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OBJECTIVES The 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.

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Page 1: 44819011 Customer Satisfaction JCB 1

OBJECTIVES

The 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.

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METHODOLOGY

Because 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

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INDUSTRY PROFILE

HISTORY 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 today’s 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.

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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

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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 meter’s 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.

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COMPANY PROFILE

HISTORY

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 world’s 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.

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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, comprising over 20

dealerships with 50 outlets.

1991: EJCB made massive investments in its plants to give better-

finished 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.

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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

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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 customer’s JCB machine is

operational at all times.

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JCB ZONAL NETWORK

NORTH ZONE EAST ZONE

DEALERS: 10 DEALERS: 10

OUTLETS: 27 OUTLETS: 25

CENTRAL ZONE

DEALERS: 04

OUTLETS: 13

WEST ZONE SOUTH CENTRAL

DEALERS: 05 DEALERS: 4

OUTLETS: 18 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.

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JCB has dedicated team of 600 trained product support engineers

located at more than 160 dealer outlets throughout the country.

These engineers constantly strive to keep the JCB machines of its

customers in operational readiness. Each dealer point is also well

stocked with full range of parts, which its customers require from

time to time.

JCB believes that a delighted customer is its best JCB ADVOCATE

who can help it to win more customers. Some of ten parts and

product support services being provided to its valued customers

are: -

1. Service campaigns being undertaken from time to time to

provide free preventive maintenance services to its customer’s at

their doorsteps.

2. Parts marketing campaigns to make the customer’s aware about

the long-term benefits of using “JCB Genuine Parts” in their

machines.

3. Regular customer meets which helps in understanding the

discerning requirement if its customer.

4. Training campaigns to upgrade the skills of the machine

operators. This helps its customers to get the best possible output

from machine.

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JCB’S VISION

JCB plans to deliver the best customer support in the industry-

putting the customer at the very heart of the business.

MISSION STATEMENT

To grow company by providing innovative, strong and high

performance products and solutions to meet global customer’s

needs. JCB will support world-class products by providing superior

customer care. JCB’S care extends to the environment and the

community.

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QUALITY POLICY

1. Customers are the cores of the business and all the action must

lead to delighting them.

2. Resources will be provided to continually improve the process to

meet changing customer requirements, always improving quality,

reliability and responsiveness.

3. Good working relationships will be constantly strove for that is

founded on trust, respect and fairness. Work must be done as to

solve problems in an open and constructive manner.

4. A good reputation as hard won and easily lost. Affairs must be

conducted in the company and in public to the highest standard of

honesty and integrity.

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GENERAL POLICY STATEMENT

1. Its business is conducted in accordance with the best

contemporary practices for the promotion of Health and Safety at

Work, including the prevention of occupational risks.

2. Health, Safety and Welfare of employees and others affected by

the business undertaking will be treated with a level of

importance equal to that of any other function.

3. A safe and healthy working environment is established and

maintained by the development of safe systems of work, using

risk assessment to determine the level of risk and necessary

controls.

4. There is full compliance with the relevant provisions of national

legislation for Health and Safety as it affects employees at work

and the general public.

5. Provide information, instruction and training as is necessary to

secure the Health and Safety of all employees.

6. Managers at all levels are encouraged to regard Health and

Safety matters as an integral part of their function and the

prevention of all accidents involving personal injury or property

damage is essential tip the efficient of the business operator.

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7. Discussions and effective joint consultations encouraged co-

operation of employees in promoting safe and healthy conditions

and systems of work.

8. In recognition that the company operates in a dynamic

environment, this policy, including the arrangements for safety

will be reviewed annually unless statue or regulation necessitates

any intervening amendments.

9. The company will consult and receive the advice from suitably

trained employees known as the Health and Safety officer or

Advisor on matters regarding health and safety.

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PRODUCT RANGE

CONSTRUCTION/ INDUSTRIAL PRODUCTS

Backhoe Tracked Wheeled Skid Steer

Loader Excavator Loaders Loaders

Skid Steer Loader (Agriculture)

JCB’s advanced range of backhoe loaders leads the world for

performance, innovation and customer choice. The compact

1CX and 2CX take backhoe loader versatility to previously

inaccessible areas, and while the heavy weights of the range,

the 3CX, and 4CX, set new standards for productivity.

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COMPITITORS OF JCB L&T

L&T-CASE EQUIPMENT PRIVATE LIMITED is a joint venture with

equal equity participation by L&T and CNH America LLC (a wholly

owned subsidiary of CNH Global N.V., USA). CNH Global is a new

corporation formed by merging two of the world’s largest tractor

and construction equipment major’s, vise, Case Corporation and

New Holland, CNH Global has manufacturing and marketing facilities

worldwide, and is the world’s largest, manufacturer of loader

backhoes.

L&T-CASE Equipment Private Limited manufacturers, markets and

provides service and support for the following equipment:

Loader Backhoe model L&T-CASE 851

This state-of-the-art and globally proven model of CNH Global N.V.

has the features of load sensing with flow compensation and

simultaneous operation. Its engine power is 96 HP Gross at 2200

RPM, and it has a choice of backhoe buckets (range: 80-240 liters),

and loader bucket of 1000 liters. Attachments to suit various

applications in infrastructure projects are available. The four- wheel

drive version is popular in rough terrain.

