A Project Report On Brand Awarness

BRAND AWARNESS OF
MAHINDRA XYLO IN AN AROUND SILIGURI
FROM KHOKAN MOTORS
SUBMITTED ON PARTIAL FULFILLMENT OF
BACHELOR OF BUSINESS ADMINISTRATION
PREPARED BY
NAME: PRAMIT CHHETRI
ROLL NO: 75/BBA/067149
DATE: 05-06-2010
EXTERNAL GUIDE INTERNAL GUIDE
(ARCHANA DIAZ) (SUVAMAY BHOWMICK)
SUBMITED TO
INFORMATION TECHNOLOGY CENTRE
UNIVERSITY OF NORTH BENGAL
DARJEELING: 734013
DECLARATION
I do hereby declare that this project is submitted by me for partial fulfilment of

the Bachelor of Business Administration, Information Technology Centre, North
Bengal University. The project report is exclusively prepared by me and has not been
submitted to any other Institution or published anywhere before.
DATE:- SIGNATURE:-
I.T. CENTRE, N.B.U

ACKNOWLEDGEMENT
At the very outset, I would like to thank my family whom I owe a much.
I am really grateful to Mrs Archana Diaz ,sales Manager of Khokan Motors for
her guidance to undertake this project and enabling me to turn my dream to reality.
I express my deep sense of gratitude to my internal guide, Mr. Suvamay Bhowmick,

lecturer Information Technology Centre, University of North Bengal for his help and
advice during the preparation of this project.
Finally, I would like to thank all others who directly or indirectly help me to
accomplish my project work..
DATE:- SIGNATURE:-
I.T. CENTRE, N.B.U

PREFACE
Project work is something that every Management student should carry out
seriously at any organization irrespective of their topic they choose to do. This is a part
of complete management study and carrying out such a project work is required by the
examination and evaluation Department of different Universities necessary for the
partial fulfillment of B.B.A. course.
Carrying and completing such a project work is not an easy task. One must be
careful before gathering the data required otherwise the very essence of the project will
get lost in the midway and the real and correct idea will remain unexposed before the
reader.
I took my project in Marketing on Brand awareness of Mahindra Xylo from Khokan

Motors, Siliguri. I had tried to compile the clear picture regarding the level of brand
awareness, measure to increase and retain the brand awareness, and the advertising and
the promotional tools effective for enhancing the awareness level of the potential
customers.
The project has played a significant role in my life in gaining knowledge in marketing
field.
I.T. CENTRE, N.B.U

CONTENTS PAGE NO.
INTRODUCTION
Introduction Of The Project 1-2
Introduction Of The Company 3-10
NEED FOR STUDY 11-12
STATEMENT OF THE PROBLEM 13
OBJECTIVES OF THE STUDY 14-15
THEATRICAL FRAMEWORK 16
SAMPLING/SOURCES/METHODOLOGY 17-20
ANALYSIS 21-33
CONCLUSION 34
FINDINGS 35
SUGGESTION AND RECOMMENDATION 36
BIBLIOGRAPHY 37
APPENDIX 38-40
I.T. CENTRE, N.B.U
INTRODUCTION OF THE PROJECT
The project is undertaken to measure the brand awareness level of Mahindra

Xylo in an around Siliguri, measuring the brand awareness level of a particular
companys brand is of vital importance since it indicates the number of people who are
aware of a particular brand in a given period of time and it also highlights the
effectiveness of the different advertising or promotional tools used for the purpose.
Brand awareness is the consumers ability to recognise or recall (identify)

