Amit kumar

Summer Training Report
ON
“Study of Customer Satisfaction with reference to JCB”
Submitted In Partial Fulfillment Of the Requirement Of
Degree in Bachelor Of Business Administration
Session 2008-11
Submitted to: Submitted By:
Mr. Shyam Bihari Dubey Amit Kumar
Faculty of Marketing Semester BBA V
College Roll No: 802
Registration.08-IMTF-4303
Institute of Management & Technology
(Approved by AICTE & affiliated to Maharshi Dayanand University, Rohtak)
Near Sai Dham, Tigaon Road, Faridabad-121002
NAB - AICTE ACTE Accredited Institute

PREFACE
Someone has greatly said that practical knowledge is far better than classroom
teaching. During this project I fully realized this and come to know about the present
real world of marketing. Since it includes all the activities involved in selling goods or
services directly to final customers. I am pleased to know about the consumers’ wants
and competitors activities in the real world of marketing.
The subject of my study was sales promotion. I have done by applying various tools
like Tele calling and through direct interaction with customer’s .I have also done a
market survey with the use of a questionnaire to know the clients interest towards the
JCB products.
The success of any business entity solely depends on how effectively does it utilizes
its optimum resources and how soon does it make arrangements for the removal of the
customer’s grievances. Moreover, the company should always be ready to make
necessary changes according to the requirement in order to attract more customers so
as to maintain a substantial growth in the market
I have tried to put my best efforts to complete this task on the basis of skill that I have
achieved during my studies in the institute.
I have tried to put my maximum effort to get the accurate statistical data. If there is
any error or any mistake in collecting the data, please ignore it.

OBJECTIVES
The primary objectives of the project are as mentioned below:
1. To assess the customer satisfaction level
2. Proper understanding and analysis of the JCB India Ltd.
3. To study the brand image of JCB India Ltd.
4. Proper understanding of promotional tools prevailing in the company.
5. To suggest the ways to promote JCB as brand.
6. To know strength, weakness, opportunities and threat of JCB brand image.

METHODOLOGY
Because the objective of a survey is to find new hypothesis, flexibility and feedback
from the customers. However, three lines of attack may aid in finding hypothesis of
value:
• Study of secondary sources of information.
• Survey of individuals who are apt to have ideas on the ideas on the general
subject.
• Analysis of selected cases.
Field work for the JCB India customer satisfaction survey was conducted between
MAY and JUNE 2006.
Sample was provided by JCB India limited.
Interviews are pre arranged and conducted face to face.
The study combined two of the standard JCB customer satisfaction Questionnaires on
sales and delivery and service, as the central research instrument.
SAMPLE DISPOSTION
Number of interviews conducted is 50

INDUSTRY PROFILE
HISTORY OF EARTH MOVING
The movement of earth and the remodeling of the landscape have always being a
source of fascination for man. Man has acted as ‘Architect” throughout his entire
civilized past with the building and moving of earth constantly playing an important
role. But the first traces of our cultural heritage are not only to be found in art. But
also in building and agriculture.
Mining was as early as the Neolithic age when the main desire was obtain flint from
chalk to make weapons and tools. About 6,000 years ago, with the progression from
the Neolithic age to the copper age, the change from hoe farming to the plough culture
took place. It was at this time that the oldest known piece of earth moving equipment
appeared: the simple wooden plough.
In fact the plough features throughout the history of mankind 5,200 years after it was
invented it was to undergo a tremendous change transforming it into what was to
become today’s grader and scraper and into other importance of earth moving
equipment.
Earth moving machines are part of human culture; they mirror contemporary thought,
technical possibilities and the every day working world of our forefathers. The
development of earth moving machines tells the story of our culture, as does the art or
the history of the people and the states.
The quickly forgotten development of building techniques never attracts the same
attention as the history of weapons for example either in public or in museum. It is for
these reasons among others that the history of these machines was finally written
down as comprehensively as possible for safekeeping.

Without the need to build there would be no construction equipment, without
construction equipment there would be no longer stretches of road and rail
networks, no great water ways and or airports. Dams would not be as high as there are
there would be no connecting bridges or tunnels.
Earth moving equipment followed the three stages of development. In early times
machines took over the dredging of ports, canals and the rivers, not save on manual
labors was cheap but because manual work prove to be impact in practical. early
machines were built for use on waterways. Then come to the next stage of
development.
With the world changing invention of the railway, earth moving machines were
adopted for use on rails and were use to build the railway as well as being transported
by rail.
These appearance changes again early this century when they were adopted for road
use and they were increasingly transported by road rather than rail. Large numbers of
these machines were used in the construction of roads and motorways especially
during the middle of 28th
century.
The origins of earth moving machines can certainly be traced back to the early days of
technology, but try to go back further into the past and the traces soon disappear. The
drag bucket pulled along by animals can be seen as the first specialized earth-moving
device. It was the development of plough, already thousands of years old when the
drag buckets was first use.
How grade was increase in performance as compared to earlier methods? We cannot
be sure but a worker using a pickaxe and shovel and with a basket on this back could
move roughly to 2 cubic meter of earth over a distance of 200 meter’s in the course of
12 hours a day. By comparison building of San – Dam in California in 1964 almost
1.5 cubic meters of earth were moved per second from the sources side 20 km away.

COMPANY PROFILE
HISTORY
JCB INDIA LIMITED was oldest earth moving Construction Company and was
entered in India in1979 in joint venture with Escorts Group. JCB India Limited of
United Kingdom is ranked in the top 5 manufacturers of earthmoving and
construction equipment in the world. The company sells its products in over 130
countries and is the world’s no. 1 in the Backhoe Loader or the Excavator – Loaders
market. Stated below is a synopsis of JCB India corporate:
1979: JCB India Limited, world-renowned EMCE manufacturer, & Escorts limited,
a major Indian engineering conglomerate and player in the Indian Earthmoving and
Construction Equipment Industry (EMCE) joint hands to form Escorts JCB (EJCB),
a joint venture.
1980: Plant located at Ballabgarh 30 kilometers from Delhi starts operations and in
June rolls out its first equipment – an excavator loader. The Excavator- Loader was a
machine for the Indian EMCE market making the beginning of mechanization of
small and medium sized jobs. The first model was JCB 3C MarkIII.
1980-1982: These two-and-a-half years were spent in product adaptation and
improvements and during this period, two succeeding models JCB 3C MarkIV and
JCB Mark V were launched. Each model was a further improvement on the previous
one. All these models were extremely successful as they were widely accepted this
new concept and mid-sized machine. These machines were used forloading, dozing,
trenching, road building, mining, etc. These machines served the market for five
years.
1984: EJCB started appointing dealers to provide after sales support to the machines
in field- the only ones of their kind then and even now.

