Brand awareness and its impact on sales of gm motors project report mba marketing

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Brand awareness and its impact on sales of gm motors project report mba marketing

  1. 1. BELLAD Enterprises Pvt.Ltd. EXECUTIVE SUMMARY This projects report containing the marketing research on “Brand Awareness ofGeneral Motors at Bellad Enterprises PVT LTD. Hubli. I have chosen this topic concerned to their requirement as the Bellad EnterprisesPVT LTD. GM having over 12 brands in different countries, but mainly 2 brands onwhich I have concentrated more as per requirement of Bellad Enterprises PVT LTD. Because as the GM is one of the biggest companies in the world not onlyproducing and selling cars and now they concentrating to target the domestic market andthey trying to know how much the domestic market or local people are aware of theirdifferent brands and how they have opinion regarding these brands. So in simple the need is to know, the awareness level and the customers responseabout brands of GM. My basic intention is to make the customers or people make aware of differentbrands of GM and also to know the opinion in the market and their perception andsatisfaction in the market of GM brands.Data collection approach: By using primary and secondary sources collected the required information. 1.Primary source: Questionnaire, Personal interview. 2. Secondary source: Company website, related information from Internet, journals, Textbook, Newspapers, etc. BABASAB PATIL Page - 1
  2. 2. BELLAD Enterprises Pvt.Ltd.Sample Selection Method: Regarding to my project sample size is 100 and the sample target customers arethose people who visit the company’s showroom and by random sampling throughconvenience sampling i.e those customers who come at the different places near thecompany showroom. Here random sample because to make people aware of GMdifferent brands, and also to check perception of people regarding brands who alreadyknow the GM brands within Hubli-Dharwad.Method of Analysis: It involves a recorded observations into dissipate statement. The measurement andevaluation of data is done using statistical tools and technique like simple percentagemethod, graphical representation with the help of data code sheet using MS Excelsoftware.Conclusion and Recommendations: All the analysis and recommendations are based on the results have been got afterthe completion of survey, which is undertaken by me at the company showrooms. BABASAB PATIL Page - 2
  3. 3. BELLAD Enterprises Pvt.Ltd. INTRODUCTION This project report is on market research on Brand Awareness of General Motors.It is a partial fulfillment of requirement of MBA 2nd SEMESTERIt was a goodopportunity given by the Bellad’s Enterprises Pvt Ltd. Hubli, to learn practical aspects ofmarket. I have chosen this topic relating to the company requirement, to make the brandawareness to the domestic market people or customer. As the GM is one of the biggestcompanies in the world not only producing and selling cars the market as domestic level.So to make the awareness of different brands of GM in Indian market. So the basic need is to know the brand awareness level of GM & BelladEnterprises Pvt Ltd. in Hubli-Dharwad city. I collected the information by a structured questionnaire that includes all therequirements, what the company need. BABASAB PATIL Page - 3
  4. 4. BELLAD Enterprises Pvt.Ltd. LITERATURE REVIEW In marketing a brand is the symbolic embodiment of all the information connectedwith a product or service. A brand typically includes a name, logo and other visualelements such as images fonts, color schemes, or symbols. It also encompasses the set ofexpectations associated with a products or service which typically arise in the minds ofpeople. Such people include employees of the brand owner, people involved withdistribution, sale or supply of the product or service, and ultimately consumer. In othercontexts the term “Brand” may be used where the legal term trademark is moreappropriate Branding is a basic marketing concept that is designed to set yourproducts/services apart from the competition. By using a particular name, phrase, design,symbol or a combination of these, you can create a unique identity. 1. It should suggest product/ service benefits 2. It should be simple, memorable, and unique. 3. It should fit the image of the company. 4. It should have positive connotation for the target market. 5. It should be easy to pronounce and to pictorially. BABASAB PATIL Page - 4
  5. 5. BELLAD Enterprises Pvt.Ltd. Branding is not a sales and marketing gimmick. Instead it refines and definescorporate culture and identity. A brand must have meaning to its consumers, itsorganization and its employees. Brand is an emotional link between you and yourcustomer. It is what people buy when they buy your product or your company. The mostimportant part of a brand’s identity is the promise it makes to customers. The essence ofbranding is simplicity and timelessness. Some marketers distinguish the psychological aspect of a brand from theexperiential aspect. The experiential aspect consists of the sum of all points of contactwith the brand and is known as the brand experience. The psychological aspect,sometimes referred to as the brand image, is a symbolic construct created within theminds of people and consists of all the information and expectations associated with aproduct or service. The animist approach to brand building considers the conceptualstructure of brands, businesses and people. A brand that is widely known in the marketplace acquires brand recognition.Where brand recognition builds up to a point where a brand enjoys a mass of positivesentiment in the marketplace, it is said to have achieved brand franchise. One goal inbrand recognition is the identification of a brad without the name of the company present. BABASAB PATIL Page - 5
  6. 6. BELLAD Enterprises Pvt.Ltd. The term brand name is often interchangeably with “brand”, although it is morecorrectly used to specifically denote written or spoken linguistic elements of a brand. Inthis context a “brand name” constitutes a type of trademark if the brand name exclusivelyidentifies the brand owner as the commercial source of products or services. A brandowner may seek to protect proprietary rights in relation to a brand through trademarkregistration. The act of creating public awareness of a specific brand in order to maximize itsrecognition, successful brand awareness strategies should define a company’s uniquenessand set it apart from competition. Quite simply, if potential customers do not know abouta company, they will not purchase from it. Therefore, one of the preeminent goals of anybusiness should be to build brand awareness, albeit in as cost-effective manner aspossible. Consumers tend to make purchasing decisions based on peer recommendationsand direct experience, as well as traditional advertising methods. This is why it isnecessary to build brand awareness strategies out by instilling trust among consumers.This trust must be achieved through credibility, rather than just a catchy advertisingcampaign. Promotional marketing involving a one-to-one component is provingincreasingly effective at building trust and acquiring new customers. BABASAB PATIL Page - 6
