This document appears to be a project report submitted by Faraz Wahid Jauhar to the University of Pune in partial fulfillment of a master's degree. The report provides a comprehensive study of customer satisfaction for the Ford Eco-Sport at Y Z Ford dealership in Aurangabad, India. It includes sections on the company profile of Y Z Ford, research methodology, data analysis, findings and conclusions, and suggestions. Y Z Ford is the sole Ford dealership in Aurangabad district and sells various Ford models like the Ford Fiesta, Endeavour, and Eco-Sport in segments like sedan, SUV, hatchback, and urban SUV. The report aims to understand customer needs and evaluate factors influencing

1. A PROJECT REPROT ON
“A COMPREHENSIVE STUDY ON THE CUSTOMER SATISFACTION FOR
THE FORD ECO-SPORT”
FOR
Y Z Ford
BY
FARAZ WAHID JAUHAR
UNDER THE GUIDANCE OF
PROF. AMOL OHAL
SUBMITTED TO
UNIVERSITY OF PUNE
IN PARTIAL FULFILLMENT OF MASTER’S DEGREE IN BUSINESS
ADMINISTRATION
THROUGH
NBN SINHGAD SCHOOL OF MANAGEMENT STUDIES
BK AMBEGAON, PUNE – 411041
(2012 – 2014)
1

2. 2

3. DECLARATION
I Faraz Jauhar a student of NBN SINHGAD SCHOOL OF MANAGEMENT
& STUDIES, PUNE, Hereby declare that the project titled “A COMPREHENSIVE
STUDY ON THE CUSTOMER SATISFACTION FOR THE FORD ECO-SPORT”
at Y Z Ford, Aurangabad, which has been submitted by me to the University of
Pune during the year 2013 – 2014, is an original work and has been reproduced
from any source.
I confirm project report does not contain of commercial and confidential
nature or include personal information other than that which would normally be in
the public domain for which relevant permission has been obtained.
I also declare that I have done my work sincerely and accurately even then if
any mistake or error had kept in it, I request the readers to point out this error &
guide me to remove these errors in future.
Date-
Place- AURANGABAD
FARAZ JAUHAR.
3

4. ACKNOWLEDGEMENT
I take immense pleasure to thank a number of people who have supported &
helped me throughout the completion of my project on “A COMPREHENSIVE
STUDY ON THE CUSTOMER SATISFATION FOR THE FORD ECO-SPORT”
in Y Z Ford It is great pleasure to get an opportunity for two month’s training
period at Y Z Ford, Aurangabad. I have gained valuable industrial experience. It
gives me an immense satisfaction in presenting my project.
I thank Mr. Mahesh Zaveri (Managing Director) for giving me opportunity
to work at the dealership. I take this opportunity to express my gratitude and
thanks to providing constant support, encouragement and expert guidance in
accomplishing the project. Moreover this guidance has not only kept me on track,
but inspired to take up any challenging task in future.
It gives me heartily pleasure and satisfaction to present this project. I have
endeavored to present in most suitable. I am thankful to my project guide Prof.
Amol Ohal, who gave me this opportunity to work on this project which helps me to
know the application of theoretical concept in practical world and for providing
timely guidance during the course of project. Lastly, I would thank to all the people
who directly were a part of my project and helped me to successfully complete my
project.
FARAZ JAUHAR.
4

5. INDEX
CONTENTS
Chapter. No
TITLE Page no.
1 Executive Summary
2 Introduction
3 Company Profile
4 Research Methodology
5 Data Analysis
6 Findings & Conclusions
7 Suggestions
8 Bibliography
9 Appendices
5

6. Ch.1 Executive Summary
6

7. EXECUTIVE SUMMARY
Y Z Ford is a dealership which provides a place and sells the Ford products,
viz cars as well as provides the spare parts and after sales and before sales services
such as customer can consult in concern to the Ford Car’s enquiry as well as in
concern with their queries and problems about the products owned by them. And
after sales services are the regular servicing and checking of the cars.
Y Z Ford handles the marketing of the Ford Co. as brand and cars in the
Aurangabad city as the Y Z Ford is the only sole Ford dealership in the whole
Aurangabad.
It is a dealership with a vision to be the first and only dealership in the
Aurangabad district and to well known outside the district for its exciting new offers
and attractive schemes.
Y Z Ford aims to deliver customer satisfaction by providing a unique
solution to their problem and to accomplish this vision the employees here are
trained as a sales consultant which is far different from the concept of the sales
executive, thus in this way it becomes easier to provide the customer satisfaction.
As the Y Z Ford is the dealership for the Ford Motor Company which is a
well known Car Manufacturer as well as the Ford Motor Company is amongst the
Top Five Car Manufacturers all around the world.
INDUSTRY OVERVIEW
TOP FIVE CAR MANUFACTURERS
1. Toyota (Japan)
2. General Motors (USA)
3. Volkswagon Group (Germany)
4. Ford (USA)
5. Honda (Japan).
7

8. As well the Ford Motor Company has a remarkable history and it goes in
this way:
1. 1903: Henry Ford sets up shop in a converted wagon factory
2. 1908: Ford's Model T is introduced
3. 1922: Lincoln Motor Company is acquired
4. 1945: Henry Ford II is appointed company president
5. 1963: Ford Mustang is released
6. 1985: Ford Taurus is introduced
7. 1989: Jaguar Cars Ltd. is acquired
8. 1999: Swedish automaker Volvo is acquired in a $6.45 billion deal
9. 2001: The company takes a $2.1 billion charge to cover the cost of
replacing the Firestone tires on its vehicles; William Clay Ford, Jr., is
named CEO.
8

9. CH.2 INTRODUCTION
9

10. BASIC THEORETICAL CONCEPT
The term marketing has changed and evolved over a period of time, today
marketing is based around providing continual benefits to the customer, these
benefits will be provided and a transactional exchange will take place.
The Chatered Institute of Marketing define marketing as 'The management
process responsible for identifying, anticipating and satisfying customer
requirements profitability'
If we look at this definition in more detail Marketing is a management
responsibility and should not be solely left to junior members of staff. marketing
requires co-ordination, planning, implementation of campaigns and a competent
manager(s) with the appropriate skills to ensure success.
Marketing objectives, goals and targets have to be monitored and met,
competitor strategies analyzed, anticipated and exceeded. Through effective use of
market and marketing research an organization should be able to identify the needs
and wants of the customer and try to delivers benefits that will enhance or add to
the customers lifestyle, while at the same time ensuring that the satisfaction of these
needs results in a healthy turnover for the organization.
Dr. Philip Kotler defines marketing as 'satisfying needs and wants through
an exchange process'
within this exchange transaction customers will only exchange what they
value (money) if they feel that their needs are being fully satisfied, clearly the
greater the benefit provided the higher transactional value an organization can
charge.
P. Tailor of www.learnmarketing.net suggests that 'Marketing is not about
providing products or services it is essentially about providing changing benefits to
the changing needs and demands of the customer' (P.Tailor 7/00)'
the main aim behind carrying out this project was to know the customer
review and satisfaction and also to better explain and benefit the company the
company to know about the different factors responsible for customer satisfaction.
10

11. OBJECTIVES OF THE STUDY
1. To know or to understand the consumer.
2. To know how to segment the product accordingly.
3. To know how to communicate with the customer.
4. To apply Need Assessment method to determine the need, requirement and
wants of the Customer.
5. To study how to create the importance/value of the product.
SCOPE OF THE PROJECT
1. This project will help the company to launch new promotional schemes and
offers in the future.
2. From this project company will know about the level of customer satisfaction
from the service rendered by the company till date.
3. Based on this research the company will have high profitability of success
regarding promotional strategy.
4. It will help the company to know the customer's review and opinion after the
purchase of the Ford Eco-Sport and other Ford services and products.
11

12. CH.3 COMPANY PROFILE
12

13. COMPANY PROFILE
Y Z Ford is a Dealership for the Ford India or the world famous Car
Manufacturer the Ford Motors. The owner of the Y Z Ford is Mr. Yogesh Zaweri,
the address of the showroom is 91 Y Z Ford West Aurangabad-431001,
Vittalachidaya A-4, Town centre, Cidco, located in the Cannaught Place which has
became a famous landmark in the world famous Aurangabad City which is more
connected to the past historic world and full of historic monuments, Aurangabad
district, Maharashtra, India which is the only dealership in the whole Aurangabad
district as well provides the servicing centre for the Ford Customers. now that the Y
Z Ford is along with the Ford India or the Ford Company which has a fascinating
Present and is amongst the Top Five Car Manufacturers in the World also posses a
remarkable history.
13

14. 14
Dealer Principal
Mr. Yogesh Zaveri
Director
Mr. Mahesh Zaveri
ASM
Mr. Basharat
Sayyed
QCS
Coordinator
Ms. Nilima
Pardeshi
Office Asst.
Ms. Chanda
Prasad
Sales Consultant
(Team Leader)
Mr. Ibrahim Sayyed
Sales Consultant
Mr. Gajanan
Chavhan
Sales Consultant
Mr. Mujaheed
Mohd.
Sales Consultant
Ms. Pranali
Landge
Sales Consultant
Mr. Rafi Siddiqui
Sales Consultant
Mr. Aslam
Shaikh
Sales Consultant
Mr. Minhaaj
Shahjahan
Accounts Manager
Mr. Mahajan Sir
Receptionist
Ms. Varsha
Tupe
Data Entry
Operator
Telecaller
Kirti Gupta
Driver
Mr. Ansar
Driver
Mr. Akbar
Accounts Asst.
Mr. Kulkarni Sir
Cashier
Mr. Vaidya Sir
Y Z FORD
ORGANIZATION &
STRUCTURE