the brand within a given product category in sufficient detail to make a purchase
decision. This also means that the consumers can propose, recommend, choose, or use
the brand. The objectives of most advertising campaign are to create and maintain
brand preference. The first step is to make potential consumers aware of a brands
existence.
One of the prominent goals of any business should be to build brand image
and awareness of its product, albeit in as cost effective manner as possible. Consumer
tends to make purchasing decision based on peer recommendation and direct
experience, as well traditional advertising methods.
The project aims towards increasing the brand awareness since its one of the
effective tool to effect the final purchase decision and the volume of sales. I had used
the topic to find out or measure the brand awareness level among the customers and the
ways to increase its awareness.
I.T. CENTRE, N.B.U Page 1
Mahindra who has entered the motor industry initially to manufacture general-
purpose utility vehicles, Mahindra & Mahindra (M&M) was first known for assembling
under licence of the iconic Willys Jeep in India. The company later branched out into
manufacture of light commercial vehicles (LCVs) and agriculture tractors, rapidly
growing from being a manufacture of army vehicles and tractors to an automobile major
with a growing global market. At present M&M is the leader in the utility vehicle (UV)
segment in India with its praise worthy products like Scorpio, Bolero, Xylo, Legend etc.
In this project, I went into a search for details regarding the brand awareness of
Mahindra Xylo and its acceptance rate and the promotion effectiveness.
The analysis was done with the help of the data collected through questionnaire
taking the sample size of 50 in an around siliguri. As the brand awareness is directly
associated with promotion strategy taken by the company its effectiveness is evaluated
and the steps to increase the awarness level of the customers are considered.
Therefore I have used various tools and techniques for the purpose of analysis of
the data and have tried to throw a clear light towards the level of brand awareness of
Mahindra Xylo and the measures to increase its awareness and to evaluate the best
media of communication for the purpose.
INTRODUCTION OF THE COMPANY
About Mahindra & Mahindra
Type Public Company
Founded 1945
Headquarters Mumbai, India
Key People Keshub Mahindra (Chairman),
Anand Mahindra (Vice Chairman &

Managing Director)
Industry Automotive farm Equipment
Revenue US$ 10 billion (2009 H1)
Employees 16,000 plus
Website Mahindra.com
Mahindra & Mahindra limited is a part of Mahindra Group, an automotive farm

equipment, financial services, trade and logistics, automotive components, after-market,
I.T and infrastructure conglomerate. The company was set up in 1945 as Mahindra &
Mohammed. Later, after the partition of India, Ghulam Muhammad returned to Pakistan
and became that nations first finance minister. Hence, the name was changed from
Mahindra & Mohammed to Mahindra & Mahindra in 1948.
Initially set up to manufacture general-purpose utility vehicles, Mahindra &

Mahindra (M&M) was first known for assembly under licence of the iconic Willys Jeep
in India. The company later branched out into manufacture of light commercial vehicles
(LCVs) and agriculture tractors, rapidly growing from being a manufacture of army
vehicles and tractors to an automobile major with a growing global market. At present
M&M is the leader in the utility vehicle (UV) segment in India
Business
Mahindra & Mahindra grew from being a maker of army vehicles to a major
automobile and tractor manufacture. It has acquired plants in China and the United
kingdom, and has three assembly plants in the USA. M&M has partnerships with
international companies like Renault SA, France and international Truck and Engine
Corporation, USA.
M&M has a global presence and its products are exported to several countries. Its
global subsidiaries include Mahindra Europe Srl. based in Italy. Mahindra USA Inc,
Mahindra South Africa and Mahindra (China) tractor Co. Ltd.
M&M is one of the leading tractor brands in the world. It is also the largest
manufacturer of tractors in India with sustained market leadership of over 25 years. It
designs, develops, manufactures and markets tractors as well as farm implements.
Mahindra tractors (China ) Co. Ltd. Manufactures tractors for the the growing Chinese
market and is a hub for tractor exports to the USA and other nations. M&M has a 100%
subsidiary, Mahindra USA, which assembles products for the American market.
M&M made its entry into the passenger car segment with the Logan in April 2007
under the Mahindra Renault joint venture. M&M will make its maiden entry into the
heavy trucks segment with Mahindra Navistar, the joint venture with International
Truck, USA.
M&Ms automotive division makes a wide range of vehicles including MUVs,

LCVs and three wheelers. It offers over 20 models including new generation multi-
utility vehicles like Scorpio, and the Bolero .
At the 2008 Delhi Auto Show, Mahindra Executives said the company is pursing
an aggressive product expansion program that would see the launch of several new
platforms and vehicles over the next three years, including an entry- level SUV
designed to seat five passengers and powered by a small turbo diesel engine. True to
their word, Mahindra & Mahindra launched the Mahindra Xylo in January 2009, and as
of june 2009, the Xylo has sold over 15000 models.
The US based Reputation Institute recently ranked Mahindra among the top 10
Indian companioes in its Global 200: The Worlds best Corporate Reputationslist.
Awards:-
1. Bombay Chamber Good Corporate Citizen Award for 2006-07
2. Businessworld FICCI-SEDF Corporate Social Responsibility Award - 2007

