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ANALYSIS

ON
MARKETING STRATEGY OF SUPER CIRCLE
AUTO LTD.

Submitted in partial fulfillment of requirement


For the award of degree of
BACHELOR OF BUSINESS ADMINISTRATION

Session (2009-12)

Submitted To:
Mrs. SHIWANI THAKUR
MBA Faculty

Submitted By:
R ohan

tyagi

ROLL NO. BBA/241

HINDU INSTITUTE OF MANAGEMENT


SONIPAT
(Affiliated with Maharshi Dayanand
University, Rohtak 124001)

ANALYSIS ON
MARKETING STRATEGY OF SUPER CIRCLE AUTO LTD

DECLARATION

I, ROHAN TYAGI Roll No.(in words)Two Hundred Forty One B.B.A. Final year (V semester) of
Hindu Institute of Management hereby declare that the Summer Training Report entitled
Analysis on Marketing strategy of Super Circle Auto LTD. an original work and the same has not been
submitted to any other institute for the award of any other degree. A seminar presentation of the Training
Report was made on 27-7-2011 and the suggestions as approved by the faculty were duly incorporated.

Signature of the Candidate

Presentation In charge
(Faculty)

Countersigned
Director
Seal

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ANALYSIS ON
MARKETING STRATEGY OF SUPER CIRCLE AUTO LTD

Acknowledgements
It is my great pleasure to be indebted to various people, who directly or indirectly
contributed in the development of this work and who influenced my thinking, behavior,
and acts during the course of study.
As a student of BBA of HINDU institute of management, Foremost, I would like to thank
my project guide, Mrs.Shiwani Thakur for accepting to be my guide. No words are
enough to express my gratitude to her for taking out time from her hectic schedule for
being my mentor
I cannot forget the contribution of the staff of Super circle Ltd., as I troubled them
through my queries at every stage of their work and I really appreciate the patience with
which they resolved my doubts amidst their busy schedule, I express my sincere thanks to
all of them.
I would express my thanks and gratitude to my project guide Mrs. Shiwani for their able
guidance and support throughout the tenure of the project.
Thank you all so much

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ANALYSIS ON
MARKETING STRATEGY OF SUPER CIRCLE AUTO LTD

Abstract
The company Super circle has eight manufacturing units with high-end production
facilities, situated on prime industrial locations in and around the nation's capital. Each of
them receives the benefits of qualified and experienced technical supervisors and a
motivated labor force. The resolve for quality, combined with a vast and well-knit
marketing and sales network, interactive customer support services and a thirty year old
track record of product reliability and market stability, have made SUPER CIRCLE a
name people trust.
According to above definition research is a systematic and scientific investigation
through which any organization try to find out its strength and weakness as well
as opportunity and threat. As we know in the present era the business activities
have become

more

complex

and complicated due to

globalization and liberalization and in


conscious about

modern technology ,

other hand today customer are highly

products and brand .In recent time

customers are not

blind

follower of a product. They are giving high priority to all feature like price, quality,
innovative features etc. But after all this features brand becomes the inevitable parts of
any product because it gives the complete identification of product so it is also the one
most important part. My research work is highly focused on this issue, which is important
for me as well as the organization. I learnt which external factors

affect

sale an

individual product, this research gives me insight to import and export problem as
well their area of interest , in this I got the great experience about the market.

iv

ANALYSIS ON
MARKETING STRATEGY OF SUPER CIRCLE AUTO LTD

TABLE OF CONTENTS

1INTRODUCTION.1
1.1 SIGNIFICANCE OF THE STUDY.........................................................3
1.2 REVIEW OF EXISTING LITERATURE................................................4
1.3 CONCEPTUALIZATION......................................................................5
1.4 FOCUS OF THE PROBLEM................................................................5
1.5
Analysis Patron
1.6 OBJECTIVES OF THE STUDY............................................................6
1.7 HYPOTHESES....................................................................................7
2 RESEARCH METHODOLOGY..8
2.1 RESEARCH DESIGN........................................................................10
2.2 UNIVERSE & SURVEY POPULATION..............................................13
2.3 SAMPLE...........................................................................................14
2.4 COLLECTION OF DATA15
3 ORGANIZATIONAL PROFILE.16
ORGANIZATIONAL STRUCTURE..16
3.1 BUSINESS OF THE ORGANIZATION................................................17
3.2 MANAGEMENT PROCEDURES........................................................26
3.3 PRODUCT & SERVICES OFFERED BY THE ORGANIZATION..........28

ANALYSIS ON
MARKETING STRATEGY OF SUPER CIRCLE AUTO LTD

3.4 BOARD OF DIRECTORS...................................................................37


4.

Marketing strategies of the company....38

5. Questionnaire Analysis...39
5.2 SWOT ANALYSIS............................................................................47
6 LIMITATIONS OF THE STUDY47
7 CONCLUSION...48
8 SUGGESTIONS & RECOMMENDATIONS.49
8.1 SUGGESTIONS............................................................................49
9 BIBLIOGRAPHY...49
10 ANNEXURES..50

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ANALYSIS ON
MARKETING STRATEGY OF SUPER CIRCLE AUTO LTD

1. Introduction
The Company
SUPER CIRCLE manufactures a wide range of high quality, precision engineered
automotive parts. With over four decades of production expertise, the company is a
leading name in Friction Products like Disc Brake Pads, Brake Linings, Roll Linings,
Brake Shoes, Backing Plates & Brake Shoe Metals and Engine Parts like Piston Rings,
Cylinder Liners, Connecting Rods, Pistons, Engine Bearings, etc. A high degree of
quality control, fine tuned customized production and the ability to stay in step with
changing global requirements have ensured that the company is associated with quality
and reliability the world over.

The Market
Over 65% of the company's production is exported to more than fifty countries
worldwide in Europe, North and South America, Australia, Asia and Africa. In India, the
company's products are associated with up-market automobiles like Toyota, Honda, Ford,
Hyundai, Opel, Daewoo, Mitsubishi, Hindustan, Premier, Tata, Leyland, Massey
Ferguson, New Holland, Zetor, Eicher , Escorts, Bajaj, TVS and Others. Furthermore, the
company has long standing contracts with various government and defence departments.

