OBJECTIVES The primary objectives of the project are as mentioned below: 1. To assess the customer satisfaction level 2. Proper understanding and analysis of the JCB India Ltd. 3. To study the brand image of JCB India Ltd. 4. Proper understanding of promotional tools prevailing in the company. 5. To suggest the ways to promote JCB as brand. 6. To know strength, weakness, opportunities and threat of JCB brand image.
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OBJECTIVES
The primary objectives of the project are as mentioned below:
1. To assess the customer satisfaction level
2. Proper understanding and analysis of the JCB India Ltd.
3. To study the brand image of JCB India Ltd.
4. Proper understanding of promotional tools prevailing in the
company.
5. To suggest the ways to promote JCB as brand.
6. To know strength, weakness, opportunities and threat of JCB
brand image.
METHODOLOGY
Because the objective of a survey is to find new hypothesis,
flexibility and feedback from the customers. However, three lines of
attack may aid in finding hypothesis of value:
Study of secondary sources of information.
Survey of individuals who are apt to have ideas on the ideas
on the general subject.
Analysis of selected cases.
Field work for the JCB India customer satisfaction survey was
conducted between MAY and JUNE 2006.
Sample was provided by JCB India limited.
Interviews are pre arranged and conducted face to face.
The study combined two of the standard JCB customer satisfaction
Questionnaires on sales and delivery and service, as the central
research instrument.
SAMPLE DISPOSTION
Number of interviews conducted is 50
INDUSTRY PROFILE
HISTORY OF EARTH MOVING
The movement of earth and the remodeling of the landscape have
always being a source of fascination for man. Man has acted as
‘Architect” throughout his entire civilized past with the building and
moving of earth constantly playing an important role. But the first
traces of our cultural heritage are not only to be found in art. But
also in building and agriculture.
Mining was as early as the Neolithic age when the main desire was
obtain flint from chalk to make weapons and tools. About 6,000
years ago, with the progression from the Neolithic age to the copper
age, the change from hoe farming to the plough culture took place.
It was at this time that the oldest known piece of earth moving
equipment appeared: the simple wooden plough.
In fact the plough features throughout the history of mankind 5,200
years after it was invented it was to undergo a tremendous change
transforming it into what was to become today’s grader and scraper
and into other importance of earth moving equipment.
Earth moving machines are part of human culture; they mirror
contemporary thought, technical possibilities and the every day
working world of our forefathers. The development of earth moving
machines tells the story of our culture, as does the art or the history
of the people and the states.
The quickly forgotten development of building techniques never
attracts the same attention as the history of weapons for example
either in public or in museum. It is for these reasons among others
that the history of these machines was finally written down as
comprehensively as possible for safekeeping.
Without the need to build there would be no construction
equipment, without construction equipment there would be no
longer stretches of road and rail
networks, no great water ways and or airports. Dams would not be
as high as there are there would be no connecting bridges or
tunnels.
Earth moving equipment followed the three stages of development.
In early times machines took over the dredging of ports, canals and
the rivers, not save on manual labors was cheap but because
manual work prove to be impact in practical. early machines were
built for use on waterways. Then come to the next stage of
development.
With the world changing invention of the railway, earth moving
machines were adopted for use on rails and were use to build the
railway as well as being transported by rail.
These appearance changes again early this century when they were
adopted for road use and they were increasingly transported by
road rather than rail. Large numbers of these machines were used in
the construction of roads and motorways especially during the
middle of 28th century.
The origins of earth moving machines can certainly be traced back
to the early days of technology, but try to go back further into the
past and the traces soon disappear. The drag bucket pulled along by
animals can be seen as the first specialized earth-moving device. It
was the development of plough, already thousands of years old
when the drag buckets was first use.
How grade was increase in performance as compared to earlier
methods? We cannot be sure but a worker using a pickaxe and
shovel and with a basket on this back could move roughly to 2 cubic
meter of earth over a distance of 200 meter’s in the course of 12
hours a day. By comparison building of San – Dam in California in
1964 almost 1.5 cubic meters of earth were moved per second from
the sources side 20 km away.
