How to Increase Sale of Excel-4 (Lcv), Force Motors Limited, Akrudi, Pune(Marketing)

7/29/2019 How to Increase Sale of Excel-4 (Lcv), Force Motors Limited, Akrudi, Pune(Marketing)

1/63

V.I.M

AMARKET SURVEY ON

HOW TO INCREASE SALE OF EXCEL-4 (LCV)

CONDUCTED ATFORCE MOTORS LIMITED, AKRUDI, PUNE

SUBMITTED TOUNIVERSITY OF PUNE

IN PARTIAL FULFILMENT OF THEMASTERS OF BUSINES ADMINSTRATATION

SUBMITTED BYABHIJEET S. NIMBALKAR

UNDER THE GUIDANCE OFPROF.SURESH ABHYANKAR

VISHWAKARMA INSTITUTE OF MANAGEMENT

PUNE.(2004-2006)

Project Report.1

2MAHINDRA

1EICHER

4OTHERS

3TATA -HCV

2SWARAJMAZDA

20METADOR

25TATA 407

3EXCEL


2/63

V.I.M

Project Report.2


3/63

V.I.M

Acknowledgement

At the very outset, I am very thankful to the management ofForce MotorsLtd., which provided me an opportunity to do the project in the company.

I am indebted to Mr. Cyriac Jacob (GM Marketing) and Mr. AbhijeetMalwadkar (Dy.Manager Marketing) who guided me at every instant during thecourse of the project work and inspired me with their ideas and was alwayswilling to lend a helping hand.

I would like to specially thank Mr. Shankar Raj (Sr. Marketing Executive)and Mr. Gaurav Gupta (Sr. Marketing Executive) who encouraged me alwaysand helped me from the very beginning till the final stage of the project.

I would like to express my gratitude to all the dealers from Pune, Mumbai,

Chennai, Madurai and Coimbatore who co-operated and provided me thenecessary information for my project work.

I am also thankful to Mr. Arun Kumar(Business Manager,Chennai ), Mr.Arul Mhanalan (Sales Executive,Chennai) and Mr.Jude Deepak (Sr. MarketingExecutive) Mr. Sudan Kumar (Works Manager, Coimbatore) for their helpinghand in collecting facts and feedback from the customers.

I am also thankful to the Marketing Department and all the people whodirectly or indirectly helped me during the course of the project.

My sincere regards & gratitude to my DirectorDr.Sharad Joshi for havinggiven me the support throughout my project & has thus made me capable ofbeing worthy of recognition.

I am whole-heartedly thankful to my guide Prof. Suresh Abhyankarwhohas been most cooperative & encouraging personality who guided me incompleting this project.

Abhijeet S. Nimbalkar

Project Report.3


4/63

V.I.M

CHAPTER NO. CHAPTER NAME

I. EXECUTIVE SUMMARY

II. COMPANY PROFILE

III. PRODUCT PROFILEIV. OBJECTIVE OF THE STUDY

V. RESEARCH METHODOLOGY

VI. INTERPRETATION & ANALYSIS

VII. FINDINGS

VIII. CONCLUSION

IX. RECOMMENDATIONS

X. LIMITATIONS

XI. BIBLIOGRAPHY

XII. ANNEXURE

Project Report.4


5/63

V.I.M

EXECUTIVE SUMMARY

1. Major objective: -How to increase the sale of EXCEL 4.

2.Minor objective: -

To analyze and identify the potential market segment for goods industry

To find out areas of improvement in EXCEL 4 vis- a- vis competition.

FINDINGS:-

Excel 4 vehicles are best suited for the applications, which include the

following

A. High speed B. Low cost. C. Low tonnage.

Overloading capacity of TATA 407 is higher than EXCEL 4.

Spares availability is poor and maintenance cost is higher in case ofEXCEL-4

CONCLUSION:-

TATA 407 is a better product as compared to EXCEL-4.

Spares availability of EXCEL-4 is very poor.

Spares cost should be reduced of EXCEL-4 vehicle.

RECOMMENDATIONS:-

I. Satisfying existing customers.

II

. Increasing the spare parts network.

III.

Convincing the local tempo stand union leaders

iv.

Ensuring spare parts availability

V.

Customer pull promotional schemes

Project Report.5


6/63

V.I.M

LIMITATIONS

Language Barriers.

The data collected represents the whole population.

Ignorance by the customers and not proving the relevant information.

COMPANY PROFILE

Company:

A company that has reinvented itself. A fully vertically integrated

automobile company, with expertise in Design, Development and Manufacture of

the full spectrum of Automotive Components, Aggregates and Vehicles.

Our range includes three wheelers, multi utility and cross-country vehicles,

light commercial vehicles, tractors and now heavy commercial vehicles.

The word Force is not just the product of 'mass' and 'acceleration'. It reflects

our values of ethical business, our strength in technology, in manufacturing and

our energy in product development. It is also the binding force in our close and

mutually beneficial relations with our customers, dealers, suppliers and business

associates.

Force is the dynamism with which we venture into our future supported by

the array of Technical Collaborations and Business Alliances with world leaders

like MAN, Daimler Chrysler and ZF.

Today Tempo makes the new family of tempo trax, the new tempo excel,

the Minidor 75 ranges of vehicles & the tempo Ox range of tractors. These are

products born out of tempos own research & development activity.

The product designs for these ranges of most modern vehicles were

created in their overfull capability of Computer Engineering Environment.

Project Report.6


7/63

V.I.M

The Tempo R&D center is among the most advanced in the country with a

100 terminal (CAD) COMPUTER AIDED DESIGN NETWORK.

Over 90% of the vehicles currently manufactured & sold by Tempo are the

latest designs where introduction is less than 5 years old.

The engines designed by Tempo are fully proven for emission and for fuel

efficiency. The Tempo vehicles offer green engines meeting EURO II norms.

