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7/31/2019 Automotive Mfrs Pvt. Ltd
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PROJECT REPORT
ON
CUSTOMER RELATIONSHIP
MANAGEMENT ( CRM )
WITH REFERENCE TO
AUTOMOTIVE MFRS PVT. LTD.
(Authorised dealer for Bajaj Auto Ltd.)
PREPARED BY
MR. DHOLAKIA NIMIT B.
T.Y.B.B.A
COLLEGE
SMT. M.T.DHAMSANIA COLLEGE OF COMMERCE
RAJKOT.
SUBMITTED TO
SAURASHTRA UNIVERSITY
GUIDED BY
DR. TUSHAR HATHI
ACADEMIC YEAR: 2004-05
ROLL NO: 7 SEAT NO:
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COLLEGE CERTIFICATE
This is to certify that the industrial
practical training report on Customer
Relationship Management undergone at
Automotive MFRS Pvt. Ltd. is the original
work of Mr. Dholakia Nimit B. of
T.Y.B.B.A. This report is prepared under my
guidance and supervision.
This work is submitted to the University
as part of curriculum to go through in the
examination.
Project InchargePrincipal
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(Dr. Tushar Hathi)(T.T.Raiyani)
DECLARATION
I the undersigned, Dholakia Nimit B., the student
of T.Y.B.B.A. hereby declare that the project report
presented here is my own work and have been carried
out under the supervision of Dr. Tushar Hathi of Smt.
M.T.Dhamsania commerce college.
This work has not been submitted to any other
university for any other examination.
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Date: ( Dholakia Nimit B.)
Place: Rajkot
PREFACE
The fact is crystal clear that only reading is not
sufficient enough for any personal growth. Specially in
the field of management, practical knowledge is the
preliminary requirement. As a student of the
management field, it is very necessary for me to get the
training. A man read the book about swimming and
jumps into pool to swim; obviously he can not swim
properly because only the theoretical knowledge does not
make a man perfect. The same rule applies here.
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As the student of third year B.B.A. class we are
provided a very good source of theoretical knowledge
during period hours. But practical knowledge can be got
only through industrial training. And for this shake, I
have got training in Automotive MFRS Pvt. Ltd.
Rajkot.
( Dholakia Nimit B. )
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ACKNOWLEDGEME
NT
First of all, I am really very much thankful to my parents
and family. Actually this word thank you is much
limited to show my feelings. Without these people I
would be nothing. By whose efforts, I have reached at
this stage and I know their blessings are always with me.
I am very much thankful to the authority of the college
who gave me a chance to make this kind of report. I like
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to give special thanks to our professor cum guide Dr.
Tushar Hathi with whose guidance I can make this
report.
I am also very much thankful to the authority of the unit
who allowed me to get training in Automotive MFRS
Pvt. Ltd. and much thanks to Mr. Prasant and other staff
members of AMPL because they devote their valuable
time for me and help me to understand various
components like Marketing, customer care and other
related activities.
I had tried my best to understand the topic which I have
selected in the reference to Bajaj Auto Ltd., a leading
two wheeler Manufacturer and its dealer Automotive
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MFRS Pvt. Ltd. I tried my best to include all the
information as possible.
Date:
Place: Rajkot
INDEX
1. A GLIMPSE OVER THE AUTO INDUSTRY.
2. GENERAL INFORMATION
ABOUT BAJAJ AUTO LIMITED
ABOUT THE AUTHORISED DEALER
AUTOMOTIVE
ORGANISATION STRUCTURE
PRODUCTS AND SERVICES
3. CUSTOMER RELATIONSHIP MANAGEMENT
EVALUATION & PHILOSOPHY OF CRM
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CUSTOMER RELATIONSHIP MANAGEMETN
WHY?
CUSTOMER RELATIONSHIP MARKETING
CRM AT AUTOMOTIVE MFRS PVT. LTD.
