A

COMPARATIVE STUDY OF ENDEAVOUR BRAND OF FORD WITH THE OTHER SUVS WITH REGARD TO FEATURES AND PERFORMANCE

SUBMITED FOR THE APPROVAL FOR COUDUCT OF FIELDRESEARCH PROJECT FOR PARTIAL FULLFILLMENT OF THE MASTER OF BUSINESS ADMINISTRATION DEGREE FROM UTTER PRADESH TECHNICAL UNIVERSITY

UNDER KIND GUIDANCE OF : MR.ANIL CHAUHAN

SUBMITTED BY: SUGANDH KR. UPADHYAY MBA IV SEM. ROLL. NO.0701670103

SUBMITTED BY: RAKSHPAL BAHADUR MANAGEMENT INSTIUTE BAREILLY

DECLARATION
I hereby state that this project submitted in partial fulfillment of requirement for the MBA program of RAKSHPAL BAHADUR MANAGEMENT INSTITUTE, BAREILLY is an original research work carried out by me under the guidance and supervision by MR.ANIL KS.CHAUHAN, Lecturer Bareilly and that the thesis or any part of it has not been previously submitted.

Sugandh Kr.Upadhyay MBA 3RD SEM ROLL NO.0701670103

ACKNOWLEDGMENT

The Research report A COMPARATIVE STUDY OF ENDAVOUR BRAND OF FORD WITH THE OTHER SUVS WITH REGARD TO FEATURES AND PERFORMANCE is my professional experience in marketing sector that enriched my knowledge about the marketing sector. Inspiration, motivation and encouragement are some essential ingredients for a research report to be undertaken. The numbers of people who have influenced, supported and guided me through this project are numerous to mention, but some merit special attention. I would like to take this opportunity to express my gratitude towards Mr.Anil ks.Chauhan, lecturer RAKSHPAL BAHADUR MANAGEMENT INSTITUTE, BAREILLY for giving me an opportunity to work as a sincere student. I would also like to thank all the respondents of questionnaire for their cooperation.

Sugandh Kr.Upadhyay MBA 3RD SEM ROLLNO.0701670103

PREFACE
FORD is one of the famous brands in the world. Henry ford was the founder of the company. Today company has its significant market share. There are so many models of ford in the market. Sudden u-tern vehicle (suv) is one of the attracting and titanic model of ford. There are other suvs in the market of other companies. Ford Endeavour is a sign of comfort and power. In this project my focus is on tracking down the changing requirements, prefaces, needs of the customers and their changing perspective on the suvs.

Contents

 Introduction Objective of study Research methodology Analysis and interpretation Findings Suggestion Conclusion Annexure Bibliography

INTRODUCTION

Indian Automobile Industry

The high growth in the Indian economy has resulted in many foreign car manufacturers entering the Indian market. Rolls Royce, Bentley and Maybach are examples of the few high end automobile manufacturers to enter India in the recent years. Chennai is the automobile capital in India. It has a lot of foreign direct investment in automobile industry. Chennai is often called as the 'Detroit of Asia There were only a few handful of cars in the Indian market in the 1980s. Most of these were outdated models like Hindustan Motors' Ambassador (which is still produced and sold). The only car with the latest technology then was the Maruti 800. It became very popular because of the low price, high fuel efficiency and good reliability. Since then the market has grown with over 20 manufacturers and hundreds of models and variants. The Maruti 800 is at the lower end of the price range costing approx US $5,000 and Bugatti Veyron at the other with a price tag of over 2 Million US dollars. The Indian automobile industry has matured over the years and is now highly comptetitive with major Japanese, Korean, European and Indian companies all holding significant market shares.[1] In addition to foreign models like the Hyundai Santro and the Ford Escort various indigenous cars like the Tata

Indica and the Mahindra & Mahindra SUV, the Scorpio are also popular. These cars exported to the markets worldwide. An electric car is also manufactured by a local company, REVA. Tata Motors plans to produce the world's first air powered in partnership with MDI of France. The passenger vehicle sales in India crossed the one million mark in 2005. This segment grows at 1015% annually. Around 85% of the cars sold in India are financed as against the global average of 70%. In neighbouring China,only 15-20% vehicles are financed. There are only three cars in India for 1000 people as compared to the other extreme 500 cars for 1000 people in the United States. Goldman Sachs has predicted that India will have the maximum number of cars on the planet by 2050 overtaking the United States.

A History of the Ford Motor Co.

1863 Birth of Henry Ford 1896 Runs Quadricycle experimental car on Detroit streets ADVERTISEMENT 1899 Persuades investors to underwrite Detroit Auto Co., quits Detroit Edison; venture fails 1901 Jobless, moves his wife and son back into his father's home on Grand Boulevard in Detroit; Ford, driving own car, beats Alexander Winton in automobile race, attracts investors who form Henry Ford Co. 1902 Ford withdraws, company becomes Cadillac 1903 Ford Motor Co. founded by Malcomson group; Model A produced in rented Mack Ave. plant 1904 Company builds Piquette Ave. plant at corner of Beaubien; still standing and being restored; Ford of Canada chartered in Windsor, Ontario 1906 Ford overtakes Olds, Buick and Cadillac combined to become No.1 auto maker in U.S., Henry Ford becomes company president and majority owner 1908 Introduction of legendary Ford Model T 1909 Offer from Billy Durant to buy out Ford and fold it into nascent General Motors fails when NY bankers won't provide the cash up front Henry demands 1910 Highland Park plant opens, assembly of Model T transferred from Piquette, which closes

