Summer Training Report

ON“Study of Customer Satisfaction with reference to JCB”

Submitted In Partial Fulfillment Of the Requirement Of

Degree in Bachelor Of Business Administration

Session 2008-11

Submitted to: Submitted By:Mr. Shyam Bihari Dubey Amit KumarFaculty of Marketing Semester BBA V College Roll No: 802

Registration.08-IMTF-4303

Institute of Management & Technology

(Approved by AICTE & affiliated to Maharshi Dayanand University, Rohtak)

Near Sai Dham, Tigaon Road, Faridabad-121002

NAB - AICTE ACTE Accredited Institute

PREFACE

Someone has greatly said that practical knowledge is far better than classroom

teaching. During this project I fully realized this and come to know about the present

real world of marketing. Since it includes all the activities involved in selling goods or

services directly to final customers. I am pleased to know about the consumers’ wants

and competitors activities in the real world of marketing.

The subject of my study was sales promotion. I have done by applying various tools

like Tele calling and through direct interaction with customer’s .I have also done a

market survey with the use of a questionnaire to know the clients interest towards the

JCB products.

The success of any business entity solely depends on how effectively does it utilizes

its optimum resources and how soon does it make arrangements for the removal of the

customer’s grievances. Moreover, the company should always be ready to make

necessary changes according to the requirement in order to attract more customers so

as to maintain a substantial growth in the market

I have tried to put my best efforts to complete this task on the basis of skill that I have

achieved during my studies in the institute.

I have tried to put my maximum effort to get the accurate statistical data. If there is

any error or any mistake in collecting the data, please ignore it.

OBJECTIVES

The primary objectives of the project are as mentioned below:

1. To assess the customer satisfaction level

2. Proper understanding and analysis of the JCB India Ltd.

3. To study the brand image of JCB India Ltd.

4. Proper understanding of promotional tools prevailing in the company.

5. To suggest the ways to promote JCB as brand.

6. To know strength, weakness, opportunities and threat of JCB brand image.

METHODOLOGY

Because the objective of a survey is to find new hypothesis, flexibility and feedback

from the customers. However, three lines of attack may aid in finding hypothesis of

value:

Study of secondary sources of information.

Survey of individuals who are apt to have ideas on the ideas on the general

subject.

Analysis of selected cases.

Field work for the JCB India customer satisfaction survey was conducted between

MAY and JUNE 2006.

Sample was provided by JCB India limited.

Interviews are pre arranged and conducted face to face.

The study combined two of the standard JCB customer satisfaction Questionnaires on

sales and delivery and service, as the central research instrument.

SAMPLE DISPOSTION

Number of interviews conducted is 50

INDUSTRY PROFILE

HISTORY OF EARTH MOVING

The movement of earth and the remodeling of the landscape have always being a

source of fascination for man. Man has acted as ‘Architect” throughout his entire

civilized past with the building and moving of earth constantly playing an important

role. But the first traces of our cultural heritage are not only to be found in art. But

also in building and agriculture.

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

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

the Neolithic age to the copper age, the change from hoe farming to the plough culture

took place. It was at this time that the oldest known piece of earth moving equipment

appeared: the simple wooden plough.

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

invented it was to undergo a tremendous change transforming it into what was to

become today’s grader and scraper and into other importance of earth moving

equipment.

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

technical possibilities and the every day working world of our forefathers. The

development of earth moving machines tells the story of our culture, as does the art or

the history of the people and the states.

The quickly forgotten development of building techniques never attracts the same

attention as the history of weapons for example either in public or in museum. It is for

these reasons among others that the history of these machines was finally written

down as comprehensively as possible for safekeeping.

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

construction equipment there would be no longer stretches of road and rail

networks, no great water ways and or airports. Dams would not be as high as there are

there would be no connecting bridges or tunnels.

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

machines took over the dredging of ports, canals and the rivers, not save on manual

labors was cheap but because manual work prove to be impact in practical. early

machines were built for use on waterways. Then come to the next stage of

development.

With the world changing invention of the railway, earth moving machines were

adopted for use on rails and were use to build the railway as well as being transported

by rail.

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

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

these machines were used in the construction of roads and motorways especially

during the middle of 28th century.

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

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

drag bucket pulled along by animals can be seen as the first specialized earth-moving

device. It was the development of plough, already thousands of years old when the

drag buckets was first use.

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

be sure but a worker using a pickaxe and shovel and with a basket on this back could

move roughly to 2 cubic meter of earth over a distance of 200 meter’s in the course of

12 hours a day. By comparison building of San – Dam in California in 1964 almost

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

COMPANY PROFILE

HISTORY

JCB INDIA LIMITED was oldest earth moving Construction Company and was

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

United Kingdom is ranked in the top 5 manufacturers of earthmoving and

construction equipment in the world. The company sells its products in over 130

countries and is the world’s no. 1 in the Backhoe Loader or the Excavator – Loaders

market. Stated below is a synopsis of JCB India corporate:

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

a major Indian engineering conglomerate and player in the Indian Earthmoving and

Construction Equipment Industry (EMCE) joint hands to form Escorts JCB (EJCB),

a joint venture.

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

June rolls out its first equipment – an excavator loader. The Excavator- Loader was a

machine for the Indian EMCE market making the beginning of mechanization of

small and medium sized jobs. The first model was JCB 3C MarkIII.

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

improvements and during this period, two succeeding models JCB 3C MarkIV and

JCB Mark V were launched. Each model was a further improvement on the previous

one. All these models were extremely successful as they were widely accepted this

new concept and mid-sized machine. These machines were used forloading, dozing,

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

years.

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

in field- the only ones of their kind then and even now.

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

largest selling model in the country.

