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8/9/2019 Sales Promotion and Requirement of Buses in School Eicher-Motors.doc
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INTRODUCTION
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INTRODUCTION
Eicher Motors Ltd., incorporated in the year 1982, is a Large Cap company
(having a market cap of Rs 9!9".## Cr.$ operating in %&to sector.
Eicher Motors Ltd. key 'rod&ctsReven&e )egments inc*&de %&tomo+i*e 2
-hee*ers hich contri+&ted Rs 1/#."# Cr to )a*es 0a*&e (91.9 of ota*
)a*es$, )pare 'arts 3 Components hich contri+&ted Rs 14/.#2 Cr to )a*es
0a*&e (/.#9 of ota* )a*es$, )crap hich contri+&ted Rs 4.4" Cr to )a*es
0a*&e (".22 of ota* )a*es$, 5ther 5perating Reven&e hich contri+&ted
Rs 1.!# Cr to )a*es 0a*&e ("."8 of ota* )a*es$, E6port 7ncentives hich
contri+&ted Rs 1.12 Cr to )a*es 0a*&e ("."! of ota* )a*es$, for the year
ending 1ec2"1.
or the :&arter ended ")ep2"14, the company has reported a )tanda*one
sa*es of Rs. 81#."1 Cr., &p 9.9" from *ast :&arter )a*es of Rs. /42.! Cr.
and &p /8. from *ast year same :&arter )a*es of Rs. 4!/.!9 Cr.
Company has reported net profit after ta6 of Rs. 14".98 Cr. in *atest :&arter.
he company;s management inc*&des Mr.M < )&++aiah, Mr.'rateek <a*an,
Mr.'riya =rat, Mr.R L Ravichandran, Mr.) )andi*ya, Mr.)iddhartha La*,
Mr.= >ovindara?an, Mr.@ Ramesh, Mr.La*it Ma*ik, Mr.Manhar @apoor,
Mr.A @rishnan, Mr.)ha?i @oshy, Mr.Manhar @apoor.
Company has e*oitte Baskins 3 )e**s as its a&ditors. %s on ")ep2"14,
the company has a tota* of 2/,1"2,/8 shares o&tstanding.
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History
Eicher Motors is a commercia* vehic*e man&fact&rer in 7ndia. he companys
origins date +ack to 1948, hen >oodearth Company as esta+*ished for the
distri+&tion and service of imported tractors.7n 19!9 the Eicher ractor
Corporation of 7ndia 'rivate Ltd. as esta+*ished, ?oint*y ith the Eicher
tractor company, a >erman tractor man&fact&rer. 7n 19#" the first tractor
prod&ced in 7ndia as p&t on the market. )ince 19#! Eicher in 7ndia has +een
comp*ete*y oned +y 7ndian shareho*ders. he >erman Eicher tractor as part*y
oned +y Masseyerg&sonfrom 19/", hen they +o&ght " percent. Masseyerg&son +o&ght o&t the >erman company in 19/.
7n 2""! Eicher Motors Ltd. so*d their tractors and engines +&siness to %E
ractors (ractors %nd arm E:&ipment Ltd$ of Chennai, the 7ndian *icencee of
Massey erg&son tractors.
7n 5cto+er 1982 a co**a+oration agreement ith Mits&+ishi for the man&fact&re
of Light Commercia* 0ehic*es as signed in okyo and in the same period the
incorporation of Eicher Motors Limited a*so took p*ace. 7n e+r&ary 199", Eicher
>oodearth +o&ght 2# stake in Enfie*d 7ndia Ltd and +y 199 Eicher ac:&ired a
ma?ority stake (#" e:&ity shareho*ding$ in Enfie*d 7ndia.
7n <&*y 2""8, EML and 0o*vo >ro&ps !"D!" ?oint vent&re 0E Commercia*
0ehic*es (0EC0$ designs, man&fact&res and markets commercia* vehic*es,
engineering components and provides engineering design.
7n <&*y 2"12, EML and 'o*aris 7nd&stries 7nc, )% anno&nced a !"D!" ?oint to
design, deve*op, man&fact&re and se** a f&** ne range of persona* vehic*es.
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Indian Automobile Industry
7ndia is an emerging co&ntry ith h&ge potentia*. he domestic economy is no
groing at aro&nd 8-9% per ann&m and 7ndia;s importance in g*o+a* terms is
+eing reinforced +y rapid*y rising e6ports and domestic cons&mption. %t a time
hen n&m+ers of a s*odon and overheating in the 7ndian economy have
started gaining moment&m, the 7ndian r&pee sprang a s&rprise +y p&shing the
>' fig&re past the tri**iondo**ar (42,"",""" crore$ mark.
he a&tomotive ind&stry is at the centre of 7ndia;s ne g*o+a* dynamic. he
domestic market e6panding rapid*y as incomes rise and cons&mer credit +ecomes
more ide*y avai*a+*e. Man&fact&rer;s prod&ct *ines are +eing contin&a**y
e6panded, as is the *oca* a&tomotive man&fact&ring +ase. E6pectation are high
that 7ndia can deve*op as a g*o+a* h&+ for vehic*e man&fact&rers and as an
o&tso&rcing centre that offers the g*o+a* a&tomotive ind&stry so*&tion high &p the
a&tomotive va*&e chain.
7ndia eyes 2! mi**ion a&tomotive ?o+s.
7ndias >' is set to do&+*e over the ne6t decade
7n percentage terms, the a&tomotive ind&strys contri+&tion sho&*d
a*so do&+*e.
7n do**ar terms, the sectors contri+&tion is set to :&adr&p*e to some
F14!+n
-ith the or*d;s second *argest and fastestgroing pop&*ation, there is no
denying 7ndia;s potentia* in +oth economic and pop&*ation terms and the effect it
i** have on the a&to ind&stry in the years to come. he co&ntry is a*ready off to
a good start, ith a e**deve*oped components ind&stry and a prod&ction *eve*
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of 1 mi**ion fo&rhee*ed vehic*es a year, p*&s a f&rther ! mi**ion to and three
hee*ers.
he a&tomotive ind&stry in 7ndia gre at a comp&ted ann&a* groth rate (C%>R$
of 11.! percent over the past five years, the Economic )&rvey 2"1112 ta+*ed in
par*iament on 2nd <&*y;1" said. he ind&stry has a strong m&*tip*ier effect on the
economy d&e to its deep forard and +ackard *inkages ith severa* key
segments of the economy, a finance ministry statement said. he a&tomo+i*e
ind&stry, hich as p*ag&ed +y the economic dont&rn amidst a credit crisis,
managed a groth of "./ percent in 2"1112 ith passenger car sa*es registering
1.1 percent groth hi*e the commercia* vehic*es segment s*&mped 21./
percent.
