A project reports

On

Marketing Strategies in Rani motor Mawkyrwat Branch

Name- Fullbackstar Lyngkhoi

Roll.no- 20MBAMB006

Project submitted in partial fulfilment for the award of degree of

MASTER OF BUSIMESS ADMMINISTRATION

By

Department of Management, North Eastern Hills University, Tura

campus, 794002
 ANNEXURE – I

DECLARATION

I hereby declare that this Project Report titled Marketing strategies submitted by me to the

Department of Management, NEHU, Tura Campus, is a bonafide work undertaken by me

and it is not submitted to any other University or Institution for the award of any degree

diploma / certificate or published any time before.

Fullbackstar Lyngkhoi

Mawten P.O Mawkyrwat

SWKH District 793114. F.lyngkhoi

Name and Address of the Student Signature of the student

 ANNEXURE – II

CERTIFICATION

This is to certify that the Project Report title

_____________________________________________ submitted in partial fulfilment

for the award of MBA Programmes of Department of Management, NEHU, Tura

Campus, was carried out by ________________________________ under my

guidance. This has not been submitted to any other University or Institution for the

award of any degree/diploma/certificate.

Name and address of the Guide Signature of

the Guide
 ABSTRACT

Developing Successful Marketing Strategies uses real market examples to demonstrate

the development of effective marketing strategies. The approach uses an organization’s

mission and vision statements to guide the development of marketing goals, strategies,

and tactics. Marketing strategy is a construct that lies at the conceptual heart of the

field of strategic marketing and is central to the practice of marketing. It is also the area

within which many of the most pressing current challenges identified by marketers

arise.

“Marketing strategy” has the potential to serve as an organizing or synthesizing theme

to understand all of marketing thought. Here, we offer an overview of the current state

of knowledge about strategic market planning. To accomplish this objective, we first

place strategic thinking within the context of the history of marketing thought, with an

emphasis on identifying those concepts which remain relevant tor strategic thinking.

Next, we review some of the current literature pertaining to certain functional areas of

marketing (e.g., product decisions) and identify key issues (e.g., brand equity) relevant

to strategic planning. We discuss alternative theories of the firm, which provide a basis

for placing marketing activities within the broader context of corporate strategy.

Finally, we discuss some emerging trends and areas of inquiry that will be relevant to

marketing strategy in the future.

CERTIFICATE
 ACKNOWLEDGEMENT

I would like to express my gratitude to all those who helped me during the writing

of this thesis.

Firstly, my deepest gratitude goes foremost to the MBA Department of management

in NEHU Tura for giving me these Golden opportunities to do this wonderful

project on the topic Marketing strategies. I sincerely give thanks to our respected

MDC from Mawkyrwat Mr. Karnes Sohshang who kindly helping me talking to the

Organization so that I can do my internship.

I give thanks to Rani motor who has giving me a chance to do my internship as

well as to sir Shooting as my guide in Rani motor which helping me a lot providing

me lots of information about the firm. I also express my gratitude to Ms. Perneris

Lyngdoh as my guidance in Rani motor in Mawkyrwat branch

Next, I feel grateful to my fellow classmates who are pleased to help me and to

listen to my ideas. I should finally like to express my gratitude to my beloved

parents who have always been supporting me without a reason.

I thank GOD for everything, because without GOD I cannot do anything not even a

simple thing also.

Thank you
 TABLES OF CONTENT

S.L no Chapter List Pages

no

1. Chapter-1 1.1 Introduction 11

Introduction About 1.2 Objective of Marketing Strategies 12-13

the topic 1.3 Importance of Marketing Strategies 13

1.4 Sales process of Rani motor 14-15

1.5 Advantages 16-17

1.6 Process of Marketing strategies 17-18

1.7 Marketing Mix in Rani motor 19-21

1.8 Sale budget in Rani motor 21—22

9. Chapter-2 Literature review 23-24

10. Chapter-3 3.1 Introduction 25

About the 3.2 About Rani motor 27-28

Organization 3.3 vision & Goal 28

3.4 Management 29

3.5 Team 30

3.6 Customer Testimony 31

3.7 Employee Testimony 32

3.8 Carrier 33

3.9 Rani motor Jellyshop 34

Nongthymmai Shillong Meghalaya

3.10 Location 35
 3.11 Calculate the selling of cars 36-37

4. Chapter-4 4.1 Objective of the study 38

Research 4.2 Data sources 38

methodology 4.3 Data collection method 39

5. Chapter-5 Data analysis & Interpretation 41-54

6. Chapter-6 6.1 Findings 54

Findings & 6.2 Suggestion 55

Suggestion

7. Chapter-7 Conclusion 56-57

 List of Tables

Table Title Pages No.

No.

