Chapter

1Profile

of the

Firm/Company

1.1 Introduction of the study

This project is completely based upon the research work done at NIPPON for

the time period of two months. The study primarily focuses upon the

navigational products offered by Nippon to the variant of customers. It is

1

completely a marketing research based study so a proper emphasis is laid upon

the marketing practices of the company and how they are used.

It is quite clear that navigational products are often new to our society and thus

customers are not very much known to it. The study also focuses upon the

practices implied to influence the mindset of the customers and make them

aware of the product in an effective manner.

Most of all the study basically focuses upon the demand analysis of the

navigational products i.e; GPS in the Delhi and NCR market. It also reflects the

present scenario of the product along with what needs to be done in the product

in order to maintain its growth and sustainability.

The companies involved in this overall research of two months are Nippon and

Garmin.

The study I have done basically focuses upon my measures used to position the

product in the market as well as in the minds of the customer. I have also

provided demonstrations at various dealers so as to get the feedback of

accessory managers regarding the product. I have also surveyed prospective

customers of the product so as to understand about their needs and requirements

which they want in the product.

1.2 ORGANIZATION OVERVIEW

NIPPON AUDIOTRONIX LTD.

2

Plant 1

Noida, Uttar Pradesh

Established in the year 1987

Total area is 1640 sq. Mt

Built up area is 32000 sq. Ft

Number of employees is 250

Main products are Audio systems, speaker systems, visual systems, vehicle

alarm systems and navigational devices.

Plant 2

Manesar , Haryana

Established in the year 2007

Total area 1800 sq. Mt

Built up area is 35125 sq. Ft

3

Number of employees is 70

Main products are audio and speaker systems, antenna and clock assembly.

Plant 3

Manesar, Haryana

Established in the year 2009

Total area is 7850 sq. Mt.

Built up area is 150,000 sq. Ft

Number of employees is 350

Main products are audio and speaker systems, antenna and clock assembly.

NIPPON SERVICE NETWORK

4

GARMIN

5

 

Garmin International, Inc.

1200 E. 151st Street

Olathe, KS 66062-3426 (Kansas Ci ty

metro area)

Phone: (913) 397-8200

Fax: (913) 397-8282

Web:  Garmin.com  

GPS Coordinates:

N 38 deg 51.333 min

W 094 deg 47.941 min

 

 

Garmin (Europe) Ltd.

Liberty House

Bulls Copse Road

Hounsdown Business Park

Southampton, SO40 9RB, UK

Phone: +44 (0) 23 8052 4000

Fax: +44 (0) 23 8052 4004

Web:  Garmin.co.uk  

GPS Coordinates:

N 50 deg 54.102 min

W 001 deg 29.361 min

 

   

6

 

Garmin (Asia) Corporation

No.68, Zhangshu 2nd Rd. , Xizhi

Dist . ,

New Taipei Ci ty 221, Taiwan

(R.O.C.)  

Phone: 886 2-26429199

Fax: 886 2-26429099

Web:  Garmin.com.tw  

GPS Coordinates:

N 25 deg 03.707 min

E 121 deg 38.416 min

 

Garmin AT

2345 Turner Road SE

Salem, OR 97302

Phone:

(800) 525-6726 (US)

(800) 654-3415 (Canada)

(503) 391-3411 (Internat ional)

Fax: (503) 364-2138

GPS Coordinates:

N 44 Deg 54.425 min

W 122 59.673 min

7

1.3 NATURE OF THE ORGANISATION

1.3.1 NIPPON AUDIOTRONIX LTD.

It is one of the leading firms in India which is responsible for the marketing and

after sale services of various electronic products like car audio systems, home

appliances, navigational devices, security systems for vehicles, RPAS etc. It

feels great to mention that Nippon deals with the companies like Maruti Suzuki,

TATA Motors, Honda Motors, KENWOOD, Garmin etc.

The offices of Nippon are at D-8, Sector 10, Noida (U.P) which is the office

responsible for the sales pitch of the products. And the other office of Nippon is

at Manesar, Haryana which is a manufacturing plant of Nippon.

1.3.2 GARMIN

Garmin was founded on the principles of innovation, convenience, performance,

value and service. It is USA based multinational organization which was

founded by Gary Burrell and Dr. Min Kao in the year 1989. Garmin’s goal was

quite simple back then and that was to create navigation and communication

devices that will enrich the customer’s lives. The vastness of Garmin can be

understood by the products it offers in the various verticals including

automotive, aviation, marine, fitness, outdoor recreation and wireless

applications. From the time that the founders of Garmin sold their first GPS

device, Garmin has hired and surrounded itself with various creative minds and

passionate spirits.

