INTRODUCTION

MARKETING:
Production and marketing of goods and services are the essence of economic life in any

society. All organizations perform these two basic functions to satisfy their commitments to

their stakeholders – the owners, the customers and the society, at large. They create a benefit

that economists call utility which is the want-satisfying power of a good or service. There are

four basic kinds of utility – form, time, place and ownership utility. Form utility is created

when the firm converts raw materials and component inputs into finished goods and services.

Although marketing provides important inputs that specify consumer preference, the

organization’s production function is responsible for the actual creation of form utility.

Marketing function creates time, place and ownership utilities. Time and place utility occur

when consumers find goods and services available when and where they want to purchase

them. Online retailers with 24*7 format emphasize time utility. Vending machines focus on

providing place utility for people buying snacks and soft drinks. The transfer of title to goods

or services at the time of purchase creates ownership utility.

Continuous exposure to advertising and personal selling leads

many people to link marketing and selling, or to think that marketing activities start once

goods and services have been produced. While marketing certainly includes selling and

advertising, item compasses much more. Marketing also involves analyzing consumer needs,

securing information needed to design and produce goods or services that match buyer

expectations and creating and maintaining relationships with customers and suppliers. The

following table summarizes the key differences between marketing and selling concepts.

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MARKETING MIX :

The marketing mix refers to the set of actions, or tactics, that a company uses to promote

its brand or product in the market. The 4Ps make up a typical marketing mix - Price, Product,

Promotion and Place. However, nowadays, the marketing mix increasingly includes several

other Ps like Packaging, Positioning, People and even Politics as vital mix elements.

A product is an item that is built or produced to satisfy the needs of a certain group of people.

The product can be intangible or tangible as it can be in the form of services or goods. You

must ensure to have the right type of product that is in demand for your market. So during the

product development phase, the marketer must do an extensive research on the life cycle of

the product that they are creating. A product has a certain life cycle that includes the growth

phase, the maturity phase, and the sales decline phase. It is important for marketers to

reinvent their products to stimulate more demand once it reaches the sales decline phase.

Marketers must also create the right product mix. It may be wise to expand your current

product mix by diversifying and increasing the depth of your product line. All in all,

marketers must ask themselves the question “what can I do to offer a better product to this

group of people than my competitors”. Advertising typically covers communication methods

that are paid for like television advertisements, radio commercials, print media, and internet

advertisements. In contemporary times, there seems to be a shift in focus offline to the online

world. Public relations, on the other hand, are communications that are typically not paid for.

This includes press releases, exhibitions, sponsorship deals, seminars, conferences, and

events. Word of mouth is also a type of product promotion. Word of mouth is an informal

communication about the benefits of the product by satisfied customers and ordinary

individuals. The sales staff plays a very important role in public relations and word of mouth.

It is important to not take this literally. Word of mouth can also circulate on the internet.2

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 NEED OF THE STUDY

1. To identify the demand for the products of Mahindra in the market.

2. To identify the customers of Mahindra products.
3. To evaluate the marketing issues in Mahindra .

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 OBJECTIVES

The primary objective of the study was to know the products that are produced by Mahindra
and the methods of pricing that they are using for their products.

The study had the following specific objectives:

a. To find out how the pricing for the products of Mahindra is going on.

b. To explore about what are the promotional activities that are taken by Mahindra to attract
customers.

c. And to find out the steps that are involved to approach the products to its end users and to
know the distribution channels that Mahindra is having for distributing their products all
over thecountry

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 METHODOLOGY

The data which is collected is of two types. They are the following.
1. Primary data
2. Secondary data

PRIMARY DATA :
Primary data is collected from primary sources. These are very helpful to get the
information which is used as the basis for the study.

SECONDARY DATA:
The secondary data is collected from secondary sources. These are very helpful to
get the information which is used to give a perfect structure to the study.

The primary and secondary sources are the following :

a) Personal discussion.
b) Interview of officials.
c) Employees.
d) Annual reports
e) News papers
f) Inter-net
g) Market survey

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 LIMITATIONS

 The study is restricted to Rajamahendravaram City.

 The duration of the project is limited to 4 weeks due to which a small sample of

100 customers was taken.

 Income level of the people will be changing from different areas and regions.
 Information obtained from the customers may change with changing tastes and

preferences.
 Few of the respondents did not show any interest in answering the questions.

