final report

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e strengths, ingenious solution

3M (India) Pvt. Ltd.Feasibility Study of 3M Products in Value Added

Servicesin Cars and Bikes

An Internship ReportBy:-

Akhilesh DevPID - P001072264

In partial fulfillment of the Master’s Program in Business Administration,

Ohio University, Athens, USA

Ohio University Christ college Academy for Management Education

Christ College Campus

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Declaration

I, Akhilesh Dev., hereby declare that the project entitled “Feasibility

Study of 3M products in value added services in cars and bikes” at

3M, Delhi is an original and genuine work carried out under the

guidance of Mr. R. Raghavan, from 12th March to 20th April 2007 in

partial fulfillment of Ohio University Christ College MBA Program.

I declare that the report submitted by me is a bonafide work of my

own.

Place: New Delhi (Akhilesh Dev)Date: - 1st May, 2007

Hosur Road, Bangalore - 560029

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Acknowledgement

Before going into the thick of things, I would like to take an

opportunity and mention few people without whom completion of

the project would be impossible.

I would like to take an opportunity and thank 3M for felicitating me

for this project, especially Mr. R.Raghavan who have been a great

support and guided me through out in the completion of this project.

I would also like to express my thanks to our project guide Prof.

Amalendu Jyotshi, Prof. Girish & Prof. Bhagwath without their

guidance the project wouldn’t have been successful.

Finally I would like to express my deep gratitude to all my friends

and family for being a constant support.

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Executive summary

3M is a $ 21billion dollar diversified technology company; developing innovative technologies are the foundation for products that make people's lives easier and better. 3M makes everything from masking tape to asthma inhalers. The company has six operating segments: display and graphics (specialty film, traffic control materials); health care (dental and medical supplies, and health IT); safety, security, and protection (commercial care, occupational health and safety products); electro and communications (connecting, splicing, and insulating products); industrial and transportation (specialty materials, tapes, and adhesives); and consumer and office. Well-known brands include Scotchgard fabric protectors, Post-it Notes, Scotch-Brite scouring products, and Scotch tapes. Sales outside the US account for about two-thirds of 3M's sales.

The project “Market Analysis and Feasibility Study for 3M to Enter in the Value-Added Services in Automobile Industry Provided during Servicing in Delhi market”. This project deals with the developing an overview of the value added services provided during car and bike servicing in Delhi for which there should be an understanding of the current market scenario, its demand and the competitors plying in the market. Developing and understanding how many competitors are there in the market, there market share and to which all the automobile dealers they serve and at what price they are providing these services. The study will reflect the market of different brands available in Delhi and its consumption level in every dealer’s workshop.

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Understanding “fitness-to-use” and “fitness-to-standards” of 3M products that is due to launch. Understanding the current need and the satisfaction level of the workshops and the end consumer.

Table of Content

1. Introduction ----------------------------------------------------------------------------------1

2. Histroy -----------------------------------------------------------------------------------------

2

3. 3M India --------------------------------------------------------------------------------------4

4. Product and Services -----------------------------------------------------------------------5

5. Supply Chain ---------------------------------------------------------------------------------

7

6. Competitors---------------------------------------------------------------------------------10

Bardahl --------------------------------------------------------------------------------11

Wynn’s ---------------------------------------------------------------------------------12

Liqui Moly ----------------------------------------------------------------------------13

7. Market Analysis ---------------------------------------------------------------------------15

Engine Oil Flush & Additive --------------------------------------------------17-18

Gear Box Flush & Additive ---------------------------------------------------18-20

Radiator Flush & Additive ----------------------------------------------------21-22

Petrol Additive -------------------------------------------------------------------22-23

Diesel Additive -------------------------------------------------------------------23-24

Petrol De-Carbonizing --------------------------------------------------------------

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Diesel De-Carbonizing --------------------------------------------------------------30

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e strengths, ingenious solution Coolant -----------------------------------------------------------------------------31-

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8. Price Paid by the Customer----------------------------------------------------------34-36

9. Bikes------------------------------------------------------------------------------------------37

10. Dealer’s Details------------------------------------------------------------------------38-40

11. Financials-------------------------------------------------------------------------------41-42

12. SWOT---------------------------------------------------------------------------------------43

13. Limitation of the study-------------------------------------------------------------------

43

14. Recommendation-------------------------------------------------------------------------44

15. Bibliography-------------------------------------------------------------------------------45

Introduction3M is a diversified technology company with a worldwide presence in the following markets: consumer and office; display and graphics; electro and communications; health care; industrial and transportation; and safety, security and protection services. What makes it so diverse is ability to apply its technologies – often in combination – to an endless array of customer needs.

3M is also one the 30 companies in the Dow Jones Industrial Average and also is a component of the Standard & Poor's 500 Index.

3M’s Values

Provide investors an attractive return through sustained, quality growth.

Satisfy customer with superior quality, value and service. Respect our social and physical environment. Be a company employees are proud to be part of.

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3M’s Vision and Strategy Corporate Values and Sustainability3M's sustainability policies and practices are directly linked to our fundamental corporate values:

Act with uncompromising honesty and integrity in everything we do. Satisfy our customers with innovative technology and superior

quality, value and service. Provide our investors an attractive return through sustainable,

global growth. Respect our social and physical environment around the world. Value and develop our employees' diverse talents, initiative and

leadership. Earn the admiration of all those associated with 3M worldwide.

