suresh project

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1 CHAPTER-1 INTRODUCTION TO THE TOPIC NEED OF STUDY: In today’s intensely competitive, rapidly changing and highly complex environment characterize by diminishing customer loyalty, the need to be market   focused and customer centric is more critical than any other time in past. It is highly imperative for every organization to retain and use valuable information about their customer to enhance their b usiness strategies and product and service offerings. Today, the key focus area of much organization is identification of a link between customer satisfaction and performance. Ho wever, satisfaction as the confirmation of expectation has started to be conceptualizing almost as a threshold for customers. The delivery of satisfaction is the minimum the customer expects. This project is totally focusing on the consumer preferences towards different sales  promotion techniques means which sales promotion technique is mostly preferred by the customer in the city of Vizanagaram and Srikakulam. As the sales promotion techniques are used for the marketing of the product so the research has done in the area of marketing. Today every firm is facing the situation of cut throat competition. So it becomes very important for every firm to promote its product otherwise it cannot survive in the market. These techniques are used in the marketing of product in the last stage which is called retailing. It is the stage from which the  product directly goes in the hand of customer and today India is standing on the threshold of retail revolution and witnessing a great change in its retail landscape i.e. from unorganized retailing to organized retailing. Retail is growing with an annual rate of 40%. Its contribution towards GDP is 11% and towards employment is 8%. So after agriculture retailing is one of the  biggest sources of employment in the country and is one of the largest industries in I ndia. Although retail industry has existed in our country for centuries but it is only the recent past that it is witnessing such a tremendous growth. In Visakhapatnam Varun Motor s Mahindra division has decide to sell their bus in Vizayanagaram and Srikakulam district also. It is attracting the customers with its good services. Most of the customer satisfied by Varun Motors services and facilities.

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CHAPTER-1

INTRODUCTION TO THE TOPIC

NEED OF STUDY:

In today’s intensely competitive, rapidly changing and highly complex environment

characterize by diminishing customer loyalty, the need to be market – focused and customer centric is more critical than any other time in past. It is highly imperative for every organization

to retain and use valuable information about their customer to enhance their business strategies

and product and service offerings. Today, the key focus area of much organization is

identification of a link between customer satisfaction and performance. However, satisfaction asthe confirmation of expectation has started to be conceptualizing almost as a threshold for 

customers. The delivery of satisfaction is the minimum the customer expects.

This project is totally focusing on the consumer preferences towards different sales

 promotion techniques means which sales promotion technique is mostly preferred by the

customer in the city of Vizanagaram and Srikakulam. As the sales promotion techniques are usedfor the marketing of the product so the research has done in the area of marketing. Today every

firm is facing the situation of cut throat competition. So it becomes very important for every firm

to promote its product otherwise it cannot survive in the market. These techniques are used in themarketing of product in the last stage which is called retailing. It is the stage from which the

 product directly goes in the hand of customer and today India is standing on the threshold of 

retail revolution and witnessing a great change in its retail landscape i.e. from unorganized

retailing to organized retailing. Retail is growing with an annual rate of 40%. Its contribution

towards GDP is 11% and towards employment is 8%. So after agriculture retailing is one of the biggest sources of employment in the country and is one of the largest industries in India.

Although retail industry has existed in our country for centuries but it is only the recent past that

it is witnessing such a tremendous growth.

In Visakhapatnam Varun Motors Mahindra division has decide to sell their bus in

Vizayanagaram and Srikakulam district also. It is attracting the customers with its good services.Most of the customer satisfied by Varun Motors services and facilities.

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OBJECTIVES OF STUDY:

Primary objective:

  To enhance the sale of school bus in Varun motors Mahindra devision.

  To know the reason for the less sale in Vizayanagaram and srikakulam districtswhen compared to visakhapatnam.

Secondary objectives:

  To analyze the customer buying behavior.  To find out the satisfaction level of the school bus customer at Varun Motors.  To study the effect of promotion on sales.

