Harshil sip mahindra (1)

“A Study on Sales Strategies adopted by Mahindra & Mahindra
towards their School Buses in Ahmedabad”
Summer Internship Project Report
Submitted in Partial Fulfillment
for the award of
Post Graduate Diploma in Management
Submitted By:
Harshil Dave
Roll No.
1820141
Batch: 2018-2020
Under the guidance of
Mr. Chintan Dave Dr. Vaishali Trivedi
Industry Guide Faculty Guide
Submitted To
St. Kabir Institute of Professional Studies, Ahmedabad
June 2019

St. Kabir Institute of Professional Studies
(Approved by AICTE, Government of India)
Nr. SAL Hospital, Ahmedabad
CERTIFICATE
This is to certify that the Industry Internship Project report titled “A Study on Sales
Strategies adopted by Mahindra & Mahindra towards their School Buses in
Ahmedabad” Submitted by Mr. Harshil Dave in partial fulfillment of the requirement
for the award of Post Graduate Diploma in Management is a record of bonafide work
carried out by him/her under my guidance and supervision.
Date: 10/07/2019
Place: Ahmedabad
Dr. Vaishali Trivedi Dr. Gurpreet Singh Arora
Faculty Guide Dean, SKIPS

DECLARATION
I hereby declare that the project entitled “A Study on Sales Strategies adopted by
Mahindra & Mahindra for their Buses in Ahmedabad” submitted to St. Kabir
Institute of Professional Studies, Ahmedabad in partial fulfillment of the requirement
for the award of Summer Internship Programme is an original work carried out by me,
under the guidance of Dr. Vaishali Trivedi. The matter embodied in this project is a
genuine work done by me to the best of my knowledge and belief and has not been
submitted before, neither to this Institute nor to any other University for the fulfillment
of the requirement of any course of study.
_________________ __________________
Signature of student Signature of Guide

ACKNOWLEDGEMENT
I would like to take this opportunity to express my sincere gratitude towards my Director
Dr. R. K. Balyan, my Dean Dr. Gurpreet Singh Arora and my Industry guide Mr.
Chintan Dave, for giving me this golden opportunity to work on a live project, for
guiding me and giving valuable insights of the industry, which will surely help me in the
future to succeed. It was a great learning experience as I got an opportunity to learn the
practical aspects of business. He shared his pool of knowledge and experience. Also Mr.
Chintan Dave helped me a great deal in making use of the right resources for successful
completion of the project.
I would also like to thank my faculty guide Dr. Vaishali Trivedi who had always
been helpful in the entire period. Discussions and deliberations with her have enriched
my knowledge to form my project in a better way.

Contents
 Chapter 1 - Introduction.................................................................................................................... 11
1.1 Introduction of the Topic................................................................................................ 11
1.1.1 Introduction to the Sector......................................................................................................... 11
1.2 Objectives of the Study....................................................................................................... 20
1.3 Rationale of the Study.................................................................................................... 22
 Chapter 2 Introduction to the Company............................................................................................ 23
2.1 Company Overview ............................................................................................................ 24
2.2 Companies Market Position........................................................................................................ 25
2.3 Organization Structure ........................................................................................................ 28
2.4 Product or Service Range.................................................................................................... 29
2.5 SWOT Analysis .................................................................................................................................. 35
2.6 Past Performance of the company....................................................................................... 37
2.7 Product Classification................................................................................................................. 40
2.7.2 Models of Bus .................................................................................................................. 42
2.7.3 Sales Process.................................................................................................................... 48
 2.7.3.1 5 Bucket Approach ..................................................................................................... 49
 2.7.3.2 Product description process ........................................................................................ 50
 Chap – 3 Literature Review .............................................................................................................. 51
 Chap – 4 Research Methodology...................................................................................................... 61

 Chapter -5 Data Analysis & Interpretation ...................................................................................... 74
 Chapter 6 – Suggestions.................................................................................................................. 95
 Chapter – 7 Learnings....................................................................................................................... 98
 Chapter 8 Overall Learning from Summer Internship Programme ................................................ 100
Bibliography............................................................................................................................................ 103

Figure 1 Growth of Automobile sector..................................................................................................... 14
Figure 2 imports & Exports of Automobiles ............................................................................................. 14
Figure 3 Growth of EXIM in 2011 ........................................................................................................... 15
Figure 4 Segmentation of Automobile Industry ....................................................................................... 16
Figure 5 No. of Accidents......................................................................................................................... 19
Figure 6 Different industry objectives & Aspects .................................................................................... 21
Figure 7 M&M market cap ....................................................................................................................... 25
Figure 8 Commercial vehicle sales analysis ............................................................................................. 25
Figure 9 LCV sales analysis ..................................................................................................................... 26
Figure 10 M&M overall growth in Sales.................................................................................................. 26
Figure 11 Organization Structure.............................................................................................................. 28
Figure 12 Companies different Services................................................................................................... 29
Figure 13 Automobiles ............................................................................................................................. 30
Figure 14 fram Equipments & Products ................................................................................................... 30
Figure 15 HCV & LCV............................................................................................................................. 31
Figure 16 Hospitality ................................................................................................................................ 31
Figure 17 Financial Services..................................................................................................................... 32
Figure 18 Energy Sector ........................................................................................................................... 32
Figure 19 after Market .............................................................................................................................. 33
Figure 20 Utility Vehicles......................................................................................................................... 33
Figure 21 Mahindra Partnerships.............................................................................................................. 34
Figure 22 SWOT analysis......................................................................................................................... 35
Figure 23 PAst Performances ................................................................................................................... 37

Figure 24 Strong Growth HCV................................................................................................................. 38
Figure 25 Domestic Sales ......................................................................................................................... 38
Figure 26 Three wheeler sales .................................................................................................................. 39
Figure 27 Mahindra Buses ........................................................................................................................ 42
Figure 28 Tourister Cosmo Bus................................................................................................................ 43
Figure 29 Interior of Cosmo ..................................................................................................................... 44
Figure 30 Onsite service vehicle............................................................................................................... 45
Figure 31 Excelo School bus .................................................................................................................... 47
Figure 32 AIA principle............................................................................................................................ 48
Figure 33 Mahindra's Products ................................................................................................................. 50
Figure 34 Segmentation through Sales Funnel ......................................................................................... 69
Figure 35 DI Gender ................................................................................................................................. 76
Figure 36 DI Age ...................................................................................................................................... 76
Figure 37 DI no of Buses .......................................................................................................................... 77
Figure 38 DI no of Buses Owned ............................................................................................................. 78
Figure 39 DI no. of Services in a year ...................................................................................................... 79
Figure 40 DI no of Repairs ....................................................................................................................... 80
Figure 41 DI after Sales Service ............................................................................................................... 81
Figure 42 DI trained Drivers..................................................................................................................... 83
Figure 43 DI parents Feedback ................................................................................................................. 84
Figure 44 DI priority of Purcahse ............................................................................................................. 85
Figure 45 DI companies Awareness ......................................................................................................... 87
Figure 46 M&M afters sales service & AMC........................................................................................... 88

Figure 47 DI onsight mobility vehicle ...................................................................................................... 89
Figure 48 DI M&M BBC.......................................................................................................................... 90
Figure 49 DI willingness to shift to M&M ............................................................................................... 91
Figure 50 DI recommending M&M.......................................................................................................... 92

PREFACE
Mahindra Truck and Bus division is a Subsidiary part of the US $ 16.9 billion Mahindra
& Mahindra group that provides an entire line of integrated automotive solutions. The
company has taken outperformance to the next level, by creating trucks that are
specifically designed for different applications and deliver outperformance whatever be
the business needs. From transit mixers and bulkers to car carriers and refrigerated
containers, Mahindra truck and bus provides an entire line of integrated automotive
solutions that help customers profit by giving them the advantage of quick turnaround
time and reliability, satisfaction along with the assurance of Mahindra excellence in every
aspect.
The role assigned was to generate lead and to create awareness towards school buses.
And also had to study the consumer buying behavior patterns of the schools and their
decision makers by collecting primary data. We had to collect general information of the
school, and other demographic information related to the school. Also identify their needs
and their satisfaction level if they have any other company transportation. For getting the
information we took personal observation and clients experiences in a way so that the
information is collected in a flow without wasting much time of the customers.

