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BRAND AWARNESS OF
MAHINDRA XYLO IN AN AROUND SILIGURI
FROM KHOKAN MOTORS
SUBMITTED ON PARTIAL FULFILLMENT OF
BACHELOR OF BUSINESS ADMINISTRATION
PREPARED BY
NAME: PRAMIT CHHETRI
ROLL NO: 75/BBA/067149
DATE: 05-06-2010
EXTERNAL GUIDE INTERNAL GUIDE
(ARCHANA DIAZ) (SUVAMAY BHOWMICK)
SUBMITED TO
INFORMATION TECHNOLOGY CENTRE
UNIVERSITY OF NORTH BENGAL
DARJEELING: 734013
DECLARATION
I do hereby declare that this project is submitted by me for partial fulfilment of
the Bachelor of Business Administration, Information Technology Centre, North
Bengal University. The project report is exclusively prepared by me and has not been
submitted to any other Institution or published anywhere before.
DATE:- SIGNATURE:-
I.T. CENTRE, N.B.U
ACKNOWLEDGEMENT
At the very outset, I would like to thank my family whom I owe a much.
I am really grateful to Mrs Archana Diaz ,sales Manager of Khokan Motors for
her guidance to undertake this project and enabling me to turn my dream to reality.
I express my deep sense of gratitude to my internal guide, Mr. Suvamay Bhowmick,
lecturer Information Technology Centre, University of North Bengal for his help and
advice during the preparation of this project.
Finally, I would like to thank all others who directly or indirectly help me to
accomplish my project work..
DATE:- SIGNATURE:-
I.T. CENTRE, N.B.U
PREFACE
Project work is something that every Management student should carry out
seriously at any organization irrespective of their topic they choose to do. This is a part
of complete management study and carrying out such a project work is required by the
examination and evaluation Department of different Universities necessary for the
partial fulfillment of B.B.A. course.
Carrying and completing such a project work is not an easy task. One must be
careful before gathering the data required otherwise the very essence of the project will
get lost in the midway and the real and correct idea will remain unexposed before the
reader.
I took my project in Marketing on Brand awareness of Mahindra Xylo from Khokan
Motors, Siliguri. I had tried to compile the clear picture regarding the level of brand
awareness, measure to increase and retain the brand awareness, and the advertising and
the promotional tools effective for enhancing the awareness level of the potential
customers.
The project has played a significant role in my life in gaining knowledge in marketing
field.
I.T. CENTRE, N.B.U
CONTENTS PAGE NO.
 INTRODUCTION
•Introduction Of The Project 1-2
•Introduction Of The Company 3-10
 NEED FOR STUDY 11-12
 STATEMENT OF THE PROBLEM 13
 OBJECTIVES OF THE STUDY 14-15
 THEATRICAL FRAMEWORK 16
 SAMPLING/SOURCES/METHODOLOGY 17-20
 ANALYSIS 21-33
 CONCLUSION 34
 FINDINGS 35
 SUGGESTION AND RECOMMENDATION 36
 BIBLIOGRAPHY 37
 APPENDIX 38-40
I.T. CENTRE, N.B.U
INTRODUCTION OF THE PROJECT
The project is undertaken to measure the brand awareness level of Mahindra
Xylo in an around Siliguri, measuring the brand awareness level of a particular
company’s brand is of vital importance since it indicates the number of people who are
aware of a particular brand in a given period of time and it also highlights the
effectiveness of the different advertising or promotional tools used for the purpose.
Brand awareness is the consumers’ ability to recognise or recall (identify)
the brand within a given product category in sufficient detail to make a purchase
decision. This also means that the consumers can propose, recommend, choose, or use
the brand. The objectives of most advertising campaign are to create and maintain
brand preference. The first step is to make potential consumers aware of a brands’
existence.
One of the prominent goals of any business should be to build brand image
and awareness of its product, albeit in as cost – effective manner as possible. Consumer
tends to make purchasing decision based on peer recommendation and direct
experience, as well traditional advertising methods.
The project aims towards increasing the brand awareness since its one of the
effective tool to effect the final purchase decision and the volume of sales. I had used
the topic to find out or measure the brand awareness level among the customers and the
ways to increase its awareness.
I.T. CENTRE, N.B.U Page 1
Mahindra who has entered the motor industry initially to manufacture general-
purpose utility vehicles, Mahindra & Mahindra (M&M) was first known for assembling
under licence of the iconic Willys Jeep in India. The company later branched out into
manufacture of light commercial vehicles (LCV’s) and agriculture tractors, rapidly
growing from being a manufacture of army vehicles and tractors to an automobile major
with a growing global market. At present M&M is the leader in the utility vehicle (UV)
segment in India with its praise worthy products like Scorpio, Bolero, Xylo, Legend etc.
In this project, I went into a search for details regarding the brand awareness of
Mahindra Xylo and its acceptance rate and the promotion effectiveness.
The analysis was done with the help of the data collected through questionnaire
taking the sample size of 50 in an around siliguri. As the brand awareness is directly
associated with promotion strategy taken by the company its effectiveness is evaluated
and the steps to increase the awarness level of the customers are considered.
Therefore I have used various tools and techniques for the purpose of analysis of
the data and have tried to throw a clear light towards the level of brand awareness of
Mahindra Xylo and the measures to increase its awareness and to evaluate the best
media of communication for the purpose.
I.T. CENTRE, N.B.U Page 2
INTRODUCTION OF THE COMPANY
About Mahindra & Mahindra
Type Public Company
Founded 1945
Headquarters Mumbai, India
Key People Keshub Mahindra (Chairman),
Anand Mahindra (Vice Chairman &
Managing Director)
Industry Automotive farm Equipment
Revenue US$ 10 billion (2009 H1)
Employees 16,000 plus
Website Mahindra.com
Mahindra & Mahindra limited is a part of Mahindra Group, an automotive farm
equipment, financial services, trade and logistics, automotive components, after-market,
I.T and infrastructure conglomerate. The company was set up in 1945 as Mahindra &
Mohammed. Later, after the partition of India, Ghulam Muhammad returned to Pakistan
and became that nation’s first finance minister. Hence, the name was changed from
Mahindra & Mohammed to Mahindra & Mahindra in 1948.
I.T. CENTRE, N.B.U Page 3
Initially set up to manufacture general-purpose utility vehicles, Mahindra &
Mahindra (M&M) was first known for assembly under licence of the iconic Willys Jeep
in India. The company later branched out into manufacture of light commercial vehicles
(LCV’s) and agriculture tractors, rapidly growing from being a manufacture of army
vehicles and tractors to an automobile major with a growing global market. At present
M&M is the leader in the utility vehicle (UV) segment in India
Business
Mahindra & Mahindra grew from being a maker of army vehicles to a major
automobile and tractor manufacture. It has acquired plants in China and the United
kingdom, and has three assembly plants in the USA. M&M has partnerships with
international companies like Renault SA, France and international Truck and Engine
Corporation, USA.
M&M has a global presence and its products are exported to several countries. Its
global subsidiaries include Mahindra Europe Srl. based in Italy. Mahindra USA Inc,
Mahindra South Africa and Mahindra (China) tractor Co. Ltd.
M&M is one of the leading tractor brands in the world. It is also the largest
manufacturer of tractors in India with sustained market leadership of over 25 years. It
designs, develops, manufactures and markets tractors as well as farm implements.
Mahindra tractors (China ) Co. Ltd. Manufactures tractors for the the growing Chinese
market and is a hub for tractor exports to the USA and other nations. M&M has a 100%
subsidiary, Mahindra USA, which assembles products for the American market.
I.T. CENTRE, N.B.U Page 4
M&M made its entry into the passenger car segment with the Logan in April 2007
under the Mahindra Renault joint venture. M&M will make its maiden entry into the
heavy trucks segment with Mahindra Navistar, the joint venture with International
Truck, USA.
M&M’s automotive division makes a wide range of vehicles including MUVs,
LCVs and three wheelers. It offers over 20 models including new generation multi-
utility vehicles like Scorpio, and the Bolero .
At the 2008 Delhi Auto Show, Mahindra Executives said the company is pursing
an aggressive product expansion program that would see the launch of several new
platforms and vehicles over the next three years, including an entry- level SUV
designed to seat five passengers and powered by a small turbo diesel engine. True to
their word, Mahindra & Mahindra launched the Mahindra Xylo in January 2009, and as
of june 2009, the Xylo has sold over 15000 models.
