Comparative Analysis of Gm s Tavera With Mahindra s Scorpio and Toyota s Innova

RESEARCH PROJECTOn

“COMPARATIVE ANALYSIS OF

GM'S TAVERA WITH MAHINDRA'S

SCORPIO AND TOYOTA'S INNOVA”

Submitted as a partial fulfillment of the requirement for the award of

Master of Business Administration

UNDER THE GUIDANCE OF SUBMITTED ByMr. GAURAV BAJPAYEE HEERANDRA PRATAP SINGH SR.FACULTY. (MBA) MBA IVTH SEM.SITM LUCKNOW (0812370036)

SAROJ INSTITUTE OF TECHNOLOGY AND MANAGEMENT

LUCKNOW (2008-2010)

PREFACEPREFACE

This project report has been prepared with the objective for the

fulfillment of the degree of master's in business administration, a requisite

requirement.

The report contains all the finding deducted during the analysis process. The

title of the project is “COMPRATIVE STUDY COMPARATIVE ANALYSIS

OF GM'S TAVERA WITH MAHINDRA'S SCORPIO AND TOYOTA'S

INNOVA

It consists of research work conducted, tabulation & analysis of data

collected, which ends in the effective & impressive suggestion & conclusion.

I hereby divided this Project Report into different sections in which contain

different information’s about the COMPARATIVE ANALYSIS OF GM'S

TAVERA WITH MAHINDRA'S SCORPIO AND TOYOTA'S INNOVA details

about my project work.

ACKNOWLEDGEMENT

A large number of individuals have contributed directly and indirectly in this

project. I am thankful to all of them for their help and encouragement.

MY sincere gratitude to Dr. D.N.MISHRA (H.O.D.), and all the M.B.A.

faculty of SAROJ INSTITUTE OF TECHNOLOGY AND MANAGEMENT,

LUCKNOW for their support in completion of this project.

I express my gratitude to MR. GAURAV BAJPAYEE who has

through his vast experience and knowledge has been able to guide me, both

ably and successfully towards the completion of the project.

I express my sincere thanks to my parents & friends for their constant

support and suggestions to accomplish my goals.

Last but not the least I thank God for his love and grace that enabled me

to complete this project.

(DHANANJAY KUMAR)

TABLE OF CONTENTS

PrefacePreface

AcknowledgementAcknowledgement

Certificate of the project Certificate of the project

SECTION - A

Executive summary

SECTION - B

Industry background

TOYOTA INNOVA

CHEVROLET TAVERA

MAHINDRA SCORPIO

SECTION - C

Research Methodology

SECTION - D

Analysis

findings

Suggestion

conclusion

limitation

Bibliography

NAME OF TOPIC : COMPARATIVE ANALYSIS OF GM'S TAVERA

WITH MAHINDRA'S SCORPIO AND TOYOTA'S INNOVA

OBJECTIVES:

The main objective of the study is to get the market position of GM, TOYOTA

and MAHINDRA. For this I have to do the comparative analysis of GM’s

Tavera with Mahindra’s Scorpio and Toyota’s Innova.

So marketing approaches oSTP – segmentation, targeting and positioning,

distribution, advertising, advertising budget, sales, pricing, branding, potential

market, features of the product are some of the points which I have taken as

the basis of comparison.

To assess the overall market position of Tavera, Innova and Scorpio.

To conduct a survey on a sample selected from the entire population of

the customers and dealers in LUCKNOW region. Proper understanding

and analysis of dealers and customers.

To analyze the results of the survey conducted with the help of

statistical tools.

To recommend some remedies to the respective companies in order to

overcome competitive strategies of competitors.

To also analyze some of the marketing activities of companies like

advertising, pricing, distribution, targeting and positioning.

To study the market share of all the seven cars including their

competitive strategies.

ABOUT THE TOPIC

TOYOTA INNOVA – the Qualis’ replacement is a multi-purpose vehicle that

Toyota hope will appeal a vast range of customers, especially those whose

priority are comfort, space and reliability. The Innova is much larger in the

flesh. It is in fact 80 mm longer than a scorpio. It looks nothing like its UV

(utility vehicles) rivals despite sharing a gene pool.

CHEVROLET TAVERA – Tavera is a new generation multi utility vehicle. It

has been localized heavily in India to keep the price down. Tavera is having a

smart, conservative looks, a blend between a SUV – special utility vehicle, an

MUV – multi utility vehicle and an MPV.

MAHINDRA SCORPIO – “TO MAKE A CAR BETTER THAN MOST CARS,

WE DECIDED NOT TO MAKE A CAR”

The idea of this world class vehicle was born in 1996. Scorpio was designed

completely in house by Mahindra, has been one of the major success stories

in the last two years. It has the looks and rugged appeal of a proper SUV –

special utility vehicle, with a distinctly MUV like price tag, a decent interior a

good pair of engines.

Research Methodology

Research Design : Exploratory Research

Sample size : 100

Sampling Technique : Simple Random sampling

Methods for Data Collection : Case study, Survey

Analysis Tools Used : Tabulation, Graphs & Charts

INDUSTRY

&

COMPANY

PROFILE

COMPARATIVE ANALYSIS OF THE TAVERA, INNOVA AND

SCORPIO

Customer’s response

This chapter deals with the analysis TAVERA, INNOVA & SCORPIO. It

consists of the analysis of the following:

Driving force when the customers opted for their car.

Type of relation ship marketing

Important features of car according to customers.

Source of information that influenced customers to buy the car.

What are the other brands from which customers searched for

information?

Psychological factors involved in buying the car.

Factors that influenced buying behavior.

Satisfaction level of customers.

Preferences of customers while making purchase decision.

Comparison of value chain of all the 7 cars.

Overall satisfaction derived by the customers.

Replacement of car.

Effective advertising or not.

Influencing power of advertisement.

Who is Market leader in these 7 cars according to customers?

NOW BEFORE STARTING THE ANALYSIS PART OF THIS STUDY IT WILL

BE WORTHWHILE TO EXPLAIN SOME THING ABOUT TAVERA, INNOVA

AND SCORPIO –

Tavera.

New Tavera. To drive your business ahead.

It makes a lot of business sense to choose the new Tavera. To start with, it

gives an amazing mileage of 14.3 kmpl* overall and a phenomenal 20.1 kmpl*

on highways. Thanks to its 'Ergomax' seating with flexible options, you can

pamper your customers by providing them unmatched space and comfort. A

host of thoughtful features like a Noise Vibration Harshness (NVH) package

for silent interiors and an advanced suspension setup for a smooth ride make

every journey special. The Tavera Elite is also easy to maintain and has

economical spares. In every way, a car that is a pleasure to own.

CHEVROLET TAVERA – Tavera is a new generation multi utility vehicle. It

has been localized heavily in India to keep the price down. Tavera is having a

smart, conservative looks, a blend between a SUV – special utility vehicle, an

MUV – multi utility vehicle and an MPV.

SUV – because of the pretty rear and two tone paint

MUV – because of its boxy shape

MPV – because of the short, sloping bonnet.

Sitting on 15 inch alloys, the Tavera’s smooth, rounded styling is a well

balanced design. Space and practicality is where the Tavera shines: it is very

roomy, with lots of leg room and width.

Features of Tavera –

Superior Performance

The 2.5 litre direct injection insta-torque turbo diesel engine eliminates turbo

lag. It means no power loss, no idling, and no waiting after starting and before

shutting down. The car responds in a flash, and the excellent low-end torque

ensures that you won’t have to change gears often even in city traffic. What’s

more, the robust engine gives a superior mileage of 14.3 kmpl* (overall) and

COMPARATIVE ANALYSIS OF GM'S TAVERA WITH MAHINDRA'S

SCORPIO AND TOYOTA'S INNOVA 20.1 kmpl* (highway driving).