4. ANALYSIS OF CUSTOMERS VIEW
5. SWOT ANALYSIS
A GLIMPSE OVER THE AUTO
INDUSTRY
AS A WHOLE IN INDIA
The term automotive industry refers to the industries
related to motor vehicles. It may be of two wheelers,
three wheelers, four wheelers or six wheelers
(commercial) etc. We can see that the vehicles are
involved in human beings day to day life as they are the
basic requirement. If we talk about the big cities, the
citizen can not run without vehicle. Even in the rural
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area, the craze of motor vehicle is growing. Before some
year it was considered as a status symbol but now it is
the preliminary requirement for students and working
women. Because of this huge demand, newer and newer
innovations, technologies and product development are
taking place in this field. And
obviously for a successful market player it generates a
great profit. But one fact is also that this business
requires a wide technical knowledge as well as market
knowledge. Futures prospective are more profitable for
the unit which has already established their feats on the
land of automotive industry.
Now talk particularly for the Indian industry. In recent
study done for automotive component Manufacturers
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Association (ACMA) of India, consultancy major
Mckinsey has predicted that the auto component industry
will grow from $ 6.7 billion in 2004 to $ 33-40 billion by
2015. This growth will lead to the creation of 2.5 million
to 3 million jobs and raise
Indias G.D.P. growth by 0.5%. This is one of the
examples of the industry in India.
The industrys output has risen at a compounded annual
growth rate (CAGE) of 22% over the past five year.
Exports have registered CAGR of 30% in 2003-04 total
output was $ 6.7 million and export amounted to $ 1
billion.
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The sector has evolved in landem with the local
automobile industry. In the 1970s, the customer had two
car models to choose from; today, he has 42. The two
wheeler segment was dominated by one player; today,
most large international two wheeler manufacturers are
here. The auto component manufacturers were quick to
adopt themselves to the
new environment after the opening up of the economy
first they took the help of Japanese manufacturers and
now they have themselves began to adopt global
Technologies and manufacturing processes. They have
now achieved international standard in quality,
environmental safeguards and in best practices on the
shop floor. Acknowledging that Indian companies are
now globally competitive, the largest original equipment
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manufacturers (DEMS) have tied up with them for their
global supply chain.
In the 90s, Indias total automobile export amounted to $
200 million and approximately 80% of it was for the
after market (where standards are less exacting
compared to that required by OEMS) Today, of Indias $
1 billion, 60% is for OEMS.
Talking about the automobile industry in the coming
years, the market for passenger cares is expected to reach
two million by 2009-10 and three million by 2014-2015.
By later date, the commercial vehicle market is
forecasted to reach 500000 to 600000 and two wheelers
will touch the 9 million mark. Even if we are able to
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acquire 4% of the market of $ 20-25 billion. If all goes
right, we could see the emergence of a couple of Indian
MNCs in components manufacturing.
But, the mindset that we can be a global player must
prelate down to lowest level. Annual investment to the
tune of $ 1 billion to $ 1.5 billion will have to be made
every year for next 7-10 years. The industry will have to
adopt a futuristic approach of putting capacity in
advance in orders to cash in the opportunities coming out
way. This is in sharp contrast to the present conservative
approach of Indian business.
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ABOUT BAJAJ AUTOLTD.
The Bajaj Group is amongst the top 10 business houses
in India. Its footprint stretches over a wide range of
industries, spanning automobiles (two-wheelers and
three-wheelers), home appliances, lighting, iron and
steel, insurance, travel and finance.
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The groups flagship company, Bajaj Auto, is ranked as
the worlds fourth largest two- and three- wheeler
manufacturer and the Bajaj brand is well-known in over
a dozen countries in Europe, Latin America, the US and
Asia.
Founded in 1926, at the height of India's movement for
independence from the British, the group has an
illustrious history. The integrity, dedication,
resourcefulness and determination to succeed which are
characteristic of the group today, are often traced back to
its birth during those days of relentless devotion to a
common cause. Jamnalal Bajaj, founder of the group,
was a close confidant and disciple of Mahatma Gandhi.