15. THE ORGANIZATION & STRUCTURE
MR. YOGESH ZAVERI WITH THE PRESIDENT & CEO MR. ALLAN
MULLALY.
The Organization comprises of the following H.O.D of Y Z Ford:
Mr. Yogesh Zaveri is the Owner or the Proprietor
of the Ford showroom, he owns the dealership of the Ford
Motors which is the only one in the whole Aurangabad
district and is very much famous that it is counted as the
landmark in the Aurangabad city.
Mr. Mahesh Zaveri is the Director of the YZ Ford
showroom; he is also the key person in the firm as well as
has the experience in the car industry and has tremendous
knowledge about the cars and its mechanism.
15

16. Mr. Sayyed Basharat is the A.S.M (Aurangabad Sales
Manager). He is the head of the Sales Department in the YZ Ford.
Mr. Syed Ibrahim is the Team Leader of the Sales Team
which consists of the Sales Consultants.
OUR VISION
To be the number one dealership in the country with strong commitment to
innovation & excellence followed by comprehensive quality assurance philosophy
towards our customer while upholding the endurance, ethical practice & a staunch
belief in the value system.
SALES
The objective is to keep pace with competitive edge, speed of business to
deliver products & services that meets customer's need or requirement making
them satisfied & assist customer in such a way that make them visit the showroom
again.
The sales portfolio consists of vehicles which are classified into the following
segments:
1. Sedan or Saloon
2. SUV
3. Hatchback
4. Urban SUV
16

17. SEDAN:
The Sedan class or the Sedan Segment consists of the Luxury cars which are
mostly the choice of Professional persons like the Lawyers, Doctors, etc. The Sedan
or the Saloon is a passenger car in a three-box configuration with A, B & C - pillars
and principal volumes articulated in separate compartments for engine, passengers
and cargo. The passenger compartments features two rows of seats and adequate
passenger space in the rear compartment for adult passengers.
There are two vehicles in the Sedan or the Saloon segment from Ford, one of them is
the very much famous worldwide for its average as well has its name in the Limca
books of records, the Ford Fiesta Classic, launched after the Ford Ikon. The Ford
Global Fiesta also comes under the Sedan or Saloon segment.
17

18. The Ford Classic comes with
a First-in-class Bluetooth and iPod Connectivity. Supportive, the Bluetooth enabled
MP3 player with CD player, an aux-in and 4 speakers lets you play favorite track on
iPod, phone and more. This feature is available only in the Titanium variant.
The performance of any car
depends on the capability of its engine. The all new Ford Classic Titanium is
equipped with Duratec petrol engine which gives a mileage of more than 21Kmpl*
on road and its Duratorq Diesel engine gives a mileage of more than 32Kmpl*. This
means that the all new Ford Classic Titanium is highly efficient, gives great mileage
and hence, is very economical.
The 1.6L Duratech Petrol 1.4L Duratorq Diesel (TDCi): hit the road with
confidence. This state-of-the-art engine delivers class leading fuel efficiency so that
you can go the extra mile.
FUEL ECONOMY FUEL ECONOMY
PETROL 21.27kmpl** DIESEL 32.38kmpl**
SAFETY & SECURITY:
18

19. Airbags deploy with help of RCM (Restraints
Control Module) which senses the impact during collision.
The fog lamps are integrated smartly
in the front bumpers which provide better visibility during foggy conditions.
Drive-away locking system ensures
all doors lock automatically when the vehicle travels at speeds above at 7 kmph.
19

20. Key and Remote Central Locking with
programmable unlock function. The remote system can be programmed to open
only the driver’s door with one click and others with the second click or open all
doors with one click. Simply, hassle-free!
Exquisitely composed and
crafted Beige Interiors add more oomph to your style and make your drive suave.
As well the Ford Fiesta Classic comes with the new Beige interiors, New
Alloy Wheels, Front Fog Lamps, Turn Indicators on ORVM*, Driver & Front
Passenger Airbags, First-in-class Programmable Keyless Entry, Drive Away Locks.
the Ford Services provides with a 2 year/1,00,000 kilometres warranty and
an option to purchase 'EXTENDED WARRANTY' that covers the car against all
electrical and mechanical failures for an additional period. For those who choose to
have the entire maintenance of the car covered, there is the 'TOTAL
MAINTENANCE PLAN' which offers complete peace of mind. 'FORD SERVICE -
20

21. ROADSIDE ASSISTANCE PROGRAM'*, a 24 hour helpline is available to all
Ford owners across India.
SUV:
A sport utility vehicle (SUV) is a vehicle similar to a station wagon or estate
car, usually equipped with four-wheel drive for on- or off-road ability. Some SUVs
include the towing capacity of a pickup truck with the passenger-carrying space of
a minivan or large sedan.
Since SUVs are considered light trucks in North America, and often share
the same platform with pick-up trucks, at one time, they were regulated less strictly
than passenger cars under the two laws in the United States, the Energy Policy and
Conservation Act for fuel economy, and the Clean Air Act for emissions. Starting in
2004, the United States Environmental Protection Agency (EPA) began to hold
sport
utility vehicles to the same tailpipe emissions standards as cars. The term is not used
in all countries, and outside North America the terms "off-road vehicle", "four-
wheel drive" or "four-by-four" (abbreviated to "4WD" or "4×4") or simply use of
the brand name to describe the vehicle like "Jeep" or "Land Rover" are more
common. In Europe the term SUV has a similar meaning, but being newer than in
the US it only applies to the newer street oriented one, where-as "Jeep", "Land
Rover" or 4x4 are used for the off-roader oriented ones. Not all SUVs have four-
wheel drive capabilities, and not all four-wheel-drive passenger vehicles are SUVs.
Although some SUVs have off-road capabilities, they often play only a secondary
role, and SUVs often do not have the ability to switch among two-wheel and four-
wheel-drive high gearing and four-wheel-drive low gearing. While automakers tout
an SUV's off-road prowess with advertising and naming, the daily use of SUVs is
largely on paved roads.
Popular in the late-1990s and early–mid-2000s, SUVs sales temporarily
declined due to high oil prices and a declining economy. The traditional truck-based
SUV is gradually being supplanted by the crossover SUV, which uses an automobile
platform for lighter weight and better fuel efficiency, as a response to much of
21

22. the criticism of sport utility vehicles. But by 2010, SUV sales around the world
recovered, in spite of high gas prices.
In this segment Ford Endeavour is a grand name, the all new Ford
Endeavour, muscle clad in contemporary new skin.
The new Ford Endeavour is built to lead. A perfect combination of power,
style, comfort and safety, the exciting new Ford Endeavour can take on anything the
road throws at it. Under the bold new hood, behind the imposing new headlights,
beneath the chrome highlights and sculpted tailgate and in the purposeful air
intakes, lurks a beast that was born to be ahead. Kitted with 245/70 R16 tubeless
tyres and a sturdy under-body shield, the Ford Endeavour will take on any terrain
and come out unscratched. The unique overlapped, cross-braced chassis inspires
confidence as the powerful engine gets you where you belong. Right out there way
ahead of the rest.
Power at its peak: The all new Ford Endeavour
owes its power to the best-in-class 3-litre Duratorq
TDCi engine, delivering 380Nm of earth biting
torque and 156PS of raw power to give you the true
4x4 experience. You also have option of a 2.5 litre
22

23. Duratorq TDCi engine that delivers 143PS power and 330Nm torque, adding
quickness and agility to ultimate driving comfort.
All-Round Safety: With a segment
first side-airbags and a whole host of other safety features, you can be assured that
in the new Ford Endeavour, safety never takes a backseat. sitting in the Ford
Endeavour you are cocooned in a shell with front driver and passenger airbags,
Anti-lock Braking Systems (ABS) with Electronic Brake Force Distribution (EBD)
that ensure your safety is of top priority, no matter what.
MORE SPACE FOR MORE ACTION:
The space inside the Ford Endeavour is in sharp contrast with the harsh
terrain on the outside. With innovative stowage spaces, refreshed instrument panel
and all-new plush camel interiors your ride will be as comfortable as it can be. add
23

24. double folding 2nd row seats and lots of space for tackling those oversized holiday
bags and gear, and you have an off-roader with maxed-out space.
AUTOMATIC CONTROL:
The all-new automatic transmission
transfers all the whooping power from the 3.0 L engine to the wheels effortlessly.
With the new Ford Endeavour, Ford has employed ultra-modern technology to
create an ultra-responsive SUV that converts every last drop of fuel into the power
to get ahead. The automatic transmission transfers the whopping power of the 3.0 L
engine to the wheels effortlessly. The Ultra-modern Ford technology helps create an
ultra-responsive SUV that keeps you ahead of the pack.
24