Loader Backhoe Model 580- 3 S

Multi-purpose loader backhoe model L&T 580-3 S is available in

side shift. Powered by 76 HP at 2200-RPM engine, the machine

features improved kinematics and low operating cost. Backhoe

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bucket capacity ranges from 80 to 300 liters, and loader bucket

capacity from 630 to 1500 liters. Attachments to suit various

applications in infrastructure projects are available.

Vibratory Compactors

L&T 752 tandem vibratory compactor (operating weight: 8800 Kg.

Powered with a 74 HP engine) is specially suited for asphalt

compaction in road and infrastructure development.

L&T-CASE 1107 (operating weight: 11300 Kg.) single drum

vibratory roller powered with 112 HP engine is used mainly for soil

compaction in road, infrastructure and irrigation projects.

L&T-CASE 450 tandem vibratory mini-compactor (operating

weight: 3000Kg.) is a technological replacement of the 8T static

roller, and is the preferred choice for construction of village roads.

Its low weight and ease of transportation make it suitable for road

repairs in metros and cities.

Other Equipments

1. A range of utility construction equipment from CNH Global like

CASE skid steer loaders (operating weight range: 2593 Kg. To 4105

Kg.)

2. STA compaction machines from Stavostroj, as Czech Republic

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Manufacturing facility

The manufacturing facility of L&T-CASE Equipment Private Limited

at Pithampur is ISO 9001-certified for design, manufacture and

supply of loader backhoes and compactors. The company will keep

gradually introducing the latest models of Case / New Holland

Loader backhoes.

TEREX VECTRA

Terex Vectra Equipment (p) Limited, a 50:50 joint venture

between Terex Corporation, USA & Vectra Limited, UK, is into

the business of manufacturing and sale of construction equipment.

The JV Company has invested USD 12 million and come with the

world-class manufacturing facility operational on a 36 acre site at

Greater Noida. This is the first manufacturing facility for Terex

Vectra in India. This unit will offer range of construction equipment

including Backhoe Loaders, Skid Steer Loaders, Vibratory

Compactors, and Midi Excavators.

Terex Corporation, USA is the 3rd largest Construction Equipment

manufacturer in the world with a global turnover of over USD 4

billion. The company has a vast range of Mining, Earth Moving and

Material Handling products. Terex has global manufacturing bases

spread over USA, Europe and Asia.

Vectra is a UK based group, managed by NRI’s with operations in 10

countries in Europe, North America and Asia. Vectra owns, solely

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and jointly with other JV partners, manufacturing facilities in

Europe, North America and India. With the recent acquisition of

Tatra as. By Terex Corporation, Vectra and Terex are he joint

owners with 11% and 81% equity in the Czech truck manufacturer.

The major emphasis of the company would be research and

development of products and technology while undertaking

extensive testing.

The company has put up an effective dealership network across

country to build strong dealer and customer relationships. The JV

company, with major plans in India is keen to offer world-class

products to the Indian market such as: -

1. Terex TX760 Backhoe Loader- A powerful 7.60 tons rugged

machine to take on the rigors of Indian working conditions.

2. Vectra Heman Skid Steer Loader- A powerful and versatile

machine with as many as 60 attachments, can perform a vast range

of operations from loading to sweeping, grading waste material

handling, trench digging, loading etc.

Some of the other products to be offered in the near future

are -

a) Compaction Equipment- Vibratory compaction rollers from 10-

12 tons for road building, dams, airports etc.

b) Schaeff HR 32.5 Ton excavator one of the best products in its

class in the world.

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The Indian operations of Vectra as follow:

1. Tatra Trucks India Limited Hosur, Tamil Nadu- This is a joint

venture between Vectra and Tatra as of Czech Republic. These

company manufacturers high capacity mining tipper trucks used in

mining and construction.

2. Vectra group supplies Tatra kits to BEML, which assembles the

same and supplies to the Indian armed forces.

3. Vectra Advanced Engineering Private Limited-

manufacturing special trailers, concrete mixers and selling cranes in

India.

4. Vectra AZAD Engineering Private Limited- This is a

fabrication unit, which is an OEM supplier of high quality bodies to

Vehicle factory Jabalpur, Ashok Leyland and BEML.

CATERPILLAR

For 80 years, Caterpillar Inc. has been building the world’s

infrastructure and, in partnership with its worldwide dealer network,

in driving positive and sustainable change on every continent. With

2004, Caterpillar posted sales and revenue of $30.25 billion,

Caterpillar is a technology leader and the world’s leading

manufacturer of construction and mining equipment, diesel and

natural gas engines and industrial gas turbines.

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In 2004, Caterpillar posted sales and revenues of $30.25 billion and

a profit of $2.03 billion. Approximately half of all sales were to

customers outside of the United States, maintaining Caterpillar’s

position as a global supplier and leading U.S. exporter. Caterpillar

products and components are manufactured in 49 U.S. facilities and

in 59 other locations in 22 countries around the globe. Caterpillar

invested nearly $928 million in research and technology in 2004.

Worldwide, our employees earned more than 3900 patents 1997.

6 Sigma

The long-term payoff of 6 Sigma will be seen as we develop future

leaders who are prepared to address the increasingly complex

issues that face us as an industry leader. More than 30,000

employees are involved in 6 Sigma and are helping to shape the

Caterpillar of tomorrow.