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

network, comprising over 20 dealerships with 50 outlets.

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

The installation of shot blasting machines and a state-of-the-art paint shop,

helped give a better finish and longer lasting paint, making the machines more

durable.

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

loader – JCB 5D, giving better excavation and loading capacities and the other

were JCB 430 Z Articulated loading shovel.

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

performing varied jobs such as that of a loader, crane, forklift and maintenance

platform. It was a huge success with industries.

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

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

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

machine downtime.

2001: The JCB 4CX Excavator-Loader was launched. This machine set standards

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

2002: BY this year, EJCB had totally sold over 10000 machines, and had over 100

dealers.

2003: JCB increased its stake from 40 % to 60%. The JCB 3D was redesigned with a

more powerful engine hydraulic system and a more comfortable cabin. Its

sales crossed the 12,000 mark.

2004: Enhances its range by offering JS 200 Track Excavator and JCB skid steer

loaders. Also launched the two-wheel drive version of JCB 4CX and the new

look JCB 3D.

2005: Globally, JCB, the 5th largest manufacturer of construction equipment in the

world grew its worldwide market share to over 20% to regain its position as

the No 1 manufacturer of Backhoe loaders in the world

2006: EJCB is bought by JC Bamford Excavators Limited and becomes JCB

India Ltd.

THE NETWORK

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

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

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

In addition, to the above there are three parts depots at Calcutta, Chennai, and Pune to

provide a quick support to the dealerships in the regions. With intelligent parts

stocking at Head Office and depots outlets, response time to any machine has come

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

within 24 hours of receipt of requirement.

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

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

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

is operational at all times.

JCB ZONAL NETWORK

NORTH ZONE EAST ZONE

DEALERS: 10 DEALERS: 10

OUTLETS: 27 OUTLETS: 25

CENTRAL ZONE

DEALERS: 04

OUTLETS: 13

WEST ZONE SOUTH CENTRAL

DEALERS: 05 DEALERS: 4

OUTLETS: 18 OUTLETS: 22

SOUTH ZONE

DEALERS: 05

OUTLETS: 43

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

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

support backup throughout the country to ensure that the machine downtime is the

bare minimum.

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

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

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

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

time.

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

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

provided to its valued customers are: -

1. Service campaigns being undertaken from time to time to provide free preventive

maintenance services to its customer’s at their doorsteps.

2. Parts marketing campaigns to make the customer’s aware about the long-term

benefits of using “JCB Genuine Parts” in their machines.

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

its customer.

4. Training campaigns to upgrade the skills of the machine operators. This helps its

customers to get the best possible output from machine.

JCB’S VISION

JCB plans to deliver the best customer support in the industry- putting the

customer at the very heart of the business.

MISSION STATEMENT

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

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

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

community.

QUALITY POLICY

1. Customers are the cores of the business and all the action must lead to delighting

them.

2. Resources will be provided to continually improve the process to meet changing

customer requirements, always improving quality, reliability and responsiveness.

3. Good working relationships will be constantly strove for that is founded on trust,

respect and fairness. Work must be done as to solve problems in an open and

constructive manner.

4. A good reputation as hard won and easily lost. Affairs must be conducted in the

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

GENERAL POLICY STATEMENT

1. Its business is conducted in accordance with the best contemporary practices for

the promotion of Health and Safety at Work, including the prevention of

occupational risks.

2. Health, Safety and Welfare of employees and others affected by the business

undertaking will be treated with a level of importance equal to that of any other

function.

3. A safe and healthy working environment is established and maintained by the

development of safe systems of work, using risk assessment to determine the level

of risk and necessary controls.

4. There is full compliance with the relevant provisions of national legislation for

Health and Safety as it affects employees at work and the general public.

5. Provide information, instruction and training as is necessary to secure the Health

and Safety of all employees.

6. Managers at all levels are encouraged to regard Health and Safety matters as an

integral part of their function and the prevention of all accidents involving

personal injury or property damage is essential tip the efficient of the business

operator.

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

employees in promoting safe and healthy conditions and systems of work.

8. In recognition that the company operates in a dynamic environment, this policy,

including the arrangements for safety will be reviewed annually unless statue or

regulation necessitates any intervening amendments.

9. The company will consult and receive the advice from suitably trained employees

known as the Health and Safety officer or Advisor on matters regarding health and

safety.

PRODUCT RANGE

CONSTRUCTION/ INDUSTRIAL PRODUCTS

Backhoe Tracked Wheeled Skid Steer

Loader Excavator Loaders Loaders

Skid Steer Loader (Agriculture)

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

innovation and customer choice. The compact 1CX and 2CX take backhoe

loader versatility to previously inaccessible areas, and while the heavy weights

of the range, the 3CX, and 4CX, set new standards for productivity.

3DX

MAX. Dig Depth= 4.77m

MAX. Engine Power = 57 KW (76 HP)

4D

MAX. Loader Capacity = 1.2m3

MAX. Dig Depth = 5.31m

MAX. Engine Power = 96 HP

JCB TRACKED EXCAVATOR

JS 210L

MAX. Engine Power = 95 KW (128 HP)

MAX. Operating Weight = 21190 kg.

JS 330L/NL

MAX. Engine Power = 178 KW (239 HP)

MAX. Operating Weight = 32600 kg.

JCB WHEELED LOADER

430Z

MAX. Engine Power = 127 HP

MAX. Operating Weight = 10550 kg.

456 ZX

MAX. Engine Power = 161 KW (216 HP) MAX.

Operating Weight = 20265 Kg.

LOADER JCB SKID STEER

160/170

MAX. Operating Weight = 2410Kg. /2510Kg.

