project report on Chaverlet

APROJECT REPORT

ONMARKET

STRATEGIESIN

PADAM MOTORS,CHANDIGARH.

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BABA ISHAR SINGH COLLEGE,

GAGRA (MOGA)

In Partial Fulfillment of the Requirement for the Degree of Bachelor of Business Administrator

SESSION 2010-13SUPERVISED BY: SUBMITTED BY: PROF. JAGJIT SINGH GILL ROHIT KUAMARLECTURER IN MANAGEMENT BBA 5th SEMBIS COLLEGE COLLEGE ROLL NO.:- 804GAGRA (MOGA) UNI. ROLL NO:-104142461804

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ACKNOWLEDGEMENT

First and foremost I would like to pass my deep gratitude to the Managing Partner of padam

motors, Mr.NAVEEN SIR, Mr.Rahul kashyap and Miss. Jeevanjot kaur who passed my way

in each and every constraint, in spite of their busy schedule and help me in finalization of the

project.

I also scatter my thanks to Miss Pooja Dhingra (HR), Mr.VIKAS SIR (Gen. Manager

MKTG.) Mr. S.S. Reshi (Senior Manager Bajaj Division) and all other staff members in

Padam Motors, whose Co-Operative attitude was there in every need I felt.

My appreciation specially extend to Miss Jeevanjot Kaur whose encouragement,

understanding and support helped me during my report. Finally I would like to thank all those

who were instrumental in making this work possible and for' their generous help and unflinching

Co-operation all through the preparation of my report.

ROHIT KUMAR

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PREFACE

Marketing plays a significant role in promoting the well being of all business enterprises.

Marketing is to satisfy individual and social values, needs and works it through purchasing

goods, supplying goods ,deals of good ,handled customers and services, festering innovation for

creating satisfaction.

PADAM MOTORS, A marketing oriented organization is an old and well established

Organization in India and provides me the opportunity to get practical knowledge of

marketing

PADAM MOTORS have dealership for CHEVROLET four wheelers cars.

The performance of the PADAM MOTORS bears testimony to the cordial and

Harmonious firm reactions at all levels of an the organization PADAM MOTORS has

been

Awarded for many achievements namely:

GM India's Halol Plant bags Gujarat State Safety Award 2010 for the third consecutive

Year

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Best Value Car of the Year by BS Motoring - Chevrolet Spark (2007-08)

Chevrolet Beat wins 2010 Car & Bike Design of the Year Award

Vicky. In announces winners of 2011 People’s Choice Car and Bike Awards

Chengdu Business Daily - Chevrolet Love – Best Selling Compact Car, 2008, China

Business Standard Motoring - Car of the Year 2007 - Chevrolet Aveo U-VA

BS Motoring Reporter / Mumbai December 30, 2006

The Chevrolet Optra has been awarded as one of the most powerful brands of 2005-06 by 4P's magazine

Chevrolet Optra LT Manual named 'Car of the Year 2003

Chevrolet Cruze wins BS Motoring Best Value 2010 Award

Business Standard Motoring Import Car of the Year 2009

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CERTIFICATE

It is certified that Mr. Rohit Kumar, roll no. 1804 of BBA (prof.) 5TH, has under taken the

Project work on “Marketing Management in PADAM MOTORS” under my supervision. To the

Best of my knowledge, the work is original and has not been presented anywhere else for any

Degree courses.

Dated:-

Prof. Mr. JAGJIT SINGH

BIS COLLEGE

GAGRA (MOGA)

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TABLES OF CONTENT

S.NO TABLE OF CONTENTS P. no.

1 ACKNOWLEDGEMENT 3

2 PREFACE 3-5

3 CERTIFICATE 6

4 TABLES OF CONTENT 7

5 INTRODUCTION 9

6 OBJECTIVE OF STUDY 12

7 INTRODUCTION TO AUTOMOBILE INDUSTRY

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8 COMPANY PROFILE 18

9 ORGANISATION CHART 22

10 LOGOS OF CHEVROLET 23

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11 SOURCE OF DATA 24

12 PROMOTIONAL DECISIONS: 30

13 ASSEMBLING THE MARKETING MIX: 33

14 BUZZ MARKETING 37

15 MARKETING STRATEGIES OF CHEVROLET

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16 RESEARCH METHODOLOGYRESEARCH METHODOLOGIES AND LIMITATIONS

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17 ANALYSIS AND INTERPRETATION 51

18 SUGGESTIONS 62

19 QUESTIONNAIRE 63

20 BIBLIOGRAPHY 68

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Introduction

Today’s society is warm with urbanization and demonstration effect. With a view towards it, there are drastic changes coming up in all sectors even in the automobile Industries. The following information gives an insight about it.

