project on autocop company

PREFACE

In the present perspective, management as a discipline has attracted the attention of

academicians & practitioners to a great extent. Management is the art of getting things

done through and with the people in formally organized groups.

In the changed scenario, ‘The buyer is the King’ and all the marketing activities are to be

perceived to motivate the buyer to buy our products. The wooing of customer has to be

done through advertisement, competitive cost, packages, discounts, direct marketing,

after sales services etc.

All this has to be blended with the quality of the product without which all the above

ingredients would not sustain. Strengthening of R & D leads to improvement in quality of

the product & innovations.

To augment the sale of your product, you have to feel the pulse of the consumer to get

into his head and heart. This will go a long way to drive optimum results. Marketing of

Car Remote Security System, Gear Lock and Power Windows with particular reference

to scope for improvements in the present system is core subject of the study.

1

EXECUTIVE SUMMARY

Autocop is most widely used Car Remotes in India. Its one of the most popular, reliable

and affordable Car Keyless Remotes & Security System available in the market. They

have models by names Cobra, Piranha... The price ranges starts from Rs 3000. These

have the basic keyless entry plus few security features like engine immobilizing,

Alarming but it varies from the model you choose. But the remotes are really not so

attractive, you may feel it bit bigger and it is kind of oval in shape...These remote do have

a small antenna to increase the range of reception little more. If you have already fitted

with a Autocop power window in your car, it is more compatible with the Autocop

remotes which do have the feature of global window. This feature allows you to close the

glass windows from outside of the car using the remote system. But some

people suggested not to go for this feature, reason is that it needs lot of cuts in the

existing electrical wiring. If the feature models come with proper connecting kits without

cutting the wirings would be great.

Other than Autocop there is one more popular security system available and it is factory

fitted in most maruti cars by name Nippon and its from the famous audio manufacturer

Kenwood. Not very much sure about this product but someone told me that these gives

problem during raining season like security alarm automatically turns on during rain and

it wont stop unless you plug out the unit from battery power.

All the above remotes are 1 way remotes, there are 2 way remoted available in other

countries with LCD programmable panels in the remotes.

Buying a car is much easier than maintaining it and defending it from thieves. Car theft is

one of the greatest problem faced by car owners. According to the NICB, a vehicle is

stolen in the United States every 25.5 seconds. According to the Insurance Information

Institute a car is stolen in United States every 24 seconds. If it is the case with US, how

serious the problem would be with other countries. Auto theft continues to thrive despite

2

those lists and regardless of new anti-theft technology that emerges with new models

every year. There are several applicable ways to protect your car from theft. Anti theft

alarms, steering and break locks, central locking system etc... Today car thieves are also

smart enough to break through the most sophisticated anti theft systems. The first step

involves using common sense, with recommendations like "not leaving your keys in the

ignition" of an unlocked car.

Even though auto theft is a crime of opportunity, if a crook really wants your car, he'll do

whatever it takes to get it regardless of steering wheel locks or car alarms. But with the

above knowledge, you can slow him down, make your car inconvenient to thieves and,

hopefully, discourage them from attempting to steal your vehicle. Layering your car with

anti-theft protection, especially if it's at the top of the most stolen vehicles list, is a good

start. But, as with anything that is of value to you, the most important protection you can

give your car is to take a proactive approach to security when you leave it unattended.

3

OBJECTIVES

To find awareness among people about the security system of Autocop India Pvt Ltd.

To assess the PREFERENCE of the customers towards Remote Car Security

System offered by Autocop India Pvt Ltd.

To judge whether customers are satisfied with the SERVICES of the Autocop India Pvt Ltd.

To study the PERCEPTION and RESPONSE of customers towards Autocop India Pvt Ltd.

To know FUTURE PROSPECTS of Autocop India Pvt Ltd.

To study the CONSUMER EXPECTATIONS for new products.

To study whether Autocop security system requires any PROMOTIONAL ACTIVITIES.

To gauge customer satisfaction level with regard to PRICE and QUALITY.

4

INTRODUCTION

From the time immemorial – good and evil, sages and demons have co-existed in the

universe. While there are philanthropists always prepared to help the poor and needy,

there are thieves, bad elements, and criminals always in the lookout to rob you. To save

your valuables, you always keep them under safe custody of lock and key. Similarly to

save your vehicles from prying eyes of the auto thieves who are always in look to steal a

car, car central locking and security system plays an effective deterrent to evil designs of

the car lifters and thieves. Installation of remote car security system provides protection

from thefts of stereos/cd system, AC compressors, and tyres etc and the car itself.

Unauthorized opening of car door with duplicate keys triggers alarm cautioning people

around in general and the car owner, once the system is armed and someone tries to start

the car, it will give off an alarm. By pressing lock button starter will get immobilized.

The impact sensor will ignite the siren when someone tries to remove CD system or tyres.

R & D Department of the Company is always on the move to introduce innovations in the

product. Of late, the Company has introduced GPS and GSM technologies which will

facilitate immobilization of car remotely, besides vehicle tracking, remote engine start

and other smart features details of which find mention in Company’s profile ahead. The

company, under review i.e. Autocop India [P] Ltd. is undoubtedly the brand leader in

Central Locking System available in India for many years now.