Easy Maintenance

The Tavera Elite costs less to maintain and has economical spares. It has a

long oil period (at intervals of 10,000 km) and comes with a 5-year/1.5 lac km

engine warranty* in addition to the standard warranty 2-year/50,000 km

warranty on the car.

Comfort

From flexible seating options, effective air-conditioning, easy entry and exit to

more legroom and headroom, an advanced suspension setup and silent

interiors, the Tavera leads the way in comfort.

Total Safety

Your family's safety means the world to us. At GM, we're constantly employing

radical technology to give you cars that redefine safety standards. The Tavera comes

with a reassuring line-up of features that do exactly that.

Powerful Ventilated Front Disc Brakes for better stopping power.

Load Proportioning Valve for brake force distribution.

Body-on-frame construction

Passenger Cell with Front Crumple Zones.

Side-impact Beams in all side doors.

Robust bonnet construction with reinforced webbing support

Child Safety Locks on rear Door and Power Window Locks.

Wider tyres add to smooth riding experience and better road grip.

Clear multi-reflector headlamps ensure better visibility at night. The wrap-

around rear combination lamps add to better visibility for other road users.

Rear defogger and wash wiper system for better visibility during rains and

foggy weather conditions.

Wider Outside Rear View Mirrors.

Large, wide-view windshield provides excellent driver visibility.

Fuel tank with metal guard & anti-chip paint protection.

Fuel spillover check valve in case of rollover

Steel Bumpers

Technical Specifications.

ENGINE

Engine Type 2.5L Direct Injection Turbo Diesel

Displacement (cc) 2499

Max. Output Ps/rpm 80 / 3900

Max. Torque kgm/rpm 19 / 1800

No. of Valves/OHC 8

Fuel Type Diesel

Compression Ratio 18.5 : 1

TRANSMISSION, DIMENSION, WEIGHT

Transmission 5-speed Manual

Length (mm) 4435

Width (mm) 1680

Height (mm) 1765

Wheel Base (mm) 2685

Track (Fr/Rr) (mm) 1445/1420

Ground Clearence (mm) 184#

Fuel Tank Capacity (litres) 55

Gross Vehicle Weight (kg) 2335-2375

Kerb Weight (kg) LS - 1585, LT - 1640 / 1660, SS - 1660

CHASSIS

Tyre 205/65 R15

Turning Radius (m) 5.6

Brakes (FRONT) Ventilated Disc & Caliper

Brakes (REAR)Drum, Leading - Trailing (Self

Adjusting)

Suspension (REAR) Semi-elliptical Leaf Spring

Suspension (FRONT)Double Wishbone with Independent

Torsion Bar Spring & Anti-roll Bar

TOYOTA INNOVA – the Qualis’ replacement is a multi-purpose vehicle that

Toyota hope will appeal a vast range of customers, especially those whose

priority are comfort, space and reliability. The Innova is much larger in the

flesh. It is in fact 80 mm longer than a scorpio. It looks nothing like its UV

(utility vehicles) rivals despite sharing a gene pool.

Innova’s greatest strength, without doubt lies inside. Spacious, well appointed,

comfortable and well equipped, its everything you want in a car of this class.

The Toyota Innova. The Innova is a result of a unique process that has

broken new grounds in the way automobiles are created. The Innova brings

together qualities never before seen together in an automobile. Fantastic ride

quality and luxury coupled with versatile space; superior performance and

driving pleasure with world class safety, advanced styling with solid durability.

Design :: Innovative Design A sleek sedan with ground clearance of an MPV

The Innova successfully holds eight people inside, and the attention of all others

outside. Wherever you drive the Innova, admiring glances, faster heartbeats and

envious stares are bound to follow.

See the Design of Luxury Innova.

Not only sedan but also

MPV, INNOVA has higher

height, road clearance to

drive through rough road

and versatile usability. It

can also carry many

passengers comfortably.

Global Trend

Grand Style

Right Size

Wide & Low Design

Sporty and curved monoform design

Cutting edge aerodynamics

Panoramic Windows

3-dimensional front

Semi-concealed wiper

Experience new Innova's exteriors.

The 3-dimensional front

grille not only adds to the

impressive look but also

provides efficient airflow

3-dimensional front grille

Superior multi reflector headlamps

Fog Lamps

Side Protection Molding

Distinct rear combination lamp

Rear Wipers

Grip type door handle

to the rear. Large chrome emblem in front

Chrome rear garnish

Large tyre and alloy wheels

Towering Height

Smart Design

Better Visibility

Explore the space of the Luxury Sedan.

Surrounding Cabin

Ergonomically designed instrument panel

Tilt Steering

Power door locks

High quality seat

Advanced meter

Sunglass holder and Personal lamps

The cabin is not just wide.

From the front to third row

seats, they are all

designed to gently

surround the passengers,

enabling them to enjoy

the drive together.

Door bottle holder

Shift console

Rear console

Large Armrest Console Box

Mobile Charger

Glove Box

Big Cargo Space

Easy Access cabin

Two tone colour interior - Relaxing colour tone

Explore the space of the Luxury Sedan.

From the colour co-

ordination and feel to the

looks and utility aspects,

Breathtaking dashboard

Air Vents for every row

Independent Airconitioner

Wood grained instrument panel

Versatile Seating (7 Passenger)

Versatile Seating (8 Passenger)

Stretch out in total comfort (7 seater)

the dashboard of the

Innova is a stunner in

itself. There's a great

balance between storage

space and the

ergonomically designed

and attractive instrument

panel which makes

driving.

Enough Space for passengers and luggage for

a weekend trip

High quality 2 din Audio System with CD, and

MP3

Surround Sound with 6-Speakers

Adjustable driver's seat

Adjustable passengers seat

Saddle type headrests

Chrome Plated door inside handle

Electric Outer Mirror

View Innova's safety equipment

The unique Global

Outstanding Assessment

(GOA) body was

GOA Body

SRS Airbags (Driver & Passenger side)

Large Disc Brakes (Front only)

ABS

LSPV (Load Sensing Proportion Valve)

Collapsible steering column

High Rigidity Frame

developed to Toyota's

own safety standards,

which exceed those of

most countries of the

world. The crumple zone

and high integrity cabin,

reinforced with energy

absorbing materials, help

to minimize injury to

passengers.

Soft upper interior

3 point seatbelts for every rows

Passenger Cabin Protection

Side door impact beams

Seat Belt warning light

Rear window defogger

Theft Deterrent System (Immobilizer)

Wireless door-lock integrated key

Child protector locks

See why Innova has build in performance from start.

The newly developed

engine uses the latest

common-rail technology

D-4D common-rail diesel engine

VVT-I Petrol (gasoline) engine

Cutting edge aerodynamics

Coil spring double wishbone front suspension

The newly designed rear 4-link suspension

Impactful Wheels

High minimum ground clearance

for superior performance

and exceptional fuel

efficiency. This 2.5 L

(2494 cm3/cc) engine

specially tuned for Indian

conditions, generates

75kW(102PS)/3600 rpm

of power and

200Nm/1400-rpm

Lower Turning Radius

MAHINDRA SCORPIO – “TO MAKE A CAR BETTER THAN MOST CARS,

WE DECIDED NOT TO MAKE A CAR”

The idea of this world class vehicle was born in 1996. Scorpio was designed

completely in house by Mahindra, has been one of the major success stories

in the last two years. It has the looks and rugged appeal of a proper SUV –

special utility vehicle, with a distinctly MUV like price tag, a decent interior a

good pair of engines.

