Brand awareness and its impact on sales of gm motors project report mba marketing

BELLAD Enterprises Pvt.Ltd.

EXECUTIVE SUMMARY

This projects report containing the marketing research on “Brand Awareness of

General Motors at Bellad Enterprises PVT LTD. Hubli.

I have chosen this topic concerned to their requirement as the Bellad Enterprises

PVT LTD. GM having over 12 brands in different countries, but mainly 2 brands on

which I have concentrated more as per requirement of Bellad Enterprises PVT LTD.

Because as the GM is one of the biggest companies in the world not only

producing and selling cars and now they concentrating to target the domestic market and

they trying to know how much the domestic market or local people are aware of their

different brands and how they have opinion regarding these brands.

So in simple the need is to know, the awareness level and the customers response

about brands of GM.

My basic intention is to make the customers or people make aware of different

brands of GM and also to know the opinion in the market and their perception and

satisfaction in the market of GM brands.

Data collection approach:

By using primary and secondary sources collected the required information.

1.Primary source: Questionnaire, Personal interview.

2. Secondary source: Company website, related information from Internet, journals,

Textbook, Newspapers, etc.

BABASAB PATIL Page - 1


Sample Selection Method:

Regarding to my project sample size is 100 and the sample target customers are

those people who visit the company’s showroom and by random sampling through

convenience sampling i.e those customers who come at the different places near the

company showroom. Here random sample because to make people aware of GM

different brands, and also to check perception of people regarding brands who already

know the GM brands within Hubli-Dharwad.

Method of Analysis:

It involves a recorded observations into dissipate statement. The measurement and

evaluation of data is done using statistical tools and technique like simple percentage

method, graphical representation with the help of data code sheet using MS Excel

software.

Conclusion and Recommendations:

All the analysis and recommendations are based on the results have been got after

the completion of survey, which is undertaken by me at the company showrooms.



INTRODUCTION

This project report is on market research on Brand Awareness of General Motors.

It is a partial fulfillment of requirement of MBA 2nd SEMESTERIt was a good

opportunity given by the Bellad’s Enterprises Pvt Ltd. Hubli, to learn practical aspects of

market.

I have chosen this topic relating to the company requirement, to make the brand

awareness to the domestic market people or customer. As the GM is one of the biggest

companies in the world not only producing and selling cars the market as domestic level.

So to make the awareness of different brands of GM in Indian market.

So the basic need is to know the brand awareness level of GM & Bellad

Enterprises Pvt Ltd. in Hubli-Dharwad city.

I collected the information by a structured questionnaire that includes all the

requirements, what the company need.



LITERATURE REVIEW

In marketing a brand is the symbolic embodiment of all the information connected

with a product or service. A brand typically includes a name, logo and other visual

elements such as images fonts, color schemes, or symbols. It also encompasses the set of

expectations associated with a products or service which typically arise in the minds of

people. Such people include employees of the brand owner, people involved with

distribution, sale or supply of the product or service, and ultimately consumer. In other

contexts the term “Brand” may be used where the legal term trademark is more

appropriate

Branding is a basic marketing concept that is designed to set your

products/services apart from the competition. By using a particular name, phrase, design,

symbol or a combination of these, you can create a unique identity.

1. It should suggest product/ service benefits

2. It should be simple, memorable, and unique.

3. It should fit the image of the company.

4. It should have positive connotation for the target market.

5. It should be easy to pronounce and to pictorially.



Branding is not a sales and marketing gimmick. Instead it refines and defines

corporate culture and identity. A brand must have meaning to its consumers, its

organization and its employees. Brand is an emotional link between you and your

customer. It is what people buy when they buy your product or your company. The most

important part of a brand’s identity is the promise it makes to customers. The essence of

branding is simplicity and timelessness.

Some marketers distinguish the psychological aspect of a brand from the

experiential aspect. The experiential aspect consists of the sum of all points of contact

with the brand and is known as the brand experience. The psychological aspect,

sometimes referred to as the brand image, is a symbolic construct created within the

minds of people and consists of all the information and expectations associated with a

product or service. The animist approach to brand building considers the conceptual

structure of brands, businesses and people.

A brand that is widely known in the marketplace acquires brand recognition.

Where brand recognition builds up to a point where a brand enjoys a mass of positive

sentiment in the marketplace, it is said to have achieved brand franchise. One goal in

brand recognition is the identification of a brad without the name of the company present.



The term brand name is often interchangeably with “brand”, although it is more

correctly used to specifically denote written or spoken linguistic elements of a brand. In

this context a “brand name” constitutes a type of trademark if the brand name exclusively

identifies the brand owner as the commercial source of products or services. A brand

owner may seek to protect proprietary rights in relation to a brand through trademark

registration.

The act of creating public awareness of a specific brand in order to maximize its

recognition, successful brand awareness strategies should define a company’s uniqueness

and set it apart from competition. Quite simply, if potential customers do not know about

a company, they will not purchase from it. Therefore, one of the preeminent goals of any

business should be to build brand awareness, albeit in as cost-effective manner as

possible.

Consumers tend to make purchasing decisions based on peer recommendations

and direct experience, as well as traditional advertising methods. This is why it is

necessary to build brand awareness strategies out by instilling trust among consumers.

This trust must be achieved through credibility, rather than just a catchy advertising

campaign. Promotional marketing involving a one-to-one component is proving

increasingly effective at building trust and acquiring new customers.



STATEMENT OF THE PROBLEM

After making impressive sale of quality cars in other countries. GM is going to in

due to its different brands in domestic market. So it is very much necessary to know the

awareness level of GM brands in domestic market.

Customer awareness is mainly depends on strategies used by promotional

manager. An effective promotional method has to be used to make customers aware of

the product. There are many medias through which a company can undertake to solve this

problem. Brand loyalty, brand image and goodwill of the firm are all contributors to

make awareness of the product. If the brand image is very high than any product which is

newly launched by that company.