Caterpillar Dealer Network

Caterpillar’s global dealer network provides a key competitive edge

customer’s deal with people they know and trust. Almost all

dealerships are independent and locally owned. Many have

relationships with their customers that span at least two

generations. Cat dealer serve equipment, service and financing

needs for customers in more than 200 countries. Rental services are

offered through more than 1,400 outlets worldwide.

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Corporate Governance

Caterpillar’s reputation for integrity is a fundamental part of the

heritage and one of the most valuable assets. Visit the Corporate

Governance section for a reliable source for the corporate

governance practices the board has in place to ensure we are

building on Caterpillar’s sound reputation. As an industry leader, the

company recognizes the responsibility to help restore confidence in

Corporate America, and consider the leader itself for corporate

governance practices.

Financial Strength

Caterpillar is financially strong- able to fund project programmed for

future customer needs, provide financing for dealers and customers,

and reward its shareholders. We continue to generate significant net

free cash flow enabling investments in strategic growth

opportunities.

Social Responsibility

Caterpillar’s reputation for making a difference in the world is

something that the company proud. In response to the Asian

Tsunami disaster, Caterpillar and its dealers provided machines,

money and resources for relief and recovery efforts. Caterpillar is

also proud to be the lead corporate donor in the Nature

Conservancy’s Great Rivers Project. And cat has once again been

named to the Dow Jones Sustainability World Index.

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Shareholder Value

Caterpillar is committed to generating attractive returns for the

shareholder. Strategic growth initiatives involving the machine,

engine and service businesses are expected to drive attractive

stockholder returns for years to come. Caterpillar’s quarterly

dividend has grown nearly 1000% in the last decade on split-

adjusted basis. In addition, we have repurchased approximately 77

million shares since June of 1995.

TELCON

The companies manufacture construction equipment that is used in

major infrastructure projects in India. It has remained a market

leader for the past five years, despite stiff competition. It has

revolutionized the Indian construction equipment industry, with the

introduction of the V-series of hydraulic excavators. The company

has an extensive customer base that includes government and

institutional buyers, and contractors. The company was the

country’s first construction equipment manufacturer to receive the

ISO 9001 certification.

Areas of business

The company has used state-of-the-art technology to manufacture

excavators and backhoe loaders. It enjoys 90% share of the crawler

crane market in India. It is the only Indian manufacturer that

produces 100 tones crane. These are the largest machines made

locally. The company was the first to introduce mine-excavators in

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India, and its brand EX 60, is the most successful machine to be

made in India so far, with more than 1,300 machines being sold in

the last three years. It is the largest manufacturer of hydraulic

excavators in India, with over 6,000 machines in the market. It

offers the widest available range of hydraulic excavators, eight

models ranging from two tones to 60 tones in size. The company

can indigenously design and develop products.

Collaborations

The company has collaboration with Hitachi Construction

Machinery Company, Japan, for hydraulic excavators and cranes;

and John Deere, USA, for backhoe loader technology, Leberno,

Spain, for compactors and CESAN, Turkey, for asphalt plants.

Locations

The company has a countrywide network of sales, service and

spares parts offices. It has modern manufacturing expertise with

the latest machine tools and automation facilities, such as robot

welding and machining centers, at Jamshedpur and Dharwad.

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DEALER OUTLETS (ZONE SPLIT)

JCB V/S COMPETITIOR

COMPANY NORTH EAST WEST CENTRAL S.CENTRAL SOUTH TOT

AL

JCB 27 24 24 14 19 41 149

TATA 07 11 05 06 06 05 40

CATERPILLR 13 20 07 08 07 05 60

L&T 10 08 04 03 01 02 28

TEREX

VECTRA

04 01 XX 01 XX XX 06

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BRAND PROMOTIONAL ACTIVITIES OF JCB

Some Branded products offered by JCB

These products are extensively used for brand promotion of JCB.

They are offered to dealers and employees at nominal costs. These

branded products develop the feelings of belongingness and pride

among the dealers and employees. JCB also provide incentive to

dealers to sales and distribution. They opened branded product

department in the heart of the city Connaught place and Faridabad.

Standardized Dealers outlet & consistency in communication

Dealers outlet are standardized means all JCB Dealers having same

ambiance as well as furnishings the motive behind this is to avoid

discrimination among dealers in order to develop the feeling of

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integrity among them. All dealers using same letter head, logo and

having consistency in communication.

Tows & Shows

JCB organized tows and shows time to time for enhancing the sales

and for word of mouth promotion.

Truck Branding

Standardize co lour of all trucks carrying JCB machines for

enhancing awareness among the general public.

Standardized Uniform

The standardized uniforms for JCB employees as well as dealers in

order to develop the sense of belongings, also for raising their

motivation and they feel as part and parcel of the organization.

Terrain

JCB issue publication for the dealers to update them about any

amendment in the personnel of the company, inform about any new

products launches and achievements.

Customers Royalty Club

Packs of cap, model, watches and pens given to each JCB customer

that buys machines, this will smoothen the relationship as well as

develop loyalty towards the company.

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Customer Satisfaction Survey

The company conducts customer satisfaction survey for strengthens

relationship with the customers. This will help the company on three

ways:

Firstly, it will let the company know where it lacks, how it could be

rectified. Secondly, it make the customers make them feel that

they are important for the company and lastly in assessment of the

sales executives performance.

Documentary in cinema halls (rural areas)

The company demonstrates corporate profile of JCB in cinema halls

in rural India of having high viewer ship of movies.