MAX. Operating Capacity= 600 Kg. /700 Kg

190/1110

MAX. Operating Weight = 3500Kg. /3725Kg.

MAX. Operating Capacity = 900Kg. /1100Kg.

COMPITITORS OF JCB L&T

L&T-CASE EQUIPMENT PRIVATE LIMITED is a joint venture with equal

equity participation by L&T and CNH America LLC (a wholly owned subsidiary of

CNH Global N.V., USA). CNH Global is a new corporation formed by merging two

of the world’s largest tractor and construction equipment major’s, vise, Case

Corporation and New Holland, CNH Global has manufacturing and marketing

facilities worldwide, and is the world’s largest, manufacturer of loader backhoes.

L&T-CASE Equipment Private Limited manufacturers, markets and provides service

and support for the following equipment:

Loader Backhoe model L&T-CASE 851

This state-of-the-art and globally proven model of CNH Global N.V. has the features

of load sensing with flow compensation and simultaneous operation. Its engine power

is 96 HP Gross at 2200 RPM, and it has a choice of backhoe buckets (range: 80-240

liters), and loader bucket of 1000 liters. Attachments to suit various applications in

infrastructure projects are available. The four- wheel drive version is popular in rough

terrain.

Loader Backhoe Model 580- 3 S

Multi-purpose loader backhoe model L&T 580-3 S is available in side shift. Powered

by 76 HP at 2200-RPM engine, the machine features improved kinematics and low

operating cost. Backhoe bucket capacity ranges from 80 to 300 liters, and loader

bucket capacity from 630 to 1500 liters. Attachments to suit various applications in

infrastructure projects are available.

Vibratory Compactors

L&T 752 tandem vibratory compactor (operating weight: 8800 Kg. Powered with a

74 HP engine) is specially suited for asphalt compaction in road and infrastructure

development.

L&T-CASE 1107 (operating weight: 11300 Kg.) single drum vibratory roller

powered with 112 HP engine is used mainly for soil compaction in road,

infrastructure and irrigation projects.

L&T-CASE 450 tandem vibratory mini-compactor (operating weight: 3000Kg.) is a

technological replacement of the 8T static roller, and is the preferred choice for

construction of village roads. Its low weight and ease of transportation make it

suitable for road repairs in metros and cities.

Other Equipments

1. A range of utility construction equipment from CNH Global like CASE skid steer

loaders (operating weight range: 2593 Kg. To 4105 Kg.)

2. STA compaction machines from Stavostroj, as Czech Republic

Manufacturing facility

The manufacturing facility of L&T-CASE Equipment Private Limited at Pithampur is

ISO 9001-certified for design, manufacture and supply of loader backhoes and

compactors. The company will keep gradually introducing the latest models of Case /

New Holland Loader backhoes.

TEREX VECTRA

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

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

sale of construction equipment.

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

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

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

construction equipment including Backhoe Loaders, Skid Steer Loaders, Vibratory

Compactors, and Midi Excavators.

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

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

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

manufacturing bases spread over USA, Europe and Asia.

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

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

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

acquisition of Tatra as. By Terex Corporation, Vectra and Terex are he joint owners

with 11% and 81% equity in the Czech truck manufacturer. The major emphasis of

the company would be research and development of products and technology while

undertaking extensive testing.

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

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

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

1. Terex TX760 Backhoe Loader- A powerful 7.60 tons rugged machine to take on

the rigors of Indian working conditions.

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

many as 60 attachments, can perform a vast range of operations from loading to

sweeping, grading waste material handling, trench digging, loading etc.

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

a) Compaction Equipment- Vibratory compaction rollers from 10-12 tons for road

building, dams, airports etc.

b) Schaeff HR 32.5 Ton excavator one of the best products in its class in the world.

The Indian operations of Vectra as follow:

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

Vectra and Tatra as of Czech Republic. These company manufacturers high capacity

mining tipper trucks used in mining and construction.

2. Vectra group supplies Tatra kits to BEML, which assembles the same and supplies

to the Indian armed forces.

3. Vectra Advanced Engineering Private Limited- manufacturing special trailers,

concrete mixers and selling cranes in India.

4. Vectra AZAD Engineering Private Limited- This is a fabrication unit, which is

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

and BEML.

CATERPILLAR

For 80 years, Caterpillar Inc. has been building the world’s infrastructure and, in

partnership with its worldwide dealer network, in driving positive and sustainable

change on every continent. With 2004, Caterpillar posted sales and revenue of $30.25

billion, Caterpillar is a technology leader and the world’s leading manufacturer of

construction and mining equipment, diesel and natural gas engines and industrial gas

turbines.

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

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

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

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

other locations in 22 countries around the globe. Caterpillar invested nearly $928

million in research and technology in 2004. Worldwide, our employees earned more

than 3900 patents 1997.

6 Sigma

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

prepared to address the increasingly complex issues that face us as an industry leader.

More than 30,000 employees are involved in 6 Sigma and are helping to shape the

Caterpillar of tomorrow.

Caterpillar Dealer Network

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

with people they know and trust. Almost all dealerships are independent and locally

owned. Many have relationships with their customers that span at least two

generations. Cat dealer serve equipment, service and financing needs for customers in

more than 200 countries. Rental services are offered through more than 1,400 outlets

worldwide.

Corporate Governance

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

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

for the corporate governance practices the board has in place to ensure we are

building on Caterpillar’s sound reputation. As an industry leader, the company

recognizes the responsibility to help restore confidence in Corporate America, and

consider the leader itself for corporate governance practices.

Financial Strength

Caterpillar is financially strong- able to fund project programmed for future customer

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

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

growth opportunities.

