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Summer Internship Project Report On Sale
Summer Internship Project Report On Sale
Summer Internship Project Report On Sale
EXECUTIVE SUMMARY
I have chosen this topic concerned to their requirement as the Bellad Enterprises
PVT LTD. GM having over 12 brands in different countries, but mainly 2 brands on
which I have concentrated more as per requirement of Bellad Enterprises PVT LTD.
Because as the GM is one of the biggest companies in the world not only
producing and selling cars and now they concentrating to target the domestic market and
they trying to know how much the domestic market or local people are aware of their
different brands and how they have opinion regarding these brands.
So in simple the need is to know, the awareness level and the customers response
brands of GM and also to know the opinion in the market and their perception and
Regarding to my project sample size is 100 and the sample target customers are
those people who visit the company’s showroom and by random sampling through
convenience sampling i.e those customers who come at the different places near the
company showroom. Here random sample because to make people aware of GM different
brands, and also to check perception of people regarding brands who already know the
Method of Analysis:
evaluation of data is done using statistical tools and technique like simple percentage
method, graphical representation with the help of data code sheet using MS Excel
software.
All the analysis and recommendations are based on the results have been got after
INTRODUCTION
opportunity given by the Bellad’s Enterprises Pvt Ltd. Hubli, to learn practical aspects of
market.
I have chosen this topic relating to the company requirement, to make the brand
awareness to the domestic market people or customer. As the GM is one of the biggest
companies in the world not only producing and selling cars the market as domestic level.
So the basic need is to know the brand awareness level of GM & Bellad
with a product or service. A brand typically includes a name, logo and other visual
elements such as images fonts, color schemes, or symbols. It also encompasses the set of
expectations associated with a products or service which typically arise in the minds of
people. Such people include employees of the brand owner, people involved with
distribution, sale or supply of the product or service, and ultimately consumer. In other
contexts the term “Brand” may be used where the legal term trademark is more
appropriate
products/services apart from the competition. By using a particular name, phrase, design,
corporate culture and identity. A brand must have meaning to its consumers, its
organization and its employees. Brand is an emotional link between you and your
customer. It is what people buy when they buy your product or your company. The most
important part of a brand’s identity is the promise it makes to customers. The essence of
experiential aspect. The experiential aspect consists of the sum of all points of contact
with the brand and is known as the brand experience. The psychological aspect,
sometimes referred to as the brand image, is a symbolic construct created within the
minds of people and consists of all the information and expectations associated with a
product or service. The animist approach to brand building considers the conceptual
Where brand recognition builds up to a point where a brand enjoys a mass of positive
sentiment in the marketplace, it is said to have achieved brand franchise. One goal in
brand recognition is the identification of a brad without the name of the company present.
this context a “brand name” constitutes a type of trademark if the brand name exclusively
identifies the brand owner as the commercial source of products or services. A brand
owner may seek to protect proprietary rights in relation to a brand through trademark
registration.
The act of creating public awareness of a specific brand in order to maximize its
and set it apart from competition. Quite simply, if potential customers do not know about
a company, they will not purchase from it. Therefore, one of the preeminent goals of any
possible.
necessary to build brand awareness strategies out by instilling trust among consumers.
This trust must be achieved through credibility, rather than just a catchy advertising
due to its different brands in domestic market. So it is very much necessary to know the
manager. An effective promotional method has to be used to make customers aware of the
product. There are many medias through which a company can undertake to solve this
problem. Brand loyalty, brand image and goodwill of the firm are all contributors to make
awareness of the product. If the brand image is very high than any product which is
The product quickly becomes aware in the market. Some company spends huge
The purpose of the study is to know the brand awareness of GM in the minds of
customers and change in buying behavior can be estimated by this study. The marketing
strategies can be designed in accordance with this change. It will be helpful for the
The main important purpose of the study is to know the awareness level of GM
brands, and I also like to know the factors, which influences the purchasing of the car.
