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A

Project Report
On
"Ford Motars Market Segmentation in
India"

Submitted in the partial fulfillment of requirement


for MBA Degree programme.

Lucknow University
Lucknow
UNDER SUPERVISION of SUBMITTED BY

Dr. Ajay Prakash Anupama Yadav


(Guide) BBA- V(A)
ROLL NO-01129
DECLRATION

I, Anupama Yadav, here by declare that the project report entitled Ford
Motars Market Segmentation In India under the guidance of Dr. Ajay
Prakash submitted in partial fulfillment of the requirement for the
award of the degree of Master of business administration to
Lucknow University is my original Work - research study - carried out
1st and not submitted for any other degree/ fellowship or other similar
titles or prizes to any other institute or university by any other
person.

Signature:

AnupamaYadav
MBA 3rd Sem
ROLL NO.................
ACKNOWLEDGEMN
This is the pleasure movement for me to explicate my energized
intelligence. Thanks to Co-Coordinator Dr. Ajaya Prakash from Lucknow
University For accommodating advice during the research and help
provided by them in preparation of this report. This report is guided by their
co-operation and practicable suggestion. This study work could be finished
with in the period.

I got chance to recognize my gratitude to all staff to M.B.A.


department for making available all facilities to complete the research
work. As well as to all others who extended the precious co-operation by
providing all documents and details required for this work.

Anupama Yadav

M.B.A 3rd Sem


Roll No.:-..........................
INDEX

1- HISTORY OF FORD

2- MANAGEMENT OF FORD INDIA

3- OBJECTIVE OF FORD INDIA

4- PRODUCT DETAILS

5- WHAT IS MARKETING STRATEGY?

6- MARKETING STRATEGY OF FORD MOTORS INDIA

7- RESEARCH METHODOLOGY

8- ANALYSIS & INTERPRETATION

9- SUGGESTION

10- QUESTIONAIRE

11- BIBILIOGRAPHY
HISTORY OF FORD

Henry Ford (ca. 1919)

Type : Public company

Founded : Jun 16, 1903

Headquarter : Dearborn, Michigan, U.S.

Founder : Henery Ford

Area Served : Worldwide

Key People : William C. Ford Jr.


(Executive Chairman)
Alan R. Mullay
( President & CEO)

Industry : Automotive
Ford Motor Company is an American multinational
corporation and the world's fourth largest automaker based on
worldwide vehicle sales. Based in Dearborn, Michigan, a suburb
of Detroit, the automaker was founded by Henry Ford, and
incorporated in June 16, 1903. Ford now encompasses many
brands, including Lincoln and Mercury of the U.S. and Volvo of
Sweden.

EARLY DEVELOPMENT

Ford was launched in a converted factory in 1903 with $28,000 in cash from
twelve investors, most notably John and Horace Dodge, who would later
found the Dodge Brothers Motor Vehicle Company. Henry Ford was 40
years old when he founded the Ford Motor Company, which would go on to
become one of the largest and most profitable companies in the world, as
well as being one of the few to survive the Great Depression. The largest
family-controlled company in the world, the Ford Motor Company has been
in continuous family control for over 100 years.

The first Ford factory on Bagley Street, Detroit.

During its early years, the company produced a range of vehicles


designated, chronologically, from the Ford Model A (1903) to the Model K
and Model S (Ford's last right-hand steering model) of 1907. The K, Ford's
first six-cylinder model, was known as "the gentleman's roadster" and "the
silent cyclone", and sold for US$2800; by contrast, around that time,
the Enger 40 was priced at US$2000, the Colt Runabout US$1500, the high-
volume OldsmobileRunabout US$650, Western's Gale Model A
US$500, and the Success hit the amazingly low US$250.
The next year, Henry Ford introduced the Model T. Earlier models were
produced at a rate of only a few a day at a rented factory on Mack Avenue
in Detroit, Michigan, with groups of two or three men working on each car
from components made to order by other companies (what would come to
be called an "assembled car"). The first Model Ts were built at the Piquet
Road Manufacturing Plant, the first company-owned factory. In its first full
year of production, 1909, about 18,000 Model Ts were built. As demand for
the car grew, the company moved production to the much larger Highland
Park Plant, and in 1911, the first year of operation there, 69,762 Model Ts
were produced, with 170,211 in 1912. By 1913, the company had developed
all of the basic techniques of the assembly line and mass production. Ford
introduced the world's first moving assembly line that year, which reduced
chassis assembly time from 12 hours in October to 2 hours 40 minutes
(and ultimately 1 hour 33 minutes), and boosted annual output to 202,667
units that year After a Ford ad promised profit-sharing if sales hit 300,000
between August 1914 and August 1915, sales in 1914 reached 308,162, and
501,462 in 1915; by 1920, production would exceed one million a year.

These innovations were hard on employees, and turnover of workers was


very high, while increased productivity actually reduced labor
demand. Turnover meant delays and extra costs of training, and use of slow
workers. In January 1914, Ford solved the employee turnover problem by
doubling pay to $5 a day, cutting shifts from nine hours to an eight hour day
for a 5 day work week (which also increased sales; a line worker could buy
a T with less than four months' pay), and instituting hiring practices that
identified the best workers, including disabled people considered
unemployable by other firms. Employee turnover plunged, productivity
soared, and with it, the cost per vehicle plummeted.

Ford cut prices again and again and invented the system of franchised
dealers who were loyal to his brand name. Wall Street had criticized Ford's
generous labor practices when he began paying workers enough to buy the
products they made.

Ford assembly line (1913)


While Ford attained international status in 1904 with the founding of Ford
of Canada, it was in 1911 the company began to rapidly expand overseas,
with the opening of assembly plants in England and France, followed by
Denmark (1923), Germany (1925), Austria (1925), and Argentina
(1925), and also in South Africa (1924) and Australia (1925) as subsidiaries
of Ford of Canada due to preferential tariff rules
for Commonwealth countries. By the end of 1919, Ford was producing 50
percent of all cars in the United States, and 40% of all British ones; by 1920,
half of all cars in the U.S. were Model Ts. (The low price also killed
the cycle car in the U.S.) The assembly line transformed the industry; soon,
companies without it risked bankruptcy. Of 200 U.S. car makers in 1920,
only 17 were left in 1940.

Ford 1916 Model T Field Ambulance. This canvas on wood frame model
was used extensively by the British & French as well as the American
Expeditionary Force in World War I. Its top speed was 45 mph (72 km/h),
produced by a 4 cylinder water cooled engine
It also transformed technology. Henry Ford is reported to have said, "Any
customer can have a car painted any color that he wants so long as it is
black." Before the assembly line, Ts had been available in a variety of
colors, including red, blue, and green, but not black. Now, paint had become
a production bottleneck; onlyJapan Black dried quickly enough, and not
until Duco lacquer appeared in 1926 would other colors reappear on the T.[8]
In 1915, Henry Ford went on a peace mission to Europe aboard a ship,
joining other pacifists in efforts to stop World War I. This led to an increase
in his personal popularity. Ford would subsequently go on to support the
war effort with the Model T becoming the underpinnings for Allied military
vehicles, like theFord 3-Ton M1918 tank, and the 1916 ambulance.
HISTORY OF BLUE OVAL

The Ford oval trademark was first introduced in 1907. The 1928 Model A
was the first vehicle to sport an early version of the Ford script in the oval
badge. The dark blue background of the oval is known to designers
as Pantone 294C. The Ford script is credited to Childe Harold Wills, Ford's
first chief engineer and designer. He created a script in 1903 based on the
one he used for his business cards. Today, the oval has evolved into a perfect
oval with a width-to-height ratio of 8:3. The current Centennial Oval was
introduced on June 17, 2003 as part of the 100th anniversary of Ford Motor
Company.

POST-WORLD WAR I DEVELOPMENT

In 1919, Edsel Ford succeeded his father as president of the company,


although Henry still kept a hand in management. While prices were kept
low through highly efficient engineering, the company used an old-
fashioned personalized management system, and neglected consumer
demand for improved vehicles. So, while four wheel brakes were invented
by Arrol-Johnson (and were used on the 1909 Argyll), they did not appear
on a Ford until 1927 (To be fair, Chevrolet waited until 1928.) Ford steadily
lost market share to GM and Chrysler, as these and other domestic and
foreign competitors began offering fresher automobiles with more
innovative features and luxury options. GM had a range of models from
relatively cheap to luxury, tapping all price points in the spectrum, while
less wealthy people purchased used Model Ts. The competitors also opened
up new markets by extending credit for purchases, so consumers could buy
these expensive automobiles with monthly payments.
Ford initially resisted this approach, insisting such debts would ultimately
hurt the consumer and the general economy. Ford eventually relented and
started offering the same terms in December 1927, when Ford unveiled the
redesigned Model A, and retired the Model T after producing 15 million
units.
Lincoln Motor Company