Social Responsibility

Caterpillar’s reputation for making a difference in the world is something that the

company proud. In response to the Asian Tsunami disaster, Caterpillar and its dealers

provided machines, money and resources for relief and recovery efforts. Caterpillar is

also proud to be the lead corporate donor in the Nature Conservancy’s Great Rivers

Project. And cat has once again been named to the Dow Jones Sustainability World

Index.

Shareholder Value

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

growth initiatives involving the machine, engine and service businesses are expected

to drive attractive stockholder returns for years to come. Caterpillar’s quarterly

dividend has grown nearly 1000% in the last decade on split-adjusted basis. In

addition, we have repurchased approximately 77 million shares since June of 1995.

TELCON

The companies manufacture construction equipment that is used in major

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

despite stiff competition. It has revolutionized the Indian construction equipment

industry, with the introduction of the V-series of hydraulic excavators. The company

has an extensive customer base that includes government and institutional buyers, and

contractors. The company was the country’s first construction equipment

manufacturer to receive the ISO 9001 certification.

Areas of business

The company has used state-of-the-art technology to manufacture excavators and

backhoe loaders. It enjoys 90% share of the crawler crane market in India. It is the

only Indian manufacturer that produces 100 tones crane. These are the largest

machines made locally. The company was the first to introduce mine-excavators in

India, and its brand EX 60, is the most successful machine to be made in India so far,

with more than 1,300 machines being sold in the last three years. It is the largest

manufacturer of hydraulic excavators in India, with over 6,000 machines in the

market. It offers the widest available range of hydraulic excavators, eight models

ranging from two tones to 60 tones in size. The company can indigenously design and

develop products.

Collaborations

The company has collaboration with Hitachi Construction Machinery Company,

Japan, for hydraulic excavators and cranes; and John Deere, USA, for backhoe loader

technology, Leberno, Spain, for compactors and CESAN, Turkey, for asphalt plants.

Locations

The company has a countrywide network of sales, service and spares

parts offices. It has modern manufacturing expertise with the latest

machine tools and automation facilities, such as robot welding and

machining centers, at Jamshedpur and Dharwad.

DEALER OUTLETS (ZONE SPLIT)

JCB V/S COMPETITIOR

COMPANY NORTH EAST WEST CENTRAL S.CENTRAL SOUTH TOT

AL

JCB 27 24 24 14 19 41 149

TATA 07 11 05 06 06 05 40

CATERPILLR 13 20 07 08 07 05 60

L&T 10 08 04 03 01 02 28

TEREX

VECTRA

04 01 XX 01 XX XX 06

BRAND PROMOTIONAL ACTIVITIES OF JCB

Some Branded products offered by JCB

These products are extensively used for brand promotion of JCB. They are offered to

dealers and employees at nominal costs. These branded products develop the feelings

of belongingness and pride among the dealers and employees. JCB also provide

incentive to dealers to sales and distribution. They opened branded product

department in the heart of the city Connaught place and Faridabad.

Standardized Dealers outlet & consistency in communication

Dealers outlet are standardized means all JCB Dealers having same ambiance as well

as furnishings the motive behind this is to avoid discrimination among dealers in

order to develop the feeling of integrity among them. All dealers using same letter

head, logo and having consistency in communication.

Tows & Shows

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

mouth promotion.

Truck Branding

Standardize co lour of all trucks carrying JCB machines for enhancing awareness

among the general public.

Standardized Uniform

The standardized uniforms for JCB employees as well as dealers in order to develop

the sense of belongings, also for raising their motivation and they feel as part and

parcel of the organization.

Terrain

JCB issue publication for the dealers to update them about any amendment in the

personnel of the company, inform about any new products launches and

achievements.

Customers Royalty Club

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

machines, this will smoothen the relationship as well as develop loyalty towards the

company.

Customer Satisfaction Survey

The company conducts customer satisfaction survey for strengthens relationship with

the customers. This will help the company on three ways:

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

Secondly, it make the customers make them feel that they are important for the

company and lastly in assessment of the sales executives performance.

Documentary in cinema halls (rural areas)

The company demonstrates corporate profile of JCB in cinema halls in rural India of

having high viewer ship of movies.

CELEBRATORY ENDORSEMENT BY NARAIN

KARTHIKEYAN

JCB hire a brand ambassador Naraian Karthikeyan for its brand promotion. Brand

ambassador could be well- known personalities from various fields: but the best suited

would be from the field of SPORTS. It is so because the product range of JCB does

not match with the personalities from some other field. He is the first Indian Formula

1 car racer.

BRANDING

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

the new economy. If the old marketing mantra was, “nothing happens until somebody

sells something, “the new philosophy could be “nothing happens until somebody

brands something.”

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

However, upon close inspection, a brand represents many more intangible aspects of a

product or a service: a collection of feelings and perceptions about quality, image,

lifestyle and status. It creates in the mind of the customers and prospects the

perception that there are no products or services in the market that is quite like yours.

In short a brand offers the customers a guarantee and then delivers on it.

JCB build a powerful brand, which in turn is able to create a powerful marketing

program. However, if they can’t convince customers that product is worthy of

purchasing, no amount of advertising rupees, fancy packaging or public relations will

help in achieving their sales goals? Therefore, successful branding programs begin

with superior products and services, backed by excellent customer service that

permeates an entire organization.

IMPORTANCE OF BRANDING

One of the truths of modern business is that there is almost nothing that your

competitors can’t duplicate in a matter of weeks or months. If you have great idea,

You can be certain that somebody will copy it before long, and not only they will

follow your lead, but they may also be able to do better job or sell the product or

service at a lower price. The question then becomes, “what competitive edge should

we have to offer that can’t be copied by anyone else?”

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

competitive advantages imaginable. As a result, customers will think of your business

first when they think of your product category.