1987: EJCB further improved the excavator- loader and launched JCB 3D. This is the
largest selling model in the country.
1989: EJCB completes the first phase of the appointment of a countrywide dealership
network, comprising over 20 dealerships with 50 outlets.
1991: EJCB made massive investments in its plants to give better-finished machines.
The installation of shot blasting machines and a state-of-the-art paint shop,
helped give a better finish and longer lasting paint, making the machines more
durable.
1992: This year saw the launch of two new machines. One was a bigger excavator
loader – JCB 5D, giving better excavation and loading capacities and the other
were JCB 430 Z Articulated loading shovel.
1993: The JCB 530 Telescopic handler was launched. This machine is capable of
performing varied jobs such as that of a loader, crane, forklift and maintenance
platform. It was a huge success with industries.
1995: EJCB became the first company to be accredited with ISO 9001. In addition,
this was the year, when EJCB sold over 2000 machines a year.
1996: EJCB started depots in zones to provide parts support to the dealers and reduce
machine downtime.
2001: The JCB 4CX Excavator-Loader was launched. This machine set standards
such as operator comfort, styling, all capability, productivity and reliability.
2002: BY this year, EJCB had totally sold over 10000 machines, and had over 100
dealers.

2003: JCB increased its stake from 40 % to 60%. The JCB 3D was redesigned with a
more powerful engine hydraulic system and a more comfortable cabin. Its
sales crossed the 12,000 mark.
2004: Enhances its range by offering JS 200 Track Excavator and JCB skid steer
loaders. Also launched the two-wheel drive version of JCB 4CX and the new
look JCB 3D.
2005: Globally, JCB, the 5th
largest manufacturer of construction equipment in the
world grew its worldwide market share to over 20% to regain its position as
the No 1 manufacturer of Backhoe loaders in the world
2006: EJCB is bought by JC Bamford Excavators Limited and becomes JCB
India Ltd.

THE NETWORK
JCB India Limited was the first company in this industry to man and support its
products through a network of dealerships. Today this network comprises of JCB
India marketing offices 40 dealers and over 160 dealership outlets nationwide.
In addition, to the above there are three parts depots at Calcutta, Chennai, and Pune to
provide a quick support to the dealerships in the regions. With intelligent parts
stocking at Head Office and depots outlets, response time to any machine has come
down considerably. Today over 95% of parts can be supplied anywhere in the country
within 24 hours of receipt of requirement.
At JCB India limited it is believed in the philosophy of lifetime relationship with a
customer. It is the endeavor to become a partner in the prosperity of the customer.
Prompt and efficient product support services ensure that the customer’s JCB machine
is operational at all times.

JCB ZONAL NETWORK
NORTH ZONE EAST ZONE
DEALERS: 10 DEALERS: 10
OUTLETS: 27 OUTLETS: 25
CENTRAL ZONE
DEALERS: 04
OUTLETS: 13
WEST ZONE SOUTH CENTRAL
DEALERS: 05 DEALERS: 4
OUTLETS: 18 OUTLETS: 22

SOUTH ZONE
DEALERS: 05
OUTLETS: 43
Although JCB machines are best made and design to operate in extremely tough
conditions, but the company is not satisfied with this alone. JCB gas a strong product
support backup throughout the country to ensure that the machine downtime is the
bare minimum.
JCB has dedicated team of 600 trained product support engineers located at more
than 160 dealer outlets throughout the country. These engineers constantly strive to
keep the JCB machines of its customers in operational readiness. Each dealer point is
also well stocked with full range of parts, which its customers require from time to
time.
JCB believes that a delighted customer is its best JCB ADVOCATE who can help it
to win more customers. Some of ten parts and product support services being
provided to its valued customers are: -
1. Service campaigns being undertaken from time to time to provide free preventive
maintenance services to its customer’s at their doorsteps.
2. Parts marketing campaigns to make the customer’s aware about the long-term
benefits of using “JCB Genuine Parts” in their machines.
3. Regular customer meets which helps in understanding the discerning requirement if
its customer.
4. Training campaigns to upgrade the skills of the machine operators. This helps its
customers to get the best possible output from machine.

JCB’S VISION
JCB plans to deliver the best customer support in the industry- putting the
customer at the very heart of the business.
MISSION STATEMENT
To grow company by providing innovative, strong and high performance products and
solutions to meet global customer’s needs. JCB will support world-class products by
providing superior customer care. JCB’S care extends to the environment and the
community.
QUALITY POLICY
1. Customers are the cores of the business and all the action must lead to delighting
them.
2. Resources will be provided to continually improve the process to meet changing
customer requirements, always improving quality, reliability and responsiveness.
3. Good working relationships will be constantly strove for that is founded on trust,
respect and fairness. Work must be done as to solve problems in an open and
constructive manner.
4. A good reputation as hard won and easily lost. Affairs must be conducted in the
company and in public to the highest standard of honesty and integrity.

GENERAL POLICY STATEMENT
1. Its business is conducted in accordance with the best contemporary practices for
the promotion of Health and Safety at Work, including the prevention of
occupational risks.
2. Health, Safety and Welfare of employees and others affected by the business
undertaking will be treated with a level of importance equal to that of any other
function.
3. A safe and healthy working environment is established and maintained by the
development of safe systems of work, using risk assessment to determine the level
of risk and necessary controls.
4. There is full compliance with the relevant provisions of national legislation for
Health and Safety as it affects employees at work and the general public.
5. Provide information, instruction and training as is necessary to secure the Health
and Safety of all employees.
6. Managers at all levels are encouraged to regard Health and Safety matters as an
integral part of their function and the prevention of all accidents involving
personal injury or property damage is essential tip the efficient of the business
operator.
7. Discussions and effective joint consultations encouraged co-operation of
employees in promoting safe and healthy conditions and systems of work.
8. In recognition that the company operates in a dynamic environment, this policy,
including the arrangements for safety will be reviewed annually unless statue or
regulation necessitates any intervening amendments.

9. The company will consult and receive the advice from suitably trained employees
known as the Health and Safety officer or Advisor on matters regarding health and
safety.

PRODUCT RANGE
CONSTRUCTION/ INDUSTRIAL PRODUCTS
Backhoe Tracked Wheeled Skid Steer
Loader Excavator Loaders Loaders
Skid Steer Loader (Agriculture)
JCB’s advanced range of backhoe loaders leads the world for performance,
innovation and customer choice. The compact 1CX and 2CX take backhoe
loader versatility to previously inaccessible areas, and while the heavy weights
of the range, the 3CX, and 4CX, set new standards for productivity.