The company is striving hard to maintain its well earned coveted position by following

stringent quality control and flawless after sales service and free replacement during

warranty period of 3 years with the result the name of the brand i.e. AUTOCOP is

synonymous with remote central locking and security system.

5

COMPANY PROFILE

AUTOCOP GROUP OF COMPANIES

Autocop Group of company is a US $ 250 million company manufacturing and

marketing security solution with its vast network world over.

The above chart signifies the different segments working under aegis of parent company

Autocop, looking after Manufacturing, Marketing and Servicing of the company working

in close coordination with one another.

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MISSION OF THE COMPANY

“To provide customized electronic security solutions and products while consistently

exceeding consumer expectations through well defined processes undertaken by a team

of committed professionals”.

AUTO FACILITY SECURITY DIVISION

With its name firmly entrenched in the field of automotive security, Autocop has now

ventured into the related field of Facility Security Products. This comprises of latest

generation of CCTVs (both analog and digital), Access Control, Intrusion Alarm

Systems, Video Door Phones, Home Automation Systems, Under Vehicle Scanning

Systems, Boom Barriers, Parking Management Systems, Explosive Detectors, Metal

Detectors and more.

Autocop has many strategic tie-ups with reputed companies around the world. Many of

these companies like LG, Bioscrypt, Paxton, Geovision, Virdi and Hyundai Telecom are

world leaders in their respective fields.

At Autocop Facility Security Division, the best minds and the most experienced

professionals come together to ensure customer-centric solutions, quality installations and

world-class after-sales service. Additionally, under the brand name ‘Autocop’, a broad

range of security systems are also available. All this at highly affordable prices, without

compromising on quality at all. They not only provide the products, but entire solutions,

through their well accomplished and professional sales and technical team. They back the

entire product line with warranty as well.

7

AUTOCOP INDIA PVT. LTD

Established in 1989, AUTOCOP INDIA PVT. LTD. is part of the Autocop Group of

Companies, which has a combined turnover of more than Rs240 crore per annum and

over 2500 employees in its fold.

MISSION OF THE COMPANY

“To maintain leadership position by providing innovative products to the customers with

the best value proposition, combining quality & performance with best value pricing and

to establish winning partnership with our employees, suppliers, collaborators and

customers”.

STRENGTH OF THE COMPANY

One stop shop with very wide range of products

Customer focus

Dedicated workforce

Commitment to excellence

Consistent quality

Pan-India network of offices

Pan-India service set-up

Next-generation technology

Quality and commitment towards after-sales service

Emphasis on customer relationship management

Strategic alliance with reputed companies

8

ACHIEVEMENTS of Autocop India Pvt Ltd:

• Undisputed leader and acknowledged pioneer in the field of electronic state-of-

the-art car security systems, for over 19 years

• Market leader in automotive security, with over 85% market share

• Present in 55 Indian cities and internationally in Malaysia and Singapore

• Tie-ups with leading international brands like Cobra, 3M, Pioneer, etc.

ISO CERTIFICATION

Autocop India Pvt Ltd obtained ISO-9001 certification QASce in the year2000, which

creates a sense of confidence in the mind of customer with regard to the quality of the

product.

MILESTONES

The company has secured approval from various car manufacturing companies viz;

TATA MOTORS, HYUNDAI MOTORS, FORD INDIA, GENERAL MOTORS,

DAEWOO MOTORS, MITSUBISHI LANCER, REVA, SAN MOTORS, HONDA,

FIAT and TOYOTA, for OE fitments.

SALES AND SERVICE NETWORK

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Autocop India Pvt Ltd has penetrated deep into the market. It has wide dealer network

and register its presence in all major cities of the country. Presently the company has

effective dealer network in more than 70 towns in different states in India. The sketch

below provides comprehensive detail of strategic points where the company has

registered its presence.

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Autocop India Pvt Ltd is having wide distribution network with around 3000 dealers

across the country. The company is having 69 service contact points in India. It has 40

regional offices for the purpose of sales and marketing in the country. Autocop India Pvt

Ltd is running 4 factories across the country for the purpose of manufacturing. About

2000 employees are part of Autocop India Pvt Ltd.

MARKET SHARE

MARKET SHARE

84%

16%

AUTOCOP

OTHER

Autocop Remote Car Security System dominates the market with 84% of the market

share.

INTERNATIONAL PARTNERSHIPS

11

The above chart showcases international partnerships of the company representing

remote car security system, audio electronics, manual gear shift locks, car filming and

other car products of international repute.

OVERVIEW OF COMPANY

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Established 1989

World Wide Turnover $250 million

Human Resource 2000 Employees

Manufacturing Ability 4 Factories

Sales & Marketing 40 regional offices

Service 69 Service contact point

Distribution Network 3000 dealers

Registered Office & factory Vilholi, Nashik

Market share 84%

ISO 9001 Certification 2000

Tie up with Pioneer 2004

International Partnerships

o Pioneer

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o Guardian

o Cobra

o 3M

o Onelus

o Autocop Meta System

o Tung thih

Brands

o Pioneer

o 3M

o Scorpio

o Piranha Dx

o Autocop Xs

o Guardian

o Cobra

o Autocop Meta System

o Tung thih

PRODUCT LINE of Autocop India Pvt Ltd

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A comprehensive study of product line of the company is given below.

