International School of Business & MediaPune, MaharashtraMahindra Truck and Bus Division Project TitleDeveloping and Driving ffective Sales Pro!otionalStrategies for Tapping Potential Market for Mahindra BusesProject "eport Su#!itted on partial fulfil!ent of the re$uire!ents %or the a&ard of The Master's Degree in Business (d!inistration)( T*+ ,(" %-.. TIM P"+/"(M I0 M(0(/M0T1Su#!itted B23-!ang (rora"oll 0o456768Batch3975:35;Developing and Driving Efective SalesPromotion Strategy for Tapping Potential Market for Mahindra Buses AcknowledgementThe internship opportunity I had with Mahindra Bus and TruckDivision was a great chance for learning and professionaldevelopment Therefore! I consider myself as a very luckyindividual as I was provided with an opportunity to "e a part ofit I amalsograteful for havingachancetomeet somanywonderful peopleandprofessionalswholedmethoughthisinternship periodBearing in mind previous I am using this opportunity to e#pressmy deepest gratitude and special thanks to Mr Mano$ %andge&'rea Business Manager( )*M+ Mr ,anoo Sagar &)egionalManager( Pune+ who in spite of "eing e#traordinarily "usy withhis duties!took time out to hear!guide and keep me on thecorrect path and allowing me to carry out my pro$ect at theiresteemed organi-ation and e#tending during the trainingI e#press my deepest thanks to .Mr 'poorv /ain0! for taking partin useful decision 1 giving necessary advices and guidance andarranged all facilities to make life easier I choose this momentto acknowledge his contri"ution gratefullyIt is my radiant sentiment to place on record my "est regards!deepest sense of gratitude to Mr 2ar"ha$an Singh! Mr ShishirSharma! for their careful andpreciousguidancewhichweree#tremely valua"le for my study "oth theoretically andpracticallyI perceive as this opportunity as a "ig milestone in my careerdevelopment I will strive to use gained skills and knowledge inthe"est possi"leway! andI will continuetoworkontheirimprovement! in order to attain desired career o"$ectives 2opeto continue cooperation with all of you in the future!Sincerely!3mang 'roraPlace4 PuneDate4 5(67(8659INDEX

Topic Page No.Introduction to the topic 5(:'utomotive industry worldwide ;(9'utomotive industry in India (8:Mahindra and Mahindra limited 8;(8;=It eventually saw"usiness opportunity in e#panding into manufacturing andselling larger M3Ps! starting with assem"ly under licence of theCillys /eep in India Soon esta"lished as the /eep manufacturersof India! thecompanylater commencedmanufacturinglightcommercial vehicles &%JPs+ andagricultural tractors Today!Mahindra1Mahindra is akey player intheutility vehiclemanufacturingand "randingsectorsin the Indianautomo"ileindustrywithitsAagshipMahindraU3P966andusesIndiaKsgrowingglo"al market presencein"oththeautomotiveandfarming industries to push its products in other countries*ver the past few years! the company has taken interest in newindustries and in foreign markets They entered the two(wheeler industry "y taking over Oinetic Motors in IndiaMahindra 1Mahindra! "randed on its products usually asKMahindraK! producesS3Ps! salooncars! pickups! commercialvehicles! andtwowheeledmotorcyclesandtractors Itownsassem"ly plants inIndia! MainlandJhina&P)J+! the3nitedOingdom! and has three assem"ly plants in the 3nited StatesMahindra maintains "usiness relations with foreign companieslike )enault S'! BranceM1M has a glo"alpresence.and its products are e#ported toseveral countries Its glo"al su"sidiaries include MahindraEurope "asedinItaly! Mahindra 3S'Inc! Mahindra South'fricaand Mahindra &Jhina+ Tractor Jo %tdMahindrastartedmakingpassenger vehicles ?rstlywiththe%ogan in 'pril 8667 under the Mahindra )enault $oint ventureM1M will make its maiden entry into the heavy trucks segmentwith the Mahindra Truck and Bus Division! the $oint venture withInternational Truck! 3S'Mahindraproducesawiderangeof vehiclesincludingM3Ps!%JPsandthreewheelers Itmanufacturesover86modelsofcars including larger! multi(utility vehicles like the Scorpio andthe Bolero It formerly had a $oint venture with Bord called BordIndia Private %imited to "uild passenger carsAutomo$ile Assem$ly Plants Bangalore! Oarnataka! India o Mahindra e8o Jhakan! Maharashtra! India o Mahindra Ma##imoo Mahindra U3P966o Mahindra Pik(3po SsangSong )e#ton 2aridwar! 