 Chapter 1 - Introduction
1.1Introduction of the Topic
Topic – “A study on Sales Strategy adopted by Mahindra & Mahindra for their school
buses in Ahmadabad”
1.1.1 Introduction to the Sector
Automobile Sector
The Automobile sectoris a sectorwhich includes different organizations which are
indulged in design, Manufacturing, development, marketing and selling of Motor
vehicles.
It is one of the world’s largest sectors in terms of Revenue generation.
The sectorevolved in the year 1860 with hundreds of organizations who had pioneered
Horseless carriage. From the starting till 1929 United States of America led the world in
total Automobile production. During that time the world had around 32,028,500
automobile in the USA and around 90% of the production was done by the U.S
automobile Industry itself.

After World War 2 the US started producing 75% of total automobile and had a huge grip
in that particular sectorIn 1980 Japan had acceleration into the production of automobile
and surpassed US and the competition was between Japan and the US, again in 1994 US
overtake Japan in terms of world’s auto production, after that in 2006 Japan slowly
surpassed US and had a grip into the leader spottill 2009. Now as China also came into
picture and surpassed bothJapan and US by producing 19.3 million units in the year
2012. With this statistics we can say that the automobile market over the years have
grown exponentially and is still growing.

Automobile Sectorin terms of Economy
According to statistics held by automobile standard institutions there was a survey that
there were about 806 million cars and light trucks on the road in 2007consumin over 908
billion of gasoline and diesel fuel yearly.
On the basis of that survey we can surely say that the Automobile is one of the primary
modes of transportation for developing as well as developed countries. The prediction
from Detroit branch of BOSTON CONSULTINGGROUP that one third of the demand
will be arising from the BRIC (Brazil, Russia, china & India) economies. And also in the
developing countries as the change in education level and taste and preferences and the
flow of younger generation evolving
in these countries the trend will be seen rising. Emerging countries own more cars than
developed countries as been seen and mapped by J.D Power study, emerging markets
accounted for 51% of global light vehicle sales in 2010.
We can see by the graph and the image is shown below.

Figure 1 Growth of Automobile sector
We can see in the graph that the automobile sector is globally accepted and it tends to rise
year by year and create more revenue generation.
In terms of Exports and Imports
Figure 2 Imports & Exports of Automobiles

Figure 3 Growth of EXIM in 2011
As we can see that Germany became one of the leaders in manufacturing and production
of automobiles and also in terms of Exports and creating 23% of market capitalization in
the automobile sector
List of Automobile Countries in terms of Motor vehicle production
Country Motor vehicle production (units)
China 29,015,434
United States 11,189,985
Japan 9,693,746
Germany 5,645,581
India 4,782,896
South Korea 4,114,913
Mexico 4,068,415
Spain 2,848,335
Brazil 2,699,672
France 2,227,000
Canada 2,199,789
Thailand 1,988,823
United Kingdom 1,749,385
Turkey 1,695,731
Russia 1,551,293
Iran 1,515,396
Czech Republic 1,419,993

The data shows the total number of vehicle production on the global level when it comes to comparing
different competitors and their market capitalization.
Segmentationof Indian Automobile Industry.
Figure 4 Segmentation of Automobile Industry
PassengerVehicle:15.96%
CommercialVehicle: 3.95%
Three wheelers:3.60%
Two wheelers:76.49%
Indonesia 1,216,615
Italy 1,142,210
Slovakia 1,001,520

Leaders of Automobile Industry in India.
The list of the leaders who are well renowned in Automobile Sectoris as follows,
 TATA Motors
 Maruti Suzuki India Limited.
 Hyundai motors India Limited.
The list is for passenger vehicles and the companies mentioned above are being
monitored measured and then given the tag of top 3 most successfulcompanies I terms of
production and revenue generation in India.
Automobile Safety
It is state that implies to be protected from any risk, danger, damage or any cause of
injury. An automotive industry it implies to the human kind which is indulge into driving
and they make sure that the particular individual who is driving should be saved and its
life should be their utmost priority.

Safety in automotive industry is kept at utmost priority and therefore is highly regulated.
The productionof automotive one organization has to follow and comply it with certain
norms and regulations, either Domestic or global one has to follow and adhere to the
circulated norms by the automotive standard. The general ISO 26262 is one of the best
frameworks to achieve automotive safety.
Most of the companies in India still not follow the automotive standard and it causes risk
to the human life by ending up accidents where the human life is at stake. Due to the sake
of selling the retailers and manufactures by doing adulteration they mislead the consumer
and risk of accidents happen on a wide scale and to prove that here is an Over view of
accidents happening in India every year
Manufacturer malfunction –
About 33 % of the accidents happened due to malnutrition in the vehicle, and these
results into carelessness which is doneby Automobile manufactures while testing their
product. Unfortunately, it may take several accidents for the carmaker to confirm that
these were due to manufacturing issues. You should be aware of recalls announced by
your carmaker and get your vehicle repaired at the earliest possible time.

Most of the time it is the stake of the Automaker’s Image involved and the organization
denies admitting the fault but on the other side the human life is at stake and
unknowingly major damage is occurred.
Figure 5 No. of Accidents
The data shows that around 40% of the accidents are happened due to misalignment of
the Tire/Wheel and the rest are been measured as the defects done by Brake , Steering
and other mechanical or electrical defects.

1.2 Objectives of the Study
The objective of the study is to identify the different approaches done by the company
that is Mahindra and Mahindra and the adoption of different sale strategies which the
company adopts to get into the market and make sure that their productalso gets that
much popularity and acceptance among the consumers.
To Understand the Consumer buying behavior and hat are the different criteria which a
consumer consider while buying Buses. Some of the factors or criteria are.
1. Price.
2. Brand Name
3. Services, discount and Offerings.
 To identify the sales strategies adopted by Mahindra and Mahindra.
 To analyze the need of the consumer and develop Pre-sales process to cater the
need of that particular consumer.
 To understand the Digital marketing strategies adopted by company to extend the
customer reach.

Figure 6 Different industry objectives & Aspects
The figure 6 shows those different objectives which Mahindra adopts to get over certain
business challenges and maintaining a structure way of working using Technological
advancements and adopts different changes when there is a problem in their pipelining.