The US based Reputation Institute recently ranked Mahindra among the top 10
Indian companioes in its ‘Global 200: The Worlds best Corporate Reputations’list.
Awards:-
1. Bombay Chamber Good Corporate Citizen Award for 2006-07
2. Businessworld FICCI-SEDF Corporate Social Responsibility Award - 2007
3. Deming Prize
4. Japan Quality Medal in 2007
I.T. CENTRE, N.B.U Page 5
Models:-
• Mahindra Bolero
 Mahindra Bolero Camper
 Mahindra Bolero Inspira
 Mahindra Bolero Stinger Concept
• Mahindra Scorpio
 Mahindra Scorpio Gateway
 Mahindra Scorpio First
• Mahindra Xylo
• Mahindra legend
• Mahindra MM550 XD
• Mahindra-Renault Logan (in cooperation with Renault)
• Mahindra Axe
• Mahindra Major
 Mahindra Souvenir Concept
• Mahindra Commander
• Mahindra Grand Vitara
• Mahindra DI
• Mahindra Cab Chassis
I.T. CENTRE, N.B.U Page 6
Core Business Activities
• Automotive
• Farm Equipment
• Systech
• Financial Services
• Information Technology
• Infrastructure Development
• After-Market
• Two-Whellers
• Mahindra Partners Division
• Speciality Services
Community Initiatives
• Mahindra United World College Of India
• Mahindra united, a football club based in Mumbai, Maharasthra
• Mahindra Foundation
I.T. CENTRE, N.B.U Page 7
LAUNCHING OF MAHINDRA
XYLO
To build a car that has everything the customer’s wants, it is essential to
understand what he wants first.
This had been the basic principle behind the Xylo. They started with the
customer. To this end they spent time with car users, across the country, observing their
interaction with cars. We watched how they entered vehicles, what they did inside, what
they looked for. They noted down complaints and identified need gaps.
And then they started building the Xylo from the inside out. This is the first time
in India where passenger compartment was designed well before the exteriors of the
car. Every single learning was incorporated on a wooden buck (a mock car interior with
instrumental panel, steering wheel and seats). This was then tested with car customers
for further feedback and only after integrating every desired feature into interior did we
start with the exterior.
The result was a car that was fluent in form and function. A car that was truly
world class and a car that was in sync with the peoples requirements.
Making the Mahindra Xylo meant challenging the limitations of every car before
it. It meant determining the needs of our consumers and pioneering technologies to
meet those needs. The Mahindra Xylo was meant to be built around you, out of your
needs.
I.T. CENTRE, N.B.U Page 8
It took 160 engineers to do just that. Engineers that were handpicked from across
the country. Each of them regarded as an expert in their own field of automobile
development. The engineers spent time with customers across the country, observing
their interaction with vehicles. They identified need gaps and invented solutions to fill
in these gaps and the result was India’s first car to be built out. Every need was catered
to, every requirement met and once the interiors were done, the exteriors began.
A lot of research and development has gone into bringing the Mahindra Xylo
from the drawing board to ‘on road’. And every manufacturing process has been
optimised to handle this special car’s special requirements. Like the body assembly
procedures that are fully automated to ensure incredible levels of accuracy. So you can
be sure that extra thought and effort have gone into making the Mahindra Xylo perfect
in every way.
Mahindra & Mahindra Limited launched their latest Multi Vehicle (MUV)
“Xylo” in India on January 13,2009. The car boasts of having all the luxurious features
that are seen in today’s sedans with the ample space of a utility vehicle. Xylo’s
muscular stance contributes to its commanding road presence. Fully packed with the
latest features the MUV is sure to impress Indian consumers and provide a stiff
competition to other vehicles within its class.
Performance Of Mahindra Xylo
Under the hood of Mahindra Xylo lies a 4-cylinder turbo charged, mEagle diesel
engine which generates a power of 112bhp@3800 rpm and a peak torque of 24 kgm @
1800-3000 rpm. The powerfull engine is developed on the NEF CRDe platform and is
mated to 5-gears manual transmission. The car accelerates from rest to 60 km/h in just
5.8 seconds.
I.T. CENTRE, N.B.U Page 9
SPECIFICATION:-
Engine mEagle CRDe mDI CRDe
Fuel Diesel Diesel
Injection Common rail Common rail
Engine capacity (cc) 2498 2498
Power 83.2kW (112 bhp)
@3800rpm
69.5kW (95 bhp)
@3600 rpm
Torque 260Nm @1800-3000rpm 220Nm @1400-2600
rpm
Front Brake Disc Disc
Rear Brake Drum Drum
Front Suspension Independent coil spring Independent coil spring
Rear Suspension Multi-link coil spring Multi-link coil spring
Turning radius (m) 5.4 5.4
Tyre size 215/75R15 (381 mm) 205/65R15 (381 mm)
I.T. CENTRE, N.B.U Page 10
NEED FOR THE STUDY
Today costumers are facing a growing range of choice in the different brands of
products and services. They are making their choice on the basis of their perceptions of
brand, quality service and value.
The company has to adopt strategies to keep brand in consumer’s memory. A
strong brand awareness means easy acceptance of new products. An organization has to
measure the level of awareness of the potential customers and has to adopt different
strategies to enhance the awareness level and to identify the appropriate promotional
tool.
Brand awareness is asset which brand managers create and enhance to build
brand equity. It is related to the nature and features of product. It leads to brand strength
which is constituted by measuring the variable like leadership, stability, Market,
geographic, trend, support and protection etc…
Creating brand awareness with the use of advertising, promotion event
management etc… a different brand has different kind of awareness which retains
recognition.
Brand awareness satisfies a need of the consumer. A consumer as aims,
ambitions, motivation drives and desire. Consumer feels more powerful when he uses
the brand. Satisfactions or preference for a brand shows how loyal the consumer is
likely to be brand.
In todays competitive business scenario where every companies product is
competing with each other retaining loyal customer is an essence for which increasing
the level of brand awarness is very vital.
I.T. CENTRE, N.B.U Page 11
This study is not concerned only with brand awareness but deals also with other facts. It
includes a wide preview of
 From where did the potential customers come to know about the product?
 Which media is effective in communicating the message to the potential
customers?
 Did the potential customers feel that the brand is important to purchase?
 Which attribute of the product drive the potential customer to prefer the
particular product.?
 Did the potential customers felt that the branded product matches their
expectations?
 How the brands influence the market?
 What is the effect of the competitor’s product?
 Are the potential customers satisfied with the brand, price, quality etc…?
I.T. CENTRE, N.B.U Page 12
STATEMENT OF THE PROBLEM
In the emerging knowledge based economy it has become necessary to know how
much market power lies with the brand name. The study of brand awareness is essential
in marketing planning. Customer needs and preferences keep changing where brands
ultimately command customer’s loyalty.
The realistic side of the problem is to know the acceptance level of the brand
awareness towards the product. This study will help us to understand the brand
awareness and what problems are being faced by the consumers, to which appropriate
measures to be taken to solve the problems.
This project has mainly been taken up to understand the brand awareness, buying
motives to ensure the “Brand awareness towards Mahindra Xylo” apart from this, it is
to understand the new opportunities in the market for the improvement of brand
awareness and sales towards the products
I.T. CENTRE, N.B.U Page 13
OBJECTIVES OF THE STUDY
The main objective of any business is to acquire larger market share ,or higher
percentage of sales in the Industry, This could be only achieved by building a higher
percentage of brand loyal customers.
Any company can survive through the stiff competition of the market if its has
brand loyal customer. Today many major companies in the market has brand loyal
customers and they adopt many strategies to maintain and improve there branded
equity. Without creating a proper Brand awareness they cannot build brand image.
Strong brands help build the corporate image and also by making it eager for the
companies launch new brands. Today brands are treated, as major enduring assets of a
company-more over brand equity are major contributor to customer equity. This all can
happen only there is proper brand awareness.
The light four wheeler industry has been expanding rapidly are gone the day
when possessing a small and mid-size cars was seen as a luxury. Now days it is viewed
as a mere necessity.
I.T. CENTRE, N.B.U Page 14
The study has been conducted with the following objectives in mind:-
 To judge the awareness level of the prospect customer.
