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Mahindra & Mahindra

Automotive Sector. Mahindra & Mahindra. Presented by:- Akash Singh. www.powerpointpresentationon.blogspot.com. OBJECTIVE OF INTERNSHIP. STUDY OF BOP AND MINI TRUCK SEGMENT. Introduction. Mahindra & Mahindra group is one amongst the big business houses of India.

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Mahindra & Mahindra

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  1. Automotive Sector Mahindra & Mahindra Presented by:- Akash Singh www.powerpointpresentationon.blogspot.com

  2. OBJECTIVE OF INTERNSHIP STUDY OF BOP AND MINI TRUCK SEGMENT

  3. Introduction • Mahindra & Mahindra group is one amongst the big business houses of India. • The Mahindra Group’s Automotive Sector is in the business of manufacturing and marketing utility vehicles and light commercial vehicles, including three-wheelers • Mahindra & Mahindra was set up in 1945 as Mahindra & Mohammed. • The name was changed from Mahindra & Mohammed to Mahindra & Mahindra in 1948. • Mahindra & Mahindra Limited, the flagship company of the Group, was set up as a franchise for assembling general purpose utility vehicles from Willys, USA. • The Group exports its products to several countries in Europe, Africa, South America, South Asia and the Middle East.

  4. Product • There are two segments:- 1. Passenger 2. Loading • Passenger segments include - TATA IRIS, TATA VENTURE, TATA WINGER, TATA MAGIC, Mahindra Alfa, TVS king, Bajaj ape, Maruti Omni etc. • Loading segments include - TATA ACE, TATA 207, TATA 407, TATA ACE, Mahindra GIO Compact Truck etc.

  5. Existing Products

  6. Product- TATA IRIS Specifications :- Engine - 611 cc- Single Cylinder water cooled diesel engine Maximum Power - 11 HP Maximum Torque - 31 NM Top Speed - 55 kmph Gear Box - 4 fwd + 1 reverse (Synchromesh with cable shift) Brakes - Hydraulic Drum Type Tyres - 12” Radial Seating - 4+1 Fuel Tank Capacity - 10 Liters • Features:- • Hard Steel Roof • Clear Lens Head Lamps & Tail Lamps • BS||| • Stylish dash board with storage space • Sliding driver seat

  7. Standard Non AC Seating- 12+1/13+1 FR 2800WB Deluxe Non AC/AC Seating- 12+1/13+1 FR 3200WB TATA WINGER Deluxe Non AC/AC Seating- 12+1/13+1 HR 3200WB Luxury AC Seating- 9+1 FR 3200WB

  8. Price & Variants

  9. Competitive Product TATA WINGER ? COMPETITION ? TATA IRIS COMPETITION

  10. Profile of Users Income • TATA IRIS • is bought mostly by Lower – Middle class people whose income ranges from 1,20,000 to 3,00,000 Rs. per year • TATA WINGER • is bought mostly by lower upper middle class and upper middle class people whose income ranges from 3 lakh to 8 lakh Rs/year

  11. Analyzing Usage of the vehicles

  12. Interaction with users TATA IRIS

  13. TATA WINGER

  14. BOP Passenger Templates

  15. Magic D+7

  16. Omni Passenger

  17. Alfa Passenger

  18. GIO Passenger

  19. Marketing Research Objective • Analysis of BOP • Analysis of 5 seater and 9+1 seater vehicle • Analysis of customer preference about BOP

  20. Hypothesis • Null hypothesis • Ho = There are no customers in a favor of 5 seating and 9+1 seating • Alternate hypothesis • H1= 60% customer are in a favor of 5 seating and 9+1 seating • H1= More than 60% customer are in a favor of 5 seating and 9+1 seating. • H1-= Less than 60% customer are in a favor of 5 seating and 9+1 seating.

  21. Statistics Test T-test

  22. Correlation *. Correlation is significant at the 0.05 level (2-tailed).

  23. Findings/Strategy • Most of the customers prefer C.N.G. vehicles in the market • Most of the customers are satisfied with the availability of spares in the market. • There should be at least 4 variants in 9+ seater. • 9+ seater should be for professional employee, school, college, tour, hotels and organizational purpose.

  24. Conti…. • 9+ seater should be like that where passenger feel comfortable. • Most of the customer who have yearly income more than 3 lakh, they prefer 9+1 seater vehicle. • Product should be as compare to TATA IRIS, TATA WINGER • Cost or price of 9+1 seater should be of between 5 lakh to 7 lakh.

  25. Conti… • Cost of 5 seater vehicle should be of between 1,70000 to 3 lakh. • Most of the customer who have yearly income between 1,20000 to 2 lakh, they prefer 5 seater vehicle. • 5 seater vehicle should be of more earning from which customer could earn at least 12 to 20 thousand Rs./month. • More than 60% customer customers are in favor of 5 seating and 9+1 seating.

  26. Conti… • For the 3+1 seater vehicle, black and yellow colour are acceptable colour. • There are no competitor of TATA IRIS and TATA WINGER. • There are few information given in the table of BOP templates.

  27. Conti…. 4 p’s of marketing • Product • Price • Place • Promotion

  28. Learning • From Classes in first year used in summers: • Marketing theories - 4Ps , Marketing tools • Marketing strategies – Competitor Analysis, Customer Reviews • Product Specification • Consumer Behavior • Marketing Research

  29. Learning • From Summer Internship : • Handling Customers and knowing their behaviors practically • Managing relations - Co-ordination between senior and junior, Managing with competitors’ dealers • Time management • Discipline enhancement • Improvement in communication • How to get work done

  30. Conclusion NO COMPETITOR Mahindra & Mahindra Launch new product as compare to TATA IRIS and TATA WINGER

  31. Reference • http://www.mahindra.com/OurBusinesses/automobile-manufacturer.html • http://www.mahindra.com/Heritage/History.html

  32. Thank you

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