3DX
MAX. Dig Depth= 4.77m
MAX. Engine Power = 57 KW (76 HP)
4D
MAX. Loader Capacity = 1.2m3
MAX. Dig Depth = 5.31m
MAX. Engine Power = 96 HP
JCB TRACKED EXCAVATOR
JS 210L
MAX. Operating Weight = 21190 kg.
JS 330L/NL

JCB WHEELED LOADER
430Z
MAX. Engine Power = 127 HP
456 ZX
MAX. Engine Power = 161 KW (216 HP) MAX.
Operating Weight = 20265 Kg.
LOADER JCB SKID STEER
160/170

MAX. Operating Weight = 2410Kg. /2510Kg.
MAX. Operating Capacity= 600 Kg. /700 Kg
190/1110
MAX. Operating Weight = 3500Kg. /3725Kg.
MAX. Operating Capacity = 900Kg. /1100Kg.

COMPITITORS OF JCB L&T
L&T-CASE EQUIPMENT PRIVATE LIMITED is a joint venture with equal
equity participation by L&T and CNH America LLC (a wholly owned subsidiary of
CNH Global N.V., USA). CNH Global is a new corporation formed by merging two
of the world’s largest tractor and construction equipment major’s, vise, Case
Corporation and New Holland, CNH Global has manufacturing and marketing
facilities worldwide, and is the world’s largest, manufacturer of loader backhoes.
L&T-CASE Equipment Private Limited manufacturers, markets and provides service
and support for the following equipment:
Loader Backhoe model L&T-CASE 851
This state-of-the-art and globally proven model of CNH Global N.V. has the features
of load sensing with flow compensation and simultaneous operation. Its engine power
is 96 HP Gross at 2200 RPM, and it has a choice of backhoe buckets (range: 80-240
liters), and loader bucket of 1000 liters. Attachments to suit various applications in
infrastructure projects are available. The four- wheel drive version is popular in rough
terrain.
Loader Backhoe Model 580- 3 S
Multi-purpose loader backhoe model L&T 580-3 S is available in side shift. Powered
by 76 HP at 2200-RPM engine, the machine features improved kinematics and low
operating cost. Backhoe bucket capacity ranges from 80 to 300 liters, and loader
bucket capacity from 630 to 1500 liters. Attachments to suit various applications in
infrastructure projects are available.

Vibratory Compactors
L&T 752 tandem vibratory compactor (operating weight: 8800 Kg. Powered with a
74 HP engine) is specially suited for asphalt compaction in road and infrastructure
development.
L&T-CASE 1107 (operating weight: 11300 Kg.) single drum vibratory roller
powered with 112 HP engine is used mainly for soil compaction in road,
infrastructure and irrigation projects.
L&T-CASE 450 tandem vibratory mini-compactor (operating weight: 3000Kg.) is a
technological replacement of the 8T static roller, and is the preferred choice for
construction of village roads. Its low weight and ease of transportation make it
suitable for road repairs in metros and cities.
Other Equipments
1. A range of utility construction equipment from CNH Global like CASE skid steer
loaders (operating weight range: 2593 Kg. To 4105 Kg.)
2. STA compaction machines from Stavostroj, as Czech Republic
Manufacturing facility
The manufacturing facility of L&T-CASE Equipment Private Limited at Pithampur is
ISO 9001-certified for design, manufacture and supply of loader backhoes and
compactors. The company will keep gradually introducing the latest models of Case /
New Holland Loader backhoes.
TEREX VECTRA

Terex Vectra Equipment (p) Limited, a 50:50 joint venture between Terex
Corporation, USA & Vectra Limited, UK, is into the business of manufacturing and
sale of construction equipment.
The JV Company has invested USD 12 million and come with the world-class
manufacturing facility operational on a 36 acre site at Greater Noida. This is the first
manufacturing facility for Terex Vectra in India. This unit will offer range of
construction equipment including Backhoe Loaders, Skid Steer Loaders, Vibratory
Compactors, and Midi Excavators.
Terex Corporation, USA is the 3rd
largest Construction Equipment manufacturer in
the world with a global turnover of over USD 4 billion. The company has a vast range
of Mining, Earth Moving and Material Handling products. Terex has global
manufacturing bases spread over USA, Europe and Asia.
Vectra is a UK based group, managed by NRI’s with operations in 10 countries in
Europe, North America and Asia. Vectra owns, solely and jointly with other JV
partners, manufacturing facilities in Europe, North America and India. With the recent
acquisition of Tatra as. By Terex Corporation, Vectra and Terex are he joint owners
with 11% and 81% equity in the Czech truck manufacturer. The major emphasis of
the company would be research and development of products and technology while
undertaking extensive testing.
The company has put up an effective dealership network across country to build
strong dealer and customer relationships. The JV company, with major plans in India
is keen to offer world-class products to the Indian market such as: -
1. Terex TX760 Backhoe Loader- A powerful 7.60 tons rugged machine to take on
the rigors of Indian working conditions.
2. Vectra Heman Skid Steer Loader- A powerful and versatile machine with as
many as 60 attachments, can perform a vast range of operations from loading to
sweeping, grading waste material handling, trench digging, loading etc.

Some of the other products to be offered in the near future are -
a) Compaction Equipment- Vibratory compaction rollers from 10-12 tons for road
building, dams, airports etc.
b) Schaeff HR 32.5 Ton excavator one of the best products in its class in the world.
The Indian operations of Vectra as follow:
1. Tatra Trucks India Limited Hosur, Tamil Nadu- This is a joint venture between
Vectra and Tatra as of Czech Republic. These company manufacturers high capacity
mining tipper trucks used in mining and construction.
2. Vectra group supplies Tatra kits to BEML, which assembles the same and supplies
to the Indian armed forces.
3. Vectra Advanced Engineering Private Limited- manufacturing special trailers,
concrete mixers and selling cranes in India.
4. Vectra AZAD Engineering Private Limited- This is a fabrication unit, which is
an OEM supplier of high quality bodies to Vehicle factory Jabalpur, Ashok Leyland
and BEML.
CATERPILLAR
For 80 years, Caterpillar Inc. has been building the world’s infrastructure and, in
partnership with its worldwide dealer network, in driving positive and sustainable
change on every continent. With 2004, Caterpillar posted sales and revenue of $30.25
billion, Caterpillar is a technology leader and the world’s leading manufacturer of
construction and mining equipment, diesel and natural gas engines and industrial gas
turbines.