 To know how they are aware regarding the product.
 To judge in which way they have developed the awareness.
 To judge which promotional tool is effective to increase the awareness
level among the people.
 To see whether brand awareness influences the buying behaviour or not.
 What factors and variables of brand influence them to purchase.
 To know how to maintain and improve brand awareness and to build
brand loyalty.
I.T. CENTRE, N.B.U Page 15
REVIEW OF LITERATURE
Uvaisuvi KSB, Calicut conducted a study on Brand Awareness, with special
reference to Maruti Ritz at Indus Motors in his study he tried to find out the “influence
of Brand Awareness on buying behaviour” and through his extensive analysis
concluded that brand awareness has a real and significant influence on the buying
behaviour of the customers.
Madukar N conducted a study on “ Brand Awareness towards Santro Hyndai”
from AYS Hyndai in the city of Visakhapatnam in his study he concluded that the
brand awareness of santro Hyndai was quite high and the brand was facing a tough
competition from other small car industries like Maruti, ford etc.
I.T. CENTRE, N.B.U Page 16
METHODOLOGY OF THE STUDY
The study is conducted empirically using both primary and secondary data.
Primary data was collected with the help of well structured questionnaire. Around
50 potential customers were surveyed to understand the brand awareness level of
Mahindra Xylo in an around Siliguri.All the persons interviewed were in the age group
above 25 years. It has been deliberately decoded to conduct the survey among this age
group because they are the people who are generally looking ahead for the purchase of a
four-wheeler. Many of these persons interested are either businessmen or professionals;
few of them are corporate managers also.
The secondary data is collected from Mahindra’s website and by going through
their corporate records, brochures and annual reports of the company along with their
newsletters were used to substantiate the information.
The details about the four-wheeler market are collected from a few specialized
magazines like Auto India etc. to get information regarding the organization and
products.
I.T. CENTRE, N.B.U Page 17
PRIMARY DATA:-
Primary data has been collected through questionnaires. The questionnaire was
mostly related to the brand awareness towards Mahindra Xylo on different feature such
as the model, price, effectiveness of the brand etc.
SECONDORY DATA:-
Secondary data has been taken from bellow sources:
1. Reports
2. Pamphlets
3. Advertisement
4. Newspapers
5. Internet
I.T. CENTRE, N.B.U Page 18
SAMPLING:-
The sample of 50 has been chosen randomly from in an around siliguri, the people
residing in an around siliguri are considered as the population for the study.
SAMPLE SIZE:-
The sample size of 50 is selected randomly. The study requires on in depth
survey and keen observation in collecting data regarding the brand awareness levels of
Mahindra Xylo.
SAMPLING TECHINIQUE:-
Only simple random sampling technique is adopted in selection the sample. In
this technique, each and every unit of the population has on equal opportunity of being
selected in the sample
DATA COLLECTION PROCESS:-
Based on need and objectives, types of data required for study and other sources of
data are identified.
I.T. CENTRE, N.B.U Page 19
Data was collected with the help of the questionnaires
Data
Primary Data
Observation
Questionnaire
Secondary
Data
Inside the
Organization
News
Letters
Documents
Outside the
Organization
Libraries,
Magazines etc
I.T. CENTRE, N.B.U Page 20
GRAPHICAL REPRESENTATION OF SURVEY
1)Have you heard about Mahindra Xylo?
SAMPLE SIZE 50
FREQUENCY CALCULATE PERCENTAGE
YES 43 43*100/50 86%
NO 7 7*100/50 14%
86%
14%
Percentage
YES
NO
Analysis:-
The project undertaken to know the brand awareness level of Mahindra Xylo
was conducted in an around siliguri with the sample size of 50 through questionnaire
when the respondent were ask about whether they had heard about Mahindra Xylo or
not 43 people out of 50 responded that they had heard about the product and the rest 7
people had not heard about the product henceforth 86% of people had heard about the
product which means that the product Mahindra Xylo is a well recognised and to some
extent is a popular product among the people.
I.T. CENTRE, N.B.U Page21
2. Where have you heard about it?
SAMPLE SIZE:43
FREQUENCY CALCULATE PERCENTAGE
Television 10 10*100/43 23%
Hoardings 15 15*100/43 35%
Newspapers &
Magazines
8 8*100/43 19%
Friends &
Relatives
5 5*100/43 12%
Others 5 5*100/43 12%
Analysis:-
Since out of the total 50 sample chosen only 43people had heard about the
product so therefore this question was analysed taking this 43 people and when this
people were asked about where they had heard about the product 10 out of 43 that is
23% people responded that they came to know about the product through Television,
35% people said they came to know about the product through hoardings, 19% people
respondent that they came to know about the product through newspapers and
magazines and 12 % people through Friends & relatives and the rest 12% through other
sources. Therefore after the analysis it was clear that the majority of people came to
know about the product through Television and hoardings.
I.T. CENTRE, N.B.U Page22
3. How often have you heard or seen it?
SAMPLE SIZE:43
FREQUENCY CALCULATE PERCENTAGE
Many Times 10 10*100/43 23%
Often 12 12*100/43 28%
Sometimes 16 16*100/43 37%
Others 5 5*100/43 12%
Analysis:-
when the sample was asked about how often have they heard or seen the product
10 out of 43 that is 23% people responded that they have heard about or seen the
product many times 28% people that is 12 out of 43 people said they have often heard
about the product ,16 out of 43 people that is 37% of the total sample respondent that
they have heard or seen the product sometime and 12% that is 5 out of 43 people
responded that they have never heard or seen the product .Therefore after the analysis it
was seen that the majority of people have seen or heard about the product sometimes.
I.T. CENTRE, N.B.U Page 23
4. Have you done the test drive?
SAMPLE SIZE:43
FREQUENCY CALCULATE PERCENTAGE
Yes 3 3*100/43 7%
No 40 40*100/43 93%
Analysis: when the sample was asked about whether they have done the test drive or
not it was found that only 3 people out of 43 that is 7% of the total sample had actually
done the test drive and the rest 40 people or 93% of the people had not test driven
Mahindra Xylo which proved that the people who had taken test drive in an around
siliguri are very less.
I.T. CENTRE, N.B.U Page 24
5. Did you like this product of Mahindra?
SAMPLE SIZE:43
FREQUENCY CALCULATE PERCENTAGE
Yes 26 26*100/43 60%
No 9 9*100/43 21%
Not Sure 8 8*100/43 19%
Analysis:-
when the sample was asked about whether they liked the product or not 26
people that is 60% of the total sample replied that they liked the product and 21 %
Yes No
PERCENTAGE
people said they did not liked the product and 19 % of were not sure regarding their
preference, Henceforth through the analysis it was seen that a sufficient number of
people liked Mahindra Xylo.
I.T. CENTRE, N.B.U Page 25
6. Do you own a personal car?
SAMPLE SIZE:50
FREQUENCY CALCULATE PERCENTAGE
Yes 16 16*100/50 32%
No 34 34*100/50 68%
Analysis:-
The analysis was made taking the whole sample i.e 50 people and when the
sample was asked about whether they own a personal car or not it was found that 32%
of the people that is 16 people out of the sample owned a personal car and the rest 68%
people that is 34 people does not own a car after the analysis done on the basis of the
sample it was found that not a huge number of people owned a personal car.
I.T. CENTRE, N.B.U Page 26
7. Do you wish to purchase Mahindra Xylo?
SAMPLE SIZE:43
FREQUENCY CALCULATE PERCENTAGE
Yes 8 8*100/43 19%
No 15 15*100/43 35%
Not Decided 20 20*100/43 46%
Analysis:-
when the sample was asked about their wish to purchase the product
19% of the total sample that is 8 people replied that they wish to purchase the product,
35% that is 15 people said they do not wish to purchase the product and 46% replied
that they have not decided anything regarding the product, after the analysis we came to
know that the people who wished to purchase the product is very nominal.