Company Mission

We endeavor to reach the leadership position in each segment/Sector of

our product and services.

We are committed to satisfy our customers by providing such quality

product/Services, which gives to highest value for money.

We believe that our employees are our most important assets through

which we can reach the top in each category of our product and service;

therefore we will focus on their continuous improvements through up gradation of

relevant knowledge and training.

Tempo Group comprises of following companies: -

Force Motors Limited.

Jai Hind

Late Shri N.K.Firodia, a dedicated Gandhian and

Visionary Industrialist, was the Founder-Managing

Director of the company. Having participated in the

freedom struggle for India in 1932 and 1942, was

determined to achieve Industrial modernisation for

India. He established, starting in 1950, in

Collaboration with Vidal & Sohn, Hamburg,

Project Report.7
http://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdf


8/63

V.I.M

Germany the import and later progressive manufacture in India of the Tempo 3-

Wheeler.

On 15th August 1957, the 10th

anniversary of Indian independence, Mr.

N.K.Firodia signed a collaboration with

Vidal & Sohn Tempo Werke GmbH for

phased manufacturing of TEMPO 3-WHEELER & manufacturing was started in a

small plant at Goregaon, Bombay. The initial licensed capacity granted by the

government was 1000 per year and 80 vehicles per month.

Expanding the business in 1961, the Company acquired about 150 acresof land in Akurdi near Pune. The production was transferred to Pune by the end

of 1964. Ambitious plans for producing Light Commercial Vehicles for the

growing industrial economy of India were drawn up. The manufacture of TEMPO

VIKING 4-Wheeled Trucks & Vans commenced in November 1964. The licensed

capacity was increased to 6000 vehicles per year.

The VIKING vehicle subsequently was

upgraded with a diesel engine and the

MATADOR was born. The production of

Matador commenced in 1969. In 1975, the

manufacturing capacity of the company was

increased to 12,000 vehicles per year, in

addition to 6,000 diesel engines for other purposes.

The collaborator company in Germany, in the wave of mergers during the

70 s merged eventually with Daimler-Benz. In July 1982, the company in a new

collaboration - with the then Daimler Benz - produced the Mercedes Benz OM

616 engine under license for fitting on its line of vehicles.

The TEMPO TRAX Vehicle, specifically designed for the rough roads of

rural India was developed by the Company's Research & Development

Project Report.8
http://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdf


9/63

V.I.M

department, to cater to the growing mechanisation of

passenger transport in rural India.

To further

modernise

its LCV

product range, the Company

took up the production of the

TEMPO TRAVELLER, under

licence from Daimler-Benz. A new Plant was set up in 1987, on a greenfield site

in Central India at Pithampur in Madhya Pradesh. This modern facility was

developed in close co-operation with Daimler-Benz.

The plant is equipped with a modern conveyorised body welding and

Electrophoretic dip painting shop. The Plant has been expanded to house a new

Press Shop in 1997.

In 1996, the company

introduced a new range of

Three Wheelers - MINIDOR -pick up and auto rickshaw.

These vehicles were completely

designed in house using its own modern Computer aided Design and Computer

Aided Manufacturing facilities .

In 1997, the company

conceived a technologically

superior tractor, the OX, as a

diversification and the OX 45,

a 45 HP tractor was introduced. The tractor was

designed using Transmission technology from ZF, Germany, technical

Project Report.9
http://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdf


10/63

V.I.M

assistance for engine from AVL, Austria and hydraulics technology from Bosch. A

35 HP version of the tractor, the OX 35 was introduced in 1999. During 2002, 25

HP OX-25 was added to its range. The company launched Balwan range of

tractors in 2003.

In 1999, The EXCEL range of state of the art Light

Commercial Vehicles was introduced. These

vehicles with their superb ergonomics and superior

aggregates represent the latest generation of LCV

s in India that can carry payloads upto 4 tonnes.

Continuing with the efforts to introduce new

products, the company in the year 2000 introduced

two new - highly refined vehicles - specially

designed for the Indian market.- Trax JUDO and Trax GAMA. Trax JUDO, now

with a Euro II compliant engine, all metal body, excellent fit and finish is the All

Rounder multi utility vehicle, with both air conditioning and power steering as

standard options. Trax GAMA also features a full metal body and fine fit and

finish, with a most economical DI engine. The GAMA is thus the Ideal People

Carrier, for rural as well as urban transportation needs.

In the Year 2000, the Pithampur plant and its Mercedes Engine

facilities received the prestigious ISO 9002 certification for

quality systems.

In year 2003 , the entire Akurdi plant and Pithampur Plant were

certified to ISO 9001 : 2000.

Project Report.10
http://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdf


11/63

V.I.M

In 2004 , Engine Plant assembling Daimler Chrysler engines was certified to TS

16949 : 2002 .

In a historic agreement with MAN world leaders

in engines and truck technology, the company

formed a new alliance in 2004. This alliance enables

us to produce trucks that have the latest technology

and possess highly reliable engines. The agreement

also supports the achievements of global sourcing targets and export potential

for both companies.

In October 2004, the company took another momentous step by entering

into a comprehensive Technological Agreement with ZF the world leaders in

transmission technology. ZF has its production facilities spread across three

continents. This agreement enabled the company to acquire both product and

process technology.

Project Report.11
http://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdfhttp://www.forcemotors.com/sheeba/force/Uploads/brochure.pdf


12/63

V.I.M

PRODUCT PROFILE

Tractors:

Balwan 500

Balwan 400

Balwan 300

Balwan 450

OX 25

Three Wheelers:

Minidor Autorichshaw

Minidor Delivery Van

Minidor Comfort Cabin Pick up

Minidor Pick up.