History:

The company was founded by Henry S. Bryan, Dr. J. Danley Budd, Harmon Cable, William A. McGonagle, and John Dwan, Who incorporated 3M on the North Shore of Lake Superior at Two Harbors, Minnesota in 1902. Their original plan was to sell the valuable mineral corundum to manufacturers in the East, who wanted corundum for the grinding wheels they used to finish their products. After selling only one load, on 13 June 1902 the five men walked into the Two Harbors office of company secretary John Dwan – now part of the 3M Museum. They signed the papers making Minnesota Mining and Manufacturing a corporation. But Dwan and his associates were not selling what they thought they were selling: the mineral was anorthosite, and it was worthless.

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After failing to make sandpaper with the anorthosite, they decided to import minerals like Spanish garnet, and sandpaper grew strong. Them in 1914, customer started to complain that the garnet was falling off the paper. They found that as the stones had traveled across the rough Atlantic Ocean with olive oil, the oil had penetrated the stones. Unable to take the loss of selling expensive inventory, the company found that the olive oil would come out if the garnet was washed and the dried.

The company’s early misadventures taught 3M employees that “ingenuity and perseverance can overcome even potentially ruinous mistakes.

In 1916, company general manager William L. McKnight applied the same measures scientific method to production that he had used to save the company from bankruptcy and bought the company’s first lab for $500, from then on, science would be 3M’s guide.

The world's first waterproof sandpaper, which reduced airborne dusts during automobile manufacturing, was developed in the early 1920s.

A second major milestone occurred in 1925 when Richard G. Drew, a young lab assistant, invented masking tape – an innovative step toward diversification and the first of many Scotch® Pressure-Sensitive Tapes.

In the early 1940s, 3M was diverted into defense materials for World War II, which was followed by new ventures, such as Scotchlite™ Reflective Sheeting for highway markings, magnetic sound recording tape, filament adhesive tape and the start of 3M's involvement in the graphic arts field with offset printing plates.

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e strengths, ingenious solution In the 1950s, 3M introduced the Thermo-Fax™ copying process,

Scotchgard™ Fabric Protector, videotape, Scotch-Brite™ Cleaning Pads and several new electro-mechanical products.

Dry-silver microfilm was introduced in the 1960s, along with photographic products, carbonless papers, overhead projection systems, and a rapidly growing health care business of medical and dental products.

In 1980, 3M introduced Post-it® Notes, which created a whole new category in the marketplace and changed people’s communication and organization behavior forever.

In 2004, sales topped $20 billion for the first time, with innovative new products contributing significantly to growth. Recent innovations include Post-it® Super Sticky Notes, Scotch® Transparent Duct Tape, optical films for LCD televisions and a new family of Scotch-Brite® Cleaning Products that give consumers the right scrubbing power for a host of cleaning jobs.

3M worldwide Board of Directors:

George W. Buckley Chairman of the Board, President and Chief Executive Officer

Frederick J. PalenskyExecutive Vice PresidentResearch and Development and CTO: Frederick J. Palensky

Inge G. ThulinExecutive Vice PresidentInternational Operations: Inge G. Thulin

3M India Ltd.

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The perfect match between India’s multifaceted customer profile and 3M’s diverse range of products offering proven customers benefits led to 3M India being born in 1988 as Birla 3M Limited. The name of the company was subsequently changed to 3M India Limited in Dec 2002.

One of the main plans of 3M’s business philosophy has been to grow through improving and expanding its own technology base creating products that fulfill specific customer needs. With a promise of delivering innovative, quality products and services that makes customers life easier and better, 3M today has an array of useful products targeting each and every segment of the market.

In India, 3M India has over 2000 diverse products in Industrial, Automotive and Specialty Materials, Electrical and Telecom, Healthcare, Traffic and Safety, Electronics, Construction and Consumer and Office Markets, building over the past years an exhaustive list of satisfied customers and a reputation for unmatched quality.

Over 2000 products Turnover of Rs.3830 million in 2005 with profits of over Rs.384.1

million Over 500 employee

Board of Directors / Key Personnel :

Mr.Yashovardhan Birla Chairman/Chair person Mr.Herbert O`Donoghue Managing Director Mr.B V Shankaranarayana Rao Director Mr.B C Prabhakar Director Mr.Thomas P Spencer Director Mr.D J Balaji Rao Director Dr.Carlisle S Boyce Director Ms.Mary B McCormick(smt.) Director

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e strengths, ingenious solution Mr. Brad C sweet Alternate Director Mr. K Ramesh Chandra Co. Secretary

Products and Service

3M serves customers through six business segments, which increase speed and efficiency by sharing technological, manufacturing, marketing and other resources.

These six businesses are:

1. Consumer and Office BusinessWith powerful brands, innovative products and a global presence, 3M make life easier and more productive for consumers and office workers around the world. 3M brands – including Scotch®, Post-it®, Scotch-Brite®, Scotchgard™, O-Cel-O™, Filtrete®, Command™ and Nexcare™ – are synonymous with quality and value. You’ll find 3M products at mass merchandisers, office superstores, contract stationers, home improvement and hardware stores, membership clubs, grocery and drug stores, and other retailers.