The product quickly becomes aware in the market. Some company spends huge

amount of money in advertising the product.

The intention of the advertising is to spread awareness of the product and

advertising plays vital role in the creating awareness of the product.



PURPOSE OF THE STUDY

The purpose of the study is to know the brand awareness of GM in the minds of

customers and change in buying behavior can be estimated by this study. The marketing

strategies can be designed in accordance with this change. It will be helpful for the

managers to make decisions. Hence, this study should be conducted.

The rational behind choosing this topic is to study/ to know—

To know the awareness level of GM brands in Hubli-Dharwad city.

To determine the factors which influence the purchasing of the car.

To know the opinion about brands of GM

To analyze the expectations of the customers.

SCOPE OF THE STUDY

The main important purpose of the study is to know the awareness level of GM

brands, and I also like to know the factors, which influences the purchasing of the car.

The study is conducted in Hubli-Dharwad city at GM showroom including the other

company’s car showroom and by random sampling.



OBJECTIVES OF THE STUDY

I ) To study brand awareness with respect to Chevrolet and Opel brands of General

Motors:

Sub-Objectives

1) To know the top brands preferred by customers among the various available.

2) To know the awareness level of GM (GENERAL MOTORS)

3) To know the awareness level of BELLAD’S Enterprises GM CAR Showroom.

4) To know the effectiveness of the available media

II) To know the various criteria for choosing particular brand of car.

Sub-Objectives

1) To find the factors like Brand Name, Safety, Comfort, Price, Maintenance,

Aesthetics, etc., that influencing the buying behavior of customers while choosing a

particular companies car.

III) To analyze the expectations of the customers.

IV) To know the opinion about brands of GM



ORGANIZATION PROFILE

BELLAD ENTERPRISES PVTLTD – Authorized Dealer for GM

Name: Bellad Enterprises Pvt Ltd Tel: 0836-2218338/9

Location: Opp. N.G.E.F., P.B. Road Fax: 0836-2218337

Rayapur,Hubli-580025

Karnataka.

INTRODUCTION TO THE ORGANIZATION:

Bellad Enterprises Pvt Ltd is an authorized dealer for GM, for Marketing, Sales,

Accessories, Service and Repairs of GM range of vehicles.

Bellad Enterprises Pvt Ltd started its operations in 2003 at Hubli city have a well-

equipped workshop with all infrastructure facilities. The workshop is well supported by

an organized spare parts division. The dealership includes departments, which are

controlled by respected heads having well-experienced and dynamic personalities.

Board of directors

Sri. Chandrakant G Bellad. (Director)

Smt. Lilavathi C Bellad. (Director)

Mr. Arvind Bellad. (Managing Director)



ORGANIZATION STRUCTURE OF BELLAD ENTERPRISES PVT LTD

Board of Directors

Managing Director

General Manager

Sales Executives

General Motors History


Sales Managers Senior Service Manager

Service Advisers

Supervisors

Mechanics


In the Early 1900's there were nearly 1000 Car Companies building and selling

Cars. Motorcar firms were appearing everywhere. By the late 1920's only 200 firms

continued in Business. Most of which later by acquision merged with much more

financially stable Automakers.

In 1902 David Buick incorporated Buick Motor Car Company in Detroit (USA),

which later was the Nucleus of the Original General Motors Ltd.

William Capro Durrant King of The Carriage Makers predicted that a million cars

a year would be in demand some day. With the acquision of Buick in sometime 1904

made it the most influential auto manufacturer in the country.

In a period of 6 years acquired Oldsmobilc, Cadillac, Oakland (now Pontiao),

Ewing, Marquette, Welch, Scripps-Booth, Sheridan and Elmore With Rapid and Reliance

trucks.

The Founding of General Motors was on September 16 1908 in New Jersey

(USA) with a population of 25,000 and merged all the acquisition to form only four

carlines Buick, Oldsmobile, Cadillac and Oakland.

By 1911 only 3 years after foundation General Motors exported its first batch of

20 American built cars for sale in Europe.

General Motors Corporation became Official on October 13th 1916, when incorporation

papers were filed in Delaware.



In 1918 Chevrolet also became part of the GM Corporation.

By 1920 there were production plants to assemble GM cars in Europe.

By 1920 Durrant had acquired 30 Companies by full or part purchase cf their stock. Two

major acquisitions were McLaughlin Motor of Canada (which later became General

Motors Canada LTD) and Fisher Body Company.

At the time GM was getting started. Engineering development was at. its peak with new

kinds of technology and gadgets innovations to make cars better and more reliable. One

such leadership in engineering development was occurring in Dayton OHIO. The

introduction of the electric self-starter Designed by Charles F Boss Kettering at his

Dayton Engineering Laboratories Company. It first appeared on the 1912 Cadillac by

doing away the dangerous and unpredictable hand crank. This made the car more popular

and accessible to a greater part of the population.

Boss Kettering who became the technical mastermind of GM in 1925 merged his

engineering company with General Motors and in charge of its unparalleled research and

engineering programs.

Some of the innovations were All steel one-piece roof, Two cycle diesel truck engines,

independent front wheel suspension, automatic transmission.

Hyatt Roller Bearing Company of Harrison also became part of General Motors in 1923.

Vauxhall Motors of England was Purchased in 1925.

Adam Opel of Germany was purchased in 1928.



13 production plants outside USA by 1928.

During World War I GM turned its facilities within 18 months to the production of war

materials.

During World War II FROM 1942 TO 1945 GM halted all automobile production and

made war materials from guns, canons, tank, and aircraft.

After World War II Engineering and Manufacturing units in Brazil and Australia.

1970s changed most of the GM car designs from RWD TO FWD.