In the present context the companies operate on the principle of natural selection –“Survival Of The Fittest”. Only those companies will succeed which at best match to the current environmental imperatives – those who can deliver what people are ready to buy. But real marketing does not involve the art of selling what the manufacturers make. Organizations gain market leadership by understanding consumer needs and finding Solutions that delight consumers. If customer value and satisfaction are absent, no amount of Promotion or selling can be compensating. Hence the aim of marketing is to build and manage Profitable customer relationship.

This is a part of the strategic marketing done by every company to achieve it Objectives and goals. To maximize the profits and long-term plans every organization has to follow a strategic planning.

Marketing is much more than just an isolated business function – it is a philosophy that guides the entire organization towards sensing, serving and satisfying consumer needs. The marketing department cannot accomplish the company’s customer relationship-building goals by itself. It must partner closely with other departments in the company and with other organization throughout its entire value – delivery network to provide superior customer value and satisfaction. Thus marketing calls upon everyone in the organization to “think customer” and to do all they can to help build and manage profitable customer relationship.

Marketing is all around us, and we need to know that it is not only used by manufacturing companies, wholesaler and retailers, but also by all kinds of individuals and organizations

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There are four major, powerful themes that go to the heart of modern marketing Theory and practice, they are:

1. BUILDING AND MANAGING PORFITABLE CUSTOMER RELATIONSHIPS.

2. BUILDING AND MANAGING STRONG BRANDS.

3. HARNESSING NEW MARKETING TECHNOLOGIES IN THIS DIGITAL AGE.

4. MARKETING IN A SOCIALLY RESPONSIBLE WAY AROUND THE GLOBE.

What marketing is what it does and what it offers?

“Marketing is a social and managerial process whereby individual and groups obtain what they need and want through creating and exchanging products and value with others.”

“Marketing management is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational goals.”

“Marketing offers some combination of products, services, information, or Experiences offered to a market to satisfy a need or want” Marketing is an orderly and insightful process for thinking about and planning for Markets. The process starts with researching the market place to understand its dynamics. The marketer uses research methodologies to identify opportunities, that is, to find Individuals all groups of people with unmeet needs or latent interest in some products or services.

The marketing process consists of the following:

1. Analyzing marketing opportunities.

2. Developing marketing strategies.

3. Planning marketing programs

4. Managing the marketing efforts.

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Before taking any decision and achieving the goals, it has to make analysis of what to do, how to do, when to do, where to do and who is to do it. This is nothing but strategic planning. Goals indicate what a business unit wants to achieve whereas strategy is how to get there.

Marketing strategies in simple terms are the complete and unbeatable plans designed specifically for attaining the marketing objectives of the firm. Marketing can be called as a game plan for achieving its goals. Strategy choice will depend on whether the firm or the marketer plays the following roles:

Market leader

A challenger

A follower

A niches

The identification of objectives, both in quantitative and qualitative terms, is an

Essential backdrop to strategy formulation. Goals have a quality and time frame attached to them. These are typically spelt out in terms of financial return, market share, market presence, etc.

Thus, the concept of market oriented strategic planning arises with the link between the products the link between the products the manufacturer is dealing in and the market conditions. In this direction, our study deals only with the marketing strategies i.e. promotional strategies of the Ford automotives.

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OBJECTIVE OF STUDY

Primary Objective

To know the influence of various marketing strategies, promotional activities towards the customer for four wheeler (cars).

Secondary Objective

• To know the effective factor for preferring four wheeler cars

• To know the factor of awareness of the cars

• To study and analyze the promotional strategies of Chevrolet

• To know the weather the customer are satisfied with the offers given by the dealer

• To know which kind of offers can attract the new customer

• To find the area to be improved

• To find out satisfaction of the customers

• To find the reason for the dissatisfaction

• To study the channel levels involved in the promotion of Chevrolet

• TO study and analyze the customer's perception regarding the usefulness utility of Chevrolet cars.

• TO study and analyze the distributors perception regarding the Promotional and distributional strategies of Chevrolet

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INTRODUCTION TO AUTOMOBILE INDUSTRY

HISTORY OF CHEVROLET

Type - Division

Industry - Automotive

Founded - November 3, 1911 Founder(s) Louis Chevrolet William C. Durant

Headquarters - Detroit, Michigan, U.S.

Products Automobiles

Owner(s) General Motors Company

Website WWW.CHEVROLET.COM

Chevrolet also known as Chevy , is an American brand of vehicle produced by General Motors (GM). Chevrolet was founded by Louis Chevrolet and ousted GM founder William C. Durant on November 3, 1911, Durant incorporated the Chevrolet Motor Company on November 3, 1911. Louis Chevrolet was not an officer, but he experimented with large luxury cars while Chevrolet Motor Company's little brand sold lower-priced cars against Ford. The first "production" Chevrolet was the Classic Six of 1912, but the first Chevys, as we know them, were the 1914 Royal Mail roadster and Baby Grand touring car Louis Chevrolet left his namesake company to return to racing.

