Marketing mix heritage2011.docx

7/25/2019 Marketing mix heritage2011.docx

1/68

CHAPTER-I

INTRODUCTION

1


2/68

INTRODUCTION

"As we spread wings to expand our capabiities and expore new !orions# t!e $unda%enta

$ocus re%ains unc!anged& see' out t!e best tec!noog( in t!e word and put it at t!e ser)ice

o$ our uti%ate user& our custo%er*"

+ar'eting %ix

The term "%ar'eting %ix" was coined in 1953 by Neil Borden in his American Marketing

Associationpresidential address. owe!er this was act#ally a re$orm#lation o$ an earlier idea by

his associate %ames lliton who in 19'( described the role o$ the marketing manager as a

"mixer

o$ ingredients" who sometimes $ollows recipes prepared by others sometimes prepareshis own recipe as he goes along sometimes adapts a recipe $rom immediately a!ailable

ingredients and at other times in!ents new ingredients no one else has tried. A prominent

marketer ). %erome Mc&arthy proposed a Four Pclassi$ication in 19*+ which has seen wide

#se.

,our Ps

)lements o$ the marketing mi, are o$ten re$erred to as the "Four P's" a phrase #sed since the

19*+-s

rod#ct/ 0t is a tangible obect or an intangible ser!ice that is mass prod#cedor

man#$act#red on a large scale with a speci$ic !ol#me o$ #nits. 0ntangible prod#cts are

ser!ice based like the to#rism ind#stry2 the hotel ind#stryor codes/based prod#cts like

cellphone load and credits. Typical e,amples o$ a mass prod#ced tangible obect are the

motor carand the disposable raor. A less ob!io#s b#t #bi4#ito#s mass prod#ced ser!ice

is a comp#ter operating system.ackaging also needs to be taken into consideration.

)!ery prod#ct is s#bect to a li$e/cycleincl#ding a growth phase $ollowed by an e!ent#al

period o$ decline as the prod#ct approachesmarket sat#ration.To retain its

competiti!eness in the marketprod#ct di$$erentiationis re4#ired and is one o$ the

strategies to di$$erentiate a prod#ct $rom its competitors.
http://en.wikipedia.org/wiki/American_Marketing_Associationhttp://en.wikipedia.org/wiki/American_Marketing_Associationhttp://en.wikipedia.org/wiki/E._Jerome_McCarthyhttp://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Mass_producedhttp://en.wikipedia.org/wiki/Tourism_industryhttp://en.wikipedia.org/wiki/Hotel_industryhttp://en.wikipedia.org/wiki/Hotel_industryhttp://en.wikipedia.org/wiki/Motor_carhttp://en.wikipedia.org/wiki/Motor_carhttp://en.wikipedia.org/wiki/Razorhttp://en.wikipedia.org/wiki/Computer_operating_systemhttp://en.wikipedia.org/wiki/Computer_operating_systemhttp://en.wikipedia.org/wiki/Product_life-cycle_theoryhttp://en.wikipedia.org/wiki/Product_life-cycle_theoryhttp://en.wikipedia.org/wiki/Market_saturationhttp://en.wikipedia.org/wiki/Market_saturationhttp://en.wikipedia.org/wiki/Market_saturationhttp://en.wikipedia.org/wiki/Product_differentiationhttp://en.wikipedia.org/wiki/Product_differentiationhttp://en.wikipedia.org/wiki/E._Jerome_McCarthyhttp://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Mass_producedhttp://en.wikipedia.org/wiki/Tourism_industryhttp://en.wikipedia.org/wiki/Hotel_industryhttp://en.wikipedia.org/wiki/Motor_carhttp://en.wikipedia.org/wiki/Razorhttp://en.wikipedia.org/wiki/Computer_operating_systemhttp://en.wikipedia.org/wiki/Product_life-cycle_theoryhttp://en.wikipedia.org/wiki/Market_saturationhttp://en.wikipedia.org/wiki/Product_differentiationhttp://en.wikipedia.org/wiki/American_Marketing_Associationhttp://en.wikipedia.org/wiki/American_Marketing_Association


3/68

rice6 The price is the amo#nt a c#stomer pays $or the prod#ct. The b#siness may

increase or decrease the price o$ prod#ct i$ other stores ha!e the same prod#ct.

lace6 lace represents the location where a prod#ct can be p#rchased. 0t is o$ten

re$erred to as the distrib#tion channel. 0t can incl#de any physical store as well as !irt#al

stores on the 0nternet.

romotionrepresents all o$ the comm#nications that a marketer may #se in the

marketplace. romotion has $o#r distinct elements7ad!ertisingp#blic relationspersonal

sellingand sales promotion. A certain amo#nt o$ crosso!er occ#rs when promotion #ses

the $o#r principal elements together which is common in $ilm promotion. Ad!ertising

co!ers any comm#nication that is paid $or $rom cinema commercials radio and 0nternetad!erts thro#gh print media and billboards. #blic relations are where the comm#nication

is not directly paid $or and incl#des press releases sponsorship deals e,hibitions

con$erences seminars or trade $airs and e!ents. 8ord o$ mo#th is any apparently

in$ormal comm#nication abo#t the prod#ct by ordinary indi!id#als satis$ied c#stomers or

people speci$ically engaged to create word o$ mo#th moment#m. ales sta$$ o$ten plays

an important role in word o$ mo#th and #blic :elations ;see rod#ct abo!erowth Mat#rity and ?ecline.