2. Display and Graphic BusinessDrawing on 3M’s technology platforms, 3M provide products that people around the world rely on every day. 3M industry-leading Vikuiti ™ Display Enhancement Films do amazing things with light, making LCD TVs brighter, and the images on notebook computers, cell phones, PDAs and other electronic devices easier to see under a wide range of lighting conditions. 3M innovative reflective materials make traffic signs more visible day or night and in harsh weather, contributing to the safety of both drivers and pedestrians. And 3M

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eye-catching, durable graphics help companies promote their businesses – and thereby stand out from the competition.

3. Electro and Communication Business3M turns its technology into solutions for customers in electrical, electronics and communications markets around the world. 3M products help customers connect, clean, polish, insulate, protect, finish and test electrical, electronics

and communications pathways; store energy; and transmit data, information and ideas. As a result, 3M contribute to reliable sources of electrical power, high-performance electronic devices, and speedy and dependable telecommunications networks globally.

4. Health Care Business3M is a $3.8 billion provider of medical and surgical products, dental and orthodontic products, health information systems, pharmaceuticals, and other health care products. Drawing on 3M’s rich technology base, 3M help improve the quality of care provided by health care professionals throughout the world, while also helping make the delivery of patient care more affordable.

5. Industrial and Transportation Business3M industrial products are based on outstanding technologies, and stand for quality, performance and value worldwide. Whether it’s tapes, abrasives, adhesives, specialty chemicals, filtration systems or software for supply chain management, our innovative products and value-added services contribute to the productivity and profitability of manufacturers in a wide range of industries – from automotive and construction to metal fabrication, mining, and oil and gas.

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6. Safety, Security and Protection Service BusinessHelping to protect workers against airborne contaminants. Making passports and driver’s licenses more secure. Helping manufacturers know when their products have been tampered with. Keeping commercial establishments clean and well-maintained. Making pedestrians more visible to drivers at night. Keeping outdoor enthusiasts comfortable in cold weather. Providing roofing granules that make asphalt shingles durable and algae-resistant. Making

windows more efficient and reducing the dangers of flying shards of glass caused by storms, flying objects or bomb blasts. Drawing on 3M’s technology platforms, 3M businesses do all of this and more.

Supply Chain

3M Supply Chain functions are responsible for logistics leadership, customer service and expertise, lean manufacturing analysis/support, and network design that is optimized from supplier input materials through manufacturing/distribution and ultimately to the customer. Its responsibilities include managing distribution operations, warehousing, planning, materials management, operations management and transportation operations on a global basis. Supply Chain positions exist at factory, division, business unit and corporate levels.

For 3M, supply chain management is a key competitive edge as it uses processes not only to reduce inventories and costs, but to speed key business activities, and most importantly, to retain customers and increase their satisfaction. For instance, the company formed a Six Sigma team to coordinate a collaborative planning, forecasting and replenishment (CPFR) initiative with a key trading partner, West Marine, a retailer of boating supplies.

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To help optimize all aspects of its value chain, 3M, chose the solutions from i2, the leader in value chain management. Through its solutions, i2 delivers innovative ways to increase efficiency and velocity within the enterprise and across all of its suppliers, partners, and customers.

Specifically, 3M Canada focused on i2 Supply Chain Management™ (SCM). i2 SCM integrates collaborative forecasting, planning, and execution capabilities with complete visibility across the supply chain. i2 provides software and services that help businesses make a lasting positive impact on their profitability.

In implementing the i2 Supply Chain Management solution set, 3M Canada chose two powerful applications, i2 Factory Planner™ and i2 Supply Chain Planner.™Using i2 solutions, 3M Canada planners re-plan every day based on data from previous shifts and new orders. Factory Planner and Supply Chain Planner create optimized purchase requirements and manufacturing orders. The company’s materials resource planning (MRP) system could only plan based on material

availability. But Factory Planner and Supply Chain Planner also consider machine capacity and the availability of other manufacturing resources.

“Depending on specific requirements, i2 solutions will alter existing schedules. It also incorporates shop floor information into those requirements. Factory Planner then passes an optimized production schedule back to the shop floor. i2 solutions allow to look at all of those things simultaneously.

Since implementing Factory Planner and Supply Chain Planner, 3M has achieved several significant results. i2 solutions have improved 3M planning and scheduling productivity by 20 percent.

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Filling orders is critical for a make-to-stock manufacturer. By ensuring that the company is producing the right products at the right time, i2 solutions have increased 3M customer service levels from 92 percent to 98 percent.

“i2 allows to look at more things simultaneously” . “It can look at demand, machine capacities, and constraints. It allows more business factors to be used in decision-making. That is enabling 3M to use information to replace inventory.”

“As a result of implementing i2’s technology, 3M has improved the whole front end of its process,” that allows to better predicting future requirements, the impact of changes in the market, and the impact of new promotions that 3M has. Building all those factors into the demand plan tells 3M what need to do to meet customer demands.”

And when those customer demands change, the company is able to react much faster than before.

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Competitors

COMPETITORS:

There are many competitors for 3M in the market who are there in the market for many years.