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 INDUSTRY PROFILE

Mahindra is an India-based company. The company operates in nine segments: automotive

segment comprises of sales of automobiles, spare parts and related services; farm equipment

segment comprises of sales of tractors, spare parts and related services; information technology

(IT) services comprises of services rendered for IT and telecom; financial services comprise of

services relating to financing, leasing and hire purchase of automobiles and tractors; steel trading

and processing comprises of trading and processing of steel; infrastructure comprise of operating

of commercial complexes, project management and development; hospitality segment comprises

of sale of timeshare; Systech segment comprises of automotive components and other related

products and services, and its others segment comprise of logistics, after-market, two wheeler

sand investment. Mahindra & Mahindra Ltd was incorporated on October 2, 1945 with the name

Mahindra & Mohammed Ltd. The company was renamed as Mahindra & Mahindra Ltd in the

year 1948. The steel trading business was commenced in association with suppliers in UK. In the

year 1950, the company commenced the first business with Mitsubishi Corporation and 5000 tons

of wagon building plates from Yawata Iron & Steel were supplied .In the year 1953 Otis Elevator

Company (India) was established. A joint venture was made with Rubery Owen & Company

Limited, UK and established a company under the name of Mahindra Owen. The company’s

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Machine Tools Division was commenced its operations in the year 1958. In the year 1960,

Mahindra Sintered Products Limited was established based on a joint venture with Bir Field

(GKN Group, UK). In the year 1962, Mahindra Ugine Steel Company was established as a joint

venture between the company and Ugine Kuhlmann, France. In the year 1963, International

Tractor Company of India was established as a joint venture with International Harvester

Company, USA. In the year 1965, the company entered into light commercial vehicles segment.

They established Vickers Sperry of India Ltd, a joint venture with Sperry Rand Corporation,

USA. In the year 1969, the company entered the world market with export of utility vehicles and

spare parts. In the year 1977, International Tractor Company of India merged with the company

and became its Tractor Division. In the year 1982, Mahindra brand of tractors were launched and

also became the market leader in the Indian tractor market. In the year 1991, the company

introduced commander range of vehicles in the market. Also, they established Mahindra Financial

Services Ltd as a wholesale fund provider. In the year 1995, Mahindra Holding & Finance

Limited became a subsidiary of the company to carry out business as an investment company.

The company made a technical collaboration with Mitsubishi / Samcor to manufacture the

Mitsubishi L300. In the year 1996, Mahindra Ford India Limited was established, a joint venture

with Ford Motor Company, USA, to manufacture passenger cars. In the year 1999, the company

acquired a major stake in Gujarat Tractors and renamed it Mahindra Gujarat Tractors Ltd. Also,

Mahindra & Mahindra Financial Services Ltd became a subsidiary of the company. In the year

2000, the company set up their first satellite tractor plant at Rudrapur. They launched a new age

tractor, Mahindra Arjun 605 DI (60 HP) in the market. Also, they launched Bolero GLX (a utility

vehicle) in response to the needs of urban consumers. In the year 2001, the company launched

Champion, a 3-wheeler diesel vehicle. They launched Mahindra MaXX, a multi-utility vehicle

positioned with the caption ‘Maximum Space, Maximum Comfort’. They made a tie up with

Renault for Petrol Engines.

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In the year 2002, the company launched Scorpio, a new generation, world-class sports utility

vehicle. In the year 2003, they launched Invader, a sporty open top vehicle and MaXX Pik Up.

They set up second tractor assembly plant in USA. They ventured into Industrial engine business.

Also, they launched India’s first Turbo tractor, Mahindra Sarpanch 595 DI Super Turbo.

In the year 2004, the company launched Bolero and Scorpio in Latin American, Middle East and

South African markets. They signed an MoU to enter into joint venture with Jiangling Motor

Company Group (JMCG) of China, to acquire tractor manufacturing assets from Jiangling

Tractor Company, a subsidiary of Jiangling Motor Company Group .In the year 2005, the

company acquired 51% stake in SAR Transmission Private Limited, a company engaged in

manufacture of gears and transmission shafts. The company became the first Indian auto

manufacturer to launch the Common Rail Diesel Engine (CRDe), offering it in the Scorpio. They

acquired 80% stake in the joint venture with Jiangling Motors i.e. in Mahindra (China) Tractor

Company. They established Mahindra Renault Ltd, a joint venture with Renault to manufacture

and market Logan, a mid-sized sedan, in India. Also, they established Mahindra International Ltd,

a joint venture with International Truck and Engine Corporation to manufacture trucks & buses in

India.

In the year 2006, the company acquired the Stokes Group of UK, the largest automotive forgings

company in the UK. They launched the Scorpio V-series. In July 2007, the company launched the

Mahindra Pik-Up (double cab) in Chile. In November 1, 2007, a wholly owned affiliate of

Navistar International Corporation signed a joint venture agreement with the company to produce

diesel engines for medium and heavy commercial trucks and buses in India.

In the year 2008, the company introduced FuelSmart system in Bolero and Scorpio SUVs. They

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entered into JV with TMI Pacific in Australia. In the year 2009, the company launched Xylo.

Also, they launched New, Mighty Muscular Scorpio in the market.

