Effectiveness of marketing strategyBy sagar

8/7/2019 Effectiveness of marketing strategyBy sagar

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Volkswagen.Das Auto. (Navjivan auto square pvt.ltd, surat) Page 1

A STUDY

ON

EFFECTIVENESS OF MARKETING

STRATEGIES OF VOLKSWAGEN, SURAT(Conducting on behalf of Navjivan auto square Pvt.Ltd, Surat)(From 5th January, 2010 to 5th March, 2010)

A Project Report Submitted in partial Fulfillment of therequirement for the

Award of degree of

BACHELOR OF BUSINESSADMINISTRATION TO

VEER NARMAD SOUTH GUJARATUNIVERSITY, SURAT

-:Submitted By:-CHOPADA MANISH V.T.Y.B.B.A. (SEMVI)

Roll No.204

-:Under the guidance of:-Ms.SUDHADHARA SAMAL

-:Submitted To:-Principal I/c

PROF. V.B. SHAH INSTITUTE OF MANAGEMENT

R. V. PATEL COLLEGE OF COMMERCE (Eng med.)V. L. SHAH COLLEGE OF COMMERCE (Guj med.)

&R. K. SHAH WOMENS ART COLLEGE.AMROLI (SURAT)

March 2009-10


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PROF.V.B.SHAH INSTITUTE OF MANAGEMNET

R.V.PATEL COLLEGE OF COMMERCE (ENG. MED.)

V.L.SHAH COLLEGE OF COMMERCE (GUJ. MED.)&

R.K.SHAH WOMENS ARTS COLLEGE, AMROLI

CERTIFICATE OF THE FACULTY GUIDE

This is certifying that the project report entitled A STUDY ONEFFECTIVENESS OF MARKETING STRATEGYOF VOLKSWAGENIN GUJARAT (Conducted on behalf of VOLKSWAGEN.DAS AUTO.SURAT Navjivan auto square Pvt.ltd.Surat.)Submitted in partial fulfillment ofthe requirement for the award of the degree ofBACHELOR OF BUSINESSADMINISTRATION to VEER NARMAD SOUTH GUJARATUNIVERSITY, SURAT is record of bonafide research work carried out by

Manish Chopada V. under my supervision and guidance.

(Ms.Sudhadhara Samal) (Ms. Shehnaz R. Sheikh)

Lecture in Management Principal I/c


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DECLARATIONI, Chopada Manish V, hereby declare that the project report

entitled A STUDY ON EFFECTIVENESS OF MARKETING

STRATEGIES OF VOLKSWEGAN. Under the guidance of

Ms.SUDHADHARA SAMAL submitted in partial fulfillment of the

requirements for the award of the degree of Bachelor of Business

Administration to Veer Narmad South Gujarat University, Surat is my

original work- research study carried out during 5th January, 2010 to 5th

March, 2010 and not submitted for the award of any other

degree/diploma/fellowship or other similar titles or prizes to any other

institution/organization or university by any other person.

Place: AMROLI SignatureDate:

(Manish Chopada V.)

T.Y.B.B.A(Sem VI)

Roll No:-204


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ACKNOWLEDGEMENTI am very happy to express my sincere thanks to Veer Narmad

South Gujarat University, Surat to providing me such a great opportunity.

I would also like to express my sincere thanks to My College for

exposing me to such field experience. I would also thanks Ms.Shehnaz R.

Sheikh(Principal I/c) for giving me this opportunity for project work.

I am very happy to express my sincere thanks to my project

guideMs. Sudhadhara Samal , for supporting and guiding me during the tenure

of my project work and sparing her valuable time for me.

I also express my gratitude to Mr.Amar Anajwala and

Mr.Bhumin Shroffof Volkswagen, Surat, and other staff members for providing

me all necessary guidance and information pertaining to my project.

Lastly, I thank all the faculty members and friends who directly or

indirectly helped me in completion of my project work.

Date: Thanking you

Place:

Chopada Manish V.

T.Y.B.B.A. (Sem-VI)

Roll No:-204


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-:PREFACE:-I undertake writing this report of the specialization report because we all

are of the few students who are presently undertaking education in the spare of

bachelor of business administration which covers total business activities.

As a student of management, I must be encouraged by the growth and

rapid development taken place in the Automobile sector. In India, management is

growing body. Keeping in mind the ever development field of management and

great demand for marketing in our country, the university has arranged specialized

programs in many fields of management. Thus this is our moral and obligatory

duty to take this part of our studies with great enthusiasm and seriousness and give

it a due importance.