1 Sales budget in Rani motor as per financial year 21

2 Gender. Data of respondent 40

3 Ages. Data of respondent 41

4 Profession. Data of respondent 42

5 Knowing about Rani motor. Data of respondent 43

6 Purchasing a car from Rani motor. Data of respondent 44

7 Offer made by Rani motor. Data of respondent 45

8 Product provide by Rani motor. Data of respondent 46

9 Advertising urges to purchase a car. Data of respondent 47

10 Do you believe in Advertisement? Data of respondent 48

11 Which types of advertisement attracted you to purchase a car? Data of 49

respondent

12 How do you find Marketing strategy of Rani motor? Data of respondent 51

13 Service provides by Rani motor. Data of respondent 52

14 Exchanges of your old car is done in Rani motor. How do you feel? 53

Data of respondent
 List of Chart

Chart Title Pages No.

No.

1 Sales budget in Rani motor as per financial year 22

2 Gender. Data of respondent 41

3 Ages. Data of respondent 42

4 Profession. Data of respondent 43

5 Knowing about Rani motor. Data of respondent 44

6 Purchasing a car from Rani motor. Data of respondent 45

7 Offer made by Rani motor. Data of respondent 46

8 Product provide by Rani motor. Data of respondent 47

9 Advertising urges to purchase a car. Data of respondent 48

10 Do you believe in Advertisement? Data of respondent 49

11 Which types of advertisement attracted you to purchase a car? Data of 50

respondent

12 How do you find Marketing strategy of Rani motor? Data of respondent 51

13 Service provides by Rani motor. Data of respondent 52

14 Exchanges of your old car is done in Rani motor. How do you feel? Data 53

of respondent
 Chapter-1

1.1 Introduction:

Marketing Strategies- A marketing strategy refers to a business's overall game plan for

reaching prospective consumers and turning them into customers of their products or

services. A marketing strategy contains the company’s value proposition, key brand

messaging, data on target customer demographics, and other high-level elements. A

thorough marketing strategy covers "the four p’s" of marketing—product, price, place, and

promotion.

A clear marketing strategy should revolve around the company's value proposition, which

communicates to consumers what the company stands for, how it operates, and why it

deserves their business.

Marketing strategies should ideally have longer lifespans than individual marketing plans

because they contain value propositions and other key elements of a company’s brand,

which generally hold constant over the long haul. In other words, marketing strategies

cover big-picture messaging, while marketing plans delineate the logistical details of

specific campaigns.

The ultimate goal of a marketing strategy is to achieve and communicate a sustainable

competitive advantage over rival companies by understanding the needs and wants of its

consumers. Whether it's a print ad design, mass customization, or a social media

campaign, a marketing asset can be judged based on how effectively it communicates a

company's core value proposition.

1.2 Objective of marketing strategies:

Selection of a Target Market

Identifying the target market may be the most important decision a company makes in the

strategic planning process. The company must first specify whom it is trying to attract

based on its own strengths and weaknesses, the intensity of the market competition and

the potential costs and gains. Businesses may treat the entire market -- called mass

marketing -- or target one or more specific segments or groups in the market -- market

concentration or multi-segmentation.

Specification

Businesses must decide which market position they want to take. The company that gains

the largest market share and dominates the competition becomes the market leader. The

market challenger is the position when a company confronts the leader of the market. The

market follower is a company that follows and copies the leader rather than attacks it.

Many small businesses choose to fill a market niche: a position that specializes in a

narrow segment of a large market.

Creation of a Marketing Mix

After selecting the target market, specifying the position that the company wants to take

and researching the needs and preferences of customers, the company must define its

marketing mix along the "4Ps" -- product, price, promotion and place -- to achieve a
competitive advantage. For example, its product must be of higher quality, its prices must

be lower, its promotion must be more effective, and its distribution must cost less than its

competitors must.

1.3 Importance of Marketing Strategy

 Marketing strategy provides an organization an edge over its competitors.

 Strategy helps in developing goods and services with best profit-making potential.

 Marketing strategy helps in discovering the areas affected by organizational growth

and thereby helps in creating an organizational plan to cater to the customer needs.

 It helps in fixing the right price for organization’s goods and services based on

information collected by market research.

 Strategy ensures effective departmental co-ordination.

 It helps an organization to make optimum utilization of its resources so as to

provide a sales message to its target market.

 A marketing strategy helps to fix the advertising budget in advance, and it also

develops a method which determines the scope of the plan, i.e., it determines the

revenue generated by the advertising plan.

1.4 Sales process of Rani Motor: Some of the sales process in Rani motor;

 Territory Mapping

 Identifies and list all Industries, Market places, Offices etc. around your dealer ship.

 Collect primary information like contact detail of all major retails, suppliers etc.

 Identify the route and type of customer and prepare the test drive route maps.

 Select the location from route plan to be covered on each day.

 Sort the location in order in which they would be visited.