  7. 7. BELLAD Enterprises Pvt.Ltd. STATEMENT OF THE PROBLEM After making impressive sale of quality cars in other countries. GM is going to indue to its different brands in domestic market. So it is very much necessary to know theawareness level of GM brands in domestic market. Customer awareness is mainly depends on strategies used by promotionalmanager. An effective promotional method has to be used to make customers aware ofthe product. There are many medias through which a company can undertake to solve thisproblem. Brand loyalty, brand image and goodwill of the firm are all contributors tomake awareness of the product. If the brand image is very high than any product which isnewly launched by that company. The product quickly becomes aware in the market. Some company spends hugeamount of money in advertising the product. The intention of the advertising is to spread awareness of the product andadvertising plays vital role in the creating awareness of the product. BABASAB PATIL Page - 7
  8. 8. BELLAD Enterprises Pvt.Ltd. PURPOSE OF THE STUDY The purpose of the study is to know the brand awareness of GM in the minds ofcustomers and change in buying behavior can be estimated by this study. The marketingstrategies can be designed in accordance with this change. It will be helpful for themanagers to make decisions. Hence, this study should be conducted. The rational behind choosing this topic is to study/ to know—  To know the awareness level of GM brands in Hubli-Dharwad city.  To determine the factors which influence the purchasing of the car.  To know the opinion about brands of GM  To analyze the expectations of the customers. SCOPE OF THE STUDY The main important purpose of the study is to know the awareness level of GMbrands, and I also like to know the factors, which influences the purchasing of the car.The study is conducted in Hubli-Dharwad city at GM showroom including the othercompany’s car showroom and by random sampling. BABASAB PATIL Page - 8
  9. 9. BELLAD Enterprises Pvt.Ltd. OBJECTIVES OF THE STUDYI ) To study brand awareness with respect to Chevrolet and Opel brands of GeneralMotors:Sub-Objectives 1) To know the top brands preferred by customers among the various available. 2) To know the awareness level of GM (GENERAL MOTORS) 3) To know the awareness level of BELLAD’S Enterprises GM CAR Showroom. 4) To know the effectiveness of the available mediaII) To know the various criteria for choosing particular brand of car.Sub-Objectives 1) To find the factors like Brand Name, Safety, Comfort, Price, Maintenance,Aesthetics, etc., that influencing the buying behavior of customers while choosing aparticular companies car.III) To analyze the expectations of the customers.IV) To know the opinion about brands of GM BABASAB PATIL Page - 9
  10. 10. BELLAD Enterprises Pvt.Ltd. ORGANIZATION PROFILE BELLAD ENTERPRISES PVTLTD – Authorized Dealer for GMName: Bellad Enterprises Pvt Ltd Tel: 0836-2218338/9Location: Opp. N.G.E.F., P.B. Road Fax: 0836-2218337 Rayapur,Hubli-580025 Karnataka.INTRODUCTION TO THE ORGANIZATION: Bellad Enterprises Pvt Ltd is an authorized dealer for GM, for Marketing, Sales,Accessories, Service and Repairs of GM range of vehicles. Bellad Enterprises Pvt Ltd started its operations in 2003 at Hubli city have a well-equipped workshop with all infrastructure facilities. The workshop is well supported byan organized spare parts division. The dealership includes departments, which arecontrolled by respected heads having well-experienced and dynamic personalities. Board of directors Sri. Chandrakant G Bellad. (Director) Smt. Lilavathi C Bellad. (Director) Mr. Arvind Bellad. (Managing Director) BABASAB PATIL Page - 10
  11. 11. BELLAD Enterprises Pvt.Ltd.ORGANIZATION STRUCTURE OF BELLAD ENTERPRISES PVT LTD Board of Directors Managing Director General Manager Sales Managers Senior Service Manager Sales Executives Service Advisers Supervisors Mechanics BABASAB PATIL Page - 11
  12. 12. BELLAD Enterprises Pvt.Ltd. General Motors History In the Early 1900s there were nearly 1000 Car Companies building and sellingCars. Motorcar firms were appearing everywhere. By the late 1920s only 200 firmscontinued in Business. Most of which later by acquision merged with much morefinancially stable Automakers. In 1902 David Buick incorporated Buick Motor Car Company in Detroit (USA),which later was the Nucleus of the Original General Motors Ltd. William Capro Durrant King of The Carriage Makers predicted that a million carsa year would be in demand some day. With the acquision of Buick in sometime 1904made it the most influential auto manufacturer in the country. In a period of 6 years acquired Oldsmobilc, Cadillac, Oakland (now Pontiao),Ewing, Marquette, Welch, Scripps-Booth, Sheridan and Elmore With Rapid and Reliancetrucks. The Founding of General Motors was on September 16 1908 in New Jersey(USA) with a population of 25,000 and merged all the acquisition to form only fourcarlines Buick, Oldsmobile, Cadillac and Oakland. By 1911 only 3 years after foundation General Motors exported its first batch of20 American built cars for sale in Europe. BABASAB PATIL Page - 12
  13. 13. BELLAD Enterprises Pvt.Ltd.General Motors Corporation became Official on October 13th 1916, when incorporationpapers were filed in Delaware.In 1918 Chevrolet also became part of the GM Corporation.By 1920 there were production plants to assemble GM cars in Europe.By 1920 Durrant had acquired 30 Companies by full or part purchase cf their stock. Twomajor acquisitions were McLaughlin Motor of Canada (which later became GeneralMotors Canada LTD) and Fisher Body Company.At the time GM was getting started. Engineering development was at. its peak with newkinds of technology and gadgets innovations to make cars better and more reliable. Onesuch leadership in engineering development was occurring in Dayton OHIO. Theintroduction of the electric self-starter Designed by Charles F Boss Kettering at hisDayton Engineering Laboratories Company. It first appeared on the 1912 Cadillac bydoing away the dangerous and unpredictable hand crank. This made the car more popularand accessible to a greater part of the population.Boss Kettering who became the technical mastermind of GM in 1925 merged hisengineering company with General Motors and in charge of its unparalleled research andengineering programs.Some of the innovations were All steel one-piece roof, Two cycle diesel truck engines,independent front wheel suspension, automatic transmission. BABASAB PATIL Page - 13
