Project or Summer Training Report on Brand Image of JCB

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ON

A Report Submitted for the partial fulfillment on the requirement of

MASTER OF BUSINESS ADMINISTRATION DEGREE

Affiliated to

MAHARASHI DAYANAND UNIVERSITY, ROHTAK.

(Session: 2008-2009)

SUBMITTED TO: SUBMITTED BY:

CONTROLLER OF EXAMINATION WASIM AKRAM

M.D. University, ROHTAK ROLL NO. - MBA- 08061

A.I.T.M, Palwal.

ADVANCED INSTITUTE OF TECHNOLOGY AND MANAGEMENT

PALWAL


Declaration

I here by declare that this project work entitled ‘Study of Brand Image of

JCB’ is my work, carried out under the guidance of my company guide Amit

Shriwastav.

This report neither full nor in part has ever been submitted for award of any Degree

of either this institute or any other institute. The feasible suggestions have been duly

incorporated in consultation with the supervisor.

WASIM AKRAM

Advanced Inst. Of Tech. & Mgmt.,

aurangabad, palwal- Faridabad -121105.


GUIDE CERTIFICATE

This is certify that mr. Wasim akram a student of MBA 3rd semester

has completed. This summer training project entitled “study the brand image of

JCB India Ltd.”, under my supervision. The work speaks about the sincere

efforts made by the student and should be accepted for evaluation.

Guide HOD(Mgt.)

Director/principle


TABLE OF CONTENTS

Summary

1. Chapter I : Industry profile

2. Chapter II : Company profile

History of JCB……………

Product Range……………

Mission…………………..

General policy statement………

3. Chapter III : Objective of the study

Scope of the study

Limitation of the study


4. Chapter IV : Research Methodology

5. Chapter V : About the JCB’s competitors

6. Chapter VI : Abstract about the Brand Image

7. Chapter VII : Analysis of Questionnaires with Data & Graphs

8. Chapter VIII : Findings of the study

9. Chapter IX : Swot analysis

10. Conclusions & recommendations

11. Bibliography


ACKNOWLEDGEMENT

At the outset, I would like to thank JCB INDIA LIMITED for giving me the approval to

this project in the organization. I thank my company guide, Mr. Amit Sriwastav for

this encouragement and contribution of time, counsel, materials , and for coordinating

the project work and giving me guidance. This project would not have been possible

without his help.

I am thankful to many individuals to complete my project like; Mr Tripathi, Mr. Sunil Ladda,

Mr. Chander Chawla, Mr Tilak, S.C. Kalia , They helped me in preparation of my Project

Report.

I also extend my sincere thanks to my Parents who Co-operated me during my

training Period.

A heart full thanks to the many respondents surveyed whose ideas, critical insights

and suggestions have been invaluable in the preparation of this report. Last but by no means

the least I would like to convey my special thanks to all the staff members of JCB INDIA

LIMITED for giving me the opportunity to work on this project.

WASIM AKRAM

MBA (2007-2009)

Advanced Inst. Of Tech. & Mgmt.,

aurangabad, palwal- Faridabad -121004.


CHAPTER III


PRIMARY OBJECTIVES:

The primary objectives of the project are as mentioned below:

1. Proper understanding and analysis of the JCB India Ltd. 2. To study the brand image of JCB India Ltd. 3. Proper understanding of promotional tools prevailing in the company. 4. To suggest the ways to promote JCB as brand. 5. To know strength, weakness, opportunities and threat of JCB brand image.


LIMITATIONS OF THE STUDY:

Though the present study aimed to achieve the above-mentioned objectives in full earnest and

accuracy, it was hampered due to certain limitations. Some of the limitations of this study may be

summarized as follows:-

Getting accurate responses from the respondents due to their inherent problems

were difficult. They were partial, and refused to cooperate. Since I did not had the privilege to work on a large scale, so many findings and

recommendations may not be as much in tune with their ground realities as may be considered desirable.

Last but not the least, the time constraint faced in the project might have affected

the comprehensiveness of its findings.


Scope of the study

I. The study will be help in evaluation of the image of the company.

II. The study will help increase the performance levels of employee in the organization.

III. BRAND IMAGE Program will simplify and expedite other administrative processes.

IV. It will help to know about the quality of the products so that the image can be increased.


JCB INDIA – LEADERS IN EARTH MOVING & CONSTRUCTION

EQUIPMENT INDUSTRY

The movement of earth and the remodeling of the landscape have always being a source of fascination for man. Man has acted as „Architect” throughout his entire

civilized past with the building and moving of earth constantly playing an important role. But the first traces of our cultural heritage are not only to be found in art. But also in building and agriculture.

Mining was as early as the Neolithic age when the main desire was obtain flint from chalk to

make weapons and tools. About 6,000 years ago, with the progression from the Neolithic age to the

copper age, the change from hoe farming to the plough culture took place. It was at this time that

the oldest known piece of earth moving equipment appeared: the simple wooden plough,.

In fact the plough features throughout the history of mankind 5,200 years after it was invented it was

to undergo a tremendous change transforming itself into what was to become today’s grader and

scraper and into other importance of earth moving equipment.

Earth moving machines are part of human culture; they mirror contemporary thought,

technical possibilities and the every way working world of our forefathers. The development of earth

moving machines tells the story of our culture, as does the art or the history of the people and the

states.

The quickly forgotten development of building techniques never attracts the same attention

as the history of weapons for example either in public or in museum. It is for these reasons among

others that the history of these machines was finally written down as comprehensively as possible for

safekeeping

.

Without the need to build there would be no construction equipment, without construction

equipment there would be no longer stretches of road and rail networks, no great water ways and or

airports. Dams would not be as high as there are there would be no connecting bridges or tunnels.


Earth moving equipment followed the three stages of development. In early times machines took

over the dredging of ports, canals and the rivers, not save on manual labors was cheap but because

manual work prove to be impact in practical. These early machines were built for use on waterways.

Then come the next stage of development

with the world changing invention of the railway, earth moving machines were adopted for use on

rails and were use to build the railway as well as being transported by rail.

These appearance changes again early this century when they were adopted for road use

and they were increasingly transported by road rather than rail. Large numbers of these machines

were used in the construction of roads and motorways especially during the middle of 28 th century.

The origins of earth moving machines can certainly be traced back to the early days of

technology, but try to go back further into the past and the traces soon disappear. The drag bucket

pulled along by animals can be seen as the first specialized earth-moving device. It was the

development of plough, already thousands of years old when the drag buckets was first used.

How grade was increase in performance as compared to earlier methods? We cannot be sure

but a worker using a pickaxe and shovel and with a basket on this back could move roughly to 2 cubic

meter of earth over a distance of 200 meter’s in the course

of 12 hours a day. By comparison building of San – Dam in California in 1964 almost 1.5 cubic meter’s

of earth were moved per second from the sources side 20 km away.