The report gives information about Effectiveness of marketing strategies

of Volkswagen in Surat. The report contains graphical representing &

interpretations with each graph and charts. For the preparation of this report I have

used simple random sampling method for our survey. This training proved to be

an experience which is required to become a true student of business

administration.

I hope this report will help both the evaluator as well as readers.

Chopada Manish V.


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-: Contents :-

Sr.

No.Particular Page

No.

1. Introduction 1-6

2. Theoretical Back ground 7-13

3. Problem Identification 14-16

4. Research Methodology 17-22

5. Data Analysis 23-30

6. Testing of Hypothesis 31

7. Findings 32-33

8. Suggestion 34

Reference Material 35-37


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-: List of Tables & Charts :-

TA

BLE

No.

Particular PageNo.

1. Companys Marketing strategies are being

Prepared by Whom?23

2. Is Marketing strategies effective in market? 24

3. Any commitment from the customer aboutmarketing strategies?

25

4. Would company like to improve marketingstrategy after getting comments from customers?

26

5. Increment in selling of product by Applingmarketing strategy?

27

6. Type of marketing strategy applied by company? 28

7. After Appling marketing strategy, how muchinquiry company gets?

29

8. Any schemes from dealer, company or Ratio{both}?

30


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AUTOMOBILE INDUSTRY

The automobile industry in Indiathe tenth largest in the world

with an annual production of approximately 2 million unitsisexpected to become one of the major global automotive industries inthe coming years. A number of domestic companies produceautomobiles in India and the growing presence of multinationalinvestment, too, has led to an increase in overall growth. Followingthe economic reforms of 1991 the Indian automotive industry hasdemonstrated sustained growth as a result of increasedcompetitiveness and relaxed restrictions. The monthly sales ofpassenger cars in India exceed 100,000 units. Tata Motors launches itsfirst truck in collaboration with Mercedes-Benz.

History of Automobile Industry:

In 1953, the government of India and the Indian private sectorinitiated manufacturing processes to help develop the automobileindustry, which had emerged by the 1940s in a nascent form. Between1970 to the economic liberalization of 1991, the automobile industrycontinued to grow at a slow pace due to the many governmentrestrictions. A number of Indian manufactures appeared between

1970-1980.Japanese manufacturers entered the Indian marketultimately leading to the establishment of Maruti Udyog. A number offoreign firms initiated joint ventures with Indian companies.

Challenges faced by Indian Automotive Industry in the new age:

The Indian automotive industry has been facing new challengesdue to the rapid changes taking place during the last decade. Thisarticle discusses those challenges and initiatives taken by the

government to overcome them. The Indian auto industry is changingrapidly. During the last decade, many international auto


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manufacturers, either by themselves or in partnership with Indiancompanies, have started manufacturing activities in India. Theancillary industries have also grown in tandem. The quality ofproduction in small- and medium-scale industries has improved to

such an extent that they started exporting products to internationalmanufacturers. The major breakthrough of recent years is theunveiling of "Nano" by Tata Motors during the auto expo 2007. Thishas received worldwide attention and proved that India can not onlydesign an automobile of international standards but also execute theproject at a much lower cost through innovative choice ofcomponents, materials, engine design etc. These developments in theauto sector have given new confidence to everyone related to the autoindustry and specifically to the government which resulted in theannouncement of the Auto Policy 2006-2016 by the Ministry of HeavyIndustries. According to the Auto Policy, the Indian auto sector isexpected to grow to US$ 216 billion by 2016 and add 2.5 million new jobs to the economy. Every year two to three million people areexpected to purchase new vehicles. Several million vehicles andcomponents are expected to be exported to both developed anddeveloping nations. To achieve these goals, it is important that thepresent GDP growth rate, which is more than 8 per cent, continues toremain at the same level for the next 8-10 years. The government isalso giving some concessions to the auto industry. To realize the

above growth predictions, it is important to overcome variouschallenges the industry is facing currently. Two of the foremostchallenges are the spiraling cost of fuel and the paucity of highlyskilled manpower.

Rising oil price:

International price of crude oil is rising at an alarming rate. Theskyrocketing crude oil price rise will affect the economic growth ofmost of the nations of the world including India. The prospects of

India and China of becoming economic superpower will be seriouslyaffected. Also, the rise in oil prices will impact the growth of globalautomotive industry. Unless the use of alternative fuels increases, it isvery unlikely that the situation will change for the better. Thisnecessarily means that more and more investments should be directedtowards R&D, establishing mechanisms to translate R&D results intoproducts and their efficient manufacturing. This will also requireradical redesigning of engines.


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Human resources:

The second major challenge is the creation of highly skilledhuman resource required for the auto industry. Auto industry, likemany other industries is facing severe shortage of skilled technical as

well as managerial manpower. This challenge becomes all the moredaunting because faults lie at a more fundamental level of traininginfrastructure and the social perception.