Extended +ar'eting +ix ./ Ps0

More recently three more s ha!e been added to the marketing mi, namely Peope# Process and

P!(sica E)idence*This marketing mi, is known as Extended +ar'eting +ix*

eople7 All people in!ol!ed with cons#mption o$ a ser!ice are important. @or e,ample

workers management cons#mers etc. 0t also de$ines the market segmentation mainly

demographic segmentation. 0t addresses partic#lar class o$ people $or whom the prod#ct

or ser!ice is made a!ailable.

3
http://en.wikipedia.org/wiki/Pricinghttp://en.wikipedia.org/wiki/Distribution_(business)http://en.wikipedia.org/wiki/Promotion_(marketing)http://en.wikipedia.org/wiki/Advertisinghttp://en.wikipedia.org/wiki/Advertisinghttp://en.wikipedia.org/wiki/Public_relationshttp://en.wikipedia.org/wiki/Public_relationshttp://en.wikipedia.org/wiki/Personal_sellinghttp://en.wikipedia.org/wiki/Personal_sellinghttp://en.wikipedia.org/wiki/Sales_promotionhttp://en.wikipedia.org/wiki/Pricinghttp://en.wikipedia.org/wiki/Distribution_(business)http://en.wikipedia.org/wiki/Promotion_(marketing)http://en.wikipedia.org/wiki/Advertisinghttp://en.wikipedia.org/wiki/Public_relationshttp://en.wikipedia.org/wiki/Personal_sellinghttp://en.wikipedia.org/wiki/Personal_sellinghttp://en.wikipedia.org/wiki/Sales_promotion


4/68

rocess7 roced#re mechanism and $low o$ acti!ities by which ser!ices are #sed. Also

the -roced#re- how the prod#ct will reach the end #ser.

hysical )!idence7 The marketing strategy sho#ld incl#de e$$ecti!ely comm#nicating

their satis$action to potential c#stomers.

,our Cs

:obert @. a#terborn proposed a $o#r &s classi$ication in 1993. The @o#r &s model is more

cons#mer/oriented and attempts to better $it the mo!ement $rom mass marketing to niche

marketing. The rod#ct part o$ the @o#r s model is replaced by Consu%eror &ons#mer

Models shi$ting the $oc#s to satis$ying the cons#mer needs. Another & replacement $or rod#ctis &apable. By de$ining o$$erings as indi!id#al capabilities that when combined and $oc#sed to a

speci$ic ind#stry creates a c#stom sol#tion rather than pigeon/holing a c#stomer into a prod#ct.

ricing is replaced by Costre$lecting the total cost o$ ownership. Many $actors a$$ect &ost

incl#ding b#t not limited to the c#stomer-s cost to change or implement the new prod#ct or

ser!ice and the c#stomer-s cost $or not selecting a competitor-s prod#ct or ser!ice. lacement is

replaced by Con)enience. 8ith the rise o$ internet and hybrid models o$ p#rchasing lace is

becoming less rele!ant. &on!enience takes into acco#nt the ease o$ b#ying the prod#ct $inding

the prod#ct $inding in$ormation abo#t the prod#ct and se!eral other $actors. @inally the

romotions $eat#re is replaced by Co%%unicationwhich represents a broader $oc#s than simply

romotions. &omm#nications can incl#de ad!ertising p#blic relations personal selling!iral

ad!ertisingand any $orm o$ comm#nication between the $irm and the cons#mer.

romotion is tr#e that prod#cts are man#$act#red to satis$y the needs o$ the cons#mers..

B#t alone is not eno#gh. Today the responsibility o$ the man#$act#rers does not cease with

physical prod#ction whate!er may be the nat#re o$ the prod#ct. The present day marketers arecons#mer oriented where it is the d#ty o$ the man#$act#rers to know $rom where when how and

what price the prod#cts wo#ld be a!ailable. #ccess$#l marketing consists in o$$ering the right

prod#ct o$ the right price o$ the right place ;and time< with right promotion.

'
http://en.wikipedia.org/wiki/Viral_Marketinghttp://en.wikipedia.org/wiki/Viral_Marketinghttp://en.wikipedia.org/wiki/Viral_Marketinghttp://en.wikipedia.org/wiki/Viral_Marketinghttp://en.wikipedia.org/wiki/Viral_Marketinghttp://en.wikipedia.org/wiki/Viral_Marketing


5/68

0n co#rse o$ time !ario#s acti!ities came into !og#e designed partic#larly to help easy sale

o$ goods. These acti!ities commonly known as promotional Mi,. The marketing comm#nication

Mi, also called as the romotion Mi,C consists o$ $o#r maor tools.

1. Ad!ertising.

. ales romotion

3. #blicity

'. ersonal elling

>enerally marketing comm#nication is #ndertaken to pass on the message o$ a

prod#ct or sale to the #ltimate cons#mers. Th#s there are three elements in this process.

The p#rpose o$ ad!ertising is moti!ating b#t to sell something a prod#ct or ser!ice the

real obecti!e o$ ad!ertising is e$$ecti!e comm#nication between prod#cers and cons#mers.

0n other words the #ltimate p#rpose all ad!ertising is 0ncreased awarenessC list o$ the

$ollowing speci$ic obecti!es o$ ad!ertising.

The process o$ selling is ens#red by personal selling s#pposed by ad!ertising and sales

promotion. D$ these three methods personal selling occ#pies the predominant role mainly

beca#se o$ the personal element in!ol!es. 0t may be described as a personal so#rce rendered

to the comm#nity in connection with marketing o$ goods.

0t is a marketing process with which cons#mers are personally pers#aded to by goods and

ser!ices o$$ered by a man#$act#rer. The most power$#l element in the promotional mi, is

salesman ship is not something !ery new. )!en cent#raries ago salesman ship was practiced

in >reece and :ome. According to eter ?r#cker &yr#s Mecornie was the $irst man to #se

modern techni4#e o$ selling.

