Presented by:- Akash Singh Automotive Sector

STUDY OF BOP AND MINI TRUCK SEGMENT

o Mahindra & Mahindra group is one amongst the big business houses of India. o The Mahindra Group’s Automotive Sector is in the business of manufacturing and marketing utility vehicles and light commercial vehicles, including three-wheelers o Mahindra & Mahindra was set up in 1945 as Mahindra & Mohammed. o The name was changed from Mahindra & Mohammed to Mahindra & Mahindra in o Mahindra & Mahindra Limited, the flagship company of the Group, was set up as a franchise for assembling general purpose utility vehicles from Willys, USA. o The Group exports its products to several countries in Europe, Africa, South America, South Asia and the Middle East.

 There are two segments:- 1. Passenger 2. Loading  Passenger segments include - TATA IRIS, TATA VENTURE, TATA WINGER, TATA MAGIC, Mahindra Alfa, TVS king, Bajaj ape, Maruti Omni etc.  Loading segments include - TATA ACE, TATA 207, TATA 407, TATA ACE, Mahindra GIO Compact Truck etc.

E x i s t i n g P r o d u c t s

Product- TATA IRIS Specifications :- Engine cc- Single Cylinder water cooled diesel engine Maximum Power - 11 HP Maximum Torque - 31 NM Top Speed - 55 kmph Gear Box - 4 fwd + 1 reverse (Synchromesh with cable shift) Brakes - Hydraulic Drum Type Tyres - 12” Radial Seating Fuel Tank Capacity - 10 Liters Features:-  Hard Steel Roof  Clear Lens Head Lamps & Tail Lamps  BS|||  Stylish dash board with storage space  Sliding driver seat

Standard Deluxe Luxury Non AC Seating- 12+1/13+1 FR 2800WB Non AC/AC Seating- 12+1/13+1 FR 3200WB Non AC/AC Seating- 12+1/13+1 HR 3200WB AC Seating- 9+1 FR 3200WB TATA WINGER

Price & Variants

COMPETITION ? TATA IRIS TATA WINGER ?

 TATA IRIS  is bought mostly by Lower – Middle class people whose income ranges from 1,20,000 to 3,00,000 Rs. per year  TATA WINGER  is bought mostly by lower upper middle class and upper middle class people whose income ranges from 3 lakh to 8 lakh Rs/year Income

Analyzing Usage of the vehicles

TATA IRIS

TATA WINGER

BOP Passenger Templates

Magic D+7

Omni Passenger

Alfa Passenger

GIO Passenger

 Analysis of BOP  Analysis of 5 seater and 9+1 seater vehicle  Analysis of customer preference about BOP Objective

 Null hypothesis  Ho = There are no customers in a favor of 5 seating and 9+1 seating  Alternate hypothesis  H1= 60% customer are in a favor of 5 seating and 9+1 seating  H1= More than 60% customer are in a favor of 5 seating and 9+1 seating.  H1-= Less than 60% customer are in a favor of 5 seating and 9+1 seating.

T-test

Correlation *. Correlation is significant at the 0.05 level (2-tailed).

 Most of the customers prefer C.N.G. vehicles in the market  Most of the customers are satisfied with the availability of spares in the market.  There should be at least 4 variants in 9+ seater.  9+ seater should be for professional employee, school, college, tour, hotels and organizational purpose.

 9+ seater should be like that where passenger feel comfortable.  Most of the customer who have yearly income more than 3 lakh, they prefer 9+1 seater vehicle.  Product should be as compare to TATA IRIS, TATA WINGER  Cost or price of 9+1 seater should be of between 5 lakh to 7 lakh.

 Cost of 5 seater vehicle should be of between 1,70000 to 3 lakh.  Most of the customer who have yearly income between 1,20000 to 2 lakh, they prefer 5 seater vehicle.  5 seater vehicle should be of more earning from which customer could earn at least 12 to 20 thousand Rs./month.  More than 60% customer customers are in favor of 5 seating and 9+1 seating.

 For the 3+1 seater vehicle, black and yellow colour are acceptable colour.  There are no competitor of TATA IRIS and TATA WINGER.  There are few information given in the table of BOP templates.

 Product  Price  Place  Promotion 4 p’s of marketing

 From Classes in first year used in summers:  Marketing theories - 4Ps, Marketing tools  Marketing strategies – Competitor Analysis, Customer Reviews  Product Specification  Consumer Behavior  Marketing Research

 From Summer Internship :  Handling Customers and knowing their behaviors practically  Managing relations - Co-ordination between senior and junior, Managing with competitors’ dealers  Time management  Discipline enhancement  Improvement in communication  How to get work done

NO COMPETITOR Launch new product as compare to TATA IRIS and TATA WINGER

 manufacturer.html manufacturer.html 

Thank you