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CELEBRATORY ENDORSEMENT BY NARAIN

KARTHIKEYAN

JCB hire a brand ambassador Naraian Karthikeyan for its brand

promotion. Brand ambassador could be well- known personalities

from various fields: but the best suited would be from the field of

SPORTS. It is so because the product range of JCB does not match

with the personalities from some other field. He is the first Indian

Formula 1 car racer.

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BRANDING

Branding is more than just a business buzzword. It has become the

crux of selling in the new economy. If the old marketing mantra

was, “nothing happens until somebody sells something, “the new

philosophy could be “nothing happens until somebody brands

something.”

In its simplest form, a brand is a noun. It is the name attached to a

product or service. However, upon close inspection, a brand

represents many more intangible aspects of a product or a service:

a collection of feelings and perceptions about quality, image,

lifestyle and status. It creates in the mind of the customers and

prospects the perception that there are no products or services in

the market that is quite like yours. In short a brand offers the

customers a guarantee and then delivers on it.

JCB build a powerful brand, which in turn is able to create a

powerful marketing program. However, if they can’t convince

customers that product is worthy of purchasing, no amount of

advertising rupees, fancy packaging or public relations will help in

achieving their sales goals? Therefore, successful branding

programs begin with superior products and services, backed by

excellent customer service that permeates an entire organization.

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IMPORTANCE OF BRANDING

One of the truths of modern business is that there is almost nothing

that your competitors can’t duplicate in a matter of weeks or

months. If you have great idea, You can be certain that somebody

will copy it before long, and not only they will follow your lead, but

they may also be able to do better job or sell the product or service

at a lower price. The question then becomes, “what competitive

edge should we have to offer that can’t be copied by anyone else?”

Creating a strong brand identity will build mind share- one of the

strongest competitive advantages imaginable. As a result,

customers will think of your business first when they think of your

product category.

A brand is the one thing that you can own that nobody can take

away from you. Everything else your competitor can steal your

trade secrets. Eventually, your patents will expire, physical plant

will wear out, and technology will change, but your brand can go on

and live. It creates a lasting value above and beyond all the

elements of your business.

When should you brand?

Because of the competitive nature of business today, nearly all the

industries can benefit from branded products. All of the traditionally

brand-conscious including fashion, restaurants and consumer

goods, are being forced to brand heavily- perhaps even more

strategically then they ever have in the past. Financial services,

Page 36: 44819011 Customer Satisfaction JCB 1

which were one of the last effronteries, are even beginning to see

the importance of branding by tagging banking packages and even

mutual funds with catchy names. Even industrial market, where the

cost is usually more of loyalty building factor, has seen brand

names creep in.

What goes into the brand?

If your product is new and unique. There is no preexisting biases

towards him product or service; it will be easy to manipulate

customer’s attitudes. More often, your product or service will have

been in existence for a while and have direct competition. And if it

is does not, it will probably soon will. Therefore, products that may

be roughly equivalent in terms of their features need have a brand

identity that will impact consumer choice.

Brand identity is comprised of:

PRICING: A component of value; higher prices may signify to

consumers higher quality and lower prices may suggest decreased

value.

DISTRIBUTION: Availability; limited distribution of a product or

service may imply exclusivity to discerning consumers.

QUALITY: Which impacts satisfaction; obviously, higher quality will

translate to more satisfied customers who come back again and

again to purchase your offerings.

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PRSENCE: Prominence in the paid & unpaid media; products and

services with a high profile market presence will lead to brand

recognition and increased sales.

AWARENESS: Top off mind awareness, residual awareness and

recognition, which are directly related to presence; the higher your

offerings awareness the better your sales results will be.

REPUTATION: Enduring public opinion of brand character, which is

built over time and difficult to change once established.

IMAGE: Perception of brand traits or prototypical buyers; often

represented by qualities the consumers relates to, like reputation,

image is difficult to change once established.

BENEFITS: Consumers may equate certain positive and negative

consequences with use of your product or service these may be

warranted or unwarranted.

POSITIONING SILENCE: Differentiation is from the competition,

which is established by a combination of all elements of the brand.

SHARE OF MARKET: Increased market share is a direct result of a

successful branding campaign.

CUSTOMER COMMITMENT: Loyalty is built through long term

branding and close consumer contact.

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CUTOMER SATISFACTION SURVEY

OBJECTIVE:

Our objective in this survey is to determine the satisfaction level of

the customer in the NCR region mainly Noida,Greater Noida and

Ghaziabad , after determining the satisfaction level of customer,

now our objective is :-

1. determine the various problems associated by the customer with

consideration to the various attributes (services, parts, performance

etc).

2. determine the most popular model which is produced by the JCB

INDIA LTD.?

3. determine the depth of stake in the market.

4. determine the demand of the earthmoving equipment of JCB

INDIA LTD.

5. determine the overall performance of classified auto which is a

dealer of JCB India limited

METHODOLOGY

In order to come to a conclusion regarding the satisfaction level of

the customer, we have prepared a questionnaire consisting of 21

questions, both structured as well as unstructured. Some of the

question are close ended where as others are open ended. From the

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questionnaire, we can easily make out as to determine the following

attributes. After critically analyzing the responses, We have used

excel sheet to come to a conclusion regarding his preference and

behavior of particular respondent and after continuing this

procedure for 50 respondents from different walks of life, we used

pie charts to come to the final conclusion as to determine the

positive and negative attitudes of customer towards the JCB INDIA

LTD.