,eatures&

1. 0t helps to establish a cordial and abiding relationship between the organiation and its

c#stomers.

5


6/68

. 0t is a creati!e art. 0t creates wants a new.

3. 0t is a science in the sense that Dne h#man mind in$l#ences another h#man mindC.

'. ersonal selling imparts knowledge and technical assistance to the cons#mers.

romotion incl#des all those $#nctions which ha!e to do with the marketing o$ a

prod#ct all other acti!ities designed to increase and e,pand the market. B#t it is clearly

disting#ished $rom ad!ertising and personal selling thro#gh basic aim or all the three is one

and the same !i. to increase the !ol#me o$ sales.

ales promotion in a speci$ic sense re$ers to those sales acti!ities that s#pplement

both personal selling and ad!ertising and co/ordination ate them and help to make them

e$$ecti!e s#ch as displays shows and e,positions demonstrations and other non rec#rrent

selling e$$orts not in the ordinary ro#tineC.

E)auation o$ 1aes Pro%otion&

Two decades ago there was no agreement among the marketing people that there was

a separate sales promotion $#nction. 0n those days promotion was a share/ r#n to

gain a short r#n goodC.

The importance o$ sales promotion is modern marketing has increased mainly an

acco#nt o$ its ability in promoting sales and preparing the gro#nd $or $#t#re

e,pansion. The main obecti!e o$ sales promotion is to attract the prospecti!e b#yer

towards the prod#ct.

PU23ICIT4

The p#blicity is deri!ed as Any $orm o$ commercially signi$icant news abo#t a

prod#ct and instit#tion a ser!ice or a person p#blished 0 a space or radio i.e. not paid $or by

the sponsorC. 0n short ad!ertisement is paid $orm o$ p#blicity. 0t is to be noted here that

tho#gh the terms EA?F):T00N> GAN? G#blicityE or di$$erences in the $ield o$ marketing

both are #sed interchangeably.

*


7/68

The media are broadly classi$ied into direct indirect. ?irect method o$ ad!ertising

re$ers to s#ch methods #sed by the ad!ertiser with which he co#ld establish a direct contact

with the prospects. Most o$ the media are indirect in nat#re )H7 @ree #blicity cinema etc.

Need And I%portance t!e 1tud(&

The increasing competition in b#siness is the reason to pay m#ch more attention

to satis$ying c#stomers. 0t may help the market to notice role o$ c#stomer satis$action in

the o!erall conte,t o$ prod#ct o$ ser!ice de!elopment and management.

stomers do not b#y ser!ices they b#y satis$action. ence marketers m#st be

clear abo#t the satis$action the c#stomer is seeking and check o#t whether the c#stomers

are getting the act#al satis$action. This st#dy helps the marketers to take necessary steps

to gain the competiti!e ad!antage o!er the competitors.

The st#dy helps to predict $#rther beha!ior intentions o$ the c#stomers s#ch as

intention to re/p#rchase intention to increase the #sage intention to recommend the

prod#ct and er!ice to others. Today the c#stomers ha!e wide !ariety o$ motorcycles to

chose.

0$ the satis$action le!el o$ the c#stomer goes down he may switch o!er to other

brand. Iltimately the company loses its act#al c#stomers. This st#dy helps the marketer

to take necessary steps to o!ercome this problem and retain in the increase o$ c#stomer

loyalty.

Ob5ecti)es o$ t!e 1tud(&

To st#dy the promotional acti!ities o$$ered by 6arun +otor .

J


8/68

To identi$y the impact o$ sales in the market by #sing promotional strategies o$

6arun +otor.

To st#dy the in$l#ence o$ schemes o$$ered by $irm on sales.

To st#dy the c#stomerEs awareness towards the a$ter sale ser!ices o$$ered to him

or her.

1cope o$ T!e 1tud(&

The area o$ st#dy is considered to be in two districts. Those are yderabad and :anga :eddy

districts.

0n the present st#dy an attempt has been made to know the act#al implementation

o$ &omm#nication rocess as management techni4#es in general and some other aspects s#ch

as awareness o$ the workers e$$ecti!eness o$ the per$ormance appraisal system in partic#lar.

#man reso#rce proections are !alid on appraisals. By impro!ing ob skills the

employees ha!e lot o$ scope $or de!elopment and prepare themsel!es $or higher

responsibilities.

(


9/68

+ETHODO3O74 AND DATA 2A1E

a0 1ource o$ data&

80 Pri%ar( Data&

The primary data is collected thro#gh 4#estionnaires $rom the c#stomers.

90 1econdar( Data&

The secondary data is collected $rom the books o#rnals and internet.

Data coected %et!od&

The data is collected thro#gh close ended 4#estionnaire.

b0 1a%pe sie&

1. The sample sie o$ the s#r!ey ;N< is 1++.

. amples are collected c#stomers o$ showroom.3. The age limit o$ the c#stomers is in between +/55.

'. The c#stomers will be randomly selected.

c0 Toos : Tec!ni;ues& @or analying the data statistical tables percentages and bar/

diagrams will be #sed.

d0 ,urt!er scope o$ stud(< The topic o$ promotional acti!ities is !ast there is $#rther

scope o$ st#dy $or eg= Ad!ertising sales promotion etc.

e0 =ind o$ researc!& The research st#dy will be carried o#t in 4#alitati!e and

4#antitati!e research approaches. The research has to be done in !ery e$$icient way= the $rame work $or collecting

data is called research design.

9


10/68

The statistical in!ol!es the st#dy o$ a $ew $actors in large n#mber o$ cased. The

contents o$ research design arei< ?ata collected method.

ii< :esearch instr#ment.