On February 4, 1922 Ford expanded its reach into the luxury auto market
through its acquisition of the Lincoln Motor Company, named for Abraham
Lincoln whom Henry Ford admired, but Henry M. Leland had named the
company in 1917. The Mercury division was established in 1938 to serve
the mid-price auto market.[14] Ford Motor Company built the largest museum
of American History in 1928, The Henry Ford.
Henry Ford would go on to acquire Abraham Lincoln's chair, which he was
assassinated in, from the owners of the Ford Theatre. Abraham Lincoln's
chair would be displayed along with John F. Kennedy's Lincoln limousine in
the Henry Ford Museum & Greenfield Village in Dearborn, known today as
The Henry Ford. Kennedy's limousine was leased to the White House by
Ford.
Fordland
In 1928, Henry Ford negotiated a deal with the government of Brazil for a
plot of land in the Amazon Rainforest. There, Ford attempted to cultivate
rubber for use in the company's automobiles. After considerable labor
unrest, social experimentation, and a failure to produce rubber, and after the
invention of synthetic rubber, the settlement was sold in 1945 and
abandoned.
The Great Depressio
During the great depression, Ford in common with other manufacturers,
responded to the collapse in motor sales by reducing the scale of their
operations and lying off workers. By 1932, the unemployment rate
in Detroit had risen to 30% with thousands of families facing real hardship.
Although Ford did assist a small number of distressed families with loans
and parcels of land to work, the majority of the thousands of unskilled
workers who were laid off were left to cope on their own. However, Henry
Ford angered many by making public statements that the unemployed
should do more to find work for themselves.
This led to Detroits Unemployed Council organizing the Ford Hunger
March. On March 7, 1932 some 3,000 - 5,000 unemployed workers
assembled in West Detroit to march on Ford's River Rouge plant to deliver
a petition demanding more support. As the march moved up Miller Road
and approached Gate 3 the protest turned ugly. The police fired tear gas into
the crowd and fire trucks were used to soak the protesters with icy water.
When the protesters responded by throwing rocks, the violence escalated
rapidly and culminated in the police and plant security guards firing live
rounds through the gates of the plant at the unarmed protesters. Four men
were killed outright and a fifth died later in hospital. Up to 60 more were
seriously injured.
Soviet Fords and the Gorki
In May 1929 the Soviet Union signed an agreement with the Ford Motor
Company. Under its terms, the Soviets agreed to purchase $13 million worth
of automobiles and parts, while Ford agreed to give technical assistance
until 1938 to construct an integrated automobile-manufacturing plant
at Nizhny Novgorod. Many American engineers and skilled auto workers
moved to the Soviet Union to work on the plant and its production lines,
which was named Gorkovsky Avtomobilny Zavod (GAZ), or Gorki
Automotive Plant in 1932. A few American workers stayed on after the
plant's completion, and eventually became victims of Stalin's Great Terror,
either shot or exiled to Soviet gulags. In 1933, the Soviets completed
construction on a production line for the Ford Model-A passenger car, called
the GAZ-A, and a light truck, the GAZ-AA. Both these Ford models were
immediately adopted for military use. By the late 1930s production at Gorki
was 80,000-90,000 "Russian Ford" vehicles per year. With its original Ford-
designed vehicles supplemented by imports and domestic copies of
imported equipment, the Gorki operations eventually produced a range of
automobiles, trucks, and military vehicles.
World War II
President Franklin Roosevelt referred to Detroit as the "Arsenal of
Democracy." The Ford Motor Company played a pivotal role in the allied
victory during World War I and World War II. As a pacifist, Henry Ford
had said war was a waste of time, and did not want to profit from it. He was
concerned the Nazis during the 1930s might nationalize his factories in
Germany. During the Great Depression Ford's wages may have seemed
great to his employees but many of the rules of the factories were very harsh
and strict. Those were tense times for American companies doing business
in Europe. Ford established a close collaboration with Germany's Nazi
government before the war-- so close, in fact, that Henry Ford received, in
July 1938, the Grand Cross of the German Eagle medal from the Nazi
government. In the spring of 1939, the Nazis assumed day to day control of
Ford factories in Germany. However, Ford's Dearborn headquarters
continued to maintain 52% ownership over the factories. Ford factories
contributed significantly to the buildup of Germany's armed forces. Ford
negotiated a resource-sharing agreement that allowed the German military
to access scarce supplies, particularly rubber. During this same period, Ford
was hesitant to participate in the Allied military effort. In June 1940, after
France had fallen to the Wehrmacht, Henry Ford personally nixed a plan to
build airplane engines for the Allies.
The situation changed after Pearl Harbor. With Europe under siege, Henry
Ford's genius would be turned to mass production for the war effort. These
efforts benefited the Allies as well as the Axis. After Bantam invented
the Jeep, the US War Department handed production over to Ford
and Willys. When Consolidated Aircraft could at most build one B-24
Liberator a day, Ford would show the world how to produce one an hour, at
a peak of 600 per month in 24 hour shifts. The specially-designed Willow
Run plant broke ground in April 1941. At the time, it was the largest
assembly line in the world, with over 3,500,000 square feet (330,000 m2)
under one roof. Edsel Ford, under severe stress, died in the spring of 1943 of
stomach cancer, prompting his grieving father to resume day-to-day control
of Ford. Mass production of the B-24 began by August 1943. Many pilots
slept on cots waiting for takeoff as B-24s rolled off the line. Ford production
was important to Nazi forces as well: roughly one-third of the German
Army's trucks, which played a crucial role in Germany's blitzkrieg strategy,
were produced by Ford.
After the US declared war in December 1941, Ford could no longer
communicate directly with its factories in Germany. However, indirect
communications continued, in at least one case. Robert Schmidt, the Nazi
manager of the Cologne Ford plant, traveled to Portugal in 1943 in order to
consult with Ford officials there. The Treasury Department also investigated
Ford for alleged collaboration with German-run Ford plants in occupied
France, but did not find conclusive evidence. After the war, Schmidt and
other Nazi-era managers kept their jobs with Ford's German division.
In the United Kingdom, Ford built a new factory in Trafford
Park, Manchester during WW2 where over 34,000 Rolls-Royce
Merlin aero engines were completed by a workforce trained from scratch.
visit Bhargava.
Post-World War ll Development

A Ford Taurus, one of Ford's best-selling models. In its 21 year lifespan, it


sold 7,000,000 units. It is the 4th best selling car in Ford's history, behind
only the F-150, the Model T, and the Mustang.
At the behest of Edsel Ford's widow Eleanor and Henry's wife
Clara, Henry Ford would make his oldest grandson, 28-year-old Henry
Ford II, President of Ford Motor Company. At the time of his takeover,
Ford was in financial chaos, losing US$9 million a month.
Henry Ford III served as President from 19451960, and as Chairman and
CEO from 19601980. "Hank the Deuce" led Ford to become a trade
corporation in 1956. However, the Ford family maintains about 40 percent
controlling interest in the company, through a series of Special Class BP
referred. Also in 1956, following its emphasis on safety improvements in
new models, Motor Trend awarded the company its "Car of the Year"
award.
In 1947, Henry Ford died. According to A&E Biography, an estimated 7
million people mourned his death.
Ernest R. Breech, head of Bendix Aviation, was hired in 1946 and became
the Executive Vice President, and became Board Chairman in 1955.
In 1946, Robert McNamara joined Ford as manager of planning and
financial analysis. He advanced rapidly through a series of top-level
management positions to the presidency of Ford on 9 November 1960, one
day after John F. Kennedy's election. The first company head selected
outside the Ford family, McNamara had gained the favor of Henry Ford II,
and had aided in Ford's expansion and success in the postwar period. Less
than five weeks after becoming president at Ford, he accepted Kennedy's
invitation to join his cabinet, as Secretary of Defense.
In the 1950s, Ford introduced the iconic Thunderbird in 1955 and
the Edsel brand automobile line in 1958, following a US$250 million dollar
research and marketing campaign, which had failed to ask questions crucial
for the marquees success. Edsel was cancelled after less than 27 months in
the marketplace in November 1960. The corporation bounced back from the
failure of the Edsel by introducing its compact Falcon in 1960 and
the Mustang in 1964. By 1967, Ford of Europe was established.
Lee Iacocca was involved with the design of several successful Ford
automobiles, most notably the Mustang. He was also the "moving force," as
one court put it, behind the notorious Pinto. He promoted other ideas which
did not reach the marketplace as Ford products. Eventually, he became the
president of the company, but clashed with "Bunkie" Knudsen as well as
Henry II and ultimately, on July 13, 1978, he was fired by Henry II, despite
Ford posting a $2.2 billion dollar profit for the year. He was subsequently
hired by the Chrysler Corporation, of which he pulled his turnaround in
the 1980s. In 1979 Philip Caldwell became Chairman, succeeded in 1985
by Donald Petersen.
Harold Poling served as Chairman and CEO from 1990-1993. Alex Trot
man was Chairman and CEO from 1993-1998, and Jacques Nasser served
at the helm from 1999-2001. Henry Ford's great-grandson, William Clay
Ford Jr., is the company's current Chairman of the Board and was CEO
until September 5, 2006, when he named Alan Mulally from Boeing as his
successor. As of 2006, the Ford family owns about 5 percent of Ford's
shares and controls about 40 percent of the voting power through a separate
class of stock.

Current Ford CEO Alan Mulally, who was hired by William Clay Ford,
Jr. to restructure the company.
In December 2006, Ford announced it would mortgage all assets, including
factories and equipment, office property, intellectual property (patents and
blue oval trademarks), and its stakes in subsidiaries, to raise $23.4 billion
in cash. The secured credit line is expected to finance product development
during the restructuring through 2009, as the company expects to burn
through $17 billion in cash before turning a profit. The action was
unprecedented in the company's 103 year history.