The company was founded by Joseph Cyril Bamford in

October 1945 in Uttoxeter, Staffordshire, England. Its UK factories

are at:- Cheadle (JCB Compact Products Ltd., JCB Earthmovers Ltd.,

JCB Landpower Ltd. and JCB Groundcare Ltd.). Rocester: this is now the company's headquarters. Rugeley (JCB Cab Systems Ltd. and JCB Attachments Ltd.). Uttoxeter (JCB Heavy Products Ltd. and JCB Service Ltd

[World Parts Centre]). Wrexham (JCB Transmissions Ltd.) and Foston (JCB Power

Systems Ltd.).

http://www.solarnavigator.net/geography/united_kingdom_england_scotlad_wales_northern_ireland.htm


CHAPTER II

CCoommppaannyy PPrrooffiillee


WRITE UP FOR FIFTY YEARS OF JCB

HISTORY

JCB INDIA LIMITED was oldest earth moving Construction Company and was

entered in India in1979 in joint venture with Escorts Group. JCB India Limited of United

Kingdom is ranked in the top 5 manufacturers of earthmoving and construction equipment in

the world. The company sells its products in over 130 countries and is the world’s no. 1 in the

Backhoe Loader or the Excavator – Loaders market. Stated below is a synopsis of JCB India

corporate:

1979: JCB India Limited, world-renowned EMCE manufacturer, & Escorts limited, a major

Indian engineering conglomerate and player in the Indian Earthmoving and Construction

Equipment Industry (EMCE) joint hands to form Escorts JCB (EJCB), a joint venture.

1980: Plant located at Ballabgarh 30 kilometers from Delhi starts operations and in June rolls

out its first equipment – an excavator loader. The Excavator- Loader was a machine for the

Indian EMCE market making the beginning of mechanization of small and medium sized jobs.

The first model was JCB 3C MarkIII.

1980-1982: These two-and-a-half years were spent in product adaptation and improvements

and during this period, two succeeding models JCB 3C MarkIV and JCB Mark V were

launched. Each model was a further improvement on the previous one. All these models

were extremely successful as they were widely accepted this new concept and mid-sized

machine. These machines were used for

loading, dozing, trenching, road building, mining, etc. These machines served the market for

five years.

1984: EJCB started appointing dealers to provide after sales support to the machines in field-

the only ones of their kind then and even now.

1987: EJCB further improved the excavator- loader and launched JCB 3D. This is the largest

selling model in the country.

1989: EJCB completes the first phase of the appointment of a countrywide dealership

network, comprising over 20 dealerships with 50 outlets.


1991: EJCB made massive investments in its plants to give better-finished machines. The

installation of shot blasting machines and a state-of-the-art paint shop, helped give a better

finish and longer lasting paint, making the machines more durable.

1992: This year saw the launch of two new machines. One was a bigger excavator loader –

JCB 5D, giving better excavation and loading capacities and the other were JCB 430 Z

Articulated loading shovel.

1993: The JCB 530 Telescopic handler was launched. This machine is capable of performing

varied jobs such as that of a loader, crane, forklift and maintenance platform. It was a huge

success with industries.

1995: EJCB became the first company to be accredited with ISO 9001. In addition, this was

the year, when EJCB sold over 2000 machines a year.

1996: EJCB started depots in zones to provide parts support to the dealers and reduce

machine downtime.

1997: The JCB 4CX Excavator-Loader was launched. This machine set standards such as

operator comfort, styling, all capability, productivity and reliability.

1998: BY this year, EJCB had totally sold over 10000 machines, and had over 100 dealers.

1999: JCB increased its stake from 40 % to 60%. The JCB 3D was redesigned with a more

powerful engine hydraulic system and a more comfortable cabin. Its sales crossed the 12,000

mark.


2000: Enhances its range by offering JS 200 Track Excavator and JCB skid steer loaders. Also

launched the two-wheel drive version of JCB 4CX and the new look JCB 3D.

2001: Globally, JCB, the 5th

largest manufacturer of construction equipment in the world

grew its worldwide market share to over 20% to regain its position as the No 1 manufacturer

of Backhoe loaders in the world

2003: EJCB is bought by JC Bamford Excavators Limited and becomes JCB India Ltd.

JCB also has factories abroad in:-

India, at Ballabgarh (Haryana) and Pune.

The United States, in Pooler, Georgia.

Brazil, at Sao Paulo

China, at Pudong near Shanghai (completed in 2005).

THE NETWORK

JCB India Limited was the first company in this industry to market and support its

products through a network of dealerships. Today this network comprises of JCB

India marketing offices 40 dealers and over 160 dealership outlets nationwide.

in addition, to the above there are three parts depots at Calcutta, Chennai,

and Pune to provide a quick support to the dealerships in the regions.

http://www.solarnavigator.net/geography/india.htm

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http://www.solarnavigator.net/geography/brazil.htm

http://www.solarnavigator.net/geography/china.htm


intelligent parts stocking at Head Office and depots outlets, response time to any machine

has come down considerably. Today over 95% of parts can be supplied anywhere in the

country within 24 hours of receipt of requirement.

At JCB India limited it is believed in the philosophy of lifetime relationship with a

customer. It is the endeavor to become a partner in the prosperity of the customer. Prompt

and efficient product support services ensure that the customer’s JCB machine is operational

at all times.

Although JCB machines are best made and design to operate in extremely tough

conditions, but the company is not satisfied with this alone. JCB has a strong product support

backup throughout the country to ensure that the machine downtime is the bare minimum.

JCB has dedicated team of 600 trained product support engineers located at more

than 160 dealer outlets throughout the country. These engineers constantly strive to keep

the JCB machines of its customers in operational readiness. Each dealer point is also well

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

JCB believes that a delighted customer is its best JCB ADVOCATE who can help it to

win more customers. Some of ten parts and product support services being provided to its

valued customers are: -

1. Service campaigns being undertaken from time to time to provide free preventive maintenance services to its customer’s at their doorstep.

2. Parts marketing campaigns to make the customer’s aware about the long -term benefits of using “JCB Genuine Parts” in their machines.

3. Regular customer meets which helps in understanding he discerning requirement if its customer.

4. Training campaigns to upgrade the skills of the machine operators. This helps its customers to get the best possible output from machine.


JCB’S PROMISE

JCB plans to deliver the best customer support in the industry- putting the customer at the very heart of the business.

MISSION STATEMENT

To grow company by providing innovative, strong and high performance products and

solutions to meet global customer’s needs. JCB will support world-class products by providing

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

QUALITY POLICY

1. Customers are the cores of the business and all the action must lead to delighting them. 2. Resources will be provided to continually improve the process to meet changing customer

requirements, always improving quality, reliability and responsiveness. 3. Good working relationships will be constantly strove for that is founded on trust, respect and

fairness. Work must be done to solve problems in an open and constructive manner. 4. A good reputation as hard won and easily lost. Affairs must be conducted in the company

and in public to the highest standard of honesty and integrity.


GENERAL POLICY STATEMENT

1. Its business is conducted in accordance with the best contemporary practices for the promotion of Health and Safety at Work, including the prevention of occupational risks.

2. Health, Safety and Welfare of employees and others affected by the business undertaking will be treated with a level of importance equal to that of any other

function.

3. A safe and healthy working environment is established and maintained by the development of safe systems of work, using risk assessment to determine the level of risk and necessary controls.

4. There is full compliance with the relevant provisions of national legislation for Health and Safety as it affects employees at work and the general public.

5. Provide information, instruction and training as is necessary to secure the Health and Safety of all employees.

6. Managers at all levels are encouraged to regard Health and Safety matters as an integral part of their function and the prevention of all accidents involving personal injury or property damage is essential top the efficient of the business operator.

7. Discussions and effective joint consultations encouraged co-operation of employees in

promoting safe and healthy conditions and systems of work.

8. In recognition that the company operates in a dynamic environment, this policy, including the arrangements for safety will be reviewed annually unless statue or regulation necessitates any intervening amendments.