I ) To study brand awareness with respect to Chevrolet and Opel brands of General
Motors:
Sub-Objectives
1) To know the top brands preferred by customers among the various available.
2) To know the awareness level of GM (GENERAL MOTORS)
3) To know the awareness level of BELLAD’S Enterprises GM CAR Showroom.
4) To know the effectiveness of the available media
II) To know the various criteria for choosing particular brand of car.
Sub-Objectives
1) To find the factors like Brand Name, Safety, Comfort, Price, Maintenance,
Aesthetics, etc., that influencing the buying behavior of customers while choosing a
particular companies car.
ORGANIZATION PROFILE
Rayapur,Hubli-580025
Karnataka.
Bellad Enterprises Pvt Ltd is an authorized dealer for GM, for Marketing, Sales,
Bellad Enterprises Pvt Ltd started its operations in 2003 at Hubli city have a well-
equipped workshop with all infrastructure facilities. The workshop is well supported by
an organized spare parts division. The dealership includes departments, which are
Board of directors
Board of Directors
Managing Director
General Manager
Sales Executives
Service Advisers
Supervisors
Mechanics
In the Early 1900's there were nearly 1000 Car Companies building and selling
Cars. Motorcar firms were appearing everywhere. By the late 1920's only 200 firms
continued in Business. Most of which later by acquision merged with much more
In 1902 David Buick incorporated Buick Motor Car Company in Detroit (USA),
which later was the Nucleus of the Original General Motors Ltd.
William Capro Durrant King of The Carriage Makers predicted that a million cars
a year would be in demand some day. With the acquision of Buick in sometime 1904
Ewing, Marquette, Welch, Scripps-Booth, Sheridan and Elmore With Rapid and Reliance
trucks.
(USA) with a population of 25,000 and merged all the acquisition to form only four
By 1911 only 3 years after foundation General Motors exported its first batch of
By 1920 Durrant had acquired 30 Companies by full or part purchase cf their stock. Two
major acquisitions were McLaughlin Motor of Canada (which later became General
At the time GM was getting started. Engineering development was at. its peak with new
kinds of technology and gadgets innovations to make cars better and more reliable. One
doing away the dangerous and unpredictable hand crank. This made the car more popular
Boss Kettering who became the technical mastermind of GM in 1925 merged his
engineering company with General Motors and in charge of its unparalleled research and
engineering programs.
Some of the innovations were All steel one-piece roof, Two cycle diesel truck engines,
During World War I GM turned its facilities within 18 months to the production of war
materials.
During World War II FROM 1942 TO 1945 GM halted all automobile production and
After World War II Engineering and Manufacturing units in Brazil and Australia.
In 1983 all Buick's design and platform changed from RWD to FWD.
1984 Joint venture with Toyota Motor Company of Japan to produce small cars for USA
1984 new brand added to the fleet Saturn, compact cars to compete with Japanese
1984 acquired Electronic Data Systems (EDS) Dallas to enter the Information
Technology Industry.
its own electronics division with Hughes and formed GM Hughes Electronics
Corporation.
1987 GM's Sunraycer, a solar powered car designed and built by several of GM's units,
won the inaugural transcontinental World Solar Challenge in Australia. Overshooting the
nearest compition by 600 Miles. The 6-day trek was an evidence of GM leadership in
1992GMAC was established (MasterCard credit) to facilitate the customer with easy
money.
1992 GM& Toyota signed an agreement for GM to supply North American built cars to
Toyota for sale in Japan. GM will build RHD Chevrolet Cavaliers in the US, which
• The world's largest automaker has been the global industry sales leader since 1931.
• Has manufacturing operations in 32 countries and its vehicles are sold in 200
countries.