During the year 2009-10, the company hived off Mahindra Defence Systems Division into a

wholly owned subsidiary, Mahindra Defence Land Systems Pvt Ltd (now rechristened as Defence

Land Systems India Pvt Ltd) with effect from July 1, 2009. Also, the company signed a joint

venture agreement on November 30, 2009 with BAE Systems Plc. To form a 74:26 Joint Venture

for defence land systems products. The company divested 46.66% of the equity share capital in

Mahindra Gears & Transmissions Pvt Ltd in favour of ICICI Venture Fund. As per the scheme of

arrangement between the company and Mahindra Shubhlabh Services Ltd, the Agri Inputs

Business of along with other common assets and liabilities of MSSL was de-merged and

transferred into the company.

During the year 2010-11, the company acquired Ssangyong Motor Company (SYMC), a premier

manufacturer of sports utility vehicles and recreational vehicles in Korea. Also, the company

acquired 38% of the paid-up equity share capital through a Preferential Allotment in EPC

Industrie’ Ltd (EPC), a company listed on the Bombay Stock Exchange Limited. In February,

2010, the company had launched Maxximo in a very competitive small 4-wheeler cargo segment

(0.75 Ton). In June 2011, Bristlecone International AG became a subsidiary of the company.

In 2012, the company entered the Kenyan passenger vehicles market with the launch of their

utility vehicles, XUV500 and Scorpio. Other vehicles include pick-up range, Genio and Maxximo

mini-truck. The company also signed an agreement with Telephonics Corporation to form a joint

venture, named as Mahindra-Telephonics Integrated Systems Limited.

In 2013, the company inked partnership with online shopping portal, Snapdeal.com to sell its

two-wheeles on the site. The company launches new visual identity reflecting modernity and

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dynamism. The company launches the Verito Executive edition. The company unveils the new

Maxximo Plus Mini-truck in Bengaluru and Chennai. The company expands dealership network

across India. The company launches the new Bolero Maxi Truck Plus – The Perfectly Styled City

Pick-up in Ahmedabad. During the year, Mahindra Two Wheelers wins 3 Awards at the CMO

Asia – Manufacturing Excellence Awards 2013. Mahindra 2 Wheelers opens new dealership in

Zirakpur, Punjab.

In 2014, the company introduces ‘Yoga Seats’ in Quanto Compact SUV. During the year, the

company signs MoU with Government of Bhutan to promote usage of Electric Vehicles in the

country. Mahindra Defence Naval Systems Inaugurates new Chakan plant. Mahindra Integrated

Business Solutions signs MoU with CARE Advisory. Mahindra Logistics acquires majority stake

in LORDS Freight (India) Pvt. Ltd.

In 2015, Mahindra & Mahindra Ltd, Mahindra Two Wheelers and Peugeot Motorcycles complete

strategic partnership. Mahindra inaugurates its extended automotive manufacturing facility at

Zaheerabad in Telangana. During the year under review, Mahindra & Mahindra & Mitsubishi

Heavy Industries enter into Strategic Partnership in Agricultural Machinery. The company

launches all new mini-truck ‘Jeeto’ small commercial vehicle landscape in India. During the year,

the company has set up an Africa-focused business unit to maintain double-digit growth levels in

the continent. The company launches its tough & stylish true blue SUV – TUV 300. Mahindra &

Mahindra, Mitsubishi Agricultural Machinery and Mahindra announce Start of their Strategic

partnership. Mahindra Introduces the All New Automatic Transmission of The New Age

XUV500. Pininfarina S.p.A (‘Pininfarina’), an automotive design and engineering services

company was acquired by the Mahindra group during the year under review.

On 18 December 2015, M&M announced KUV100 (pronounced as KUV 1 double Oh’) as the

brand name of its compact sports utility vehicle codenamed S101. The company also unveiled an

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all new, world-class engine family named mFALCON, marking its entry into the ground up petrol

space.On 17 February 2016, M&M announced that its young sports utility vehicle KUV100 has

crossed 21,000 bookings in just a month post launch. On 8 March 2016, Ssangyong Motor

announced the launch of an upgraded version of its sport utility vehicle Tivoli under the model

name Tivoli Air in Seoul, South Korea.

On 22 March 2016, the Agri Business vertical of M&M announced the launch of its branded milk

under the Saboro brand. On 31 March 2016, M&M announced its foray into the global

combine harvester business, by entering into a strategic partnership with Sampo Rosenlew, a

combine harvester company based in Pori, Finland. Under the transaction, M&M will acquire

a 35% equity stake in Sampo Rosenlew. The two companies will work in tandem to grow

their combine harvester business globally.

