GHANSHYMDAS SARAF COLLEGE COLLEGE OF ARTS AND COMMERCE SUBJECT:-CO-OPERATIVE AND RURAL MARKET STD:- SYBMS B

Group Members NAME

SANJOLY BHAGARIA KUSUM PARMAR MADHUSHREE RANGREJ THRAPTI SHETTY JINAL SOLANKI KAJAL YADAV

ROLL NO.
15 65 77 91 98 110

Acknowledgment
We have taken efforts in this project. However, it would not have been possible without the kind support and help of PROF.Binita.B. We would like to extend our sincere thanks to her. We highly indebted to her, for her guidance and constant supervision as well as for providing necessary information regarding the project & also for the support in completing the project. We would like to express our gratitude towards our parents & member of for their kind co-operation and encouragement which help in completion of this project. Our thanks and appreciations also go to my colleague in developing the project and people who have willingly helped us out with their abilities.

INTRODUCTION
1. Company profile(SANZO):Manufacturer:- Global motors also called. Production:- 2010- present. Assembly :- Navi Mumbai(Nerul). Class:- City and rural car. Body style:- 4-door. Layout:- RR layout Engine:- 2 cylinder SOHC diesel multipoint fuel injection all aluminium 624cc and battery for eco friendly car. Transmission :- 4 speed synchromesh with overdrive Wheelbase:- 2230 mm Length:- 3099mm Width:- 1495mm Kerb weight:- 600kg(1300 lb) 635kg(1400 lb) Designer:- Daniel Schutz 2.

About Global Motors:The following case study is about SANZO car, a car by Global motors. SANZO is the most inexpensive car which is launched by global motors. Global motors is a newly established firm aiming to gain profits in automobile sector. It has only launched automobile line of passenger vehicles. Global motors has launched a segment of car because of the rising demand of vehicles in India, as india is 2nd biggest car buyer in the world. In order to attract rural consumers Global motors hve slogan for SANZO car which goes as SANZO KA SATH AAM AADMI KE HATH and

inorder to attract consumers attention of urban consumers there is another slogan which is NEW SANZO VITO POWER 3.

Reason To Launch An Inexpensive car:Looking at the rapidly increasing demand of automobile i.e. car segments Global motors decided to launch a SANZO car. Global motors is mainly targeting the middle class consumers in urban as well as rural market.

4.

Types Of SANZO Car And Price:SANZO Eco-friendly car

- Rs. 2.80 lakh.

SANZO diesel car

Rs. 2.50 lakh.

5.

About SANZO Car:SANZO car comes with great looks and a superior feel, yet with the economy easiness of the SANZO(hatchback) SANZO with its varients targets the middle class consumers with car prices between rs. 2.50 lakh -2.80 lakh.

6.

Benefits TO Global Motors From Governement:The stimulus packages from government led to the growth of the global motors. As the project of the Global motors is also to the benefit for the environment and looking at the report and case study loan of RS. Without interest rate which would help us to grow in automobile market easily.

7.

Companys Schemes:-

As Global motors is a newly launched company it is mainly targeting middle class consumers in Maharashtra. In order to afford the pockets of rural market consumers it has kept the pricing accordingly. Global motors is also giving schemes to the rural market consumers. They are a. Rural market consumers can buy car on installments that to at a low interest rate i.e. 11% interest rate. b. It is priced very low and is affordable to middle class consumers and also the living life style of consumers in rural market in increasing and develpoping.

8. Marketing Concept and Strategy:It is fundamental idea of marketing that organizations survive and prosper through meeting the needs and wants of customers. This important perspective is commonly known as the marketing concept. SANZO is one such product which is been manufactured while keeping in mind the needs and wants of the target consumers. To understand the marketing concept of SANZO, we need to understand the strategy that the management at GLOBAL Motors has employed. GLOBAL Motors have conceptualized their strategy around the BOP theory given by CK Prahalad in the year. Lower Middle Class at the bottom of the pyramid (BOP)represents a very attractive market opportunity. India being a developing economy has a large portion of population of low and medium earning class of people. Due to increase in population and the developing nature of the economy more people are getting added to the BOP, who have desires and wants to have cars. Even today in India, Lower-Medium earning class families travel on two wheeler and three wheeler, just because they cannot afford to buy a car. Consumer demand is a want for a specific product supported by an ability and willingness to pay for it. GLOBAL Motors has fulfilled this desire of people, to have their own car by launching its product.
9.