ANALYSIS ON
MARKETING STRATEGY OF SUPER CIRCLE AUTO LTD

Infrastructure
The company has eight manufacturing units with high-end production facilities, situated
on prime industrial locations in and around the nation's capital. Each of them receives the
benefits of qualified and experienced technical supervisors and a motivated labor force.
The resolve for quality, combined with a vast and well-knit marketing and sales network,
interactive customer support services and a thirty year old track record of product
reliability and market stability, have made SUPER CIRCLE a name people trust.
The Promise
The company has shown tremendous growth potential - a result of maintaining the most
exacting of international standards and delivering high technology at low cost. The
company has adopted ISO9001, ISO/TS16949 quality management standards, ISO14001
environmental management standards and OHSAS18001 health & safety management
standards. With progressive management techniques, the company ensures that your most
demanding specifications are met and deadlines adhered to.

ANALYSIS ON
MARKETING STRATEGY OF SUPER CIRCLE AUTO LTD

1.1 Significance of the Study


Any Research has its own importance in any business organization. The research shows
the real fact about product as well as organization. Research is a systematic and
scientific investigation of any idea either precise or abstract from a continuous
basis for learning , it could be either exploratory or descriptive.
According to above definition research is a systematic and scientific investigation
through which any organization try to find out its strength and weakness as well
as opportunity and threat. As we know in the present era the business activities
have become

more

complex

and complicated due to

globalization and liberalization and in


conscious about

modern technology ,

other hand today customer are highly

products and brand .In recent time

customers are not

blind

follower of a product. They are giving high priority to all feature like price, quality,
innovative features etc. But after all this features brand becomes the inevitable parts of
any product because it gives the complete identification of product so it is also the one
most important part. My research work is highly focused on this issue, which is important
for me as well as the organization. I learnt which external factors

affect

sale an

individual product, this research gives me insight to import and export problem as
well their area of interest , in this I got the great experience about the market.

ANALYSIS ON
MARKETING STRATEGY OF SUPER CIRCLE AUTO LTD

1.2 Review of Existing Literature


Construction machine in -with the help of this websites I was able to understand the
various part of the automobile engine and its part Autobolts.com-this websites is helpful
in understand the various feature in various model of the particular name help in
understanding competitive advantage to any other name So deltech.com- this websites
make us aware about recently launched

technology

in the automobile industry

nrbearing.com- bearing is also an important part of the automobile industry this company
introduce various new bearing Business line- this newspaper has helped us to gather new
information and data regarding the recent automobile news supercircle.com- this website
help in understand the company culture marketing strategy and its products.

ANALYSIS ON
MARKETING STRATEGY OF SUPER CIRCLE AUTO LTD

1.3 Conceptualization
Marketing strategy of the company as well as the comparative advancement of the
product has been explained. Its products, partnership, operation in other country outside
the India are also explained this project is based on the Study of comparative advantage
due to advancement of product super circle auto ltd. The project also includes the Data
Analysis, Interpretation, and findings that shows how good or bad the company is in
present competitive market.

1.4 Focus of the Problem


This study is mainly focus on the impact of environment

factor on market position of

super circle ltd.


Also to analyses the factors affecting the strategy of the company. Another focus of
problem is to find out the market position and performance of company.

ANALYSIS ON
MARKETING STRATEGY OF SUPER CIRCLE AUTO LTD

1.5 Objectives of the Study


It is well known fact that we remember 20% of what we hear, we remember 40% of what
we see but we remember 75% of what we do.
My objective in this training is the overall Marketing Strategy of Super Circle And try to
find out its Whole Marketing Strategy compare with other related company through
Questionnaires.

ANALYSIS ON
MARKETING STRATEGY OF SUPER CIRCLE AUTO LTD

1.6 Hypotheses
Hypotheses used were null hypotheses & alternative hypotheses.
H0 : Market survival of Super circle in Automobile spare parts sector.
H1 : Not market survival of Super circle in Automobile spare parts sector.
A statistical hypothesis test is a method of making statistical decisions using
experimental data. It is sometimes called confirmatory data analysis, in contrast to
exploratory data analysis. In frequency probability, these decisions are almost always
made using null-hypothesis tests; that is, ones that answer the question.
Assuming that the null hypothesis is true, what is the probability of observing a value
for the test statistic that is at least as extreme as the value that was actually observed?
One use of hypothesis testing is deciding whether experimental results contain enough
information to cast doubt on conventional wisdom.

ANALYSIS ON
MARKETING STRATEGY OF SUPER CIRCLE AUTO LTD

2 Research Methodology
Research methodology is a way to systematically solve the research problem. It may be
understood as a science of studying how research is done scientifically. In fact, research
is an art of scientific investigation the procedure adopted for conducting the research
requires a lot of attention as it has direct bearing on accuracy, reliability and adequacy of
results obtained. Research methodology is a way to systematically study and solve the
research problems.
Research Methodology includes:
Research
Research Problem.
Research Design.
Types of Research Design
Types of Data Collection
RESEARCH PROBLEM:The first step while conducting research is careful definition of Research Problem as a
very good saying is there, A well defined problem is half solved The present project
has been undertaken to do is the Analysis and Interpretation of this project at super circle
Ltd.
Research is common parlance refers to a search for knowledge. Once can also define
research as a scientific and systemic search for pertinent information on a specific topic.

ANALYSIS ON
MARKETING STRATEGY OF SUPER CIRCLE AUTO LTD

In fact research is an art of scientific investigation. The Advanced Learner s Director of


current English lays down the meaning of research as a careful investigation or inquiry
specially trough search for new facts in any branch of knowledge .Some people consider
research as an a movement, a movement from the known to unknown. It is actually a
voyage of discovery .We all possess the vital instinct of inquisitiveness for, when the
unknown confronts us, we wonder and our inquisitiveness is the mother of all knowledge
and the method, which man employs for obtaining the knowledge of whatever the
unknown can be termed as research.
Research is an academic activity and as such the term should be used in a technical
sense. According to Clifford Woody research comprises defining and redefining
problems. Formulating hypothesis or suggested solutions; collecting organizing and
evaluating data; making deductions and reaching conclusion ns; and at the last carefully
testing the conclusions to determine wither they fit the formulating hypothesis. D.
Slazenger and M. Stephenson in the Encyclopedia of social Sciences define research as
the manipulation of things, concept or symbols for the purpose of theory or knowledge
making for its advancement. It short, the search for knowledge through objective and
systematic method of finding solution to a problem is research. The systematic approach
concerning generalization and the formulation of a theory is also research. As such the
term research refers to the systematic method consisting of enunciating the problem,
formulating a hypothesis, collecting the facts or data, analyzing the facts and reaching
certain conclusion either in the form of solution toward the concerned problem in certain
generalizations for some theoretical formulation.

