sales promotion and requirement of buses in school eicher-motors.doc

8/9/2019 Sales Promotion and Requirement of Buses in School Eicher-Motors.doc

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INTRODUCTION

1



INTRODUCTION

Eicher Motors Ltd., incorporated in the year 1982, is a Large Cap company

(having a market cap of Rs 9!9".## Cr.$ operating in %&to sector.

Eicher Motors Ltd. key 'rod&ctsReven&e )egments inc*&de %&tomo+i*e 2

-hee*ers hich contri+&ted Rs 1/#."# Cr to )a*es 0a*&e (91.9 of ota*

)a*es$, )pare 'arts 3 Components hich contri+&ted Rs 14/.#2 Cr to )a*es

0a*&e (/.#9 of ota* )a*es$, )crap hich contri+&ted Rs 4.4" Cr to )a*es

0a*&e (".22 of ota* )a*es$, 5ther 5perating Reven&e hich contri+&ted

Rs 1.!# Cr to )a*es 0a*&e ("."8 of ota* )a*es$, E6port 7ncentives hich

contri+&ted Rs 1.12 Cr to )a*es 0a*&e ("."! of ota* )a*es$, for the year

ending 1ec2"1.

or the :&arter ended ")ep2"14, the company has reported a )tanda*one

sa*es of Rs. 81#."1 Cr., &p 9.9" from *ast :&arter )a*es of Rs. /42.! Cr.

and &p /8. from *ast year same :&arter )a*es of Rs. 4!/.!9 Cr.

Company has reported net profit after ta6 of Rs. 14".98 Cr. in *atest :&arter.

he company;s management inc*&des Mr.M < )&++aiah, Mr.'rateek <a*an,

Mr.'riya =rat, Mr.R L Ravichandran, Mr.) )andi*ya, Mr.)iddhartha La*,

Mr.= >ovindara?an, Mr.@ Ramesh, Mr.La*it Ma*ik, Mr.Manhar @apoor,

Mr.A @rishnan, Mr.)ha?i @oshy, Mr.Manhar @apoor.

Company has e*oitte Baskins 3 )e**s as its a&ditors. %s on ")ep2"14,

the company has a tota* of 2/,1"2,/8 shares o&tstanding.

2



History

Eicher Motors is a commercia* vehic*e man&fact&rer in 7ndia. he companys

origins date +ack to 1948, hen >oodearth Company as esta+*ished for the

distri+&tion and service of imported tractors.7n 19!9 the Eicher ractor

Corporation of 7ndia 'rivate Ltd. as esta+*ished, ?oint*y ith the Eicher

tractor company, a >erman tractor man&fact&rer. 7n 19#" the first tractor

prod&ced in 7ndia as p&t on the market. )ince 19#! Eicher in 7ndia has +een

comp*ete*y oned +y 7ndian shareho*ders. he >erman Eicher tractor as part*y

oned +y Masseyerg&sonfrom 19/", hen they +o&ght " percent. Masseyerg&son +o&ght o&t the >erman company in 19/.

7n 2""! Eicher Motors Ltd. so*d their tractors and engines +&siness to %E

ractors (ractors %nd arm E:&ipment Ltd$ of Chennai, the 7ndian *icencee of

Massey erg&son tractors.

7n 5cto+er 1982 a co**a+oration agreement ith Mits&+ishi for the man&fact&re

of Light Commercia* 0ehic*es as signed in okyo and in the same period the

incorporation of Eicher Motors Limited a*so took p*ace. 7n e+r&ary 199", Eicher

>oodearth +o&ght 2# stake in Enfie*d 7ndia Ltd and +y 199 Eicher ac:&ired a

ma?ority stake (#" e:&ity shareho*ding$ in Enfie*d 7ndia.

7n <&*y 2""8, EML and 0o*vo >ro&ps !"D!" ?oint vent&re 0E Commercia*

0ehic*es (0EC0$ designs, man&fact&res and markets commercia* vehic*es,

engineering components and provides engineering design.

7n <&*y 2"12, EML and 'o*aris 7nd&stries 7nc, )% anno&nced a !"D!" ?oint to

design, deve*op, man&fact&re and se** a f&** ne range of persona* vehic*es.

http://en.wikipedia.org/wiki/Eicher_tractor


http://en.wikipedia.org/wiki/Germany

http://en.wikipedia.org/wiki/Massey-Ferguson

http://en.wikipedia.org/wiki/TAFE_Tractors


http://en.wikipedia.org/wiki/Chennai

http://en.wikipedia.org/wiki/Mitsubishi

http://en.wikipedia.org/wiki/Enfield_India

http://en.wikipedia.org/wiki/Volvo_Group

http://en.wikipedia.org/wiki/Polaris_Industries




http://en.wikipedia.org/wiki/Massey-Ferguson



http://en.wikipedia.org/wiki/Chennai

http://en.wikipedia.org/wiki/Mitsubishi

http://en.wikipedia.org/wiki/Enfield_India

http://en.wikipedia.org/wiki/Volvo_Group

http://en.wikipedia.org/wiki/Polaris_Industries



Indian Automobile Industry

7ndia is an emerging co&ntry ith h&ge potentia*. he domestic economy is no

groing at aro&nd 8-9% per ann&m and 7ndia;s importance in g*o+a* terms is

+eing reinforced +y rapid*y rising e6ports and domestic cons&mption. %t a time

hen n&m+ers of a s*odon and overheating in the 7ndian economy have

started gaining moment&m, the 7ndian r&pee sprang a s&rprise +y p&shing the

>' fig&re past the tri**iondo**ar (42,"",""" crore$ mark.

he a&tomotive ind&stry is at the centre of 7ndia;s ne g*o+a* dynamic. he

domestic market e6panding rapid*y as incomes rise and cons&mer credit +ecomes

more ide*y avai*a+*e. Man&fact&rer;s prod&ct *ines are +eing contin&a**y

e6panded, as is the *oca* a&tomotive man&fact&ring +ase. E6pectation are high

that 7ndia can deve*op as a g*o+a* h&+ for vehic*e man&fact&rers and as an

o&tso&rcing centre that offers the g*o+a* a&tomotive ind&stry so*&tion high &p the

a&tomotive va*&e chain.

7ndia eyes 2! mi**ion a&tomotive ?o+s.

7ndias >' is set to do&+*e over the ne6t decade

7n percentage terms, the a&tomotive ind&strys contri+&tion sho&*d

a*so do&+*e.

7n do**ar terms, the sectors contri+&tion is set to :&adr&p*e to some

F14!+n

-ith the or*d;s second *argest and fastestgroing pop&*ation, there is no

denying 7ndia;s potentia* in +oth economic and pop&*ation terms and the effect it

i** have on the a&to ind&stry in the years to come. he co&ntry is a*ready off to

a good start, ith a e**deve*oped components ind&stry and a prod&ction *eve*

4



of 1 mi**ion fo&rhee*ed vehic*es a year, p*&s a f&rther ! mi**ion to and three

hee*ers.

he a&tomotive ind&stry in 7ndia gre at a comp&ted ann&a* groth rate (C%>R$

of 11.! percent over the past five years, the Economic )&rvey 2"1112 ta+*ed in

par*iament on 2nd <&*y;1" said. he ind&stry has a strong m&*tip*ier effect on the

economy d&e to its deep forard and +ackard *inkages ith severa* key

segments of the economy, a finance ministry statement said. he a&tomo+i*e

ind&stry, hich as p*ag&ed +y the economic dont&rn amidst a credit crisis,

managed a groth of "./ percent in 2"1112 ith passenger car sa*es registering

1.1 percent groth hi*e the commercia* vehic*es segment s*&mped 21./

percent.