In fact, Gandhiji had adopted him as his son. This close
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relationship and his deep involvement in the
independence movement did not leave Jamnalal Bajaj
with much time to spend on his newly launched business
venture.
His son, Kamalnayan Bajaj, then 27, took over the reins
of business in 1942. He too was close to Gandhiji and it
was only after Independence in 1947, that he was able to
give his full attention to the business.
Kamalnayan Bajaj not only consolidated the group, but
also diversified into various manufacturing activities.
The present Chairman and Managing Director of the
group, Rahul Bajaj, took charge of the business in 1965.
Under his leadership, the turnover of the Bajaj Auto the
flagship company has gone up from Rs.72 million to
Rs.46.16 billion (USD 936 million), its product portfolio
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has expanded from one to and the brand has found a
global market. He is one of Indias most distinguished
business leaders and internationally respected for his
business acumen and entrepreneurial spirit.
LAST FIVE YEARS PERFORMANCE IN NEW LAUNCHING
2004
2004
September Bajaj Discover DTS-ilaunched
August New Bajaj Chetak 4stroke with WonderGear launched
May Bajaj CT100 Launched
January Bajaj unveils new brand
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identity, dons newsymbol, logo andbrandline
2003
October Pulsar DTS-i is launched
October 107,115 Motorcyclessold in a month.
July Bajaj Wind 125,TheWorld Bike, is launchedin India
February Bajaj Auto launched itsCaliber115"Hoodibabaa!" in theexecutive motorcyclesegment.
2001
November Bajaj Auto launches itslatest offering in thepremium bike segmentPulsar.
January The Eliminator islaunched.
2000
The Bajaj Saffire isintroduced.
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1999
Caliber motorcycle
notches up 100,000 salesin record time of 12months.
Production commencesat Chakan plant.
ABOUT THE AUTHORISED
DEALER FROM WHERE THE
TRAINING HAS UNDERGONE
:
Name : Automotive MFRS Pvt. Ltd.
Type of Org. : Private Limited
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Size of Org. : Medium Scale Unit
The training has undergone at Automotive
Manufacturers Pvt. Ltd. A private limited manufacturing
unit is the authorized dealer of the vehicles produced by
Bajaj Auto Limited. At this time the unit is dealing with
16 different products of Bajaj. Different scooters, bikes,
and auto rickshaws are available at the unit. The unit is a
kind of show room from where people can purchase the
vehicles. Bajaj has
a very good brand name in the Indian market. So the unit
as a dealer gets benefits of this name. No doubt that the
unit also has its goodwill in the local market. People can
rely on the unit and they get satisfaction also.
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Customer is the main concentration of the unit or rather
we can say that market of Automotive is customer
oriented. Customers satisfaction is the main aim of the
unit. The unit is dealing in the market with customer
concept. Customer concept is to concentrate on the
individual customer, recognized his needs and values,
marketing integration and profitable growth through
capturing customer share, loyalty and lifetime value. The
whole business of Automotive is based on this theory.
There are two Authorised dealers of Bajaj available in
Rajkots market. One is Automotive MFRS Pvt. Ltd. and
second is Rajeshri Auto Deals Pvt. Ltd. Both are situated
on Gondal Road Rajkot.
Other competitors are also there in Rajkots market
which is as follows.
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Jaykay Auto for Hero Honda.
Perfect Auto for Hero Honda.
Dharati Auto for Honda
N.K.T.V.S. for T.V.S.
Vikash corporation for Yahama.
Tilak Auto for LML
Chandan Auto for Kinetic
Milan Auto for Kinetic
Coronation for TVS
Punjab Auto for Honda
Out of these, few have just newly entered into the
market. All are dealing well into the market. As far as the
bikes of other company are concerned Perfect Auto and
JayKay Auto are the best rival of Automotive with the
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producers Hero Honda Splendor and Hero Honda
Passion.