In 2004, Caterpillar posted sales and revenues of $30.25 billion and a profit of $2.03
billion. Approximately half of all sales were to customers outside of the United States,
maintaining Caterpillar’s position as a global supplier and leading U.S. exporter.
Caterpillar products and components are manufactured in 49 U.S. facilities and in 59
other locations in 22 countries around the globe. Caterpillar invested nearly $928
million in research and technology in 2004. Worldwide, our employees earned more
than 3900 patents 1997.
6 Sigma
The long-term payoff of 6 Sigma will be seen as we develop future leaders who are
prepared to address the increasingly complex issues that face us as an industry leader.
More than 30,000 employees are involved in 6 Sigma and are helping to shape the
Caterpillar of tomorrow.
Caterpillar Dealer Network
Caterpillar’s global dealer network provides a key competitive edge customer’s deal
with people they know and trust. Almost all dealerships are independent and locally
owned. Many have relationships with their customers that span at least two
generations. Cat dealer serve equipment, service and financing needs for customers in
more than 200 countries. Rental services are offered through more than 1,400 outlets
worldwide.
Corporate Governance
Caterpillar’s reputation for integrity is a fundamental part of the heritage and one of
the most valuable assets. Visit the Corporate Governance section for a reliable source
for the corporate governance practices the board has in place to ensure we are
building on Caterpillar’s sound reputation. As an industry leader, the company
recognizes the responsibility to help restore confidence in Corporate America, and
consider the leader itself for corporate governance practices.
Financial Strength

Caterpillar is financially strong- able to fund project programmed for future customer
needs, provide financing for dealers and customers, and reward its shareholders. We
continue to generate significant net free cash flow enabling investments in strategic
growth opportunities.
Social Responsibility
Caterpillar’s reputation for making a difference in the world is something that the
company proud. In response to the Asian Tsunami disaster, Caterpillar and its dealers
provided machines, money and resources for relief and recovery efforts. Caterpillar is
also proud to be the lead corporate donor in the Nature Conservancy’s Great Rivers
Project. And cat has once again been named to the Dow Jones Sustainability World
Index.
Shareholder Value
Caterpillar is committed to generating attractive returns for the shareholder. Strategic
growth initiatives involving the machine, engine and service businesses are expected
to drive attractive stockholder returns for years to come. Caterpillar’s quarterly
dividend has grown nearly 1000% in the last decade on split-adjusted basis. In
addition, we have repurchased approximately 77 million shares since June of 1995.
TELCON
The companies manufacture construction equipment that is used in major
infrastructure projects in India. It has remained a market leader for the past five years,
despite stiff competition. It has revolutionized the Indian construction equipment
industry, with the introduction of the V-series of hydraulic excavators. The company
has an extensive customer base that includes government and institutional buyers, and
contractors. The company was the country’s first construction equipment
manufacturer to receive the ISO 9001 certification.
Areas of business

The company has used state-of-the-art technology to manufacture excavators and
backhoe loaders. It enjoys 90% share of the crawler crane market in India. It is the
only Indian manufacturer that produces 100 tones crane. These are the largest
machines made locally. The company was the first to introduce mine-excavators in
India, and its brand EX 60, is the most successful machine to be made in India so far,
with more than 1,300 machines being sold in the last three years. It is the largest
manufacturer of hydraulic excavators in India, with over 6,000 machines in the
market. It offers the widest available range of hydraulic excavators, eight models
ranging from two tones to 60 tones in size. The company can indigenously design and
develop products.
Collaborations
The company has collaboration with Hitachi Construction Machinery Company,
Japan, for hydraulic excavators and cranes; and John Deere, USA, for backhoe loader
technology, Leberno, Spain, for compactors and CESAN, Turkey, for asphalt plants.
Locations
The company has a countrywide network of sales, service and spares
parts offices. It has modern manufacturing expertise with the latest
machine tools and automation facilities, such as robot welding and
machining centers, at Jamshedpur and Dharwad.
DEALER OUTLETS (ZONE SPLIT)
JCB V/S COMPETITIOR
COMPANY NORTH EAST WEST CENTRAL S.CENTRAL SOUTH TOT
AL
JCB 27 24 24 14 19 41 149
TATA 07 11 05 06 06 05 40
CATERPILLR 13 20 07 08 07 05 60

L&T 10 08 04 03 01 02 28
TEREX
VECTRA
04 01 XX 01 XX XX 06

BRAND PROMOTIONAL ACTIVITIES OF JCB
Some Branded products offered by JCB
These products are extensively used for brand promotion of JCB. They are offered to
dealers and employees at nominal costs. These branded products develop the feelings
of belongingness and pride among the dealers and employees. JCB also provide
incentive to dealers to sales and distribution. They opened branded product
department in the heart of the city Connaught place and Faridabad.
Standardized Dealers outlet & consistency in communication
Dealers outlet are standardized means all JCB Dealers having same ambiance as well
as furnishings the motive behind this is to avoid discrimination among dealers in
order to develop the feeling of integrity among them. All dealers using same letter
head, logo and having consistency in communication.
Tows & Shows

JCB organized tows and shows time to time for enhancing the sales and for word of
mouth promotion.
Truck Branding
Standardize co lour of all trucks carrying JCB machines for enhancing awareness
among the general public.
Standardized Uniform
The standardized uniforms for JCB employees as well as dealers in order to develop
the sense of belongings, also for raising their motivation and they feel as part and
parcel of the organization.
Terrain
JCB issue publication for the dealers to update them about any amendment in the
personnel of the company, inform about any new products launches and
achievements.
Customers Royalty Club
Packs of cap, model, watches and pens given to each JCB customer that buys
machines, this will smoothen the relationship as well as develop loyalty towards the
company.

Customer Satisfaction Survey
The company conducts customer satisfaction survey for strengthens relationship with
the customers. This will help the company on three ways:
Firstly, it will let the company know where it lacks, how it could be rectified.
Secondly, it make the customers make them feel that they are important for the
company and lastly in assessment of the sales executives performance.
Documentary in cinema halls (rural areas)
The company demonstrates corporate profile of JCB in cinema halls in rural India of
having high viewer ship of movies.

CELEBRATORY ENDORSEMENT BY NARAIN
KARTHIKEYAN
JCB hire a brand ambassador Naraian Karthikeyan for its brand promotion. Brand
ambassador could be well- known personalities from various fields: but the best suited
would be from the field of SPORTS. It is so because the product range of JCB does
not match with the personalities from some other field. He is the first Indian Formula
1 car racer.