3ttarakhand! India o Mahindra Bolero Iasik! Maharashtra! Indiao Mahindra Tharo Mahindra Uyloo Mahindra Vuantoo Mahindra Boleroo Mahindra Scorpioo Mahindra Pik(3po Mahindra Peritoo Mahindra U3P966%ahindra Truck and 2us Division%ahindra Truck and 2us Division! formerly called MahindraIavistar Mahindra International! is an Indian commercialvehicle manufacturer formed in 8669 froma $oint(venture"etween Iavistar International &;>L+ of the 3nited States andIndianautomo"ilemaker Mahindra1Mahindra&95L+It has"eendemergedintoMahindra1Mahindraltdand"ecameaseparate divisionThe 5>$,ectiveo( thestudy:'s part of themarketingmi#! promotionincludes all activities that involvecommunicatingwiththecustomer a"out theproduct andits"ene?ts andfeatures *nceacompanyhas workedontheproduct and price elements! it is time to start a conversationwiththeconsumer a"out theproduct This includes raisingawareness through diferent mediums to increase sales! as wellas to create and foster "rand loyalty#Enhancing AwarenessThe primary o"$ective was to create more awareness of variousproducts of Mahindra in the Bus segment and also to tell thema"out our cutting edge innovation in Engine through J)Dengine that has direct and measura"le impact on mileage andperformance of the vehicle!reating InterestThe aim here is to identify a need that the product ful?ls andmake sure that the customer recogni-es this need assomething that is unful?lled for themProviding In(ormation2eretheaimistogivenecessaryinformationregardingtheproduct! its "ene?ts! features and usage to the consumer3ni@uefeaturesand"ene?tshaveto"ee#plained Thenewfeature on the e#isting product has "een highlighted1timulate DemandThecompanyseekstoenhanceitssalesthroughpromotionBecause of the fall in the salesthan usual! the aim here is to getthem "ack up to target level "y re(engaging old customers andencouraging new ones to try a product out In other instances!the aim may "e to increase sales further at certain times of theyear suchas near ama$or holiday Breedemonstrations orspecial deals may "e used to reach these endsDi=erentiate product's the company has many competitor in the market the uni@uefeatures which Mahindra "uses ofer has to "e e#plained so thatthe product can "e diferentiated with the other "rands productThefocushereremainsonthosefeatures! functionalitiesor"ene?ts that may not "e ofered "y a competitor or may not "eofered so well*ein(orce the 2rand*ne "asic aim of a promotional activity is to further strengthenthe "rand and its place in the marketThis helps turn a ?rsttimepurchasesintoalifetimepurchaser Thiscanalsohelpcreate advocates for the product from within the customer "ase1cope o( the 1tudyThe scope of the study encompassed reaching out to e#istingcustomers and to e#ploit potential markets and penetrate intountapped areas It also involved Market Segmentation andanticipating and creating a demand across the "elowcategories4 Jorporate 2ousesXJompanies Individual Aeet owners Schools and JollegesThisinvolvedgiving%IPEdemosof thevariousproductsandoferings of Mahindra Buses! Jompetitor comparison!)oadshows and colla"oration with various events for display ofMahindra products#imitations4) #imited data!E11The research process has four distinct yet interrelated steps for research analysis It has a logical and hierarchical ordering4:YDetermination of information research pro"lem;Y Development of appropriate research design9Y E#ecution of research design*1 IN T/E 1T@DAInterviewer errorThereisinterviewer"iasinthe@uestionnairemethod *pen(ended@uestionscan"e"iased"ytheinterviewerEsviewsorpro"ing! as interviewers are guiding the respondent while the@uestionnaire is "eing ?lled out The attitudes the interviewerrevels to the respondent during the interview can greatly afecttheir level of interest andwillingness toanswer openly 'sinterviewers! pro"ingandclari?cations ma#imi-erespondentunderstanding and yield complete answers! these advantagesare ofset "y the pro"lems of prestige seeking! socialdesira"ility and courtesy "iases*espondent errorTherespondentsselectedto"einterviewedwerenotalwaysavaila"leandwillingtocooperatealsoinmost casestherespondentswerefoundtonothavetheknowledge! opinion!attitudes or facts re@uired additionally Data Analysis$servation 3 !onclusion