MUV:-

Muv-Goods Carriers

Delivery Van

Kango King

Kango King DCPU

Muv-Passenger Carriers

Challenger

Ambulance

Cruiser Classic

Judo

Project Report.12


13/63

V.I.M

LCV:-

EXCEL 4

Traveller Delivery Van

Travelelr Ambulance

Traveler passenger

Citiline School Bus and Office vehicle.

HCV:-

Full Range of HCVs from 16 T GVW to 50 T GCW comprising 4x2 and

6x2 rigids,4x2 and 6x4 Tractor Trailers and 4x4, 6x4 and 8x4 special purpose

vehicle

.Regular production expected to commence from first quarter of 2006.

Project Report.13


14/63

V.I.M

OBJECTIVE

PROJECT OBJECTIVE:

To analyze and identify the potential market segment for goods

industry.


To study and compare the performance of EXCEL 4 Vs TATA 407

in the major cities of potential markets of Maharashtra and

Tamil Nadu.

1.Major objective: -

How to increase the sale of EXCEL 4.

2.

Minor objective: -

To analyze and identify the potential market segment for goods

industry.


To study and compare the performance of EXCEL 4 Vs TATA 407

in the major cities of potential markets of Maharashtra and

Tamil Nadu.

Project Report.14


15/63

V.I.M

RESEARCH METHODOLOGY

It is a systematic approach of identifying the problem, collecting the

information, analyzing the information and providing alternate suggestions.

Three type of project research can be distinguished. Some research is

exploratory, i.e, to gather preliminary data to shed light on the real nature of the

problem and suggest possible hypothesis on new ideas. Some are descriptive

i.e., to ascertain certain magnitudes.

FORMAULATION OF OBJECTIVE

The first step calls for marketing researcher is to define the problem

carefully and agree on the research objectives. The objective must throw light on

the problem under study or the aim.

Primary Data Collection

Primary data may be described as those data that have been observed

and recorded by the researcher for the first time to their knowledge. These data

consist of original information gathered for specific purpose. The knowledge of

secondary data is essential for planning the collection of primary data. The

primary data can be collected in four ways.:- Observation, Focus groups, Survey

& Experiments .

Secondary Data Collection

Secondary data may be described as those data that is collected indirectly

through journals, magazines ,booklets ,internet etc.

Sampling UnitWho is to be surveyed? The marketing researchers must design the target

population that is to be sampled.

My project sample was the TATA 407 customers (who purchased the vehicle

after 2000) and EXCEL-4 customers.

Project Report.15


16/63

V.I.M

Sample Size:

How many customers should be surveyed? Larger sample gives more reliable

results than smaller samples. However it is not necessary to target the entire

customers.

I was asked to survey customers from the states of :-

Maharashtra

Mumbai

Pune

Tamil Nadu

Chennai

Coimbatore

Madurai.

DATA TOOLS1.Statistical Tools:

a) Simple averages

b) Weighted averages

c) Mode

d) Median

2. Graphical Tools :

a) Pie charts

b) Radar diagram

c) Bar charts

d) Line diagram.

Sample Size :139

Project Report.16


17/63

V.I.M

PILOT TESTING

A questionnaire was prepared and the pilot testing was done in Pune.Ten

customers were interviewed for this purpose. The pilot testing results and feed

back revealed certain areas to be analyzed and studied. With a few modifications

in the questionnaire a detailed study was formulated. This study was carried out

in the cities of Maharashtra and Tamil Nadu.

The analysis for the pilot test was done with the basic tools like: -

Frequency of responses (mode).

Average responses.

Project Report.17


18/63

V.I.M

ANALYSIS & INTERPRETATION

THE INFORMATION OF THE PREVIOUS AND THE VEHICLE OWNED

PRESENTLY BY THE RESPONDENTS.

Previous vehicles

CURRENT VEHICLE TATA 407 CURRENT VEHICLE EXCEL 4

ANALYSIS OF PREVIOUS VEHICLE OWNED.

Project Report.18

Total 92

1OTHERS

20METADOR

7TATA 407

1ASHOKLEYLAND

2TATA- HCV

1TRAVELLER

15NONE

Total 47

EXCEL

None

34%

Metador

45%

Switch

16%

HCV

5%

Repeat

0%

None Metador Switch HCV Repeat


19/63

V.I.M

Repeat purchase of TATA 407 is 30% where as in case of EXCEL 4 is 0%.

The new entrants in TATA 407is 38% where as in case of EXCEL 4 is 34%.

24% of TATA 407 customers were having matadoras their previous vehicle .

45% of EXCEL 4 customers were having matadoras their previous vehicle.

Project Report.19

407

None

38%

Metador

24%Switch

4%

HCV

4%

Repeat

30%

None Metador Switch HCV Repeat


20/63

V.I.M

AREA OF OPERATION

(Total Sample size 139)

Fig.01

Area of Operation Percentage

Intercity 31

Intracity 61

Interstate 8

TATA (Sample size of 92 )

Fig.01 (a)


Intercity 30

Intracity 59

Interstate 11

Project Report.20

operational areainterstate

8%

intercity

31%

Intracity

61%

intercity Intracity interstate

operational area

interste11%

intercity 30%

Intracity

59%



21/63

V.I.M

EXCEL (out of a sample size of 47)

Fig.02 (b)


Intercity 31Intracity 67

Interstate 3

The pattern of operation in all the areas, by both the brands is same

except in interstate area. Where TATA 407 has catered to 11% against

that of EXCEL 4s 3%.

Conclusion : FML needs to cater a larger interstate segment.

