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Automobile industry project report
 

Automobile industry project report

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    Automobile industry project report Automobile industry project report Document Transcript

    • E X E C U T I V E S U M M A R Y
    • Executive SummaryThe motive of this essay is to give clear information about FORD entry intothe luxury and premium automobile sector. The flow of the essay would startwith the background and introduction about the company, then coming overto the mark et factors that led company to enter INDIA, also about the entrystrategy in terms of corporate decisions they took for doing business in INDIAand what companies’ present strategy in INDIA is to gain the market share.Bayerische Motoren Werke G. m. b. H. Started operations in 1918, thefoundation stone was laid as late as 1916 as Bayerische Flugzeugwerke AG(BFW), it then cha nged into Bayerische Motoren Werke Aktiengesellschaft(FORD AG) in 1918.In today’s date. The list of ten largest automobile manufacturers featuresFORD g roup and even possess the brands like MINI and Rolls-Royce, the triobeing the c ore heart of super luxury brands in the worlds industry.The FORD GROUP’S financial services also have a boosted stand in market andalso the motorcycle sector is doing business successfully.FORD INDIA Company setting up headquarter in gurgaon (the ncr) FORD
    • INDIA is 100% subsidiary of the FORD group. The investment initially in INDIAis around 1.4 billion INDIA n rupees.FORD INDIA is a German producer of cars and motorcycles marketed underflagship of FORD brand In 2006 FORD focussed on one of the biggest andfastest growing market of luxury and niche car sector which is INDIA and alsolooking at the fate of the competit or Daimler Benz, grounded their tents inINDIA. Also allowing space for more inv estments in INDIA following financialyear for over 30 million again in addition the initial investment done. This is allfor the premium automobile sector mark et in INDIA which consist of about1.3% which is in percent a small figure but w hen it comes to numbers it isaround 10 million perspective customers in INDIA a nd with the currentmarket and economy this figure will certainly go up at the r apid speed Nowcoming up to the factors which led FORD to invest as fdi into INDIA.
    • TABLE OF CONTENTS Introduction Company Profile Scope & Product Data Markettign Strategies Research Methodology Analysis & Interpretations Suggestions Bibliography Annexure • Questionnare
    • INTRODUCTION
    • INTRODUCTION TO THE TOPIC Today’s society is warm with urbanization and demonstration effect. With a viewtowards it, there are drastic changes coming up in all sectors even in the automobileindustries. The following information gives an insight about it. In the present context the companies operate on the principle of natural selection –“Survival Of The Fittest”. Only those companies will succeed which at best match to thecurrent environmental imperatives – those who can deliver what people are ready to buy.But real marketing does not involve the art of selling what the manufacturers make.Organizations gain market leadership by understanding consumer needs and findingsolutions that delight consumers. If customer value and satisfaction are absent, no amountof promotion or selling can be compensate. Hence the aim of marketing is to build andmanage profitable customer relationship. This is a part of the strategic marketing done by every company to achieve itobjectives and goals. To maximize the profits and longterm plans every organization has tofollow a strategic planning. Marketing is much more than just an isolated business function – it is a philosophythat guides the entire organization towards sensing, serving and satisfying consumer needs.The marketing department cannot accomplish the company’s customer relationship-buildinggoals by itself. It must partner closely with other departments in the company and withother organization throughout its entire value – delivery network to provide superiorcustomer value and satisfaction. Thus marketing calls upon everyone in the organization to“think customer” and to do all they can to help build and manage profitable customer
    • relationship. Marketing is all around us, and we need to know that it is not only used bymanufacturing companies, wholesaler and retailers, but also by all kinds of individuals andorganizations There are four major, powerful themes that go to the heart of modern marketingtheory and practice, they are:1. BUILDING AND MANAGING PORFITABLE CUSTOMER RELATIONSHIPS.2. BUILDING AND MANAGING STRONG BRANDS.3. HARNESSING NEW MARKETING TECHNOLOGIES IN THIS DIGITAL AGE.4. MARKETING IN A SOCIALLY RESPONSIBLE WAY AROUND THE GLOBE. What marketing is what it does and what it offers? “Marketing is a social and managerial process whereby individual and groups obtainwhat they need and want through creating and exchanging products and value with others.” “Marketing management is the process of planning and executing the conception,pricing, promotion and distribution of ideas, goods and services to create exchanges thatsatisfy individual and organizational goals.” “Marketing offers some combination of products, services, information, orexperiences offered to a market to satisfy a need or want” Marketing is an orderly and insightful process for thinking about and planning formarkets. The process starts with researching the market place to understand its dynamics.The marketer uses research methodologies to identify opportunities, that is, to findindividuals all groups of people with unmeet needs or latent interest in some products orservice. The marketing process consists of the following: 1. Analyzing marketing opportunities. 2. Developing marketing strategies.
    • 3. Planning marketing programs 4. Managing the marketing efforts. Before taking any decision and achieving the goals, it has to make analysis of what to do, how to do, when to do, where to do and who is to do it. This is nothing but strategic planning. Goals indicate what a business units wants to achieve whereas strategy is how to get there. Marketing strategies in simple terms are the complete and unbeatable plans designed specifically for attaining the marketing objectives of the firm. Marketing can be called as a game plan for achieving its goals. Strategy choice will depend on whether the firm or the marketer plays the following roles:  Market leader  A challenger  A follower  A nicher The identification of objectives, both in quantitative and qualitative terms, is anessential backdrop to strategy formulation. Goals have a quality and time frame attached tothem. These are typically spelt out in terms of financial return, market share, marketpresence, etc. Thus, the concept of market oriented strategic planning arises with the link betweenthe products the link between the products the manufacturer is dealing in and the marketconditions. In this direction, our study deals only with the marketing strategies i.e.promotional strategies of the Ford automotives.
    • OBJECTIVES
    • OBJECTIVES OF THE STUDYPrimary Objective:To know the influence of various Marketing Strategies, Promotional Activities towards thecustomers of four wheelers(cars).Secondary objective: • To know the effective factors for preferring 4 wheelers(CARS) • To know the factor of awareness of the cars. • To Study and analyze the Promotional Strategies of Ford • To know whether the customers are satisfied with the offers given by the dealer. • To know which kind of offers can attract the new customers. • To find the area to be improved • To find out satisfaction of the customers. • To find the reasons for the dissatisfaction • To study the channel levels involved in the promotion of Ford • TO study and analyze the customers perception regarding the usefulness/utility of Ford cars. • TO study and analyze the distributors perception regarding the promotional and distributional strategies of Ford.
    • INTRODUCTION TO AUTOMOBILE INDUSTRY
    • INTRODUCTION TO AUTOMOBILE INDUSTRY One of the fastest growing industries in the world is automobile industry. Thisautomobile industries even has its influence on the Indian market. Probably automobileindustries occupy a large market share in the worlds market as well as in the Indian market.Nearly 18% of the total national income is being incurred from the automobile industry.From this we can estimate how important is the automobile industry in the improvement ofGDP of a country. In India automobile industry has a growth rate is at the average of 10-12%.INDIAN AUTOMOBILE INDUSTRY SINCE 1947: Its fascinating drive through history, which begins as a story of isolation and missedopportunities to one of huge potential and phenomenal growth. India’s fixation with socialism and planned economies had a crippling impact on theautomotive industry in its formative years. The goal at that time for independent India wasself-sufficiency. Issues like quality and efficiency were simply not considered. Dependence of foreign technology was banned and manufacturers were forced tolocalize their products; import substitution became the order of the day. Though we learntto localize, the cars we made were all outdated designs with little or not improvements fordecades. The automotive industry stagnated under the government’s stifling restrictions and
    • the Indian car buyer was saddled with cars of appalling quality and even then there was awaiting list that at one point stretched to eight years! This attempt at self-reliance failed miserably because of the industry’s isolation fromthe best technology. The Japanese and later Korean auto industries were also highlyprotected in their formative years but they never shut the door on technology. Instead, theyrelentlessly tapped the best talent pools in the world to absorb the know-how to producegood cars. One of the most important chapters in the Indian automotive industry’s history waswritten by Maruti. It marked the Indian government getting into the far business in the early1980’s, a radical shift in thinking after decades of treating cars with disdain. The Maruti800 went on to become the staple car of India and put a nation on wheels. This little car seta benchmark for price, size and quality and structured India as small car market. It wasn’t till 1993 that things really started to change for the Indian car buyer. Withthe liberalization of the economy, a host of international carmakers rushed in. But most ofthem were in for a shock as Indian customers rejected their product. Indian customersrefused to allow the glitter of prestigious brands blind them to the outdated and overpricedproducts they were offered. The Indian consumer wanted super value, and rewarded thebrands that delivered it, handsomely. Hyundai and Maruthi delivered, and profited. The period also saw the emergence of the Indian players like Tata Motors andMahindra & Mahindra. They rose to the challenge of the MNC’s and responded brilliantlywith the Indica and the Scorpio. This was ironically due to the license raj that forced Indiancarmakers to be innovative and develop products frugally. India’s frugal engineering skillhas now caught the world’s imagination, and an increasing number of carmakers arepreparing to setup major capacities here. India is changing. And changing fast. It’s moving forward. India’s largest-sellingcar is not its cheapest car, the 800. It is the Alto. People’s aspirations are rising and so aretheir mistakes, have got their finger on the pulse of the market. Get the right product andthe rewards are handsome. The Indian auto industry is today bubbling with promise and confidence. It’s been along journey but to see where the Indian car industry is going. We have to see where it hasbeen.AUTOMOBILE INDUSTRY IN PRE-INDEPENDENCE:
    • The first motorcar on the streets of India was seen in 1898, Bombay had it firsttaxicabs by the turn of the century. In 1903, an American company began a public taxiservice with a fleet of 50 cars. For about 50 years after car arrived in India, cars weredirectly imported. Before World War I, around 40,000 motor vehicles were imported. During the yearsbetween the wars, a small start for an automobile industry was made when assembly plantwere established in Bombay, Calcutta and Madras. The import/assembly of vehicles grew consistently after the 1920s, crossing 30,000units by 1930. It was during the end of the war that the importance of establishing anindigenous automobile in India was realized. Premier Motors, Hindustan Motors andMahindra & Mahindra set up factories in the 1940s for progressive manufacture rather thanassembly from imported components. The cars they chose to make were the latest in theworld when they were introduced in India in the formative years of the industry.POST- INDEPENDENCE: The government clamped down on imports and foreign investments. Companies likeGM and Ford packed their bags and left. India’s clock, thereafter, stood still while theworld raced on ahead. It would take nearly 50 years before the Indian auto industry couldcatch up with the rest of the world again.BROADBANDING ERA: In January 1985, the government announced it’s famous ‘broad banding’ policywhich gave new licenses to brad groups of automotive products such as two and four-wheeled vehicles. Through a liberal move, the licensing system was very much intact. A manufacturerhad to submit a phased-manufacturing programme to the Ministry of Industry specifying theindigenization progress and allowing for almost complete indigenization within five toseven years. The biggest hurdle was the foreign-exchange clearance required for theseprojects. Except for MUL, which had direct access to policy-makers, every othermanufacturer still faced a series of obstacles. Several new products were launched during this period. All three traditionalcarmakers added new models to their ranges – Standard Motors returned to the car businessafter 10 years, when in 1985 it introduced the Standard 2000, a Rover SD1 body with theold two-litre Vanguard engine. HM bought in a 1972 Vauxhall Victor in 1985, transplantedits ageing Ambassador engine into it and the Contessa was born.