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

Everything else your competitor can steal your trade secrets. Eventually, your patents

will expire, physical plant will wear out, and technology will change, but your brand

can go on and live. It creates a lasting value above and beyond all the elements of

your business.

When should you brand?

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

benefit from branded products. All of the traditionally brand-conscious including

fashion, restaurants and consumer goods, are being forced to brand heavily- perhaps

even more strategically then they ever have in the past. Financial services, which were

one of the last effronteries, are even beginning to see the importance of branding by

tagging banking packages and even mutual funds with catchy names. Even industrial

market, where the cost is usually more of loyalty building factor, has seen brand

names creep in.

What goes into the brand?

If your product is new and unique. There is no preexisting biases towards him product

or service; it will be easy to manipulate customer’s attitudes. More often, your

product or service will have been in existence for a while and have direct competition.

And if it is does not, it will probably soon will. Therefore, products that may be

roughly equivalent in terms of their features need have a brand identity that will

impact consumer choice.

Brand identity is comprised of:

PRICING: A component of value; higher prices may signify to consumers higher

quality and lower prices may suggest decreased value.

DISTRIBUTION: Availability; limited distribution of a product or service may

imply exclusivity to discerning consumers.

QUALITY: Which impacts satisfaction; obviously, higher quality will translate to

more satisfied customers who come back again and again to purchase your offerings.

PRSENCE: Prominence in the paid & unpaid media; products and services with a

high profile market presence will lead to brand recognition and increased sales.

AWARENESS: Top off mind awareness, residual awareness and recognition, which

are directly related to presence; the higher your offerings awareness the better your

sales results will be.

REPUTATION: Enduring public opinion of brand character, which is built over time

and difficult to change once established.

IMAGE: Perception of brand traits or prototypical buyers; often represented by

qualities the consumers relates to, like reputation, image is difficult to change once

established.

BENEFITS: Consumers may equate certain positive and negative consequences with

use of your product or service these may be warranted or unwarranted.

POSITIONING SILENCE: Differentiation is from the competition, which is

established by a combination of all elements of the brand.

SHARE OF MARKET: Increased market share is a direct result of a successful

branding campaign.

CUSTOMER COMMITMENT: Loyalty is built through long term branding and

close consumer contact.

CUTOMER SATISFACTION SURVEY

OBJECTIVE:

Our objective in this survey is to determine the satisfaction level of the customer in

the NCR region mainly Noida,Greater Noida and Ghaziabad , after determining

the satisfaction level of customer, now our objective is :-

1. determine the various problems associated by the customer with consideration to

the various attributes (services, parts, performance etc).

2. determine the most popular model which is produced by the JCB INDIA LTD.?

3. determine the depth of stake in the market.

4. determine the demand of the earthmoving equipment of JCB INDIA LTD.

5. determine the overall performance of classified auto which is a dealer of JCB India

limited

METHODOLOGY

In order to come to a conclusion regarding the satisfaction level of the customer, we

have prepared a questionnaire consisting of 21 questions, both structured as well as

unstructured. Some of the question are close ended where as others are open ended.

From the questionnaire, we can easily make out as to determine the following

attributes. After critically analyzing the responses, We have used excel sheet to come

to a conclusion regarding his preference and behavior of particular respondent and

after continuing this procedure for 50 respondents from different walks of life, we

used pie charts to come to the final conclusion as to determine the positive and

negative attitudes of customer towards the JCB INDIA LTD

.

SUMMARY OF CONCLUSION AND RECOMMENDATION

Our project is to determine the satisfaction level of the customer of the JCB INDIA

LTD. The main findings of our project are that 94% of the people surveyed are

satisfied. AS out of 50 people 47 people are interested to buy JCB machine in future.

SAMPLE AND ITS CHARACTERISTICS

Earthmoving equipment is such important equipment especially in Noida, Greater

Noida, Ghaziabad region where we will not find any alternative to that. As now

these days the mentioned areas are developing a lot. Malls, buildings, shopping

centers are main attraction of these areas. This factor and also the demand from the

customer for the business purpose, which makes customer purchases equipment

frequently. Since earthmoving equipment is such a product, which is used by some

specific section of people.

DETAILED FINDINGS AND OBSERVATION

We have taken the help of pie charts to comprehend the consumer behavior. From the

excel sheet we come to know that 94% of the people surveyed are satisfied with the

performance of equipment and the company. Some customers are facing problems for

the service people related with JCB dealer. As the dealers doesn’t follow the

customers complains at proper time.

ANALYSIS OF QUESTIONNAIRES WITH DATA

AND GRAPHS

NAME:

ADDRESS:

CONTACT NO:

1. How many machines do you own of JCB?

2. Which year and which model:

Total numbers of 3D machine-71

Total numbers of 3DX machine-77

Total numbers of 4D machine-2

Total number of machines =150

Total number of customer=50

47%52%

1%

3D

3DX

4D

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

a) Through a friend-30

b) newspaper-0

c) internet-0

d) Any other-20

How do you know about jcb machine

60%

0%

0%

40%Through a friend

newspaper

internet

Any other

4. Do you use any other company’s earth mover?

a) yes-5

b) no-45

Do you use any other company earth movers

10%

90%

yes

no

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

a) tata-4

b) L&T-0

c) Terex vectra-1

d) caterpillar-1

e) others-0

If,yes which other company earthmover do you use

66%0%

17%

17% 0% tata

L&T

Terex vectra

caterpillar

others

6. From which dealer have you taken the `machine?

a) classified-47

b) others-3

From which dealer hav you taken jcb machine

94%

6%

classified

others

7. Did you take any finance?

a) yes-48

b) no-2

Did you take any finance

96%

4%

yes

no

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

Are you aware of warrnty period of the parts

80%

20%

yes

no

a) yes-40

b) no-10

9. Do you know which parts are under warranty?

a) yes-23

b) no-26

c) others-1

Do you know which parts are under warrenty

46%52%

2%yes

no

others

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

(On scale of 6)

1-Very Poor 1.5 2-Poor 2.5

3-Average 3.12 4-Good 4.16

5-Very Good 5.11 6- Excellent 6.0

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

machine?