SCOPE OF STUDY:

  Study is restricted to various parts of Vizayanagaram and Srikakulam district.  Time frame-there is limited time of two months may and june 2013 .  Analyze the consumer buying behavior at Varun motors.

RESEARCH DESIGN:

Research methodology is away to systematically solve research problem. In it we study

the various step that are generally adopted by researcher in studying his research problem along

with logic behind them. It is necessary for a researcher to know not only the research

method/techniques but also the methodology. It may be noted, in the context of planning &development that the significance of research lines in its quality and not in quantity. Researcher 

should know how to apply particular research techniques, but they also need to know which of these methods or techniques, are relevant and which are not, and what would they mean andindicate and why?

Meaning of Research:“Research is common parlance refers to a search for knowledge. In fact research is an act

of Scientific investigation.”The project was divided in to the following steps. 

1. To decide objective of the Study:

This step is also research problem. Problem definition is the most critical part of theresearch process. Research problem definition involves specifying the information needed by

management. The main objectives of the study are:

  To find out the level of customer satisfaction with the services offered by

Varun Motors Mahindra division.

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2. To decide research design & application:

Research design involves defining the research problem, determining how to collect thedata and from whom, establishing the way the data will be analyzed estimating costs and the

 preparation of the research approach. For this study, descriptive research was selected.

3. To decide Source of data there are two source of data:

 Primary Data  Secondary Data 

Primary data:Primary data is the original data collected specifically for the problem.

Reason for selecting primary data:

In terms of primary data a questionnaire has been used to interview desire sample unitsthat give accurate and up to data information as well better to research problem.

Research approaches:Primary data can be collected in five main ways: through Observation, focus groups,

surveys, behavioral data, and experiments. 

Research instruments:Marketing researchers have a choice of three main research Instruments in collecting

 primary data:

  Questionnaires: A questionnaire consists of questions presented to respondents for their 

answers. Because of its flexibility, the questionnaire is by far the most common

Instrument used to collect primary data. Questions can be open-ended or  closed-Ended. 

  Qualitative measures: Some marketers prefer more qualitative methods for gauging

consumer opinion because consumer actions do not always match their answers to survey

questions. Qualitative research techniques are relatively unstructured measurement

approaches that permit a range of possible responses, and they are a creative means of ascertaining consumer perceptions that may other-Wise be difficult to uncover. 

  Mechanical devices: -Mechanical devices are occasionally used in marketing research.Mechanical devices like galvanometers measure the respondent’s interest or emotions

aroused by exposure to a specific ad or picture.  

Secondary data:Data potentially useful in solving a current problem but that were collected for a

different purpose.

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Reason for selecting secondary data:Secondary data can be gathered quickly and inexpensively, compared to primary data, it

is clear useful to study analyzing the recent development in the quality, technology and servicesoffered by the Mahindra school bus in varun motors.

Contact methods:Once the sampling plan has been determined, the marketing researcher must decide howthe subject should be contact:

  Mail questionnaire: - The mail questionnaire is the best way to reach people who wouldnot give personal interviews or whose responses might be biased or distorted by the

interviewers. Mail questionnaires require simple and clearly worded questions.  Telephone interview: - Telephone interviewing is the best method for gathering

information quickly; the interviewer is also able to clarify questions if respondents do notunderstand them. The response rate is typically higher than in the case of mailed

questionnaires. 

Personal interview: - Personal interviewing is the most versatile method. Theinterviewer can ask more questions and record additional observations about the

respondent, such as dress and body language. Personal interviewing takes two forms. In

arranged interviews, respondents are contacted for an appointment, and often a small

 payment or incentive is offered. Intercept interviews involve going to schools premisesand asking bus staff people for requesting an interview.

  Online interviews: - There is increased use of online methods. There are so many ways

to use the Net to do research. In this method, researcher can include a questionnaire on itsWeb site and offer a people to answer the questionnaire.

4.To decide from of data collection:-

For this project survey method was selected which was carried through person interview.Because information from different customers was required.