ADMINISTRATIVE
STRUCTURE
OF AUTOMOTIVE MFRS.
PVT.LTD.
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Branch Manager
Here in Automotive Mfrs. Pvt. Ltd. has a horizontal
type of organization structure. It is very easy to
understand the organization structure of Automotive.
MarketingManager
(sales)
Work(service)
Manager
Clerical
Staff
Administrative(personnel
dept.)Clerk
supervisor mechanics
ElectronicData
Process
Spare Part
Manager
Reception Sales
Repre.
Finance
Dept.
Telephone
operator
Computer
operator
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All the work is done under a branch manager. Under the
branch manager the whole work is divided under six
different departments.
There is an account department which takes care of all
work regarding the day to day transactions of the
business. All necessary accounts are maintained by this
accounting department. The job of this department is
complicated.
Second one is spare part department. The work of this
department is being done under spare part manager. The
unit is dealing with vehicles so this department has
its own separate existence. All activities regarding
purchase, usage, and dispatch of spare parts are done
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under the supervision of the spare part manager. Many
workers are wording under the manager.
The next and the most important is marketing
department. The unit is the dealer of the Bajaj Auto ltd.
As a dealer the unit should concentrate in this department
more. The whole department is under control of a
marketing manager. The show room staff is working
under his guidance and authority. Sales representatives
are there to deal with the customers. One receptionist is
sitting there in the show room at the entrance to guide
customers. The receptionist also maintains the data of the
customers visited over there. Finance department also
works under this marketing
department. Various finance schemes are available there
for the customers who can not afford direct cash
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payment. The finance schemes are available from Baja
Auto Finance, HDFC bank and ICICI bank. Well
experienced staff is available with the unit to deal.
Then after work or service department will come. The
task of the work manager is to check the individual
products after receiving order and to provide after sales
services also as the company gives five free services on
the product. The work is carried out under the
observation of work manager. One supervisor and many
mechanics are working under his control. The task of the
supervisor is to check the work which is going on in the
service department. Expert mechanics are working for
technical works. The work of getting
delivery of the stock is carried out under the work
managers supervision.
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There is a separate administrative department specially
working for the units all kind of administrative work.
Administrative work like making documents, maintain
the data, about delivery as well as maintain the data bank
of customers for future reference.
The next task comes is the Electronic data processing, a
comprised system for maintaining data by computer
work. Computers are the easy way to maintain the data
and because of its usage, paper work will be minimum.
All these various departments are interrelated for the best
co-ordination without such co-ordination the unit
can not work properly and conflicts will arise. Each
department is aware of the things going on at other
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department. All the staff perform their job properly and
getting all the advantages which are provided to the
employees of Bajaj Auto Limited.
Documents required :
Two photos
Residence Proof
Identity tool (identity card)
12 cheques
RECREATION ACTIVITIES
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The employees may not getting the advantage of
holidays on festival because of the rush of customers is
very high on those days. But the unit is doing very good
recreation activities for the employees. They are
arranging picnics or parties or sports activities etc once
in a week. Because of these activities the employees
came to know each other and accordingly co-ordination
between them will be more which will lead to the
company to higher sales figures.
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PRODUCT & ITS
SERVICES
We are talking about a very reputed company in Indian
Auto Market as well as international market. So, we have
also knowledge about its product. Bajaj is mainly dealing
with Auto Rickshaws as well as two-wheelers. That we
have discussed in the information about Bajaj.
Now about its authorised dealers i.e. Automotive Mfrs.
Pvt. Ltd. at Rajkot. A well recognized dealer of Bajaj.
This unit is dealing with 17 products. The lists of the
products are as under.