BRANDING
Branding is more than just a business buzzword. It has become the crux of selling in
the new economy. If the old marketing mantra was, “nothing happens until somebody
sells something, “the new philosophy could be “nothing happens until somebody
brands something.”
In its simplest form, a brand is a noun. It is the name attached to a product or service.
However, upon close inspection, a brand represents many more intangible aspects of a
product or a service: a collection of feelings and perceptions about quality, image,
lifestyle and status. It creates in the mind of the customers and prospects the
perception that there are no products or services in the market that is quite like yours.
In short a brand offers the customers a guarantee and then delivers on it.
JCB build a powerful brand, which in turn is able to create a powerful marketing
program. However, if they can’t convince customers that product is worthy of
purchasing, no amount of advertising rupees, fancy packaging or public relations will
help in achieving their sales goals? Therefore, successful branding programs begin
with superior products and services, backed by excellent customer service that
permeates an entire organization.
IMPORTANCE OF BRANDING
One of the truths of modern business is that there is almost nothing that your
competitors can’t duplicate in a matter of weeks or months. If you have great idea,
You can be certain that somebody will copy it before long, and not only they will
follow your lead, but they may also be able to do better job or sell the product or
service at a lower price. The question then becomes, “what competitive edge should
we have to offer that can’t be copied by anyone else?”

Creating a strong brand identity will build mind share- one of the strongest
competitive advantages imaginable. As a result, customers will think of your business
first when they think of your product category.
A brand is the one thing that you can own that nobody can take away from you.
Everything else your competitor can steal your trade secrets. Eventually, your patents
will expire, physical plant will wear out, and technology will change, but your brand
can go on and live. It creates a lasting value above and beyond all the elements of
your business.
When should you brand?
Because of the competitive nature of business today, nearly all the industries can
benefit from branded products. All of the traditionally brand-conscious including
fashion, restaurants and consumer goods, are being forced to brand heavily- perhaps
even more strategically then they ever have in the past. Financial services, which were
one of the last effronteries, are even beginning to see the importance of branding by
tagging banking packages and even mutual funds with catchy names. Even industrial
market, where the cost is usually more of loyalty building factor, has seen brand
names creep in.
What goes into the brand?
If your product is new and unique. There is no preexisting biases towards him product
or service; it will be easy to manipulate customer’s attitudes. More often, your
product or service will have been in existence for a while and have direct competition.
And if it is does not, it will probably soon will. Therefore, products that may be
roughly equivalent in terms of their features need have a brand identity that will
impact consumer choice.
Brand identity is comprised of:
PRICING: A component of value; higher prices may signify to consumers higher
quality and lower prices may suggest decreased value.

DISTRIBUTION: Availability; limited distribution of a product or service may
imply exclusivity to discerning consumers.
QUALITY: Which impacts satisfaction; obviously, higher quality will translate to
more satisfied customers who come back again and again to purchase your offerings.
PRSENCE: Prominence in the paid & unpaid media; products and services with a
high profile market presence will lead to brand recognition and increased sales.
AWARENESS: Top off mind awareness, residual awareness and recognition, which
are directly related to presence; the higher your offerings awareness the better your
sales results will be.
REPUTATION: Enduring public opinion of brand character, which is built over time
and difficult to change once established.
IMAGE: Perception of brand traits or prototypical buyers; often represented by
qualities the consumers relates to, like reputation, image is difficult to change once
established.
BENEFITS: Consumers may equate certain positive and negative consequences with
use of your product or service these may be warranted or unwarranted.
POSITIONING SILENCE: Differentiation is from the competition, which is
established by a combination of all elements of the brand.
SHARE OF MARKET: Increased market share is a direct result of a successful
branding campaign.
CUSTOMER COMMITMENT: Loyalty is built through long term branding and
close consumer contact.

CUTOMER SATISFACTION SURVEY
OBJECTIVE:
Our objective in this survey is to determine the satisfaction level of the customer in
the NCR region mainly Noida,Greater Noida and Ghaziabad , after determining
the satisfaction level of customer, now our objective is :-
1. determine the various problems associated by the customer with consideration to
the various attributes (services, parts, performance etc).
2. determine the most popular model which is produced by the JCB INDIA LTD.?
3. determine the depth of stake in the market.
4. determine the demand of the earthmoving equipment of JCB INDIA LTD.
5. determine the overall performance of classified auto which is a dealer of JCB India
limited
METHODOLOGY
In order to come to a conclusion regarding the satisfaction level of the customer, we
have prepared a questionnaire consisting of 21 questions, both structured as well as
unstructured. Some of the question are close ended where as others are open ended.
From the questionnaire, we can easily make out as to determine the following
attributes. After critically analyzing the responses, We have used excel sheet to come
to a conclusion regarding his preference and behavior of particular respondent and
after continuing this procedure for 50 respondents from different walks of life, we
used pie charts to come to the final conclusion as to determine the positive and
negative attitudes of customer towards the JCB INDIA LTD

.
SUMMARY OF CONCLUSION AND RECOMMENDATION
Our project is to determine the satisfaction level of the customer of the JCB INDIA
LTD. The main findings of our project are that 94% of the people surveyed are
satisfied. AS out of 50 people 47 people are interested to buy JCB machine in future.
SAMPLE AND ITS CHARACTERISTICS
Earthmoving equipment is such important equipment especially in Noida, Greater
Noida, Ghaziabad region where we will not find any alternative to that. As now
these days the mentioned areas are developing a lot. Malls, buildings, shopping
centers are main attraction of these areas. This factor and also the demand from the
customer for the business purpose, which makes customer purchases equipment
frequently. Since earthmoving equipment is such a product, which is used by some
specific section of people.
DETAILED FINDINGS AND OBSERVATION
We have taken the help of pie charts to comprehend the consumer behavior. From the
excel sheet we come to know that 94% of the people surveyed are satisfied with the
performance of equipment and the company. Some customers are facing problems for
the service people related with JCB dealer. As the dealers doesn’t follow the
customers complains at proper time.

