A

Project Report
On
“Post launch survey of Mahindra Bolero”
AT
“Mahindra & Mahindra Ltd. Sangamner”
Submitted By

“SAVITRIBAI PHULE PUNE UNIVERSITY”

IN THE PARTIAL FULFILLMENT OF THE REQUIREMENT OF
BACHELOR OF BUSINESS ADMINISTRATION (B.B.A.)
Submitted by

Mr.BhavarthRameshArote
BBA (MARKETING)
Under the Guidance of
Prof. R. S. Deshmukh
Through

AGASTI ARTS, COMMERCE AND DADASAHEB RUPWTE

SCIENCE COLLEGE, AKOLE
YEAR (2020-2021)

1
 ACKNOWLEDGEMENT

A successful project is the result of team work and co-ordination that includes not only the
group of developers who put forth the ideas, logic and efforts but also those who guide
them. I take this opportunity to extend my sincere thanks to Post launch survey of
Mahindra Bolero for offering me a unique platform to earn exposure and garner
knowledge in the field of Distribution channel.
So, at the completion of the project. I feel obliged to extent my gratitude towards
all those who made valuable contributions throughout my training period. In addition, I
wish to convey deep sense of gratitude towards any time I needed.
At the end just as significantly, I would like to express my sincere thanks to, Prof. R.
S. DESHMUKH (Project guide), and the other staff members who have provided me
excellent knowledge and support throughout my Post Graduation.

I would like to thank them for the reason that made this project report very exciting
and enjoyable. They made me familiar not only with the Human Resource Management but
also with the other department also.
Thank To Principle Dr. Bhasakar Shelke and Prof. K. S. Gunjal (HOD)with deep
sense of gratitude, I would like to thank my project guide Prof. R.S DESHMUKH
I also wish to think all those persons who have helped me directly or indirectly
during this project.

Date: / / 2021 Bhavarth Ramesh Arote

Place:- Akole (BBA Marketing)

2
 DECLARATION

I, Bhavarth Ramesh Arote declaring that all the information given in this project
report is true and correct as far as I know.
I am also declaring that all the work in this project is done by me and not copied
from anywhere.

Date:
Place: Akole

Mr. Bhavarth Ramesh Arote

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 EXECUTIVE SUMMARY

The topic of project is “post launch survey of Mahindra bolero. which estimates
the present status of market at Sangamner Dist. Initially this survey was carried out which
aim to decide the scope of project work and method study.
The project was carried out in the Mahindra Group, Sangamner. The
organization is in the chewing bolero car business.
The Car Business in India is a very old practice and this Mahindra Car industry is one of
the important contributors to the economy of rural and urban Maharashtra. Company
provides the best quality of chewing Car.
This survey helped to determine the total area to be surveyed and it provided the
database regarding the retailers in the Sangamner. Before this survey, the training session
was arranged in the company. The training session included the knowhow of company
work culture, its history and aim Production and technology, Marketing strategy and
policies. On the basis of pre- set objective and survey Sangamner was selected as the
sample unit, which was the major representative area of Indian car industry. Sample size
was taken as 100 retailers which actually covered all the retailers from Sangamner.
Primary data was collected through the structured questionnaires. While secondary data
was collected through previous company records, journals, magazines, research paper
and books, information through internet. Finally this data was analyses and conclusions
were drawn which cleared many facts regarding the current market status of chewing car
in Sangamner Dist. And scope for future expansion along with feedback and suggestion
from retailers.

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 Index

Sr. Contents Page No.

No.
1. Introduction of Project
1.1 Industry Profile
1.2 Company Profile

1.3 Product Profile

2 Research Methodology
4.1 Introduction
4.2 Research of Process
4.3Objective of Process
4.4 Research Design
a) Formulation of problem
b) Data Sources
4.5 Data collection Method
3. Limitation Of Project
4. Theoretical Background
5. Data Analysis & Interpretation
6. Findings
7. Suggestion & Conclusion
8. Bibliography
9. Questionnaire

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 1. Introduction of Project
Following India’s growing openness, the arrival of new and existing models,
easy availability of finance at relatively low rate pf interest and price discounts offered
by the dealers and manufacturers all have stirred the demand for vehicles and a strong
growth of the Indian Automobile industry.
The data obtained from ministry of commerce and industry, shows high growth
obtained since 2001-02 in automobile production continuing in the first three quarters of
the 2004-05. Annual growth was 16.0% in April-Dec. 2004. the growth rate in 2003-04
was 15.1% the automobile industry grew at a compound annual grwth rate (CAGR)
of22% between 1992&1997. with investment exceeding Rs.50,000 crore, the turnover of
the Automobile industry exceeding Rs.59,518 crore, in 2002-03. Inculding turnover of
the auto component sector, the Automotive industry’s turnover, which was above Rs. 84,
000 crore in 2002-03, is estimated to have exceeded Rs.1, 00,000 crore in 2004-05.
Automobiles dealers network in India in terms of Car dealers networks and
Authorized and authorized service station Maruti leads the pack with Dealer networks
across the country. The other leading automobile manufacture are also trying to cope
up and are opening their service station and dealer workshops in all the metros and
major cities of the country. Dealers offer varying kind of discount of finances who in
tern pass it on to the customer in the form of reduced interest rates.