    • THE BIRTH OF THE AMBASSADOR: In 1957, a small tail fin was added on either side of the rear fenders, along with anew, dimpled hood, and the car was re-christened the Ambassador Mark I. The car costRs.17,000. In 1963, it underwent a frontal facelift with a closely checkered grille and wasnamed the Ambassador Mark II. It would be another 12 years before the Ambassador got afacelift. In 1975, another minor facelift to the same grille and a much bigger frontal faceliftturned out as the Mark III. The Mark IV, launched in 1979, was the last of the Mark cars. The Ambassador Nova was launched in 1990, followed by Ambassador 1800ISZ three years later. The Nova was the last Ambassador powered by the 1489cc petrolengine. In 2004, HM launched the cosmetically-revised Ambassador under the Avigo name.Designed by Mavendra Singh, the retro look Avigo had classic touch internals like acentrally mounted console, beige-colored seats and wood finish interiors.THE CONTESSA YEARS: The Hindustan Contessa, launched in 1982, was one of the few luxury carsmanufactured in the country in the 1980s and 1990s. It was based on the 1970s vintageVauxhall victor. While it was initially launched with the 1489cc engine found in theAmbassador, the Contessa was soon given the Isuzu engines. There were three versions ofthis car - 1.8GLX (Isuzu petrol), 2.0DLX (Isuzu diesel) and the rare 2.0T (Isuzu diesel,turbo). The last Contessa rolled out in 2002, phased out by the demand for cheap Japanesecars. Some of the leading Indian auto players in Indian automobile industry are:  Premier,  Tata  Mahindra and Mahindra  Maruti  Hindustan motorsPremier: The story of premier is the story of one mans vision, Seth Walchand Hirachand. Henot only give India its first car factory but also the country’s first aircraft factory –Hindustan Aeronautics Limited and the country’s first modern ship yard, HindustanShipyard Limited
    • Building India’s first auto factory Seth Walchand Hirachand has first started the trails to establish an Indian carmanufacturing plant in Indian for which he went to U.S.A. where three largest carmanufacturing companies are located. He wants Indian company to be completelyindependent, with Indian management capital and employees, paying royalty or technologytransfer payment to western countries. After approaching General Motors they insisted on part ownership. Seth Walchandthen moved to second largest automaker Ford; Henry agreed, but delegated the project toFord of Canada, which refused. Finally the third largest automaker Chrysler agreed andsinged in an agreement in Bombay in 1940.The arrival of FIAT: In 1951, PAL singed up with Fiat to assemble the Fiat 500 in India. In 1952, thetariff commission spelled out future for the auto industry – indigenize or get out.Companies like Ford and GM, which had assembly operations in India, packed their bagsand went home. But fiat decided to stick it out and committed itself full-fledgedmanufacture of the Millicento in 1954. In sep 1964, PAL and FIAT launched the Fiat 1100DELITE in India. The biggest customers for PAL’s were Bombay’s taxi drivers. The Padminies wereeasy for maintenance in terms of spares and labour cost, low on running cost, easy to driveand reasonably tough. It was everything that a taxi driver wants.by Telco to take on the technically superior Japanese products. The 407 immediatelycaptured 70 per cent of the market.
    • COMPANY PROFILEFord Motor Company Type Public (NYSE: F Founded June 17, 1903 Founder Henry Ford Headquarters Dearborn, Michigan, USA
    • Area served Worldwide William Clay Ford, Jr - Executive Key people Chairman Alan Mulally - President, CEO Industry Automotive Products Automotive goods and services Revenue US$120.1 billion (2006) [1]Operatin income US$-15.0 billion (2006)[1] Net income US$-12.6 billion (2006)[1] Employees 283,000 (2007)[2] Ford Credit Ford division Divisions Lincoln Mercury Premier Automotive Group Automotive Components Holdings Jaguar Subsidiaries Land Rover Volvo (cars only) Bold Moves Have you driven a Ford lately? Built Ford Tough Slogan Built for Life in Canada Feel the difference Make Everyday Exciting Website www.ford.comFord Motor Company is an American multinational corporation and the worlds thirdlargest automakr based on worldwide vehicle sales. In 2006, Ford was the second-ranked automaker in the US with a 17.5% marketshare, behind General Motors (24.6%) but ahead of Toyota (15.4%) and DaimlerChrysler(14.4%). Ford was also the seventh-ranked American-based company in the 2007 Fortune500 list, based on global revenues of $160.1 billion. In 2006, Ford produced about 6.6million automobiles, and employed about 280,000 employees at about 100 plants and
    • facilities worldwide. In 2007, Ford had more quality awards from J.D Power than any otherautomaker. Based in Dearborn, Michigan, a suburb of Detroit, the automaker was founded byHenry Ford and incorporated in June 16, 1903. Ford now encompasses many global brands,including Lincoln and Mercury of the US, Jaguar and Land Rover of the UK and Volvo ofSweden. Ford also owns a one-third controlling interest in Mazda. Ford has been one of the worlds ten largest corporations by revenue and in 1999ranked as one of the worlds most profitable corporations, and the number two automakerworldwide. Ford introduced methods for large-scale manufacturing of cars and large-scalemanagement of an industrial workforce, especially elaborately engineered manufacturingsequences typified by moving assembly lines. Henry Fords combination of highly efficientfactories, highly paid workers, and low prices revolutionized manufacturing and came to beknown around the world as Fordism by 1914.HistoryHenry Ford (ca. 1919)Ford was launched in a converted factory in 1903 with $28,000 in cash from twelveinvestors, most notably John Francis Dodge and Horace Elgin Dodge who would laterfound the Dodge Brothers Motor Vehicle Company. During its early years, the companyproduced just a few Model Ts a day at its factory on Mack Avenue in Detroit, Michigan.Groups of two or three men worked on each car from components made to order by other
    • companies. Henry Ford was 40 years old when he founded the Ford Motor Company, whichwould go on to become one of the largest and most profitable companies in the world, aswell as being one of the few to survive the Great Depression. The largest family-controlledcompany in the world, the Ford Motor Company has been in continuous family control forover 100 years.Corporate governance:Members of the board as of early 2007 are: Chief Sir John Bond, Richard Manoogian,Stephen Butler, Ellen Marram, Kimberly Casiano, Alan Mulally (President and CEO), EdselFord II, Homer Neal, William Clay Ford, Jr., Jorma Ollila, Irvine Hockaday, Jr., John L.Thornton and William Clay Ford (Director Emeritus).[8]The main corporate officers are: Lewis Booth (Executive Vice President, Chairman (PAG]and Ford of Europe), Mark Fields (Executive Vice President, President [The Americas]),Donat Leclair (Executive Vice President and CFO), Mark A. Schulz (Executive VicePresident, President [International Operations]) and Michael E. Bannister (Group VicePresident; Chairman & CEO Ford Motor Credit.[9]. Paul Mascarenas (Vice President ofEngineering, The Americas Product Development)FORD IN INDIA: Ford started its innings with the Mahindra-Ford joint venture formed in 1994, whichproduced the Escort out of M&M Nashik plant. After meeting initial success, sales of theEscort was finally replaced by the Ikon in 1999. The Ikon marked a new beginning for Ford in India. It rolled out of theMarajmalaingar plant near Chennai and by now, the company had parted ways with M&Mand was renamed Ford India Ltd in 1998. The Ikon was the first model by a multinationalto be developed specifically for India. Though it was based on the Fiesta, it was a uniquebody style and was offered and was offered with an option of three engines, including adiesel. The car was a big hit. The Ikon underwent several face-lifts and price cuts to keepdemand high. However, fresher competition and a reputation for high-maintenance sawsales gradually decline. After the arrival of the modern and highly-capable Fiesta, anothermade-for-India car, with state-of-the-art engines, the Ikon has been marginalized. TheFiesta has picked up where the Ikon left and is selling well.