7ndian %&tomo+i*e ind&stry can +e divided into three segments i.e. to hee*er,

three hee*er 3fo&r hee*er segment. he domestic tohee*er market is

dominated +y 7ndian as e** as foreign p*ayers s&ch as Bero Bonda, =a?a? %&to,

Bonda Motors, 0) Motors, and )&G&ki etc. Mar&ti dyog and ata Motors are

the *eading passenger car man&fact&rers in the co&ntry. %nd 7ndia is considered

as strategic market +y )&G&ki, Hamaha, etc. Commercia* 0ehic*e market is

catered +y p*ayers *ike E7CBER Motors, %shok Ley*and, 0o*vo, orce Motors,

ata Motors etc.

Key Fats!

I 7ndia ranks 12th in the *ist of the or*ds top 1! a&tomakers

I Contri+&tes ! to the >'

I 'rod&ction of fo&r hee*ers in 7ndia has increased from 9. *akh &nits in 2""

"4 to 88 *akh &nits in 2""1112

I argeted to +e of F 14! =i**ion +y 2"1#

!



I E6ports increased from 88,""" &nits in 2""2" to !,8",""" &nits in 2"1112

"ar#et s$are

Market share of Light commercial vehicles in India.

Market share of Medium and Heavy Commercial Vehicles in India.

#

http://www.wikinvest.com/image/MHCV.JPG

http://www.wikinvest.com/image/LCV.JPG

http://www.wikinvest.com/stock/Eicher_Motors_%28NSE:EICHERMOT%29?action=edit&section=11



Eicher Motors Limited

/



ICHR CO""RCIA& 'HIC&(

he Commercia* vehic*e division as esta+*ished in 198# in co**a+oration ith

Mits&+ishi Motors <apan and is one of the *eading man&fact&rers of commercia*

vehic*es in 7ndia having capacity of man&fact&ring 8,""" Commercia* vehic*es.

he 'rod&ct range inc*&des ! ton, / ton, 9 ton, 11 ton, 1# ton 3 2! ton >0-

categories tr&cks, tipper, trai*ersJ =&s range inc*&des City +&ses, )choo* +&s,

*&6&ry coach, 7ntercity C-C, Aova 2""J Readyose app*ication vehic*es

%ro&nd 8! R +&i*t vehic*es to s&it a diverse range of app*ications.

he man&fact&ring p*ant e:&ipped ith stateofart faci*ities ith stringent

:&a*ity contro* norms practices *ike @aiGen, <&stintime, KM and KC etc.and )tate of the art R3 set &p he*ping the commercia* vehic*es &nit to serve

their c&stomers +etter.

iagram shoing diversifications in vario&s fie*ds +y Eicher Motors

Limited ith their percentage and capita* distri+&tion.

ICHR)( C' *U(IN((

Eicher is the third *argest p*ayer in the 7ndian Commercia* 0ehic*es marketD

8



7t *eads in the LC0 segment ith 2/ market share in domestic !12 cargo

segment in H "/.

7t is gaining moment&m in the BC0 segment ith s&ccessf&* *a&nch of 1#,

2!, ipper and 'assenger segments and 1.8 domestic cargo market share in

H "/ imp*ying a groth of 2.9 in sa*es vo*&me over H "#.

Eicher;s C0 +&siness is e** positioned to tap the inc&m+ent groth in the C0

ind&stry oing to itsD

Esta+*ished track record and strongho*d in LC0 segment

)trong +rand e:&ity, an esta+*ished Marketing and istri+&tion Aetork and

cost competitive R3 and man&fact&ring +ase providing a ready p*atform for foray in BC0 segment.

Eicher the third *argest p*ayer in the ind&stry is e** set to *everage its

dominant presence in LC0 segment to gain significant market share in the fast

groing BC0

(e+ment

-ith the introd&ction of ne prod&cts and &pgrading of e6isting prod&cts across

the range, Eicher poised for higher vo*&mes.

ICHR C' *U(IN(( , AN OUT&OOK

9



Industry on Fast Tra#

I C0 ind&stry (! 3 a+ove$ has gron +y 2!.4 ith !!,/#1 vehic*e s so*d in

H "/ over *ast year.

I 7mproving road infrastr&ct&re creating market opport&nities for high

performance prod&cts.

(tron+ osition in &C' (e+ment

I )trong position in LC0 segment ith market share of 2/ in ! 12 domestic

cargo segment.

I %+sence from )&+ ! category *eaves significant room for f&rther e6panding

the prod&ct portfo*io.I Esta+*ished track record and =rand E:&ity, recogniGed for s&perior prod&ct

:&a*ityspecifications.

Ready lat.orm .or (uess.ul HC' Foray

I )&ccessf&**y *a&nched 1#, 2!, ipper and 'assenger segments ith an

indigeno&s*y designed prod&ct range.

I 0ario&s s&ccess stories in segments and geographies, that o&*d +e rep*icated

pan7ndia ith e6panding sa*es 3 marketing infrastr&ct&re and foc&sed

marketing p&sh.

I Ae prod&cts on the verge of +eing *a&nched, providing significant opport&nity

to capt&re ider spectr&m of the market and e6panding c&stomer segments.

I 7nc&m+ent =rand E:&ity to faci*itate s&ccessf&* foray into *&crative BC0

market.

(ales and "ar#etin+ In.rastruture

I )trong dea*er netork in -est, Centra* and )o&th 7ndia

1"



I )trengthening the dea*ership netork, primari*y to increase geographica*

coverage

I )a*es 3 Marketing set&p as historica**y more foc&sed on LC0. )ignificant

progress made to gear &p the same to cater to BC0 segment.

&o/ Cost "anu.aturin+ and rodut De0elo1ment

I Esta+*ished R3 infrastr&ct&re and proven ski** set.

I 'roven capa+i*ity to deve*op ne prod&cts in short timeframe and at minima*

deve*opment cost, giving cr&cia* time to market and cost advantage.

I Constant*y evo*ving s&pp*y chain management ith ro+&st s&pp*ier +ase.I 5ptimiGed man&fact&ring set&p ith a good mi6 of Make and =&yN.

"ana+ement and n+ineerin+ (#ill (et

I K&a*ified and motivated management ith esta+*ished track record of change

management, +&siness integration and ne prod&ct deve*opment.

I )trong engineering and prod&ct deve*opment ski**s.

rodut Ran+e o. i$er "otors &td2

&ADIN3 TH 4A5 TO ro.itability

Leveraging 2! years of *oca* presence and internationa* 'artnerships to drive

ModerniGation in the 7ndian transportation ind&stry.

r&cks =&ses )pecia* %pp*ications Aon%&tomotive

Engines

11



he Eicher range of =&ses 3 Chassis is a contemporary offering of s&perior

vehic*e performance ith safety feat&res, s&perior comfort and redefined sty*ing.

he range comprises ofD

*uses

Eicher 5ffers a ide range of options in the =&ses. here are to range of =&i*t

&p +&ses )ky*ine 3 )tar*ine ith a seating capacity starting from 1# seater ti**

#! seater. %s per the re:&irement of the c&stomers, Eicher a*so offers a ide

range of chassis starting from a 12 seater capacity ti** the #! seater Capacity.

Eicher +&ses are tr&sted +y the c&stomers for the +est in c*ass f&e* efficiency.