Summary:

The growth of auto industry in India will be contingent not juston domestic demand, but also equally on exports. Therefore, thepresent projections will become a reality if thrust is given to originalresearch that will yield breakthrough results. These results help inaddressing the current global concerns such as environment, fuelefficiency, need for alternate and renewable fuels and materials etc.This can happen only through a consortium approach where variousauto companies and academic institutions work together as in the caseof IT hardware industry. The consortium approach should be extendedto address the trained human resource shortage as well. Thegovernment should act as a facilitator by bringing about necessarychanges in the current laws that will encourage private participation.Finally, there should be mechanisms in place that will ensure thatthere is a balance in the pool of human resources comprising research

scientists, managers, engineers, designers, technicians, and skilled andsemiskilled workers.


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Introduction of Volkswagen

Company Overview

Volkswagen currently produces everything from cheap smallcars to super high-end luxury automobiles, also boasting an impressivecommercial wing that produces everything from pick-up trucks andbuses to heavy trucks. In addition to factories in twelve Europeancountries, Volkswagen currently has production plants in North

America, South America, Africa, and Asia. Volkswagen finances thepurchase and lease of its vehicles through a successful financialservices division. Volkswagen's business focus continues to be largelyEuropean and the country has traditionally struggled in the US.Volkswagens North American operations are more of a struggle for

the company, with the exception of the Audi brand. The VW brandhas limited North American product offerings that are expensivecompared to similar products from Japanese automakers, partiallybecause of the currency effects of importing cars from Europe. Thecompany's offerings also largely ignore the small SUV, truck, andminivan segments. Conversely, the company's offerings matchconsumer expectations much better in Europe, where the companycontinues to be highly successful.


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History of Volkswagen

In the early 1930s German auto industry was still largelycomposed of luxury models, and the average German rarely couldafford something more than a motorcycle. Seeking a potential newmarket, some auto industries begun independent projects o(people'sautomobile) - Mercedes' 170H, Adler's AutoBahn, Steyr 55, Hanomag1,3L, among others. The trend was not new, as Bla Barnyi iscredited with having conceived the basic design in the middle 1920's.Josef Ganz developed the Standard Superior (going as far asadvertising it as the "German Volkswagen"). Also, in Czechoslovakia,

the Hans Ledwinka's penned Tatra 77, a very popular car amongst theGerman elite, was becoming smaller and more affordable at eachrevision. In 1933, with many of the above projects still in developmentor early stages of production, Adolf Hitler declared his intentions for astate-sponsored "Volkswagen" program. Hitler required a basicvehicle capable of transporting two adults and three children at100 km/h (62 mph). The "People's Car" would be available to citizensof the Third Reich through a savings scheme at 990 Reichsmark, aboutthe price of a small motorcycle (an average income being around

32RM a week).

Despite heavy lobbying in favor of one of the existing projects,Hitler choose to sponsor an all new, state owned factory. The engineerchosen for the task was Ferdinand Porsche. By then an already famedengineer, Porsche was the designer of the Mercedes 170H, and workedat Steyr for quite some time in the late 1920s. When he opened hisown design studio he landed two separate "Auto fr Jedermann" (carfor everybody) projects with NSU and Zndapp, both motorcyclemanufacturers. Neither project come to fruition, stalling at prototypephase, but the basic concept remained in Porsche's mind time enough,so on 22 June 1934, Dr. Ferdinand Porsche agreed to create the"People's Car" for Hitler.

Changes included better fuel efficiency, reliability, ease of use,and economically efficient repairs and parts. The intention was thatordinary Europeans would buy the car by means of a savings scheme("Fnf Mark die Woche musst Du sparen, willst Du im eigenenWagen fahren""Save five Marks a week, if you want to drive your

own car"), which around 336,000 people eventually paid into.Volkswagen honored its savings agreements in West Germany (but


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not in East Germany) after World War II. Prototypes of the car calledthe "KdF-Wagen" (German: Kraft durch Freude "strength throughjoy"), appeared from 1936 onwards (the first cars had been producedin Stuttgart). The car already had its distinctive round shape and air-

cooled, flat-four, rear-mounted engine. The VW car was just one ofmany KdF programs which included things such as tours and outings.The prefix Volks("People's") was not just applied to cars, but alsoto other products in Europe; the "Volksempfnger" radio receiver forinstance. On 28 May 1937, the Gesellschaft zur Vorbereitung desDeutschen Volkswagens mbH was established by the DeutscheArbeitsfront. It was later renamed "Volkswagenwerk GmbH" on 16September 1938.