25. 4 WHEEL DRIVE ON-THE-FLY:
When the road gets rough
and you know you’re going to have to wrestle with the terrain or when the terrain
needs tackling, just roll up your sleeves, just shift to 4X4 mode, on the fly. Our 4x4
automatic transmission features an electric Shift-on-Fly system for selection of 2WD
or 4WD. A proven-tough Borg-Warner transfer case ensures traction is evenly
supplied to all 4 wheels. So you get past tricky spots with the confidence that only a
trailblazer can boast of.
NEW SATNAV SYSTEM WITH IN-CAR DVD PLAYER:
No 4x4 experience is complete
without high-tech gadgetry! The touch activated, GPS-enabled SATNAV system
gives you the confidence to discover new destinations. Bluetooth enabled, the easy-
to-use touch screen doubles up as an audio menu to access music. Switch to the in-
car DVD player and enjoy a true home theatre experience, miles away from home.
25

26. REVERSE PARKING CAMERA:
When you've reached the edge
of nowhere and need to go back on the path you came on, simply switch to reverse
gear and the SATNAV System automatically shifts into reverse parking camera
mode. Go back without ever having to look back. Also the Ford Endeavour comes
with a 2-year factory warranty and an option to purchase 'EXTENDED
WARRANTY' that covers the car against all electrical and mechanical failures for
an additional period. For those who choose to have the entire maintenance of the car
to be covered, there is the
'TOTAL MAINTENANCE PLAN' which offers complete peace of mind. 'FORD
SERVICE - ROADSIDE ASSISTANCE PROGRAM'*, a 24 hour helpline is
available to all Ford owners across India.
HATCHBACK:
Hatchbacks may be described as three-door (two entry doors and the hatch)
or five-door (four entry doors and the hatch) cars. A model range may include
multiple configurations, as with the 2001–2007 Ford Focus which offered sedan
(ZX4), wagon (ZXW), and three or five-door hatchback (ZX3 and ZX5) models. The
models typically share a platform, drivetrain and bodywork forward of the A-pillar.
Hatchbacks may have a removable rigid parcel shelf, lift able with the tailgate, or
flexible roll-up tonneau cover to cover the cargo space behind the rear seats.
26

27. The Ford Figo is a subcompact automobile manufactured by Ford
India in Chennai, India. Based on the Mark V European Ford hatchback, the Figo
has been sold in developing countries since March 2010.
The Ford Figo was unveiled in New Delhi in September 2009. It is based on
the same small car platform used for the Ford Fiesta and resembles the mark 5
Fiesta but with revised front and rear treatments. It is actually slightly smaller than
the Fiesta which Ford also sells in India.
The name "Figo" is a colloquial Italian word meaning "cool". It was
launched to the Indian market in March 2010, and by July 2010 there were 25,000
sales bookings across all variants. A facelifted model of the Figo was launched on
October 15, 2012. This facelift model included a larger hexagonal grill, redesigned
head and tail lamps, and was released in South Africa in January 2013.
The Ford Figo is available in both petrol and diesel versions, all with five
speed manual transmissions and power steering as standard. Both engines meet the
BS-IV (Bharat Stage - IV) emission norms.
The Figo diesel is equipped with the same 1.4L engine which is currently
powering the Ford Ikon and Ford Fiesta and the Indian petrol version is equipped
with a new 1.2L. The petrol variant gives a mileage of around 12.5 kmpl in the city
while on the highway it offers around 15.5 kmpl. And the diesel returns a mileage of
around 16 kmpl in the city while on the highway it delivers a mileage of 19 kmpl.
The top speed of both the versions is 200kmph.
27

28. The Figo is available in a range of specifications including LXI, EXI, ZXI
and Titanium.
Ford Figo Petrol Variants
Ford Figo Petrol LXI: It is the base petrol variant, which comes with basic
features. Ford Figo Petrol Celebration Edition: It is a special limited time edition,
which is based on the Figo Lxi with add on features like satellite navigation system,
rear parking sensor, rear spoiler, limited edition seat cover, branded scuff plates.
Ford Figo Petrol EXI: It is the mid variant, which comes with some
additional features like Passenger side ORVM, Full Wheel Covers, Front Power
Windows, Remote Trunk Open and Fabric Insert on Door Trims, Passenger Vanity
Mirror on Sun Visor, Removable Parcel Tray, Music System, Central Locking,
Keyless Entry and Engine Immobilizer.
Ford Figo Petrol ZXI: It is a plusher variant and comes with additional
functionalities over the EXI variant, like Body Colored ORVM and Door Handles,
Chrome Finished Front Grille, Side Repeaters and Tailgate Opener, Height
Adjustable Driver Seat, Automatic Adjustable ORVM, Cargo Area Lamp,
Tachometer, Rear Wash/Wipe and Defogger and Tilt steering.
It also comes with infotainment features like Phone Interface through Bluetooth and
USB port on stereo.
Ford Figo Petrol Titanium: It is the top-of-the-line petrol variant, which is
fully loaded with Six Speed Variable Intermittent Front Wipers, Anti Drip Wiping
and alloy wheels with all the features offered on the Figo ZXI. The variant also has
some advanced safety features like ABS with EBD, Dual Front Airbags.
Ford Figo Diesel Variants: Ford Figo Diesel LXI: It is the base diesel variant,
it sports the same features as the Figo Petrol LXI. Ford Figo Diesel Celebration
Edition: It is the same petrol Celebration Edition with 1.4L Duratorq diesel engine.
Ford Figo Diesel EXI: It is the mid diesel variant and has all the similar
features offered on its petrol counterpart.
Ford Figo Diesel ZXI: The variant has all the similar features, on offer with
the Figo Petrol ZXI.
28

29. Ford Figo Diesel Titanium: It is the top of the line variant of the Ford Figo,
hence it comes fully loaded just like Figo Petrol Titanium.
HEAD LAMPS:
The Headlamps provide an irresistible
appeal to a bold ride like Figo as well as provides a clear & brighter vision.
• Wide-eye shaped headlamps make the Figo look amazing on road.
• The exotic appeal of the headlamps make your Figo stand apart.
Provides a unique identity to the car and you.
FOG LAMPS:
The Fog Lamps are integrated into the front bumper
which provides a better visibility in the smog or foggy conditions.
NEW FRONT BUMPER:
29

30. Ford Figo’s stylish front has just
got swankier with its eye catching chrome grille and fender which is flexible enough
to get back in its original form without leaving any dent on it if any kind of collision
takes place.
• It has an attractive shape and distinctive design.
• It adds elegance and refinement to the appearance of the car.
It's wider, upright and definitely makes an unmistakable statement.
NEW TAIL LAMPS-RAPID DECELERATION WARNING:
The Rapid Deceleration
Warning System enables on braking at high speeds, this activates the Flashing of the
break-lights as well as the indicators of both the side in order to warn the upcoming
30

31. vehicles from the rear of the car as well as the new tail lamps add a smart and
confident look to your car. Make heads turn as you whizz by.
NEW RIVIERA BLUE IP & SEAT FABRIC DESIGN:
The exquisitely crafted
interiors will make you feel special as soon as you sit in the car and the comfort of
these interiors will take away your weariness. As well as the Ford Figo is very much
spacious, the rear seats are 100% foldable which provides you an extended boot
space.
NEW STEERING COLUMN MOUNTED AUDIO CONTROLS:
The unique steering mounted
Audio/Radio controls help control your radio without having to take your hands
31

32. away from the steering wheel which again is the plus point in the safety while
driving.
LARGE BOOT SPACE:
Planning a long and extensive
road trip with great luggage, plan it with the new Ford figo.
• It practically swallows everything
• The 284 Litre boot is just perfect for road trips, shopping or long drives.
The rear seat can be folded flat for that odd-sized souvenir from a road trip.
NEW ALLOY WHEELS:
32

33. Let the turn of the wheels turn
heads into your direction.
• The new alloy wheels are beautiful and stylish
• These are engineered to strict quality standards
They emphasize the dynamic character and exclusive appeal of your car.
SPEED SENSING VOLUME CONTROLS:
The speed sensing volume controls
system when activated after the desired settings, it controls the volume on high
speeds and low speeds, the volume gets lower when the speed is low and gets higher
when it sense the speed is high or vice-versa.
BLUETOOTH* CONNECTIVITY:
The bluetooth connectivity provides the pairing of
the bluetooth devices like the phone into the car audio
33

34. system which even enables handsfree facility in case of calling or access to the music
of the phone.
ENGINES:
1.2 Duratec Petrol engine 71 PS
@ 6250 RPM power 102 NM @4000 RPM torque 1.4 Duratorq Diesel engine -69 PS
@ 4000 RPM power -160 NM @ 2000 RPM torque The Figo delivers great
performance in city and highway road conditions.
FASTEST COOLING AIR CONDITIONER:
The new Ford Figo keeps you cool and
fresh with its best-in-class air conditioning.
• It has got extra-large compressor.
• The interiors cool twice as fast as competitive cars.
It is tested in a wide range of ambient temperatures of up to 49 degree
Celsius.
FRONT DUAL AIRBAGS & ABS WITH EBD:
34