In 1983 all Buick's design and platform changed from RWD to FWD.

1984 Joint venture with Toyota Motor Company of Japan to produce small cars for USA

brand name Chevrolet Nova.

1984 new brand added to the fleet Saturn, compact cars to compete with Japanese

Compact cars in the American market.

1984 acquired Electronic Data Systems (EDS) Dallas to enter the Information

Technology Industry.



1985 to expand capabilities purchased Hughes Aircraft Company. Integrated some of

its own electronics division with Hughes and formed GM Hughes Electronics

Corporation.

1987 GM's Sunraycer, a solar powered car designed and built by several of GM's units,

won the inaugural transcontinental World Solar Challenge in Australia. Overshooting the

nearest compition by 600 Miles. The 6-day trek was an evidence of GM leadership in

Electric propulsion, lightweight materials and aerodynamics.

1989 Purchased 50 % of Saab Automobiles AB of Sweden.

1992 GM's component manufacturing units were centralized to GM Automotive

Component Group Worldwide (renamed Delphi Automotive in 1995).

1992GMAC was established (MasterCard credit) to facilitate the customer with easy

money.

1992 GM& Toyota signed an agreement for GM to supply North American built cars to

Toyota for sale in Japan. GM will build RHD Chevrolet Cavaliers in the US, which

Toyota will purchase and sell in Japan.



General Motors Corporation

• The world's largest automaker has been the global industry sales leader since 1931.

• Founded in 1908 employs about 325,000 people around the world.

• Has manufacturing operations in 32 countries and its vehicles are sold in 200

countries.

• In 2004, GM sold nearly 9 million cars and trucks globally

• GM's global headquarters are at the GM Renaissance Center in Detroit.



MILESTONES:

1897

Olds Motor Vehicle Company, Inc., the oldest unit of General Motors Corporation, is

organized by Ransom E. Olds with capital of $50,000 & the first Oldsmobile is produced

1902

Cadillac Automobile Company is organized in Detroit by Henry M. Leland, a precision

manufacturer of automotive components.

1903

Buick Motor Company founded by David Dunbar Buick, is incorporated

1904

William Crapo ("Billy") Durant of Durant-Dort Carriage Company, Flint, Michigan,

takes control of Buick Motor Company.

1908

Sept 16: Under Billy Durant's leadership, General Motors Company is organized

incorporating the Buick Motor Company.

Nov 12: Oldsmobile becomes the second company to join General Motors when Olds

Motor works is sold to GM.



1909

General Motors purchases Cadillac on July 29, 1909

1911

Chevrolet Motor Company of Michigan is incorporated in November of 1911 by Louis

Chevrolet, William Little and Edwin Cambell, William Durant's son-in-law.

Headquarters are in Detroit.Cadillac adopts the electric self-starter as standard equipment.

1925

Vauxhall Motors Ltd., Luton, England, is acquired by General Motors.

1926

GM enters South Africa by forming General Motors South African (Pty.) Limited.

General Motors (Australia) Pty. Ltd. is incorporated with headquarters at Melbourne

General Motors New Zealand Ltd. begins assembly operations at Petone on August 30.

1929

Adam Opel AG, based in Russelsheim, Germany, is acquired by GM and takes its place

as a key member of the General Motors family.

1930

The 1930 Cadillac "V-16" is the industry's first production car to offer sixteen-cylinder

engine and immediately sets a new standard for power, performance & luxury



1931

General Motors - Holden's Ltd. is formed through merger of Holden's Motor Body

Builders Ltd. and GM (Australia) Pty. Ltd.

1940

GM celebrates production of its 25-millionth car.

1950

Chevrolet introduces the Powerglide transmission, becoming the first competitor in the

low-price field to offer fully automatic shifting.

1951

Buick's LeSabre and XP-300, two custom-built super-streamlined concept cars, are

introduced to test GM's new advances in styling and mechanical features.

1952

Power steering is offered by Cadillac, Oldsmobile and Buick

1953

The Chevrolet Corvette is introduced. It is the first volume production sports car and the

first production car with a plastic body to be produced in quantity.

1958

GM marks its 50th anniversary with a year-long Golden Milestone celebration. The

theme was "From the Progress of the Past - the Promise of the Future"



1967

GM celebrates the production of its 100-millionth US-made car (April 21).

1972

GM enters into a joint venture with Shinjin Motor Co. of Seoul, Korea, to build and

market cars in Korea.

The joint venture is named General Motors Korea Company, Ltd.

The company is renamed Saehan .viotor in 1976.

In 1982, Daewoo Group assumes managerial control and renames it Daewoo Motor Co.

Ltd.

GM retains 50% stake until 1992

1981

GM and Suzuki Motor Company, Ltd., the world's largest manufacturer of mini-compact

vehicles, announce an agreement to develop future supply and distribution arrangements.



1983

The 1984 Chevrolet Corvette is introduced, with the car's first major styling change in 15

Years.

1986

General Motors of Canada and Suzuki announce a joint venture, CAMI, to manufacture

small cars and sport utility vehicles in Canada.

1995

GM sales beyond North America exceed 3 million units for the first time.

General Motors and Shanghai Automotive Industry Corporation (SAIC) sign an

agreement for a proposed vehicle joint venture, a joint venture technical development

center and other related projects in Shanghai, China

1999

Adam Opel celebrates 100 years of automobile production.

2001

GM Daewoo Auto & Technology (GMDAT) was established.

Shanghai GM, launches the Buick Sail, the first modern family car built in China

2002

The GMDAT started operations on October 17, with GM and its partners Suzuki and

SAIC (Shanghai Automotive Industry Corporation) holding a stake of 66.7% with

investments of US$400 million.



2004

GM is the only auto maker to make Fortune magazine's annual rankings of the top 50

"Best Companies for Minorities."