  14. 14. BELLAD Enterprises Pvt.Ltd.Hyatt Roller Bearing Company of Harrison also became part of General Motors in 1923.Vauxhall Motors of England was Purchased in 1925.Adam Opel of Germany was purchased in 1928.13 production plants outside USA by 1928.During World War I GM turned its facilities within 18 months to the production of warmaterials.During World War II FROM 1942 TO 1945 GM halted all automobile production andmade war materials from guns, canons, tank, and aircraft.After World War II Engineering and Manufacturing units in Brazil and Australia.1970s changed most of the GM car designs from RWD TO FWD.In 1983 all Buicks design and platform changed from RWD to FWD.1984 Joint venture with Toyota Motor Company of Japan to produce small cars for USAbrand name Chevrolet Nova.1984 new brand added to the fleet Saturn, compact cars to compete with JapaneseCompact cars in the American market.1984 acquired Electronic Data Systems (EDS) Dallas to enter the Information Technology Industry. BABASAB PATIL Page - 14
  15. 15. BELLAD Enterprises Pvt.Ltd.1985 to expand capabilities purchased Hughes Aircraft Company. Integrated some ofits own electronics division with Hughes and formed GM Hughes ElectronicsCorporation.1987 GMs Sunraycer, a solar powered car designed and built by several of GMs units,won the inaugural transcontinental World Solar Challenge in Australia. Overshooting thenearest compition by 600 Miles. The 6-day trek was an evidence of GM leadership inElectric propulsion, lightweight materials and aerodynamics.1989 Purchased 50 % of Saab Automobiles AB of Sweden.1992 GMs component manufacturing units were centralized to GM AutomotiveComponent Group Worldwide (renamed Delphi Automotive in 1995).1992GMAC was established (MasterCard credit) to facilitate the customer with easymoney.1992 GM& Toyota signed an agreement for GM to supply North American built cars toToyota for sale in Japan. GM will build RHD Chevrolet Cavaliers in the US, whichToyota will purchase and sell in Japan. BABASAB PATIL Page - 15
  16. 16. BELLAD Enterprises Pvt.Ltd. General Motors Corporation•The worlds largest automaker has been the global industry sales leader since 1931.•Founded in 1908 employs about 325,000 people around the world.•Has manufacturing operations in 32 countries and its vehicles are sold in 200 countries.•In 2004, GM sold nearly 9 million cars and trucks globally•GMs global headquarters are at the GM Renaissance Center in Detroit. BABASAB PATIL Page - 16
  17. 17. BELLAD Enterprises Pvt.Ltd.MILESTONES:1897Olds Motor Vehicle Company, Inc., the oldest unit of General Motors Corporation, isorganized by Ransom E. Olds with capital of $50,000 & the first Oldsmobile is produced1902Cadillac Automobile Company is organized in Detroit by Henry M. Leland, a precisionmanufacturer of automotive components.1903Buick Motor Company founded by David Dunbar Buick, is incorporated1904William Crapo ("Billy") Durant of Durant-Dort Carriage Company, Flint, Michigan,takes control of Buick Motor Company.1908Sept 16: Under Billy Durants leadership, General Motors Company is organizedincorporating the Buick Motor Company.Nov 12: Oldsmobile becomes the second company to join General Motors when OldsMotor works is sold to GM. BABASAB PATIL Page - 17
  18. 18. BELLAD Enterprises Pvt.Ltd.1909General Motors purchases Cadillac on July 29, 19091911Chevrolet Motor Company of Michigan is incorporated in November of 1911 by LouisChevrolet, William Little and Edwin Cambell, William Durants son-in-law.Headquarters are in Detroit.Cadillac adopts the electric self-starter as standard equipment.1925Vauxhall Motors Ltd., Luton, England, is acquired by General Motors.1926GM enters South Africa by forming General Motors South African (Pty.) Limited.General Motors (Australia) Pty. Ltd. is incorporated with headquarters at MelbourneGeneral Motors New Zealand Ltd. begins assembly operations at Petone on August 30.1929Adam Opel AG, based in Russelsheim, Germany, is acquired by GM and takes its placeas a key member of the General Motors family.1930The 1930 Cadillac "V-16" is the industrys first production car to offer sixteen-cylinderengine and immediately sets a new standard for power, performance & luxury BABASAB PATIL Page - 18
  19. 19. BELLAD Enterprises Pvt.Ltd.1931General Motors - Holdens Ltd. is formed through merger of Holdens Motor BodyBuilders Ltd. and GM (Australia) Pty. Ltd.1940GM celebrates production of its 25-millionth car.1950Chevrolet introduces the Powerglide transmission, becoming the first competitor in thelow-price field to offer fully automatic shifting.1951Buicks LeSabre and XP-300, two custom-built super-streamlined concept cars, areintroduced to test GMs new advances in styling and mechanical features.1952Power steering is offered by Cadillac, Oldsmobile and Buick1953The Chevrolet Corvette is introduced. It is the first volume production sports car and thefirst production car with a plastic body to be produced in quantity.1958GM marks its 50th anniversary with a year-long Golden Milestone celebration. Thetheme was "From the Progress of the Past - the Promise of the Future" BABASAB PATIL Page - 19
  20. 20. BELLAD Enterprises Pvt.Ltd.1967GM celebrates the production of its 100-millionth US-made car (April 21).1972GM enters into a joint venture with Shinjin Motor Co. of Seoul, Korea, to build andmarket cars in Korea.The joint venture is named General Motors Korea Company, Ltd.The company is renamed Saehan .viotor in 1976.In 1982, Daewoo Group assumes managerial control and renames it Daewoo Motor Co.Ltd.GM retains 50% stake until 19921981GM and Suzuki Motor Company, Ltd., the worlds largest manufacturer of mini-compactvehicles, announce an agreement to develop future supply and distribution arrangements. BABASAB PATIL Page - 20
  21. 21. BELLAD Enterprises Pvt.Ltd.1983The 1984 Chevrolet Corvette is introduced, with the cars first major styling change in 15Years.1986General Motors of Canada and Suzuki announce a joint venture, CAMI, to manufacturesmall cars and sport utility vehicles in Canada.1995GM sales beyond North America exceed 3 million units for the first time.General Motors and Shanghai Automotive Industry Corporation (SAIC) sign anagreement for a proposed vehicle joint venture, a joint venture technical developmentcenter and other related projects in Shanghai, China1999Adam Opel celebrates 100 years of automobile production.2001GM Daewoo Auto & Technology (GMDAT) was established.Shanghai GM, launches the Buick Sail, the first modern family car built in China2002The GMDAT started operations on October 17, with GM and its partners Suzuki andSAIC (Shanghai Automotive Industry Corporation) holding a stake of 66.7% withinvestments of US$400 million. BABASAB PATIL Page - 21
  22. 22. BELLAD Enterprises Pvt.Ltd.2004GM is the only auto maker to make Fortune magazines annual rankings of the top 50"Best Companies for Minorities."2005The all-new Chevrolet Aveo sedan makes its worldwide debut at Auto Shanghai, Chinaspremier auto show.General Motors India1994General Motors India incorporates a 50-50 joint venture company with the C.K. BiriaGroup of Companies,1999General Motors India became a full subsidiary of GM. BABASAB PATIL Page - 22