ANALYSIS ON
MARKETING STRATEGY OF SUPER CIRCLE AUTO LTD

2.1 Research Design

The formidable problem that follows the task of defining the research problem is the
preparation of the design of the research project popularly known as the Research
design. Decision regarding what, where, when, how much, by what means concerning
an inquiry or a research study constitute a research design.A research design is the
arrangement of conditions for collection and analysis of data in a manner that aims to
combine relevance to the research purpose with economy in procedure.
In fact the research design is the conceptual structure within which research is
conducted; it constitutes the blueprint for the collection, measurement and analysis of
data. As such the design includes an outline of what the researcher will do from writing
the hypothesis and its operational implications to the final analysis of data. More
explicitly, the design decisions happen to be in respect of:
1. What is the study about?
2. Why is the study being made?
3. Where will the study be carried?
4. What type of data is required?
5. Where can the required data be found?
6. What periods of time will the study include?
7. What will be the sample design?
8. What techniques of data collection will be used?
9. How will the data be analyzed?
10. In what style will the report be prepared?

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ANALYSIS ON
MARKETING STRATEGY OF SUPER CIRCLE AUTO LTD

TYPES OF RESEARCH DESIGN:-

TYPES OF RESEARCH DESIGN

EXPLORATORY RESEARCH
DESIGN

DESCRIPTIVE RESEARCH
DESIGN

DIAGNOSTIC RESEARCH DESIGN

EXPERIMENTAL RESEARCH
DESIGN

Exploratory:
In it, the problem is formulated for precise investigation and working hypothesis is
developed.

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ANALYSIS ON
MARKETING STRATEGY OF SUPER CIRCLE AUTO LTD

Diagnostic:
In this, those frequencies are determined with which something occurs or its association
with something else.
Experimental:
In it, casual relationships between variables are tested. It is also known as Hypothesis
Testing Research Design

Descriptive
In this, those studies are taken which are concerned with describing the characteristics of
particular individual or a group.
The present project is Descriptive in nature.
The purpose of descriptive research design is in descriptive state. The main characteristic
is that the research has no control over the variables; he can only report what has
happened or what is happening.

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ANALYSIS ON
MARKETING STRATEGY OF SUPER CIRCLE AUTO LTD

2.2 Universe & Survey Population


Area name

Location

No. of Person contacted

Sapla

Sapla

20

Sapla

Near Kharkhoda

25

Sapla

Kharkhoda

15

Sapla

Kharkhoda

15

Raaj Nagar

Near Sapla

25

Saad Nagar

Near Sapla

25

Rohat

Near Kharkhoda

20

Harsana

Near Sapla

20

Rohtak Chowk

Kharkhoda

10

We covered approx all the distributors in Sapla & villages.


Here is the list of the some of distributors in Sapla.

Institute Name

Location

Contact person

Designation

Sat pal Auto parts

Sapla ,

Sat pal

Garage

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ANALYSIS ON
MARKETING STRATEGY OF SUPER CIRCLE AUTO LTD

Rahul Auto parts

Sapla

Rahul

Garage

Vinod Auto parts

Sapla

Vinod

Garage

Manoj Auto parts

Kharkhoda

Manoj

Garage

Rajender

Garage

Rajender

Auto Sapla

parts

2.3 Sample
Sampling:
Sampling is the act, process, or technique of selecting a suitable sample, or a
representative part of a population for the purpose of determining parameters or
characteristics of the whole population.
The desirability of a sampling procedure depends on both its vulnerability to error and
its cost. However, economy and reliability are competing ends, because, to reduce error
often requires an increased expenditure of resources.
Sampling Type: The research sampling design include probability random
sampling.
Sampling Unit: Individual
Sample size: 175

2.4 Collection of Data

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ANALYSIS ON
MARKETING STRATEGY OF SUPER CIRCLE AUTO LTD

Primary Tool
Survey and questionnaire is main tool of data collection which is supported by
observation and customer perception technique.
Secondary Tool
Different Brouchers
Website
Company Profile
Textbooks
Monograph
Encyclopedias
Handbooks
Data Compilations
Review articles
Review serials

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ANALYSIS ON
MARKETING STRATEGY OF SUPER CIRCLE AUTO LTD

3 Organizational Profile

ORGANIZATIONAL STRUCTURE

BOARD OF DIRECTOR

MANAGING DIRECTOR

CHIEF GENERAL MANAGER

ASSISTANT GENERAL MANAGER

DEPUTY EXCECUTIVE

ASSISTANT EXECUTIVE

SENIOR EXCECUTIVE

JUNIOR EXCECUTIVE

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ANALYSIS ON
MARKETING STRATEGY OF SUPER CIRCLE AUTO LTD

3.1 Business of the Organization


Marketing Strategy
REASON FOR GOING INTERNATIONAL:
INTRODUCTION:
Many businesses are forced into international selling due to the competitive
environment. While it might be wonderful to stay the same size and just focus on
quality, the problem is that the competitive environment creates situations where your
competition continues to grow - so, if you do not grow and expand you will lose
customers.
Your former customers will move to larger vendors that can offer lower prices (because
they sourced components internationally and can offer economy of scale).
Why Companies Have to grow
The main purpose of business is to make money for the people who own the business. All
other objectives are secondary to achieving this goal - it may sound heartless, but it is the
essence of capitalism.
Achieving this goal obviously means making enough money to stay in business several
years in order to pay back any money you borrowed to get started, and make enough
money that it is worth your while to have developed the Endeavour. Therefore managers
seek to increase or to stabilize profits, which partly depends on

17

foreign sales

foreign resources

ANALYSIS ON
MARKETING STRATEGY OF SUPER CIRCLE AUTO LTD

Why does business have to grow?