MILESTONES:
1897
Olds Motor Vehicle Company, Inc., the oldest unit of General Motors Corporation, is
organized by Ransom E. Olds with capital of $50,000 & the first Oldsmobile is produced
1902
1903
1904
1908
Sept 16: Under Billy Durant's leadership, General Motors Company is organized
Nov 12: Oldsmobile becomes the second company to join General Motors when Olds
1909
1911
Chevrolet, William Little and Edwin Cambell, William Durant's son-in-law. Headquarters
1925
1926
GM enters South Africa by forming General Motors South African (Pty.) Limited.
General Motors New Zealand Ltd. begins assembly operations at Petone on August 30.
1929
Adam Opel AG, based in Russelsheim, Germany, is acquired by GM and takes its place
1930
The 1930 Cadillac "V-16" is the industry's first production car to offer sixteen-cylinder
engine and immediately sets a new standard for power, performance & luxury
1931
General Motors - Holden's Ltd. is formed through merger of Holden's Motor Body
1940
1950
Chevrolet introduces the Powerglide transmission, becoming the first competitor in the
1951
Buick's LeSabre and XP-300, two custom-built super-streamlined concept cars, are
1952
1953
The Chevrolet Corvette is introduced. It is the first volume production sports car and the
1958
GM marks its 50th anniversary with a year-long Golden Milestone celebration. The
theme was "From the Progress of the Past - the Promise of the Future"
1967
1972
GM enters into a joint venture with Shinjin Motor Co. of Seoul, Korea, to build and
In 1982, Daewoo Group assumes managerial control and renames it Daewoo Motor Co.
Ltd.
1981
GM and Suzuki Motor Company, Ltd., the world's largest manufacturer of mini-compact
1983
The 1984 Chevrolet Corvette is introduced, with the car's first major styling change in 15
Years.
1986
General Motors of Canada and Suzuki announce a joint venture, CAMI, to manufacture
1995
GM sales beyond North America exceed 3 million units for the first time.
agreement for a proposed vehicle joint venture, a joint venture technical development
1999
2001
Shanghai GM, launches the Buick Sail, the first modern family car built in China
2002
The GMDAT started operations on October 17, with GM and its partners Suzuki and
2004
GM is the only auto maker to make Fortune magazine's annual rankings of the top 50
2005
The all-new Chevrolet Aveo sedan makes its worldwide debut at Auto Shanghai, China's
General Motors India incorporates a 50-50 joint venture company with the C.K. Biria
Group of Companies,
1999
GM India Products
GM India Plant located on 45,000-square-meter plant at Halol, 45 kilometers northwest
of Vadodara, in the western state of Gujarat. Produces two models Optra and Tavera and
environment combining:
Indian Ingenuity
GMDAT Engineering.
undergoing major expansion to further increase its capacity to 85,000 units in 2006 to
provide world class vehicles made in India to the discerning Indian consumer.
1911
Chevrolet Motor Company of Michigan is incorporated in November by Louis Chevrolet,
1918
1924
• GM's first European assembly plant at Copenhagen is to build Chevrolets for sale in
1929
Chevrolet introduces its new six-cylinder engine for use in commercial vehicles.
1953
1958
Chevrolet introduces the El Camino, designed to combine big car comfort with the utility
1959
Chevrolet introduces the Corvair. General Motors New Zealand Ltd. begins assembly
1963
In 1963, one out of every ten cars sold in the United States was a Chevrolet.
1966
1975
1983
The 1984 Chevrolet Corvette is introduced, with the car's first major styling change in 15
years.
1966
2005
The all-new Chevrolet Aveo sedan makes its worldwide debut at Auto Shanghai, China’s
Chevrolet in India
In July 2003, Chevvy was back in the India after about 40 years.
February 11, 2003 New Delhi: GM India launches a unique advertising campaign
‘I am Chevrolet’. “I am Chevrolet--India”.