MAJOR MANIFACTURES OF AUTOMOBILES IN INDIA

Maruti Udyog Ltd.
General Motors India
Ford India Ltd.
Eicher Motor
Ltd.
Bajaj Auto.
Daewoo Motors India.
Hero Motors.
Hindustan Motors.
Hyundai Motors India

6
Ltd.

7
Telco.
TVS Motors.
Swaraj Mazda Ltd.

Government has liberalized the norms for foreign investment and import of
technology and that appears to have benefited the automobile sector, The production of
total vehicle increase from 4.2 million in 1998-99 to 7.3 million in 2003 -04. It is likely
that the production of such vehicles will exceed 10million in the next couple of years,
India is emerging as a global automobile giant. In recent years this industry has
made pioneering efforts in adopting modern technology and allowing the entry of foreign
players. This is well supported by the economic condition particularly in the financial
sector and in foreign direct investment , During the last decade, conscious efforts have
been made to fine-tune state policy to enable the Indian automobile industry realize its
potential to the fullest. The freeing of the industry from this restrictive environment has
helped it to itself to global development. Increasing competition as result of liberalization
has to continuous modernization as well as international standards. Moreover, auto
finance with aggressive marketing strategies has played a bid role in boosting the
automobile demand. Commercial vehicle, widely considered to be the economy s
barometer, have had a good start for the year.

8
 1.1 INDUSTRY PROFILE

The history of the automobile actually began about 4,000 years ago when the first
wheel was used for transportation in India. Several Italians recorded designs for wind-
driven vehicles. The first was Guido da Vigevano in 1335. It was a windmill type drive to
gears and thus to wheels. Vaturio designed a similar vehicle that was also never built.
Later Leonardo da Vinci designed clockwork driven tricycle with tiller steering and a
differential mechanism between the rear wheels.
In the early 15th century, the Portuguese arrived in China and the interaction of the
two cultures led to the variety of new technology, including the creation of a wheel that
turned under its own power. By the 1600s, small steam powered engine models were
developed, but it was another century before a full sized engine powered vehicle was
created.
A catholic priest named Father Ferdinan Verbiest is credited to have built a steam
powered vehicle for the Chinese Emperor Chein Lung in about 1678. There is no
information about the vehicle, only the event. Since James Watt didn’t invent the
steam engine unit 1705, we can guess that this was possibly a model vehicle powered
by a mechanism like Hero’s steam engine a spinning wheel with jets on the periphery .
Evans was the first American who obtained a patent for “a self-propelled carriage.”
He in fact attempted to create a two-in-one combination of a steam wagon and a flat-
bottomed boat, which didn’t receive any attention in those days. During the 1830s the
steam vehicle had made great advances. But stiff competition from railway companies
and crude legislation in Britain forced the poor steam vehicle gradually out of use on
roads. The early steam-powered vehicles were so heavy that they were only practical on a
perfectly flat surface as strong as iron. A road thus made out of iron rails became the
norm for the next hundred and twenty-five years. The vehicles got bigger and heavier and
more powerful and as such they were eventually capable of pulling a train of many cars
filled with freight and passengers.
For many years after the introduction of automobiles, three kinds of power
sources were in common use: steam engine, gasoline or petrol engines, and electric
motors. In

9
1900, over 2300 automobiles were registered in New York, Boston, Massachusetts,
and Chicago. Of these 1170 were steam cars, 800 were electric cars, and only 400 were
gas gasoline cars.
In ten years from the invention of the petrol engine, the motorcar had evolved itself
into amazing designs and shapes. By 1898, there were 50 automobile-manufacturing
companies in the United States, a number that rose to 241 by 1908. In that year, Henry
Ford revolutionized the manufacture of automobiles with his assembly-line style of
production and brought out the model T, the car was inexpensive, versatile, and easy to
maintain. The introduction of model T transformed the automobile from a plaything of
the rich to an item that even people of modest income could afford: by the late 1920s
the car was commonplace in the modern industrial nations.
Herbert Austin and William Morris, two different carmakers, introduced mass
production methods of assembly in the UK, thus paving the way for the revolution in the
automobile industry. Austin seven was the world’s fist practical four-seater ‘baby car’
which brought the pleasures of motoring to many thousands of people who could not
buy a larger, more expensive car. Even the ‘bull-nose’ Morris with front mounted engine
became the well-loved model and one of the most popular cars in the 1920s.
Automobile manufacturers in the 1930s and 1940s refined and improved on the
principles of ford and other pioneers. Cars were generally large, and many were still
extremely expensive and luxurious; many of the most collectible cars date from this
time. The increased affluence of United States after World War second led to the
development of large, petrol consuming vehicles, while most companies in Europe made
smaller, more fuel-efficient cars. Since the mid-1970s, the rising cost of fuel has
increased the demand for these smaller cars, many of which have been produced in Japan
as well as in Europe and the United States.
The history of motor vehicles has surely been a well-traversed one. The automobile,
as it progressed, was a product of many hands, of revolutionary concepts, and of simple,
almost unnoticed upgrading. In the end, the one who received the most for these
challenges and changes was the motorist, whose interest, money, and enthusiasm have
forced the auto-moguls to upgrade, perfect, and add to previous achievements in order
to stay in the competition.

10
 1.2 Company Profile
History-
Few groups can identify as closely with India's destiny and industrial progress as the
Mahindra Group. In fact, Mahindra is like a microcosm of India. Both were born
around the same time, had the same aspirations and both experienced the inevitable
troughs and crests in the journey towards their goals. And both continue to march on the
path to progress and global recognition.

The birth of Mahindra & Mahindra began when K.C. Mahindra visited the United
States of America as Chairman of the India Supply Mission. He met Barney Roos,
inventor of the rugged 'general purpose vehicle' or Jeep and had a flash of inspiration:
wouldn't a vehicle that had proved its invincibility on the battlefields of World War II
be ideal for India's rugged terrain and its kutcha rural roads?