The 1916 Chevrolet Four-Ninety was Durant's direct shot at the Ford Model T. By now, Chevy was thriving with factories in places like Flint and New York City. Its success gave Durant the footing to buy up GM stock, with help from the DuPont family and a New York bank president, Louis J. Kaufman. Durant staged a coup d’état, and on September 16, 1915, GM's seventh anniversary, took control of GM again.

On December 23, 1915, Chevrolet stockholders increased capitalization from 20 million to million, Gustin writes, and used the $60 million to buy up GM stock. Chevrolet bought GM. It wasn't the other way around.

Panics, recessions, and depressions swung wilder and were frequent then. By late 1920, amid another severe downturn, GM ousted Durant for the last time. Here's what happened next:

1922: William S. Knudsen leaves Ford as head of manufacturing to become Chevrolet's production chief and later, vice president of operations. In '24, he vows to match Ford "one for one" in sales.

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1923: Chevy's Copper Cooled models feature air-cooled engines. It proves a rare engineering blunder by Charles Kettering. Only 759 are produced, 500 make it to dealers and 100 are sold.

1927: President Alfred Sloan hires California custom coachbuilder Harley Earl to head up GM's new Art & Color department. Even at the low end of Sloan's price ladder, Chevy becomes known for style and annual model updates.

1929: Chevrolet introduces the Stovebolt Six "for the price of a four" displacing 194 cubic inches and making 46 horsepower.

1936: Model year for the first Suburban Carryall, an eight-passenger truck-based utility passenger wagon.

1947: Chevrolet works on a compact, called Cadet, then shelves plans because Americans have no reason or desire to buy small cars.

1950: Model year Power glide is first offered, beating Ford and Plymouth to the market as the first low-priced brand with a fully automatic transmission.

1953: The Corvette appears in January at GM's Motormen at New York's Waldorf-Astoria hotel. Production begins in Flint half a year later.

1955: Model year introduction of Chevrolet's first V-8 in 37 years. Ed Cole had brought Small Block to production in just 28 months in "Motorama-styled" models. The Tri-Five Belt Airs later become some of the most collectible cars extant.

1959: Model year for the all-new Impala, Bel Air, and Biscayne with radical, horizontal rear fins. A proposal for an air-cooled, rear-engine V-8 Impala did not get past the exploration stages.

1960: Model year for Chevrolet's first in a series of failed world-class small cars, the Corvair, with its air-cooled, rear-mounted flat six

1961: Semon E. "Bunkie" Knudsen, son of William S., leaves Pontiac to become Chevy chief. His Impala Super Sports compete with Pontiac's sportier full-size models.

1965: U.S. auto and light truck sales top 15 million for the first time in history, and two- and four-door Impalas account for 803,400. All told, Chevy sells more than 1 million Impalas, Bel Airs, and Biscaynes. In mid-'65, Chevy introduces the $200 Caprice option for the Impala four-door hardtop, reacting to Ford's new LTD and encroaching on Olds 88 territory.

1967: Model year for the new Ford Mustang/Plymouth Barracuda competitor, codenamed Panther and called Camaro.

1971: Model year for Chevy's second failed attempt at a world-class small car, the Vega. May issue of Motor Trend compares a $9081 Cadillac Sedan de Ville with a $5550 Chevy Caprice,

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concludes the Caddy is the better car, but not $3500 better. It's also the model year of Chevy chief John Z. DeLorean's personal Caprice limo, using a Cadillac Fleetwood 75 frame and Chevy sheetmetal. Before John Z. can turn a wheel, GM president Ed Cole orders the car scrapped

1976: Model year for Chevy's third failed attempt at a world-class small car, the Chevette.

1980: Model year for Chevy's fourth failed attempt at a world-class small car, the Citation.

1989: Chevy's first sub-brand (like Cadillac's LaSalle), Geo, rebadged Nova, Sprint, and Spectru

1997: All-new C5 Corvette debuts, Malibu nameplate returns. Chevy trucks outsell Chevy cars.

2002: Second-year Corvette Z06 has 405-horsepower Small Block. Last year for the F-body Camaro.

2008: Model year for all-new Malibu with renaissance styling.

2009: GM files for bankruptcy. Model year for 638-horsepower Corvette ZR1

2010: Model year for new Camaro.

2011: Model year for latest and strongest attempt at a world-class small car, the Cruze, and the revolutionary extended-range electric Volt.