5. To organize & collect data:-Once the researcher has formulated and development a research design including

questionnaire second thing he has to decide whether he has to collect the information. From all

the targeted customers. There can be two types of survey are possible.  Sample Survey

  Census Survey

“For this project sample Survey was chosen” 

Characteristics of the sample survey are:-  It is cheaper than census survey  It requires less time  it is economical  More detail information can be collected  Deciding the sample plan requires following decisions  Sample unit “Who is to be surveyed” 

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Sample

Sample is the true representation of the population by studying of the sample we can predict the behavior of the population.

Sample Size: 150(in this case)

Method of Sampling:-In this project, the survey was done within the market that means probabilistic

convenience Sampling was carried out.

6. To process & analyze data:-

After the data was collected it was tabulated, analyzed and interpreted to the conclusion

reach.

Techniques Applied:

Bar Chart:- A chart in which the length of the bar represents the amount of the item

associated with the bar.

Pie Chart:- A circle divided in to sections, such that each section represent the percentage of the total area of a circle associates with one variable.

Types of ResearchAlong with this there may be 3 type of research methodology these are :-

They are –    Exploratory Research  Descriptive Research  Casual Research

“Our research is based on the exploratory research.” 

Exploratory Research:“The objective of this research is to gather preliminary information that will help us to

define the problem and to suggest any hypothesis.” Which means first we have to define the problem and research objective? Then we have

to develop the research plan for collecting information. Now after collection data we have to

interpret those data for any suggestion,

LIMITATIONS   It was assumed that the information given by the respondents is authentic and best of 

their knowledge.  Some of the view given was completely views by customers as they were in a hurry and

were not considered in the data analysis.  The result of the study is applicable to the survey area only.  Time and Money is also one of the important limitations.  Dull process and unwilling respondent also affect the result of the study.

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CHAPTER-2

INDUSTRY PROFILE

Two business giants. One truck company.

Mahindra Navistar Automotives Ltd, Previously called Mahindra International.Mahindra

 Navistar Automotives Ltd. -MNAL; produce Mahindra Navistar trucks, an Indian commercial

vehicle manufacturer formed in 2005 from a joint-venture between two global business leaders Navistar International (49%) of the United States and Indian automobile maker Mahindra &Mahindra (51%).

Mahindra Navistar has started its manufacturing activities for the production of 

commercial vehicles ranging from 3.5 – 49 tons. The products of MNAL are currently sold under 

the trademark of Cab king, Load king and Tourister.

In December 2012, Navistar announced that they were selling their stake to Mahindra andexiting both joint ventures, Mahindra Navistar and Mahindra Navistar Engines.

MNAL product range will be engineered to fulfill the requirements specific to Indian

 business, with the technological support of Navistar.The Mahindra Navistar trucks are manufactured at M&M's new Greenfield Plant at

Chakan, near Pune. It is a state-of-the-art manufacturing facility spread over 700 acres with

investments of over Rs. 4,000 crore.

The Mahindra Navistar team has over 800 people involved in the development andsupport of its Indian products. A number of exclusive dealerships in addition to the existing

M&M centers are being set up to foster the sales and service network for the company.

Briefly About MAHINDRA & MAHINDRA

  What began in 1945 as a Willy’s Overland Jeep assembling setup has now grown to become one of the top 10 industrial houses and most trusted names in India.

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  Today, Mahindra has 60 years of experience in the manufacturing, engineering and

distribution process.  Top 200 Most Reputable Companies in the World, as listed by Forbes. Mahindra

employs over 100,000 people and has several state-of-the-art facilities in India and

abroad. 

Mahindra is the market leader in multi-utility vehicles in India and is amongst the top 4independent utility vehicle manufacturers in the world.

Mahindra consolidated a joint venture with Navistar Inc., a market leader in trucks and

 buses in the USA and the world’s largest mid-range engine manufacturer.