Erwin Komenda, the longstanding Auto Union chief designer,developed the car body of the prototype, which was recognizably theBeetle known today. It was one of the first to be evolved with the aidof a wind tunnel, in use in Germany since the early 1920s.

The building of the new factory started 26 May 1938 in the newtown of KdF-Stadt, now called Wolfsburg, which had been purpose-built for the factory workers. This factory had only produced a handfulof cars by the time war started in 1939. None was actually delivered toany holder of the completed saving stamp books, though one Type 1

Cabriolet was presented to Hitler on 20 April 1938 (his 49th birthday).

War meant production changed to military vehicles, the Type82 Kbelwagen ("Bucket car") utility vehicle (VW's most commonwartime model), and the amphibious Schwimmwagen which wereused to equip the German forces..


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Theoretical Background

Marketing Strategy:

The marketing concept of building an organization around theprofitable satisfaction of customer needs has helped firms to achievesuccess in high-growth, moderately competitive markets. However, tobe successful in markets in which economic growth has leveled and inwhich there exist many competitors who follow the marketingconcept, a well-developed marketing strategy is required. Such astrategy considers a portfolio of products and takes into account theanticipated moves of competitors in the market.

The Case of Barco:

In late 1989, Barco N.V.'s projection systems division wasfaced with Sony's surprise introduction of a better graphics projector.Barco had been perceived as a leader, introducing high qualityproducts first and targeting a niche market that was willing to pay ahigher price. Being a smaller company, Barco could not compete onprice, so it traditionally pursued a skimming strategy in the graphicsprojector market, where it had a 55% market share of the smallmarket. Barco's overall market share for all types of projectors wasonly 4%.

Even though Barco's market was mainly in graphics projectors,the company had not introduced a new graphics projector in over twoyears. Instead, it was spending a large portion of its R&D budget onvideo projector products. However, video projectors were not Barco'smarket.

Barco's engineers had been working long hours on their new

projector that would not be as good as Sony's. Some people thoughtthey should not stop work on that product since the engineers' moralewould suffer after being told how important it was to work hard to getthe product out. However, even considering the morale of the productteam, it would not have been a good idea to introduce a product thatwas inferior to that of Sony. Barco wisely stopped working on theinferior product and put a major effort in developing a projector thatoutperformed Sony's.


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The Barco case illustrates several marketing strategy concepts:

Price / Selling Effort Strategies: A firm that follows a skimmingstrategy seeks to be the first to introduce a product with very

good performance, selling it to the innovator market segmentand charging a premium price for it. It makes as much profit aspossible, then moves on when the competition arrives. The priceis likely to fall over time as competition is encountered. Such askimming strategy contrasts with a penetrating strategy, whichseeks to gain market share by sacrificing short-term profits, andincreasing the price over time as market share is gained.Competitors have certain strengths and abilities. To succeed, afirm must leverage its own unique abilities.A firm should prepare defensive strategies before potentialthreats arrive. If the competition surprises a firm with theintroduction of a vastly superior product, the firm should resistthe temptation to proceed with its mediocre product. A firmnever should introduce a product that is obsolete when it hits themarket.The competition's probable response to a firm's actions shouldbe considered carefully.

Marketing Research for Strategic Decision Making:

The two most common uses of marketing research are fordiagnostic analysis to understand the market and the firm's currentperformance, and opportunity analysis to define any unexploitedopportunities for growth. Marketing research studies include consumerstudies, distribution studies, semantic scaling, multidimensionalscaling, intelligence studies, projections, and conjoint analysis. A fewof these are outlined below.

Semantic scaling: a very simple rating of how consumersperceive the physical attributes of a product, and what the idealvalues of those attributes would be. Semantic scaling is not veryaccurate since the consumers are polled according to an ordinalranking so mathematical averaging is not possible. For example,8 is not necessarily twice as much as 4 in an ordinal rankingsystem. Furthermore, each person uses the scale differently.Multidimensional scaling (MDS) addresses the problems

associated with semantic scaling by polling the consumer forpair-wise comparisons between products or between one


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product and the ideal. The assumption is that while peoplecannot report reliably which attributes drive their choices, theycan report perceptions of similarities between brands. However,MDS analyses do not indicate the relative importance between

attributes.Conjoint analysis infers the relative importance of attributes bypresenting consumers with a set of features of two hypotheticalproducts and asking them which product they prefer. Thisquestion is repeated over several sets of attribute values. Theresults allow one to predict which attributes are the moreimportant, the combination of attribute values that is the mostpreferred. From this information, the expected market share of agiven design can be estimated.