Sources: Lawrence R. Gustin, "Billy Durant, Creator of General Motors," University of Michigan Press, 2008, The Auto Editors of Consumer Guide, "Chevrolet Chronicle," Publications International, 2002.

Our best ChevysNo '69 Camaro he

So a few current General Motors designers, including studio chief Ed Welburn, own a '69 Chevy Camaro, and it's the inspiration for the current model of the musclecar. Still, best Chevy of all time? GM says the 1969 Camaro edged out the 1970 Chevelle SS with 25,058 out of 124,368 votes cast in an online contest for that title.

Trend asked Motor Trend's print and online staff which Chevrolets are their favorites, and which ones they consider most important (see the distinction, Chevy?). Here are the results:

Most important Chevy of the past 100 years

1. "Tri-Five" 1955-'57 models -- "Because it introduced the Small Block V-8," says Jonny Lieberman

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2. Volt -- "Of course," says Kim Reynolds."It's more than the Small Block," Mike Connor says. "The 1955 Bel Air took Chevy from being a dull, boring car you had to buy into a car that offered more for the money than you'd expect. It built Chevrolet's position as a brand. Incompetent management in the 1980s destroyed that image. Now, GM's management is trying to reconstruct Chevrolet to what it was Others voted for the Corvair (either generation), Vega, C4 Corvette LS1, Suburban, and Silverado. "The Vega was the car that made Chevy and GM realize that market leadership is not a divine right," says Scott Evans.Your author chose the 1965 Impala because nearly 1 million were sold, and it represented the height of GM's inter-divisional rivalry, when the full-size models, from Biscayne to Caprice, could compete with Pontiac and Oldsmobile, even Buick, at a Chevrolet price. It set up that hubris Evans describes.

Favorite Chevy from the past 100 years

1. C2 Corvette -- "I'm from a Ford family growing up, but I'd have to say a '63 or '64 roadster remains to me the best Corvette I've ever piloted," Reynolds says. "It was small and light and not too self-important

2. Corvair -- Your author grew up in the '60s dreaming of the Corvette Stingray, but the Corvair of either generation comes with style, technology, and driving fun at an approachable price.

3. 1991-'96 Caprice/Impala SS.

Runners-up were most personal, including the 1958 Corvette, 1963 Impala two-door hardtop, and 1964 Impala SS. Then there's the 1969 full-size wagon "I learned to drive on," says Frank Markus. - Todd Lassa

For better or worse

Chevrolets that won Car of the Year, Truck of the Year

1955 Chevrolet Motor Division 1960 Corvair 1971 Vega 1973 Monte Carlo 1975 Monza 2+2 1977 Caprice 1979 LUV (truck) 1980 Citation 1982 Camaro Z28 1984 Corvette 1991 Caprice

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1995 Blazer (truck) 1996 Tahoe (truck) 1997 Malibu 1998 Corvette 1999 Silverado (truck) 2001 Silverado Heavy Duty (truck) 2002 Avalanche (truck) 2007 Silverado (truck) 2011 Volt 2011 Silverado Heavy Duty (truck)

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COMPANY PROFILE

Name & Year :-

In early nineties, PADAM MOTORS entered the automobile trading by becoming a

dealer of CHEVROLET CARS. With great achievements in 2 segments they felt encouraged to

venture into 4 wheelers segment thereby acquiring CHEVROLET DEALERSHIP. Keeping in

mind the popularity gained and high expectation of the customers, it went for opening of another

dealership Auto Ltd. At Ludhiana

MANAGING DIRECTORS

Mr. Dheeraj Ghai

Mr. Ashok Mlittal

Mr. Naresh Mittal

BRANCHES

Amritsar

S V Motorsnear Amritsar Gate, GT Road, Amritsar, 143001.Punjab, IndiaContact No: 0183 – 2700102 / 2700101 / 09888806688Email: [email protected]

Bathinda

Padam MotorsGoniana Road, 8th Mile Stone, NH-10, Bathinda – 151005.Punjab, IndiaContact No: 0164-2760153/111/ 9216350205Fax- 2760153Email: [email protected]

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Hoshiarpur

Bedi AutomobilesPiplawala, Jalandhar Road, Hoshiarpur, 146022.Punjab, IndiaContact No: 01882-329696 / 9888512372Fax-253763Email: [email protected]

Jalandhar

Aakriti WorldGround Floor Vassal Tower Police Lines, opposite President Hotel, Jalandhar, 144001.Punjab, IndiaContact No: 0181- 5003333 / 9814164164Email:[email protected]

Ludhiana

Omni Wheels Pvt LtdPlot No. 73, New Kuldeep Nagar, Basti Jodhewal Chowk, Ludhiana, 141007.Punjab, IndiaContact No: 0161-5055900 / 9781511117Fax-5055911Email: [email protected]