Investing in innovation has been a central to Garmin’s success. The original

handful of employees in the year 1989 grew to a workforce of 1000 just 10

years later. The number doubled within four years and eclipsed to 4000 by

2006. In 2007 Garmin’s worldwide workforce became 7000 and is still

expanding. The new areas of its expansion include Europe and Asia.

The office of Garmin is DLF phase 10, Building code. B, Jasolla Vihar.

8

1.3.3 NAVTEQ

Again there is very peculiar thing and the most important part of any

navigational device which are maps. The maps available in all these devices

were provided by Navteq which is a property of Nokia. The maps delivered

were quite updated and at every three months maps are issued on the website of

Garmin with easy update access. The frequent updates of maps also make an

orderly and timely reach to destination of a traveller.

Most of all the most interesting part in these map updates was that, these were

free for the customers who get this device from Maruti Suzuki dealers. It means

anybody who purchases the device from Maruti dealer was actually getting free

lifetime maps.

So in terms of cost cutting, maps were responsible for saving the pocket of the

customer as one has to pay around rupees 1000 for one update. That means for

the updates of four quarters in an year the customer was at least saving rupees

4000.

9

1.4 PRODUCT OVERVIEW

1.4.1 What exactly GPS is?

India has been using different advanced satellite technology based services since

the early 90’s. India uses a wide array of satellite technology based services to

monitor, manage, control and administer different aspects like weather,

irrigation, traffic etc.

GPS or global positioning system refers to a structured satellite constellation

network comprising of around 24 satellites orbiting earth’s atmosphere. GPS

satellites are used for navigational, surveying, mapping, routing, charting and

time distribution purposes.

GPS technology is a sophisticated as well as complicated form of satellite

network of processors that receives and transmits data to and from the Earth.

GPS technology is mainly integrated with the GSM (global system of mobile

communications) data network protocol to locate and update data.

Transmission signals from GPS satellites are received at base stations on earth.

Base stations use different forms of server technology and associated hardware

devices to store, interpret and analyze the data. The processed data can be saved

in different can be saved in different formats and can further be used in

accordance with the needs and requirements.

Apart from all these GPS in India has some extremely beneficial utilities that

are quite advanced too. These include: real time functions, complex functions

like generating better search patterns, compressing tracklogs etc., intricate the

data analysis, datum/grid conversions, exporting and importing data etc.

Enhancement of GPS technology in India is mainly supported by the DOE

(department of electronics), DRDO (defence research and development

organization), DOS (department of space), MCA (ministry of civil aviation) and

other research bodies.

10

1.4.2 Product models

The products offered by Nippon are basically of Garmin. Nippon deals in the

pre-sale marketing and promotion of the product as well as the after sale

services of the product.

Garmin had a tie up with Maruti Suzuki India and Nippon delivers the services

to Maruti customers and dealer networks. This is the linkage how Garmin and

Nippon came together.

The navigational devices provided by Garmin to Nippon are:

Nuvi 1270 (basic model)

Nuvi 1370 (standard model)

11

Nuvi 1470 (elite model)

All these above mentioned models were only made for Maruti customers and no

discrimination was made in terms of pricing. The best part of these models were

the maps and the software used. The only difference in all these three was the

screen size that is the display and prices.

The basic model nuvi 1270 has a screen size of 3.5 inches with and MRP of Rs.

8990

Nuvi 1370 has a screen size of 4.3 inches with an MRP of Rs. 13990

And the elitest model nuvi 1470 has a screen size of 5 inches with an MRP of

Rs. 16990.

12

1.4.3 Maps and softwares

Again there is very peculiar thing and the most important part of any

navigational device which are maps. The maps available in all these devices

were provided by Navteq which is a property of Nokia. The maps delivered

were quite updated and at every three months maps are issued on the website of

Garmin with easy update access. The frequent updates of maps also make an

orderly and timely reach to destination of a traveller.

Most of all the most interesting part in these map updates was that, these were

free for the customers who get this device from Maruti Suzuki dealers. It means

anybody who purchases the device from Maruti dealer was actually getting free

lifetime maps.