7ndian %&tomo+i*e ind&stry can +e divided into three segments i.e. to hee*er,
three hee*er 3fo&r hee*er segment. he domestic tohee*er market is
dominated +y 7ndian as e** as foreign p*ayers s&ch as Bero Bonda, =a?a? %&to,
Bonda Motors, 0) Motors, and )&G&ki etc. Mar&ti dyog and ata Motors are
the *eading passenger car man&fact&rers in the co&ntry. %nd 7ndia is considered
as strategic market +y )&G&ki, Hamaha, etc. Commercia* 0ehic*e market is
catered +y p*ayers *ike E7CBER Motors, %shok Ley*and, 0o*vo, orce Motors,
ata Motors etc.
Key Fats!
I 7ndia ranks 12th in the *ist of the or*ds top 1! a&tomakers
I Contri+&tes ! to the >'
I 'rod&ction of fo&r hee*ers in 7ndia has increased from 9. *akh &nits in 2""
"4 to 88 *akh &nits in 2""1112
I argeted to +e of F 14! =i**ion +y 2"1#
!
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I E6ports increased from 88,""" &nits in 2""2" to !,8",""" &nits in 2"1112
"ar#et s$are
Market share of Light commercial vehicles in India.
Market share of Medium and Heavy Commercial Vehicles in India.
#
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Eicher Motors Limited
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ICHR CO""RCIA& 'HIC&(
he Commercia* vehic*e division as esta+*ished in 198# in co**a+oration ith
Mits&+ishi Motors <apan and is one of the *eading man&fact&rers of commercia*
vehic*es in 7ndia having capacity of man&fact&ring 8,""" Commercia* vehic*es.
he 'rod&ct range inc*&des ! ton, / ton, 9 ton, 11 ton, 1# ton 3 2! ton >0-
categories tr&cks, tipper, trai*ersJ =&s range inc*&des City +&ses, )choo* +&s,
*&6&ry coach, 7ntercity C-C, Aova 2""J Readyose app*ication vehic*es
%ro&nd 8! R +&i*t vehic*es to s&it a diverse range of app*ications.
he man&fact&ring p*ant e:&ipped ith stateofart faci*ities ith stringent
:&a*ity contro* norms practices *ike @aiGen, <&stintime, KM and KC etc.and )tate of the art R3 set &p he*ping the commercia* vehic*es &nit to serve
their c&stomers +etter.
iagram shoing diversifications in vario&s fie*ds +y Eicher Motors
Limited ith their percentage and capita* distri+&tion.
ICHR)( C' *U(IN((
Eicher is the third *argest p*ayer in the 7ndian Commercia* 0ehic*es marketD
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7t *eads in the LC0 segment ith 2/ market share in domestic !12 cargo
segment in H "/.
7t is gaining moment&m in the BC0 segment ith s&ccessf&* *a&nch of 1#,
2!, ipper and 'assenger segments and 1.8 domestic cargo market share in
H "/ imp*ying a groth of 2.9 in sa*es vo*&me over H "#.
Eicher;s C0 +&siness is e** positioned to tap the inc&m+ent groth in the C0
ind&stry oing to itsD
Esta+*ished track record and strongho*d in LC0 segment
)trong +rand e:&ity, an esta+*ished Marketing and istri+&tion Aetork and
cost competitive R3 and man&fact&ring +ase providing a ready p*atform for foray in BC0 segment.
Eicher the third *argest p*ayer in the ind&stry is e** set to *everage its
dominant presence in LC0 segment to gain significant market share in the fast
groing BC0
(e+ment
-ith the introd&ction of ne prod&cts and &pgrading of e6isting prod&cts across
the range, Eicher poised for higher vo*&mes.
ICHR C' *U(IN(( , AN OUT&OOK
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Industry on Fast Tra#
I C0 ind&stry (! 3 a+ove$ has gron +y 2!.4 ith !!,/#1 vehic*e s so*d in
H "/ over *ast year.
I 7mproving road infrastr&ct&re creating market opport&nities for high
performance prod&cts.
(tron+ osition in &C' (e+ment
I )trong position in LC0 segment ith market share of 2/ in ! 12 domestic
cargo segment.
I %+sence from )&+ ! category *eaves significant room for f&rther e6panding
the prod&ct portfo*io.I Esta+*ished track record and =rand E:&ity, recogniGed for s&perior prod&ct
:&a*ityspecifications.
Ready lat.orm .or (uess.ul HC' Foray
I )&ccessf&**y *a&nched 1#, 2!, ipper and 'assenger segments ith an
indigeno&s*y designed prod&ct range.
I 0ario&s s&ccess stories in segments and geographies, that o&*d +e rep*icated
pan7ndia ith e6panding sa*es 3 marketing infrastr&ct&re and foc&sed
marketing p&sh.
I Ae prod&cts on the verge of +eing *a&nched, providing significant opport&nity
to capt&re ider spectr&m of the market and e6panding c&stomer segments.
I 7nc&m+ent =rand E:&ity to faci*itate s&ccessf&* foray into *&crative BC0
market.
(ales and "ar#etin+ In.rastruture
I )trong dea*er netork in -est, Centra* and )o&th 7ndia
1"
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I )trengthening the dea*ership netork, primari*y to increase geographica*
coverage
I )a*es 3 Marketing set&p as historica**y more foc&sed on LC0. )ignificant
progress made to gear &p the same to cater to BC0 segment.
&o/ Cost "anu.aturin+ and rodut De0elo1ment
I Esta+*ished R3 infrastr&ct&re and proven ski** set.
I 'roven capa+i*ity to deve*op ne prod&cts in short timeframe and at minima*
deve*opment cost, giving cr&cia* time to market and cost advantage.
I Constant*y evo*ving s&pp*y chain management ith ro+&st s&pp*ier +ase.I 5ptimiGed man&fact&ring set&p ith a good mi6 of Make and =&yN.
"ana+ement and n+ineerin+ (#ill (et
I K&a*ified and motivated management ith esta+*ished track record of change
management, +&siness integration and ne prod&ct deve*opment.
I )trong engineering and prod&ct deve*opment ski**s.
rodut Ran+e o. i$er "otors &td2
&ADIN3 TH 4A5 TO ro.itability
Leveraging 2! years of *oca* presence and internationa* 'artnerships to drive
ModerniGation in the 7ndian transportation ind&stry.
r&cks =&ses )pecia* %pp*ications Aon%&tomotive
Engines
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he Eicher range of =&ses 3 Chassis is a contemporary offering of s&perior
vehic*e performance ith safety feat&res, s&perior comfort and redefined sty*ing.
he range comprises ofD
*uses
Eicher 5ffers a ide range of options in the =&ses. here are to range of =&i*t
&p +&ses )ky*ine 3 )tar*ine ith a seating capacity starting from 1# seater ti**
#! seater. %s per the re:&irement of the c&stomers, Eicher a*so offers a ide
range of chassis starting from a 12 seater capacity ti** the #! seater Capacity.
Eicher +&ses are tr&sted +y the c&stomers for the +est in c*ass f&e* efficiency.
)choo* =&ses
Eicher introd&ced )@HL7AE he irst )afe )choo* =&sN in 7ndia, deve*oped
in association ith 7RE (7nstit&te of Road raffic Ed&cation$ in the year 199#,
there+y pioneering the concept of )choo* =&s. he schoo* +&s specific feat&res
have no +ecome a norm in the ind&stry. %part from +eing safest the pop&*ar
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)ky*ine schoo* +&s is no avai*a+*e in enhanced feat&res, s&perior aesthetics 3
increased passenger comfort.