Project Report.21

operational area

Intracity

66%

intercity

31%interstate

3%



22/63

V.I.M

As per Rural, Urban and Sub-Urban

(Total Sample size 139)

Fig.02

Area of Operation PrecentageRural 5

Sub-Urban 41

Urban 54

TATA (Sample size of 92 )

Fig.02 (a)


Rural 6

Sub-Urban 41Urban 53

Project Report.22

AREA OF OPERATIONS FOR ALL THE VEHICLES.

rural

5%

Sub-Urban

41%Urban

54%

AREA OF OPERATION FOR TATA 407

rural

6%

Sub-Urban

41%

Urban

53%


23/63

AREA OF OPERATION FOR EXCEL 4

Sub-Urban

41%

rural

1%

Urban

58%

V.I.M

EXCEL (out of a sample size of 47)

Fig.02 (b)


Rural 1

Sub-Urban 41

Urban 58

TATA 407s market size forrural segment is 6% whereas that of EXCEL 4 s is

only 1%.

So, FML needs to concentrate on this segment. Both TATA 407 and EXCEL 4 have acknowledged the urban segment equally.

TATA 407 and EXCEL 4 have equally catered the sub urban segment.

Project Report.23


24/63

CUSTOMER PROFILE FOR ALL VEHICLES

fleet owner

36%

Tempo stand

operator

35%

Manufacturer

8%Farmer

1%

On company

contract

15%

Others

5%

V.I.M

CUSTOMER PROFILE

Fig.03

Work Profile Percentage

Tempo Stand Operator 35

Fleet Owner 36

On Company Contract 15

Farmer 1Manufacturer 8

Others 5

Project Report.24


25/63

CUSTOMER PROFILE FOR TATA 407

Others

5%

Tempo stand

operator

43%

On company

contract

11%

Farmer

2%

Manufacturer

6%

fleet owner

33%

V.I.M

Fig.03 (a)



Fleet Owner 41

On Company Contract 23

Farmer 0

Manufacturer 10

Others 4

Project Report.25

CUSTOMER PROFILE FOR EXCEL 4

Tempo standoperator

22%

fleet owner

41%

On company

contract

23%

Farmer

0%

Manufacturer

10%

Others

4%


26/63

V.I.M

Fig.03 (b)



Fleet Owner 33

On Company Contract 11Farmer 2

Manufacturer 6

Others 5

Observation:-

The pie chart shows that the Total market size in TEMPO STAND

OPERATION is 35%, where TATA 407s market size is 43% and EXCEL 4s

market size is only 22%.

Probable reason: -

Most Tempo stand operators are single vehicle owners so they dont want

to take chance with the new vehicle.

TYPE OF LOAD CARRIED IN THE VEHICLE

Fig.04

Type of Load Percentage

Consumer Durable 12

Agriculture Product 12

Sand 3

Parcels 13

Grocery 10

Hardware 19

Stationary 12FMCG 6

Others 13

Project Report.26


27/63

V.I.M

TATA (Sample size of 92)

Fig.04 (a)

SEGMENTConsumer

durableAgricultural

product Sand Parcels Grocery HardwareStationary FMCG Ot

NO OF RESP 31 37 10 36 30 55 33 19

EXCEL (sample size of 47)

Fig.04 (b)

Project Report.27

19

29 30 3133 36

37

55

10

0

10

20

30

40

50

60

Sand FM CG Others Grocery Consumer

durable

Stationary Parcels Agricultural

product

Hardware


28/63

V.I.M

SEGMENTConsumer

durableAgricultural

productSand Parcels Grocery HardwareStationary FMCG Other

NO OFRESP

15 10 3 13 9 18 13 5 21

Observation: -

When EXCEL 4 and TATA 407 both are compared on even scales we see

that the agricultural products carried by TATA vehicles is far better and ahead

than the Excel vehicles.

We are better off in carrying consumer durables and the light goods

(Covered under the others category) Like : House hold, garments, Bakery

Products.

Conclusion: -

Hence we can conclude that TATA 407 vehicles are preferred for heavy

goods where as EXCEL 4 vehicles are preferred for lights goods.

Project Report.28


29/63

V.I.M

AVERAGE LOAD CARRIED AND NUMBER OF DAYS

Fig.05

%of People

Mile age

Project Report.29

COMPARISON OF AVERAGE KMS/DAY BY BOTH THE VEHICLES

2225

20

1011

4

8

29

22 22

9 97

2

0

5

10

15

20

25

30

35


30/63

Excel 4 Vs Tata 407 (Mileage vs Avg Kms)

68

1012


31/63

V.I.M

PURCHASING PARAMETERS FOR ALL THE VEHICLES.

Fig.06

TOTAL Wt

Mileage 584

Cost of maintenance 385

Load carrying capacity 324

Brand name 322

Pick up 209

Pulling power 197

Spare availability 197

Price 157

Driving comfort 103

Finance 102

Dealers service 54

Cargo hold size 34

Looks 21

Schemes 18

PURCHASING PARAMETERS FOR TATA 407.

Project Report.31

0

100

200

300

400500

600

700

Milea

ge

Cost

ofma

inten

ance

Load

carrying

capa

city

Bran

dnam

e

Picku

p

Pullin

gpow

er

Sparea

vailability

Price

Drivi

ngcomf

ort

Finan

ce

Deale

rsservice

Cargoh

oldsize

Look

s

Sche

mes


32/63

0

50

100

150

200

250

300

350

400

Milea

ge

Bran

dnam

e

Cost

ofma

inten

ance

Load

carrying

capa

city

Pullin

gpow

er

Picku

p

Sparea

vailability

Price

Finan

ce

Drivi

ngcomf

ort

Cargoh

oldsize

Deale

rsservice

Look

s

Sche

mes

V.I.M

Fig.06 (a)

TATA 407 Wt

Mileage 376

Brand name 294



Pulling power 147

Pick up 136


Price 83

Finance 82

Driving comfort 67

Cargo hold size 14

Dealers service 14Looks 12

Schemes 6

Project Report.32


33/63

V.I.M

PURCHASING PARAMETERS FOR EXCEL 4.