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1. Bardahl2. Wynn’s3. Liquimoly4. Wuerth5. BG

Bardahl, Wynn’s & LiquiMoly are the major competitors for 3M in automotive sector in Delhi. As the products of these companies are used in many workshops and are also approved by OEMs (Maruti, Hyundai, GM, TATA etc...)

1. Bardahl

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Bardahl is one the established & strong player in the market as it has been in the market for many years and its products are approved by most of the OEMs. Bardahl provides total care solution through its wide range of products. Products like – engine tune up & flush, oil additive, radiator flush & additive etc…By providing total care solution Bardahl can give a tough competition to the new players.

In Delhi, Bardahl is mainly used in TATA workshops and some of the Maruti workshops.

OEM Approved:a. TATA

TATA has approved and recommended Bardahl to be used in all its dealer workshops across India.

b. MarutiMaruti has approved and recommended Bardahl products to be used in its dealer workshops across India.

c. Hyundai

TATA Workshops using Bardahl:

1. Vivek Automobiles2. Sanya Automobiles 3. Autolinks4. Him MotorsA-One Motors

Maruti Workshop using Bardahl:

1. Rana Motors

2. Wynn’s

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Wynn's, a world leader in total car care and one of the pioneers in the automotive chemicals industry with 60 years of experience, and Mekuba, with over 20 years of experience in industrial lubricants, have joined forces. Wynn's Belgium, the Belgian operation of Wynn Oil Company, signed a joint-venture with MEKUBA PETROLEUM Ltd in Madras at the beginning of June 1997. The new company, WYNN'S MEKUBA INDIA started production and commercial activities in February, 1998.

Wynn’s is one the major player in the market and has captured a large chunk of the market share in Delhi. Wynn’s is approved & recommended by many OEMs.

Wynn’s products are widely used in Hyundai workshops in Delhi.

OEM Approved:a) Hyundaib) Maruti

Hyundai Workshop using Wynn’s:a) Hans Hyundaib) Samara Hyundaic) Hyundai Motor Plazad) Rama Hyundaie) MGF Hyundaif) Deep Hyundai

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3. Liquimoly

Liquimoly is also one of the strong players in the market. This product is marketed by Fucon Technologies Pvt. Ltd. in India. Liquimoly is widely used in Maruti workshops.

OEM Approveda) GMb) Marutic) Hyundai

GM Workshop using Liquimoly:a) Auto Vikasb) Regent Automobiles

Maruti Workshop using Liquimoly:a) Bagga Linkb) Alliancec) Rohan Motord) Marketing Times

Hyundai Workshop using Liquimoly:a) Deep Hyundai

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Market Analysis

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Market Analysis:Based on the data collected in Delhi form the 25 car dealer’s workshops, the market analysis is done on flushes, additives and de-carbonizing chemical.

Flushes Total Market share of the Flushes:

The above pie charts depicts that total market share of flushes is only 57.36% which includes all kinds flushes available in the market.

Different Kinds Flushes available in the market:1. Engine Oil Flush2. Gear Box Flush

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57.33%42.67%

Yes

No

Flushes

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e strengths, ingenious solution3. Radiator Flush

All the flushes mentioned above form only 57.36% of the market rest don’t use any flushes in their services.

Additives:

Total market share of additives:

The above graph depicts the total market share of all the additives in Delhi. 42.40% is only market share of the additive available in the market.

Different kinds of additive:1. Petrol additive2. Diesel additive3. Engine oil additive4. Radiator additive

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42.40%57.60%

YesNo

Additive

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e strengths, ingenious solution5. Gear box additive

All the additive mentioned above form only 42.40% of the market and the rest don’t use any kind of additives.

1. Engine Oil Flush

Through the survey conducted we came to know that 76% of the workshop provide the services of engine oil flushing and 24% don’t.

Market share of different brands of engine oil flush:

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20.00%

4.00%

24.00% 28.00%

4.00%

20.00%Wynn's

ToyotaNoLiqui MolyBG

BardahlEngine Oil Flush

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The above pie chart shows the market share of all the companies whose products are used in engine oil flushing. 24% of the workshops do not use any kind of engine

oil flushing in their workshop are the workshops of HONDA and FORD they say “our technology is so superior that our vehicles don’t require any flushes” . The chart shows that Liqui Moly has the highest market share of 28% followed by Bardahl and Wynn’s who equally share the market at 20% each. BG being a small player in the market share only 4%. Toyota is the only OEM who supplies the servicing products itself under its brand name to all its dealer workshops.

1.1 Engine Oil Additive Brands:

On the basis of interview conducted we came to know that 56% of workshop use engine oil additive and 44% of workshop do not use engine oil additive.

Market share of different brands of engine oil additive:

25

20.00%

44.00%

20.00%

4.00%

12.00%

Wynn's

No

Liqui Moly

BG

Bardahl

Brands of Engine Oil Additive

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The above pie chart depicts the market share of different brands of engine oil additives. 44% of workshop do not use engine oil additive in their workshops. Liqui Moly and Wynn’s share equally the 20% of the market share followed by Bardahl who has 12% of market share. And BG has a mere 4% of the total market.

2. Gear Box Flushing:

Based on the survey conducted in 25 dealer’s workshop it was figured out that ony 36% of the workshops use gear box flushing and 64 do not use.