    • Though the Ikon and Fiesta have been the mainstays of Ford’s production in India,the company has had limited success with other models. The Mondeo, launched in 2001,was a very talented car by was simply not suited to Indian conditions and earned areputation for being exorbitant to maintain. The Endeavour SUV was launched in early 2004 and has sold well for its niche. TheEndeavour has recently been upgraded in 2007 and this has boosted the appeal of the bigSUV. In 2004, Ford launched the Fusion, which has received a lukewarm response thoughthe recent diesel variant has perked up sales. Fortune Ford is an authorized dealer for Ford India Limited, who are one of theleading manufacturers of top quality cars in India, with many variants in the offering. Fortune Ford is a 50:50% Joint Venture set up between two well known andreputed families in Hyderabad, the Modis and the Babu Khans. Fortune Ford is a blend ofexperience and youth. The experience and good will that Mr. Misbahuddin Babu Khan andMr. Pramod Modi enjoy blend very well with the youth and energy of the youngstersBashir, Ashish, Nirav and Siraj to make Fortune Ford a truly world class Ford Dealership. Fortune Ford markets and services the recently launched truly European FordFiesta, the ever-popular Ford Ikon Flair, the No non-sense car Ford Fusion and the machoSUV the Ford Endeavour through its sales and service outlets at Hyderabad. The salesoutlet is located strategically at Somajiguda next to Eanadu. We have two service centers,one at Chapel Road, Abids opposite Stanley College and other one at Fathebagh,Santhnagar. These centrally located outlets provide convenient and easy access to both theproud owners as well as prospective buyers. The workforce at Fortune Ford is committedto excellence in serving all esteemed customers.
    • The Sales Team is made up of dedicated showroom and field executives who areprofessionally trained by Ford India Limited. They are adept at guiding the customerthrough the entire sales process right from assisting in the choice of model, colour andfeatures to lending a helping hand in providing attractive buyback options and alsoarranging finance at competitive rates. The Service Centre is armed with the state-of-the art equipment and is in-line withFords exacting Global standards. The service team is technically qualified and trained toanalyze and provide solutions adhering to Quality Care, in order to satisfy even the mostdemanding customers. The Fortune Ford dealership maintains a high standard of excellence in sales andservices by sending its personnel for training on a regular basis to Ford India Limited, toupdate them with the latest technological advances in the automotive sphere.SHOWROOMWe have 5000 sft centrally air conditioned showroom, located in the heart of the city inSomajiguda, adjacent to Eenadu office and just opp. to Khairtabad RTA. This makesconvenient for almost every one residing in and around Hyderabad and Secunderabad.The facilities offered from the showroom are :1. Very easy finance facility with in-house finance team to cater to your every car financerequirements. All the leading finance counters are available like ICICI, HDFC, KOTAK,SUNDARAM, SBI, etc.2. Exchange offer for any of your used car. Free spot evaluation for any usedcar.3. Professionally trained and courteous sales staff to take care of every relevant needs of thecustomers.4. Ford preferred insurance for cashless transactions in the event of claims. Special offerson Insurance renewals. You can also renew your insurance by just making call to ourService marketing help line 9848885962.Showroom @ Somajiguda
    • 5.Full range of Ford cars with all colors and models to choose from.6. A good stock of Ford genuine accessories to make your Ford ownership more delightfuland safe.7. A well maintained fleet of test drive cars to give you the feel and experience the drivedynamics on actual driving conditions before take the purchase decisions. You can call oursales help line for test drive or fill the on-line test drive requisition form.Significant milestones • The first Indian built Ford Escort rolled off the assembly line in 1996. • The Company was able to deliver Ford Escorts in seven major cities simultaneously, in just a month after booking. • The Special Value Pack program was launched in 1997, with commemorative Freedom, followed by the petrol and diesel driven Anniversary. Recent SVPs have included the Orion, Alpha and Sport - E. • Ford Escort won the J D Power Award in India Quality Survey in 1997. • Ford topped the Customer Satisfaction Index (CSI) ratings in 1997 and 1998, in the Customer Satisfaction Survey. • QualityCare, Fords branded service initiative, provides car owners with superior services at its dealership countrywide.
    • • The new, integrated manufacturing plant was dedicated in March 1999, where FORD IKON is manufactured. • Ford India launched Ford Assured on April 24 2000, a new initiative to buy and sell used cars of all makes. • On September 11, 2000. Ford India launched the Ford IKON SXi – the stylish ‘josh’ machine • Ford India has started exporting Ford IKON2001 Ford India launched the Ford Mondeo.2002 • Ford India show cases a wide spectrum of exciting cars at the Auto Expo • Ford India Limited announced a strategic partnership with Hindustan Motors Limited (HML). • Certified QS 9000: 1998, 3rd edition on March 21, 2002 Ford India received the QS 9000 award from TÜV Süddeutschland. • New Ikon Variant 1.6 EXi was launched2003: • The New Ford Ikon NXT launched - The Next Level of Josh. • Adding Refinement to Josh- Ford India launches Ikon NXT ‘Finesse.’ • Ford Celebrates Centennial in India. • Ford India launches Ikon NXT SXi. • Ford India Ranks Highest in J.D. Power India Sales Satisfaction Study. • Ford launches Ikon Flair at Rs. 4.95 Lakhs.2004: Autocar SUV of the Year – Winner Ford Endeavour.2007: • FORD Motor Company of Southern Africa achieves three wins and two seconds on this year total economy run • DOE AWARDS FORD two grants for vehicle fuel efficiency research
    • • FORD MONDEO IS AUTO EXPRESS car of the year • LAND ROVER DISCOVERY 3 scoops category win at TOWCAR AWARDS 2007 • FORD MONDEO is the Caravan Club TOWCAR of the year 2008.MANAGEMENT PROFILE: ARVIND MATHEW – Managing Director and President Arvind Mathew is the Managing Director and President of Ford India. He took this position in August 2005.
    • LUCY MILLAR – Vice President, Finance & ITLucy is the Vice President of Finance and IT at Ford India. She took up thisposition in May 2005. She reports to Arvind Mathew, President andManaging Director, Ford India. SCOTT McCORMACK – Vice President, Marketing, Sales & Service Scott McCormack is the Vice President, Marketing, Sales and Service at Ford India. He took this position in July 2006. Scott reports to Arvind Mathew, President and Managing Director, Ford India. NANCY REISIG – Vice President, Human Resources Nancy Reisig is Vice President, Human Resources at Ford India. She took this position in March 2005. Nancy reports to Arvind Mathew, President and Managing Director, Ford India. SANDIP SANYAL – Vice President, Supply and Total Value ManagementSandip Sanyal is the Vice President.
    • PRODUCT PROFILEFusion:
    • PRICE(lacs) 6.59Engine:Type 4 Cyl. In – Line, 16 – V DOHCConstruction All Aluminium AlloyFuel System SEFIDisplacement (cc) 1596Compression Ratio 9.75:1Max. Power (ps/rpm) 101 / 6500Max. Torque (nm/pm) 146 / 3400Emission Stage Bharat Stage IIIKerb Weight (Kg) 1143Transmission Manual 5 SpeedMaxSpeed (Kmph) 174Mileage 11.3Endeavour:
    • PRICE(lacs) (4X2) 16.16 (4X4) 17.17Engine:Type 2.5 litre, 4 Cylinder in-line, Turbocharged & inter-cooled dieselDisplacement (cc) 2499Max. Power (PS/rpm) 116/3500Max. Torque 28.5/2000(kgm/rpm)Ignition System CompressionValve System SOHC, 12 ValvesFuel System Indirect Injection Mechanical PumpEmission Exhaust Gas Recirculation (EGR) Meeting Bharat Stage III NormsKerb Weight (Kg) 1933/1958Transmission Manual 5 SpeedMaxSpeed (Kmph) 142Mileage 8.2Fiesta:
    • Engine 1.4 EXI 1.6 ZXI 1.6 SXI 1.4EXI 1.4 ZXI 1.4 SXI (TDCi) (TDCi) (TDCi) Price(in lacs) 6.76 7.28 8.28 8.00 8.52 9.19Type 4 Cylinder in-Line, 16 Valve 4 Cylinder in-Line, 8 Valve DOHC SOHCConstruction All-aluminium AlloyFuel System SEFI High Pressure Common RailDisplacement cc 1388 1596 1596 1399 1399 1399Compression Ratio 9.75:1 9.75:1 9.75:1 18:1 18:1 18:1Max. Power ps/rpm 82/6000 101/6500 101/6500 68/4000 68/4000 68/4000OutputMax. Torque Nm/rpm 127/4000 146/3400 146/3400 160/2000 160/2000 160/2000Emmision Compliance Bharat Stage IIITransmission Type 5 Speed ManualKerb Weight (Kg)MaxSpeed (Kmph) 170/178Mileage 14.75/13.6Ikon:
    • PRICE(lacs) 5.50Engine:Type 4 Cylinder, 8-V SOHC, Rocam PetrolFuel system SEFIDisplacement (cc) 1299Max. Power (ps/rpm) 70/5500Max. Torque (Nm/rpm) 105/2500Transmission Type 5 Speed ManualKerb Weight (Kg) 978MaxSpeed (Kmph) 148Mileage 10.8Mondeo:
    • PRICE(lacs) 6.59Engine:Engine type 2.0L 16V DOHC PetrolDisplacement 1999 ccMax. power 142.7 PS/6000 rpmMax. torque 185 Nm/4500 rpmCompression ratio 10:8:1Valves 16V DOHCFuel injection Sequential electronic fuel injection (SEFI)Emission level Bharat Stage IIIConstruction All Aluminium AlloyTransmission Type Ford MTX-75 manual 5-speed with synchromeshKerb Weight (Kg)MaxSpeed (Kmph) 200Mileage 8.6
    • SOURCE OF DATA
    • Marketing strategy and analysis: analysis A marketing strategy is a process that can allow an organization to concentrate itslimited resources on the greatest opportunities to increase sales and achieve a sustainablecompetitive advantage. Any organization that wants to exchange its products or services in the market placesuccessfully should have a Strategic Marketing plan to guide the allocation of its resources.A strategic marketing plan usually evolves from an organization’s overall corporate strategyand serves as a guide for specific marketing programs and policies. Marketing strategy isbased on a situation analysis- a detailed assessment of the current marketing conditionsfacing the company, its product lines, or its individual brands. From this situation analysis,a firm develops an understanding of the market and the various opportunities it offers, thecompetition and the market segments or target markets the company wishes to pursue. Marketing strategy is the complete and unbeatable plan, designed specifically forattaining the marketing objectives of the firm/business unit. The marketing objectivesindicate what the firm wants to achieve; the marketing strategy provides the design forachieving them. For example, if the marketing objectives of a business unit stipulate that next year, itshould achieve a sales revenue of Rs. 1,000 crore and a net profit of 15 percent of salesrevenue, it is the job of marketing strategy to indicate how and wherefrom this sale andprofit will come, which product lines/products/brands will accomplish this task and how. Marketing strategy forms an integral part of marketing planning. A marketingstrategy is most effective when it is an integral component of corporate strategy, defininghow the organization will successfully engage customers, prospects, and competitors in themarket arena. It is partially derived from broader corporate strategies, corporate missions,and corporate goals. As the customer constitutes the source of a companys revenue,marketing strategy is closely linked with sales. A key component of marketing strategy isoften to keep marketing in line with a companys overarching mission statement.