9. The company will consult and receive the advice from suitably trained employees known as the Health and Safety officer or Advisor on matters regarding health and safety.


YOU ARE NEVER FAR FROM A GREAT DEAL

You are only a phone call away from the best possible support for you and

your machine. By maintaining close links with the JCB world parts center, we can

ensure that customers can get the parts they want and when they want them, at the

best prices in the business. JCB’s factory trained service engineers ensure that

customer’s machine always operates to it’s maximum efficiency and they have a wide

range of service options to suit all budgets. All the parts JCB sell are genuine JCB

parts, which mean they are manufactured to the highest standards, using the best

quality raw materials available. All parts carry a 12 months warranty if JCB fit them

for a customer- that’s real piece of mind.


JCB ZONAL NETWORK

NORTH ZONE EAST ZONE

DEALERS: 09 DEALERS: 10

OUTLETS: 27 OUTLETS: 25

CENTRAL ZONE

DEALERS: 04

OUTLETS: 13

WEST ZONE SOUTH ZONE

DEALERS: 05 DEALERS: 05

OUTLETS: 22 OUTLETS: 43


PRODUCT RANGE

CONSTRUCTION/ INDUSTRIAL PRODUCTS

Backhoe Tracked Wheeled Skid

Steer

Loader Excavator Loaders Loaders

AGRICULTURE

Skid Steer Loader


Backhoe Loader

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

and customer choice . The compact 1CX and 2CX take backhoe loader versatility to

previously inaccessible areas, and while the heavy weights of the range, the 3CX, and

4CX, set new standards for productivity.

3D

MAX. LOADER

Capacity = 1850kg

MAX. DIG DEPTH= 4.77m

MAX. ENGINE POWER = 57 KW (76 HP)


4D

MAX. LOADER CAPACITY = 1.3m3

MAX. DIG LENGTH = 4.67m

MAX. ENGINE POWER = 74.6 KW (100 HP)

JCB TRACKED EXCAVATOR

JS 75

MAX. ENGINE POWER = 90 KW

MAX. OPERATING WEIGHT = 1650 KG


JS 210L


MAX. OPERATING WEIGHT = 21190 kg.

JS 330L/NL




JCB WHEELED LOADER

430Z

MAX. ENGINE POWER = 127 HP


456 ZX


MAX. OPERATING WEIGHT = 20265 Kg.


JCB SKID STEER LOADER

160/170

MAX. OPERATING WEIGHT = 2410Kg./2510Kg.

MAX. OPERATING CAPACITY = 600 Kg./700 Kg

190/1110

MAX. OPERATING WEIGHT = 3500Kg./3725Kg.

MAX. OPERATING CAPACITY = 900Kg. /1100Kg.


190/1110 Tracked

MAX. OPERATING WEIGHT = 4400Kg / 4625 Kg.

MAX. OPERATING CAPACITY = 900Kg/ 1020 Kg.


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

Corporation, USA & Vectra Limited, UK, is into the business of manufacturing and sale of

construction equipment.

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

manufacturing facility operational on a 36 acre site at Greater Noida. This is the first

manufacturing facility for Terex Vectra in India. This unit will offer range of construction

equipment including Backhoe Loaders, Skid Steer Loaders, Vibratory Compactors, and Midi

Excavators.

Terex Corporation, USA is the 3rd largest Construction Equipment manufacturer in

the world with a global turnover of over USD 4 billion. The company has a vast range of

Mining, Earth Moving and Material Handling products. Terex has global manufacturing bases

spread over USA, Europe and Asia.

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

Europe, North America and Asia. Vectra owns, solely and jointly with other JV partners,

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

Tetra as. By Terex Corporation, Vectra and Terex are he joint owners with 11% and 81%

equity in the Czech truck manufacturer. The major emphasis of the company would be

research and development of products and technology while undertaking extensive testing.

The company has put up an effective dealership network across country to build

strong dealer and customer relationships. The JV company, with major plans in India is keen

to offer world-class products to the Indian market such as: -

Terex TX760 Backhoe Loader- A powerful 7.60 tons rugged machine to take on the rigors of Indian working conditions.


Vectra Heman Skid Steer Loader- A powerful and versatile machine with as

many as 60 attachments, can perform a vast range of operations from loading to sweeping, grading waste material handling, trench digging, loading etc.

Some of the other products to be offered in the near future are: -

Compaction Equipment- Vibratory compaction rollers from 10-12 tons for

road building, dams, airports etc. Schaeff HR 32.5 Ton excavator one of the best products in its class in the

world.

The Indian operations of Vectra as follows:

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

between Vectra and Tatra as of Czech republic. This company manufacturers high capacity mining tipper trucks used in mining and construction.

Vectra group supplies Tatra kits to BEML, which assembles the same and supplies to the Indian armed forces.

Vectra Advanced Engineering Private Limited- manufacturing special

trailers, concrete mixers and selling cranes in India. Vectra AZAD Engineering Private Limited- This is a fabrication unit, which is

an OEM supplier of high quality bodies to Vehicle factory Jabalpur, Ashok Leyland and BEML.


The company manufacturers construction equipment that is used in major

infrastructure projects in India. It has remained a market leader for the past five

years, despite stiff competition. It has revolutionized the Indian construction

equipment industry, with the introduction of the V-series of hydraulic excavators. The company has an extensive customer base that includes government and institutional buyers, and contractors. The company was the country‟s first

construction equipment manufacturer to receive the ISO 9001 certification.

Areas of business The company has used state –of –the –art technology to manufacture

excavators and backho e loaders. It enjoys 90% share of the crawler crane market in India. It is the only Indian manufacturer that produces 100 tones crane. These are the largest machines made locally. The company was the first to introduce

mine- excavators in India, and its brand EX 60, is the most successful machine to be made in India so far, with more than 1,300 machines being sold in the last

three years. It is the largest manufacturer of hydraulic excavators in India, with over 6,000 machines in the market. It offers the widest available range of hydraulic excavators, eight models ranging from two tones to 60 tones in size.

The company can indigenously design and develop products.

Collaborations The company has collaboration with Hitachi Construction Machinery

Company, Japan, for hydraulic excavators and cranes; and John Deere, USA, for backhoe loader technology, Lebanon , Spain, for compactors and CESAN, Turkey,

for asphalt plants.

Locations The company has a countrywide network of sales, service and spare parts offices. It has modern manufacturing expertise with the latest machine tools and automation facilities, such as robot welding and machining centers, at Jamshedpur

and Dharwad.


For 80 year, Caterpillar Inc. has been building the world’s infrastructure and, in partnership with its

worldwide dealer network, in driving positive and sustainable change on every continent. With 2004,

Caterpillar posted sales and revenue of $30.25 billion, Caterpillar is a technology leader and the

world’s leading manufacturer of construction and mining equipment, diesel and natural gas engines

and industrial gas turbines.

In 2004,Caterpillar posted sales and revenues of $30.25 billion and a profit of $2.03 billion.

Approximately half of all sales were to customers outside of the United States, maintaining

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

Caterpillar products and components are manufactured in 49 U.S. facilities and in 59 other

locations in 22 countries around the globe. Caterpillar invested nearly $928 million in research and

technology in 2004. Worldwide, our employees earned more than 3900 patents 1997.

