Developing and Driving Efective Sales Promotional Strategy for Tapping Potential Market For Mahindra Buses

Presented By: mang !rora"oll no# $%&%'(ompany Pro)le(ompany Pro)leMahindraTruckandBusDivision,formerlycalledMahindraNavistarisan Indian commercial vehicle manufacturer formed in 2005 It is a joint-venture et!een Navistar International of the "nited #tates and Indian automoile maker Mahindra $ Mahindra%Mahindra $ Mahindra the &arent com&any !as incor&orated in '()5 y *%+% Mahindraand,%+%MahindraandMalik-hulamMuhammadythename Mahindra $ Muhammad to trade steel%By '(5., the com&any !as listed on the Bomay #tock /0chan1e+urrently, Mahindra $ Mahindra is one of the 20th lar1est com&anies in India In*anuary20'',theMahindra-rou&launchedane!cor&oraterand, Mahindra 2iseProductsMahindra3scurrent 4+5 ran1e, consist of the ("* trucks and Tourister i +uses, -hich has a &resence across India% These vehicles have diverse applications%Business Strategy6roject 7jective/nhancin1 8!areness+reatin1 Interest6rovidin1 InformationDi9erentiate &roduct2einforce the Brand#timulate Demand Signi)cance and ScopeThe sco&e of the study encom&assed reachin1 out to e0istin1 customers and to e0&loit &otential markets and &enetrate into unta&&edareas%ItalsoinvolvedMarket#e1mentationand antici&atin1andcreatin1ademandacrosstheelo! cate1ories:+or&orate ;ousesrst to move ne1ative &erce&tions to neutral II% second to move neutral &erce&tions to &ositive%. The various tasks that / have undertaken in the research design process are :. De>nin1 the information need. Desi1n the e0&loratory, descri&tive and causal research%. "ESE!"(0 P"1(ESS. The research &rocess has four distinct yet interrelated ste&s for research analysis . It has a lo1ical and hierarchical orderin1:. Determination of information research &rolem%.Develo&ment of a&&ro&riate research desi1n%./0ecution of research desi1n%. +ommunication of results%2earning 1utcomeIn de&th kno!led1e of the 4+5 industry% 8nalysin1 the market for Mahindra Buses #e1mentin1 the market and ta&&in1 the &otential customer /9ective channels for &roduct sales and &romotion +lient 8c?uisition and client ;andlin1 Meetin1 and com&letin1 challen1es !ithin the time deadline "ecommendations"ecommendationsMahindra+om&anyhastoim&lement1oodcustomerrelationshi& mana1ement strate1y that enhances customer satisfaction level%Thecom&anyshould&romoteaouttheentirefeatureo9eredy it%8smajorityoftheres&ondentsaresatis>ed!iththesafetyand comfort feature of Mahindra +osmo, the com&any should maintain thesamestandardanditissu11estedtocomeu&!ithsuitale measure to reduce the ne1ative o&inion amon1 the consumer !ho are of the o&inion that the after sales service is not 1ood%8s such, Mahindra should focus on the as&ects, !hich !ill enhance the customer satisfaction and thus the market share%