1911 First overseas assembly plant in Manchester, England; Ford wins Selden patent suit 1913 Moving assembly line inaugurated at Highland Park 1914 Announcement of $5 workday at Ford 1915 Purchase of land for Rouge plant in Dearborn; 1-millionth Ford built 1918 Henry Ford loses Senate race as Democrat 1919 Henry Ford buys out minority stockholders 1921 5-millionth Ford built 1922 Ford Motor Co. acquires Lincoln Motor Co. 1925 First pickup introduced; Ford of Germany established 1927 Model T production ends with 15-millionth built; Model A introduced after 6-month shutdown for retooling 1932 Introduction of Ford V-8 and English Ford Model Y 1933 Ford falls to third place behind GM and Chrysler 1935 Lincoln-Zephyr introduced, 1st medium-priced Ford 1937 25-Millionth Ford built 1938 '39 Mercury introduced as 2nd medium-price entry 1939 Edsel Ford impresses friends with custom-built Lincoln-Zephyr Continental, production begins 1941 War production begins with quarter-ton GPs at Dearborn and B-24 bombers at Willow Run (8,485 are built by war's end in 1945); First UAW contract signed 1943 Death of Edsel Ford, Henry Ford elected president, Henry Ford II released from Navy to help run company 1945 Civilian production resumes, Henry Ford II elected president 1946 Henry Ford II begins restructuring company with former GM executives under Ernest Breech, Whiz Kids from Army Air Corps and college graduate trainees 1947 Death of Henry Ford 1948 Introduction of 1949-models, company's first all-new post-war cars 1950 Ford overtakes Chrysler to regain 2nd place 1954 Introduction of '55 Thunderbird 1955 Introduction of '56 Continental Mark II

1956 Sale of Ford Motor Co. common stock begins; new Central Office Building opened (later World Headquarters and now Henry Ford II World Center) in Dearborn 1957 Introduction of '58 Edsel 1958 Late introduction of 4-seat '58 Thunderbird 1959 50-millionth car, a Ford Galaxie; Edsel discontinued 1960 Introduction of '60 1/2 Mercury Comet luxury compact, '61 Econoline compact truck; Henry Ford II elected chairman of the board, replacing retiring Breech, Robert McNamara becomes president but resigns to join Kennedy Administration as Secretary of Defense 1962 intermediate Ford Fairlane and Mercury Meteor introduced; Ford acquires Philco Corp. 1964 Introduction of Mustang pony car 1965 Introduction of Ford Transit van in Europe, first transnational European design; Introduction of '66 Bronco in U.S., first Ford sport/utility vehicle 1967 Ford of Europe formed 1968 Semon Knudsen hired from General Motors as president 1969 Company reorganized with Henry Ford II as chairman, Lee Iacocca as president of Ford North America Automotive Operations 1970 Formation of Ford Motor Land Development Co.; Introduction of sub-compact '71 Ford Pinto; Lee Iacocca becomes president 1972 Henry Ford II announces plan for Renaissance Center on Detroit waterfront 1973 Introduction of downsized '74 Mustang II 1976 Introduction of sub-compact front-wheel-drive (FWD) Ford Fiesta in Europe 1977 Introduction of Fox chassis compact cars 1978 Introduction of Panther chassis large body-on-frame cars, still basis of Ford Crown Victoria, Mercury Grand Marquis and Lincoln Town Car; Phillip Caldwell named president, replacing Lee Iacocca, fired by Henry Ford II; 150-millionth Ford vehicle worldwide is built 1979 Henry Ford II retires as CEO, succeeded by Phillip Caldwell; Ford obtains initial 25% interest in Toyo Kogyo of Japan, later renamed Mazda 1980 Phillip Caldwell named board chairman and CEO with Donald Petersen as president and chief operating officer; Introduction of '81-model Ford Escort world car 1982 Introduction of '83 Ranger compact pickup; Henry Ford II retires as company officer and employee; Introduction of first jelly-bean styled cars, 83 Thunderbird and Mercury Cougar