Why can't a business just stay the same size?
Why does a business have to sell outside the territory of its original customers?
Why does a business have to access resources outside the territory of its original base?
The answer to these questions is the answer to why International Business exists - and
will be explained in the lecture.
A big part of the answer to why business has to grow is simply based on the fact that
business cannot stay the same size - if your business does not grow, the competitors will
grow, and soon you will lose your customers to competitors who grew, and had more
selection, or made cheaper products.
So you have to grow because the nature of the competitive environment will not let you
stay the same size
Why Companies do IB...
There are 4 major operating objectives that may cause companies to develop International
Business:
1 To expand sales
2 To acquire resources
3 To diversify sources of sales
4 To diversify sources of supplies
Which, if we do 3 and 4 leads to
o Minimizing competitive risk

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ANALYSIS ON
MARKETING STRATEGY OF SUPER CIRCLE AUTO LTD

Overall general reasons for International Business growth


There are many reasons why international business has grew enormously in the 1990's
and the first decade of Y2K - but essentially these reasons can explained due to 4 main
influences:
1.Technology
o increasing use of technology in manufacturing
o increasing use of technology in the process of consuming products
o increasing use of technology in delivering products
o transportation technology, packaging technology etc.
2.Government trade policies liberalized (made less restrictive)
o recognition that trade increases standard of living
o access to more products enhances lifestyles
o trade increases technological opportunities
o trade increases chance more people in the society can make money

3. Development of institutions to support and facilitate International Business


o like the WTO, IMF, OECD etc

4. Increased Global Competition


So this leaves companies with the challenge of why go international. Sometimes they
think of the situations (mentioned above) and decide, in a proactive way, that they should
start exporting, or importing in order to be more competitive.
Sometimes they don't have a specific corporate direction to go international, it just
happens because they are forced into it and they are reacting to some competitive or
economic or technical pressure.
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ANALYSIS ON
MARKETING STRATEGY OF SUPER CIRCLE AUTO LTD

So we describe these two directions as being Proactive or Reactive.


1. Reactive

Reactive - from reaction, to receive information, then act


Reactive reasons for going international include:

Market - the company is responding to demand it discovers in another location


o

it could make this discovery by accident, or by having an affiliated company


give them a tip

Competitive Environment - it sees competitors going to a particular place

for example when Honda set up shop in Ohio, some other Japanese auto
parts companies also moved to Ohio to continue supplying Honda

Political Environment changes - Trade Barriers

tariff or non-tariff barriers: if an exporting company finds that the


government in the recipient country starts to build tariff or non-tariff barriers
to block the export, then it might be a reason for the exporter to set up a
manufacturing operation overseas in order to avoid the tariffs

"buy-local" policies: exporting companies may find that "buy-local" policies


may restrict their exports - which may cause the exporter to set up a local
alliance or relationship

Political Environment changes - Regulations

environmental regulations or changes in work/safety regulations may cause


the company to go overseas to a less restrictive location

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ANALYSIS ON
MARKETING STRATEGY OF SUPER CIRCLE AUTO LTD

some Asian companies (selling in to the U.S. market) have moved


manufacturing and assembly operations from the southern U.S. to Mexico
where pollution and labour regulations are not so restrictive as in the U.S.

Economic Environment changes

costs of production at home increase, forcing the company to find a cheaper


place to produce

many Canadian garment manufacturing companies have moved


production out of Canada in the 1990's for the simple reason that
labour is a huge cost in clothing production and there have been
cheaper places found to make clothes in Asia and South-Asia and
parts of Latin America

Chance Occurrence

sometimes a company goes international for the most simple reason, the
CEO went some place on vacation and thought it would be a good place to
do business, or a friend made a suggestion to a senior executive about an
opportunity, so the company seizes on it to do something

you would be surprised how often it is chance occurrence that causes


someone to get on a airplane and go somewhere - and, keep in mind, most
int'l business is done by companies with less than 50 people

2. Proactive:

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ANALYSIS ON
MARKETING STRATEGY OF SUPER CIRCLE AUTO LTD

Proactive - means to act in advance, to anticipate something happening, and plan for the
situation. Companies who are proactive in international business are, in most cases, better
positioned than companies that simply react. If you simply react you might make a
mistake and not do things properly because you are stressed for time, money or
manpower.
Proactive reasons for going international include:

expanding sales by strategically seeking out advantages

access to resources which may save on shipping or processing costs

producing inside newly created political or regulatory boundaries (such as


free-trade zones or multi-lateral groupings of countries like the EU or
ASEAN)

Proactive reasons for going international include:

launch an offensive into a new market before competitor does (egg. like Pepsi into
Russia, before Coke)

power and prestige

e.g. in the early 1990's, a lot of Canadian law firms merged to form bigger firms, and also
boasted about having affiliated law offices in other countries)

Incentives

sometimes the host government will offer special tax breaks to entice an
investment

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ANALYSIS ON
MARKETING STRATEGY OF SUPER CIRCLE AUTO LTD

23

Lower costs of labour, production and energy

Less stringent rules and regulations effecting pollution and labour.

ANALYSIS ON
MARKETING STRATEGY OF SUPER CIRCLE AUTO LTD

Introduction.
The need for immediate profit is not a pressure. The product is promoted to create
awareness. If the product has no or few competitors, a skimming price strategy is
employed. Limited numbers of product are available in few channels of distribution.
Growth.
Competitors are attracted into the market with very similar offerings. Products become
more profitable and companies form alliances, joint ventures and take each other over.
Advertising spend is high and focuses upon building brand. Market share tends to
stabilize.

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ANALYSIS ON
MARKETING STRATEGY OF SUPER CIRCLE AUTO LTD

Maturity.
Those products that survive the earlier stages tend to spend longest in this phase. Sales
grow at a decreasing rate and then stabilize. Producers attempt to differentiate products
and brands are key to this. Price wars and intense competition occur. At this point the
market reaches saturation. Producers begin to leave the market due to poor margins. A
promotion becomes more widespread and uses a greater variety of media.
Decline.
At this point there is a downturn in the market. For example more innovative products are
introduced or consumer tastes have changed. There is intense price-cutting and many
more products are withdrawn from the market. Profits can be improved by reducing
marketing spend and cost cutting.