  23. 23. BELLAD Enterprises Pvt.Ltd. GM India Products GM India Plant located on 45,000-square-meter plant at Halol, 45 kilometers northwest of Vadodara, in the western state of Gujarat. Produces two models Optra and Tavera and imports Completely Built up Units of Forester: Year Sales (In Units) 2005 30,837 2004 26,166 2003 15,155 GMs operations in India produce premium automobiles in a world class-manufacturing environment combining:genuityanagement Know-howEngineering. BABASAB PATIL Page - 23
  24. 24. BELLAD Enterprises Pvt.Ltd.GM India Expansion Plans:- General Motors Indias Halol facility in Gujarat isundergoing major expansion to further increase its capacity to 85,000 units in 2006 toprovide world class vehicles made in India to the discerning Indian consumer.THE CHEVROLET MILESTONS1911Chevrolet Motor Company of Michigan is incorporated in November by Louis Chevrolet,and William Durant.1918Chevrolet joins General Motors Co-poration.1924•GMs first European assembly plant at Copenhagen is to build Chevrolets for sale inScandinavian countries, the Baltics, and Germany, Poland, Czechoslovakia, Austria,Hungary and Russia. BABASAB PATIL Page - 24
  25. 25. BELLAD Enterprises Pvt.Ltd.•The first GM vehicle assembled outside the U.S. and Canada, a Chevrolet utility truck,comes off the Copenhagen assembly line.1929Chevrolet introduces its new six-cylinder engine for use in commercial vehicles.1953Chevrolet Corvette is introduced•It is the first volume production sports car.The first production car with a plastic body to be produced in quantity.1958Chevrolet introduces the El Camino, designed to combine big car comfort with the utilityof a pickup truck, as a 1959 model. BABASAB PATIL Page - 25
  26. 26. BELLAD Enterprises Pvt.Ltd.1959Chevrolet introduces the Corvair. General Motors New Zealand Ltd. begins assemblyoperations at Petone on August 30.1963Chevrolet introduces its midsize Malibu as a 1964 model.In 1963, one out of every ten cars sold in the United States was a Chevrolet.1966Chevrolet introduces the F-body Carnaro as a 1967 model.1975Chevrolet introduces the Chevette1983The 1984 Chevrolet Corvette is introduced, with the cars first major styling change in 15years.1966The Chevrolet Corvette celebrates its fiftieth anniversary.2005The all-new Chevrolet Aveo sedan makes its worldwide debut at Auto Shanghai, China’spremier auto show. BABASAB PATIL Page - 26
  27. 27. BELLAD Enterprises Pvt.Ltd.Chevrolet in IndiaIn July 2003, Chevvy was back in the India after about 40 years.General Motors India introduces the iconic ‘Chevrolet’ brand February 11, 2003 New Delhi: GM India launches a unique advertising campaign ‘I am Chevrolet’. “I am Chevrolet--India”.Automotive companies that work under the flag of GM are:  Chevrolet  Opel  Vauxhall  Cadillac  Buick  Oldsmobile  Pontiac  GMC  Saturn  Holden  Saab  Isuzu BABASAB PATIL Page - 27
  28. 28. BELLAD Enterprises Pvt.Ltd.History of Opel Opel, where did it all start? Adam Opel, the founder of Opel, was born on May 9th ,1837 in Russelsheim. His father was a smith so it was obvious that Adam would take over this business. It all turned out differently. Adam was interested in technique. In Paris he got interested in sewing machines and after having worked in a factory where they produced sewing machines he made the decision to go back to Germany and start his own factory. This took place 1862. The Factory was a big success, so in 1867 Adam bought a piece of land near the railway station in Russelsheim to build a production plant. Still the Bahnhofstrasse is the official address of Opel In the meanwhile Adam got interested in bicycles, which became very popular in that time. In 1886 he starts producing his first bicycle under the name of Opel, the well known model with the huge front wheel and the small rear wheel.Very soon Adam starts producing different models and again this is a big hit: the bicycle division is expanding rapidly.On September 8lh ,1895 Adam Ope dies and his sons take over the business. At that time Opel is a company which produces 20,000 sewing machines and 16,000 bicycles yearly, employing over 1,500 people. BABASAB PATIL Page - 28
  29. 29. BELLAD Enterprises Pvt.Ltd. Parallel to all this Opel was also engaged in producing motorcycles. This all started around the turn of the century when they discovered a gap in the market. There was nothing between the bicycle and a car, so they started developing a motorcycle. In 1902 they presented their first motorcycle, soon followed by more models. The attempt to take over the market failed and Opel stopped producing motorcycles. In the years to come Opel took two more attempts to become a producer of motorcycles , but also these attempts failed. After the first world war things are looking bad for Opel. The whole factory has to be started up from scratch. They first start producing bicycles and in 1919 the first car is produced again. Unfortunately, because of the bad economy, there is hardly a market for new cars. On top of that the technology used is already old fashion. Opel just in time realises that the only way to survive is too lower the price of the vehicles. To be able to realise this they implement a new production method which is a great success in the United States: the assembly line. The first car produced according to this concept is the "Laubfrosch" , only available in the colour green. The "laubfrosch" is a turning point for Opel. Production is going up and in the year 1928 Opel is again the biggest producer of cars in Germany. BABASAB PATIL Page - 29
  30. 30. BELLAD Enterprises Pvt.Ltd. Opel And General Motors In the twenties everything looks okay for Opel: production is going up and sales are good. In 1926 foreign car producers start flooding the market and Opel realises that it is time for expansion in order to cope with this situation.Due to several financial events Opel is eventually forced to start negotiating withGeneral Motors about a take over. In 1929 GM takes over 80% of the stock and twoyears later the other 20 %. An agreement is made that the name Opel remains. General Motors itself is a company founded in 1908 in the United States. General Motors was a merger of several little companies of which there where many in those days. Already soon more and more companies join, companies like: Olds motor company (Oldsmobile), de Chevrolet motor company, de Buick motor company and the Cadillac motor company. Already after three years GM started up its international activities. GM kept on growing and growing and took over more and ore companies. In 1923 GM opened its first assembly plant outside North-America, namely: Denmark. To meet the demands of the European customer, General Motors Continental was founded in 1924 in Belgium, In 1925 GM took over Vauxhall motors. Nowadays GM is one of the biggest companies in the world not only producing and selling cars but is also present in other lines of business. BABASAB PATIL Page - 30