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 COMPANY PROFILE

Mahindra was set up as a steel trading company in 1945 in Ludhiana as Mahindra &

Mohammed by brothers Kailash Chandra Mahindra and J.C. Mahindra and Malik Ghulam

Mohammed. After India gained independence and Pakistan was formed, Mohammed

emigrated to Pakistan where he became that country's first finance minister. The company

changed its name to Mahindra & Mahindra in 1948. It eventually saw a business opportunity

in expanding into manufacturing and selling larger MUVs, starting with the assembly under

licence of the Willys Jeep in India. Soon established as the Jeep manufacturers of India, the

company later commenced manufacturing light commercial vehicles (LCVs) and

agricultural tractors.Over the past few years, the company has taken interest in new industries

and in foreign markets. They entered the two-wheelerindustry by taking over Kinetic

Motors in India. M&M also has a controlling stake in the REVA Electric Car Company and

acquired South Korea's S sangYong Motor Company in 2011. In 2010–11 M&M entered in

micro drip irrigation with the takeover of EPC Industries Ltd in Nashik.In October 2014,

Mahindra and Mahindra acquired a 51% controlling stake in Peugeot Motocycles. In

December 2015, Mahindra and Mahindra Ltd and affiliate Tech Mahindra Ltd, through a

special purpose vehicle (SPV), have agreed to buy a 76.06% stake in Italian car designer

Pininfarina SpA, for €25.3 million (around Rs.186.7 crore).In January 2017, Mahindra and

Mahindra Ltd (M&M) acquired a 75.1 equity stake in Hisarlar Makina Sanayi ve Ticaret

Anonim Şirketi (Hisarlar), a farm equipment company, marking its entry into Turkey. In

September 2017 Mahindra and Mahindra Ltd acquired Erkunt Traktor Sanayii AS, a Turkish

tractor maker and its foundry business for ₹800 crore.

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In 2012 the company entered the Kenyan passenger vehicles market with the launch of their

utility vehicles XUV500 and Scorpio. Other vehicles include pick-up range Genio and

Maxximo mini-truck. The company also signed an agreement with Telephonics Corporation

to form a joint venture named as Mahindra-Telephonics Integrated Systems Limited.In 2013

the company inked partnership with online shopping portal Snapdeal.com to sell its two-

wheeles on the site. The company launches new visual identity reflecting modernity and

dynamism. The company launches the Verito Executive edition. The company unveils the

new Maxximo Plus Mini-truck in Bengaluru and Chennai. The company expands dealership

network across India. The company launches the new Bolero Maxi Truck Plus - The Perfectly

Styled City Pick-up in Ahmedabad. During the year Mahindra Two Wheelers wins 3 Awards

at the CMO Asia - Manufacturing Excellence Awards 2013. Mahindra 2 Wheelers opens new

dealership in Zirakpur Punjab.In 2014 the company introduces 'Yoga Seats' in Quanto

Compact SUV. During the year the company signs MoU with Government of Bhutan to

promote usage of Electric Vehicles in the country. Mahindra Defence Naval Systems

Inaugurates new Chakan plant. Mahindra Integrated Business Solutions signs MoU with

CARE Advisory. Mahindra Logistics acquires majority stake in LORDS Freight (India) Pvt.

Ltd. In 2015 Mahindra & Mahindra Ltd Mahindra Two Wheelers and Peugeot Motorcycles

complete strategic partnership. Mahindra inaugurates its extended automotive manufacturing

facility at Zaheerabad in Telangana. During the year under review Mahindra & Mahindra &

Mitsubishi Heavy Industries enter into Strategic Partnership in Agricultural Machinery. The

company launches all new mini-truck 'Jeeto' small commercial vehicle landscape in India.

During the year the company has set up an Africa-focused business unit to maintain double-

digit growth levels in the continent. The company launches its tough & stylish true blue SUV

- TUV 300. Mahindra & Mahindra Mitsubishi Agricultural Machinery and Mahindra

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announce Start of their Strategic partnership. Mahindra Introduces the All New Automatic

Transmission of The New Age XUV500. Pininfarina S.p.A ('Pininfarina') an automotive

design and engineering services company was acquired by the Mahindra group during the

year under review.On 18 December 2015 M&M announced KUV100 (pronounced as KUV

`1 double Oh') as the brand name of its compact sports utility vehicle codenamed S101. The

company also unveiled an all new world-class engine family named mFALCON marking its

entry into the ground up petrol space.On 17 February 2016 M&M announced that its young

sports utility vehicle KUV100 has crossed 21000 bookings in just a month post launch. On 8

March 2016 Ssangyong Motor announced the launch of an upgraded version of its sport

utility vehicle Tivoli under the model name Tivoli Air in Seoul South Korea. On 22 March

2016 the Agri Business vertical of M&M announced the launch of its branded milk under the

Saboro brand. On 31 March 2016 M&M announced its foray into the global combine

harvester business by entering into a strategic partnership with Sampo Rosenlew a combine

harvester company based in Pori Finland. Under the transaction M&M will acquire a 35%

equity stake in Sampo Rosenlew. The two companies will work in tandem to grow their

combine harvester business globally.On 4 April 2016 M&M announced the launch of a new

sports utility vehicle NuvoSport. On 5 April 2016 M&M announced the launch of Mahindra

YUVO a new age and superior technology range of tractors in the 30-45 HP category. On 15