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ANALYSIS ON
MARKETING STRATEGY OF SUPER CIRCLE AUTO LTD

3.2 Management Procedures

Every individual has the potential to perform if he or she gets proper


motivation, the right opportunity and the freedom to work. In the long run, success is
achieved when ordinary people perform extraordinarily. It is important to keep an open
mind.
The culture that the company has nurtured in the organization provides excellent
motivation to every individual to put in his/her best performance in an enthusiastic and
charged-up environment sans any fear of failure. While the best performers find their
names and achievements prominently displayed on the company's intranet, those who lag
behind are counseled, encouraged, trained and appropriately motivated to do better.
Constant communication on individual performance, business units performance and
companys

overall

performance

keeps

employees

updated

and

motivated.

The work culture revolves around developing the people, involving them in the growth of
the organization and realizing tangible benefits. People development and involvement
thus form the backbone of the company's human resource culture.

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ANALYSIS ON
MARKETING STRATEGY OF SUPER CIRCLE AUTO LTD

SUPER CIRCLE has an export oriented unit to manufacture disc brake pads. The
company has developed special asbestos-free materials that maintain high performance
standards. Asbestos-free disc brake pads are made in low metal, high metal and organic
compositions for cars, commercial vehicles and bi-wheels.
The laboratory is equipped with sophisticated equipments including full scale inertia
dynamometer to check the friction characteristics as per international standards. The
company is supplying disc brake pads and its components as original equipment.
With more than 300 r With more than 300 references already being manufactured and
many more being developed every month, SUPER CIRCLE offers a wide range of disc
brake pads for the European, Japanese, Korean, American and Indian vehicle.
CERTIFICATIONS

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ANALYSIS ON
MARKETING STRATEGY OF SUPER CIRCLE AUTO LTD

3.3 Product & Services offered by the Organization

Brake Shoes

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ANALYSIS ON
MARKETING STRATEGY OF SUPER CIRCLE AUTO LTD

SUPER CIRCLE manufactures high performance brake shoes for cars, tractors and biwheelers. The brake shoes are bonded with rigid or rubberized linings as per the
requirement. The company offers both lined and unlined brake shoes. As the kinetic
energy of a moving vehicle is converted into heat energy during braking, the special
adhesive used for bonding is capable of absorbing the high temperature created. With
continuous investment in the development of tools, the range is increasing very fast every
month. The unique features and unmatched quality have made the company's brake shoes
very popular.

Backing Plates

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ANALYSIS ON
MARKETING STRATEGY OF SUPER CIRCLE AUTO LTD

SUPER CIRCLE manufactures disc brake pad backing plates for in-house use and for
multinationals throughout the world. The company is an important original equipment
supplier of backing plates in India.

Brake Shoe Metals

SUPER CIRCLE also manufactures unlined brake shoes for in-house consumption and
for original equipment in India.

PISTON RINGS
SUPER CIRCLE's automotive venture began with the production of piston rings over
40 years ago. The company now manufactures piston rings which are used in tractors,
cars, heavy and light commercial vehicles, two wheelers, industrial engines and
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ANALYSIS ON
MARKETING STRATEGY OF SUPER CIRCLE AUTO LTD

compressors. With special expertise in production of piston rings for tractor applications,
the company's products are used in Massey Ferguson/Perkins, Ford, Fiat, International
Harvester and Zetor among others.

Over 75% of the piston rings production is being exported mainly to countries in Europe
and America. There are OE supplies to many companies in India as well as overseas. The
rest piston rings are being supplied to government departments and other markets.
All the piston rings are designed with latest techniques like AutoCAD by the engineering
staff for maximum efficiency over the life of the engine. Each piston ring is made from
highest quality raw materials and machined to OEM standards. Statistical Process Control
has been applied at all critical processes to control the quality of the piston rings. The
company has a very progressive environment, where all members, from machine
operators to top management personnel are involved in contributing to achievement of
the quality objectives.
31

ANALYSIS ON
MARKETING STRATEGY OF SUPER CIRCLE AUTO LTD

With over 150 employees involved in production and dispatch of piston rings, the
strictest quality control measures are followed for all the parameters:

Closed gap

Axial width

Radial depth

Chemical Composition

Microstructure

Hardness

Tangential tension

Light tightness

Keystone angle

Cross sectional dimensions

Coating thickness

Surface roughness

Flatness

Parallelism

Tensile strength

Applications: All types of applications like tractors, cars, commercial vehicles,


stationary engines, two wheelers, compressors, etc.
Diameter sizes : 15 - 250mm
Materials : High grade cast iron alloy / special alloy steel / S.G. iron
Construction : Compression rings of shapes rectangular, keystone, taper periphery,
32

ANALYSIS ON
MARKETING STRATEGY OF SUPER CIRCLE AUTO LTD

beveled, Napier, etc. and oil control rings of shapes plain, beveled, coil spring loaded,
duffle, 3 flex, etc.
Surface treatments: Chrome plating, phosphate, tin/copper coating, gas nit riding, etc.
OTHER ENGINE PARTS

Being one of the oldest in the industry, SUPER CIRCLE has expansive trade networks
with other Indian manufacturers and offers a reliable channel for procurement of a wide
range of engine parts covering Cylinder Liners, Crankshafts, Cylinder Heads, Pistons
& Connecting Rods etc. With an excellent standing in the market, the company is
synonymous with quality. This ensures that products supplied maintain the required
standards and are packaged and delivered on schedule.