MARKETING ENVIRONMENT :-

The Marketing Concept is about matching a company's capabilities with customer wants. This matching process takes place in what is called as the

MARKETING ENVIRONMENT. Marketing Environment consists of following factors they are:(1)The Company. (2)Suppliers. (3)Marketing Intermediaries. (4)Competitors. (5)Customers. (6)Public. (1) THE COMPANY:- Entire project, SANZO CAR was an innovation by GLOBAL Motors and it continued till the car being delivered to the customer. The company made its suppliers think innovatively for the production of parts which they got from them i.e. the suppliers were asked to perform the research on the products which reduces the company's R&D costs. The light weight bumpers, three bolted wheels are the strengths of the SANZO CAR which actually increases the mileage of the car. (2) SUPPLIERS:- The suppliers are:(a)Boron carbide:-Triveni Interchem Pvt. Ltd. ( Group Of Triveni Chemicals) Vapi. (b)Glass Fibre Discs (GFDS):- Industrial Glass Company Vashi, Thane. (c)Conductive Plastic Compounds:- Blend Colours Pvt. Ltd., Hyderabad. (d)Steel Shots:- Elite Traders, New Delhi. (e)Marble Polishing Abrasive Cake:- Sharad Enterprises, Jodhpur. (f)Abrasive Rolls:- Poornarth Solutions, Delhi. (g)Abrassive Cut-Off Machine for Metallography for Quality Control Lab:Narang Metallurgical, New Delhi. (h)Garnet Sand:- Prime Laboratories, Hyderabad. (i)Abrasive Filament Brushes:- Ganesh Brush Manufacturers, Pune. (j)Electroplated Diamond & CBN Pins:- Jain Precision Tools, Aurangabad. (k)Steel Scrubber:- Matrix Exports, Bengaluru. (l)Abrasive Epoxy System:- Roto Polymers And Chemicals, Chennai. (m)Boron Carbide Powder Paste:- Varun Udyog Diamond Tools, Navi Mumbai. (n)Jointless Asbestos Cloth(54" to 84"):- Shree Fire Pack Insulator Private Limited, Ahmedabad. (o)Shot And Grit-blasting Comparators:- Bombay Tools Center, Bombay. (p)Grinding Wheel:- Gauri Shankar Trading Corporation, Noida. (q)Segment:- Royal Arc Electrodes Limited, Mumbai. (r)Abrasive Belts:- MSK Products Private Limited, Hosur. (s)Folder Gluer Belts:- Sanket Belting, Surat.

(t)Coated Drusy:- Sizzling Silver, Jaipur. (3) MARKETING INTERMEDIARIES:The Marketing Intermediaries support a lot in Marketing and sales of SANZO. It has an extensive dealer network throughout the country and support, financially also by having tie ups with leading banks. (4) COMPETITORS:SANZO has competitors like TATA NANO. Renault and Cherry Corporation are trying to launch a car in the small segment. Maruti 800 can be considered as a close competitor. (5) CUSTOMERS:The customers of SANZO can be people in all classes but it is especially made for lower middle class people. People who only dreamed about cars can really buy this car as it priced inorder to afford people. The upper class family can also be attracted as it has got an extraordinary style and attractive colorful looks. So people who have craze for cars will surely buy it. (6) PUBLIC:As far as SANZO is concerned, it has a lot of response and support from the public. Lot of communities and blogs were created in which people themselves joined and were keen to know about the features of SANZO.

10.

Production and manufacturing process:-

a. Manufacturing strategy:the assembly company is in navi mumbai nerul because it is easier to target the south maharashtra nd the transportation costs will be also less as well as urban city mumbai will also be easily accessible to the company so it will be able to target both rural and urban markets.

RURAL CONSUMER PROFILE

The Rural Consumer Profile shows some distinctive characteristics, which make them different from urban customers. They differ from urban consumers in the following ways:-

Educational Profile:Most of the rural consumers in South of Maharashtra ( Pune, Nashik, Ahmednagar, Solapur,etc) who used to be illiterate now the literacy rate is increasing in such rural areas. The quality level of education in the pat 10 years has shown an increasing growth. Visual displays and phonetics are more preffered for promoting the products in rural areas. Consumers in rural market prefers messages of the product should be thorough and descriptive. Demonstration and suggestions leads to a greater impact on the rural consumer.

Low Income Profile:Average income of a rural consumer in South of Maharashtra is much less than the urban counterpart. Inspite of the fact that rural incomes have grown manifolds in the last decade, a large part of rural consumer's income is spent o the basic necessities, thus leaving lesser amount of disposable income on other products. Hence, a rural consumer is much more price sensitive than an urban consumer. Most of the demand is for low priced products. Keeping all this factors in mind GLOBAL Motors has managed to keep the price of SANZO which is affordable to middle class rural consumers who are price sensitive.

Occupation:-

The principle occupation of rural consumers in Pune, Nashik, Ahmednagar, Solapur is agriculture. However, the basis of differentiation is size and ownership of land. There are big farmers,small farmers and farm workers. Whereas big farmers have reasonable high incomes to spend on luxury items. A large proportion of rural customers also work in factories like sugar factory as well as tourism and hotels is also one of the important occupation in South of Maharashtra. Pune is also famous for an IT sector. As the overall standard of living of consumers is increasing GLOBAL Motors is mainly targetting rural consumers on a small scale inorder to gain profits as well as full fill the wishes of consumers of having cars.