Technical specifications -

Engine & Transmission Choices Turbo

2.6

Turbo

2.6

DX

Sportz Turbo

2.6

SLX

SZ 2600 Plus Turbocharged Intercooled

Diesel Engine(BS II)

• • •

2.6 Litre Turbocharged

Intercooled ,Common Rail Diesel Engine

(BS III)

• • • •

Optional : Borg-Warner Electric 4WD

System(7 Seater,BS II only)

•

Safety Turbo

2.6

Turbo

2.6

DX

Sportz Turbo

2.6

SLX

Collapsible Steering column & side

intrusion beams

• • • •

Crash protecting crumple zones & child • • • •

locks

Fire resistant upholstery • • • •

Rear Wash & Wipe • • •

Protective side cladding • •

Rear demister •

Adjustable intermittent wipers •

Voice assist function, vehicle security

system & remote locking / unlocking

Luxury Turbo 2.6 Turbo

2.6

DX

Sportz Turbo

2.6

SLX

Heating , Ventilation & AC with

Rear Vents

• • • •

Fabric & Vinyl combination seats • • •

Black Leather seats •

Full Fabric seats •

ORVM manual remocon , power

windows & swivel interior lamp

• • •

centre arm rests : 2nd row seats • • •

cassette Player ,AM /FM Radio ,

Stereo with 4 Speakers.

•

Individual arm rests on 1st row • •

seats

'Follow Me Home' headlamps &

illuminated footboards

•

Theatre Style interior illumination

with lit front footwells

•

Appearance Turbo

2.6

Turbo 2.6

DX

Sportz Turbo

2.6

SLX

Styled steel wheels • • •

Roof -top ski Racks • •

Side decals , bonnets stripes

& side - window blackout

•

Two tone dashboard in Grey •

Fully colour keyed two -tone

interiors & exteriors

•

ConvenienceTurbo

2.6

Turbo 2.6

DX

Sportz Turbo 2.6

SLX

Power steering , fuel lid

opener & side step

• • • •

Power windows & central

locking

• • •

Seating Turbo

2.6

Turbo

2.6

Sportz Turbo

2.6

DX SLX

9 Seater • •

8 Seater • • • •

7 Seater • • •

RESEARCH

METHODOLOGY

METHODOLOGY

Some of the steps of research methodology -

1) Defining the problem -The research objective states comparison of Tavera

with Innova and Scorpio. The objective of the research is to derive the opinion

of dealers and customers. The objective was to compare Tavera with Innova

and Scorpio.

2) Research plan: Once the problem is identified, the next step is to prepare

a plan for getting the information needed for the research. Information will be

derived fro both the customers and the dealers. The present study will adopt

the exploratory approach. The project was very tedious at some places.

3) Collection and Sources of data: Market research requires two kinds of

data, i.e., primary data and secondary data. Being a firm in the

ADVERTISING industry, data gathering will involve usage of both primary and

secondary data though there will be an extensive usage of primary data. Well-

structured questionnaires were prepared.

4) Analyze the collected information: This involves converting raw data into

useful information. It involves tabulation of data and using statistical

measures. Some of the statistical tools like correlation, regression, and chi

square method is used.

METHODS OF ENQUIRY

In this project I have divided my study in three phases –

1st phase is of dealer’s questionnaire and the 2nd phase is of customer’s

questionnaire. I had contacted 12 dealers in LUCKNOW region – 5 dealers of

TOYOTA, 4 of TAVERA and 3 of Scorpio

The dealers and customers were interviewed through questionnaires.

Questionnaire was designed in such a manner so as to get the real situation

of the market.

Addresses of the dealers are taken from the websites of their respective

companies and customers were contacted on general places like malls and

parking spaces. Dealers straightly denied disclosing the database of their

customers.

In some questions respondents have to rate, rank their responses and in

some questions respondents have to just tick the option they like. So the

analysis will be both quantitative and qualitative.

Some of the data was also collected from the net like addresses of dealers

and some other information like technical features of the car. In this way

secondary data was collected.

Responses of the customers were collected and they were separated on the

vehicle they are having. Questionnaire is having open as well as close-ended

questions. There are some questions to which customers hesitate to respond

or they don’t have any idea about the answer, these questions are given

some options so that customers can easily respond to these questions.

The customers and dealers rated technical features of the cars. Average is

taken and then they are analyzed.

So there were three phases of the study –Getting the questionnaires filled by

the customers and dealers, Taking these responses on paper, hell lot of paper

work is done, Putting this response in a presentable form, so that it becomes

understandable.

Sample size was 100 in this survey for customers. For dealers I could find 12

dealers.

ANALYSIS

Analysis of customer’s response

I have surveyed 100 people randomly, and out of 100 I found –

Table 1 – customers of various cars –

Serial no. Cars No. of

customers

Percentage of

customers

1 Tavera 20 20%

2 Innova 27 27%

3 Scorpio 18 18%

4 Quails 22 22%

5 Safari 5 5%

6 Bolero 6 6%

7 Sumo 2 2%

Total 100

0

5

10

15

20

25

30

No. of customers

Tavera

Innova

Scorpio

Quails

Safari

Bolero

Sumo

Table 2 – driving force that influenced customers to opt for the car –

Car Sporty

look and

interior

Mileage Utility of

the

vehicle

New

trends in

cars

segment

Any other

reason

Tavera 5 5 18 3 -

Innova 10 12 17 5 -

Scorpio 10 4 10 4 -

Quails 10 1 19 - -

Safari 2 - 3 - -

Bolero 1 - 5 - -

Sumo 1 - 2 - -

total 39 22 74 12 0

We can see in the table that customers are attracted mostly by the utility of

these 7 vehicles. 74 times utility of the vehicle is selected by the customer and

it is that one customer has selected more than one option like he is influenced

by the utility and sporty look of the vehicle.

0

2

4

6

8

10

frequency of response

Sporty look and interior

sporty look and interior

Tavera

Innova

Scorpio

Quails

Safari

Bolero

Sumo

Inference – Innova, Scorpio and Quails customers responded equally 10

times to sporty look and interior. So look and interior of these three cars is

equally attractive.

0

2

4

6

8

10

12

no. of resonses

total

mileage as a driving force

tavera

innova

scorpio

qualis

safari

bolero

sumo

Innova is appealing most to customers when it comes to mileage compared to

Tavera and Scorpio.

0

5

10

15

20


total

utlity of the vehicle

tavera

innova

scorpio

qualis

safari

bolero

sumo

Inference – according to response of customer’s quails is having utility

influence followed by Tavera and Innova. So Quails is the winner when it

comes to utility of the vehicle compared to other cars in the same

segment.

0

1

2

3

4

5


total

new trends in cars segment.

tavera

innova

scorpio

qualis

safari

bolero

sumo

Inference – out of 12 responses for this feature 5 Innova customers said that

they are influenced by new trend of jeeps cum car followed by 3 responses to

tavera and 4 to scorpio. Rest did not respond to this feature. So innova is the

winner when it comes to new trend of jeeps cum luxury cars.

Relationship marketing and satisfaction level given by customer -

We assumed 1 to 5 ranking for type of marketing adopted by the particular car

co. 1 highest and 5 lowest for ranking. Then total of each marketing for each

vehicle is done. Then avg. is calculated.

Total of each marketing

Avg. of marketing ranks = ---------------------------------------

No. of responses (5)

If avg. of marketing ranks is 1 then customer perceives that company is

doing that type of marketing highly.


doing that type of marketing not very highly.


doing that type of marketing not so highly.


not doing that type of marketing highly.


not doing that type of marketing at all.

Total satisfaction is calculated by taking ratings on 6 parameters - features,

convenience, after sales, expectation completion, mileage and quality.

Customers did rating from 1 to 10 – 1highest and 10 lowest. So total

satisfaction level of each customer is calculated and then avg. of each

customer’s ratings is taken by dividing total satisfaction rating by 6.

Total of satisfaction rating

Avg. of total satisfaction = --------------------------------

No. Of features (6)

If avg. is given then satisfaction level –

If Avg. is 1 – 3.5 then satisfaction level is high

If avg. is 3.6 – 7 then satisfaction level is medium

If avg. is 7 – 10 then satisfaction level is low.