Market share of different brands of Gear Box Flush:

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16.00%

64.00%

12.00%

Wynn's

Toyota

No

Liqui Moly

Bardahl

Brands of Gear Box Flushing

4.00%

4.00%% %

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The above pie chart shows the market share of gear box flush of different brands. 64% of workshops do not provide the service of gear box flushing. The chart indicates that Wynn’s has the maximum market share of 16% followed by Liqui Moly who share the 12% of the market share. Bardahl and Toyota equally share 4% of market each.

2.1 Brands of Gear Box Additive:

On the basis of interview conducted we came to know that only 32% of workshop use gear box additive and 68% do not use gear box additive in their workshop.

Market share of different brands of Gear Box Additive:

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16.00%

68.00%

12.00%

4.00%

Wynn's

No

Liqui Moly

Bardahl

Gear Box Additive

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The above pie chart depicts the market share of different brands of gear box additive. More than 50% that is 68% workshop do not use gear box additive in their workshop. Wynn’s has 16% market share followed by Liqui Moly sharing 12% and at last Bardahl sharing 4% of total market share.

3. Radiator Flushing:

Based on the survey conducted we came to know that 60% of the workshop provide the services of radiator flushing and 40% don’t provide this service.

Market share of different brands of Radiator Flushes:

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20.00%

4.00%

40.00%

20.00%

4.00%

12.00%

Wynn's

Toyota

No

Liqui Moly

BG

Bardahl

Radiator Flushing

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The [[

The above pie chart shows the market share of different brands of radiator flush in the Delhi market. Flat 40% workshop do not use radiator flush in their services. Wynn’s and Liqui Moly share the equal market share of 20% followed by Bardahl at 12% market share then comes BG and Toyota who also share the equal market share at 4%.

3.1 Radiator Additive:

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On the basis of interview conducted we came to know that only 20% of workshop uses radiator additive and 80% do not use radiator additive in their workshops.

Market share of different brands of radiator additive:

The above pie chart depicts the market share of the different Radiator additive in the market. 80% of the workshop do not use radiator additive in their workshops. Radiator additive has a very small market of 12% market share is grabbed by Liqui Moly followed by Bardahl and Wynn’s share the equal market share of 4% each.

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4%

80.00%

12.00%

4%

Wynn's

No

Liqui Moly

Bardahl

Radiator Additive

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4. Petrol Additive:

Form the data collected through survey it was figured out that 60% workshop use petrol additive in their workshop and 40% do not use.

Market share of different brands of Petrol Additive:

The above pie chart depicts the market share of the different petrol additive available in the market. 40% of the workshop do not use petrol additive. 24% of the market share is taken over by Liqui Moly followed by Wynn’s which has 16% of the

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16.00%

40.00%24.00%

12.00%

8.00%

Wynn's

No

Liqui Moly

Iftex

Bardahl

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market share. Iftex has 12% market and Bardahl has a mere 8% of total market share.

5. Diesel Additive:

Based on the survey conducted we came to know that only 44% of workshop uses Diesel.

Market share of different brands of Diesel Additive:

Based on the information collected it was known that 44% of the workshops use diesel additive and 56% don’t use any diesel additive in their workshop.

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16.00%

56.00%

8.00%

12.00%

4%

4%

Wynn'sNoLiqui MolyIftexBGBardahl

Diesel Additive

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The above pie chart depicts the market share of different diesel additive in the market. More than 50% of workshop do not use diesel additive. 16% of market share is captured by Wynn’s followed by Iftex which has 12% market share. Liqui Moly has 8% market share and Bardahl and BG share equal market share at 4% each.

Note: - On being questioned HONDA, FORD & TOYOTA their service advisor told that their Vehicle do not require any Additive, Flushing and De-Carbonizing as their technology is so superior that don’t need all such products.

- One of the advisors in TOYOTA (Galaxy Toyota) comment that De-Carbonizing in ban in TOYOTA vehicles

6. Belt Dressing:

Belt Dressing is a rubber belt which is used in the engine to run the motor and other parts of the engine.

From the information gathered through the survey we came to that in 80% of workshop nothing is applied or used on the rubber belt to enhance its performance. After talking to many of the mechanics and service advisors we came to know that “if we apply any grease or spray on the belt, the belt will slip out from its grooves.”

The service advisor told that after a particular kilometer depending upon the car the belt is replaced with a new one.

But at few places we came to know that the car mechanics used some grease on the belt if the engine makes noise.

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Different Brands of Sprays or Grease used on Engine Belt:

The above pie chart depicts the use of spray or grease on the belt of the engine. 80% of the workshops do no use any kind of spray or grease on the belt. 12% of the workshops sometimes use local grease on the belt & only 4% of workshops use multiple sprays (3M) on the belt.

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SprayNoGrease3M Spray

Belt Dressing

12%

80%

4%4%

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7. Window Dressing:

Based on the information gathered 64% of the workshop use different kinds of sprays or grease on the window dressing to make the rolling up of the window smooth.

Different brands used for window dressing:

The above pie chat depicts the products used in window dressing. 44% of workshops do not use any spray or grease. 20% of the workshop use local

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8.00%

8.00%

20.00%

44.00%

12.00% Wynn’s SprayWurth SprayLocal SprayNoGrease3M Spray

Window Dressing

8.00%

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spray or multiple spray, 12% of people use local grease and only 8%of the workshop use branded sprays of 3M, Wurth and Wynn’s each.