2005

The all-new Chevrolet Aveo sedan makes its worldwide debut at Auto Shanghai, China's

premier auto show.

General Motors India

1994

General Motors India incorporates a 50-50 joint venture company with the C.K. Biria

Group of Companies,

1999

General Motors India became a full subsidiary of GM.



GM India Products

GM India Plant located on 45,000-square-meter plant at Halol, 45 kilometers northwest

of Vadodara, in the western state of Gujarat. Produces two models Optra and Tavera and

imports Completely Built up Units of Forester:

Year Sales (In Units)

2005 30,837

2004 26,166

2003 15,155

GM's operations in India produce premium automobiles in a world class-manufacturing

environment combining:

Indian Ingenuity

Global Management Know-how

GMDAT Engineering.



GM India Expansion Plans:- General Motors India's Halol facility in Gujarat is

undergoing major expansion to further increase its capacity to 85,000 units in 2006 to

provide world class vehicles made in India to the discerning Indian consumer.

THE CHEVROLET MILESTONS

1911

Chevrolet Motor Company of Michigan is incorporated in November by Louis Chevrolet,

and William Durant.

1918

Chevrolet joins General Motors Co-poration.

1924

• GM's first European assembly plant at Copenhagen is to build Chevrolets for sale in

Scandinavian countries, the Baltics, and Germany, Poland, Czechoslovakia, Austria,

Hungary and Russia.



• The first GM vehicle assembled outside the U.S. and Canada, a Chevrolet utility

truck, comes off the Copenhagen assembly line.

1929

Chevrolet introduces its new six-cylinder engine for use in commercial vehicles.

1953

Chevrolet Corvette is introduced

• It is the first volume production sports car.

The first production car with a plastic body to be produced in quantity.

1958

Chevrolet introduces the El Camino, designed to combine big car comfort with the utility

of a pickup truck, as a 1959 model.



1959

Chevrolet introduces the Corvair. General Motors New Zealand Ltd. begins assembly

operations at Petone on August 30.

1963

Chevrolet introduces its midsize Malibu as a 1964 model.

In 1963, one out of every ten cars sold in the United States was a Chevrolet.

1966

Chevrolet introduces the F-body Carnaro as a 1967 model.

1975

Chevrolet introduces the Chevette

1983

The 1984 Chevrolet Corvette is introduced, with the car's first major styling change in 15

years.

1966

The Chevrolet Corvette celebrates its fiftieth anniversary.

2005

The all-new Chevrolet Aveo sedan makes its worldwide debut at Auto Shanghai, China’s

premier auto show.



Chevrolet in India

In July 2003, Chevvy was back in the India after about 40 years.

General Motors India introduces the iconic ‘Chevrolet’ brand

February 11, 2003 New Delhi: GM India launches a unique advertising campaign

‘I am Chevrolet’. “I am Chevrolet--India”.

Automotive companies that work under the flag of GM are:

Chevrolet

Opel

Vauxhall

Cadillac

Buick

Oldsmobile

Pontiac

GMC

Saturn

Holden

Saab

Isuzu



History of Opel

Opel, where did it all start?

Adam Opel, the founder of Opel, was born on May 9th ,1837 in Russelsheim. His

father was a smith so it was obvious that Adam would take over this business. It all

turned out differently. Adam was interested in technique.

In Paris he got interested in sewing machines and after having worked in a factory

where they produced sewing machines he made the decision to go back to Germany

and start his own factory. This took place 1862.

The Factory was a big success, so in 1867 Adam bought a piece of land near the

railway station in Russelsheim to build a production plant. Still the Bahnhofstrasse is

the official address of Opel

In the meanwhile Adam got interested in bicycles, which became very popular in that

time. In 1886 he starts producing his first bicycle under the name of Opel, the well

known model with the huge front wheel and the small rear wheel.Very soon Adam

starts producing different models and again this is a big hit: the bicycle division is

expanding rapidly.On September 8lh ,1895 Adam Ope dies and his sons take over the

business. At that time Opel is a company which produces 20,000 sewing machines and

16,000 bicycles yearly, employing over 1,500 people.



Parallel to all this Opel was also engaged in producing motorcycles. This all started

around the turn of the century when they discovered a gap in the market. There was

nothing between the bicycle and a car, so they started developing a motorcycle.

In 1902 they presented their first motorcycle, soon followed by more models.

The attempt to take over the market failed and Opel stopped producing motorcycles.

In the years to come Opel took two more attempts to become a producer of

motorcycles , but also these attempts failed.

After the first world war things are looking bad for Opel. The whole factory has to be

started up from scratch. They first start producing bicycles and in 1919 the first car is

produced again. Unfortunately, because of the bad economy, there is hardly a market

for new cars. On top of that the technology used is already old fashion.

Opel just in time realises that the only way to survive is too lower the price of the

vehicles. To be able to realise this they implement a new production method which is

a great success in the United States: the assembly line.

The first car produced according to this concept is the "Laubfrosch" , only available in

the colour green.

The "laubfrosch" is a turning point for Opel. Production is going up and in the year

1928 Opel is again the biggest producer of cars in Germany.



Opel And General Motors

In the twenties everything looks okay for Opel: production is going up and sales are

good. In 1926 foreign car producers start flooding the market and Opel realises that it

is time for expansion in order to cope with this situation.

Due to several financial events Opel is eventually forced to start negotiating with

General Motors about a take over. In 1929 GM takes over 80% of the stock and two

years later the other 20 %. An agreement is made that the name Opel remains.

General Motors itself is a company founded in 1908 in the United States. General

Motors was a merger of several little companies of which there where many in those

days. Already soon more and more companies join, companies like: Olds motor

company (Oldsmobile), de Chevrolet motor company, de Buick motor company and

the Cadillac motor company. Already after three years GM started up its international

activities. GM kept on growing and growing and took over more and ore companies.

