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Presented by:-
Akash Singh
Automotive Sector
www.powerpointpresentationon.blogspot.com
STUDY OF BOP AND MINI TRUCK SEGMENT
o Mahindra & Mahindra group is one amongst the big business houses of India.
o The Mahindra Group’s Automotive Sector is in the business of manufacturing and marketing utility vehicles and light commercial vehicles, including three-wheelers
o Mahindra & Mahindra was set up in 1945 as Mahindra & Mohammed.
o The name was changed from Mahindra & Mohammed to Mahindra & Mahindra in 1948.
o Mahindra & Mahindra Limited, the flagship company of the Group, was set up as a franchise for assembling general purpose utility vehicles from Willys, USA.
o The Group exports its products to several countries in Europe, Africa, South America, South Asia and the Middle East.
There are two segments:-
1. Passenger 2. Loading
Passenger segments include - TATA IRIS, TATA VENTURE, TATA WINGER, TATA MAGIC, Mahindra Alfa, TVS king, Bajaj ape, Maruti Omni etc.
Loading segments include - TATA ACE, TATA 207, TATA 407, TATA ACE, Mahindra GIO Compact Truck etc.
Existing
Products
Product- TATA IRIS
Specifications :-Engine - 611 cc- Single Cylinder water cooled diesel engineMaximum Power - 11 HPMaximum Torque - 31 NMTop Speed - 55 kmphGear Box - 4 fwd + 1 reverse (Synchromesh with cable shift)Brakes - Hydraulic Drum TypeTyres - 12” RadialSeating - 4+1Fuel Tank Capacity - 10 Liters
Features:-Hard Steel RoofClear Lens Head Lamps & Tail LampsBS|||Stylish dash board with storage spaceSliding driver seat
Standard
Deluxe
Deluxe
Luxury
Non ACSeating- 12+1/13+1FR 2800WB
Non AC/ACSeating- 12+1/13+1FR 3200WB
Non AC/ACSeating- 12+1/13+1HR 3200WB
ACSeating- 9+1FR 3200WB
TATA WINGER
Price & Variants
COMPETITION
COMPETITION ?TATA IRIS
TATA WINGER ?
TATA IRIS
is bought mostly by Lower – Middle class people whose income ranges from 1,20,000 to 3,00,000 Rs. per year
TATA WINGER
is bought mostly by lower upper middle class and upper middle class people whose income ranges from 3 lakh to 8 lakh Rs/year
Income
Analyzing Usage of the vehicles
TATA IRIS
TATA WINGER
BOP Passenger Templates
Magic D+7
Omni Passenger
Alfa Passenger
GIO Passenger
Analysis of BOP
Analysis of 5 seater and 9+1 seater vehicle
Analysis of customer preference about BOP
Objective
Null hypothesis
Ho = There are no customers in a favor of 5 seating and 9+1 seating
Alternate hypothesis
H1= 60% customer are in a favor of 5 seating and 9+1 seating
H1= More than 60% customer are in a favor of 5 seating and 9+1 seating.
H1-= Less than 60% customer are in a favor of 5 seating and 9+1 seating.
T-test
Correlation
*. Correlation is significant at the 0.05 level (2-tailed).
Most of the customers prefer C.N.G. vehicles in the market
Most of the customers are satisfied with the availability of spares in the market.
There should be at least 4 variants in 9+ seater.
9+ seater should be for professional employee, school, college, tour, hotels and organizational purpose.
9+ seater should be like that where passenger feel comfortable.
Most of the customer who have yearly income more than 3 lakh, they prefer 9+1 seater vehicle.
Product should be as compare to TATA IRIS, TATA WINGER
Cost or price of 9+1 seater should be of between 5 lakh to 7 lakh.
Cost of 5 seater vehicle should be of between 1,70000 to 3 lakh.
Most of the customer who have yearly income between 1,20000 to 2 lakh, they prefer 5 seater vehicle.
5 seater vehicle should be of more earning from which customer could earn at least 12 to 20 thousand Rs./month.
More than 60% customer customers are in favor of 5 seating and 9+1 seating.
For the 3+1 seater vehicle, black and yellow colour are acceptable colour.
There are no competitor of TATA IRIS and TATA WINGER.
There are few information given in the table of BOP templates.
Product
Price
Place
Promotion
4 p’s of marketing
From Classes in first year used in summers:
Marketing theories - 4Ps , Marketing tools
Marketing strategies – Competitor Analysis, Customer Reviews
Product Specification
Consumer Behavior
Marketing Research
From Summer Internship :
Handling Customers and knowing their behaviors practically
Managing relations - Co-ordination between senior and junior, Managing with competitors’ dealers
Time management
Discipline enhancement
Improvement in communication
How to get work done
NO COMPETITOR
Launch new product as compare to TATA IRIS and TATA WINGER
http://www.mahindra.com/OurBusinesses/automobile-manufacturer.html
http://www.mahindra.com/Heritage/History.html
Thank you
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