How is the warrenty service provided by the dealer

5% 10%

14%

19%24%

28%

Series2

Series1

(On scale of 6)

1.1 1-Very poor

2.3 2-Poor

3.6 3.Average

4.27 4.Good

5.13 5-Very good

6.0 6-Excellent

Other.1

How would you rate the sale process of jcb dealer ,from where you taken

the machine5%

10%

14%

19%24%

28%

123

45

6

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

(On scale of 6)

1.2 1-Very Poor

2.7 2-Poor

3.11 3-Average

4.16 4-Good

5.13 5-Very Good

6.0 6-Excellent

How would you rate the unsheduled repaires provided by jcb

3%

9%

14%

57%

17%

0%

Series1

Series2

13. Where do you get your service?

a) On site-18

b) workshop-2

c) both-30

How would you get your service

36%

4%

60%

on site

w orkshop

both

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

a) yes-31

b) no-14

c) Cant say-5

Does the service man come as prompt as said to you

62%28%

10%yes

no

cant say

15. How is the performance of the service engineer?

(On scale of 6)

1.1 1-Very Poor

2.1 2-Poor

3.13 3-Average

4.18 4-Good

5.14 5-Very Good

6.0 6-Excellent

Other-3

How is the prformance of service engineer

2%2%26%

36%

28%

0%

6% 1

23

4

56

other

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

(On scale of 6)

1.5 1-Very Poor

2.4 2-Poor

3.4 3-Average

4.20 4-Good

5.13 5-Very Good

6.4 6-Excellent

How do you rate kirloskar engine in JCB machine

5%10%

14%

19%24%

28%

1

2

3

4

5

6

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

a) yes-40

b) no-6

c) others-4

Does the service man (for kirloskar engine) come as prompt as said to

you

80%

12%8%

yes

no

others

18. How is the parts availability with the dealer?

(On scale of 6)

1.7 1-Very Poor

2.8 2-Poor

3.17 3-Average

4.11 4-Good

5.6 5-Very Good

6.0 6-Excellent

Others.1

How is the parts availibility with the dealer

14%

16%

34%

22%

12%

0%

2%

1

2

3

4

5

6

others

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

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

(On scale of 6)

1.4 1-Very Poor

2.2 2-Poor

3.10 3-Average

4.1 4-Good

5.0 5-Very Good

6.0 6-Excellent

How would you rate the parts on the basis of pricing

5% 10%

14%

19%24%

28%1

2

3

4

5

6

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

a) genuine-17

b) non-genuine-0

c) both-0

What type of parts do you use

100%

0%

0%genuninenon-genunine both

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

(On scale of 6)

1.2 1-Very Poor

2.3 2-Poor

3.14 3-Average

4.18 4-Good

5.13 5-Very Good

6.0 6-Excellent

How would you rate the overall dealer performance

5% 10%

14%

19%24%

28%

1

2

3

4

5

6

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

a) yes-43

b) no-7

In future would you like to buy jcb machine

94%

6%

yesno

21. What is the suggestion that would like to suggest to JCB so as improving its

customer satisfaction?

SOME PROBLEM FACED BY THE CUSTOMER

At the time of interview some customer told about their problem they are facing for

their dealer and for the machine .Some these are

1. There complains are not followed with right time.

2. Parts are not available and in the mean time and also too costly.

3. Service department of dealer are not responding with respect to time.

4. Hydraulic leakage problem.

5. Cracks occur frequently.

6. The oil tank of JCB machine is not in proper position.

7. They have to stop there work for not availability of service people.

8. Some problem faced by Kirloskar people also.

10. The dealer promises but doesn’t deliver on time.

11. Work is not done on time and the machine could not be repaired for many days.

CUSTOMER’S VALUABLE SUGGESTION FOR JCB

Modification is required in 3DX.

Increase the service point of the company.

Modification is required in 3DX as compared to 3D.

Training programmed should be conducted for the operators.

Increase number of service people, as demand for them are more due to

increase in machine population.

Try to interact more with customers.

The parts are not available with the dealer, so parts should always available.

Follow complains in minimum time as much as possible.

Dealers should be strict towards their staff and improve after sales services.

SWOT ANALYSIS

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

of examining the opportunities and threat.

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

uncover opportunities that you are well placed to take advantage of. And by

understanding your weaknesses, you can manage and eliminate threats hat would

otherwise catch you unawares.

More than this, buy looking at yourself and your competitors using the SWOT

framework, you can start to craft a strategy that helps you compete successfully in

your market.

Strengths

1. Old entrant:

As JCB is oldest entrant in field of construction equipment, it carrying a long lasting

brand image. In India, JCB is a generic name for backhoe loaders. It is the first

company to bring in Backhoe loaders and telescopic handlers to India, as also the first

to market and service earthmoving and construction equipment through dealer

networks. JCB 3D is today the single largest selling industry. All demolition products

in India are generically pronounced as JCB.

2. Branded products departments:

JCB is having branded product department for brand promotional activities. It is

having massive turnover around 15OO CRORES. It plays a crucial role in making

awareness among the general public. They offer variety of eye-catching product,

which lure the customers for impulse buying. They are unveiling new products time to

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

to customers and employees.