Marketing strategy is a method of focusing an organization'senergies and resources on a course of action which can lead toincreased sales and dominance of a targeted market niche. Amarketing strategy combines product development, promotion,distribution, pricing, relationship management and other elements;identifies the firm's marketing goals, and explains how they will beachieved, ideally within a stated timeframe. Marketing strategydetermines the choice of target market segments, positioning,Marketing mix, and allocation of resources. It is most effective when

it is an integral component of overall firm strategy, defining how theorganization will successfully engage customers, prospects, andcompetitors in the market arena. Corporate strategies, corporatemissions, and corporate goals. As the customer constitutes the sourceof a company's revenue, marketing strategy is closely linked withsales. A key component of marketing strategy is often to keepmarketing in line with a company's overarching mission statement.

Basic theory:

1. Target Audience2. Proposition/Key Element3. Implementation


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Tactics and actions:

A marketing strategy can serve as the foundation of a marketingplan. A marketing plan contains a set of specific actions required tosuccessfully implement a marketing strategy. For example: "Use a lowcost product to attract consumers. Once our organization, via our lowcost product, has established a relationship with consumers, ourorganization will sell additional, higher-margin products and servicesthat enhance the consumer's interaction with the low-cost product orservice."

A strategy consists of a well thought out series of tactics to

make a marketing plan more effective. Marketing strategies serve asthe fundamental underpinning of marketing plans designed to fillmarket needs and reach marketing objectives. Plans and objectives aregenerally tested for measurable results.

A marketing strategy often integrates an organization'smarketing goals, policies, and action sequences (tactics) into acohesive whole. Similarly, the various strands of the strategy , whichmight include advertising, channel marketing, internet marketing,

promotion and public relations can be orchestrated. Many companiescascade a strategy throughout an organization, by creating strategytactics that then become strategy goals for the next level or group.Each one group is expected to take that strategy goal and develop a setof tactics to achieve that goal. This is why it is important to make eachstrategy goal measurable.

Marketing strategies are dynamic and interactive. They arepartially planned and partially unplanned


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Types of strategies:

Marketing strategies may differ depending on the uniquesituation of the individual business. However there are a number ofways of categorizing some generic strategies. A brief description ofthe most common categorizing schemes is presented below:

Strategies based on market dominance - In this scheme, firmsare classified based on their market share or dominance of anindustry. Typically there are four types of market dominancestrategies:

o

Leadero Challengero Followero Nicher

Porter generic strategy - strategy on the dimensions of strategicscope and strategic strength. Strategic scope refers to the market penetration while strategic strength refers to the firms

sustainable competitive advantage. The generic strategyframework (porter 1984) comprises two alternatives each withtwo alternative scopes. These are Differentiation and low-costleadership each with a dimension of Focus-broad or narrow.

o Product differentiation (broad)o Cost leadership (broad)o Market segmentation (narrow)

Innovation strategies - This deals with the firm's rate of the newproduct development and business model innovation. It askswhether the company is on the cutting edge of technology andbusiness innovation. There are three types:

o Pioneerso Close followerso Late followers

Growth strategies - In this scheme we ask the question, Howshould the firm grow? There are a number of different ways of

answering that question, but the most common gives fouranswers:

o Horizontal integrationo Vertical integrationo Diversificationo Intensification


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A more detailed scheme uses the categories:

ProspectorAnalyzer

DefenderReactor

Selling effort strategies(Price effort strategies):

There are total four classic price/selling effort strategies:

In general, products are clustered in the low-low or high-highcategories. If a product is in a mixed category, after introduction it willtend to move to the low-low or high-high one.

Increasing the breadth of the product line as several advantages.A firm can better serve multiple segments, it can occupy more of thedistributors' shelf space, it offers customers a more complete selection,and it preempts competition. While a wider range of products willcause a firm to cannibalize some of its own sales, it is better to do sooneself rather than let the competition do so.

Selling

Effort

Price

Low High

Low Necessity GoodsClassic Skim Strategy

Vulnerable to new entrants

High

Classic PenetrationStrategy

Luxury Goods


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The drawbacks of broad product lines are reduced volume foreach brand (cannibalization), greater manufacturing complexity,increased inventory, more management resources required, moreadvertising (or less per brand), clutter and confusion in advertising for

both customers and distributors.

To increase profits from existing brands, a firm can improve itsproduction efficiency, increase the demand through more users, moreuses, and more usage. A firm also can defend its existing base throughline extensions (expand on a current brand), flanker brands (newbrands in an existing product area), and brand extensions.


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Problem Identification

CONCEPT OF PROBLEM:-

The first step in research is formulating a researchproblem. It is most important stage in applied research as poorly

defined problems will not yield useful results. It is rightly said that a

problem is the half-solved.