General Corporate timeline

Henry Ford and the Quadricycle

1896 Quadricycle at The Henry Ford Museum in Dearborn, MI

1903 Model A

Ford Model T ad - ca 1908


1930 Model A Fordor

The Ford Australia plant under construction in Geelong, Victoria,Australia, 1926

Mustang Serial #1 - The First Mustang

Henry Ford and the QuadricycleGeneral Timeline (through


2002): Ford 1896: Henry Ford builds his first vehicle
the Quadracycle on a buggy frame with 4 bicycle wheels.
1898: Ford creates the Detroit Automobile Company; two and a half
years later it is dissolved.
1901: Ford wins high-profile car race in Grosse Pointe, Mi
1901: The Henry Ford Company is incorporated but discontinued
the following year only to be reinvigorated by Henry Leland as
the Cadillac Motor Company
1903: Ford Motor Company incorporated with 11 original investors.
The Model A "Ford mobile" is introduced - 1,708 cars are produced.
1904: Ford Motor Company of Canada incorporated
in Walkerville, Ontario
1904: Henry Ford teams up with Harvey Firestone of Firestone
Tires
1906: Ford becomes the top selling brand in the US, with 8,729 cars
produced.
1908: Model T is introduced. 15 million are produced through 1927.
1909: Ford Motor Company (England) established, otherwise referred
to as Ford of Britain
1911: Ford opens first factory outside North America in
Manchester, England.
1913: The moving assembly line is introduced at Highland Park
assembly plant, making Model T production 8 times faster.
1913: Ford opens second world branch in Argentina as Ford Motor
Argentina
1914: Ford introduces $5 ($108, adjusted for inflation)
workday minimum wage double the existing rate.
1918: Construction of the Rouge assembly complex begins.
1919: Edsel Ford succeeds Henry as Company President.
1921: Ford production exceeds 1 million cars per year, nearly 10
times more than Chevrolet - the next biggest selling brand.
1922: Ford purchases Lincoln Motor Company for US $8 million
($104 million, adjusted for inflation).
1925: Ford introduces Ford Tri-Motor airplane for airline services
1926: Ford Australia is founded in Geelong, Victoria, Australia.
1927: Model T production ends, Ford introduces the next generation
Model A, from the Rouge complex.
1929: Ford regains production crown, with annual production peaking
at 1.5 million cars
1931: Ford and Chevy brands begin to alternate as U.S. production
leaders, in battle for automobile sales during the Great Depression.
1932: Ford introduces the one-piece cast V8 block. It makes
the Model 18 the first low-priced V8-powered car. In London Royal
Albert Hall the Model 19, or as it was marketed Model Y, are introduced
February 19. The first of a long line of small European Fords.
1936: Lincoln-Zephyr is introduced.
1938: The German consul at Cleveland awards Henry Ford
the Grand Cross of the German Eagle, the highest medal Nazi
Germany could bestow on a foreigner. There is some evidence Ford had
Nazi sympathies, at least before World War II. He may have financed
some Nazi activities, and was active in anti-Semitic efforts.
1939: Mercury division is formed to fill the gap between economical
Fords and luxury Lincolns. Operated as a division at Ford until 1945
1941: The Lincoln Continental is introduced. Ford begins building
general purpose "jeep" for the military. First labor agreement with UAW-
CIO covers North American employees.
1942: Production of civilian vehicles halted, diverting factory
capacity to producing B-24 Liberator bombers, tanks, and other
products for the war effort.
1943: Easel Ford dies of cancer at the age of 49, Henry Ford resumes
presidency.
1945: Henry Ford II becomes president.
1945: Lincoln and Mercury are combined into a single division.
1946: Ford sues the allies for damages done to his factories in
Dresden during the infamous bombing, and wins compensation.
1946: The Whiz Kids, former US Army Air Force officers, are hired
to revitalize the company. Automobile production resumes.
1947: Henry Ford dies of cerebral hemorrhage at the age of 83;
Henry Ford II becomes new chairman.
1948: F-1 Truck introduced. Lincoln Continental Is introduced.
1949: The '49 Ford introduces all-new post-war era cars.
The "Woody" station wagon is introduced.
1953 Ford Canada Headquarters and Car Plant opens in Oakville,
Ontario
1954: Thunderbird introduced as a personal luxury car with aV8.
Ford begins crash testing, and opensArizona Proving Grounds.
1956: $10,000 ($80.9 thousand, adjusted for inflation) Lincoln
Continental Mark II introduced. Ford goes public with common stock
shares. Ford's emphasis on safety with is Lifeguard option package,
including seat belts and dash padding, earns the companyMotor Trend's
"Car of the Year" award.
1957: Ford launches the Edsel brand of automobiles in the fall of
1957 as 1958 models. Ford is top selling brand, with 1.68 million
automobiles produced.
1959: Ford Credit Corporation formed to provide automotive
financing.
1959: Ford withdraws the 1960 model Easels from the market in
November 1959.
1960: Ford Galaxie and compact Ford Falcon introduced.
1960: Robert Mcnamara is appointed President of Ford by
ChairmanHenry Ford II.
1960: Ford President Robert McNamara appointed Secretary of
Defense by President electJohn F. Kennedy.
1964: Ford Mustang creates pony car segment, Ford
GT40 challenges Ferrari and Porsche at Lemans.
1965: Ford brand US sales exceed 2 million units.
1965: Ford Galaxies 500 LTD debuts, advertised as quieter than a
Rolls Royce
1966: Ford Bronco sport utility vehicle introduced.
1967: Ford of Europe is established.
1967: Ford opens Talbot Ville car plant in St. Thomas, Ontario
1968: Lincoln Mark Series is introduced as the company's first
personal luxury car to compete with the Cadillac Eldorado
1970: Ford Maverick are introduced. Ford establishes Asia Pacific
operations.
1972: Retractable seat belts introduced.
1973: Ford US brand sales reaches an all time high of 2.35 million
vehicles produced.
1974: Ford Mustang II debuts as a smaller more economical pony car.
1975: Ford Granada and Mercury Monarch introduced, Maverick
continues
1978: Ford Motor Company celebrates 75th anniversary. Continental
Mark V and Thunderbird available with "Diamond Jubilee Edition"
packages.
1979: Ford acquires 25% stake in Mazda.
1981: The Lincoln Town Car and Ford Escort are introduced.
1984: Ford Tempo and Mercury Topaz are introduced.
1985: Merkur name launched based on several successful European
vehicles.
1985: Ford Taurus introduced with dramatic "aero design" styling,
along with Ford Aerostar minivan.
1987: Ford acquires Aston Martin Lagonda and Hertz Rent-a-Car.
1988: Ford Festiva, built in Korea by Kia is introduced.
1989: Ford acquires Jaguar. Mazda MX-5 Miata is unveiled.
1990: Ford Aerostar is Motor Trend's Truck Of The Year, while
Lincoln Town Car is Motor Trend's Car Of The Year.
1990: Merkur brand of automobiles production discontinued.
1991: Ford Explorer is introduced, turning the traditionally rural and
recreational SUV into a popular family vehicle.
1992: Ford Taurus becomes America's top selling car, displacing the
Honda Accord.
1994: Ford Tempo and Mercury Topaz are discontinued - replaced
by Ford Contour and Mercury Mystique.
1994: Ford Aspire replaces Festiva, becoming the first car in its
class to offer standard dual air bags and optional 4-wheel ABS.
1995: Ford's first front wheel drive V8 sedan is introduced, the 4.6L
V8-powered Lincoln Continental.
1995: New front wheel drive Ford Windstar minivan is introduced.
Aerostar remains in production. Redesigned Ford Explorer released,
now with standard safety features such as dual air bags, 4-wheel ABS as
standard equipment.
1996: Ford certifies all plants in 26 countries to ISO 9000 quality
and ISO 14001 environmental standards. The V12-powered Jaguar XJS
is discontinued.
1996: Controversially redesigned "Ovoid" Ford Taurus and
Mercury Sable are introduced. Exit of Chevrolet Caprice leaves full
size fleet market to Ford Crown Victoria.
1996: Ford increases investment stake in a
troubled Mazda Corporation to a controlling interest of 33.4%.
1997: Full size 4-door SUV Ford Expedition introduced replace
the Ford Bronco.Mercury Mountaineer introduced. Redesigned Ford
Escort and Mercury Tracer also introduced.
1997: Ford Aerostar production ends, along with Ford Probe, Ford
Thunderbird, Mercury Cougar, Mazda MX-6, and Ford Aspire,
without immediate replacement.
1997: Sculpted redesign of Ford's top-selling F-150 pickup,
overcomes controversy to set sales records.
1998: Lincoln Navigator creates domestic luxury SUV class. Mark
VIII is in its final year, introduces HID-headlamps.
1998: The Focus replaces the ageing Escort in Europe and quickly
becomes one of the best-selling cars of the segment.
1999: Ford acquires Volvo car division from Volvo. Bill
Ford becomes Chairman of the Board, replacing Jacques Nasser.
1999: A smaller sporty Mercury Cougar is reintroduced with front
wheel drive.
1999: Jaguar Racing Formula One team is formed, with Jackie
Stewart at the helm.
1999: Ford splits its full-sized pick-ups into two distinct models (the
first to do so) with the introduction of the Ford F-Series Super Duty (F-
250 - F-550). Ford Excursion (based on Super Duty) is introduced, and
has the distinction of being the largest SUV sold anywhere.
2000: Ford purchases Land Rover brand from BMW. Lincoln
LS and Jaguar S-Type are introduced, along with a refreshed Ford
Taurus and Mercury Sable. The Lincoln LS becomes the 2000 Motor
Trend Car of the Year.
2001: Retro-styled Ford Thunderbird is introduced, based on the
Lincoln LS/Jaguar S-Type DEW98 platform, and is also named Motor
Trend Car of the Year for 2002.
2002: Lincoln Continental is discontinued after a roughly fifty year
run. Jaguar X-Type is introduced (first AWD Jaguar).
2003: Ford Motor Company's 100th Anniversary. The Ford GT is
released, along with limited Centennial editions of some Ford vehicles.
2004: Jaguar Racing team sold to Red Bull GmbH. Ranger sales
decline, losing the title as top-selling compact pickup. The
similar Mazda B-series pickup is withdrawn from the US market. The
Ford Escape Hybrid, the first gasoline-electric hybrid SUV, is
introduced. Major redesign of the Ford F-150 and introduction of
the Lincoln Mark LT. Ford Freestar and Mercury Monterey minivans
are introduced, replacing the Ford Windstar and Mercury Villager.
2005: Ford Mustang redesigned with retro styling reminiscent of the
1960s models. The Ford Five Hundred, Mercury Montego, and Ford
Freestyle are introduced. Mercury Sable production ends, and Ford
Taurus production is limited to rental car, taxi, and other fleet sales.
2006: Ford Taurus ends production after a 20-year run. Ford
Fusion, Mercury Milan, and Lincoln Zephyr introduced. Ford
announces major restructuring program The Way Forward, which
includes plans to shut unprofitable factories. Bill Ford steps down as
CEO, remains as Executive Chairman. Alan Mulally elected President
and CEO. Ford Freestar and Mercury Monterey minivans are
discontinued without replacement. Ford mortgages all assets to raise
$23.4 billion cash in secured credit lines, in order to finance product
development during restructuring through 2009. According to J. D.
Power and Associates quality surveys, the Ford Fusion is rated higher in
quality than its chief rivals, the Toyota Camry and Honda Accord.
2007: Ford reports losses of $12.7 billion for 2006. Ford
Edge and Lincoln MKX introduced. The Lincoln Zephyr is replaced
with the Lincoln MKZ. A redesigned Ford Expedition (including the
longer wheelbase "EL" version) and Lincoln Navigator are introduced.
Ford unveils the Ford Interceptor and Lincoln MKR concept cars, and
a pre-production Lincoln MKS is introduced. The Ford Five
Hundred , Ford Freestyle and Mercury Montego nameplates are
dropped and replaced with the previously retired Ford Taurus, Ford
Taurus X, and Mercury Sable nameplates.
2007: Ford sells Aston Martin to a British consortium led
by Prodrive chairman David Richards, and announces plans to
sell Jaguar and Land Rover.
2008: Ford sells Jaguar and Land Rover to Tata Motors.