April 2016 M&M announced its entry into the UK automotive market with the launch of the

innovative e2o electric city car in London. On 25 April 2016 M&M announced the launch of

the limited edition Scorpio Adventure variant. On 9 May 2016 M&M announced the

introduction of the Automatic Transmission (AT) in the W6 FWD variant of its sports utility

vehicle XUV500. On 12 May 2016 M&M announced the launch of a more powerful avatar of

its sports utility vehicle TUV300 with the all new mHAWK100 engine.On 2 June 2016

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M&M announced the launch of its innovative new eVerito - the all-electric zero-emissions

sedan. M&M said that the vehicle can be fast charged in 1 hour 45 minutes (0-80%) and a full

charge lasts 110 kms. On 28 July 2016 M&M announced the launch of its first custom hiring

centre for farm equipment under its TRRINGO initiative. TRRINGO a unique and first-of-its-

kind farm equipment aggregator service allows farmers to rent tractors and other mechanized

farm equipment to complete their farming requirements without major investments.On 8

August 2016 M&M's 100% subsidiary Mahindra Agri Solutions announced the launch of 4

new varieties of branded pulses under its NuPro brand in Mumbai. On 11 August 2016 M&M

announced that its small commercial vehicle Jeeto the modular range of 8 mini-trucks has

garnered a market share of 20% within just a year of its launch.On 26 September 2016 M&M

announced the introduction of DiGiSENSE a revolutionary connected vehicle technology

solution in its small commercial vehicles Jeeto and Imperio. DiGiSENSE technology will be

available in the X7 16 (BS4) variant of Jeeto and SC VX & DC VX variants of Imperio.

M&M said that the connected vehicle technology solution will enhance productivity of these

vehicles thereby opening up a whole new dimension to the experience of vehicle ownership.

M&M became the first OEM in India to offer a cloud-based technology platform in the

category of small commercial vehicles.On 27 September 2016 M&M announced the

introduction of its new mild hybrid technology `Intelli-Hybrid' on its sports utility vehicle

Scorpio for Delhi and NCR. M&M said that the modern technology Intelli-Hybrid reduces

fuel consumption by up to 7%. On 21 October 2016 M&M announced the national launch of

its new electric CitySmart car the `e2oPlus'.On 25 October 2016 M&M unveiled plans to

refocus its two wheeler business to target premium niche segments. With the acquisition of

Classic Legends M&M aims to co-create a lifestyle mobility company with exciting and

relevant partners across products & services and enter into previously untapped segments

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using iconic brands like BSA and JAWA.On 21 November 2016 M&M announced the

inauguration of its state of the art spare parts warehouse in Mahindra World City (MWC)

Jaipur. As one of the largest most modern warehouses in the country and the company's first

in northern India it will cater to the requirement of Mahindra customers in north and north

western region of the country for both automotive and tractor spare parts.On 20 January 2017

M&M announced its foray into Turkey through the acquisition of Hisarlar Makina Sanayi ve

Ticaret Anonim Sirketi (Hisarlar) a farm equipment company based in Turkey. Under the

transaction M&M will acquire a 75.1% equity stake in Hisarlar. Hisarlar clocked revenue of

208 million Turkish Lira in 2015.On 10 February 2017 M&M announced that it plans to

make an investment of Rs 1500 crore at its Nasik and Igatpuri plants in Maharashtra. The

project constitutes development and manufacture of its new product codenamed U321

covering joint investment at Nasik and Igatpuri. The investment in the Nasik plant will be

towards manufacture of vehicles while investment in the Igatpuri plant will be for

manufacture and supply of engines.

AWARDS:

 Bombay Chamber Good Corporate Citizen Award for 2006–07.

 Business world FICCI-SEDF Corporate Social Responsibility Award 2007.

 The Brand Trust Report ranked M&M as India's 10th Most Trusted Brand in its India

Study 2014 survey (from 20,000 brands analyzed).

 Its Farm Equipment division received the Deming Prize in 2003.

 Its Farm Equipment division received the Japan Quality Medal in 2007.

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 The US based Reputation Institute ranked M&M amongst the top Ten Indian

companies in its 'Global 200: The World's Best Corporate Reputations' list for 2008.

 Bluebytes News rated M&M as India's second Most Reputed Car Company (reported

in their study titled Reputation Benchmark Study) conducted for the Auto (Cars) Sector

in 2012.

Mahindra vehicles:
 Mahindra Maxximo

 Mahindra Supro

 Mahindra XUV500

 Mahindra TUV300

 Mahindra KUV100

 Mahindra Pik-Up

 SsangYong Rexton

 Mahindra XUV700

 Mahindra Bolero

 Mahindra Scorpio S2

 Mahindra alfa

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  Mahindra Thar

 Mahindra Xylo

 Mahindra Quanto

 Mahindra Bolero

 Mahindra Scorpio

 Mahindra Pik-Up

 Mahindra Verito

 Mahindra Bolero Camper

 Mahindra Tourister

 Mahindra alfa auto

 Mahindra Jeeto

 Mahindra Comfio

 Mahindra Jayo

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 To be India’s leading and most preferred integrated logistics service
provider.