The new entity, Mahindra Navistar, is all set to roll out the entire spectrum of commercialvehicles in India. Ranging from 3500 kgs to 49000 kgs GVW/GCW, these vehicles aim at

establishing new standards of reliability, efficiency and customer centrism that are previously

unheard of in the commercial vehicle industry.

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CRDe or Common Rail Diesel Engine is another name (by Mahindra) for world-

renowned 'Common Rail Direct Fuel Injection' technology. Many car manufacturers in India and

world are using this technology with different names. You must have listened CRDI engines inHyundai cars, TDCi in Ford (Fiesta diesel in India), Dicor (new Safari) in Tata and CDI in

Mercedes.

Hence what is CRDe ? and how it applies to engines for cars and trucks? its being usedextensively all over the world for a decade now. As we all know diesel is not as good fuel as petrol. It doesn't burn as easily as petrol so to make it burn inside cylinders, its sprayed into the

cylinders, which then compressed and exploded. Problem with methodology is that the diesel

and air fuel doesn't get enough compression and some of it remain unburnt which lead to poor fuel efficiency and poor performance of engine.

In Common Rail Injection, a common rail (you can consider it as hollow tube or pipe) is

connected to fuel storage. Diesel is stored at very high pressure usually upto 1600-1800 bar.

Valves fitted in this common rail are used to inject this high-pressure diesel into cylinders. Sincediesel already has very high pressure, it burns easily and more efficiently. This pressure doesn't

depend on engine-speed, so this efficient combustion is there at low as well as high speeds. Since

in Common Rail systems fuel-air mixture is burnt almost completely, engine becomes more fueleconomic and power too goes up considerably. Since fuel is burnt more easily, the noise at the

time of combustion is also lesser. These are the major advantages of a Common Rail system.

Adopting Common Rail technology in diesel engines is becoming a necessity, that is why every

car manufacturer in India is going for it. Mahindra and Tata are no exceptions.However, CRDe has also provided a tremendous boost in diesel-engine performance. The

improvement is mainly due to the common-rail design, which has tubes that connect all the

injectors. The newest electronic technology has also allowed CRDe engines to better control theamount of fuel used, the pressure within the system and the timing of both the injection of fuel

and the electronic charge applied to make the fuel burn. Injectors in the common rail direct

injection engine have controls on the injector heads that allow slight variances in the amount of 

fuel put into the cylinders.As is the case with almost all automobiles, trucks and motorized equipment today, a

“computer” or electronic “brain” controls the various factors, including amount of fuel, timing of 

injection, timing of the charge and the pressure within the tubes or common rails. According tothose who have used this technology in both test and commercial applications, the CRDe method

greatly reduces engine and vehicle vibration, allows the engine and vehicle to run more quietly

and reduces the cost of operation significantly.CRDe for diesel vehicles has improved performance by as much as 25 percent, according

to some studies. This gives the vehicle more power and makes the technology more attractive for 

 passenger vehicles. These engines run much more smoothly, with efficiency greatly enhanced by

higher pressure possible in the common-rail or tube design. While the CRDe engine is a littlemore expensive than previous technologies, the savings in fuel cost can help recoup the initial

expensive over time.

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ORGANISATIONAL PROFILE

The Founder and Managing Director, Mr. V. Prabhu Kishore has over 35 years of 

experience in Automobile business of top OEMs in India.

The start of automobile business for Mr. Prabhu Kishore began in 1975 with PadmajaCommercial Corporation, a firm founded in 1950 by his late father V.K.R.Chowdary.

In 1988, Mr. Kishore established his own enterprise VARUN FINANCE (Auto finance)which marked the birth of the Varun group.

