LOVELY acknowledge my indebtedness to my mentors-
LOVELY PROFESSIONAL UNIVERSITY DEPARTMENT OF MANAGEMENT Report on Summer Training A STUDY OF MARKETING STRATEGY AND ANALYSIS OF SCORPIO mHAWK Submitted to Lovely Professional University In partial fulfillment of the Requirements for the award of Degree of Master of Business Administration Submitted by:Atul Simalti University Reg.
No. 11005058 DEPARTMENT OF MANAGEMENT LOVELY PROFESSIONAL UNIVERSITY JALANDHAR NEW DELHI GT ROAD PHAGWARA (PUNJAB) A STUDY OF MARKETING STRATEGY AND ANALYSIS OF SCORPIO mHAWK A Sip Report Submitted By: MR. ATUL SIMALTI (M. B. A. ) Under the guidance of: (MR. RAJEEV GUPTA)Submitted to: The HOD Lovely School Of Business(Management Department) Lovely Professional University, Jalandhar (Punjab) ACKNOWLEDGEMENT I readily acknowledge my indebtedness to my mentors- Mr.
Lokesh Jasrai, Mr. Rajeev Gupta whose support, dedication and honest efforts have given me an immense help in doing this project. It gives me immense pleasure to express my deep sense of gratitude and appreciation to my external guides Mr. Ajay Gupta, Mr. Jasleen Singh, whose constant encouragement and valuable suggestions gave back bone support in completing this project.
I specially take the opportunity to thanks Mr.Amit Kumar and Aseem Aggarwal (Sales executive- DDPM) for motivating, encouraging, guiding and supporting at every step and sparing his valuable time for me. Last but not the least I record my sincere thanks to all beloved and respectable persons who helped me and could find any separate mention. Atul Simalti. DECLARATION I, Atul Simalti, student of MBA-3rd Semester, Lovely Professional University, Jalandhar hereby declare that this project report ‘A study of marketing strategy and analysis of scorpio mhawk’ at “Dehradun premier motars”, Dehradun is written and submitted by me under the guidance of Mr.
Rajeev Gupta. The entire analysis and conclusion of this report are based on the information which is collected by me during the training period. The practical finding in the report are based on the data collected myself while preparing this project. I have not copied any thing from any source or other project submitted for the similar purpose, if any. Atul Simalti CONTENT 1.
PROFILE OF THE COMPANY •Name •Location •Historical background •Products •Number of departments •Number of employees •Human resource policies •Information about marketing Vision and mission 2. SUBJECT TAKEN FOR SIP •Introduction Making of Mahindra scorpio Product training Mahindra scorpio mhawk •Objectives •Methodology •conclusion 1. Profile of the Company Name of the company: Dehradun Premeir motors Pvt. Ltd. (an authorized dealer of Mahindra and Mahindra automotive) Location: DDPM: Dehradun Branch (Personal Sagement) Haridwar bypass Road, Ajabpur kalan, Dehradun-248001 (Uttrakhand) Phone: 0135-2532057,58,53 DDPM: Kotdwar Branch B. E.
L. Road, Kotdwar (Uttrakhand) Phone:01382-222388DDPM: Vikasnagar Branch Nawabgarh,Dakpathar Road, Vikasnagar (Uttrakhand) Phone:01360-253300 Historical background (Dehradun Premier Motors): DDPM is one of the leading dealerships for the M & M vehicles in Uttrakhand region & one with biggest infrastructure in Central India. DDPM established in year 2001 with dealership for Mahindra & Mahindra – INDIA’S leading automobile brand. Premier motors having its main office in Dehradun which is established in year 2001, and the Kotdwar & Vikasnagar branch is established in year 2008.Premier motors is owned by Mr. Harish Suri. M&M (Automotive Sector) History M&M’s association with the automobile business dates back to 1945.
The Company was incorporated in 1945 and was originally formed to manufacture utility vehicles for the Indian market, initially by importing and assembling WILLYS JEEP KITS. The manufacture of utility vehicles commenced in 1954 in collaboration with WILLYS Overland Corporation and its successors, Kaiser Jeep Corporation and American Motor Corporation (now part of Daimler Chrysler group).The Company commenced manufacturing Light Commercial Vehicles (LCV) in 1965. The Company has recently entered the three-wheeler market Over the year, the Mahindra brand of vehicles has come to represent high quality, ruggedness, durability, reliability, easy maintenance and operational economy. These are the qualities that have endeared the vehicle to individuals as well as institutions like the Indian armed forces. M&M is the leader in the MUV business in the country since inception.
M&M has comprehensive manufacturing facilities with high level of vertical integration. M&M’s automotive division has five manufacturing plants, three in the state of MAHARASHTRA and one in ANDHRA PRADESH. In Maharashtra, its plant in Mumbai and Nasik manufacture multi-utility vehicles, and engines are produced at the Igatpuri plant. Light Commercial Vehicles are manufactured at the company’s plant in Zaheerabaad in Andhra Pradesh and three-wheelers in Haridwar. Mumbai and Nasik plants with the R&D facility at NASIK are ISO/TS 16949 certified.The Mumbai plant has also been recommended for the TPM excellence award.
M&M engine plant at Igatpuri has QS 9000 certification and LCV & three wheeler plant at Zaheerabad have ISO 9001:1994. Both of these plants are also working towards TS 16949 certification. Our plants in Mumbai and Igatpuri are also ISO: 14001 certified.
Core Business Activities •Automotive •Farm Equipment •Systech •Financial Services •Information Technology •Infrastructure Development •After-Market •Two-wheelers •Mahindra Partners Division •Specialty Services PRODUCTSMahindra & Mahindra is known for its in utility vehicles, commercial vehicles & personal vehicles. In order to clearly differentiate the segment in which Mahindra is playing, the company has divided all its products into 3- different channels. 1. Channel 1 personal -SUV 2 .
Channel 2 prosper –UV 3. Channel 3MIL –LCV Channel 1 – Personal: – This segments categories for personal Use or family use Scorpio, Logan,verito & xylo are in Channel 1 Different Variant Scorpio- M2Di (more mileage diesel engine PS) LX (LX +Rear Wiper, Black Cladding, Fog lamp) SLE (LX+ Alarm System)