I.T. CENTRE, N.B.U Page 27
8. If no which companies car are you planning to purchase?
SAMPLE SIZE:43
FREQUENCY CALCULATE PERCENTAGE
Tata 3 3*100/43 7%
Hyndai 7 7*100/43 16%
Toyota 15 15*100/43 35%
Maruti 5 5*100/43 12%
Others 3 3*100/43 7%
Not Decided 10 10*100/43 23%
Analysis:-
The analysis for this was taken with the help of open ended question and
the people who were surveyed went a long way describing their wishes for different
companies product which included a long list of like Tata, Hyundai, Toyota, Maruti,
and etc and out of the total sample 23% replied that they have not planned to purchase a
car and out of the long list of companies 35% respondent laid their wish or plan to
purchase a product of Toyota, proving that the product of Toyota are pretty much
popular amongst the people in an around siliguri.
I.T. CENTRE, N.B.U Page 28
9. Why do you want to purchase this brand?
SAMPLE SIZE:43
FREQUENCY CALCULATE PERCENTAGE
Mileage 4 4*100/43 9%
Price 3 3*100/43 7%
Comfort 14 14*100/43 33%
Style 10 10*100/43 23%
Others 12 12*100/43 28%
Analysis:-
When the sample was asked why do they want to purchase the brand
Mahindra Xylo or what is the attribute which enforces him or her to make the purchase
decision 32% responded they were driven by the comfort of the product, 23% mention
that the were driven by the style and 28% gave the other reasons and the factors like
price and mileage were highlighted very less by the respondent.
I.T. CENTRE, N.B.U Page 29
10. Do you know the logo of Mahindra?
SAMPLE SIZE:43
FREQUENCY CALCULATE PERCENTAGE
Yes 28 28*100/43 65%
No 7 7*100//43 16%
Not Sure 8 8*100/43 19%
Analysis:-
When the sample was asked whether they know the logo of Mahindra or
not 28 people out of 43 people that is 65% replied that they know the logo of Mahindra
and 16% of the sample that is 5 people said they do not know the logo of Mahindra and
19% were not sure.
I.T. CENTRE, N.B.U Page 30
11. Can you recall any advertising of Mahindra Xylo.
SAMPLE SIZE:43
FREQUENCY CALCULATE PERCENTAGE
Yes 21 21*100/43 49%
No 7 7*100/43 16%
Not Sure 15 15*100/43 35%
Analysis:-
On surveying whether the people can recall any advertising of Mahindra
Xylo it was found that 21 people that is 42% of the total sample can recall the
advertising, 16% that is 7 people could not recall the advertising and 35% replied they
were not sure, henceforth after the analysis it was seen that the advertisement had been
effective and stayed in the memory of most of the people.
I.T. CENTRE, N.B.U Page 31
12. What is the main think you can recall from that advertising?
SAMPLE SIZE:21
FREQUENCY CALCULATE PERCENTAGE
Spacious 8 8*100/21 38%
Interiors 4 4*100/21 19%
Style 3 3*100/21 14%
Comfort 6 6*100/21 29%
Analysis:-
This question was answered by only those respondent who could recall
the advertising of Mahindra Xylo, this included 21 people and after the analysis it was
found that the respondent remembered different variables such as the car’s interiors, its
Style, Comfort, glamour, its appearance, its features and many other things.
I.T. CENTRE, N.B.U Page32
13. Would you like to recommend this products to others?
SAMPLE SIZE:43
FREQUENCY CALCULATE PERCENTAGE
Yes 18 18*100/43 42%
No 2 2*100/43 5%
Not Sure 23 23*100/43 53%
Analysis:-
When the people were asked whether they would recommend this product to
others18 people that is 36% replied they would recommend this product to others, 4%
replied in a negative way , 46% that is 23 people said they were not sure an d14% that
is the remaining 7 people of the sample did not took part in the question.
I.T. CENTRE, N.B.U Page 33
CONCLUSION
Accomplishing this project on brand awareness was an excellent and knowledge
gaining experience for me. Despite small sample size for questionnaire this project
helped me to know the view of customer and common people towards the brand
awareness of Mahindra Xylo.
Brands are now a central feature of consumer marketing, they are important in building
long-term relationships with the consumer, irrespective of the type of market. Their
importance is now also being recognized in other markets including service and
industrial. Investing in a brand builds consumer confidence and loyalty and allows for
brand stretching. It requires a consistent and long-term strategy. Only a few brands have
emerged as truly global.
In conclusion I would say that the brand (Mahindra Xylo) is quite known to
peoples. Mahindra Xylo has built its brand awareness among a relatively large number
of people in an around siliguri. The customers are aware largely of the product with the
help of Television and Hoardings and the product still has a way to increase its
advertising channels to reach the relatively large number of people. The products
advertising in the hill stations around siliguri is relatively less and also its awareness.
At last I would like to thank my project co-ordinator Mr. Suvamay Bhowmick and the
sales manager for their guidance and support.
I would also like to thank all the people who have been so co-operative through out the
survey.
I.T. CENTRE, N.B.U Page 34
FINDINGS
The following details can be inferred after analysis with a simple size of 50 which
included customers, by questionnaire method to find out the brand awareness towards
Mahindra Xylo with reference to Khokan Motors.
 The awareness level of Mahindra Xylo in an around Siliguri is quite high.
 The promotional strategy of Mahindra Xylo is effective in the form of electronic
media and mass media
 Most of the customers are aware of advertising campaign that are being conducted
by Mahindra Xylo.
 Brand awareness has a real and visible impact in the buying behaviour of the people.
 Though the customers are having good awareness levels regarding the product they
are not in a frame of mind to purchase it because of various reasons.
 Mahindra Xylo is facing a tough competition from the competitors with the same
kind of products.
 The scale of advertising to promote Mahindra Xylo is not satisfactory and has to
implement the various medium to offer advertising of the product.
I.T. CENTRE, N.B.U Page 35
SUGGESTIONS
Suggestions are done on the basis of finding and analysis of data collected
through questionnaire:-
 In order to promote sale in highly competitive auto market attractive schemes
such as cash discount, complementary gift, lucky draws, etc. can be given to the
customers.
 Customers should be contacted at a regular interval through phone calls and free
servicing of the cars to ask them if they are facing any problems with the car as
because post sale with the customers may be very important to maintain
customers satisfaction.
 Advertising plays a very important role n increasing the awareness and in
reminding the customer about the products and services offered by Mahindra
Xylo. Hence advertisement about the firm and its products and services must be
aired on local T.V channels as well as in newspapers and magazines.
 Since the people tends to forget the advertising of a particular product a reminder
message has to be enforced in a regular interval and in a proper media which
would reach a large number of potential customers.
 As from the inference we can see that the most important criteria for selection of
the car is its performance which includes price, mileage, speed, braking
efficiency, maintenance, etc. There would be definite increase in the sale of the
car if this point would be looked into and improved.
I.T. CENTRE, N.B.U Page 36
Bibliography
Some of the website and magazines referred by me to complete this project.
Websites:-
www.mahindra.com
www.scribd.com
www.questionpro.com
www.google.com
Magazines:-
Companies Brochures & Manuals.
Magazines
Overdrive
Business Today
Books:-
Marketing Research - G.C Beri
Marketing Management- Philip Kotler
Marketing Management- V.S Ramaswamy & S. Namakumari
I.T. CENTRE, N.B.U Page 37
QUESTIONAIRE ON
BRAND AWARNESS OF MAHINDRA XYLO
I, the student of I.T. Centre, North Bengal University, am conducting brief
survey to find out the brand awareness level of Mahindra Xylo. I would be highly
grateful to you if you would provide your genuine response by putting a tick mark in a
relevant box.
I sincerely thank you for your humble co-operation.
Student
I.T.Centre,
N.B.U.
1)Have you heard about Mahindra Xylo?
Yes No
2)Where have you heard about it?
Television Hoardings Newspapers & Magazines
Friends & Relatives Other
3)How often have you heard or seen it?
Many Times Often Sometimes Never
4)Have you done the test drive?
Yes No
I.T. CENTRE, N.B.U Page 38
5)Did you like this product of Mahindra?
Yes No Not Sure
6)Do you own a personal car?
Yes No
7) Do you wish to purchase Mahindra Xylo?
Yes No
Not decided
8)If no than which companies car are you planning to purchase?
---------------------------------------------.
9)Why do you want to purchase this brand?
Mileage Price Comfort Style Others
10)Do you know the logo of Mahindra?
Yes No Not Sure
11)Can you recall any advertising of Mahindra Xylo?
Yes No Not Sure
12)What is the main think you can recall from that advertising?
------------------------------.
13)Would you like to recommend this products to others?
