A REPORT ON  AN INITIATIVE TO INCREASESALES OF AUTOMOTIVE GASKETS              IN  “DELHI AND NCR FOR CARS”               ...
TABLE OF CONTENTSAuthorization …………………………………………………………………. ivAbstract …………………………………………………………......................... v1. I...
EXECUTIVE SUMMARYIn India, at present, 77% of the Gasket market in India is dominated by organized sector andrest is taken...
PURPOSE OF THE PROJECTThe study is undertaken to determine the causes of lower sales of automotive gaskets in carsegment i...
AN OUTLINE OF THE WORK DONEThe project on an initiative to increase sales involves deep study about the product, marketing...
RECOMMENDATIONS TO TALBROS AUTOMOTIVE             COMPONENTS LIMITED “Business has only two functions - marketing and inno...
6. ONLINE SERVICES TO ITS VALUED CUSTOMERSThe company can keep a provision of providing online services to its valued cust...
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Summer Intership Report Excerpts

  1. 1. A REPORT ON AN INITIATIVE TO INCREASESALES OF AUTOMOTIVE GASKETS IN “DELHI AND NCR FOR CARS” AT TALBROS AUTOMOTIVE COMPONENTS LIMITED By: AMIT AGARWAL 08BS0000247 ICFAI BUSINESS SCHOOL, JAIPUR TALBROS AUTOMOTIVE COMPONENTS LTD., FARIDABAD 1
  2. 2. TABLE OF CONTENTSAuthorization …………………………………………………………………. ivAbstract …………………………………………………………......................... v1. Introduction 1.1 About the company………………...……......................................... 6 1.2 Purpose and Scope of the project…………………………………... 18 1.3 Limitations of the Study………………………………………….... 18 1.4 Methodology ………………………………………………………. 19 1.5 An Outline of the work done………………………………………. 17 1.6 About the company………………………………………………… 152. Main Text 2.1 Automobile Industry in India……………………………..……... 2.2 Automobile production trends……………………………...……. 7 2.3 Introduction to Auto components Industry……………...……..... 9 2.4 Ongoing trends in Auto components Industry………..…………. 13 2.5 Gaskets industry in India…………………………..……............. 14 2.6 PEST Analysis …………………………………...……………… 2.6.1 Political and Legal factors 2.6.2 Economical Factors 2.6.3 Social Factors 2.6.4 Technological Factors 2.7 Marketing Mix of Gaskets manufactured by TACL….................. 21 2.7.1 Product 2.7.2 Pricing 2.7.3 Promotion 2.7.4 Place/Distribution 2.8 SWOT Analysis of the firm………………………...…………..... 2.9 Data collection and Data Analysis…………………..…………… 2.9.1 Correlation Analysis…………………………………. 2.9.2 Charts and Graphs……………………………….. 2.9.3 Factor Analysis……………………………………..3. Findings and Conclusion4. Recommendations to Talbros Automotive Components Limited5. Appendices6. Annexures7. Bibliography………………………………………………................... 59 2
  3. 3. EXECUTIVE SUMMARYIn India, at present, 77% of the Gasket market in India is dominated by organized sector andrest is taken up by the unorganized sector. Talbros is today, Indias largest gasketmanufacturer and is taking care of the 50% of the market overall.Now, the company also wants to capture the Car segment in Delhi & NCR, which it has notbeen able to capture according to its potential and become the market leader in that segmenttoo. The company is showing lowering sales trend in Car segment in Delhi and NCR. Thesales and marketing strategy and the distribution network of the company plays an extremelyimportant role in selling of any product. In this context, it has been decided to conduct astudy on “an initiative to study & increase sales of automotive gaskets for cars in Delhi andNCR.”The study contains the needs, desires and expectations of the engine mechanics andautomobile retailers who are solely responsible for the sale of the company products. Thestudy not only covers theoretical aspects but also the practical aspects that the student learnedby going into the automobile markets and knowing every pros and cons of the product. Thestudy contains the technical aspects along with marketing aspect related to Gaskets. Theanalysis and its interpretation are done quantitatively as well as qualitatively. 3
  4. 4. PURPOSE OF THE PROJECTThe study is undertaken to determine the causes of lower sales of automotive gaskets in carsegment in Delhi and NCR, and thereafter, recommend initiatives to be taken to increasesales of gaskets in the car segment.Title: “An initiative to increase sales of automotive gaskets in Delhi and NCR for cars”.To study the sales and marketing aspects some of the objectives derived therefore are:  To study the automotive components market in India as a whole and thereby knowing about gasket market also.  To study the needs and desires of the engine mechanics and automobile retailers.  To analyze the data thus collected and give suggestions and recommendations to Talbros Automotive Components Limited.  To derive some strategies for value addition to Talbros Automotive Limited. SCOPE OF THE PROJECTThe scope of the project is delimited to the study of the gaskets markets in Delhi and NCR.The project is related to the needs and expectations of the engine mechanics and automobileretailers operating in Delhi and NCR and caters specifically to the use of Gaskets. The studyis conducted solely for the internal purpose of Talbros Group and is intended that the projectwill derive some strategies for value addition to Talbros Automotive Components Limited.The project will therefore help in analyzing the Gaskets market in Delhi and NCR region, andthereby knowing about the changing trends in the automotive industry. Apart from givingknowledge about theoretical aspects the project will also include practical judgmentcapability of the student. 4