3. Deming Prize
4. Japan Quality Medal in 2007
Models:-
Mahindra Bolero
Mahindra Bolero Camper
Mahindra Bolero Inspira
Mahindra Bolero Stinger Concept
Mahindra Scorpio
Mahindra Scorpio Gateway
Mahindra Scorpio First
Mahindra Xylo
Mahindra legend
Mahindra MM550 XD
Mahindra-Renault Logan (in cooperation with Renault)
Mahindra Axe
Mahindra Major
Mahindra Souvenir Concept

Mahindra Commander
Mahindra Grand Vitara
Mahindra DI
Mahindra Cab Chassis
Core Business Activities
Automotive
Farm Equipment
Systech
Financial Services
Information Technology
Infrastructure Development
After-Market
Two-Whellers
Mahindra Partners Division
Speciality Services
Community Initiatives
Mahindra United World College Of India
Mahindra united, a football club based in Mumbai, Maharasthra

Mahindra Foundation
LAUNCHING OF MAHINDRA
XYLO
To build a car that has everything the customers wants, it is essential to

understand what he wants first.
This had been the basic principle behind the Xylo. They started with the
customer. To this end they spent time with car users, across the country, observing their
interaction with cars. We watched how they entered vehicles, what they did inside, what
they looked for. They noted down complaints and identified need gaps.
And then they started building the Xylo from the inside out. This is the first time
in India where passenger compartment was designed well before the exteriors of the
car. Every single learning was incorporated on a wooden buck (a mock car interior with
instrumental panel, steering wheel and seats). This was then tested with car customers
for further feedback and only after integrating every desired feature into interior did we
start with the exterior.
The result was a car that was fluent in form and function. A car that was truly
world class and a car that was in sync with the peoples requirements.
Making the Mahindra Xylo meant challenging the limitations of every car before
it. It meant determining the needs of our consumers and pioneering technologies to
meet those needs. The Mahindra Xylo was meant to be built around you, out of your
needs.
It took 160 engineers to do just that. Engineers that were handpicked from across
the country. Each of them regarded as an expert in their own field of automobile
development. The engineers spent time with customers across the country, observing
their interaction with vehicles. They identified need gaps and invented solutions to fill
in these gaps and the result was Indias first car to be built out. Every need was catered
to, every requirement met and once the interiors were done, the exteriors began.
A lot of research and development has gone into bringing the Mahindra Xylo
from the drawing board to on road. And every manufacturing process has been
optimised to handle this special cars special requirements. Like the body assembly
procedures that are fully automated to ensure incredible levels of accuracy. So you can
be sure that extra thought and effort have gone into making the Mahindra Xylo perfect
in every way.
Mahindra & Mahindra Limited launched their latest Multi Vehicle (MUV)
Xylo in India on January 13,2009. The car boasts of having all the luxurious features
that are seen in todays sedans with the ample space of a utility vehicle. Xylos
muscular stance contributes to its commanding road presence. Fully packed with the
latest features the MUV is sure to impress Indian consumers and provide a stiff
competition to other vehicles within its class.
Performance Of Mahindra Xylo
Under the hood of Mahindra Xylo lies a 4-cylinder turbo charged, mEagle diesel
engine which generates a power of 112bhp@3800 rpm and a peak torque of 24 kgm @
1800-3000 rpm. The powerfull engine is developed on the NEF CRDe platform and is
mated to 5-gears manual transmission. The car accelerates from rest to 60 km/h in just
5.8 seconds.
SPECIFICATION:-
Engine mEagle CRDe mDI CRDe

