roots ppt - baixardoc

 A BRIEF STUDY OF MARKETING STRATEGY  A BRIEF STUDY OF MARKETING STRATEGY  A BRIEF STUDY OF MARKETING STRATEGY  A BRIEF STUDY OF MARKETING STRATEGY 

OF ROOTSOF ROOTSOF ROOTSOF ROOTS

MASTER OF BUSINESS ADMINISTRATIONMASTER OF BUSINESS ADMINISTRATION

Internal Internal Guide: Guide: Presented Presented by:by:DDrr. . MM. . KK. . PPaattrraa DDiippaannkkaarr SSiinnhhaa(Prof. (Prof. Human Human Resources Resources Management) Management) Roll Roll No.: No.: B/09/02B/09/0288

Reg. No.:0906281053Reg. No.:0906281053Session: 2009-2011Session: 2009-2011

INTRODUCTION OF THE TOPICy MARKETING STRATEGY (MEANING)y Marketing means the organizational function & set of process for creating,

communicating, and delivering value to customers.y The term Strategy in literal means a plan designed to achieve a long term aimy Now, combining both terms together Marketing Strategy  are blue prints for

action that marshal and reconcile the marketing function resources withenvironmental constraints

y FORMULATION OF MARKETING CUM SALES STRATEGY y Michael Porter has proposed three types of strategies that provide a good starting

point for strategic thinkingy Ov erall cost leadership:- E very firm tries best to achieve the lowest production

and distribution costs so that it can price its products lower than those of itscompetitors and capture a large market share.

y Differentiation:In this case a business tries to achieve superior performance in animportant customer benefit that is valued by the market.

y Focus: The firm gets to know narrow market segments intimately and pursueseither cost leadership or differentiation within the target segment.

LEVEL OF MARKET SEGMENTATION

y Niche marketing:Marketers usually identify niches by dividing a market into segments.

y Local marketing: Target marketing is leading to marketing programs tailoredto the needs & wants of local customer groups in trading areas, neighborhoods,even individual stores

y Indi v idual marketing: The ultimate level of segmentation leads tosegmentation of one, customized marketing or one-to-one marketing.

y Target market: Once the firm has identified its market segmentopportunities, it must decide how many and which one to target

y Positioning:Positioning the act of designing the companys offering andimage to occupy a distinctive place in the minds of the target market

OBJECTIVE OF THE STUDYy To find out the different methods of brand awareness

in horn industries.

y To know the buying decision of the customers in hornindustries.

y To know the satisfaction level of the customers withafter sales service.

y To know about the market share of R OOTS HORN inautomobile sector.

Sources of datay Primary data :

Primary data was collected through a well stucturequestionnaire designed for retailer and consumer.

y Secondary data:

secondary data was collected from various magazines,newspapers,automobile books,retailer,consumer andothers.

COMPANY PROFILEy Name: R OOTS INDUSTRIES .LTDy

Regd office: R.K.G. industrial estate, ganapathy, coimbatore-641006.y

Factory:y component division, ganapathy, coimbatore-641006.

horn division kadhirinayakenpalayam, thoppampatti,coimbatore-641017.

Executi v e chairman: Mr.ramasamy  masters degree holder inautomobile engineering.

 Acti v ity : manufacturers of electric horns,air horns and otherequipments.

Head office: Coimbatore

GROUP OF COMPANY

RIL-Roots industries limited (electric horns )RA PPL-Roots auto products pvt ltd(air horns,switchesand controllers)R DES-Roots digital engg service pvt ltd (digital engg service )RMCL-Roots multi clean ltd (cleaning machines)R PC-Roots polycraft (plastic components)R PP-Roots precision products (dies,tools,jigs and fixtures)RMTL-Roots metrology laboratory (instrument calibration,quality system consultancy)R.K.Nature cure home (nature cure theraphy,yoga and massage )SJNMS-satchidananda jothy niketan matric school(internationalschool)CCC-crystal clean care(range of modern cleaning techniques)Roots industries (Malaysia) SDN BHDRoots industries (north america) INC

PRODUCT RANGE OF THE ELECTRIC

HORNy Roots Industries Limited places a premium on original technology

and innovation.

. This is in a large part possible due to the full-fledged design,developement and test center with the latest CAD/CAM facilities.Its Metrology lab too is equipped with world-class instrumentsand related equipment.

y Windtone

y  Vibrosonic

y Cleartone

y Roots 90

y Megasonic

y Smarttone

y Spider

y R 70

y sensors

Air horn and other product A t Roots A uto, our work ethics evolve around the tenet of 

customer satisfaction. We ceaselessly strive to provide best quality matching global standards. With the management having anentrepreneurial vision and a team that's highly motivated, we make thequality of our horn heard in every corner of the world.

A ir horn

Controller

Switches

Relays

Electronic flasher

Melody maker

Security system

Mobile charger

LEARNED POINTS OF LITTLE SIZE BUT BIGGER

MEANING

y There are two types of training imparted to workers : 1)on the job basically for 3 months. 2) off the job onmonthly basis.

y Working shift for the workers are of 8 hours duration.

y There are two shift of production.

y The company also manufacture horns for BOSCHCOMPA NY.

y In every sample of 1000 horns 50 horns are checked.

y A ll the workers on the shop floor are in same dress