SUMMARY OF CONCLUSION AND RECOMMENDATION

Our project is to determine the satisfaction level of the customer of

the JCB INDIA LTD. The main findings of our project are that

94% of the people surveyed are satisfied. AS out of 50 people 47

people are interested to buy JCB machine in future.

SAMPLE AND ITS CHARACTERISTICS

Earthmoving equipment is such important equipment especially in

Noida, Greater Noida, Ghaziabad region where we will not find

any alternative to that. As now these days the mentioned areas are

developing a lot. Malls, buildings, shopping centers are main

attraction of these areas. This factor and also the demand from the

customer for the business purpose, which makes customer

purchases equipment frequently. Since earthmoving equipment is

such a product, which is used by some specific section of people.

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DETAILED FINDINGS AND OBSERVATION

We have taken the help of pie charts to comprehend the consumer

behavior. From the excel sheet we come to know that 94% of the

people surveyed are satisfied with the performance of equipment

and the company. Some customers are facing problems for the

service people related with JCB dealer. As the dealers doesn’t follow

the customers complains at proper time.

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ANALYSIS OF QUESTIONNAIRES WITH

DATA AND GRAPHS

NAME:

ADDRESS:

CONTACT NO:

1. How many machines do you own of JCB?

2. Which year and which model:

Total numbers of 3D machine-71

Total numbers of 3DX machine-77

Total numbers of 4D machine-2

Total number of machines =150

Total number of customer=50

47%52%

1%

3D

3DX

4D

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3. How did you come to know about JCB machines? a) Through a friend-30 b) newspaper-0 c) internet-0 d) Any other-20

How do you know about jcb machine

60%

0%

0%

40%Through a friend

newspaper

internet

Any other

4. Do you use any other company’s earth mover? a) yes-5 b) no-45

Do you use any other company earth movers

10%

90%

yes

no

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5. If yes, which other company earth mover do you use? a) tata-4 b) L&T-0 c) Terex vectra-1 d) caterpillar-1 e) others-0

If,yes which other company earthmover do you use

66%0%

17%

17% 0% tata

L&T

Terex vectra

caterpillar

others

6. From which dealer have you taken the `machine? a) classified-47 b) others-3

From which dealer hav you taken jcb machine

94%

6%

classified

others

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Are you aware of warrnty period of the parts

80%

20%

yes

no

7. Did you take any finance? a) yes-48 b) no-2

Did you take any finance

96%

4%

yes

no

8. Are you aware of warranty period of the parts? a) yes-40 b) no-10

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9. Do you know which parts are under warranty? a) yes-23 b) no-26 c) others-1

Do you know which parts are under warrenty

46%52%

2%

yes

no

others

10. How is the warranty service provided by the dealer? (On scale of 6) 1-Very Poor 1.5 2-Poor 2.5 3-Average 3.12 4-Good 4.16 5-Very Good 5.11 6- Excellent 6.0

How is the warrenty service provided by the dealer

5% 10%

14%

19%24%

28%

Series2

Series1

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11. How would you rate the sales process of JCB dealer, from where you taken the machine? (On scale of 6) 1.1 1-Very poor2.3 2-Poor3.6 3.Average4.27 4.Good5.13 5-Very good6.0 6-ExcellentOther.1

How would you rate the sale process of jcb dealer ,from where you taken

the machine5%

10%

14%

19%24%

28%

1

2

3

4

5

6

12. How would you rate the unscheduled repairs provided by JCB (On scale of 6)1.2 1-Very Poor2.7 2-Poor3.11 3-Average4.16 4-Good5.13 5-Very Good6.0 6-Excellent

How would you rate the unsheduled repaires provided by jcb

3%

9%

14%

57%

17%

0%

Series1

Series2

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13. Where do you get your service? a) On site-18 b) workshop-2 c) both-30

How would you get your service

36%

4%

60%

on site

workshop

both

14. Does the service man come as prompt as said to you? a) yes-31 b) no-14 c) Cant say-5

Doe s the se rvice m a n com e a s prom pt a s sa id to you

62%28%

10%y es

no

c ant s ay

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15. How is the performance of the service engineer? (On scale of 6)1.1 1-Very Poor2.1 2-Poor3.13 3-Average4.18 4-Good5.14 5-Very Good6.0 6-Excellent

Other-3How is the prformance of service

engineer

2%2%

26%

36%

28%

0%

6% 1

2

3

4

5

6

other

16. How do you rate the Kirloskar engine in jcb machine? (On scale of 6)1.5 1-Very Poor2.4 2-Poor3.4 3-Average4.20 4-Good5.13 5-Very Good6.4 6-Excellent

How do you rate kirloskar engine in JCB machine

5% 10%

14%

19%24%

28%

1

2

3

4

5

6

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17. Does the service man (for kirloskar engine) come as prompt as said to you? a) yes-40 b) no-6 c) others-4

Does the service man (for kirloskar engine) come as prompt as said to

you

80%

12%8%

yes

no

others

18. How is the parts availability with the dealer? (On scale of 6)1.7 1-Very Poor2.8 2-Poor3.17 3-Average4.11 4-Good5.6 5-Very Good6.0 6-ExcellentOthers.1

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How is the parts availibility with the dealer

14%

16%

34%

22%

12%

0%

2%

1

2

3

4

5

6

others

Question no 18(a) and 18(b) was only asked to only 17 persons

18. (A) how would you rate the parts on the basis of there pricing (On scale of 6)1.4 1-Very Poor2.2 2-Poor3.10 3-Average4.1 4-Good5.0 5-Very Good6.0 6-Excellent