$0 1ur)e( approac!& The s#r!ey will be cond#cted thro#gh close ended 4#estionnaire.

This 4#estionnaire will contain the m#ltiple choice 4#estions= each 4#estion will be

gi!en options. The collection o$ data in s#r!ey $ollows two types they are

i< rimary data ;$irst hand data


11/68

CHAPTER-II

INDU1TRIA3 PRO,I3E

: CO+APAN4 PRO,I3E

CO+PAN4 PRO,I3E&

11


12/68

INTRODUCTION TO 6ARUN +OTOR1 P6T*3TD&

FA:IN is one o$ the a#thoried dealers o$ mar#tis##ki cars. 0t is one o$ the biggest showrooms

in twin cities which is located in Beg#mpet.Mr. :ABI L0D: .M started this showroom in

the year o$ 1993 A#g#st 1st. it was started with $ew employees and !ery soon it has pro!ided an

opport#nity to nearly ++ members. 0t is now with nearly ++ employees. At present !ar#n as

$ew a#thoried o#tlets in twin cities 6 one is in Beg#mpet and others are in L#katpally Banara

hills Balanagar Malakpet and this branchEs as got an a#thoried ser!ice centre.

FA:IN is pro!iding all kinds o$ $inancial s#pport to the c#stomers by which they are not

re4#ired to go to banks to get the loans. The bankEs e,ec#ti!es are a!ailablein the showroom to

e,plain the !ario#s schemes to the c#stomers. 0t makes easy $or the c#stomers in decision/

making process. FA:IN has tie/#ps with banks s#ch as 0&0&0 &0T0 B bank not only banks

b#t it also tie/#ps with $inancial instit#tionss#ch as s#ndaram $inance and Mahindra $inance.

The ser!ice centre are pro!iding good 4#ality a$ter/sales/ser!ice $or their c#stomers not only

that FA:IN MDTD: can also pro!iding spare parts $or Mar#ti ##ki cars $or their

c#stomers which ha!e helped them in sales $or mar#ti. They ha!e 4#ali$ied ser!ice engineers

who pro!ide good ser!ice to the c#stomers. This has been a maor asset to the company. The

companyEs sta$$ has been !ery sincere in their work and they respect the c#stomers and they

satis$y the c#stomers by their work.

Beca#se o$ this good ser!ice FA:IN is able to capt#re the market easily. The loyalty o$ the

c#stomers o$ FA:IN is !ery high. The sales o$ FA:IN are J+++ cars per ann#m. As the sales

o$ the cars increase there is the possibility o$ increase in c#stomers $or the ser!ice centresalso.

There$ore they are $oc#sing !ery well on !ario#s promotional strategies to increase the sales and

1


13/68

also the ser!ices

Deaers!ip Ac!ie)e%ents&

The management practices at Far#n complements the p#rs#it o$ per$ection. The speed o$

adaptation to change and commitment to growth largely boosted the operational e$$iciency o$ the

organisation. Far#n-s ero ?e$ect approach that has dri!en it to #pgrade its operating systems

contin#o#sly earned it the 1(+ certi$ication and No.1 position in the market. Behind the s#ccess

o$ Far#n >ro#p lies the saga o$ team work aggressi!emarketing dedication discipline higher

le!els o$ sensiti!ity towards c#stomers and e,cellent : practices.

Far#n-s immense $oc#s on ser!ice and c#stomer careblites the competition whilst its

showrooms and workshops are also top notch. @or e,ample Far#n-s Mar#ti showroom in

Fisakhapatnam is the largest showroom in 0ndia whilst Far#n-s workshops are e4#ipped with #p

to date technology modern in!entory and world class $acilities. D#r Mar#ti dealership at

Fiayawada is in an o#tstanding 3 $acility.

1o%e O$ Ot!er 1trategies&

13


14/68

At Far#n the management interacts directly with c#stomers and comm#nication is seen across

all le!els o$ management. 8e keep eno#gh stock $or c#stomers to to#ch $eel and see.

Many inno!ati!e and $le,ible $inance schemes are tailor made to make the prod#cts

easily a!ailable to all segments o$ c#stomers. This is the main reason $or highest sales in o#r

o#tlets and has also raised the a$$ordability le!els o$ c#stomers. 8e $oc#s more on ser!ice than

mere salesbeca#se we belie!ein getting back what we sow and e!en more.

Far#n-s philosophy o$ ser!ing the c#stomer at his door step is the main reason behind its

e,pansion plan o$ workshops As the 0ndian economy is a *+ agric#lt#ral economy emphasis is

gi!en to r#ral marketing mobileshowrooms and r#ral ser!ice centres with spares parts back #p.

Far#n also has dri!ing schools. All ser!ices are #nder one roo$ $or e,7 :TA 0ns#rance e,tended

warranty accessories e,change and tr#e !al#e departments.

6arun 7roup- 1er)ice 1tatistics&

8e are c#rrently ser!icing 1(+++ Baa-s range o$ / wheeler and 3/ wheeler !ehicles per month

and 5J++ Mar#ti cars per month. Far#n Motors has ser!iced 1+ +++++ Baa !ehicles and

+++++ Mar#ti cars till date.

1ea%ess ser)ices across nation&

1'


15/68

The c#stomer can get all the ser!ices likeb#ying newpolicy e$$ecting renewals endorsements

and claims at any Mar#ti a#thoried dealer o#tlet across the dealer network spread all o!er 0ndia.

The ser!ices co!er right $rom policy iss#ance to emergency assistance to post accident repairs

and claim settlement

.

,aster : ,air Cai% sette%ent7

8ith Mar#ti 0ns#rance there are no hassles like 0ns#rance &o. is not gi!ing $air claim settlement.