1.3 Rationale ofthe Study
Mahindra and Mahindra is one of the largest conglomerate company and has spared its
roots into different sectors and also is into domestic market cap and is one of the top
companies when it comes to revenue generation and the company has also into
production of commercial vehicles especially School buses and the study is done on the
basis of analysis done on the primary and the secondary factors which company adopts
when it comes to identify the buying behavior and other external factors.
 The main aim of this project is to spread awareness about the safety feature which
Mahindra adopts in manufacturing the buses that is BUS BODY CODE according
to Automotive standard the manufacturer has to manufacture the product according
to the set norms for further passing, RTO and insurances and then it can be run on
the roads.
 To identify the insight of the company when it comes to sales and the identification
of different approaches which company develops towards Consumer buying
behavior. Also different promotional activities which company does in order to
create awareness.

 Chapter 2 Introduction to the Company
Before the Partition the company was founded and run by Mahindra and Mohammad
after 1947 the company renamed itself to Mahindra & Mahindra run By Mr. J.C
Mahindra the founder of the company and now after many years of hard work and
dedication the company is a multinational conglomerate and is into manufacturing and
producing different types of automotive vehicles and also is into different sectors.
The list of different sectors of Mahindra & Mahindra.
 Automobile
 Farm Equipments
 Information Technology
 Financial Services
 Clean Technology
 Hospitality
 Real Estate
 Retail
 Construction & Industrial equipments
 Logistics
 Steel equipments
 Consulting

2.1 Company Overview
Mahindra and Mahindra is a USD $ 19 billion (Rs 1.22 lac crore) Indian Multinational
Automobile Company present across 100+ Countries.
Organized into 10 business sector with a presence in 20 industries.
More than 2, 00,000+ employees across the globe.
Presence in all vehicle segment from 2- wheelers to Trucks
Leadership position in Tractors, utilities Vehicles & Information Technology.
Mahindra Trucks & Buses is a part of Mahindra Group.
30,000 HCV’s & 1, 62,000 + for LCV’s operating on Indian roads.

2.2 Companies MarketPosition
Figure 7 M&M market cap
Talking about rural market reachable according to the data by slam utility vehicles covers
the chart by 20.9%
Figure 8 Commercial vehicle sales analysis

Commercial vehicle analysis done by ACG shows that Mahindra stands at 2nd position
when it comes to the sales of commercial vehicle for year 2016 and sales is inclining at
inclining rate.
Figure 9 LCV sales analysis
The graph clearly tells that the trends of Mahindra are increasing at increasing rate and it
keeps on increasing ever financial year.
Figure 10 M&M overall growth in Sales

When it comes to domestic market the company has some wonderful figure to be
analyzed and we can clearly see the domestic growth of the company. The data is of Q3
FY 2018 for the domestic market.

2.3 Organization Structure
Figure 11 Organization Structure
Here is the hierarchy that company has which gives equal opportunity to each and every
individual working in the industry and with his/her performance and hard work the
particular individual climbs the ladder and becomes or makes it into the top level
management.

2.4 Product or Service Range
Mahindra & Mahindra is a multinational conglomerate and has its reach into 10+ sectors
and it also provides services
The productor service range of the company is shown
Figure 12 Companies different Services

Automobile
Figure 13 Automobiles
Farm equipments and Products
Figure 14 farm Equipments & Products

Heavy and light Commercial vehicles
Figure 15 HCV & LCV
Hospitality
Figure 16 Hospitality

Financial Services
Figure 17 Financial Services
Energy Sector
Figure 18 Energy Sector

Mahindra After market
Figure 19 after Market
Utility Vehicles
Figure 20 Utility Vehicles

Mahindra Partnerships
Figure 21 Mahindra Partnerships

2.5 SWOT Analysis
Figure 22 SWOT analysis
 The SWOT analysis of the company shows that the company is one of the
strongest and has hold in the Indian automotive market
 The company is one of the largest employment providing companies as it is into
different diversified businesses.
 The company is majorly dependent on generating revenue from India and has
never tried its reach by entering into global markets.
 The company is using technology which is Enviournment friendly and also
developing hybrid automobiles which re fuel efficient and produces less carbon
footprints.

 Intense competition lacks Mahindra to grow especially in LCV that is Buses.

2.6 Past Performance of the company
The company is doing exponentially well and has a stable hold on the market and it has
never affected its share price or growth, the company is growing at an inclining rate
Figure 23 Past Performances
The figure shows a Inclined growth for SCV segment in FY 17 and shows the growth of
Mahindra as a company in a holistic way.

Figure 24 Strong Growth HCV
Due to the demand of Road exports and relaxation in government reforms on
transportation there is a heavy demand seen in the HCV segment
Figure 25 DomesticSales

Also the increasing market capture in terms of passenger vehicle in competition of the
peer competitor Ford India M&M is way ahead in selling Passenger cars.
Figure 26 Three wheelersales
Company is also having a good reach in 3- wheeler segment and the data is show the
image which lets us know about the market share of M&M.

2.7 Product Classification
The companies is into 10 different sectors and now want to spread its root into
Commercial vehicle and the company is more focused into LCV that is Light
Commercial Vehicle that includes Buses.
2.7.1 Bus Classification
The buses are classified into 4 different categories they are.
MIDI Bus
The bus can be classified by the passenger capacity; here in MIDI type of bus it has a
capacity of 40 passengers that is 40 seater.
MINI Bus
The bus can be classified by the passenger capacity; here in MIDI type of bus it has a capacity of 25
passengers that is 25 seater.
MOFUSIL
This type of bus is generally used for Intercity commutation and generally is used as
public transport.
E.g. – BRTS

SpecialPurpose
This type of buses are the ones which company focuses on by covering maximum
reachablity in the commercial segment and has 3 different types that are,
 Staff buses
 Schoolbuses
 Tourist Buses
Now all the buses are being manufactured under BBC that is Bus Body Codeand has to
follow some rules and regulation which are build by using AIS that is Automotive
Industrial Standard
For Staff buses the company follows AIS 052
For Schoolbus which has to have more safety and for that the company follows AIS 063

2.7.2 Models ofBus
EXCELO - Economical
COSMO - Premium
COMFIO – More Premium
Models Seating Capacity Seating Capacity
T – 15 2 x 2 2 x 3
T – 20 2 x 2 2 x 3
T – 25 2 x 2 2 x 3
T – 29 2 x 2 2 x 3
T – 32 2 x 2 2 x 3
T – 36 2 x 2 2 x 3
T – 40 2 x 2 2 x 3
Figure 27 Mahindra Buses

TouristerCosmo Bus :
Figure 28 Tourister Cosmo Bus
The Tourister Cosmo Buses of Mahindra are Exclusive with attractive looks available in
16, 20, 32 & 40seater. The bus is Stylish and attractive and is manufactured to save more
money in many different ways as follows:
Performance and Technical specialization:
 Fuel efficient CRDe BS III engine for better pick up
 Unmatched fuel average with 1600 bar pressure leads to better atomization of fuel
 Low Noise, Vibration in Saloon Area
 Over Drive gear box to help achieve higher road speed at a lower engine r. p. m
 At least 10 % better in fuel efficiency as compared to any of the competitors.
 Specially optimized suspension, power steering for 32 & 40 seater and air brakes

Style, Comfort and Safety:
 Follows all the norms of school bus stated
 Multiple piece metal fascia for longer life, safety, reparability, Low maintenance
 Larger Windscreen - for better visibility
 Curvy Stylish Appearance with captivating front & rear fascia
 Metal fascia in multiple pieces for safety & easy maintenance
 Peep Window for better driver visibility
 Large rear window and Bigger Sunken dickey with gas stay rods for extra storage
 100% insurance claim in case of accident
 Interiors:
Figure 29 Interior of Cosmo
 Roomy and admiring interiors with different Dual tone fresh color combination on
seats for regular and school bus
 4-way adjustable driver seat and quarter window for ventilation