Autocop India Pvt Ltd product line comprises car remote central locking and security

system, gear shift locks and power windows.

It also markets PIONEER range of incar entertainment equipment – a prestigious range

of audio electronics from Pioneer Corporation.

The company also has in its kitty sole distribution rights for different products

manufactured by 3M India Ltd.

AUTOCOP SECURITY SYSTEM

INDIA PVT. LTD

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A Car Security System is fast becoming the first choice of the customers at the time of

purchasing a new vehicle – and the most popular brand in car security systems –

AUTOCOP easily dominates the market with its vast range of products ranging from

Autocop, Cobra, Scorpion, One Lus are some of the most popular Autocop brands

available in the market. With the increasing number of vehicles on the road, car crime is

also on the upswing. Consequently, the market for vehicle security systems is expanding

and Autocop has become one of the most sought after car accessory today.

Autocop has the market share and the largest dealer network in the country within this

industry. Being pioneer in this field, through its manufacturing and R&D ability at

Nashik, Autocop has been continuously innovating and adapting its product to keep pace

with the changing market trends and also to cater to the ever changing needs and

demands of the customer.

With an all India network of offices, Autocop rank top in terms of: Customer satisfaction,

product quality, after sales service, efficient warranty handling and competitive pricing.

The company is an official supplier of car security system as genuine accessories to

various car manufacturers like FORD, MITSUBISHI, HYUNDAI, MAHINDRA &

MAHINDRA etc. The company is in the process of getting approval from other car

manufacturers. Customers are fully satisfied with fitting procedures, warranty and after

sales service. Thus, Autocop, with its increasing popularity in the after market as well as

OEM market, is surely a name to reckon within the industry today.

Car audio

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Car-entertainment major Pioneer Corporation is riding piggyback on the buoyant car

market in India. The company is upbeat about its growth prospects in the Rs 1,200 crore

in-car entertainment markets and has launched car audio systems specially customized

for the domestic market.

Mr. Akira Haeno, Managing Director, Pioneer Corporation, Japan, and General Manager

of Mobile Entertainment Business Group, after launching the new range of car audio

systems observed that India is an extremely important and strategic market for Pioneer,

having a domestic market of more than one million new cars. The new range will help us

build a wider customer base. The company is targeting both the original equipment

manufacturers and consumer markets to garner a prominent position in the in-car

segment, he added. The new product range will be distributed by Autocop India. The

entire range of Pioneer’s products will be sold through the retail network of over 3,000

authorized dealers and serviced by 67 contact points.

Mission

“To maintain leadership position by providing innovative products to the customers with

the best value proposition, combining quality & performance with value pricing and to

establish winning partnership with our employees, suppliers, collaborators and

customers”

Pioneer products are priced between Rs.5, 990-Rs.15, 490. Pioneer has launched more

than 10 models exclusively for India.

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Mr. Umesh Deshpande, President & CEO, Autocop (India) Pvt. Ltd and Mr. Akira

Haeno, Managing Director, Pioneer Corporation, Japan during the tie up between

Autocop (India) Pvt. Ltd and Pioneer Corporation.

Pioneer is distributed, marketed and serviced through its exclusive tie up with Autocop

India Pvt. Ltd, a $200 million automotive electronics leader. The head units launched are

4 channel High power WMA/MP3/CD players, which offer playback of various digital

music formats including MP3 and Window Media Audio (WMA).

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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 2002.3M is a diversified technology company serving customers and

communities with innovative products and services. Each of the businesses is committed

to make the customers lives easier and better.

The 3M technology solutions expertise has been tried and tested for performance, safety,

value & productivity in markets that include Aerospace, Railways, Highways, Defense,

Security, Mining, Health, Oil & Gas, Telecom and Marine in India and across the globe. 3M in India has manufacturing facilities at Bangalore, Ahmedabad, Pune & Pondicherry

with more than 900 employees. In 2007, 3M India had a turnover of Rs.6189 million

with profits of over Rs.677 million. Over the past years, 3M India has built an

exhaustive list of satisfied customers and a reputation for unmatched quality with over

2500 diverse products serving the following markets:

Industrial

Transportation

Electro and Communications

Healthcare

Display, Graphics & Safety

Protection, Security & Construction

Consumer & Office

3M's wide product portfolio is backed by the guarantee of innovation and performance

that has made 3M popular with millions all over the world. Today, 3M has over a 100

year track record of being one of the most innovative corporations worldwide. Fact is,

half the world's population today enjoys experiencing at least one of 3M's 50,000

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products, either directly or indirectly, every day. So when you choose 3M, you can rest

assured that you have chosen a company that pursues international standards of quality,

reliability and consistency in every product & service detail, providing customer value

like never before.

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WELFARE OF EMOLOYEES

The company has been known for adopting several measures so as to maintain a good

relationship between the management and the employees. Best efforts have also

been made so as to provide congenial working conditions. Following are some of the

points which clarify the company’s position in this regards.

The employees are paid best pay scales and packages available in the industry.

All the field employees are given insurance cover for Rs1 Lac.