)choo* =&ses

Eicher introd&ced )@HL7AE he irst )afe )choo* =&sN in 7ndia, deve*oped

in association ith 7RE (7nstit&te of Road raffic Ed&cation$ in the year 199#,

there+y pioneering the concept of )choo* =&s. he schoo* +&s specific feat&res

have no +ecome a norm in the ind&stry. %part from +eing safest the pop&*ar

12

http://eicher.in/etb/product-zone.aspx?cat_id=235&cat_name=Buses#Bus

http://eicher.in/etb/product-zone.aspx?cat_id=235&cat_name=Buses#City

http://eicher.in/etb/product-zone.aspx?cat_id=235&cat_name=Buses#Route%20Permit

http://eicher.in/etb/product-zone.aspx?cat_id=235&cat_name=Buses#Staff

http://eicher.in/etb/product-zone.aspx?cat_id=235&cat_name=Buses#School



)ky*ine schoo* +&s is no avai*a+*e in enhanced feat&res, s&perior aesthetics 3

increased passenger comfort.

O

(ta.. *uses

Eicher )ky*ine has made staff comm&tation as comforta+*e as it can +e. %esthetic

s&periority, high passenger comfort 3 Economica* performance has made this

+&s c*ass apart. he faith of c&stomers 3 ind&stry is ref*ected ith the fact that

)ky*ine E6ec&tive as aarded ith C0%po**o %ard 2"1" for LC0P =&s of

the year.

1



City *uses

he *atest offering from Eicher the Rear Engine )emi Lo *oor (RE)L$ +&s

has +een deve*oped in *ine ith the g&ide*ines *aid don +y the Ministry of

r+an eve*opment as app*ica+*e to Mass r+an ransportation needs. his

offering has +een received ith *ot of optimism 3 e6citement +y vario&s )tate

ransport ndertakings, City %dministrations and M&nicipa* =odies across 7ndia.

Eicher a*so offers a ide range of prod&cts in the Mini, Midi and Beavy +&ses for

City =&s ep*oyment. he prod&cts have +een designed to s&it the fre:&ent start

stop d&ty cyc*e of intra city operations.

•

Route ermit *uses

Eicher 5ffers a ide range of chassis for Ro&te permit ()tage Carriage$

dep*oyments. Eicher prod&cts are e** s&ited for the &ni:&e re:&irement of the

ro&te permit app*ication, hich necessitates a fre:&ent startstop operation,

over*oad and r&gged &sage.

14



Tru#s

Eicher man&fact&res a range of Ba&*age (! 1$, ipper (8 to 2!$,

%rtic&*ated ractor (4" $ and )pecia* %pp*ications tr&cks.

Eicher r&cks are +&i*t to de*iver *o Qota* Costof5nership;. he Eicher

ha&*age tr&cks; range inc*&des the E2 '*&s series of !1 Light 3 Medi&m

&ty r&cks (LM$ tagged as Mi*eage @a=adshahN and 0E )eries of &e*

efficient Beavy &ty r&cks (B$ of 1#1. esigned for s&perior

performance ith +etter f&e* economy, higher rated pay*oad and faster

t&rnaro&nd these tr&cks have *o operating cost and, high re*ia+i*ity *eading to

higher profits.

Ti11er

Eicher erra series of 1# 3 2! offer enhanced va*&e to c&stomers in areas

hich are critica* to a tipper operating economics. he )' of Eicher ippers is

their +etter &ptime and p&**ing poer, stronger aggregates, and the a+i*ity to r&n

1!



more n&m+er of trips. erra tippers offer enhanced +enefits hich accr&es from

the res&*ts of e6tensive research done +y the company in the market

&nderstanding of the &sage pattern and vario&s d&ty cyc*e of its operation. he

range makes a significant and positive effect on the operators; prod&ctivity and

profita+i*ity +y offering +etter f&e* economy.

•

%rtic&*ated ractor

Eicher 4".4" (%rtic&*ated ractor$ from the 0E series is +&i*t to e*iver MoreNitted ith C&mmins Engine of 12.! @, Ma6 or:&e of #!" Am and the E8"

gear +o6, the optimiGed poer and tor:&e +enefits come a*ong ith the Bigh &e*

Efficiency, stronger aggregates hich offer high re*ia+i*ity and d&ra+i*ity. he

soft s&spended Ca+in offers higher driving comfort hich means faster

t&rnaro&nd and more trips *eading to higher reven&es. .

(1eial A11liations

Eicher prod&ces an efficient range of )pecia* %pp*ication tr&cks hich have +een

envisioned and deve*oped to s&it the specific re:&irements ofD

1#



)pecia* %pp*ications

Eicher prod&ces an efficient range of )pecia* %pp*ication 0ehic*es hich are &sed

as for vario&s app*ications as roop Carriers, >ar+age ippers, -ater Containers,

Mi*d )tee* Container 3 %m+&*ances.

Eicher %m+&*ance is a state of art van ith a** faci*ities pertaining for an

emergency medica* vehic*e. 0ehic*e is e:&ipped ith on +oard e:&ipments not

?&st for safe and sift transfer of patients +&t a*so for providing emergency

medica* aid.

Mi*d )tee* Container

Ready to &se from day 1, Eicher M) container options are &ni:&e ith respect to

fine engineering design and f*e6i+i*ity re:&irements. Engineered design, ine

orkmenship and r&gged +&t *ight in eight are fe feat&res of Eicher

containers offered ith 18 months of arranty on container.

1/

http://eicher.in/etb/product-zone.aspx?cat_id=236&cat_name=Special%20Applications#Troop

http://eicher.in/etb/product-zone.aspx?cat_id=236&cat_name=Special%20Applications#Mild%20Steel

http://eicher.in/etb/product-zone.aspx?cat_id=236&cat_name=Special%20Applications#Water

http://eicher.in/etb/product-zone.aspx?cat_id=236&cat_name=Special%20Applications#Ambulance



roop Carrier

7ts a+o&t etermination and Con:&ering the spirit, Eicher vehic*es de*iver on

these.

-ater anker

Lo operating cost, efficient and d&ra+*e ater tankers. &**y +&i*t -ater ankers

options avai*a+*e in .! @L, !@L, #@L 3 9@L

18



19



2"



21



s

22



About Volvo Eicher collaboration

Company rofile! "VE C#MME$CIAL VEHICLE% manufactures a range of commercial vehicles &ith

'V( of ) to ** tons. It has been outperforming the industry for the past si+ years. ,he

sales gro&th in its LCV segment has been higher than that of the industry. In technical

and financial collaboration &ith Mitsubishi Motors Corporation of -apan EML started

manufacturing the CA/,E$ range of vehicles in *012 at its plant at ithampur in

Central India. ,he plant is a 3state"of"the"art3 facility &ith an integrated capacity of

around 45555 vehicles per annum.

6asic InformationCompany /ame! VE Commercial Vehicles Ltd. 7A Volvo 'roup and Eicher

Motors 8oint venture96usiness ,ype! Manufacturer Eicher %ells! 'ears 'earbo+ ,ransmission Agriculture 'earbo+

lanetary 'earbo+ A+le ,# 'earbo+ (orm 'earbo+Eicher 6uys! forgings 'ear Cutters

Address! %.V.$oad/umber of Employees! Above *555 eople:ear Established! *0;*Main Markets! *. %outh America 4. Eastern Asia. <. %outheast Asia . =. Africa.. ). /orth America,otal Annual %ales Above >%?*55 Million@actory InformationManagement Certification! I%# 055*!4551 I%#,% *20=0Contract Manufacturing! #EM %ervice #ffered Besign %ervice #ffered 6uyer

2



OR3ANI6ATIONA& (TRUCTUR

24

'allup &orld&ide Head

Head Asian #perations

Managing Birector

India

'M7$esearch9

'M 7Besign operations9

'M7Marketing9

6usinessmanager7$esearch9

6usinessmanager7$esearch9

6usinessmanager7#peration9

6usinessmanager7Marketing9

E+ecutive E+ecutive

E+ecutive E+ecutive

E+ecutive E+ecutive

E+ecutive E+ecutive



*RANCH OFFIC

2!