Yes No Not Sure
I.T. CENTRE, N.B.U Page 39
14) Personal Information:-
Name:-
Age:-
Above 60
40-50
30-40
Below 30
Sex:-Male Female
Annual Income:-Above 15 lakh
10-15 lakh
5-10 lakh
Below 5 lakh
Address:-....................................................................................................................
........................................................................................................................................
..........................................................................
I.T. CENTRE, N.B.U Page 40

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33324701 a-project-report-on-brand-awarness-120307014830-phpapp02

  • 1. BRAND AWARNESS OF MAHINDRA XYLO IN AN AROUND SILIGURI FROM KHOKAN MOTORS SUBMITTED ON PARTIAL FULFILLMENT OF BACHELOR OF BUSINESS ADMINISTRATION PREPARED BY NAME: PRAMIT CHHETRI ROLL NO: 75/BBA/067149 DATE: 05-06-2010 EXTERNAL GUIDE INTERNAL GUIDE (ARCHANA DIAZ) (SUVAMAY BHOWMICK) SUBMITED TO INFORMATION TECHNOLOGY CENTRE UNIVERSITY OF NORTH BENGAL DARJEELING: 734013
  • 2. DECLARATION I do hereby declare that this project is submitted by me for partial fulfilment of the Bachelor of Business Administration, Information Technology Centre, North Bengal University. The project report is exclusively prepared by me and has not been submitted to any other Institution or published anywhere before. DATE:- SIGNATURE:- I.T. CENTRE, N.B.U
  • 3. ACKNOWLEDGEMENT At the very outset, I would like to thank my family whom I owe a much. I am really grateful to Mrs Archana Diaz ,sales Manager of Khokan Motors for her guidance to undertake this project and enabling me to turn my dream to reality. I express my deep sense of gratitude to my internal guide, Mr. Suvamay Bhowmick, lecturer Information Technology Centre, University of North Bengal for his help and advice during the preparation of this project. Finally, I would like to thank all others who directly or indirectly help me to accomplish my project work.. DATE:- SIGNATURE:- I.T. CENTRE, N.B.U
  • 4. PREFACE Project work is something that every Management student should carry out seriously at any organization irrespective of their topic they choose to do. This is a part of complete management study and carrying out such a project work is required by the examination and evaluation Department of different Universities necessary for the partial fulfillment of B.B.A. course. Carrying and completing such a project work is not an easy task. One must be careful before gathering the data required otherwise the very essence of the project will get lost in the midway and the real and correct idea will remain unexposed before the reader. I took my project in Marketing on Brand awareness of Mahindra Xylo from Khokan Motors, Siliguri. I had tried to compile the clear picture regarding the level of brand awareness, measure to increase and retain the brand awareness, and the advertising and the promotional tools effective for enhancing the awareness level of the potential customers. The project has played a significant role in my life in gaining knowledge in marketing field. I.T. CENTRE, N.B.U
  • 5. CONTENTS PAGE NO.  INTRODUCTION •Introduction Of The Project 1-2 •Introduction Of The Company 3-10  NEED FOR STUDY 11-12  STATEMENT OF THE PROBLEM 13  OBJECTIVES OF THE STUDY 14-15  THEATRICAL FRAMEWORK 16  SAMPLING/SOURCES/METHODOLOGY 17-20  ANALYSIS 21-33  CONCLUSION 34  FINDINGS 35  SUGGESTION AND RECOMMENDATION 36  BIBLIOGRAPHY 37
  • 6.  APPENDIX 38-40 I.T. CENTRE, N.B.U INTRODUCTION OF THE PROJECT The project is undertaken to measure the brand awareness level of Mahindra Xylo in an around Siliguri, measuring the brand awareness level of a particular company’s brand is of vital importance since it indicates the number of people who are aware of a particular brand in a given period of time and it also highlights the effectiveness of the different advertising or promotional tools used for the purpose. Brand awareness is the consumers’ ability to recognise or recall (identify) the brand within a given product category in sufficient detail to make a purchase decision. This also means that the consumers can propose, recommend, choose, or use the brand. The objectives of most advertising campaign are to create and maintain brand preference. The first step is to make potential consumers aware of a brands’ existence. One of the prominent goals of any business should be to build brand image and awareness of its product, albeit in as cost – effective manner as possible. Consumer tends to make purchasing decision based on peer recommendation and direct experience, as well traditional advertising methods.
  • 7. The project aims towards increasing the brand awareness since its one of the effective tool to effect the final purchase decision and the volume of sales. I had used the topic to find out or measure the brand awareness level among the customers and the ways to increase its awareness. I.T. CENTRE, N.B.U Page 1 Mahindra who has entered the motor industry initially to manufacture general- purpose utility vehicles, Mahindra & Mahindra (M&M) was first known for assembling under licence of the iconic Willys Jeep in India. The company later branched out into manufacture of light commercial vehicles (LCV’s) and agriculture tractors, rapidly growing from being a manufacture of army vehicles and tractors to an automobile major with a growing global market. At present M&M is the leader in the utility vehicle (UV) segment in India with its praise worthy products like Scorpio, Bolero, Xylo, Legend etc. In this project, I went into a search for details regarding the brand awareness of Mahindra Xylo and its acceptance rate and the promotion effectiveness. The analysis was done with the help of the data collected through questionnaire taking the sample size of 50 in an around siliguri. As the brand awareness is directly associated with promotion strategy taken by the company its effectiveness is evaluated and the steps to increase the awarness level of the customers are considered. Therefore I have used various tools and techniques for the purpose of analysis of the data and have tried to throw a clear light towards the level of brand awareness of Mahindra Xylo and the measures to increase its awareness and to evaluate the best media of communication for the purpose.
  • 8. I.T. CENTRE, N.B.U Page 2 INTRODUCTION OF THE COMPANY About Mahindra & Mahindra Type Public Company Founded 1945 Headquarters Mumbai, India Key People Keshub Mahindra (Chairman), Anand Mahindra (Vice Chairman & Managing Director) Industry Automotive farm Equipment Revenue US$ 10 billion (2009 H1) Employees 16,000 plus Website Mahindra.com
  • 9. Mahindra & Mahindra limited is a part of Mahindra Group, an automotive farm equipment, financial services, trade and logistics, automotive components, after-market, I.T and infrastructure conglomerate. The company was set up in 1945 as Mahindra & Mohammed. Later, after the partition of India, Ghulam Muhammad returned to Pakistan and became that nation’s first finance minister. Hence, the name was changed from Mahindra & Mohammed to Mahindra & Mahindra in 1948. I.T. CENTRE, N.B.U Page 3 Initially set up to manufacture general-purpose utility vehicles, Mahindra & Mahindra (M&M) was first known for assembly under licence of the iconic Willys Jeep in India. The company later branched out into manufacture of light commercial vehicles (LCV’s) and agriculture tractors, rapidly growing from being a manufacture of army vehicles and tractors to an automobile major with a growing global market. At present M&M is the leader in the utility vehicle (UV) segment in India Business Mahindra & Mahindra grew from being a maker of army vehicles to a major automobile and tractor manufacture. It has acquired plants in China and the United kingdom, and has three assembly plants in the USA. M&M has partnerships with international companies like Renault SA, France and international Truck and Engine Corporation, USA.
  • 10. M&M has a global presence and its products are exported to several countries. Its global subsidiaries include Mahindra Europe Srl. based in Italy. Mahindra USA Inc, Mahindra South Africa and Mahindra (China) tractor Co. Ltd. M&M is one of the leading tractor brands in the world. It is also the largest manufacturer of tractors in India with sustained market leadership of over 25 years. It designs, develops, manufactures and markets tractors as well as farm implements. Mahindra tractors (China ) Co. Ltd. Manufactures tractors for the the growing Chinese market and is a hub for tractor exports to the USA and other nations. M&M has a 100% subsidiary, Mahindra USA, which assembles products for the American market. I.T. CENTRE, N.B.U Page 4 M&M made its entry into the passenger car segment with the Logan in April 2007 under the Mahindra Renault joint venture. M&M will make its maiden entry into the heavy trucks segment with Mahindra Navistar, the joint venture with International Truck, USA. M&M’s automotive division makes a wide range of vehicles including MUVs, LCVs and three wheelers. It offers over 20 models including new generation multi- utility vehicles like Scorpio, and the Bolero . At the 2008 Delhi Auto Show, Mahindra Executives said the company is pursing an aggressive product expansion program that would see the launch of several new platforms and vehicles over the next three years, including an entry- level SUV designed to seat five passengers and powered by a small turbo diesel engine. True to their word, Mahindra & Mahindra launched the Mahindra Xylo in January 2009, and as of june 2009, the Xylo has sold over 15000 models.
