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CONTENTS
1. Introduction
2. Company Profile
3. Product Profile
Annexure
Questionnaire
Bibliography
1
Synopsis
Chapter 1
INTRODUCTION
Introduction
Literature Review
Statement of the problem
Purpose of the study
Scope of the study
Objectives of the study
Chapter 2
Company Profile
Organization profile
Organization chart
About Piaggio company
Sampling
Research design
Data collection methods
Measuring tools
Chapter 3
PRODUCT PROFILE
Brands and models
Competitor Analysis
Present and Future
Milestones of Piaggio
Chapter 4
Survey Analysis and Interpretation
Chapter 5
Findings, Suggestions and Conclusion
Annexure
Questionnaire
Bibliography
2
Chapter 1
INTRODUCTION
Introduction
Literature Review
Methodology
3
Introduction
4
This project report containing the marketing research on market
not only producing and selling vehicles and now they are concentrating
to target the domestic market and they trying to know how much is the
domestic market and local people are aware of their APE brand and how
they have opinion regarding the brand. So in simple the need is to know
the awareness level and potential customer about the PIAGGIO APE
vehicles.
brand of PIAGGIO and also know who are the potential customers and
The sample size for this study is 100 respondents and the
respondents.
Literature Review
5
Definition of potential
conditions within a specific period of time (i.e. what you might could or
achieve)
Overview
As an input to forecast
6
New or growing product potential
dimensions.
Relative advantage
Compatibility
Risk
Customer Awareness
7
campaign. Promotion marketing involving a one to one component is
customers.
Management problem
Research problem
To find out and study the market potential and customer awareness
will be helpful for the managers to make decisions hence this study
should be conducted.
8
Scope of the study
also like to know the factors influences the purchasing of the vehicles.
The study will help the company it can find out where there competitors
stand and also it help to know the customer profile. The study covers the
Objectives if study
vehicles
Methodology
Sampling method
Sampling
9
A sampling process is a definite plan for obtaining a sample from the
sample.
Sampling Unit
srinagar city.
Sampling Size:
Research Design
without which researchers may not be able to obtain the facts and figures
10
Sources of data
Primary data
Secondary data
11
Chapter 2
Company Profile
Organization profile
Organization chart
Sampling
Research design
Measuring tools
12
History of Piaggio
was based at Sestri Ponente and produced ship fittings. In a few years the
young Rinaldo had expanded into railway fittings and aeronautics and
War II the company was one of the most important European aeronautics,
the Ape was produced and delineated the success of the goods transport
13
sector. Vespa and Ape were a splendid binomial that characterized the
Bravo and S were some of the models in this line of light, elegant
Vision
Mission
14
3 Sustainable domestic and global compositeness
1. Total quality
2. Resource productivity
3. Technology
4. Cost effectiveness
Unbeatable service
Super safety
15
Easy customization
wheelers
New initiatives
999/-.the scheme is applicable for all models of the ape 1.0 tonner.
Awards
New arrivals
16
1.3 tonner delivery van
6 seater taxi
Dealer location
providing 420 outlets for sales and service across the country. This is
perhaps one of the largest and best organized distribution networks for
17
Chapter 3
PRODUCT PROFILE
Competitor Analysis
Milestones of Piaggio
18
PRODUCT PROFILE
Introduction of Ape
Piaggio Italy, has launched its 1.3-tonne three-wheeler 'Ape'. A 2hp cargo
vehicles (unlike Euro II for passenger cars) and by April 2005 it will
adhere to Euro II norms as well. Piaggio also plans to launch Ape with
Development.
designed and sold over one hundred scooter models. They are proof of
19
women who wrote the history of the company and with it the economic,
social and civil history of the territory Piaggio operates in Piaggio Ape a
demand for the three wheeled Ape and other Piaggio commercial
Piaggio Press
transportation models.
20
PVPL 3-wheeler vehicle shipments rose from approximately
vehicles and reported revenues of 142 million euro, for sales growth of
growth of +35.8% (104 million euro in the first nine months of 2005).
Indian market as the Ape Truck. The name capitalizes on the outstanding
success of the Ape and emphasizes the 4-wheelers capacity and solidity.
driver cab and controls for greater user comfort; the vehicle architecture
assembly/welding lines and final assembly lines for the new vehicle.