1. Chetak 4 stroke wonder Gear (scooter)
2. Spirit Met (scooter)
3. Spirit 70 Es. (scooter)
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4. M80 Major (Scooter)
5. Byk (bike)
6. Boxer at 100 K TEC (Bike)
7. Boxer AR CT (Bike)
8. Ct 100 DLX (Bike)
9. CT 100 (Bike)
10.Pulsar 150 ks DTSI (Bike)
11. Pulsar 150 ES Alloy Wheel (Bike)
12.Pulsar 180 ES (Bike)
13.Caliber 115 (Bike)
14.Wind 125 (Bike)
15.Discover k.s. (Bike)
16.Discover E.S. (Bike)
17.Discover E.S. alloy wheel (Bike)
Herewith the photographs of products are given.
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The two wheelers are segmented into three types :
Entry level product
Executive level product
Premium level product
In entry level, the products are of high performance
and low price. This level is for such customers who care
much about price and they want good average from the
vehicle.
In executive level, people are little bit careful about
looks and attractiveness of the product. They want both
average and good look.
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In premium level, people care very less about the
price. They want looks mainly. They want bike with hi-fi
technology and power peak up. The product lays under
this segment is costly.
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CUSTOMER
RELATIONSHIP
MANAGEMENT
EVALUATION & PHILOSOPHY OF CRM
The aim of customer relationship management is to
produce high customer equity. Customer equity is the
total of the discounted life time value of all of the firms
customers. Clearly the more loyal the customers, the
higher the customer equity. There are three types of
customer equity, value equity, brand equity and
relationship equity.
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Value equity is the customers objective assessment
of the utility of an offering based on perception of its
benefits relative to its costs. The sub
drivers of value equity are equity, price and
convenience. Each industry has to define the specific
factors understanding each factor in order to find
program to improve value equity. Value equity makes
the biggest contribution to the customer equity. When
products are differentiated and when they are more
complex and need to be evaluated, value equity drives
customer equity in business market.
Brand equity is the customers subjective and
intangible assessment of the brand, above and beyond its
objectively perceived value. The sub drivers of brand
equity are customers brand awareness, customers
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attitude towards brand and customers perception of
brand ethics. Companies use advertising,
public relations and other communication tools to
affect these sub drivers.
Relationship equity is the customers tendency to
stick with the brand, above and beyond objective and
subjective assessment of its with sub drivers of
relationship equity include loyalty program, special
recognition program, community building program and
knowledge building programs. Relationship equity is
especially important where personal relationship count
for a lot and where customers tend to continue with
suppliers out of habit or inertia.
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This formulation integrates value mgt., brand mgt.,
and relationship mgt., within a customer centered
focus. Companies can decide which driver (s) to
strengthen for the best pay off. The researchers believe,
they can measure and compare the financial return of
alternative investments.
CUSTOMER DEVELOPMENT PROCESS
Suspects
Prospects Disqualifies Pros.
First time customer
Repeat customer
Clients
Members
Inactive
or
ex- customers
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Advocates
Partners
The chart shows the main step in the process of attracting
and keeping the customers. The starting point is
everyone who might conceivable but the product or
service. From these the company may determine the
most likely prospects which hope to convert into first
time customers, and then repeat customers, and then into
clients company treats them specially. The next
challenge is to turn clients into members by starting a
membership program and then into advocated
customers who enthusiastically recommend the company
and its products. The ultimate challenge is to turn
advocates into partners.
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Some customers inevitably become inactive or drop out.
The challenge is to reactivate the customers through win
back strategy. Many times it is easy to
retract the customers because the company has the
records of his name, and address. The key is to analyse
the cause of customers defection through exit interviews
and lost customers survey. The aim is to win back only
those customers who have strong profit potential.
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CRM WHY?
We have already discussed the process of CRM in
any company. But now the question arises that why this
all is required? Only is a simple word we can say that for
the growth of the company. It is but obvious for any
company to maintain the relationship with the customers.