Sales & Service statistics of Varun at the end of 31st March 2010 :-

Location  No. of 

Showrooms No. of 

Workshops Sales Volume

(Annually) Service Volume

(Annually) No. of vehicles

Financed 

Hyderabad (Maruti) 5 6 10218 89000 7538

 Nizamabad (Maruti) 1 1 880  7608  656 

Vizag (Maruti) 3 5 3855 55546  2226 

Vijayawada (Maruti) 5 5 2686  33430  15357 

Vizag (Bajaj) 29 26 22424  119899 15357 

Vijayawada (Bajaj) 22 21 17694  97180 12522 

Varun JCB 1 2 301  7960  286 

Mahindra Navistar 3 2 523  3052  497 

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Social Responsibility :

A modern medical diagnostic centre in memory of the M.D.’s parents is serving over 114 poor 

 people a day at Vizag, in addition to an orphanage with 18 children at Vijayawada.

Varun Industrial Training Centre(I.T.C): We train 50 boys in diesel mechanic and body shop

skills over a period of one year and they are predominantly absorbed by Varun Group for their various divisions.

Dealership Achievements :

The management practices at Varun complements the pursuit of perfection. The speed of adaptation to change and commitment to growth largely boosted the operational efficiency of the

organisation. Behind the success of Varun Group, lies the saga of team work, empowerment,

aggressive marketing, discipline, higher levels of sensitivity towards customers and excellent HR 

 practices.

Our dealership practices and performance have made us the largest automobile dealer in A.P andone of the top dealers for Bajaj and Maruti in the country. Varun, by far has the largest net-work and own automobile infrastructure in A.P. Below are few of our dealership achievements at the

national level.

  Varun Motors was awarded Maruti PLATINUM award Eight times consecutively for the

 past 10 years in Balanced Scorecard ( Platinum award is the highest rated award in

Maruti)

  Adjudged India’s No.1 Maruti dealer in Balanced Scorecard in 2003-2004.

  Committed Customer Service got us the ISO 9001 – 2008 Certification.

  Govt of AP awarded "Best dealer award for payment of tax (VAT) & Compliance to

APVATprovisions in2001-02 and 2006-07".

Varun's Success Mantra :

  At Varun, the management interacts directly with customers, and communication is seen

across all levels of management, to increase operational efficiency.  We follow best practices like Customer Education Meet, Exclusive Test Drive Team

and few other HR practices have been adopted by Maruti Suzuki and other dealerships

across the nation.

  We empower people and truly believe in delegation with discipline.  Strong Systems and adherence to the same from M.D. to at tender.

  Many innovative and flexible in-house finance schemes have raised the affordabilitylevels of customers.

  We focus on total customer satisfaction.  Serving the customer at his door step with workshops expansion.

  Rural marketing with mobile showrooms, Finance, and service back-up.  All vehicle related Services under one roof.

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CHAPTER-3

THEORITICAL FRAMEWORK 

LITERATURE REVIEW: 

Marketing is a societal process which discerns consumers' wants, focusing on a product or service to fulfil those wants, attempting to move the consumers toward the products or services

offered. Marketing is fundamental to any businesses growth. The marketing teams (marketers)

are tasked to create consumer awareness of the products or services through marketingtechniques. Unless it pays due attention to its products and services and consumers' techniques.

Unless it pays due attention to its products and services and consumers' techniques. Unless it

 pays due attention to its products and services and consumers' techniques. Unless it pays due

attention to its products and services and consumers' selling . It is also concerned withanticipating the customers' future needs and wants, which are often discovered through market

research. Essentially, marketing is the process of creating or directing an organization to besuccessful in selling a product or service that people not only desire, but are willing to buy.Therefore good marketing must be able to create a "proposition" or set of benefits for the end

customer that delivers value through products or services.

A market-focused, or customer-focused, organization first determines what its potentialcustomers desire, and then builds the product or service. Marketing theory and practice

is justified in the belief that customers use a product or service because they have a

need, or because it provides a perceived benefit.

Two major factors of marketing are the recruitment of new customers (acquisition) and

the retention and expansion of relationships with existing customers (base management). Once amarketer has converted the prospective buyer, base management marketing takes over. The process for base management shifts the marketer to building a relationship, nurturing the links,

enhancing the benefits that sold the buyer in the first place, and improving the product/service

continuously to protect the business from competitive encroachments.