Chevrolet
Opel
Vauxhall
Cadillac
Buick
Oldsmobile
Pontiac
GMC
Saturn
Holden
Saab
Isuzu
History of Opel
Adam Opel, the founder of Opel, was born on May 9 th ,1837 in Russelsheim. His
father was a smith so it was obvious that Adam would take over this business. It all
In Paris he got interested in sewing machines and after having worked in a factory
where they produced sewing machines he made the decision to go back to Germany
The Factory was a big success, so in 1867 Adam bought a piece of land near the
In the meanwhile Adam got interested in bicycles, which became very popular in that
time. In 1886 he starts producing his first bicycle under the name of Opel, the well
known model with the huge front wheel and the small rear wheel.Very soon Adam
starts producing different models and again this is a big hit: the bicycle division is
expanding rapidly.On September 8lh ,1895 Adam Ope dies and his sons take over the
business. At that time Opel is a company which produces 20,000 sewing machines and
around the turn of the century when they discovered a gap in the market. There was
nothing between the bicycle and a car, so they started developing a motorcycle.
In 1902 they presented their first motorcycle, soon followed by more models.
The attempt to take over the market failed and Opel stopped producing motorcycles.
In the years to come Opel took two more attempts to become a producer of
After the first world war things are looking bad for Opel. The whole factory has to be
started up from scratch. They first start producing bicycles and in 1919 the first car is
produced again. Unfortunately, because of the bad economy, there is hardly a market
for new cars. On top of that the technology used is already old fashion.
Opel just in time realises that the only way to survive is too lower the price of the
vehicles. To be able to realise this they implement a new production method which is a
The first car produced according to this concept is the "Laubfrosch" , only available in
The "laubfrosch" is a turning point for Opel. Production is going up and in the year
In the twenties everything looks okay for Opel: production is going up and sales are
good. In 1926 foreign car producers start flooding the market and Opel realises that it
Due to several financial events Opel is eventually forced to start negotiating with
General Motors about a take over. In 1929 GM takes over 80% of the stock and two
years later the other 20 %. An agreement is made that the name Opel remains.
General Motors itself is a company founded in 1908 in the United States. General
Motors was a merger of several little companies of which there where many in those
days. Already soon more and more companies join, companies like: Olds motor
the Cadillac motor company. Already after three years GM started up its international
activities. GM kept on growing and growing and took over more and ore companies.
In 1923 GM opened its first assembly plant outside North-America, namely: Denmark.
To meet the demands of the European customer, General Motors Continental was
Nowadays GM is one of the biggest companies in the world not only producing and
1862 Foundation of Adam Opel AG in Russelshiem, where he builds his first Sewing
Machine.
1887 Opel builds first high-wheeler bicycle. Later in the year Production of first safety
bicycle.
1899 Contract with carriage builder Friedrich Lutzmann from Dessau. First Opel car built
1902 Manufactures of bodies for cars under brand name Opel-Darracq. Car completely
built by Opel lOhp 2-cyl engine with built in water pump, at a top speed of 45Km/h.
1904 Four speed transmission, drum brakes, double ignition, spur gear driven
production.
1912 new model launched with 40/100 hp 4 cyl-engine with multi Valve technology.
Heating available as standard for the first time. New model launched with 13/30 hp
1913 Construction of the first Opel racecar with 16 valve OHC four cylinders.
1914 New 5/14 model launched called "The Puppchen". Opel is Germanys biggest Auto
manufacturer.
1916 First Opel Six cylinder engine 4.7 liters l8/50hp with electric starter, electric
1924 New model launched called "Laubfrosch" 4/12 hp engine. With Multi-plate steel
clutch, oil pump lubrication, removable cyl cover. Opel dealers introduce standardized
1928 Presentation of Opel Eight cylinder 24/110-hp engine on new model called "The
Regent" with 4 wheel brakes. - On May 23rd 1928 Fritz Von Opel reaches top speed of
238 Km/h on the Berlin avus track with the rocket car Rak-2. This record was not broken
1931 GM acquires 100% of Opel. New 1.8 liter six cyl engine and 1.2 liter four cyl
1935 model Olympia with integral all steel body frame. And increased passive safety.