Swift action followed thought. The Mahindra brothers joined hands with a distinguished
gentleman called Ghulam Mohammad. And, on October 2nd, 1945, Mahindra &
Mohammad was set up as a franchise for assembling jeeps from Willys, USA.

11
Two years later, India became an independent nation and Mahindra & Mohammad
changed its name to Mahindra & Mahindra. Ghulam Mohammad migrated to
Pakistan post-partition and became the first Finance Minister of Pakistan.
Since then, Mahindra & Mahindra has grown steadily in size and stature and evolved into
a Group that occupies a premier position in almost all key sectors of the economy. The
Group's history is studded with milestones. Each one taking the Group forward. In fact,
today, its total turnover is about 4.5 billion dollars.
These days, Mahindra is a group in a hurry, engaged in an ambitious, sustained and
prolonged penetration into the global arena. Its spirit can be encapsulated in the words
of the poet Robert Frost, a favorite of India's first Prime Minister, Pandit Jawaharlal
Nehru: The woods are lovely, dark and deep,
But I have promises to keep,
"The woods are lovely, dark and
deep, But I have promises to keep,
And miles to go before I sleep,
And miles to go before I
sleep."
For Mahindra & Mahindra, this translates into many more milestones to be set up before
it rests. If ever.

12
About the Company-

The Mahindra Group is a US $4.5 billion conglomerate and a leading

manufacturer of multi-utility vehicles with significant presence in key sectors like farm
equipment, infrastructure, information technology and financial services.
The Group completed 60 years in 2005. Set up in 1945 to make general-purpose
utility vehicles, M&M first became known as the maker of the iconic Jeep in India. The
company branched out into manufacturing light commercial vehicles and agricultural
tractors. Mahindra & Mahindra rapidly grew from being a maker of army vehicles and
tractors to a major automobile manufacturer with a growing global appetite. Now the
Group has a leading presence in many other key sectors -- Trade and Financial Services
(Mahindra Intertrade, Mahindra & Mahindra Financial Services Ltd.), Systems &
Technologies (Mahindra Engineering Services, Mahindra Ugine), Information
Technology (Tech Mahindra, Bristlecone), and Infrastructure Development (Mahindra
GESCO, Club Mahindra Holidays, Mahindra World City). Two Group companies
Mahindra Finance and Tech Mahindra made their debut on the bourses in 2006 in line
with the commitment that each of the business segments would have flagship companies
that will be listed.
The Group employs over 40,000 people and has eight state-of-the-art
manufacturing facilities in India. M&M has made strategic acquisitions of plants in China
and the United Kingdom, and has three assembly plants in the USA. M&M has entered
into partnerships with international companies like Renault SA, France, Nissan and
International Truck and Engine Corporation, USA.
M&M's products are being exported to the USA, Russia and several other
countries in Africa, Asia, Europe and Latin America. Its global subsidiaries include
Mahindra Europe Srl. based in Italy, Mahindra USA Inc., Mahindra South Africa
and Mahindra (China) Tractor Co. Ltd.
M&M’s Automotive Sector makes a wide rage of vehicles including MUVs, LCVs and
three wheelers. M&M is the largest manufacturer of MUVs, offering over 20 models
including new generation multi-utility vehicles like the Scorpio and the Bolero. The
company is a market leader in the Utility Vehicle segment.

M&M is the fourth largest tractor company in the world. It is also the largest
manufacturer of tractors in India with sustained market leadership of around 23 years. It
designs, develops, manufactures and markets tractors as well as farm implements. The
Sector has also found significant success in the international market. Mahindra (China)
Tractor Co. Ltd. manufactures tractors for the growing Chinese market and is a hub for
tractor exports to the USA and other western nations. M&M has a 100% subsidiary,
Mahindra USA, where it assembles 14 products for the American market. 'Mahindra'
tractor has come to be recognized as a powerful symbol of productivity and
performance. FES received the coveted Deming Application Prize for manufacturing in
2003, for

13
establishing Total Quality Management in all operations. M&M Ltd. is the only tractor
company in the world to have achieved this honor.
Over the years, the Mahindra has transformed itself into a group that has a
leadership position in all the sectors it operates in and has a growing global footprint.
Forbes has ranked the Mahindra Group in its Top 200 list of the World’s Most
Reputable Companies and in the Top 10 list of Most Reputable Indian companies

IMPORTANCE OF PROJECT:
Mahindra & Mahindra is one of the leading and oldest automobile company in India. It
has wide range of vehicles starting from personal, transportation, tourister multipurpose
and stylist vehicles.
M & M having strong competitors in market
i.e. TATA General Motors
Chevrolet Toyota
Honda
So that to survive in market and get success this study plays an important role..

SWOT ANALYSIS
STRENGT WEAKNE
H SS
- Indian company - perceived as a Jeep
Mfg.
- Rural image
Company
- Easy Availability of Spares
- Does not Appeal in
- A diversified Company
Urban Clientele

OPPORTUNITIES THREATS
- Growing urban Market THREATS
- Capitalize on all India Service - Entry of competitors
network - Service is not as per customer
- Spares competitiveness requirement.
- Huge export potential - Slow in introducing new
- Growing SUV segment models

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 Automotive

Overview-

The Mahindra Group’s Automotive Sector is in the business of manufacturing and

marketing utility vehicles and light commercial vehicles, including three-wheelers. It is
the market leader in utility vehicles in India since inception, and currently accounts for
about half of India’s market for utility vehicles.

Although created in 1994 following an organizational restructuring, the

Automotive Sector can trace its antecedents back to 1954. The iconic jeep that led
American G.I.s to victory in World War II is the very same vehicle that drove the
Mahindra Group to success in the Automotive Sector. Mahindra & Mahindra Limited,
the flagship company of the Group, was set up as a franchise for assembling general
purpose utility vehicles from Willys, USA.