Fig.06 (b)

EXCEL 4 WtMileage 213




Pick up 76

Price 74

Pulling power 54

Dealers service 40

Brand name 27

Driving comfort 27

Cargo hold size 20Finance 20

Schemes 12

Looks 9

Conclusion:-

Brand name is not an important Parameter for an Excel 4 customer. So if

other company is providing them with a better product, they will switch to other

company.

Project Report.33

0

50

100

150

200

250

Mile

age

Cost

ofm

ainten

ance

Load

carryin

gcap

acity

Spareav

ailab

ility

Pick

up

Price

Pullin

gpo

wer

Dealersse

rvice

Bran

dnam

e

Drivi

ngcom

fort

Cargoho

ldsize

Fina

nce

Sche

mes

Look

s


34/63

0.0

1.0

2.0

3.04.0

5.0CARGO HOLD SIZE

PICK UP

PULLING POWER

COST OF MAINT.

DRIVING COMFORTDEALER SERVICE

SPARES AVAILABILITY

FINANCE

WARRANTY CLAIM

EXCEL 4 TATA 407

V.I.M

Existing Level Of satisfaction

1.Dissatisfied 2.Not satisfied 3.Satisfied 4. Highly satisfied

5.Delighted

Fig.07

DIFFERENCE

Warranty claim settlement

Finance

Spares availability

Cost of Maintenance

Project Report.34


35/63

V.I.M

Have you considered any other vehicle while purchasing this vehicle?Why didnt you purchase the vehicles mentioned above?

The top three reasons due to which the customers considered

TATA 407 but purchased EXCEL 4 is:

Low price

More mileage.

Toppling of TATA 407 during rainy season.

The top three reasons due to which the customers considered

EXCEL 4 but purchased TATA 407 are:

BRAND NAME.

HIGH COST OF MAINTENANCE OF EXCEL 4.

OVER LOAD CAPACITY OF TATA 407 IS MORE.

Project Report.35


36/63

V.I.M

AVERAGE AGGREGATE LIFE FOR THE SPARE PARTS.

Difference between the actual and the expected life

Fig.08 (a)

Fig.08 (b)

Project Report.36

0

10000

20000

30000

40000

50000

60000

70000

80000

Clutch plate Brake Liners Tyre

TATA 407

010000

20000

30000

40000

50000

60000

70000

80000

Clutch plate Brake Liners Tyre EXCEL 4

512504344862917565387779155000EXCEL 4

511035813264210620947731771786TATA 407

ExpectedActualExpectedActualExpectedActual

TyreBrake LinersClutch plate


37/63

V.I.M

Where do you service your vehicle during the warranty period?Where do you service your vehicle after warranty?

Vehicle service before and after warranty

%

ofcustomers

Fig.09

Service

Before Warranty After Warranty

Dealer RoadsideMechanic

OwnWorkshop Dealer

RoadsideMechanic

OwnWorkshop

TATA407

96% 3% 1%15%

78%4%

EXCEL 4 98% 2% 0% 36% 60% 2%

**NOTE: EXCEL 4 customers go to the dealers even after the warranty, because

of non-availability of local mechanics and spare parts.

Project Report.37

TATAEXCEL 4


38/63

V.I.M

Why do you service your vehicle at theroad side mechanics.

Fig.10

.His labourcharges are

less.

He is morereliable.

.Convinient togo to him.

keeps bothoriginal andduplecate

parts.

.Quickdelievery

Credit facility

62 48 26 9 71 6

Fig.10 (a)

His labourcharges are

less.

He is morereliable.

Convinient togo to him.

keeps bothoriginal andduplecate

parts.

Quickdelievery

Creditfacility

25 20 12 2 27 3

Project Report.38

TATA 407

.Convinient to go to

him.

12%

Credit facility

3%.Quick delievery

31%

keeps both original

and duplecate parts.

4%

.His labour charges

are less.

28%

He is more reliable.

22%

EXCEL 4

He is more

reliable.

22%

His labour charges

are less.

29%

Credit facility

3%

Quick delievery31%

keeps both original

and duplecate

parts.

2% Convinient to go to

him.

13%


39/63

V.I.M

The top three reasons for preferring Roadside Mechanics are

1.Quick delivery.

2.Less labour charges.3.More reliable.

Project Report.39


40/63

V.I.M

WHERE DO YOU BUY YOUR VEHICLES SPARE PARTS.

Fig.11 (a) Fig.11 (b)

Dealer.Authorized

sparedistributor

Local market

TATA-407 39 4 54

EXCEL-4 39 3 5

Observation:-

It can be observed that most of TATA 407 customers buy the spare parts

from the local market where as the EXCEL 4 customers purchase the spare parts

mostly from the dealers, because they are rarely available in the local market.

Project Report.40

TATA 407

Local

market

56%

Authorised

spare

distributor

4%

Dealer

40%

EXCEL 4

Local

market

11%

Authoris

ed spare

distributo

r

6%

Dealer

83%


41/63

V.I.M

AVAILABILITY OF EXCEL-4 SPARE PARTS AT THE DEALERS.

Fig.12

Easily available Available Rarely available Not available1 15 38 0

Observation:-

It is clearly visible from the pie chart that 70% of the people say that the

spare parts for EXCEL 4 is rarely available.

Conclusion:-

There is an immediate need to make sure that the spare parts are

available at all dealers.

WHERE DID HE GET INFORMATION ABOUT THIS VEHICLE.

TATA 407

It can be observed that the visibility (i.e. seen on road) and the word of mouthPublicity gives information about the Product to the customers, which results in

purchase by the customers.

Project Report.41


42/63

V.I.M

Fig.13 (a)

Dealer Hoarding WOMSeen on

roadOther(experience)

12 1 34 58 11

EXCEL 4It can be observed that the dealers provide the Information to the customers

and it is the word of mouth publicity from the existing customers which result in

the purchase of the product.

