SUMMER INTERNSHIP

On
MARKETING STRATEGIES OF MAHINDRA AND MAHINDRA
By
PRIYANKA SOBTI
A1802018070

MBA Class of 2020

Under the supervision of

SANDEEP BHASIN
Assistant Professor – Rural Development &Social Entrepreneurship
Department of General Management
In Partial Fulfilment of the Requirements for the Degree of
Master of Business Administration-IB
At
AMITY INTERNATIONAL BUSINESS SCHOOL
AMITY UNIVERSITY UTTAR PRADESH
SECTOR 125, NOIDA-201303, UTTAR PRADESH, INDIA

i
 LETTER HEAD OF MAHINDRA AND MAHINDRA

TO WHOSOEVER IT MAY CONCERN

This is to certify that Ms Priyanka Sobti has successfully completed her internship
Sales and Marketing Department at Jai Kumar Arun Kumar private limited, Mahindra
and Mahindra, under the guidance of Mr Siddharth Jain -Marketing head of Jai Kumar
Arnn Kumar Private Limited, Mahindra and Mahindra. The duration of this internship
was May 14, 2019 to June 28, 2019.
We wish her all the best in her future endeavours.

ii
 DECLARATION

Title of Summer Internship: Marketing strategies of Mahindra and Mahindra

I declare

(a)That the work presented for assessment in this summer internship Report is my
own, that it has not previously been presented for another assessment and that my
debts (for words, data, arguments and ideas) have been appropriately acknowledged.

(b)That the work conforms to the guidelines for presentation and style set out in the
relevant documentation.

(c)The Plagiarism in the report is 11 % (permissible limit is 15%)

Date: ……………

Priyanka Sobti

A1802018070
MBA – IB (Class of 2020)

iii
 FACULTY GUIDE CERTIFICATE

This is to certify that I, Ms PRIYANKA SOBTI, a student of Master of Business

Administration 2018- 20, Amity International Business School, Noida has worked
under the able guidance and supervision of Dr Sandeep Bhasin.

This INTERNSHIP report has the requisite standard for the partial fulfilment of the
Masters of Business Administration. To the best of our knowledge no part of this
report has been reproduced from any other report and the contents are based on
original research I am aware that in case of non-compliance, Amity International
Business School is entitled to cancel the report.

Dr. Sandeep Bhasin

4
 ACKNOWLEDGEMENT

The satiation and euphoria that accompany the successful completion of the project
would be incomplete without the mention of the people who made it possible. I would
like to take the opportunity to thank and express my deep sense of gratitude to my
corporate mentor Mr.Siddharth Jain. I am greatly indebted to him for providing their
valuable guidance at all stages of the study, their advice, constructive suggestions,
positive and supportive attitude and continuous encouragement, without which it
would have not been possible to complete the project. I would also like to thank
Dr.Sandeep Bhasin who in spite of busy schedule has co-operated with me
continuously and indeed, his valuable contribution and guidance have been certainly
indispensable for my project work. Apart from this, I owe my wholehearted thanks
and appreciation to the entire staff of the company for their cooperation and assistance
during the course of my project. I hope that I can build upon the experience and
knowledge that I have gained and make a valuable contribution towards this company
in coming future.

5
Table of Contents

ABSTRACT...................................................................................................................6
CHAPTER 1: INTRODUCTION..................................................................................8
1.1 ABOUT THE TOPIC......................................................................................8
1.2 ABOUT THE COMPANY..................................................................................9
1.3 OBJECTIVE OF THE STUDY.........................................................................19
CHAPTER 2: LITERATURE REVIEW.....................................................................20
CHAPTER 3: RESEARCH METHODOLOGY.........................................................25
3.1 Research Design.................................................................................................25
3.2 Data Collection...................................................................................................25
CHAPTER 4: DATA ANALYSIS...............................................................................26
CHAPTER 5: FINDINGS AND CONCLUSION.......................................................37
CHAPTER 6: RECOMMENDATION........................................................................38
ANNEXURE................................................................................................................39

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 ABSTRACT
Mahindra and Mahindra, a manufacturing MNC which is headquatered in Mumbai,
Maharashtra. It is a part of Mahindra Group, an Indian conglomerate..

As an intern, I worked under Jai Kumar Arun Kumar Pvt. Ltd. for a period of one
month,which is the authorized dealership of Mahindra & Mahindra in the city
Meerut .This was a great learning experience as I learnt about the company in great
detail.

I dealt in the marketing department under my faculty guide Dr Sandeep Bhasin, who
was exceptionally good at what he did and served as a great mentor. Initially, I was
given the task of studying in detail each and every vehicle manufactured by the
company and know about its features and functions, as it is vital for each employee of
the company to be fully aware of the company’s product line.