3. World-class dealer network:

JCB is having highest number of dealers, which actively participate in promotion of

goods. They sponsored branded products in the Conferences, trade fare etc the motive

is not only to luring new customers but also for creating local awareness about the

JCB.

4. Sound marketing strategy:

JCB personnel having versatile approach they persistent in pursing world class

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

sound marketing strategies follow up by the companies are celebratory endorsement

by

Narain Karthekeyan (Formula 1 Car Racer), participation in Exon Exhibition, and

coverage in world best leading newspaper like Business Standard, Deccan Herald,

City Express etc, standardization of dealer’s outlets.

5. International Presence:

JCB is word reckoned name in the construction earthmovers equipments. JCB took

off by different new machines and innovations and spread over 150 countries. JCB

India Limited of United Kingdom, which is ranked, wholly owns it in the top five

manufacturers of earthmoving and construction equipment in the world. JCB is

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

producer of backhoe loaders. As JCB having premium market share in construction

earthmovers equipments, its brand value is very high.

Weakness

Although the company is self sufficient in economic resources but still it is lacking in

taking initiative in brand promotional activities against its competitors. Mainly the

weakness of the company depends on the dealers. As the dealers is the face of the

company.

Opportunities

1. Developing of Indian Economy:

It provides immense opportunities for the JCB to uphold among general public by

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

penetration of branded products.

2. Advancement of media communication:

Advancement of media communication proves a boon for the JCB to create a

distinct and unbeatable image in world.

Threats

1. Branded product:

As JCB branded products demand is increasing significantly, it creates threat to the

JCB, as it may takeover JCB earthmovers.

Brand image and might be recognized as branded products. As Caterpillar as

recognized as shoe company.

2. Entering of new entrant:

In India, as globalization took place it brings immense opportunities for

construction equipment companies. So numbers of competitors are increasing, as an

undesirable manner, which might follow unexpected marketing strategy in terms of

rumors for eating the market share of JCB this, will hamper the brand image of the

company.

LIMITATIONS

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

earnest and accuracy, it was hampered due to certain limitations. Some of the

limitations of this study may be summarized as follows:-

Getting accurate responses from the respondents due to their inherent

problems were difficult. They were partial, and refused to cooperate.

Since we did not had the privilege to work on a large scale, so many finding

and recommendations may not be as much in tune with their ground realities

as may be considered desirable.

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

affected the comprehensiveness of its findings.

CONCLUSIONS

JCB is having 84% market share in earth mover’s field in India.

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

positioning and customers view towards the company. Branded product department

plays a significant role in JCB brand building. It generates high revenue for company.

It is having massive turnover around 15OO Cores. It plays a crucial role in making

awareness to the general public. They offer variety of eye-catching product, which

lure the customers for impulse buying. They unveil new products time to time

according to the latest trend.

Publication of magazines “Terrain” for employees and dealers in order to update them

of any amendment in the personnel of the company and any achievement of the

company due to their valuable contribution leads to enhance the moral of the

employees.

The company conducted the customer satisfaction survey for strengthens relationship

with the customers. This will help the company for there future products

development:

It will let company know where it lacks, how it could be rectified.

It make the customers make them feel that they are important for the company and

lastly in assessment of the sales executives performance.

About the earthmoving industry: The Indian earthmoving is also increasing in an

incredible manner. The main reason behind this is the ever-developing Indian

economy. With the economic development, the frequency of the construction in every

sector either it is road or bridge or anything have increased tremendously because of

the old players are increasing their capacity and new players are emerging at very

rate. Although the new players cannot harm the old once but what they can do is that

they can eat away some of the market share of the companies. Thus, big players take

this point into consideration and develop their strategies.

The main issue to modify the 3DX machine is already on progress. Company is

working to modify the machine which has a great demand on the market.

RECOMMENDATIONS

1. Take regular feedback from the customers, dealers and suppliers. This will help

like:

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

Secondly, it make the customers make them feel that they are important for the

company and lastly in assessment of the sales executives performance.

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

employees should be appreciated which help in getting cost measures and for

smoothen the functioning of the company.

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

stay on the cutting edge of the latest marketing trends.

4. Conducting numerous social activities, as corporate social responsibility. So that

people will know better about the company. Now a day this is a main way to brand

promotion.

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

into the market.

6. Company always should keep eyes on their dealers, to give maximum satisfaction

to the customers.

7. Company must develop the 3DX model so that it will create a good market than

before.

8. Actively participate for sponsorships, owning of events or sports.

JCB must include with the corporate social responsibility, which indirectly creates a

good image in the society .so more people know about the company.

9. Dealers should be strict towards their staff and improve after sale services.

10. The service should be done quickly for faults which occur suddenly.

ABOUT CUSTOMERS

SI.N

O NAME PH.NO ADDRESS

NO.