6ranch Birector

rogramBirector

Assistant rogram Birector

%enior$egional

#fficer

$egional E+ecutive

$egional @ield Controller

@ieldController



De0elo1in+ *rand (trate+ies

he CE metric is a*so a s&perior too* for deve*oping +rand strategies and

tactics that attract the most profita+*e c&stomers. sed as the +asis for

+rand management, segmentation, and positioning, CE s&pports +rand

managers in deve*oping strategies that i** appea* to the most profita+*e

c&stomer segments.

Effective cons&mer messages m&stD

• Di..erentiate convey a +rand promise that c*ear*y sets the

companys prod&cts or services apart from its competitors. his

promise m&st inc*&de an emotiona* component that c&stomers&nderstand.

• 7ite and Ati0ate convey a compe**ing message that i**

overcome cons&mer inertia, perceived risk, and Psitching costP

+arriers.

• Connet esta+*ish or reinforce an emotiona* connection ith

target c&stomers. his serves as the fo&ndation for an end&ring

c&stomer re*ationship.

Companies s&ccessf&**y ac:&ire and retain c&stomers hen they

comm&nicate compe**ing and differentiating +rand promises

promises that the company can de*iver at a** c&stomer to&chpoints.

Companies m&st a*ign their activities and performance to t&rn

transactions into end&ring relationships. Companies that

consistent*y reinforce a +rand promise ith performance or a

c&stomers e6pectations ith great e6periences i** deve*op

end&ring and profita+*e c&stomer re*ationships.

2#



"a7imiin+ Or+aniational er.ormane

>a**&p CE programs are a poerf&* first step for organiGations

seeking +etter financia* performance +y improving c&stomers

emotiona* engagement. 5rganiGations can achieve even greater

res&*ts hen they address a** points on he >a**&p 'ath. >a**&p has

deve*oped integrated, comprehensive performance management

so*&tions that s&pport organiGations in achieving cr&cia* +&siness

goa*s a*ong he 'ath. %*ong ith CE11 programs, >a**&p offers too*s

toD

•

evise and imp*ement an effective organiGationa* performance strategy

• 'rovide e6ec&tive performance coaching for senior *eaders

• Meas&re and improve emp*oyee engagement

• Recr&it and hire or*dc*ass performers

• each a** emp*oyees to identify, dep*oy, and deve*op their

strengths

• Create an o+?ective and easyto&se performance appraisa* and

revie system

• eve*op an effective s&ccession p*anning system

• esign a performance+ased compensation system for a** ro*es

• 7ncrease sa*es force effectiveness

2/



(A&( RO"OTION

(ales 1romotion is one of the five aspects of the promotiona* mi6. (he other 4

parts of the promotiona* mi6 are ad0ertisin+ 1ersonal sellin+ diretmar#etin+ and 1ubliity: 1ubli relations2; Media and nonmedia

marketing comm&nication are emp*oyed for a predetermined, *imited time to

increase cons&mer demand, stim&*ate market demand or improve prod&ct

avai*a+i*ity. E6amp*es inc*&de contests, co&pons, free+ies, *oss *eaders, point of

p&rchase disp*ays, premi&ms, priGes, prod&ct samp*es, and re+ates

)a*es promotions can +e directed at either the c&stomer , sa*es staff,

or distri+&tion channe* mem+ers (s&ch as retai*ers$. )a*es promotions targeted at

the cons&mer are ca**ed onsumer sales 1romotions. )a*es promotions targeted

at retai*ers and ho*esa*e are ca**ed trade sales 1romotions. )ome sa*e

promotions, partic&*ar*y ones ith &n&s&a* methods, are considered gimmicks +y

many.

)a*es promotion inc*&des severa* comm&nications activities that attempt to

provide added va*&e or incentives to cons&mers, ho*esa*ers, retai*ers, or other

organiGationa* c&stomers to stim&*ate immediate sa*es. hese efforts can attempt

to stim&*ate prod&ct interest, tria*, or p&rchase. E6amp*es of devices &sed in sa*es

promotion inc*&de co&pons, samp*es, premi&ms, pointofp&rchase ('5'$

disp*ays, contests, re+ates, and seepstakes.

)a*es promotion is needed to attract ne c&stomers, to ho*d present c&stomers, to

co&nteract competition, and to take advantage of opport&nities that are revea*ed

+y market research. 7t is made &p of activities, +oth o&tside and inside activities,

to enhance company sa*es. 5&tside sa*es promotion activities inc*&de advertising,

p&+*icity, p&+*ic re*ations activities, and specia* sa*es events. 7nside sa*es

promotion activities inc*&des indo disp*ays, prod&ct and promotiona* materia*

disp*ay and promotiona* programs s&ch as premi&m aards and contests.

28

http://en.wikipedia.org/wiki/Promotional_mix

http://en.wikipedia.org/wiki/Advertising

http://en.wikipedia.org/wiki/Sales

http://en.wikipedia.org/wiki/Direct_marketing


http://en.wikipedia.org/wiki/Publicity

http://en.wikipedia.org/wiki/Public_relations

http://en.wikipedia.org/wiki/Competition

http://en.wikipedia.org/wiki/Coupon

http://en.wikipedia.org/wiki/Freebie_marketing

http://en.wikipedia.org/wiki/Loss_leader

http://en.wikipedia.org/wiki/Point_of_purchase


http://en.wikipedia.org/wiki/Premium_(marketing)

http://en.wikipedia.org/wiki/Prize_(marketing)

http://en.wikipedia.org/wiki/Product_sample

http://en.wikipedia.org/wiki/Rebate_(marketing)

http://en.wikipedia.org/wiki/Customer

http://en.wikipedia.org/wiki/Distribution_(business)

http://en.wikipedia.org/wiki/Retailer

http://en.wikipedia.org/wiki/Consumer

http://en.wikipedia.org/wiki/Wholesalers

http://en.wikipedia.org/wiki/Gimmicks

http://en.wikipedia.org/wiki/Promotional_mix


http://en.wikipedia.org/wiki/Sales



http://en.wikipedia.org/wiki/Publicity

http://en.wikipedia.org/wiki/Public_relations

http://en.wikipedia.org/wiki/Competition

http://en.wikipedia.org/wiki/Coupon

http://en.wikipedia.org/wiki/Freebie_marketing

http://en.wikipedia.org/wiki/Loss_leader



http://en.wikipedia.org/wiki/Premium_(marketing)

http://en.wikipedia.org/wiki/Prize_(marketing)

http://en.wikipedia.org/wiki/Product_sample

http://en.wikipedia.org/wiki/Rebate_(marketing)

http://en.wikipedia.org/wiki/Customer

http://en.wikipedia.org/wiki/Distribution_(business)

http://en.wikipedia.org/wiki/Retailer

http://en.wikipedia.org/wiki/Consumer

http://en.wikipedia.org/wiki/Wholesalers

http://en.wikipedia.org/wiki/Gimmicks



)a*e promotions often come in the form of disco&nts. isco&nts impact the ay

cons&mers think and +ehave hen shopping. he type of savings and its *ocation

can affect the ay cons&mers vie a prod&ct and affect their p&rchase

decision. he to most common disco&nts are price disco&nts (on sa*e itemsN$and +on&s packs (+&*k itemsN$. 'rice disco&nts are the red&ction of an origina*

sa*e +y a certain percentage hi*e +on&s packs are dea*s in hich the cons&mer

receives more for the origina* price. Many companies present different forms of

disco&nts in advertisements, hoping to convince cons&mers to +&y their prod&cts.

oint-o.-sale dis1lays!-

• %is*e interr&pterD % sign that ?&ts into the ais*e from the she*f.