The second phase of my project involved ‘Identification of the potential clients and
the suitable target market’ as understanding the customer need is the key to run any
business and lead to its success. The target market of Mahindra & Mahindra involves
high profile businessmen, doctors, army officials and politicians as the brand is
known for manufacturing (SUVs) Sports Utility Vehicles.

Customer calling was also a major part of marketing of the company which I was
involved in as well. The usual calling hours were between 12pm-4pm as the customer
response is the highest at this time of the day and this leads to the collection of
effective feedback. Also, marketing of new models is done over calls as well to keep
the customer updated about the new products and services that the company has to
offer. Another job was to ‘follow up’ clients over call to keep them in the loop.

Another task at hand was the competitor analysis of the company where a detailed
study of competitors already dealing in this sector was performed. This gave an
insight into the automobile industry’s competitive market and constant strategies had
to be developed to tackle the tough hold of competitors over this segment. Some of
the competitors of Mahindra & Mahindra in Meerut NCR are Maruti Suzuki, Toyota,
Hyundai, Ford, etc.

7
I even studied the Marketing Strategies of the company and put them to practice in
the daily functioning of the business during the tenure of my internship.

This internship gave me a deep insight into the functioning of the automobile industry
and its operations. It was a huge learning experience. I was even offered a stipend of
ten thousand rupees at the completion of my tenure at the company.

8
 CHAPTER 1: INTRODUCTION

1.1 ABOUT THE TOPIC

The project is all about understanding the consumer perceptions about the Mahindra
group cars based on its quality, features and more importantly the prices of its car in
comparison to its various competitors.
Further the project tells you about the various marketing and promotional strategies
used by the companies to sell the cars in the market and to all find out its target
audience.

1.1.1 Who is a Consumer?

A consumer is an individual or a group of individuals that buy a product or service

available in the market for his/her consumption.
A consumer buys a product or service as per their needs and more importantly as per
their tastes and preferences.

1.1.2 What is Consumer Behavior?

Consumer Behavior is basically a study of how an individual, group of individuals or

organizations select, buy, use and dispose the products and services to satisfy their
needs and wants. Consumer behavior is more of a hierarchy that deals with various
stages that a consumer passes through before making a purchase decision
The project is all about understanding the consumer perception about the Mahindra’s
car based on its quality features and more importantly the prices of its cars in
comparison to its various competitors to its various competitors.Further the project
tells you about the various marketing and promotional strategies used by the market
and to sell the cars in the market and to also find out its target audience.

1.1.3 Impact of marketing on its consumers

Marketing is an important tool to communicate the products to the customers, without

it, no organization can function. Some marketing techniques used were-

 Display of car models.

 Hosting promotional dinners for VIP customers.
 Setting up of hoardings across the city.

9
  Display and informational setups.
 Giving away of pamphlets and brochures.
 Additional offers and discounts for privileged customers.

Hence, The project is all about understanding the consumer perception about the
Mahindra’s car based on its quality features and more importantly the prices of its
cars in comparison to its various competitors to its various competitors.
Further the project tells you about the various marketing and promotional strategies
used by the market and to sell the cars in the market and to also find out its target
audience.

1.2 ABOUT THE COMPANY

Mahindra and Mahindra, a manufacturing MNC which is based in Mumbai,

Maharashtra. It is a part of Mahindra Group, an Indian conglomerate. It is a standout
amongst the biggest vehicle Producers in India and the biggest maker of tractors
worldwide. It is under the Mahindra Group, an Indian Conglomerate. It has been
positioned as the tenth trusted brand in India, by the Brand Trust Report, India Study
2014.

In the year 1945, it stepped into the trading business as a steel trading corporation in
Ludhiana by Mohammed Malik Ghulam and the Mahindra brothers KC and JC
Mahindra. In 1948, after India gained independence from the British, Mohammad left
India and shifted to Pakistan forcing the brothers to change the name of the company
to Mahindra and Mahindra. Realising the future prospect and potential of the market,
it began with assembling Willy Jeep in the country as well as expanding its business
operations into the manufacture and trade of Multi Utility Vehicles (MUVs).