8hate!er is payable by standards is admissible by 0ns#rance &o. The c#stomer is not $orced to

bear the #nd#e di$$erential cost o$ repairK replacement.

Eas( sette%ent o$ cai%s wit! no $oow-ups&

There wo#ld not be any need o$ the c#stomer-s personal in!ol!ement with the s#r!eyor or

0ns#rance company nor wo#ld the c#stomer ha!e to worry abo#t sal!age disposal in the process

o$ settlement o$ claims. All this will be taken care o$ by the dealer.

Repairs at Aut!oried Deaer wor's!ops&

15


16/68

A$ter an accident the damaged !ehicles are repaired at the A#thoried ?ealer workshops that are

e4#ipped with the best $acilities and in$rastr#ct#re. This wo#ld lead to 4#ality repairs with Mar#ti

>en#ine spare parts and trained mechanics with Mar#ti 0ns#rance the c#stomer need not

compromise on the 4#ality o$ repairs and th#s health o$ the car by going to smaller roadside

workshops.

Deaer Assisted towing $aciit(&

Towing assistance wo#ld be pro!ided $or getting the !ehicle to the dealer workshop in case o$

accidents where the !ehicle has been rendered immobile. This $acility is a!ailable $ree o$ cost #p

to :s 15++K/ 0$ the cost inc#rred $or towing is more than :s15++K/ then the e,cess amo#nt will be

borne by the c#stomer. This can be increased sho#ld the ins#red pre$er so by paying e,tra

premi#m at the time o$ policy iss#ance.

Eas( trans$er o$ No cai% bonus&

No matter which 0ns#rance company the c#stomers- !ehicle was pre!io#sly ins#red with his no

claim bon#s earned on pre!io#s policy will be easily trans$erred to Mar#ti 0ns#rance policy that a

c#stomer is b#ying at the time o$ renewal.

Instant Poic( issuance&

No longer wo#ld the c#stomer need to wait $or the policy doc#ment which sometimes takes

1*


17/68

months to get deli!ered $rom the 0ns#rance company. 8ith M0 the policy is iss#ed thro#gh

0nternet and it is instantaneo#s.

,aster re$unds and canceations : Poic( 6eri$ication&

Mar#ti 0ns#rance is completely dri!en by 0T systems and th#s it is possible to ha!e a $aster

response time $or cancellations and re$#nds compared to other 0ns#rance companies. At the time

o$ payment o$ claims also the policy and premi#m credit !eri$ication is instant. This adds to both

?ealer and stomer com$ort.

Easy settlement of claims with no follow-ups:

There would not be any need of the customer's personal involvement with the surveyor

or Insurance company, nor would the customer have to worry about salvage disposal in

the process of settlement of claims. All this will be taken care of by the dealer.

Repairs at Authorized Dealer workshops:

After an accident, the damaged vehicles are repaired at the Authorized Dealer

workshops that are euipped with the best facilities and infrastructure. This would lead

to uality repairs with !aruti "enuine spare parts and trained mechanics with !aruti

Insurance the customer need not compromise on the uality of repairs and thus health

of the car, by going to smaller roadside workshops.

Dealer Assisted towing facility:

Towing assistance would be provided, for getting the vehicle to the dealer workshop, in

1J


18/68

case of accidents where the vehicle has been rendered immobile. This facility

is available free of cost up to #s $%&&( If the cost incurred for towing is more than

#s$%&&( then the e)cess amount will be borne by the customer. This can be increased

should the insured prefer so by paying e)tra premium at the time of policy issuance.

Easy transfer of No claim bonus:

*o matter which Insurance company the customers' vehicle was previously insured

with, his no claim bonus earned on previous policy will be easily transferred to !aruti

Insurance policy that a customer is buying at the time of renewal.

Instant olicy issuance:

*o longer would the customer need to wait for the policy document, which sometimes

takes months to get delivered from the Insurance company. +ith !I, the policy is

issued through Internet and it is instantaneous.

!aster refunds and cancellations " olicy #erification:

!aruti Insurance is completely driven by IT systems and thus it is possible to have a

faster response time for cancellations and refunds compared to other Insurance

1(


19/68

companies. At the time of payment of claims also, the policy and premium credit

verification is instant. This adds to both Dealer and ustomer comfort.

#eference- http-seminarproects.comThread(an(internship(programme(in(varun(

maruti(suzuki/i)zz01T2o##T

$usiness #erticals of the %roupAutomobile

2stablished in $3%&s.

4&5 6ear on year growth for the last 7 years.

8ne of the largest Automobile dealers in the country.

#s. $%&& cr annual turnover.

Auto-!inancing

2stablished in $39&s.

0&5 686 growth in the last % years.

1usiness penetration in to the remote corners of A:.

#s. $&& annual disbursement.

Infrastructure

19
http://seminarprojects.com/Thread-an-internship-programme-in-varun-maruti-suzuki#ixzz4BqTEoRRThttp://seminarprojects.com/Thread-an-internship-programme-in-varun-maruti-suzuki#ixzz4BqTEoRRThttp://seminarprojects.com/Thread-an-internship-programme-in-varun-maruti-suzuki#ixzz4BqTEoRRThttp://seminarprojects.com/Thread-an-internship-programme-in-varun-maruti-suzuki#ixzz4BqTEoRRT


20/68


21/68

#eceived H1aa arun 1each awarded H1est ?otel :roect :an IndiaH by ee 1usiness E #I< in 4&$$.