 Ergonomically designed seats with padded hat rack
 Full length first foot step and low entry step for students
 Metal bag rack below the seats in school bus with sports kit rack
Service:
 NOW : India’s first multi lingual 24*7 on road assistance service
 80 dealerships with fully covered workshops
 NOW mobile service van with all fast moving parts and tools
 Easily available spare parts
 4 free service and warranty available
Figure 30 Onsite service vehicle
I. Tourister Excelo Bus:

The Tourister Excelo buses are Firm Sturdy and Economical. It is designed to deliver
performance with fuel efficient features and integrated style. All other features are
quite similar to Cosmo range with slight differences to make it more economical.
 Better pick up with CRDe engine
 Better fuel combustion which cuts down fuel wastage and emissions
 Better pulling power
 9 piece front fascia metal body
 Pneumatic brakes in 32/36 seater
 Attractive interior with single tone seat color
 First aid kit and fire extinguisher
 Grey vinyl flooring with small button type pattern

2.7.3 SalesProcess
The AIDA principle..
Figure 32 AIA principle
The basic and the most used principle used for sales promotion
 By identifying the attention by spreading awareness of the product using modes of
communication such as using digital platform by doing digital marketing and also
by doing physical visits to identify the needs of the consumer.

 By identifying the needs we can analyze the consumer’s behavior towards that
particular productand the consumer tends to show positive or negative interest.
 By customer engagement strategies e can find out the particular parameters or
desires of the consumer and then the company can work on to cater the needs.
 And at the end by taking necessary action the company can finally satisfy the
needs of the consumer.
 2.7.3.15 BucketApproach
• The following strategy is for direct approach and to gatherPrimary Information.
1) Existing MTB customer.
2) Competitor
3) Super Key accounts
4) Operator
5) Upcoming Schools

 2.7.3.2Product description process
1. The front Side – Wind shield, Head lamps
2. Right Side of the Bus – Entry and Exit.
3. RearSide of the Bus – Chassis,Model, Electricalwiring, Exit window.
4. Left Side of the Bus – Exit window, Fuel
5. Inner Saloon– Interior of the bus Head guard, seats and
6. Performance – Technicalspecifications
7. Service Scheduled& Parts description – After sales servicesand parts
description.
Figure 33 Mahindra's Products

 Chap – 3 Literature Review
Literature review helps in finding facts, figures & statistics related to a particular topic
which he/she is going to study and by reviewing past research papers/ Journals which
Scholars have researched and kept for reviewing. So that one can find out information
about the topic and can get insights on the topic so that one can related his/her research.
Research Papers & Journals on Current trends in Automobile Sector.
Sustainable green supply chain management: trends and current practices
The main aim of writing this paper is to find structured insight into the literature
published during the past decade on sustainable green supply chain management. It
also suggests trends for future research based on the research issues identified through
systematic and comprehensive analysis of previous studies in the area of green and
sustainable supply chain management.
Findings
There has been an increased interest among researchers and practitioners in the area of
sustainable green supply chain management in the past decade. A need for achieving

sustainability through adoption of greener practices has been universally felt, owing to
an increasing environmental and ecological complexity. The review reveals that there
exists a need to address behavioral issues like human resource management and
supply chain partner relationship management. Moreover, reverse logistics; closed-
loop supply chain management and waste management are areas that need special
focus to achieve environmental sustainability.
Research limitations/implications
The current review focuses on research trends in the past 10 years only. Moreover,
papers from only good quality, peer-reviewed journals are considered in the study.
(singh, 2015)
Environmental performance measures for supply chains
The paper seeks to develop an analytical decision model that is used to investigate the
performance of a supply chain when product, process, and environmental quality
characteristics are considered.
Findings
– The results identified some findings in the reviewing literature that investigated to
reduce environmental costs improves environmental performance and increases total
profits.
Originality/value

– This helps us to fill a gap in the literature where there is a lack of models to help
managers implement environmentally acceptable coordinated two‐level supply chains.
(M.Bonney, 2011)
Sustainable globalautomobile transport in the 21st century: An integrated scenario
analysis
Transport describes s a significant threat to long duration sustainable development, and is
the fastest-growing consumer’s non-renewable energy and sources of greenhouse gas
emissions. Moreover, transport is heavily dependent on petroleum, a limited resource that
is also associated with risks to security of supply. Together, a threat to the global
warming and limited resource availability threatens a closer examination of possible
pathways to a alternative transport system. This study based on the SRES B2 scenario,
but with key demographic and ecological drivers updated to developments between 1990
and 2000, and revisions to population projections. Multiple sustainable development
objectives are incorporated, including:
i) Continuing geographic and demographic growth, with a moderate reduction in
inequality in income between different world regions;
ii) Maintaining a alternative of oil and gas resources to enhance security of energy
supply, both globally and in vulnerable regions

iii) Adopting greenhouse gas emissions to ensure atmospheric CO2 concentrations
and reduce it
iv) Ensuring global mobility demands that are met, without resorting to
assumptions about a large counter-trend shift to public transport or lower travel
demand. (turton, 2005)
U-turn: the rise and demise of the automobile industry
This article introduces the fundamental rational that supports the ‘technological regime’
of the modern automobile, as well as its potential for inertia, transformation and decline.
It re presents the main options used in automotive design, material procurement, and the
economic fundamentals that orient today's car assembly and commercialization. The
methods currently used by automobile manufacturers that targets at the rationalization of
systems of production, such as consolidation, ‘architectures’ and assembly are briefly
discussed. The article refers into the main reasons for the high pace of consolidation that
characterized the automotive assembly and supplier sectors during the 1990s. On the
contrary, the talk about the selection of materials and its impact throughout the life-cycle
of automobiles illustrates the complexities involved in reducing the overall environmental
impact of the industry. Finally, by questioning the levels of efficiency of current
automobiles and by identifying the core competences of automakers, the final part of the

article explains why the automobile industry currently faces one of the most challenging
moments of its history. (P.wells, 2006)
Students and Perceived School Safety: The Impact of School Security Measures
Primary & secondary school disturbances have actually decreased over public concern
on the student safety is still prevalent. One response to say about school violence has
been the implementation of security such as (metal detectors, cameras) and other ethics
(visitor sign in, locked doors). While these changes may be a hindrance in school
violence a little research has examined the effect that these security measures have on
student perceptions of school safety. The Study of Adults Health has found that metal
detectors and the number of visible security parameter employed in school are
associated with a decrease in student reports of feeling safe. Students who were male,
White, had higher grades, and reported feeling safe in their neighborhood were more
likely to report feeling safe and secure at school, while those who experienced prior
sufferings had larger class room sizes and who attended schools that had health
problems were more likely to report UN safe at school. (Sutton, 2012)

The "Worst of Both Worlds": School Security and the Disappearing Fourth Amendment
Rights of Students
This article examines two related themes: the increasingly restrictive security measures in
public schools and the reluctance of the courts to protect the basic Fourth Amendment
rights of students. Information from educational and journalistic sources is found
regarding the effect on students from higher police presence and limitations about school
security measures, including the harm to the surrounding environment.
In addition, this article suggest recent state court decisions powering police to search
students using the less protective rules of above average suspicion and the "special
needs" . This article also measures the recent Supreme Court decision that allows schools
to conduct suspicion less drug testing of students as a condition of participating in any
outdoor activities. The results of these strict preventive policies and search tactics can be
described as the "worst of both worlds," with severe punishments for even minor student
misconduct without the safeguards of the Fourth Amendment. (Berger, 2003)