So in terms of cost cutting, maps were responsible for saving the pocket of the

customer as one has to pay around rupees 1000 for one update. That means for

the updates of four quarters in an year the customer was at least saving rupees

4000.

13

1.4.4 Features of the product

The device of Garmin comprises of number of features that add value of money

to this device. The technology used in developing these features is the apex of

GPS device and really creates a cutting edge path of success for this product.

Some of the features are as follows:

Junction views – this feature enables the driver of any automobile

vehicle to understand about which route to follow and which not. There are

many routes where actually they bisect or bifurcates into two or more routes, at

that point of time it is difficult for an individual to chose the best route. But this

feature makes the driver understand about the best route to follow 200-300

meters before the bisection of the route which helps the driver in following the

actual track

.

14

Eco route – this feature enables any one to set up his vehicle profile in

the device itself. It asks for which fuel you use, what is the rate of the fuel etc.

After creating a vehicle profile if anyone moves from point A to point B then at

the end of reaching the destination the device informs about how much distance

have been travelled along with, cost of fuel used, quantity of fuel used,

maximum acceleration, number of times you put braking etc. And not only this

the device also provides better driving tips to improve the driving of any

individual.

Audio visual guidance – the device is also capable of providing the

audio guidance to the drivers. The device not only shows the locations but also

speaks out their names so as driver may not see the device again and again but

can definitely listen to the voice and know about where is he actually right now.

Languages – despite of English and Hindi language there are many other

languages that are feeded in the device for the variants of customer. Various

regional languages and foreign languages are pre installed in the device for

variety of customers.

Geo tags – this is a very unique feature that adds to the superior quality

of the product. There is a memory card slot provided in the device through

15

which one can upload pictures of various locations in the device and then these

picture can be further used as geo tags. One has to save the pictures as the name

of the location and the data of the location will be saved with the basic

coordinates of the location. After that one does not have to type the names of the

location. You can just click on the picture and you may go further by following

the directions.

1.5 SIZE OF ORGANIZATION.

16

Nippon Audiotronix Ltd.

Industry: Manufacturing/ Production

Size: 201-500 Employees

Turnover: 100-500 Crores

Garmin

Type : Public Company

Company Size : 5001-10,000 employees

Website : http://www.garmin.com

Industry : Consumer Electronics

Founded : 1989

1.6 Organization structure of the company

17

NIPPON AUDIOTRONIX LTD.

18

Chapter

2Theoretical

background

19

2.1 Conceptual framework of the study

India has been using different advanced satellite technology based services since

the early 90’s. India uses a wide array of satellite technology based services to

monitor, manage, control and administer different aspects like weather,

irrigation, traffic etc.

GPS or global positioning system refers to a structured satellite constellation

network comprising of around 24 satellites orbiting earth’s atmosphere. GPS

satellites are used for navigational, surveying, mapping, routing, charting and

time distribution purposes.

GPS technology is a sophisticated as well as complicated form of satellite

network of processors that receives and transmits data to and from the Earth.

GPS technology is mainly integrated with the GSM (global system of mobile

communications) data network protocol to locate and update data.

Transmission signals from GPS satellites are received at base stations on earth.

Base stations use different forms of server technology and associated hardware

devices to store, interpret and analyze the data. The processed data can be saved

in different can be saved in different formats and can further be used in

accordance with the needs and requirements.

Apart from all these GPS in India has some extremely beneficial utilities that

are quite advanced too. These include: real time functions, complex functions

like generating better search patterns, compressing tracklogs etc., intricate the

data analysis, datum/grid conversions, exporting and importing data etc.

Enhancement of GPS technology in India is mainly supported by the DOE

(department of electronics), DRDO (defence research and development

organization), DOS (department of space), MCA (ministry of civil aviation) and

other research bodies.

There are basically two kinds of GPS signals:

C/A code:- which is for the civilian use and gives accuracy about 8-15 metres

P code:- which is a military signal and only military and federal bodies can use

this. It is more accurate than C/A code.

20

2.2 Applicability of the study in the organization

This project is completely based upon the research work done at NIPPON for

the time period of two months. The study primarily focuses upon the

navigational products offered by Nippon to the variant of customers. It is

completely a marketing research based study so a proper emphasis is laid upon

the marketing practices of the company and how they are used.