  • 11. The US based Reputation Institute recently ranked Mahindra among the top 10 Indian companioes in its ‘Global 200: The Worlds best Corporate Reputations’list. Awards:- 1. Bombay Chamber Good Corporate Citizen Award for 2006-07 2. Businessworld FICCI-SEDF Corporate Social Responsibility Award - 2007 3. Deming Prize 4. Japan Quality Medal in 2007 I.T. CENTRE, N.B.U Page 5 Models:- • Mahindra Bolero  Mahindra Bolero Camper  Mahindra Bolero Inspira  Mahindra Bolero Stinger Concept • Mahindra Scorpio  Mahindra Scorpio Gateway  Mahindra Scorpio First • Mahindra Xylo • Mahindra legend
  • 12. • Mahindra MM550 XD • Mahindra-Renault Logan (in cooperation with Renault) • Mahindra Axe • Mahindra Major  Mahindra Souvenir Concept • Mahindra Commander • Mahindra Grand Vitara • Mahindra DI • Mahindra Cab Chassis I.T. CENTRE, N.B.U Page 6 Core Business Activities • Automotive • Farm Equipment • Systech • Financial Services • Information Technology • Infrastructure Development • After-Market
  • 13. • Two-Whellers • Mahindra Partners Division • Speciality Services Community Initiatives • Mahindra United World College Of India • Mahindra united, a football club based in Mumbai, Maharasthra • Mahindra Foundation I.T. CENTRE, N.B.U Page 7 LAUNCHING OF MAHINDRA XYLO To build a car that has everything the customer’s wants, it is essential to understand what he wants first. This had been the basic principle behind the Xylo. They started with the customer. To this end they spent time with car users, across the country, observing their interaction with cars. We watched how they entered vehicles, what they did inside, what they looked for. They noted down complaints and identified need gaps. And then they started building the Xylo from the inside out. This is the first time in India where passenger compartment was designed well before the exteriors of the
  • 14. car. Every single learning was incorporated on a wooden buck (a mock car interior with instrumental panel, steering wheel and seats). This was then tested with car customers for further feedback and only after integrating every desired feature into interior did we start with the exterior. The result was a car that was fluent in form and function. A car that was truly world class and a car that was in sync with the peoples requirements. Making the Mahindra Xylo meant challenging the limitations of every car before it. It meant determining the needs of our consumers and pioneering technologies to meet those needs. The Mahindra Xylo was meant to be built around you, out of your needs. I.T. CENTRE, N.B.U Page 8 It took 160 engineers to do just that. Engineers that were handpicked from across the country. Each of them regarded as an expert in their own field of automobile development. The engineers spent time with customers across the country, observing their interaction with vehicles. They identified need gaps and invented solutions to fill in these gaps and the result was India’s first car to be built out. Every need was catered to, every requirement met and once the interiors were done, the exteriors began. A lot of research and development has gone into bringing the Mahindra Xylo from the drawing board to ‘on road’. And every manufacturing process has been optimised to handle this special car’s special requirements. Like the body assembly procedures that are fully automated to ensure incredible levels of accuracy. So you can
  • 15. be sure that extra thought and effort have gone into making the Mahindra Xylo perfect in every way. Mahindra & Mahindra Limited launched their latest Multi Vehicle (MUV) “Xylo” in India on January 13,2009. The car boasts of having all the luxurious features that are seen in today’s sedans with the ample space of a utility vehicle. Xylo’s muscular stance contributes to its commanding road presence. Fully packed with the latest features the MUV is sure to impress Indian consumers and provide a stiff competition to other vehicles within its class. Performance Of Mahindra Xylo Under the hood of Mahindra Xylo lies a 4-cylinder turbo charged, mEagle diesel engine which generates a power of 112bhp@3800 rpm and a peak torque of 24 kgm @ 1800-3000 rpm. The powerfull engine is developed on the NEF CRDe platform and is mated to 5-gears manual transmission. The car accelerates from rest to 60 km/h in just 5.8 seconds. I.T. CENTRE, N.B.U Page 9 SPECIFICATION:-
  • 16. Engine mEagle CRDe mDI CRDe Fuel Diesel Diesel Injection Common rail Common rail Engine capacity (cc) 2498 2498 Power 83.2kW (112 bhp) @3800rpm 69.5kW (95 bhp) @3600 rpm Torque 260Nm @1800-3000rpm 220Nm @1400-2600 rpm Front Brake Disc Disc Rear Brake Drum Drum Front Suspension Independent coil spring Independent coil spring Rear Suspension Multi-link coil spring Multi-link coil spring Turning radius (m) 5.4 5.4 Tyre size 215/75R15 (381 mm) 205/65R15 (381 mm)
  • 17. I.T. CENTRE, N.B.U Page 10 NEED FOR THE STUDY Today costumers are facing a growing range of choice in the different brands of products and services. They are making their choice on the basis of their perceptions of brand, quality service and value. The company has to adopt strategies to keep brand in consumer’s memory. A strong brand awareness means easy acceptance of new products. An organization has to measure the level of awareness of the potential customers and has to adopt different strategies to enhance the awareness level and to identify the appropriate promotional tool. Brand awareness is asset which brand managers create and enhance to build brand equity. It is related to the nature and features of product. It leads to brand strength which is constituted by measuring the variable like leadership, stability, Market, geographic, trend, support and protection etc… Creating brand awareness with the use of advertising, promotion event management etc… a different brand has different kind of awareness which retains recognition. Brand awareness satisfies a need of the consumer. A consumer as aims, ambitions, motivation drives and desire. Consumer feels more powerful when he uses the brand. Satisfactions or preference for a brand shows how loyal the consumer is likely to be brand.
  • 18. In todays competitive business scenario where every companies product is competing with each other retaining loyal customer is an essence for which increasing the level of brand awarness is very vital. I.T. CENTRE, N.B.U Page 11 This study is not concerned only with brand awareness but deals also with other facts. It includes a wide preview of  From where did the potential customers come to know about the product?  Which media is effective in communicating the message to the potential customers?  Did the potential customers feel that the brand is important to purchase?  Which attribute of the product drive the potential customer to prefer the particular product.?  Did the potential customers felt that the branded product matches their expectations?  How the brands influence the market?  What is the effect of the competitor’s product?  Are the potential customers satisfied with the brand, price, quality etc…?
  • 19. I.T. CENTRE, N.B.U Page 12 STATEMENT OF THE PROBLEM In the emerging knowledge based economy it has become necessary to know how much market power lies with the brand name. The study of brand awareness is essential in marketing planning. Customer needs and preferences keep changing where brands ultimately command customer’s loyalty. The realistic side of the problem is to know the acceptance level of the brand awareness towards the product. This study will help us to understand the brand awareness and what problems are being faced by the consumers, to which appropriate measures to be taken to solve the problems. This project has mainly been taken up to understand the brand awareness, buying motives to ensure the “Brand awareness towards Mahindra Xylo” apart from this, it is to understand the new opportunities in the market for the improvement of brand awareness and sales towards the products
  • 20. I.T. CENTRE, N.B.U Page 13 OBJECTIVES OF THE STUDY The main objective of any business is to acquire larger market share ,or higher percentage of sales in the Industry, This could be only achieved by building a higher percentage of brand loyal customers. Any company can survive through the stiff competition of the market if its has brand loyal customer. Today many major companies in the market has brand loyal customers and they adopt many strategies to maintain and improve there branded equity. Without creating a proper Brand awareness they cannot build brand image. Strong brands help build the corporate image and also by making it eager for the companies launch new brands. Today brands are treated, as major enduring assets of a company-more over brand equity are major contributor to customer equity. This all can happen only there is proper brand awareness. The light four wheeler industry has been expanding rapidly are gone the day when possessing a small and mid-size cars was seen as a luxury. Now days it is viewed as a mere necessity.