1985 Donald Petersen succeeds Caldwell as chairman and Harold Poling elected president; Introduction of FWD midsize '86 Ford Taurus and Mercury Sable 1987 Death of Henry Ford II; Introduction of '88 Lincoln Continental; Hertz Corp. acquired by Ford and a partnership 1988 Edsel Ford II and William Clay Ford Jr. join William Clay Ford as family members on board of directors 1989 Ford sells Rouge steel, acquires financial service company The Associates and Jaguar Cars 1990 Harold Poling succeeds Petersen as chairman and Philip Benton Jr. elected president; Introduction of '91 Ford Explorer SUV 1992 Introduction of Mercury Villager minivan, joint venture with Nissan 1993 Introduction in Europe of Ford Mondeo world car; Alex Trotman succeeds Poling as chairman and CEO 1994 Introduction of '94 Ford Windstar minivan 1996 250-millionth Ford vehicle built 1997 Ford sells heavy-truck business to Freightliner; Introduction of Lincoln Navigator SUV; 1998 Lincoln-Mercury headquarters moved to Irvine, CA; Edsel Ford II resigns as president of Ford Credit; Introduction in Europe of Focus compact car 1999 Bill Ford Jr. becomes chairman, replacing retiring Trotman, and Jacques Nasser becomes president and CEO; Acquisition of Volvo Cars and TH!NK electric car 2000 Introduction of Lincoln LS and Jaguar S-Type models; Acquisition of Land Rover from BMW; Visteon Corp. parts-making organization spun off 2001 Nasser resigns as president, replaced by Nick Scheele; Bill Ford Jr. assumes active management role as CEO, fourth generation of the founding Ford family; Introduction of retro 2-seat Ford Thunderbird 2002 New design unveiled for '04 Mustang, the last surviving pony car 2003 F-150 redesigned; Rouge plant overhaul nears completion en route to 2004 startup with multi-platform capability

MAJOR COMPTITORS OF FORD ENDEAVOUR

1-Mahindra Scorpio 2-Mitsubishi Pajero Mahindra Scorpio major features Scorpio is the flagship product from Mahindra & Mahindra that has also been successfully accepted in international markets. The car bridges the gap between style and adventure, luxury and ruggedness, and performance and economy. It has strong engine along with good looks and sophisticated interior design. Mahindra Scorpio is fitted with SZ 2600 plus DI diesel engine that gives 109 bhp of power with a great torque of 26 kgm. The 0-60 speed could be reached within 9 seconds. The petrol version of the vehicle has 116 bhp engines from Renault that reaches 0-60 in just under 8 seconds.

Striking features

CRDe Engine 5-zone cushion suspension

Tower tail lamps Middle row sliding seats (only in 8 seater) Tiltable steering Tubeless tyres New spaces for storage on centre bezel, IP and console

Model variants

Turbo 2.6 Turbo 2.6DX Sportz Turbo 2.6SLX

Colour variants

Nobel Black Diamond White Coral Blue/ Warm Grey Engine Silver

Technical Specifications of Mahindra Scorpio

Dimensions & Weights

Overall length, mm 4495 (with open footstep) Overall width, mm 1817 (excluding outside mirrors) Overall height, mm 1975 Wheel base, mm Turning Circle 2680 5.6 m for 2 WD Fuel Tank Capacity 60 ltrs

Radius Max. GVW 2510 kg for 2 WD,2610 kg for 4 WD Type SZ CRDe4 stroke, Turbo-charged, Intercooled, DI,Common Rail Diesel Engine. 2609 cc

Engine
Type Cubic Capacity

Max. Gross Power 115 bhp (85 kW) at 3800 rpm Max. Gross Torque 28.3 kgm at 1700-2200 rpm

Suspensions
Front Rear Brakes Front Brakes Rear Brakes Disc and Caliper Type, Twinpot & Tandem Booster Drum Type Rim Size 6J x 15 P 215 / 75 R 15 Radial 5 Speed Manual P 235/70 R16,Tubeless 2 WD Independent, Coil Spring, Anti Roll Bar,4 WD Independent, Torsion Bar Multilink, Coil Spring

Wheels & Tyres

Wheels Tyres

Gear Box
Gear Box

Tyres
Tyres

FORD ENDEAVOUR MAJOR FEATURES

Endeavour hit the Indian roads in 2003. A product of Ford India, the automobile offers its consumers the complete satisfaction of riding in a luxury SUV. The versatile 7-seater Endeavour has a commanding road presence. It flaunts a spacious cabin and offers world-class comfort to its passengers. With a cutting-edge theft protection system and advanced active and passive features, Ford Endeavour proves to be a safe haven for the people riding in it. All these make the SUV a worthwhile investment.

Engine
rpm and maximum torque of 285 Nm @ 2000 rpm. Endeavour is available in both, two-wheel (2WD) and four-wheel drives (4WD). The 2WD is perfectly suitable for driving on city roads and highways, whereas the 4WD is designed to At the heart of Ford Endeavour lies a 2.5 L turbocharged diesel engine, which churns out a power of 114 PS @ 3500 offer a comfortable ride on rugged terrain.

DESIGN AND COMFORT

The sporty stance of Ford Endeavour is enhanced by an aggressive fascia, with a huge bonnet, multireflector headlamps and a big front grille. Mud flaps and a fashionable roof rail are other elements contributing to the appeal of its exteriors. Silver sides-steps further accentuate the well-built quality of Endeavour's imposing design. The seven-seater vehicle has three rows of seats, offering equal comfort for all its occupants.

INTERIOR

The interiors of Ford Endeavour are roomy and elegant, sporting luxurious leather upholstery. The instrument cluster is very trendy. Endeavour comes equipped with an in-car DVD system, with roofmounted screen and an audio system incorporating six-stack CD changer and MP3 player. All the three rows have AC ducts, which enables the rear seat passengers to set the temperature as per their convenience. The fifth door mirror of Endeavour becomes very useful while parking or reversing.

RIDE AND HANDLING

The huge tyres and rigid chassis of Ford Endeavour absorb all the bumps that take place during the course of driving. Handling is reasonably well, especially when the vehicle takes tight corners. Its steering wheels are power assisted and offer great responsiveness.