Fuel Diesel Diesel
Injection Common rail Common rail
Engine capacity (cc) 2498 2498
Power 83.2kW (112 bhp) 69.5kW (95 bhp)
@3800rpm @3600 rpm
Torque 260Nm @1800-3000rpm 220Nm @1400-2600
rpm
Front Brake Disc Disc
Rear Brake Drum Drum
Front Suspension Independent coil spring Independent coil spring
Rear Suspension Multi-link coil spring Multi-link coil spring
Turning radius (m) 5.4 5.4
Tyre size 215/75R15 (381 mm) 205/65R15 (381 mm)
NEED FOR THE STUDY
Today costumers are facing a growing range of choice in the different brands of
products and services. They are making their choice on the basis of their perceptions of
brand, quality service and value.
The company has to adopt strategies to keep brand in consumers memory. A

strong brand awareness means easy acceptance of new products. An organization has to
measure the level of awareness of the potential customers and has to adopt different
strategies to enhance the awareness level and to identify the appropriate promotional
tool.
Brand awareness is asset which brand managers create and enhance to build
brand equity. It is related to the nature and features of product. It leads to brand strength
which is constituted by measuring the variable like leadership, stability, Market,
geographic, trend, support and protection etc
Creating brand awareness with the use of advertising, promotion event

management etc a different brand has different kind of awareness which retains
recognition.
Brand awareness satisfies a need of the consumer. A consumer as aims,

ambitions, motivation drives and desire. Consumer feels more powerful when he uses
the brand. Satisfactions or preference for a brand shows how loyal the consumer is
likely to be brand.
In todays competitive business scenario where every companies product is

competing with each other retaining loyal customer is an essence for which increasing
the level of brand awarness is very vital.
This study is not concerned only with brand awareness but deals also with other facts. It
includes a wide preview of
From where did the potential customers come to know about the product?
Which media is effective in communicating the message to the potential

customers?
Did the potential customers feel that the brand is important to purchase?
Which attribute of the product drive the potential customer to prefer the
particular product.?
Did the potential customers felt that the branded product matches their
expectations?
How the brands influence the market?
What is the effect of the competitors product?
Are the potential customers satisfied with the brand, price, quality etc?
STATEMENT OF THE PROBLEM
In the emerging knowledge based economy it has become necessary to know how
much market power lies with the brand name. The study of brand awareness is essential
in marketing planning. Customer needs and preferences keep changing where brands
ultimately command customers loyalty.
The realistic side of the problem is to know the acceptance level of the brand
awareness towards the product. This study will help us to understand the brand
awareness and what problems are being faced by the consumers, to which appropriate
measures to be taken to solve the problems.
This project has mainly been taken up to understand the brand awareness, buying
motives to ensure the Brand awareness towards Mahindra Xylo apart from this, it is
to understand the new opportunities in the market for the improvement of brand
awareness and sales towards the products
OBJECTIVES OF THE STUDY
The main objective of any business is to acquire larger market share ,or higher
percentage of sales in the Industry, This could be only achieved by building a higher
percentage of brand loyal customers.

Any company can survive through the stiff competition of the market if its has
brand loyal customer. Today many major companies in the market has brand loyal
customers and they adopt many strategies to maintain and improve there branded
equity. Without creating a proper Brand awareness they cannot build brand image.
Strong brands help build the corporate image and also by making it eager for the
companies launch new brands. Today brands are treated, as major enduring assets of a
company-more over brand equity are major contributor to customer equity. This all can
happen only there is proper brand awareness.
The light four wheeler industry has been expanding rapidly are gone the day
when possessing a small and mid-size cars was seen as a luxury. Now days it is viewed
as a mere necessity.
The study has been conducted with the following objectives
in mind:-
To judge the awareness level of the prospect customer.
To know how they are aware regarding the product.
To judge in which way they have developed the awareness.

To judge which promotional tool is effective to increase the awareness
level among the people.
To see whether brand awareness influences the buying behaviour or not.
What factors and variables of brand influence them to purchase.
To know how to maintain and improve brand awareness and to
build brand loyalty.
REVIEW OF LITERATURE
Uvaisuvi KSB, Calicut conducted a study on Brand Awareness, with special
reference to Maruti Ritz at Indus Motors in his study he tried to find out the influence
of Brand Awareness on buying behaviour and through his extensive analysis
concluded that brand awareness has a real and significant influence on the buying
behaviour of the customers.
Madukar N conducted a study on Brand Awareness towards Santro Hyndai

from AYS Hyndai in the city of Visakhapatnam in his study he concluded that the
brand awareness of santro Hyndai was quite high and the brand was facing a tough
competition from other small car industries like Maruti, ford etc.
METHODOLOGY OF THE STUDY