In 1923 GM opened its first assembly plant outside North-America, namely: Denmark.

To meet the demands of the European customer, General Motors Continental was

founded in 1924 in Belgium,

In 1925 GM took over Vauxhall motors.

Nowadays GM is one of the biggest companies in the world not only producing and

selling cars but is also present in other lines of business.



Imp Facts and events.

Adam Opel originates from a family of locksmiths.

1862 Foundation of Adam Opel AG in Russelshiem, where he builds his first Sewing

Machine.

1887 Opel builds first high-wheeler bicycle. Later in the year Production of first safety

bicycle.

1899 Contract with carriage builder Friedrich Lutzmann from Dessau. First Opel car built

in Russelsheim called LUTZMANN.

1901 Contract with Alexandre Darracq to build First Opel Motorcycle.

1902 Manufactures of bodies for cars under brand name Opel-Darracq. Car completely

built by Opel lOhp 2-cyl engine with built in water pump, at a top speed of 45Km/h.

1903 production of first 4 cyl engine with an Output 20 hp.

1904 Four speed transmission, drum brakes, double ignition, spur gear driven

camshaft, metal cone clutch.

1906 Crankcase made of aluminum, production of taxi, foundation of subsidiary in

Berlin. Completion of the 1,000th Opel Automobile.



1907 Opel wins "Kaiser Prize" for the best German car in the Taunus Race. Start of truck

production.

1909 introduction of a new model "Doktorwagen" 4/8 hp engine with re

movable wheel rims.

1910 standardized unit assemble for different bodies.

1911 new model launched called "Torpedo"

1912 new model launched with 40/100 hp 4 cyl-engine with multi Valve

technology. Heating available as standard for the first time. New model launched

with 13/30 hp called "The Egg".

1913 Construction of the first Opel racecar with 16 valve OHC four cylinders.

1914 New 5/14 model launched called "The Puppchen". Opel is Germanys biggest Auto

manufacturer.

1916 First Opel Six cylinder engine 4.7 liters l8/50hp with electric starter, electric

headlights, hydraulic shock absorbers.

1924 New model launched called "Laubfrosch" 4/12 hp engine. With Multi-plate steel

clutch, oil pump lubrication, removable cyl cover. Opel dealers introduce standardized

maintenance at fixed cost.

1925 10/45 hp engine type 80 model with 4 wheel brakes.



1926 Labfrousch price reduced from 4,000 to 2,980 marks.

1928 Presentation of Opel Eight cylinder 24/110-hp engine on new model called "The

Regent" with 4 wheel brakes. - On May 23rd 1928 Fritz Von Opel reaches top speed of

238 Km/h on the Berlin avus track with the rocket car Rak-2. This record was not broken

until 1934 in Germany.

1928 GM maximum stakeholder.

1929 GM acquires 80% of shares of Opel.

1931 GM acquires 100% of Opel. New 1.8 liter six cyl engine and 1.2 liter four cyl

engine installed on new models.

1935 model Olympia with integral all steel body frame. And increased passive safety.

New economical model launched called "P-4" at a price of 1,650 marks.

Construction of truck plant with a capacity of 25,000 trucks.

1936 Opel is Europe's largest auto producer with annual production of 120293 cars.

New model launched Kadett wil integral safety frame and body.

1937 Bicycle manufacturing ends. New super six-cyl engine with short stroke OHV.

Dip panting standard. New model launched Admiral 3.6 liter.

1940 One millionth Opel produced. Passenger car production stops in October.

1944 Russelsheim and Brandenburg plant destroyed by plants.



1945 Kadett production equipment dismantled by the Soviet Union.

1946 Production of the first post-war Opel, a 1.5 ton Blitz truck.

1947 Olympia production resumes.

1948 Pre war Kapitan model reintroduced with minor changes.

1950 Russelsheim plant fully rebuilt.

1951 per run engines installed on all Opel models. Opel is the first manufacturer to

introduce this system in Europe.

1953 New Olympia Rekord with potoon body.

1956 Two million Opel Kapitan Produced. Inaugural of new body plant K-40. Plant

capacity doubled from 100000 to 200000 units annually.

1957 New Olympia Rekord PI model with wrap around windshield.

1962 Opels 100th anniversary. Inaugural of Bochum plant to produce new Kadett-A.

1964 Introduction of the new Opel Kapitan, Admiral and Diplomat models.

1966 Inaugration of new Plant to build Chassis and Synthetic Material.

1967 new model Commodore A launched.

1968 presentation of the two seat GT coupe with retractable headlamps.

1969 Second generation of Kapitan, Admiral and Diplomat with new body and De Dion

rear axle.

1970 Introduction of new models Manta A and Ascona A.



1971 10 Million Opels build.

1972 new model Rekord D and Commoodore B launched.

1975 new Manta B and Ascona B models launched.

1977 New Rekord E, Monza A and Senator A models launched.

1979 first Opel FWD launched in new Kadett D.

1981 new model Kadett E model launched.

1982 production of the Opel Corsa Begins.

1983 20 million cars build. Asbestos-free clutch as standard equipment.

1984 new Senator model first passenger car in the world sold with Supercharged Diesel

engine as standard. New Kadett GSI 2 door coupe launched.

1985 Opel is the first manufacturer in Germany to fit CATALYIC CONVERT

ERS as standard. Single point fuel injection standard with Corsa and

Kadett.

1986 new Opel Omega launched super saloon with Euro I norms

1987 Opel completes 125 years in Business.

1988 Opel launches Vectra in H/B and N/B body styles. With Euro I norms.

1989 Opel installs Euro II engines on all petrol models as standard equipment.



1990 new automated plant to manufacture 150,000 cars annually with employment

of 2000.