The service engineers in the field and the factory workers are provide with

uniforms.

The employees are given incentives and gifts on festivals.

To maintain cordial relationship and sense of belongingness, a monthly get

together meet is held.

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SERVICE TO SOCIETY

In addition to generating jobs and providing livelihood to the people the

management believes in providing service to the society. Some of the services

provided are as follows:-

To create awareness among masses and children in schools regarding Traffic rules

and road safety measures, the company associates itself with the local police in

different states of the country.

Regular blood donation camps are held by the company in association with

NGO’s.

The company had introduced Neighbourhood Watch Scheme.

The company is maintaining parks and green patches to make the environment

more eco friendly.

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FUTURE PLANS AND EXPANSION PROGRAM

The company is in the process of introducing the following products in its plan for

expansion:-

Remote security system for Two Wheeler : Autocop India Pvt Ltd will soon be

launching Remote security system for Two Wheelers. The company will be

manufacturing and marketing under Autocop brand.

Xm LCD Monitors : The company has obtained sole distribution rights for state

of the art Xm LCD Monitors for Cars. The company will also look after servicing

of the product during warranty time. Xm LCD Monitors are available in major

cities and towns and have been well received in the market because of its

captivating looks and clarity. The product will soon be available throughout India.

Home Security Systems : Keeping up its traditions in making innovations and

precision in security systems in four wheelers and two wheelers, the company has

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of late stepped into production and marketing of home security system. The

system is very popular in all developed countries providing fool proof security.

The product is likely to get wide acceptance in India. The upcoming security

systems will find its market in the following segments:

Commercial

Commercial Headquarters, Malls, Multiplexes, IT/ ITES, BPOs, Banks,

Financial Institutions, Schools

Residential & SOHO

Complexes, Townships, Small Offices, High Value Shops, Clubs, Hospitals

Industrial

Factories, Plants

Pharma, Automation industry, Chemical plants, manufacturing units,

warehouses

Government & PSUs

Defence, Railways, R&D Establishments, Shipyards, Airports, Ports, Police

Stations

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STUDY OF VARIOUS DEPARTMENTS OF OPERATIONS

Marketing Department

The marketing department at Autocop India Pvt Ltd. offers efficient coordination with

other department and the market to develop never designs suited to the market trend. It

focuses on developing sales promotion strategies and marketing plans in accordance with

the objectives of the firm.

It is involved in the following activities:

1. Developing marketing objectives.

2. Market segmentation.

3. Market research.

4. Developing product characteristics.

5. Pricing of product.

6. Establishing distribution channel.

7. Advertisement and promotion.

Autocop India Pvt Ltd is having around 86% market share in remote car security system,

in view of its unparalleled quality and efficient after sales service.

Manufacturing Department

The company has a modern manufacturing plant at Nashik, Maharashtra with four

different units where more than 1000 highly skilled workers are employed.

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R & D Department

The R & D Department in Nashik, Maharashtra is in a continuous process of making

innovations to keep pace with latest technology in security solutions by adding new

features.

Accounts Department

The accounts department and Autocop India Pvt Ltd work with the overall aim of

profit maximization of the firm (with customer satisfaction).

It includes in the compliance of the following activities:

1. Preparation of monthly budget on the basis of sales forecasting is done both

party wise and quantity wise.

2. Daily review of transactions to check for compliance with budget parameters

previously established.

3. Clearing of payments on the basis of bills forwarded department.

4. Seeking opportunities for additional income through currency transactions.

5. Maintenance of communication with banks and auditors.

After Sales Service Department

The company has best after sales service available in the industry and it rightly boasts of

it. The company considers its after sales service as very efficient and BACKBONE of

the company. It has 69 service contact points throughout India where highly skilled

technicians are available to take care of any complaint that a customer experiences.

During warranty period of 3 years, defective parts are replaced free of cost. The service is

rendered not only at service points but also at customer’s door step without any charges.

The service engineers have been provided with mobiles and vehicles by the company to

26

facilitate prompt and effective service; whereas most other companies miserably fail to

provide uninterrupted after sale service, Autocop stands atop as a model service provider.

The customer visibly feels satisfied.

Repairs Department

All the 40 regional offices across the country have separate section for repairing different

products received under complaint. These are duly repaired by the company’s technicians

and sent back to the service points for the necessary replacements, however the items

which are not repairable at their end are sent back to Nashik factory.

Logistics/Packaging Department

The company is having well equipped packaging department where the products are

packed in a presentable manner. In turn, the Logistic Department forwards the same

to the desired destinations in bigger cartons.

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RESEARCH METHODOLOGY

SAMPLE SIZE: - The sample size is 60 respondents constituting customers and 15

respondents constituting dealers.

SAMPLING TECHNIQUES: - Technique of Convenience sampling and

Judgemental sampling is used.

TARGET POPULATION:-The target population varied from 18 years to 66 years.

RESEARCH DESIGN: - The research design employed in the study is of

descriptive nature.

INFORMATION ACQUIRING TECQNIQUES:-Information has been

collected using both primary and secondary methods. The information required has

been collected by way of personal interviews structured non-disguised questionnaire in

order to make the surveys interactive.

In addition to the above mentioned sources, secondary sources of information have

been collected through catalogs and reports.