ANALYSIS OF QUESTIONNAIRES WITH DATA
AND GRAPHS
NAME:
ADDRESS:
CONTACT NO:
1. How many machines do you own of JCB?
2. Which year and which model:
Total numbers of 3D machine-71
Total numbers of 3DX machine-77
Total numbers of 4D machine-2
Total number of machines =150
Total number of customer=50

47%
52%
1%
3D
3DX
4D
3. How did you come to know about JCB machines?
a) Through a friend-30
b) newspaper-0
c) internet-0
d) Any other-20
How do you know about jcb machine
60%
0%
0%
40%
Through a friend
newspaper
internet
Any other
4. Do you use any other company’s earth mover?
a) yes-5
b) no-45

Do you use any other company earth
movers
10%
90%
yes
no

5. If yes, which other company earth mover do you use?
a) tata-4
b) L&T-0
c) Terex vectra-1
d) caterpillar-1
e) others-0
If,yes which other company
earthmover do you use
66%0%
17%
17% 0% tata
L&T
Terex vectra
caterpillar
others
6. From which dealer have you taken the `machine?
a) classified-47
b) others-3

From which dealer hav you taken jcb
machine
94%
6%
classified
others
7. Did you take any finance?
a) yes-48
b) no-2
Did you take any finance
96%
4%
yes
no
8. Are you aware of warranty period of the parts?

Are you aware of warrnty period of
the parts
80%
20%
yes
no
a) yes-40
b) no-10
9. Do you know which parts are under warranty?
a) yes-23
b) no-26
c) others-1

Do you know which parts are under
warrenty
46%
52%
2%
yes
no
others
10. How is the warranty service provided by the dealer?
(On scale of 6)
1-Very Poor 1.5 2-Poor 2.5
3-Average 3.12 4-Good 4.16
5-Very Good 5.11 6- Excellent 6.0
11. How would you rate the sales process of JCB dealer, from where you taken the
machine?
How is the warrenty service
provided by the dealer
5%
10%
14%
19%24%
28%
Series2
Series1

(On scale of 6)
1.1 1-Very poor
2.3 2-Poor
3.6 3.Average
4.27 4.Good
5.13 5-Very good
6.0 6-Excellent
Other.1
How would you rate the sale process
of jcb dealer ,from where you taken
the machine
5%
10%
14%
19%24%
28%
1
2
3
4
5
6
12. How would you rate the unscheduled repairs provided by JCB
(On scale of 6)
1.2 1-Very Poor
2.7 2-Poor
3.11 3-Average
4.16 4-Good
5.13 5-Very Good
6.0 6-Excellent

How would you rate the unsheduled repaires
provided by jcb
3%
9%
14%
57%
17%
0%
Series1
Series2
13. Where do you get your service?
a) On site-18
b) workshop-2
c) both-30
How would you get your service
36%
4%
60%
on site
w orkshop
both
14. Does the service man come as prompt as said to you?
a) yes-31
b) no-14
c) Cant say-5

Does the service man come as prompt as said
to you
62%
28%
10%
yes
no
cant say
15. How is the performance of the service engineer?
(On scale of 6)
1.1 1-Very Poor
2.1 2-Poor
3.13 3-Average
4.18 4-Good
5.14 5-Very Good
6.0 6-Excellent
Other-3

How is the prformance of service
engineer
2%2%
26%
36%
28%
0%
6% 1
2
3
4
5
6
other
16. How do you rate the Kirloskar engine in jcb machine?
(On scale of 6)
1.5 1-Very Poor
2.4 2-Poor
3.4 3-Average
4.20 4-Good
5.13 5-Very Good
6.4 6-Excellent
How do you rate kirloskar engine in
JCB machine
5%10%
14%
19%24%
28%
1
2
3
4
5
6
17. Does the service man (for kirloskar engine) come as prompt as said to you?
a) yes-40

b) no-6
c) others-4
Does the service man (for kirloskar
engine) come as prompt as said to
you
80%
12%
8%
yes
no
others
18. How is the parts availability with the dealer?
(On scale of 6)
1.7 1-Very Poor
2.8 2-Poor
3.17 3-Average
4.11 4-Good
5.6 5-Very Good
6.0 6-Excellent
Others.1

How is the parts availibility with the
dealer
14%
16%
34%
22%
12%
0%
2%
1
2
3
4
5
6
others
Question no 18(a) and 18(b) was only asked to only 17 persons
18. (A) how would you rate the parts on the basis of there pricing
(On scale of 6)
1.4 1-Very Poor
2.2 2-Poor
3.10 3-Average
4.1 4-Good
5.0 5-Very Good
6.0 6-Excellent
How w ould you rate the parts on
the bas is of pricing
5%
10%
14%
19%24%
28%
1
2
3
4
5
6

18. (B) what types of parts do you use?
a) genuine-17
b) non-genuine-0
c) both-0
What type of parts do you
use
100%
0%
0%
genunine
non-genunine
bot h
19. How would you rate the over all dealer performance?
(On scale of 6)
1.2 1-Very Poor
2.3 2-Poor
3.14 3-Average
4.18 4-Good
5.13 5-Very Good
6.0 6-Excellent

How would you rate the overall dealer
performance
5% 10%
14%
19%24%
28%
1
2
3
4
5
6
20. In future would you like to buy JCB machines?
a) yes-43
b) no-7
In f ut ure wo uld y o u like t o b uy
jc b ma c hine
94%
6%
yes
no
21. What is the suggestion that would like to suggest to JCB so as improving its
customer satisfaction?

SOME PROBLEM FACED BY THE CUSTOMER
At the time of interview some customer told about their problem they are facing for
their dealer and for the machine .Some these are
1. There complains are not followed with right time.
2. Parts are not available and in the mean time and also too costly.
3. Service department of dealer are not responding with respect to time.
4. Hydraulic leakage problem.
5. Cracks occur frequently.
6. The oil tank of JCB machine is not in proper position.
7. They have to stop there work for not availability of service people.
8. Some problem faced by Kirloskar people also.
10. The dealer promises but doesn’t deliver on time.
11. Work is not done on time and the machine could not be repaired for many days.

CUSTOMER’S VALUABLE SUGGESTION FOR JCB
• Modification is required in 3DX.
• Increase the service point of the company.
• Modification is required in 3DX as compared to 3D.
• Training programmed should be conducted for the operators.
• Increase number of service people, as demand for them are more due to
increase in machine population.
• Try to interact more with customers.
• The parts are not available with the dealer, so parts should always available.
• Follow complains in minimum time as much as possible.
• Dealers should be strict towards their staff and improve after sales services.

SWOT ANALYSIS
SWOT Analysis is an effective way of identifying your strengths and weaknesses and
of examining the opportunities and threat.
What makes it particularly powerful is that with a little thought, it can help you
uncover opportunities that you are well placed to take advantage of. And by
understanding your weaknesses, you can manage and eliminate threats hat would
otherwise catch you unawares.
More than this, buy looking at yourself and your competitors using the SWOT
framework, you can start to craft a strategy that helps you compete successfully in
your market.
Strengths
1. Old entrant:
As JCB is oldest entrant in field of construction equipment, it carrying a long lasting
brand image. In India, JCB is a generic name for backhoe loaders. It is the first
company to bring in Backhoe loaders and telescopic handlers to India, as also the first
to market and service earthmoving and construction equipment through dealer
networks. JCB 3D is today the single largest selling industry. All demolition products
in India are generically pronounced as JCB.