    • MARKETING AND PROMOTIONS PROCESS MODEL: Development of marketing program requires an in-depth analysis of the market. This analysis may make extensive use of market research as an input into the planning process. MarketingStrategy and Target marketing Market planning analysis process program development target market promot- Identifying ionOpportunity markets Product to Ultimate analysis decisions final consumer Promotional buyer decisions  Consumers  Businesses Market Pricing Advertising segmentation decisions DirectCompetitive marketing analysis Interactive marketing Sales promotion Publicity and Selecting & Channel of public Purchase Target relations distributio Target marketing Personal n selling marketing Promotion decisions to trade Positioning Resellers through marketing strategies This input, in turn, provides the basis for the development of marketing strategies in regard to product, pricing, distribution and promotion decisions. Each of these steps requires a detailed analysis, since this plan serves as the road map to follow in achieving marketing goals. Once the detailed market analysis has been completed and marketing
    • objectives have been established, each element in the market mix must contribute to acomprehensive integrated marketing program. Of course, the promotional program elementmust be combined with all other program elements in such a way as to achieve maximumimpact.Formulating the marketing strategy: Basically, formulation of marketing strategy consists of three main tasks: 1. Selecting the target market, 2. Positioning the offer, 3. Assembling the marketing mix. This implies that the essence of the marketing strategy of a firm for a givenproduct or brand can be grasped from the target market chosen, the way it is positioned andhow the marketing mix is organized. The target market shows to whom the unit intends tosell the products; positioning and marketing mix together show how and using whatuniqueness or distinction, the unit intends to sell. The three together constitute themarketing strategy platform of the given product.SELECTING THE TARGET MARKET: To say that target market selection is a part of marketing strategy development is juststating the obvious. It does not fully bring out the import of the inseparable likage betweenthe two. When the selection of the target market is over, an important part of the marketingstrategy of the product is determined, defined and expressed. Marketing targeting simply means choosing one’s target market. It needs to beclarified at the outset that market targeting is not synonymous with market segmentation.Segmentation is actually tee prelude to target market selection. One has to carry out severaltasks besides segmentation before choosing the target market. Through segmentation, a firm divides the market into many segments. But all thesesegments need not form its target market. Target market signifies only those segments thatit wants to adopt as its market. A selection is thus involved in it.
    • Marketing segmentation is a process that throws up not one but several marketsegments. There may be segments that are sizeable and the ones that are not so sizeable.There may be segments assuring immediate profits and the ones that call for heavyinvestments in market development. There may also be segments that show great potential,but display tough barriers to entry. As such, the question, which segment/segments, the firmshould select as its target market, assumes crucial importance.STRATEGIC MARKET SEGMENTATION: Market Segmentation is “dividing up a market into distinct groups that (1) havecommon needs and (2) will respond similarly to a marketing action”, which was said byEric N.Berkowitz, Roger A.Kerin, and William Redulius. The Segmentation process involves five distinct steps:  Finding ways to group consumers according to their needs.  Finding ways to group the marketing actions – usually the products offered – available to the organization.  Developing a market-product grid to relate the market segments to the firm’s products or actions.  Selecting the target segments toward which the firm directs its marketing actions.  Taking marketing actions to reach target segments. Markets can be segmented using several relevant bases. For example, demographiccharacteristics of consumers, such as age, sex, income/purchasing capacity, education leveletc, form one base for segmentation. Geographic characteristics constitute another; andbuying behavior of the consumers forms yet another base. The various types of segmentations are Geographic segmentation Demographic segmentation Psychographic segmentation Buyer behavior Benefits segmentation Volume of purchase segmentation
    • POSITIONING: Positioning is a platform for the brand. It facilitates the brand to get through to thetarget consumers. It is defined as “the art and science of fitting the product or service to one or moresegments of the broad market in such a way as to set it meaningfully apart fromcompetition.” Positioning is the act of fixing the locus of the product offer in the minds of thetarget consumers. In positioning, the firm decides how and around what parameters, theproduct offer has to be placed before the target consumers. The significance of productpositioning can be easily understood from David Ogilvy’s words: “The results of yourcampaign depends less on how we write your advertising than on how your product ispositioned”.Definitions of product positioning:Sengupta, in his book Brand Positioning says, “ The aim of product positioning is to createa perception for our brand in the prospect’s mind so that it stands apart from competingbrands… we must cover that space in the consumer’s mind as if we had won a long-termlease. We must find a strong position in that mind and sit on it….”Micheal Rothschild, in his book Marketing Communications – From Fundamentals toStrategies says, “Positioning refers to the place a brand occupies in the mind in relation to agiven product class. This place was originally a product-related concept…. Concerningmarket structure. The concept now refers to the place that the brand holds in the consumer’smind related to perceptions and preferences”. Developing a Positioning Strategy: To create a position for a product or service, Trout and Ries suggest that managersask them selves six basic questions. 1. What position, if any, do we already have in the prospect’s mind? 2. What position do we want to own? 3. What companies must be outgunned if we are to establish that position?
    • 4. Do we have enough marketing money to occupy and hold the position? 5. Do we have the guts to stick with one consistent positioning strategy? 6. Does our creative approach match our positioning strategy?PRODUCT POSITIONING AND BRAND POSITIONING: It is essential to understand the relationship between products positioning and brandpositioning. Though in discussions, the two terms are synonymously and interchangeableused, technically they are different. Product positioning denotes the specific product category/product class in which thegiven product is opting to compete. And brand positioning denotes the positioning of thebrand viz-a viz the competing brands in the chosen product category. It is evident that for any product, before entering the market it has to sequentiallycarry out the two exercises, product positioning and brand positioning. In the first step, theproduct category where the new entrant should enter and compete, i.e. against what allproducts it has to compete, has to be decided. In this step, it is the broad function that theproduct is trying to serve that matters. This choice of product category will decide thenature of the competition the product is going to face. Once product category positioning isdecided, the position for the new entrant against competing brands in the chosen productcategory has to be analyzed and fixed.ISSUES IN PRODUCT POSITIONING: • Where is the new offer going to compete? As what? • Which product function/customer need is it trying to meet? • What other product categories serve this need? In other words, what are the substitute products that serve the same need? • Where is the real gap, where is such a new offer most welcome and wanted by the market? • What are company’s competencies to fight here?ISSUES IN BRAND POSITIONING: In deciding the Brand positioning, the issues are: • Which are the competing brands in the chosen product category?