In the present day, Mahindra & Mahindra is a vital player in the utility vehicle
manufacturing and branding sectors in the Indian vehicle industry with its
flagship Mahindra XUV500 and uses India's rising international market presence in
both the automotive and cultivation industries to drive its goods and services in other
countries”

10
“In the past few years, the corporation has concentrated in latest industries and in
foreign markets. They entered the two-wheeler industry by taking over Kinetic
Motors in India. M&M also has a controlling share in the REVA Electric Car
Companyand took over South Korea's Sang Yong car Company in 2011. In 2010–11
M&M entered in micro drip irrigation with the conquest of EPC Industries Ltd in
Nashik”

1.2.1 Company Profile:

Company Type Public Company

Deals in Automobiles, commercial vehicles, two-

wheelers
Originated 1945

Place of origin Ludhiana (India)

Headquartered in Mumbai, India

Area served Worldwide

Important people Anand Mahindra (Chairman &

Managing Director)
Competitors Maruti Suzuki, Tata Motors, Ashok
Leyland & others
Parent Company Mahindra Group

Tagline/Slogan Every two minutes a Mahindra is born

ITEMS AND ADMINISTRATIONS OFFERED BY THE COMPANY-

Automotive

 Xuv500

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 Tuv300

 Kuv100

 Scorpio

 Xylo

 Bolero

 Max range

 Naya commander

 Savari

 Major

 Bolero camper Dlx

 Max pic–ups

 Champion scope of three wheelers

 Ranch equipment

 Agri inputs & administrations

 Motors

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  Tractors

Money related services

 Credits & mutual fund

 Conveyance

 Protection & risk management services

Companies under Mahindra Group:

1. Mahindra & Mahindra automotive division

2. Mahindra graphic research design
3. Mahindra Navistar automotive
4. Mahindra Navistar engines
5. Mahindra reva
6. Mahindra car manufacturer
7. Ssangyong motor co.
8. Mahindra trucks & buses

1.2.2 Segmentation, Targeting & Positioning (STP):

Segment Entire car sector together with sedans & SUV’s

Target Young executives from the upper-middle revenue group

Positioning It’s a brand which encourages innovative ideas, accepts no

limitations and drives optimistic transformation

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1.2.3 MARKETING MIX OF MAHINDRA AND MAHINDRA

PRODUCT

The company deals with utility vehicles, ranch gear and business vehicles. Its
portfolio incorporates an extensive variety of items that involves overwhelming
trucks, light trucks, bikes, SUV's, tractors and school buses.Mahindra has likewise
assembled military vehicles and its Willys jeep was utilized for transportation as a
part of World War II. The regarded organization has additionally gone into
association manage Renault S.A and its outcome was the delightful Mahindra Renault
Logan. The different Mahindra items are-
Mahindra XUV500
Mahindra TUV300
Mahindra XUV100
Mahindra Thar
Mahindra Scorpio
Mahindra Bolero
Mahindra Scorpio Getaway
Mahindra Pick-up
Mahindra Quanto
Mahindra XUV 500
Mahindra Thar
Mahindra Xylo
Mahindra e20
Mahindra Renault Verito

PLACE

Mahindra claims numerous manufacturing plants and assembly plants. Its gathering
plants are situated in China, India, Brazil and United Kingdom. It has a worldwide
nearness and its items are sent to nations like China, South Africa, Italy, UK and
USA. It has demonstrated its capacities by sending solid messages. To test the
business sectors of China it sent tractors to one single area and figured out how to
offer them at 20% higher cost than its neighbourhood rival in view of its smart

14
business sense and the prevalent nature of the items. This is the manner by which it
caught the business sectors in China with plentiful business sense and determination.
It has opened different showrooms everywhere throughout the nation that have
encountered and qualified sales representative with a particular business sector
learning. The workplaces are very much outfitted and spare parts, hardware,
administrations are accessible to the clients at one go.

PRICE

The pricing strategy of Mahindra and Mahindra is needy upon different components
that decide the business cost of the vehicles. The expenses brought about at each stage
incorporates assembling to amassing the parts and making them an entire item and the
expenses to achieve the item to the consumer. The organization has penetrated in each
side of the nation with items that are sensibly estimated and indicate quality.
The organization takes after the strategy of both the premium estimating and the
adaptable evaluating to get a handle on the most extreme consumer value. The rates of
every one of its items are extremely aggressive, as it has taken a considerable measure
of statistical surveying and in addition the cost components and the contender's rates
to land at a specific deals cost. Keeping in mind the end goal to take into account the
impulses of each area of the masses they have dispatched items with various costs that
are reasonable for various areas. These observable changes are deliberately brought
choices with suitable costs to adjust their portfolio and accumulate more clients.