Table 3 – relationship marketing and avg. satisfaction given by each customer

– (for bolero)

So in the above table 5 customers of TATA Safari are shown with their avg.

satisfaction rating and avg. marketing rankings.

Inference – two inferences can be drawn from the above table -

Avg. satisfaction of safari is ok. It is around 5.5 so not too good not too

bad; customers of safari have given medium satisfaction. So customers

are driving midium satisfaction from the company.

Highest avg. ranking is of reactive marketing so customers are

perceiving that company is doing reactive marketing mostly than other

marketings.

If we combine the above two inferences we can say that customers of

bolero are getting medium satisfaction level from the car and these

medium satisfied customers are getting reactive marketing from the

company.

Reactive marketing is that marketing in which co. encourages customer to call

if he has any problem.


– (for Tavera)

Inference – two inferences can be drawn from the above table -

Avg. satisfaction of tavera is ok. 15 customers of tavera have given

medium and 5 given high satisfaction.

Medium satisfied customers think they are getting reactive

marketing while highly satisfied customers think they are getting

accountable marketing.

Reactive marketing is that marketing in which co. encourages customer to call

if he has any problem.

Accountable marketing is that marketing in which company calls customer to

know that he is satisfied.


(for innova

Inference –

Medium satisfied customers think that Toyota is doing accountable

marketing.

Highly satisfied customers think that Toyota is doing basic &

accountable both types of marketing.

Low satisfied customers think that Toyota is doing reactive &

accountable marketing.


(for Scorpio)

Inference –

Medium satisfied customers think that Mahindra is doing accountable

marketing.

Highly satisfied customers think that Mahindra is doing reactive

marketing.

single Low satisfied customers think that Mahindra is doing proactive

followed by partnership & basic marketing.


– (for Qualis)

Inference –

Medium satisfied customers think that Toyota is doing basic marketing

for quails, followed by reactive & accountable.

Highly satisfied customers think that Toyota is doing reactive

marketing, followed by basic & accountable.


– (for bolero) –

Inference –

Medium satisfied customers think that Mahindra is doing basic

marketing for quails, followed by reactive & proactive.

Proactive marketing is that marketing in which company calls customer from

time to time with suggestion about product usage.


– (for TATA Sumo)

Inference –

Medium satisfied customers think that TATA is doing basic marketing

for Sumo, followed by reactive & partnership.

Features rankings given by the customers -

There are 8 features to which customers of all the cars have to rank.

Average of each feature for each car is calculated-

Ranking is to be done by the customers from 1 to 8.

1 for highest ranking and 8 for lowest ranking.

If the average of a particular feature is low means that feature is liked

by the customers and if it is lowest means that feature is liked most by

the customers because 1 is the highest ranking & 8 is the lowest

ranking in this case.

Table 10 for features of safari, sumo & bolero –

Inference –

In safari people are mostly attracted by its appearance, followed by

safety and luxury.

In sumo customers like convenience, seating and design, engineering

and interior equally followed by safety and luxury.

Bolero attracts its 6 customers on engine and transmission feature

followed by luxury & design engineering and interior.

Table 11 for features of tavera -

Inference –

In Tavera customers found appearance most attractive followed by engine,

transmission and luxury and convenience. Then come safety, design

engineering & interior, seating and performance.

Table 12 for features of innova –

Inference –

Convenience is the most appealing feature of innova according to customer’s

follwed by engine and luxury. Then comes appearance and seating followed

by design, safety & performance.

Table 13 for features of Scorpio –

Inference –

Scorpio attracts its 18 customers on design, engineering and interior followed

by appearance & engine features. Then come convenience, luxury, seating,

performance fuel economy and handling and safety.

Table 14 for quails –

Inference –

22 customer of quails liked safety most, then comes engine and transmission

feature followed by design engineering & interiors. After that customers prefer

luxury & appearance equally 2.91 to each. Then comes performance followed

by seating and convenience.

Table 15 – source of information that influenced customers to buy the car –

Car Reference

s

Friends

&

relative

s

Commercia

l ads – TV

Interne

t

Newspape

r

Showroo

m

Anythin

g else

Safari - - - - - 5 -

Sumo 1 6 - - - - -

Bolero 1 - - 1 1 3 -

Innova 3 5 19 3 18 17 -

Scorpi

o

1 4 4 2 9 14 -

Qualis 3 6 1 5 10 18 -

Tavera 1 5 4 5 11 16 -

total 10 26 28 16 49 73 -

Inference – so we can say that innova and Qualis customers said that their

source of information for their cars is references. Out of 10 people who voted

for references as an influencing factor, 3 innova and 3 quails people selected

reference as influencing source.

Inference - 6 sumo and quails people gave their response to friends and

relatives as source of information, followed by Innova & Tavera. Only 4 in

Scorpio opted for friends as reference.

Inference - Innova is having commercial ads as influencing factor for

customers and it is having influencing power also to pursue people to opt for

the car. Other cars are not doing well in their commercial ads in fact most of

the car companies are not even doing advertisement on TV. But innova’s

response has disclosed that their TV advertising campaign is good.

Inference – only Qualis and Tavera are influencing customers through

Internet as source of information other companies are not doing good Internet

advertising.

Inferences – Innova is attracting customers through newspapers followed by

Tavera, Qualis and Scorpio. Innova’s print media advertising is good.

Inferences – Qualis is attracting customers through its showroom. Toyota is

attracting customers by way of their Showrooms located in NOR region. There

are 5 showrooms of Toyota in LUCKNOW region, all doing well.

Innova is no. 2 in attracting its customers through its showroom followed by

tavera and Scorpio.

This is the response of each customer when I asked that from which other

brand they have searched for information –

Suppose a person is having Tavera then I asked him that from which other

brands they have searched for more information, because it might be the case

that the Tavera person would have gone to Toyota showroom also. So I tried

to find out the other alternative brand in the mind of general customer -

Table 16 for other brands -

Cars TOYOTA GM MAHINDRA TATA

Safari 2 - 3 -

Sumo 1 - 1 -

Bolero - - - 6

Innova 2 16 4 5

Scorpio 6 4 4 4

Qualis 2 8 6 6

Tavera 14 2 4 -

Inference –

2 safari customers searched information from Toyota and 3 safari

customers searched information from mahindra – so TATA’S

competitor in market are Toyota and Mahindra.

1 sumo customer searched information from Toyota and 1 from

Mahindra.

All the 6 customers of bolero searched information from TATA. So

Mahindra bolero’s major competitor is TATA.

2 Innova persons searched information from Toyota itself. 16 innova

customers searched information from GM’s cars, 4 from Mahindra and

5 from TATA. So Toyota innova is having good competition with

Tavera.

6 Scorpio persons searched information from Toyota and 4 each

searched from GM, Mahindra and TATA.

Qualis biggest competitor is GM followed by Mahindra and TATA.

GM’s Tavera is having good competiton with Toyota innova. And this is

fact also innova is having good competition with Tavera in the market

also, though Innova is all above in luxury cars but Tavera is at least

competing with them, where other cars are not able to touch Toyota’s

innova sales figure. Innova is really doing well in the market but Tavera

is also on no 2 followed by Innova.

Table 17 – for disclosing the psychological factors involved in buying the car

(from customers perspective) –

Car Motivation Perception Beliefs and

attitudes

Safari 0 3 2

Sumo 0 2 0

Bolero 0 5 1

Innova 5 21 1

Scorpio 5 12 1

Qualis 2 16 4

Tavera 4 15 1

Total 16 74 10

Inference –

All the 5 safari customers are influenced by perception as

psychological factor involved in buying the car.

Both sumo customers are influenced by perception as psychological

factor involved in buying the car.