For a marketing plan to be successful, the mix of the four "Ps" must reflect the wants and desires

of the consumers or Shoppers in the target market. Trying to convince a market segment to buy

something they don't want is extremely expensive and seldom successful. Marketers depend oninsights from marketing research , both formal and informal, to determine what consumers want

and what they are willing to pay for. Marketers hope that this process will give them a

sustainable competitive advantage . Marketing management is the practical application of this process. The offer is also an important addition to the 4P's theory. Within most organizations, theactivities encompassed by the marketing function are led by a Vice President or Director of 

Marketing. A growing number of organizations, especially large US companies, have a Chief 

Marketing Officer position, reporting to the Chief Executive Officer .

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The American Marketing Association (AMA) states, "Marketing is an organizational function

and a set of processes for creating, communicating and delivering value to customers and for 

managing customer relationships in ways that benefit the organization and its stakeholders.".

Marketing methods are informed by many of the social sciences , particularly psychology ,

sociology , and economics . Anthropology is also a small, but growing influence. Marketresearch underpins these activities. Through advertising , it is also related to many of the creativearts. Marketing is a wide and heavily interconnected subject with extensive publications. It is

also an area of activity infamous for reinventing itself and its vocabulary according to the times

and the culture.

Two levels of marketing-

Strategic marketing attempts to determine how an organization competes against its competitors

in a market place. In particular, it aims at generating a competitive advantage relative to itscompetitors.

Operational marketing executes marketing functions to attract and keep customers and

to maximize the value derived for them, as well as to satisfy the customer with promptservices and meeting the customer expectations. Operational Marketing includes the

determination of the marketing mix (4 Ps).

Four Ps - In the early 1960's, Professor Neil Borden at Harvard Business School identified anumber of company performance actions that can influence the consumer decision to purchase

goods or services. Borden suggested that all those actions of the company represented a

“Marketing Mix”. Professor E. Jerome McCarthy, also at the Harvard Business School in theearly 1960s, suggested that the Marketing Mix contained 4 elements: product, price, place and

 promotion. In popular usage, "marketing" is the promotion of products, especially advertising

and branding. However, in professional usage the term has a wider meaning which recognizes

that marketing is customer-centered. Products are often developed to meet the desires of groupsof customers or even, in some cases, for specific customers. E.Jerome McCarthy divided

marketing into four general sets of activities. His typology has become so universally recognized

that his four activity sets, the Four Ps, have passed into the language.

The four Ps are:

1. Product: The product aspects of marketing deal with the specifications of the actual goods or services, and how it relates to the end-user's needs and wants. The scope of a product generally

includes supporting elements such as warranties, guarantees, and support.

2. Pricing: This refers to the process of setting a price for a product, including discounts. The price need not be monetary - it can simply be what is exchanged for the product or services, e.g.

time, energy, psychology or attention.

3. Promotion: This includes advertising, sales promotion, publicity, and personal selling, branding and refers to the various methods of promoting the product, brand, or 

company.

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4. Placement (or distribution): refers to how the product gets to the customer; for example, point

of sale placement or retailing. This fourth P has also sometimes been called Place, referring to

the channel by which a product or services is sold (e.g. online vs. retail), which geographicregion or industry, to which segment (young adults, families, business people), etc.

These four elements are often referred to as the marketing mix,[1] which a marketer can use tocraft a marketing plan. The four Ps model is most useful when marketing low value consumer  products. Industrial products, services, high value consumer products require adjustments to this

model. Services marketing must account for the unique nature of services. Industrial or B2B

marketing must account for the long term contractual agreements that are typical in supply chaintransactions. Relationship marketing attempts to do this by looking at marketing from a long

term relationship perspective rather than individual transactions.

As a counter to this, Morgan, in Riding the Waves of Change (Jossey-Bass,1988),suggests that one of the greatest limitations of the 4 Ps approach "is that it

unconsciously emphasizes the inside – out view (looking from the company outwards), whereas

the essence of marketing should be the outside – in approach". Nevertheless, the 4 Ps offer amemorable and workable guide to the major categories of marketing activity, as well as a

framework within which these can be used.