What Are College Students' Perceptions about Campus Safety?
Physical, Verbal & Mental abuses in college and university campuses are into limelight.
As a result, illegal acts have become major issues that warrant needs to be solved. We
discuss educational and academic literature focused on the potential that contributes
different factors that may lead to violent behavior. In aggregating, we review law
intended to protect students and employees by keeping them up to date on different
criminal activity. We also introduce institutions' responsibility to promote and make sure
about a safe learning environment.
According to Department of Justice (as cited in Flannery & Quinn-Leering, 2000),
victimization by a violent crime is major issue and is very common and the chance of
being suspected today by a violent crime is greater than the chance of being injured in a
traffic accident. Therefore, one need not speculate on Institution adopting higher
securities and change in institutional ethics and never promote unlawful activity. To
understand college students' thoughts regarding campus safety, we surveyed 20 local
college students, of whom 60% were female. Respondents of age from 21 to 25.
(James, 2013)

Parents and campus safety
Parents when it comes to services provided by any organization demands exclusively
This research paper examines the historical change of relations between parents, students,
and educational organizations, discussing two pieces of key legal ethics and legislations
and describing different strategies to optimize common relationships between parents and
institutions.. (Sells, 2002)
Assessing safety: a campus-wide initiative
Any organizations campus atmosphere is often viewed as a place where there is safety,
Security and Ethical boundaries where thoughts, opinions and feelings are openly
expressed between Teachers and students. For these students, the academic years are time
of transition between the formal structured earning that takes place in childhood and
adulthood and the formal workplace. This transitional period is one that fosters dependent
on critical thinking, and allows students to speak out and test limits. Subsequently, this
time in young adulthood is also when students are more prone to oppose protocols and
traditions in the classroom. This picture of academic freedom and discourse has evolved

sharply over the years, when one closely examines patterns of changing behavior that
exist both in and out of the college/Schools classroom. (boland, 2011)
THE RELATIONSHIP OF SHARED VALUES AND THE VALUES OF SAFETY
IN THE PERSONALITY STRUCTURE AMONG THE STUDENTS OF HIGH
SCHOOL
The article describes the issues of the priority of different types of security in an
individual that defines his/her personality structure. The main aim of addressing to this
problem is due to the priority of safety for the organization of human life. The important
part of the study focuses on the assumption of the presence of significant links between
basic personal values and subjective values of safety. The study of the value of
personality structure was made on the selection of first-year students as the most
important due to their disadaptation. For carrying out this research there used the
questionnaire of safety values (T.M. Krasnyanskaya, V.G. Tylets) and the questionnaire
of values (M. Rokich).
The analysis of the results allowed the development of relationship on one type of
security. It is disclosed that the consideration of security as a reason to preserve the

possibility of the development is coupled by a statistically significant predominance
period for students of instrumental values of terminal state.
(Igor, 2015)

 Chap – 4 Research Methodology
Purpose-
The main purpose of this research is to adopt and identify different sales strategies which
Mahindra as a company can adopt to penetrate the untapped market and also stand
against the peer competitors when it comes to School Buses.
Problem-
The main concern which Mahindra company as a internal department faces is that they
have untapped different external factors when it comes to sales and unidentified the
customer buying behaviour that are mostly demographic factors which every Customer
keeps in mind before buying any product and if it is a bus which comes with a huge
amount of Investment which a consumer has to inculcate while buying the bus.
Main problems consist of Income, No of Students adopting Transportation and also
return on Investment.

Research Methodology
This is a Systematic process which has different stages that helps the Researcher to find
and reach on a proper conclusion. The research has following steps which are planned to
forecast a condition and on the basis of that forecast a researcher takes necessary steps
which help an individual to identify the problems and work accordingly for the
betterment of any organization or for him.
INTRODUCTION
This research helps to understand the research methodology by developing a structured
framework to change and adapt with the use of primary and secondary research. The
methods and concepts used during primary research in order to reach at conclusions;
which are involved with some serious after effects that lead to a logical hindrance
towards the analysis and results.
RESEARCHDESIGN
In this Study adopting a secondary research to identify the impact and implication of the
Company’s particular division, to revisit and understand the industry Ethics & Norms, on
which certain issues shall be selected, which I feel remain unidentifiable or liable to
change, this shall be further taken up in the next stage of Descriptive research. This stage

will help me to set my limits and select only the areas where I can find answers, which
consists of growth and segmentation in Mahindra as a company.
The different tasks that are included in the study are,
* Defining the information needed for identification of certain problems.
* Design the descriptive and causal research.
RESEARCHPROCESS
The following process has four same yet related steps for further analysis
It has a logical and sequential ordering:
* Determining the need of the problem.
* Developing an appropriate solution for the identified problem.
* Finding relevant data to do a particular hypothetical analysis.
* Stating the findings in the form of proper interpretation.
Each sequential step is unique in its own way and seen as a separate process that includes
an amalgamation of task, step and systematic procedure. The steps undertake are logical,
objective, verifiable, reliable, valid, impersonal and ongoing.

DESCRIPTIVE RESEARCH
The method used below consists of different forms of data,
1. Primary Data
2. Secondarydata
PRIMARY DATA
The data which is obtained by physical visits and personal observation. When compared
to secondary data which is kind of vague and unreliable when it comes to a proper
survey. The data collected by framing a questionnaire. Which helps us in giving answers
which consists of Qualitative or quantitative data that are newly collected in the course of
research, that is original information which comes from people and includes information
found from surveys, targeted groups, personal observations an. Data gathered by the
researcher in the act of reaching on a particular conclusion. This is opposite to secondary
data, which is obtained by the use of past data gathered by an X individual other than the
researcher findings that is gathered directly from first-hand resources in the form of
surveys& observations.

SECONDARYDATA
Information that any individual have performed, identified and sourced for other
researchers to work and get certain idea. The information used is called second hand
information Sources include past reports, different publications, and subscription
services.
Information fused inside or outside the organization for research purposes, which has
already been used. Marketed in the form compiled information used for purposes other
than the current research; that can be internal data, such as sales-tracking information, or
it can be research conducted by other individual, such as different research company or
the Automobile department or the company itself.
Secondary data collected from User Manual & different websites.
The first thing as an individual which I did was to identify the strengths and weaknesses
of the company with its current competition and found certain links in which the
company should pitch in to get more sales and found the loop holes which hindered
companies performance when it come to the sales of Mahindra School buses. The
problem identified was solely dependent on any consumer need identification and also
was based on some demographic scenarios such as Income, Age and ability and
willingness to buy the product.