The study is conducted empirically using both primary and secondary data.
Primary data was collected with the help of well structured questionnaire. Around
50 potential customers were surveyed to understand the brand awareness level of
Mahindra Xylo in an around Siliguri.All the persons interviewed were in the age group
above 25 years. It has been deliberately decoded to conduct the survey among this age
group because they are the people who are generally looking ahead for the purchase of a
four-wheeler. Many of these persons interested are either businessmen or professionals;
few of them are corporate managers also.
The secondary data is collected from Mahindras website and by going through
their corporate records, brochures and annual reports of the company along with their
newsletters were used to substantiate the information.
The details about the four-wheeler market are collected from a few specialized
magazines like Auto India etc. to get information regarding the organization and
products.
PRIMARY DATA:-
Primary data has been collected through questionnaires. The questionnaire was
mostly related to the brand awareness towards Mahindra Xylo on different feature such
as the model, price, effectiveness of the brand etc.
SECONDORY DATA:-
Secondary data has been taken from bellow sources:
1. Reports
2. Pamphlets
3. Advertisement
4. Newspapers
5. Internet
SAMPLING:-
The sample of 50 has been chosen randomly from in an around siliguri, the people
residing in an around siliguri are considered as the population for the study.
SAMPLE SIZE:-
The sample size of 50 is selected randomly. The study requires on in depth survey
and keen observation in collecting data regarding the brand awareness levels of
Mahindra Xylo.
SAMPLING TECHINIQUE:-
Only simple random sampling technique is adopted in selection the sample. In
this technique, each and every unit of the population has on equal opportunity of being
selected in the sample
DATA COLLECTION PROCESS:-
Based on need and objectives, types of data required for study and other sources of
data are identified.
Data was collected with the help of the questionnaires

Observation
Primary Data
Questionnaire
Data
Inside the News
Organization Letters
Secondary Documents
Data
Outside the Libraries,

Organization Magazines etc
GRAPHICAL REPRESENTATION OF SURVEY
1)Have you heard about Mahindra Xylo?
SAMPLE SIZE 50
FREQUENCY CALCULATE PERCENTAGE
YES 43 43*100/50 86%
NO 7 7*100/50 14%
Percentage
14%
YES
NO
86%
Analysis:-
The project undertaken to know the brand awareness level of Mahindra Xylo
was conducted in an around siliguri with the sample size of 50 through questionnaire
when the respondent were ask about whether they had heard about Mahindra Xylo or
not 43 people out of 50 responded that they had heard about the product and the rest 7
people had not heard about the product henceforth 86% of people had heard about the
product which means that the product Mahindra Xylo is a well recognised and to some
extent is a popular product among the people.
I.T. CENTRE, N.B.U Page21
2. Where have you heard about it?
SAMPLE SIZE:43

Television 10 10*100/43 23%
Hoardings 15 15*100/43 35%
Newspapers & 8 8*100/43 19%
Magazines
Friends & 5 5*100/43 12%
Relatives
Others 5 5*100/43 12%
Analysis:-
Since out of the total 50 sample chosen only 43people had heard about the
product so therefore this question was analysed taking this 43 people and when this
people were asked about where they had heard about the product 10 out of 43 that is
23% people responded that they came to know about the product through Television,
35% people said they came to know about the product through hoardings, 19% people
respondent that they came to know about the product through newspapers and
magazines and 12 % people through Friends & relatives and the rest 12% through other
sources. Therefore after the analysis it was clear that the majority of people came to
know about the product through Television and hoardings.
3. How often have you heard or seen it?
SAMPLE SIZE:43

Many Times 10 10*100/43 23%
Often 12 12*100/43 28%
Sometimes 16 16*100/43 37%
Others 5 5*100/43 12%
Analysis:-
when the sample was asked about how often have they heard or seen the product
10 out of 43 that is 23% people responded that they have heard about or seen the
product many times 28% people that is 12 out of 43 people said they have often heard
about the product ,16 out of 43 people that is 37% of the total sample respondent that
they have heard or seen the product sometime and 12% that is 5 out of 43 people
responded that they have never heard or seen the product .Therefore after the analysis it
was seen that the majority of people have seen or heard about the product sometimes.
4. Have you done the test drive?
SAMPLE SIZE:43