Management of ford India

MICHAEL BONEHAM - President and Managing


Director, Ford India

Michael Boneham is the President and Managing Director at Ford India


since June 2008. He reports directly to John Parker, executive vice
president, Asia Pacific and Africa.

Prior to this position, Michael was the executive director Operations at


Ford India, where he has been responsible for Product Engineering,
Purchasing, Manufacturing and Quality. Michael has more than 24 years
experience in the automotive industry, with comprehensive knowledge and
understanding of Ford's global manufacturing and operations.

In his role, Michael is responsible for the successful and ongoing


implementation of Ford Motor Companys aggressive expansion plans in
India, including setting up a new engine manufacturing facility to support
local and export requirements, doubling the capacity of the vehicle assembly
facility and launch of new vehicles for the market.

Prior to his Ford India posting, Michael served as manufacturing director,


Asia Pacific and Africa, based in Ford Motor Company's regional
headquarters in Bangkok, Thailand, where he was instrumental in driving
significant capacity expansion of Ford's operations across the region. He
was also responsible for the implementation of an integrated regional
Quality Operating system, as well as the Ford Production System, which
incorporated Ford's fully integrated manufacturing facilities and operations.
Michael has significant experience in launching key new product for the
Company and has held a number of senior international manufacturing
positions within Ford Motor Company, including plant manager, Powertrain
Operations at Ford Australia; General Manager, Vehicle Operations at Land
Rover in the UK; and plant manager of Auto Alliance International, a
Ford/Mazda joint venture production facility in Michigan, USA.

SANDIP SANYAL Executive Director - Operations,


Ford India, India

Sandip Sanyal is the Executive Director, Operations at Ford India since June
2008. Sandip reports to Michael Boneham, President and Managing
Director, Ford India.
In his previous role, as Vice President, Supply, Sandip was instrumental in
developing a strong local supply base and a supply team in India. A large
number of joint ventures between global suppliers and leading Indian
suppliers were created during this process.

Sandip has also played a role in developing business strategy for Ford in
Asia Pacific on an overseas assignment at Ford Motor Company in the US.
Sandip was also involved in the development of product strategy and a
viable plan for localization of the diesel engine critical for success in Indian
market. He has been instrumental in rolling out TVM process in Ford India
and providing guidance to the TVM team in India.

Sandip joined Ford Motor Company in 1996. An Engineering graduate from


Indian Institute of Technology (IIT), he has also completed a Masters in
Business Administration with distinction from XLRI, Jamshedpur.

NIGEL E. WARK - Executive Director, Marketing, Sales


and Service, Ford India

Nigel E. Wark is the Executive Director for Marketing, Sales and Service at
Ford India since March 2008. He has overall responsibility for Marketing,
Sales and Customer Service Operations in support of Ford India's expected
rapid future growth in the market through capacity expansion and a major
shift into the high volume segment. Wark reports to Michael Boneham,
President & Managing Director of Ford India.

Wark has extensive experience in sales, marketing and service and a strong
knowledge of the 12 markets comprising Ford's Asia Pacific and Africa
(APA) region. Prior to this appointment, Wark served as Executive Director
of Sales, APA, based in Bangkok, Thailand and Director of Customer
Service Operations (APA).

As Director of Customer Service for APA, Wark was responsible for all
service strategies and customer loyalty for APA, including Service
marketing, Quality Care, input into product development, brand alignment,
marketing, service and technical competency, parts supply and logistics,
customer satisfaction, training and development, and implementing
customer focused synergies for the APA organization.

Prior to this, Wark held the position of General Manager Ford Customer
Service Division for Ford of Australia.From 1995 to 2000, Wark served as
Marketing Sales & Service Director, Ford New Zealand before being
promoted to Managing Director after just two years. In these roles, he led a
restructuring exercise in the Marketing Sales and Service organization and
was instrumental in driving synergies with Ford Credit and Mazda, as well
as expansion and increased production from the Alloy Wheel manufacturing
operation.

Wark began his career with Ford Australia in their South Australian regional
office in 1975. After completing an extensive rotation of regional
assignments, he moved to the Head Office in Melbourne in 1985.
Wark earned a Bachelor of Economics degree from Flinders University in
Australia in 1974.

KULJIT RANA - Vice President, Finance and Whole


time Director, Ford India

Kuljit Rana is the Vice President, Finance and Whole time Director at Ford
India. He took this position in June 2009 and is responsible for all financial
aspects of Ford India. Kuljit reports to Michael Boneham, President and
Managing Director, Ford India.
Kuljit has extensive experience in Finance having held a range of positions
covering diverse aspects of Finance including Product Development,
Treasury, Manufacturing, Marketing & Sales, Profit Analysis and Dealer
Operations, both in UK and Germany.
In his previous role, as Accounting and Internal Control Director for Ford
Asia Pacific and Africa, based in Chennai, he was deeply involved in
consolidation of accounting activity and improving overall controls and
governance environment in the Asia Pacific & Africa region.
Kuljit has also served as the Finance Director at Ford Retail, a wholly
owned Ford dealership operation in Europe comprising of 80+ outlets,
retailing 60,000 new and used vehicles a year. As Finance Director, at Ford
Retail, Kuljits responsibilities included managing all Finance activities of
the Company.
Kuljit joined Ford Motor Company in the UK in 1995 as a Junior Manager -
Financial Analysis. A Bachelor in Mechanical Engineering from Punjab
Engineering College, he also holds a Masters in Business Administration
from Manchester Business School in the UK.

VAIRAMANI PANDIYAN - Vice President, Human


Resources, Ford India

Vairamani Pandiyan is Vice President, Human Resources at Ford India. He


took this position in January, 2008. Pandiyan reports to Michael Boneham,
President and Managing Director, Ford India.
As Vice President Human Resources, Pandiyan is responsible for the human
resources practice across Ford organizations in India, including, Ford India
[FIPL], the automobile manufacturing business, Ford Business Service
Centre [FBSC] - a business process center for Ford's global operations and
Ford Information Technology Services [FITS] - the hub for the company's
IT and engineering initiatives in India and the Asia Pacific region.
Pandiyan also serves as a member of the Board of the FBSC. He represents
Ford in India in the HR Council of the Conference Board, and
Confederation of Indian Industry, South task force on skill development and
employment generation.
Pandiyan has over two and half decades of HR experience, having worked
in a diverse set of industries steel, chemicals, consumer goods, automobile
and HR services. He joined Ford in September 2006. In his HR career, he
has worked through the entire spectrum of HR functions, such as labour
relations, management development, talent acquisition, compensation and
HR information systems. As a keen HR professional, he has addressed many
professional gatherings and written popular articles.
He holds a Bachelor's Degree in Philosophy and a Masters in Human
Resources Management having specialized in Organisational Behaviour.

Objective of ford
Primary objective:-
To know the influence of various marketing strategies,
promotional activities towards the customers of four
wheelers(cars).

Secondary objective:-

1. To know the effective factors for preferring four


wheelers(cars).
2. To know the factor of awareness of cars.
3. To study and analyze the promotional strategies of ford.
4. To know whether the customers are satisfied with the offer
given by the dealers.
5. To know which kind of offers can attract the new
customers.
6. To find the area to be improved.
7. To find out satisfaction of the customers.
8. To find the reasons for the dissatisfaction.
9. To study the channels levels involved in the promotion of
ford.
10. To study and analyze the customers perception
regarding the usefulness/ utility of ford cars.
11. To study and analyze the distributors perception
regarding the promotional and distributional strategies of
ford.
Product details

Ford Ikon

Model type 1.3 1.4 duratorq


Rocam(petrol) TDCi (diesel)
Price (lac) 5.50 6.25
Engine type 4 in-line,8V 4 in-line 8V
SOHC rocam SOHC,
petrol TDCi(common
rail)
Fuel system SEFI TDCi common
rail
Displacement 1297 1399
cc
Compression 10.2:1 18:1
ratio
Max.power 70ps/5500rpm 68ps/4000 rpm
ps/rpm
Max.torque 105nm/2500rpm 160 nm/
nm/rpm 2000rpm
Transmission 5 speed manual 5 speed manual
Ford Fiesta

Model type 1.6L 1.4L Duratorq


Duratec(petrol) (diesel)
Engine 4 cylinder in 4 cylinder in-
line, 16 valve line,8 valve
DOHC SOHC
Displacement cc 1596 1399
Max. power 101/6500 68/4000
(ps/rpm)
Max. torque 146/3400 160/2000
(nm/rpm)
Fuel system Sequential Advance
Electric Fuel common rail
Injection(SEFI)
Transmission 5 Speed manual 5 Speed
type manual
Fuel tank 45 litres 45 litres
Price(lac.) 7.14 8.19 7.57 9.34
Ford Figo

Model type Petrol Diesel


Displacement cc 1196 1399
Valves 16V DOHC 8V DOHC
Fuel system SEFI Common rail
Max.power 71 ps/6250rpm 69ps / rpm
ps/rpm
Max.torque 102nm/4000rpm 160ps/rpm
nm/rpm
Transmission 5speed manual 5speed manual
Brakes (front) Ventilated disc Ventilated disc
Price (lakh) 3.64 5.07 5.11- 6.0
Ford Endeavor

Model 2.5 L 3.0 L


Displacement cc 2499 2953
Valves DOHC, 16 DOHC, 16
VALVE VALVE
Fuel system Direct injection Direct injection
common rail common rail
Max.power 143 / 3500 156 / 3200
ps/rpm
Max.torque 330 / 1800 380 / 2500
nm/rpm
Transmission 5 speed manual 5 speed
automatic
Brakes (front) Ventilated disc Ventilated disc
Price (lakh) 18.30 lakh 21.08
Ford Fusion

Displacement cc 1596
Type 4cyl. In-line,16 v dohc
Fuel system SEFI
Max.power ps/rpm 101 / 6500
Max.torque nm/rpm 146 / 3600
Transmission 5 Speed mannual
Price (lakh) 6.59
WHAT IS MARKETING STRATEGY?