1991 Opel at 1ST position in the market and Launch of The Astra H/B model.

1992 Opel Astra N/B model launched. New model 4 wheel drive Montery and Frontera

also launched. All Opels Euro II.

1993 Opel at number one position in the market with models available in all segment to

choose from. Opel also wins the "Golden Wrejicji^_award.

1994 new Omega launched with 6 CYL engine as standard, Omega also wins "Golden

Steering Wheel award". Launch of Tigra 2 door coupe with 16 valve engines as standard.



Diversity Awards

2004

HENAAC Award - Hispanic Engineering National Achievement Award, October

2004 - Awarded to Grace Lieblein in the category of Professional Achievement

Community Spirit Award to GMHIT (GM Hispanic Initiatives Team) from Latino

Family Services, October 2004- Diane DeHoyos, President

HACU (Hispanic Association of Colleges & Universities) Private Sector Award,

October 2004

100 Best Companies for Working Mothers, Working Mother Magazine, October

2004

Latin Business Magazine 2004 - Diversity Honor Roll (September issue)

LULAC League of United Latin American Citizens - Presidential Award (July

2004)

LatinaStyle Magazine,Top 50 Best Companies for Latinas to Work For in the

U.S. (July 2004 issue)

VISTA Magazine - America’s Top Family Friendly Companies (July 2004)

Top 100 Companies for African-Americans - Black Professionals Magazine (June

2004)



TAMACC-Texas Association of Mexican American Chambers of

Commerce - Chairman’s Legislative Leadership Award (March

2004)

2003

2003 Ellis Island Medal of Honor Award - Michael Liao

"Top 50 Best Companies for Hispanic Women to Work for in the U.S.," Latina

Style magazine, 2003

YMCA Minority Achievers Award, May 2003 - Jocelyn Allen-Harp

"100 Emerging Business Leaders," Detroiter Magazine (August Issue

publication), May 2003 - Tanya Hayes, Public Policy Center

Board of Directors' Award, LA SED (Latin-Americans for Social and Economic

Development, Inc.), 2003 - Roderick D. Gillum, GM Vice President, Corporate

Responsibility & Diversity

"Top 50 Hispanics in Business and Technology," Hispanic Engineer &

Information Technology magazine, April 24, 2003 - Diane DeHoyos, Greg

Deveson, Grace Lieblein

2003 National Asian American Engineer of Year Award, Chinese Institute of

Engineers/USA, February 2003 - J.T. Wang



Corporation of the Year, Southern Christian Leadership

Conference (SCLC) Detroit Chapter, 2003

2002

Prism Award, 2002

Chair Award, U.S. Hispanic Chamber of Commerce, 2002 - Orlando Padilla

"Top 50 Corporations for Multicultural Business Opportunities (Div50)" by

Div2000.com , 2002

Dream Maker Award, Detroit Hispanic Development Corporation, 2002

Corporate Trailblazer Award, Minorities in Business magazine, 2002 - Orlando

Padilla

Corporation of the Year, U.S. Hispanic Chamber of Commerce, October 2002

National Asian American Corporate Achievement Award, Organization of

Chinese Americans, October 2002 - Ray G. Young

Helen Keller Achievement Award in Employment Opportunity, American

Foundation for the Blind, 2002



Hispanic Engineer National Achievement Awards Corporation (HENAAC) -

Orlando Padilla

Black Engineer of the Year Recognition Awards - Valorie Horton, Sherri

Hankerson, Belden Love

"Executive of the Year," African American on Wheels magazine, January 2002 -

Rod Gillum

SAMPLING

Sampling allows us to concentrate our attention upon relatively small number of

people and hence devote more energy to ensure that the information collected from them

accurate.

Sample: Representation of a particular population. And is the subset of the population.

Concerned to my project, the sample represented is, as sample size of 100 people in

number & the sample is consisting of the visitors of company showroom and other

companies’ car showrooms at Hubli city.

Stages in the selection of a sample



Define the target population

Specify the sampling frame

Specify sampling unit

Specify sampling method

Determine sample size

Specify sampling plan

Select the Sample

Define the target population:

Concerned to my project, I have selected the target population as; the customers

come to the company showroom and also through random sampling the customers who

come to other company’s showroom.

Specify the sampling frame:

Concerned to my project, the sampling frame held in Hubli-Dharwad city, here

basically the GM car showroom and customers come to other company’s car showroom

through convenience sampling.

Other company’s car showroom.

1. Maruti (RNS)

2.Tata Motors (Manickbag)

3.Toyota (Shodha Motors)

4. Hyundai (Bellad)



Specify the sampling unit:

Sampling unit consisting of the selected sample.

Specify sampling method:

Concerned to the project, I am using the non-probability sampling method. I.e.

through random sample.

Determine sample size:

Here the sample size selected is 100.

RESEARCH DESIGN


Define the Research problem

Estimate the value of information

Select the value of information

Select the Data Collection Method

Select the Measurement Technique

Select the Sample


DATA COLLECTION METHEODS

The information necessary for this survey is collected by tapping primary and

secondary sources the sources are:

Primary Sources:

Questionnaire:

Concerned to my project, I am using the structured questionnaire with open-ended,

close ended. And the questionnaire was addressed to the customers who visited the

company showroom and also other companies’ showroom and those customers who

visited the market area through convenience sample.

Personal Interaction:

Type of Interview: Structured Interview, it refers to the extent to which an interviewer is

restricted to following the wording and instructions in the questionnaire.

Secondary Sources:

Company Websites


Select the Analytical Approach

Evaluate the Ethics of the Research

Specify the Time & the Financial cost


Related Information from Internet

Company Reports

Books and Publications

MEASURING TOOLS:- Descriptive type of research, using the questionnaire with

rating scale, Open & Close- ended questions.