SAFETY

Ford Endeavour is fully loaded with advanced safety features, which include dual airbags for driver and co-driver, individual seat belts in all the seating positions, Anti-Lock Braking System (ABS), sidedoor intrusion beams, collapsible steering column, childproof rear door locks and fuel tank shields. Apart from this, the car also features Passive Anti-Theft System (PATS), which prevents the engine from being started with an incorrectly coded key, by automatically cutting off the supply of fuel to the fuel injection system after two seconds. VARIENTS,PRICE&COLOUR

Ford Endeavour is available in three variants - TDCi, 4x2 (Diesel) and 4x4 (Diesel). It comes in a wide range of dazzling colors, such as Brush Steel, Mystic Wine, Panther Black, Diamond White and Jeans Blue. The price of this SUV ranges from Rs. 14.70 lakh to Rs. 15.62 lakh.

Technical Specifications of Ford Endeavour

Overview Model Body Type Number Of Doors Seating Capacity Fuel Capacity Ford Endeavour SUV 5 7 71 Litres

Dimensions
Length Width Height Wheelbase Ground Clearance Minimum Turning Radius 4998 mm 1789 mm 1836 mm 2860 mm 210 mm 6.2 m

Weight
Kerb Weight 1875 kg

Engine
Type Number Of Cylinders Displacement Transmission Max. Power Max. Torque 2.5 Litre TDCi with Variable Geometry Turbocharger (VGT) 4 2499 cc Manual 114 PS @ 3500 rpm 285 Nm @ 2000 rpm

Suspension
Front Suspension Rear Suspension Independent double wishbone with torsion bar spring & stabilizer bar Progressive linear rate leaf springs with low friction pads

Brake
Front Rear Steering Type Tyre Size Ventilated Disc Self Adjusting Drum Rack & Pinion, Power Assisted 205/55 R16

MITSUBISHI PAJERO MAJOR FEATURES:

Pajero can make the difference in all situations, either be it in a casual drive down the highway or a cross country ride though roughest terrain. It delivers and assures a comfy ride and wonderful experience.

SILEANT FEATURES: Exterior:

Headlamp cluster Inter cooler vent Power antenna Chromed outer door handles Unique dual tone paint scheme Bold pajero graphics Trendy six spoke alloy wheels

Interior:

Sporty cockpit Door pads with leather inserts Chromed inner door handles Wood print panels Multimeter Drive selection and parking brake levers Leather wrapped gear

To increase comfortableness, this car is equipped with Tilt adjusatble power steering, Extendable sun visor, Electric mirror controls, Power windows, Air conditioning with 2nd and 3rd row ducts, Tuner MP3 CD player, Console box, Magazine holders, rear cup holders and Glove box.

Colors:

There are seven colors available in it, they are:

Carbon Navy Graphite Flame Granite Limestone Deep purple

Safety features

To provide a solid defense safety features, Mitsubishi pajero is backed by some safety features like:

Front dual air bags Anti lock braking system 3-point ELR seat belts Side impact bars Extra-strong body construction Mutimeter Disc brakes Anti trapping power windows Height adjustable front seat belts

TECHNICAL SPECIFICATIONS OF MITSUBISHI PAJERO ENGINE

Type Displacement(cc) Max. Power (PS / rpm) Max. Torque (kgm / rpm Bore * Stroke 2.8 Litre 8 value SOHC Turbocharged intercooled Diesel 3835 cc 118.6 (87.2) @ 4000 rpm 29.8 (292) @ 200 rpm 95.0 mm*100.0 mm 150 km/hr 5.9 m 35.0 degrees 40.5 degrees 23.5 degrees

PERFORMANCE
Max. Speed Min. Turning Radius Maximum climbing ability Approach angle Ramp breakover angle

TRANSMISSION

Type

5-speed manual

FUEL SYSTEM
Fuel Supply System Fuel Tank Capacity Injection pump 92 litres Double wishbone torsion bar with stabilizer bar 3 link coil spring rigid axel with stabiliser bar 15" Ventilated discs 15" Drum in disc 265/70 R 15 112S Tubeless 15" x 7.00 JJ alloy wheel 4755 mm 1775 mm 1900 mm 2725 1465 mm 1480 mm

SUSPENSION
Front Rear

BRAKES
Front Rear

TYRES
Tyres Wheels

DIMENSIONS
Overall Length (mm) Overall Width (mm) Overall Height (mm) Wheelbase (mm) Track (Front) (Rear)