Marketing strategy :

A marketing strategy is a process that can allow an organization to


concentrate its limited resources on the greatest opportunities to increase
sales and achieve a sustainable competitive advantage.
Any organization that wants to exchange its products or services in the
market place successfully should have a Strategic Marketing plan to guide
the allocation of its resources. A strategic marketing plan usually evolves
from an organizations overall corporate strategy and serves as a guide for
specific marketing programs and policies. Marketing strategy is based on a
situation analysis- a detailed assessment of the current marketing conditions
facing the company, its product lines, or its individual brands. From this
situation analysis, a firm develops an understanding of the market and the
various opportunities it offers, the competition and the market segments or
target markets the company wishes to pursue.
Marketing strategy is the complete and unbeatable plan, designed
specifically for attaining the marketing objectives of the firm/business unit.
The marketing objectives indicate what the firm wants to achieve; the
marketing strategy provides the design for achieving them.
For example, if the marketing objectives of a business unit stipulate
that next year, it should achieve a sales revenue of Rs. 1,000 crore and a net
profit of 15 percent of sales revenue, it is the job of marketing strategy to
indicate how and wherefrom this sale and profit will come, which product
lines/products/brands will accomplish this task and how.
Marketing strategy forms an integral part of marketing planning. A
marketing strategy is most effective when it is an integral component of
corporate strategy, defining how the organization will successfully engage
customers, prospects, and competitors in the market arena. It is partially
derived from broader corporate strategies, corporate missions, and corporate
goals. As the customer constitutes the source of a company's revenue,
marketing strategy is closely linked with sales. A key component of
marketing strategy is often to keep marketing in line with a company's
overarching mission statement.
MARKETING AND PROMOTIONS PROCESS MODEL:

Development of marketing program requires an in-depth analysis of the


market. This analysis may make extensive use of market research as an
input into the planning process.

This input, in turn, provides the basis for the development of marketing
strategies in regard to product, pricing, distribution and promotion
decisions. Each of these steps requires a detailed analysis, since this plan
serves as the road map to follow in achieving marketing goals. Once the
detailed market analysis has been completed and marketing objectives have
been established, each element in the market mix must contribute to a
comprehensive integrated marketing program. Of course, the promotional
program element must be combined with all other program elements in such
a way as to achieve maximum impact.

Formulating the marketing strategy:

Basically, formulation of marketing strategy consists of three main tasks:


1. Selecting the target market,
2. Positioning the offer,
3. Assembling the marketing mix.

This implies that the essence of the marketing strategy of a firm


for a given product or brand can be grasped from the target market chosen,
the way it is positioned and how the marketing mix is organized. The target
market shows to whom the unit intends to sell the products; positioning and
marketing mix together show how and using what uniqueness or distinction,
the unit intends to sell. The three together constitute the marketing
Strategy platform of the given product.

SELECTING THE TARGET MARKET:

To say that target market selection is a part of marketing strategy


development is just stating the obvious. It does not fully bring out the
import of the inseparable like age between the two. When the selection of
the target market is over, an important part of the marketing strategy of the
product is determined, defined and expressed.
Marketing targeting simply means choosing ones target market It needs to
be clarified at the outset that market targeting is not synonymous with
market segmentation.
Segmentation is actually tee prelude to target market selection. One has to
carry out several tasks besides segmentation before choosing the target
market.
Through segmentation, a firm divides the market into many segments.
But all these segments need not form its target market. Target market
signifies only those segments that it wants to adopt as its market. A selection
is thus involved in it.
Marketing segmentation is a process that throws up not one but several
market segments. There may be segments that are sizeable and the ones that
are not so sizeable. There may be segments assuring immediate profits and
the ones that call for heavy investments in market development. There may
also be segments that show great potential, but display tough barriers to
entry. As such, the question, which segment/segments, the firm should select
as its target market, assumes crucial importance.

STRATEGIC MARKET SEGMENTATION:

Market Segmentation is dividing up a market into distinct groups that


(1)have common needs and (2) will respond similarly to a marketing
action, which was said by Er ic N.Berkowitz, Roger A.Kerin, and William
Redulius.
The Segmentation process involves five distinct steps:
Finding ways to group consumers according to their needs.
Finding ways to group the marketing actions usually the products
offered available to the organization.
Developing a market-product grid to relate the market segments to the
firms products or actions.
Selecting the target segments toward which the firm directs its
marketing actions.
Taking marketing actions to reach target segments.
Markets can be segmented using several relevant bases. For example,
demographic characteristics of consumers, such as age, sex,
income/purchasing capacity, education level etc, form one base for
segmentation. Geographic characteristics constitute another; and buying
behavior of the consumers forms yet another base.
The various types of segmentations are :-
1.Geographic segmentation
2.Demographic segmentation
3.Psychographic segmentation
4.Buyer behavior
5.Benefits segmentation
6.Volume of purchase segmentation
POSITIONING:

Positioning is a platform for the brand.It facilitates the brand to get through
to the target consumers.
It is defined as the art and science of fitting the product or service to
one or more segments of the broad market in such a way as to set it
meaningfully apart from competition.
Positioning is the act of fixing the locus of the product offer in the minds of
the target consumers. In positioning, the firm decides how and around what
parameters, the product offer has to be placed before the target consumers.
The significance of product positioning can be easily understood from
David Ogilvys words:The results of your campaign depends less on how
we write your advertising than on how your product is positioned.

Definitions of product positioning:


Sengupta, in his book Brand Positioning says, The aim of product
positioning is to create a perception for our brand in the prospects mind so
that it stands apart from competing
brands we must cover that space in the consumers mind as if we had won
a long-term
lease. We must find a strong position in that mind and sit on it.

Micheal Rothschild, in his book Marketing Communications From


Fundamentals to Strategies says, Positioning refers to the place a brand
occupies in the mind in relation to a given product class. This place was
originally a product-related concept.Concerning market structure. The
concept now refers to the place that the brand holds in the consumers
mind related to perceptions and preferences.

Developing a Positioning Strategy:

To create a position for a product or service, Trout and Ries suggest that
managers ask themselves six basic questions.

1. What position, if any, do we already have in the prospects mind?


2. What position do we want to own?
3. What companies must be outgunned if we are to establish that position?
4. Do we have enough marketing money to occupy and hold the position?
5. Do we have the guts to stick with one consistent positioning strategy?
6. Does our creative approach match our positioning strategy?
PRODUCT POSITIONING AND BRAND POSITIONING:

It is essential to understand the relationship between products


positioning and brand positioning. Though in discussions, the two terms are
synonymously and inter changeable used, technically they are different.
Product positioning denotes the specific product category/product
class in which the given product is opting to compete. And brand
positioning denotes the positioning of the brand viz-a viz the competing
brands in the chosen product category.
It is evident that for any product, before entering the market it has to
sequentially carry out the two exercises, product positioning and brand
positioning . In the first step, the product category where the new entrant
should enter and compete, i.e. against what all products it has to compete,
has to be decided. In this step, it is the broad function that the product is
trying to serve that matters. This choice of product category will decide the
nature of the competition the product is going to face.Once product category
positioning is decided, the position for the new entrant against competing
brands in the chosen productcategory has to be analyzed and fixed.

ISSUES IN PRODUCT POSITIONING:

Where is the new offer going to compete? As what ?


Which product function/customer need is it trying to meet?
What other product categories serve this need? In other words, what are the
substitute products that serve the same need?
Where is the real gap, where is such a new offer most welcome and wanted
by the market?
What are companys competencies to fight here?

ISSUES IN BRAND POSITIONING:

In deciding the Brand positioning, the issues are:

Which are the competing brands in the chosen product category?


What are the unique claims/strengths of the various brands?
What position do they enjoy in consumers evaluation and perception?
What is the most favoured position? And yet vacant?
Can the new brand claim the needed distinction and take the position and
satisfy the need?
The major dimension of marketing strategy relates to positioning of
the offer. The
firm has already selected the target market and decided its basic offer. Now,
what is the
conjunction between these two entities? How do they get connected? What
is the interface? In other words.
What is the locus the firm seeks among the customers in the chosen target
market with its offering?
How would the firm want the consumer to view and receive the offer?
These are the issues the firm has to grapple with in positioning. And, while
formulating the marketing mix too, the firm will agitate over these issues.
The Product Differentiation and Positioning discusses the multifarious
issues involved in the subject.

PRODUCT REPOSITIONING:

Products do undergo repositioning as they go along their life cycle.


In some cases, even products that are fairing well are repositioned. This is
done mainly to enlarge the reach of the product offer and to increase the sale
of the product by appealing to a wider target market. The product is
provided with some new features or it is associated with some new target
segments.

PROMOTIONAL DECISIONS:

Promotion has been defined as the coordination of all seller initiated


efforts to set up channels of information and persuasion in order to sell
goods and services or promote an idea. While implicit communication
occurs through the various elements of the marketing mix, most of an
organizations communications with the market The basic tools used to
accomplish an organizations communication objectives are often referred to
as the promotional mix.

Advertising:

Advertising is defined as any paid form of non personal communication


about an
organization, product, service, or idea by an identified sponsor. The paid
aspect of this definition reflects the fact that the space or time for an
advertising message generally must be bought. An occasional exception to
this is the public service announcement, whose advertising space or time is
donated by the media.
Advertising is the best-known and most widely discussed form of
promotion,
probably because of its pervasiveness. It is also very important promotional
tool, particularly for companies, whose products and services are targeted at
mass consumer markets. It is a very cost-effective method for
communicating with large audiences. It can be used to create brand images
and symbolic appeals for a company or brand.

Direct Marketing:

One of the fastest-growing sectors of the U.S. economy is direct


marketing, in which organizations communicate directly with target
customers to generate a response and a transaction. It has become such an
integral part of the IMC program of many organizations and often involves
separate objectives, budgets, and strategies, we view direct marketing as a
component of the promotional mix. Direct Marketing is much more than
direct mail and mail order catalogs. It involves a variety of activities,
including database management, direct selling, telemarketing and direct
response ads through direct mail, the Internet, and various broadcast and
print media.
One of the major tools of direct marketing is direct response
advertising, whereby a product is promoted through an ad that encourages
the consumer to purchase directly from the manufacturer.

Interactive/Internet Marketing:

Interactive media allow for the back-and-forth flow of information


whereby users can participate in and modify the form and content of the
information they receive in real time. Unlike traditional forms of marketing
communications such as advertising, which are one-way in nature, the new
media allow users to perform a variety of functions such as receive and alter
information and images, make inquiries, respond to questions and of course
make purchases. In addition to the Internet, other forms of interactive media
include CD-ROMs, Kiosks, and interactive television.