Padam MotorsG T Road, Dhandari Kalan, Khasra no: 279/3, Ludhiana.Punjab, IndiaContact No: 0161-2510014 / 15 / 9216888635Fax-2510015Email:[email protected]

Moga

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Padam Motorsnear Majestic Resorts, Ferozepur Road, Moga, 142001.Punjab, IndiaContact No: 01636 – 225755 / 9216350135Email:[email protected]

Pathankot

Kashmir Automobile Pvt LtdSimbel chowk,, Dalhousie Road, Pathankot, 145001.Punjab, IndiaContact No: 0186-2257022/23/24 / 9417945746Email:[email protected]

Patiala

Padam MotorsMain Patiala Rajpura Road, Near Casba Resorts, Bahadurgarh, Patiala, 147001.Punjab, IndiaContact No: 9217100905/6/7/ 8/9 / 2663828Email:[email protected]

Rupnagar

Padam MotorsChandigarh road, Nangal chowk, Rupnagar – 140001.Punjab, IndiaContact No: 01881-500099, 9216911453Fax-500099Email:[email protected]

Sangrur

Padam MotorsCollege Road, Opp.Kamal Palace, Sangrur, 148001.Punjab, IndiaEmail:[email protected] No: 9216911461

Mission: -

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Their focused approach towards satisfying whosoever comes their way. Their popularity

and goodwill among the customers multiplying in lead bounds. The firm has build up a large

network of relationships performing high on sales performance front and also on after sales

service front them setting new standards in automobile dealership. Today the name of Lovely

World installs a sense of confidence and reliability in the minds of people, thus making it a brand

name. Their mission is “Committed to Customers Satisfying through Quality in All Our

Operations”.

Location: -

The location of padam motors is also an asset as it has centrally located showrooms in

the heart of city which is a unique features thus making it easily accessible to people from each

and every corner of the city

Personnel: -

This organization is managed by professionally qualified and well experienced people

whose sincerely and dedication has always brought good name for the organization To remain

abreast with the latest know how of the auto mobile business, training is Imported to the

concerned ones from time to time

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ORGANISATION CHART

REGISTERED OFFICE

182 INDUSTRIAL PHASES 1, CHANDIGARH

PHONE NO.7508183309, 01725212900

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Chief Executive officer

General Manager

Sales Manager

Marketing Manager

Works Manager

Store Manager

Account Manager

Sales Executiv

Receptionist Supervisor Customer Care

Manager Mechanics

Marketing Executive

Financier

Store Keeper Accessory Shop

Staff

Logo Of Chevrolet

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SOURCE OF DATA

Marketing strategy and analysis:

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 organization’s 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 crores 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.

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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:

• Selecting the target market,

• Positioning the offer,

• Assembling the marketing mix.

This implies that the essence of the marketing strategy of a firm for a given production 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.

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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 one’s 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) has common needs and (2) will respond similarly to a marketing action”, which was said by Eric N. Berkowitz, Roger A. Karin, and William Sedulous.

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.

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➢Developing a market-product grid to relate the market segments to the firm’s 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 consumer’s forms yet another base.

The various types of segmentations are

Geographic segmentation

Demographic segmentation

Psychographic segmentation

Buyer behavior

Benefits segmentation

Volume of purchase segmentation

Positioning

Positioning is a platform for the brand. It facilitates the brand to get through to the target consumer. It is define as the art and science of fitting the product or service to on or more segment of the broad market in such way as to set in meaning fully part from the competition.

Developing of product positioning:

1. What position if any do we all ready have in the prospects mind?

2. What position do we want to own?

3. What company 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?

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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 interchangeable used, technically they are different.

Product positioning denotes the specific product category/product classing which the given product is opting to compete. And brand positioning denotes the positioning of the brand via-a via 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 product category 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 company’s competencies to fight here?

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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 consumer’s evaluation and perception?

What is the most favored 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.

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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 organization’s communications with the market The basic tools used to accomplish an organization’s communication objectives are often referred to as the Promotional mix.

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

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often involves separate objectives, budgets, and strategies; we view direct marketing as a component of the promotional mix.

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 broadcasts 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.

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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 in the 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 company’s 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 customer’s reactions.

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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 assembling the 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 the 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 programmer, 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.

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The Four Ps of Marketing:

It was James Colleton, 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, Neil H.Borden, another noted marketing expert, popularized the concept of marketing mix.

It was Jerome McCarthy, the well-known American professor of marketing, who first described the marketing mix in terms of the four Ps. He classified the marketing mix variables 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.

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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 weight age 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 cost leadership; 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 inspire of strong competition. The cost advantage can emanate from different factors like, scale economies, early entry, a large market share built over a period of time, location 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 to the idea sufficiently early in its evolutionary process and prepared itself for adopting such a strategy.