COMPANY PROFILE
HISTORY
JCB INDIA LIMITED was oldest earth moving Construction
Company and was entered in India in1979 in joint venture with
Escorts Group. JCB India Limited of United Kingdom is ranked in
the top 5 manufacturers of earthmoving and construction
equipment in the world. The company sells its products in over 130
countries and is the world’s no. 1 in the Backhoe Loader or the
Excavator – Loaders market. Stated below is a synopsis of JCB India
corporate:
1979: JCB India Limited, world-renowned EMCE manufacturer, &
Escorts limited, a major Indian engineering conglomerate and player
in the Indian Earthmoving and Construction Equipment Industry
(EMCE) joint hands to form Escorts JCB (EJCB), a joint venture.
1980: Plant located at Ballabgarh 30 kilometers from Delhi starts
operations and in June rolls out its first equipment – an excavator
loader. The Excavator- Loader was a machine for the Indian EMCE
market making the beginning of mechanization of small and
medium sized jobs. The first model was JCB 3C MarkIII.
1980-1982: These two-and-a-half years were spent in product
adaptation and improvements and during this period, two
succeeding models JCB 3C MarkIV and JCB Mark V were launched.
Each model was a further improvement on the previous one. All
these models were extremely successful as they were widely
accepted this new concept and mid-sized machine. These machines
were used forloading, dozing, trenching, road building, mining, etc.
These machines served the market for five years.
1984: EJCB started appointing dealers to provide after sales
support to the machines in field- the only ones of their kind then and
even now.
1987: EJCB further improved the excavator- loader and launched
JCB 3D. This is the largest selling model in the country.
1989: EJCB completes the first phase of the appointment of a
countrywide dealership network, comprising over 20
dealerships with 50 outlets.
1991: EJCB made massive investments in its plants to give better-
finished machines. The installation of shot blasting machines
and a state-of-the-art paint shop, helped give a better finish
and longer lasting paint, making the machines more durable.
1992: This year saw the launch of two new machines. One was a
Branding is more than just a business buzzword. It has become the
crux of selling in the new economy. If the old marketing mantra was,
“nothing happens until somebody sells something, “the new
philosophy could be “nothing happens until somebody brands
something.”
In its simplest form, a brand is a noun. It is the name attached to a
product or service. However, upon close inspection, a brand
represents many more intangible aspects of a product or a service:
a collection of feelings and perceptions about quality, image,
lifestyle and status. It creates in the mind of the customers and
prospects the perception that there are no products or services in
the market that is quite like yours. In short a brand offers the
customers a guarantee and then delivers on it.
JCB build a powerful brand, which in turn is able to create a
powerful marketing program. However, if they can’t convince
customers that product is worthy of purchasing, no amount of
advertising rupees, fancy packaging or public relations will help in
achieving their sales goals? Therefore, successful branding
programs begin with superior products and services, backed by
excellent customer service that permeates an entire organization.
IMPORTANCE OF BRANDING
One of the truths of modern business is that there is almost nothing
that your competitors can’t duplicate in a matter of weeks or
months. If you have great idea, You can be certain that somebody
will copy it before long, and not only they will follow your lead, but
they may also be able to do better job or sell the product or service
at a lower price. The question then becomes, “what competitive
edge should we have to offer that can’t be copied by anyone else?”
Creating a strong brand identity will build mind share- one of the
strongest competitive advantages imaginable. As a result,
customers will think of your business first when they think of your
product category.
A brand is the one thing that you can own that nobody can take
away from you. Everything else your competitor can steal your
trade secrets. Eventually, your patents will expire, physical plant will
wear out, and technology will change, but your brand can go on and
live. It creates a lasting value above and beyond all the elements of
your business.
When should you brand?
Because of the competitive nature of business today, nearly all the
industries can benefit from branded products. All of the traditionally
brand-conscious including fashion, restaurants and consumer goods,
are being forced to brand heavily- perhaps even more strategically
then they ever have in the past. Financial services, which were one
of the last effronteries, are even beginning to see the importance of
branding by tagging banking packages and even mutual funds with
catchy names. Even industrial market, where the cost is usually
more of loyalty building factor, has seen brand names creep in.
What goes into the brand?
If your product is new and unique. There is no preexisting biases
towards him product or service; it will be easy to manipulate
customer’s attitudes. More often, your product or service will have
been in existence for a while and have direct competition. And if it is
does not, it will probably soon will. Therefore, products that may be
roughly equivalent in terms of their features need have a brand
identity that will impact consumer choice.