6 Sigma

The long-term payoff of 6 Sigma will be seen as we develop future leaders who are prepared

to address the increasingly complex issues that face us as an industry leader. More than 30,000

employees are involved in 6 Sigma and are helping to shape the Caterpillar of tomorrow.

Caterpillar Dealer Network

Caterpillar’s global dealer network provides a key competitive edge customer’s deal with

people they know and trust. Almost all dealerships are independent and locally owned. Many have

relationships with their customers that span at least two generations. Cat dealer serve equipment,

service and financing needs for customers in more than 200 countries. Rental services are offered

through more than 1,400 outlets worldwide.

Corporate Governance

Caterpillar’s potation for integrity is a fundamental part of the heritage and one of the most

valuable assets. Visit the Corporate Governance section for a reliable source for the corporate

governance practices the board has in place to ensure we are building on Caterpillar’s sound

reputation. As an industry leader, the company recognizes the responsibility to help restore

confidence in Corporate America, and consider the leader itself for corporate governance practices.


Financial Strength

Caterpillar is financially strong table to fund project programmed for future customer needs,

provide financing for dealers and customers, and reward its shareholders.

We continue to generate significant net free cash flow enabling investments in strategic growth

opportunities.

Social Responsibility

Caterpillar’s reputation for making a difference in the world is something that the company proud. In

response to the Asian Tsunami disaster, Caterpillar and its dealers provided machines, money and

resources for relief and recovery efforts. Caterpillar is also proud to be the lead corporate donor in

the Nature Conservancy’s Great Rivers Project. And cat has once again been named to the Dow Jones

Sustainability World Index.

Shareholder Value

Caterpillar is committed to generating attractive returns for the shareholder. Strategic growth

initiatives involving the machine, engine and service businesses are expected to drive attractive

stockholder returns for years to come. Caterpillar’s quarterly dividend has grown nearly 1000% in the

last decade on split-adjusted basis. In addition, we have repurchased approximately 77 million share

since June of 1995.


OTHER JCB COMPETITORS:-

HIL

TIL

VOLTAS

GODREJ

IR

M&M

CLASS

EICHER

TELCO

ASHOK LEYLAND

TATA HITACHI


DEALER OUTLETS (ZONE SPLIT)

JCB V/S COMPETITION

COMPANY NORTH EAST WEST CENTRAL S.CENTRAL SOUTH TOTAL

JCB 27 24 24 14 19 41 149

TATA JOHN DEERE 07 11 05 06 06 05 40

CATERPILLAR 13 20 07 08 07 05 60

CASE L&T 10 08 04 03 01 02 28

TEREX VECTRA 04 01 XX 01 XX XX 06


TO AUTOMATE THE DEALER NETWORK

INTRODUCTION: This part of the project will introduce to what actually GIS is and gradually relate us with different possibilities

of relating this tool with marketing decisions.

GIS is a technology that is used to view and analyze data from a geographic perspective. This technology is a piece of an organization overall information system framework. It links location to information (e.g. People,

Addresses, Streets etc.) and layers this information to give a better understanding of how everything

interrelates.

TWO VIEWS OF GIS:

1. DATA BASE VIEW: Based on structured database that describes the world in geographic terms.

MAP VIEW: Maps can be constructed and used as windows into the database to support queries,

analysis and

GEOGRAPHIC INFORMATION SYSTEM

2. editing of information.

What can you do with GIS?

1. Find a feature: People use maps to see where or what an individual feature is.

2. Finding Patterns: Looking at the distribution of features on the map you can see patterns

emerge.


Till now you have learnt how maps and database play an important role in making decisions. Let us have a diagrammatic representation to make the concept much clear.

MAPS

DATABASE

GEOGRAPHIC

INFORMATION

SYSTEM

QUERIE

SOLUTIONS & EFFECTIVE DECISION MAKING


GIS as a decision support system

With a clear understanding of the above concept I take the step further to explain the synthesis of

GIS with dealer development.

The aim of this phase was to link the application of GIS with dea ler network. We will first

discuss the flow of implementing GIS. This flow explains how each step towards implementing this synthesis was taken and helped us to deliver outcome.

Flow of implementing GIS with dealer network:

1. Considering the strategic purpose. 2. Plan for planning.

3. Determine the end products. 4. Create a database.

5. Make the implementation plan.

1. Considering the strategic purpose: When planning for a successful GIS, you must think first about

What you want from it. Everything else you do comes from that vision to ensure that the GIS will ultimately work towards serving some useful and important purpose.

Start by considering the strategic purpose of the organization within which the system will be developed. What are its goals, objectives and mandates?

The stage of the planning ensures that the process and the final system fit within organizational context and truly support the strategic objectives of the organization. This stage

also allows you to assess how information created by the GIS will impact the business strategy of

the organization.

Considering dealer network- As far as the dealer network is concerned, the

strategic purpose was not to depend on anybody for the dealer details- be it his e-mail

address or location of his service outlet. Requirement was to have all the details on the desktop through a click of mouse, which certainly would save time and maximize data

security.


2. Plan for planning: The end result of this stage is a project proposal that makes the case and explicitly seeks approval to launch the formal planning process. If you receive approval for your planning

project and a commitment of resources at this point, your chances of having a successful GIS are high and it was reflected when the mentor gives you a green signal on the plan

3. Determine the end products Knowing what you want to get out of your GIS is the key to a successful implementation. The stuff you get from your GIS can be described in the form of “Information Products”.

This stage must be carefully undertaken. You‟ll need to talk to talk to the users

about what their job involves and what information they need to perform their tasks. Ultimately you need to determine things like how the information products should be made, how frequently, what data is needed to make them, how much error can be

tolerated and the benefits of the new information produced.

Considering dealer network: With reference to dealer network the data involved here was.

To locate all regional offices and area offices on the map. To provide details on the

same.

To locate all head offices on the map.

To locate all dealer outlets on the map.

4. Create a data design: In GIS, data is a major factor because spatial data is a relatively

complicated thing. In the conceptual system design phase of the planning process, you review the requirement identified in the earlier stages and use them to begin developing database design.


A good GIS project plan includes collaboration and an iterative approach to database design. Designing the conceptual, logical and physical structure of the database will involve input from key

people including project managers, subject matter experts, and technical resources.

Considering dealer network: The database was designed in MS-ACCESS and the

spatial data regarding the maps was done with the help of Geo-media professional – A

GIS application software.

5. Make the implementation:

The final report equips you with all the information you need to implement a successful GIS. It will become your GIS planning book to help yon through the implementation process. Developing the final report should be the result of a process of communication between the GIS

team and management, so that no parts of the report come as a surprise to anyone.

With a sufficient background in GIS, let us concentrate our effort on how this tool effectively contributes towards marketing.

1. Customer Profiling and Perspective :

Identify and target your best customers

Analyzing customer demographics and geography enables organizations to locate areas with ideal

demographic characteristics for targeting new customers. GIS business analyst lets you create profiles of your most profitable customers and identify untapped areas matching these characteristics. GIS Business Analyst gives you direct access via the Internet where you can perform customer profiling

and prospecting against a national household- level database from. For the geographic area of interest, you can use demographic and household criteria to obtain unlimited counts for individuals ZIP codes or census

geographies.


You can use the customer prospecting tools in GIS Business Analyst to:

Target your marketing campaigns.

Profile your customers to find more like them.

Conduct queries based on demographic or household data.

Customer Market Analysis .

Use Customer Data to Evaluate Store Locations

GIS Business Analyst is a powerful and flexible addition to departmental and organizational decision

making. GIS Business Analyst technology has been deployed in a wide range of industries.