Because the customers are the indirect source of the
products. If the customer is satisfied with the product he
will suggest to other potential customers. Customer is
looking to the product from various angels and these
angels are the reputation of the company, product
quality, its price, weather the product is fit for the
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purpose or not?, the performance of the product, after
sales services which is provided by
the company etc. The potential customer will
obviously ask the person who had already use the
products. Especially in the case of durable goods and
then other person will suggest the product only if he is
fully satisfied with it.
Even for creating brand image CRM is necessary.
Brand creation depends not only on the product
performance but also on the companys performance and
CRM is one of the measurements of companys
performance.
A good relation with the customers makes them a
life time customers. In this competitive age, one can not
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afford that his customers are diverting to the other
companys products.
So this is whole about the requirement of CRM. It
is crystal clear that without CRM any business can not
run prosperously.
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APPROACH TO
CUSTOMER
RELATIONSHIP
MARKETING
Customer relationship marketing enables
companies to provide excellent real time customer
service by developing a relationship with each value
customer through the effective use of individual account
information. Based on what they know about each
customer, companies can customize market offering
services program, messages and media.
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Winning companies are more productive in
acquiring, keeping and growing customers. These
companies improve the value of their customer base by
excelling at the following customer strategies.
Reducing the rate of defection.
Increasing the longevity of the customers
relationship.
Enhancing the growth potential of each
customer through share of wallet, cross
selling and up selling.
Making low profit customers more profitable
or terminating them.
Focusing disproportionate efforts on high
value customers.
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Companies are keeping customers database for
inquiring the customers and for the shake of marketing
research also.
WHAT IS CUSTOMR DATA BASE?
A customer database is an organized collection of
comprehensive information about individual customers
or prospects that is current, accessible and actionable for
such marketing purposes as lead generation, lead
qualification, and sale of a product or service or
maintenance of customers relationship.
Automotive Bajaj is having customers data base
and business data base also. Business database contain
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past purchase of business customers; past volume, price
and profits, buyer team member names; status of current
contracts; an estimate of suppliers share of the
customers business; competitive suppliers; assessment
of competitive strengths and weaknesses in selling
and serving the accounts; and relevant buying practices,
patterns, and policies.
Savvy companies are capturing information every
time a customer comes into contact with any of its
departments. The touch points include a customer
purchase, a customer requested services call, an online
query, or a mail in relocate card. These details are
collected by the companys contact centers and
organized into a data warehouse.
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Customer relationship marketing has five different
types of marketing.
Basic Marketing :-
The sales person simply sells the product.
Reactive marketing :-
The salesman sells the product and encourages the
customers to call if he/she has questions, comments or
complaints.
Accountable Marketing :-
The sales person phones the customer to check weather
the product is meeting expectations. The sales person
also asks the customer for any product or service
improvement suggestions and specific disappointments.
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Proactive Marketing :-
The sales person contacts the customer from time to time
with suggestions about improved products uses or new
products.
Partnership Marketing :-
The company works continuously for its large customers
to help improve their performance.
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CRM AT AUTOMOTIVE
MFRS PVT. LTD.
It was all about CRM in general. But now we will
talk about CRM in Automotive. As an outlet of Bajaj it
makes very good sense to understand the process over
there. Automotive Mfrs Pvt. Ltd is the authorised dealer
of Bajaj and it works according to companys prescribed
plan and guidelines.
To understand it, it is required to understand about
how they are dealing with the customers.
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There is a specific way for dealing with customers.
The way is described in the following chart.
Customer visits
Meet the ReceptionistSales executive directly meets the customers
Inspect the products
Discuss about pricing and performance
Demand forThe information
Of s ecific roduct
Select the specificone
Discuss with salespersonAbout various product
No specific product
On cashbase
Choose from various
scheme ava lable
On finance
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Prepare document
Meet the requirements
Take the product to home
From the above mentioned chart following things are
raised out.
The prospective customer visits the shop. He came to
know about the shop by advertisement by previous
customers.
As soon as he enters into the shop he meets the
receptionist at the front counter or the sales
representative himself approach to the customer and ask
his requirements.