*ovotel >arun 1each awarded H1est *ew ?otelH by ?I


22/68

&orporation and soon started his own B#siness !ent#res / akshmi @inance and Farsha

B#ilders in 19(+s. 0n 199 thro#gh the establishment o$ Far#n Motors in Fisakhapatnam

he spread his a#tomobile dealership b#siness thro#gho#t Andhra radesh and Telangana.

Today Far#n Motors is a ho#sehold name in Andhra radesh and Telangana ser!ing

millions o$ c#stomers since its inception representing a#tomobile brands s#ch as Baa

A#to Mar#ti ##ki %&B and Bharat Ben. Far#n >ro#p #nder the leadership o$ Mr.

rabh# Lishore is $ast emerging as the leading a#tomobile b#siness in 0ndia.

Mr. rabh# Lishore with his wi$e Mrs. akshmi Lishore and son Mr. Far#n ?e! and

da#ghter Farsha li!e in Fiag.

+rs* 3a's!%i =is!ore

Mrs. akshmi Lishore hails $rom a b#siness $amily in Fiayawada Andhra radesh.


23/68

)d#cated with a degree in )nglish iterat#re she has been a pillar o$ s#pport to the Far#n

>ro#p.

Balancing the $amily responsibility with hands on approach to !ario#s aspects o$ the

>ro#p b#siness Mrs. akshmi Lishore is a b#siness woman par e,cellence.

+r* 6arun De)

Mr. Far#n ?e! holds a Masters degree in )ngineering $rom 8arwick Ini!ersity in IL

and has worked with ##ki in #ngary.

e oined the $amily b#siness in ++J and is c#rrently the Managing ?irector o$ the

A#tomobile ?i!ision i.e. Mar#ti Baa %&B and ?aimler dealerships o$ the >ro#p.

+s* 6ars!a

Ms. Farsha holds an MBA in ospitality degree $rom es :oches chool o$ otel

Management witerland and a Bscons Management degree $rom The Ini!ersity o$

3


24/68

Manchester Inited Lingdom.

he is the DwnerEs :epresentati!e $or the ospitality ector in the >ro#p. 8ith a keen

eye $or 0nterior ?esign Marketing Dperations and New roects she p#rs#es !ario#s

aspects in the ospitality 2 )ntertainment Fertical.

VARUN GROUP - AWARDS

D!er * yrs in the A#tomobile ind#stry res#lted in creation o$ Tr#st >oodwill 2

:ep#tation.

igh rate o$ satis$action $rom all to#ch points / i.e. principals c#stomers bankers

employees and >o!t bodies.

Far#n Motors was awarded +aruti P3ATINU+award )le!en times in Balanced

corecard ;latin#m award is the highest rated award in Mar#tio!t o$ A awarded "2est deaer award $or pa(%ent o$ tax .6AT0 : Co%piance to

AP 6AT pro)isions"in "++1/+ and ++*/+J".

:ecei!ed "2a5a5 1tar deaer"award many times $rom Baa A#to imited.

Dne o$ the $irst Baa dealers to start in ho#se $inance and e,change $acility.

Best )merging %&B dealer $or @O +9/1+ in the $irst year o$ operation.

No!otel Far#n Beach awarded "2est Hote Pro5ect Pan India"by ee B#siness 2 :0&

in +11.

No!otel Far#n Beach awarded "2est New Hote"by 0&A in +1.

No!otel Far#n Beach recei!ed DDP Traibaer Award# 2est +eetings : Con$erence

Hote# 2est Hospitait( Partner in +1' / 15

No!otel Far#n Beach is classi$ied as "> 1TAR Deuxe Hote"in +1'

Many more awards $or ales atis$action and stomer atis$action o!er the years.

:ecei!ed "2est E%po(er o$ t!e 4ear";in the Area o$ "&orporate ocial

:esponsibility"< Award $or the year +13 by abo#r ?epartment >o!t o$ A.

Far#n Bharat Ben sold 1+( Tr#cks in %anE+15 and stood No.1 among all 0ndia dealers

Far#n Bharat Ben recei!ed Best ?ealer $or 'HJ :A 6 Achie!ed :eco!ery in P ' rs

;p#tting the !ehicle back on road< award +1'

5


26/68

Far#n %&B Best dealer D!erall per$ormance in arts ;All 0ndia< Award in +1'

CHAPTER-III

RE6IE? O, 3ITERATURE

*


27/68

The Marketing Mi,

;The ' -s o$ Marketingro#ps7 Two or more people who interact to accomplish indi!id#al o$ m#t#al

goods. The broad types are gro#ps re$erence gro#ps opinion leaders in the

re$erence gro#p are persons who beca#se o$ special skills knowledge personality

e,erts in$l#ence o$ others.

ii< @amily7 marketers are interested in the roles and in$l#ence o$ the h#sband wi$e

and children on the p#rchase o$ di$$erent prod#cts and ser!ices. @i!e $ingers o$ the

hand relating to $i!e members o$ $amily in$l#encing the decision o$ p#rchase.

iii< :oles and tat#s7 A person role di$$ers $rom gro#p to gro#p. A role consists o$ the

acti!ities people are e,pected to per$orm according to the persons aro#nd them.

)ach role carries a stat#s re$lecting the general esteem gi!en to it by society.

eople o$ten choose prod#cts that show their stat#s in the society.