  31. 31. BELLAD Enterprises Pvt.Ltd. Imp Facts and events.Adam Opel originates from a family of locksmiths.1862 Foundation of Adam Opel AG in Russelshiem, where he builds his first SewingMachine.1887 Opel builds first high-wheeler bicycle. Later in the year Production of first safetybicycle.1899 Contract with carriage builder Friedrich Lutzmann from Dessau. First Opel car builtin Russelsheim called LUTZMANN.1901 Contract with Alexandre Darracq to build First Opel Motorcycle.1902 Manufactures of bodies for cars under brand name Opel-Darracq. Car completelybuilt by Opel lOhp 2-cyl engine with built in water pump, at a top speed of 45Km/h.1903production of first 4 cyl engine with an Output 20 hp.1904Four speed transmission, drum brakes, double ignition, spur gear drivencamshaft, metal cone clutch.1906 Crankcase made of aluminum, production of taxi, foundation of subsidiary inBerlin. Completion of the 1,000th Opel Automobile. BABASAB PATIL Page - 31
  32. 32. BELLAD Enterprises Pvt.Ltd.1907 Opel wins "Kaiser Prize" for the best German car in the Taunus Race. Start of truckproduction.1909 introduction of a new model "Doktorwagen" 4/8 hp engine with removable wheel rims.1910 standardized unit assemble for different bodies.1911 new model launched called "Torpedo"1912new model launched with 40/100 hp 4 cyl-engine with multi Valve technology.Heating available as standard for the first time. New model launched with 13/30 hpcalled "The Egg".1913Construction of the first Opel racecar with 16 valve OHC four cylinders.1914 New 5/14 model launched called "The Puppchen". Opel is Germanys biggest Automanufacturer.1916 First Opel Six cylinder engine 4.7 liters l8/50hp with electric starter, electricheadlights, hydraulic shock absorbers.1924New model launched called "Laubfrosch" 4/12 hp engine. With Multi-plate steelclutch, oil pump lubrication, removable cyl cover. Opel dealers introduce standardizedmaintenance at fixed cost.192510/45 hp engine type 80 model with 4 wheel brakes. BABASAB PATIL Page - 32
  33. 33. BELLAD Enterprises Pvt.Ltd.1926Labfrousch price reduced from 4,000 to 2,980 marks.1928 Presentation of Opel Eight cylinder 24/110-hp engine on new model called "TheRegent" with 4 wheel brakes. - On May 23rd 1928 Fritz Von Opel reaches top speed of238 Km/h on the Berlin avus track with the rocket car Rak-2. This record was not brokenuntil 1934 in Germany.1928 GM maximum stakeholder.1929 GM acquires 80% of shares of Opel.1931 GM acquires 100% of Opel. New 1.8 liter six cyl engine and 1.2 liter four cylengine installed on new models. 1935 model Olympia with integral all steel body frame. And increased passive safety. New economical model launched called "P-4" at a price of 1,650 marks. Construction of truck plant with a capacity of 25,000 trucks. 1936Opel is Europes largest auto producer with annual production of 120293 cars. New model launched Kadett wil integral safety frame and body. 1937Bicycle manufacturing ends. New super six-cyl engine with short stroke OHV. Dip panting standard. New model launched Admiral 3.6 liter.1940 One millionth Opel produced. Passenger car production stops in October. BABASAB PATIL Page - 33
  34. 34. BELLAD Enterprises Pvt.Ltd.1944Russelsheim and Brandenburg plant destroyed by plants.1945Kadett production equipment dismantled by the Soviet Union.1946Production of the first post-war Opel, a 1.5 ton Blitz truck.1947Olympia production resumes.1948Pre war Kapitan model reintroduced with minor changes.1950 Russelsheim plant fully rebuilt.1951 per run engines installed on all Opel models. Opel is the first manufacturer tointroduce this system in Europe.1953 New Olympia Rekord with potoon body.1956 Two million Opel Kapitan Produced. Inaugural of new body plant K-40. Plantcapacity doubled from 100000 to 200000 units annually.1957 New Olympia Rekord PI model with wrap around windshield.1962 Opels 100th anniversary. Inaugural of Bochum plant to produce new Kadett-A.1964 Introduction of the new Opel Kapitan, Admiral and Diplomat models.1966 Inaugration of new Plant to build Chassis and Synthetic Material.1967 new model Commodore A launched.1968presentation of the two seat GT coupe with retractable headlamps.1969Second generation of Kapitan, Admiral and Diplomat with new body and De Dionrear axle. BABASAB PATIL Page - 34
  35. 35. BELLAD Enterprises Pvt.Ltd.1970Introduction of new models Manta A and Ascona A.1971 10 Million Opels build.1972 new model Rekord D and Commoodore B launched.1975 new Manta B and Ascona B models launched.1977 New Rekord E, Monza A and Senator A models launched.1979 first Opel FWD launched in new Kadett D.1981 new model Kadett E model launched.1982 production of the Opel Corsa Begins.1983 20 million cars build. Asbestos-free clutch as standard equipment.1984 new Senator model first passenger car in the world sold with Supercharged Dieselengine as standard. New Kadett GSI 2 door coupe launched.1985 Opel is the first manufacturer in Germany to fit CATALYIC CONVERTERS as standard. Single point fuel injection standard with Corsa andKadett.1986 new Opel Omega launched super saloon with Euro I norms1987 Opel completes 125 years in Business.1988 Opel launches Vectra in H/B and N/B body styles. With Euro I norms.1989 Opel installs Euro II engines on all petrol models as standard equipment. BABASAB PATIL Page - 35
  36. 36. BELLAD Enterprises Pvt.Ltd.1990 new automated plant to manufacture 150,000 cars annually with employment of 2000.1991 Opel at 1 position in the market and Launch of The Astra H/B model. ST1992 Opel Astra N/B model launched. New model 4 wheel drive Montery and Fronteraalso launched. All Opels Euro II.1993 Opel at number one position in the market with models available in all segment tochoose from. Opel also wins the "Golden Wrejicji^_award.1994 new Omega launched with 6 CYL engine as standard, Omega also wins "GoldenSteering Wheel award". Launch of Tigra 2 door coupe with 16 valve engines as standard. BABASAB PATIL Page - 36
  37. 37. BELLAD Enterprises Pvt.Ltd.Diversity Awards2004  HENAAC Award - Hispanic Engineering National Achievement Award, October 2004 - Awarded to Grace Lieblein in the category of Professional Achievement  Community Spirit Award to GMHIT (GM Hispanic Initiatives Team) from Latino Family Services, October 2004- Diane DeHoyos, President  HACU (Hispanic Association of Colleges & Universities) Private Sector Award,  October 2004  100 Best Companies for Working Mothers, Working Mother Magazine, October 2004  Latin Business Magazine 2004 - Diversity Honor Roll (September issue)  LULAC League of United Latin American Citizens - Presidential Award (July 2004)  LatinaStyle Magazine,Top 50 Best Companies for Latinas to Work For in the U.S. (July 2004 issue)  VISTA Magazine - America’s Top Family Friendly Companies (July 2004)  Top 100 Companies for African-Americans - Black Professionals Magazine (June 2004)  TAMACC-Texas Association of Mexican American Chambers of Commerce - Chairman’s Legislative Leadership Award (March 2004) BABASAB PATIL Page - 37