• ang*erD % sign that says hen a cons&mer a*ks +y it.

• &mp +inD % +in f&** of prod&cts d&mped inside.

• =idding porta*sD >etting prospects

• >*orifierD % sma** stage that e*evates a prod&ct a+ove other prod&cts.

• -o++*erD % sign that ?igg*es.

•

Lipstick =oardD % +oard on hich messages are ritten in crayon.• AeckerD % co&pon p*aced on the neck of a +ott*e.

• HE) &nitD Pyo&r e6tra sa*espersonP is a p&**o&t fact sheet.

• E*ectro*&minescentD )o*arpoered, animated *ight in motion.

• @ids eat free specia*sD 5ffers a disco&nt on the tota* dining +i** +y offering

1 free kids mea* ith each reg&*ar mea* p&rchased.

• )amp*ingD Cons&mers get one samp*e for free, after their tria* and then

co&*d decide hether to +&y or not.

29


http://en.wikipedia.org/wiki/Fact_sheet


http://en.wikipedia.org/wiki/Fact_sheet



Online deals 0s2 In-store deals

here are different types of disco&nts avai*a+*e on*ine vers&s in the stores. 5n

she*f co&poningD Co&pons are present at the she*f here the prod&ct is avai*a+*e.

S 5n*ine co&poningD Co&pons are avai*a+*e on*ine. Cons&mers print them o&t

and take them to the store.%*tho&gh disco&nts can +e fo&nd on*ine and in stores,

there is a different tho&ght process hen shopping in each *ocation. or e6amp*e,

on*ine shoppers are more pricesensitive +eca&se of the readi*y avai*a+*e *o

search cost and direct price comparisonsN. Cons&mers can easi*y go to other

e+sites and find +etter dea*s as opposed to physica**y going to vario&s stores. 7n

addition, +&yers tend to refrain from p&rchasing +on&s packs on*ine +eca&se of

the skepticism (of fra&d and scams$ that may come ith the dea*. )ince T+on&s

packs are more diffic&*t than price disco&nts to process on*ine, they are more

diffic&*t and effortf&* for the cons&mer to &nderstandN. or e6amp*e, a +&yone

getonefree dea* on a e+site re:&ires more ork than the same +on&s pack

offered in a store. 5n*ine, cons&mers have to dea* ith payment processing,

shipping and hand*ing fees, and days aiting for the prod&cts; arriva*, hi*e in a

store, the prod&cts are avai*a+*e itho&t those additiona* steps and de*ays.

"

http://en.wikipedia.org/wiki/Comparison_shopping_website






Trade sales 1romotion te$ni<ues

• rade a**oancesD short term incentive offered to ind&ce a retai*er to stock

&p on a prod&ct.

• ea*er *oaderD %n incentive given to ind&ce a retai*er to p&rchase and

disp*ay a prod&ct.

• rade contestD % contest to reard retai*ers that se** the most prod&ct.

• 'ointofp&rchase disp*aysD sed to create the &rge of Pimp&*seP +&ying

and se**ing yo&r prod&ct on the spot.

• raining programsD dea*er emp*oyees are trained in se**ing the prod&ct.

• '&sh moneyD a*so knon as PspiffsP. %n e6tra commission paid to retai*

emp*oyees to p&sh prod&cts.

rade disco&nts (a*so ca**ed f&nctiona* disco&nts$D hese are payments to

distri+&tion channe* mem+ers for performing some f&nction .

Retail "e$anis

Retai*ers have a stock n&m+er of retai* mechanics that they reg&*ar*y ro** o&t or

rotate for ne marketing initiatives.

• =&y 6 get y free a.k.a. =5>5 for =&y 5ne >et 5ne ree

• hree for to

• =&y a :&antity for a *oer price

• >et 6 of disco&nt on eekdays.

• ree gift ith p&rchase

Consumer T$ou+$t roess

"eanin+.ul (a0in+s! 3ain or &oss

1

http://en.wikipedia.org/wiki/Buy_One_Get_One_Free

http://en.wikipedia.org/wiki/Buy_One_Get_One_Free



Many disco&nts are designed to give cons&mers the perception of saving money

hen +&ying prod&cts, +&t not a** disco&nted prices are vieed as favora+*e to

+&yers. herefore, +efore making a p&rchase, cons&mers may eigh their options

as either a gain or a *oss to avoid the risk of *osing money on a p&rchase. %gainN vie on a p&rchase res&*ts in chance taking. or e6amp*e, if there is a

+&yonegetoneha*foff disco&nt that seems profita+*e, a shopper i** +&y the

prod&ct. 5n the other hand, a *ossN viepoint res&*ts in cons&mer aversion to

taking any chances. or instance, cons&mers i** pass on a +&ythreegetone

ha*foff disco&nt if they +e*ieve they are not +enefitting from the dea*.

)pecifica**y, cons&mers i** consider their options +eca&se Tthe sensation of

*oss is 2.! times greater than the sensation of gain for the same va*&eN.

Im1ulse *uyin+

7mp&*se +&ying res&*ts from cons&mers; fai*&re to eigh their options +efore

+&ying a prod&ct. 7mp&*se +&ying is any p&rchase that a shopper makes that has

not +een p*annedT Uand isV s&dden and immediateN. or e6amp*e, if a cons&mer

has no intention of +&ying a prod&ct +efore entering a store, +&t p&rchases an

item itho&t any foretho&ght, that is imp&*se +&ying. 'rod&ct man&fact&res antto promote and enco&rage this instant p&rchase imp&*se in cons&mers. =&yers can

+e very :&ick to make p&rchases itho&t thinking a+o&t the conse:&ences hen a

prod&ct is perceived to +e a good dea*. herefore, sa*es companies increasing*y

imp*ement promotiona* campaigns that i** +e effective in triggering cons&mer

imp&*se +&ying +ehaviorN to increase sa*es and profit.

olitial issues

)a*es promotions have traditiona**y +een heavi*y reg&*ated in many advanced

ind&stria* nations, ith the nota+*e e6ception of the nited )tates. or e6amp*e,

the nited @ingdom former*y operated &nder a resa*e price maintenance regime

2

http://en.wikipedia.org/wiki/United_States

http://en.wikipedia.org/wiki/United_Kingdom

http://en.wikipedia.org/wiki/Resale_price_maintenance

http://en.wikipedia.org/wiki/United_States

http://en.wikipedia.org/wiki/United_Kingdom

http://en.wikipedia.org/wiki/Resale_price_maintenance



in hich man&fact&rers co&*d *ega**y dictate the minim&m resa*e price for

virt&a**y a** goodsJ this practice as a+o*ished in 19#4.

Most E&ropean co&ntries a*so have contro*s on the sched&*ing and permissi+*e

types of sa*es promotions, as they are regarded in those co&ntries as +ordering

&pon &nfair +&siness practices. >ermany is notorio&s for having the most strict

reg&*ations. amo&s e6amp*es inc*&de the car ash that as +arred from giving

free car ashes to reg&*ar c&stomers and a +aker ho co&*d not give a free c*oth

+ag to c&stomers ho +o&ght more than 1" ro**s.

http://en.wikipedia.org/wiki/Unfair_business_practices


http://en.wikipedia.org/wiki/Unfair_business_practices




R(ARCH O*=CTI'(

4



R(ARCH O*=CTI'

o identify the area of sa*es promotion of Eicher Motor Ltd.

he main o+?ective of cond&cting research is to identify the marketing

strength and eakness of Eicher Motors.