8. AC EvaporatorsBased on the survey we came to know that none of the workshops in Delhi use any kind spray to clean the AV evaporator. For cleaning the AC evaporator the entire AC is opened and cleaned with the water pressure and nitrogen.

9. Vent Deodorizer:Based on the information gathered from the all the dealer workshops we came to know that none of the workshops provided the service for vent deodorizer.

10. Filter for A/C:Amongst the 25 dealer’s workshop surveyed in Delhi we found that all dealers’ workshop use OEM supplied A/C filter except for TATA who uses Elofic A/C filter in their cars.

11. Battery Coat: Based on the data collected we found that 52% of workshop used Bat Gel on battery terminals, 24% use local grease available in the market. Only 12% of the total workshop used branded spray by Wurth & 4% used Wynn’s spray.

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12. De-Carbonizing:De-carbonizing is the process where the accumulation of carbon in the engine is cleaned.

12.1 Petrol De-CarbonizingBased on the 25 workshop surveyed we came to know that 56% of the workshop did petrol-de-carbonizing and 44% did not do.

Market share of different brands used in petrol de-carbonizing:

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4%

12.00%

24.00%52.00%

Wynn's SprayWurth SprayLocal GreaseHondaGM GelBat Gel

Battery Coat

4%

4%

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The above pie chart shows the market share of the different brands used in petrol de-carbonizing. 44% do not do any de-carbonizing, 20% of the market share is captured by the Wynn’s followed by Liqui Moly which has 16% of the market share.

Bardahl has 12% of the total market share. Carburetor spray is the only product which is supplied by the Maruti to its dealer workshop and has 4% market share.

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20.00%

44.00%

16.00%

4.00%

12.00%

Wynn's

NoLiqui Moly

Carburetor SprayBardahl3M

Petrol De-Carbonizing

4%

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12.2 Diesel De-CarbonizingBased on the information gathered, only 40% of the dealer workshop in Delhi does diesel de-carbonizing and 60% do not do.

Market share of the different brand used in diesel de-carbonizing:

The above pie chart depicts the market share of the different brands used in Diesel De-Carbonizing. Flat 60% of the workshops do not use diesel de-carbonizing. 16% of the market is captured by the Wynn’s followed by the Bardahl which has 12%

market share. The rest of the market is equally shared BG, Liqui Moly and 3M at 4% each.

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16.00%

60.00%

4.00%

4%

12.00%

4%

Wynn'sNoLiqui MolyBGBardahl3M

Diesel De-Carbonizing

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Note: “Petrol and Diesel De-Carbonizing is Ban in Honda and Toyota” said by one of the service advisor.

13. Coolant:Coolant is an essential part of the engine it keeps the engine cool and under controlled temperature.Market share of different brands of coolants used in dealer’s workshops:

The above pie chart depicts the market share of different brands of coolant used in dealer’s workshops. Golden Cruiser has the maximum market share of 36%, as this is approved and recommended by TATA and Maruti, it is used in all the dealer’s workshops of TATA and Maruti. Followed by OEM which has 32% market share, this

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24.00%

32.00%

36.00%

8.00%

ServoOEMGolden CruiserElf

COOLANT

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coolant is supplied by the OEM itself under its brand name to its entire dealer’s workshop. OEMs like – HONDA, TOYOTA and FORD supply their own coolant. Servo which has 24% market share is approved and recommended by Hyundai and is used all Hyundai dealer’s workshops. Elf being a small player in passenger car segment share only 8% of market share. Elf is approved and recommended by GM thus used in all the GM dealer’s workshops.

“To enter the coolant market it is very important for any company to get recommended and approved by the OEMs before launching its brand in the market.”

Coolant used in workshops:

Workshop Coolant Used

Maruti Golden Cruiser

TATA Golden Cruiser

Hyundai Servo

GM Elf

Ford Ford Supplied

Mahindra Mahindra Supplied

Honda Honda Supplied

Toyota Toyota Supplied

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14. Windshield Washer Liquid:

Windshield washer liquid is a liquid which is mixed with the water to clean the windshield of the car.

Market share of the different bands of the windshield liquid:

The above pie chart depicts the market of the different brands of windshield washer liquid. Only 4% of workshops do not use any kind of liquid in the windshield washer,

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8.00%

68.00%

4.00%

16.00%

4%

Wurth

OEM

No

Local ShampooElf

WIND_LIQ

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they just use normal water to clean the windshield. 68% of the workshop use windshield washer liquid supplied by their OEMs under its brand name. OEMs like FORD, HONDA, TOYOTA and GM supply their own windshield washer liquid to all their dealer’s workshops. 8% of workshops use Wurth windshield washer liquid. The entire TATA dealer’s workshop in Delhi uses Wurth windshield washer. 16% of

workshops mix any local shampoo available in the market in water to clean the windshield. And only 4% of total workshops in Delhi use Elf windshield washer liquid.

Average Prices Paid by the Customer:

Costs to the end customer vary form workshop to workshop. Even though the workshop are of the same OEM and treatment is done by the same brand still the cost differ form one workshop to the other. So it is difficult to find the exact cost to the customer, as in the value added services industry the margin depends on the volume of treatment done.