  38. 38. BELLAD Enterprises Pvt.Ltd.2003  2003 Ellis Island Medal of Honor Award - Michael Liao  "Top 50 Best Companies for Hispanic Women to Work for in the U.S.," Latina Style magazine, 2003  YMCA Minority Achievers Award, May 2003 - Jocelyn Allen-Harp  "100 Emerging Business Leaders," Detroiter Magazine (August Issue publication), May 2003 - Tanya Hayes, Public Policy Center  Board of Directors Award, LA SED (Latin-Americans for Social and Economic Development, Inc.), 2003 - Roderick D. Gillum, GM Vice President, Corporate Responsibility & Diversity  "Top 50 Hispanics in Business and Technology," Hispanic Engineer & Information Technology magazine, April 24, 2003 - Diane DeHoyos, Greg Deveson, Grace Lieblein  2003 National Asian American Engineer of Year Award, Chinese Institute of  Engineers/USA, February 2003 - J.T. Wang  Corporation of the Year, Southern Christian Leadership Conference (SCLC) Detroit Chapter, 2003 BABASAB PATIL Page - 38
  39. 39. BELLAD Enterprises Pvt.Ltd.2002  Prism Award, 2002  Chair Award, U.S. Hispanic Chamber of Commerce, 2002 - Orlando Padilla  "Top 50 Corporations for Multicultural Business Opportunities (Div50)" by Div2000.com , 2002  Dream Maker Award, Detroit Hispanic Development Corporation, 2002  Corporate Trailblazer Award, Minorities in Business magazine, 2002 - Orlando Padilla  Corporation of the Year, U.S. Hispanic Chamber of Commerce, October 2002  National Asian American Corporate Achievement Award, Organization of Chinese Americans, October 2002 - Ray G. Young  Helen Keller Achievement Award in Employment Opportunity, American Foundation for the Blind, 2002  Hispanic Engineer National Achievement Awards Corporation (HENAAC) - Orlando Padilla  Black Engineer of the Year Recognition Awards - Valorie Horton, Sherri Hankerson, Belden Love  "Executive of the Year," African American on Wheels magazine, January 2002 - Rod Gillum BABASAB PATIL Page - 39
  40. 40. BELLAD Enterprises Pvt.Ltd. SAMPLING Sampling allows us to concentrate our attention upon relatively small number ofpeople and hence devote more energy to ensure that the information collected from themaccurate.Sample: Representation of a particular population. And is the subset of the population.Concerned to my project, the sample represented is, as sample size of 100 people innumber & the sample is consisting of the visitors of company showroom and othercompanies’ car showrooms at Hubli city. Stages in the selection of a sample  Define the target population  Specify the sampling frame  Specify sampling unit  Specify sampling method  Determine sample size  Specify sampling plan  Select the Sample BABASAB PATIL Page - 40
  41. 41. BELLAD Enterprises Pvt.Ltd.Define the target population: Concerned to my project, I have selected the target population as; the customerscome to the company showroom and also through random sampling the customers whocome to other company’s showroom.Specify the sampling frame: Concerned to my project, the sampling frame held in Hubli-Dharwad city, herebasically the GM car showroom and customers come to other company’s car showroomthrough convenience sampling. Other company’s car showroom. 1. Maruti (RNS) 2.Tata Motors (Manickbag) 3.Toyota (Shodha Motors) 4. Hyundai (Bellad)Specify the sampling unit: Sampling unit consisting of the selected sample.Specify sampling method: Concerned to the project, I am using the non-probability sampling method. I.e.through random sample.Determine sample size: Here the sample size selected is 100. BABASAB PATIL Page - 41
  42. 42. BELLAD Enterprises Pvt.Ltd. RESEARCH DESIGN Define the Research problem Estimate the value of information Select the value of information Select the Data Collection Method Select the Measurement Technique Select the Sample Select the Analytical Approach Evaluate the Ethics of the Research Specify the Time & the Financial cost DATA COLLECTION METHEODS BABASAB PATIL Page - 42
  43. 43. BELLAD Enterprises Pvt.Ltd. The information necessary for this survey is collected by tapping primary andsecondary sources the sources are:Primary Sources:  Questionnaire: Concerned to my project, I am using the structured questionnaire with open-ended,close ended. And the questionnaire was addressed to the customers who visited thecompany showroom and also other companies’ showroom and those customers whovisited the market area through convenience sample.  Personal Interaction:Type of Interview: Structured Interview, it refers to the extent to which an interviewer isrestricted to following the wording and instructions in the questionnaire.Secondary Sources:  Company Websites  Related Information from Internet  Company Reports  Books and PublicationsMEASURING TOOLS:- Descriptive type of research, using the questionnaire withrating scale, Open & Close- ended questions. BABASAB PATIL Page - 43
  44. 44. BELLAD Enterprises Pvt.Ltd. ANALYSIS WITH GRAPHS AND CHARTSQ1. Do you own a car? Q1 Do you own a car Yes 32% Yes 32% No 68% No 68% Total number of sample Yes No 100 32% 68%  The above graph shows that 32% of the respondents are owners of cars and 68% of respondent have not owned car. BABASAB PATIL Page - 44
  45. 45. BELLAD Enterprises Pvt.Ltd.4. Whenever you think of a car which brand comes to your mind. Q4 Wenever you think of a car wich brand comes to your mind 45 42 40 35 30 25 20 15 15 11 10 8 10 5 5 5 2 2 0 GM MUL TATA Hyundai Fiat Honda Toyota Ford Others Motors No. GM MUL Tata Hyundai Fiat Honda Toyot Ford Others Samples a 100 8 42 15 11 2 5 10 5 2  From the above graph it shows that 42% of the respondents were Maruti brand in the minds of customers, 15% of respondents are Tata Motors, 11% of respondents are Hyundai and 10% of respondents are Toyota brand. BABASAB PATIL Page - 45
  46. 46. BELLAD Enterprises Pvt.Ltd.5. Are you aware of Bellad’s Enterprises GM Car Showroom at Hubli? Q5 Are you aware of Bellad Enterprises GM car showroom at Hubli Yes Yes No 96% 4% No Total No of Samples Yes No 100 96 4  From the above graph we can see that, in the total sample size of 100. 96% of the respondents were aware of Bellad Enterprises pvt ltd GM car showroom at Hulbi, and 4% of the respondents were not aware of Bellad Enterprises pvt ltd GM car showroom at Hulbi. BABASAB PATIL Page - 46
  47. 47. BELLAD Enterprises Pvt.Ltd.6. Are you aware of GM (General Motors)? Q6 Are you aware of GM (General Motors) No 4% Yes 96% No 4% Yes 96% Total No of Samples Yes No 100 96 4  From the above graph we can see that, in the total sample size of 100. 96% of the respondents were aware of General Motors, and 4% of the respondents were not aware of GM. BABASAB PATIL Page - 47
  48. 48. BELLAD Enterprises Pvt.Ltd.7. If yes, through which media. Q7 If yes, through which media 35 30 25 20 15 32 27 10 20 5 12 5 4 0 0 Hoarding News Magazines TV ads Internet Others Blank papersTotal No Hoarding News Magazines TV ads Internet Others Blank papers 100 12 27 5 20 0 32 4  The above graph shows that majority of the respondent came to know about GM cars through Newspapers, TV ads & friends. Magazines, Hoarding and Internet play a small role. BABASAB PATIL Page - 48
  49. 49. BELLAD Enterprises Pvt.Ltd. 8. Which brands of GM are you aware of? Q8 Which brand of GM are you aware of NoneBlank Chevrolet Opel 0% 4% 8% 4% Chevrolet Opel Both None Both Blank 84% Total No Chevrolet Opel Both None Blank 100 8 4 88 0 4  Here we can see that out of 96 respondents, 8% respondents are aware of only Chevrolet brand and 4% respondents are aware of Opel brand. Majority of the respondents are aware of both brands.9. Whether the Brands of GM have lived up to your expectation. BABASAB PATIL Page - 49