It is quite clear that navigational products are often new to our society and thus

customers are not very much known to it. The study also focuses upon the

practices implied to influence the mindset of the customers and make them

aware of the product in an effective manner.

Most of all the study basically focuses upon the demand analysis of the

navigational products i.e; GPS in the Delhi and NCR market. It also reflects the

present scenario of the product along with what needs to be done in the product

in order to maintain its growth and sustainability.

The companies involved in this overall research of two months are Nippon and

Garmin.

The study I have done, basically focuses upon my measures used to position the

product in the market as well as in the minds of the customer. I have also

provided demonstrations at various dealers so as to get the feedback of

accessory managers regarding the product. I have also surveyed prospective

customers of the product so as to understand about their needs and requirements

which they want in the product.

And with the help of frequent market research company can easily understand

what is needed to be done for the better sales and increasing demand for the

product.

21

Chapter

3Problem Statement

&

Objectives of the Study

22

3.1 Significance of the study

The study focuses upon my measures used to position the product in the market

as well as in the minds of the customer. I have also provided demonstrations at

various dealers so as to get the feedback of accessory managers regarding the

product. I have also surveyed prospective customers of the product so as to

understand about the potential market of the product.

3.2 Managerial usefulness of the Study

It is quite clear that navigation products are often new to our society and thus

customers are not very known to it. The study focuses upon the practices

employed to influence the mindset of customers and make them aware about the

product in an effective manner.

3.3 Objectives of the study

To study the future prospects of the GPS device of Garmin.

To study the perception of prospective customers regarding the product.

3.4 Scope of the study

The study was restricted to only Delhi and NCR. Moreover the focus was upon

the Maruti Suzuki Dealers as the product was only meant for them and the

customers who walk in at these dealer stations. 25 prospective customers have

also been considered in this study.

23

CHAPTER

4Research

Methodology

24

RESEARCH METHODOLOGY

4.1 Research design

The research design was exploratory in nature.

4.2 Sources of data collection

The sources of information were both primary and secondary.

The primary data was collected through structured questionnaire and personal

interviews.

The secondary data was gathered from company brochures, journals and

websites.

4.3 Sample Size

A sample of 25 customers was studied upon.

4.4 Sample unit

It includes the dealer networks of Maruti Suzuki of Delhi and NCR.

4.5 Sample technique

The sample technique used to determine the sample is convenience sampling.

4.6 Limitations of the study

Despite of the smooth and steady process of the research study that I conducted,

there were few limitations also. And they were:

To study the potential market of the product is a very vast topic, whereas the

study was limited to a small portion only.

The data collected are from the prospective customers, as it was said to

move on to dealer networks that are prescribed, which actually limits the

scope of study.

Sometimes it was difficult to make the respondents understand the purpose

of survey.

Busy schedule of respondents was also a big problem in the study.

25

CHAPTER

5Analysis &

Interpretations of the

Study

26

DATA ANALYSIS

Gender

A total of 25 individuals were questioned out of which 52% were male and 48% were female.

Occupation

Out of all the 25 individuals 56% were into their own business while rest others were service men and students with 32% and 12% respectively.

27

Salary

Almost 44% of the individuals earn a total salary of 6-8 lacs, 24% of the individuals earn almost 4-6 lacs annually. While 20% and 12% individuals earn 8 lacs and 2-4 lacs respectively.

1. From how many years are you living in this city?

32% of individuals said that they have been in this delhi for almost 5 years. While 28% said that they have been in this city for 15 years. 24% of respondents said that they have been here for 10-15 years and rest others were for 5-10 years.

28

2. From how many years are you driving?

Maxiumum number of respondents at almost 44% said that they have been driving for 5-10 years.

3. What is the price range of your car?

Almost 48% of the repondents said that they have a car ranging between 4-8 lacs. Rest all were few.

29

4. Are you using this type of device?

80% of the respondents said that they have been using navigational device previously. While 20% have not used any as such.

5. Were you aware of this device?

Almost 32% of the respondents knew about garmin while rest 68% did not know about garmin.

30

6. Are you satisfied with the demonstration of the device?

88 % of the individuals were satisfied with the demonstration that was provided to them by us.

7. Did you like the product?

88 % of the respondents liked the product a lot while 12 % were not in a mood to look forward.

31

8. Do you think that GPS device is suitable for our society?

72% of the respondents felt that this is a value for money device and is worth purchasing.