Business Analyst uses your customer data to define your store‟s trade areas and analyze the corresponding markets. The results of this analysis provide a foundation for implementing marketing programs, sitting a new facility, conducting a performance, evaluation of a location, identifying where the

competition is in comparison to your, customers, and more. You can calculate market penetration, locate

untapped market areas and discover store cannibalization problems within your trade areas.

GIS Business Analyst lets you perform the following types of customer market analysis:

Simple and complex market area boundaries drawn around sets of customers based on customer

counts or customer sales.

Desire lines drawn between customers and their assigned stores to identify market pull.

Market penetration calculated based on the number of customers within an area compared to the total population.

2. Store Prospecting:

Finding the most profitable store location based on distance or travel time


Site selection tools enable you to search for the best store site for your business. You can summarize the

underlying demographics around possible new locations for comparison and analysis. Sites are selected by analyzing single or multiple locations.

Store prospecting allows you to evaluate a potential store location based on distance or travel time. You can specify the distance or travel time based on your experience at other stores in similar market areas.

You can use the GIS Business Analyst store prospecting tools to:

Locate a potential store site.

Analyze surrounding competition.

Analyze the demographics of the area.

Assess the market potential around the new site.

Perform drive-time analysis around the site.

3. Distributions and Fleet Management:

Efficient operations require accurate, timely decision-making. Knowing where a vehicle pick-up or delivery is at given time leverages assets for optimum deployment and cost savings. GIS can

provide this critical information. Customer satisfaction, competitive position, timely response, effective deployment and profitability all stand to gain. The matrix below shows a series of basic questions a fleet manager might ask in the course

of deciding on a tactical deployment plan or during a strategic review of his or her business. Next to each question is an application or capability of GIS software that fleet managers can use

to answer the question.


Question Function Application

Where are my trucks? Vehicle Tracking Dispatch

Where is my customer? Encoding Customer address matching

How do I get there? Network Topology Routing and scheduling

Where have the trucks been? Route Logging Post Trip Analysis, Fuel Tax Mileage

Reporting

What is my potential demand?

Accessibility to customer

Site Selection

Service from a proposed

warehouse?

Order Fulfillment Customer Service Job Pricing

Let us discuss how GIS helps commercial and retail business:

1. SITE SELECTION: GIS can help you to find the right site for your next store, distribution center

or service department. With a GIS, you can blend customer surveys with census data to visualize market

penetration, market share and trade areas.

2. ADVERTIZING/MARKETING: GIS market analysis tools can help you o determine which

products and promotions match lifestyles and buying patterns of your customers.

3. ROUTING/LOGISTICS: GIS integrates mapping analysis into decision support for everything

from calculated arrival times to customer sites and schedule requests.


4. COMPETITIVE ANALYSIS: Losing customers to the competition costs you money. Knowing

the types of products, promotion and services that will attract profitable customers in your trade area can help to prevent cannibalization.

5. TARGET MARKETING: Knowing and understanding your customers‟ tastes are integral to the

success of a direct mail campaign. GIS helps to identify who your most valuable customers are,

understand them, and measure their responses.


Brand Promotional Activities of JCB

Branded products:

These products are extensively used for brand promotion of JCB. They are offered to dealers and employees at

nominal costs. These branded products develop the feelings of belongingness and pride among the dealers and employees.

JCB also provide incentive to dealers to sales and distribution. They opened branded product department in the heart of the

city Co naught place and Faridabad.

Standardized Dealers outlet & consistency in communication

Dealers outlet are standardized means all JCB Dealers having same ambiance as well as furnishings the motive behind

this is to avoid discrimination among dealers in order to develop the feeling of integrity among them. All dealers using same

letter head, logo and having consistency in communication.

Tows & Shows

JCB organized tows and shows time to time for enhancing the sales and for word of mouth promotion.


Truck Branding

Standardize color of all trucks carrying JCB machines for enhancing awareness among the general

public.

Standardized Uniform

The standardized uniforms for JCB employees as well as dealers in order to develop the sense of belongings, also for

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

Terrain

JCB issue publication for the dealers to update them about any amendment in the personnel of the company, inform

about any new products launches and achievements.

Customers Royalty Club

Packs of cap, model, watches and pens given to each JCB customer that buys machines, this will

smoothen the relationship as well as develop loyalty towards the company.

Customer Satisfaction Survey

The company conducts customer satisfaction survey for strengthens relationship with the customers. This will help the

company on three ways:

Firstly, it will let the company know where it lacks, how it could be rectified. Secondly, it make the customers make them feel

that they are important for the company and lastly in assessment of the sales executives performance.

Documentary in cinema halls (rural areas)

The company demonstrates corporate profile of JCB in cinema halls in rural India of having high viewer ship of movies.


Celebratory Endorsement by Narain Karthikeyan

JCB hire a brand ambassador Naraian Karthikeyan for its brand promotion. Brand ambassador could be well- known

personalities from various fields: but the best suited would be from the field of SPORTS. It is so because the product range of

JCB does not match with the personalities from some other field. He is the first Indian Formula 1 car racer.

NARAIN KARTHIKEYAN

The motor sport wonder boy from Coimbatore, born on 14 January 1977, he started racing at the age of 16, an age at which

you can’t legimately get a driving license. He comes from a middle-class family. He is the first Indian and only the second Asian

to participate in the Formula 3 championships and to be on the winning list. Driving is both his profession and passion. With

single-minded devotion he has reached where he wanted to be.


He studied Business Administration in London. His hobbies include skeet shooting, tennis, and wildlife photography. Narain is

not interested in motor racing, but also in tennis. He is all admiration for Boris Becker. He does yoga and meditation and keeps

fit through jogging and weight training. His idol is Michael Schumacher and his only ambition is to be the first Indian Formula

One Driver.

He was the first Indian to test-drive a Formula One Car. He drove a Jordan Honda EJ11 at Silverstone and then at the

Mugello circuit in Italy to test his proficiency.


BRANDING

Branding is more than just a business buzzword. It has become the crux of selling in the new economy. If the

old marketing mantra was, “nothing happens until somebody sells something, “the new philosophy could be “nothing

happens until somebody brands something.”

In its simplest form, a brand is a noun. It is the name attached to a product or service. However, upon close

inspection, a brand represents many more intangible aspects of a product or a service: a collection of feelings and

perceptions about quality, image, lifestyle and status. It creates in the mind of the customers and prospects the

perception that there is no products or services in the market that is quite like yours. In short a brand offers the

customers a guarantee and then delivers on it.

JCB build a powerful brand, which in turn is able to create a powerful marketing program. However, if they

can’t convince customers that product is worthy of purchasing, no amount of advertising rupees, fancy packaging or

public relations will help in achieving their sales goals? Therefore, successful branding programs begin with superior

products and services, backed by excellent customer service that permeates an entire organization.

IMPORTANCE OF BRANDING

One of the truths of modern business is that there is almost nothing that your competitors can’t duplicate in a

matter of weeks or months. If you have great idea, You can be certain that somebody will copy it before long, and not

only they will follow your lead, but they may also be able to do better job or sell the product or service at a lower

price. The question then becomes, “what competitive edge should we have to offer that can’t be copied by anyone

else?”

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

imaginable. As a result, customers will think of your business first when they think of your product category.