PROMOTION

Mahindra and Mahindra have stepped keeping in mind the end goal to advance their
vehicles all through the world. It has chosen to utilize the visual media and the print
media completely so that the general population get to be mindful of its potential and
items. Notices including alluring models with its items have been taken care of
nimbly so that Mahindra and Mahindra turns into an easily recognized name.
In 2011, Mahindra propelled Kareena kapoor Khan, the acclaimed performer, as its
ambassador for Mahindra bike's ads where she requests that the shoppers purchase a
bike as INR 1500 of petrol was being supplied free with it. This profoundly
enlivening and connecting with crusade demonstrates an enthusiastic and enchanting
Kareena making the most of her ride. Ads have been set in daily papers and different
magazines and additionally TV and web.
Under extra exercises for sales promotion, it has sorted out presentation where
inventories are disseminated and challenges are held. The organization has likewise
actualized diverse projects where they have compensated the best ability in the
business regarding money and employment offers. These have additionally ended up
being a decent limited time and advantageous move.

15
1.2.4 SWOT Analysis:

Strengths 1. Has been amongst the strongest

companies in the Indian vehicle
market
2. Has given employment to over
110,000 employees
3. Is known for its branding and
advertising techniques and
affordable after sales service cost
4. Powerful SUV’s most suitable for
Indian roads and off-road
territory
Weaknesses 1. Teaming up with Renault did not
prove to be a successful bet as it
did not live up to the international
standards and expectations.
Opportunities 1. Manufacturing fusion cars and
fuel efficient vehicles for the time
to come.
2. Entering upcoming markets all
over the world and making the
brand global.
3. Evolving automobile market.
4. Evolving in the marketplace with
the help of electic car Reva and
tapping the two-wheeler sector.
Threats 1. Government policies for
automobile sector worldwide.
2. Rapidly growing petroleum costs.
3. Tough competition from global
brands.
4. Alternate modes of community
transport such as buses, metro
trains,etc.

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1.2.5 MARKETING STRATEGIES ADOPTED EARLIER

1. Mahindra held a pre launch occasion on 15 December 2015 where

organization discharged pictures of the car surprisingly, before its dispatch.
“This helped them In getting extraordinary input and responses about the auto.
M&M got 1.5 million perspectives on its microsite, 3, 00,000 perspectives and
50,000 hot asks in two days”

2. The organization discharged a video of the vehicle handling out & about,
highlighting youthful, dashing brand diplomat performing artist Varun
Dhawan before the 0fficial dispatch on TV, facebook & youtube.
Highlights of the promotion – (Get up – Get dressed – Get the puppy – Get the SUV –
Get the Gang – Get Out – Get lost – Get Lucky – Get Dirty – Get Shower – Get the
life – Get it now.)

3. Mahindra likewise focused on different E-business stages to offer their new

dispatch and has as of now began taking bookings on Flipkart, auto & bicycle
entryways and its own E-retail stage M2ALL.

4. Dubmash and Win KUV100 Challenge – M&M reported dubmash challenge

on 23rd December before the dispatch of car. In this challenge members
needed to make dubmash video, taking into account his/her experience on first
time seing KUV 100 and transfer the same 0n M&M ltd till fourteenth The
prize for same was Mahindra KUV100, Mahindra adventure expedition in
2016 for a couple, Mahindra gusto & 100 other different prizes.

5. There were more than 7 lakh perspectives of Dubmash recordings. This

challenge was distinctive. For this members must be inventive. It drew out
their development and innovativeness which implies abnormal state of
engagement of clients.

Mahindra is additionally searching for fares of KUV100 from April 2016 to Nepal,
Sri Lanka, Bangladesh & South Africa.
6. Budgetary Schemes for the understudies are likewise taken a shot at.

7“Mahindra propelled its first petrol-motor model (mFalcon)– KUV100, deliberately

at the right time. Precisely a month after the Delhi government forced a makeshift
prohibition on the enrollment and offer of car and SUVs with diesel motor above
2,000cc. This boycott could have extremely influenced M&M which, till now, had an
exclusive diesel-engined item portfolio”

17
Along these lines, this can be seen as the organization's first move in its petrol
technique.

Mahindra has stepped keeping in mind the end goal to advance their vehicles all
through the world. It has chosen to utilize the visual media, online networking and the
print media completely so that the general population get to be mindful of its potential
and items.

1) Social media:
“Advertising on social networking sites is quickly turning into a well known
approach to showcase items and administrations, get a la mode client input
and stay side by side of most recent patterns. Mahindra is associated with
person to person communication destinations to connect with present and
future clients. It gives another approach to draw in with clients, advance items,
and breaks down client assessment and business sector patterns and a great
deal more. Mahindra associates with social networking sites like Facebook,
LinkedIn, Twitter, YouTube and Google plus”

a) Facebook:
Mahindra facebook page has more than 807k fans. Mahindra utilizes facebook
as a stage where their fans can interface with them for open talks to share their
stories, thoughts, proposals, or remarks. Through Facebook, Mahindra
straightforwardly and effectively interfaces with its fans.

b) Twitter:
Mahindra's Twitter channel is a connecting with blend of business and delight,
and of TV and engagement. Mahindra Twitter page has more than 67.2K
supporters.