/0 Persona $actors&

i< Age and li$e cycle stage7 tastes in $ood clothes $#rnit#re etc care o$ten age

related. B#ying is also shaped by the stage o$ $amily li$e cycle the stages thro#gh

which $amilies might pass as they mat#re o!er time.

ii< Dcc#pation= A personEs occ#pation a$$ects the good and ser!ices bo#ght. Bl#e

collar workers tend to b#y more r#gged clothes where as white collar workers b#y

3*


37/68

more s#its. A company cans e!er specialty in making prod#cts needed by a gi!en

occ#pation.

iii< )conomic sit#ation7 Marketers o$ income sensiti!e goods look at the cons#mer

personal income sa!ings and interest rates. 0$ the economic indicators point to a

recession marketers can take steps to redesign reposition and re/price their

prod#cts closely.

i!< i$e style7 i$e style is a personEs pattern o$ li!ing #nderstanding these $orces

in!ol!es meas#ring cons#merEs acti!ities interests and opinions.

!< ersonality and sel$ concept7 0t re$ers to the #ni4#e psychological characteristics

that lead to relati!ely consistent and tasting response to oneEs own en!ironment

ersonality is #s#ally described in terms o$ traits s#ch as sel$/con$idence

dominance sociability a#tonomy de$ensi!eness adaptability and aggressi!eness.

@0 Ps(c!oogica $actors&

i< Moti!ation7 A moti!e is a need that is s#$$icient pressing to direct the person to

seek satis$action. sychological ha!e de!eloped theories o$ h#man moti!ation $or

cons#mer analysis and marketing.

ii< erceptions7 0t is the process by which people select organie and intercept

in$ormation to $orm a meaning$#l pict#re o$ the world. Two people with same

moti!ation and is the same sit#ation may act 4#ite di$$erently beca#se they

percei!e the sit#ation di$$erently.

iii< earning7 8hen people act they learn. earning describes chares 0n an indi!id#al

beha!ior arising $rom e,perience. earning theorists say that most h#man

beha!ior is learned learning occ#rs thro#gh the interplay o$ dri!es stim#li #ses

responses and rein$orcement.

Belie$s and Attit#des7 Thro#gh doing and learning people ac4#ire belie$s nd

attit#de. These in t#rn in$l#ence their b#ying beha!ior. A belie$ is a descripti!e

3J


38/68

tho#ght that a person has abo#t something= as attit#de describes a personEs

relati!ely consistent e!al#ations $eelings and tendencies toward an obect o$

0ndia.

3(


39/68

There are $o#r main aspects o$ a promotional mi,. These are7

Ad!ertising/ Any paid presentation and promotion o$ ideas goods or ser!ices by an

identi$ied sponsor. ),amples7 rint ads radio tele!ision billboard direct mail broch#res

and catalogs signs in/store displays posters motion pict#res 8eb pages banner ads

and emails.

ersonal elling/ A process o$ helping and pers#ading one or more prospects to p#rchase

a good or ser!ice or to act on any idea thro#gh the #se o$ an oral presentation. ),amples7

39
http://en.wikipedia.org/wiki/Advertisinghttp://en.wikipedia.org/w/index.php?title=Personal_Selling&action=edit&redlink=1http://en.wikipedia.org/wiki/Advertisinghttp://en.wikipedia.org/w/index.php?title=Personal_Selling&action=edit&redlink=1


40/68

ales presentations sales meetings sales training and incenti!e programs $or

intermediary salespeople samples and telemarketing. &an be $ace/to/$ace or !ia

telephone.

ales promotion/ Media and non/media marketing comm#nication are employed $or a

pre/determined limited time to increase cons#mer demand stim#late market demand or

impro!e prod#ct a!ailability. ),amples7 &o#pons sweepstakes contests prod#ct

samples rebates tie/ins sel$/li4#idating premi#ms trade shows trade/ins and

e,hibitions.

#blic relations/ aid intimate stim#lation o$ s#pply $or a prod#ct ser!ice or b#siness

#nit by planting signi$icant news abo#t it or a $a!orable presentation o$ it in the media.

),amples7 Newspaper and magaine articlesKreports TFs and radio presentations

charitable contrib#tions speeches iss#e ad!ertising and seminars.

&orporate image/ The 0mage o$ an organiation is a cr#cial point in marketing. 0$ the

rep#tation o$ a company is bad cons#mers are not less willing to b#y a prod#ct $rom this

company as they wo#ld ha!e been i$ the company had a good image.

?irect Marketingis o$ten listed as a the $i$th part o$ the marketing mi,

),hibitions/ are try/o#ts. Oo# make yo#r prod#ct and let potential b#yers try the

prod#ct this way= yo# know directly what people see in yo#r prod#ct. The downside

yo#r competitor can see e,actly what yo# are doing.

Custo%er 1atis$action&

The e,tent to which prod#cts percei!ed per$ormance matches a b#yerEs e,pectationC.

&ons#mer satis$action depends on the prod#cts percei!ed per$ormance relati!e to a

b#yerEs e,pectations. 0$ the prod#cts per$ormance $allEs short o$ e,pectations the c#stomer is

dissatis$ied.

'+
http://en.wikipedia.org/wiki/Sales_promotionhttp://en.wikipedia.org/wiki/Public_relationshttp://en.wikipedia.org/wiki/Corporate_imagehttp://en.wikipedia.org/wiki/Corporate_imagehttp://en.wikipedia.org/wiki/Direct_Marketinghttp://en.wikipedia.org/wiki/Exhibitionshttp://en.wikipedia.org/wiki/Sales_promotionhttp://en.wikipedia.org/wiki/Public_relationshttp://en.wikipedia.org/wiki/Corporate_imagehttp://en.wikipedia.org/wiki/Direct_Marketinghttp://en.wikipedia.org/wiki/Exhibitions


41/68

0$ per$ormance e,ceeds e,pectations the c#stomer is highly satis$ies o$ delighted.

atis$ied c#stomers repeat p#rchases and tell others abo#t their good e,periences with the

prod#ct. The key is to match c#stomer e,pectations with company per$ormance.