Sales promotion-Promotion involves disseminating information about a product , product line , brand , or company. It is one of the four key aspects of the marketing mix .Sales promotion is an

important component of a company's marketing communication strategy along with advertising,

 public relations, and personal selling. At its core, sales promotion is a marketing activity thatadds to the basic value proposition behind a product (i.e., getting more for less) for a limited time

in order to stimulate consumer purchasing, selling effectiveness, or the effort of the sales force.

As this definition indicates, sales promotion may be directed either at end consumers or at selling

intermediaries such as retailers or sales crews. Sales promotion stems from the premise that any brand or service has an established perceived price or value, the "regular" price or some other 

reference value. Sales promotion is believed to change this accepted price-value relationship by

increasing the value and/or lowering the price. Familiar examples of consumer sales promotiontools include contests and sweepstakes, branded give-away merchandise, bonus-size

 packaging, limited-time discounts, rebates, coupons, free trials, demonstrations, and

 point-accumulation systems. Three issues clarify sales promotion. First, sales promotion ranks inimportance with advertising and requires similar care in planning and strategy development.

Second, three audiences can be targeted by sales promotion: consumers, resellers, and the sales

force. And third, sales promotion as a competitive weapon provides an extra incentive for the

target audience to purchase or support one brand over another. This last factor distinguishes sales promotion from other promotional mix tactics. For example, unplanned purchases may be

directly related to one or more sales promotion offers. In order to understand the basic role and

function of sales promotion, one must differentiate between sales promotion and other 

components of the marketing mix. Sales promotion usually operates on a short timeline, uses amore rational appeal, returns a tangible or real value, fosters an immediate sale, and contributes

highly to profitability. The idea of contribution to profitability may be confusing. It is simply the

ratio between what is spent on a promotional mix compared to the direct profitability generated by that expenditure. A few exceptions to the above characteristics do exist. For example, a

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sweepstakes might use a very emotional appeal, while a business-to-business ad may be very

rational.

Promotion is generally sub-divided in the textbooks into two parts:

  Above the line promotion : Promotion in the media (e.g. TV , radio , newspapers, Internet

) in which the advertiser pays an advertising agency to place the add.  Below the line promotion : All other promotion. Much of this is intended to be subtle

enough that the consumer is unaware that promotion is taking place. E.g. sponsorship ,

 product placement , endorsements, sales promotion , merchandising , direct mail ,

 personal selling, public relations , trade shows Marketing Communication Reaches large,geographically dispersed audiences, often with high frequency; Low cost per exposure,

though overall costs are high; Consumers perceive advertised goods as more legitimate;

Dramatizes company/brand; Builds brand image; may stimulate short-term sales;

Impersonal, one-way communication; Expensive.

Most effective tool for building buyers’ preferences, convictions, and actions; Personal

interaction allows for feedback and adjustments; Relationship oriented; Buyers are moreattentive; Sales force represents a long-term commitment; Most expensive of the promotional

tools May be targeted at the trade or ultimate consumer; Makes use of a variety of formats:

 premiums, coupons, contests, etc.; Attracts attention, offers strong purchase incentives,

dramatizes offers, boosts sagging sales; Stimulates quick response; Short-lived; Not effective at building long-term brand preferences Highly credible; Very believable; Many forms: news

stories, news features, events and sponsorships, etc.; Reaches many prospects missed via other 

forms of promotion; Dramatizes company or product; Often the most under used element in the promotional mix; Relatively inexpensive (certainly not 'free' as many people think--there are

costs involved)

Many forms: Telephone marketing, direct mail, online marketing, etc.; Four distinctive

characteristics: Non-public, Immediate, Customized, Interactive; Well-suited to highly-targetedmarketing efforts.

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CHAPTER-4

ANALYSIS OF STUDY

1) How it look mahindra cosmo tourist school bus ?