President Anand Mahindra's Twitter page: Anand Mahindra the auto head
honcho besting a global rundown of the main 5 non-tech CEOs who are very
dynamic on the online networking stage Twitter. He has more than 2.91M
Twitter devotees & is compelling in the twitter universe due to his wide
assortment of perspectives on Twitter. His twitter handle is @anandmahindra.

c) Google+:

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Google+ has turned into a vital method for cooperations in which individuals
make, share, trade and remark contents. Additionally, it associates the
association to clients specifically for correspondence. Mahindra Google+ page
has more than 32k devotees.

d) YouTube:

Mahindra has 2,418 individuals subscribing to its YouTube channel & has
2,968,650 perspectives. Mahindra utilizes advertising recordings as a part of
expansion to enlightening recordings to give data & make associations with
their supporters & viewers.

2) TV commercial:
TVC is progressively turning into the favored medium of correspondence in
the hyper-associated world today. Promotions highlighting alluring models
and on-screen characters with its items have been taken care of nimbly so that
Mahindra turns into an easily recognized name.

In 2015, Mahindra propelled Prabhas, the celebrated performer, as its image

envoy for Mahindra.
Current situation of Mahindra over different Social Media platforms

• Facebook fan taking after: 807K

• Twitter devotees: 67.2K

• LinkedIn devotees: 82K

• YouTube supporters: 2,418

• Google+ devotees: 32K

Mahindra TUV300 TV Ad – Tough is the thing that extreme does!

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1.3 OBJECTIVE OF THE STUDY

1. To study the perception of the consumer towards Mahindra and Mahindra

2. To study about the competitors of Mahindra and Mahindra
3. To study about the best feature of Mahindra’s car as per the customer
4. To find which is the best way to promote the Mahindra cars in today’s market
5. How does pricing strategies of the company effect sale of Mahindra and
Mahindra

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 CHAPTER 2: LITERATURE REVIEW

2.1 Evolution of Automobile Industry:

The world of automobile entered with the wheel during4000Bc when mechanised
transport has actually begun which replaced the animals and had saved labor effort.
After the number of attempts the very first steam driven tractor was build by a French
captain, Nicolas Jacob Cugnot. It was large enough to accommodate people . Then the
first car powered by an iternal combustion engine fuelled by hydrogen was designed
in 1808 by Francois Isaac de Rivaz and in 1870 the first gasoline powered combustion
engine was build by Siegfried Marcusand then Petrol engine came into the market
which made usage of car more sensible .

During 1898, the first motorcar that came down the Indian roads. From Hindustan
Motors to Premier Automobile Ltd were establish during 1942s where Premier
manage to produce their own car by 1946 and HUL succeeded by1949. 1960-1970s
were well known for two-three wheeler industry in India. But at time of 1980s, it was
seen that foreign manufacturers and collaborators opening up with Indians shores.
Before 1990s it was seen that the seller had the power as the sellers were usually
having the monopoly but with time i.e after 1990s when LPG also took place it was
seen that consumer became the king for which companies started changing their
mission and vision from being profits oriented to be more consumer oriented and
this was only because before 1990s Automative sector in India was highly protected
through all the import tariff and measure that couldn’t let foreign company make their
participation.

From Tata motors to PAL, Bajaj Auto, HUL and Mahindra and Mahindra everyone
started increasing its market by looking after the demand in the market and 1999 were
the time where automobile took its boom.

2.2 Analysis of Reasearch in Consumer Behaviour of Automobile Passenger Car

Customer (By Vikarm Shende):

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According to the above research due to the increase in the income of the people living
in rural and urban areas the volume of car segments have rose. Proper understanding
of the consumer buying behaviour will help the marketer to succeed in the market.
The objectives of the research is to identify the factors that influence the customer
preferences for the particular segment of the cars.

After analysing the various factors such as demographic, economical, geographic,

political, psychographic and product and technology it is concluded that the company
can succeed in the market if it will be able to understand the complex buying
behaviour of the consumers. Also, the companies with the global brands will be able
to penetrate into market easily regardless to high or low status of the consumers if
they will follow a proper strategy as people focus more on brand loyalty and they
incline towards the brands that maintain a good reputation in the market.

2.3 Technology in the Automobile Industry 

Automobile Industry is significantly impacted by technology. The more advanced

technology is the more it is accepted by both the industry and also the consumers.
Also , changes in the technology can also have various disadvantages, as if we talk
about automobile industry safety has become a major issue especially in regard to
how technology can hinder driver safety .To get over the major issue of safety many
brands are innovative features like auto breaks so that if the driver faces hazards like
use of cellular phone while driving and failing to watch the road than the auto break
feature would help the driver be age while driving .