Below are the mentioned average price paid by the customer of the different treatments:

Maruti Workshop:1. Engine Oil Flush : between Rs. 600 – 700 + tax2. Radiator Flush : between Rs. 450 – 550 + tax3. Petrol Additive : between Rs. 300 – 400 + tax4. Radiator Additive : between Rs. 350 – 450 + tax5. Engine Oil Additive : between Rs. 300 – 400 + tax6. Petrol De-Carbonizing : between Rs. 1200 – 1400 + tax7. Coolant : between Rs. 200 – 250 per Lt.

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TATA Workshop:1. Engine Oil flush : between Rs. 500 – 750 + tax2. Radiator flush : between Rs. 300 – 400 + tax3. Diesel Fuel Additive : between Rs. 200 – 250 + tax4. Gear Box Additive : between Rs. 400 – 450 + tax5. Radiator Additive : between Rs. 450 – 500 + tax6. Engine Oil Additive : between Rs. 450 – 500 + tax7. Diesel De-Carbonizing : between Rs. 1300 – 1600 + tax

8. Petrol De-Carbonizing : between Rs. 1300 – 1600 + tax9. Coolant : between Rs. 150 – 200 per lt. + tax

Hyundai Workshop:1. Engine Oil Flush: between Rs. 350 – 500 + tax2. Gear Box Flush: between Rs. 350 – 450 + tax3. Radiator Flush: between Rs. 350 – 500 + tax4. Petrol Fuel Additive: between Rs. 300 – 400 + tax5. Diesel Fuel Additive: between Rs. 300 – 400 + tax6. Gear Box Additive: between Rs. 500 – 700 + tax7. Engine Oil Additive: between Rs. 350 – 450 + tax8. Petrol De-Carbonizing: between Rs. 1300 – 1500 + tax9. Diesel De-Carbonizing: between Rs. 1300 – 1500 + tax10.Coolant: between Rs. 170 – 200 per lt. + tax

Mahindra Workshop:1. Engine Oil Flush: between Rs. 650 – 700 + tax2. Radiator Flush: between Rs. 150 – 200 + tax3. Diesel Fuel Additive: between Rs. 450 – 500 + tax4. Diesel De-Carbonizing: Rs. 1500 + tax

HONDA Workshop:

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e strengths, ingenious solution1. Coolant: Rs. 300 per lt. + tax

GM Workshop:1. Engine Oil Flush: between Rs. 700 – 725 + tax2. Gear Box Flush: Rs. 500 + tax3. Radiator Flush: between Rs.350 – 500 + tax4. Petrol additive: Rs. 475 +tax5. Diesel Additive: Rs. 475 + tax6. Gear Box Additive: Rs. 525 + tax7. Radiator Additive: Rs. 375 + tax

8. Petrol De-carbonizing: Rs. 1400 + tax9. Diesel De-Carbonizing: Rs. 1400 + tax10.Coolant: Rs.168 + tax

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Bikes:

Based on the survey conducted among 11 dealer’s workshop in Delhi, the survey says that none of the workshops in Delhi do de-carbonizing. According to the service advisor “De-carbonizing is not required in the 4-stroke engine as the current technology doesn’t allow carbon to get deposited.”

Workshop surveyed:

1. G K TVS2. Auto Needs (Hero Honda)3. PRJ Bajaj4. Swarup Honda5. Royal Bajaj6. Padam TVS7. ARC Motors (Hero Honda)8. Malwa Motors (Honda)9. Aadarsh Yamaha10.Chandra Yamaha11.Mehndru Motors (Royal Enfield)

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Only few workshops did de-carbonizing for 2-stroke bikes only. For de-carbonizing the head and the silencer is opened manually and then the carbon is scraped with the sand paper and then cleaned with the petrol. It generally takes 2 to 3 hours to clean the carbon.

Out of all the workshops surveyed only one dealer – “Aadarsh Yamaha” showed interest in using a product which could reduce their time in de-carbonizing. This could be an opportunity to expand in the bike market.

Dealer Details:

These are the dealers who supply the flushes, additive and other products to the workshops.

1. Wynn’s Distributor

Mr. Rajesh Gulia (Proprietor) Sol (India) Pvt. Ltd. Address : H.O. : 709, Pocket –E , Mayur Vihar, Pahse – II, Delhi - 110091Contact No. – 09811704877Tel. : 011-22724133, 22720757

In Delhi they only supply to Hyundai and some of the Maruti workshops.

They get Wynn’s product form Chennai then distribute to other parts of the country.

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In Delhi they have 35 employees on payroll and another 100 employees on contract.

There over 17 distributors of Wynn’s product in India

2. Liqui Moly Distributor

Mr. Rahul Parikh (MD)FUCON TECHNOLOGIES71/4, Shivaji Marg, (Opp. Ring Honda), Najafgarh Road Industrial Area, Moti Nagar, New Delhi – 110015Contact No. : 0910106780Tel. : 011-45095206/7/8

They are the sole distributor of Liqui Moly products in India. There are four directors in the company. Import Liqui Moly products from Germany. Supply to almost 80 to 90 dealers. Supply to – Maruti, Hyundai, Skoda, GM, Mahindra.

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Approximately 15000 bottles of flushes and additive they distribute in a month.

Dealer’s price varies from workshop to workshop depending upon the margin and volume of consumption.