O
(ta.. *uses
Eicher )ky*ine has made staff comm&tation as comforta+*e as it can +e. %esthetic
s&periority, high passenger comfort 3 Economica* performance has made this
+&s c*ass apart. he faith of c&stomers 3 ind&stry is ref*ected ith the fact that
)ky*ine E6ec&tive as aarded ith C0%po**o %ard 2"1" for LC0P =&s of
the year.
1
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City *uses
he *atest offering from Eicher the Rear Engine )emi Lo *oor (RE)L$ +&s
has +een deve*oped in *ine ith the g&ide*ines *aid don +y the Ministry of
r+an eve*opment as app*ica+*e to Mass r+an ransportation needs. his
offering has +een received ith *ot of optimism 3 e6citement +y vario&s )tate
ransport ndertakings, City %dministrations and M&nicipa* =odies across 7ndia.
Eicher a*so offers a ide range of prod&cts in the Mini, Midi and Beavy +&ses for
City =&s ep*oyment. he prod&cts have +een designed to s&it the fre:&ent start
stop d&ty cyc*e of intra city operations.
•
Route ermit *uses
Eicher 5ffers a ide range of chassis for Ro&te permit ()tage Carriage$
dep*oyments. Eicher prod&cts are e** s&ited for the &ni:&e re:&irement of the
ro&te permit app*ication, hich necessitates a fre:&ent startstop operation,
over*oad and r&gged &sage.
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Tru#s
Eicher man&fact&res a range of Ba&*age (! 1$, ipper (8 to 2!$,
%rtic&*ated ractor (4" $ and )pecia* %pp*ications tr&cks.
Eicher r&cks are +&i*t to de*iver *o Qota* Costof5nership;. he Eicher
ha&*age tr&cks; range inc*&des the E2 '*&s series of !1 Light 3 Medi&m
&ty r&cks (LM$ tagged as Mi*eage @a=adshahN and 0E )eries of &e*
efficient Beavy &ty r&cks (B$ of 1#1. esigned for s&perior
performance ith +etter f&e* economy, higher rated pay*oad and faster
t&rnaro&nd these tr&cks have *o operating cost and, high re*ia+i*ity *eading to
higher profits.
Ti11er
Eicher erra series of 1# 3 2! offer enhanced va*&e to c&stomers in areas
hich are critica* to a tipper operating economics. he )' of Eicher ippers is
their +etter &ptime and p&**ing poer, stronger aggregates, and the a+i*ity to r&n
1!
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more n&m+er of trips. erra tippers offer enhanced +enefits hich accr&es from
the res&*ts of e6tensive research done +y the company in the market
&nderstanding of the &sage pattern and vario&s d&ty cyc*e of its operation. he
range makes a significant and positive effect on the operators; prod&ctivity and
profita+i*ity +y offering +etter f&e* economy.
•
%rtic&*ated ractor
Eicher 4".4" (%rtic&*ated ractor$ from the 0E series is +&i*t to e*iver MoreNitted ith C&mmins Engine of 12.! @, Ma6 or:&e of #!" Am and the E8"
gear +o6, the optimiGed poer and tor:&e +enefits come a*ong ith the Bigh &e*
Efficiency, stronger aggregates hich offer high re*ia+i*ity and d&ra+i*ity. he
soft s&spended Ca+in offers higher driving comfort hich means faster
t&rnaro&nd and more trips *eading to higher reven&es. .
(1eial A11liations
Eicher prod&ces an efficient range of )pecia* %pp*ication tr&cks hich have +een
envisioned and deve*oped to s&it the specific re:&irements ofD
1#
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)pecia* %pp*ications
Eicher prod&ces an efficient range of )pecia* %pp*ication 0ehic*es hich are &sed
as for vario&s app*ications as roop Carriers, >ar+age ippers, -ater Containers,
Mi*d )tee* Container 3 %m+&*ances.
Eicher %m+&*ance is a state of art van ith a** faci*ities pertaining for an
emergency medica* vehic*e. 0ehic*e is e:&ipped ith on +oard e:&ipments not
?&st for safe and sift transfer of patients +&t a*so for providing emergency
medica* aid.
Mi*d )tee* Container
Ready to &se from day 1, Eicher M) container options are &ni:&e ith respect to
fine engineering design and f*e6i+i*ity re:&irements. Engineered design, ine
orkmenship and r&gged +&t *ight in eight are fe feat&res of Eicher
containers offered ith 18 months of arranty on container.
1/
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roop Carrier
7ts a+o&t etermination and Con:&ering the spirit, Eicher vehic*es de*iver on
these.
-ater anker
Lo operating cost, efficient and d&ra+*e ater tankers. &**y +&i*t -ater ankers
options avai*a+*e in .! @L, !@L, #@L 3 9@L
18
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2"
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s
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About Volvo Eicher collaboration
Company rofile! "VE C#MME$CIAL VEHICLE% manufactures a range of commercial vehicles &ith
'V( of ) to ** tons. It has been outperforming the industry for the past si+ years. ,he
sales gro&th in its LCV segment has been higher than that of the industry. In technical
and financial collaboration &ith Mitsubishi Motors Corporation of -apan EML started
manufacturing the CA/,E$ range of vehicles in *012 at its plant at ithampur in
Central India. ,he plant is a 3state"of"the"art3 facility &ith an integrated capacity of
around 45555 vehicles per annum.
6asic InformationCompany /ame! VE Commercial Vehicles Ltd. 7A Volvo 'roup and Eicher
Motors 8oint venture96usiness ,ype! Manufacturer Eicher %ells! 'ears 'earbo+ ,ransmission Agriculture 'earbo+
lanetary 'earbo+ A+le ,# 'earbo+ (orm 'earbo+Eicher 6uys! forgings 'ear Cutters
Address! %.V.$oad/umber of Employees! Above *555 eople:ear Established! *0;*Main Markets! *. %outh America 4. Eastern Asia. <. %outheast Asia . =. Africa.. ). /orth America,otal Annual %ales Above >%?*55 Million@actory InformationManagement Certification! I%# 055*!4551 I%#,% *20=0Contract Manufacturing! #EM %ervice #ffered Besign %ervice #ffered 6uyer
2
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OR3ANI6ATIONA& (TRUCTUR
24
'allup &orld&ide Head
Head Asian #perations
Managing Birector
India
'M7$esearch9
'M 7Besign operations9
'M7Marketing9
6usinessmanager7$esearch9
6usinessmanager7$esearch9
6usinessmanager7#peration9
6usinessmanager7Marketing9
E+ecutive E+ecutive
E+ecutive E+ecutive
E+ecutive E+ecutive
E+ecutive E+ecutive
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*RANCH OFFIC
2!
