OBJECTIVESThe primary objectives of the project are as mentioned below: 1. To assess the customer satisfaction level 2. Proper understanding and analysis of the JCB India Ltd. 3. To study the brand image of JCB India Ltd. 4. Proper understanding of promotional tools prevailing in the company. 5. To suggest the ways to promote JCB as brand. 6. To know strength, weakness, opportunities and threat of JCB brand image.
METHODOLOGYBecause the objective of a survey is to find new hypothesis, flexibility and feedback from the customers. However, three lines of attack may aid in finding hypothesis of value: Study of secondary sources of information. Survey of individuals who are apt to have ideas on the ideas on the general subject. Analysis of selected cases.
Field work for the JCB India customer satisfaction survey was conducted between MAY and JUNE 2006. Sample was provided by JCB India limited. Interviews are pre arranged and conducted face to face. The study combined two of the standard JCB customer satisfaction Questionnaires on sales and delivery and service, as the central research instrument. SAMPLE DISPOSTION Number of interviews conducted is 50
INDUSTRY PROFILEHISTORY OF EARTH MOVING The movement of earth and the remodeling of the landscape have always being a source of fascination for man. Man has acted as Architect throughout his entire civilized past with the building and moving of earth constantly playing an important role. But the first traces of our cultural heritage are not only to be found in art. But also in building and agriculture. Mining was as early as the Neolithic age when the main desire was obtain flint from chalk to make weapons and tools. About 6,000 years ago, with the progression from the Neolithic age to the copper age, the change from hoe farming to the plough culture took place. It was at this time that the oldest known piece of earth moving equipment appeared: the simple wooden plough. In fact the plough features throughout the history of mankind 5,200 years after it was invented it was to undergo a tremendous change transforming it into what was to become todays grader and scraper and into other importance of earth moving equipment. Earth moving machines are part of human culture; they mirror contemporary thought, technical possibilities and the every day working world of our forefathers. The development of earth moving machines tells the story of our culture, as does the art or the history of the people and the states.
The quickly forgotten development of building techniques never attracts the same attention as the history of weapons for example either in public or in museum. It is for these reasons among others that the history of these machines was finally written down as comprehensively as possible for safekeeping. Without the need to build there would be no construction
equipment, without construction equipment there would be no longer stretches of road and rail networks, no great water ways and or airports. Dams would not be as high as there are there would be no connecting bridges or tunnels. Earth moving equipment followed the three stages of development. In early times machines took over the dredging of ports, canals and the rivers, not save on manual labors was cheap but because manual work prove to be impact in practical. early machines were built for use on waterways. Then come to the next stage of development. With the world changing invention of the railway, earth moving machines were adopted for use on rails and were use to build the railway as well as being transported by rail. These appearance changes again early this century when they were adopted for road use and they were increasingly transported by road rather than rail. Large numbers of these machines were used
in the construction of roads and motorways especially during the middle of 28th century. The origins of earth moving machines can certainly be traced back to the early days of technology, but try to go back further into the past and the traces soon disappear. The drag bucket pulled along by animals can be seen as the first specialized earth-moving device. It was the development of plough, already thousands of years old when the drag buckets was first use. How grade was increase in performance as compared to earlier methods? We cannot be sure but a worker using a pickaxe and shovel and with a basket on this back could move roughly to 2 cubic meter of earth over a distance of 200 meters in the course of 12 hours a day. By comparison building of San Dam in California in 1964 almost 1.5 cubic meters of earth were moved per second from the sources side 20 km away.
COMPANY PROFILEHISTORY JCB INDIA LIMITED was oldest earth moving Construction Company and was entered in India in1979 in joint venture with Escorts Group. JCB India Limited of United Kingdom is ranked in the top 5 manufacturers of earthmoving and construction
equipment in the world. The company sells its products in over 130 countries and is the worlds no. 1 in the Backhoe Loader or the Excavator Loaders market. Stated below is a synopsis of JCB India corporate: 1979: JCB India Limited, world-renowned EMCE manufacturer, & Escorts limited, a major Indian engineering conglomerate and player in the Indian Earthmoving and Construction Equipment Industry (EMCE) joint hands to form Escorts JCB (EJCB), a joint venture. 1980: Plant located at Ballabgarh 30 kilometers from Delhi starts operations and in June rolls out its first equipment an excavator loader. The Excavator- Loader was a machine for the Indian EMCE market making the beginning of mechanization of small and medium sized jobs. The first model was JCB 3C MarkIII.