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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 all the 4Ps of marketing are important elements from the point of view of strategy, the other Ps normally go as elaborations of the offer, while the product forms 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, and 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.

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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 referrals tends to believe that the communicator is speaking honestly and is unlikely to have an ulterior motive (i.e. they are not receiving 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. Influencer marketing is increasingly used to seed WOMM by targeting key individuals that have authority and a high number of personal connections.

EVANGELISM MARKETING:

It is an advanced form of word of mouth marketing (WOMM) in which companies develop customers who believe so strongly in a particular product or service that they freely try to convince others to buy and use it. The customers become voluntary advocates, actively spreading the word on behalf of the company.

Evangelism literally comes from the three words of 'bringing good news' and the marketing term justly draws from the religious sense, as consumers are literally driven by their beliefs in a product or service, which they preach in an attempt to convert others.

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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 papers’

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 sponsor’s 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.

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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 in the market share after a large share has been achieved may rise fast and reduce the profit margin

HARASSMENT STRATEGY:

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 considering to entering its market. This strategy will frighten the potential Competitions and make then to withdraw from entering the market.

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MARKETING STRATEGIES OF CHEVROLET

Product differentiation based on operational efficiency:

CHEVROLET EXCELLING THROUGH SERVICE: Chevrolet 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:

Chevrolet modifies its models for India:

Chevrolet 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 potholes 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.

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Strategic segmentation of cars:

The Chevrolet in India has launched the car only for few segments of people. The segmentation of car buyers based on price preferences is

Family car segment: These cars form a reasonably sizeable segment of the market (around 15 percent).

Preferred price range is from 5 lakh to 6 lakh.

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 to 12 lakh.

SUV segment: The buyers of this segment like to have big vehicles.

And these cars are also useful for sport riding and even on hill areas. There body is designed similar to off-road vehicles, which can withstand to Indian roads.

Strategic Promotions by Chevrolet

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 Chevrolet automotives are directly

Promoted by the manufacturer by him. He follows many promotional strategies like

1. Advertising through television and newspaper.

2. Internet or interactive marketing.

3. Direct marketing.

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STRATEGIC SALES STANDARDS:

Fortune Chevrolet maintains strategic sales standards in the following manner.

! The Sales faculty is clean, tidy and inviting, making customer’s 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 Consultant’s 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

! 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.

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EXTENDED WARRANTY:

Fortune Ford gives an extended warranty to its customers where there will be 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 (e.g. 1yr/2yrs but unlimited mileage cap)

♦Covers all Mechanical and Electrical Failures

♦Covers labor

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

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♦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 labor

♦All repairs carried out by qualified Ford technicians

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

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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

♦Labor 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 programmed

♦Diagnosis/repairs as per recommended standards and practices

♦Vehicles serviced by Chevrolet trained and certified technician

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Literature Review

Literature Review-1

Dew, Lesley (1998). Female-friendly Ford

Chevrolet of USA is tailoring its marketing strategies to fit women, who the company's research suggests differ significantly with men in making car purchasing decisions. The company's share of the women's market is 10% to 15%, which is less than the company's total market share of 22.7% in 1997, according to Defrosters Automotive Reports. With women's purchasing idiosyncrasies in mind, the company has abandoned traditional advertising and instead is turning to sponsorships to reach out to women. The company is also holding events where women can test-drive cars and ask questions without sales pressure.

Literature Review-2

Warner, Fare (1998). Chevrolet uses aggressive marketing approach in Thailand

Chevrolet Motor Co. is implementing some aggressive financial marketing strategies to increase its presence in the difficult Thailand market. It returned to Thailand in 1996 after a twenty-year absence. The car maker left the country in order to concentrate its focus on the US market. The company is attempting to become a leading force in the market that will provide auto loans to Thai customers when its competitors refuse to do so. Ford is offering American-style come-ons such as 0% interest.

Literature Review-3

Schlep, Erik, Yip, George (2000). Regional follows global: strategy mixes in the world automotive industry

Research is presented concerning the benefits of regional and global strategy mixes in the automotive industry. The development of regional strategy following the implementation of global strategy is discussed.

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Literature Review-4

Stone, Merlin (August2002). Marketing strategies for leisure services. Volume-23, pages 76-90

This article examines some factors at work in marketing of leisure service industries, and suggests some strategic directions for suppliers. Many leisure service companies are in fierce competition and uncertain of their technological direction. In a time of change and expansion of demand for more choice and better facilities, marketing planning in leisure industries has become more difficult. The author offers a set of key factors for long-term success.

Literature Review-5

Moulins, Jean-Louis (February 1978). Strategies for international industry. Volume 11, pages 34-42

This article examines alternative strategy approaches in respect of companies seeking growth in the international automobile industry. The author examines these approaches within a developed framework which could also prove helpful to planning in other industries.