%nother o+?ective is to ?&dge profita+i*ity and marketing so&ndness of the

Eicher Motors.

o ana*yGe the so&ndness of the company ith the he*p of marketing

management too*s.

o st&dy the trends and reasons for deviation.

Market mapping of Eicher motors

o &nderstand the C&stomer satisfaction *eve*

Market %na*ysis of Eicher Motor Ltd.

C&stomer eed+ack

!



R(ARCH "THODO&O35

#



R(ARCH "THODO&O35

DATA CO&&CTION IN(TRU"NTD

5&r data co**ection method is interrogativecomm&nication

st&dy in form of 'ersona* 7nterviesN thro&gh :&estionnaire

s&rvey.

(A"&IN3 "THOD!

)&rvey )amp*ing

Random samp*ing

)ystematic samp*ing

)tratified samp*ing

Convenience samp*ing

<&dgment samp*ing

(A"& D(CRITION!

'rimary ata is co**ected from K&estionnaire s&rvey.

)econdary data is co**ected from internet and ?o&rna*s.

DATA ANA&5(I( "THOD!

/



0aria+*es are deve*oped to capt&re respodent fee*ings and

emotions ith respect to their attit&de toards E7CBER M55R)

prod&cts and services.

(CA&IN3 TCHNI>UD

)ca*e of 1 to ! rating is &sed in hich

1. E6treme*y dissatisfied.

2. issatisfied

. Aeither satisfy nor dissatisfy

4. )atisfy

!. E6treme*y satisfy

FINDIN3( AND ANA&5(I(D

"a?ority o. t$e ustomers /ere <uite satis.ied /it$ t$e!

• Eicher Light Commercia* 0ehic*es,

• 'rices of LC0s,

• )horoom e6perience ith dea*ers,

• )ervicing of LC0s,et

Furt$er t$e study $i+$li+$ts t$e .ollo/in+ dra/ba#s!

• C&stomers ere :&ite &pset ith the BC0 M55R).

• )ervicing of BC0s is +e*o par,

8



• )pare parts are not avai*a+*e easi*y and c&stomers ere

compe**ed to

•

ait.

• Mechanics hand*ing BC0s *acked ski**s and e6pertise.

• -orkshop are not in center of city, they are in far off areas.

• 'rices of spare parts are very high as compare to competitors

*ike ata and %shok Ley*and,

• he prod&ct *ife of the vehic*e is very *ess,

• he strength of the ca+in +ody is misera+*e,it;s ?&st *ike a

f*ying coffin,

• )afety orthiness of Eicher vehic*es are very *o, and

• 5ther va*&e added services of the company are mere*y

avai*a+*e at fe se*ected p*aces.

• Cons&mer are *ess aare of e6tra faci*ities provided +y

company.

9



CU(TO"R( (ATI(FACTION! -

)atisfaction is the *eve* of persons fe*t state res&*ting form comparingfrom comparing a prod&ct perceived performance in re*ation to persons

e6pectationsN.

h&s satisfaction *eve* is a f&nction of the difference +eteen perceived

performance and e6pectations. % c&stomer co&*d e6perience one of their

=road *eve*s of satisfaction.

a. 7t performance fa**s short of e6pectations the c&stomers to

dissatisfied.

+. 7t performance matches the e6pectations the c&stomers is

satisfied.

c. 7f performance e6ceeds the e6pectations the c&stomer is

Bigh*y )atisfied.

or c&stomer centered companies c&stomers satisfaction is +oth a goa* and

a marketing too*.

o**oing are the methods of tracing and meas&ring c&stomer;s

satisfaction.

a. Comp*ain 3 s&ggestion system.

+. C&stomer;s satisfaction s&rveys.

c. Lost c&stomer ana*ysis.

4"



he :&estioner as given +y >a**&p organiGation itse*f and e have to fi** &p it +y

the Be*p of ea*ers 3 C&stomers. ea*ers data+ase is provided +y >a**&p itse*f 3

e have to do the h&nting of the c&stomers in any of the p*aces.

DATA ANA&5(I( @

INTRRTATION

41



).1 'eop*e +&y ater coo*ed mode*s +eca&se they are ignorant a+o&t merits of air coo*edmode*s.

No2 o. Res1ondents B

a+*e Ao. 1

(tron+ly a+ree B; E

"oderately a+ree G;

Neit$er a+ree nor disa+ree ;

"oderately disa+ree J;

(tron+ly disa+ree E; E8

Fi+2 E

"ean li#ert ratin+ J28

42

Moderately

disagree 749

*4D

%trongly

disagree 7*9

<2D

%trongly

agree 7)9

42D

/eitheragree nor

disagree 7<9

*4D

Moderately

agree 7=9*=D



7nferenceD

&i#ert ratin+ o. J2 and o1tion /ise brea# u1 o. t$e Res1onse bot$ s$o/s

+eneral disa+reement to t$e 1ro1osed statement2

%ccording to dea*ers perception a+o&t the c&stomer +&ying ater coo*ed sets, amidst

avai*a+i*ity of good aircoo*ed sets, ignorance, is not the reason +ehind it rather, it as

*earnt there are many +arriers +ehind it. he most prominent areD 'sycho*ogica* =arrier

and 'erceived techno*ogica* deficiency. 'eop*e fee* aircoo*ed sets create pro+*ems in the

*ong r&n, *ike oi* spi**age, overheating, diminishing performance etc. &rther ater

coo*ed sets do have some inherent pro+*ems ith it +&t peop*e are acc&stomed to it and

consider it as safe +et against aircoo*ed ones.

=&t it as a*so fo&nd o&t that aircoo*ed sets are fair*y pop&*ar among ind&stries and

corporate for they re:&ire *itt*e care from the operators.

4



).2. 'eop*e ask for most advertisedp&+*iciGed visi+*e mode*s.


a+*e Ao. 2

(tron+ly a+ree B; J8

"oderately a+ree G; E

Neit$er a+ree nor disa+ree ; G

"oderately disa+ree J; E

(tron+ly disa+ree E;

Fi+2 J

"ean li#ert ratin+ G2J

44

/eitheragree nor

disagree 7<9

1D

%trongly

disagree 7*9

*=D

Moderately

disagree 749

4D

Moderately

agree 7=9

45D

%trongly

agree 7)9

)2D



In.erene!

Likert rating of 4.2 and on*y 1# of moderate and strong disagreement against the

statement s&ggests overhe*ming acceptance of the proposed statement.

Boever d&ring the s&rvey it as *earnt that visi+i*ity creates the most poerf&* impact in

the engine market, rather than advertising and p&+*icity. 'eop*e have herd menta*ity and

prefer to +&y +rand and mode* visi+*e in the vicinity. R&ra* fo*ks have conservative

mindset and they ant a Qsec&re; +&y rather than vent&ring ith an &nknon +rand in the

market.

4!



).. 'eop*e +&y +eca&se of price rather than anything e*se.


a+*e Ao.

(tron+ly a+ree B;

"oderately a+ree G; E

Neit$er a+ree nor disa+ree ; B

"oderately disa+ree J; G

(tron+ly disa+ree E; JB

Fi+2


7nferenceD

&i#ert ratin+ o. J2 and only J% 1eo1le a+reein+ to t$e statement s$o/s ma?ority o.