 Enquiry and training – The first meetings create the lasting impression about you

in the customer mind

 Do’s-

Attend promptly and greet with a warm welcome smile, offer a hand shake and

introduce yourself, move to discussion area and offer a refreshment, Treat a

customer like a guest.

 Don’t –

Don’t be seated while offering a handshake or offering your business card,

don’t start up the conversation without introducing yourself, don’t ignore the

customer in any circumstances, ask the right question to understand the needs,

don’t force decision to customer, do not ignore customers friend or family.

 Order commitment and confirmation: To make effort to close the deal and to

create a win-win situation for both the customer and the dealership order

commitment and confirmation includes:

 Objection handling
  Buying signals.

 Negotiation

 Closing technique.

Negotiation tips:

 Never argue stay calm and listen to what customer wants.

 Understand what customers is negotiating on.

 Disclose as much information as possible.

 Ensure that customer has trust in fairness of deal.

 Document and financial approval: Options of availing loan from a bank or

finance company to buy a vehicle, which would be paid back with interest over a

period of time.

 Benefits of finance-

o Increase affordability of an expensive product.

o Permits usage of the articles while paying for it.

o Provides financial flexibility.

o Build a credit history, which act as a benchmark for future loans.

1.5 Advantages of marketing strategies:

Advantage: Promotes Your Business to a Target Audience

You can’t sell your products or services without appealing to the people most likely to

buy those products and services. That group is known as your target audience, and a

marketing strategy is the most effective way to reach that all-important group. If you have

targeted this group correctly, you know their habits, behaviours, wants, and needs, and

you also know where they like to hang out on social media. This information shapes the

methods you will use to promote your business. For example, if you own a comic book

store, online marketing can be more beneficial than traditional advertising to help you

reach your audience on social media platforms.

Advantage: Helps You Understand Your Customers

You have to do market research before you develop a marketing strategy, and that

research can provide you with reams of data that you can use over and over to help refine

your product development and to keep up with trends and shifts in your target audience’s

behaviour. With the evolution of digital information, even small businesses have access

to hyper-detailed information about prospective customers. This is known in the digital

world as “big data,” large data sets that give you a deep analysis into customer behaviour

based on factors such as online activity, buying activity, mobile activity, and interactions

at stores and shops.

Advantage: Helps Brand Your Business

Your marketing strategy isn’t just about boosting leads and converting them into buyers,

it’s also about expressing the culture, values, and purpose of your business. The process

of communicating that vision to your audience is the essence of branding. For example,

Apple’s marketing strategy is all about simplicity, elegance, design, and function. Their

products are sleek, simple, beautiful, and offer multiple functionalities. When people

think of Apple, they think of a company whose products are always on the cutting-edge of

technology, design, and physical attractiveness.

1.6 Process of marketing strategy

1. Understand your customer

Develop a clear picture of your target customer using market research and analysis.

Understand their pain points and the benefits of your solution.

2. Analyse the market

Some basic market research should allow you to find market data such as total available

market, market growth (historical numbers and projections), market trends, etc.

3. Analyse the competition

Ask yourself what other choices your target customers have to solve their pain point.

Research and assess the strengths and weaknesses of each. Take a look at this article for

more info on competitive marketing strategy.

4. Research distribution channels

What is the best way to deliver your product or service to your target customers? This will

impact your sales strategy and your financials, as well as your marketing mix.

5. Define your marketing mix

Check out this article about defining your marketing mix: Product, Price, Place and

Promotion.

6. Analyses the financials

Put together your marketing budget and evaluate projected marketing ROI, customer

acquisition costs, etc.

7. Review and revise

Continuously evaluate the effectiveness of your marketing strategy, and revise or extend as

needed.
1.7 Marketing Mix in Rani motor:

A marketing mix consists of a combination of factors that a business can control in order to

influence consumers to purchase its products. 

By strategically manipulating these factors and continuously optimizing them, businesses

can better serve their customers; in turn, boosting their bottom lines.

Product

 The quality of the product

 The design of the product

 The packaging of the product

 The branding of the product

In Rani motor product refers to different cars dealing by the Rani motor like Alto,

Spresso, Super Carry etc, it is also referring to different services serve by the

employees to the customer or services provided by Rani motor itself.

Price

 The retail price of the product

 The payment plans available to consumers

 The discounts available to consumers

  The credit terms required if consumers need to borrow money to purchase the

product

In rani motor Prices refer to the amount of money based on different car that

customer need to pay, like price of the car, down payment, etc.

Place

 The retail locations or storefronts required to sell the product

 Delivery of the product

 Whether or not the product is downloadable

 All distribution methods

Places refer to different location as in Rani motor it is based on different location or

different branch as Rani motor had spread all over Meghalaya like. In Mawkyrwat

branch, in Mairang branch, in Nongstoin branch, in Tura branch…. etc.