Sales Promotion:

The next variable in the promotional mix is sales promotion, which is


generally defined as those marketing activities that provide extra value or
incentives to the sales force, the distributors, or the ultimate consumer and
can stimulate immediate sales, sales promotion is generally broken into two
major categories:
Consumer-oriented and Trade-oriented activities
Consumer-oriented sales promotion is targeted to the ultimate user
of a product or service and includes couponing, sampling, premiums,
rebates, contests, sweepstakes, and various point-of-purchase materials.
Trade-oriented sales promotions are targeted towards marketing
intermediaries such as wholesalers, distributors and retailers.

Publicity/Public Relations:

Publicity refers to non personal communications regarding an


organization, product, service, or idea not directly paid for or run under
identified sponsorship. It usually comes inthe form of a news story, editorial
or announcement about an organization and its products and services. Like
advertising, publicity is not directly paid for by the company.
An advantage of publicity over other forms of promotion is its
credibility. Another advantage of publicity is its low cost, since the company
is not paying its time or space in a mass medium such as TV, radio or
newspapers.
Public relations are defined as the management function which evaluates
public attitudes, identifies the policies and procedures of an individual or
organization with the public interests and executes a program of action to
earn public understanding and acceptance. Public relations generally have
a broader objective than publicity, as its purpose is to establish and maintain
a positive image of the company among its various publics.

Personal Selling:

It is a form of person-to-person communication in which a seller


attempts to assist and persuade prospective buyers to purchase the
companys product or service or to act on an idea. Unlike advertising,
personal selling involves direct contact between buyer and seller,
either face-to-face or through some form of telecommunications such as
telephone sales.
Personal selling involves more immediate and precise feedback because the
impact of the sales presentation can generally be assessed from the
customers reactions.

ASSEMBLING THE MARKETING MIX:

Assembling the marketing mix means assembling the four Ps of


marketing in the best possible combination. Involved in this process are the
choice of the appropriate marketing activities and the allocation of the
appropriate marketing effort/resources to each one of them. The firm has to
find out how it can generate the targeted sales and profit. It considers
different marketing mixes with varying levels of expenditure on each
marketing activity and tries to figure out the effectiveness of different
combinations in terms of the possible sales and profits.It then chooses the
combination/mix of products, price, place and promotion that is best
according to its judgment.
Since marketing is essentially an interaction between the marketing
mix and environmental variable, and since the latter and non-controllable,
marketing becomes synonymous with assembling and managing the
marketing mix. Of course, while assemblingthe marketing mix, the
marketing manager will take due note of the environmental variables.

Not only will he take due not of them, he will ensure that his marketing mix
suits the environmental variables. And, its it factor that renders tha task
much more complex.

MARKEGING MIX: THE SOLE VEHICLE FOR CREATING AND


DELIVERING CONSUMER VALUE

The four elements mentioned above- product, distribution, promotion


and pricing constitute the marketing mix of the firm.The marketing mix is
the sole vehicle for creating and delivering customer value.
It can be easily seen that all activities and programmes, which a
marketer designs and caries out in his effort at winning customers, relate to
one or the other of the above four elements- product, place, promotion and
pricing.It can also be seen that in each of these elements, there are several
sub-elements.For example, packaging is one of the sub-elements
of product and warehousing is one of the sub-elements of distribution.

The Four Ps of Marketing:

It was James Culliton, a noted marketing expert, who coined the expression
marketing mix and described the marketing manager as a mixer of
ingredients. To quote him,`The marketing man is a decider and an artist a
mixer of ingredients, who sometimes follows a recipe developed by others
and sometimes prepare his own recipe. And, sometimes he adapts his recipe
to the ingredients that are readily available and sometimes invents some new
ingredients, or, experiments with ingredients as no one else has tried
before.
Subsequently, Niel H.Borden, another noted marketing expert, popularized
the concept of marketing mix.
It was Jerome McCarthy, the well-known American professor of
marketing, who firstdescribed the marketing mix in terms of the four Ps.He
classified the marketing mixvariables under four heads, each beginning with
the alphabet P.
Product
Place
Price
Promotion

McCarthy has provided an easy-to-remember description of the marketing


mix variables. Over the years, the terms Marketing mix and Four Ps of
marketing have come to be used synonymously.
Assembling and managing the marketing mix is the crux of the
marketing task. And, it is through the marketing mix that the marketing
manager achieves the marketing objectives.

MARKETING STRATEGIES FALL UNDER TWO


CATEGORIES:

We have seen that target market selection, positioning and


marketing mix formulation together constitute marketing strategy.We have
also seen that a firm can assemble the marketing mix elements in many
different ways, depending on the relative weightage it assigns to the
different elements. The scope to carve out different combinations is, in fact
immense.
As a result, business firms are able to employ an abundance of strategies
and strategy stances in their relentless race to stay ahead of competition.
However, a close scrutiny will reveal that all these strategies can be fitted
into two broad categories:-

1. PRICE ORIENTED MARKETING STRATEGY


2. DIFFERENTIATION ORIENTED MARKETING STRATEGY

In other words, there are only two broad routes available for forging
marketing strategies: any strategy has to be ultimately either a price-oriented
strategy or a differentiation-oriented strategy.

PRICE ORIENTED MARKETING STRATEGY:

Firms taking to the price route in marketing strategy compete on the


strength of pricing.They use price as their competitive lever.They juggle the
price of their product to suit the prevailing competitive reality.They can
afford to offer lower prices and still make the targeted profits.They elbow
out competition with the cushion they enjoy in the matter of pricing.Price
route requires costleadership,evidently, a firm opting for the price route will
have to have a substantial cost advantage in their operations.It should be
enjoying an overall cost leadership in the given industry and its lower cost
should enable it to secure above average returns inspite of strong
competition. The cost advantage can emanate from different
factors like, scale economies, earlyu entry, a large market share built over a
period of time, locational advantage, or synergy among the different
businesses. The firms whole strategy, in fact will revolve around building
such cost advantage.
To successfully practice a price-led strategy, a firm should have
consciously taken tothe idea sufficiently early in its evolutionary process
and prepared itself for adopting such astrategy

.
DIFFERENTIATION ORIENTED MARKETING
STRATEGY:

The differentiation route of strategy revolves around aspects other


than price.It works on the principle that a firm can make its offer distinctive
from all competing offers and win through the distinctiveness.And, a firm
adopting such route can price its product on the perceived value of the
attributes of the offer and not necessarily on competition-parity basis.
Maximum scope for exploiting differentiation remains with the
product.While allthe 4Ps of marketing are important elements from the point
of view of strategy, the other Psnormally go as elaborations of the offer,
while theproductforms its core.
Product differentiation is of vital importance in product management
and has great potential in forgoing successful marketing strategies.
The product can be differentiated along two major planks:

1. Tangible product attributes and functions,


2. Intangible characteristics and emotional associations.
The tangible product attributes and functions are
Differentiation based on ingredients,
Differentiation based on functional value,
Differentiation based on additional features,
Packaging contributing to differentiation,
Differentiation based on Quality, Operational Efficiency, Technology,
Service.

DIGITAL MARKETING:

Digital Marketing is the practice of promoting products and services


using digital distribution channels to reach consumers in a timely, relevant,
personal and cost-effective manner. Whilst digital marketing does include
many of the techniques and practices contained within the category of
Internet Marketing, it extends beyond this by including
other channels with which to reach people that do not require the use of The
Internet. As a result of this non-reliance on the Internet, the field of digital
marketing includes a whole host of elements such as mobile phones,
sms/mms, display / banner ads and digital outdoor.

BUZZ MARKETING (WORD OF MOUTH):

Word of mouth, is a reference to the passing of information by verbal


means,
especially recommendations, but also general information, in an informal,
person-to-person manner. Word of mouth is typically considered a face-to-
face spoken communication, although phone conversations, text messages
sent via SMS and web dialogue, such as online profile pages, blog posts,
message board threads, instant messages and emails are often now
included in the definition of word of mouth. There is some overlap in
meaning between word of mouth and the following: rumor, gossip,
innuendo, and hearsay; however word of mouth is more commonly used to
describe positive information being spread rather than negative, although
this is not always the case.
Word-of-mouth promotion, also known as buzz marketing and viral
advertising, is highly valued by advertisers. It is believed that this form of
communication has valuable source credibility. Research points to
individuals being more inclined to believe WOMM than more formal forms
of promotion methods; the receiver of word-of-mouth referralstends to
believe that the communicator is speaking honestly and is unlikely to have
anulteriormotive(i.e. they are notreceiving an incentive for their referrals).
In order to promote and manage word-of-mouth communications, marketers
use publicity techniques as well as viral marketing methods to achieve
desired behavioral response. Influencermarketing is increasingly used to
seed WOMM by targeting key individuals that haveauthority and a high
number of personal connections.

EFFECTIVE SALES PROMOTION:

Sales promotion consists of diverse collection of incentive tools


mostly short term, designed to stimulate quicker and greater purchase of
particular products of services by the consumer.Sales promotion is the only
method that makes use of incentives to complete the push-pull promotional
strategy of motivating the sale force, the dealer and the consumer in
transacting a sale.

Price-Offs Offer:

Price-off offers refers to offering the product at lower than the normal
price.This encourages immediate sales, attracts non-users, induces product
trail and counters competition.

Premium:

Premium refers to the offer of an article of merchandise as an incentive in or


to sell the product.

Coupons:

In order to encourage product trail, stimulate re-purchase rate and build


loyalty through news papaers.

Dealer stock display contests:

It is a type of point of purchase advertising which uses the show windows of


the dealer for providing exposure to the sponsors products.
Dealer participating enthusiastically and creatively are awarded.

DEFENDING MARKET SHARE:

While trying to expand total market size, the dominant firm must
continuously defend it current business against rival attacks.This step is very
much essential for the market leader firm because the challenger firms are
constantly to exploit the weaknesses of the leader firms.

EXPANDING MARKET SHARE:

Market leaders can improve their profitability by increasing their


market share.But for few market leaders whose share in the total market is
insignificantly high, the expansion of market share n the total market may
be proved both as expensive and risky.Therefore it is better for such leader
firms in spending their time in building up the market size rather
than expanding the market share.The reason for this action may be
attributed to two factors:

1. The market leader firms might attract the provisions of various anti-trust
legislations.The rival competitors will try to force the Government to bring
legislations against the MONOPOLISATION

2. The second reason being the economic factors.The cost of making further
gains inthe market share after a large share has been achieved may rise fast
and reduce the profit margin.