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The customers enters into the auto dealers shop means
he wants to buy the vehicle or wants the information
about existing products or newly launched products.
Sometimes the customer already has decided that he
wants to buy such specific product or he is in confusion
regarding the selection of the products. Sales
representative can solve his problem. As we have
discussed in product specification that Bajaj two wheeler
are segmented in three types i.e. entry level, executive
level, and premium level.
The sales person asks him about his requirement whether
he wants average or good looks or power pickup or low
cost. Then he shows that two wheeler which fits best in
the customer demand. The sales person gives him all the
information about the product regarding technical
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specification, advantages and of course pricing. The sales
person informs him about the after sales services also.
After this the customer select the specific product in
inspect it. Many a time the customer brings his mechanic
with him to inspect the products. By inspection he
confirms about the technical efficiency.
Now he discuss about the pricing again. The
customer may capable enough to purchase the product
the product on cash. According to the Automotive
strategy the customer can not pay the entire amount in
cash. He is required to give partially payment in cheques.
Sometimes the customer may not be able to pay the
payment in cash, for him loan facilities are available. In
Automotive the customers can get loan from.
Bajaj Auto Finance
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ICICI Auto Finance
HDFC Auto Finance
The customer can choose the scheme whichever is more
suitable to him.
SCHEME OF BAJAJ AUTO FINANCE
LTD.
Illustration is given with reference to Bajaj Pulsar 150
ES under 0% rate scheme.
59204 on road price
30000 loan amount
+ 29754 down payment cash
59754
- 59204 on road price
550 Document charges
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For 30000 loan amount Rs. 2500 installment for 12
months.
Here all financial formalities have made. Now it comes
to prepare documents. The ownership document is made.
The vehicle service is book is made available to the
customers. All the instructions regarding the vehicle are
there in the service book.
After finishing this it is necessary for the vehicle owner o
make R.T.O. Passing. Only after that he can get
permanent number of the vehicle.
Here the procedure of delivery ends.
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AFTER SLES SERVICES
As it is a business the activity never ends at the delivery
of the products. Actually the crucial activity starts from
here. Delivery of the product is the starting point of
customer relationship management.
In Automotive the system prevails of recording the data
of the customers for the future reference for these they
use particular computer based program as well as paper
filing. Maintenance of this data is very important for this
unit because this unit customer is the king.
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In future they use these data to maintain relation with
customers. They establish the contacts with the
customers through telephone. They inquire about the
performance of the vehicle. If the customers have any
problem, the unit solves it as its service station. Highly
experienced mechanics are available at the service
station. Who solve the problems occurred in the vehicle.
More than this on every vehicle 5 free services are given
free form the company. They do not care charge
anything in these services.
Customer relationship process is a long term process. It
is a continuous process also. According to this concept
the unit is going to maintain it.
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ANALYSIS OF
CUSTOMERS VIEW
Customers are the fundamentals of the growth of any
unit. Customer is the king in this competitive market.
Customer Concept :-
Companies practicing the marketing concept work at the
level of customer segments, a shaping number of todays
companies are now shaping separate offers, services and
messages to the individual customers. Companies hope
to achieve profitable growth through capturing a large
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share of each customers expenditures by building high
customer loyalty and focusing on customer life value.
Here with the customers views are taken :-
The product is highly durable, so it requires much
thinking before purchasing. Especially when such
large numbers of products are available in the
market.
Looks and performance matters more to the Indian
consumers.
Finance is also a matter for middle class people.
For rural market toughness of the vehicle is more
preferable rather than looks.
Advertising mainly affects in the urban market.
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Test rides are also much useful for the consumers to
choose newly launched products.
Exchange offers affects a lot to the consumers
preference.
SWOT ANALYSIS WITH
REFERENCE TO
AUTOMOTIVE
Strengths :-
The strengths of the unit are its team work and its
courtesy while dealing with the customers.