Brand identity is comprised of:
PRICING: A component of value; higher prices may signify to
consumers higher quality and lower prices may suggest decreased
value.
DISTRIBUTION: Availability; limited distribution of a product or
service may imply exclusivity to discerning consumers.
QUALITY: Which impacts satisfaction; obviously, higher quality will
translate to more satisfied customers who come back again and
again to purchase your offerings.
PRSENCE: Prominence in the paid & unpaid media; products and
services with a high profile market presence will lead to brand
recognition and increased sales.
AWARENESS: Top off mind awareness, residual awareness and
recognition, which are directly related to presence; the higher your
offerings awareness the better your sales results will be.
REPUTATION: Enduring public opinion of brand character, which is
built over time and difficult to change once established.
IMAGE: Perception of brand traits or prototypical buyers; often
represented by qualities the consumers relates to, like reputation,
image is difficult to change once established.
BENEFITS: Consumers may equate certain positive and negative
consequences with use of your product or service these may be
warranted or unwarranted.
POSITIONING SILENCE: Differentiation is from the competition,
which is established by a combination of all elements of the brand.
SHARE OF MARKET: Increased market share is a direct result of a
successful branding campaign.
CUSTOMER COMMITMENT: Loyalty is built through long term
branding and close consumer contact.
CUTOMER SATISFACTION SURVEY
OBJECTIVE:
Our objective in this survey is to determine the satisfaction level of
the customer in the NCR region mainly Noida,Greater Noida and
Ghaziabad , after determining the satisfaction level of customer,
now our objective is :-
1. determine the various problems associated by the customer with
consideration to the various attributes (services, parts, performance
etc).
2. determine the most popular model which is produced by the JCB
INDIA LTD.?
3. determine the depth of stake in the market.
4. determine the demand of the earthmoving equipment of JCB
INDIA LTD.
5. determine the overall performance of classified auto which is a
dealer of JCB India limited
METHODOLOGY
In order to come to a conclusion regarding the satisfaction level of
the customer, we have prepared a questionnaire consisting of 21
questions, both structured as well as unstructured. Some of the
question are close ended where as others are open ended. From the
questionnaire, we can easily make out as to determine the following
attributes. After critically analyzing the responses, We have used
excel sheet to come to a conclusion regarding his preference and
behavior of particular respondent and after continuing this
procedure for 50 respondents from different walks of life, we used
pie charts to come to the final conclusion as to determine the
positive and negative attitudes of customer towards the JCB INDIA
LTD.
SUMMARY OF CONCLUSION AND RECOMMENDATION
Our project is to determine the satisfaction level of the customer of
the JCB INDIA LTD. The main findings of our project are that 94%
of the people surveyed are satisfied. AS out of 50 people 47 people
are interested to buy JCB machine in future.
SAMPLE AND ITS CHARACTERISTICS
Earthmoving equipment is such important equipment especially in
Noida, Greater Noida, Ghaziabad region where we will not find
any alternative to that. As now these days the mentioned areas are
developing a lot. Malls, buildings, shopping centers are main
attraction of these areas. This factor and also the demand from the
customer for the business purpose, which makes customer
purchases equipment frequently. Since earthmoving equipment is
such a product, which is used by some specific section of people.
DETAILED FINDINGS AND OBSERVATION
We have taken the help of pie charts to comprehend the consumer
behavior. From the excel sheet we come to know that 94% of the
people surveyed are satisfied with the performance of equipment
and the company. Some customers are facing problems for the
service people related with JCB dealer. As the dealers doesn’t follow
the customers complains at proper time.