Bolero - 5 bolero customers are influenced by perception and 1

customer is influenced by belief and attitude as psychological factor

involved in buying the car.

Innova - 5 Innova customers are influenced by motivation and 21

customers are influenced by perception and only 1 customer is

influenced by beliefs and attitude as psychological factor involved in

buying the car.

Scorpio - 5 scorpio customers are influenced by motivation and 12



buying the car.

Quails – 2 quails customers are influenced by motivation and 16

customers are influenced by perception and only 4 customers are


buying the car.

Tavera – 4 tavera customers are influenced by motivation and 15



buying the car.

So perception is the highest psychological factor involved in buying of

these 100 cars.

Perception - it is how a prospective customer perceives the particular

product or a company. It is what he understands company to be, like a

general person thinks Toyota to be a very good brand name. For GM I

found customers think that GM is a foreign brand of cars but it is not very

effective on Indian minds. Like Maruti Suzuki is having good influence on

Indian customer but not on a customer in some other country. So the

perception varies from person to person.

Table 18 for some other factors that influenced buying behavior of a customer -

CarCultural factors Social factors Personal

factors

Safari0 0 5

Sumo0 0 2

Bolero0 2 4

Innova1 6 20

Scorpio2 3 13

Qualis1 8 13

Tavera0 5 15

Total 4 24 72

Inference –

All the 100 car owners are influenced by personal factors while making final

decision for purchasing the car. This is followed by social and cultural factors.

Personal factors are those factors, which are backed by these parameters –

age & life cycle stage, occupation & financial status, life style.

Social factors are backed by – reference group and family.

Cultural factors are backed by – rules, values, beliefs, behavior & concept.

Personal factors are most important influencing factor out of 3 factors.

Table 18 for disclosing preferences of customers while making purchase of

cars – because whoever the customer is, he must have some

preferences while making purchase decision for a product – so this is

tried to find out – customers are given some choices like color, look,

cost, mileage and luxury as preferences -

Cars Color Look &

style

Cost

efficient

Mileage Luxury

Safari 0 5 0 0 0

Sumo 0 2 0 0 0

Bolero 0 4 2 0 0

Innova 1 16 12 14 10

Scorpio 0 14 2 9 5

Qualis 0 20 2 1 1

Tavera 0 14 8 10 10

Total 1 75 28 34 26

Inference -Color is not a preference for customers while making a purchase

decision because I think all the companies offer a wide range of colors in the

cars so customers don’t even have to think of the colors.

Inference – Qualis is having good appeal when it comes to look and style

follwed by innova, sumo and tavera. Qualis is no1 in looks and qualis people

had a preference of look in their mind and that was the reason also they

purchased qualis only, out of other cars.

Inference – so here is innova’s cost efficiency, yes it is true that innova’s

best model is having a price tag of rs.10, 77,055 according to a showroom of

Toyota. But I think the service, the look, and the benefits a customer will

derive after purchase of this car will be much higher than the price tag of

rs.10, 77,055. so he will get full value for the amount he will pay for this

luxurious car.

Even a sales manager in UTTAM TOYOTA told me that a customer would not

get any other car in INDIA on this price tag of 10 lakh Rs.

So innova customers are having a thought of mileage in their minds and this

though only pursued them to go for innova. Tavera customers are also having

mileage thought in their minds, followed by Scorpio customers.

Inference - both innova and tavera customers thought for luxury before opting

for their cars so these 2 cars having equal luxury appeal followed by luxury

appeal of sumo and quails.

VALUE CHAIN OF THE COMPANY –

Value chain of all the companies are compared so as to know which car

company is doing what type of value chain –

Value chain consist of activities ranging from procurement of raw material to

the after sales of the product –

Now the rating on some parameters is taken from the customers, these

ratings are

From 1 to 10 – I for highest and 10 for lowest – then total of each parameter

of value chain for each car is done and then its avg. is taken, lower the avg.

highest will be the level of value chain o f the company.

Table 19 for value chain of safari -

CAR & FORM NO.

EASY

PROCUREMENT

AFTER

SALES

SPARE

PARTS

SALES

PERSONS

CUSTOMER

HANDLING

OVERALL

SATISFACTION

FROM VALUE

CHAIN

SAFARI 1 2 2 3 3 4 3

SAFARI 2 4 4 3 3 3 4

SAFARI 3 2 3 3 4 4 4

SAFARI 4 1 2 2 2 3 3

SAFARI 5 1 1 3 3 4 4

TOTAL 10 12 14 15 18 18

AVG. 2 2.4 2.8 3 3.6 3.6

Inference - we can see in the above table that minimum avg. is of easy

procurement TATA Safari scored high on easy procurement parameter of

value chain. Overall avg. rating for each parameter is not more than 4, so

good rating.

Table 20 - for value chain of sumo and bolero, Table 21 for value chain of

quails -

Inference – after sales of sumo is good because sumo scored well on after

sales parameter of value chain. Avg. rating of sumo is better than bolero.

Inference – quails scored high on easy procurement followed by after sales

and spare parts. Qualis scored around 3 on each parameter of value chain so

good rating.

Table 22 for value chain of Tavera –

Inference - Tavera scored highly on easy procurement followed by spare

parts, after sales and sales person, then come customer handling. Tavera’s

value chain parameters not even crossed avg. of 2.5 so good rating for value

chain of tavera also.

Table 23 for value chain of Scorpio -

Inference – Scorpio also scored highly on easy procurement followed by after

sales and overall satisfaction from value chain. Then come sales persons,

spare parts and customer handling. Scorpio crossed avg. rating for 2.5 so

Scorpio’s value chain is not better than tavera’s value chain.

Table 24 for value chain of innova –

Inference – innova also made an impact through easy procurement followed

by after sales, customer handling and overall satisfaction from the value

chain. Then come spare parts and sales persons. Any parameter of value

chain not even crossed 2.3 figure so the best value chain goes to innova.

Now comes the overall satisfaction from the car, it is tried to find out that what

is the overall satisfaction level of the customers from all the 7 cars. This

satisfaction is measured on some parameters like easy procurement of car,

after sales provided, customer care, availability of car and relation ship

marketing of the car company.

Table 25 for overall satisfaction of safari, sumo and bolero –

Inference – TATA safari scored lowest 12.2 while sumo 12.5 and bolero

18.33.

1 highest and 10 lowest in our ratings so safari is the winner in the above

table.

Table 26 for overall satisfaction of Qualis –

Quails did well by scoring 12.73 on all the parameters of satisfaction.

Table 27 for Tavera’s satisfaction level –

Tavera scored just 9.95. Tavera won when it comes to overall satisfaction

from the car. Customers are very much satisfied with Tavera.

Table 28 for Scorpio –

After Tavera here comes the Scorpio with 11.39 preceded by tavera’s 9.95.

Table 29 for innova –

Now comes Innova with 10.07 so scene is changed – when we talk of

satisfaction –

No. 1 goes to Tavera

No. 2 goes to Innova

No. 3 goes to Scorpio

Table 30 showing ranking of all the 7 cars (satisfaction level give by

customers) –

Because we have assumed 1 to be highest and 10 to be lowest rating so least

the total, highest the car –

SORRY FOR BOLERO WHO LOST THE BATTLE?

NOW WE HAVE TRIED TO FIND OUT WHETHER REPLACEMENT OF CAR

IS BASED ON SATISFACTION LEVEL OR NOT. FOR THIS I HAVE TAKEN

A ASSUMPTION (HYPOTHESIS) –

THIS HYPOTHESIS IS CHECKED WITH THE HELP OF CHI SQUARE TEST

HYPOTHESIS – REPLACEMENT IS DEPENDENT ON SATISFACTION

LEVEL OF CUSTOMERS – MEANS IF A CUSTOMER IS SATISFIED HE

WOULD NOT LIKE TO CHANGE THE CAR AND IF HE IS NOT SATISFIED

HE WOULD LIKE TO REPLACE HIS CAR.