OBSERVATIONAL RESEARCH
Steps in the research:
Statement of the problem
* Identification need to find problem and give proper solution of that problem.
* Using systematic approach to find the problems
* Identifying the target population and use of sampling Plan.
* Design a data collection tool.
* Collection of information ( Physical visits & Observations )
* Solution of the problem in the form of data Interpretation.
DATA FOR RESEARCH
IDENTIFICATION OF THE SAMPLE SIZE
TARGET POPULATION
It is a characteristics for a particular target market which any researcher or individual
keeps in mind before framing a data collection tools and is also prepared for the
consequences which are attached to it. It allows the researcher or an individual to

describe them as they are without any adulteration. Also allows individual to individual
to keep his/her point of view what he/she thinks about a particular product which is use in
my project that includes demographic information (Income, age, sex etc). The specific
population which is 131 as sole informatory and are considered as beneficiaries of this
project. This will be either an individual or a subset of potential customers, such as
adults, women, rural localities, or the residents of different geographical area. Governed
bodies, Operators and other authorities such as decision makers of particular
organizations. This helps us in identifying the consumers Taste & Preferences, Customers
buying behaviors etc. The group of people I am trying to reach with a particular sales
strategy or activity. The target population is the population mostly indulge into School
authoritative decision makers. A specific resource in the form of personal visits and
digital Marketing sets the object or target of investigation. The target market or
individuals are defined in age, background, ability, and preferences.
SAMPLE SIZE: 131 Respondents

LMITATIONS IN THE RESEARCH
Limitations of Interviewer.
There is interviewer biasness in the questionnaire which a researcher has formed for his
benefit. By forming open-ended questions shows biasness by the interviewer, as
interviewers are helping the consumer which is eventually the respondents when the
questionnaire is filled out. The attitudes which the interviewer shows to the respondent
during the interview can directly affect the level of interest and willingness to fill the
answers openly. These benefits the Interviewee and due to some manipulations done
during form filling benefits the Researcher in getting adulterated information that is
solely dependent on the interview .
Limitations of Respondent
This type of limitations occurs when the respondents are unaware about the situation or
the information which is being shared is partially correct which leads Respondents to fill
unnecessary data without his/her interest for being good that leads to misjudgments and
the companies assets and image can be at stake.

Sales Funnel
– The company works according to the sales funnel which they keep in mind before
doing sales. The working structure of the company is as follows,
Figure 34 Segmentation through SalesFunnel
Sales Promotional at different levels
1. Sales promotion at Dealers Level:-
It may include various schemes some of which are discussed here.
Data analysis can be done in the following way,
The main aim of doing this project was to generate leads which are interested in buying
Mahindra Buses.

For that the company has different sales strategies which helped the organization in
generating leads by doing Physical visits, Using Digital mediums and also follow-ups
who are interested in buying the product.
Also the company has different other sales strategies such as
(i) Advertising Materials:-
The company uses advertising material such as store signs, banners, leaflets,etc. are given
to sub dealer for display in his dealership this is form of advertising
(ii) Store Demonstration:-
This includes product demonstration to the interested consumers place or inviting the
individual to the dealership where he/she can take a look at the product and view the
specifications and can take a ride of the product to know the technical specifications
which helps the individual to take decision better and can also helps this visit to solve the
doubts which a consumer has in the form of pre conceived notions.

(iii) Special Display and Shows:-
These types to strategies are adopted by company when there are Exhibitions, which help
the company to explain about their products unique selling point with reference to target
masses.
Sales promotion at consumer’s level
Different sales promotion schemes for customer engagement and loyalty
1. Coupons (A Chit of Stated Value) :-
This type of tokens are provided to the consumer to show them different discounts and
offers which are in forms of monitory assests or other benefits which are given for
attraction new consumers or to maintain trustworthy relationship to the existing
customers . The customers may have a price reduction of the Ex-showroom values of the
product at the time of purchase. The retailer also has benefits which he/she avails in the
form of reimbursement from the manufacturer.

2. Price waivers (Also known as Negotiation offer price packs) :-
This offer is used when the sales are decline or the product is diminishing in the market.
In this method the consumer is given special discounts on the Ex-showroom price and
that attracts the customer because every sales strategy makes or breaks when it comes to
monetary benefits.
These strategies are very helpful when the products price is very high and its volume
sales can define the company’s current growth and market cap by targeting such Markets
or individual whose decision is totally based on monetary advantages which he/she
expects from the manufacturer or dealers.
Other Steps by Manufacturer for Promoting Sales
Dealers adopt different strategies according to the demographics and geographic
conditions:-
1. Communicating Market News:-
Often the company uses different mediums to inculcate awareness amongst the individual
for the particular product. This helps the company in getting positive or negative

responses and also by using these strategies they can identify the trends in the particular
markets.
2. Inviting to Sales Conference and Convention:-
Inviting customer to the dealership and giving hospitality shows sign of gratitude which
can change perspective of consumer towards a particular product.
3. Offering Reasonable Terms of Sale:-
Talking Mahindra as a company provides 3 years Annual maintenance contract when it
comes to providing terms of sales and as sign of gratitude in the form of after sales
service. As the product is huge and can’t be easily mobile when disabled Mahindra also
has a multi lingual service vehicle which gives the consumer onsite servicing.

 Chapter -5 Data Analysis & Interpretation
Data analysis and interpretation helps are searcher to find reasonable answers on the
assumption which an individual have keep and some based on the hypothesis which he/
she has kept under observation so that he/she can get a clear picture and can work
according to the findings which he/she has found by doing the survey which may be
either primary or secondary.
And after that survey the data which is being reverted in the form of responses has to
verified, analyzed and summarized in a theoretical statement called Data Interpretation.
Hypothesis to be Tested.
H0 - Buying Decision towards School Bus is Independent on Brand Name
HA - Buying Decision towards School Bus is Dependent on Brand Name
H0 - Buying Decision towards School Bus is Independent on Price
HA - Buying Decision towards School Bus is Dependent on Price
H0 - Buying Decision towards School Bus is Independent on After Sales Service
HA - Buying Decision towards School Bus is Dependent on After Sales Service

Now, the study is used considering different factors and has considered this Hypothesis to
be tested and can reach to a conclusion. Now the questionnaire which was used to find
the responses is as below.

Data Interpretation on basis of Responses.
1 Gender.
Figure 35 DI Gender
Gender
Male 53.40%
Female 46.60%
 The figure 35 shows that around 53% of them were male and the 47% were
female.
2 Age
Figure 36 DI Age
AGE
<25 32.80%
25-30 38.90%
30-35 16.80%
Male
53%
Female
47%
GENDER
32.80% 38.90%
16.80% 11.50%
AGE <25 25-30 30-35 35-40
AGE

35-40 11.50%
 From the figure 36 shows that the responses shows maximum responses from the
age group of 25-30
3 How many buses you are using?
Figure 37 DI no of Buses
HOW MANY BUSES YOU ARE USING?
0-2 45.80%
2-4 32.10%
4-6 9.90%
6-8 4.07%
8-10 4.07%
>10 4.07%
 Figure 37 its shows that 45.08% of the individual or the schools or any
other institute or organization people have 0-2 buses for their commutation
and around 4.7% of the institute or organization has a fleet of more than 10
buses in their organization.
45.80%
32.10%
9.90%
4.07% 4.07% 4.07%
HOW
MANY
BUSES YOU
ARE
USING?
0-2 2-4 4-6 6-8 8-10 >10
NUMBER OF BUSES USED

4 Which company bus you are using?
In the figure 38 shows that the company or the brand name is one of the parameter
on which the decision or buying of the buses takes place.
Here we can see that majority of the Buses that are used by the operator or any
organization would be of the Brand that is Ashok Leyland and TATA
Mahindra though being new as compared to the peers is second highest in the list.
Figure 38 DI no of Buses Owned
So the Hypothesis that is
H0 - Buying Decision towards School Bus is Independent on Brand Name
HA - Buying Decision towards School Bus is Dependent on Brand Name
41.20%
23.70%
41.20% 38.90%
19.80%
3.10% 2.00%
BUSES OWNED