6ranch Birector
rogramBirector
Assistant rogram Birector
%enior$egional
#fficer
$egional E+ecutive
$egional @ield Controller
@ieldController
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De0elo1in+ *rand (trate+ies
he CE metric is a*so a s&perior too* for deve*oping +rand strategies and
tactics that attract the most profita+*e c&stomers. sed as the +asis for
+rand management, segmentation, and positioning, CE s&pports +rand
managers in deve*oping strategies that i** appea* to the most profita+*e
c&stomer segments.
Effective cons&mer messages m&stD
• Di..erentiate convey a +rand promise that c*ear*y sets the
companys prod&cts or services apart from its competitors. his
promise m&st inc*&de an emotiona* component that c&stomers&nderstand.
• 7ite and Ati0ate convey a compe**ing message that i**
overcome cons&mer inertia, perceived risk, and Psitching costP
+arriers.
• Connet esta+*ish or reinforce an emotiona* connection ith
target c&stomers. his serves as the fo&ndation for an end&ring
c&stomer re*ationship.
Companies s&ccessf&**y ac:&ire and retain c&stomers hen they
comm&nicate compe**ing and differentiating +rand promises
promises that the company can de*iver at a** c&stomer to&chpoints.
Companies m&st a*ign their activities and performance to t&rn
transactions into end&ring relationships. Companies that
consistent*y reinforce a +rand promise ith performance or a
c&stomers e6pectations ith great e6periences i** deve*op
end&ring and profita+*e c&stomer re*ationships.
2#
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"a7imiin+ Or+aniational er.ormane
>a**&p CE programs are a poerf&* first step for organiGations
seeking +etter financia* performance +y improving c&stomers
emotiona* engagement. 5rganiGations can achieve even greater
res&*ts hen they address a** points on he >a**&p 'ath. >a**&p has
deve*oped integrated, comprehensive performance management
so*&tions that s&pport organiGations in achieving cr&cia* +&siness
goa*s a*ong he 'ath. %*ong ith CE11 programs, >a**&p offers too*s
toD
•
evise and imp*ement an effective organiGationa* performance strategy
• 'rovide e6ec&tive performance coaching for senior *eaders
• Meas&re and improve emp*oyee engagement
• Recr&it and hire or*dc*ass performers
• each a** emp*oyees to identify, dep*oy, and deve*op their
strengths
• Create an o+?ective and easyto&se performance appraisa* and
revie system
• eve*op an effective s&ccession p*anning system
• esign a performance+ased compensation system for a** ro*es
• 7ncrease sa*es force effectiveness
2/
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(A&( RO"OTION
(ales 1romotion is one of the five aspects of the promotiona* mi6. (he other 4
parts of the promotiona* mi6 are ad0ertisin+ 1ersonal sellin+ diretmar#etin+ and 1ubliity: 1ubli relations2; Media and nonmedia
marketing comm&nication are emp*oyed for a predetermined, *imited time to
increase cons&mer demand, stim&*ate market demand or improve prod&ct
avai*a+i*ity. E6amp*es inc*&de contests, co&pons, free+ies, *oss *eaders, point of
p&rchase disp*ays, premi&ms, priGes, prod&ct samp*es, and re+ates
)a*es promotions can +e directed at either the c&stomer , sa*es staff,
or distri+&tion channe* mem+ers (s&ch as retai*ers$. )a*es promotions targeted at
the cons&mer are ca**ed onsumer sales 1romotions. )a*es promotions targeted
at retai*ers and ho*esa*e are ca**ed trade sales 1romotions. )ome sa*e
promotions, partic&*ar*y ones ith &n&s&a* methods, are considered gimmicks +y
many.
)a*es promotion inc*&des severa* comm&nications activities that attempt to
provide added va*&e or incentives to cons&mers, ho*esa*ers, retai*ers, or other
organiGationa* c&stomers to stim&*ate immediate sa*es. hese efforts can attempt
to stim&*ate prod&ct interest, tria*, or p&rchase. E6amp*es of devices &sed in sa*es
promotion inc*&de co&pons, samp*es, premi&ms, pointofp&rchase ('5'$
disp*ays, contests, re+ates, and seepstakes.
)a*es promotion is needed to attract ne c&stomers, to ho*d present c&stomers, to
co&nteract competition, and to take advantage of opport&nities that are revea*ed
+y market research. 7t is made &p of activities, +oth o&tside and inside activities,
to enhance company sa*es. 5&tside sa*es promotion activities inc*&de advertising,
p&+*icity, p&+*ic re*ations activities, and specia* sa*es events. 7nside sa*es
promotion activities inc*&des indo disp*ays, prod&ct and promotiona* materia*
disp*ay and promotiona* programs s&ch as premi&m aards and contests.
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)a*e promotions often come in the form of disco&nts. isco&nts impact the ay
cons&mers think and +ehave hen shopping. he type of savings and its *ocation
can affect the ay cons&mers vie a prod&ct and affect their p&rchase
decision. he to most common disco&nts are price disco&nts (on sa*e itemsN$and +on&s packs (+&*k itemsN$. 'rice disco&nts are the red&ction of an origina*
sa*e +y a certain percentage hi*e +on&s packs are dea*s in hich the cons&mer
receives more for the origina* price. Many companies present different forms of
disco&nts in advertisements, hoping to convince cons&mers to +&y their prod&cts.
oint-o.-sale dis1lays!-
• %is*e interr&pterD % sign that ?&ts into the ais*e from the she*f.
• ang*erD % sign that says hen a cons&mer a*ks +y it.
• &mp +inD % +in f&** of prod&cts d&mped inside.
• =idding porta*sD >etting prospects
• >*orifierD % sma** stage that e*evates a prod&ct a+ove other prod&cts.
• -o++*erD % sign that ?igg*es.
•
Lipstick =oardD % +oard on hich messages are ritten in crayon.• AeckerD % co&pon p*aced on the neck of a +ott*e.
• HE) &nitD Pyo&r e6tra sa*espersonP is a p&**o&t fact sheet.
• E*ectro*&minescentD )o*arpoered, animated *ight in motion.
• @ids eat free specia*sD 5ffers a disco&nt on the tota* dining +i** +y offering
1 free kids mea* ith each reg&*ar mea* p&rchased.
• )amp*ingD Cons&mers get one samp*e for free, after their tria* and then
co&*d decide hether to +&y or not.
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Online deals 0s2 In-store deals
here are different types of disco&nts avai*a+*e on*ine vers&s in the stores. 5n
she*f co&poningD Co&pons are present at the she*f here the prod&ct is avai*a+*e.
S 5n*ine co&poningD Co&pons are avai*a+*e on*ine. Cons&mers print them o&t
and take them to the store.%*tho&gh disco&nts can +e fo&nd on*ine and in stores,
there is a different tho&ght process hen shopping in each *ocation. or e6amp*e,
on*ine shoppers are more pricesensitive +eca&se of the readi*y avai*a+*e *o
search cost and direct price comparisonsN. Cons&mers can easi*y go to other
e+sites and find +etter dea*s as opposed to physica**y going to vario&s stores. 7n
addition, +&yers tend to refrain from p&rchasing +on&s packs on*ine +eca&se of
the skepticism (of fra&d and scams$ that may come ith the dea*. )ince T+on&s
packs are more diffic&*t than price disco&nts to process on*ine, they are more
diffic&*t and effortf&* for the cons&mer to &nderstandN. or e6amp*e, a +&yone
getonefree dea* on a e+site re:&ires more ork than the same +on&s pack
offered in a store. 5n*ine, cons&mers have to dea* ith payment processing,
shipping and hand*ing fees, and days aiting for the prod&cts; arriva*, hi*e in a
store, the prod&cts are avai*a+*e itho&t those additiona* steps and de*ays.