For example, when you want a Hamburger, you will think to go to McDonald’s, when you are looking for tape

to wrap your gift, Scotch is the brand that springs to mind, like when you see the earthmoving equipment- Bulldozer

the first that spring in your mind that is JCB. The reason behind these strong brands- product associations is that these

companies have built strong rock brand identities.

A brand is the one thing that you can own that nobody can take away from you. Everything else your

competitor can steal your trade secrets. Eventually, your patents will expire, physical plant will wear out, and

technology will change, but your brand can go on and live. It creates a lasting value above and beyond all the elements

of your business. For instance, if we owned the Marlboro Company and wanted to sell it, you would begin to value the

firm by looking at assets tied to the Marlboro brand. You would then identify the cost of the factories, patents, trucks,

machines and staff. They are worth a small fraction of what you can sell that brand; the value of the brand is huge

compared to those actual physical assets.

The importance and value of branding becomes apparent when an entrepreneur wants to sell his or her

company or to take it to Wall Street for a public offering or other infusion of capital. It is often the brand that a

business owner has to sell in such cases.

When should you brand?

Because of the competitive nature of business today, nearly all the industries can benefit from branded

products. All of the traditionally brand-conscious including fashion, restaurants and consumer goods, are being forced

to brand heavily- perhaps even more strategically then they ever have in the past. Financial services, which were one

of the last effronteries, are even beginning to see the importance of branding by tagging banking packages and even

mutual funds with catchy names. Even industrial market, where the cost is usually more of loyalty building factor, has

seen brand names creep in, for example, Tyvek, a

DuPont fiber, improbably one of the best known industrial branded products. Similarly, JCB has recognized name in

the construction industry.


Types of brands:

A brand cannot be all things to all people, by definition; NO one brand i s going to appeal to all customers. On

the contrary, branding is based on the concept of singularity – targeting individuals in a personal manner – and

therefore precludes the concept of universal appeal. This is why many brands broaden and widen their appeal by

creating tertiary brands or line extenders.

Although most industries and products or services can benefit from a brand not every product needs its own

stand-alone brand. Brand can be separated into three categories.

Primary brands – This is a company’s core brand or umbrella brand. Primary brand typically garner a large

percentage of a company’s revenue potential and therefore needs to be given priority of advertising in order to root

them firmly.

Secondary brands- These are often line extenders or flankers for a core brand. They don’t need to have their

own name; usually modifier to the brand name will suffice and strengthen the core brand. Take, for instance, a

toothbrush called the crest deep sweep. Crest is the core brand and deep sweep i s the secondary brand. Line

extenders are characterized by having a descriptive term that allows the base brand to be true selling proposition and

the flanker to really designate to the audience what that particular products key feature or benefits are.

Tertiary brands- These brands typically have insignificant revenue potentials or expectations but they contribute

to the company’s overall image in some way. Therefore they sometimes don’t sport registered brand names, but just

descriptors. For example, a garbage bag manufacturer may a generic brand bag in addition to its flagship brand the

generic line may bring n minimal revenue for the company. But it fills the need within a niche market so the company

continues to manufacturer it under the unregistered name Household Trash bags. Therefore, the generic line is

considered a tertiary brand for this company


What goes into the brand?

If your product is new and unique. There is no preexisting biases towards him product or service; it will be

easy to manipulate customer’s attitudes. More often, your product or service will have been in existence for a while

and have direct competition. And if it is does not, it will probably soon will. Therefore, products that may be roughly

equivalent in terms of their features need have a brand identity that will impact consumer choice.

Brand identity is comprised of:

1. PRICING: A component of value; higher prices may signify to consumers higher quality and lower prices may suggest decreased value.

2. DISTRIBUTION: Availability; limited distribution of a product or service may imply exclusivity to discerning consumers.

3. QUALITY: Which impacts satisfaction; obviously, higher quality will translate to more satisfied customers who come back again and again to purchase your offerings.

4. PRESENCE: Prominence in the paid & unpaid media; products and services with a high profile market presence will lead to brand recognition and increased sales.

5. AWARENESS: Top off mind awareness, residual awareness and recognition, which are directly related to presence; the higher your offerings awareness the better your sales results will be.

6. REPUTATION: Enduring public opinion of brand character, which is built over time and difficult to change once established.

7. IMAGE: Perception of brand traits or prototypical buyers; often represented by qualities the consumers relates to, like reputation, image is difficult to change once established.


8. BENEFITS: Consumers may equate certain positive and negative consequences with use of your product or service these may be warranted or unwarranted.

9. POSITIONING SILENCE: Differentiation from the competition, which is established by a combination of all elements of the brand.

10. SHARE OF MARKET: Increased market share is a direct result of a successful branding campaign.

11. CUSTOMER COMMITMENT: Loyalty is built through long term branding and close consumer contact.

FIVE WAYS TO PROMOTE YOUR UNIQUE IDENTITY

Your logo and tagline are valuable property. Make them a visible that runs through all your promotions. Here are

five great ways to get your brand name out there in front of consumers:

1. Give away something people will expose to others:

Instead of just giving away a freebie that has a one-time use, provide a valuable service or product

that will get used or seen by other people. Free books, free email, free websites, pens, t -shirts

baseball caps…all these are great examples of things people use and expose to others. Take a good

luck at your own products and services. What can you give away?

2. Encouraged Interactivity: We are social creatures. Everyone likes to be included –to have the opportunity to put in his or her 2

rupees worth. Encouraged people to get involved with your business. Invite questions, ask for

feedback, run a contest, sponsor telecasters or chat sessions, or moderate a discussion board. For

every person you make a connection with, you have created the opportunity to ignite a word-of-

mouth campaign that stretches through everyone they know.


3. Brand your Digital and Print Communications: If you type it, write it, or touch it… brand it. If you’re within breathing distance of it – try to brand it.

Leave evidence of your unique business identity everywhere you can. You website, all your outgoing

postal mail, and all electronic mail should include your business name or logo, your tagline, email

address, website URL, phone number, and mailing address. And a handy supply of business cards is a

must anytime you leave the office.

4. Give away your knowledge: Writing articles and making them available for reprint is an especially powerful method of spreading

your name. Published articles often remain in the public eye for years.

5. Make it easy for others to toot your horn: Word-of-mouth referrals are the best kind of exposure you can get.

There’s nothing more powerful than an endorsement from a satisfied customer. Make it easy for

people to tell their friend’s and family about your product or service.

In the end, the name of the game is repeatedly exposing consumers to your unique business identity

– your brand. The above strategies

Are vital marketing tools in that they are far reaching and long lasting, and that’s a great combination

for long-term business success?


