A study on Distribution Channels of

Mahindra (2 Wheelers)"
Group Number:
Group Member: Dipti Jha
Pranit Choure
Upadhi
Srikant Rao
Pranav Mandlik

PGP/17/017
PGP/18/98
PGP/18/113
PGP/18/168
PGP/18/355

Objectives:
1. To go the market, observe the functioning of channel intermediaries and
connect theory with practice.
2. To communicate with the organization and to see the different types of
marketing activities. The main emphasis is on the distribution Channel
aspect of the organization.
3. Find the depth and width of distribution channel adopted by Mahindra (2
Wheelers) and compare them with those followed by competitors.

Industry: Automobile (Two Wheelers)

Company: Mahindra
Dealer/ Distributor/ Agent Business: Panama Motors, Kozhikode
Methodology:
Marketing research is "the process or set of processes that links the consumers,
customers, and end users to the marketer through information information
used to identify and define marketing opportunities and problems; generate,
refine, and evaluate marketing actions; monitor marketing performance; and
improve understanding of marketing as a process.
Sources: Primary data collection involves Dealer/Distributor/Agent Business
Research Method: Interview using a questionnaire
The group aims to extract information through interview using a questionnaire
format in order to finds answers to the following questions from company and
dealer/distributor/agent business perspective:Company Perspective
1.
2.
3.
4.
5.

Category, Products, Variants in each product

Market coverage strategy
Target Segment
SWOT
Logistic partners

Dealer/distributor/agent business perspective

1. Selling Approach
2. Tie-ups or Sub dealership
3. Differentiation strategy

4.
5.
6.
7.

Use of technology
Number of companies the dealer deals with
Number of salespersons/ employees
ROI, Turnover and Margin structure

Preliminary Results:
We had two meetings with the dealer/distributor/agent business. We have
found out that the dealer/distributor/agent business is engaged with
Mahindra. The product category is two wheelers. The product offering
constitutes of scooters and motorcycles. There are many variants in each of
the two products. They also offer after sales services and solutions to the
customers.
We would also try to incorporate a secondary research spanning the
distribution channels used by the company with other dealers and locations.
Based on the information collected regarding the dealers business and our
understanding of the concepts we will try to analyse if there are any areas of
conflict within the channel and the reasons for the same. The secondary
research will also include analysing the distribution channel usage by the
competitors and opportunities to incorporate the successful models that exist.
Finally, we will try to suggest ways of improvement for the company in its
usage of distribution channels.