Promotion

 The advertising that promotes a product

 The salespeople (or lack thereof) required to sell the product

 Public relations

 Emails, or any other form of communication that spreads the word of the product

Promotion is always a must so in Rani motor mostly promotion is always based on

the advertisement like how they advertised the product and all. So, promotion in Rani
 motor is based on advertising a car and also giving offer to the customer based on

different car.

And, also sales promotion came under promotion which it helps

 For introducing new product to the existing market.

 To increase of an existing product.

 To introduce a product to a new market.

13.8 Sales budget in Rani motor as per financial year

Table-1

No. of years Quantity sold

2019 117

2020 86

2021 69

Analysis: As per financial year in 2019, 2020, 2021, from the above table I got the

information from rani motor that in 2019 rani motors in Mawkyrwat branch can sold 117

quantities of cars, in 2020 its decreasing it can sold 86 of cars, and in 2021 only 69 of cars

can be sold.
Chart-1

Quantity sold

2021
25% 2019
2019
43% 2020
2021

2020
32%

Explanations- As per the above tables we can understand that the selling of cars in Rani

motors in the years 2019, 2020, 2021 was decreasing this is because of the Covid

pandemic.
 CHAPTER-2

LITERATURE REVIEW:

(J.Hooley, Generic marketing strategies, 1992 march) Marketing objectives, strategic focus,

market targeting, quality and price positioning—were used to cluster strategies. Five

generic strategies were identified and were analyses by market type, corporate attitudes,

and performance using discriminant analysis. The study provides more in-depth insights

into the nature of marketing strategies than has been possible hitherto. The theoretical,

practical and methodological implications are discussed.

(Morgan, 2019) Marketing strategy is a construct that lies at the conceptual heart of the

field of strategic marketing and is central to the practice of marketing. “Marketing strategy

is an organization’s integrated pattern of decisions that specify its crucial choices

concerning products, markets, marketing activities and marketing resources in the creation,

communication and/or delivery of products that offer value to customers in exchanges with

the organization and thereby enables the organization to achieve specific objectives.”

(Jr, 06-Oct-2010) As green marketing strategies become increasingly more important to

firms adhering to a triple-bottom line performance evaluation, the present research seeks to

better understand the role of “green” as a marketing strategy.

(Singh, May 2006 ) Customer satisfaction Many researchers have looked into the

importance of customer satisfaction. Kotler (2000) defined satisfaction as: “a person’s

feelings of pleasure or disappointment resulting from comparing a product’s perceived

performance (or outcome) in relation to his or her expectations”. Hoyer and MacInnis

(2001) said that satisfaction can be associated with feelings of acceptance, happiness, relief,

excitement, and delight.

Satisfied customers are most likely to share their experiences with other people to the order

of perhaps five or six people. Equally well, dissatisfied customers are more likely to tell

another ten people of their unfortunate experience. Furthermore, it is important to realize

that many customers will not complain and this will differ from one industry sector to

another.

(Thompson, 1998)It's easy to say “the customer is king,” but harder to walk the talk. Here's

how leading‐edge companies are dealing with customers, and the lessons they're learning

from them.
 CHAPTER-3

ABOUT THE ORGANIZATION

3.1 Introduction

Rani Motors is an authorized sales and service dealership of Maruti Suzuki in Shillong. The

dealership was established on the 20th of November, 1995. It made a humble beginning

with employee strength of 47 employees. Initially, it sold 40 cars a month and serviced 25

vehicles per day. However, in a short span of time, the showroom established its repute and

made a name for itself in the market to tremendously increase its patron base. The company

has always aimed to achieve the highest level of customer satisfaction since its inception,

owing to which it has earned the title of being one of the most trusted Arena showrooms in

Shillong.

Rani Motors, Nongthymmai provides all services related to Maruti Suzuki cars in India

including sales and after-sales services. It also offers genuine parts and accessories of

Maruti Suzuki cars, and undertakes repairs and services for a majority of the car models

while also facilitating replacement of car parts. Rani Motors strives to make the research,

buying as well as post sales engagement easy and uncomplicated for its customers.
 3.2 ABOUT RANIMOTOR

An old gentleman widely known as Bah Tabung was having a big dream in his mind. He

was sharing the dream with his young son-in-law. A Maruti dealership at Shillong ‘let’s go

for it’ said the dynamic young man.

It was a dream cherished by Shri (L) Brancis Nongrum, father –in-law of Bhadeng who

acted as a guiding spirit and patronized his beloved son-in-law to accept the challenge of

establishing Maruti Dealership.

It was the deep knowledge, experience, innovative zeal, managerial skill and organizing

capacity in the field of automobile sector which has given an edge to Bhadeng (Mr.

Lyngdoh) to setup and expand the dealership of Maruti Suzuki a success in Meghalaya.