    • • What are the unique claims/strengths of the various brands? • What position do they enjoy in consumer’s evaluation and perception? • What is the most favoured position…? And yet vacant? • Can the new brand claim the needed distinction and take the position and satisfy the need? The major dimension of marketing strategy relates to positioning of the offer. Thefirm has already selected the target market and decided its basic offer. Now, what is theconjunction between these two entities? How do they get connected? What is the interface?In other words.What is the locus the firm seeks among the customers in the chosen targer market with itsoffering?How would the firm want the consumer to view and receive the offer? These are the issues the firm has to grapple with in positioning. And, whileformulating the marketing mix too, the firm will agitate over these issues. The ProductDifferentiation and Positioning discusses the multifarious issues involved in the subject.PRODUCT REPOSITIONING : Products do undergo ‘repositioning’ as they go along their life cycle. In some cases,even products that are fairing well are repositioned. This is done mainly to enlarge thereach of the product offer and to increase the sale of the product by appealing to a widertarget market. The product is provided with some new features or it is associated with somenew target segments.PROMOTIONAL DECISIONS: Promotion has been defined as the coordination of all seller initiated efforts to set upchannels of information and persuasion in order to sell goods and services or promote anidea. While implicit communication occurs through the various elements of the marketingmix, most of an organization’s communications with the market The basic tools used toaccomplish an organization’s communication objectives are often referred to as thepromotional mix. The promotional mix
    • Advertising Direct Interactive/ Sales Publicity/ Personal marketing promotion selling internet Public marketing relations  Advertising: Advertising is defined as any paid form of non personal communication about an organization, product, service, or idea by an identified sponsor. The paid aspect of this definition reflects the fact that the space or time for an advertising message generally must be bought. An occasional exception to this is the public service announcement, whose advertising space or time is donated by the media. Advertising is the best-known and most widely discussed form of promotion, probably because of its pervasiveness. It is also very important promotional tool, particularly for companies, whose products and services are targeted at mass consumer markets. It is a very cost-effective method for communicating with large audiences. It can be used to create brand images and symbolic appeals for a company or brand.  Direct Marketing: One of the fastest-growing sectors of the U.S. economy is direct marketing, in which organizations communicate directly with target customers to generate a response and a transaction. It has become such an integral part of the IMC program of many organizations and often involves separate objectives, budgets, and strategies, we view direct marketing as a component of the promotional mix. Direct Marketing is much more than direct mail and mail order catalogs. It involves a variety of activities, including database management, direct selling, telemarketing and direct response ads through direct mail, the Internet, and various broadcast and print media. One of the major tools of direct marketing is direct response advertising, whereby a product is promoted through an ad that encourages the consumer to purchase directly from the manufacturer.  Interactive/Internet Marketing:
    • Interactive media allow for the back-and-forth flow of information whereby userscan participate in and modify the form and content of the information they receive in realtime. Unlike traditional forms of marketing communications such as advertising, which areone-way in nature, the new media allow users to perform a variety of functions such asreceive and alter information and images, make inquiries, respond to questions and ofcourse make purchases. In addition to the Internet, other forms of interactive media includeCD-ROMs, Kiosks, and interactive television.  Sales Promotion: The next variable in the promotional mix is sales promotion, which is generallydefined as those marketing activities that provide extra value or incentives to the sales force,the distributors, or the ultimate consumer and can stimulate immediate sales, salespromotion is generally broken into two major categories: • Consumer-oriented and • Trade-oriented activities Consumer-oriented sales promotion is targeted to the ultimate user of a product or service and includes couponing, sampling, premiums, rebates, contests, sweepstakes, and various point- of-purchase materials. Trade-oriented sales promotions are targeted towards marketing intermediaries such aswholesalers, distributors and retailers.  Publicity/Public Relations: Publicity refers to non personal communications regarding an organization, product,service, or idea not directly paid for or run under identified sponsorship. It usually comes inthe form of a news story, editorial or announcement about an organization and its productsand services. Like advertising, publicity is not directly paid for by the company. An advantage of publicity over other forms of promotion is its credibility. Anotheradvantage of publicity is its low cost, since the company is not paying its time or space in amass medium such as TV, radio or newspapers. Public relations are defined as “the management function which evaluates publicattitudes, identifies the policies and procedures of an individual or organization with thepublic interests and executes a program of action to earn public understanding andacceptance”. Public relations generally have a broader objective than publicity, as its
    • purpose is to establish and maintain a positive image of the company among its variouspublics.  Personal Selling: It is a form of person-to-person communication in which a seller attempts to assistand persuade prospective buyers to purchase the company’s product or service or to act onan idea. Unlike advertising, personal selling involves direct contact between buyer andseller, either face-to-face or through some form of telecommunications such as telephonesales. Personal selling involves more immediate and precise feedback because the impact ofthe sales presentation can generally be assessed from the customer’s reactions.ASSEMBLING THE MARKETING MIX: Assembling the marketing mix means assembling the four Ps of marketing in thebest possible combination. Involved in this process are the choice of the appropriatemarketing activities and the allocation of the appropriate marketing effort/resources to eachone of them. The firm has to find out how it can generate the targeted sales and profit. Itconsiders different marketing mixes with varying levels of expenditure on each marketingactivity and tries to figure out the effectiveness of different combinations in terms of thepossible sales and profits. It then chooses the combination/mix of products, price, place andpromotion that is best according to its judgment. Since marketing is essentially an interaction between the marketing mix andenvironmental variable, and since the latter and non-controllable, marketing becomessynonymous with assembling and managing the marketing mix. Of course, whileassembling the marketing mix, the marketing manager will take due note of theenvironmental variables. Not only will he take due not of them, he will ensure that hismarketing mix suits the environmental variables. And, its it factor that renders tha task muchmore complex.MARKEGING MIX: THE SOLE VEHICLE FOR CREATING AND DELIVERINGCONSUMER VALUE The four elements mentioned above- product, distribution, promotion and pricingconstitute the marketing mix of the firm. The marketing mix is the sole vehicle for creatingand delivering customer value.
    • It can be easily seen that all activities and programmes, which a marketer designsand caries out in his effort at winning customers, relate to one or the other of the above fourelements- product, place, promotion and pricing. It can also be seen that in each of theseelements, there are several sub-elements. For example, packaging is one of the sub-elements of product and warehousing is one of the sub-elements of distribution.The Four Ps of Marketing: It was James Culliton, a noted marketing expert, who coined the expressionmarketing mix and described the marketing manager as a mixer of ingredients. To quotehim, `The marketing man is a decider and an artist – a mixer of ingredients, who sometimesfollows a recipe developed by others and sometimes prepare his own recipe. And,sometimes he adapts his recipe to the ingredients that are readily available and sometimesinvents some new ingredients, or, experiments with ingredients as no one else has triedbefore. Subsequently, Niel H.Borden, another noted marketing expert, popularized theconcept of marketing mix. It was Jerome McCarthy, the well-known American professor of marketing, whofirst described the marketing mix in terms of the four Ps. He classified the marketing mixvariables under four heads, each beginning with the alphabet “P”. • Product • Place • Price • Promotion McCarthy has provided an easy-to-remember description of the marketing mix variables. Over the years, the terms – Marketing mix and Four Ps of marketing have come to be used synonymously. Assembling and managing the marketing mix is the crux of the marketing task. And, it is through the marketing mix that the marketing manager achieves the marketing objectives.MARKETING STRATEGIES FALL UNDER TWO CATEGORIES: We have seen that target market selection, positioning and marketing
    • mix formulation together constitute marketing strategy. We have also seen that a firm canassemble the marketing mix elements in many different ways, depending on the relativeweightage it assigns to the different elements. The scope to carve out differentcombinations is, in fact immense. As a result, business firms are able to employ anabundance of strategies and strategy stances in their relentless race to stay ahead ofcompetition. However, a close scrutiny will reveal that all these strategies can be fitted intotwo broad categories 1. PRICE ORIENTED MARKETING STRATEGY 2. DIFFERENTIATION ORIENTED MARKETING STRATEGY In other words, there are only two broad routes available for forging marketingstrategies: any strategy has to be ultimately either a price-oriented strategy or adifferentiation-oriented strategy.PRICE ORIENTED MARKETING STRATEGY: Firms taking to the price route in marketing strategy compete on the strength ofpricing. They use price as their competitive lever. They juggle the price of their product tosuit the prevailing competitive reality. They can afford to offer lower prices and still makethe targeted profits. They elbow out competition with the cushion they enjoy in the matterof pricing. Price route requires cost leadership, evidently, a firm opting for the price route willhave to have a substantial cost advantage in their operations. It should be enjoying anoverall cost leadership in the given industry and its lower cost should enable it to secureabove average returns inspite of strong competition. The cost advantage can emanate fromdifferent factors like, scale economies, earlyu entry, a large market share built over a periodof time, locational advantage, or synergy among the different businesses. The firms wholestrategy, in fact will revolve around building such cost advantage. To successfully practice a price-led strategy, a firm should have consciously taken tothe idea sufficiently early in its evolutionary process and prepared itself for adopting such astrategy.