MISSION
To serve our customers, in global markets, by providing creative, cost

effective, technology enabled solutions that continuously meet and

exceed our customers’ expectations thus enhancing stakeholder value. To

provide continuous opportunities for growth and knowledge enhancement

to our employees and business associates. Also to serve the communities

within which we work, with integrity and responsibility.

CORE VALUES

 Consider every customer a partner, evolving to make every

customer a co-owner.

 Be the standard by which competitors services are measured.

 Social responsibility and inclusive growth.

 Maintain the highest levels of professionalism, ethics and integrity in

whatever we do.

 The growth, development and dignity of our employees.

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Mahindra & Mahindra Limited reported sales of 920.94 billion Indian Rupees (US$12.49

billion) for the fiscal year ending March of 2018. This represents an increase of 9.9% versus

2017, when the company's sales were 837.73 billion Indian Rupees. This was the third

consecutive year of growth at Mahindra & Mahindra Limited. Sales of Corporate and

Eliminations saw an increase that was more than double the company's growth rate: sales were

up 33.0% in 2018, from 50.01 billion Indian Rupees to 66.51 billion Indian Rupees. Mahindra &

Mahindra Limited also saw significant increases in sales in Farm Equipment (up 15.4% to

216.34 billion Indian Rupees) and Financial Services (up 14.8% to 85.99 billion Indian Rupees) .

Not all segments of Mahindra & Mahindra Limited experienced an increase in sales in 2018:

sales of Real Estate fell 25.2% to 5.71 billion Indian Rupees. (However, this segment's sales

were only a very small portion of the company's overall sales). Mahindra & Mahindra Limited

also experienced decreases in sales in Automotive Segment (down 2.1% to 524.25 billion Indian

Rupees) and Two Wheelers (down 8.4% to 10.69 billion Indian Rupees) .

THEORITICAL FRAMEWORK

The marketing mix (also known as the 4 Ps) is a foundation model in marketing. The

marketing mix has been defined as the "set of marketing tools that the firm uses to pursue its

marketing objectives in the target ".Thus the marketing mix refers to four broad levels of

marketing decision, namely: product, price, promotion, and place Marketing practice has

been occurring for millennia, but marketing theory emerged in the early twentieth century.

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The contemporary marketing mix, or the 4 Ps, which has become the dominant framework

for marketing management decisions, was first published in 1960. In services marketing, an

extended marketing mix is used, typically comprising 7 Ps, made up of the original 4 Ps

extended by process, people, and physical evidence. Occasionally service marketers will refer

to 8 Ps, comprising these 7 Ps plus performance.

In the 1990s, the model of 4 Cs was introduced as a more customer-driven replacement of the

4Ps.There are two theories based on 4 Cs: Lauterborn's 4 Cs

(consumer, cost, communication, convenience), and Shimizu's 4 Cs (commodity, cost,

communication, and channel).

Given the valuation of customers towards potential product attributes (in any category, e.g.

product, promotion, etc.) and the attributes of the products sold by other companies, the

problem of selecting the attributes of a product to maximize the number of customers

preferring it is a computationally intractable problem.Price: refers to the value that is put for a

product. It depends on costs of production, segment targeted, ability of the market to pay,

supply - demand and a host of other direct and indirect factors. There can be several types of

pricing strategies, each tied in with an overall business plan. Pricing can also be used a

demarcation, to differentiate and enhance the image of a product.

Product: refers to the item actually being sold. The product must deliver a minimum level of

performance; otherwise even the best work on the other elements of the marketing mix won't

do any good.

Place: refers to the point of sale. In every industry, catching the eye of the consumer and

making it easy for her to buy it is the main aim of a good distribution or 'place' strategy.

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Retailers pay a premium for the right location. In fact, the mantra of a successful retail

business is 'location, location, location'.

Promotion: this refers to all the activities undertaken to make the product or service known to

the user and trade. This can include advertising, word of mouth, press reports, incentives,

commissions and awards to the trade. It can also include consumer schemes,direct marketing,

contestsandprizes.

IMPORTANCE OF MARKETING MIX

All the elements of the marketing mix influence each other. They make up the business plan

for a company and handled right, can give it great success. But handled wrong and the

business could take years to recover. The marketing mix needs a lot of understanding, market

research and consultation with several people, from users to trade to manufacturing and

several others.

Needs are the basic items required for human survival. Human needs are an essential concept

underlying the marketing process because needs are translated into consumer wants. Human

needs are often described as a state of real or perceived deprivation. Basic Human needs take

one of three forms: physical, social and individual. Physical needs are basic to survival and

include food, clothing, warmth and safety. Social needs revolve around the desire for

belonging and affection. Individual needs include longings for knowledge and self-

expression, through items such as clothing choices. Wants are needs that are shaped by both

cultured influences and individual preferences. Wants are often described as goods, ideas and

services that fulfill the needs of an individual consumer. The wants of individuals change as

both society and technology change. For example, when a computer is released, a consumer

24 | P a g e
may want it simply because it is a new and improved technology. Therefore the purpose of

marketing is to convert these generic needs into wants for specific goods, ideas or services.