1eo1le don)t buy beause o. 1rie2 Ho/e0er t$ere is a ni$e o. 1eo1le in e0ery re+ion

/$o buy 1urely .or 1rie2 T$ere are around -% ustomers in a re+ion buyin+ 1urely

.or 1rie /$ile JB-J% 1eo1le #ee1 1rie $i+$ on t$e 1riority o. .ators in.luenin+

t$eir buyin+ deision2

4#

Moderately

disagree 749

1D

/either

agree nor

disagree 7<9

*5D

Moderately

agree 7=9

42D

%trongly

agree 7)9

2D

%trongly

disagree 7*9

)5D



).4. C&stomers come ith predetermined mode* and +rand to +&y.


a+*e Ao. 4

(tron+ly a+ree B; J

"oderately a+ree G; EE



(tron+ly disa+ree E; B

Fi+2 G

"ean li#ert ratin+ G

7nferenceD

&i#ert ratin+ o. G and G% o. 1eo1le moderately and stron+ly a+reein+ to it s$o/s

t$at 1eo1le ome /it$ 1redetermined brands and models to buy2

4/

Moderatelyagree 7=9

44D

/either

agree nor

disagree 7<9

*5D

Moderatelydisagree 749

2D

%tronglydisagree 7*9

*5D

%trongly

agree 7)9

)4D



).#. yo& get s&fficient margin in sa*e.


a+*e Ao. #

(tron+ly a+ree B; 9

"oderately a+ree G; 8


"oderately disa+ree J; E

(tron+ly disa+ree E; E8

Fi+2


7nference

Likert rating of 2.# ith !# of peop*e c*ear*y not agreeing to the statement, shosidespread resentment amongst dea*ers, regarding the margin they get in sa*es. 7t as a*sorevea*ed d&ring the s&rvey that @ir*oskar dea*ers get 4! margin, ie*d Marsha* dea*ersget 4 margin, op*and dea*ers get 89 margin, Eicher dea*ers get #/ margin,

@isan 3 president dea*ers get ! margin. >enera* e6pectation of dea*ers is that theysho&*d get 1"12 margin in sa*e, so that they co&*d +ear the cost of fie*d activities andservicing.

)./. yo& get ade:&ate incentives and non monetary +enefits, *ike 49rave*ingopport&nities, to promote the +rand yo& are dea*ing in.


a+*e Ao. /

(tron+ly a+ree B;

"oderately a+ree G; EG

Neit$er a+ree nor disa+ree ; E


(tron+ly disa+ree E; JB

49

Moderately

disagree 749

45D

%trongly

disagree 7*9

<2D

%trongly

agree 7)9

*1D

Moderately

agree 7=9

*2D

/either

agree nor

disagree 7<9

*5D



Fi+2

"ean li#ert ratin+ J2G8

7nferenceD

Likert rating of 2.48 ith !" dea*ers strong*y disagreeing and !# moderate*y 3strong*y disagreeing, hi*e 42 strong*y and moderate*y agreeing to the statements,denotes, different e6pectation of dea*ers from concerned +rand oners. -hereas @ir*oskardea*ers get target incentive, op*and dea*ers get target disco&nt and ie*d Marsha*distri+&tor get gifts *ike, .0., 0.C.'., Refrigerators etc, on target f&*fi**ment.

Many dea*ers get trave**ing opport&nities, once or tice a year. Boever this is not the point of contention and many fe*t they o&*d +e happy if s&ch to&rs are organiGed once into years, so that they too may save their precio&s time.

).8. Ho& are +rand *oya* and i** stick to the +rand yo& are dea*ing in.


a+*e Ao. 8

(tron+ly a+ree B; JJ

"oderately a+ree G;

Neit$er a+ree nor disa+ree ; 9


!"

%trongly

disagree 7*9

)5D

Moderately

disagree 749

2D

/either

agree nor

disagree 7<9

4D

%trongly

agree 7)9*=D

Moderately

agree 7=9

41D



(tron+ly disa+ree E; 9

"ean li#ert ratin+ 2B

7nference

Likert rating of .! s&ggest reservations of dea*ers in admitting their +rand *oya*ty.h&s, dea*ers are not s&re if they o&*d stick to the +rand they are dea*ing in. this shosthe e6tent of &ncertainties in this segment of sa*e.

!1

%trongly

disagree 7*9*1D

Moderately

disagree 749

2D

/either

agree nor

disagree 7<9

*1D

Moderately

agree 7=9

*=D

%trongly

agree 7)9==D



).9. yo& i** change the +rand, for higher margin, ith simi*ar sa*es potentia*.


a+*e Ao. 9

(tron+ly a+ree B; E

"oderately a+ree G; EB

Neit$er a+ree nor disa+ree ; G


(tron+ly disa+ree E; EE

Fi+2 9

"ean li#ert ratin+ 28

!2

%trongly

disagree 7*9

44D

/either

agree nor

disagree 7<9

1D

Moderately

disagree 749

2D

%trongly

agree 7)9

<=D

Moderately

agree 7=9

<5D



R%A@ 7A 5RER 5 C5M'E75R) 5 @7RL5)@%R

Table No. 10

R%A@ =R%A '57A)

E Field "ars$al EE

J i$er B

As$o# leyland G

G Cummins

B 'is$al *$arat JG

ra#as$ JJ

To1land E

8 Cro/n EJ

9 Atul EE

9 A?it EE

9 Us$a EE

EJ "erury 9

'erception of e6tent of competition given +y other +rands to @ir*oskar.

!



Fi+2 E

'erception of e6tent of competition given +y other +rands to ie*d Marsha*

!4

#I/,%

@ield Marshal

<<D

Eicher

*2D

Ashok leyland

*5D

Cummins

0D

Vishal 6harat

;D

rakash

2D

,opland

=D

Cro&n

<D A8it

<D Atul

<D

Mercury

<D

>sha

<D



a+*e Ao. 11

R%A@ =R%A) '57A)

E Kirlos#ar 8J

J To1land E

(atya?it JJ

G Anil EB

B Indra?it 8

"erury

(onnet

ro+ressi0e

9 *$arat B

'erception of e6tent of competition given +y other +rands to ie*d Marsha*.

Fi+2 EE

'erception of e6tent of competition given +y other +rands to op*and

a+*e Ao. 12

!!

Mercury

<D

%onnet

<D

Indra8it

=D

Anil

;D

,opland

40D

%atya8it

*5D

rogressive

<D 6harat

4D

Eirloskar

<0D



R%A@ =R%A) '57A)

E Kirlos#ar 8

J Field "ars$al

"erury

ra#as$

'erception of e6tent of competition given +y other +rands to op*and.

Fi+2 EB

'erception of e6tent of competition given +y other +rands to Eicher

!#

Mercury

*)D

@ield Marshal

<5D

rakash

*)Dirloskar

=5D



a+*e Ao. 1

R%A@ =R%A) '57A)

E Kirlos#ar E

E Field "ars$al E

To1land 8

G Anil G

B (onnet

(atya?it J

'erception of e6tent of competition given +y other +rands to Eicher

Fi+2 E

'erception of e6tent of competition given +y other +rands to

sha

!/

@ield Marshal

4;D

Eirloskar

4;D

%atya8it

)D%onnet

1D

Anil

**D

,opland

44D



a+*e Ao. 14

R%A@ =R%A) '57A)

E Kirlos#ar JG

J Field "ars$al EJ

*$arat B

G To1land G

B ra#as$

(onnet J

'erception of e6tent of competition given +y other +rands to sha

Fi+2 EG

'erception of e6tent of competition given +y other +rands to %shok Ley*and

!8

@ield Marshal

4=D

6harat

*5D

rakash

2D,opland

1D%onnet

=D

Eirloskar

=1D



a+*e Ao. 1!