Rani Motors was established on the 20 of November 95. It was a small beginning with a

handful of staff numbering to 47 employees and with a sale of 40 cars a month. The service

load was 25 vehicles per day.

In the year 2006, Mr. Lyngdoh on entering the political field he has handed over the

dealership to his wife Inoris Rani.

1995 First Showroom at Nongthymmai, Shillong

2003 the exchange of old vehicles with new vehicles. Maruti Pre owned cars.
2004 New world class workshop at Mawblei to provide quality service to our customers.

2006 E-outlet at Jowai to reach out to the rural market of coal mines.

2009 E Outlet Nongpoh.

2010 New Dealership at Mawblei

2011 E-outlet at Nongstoin.

2013 Maruti Driving School at Laitumkhrah Shillong

2016 R Outlet Umsning, Mawkyrwat and Bhoirymbong

“Our motto is to reach our customers with excellent services and retain them as

satisfied customers.”

3.3 VISION & GOAL

Car buying is always everybody's dream and it is very special occasion, we Rani Motors as

a Maruti Car dealership always endeavor to achieve highest level of customer satisfaction

and improving the buying experience for our customers.

We take every step to reach the customer door step to sell a car because we understand that

it is never just a car, it’s always someone's dream.

Our endeavor is to achieve Customer Satisfaction through adherence to systems and

procedures, continuous up gradation of skills through training and constructive interaction.

 3.4 MANAGEMENT

INORIS RANI

CEO/MD

Inoris Rani is by proud a strategic thinker and

Visionary in the businesses. Inoris Rani has been accomplished through her wide range of

skills in innovative planning, quality assurance, organizational development and a driving

force to Rani motors growth and expansion.

 3.5 TEAM

About 23 years of varied experience in the Indian automobile industry in

areas of sales, after-sales, marketing, finance, business development,
product planning, international marketing, strategic planning, logistics,
channel sales and dealer development.

JAMES FRANCIS

GM SALES

SABYACHI DAS DHARMESH CHETRI DANNY R LYNGDOH

WORKSHOP MANAGER BUSINESS MANAGER ARENA BUSINESS MANAGER

SALES NEXA SALES
 3.6 CUSTOMER TESTIMONY

Mr. Chetan Agarwal/business man/Shillong - bought a Celerio AMT

“They are the best sales person. They advise the right car that suit my lifestyle. Highly

experienced in the industry and well-groomed sales executives. “

 3.7 EMPLOYEE TESTIMONY

Sushil Pun – Team Leader Sales

(Exp 12 years in Rani Motors)

“Rani Motors an innovative and exceptional work environment has encouraged me to grow

as a frontline leader in building a strong and large networking of clients and customers.

I’ve overcome challenges and set an example for successful execution in corporate sales. I

strongly believe in their system.

That’s how Rani Motors being the old dealership it empowers its employees and shapes a

person.”
 3.8 CARRIER

We at RANI MOTORS we enhance value through providing challenging and exciting

careers and long-term growth opportunities in a dynamic and ever evolving work

environment.

We are looking for smart, young, self-driven, passionate, good sales person and negotiation

skills, and go- getter individuals across different levels in sales and services at Rani Motors.

Get ready to drive yourself on a fast track and be a Winner!!!

If you have it in your email your resume to us at ranimotors.hr@gmail.com

 3.9 RANI MOTORS
JELLYSHOP NONGTHYMMAI
SHILLONG MEGHALAYA 793014

RANI MOTORS NEXA RANI MOTORS NEXA

AUTHORISED DELAER FOR MARUTI SUZUKI AUTHORISED DELAER FOR MARUTI SUZUKI
INDIA LIMITED, NEXA. INDIA LIMITED, commercial.

Mawlai Nongkwar, Shillong, Meghalaya Lad Nongkrem Laitkor, Shillong, Meghalaya

793017 793010

Phone: Phone:

RANI MOTORS

AUTHORISED DELAER FOR MARUTI SUZUKI INDIA LIMITED, NEXA.

 JOWAI, LADTHADLABOH, OPP, NEAR P.W.D OFFICE.

 MAWBLEI, NH-44 JOWAI ROAD.

 NONGPOH NEAR DTO OFFICE GS ROAD HIGHWAY.

 NONGSTOIN, OPP ASSAM OIL PETROL PUMP.

 NONGTHYMMAI JELLYSHOP.

 UMSNING NH-40, GS ROAD.

 MAWKYRWAT NEAR SBI.

 NEAR AIRPORT ROAD, BHOIRYMBOM, BYPASS HIGHWAY ROAD.