Demand is created when wants are supported by an individual consumer’s ability to purchase

the goods, ideas or services in question. Marketing means selling to a salesman, advertising

to an advertising manager and so on. But marketing consists of three components namely

people, their desire to buy and their capacity to buy. Various marketing minds have defined

‘Marketing’ in beautiful words. Some of them are: Malcolm McNair developed this

definition, as “It is the creation and delivery of a standard of living.”1 Philip Kotler defined

“Marketing is the set of human activities directed at facilitating and communicating

executives.”2 Conceptual Framework: Marketing and Marketing Strategies 113 British

Institute of Marketing defined: “Marketing is the management process responsible for

identifying, anticipating and satisfying customer requirements possibility.” Peter Drunker

defined, “It is in marketing that we satisfy individual and social values, needs and wants be it

through producing goods, supplying services, posturing innovations or creating satisfaction.

Similar SWOT analysis and business plan writing, marketing mix can often feel like an

abstract business concept that is difficult to convert to everyday use. What the 5 Ps encourage

you to do is research and plan your marketing strategy. Going through each P you want to:

Beyond defining what you've got, you want to pay special attention to the benefits your

product or service offers, and who are the best consumers to gain those benefits. This means

developing a unique selling proposition (USP) and defining your target market. For example,

if you sell weight loss services, what benefits (better health, more energy, etc) will your

customers gain and who are the ideal people to want these services (new moms, middle-age

people, etc).

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Pricing can be tricky, because you need to calculate the value of what you offer along with

what it costs you in materials, time and overhead to produce it. But you also want to think

about what your market is willing and able to pay, and whether or not they think your product

is worth what you're charging. You don't want to undercharge, but neither do you want to ask

people to pay more than what your product/service is worth.

Where can consumers find and receive your goods and services? This seems very basic,

except again, you have consider your product/service, market, and price. If you're market

doesn't use eBay, then it wouldn't make sense to have your products on eBay. If you're

products are luxury items, you want to be in a place that suggests quality and refinement, as

opposed to frugality.

This is where you put all the information you've gathered to work. You know your product,

who can benefit from it, the best price to sell it at, and where to sell it. Now, you have to get

people to your "store." Promotion is all about knowing where your market can be found, how

to craft a message to entice them to check out your product/service, and determine the best

method for delivering that message (i.e. advertising, social media, interviews, etc). The most

effective marketing is focused in message and location.

For example, if you're selling weight loss products and your market is new moms, you'd want

to have a message that talks specifically about losing baby weight and put it where moms will

see it (i.e. mom blogs).

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You can have all the other P's locked up, but if you or your sales people are rude, or your

customer service systems fall short, it won't matter how good the other Ps are. Today more

than ever, consumers have a choice about who they do business with, and they prefer

businessed that know their stuff, are willing to help, and are responsive. This is where social

media is so helpful, because it makes it easier for businesses to built trust and rapport with

consumers. But it only works if you and your staff or contractors are polite, professional, and

responsive.

DATA ANALYSIS AND INTERPRETATION

1. Is Mahindra likely to extend their motor vehicle distribution?

Yes ( ) No ( )

Options NO.OF %OF

s.no EMPLOYEES RESPONDENTS

1 Yes 70 70%
2 No 30 30%
Total 100 100
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GRAPH 1:

70

60

50
70
40

30
30
20

10

0
YES NO

INTERPRETATION: From the above analysis we can observe that 70% of the

respondents are said that Mahindra likely to extend their motor vehicle distribution.

2.Do you think that promotion is important to get the attention of foreign ?

Yes ( ) No ( )

Options NO.OF %OF

s.no EMPLOYEES RESPONDENTS

1 Yes 50 50%
2 No 50 50%
Total 100 100
GRAPH 2:

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 50
45
40
35
30 50 50

25
20
15
10
5
0
YES NO

INTERPRETATION: From the above analysis we can observe that 50% of the
respondents are said that promotion is important to get the attention of foreign.

3.Do you think CSR is indirect promotion for Mahindra ?

Yes ( ) No ( )

Options NO.OF %OF

s.no EMPLOYEES RESPONDENTS

1 Yes 80 80%
2 No 20 20%
Total 100 100
GRAPH 3:

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 80

70

60

50 80

40

30

20 20

10

0
YES NO

INTERPRETATION: From the above analysis we can observe that 80% of the

respondents are think that CSR is indirect promotion for Mahindra.

4. Does Mahindra want to extend their product line ?

Yes ( ) No ( )

Options NO.OF %OF

s.no EMPLOYEES RESPONDENTS

1 Yes 60 60%
2 No 40 40%
Total 100 100

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 GRAPH 4:

60

50

40
60

30
40

20

10

0
YES NO

INTERPRETATION: From the above analysis we can observe that 60% of the

respondents are said that Mahindra want to extend their product line .