"
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Trade sales 1romotion te$ni<ues
• rade a**oancesD short term incentive offered to ind&ce a retai*er to stock
&p on a prod&ct.
• ea*er *oaderD %n incentive given to ind&ce a retai*er to p&rchase and
disp*ay a prod&ct.
• rade contestD % contest to reard retai*ers that se** the most prod&ct.
• 'ointofp&rchase disp*aysD sed to create the &rge of Pimp&*seP +&ying
and se**ing yo&r prod&ct on the spot.
• raining programsD dea*er emp*oyees are trained in se**ing the prod&ct.
• '&sh moneyD a*so knon as PspiffsP. %n e6tra commission paid to retai*
emp*oyees to p&sh prod&cts.
rade disco&nts (a*so ca**ed f&nctiona* disco&nts$D hese are payments to
distri+&tion channe* mem+ers for performing some f&nction .
Retail "e$anis
Retai*ers have a stock n&m+er of retai* mechanics that they reg&*ar*y ro** o&t or
rotate for ne marketing initiatives.
• =&y 6 get y free a.k.a. =5>5 for =&y 5ne >et 5ne ree
• hree for to
• =&y a :&antity for a *oer price
• >et 6 of disco&nt on eekdays.
• ree gift ith p&rchase
Consumer T$ou+$t roess
"eanin+.ul (a0in+s! 3ain or &oss
1
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Many disco&nts are designed to give cons&mers the perception of saving money
hen +&ying prod&cts, +&t not a** disco&nted prices are vieed as favora+*e to
+&yers. herefore, +efore making a p&rchase, cons&mers may eigh their options
as either a gain or a *oss to avoid the risk of *osing money on a p&rchase. %gainN vie on a p&rchase res&*ts in chance taking. or e6amp*e, if there is a
+&yonegetoneha*foff disco&nt that seems profita+*e, a shopper i** +&y the
prod&ct. 5n the other hand, a *ossN viepoint res&*ts in cons&mer aversion to
taking any chances. or instance, cons&mers i** pass on a +&ythreegetone
ha*foff disco&nt if they +e*ieve they are not +enefitting from the dea*.
)pecifica**y, cons&mers i** consider their options +eca&se Tthe sensation of
*oss is 2.! times greater than the sensation of gain for the same va*&eN.
Im1ulse *uyin+
7mp&*se +&ying res&*ts from cons&mers; fai*&re to eigh their options +efore
+&ying a prod&ct. 7mp&*se +&ying is any p&rchase that a shopper makes that has
not +een p*annedT Uand isV s&dden and immediateN. or e6amp*e, if a cons&mer
has no intention of +&ying a prod&ct +efore entering a store, +&t p&rchases an
item itho&t any foretho&ght, that is imp&*se +&ying. 'rod&ct man&fact&res antto promote and enco&rage this instant p&rchase imp&*se in cons&mers. =&yers can
+e very :&ick to make p&rchases itho&t thinking a+o&t the conse:&ences hen a
prod&ct is perceived to +e a good dea*. herefore, sa*es companies increasing*y
imp*ement promotiona* campaigns that i** +e effective in triggering cons&mer
imp&*se +&ying +ehaviorN to increase sa*es and profit.
olitial issues
)a*es promotions have traditiona**y +een heavi*y reg&*ated in many advanced
ind&stria* nations, ith the nota+*e e6ception of the nited )tates. or e6amp*e,
the nited @ingdom former*y operated &nder a resa*e price maintenance regime
2
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in hich man&fact&rers co&*d *ega**y dictate the minim&m resa*e price for
virt&a**y a** goodsJ this practice as a+o*ished in 19#4.
Most E&ropean co&ntries a*so have contro*s on the sched&*ing and permissi+*e
types of sa*es promotions, as they are regarded in those co&ntries as +ordering
&pon &nfair +&siness practices. >ermany is notorio&s for having the most strict
reg&*ations. amo&s e6amp*es inc*&de the car ash that as +arred from giving
free car ashes to reg&*ar c&stomers and a +aker ho co&*d not give a free c*oth
+ag to c&stomers ho +o&ght more than 1" ro**s.
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R(ARCH O*=CTI'(
4
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R(ARCH O*=CTI'
o identify the area of sa*es promotion of Eicher Motor Ltd.
he main o+?ective of cond&cting research is to identify the marketing
strength and eakness of Eicher Motors.
%nother o+?ective is to ?&dge profita+i*ity and marketing so&ndness of the
Eicher Motors.
o ana*yGe the so&ndness of the company ith the he*p of marketing
management too*s.
o st&dy the trends and reasons for deviation.
Market mapping of Eicher motors
o &nderstand the C&stomer satisfaction *eve*
Market %na*ysis of Eicher Motor Ltd.
C&stomer eed+ack
!
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R(ARCH "THODO&O35
#
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R(ARCH "THODO&O35
DATA CO&&CTION IN(TRU"NTD
5&r data co**ection method is interrogativecomm&nication
st&dy in form of 'ersona* 7nterviesN thro&gh :&estionnaire
s&rvey.
(A"&IN3 "THOD!
)&rvey )amp*ing
Random samp*ing
)ystematic samp*ing
)tratified samp*ing
Convenience samp*ing
<&dgment samp*ing
(A"& D(CRITION!
'rimary ata is co**ected from K&estionnaire s&rvey.
)econdary data is co**ected from internet and ?o&rna*s.
DATA ANA&5(I( "THOD!
/
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0aria+*es are deve*oped to capt&re respodent fee*ings and
emotions ith respect to their attit&de toards E7CBER M55R)
prod&cts and services.
(CA&IN3 TCHNI>UD
)ca*e of 1 to ! rating is &sed in hich
1. E6treme*y dissatisfied.
2. issatisfied
. Aeither satisfy nor dissatisfy
4. )atisfy
!. E6treme*y satisfy
FINDIN3( AND ANA&5(I(D
"a?ority o. t$e ustomers /ere <uite satis.ied /it$ t$e!
• Eicher Light Commercia* 0ehic*es,
• 'rices of LC0s,
• )horoom e6perience ith dea*ers,
• )ervicing of LC0s,et
Furt$er t$e study $i+$li+$ts t$e .ollo/in+ dra/ba#s!
• C&stomers ere :&ite &pset ith the BC0 M55R).
• )ervicing of BC0s is +e*o par,
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• )pare parts are not avai*a+*e easi*y and c&stomers ere
compe**ed to
•
ait.
• Mechanics hand*ing BC0s *acked ski**s and e6pertise.
• -orkshop are not in center of city, they are in far off areas.