ANALYSIS WITH GRAPHS AND CHARTS

Q1. Do you own a car?

Total number of sample Yes No

100 32% 68%



The above graph shows that 32% of the respondents are owners of cars and 68%

of respondent have not owned car.

4. Whenever you think of a car which brand comes to your mind.

No. Samples

GM MUL Tata Hyundai Fiat Honda Toyota Ford Others

100 8 42 15 11 2 5 10 5 2



From the above graph it shows that 42% of the respondents were Maruti brand in

the minds of customers, 15% of respondents are Tata Motors, 11% of respondents

are Hyundai and 10% of respondents are Toyota brand.

5. Are you aware of Bellad’s Enterprises GM Car Showroom at Hubli?



Total No of Samples Yes No

100 96 4

From the above graph we can see that, in the total sample size of 100. 96% of the

respondents were aware of Bellad Enterprises pvt ltd GM car showroom at Hulbi,

and 4% of the respondents were not aware of Bellad Enterprises pvt ltd GM car

showroom at Hulbi.

6. Are you aware of GM (General Motors)?



Total No of Samples Yes No

100 96 4

From the above graph we can see that, in the total sample size of 100. 96% of the

respondents were aware of General Motors, and 4% of the respondents were not

aware of GM.

7. If yes, through which media.

Total No Hoarding News papers

Magazines TV ads Internet Others Blank



100 12 27 5 20 0 32 4

The above graph shows that majority of the respondent came to know about GM

cars through Newspapers, TV ads & friends.

Magazines, Hoarding and Internet play a small role.

8. Which brands of GM are you aware of?

Total No Chevrolet Opel Both None Blank



100 8 4 88 0 4

Here we can see that out of 96 respondents, 8% respondents are aware of only

Chevrolet brand and 4% respondents are aware of Opel brand. Majority of the

respondents are aware of both brands.

9. Whether the Brands of GM have lived up to your expectation.

Total No Strongly agree Agree Neither agree nor Disagree

Disagree Strongly disagree

Blank

100 18 42 24 12 0 4



The above graph illustrates the expectation level of customers towards the GM

products. Out of 96 respondents, 18 respondents have strongly agreed that

whatever they expected from the brand has lived up to their expectations. 42

respondents have too agreed on this, 24 respondents have neither agreed nor

disagreed on this.12 respondents has said that GM brands did not lived up to their

expectation.

10. What is your opinion about Brands of GM?



Total No Excellent Good Average Poor Blank

100 20 48 28 0 4

Here from above we can see that, the opinions made by the customers towards the

GM brands. 50% respondents have opinion of the GM products are good. 21%

respondents have rated it as excellent brand. 29% of them said that brands are

average and no customer have read GM product as poor.

11. Which factors do you prefer while purchasing car.



Total No Brand Name

Safety Comfort Aesthetic Price Maintenance Other

100 4 6 10 13 25 18 24

According to survey it is found that Mileage, Price and Maintenance are the most

crucial features considered while purchasing a Car

12. Rank the following on the scale of 1 to 8.

(Starting from 1 to 8, 1 for the most preferred and 8 for the least preferred).


Rank GM MUL Tata Toyota Hyundai Fiat Honda Ford1 8 42 18 10 10 5 5 22 12 22 40 12 10 6 6 73 13 12 26 18 40 4 7 124 17 10 12 30 12 5 12 95 30 10 4 12 12 10 15 186 10 4 0 10 12 15 25 207 10 - - 4 16 25 18 288 0 - 0 4 5 30 12 4


According to survey it is found that Maruti, Tata, Hyundai and Toyota are the

most preferred brands rated by respondents.



SUMMARY

This projects report containing the marketing research on “Brand Awareness of

General Motors at Bellad Enterprises PVT LTD. Hubli.

It was a good opportunity given by the Bellad’s Enterprises Pvt Ltd. Hubli, to

learn practical aspects of market.

I have chosen this topic relating to the company requirement, to make the brand

awareness to the domestic market people or customer. As the GM is one of the biggest

companies in the world not only producing and selling cars the market as domestic level.

So to make the awareness of different brands of GM in Indian market.

So the basic need is to know the brand awareness level of GM & Bellad

Enterprises Pvt Ltd. in Hubli-Dharwad city.

I collected the information by a structured questionnaire that includes all the

requirements, what the company need.



FINDINGS

It is found that majority of the respondents are preferred by Maruti brand, i.e.42%

of respondents, 15% of Tata brand, 11% of Hyundai and 10% of Toyota brand.

It was amazing to know customers were aware of GM. I.e. 96% of the respondent

were aware of GM.

96% of respondents are aware of Bellad Enterprises Pvt Ltd GM car showroom at

Hubli.

It is found that majority of the respondents come to know through Newspapers,

TV ads and others. I.e. 27% of Newspapers, 20% of TV ads and 32% of others.

88% of respondents are aware of both brands of GM (Chevrolet & Opel).

The brands have lived up to the expectation of the customers. I.e. 42% of

respondents are agreeing.

The opinion of the customers towards GM brands was good. I.e. 50% of

respondent’s opinions were good.

Price, Maintenance & Mileage were upheld as the most crucial factors considered

while purchasing a car. I.e. 25% of Price, 18% of Maintenance & 24% of Others.



RECOMMENDATION

By deep drilling of project some recommendations I would like to add to the company: -

The company awareness is good, but it has to create awareness of the GM brands

cars in the minds of the customers.

Company has to increase promotional activities like giving more advertise, free

insurance, free accessories and finance facilities.

Company has to concentrate more on the attributes that are preferred by the

customer; so that company can meet their expectations by meeting their

expectation the company can position themselves positively in the minds of the

customers.

Most of the respondents perceived that, there are few models and more pries cars

provided by GM. Therefore, company should concentrate more models and less

pries cars.The respondents were provided some of the important suggestions like.