21
With an additional potential output of 24,000 vehicles/year for the Ape
but will soon also include engines: on 13 November 2006, the Piaggio &
project in India, for the construction near the city of Pune (State of
end of 2009 and early 2010. The total investment, over the next three
65 million euros.
at PVPL of more than 1,700 employees and a sales and service network
22
compared with the first 9 months of 2005. From January-September
this however changed in the early 1900's when Rinaldo went into railway
aeronautics and built aircraft engines, this however was abandoned after
the war and interest turned to personal transport to satisfy a demand for
private vehicles. The result was a prototype scooter that was nicknamed
"Paperino" (Donald Duck), but Enrico was not happy with it and handed
result in 1946 the first Vespa appeared! Following the Vespa, 1948 saw
pay") and this vehicle helped commercial activities pick up in Italy after
suffering from the war. The Ape continued to be made in basically the
23
same form from that date on next to Piaggio's range of two-wheeled
scooters.
either one (in some older models) or two seats. The body comes in
The engine in the Ape is mounted at the rear of the vehicle and
comes in numerous forms throughout the World. In general the Ape uses
either a 395 cc diesel engine (8bhp) whilst in parts of Europe the Ape is
Company are currently importing the Ape 50 that uses a 50cc catalyzed
Mallorca 2004 the 2000 Ape 50 as an Ice Cream van. (Photo taken at
The Ape 50 also comes in different body forms and also features a
24
Plumbers/Electricians Equipment and Fish Counter Equipment. The
Piaggio Ape is also built in Pune (India) by Bajaj Auto under license
Piaggio 3-wheelers that are on the roads. I saw those crossing fields full
Piaggio Models
Daihatsu Hijet.
speed 100mph
Ape s applications
25
Fast moving applications
1. Cylinder carrier
1. Water tanker
3. Milk tanker
4 Fish carrier
Municipal
Usage applications
1. Manual tripper
2. Motorised tripper
3. Hydraulic happer
26
4. Ape jetter/sprayer
5. Dumper placer
6. Tower ladder
27
28
our reputation are sustained. The striving of our employees, both RCES
Its the ideal solution for frequent deliveries within urban areas thanks to
Choose it for its consumptions: Ape 50 allows you to travel more than
29
- Traditional sides
- alloy sides
Marketing review
23 September 2015
Piaggio had a strong cash flow emanating from the success of the
Vespa, and decided to develop other products. In 1957 they produced the
In 1959, Piaggio came under the control of the Agnelli family, the
Fiat in Italian industry, in the 1964 the two divisions (aeronautical and
Piaggio Aero is controlled by the family of Piero Ferrari, who also still
30
Under New Ownership
In 1959, Piaggio came under the control of the Agnelli family, the
owners of car maker Fiat SpA. Vespa thrived, until 1992 when Giovanni
Alberto Agnelli became CEO - but Agnelli was already suffering from
acquired Piaggio, but a quickly hoped for sale was dashed by a failed
By the end of 2002, the company had run up 577 million euros in debt on
revenues of 945 million euros, and booked a loss of 129 million euros.
financial was in a bad shape, but its brand was still well known and its
product was featuring in more Hollywood films thanks to the Vespa ET4.
In 1995, Colaninno had pulled off what was then Europe's largest-ever
through his holding company Immsi SpA in exchange for just under a
third of Piaggio and the mandate to run it. Chief executive Rocco Sabelli,
31
redesigned the factory to Japanese principles, and redesigned the factory
Colaninno didn't fire a single worker - a move which helped seduce the
He also gave the company's engineers, who had been idled by the
company's financial crisis, deadlines for projects - they rolled out two
wheels in front and one in back which grips the road better.
inside was its scale. Even though Piaggio was the European market
leader, it was dwarfed by rivals Honda and Yamaha. A year after rescuing
total 125
32
PIAGGIO BENELUX B.V.
Hoevestein 48
BELGIQUE
4903 SC Oosterhout-NB-NEDERLAND
NEDERLAND
LUXEMBOURG +31 162 44 75 02
ltv@piaggio.nl
PIAGGIO HELLAS LTD
259, IMITU str.
HELLAS
11631 ATENE
+30 21017572100
PIAGGIO LIMITED
UNITED 1, Boundary Row
KIMGDOM SE1 8HP LONDON
+44 2074014300
PIAGGIO FRANCE S.A.