2. Branded products departments:
JCB is having branded product department for brand promotional activities. It is
having massive turnover around 15OO CRORES. It plays a crucial role in making
awareness among the general public. They offer variety of eye-catching product,
which lure the customers for impulse buying. They are unveiling new products time to
time according to the latest trend. Some of the products offered by branded products
to customers and employees.
3. World-class dealer network:
JCB is having highest number of dealers, which actively participate in promotion of
goods. They sponsored branded products in the Conferences, trade fare etc the motive
is not only to luring new customers but also for creating local awareness about the
JCB.
4. Sound marketing strategy:
JCB personnel having versatile approach they persistent in pursing world class
promotional strategies. They choose effective media to tap the untouched market. The
sound marketing strategies follow up by the companies are celebratory endorsement
by
Narain Karthekeyan (Formula 1 Car Racer), participation in Exon Exhibition, and
coverage in world best leading newspaper like Business Standard, Deccan Herald,
City Express etc, standardization of dealer’s outlets.
5. International Presence:
JCB is word reckoned name in the construction earthmovers equipments. JCB took
off by different new machines and innovations and spread over 150 countries. JCB
India Limited of United Kingdom, which is ranked, wholly owns it in the top five
manufacturers of earthmoving and construction equipment in the world. JCB is
considered one of the Britain’s most impressive success stories and is world no.1

producer of backhoe loaders. As JCB having premium market share in construction
earthmovers equipments, its brand value is very high.
Weakness
Although the company is self sufficient in economic resources but still it is lacking in
taking initiative in brand promotional activities against its competitors. Mainly the
weakness of the company depends on the dealers. As the dealers is the face of the
company.
Opportunities
1. Developing of Indian Economy:
It provides immense opportunities for the JCB to uphold among general public by
enhancing its brand promotional activities like exhibition, workshops and by deeper
penetration of branded products.
2. Advancement of media communication:
Advancement of media communication proves a boon for the JCB to create a
distinct and unbeatable image in world.
Threats
1. Branded product:
As JCB branded products demand is increasing significantly, it creates threat to the
JCB, as it may takeover JCB earthmovers.
Brand image and might be recognized as branded products. As Caterpillar as
recognized as shoe company.
2. Entering of new entrant:
In India, as globalization took place it brings immense opportunities for
construction equipment companies. So numbers of competitors are increasing, as an

undesirable manner, which might follow unexpected marketing strategy in terms of
rumors for eating the market share of JCB this, will hamper the brand image of the
company.

LIMITATIONS
Though the present study aimed to achieve the above-mentioned objectives in full
earnest and accuracy, it was hampered due to certain limitations. Some of the
limitations of this study may be summarized as follows:-
• Getting accurate responses from the respondents due to their inherent
problems were difficult. They were partial, and refused to cooperate.
• Since we did not had the privilege to work on a large scale, so many finding
and recommendations may not be as much in tune with their ground realities
as may be considered desirable.
• Last but not the least, the time constraint faced in the project might have
affected the comprehensiveness of its findings.

CONCLUSIONS
JCB is having 84% market share in earth mover’s field in India.
During two months of my training I have studied the various strategies of JCB brand
positioning and customers view towards the company. Branded product department
plays a significant role in JCB brand building. It generates high revenue for company.
It is having massive turnover around 15OO Cores. It plays a crucial role in making
awareness to the general public. They offer variety of eye-catching product, which
lure the customers for impulse buying. They unveil new products time to time
according to the latest trend.
Publication of magazines “Terrain” for employees and dealers in order to update them
of any amendment in the personnel of the company and any achievement of the
company due to their valuable contribution leads to enhance the moral of the
employees.
The company conducted the customer satisfaction survey for strengthens relationship
with the customers. This will help the company for there future products
development:
It will let company know where it lacks, how it could be rectified.
It make the customers make them feel that they are important for the company and
lastly in assessment of the sales executives performance.
About the earthmoving industry: The Indian earthmoving is also increasing in an
incredible manner. The main reason behind this is the ever-developing Indian
economy. With the economic development, the frequency of the construction in every
sector either it is road or bridge or anything have increased tremendously because of

the old players are increasing their capacity and new players are emerging at very
rate. Although the new players cannot harm the old once but what they can do is that
they can eat away some of the market share of the companies. Thus, big players take
this point into consideration and develop their strategies.
The main issue to modify the 3DX machine is already on progress. Company is
working to modify the machine which has a great demand on the market.

RECOMMENDATIONS
1. Take regular feedback from the customers, dealers and suppliers. This will help
like:
Firstly, it will let the company know where it lacks, how it could be rectified.
Secondly, it make the customers make them feel that they are important for the
company and lastly in assessment of the sales executives performance.
2. Suggestion Box should be kept in the company so that innovative ideas from
employees should be appreciated which help in getting cost measures and for
smoothen the functioning of the company.
3. Monthly conferences, seminars and workshops to help in expanding knowledge and
stay on the cutting edge of the latest marketing trends.
4. Conducting numerous social activities, as corporate social responsibility. So that
people will know better about the company. Now a day this is a main way to brand
promotion.
5. Start promotion of branded products at a large scale and slowly keep penetrating
into the market.
6. Company always should keep eyes on their dealers, to give maximum satisfaction
to the customers.
7. Company must develop the 3DX model so that it will create a good market than
before.
8. Actively participate for sponsorships, owning of events or sports.
JCB must include with the corporate social responsibility, which indirectly creates a
good image in the society .so more people know about the company.

9. Dealers should be strict towards their staff and improve after sale services.
10. The service should be done quickly for faults which occur suddenly.