    • DIFFERENTIATION ORIENTED MARKETING STRATEGY: STRATEGY The differentiation route of strategy revolves around aspects other than price. Itworks on the principle that a firm can make its offer distinctive from all competing offersand win through the distinctiveness. And, a firm adopting such route can price its producton the perceived value of the attributes of the offer and not necessarily on competition-parity basis. Maximum scope for exploiting differentiation remains with the product. While allthe 4Ps of marketing are important elements from the point of view of strategy, the other Psnormally go as elaborations of the offer, while the product forms its core. Product differentiation is of vital importance in product management and has greatpotential in forgoing successful marketing strategies.The product can be differentiated along two major planks: 1. Tangible product attributes and functions, 2. Intangible characteristics and emotional associations.The tangible product attributes and functions are • Differentiation based on ingredients, • Differentiation based on functional value, • Differentiation based on additional features, • Packaging contributing to differentiation, • Differentiation based on Quality, Operational Efficiency, Technology, Service. DIGITAL MARKETING: Digital Marketing is the practice of promoting products and services using digital distribution channels to reach consumers in a timely, relevant, personal and cost-effective manner. Whilst digital marketing does include many of the techniques and practices contained within the category of Internet Marketing, it extends beyond this by including other channels with which to reach people that do not require the use of The Internet. As a result of this non-reliance on the Internet, the field of digital marketing includes a whole host of elements such as mobile phones, sms/mms, display / banner ads and digital outdoor. BUZZ MARKETING (WORD OF MOUTH):
    • Word of mouth, is a reference to the passing of information by verbal means,especially recommendations, but also general information, in an informal, person-to-personmanner. Word of mouth is typically considered a face-to-face spoken communication,although phone conversations, text messages sent via SMS and web dialogue, such asonline profile pages, blog posts, message board threads, instant messages and emails areoften now included in the definition of word of mouth. There is some overlap in meaningbetween word of mouth and the following: rumor, gossip, innuendo, and hearsay; howeverword of mouth is more commonly used to describe positive information being spread ratherthan negative, although this is not always the case. Word-of-mouth promotion, also known as buzz marketing and viral advertising, ishighly valued by advertisers. It is believed that this form of communication has valuablesource credibility. Research points to individuals being more inclined to believe WOMMthan more formal forms of promotion methods; the receiver of word-of-mouth referralstends to believe that the communicator is speaking honestly and is unlikely to have anulterior motive (i.e. they are not receiving an incentive for their referrals). In order topromote and manage word-of-mouth communications, marketers use publicity techniquesas well as viral marketing methods to achieve desired behavioral response. Influencermarketing is increasingly used to seed WOMM by targeting key individuals that haveauthority and a high number of personal connections.EVANGELISM MARKETING: It is an advanced form of word of mouth marketing (WOMM) in which companiesdevelop customers who believe so strongly in a particular product or service that theyfreely try to convince others to buy and use it. The customers become voluntary advocates,actively spreading the word on behalf of the company. Evangelism literally comes from the three words of bringing good news and themarketing term justly draws from the religious sense, as consumers are literally driven bytheir beliefs in a product or service, which they preach in an attempt to convert others.EFFECTIVE SALES PROMOTION: Sales promotion consists of diverse collection of incentive tools mostly shortterm, designed to stimulate quicker and greater purchase of particular products of services
    • by the consumer. Sales promotion is the only method that makes use of incentives tocomplete the push-pull promotional strategy of motivating the sale force, the dealer and theconsumer in transacting a sale.Price-Offs Offer: Price-off offers refers to offering the product at lower than the normal price. Thisencourages immediate sales, attracts non-users, induces product trail and counterscompetition.Premium: Premium refers to the offer of an article of merchandise as an incentive in orto sell the product.Coupons: In order to encourage product trail, stimulate re-purchase rate and buildloyalty through news papaers.Dealer stock display contests: It is a type of point of purchase advertising which uses the show windows ofthe dealer for providing exposure to the sponsor’s products. Dealer participating enthusiastically and creatively are awardedDEFENDING MARKET SHARE: While trying to expand total market size, the dominant firm must continuouslydefend it current business against rival attacks. This step is very much essential for themarket leader firm because the challenger firms are constantly to exploit the weaknesses ofthe leader firms.EXPANDING MARKET SHARE: Market leaders can improve their profitability by increasing their market share. Butfor few market leaders whose share in the total market is insignificantly high, theexpansion of market share n the total market may be proved both as expensive and risky.Therefore it is better for such leader firms in spending their time in building up the market
    • size rather than expanding the market share. The reason for this action may be attributed totwo factors: 1. The market leader firms might attract the provisions of various anti-trust legislations. The rival competitors will try to force the Government to bring legislations against the “MONOPOLISATION” 2. The second reason being the economic factors. The cost of making further gains in the market share after a large share has been achieved may rise fast and reduce the profit margin.HARASSMENT STRATEGY: The market leader firm will resort to an harassment strategy in order to promote itsmarket share. As a part of this strategy, the leader form might approach the suppliers andthreaten to reduce its purchases. If the latter supply the upstart firm, sometimes it mightput pressure on distributors not to carry the competitors product. The salesman of leaderfirm might speak negatively about competitors. It may also try to hire away the betterexecutives of an aggressive firm. Sometimes, the market leader firm will try to restrainthese competitions through legal devices. It might push legislation that would be moreunfavorable to the competitors than to itself. The aim of defensive strategy is to reduce the profitability of attack, divert attacks toless threatening areas, and lessen the intensity of attack. Any attack is likely to hurt profits.But the defender’s form and speed of response can make an important difference in theprofit consequences.There are 6 defense strategies that a dominant firm can use:1. Position Defense: The basic idea of defense is to build an impregnable fortification around one’s territory.2. Flank Defense: The market leader should not only guard its territory but also erect outposts to protecta weak front or possibly serve as an invasion base for counter attacking.3. Preemptive Defense: A more aggressive defense maneuver is to launch an attack on the enemy before the
    • enemy starts its offense against the leader. Preemptive defense assumes that an ounce ofprevention is worth more than a pound of cure.4. Counteroffensive Defense: Most market leaders, when attacked will respond counterattack. The leader cannotremain passive in the face of a competitor’s price cut, promotion blitz, productimprovement, or sales territory invasion. The leader has the strategic choice of meeting theattacker frontally, maneuvering against the attacker’s flank, or launching a princermovement to cut off the attacking formation from their base operation.5. Mobile Defense: Mobile defense involves more than the leader aggressively defending it territory. Inmobile defense, the leader stretches it domain over new territories than serve as futurecenters for defense and offense.6. Contraction defense: Large companies recognize that they can no longer defend all the territory. Theirfocus are spread too thin, and competitors are nibbling away on several funds. The bestcourse of action then appears to be planned contraction (also called strategic withdrawal).INNOVATION STRATEGY: The market leader may innovate several strategies in respect of new product ideas,customer services, means of distribution, cost cutting discovery. In addition to these, aleader may discourage its competition particularly challenge firm.FORTIFICATION STRATEGY: In order to protect its market share, the market leader may try to keep it productprices reasonable in relation to the perceived valued of the offer and competitors offer. Theleader produces it brand in a variety of sizes and firms.CONFRONTATION STRATEGY: If leader firm faces an extremely aggressive challenger, whose actions demand aquick and direct response. In such a situation, the market leader will engage anypromotional war, engaging in a massive promotional expenditure that the aggressivechallenger cannot match. The leader firm may engage in the price war whenever a new
    • challenger is considering to enter in its market. This strategy will frighten the potentialcompetitions and make then to withdraw from entering the market.
    • MARKETING STRATEGIES OF FORD MARKETING STRATEGIES OF FORD:• Product differentiation based on operational efficiency: FORD EXCELLING THROUGH SERVICE: Ford tries to differentiate its offer on the plank of service. It has gone in for a new norm in customer service: “fix it right-the first time-on time”. Ford is also supplying videotapes showing how repairs have to be done.• Adopting Offer to Suit Target Segment: Ford modifies its models for India: Ford modified its models for the Indian target segments as shown below:
    •  Higher ground clearance to make the car more compatible to the rougher road surface in India. Stiffer rear springs to enable negotiating the ubiquitous patholes on Indian roads. Changes in cooling requirement, with greater airflow to the rear. Higher resistance to dust. Compatibility of engine with the quality of fuel available in India. Location of horn buttons on the steering vehicles. (As the India motorist uses the horn more frequently, for cars sold in India, the horn buttons are kept on the steering wheel and not on a lever on the side as in the models sold in Europe.)• Strategic segmentation of cars: The Ford in India has launched the car only for few segment of people. The segmentation of car buyers based on price preferences are• Family car segment: These cars forms a reasonably sizeable segment of the market (around 15 percent). Preferred price range is from 5 lakh to 6 lakh. ‘FORD IKON’ AND ‘FORD FUSION’ come under this type of segment.• Premium car segment: This segment represents buyers who need a real world-class car and are willing to pay the due price. Preferred price range starts from 8 lakh to 12 lakh. ‘FORD FIESTA’, ‘FORD MONDEO’ come under this segment of cars.• SUV segment: The buyers of this segment like to have a big vehicles. And these cars are also useful for sport riding and even on hill areas. There body is designed similar to offroad vehicles, which can withstand to Indian roads. ‘FORD ENDEAVOUR’ occupies this segment.• Strategic Promotions by FORD: Ford follows the promotions at two levels, they a
    • 1) Promotions of product directly by the manufacturer.2) Promotions at dealer level. In the first step the products of vehicles manufactured by the Ford Automotives are directly promoted by the manufacturer by himself. He follows many promotional strategies like 1. Advertising through television and newspaper. 2. Internet or interactive marketing. 3. Direct marketing. In the second step the dealer of the vehicles promotes the vehicles. The various promotional strategies followed by the Fortune Ford at dealer are 1. Advertising though news papers, radios, palm plates. In this all the features of the product and its prices are given in detail to the customer. 2. In televisions the scrolling are given about the product and its features. Hoardings: A heavy picture of the product which comprises of its attributes and special features are displayed on the roadsides in the form of hoardings. It is a bit expensive strategy but attracts many people who pass by that roadside. This type of advertisement is prepared for those segments of people who cannot afford their time in reading newspapers and watching televisions. While travelling from their home to office, moving on their business activities they may watch these hoardings. These hoarding are especially setup at the road signal stops. Maintaining Data Bank: In this the dealer collects personal/bio-data(address and contact number) of many people from various organizations and different sector who are ready to buy the vehicles and who change the vehicles regularly. These people are met-in person or contacted through their contact number. The various new features and new offers regarding the vehicles are advocated to them and are given discounts on group purchase of vehicles, i.e. if 5 or more friends in the group purchase the cars at a time then they are given special discounts on the vehicles.