35. The Figo offers Dual Airbags for
the driver and the Front passenger. With Anti lock Braking System (ABS) with
Electronic Brakeforce Distribution (EBD), you have a car that’s sure to keep you as
safe as you can ever be.
FORD SERVICE:
Scheduled service intervals – First service at 2500kms/3 months & a second
service at 10,000kms/1 year (whichever is earlier for both). Subsequent service
intervals are every 10,000kms/1 year whichever is earlier.
The service intervals have been designed to meet customer driving patterns
to minimize visits to the service stations.
SAVINGS O N SERVICE:
35

36. The Ford Figo comes with a 2 year/1,00,000 kilometre warranty.
EXTENDED WARRRANTY *: To cover your car against all electrical &
mechanical failures, for an additional period.
TOTAL MAINTENANCE PLAN*: Complete maintenance of your car for
guaranteed peace-of-mind ownership.
FORD EMERGENCY ROAD SIDE ASSISTANCE PROGRAM**: A 24x7
helpline to connect you to one of over 187 authorized Ford Service Centres across
the country.
BEST-IN-CLASS SERVICE INTERVALS: 1st service-2500kms/3 months,
2nd service - 10,000kms/1 year whichever is earlier. Subsequent services at
10000kms/1 year whichever is earlier.
URBAN SUV:
The Urban SUV comes under the SUV segment or class. Ford is the first that
has introduced the Ford EcoSport as 'The Urban SUV' under the SUV segment in
the market, which is a total new breed of SUV that is built to meet the urban or the
city challenges, that the city can serve up - potholes, busted water pipes, rough
roads, just to name a few. That's why the Ford EcoSport moves high above the
ground, allowing you to go over, rather than the ground obstacles. Overall ride
quality of the EcoSport is amazingly smooth & powerful as well as the international
styling gives it a perfect sporty look, as it is said its urban & sports utility vehicle.
The description of the Ford EcoSport is in the Product profile.
Ford Motors
Ford Motor Company (also known as simply Ford) is an American
multinational automaker headquartered in Dearborn, Michigan, a suburb of
Detroit. It was founded by Henry Ford & incorporated on June 16, 1903. The
company sells automobiles & commercial vehicles under the Ford brand & luxury
cars under the Lincoln brand. In the past it has also produced heavy trucks,
tractors and automotive components. Ford owns small stakes in Mazda of Japan
and Aston Martin of the United Kingdom. It is listed on the New York Stock
36

37. Exchange and is controlled by the Ford family, although they have minority
ownership.
Ford introduced methods for large-scale manufacturing of cars and large-
scale management of an industrial workforce using elaborately engineered
manufacturing sequences typified by moving assembly lines; by 1914 these methods
were known around the world as Fordism. Ford's former UK subsidiaries Jaguar
and Land Rover, acquired in 1989 and 2000 respectively, were sold to Tata Motors
In March 2008. Ford owned the Swedish automaker Volvo from 1999 to
2010. In 2011, Ford discontinued the Mercury brand, under which it had marketed
entry-level luxury cars in the United States since 1938.
Ford is the second-largest U.S.-based automaker and the fifth-largest in the
world based on 2010 vehicle sales. At the end of 2010, Ford was the fifth largest
automaker in Europe. Ford is the eighth-ranked overall American-based company
in the 2010 Fortune 500 list, based on global revenues in 2009 of $118.3 billion. In
2008, Ford produced 5.532 million automobiles and employed about 213,000
employees at around 90 plants and facilities worldwide.
History
A 1910 Model T, photographed in Salt Lake
City
Henry Ford (ca. 1919)
37

38. 20th century:
Henry Ford's first attempt at a car company under his own name was the
Henry Ford Company on November 3, 1901, which became the Cadillac Motor
Company on August 22, 1902, after Ford left with the rights to his name. The Ford
Motor Company was launched in a converted factory in 1903 with $28,000 in cash
from twelve investors, most notably John and Horace Dodge (who would later found
their own car company). During its early years, the company produced just a few
cars a day at its factory on Mack Avenue in Detroit, Michigan. Groups of two
or
three men worked on each car, assembling it from parts made mostly by supplier
companies contracting for Ford. Within a decade the company would lead
the world in the expansion and refinement of the assembly line concept; and
Ford soon brought much of the part production in-house in a vertical
integration that seemed a better path for the era.
Henry Ford was 39 years old when he founded the Ford Motor Company,
which would go on to become one of the world's largest and most profitable
companies, as well as being one to survive the Great Depression. As one of the
largest family-controlled companies in the world, the Ford Motor Company has
been in continuous family control for over 100 years.
After the first modern automobile was already created in the year 1886 by
German inventor Carl Benz (Benz Patent-Motorwagen), more efficient production
methods were needed to make the automobile affordable for the middle-class; which
Ford contributed to, for instance by introducing the first moving assembly line in
1913.
In 1908 Ford introduced the first engine with a removable cylinder head, in
the Model T. In 1930, Ford introduced the Model A, the first car with safety glass in
the windshield. Ford launched the first low priced V8 engine powered car in 1932.
Ford offered the Lifeguard safety package from 1956, which included such
innovations as a standard deep-dish steering wheel, optional front, and, for the first
time in a car, rear seatbelts, and an optional padded dash. Ford introduced child-
proof door locks into its products in 1957, and in the same year offered the first
38

39. retractable hardtop on a mass-produced six-seater car. The Ford Mustang was
introduced in 1964. In 1965 Ford introduced the seat belt reminder light.
With the 1980s, Ford introduced several highly successful vehicles around
the world. During the 1980s, Ford began using the advertising slogan, "Have you
driven a Ford, lately?" to introduce new customers to their brand and make their
vehicles appear more modern. In 1990 and 1994 respectively, Ford also acquired
Jaguar Cars and Aston Martin. During the mid- to late 1990s, Ford continued to sell
large numbers of vehicles, in a booming American economy with a soaring stock
market and low fuel prices.
With the dawn of the new century, legacy healthcare costs, higher fuel prices,
and a faltering economy led to falling market shares, declining sales, and diminished
profit margins. Most of the corporate profits came from financing consumer
automobile loans through Ford Motor Credit Company.
21st century
William Clay Ford, Jr., great-grandson of
Henry Ford, serves as the executive chairman at the board of Ford Motor
Company.
By 2005, both Ford and GM's corporate bonds had been downgraded to junk
status, as a result of high U.S. health care costs for an aging workforce, soaring
gasoline prices, eroding market share, and an over dependence on declining SUV
sales. Profit margins decreased on large vehicles due to increased "incentives" (in
39

40. the form of rebates or low interest financing) to offset declining demand. In the
latter half of 2005, Chairman Bill Ford asked newly appointed Ford Americas
Division President Mark Fields to develop a plan to return the company to
profitability. Fields previewed the Plan, named The Way Forward, at the December
7, 2005 board meeting of the company and it was unveiled to the public on January
23, 2006. "The Way Forward" included resizing the company to match market
realities, dropping some unprofitable and inefficient models, consolidating
production lines, closing 14 factories and cutting 30,000 jobs. Ford moved to
introduce a range of new vehicles, including "Crossover SUVs" built on unibody car
platforms, rather than more body-on-frame chassis. In developing the hybrid
electric powertrain technologies for the Ford Escape Hybrid SUV, Ford licensed
similar Toyota hybrid technologies to avoid patent infringements.
Ford announced that it will team up with electricity supply company
Southern California Edison (SCE) to examine the future of plug-in hybrids in terms
of how home and vehicle energy systems will work with the electrical grid. Under
the multi-million-dollar, multi-year project, Ford will convert a demonstration fleet
of Ford Escape Hybrids into plug-in hybrids, and SCE will evaluate how the
vehicles might interact with the home and the utility's electrical grid. Some of the
vehicles will be evaluated "in typical customer settings", according to Ford.
William Clay Ford Jr., great-grandson of Henry Ford (and better known by
his nickname "Bill"), was appointed Executive Chairman in 1998, and also became
Chief Executive Officer of the company in 2001, with the departure of Jacques
Nasser, becoming the first member of the Ford family to head the company since the
retirement of his uncle, Henry Ford II, in 1982. Upon the retirement of President
and Chief Operation Officer Jim Padilla in April 2006, Bill Ford assumed his roles
as well. Five months later, in September, Ford named Alan Mulally as President and
CEO, with Ford continuing as Executive Chairman. In December 2006, the
company raised its borrowing capacity to about $25 billion, placing substantially all
corporate assets as collateral. Chairman Bill Ford has stated that "bankruptcy is
not an option". Ford and the United Auto Workers, representing approximately
46,000 hourly workers in North America, agreed to a historic contract settlement in
40