  50. 50. BELLAD Enterprises Pvt.Ltd. Q9 Whether the Brands of GM have lived up to your expectation 45 42 40 35 30 24 25 18 20 15 12 10 4 5 0 0 Strongly Agree Neither agree Disagree strongly Blank agree nor Disagree disagreeTotal No Strongly agree Agree Neither agree Disagree Strongly Blank nor Disagree disagree 100 18 42 24 12 0 4  The above graph illustrates the expectation level of customers towards the GM products. Out of 96 respondents, 18 respondents have strongly agreed that whatever they expected from the brand has lived up to their expectations. 42 respondents have too agreed on this, 24 respondents have neither agreed nor disagreed on this.12 respondents has said that GM brands did not lived up to their expectation.10. What is your opinion about Brands of GM? BABASAB PATIL Page - 50
  51. 51. BELLAD Enterprises Pvt.Ltd. Q10 What is your opinion about Brands of GM 50 40 30 48 20 28 20 10 4 0 0 Excellent Good Average Poor Blank Total No Excellent Good Average Poor Blank 100 20 48 28 0 4  Here from above we can see that, the opinions made by the customers towards the GM brands. 50% respondents have opinion of the GM products are good. 21% respondents have rated it as excellent brand. 29% of them said that brands are average and no customer have read GM product as poor.11. Which factors do you prefer while purchasing car. BABASAB PATIL Page - 51
  52. 52. BELLAD Enterprises Pvt.Ltd. Q11 Which factors do you prefer while purchasing car 30 25 24 25 20 18 15 13 10 10 6 4 5 0 ce e ty e tic rt er am ic fo fe an th he Pr om Sa O N en st Ae d C nt an ai Br MTotal No Brand Safety Comfort Aesthetic Price Maintenance Name Other 100 4 6 10 13 25 18 24  According to survey it is found that Mileage, Price and Maintenance are the most crucial features considered while purchasing a Car BABASAB PATIL Page - 52
  53. 53. BELLAD Enterprises Pvt.Ltd. 12. Rank the following on the scale of 1 to 8. (Starting from 1 to 8, 1 for the most preferred and 8 for the least preferred). 100% 90% 8 80% 7 70% 6 60% 5 50% 4 40% 3 30% 20% 2 10% 1 0% GM MUL Tata Toyota Hyundai Fiat Honda Ford Rank GM MUL Tata Toyota Hyundai Fiat Honda Ford 1 8 42 18 10 10 5 5 2 2 12 22 40 12 10 6 6 7 3 13 12 26 18 40 4 7 12 4 17 10 12 30 12 5 12 9 5 30 10 4 12 12 10 15 18 6 10 4 0 10 12 15 25 20 7 10 - - 4 16 25 18 28 8 0 - 0 4 5 30 12 4  According to survey it is found that Maruti, Tata, Hyundai and Toyota are the most preferred brands rated by respondents. BABASAB PATIL Page - 53
  54. 54. BELLAD Enterprises Pvt.Ltd. SUMMARY This projects report containing the marketing research on “Brand Awareness ofGeneral Motors at Bellad Enterprises PVT LTD. Hubli. It was a good opportunity given by the Bellad’s Enterprises Pvt Ltd. Hubli, tolearn practical aspects of market. I have chosen this topic relating to the company requirement, to make the brandawareness to the domestic market people or customer. As the GM is one of the biggestcompanies in the world not only producing and selling cars the market as domestic level.So to make the awareness of different brands of GM in Indian market. So the basic need is to know the brand awareness level of GM & BelladEnterprises Pvt Ltd. in Hubli-Dharwad city. I collected the information by a structured questionnaire that includes all therequirements, what the company need. BABASAB PATIL Page - 54
  55. 55. BELLAD Enterprises Pvt.Ltd. FINDINGS  It is found that majority of the respondents are preferred by Maruti brand, i.e.42% of respondents, 15% of Tata brand, 11% of Hyundai and 10% of Toyota brand.  It was amazing to know customers were aware of GM. I.e. 96% of the respondent were aware of GM.  96% of respondents are aware of Bellad Enterprises Pvt Ltd GM car showroom at Hubli.  It is found that majority of the respondents come to know through Newspapers, TV ads and others. I.e. 27% of Newspapers, 20% of TV ads and 32% of others.  88% of respondents are aware of both brands of GM (Chevrolet & Opel).  The brands have lived up to the expectation of the customers. I.e. 42% of respondents are agreeing.  The opinion of the customers towards GM brands was good. I.e. 50% of respondent’s opinions were good.  Price, Maintenance & Mileage were upheld as the most crucial factors considered while purchasing a car. I.e. 25% of Price, 18% of Maintenance & 24% of Others. BABASAB PATIL Page - 55
  56. 56. BELLAD Enterprises Pvt.Ltd. RECOMMENDATIONBy deep drilling of project some recommendations I would like to add to the company: -  The company awareness is good, but it has to create awareness of the GM brands cars in the minds of the customers.  Company has to increase promotional activities like giving more advertise, free insurance, free accessories and finance facilities.  Company has to concentrate more on the attributes that are preferred by the customer; so that company can meet their expectations by meeting their expectation the company can position themselves positively in the minds of the customers.  Most of the respondents perceived that, there are few models and more pries cars provided by GM. Therefore, company should concentrate more models and less pries cars.  The respondents were provided some of the important suggestions like. 1. To introduced diesel car. 2. To introduced less price car. 3. More advertisements should be done. 4. To introduced B & C – Segment car. BABASAB PATIL Page - 56
  57. 57. BELLAD Enterprises Pvt.Ltd.  CONCLUSIONS From the comprehensive mining of the project some of the proposed actions orsome of the suggestions to the company are, The company awareness level being OK, it is observed that some people areconfused about Chevrolet and Opel brands are under GM or not. GM is one of the biggest companies in the world. And now the company isconcentrating on domestic market. Therefore there is a lot of potential / opportunity in thedomestic market. It is also observed that the advertising and sales promotional activitiesthat are carried out by the showroom are very less. Therefore they should formulate someaggressive strategy, which will help to increase the sales volume. And the company also has to make a point that most of the people in theirsuggestion said that they want the diesel and B & C Segment cars, so the company canuse this information to manufacture the right type of Cars i.e., the style that what thepeople want. BABASAB PATIL Page - 57
  58. 58. BELLAD Enterprises Pvt.Ltd. QUESTIONNAIREDear sir/madam, 1. Do you own a car? a) Yes [ ] b) No [ ] (If No go to Q.No 4) 2. If yes, specify the name of the company._________________________ 3. Basic criteria for choosing the above mentioned company. a) Brand Name [ ] b) Safety [ ] c) Comfort [ ] d) Aesthetics [ ] e) Price [ ] f) Maintenance [ ] g) If any other, specify:_____________ 4. Whenever you think of a car which brand comes to your mind. a) GM [ ] b) MUL [ ] c) TATA Motors [ ] d) Hyundai [ ] e) Fiat [ ] f) Honda [ ] g) Toyota [ ] h) Ford [ ] i) If any other, specify:__________________ 2. Are you aware of GM (General Motors)? a) Yes [ ] b) No [ ] 3. Are you aware of Bellad’s Enterprises GM Car Showroom at Hubli? a) Yes [ ] b) No [ ] 4. If yes, through which media. a) Hoarding [ ] b) News papers [ ] c) Magazines [ ] d) TV ads [ ] BABASAB PATIL Page - 58