CHAPTER VII


ANALYSIS OF QUESTIONNAIRES

WITH DATA AND GRAPHS

AME:

ADDRESS:

CONTACT NO:

1. How many machines do you own of JCB?

2. Which year and which model:

Total numbers of 3D machine-71

Total numbers of 3DX machine-77

Total numbers of 4D machine-2

Total number of machines =150

Total number of customer=50

47%52%

1%

3D

3DX

4D

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3. How did you come to know about JCB machines?

a) Through a friend-30

b) newspaper-0

c) internet-0

d) Any other-20

How do you know about jcb machine

60%

0%

0%

40%

Through a friend

newspaper

internet

Any other

4. Do you use any other company’s earth mover? a) yes-5

b) no-45

Do you use any other company earth

movers

10%

90%

yes

no

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5. If yes, which other company earth mover do you use?

a) tata-4

b) L&T-0

c) Terex vectra-1

d) caterpillar-1

e) others-0

If,yes which other company

earthmover do you use

66%0%

17%

17% 0% tata

L&T

Terex vectra

caterpillar

others

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



From which dealer hav you taken jcb

machine

94%

6%

classified

others

7. Did you take any finance?

a) yes-48

b) no-2

Did you take any finance

96%

4%

yes

no


8. Are you aware of warranty period of the parts?

a) yes-40

b) no-10

Are you aware of warrnty period of

the parts

80%

20%

yes

no

9. Do you know which parts are under warranty?

a) yes-23

b) no-26

c) others-1


Do you know which parts are under

warrenty

46%52%

2%

yes

no

others

10. How is the warranty service provided by the dealer?

(On scale of 6)

1-Very Poor

1.5 2-Poor

2.5 3-Averages

3.12 4 -Good

4.16 5-Very Good

5.11 6 - Excellent

6.0

How is the warrenty service

provided by the dealer

5%10%

14%

19%24%

28%

Series2

Series1


11. How would you rate the sales process of JCB dealer, from where you taken the machine?

(On scale of 6)

1.1 1-Very poor

2.3 2-Poor

3.6 3.Average

4.27 4.Good

5.13 5-Very good

6.0 6-Excellent

Other.1

How would you rate the sale process

of jcb dealer ,from where you taken

the machine

5%

10%

14%

19%24%

28%

1

2

3

4

5

6


12. How would you rate the unscheduled repairs provided by JCB

(On scale of 6)

1.2 1-Very Poor

2.7 2-Poor

3.11 3-Average

4.16 4-Good

5.13 5-Very Good

6.0 6-Excellent

How would you rate the unsheduled repaires

provided by jcb3%

9%

14%

57%

17%

0%

Series1

Series2

13. Where do you get your service?

a) On site-18

b) workshop-2



c) both-30

How would you get your service

36%

4%

60%

on site

w orkshop

both

14. Does the service man come as prompt as said to you?

a) yes-31

b) no-14

c) Cant say-5

Does the service man come as prompt as said

to you

62%28%

10%

yes

no

cant say


15. How is the performance of the service engineer?

(On scale of 6)

1.1 1-Very Poor

2.1 2-Poor

3.13 3-Average

4.18 4-Good

5.14 5-Very Good

6.0 6-Excellent

Other-3

How is the prformance of service

engineer

2%2%

26%

36%

28%

0%

6% 1

2

3

4

5

6

other

16. How do you rate the Kirloskar engine in jcb machine?

(On scale of 6)

1.5 1-Very Poor

2.4 2-Poor

3.4 3-Average

4.20 4-Good

5.13 5-Very Good


6.4 6-Excellent

How do you rate kirloskar engine in

JCB machine

5%10%

14%

19%24%

28%

1

2

3

4

5

6

17. Does the service man (for kirloskar engine) come as prompt as said to you?

a) yes-40

b) no-6

c) others-4

Does the service man (for kirloskar

engine) come as prompt as said to

you

80%

12%

8%

yes

no

others


18. How is the parts availability with the dealer?

(On scale of 6)

1.7 1-Very Poor

2.8 2-Poor

3.17 3-Average

4.11 4-Good

5.6 5-Very Good

6.0 6-Excellent

Others.1

How is the parts availibility with the

dealer

14%

16%

34%

22%

12%

0%

2%

1

2

3

4

5

6

others

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

18. (A) how would you rate the parts on the basis of there pricing

(On scale of 6)


1.4 1-Very Poor

2.2 2-Poor

3.10 3-Average

4.1 4-Good

5.0 5-Very Good

6.0 6-Excellent

How would you rate the parts on

the basis of pricing

5%10%

14%

19%24%

28%

1

2

3

4

5

6

18. (B) what types of parts do you use?

a) genuine-17

b) non-genuine-0

c) both-0


What type of parts do you

use

100%

0%

0%

genunine

non-genunine

bot h

19. How would you rate the over all dealer performance?

(On scale of 6)

1.2 1-Very Poor

2.3 2-Poor

3.14 3-Average

4.18 4-Good

5.13 5-Very Good

6.0 6-Excellent


How would you rate the overall dealer

performance

5% 10%

14%

19%24%

28%

1

2

3

4

5

6

20. In future would you like to buy JCB machines?

a) yes-43

b) no-7

I n f ut ur e woul d y ou l i k e t o buy

j c b ma c hi ne

94%

6%

yes

no


SWOT Analysis is an effective way of identifying your strengths and weaknesses and of examining the

opportunities and threats.

What makes it particularly powerful is that with a little thought, it can help you uncover opportunities that

you are well placed to take advantage of.

And by understanding your weaknesses, you can manage and eliminate threats hat would otherwise catch you

unawares.

More than this, buy looking at yourself and your competitors using the SWOT framework, you can start to

craft a strategy that helps you compete successfully in your market.

Strengths of JCB Brand Image

1. Old entrant: As JCB is oldest entrant in field of construction equipment, it carrying a long lasting brand image.

In India, JCB is a generic name for backhoe loaders. It is the first company to bring in Backhoe loaders and

telescopic handlers to India, as also the first to market and service earthmoving and construction equipment

through dealer networks. JCB 3D is today the single largest selling industry. All demolition products in India are

generically pronounced as JCB. Thus, possessing high brand value.

2. Branded products departments: JCB having branded product department for brand promotional activities. It is

having massive turnover around 80 lakhs. It plays a crucial role in making awareness among the general public.

They offer variety of eye-catching product, which lure the customers for impulse buying. They are unveiling new

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

customers, employees are as follows: JCB white as well as black dial watches, JCB Parker pen, JCB sports bag,

backhoe shaped key ring, mouse pad, JCB corporate mug, wall clock, JCB shirts, T-shirts for man as well as for kids,

school bags, caps, models of JCB 3CX backhoe loader, JCB 185 Robot, 4CX backhoe loader.


3. World-class dealer network: JCB having highest number of dealers, which actively participate in promotion of

goods. They sponsored branded products in the conferences, trade fare etc the motive is not only to luring new

customers but also for creating local awareness about the JCB.

4. Sound marketing strategy: JCB personnel having versatile approach they persistent in pursing world class

promotional strategies. They choose effective media to tap the untouched market. The sound marketing strategies

follow up by the companies are celebratory endorsement by Narain Karthekeyan (Formula 1 Car Racer),

participation in Exxon Exhibition, and coverage in world best leading newspaper like Business Standard, Deccan

Herald, City Express etc, standardization of dealers outlets.

5. International Presence: JCB is word reckoned name in the construction earthmovers equipments. JCB took off

by different new machines and innovations and spread over 150 countries. JCB India Limited of United Kingdom,

which is ranked, wholly owns it in the top five manufacturers of earthmoving and construction equipment in the

world. JCB is considered one of the Britain’s most impressive success stories and is world no.1 producer of

backhoe loaders. As JCB having premium market share in construction earthmovers equipments, its brand value is

very high.

Weakness

1.Although the company is self sufficient in economic resources but still it is lacking in taking initiative in brand

promotional activities against its competitors.

Opportunities

1. Developing of Indian Economy: It provides immense opportunities for the JCB to uphold among general public

by enhancing its brand promotional activities like exhibition, workshops and by deeper penetration of branded

products.

2. Advancement of media communication: Advancement of media communication proves a boon for the JCB to

create a distinct and unbeatable image in world.