How would you rate the parts on

the basis of pricing

5% 10%

14%

19%24%

28%

1

2

3

4

5

6

18. (B) what types of parts do you use? a) genuine-17 b) non-genuine-0 c) both-0

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What type of parts do you use

100%

0%

0%

genunine

non-genunine

both

19. How would you rate the over all dealer performance? (On scale of 6) 1.2 1-Very Poor 2.3 2-Poor 3.14 3-Average 4.18 4-Good 5.13 5-Very Good 6.0 6-Excellent

How would you rate the overall dealer performance

5% 10%

14%

19%24%

28%

1

2

3

4

5

6

20. In future would you like to buy JCB machines? a) yes-43 b) no-7

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In future would you like to buy

jcb machine

94%

6%

yes

no

21. What is the suggestion that would like to suggest to JCB so as

improving its customer satisfaction?

SOME PROBLEM FACED BY THE CUSTOMER

At the time of interview some customer told about their problem

they are facing for their dealer and for the machine .Some these are

1. There complains are not followed with right time.

2. Parts are not available and in the mean time and also too costly.

3. Service department of dealer are not responding with respect to

time.

4. Hydraulic leakage problem.

5. Cracks occur frequently.

6. The oil tank of JCB machine is not in proper position.

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7. They have to stop there work for not availability of service

people.

8. Some problem faced by Kirloskar people also.

10. The dealer promises but doesn’t deliver on time.

11. Work is not done on time and the machine could not be

repaired for many days.

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CUSTOMER’S VALUABLE SUGGESTION FOR JCB

• Modification is required in 3DX.

• Increase the service point of the company.

• Modification is required in 3DX as compared to 3D.

• Training programmed should be conducted for the operators.

• Increase number of service people, as demand for them are

more due to increase in machine population.

• Try to interact more with customers.

• The parts are not available with the dealer, so parts should

always available.

• Follow complains in minimum time as much as possible.

• Dealers should be strict towards their staff and improve after

sales services.

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SWOT ANALYSIS

SWOT Analysis is an effective way of identifying your strengths and

weaknesses and of examining the opportunities and threat.

What makes it particularly powerful is that with a little thought, it

can help you uncover opportunities that you are well placed to take

advantage of. And by understanding your weaknesses, you can

manage and eliminate threats hat would otherwise catch you

unawares.

More than this, buy looking at yourself and your competitors using

the SWOT framework, you can start to craft a strategy that helps

you compete successfully in your market.

Strengths

1. Old entrant:

As JCB is oldest entrant in field of construction equipment, it

carrying a long lasting brand image. In India, JCB is a generic name

for backhoe loaders. It is the first company to bring in Backhoe

loaders and telescopic handlers to India, as also the first to market

and service earthmoving and construction equipment through

dealer networks. JCB 3D is today the single largest selling industry.

All demolition products in India are generically pronounced as JCB.

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2. Branded products departments:

JCB is having branded product department for brand promotional

activities. It is having massive turnover around 15OO CRORES. It

plays a crucial role in making awareness among the general public.

They offer variety of eye-catching product, which lure the

customers for impulse buying. They are unveiling new products time

to time according to the latest trend. Some of the products offered

by branded products to customers and employees.

3. World-class dealer network:

JCB is having highest number of dealers, which actively participate

in promotion of goods. They sponsored branded products in the

Conferences, trade fare etc the motive is not only to luring new

customers but also for creating local awareness about the JCB.

4. Sound marketing strategy:

JCB personnel having versatile approach they persistent in pursing

world class promotional strategies. They choose effective media to

tap the untouched market. The sound marketing strategies follow

up by the companies are celebratory endorsement by

Narain Karthekeyan (Formula 1 Car Racer), participation in Exon

Exhibition, and coverage in world best leading newspaper like

Business Standard, Deccan Herald, City Express etc, standardization

of dealer’s outlets.

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5. International Presence:

JCB is word reckoned name in the construction earthmovers

equipments. JCB took off by different new machines and

innovations and spread over 150 countries. JCB India Limited of

United Kingdom, which is ranked, wholly owns it in the top five

manufacturers of earthmoving and construction equipment in the

world. JCB is considered one of the Britain’s most impressive

success stories and is world no.1 producer of backhoe loaders. As

JCB having premium market share in construction earthmovers

equipments, its brand value is very high.

Weakness

Although the company is self sufficient in economic resources but

still it is lacking in taking initiative in brand promotional activities

against its competitors. Mainly the weakness of the company

depends on the dealers. As the dealers is the face of the company.

Opportunities

1. Developing of Indian Economy:

It provides immense opportunities for the JCB to uphold among

general public by enhancing its brand promotional activities like

exhibition, workshops and by deeper penetration of branded

products.

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2. Advancement of media communication:

Advancement of media communication proves a boon for the JCB

to create a distinct and unbeatable image in world.

Threats

1. Branded product:

As JCB branded products demand is increasing significantly, it

creates threat to the JCB, as it may takeover JCB earthmovers.

Brand image and might be recognized as branded products. As

Caterpillar as recognized as shoe company.

2. Entering of new entrant:

In India, as globalization took place it brings immense

opportunities for construction equipment companies. So numbers

of competitors are increasing, as an undesirable manner, which

might follow unexpected marketing strategy in terms of rumors

for eating the market share of JCB this, will hamper the brand

image of the company.