QUESTIONNAIRE DESIGN:-The questionnaire has been designed to cover 12

queries made to customers and 13 queries made to dealers which represent sampling at

random.

DATA COLLECTION: - The data is collected by using survey method. Firstly

questionnaire has been designed and then distributed to different customers in order to

collect the information about the market positioning of Autocop. The questionnaire has

been designed to have required information.

28

DATA RECORDING: -Afterwards distributed questionnaire has been recollected

and then answers have been recorded.

DATA ANALYSIS: - The data collected has been analyzed by means of graphs,

charts using simple averages in order to research more accurately.

29

30

DATA ANALYSIS And

INTERPRETATION

(CUSTOMERS)1. Cars installed with Remote Car Security System.

YES

NO

0%10%20%30%40%50%60%70%80%90%

100%

%age of respondents

1

Response

YES

NO

ANALYSIS & INTERPRETATION

The study comprise of persons who have their vehicles fitted with remote car

security system. All the sixty respondents had their vehicles fitted with remote car

security system.

RESPONSE NO. OF

RESPONDENTS

%AGE

YES 60 100

NO 0 0

TOTAL 60 100

31

2. Brand of Remote Car Security System fitted in your car.

BRANDS NO. OF

RESPONDENT

%AGE

NIPPON 5 8.3

CROSSLINKWHEELS 3 5

MINDA 1 1.7

AUTOCOP 51 85

OTHER 0 0

TOTAL 60 100

8.30% 5% 1.70%

85%

0%0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

90.00%

1

Response

NIPPON

CROSSLINKWHEELS

MINDA

AUTOCOP

OTHER


Major chunk of the sample i.e. fifty one respondents out of a total of sixty had

their vehicles fitted with Autocop brand, however in stray cases i.e. nine

respondents have their vehicles fitted with other brands which have been ignored

in the study.

32

3. Reasons for installation of Remote Car Security System.

REASONS NO. OF RESPONDENT

%AGE

SECURITY REASON 39 76.4CONVENIENCE 6 11.8

FEATURES 6 11.8OTHER REASONS 0 0

TOTAL 51 100

SECURITYREASON

76%

CONVINENCE

12%

FEATURES12%

OTHERREASONS

0%

SECURITY REASON

CONVINENCE

FEATURES

OTHER REASONS


The concern for Security of the vehicle has dominated the other reasons for

installing the remote car security system by around seventy seven percent. It is

followed by Convenience and Features by around twelve percent each.

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4. Source of information regarding particular brand of Security System.

SOURCE NO. OF RESPONDENT

%AGE

FRIENDS 15 29.4ADVERTISEMENTS 8 15.7

DEALERS 28 54.9OTHERS 0 0TOTAL 51 100


The Dealers contribute maximum of imparting awareness and utilities to the

customer i.e.upto fifty five percent while thirty percent are influenced by the

advice of their friends. Advertisement and publicity follow suite by around

sixteen percent.

29.40%

15.70%

54.90%

0%0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

%age of respondents

1

Response

FRIENDS ADVERTISEMENTS DEALERS OTHERS

34

5. Decision taken to buy particular model of Security System.

DECISION NO. OF RESPONDENT %AGE

BEFORE CUMING TO THE

STORE

17 33.3

IN THE STORE 34 66.7

NOT SURE 0 0

TOTAL 51 100

33.30%

66.70%

0%0.00%10.00%20.00%30.00%40.00%50.00%60.00%70.00%

%age of respondents

1

Response

BEFORE CUMING TOTHE STORE

IN THE STORE

NOT SURE


Out of total sample of fifty one respondents, thirty four took the decision in the

store while the balance seventeen were predetermined to buy the particular brand.

Hence we find that few come prepared to install, they are mostly influenced and

persuaded by dealers.

35

6. Price spent on purchase of Remote Car Security System.

PRICE RANGE NO. OF RESPONDENTS %AGEBELOW Rs2000 0 0

BETWEEN Rs2000-Rs3000 29 56.9BETWEEN Rs3000-Rs4000 18 35.3

ABOVE Rs4000 4 7.8TOTAL 51 100

0%

56.90%

35.30%

7.80%

0%

10%

20%

30%

40%

50%

60%

%age of respondents

1

Response

BELOW Rs2000

BETWEEN Rs2000-Rs3000

BETWEEN Rs3000-Rs4000

ABOVE Rs4000


Most of the sample i.e. twenty nine out of fifty one has opted for the base model

which is between Rs2000 to Rs3000; also many i.e. eighteen respondents have

opted for the upper model priced between Rs3000 to Rs4000.

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7. Comments on utility of Remote Car Security commensurate with amount spent.

RESPONSE NO. OF RESPONDENTS %AGE

YES 50 98.04

NO 0 0

CAN’T SAY 1 1.96

TOTAL 51 100

98.04%

0% 1.96%

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%90.00%

100.00%

1

Response

YES

NO

CAN’T SAY


Barring one respondent who was undecisive all the remaining fifty respondents

were sure that the amount spent on Security System commensurate with utility.