  • 21. I.T. CENTRE, N.B.U Page 14 The study has been conducted with the following objectives in mind:-  To judge the awareness level of the prospect customer.  To know how they are aware regarding the product.  To judge in which way they have developed the awareness.  To judge which promotional tool is effective to increase the awareness level among the people.  To see whether brand awareness influences the buying behaviour or not.  What factors and variables of brand influence them to purchase.  To know how to maintain and improve brand awareness and to build brand loyalty.
  • 22. I.T. CENTRE, N.B.U Page 15 REVIEW OF LITERATURE Uvaisuvi KSB, Calicut conducted a study on Brand Awareness, with special reference to Maruti Ritz at Indus Motors in his study he tried to find out the “influence of Brand Awareness on buying behaviour” and through his extensive analysis concluded that brand awareness has a real and significant influence on the buying behaviour of the customers. Madukar N conducted a study on “ Brand Awareness towards Santro Hyndai” from AYS Hyndai in the city of Visakhapatnam in his study he concluded that the brand awareness of santro Hyndai was quite high and the brand was facing a tough competition from other small car industries like Maruti, ford etc.
  • 23. I.T. CENTRE, N.B.U Page 16 METHODOLOGY OF THE STUDY The study is conducted empirically using both primary and secondary data. Primary data was collected with the help of well structured questionnaire. Around 50 potential customers were surveyed to understand the brand awareness level of Mahindra Xylo in an around Siliguri.All the persons interviewed were in the age group above 25 years. It has been deliberately decoded to conduct the survey among this age group because they are the people who are generally looking ahead for the purchase of a four-wheeler. Many of these persons interested are either businessmen or professionals; few of them are corporate managers also. The secondary data is collected from Mahindra’s website and by going through their corporate records, brochures and annual reports of the company along with their newsletters were used to substantiate the information.
  • 24. The details about the four-wheeler market are collected from a few specialized magazines like Auto India etc. to get information regarding the organization and products. I.T. CENTRE, N.B.U Page 17 PRIMARY DATA:- Primary data has been collected through questionnaires. The questionnaire was mostly related to the brand awareness towards Mahindra Xylo on different feature such as the model, price, effectiveness of the brand etc. SECONDORY DATA:- Secondary data has been taken from bellow sources: 1. Reports 2. Pamphlets 3. Advertisement 4. Newspapers
  • 25. 5. Internet I.T. CENTRE, N.B.U Page 18 SAMPLING:- The sample of 50 has been chosen randomly from in an around siliguri, the people residing in an around siliguri are considered as the population for the study. SAMPLE SIZE:- The sample size of 50 is selected randomly. The study requires on in depth survey and keen observation in collecting data regarding the brand awareness levels of Mahindra Xylo. SAMPLING TECHINIQUE:- Only simple random sampling technique is adopted in selection the sample. In this technique, each and every unit of the population has on equal opportunity of being selected in the sample
  • 26. DATA COLLECTION PROCESS:- Based on need and objectives, types of data required for study and other sources of data are identified. I.T. CENTRE, N.B.U Page 19 Data was collected with the help of the questionnaires Data Primary Data Observation Questionnaire Secondary Data Inside the Organization News Letters Documents Outside the Organization Libraries, Magazines etc
  • 27. I.T. CENTRE, N.B.U Page 20 GRAPHICAL REPRESENTATION OF SURVEY 1)Have you heard about Mahindra Xylo? SAMPLE SIZE 50 FREQUENCY CALCULATE PERCENTAGE YES 43 43*100/50 86% NO 7 7*100/50 14% 86% 14% Percentage YES NO
  • 28. Analysis:- The project undertaken to know the brand awareness level of Mahindra Xylo was conducted in an around siliguri with the sample size of 50 through questionnaire when the respondent were ask about whether they had heard about Mahindra Xylo or not 43 people out of 50 responded that they had heard about the product and the rest 7 people had not heard about the product henceforth 86% of people had heard about the product which means that the product Mahindra Xylo is a well recognised and to some extent is a popular product among the people. I.T. CENTRE, N.B.U Page21 2. Where have you heard about it? SAMPLE SIZE:43 FREQUENCY CALCULATE PERCENTAGE Television 10 10*100/43 23% Hoardings 15 15*100/43 35% Newspapers & Magazines 8 8*100/43 19% Friends & Relatives 5 5*100/43 12% Others 5 5*100/43 12% Analysis:- Since out of the total 50 sample chosen only 43people had heard about the product so therefore this question was analysed taking this 43 people and when this
  • 29. people were asked about where they had heard about the product 10 out of 43 that is 23% people responded that they came to know about the product through Television, 35% people said they came to know about the product through hoardings, 19% people respondent that they came to know about the product through newspapers and magazines and 12 % people through Friends & relatives and the rest 12% through other sources. Therefore after the analysis it was clear that the majority of people came to know about the product through Television and hoardings. I.T. CENTRE, N.B.U Page22 3. How often have you heard or seen it? SAMPLE SIZE:43 FREQUENCY CALCULATE PERCENTAGE Many Times 10 10*100/43 23% Often 12 12*100/43 28% Sometimes 16 16*100/43 37% Others 5 5*100/43 12% Analysis:-
  • 30. when the sample was asked about how often have they heard or seen the product 10 out of 43 that is 23% people responded that they have heard about or seen the product many times 28% people that is 12 out of 43 people said they have often heard about the product ,16 out of 43 people that is 37% of the total sample respondent that they have heard or seen the product sometime and 12% that is 5 out of 43 people responded that they have never heard or seen the product .Therefore after the analysis it was seen that the majority of people have seen or heard about the product sometimes. I.T. CENTRE, N.B.U Page 23 4. Have you done the test drive? SAMPLE SIZE:43 FREQUENCY CALCULATE PERCENTAGE Yes 3 3*100/43 7% No 40 40*100/43 93%
  • 31. Analysis: when the sample was asked about whether they have done the test drive or not it was found that only 3 people out of 43 that is 7% of the total sample had actually done the test drive and the rest 40 people or 93% of the people had not test driven Mahindra Xylo which proved that the people who had taken test drive in an around siliguri are very less. I.T. CENTRE, N.B.U Page 24 5. Did you like this product of Mahindra? SAMPLE SIZE:43 FREQUENCY CALCULATE PERCENTAGE Yes 26 26*100/43 60% No 9 9*100/43 21% Not Sure 8 8*100/43 19% Analysis:- when the sample was asked about whether they liked the product or not 26 people that is 60% of the total sample replied that they liked the product and 21 % Yes No PERCENTAGE
  • 32. people said they did not liked the product and 19 % of were not sure regarding their preference, Henceforth through the analysis it was seen that a sufficient number of people liked Mahindra Xylo. I.T. CENTRE, N.B.U Page 25 6. Do you own a personal car? SAMPLE SIZE:50 FREQUENCY CALCULATE PERCENTAGE Yes 16 16*100/50 32% No 34 34*100/50 68%
  • 33. Analysis:- The analysis was made taking the whole sample i.e 50 people and when the sample was asked about whether they own a personal car or not it was found that 32% of the people that is 16 people out of the sample owned a personal car and the rest 68% people that is 34 people does not own a car after the analysis done on the basis of the sample it was found that not a huge number of people owned a personal car. I.T. CENTRE, N.B.U Page 26 7. Do you wish to purchase Mahindra Xylo? SAMPLE SIZE:43 FREQUENCY CALCULATE PERCENTAGE Yes 8 8*100/43 19% No 15 15*100/43 35% Not Decided 20 20*100/43 46%
  • 34. Analysis:- when the sample was asked about their wish to purchase the product 19% of the total sample that is 8 people replied that they wish to purchase the product, 35% that is 15 people said they do not wish to purchase the product and 46% replied that they have not decided anything regarding the product, after the analysis we came to know that the people who wished to purchase the product is very nominal. I.T. CENTRE, N.B.U Page 27 8. If no which companies car are you planning to purchase? SAMPLE SIZE:43 FREQUENCY CALCULATE PERCENTAGE Tata 3 3*100/43 7% Hyndai 7 7*100/43 16% Toyota 15 15*100/43 35% Maruti 5 5*100/43 12% Others 3 3*100/43 7% Not Decided 10 10*100/43 23%