HARASSMENT STRATEGY:

The market leader firm will resort to anharassment strategy in order to


promote its market share. As a part of this strategy, the leader form might
approach the suppliers and threaten it to reduce its purchases. If the latter
supply the upstart firm, sometimes it might put pressure on distributors not
ot carry the competitors. It may also try to hire away the better executives of
an aggressive firm. Sometimes, the market leader firm will try to restrain
these competitors than to itself.
The aim of defensive strategy is to reduce the
profitability of attack, divert attacks to less threating areas, and lessen the
intensity of attack. Any attack is likely to hurt profits. But the defenders
form and speed of response can make an important difference in the profit.

There are 6 defense strategies that a dominant firm can use:-


Position defense :-
The basic idea of defese is to build an impregnable
fortification around ones territory.
Flank defence :-
The market leader should not only guard its territory
but also erect outposts to protect a weak front or possibly serve as an
invasion base for counter attacking.

Preemptive defense:-
A more aggressive defense maneuver is to launch an
attack on the enemy before the enemy starts its offense against the
leader. Preemptive defense assumes that an ounce of prevention is
worth more than a pound of cure.

Contraction defense:

Large companies recognize that they can no longer defend all the
territory.Their focusare spread too thin, and competitors are nibbling away
on several funds. The bestcourse of action then appears to be planned
contraction (also called strategic withdrawal).

INNOVATION STRATEGY:

The market leader may innovate several strategies in respect of new


product ideas, customer services, means of distribution, cost cutting
discovery.In addition to these, a leader may discourage its competition
particularly challenge firm.

FORTIFICATION STRATEGY:
In order to protect its market share, the market leader may try to keep
it product prices reasonable in relation to the perceived valued of the offer
and competitors offer.The leader produces it brand in a variety of sizes and
firms.

CONFRONTATION STRATEGY:

If leader firm faces an extremely aggressive challenger, whose actions


demand a quick and direct response. In such a situation, the market leader
will engage any promotional war, engaging in a massive promotional
expenditure that the aggressive challenger cannot match.The leader firm
may engage in the price war whenever a new challenger is consider in to
enter in its market.This strategy will frighten the potential
competitions and make then to withdraw from entering the market.

MARKETING STRATEGY OF FORD


MARKETING STRATEGIES OF FORD:

Product differentiation based on operational efficiency:

FORD EXCELLING THROUGH SERVICE:Ford tries to differentiate its


offer on the plank of service.It has gone in for a new norm in customer
service:fix it right-the first time-on time.Ford is also supplying
videotapes showing how repairs have to be done.

Adopting Offer to Suit Target Segment:

Fordmodifies its models for India:

Ford modified its models for the Indian target segments as shown below:
Higher ground clearance to make the car more compatible to the
rougher road surface in India.

Stiffer rear springs to enable negotiating the ubiquitous patholes on

Indian roads.

Changes in cooling requirement, with greater airflow to the rear.

Higher resistance to dust.


Compatibility of engine with the quality of fuel available in India.
Location of horn buttons on the steering vehicles. (As the India
motorist uses the horn more frequently, for cars sold in India, the horn
buttons are kept on the steering wheel and not on a lever on the side as in
the models sold in Europe.)

Strategic segmentation of cars:

The Ford in India has launched the car only for few segment of people.
The segmentation of car buyers based on price preferences are:-
Family car segment:These cars forms a reasonably sizeable segment of
the market (around 15 percent).
Preferred price range is from 5 lakh to 6 lakh.
FORD IKON AND FORD FUSION come under this type of segment.
Premium car segment:This segment represents buyers who need a real
world-class car and are willing to pay the due price.
Preferred price range starts from 8 lakh.
FORD FIESTA come under this segment of cars.
SUV segment:The buyers of this segment like to have a big vehicles.
And these cars are also useful for sport riding and even on hill areas. There
body is designed similar to offroad vehicles, which can withstand to
Indianroads.
FORD ENDEAVOURoccupies this segment.

Strategic Promotions by FORD:

Ford follows the promotions at two levels, they a


1) Promotions of product directly by the manufacturer.
2) Promotions at dealer level.
In the first step the products of vehicles manufactured by the Ford
Automotives are directly promoted by the manufacturer by himself.He
follows many promotional strategies like:-
1. Advertising through television and newspaper.
2. Internet or interactive marketing.
3. Direct marketing.

Sales promotion :-

The sales promotion is done in the GSR Ford at three levels :-

1. Showroom sales: In this the customer walk in the showroom to


know about the details of the product. Specially trained sales
executive who are present in the showroom gives a detailed
explanation about the product to the customer.
2. Corporate sales: A special team of sales executive are sent to
some big corporate sectors and there they personally meet the head of
the organization like CEO , MANAGERS, and explain about the
vehicles and the offers and special schemes provide by the dealer to
them on bulk purchase of the vehicles and also so promote the sale of
the vehicle.
3. Field sales:- The sales executive conduct some events with
the corporate working people and try to demonstrate the
product features and its benefits and try to promote the
product and the sales.

Conducting Costomer Delight Program:-

This unique program conducted by the GSR ford. This program


conduct to retain the old customers of the ford. The old customers of the
GSR ford are meet personally and they requested to give there feedback
by filling the in the questionnaire which is prepared for them.

STRATEGIC SALES STANDARDS:-

Fortune Ford maintains strategic sales standards in the following manner.


! The Sales faculty is clean, tidy and inviting, making customers
comfortable while purchasing products and availing services.
! Customers are courteously acknowledged within two minutes of their
arrival and are Advised that a Sales Consultant will be available upon
request .
!The Sales Consultants appearance and dress will be of the highest
standards .
! An advisory relationship is established between the customer and the Sales
Consultant who listens to the customer, identifies their needs and ensures
that they Are met .
! A pleasant, non-pressured purchase experience will be provided during
which a thorough demonstration of the vehicle features and benefits will be
made.
! A test drive will be offered to all customers.
! Using a check list, the Sales Consultant delivers the vehicle in perfect
condition when promised.
! Customers will be contacted within one week after delivery to ensure total
satisfaction.
MAINTAINING SERVICE STANDARDS:-

! An efficient service facility allows a customer to avail all the service


provided by Fortune Ford, in a clean and welcoming environment.
! An appointment is available within 5 working days of the customers
request.
! Customers are courteously acknowledged within two minutes of their
arrival and the write-up will begin with five minutes.
! Service needs are courteously identified, accurately recorded on the repair
order and verified with the customer.
! The vehicle is serviced right on the first visit.
! The vehicle is ready on the agreed upon time.
! A through explanation of work done, warranty coverage and charges is
given to the customer.
! All service repair work will be followed up within five working days.
! Each vehicle will be washed before being returned to the customer.

EXTENDED WARRANTY:-

Fortune Ford gives an extended warranty to its customers where there will
be an extended time duration in the warranty.

What is Extended Warranty?

Factory Warranty covers only for a specific period of time/mileage.


After the factory warranty expires, customer is exposed to the risk of
parts failures.
This is applicable for any machine/equipment/vehicle.

Extended Warranty:-

Is an extension of Factory Warranty


Offers almost similar coverage as Factory Warranty
Comes with a time-bound (eg. 1yr/2yrs but unlimited mileage cap)
Covers all Mechanical and Electrical Failures
Covers labour

Why is extended warranty needed?


Offers peace of mind motoring
Protects against unexpected and non-budgeted expenses
Can be transferred, hence increases the resale value.

What does it NOT cover?

Does not cover wear and tear of parts


Does not cover scheduled service items
Does not cover accident repairs

Benefits to customer:-

Protection from manufacturing and material defects


Car can be repaired at any Ford out let across the country
Unlimited number of claims
No excess to pay
One up-front payment only
Inflation protection from rising costs of parts and labour
All repairs carried out by qualified Ford technicians
Warranty can be transferred when vehicle is sold better resale value
Total peace of mind

TOTAL MAINTENANCE PLAN:-

What is Total Maintenance Plan?

Cost of ownership is the key factor while considering vehicle purchases


As part of regular maintenance, customers spend on
a) Maintenance parts that are to be replace at specific intervals
b) Replacement of worn out parts
c) Labour charge for the above
A comprehensive maintenance plan by Ford will serve as a good tool to
improve the service experience and minimize concerns on cost of
ownership of the vehicle
Total Maintenance Plan (TMP) is a complete service solution provided to
the customer. This enables the customer to have total peace of mind in the
form of a Maintenance Holiday

What does it cover?

Scheduled servicing like Engine Oil change, Fuel filter, Oil filter, Spark
plugs etc.
Non-scheduled maintenance like Brake Pads/Shoes, Brake Discs, Clutch
Plates, Lower Suspension Arms,Shock Absorbers etc..
Mechanical/Electrical repairs
Labour for all the above

What does it NOT cover?

Accident repairs
Tyres
Fuel

Benefits to the customer:-

Total peace of mind


Fixed price for next 2 to 3 years
Increased residual value of the car
Only Ford genuine parts are used
Can avail this service across the country at all Ford authorized outlets
Transferable
Incase of total loss, can be cancelled
Ford factory backed programme
Diagnosis/repairs as per recommended standards and practices
Vehicles serviced by Ford trained and certified technicians
RESEARCH METHODOLOGY:-

RESEARCH METHODOLOGIES AND LIMITATIONS:-

MARKETING RESEARCH:-

Definition of marketing research research as approved as by the board of


directors of the association of American marketing association is:
Marketing research is the function which links the customer and public to
the marketer through information information used to identity and define
marketing opportunities and problems generate define and understanding of
marketing as process.
Simply, marketing researchisthe systematic design collection analysis
and reporting of data finding relevant to a specific marketing situation
facing the company.Carefully planning through all stages of the research is a
necessity. Objectivity in research is all-important.The heart of scientific
method is the objective gathering of the information.
The function as marketing research with in the company as to provide the
information and analytical necessary for effective.

Planning of the future marketing activity.

Control of the marketing operation in the present.

Evaluation of marketing results.