41. November 2007 giving the company a substantial break in terms of its ongoing
retiree health care costs and other economic issues. The agreement included the
establishment of a company-funded, independently run Voluntary Employee
Beneficiary Association (VEBA) trust to shift the burden of retiree health care from
the company's books, thereby improving its balance sheet. This arrangement took
effect on January 1, 2010. As a sign of its currently strong cash position, Ford
contributed its entire current liability (estimated at approximately US$5.5 billion as
of December 31, 2009) to the VEBA in cash, and also pre-paid US$500 million of its
future liabilities to the fund.
The agreement also gives hourly workers the job-security they were seeking by
having the company commits to substantial investments in most of its factories.
The automaker reported the largest annual loss in company history in 2006
of $12.7 billion, and estimated that it would not return to profitability until 2009.
However, Ford surprised Wall Street in the second quarter of 2007 by posting a
$750 million profit. Despite the gains, the company finished the year with a
$2.7 billion loss, largely attributed to finance restructuring at Volvo.
On June 2, 2008, Ford sold its Jaguar and Land Rover operations to Tata
Motors for $2.3 billion.
During November 2008, Ford, together with Chrysler and General Motors,
sought government bridge loans at Congressional hearings in Washington, D.C. in
the face of conditions caused by the 2008 financial crisis. The three companies
presented action plans for the sustainability of the industry. Ford opted not to seek
government loans. GM and Chrysler received government loans and financing
through T.A.R.P. legislation funding provisions. On December 19, the cost of credit
default swaps to insure the debt of Ford was 68 percent the sum insured for five
years in addition to annual payments of 5 percent. That meant $6.8 million paid
upfront to insure $10 million in debt, in addition to payments of $500,000 per year.
In January 2009, Ford reported a $14.6 billion loss in the preceding year, a record
for the company. The company retained sufficient liquidity to fund its operations.
Through April 2009, Ford's strategy of debt for equity exchanges erased $9.9 billion
in liabilities (28% of its total) in order to leverage its cash position. These actions
41

42. yielded Ford a $2.7 billion profit in fiscal year 2009, the company's first full-year
profit in four years.
In 2012, Ford's corporate bonds were upgraded from junk to investment
grade again, citing sustainable, lasting improvements.
On October 29, 2012, Ford announced the sale of its climate control
components business, its last remaining automotive components operation, to
Detroit Thermal Systems LLC for an undisclosed price.
On November 1, 2012, Ford announced that CEO Alan Mulally will stay
with the company until 2014. Ford also named Mark Fields, the president of
operations in Americas, as its new chief operating officer
Corporate affairs
Ford World Headquarters in Dearborn, Michigan, USA, known as the Glass House.
42

43. MARKETING MIX:
The marketing mix principles (also known as the 4 p's) are used by business
as tools to assist them in pursuing their objectives. The marketing mix principles are
controllable variables, which have to be carefully managed and must meet the needs
of the defined target group. The marketing mix is apart of the organizations
planning process and consist of analyzing the defined:
• How will you design, package and add value to the product. Product
strategies.
• What pricing strategy is appropriate to use Price strategies.
• Where will the firm locate? Place strategies.
• How will the firm promote its product? Promotion strategies.
FORD MOTORS - PRODUCT:
The product mix of a company, which is generally defined as the total
composite of products offered by a particular organization, consists of both product
lines and individual products. a product line is a group of products within the
product mix that are closely related, either because they function in a similar
manner, are sold to the same customer groups, are marketed through the same
types of outlets,, or fall within given price ranges. A product is a distinct unit within
the product line that is distinguishable by size, price, appearance, or some other
attribute. For example, all the courses a university offers constitute its product mix;
43
Product Price
Place Promotion

44. courses in the marketing department constitute a product line; and the basic
marketing course is a product item. Product decisions at these levels are generally of
two types: those that involve width (variety or variant) and depth (assortment) of
the product line and those that involve changes in the product mix occur over time.
The depth (assortment) of the product mix refers to the number of product
items offered.
PRODUCT-MIX MANAGEMENT AND RESPONSIBILITIES
It is extremely important for any organization to have a well-managed
product mix. Most organizations break down managing the product mix, product
line, and actual product into three different levels.
Product-mix decisions are concerned with the combination of product lines
offered by the company. Management of the company's product mix is the
responsibility of top management. Some basic product-mix decisions include:
(1) Reviewing the mix of existing product lines.
(2) Adding new lines to and deleting existing lines from the product mix.
(3) Determining the relative emphasis on new versus existing product lines in
the mix.
(4) Determining the appropriate emphasis on internal development versus
acquisition in product mix.
(5) Gauging the effects of adding or deleting a product line in relationship to
the product mix.
(6) Forecasting the effects of future external change on the company's
product mix.
FORD MOTORS - PRICE:
Pricing decisions are almost always made in consultation with management.
Price is the only marketing mix variably that can be altered quickly. price variable
such as x-showroom price, on-road price, re-sale price etc. influencing the
development of marketing strategy, as price is a major factor that influence the
assessment of value obtained by customer. Customer directly relate price to quality,
particularly in case of products that are ego intensive of technology based. Ford
44

45. Motors being a company which emphasizes product quality, it tends to sell its
products with price range from moderately low to high prices, depending on the
variants and on the use and the targeted customers.
FORD MOTORS - PLACE:
Place is another key marketing mix tool. and it includes various activities the
company undertakes to make the product accessible and available to the customer.
some factors that decide the place are transport facilities, channels of distribution,
coverage area etc. decisions with respect to distribution channel focus on making the
product available in adequate quantities at places where customers are normally
expected to shop for them to satisfy their needs. depending on nature of the product,
marketing management decides to put into place an exclusive, selection or intensive
network of distribution, while selection the appropriate dealers.
FORD PROMOTION:
Promotion is the key element of marketing program and is concerned with
effectively and efficiently communication the decisions of marketing strategy, to
favorably influence target customers perceptions to facilitate exchange between the
marketer and the customer that may satisfy the objective of both customer and the
company. a company's promotional efforts are the only controllable means to create
awareness among publics about itself, the products and services it offers, their
features and influence their attitudes favorably.
SWOT ANALYSIS:
SWOT analysis is a tool used by organizations to help the firm establish its
Strengths, Weaknesses, Opportunities and Threats (SWOT). A SWOT analysis is
used as a framework to help the firm develop its overall corporate, marketing or
product strategies.
NOTE: Strengths and Weaknesses are internal factors which are
controllable by the organization. Opportunities & Threats are external factors
which are uncontrollable by the organization.
45

46. STRENGTH:
 Inherited goodwill of the Ford brand.
 Outstanding & trendsetting technology.
 Selected Product Line.
 Easy availability of finance schemes.
 Assurance of approved quality parts.
 Easy availability of spare parts.
 Proper customer care.
WEAKNESSES:
 Customers are unaware about the services facilities.
 Technical specifications, which are beneficial to the customers, are not
clear.
OPPORTUNITIES:
 Good location in the heart of the city.
 ASM knows the local customers personally.
 Old reputation.
 Famous in the automobile industry.
46
STRENGTH WEAKNESSES
THREATSOPPORTUNITIES

47. THREATS:
 Launching of new cars by different automobile companies in the same
segment.
 High price of the top-end variants.
 Due to work load in the workshop sometimes, there is a slight delay
by the authorities for servicing.
PRODUCT PROFILE
Presenting the all new the Ford EcoSport, the Urban SUV. Ford has came up
with a new breed of SUV, i.e. the Urban SUV, built to explore your city in a new
perceptive. The vehicle is made on the four main pillars of the Ford brand, i.e. the
Built Quality, Green, Safe and Smart.
The reason behind the 'Urban SUV':
DISCOVER MORE WITH THE URBAN SUV:
47

48. The city can serve up many challenges - potholes, busted water pipes, rough
roads, just to name a few. That's why the Ford EcoSport moves high above the
ground allowing you to go over, rather than around obstacles. The tilt and telescopic
steering wheel adapts to your driving position for a fatigue-free and comfortable
driving, as well as the features that are provided by the Ford EcoSport makes it a all
new kind of breed in the SUV segment, i.e. the Urban SUV.
Best aerodynamics in its class. The overall look of the Ford EcoSport is very
much trendy and sporty aggressive styling. The styling of the Ford EcoSport is an
international Styling, similar can be find in the international sports cars, or the
international brands like the Audi, BMW, Range Rover Sports, Mercedes, etc.
The grill is very much uniquely designed, the shape of the grill as well the
chrome touch stands it apart from the other cars, no matter what segment. The wide
and huge grill is known as the shouting grill which is the signature of the Ford
Motors.
The Ford EcoSport is aerodynamically designed, which in the Ford is known
as the Global Kinetic Design. The Global Kinetic Design provides the every aspect of
the aerodynamics which is an add-on to its styling as well as aerodynamics helping
48

49. the vehicle in many ways, the most special quality of this design is that even in the
stationary mode the vehicle seems to be in motion, and it is very much helpful in the
kinetics as well. Talking about the design its very much stylish as well as aggressive,
the headlights are smartly and very smoothly crafted without disturbing the
aerodynamic design of the vehicle or in most of the cars present in the market today
the headlights if noticed are outside the design of the vehicle and not along with the
design in the flow.
The Ford EcoSport has the best aerodynamics in its class or say in the Sports
Utility Vehicle segment. This excellent aerodynamics helps the vehicle in terms of
economy or the fuel efficiency, stability, tractions control, just like it is done in the
formula racing cars.
FUEL-SAVING DESIGN:
What does the EcoSport’s drag co-efficient of 0.365 mean to you? More fuel
savings. Because you’re driving the sleek designed an urban SUV with the best
49