Table No.4.1

Customer’s Opinion  Percentage responded 

Excellent 33%

Very Good 27%

Good 20%

Average 18%

Poor 2%

Figure No 4.1

Data Analysis

The analysis shows that there is 33% Customer’s opinion for excellent, 27% for Very good,20%for good and there is also 18% opinion is average and 2% for poor.

33%

27%

20%

18%

2%

Excellent

Very Good

Good

Average

Poor

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Data InterpretationThe Cosmo bus has taken to a large no. of customers for a demo and interact with them, it

increase the customer relationship and also helps to increase the sales of the company.

2) How you feel when compared to the other competitors?

Table 4.2

Customer’s Opinion  Percentage responded 

Excellent 38%

Very Good 21%

Good 26%

Average 10%

Poor 5%

Figure 4.2

Data Analysis

The analysis shows that there is 38% Customer’s opinion for excellent, 21% for Very good,26%

for good and there is also 10% opinion is average and 2% for poor.

Data Interpretation

38%

21%

26%

10%5%

Excellent

Very Good

Good

Average

Poor

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The cosmo bus was totally changed and developed according to the customer feedbacks of 

 previous version.

3) when compared to cost with other competitors how you feel?

Table 4.3

Customer’s Opinion  Percentage responded 

Excellent 21%

Very Good 23%

Good 15%

Average 21%Poor 20%

Figure 4.3

Data Analysis

21%

23%

15%

21%

20%

Percentage responded

Excellent

Very Good

Good

Average

Poor

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The analysis shows that there is 21% Customer’s opinion for excellent, 23% for Very good,15%

for good and there is also 21% opinion is average and 20% for poor.

Data InterpretationThe Cosmo.bus has so many features and it was developed with CRDe engine and it makes little

 bit cost when compared to cogitator bus.

4) How you feel the service offered by the varun Mahindra service centre?

Table 4.4

Customer’s Opinion  Percentage responded 

Excellent 31%

Very Good 23%

Good 22%

Average 16%

Poor 8%

Figure 4.4

Data Analysis

31%

23%

22%

16%

8%

Percentage responded

Excellent

Very Good

Good

Average

Poor

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The analysis shows that there is 31% Customer’s opinion for excellent, 23% for Very good,22%

for good and there is also 16% opinion is average and 8% for poor.

Data InterpretationThe Varun centre has a good service centre with all facilities and spare parts.

5) The availability of service centre ?

Table 4.5

Customer’s Opinion  Percentage responded 

Excellent 34%

Very Good 20%

Good 22%

Average 21%

Poor 3%

Figure 4.5

Data AnalysisThe analysis shows that there is 34% Customer’s opinion for excellent, 20% for Very good,22%

for good and there is also 21% opinion is average and 3% for poor.

34%

20%

22%

21%

3%

Excellent

Very Good

Good

Average

Poor

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Data InterpretationThe Varun centre has a good service centre with all facilities and spare parts and it is available in

all days.

6) Quality of service offer by service centre?

Table 4.6

Customer’s Opinion  Percentage responded 

Excellent 34%

Very Good 20%

Good 32%

Average 11%

Poor 3%

Figure 4.6

Data Analysis

The analysis shows that there is 34% Customer’s opinion for excellent, 20% for Very good,32%for good and there is also 11% opinion is average and 3% for poor.

Data Interpretation

34%

20%

32%

11%3%

Percentage responded

Excellent

Very Good

Good

Average

Poor

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The Varun centre has a good service centre with all facilities and spare parts and it is available in

all days and it offer a quality service.

CHAPTER-5 FINDINGS

Findings

  Varun Mahindra has a large no. of customers those are satisfied with the services, it

increase the customer relationship and also increase the sales of the company.  Varun has friendliness of delivery point, Varun use effective techniques for take attention

of customer’s.  Varun motors has very good and more service centres, by this customer can easily do

service for their bus.  Varun motors has large no. of satisfied customers by its services and offers. .