 3.10 Location

Place type Store

Address Mawkyllut, Mawkyrwat, South West Khasi Hills District 793114,

Meghalaya, India

Coordinate 25.3679437,91.4679063

Phone Data is updating……

Website Data is updating……

 3.11 Calculate the selling of a cars:

SUPER CARRY: (By Loan)

Ex-Showroom =477948

Down payment - 100948

Loan Amount =377000

+15000 (processing fees)

=392000

Interest +160720

Total =552720

Emi 4yrs =11515

Insurance =26000

Fast tag -500

Temporary No -1000

HSRP - 1000

Total 28000
Down payment +100948

129448

Consumer Offer -30000

99448

DTO +20000

Total 119448

SUPER CARRY: (By cash)

Showroom 477948

Insurance +26000

Fas tag +500

Temporary No. +1000

HSRP +1000

506448

Consumer offer -30000

476448

DTO +20000
Total 496448

CHAPTER-4

STUDY METHODOLOGY

4.1 Objective of the study

1. To know the Marketing Strategies used by the Organization.

2. To know the perception of the customer toward the marketing strategies of rani

motor.

3. To know the satisfaction level provided by the Organization toward the customer.

4.2 Data sources:

Two types of data sources will be taken into consideration:

 Primary data

 Secondary data

Primary data- Primary data has been collected through personal interview by direct

contact method, the method which was adopted for collection of information is

‘personal interview’ method. Under this project direct collection of data from sources of

information and technique such as personal interview of the customer that came in the

organization during the time while I was doing the researches.

Secondary data- Apart from primary data, Secondary data is indirect information

which has been already collected by someone else and which has been passed through
 statistical processing. under this project secondary data is been collected from public

sources such as internet, journals etc.

4.3 Data collection method

 Sources of data: under this project, the sources of data are those that I have

collected from the respondent customer of the Rani motor.

 Sample size: The sample size for collecting of all the data is 50.

 Area of study: Under this project, although the main branch of Rani motor is in

Jelly shop Shillong East Khasi Hills District, but the area of my study was in

Mawkyrwat South West Khasi Hills District. The choice of the branches is purposes

as the maximum number of customers expected during study period, this study will

be based on primary in function from the visited customer only.

 Tools analysis: To analyse the collected information only one statistical tool is

being used which percentages only.

 CHAPTER-5

Data interpretation and analysis

SECTION-A

Data analysis and interpretation:

In order to collect primary data a total of 50 customer belonging to different age groups

who were given to fill up the questionnaire. The data thus collected, helped in better

understanding the customer perception towards the marketing strategies of Rani motor

Demographic profile of the respondents

Table-2

1) Gender

Options Response

Male 40

Female 10

Analysis: It is found that 80% of the customer were male Gender and rest were female.
Chart-2

Gender

20% Male
Female

80%

Interpretation: It has been observed that 80% of the responses were male and the

remaining 20% were female. Because the main reason is Men are more into car compare to

women.

Table-3

2) Ages

Options Response

18-30 12

30-50 30
 50 & above 8

Analysis: Out of the 50 customers, 30 were the age group of respondents from the age of

30-50, 12 were from the age of 18-30, and 8 respondents were from the age of 50 & above.

Chart-3

Ages

16%
24%
18-30

30-50

50 & above
60%

Interpretation: It is found that 60% of the customer which is the maximum number of

respondents are the age group of 30-50, whereas 24% of the customer are the age of 18-30

and 16% of the customer were at the age of 50 & above.

3) Profession

Table-4

Options Response

Service class 27

Students 3

Others 20
Analysis: From the above table the response from the service class were 27, 3 from

students’ side and 20 from others.

Chart-4

Profession

Service class
40% Students
54%
Others
6%

Interpretation: From the above table 54% responses were from services class, 40% were

from others & 6% were from students. Because Services class are those which were having

their own jobs and they are independent as compare to students and others.

SECTION-B

Table-4

4) Knowing about Rani motor

Options Response

Yes 49

No 1

Analysis: Out of 50, 49 of the customer responses yes.

Chart-5

knowing about rani motor

2%
yes
No

98%

Interpretation: Under this table above 98% of customer responses yes and 2% No. The

reason is, Rani motor was one of the most popular and are known by most of the people

except for those who only heard about the name but they don’t know exactly how they are

working on it.

5) Purchasing a car from Rani motor

Table-6

Options Response

Yes 10

No 40

Analysis: From the Table above, out of 50 10 of the customer responses yes and 40

response No.
Chart-6

Purchasing a car from Rani motor

20%

80%

Yes No

Interpretation: As per the table it shows that 80% of the customer responses No and 20%

responses yes, this is because most of the customer they are new to the rani motor and want

to buy a car and 20% are those who already bought previously.

6) Offer made by Rani motor

Table-7

Options Response

Yes 37

No 13

Analysis: From the table above 37 of the customer responses yes out of 50.
Chart-7

offer made by Rani motor

No
26%

Yes
74%

Interpretation: From the table above table, 74% of the customer were satisfied with the

offer provided by the Rani motor but 26% of the customer expected more offer.