50. aerodynamics in its class. From its ‘teardrop’ design profile to little details like the
rear pillar kicker, it all works to limit wind resistance and reduce fuel consumption.
200mm GROUND CLEARANCE:
Like any SUV, this urban SUV is about getting you where you want to go. It
puts 200mm of ground clearance between you and the road, potholes, ditches or
whatever else is in your way. Add good approach and departure angles, plus 550mm
water wading, and you’re pretty much ready for anything.
WATER WADING CAPABILITY:
50

51. Nothing can get in your way. The Ford EcoSport has 200mm ground
clearance and 550mm* water wading capability, making it easy to go wherever you
are going. Its right sized design makes it easy to park and get around those cramped
city streets. The water wading capability is a feature you can find in the army
vehicles or in the military grade vehicles which enables the vehicle to easily go
through the potholes filled with water without stopping the exhaust systems or
making the engine go dead as it can be noticed in the other cars.
FIT IN JUST ABOUT ANYWHERE:
51

52. You want an SUV but your life is in the city. That’s why the EcoSport is the
perfect fit. Its city-sized design makes it easy to park and get around crowded city
streets. Yet its SUV capabilities let you go places you wouldn’t normally go – in the
city or on the open road.
THE QUIETEST URBAN SUV AROUND:
52

53. Cities are noisy. But not inside the EcoSport. The city’s soundscape is
subdued by the calm of the quietest interior in its class.
The cabin of the Ford EcoSport is very much silent as this feature is found
mostly in the high expensive luxury cars like the Rolls Royce; the cabin is built
soundproof for total silence
HILL LAUNCH ASSIST:
The secret to perfect hill starts. Hill Launch Assist holds the brake for a few
seconds after you take your foot off, giving you time to smoothly accelerate away,
without rolling. So if others park too close, there’s no need to sweat. And it works in
both directions: uphill or down. (Automatic transmission only.)
HIGHER SEATING:
To experience the higher seating for the passengers as well as to enhance the
view of the driver higher seating comes with an adjustment system as well like the
height adjustments provided in the driver seat. As well as the front seats has the
leaning systems also one can move the seats forward or backward direction. For
more comfort the cabin consist of bucket seats as well as the driver seat has a hand
rest in case there is no need of frequent gear shifting like on the highway and a knob
has been provided in the side of the driver seat which creates a comfort zone and
53

54. prevents the backache as normally experienced and which is very much useful in the
long tours. Even roads you travel every day will look different in the EcoSport. It
seats you higher so you can see more of what’s going on around you. Who knows
what you might discover on the way?
YOU TALK. SYNC™ LISTENS:
There's voice control and then there's SYNC™. It seamlessly connects your
Bluetooth® and USB devices, so you can make and receive calls, play your favorite
songs or have your text messages read out to you. Just say the words and SYNC™
does the rest.
TALKING TO YOUR ECOSPORT IS NOT WEIRD (and other surprises):
Want to use your phone or change the music on your iPod? Just tell SYNC™
what to do and it’s done.
It’s just one of the ways the Ford EcoSport makes life easier.
54

55. HANDS-FREE PHONE CALL:
Do you get separation anxiety any time you can’t use your phone? The good
news is driving your EcoSport is not one of them. SYNC™ lets you keep your hands
on the wheel and your eyes on the road and still use your Bluetooth phone. Call
friends and family just by saying their name, like “Call mum”. (SYNC™ is available
on TBA models.)
HANDS-FREE MUSIC:
Now you can sing along to what you like, when you like. Search. Play
specific artists, albums or tracks. Shuffle. In fact, use your MP3 player the way you
usually do, with your voice, not your hands.
You can even stream music on your Bluetooth® phone, wirelessly, or play
music from a USB device, hands-free. Just tell SYNC™ what you want to hear.
LISTEN TO YOUR TEXTS:
OK, so we know you don’t text and drive. But that doesn’t mean you can’t
find out what’s happening. Simply ask SYNC™ to read out your incoming text
55

56. messages to you. It even understands common abbreviations and emoticons, so
you’ll get the message.
EMERGENCY ASSIST:
If an accident causes your airbags to activate or fuel pump to shut-off,
SYNC™ will use your paired phone to automatically call emergency services and
give your GPS location. This subscription-free service then keeps the phone line
open so anyone in the car or first responders can talk to the operator.
KEYLESS ENTRY AND PUSH-BUTTON START:
Forget fumbling for keys in your pockets or bag. The EcoSport senses the
key fob on you and automatically unlocks when you pull the door handle.
As long as you have your key fob with you, your EcoSport’s doors
automatically unlock when you’re nearby.
Then just a push of a button to start your engine and drive away. Keys never
have to touch your hands.
56

57. SPACE THAT GROWS:
The EcoSport is sized to fit easily in crowded cities. But it still gives you
plenty of space inside. Fold-down the 60:40 rear seats and you get 705 litres of space
in the back. That’s big enough to fit a 560-litre washing machine. Keep one of the
split rear seats up and fold the other down to fit in people and different-shaped
objects.
Compact on the outside, roomy and adaptable on the inside. Fold the 60:40
rear seats and you have got 705L of space. With 20 storage spaces from side-door
pockets to a cooled glove box, sun-glasses, umbrella, 1kg under front passenger seat
storage compartment, there's a place for everything. Go ahead, explore your
options.
COOLED GLOVEBOX:
57

58. Yes, there is air conditioning and a knob cum ventilator just like in the
refrigerators. Tried and tested in extreme temperatures so it works well in any
climate. But it doesn’t just keep you cool. It also keeps drinks or food cool inside
your glove box.
20 STORAGE COMPARTMENTS:
It’s what you don’t see lying around that says a lot about the EcoSport’s
interior design. Twenty storage spaces let you conveniently pack things away. A
slide-out drawer under the front seat keeps valuables safely out of sight. Even your
sunglasses and umbrella have their own spaces.
INTERNATIONAL ENGINE OF THE YEAR:
No-one should ever need to have a favourite fuel pump.
The Ford EcoSport is designed to give you more of what you need, and less of
what you don’t. So unbeatable fuel economy and responsive power are in. Regular
trips to the fuel pump and big CO2 emissions are out.
58

59. You’ll be hard-pressed to find better fuel economy
and power than the turbo charged 1.0L EcoBoost engine. It gives you
18.88*
kilometres to the litre so
you can go further on one tank. That’s up to 20% less fuel compared
than a traditional 1.6 litre petrol engine, and produces just 126g of
CO2 per kilometre. Power like a 1.6
When it comes to power, the turbocharged 1.0L EcoBoost can easily compete
with a traditional 1.6 litre petrol engine, delivering full torque at just 1500rpm.
That’s a lot of power in an economical 3 cylinder footprint. But that’s what makes it
so exceptional, overall this innovative petrol engine uses up to 20% less fuel than a
traditional 1.6 litre petrol engine. Yet it delivers the power you would expect of a 1.6
litre petrol engine with full torque at just 1400rpm.
MORE ENGINE OPTIONS:
Prefer diesel? The popular 1.5 litre TDCi diesel engine delivers an
excellent 22.67*
kilometres per litre and a more refined performance
than you’d expect from a diesel engine. Or perhaps you’re looking
for a bigger petrol engine. The 1.5 TiVCT petrol engine has been
engineered for local conditions to deliver on performance.
59

60. FUEL-SAVING DESIGN:
What does the EcoSport’s drag co-efficient of 0.365 mean to you? More fuel
savings. Because you’re driving an urban SUV with the best aerodynamics in its
class. The red indicated area or part is known as the kicker, which enhances the
aerodynamics by cutting the air in order reducing the air-force and increasing the
fuel efficiency. From its ‘teardrop’ design profile to little details like the rear pillar
kicker, it all works to limit wind resistance and reduce fuel consumption.
EPAS (with Pull-Drift Compensation):
Stable, responsive steering is the hallmark of a
quality drive. Electric power-assist steering adjusts
to feel lighter in slow traffic and ‘heavier’ at higher
speeds for greater control. It also adapts to
changing road and weather conditions, like cross
winds, to keep you on track. Best of all, it only
comes to your assistance when it’s needed, saving you fuel.
60

61. Being an Electric power-assist steering, you can feel the power and the
control on that power as you drive on the high speed just as the hydraulic steering
experience which enables high grade of stability as well as you will find it very light
weight and easy at low speed.
EFFORTLESS GEAR CHANGE:
6-speed PowerShift
Looking for the fuel efficiency of a manual with the ease of an automatic?
Our 6-speed PowerShift automatic transmission delivers both, with two clutches
working in tandem for gear changes you’ll hardly notice. Of course, if you love a
manual, you’ll love the responsiveness of our 5-speed manual transmission.
Of all the cool features, you’ll value these the most.
There are lots of reasons to feel safer in the Ford EcoSport. It offers you
features that protect you, and others that
help prevent the need for protection in the first place. And that adds up to valuable
peace of mind.
61

62. SAFE TRAVEL:
Wherever your journeys take you, rest easy that the EcoSport has been fitted
with some of the latest protective technologies designed to keep you safe. Equipped
with front, side and curtain airbags, you are protected from every angle you can
think of.
AIRBAGS ALL-AROUND:
There are six in all. Front and side airbags for the driver and front.
seat passenger and side curtain airbags for front and rear seats.
All six are standard in the Titanium AT and Titanium optional models.
62