    • Free Insurance: The Fortune Ford gives a special offer of free insurance on the purchase of eachvehicle to its new customers.Relationship Marketing: Fortune Ford pays a special attention towards its old customers. To retain the oldand existing customers it conducts a corporate meet at a luxurious hotel. The event aims atknowing the problems of the customers regarding the vehicles and also service feedback. In this way it maintains an effective relationship with the customers and gains thereputation and goodwill in the minds of the customers.Sales Promotion: The sales promotion is done in the fortune ford at three levels:1. Showroom sales: In this the customers walk in to the showrooms to know about the details of the product. Specially trained sales executives who are present in the showrooms give a detailed explanation about the product to the customers. Sales executives give a detailed note on the products features, various offers given by the manufacturer and also by the dealer to the customer and enhances the sales of the vehicles.2. Corporate sales: A special team of sales executives are sent to some big corporate sectors and there they personally meet the heads of the organizations like C.E.O’s, Managers etc., and explain about the vehicles and the offers and special schemes provided by the dealer to them on bulk purchase of the vehicles and try to promote the sales of the vehicles.3. Field sales: The sales executives conduct some events with the corporate working people and try to demonstrate the product features and its benefits and try to promote the product and increase its sales.Conducting Customer Delight Program: This is a unique program conducted by the Fortune Ford. This is a programconducted to retain the old customers of the Ford. The old customers of the Fortune Fordare meet personally and they are requested to give their feedback by filling in the
    • questionnaire which is specially prepared for them. In this questionnaire their problemsregarding the vehicle and also their post sale service experience are taken. If there existsany problem, then the Fortune Ford service men try to resolve the problems of theircustomers as soon as possible and makes the customer satisfied. This is a technique to attract the new customers by satisfying the old customers andgaining goodwill in the market.STRATEGIC SALES STANDARDS: Fortune Ford maintains strategic sales standards in the following manner.  The Sales faculty is clean, tidy and inviting, making customers comfortable while purchasing products and availing services.  Customers are courteously acknowledged within two minutes of their arrival and are advised that a Sales Consultant will be available upon request.  The Sales Consultant’s appearance and dress will be of the highest standards.  An advisory relationship is established between the customer and the Sales Consultant who listens to the customer, identifies their needs and ensures that they are met.  A pleasant, non-pressured purchase experience will be provided during which a thorough demonstration of the vehicle features and benefits will be made.  A test drive will be offered to all customers.  Using a check list, the Sales Consultant delivers the vehicle in perfect condition when promised.  Customers will be contacted within one week after delivery to ensure total satisfaction. MAINTAINING SERVICE STANDARDS:  An efficient service facility allows a customer to avail all the service provided by Fortune Ford, in a clean and welcoming environment.  An appointment is available within 5 working days of the customer’s request.  Customers are courteously acknowledged within two minutes of their arrival and the write-up will begin with five minutes.  Service needs are courteously identified, accurately recorded on the repair order and verified with the customer.
    •  The vehicle is serviced right on the first visit.  The vehicle is ready on the agreed upon time.  A through explanation of work done, warranty coverage and charges is given to the customer.  All service repair work will be followed up within five working days.  Each vehicle will be washed before being returned to the customer.EXTENDED WARRANTY: Fortune Ford gives an extended warranty to its customers where there will be anextended time duration in the warranty.What is Extended Warranty? ♦ Factory Warranty covers only for a specific period of time/mileage. ♦ After the factory warranty expires, customer is exposed to the risk of parts failures. This is applicable for any machine/equipment/vehicle.Extended Warranty: ♦ Is an extension of Factory Warranty ♦ Offers almost similar coverage as Factory Warranty ♦ Comes with a time-bound (eg. 1yr/2yrs but unlimited mileage cap) ♦ Covers all Mechanical and Electrical Failures ♦ Covers labourWhy is extended warranty needed? ♦ Offers peace of mind motoring ♦ Protects against unexpected and non-budgeted expenses ♦ Can be transferred, hence increases the resale value.What does it NOT cover? ♦ Does not cover wear and tear of parts ♦ Does not cover scheduled service items ♦ Does not cover accident repairsBenefits to customer ♦ Protection from manufacturing and material defects ♦ Car can be repaired at any Ford out let across the country
    • ♦ Unlimited number of claims ♦ No excess to pay ♦ One up-front payment only ♦ Inflation protection from rising costs of parts and labour ♦ All repairs carried out by qualified Ford technicians ♦ Warranty can be transferred when vehicle is sold – better resale value ♦ Total peace of mindTOTAL MAINTENANCE PLANWhat is Total Maintenance Plan? ♦ Cost of ownership is the key factor while considering vehicle purchases ♦ As part of regular maintenance, customers spend on a) Maintenance parts that are to be replace at specific intervals b) Replacement of worn out parts c) Labour charge for the above ♦ A comprehensive maintenance plan by Ford will serve as a good tool to improve the service experience and minimize concerns on cost of ownership of the vehicle ♦ Total Maintenance Plan (TMP) is a complete service solution provided to the customer. This enables the customer to have total peace of mind in the form of a “Maintenance Holiday”What does it cover? ♦ Scheduled servicing like Engine Oil change, Fuel filter, Oil filter, Spark plugs etc. ♦ Non-scheduled maintenance like Brake Pads/Shoes, Brake Discs, Clutch Plates, Lower Suspension Arms, Shock Absorbers etc.. ♦ Mechanical/Electrical repairs ♦ Labour for all the aboveWhat does it NOT cover? ♦ Accident repairs ♦ Tyres ♦ FuelBenefits to the customer ♦ Total peace of mind ♦ Fixed price for next 2 to 3 years ♦ Increased residual value of the car ♦ Only Ford genuine parts are used ♦ Can avail this service across the country at all Ford authorized outlets
    • ♦ Transferable♦ Incase of total loss, can be cancelled♦ Ford factory backed programme♦ Diagnosis/repairs as per recommended standards and practices♦ Vehicles serviced by Ford trained and certified technicians
    • RESEARCH METHODOLOGYRESEARCH METHODOLOGIES AND LIMITATIONS:MARKETING RESEARCH: Definition of marketing research research as approved as by the board of directors ofthe association of American marketing association is:
    • “Marketing research is the function which links the customer and public to themarketer through information – information used to identity and define marketingopportunities and problems generate define and understanding of marketing as process”. Simply, marketing research is the systematic design collection analysis andreporting of data finding relevant to a specific marketing situation facing the company.Carefully planning through all stages of the research is a necessity. Objectivity in research is all-important. The heart of scientific method is theobjective gathering of the information. The function as marketing research with in the company as to provide theinformation and analytical necessary for effective.  Planning of the future marketing activity.  Control of the marketing operation in the present.  Evaluation of marketing results.A research may under take any of the three types of research investigation depending uponthe problem. These type of research included: 1. Basic research 2. Applied research 3. Designated Fact GatheringBASIC RESEARCH: It is also known as the pure fundamental research, which refers to those studies, solepurpose of which is the discovery of new information. It is conducted to extend thehorizons on given area of knowledge with no immediate application to existing problems.APPLIED RESEARCH: It is attempt to apply the various marketing technique, which have been developed asresearch, first and later on they become applied research techniques. It is on attempt toapply the basic principles and existing knowledge for the purpose of solving operationalproblems.DESIGNATED FACT GATHERING: It refers to a research where the investigation attempts to gather some pre-determined data.STEPS IN MARKETING RESEARCH:
    • Marketing research process can be out through following steps. Define the problems and research objectives Develops the research plan Collect the information Analysis and interpretation Present the finding.RESEARCH METHOD: It must be classified on the basis of the major purpose of the investigation. In thisproblem description studies have been undertaken, as the objective of the project is toconduct the market shares study to determine the share of market received by the companyto the competitor.DATA COLLECTION: The information needed to further proceed had been collected through primary andsecondary data.PRIMARY DATA: It consists of information collected for the specific purpose, survey research wasused and he all the details of Ford and their competitors were contacted. Survey research isthe approached gathering description and information.CONTACTED METHOD: The information was solicited by administering structured questionnaire to thecustomer and dealers, thus getting to know directly from the dealers their sales before andafter sales service.SECONDARY DATA COLLECTION:
    • The secondary data consists of information that already existing somewhere havingbeen collected for another purpose. Any researcher begins the research work by first goingthrough secondary data. Secondary data includes the information available with company.It may be the findings of research previously done in the field. Secondary data can also becollected from the magazines, news papers, internet other service conducted by researchers.METHODS OF DATA COLLECTION: The basic method adopted in conducting the study is a structured questionnaire.Questionnaire is administered on the sample respondents. How ever there are certain caseswhere personal interactive method is followed with customers to find the satisfaction level.
    • ANALYSIS AND INTERPRETATIONAnalysed Survey Report 1. Which of the following Ford car you own?