It is difficult to lay down any concise prescription

for recognizing problem. A person with an inquisive nature and the

necessary background would recognize a problem or an opportunity in

less time than another who lacks these qualities. Once the researcher

has identified two or more than two problems or opportunity, the next

question he should be concerned with iswhich of the problem is to

be selected?

A research problem, in general, refers to some

difficulty which a researcher experiences in the context of either a

theoretical or practical situation and wants to obtain a solution for the

same.

We can, state the components of the research

problem as under:

[1] There must be an individual or a group which

has some difficulty or the problem.


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[2] There must be some objectives to be attained at.

If one wants nothing, one cannot have a problem.

[3] There must be alternative means (or the courses

of action) for obtaining the objective one wish to attain. This means

that there must be at least two means available to a researcher for if he

has no choice of means, he cannot have a problem.

SCOPE OF THE STUDY:-

For the study I went to Volkswagen car dealer in Suratcity.

I have selected the subject entitle A study on effectiveness

of marketing strategies of Volkswagen. And my scope is limited only

to the Gujarat state and has not considered the entire Gujarat state due

to the time limitation of two months. For the study we are going to

Volkswagen car dealer.

OBJECTIVE OF THE STUDY:-

I selected the particular topic a study on effectiveness of

marketing strategies of Volkswagen Company. In order to identify

effectiveness of marketing strategies.

On the basis of this study the Company can make

improvement in current marketing strategies where it needed and

company can identify and create more need which helps in increase

growth of company and improve image of company.

Objectives:-

To identify effectiveness of companys marketing strategies.

To improve marketing strategy of company.


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To Identify and create need.

SIGNIFICANCE OF THE STUDY:-

It helps to company to know whether their current marketing

strategies are effective or not.

This study plays important role for the company to undertake

development task.

This survey makes products progressive for the company.

LIMITATION OF THE STUDY:-

During my entire projects study I tried my best to

make my research study and my report qualitative but during my

project work the following limitations were faced by me:

1. Time period allowed for the study i.e. two months were veryshort.

2. It may happen that some respondent gave careless response.

3. Within two months, it is hard to cover large area.

4. Sample unit is limited.


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Research Methodology

Meaning of Research:-

Research in common parlance refers to a search for

knowledge. One can also define research as a scientific and systematic

search for pertinent information on a specific topic. In fact, research is

an art of scientific investigation. The advanced learners dictionary of

Current English lays down thy meaning of the research as:

A careful investigation or inquiry especially

through search for new facts in any branch of knowledge

Redman and Mory define the research as A

systematized effort to gain new knowledge

Research comprises defining and redefining

problems, formulating hypothesis or suggested solutions; collecting,

organizing, evaluating date; making deductions and researching

conclusions.

MARKETING RESEARCH:-

Marketing Research is the function which links the

consumer, customer and the public to the marketer through

informationinformation used to identify and define the marketing

opportunities and problems; generate, refine and evaluate marketing

actions; monitor marketing performance; and improve understanding

of market as a process.


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Marketing research specifies the information

required to address these issues; designs the method for collecting

information; manages and implements the data collection process;

analyses the results; and communicates the findings and their

implications. My marketing Research is on Brand awareness.

However, there are also some limitations of

marketing research like it is not exact science and is too faulty and

superficial in industry.

THE RESEARCH PROCESS:-

The Marketing research process involves a number

of interrelated activities which dont rigidly follow a particular

sequence. Followings are the various steps in the research

methodology process:

[1] Formulating the research problem.

[2] Choice of research design.

[3] Determining sources of data.

[4] Designing data collection forms.

[5] Determining sampling design and sampling size.

[6] Organizing and conducting the field survey.

[7] Processing and analyzing the collected data.

[8] Preparing the research report.


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RESEARCH DESIGN:-

Research design is the plan, structure and strategy

of investigation conceived so as to obtain answers to research

questions and to control variance.

The definition consists of three important terms

plan, structure and strategy. The plan is an outline of the research but

structure of the research is a more specific outline and the strategy

shows how the research will be carried out.

TYPES OF RESEARCH DESIGN:-

Research design can be grouped in three board

categories:

[1] Exploratory Research:-

In the case of exploratory research, the focus is on

the discovery of ideas. In a business where sales have been declining

for the past few months, the management may conduct exploratory

research to find the most likely cause. An exploratory study is

generally based on the secondary data that are readily available sincethe objective of the research is to generate new ideas, respondents

should be given sufficient freedom to express themselves.