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RESEARCH METHODOLOGY

RESEARCH METHODOLOGIES AND LIMITATIONS:

MARKETING RESEARCH:

Definition of marketing 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 defines marketing opportunities and problems generate define and understanding of marketing as process”.

Simply, marketing research is the 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. This type of research included:

1. Basic research

2. Applied research

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3. Designated Fact Gathering

BASIC RESEARCH:

It is also known as the pure fundamental research, which refers to those studies, sole purpose of which is the discovery of new information. It is conducted to extend the horizons on 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 as research, first and later on they become applied research techniques. It is on attempt to apply the basic principles and existing knowledge for the purpose of solving operational problems.

: STEPS IN MARKETING RESEARCH

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

DESIGNATED FACT GATHERING

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

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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 Chevrolet 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.

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ANALYSIS AND INTERPRETATION

1. What do you like most in your Chevrolet cars?

a) Style and design

b) Comfort

c) Chevrolet brand

d) Service

Data analysis:

Customer Preference % of customers

Style & Design 15

Comfort 45

Chevrolet Brand 30

Service 10

Interpretation: This question is meant for customers preferences and likes towards the car. From the data we can position our product to the comfort seeking group of people.

2. 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

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Data analysis:

Customer’s perspective % of customers

Fuel efficiency 10

Durability 20

Low maintenance 40

Sound quality 30

Interpretation:

From this question we can position the car according to the customers prospective. Many of the Chevrolet customers are buying the cars by seeing its name only. The no of customers satisfied with the fuel efficiency are very low.

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

a) From friends, Relatives (buzz)

b) Advertisements

c) Car experts

d) Sales person visit

e) Auto magazines

Data analysis:

Source of awareness % of customers

Friends & Relatives 20

Advertisements 45

Car experts 10

Sales person visit 5

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Auto magazines 20

Interpretation:

Most of the Ford customers came to know about their vehicle through advertisement only. The major media that attracted the customers is television.

4. 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 % of customers

Very much satisfied 15

Satisfied 30

Ok 50

Not satisfied 5

Interpretation:

This question is to prepare to know the service of the authorized dealer. Most of the customers are just telling ok about service. Only a very few customers are very much satisfied with the service. Even some of the customers are not satisfied with the service given by the authorized service man.

6 Where do you get your cars serviced regularly?

a) At authorized service center

b) At local workshop near my home

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Data analysis:

Place of service % of customers

At authorized service center 90

At local workshop near my home 10

Interpretation:

Most of the Padam Chevrolet customers are interested to service their vehicles only at the authorized service dealer. From this we can come to know what the importance of authorized service centers for car is

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 % of customers

ICICI 40

HDFC 15

SBI 40

OTHERS 5

Interpretation:

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Most of the customers prefer ICICI and SBI banks for taking financial help while purchasing a car. Customers are asking for 0% interest on financial help provided by the banks.

8 Which kind of finance do you prefer?

a) In house finance

b) Out house finance

c) No difference between two

Data analysis:

Types of finance % of customers

In house finance 65

Out house finance 25

No diff. between two 10

Interpretation:

To know the customer opinion about the finance and their interest in preferring the finance from various sources, this question is prepared Most of the customer’s prefer only in house finance compared to out house finance.

9 To which media do you get expose regularly?

a) Television

b) Magazines

c) News papers

d) FM/ Radio

Data analysis:

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Media % of customers

Television 55

Magazines 20

Interpretation:

From this analysis we come to know that most of the customers are interested in watching televisions which is a media for communicating with people and delivering our intentions about product.

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

Data analysis:

T.V. Channels % of customers

National news channels 10

Regional news channels 30

Sports channels 15

Entertainment channels 45

Interpretation:

This question is meant to know the interests and preference of customers towards T.V. Channels. More than quarter of the sample size showed interest only on the entertainment channels and next preference goes to the regional news channels.

11 What’s your opinion on the price list of Ford cars?

a) Affordable by a common man

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b) Affordable by only rich man

c) Cant say

Data analysis:

Customer’s opinion on the price list of ford cars % of customers

Affordable by a common man 75

Affordable by only rich man 22

Can’t say 3

Interpretation:

More than 80% of the customers think that Ford cars are affordable only by rich man. These cars are too expensive for an economical common man of society.

12 What kind of offer does you like or expect from the dealer?

a) Free insurance

b) Special discount on sale of car

c) Extending the service period

d) Financial availability with 0% interest

Data analysis:

Offers % of customers

Free insurance 60

Special discount on sale of car 25

Extending the service period 10

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Financial availability with 0%interset 5

Interpretation:

By the result of this question we come to know about the various promotional techniques/offers which attract the customers. From the above analysis many customers are expecting the extension in the service period from the various offers given to them.