R%A@ =R%A) '57A)

E Kirlos#ar

J Tata J

Cummins E

Fi+2 EB

'erception of e6tent of competition given +y other +rands to C&mmins

!9

,ata

<<D

Cummins*;D

irloskar

)5D



a+*e Ao. 1#

R%A@ =R%A) OINT(

E Kirlos#ar

J As$o# &eyland J

Tata E

Fi+2 E

'erception of e6tent of competition given +y other +rands to remaining +rands

#"

Ashok

Leyland

<<D

,ata

*;D

irloskar

)5D



a+*e Ao. 1/

R%A@ =R%A) OINT(

E Kirlos#ar J

J Field "ars$al J

To1land E9

G ra#as$ E

G (atya?it E

G (2A Ti+er E

Har0est 9

ro+ressi0e 9

9 (onnet 8

9 'arun 8

Fi+2 E

Meas&re of =rand poer of each +rand

Assumin+ ea$ dealer rates $is brand as number one in t$e territory t$e brand 1o/er o.

indi0idual brands $as been alulated based on t$e same 1re0ious .ormula2

#1

%atya8it

1Drakash

1D

%.A ,iger

1D

Harvest

;D

rogressive

;D

%onnet

2D

Varun

2DEirloskar

*0D

@ieldMarshal

*2D

,opland

*)D



a+*e Ao. 18

=rands 'oints gained +y ondea*ers

(%$

'oints given +y other dea*ers

(=$

=rand poer

(%W=$

Kirlos#ar G EB B8

Field "ars$al J9 EB GGG

i$er BG B EEE

Us$a 8 EE 89

To1land J E8 EG

As$o# leyland 9 GB

Cummins 9 G G

Ot$ers JJ E8 GE8

Fi+2 E8

=rand order in Ra?asthan

E2 Kirlos#ar J2Field "ars$al 2To1land G2i$er B2Us$a 2As$o# &eyland 2 Cummins2

#2

=<54;0

)= ;1 <4 0 0 4<4

*)2

*2)

); ** *51 <2 <=

*12

5*55455<55=55)55255;55

i r l o

s k a

@ i e l d M a r s h

E i c h e

r

> s h a , o p l a n

A s h o

k l e y l a

n

C u m

m i n # t h e r

s



A.ter om1letin+ t$e tar+eted <uestioner I .ound t$at! -

(atis.ation &e0el o. ustomers .or i$er Dealers

0

10

20

30

40

50

60

70

Yes

No

(atis.ation &e0el o. ustomer .or i$er

#



0

10

20

30

40

50

60

70

0

!0

100

Yes

No

*rand &oyalty

#4



0

10

20

30

40

50

60

#ei$ht

Oi% Co&s'm(tio&

)od"

*%%

##



#/



RCO""NDATION( AND (U33(TION(

#9



RCO""NDATION(

K&a*ity of BC0 sho&*d improve.

)pare parts sho&*d +e made more easi*y avai*a+*e.

'rod&ct :&a*ity and its *ife sho&*d improve.

Competition *eve* is very high so company sho&*d foc&s on marketing.

)ervices centers sho&*d increase and sho&*d +e in center and approca+*e p*ace.

ry to p&sh sa*es of BC0.

0a*&e added faci*ities *ike Eicher 5n Road (E5)$, night service, f*eet softare,etc. sho&*d +e made avai*a+*e everyhere.

/"



*I*&IO3RAH5

/1



*I*&IO3RAH5

*oo#s!

ona*d R. Cooper, 'ame*a ). )chind*er(2""$, =&siness ResearchMethodsN,ata Mc>raBi**.

Roger . =*acke**, 'a&* -. Miniard, <ames . Enge*(2""1$, Cons&mer =ehaviorN, 0ikas '&+*ishing Bo&se.

@ot*er, 'hi*ip 3 Xa*tman, >era*d (<&*y 19/1$. P)ocia* Marketing 3 )a*es

'ropmotion D %n %pproach to '*anned )ocia* ChangeP. Journal of Marketing B ($. pp. 12.

4ebsites!

httpDtr&cks.eicheror*d.com

/2

http://trucks.eicherworld.com/

http://trucks.eicherworld.com/



>U(TIONNAIR

Name!

Address!

Tele1$one No2!

-mail!

Fa7!

1.or ho many years yo& are in this +&siness

2.'*ease indicate the range of engines yo& are dea*ing in

a$"14B' +$1!4"B' c$Y4"B'

.Rank in order , the range of engines contri+&ting to yo&r sa*e d&ring *ast three years.

a$"14B' +$1!4"B' c$Y4"B'

0o* . vo* . vo* .

lease ans/er t$e .ollo/in+ <uestions /it$ s1ei.i re.erene to t$e ran+e o. EB-G$1 en+ines on

4.-hich type of engines are avai*a+*e ith yo& in this range.a$air coo*ed +$ater coo*ed c$+oth

!.'*ease indicate the price range in hich 1!4" hp engines are avai*a+*e.

Rs R) Rs

/4



#.7s there any other dea*er in yo&r territoryZ

Hes no

7f yes, then p*ease name them,

1[[[[[[[[[[[[[[[[[[[[[[ 2[[[[[[[[[[[[[[[[[[[[[[ [[[[[[[[[[[[[[[[[[[[

/.1'*ease rank in order the name of competitors in yo&r territory.

1TTTTTTTTTTTTTT 2TTTTTTTTTTTTT.. TTTTTTTTTTTTT..

4TTTTTTTTTTTTT..

!TTTTTTTTTTTTT..

/.2 -hy peop*e prefer the +rand yo& are dea*ing in against other +rands avai*a+*e in the market

/. hy do peop*e +&y the Ao. 1 +rand

8.'*ease e6p*ain the kind of strategy adopted +y yo& to se** i.e., competitive pricing,infringement,+orroed from the companys po*icy.e.g.Dcredited market s&pport +y the company fie*d activities

9.'*ease e6p*ain ho do yo& manage infringement.

1".'*ease , e6p*ain ho do yo& perceive f&t&re of yo&r prod&ct in market.

/!



11.-hat are the arranty after sa*es service contract avai*a+*e ith yo& Z

12 . -hat are the terms for financing avai*a+*e ith yo& Z ( +anks financia* instn. private $

(UR'5 OF N3IN (A&(

A%ME

%RE))

C5A%C 'ER)5A

lease reat to t$e .ollo/in+ statements on t$e +i0en sale about t$e brand you are dealin+

in2Here

Estron+ly disa+ree

Jmoderately disa+ree

neit$er a+ree nor disa+ree

Gmoderately a+ree

Bstron+ly a+ree

1$'eop*e +&y ater coo*ed mode*s +eca&se they are ignorant a+o&t merits of aircoo*ed mode*s.

([$ ([$ ([$ ([$ ([$E J G B

2$ 'eop*e ask for most advertisedp&+*iciGed visi+*e mode*s

([$ ([$ ([$ ([$ ([$E J G B

/#



$'eop*e +&y +eca&se of price rather than anything e*se.

([$ ([$ ([$ ([$ ([$E J G B

4$C&stomers come ith predetermined mode* and +rand to +&y.

([$ ([$ ([$ ([$ ([$E J G B

!$Ho& most of the times change the decision of the c&stomers.

([$ ([$ ([$ ([$ ([$E J G B

#$Ho& get s&fficient dea*ership margin in sa*e.

([$ ([$ ([$ ([$ ([$E J G B

/$Ho& get ade:&ate incentives and non monetary +enefits, *ike trave**ingopport&nities, to promote the +rand yo& are dea*ing in.

([$ ([$ ([$ ([$ ([$

E J G B

8$Ho& are +rand *oya* and i** stick to the +rand yo& are dea*ing in.

([$ ([$ ([$ ([$ ([$

E J G B

9$Ho& i** change the +rand , for higher margin , ith simi*ar sa*es potentia*.

( $ ( $ ( $ ( $ ( $

sales promotion and requirement of buses in school eicher-motors.doc

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