Applications Covered

33

ANALYSIS ON
MARKETING STRATEGY OF SUPER CIRCLE AUTO LTD

Bedford, Belarus, BLMC, BMW, Bosch, Case IH, Caterpillar, Chevrolet, Chrysler,
Clayton, Cooper, Cummins, Daewoo, DAF, Dee Dong, Duets, Dodge, Ferguson, Fiat,
Ford, Hats, Hillman, Honda, Hyundai, Ingersoll Rand, Jonah, John Deere, Kia, Kirloskar,
Knur, Kohler, Komatsu, Kubota, Lade, Landover, Leyland, Lister,
, Mack, MAN, Marcella, Massey Ferguson, Mazda, Mercedes Benz, Midland,
Mitsubishi, MWM, Nissan, Nuffield, Perkins, Patter, Peugeot, Raba, Renault, Robin,
Ruggeri, Ruston Hornsby, RVI, Same, Scandia, Shibaura, Skoda, Salvia, Styr, Suzuki,
Tata, Toyota, Universal, Urdus, Villiers, VM, Volkswagen, Volvo, Wayne Dresser,
Westinghouse, Willis, Wisconsin, Yammer, Zetor, etc.
OTHER AUTO PARTS

With an excellent standing in the market, SUPER CIRCLE is synonymous with quality.
Being one of the oldest in the industry, the company has expansive trade networks with
other Indian manufacturers and offers a reliable channel for procurement of a wide range

34

ANALYSIS ON
MARKETING STRATEGY OF SUPER CIRCLE AUTO LTD

of automotive parts. This ensures that products supplied maintain the required standards
and are packaged and delivered on schedule.
The company is exporting all kinds of automotive components:
Product Range

Piston Pins

Air Compressor Blocks

Brake Kits

Brake Pad Accessories

Bearings

Tie Rod Ends/Ball Joints

Bolts & Nuts

35

ANALYSIS ON
MARKETING STRATEGY OF SUPER CIRCLE AUTO LTD

Oil & Water Pumps

Clutch Plates & Cover Assemblies

Auto Electrical Parts

Tires & Tubes

Different types of Rubber Part

BI-WHEELER PARTS

SUPER CIRCLE is exporting spare parts for two-three wheelers like LML, Hero
Honda, Bajaj, Vesper, DiMaggio etc. The company can identify and supply any part for
these two-three wheelers - from a small nut to chassis.
36

ANALYSIS ON
MARKETING STRATEGY OF SUPER CIRCLE AUTO LTD

Quality being the top priority, the spare parts manufactured conform to the highest
international standards as per contemporary demands and stringent controls giving the
best to the consumers through a world-class expertise.

Indian Automotive Pistons and Piston Rings Aftermarket

Technological Superiority Is Critical to Aftermarket Success As automakers strive to


make engines more powerful, efficient, and less polluting, they will require
technologically advanced pistons and piston rings to endure higher thermal and
mechanical loads. To succeed in this aftermarket,
component providers will have to demonstrate a greater degree of the phonological
superiority while forging a strong relationship with leading engine component
manufacturers around the world.
This Frost & Sullivan study analyzes the Indian automotive aftermarket for pistons and
piston rings. It evaluates segments for passenger cars, multi-utility vehicles, commercial
vehicles, tractors, and two-wheelers. By providing accurate forecasts and identifying
winning market strategies, this study will help you develop an effective plan to capitalize
on a growing field.
Influencing Reorders Should Be Top Priority Reorders have an increasingly important
voice in the purchase of engine components, says the author of this study. Piston and
piston ring changes often involve the correction of the cylinder bore, which is done by a
reorder.

37

ANALYSIS ON
MARKETING STRATEGY OF SUPER CIRCLE AUTO LTD

With complex engine repairs requiring reorders to have higher levels of skill and
expertise, their brand preferences will become a key factor in component purchases.
Brand preference of a reorder can be influenced by quality or price, states the author.
Often, the reorder makes a brand purchase decision on the basis of promotional
campaigns. Although these campaigns can be costly to implement, they will remain
essential in influencing buying decisions and commanding greater market share for
component providers. This research,
which examines end user and industry trends, will help your company attract more
customers.
Transition to Steel Should Improve Piston Performance Steel rings are overtaking castiron rings in the aftermarket, says the analyst.
Todays engines put greater demands on piston rings. Steel rings, which are stronger,
weigh less, and perform more efficiently, can better meet those demands than cast-iron
rings. The adoption of steel rings will result in reduced oil consumption, friction, wear,
and breakage.
Currently, steel rings constitute 15 percent of the total piston ring market, says the author.
Their market share is expected to rise significantly over the forecast period. This
research monitors technological changes and assesses their impact on the marketplace.
With such a privileged view of the field, your
company will be poised to optimize its business plan and maximize revenues

38

ANALYSIS ON
MARKETING STRATEGY OF SUPER CIRCLE AUTO LTD

BRAKE LININGS

ROLL LININGS

BRAKE SHOES

BACKING PLATES
BRAKE SHOE METALS

39

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MARKETING STRATEGY OF SUPER CIRCLE AUTO LTD

Product category : Engines


Kaka corporation presents expansion engine, which is a vertical, single acting,
reciprocating type of engine. This produces the cold required for the plant. These
machines consist of three parts, the drive unit; the cylinder unit for air expansion; and the
hydraulic system for operating the valves. High-pressure air enters through inlet valve at
the start of downward stroke of the piston. An elementary factor for the function of an
expansion engine is to use dry and carbon dioxide free air, as otherwise, ice and dry ice
will form on valve seats, causing mal-function. The approximate temperature drop across
expansion engine is 50 to 70 degrees Celsius, depending on inlet air pressure,
temperature and inlet cam position.
Suppliers Name :
Kaka Corporation
Address

: A-1, Trisha Maharani Caves Road, Adhere (E), Mumbai,


Maharashtra - 400093

Fax No.

: 91-22-28375432

Product Category : Engines


Parkas Group of Industries manufactures Biogas Engine for Renewable Energy. Parkas
Group of Industries is an ISO 9001-2001 and 14001-2004 certified company. Biogas
Engine for Renewable Energy is used for operating bio gases at negative suction up to
80 mm of water column.
Suppliers Name :

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A SUMMER TRAINING PROJECT REPORT ON


MARKETING STRATEGY OF SUPER CIRCLE AUTO LTD

Parkas Group Of Industries


Address

: Haters Road Foundry Nagar, Agra, Uttar Pradesh - 282006

Fax No.

: 91-562-2344157 / 2346028

Double Cylinder Patter Engine

Product Category : Engines


Opal International Pvt. Ltd manufactures Double
Cylinder Patter Engine. Opal International Pvt.
Ltd offers diesel engines, pump sets and
components of Agricultural Diesel Engines. The
Double Cylinder Patter Engine is a slow speed
engine available with Fuel Tank, Exhaust
Silencer, Spanner Set and Air Cleaner.