63. Traction control and ESP:
The combination of traction control and an Electronic Stability Program helps
ensure you have a strong sense of connection to the road and excellent control in
corners and when overtaking. Together, they help reduce the chances of wheel spin,
and over- or under-steering in corners.
ABS and EBD:
When you have to stop quickly, you want to be sure you stop. Not slide.
ABS (Anti-lock Braking System) and EBD (Electronic Brake Force Distribution)
prevent the wheels locking in an emergency and give you a greater sense of
stability and control.
High-strength boron steel:
Injections of super high strength boron steel in the doors add to
effectiveness of the EcoSport’s high strength safety cell. Used by
the space program, boron steel is four times stronger than normal
high strength steel, yet lightweight.
63

64. REAR PARKING SENSORS:
We all joke about how good it would be to have eyes in the back of our heads,
as in the movie Dabangg, the character played by Mr. Salman Khan of the Inspector
Chulbul Pandey jokes about his style of hanging his Sun-glasses at the back of his
shirt-collar.
64

65. Now you can see exactly how good it is. Reverse the EcoSport and a ‘beep’
lets you know when the sensors integrated on the rear bumper detect objects behind
you, while a display in your dashboard indicates where they are.
Last but not the least,
COLOURS:
The Ford EcoSport comes in 7 exciting
trendy colors:- Mars Red, Kinetic Blue,
Chill Metallic, Panther Black, Diamond
White, Sea Grey and the Moondust Silver
same as the Ferrari's silver.
As the Customer is the king, this is all the more apt for today's business
environment where, all other factors remaining more or less constant, it is the value
addition to the customer that is making all the difference.
Customer satisfaction depends on the performance relative to expectations.
A key premise in customer satisfaction is understanding the needs and
meeting or exceeding the expectations of customers. Further more, this is done while
optimally using resources. While most companies have developed strategies to
improve quality and external customer service, internal customer satisfaction is a
much neglected component of quality improvement.
To this end, it is important to emphasize that total customer satisfaction can
be attained only if all employees devoted to external customer satisfaction can work
together and assist each other to achieve the common objective, when the internal
customer isn't satisfied, Relationships with the external customer suffer.
65

66. So, it is suggested to adopt customer oriented approach to keep the internal
customer satisfied and motivated, who in turn will focus their attention and energy
upon meeting the requirements of their customers, thereby maximizing the
customer, thereby maximizing the customer satisfaction.
Customer satisfaction survey is the process to monitor the satisfaction
quotient of their people. In internal satisfaction surveys therefore tracks the return
on your investments in keeping your people happy, high salaries, a quality culture, a
healthy work environment.
Last, but not the least internal customer satisfaction survey helps in finding
the critical areas, which need further improvement.
Introduction To Customer Satisfaction
Today’s companies are facing their toughest competition ever. These
companies can outdo their competition if they can move from product and sales
philosophy to a marketing philosophy. We spell out in detail how companies can go
about winning customers and outperforming competitors. The answer lies in doing
a better job of meeting and satisfying customers needs. Only customer-centered
companies are adept at building customers, not just building product. They are
skilled in market engineering, not just product engineering.
Too many companies think that it is the marketing/sales department’s job to
procure customers. If that department cannot, the company draws the conclusion
that its marketing people aren’t very good. But in fact, marketing is only one factor
in attracting and keeping customers. The best marketing department in the world
cannot spell products that are poorly made or fail to meet anyone’s need. The
marketing department can be effective only in companies whose various
departments and employees have designed and implemented a competitively
superior customer value-delivery system.
Although the customer oriented firms seek to create high customer
satisfaction, its main goal is to maximize customer satisfaction, first the company
can increase customer satisfaction by lowering its prices, but results may be lower
profits second the company might be able to increase prices. Third the company has
many stake-holders including employees, dealers, suppliers and stock holders
66

67. spending more to increase customer satisfaction might divert funds from increasing
the satisfaction of other partner. Estimate the company must operate on the
philosophy that it is trying to deliver a high level of satisfaction to the other stake-
holder within the constrains of its resources. From the past studies of last three
decades we observed that the company’s first task is to create and satisfy customers.
But today’s customers face a vast array of product and brand choice prices
and suppliers. It is generally believed that customers estimate which offer will
deliver the most value customers are like value maximizes, within the bounds of
search costs and limited knowledge, mobility income, they form an expectation of
value and act on it, whether or not the offer lives up to the value expectations affects
customer’s satisfaction and their repurchase probability.
THE MARKETING INTELLIGENCE SYSTEM
A marketing intelligence system is a set of procedures and sources
used by managers to obtain everyday information about developments in the
marketing environment. Marketing managers collect marketing intelligence by
reading books, newspapers and trade publications; talking to customers, suppliers
and distributors; meeting with other company mangers.
First, it can train and motivate the sales force to spot and report new
developments. Sales representatives are positioned to pick up information missed by
other means.
Second, the company can motivate the distributors, retailers, and other
intermediaries to pass along important intelligence.
Third, companies can collect competitive intelligence by purchasing
competitors’ products; attending open houses and trade shows; reading
competitors’ publishing reports; attending stockholders’ meeting; talking to
employees, dealers, distributors, suppliers, and freight agents; collecting
competitors’ ads; and looking up news stories about competitors on the internet.
67

68. CH.4 RESEARCH METHODLOGY
68

69. RESEARCH METHODOLOGY
The quality and reliability of research study is dependent on the information
collected in a scientific and methodological manner. Scientific planning of designing
of research method is a blue print for any research study. Therefore, proper time
and attention should be given in designing the plan of research.
While proper definition of problem tells the researcher where he has to go,
proper design tells him how he should go. Selection of methodology for a particular
project is made easy by sorting out a number of alternative approaches, each of
them having its own advantage and disadvantages. Efficient design is that which
ensure that the relevant data are collected accurately.
The researcher has to think about what procedure and techniques should be
adopted in the study. He should arrive at the final choice by seeing that the
methodology chosen for project is indeed the best one, when compared with others.
RESEARCH DESIGN: Research design is the first and foremost step in
methodology adopted and undertaking research study. It is overall plan for the
collection and analysis of data in the research project. Thus it is an organized,
systematic approach to be the formulation, implementation and control of research
project.
Infact a well planned and well balanced research design guards against
collection of irrelevant data and achieves the result in the best possible way. Data
are the bricks with which the researcher has to make a house. While the quality of
research findings depends on data, the adequacy of appropriate data in turn
depends upon proper method of data collection. A number of methods are at the
disposal of the researcher of which one has to select the most appropriate one for
visualizing the research objective. Thus he has to see that the method adopted is
compatible with the resources and research study.
69

70. a) Primary Data: Data which are collected fresh and for the first time and thus
happens to be original in character. Primary data are gathered for specific purpose.
b) Secondary data: Data that collected from primary data i.e., they are already
exiting some where. For the purpose of our study we collected both the data.
For the purpose of this study we collected:
1. Primary Data through:
 Questionnaire Method
 Interview Method
2. Secondary Data through :
 Induction Manuals
 Magazines
 Corporate journals
 Websites
In our study the main emphasis was on the questionnaire method. We used
questionnaire method in which questions, which were asked, were of multiple
choices in nature and were of closed ended.
Personal interview were also conducted. There was face to face conversation
between researcher and the respondents. All the answers were recorded while
interview was in progress. Through interviewing, additional information was
received regarding our study.
70

71. CH.5 DATA ANALYSIS
71

72. DATA ANALYSIS
Data collected, if not subjected to analysis is meaningless. For the purpose,
data after collection has to be presented in the form of tables, diagrams and graphs.
It is only after presentation that data can be analyzed, interpreted and inferences
can be drawn.
The Like-scale has been used for getting the responses through
questionnaire.
We used five points – scales, which are assigned to degree of satisfaction level
of the respondent with regard to the effectiveness of training which was imparted to
them during the last year.
1 2 3 4 5
Poor Average Good V. Good Excellent
The responses were collected and analyzed on the above mentioned 5 point
scale. We used the responses for the purpose of presenting our findings in the
Graphs.
Department-wise analysis:
Department in the sense like the Sales department (assistance), the Product
department (cars & spares), Service department (servicing, replacing & repairing).
The Sales department includes the Personal Assistance to the customers or the
clients as the first preference is given to the customer satisfaction, under the
Personal assist the customers are attended by the Sales Consultants and in the Y Z
Ford training is given of the Sales consultant and not of Sales executive, as the Sales
Consultant attends the customers and the customers consult them for the purpose of
the solution of their queries.
72