1400 employees all over India including 450 employees are in Delhi.

Sell flushes approximately at Rs. 300/- to the workshops.

3. Bardahl Distributor:

Mr. V.K Giri (Director)LV Rustore Applications Pvt. Ltd.Corp. Off: Hanspal Industrial Complex, 17/6 Mathura Road, Faridabad- 121007Tel. : 9129 – 4010181, 4010182

Sole distributor of Bardahl products in Delhi, Faridabad, Ghaziabad and Noida

Total employee strength – 150

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Supplies to TATA workshops around 800 to 900 bottles of flushes and additives:

- Sanya Motors- A-One Motors- Vivek Automobiles

Supplies to Maruti workshops around 500 bottles of flushes and additive:

- DD Motors- Posco Motors

Supply to Hyundai Workshop around 200 bottles of flushes and

additive:- MGF Hyundai

Financials of 3M (India)

The financial analysis of the company is done on the basis of ratio comparison of year 2006 with year 2005.

RATIO 2006 2005Operating Profit Margin 16.68 18.06Gross Profit Margin 16.81 17.79

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Net Profit Margin 10.02 10.15Inventory Turnover Ratio

6.36 5.15

Debtor Turnover Ratio 8.06 7.56Fixed Asset Turnover Ratio

15.86 13.02

Current Ratio 2.96 2.81Debt Equity Ratio 0.00 0.00Interest Covering Ratio 21.48 16.99Return On Networth 23.00 22.00Return On Investment 38.00 39.00

Operating Profit Margin: Operating profit margin indicates how effective a company is at controlling the costs and expenses associated with their normal business operations. Operating profit margin had decreased in year 2006 to year 2005 this is because the proportionate increase in the sales revenue is higher as compare to expenses.

Net Profit Margin: A ratio of profitability calculated as net income divided by revenues, or net profits divided by sales. It measures how much out of every dollar of sales a company actually keeps in earnings. Net profit margin has decreased in the recent year when compare to the previous which can be observed from the above table. This actually says while the company increased its net income, it has done so with diminishing profit margins.

Inventory Turnover Ratio: This ratio should be compared against industry averages. A low turnover implies poor sales and, therefore, excess inventory. A high ratio implies either strong sales or ineffective buying. The ratio has increased as compare to the last year’s ratio. This

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http://www.investorwords.com/1148/costs.html

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shows there is an increase in the inventory deployment, this leads to increase in the liquidity which further increases the current ratio. This means there is more cash flow. Cash flow is life blood of any business.

Debtor Turnover Ratio: This ratio tells how quickly the company is paying of its debt. If the turnover ratio is falling from one period to another, this is a sign that the company is taking longer to pay off its suppliers than it was before. The opposite is true when the turnover ratio is increasing, which means that the company is paying of suppliers at a faster rate. The debtor turnover ratio has increased this year form the last year this implies the company is paying of its debts faster than the last year.

Current Ratio: A liquidity ratio that measures a company's ability to pay short-term obligations. The higher the current ratio, the more capable the company is of paying its obligations. The current ratio is higher than the last year’s current ratio which implies the company is now able to pay its obligation faster than the last year.

Interest Covering Ratio: A ratio used to determine how easily a company can

pay interest on outstanding debt. The ratio is calculated by dividing a company's

earnings before interest and taxes (EBIT) of one period by the company's interest

expenses of the same period. The current interest covering ratio is higher than the last

year’s ratio which implies that the company is paying of its interest on debt much

faster than last year.

Return on Investment: A performance measure used to evaluate the efficiency of

an investment or to compare the efficiency of a number of different investments. The

return on investment is lower than the last year’s percentage but the difference is no

so much, so the change is minimal.

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SWOT Analysis of the Product

Strength:1. the biggest strength of 3M is its brand name2. quality products and services3. innovative products

Weakness:1. less promotional activity

Threats:1. competitors like – Bardhal, Wynn’s, Liqui Moly, Wurth, and BG2. Technology can be a threat for e.g. OEMs like HONDA, TOYOTA, and

FORD do not recommend such products.

Opportunity:1. opportunity to enter bike market2. Currently there are only two major players in the market; there is a

room for competition.

Findings:1. Market share of each brand available in the market2. OEM approved brands3. Cost to customer4. Dealer’s Price to workshops

Limitation of the study:1. Study is conducted in Delhi only2. Due confidentiality of the data many of the interviewer did not

provide with the enough data

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e strengths, ingenious solution3. The findings are purely based on the market share of the each

brand in the market.

Recommendation:

Since there are only two major players in the market there is enough room for competition, so 3M can launch its product in the market and give a tough competition.

Before launching its products it is very important for 3M to get its products approved and recommended by the OEMs that would be fitness to standard.

3M will have to set the prices competitively to get the market share. 3M will have to find an active dealer who would supply its product

efficiently and effectively. There is a huge opportunity in the bike sector as till date most of

the workshops do de-carbonizing manually without the use of any chemicals.

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Bibliography:

www.3M.com www.Bardhal.com http://economictimes.indiatimes.com www.liquimoly.com www.wynn’s.com

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http://www.liquimoly.com/

http://economictimes.indiatimes.com/

http://www.Bardhal.com/

http://www.3M.com/

final report

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