1. To introduced diesel car.

2. To introduced less price car.

3. More advertisements should be done.

4. To introduced B & C – Segment car.



CONCLUSIONS

From the comprehensive mining of the project some of the proposed actions or

some of the suggestions to the company are,

The company awareness level being OK, it is observed that some people are

confused about Chevrolet and Opel brands are under GM or not.

GM is one of the biggest companies in the world. And now the company is

concentrating on domestic market. Therefore there is a lot of potential / opportunity in the

domestic market. It is also observed that the advertising and sales promotional activities

that are carried out by the showroom are very less. Therefore they should formulate some

aggressive strategy, which will help to increase the sales volume.

And the company also has to make a point that most of the people in their

suggestion said that they want the diesel and B & C Segment cars, so the company can

use this information to manufacture the right type of Cars i.e., the style that what the

people want.

QUESTIONNAIRE



Dear sir/madam,

1. Do you own a car?

a) Yes [ ] b) No [ ] (If No go to Q.No 4)

2. If yes, specify the name of the company._________________________

3. Basic criteria for choosing the above mentioned company.

a) Brand Name [ ] b) Safety [ ] c) Comfort [ ] d) Aesthetics [ ]

e) Price [ ] f) Maintenance [ ] g) If any other, specify:_____________

4. Whenever you think of a car which brand comes to your mind.

a) GM [ ] b) MUL [ ]

c) TATA Motors [ ] d) Hyundai [ ]

e) Fiat [ ] f) Honda [ ]

g) Toyota [ ] h) Ford [ ]

i) If any other, specify:__________________

2. Are you aware of GM (General Motors)?

a) Yes [ ] b) No [ ]

3. Are you aware of Bellad’s Enterprises GM Car Showroom at Hubli?

a) Yes [ ] b) No [ ]

4. If yes, through which media.

a) Hoarding [ ] b) News papers [ ] c) Magazines [ ] d) TV ads [ ]

e) Internet [ ] f) If other, specify:________________

5. Which brands of GM are you aware of?

a) Chevrolet [ ] b) Opel [ ] c) Both [ ] d) None [ ]

6. Whether the Brands of GM have lived up to your expectation.



a) Strongly agree [ ] b) Agree [ ] c) Neither agree nor Disagree [ ]

d) Disagree [ ] e) strongly disagree [ ]

7. What is your opinion about Brands of GM?

a) Excellent [ ] b) Good [ ] c) Average [ ] d) Poor [ ]

8. Which factors do you prefer while purchasing car.

a) Brand Name [ ] b) Safety [ ] c) Comfort [ ] d) Aesthetic [ ]

e) Price [ ] f) Maintenance [ ] g) If any other, specify________________

9. Rank the following on the scale of 1 to 8.

(Starting from 1 to 8, 1 for the most preferred and 8 for the least preferred).

a) GM [ ] e) Hyundai [ ]

b) MUL [ ] f) Fiat [ ]

c) TATA Motors [ ] g) Honda [ ]

d) Toyota [ ] h) Ford [ ]

13.Any suggestions on GM Brand.

_________________________________________________________________ Name: _________________________ Occupation:______________________ Address: ________________________ Annual Income:__________________

_________________________ Ph.No: _______________________

Thank-You for Your co-operation

MASTER CODE SHEET

Sl.No Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8 Q9 Q10 Q11 Q12 Q13

1 2 9 1 1 4 1 9 To introduced less price car

2 2 6 1 1 3 3 2 1 7 6 To introduced B & C – Segment car

3 1 Maruti 5 2 1 1 6 3 3 3 5 2 More advertisements

4 2 4 1 1 4 3 2 1 2 4 To introduced diesel car



5 2 2 1 1 6 3 1 2 4 2 To introduced less price car


7 1 Tata 6 3 1 1 6 3 2 3 3 3 To introduced B & C – Segment car

8 2 2 1 1 4 3 4 1 7 2 More advertisements


10 1 Maruti 1 2 1 1 6 3 4 1 5 2 To introduced diesel car




14 1 Maruti 2 1 1 4 3 4 2 5 2 To introduced diesel car




18 1 Hyundai 4 1 1 4 3 2 2 7 4 To introduced diesel car


20 2 2 2 2 4 5 2







27 1 Tata 3 1 1 6 3 2 2 3 3 To introduced diesel car



30 1 Maruti 2 1 1 6 3 3 3 5 2 More advertisements







37 1 Maruti 2 1 1 6 3 4 1 4 2 More advertisements


39 2 2 2 2 4 7 2





44 1 Fiat 5 1 1 4 3 4 1 2 5 To introduced diesel car


46 1 Maruti 2 1 1 6 3 4 1 6 2 To introduced less price car




48 1 Tata 3 1 1 4 3 3 3 7 3 To introduced B & C – Segment car





53 1 Maruti 2 1 1 6 3 4 1 7 2 To introduced B & C – Segment car





58 2 2 2 2 4 7 2
















74 1 Hyundai 4 1 1 4 3 2 1 5 4 To introduced B & C – Segment car


76 1 Fiat 5 1 1 2 3 2 1 6 5 To introduced diesel car




80 2 3 2 2 4 5 3












90 1 Fiat 5 1 1 2 3 2 2 5 5 To introduced less price car






96 1 Hyundai 4 1 1 2 3 3 2 6 4 To introduced less price car





BIBLOGRAPHY

REFERENCE BOOKS:

Marketing Research: Tull and Hawkins

Marketing Management: Philip Kotler



INTERNET WEB SITES:

www.gm.co.in

www.chevrolet.co.in

www.opel.co.in


http://www.chevrolet.co.in/

http://www.gm.co.in/

Date post:	12-Sep-2014
Category:	Business
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