37

8. Warranty period of the Remote Car Security System.

WARRANTY PERIOD NO. OF RESPONDENTS %AGE

1YEAR 0 0

3YEAR 51 100

LIFETIME 0 0

TOTAL 51 100

0%

100%

0%0%

20%

40%

60%

80%

100%

120%

1YEAR 3YEAR LIFETIME

Response

%ag

e o

f re

sp

on

den

ts


As Autocop remote car security system comes with three year warranty, so all the

fifty one respondents have identical views.

38

9. Complaints if any.

RESPONSE NO. OF RESPONDENTS

%AGE

YES 5 9.8%

NO 46 90.2%

TOTAL 51 100

YES, 9.80%

NO, 90.20%

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

90.00%

100.00%

YES NO


Major part of the sample i.e. forty six respondents finds no complaints in Autocop

Remote car security system, but in stray cases i.e. five respondents find some

complaints.

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10. Nature of complaints if any.

COMPLAINTS NO. OF RESPONDENTS

%AGE

LESSER RANGE 1 20

DOORS LEFT UNLOCKED 3 60

SIREN BEEPS

AUTOMATICALLY

1 20

ANY OTHER 0 0

TOTAL 5 100

20%

60%

20%0%

LESSER RANGE DOORS LEFT UNLOCKED

SIREN BEEPS AUTOMATICALLY ANY OTHER


Three out of five respondents complain regarding doors remaining unlocked,

while one each complain of lesser range of remote and beeping of siren.

40

11. Rating of company’s after sales service.


%AGE

Very Good 28 54.9

Good 15 29.4

Satisfactory 8 15.7

Poor 0 0

Very Poor 0 0

TOTAL 51 100

54.90%

29.40%

15.70%

0% 0%

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

1

Response

Very Good Good Satisfactory Poor Very Poor


Around fifty five percent respondents thinks that company’s after sales service is

very good, thirty percent respondents feel it is good while around sixteen

respondents finds it satisfactory. The company claims its after sales service as its

back bone and the above graphs projects the rightful claim of the company.

41

12. Rating overall performance of the Remote Car Security System.


%AGE

Very Poor 0 0

Somewhat Unsatisfactory 0 0

Above Average 10 19.6

Very Satisfactory 30 58.8

Excellent 11 21.6

TOTAL 51 100


The overall performance of the Autocop Remote Car Security System is very

satisfactory. While eleven spoke very high about Autocop Remote Car Security System,

thirty rated “very satisfactory”.

Very Poor0%

SomewhatUnsatisfactor

y0%

AboutAverage

20%

VerySatisfactory

58%

Excellent22%

Very Poor

SomewhatUnsatisfactoryAbove Average

Very Satisfactory

Excellent

42

(DEALERS)1. Brand of Remote Car Security System dealers deal in.

BRAND NO. OF

RESPONDENTS

%AGE

NIPPON 0 0

CROSSLINK WHEELS 0 0

MINDA 0 0

AUTOCOP 15 100

OTHER 0 0

TOTAL 15 100

0% 0% 0%

100%

0%0%

20%

40%

60%

80%

100%

120%

Response

%ag

e o

f re

sp

on

den

ts


All the fifteen dealers included in the study deal in Autocop Remote Car Security

System.

.

43

2. Period of dealing in the same brand.

TIME PERIOD NO. OF

RESPONDENTS

%AGE

LESS THAN 1YEAR 3 20

BETWEEN 1 TO 5 YEARS 5 33.33

MORE THAN 5 YEARS 7 46.67

TOTAL 15 100

20%

33.33%

46.67%

0%

10%

20%

30%

40%

50%

%age of respondents

1

Response

LESS THAN 1YEAR BETWEEN 1 TO 5 YEARS

MORE THAN 5 YEARS


Seven out of fifteen dealers are dealing with the particular brand for more than five years

whereas five dealers have been dealing with the particular brand between one to five

years and the balance three have been dealing with the brand less than one year.

44

3. Reasons leading to opt for the same brand of Car Security System.

REASONS NO. OF RESPONDENTS %AGE

QUALITY2 13.33

GOODWILL 4 26.67

SERVICE 8 53.33

CUSTOMER

PREFRENCE

1 6.67

OTHER 0 0

TOTAL 15 100

26.67%

53.33%

6.67% 0%

QUALITY GOODWILL

SERVICE CUSTOMER PREFRENCE

OTHER


Maximum eight out of fifteen respondents hold service as the main criteria for opting

same brand of Car Security System. Four of the respondents observed Goodwill, two

considered quality while one respondent asserted that customer preference prompted

them to opt for the particular brand.

Most of the dealers feel that besides quality of the products, unparalleled after sales

service prompts them to opt for the particular brand.

45

4. Customers asking for a particular brand.


%AGE

YES 11 73.33

NO 0 0

SOMEWHAT 4 26.67

TOTAL 15 100

73.33%

0%

26.67%

0.00%10.00%20.00%30.00%40.00%50.00%60.00%70.00%80.00%

%age of respondents

1

Response

YES NO SOMEWHAT


Seventy four percent of respondents prefer to install remote car security system of their

choice. While the remaining twenty six percent don’t insist for a particular brand

46

5. Convincing the customer to buy the particular brand of Security System.


%AGE

YES 4 26.67

NO 2 13.33

TO SOME EXTENT 9 60

TOTAL 15 100

26.67%

13.33%

60%

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

%age of respondents

1

Response

YES NO TO SOME EXTENT


Nine respondents feel that they are required to convince the customers to some extent,

while four of the respondents confirmed that convincing is required and rest two

respondents feels that convincing is not required.