SCORPIO FEATURES

Mahindra Scorpio's design has been an eye-catcher among SUVs and has bagged many an award for its styling. Designed completely in-house by Mahindra, it has been one of the major success stories in India. Scorpio's interiors look quite modern with a nicely rounded and organic-looking dashboard with large buttons and knobs. The front seats are pretty comfortable and offer the best lower back support. The Scorpio's chassis is extremely rigid and stiff and you don't get any rattles. The suspension is very supple and in city traffic or at low speeds, it glides over the road, the soft suspension working noiselessly to filter out the bumps. Even on rough or bad road, at least when driven at low speeds, the suspension copes pretty well. The steering and other controls are pretty light, which makes it o easy to drive in town. Mahindra has been working on the Scorpio almost constantly and has now launched VLX model with m-Hawk engine that makes use of 2nd generation Bosch common rail injection system with solenoid injectors. The 4 cylinder, m-Hawk features VGT develops 290 Nm of torque in a wide range of 1600-2800rpm. The VGT will help to eliminate turbo lag. It develops 120bhp and can reach 60kmph from zero in just 5.7 seconds. All this is possible because the light weight m Hawk engine, with its all-aluminum cylinder heads is tuned for power. Turbochargers feed concentrated gusts of wind into a Variable Geometry Turbine, a simple yet cunning device that partially closes to trap the air inside at high pressures. This generates tremendous torque even at low speeds. A decrease in gross weight, coupled with a reduction in base engine friction, ensures that parasitic losses of power are seriously lowered and acceleration gets even better. The sporty bonnet scoop provides a direct passage for air to rush into the mHawks top-mounted intercooler. The intercooler, in turn, directs this air into passages to optimize engine cooling.

The reduced mass of the m-Hawk will also help in improvement of dynamics, the m-Hawk engine is built from aluminium alloy and hence it is 60kg lighter than the current 2.6L CRDe engine. Other than the m-Hawk engine, mahindra has refreshed the interiors of the scorpio. VLX comes with ABS, Cruise control, Headlight sensor, Wiper sensor, Reverse parking sensor, Stereo controls on steering wheel, smart alloy wheels and working bonnet scoop but its surprising to see that there are no airbags . The advanced Intellipark system allows you to keep a look out for anything happening behind you without having to turn your head. Moreover, reversing ultrasonic sensors in the rear help you judge the distance between the vehicle and anything in its way. A sophisticated warning system allows you to judge the location of any obstacle in the rear view mirror. There is also tyre pressure monitoring system which tells you the exact air pressure and temperature of each tyre. The sensors located in each tyre monitor pressure and temperature and any unwanted changes in either will immediately flash on the instrument cluster, ensuring a smooth and enjoyable driving experience.

There are certain design weaknesses, especially at the rear where it looks relatively boxy, as well as the upright stance and the third row is also cramped and tall passengers are also short on headroom. Also the small central console controls and buttons are often inaccessible while driving the car. Air con vents in between the front seats are effective cooling for rear passengers. Overall, this model sounds great with path breaking technology and user-friendly, modern features; V-series is a clear validation of Mahindra's customer-centric approach to business.

Ford Motor Company is an American multinational corporation and the world's third largest automaker based on vehicle sales in 2005. Based in Dearborn, Michigan, a suburb of Metro Detroit, the automaker was founded by Henry Ford and incorporated in 1903. Ford now encompasses many global brands, including Lincoln and Mercury of the US, Jaguar, Aston Martin and Land Rover of Great Britain, and Volvo of Sweden. Ford also owns a one-third controlling interest in Mazda. Ford has also been one of the world's ten largest corporations by revenue and in 1999 ranked as one of the world's most profitable corporations. However, in recent years, it has not fared as well and has not gained market share in North America since 1995.[3] Ford introduced methods for large-scale manufacturing of cars and large-scale management of an industrial workforce, especially elaborately engineered manufacturing sequences typified by moving assembly lines. Henry Ford's combination of highly efficient factories, highly paid workers, and low prices revolutionized manufacturing and came to be known around the world as Fordism by 1914.

Fords Journey to India

The very first mass produced vehicle was the model T.built in 1908, in Ford plants around the world. Ever since the company has been coming out with models with breakthrough technology. Now the company stands tall among all automobile manufacturers and now houses some of the worlds most favourite brands of cars. If there is anything thats made this possible its Fords Can Do philosophy. The philosophy that triggered Fords growth worldwide. In India, this is reflected in the companys sprawling, 350 acre manufacturing plant in Maramalai Nagar near Chennai.A project that has been set up with a investment of Rs.1700 crore. Ford India Limited is a subsidiary of Ford Motor Company, currently Ford has a 78% stake, which is going up to 92% soon. The Maraimalai Nagar Plant of Ford India Limited, located roughly 45k.m.from Chennai, provides employment to over 20000 people. The plant has the capacity to manufacture 1,00,000 vehicles per annum, equipped with state-of-the-art

vehicle manufacturing technology from Ford. Presently offering seven different models, Ford India Limited (FIL) is catching up fast with the Indian consumer. Looks like FIL is all set to conquer the Indian market like rest of the world. Ford came to India in 1998 with its Ford Escort model, which was later replaced by locally produced Ford Ikon in 2001. It has since added Fusion, Fiesta, Mondeo and Endeavour to its product line.