A research may under take any of the three types of research investigation
depending upon the problem. These type of research included:
1. Basic research
2. Applied research
3. Designated Fact Gathering

BASIC RESEARCH:-

It is also known as the pure fundamental research, which refers to


those studies, solepurpose of which is the discovery of new information.It is
conducted to extend the horizonson given area of knowledge with no
immediate application to existing problems.

APPLIED RESEARCH:-
It is attempt to apply the various marketing technique, which have
been developed asresearch, first and later on they become applied research
techniques.It is on attempt to applythe basic principles and existing
knowledge for the purpose of solving operational problems.

DESIGNATED FACT GATHERING:-

It refers to a research where the investigation attempts to gather some pre-


determined
data.

STEPS IN MARKETING RESEARCH:-

Marketing research process can be out through following steps.

Define the problems and research objectives

Develops the research plan

Collect the information

Analysis and interpretation

Present the finding.

RESEARCH METHOD:

It must be classified on the basis of the major purpose of the investigation.In


this problem description studies have been undertaken, as the objective of
the project is to conduct the market shares study to determine the share of
market received by the company to the competitor.

DATA COLLECTION:-

The information needed to further proceed had been collected through


primary and secondary data.
PRIMARY DATA:-

It consists of information collected for the specific purpose, survey


research was used and he all the details of Ford and their competitors were
contacted.Survey research is the approached gathering description and
information.

CONTACTED METHOD:-

The information was solicited by administering structured questionnaire to


the customer and dealers, thus getting to know directly from the dealers
their sales before and after sales service.

SECONDARY DATA COLLECTION:-

The secondary data consists of information that already existing


somewhere having been collected for another purpose.Any researcher
begins the research work by first going through secondary data.Secondary
data includes the information available with company.It may be the findings
of research previously done in the field.Secondary data can also be collected
from the magazines, news papers, internet other service conducted by
researchers.

METHODS OF DATA COLLECTION:-

The basic method adopted in conducting the study is a structured


questionnaire. Questionnaire is administered on the sample respondents.
How ever there are certain cases where personal interactive method is
followed with customers to find the satisfaction level.
ANALYSIS AND INTERPRETATION

Address:
E-Mail address:
1. Which of the following Ford car you own?
a) Fiesta
b) Ikon
c) Endeavour
d) Fusion
e) figo

Data analysis:-

Name of the cars No. of customer


Fiesta 45
Ikon 23
Endeavour 15
fusion 5
Figo 12

Interpretation:- This question inform that ford fiesta is most


preferred car among the all ford cars.

2. What do you like most about your Ford car?


a) Style/design
b) Comfort
c) Ford brand
d) Service
Data analysis:-
Customers preference No. of customers
Style / design 9
Comfort 23
Ford brand 13
Service 5

Interpretation:- This question preffers to mean that ford cars are like
for their comforts.

3. What do you feel great about your car when compared to other
cars in the
market?

a) Fuel efficiency
b) Durability
c) Low maintenance
d) Sound quality
e) Brand name

Data analysis:-

Customers perspective No . of customers


Fuel efficiency 2
Durability 7
Low maintenance 9
Sound quality 12
Brand name 20
Interpretation:- This question means that customers buyes ford car
only for the brand name.
4. How did you come to know about this car before purchasing?

a) From friends, relatives (buzz)


b) Advertisements
c) Car experts
d)Sales persons visit
e) Auto magazines

Data analysis:-

Source of awareness No . of customers


Friends , relatives 9
advertisments 25
Car experts 3
Sales person visit 8
Auto magazines 5

Interpretation:- This question mean that awareness about ford cars


are mostly coming from advertisement.

5. Can you share your experience with after sale service support ?

a) Very much satisfied


b) Satisfied
c) Ok
d) Not satisfied

Data analysis:-

Post service experience No . of customers


Very much satisfied 6
Satisfied 15
Ok 25
Not satisfied 4

Interpretation:- This question means to say that some costomers are


satisfied but maximum customers says that only ok.

6. Where do you get your car serviced regularly?


a) At authorized service centre
b) At a local workshop near my home

Data analysis:-

Place of service No . of customers


At authorized service centre 41
At a local workshop near my home 9

Interpretation:- most of the customers are interested to service their


car at authorized centre.

7. Which bank do you prefer in getting financial help while purchasing


a car?

a)ICICI
b) HDFC
c) SBI
d) others

Data analysis:-

Name of the bank No. of customers


ICICI 21
HDFC 6
SBI 20
Others 3

Interpretation:- Most of the customers get privilege from the ICICI &
SBI for car loans.

8. To which media do you get expose regularly?

a) Televisions
b) Magazines
c) News papers
d) F.M/Radio

Data analysis:-

Media No. of customers


Television 26
Magazines 7
News papers 16
Radio 1

Interpretation:- this question shows that television is the best medium


for communicating to the people.

9. Which kind of T.V. channels do you watch regularly?

a) National news channels


b) Regional news channels
c) Sports channels
d) Entertainment channels
Data analysis:-

T.v. channels No. of customers


National news channels 10
Regional news channels 16
Sports channels 4
Entertainment channels 20

Interpretation:- this question means that people watches mostly


entertainment channels , so for communicating people make
advetisment in this channels.

10. Whats your opinion on the price list of Ford cars?

a) Affordable by common man


b) Affordable only for rich man
c) Cant say

Data analysis:-

Customers opinion on the price No. of customers


Affordable by common man 6
Affordable only for rich man 42
Cant say 2

Interpretation:- 80% of customers says that ford cars are affordable


only by rich man.

11. What kinds of offers do you like or expect from the dealer?

a) Free insurance
b) Special discount on sale of cars
c) Extending the service period
d) Finance availability with 0% interest

Data analysis:-

Offers No. of customers


Free insurance 9
Special discount on sale of cars 3
Extending the service period 27
Finance availability with 0% 11
interest

Interpretation:- This question shows that in making promotion offers


people mostly like to have sevice period extention.

12. What more do you expect from your dealer?


a) Information about new cars
b) Information about service and mileage
c) Assistance regarding loans and insurance
d) Understanding customer needs

Data analysis:-

Expectation of customers No. of customers


Information about new cars 2
Information about service and 34
mileage
Assistance regarding loans and 4
insurance
Understanding customer needs 10

Interpretation:- most of customer expecting of the information about


the service and mileage regarding the cars from the dealers.

13. What other brand(s) did you seriously consider before making this
car
Purchase ?
a) Hyundai
b) TATA
c) Maruti
d) Honda

Data analysis:-

Brand name No. of customers


Hyundai 10
TATA 17
MARUTI 15
HONDA 8

Interpretation:- Among the customers TATA & MARUTI are the


other option in exchange of ford brands.
SUGGESTIONS

VALUABLE SUGGESTIONS GIVEN BY FORD


CUSTOMERS:

! Please try to increase the number of Service centers.


! Keep Service Stations at main locations of the city, like Banjara Hills,
Jubilee Hills, Begum pet etc., where many customers feel it easy to go to
service centers.
!T here is no proper responsefrom the servicemen atservicestation.Please
recruit efficient service men in the service centers.
! The service men in the service centers are unable to understand the
problems told by us, and they are not resolving the cars problems.
! Provide information on service and mileage regularly.
! Please provide information about new cars along with their price lists at
least once in 6 months.
! Advertisements through televisions can influence many categories of
people. So try to concentrate on this segment. We dont see or find much of
the Ford car advertisements in T.V except Fiesta.
! Try to provide financial facility at 0% interest.
Customer should be educated about the maintenance of the vehicle. i.e.
maintenance tips should be provided.
! Mileage of the cars is not up to the expectations.
Mileage of Fiesta is very worst its giving only 9 to 11 Kms per liter. Please
try to rectify it.
! The quality of the sun proof coating used is of very low quality, vehicle
colour is getting shaded very quickly.
! Please send the specially appointed feed back taking staff on Sunday
evenings only.
! The sales people present in the showroom respond to us properly when we
come to purchase a new car, but they do not respond when we come to tell
our problems regarding the cars.
Questionnaire

Address:

E-Mail address:

1. Which of the following Ford car you own?


a) Fiesta
b) Ikon
c) Endeavour
d) Fusion

2. What do you like most about your Ford car?


a) Style/design
b) Comfort
c) Ford brand
d) Service

3. What do you feel great about your car when compared to other
cars in the
market?

a) Fuel efficiency
b) Durability
c) Low maintenance
d) Sound quality
e) Brand name

4. How did you come to know about this car before purchasing?

a) From friends, relatives (buzz)


b) Advertisements
c) Car experts
d)Sales persons visit
e) Auto magazines

5. Can you share your experience with after sale service support

a) Very much satisfied


b) Satisfied
c) Ok
d) Not satisfied

6. Where do you get your car serviced regularly?


a) At authorized service centre
b) At a local workshop near my home

7. Which bank do you prefer in getting financial help while purchasing


a car?

a)ICICI
b) HDFC
c) SBI
d) others

8. Which type of finance do you prefer?

a) In house finance
b) Out house finance
c) No difference between the two

9. To which media do you get expose regularly?

a) Televisions
b) Magazines
c) News papers
d) F.M/Radio

10. Which kind of T.V. channels do you watch regularly?

a) National news channels


b) Regional news channels
c) Sports channels
d) Entertainment channels

11. Whats your opinion on the price list of Ford cars?

a) Affordable by common man


b) Affordable only for rich man
c) Cant say

12. What kinds of offers do you like or expect from the dealer?

a) Free insurance
b) Special discount on sale of cars
c) Extending the service period
d) Finance availability with 0% interest

13. What more do you expect from your dealer?

a)Information about new cars


b)Information about service and mileage
c)Assistance regarding loans and insurance
d)Understanding customer needs
14. What other brand(s) did you seriously consider before making this
car purchase?
a) Hyundai
b) TATA
c) Maruthi
d) Honda

Thanks for taking the time to fill out this questionnaire and for providing
valuable
information which will be used for my project work, market research studies
and reports. e do not share or sell your name, address or any other data with
any outside company or any purpose.
BIBLIOGRAPHY
REFERENCE BOOK:-

MARKETING MANAGEMENT PHILIP KOTLER

WEBLIOGRAPHY:-

WWW.FORDINDIA.COM
WWW.WIKIPEDIA.COM
WWW.GOOGLE.COM