47

6. Customer response towards brand of Security System.


%AGE

Very Satisfied 12 80

Somewhat Satisfied 3 20

Neutral 0 0

Somewhat Dissatisfied 0 0

Very Dissatisfied 0 0

TOTAL 15 100

0

80%

0

20%

00% 00% 00%0

0.1

0.2

0.3

0.4

0.5

0.6

0.7

0.8

%age of respondents

1 2 3 4 5 6 7 8 9 10

Response


Backed by quality product and good after sales service, dealers find customers

acceptance favorable in as much twelve of respondent’s response was “very satisfied”

and three respondents were somewhat satisfied.

48

7. Support available from the company.

SUPPORT NO. OF RESPONDENTS

%AGE

FREE INSTALLATION 11 73.33

QUANTITY DISCOUNT 4 26.67

ADVERTISEMENT 0 0

EXTENTED WARRANTY 0 0

ANY OTHER 0 0

TOTAL 15 100

73%

27%

0%0%0%FREE INSTALLATION

QUANTITYDISCOUNT

ADVERTISEMENT

EXTENTEDWARRANTY

ANY OTHER


Free installation being provided by the company is taken by the dealer as a good support

and the balance twenty four thought quantity discount as attractive support.

49

8. Company’s response to the inquiries.


%AGE

Very Timely 6 40

Somewhat Timely 5 33.33

Mixed 4 26.67

Somewhat Slow 0 0

Very Slow 0 0

TOTAL 15 100

40%

33.33%

26.67%

0% 0%0%

5%10%15%20%

25%30%35%40%

%age of respondents

1

Response

Very Timely

Somewhat Timely

Mixed

Somewhat Slow

Very Slow


While four respondents had mixed response, five observed that the response was

somewhat timely whereas six respondents held that it was very timely.

50

9. Volume of business accounted by company’s product.

VOLUME NO. OF RESPONDENTS

%AGE

24% or LESS 4 26.67

BETWEEN 25%-49% 10 66.66

BETWEEN 50%-74% 1 6.67

75% or MORE 0 0

TOTAL 15 100

26.67%

66.66%

6.67%0%

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

%age of respondents

1

Response

24% or LESS BETWEEN 25%-49%

BETWEEN 50%-74% 75% or MORE


Sixty seven percent of dealers have asserted that their business volume is accounted at

twenty five percent and above, while twenty six percent had business volume of less than

twenty five percent.

51

10. Satisfaction rate of delivery provided by company.

RESPONSE NO. OF

RESPONDENTS

%AGE

Very Satisfied 9 60

Somewhat Satisfied 5 33.33

Neutral 1 6.67

Somewhat Dissatisfied 0 0

Very Dissatisfied 0 0

TOTAL 15 100

60%

33.33%

6.67% 0%0%

Very Satisfied Somewhat Satisfied

Neutral Somewhat Dissatisfied

Very Dissatisfied


Sixty percent of dealers were very satisfied; thirty three percent were somewhat satisfied

while seven percent were neutral.

52

11. Availability of promotional activities of the company.

RESPONSE NO. OF

RESPONDENTS

%AGE

YES 7 46.67

NO 0 0

SOMEWHAT 8 53.33

TOTAL 15 100

YES, 46.67%

NO, 0%

,SOMEWHAT53.33%


Seven respondents find promotional activities of the company adequate and rest eight

respondents find it somewhat sufficient.

53

12. Other promotional activities envisaged.

PROMOTIONAL ACTIVITIES NO. OF

RESPONDENTS

%AGE

DEMO’s 1 6.67

SPECIAL DISCOUNTS 10 66.67

CATALOG MKT’ng 0 0

BANNERS/BUNTINGS 4 26.67

ANY OTHER 0 0

TOTAL 15 100

DEMO’s, 6.67%

SPECIAL DISCOUNTS,

66.67%

CATALOG MKT’ng, 0%

BANNERS/BUNTINGS,

26.67%

ANY OTHER, 0%

DEMO’s SPECIAL DISCOUNTS

CATALOG MKT’ng BANNERS/BUNTINGS

ANY OTHER


Around sixty seven percent of the dealers feel that company should give more stress on

discounts and twenty seven percent asserted that banners will be useful. While six percent

respondents were in favour of demo’s.

54

13. Rating overall performance of the Remote Car Security System.

RESPONSE NO. OF

RESPONDENTS

%AGE

Very Poor 0 0

Somewhat Unsatisfactory 0 0

Above Average 3 20

Very Satisfactory 6 40

Excellent 6 40

TOTAL 15 100


Six respondents rated overall performance of the Autocop Remote Car Security System

excellent, other six found the performance very satisfactory and one respondent held its

performance above average.

Overall response to the query is more than satisfactory and above with no negative

comments.