FORD ENDEAVOUR

Endeavour Comfort & Convenience

While the exterior is built to brave the elements, the interior offers you extraordinary comforts. It is an exceptionally well-equipped vehicle with many small "surprise and delight" features, which illustrate a thoughtful approach to the interior design. Power train Endeavour is available in both 2-wheel and 4-wheel drives and is powered by the 2.5L inter-cooled turbo diesel engine that delivers a "fun to drive" experience because of its added power and torque from the turbocharger

FORD INDIA - Endeavour 2.5L XLT 4x2

On road prices *
Registration City Ex-Showroom & Service Charges (Individual) Registration & Service Charges (Company) Comprehensive Insurance Total (Individual) Total (Company)

Bangalore Delhi Mumbai Pune Vashi

1,372,002 1,290,054 1,468,000 1,385,701 1,427,000

186,105 N.A. 112,760 59,228 109,890

N.A. N.A. 318,280 170,084 309,670

50,320 N.A. 55,081 51,088 52,101

1,608,427 1,290,054 1,635,841 1,496,017 1,588,991

1,422,322 1,290,054 1,841,361 1,606,873 1,788,771

FORD INDIA - Endeavour 2.5L XLT 4x4

On road prices *
Registration City Ex-Showroom & Service Charges (Individual) Registration & Service Charges (Company) Comprehensive Insurance Total (Individual) Total (Company)

Bangalore Delhi Mumbai Pune Vashi

1,462,002 1,399,032 1,562,600 1,475,110 1,517,000

197,985 N.A. 119,382 62,805 116,190

N.A. N.A. 338,146 180,813 328,570

53,561 N.A. 58,551 54,308 55,310

1,713,548 1,399,032 1,740,533 1,592,223 1,688,500

1,515,563 1,399,032 1,959,297 1,710,231 1,900,880

Ford Endeavour continues to lead the market in premium SUV segment

Ford India retained its dominance in the Indian SUV segment with its premium SUV Endeavour recording the highest sales in October 2008 in comparison to competition, capturing a market share of 27.65%. Mr Nigel Wark, executive director, Marketing, Sales & Service, Ford India, commented on the impressive performance, The Endeavour has been the market leader since its launch. In fact in the recent months, the sales of Endeavour have witnessed growth better than the growth of the overallsegment. The Ford Endeavour offers unmatched torque, performance and fuel efficiency with class-leading driving qualities and comfort, making it the most preferred SUV in India. Endeavour is the only vehicle in its segment that has crossed the 200 mark during September and October our month on month leadership in the segment is testimony to the consumer confidence in the vehicle,Waradded. Earlier in September, Ford India brought in the festive season with the Navi Gear-enhanced Endeavour that includes new high tech GPS Navigation system, in-car chiller cum warmer and a 5th door convex mirror. The company sold an impressive number of Endeavour's with Navi Gear during the two month campaign, amounting to one-third of the total sales registered for the period.

According to the sales statistics made available by SIAM the Ford Endeavour has been the market leader in terms of cumulative sales of SUVs in 2008. Endeavour has recorded sales of 3007 units from JanuaryOctober 2008, significantly more than any other manufacturer in the segment. The Ford Endeavour is available in 3 different variants the 3.0 Litre 4x4 Thunder+, 2.5 Litre 4x2 Limited Edition and 2.5 Litre 4x2 XLT.

COMPANY PROFILE

Slogan : Bold Moves, They Happen

Ford Motor Company is an American multinational corporation and the world's third largest automaker based on vehicle sales in 2005. Based in Dearborn, Michigan, a suburb of Metro Detroit, the automaker was founded by Henry Ford and incorporated in 1903. Ford now encompasses many global brands, including Lincoln and Mercury of the US, Jaguar, Aston Martin and Land Rover of Great Britain, and Volvo of Sweden. Ford also owns a one-third controlling interest in Mazda. Ford has also been one of the world's ten largest corporations by revenue and in 1999 ranked as one of the world's most profitable corporations. However, in recent years, it has not fared as well and has not gained market share in North America since 1995.[3] Ford introduced methods for large-scale manufacturing of cars and large-scale management of an industrial workforce, especially elaborately engineered manufacturing sequences typified by moving assembly lines. Henry Ford's combination of highly efficient factories, highly paid workers, and low prices revolutionized manufacturing and came to be known around the world as Fordism by 1914.

Fords Journey to India

The very first mass produced vehicle was the model T.built in 1908, in Ford plants around the world. Ever since the company has been coming out with models with breakthrough technology. Now the company stands tall among all automobile manufacturers and now houses some of the worlds most favourite brands of cars. If there is anything thats made this possible its Fords Can Do philosophy. The philosophy that triggered Fords growth worldwide. In India, this is reflected in the companys sprawling, 350 acre manufacturing plant in Maramalai Nagar near Chennai.A project that has been set up with a investment of Rs.1700 crore. Ford India Limited is a subsidiary of Ford Motor Company, currently Ford has a 78% stake, which

is going up to 92% soon. The Maraimalai Nagar Plant of Ford India Limited, located roughly 45k.m.from Chennai, provides employment to over 20000 people. The plant has the capacity to manufacture 1,00,000 vehicles per annum, equipped with state-of-the-art vehicle manufacturing technology from Ford. Presently offering seven different models, Ford India Limited (FIL) is catching up fast with the Indian consumer. Looks like FIL is all set to conquer the Indian market like rest of the world.

Ford came to India in 1998 with its Ford Escort model, which was later replaced by locally produced Ford Ikon in 2001. It has since added Fusion, Fiesta, Mondeo and Endeavour to its product line.