[2] Descriptive studies:-

Descriptive studies are undertaken in many

circumstances. When the researcher is interested in knowing the


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characteristics of certain groups such as age, sex, occupation then a

descriptive study may be necessary in other use, when researcher is

interested in knowing the proportion of the people in a given

population who have behaved in a particular manner. The descriptive

studies are factual and very simple. It is also well structured.

Descriptive studies can be divided into two categoriescross

sectional and longitudinal. Cross sectional study is concerned with a

sample of elements i.e. field studies and surveys while longitudinal

studies are based on panel data and panel methods which is a sample

of respondents who are reinterviewed from time to time.

[3]Causal Designs:-

A causal design investigates the cause and effect

relationship between two or more variables. The design of causal

research is based on reasoning along well tested lines. The method ofagreement and the method of differences are use in causal research

formulated by john mill.

TYPES OF DATA COLLECTION:-

There are mainly two types of data collection method:

[1] Primary data:-

Data which are collected at first hand is primary

data for collecting primary data, There are four methods i.e.

observation method, laboratory experiment method, field experiment

method and survey method. From that I select survey method. For


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survey, Questionnaire is necessary which consists the various

questions relating with the research. The questionnaire should be

designed well so the study become easy. Questionnaire survey can be

done through personal interview, telephonic interview and mail

questionnaire method.

[2] Secondary data:-

Any data which have been gathered earlier for

some other purpose are secondary data in the hands of the data in the

hands of the marketing researcher. Thus, primary data collected by

one person may become the secondary data for another. Secondary

data saves the time, cost and resources of the researcher. But

secondary data should not be outdated. The sources of the secondary

data are accounting records, sales force reports, internal experts, other

responds of company and government publications, nonegovernment and organizations publications etc.

SAMPLING PLAN & METHOD:-

I) Sampling unit:-

The target population is everyone in the

population has equal chance of sampling. The survey was conducted

in Gujarat state & is done in four of city.


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II) Sampling size:-

P= 0.80, q =0.20

e =0.05Hypothesis =100UNITS

III) Sampling Method:-

It indicates how the sample units are selected. Here I have

select dealer of Volkswagen car to know effectiveness of marketing

strategies of company and I have to do survey to with the help ofdealer. So we used random sampling method.


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Q.1: Companys Marketing strategies are being prepared byWhom?

Table No: 1

Chart No:1

Comment : -

In above chart 75% respondent says that the theirmarketing strategies prepared by Internal body and other 25%respondent says that their marketing strategies prepared by externalbody.

Answers Internalbody

Externalbody

Total

Respondent 68 32 100

Percentage 68 32 100


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Q.2 : Is Marketing strategies effective in market?

Table No: 2

Chart No:2

Comment : -In above chart 89% respondent says that their

marketing strategies are effective in market and other 11%respondents says that their marketing strategies are not effectivein market.

Answers Yes No Total




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Q.3: Any commitment from the customer about marketingstrategies ?

Table No: 3

Chart No:3

Comment : -In above chart 21% respondent says that they are

getting comments from customer on their marketing strategies andother 79% respondents says that they are not getting comments ontheir marketing strategies from customer.





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Q.4: Would company like to improve marketing strategyafter getting comments from customers?

Table No: 4

Chart No:4

Comment : -In above chart 76% respondent from who getting

comments from customer believe that their company would like toimprove their marketing strategies then other 24% respondent fromwho getting comments from customer believe that their companywould not like to improve their marketing strategies.


Respondent 16 5 20

Percentage 76.19 23.81 100


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Q.5:Increment in selling of product by Appling marketingstrategy?

Table No: 5

Chart No:5

Comment : -In above chart 47% respondent accept that they get

high increment in selling of product after applying marketingstrategies ,42% respondent accept that they get medium increment inselling of product after applying marketing strategies and other 11%respondent accept that they get low increment in selling of product

after applying marketing strategies.

Answers High Medium Low Total

Respondent 47 42 11 100

Percentage 47 42 11 100


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Q.6: Type of marketing strategy applied by company?

Table No: 6

Chart No:6

Comment : -In above chart 50% respondent says that their

company applied Rapid skimming strategy, 25% respondent says thattheir company applied Low skimming strategy, 25% respondent saysthat their company applied Rapid penetration strategy.

Answers Rapidskimming

Lowskimming

Rapidpenetration

Lowpenetration

Total

Respondent 50 25 25 0 100

Percentage 50 25 25 0 100


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Q.7: After Appling marketing strategy, how muchinquiry company gets?

Table No: 7

Chart No:7

Comment : -

In above chart 78% respondent believe that theyget high number of inquiry from customer after applying marketingstrategies, 16% respondent believe that they get medium number ofinquiry from customer after applying marketing strategies and 6%respondent believe that they get low number of inquiry from customerafter applying marketing.