Alternate Hypothesis is acceptedwhen it comes to Brand Name.
Value df Asymp. Sig. (2-sided)
Pearson Chi-Square 29.489a 12 .0078
Likelihood Ratio 29.723 12 .003
Linear-by-Linear
Association
11.326 1 .001
N of Valid Cases 131
Chi Square test value is less than 0.078 so HA is accepted. And on the basis this we can say buying behavior is
dependent on Brand Name.
Service and maintenance
5 How Many times you service your buses in duration of months?
Figure 39 DI no. of Services in a year
0.00% 10.00% 20.00% 30.00% 40.00% 50.00%
HOW MANY TIMES YOU SERVICE
YOUR VEHICLE?
2 Months
4 Months
6 Months
8 Months
12 Months
HOW MANY TIMES YOU SERVICE YOUR VEHICLE?
2 Months 28.20%
4 Months 38.90%
6 Months 15.30%

 Figure 39 shows that Service depends on usage but generally according to
the survey we can say that servicing of vehicle majorly is done at a duration
of every 4 months
6 How many repair works are being done during a year?
Figure 40 DI no of Repairs
How many repair works are being done during a year?
0-2 45.00%
3-5 37.40%
6-8 18.30%
Per week 0.80%
 Figure 40 shows that Number of Repairs to be done is Maximum for 0-2
times and minimum for per week. It solely depends on the usage of the buses
and how well it is being maintained.
45.00%
37.40%
18.30%
0.80%
How many
reapair works
are being done
during a year?
0-2 3-5 6-8 Per week
No. of Repairs
8 Months 6.10%
12 Months 11.50%

7 Are you satisfiedwith the service provided by the company?
Figure 41 DI after Sales Service
ARE YOU SATISFIED WITH THE SERVICE PROVIDED BY COMPANY?
YES 70.20%
NO 30.50%
 When it comes to sales it’s all about maintaining relationship it the existing
client by providing them after sales service that is the main key point
through which good relationships are maintained and customers satisfaction
holds true
 Figure 41 shows that majority of the product users are satisfied by the
service provided by the company that is 70%
Hypothesis to be tested.
H0 - Buying Decision towards School Bus is Independent on After Sales Service
HA - Buying Decision towards School Bus is Dependent on After Sales Service
70%
30%
AFTER SALES SERVICE
ARE YOU SATISFIED WITH THE SERVICE PROVIDED BY COMPANY?
YES
NO

On the basis of following Interpretation and responses we can say that after sales Service
plays an important role in Buying Decisions and decision makers are keen to have.
So we can say that After Sales Service is Important and with the following observations
we can say that Alternate hypothesis is Accepted.
Value Df Asymp. Sig. (2-sided)
Linear-by-Linear
Association
11.326 1 .001
Chi Square test value is greater than 0.05 so HA is accepted. And on the basis this we can say that buying
behavior of school buses is dependent on After Sales Service.

8 Are you ready to take Trained Driver for your Transportation?
Figure 42 DI trained Drivers
ARE YO READY TO TAKE TRAINED DRIVERS IN YOUR TRANSPORTATION?
YES 71.20%
NO 28.30%
 Figure 42 shows that most of the transport organization or Institute has their
own transportation facilities or they provide contrast to external operators
which hire trained drivers to run their transportation. And in our responses
also we have got majority of people that is 72% that they hire Trained
Drivers for their transportation.
72%
28%
TRAINED DRIVERS
ARE YO READY TO TAKE TRAINED DRIVERS IN YOUR TRANSPORTATION?
YES
NO

9 Do you take feedback from parents about Bus Service?
Figure 43 DI parents Feedback
DO YOU TAKE FEEDBACK FROM PARENTS ABOUT BUS SERVICES?
YES 84.00%
NO 16.00%
 Figure 43 shows that the parents’ feedback is important for improving the
services and in our case 84% takes feedback. That is a part of process which
gives customer satisfaction.
84%
16%
PARENTS FEEDBACK
DO YOU TAKE FEEDBACK FROM PARENTS ABOUT BUS SERVICES? YES NO

The priority of Purchase & Awareness of M&M
10 What is the Priority of Purchasing a Bus?
Figure 44 DI priority of Purchase
WHAT IS THE PRIORITY OF PURCHASING A BUS?
Price 72%
Quality 10%
Service 5%
Ranking 7%
Sales 6%
Hypothesis to be Tested
H0 - Buying Decision towards School Bus is Independent on Price
HA - Buying Decision towards School Bus is Dependent on Price
72%
10%
5%
7%
6%
WHAT IS THE PRIORITY OF PURCHASING
A BUS?
Price
Quality
Service
Ranking
Sales

 Figure 44 shows that majority of people think that price plays a major role in
buying decisions and her 72% of the people think that price is an important
parameter while selecting or buying a product.
 So on the basis of the analysis we can say that price is dependent on buying
decision towards school buses.
So Alternate Hypothesis accepted.
Value df Asymp. Sig. (2-sided)
Linear-by-Linear
Association
11.326 1 .001
Chi Square test value is greater than 0.05 so HA is accepted. And on the basis this we say that
buying behavior is dependent on price towards buying buses.

11 Are you aware of Mahindra & Mahindra providing SchoolBuses
Figure 45 DI companies Awareness
ARE YOU AWARE OF MAHYINDRA & MAHINDRA PROVIDING SCHOOL BUSES?
YES 71.00%
NO 29.00%
 Mahindra as a company is a huge brand and has huge customer base when it
comes to Passenger vehicles but same goes with schoolbuses as we can see
in the Pie-Chart the study shows that 71% people are aware about the
company’s productthat is SchoolBuses.
71%
29%
M&M AWARENESS
ARE YOU AWARE OF MAHYINDRA & MAHINDRA PROVIDING SCHOOL
BUSES?
YES
NO

12 Are you aware of Mahindra's after sales service and Annual Maintenance contract?
Figure 46 M&M aftersales service & AMC
Mahindra's After salesService & AMC
YES 60.30%
NO 39.70%
 Figure 47shows that most of the people are aware about Mahindra’s USP
that AMC which company provide for 3 years of 1 lakh km whatever is
early.
60%
40%
AMC & SERVCICES
Mahindra's After salesService & AMC YES NO

13 Are you aware of the Onsite 24*7 multilingual service van of Mahindra?
Figure 47 DI onsite mobility vehicle
Mahindra's 24 * 7 Onsite Services?
YES 53.40%
NO 46.60%
 Figure 47 shows that 53.40% of people are aware about Mahindra’s onsite
Multi lingual Service van and it helps people to make their buying decision
more clear due to such different services.
Mahindra's 24 * 7 Onsite Services?
YES
NO
42.00%44.00%46.00%48.00%50.00%52.00%54.00%

14 Are you aware of the new Bus Body code and other security standards that
Mahindra applies before manufacturing buses?
Mahindra following BBC?
YES 60.30%
NO 39.70%
Figure 48 DI M&M BBC
 Figure 48 shows that people are aware about BBC which is set standards for
any bus manufactures to follow for RTO passing. As we can see towards our
responses people are aware about Mahindra following BBC and the
maximum awareness amongst the responses is 60.30%
60%
40%
M&M BBC
Mahindra following BBC? YES NO