5.Do the price of other motor vehicle companies impact the price of Mahindra ?

Yes ( ) No ( )

Options NO.OF %OF

s.no EMPLOYEES RESPONDENTS

1 Yes 70 70%
2 No 30 30%
Total 100 100

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GRAPH 5:

70

60

50
70
40

30
30
20

10

0
YES NO

INTERPRETATION: From the above analysis we can observe that 70% of the

respondents are think that price of other motor vehicle companies impact the price of

Mahindra.

6. Do you think that the advertisement is a waste of cost for Mahindra ?

Yes ( ) No ( )

Options NO.OF %OF

s.no EMPLOYEES RESPONDENTS

1 Yes 20 20%
2 No 80 80%
Total 100 100
GRAPH 6:

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 80

70

60

50 80

40

30

20 20

10

0
YES NO

INTERPRETATION: From the above analysis we can observe that 20% of the

respondents are said that advertisement is a waste cost for Mahindra.

7.Are the subsidiary prices of government affecting performance of Mahindr

Yes ( ) No ( )

Options NO.OF %OF

s.no EMPLOYEES RESPONDENTS

1 Yes 80 80%
2 No 20 20%
Total 100 100

GRAPH 7:

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 80

70

60

50 80

40

30

20 20

10

0
YES NO

INTERPRETATION: From the above analysis we can observe that 80% of the

respondents are said that subsidiary prices of govt affecting performance of

Mahindra.

8.Is Mahindra offering motor vehicles at reasonable prices ?

Yes ( ) No ( )

Options NO.OF %OF

s.no EMPLOYEES RESPONDENTS

1 Yes 80 80%
2 No 20 20%
Total 100 100

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GRAPH 8:

80

70

60

50 80

40

30

20 20

10

0
YES NO

INTERPRETATION: From the above analysis we can observe that 80% of the

respondents are said that Mahindra offering vehicles at reasonable prices.

9.Do you think Mahindra will extend their consistency of product ?

Yes ( ) No ( )

Options NO.OF %OF

s.no EMPLOYEES RESPONDENTS

1 Yes 90 90%
2 No 10 10%
Total 100 100

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 GRAPH 9:

90
80
70
60
90
50
40
30
20
10
10
0
YES NO

INTERPRETATION: From the above analysis we can observe that 90% of the

respondents are think that Mahindra will extend their consistency of products.
10. Do you think that Mahindra vehicles are safety and comfort ?

Yes ( ) No ( )

Options NO.OF %OF

s.no EMPLOYEES RESPONDENTS

1 Yes 100 100%

2 No 0 0%
Total 100 100

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GRAPH 10:

100
90
80
70
60 100

50
40
30
20
10 0

0
YES NO

INTERPRETATION: From the above analysis we can observe that 100% of the

respondents are said that Mahindra vehicles are safety and comfort.

FINDINGS
1. Most of the customers purchasing Mahindra products on the basis of style, safety

& Good will

2. The customers are satisfied with the Mahindra vehicles.
3. Most of the customers are aware of the Mahindra products.
4. The information about the Mahindra products
5. Most of the customers believe that prices of Mahindra products are high.
6. Mahindra automobiles consider the seasonal offers as promotional activities.

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 SUGGESTIONS

 Advertising through electronic media should be increased so as to facilitate

customer to get more information about the products.
 Price of the product is to be reduced in order to attract the price sensitive customers
and it is also helps to become low price leader in the market.
 The company should make more efforts to increase the special features offered and
also improve the product designs which is one of the important factors to attract
more numbers of customers.
 The company should also design the product is such away that it can offer different
shades of colours to attract the customers.
 Seasonal officers should be increase and also new innovative offers are also should
be provided in a planned way in order to increase the sales.

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QUESTIONARIE

1. Is Mahindra likely to extend their motor vehicle distribution?

Yes ( ) No ( )

2. Do you think that promotion is important to get the attention of foreign companies?

Yes ( ) No ( )

3. Do you think CSR is indirect promotion for Mahindra ?

Yes ( ) No ( )

4. Does Mahindra want to extend their product line ?

Yes ( ) No ( )

5. Do the price of other motor vehicle companies impact the price of Mahindra ?

Yes ( ) No ( )

6. Do you think that the advertisement is a waste of cost for Mahindra ?

Yes ( ) No ( )

7. Are the subsidiary prices of government affecting performance of Mahindra ?

39 | P a g e
 Yes ( ) No ( )

8. Is Mahindra offering motor vehicles at reasonable prices ?

Yes ( ) No ( )

9. Do you think Mahindra will extend their consistency of product ?

Yes ( ) No ( )

10. Do you think that Mahindra vehicles are safety and comfort ?

Yes ( ) No ( )

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 BIBLIOGRAPHY

Marketing management - Philip Kotler

Principle of management - Philip Kotler and Armstrong

Marketing Management - J.C.Gandhi

Magazines :

Business Today

Business News

Websites :

https://www.mahindra.com/

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