Yes 3 3*100/43 7%
No 40 40*100/43 93%
Analysis: when the sample was asked about whether they have done the test drive or
not it was found that only 3 people out of 43 that is 7% of the total sample had actually
done the test drive and the rest 40 people or 93% of the people had not test driven
Mahindra Xylo which proved that the people who had taken test drive in an around
siliguri are very less.
5. Did you like this product of Mahindra?
SAMPLE SIZE:43

Yes 26 26*100/43 60%
No 9 9*100/43 21%
Not Sure 8 8*100/43 19%
PERCENTAGE
Yes No
Analysis:-
when the sample was asked about whether they liked the product or not 26
people that is 60% of the total sample replied that they liked the product and 21 %
people said they did not liked the product and 19 % of were not sure regarding their
preference, Henceforth through the analysis it was seen that a sufficient number of
people liked Mahindra Xylo.
6. Do you own a personal car?
SAMPLE SIZE:50

Yes 16 16*100/50 32%
No 34 34*100/50 68%
Analysis:-
The analysis was made taking the whole sample i.e 50 people and when the
sample was asked about whether they own a personal car or not it was found that 32%
of the people that is 16 people out of the sample owned a personal car and the rest 68%
people that is 34 people does not own a car after the analysis done on the basis of the
sample it was found that not a huge number of people owned a personal car.
7. Do you wish to purchase Mahindra Xylo?
SAMPLE SIZE:43

Yes 8 8*100/43 19%
No 15 15*100/43 35%
Not Decided 20 20*100/43 46%
Analysis:-
when the sample was asked about their wish to purchase the product
19% of the total sample that is 8 people replied that they wish to purchase the product,
35% that is 15 people said they do not wish to purchase the product and 46% replied
that they have not decided anything regarding the product, after the analysis we came to
know that the people who wished to purchase the product is very nominal.
8. If no which companies car are you planning to purchase?
SAMPLE SIZE:43
Tata 3 3*100/43 7%
Hyndai 7 7*100/43 16%
Toyota 15 15*100/43 35%
Maruti 5 5*100/43 12%
Others 3 3*100/43 7%
Not Decided 10 10*100/43 23%
Analysis:-
The analysis for this was taken with the help of open ended question and
the people who were surveyed went a long way describing their wishes for different
companies product which included a long list of like Tata, Hyundai, Toyota, Maruti,
and etc and out of the total sample 23% replied that they have not planned to purchase a
car and out of the long list of companies 35% respondent laid their wish or plan to
purchase a product of Toyota, proving that the product of Toyota are pretty much
popular amongst the people in an around siliguri.
9. Why do you want to purchase this brand?

SAMPLE SIZE:43

Mileage 4 4*100/43 9%
Price 3 3*100/43 7%
Comfort 14 14*100/43 33%
Style 10 10*100/43 23%
Others 12 12*100/43 28%
Analysis:-
When the sample was asked why do they want to purchase the brand
Mahindra Xylo or what is the attribute which enforces him or her to make the purchase
decision 32% responded they were driven by the comfort of the product, 23% mention
that the were driven by the style and 28% gave the other reasons and the factors like
price and mileage were highlighted very less by the respondent.
10. Do you know the logo of Mahindra?
SAMPLE SIZE:43

Yes 28 28*100/43 65%
No 7 7*100//43 16%
Not Sure 8 8*100/43 19%
Analysis:-
When the sample was asked whether they know the logo of Mahindra or
not 28 people out of 43 people that is 65% replied that they know the logo of Mahindra
and 16% of the sample that is 5 people said they do not know the logo of Mahindra and
19% were not sure.
11. Can you recall any advertising of Mahindra Xylo.
SAMPLE SIZE:43

Yes 21 21*100/43 49%
No 7 7*100/43 16%
Not Sure 15 15*100/43 35%
Analysis:-
On surveying whether the people can recall any advertising of Mahindra

Xylo it was found that 21 people that is 42% of the total sample can recall the
advertising, 16% that is 7 people could not recall the advertising and 35% replied they
were not sure, henceforth after the analysis it was seen that the advertisement had been
effective and stayed in the memory of most of the people.
12. What is the main think you can recall from that advertising?
SAMPLE SIZE:21