Product Mix of Ford India

A product mix (also called product assortment) is the set of all products and items that a particular marketer offers for sale. For eg: at Kodak, the product mix consists of two strong product lines: information products and image products. At NEC (Japan), the product mix consists of communication products and computer products. Ford has basically five Cars in India as its Product Mix. They are as follows:

FORD IKON FLAIR

ABOUT THE CAR:

Ikon Power & Performance The Josh Machine has been optimized to match local driving conditions, with a strong emphasis on durability and minimal requirements for maintenance. The Josh Machine has been optimized to match local driving conditions, with a strong emphasis on durability and minimal requirements for maintenance Engine 1.3 L Rocam Petrol that generates 70PS @ 5500 rpm and 105 NM of torque @ 2500 rpm. It has a computer controlled engine management - EEC V - for improved power and fuel efficiency. The Sequential Electronic Fuel Injection (SEFI) plays a vital role in emission control by injecting metered quantities into the inlet tract for each cylinder at the optimum point in the combustion cycle.

Standard Comfort and Convenience Features Power Steering and Power Windows. Air-conditioning The Ikon's air-conditioning system operates with environment friendly refrigerant R134A with no chlorofluorocarbons (CFCs). The air-conditioning system is integrated with the ventilation system and heater - optimal for India's extreme climate. The Ikon is the only car in its segment with a dedicated AC vent for its rear seat passengers. Central locking

Central locking is offered as standard across all the variants and can be operated using the key on either of the front doors. The remote locking fuel filler cap is connected to the central locking on all the series. Ford India Ikon Flair
On road prices * Registration City ExShowroom 502,107 497,000 498,528 503,018 501,300 503,472 478,000 & Service Charges (Individual) 23,829 53,205 34,300 45,275 40,441 23,039 38,810 Registration & Service Charges (Company) 45,758 N.A. N.A. N.A. 75,532 63,317 72,270 Comprehensive Insurance 18,290 17,881 17,845 18,942 18,587 18,277 17,302 Total Total (Individual) (Company) 544,226 568,086 550,673 567,235 560,328 544,788 534,112 566,155 514,881 516,373 521,960 595,419 585,066 567,572

Ahmedabad Bangalore Chennai Hyderabad Mumbai Pune Thane

NOTE: Other Models of Ford Ikon Like Ford Ikon Nxt are being discontinued.

FORD FIESTA

The Ford Fiesta is a car engineered globally for India. Take a close look at what makes the Fiesta unmatched in driving dynamics, technology, comfort and styling. Safety Features for the ultimate sense of security

The Fiesta was designed from the inside out. The result is more space than sedans available in the segment. The overall interior design takes advantage of the additional width of Fiesta's body structure, providing comfort for five adults in the passenger compartment. Fida Over Styling Contemporary automotive design that perfectly combines style and solidity. That's the Fiesta for you. With a powerful grille, a muscular bonnet, flared wheel arches, meaty side panels and ornamental headlamps and tail-lamps, the Fiesta effortlessly mixes brawn with beauty. Get used to heads turning in your direction.

PRODUCT LINE OF FORD FIESTA

Fiesta 1.6 Duratec ZXI Fiesta 1.4 Duratec EXI

Fiesta 1.6 Duratec SXI

Fiesta 1.4 Duratorq EXI

Fiesta 1.4 Duratorq zxi Fiesta 1.4 Duratorq SXI FORD INDIA - Fiesta 1.4 EXI
On road prices *
Registration City Ex-Showroom & Service Charges (Individual) Registration & Service Charges (Company) Comprehensive Insurance Total (Individual) Total (Company)

Mumbai Thane Vashi

605,500 577,200 577,200

47,735 45,754 45,754

90,120 86,158 126,562

22,235 20,678 20,678

675,470 643,632 643,632

717,855 684,036 724,440

FORD INDIA - Fiesta 1.4 ZXI (TDCi)

On road prices *
Registration City Ex-Showroom & Service Charges (Individual) Registration & Service Charges (Company) Comprehensive Insurance Total (Individual) Total (Company)

Mumbai

763,000

58,760

112,170

27,748

849,508

902,918

Thane Vashi

727,300 727,300

56,261 56,261

107,172 158,083

25,785 25,785

809,346 809,346

860,257 911,168

FORD INDIA - Fiesta 1.6 SXI

On road prices *
Registration City Ex-Showroom & Service Charges (Individual) Registration & Service Charges (Company) Comprehensive Insurance Total (Individual) Total (Company)

Mumbai Thane Vashi

737,600 703,300 703,300

56,982 54,581 54,581

108,614 103,812 153,043

28,206 26,220 26,220

822,788 784,101 784,101

874,420 833,332 882,563

FORD FUSION

Interiors and Comfort

The Fusion's compact exterior is, in fact, wrapped around a highly comfortable interior. Plush seats, ample headroom, a wide choice of stowage locations and an eye for convenience transform the interior into a highly desirable place to be in

Flexible Interiors With the 60:40 rear split folding seats, the boot space can expand from the normal 337 lts. to a cavernous 1175 lts. Which means, if you need to take your labrador to the vet, you wont find yourself short on space.

Driver and Passenger Comfort A higher seating position delivers a great view and a feeling of security and control. And makes it easy to get in and out of. There's also a Tilt-adjustable steering column for that perfect posture; whether you're in rush-hour traffic or cruising down the highway. The wider body and taller stance translate to comfortable seating for five adults with sufficient headroom, legroom and shoulder room.