0% 0%

20%

40%40%

0%

5%

10%

15%

20%

25%

30%

35%

40%

1

Response

Very Poor

SomewhatUnsatisfactoryAbove Average

Very Satisfactory

Excellent

55

56

FINDINGS

(CUSTOMERS)

1. The study includes customers who have installed Autocop security systems.

2. Most of the sample has opted for Autocop brand; other brands have been

ignored in the study.

3. Security of the vehicle is the main reason for installation of remote car

security system.

4. The dealers contribute maximum of imparting awareness to the customer and

advice of friends & publicity play their little part.

5. Most of the customers are influenced and persuaded by dealers and decide

their purchase in the store.

6. As the base model of Autocop security system is between Rs2000 to Rs3000,

so maximum sample have opted for it.

7. Almost all the sample feels that the amount spent on Security System commensurate

with Utility.

8. Autocop remote car security system comes with three year warranty, so all the

respondents have same answer.

9. Major part of the sample finds no complaints in Autocop Remote car security

system.

10. In stray cases customers find complaints in Autocop Remote car security

system.

11. The company claims it’s after sales service as its back bone and the survey

projects the rightful claim of the company.

12. The overall performance of the Autocop Remote Car Security System is very

satisfactory.

57

(DEALERS)

1. The study entails dealers selling Autocop brand security systems.

2. Most of the dealers are dealing with the particular brand for four to five years.

3. Most of the dealers feel that besides quality of the products, unparalleled after

sales service prompts them to for the particular brand.

4. Good number of customers asks for some specific brand from the dealers.

5. Dealers are normally required to convince the customers giving utilities of

various features.

6. Dealers find customer’s acceptance favorable.

7. Free installation being provided by the company is taken by the dealer as a

good support.

8. Overall observation of the dealers towards response of the company to queries

is satisfactory.

9. Good average of dealers has asserted that their business volume is accounted

at 25percent and above.

10. Dealers have expressed their satisfaction over timeliness of the delivery.

11. The company lacks in promotional activities and needs more inputs.

12. Most of the dealers feel that company should give more stress on discounts

and banners.

13. Overall response to the query is more than satisfactory and above with no

negative comments.

58

LIMITATIONS

While conducting the survey, many deterrent have been faced which acted as a limitation

rather. Had these interventions not been there, the project would have been a much bigger

success than it has actually been. Here are some of the main limitations:-

1. Biased answer by the customers and dealers in certain cases could affect the

authenticity of the survey.

2. Lack of interest and time on part of respondents could have also put its impact

on the study.

3. Some respondents were not cooperative and evaded direct and straight

forward answers to the query.

4. Being a private Limited company the office was not equipped to answer

certain queries and part with important data.

59

SUGGESTIONS

It was a great experience to have executed in depth study of Autocop India Pvt Ltd in

general and it’s marketing strategy in particular. The ever rising graph of the

company’s sale speaks volume of foresightedness and capability of the management

with the result the company has emerged as undisputed leader in car security systems.

I feel there is always scope for betterment. Hence I wish to offer some suggestions

which I sincerely believe, if implemented, shall bring optimum results.

1. Creating awareness: The Company should take requisite measures to

create awareness of its range of product to end users as the company has been

found lacking in publicity and sales promotion activities. The objective can be

accomplished by way of advertisement in print media, electronic media,

banners and buntings.

2. Institutional Sales: The Company should explore more avenues for

institutional sales and OE sales. Besides making arrangement with the

manufacturing company at OE level, these can got fitted at dealers

showrooms.

3. Pricing: Though keeping in view, high cost inputs and no compromise over

quality, the rates fixed look reasonable but in view rates offered by other

players in the market for the same product the company should revise their

rates to combat competition.

4. Looks of Remotes: Company should take measures to keep pace with time

and bring forth attractive remotes, as the consumer not only prefers quality

product but also falls at looks of the remote. Some competitors who have

introduced new and attractive remotes are reaping enhanced sales.

5. Incentives to dealers: The Company should offer more incentives to

dealers by way of cash and quantity discounts to augment sales without credit

liability. The Company can also propose group tours in India and abroad to

dealers meeting or exceeding sales target.

60

6. Exclusive sales outlet: The Company may open exclusive showrooms in

major cities covering all product lines marketed by the company. This leaves a

convincing effect on the consumers regarding reliability of product quality

and pricing.

7. Extended Warranty: The Company should introduce extended warranty

against nominal payment.

8. The company should provide wiring harness/coupler against all brands of

vehicles as normally consumer insists that while fitting security system the

wiring of the vehicle should not be tampered with.

9. The company should ensure more expeditious after sales service.

61

CONCLUSION

The management of Autocop India Pvt Ltd is highly professional and quality

conscious, spearheading to accomplish its sales target. The livewire sales team

has proved its mettle by capturing 84% market share of the product, which in no

way is a mean achievement. The management, however, is not getting complacent

and is striving more assiduously to touch new dimensions in augmenting its sales.

More inputs in promotional activities creating better awareness of existing and

newly launched products, targeting prospective two/four wheeler owners shall pay

rich dividends. Better participation of dealer in sales promotion activities to

induce their interest in more sales by extending incentives.

The claim of the company of its market share appears to be genuine and the

respondents, by and large seem satisfied with the performance of the product and

companies after sales service.

62

project on autocop company

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