Spacious 8 8*100/21 38%
Interiors 4 4*100/21 19%
Style 3 3*100/21 14%
Comfort 6 6*100/21 29%
Analysis:-
This question was answered by only those respondent who could recall
the advertising of Mahindra Xylo, this included 21 people and after the analysis it was
found that the respondent remembered different variables such as the cars interiors, its
Style, Comfort, glamour, its appearance, its features and many other things.
13. Would you like to recommend this products to others?
SAMPLE SIZE:43

Yes 18 18*100/43 42%
No 2 2*100/43 5%
Not Sure 23 23*100/43 53%
Analysis:-
When the people were asked whether they would recommend this product to
others18 people that is 36% replied they would recommend this product to others, 4%
replied in a negative way , 46% that is 23 people said they were not sure an d14% that
is the remaining 7 people of the sample did not took part in the question.
CONCLUSION
Accomplishing this project on brand awareness was an excellent and knowledge

gaining experience for me. Despite small sample size for questionnaire this project
helped me to know the view of customer and common people towards the brand
awareness of Mahindra Xylo.
Brands are now a central feature of consumer marketing, they are important in building
long-term relationships with the consumer, irrespective of the type of market. Their
importance is now also being recognized in other markets including service and
industrial. Investing in a brand builds consumer confidence and loyalty and allows for
brand stretching. It requires a consistent and long-term strategy. Only a few brands have
emerged as truly global.
In conclusion I would say that the brand (Mahindra Xylo) is quite known to
peoples. Mahindra Xylo has built its brand awareness among a relatively large number
of people in an around siliguri. The customers are aware largely of the product with the
help of Television and Hoardings and the product still has a way to increase its
advertising channels to reach the relatively large number of people. The products
advertising in the hill stations around siliguri is relatively less and also its awareness.
At last I would like to thank my project co-ordinator Mr. Suvamay Bhowmick and the
sales manager for their guidance and support.
I would also like to thank all the people who have been so co-operative through out the
survey.
FINDINGS
The following details can be inferred after analysis with a simple size of 50 which
included customers, by questionnaire method to find out the brand awareness towards
Mahindra Xylo with reference to Khokan Motors.
The awareness level of Mahindra Xylo in an around Siliguri is quite high.

The promotional strategy of Mahindra Xylo is effective in the form of electronic
media and mass media
Most of the customers are aware of advertising campaign that are being conducted
by Mahindra Xylo.
Brand awareness has a real and visible impact in the buying behaviour of the people.
Though the customers are having good awareness levels regarding the product they
are not in a frame of mind to purchase it because of various reasons.
Mahindra Xylo is facing a tough competition from the competitors with the same
kind of products.
The scale of advertising to promote Mahindra Xylo is not satisfactory and has to
implement the various medium to offer advertising of the product.
SUGGESTIONS
Suggestions are done on the basis of finding and analysis of data collected
through questionnaire:-
In order to promote sale in highly competitive auto market attractive schemes

such as cash discount, complementary gift, lucky draws, etc. can be given to the
customers.
Customers should be contacted at a regular interval through phone calls and free
servicing of the cars to ask them if they are facing any problems with the car as
because post sale with the customers may be very important to maintain
customers satisfaction.
Advertising plays a very important role n increasing the awareness and in

reminding the customer about the products and services offered by Mahindra
Xylo. Hence advertisement about the firm and its products and services must be
aired on local T.V channels as well as in newspapers and magazines.
Since the people tends to forget the advertising of a particular product a reminder
message has to be enforced in a regular interval and in a proper media which
would reach a large number of potential customers.
As from the inference we can see that the most important criteria for selection of
the car is its performance which includes price, mileage, speed, braking
efficiency, maintenance, etc. There would be definite increase in the sale of the
car if this point would be looked into and improved.

Bibliography
Some of the website and magazines referred by me to complete this project.
Websites:-
www.mahindra.com
www.scribd.com
www.questionpro.com
www.google.com
Magazines:-
Companies Brochures & Manuals.
Magazines
Overdrive
Business Today
Books:-
Marketing Research - G.C Beri
Marketing Management- Philip Kotler
Marketing Management- V.S Ramaswamy & S. Namakumari

QUESTIONAIRE ON
BRAND AWARNESS OF MAHINDRA XYLO
I, the student of I.T. Centre, North Bengal University, am conducting brief

survey to find out the brand awareness level of Mahindra Xylo. I would be highly
grateful to you if you would provide your genuine response by putting a tick mark in a
relevant box.
I sincerely thank you for your humble co-operation.
Student
I.T.Centre,
N.B.U.
1)Have you heard about Mahindra Xylo?
Yes No
2)Where have you heard about it?
Television Hoardings Newspapers & Magazines
Friends & Relatives Other
3)How often have you heard or seen it?
Many Times Often Sometimes Never
4)Have you done the test drive?