Over the years, the Group has developed a large product portfolio catering to a
diverse customer base spanning rural and semi-urban customers, defenses requirements
and luxurious urban utility vehicles. In 2002, it launched the indigenously engineered
world-class sports utility vehicle-Scorpio, which bridges the gap between style and
adventure, luxury and ruggedness, and performance and economy.

The Group exports its products to several countries in Europe, Africa,

South America, South Asia and the Middle East.

15
 The Automotive Sector continues to be a leader in the utility vehicle segment with
a diverse portfolio that includes mass transport as well as new generation vehicles like
Scorpio and Bolero.

The International Operations of the Automotive Sector focuses on the

international business

Mahindra Renault announced the launch of Logan, India’s first wide body car,
sporting a host of class-defying features at an aggressive price. The Logan redefines its
segment in terms of spaciousness as well as performance, technology with the latest
generation dci common rail engine. It has been designed for the Indian market
incorporating a contemporary styling and design.

Mahindra International, a joint venture between Mahindra & Mahindra Limited

and International Truck and Engine Corporation, will manufacture trucks and buses for
India and export markets. It will also provide component sourcing and engineering
services to International Truck and Engine Corporation.

Automartindia is India’s largest multi-brand used car company. The Company’s

mission is to create India’s largest automobile and automobile-related products
distribution network by providing dealers and customers with the largest choice of
unique world-class products and services.

16
Board of Directors-

The Board of Directors of the Company has, as its members, eminent persons from
Industry, Finance, Investment and other branches of business, who bring diverse
experience and expertise to the Board.

The Company's current Board of Directors is as follows:

NAME DESIGNATION

Mr. Keshub Mahindra Chairman

Mr. Anand G. Mahindra Vice Chairman and Managing Director

Deepak Shantilal Parekh Director

Nadir Burjorji Godrej Director

M. M. Murugappan Director

Bharat Narotam Doshi Executive Director

Arun Kumar Nanda Executive Director & Secretary

Narayanan Vaghul Director

Dr Ashok Sekhar Ganguly Director

R. K. Kulkarni Director

Anupam Pradip Puri Director

17
 Thomas Mathew T. Nominee of LIC

Group Management Board-

The Group Management Board comprises the Vice Chairman & Managing Director,
Presidents of the Business Sectors as well as heads of certain key corporate functions.
The Board provides strategic direction and enterprise leadership, facilitates synergistic
and symbiotic relationships and creates a shared vision and value-system, across the
various Business Units and Companies that make up the Mahindra Group. The
membership of the Group Management Board is as follows:

Anand G. Mahindra
Vice Chairman & Managing Director of Mahindra Group…..

Mission statement -
'We don't have a mission statement. This is what makes us want to get up and come
to work in the morning.'

“Indians are second to none in the world. The Founders of our nation and of our
Company passionately believed this. We will prove them right by believing in
ourselves and by making Mahindra & Mahindra Limited known world-wide for the
quality of its products and service”.
ANAND G. MAHINDRA.

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Awards-

In 2007
 Mr. Anand Mahindra, Vice Chairman & Managing Director of the Mahindra
Group, was honored with the LMA Entrepreneur of the Year 2006 award on
June 19, 2007. The award has been instituted by the Ludhiana Management
Association.
 Mahindra & Mahindra Farm Equipment Sector has won an AE50 Outstanding
Innovation Award 2007 from ASABE (American Society for Engineering in
Agricultural, Food, and Biological Systems). ASABE is an international, not-for-
profit organization of diverse members dedicated to advancing agricultural,
biological and food engineering. Mahindra& Mahindra Farm Equipment Sector
developed the Mahindra Shaan, deemed one of the year’s most innovative designs
in engineering products or systems for the food and agriculture industries. The
Mahindra Shaan is featured in the June 2007 special AE50 issue of ASABE’s
magazine Resource: Engineering & Technology for a Sustainable World.
 Mahindra & Mahindra’s Farm Equipment division has been awarded the
prestigious “Golden Peacock Occupational Health & Safety Award” for the year
2007 for Excellence in Health and Safety Practices. The award is conferred after
a thorough and rigorous process of evaluation by independent examiners. This
year, the jury was headed by Justice P.N. Bhagwati, the former Chief Justice of
India.
 Mahindra & Mahindra has won the all India award for export excellence
instituted by the Engineering Export Promotion Council. Mahindra Farm
Equipment Sector, which has been the domestic leader in tractors for the last 24
years, has been crowned Star Performer for 2005-06 by EEPC. The award was
handed over to Mr. V. S. Parthasarathy, Executive VP, International Operations,
Mahindra & Mahindra Farm Equipment Sector, by the Honorable Minister for
Commerce & Industry, Mr. Kamal Nath, at a function in New Delhi on June 1

