Presented by:-

Akash Singh

Automotive Sector

www.powerpointpresentationon.blogspot.com

STUDY OF BOP AND MINI TRUCK SEGMENT

o Mahindra & Mahindra group is one amongst the big business houses of India.

o The Mahindra Group’s Automotive Sector is in the business of manufacturing and marketing utility vehicles and light commercial vehicles, including three-wheelers

o Mahindra & Mahindra was set up in 1945 as Mahindra & Mohammed.

o The name was changed from Mahindra & Mohammed to Mahindra & Mahindra in 1948.

o Mahindra & Mahindra Limited, the flagship company of the Group, was set up as a franchise for assembling general purpose utility vehicles from Willys, USA.

o The Group exports its products to several countries in Europe, Africa, South America, South Asia and the Middle East.

There are two segments:-

1. Passenger 2. Loading

Passenger segments include - TATA IRIS, TATA VENTURE, TATA WINGER, TATA MAGIC, Mahindra Alfa, TVS king, Bajaj ape, Maruti Omni etc.

Loading segments include - TATA ACE, TATA 207, TATA 407, TATA ACE, Mahindra GIO Compact Truck etc.

Existing

Products

Product- TATA IRIS

Specifications :-Engine - 611 cc- Single Cylinder water cooled diesel engineMaximum Power - 11 HPMaximum Torque - 31 NMTop Speed - 55 kmphGear Box - 4 fwd + 1 reverse (Synchromesh with cable shift)Brakes - Hydraulic Drum TypeTyres - 12” RadialSeating - 4+1Fuel Tank Capacity - 10 Liters

Features:-Hard Steel RoofClear Lens Head Lamps & Tail LampsBS|||Stylish dash board with storage spaceSliding driver seat

Standard

Deluxe

Deluxe

Luxury

Non ACSeating- 12+1/13+1FR 2800WB

Non AC/ACSeating- 12+1/13+1FR 3200WB

Non AC/ACSeating- 12+1/13+1HR 3200WB

ACSeating- 9+1FR 3200WB

TATA WINGER

Price & Variants

COMPETITION

COMPETITION ?TATA IRIS

TATA WINGER ?

TATA IRIS

is bought mostly by Lower – Middle class people whose income ranges from 1,20,000 to 3,00,000 Rs. per year

TATA WINGER

is bought mostly by lower upper middle class and upper middle class people whose income ranges from 3 lakh to 8 lakh Rs/year

Income

Analyzing Usage of the vehicles

TATA IRIS

TATA WINGER

BOP Passenger Templates

Magic D+7

Omni Passenger

Alfa Passenger

GIO Passenger

Analysis of BOP

Analysis of 5 seater and 9+1 seater vehicle

Analysis of customer preference about BOP

Objective

Null hypothesis

Ho = There are no customers in a favor of 5 seating and 9+1 seating

Alternate hypothesis

H1= 60% customer are in a favor of 5 seating and 9+1 seating

H1= More than 60% customer are in a favor of 5 seating and 9+1 seating.

H1-= Less than 60% customer are in a favor of 5 seating and 9+1 seating.

T-test

Correlation

*. Correlation is significant at the 0.05 level (2-tailed).

Most of the customers prefer C.N.G. vehicles in the market

Most of the customers are satisfied with the availability of spares in the market.

There should be at least 4 variants in 9+ seater.

9+ seater should be for professional employee, school, college, tour, hotels and organizational purpose.

9+ seater should be like that where passenger feel comfortable.

Most of the customer who have yearly income more than 3 lakh, they prefer 9+1 seater vehicle.

Product should be as compare to TATA IRIS, TATA WINGER

Cost or price of 9+1 seater should be of between 5 lakh to 7 lakh.

Cost of 5 seater vehicle should be of between 1,70000 to 3 lakh.

Most of the customer who have yearly income between 1,20000 to 2 lakh, they prefer 5 seater vehicle.

5 seater vehicle should be of more earning from which customer could earn at least 12 to 20 thousand Rs./month.

More than 60% customer customers are in favor of 5 seating and 9+1 seating.

For the 3+1 seater vehicle, black and yellow colour are acceptable colour.

There are no competitor of TATA IRIS and TATA WINGER.

There are few information given in the table of BOP templates.

Product

Price

Place

Promotion

4 p’s of marketing

From Classes in first year used in summers:

Marketing theories - 4Ps , Marketing tools

Marketing strategies – Competitor Analysis, Customer Reviews

Product Specification

Consumer Behavior

Marketing Research

From Summer Internship :

Handling Customers and knowing their behaviors practically

Managing relations - Co-ordination between senior and junior, Managing with competitors’ dealers

Time management

Discipline enhancement

Improvement in communication

How to get work done

NO COMPETITOR

Launch new product as compare to TATA IRIS and TATA WINGER

http://www.mahindra.com/OurBusinesses/automobile-manufacturer.html

http://www.mahindra.com/Heritage/History.html

Thank you