32, rue d'Armaill
FRANCE
75017 PARIS
+33 (0) 158053860
PIAGGIO ESPAA S.A.
Calle Rosario Pino, 14-16
ESPAA
Edificio Rioja
PIAGGIO DEUTSCHLAND GMBH
DEUTSCHLAND Marie Curie Strasse 8
50170 Kerpen
It is available both with short and long rear cargo deck. In long rear cargo
deck model, the payload area is 2,75 square meters with transportable
33
we can choose between handlebar model, for suburban areas and the
steering wheel model, for driving inside and outside the city. Its also
Business Description
with the Piaggio, Vespa, Gilera, Aprilia, Moto Guzzi, Derbi and Scarabeo
vehicles (VTL) for utility and personal mobility, with the Ape, Porter and
engines for scooters, motorbikes, minibikes and karts. The Group has 7
34
of China) and operations in over 50 countries. In 2004 the Group
Competitor Analysis
following sections:
- Dividend Analysis
- Inventory Analysis
35
Days Inventory
produce and market engines, vehicles and components for the Asian
market. The Prime Minister of the Popular Republic of China Wen Jiabao
The final contract is signed for the acquisition of the Aprilia - Moto
Guzzi Group, and with that the undisputed leader in the Italian 2 wheel
market is born: 24% of the European 2 wheel market and 35% of the
Italian market, over 600.000 vehicles per annum, 6.000 employees and 8
36
Following the Aprilia deal IMMSI S.p.A. becomes the major controlling
Management Division.
The Piaggio Group carries out its own research in 5 centers located in
Italy, Spain, India and China; the centers employ over 700 technicians.
37
life. These are also the key elements in maintaining its leadership
Range of engines
The Piaggio Group has at its disposal an engine research division which
is unique in the whole of Europe and has the capacity to deal with an
from 50cc to 1200cc, either 2 or 4 stroke with one or more cylinders, and
Through a suite of unique and well defined brands, the Groups product
range satisfies the needs of a vast clientele. Whilst the mono and dual
cylinder range of scooter motors between 50cc and 850cc constitutes the
38
common basis for this product category across the brands (Piaggio,
twin cylinder transverse engines with universal joints and Aprilias high
As with engines, the product range is very wide, from mopeds to light
versions and racing vehicles, and both on and off road bikes as well as
39
new architectural solutions by means of aerodynamic and ergonomic
analysis.
Moto Guzzi guarantees the commitment of Piaggio R&D not only in the
high performance sector where our products are at the cutting edge of
emotional response.
40
multibody analysis, all of which allow the identification of potential
chambers for acoustic tests and test benches for engines and finished
vehicles.
Careers value
products is the fundamental basis on which our image and our reputation
41
innovation and the anticipation of market needs is the real engine of our
leadership and of the value created for our customers and the company. t
and their potential plays a central role in our business vision, in our
constitutes satisfaction for our clients, are the only real guarantee that
concepts of skill and being skilled are inextricably linked with having
42
The primary objective of Piaggios human resource management
The polices are therefore born out of the business vision and their
exchange of value which is motivating for all the people who work in the
company.
1) To increase employee value: staff is the first and the most important of
43
best because they see their contributions suitably rewarded and their
excellence, in the sense that they are meant to create and establish
collective behaviors in line with the evolution of the company and of the
Milestones of Piaggio
44
The year 2005 saw piaggio vehicles private limited achieve
Piaggio has sold around 98,470 units of ape 1 tonner covering both
the cargo and passenger segments and close to 2000 units of ape 1.3
Diamond
Chapter 4
45
46
SURVEY ANALYSIS
This Chapter deals with the analysis of data collected from the survey of
The data has been analyzed with reference to the stages involved in the
consumer.
role. Individuals and groups who satisfy their needs by obtaining products or
A convenient sampling technique was made use of for this survey and
47
1. Do you have any three wheelers?
Frequency Percent
Valid Yes 90 90.0
No 10 10.0
Total 100 100.0
Do you have any three wheeler
no
yes
Interpretation:
The above graph shows that 90% of the respondents have 3 wheelers and
48
Mention the factors influenced you to buy vehicle
Frequency Percent
Valid Brand name 29 29.0
After sale service 11 11.0
Mileage 43 43.0
Technology 6 6.0
Design 5 5.0
Price 6 6.0
Total 100 100.0
Interpretation:
The above graph shows that 29% of respondents agree that brand name is
buy vehicles
vehicle
49
2. Are you aware of Piaggio Vehicles?
50
Frequency Percent
Valid Yes 97 97.0
No 3 3.0
Total 100 100.0
No
Yes
Interpretation:
51
From the above the graph we can see that in the total sample size
of 100,
97% of respondents aware of the piaggio vehicle and 3% of the
respondents not aware.