19
’07. The award

20
 recognizes Mahindra Tractors’ outstanding contribution to Engineering Exports
in the category of Large Enterprises in the product group “Agriculture & Forestry
Machinery & Parts.
 The Institute of Economic Studies, New Delhi, has awarded the 'Udyog Rattan' to
Ramesh Iyer, managing director, Mahindra Finance. Mahindra Finance was
awarded the 'Certificate of Excellence in Productivity, Quality, Innovation and
Management'. IES conferred this award on Mr. Iyer for “outstanding
performance in the field of industrial development of the country.” The awards
were presented by Dr Bhishma Narain Singh (Hon'ble former Governor of Tamil
Nadu and Assam) during the seminar on Economic Development on May 22,
2007, at New Delhi.
 Systech received the Best Supplier Award for 2006 from Benteler Automotive,
a global tier one supplier with revenue of over $ 4 billion, for 2006 at an award
ceremony at Paderborn in Germany.
 Tech Mahindra awarded for outstanding contribution, Achievements in the
telecom industry and for continued support to the OSS/BSS community at
the “Billing & OSS World 2007” conference. The award was announced by
Telestrategies on April 25th 2007 as a part of the Billing & OSS World 2007
conference in Chicago.
 Mahindra & Mahindra was awarded the prestigious Auto Monitor Corporate
Social Responsibility Initiative of the Year 2007 Award for its Nanhi Kali
Project at a glittering function held in Delhi.
 Chairman, Mr. Keshub Mahindra was awarded the prestigious IBS Kolkata
Lifetime Achievement Award for his ‘unparalleled contribution to
industrial growth and social and economic development of the community’
 Mahindra & Mahindra was awarded the Global HR Excellence Award
for Innovative HR practices (Manufacturing Sector) at the Asia Pacific
HRM Congress held in Mumbai.
 Mr. Anand Mahindra won the NDTV Profit – Car & Bike Award 2007 for
Automobile Man of the Year.
 Dr. Pawan Goenka, President, Auto Sector was recognized as “Man of the
Year” for 2006 by leading auto magazine Autocar Professional.

21
 1.3 Product Profile
Mahindra Bolero-

Mahindra Bolero is a powerful utility vehicle that is perfect for Indian conditions.
Robustly built and sleekly designed, its high ground clearance makes it easier to drive on
Indian roads.

Equipped with 2500 cc diesel engine Bolero delivers unmatched power. Its torque even
in low gears achieves more pulling power and its 5-speed transmission ensures optimum
fuel efficiency. Bolero's low center of gravity enhances its stability.

Bolero's interiors are thoughtfully designed. Its ergonomically designed antisubmarine

seats, power steering, powerful AC, and 4-speaker Kenwood music system all add to the
driving pleasure.

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 Mahindra Bolero is available in seven variants - SLX, GLX,
DX, DI, XL, INVADER, and CAMPER.

BOLERO SLX
The Bolero SLX is the top-of-the-heap model. It has almost every feature on the new
features list. From the new trim on the front grille to the low stance fender or the clear
lens headlamps. Click on the related links to get an outside-in picture of Mahindra's new
vehicle
Features Of BOLERO SLX

Mahindra Bolero SLX IS available in two type 1)4windo 2)2windo

Engine ;2523cc DI Turbo Diesel 68 HP maximum power engine
Gearbox
5 Speed All Synchromesh with overdrive in 5th Gear Power Steering, Power
Windows, CD MP3 Player Seating Capacity-
1+6 (7 1+6 (7
Seater) Seater)

PRICE

Model Category :
Maharashtra - Nasik Ex-Showroom BS2 Price : 554780 (in INR)
Ex-Showroom BS3 Price : 566163 (in INR)

23
 COLOURS

Apple Red Fiery

Black Diamond
White Rocky
Beige

BOLERO DI

The spirit of the tough new Bolero without the frills is the best description for
the Bolero DI. The style, the aggression, the authority is all there minus the
creature comforts and conveniences. Click on the related links to get an
outside-in picture of Mahindra’s new vehicle.

Engine
2523 cc DI Turbo Diesel

24
 Seating Capacity-
7&8

Warranty**
12 months unlimited kms

Engine & drive line Warranty

36 months drive line warranty

Colour:

Fiery Black

Diamond White

Mist Silver

BOLERO SLE -

Engine
2523 cc DI Turbo Diesel

Seating
7&8

Warranty**
12 months unlimited kms

Engine & drive line Warranty

36 months drive line warranty

Colour:
Fiery Black

25
 Diamond White

Mist Silver

Mahindra Bolero GLX

Body

Sports Utility Vehicle

Engine
2523 cc DI Turbo Diesel

Seating
7&8

Colour:

Apple Red Fiery

Black Diamond
White Rocky
Beige

26
 Bolero
Feature Bolero GLX Bolero LX Bolero LX
GLX- 7S Std.
Power Steering Yes Yes Yes Optional
A.C. Yes Yes Yes No
Heater Optional No No No
Bucket Seats Yes No No With 7S only
Twin Fabric Fabric
Seat Upholstery Fabric
Shade & &
Fabric Rexine Rexine
Paint Metallic Metallic Metallic Solid
Seating Capacity 7 8 8 8/7
Power Windows Yes Yes No No
Central Locking Yes Yes No No
Kenwood Stereo Yes Yes No No
Electronic
Yes No No No
Speedomet
er
Keyless Entry Yes No No No
Seat Belt Warning Yes No No No
Door Open Yes No No No
Warning
Centre Console Yes No No With 7S only
Wood Finish
Yes No No No
on Dash
Board
4WD Option Electric Electric No Manual
India 2000 / BS
Yes
II Variants

27
 2. RESEARCH METHODOLOGY
2.1 Introduction:-

Research is a part of building systematic knowledge, human urge for thirst

of knowledge has developed a habit for search and research in him sociologist,
economist, physical natural and nuclear scientists, all advocate on a tension use of
research for some of their academic advencement.Research commonly refers to a search
for knowledge infact research is an art of scientific investigation. According to advanced
learner’s dictionary, research is a careful investigation of inquiry especially through
research for new fact in any branch of knowledge. Research does not necessitates a
hypothesis, and to that extent. The phrase investigation of hypothetical probations is
reduced ant formulation of hypothesis may in ti self be topic of research at times research
focuses self on descriptive rather than on casual or experimental aspects?

