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    Submitted by:

    Team AVENGERS

    Akanksha Saxena 11002

    Jayakrishnan Nair 11023

    Sahil Sinha 11047

    Nachiket Vanikar 11058

    Kaustubh Sinha 11145

    A project report on

    VOLVO BUSESSubmitted to: Prof. Rangan Mohan

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    Contents

    VOLVO ............................................................................................................................................. 2

    VOLVO BUSES .............................................................................................................................. 2

    VOLVO INDIA ............................................................................................................................... 2

    VOLVO DEALERS AND WORKSHOPS IN INDIA ................................................................................. 4INTRODUCTION................................................................................................................................. 5

    TARGET SEGMENT........................................................................................................................ 5

    POSSIBLE MARKET SEGMENTS .................................................................................................... 5

    MACRO LEVEL SEGMENTATION .............................................................................................. 5

    MICRO LEVEL SEGMENTATION ................................................................................................ 7

    POSSIBLE SEGMENTS IDENTIFIED ................................................................................................. 7

    GOVERNMENT .......................................................................................................................... 7

    PRIVATE TRAVEL AGENCIES AND TOUR OPERATORS.............................................................. 7

    AIRLINES .................................................................................................................................. 7

    CHOSEN SEGMENTS TO BE TARGETED ......................................................................................... 8

    GOVERNMENT SECTOR............................................................................................................ 8

    PRIVATE TRAVEL AGENCY AND TOUR OPERATORS ................................................................ 8

    SWOTANALYSIS........................................................................................................................... 10

    STRENGTHS ................................................................................................................................ 10

    WEAKNESSES ............................................................................................................................. 10

    OPPORTUNITY ............................................................................................................................ 10

    THREATS .................................................................................................................................... 11

    COMPETITORANALYSIS................................................................................................................. 12

    TATA MOTORS ........................................................................................................................... 12

    AMW(ASIA MOTORWORKS) ................................................................................................... 12

    MERCEDES BENZ........................................................................................................................ 13MARKET POTENTIAL...................................................................................................................... 13

    SALES FORECASTING ..................................................................................................................... 15

    PRODUCTS ...................................................................................................................................... 18

    VOLVO9400MULTI-AXLE ................................................................................................... 18

    VOLVO 9400 ............................................................................................................................... 18

    VOLVO 8400 ............................................................................................................................... 19

    PRICING .......................................................................................................................................... 20

    PLACE............................................................................................................................................. 20

    PROMOTION.................................................................................................................................... 21

    ADVERTISEMENT OBJECTIVES ................................................................................................... 21

    TARGET MARKET ....................................................................................................................... 21

    ADVERTISEMENT EXPENDITURE ................................................................................................ 22

    CREATING THE MESSAGE ........................................................................................................... 22

    SELECTING THE MEDIA............................................................................................................... 22

    CONCLUSION .................................................................................................................................. 24

    BIBLIOGRAPHY............................................................................................................................... 25

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    2

    Volvo

    Volvo Buses

    Volvo Buses is one of the world's largest manufacturers of buses and bus chassis. Volvo Buses'

    product program comprises city buses, intercity buses and tourist coaches, and services in the areas

    of financing, servicing, vehicle diagnostics and traffic information systems.

    With approximately 7900 employees worldwide, Volvo Buses deals with production activities in

    Europe, North and South America, Asia and Africa.

    The head office is in Gothenburg, Sweden, where product planning and product development are

    primarily concentrated.

    Volvo Buses also has a wide-ranging distributor network for aftermarket services with servicing

    and spare parts distribution at 1200 workshops located in over 80 countries.

    Volvo India

    Volvo Buses is in India for 10 years, with its state-of-the-art factory and overall profile of being a

    complete transport solutions provider, gives it a unique ability to be in the best position to

    understand the needs of the Indian market and configure products accordingly.

    Volvos plant at Hosakote, Bangalore is one-of-its-kind facility which has incorporated the best

    practices from the Volvo Bus Corporation plants in Mexico, Poland and Finland. With over seven

    decades of experience, Volvo Buses have globally developed the principles of bus building. This

    includes:

    Methods and Processes for bus body building

    Training of people on specialized skills

    Production management that incorporates Visual Management, 5 S Processes, Safety and

    Ergonomic Work Environment

    Material handling practices

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    Today, the Volvo intercity coaches traverse all major routes in India. In the city bus segment,

    Volvo buses operate across 12 cities in India. Volvo Buses in India also exports to South Africa,

    Bangladesh and Sri Lanka. At present, there are about 5,000 Volvo buses operating in the SAARC

    region, both in the city and inter-city segments.

    The company recently unveiled its New Range of Buses. With this Volvo has become the only bus

    manufacturer in India with the largest range of high-performing buses comprising 10 models and

    variants. Customers now have the Power of Choice in high-performing buses like never before.

    Industry has been highly versed with the names from B7R to 9400, from true bus chassis to the

    current Volvo 7400 low floor city bus

    Volvo introduced several new concepts and technologies like the

    Volvo Electronically Controlled Suspension (ECS)

    Electronically Controlled Brakes (EBS)

    Volvo Engine Management System (EMS)

    Anti-lock Braking System (ABS)

    Kneeling Mechanisms in city buses

    FUP/FIP safety systems in all coaches

    Bus Multiplexing

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    4

    Volvo Dealers and Workshops in India

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    5

    Introduction

    Target Segment

    Volvo Buses India Private Ltd (VBIPL), the newly-formed company of the European major targets

    the public transport companies and started doing so with Karnataka. It already enjoys order for 240

    city buses from the Karnataka government. Volvo buses can be seen even on local routes in

    Bangalore.

    The companys game plan is to revolutionise public transport in metros and cities by providing

    safe, efficient and eco-friendly buses to ordinary commuters.

    After achieving success in Karnataka, Volvo is now targeting other cities such as Mumbai, Pune,

    Chennai, Hyderabad and Ahmedabad, while also looking to participate in the proposed Bus Rapid