  5. 5. AN OUTLINE OF THE WORK DONEThe project on an initiative to increase sales involves deep study about the product, marketingstrategies, distribution network of the company and the need and demand of the product inthe market today and in future.The project I am working on deals with all the aspects of marketing and to market anyproduct the knowledge of the product is indispensable. Therefore, my company guideprovided me with a brief knowledge over the production of gaskets and the explicit use of theproduct. Around about 25 days were spent getting product know how, how it is made, thepros and cons of the product and also related marketing aspects & strategies for this product.Coming from a non – mechanical background, at start it was hard to digest fast but learningfrom the scratch really helped at later stages knowing about the gaskets, gasket industry,automotive components industry and thereby, automobile industry as a whole. All of themare interdependent on each other. In other words, there exists a positive correlation amongthese industries. The automobile industry got badly hit by US recession in 2008 especiallyfrom September to November and therefore, it was one of the hardest times for theautomotive industry of the India had to face.Finally I was handed a project to know the reasons for drowning sales of the gaskets in Delhiand NCR over the previous few years. A single questionnaire already framed for mechanicsand retailers was given to me, which was then later modified by me differently for bothmechanics and retailers for better knowledge & understanding.A sample size of 100 mechanics and 20 retailers were taken to gain and justify theconclusions regarding ongoing trends in the local market. Then, I started visiting themechanics and automobile retailers around about every nook & corner of Delhi & NCR totake feedbacks from each area. It not only helped me owning the skills of talking to peoplefrom various backgrounds but also helped me to extract data required, the way you need. On the other hand, I also continued with the secondary search to know about the automotivemarkets both automobile and auto-components market as a whole and the strategies that canbe worked out for a highly engineered product as Gasket. The study involves sub-processes around the marketing of Talbros Gaskets and the processof attracting and retaining, mechanics and retailers, to buy Talbros products. All in all, Itinvolves finding out the reasons for low sales in the Car segment in Delhi & NCR for thecompany, though, it is the reckoned leader in the Gasket market overall. 5
  6. 6. RECOMMENDATIONS TO TALBROS AUTOMOTIVE COMPONENTS LIMITED “Business has only two functions - marketing and innovation.” Only the businesses whichare successful in accepting and adapting changes with times survive tough times in themarkets.In a nutshell, according to the survey conducted, the company needs to: 1. SHIFT LOYALS TO BRAND LOYALSThe desires and demands of the mechanics are quite reasonable as per the study goes. Themechanics demand only for small gestures and rare gifts that will motivate them to use theproduct further. This small investment of company in mechanics may retain them moreprofits in the long term. 2. REGULAR CONTACT WITH AUTOMOBILE RETAILERS AND MECHANICSThe company should keep regular contacts with the automobile retailers and enginemechanics. The direct contact with the retailers will help them notice the demands in themarkets. The contact with engine mechanics will again help them removing problems facedby the mechanics. This will also motivate mechanics to use quality product instead of onlylooking for incentives. 3. KNOWLEDGE OF MECHANICSThe mechanics should be provided free proper training by individuals from the company sothat they will learn about the right way of installing the product. Also, the company shouldprovide proper knowledge to the retailers as well as to the mechanics about the product andthe company. 4. RETAILER DOMINATED AND MECHANIC DOMINATED AREASThe company should place exclusive outlets of Talbros at the areas which are Retailerdominated to bring competition in the market. 5. QUALITY, PRICING AND BRAND VALUEThe company should keep on providing high quality products in the market with the effectivepricing strategies to dominate over other players in the market. The thickness of the productshould be maintained constant. With its high brand knowledge, the consumers will adapt toTalbros products only. 6
  7. 7. 6. ONLINE SERVICES TO ITS VALUED CUSTOMERSThe company can keep a provision of providing online services to its valued customers tohave almost cost free contacts with dealers and other customers. They should be provided aarea to file in the complaints of the product, so that they can be eradicated with great effect inthe next shift. 7. PROMOTION AND AVAILIBILITYThe company should promote its product to the end consumers so that they do not getinfluenced by mechanics or retailers and thereby, go for higher quality product. Some of theareas still lack availability, so company should make it available easily to the retailersresiding in far off areas. 8. PROPER AND REGULAR CHECKS ON SUSPECTED AREASDuring the study it was found that there is an evidence of fake products in the markets withthe company stamp on them. The company should catch the defaulters and should take properlegal action against those retailers so that they do not keep other products. 7

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