Table 31 showing relation between replacements of cars vs. satisfaction level

of customers –

RESPONSE

OF

CUSTOMERS

HIGH MEDIUM LOW TOTAL

YES 13 47 4 64

NO 9 24 3 36

TOTAL 22 71 7

SO 13 CUSTOMERS WHO ARE HIGHLY SATISFIED SAID YES

THEY WOULD LIKE TO REPLACE THEIR CAR.

47 CUSTOMERS WHO ARE MEDIUM SATISFIED SAID YES THEY

WOULD LIKE TO REPLACE THEIR CAR.

4 CUSTOMERS WHO ARE LOW SATISFIED SAID YES THEY

WOULD LIKE TO REPLACE THEIR CAR.

9 CUSTOMERS WHO ARE HIGHLY SATISFIED SAID THEY WOULD

NOT LIKE TO REPLACE THEIR CAR.

24 CUSTOMERS WHO ARE MEDIUM SATISFIED SAID NO, THEY

WOULD NOT LIKE TO REPLACE THEIR CAR.

3 CUSTOMERS WHO ARE LOW SATISFIED SAID NO THEY

WOULD NOT LIKE TO REPLACE THEIR CAR.

E(13)=64*20/100=14.08 E(9)=36*22/100=7.92

E(47)=64*71/100=45.44 E(24)=36*71/100=25.56

E(4)=64*7/100=4.48 E(3)=36*7/100=2.52

DEGREE OF FREEDOM = (3-1)(2-1)

= 2

5% DEGREE OF FREEDOM - TABULATED VALUE 5.991

.52<5.991

MEANS CALCULATED VALUE IS LESS THAN TABULATED VALUE HENCE

HYPOTHESIS IS ACCEPTED. REPLACEMENT OF CARS IS DEPENDENT

ON SATISFACTION LEVEL OF CUSTOMERS.

When I asked these 100 customers that would they like to replace their

car with some other car in the same category of cars – the answer was –

YES NO

64 36

Table 32-

Effectiveness of advertisements vs. influencing power of advertisement –

High Medium Low Total

Yes 18 24 4 46

No. 0 1 3 4

Total 18 25 7

HYPOTHESIS – it is assumed in the above test of Chi Square that

effectiveness of advertisements is dependent on influencing power of

advertisement –

E(18)=46*18/100=8.28 E(0)=4*18/100=.72

E(24)=46*25/100=11.50 E(1)=4*25/100=0

E(4)=46*7/100=3.22 E(3)=4*7/100=.28

DEGREE OF FREEDOM = (3-1)(2-1)

= 2

5% DEGREE OF FREEDOM - TABULATED VALUE 5.991

52.33>5.991

MEANS CALCULATED VALUE IS GREATER THAN TABULATED VALUE

HENCE HYPOTHESIS IS REJECTED. So effectiveness of advertisements is

not dependent on influencing power of advertisement – means it might be the

case that influencing power of ad is not good still it is effective and vice versa.

Inference -

Total 50 persons out of 100 said that yes they have seen advertisement (print

ad or TV commercial) before buying the car – out of these 50 persons 46

persons said that ad was effective and 4 said ad was not effective enough to

convert their thought of purchase in to final purchase.

Inference – out of 50 persons who saw any advertisement 46 said

advertisement was effective. Advertising of all the companies is effective.

Persons who said ad was effective, had to answer one more question that what

was the influencing power of advertisement –

Table 33 for ad ratings of cars -

Responses

Effective 46

Not effective4

Rating is to be done from 1 to 10 – 1 for highest and 10 for lowest.

Innova is having good influence when it comes to advertising followed by

Qualis, Scorpio, Sumo and Tavera.

It is also find while talking to 21 customers of innova that the recent

advertising of Aamir khan influences them a lot. A lot of ads in print media are

also influencing customers.

Tavera is not having good advertising campaign either in print or electronic

media.

I have also asked customers and tried to find out that who is the market

leader out of these 7 cars according to them –

Out of 5 safari customers 4 said that innova is the market leader and 1

said qualis is the market leader.

Both the sumo customers said that innova is the market leader.

Out of 6 bolero customers 5 said innova is the market leader and I said

that qualis is the market leader.

Out of 20 Tavera 5 said innova and 15 said that tavera is the market

leader.

Out of 22 Qualis customers 21 said that Qualis is the market leader.

Out of 18 Scorpio customers 17 said that scorpio is the market leader.

All the 27 innova customers said that only innova is leading the market.

COMPARATIVE ANALYSIS OF THE TAVERA, INNOVA AND SCORPIO

Dealer’s response

I went to 12 dealers – 5 of Toyota, 3 of Mahindra and 4 of GM and got their

response on their company’s car. I tried to put their responses in a

comparative form.

This section deals with the analysis TAVERA, INNOVA & SCORPIO from

dealer’s point of view. It consists of the analysis of the following:

Most selling car according to dealers.

Ranking or competitor’s car.

Actual sales of car.

Marketing approach of the company.

Target customer.

Punch line of the company.

How powerful id the brand name of the company.

Price list of all the dealers.

Distribution strategy of the company.

Integrated brand promotion of the company.

Advertising budget of these companies.

Incentives and benefits offered to the employees (sales force) by the

companies.

Most selling car –

All the 4 dealers of Tavera said that Tavera is the most selling car.

All the 5 Innova dealers said that Innova is the most selling car.

All the 3 Toyota dealers said that Mahindra and bolero is doing well

in the market.

Then I asked these dealers to rank their car and competitor’s car on some

parameters of technical features of car so as to get a comparative view of

these three cars –

Ranking is to be done from 1 to 6 because 6 cars are there – Innova,

Tavera, Scorpio , Bolero, Sumo and Safari. Qualis is not coming in the

market because it is closed down by Toyota motors so 6 cars comparative

ranking is as follows –

1 is the highest rank and 6 is lowest.

Table 34 showing ranking of features of innova by the dealers –

Inference – 13.67 is the total of all the features of avg. dealers are very much

convinced design engineering and interior followed by luxury and

convenience. Then come engine & transmission, performance fuel economy

and handling, safety, seating and appearance.

Table 35 showing ranking of features of Scorpio by the dealers –

Inference – 18.83 is the avg. total of Scorpio. All the dealers ranked Scorpio;

convenience is no1, followed by appearance and safety.

Table 36 for Tavera –

Inference – Tavera is no.3 with total of 19.67, dealers ranked convenience

no. 1. Then come safety, luxury, and appearance having equal rankings.

Seating and performance is no.3 followed by design engineering and interior,

engine & transmission.

Table 37 for TATA Safari –

Inference – safari is no.4 with total of 20.50 luxuries and convenience is good

followed by appearance, seating and design engineering and interior.

Table 38 for Bolero –

Inference – bolero is no.5 with total of 27.25. Dealers ranked seating as the

best feature followed by convenience and safety.

Table 39 for TATA Sumo –

Inference – bolero here also lost the battle with total of 28.67.

So Innova is no.1 in features ranking by Dealers, Scorpio no.2 followed by

Tavera, Safari, and Bolero And Sumo.

Car

Total of

avg. of

features

Innova no.1 13.67

Scorpio no.2 18.83

Tavera no.3 19.67

Safari no. 4 20.5

Bolero no. 5 27.25

Sumo no. 6 28.67

Table 40 sales of Innova –

Car Showroom No. Of cars selling per

month (approx figures)

Tavera T & T motors ltd.

A2/5, Safdarjung

Enclave, New Lucknow

110 029.

350

Tavera AUTOVIKAS

12-A, Shivaji Marg,

New Lucknow 110015.

60 – 70

Tavera APEX AUTO

64-65, Udyog Vihar,

Phase –4, Gurgaon,

Haryana.