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A SUMMER TRAINING PROJECT REPORT ON


MARKETING STRATEGY OF SUPER CIRCLE AUTO LTD

Scan-Pac Mfg., Inc. is recognized as the industry leader in the development and
manufacturing of organic friction products as well as Phenolic bearings and laminates.
Our strength comes from offering a broad diversity of formulations that can be molded or
machined into any dimensional configuration, as well as astute technical support
regarding motion control challenges. Having pioneered the development of NonAsbestos friction material, we have created hundreds of base compounds, variations of
which are available as solutions to your specific applications problems.
Gatke Phenolic Bearings and laminates are available in a variety of grades with differing
strength and frictional characteristics suitable for light to very demanding duty
applications. Additional flexible roll products of both the woven and calendared type
make Scan-Pac Manufacturing, Inc. the full-range source for your friction, bearing and
wear applications.

Other engine parts-

Cylinder Liners, Crankshafts, Cylinder Heads, Pistons & Connecting Rods etc.

32

A SUMMER TRAINING PROJECT REPORT ON


MARKETING STRATEGY OF SUPER CIRCLE AUTO LTD

OTHER AUTO PARTS

Piston Pins

Air Compressor Blocks

Brake Kits

Brake Pad Accessories

Bearings

Tie Rod Ends/Ball Joints


BRAKE LINING

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A SUMMER TRAINING PROJECT REPORT ON


MARKETING STRATEGY OF SUPER CIRCLE AUTO LTD

From luxury cars to tractors, and 50cc mopeds to heavy commercial vehicles, SUPER
CIRCLE makes linings, blocks and billets that are designed to suit the needs of the
customer. One of the largest suppliers to State Road Transport Undertakings all over
India, the company manufactures brake linings in asbestos-free rigid moulded
compositions.
The company offers brake linings for a variety of trucks like Mercedes Benz, Scandia,
Volvo, Ford, Mack, DAF, Bedford, Tata, GM, Nissan, Isuzu and Leyland etc.

Roll Linings

HM55 is an asbestos-free material of metal fibres, synthetic fibres, friction modifiers and
stabilizers. It has low to medium co-efficient of friction and is specially designed for
heavy duty applications. It shows no fade even at very high temperatures and maintains
exceptionally good wear resistance properties.
Density (gm/cc) : 3.20
Hardness (L Scale) : 80
Max. Continuous Operating Temperature : 600C
Max. Transient Operating Temperature : 700

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A SUMMER TRAINING PROJECT REPORT ON


MARKETING STRATEGY OF SUPER CIRCLE AUTO LTD

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A SUMMER TRAINING PROJECT REPORT ON


MARKETING STRATEGY OF SUPER CIRCLE AUTO LTD

3.4 Board of Directors


We welcome you, Bedizens.

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A SUMMER TRAINING PROJECT REPORT ON


MARKETING STRATEGY OF SUPER CIRCLE AUTO LTD

Few in the Indian automotive industry have used the dramatic liberalization of the
economy to expand their markets all over the globe.

At Super Circle, we had seen this enormous opportunity and, as we had


already established our brand in the domestic industry, we set our goals to establish our
name in the global markets. As a result, now, we are exporting more than 65% of our
production all over the world to more than 50 countries.
The 21st century demands companies and products of high quality only. We are
committed to meet these challenges through our business strategy of providing a quality
We are happy to share some of our philosophies, activities and accomplishments with you
on this website. We hope that you will continue to encourage us in our endeavor.

(JAGJYOTI JAIN)

4.

Marketing strategies of Super circle Auto ltd.

INTRODUCTION:

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MARKETING STRATEGY OF SUPER CIRCLE AUTO LTD

Many businesses are forced into international selling due to the competitive
environment. While it might be wonderful to stay the same size and just focus on
quality, the problem is that the competitive environment creates situations where your
competition continues to grow - so, if you do not grow and expand you will lose
customers.
Your former customers will move to larger vendors that can offer lower prices (because
they sourced components internationally and can offer economy of scale).
Why Companies Have to grow
The main purpose of business is to make money for the people who own the business. All
other objectives are secondary to achieving this goal - it may sound heartless, but it is the
essence of capitalism.
Achieving this goal obviously means making enough money to stay in business several
years in order to pay back any money you borrowed to get started, and make enough
money that it is worth your while to have developed the Endeavour. Therefore managers
seek to increase or to stabilize profits, which partly depends on

foreign sales

foreign resources

Why does business have to grow?


Why can't a business just stay the same size?
Why does a business have to sell outside the territory of its original customers?
Why does a business have to access resources outside the territory of its original base?
The answer to these questions is the answer to why International Business exists - and
will be explained in the lecture.

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A SUMMER TRAINING PROJECT REPORT ON


MARKETING STRATEGY OF SUPER CIRCLE AUTO LTD

A big part of the answer to why business has to grow is simply based on the fact that
business cannot stay the same size - if your business does not grow, the competitors will
grow, and soon you will lose your customers to competitors who grew, and had more
selection, or made cheaper products.
So you have to grow because the nature of the competitive environment will not let you
stay the same size

5.1 Questionnaire Analysis


Questionnaires

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A SUMMER TRAINING PROJECT REPORT ON


MARKETING STRATEGY OF SUPER CIRCLE AUTO LTD

Q.1 Do you know about this company?


Yes

No

Super circle
Yes
No

Respondents
67
33

We find that 67% people are interested in and only 33% are not interested.

Q.2 Have you heard about this company?


Yes
Awareness about Super circle
Yes

40

No
Respondents
58

A SUMMER TRAINING PROJECT REPORT ON


MARKETING STRATEGY OF SUPER CIRCLE AUTO LTD

No

42

This survey we find that more peoples are aware about Super circle among all the
respondents 58% were aware and 42% was not aware.

Q.3 How did you get to know about Super circle company?
Newspaper
TV

41

Friend
Advertisement

A SUMMER TRAINING PROJECT REPORT ON


MARKETING STRATEGY OF SUPER CIRCLE AUTO LTD

Medium to know
Newspaper
Advertisement
Friend
Other

Respondents
27
29
13
21

In this we find that awareness about Super circle is through all mean of media like 27%
from newspaper 29% from advertisement 13% from their own friends 21% from ither
medians.