7) Product provide by Rani motor

Table-8

Options Responses

Excellent 5

Very good 12

Good 21

Average 9

Not good 3
Analysis: As per the above table, Different responses from the customer out of 50 I got, 5

customers who response excellent, 12 responses very good, 21 responses goods, 9 of the

customer responses average & 3 responses as not good.

Chart-8

Product provide by Rani motor

Not good Excellent
Average 6% 10%
18% Very good
24%

Good
42%

Interpretation: From the above table most of the customer responses very good & good

because most of the people are satisfied with the product dealt by Rani motor 10%

responses excellent, 18% average & 6 not good because most of the competitor are there so

in most of the people, they might prefer different kind of dealership as compare to Rani

motor.

8) advertising urges to purchase a car

Table-9

Options Responses

Yes 45

No 5
Analysis: As per the responses from the customer 45 responses yes and 5 responses No

Chart-9

advertising urges to purchase a car

10%
Yes
No

90%

Interpretation: Almost 100% responses yes about this question as most of the people or

the customer were urged by the advertisement to bought car from Rani motor.

9) Do you believe in advertisement?

Table-10

Options Responses

Yes 48

No 2

Analysis: from the above table 48 of the customer responses yes out of 50.
Chart-10

Do you believe in advertisement

No
4%

Yes
96%

Yes No

Interpretation: 96% of the customer responses belief in advertisement because with out

advertisement they can will never know the quality of the product, and how can they buy a

cars blindly without knowing anything that is why most of the customer they belief in

advertisement.

10) Which type of advertisement attracted you to purchase a car from Rani

motor?

Table-11

Options Responses

News paper 4

Social media 17

Friends and Family 3

Salesman 26
Analysis: As per the above table 26 responses from the customer that is through sales man

as most attracted advertiser, 17 from social media, 3 & 4 from newspaper and friends &

family.

Chart-11

Which type of advertisement attracted you to

purchase a car from Rani motor?
News paper
8%

Social media
Salesman 34%
52%

Friends and Family

6%

Interpretation: from the above table 52% of the customer says that advertisement provide

by sales man was the most attracted one as the sales man knows everything about the

product because he/she has to study about the material/product. And 34% from social

media as most of the people now they can go through by themselves without coming to the

showroom, 6% & 8% from friends & family and from Newspaper.

 11) How do you find Marketing strategies of Rani motor?

Table-12

Options Responses

Very Good 15

Good 25

Simple 8

Bad 2

Analysis: Maximum of the customer they found it good regarding the marketing strategies

provided by Rani motor, some of them very good, 8 of the customers found it simple and

few as bad.

Chart-12

How do you find Marketing strategies of Rani

motor?

Bad
Simple 4%
Very Good Very Good
16%
30% Good
Simple
Bad

Good
50%
Interpretation: The marketing strategies of Rani motor was good to most of the customer

and for some of them it was very good and simple and for few of them it was bad this is

because the customer was satisfied with the strategies, for the customer who responses very

good and good and 16% say it was simple this is because they might be wanting more

creative strategies from Rani motor. And for those who responses bad it might be that they

be preferring from the other dealership also.

12) Services provided by Rani motor

Table-13

Options Responses

Yes 46

No 4

Analysis: 46 of the customer of Rani motor say yes out of 50.

Chart-13

Services provided by Rani motor

No
8%

Yes
92%

Yes No
Interpretation: Almost 100% of the customer were satisfied with the service provide by

the Rani motor because most of the service were provide by the employees as a salesman.

13) Exchange of your old car is done in Rani motor. How do you feel?

Table-14

Options Responses

Perfect 10

Good 30

Not bad 8

No need 2

Analysis: From the table cited above the responses of the customer are, 30 as perfect, 30 as

good, 8 as not bad, 2 as no need.

Chart-14

Exchange of your old car is done in Rani

motor. How do you feel?

Perfect
4%
16% 20% Good
Not bad
No need

60%
Interpretation: As per the table above 60% responses good, 20% as perfect, 16%

responses not bad and 4% as no need this is because Most of the customer want to get rid of

their old car but they cannot manage or they did not know how to do it, and for few of the

customer they might be having the abilities or talent of dealing with the second-hand car.

CHAPTER-6

Finding & suggestion

6.1 Finding:

 50% says that the marketing strategies of the Rani motor are Goods.

 Rani motor provided not only product but also it is based on services also, and

almost 100% of the customer feels satisfied with the services provided by rani

motor.

 Among all the customer most of them they feel perfect, goods when it comes to

exchanging of their old car as they actually get as a discount or as a down payment.

 Regarding the use of the advertisement in Rani motor, almost 100% of the

customer belief in advertisement and almost 100% of the customer were urge to

purchase a car through advertisement.