125

Tavera REGENT

AUTOMOBILES LTD.

B1/H1, Mohan Co-

operative Industrial

Estate, Mathura Road,

New Lucknow - 110044

350+

Total sales of Tavera

885 approx figure.

Table 41 sales of Innova –

Innova UTTAM TOYOTA

95, Patparganj Industrial

Area, Lucknow – 110092

1000

Innova GALAXY TOYOTA

Tsg complex, 69/1-A,

Najafgarh Road, Moti

Nagar, New Lucknow -

110015

500 approx

Innova MGF TOYOTA

SALES AND SERVICE

Plot No. 48, Phase 4,

Sector 18, Udoyg Vihar,

Gurgaon.

70

Innova SOUTH DELH TOYOTA

A-22, Mohan Co

operative Industrial

Estate,Mathura Road,

New Lucknow - 110044

100

Innova UTTAM TOYOTA A11,

Meerut Road, Industrial

Area, Ghaziabad.

100

Total sales of innova 1770

Approx figure

Table 42 sales of mahindra and bolero -

Car Showroom No. Of cars selling per

month (approx figures)

Mahindra BHASIN MOTORS

(INDIA) PVT. LTD. N 12

South Ex. Part 1, New

Lucknow

110049

125

Mahindra SKY LINE

AUTOMOBILIES

1E/11, Swami Ram

Tirath Nagar,

Jhandewalan Extension,

New Lucknow 110055

15-20

Mahindra SRI DURGA

AUTOMOBILIES

55, Rama Road, New

Lucknow 110015

150

Total sales of BOLERO

& SCORPIO

295

APPROX FIGURES

INNOVA IS HAVING HIGHEST SALES IN LUCKNOW REGION.

Marketing approach adopted by the companies –

Inference -

Out of 4 GM showrooms 2 said that their company is doing segment

marketing while rest 2 dealers said their company is doing individual

and local marketing respectively.

Out of 3 dealers of Mahindra 2 said that their company is doing

segment marketing while one dealer said that they are doing local

marketing.

Out of 5 dealers of Toyota 3 said their company is doing segment

marketing while one dealer said that they are doing individual

marketing and the last dealer said that they are doing local marketing.

Use of car –

Inference –

Out of 4 GM dealers 3 said that their car is used for both

personal as well as commercial purpose.

All the 5 Toyota dealers said that their car is used for both

personal as well as commercial purpose.

All 3 Mahindra dealers said that their car is used for personal

use only.

Purpose of usage –

Inference – Toyota innova is used for commercial purpose, out of 5 dealers of

Toyota said 4 said that it is used for transportation purpose while all the 5

dealers said it is used for top management and BPO sector.

GM Tavera is used mostly for BPO sector according to 4 dealers of GM. Only

2 dealers out of 4 said that Tavera is used for top management and

transportation purpose.

Personal usage -

Inference –

4 GM dealers said that Tavera is mostly used by personals for official

use.

All the three dealers said that it is used for office and family use.

All the 5 Toyota dealers said that families use it. So Innova is proving

itself to be a good family rider.

Punch line correlation –

All these 12 dealers said that yes consumers correlate the punch line

of advertisement while sensing the brand name of the company.

Power of brand name in attracting customers –

Inference –

Out of 4 dealers of Tavera 3 said that that Brand Name of

CHEVROLET is having medium power in attracting customer only one

dealer said that it is having high brand power.

All the 5 dealers of Toyota said that Toyota is having high brand image

in attracting customers.

All the three dealers of Mahindra said that mahindra’s brand name is

high in attracting customers.

Distribution strategy –

All the 12 dealers said that their showrooms are dealership under guidance of

their respective companies. So distribution strategy of these 3 companies is

company to dealers.

Sales promotion –

Inference -

Out of 4 dealers of GM 2 said that they offer discounts, 3 said that they

give offers, 3 said that they give festival offers, 3 said that they offer

free gifts and only 1 dealers said that they provide free accessories to

their customers.

Out of 3dealers of Mahindra 1 said that they offer discounts, 1said that

they offer festival offers to customers.

Out of 5 dealers of Toyota 3 said that they offer discounts, 2 said that

they give offers, 4 said that they give festival offers, and only 1 dealer

said that they provide free accessories to their customers.

So Innova is having best sales promotion out of its competitors (GM and

Mahindra).

Advertising in print media

Inference -

Out of 4 dealers of GM 4 dealers said that they advertise their

product in news paper, 4 said that they advertise in magazines, 1

said that they advertise in journals, 3 said that they advertise in

mailers, 3 said that they advertise through pamphlets and 2 said

that they advertise through yellow pages.

Out of 3 dealers of Mahindra 3 dealers said that they advertise their

product in newspaper, 1 said that they advertise in magazines.

They don’t do advertising through other modes.

Out of 5 dealers of Toyota, all the dealers said that they advertise

their product in news paper, 4 said that they advertise in

magazines, 2 said that they advertise in journals, 4 said that they

advertise in mailers, 2 said that they advertise through pamphlets

and 1 said that they advertise through yellow pages.

So Toyota is having advertisement in all modes of print media, GM is

ok, but Mahindra is not having ads in all modes of print media. They

should also advertise through other modes of advertising also.

Advertising in electronic media

Inference -

Each GM dealer said that they are having advertisement in TV,

radio, websites and cinemas.

Two dealers of Mahindra said they are having advertisements on

TV channels.

Toyota is having advertisements on TV (the Aamir Khan ad), 2

dealers also said that their companies are having ads on various

websites.

I don’t know why these companies are not having ads on radio

because radio is the medium that reaches to lower class of society

also though lower class is not the target customer for these

companies but if these companies will advertise through ads on

radio then even the lower class will know about the company and

the product and these lower class people can tell their view on

company’s product to their friends and relatives who belong to

upper middle class or higher class of society.

So these lower class & middle class customers can recommend

products to other people or their friends.

Advertising budgets of these showrooms – dealers did not tell me the

exact figure of advertising budget but when I requested them to tell

approx budget of advertising they told me some avg. figurers.

So Toyota is having highest budget of advertising per month GM is no.2 and

Mahindra should iLucknowease their advertising budget so as to

iLucknowease the sales of Scorpio and Bolero.

Incentives offered by these 12 dealers to their sales force –

1800/3 = 600 MAHINDRA

4000/4= 1000 GM

5000/5= 1000 TOYOTA

So Toyota wins the race by offering 5000 as incentive to its sales force.

GM offers 4000 and mahindra 1800. The problem is that Toyota is having 5

dealers while mahindra is having 3 and GM having 4 dealers, but if we take

the average of these incentive amounts then Toyota and GM both are doing

well to motivate their sales force.

Table 43 Correlation between sales and advertising budget –

So X is was sales and Y is budget –

Budget was in 1000 like 50000, 100000 in total budget was 700000 and it was

divided by 1000 then further calculation is done on this 700 amount.

Mean of x = 2060 / 12 = 171.66

Mean of y = 700 / 12 = 58.33 or 700000/12 = 5833.33

15496.60

Nor r = --------------------------- = 15496.66/28146.63 = .5505

| 235316.67*33.66.67

(x-mean of x)*(y-mean of y)

----------------------------------

235316.67*3366.67 = 792233573.388

Then under wood of 792233573.388 is calculated. That is 28146.63

High degree of positive correlation if found out - .5505

So if advertising expenditure will go up sales will also go up.