ANALYSIS OF QUESTIONNAIRES WITH
DATA AND GRAPHS
NAME:
ADDRESS:
CONTACT NO:
1. How many machines do you own of JCB?
2. Which year and which model:
Total numbers of 3D machine-71
Total numbers of 3DX machine-77
Total numbers of 4D machine-2
Total number of machines =150
Total number of customer=50
47%52%
1%
3D
3DX
4D
3. How did you come to know about JCB machines? a) Through a friend-30 b) newspaper-0 c) internet-0 d) Any other-20
How do you know about jcb machine
60%
0%
0%
40%Through a friend
newspaper
internet
Any other
4. Do you use any other company’s earth mover? a) yes-5 b) no-45
Do you use any other company earth movers
10%
90%
yes
no
5. If yes, which other company earth mover do you use? a) tata-4 b) L&T-0 c) Terex vectra-1 d) caterpillar-1 e) others-0
If,yes which other company earthmover do you use
66%0%
17%
17% 0% tata
L&T
Terex vectra
caterpillar
others
6. From which dealer have you taken the `machine? a) classified-47 b) others-3
From which dealer hav you taken jcb machine
94%
6%
classified
others
Are you aware of warrnty period of the parts
80%
20%
yes
no
7. Did you take any finance? a) yes-48 b) no-2
Did you take any finance
96%
4%
yes
no
8. Are you aware of warranty period of the parts? a) yes-40 b) no-10
9. Do you know which parts are under warranty?
a) yes-23 b) no-26 c) others-1
Do you know which parts are under warrenty
46%52%
2%
yes
no
others
10. How is the warranty service provided by the dealer? (On scale of 6) 1-Very Poor 1.5 2-Poor 2.5 3-Average 3.12 4-Good 4.16 5-Very Good 5.11 6- Excellent 6.0
11. How would you rate the sales process of JCB dealer, from where you taken the machine?
How is the warrenty service provided by the dealer
5% 10%
14%
19%24%
28%
Series2
Series1
(On scale of 6) 1.1 1-Very poor2.3 2-Poor3.6 3.Average4.27 4.Good5.13 5-Very good6.0 6-ExcellentOther.1
How would you rate the sale process of jcb dealer ,from where you taken
the machine5%
10%
14%
19%24%
28%
1
2
3
4
5
6
12. How would you rate the unscheduled repairs provided by JCB (On scale of 6)1.2 1-Very Poor2.7 2-Poor3.11 3-Average4.16 4-Good5.13 5-Very Good6.0 6-Excellent
How would you rate the unsheduled repaires provided by jcb
3%
9%
14%
57%
17%
0%
Series1
Series2
13. Where do you get your service? a) On site-18 b) workshop-2
c) both-30
How would you get your service
36%
4%
60%
on site
w orkshop
both
14. Does the service man come as prompt as said to you? a) yes-31 b) no-14 c) Cant say-5
Does the service man come as prompt as said to you
62%28%
10%yes
no
cant say
15. How is the performance of the service engineer? (On scale of 6)1.1 1-Very Poor
16. How do you rate the Kirloskar engine in jcb machine? (On scale of 6)1.5 1-Very Poor2.4 2-Poor3.4 3-Average4.20 4-Good5.13 5-Very Good6.4 6-Excellent
How do you rate kirloskar engine in JCB machine
5%10%
14%
19%24%
28%
1
2
3
4
5
6
17. Does the service man (for kirloskar engine) come as prompt as said to you? a) yes-40
b) no-6 c) others-4
Does the service man (for kirloskar engine) come as prompt as said to
you
80%
12%8%
yes
no
others
18. How is the parts availability with the dealer? (On scale of 6)1.7 1-Very Poor2.8 2-Poor3.17 3-Average4.11 4-Good5.6 5-Very Good6.0 6-ExcellentOthers.1
How is the parts availibility with the dealer
14%
16%
34%
22%
12%
0%
2%
1
2
3
4
5
6
others
Question no 18(a) and 18(b) was only asked to only 17 persons
18. (A) how would you rate the parts on the basis of there pricing (On scale of 6)
At the outset, I would like to thank JCB INDIA LIMITED for giving me the approval to this project in the organization. I thank my company guide, Mr. Manish Tayal for this encouragement and contribution of time, counsel, materials, and for coordinating the project work and giving me guidance. This project would not have been possible without his help. I am very grateful to Ms. Saru Bhardwaj, faculty of DAV Institute of Management, Delhi.
I am thankful to many individuals in the sales department of JCB INDIA LIMITED for the encouragement and professional assistance.
A heartfelt thanks to the many respondents surveyed whose ideas, critical insights and suggestions have been invaluable in the preparation of this report. Last but by no means the least I would like to convey my special thanks to all the faculty members of DAVIM, Delhi for giving me the opportunity to work on this project.