Fig.13 (b)

Newspaper Dealer WOMSeen on

roadOther

2 26 17 5 3

CONSULTED BEFORE PURCHASING THEVEHICLE.

Fig.14 (a) Fig.14 (b)

TATA 407

Friend Relative Mechanic Broker Dealer Own exp

Project Report.42

TATA 407

0%

other( ow n exp)

9%Hoarding

1%

Dealer

10%

WOM

29%Seen on road

51%

EXCEL 4Seen on road

9%

other

6% Newspaper

4%

Dealer

49%

WOM

32%

For TATA 40

Relative

2%

Friend

52%

Dealer

8%

Mechanic

21%

Broker

1%

ow n exp

16%

For Exce l

Frien

32%

Mechan i

6%

Broke2%

Deale

54%

ow n ex

6%


43/63

V.I.M

61 2 24 1 9 18

EXCEL 4

Friend Relative Mechanic Broker Dealer Own exp

16 3 1 27 3

Observation: -

It can be observed that 407 customers consulted with friends and

mechanics before purchasing whereas in case of EXCEL 4, customers consulted

the dealers and friends mostly.

Conclusion: -

Vehicles visibility on the road plays an important role in the customers

consideration set when he goes for purchasing a vehicle. Our vehicles are selling

due to push strategy only. There is a need to generate a pull for the customer

from FRIENDS & MECHANICS.

WHY THERE IS A DIFFERENCE?Finance

The Tie ups need to be such that the customer gets a finance up to 90%

Fig.15(a) Fig.15(b)

Project Report.43

23LOCAL FINANCE

1SUNDARAM FINANCE

3CHOLAMANDALAM

1SHREERAM FINANCE

2MAHINDRA

16TATA FINANCE

FOR TATA 407

11

LOCAL FINANCE

1SHAKTI FINANCE

6MAHINDRA

3CHOLAMANDALAM

FOR EXCEL 4


44/63

V.I.M

PERCEPTION OVERALL

Fig.16

Project Report.44

0

1

2

3

4

5

Load carrying capacity

Cargo hold s ize

Mileage

Power

Finance

Looks

Price

Brand name

Driving comfort

Dealers s ervice

Spare availability

Cost of maintenance


45/63

comparasion bar chart

0.0

1.0

2.0

3.0

4.0

5.0Load carrying capacity

Cargo hold size

Mileage

Power

Finance

Looks

Price

Brand name

Driving comfort

Dealers service

Spare availability

Cost of maintenance

TATA-407

EXCEL-4

V.I.M

Rated by TATA Customers

Fig.16 (a)

Rated by Excel Customers

Fig.16 (b)

Project Report.45

0

1

2

3

4

5


Cargo hold size

Mileage

Pow er

Finance

Looks

Price

Brand name

Driving comfort

Dealers service

Spare availability

Cost of maintenance

TATA 407EXCEL 4


46/63

V.I.M

It can be observed that TATA 407 customer's perception is that EXCEL 4 gives

better

Mileage than TATA 407 but EXCEL 4 customers think there is not muchdifference in

Mileage of both the vehicles.

It can also be observed that EXCEL 4 customers thinks that TATA 407

dealers provide good service as compared to EXCEL 4s but TATA 407

Customers think there is not much difference in dealers service for both the

vehicles.

FINDINGS

EXCEL- 4 VEHICLE APPLICATION

Excel 4 vehicles are best suited for the applications, which include the following

A . High speed

B . Low cost.

C . Low tonnage.

D . Frequent trips. (driver can travel for 300 kms and feel comfortable and

exhaustion is very less. )

FREQUENT PROBLEMS IN EXCEL - 4 :

1. Differential Noise at low speed and top gear.

2. Poor propeller shaft joint. (Star joint)- it has a support of only 2 screws,

which is not sufficient.

3. Brake paddle does not returns to its original position once applied.

Project Report.46


47/63

V.I.M

4. Lowlife of clutch plate (as identified in the survey).

5. Accessibility of fuel feed pump is very inconvenient.

6. Difficulty in adjustment of timing chain.

7. Costly spare parts.

8. Winding glasses difficult to operate (jamming at times).

9. Excessive heating of the cabin especially near the clutch and accelerator

paddle assembly due to the exhaust gas silencer pipe.

REPEAT PURCHASE:-

Most of the EXCEL 4 customers are dissatisfied with the performance of

the vehicle. This causes the decrease in repeat purchase .

During the survey it was observed that the TATA 407 customers aresatisfied with the performance of the vehicle and this results in the repeat

purchase.

OVERLOADING:

Overloading capacity of TATA 407 is higher than EXCEL 4. It can be

observed from Q-7 that TATA 407 vehicles are used much for carrying more than

5 tons of load.

The performance of EXCEL 4 is effected mainly in cases where

overloading is regular.

Project Report.47


48/63

V.I.M

COMMENTS

Transport manager (gold winner Oil Company)

1) If the vehicle is loaded, the brakes are not so effective .

2) Diesel pump replaced six times.

3) The company is having its own workshop for the repair and maintenance of

each and every vehicle. But even the mechanics of the workshop dont

touch

Excel 4.They send these to dealers only. They comment that these vehicles

spare parts are costly and difficult to handle

4) Low average of only 6 kmpl when overloaded.

5) Every time they take vehicle to the dealer, it cost them a minimum ofRs.15000.

6) Brand name is not so important, it is the performance the vehicle, which

counts.

Driver of Mr. Deshmane. (Mumbai) new vehicle.

Project Report.48


49/63

V.I.M

Ye gadi chalane main itni smooth hai ki, ye chalane ke baad TATA 407

chalane ka man nahi karta.

CUSTOMERS COMPLAINTS ABOUT EXCEL 4

Mr. I. Soundrapandian. (Madurai)

1) He has 10 excel- 4 vehicles and each one is having nozzle tip problem

(electronic pump)

In 2 years he has changed 100 nozzles.