Definition of Research-
“Research is the process of systematic and in-depth study or search for any
particular topic, subject or area of investigation, backed by the collection,
compilation, presentation, and interpretation of relevant details of data.”

28
2.2 RESEARCH PROCESS-

The research was carried out as per steps of consumer research process. The figure
below depicts a model of consumer research process.

DefinetheObjectives oftheResearch

Collectingandevaluatingsecondarydata

Designingaprimaryresearchstudy
CollectionofPrimarydata
ProcessingandInterpretationofData

29
2.3 Objectives of Project

● To find out customers satisfaction towards the quality of the products.

● To find most selling product of Bolero.

● To study the opinion of the customer about the new Mahindra Bolero.

30
2.4 Research Design-
Research design is the specification of procedures for collecting & analyzing
the data necessary to help identify or react to a problem or opportunity, such that the
difference between the cost of obtaining various levels of accuracy and the expected
value of the information associated with the each level of accuracy is maximized.

DATA SOURCES:-

1) Primary Data:-
The data was gathered from the customer in the form of a structured
Questionnaire which becomes the part of primary study. This data get from different
customer of Mahindra Bolero surveyed in the Sangamner city.

2) Secondary Data:-

The data was gathered form company journals, product guides and company
brochures and websites.
2

31
2.5 DATA COLLECTION METHOD

It helps to the specification of how data is collected with the Research was
collected for e.g. data can be gathered by observation, personal interview, with the help
of many qualitative and quantitative forms of the data collection. A questionnaire consists
of number of questions printed or type in a definite order on a form or set of forms. In
their research work researcher use this instrument during the survey the research asks the
question to customer though their questionnaire & not the answers of customer in
questionnaire.

The data to be collected are of two types-

1. Primary Data:
After scanning various secondary data sources, primary data is collected for
meeting the specific objectives of the research study. The method used for
collecting primary data is as follows:

a) Personal interview:
The interview was conducted by asking questions by face-to-face contact.
The interview was in the form of direct personal investigation. The types of interview
used were unstructured and personal interview (direct) as decided by the company and
myself. The questions were unstructured .But this sometimes created difficulties as most
respondent hesitated to come up with frank answers , therefore I had to put indirect
questions to gain their confidence, which worked out well.

b) Unstructured scheduled:
Scheduled is a useful measuring instrument for getting both valid and reliable data.
The scheduled is formed to serve two functions as to translate the research objectives
into specific questions. The respondent has to cooperate to furnish the information
correctly. The general form of scheduled is formulated with structured scheduled, which
is definite, concrete and predetermined questions.

32
2. Secondary data:
The basic required information in concerned with the research was collected
through the company’s various manual of the organization. Secondary data required for
company profile was collected from internet.
For the completion of the project, data has been collected from books and other
records and information whenever necessary.

D) SAMPLE
DESIGN
SAMPLING-
Sampling is the process of obtaining information about an entire population by
examining only a part of it.
In this research researcher has selected 100 samples from Nasik City

Sample Unit-
Researcher had taken customer who is bouyer of Mahindra Bolero as a sampling
unit in Nasik city.

Sample Size-
For the purpose of study researcher had taken 100 sample size

Sampling Technique-

The area under study was selected on the basis of the judgment and experience of my
project guide, hence judgment sampling (Non probability sampling) method was adopted
for selecting the area.

In the selected area the customers were selected randomly.

33
 Sample area-

The researcher conducted the survey in the Nasik & collected sample respondents
from the following areas.
Trimurthy Chauk Shivashakti Nagar
Ravivar Karanja Panchavati
Pathardi Phata Sharanpur Road
Gangapur Road Pavan,Uttam & Sawata Nagar
Satpur Colony Shramik Nagar
Ashok Stambh .

Statistical Tools-
For the analysis of data researcher has used table, histogram and pie chart etc and some
statistical tools like mean, mode, simple percentage for measuring market share and
market potential.

Overview of the research process: -

1. Planning of study: This comprises of defining the problem and research objectives.
2. Developing the research plan: This comprises of deciding on data sources, research
approaches, and research instruments, sampling plans and contacts methods.
3. Gathering of the information.
4. Interpretation of the information and presenting the findings.

34
 3. LIMITATION OF PROJECT
In this project research have faced certain difficulties in conduction during this
research. They are as follows

Time: - It is one of crucial factor due to convenience of the respondent and their business
timings, they did not more time given response which considerably reduced the interview
time and increase the number of visit.

Availability of the Respondent:-

Suring this survey most of the respondent are businessman and they gave their
home address at the time of purches because of that it is difficult to get their appointment.

Lack of Knowledge:-
Some of the respondent did not have proper knowledge about the vehicle they
were not able to give right answer.

35
4. Theoretical Background
Post launch survey-

Post launch survey is a survey conducted after some specified period of

product launch to know the product performance, acceptance, rejection, either in
product as whole marketing mix.
Post launch survey is also necessary to find out the loophole in the marketing
mix, of product is accepted very well, then also it is useful now the improve the present
growth and how those customer can be delighted.
The consumer wariness can be find out easily by the post launch survey,
consumer research enable these entire things
Consumer research described the process and tools to study the consumer
behavior. Post launch survey is also the study of consumer behavior. The taste
performance, habits, needs hierarchy necessity also can be found by the post
launch survey.