1980-1982: These two-and-a-half years were spent in product adaptation and improvements and during this period, two
succeeding models JCB 3C MarkIV and JCB Mark V were launched.
Each model was a further improvement on the previous one. All these models were extremely successful as they were widely accepted this new concept and mid-sized machine. These machines were used forloading, dozing, trenching, road building, mining, etc. These machines served the market for five years. 1984: EJCB started appointing dealers to provide after sales support to the machines in field- the only ones of their kind then and even now. 1987: EJCB further improved the excavator- loader and launched JCB 3D. This is the largest selling model in the country. 1989: EJCB completes the first phase of the appointment of a countrywide dealership network, dealerships with 50 outlets. 1991: EJCB made massive investments in its plants to give betterfinished machines. The installation of shot blasting machines and a state-of-the-art paint shop, helped give a better finish and longer lasting paint, making the machines more durable. 1992: This year saw the launch of two new machines. One was a bigger excavator loader JCB 5D, giving better excavation and loading capacities and the other were JCB 430 Z Articulated loading shovel. comprising over 20
1993: The JCB 530 Telescopic handler was launched. This machine is capable of performing varied jobs such as that of a loader, crane, forklift and maintenance platform. It was a huge success with industries. 1995: EJCB became the first company to be accredited with ISO 9001. In addition, this was the year, when EJCB sold over 2000 machines a year. 1996: EJCB started depots in zones to provide parts support to the dealers and reduce machine downtime. 2001: The JCB 4CX Excavator-Loader was launched. This machine set standards such as operator comfort, styling, all capability, productivity and reliability. 2002: BY this year, EJCB had totally sold over 10000 machines, and had over 100 dealers. 2003: JCB increased its stake from 40 % to 60%. The JCB 3D was redesigned with a more powerful engine hydraulic system and a more comfortable cabin. Its sales crossed the 12,000 mark. 2004: Enhances its range by offering JS 200 Track Excavator and JCB skid steer loaders. Also launched the two-wheel drive version of JCB 4CX and the new look JCB 3D. 2005: Globally, JCB, the 5th largest manufacturer of construction equipment in the world grew its worldwide market share to
over 20% to regain its position as the No 1 manufacturer of Backhoe loaders in the world 2006: EJCB is bought by JC Bamford Excavators Limited and becomes JCB India Ltd. THE NETWORK JCB India Limited was the first company in this industry to man and support its products through a network of dealerships. Today this network comprises of JCB India marketing offices 40 dealers and over 160 dealership outlets nationwide. In addition, to the above there are three parts depots at Calcutta, Chennai, and Pune to provide a quick support to the dealerships in the regions. With intelligent parts stocking at Head Office and depots outlets, response time to any machine has come down considerably. Today over 95% of parts can be supplied anywhere in the country within 24 hours of receipt of requirement. At JCB India limited it is believed in the philosophy of lifetime relationship with a customer. It is the endeavor to become a partner in the prosperity of the customer. Prompt and efficient product support services ensure that the customers JCB machine is operational at all times.
JCB ZONAL NETWORK NORTH ZONE DEALERS: 10 OUTLETS: 27 CENTRAL ZONE EAST ZONE DEALERS: 10 OUTLETS: 25
DEALERS: 04 OUTLETS: 13 WEST ZONE DEALERS: 05 OUTLETS: 18 SOUTH CENTRAL DEALERS: 4 OUTLETS: 22
SOUTH ZONE DEALERS: 05 OUTLETS: 43 Although JCB machines are best made and design to operate in extremely tough conditions, but the company is not satisfied with this alone. JCB gas a strong product support backup throughout the country to ensure that the machine downtime is the bare minimum.
JCB has dedicated team of 600 trained product support engineers located at more than 160