marketing mix in automobile industry

7/30/2019 marketing mix in automobile industry

1/16

MARKEETING MIX IN

AUTOMOBILE INDUSTRY


2/16

OBJECTIVES OF THE STUDY

To find out the present status of the automobile industry.

To study the martket research of the automobile industry.

To study the distribution and markeeting strategies adopted by automobile

industry.

To enhance our analytical skills in the field of practical application ofmarkeeting.


3/16

RESEARCH METHODOLOGY

Research in common parlance refers to a search for knowledge. One can also

define research as a scientific and systematic search for pertinent information

on a specific topic. In fact, research is an art of scientific investigation. It is the

pursuit of truth with the help of studies, observation, comparison and

experiment. In short the search for knowledge through objective and

systematic method of finding solution to a problem is research.

Research design used in this project is Exploratory research and I have

collected primary data through interaction with the people I have visited and

I have collected data from them


4/16

LIMITATIONS OF THE STUDY

Time constraints

Budget constraints

Difficulty in comparison

Based on past financial data

Sources of information is limited


5/16

MARKEETING MIX

Markeeting mix is set of correlated tools that work together to achieve

companys objectives .

SEVEN PS OF MARKEETING MIX ARE:-

PRODUCT

PRICEPLACE

PROMOTION

PEOPLE

PROCESS

PHYSICAL EVIDENCE


6/16

MARKET SHARE OF KEY PLAYERS IN 2006-07

KEY PLAYERS IN 2006-07 PERCENTAGE

HERO HONDA 42%

BAJAJ 27%

TVS 19%

HMSIL 9%

OTHERS 3%

0% 20% 40% 60%

HERO

HONDA

BAJAJ

TVS

HMSIL

OTHERS

PERCENTAGE

PERCENTAGE


7/16

MARKET SHARE OF KEY PLAYERS IN 2010-11

MARKET SHARE IN 2010-11 PERCENTAGE

HERO HONDA 37%

BAJAJ 29%

TVS 19%

HMSIL 10%

OTHERS 5%

0%

5%

10%

15%

20%

25%

30%

35%

40%

PERCENTAGE

PERCENTAGE


8/16

BREAK UP OF 2 WHEELER INDUSTRY BY SEGMENT

SEGMENT IN 2 WHEELER INDUSTRY PERCENTAGE

MOTORCYCLES 83%

SCOOTERS 12%

MOPEDS 5%

0% 50% 100%

MOTORCYCLES

SCOOTERS

MOPEDS

PERCENTAGE

PERCENTAGE


9/16

MARUTI SUZUKIS SALE OF THEIR DIFFERENT MODELS IN 2010-11

DIFFERENT CARS OF MARUTI SUZUKI SALES PERCENTAGE

MARUTI 800 10%

ALTO 12%

RITZ 7%

WAGONR 20%

SWIFT 24%

SX4 10%

DZIRE 17%

0

0.05

0.1

0.15

0.2

0.25

0.3

1 2 3 4 5 6 7 8

DIFFERENT CARS OF

MARUTI SUZUKI

SALES PERCENTAGE


10/16

HYUNDAIS SALE OF THEIR DIFFERENT MODELS IN 2010-11

DIFFERENT MODELS OF HYUNDAI SALES PERCENTAGE

SANTRO 18%

I10 25%

I20 20%

ACCENT 12%

VERNA 17%

TUCSON 8%

0%

5%

10%

15%

20%

25%

30%

SALES PERCENTAGE

SALES PERCENTAGE


11/16

HONDAS SALE OF THEIR DIFFERENT MODELS IN 2010-11

DIFFERENT MODELS OF HONDA SALES PERCENTAGE

ACCORD 13%

CITY 27%

CIVIC 17%

CR-V 10%

JAZZ 18%

BRIO 15% 0%

5%

10%

15%

20%

25%

30%

SALES PERCENTAGE

SALES PERCENTAGE


12/16

TOYOTAS SALE OF THEIR DIFFERENT MODELS IN 2010-11

DIFFERENT CARS OF TOYOTA SALES PERCENTAGE

COROLLA ALTIS 20%

ETIOS 16%

FORTUNER 18%

INNOVA 22%

LAND CRUISER 4%

CAMRY 14%

PRADO 6%

0%

5%

10%

15%

20%

25%

SALES PERCENTAGE

SALES PERCENTAGE


13/16

SALES OF DIFFERENT LUXURIOUS CARS IN 2010-11

LUXURIOUS CARS SALES PERCENTAGE

MERCEDES 24%

AUDI 20%

BMW 22%

BENTLEY 08%

JAGUAR 10%

LAND ROVER 16%

0% 10% 20% 30%

MERCEDES

AUDI

BMW

BENTLEY

JAGUAR

LAND ROVER

SALES PERCENTAGE

SALES PERCENTAGE


14/16

CONCLUSION AND SUGGESTIONS

Indias expedition to become a global auto manufacturing hub could beseriously challenged by its inability to uphold its low cost production base.A survey conducted by the research firm reveals that Indian autocomponent manufacturers are increasingly becoming sceptical aboutsustaining the low cost base as overheads including labour costs and

complex tax regime are constantly rising. The survey said many executive believe that Indias cost advantage is

grinding down fast as labour costs are constantly increasing and retainingemployees is becoming more and more difficult. Increased presence ofglobal automotive companies in the industry was cited as one of the reasonsfor the high erosion rate.

Indian auto business will only flourish if they boost investment inautomation. In the longer term, cost advantage will only be retained ifIndian capital can be used to develop low cost automation inmanufacturing. This is the way to preserve our low cost.


15/16

Global auto majors are also cynical about Indias low cost manufacturing base.

Indian taxation remains a big disadvantage. This is not about tax rates, it is just

about unnecessary complexity. But some companies also believe that there is

scope for reducing the cost of doing business.

In spite of this, there are opportunities to exploit lower costs right across the

board. Its true that labour costs are definitely increasing but they are still fiver

percent of the total operational costs. The labour costs can be further reduced if

companies are successful in bringing down other costs like reducing power costs.

Low cost base can never last long. The company said Indian industry has till nowrelied on very labour intensive model but it would have to switch over to a more

capital intensive market.


16/16

BIBLIOGRAPHY

MARKEETING MANAGEMENT BY PHILIP KOTLER

WIKIPEDIA

COMPANIES OFFICIAL SITES

AUTO INDIA MAGAZINE

TOP GEAR MAGAZINE

BBC NEWS SITE

INSIDETIME.COM

Documents

marketing mix in automobile industry