Q.4 Which Company does you like most?


R.K.Company
Manico
companies like the most

42

Super circle
A.S.K.
Respondents

A SUMMER TRAINING PROJECT REPORT ON


MARKETING STRATEGY OF SUPER CIRCLE AUTO LTD

R.K.Company
Super circle
Manico
A.S.K.

36
41
18
7

Q.5 How do you rate yourself in Auto parts proficiency?


Fair

Good

Very Good
Proficiency Auto parts
Fair
Good
Very Good
Excellent
43

Excellent
Respondents
42
25
21
13

A SUMMER TRAINING PROJECT REPORT ON


MARKETING STRATEGY OF SUPER CIRCLE AUTO LTD

From this study we find that lot of peoples are good in Auto parts like42% are fair 25%
are good 21%are very good ,13%are excellent.

Q.6 Have you done purchase any parts of Super circle?


Yes
Done any parts of Super circle
Yes
No

44

No
Respondents
43
57

A SUMMER TRAINING PROJECT REPORT ON


MARKETING STRATEGY OF SUPER CIRCLE AUTO LTD

From this survey we find that 43% persons out of all already did purchase any parts of
super circle & 57 are not done any course yet.

Q.7 Do you like the parts of the Super circle?


Yes
Super circle parts
Yes
No

45

No
Respondents
78
22

A SUMMER TRAINING PROJECT REPORT ON


MARKETING STRATEGY OF SUPER CIRCLE AUTO LTD

This analysis shows that mostly people like the parts of super circle 78% like the parts
and 22% dislike it.

Q. 8 Which is the main basic feature which attract you toward Super circle?

Infrastrure
Easy Availability
Features
Infrastructure
Brand Name
Easy Availability
46
Best
Trainer

Brand Name
Best Trainer
Respondents
25
41
10
24

A SUMMER TRAINING PROJECT REPORT ON


MARKETING STRATEGY OF SUPER CIRCLE AUTO LTD

This shows that 25% people like infrastructure of super circle & 41% attract due to their
brand image 10% attract due to Easy availability &24% attract due to best trainers.

Q.9 Do you think super circle auto parts is good or bad?

Yes
Answer
Yes
No

47

No
Respondents
66
34

A SUMMER TRAINING PROJECT REPORT ON


MARKETING STRATEGY OF SUPER CIRCLE AUTO LTD

This shows that 66% person think that super circle that parts is good and 34 % think
opposite.

5.2

SWOT Analysis

STRENGTH:
Availability of low cost
Availability of skilled manpower provides competitive advantage to industry.

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MARKETING STRATEGY OF SUPER CIRCLE AUTO LTD

WEAKNESS:
Lacking of generate economic of scale.
Higher indirect tax, power , int. rate
Bottleneck in availability of capital
OPPORTUNITIES:
Growth rate of textile industry is 6-7%
Increase in purchasing power
THREATS:
Competition market (CHINA, SRI LANKA)
Shortage of electricity

Limitations of the Study

Although every effort has been into collect the relevant information through the sources
available, still some relevant information could not be gathered.

The time duration could not provide ample opportunity to study every detail of
management in the company.

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MARKETING STRATEGY OF SUPER CIRCLE AUTO LTD

There are restrictions not to visit some specific areas in SUPERCIRCLE LTD.
such as cash room, storeroom etc.

As some figures have not been disclosed by the company on account of


confidential report.

Conclusion

SUPER CIRCLE's production expertise enables the company to export complete plant
and machinery used in the manufacture of various automotive components like:

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MARKETING STRATEGY OF SUPER CIRCLE AUTO LTD

Disc Brake Pads

Brake Linings

Roll Linings

Clutch Facings

Filters, etc.

Plant and Machinery supplied by the company are successfully running in Tunisia,
Jordan, Saudi Arabia, Pakistan, Kenya, Uganda, Egypt, Dubai etc.
The company offers all kinds of special purpose machines to suit the production capacity
requirements of the buyer. Under the company's guidance, many buyers have become
leaders in their local market.

Suggestions & Recommendations

SUGGESTIONS

The following are the recommendations for the company:


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MARKETING STRATEGY OF SUPER CIRCLE AUTO LTD

Company have good market share in the export but company have very less share
in indian market company should try to increase market share like increase
collaboration with other players.
Company should have a good relationship with automobiles company like Bhart
forge ,SONA GROUP

Bibliography

Reference Book Sources


Book Name
Research Methodology

52

Author Name
C. R. Kothari (Pg 12,95,184)

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MARKETING STRATEGY OF SUPER CIRCLE AUTO LTD

Research Methodology

Wilkinson

&

Marketing Management

23,46)
Phillip Kotler

Website Visited
WWW.SUPERCIRCLE.COM
WWW.WIKIPEDIA.COM
WWW.TEXOFFER.COM
www.autobolt.com
www.altornatorparts.com
gambhir-india.com
sodaltech.co
other sources ; business line
ECONOMIC TIMES
Magazine; Business today,

10. Annexure
Questionnaires
Q.1 Do you know about this company?
Yes

53

No

Shargaonkar

(Pg

A SUMMER TRAINING PROJECT REPORT ON


MARKETING STRATEGY OF SUPER CIRCLE AUTO LTD

Q.2 Have you heard about this company?


Yes

No

Q.3 How did you get to know about Super Circle Company?
Newspaper

Friend

TV

Advertisement

Q.4 Which Company does you like most?


R.K.Company

Super circle

Manico

A.S.K.

Q.5 How do you rate yourself in Auto parts proficiency?


Fair

Good
Very Good

Excellent

Q.6 Have you done purchase any parts of Super circle?


Yes

No

Q.7 Do you like the parts of the Super circle?


Yes
54

No

A SUMMER TRAINING PROJECT REPORT ON


MARKETING STRATEGY OF SUPER CIRCLE AUTO LTD

Q. 8 Which is the main basic feature which attract you toward Super circle?
Infrastrure
Easy Availability

Brand Name
Best Trainer

Q.9 Do you think super circle auto parts is good or bad?

Yes

55

No