  59. 59. BELLAD Enterprises Pvt.Ltd. e) Internet [ ] f) If other, specify:________________ 5. Which brands of GM are you aware of? a) Chevrolet [ ] b) Opel [ ] c) Both [ ] d) None [ ] 6. Whether the Brands of GM have lived up to your expectation. a) Strongly agree [ ] b) Agree [ ] c) Neither agree nor Disagree [ ] d) Disagree [ ] e) strongly disagree [ ] 7. What is your opinion about Brands of GM? a) Excellent [ ] b) Good [ ] c) Average [ ] d) Poor [ ] 8. Which factors do you prefer while purchasing car. a) Brand Name [ ] b) Safety [ ] c) Comfort [ ] d) Aesthetic [ ] e) Price [ ] f) Maintenance [ ] g) If any other, specify________________ 9. Rank the following on the scale of 1 to 8. (Starting from 1 to 8, 1 for the most preferred and 8 for the least preferred). a) GM [ ] e) Hyundai [ ] b) MUL [ ] f) Fiat [ ] c) TATA Motors [ ] g) Honda [ ] d) Toyota [ ] h) Ford [ ] 13.Any suggestions on GM Brand. _________________________________________________________________ Name: _________________________ Occupation:______________________ Address: ________________________ Annual Income:__________________ _________________________ Ph.No: _______________________ Thank-You for Your co-operation BABASAB PATIL Page - 59
  60. 60. BELLAD Enterprises Pvt.Ltd. MASTER CODE SHEETSl.No Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8 Q9 Q10 Q11 Q12 Q13 1 2 9 1 1 4 1 9 To introduced less price car 2 2 6 1 1 3 3 2 1 7 6 To introduced B & C – Segment car 3 1 Maruti 5 2 1 1 6 3 3 3 5 2 More advertisements 4 2 4 1 1 4 3 2 1 2 4 To introduced diesel car 5 2 2 1 1 6 3 1 2 4 2 To introduced less price car 6 2 1 1 1 6 3 3 2 6 1 To introduced diesel car 7 1 Tata 6 3 1 1 6 3 2 3 3 3 To introduced B & C – Segment car 8 2 2 1 1 4 3 4 1 7 2 More advertisements 9 2 7 1 1 6 3 2 2 4 7 To introduced less price car 10 1 Maruti 1 2 1 1 6 3 4 1 5 2 To introduced diesel car 11 2 8 1 1 3 3 2 1 6 8 To introduced less price car 12 2 2 1 1 1 3 3 3 7 2 To introduced B & C – Segment car 13 2 1 1 1 6 3 2 1 7 1 More advertisements 14 1 Maruti 2 1 1 4 3 4 2 5 2 To introduced diesel car 15 2 7 1 1 6 3 1 2 3 7 More advertisements 16 1 Maruti 2 1 1 6 3 2 3 6 2 To introduced diesel car 17 2 1 1 1 6 3 4 1 4 1 To introduced B & C – Segment car 18 1 Hyundai 4 1 1 4 3 2 2 7 4 To introduced diesel car 19 2 3 1 1 6 3 1 1 7 3 To introduced less price car 20 2 2 2 2 4 5 2 21 2 2 1 1 6 3 3 3 1 2 More advertisements 22 2 6 1 1 1 3 2 1 7 6 More advertisements 23 1 Maruti 2 1 1 6 3 4 2 5 2 To introduced diesel car 24 2 1 1 1 4 3 3 2 2 1 To introduced B & C – Segment car 25 2 2 1 1 6 3 2 3 4 2 To introduced diesel car 26 2 4 1 1 6 3 4 1 6 4 To introduced less price car 27 1 Tata 3 1 1 6 3 2 2 3 3 To introduced diesel car 28 2 2 1 1 4 3 1 1 7 2 To introduced less price car 29 2 7 1 1 6 3 2 1 4 7 To introduced B & C – Segment car 30 1 Maruti 2 1 1 6 3 3 3 5 2 More advertisements 31 2 1 1 1 1 3 2 1 6 1 To introduced diesel car 32 2 2 1 1 1 3 1 2 7 2 More advertisements 33 1 Hyundai 4 1 1 6 3 3 2 7 4 To introduced diesel car 34 2 3 1 1 4 3 2 3 5 3 To introduced B & C – Segment car 35 2 2 1 1 6 3 4 1 3 2 To introduced less price car 36 2 1 1 1 6 3 2 2 6 1 To introduced B & C – Segment car 37 1 Maruti 2 1 1 6 3 4 1 4 2 More advertisements 38 2 8 1 1 4 3 2 1 7 8 To introduced diesel car BABASAB PATIL Page - 60
  61. 61. BELLAD Enterprises Pvt.Ltd.39 2 2 2 2 4 7 240 1 Tata 3 1 1 6 3 2 1 5 3 To introduced diesel car41 2 2 1 1 3 3 1 2 1 2 To introduced B & C – Segment car42 2 2 1 1 6 3 3 2 7 2 To introduced diesel car43 2 7 1 1 6 3 2 3 5 7 To introduced less price car44 1 Fiat 5 1 1 4 3 4 1 2 5 To introduced diesel car45 2 6 1 1 6 3 2 2 4 6 To introduced diesel car46 1 Maruti 2 1 1 6 3 4 1 6 2 To introduced less price car47 2 9 1 1 6 3 2 1 3 9 More advertisements48 1 Tata 3 1 1 4 3 3 3 7 3 To introduced B & C – Segment car49 2 4 1 1 6 3 2 1 4 4 To introduced diesel car50 2 2 1 1 6 3 1 2 5 2 To introduced less price car51 2 2 1 1 1 3 3 2 6 2 To introduced diesel car52 2 7 1 1 6 3 2 3 7 7 To introduced less price car53 1 Maruti 2 1 1 6 3 4 1 7 2 To introduced B & C – Segment car54 2 1 1 1 4 3 2 2 5 1 More advertisements55 2 2 1 1 6 3 1 1 3 2 To introduced B & C – Segment car56 2 3 1 1 6 3 2 1 6 3 More advertisements57 1 Hyundai 4 1 1 6 3 3 3 4 4 To introduced diesel car58 2 2 2 2 4 7 259 2 7 1 1 2 3 1 2 7 7 To introduced diesel car60 1 Maruti 2 1 1 2 3 3 2 5 2 To introduced B & C – Segment car61 2 8 1 1 1 3 2 3 1 8 To introduced diesel car62 2 2 1 1 1 3 4 1 7 2 To introduced less price car63 1 Tata 3 1 1 2 3 2 2 5 3 To introduced diesel car64 2 2 1 1 4 3 4 1 2 2 More advertisements65 2 4 1 1 2 3 2 1 4 4 To introduced less price car66 2 3 1 1 2 3 3 3 6 3 To introduced diesel car67 1 Maruti 2 1 1 2 3 2 1 3 2 To introduced B & C – Segment car68 2 7 1 1 4 3 1 2 7 7 To introduced diesel car69 2 6 1 1 2 3 3 2 4 6 To introduced less price car70 1 Maruti 2 1 1 2 3 2 3 5 2 To introduced diesel car71 2 1 1 1 1 3 4 1 6 1 To introduced less price car72 2 2 1 1 2 3 2 2 7 2 More advertisements73 2 3 1 1 2 3 1 1 7 3 To introduced less price car74 1 Hyundai 4 1 1 4 3 2 1 5 4 To introduced B & C – Segment car75 2 2 1 1 2 3 3 3 3 2 More advertisements76 1 Fiat 5 1 1 2 3 2 1 6 5 To introduced diesel car77 2 4 1 1 2 3 1 2 4 4 To introduced less price car78 1 Maruti 2 1 1 4 3 3 2 7 2 To introduced diesel car79 2 2 1 1 2 3 2 3 7 2 To introduced B & C – Segment car80 2 3 2 2 4 5 3 BABASAB PATIL Page - 61
  62. 62. BELLAD Enterprises Pvt.Ltd. 81 2 2 1 1 1 3 2 2 1 2 More advertisements 82 2 7 1 1 2 3 1 1 7 7 To introduced diesel car 83 1 Tata 3 1 1 2 3 2 1 5 3 To introduced diesel car 84 2 8 1 1 4 3 3 3 2 8 To introduced less price car 85 2 2 1 1 2 3 2 1 4 2 To introduced diesel car 86 2 6 1 1 2 3 1 2 6 6 To introduced B & C – Segment car 87 1 Maruti 2 1 1 2 3 3 2 3 2 To introduced diesel car 88 2 7 1 1 4 3 2 3 7 7 To introduced less price car 89 2 2 1 1 2 3 4 1 4 2 More advertisements 90 1 Fiat 5 1 1 2 3 2 2 5 5 To introduced less price car 91 2 3 1 1 3 3 1 2 6 3 To introduced B & C – Segment car 92 2 7 1 1 3 3 2 1 7 7 To introduced less price car 93 2 2 1 1 2 3 3 1 7 2 To introduced B & C – Segment car 94 2 4 1 1 4 3 2 3 5 4 More advertisements 95 2 2 1 1 2 3 1 1 3 2 To introduced diesel car 96 1 Hyundai 4 1 1 2 3 3 2 6 4 To introduced less price car 97 2 2 1 1 2 3 2 2 4 2 To introduced diesel car 98 2 3 1 1 4 3 3 3 7 3 To introduced B & C – Segment car 99 2 8 1 1 2 3 2 1 7 8 To introduced diesel car100 2 2 1 1 2 3 1 2 5 2 To introduced diesel car BIBLOGRAPHY BABASAB PATIL Page - 62
  63. 63. BELLAD Enterprises Pvt.Ltd. REFERENCE BOOKS:  Marketing Research: Tull and Hawkins  Marketing Management: Philip Kotler INTERNET WEB SITES:  www.gm.co.in  www.chevrolet.co.in  www.opel.co.in BABASAB PATIL Page - 63
  64. 64. BELLAD Enterprises Pvt.Ltd. BABASAB PATIL Page - 64

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