32

CHAPTER

6Findings

&Conclusion

33

6.1Findings

These 8 weeks of my summer internship program was a great learning

experience for me. I was exposed to the practical aspects of the market full of

sales, promotion and other marketing aspects. This internship also helped me a

lot to make myself able to sustain in the corporate culture and the field visits

enabled me to understand people perception and improved my communication

skills also.

After completing this project I have few suggestions and recommendations lined

up in my mind which may help the firm to succeed further on in future also.

The visibility of the products and services should be increased. Since not

much promotional activity is performed by the firm, so the company’s products

and services are not much more known to all.

As the firm is new in the country for commercial purposes so proper

advertising and promotions can be done to make an awareness among common

people of the society who are actually the target market for the product.

The products and services offered by the competitors of Garmin like

Map My India offers a larger number of house searches and 3D maps which

may also become a reason for the underpass of the device of Garmin. It could be

worked upon by the experts to make the device more competitive.

The dealer networks should be given better training about the product as

it becomes difficult for them to sell the product to customers without knowing

much about the product. When they will be knowing well about the device then

automatically they will be able to push it to customers.

The accessory managers at various dealer network were also not

knowing about the sales incentive incurred on the GPS, so if they would be

given better incentives they will definitely push the device to customers.

Incentives will work as motivation to them.

The sales team should be sent for promotion to market with duly

updated maps in the device. It is quite often seen that old maps don’t generate

some of the locations as asked by customers and dealers which is fatal for the

organization and the product. So the maps should be updated to remove this

flaw.

34

6.2 Conclusion

The perceptions of the people regarding the GPS devices are very much

enthusiastic and pretty good. They want to know about the product and most of

them know even. Although there are lots of competitors but still the minds can

be influenced as few stunning features are available in Garmin.

The reason why people stay away from purchasing the device is that they feel

what is the purpose of GPS when they already know the routes of the city and

whenever required they can use navigation through internet. In that case they

can be said that only knowing the routes is not necessary, GPS are also enabled

to show you the traffic conditions and faster route preferences are provided. It

not only assists the lane but also show various POI’s like food joints, medicals,

fuel stations, car rentals, service stations etc. that comes in the route, meanwhile

which is not shown through internet.

Its also a faster and economical way to improve the driving as well as travelling

leisure.

Nippon and Garmin are two of the very leading firms in the globe. Nippon

which is one of the biggest firms in the field of marketing and servicing of

automated car products and accessories and Garmin is world’s no. 1 company in

the field of manufacturing the GPS devices. Although Garmin is new for the

commercial market in India but is still growing and capturing the market.

After analyzing the data I came to the conclusion that Nippon Audiotronix Ltd.

is one of the most desirable firms to work with. The growth it is showing is

remarkable and has also made its competitors to think upon the products and

services offered. It is very interesting to say that the firm has launched a great

product which is also getting liked by the customers.

I am really very lucky as I got an opportunity to be a part of this organization.

The training provided me a great insight and knowledge about the marketing as

well as management field. It was the efforts and support of Nippon that made

me cope up with the unpredictable situations of the market easily.

35

References and Bibliography

www.garmin.co.in

www.gpsindia.com

www.google.com

Hindustan times dated 22nd may 2012.

Nippon brochures and presentations.

Garmin India press release (April 2nd, 2012)

36

ANNEXURE

QUESTIONNAIRE FOR CUSTOMERS

BY

NIPPON AUDIOTRONIX LTD

NAME : _________________________________________

AGE : _________________________________________

GENDER : Male

Female

OCCUPATION : Business

Service

Studying

SALARY (p.a.) – (Tick one of them) – ( In Lakhs)

2 – 4

4 – 6

6 – 8

8 and above

37

Q – 1. From how many years are you living in this city ?

___________________________________________________________

Q – 2. From how many years are driving ?

___________________________________________________________

Q – 3. In which price range do your car lies – ( In Lakhs)

4 – 8

8 – 12

12 – 16

Or above 16

Q – 5. Are you using any such type of device ?

YES NO

Q – 6. Were you aware about this device ?

YES NO

Q – 7. Are you satisfied with the demo of this product ?

YES NO

Q – 8. Did you like this product ?

YES NO

38

Q – 9. Do you think that GPS Navigation Device is suitable for our society ?

YES NO

Q- 10. Any suggestions or recommendations ?

___________________________________________________________

___________________________________________________________

___________________________________________________________

39