1936 Opel is Europe's largest auto producer with annual production of 120293 cars.
New model launched Kadett wil integral safety frame and body.
1937 Bicycle manufacturing ends. New super six-cyl engine with short stroke OHV.
1940 One millionth Opel produced. Passenger car production stops in October.
1946 Production of the first post-war Opel, a 1.5 ton Blitz truck.
1951 per run engines installed on all Opel models. Opel is the first manufacturer to
1956 Two million Opel Kapitan Produced. Inaugural of new body plant K-40. Plant
1962 Opels 100th anniversary. Inaugural of Bochum plant to produce new Kadett-A.
1964 Introduction of the new Opel Kapitan, Admiral and Diplomat models.
1969 Second generation of Kapitan, Admiral and Diplomat with new body and De Dion
rear axle.
1984 new Senator model first passenger car in the world sold with Supercharged Diesel
ERS as standard. Single point fuel injection standard with Corsa and
Kadett.
1986 new Opel Omega launched super saloon with Euro I norms
1988 Opel launches Vectra in H/B and N/B body styles. With Euro I norms.
1989 Opel installs Euro II engines on all petrol models as standard equipment.
of 2000.
1991 Opel at 1ST position in the market and Launch of The Astra H/B model.
1992 Opel Astra N/B model launched. New model 4 wheel drive Montery and Frontera
1993 Opel at number one position in the market with models available in all segment to
1994 new Omega launched with 6 CYL engine as standard, Omega also wins "Golden
Steering Wheel award". Launch of Tigra 2 door coupe with 16 valve engines as standard.
Diversity Awards
2004
Community Spirit Award to GMHIT (GM Hispanic Initiatives Team) from Latino
October 2004
100 Best Companies for Working Mothers, Working Mother Magazine, October
2004
2004)
LatinaStyle Magazine,Top 50 Best Companies for Latinas to Work For in the U.S.
2004)
2004)
2003
"Top 50 Best Companies for Hispanic Women to Work for in the U.S.," Latina
2002
Div2000.com , 2002
Padilla
Orlando Padilla
Rod Gillum
SAMPLING
people and hence devote more energy to ensure that the information collected from them
accurate.
Concerned to my project, the sample represented is, as sample size of 100 people in
number & the sample is consisting of the visitors of company showroom and other
Concerned to my project, I have selected the target population as; the customers
come to the company showroom and also through random sampling the customers who
basically the GM car showroom and customers come to other company’s car showroom
1. Maruti (RNS)
4. Hyundai (Bellad)
RESEARCH DESIGN
The information necessary for this survey is collected by tapping primary and
Primary Sources:
Questionnaire:
close ended. And the questionnaire was addressed to the customers who visited the
company showroom and also other companies’ showroom and those customers who
Personal Interaction:
Secondary Sources:
Company Websites
Company Reports
Yes 32%
Yes 32%
No 68%
No 68%
The above graph shows that 32% of the respondents are owners of cars and 68%
45 42
40
35
30
25
20 15
15 11 10
8
10 5 5
5 2 2
0
GM MUL TATA Hyundai Fiat Honda Toyota Ford Others
Motors
the minds of customers, 15% of respondents are Tata Motors, 11% of respondents
Yes
Yes No
96% 4%
No
100 96 4
From the above graph we can see that, in the total sample size of 100. 96% of the
respondents were aware of Bellad Enterprises pvt ltd GM car showroom at Hulbi,
and 4% of the respondents were not aware of Bellad Enterprises pvt ltd GM car
showroom at Hulbi.
Yes 96%
No 4%
Yes 96%
100 96 4
From the above graph we can see that, in the total sample size of 100. 96% of the
respondents were aware of General Motors, and 4% of the respondents were not
aware of GM.