• 'rices of spare parts are very high as compare to competitors
*ike ata and %shok Ley*and,
• he prod&ct *ife of the vehic*e is very *ess,
• he strength of the ca+in +ody is misera+*e,it;s ?&st *ike a
f*ying coffin,
• )afety orthiness of Eicher vehic*es are very *o, and
• 5ther va*&e added services of the company are mere*y
avai*a+*e at fe se*ected p*aces.
• Cons&mer are *ess aare of e6tra faci*ities provided +y
company.
9
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CU(TO"R( (ATI(FACTION! -
)atisfaction is the *eve* of persons fe*t state res&*ting form comparingfrom comparing a prod&ct perceived performance in re*ation to persons
e6pectationsN.
h&s satisfaction *eve* is a f&nction of the difference +eteen perceived
performance and e6pectations. % c&stomer co&*d e6perience one of their
=road *eve*s of satisfaction.
a. 7t performance fa**s short of e6pectations the c&stomers to
dissatisfied.
+. 7t performance matches the e6pectations the c&stomers is
satisfied.
c. 7f performance e6ceeds the e6pectations the c&stomer is
Bigh*y )atisfied.
or c&stomer centered companies c&stomers satisfaction is +oth a goa* and
a marketing too*.
o**oing are the methods of tracing and meas&ring c&stomer;s
satisfaction.
a. Comp*ain 3 s&ggestion system.
+. C&stomer;s satisfaction s&rveys.
c. Lost c&stomer ana*ysis.
4"
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he :&estioner as given +y >a**&p organiGation itse*f and e have to fi** &p it +y
the Be*p of ea*ers 3 C&stomers. ea*ers data+ase is provided +y >a**&p itse*f 3
e have to do the h&nting of the c&stomers in any of the p*aces.
DATA ANA&5(I( @
INTRRTATION
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).1 'eop*e +&y ater coo*ed mode*s +eca&se they are ignorant a+o&t merits of air coo*edmode*s.
No2 o. Res1ondents B
a+*e Ao. 1
(tron+ly a+ree B; E
"oderately a+ree G;
Neit$er a+ree nor disa+ree ;
"oderately disa+ree J;
(tron+ly disa+ree E; E8
Fi+2 E
"ean li#ert ratin+ J28
42
Moderately
disagree 749
*4D
%trongly
disagree 7*9
<2D
%trongly
agree 7)9
42D
/eitheragree nor
disagree 7<9
*4D
Moderately
agree 7=9*=D
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7nferenceD
&i#ert ratin+ o. J2 and o1tion /ise brea# u1 o. t$e Res1onse bot$ s$o/s
+eneral disa+reement to t$e 1ro1osed statement2
%ccording to dea*ers perception a+o&t the c&stomer +&ying ater coo*ed sets, amidst
avai*a+i*ity of good aircoo*ed sets, ignorance, is not the reason +ehind it rather, it as
*earnt there are many +arriers +ehind it. he most prominent areD 'sycho*ogica* =arrier
and 'erceived techno*ogica* deficiency. 'eop*e fee* aircoo*ed sets create pro+*ems in the
*ong r&n, *ike oi* spi**age, overheating, diminishing performance etc. &rther ater
coo*ed sets do have some inherent pro+*ems ith it +&t peop*e are acc&stomed to it and
consider it as safe +et against aircoo*ed ones.
=&t it as a*so fo&nd o&t that aircoo*ed sets are fair*y pop&*ar among ind&stries and
corporate for they re:&ire *itt*e care from the operators.
4
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).2. 'eop*e ask for most advertisedp&+*iciGed visi+*e mode*s.
No2 o. Res1ondents B
a+*e Ao. 2
(tron+ly a+ree B; J8
"oderately a+ree G; E
Neit$er a+ree nor disa+ree ; G
"oderately disa+ree J; E
(tron+ly disa+ree E;
Fi+2 J
"ean li#ert ratin+ G2J
44
/eitheragree nor
disagree 7<9
1D
%trongly
disagree 7*9
*=D
Moderately
disagree 749
4D
Moderately
agree 7=9
45D
%trongly
agree 7)9
)2D
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In.erene!
Likert rating of 4.2 and on*y 1# of moderate and strong disagreement against the
statement s&ggests overhe*ming acceptance of the proposed statement.
Boever d&ring the s&rvey it as *earnt that visi+i*ity creates the most poerf&* impact in
the engine market, rather than advertising and p&+*icity. 'eop*e have herd menta*ity and
prefer to +&y +rand and mode* visi+*e in the vicinity. R&ra* fo*ks have conservative
mindset and they ant a Qsec&re; +&y rather than vent&ring ith an &nknon +rand in the
market.
4!
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).. 'eop*e +&y +eca&se of price rather than anything e*se.
No2 o. Res1ondents B
a+*e Ao.
(tron+ly a+ree B;
"oderately a+ree G; E
Neit$er a+ree nor disa+ree ; B
"oderately disa+ree J; G
(tron+ly disa+ree E; JB
Fi+2
"ean li#ert ratin+ J2
7nferenceD
&i#ert ratin+ o. J2 and only J% 1eo1le a+reein+ to t$e statement s$o/s ma?ority o.
1eo1le don)t buy beause o. 1rie2 Ho/e0er t$ere is a ni$e o. 1eo1le in e0ery re+ion
/$o buy 1urely .or 1rie2 T$ere are around -% ustomers in a re+ion buyin+ 1urely
.or 1rie /$ile JB-J% 1eo1le #ee1 1rie $i+$ on t$e 1riority o. .ators in.luenin+
t$eir buyin+ deision2
4#
Moderately
disagree 749
1D
/either
agree nor
disagree 7<9
*5D
Moderately
agree 7=9
42D
%trongly
agree 7)9
2D
%trongly
disagree 7*9
)5D
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).4. C&stomers come ith predetermined mode* and +rand to +&y.
No2 o. Res1ondents B
a+*e Ao. 4
(tron+ly a+ree B; J
"oderately a+ree G; EE
Neit$er a+ree nor disa+ree ; B
"oderately disa+ree J;
(tron+ly disa+ree E; B
Fi+2 G
"ean li#ert ratin+ G
7nferenceD
&i#ert ratin+ o. G and G% o. 1eo1le moderately and stron+ly a+reein+ to it s$o/s
t$at 1eo1le ome /it$ 1redetermined brands and models to buy2
4/
Moderatelyagree 7=9
44D
/either
agree nor
disagree 7<9
*5D
Moderatelydisagree 749
2D
%tronglydisagree 7*9
*5D
%trongly
agree 7)9
)4D
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).#. yo& get s&fficient margin in sa*e.
No2 o. Res1ondents B
a+*e Ao. #
(tron+ly a+ree B; 9
"oderately a+ree G; 8
Neit$er a+ree nor disa+ree ; B
"oderately disa+ree J; E
(tron+ly disa+ree E; E8
Fi+2
"ean li#ert ratin+ J2
7nference
Likert rating of 2.# ith !# of peop*e c*ear*y not agreeing to the statement, shosidespread resentment amongst dea*ers, regarding the margin they get in sa*es. 7t as a*sorevea*ed d&ring the s&rvey that @ir*oskar dea*ers get 4! margin, ie*d Marsha* dea*ersget 4 margin, op*and dea*ers get 89 margin, Eicher dea*ers get #/ margin,
@isan 3 president dea*ers get ! margin. >enera* e6pectation of dea*ers is that theysho&*d get 1"12 margin in sa*e, so that they co&*d +ear the cost of fie*d activities andservicing.