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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:-

• Getting accurate responses from the respondents due to their

inherent problems were difficult. They were partial, and

refused to cooperate.

• Since we did not had the privilege to work on a large scale, so

many finding and recommendations may not be as much in

tune with their ground realities as may be considered

desirable.

• Last but not the least, the time constraint faced in the project

might have affected the comprehensiveness of its findings.

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CONCLUSION

JCB is having 84% market share in earth mover’s field in

India.

During two months of my training I have studied the various

strategies of JCB brand positioning and customers view towards the

company. Branded product department plays a significant role in

JCB brand building. It generates high revenue for company. It is

having massive turnover around 15OO Cores. It plays a crucial role

in making awareness to the general public. They offer variety of

eye-catching product, which lure the customers for impulse buying.

They unveil new products time to time according to the latest trend.

Publication of magazines “Terrain” for employees and dealers in

order to update them of any amendment in the personnel of the

company and any achievement of the company due to their

valuable contribution leads to enhance the moral of the employees.

The company conducted the customer satisfaction survey for

strengthens relationship with the customers. This will help the

company for there future products development:

It will let company know where it lacks, how it could be rectified.

It make the customers make them feel that they are important for

the company and lastly in assessment of the sales executives

performance.

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About the earthmoving industry: The Indian earthmoving is also

increasing in an incredible manner. The main reason behind this is

the ever-developing Indian economy. With the economic

development, the frequency of the construction in every sector

either it is road or bridge or anything have increased tremendously

because of the old players are increasing their capacity and new

players are emerging at very rate. Although the new players cannot

harm the old once but what they can do is that they can eat away

some of the market share of the companies. Thus, big players take

this point into consideration and develop their strategies.

The main issue to modify the 3DX machine is already on progress.

Company is working to modify the machine which has a great

demand on the market.

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RECOMMENDATION

1. Take regular feedback from the customers, dealers and suppliers.

This will help like:

Firstly, it will let the company know where it lacks, how it could be

rectified.

Secondly, it make the customers make them feel that they are

important for the company and lastly in assessment of the sales

executives performance.

2. Suggestion Box should be kept in the company so that innovative

ideas from employees should be appreciated which help in getting

cost measures and for smoothen the functioning of the company.

3. Monthly conferences, seminars and workshops to help in

expanding knowledge and stay on the cutting edge of the latest

marketing trends.

4. Conducting numerous social activities, as corporate social

responsibility. So that people will know better about the company.

Now a day this is a main way to brand promotion.

5. Start promotion of branded products at a large scale and slowly

keep penetrating into the market.

6. Company always should keep eyes on their dealers, to give

maximum satisfaction to the customers.

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7. Company must develop the 3DX model so that it will create a

good market than before.

8. Actively participate for sponsorships, owning of events or sports.

JCB must include with the corporate social responsibility, which

indirectly creates a good image in the society .so more people

know about the company.

9. Dealers should be strict towards their staff and improve after sale

services.

10. The service should be done quickly for faults which occur

suddenly.

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ABOUT CUSTOMERS

SI.NO NAME PH.NO ADDRESS

NO. OF

MACHINES MODEL BANK

1 Shivi Bhagwan 9811300718 Suraj pur 4 3D(2)/3DX(2)hdfc/icici/kotak mahindra

2 Irfan 9312405211 Ghaziabad 3 3DX(3) Kotak mahindra

3 Sohan Chand 9313040048 Ghaziabad 8 3DX(2)/3D(6)Hdfc/icici/magma finance

4 B.R.Arora 9871950865 Faridabad 3 3D(1)/3DX(2)Gujrat bank/Vijya bank

5Kashna Construction 9810391322 Faridabad 1 3DX(1) Icici

6 Deepak Brick 9818264490 Ghaziabad 1 3D(1) Didn't say

7 T.P.Company 9810391322 Noida 1 3DX(1) Icici

8 Tayab Singh 9810414736 G. Noida 5 3DX(2)/3D(3)

Kotak mahindra/Citi financial

9 Surinder Singh 9312983679 Noida 1 3DX(1) Hdfc

10Conquera New India 9911157443 Gurgaon 1 3DX(1) Icici

11 Nrender Awana 9811652916 Faridabad 4 3DX(4) Magma finance

12 I.S.Pradhan 9818348572Muradnagar 12 3DX(4)/3D(8)

Kotak/icici/Hdfc/ABN Amro

13 G.L.F.Builders 9811068888 Kudhraour 1 3DX(1) Kotak mahindra

14Bobby Earth Movers 9899339842 Noida 2 3DX(1)/3D(1) Citi group

15 Jat Ambey 9891246007 Delhi 4 3DX(1)/3D(3) Did n't say

16 Yumesh Ali 9810163278 Ghaziabad 2 3DX(1)/3D(1) Kotak mahindra

17 K.S.Constuction 9811513617 Noida 2 3DX(1)/3D(1) Magma finance

18 Raja Constuction 9871132555 Delhi 1 3DX(1) Magma finance

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19 Mohd.Irfan 9312365235 Baghpat 3 3DX(3) Did n't say