Weakness :-
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There are the internal weaknesses of the unit which are
to be solved at the higher authorities.
Opportunities :-
To open branches in small city and town is the main
opportunity for the unit.
Threats :-
Threats for the unit are the rise in competition and the
new products launched by other company. As well as
Mncs involvement in the Indian market is also a hurdle
for the company and unit.
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CONCLUSION AND
SUGGESTIONS
Herewith I conclude my project report. It was very nice
experience to get training over there in Automotives.
The efforts of the persons who gave me all the necessary
information was very good. This experience will remain
a part of my professional career I will remember it.
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Still there are some suggestions which will help the unit
for sale improvements.
1. Advertising is a core part of sales promotion. So
more advertisement especially in small cities and
remote villages will prove to be helpful for sales
improvement.
2. Branches in the small cities where the Bajaj outlets
are very less is available.
3. you can make the show room more decorative.
4. company can provide gifts to the customers with a
view of sales promotion.
5. more loyalty programs can create good image in
peoples mind.
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PROJECT REPORT
ON
CONSUMER TASTE &
PREFERENCES
WITH REFERENCE TO
JAYKAY MOTORS
(Authorised dealer for Hero Honda)
PREPARED BY
MR. SAMA SARFRAZ I.
T.Y.B.B.A
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COLLEGE
SMT. M.T.DHAMSANIA COLLEGE OF COMMERCE
RAJKOT.
SUBMITTED TO
SAURASHTRA UNIVERSITY
GUIDED BY
DR. TUSHAR HATHI
ACADEMIC YEAR: 2004-05
ROLL NO: 34 SEAT NO:
COLLEGE CERTIFICATE
This is to certify that the industrial
practical training report on Consumer
Taste and Preferences undergone at
Jaykay Motors is the original work of Mr.
Sama Sarfraz I. of T.Y.B.B.A. This report
is prepared under my guidance and
supervision.
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This work is submitted to the University
as part of curriculum to go through in the
examination.
Project InchargePrincipal
(Dr. Tushar Hathi)(T.T.Raiyani)
DECLARATION
I the undersigned, Sama Sarfraz I., the student of
T.Y.B.B.A. hereby declare that the project report
presented here is my own work and have been carried
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out under the supervision ofDr. Tushar Hathi of Smt.
M.T.Dhamsania commerce college.
This work has not been submitted to any other
university for any other examination.
Date: ( Sama Sarfraz I.)
Place: Rajkot
ACKNOWLEDGEME
NT
First of all, I am really very much thankful to my parents
and family. Actually this word thank you is much
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limited to show my feelings. Without these people I
would be nothing. By whose efforts, I have reached at
this stage and I know their blessings are always with me.
I am very much thankful to the authority of the college
who gave me a chance to make this kind of report. I like
to give special thanks to our professor cum guide Dr.
Tushar Hathi with whose guidance I can make this
report.
I am also very much thankful to the authority of the unit
who allowed me to get training in Jaykay Motors and
much thanks to Mr. Dhruv Rupabhinda and other staff
members of Jaykay Motors because they devote their
valuable time for me and help me to understand various
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components like Marketing, customer care and other
related activities.
I had tried my best to understand the topic which I have
selected in the reference to Hero Honda a leading two
wheeler Manufacturer and its dealer Jaykay Motors I
tried my best to include all the information as possible.
Date:
Place: Rajkot
PREFACE
Trend is dynamic
in every step of business cycle many changes are
occurring. None things are stable in this field. Business
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has to look out what is going on in its business
environment.
In this ever changing business environment consumer is
main who can affect much to demand of particular
product. Preference of consumers towards each and
every product is changing so I though to make a
consumer preference survey on Splendor Plus, the well
known motor bike of Hero Honda.
This project report has included preference of consumer
towards Splendor Plus. Today the demand of motor bike
is dependent upon certain strategy or facilities of bike
because there are many competitors in market. This
report will helpful to company for making well planned