OF

MACH

INES MODEL BANK

1 Shivi Bhagwan 9811300718 Suraj pur 4 3D(2)/3DX(2)

hdfc/icici/kotak

mahindra

2 Irfan 9312405211 Ghaziabad 3 3DX(3) Kotak mahindra

3 Sohan Chand 9313040048 Ghaziabad 8 3DX(2)/3D(6)

Hdfc/icici/magma

finance

4 B.R.Arora 9871950865 Faridabad 3 3D(1)/3DX(2)

Gujrat bank/Vijya

bank

5 Kashna Construction 9810391322 Faridabad 1 3DX(1) Icici

6 Deepak Brick 9818264490 Ghaziabad 1 3D(1) Didn't say

7 T.P.Company 9810391322 Noida 1 3DX(1) Icici

8 Tayab Singh 9810414736 G. Noida 5 3DX(2)/3D(3)

Kotak mahindra/Citi

financial

9 Surinder Singh 9312983679 Noida 1 3DX(1) Hdfc

10 Conquera New India 9911157443 Gurgaon 1 3DX(1) Icici

11 Nrender Awana 9811652916 Faridabad 4 3DX(4) Magma finance

12 I.S.Pradhan 9818348572 Muradnagar 12 3DX(4)/3D(8)

Kotak/icici/Hdfc/

ABN Amro

13 G.L.F.Builders 9811068888 Kudhraour 1 3DX(1) Kotak mahindra

14 Bobby Earth Movers 9899339842 Noida 2 3DX(1)/3D(1) Citi group

15 Jat Ambey 9891246007 Delhi 4 3DX(1)/3D(3) Did n't say

16 Yumesh Ali 9810163278 Ghaziabad 2 3DX(1)/3D(1) Kotak mahindra

17 K.S.Constuction 9811513617 Noida 2 3DX(1)/3D(1) Magma finance

18 Raja Constuction 9871132555 Delhi 1 3DX(1) Magma finance

19 Mohd.Irfan 9312365235 Baghpat 3 3DX(3) Did n't say

20 Vijender Singh 9312022704 Jhajjar 2 3DX(2) Hdfc/Magma finance

21 S.K.Construction 9811300718 Shikarpur 4 3DX(2)/3D(2) Hdfc/Icici

22 Shyamlal Company 9810931954 Jhajjar 6 3DX(3)/3D(3) Hdfc

23 Kedar Singh 9350519029 Haryana 1 3DX(1) Did n't say

24 Mukesh Kumar 9818919140 Meerut 1 3DX(1) Kotak mahindra

25 Pasupati Nath 9313621447 Noida 1 3DX(1) Magma finance

26 Shoam lal Nsons 1155905418 Delhi 2 3DX(1)/3D(1) Syndicate bank

27 Kamal Kishore 9837244446 Delhi 3 3DX(1)/3D(2) Citi group

28 Rvinder Kadiyam 1122117259 Delhi 2 3D(2) Hdfc

29 Khuswant Singh 9313085190 Delhi 3 3D(2)/4D(1)

Hdfc/Icici/Kotak

mahindra

30

Shri Balaji

Enterprises 9412215391 Noida 1 3DX(1) Magma finance

31 Mnoj Kumar 9212708870 Delhi 1 3DX(1) Hdfc

32 Ikrramudinn 9810447739 Noida 4 3DX(2)/3D(2) Hdfc

33 Manoj 9818264496 Ghaziabad 1 3DX(1) Bank of baroda

34 Prakash Singh Phati 9811993306 G. Noida 4 3DX(3)/3D(1) Kotak mahindra

35 Sarjit Kathana 9810371560 Delhi 7 3DX(4)/3D(3)

Kotak mahindra/Citi

financial

36 Vikash Mallik 9310544495 Ghaziabad 1 3DX(1) Hdfc

37 D.K.Grag 9810026019 Ghaziabad 4 3DX(2)/3D(2) Centurian bank

38 Omveer Singh 9350087415 G. Noida 12 3DX(4)/3D(8)

Kotak

mahindra/Magma

finance

39 Vupinder Singh 9810414736 G. Noida 6 3DX(1)/3D(5) Kotak/Icici/Citi

40 Joginder Singh 9311091955 Delhi 6 3DX(4)/3D(1)/4D(1) Kotak/Citi

41 Yougesh Mawi 9810510749 Noida 3 3D(3) Hdfc/Kotak

42 Bency 1126436342 Delhi 1 3DX(1) Centurian bank

43 Glushan Kumar 9213618777 Delhi 1 3D(1) Citi group

44 Sanjay Sharma 9811134522 Delhi 3 3DX(1)/3D(2) Icici/Kotak mahindra

45 Sipral Singh 9811736000 Delhi 2 3DX(2) Citi group

46 Anil Kumar 9412059577 Dehradun 2 3DX(2) Icici

47 Per Infrastucture didn't say Noida 2 3DX(2) Did n't say

48 Son chand didn't say Delhi 1 3D(1) Kotak mahindra

49 Ravinder Kumar 9811612382 Delhi 4 3D(4) Hdfc/Kotak/Citi

50 Ajmer Singh 9810026019 Ghaziabad 1 3DX Kotak Mahindra

BIBLIOGRAPHY

1. www.jcb.com

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

wonder.shtml

3. www.google.com

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

5. www.kotlermarketing.com/resources/philipkotler

6. www.allaboutbranding.com

7. www.icjonline.com

8. www.terexvectra.com

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

10. Marketing Research of Harper W.Boyd

11. E commerce weekly

12. Web marketing today

13. Virtual Promote

TABLE OF CONTENTS

Objectives 1

Methodology 2

Industry Profile 3

Company Profile 6

Vision, Mission 12

General Policy Statement 3 14

Product Range 16

Analyze the JCB Competitors 20

Analyze the Brand Promotional Activities 30

Branding 34

Customer Satisfaction 38

Analysis 41

SWOT Analysis 54

Limitations 58

Conclusions 59

Recommendations 61

About Customer 63

Bibliography 66

ACKNOWLEDGEMENTS

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

approval to this project in the organization. I thank my company guide, Mr. AMIT

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

and for coordinating the project work and giving me guidance. This project would not

have been possible without his help. I am very grateful to Mr. Shyam Bihari Dubey,

faculty of Institute of Management & Technology.

I am thankful to many individuals in the sales department of JCB INDIA LIMITED

for the encouragement and professional assistance.

A heartfelt thanks to the many respondents surveyed whose ideas, critical insights and

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

means the least I would like to convey my special thanks to all the faculty members of

IMT, for giving me the opportunity to work on this project.

I also Thankful to my Parents

Amit Kumar