73. The customers are attended on the phone or walk-in customers by the Sales
Consultant in order to solve their queries about the products. The sales consultants
understands the need and requirement of the customer, convince, guides and
suggests him the product which suits his need and requirement, indirectly the sales
consultant gives a unique solution, perfect to meet the customer’s needs and
requirements.
As well as the schemes, policies, offers are given to the customers according
to which the customers has to select the option most suitable for him, whichever is
convenient for the customer. These are in concern to the quotations, extended
warranties, concessions/ discounts, seasonal schemes, variants or options in the
product as well, accessories offers, gift offers, exchange offers in which the
customers can exchange their old cars and pay for the rest of the value of the
product etc.
The product department consists of the products, i.e. cars, spare parts,
accessories, standard equipments, etc.
As per the service department is concerned is includes the follow-ups, the
walk-out follow-ups, regular servicing, repairing, replacements, in order to be in
track the sales lead work – plan is followed up which is nothing but the Quality
Care Sales (QCS) etc.
Methods of Evaluation:
1. The opinion and judgment of head of the department.
2. Asking the head of the department to fill up evaluation forms.
3. Use of questionnaire.
4. Use of the personal interviews.
5. Comparing departments’ performance.
6. Analysis of efficiency & effectiveness of time.
7. Measuring level of Quality, Delivery, Innovation and Productivity.
73

74. CH.6 FINDINGS & CONCLUSIONS
74

75. Findings & Conclusions:
After conducting the survey and analysis the data collected, it can be concluded
that:-
1. The employees are much aware of customer satisfaction concept.
2. Employees of different departments believe in concentrating only upon their
departmental functions.
3. Things are seen from department point of view and not from organization’s
point of view.
4. Certain problems which are faced by almost every department are:-
a) Inconsistency in quality of product/service supplied by the respective
suppliers.
b) Requirement of a lot of follow up to the work done.
5. Quality of the product service provided needs improvement.
6. Lacking of customer training & knowledge sharing.
7. Need of improvement in feedback communication.
8. There is a need for the adoption of innovative tools and techniques.
9. Communication, coordination and feedback of customer to be strengthened.
10. There was no promptness of service/response to the customer department.
11. Irregular availability of data, records and diagnostics approach to the customer
dept.
12. There was no consistency in services strength.
13. Internet was limited.
14. No routine check-up of pc and printers.
75

76. CH.7 SUGGESTIONS
76

77. Suggestions:
General suggestions for improving the customer satisfaction.
1. Efficient control measures
2. Promptness
3. Pre-detection of the need/ requirement & proper maintenance of old data.
4. Consistency in quality.
5. Adherence to delivery commitments
6. Participative planning with customers
7. Communication and coordination should be more effective.
8. Needs improvement in quality of product and services provided
9. Submission of summarized quality reports daily
10. To highlight problem and record the solution
11. Resistance in accepting the feedback regarding damages
12. Advanced information regarding any new quality is needed
13. Provide advanced information about the failure
14. Improve customer service in all respects
15. Resolve day to day problem quickly
16. Improvement in timely payment
77

78. CH.8 BIBLIOGRAPHY
78

79. Bibliography:
Internet Website:
www.india.ford.com/classic
www.indiamart.com/yvz-motors/
www.india.ford.com
www.wikipedia.com
www.google.com
Other sources:
Y Z Ford PCR & QCS
Books Referred:
Marketing Management – Philip Kotler
Marketing Management – Chetan G. Chaudari * Nilesh Gokhale
79

80. CH. 9 APPENDICES
80

81. APPENDICES:
PCR:
RETAIL POTENTIAL CUSTOMER RECORD -NEW VEHICLES
Sales Consultant:
Visit Date:
Potential Customer details:
Individual name Email
Prospect
Prospect partner
Mobile:
Address
Home:
Work:
Model interested in
Selected Initially:
Fuel Preference: Diesel
Petrol
Next contact planned: specially
W/o
Date of birth:
Occupation:
Intention to
purchase
(Tick one
only)
Prospect/Lead Source (Tick one only)
This month Walk in
Next month Phone-in
2 months out Previous Customer
>3 but <6 months referral
>6 but <12 months Interest lead/ e-lead
12 months DSA/Agent/Broker
neever Off-site event/mall
81

82. display
Lost Sale Cold Call
Other (Specify)
Media motivation (tick one only) Customer type (tick one only)
Press Private
TV Business
Radio Federal Govt.
Prior customer Fleet
Show/event Local Govt.
Internet Not for profit
Direct mail Rentail
End of lease State Govt.
Unknown
Prospect Type (Tick in the box)
Hot
Warm
Cold
If sales lost to: (tick only one primary reason)
Availability
Better features
Better trade in value on my used car
Exterior color
Interior appeal
Like competitor manufacturer 'brand'
more
Lower price/ out of budget
Service costs after purchases
Styling/ exterior appeal
Wanted newer model
Other Ford dealer-availability
Other Ford dealer-better trade in value
Other Ford dealer-lower price
Other Ford dealer-other
Sale progress (tick every
category
82

83. completed)
Yes
Greeting
Needs assessment
Vehicle selection
Product presentation
Trade-in
appraisal/valuation
Trade-in: Trade-in won:
Test drive Date: Time(hh-mm):
Manager
introduction
Price discussion/
negotiated price
Date Model Derivative Vin
no.
Sale/ order taken/
booking
Finance through
dealership
Rs. -
Insurance through
dealership
Rs. -
Extended service
plan
Rs. -
Accessories sales Rs. - Occurred
Walk-out follow-up Date:/time: Yes
Delivery/ release Date:/time:
OTHER COMMENTS
1 No. of kms driven every day?
2 New vehicles for self or someone else?
3 Amount of investment in new car?
4 Any specific colour choice?
5 Cash/ finance?
6 Which car you driving now?
7 Do you want to exchange your old car?
8 Which other cars you considering?
TRADE-IN-DETAILS
Make
Model
83

84. Derivative
Year
Odo km reading
Doors(2, 3, 4, 5)
Body style(hatch; sedan; SUV; van;
wagon)
Engine size
Fuel type(diesel; dual fuel; electric; gas;
hybrid; petrol)
Drive(2WD; 4WD; AWD)
Transmission(auto; manual)
Color(Green; black; blue; white; etc)
Price offered Rs.
Estimated recon(minor; moderate;
major)
PROSPECT FOLLOW - UP SUMMARY
Follow-up date Remarks Next contact
date
Whether next
app(NAD) or walk
out(W/o)
Authorized
signature
TEST DRIVE FEEDBACK
Test drive date:
Time:
Model:
Route:
Attributes Rating
Excellent Good Poor
Exterior Styling
Interior Appearance
Pick-up/ acceleration
Ride comfort
84
SC Notes

85. Drive comfort
Leg room
Head room
Braking
Instrument visibility
Dashboard style
Fit and Finish
Air conditioner
Overall quality feel
Prospect remarks
Signature Customer Sales Manager
NEED ASSESSMENT - CHECKLIST
Sr.
no.
Need assessment
quest.
Figo Classic Fiesta Ecosport
Alto Ford Ikon Santro i20
Maruti 800 Santro Swift Verna
85

86. Santro Swift Fiesta
Classic
Swift Dzire
Wagon R Wagon R Ford Ikon Scorpio
Indica V2 Zen/ Estilo Figo Etios
Any other
small hatch
Figo Any other
premium
hatch
Honda City
First time
user
Any other
premium
hatch
Swift
Figo
Any other
budget
Sedan
Any other
premium
hatch
Any other
premium
Sedan
If customer already has a car then ask question?
2 Will you be
exchanging your car
Yes Yes Yes Yes
No No No No No
Update the value slabs of exchange in the down payment options e.g. if value of car
is 30000, then update >150000
Once the value is updated, do not ask for the down payment quest.
3 What are the
competition cars you
are considering
Swift Dzire Honda City i20
i10 Amaze Verna Duster
Polo Sunny Vento Verna
Sail Manza Rapid Dzire
Micra Etios Sx4 Scorpio
UVA Verito Scala XUV 500
Beat i20 Any other Amaze
86

87. premium
Sedan
Any other
hatch
Sail Quanto
Any other
budget
Sedan
Honda City
Vento
Ertiga
Any other
premium
Sedan
4 What is the model
year
Model: Expected
value:
Ask this question only if there is no exchange of old car not involved
5 What is down
payment you're
willing to pay
65000 -
75000
75000 -
90000
75000 -
90000
75000 -
90000
75000 -
90000
90000 -
105000
90000 -
105000
90000 -
105000
105000 -
120000
105000 -
120000
105000 -
120000
120000 -
150000
120000 -
150000
120000 -
150000
>150000 >150000 >150000
7 How many kms you
drive in a day?
<40 kms <40 kms <40 kms <40 kms
40 - 100kms 40 - 100kms 40 - 100kms 40 - 100kms
8 How many months
are you willing to
wait for EcoSport
1 - 3
months
3 - 6
87

88. months
>6 months
CONCLUSION:
(check no. of ticks)
QUESTIONARE FOR THE NEW FORD ECOSPORT:
1 According to you which is better the Ford EcoSport or other SUV/Sedan
segment vehicles in terms of..
a. Comfort b. Mileage c. Space
d. Model e. Technology f. Interior
88

89. 2 Give your suggestions for Ford EcoSport's future..
3 What do you like in the Ford EcoSport?
a. Comfort b. Mileage c. Space
d. Model e. Technology f. Interior
g. ALL
4 Comment on the prices of Ford EcoSport?
a. too high b. low c. justified
89

90. 5 Would you like to suggest the Ford EcoSport to the people you know?
a. YES b. no
6 In what way the Ford EcoSport fulfills yours and your family's
requirement or need, please comment.
7 Are you satisfied with the features of the Ford EcoSport
a. SATISFIED b. not satisfied
90