Yes No
5)Did you like this product of Mahindra?
Yes No Not Sure
6)Do you own a personal car?
Yes No
7) Do you wish to purchase Mahindra Xylo?
Yes No Not decided
8)If no than which companies car are you planning to purchase?
---------------------------------------------.
9)Why do you want to purchase this brand?
Mileage Price Comfort Style Others
10)Do you know the logo of Mahindra?

Yes No Not Sure
11)Can you recall any advertising of Mahindra Xylo?
Yes No Not Sure
12)What is the main think you can recall from that advertising?
------------------------------.
13)Would you like to recommend this products to others?
Yes No Not Sure
14) Personal Information:-
Name:-
Age:-
Above 60
40-50
30-40
Below 30
Sex:-Male Female
Annual Income:-Above 15 lakh
10-15 lakh
5-10 lakh
Below 5 lakh
Address:-....................................................................................................................
........................................................................................................................................
..........................................................................

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BRAND AWARNESS OF

MAHINDRA XYLO IN AN AROUND SILIGURI

FROM KHOKAN MOTORS

SUBMITTED ON PARTIAL FULFILLMENT OF

BACHELOR OF BUSINESS ADMINISTRATION

NAME: PRAMIT CHHETRI

ROLL NO: 75/BBA/067149

EXTERNAL GUIDE INTERNAL GUIDE

(ARCHANA DIAZ) (SUVAMAY BHOWMICK)

INFORMATION TECHNOLOGY CENTRE

UNIVERSITY OF NORTH BENGAL

I do hereby declare that this project is submitted by me for partial fulfilment of

I.T. CENTRE, N.B.U

I express my deep sense of gratitude to my internal guide, Mr. Suvamay Bhowmick,

I.T. CENTRE, N.B.U

I took my project in Marketing on Brand awareness of Mahindra Xylo from Khokan

I.T. CENTRE, N.B.U

Introduction Of The Project 1-2

Introduction Of The Company 3-10

NEED FOR STUDY 11-12

STATEMENT OF THE PROBLEM 13

OBJECTIVES OF THE STUDY 14-15

SUGGESTION AND RECOMMENDATION 36

INTRODUCTION OF THE PROJECT

The project is undertaken to measure the brand awareness level of Mahindra

Brand awareness is the consumers ability to recognise or recall (identify)

INTRODUCTION OF THE COMPANY

About Mahindra & Mahindra

Type Public Company

Headquarters Mumbai, India

Key People Keshub Mahindra (Chairman),

Anand Mahindra (Vice Chairman &

Industry Automotive farm Equipment

Revenue US$ 10 billion (2009 H1)

Employees 16,000 plus

Mahindra & Mahindra limited is a part of Mahindra Group, an automotive farm

I.T. CENTRE, N.B.U Page 3

Initially set up to manufacture general-purpose utility vehicles, Mahindra &

I.T. CENTRE, N.B.U Page 4

M&Ms automotive division makes a wide range of vehicles including MUVs,

1. Bombay Chamber Good Corporate Citizen Award for 2006-07

2. Businessworld FICCI-SEDF Corporate Social Responsibility Award - 2007

4. Japan Quality Medal in 2007

I.T. CENTRE, N.B.U Page 5

Mahindra Bolero Camper

Mahindra Bolero Inspira

Mahindra Bolero Stinger Concept

Mahindra Scorpio Gateway

Mahindra Scorpio First

Mahindra-Renault Logan (in cooperation with Renault)

Mahindra Souvenir Concept

Mahindra Grand Vitara

Mahindra Cab Chassis

I.T. CENTRE, N.B.U Page 6

Core Business Activities

Mahindra Partners Division

Mahindra United World College Of India

Mahindra united, a football club based in Mumbai, Maharasthra

I.T. CENTRE, N.B.U Page 7