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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.
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
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.
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 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.
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.
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.
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 customer’s JCB machine is
operational at all times.
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.
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.
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.
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.
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.
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.
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.
3DX
MAX. Dig Depth= 4.77m
MAX. Engine Power = 57 KW (76 HP)
4D
MAX. Loader Capacity = 1.2m3
MAX. Dig Depth = 5.31m
MAX. Engine Power = 96 HP
JCB TRACKED EXCAVATOR
JS 210L
MAX. Engine Power = 95 KW (128 HP)
MAX. Operating Weight = 21190 kg.
JS 330L/NL
MAX. Engine Power = 178 KW (239 HP)
MAX. Operating Weight = 32600 kg.
JCB WHEELED LOADER
430Z
MAX. Engine Power = 127 HP
MAX. Operating Weight = 10550 kg.
456 ZX
MAX. Engine Power = 161 KW (216 HP)
MAX. Operating Weight = 20265 Kg.
LOADER JCB SKID STEER
160/170
MAX. Operating Weight = 2410Kg. /2510Kg.
MAX. Operating Capacity= 600 Kg. /700 Kg
190/1110
MAX. Operating Weight = 3500Kg. /3725Kg.
MAX. Operating Capacity = 900Kg. /1100Kg.
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
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
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
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.
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.
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.
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.
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
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.
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
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
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.
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.
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.
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.
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,
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.
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.
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
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.
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.
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
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
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
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
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
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
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
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
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
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
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
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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
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
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
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
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
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
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