15 Are you willing to shift to Mahindra?
Figure 49 DI willingness to shift to M&M
Willing to Shift to Mahindra?
YES 82.30%
NO 16.80%
 Figure 49 shows that people are more likely to shift to Mahindra that is
82.30% but at the same time willingness and ability both are different to
each other and makes a lot of difference. Still for time being people are
willing to shift to Mahindra
83%
17%
Willingness towards M&M
Willing to Shift to Mahindra? YES NO

16 Will you Recommend Mahindra Buses to Others?
Figure 50 DI recommending M&M
Will you Recommend M&M buses to others?
YES 90.10%
NO 9.90%
 Figure 50 shows that people are keener to recommend M&M product after
understanding the sales and services provided by the company that is
90.10%
90%
10%
Rcommend M&M buses to others
Will you Recommend M&M buses to others? YES NO

Findings
o On the basis of the study one can generalize and have come up with certain
findings……
1. On the basis of analysis the study shows that the ratio towards male
and female is nearly same when it comes into consideration while
giving survey.
2. The study shows that people form age group between 20-25 is the
majority while filling the survey that is 30.89%
3. When it comes to the Brand name the study shows that Ashok
Leyland and Tata are the majority bus brand which people are using
that is 41.20%
4. When it comes to number of fleets any organization or institution has
is 0-2 which is maximum that is 45.80%.
5. When it comes to Services after purchasing the buses the study and
the result shows that every 4 months the service is been done and
38.90% of them service every 4 months.
6. The Study shows that 70% of the people are satisfied after buying and
company bus.

7. The study shows that the Transport in charge or authority takes
feedback from the Parents who opt for Bus transportation and the fig.
shows 84% of authority takes feedback.
8. The study shows 71% of the respondents re aware about Mahindra’s
School bus as their product.
9. The study shows that Price is very important while purchasing a bus
and 72% of the respondents shows the same.
10.The Study shows that 60.30% of the respondents are aware about
Mahindra USP that AMC and after sales service.
11.The Study shows that 61% of the respondents are aware about
Mahindra following Bus Body code while manufacturing and
production of the Buses.
12.The Study shows that more than 80% of the respondents are willing to
shift to Mahindra and ready to buy its products.
13.The study shows that more than 90% of the respondents are ready to
recommend others to buy Mahindra’s products.

 Chapter 6 – Suggestions
 The Company should implement good consumer relationship management strategy
that leads to increase in customer satisfaction level.
 The company can undertake R&D to evaluate and improve the existing problems
in Excelo that helps in increasing customer satisfaction.
 There should be more awareness and customer engagement programmes.
 Most of the people are aware about the different Mahindra product due to
advertising and Channel mediums and are ready to recommend to others.
 The attempt at changing mind-sets was divided up into two challenges.
1. The first to move negative perceptions to neutral.
2. Second to move neutral perceptions to positive.
 An integrated Digital Media plan was devised and rolled out to address the first
challenge and communicate the changed company and product to the audience.
 Physical Visits and communication on to one with the clients made me understand
the need and on the basis of that understanding the product was pitched in a
layman manner without any technical terms and description used.

 In attempting to address the second challenge, the company needed to encourage
consumers to think about buying the product. This is not possible only through
advertising for example, but needs a focus on building up the brand and what it
stands for. This was done by emphasizing Mahindra’s brand values through cars
that were practical, reliable, functional and robust. This was also reiterated through
a focus on quality and value for money for the customer among other things.
 Mahindra should withdraw Cosmo bus from School target markets or should
provide economic replacement or by providing suitable discounts in comparison
with peer competitors.
 Mahindra Company main concern is in implementing good customer relationship
management strategy that enhances customer satisfaction level.
 On the survey I found that Mahindra Excelo stand out to be economic and Primary
choice of selection as a school bus, the company should maintain the same
standard and it is suggested to come up with suitable measure establish a positive
image in front of the consumers.

 For now Mahindra should focus on building relationships and reach the untapped
market and build positive and trustworthy image so that it can compete with the
peer competitors and can cover more markets.

 Chapter – 7 Learnings
 Understanding the working of an Automotive Conglomerate through dealer’s
network.
 Opportunity to work on an ongoing project.
 Helped me in identifying my leadership skills and team building.
 Opportunity of working and understanding functions and processes in a research team
of India’s top quality vehicle manufacturing company, Mahindra & Mahindra Truck
& Bus Division.
 This project spanned the Market Research Cum Sales concepts. This project also
involved learning’s about Purchase Procedures and general working of service touch
points for the customers.
 Understanding and learning practically the efforts involved in decision and strategy
making, factors involved in strategy formulating and doing proper segmentation.
 Opportunity to work in a diverse and experienced workgroup and developing
communication and soft skills by working with people across cultures.
 Opportunity to meet the Existing Satisfied customers of Mahindra and know about its
market capacity and getting valuable feedback from them.
 Pitching the product according to the behavior and body language and need of the
customer.

 Planning, organizing working strategies in a systematic way, and approach towards a
particular problem.
 Got an opportunity to learn details description and technicalities about the working of
the buses.

 Chapter 8 Overall Learning from Summer Internship Programme
Communication Skill
 External
o The company helped me in making a general Mail letter for Bulk Mailing
for the data which they have provided for the work of Digital Marketing
o Every Reply which received through Digital marketing had to be attained
properly and follow-up regarding basic information and has to identify the
needs and requirement of the Customer.
o The work also included Physical visits and in finding new Schools which
were supposed to take transportation for the first time.
 Internal
o Every day the number of schools visit and responses has to be filled in 5
bucket list the data which was provided by company.
Soft Skill
 Interpersonal -
o Communication skills has increased and the way of approach o every
customer was different and that helped me in generating leads and
identifying the needs o the customer

 Leadership role –
o The approach was not always the same and it helped me in making different
strategies so that I can get the data from the customer easily.
 Positive attitude – Every situation was not the same sometimes I had to find out
different survival tactics with a positive attitude and optimistic belief.
Technical Skill
 IT Skill – Excel and Digital Marketing ( Bulk Mailing )
 Domain
o Marketing
 Sales – To identify different strategies towards the sale/ Lead generation
of MTB towards school buses
 Research – To study the different strategies adopted by Mahindra &
Mahindra towards their School Buses in Ahmedabad.

REFERENCES & SOURCES USED

Company’s Manual

John Bramham, Manpower Planning,

Bernard Ungerson, Recruiting & Selecting Personnel,

www.mahindramtb.com Truck And Bus Division.com

Business.outlookindia.com

Marketing Management by Philip Kotler

Bibliography
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Igor, K. (2015). THE RELATIONSHIP OF SHARED VALUES AND THE VALUES OF SAFETY IN
THE PERSONALITY STRUCTURE AMONG THE STUDENTS OF HIGH SCHOOL. Science index ,
3.
James, V. (2013). What Are College Students' Perceptions about Campus Safety? ERIC , 1.
M.Bonney. (2011). Environmental performance measures for supply chains. Emeraldinsights , 3.
P.wells. (2006). U-turn: the rise and demise of the automobile industry. ScienceDirect , 1.
Sells, D. (2002). Parents and campus safety. Wiley online liberary , 1.
singh, A. (2015). Sustainable green supply chain management: trends and current practices.
Emeraldinsights , 5.
Sutton, L. M. (2012). Students and Perceived School Safety: The Impact of School Security Measures.
Springerlink , 1.

turton, H. (2005). Sustainable global automobile transport in the 21st century: An integrated scenario
analysis. Science Direct , 1.

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