 6.2 Suggestion:

The firm need to modify their marketing strategies, as about half of the user indicate that

the marketing strategies in Rani motor are good and the firm must take initiate in direction

to make the strategies much better and more over the people who think that the strategies

are not good will say in the future that the strategies provided by Rani motor are even good

now.

Regarding the advertisement, even though the advertisement provided by Rani motor was

satisfied by most of the Customer and almost 100% of the customer were urge to purchase

a car through advertisement but Rani motor need to keep up their good work and tries to

modify or create more like advertising campaign and all.

Although there is an offer in most of the car in Rani motor, but my suggestion is Rani

motor needed to provide more offer so that they can attract more and more customer in the

future.

Most of the customer were satisfied with the service provided by Rani motor, but as per my

suggestion Rani motor they need to give train to their employees like twice a year so as the

employees will have an excellent skill while interacting with customer, communicating

with customer because now a days we all know that services is a must because if some

organization do not have the best quality of services there will be a red mark for the

organization.
 CHAPTER-7

Conclusion

On the basis of my studies, I conclude that marketing is the most exciting of all business

sports. It is the heartbeat of every successful business. It is continually changing in response

to the explosion of information, the expansion of technology, and the aggressiveness of

competition, at all levels and everywhere.

All business strategy is marketing strategy. Your ability to think clearly and well about the

very best marketing strategies, and to continually change and upgrade your activities, is the

key to the future of your business.

Fortunately, like all business skills, marketing can be learned by practice, experimentation,

and continually making mistakes. The key is to test, test, test. And whatever marketing

strategy is working for you today, no matter how ...

The process of Marketing strategies lets a manager determine whether or not a strategy is in

keeping with the organization’s mission and whether it has a reasonable chance for success.

Finally, the process requires a manager to analyse the impact of the strategy on the

organization before implementation which, as a result, can reduce strategic mishaps.

Although marketing strategies indicate the general approaches to be used in achieving

product objectives, the implementation of these strategies through marketing programmes

is the most time-consuming part of marketing management.

Marketing programmes (such as advertising and sales promotion programmes, and sales

distribution programmes) indicate the specific activities and tactics that will be necessary to

implement a strategy.

For instance, if a strategy requires the firm to achieve distributor cooperation, the details of

how the sales force will achieve cooperation must be worked out.

No matter how appropriate a strategy might appear, it will fail if not properly implemented.

Consequently, clear statements regarding target markets and marketing strategies are

necessary to ensure that the correct programmes and tactics will be developed.

From the foregoing discussions, we can conclude that a marketing strategy serves as the

major link between corporate marketing planning and the situation analysis on the one hand

and the development of specific programs on the other.

 Biography

J.Hooley, G. (march 1992). Generic marketing strategies.

Jr, J. C. (06-Oct-2010). Green Marketing Strategies. Journal of th Academy of Marketing Science.

Morgan, N. W. (2019). . Journal of the Academy of Marketing Science, . Research in marketing.

Singh, H. (May 2006 ). The Importance of Customer Satisfaction.

 REFERENCE

https://www.managementstudyguide.com/marketing-strategy.html

https://yourbusiness.azcentral.com/three-main-objectives-marketing-strategy-

7962.html

https://www.yodiz.com/blog/8-types-of-marketing-strategies-and-definition/

https://www.sevenstepsmarketing.com/marketing-strategy-process.html

https://www.alchemer.com/resources/blog/introduction-to-marketing-mixes-4-ps-of

marketing/

https://yomaps.net/en/IN/meghalaya/rani-motors-linAlJ4To.html

https://www.sciencedirect.com/science/article/abs/pii/0167811694900019
 Questionnaire:

Section-A

1. Gender

a) Male

b) Female

2. Ages

a) 18-30

b) 30-50

c) 50 & above

3. Profession

a) Service class

b) Students

c) Others

Section-B

4. Do you know about Rani motor……?

a) Yes

b) No
5. Have you purchased a car from Rani motor?

a) Yes

b) No

6. Are you satisfied with the offer that Rani motor sets as per different car?

a) Yes

b) No

7. How do you find the car provided by Rani motor.?

a) Excellent

b) Very Good

c) Good

d) Average

e) Not Good

8. Dose an advertising urges you to purchase a car?

a) Yes

b) No

9. Do you believe in advertisement?

a) Yes

b) No
10. Which type of advertisement attracted you to purchase a car from Rani motor?

a) News paper

b) Social media

c) Friends and family

d) Sales man

11. How do you find Marketing strategies of Rani motor?

a) Good

b) Simple

c) Not bad

d) Bad

12. Are you satisfied with the services provided by Rani motor?

a) Yes

b) No

13. Exchange of your old car is done in Rani motor. How do you feel?

a) Perfect

b) Good

c) Not bad

d) No need