After buying and trying the product, a consumer will experience some level of
satisfaction or dissatisfaction what determines the level of post purchase satisfaction? A
major their holds that a consumer’s satisfaction is a function both of exportation and the
product’s perceived performance. If the product meets his expectation the consumer is
satisfied, if it exceeds them, the consumer is highly satisfied. But if it falls short, the
consumer is dissatisfied. The amount of disserved on the size of the difference between
expectation and performance.
The relevance of post purchase feeling to the consumer decision process is two
fold. First, satisfaction with a product will influence a consumer’s choice on a subsequent
purchase occasion. Second consume are likely to communicate their feeing about the
product to other potential consumer’s who are seeking information. Where own purchase
experience is a more powerful influence in frequently purchase goods where own
experience is critical for repurchase & repurchase rates are high while the latter as amore
important consideration for durable products

36
 Post launch survey Survey is the tool used for connecting the data there are basically
two types of survey are undertaken first one pre launch survey to identity the need
preferences test of consumer after this the marketing of consumer. After this marketing
programmer is formulated and product is to be launched is marked.
The sales and acceptance of product is predicted and to measure the product
performance, to know the product acceptance, post launch is conducted.

If the company 90 ahead with commercialization if will face its largest cost
to date. The company will have to contract for manufacture or rent a full-scale
manufacturing facility plant size will be a critical decision.
When (Timing)
In commercialization a new product, market-entry timing is critical – suppose
company has almost completed the development work on its new product and learns that
a competitor is nearing the end of its development work.
The company faces three choices.
1. First entry
2. Parallel entry
3. Late entry.
The timing decision insoles additional consideration. If a new product
replaces an older product the company might delay the introduction until the old
product stocks is drown down?
The company must decide whether to launch the new product in a single locality,
a region, the national market or the international market. Company size is important
factor here small company will select an attractive city and put on a blitz campaign.
Large companies will introduce their product into a whole region and then move to the
next region. Most of the company design new product to sell primarily in the domestic
market. If the product does well, the companies consider exporting to neighboring
countries or the world market.

Within the rollout market the company must target its initial distribution and
promotion to the best prospects group. Profiled the rime prospects, who would
ideally

37
have the fooling characteristics. They would be early adopter, heavy user, opinion
leader and they could be reached at allow cost.

The company must develop an action plan for introducing the new product
into the rollout market,
In launching, a new product management can use network planning techniques
such as critical path scheduling. (CPS) call for developing master chart simultaneous
and sequential activities that must take place to launch the product. By estimating now
much time each activities taken planners estimate completion time for the entire project.
Market testing
After management is satisfied function and psychological performance, the
product is ready to be dressed up with brand name and packaging and put into a market
test. The new product is introduce into an authentic setting to learned how large the
market is and how consumer and dealers reacts to handling, using and repurchasing the
product.
The amount of market may be severely reduced if the company is under great
time pressure because the season is just starting or because competitor are about to
launch their brands. The company may be there fore prefer to face there in of product
failure to the risk losing distribution or market penetration on highly successful product.
The ultimate way to a new product is to put it into full blown test markets. The
company chooses a few representative cities and the sales force. The company puts on a
full advertising and promotion comparing in these markets similar to the one that it
would use n national marketing. A full scale test cans 41 million. Depending on the
number of cities the test duration and the amount of data the company wants to collect.

Management face several decision

1) How many test cities?
2) Which cities?
3) Length of test?
4) What information?
5) What action to taken?

38
 Consumer is wary of the unknown; they feel comparable with the known.
Consumers, usually, do not look for the new; they do not want any tension in their
buying activity. They need to be aroused form this sleepy state and made to
consider new options, think afresh. That is why some brands are introduced with a
crescendo.
If the test marketing results are favorable, the new product ready for launch. This
would mean that the marketer is required to finalize the introductory marketing
strategy, and acquits production facilities to produce the product. Preparing final
budgets, acquitting the sales Force and the trade with the new product, planning for
physical distribution and developing the promotional programmer, are the other
activities necessary for a successful launch of a product into the introductory stage of
its lifecycle.

39
 5. DATA ANALYSIS AND INTERPRETATION
It is the most importance step because all collected data further analyze by using certain
criteria such as percentage or ranking methods and then the data is represented in a
graphical way. So that is gives clarity and it is suitable to understand.
1) Occupation-
Sr.No Occupation No. of Respondent
1. Govt.service 18
2. Private service 43
3. Business 20
4. Agriculture 09
5. Other 10
Source-Primary data

Occupation
Table No.-1

OtherAgricultur1e0% Govt.service
9% 18% Govt.servicePrivate serviceBusinessAgriculture
Other
Interpretation-
It is observed that, 43% customer are in private service.
Business
20%
Private
service43%
2) Income

40
 Sr.N Income No. of Respondent
o
1. Less than 10000 12
2. 10000-15000 38
3. 15000-20000 20
4. 20000-25000 18
5. More than 25000 12
Source-Primary data

Table No.2
Incomegroup

Interpretation- 12% 12%

It is observed that, 38% customer’s income is between 10000-15000.

18%

20%

41
3) Which model are you using?

Sr. no. Model No. of respondent

1 Bolero 13
2 Scorpio 40
3 Marshal 10
4 Commander 18
5 Pick -up 14
6 Logan 05
Source-Primary data

Table No-3
Modelusing

5,5% 13,13
14,14%

Interpretation-
It is observed that, 40% customer use Scorpio.

18,18%

10

42
4. From how many years you are using you vehicle?

Sr no. Period ( In Year) No. of Respondent

1 Less than 1 17
2 1-2 39
3 2-3 20
4 More than 3 14
Source-Primary data

Periodofusing

45
40
35
No.ofresponden

30
25
20
15 39
10
5 17 20
14
0

Lessthan11--22--3Morethan3
Period

No.ofRespondent

Table No4

Interpretation-
It is observed that, 39% customer use Mahindra vehicle from 1-2 years.