    • a) Fiesta b) Ikon c) Endeavour d) FusionData analysis: Name of the car % of customers Fiesta 49 Ikon 27 Endeavour 15 Fusion 9 Total 100%Interpretation: This question is meant for taking the information regarding the mostpreferred car in the Ford cars. From the above graph it is found that most preferred vehicleof Ford cars is Fiesta. 2. What do you like most about your Ford car? a) Style/design b) Comfort c) Ford brand
    • d) ServiceData analysis: Customers preference No of customers Style/design 9 Comfort 23 Ford brand 13 Service 5Interpretation: This question is meant to know the customers preferences and likestowards the cars. From the data we can position our product to the comfort seeking group ofpeople. 3. What do you feel great about your car when compared to other cars in the market? a) Fuel efficiency b) Durability c) Low maintenance d) Sound quality e) Brand name
    • Data analysis: Customers perspective No of customers Fuel efficiency 2 Durability 7 Low maintenance 9 Sound quality 12 Brand name 20Interpretation: From this question we can position the cars according to thecustomer’s perspectives. Many of the Ford customers are buying the cars by seeing itsBrand Name only. The no. of customers satisfied with the fuel efficiency are very low. 4. How did you come to know about this car before purchasing? a) From friends, relatives (buzz) b) Advertisements c) Car experts d) Sale’s persons visit e) Auto magazines Data analysis: Source of awareness No. of customers
    • Friends, relatives 9 Advertisements 25 Car experts 3 Sale’s persons visit 8 Auto magazines 5Interpretation: Most of the Ford customers came to know about their vehicle throughadvertisements only. The major media that attracted the customers is television. 5. Can you share your experience with after sale service support a) Very much satisfied b) Satisfied c) Ok d) Not satisfied Data analysis: Post service No. of customers experience Very much satisfied 6
    • Satisfied 15 Ok 25 Not satisfied 4Interpretation: This question is prepared to know the service levels of the authorizeddealer. Most of the customers are just telling ok about the service. Only a very fewcustomers are very much satisfied with the service. Even some of the customers are notsatisfied with the service given by the authorized service men. 6. Where do you get your car serviced regularly? a) At authorized service centre b) At a local workshop near my home Data analysis: Place of service No. of customers At authorized service centre 41 At a local workshop near home 9
    • Interpretation: Most of the Fortune Ford customers are interested to service theirvehicles only at the authorized dealers. From this we come to know what the importance ofauthorized service centers for car is. 7. Which bank do you prefer in getting financial help while purchasing a car? a) ICICI b) HDFC c) SBI d) others Name of the bank No. of customers ICICI 21 HDFC 6 SBI 20 Others 3
    • Interpretation: Most of the customers prefer ICICI and SBI banks for takingfinancial help while purchasing a car. Customers are asking for 0% interest on financialhelp provided by the banks.8. Which type of finance do you prefer?a) In house financeb) Out house financec) No difference between the twoData analysis: Type of finance No. of customers In house finance 30 Out house finance 12 No difference between the two 8
    • Interpretation: To know the customers opinion about the finance and their interestsin preferring the finance from various sources, this question is prepared. Most of thecustomers prefer only In house finance compared to outhouse finance.9. To which media do you get expose regularly?a) Televisionsb) Magazinesc) News papersd) F.M/RadioData analysis: media No. of customers Televisions 26
    • Magazines 7 News papers 16 F.M/Radio 1Interpretation: From this analysis we come to know that most of the customers areinterested in watching televisions, which is a good media for communicating withpeople and delivering our intentions about product.10. Which kind of T.V. channels do you watch regularly?a) National news channelsb) Regional news channelsc) Sports channelsd) Entertainment channelsData analysis: T.V. Channels No. of customers National news channels 10 Regional news channel 16 Sports channels 4
    • Entertainment channels 20Interpretation: This question is meant to know the interests and preferences ofcustomers towards T.V. channels. More than quarter of the sample size showed interestonly on the entertainment channels and next preference goes to the regional newschannels.11. What’s your opinion on the price list of Ford cars?a) Affordable by common manb) Affordable only by rich manc) Cant sayData analysis: Customer opinion on No. of customers pricelist of ford car Affordable by common man 6 Affordable only by rich man 42 Cant say 2
    • Interpretation: More than 80% of customers think that Ford cars are affordable onlyby rich men. These cars are too expensive for an economic/comman man of the society.12. What kinds of offers do you like or expect from the dealer?a) Free insuranceb) Special discount on sale of carsc) Extending the service periodd) Finance availability with 0% interestData analysis: offers No. of customers Free insurance 9 Special discount on sale of cars 3 Extending the service period 27 Finance availability with 0% 11 interest
    • Interpretation: By the result of this question we come to know about the variouspromotional techniques/offers which attract the customers. From the above analysismany customers are expecting the extension in the service period from the various offersgiven to them.13. What more do you expect from your dealer?a) Information about new carsb) Information about service and mileagec) Assistance regarding loans and insuranced) Understanding customer needsData analysis:Expectations of customer No. of customers Information about new cars 2Information about service and mileage 34 Assistance regarding loans and 4 insurance Understanding customer needs 10
    • Interpretation: Most of the customers are expecting the information about serviceand mileage regarding the cars from the dealer. From the above analysis we come toknow about the customer’s expectations and their post purchase service demands fromthe dealer.14. How do you feel when an unknown sales person approaches you by knowing your full details to demonstrate about any product?a) I will not respondb) Lost my privacyc) Interested in knowing (if I feel a need of it)Data analysis: Customer opinion No. of customers I will not respond 11 Lost my privacy 5 Interested in knowing (if I feel a need 34 of it)
    • Interpretation: This question is prepared indirectly to know about the customer’sopinion about the Data Bank maintenance by the Fortune Ford. In reply majority of thecustomers gave a positive reply by showing interest in knowing about the cars when asales person gives a detailed description about the cars.15. What’s your opinion on a Brand Ambassador for the cars?a) Very necessaryb) Not neededc) Waste of money for manufacturerData analysis: Customer opinion on No. of customers ambassador Very necessary 43 Not needed 7 Waste of money for manufacturer 0
    • Interpretation: This question is meant to know about the importance of BrandAmbassador for a car in the customer’s point of view. Most of the Ford customers thinkthat a Brand Ambassador is very necessary for promoting a car.16. What’s your opinion about the previous Ambassador Abhishek Bachan for the car Ford Fiesta?a) Full filled the purposeb) Unable to attract customersc) He was not apt for it.Data analysis: Customer opinion No. of customers Full filled the purpose 38 Unable to attract customers 10 He was not apt for it 2
    • Interpretation: Most of the Ford customers think that the previous BrandAmbassador Abhishek Bachan for the car Ford Fiesta full filled the purpose and he wasable to increase the sales of the cars Fiesta.17. Whom do you suggest as a right person for promoting a car?a) Sports personb) Film starsc) Car expertd) Any celebrityData analysis: Customer suggestion No. of customers Sports person 18 Film star 21 Car expert 7 Any celebrity 4
    • Interpretation: Most of the customers of Ford suggest a film star as the bestambassador. Because many of them get attracted only to their favorite film stars otherthan other brand ambassadors.18. What other brand(s) did you seriously consider before making this car purchase?a) Hyundaib) Chevroletc) Marutid) TATAe) ToyotaData analysis: Brand name No. of customers Hyundai 19 Skoda 12
    • Maruti 5 Honda 9 Toyota 5Interpretation: Most of the Ford customers are opting for Hyundai when they areasked to consider a brand other than Ford. Skoda occupies the second place in theirpreference.
    • SUGGESTIONSVALUABLE SUGGESTIONS GIVEN BY FORDCUSTOMERS:  Please try to increase the number of Service centers.  Keep Service Stations at main locations of the city.  There is no proper response from the service men at service station. Please recruit efficient service men in the service centers.  The service men in the service centers are unable to understand the problems told by us, and they are not resolving the cars problems.
    •  Provide information on service and mileage regularly. Please provide information about new cars along with their price lists at least once in 6 months. Advertisements through televisions can influence many categories of people. So try to concentrate on this segment. We don’t see or find much of the Ford car advertisements in T.V except Fiesta. Try to provide financial facility at 0% interest. Customer should be educated about the maintenance of the vehicle. i.e. maintenance tips should be provided. Mileage of the cars is not up to the expectations. Mileage of Fiesta is very worst its giving only 9 to 11 Kms per liter. Please try to rectify it. The quality of the sun proof coating used is of very low quality, vehicle colour is getting shaded very quickly. Please send the specially appointed feed back taking staff on Sunday evenings only. The sales people present in the showroom respond to us properly when we come to purchase a new car, but they do not respond when we come to tell our problems regarding the cars.
    • BIBLIOGRAPHY BIBLIOGRAPHYREFERANCE BOOKS:MARKETING MANAGEMENT V.S.RAMASWAMY AND S.NAMAKUMARIADVERTISING AND PROMOTIONS GEORGE E.BELCH & MICHAEL A. BELCH
    • WEBLIOGRAPHY:: www.fordindia.com www.fortuneford.com www.wikipedia.com www.google.comAUTO MAGAZINES:  AUTOCAR  OVERDRIVE
    • ANnexure
    • q uestionnair e QUESTIONNAIRE: Name : Contact no. Address: E-Mail address:1. Which of the following Ford car you own?
    • a) Fiestab) Ikonc) Endeavourd) Fusion2. What do you like most about your Ford car?a) Style/designb) Comfortc) Ford brandd) Service3. What do you feel great about your car when compared to other cars in the market?a) Fuel efficiencyb) Durabilityc) Low maintenanced) Sound qualitye) Brand name4. How did you come to know about this car before purchasing?a) From friends, relatives (buzz)b) Advertisementsc) Car expertsd) Sale’s persons visite) Auto magazines5. Can you share your experience with after sale service supporta) Very much satisfiedb) Satisfiedc) Okd) Not satisfied6. Where do you get your car serviced regularly?a) At authorized service centre
    • b) At a local workshop near my home7. Which bank do you prefer in getting financial help while purchasing a car?a) ICICIb) HDFCc) SBId) others8. Which type of finance do you prefer?a) In house financeb) Out house financec) No difference between the two9. To which media do you get expose regularly?a) Televisionsb) Magazinesc) News papersd) F.M/Radio10. Which kind of T.V. channels do you watch regularly?a) National news channelsb) Regional news channelsc) Sports channelsd) Entertainment channels11. What’s your opinion on the price list of Ford cars?a) Affordable by common manb) Affordable only for rich manc) Cant say12. What kinds of offers do you like or expect from the dealer?a) Free insuranceb) Special discount on sale of cars
    • c) Extending the service periodd) Finance availability with 0% interest13. What more do you expect from your dealer?a) Information about new carsb) Information about service and mileagec) Assistance regarding loans and insuranced) Understanding customer needs14. How do you feel when an unknown sales person approaches you by knowing your full details to demonstrate about any product?a) I will not respondb) Lost my privacyc) Interested in knowing (if I feel a need of it)15. What’s your opinion on a Brand Ambassador for the cars?a) Very necessaryb) Not neededc) Waste of money for manufacturer16. What’s your opinion about the previous Ambassador Abhishek Bachan for the car Ford Fiesta ?a) Full filled the purposeb) Unable to attract customersc) He was not apt for it.17. Whom do you suggest as a right person for promoting a car?a) Sports personb) Film starsc) Car expertd) Any celebrity
    • 18. What other brand(s) did you seriously consider before making this car purchase?a) Hyundaib) Skodac) Marutid) Hondae) ToyotaThanks for taking the time to fill out this questionnaire and for providing valuableinformation which will be used for my project work, market research studies andreports. We do not share or sell your name, address or any other data with any outsidecompany for any purpose.