)./. yo& get ade:&ate incentives and non monetary +enefits, *ike 49rave*ingopport&nities, to promote the +rand yo& are dea*ing in.
No2 o. Res1ondents B
a+*e Ao. /
(tron+ly a+ree B;
"oderately a+ree G; EG
Neit$er a+ree nor disa+ree ; E
"oderately disa+ree J;
(tron+ly disa+ree E; JB
49
Moderately
disagree 749
45D
%trongly
disagree 7*9
<2D
%trongly
agree 7)9
*1D
Moderately
agree 7=9
*2D
/either
agree nor
disagree 7<9
*5D
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Fi+2
"ean li#ert ratin+ J2G8
7nferenceD
Likert rating of 2.48 ith !" dea*ers strong*y disagreeing and !# moderate*y 3strong*y disagreeing, hi*e 42 strong*y and moderate*y agreeing to the statements,denotes, different e6pectation of dea*ers from concerned +rand oners. -hereas @ir*oskardea*ers get target incentive, op*and dea*ers get target disco&nt and ie*d Marsha*distri+&tor get gifts *ike, .0., 0.C.'., Refrigerators etc, on target f&*fi**ment.
Many dea*ers get trave**ing opport&nities, once or tice a year. Boever this is not the point of contention and many fe*t they o&*d +e happy if s&ch to&rs are organiGed once into years, so that they too may save their precio&s time.
).8. Ho& are +rand *oya* and i** stick to the +rand yo& are dea*ing in.
No2 o. Res1ondents B
a+*e Ao. 8
(tron+ly a+ree B; JJ
"oderately a+ree G;
Neit$er a+ree nor disa+ree ; 9
"oderately disa+ree J;
!"
%trongly
disagree 7*9
)5D
Moderately
disagree 749
2D
/either
agree nor
disagree 7<9
4D
%trongly
agree 7)9*=D
Moderately
agree 7=9
41D
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(tron+ly disa+ree E; 9
"ean li#ert ratin+ 2B
7nference
Likert rating of .! s&ggest reservations of dea*ers in admitting their +rand *oya*ty.h&s, dea*ers are not s&re if they o&*d stick to the +rand they are dea*ing in. this shosthe e6tent of &ncertainties in this segment of sa*e.
!1
%trongly
disagree 7*9*1D
Moderately
disagree 749
2D
/either
agree nor
disagree 7<9
*1D
Moderately
agree 7=9
*=D
%trongly
agree 7)9==D
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).9. yo& i** change the +rand, for higher margin, ith simi*ar sa*es potentia*.
No2 o. Res1ondents B
a+*e Ao. 9
(tron+ly a+ree B; E
"oderately a+ree G; EB
Neit$er a+ree nor disa+ree ; G
"oderately disa+ree J;
(tron+ly disa+ree E; EE
Fi+2 9
"ean li#ert ratin+ 28
!2
%trongly
disagree 7*9
44D
/either
agree nor
disagree 7<9
1D
Moderately
disagree 749
2D
%trongly
agree 7)9
<=D
Moderately
agree 7=9
<5D
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R%A@ 7A 5RER 5 C5M'E75R) 5 @7RL5)@%R
Table No. 10
R%A@ =R%A '57A)
E Field "ars$al EE
J i$er B
As$o# leyland G
G Cummins
B 'is$al *$arat JG
ra#as$ JJ
To1land E
8 Cro/n EJ
9 Atul EE
9 A?it EE
9 Us$a EE
EJ "erury 9
'erception of e6tent of competition given +y other +rands to @ir*oskar.
!
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Fi+2 E
'erception of e6tent of competition given +y other +rands to ie*d Marsha*
!4
#I/,%
@ield Marshal
<<D
Eicher
*2D
Ashok leyland
*5D
Cummins
0D
Vishal 6harat
;D
rakash
2D
,opland
=D
Cro&n
<D A8it
<D Atul
<D
Mercury
<D
>sha
<D
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a+*e Ao. 11
R%A@ =R%A) '57A)
E Kirlos#ar 8J
J To1land E
(atya?it JJ
G Anil EB
B Indra?it 8
"erury
(onnet
ro+ressi0e
9 *$arat B
'erception of e6tent of competition given +y other +rands to ie*d Marsha*.
Fi+2 EE
'erception of e6tent of competition given +y other +rands to op*and
a+*e Ao. 12
!!
Mercury
<D
%onnet
<D
Indra8it
=D
Anil
;D
,opland
40D
%atya8it
*5D
rogressive
<D 6harat
4D
Eirloskar
<0D
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R%A@ =R%A) '57A)
E Kirlos#ar 8
J Field "ars$al
"erury
ra#as$
'erception of e6tent of competition given +y other +rands to op*and.
Fi+2 EB
'erception of e6tent of competition given +y other +rands to Eicher
!#
Mercury
*)D
@ield Marshal
<5D
rakash
*)Dirloskar
=5D
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a+*e Ao. 1
R%A@ =R%A) '57A)
E Kirlos#ar E
E Field "ars$al E
To1land 8
G Anil G
B (onnet
(atya?it J
'erception of e6tent of competition given +y other +rands to Eicher
Fi+2 E
'erception of e6tent of competition given +y other +rands to
sha
!/
@ield Marshal
4;D
Eirloskar
4;D
%atya8it
)D%onnet
1D
Anil
**D
,opland
44D
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a+*e Ao. 14
R%A@ =R%A) '57A)
E Kirlos#ar JG
J Field "ars$al EJ
*$arat B
G To1land G
B ra#as$
(onnet J
'erception of e6tent of competition given +y other +rands to sha
Fi+2 EG
'erception of e6tent of competition given +y other +rands to %shok Ley*and
!8
@ield Marshal
4=D
6harat
*5D
rakash
2D,opland
1D%onnet
=D
Eirloskar
=1D
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a+*e Ao. 1!