The c#stomer centered $irm seeks to deli!er high c#stomer satis$action relati!e to

competitors. A company can always increase c#stomer satis$action by lowering its price o$

increasing its ser!ices. B#t this may res#lt in lower pro$its. The p#rpose o$ marketing is to

generate c#stomer !al#e pro$itably.

Custo%er o(at(&

ighly satis$ied c#stomers prod#ce se!eral bene$its $or the company. atis$ied c#stomers

are lesser price sensiti!e. They talk $a!orably to others abo#t the company and its prod#cts and

remain $or longer period. stomer delight created an emotional relationship with a prod#ct o$

ser!ice. This crated high c#stomer loyalty.

'1


42/68

CHAPTER-I6

DATA ANA341I1 AND INTERPRETATION

'


43/68

FUE1TIONNAIRE AND INTERPRETATION ?ITH 7RAPH1&

1< 0ncome per month

a< ess than *+++L b< *++1L /1++++L

c< 1+++1L/15+++L d< Abo!e 15+++L

ess than *+++L *++1L /1++++L 1+++1L/15+++L Abo!e 15+++L

5 ' ' 9

5

!"

"!

!#$ess than %&&&'

%&&' &&&&'

&&&'5&&&'

*+o,e 5&&&'

Interpretation&

By the abo!e pie chart we know that the c#stomers ha!e an income per month 1++++ to

++++ is ' abo!e 15+++ are 9 between *+++ and 1++++ are ' and less than *+++ are

'3


44/68


45/68

3. ?id yo# hear abo#tVarun MotorR

a< O) b< ND

O) ND

95 5

#5

5

-ES

N.

Interpretation&

By this pie/chart we can #nderstand most o$ the respondents know abo#t the retail

prod#cts o$ Far#n Motor.

'5


46/68

'. Are yo# #sing Far#n rod#ctsR

a< O) b< ND

O) ND

*J 33

%/

00

-ES

N.

Interpretation&

By the abo!e pie 6chart we know that *J respondents are #sing 6arun +otor

rod#cts and rest o$ the 33 respondents are not #sing eritage retail rod#cts.

o we ha!e to concentrate more on those 33 as well as *J respondents.

'*


47/68

5 O) 8hat is yo#r rating $actor $or !ar#n rod#cts which yo# will gi!eR

RATIN7 ,ACTOR 7OOD ,AIR 2AD

Q#ality

rice

onge!ity

Dthers ;Sood 95

9 A!erage 5

/ oor +

o#rce7 c#stomer s#r!ey ;primary data>)T0DN

&DN&I0DN

QI)T0DNNA0:)

B0B00D>:AO

*3


64/68

,INDIN71

The company is ad!ertisement is $air and is reaching to all people.

The ad!ertisement is di$$ic#lt to #nderstand.

Far#n Motor rod#cts is not concentrating on the promotional acti!ities $or the c#stomers

and $or the retailers.

The company is not concentrating on other types o$ ad!ertising media.

The package design is not comm#nicati!e and eye catching so package design and color

ha!e to blend harmonio#sly to make the package comm#nication e$$ecti!e.

The company is not cond#cting road shows so as to get awareness in the p#blic abo#t the

prod#ct and ser!ices.

0mpro!e the marketing personnel and they sho#ld gi!e $#ll knowledge to the c#stomers

and retailers.

Far#n Motor rod#cts m#st impro!e their personnel selling direct contacting c#stomers

to gi!e awareness o$ their prod#cts.

*'


65/68

1U77E1TION1

The company is not concentrating on other types o$ ad!ertising media.

The package design sho#ld be comm#nicati!e and eye catching so package design and

color ha!e to blend harmonio#sly to make the package comm#nication e$$ecti!e.

Network ;Market< sho#ld be e,panding to r#ral !illages.

:ed#ce the rates to increase the market share.

The company sho#ld cond#ct road shows so as to get awareness in the p#blic abo#t the

prod#ct and ser!ices.

0mpro!e the marketing personnel and they sho#ld gi!e $#ll knowledge to the c#stomers

and retailers.

The o$$ers sho#ld be $airer and sho#ld also necessary to bring new models with

$ascinating o$$ers.

0t will help $#ll in 0ncreasing o$ ales i$ The 6arun +otor rod#cts brings cards $or the

di$$erent gro#ps o$ people s#ch as t#dents )mployees >irls etc.

*5


66/68

CONC3U1ION

@rom proect concl#de that promotion o$ any ser!ice can be s#ccess$#lly e,ec#ted by

creating awareness thro#gh word o$ mo#th and by maintaining the ser!ice according to

Ad!ertising and ales romotional Acti!ities.

**


67/68

B0B00D>:AO

.No. AUTHOR NAME REFERED BOOKS

8* 00 LDT): rinciples o$ Marketing 6 11th)dition

rentice all 0ndia.

9* 00 LDTA: Marketing Management 6 Millenni#m

)dition.rentice all 0ndia

/* F..:AMA8AMO 2 Marketing Management /J

th

)dition

NAMALIMA:0 Millenni#m 0ndia td.

@* :0&A:? : T0 ales Management /5th)dition

rentice all 0ndia.

>* >.&.B):0 Marketing :esearch /*th)dition

Tata Mc>raw ill &o.td.

*J


68/68

* I&L ?AF0? 2 Marketing :esearch /Jth)dition

:DB0N :DNA? rentice all 0ndia.

8)B 0T)

www.google.com

www. 6arun +otor .com

www.c#stomersopt.org
http://www.google.com/http://www.wipro.com/http://www.wipro.com/http://www.customersopt.org/http://www.google.com/http://www.wipro.com/http://www.customersopt.org/

Documents

Marketing mix heritage2011.docx