Once upon a time America was the leader in the automatics industry but recent studies
shows that Japan, Germany are regularly making advances that equal the ingenuity of
the USA. Therefore, to remain and succeed as a leader in the Market the American
automotive manufacturers could consider establishing Research and Development
facilities in the developing countries. Also, American manufacturers should also focus
on developing their strategies to maximise their own competiveness in the
international market.

22
2.4 The Indian automative industry by KPMG ( Dieter Becker and
YezdNagporewalla) 

Whether we talk about Economic status or the scenario targeting the arrears
demographically, India has been positioning itself in the market pretty well which has
been seen through its regular growth.

It is been seen that in India the youth has the bend towards the private cars also they
are the major working population of the county. Also it's easy to get loans or get cars
financed in the country. Also it's easy to get loans or vehicles financed. There are cars
that has been launched which has been seen highly affordable for the customers
whereas Two- wheelers has been a major market for in rural areas 

2.5 E Thangasamy and Gautami Patikar (2014)

The customers go for accomplishing ideal customer overflow, be it durables or non-

durables, while making such buys to fulfil their needs. Thus, the advertisers do
ceaselessly depend on examine learns about the dynamic buyer conduct to position
their item arranging and improvement systems to meet the prerequisites proficiently.
This mind boggling purchaser purchasing conduct does, consequently, require a basic
examination by the scientists in each alcove and corner of the world. In this paper
scientist has learn about purchasing conduct of purchaser, the conduct of purchaser
not same for any territory. The Behavior of buyer are rely upon their pay, way of life,
size of family there are factors impact of customer purchasing behaviour.

2.6 Rakesh Kumar (December 2013)

The term consumer behaviour is characterized as the conduct that buyer show in
looking down, purchasing, utilizing, assessing and discarding item, administrations
and thoughts that they expect will fulfil their necessities. Customer behaviour is the
procedure whereby, people choose whether, where, when, what how, and from whom
to buy merchandise and ventures. Because of the expansion in wage level and simple
back being given by all the monetary establishments, the four wheelers deals have
been essentially expanded. This paper we investigation the purchasing conduct of

23
customer towards four wheelers Industries. Furthermore, how the customer has
inclinations particular brand, quality items, great administrations and so on.

2.7 Customer Perception towards TATA NANO Car in Coimbatore ( May, 2014)

The Indian car industry is the tenth biggest on the planet with a yearly generation of
two million units. India's Automative Industry guarantees to end up to be the major
car industry in the up and coming years and the business specialists are cheerful that it
will contact ten million units stamp.

Tata Motors overcome more than 60% of the Indian business vehicle showcase. Tata
are the biggest medium and overwhelming business vehicle producers in India. This
exploration paper has simply base on just a single four wheelers that is TATA NANO.
This auto is more solace to appropriate for little family even cost are likewise sensible
so shopper can undoubtedly reasonable. Verities of hues and viable publicizing show
by organization so client are pull in additional.

24
25
 CHAPTER 3: RESEARCH METHODOLOGY

The process used to collect information and data for the purpose

of making business decisions. The methodology may
include publication research, interviews, surveys and other research techniques, and
could include both present and historical information.

3.1 Research Design

In the project a descriptive research is used. The goal of this type is to describe the
data and characteristics about what is being studied. It addresses the establishment or
exploration of a formulated proposition

3.1.1 Methodology:

We would go in for a qualitative and quantitative research as the motive is to judge

the consumer behavior of Mahindra & Mahindra consumer. The research is done from
primary data (survey) and secondary data (spss)

3.1.2 Sample Size:

A survey of 70 consumers was conducted where the number of responses was 50.

3.2 Data Collection

 Primary Data in form of Questionnaire,SWOT analysis as well as STP was
used to collect the data. . When collecting primary data one can choose to do
interviews, observations, experiments, and questionnaires which are
qualitative and quantitative in nature.
 Secondary date in form of frequency distribution and cross tab have been used
 Major sources from where data were collected were Internet.

26
 CHAPTER 4: DATA ANALYSIS

Question1:

Which type of cars you usually prefer?

Hatchback
16%

Sedan
20%

SUV
64%

Hatchback 8
Sedan 10
SUV 32
Total no of people 50\

INTERPRETATION

64% Consumers prefer purchasing Suv’s and XUV500 has been seen as one of the
most favourable SUV of Mahindra and Mahindra compared to the minorities from
which 16% prefer Hatchback whereas only20% of the Mahindra consumers
prefer Sedan.

