MARKEETING MIX IN AUTOMOBILE INDUSTRY

OBJECTIVES OF THE STUDY

To find out the present status of the automobile industry. To study the martket research of the automobile industry. To study the distribution and markeeting strategies adopted by automobile industry. To enhance our analytical skills in the field of practical application of markeeting.

RESEARCH METHODOLOGY

Research in common parlance refers to a search for knowledge. One can also define research as a scientific and systematic search for pertinent information on a specific topic. In fact, research is an art of scientific investigation. It is the pursuit of truth with the help of studies, observation, comparison and experiment. In short the search for knowledge through objective and systematic method of finding solution to a problem is research. Research design used in this project is Exploratory research and I have collected primary data through interaction with the people I have visited and I have collected data from them

LIMITATIONS OF THE STUDY

Time constraints Budget constraints Difficulty in comparison Based on past financial data Sources of information is limited

MARKEETING MIX

Markeeting mix is set of correlated tools that work together to achieve companys objectives . SEVEN PS OF MARKEETING MIX ARE:PRODUCT PRICE PLACE PROMOTION PEOPLE PROCESS PHYSICAL EVIDENCE

MARKET SHARE OF KEY PLAYERS IN 2006-07

PERCENTAGE
KEY PLAYERS IN 2006-07 PERCENTAGE

HERO HONDA

42%

OTHERS

BAJAJ

27%

HMSIL
TVS 19%

TVS
HMSIL 9%

PERCENTAGE

BAJAJ
OTHERS 3%

HERO HONDA 0% 20% 40% 60%

MARKET SHARE OF KEY PLAYERS IN 2010-11

PERCENTAGE
MARKET SHARE IN 2010-11 PERCENTAGE

40%
HERO HONDA 37%

35% 30%

BAJAJ

29%

25%
TVS 19%

20%
HMSIL 10%

15%
OTHERS 5%

PERCENTAGE

10% 5% 0%

BREAK UP OF 2 WHEELER INDUSTRY BY SEGMENT

SEGMENT IN 2 WHEELER INDUSTRY

PERCENTAGE

PERCENTAGE

MOTORCYCLES

83%

SCOOTERS

12%

MOPEDS
MOPEDS 5%

SCOOTERS

PERCENTAGE

MOTORCYCLES

0%

50%

100%

MARUTI SUZUKIS SALE OF THEIR DIFFERENT MODELS IN 2010-11

0.3

DIFFERENT CARS OF MARUTI SUZUKI

SALES PERCENTAGE

0.25
MARUTI 800 ALTO 10% 12%

0.2

RITZ WAGONR SWIFT

7% 20% 24%

0.15

DIFFERENT CARS OF MARUTI SUZUKI SALES PERCENTAGE

SX4

10%

0.1

DZIRE

17%

0.05

0 1 2 3 4 5 6 7 8

HYUNDAIS SALE OF THEIR DIFFERENT MODELS IN 2010-11

SALES PERCENTAGE
30%
DIFFERENT MODELS OF HYUNDAI SALES PERCENTAGE

SANTRO

18%

25%

I10

25%

20%

I20

20%

15% SALES PERCENTAGE

ACCENT

12%

10%

VERNA

17%

5%

TUCSON

8%

0%

HONDAS SALE OF THEIR DIFFERENT MODELS IN 2010-11

DIFFERENT MODELS OF HONDA

SALES PERCENTAGE

SALES PERCENTAGE
30%

ACCORD

13%

25%

CITY

27%

20%

CIVIC

17%

15% SALES PERCENTAGE

CR-V

10%

10%

JAZZ

18%

5%

BRIO

15%

0%

TOYOTAS SALE OF THEIR DIFFERENT MODELS IN 2010-11

DIFFERENT CARS OF TOYOTA

SALES PERCENTAGE

SALES PERCENTAGE
25%

COROLLA ALTIS

20%

ETIOS

16%

20%

FORTUNER

18%

15%

INNOVA

22%

10%

SALES PERCENTAGE

LAND CRUISER

4%

5%
CAMRY 14%

0%
PRADO 6%

SALES OF DIFFERENT LUXURIOUS CARS IN 2010-11

LUXURIOUS CARS SALES PERCENTAGE

SALES PERCENTAGE
MERCEDES 24%

LAND ROVER

AUDI

20%

JAGUAR

BMW

22%

BENTLEY SALES PERCENTAGE

BENTLEY

08%

BMW

JAGUAR

10%

AUDI

LAND ROVER

16%

MERCEDES

0%

10%

20%

30%

CONCLUSION AND SUGGESTIONS Indias expedition to become a global auto manufacturing hub could be seriously challenged by its inability to uphold its low cost production base. A survey conducted by the research firm reveals that Indian auto component manufacturers are increasingly becoming sceptical about sustaining the low cost base as overheads including labour costs and complex tax regime are constantly rising. The survey said many executive believe that Indias cost advantage is grinding down fast as labour costs are constantly increasing and retaining employees is becoming more and more difficult. Increased presence of global automotive companies in the industry was cited as one of the reasons for the high erosion rate. Indian auto business will only flourish if they boost investment in automation. In the longer term, cost advantage will only be retained if Indian capital can be used to develop low cost automation in manufacturing. This is the way to preserve our low cost.

Global auto majors are also cynical about Indias low cost manufacturing base. Indian taxation remains a big disadvantage. This is not about tax rates, it is just about unnecessary complexity. But some companies also believe that there is scope for reducing the cost of doing business. In spite of this, there are opportunities to exploit lower costs right across the board. Its true that labour costs are definitely increasing but they are still fiver percent of the total operational costs. The labour costs can be further reduced if companies are successful in bringing down other costs like reducing power costs. Low cost base can never last long. The company said Indian industry has till now relied on very labour intensive model but it would have to switch over to a more capital intensive market.

BIBLIOGRAPHY

MARKEETING MANAGEMENT BY PHILIP KOTLER WIKIPEDIA COMPANIES OFFICIAL SITES AUTO INDIA MAGAZINE TOP GEAR MAGAZINE BBC NEWS SITE INSIDETIME.COM