35
30
25
20
15 32
27
10 20
5 12
5 4
0 0
Hoarding News Magazines TV ads Internet Others Blank
papers
The above graph shows that majority of the respondent came to know about GM
Opel
Both
None
Both Blank
84%
Here we can see that out of 96 respondents, 8% respondents are aware of only
Chevrolet brand and 4% respondents are aware of Opel brand. Majority of the
45 42
40
35
30 24
25
18
20
15 12
10 4
5 0
0
Strongly Agree Neither agree Disagree strongly Blank
agree nor Disagree disagree
The above graph illustrates the expectation level of customers towards the GM
whatever they expected from the brand has lived up to their expectations. 42
respondents have too agreed on this, 24 respondents have neither agreed nor
disagreed on this.12 respondents has said that GM brands did not lived up to their
expectation.
50
40
30
48
20
28
20
10
4
0
0
Excellent Good Average Poor Blank
100 20 48 28 0 4
Here from above we can see that, the opinions made by the customers towards the
GM brands. 50% respondents have opinion of the GM products are good. 21%
respondents have rated it as excellent brand. 29% of them said that brands are
30
25 24
25
20 18
15 13
10
10 6
4
5
0
ce
e
e
ty
tic
rt
er
am
ic
fo
fe
an
th
he
Pr
om
Sa
O
N
en
st
Ae
d
nt
an
ai
Br
According to survey it is found that Mileage, Price and Maintenance are the most
100%
90% 8
80% 7
70% 6
60% 5
50%
4
40%
3
30%
20% 2
10% 1
0%
GM MUL Tata Toyota Hyundai Fiat Honda Ford
SUMMARY
It was a good opportunity given by the Bellad’s Enterprises Pvt Ltd. Hubli, to
I have chosen this topic relating to the company requirement, to make the brand
awareness to the domestic market people or customer. As the GM is one of the biggest
companies in the world not only producing and selling cars the market as domestic level.
So the basic need is to know the brand awareness level of GM & Bellad
FINDINGS
It is found that majority of the respondents are preferred by Maruti brand, i.e.42%
of respondents, 15% of Tata brand, 11% of Hyundai and 10% of Toyota brand.
It was amazing to know customers were aware of GM. I.e. 96% of the respondent
96% of respondents are aware of Bellad Enterprises Pvt Ltd GM car showroom at
Hubli.
TV ads and others. I.e. 27% of Newspapers, 20% of TV ads and 32% of others.
The brands have lived up to the expectation of the customers. I.e. 42% of
The opinion of the customers towards GM brands was good. I.e. 50% of
Price, Maintenance & Mileage were upheld as the most crucial factors considered
while purchasing a car. I.e. 25% of Price, 18% of Maintenance & 24% of Others.
RECOMMENDATION
By deep drilling of project some recommendations I would like to add to the company: -
The company awareness is good, but it has to create awareness of the GM brands
Company has to increase promotional activities like giving more advertise, free
Company has to concentrate more on the attributes that are preferred by the
expectation the company can position themselves positively in the minds of the
customers.
Most of the respondents perceived that, there are few models and more pries cars
provided by GM. Therefore, company should concentrate more models and less
pries cars.
CONCLUSIONS
From the comprehensive mining of the project some of the proposed actions or
The company awareness level being OK, it is observed that some people are
GM is one of the biggest companies in the world. And now the company is
domestic market. It is also observed that the advertising and sales promotional activities
that are carried out by the showroom are very less. Therefore they should formulate some
And the company also has to make a point that most of the people in their
suggestion said that they want the diesel and B & C Segment cars, so the company can
use this information to manufacture the right type of Cars i.e., the style that what the
people want.
QUESTIONNAIRE
Dear sir/madam,
_________________________________________________________________
Name: _________________________ Occupation:______________________
Address: ________________________ Annual Income:__________________
_________________________ Ph.No: _______________________
Thank-You for Your co-operation
BIBLOGRAPHY
REFERENCE BOOKS:
www.gm.co.in
www.chevrolet.co.in
www.opel.co.in