27
 Question 2:

Your perception of Mahindra and Mahindra products

Bad
8%

Average
18%

Very good
54%

Good
20%

Very good 27
Good 10
Average 9
Bad 4

INTERPRETA
TION

About ¾ of the consumers had a very good and good experience with Mahindra and
Mahindra whereas only ¼ out of 50 had a bad one i.e. 8% were not that satisfied. 18%
have a mix opinion about Mahindra’s product.

28
 Question 3:

What are your expectation as a

customer of M&M
After sales services

Quality

Value for money

Variety

0 5 10 15 20 25 30 35

Series2 Series1

Variety 2
Value for money 33
Quality 12
After sales 3
services

INTERPRETATION

Majority of the customers expect a good value for money followed by the quality. It
has been seen that Mahindra and Mahindra has been giving tough competition to his
competitors when it comes to SUV cars as they are reasonable enough to attract their
customers. Not only that even with reasonable prices they have not been seen
compromising with the quality of the product .A small minority expects variety and
after sale services.

29
 Question 4:

Who do you think is Mahindra's biggest competitor?

Tata
Ford 14%
22%

Hyundai
20%

Maruti
44%

Tata 7
Hyunda
i 10
Maruti 22
Ford 11
INTERPRETATION

Clearly Maruti is one of the biggest competitor of Mahindra and Mahindra when it
comes to Sedan or Hatchback cars. Maruti’s swift have been clearly positioned itself
in a great manner which is a great threat to Mahindra and Mahindra but A clear
majority favours Mahindra and Mahindra when it comes to price still maruti has been
giving a good competition to mahindra and mahindra in the market followed by
Hyundai , ford and tata.

30
 Question 5:

What do you think of pricing of the Mahindra cars ?

Low

Series1
Moderate

High

0 5 10 15 20 25 30 35 40

High 5
Moderate 35
Low 10

INTERPRETATION

A clear majority favours Mahindra and Mahindra With 10% of Highand 70% of Moderate
opinion when it comes to price they agree with a fact that it is fairly priced even though we have
seen that Maruti with its product and price have been giving a great competiton to Mahindra and
many more brands such as well like Ford , Hyundai for which consumers have more of moderate
opinion.

31
 Question 6:

Do you think Mahindra cars are able to

attract the customers of today's gen-
eration/youth?

Yes
30%

Maybe
56%

No
14%

Yes 15
No 7
Maybe 28

INTERPRETATION

According to the survey it is clear that Mahindra might be able to grab the
youth’s attention out of the remaining. As it has been seen that cars like
Thars which was initially used at the field of war are now used liked by
youth also for which it is possibly that Mahindra has the full potential to
attract more of youth to popularise its product.

32
 Question 7:

Best feature in Mahindra car?

Price

Service
Series2
Series1

Style and Design

Quality

0 5 10 15 20 25

Quality 10
Style and Design 11
Service 7
Price 22

INTERPRETATION

Almost more than half of the customer i.e. 44% thinks that the best feature of M&M
is its price followed by its body structure which is style as design which 22% as it has
been seen that Mahindra cars are usually known for its tough and huge body
structures as well as it is spacious enough. Quality is not ignored by its consumers
and is near to style and design with 20% supporting the quality. 7% concentrates on
the Service which is usually after sale process.

33
CROSS TAB

Your perception of Mahindra & Mahindra products? * What are your expectations as
a customer of M&M? Crosstabulation

Count

What are your expectation as a customer of M&M?

Value for After sale

Variety money Quality service Total

Your perception of Very good 2 25 0 0 27

Mahindra & Mahindra Good 0 4 4 2 10
products? Average 0 0 8 1 9

Bad 0 4 0 0 4
Total 2 33 12 3 50

INTERPRETATION
It has been seen that the respondents who perceived M&M product as “Very good”
have “High Value for Money”.

34
Correlations
Hypotheses 1:

H0: There is no significant relationship between expectations of a customer

from M&M and the best feature of Mahindra car according to the
customers.

H1: There is a significant relationship between expectations of a customer

from M&M and the best feature of Mahindra car according to the
customers.

What are your

expectation as a
customer of Best feature in
M&M? Mahindra car?
What are your expectations Pearson Correlation 1 .644**
as a customer of M&M? Sig. (2-tailed) .000

N 50 50
Best feature in Mahindra Pearson Correlation .644 **
1
car? Sig. (2-tailed) .000

N 50 50

**. Correlation is significant at the 0.01 level (2-tailed).

INTERPRETATION:
 P= .664 according to this p lies between 0.5<p<0.75
 This means that there is a Positive Correlation
 P>0, so H1 is accepted and it can be concluded that “There is a significant
relationship between expectations of a customer from M&M and the best
feature of Mahindra car according to the customers.