Opinion Leaders:Opinion leader in rural areas can be defined as a person who is considered to be knowledgeable and is consulted by others and his advice is normally followed. The typical opinion leader in a rural market are primary health workers, doctors, teachers, politicians, panchayat members and other leading brand ambassadors spreads the good word about the product technicalities. GLOBAL Motors has hired retailers in villages in South Maharashtra so as to influence the purchase decision of a rural consumer.

Media Habits:Television and radio are important mass media in a village. Rural consumers of today are more aware of the surroundings with the help of mass media. Radio programmes reach 15% of the Indian population and reach of Television programmes is now as high as 85%. As a result GLOBAL Motors is promoting its Car more and more through Television ads and internet.

Brand Conscious Consumer:The rural consumers in South of Maharashtra are becoming more and more aware of brands because of the increase in standard of living of people as well as due to mass media. Many national and regional brands are today building a strong rural base without much advertising support with catchy slogans which attracts the consumers. Keeping this fact in mind GLOBAL Motors is keeping focused on rural market as India is also the second largest consumer in the world.

Value For Money:Rural consumers are shoppers for products with high value for money. They do not but cheap products, but buy products and brands which promise to deliver higher value. In order to full fill the desires of Middle Class rural

consumers of owing a car GLOBAL Motors has launched SANZO Car which is inexpensive with schemes which suits the pockets of consumers.

SALES FORCE MANAGEMENT:The Sales Manager of GLOBAL Motors has led down schemes for rural market so that there is increase in sales of SANZO Car. Rural consumers can now buy SANZO Car on installments which is one of the strategy of sales manager so as to increase the sales. The edition of eco-friendly car has also led to the increase in sales because of an affordable prices given by GLOBAL Motors. Sales manager is targetting mainly and especially rural markets because of the increasing standard of living of people as well as keeping their wants in mind he has planned various strategies like promoting brand through television, banners, mouth to mouth publicity which will indirectly help in increasing the sales which is the prime motto of sales manager.

POSITIONING
Positioning is the act of finding a place in the minds of consumers and locating the brand therein.companies have to plan positions that give their products the necessary advantage in the target market. 1.

Identify Differnces :-

The first preference given by us will be consumers motive that is when he purchases a product.several approaches in positioning our product will be taken in order to enhance the product. a. PRODUCT DIFFERENTIATION :-product will be differentiated in terms of shape,size,colour,quality. Size:- capable od carrying 4-5 people. Color:- black,grey. Quality :- product quality will be of premium and efficient. b. Service differentiation:-services will be differentiated in the form of delivery,after sales services and maintenance. c. People :- people or personalities(films and celebrities )who are widely respected and admired by consumers especially in the rural areas as we can say the areas which weare targeting,bring a differentiation to the image of product and its services.

d. Image: image of a brand or a company may win the customer even though the product is very much similar to the competitors one. Image is built by advertisements, symbols, signs.

2.Selecting The Right Differences :- the best alternatives will be selected since there are various parameters for product positioning. Some critical factors that will be considered whilen positioning a brand will be attractiveness, distinctive, pre-emptive, affordable, communicable.

3.Communicating :- effective communication will clarify the target market, will state the value preposition and will identifies the supporting product differentiated.

TARGETING
Segmentation is the process of establishing and establishing alternative market segments.targeting involves evaluating various segments and selecting how many and which ones to target.

1. EVALUATION OF SEGMENTS : PROFITABILITY :- profitability is something that everyone wants with efficient production,manufacturing and marketing process. Attractiveness:- attractiveness is important in every product and a car can b made attractive accordingly. Company objectives:- Better efficiency, profitability, expansion of sales and marketing. Limitations:- society, government are some aspects that can criticise against a particular company.

1. COVERAGE OF SEGMENTS :-

RURAL MARKETING SEGMENTATION

Market segmentation is the process of dividing or categorizing market into different groups based on one or more variables. The division or categorization is based on the premise that different people have different preferences.

BASIS OF SEGMENTATION
1) Geographic segmentation 2) Demographic segmentation 3) Psychographic segmentation 4) Behavioural segmentation Every organisation have to approach market segmentation.so according to the basis,segmentation will be done.

MARKET SEGMENTATION
The areas we targeted are outskirts of Maharashtra including mainly Pune,Solapur,Ahmednagar,Nashik.

1.

GEOGRAPHIC :- As the area targeted is around Maharashtra the

geographic area will not be different Zone:- west State :- Maharashtra Climate :- has a tropical wet and dry climate. Culture :- symbolises Marathi culture.

2. DEMOGRAPHIC :AREA PUNE AHMEDNAGAR SOLAPUR NASHIK GENDER M F 53% 51% 54% 47% 49% 46% FAMILY SIZE 4-5 4-5 4-5 4-5 EDUCATION 81% 72% 77% 74% RELIGION Hindu

3.PSYCHOGRAPHIC : SOCIAL CLASS :- lower-middle , upper-middle and upper-lower. Lifestyle :- standard of living is quiet improvised,as these states and villages are developing.

4. BEHAVIOURAL : PURCHASING OCCASION :- Buyers can be segmented on the basis of the occasions on which they buy. USER STATUS :- as the product will b introduced,it will a first time user by a customer.