43
5. Most selling Model of BOLERO

Models SLX XL Sport DLX DI Camper SLE

percentage 35% 25% 11% 06% 10% 07% 06%
Source-Primary data

Mahidra Belero
Model
40
%
35
%
S
30
% L
X
25
% X
L
20
Sp
%
ort
15
DL
%
X
10
DI
%
Campe
r
SLE
5
%
0%

Table No-5

44
 Interpretation-
From the collected information the most selling model of BOLERO is
SLX model.

6. What mileage your vehicle giving to you (in Km/ Lit)?

45
Sr. no. Mileage ( km/lit) No. of respondent
1 1—12 16
2 12—14 24
3 14—16 48
4 16—18 12
Source-Primary data

Mileageperliter

60
50
40
no.ofresponden

30
20
10
0

16

1--12

Table No-6

Interpretation-
It is observed that, 48% customer say that average of Bolero is 14-16 Km/lit.

46
7. What do you think about the company’s service provided to you?

Sr no Service provided No. of respondent

1 Very good 62
2 Good 28
3 Average 18
4 poor 02
Source-Primary data

Table No-7
Serviceprovidedbycompany

2,2%
18,16%

Interpretation-
It is observed that, 62% customer says that service of Mahindra is very good.

28,25%

47
8. Service provided by dealer:-

After sale Highly Satisfied Average Dissatisfied

satisfied
service satisfied
Percentage 13% 47% 30% 10%
Source-Primary data

SaleService

50%
45%
40% Highly satisfiedSatisfiedAveragesatisfied
35% Dissatisfied
30%
25%
20%
15%
10%
5%
0%

Table No-8

Interpretation-
The service provided by dealer is mostly gives satisfaction to the customer. But in
case of after sales there is scope in highly satisfied rank and about 10% of customer
dissatisfied with after sales service provided by dealer.

48
9. Customer Expectations of BOLERO

Changes YES NO
Percentage 90% 10%
Source-Primary data

Table No9
Satisfaction

100%

80%
Interpretation-
It is observed
60%
that, 90% customer are satisfied with Mahindra Bolero.
YES
40% NO

20%

0%
YES NO

49
10. Use of Mahindra Bolero

Purpose Business Personal Others

Percentage 21% 62%` 17%
Source-Primary data

Table No10
UsingPurpose

70%
60%
50%
40%
Interpretation-
30%
20%
It is observed that, 62% customer use his vehicle for personal use.
10%
0%

50
11) what do you think about the maintenance of Bolero as compare to competitors?
Sr.no. Maintenance No. of respondent
1 Very high 05
2 High 02
3 Average 14
4 Low 79
Source-Primary data

MaintainanceofBolero

90
80
70
No.ofresponden

60
50
40
30
20
10
0
5
Veryh

Table No.11

Interpretation-
It is observed that, 79% customer are satisfied with maintenance cost of
Mahindra Bolero.

51
 6. Findings

Among the Available model Bolero SLX is most popular & highly demanded model.

Most of the customers are satisfied with the quality provided by company in the vehicle.
But only in the fuel efficiency most customers are dissatisfied.

Regarding to price incurred in vehicle as compare to quality among all the customers are
ready to recommends the product to their friends or others.

The facilities or features present in the model are fulfilling the need maximum customers.

52
 7. Suggestion
To increases the sales, company should put more expenses on advertising i.e. adv.
Through news papers, through, television,
The company should conduct monthly meeting of the marketing start
The company should put more emphasis on different promotional activities,
such as sales promotion personal selling and public relation (In stickers)

Increase the fuel efficiency.

Power steering in DI

model.

Backside seating system should be change.

Size of the body should be increase.

Increase availability of music system.

53
 8. BIBLIOGRAPHY

BOOKS:-

Marketing management-Philip Kotler 12th edition.

Research Methodology-G.C. Beri, C.R. Kothari

WEB SITE:-

www.mahindrabolero.com
www.mahindraworld.com

54
9. Questionnaire
Name:………………………………………………………………….

Address:……………………………………………………………….

Contact No.:………

Gender:………………………………………………………………..

Occupation (Tick √ mark

appropriately) Govt.service

Pvt. Service
Business
Agriculture
Other

Income Group

Less than 10000

10000-
15000
15000-
20000
20000-
25000
More than 25000

1. Which model of Mahindra are you using?

a) Bolero b) Scorpio
c) Marshal d) Commander

55
e) Pick-up f) Logan

56
2. From how many years you are using you vehicle?
a) <1 year b) 1-2 yrs
c) 3 yrs d) >3yrs

3. If Bolero then which version you are using?

a) SLX b) XL
c) DLX d) DI
e) Sport f) Camper
g)GLX
Mention Colour……………………
4. What mileage your vehicle giving to you (in Km/
Lit)? a) 10-12 b) 12-14
c) 14-16 d) 1 6-18

5. Rate the following factors, from first to last, because of which you
have Purchased your vehicle.
Price
Quality
Brand Name
Colour
Fuel Efficiency
Maintenance

6. What do you think about the company’s service provided to you?

a) Very Good b) Good
c) Average d) Poor

7. What do you think about the Dealers service provided to you?

a) Very Good b) Good
c) Average d) Poor

57
8. What is the satisfaction level you derive from your vehicle?
a) Highly Satisfied b) Satisfied
c) Unsatisfied d) Highly Unsatisfied

9. For what use according to you the Bolero is best suitable?

a) Business b) Personal
c) Other

10. Do you think that Bolero is fairly priced as compared to other

similar Products.

11. What’s your opinion about the features of this Bolero model?

58