  • 35. Analysis:- The analysis for this was taken with the help of open ended question and the people who were surveyed went a long way describing their wishes for different companies product which included a long list of like Tata, Hyundai, Toyota, Maruti, and etc and out of the total sample 23% replied that they have not planned to purchase a car and out of the long list of companies 35% respondent laid their wish or plan to purchase a product of Toyota, proving that the product of Toyota are pretty much popular amongst the people in an around siliguri. I.T. CENTRE, N.B.U Page 28 9. Why do you want to purchase this brand? SAMPLE SIZE:43 FREQUENCY CALCULATE PERCENTAGE Mileage 4 4*100/43 9% Price 3 3*100/43 7% Comfort 14 14*100/43 33% Style 10 10*100/43 23% Others 12 12*100/43 28%
  • 36. Analysis:- When the sample was asked why do they want to purchase the brand Mahindra Xylo or what is the attribute which enforces him or her to make the purchase decision 32% responded they were driven by the comfort of the product, 23% mention that the were driven by the style and 28% gave the other reasons and the factors like price and mileage were highlighted very less by the respondent. I.T. CENTRE, N.B.U Page 29 10. Do you know the logo of Mahindra? SAMPLE SIZE:43 FREQUENCY CALCULATE PERCENTAGE Yes 28 28*100/43 65% No 7 7*100//43 16% Not Sure 8 8*100/43 19%
  • 37. Analysis:- When the sample was asked whether they know the logo of Mahindra or not 28 people out of 43 people that is 65% replied that they know the logo of Mahindra and 16% of the sample that is 5 people said they do not know the logo of Mahindra and 19% were not sure. I.T. CENTRE, N.B.U Page 30 11. Can you recall any advertising of Mahindra Xylo. SAMPLE SIZE:43 FREQUENCY CALCULATE PERCENTAGE Yes 21 21*100/43 49% No 7 7*100/43 16% Not Sure 15 15*100/43 35% Analysis:- On surveying whether the people can recall any advertising of Mahindra Xylo it was found that 21 people that is 42% of the total sample can recall the advertising, 16% that is 7 people could not recall the advertising and 35% replied they
  • 38. were not sure, henceforth after the analysis it was seen that the advertisement had been effective and stayed in the memory of most of the people. I.T. CENTRE, N.B.U Page 31 12. What is the main think you can recall from that advertising? SAMPLE SIZE:21 FREQUENCY CALCULATE PERCENTAGE Spacious 8 8*100/21 38% Interiors 4 4*100/21 19% Style 3 3*100/21 14% Comfort 6 6*100/21 29% Analysis:- This question was answered by only those respondent who could recall the advertising of Mahindra Xylo, this included 21 people and after the analysis it was found that the respondent remembered different variables such as the car’s interiors, its Style, Comfort, glamour, its appearance, its features and many other things.
  • 39. I.T. CENTRE, N.B.U Page32 13. Would you like to recommend this products to others? SAMPLE SIZE:43 FREQUENCY CALCULATE PERCENTAGE Yes 18 18*100/43 42% No 2 2*100/43 5% Not Sure 23 23*100/43 53% Analysis:- When the people were asked whether they would recommend this product to others18 people that is 36% replied they would recommend this product to others, 4% replied in a negative way , 46% that is 23 people said they were not sure an d14% that is the remaining 7 people of the sample did not took part in the question.
  • 40. I.T. CENTRE, N.B.U Page 33 CONCLUSION Accomplishing this project on brand awareness was an excellent and knowledge gaining experience for me. Despite small sample size for questionnaire this project helped me to know the view of customer and common people towards the brand awareness of Mahindra Xylo. Brands are now a central feature of consumer marketing, they are important in building long-term relationships with the consumer, irrespective of the type of market. Their importance is now also being recognized in other markets including service and industrial. Investing in a brand builds consumer confidence and loyalty and allows for brand stretching. It requires a consistent and long-term strategy. Only a few brands have emerged as truly global. In conclusion I would say that the brand (Mahindra Xylo) is quite known to peoples. Mahindra Xylo has built its brand awareness among a relatively large number of people in an around siliguri. The customers are aware largely of the product with the help of Television and Hoardings and the product still has a way to increase its advertising channels to reach the relatively large number of people. The products advertising in the hill stations around siliguri is relatively less and also its awareness. At last I would like to thank my project co-ordinator Mr. Suvamay Bhowmick and the sales manager for their guidance and support. I would also like to thank all the people who have been so co-operative through out the survey.
  • 41. I.T. CENTRE, N.B.U Page 34 FINDINGS The following details can be inferred after analysis with a simple size of 50 which included customers, by questionnaire method to find out the brand awareness towards Mahindra Xylo with reference to Khokan Motors.  The awareness level of Mahindra Xylo in an around Siliguri is quite high.  The promotional strategy of Mahindra Xylo is effective in the form of electronic media and mass media  Most of the customers are aware of advertising campaign that are being conducted by Mahindra Xylo.  Brand awareness has a real and visible impact in the buying behaviour of the people.  Though the customers are having good awareness levels regarding the product they are not in a frame of mind to purchase it because of various reasons.  Mahindra Xylo is facing a tough competition from the competitors with the same kind of products.  The scale of advertising to promote Mahindra Xylo is not satisfactory and has to implement the various medium to offer advertising of the product.
  • 42. I.T. CENTRE, N.B.U Page 35 SUGGESTIONS Suggestions are done on the basis of finding and analysis of data collected through questionnaire:-  In order to promote sale in highly competitive auto market attractive schemes such as cash discount, complementary gift, lucky draws, etc. can be given to the customers.  Customers should be contacted at a regular interval through phone calls and free servicing of the cars to ask them if they are facing any problems with the car as because post sale with the customers may be very important to maintain customers satisfaction.  Advertising plays a very important role n increasing the awareness and in reminding the customer about the products and services offered by Mahindra Xylo. Hence advertisement about the firm and its products and services must be aired on local T.V channels as well as in newspapers and magazines.  Since the people tends to forget the advertising of a particular product a reminder message has to be enforced in a regular interval and in a proper media which would reach a large number of potential customers.  As from the inference we can see that the most important criteria for selection of the car is its performance which includes price, mileage, speed, braking efficiency, maintenance, etc. There would be definite increase in the sale of the car if this point would be looked into and improved.
  • 44. Bibliography Some of the website and magazines referred by me to complete this project. Websites:- www.mahindra.com www.scribd.com www.questionpro.com www.google.com Magazines:- Companies Brochures & Manuals. Magazines Overdrive Business Today Books:- Marketing Research - G.C Beri Marketing Management- Philip Kotler Marketing Management- V.S Ramaswamy & S. Namakumari
  • 45. I.T. CENTRE, N.B.U Page 37 QUESTIONAIRE ON BRAND AWARNESS OF MAHINDRA XYLO I, the student of I.T. Centre, North Bengal University, am conducting brief survey to find out the brand awareness level of Mahindra Xylo. I would be highly grateful to you if you would provide your genuine response by putting a tick mark in a relevant box. I sincerely thank you for your humble co-operation. Student I.T.Centre, N.B.U. 1)Have you heard about Mahindra Xylo? Yes No 2)Where have you heard about it? Television Hoardings Newspapers & Magazines Friends & Relatives Other 3)How often have you heard or seen it? Many Times Often Sometimes Never
  • 46. 4)Have you done the test drive? Yes No I.T. CENTRE, N.B.U Page 38 5)Did you like this product of Mahindra? Yes No Not Sure 6)Do you own a personal car? Yes No 7) Do you wish to purchase Mahindra Xylo? Yes No Not decided 8)If no than which companies car are you planning to purchase? ---------------------------------------------. 9)Why do you want to purchase this brand? Mileage Price Comfort Style Others
  • 47. 10)Do you know the logo of Mahindra? Yes No Not Sure 11)Can you recall any advertising of Mahindra Xylo? Yes No Not Sure 12)What is the main think you can recall from that advertising? ------------------------------. 13)Would you like to recommend this products to others? Yes No Not Sure I.T. CENTRE, N.B.U Page 39 14) Personal Information:- Name:- Age:- Above 60 40-50 30-40
  • 48. Below 30 Sex:-Male Female Annual Income:-Above 15 lakh 10-15 lakh 5-10 lakh Below 5 lakh Address:-.................................................................................................................... ........................................................................................................................................ .......................................................................... I.T. CENTRE, N.B.U Page 40