Regression analysis –

Regression line of y on x:

Byx = sum of (x-mean of x)*(y-mean of y)

-------------------------------------------

Sum of (x-mean of x)^2

= 15496 .60/235316.67 = .065

(Y-mean of y) = Byx (X- mean of x)

= Y- 5833.33 = .065X - .065*171.66

= Y – 5833.33 = .065 X – 11.1579

Y = .065X – 11.1579 +5833.33

Y = .065X + 5822.17 ------------------------------------ equation 1

Regression line of x on y:

Bxy = sum of (x-mean of x)*(y-mean of y)

----------------------------------------------------

Sum of (y-mean of y)^2

= 15496.60/3366.67 = 4.602

(X-mean of x) = Bxy (Y- mean of y)

X-171.66 = 4.602 (Y- 5833.33)

X-171.66 = 4.602 y – 26844.98

X = 4.602y – 26844.98 + 171.66

X = 4.602 Y- 26673.32-------------------------------equation 2

In the 1st equation we can find out that what should be the advertising

budget if sales is given. And from equation 2 we can find out that what

should be the sales amount if advertising budget is given.

CONCLUSION

CONCLUSION

In this era of tremendous competition between these cars it is not easy to

survive for existing players, then how a new company can come and survive

in this segment of luxury cars cum jeeps. Now comes the question to the

mind that who is no.1 in this segment of 7 cars? If we see from customers

perspective the no.1 rank goes to TAVERA followed by INNOVA and

SCORPIO. But this is the response of just 100 customers so the result might

vary if we take a sample size of 1000 customers. In that case INNOVA may

come 1st. so results will change according to sample size of study.

Now if we take response of 12 dealers of these 3 cars in our mind then

INNOVA is no. 1 followed by SCORPIO and TAVERA. Now if we increase the

size of dealers then result may change. It might be the case that TAVERA

may come first if we change the sample size of dealers. So the thing is that

result may change according to change in the sample size. It is not easy to

change customer’s perception and dealer’s view. What the customers think of

a car? This question is really difficult to answer. I tried my level best to get into

the mind of customers but it is not easy to take true response out of a

customer’s mind. Dealer’s response was really good in this study. At some

places I found customers to be very confused. Customers also gave biased

responses to some answers because a customer thinks his or her car to the

best one. Comparatively if we see INNOVA and TAVERA both are doing well.

At some places INNOVA is no. 1 while TAVERA wins the race at some other

points. SCORPIO is also having its own place in the mind of customers. I

have also included 4 other cars in this study – QUALIS, SUMO, and SAFARI

& BOLERO. QUALIS is also having good share in the market, but the problem

is that QUALIS is closed down by TOYOTA motors. What I felt from

customer’s responses that if QUALIS would have been in the market at

present, I am damn sure that it must be no.1 car. Even a customer of

TAVERA told me that if QUALIS were again launched in the market no one

would go for INNOVA & TAVERA. QUALIS is closed down by TOYOTA

motors so that the prospective customers of QUALIS can shift to INNOVA.

INNOVA is a substitute of QUALIS in the market. TAVERA and SCORPIO

would really have to work hard to compete with INNOVA. SUMO & BOLERO

are almost out of the market. SAFARI is on no one’s mind.

RECOMMENDATIONS

RECOMMENDATIONS

INNOVA is doing well in market. But the only thing that TOYOTA should keep

in mind that it is easy to reach at no.1 position than to remain at no.1 position.

It might be the case that INNOVA is no.1 today but tomorrow some other

company can come to no.1 position. So there are some points, which not only

should TOYOTA keep in mind, but other companies should also focus on

these points –

Constant updation of their product.

Competitor’s product and their strategy to win INNOVA’S customers.

Constant work on brand promotion and market integration.

Always try to be on top.

Always have a feeling of their major competitor especially

CHEVROLET TAVERA.

Advertising should be for all the periods, all the seasons and for all the

prospective customers.

Always try to attract new customer by hook or by crook.

Toyota motors should try and built brand loyalty in the mind of a

general customer.

Company’s aim should be not only to sell their product but to also give

customer full satisfaction with full value for their money.

Customer’s choice depends on their perception, their standard of living

and their life style. Companies should try to influence prospective

customers by the way they think. First get into the mind of customer

then push him or her to make the final decision of purchase. This is

possible only if advertising is effective. Advertising is the important link

between a prospective customer and the company, so it should be

influencing.

I have seen a very good advertisement of INNOVA on TV. Even the

customers of SCORPIO & TAVERA have seen the ad and they are

very much impressed with advertisement, so it is a good point that

customers of TAVERA and SCORPIO enjoyed advertisement of

INNOVA. This is exactly what TAVERA AND SCORPIO should do.

For effective advertising proper planning of brand promotion is

required.

SCORPIO and TAVERA can also hire some celebrities like Aamir Khan

is the brand ambassador of INNOVA.

Recently TAVERA hired Zaheer Khan and speed star Irfan Pathan. So

TAVERA is working on brand promotion.

SCORPIO is having a very good brand name of MAHINDRA &

MAHINDRA but they are playing in the market haphazardly.

What I found at MAHINDRA showrooms that their sales force is not

very convincing, dealers should try and prepare a decent work force for

so that they can impress their customers and sell their product.

MAHINDRA SCORPIO can also hire for some actor or a sports star so

as to promote their car. Other wise SCORPIO is also having good look

and appealing feature.

SCORPIO is not very much used for commercial purpose like that of

INNOVA & TAVERA, so MAHINDRA should try to promote their brand

as a commercial vehicle. People think that SCORPIO is a jeep for

personal purposes.

BOLERO is really suffering a lot, and how to compete with brands like

INNOVA, I think MAHINDRA again has to work a lot on BOLERO’S

advertising part and they should reposition their product into the mind

of customers. STP approach segmentation, targeting and positioning

should be revised by MAHINDRA. Price of MAHINDRA’S cars is very

competitive, it’s a good point for MAHINDRA.

TATA again a huge brand name but SUMO & SAFARI are not

performing well. I think TATA having a lot of impression on INDIAN

minds have to just make their customers remember their brand name.

TATA can do very well if they re launch SUMO & SAFARI with a

different approach. SAFARI is having good name and features but

when INNOVA is a competitor it is really difficult to survive.

TOYOTA is very innovative and that is what TATA should do. TATA is

very old brand name but the problem is that they stick to their old

marketing strategies; TATA should re innovate their product and should

come with solid & competitive marketing strategies.

LIMITATIONS

LIMITATIONS

Though the present study aimed to achieve the above-mentioned objectives

in full earnest and accuracy, it was hampered due to certain limitations. Some

of the limitations of this study may be summarized as follows: -

Locating the target customers of the cars were very time consuming.

100 were the sample size in this study. So I had to contact 100

customers and when asked from the dealers for their customer’s

database they straightly denied me. So I had to catch the customers of

Tavera, Innova and Scorpio on the general places shopping malls,

car parking and hotels.

The selection of customers to cover the various strata of the society

was tedious and time consuming.

Getting accurate responses from the respondents due to their

inherent problems were difficult. They were partial, and refused to

cooperate.

Some respondents were not at home so had to be re-contacted, and

some others responded by proxy. Some gave their business cards and

I had to contact them through phone.

I had to travel a lot to get the responses from the dealers and the

customers. Dealers were located all over LUCKNOW I got their

address from Internet.

The survey was costly and tedious.

BIBLIOGRAPHY

Bibliography

Books -

Marketing Management by ICFAI publication

Advertising and Integrated Brand Promotion

Quantitative methods by ICFAI publication

Principles of advertising

Web sites visited –

www.rediffusiondyr.com

www.google.com

www.altavista.com

www.dogpile.com

www.toyota.com

www.gm.com

www.mahindra.com

http://www.mahindra.com/

http://www.gm.com/

http://www.toyota.com/

http://www.dogpile.com/

http://www.altavista.com/

http://www.google.com/

http://www.rediffusiondyr.com/

www.tata.com

www.advertising.com

www.jwt.com

http://www.jwt.com/

http://www.advertising.com/

http://www.tata.com/

Documents

Comparative Analysis of Gm s Tavera With Mahindra s Scorpio and Toyota s Innova