Threats

1. Braned product: As JCB branded products demand is increasing significantly, it creates threat to the JCB, as it

may takeover JCB earthmovers brand image and might be recognized as branded products. As Caterpillar as

recognized as shoe company.

2. Entering of new entrant: In India, as globalization took place it brings immense opportunities for construction

equipment companies. So numbers of competitors are increasing, as an undesirable manner, which might follow

unexpected marketing strategy in terms of rumors for eating the market share of JCB this, will hamper the brand

image of the company.


During two months of my training I have studied the various strategies of JCB brand image for generating

awareness among the people. As such all-promotional tools are effective. Branded product department plays a significant role in JCB brand image building. It generates high revenue for company. It is having massive turnover around 80 lakhs. It plays a crucial role in making awareness to the general public. They

offer variety of eye-catching product, which lure the customers for impulse buying. They unveil new products time to time according to the latest trend.

Publication of magazines “Terrain” for employees and dealers in order to update them of any amendment in the personnel of the company and any achievement of the company due to their valuable contribution leads to enhance the moral of the employees.

The company conducted the customer satisfaction survey for strengthens relationship with the

customers. This will help the company on three ways:

Firstly, it will let company know where it lacks, how it could be rectified. Secondly, it make the

customers make them feel that they are important for the company and lastly in assessment of the sales executives performance.

About the earthmoving industry: The Indian earthmoving is also increasing in an incredible manner. The main reason behind this is the ever-developing Indian economy. With the economic development, the

frequency of the construction in every sector either it is road or bridge or anything have increased tremendously because of the old players are increasing their capacity and new players are emerging at very

rate. Although the new players cannot harm the old once but what they can do is that they can eat away some of the market share of the companies. Thus, big players take this point into consideration and develop their strategies.

During my project I have realized that the India has vast potential for the earthmover industry and

it needs aggressive marketing strategies to tap the untouched areas and to withhold position in the market.


1. Actively participate for sponsorships, owning of events or sports like Formula Car Racing in India, Cricket test Series.

2. Taking regular feedback from customers, dealers and suppliers. This will help the

company on three ways: Firstly, it will let the company know where it lacks, how it could be rectified.

Secondly, it make the customers make them feel that they are important for the company and lastly in assessment of the sales executives performance.

3. Suggestion Box should be kept in the company so that innovative ideas from employees

should be appreciated which help in getting cost measures and for smoothen the functioning of the company. Awards and recognition for valuable contributions to

organization.

4. Monthly conferences, seminars and workshops to help in expanding knowledge and

stay on the cutting edge of the latest marketing trends.

5. Conducting numerous social activities, including Holiday Party and happy Hours to let you get to know great people on a personal and professional level.

6. Start promotion of branded products at a large scale and slowly keep penetrating into

the market.


1. www.jcb.com

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

wonder.shtml

3. www.google.com

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

5. www.kotlermarketing.com/resources/philipkotler

6. Marketing Research of Harper W.Boyd

7. E commerce weekly

8. Web marketing today

9. www.allaboutbranding.com

10. Virtual Promote

11. www.icjonline.com/

12. www.terexvectra.com

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

http://www.jcb.com/

http://www.info4india.com/indian-personality/Narain-karthikeyan-the-racing-wonder.shtml

http://www.info4india.com/indian-personality/Narain-karthikeyan-the-racing-wonder.shtml

http://www.google.com/

http://www.bitpipe.com/tlist/Branding.html

http://www.kotlermarketing.com/resources/philipkotler

http://www.allaboutbranding.com/

http://www.icjonline.com/

http://www.terexvectra.com/

http://www.larsenturbo.com/divbusiness/jvlntcase.html


JC B INDIA LTD, OVERVIEW

STORES

DEPARTMENT

ANALYSIS OF

STOCK

BALANCES

NO

STOCK

INSUFFICIENT/

REACH ORDER

LEVEL

YES

RAISE

PURCHASE

REQUISITION

LEAVE ITEM

ANALYSE

ANOTHER

ITEM

P.R.

PURCHASE

DEPARTMENT

P.O

VENDOR



Preface

MBA program is one of most reputed professional course in the filed of management. Project work is an integral part

of the M.B.A. program.

During project work, we get introduced to the industrial environment. Project work raise the level of performance in

one or more aspects and provide new knowledge & information practically. It teach a student new trends, imbrue an

individual with new attitude, motives & personality characteristics.

It cover all that remains uncovered in the classroom i.e. without it our studies remains ineffective & incomplete.

It offers an exposures to real management.

Only gaining theoretical knowledge is just not sufficient for sure success in life, practical training is must & I have

been given an opportunity to gain practical experiences through this project work.


CHAPTERIII

OBJECTIVE OF THE STUDY SCOPE OF THE STUDY LIMITATIONS OF THE STUDY


CHAPTER V


Data collection

Methods of Data Collection

The task of data collection begins after a research problem has been defined and research

design/plan chalked out while deciding about the method of data collection to be used for

the study, the researcher should keep in mind two types of data viz., primary and

Secondry. But I have collected the data through primary source.

Collection of Primary Data

We collect primary data either through observation or through direct communication with respondents in one form or another

or through personal interviews.

1. Observation Method: Under the observation method, the information is

sought by the way of investigator’s own direct observation without asking from

the respondent.

2 Interview method: The interview method of collecting data involves presentation of oral-verbal stimuli and reply in terms of oral-verbal response.

It can be of two types:

a. Personal Interview

b. Telephone interview


CHAPTER IV


Meaning of Research

Research in common parlance refers to search for knowledge. Once 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.

Types of research

The basic types of research are as follows:

1. Descriptive VS. Analytical: Descriptive research includes survey

and fact finding enquires of different kinds. In analytical research, on the other

hand, the researcher has to use facts or information already available, and

analysis these to make a critical evaluation of the material.

2. Applied VS. Fundamental: Research can either be applied or action

Research or fundamental to basic or pure research. Applied research aims at

Finding a solution for an immediate problem facing a society or an business

Organization where as fundamental research mainly concerned with

Generalizations and with the formulation of the theory.

3. Quantitative VS. Qualitative: Quantitative research is based on the

Measurement of quantity or amount. It is applicable to phenomena that can be

expressed in terms of quantity. Qualitative research, on the other hand, is

concerned with qualitative phenomena, i.e. phenomena

4. Conceptual VS. Empirical: Conceptual research is that related to

some ideas or theory. It is generally used by philosophers and thinkers to

develop new concept or to reinterpret existing ones.


5. Some other types of researches: All other type of research are

variations of one or more of the above stated approaches, based on either the

purpose of research or the time required to accomplish research, on the

environment in which research is done or on the basis of some other similar

factors.


Research Design

A research design is the arrangement of condition s for collection and analysis of

data in manner that aims to combined relevance to the research to the research

purpose with economy in procedure.

As such the design includes an outline of what researcher will do from writing the hypothesis and its

operational implication to the final analysis of data. More explicitly, the design decisions happen to be in respect of:

1. What is the study about?

2. Why is the study being made?

3. Where will the study be carried out?

4. What type of data is required data be found?

5. Where can the required data are found?

6. What periods of time will the study includes?

7. What will be the sample design?

8. What techniques of data collection will be used?

9. How will the data be analyzed?

10. In what style will the report be prepared?

Documents

Project or Summer Training Report on Brand Image of JCB