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

Data analysis:

Expectation of customer’s % of customers

Information about new cars 3

Information about service and mileage 60

Assistance regarding loans and insurance 17

Understanding customer needs 20

Interpretation:

Most of the customers are expecting the information about service and mileage regarding the car from the dealer. From the above analysis we come to know about the customers’ expectations and their post purchase service demands from the dealer.

14 How do you feel when an unknown sales person approaches you by knowing your full details to demonstrate about any product?

a) I will not respond

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b) Lost my privacy

c) Interested in knowing (if I feel need of it)

Data analysis:

Customer opinion % of customers

I will not respond 30

Lost my privacy 10

Interested in knowing (if I feel need of it) 60

Interpretation:

This question is prepared indirectly to know about the customer’s opinion about the data bank maintenance by the Chevrolet. In reply majority of customers gave appositive reply by showing interest in knowing about the car when a sales person gives a detailed description about the car.

15 What’s your opinion on a Brand Ambassador for the year?

a) Very necessary

b) Not needed

c) Waste of money for Manufacturer

Data analysis:

Customer opinion on ambassador % of customers

Very necessary 70

Not needed 20

Waste of money for Manufacturer 10

Interpretation:

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This question is meant to know about the importance of brand Ambassador for a car in the customer’s point of view. Most of the Ford customer thing that a brand ambassador is a very necessary for promoting car.

16 What’s your opinion about the previous Ambassador Abhishek Bachan For the car Ford Fiesta?

a) Full filled the purpose

b) Unable to attract the customer

c) He is not apt for it

Data analysis:

Customer opinion % of customers

Full filled the purpose 75

Unable to attract the customer 27

He is not apt for it 3

Interpretation:

Most of the ford customers think that the previous Brand ambassador Abhishek Bachen For the car Chevrolet full filled the purpose and he was able to increase the sales of the car fiesta.

17 Whom do you suggest as a right person for promoting a car?

a) Sports person

b) Film star

c) Car expert

d) Any celebrity

Data analysis:

Customer suggestion % of customers

Sports person 25

60

Film star 55

Car expert 15

Any celebrity 5

Interpretation:

Most of the customers of Chevrolet suggest a film stars the best ambassador. Because many of them get attracted only to their favorite films star other than other brand ambassador.

18 What other brand(s) did you seriously consider before making this car purchase?

a) Hyundai

b) Chevrolet

c) Maruti

d) Tata

e) Toyota

Data analysis:

Brand name % of customers

Hyundai 45

Chevrolet 25

Maruti 5

Tata 15

Toyota 10

Interpretation:

Most of the ford customers are opting for Hyundai when they are asked to consider a brand other than Chevrolet. Cruise occupies place n their preference.

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SUGGESTIONSCUSTOMERS:

! Please try to increase the number of Service centers.

! Keep Service Stations at main locations of the city, like Banaras Hills, Jubilee Hills, Begum Pet etc., where many customers feel it easy to go to service centers

There is no proper response from the servicemen at service station. 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 don’t 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 color 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

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QUESTIONNAIRE

Name:

Contact No:

Address: E-Mail address:

1. Which of the following Chevrolet car you own?

a) Beat

b) Spark

c) Ova

d) Optra

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

a) Style/design

b) Comfort

c) Chevrolet 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

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c) Low maintenance

d) Sound q

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

a) From friends, relatives (buzz)

b) Advertisements

c) Car experts

D) Sale’s persons visit

e) Auto magazine

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?

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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. What’s your opinion on the price list of Chevrolet 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

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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. How do you feel when an unknown sales person approaches you by knowing your full details to demonstrate about any product?

a) I will not respond

b) Lost my privacy

c) Interested in knowing (if I feel a need of it)

15. What’s your opinion on a Brand Ambassador for the cars?

a) Very necessary

b) Not needed

c) Waste of money for manufacturer

16. What’s your opinion about the previous Ambassador Abhishek Bachan for the car Chevrolet beat?

a) Full filled the purpose

B) Unable to attract customers

c) He was not apt for it

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17. Whom do you suggest as a right person for promoting a car?

a) Sports person

b) Film stars

c) Car expert

d) Any celebrity

18. What other brand(s) did you seriously consider before making this car Purchase?

a) Cruze

b) Optra

c) Tavera

d) Beat

e) Captive

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

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BIBLIOGRAPHY

Reference Books:

Marketing Management S.NAMAKUMARI

Advertising and Promotions GEORGE E. BELCH

Web bibliography:

www.chevroletinia .com

www.padammotors.com

www.wikipidia.com

www.google.com

Auto Magazines

Auto Car

Overdrive

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