Answers High Medium Low Total




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Q.8: Any schemes from dealer, company or Ratio {both}?

Table No: 8

Chart No:8

Comment : -In above chart 25% respondent says that all scheme

provide by their dealer and 75% respondent says that schemeintroduce by ratio (dealer and company).

Answers All fromcompany

All fromdealer

Ratio Total




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Testing of Hypothesis

I have taken 10 samples before survey for Pilot study inwhich I knew through 8 respondents that Marketing strategy of

Volkswagen is effective and through 2 respondents that Marketingstrategy of Volkswagen is not effective.

P = 0.80

Q = 0.20

I have taken 100 sample sizes for survey; I have knownthrough 89 respondents that Marketing strategies of Volkswagen is

effective.n = 100p = x/n

= 89/100= 0.89

Statement for Hypothesis Testing :

H0 = Marketing strategies of company is 80% effectiveness.

H1 = Marketing strategies of company is 20% not effectiveness.

Z cal. = | p-P |

PQ/n

= |0.89-0.80|

0.80 X 0.20/100

= 0.09/0.0

Z cal. = 2.25Z cal.> 1.96 so, we do not accepted null hypothesis.


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Findings

75% respondent says that the their marketing strategies

prepared by Internal body and other 25% respondent says that

their marketing strategies prepared by external body.

89% respondent says that their marketing strategies are

effective in market and other 11% respondents says that their

marketing strategies are not effective in market.

21% respondent says that they are getting comments from

customer on their marketing strategies and other 79%

respondents says that they are not getting comments on their

marketing strategies from customer.

76% respondent from who getting comments from customer

believe that their company would like to improve their

marketing strategies then other 24% respondent from who

getting comments from customer believe that their company

would not like to improve their marketing strategies.

47% respondent accept that they get high increment in selling of

product after applying marketing strategies ,42% respondent

accept that they get medium increment in selling of product

after applying marketing strategies and other 11% respondent

accept that they get low increment in selling of product after

applying marketing strategies.


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50% respondent says that their company applied Rapid

skimming strategy, 25% respondent says that their company

applied Low skimming strategy, 25% respondent says that their

company applied Rapid penetration strategy.

78% respondent believe that they get high number of inquiry

from customer after applying marketing strategies, 16%

respondent believe that they get medium number of inquiry

from customer after applying marketing strategies and 6%

respondent believe that they get low number of inquiry from

customer after applying marketing.

25% respondent says that all scheme provide by their dealer and

75% respondent says that scheme introduce by ratio (dealer and

company).


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Suggestions

I think Company should take following actions to makemore effective Marketing strategies as compare to the earlier one.

1. Volkswagen should do more Advertisement in Gujarat state

and company should recruit more sales executive.

2. Company introduce its new car polo like this it should

make more new car model with low price and good quality.

3. Company should open maximum showroom in possible city

so that its car can be available in maximum city of Gujaratand so that it can get fast growth.


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A)Bibliography

Websites:

- www.google.com

- www.wikipedia.org

Company informations:

- www.volkswagen.co.in
http://www.google.com/http://www.wikipedia.org/http://www.volkswagen.co.in/http://www.volkswagen.co.in/http://www.wikipedia.org/http://www.google.com/


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B) Annexure

QUESTIONNAIRE

NAME: __________________________________

AREA: ________________

AGE: _________________

Gender: ___________________

E-mail ID: _____________________________

Dealer: _________________________________

Please tick [] the option, which you find

appropriate.(This survey is regarding to effectiveness of marketing strategy of

Volkswagen)

1. By whom your companys marketing strategies are beingprepared?

[ ] Internal body[ ] Expert body (External)

2. Is your marketing strategy effective in market?[ ] Yes[ ] No

3. Is there any commitment from the customer aboutmarketing strategy?

[ ] Yes[ ] No

4. If yes, then would you like to make improvement in yourmarketing strategy as per customer view ?

[ ] Yes[ ] No

5. How much increment in selling of product by applyingmarketing strategies?

[ ] High[ ] Medium[ ] Low

6.Which type of marketing strategy company applied?

[ ] Rapid skimming[ ] Low skimming[ ] Rapid penetration


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[ ] Low penetration

7. How much inquiry do you get after applying abovestrategy?

[ ] High

[ ] Medium[ ] Low

8. Is there any scheme from dealer side or all from companyside?

[ ] All from company[ ] All from dealer[ ] Ratio

9. Suggestions for marketing strategy (If any?).

_______________________________________________

_______________________________________________

_______________________________________________

Thank You!

Documents

Effectiveness of marketing strategyBy sagar