ABOUT CUSTOMERS
SI.N
O NAME PH.NO ADDRESS
NO.
OF
MACH
INES MODEL BANK
1 Shivi Bhagwan 9811300718 Suraj pur 4 3D(2)/3DX(2)
hdfc/icici/kotak
mahindra
2 Irfan 9312405211 Ghaziabad 3 3DX(3) Kotak mahindra
3 Sohan Chand 9313040048 Ghaziabad 8 3DX(2)/3D(6)
Hdfc/icici/magma
finance
4 B.R.Arora 9871950865 Faridabad 3 3D(1)/3DX(2)
Gujrat bank/Vijya
bank
5 Kashna Construction 9810391322 Faridabad 1 3DX(1) Icici
6 Deepak Brick 9818264490 Ghaziabad 1 3D(1) Didn't say
7 T.P.Company 9810391322 Noida 1 3DX(1) Icici
8 Tayab Singh 9810414736 G. Noida 5 3DX(2)/3D(3)
Kotak mahindra/Citi
financial
9 Surinder Singh 9312983679 Noida 1 3DX(1) Hdfc
10 Conquera New India 9911157443 Gurgaon 1 3DX(1) Icici
11 Nrender Awana 9811652916 Faridabad 4 3DX(4) Magma finance
12 I.S.Pradhan 9818348572 Muradnagar 12 3DX(4)/3D(8)
Kotak/icici/Hdfc/AB
N Amro
13 G.L.F.Builders 9811068888 Kudhraour 1 3DX(1) Kotak mahindra
14 Bobby Earth Movers 9899339842 Noida 2 3DX(1)/3D(1) Citi group
15 Jat Ambey 9891246007 Delhi 4 3DX(1)/3D(3) Did n't say
16 Yumesh Ali 9810163278 Ghaziabad 2 3DX(1)/3D(1) Kotak mahindra
17 K.S.Constuction 9811513617 Noida 2 3DX(1)/3D(1) Magma finance
18 Raja Constuction 9871132555 Delhi 1 3DX(1) Magma finance

19 Mohd.Irfan 9312365235 Baghpat 3 3DX(3) Did n't say
20 Vijender Singh 9312022704 Jhajjar 2 3DX(2) Hdfc/Magma finance
21 S.K.Construction 9811300718 Shikarpur 4 3DX(2)/3D(2) Hdfc/Icici
22 Shyamlal Company 9810931954 Jhajjar 6 3DX(3)/3D(3) Hdfc
23 Kedar Singh 9350519029 Haryana 1 3DX(1) Did n't say
24 Mukesh Kumar 9818919140 Meerut 1 3DX(1) Kotak mahindra
25 Pasupati Nath 9313621447 Noida 1 3DX(1) Magma finance
26 Shoam lal Nsons 1155905418 Delhi 2 3DX(1)/3D(1) Syndicate bank
27 Kamal Kishore 9837244446 Delhi 3 3DX(1)/3D(2) Citi group
28 Rvinder Kadiyam 1122117259 Delhi 2 3D(2) Hdfc
29 Khuswant Singh 9313085190 Delhi 3 3D(2)/4D(1)
Hdfc/Icici/Kotak
mahindra
30
Shri Balaji
Enterprises 9412215391 Noida 1 3DX(1) Magma finance
31 Mnoj Kumar 9212708870 Delhi 1 3DX(1) Hdfc
32 Ikrramudinn 9810447739 Noida 4 3DX(2)/3D(2) Hdfc
33 Manoj 9818264496 Ghaziabad 1 3DX(1) Bank of baroda
34 Prakash Singh Phati 9811993306 G. Noida 4 3DX(3)/3D(1) Kotak mahindra
35 Sarjit Kathana 9810371560 Delhi 7 3DX(4)/3D(3)
Kotak mahindra/Citi
financial
36 Vikash Mallik 9310544495 Ghaziabad 1 3DX(1) Hdfc
37 D.K.Grag 9810026019 Ghaziabad 4 3DX(2)/3D(2) Centurian bank
38 Omveer Singh 9350087415 G. Noida 12 3DX(4)/3D(8)
Kotak
mahindra/Magma
finance
39 Vupinder Singh 9810414736 G. Noida 6 3DX(1)/3D(5) Kotak/Icici/Citi
40 Joginder Singh 9311091955 Delhi 6 3DX(4)/3D(1)/4D(1) Kotak/Citi
41 Yougesh Mawi 9810510749 Noida 3 3D(3) Hdfc/Kotak
42 Bency 1126436342 Delhi 1 3DX(1) Centurian bank

43 Glushan Kumar 9213618777 Delhi 1 3D(1) Citi group
44 Sanjay Sharma 9811134522 Delhi 3 3DX(1)/3D(2) Icici/Kotak mahindra
45 Sipral Singh 9811736000 Delhi 2 3DX(2) Citi group
46 Anil Kumar 9412059577 Dehradun 2 3DX(2) Icici
47 Per Infrastucture didn't say Noida 2 3DX(2) Did n't say
48 Son chand didn't say Delhi 1 3D(1) Kotak mahindra
49 Ravinder Kumar 9811612382 Delhi 4 3D(4) Hdfc/Kotak/Citi
50 Ajmer Singh 9810026019 Ghaziabad 1 3DX Kotak Mahindra
BIBLIOGRAPHY
1. www.jcb.com
2. http://www.info4india.com/indian-personality/Narain-karthikeyan-the-racing-
wonder.shtml
3. www.google.com
4. www.bitpipe.com/tlist/Branding.html
5. www.kotlermarketing.com/resources/philipkotler
6. www.allaboutbranding.com

7. www.icjonline.com
8. www.terexvectra.com
9. www.larsenturbo.com/divbusiness/jvlntcase.html
10. Marketing Research of Harper W.Boyd
11. E commerce weekly
12. Web marketing today
13. Virtual Promote

TABLE OF CONTENTS
• Objectives 1
• Methodology 2
• Industry Profile 3
• Company Profile 6
• Vision, Mission 12
• General Policy Statement 3 14
• Product Range 16
• Analyze the JCB Competitors 20
• Analyze the Brand Promotional Activities 30
• Branding 34
• Customer Satisfaction 38
• Analysis 41
• SWOT Analysis 54
• Limitations 58
• Conclusions 59
• Recommendations 61
• About Customer 63
• Bibliography 66

ACKNOWLEDGEMENTS
At the outset, I would like to thank JCB INDIA LIMITED for giving me the
approval to this project in the organization. I thank my company guide, Mr. AMIT
SHRIVASTAV for this encouragement and contribution of time, counsel, materials,
and for coordinating the project work and giving me guidance. This project would not
have been possible without his help. I am very grateful to Mr. Shyam Bihari Dubey,
faculty of Institute of Management & Technology.
I am thankful to many individuals in the sales department of JCB INDIA LIMITED
for the encouragement and professional assistance.
A heartfelt thanks to the many respondents surveyed whose ideas, critical insights and
suggestions have been invaluable in the preparation of this report. Last but by no
means the least I would like to convey my special thanks to all the faculty members of
IMT, for giving me the opportunity to work on this project.
I also Thankful to my Parents
Amit Kumar

Amit kumar

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