A PROJECT STUDY REPORT ON Training Undertaken at

Titled

BRAND AWARENESS SUBMITTED IN THE PARTIAL FULFILMENT FOR THE AWARD OF THE DEGREE OF BACHELOR OF BUSINESS ADMINISTRATION

Session : 2012-13 Submitted By: Sanju Kumar BBA 3rd Year

Submitted To: Dr. Meenakshi Bindal (HOD of BBA Deptt.)

LORDS INTERNATIONAL COLLEGE, CHIKANI, ALWAR (RAJ.)

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PREFACE

Project work is something that every Management student should carry out seriously at any organization irrespective of their topic they choose to do. This is a part of complete management study and carrying out such a project work is required by the examination and evaluation Department of different Universities necessary for the partial fulfilment of B.B.A. course. Carrying and completing such a project work is not an easy task. One must be careful before gathering the data required otherwise the very essence of the project will get lost in the midway and the real and correct idea will remain unexposed before the reader. I took my project in Marketing on Brand awareness of Mahindra Xylo from Khokan Motors, I had tried to compile the clear picture regarding the level of brand awareness, measure to increase and retain the brand awareness, and the advertising and the promotional tools effective for enhancing the awareness level of the potential customers. The project has played a significant role in my life in gaining knowledge in marketing field.

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ACKNOWLEDGEMENT

I express my sincere thanks to my project guide Dr. Meenakshi Bindal for guiding me right from the inception till the successful completion of the project. I sincerely acknowledge him for extending their valuable guidance, support for literature, critical review of project and the report and above all the moral support he provided to me with all stages of this project.

I would like to thank the supporting staff members of Management Department, for their help and cooperative throughout our project.

SANJU KUMAR BBA 3rd Year

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EXECUTIVE SUMMARY
Mahindra & Mahindra (M&M), the market leader in multi-utility vehicles in India.

The company started manufacturing commercial vehicles in 1945. M&M is the leader by far in commercial vehicle and the second largest in the Vehicle Market. Thecompany is the worlds sixth largest medium and heavy commercial vehiclemanufacturing.Mahindra is best known for utility vehicles and tractors in India, Its automotivedivision,the company's oldest unit (founded in 1945), makes jeeps and threewheelers(not passenger "auto rickshaws," but utilitarian delivery and flatbed incarnations).M&M's farm equipment sector, formed in 1963 during India's green revolution,manufactures tractors and industrial engines. M&M also produces military vehicles. The company has facilities located throughout India. The survey involved gathering wide information about the company, its products, customer satisfaction and impact of various competitive firms on the company. From the information collected, various aspects were identified where the company needs to focus more to improve the efficiency of marketing team of Mahindra Automotives. The research was conducted through collection of primary and secondary data.

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TABLE OF CONTENT
Cover Page Preface Acknowledgement Executive summary i ii iii iv

TABLE OF CONTENTS

1. Introduction to the Industry 2. Introduction to the Organization 3. Research Methodology 3.1 3.2 3.3 3.4 3.5 3.6 3.7 Title of the study Objective o the study Types of research Sample size and methods Data Collection methods Scope of the study Limitations of the study

1-14 15-38 39-45

4. Data analysis and interpretations 5. Facts and findings 6. SWOT Analysis 7. Conclusion 8. Recommendations and suggestions 9. Appendix 10. Bibliography
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46-58 59 60-62 63 64 65-67 68