2) Nozzle tip burst at 70-80 km/ph. The problem is frequent with third cylinder.

3) The braking system is poor due to the small size booster. He suggests big

boosters will be more effective.

Mr. Ramesh. (Chennai)

1) Low resale value. (Sold the vehicle in 2001just for Rs,125000

2) Due to non- availability of spares parts and dealers negligence, he kept his

vehicle in the Workshop for nearly one year. (Dealers name Vinayaka

tempo).

Project Report.49


50/63

V.I.M

L. Gayendram.

1) Brake jam even when the break is released.

2) Low resale value.

3) He comments that the brand name is spoiled due the non- availability of spare

parts.

Professional couriers (Chennai)

1) Very low resale value.

He was having 15 excel 4 vehicles. He sold 14 excel-4 vehicles @ 150000/

vehicles.

2) Braking problem due to dynamo failure.

3) Chain timing difficult to adjust.

S. Suresh (Chennai)

1) High cost of spare parts.

2) Propeller shaft joint changed 10 times.3) He comments the vehicle (excel-4) is competent to TATA 407, but-

(A) Availability of spares.

(B) Cost of spares.

Puts the vehicle on the back foot. The availability & cost of spares

affects the cost of maintenance.

4) He suggests that the size of the steering should be little smaller, similar to

TATA 407.

5) Brake system should be improved.

6) Problem will lift pump. (Air releasing pump)

7) The vehicle is having good pick-up.

Shree Iaappa travels and transport. (Chennai)

a) Lift pump problem.

Project Report.50


51/63

V.I.M

b) Brake system is faulty-

1) Frequent brake jams.

2) Wheel cylinders (front) jam.

c) Some engineers came to him in 2003 noted down all the faults, but till now

no actions has been taken.

d) Difficult to change timing chain.

e) There is wobbling in the steering if speed exceeds 60 km/h.

f) Cost of spares.

Timing chain of Tata-407 cost around Rs 1200, whereas the

cost of Excel-4s timing chain is Rs 4500.

Mr. Ratankar (Mumbai).

Kanch band karne ke liye roz do aadmi lagte hain.

a) Engine parts are not easily accessible when hot.

CONCLUSION

We are better off in carrying consumer durables and the light goods

(Covered under the others category) Like: House hold, garments, Bakery

Products.

Hence we can conclude that TATA 407 vehicles are preferred for heavy

goods where as EXCEL 4 vehicles are preferred for lights goods.

From the above chart excel clearly emerges as the leader in mileage

Brand name is not an important Parameter for an Excel 4 customer. So if

other company is providing them with a better product, they will switch toother company.

HIGH COST OF MAINTENANCE OF EXCEL 4.

OVER LOAD CAPACITY OF TATA 407 IS MORE.

Project Report.51


52/63

V.I.M

It can be observed that most of TATA 407 customers buy the spare parts

from the local market where as the EXCEL 4 customers purchase the

spare parts mostly from the dealers, because they are rarely available in

the local market.

There is an immediate need to make sure that the spare parts areavailable at all dealers.

Vehicles visibility on the road plays an important role in the customers

consideration set when he goes for purchasing a vehicle. Our vehicles

are selling due to push strategy only. There is a need to generate a pull

for the customer from FRIENDS & MECHANICS.

RECOMMENDATIONS

It can be observed from fig.6, BRAND NAME is second most important

purchasing parameter, so it is very important for the company to improve its

brand image.

Following things can be done to improve the brand name of the company

at the corporate and the dealers level:

I. SATISFYING EXISTING CUSTOMER

II

. INCREASING THE NETWORK

III.

CONVINCING THE LOCAL TEMPO STAND UNION LEADERS

IV.

ENSURING SPARE PARTS AVAILABILITY

Project Report.52


53/63

V.I.M

V.

CUSTOMER PULL PROMOTIONAL SCHEMES

SATISFYING EXISTING CUSTOMER

SERVICE REMINDERS: - Dealers should call back the customers to remind

them regarding the date of servicing.

CASE:

CUSTOMER: -Mr. PANDEY (owns EXCEL 4, TATA 407, EICHER,

MAHINDRA PICK-UP).

Mr. Pandey was very much delighted by the service reminders provided

by the MAHINDRA (PU) DEALERS. He complained that such a facility is never

provided by Force motors.

INCREASING THE NETWORK

I.SERVICING:

a. Increasing the number of service stations across the country.

E.g. MARUTI UDYOG LIMITEDMaruti udyog limited has their service stations in large number in each

and every part of the country; this results in convenience and satisfaction of the

customer

b. Arranging service camps for awareness and training of the local

mechanics.

Eg. In Mumbai, EICHER arranged service camps for local mechanics,

which resulted in increased trained local mechanics and sales too.

Eg. When HERO HONDA was launched, no mechanics recommended

this vehicle, as they were unable to repair it. To solve this problem HERO

HONDA organized service camps for local mechanics, which resulted in massive

sale of the vehicle.

Project Report.53


54/63

V.I.M

CUSTOMER PULL PROMOTIONAL SCHEMES

Company should initiate counseling of the dealers to identify the prospective

buyers in the market.

II Tempo Stand Demos:

To give the feel of the vehicle, dealer should take the vehicle to the tempo

stands and provide test rides to the operators.

They should be allowed to carry the load for a short trip.

III Awareness campaigns: Product and Promotional scheme awareness

campaigns should be on frequent basis.

LIMITATIONS

The main objective our project was to make a comparative study about the

different load carrying vehicles in the market. So that I can get right information

regarding each segment to find which is the best market owner.

The limitations were:

Difficulty in gathering information about each segment.

Language Barriers.

Project Report.54


55/63

V.I.M

The data collected represents the whole population.

Ignorance by the customers and not proving the relevant information.