R%A@ =R%A) '57A)
E Kirlos#ar
J Tata J
Cummins E
Fi+2 EB
'erception of e6tent of competition given +y other +rands to C&mmins
!9
,ata
<<D
Cummins*;D
irloskar
)5D
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a+*e Ao. 1#
R%A@ =R%A) OINT(
E Kirlos#ar
J As$o# &eyland J
Tata E
Fi+2 E
'erception of e6tent of competition given +y other +rands to remaining +rands
#"
Ashok
Leyland
<<D
,ata
*;D
irloskar
)5D
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a+*e Ao. 1/
R%A@ =R%A) OINT(
E Kirlos#ar J
J Field "ars$al J
To1land E9
G ra#as$ E
G (atya?it E
G (2A Ti+er E
Har0est 9
ro+ressi0e 9
9 (onnet 8
9 'arun 8
Fi+2 E
Meas&re of =rand poer of each +rand
Assumin+ ea$ dealer rates $is brand as number one in t$e territory t$e brand 1o/er o.
indi0idual brands $as been alulated based on t$e same 1re0ious .ormula2
#1
%atya8it
1Drakash
1D
%.A ,iger
1D
Harvest
;D
rogressive
;D
%onnet
2D
Varun
2DEirloskar
*0D
@ieldMarshal
*2D
,opland
*)D
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a+*e Ao. 18
=rands 'oints gained +y ondea*ers
(%$
'oints given +y other dea*ers
(=$
=rand poer
(%W=$
Kirlos#ar G EB B8
Field "ars$al J9 EB GGG
i$er BG B EEE
Us$a 8 EE 89
To1land J E8 EG
As$o# leyland 9 GB
Cummins 9 G G
Ot$ers JJ E8 GE8
Fi+2 E8
=rand order in Ra?asthan
E2 Kirlos#ar J2Field "ars$al 2To1land G2i$er B2Us$a 2As$o# &eyland 2 Cummins2
#2
=<54;0
)= ;1 <4 0 0 4<4
*)2
*2)
); ** *51 <2 <=
*12
5*55455<55=55)55255;55
i r l o
s k a
@ i e l d M a r s h
E i c h e
r
> s h a , o p l a n
A s h o
k l e y l a
n
C u m
m i n # t h e r
s
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A.ter om1letin+ t$e tar+eted <uestioner I .ound t$at! -
(atis.ation &e0el o. ustomers .or i$er Dealers
0
10
20
30
40
50
60
70
Yes
No
(atis.ation &e0el o. ustomer .or i$er
#
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0
10
20
30
40
50
60
70
0
!0
100
Yes
No
*rand &oyalty
#4
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0
10
20
30
40
50
60
#ei$ht
Oi% Co&s'm(tio&
)od"
*%%
##
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#/
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RCO""NDATION( AND (U33(TION(
#9
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RCO""NDATION(
K&a*ity of BC0 sho&*d improve.
)pare parts sho&*d +e made more easi*y avai*a+*e.
'rod&ct :&a*ity and its *ife sho&*d improve.
Competition *eve* is very high so company sho&*d foc&s on marketing.
)ervices centers sho&*d increase and sho&*d +e in center and approca+*e p*ace.
ry to p&sh sa*es of BC0.
0a*&e added faci*ities *ike Eicher 5n Road (E5)$, night service, f*eet softare,etc. sho&*d +e made avai*a+*e everyhere.
/"
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*I*&IO3RAH5
/1
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*I*&IO3RAH5
*oo#s!
ona*d R. Cooper, 'ame*a ). )chind*er(2""$, =&siness ResearchMethodsN,ata Mc>raBi**.
Roger . =*acke**, 'a&* -. Miniard, <ames . Enge*(2""1$, Cons&mer =ehaviorN, 0ikas '&+*ishing Bo&se.
@ot*er, 'hi*ip 3 Xa*tman, >era*d (<&*y 19/1$. P)ocia* Marketing 3 )a*es
'ropmotion D %n %pproach to '*anned )ocia* ChangeP. Journal of Marketing B ($. pp. 12.
4ebsites!
httpDtr&cks.eicheror*d.com
/2
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>U(TIONNAIR
Name!
Address!
Tele1$one No2!
-mail!
Fa7!
1.or ho many years yo& are in this +&siness
2.'*ease indicate the range of engines yo& are dea*ing in
a$"14B' +$1!4"B' c$Y4"B'
.Rank in order , the range of engines contri+&ting to yo&r sa*e d&ring *ast three years.
a$"14B' +$1!4"B' c$Y4"B'
0o* . vo* . vo* .
lease ans/er t$e .ollo/in+ <uestions /it$ s1ei.i re.erene to t$e ran+e o. EB-G$1 en+ines on
4.-hich type of engines are avai*a+*e ith yo& in this range.a$air coo*ed +$ater coo*ed c$+oth
!.'*ease indicate the price range in hich 1!4" hp engines are avai*a+*e.
Rs R) Rs
/4
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#.7s there any other dea*er in yo&r territoryZ
Hes no
7f yes, then p*ease name them,
1[[[[[[[[[[[[[[[[[[[[[[ 2[[[[[[[[[[[[[[[[[[[[[[ [[[[[[[[[[[[[[[[[[[[
/.1'*ease rank in order the name of competitors in yo&r territory.
1TTTTTTTTTTTTTT 2TTTTTTTTTTTTT.. TTTTTTTTTTTTT..
4TTTTTTTTTTTTT..
!TTTTTTTTTTTTT..
/.2 -hy peop*e prefer the +rand yo& are dea*ing in against other +rands avai*a+*e in the market
/. hy do peop*e +&y the Ao. 1 +rand
8.'*ease e6p*ain the kind of strategy adopted +y yo& to se** i.e., competitive pricing,infringement,+orroed from the companys po*icy.e.g.Dcredited market s&pport +y the company fie*d activities
9.'*ease e6p*ain ho do yo& manage infringement.
1".'*ease , e6p*ain ho do yo& perceive f&t&re of yo&r prod&ct in market.
/!
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11.-hat are the arranty after sa*es service contract avai*a+*e ith yo& Z
12 . -hat are the terms for financing avai*a+*e ith yo& Z ( +anks financia* instn. private $
(UR'5 OF N3IN (A&(
A%ME
%RE))
C5A%C 'ER)5A
lease reat to t$e .ollo/in+ statements on t$e +i0en sale about t$e brand you are dealin+
in2Here
Estron+ly disa+ree
Jmoderately disa+ree
neit$er a+ree nor disa+ree
Gmoderately a+ree
Bstron+ly a+ree
1$'eop*e +&y ater coo*ed mode*s +eca&se they are ignorant a+o&t merits of aircoo*ed mode*s.
([$ ([$ ([$ ([$ ([$E J G B
2$ 'eop*e ask for most advertisedp&+*iciGed visi+*e mode*s
([$ ([$ ([$ ([$ ([$E J G B
/#
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$'eop*e +&y +eca&se of price rather than anything e*se.
([$ ([$ ([$ ([$ ([$E J G B
4$C&stomers come ith predetermined mode* and +rand to +&y.
([$ ([$ ([$ ([$ ([$E J G B
!$Ho& most of the times change the decision of the c&stomers.
([$ ([$ ([$ ([$ ([$E J G B
#$Ho& get s&fficient dea*ership margin in sa*e.
([$ ([$ ([$ ([$ ([$E J G B
/$Ho& get ade:&ate incentives and non monetary +enefits, *ike trave**ingopport&nities, to promote the +rand yo& are dea*ing in.
([$ ([$ ([$ ([$ ([$
E J G B
8$Ho& are +rand *oya* and i** stick to the +rand yo& are dea*ing in.
([$ ([$ ([$ ([$ ([$
E J G B
9$Ho& i** change the +rand , for higher margin , ith simi*ar sa*es potentia*.
( $ ( $ ( $ ( $ ( $