35
Correlations

H0: There is no significant relationship between which type of cars you

usually prefer and what do you think of pricing of Mahindra cars

H1: There is a significant relationship between which type of cars you

usually prefer and what do you think of pricing of Mahindra cars

What do you
Which type of think of pricing
cars you usually of Mahindra
prefer? cars?

Which type of cars you Pearson Correlation 1 .620**

usually prefer? Sig. (2-tailed) .000

N 50 50
What do you think of pricing Pearson Correlation .620** 1
of Mahindra cars? Sig. (2-tailed) .000

N 50 50

**. Correlation is significant at the 0.01 level (2-tailed).

INTERPRETATION:
 P= .620 according to this p lies between 0.5<p<0.75
 This means that there is a Positive Correlation
P>0, so H1 is accepted and it can be concluded that there is a significant relationship
between which type of cars you usually prefer and what do you think of pricing of
Mahindra cars

36
COMPANY GROWTH
Mahindra Ltd. (M&M Ltd.), India's driving SUV producer automobile deals numbers
which remained at 37,915 units amid December 2015 as against 36,328 units amid
December 2014, speaking to a development of 4%. In december 2015, the Medium
and Heavy Commercial Vehicles portion sold 528 units, enrolling a development of
74%. Trades for december 2015 remained at 3,076 units, enrolling a development of
65%.

A lot of Mahindra's development has originated from acquisitions. In the most recent
couple of years, the gathering purchased dominant part stakes in Korean automaker
Ssangyong, IT Company Satyam computer services, electric auto producer Reva, bike
creator Kinetic, Punjab Tractors & Australia's GippsLand aeronautics.

FUTURE PLANS

Mahindra additionally makes trucks in organization with Navistar, bikes, vehicles &
electric cars with Reva. The organization will increase their offer in bike market in
India & surpass their rivals such as Hero, Bajaj. Mahindra arranges littler petrol
motors for future minimized models of cars & to make a smaller SUV that would
contend with little cars in evaluating yet would offer the tough abilities that turn into
the gathering's trademark.

37
 CHAPTER 5: FINDINGS & CONCLUSION

 Consumers prefer purchasing Suv’s compared to the minorities who prefer

Hatchback and Sedan.
 About ¾ of the consumers had a good experience with Mahindra and
Mahindra whereas only ¼ out the 50 had a bad one.
 Majority of the customers expect a good value for money followed by quality.
A small minority expects variety and after sale services.
 Clearly Maruti is one of the biggest competitor of Mahindra and Mahindra.
 A clear majority favours Mahindra and Mahindra when it comes to price, they
agree with a fact that it is fairly priced.
 According to the survey it is clear that Mahindra might be able to grab the
youth’s attention out of the remaining.
 Almost more than half of the customer think that the best feature of M&M is
its price followed by its body structure which is style as design as it has been
seen that Mahindra cars are usually spacious enough.

38
 CHAPTER 6: RECOMMENDATION

M&M target was to enter the new fragment of conservative cars/smaller than normal
SUV, where they were not present-i.e. to secure the unchartered region amongst
hatchback and SUV. Since 2002, after the dispatch of Scorpio they had been known
as producers of tough utility vehicles. Yet, after the dispatch of KUV100, they have
entered new portion of traveler vehicle market. They have rivalry in value range with
smaller autos and super minimal cars, for example, the Swift, Amaze, Grand i10 and
Swift Dzire. Hatchbacks represent more than 50 for each penny of offers, cars 30 for
every penny and SUVs 19 for each penny. A great many people move on from
hatchbacks and cars to SUVs. Be that as it may this Vehicle lies in a value section of
4.5 - 6.5 lakhs, which gives the utility vehicle maker a line into the greatest portion in
traveler vehicles.

39
40
41
 ANNEXURE
Questionnaire:

1. Which type of car you usually prefer?

-Hatchback
-Sedan
-SUV

2. Your perception of Mahindra & Mahindra’s products?

-very good
-good
-average
-bad

3. What are your expectations as a customer of M&M?

-Variety of cars
-Value for money
-Quality of cars
-Satisfactory after sales service

4. Which brand according to you it the strongest competitor of M&M?

-Tata
-Maruti Suzuki
-Hyundai
-Ford

5. What do you think about the pricing of Mahindra cars?

-High
-Moderate
-Low

42
 6. Do you think Mahindra cars are able to attract the customers of today’s
generation/youth?
- Yes
-No
- Maybe

7. Best feature in Mahindra cars?

- Quality
-Style and design
-Service
-Price

43