ANNEXURE

QUESTIONNAIRE FOR LCV LOAD CARRIER

1) Which vehicles you have please specify their details?

Project Report.55


56/63

V.I.M

2) Which was your previous LCV?

3) Where do you operate your vehicle and percentage of operation there?Inter city Intra city Inter state

Percentage

4) Area of operation (about 80% of the time)?a) Rural b) Sub-urban c) Urban

5) Customer profile?a) Tempo stand operator d) Farmer b) Fleet owner e) Manufacturer c) On company contract f) Other

6) What type of load you carry in the vehicle?

a) Consumer durable e) Grocery I) othersb) Agriculture products f) Hardwarec) Sand g) Stationaryd) Parcels h) FMCG

7) Average load carried (in tons) and number of days?

Load 1-2 2.1-2.5 2.6-3 3.1-3.5 3.6-4 4.1-4.5 4.5-5 >5 Idle T

No of days

8) Average kms run in a day?

Kms Run


57/63

V.I.M

9) What were the purchasing parameters (rank them) ( 1- is most importantand 16 is least important?( not for drivers)

No Parameters Rank No Parameters Ra

1) Load carrying capacity 9) Brand name2) Cargo hold size 10) Driving comfort

3) Mileage 11) Dealer relationship andconvenience

4) Pick-up 12) Schemes

5) Pulling power 13) Finance

6) Looks 14) Cost of maintenance

7) Price 15) Service back up

8) Spares availability 16) Other

10) What was the expected and actual performance of the vehicle on above-

mentioned parameters (rank according to your satisfaction level ( 1 to 5below satisfaction and 6 to 10 above satisfaction))?

Parameters\ in % 1 2 3 4 5 6 7 8 9 10

Pick - up

Pulling power

Cost of maintenance

Driving comfort

Dealer relationship andconvenience

Spares availabilityFinance

Warranty claimsettlement

Others

Parameters Expected Actual

Load carrying capacity (in tons)

Mileage (kmpl)(in loaded cond)

11) Have you considered any other vehicle while purchasing this vehicle?If yes which are they?a) c) e)b) d) f)

12) Why didnt you purchase the vehicles mentioned above?

Project Report.57


58/63

V.I.M

a)b)c)d)e)

13) What was the average aggregate life you expected and you are gettingof the following?

Parameters Expected life (in kms) Actual life ( in kms) Cost (Rs)

Clutch plate

Brake liners

Tyres

Fuel filter

Air filterEngine overhaul

Water pulley belt

Crank shaft

Piston assembly

Cam shaft

Other

14) Where do you service your vehicle during the warranty period?

Dealer: - Road side mechanic: - Own workshop: -Other:-

15) Where do you service your vehicle after warranty?

Dealer: - Road side mechanic: - Own workshop: - Other:-

16) Why do you service your vehicle at the location mentioned above?a) His labour charges are less.b) He is more reliable.c) Convenient to go to him.d) He keeps both original and duplicate parts.e) Quick delivery.f) He gives credit.g) other

Project Report.58


59/63

V.I.M

17) Why dont you service your vehicle at dealer? (If answer to Q14 is otherthan dealer)

a) His service charges are high.b) He is not reliable.c) Spares availability is not good.

d) His location is not convenient.e) Delay in delivery.f) Original spares are costly.g) He doesnt gives spares on credit.h) Others (please specify)

18) Where do you buy your vehicles spare parts?a) Dealer b) Authorized spare parts distributor c) Local marketd) Other

19) How do you rate the spare parts availability for EXCEL-4 at the dealer?

Easily available Available Rarely availableNot available

20) What is your opinion about the pricing of the following spare parts?

TATA- 407 EXCEL- 4

Original Duplicate Original Duplicate

a) Break liner

b) Clutch plate

c) Cylinder block

d) Piston assembly

e) Piston ring

f) Cam shaft

g) Oil filter

h) Air filter

i) Others

21) Where you got information about this vehicle?

a) Newspaper b) Magazine c) Dealer d) T V e) Hoarding f)road

Project Report.59


60/63

V.I.M

h) Radio I)WOM j) Seen on

22) Whom you have consulted before buying the vehicle?

a) Friend (driver) b) Relative c) Mechanic d) Broker

e) Other

23) Was the vehicle bought on finance?If yes, from which institute? a) NBFC b) Cooperative c)

State banks d) othersEMI :-Down payment :-Tenure: -

24) Was there any promotional scheme at the time of purchase?(if yes

please specify)

25) What is the operating cost of the vehicle per month?Driver per month: - (approx.) Diesel cost per month: -

(approx)Mileage: - kmpl

26) What is the maintenance cost of the vehicle per month?Routine maintenance: - Rs. ( )

27) How will you rank the following vehicles on the below mentionedparameters? (Rank out of 5)( 1-Worst, 2- Poor, 3- Average, 4- Good, 5- Excellent)

Project Report.60


61/63

V.I.M

Parameters TATA 407 EXCEL-4 LOADKING

Project Report.61


62/63

V.I.M


Cargo size

Mileage

Power

Finance

LooksPrice

Brand name

Ride comfort

Dealer relationship andconvenience

Spares availability

Cost of maintenance

others

28) What extra features you want in a L.C.V ?a)b)c)d)e)

29) OWNERS NAME: -ADDRESS: -

CONTACT:-

30) You are?a) Driver b) Owner c) Manager d) Relative

of ownere) Driver cum owner f) other

BIBLIOGRAPHY

www.forcemotors.com

Project Report.62
http://www.forcemotors.com/http://www.forcemotors.com/


63/63

V.I.M

Marketing Research---

Sangeeta Agrawal

Marketing Research --- G C Beri

Documents

How to Increase Sale of Excel-4 (Lcv), Force Motors Limited, Akrudi, Pune(Marketing)