Here we can see awareness level of customers towords the
Piaggio ape vehicles.
Srinagar?
Frequency Percent
Valid Yes 92 92.0
NO 8 8.0
Total 100 100.0
Interpretation:
From the above graph we can see that 92% of the respondents
52
Frequency Percent
Valid Strongly agree 22 22.0
Agree 49 49.0
Neither agree not disagree 23 23.0
Disagree 5 5.0
Strongly disagree 1 1.0
Total 100 100.0
50
40
30
20
Percent
10
0
Strongly agree Neither agree not di strongly disagree
Agree Disagree
53
Interpretation:
5% of respondents has said that piaggio ape brand did not lived up
to their expectation
54
5. What is your opinion about quality of Piaggio ape vehicles?
Frequency Percent
Valid Excellent 26 26.0
Good 38 38.0
Average 34 34.0
Poor 2 2.0
Total 100 100.0
40
30
20
Percent
10
0
Excellent Good Average Poor
Interpretation:
From above graph we can see that the opinions made by the customers
26% respondents have the opinion of the quality of the piaggio ape
vehicle is excellent
55
34% of them said that quality is average ,
Frequency Percent
Valid Yes 36 36.0
No 64 64.0
Total 100 100.0
60
50
40
30
20
Percent
10
0
Yes No
56
Interpretation:
The above graph shows that the number of respondents wants to purchase
or change vehicle.
57
7. If yes the purchase will be
Frequency Percent
Valid Within 4 months 7 7.0
4 to8 months 10 10.0
8 to 12 months 9 9.0
After one year 10 10.0
Total 36 36.0
20
10
Percent
0
Within 4 months 4 to8 months 8 to 12 months af ter one year
58
Interpretation:
The above graph shows that the time period for purchase of
vehicles
Out of 36% of,7% of respondents have planned to buy vehicle
within 4 months
10% of them have planned to buy 4 to 8 months
9% of respondents have planned to buy within 8 to 12 months
10% of the respondents have planned to buy after one year
59
8. Will you purchase piaggio vehicle
Frequency Percent
Valid Definitely 7 7.0
Probably 16 16.0
not sure 7 7.0
Probably not 3 3.0
Definitely not 3 3.0
Total 36 36.0
40
30
20
10
Percent
0
definitely probably not sure probably not def initely not
60
9. I do not intend to purchase/change my vehicle because
Frequency Percent
Valid Satisfied with existing 27 27.0
vehicles
Vehicles are highly priced 5 5.0
Difficult to handling 23 23.0
High maintenance cost 8 8.0
If other specify 1 1.0
Total 64 64.0
Missing System 36 36.0
Total 100 100.0
40
30
20
10
Percent
0
satisf ied w ith exist Dif ficult to handlin If other specify
Vechicles are highly High maintenance cos
Interpretation:
61
According to survey it was found that the satisfied with existing vehicle,
vehicles
purchase vehicle.
62
Chapter 5
63
Findings
64
5% of respondents have said that piaggio ape brand did not lived
up to their expectation
vehicles
within 4 months
65
7% of respondent said not sure
vehicles
purchase vehicle
66
Suggestions
The company should take steps to increase the awareness among the
vehicles.
67
Conclusion
From the survey analysis it was found that most of the people are
activities that are carried out by the dealers are less. Therefore they
And the company also has to make a point the most of the people
in their suggestion said that they want 4 wheelers ape range vehicles. So
the company can use this information to manufacture the right type of
68
Annexure
Questionnaire
Bibliography
69
Questionnaire
Yes
No
b) Safety f) Maintenance
d) Aesthetic
your mind.
c) Mileage f) price
Yes
70
No
Yes
No
a) Executive d) Friends
b) Pamphlet e) TV
a) Excellent c) average
c) Good d) poor
Yes
No
71
b) 4 to 8 months d) after one year
If no move to question no 13
c) Not sure
Bibliography
Reference books
Russells Winner
Company manuals
72
Websites
www.google.com
73