20 Vijender Singh 9312022704 Jhajjar 2 3DX(2)Hdfc/Magma finance

21 S.K.Construction 9811300718 Shikarpur 4 3DX(2)/3D(2) Hdfc/Icici

22Shyamlal Company 9810931954 Jhajjar 6 3DX(3)/3D(3) Hdfc

23 Kedar Singh 9350519029 Haryana 1 3DX(1) Did n't say

24 Mukesh Kumar 9818919140 Meerut 1 3DX(1) Kotak mahindra

25 Pasupati Nath 9313621447 Noida 1 3DX(1) Magma finance

26 Shoam lal Nsons 1155905418 Delhi 2 3DX(1)/3D(1) Syndicate bank

27 Kamal Kishore 9837244446 Delhi 3 3DX(1)/3D(2) Citi group

28 Rvinder Kadiyam 1122117259 Delhi 2 3D(2) Hdfc

29 Khuswant Singh 9313085190 Delhi 3 3D(2)/4D(1)Hdfc/Icici/Kotak mahindra

30Shri Balaji Enterprises 9412215391 Noida 1 3DX(1) Magma finance

31 Mnoj Kumar 9212708870 Delhi 1 3DX(1) Hdfc

32 Ikrramudinn 9810447739 Noida 4 3DX(2)/3D(2) Hdfc

33 Manoj 9818264496 Ghaziabad 1 3DX(1) Bank of baroda

34Prakash Singh Phati 9811993306 G. Noida 4 3DX(3)/3D(1) Kotak mahindra

35 Sarjit Kathana 9810371560 Delhi 7 3DX(4)/3D(3)

Kotak mahindra/Citi financial

36 Vikash Mallik 9310544495 Ghaziabad 1 3DX(1) Hdfc

37 D.K.Grag 9810026019 Ghaziabad 4 3DX(2)/3D(2) Centurian bank

38 Omveer Singh 9350087415 G. Noida 12 3DX(4)/3D(8)

Kotak mahindra/Magma finance

39 Vupinder Singh 9810414736 G. Noida 6 3DX(1)/3D(5) Kotak/Icici/Citi

40 Joginder Singh 9311091955 Delhi 63DX(4)/3D(1)/4D(1) Kotak/Citi

41 Yougesh Mawi 9810510749 Noida 3 3D(3) Hdfc/Kotak

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42 Bency 1126436342 Delhi 1 3DX(1) Centurian bank

43 Glushan Kumar 9213618777 Delhi 1 3D(1) Citi group

44 Sanjay Sharma 9811134522 Delhi 3 3DX(1)/3D(2)Icici/Kotak mahindra

45 Sipral Singh 9811736000 Delhi 2 3DX(2) Citi group

46 Anil Kumar 9412059577 Dehradun 2 3DX(2) Icici

47 Per Infrastucture didn't say Noida 2 3DX(2) Did n't say

48 Son chand didn't say Delhi 1 3D(1) Kotak mahindra

49 Ravinder Kumar 9811612382 Delhi 4 3D(4) Hdfc/Kotak/Citi

50 Ajmer Singh 9810026019 Ghaziabad 1 3DX Kotak Mahindra

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BIBLIOGRAPHY

1. www.jcb.com

2. http://www.info4india.com/indian-personality/Narain-

karthikeyan-the-racing-wonder.shtml

3. www.google.com

4. www.bitpipe.com/tlist/Branding.html

5. www.kotlermarketing.com/resources/philipkotler

6. www.allaboutbranding.com

7. www.icjonline.com

8. www.terexvectra.com

9. www.larsenturbo.com/divbusiness/jvlntcase.html

10. Marketing Research of Harper W.Boyd

11. E commerce weekly

12. Web marketing today

13. Virtual Promote

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Summer Training Report

On

Submitted in partial fulfillment of the requirement of Bachelor of Business Administration (BBA), Guru Gobind

Singh Indraprastha University, Delhi

UNDER THE GUIDANCE OF:

MS. SARU BHARDWAJ

SUBMITTED BY:

VAIBHAV JAINROLL NO. 0211211705

BBA, IPU, 2ND SEMESTER

SUBMISSION DATE: AUGUST 2006

DAV INSTITUTE OF MANAGEMENTFARIDABAD, HARYANA

Page 69: 44819011 Customer Satisfaction JCB 1

TABLE OF CONTENTS

• Objectives 1

• Methodology 2

• Industry Profile 3

• Company Profile 6

• Vision, Mission 12

• General Policy Statement 3 14

• Product Range 16

• Analyze the JCB Competitors 20

• Analyze the Brand Promotional Activities 30

• Branding 34

• Customer Satisfaction 38

• Analysis 41

• SWOT Analysis 54

• Limitations 58

• Conclusions 59

• Recommendations 61

• About Customer 63

• Bibliography 66

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ACKNOWLEDGEMENTS

At the outset, I would like to thank JCB INDIA LIMITED for giving me the approval to this project in the organization. I thank my company guide, Mr. Manish Tayal for this encouragement and contribution of time, counsel, materials, and for coordinating the project work and giving me guidance. This project would not have been possible without his help. I am very grateful to Ms. Saru Bhardwaj, faculty of DAV Institute of Management, Delhi.

I am thankful to many individuals in the sales department of JCB INDIA LIMITED for the encouragement and professional assistance.

A heartfelt thanks to the many respondents surveyed whose ideas, critical insights and suggestions have been invaluable in the preparation of this report. Last but by no means the least I would like to convey my special thanks to all the faculty members of DAVIM, Delhi for giving me the opportunity to work on this project.

VAIBHAV JAIN