FORD INDIA Fusion

On road prices *
Registration City Ex-Showroom & Service Charges (Individual) Registration & Service Charges (Company) Comprehensive Insurance Total (Individual) Total (Company)

Bangalore Mumbai Pune Thane

623,000 600,000 624,000 572,100

72,530 47,350 28,210 45,397

N.A. 89,350 78,150 85,444

23,345 23,158 23,557 21,543

718,875 670,508 675,767 639,040

646,345 712,508 725,707 679,087

FORD INDIA - Fusion (ABS)

On road prices *
Registration City Ex-Showroom & Service Charges (Individual) Registration & Service Charges (Company) Comprehensive Insurance Total (Individual) Total (Company)

Bangalore Mumbai Pune Thane

727,000 766,000 730,000 730,000

83,970 35,997 32,450 34,557

N.A. 97,277 90,850 92,957

27,091 29,571 27,474 27,533

838,061 831,568 789,924 792,090

754,091 892,848 848,324 850,490

FORD INDIA - Fusion +

On road prices *
Registration City Ex-Showroom & Service Charges (Individual) Registration & Service Charges (Company) Comprehensive Insurance Total (Individual) Total (Company)

Bangalore Mumbai Pune Thane

698,000 736,000 700,000 702,000

80,780 34,797 31,250 33,437

N.A. 93,677 87,250 89,597

26,046 28,490 26,394 26,553

804,826 799,287 757,644 761,990

724,046 858,167 813,644 818,150

FORD ENDEAVOUR

Endeavour Comfort & Convenience While the exterior is built to brave the elements, the interior offers you extraordinary comforts. It is an exceptionally well-equipped vehicle with many small "surprise and delight" features, which illustrate a thoughtful approach to the interior design. Powertrain Endeavour is available in both 2-wheel and 4-wheel drives and is powered by the 2.5L inter-cooled turbo diesel engine that delivers a "fun to drive" experience because of its added power and torque from the turbocharger

PRODUCT LINE OF FORD ENDEAVOUR

2.5L XLT 4x4 2.5L XLT 4x2

FORD INDIA - Endeavour 2.5L XLT 4x2

On road prices *

Registration City Ex-Showroom & Service Charges (Individual)

Registration & Service Charges (Company)

Comprehensive Insurance

Total (Individual)

Total (Company)

Bangalore Delhi Mumbai Pune Vashi

1,372,002 1,290,054 1,468,000 1,385,701 1,427,000

186,105 N.A. 112,760 59,228 109,890

N.A. N.A. 318,280 170,084 309,670

50,320 N.A. 55,081 51,088 52,101

1,608,427 1,290,054 1,635,841 1,496,017 1,588,991

1,422,322 1,290,054 1,841,361 1,606,873 1,788,771

FORD INDIA - Endeavour 2.5L XLT 4x4

On road prices *
Registration City Ex-Showroom & Service Charges (Individual) Registration & Service Charges (Company) Comprehensive Insurance Total (Individual) Total (Company)

Bangalore Delhi Mumbai Pune Vashi

1,462,002 1,399,032 1,562,600 1,475,110 1,517,000

197,985 N.A. 119,382 62,805 116,190

N.A. N.A. 338,146 180,813 328,570

53,561 N.A. 58,551 54,308 55,310

1,713,548 1,399,032 1,740,533 1,592,223 1,688,500

1,515,563 1,399,032 1,959,297 1,710,231 1,900,880

FORD MONDEO

Overview
Pioneering a revolutionary product development process, the Mondeo is the first Ford to be created digitally using C3P, a Ford computer engineering tool. Offering a classleading combination of safety, new powertrain technology, sophisticated driving quality, spacious interiors and an extensive list of standard features, it's evident why the critically acclaimed Mondeo is the proud recipient of many awards. Safety & Security

Best of breed standard safety features combined with latest technology security systems and a strong basic structure make the Mondeo the safest place to be in. Driving Quality An extended wheelbase, a commanding wide track, superior suspension geometry and fail-safe brakes contribute to the Mondeo's drive dynamics.

FORD INDIA - Mondeo Duratec Petrol

On road prices *
Registration City Ex-Showroom & Service Charges (Individual) Registration & Service Charges (Company) Comprehensive Insurance Total (Individual) Total (Company)

Ahmedabad Bangalore Baroda Calcutta Chennai Delhi Hyderabad Mumbai Pune Vashi

1,571,523 1,490,000 1,571,000 1,641,760 1,564,496 1,556,185 1,570,600 1,629,548 1,444,000 1,576,648

55,780 201,680 55,860 9,400 24,900 8,150 109,942 75,182 63,585 74,066

N.A. N.A. 111,720 10,300 46,900 8,150 109,942 205,546 179,105 200,198

38,746 54,570 36,587 60,167 39,240 49,177 36,671 51,711 53,188 50,073

1,666,049 1,746,250 1,663,447 1,711,327 1,628,636 1,613,512 1,717,213 1,756,441 1,560,773 1,700,787

1,610,269 1,544,570 1,719,307 1,712,227 1,650,636 1,613,512 1,717,213 1,886,805 1,676,293 1,826,919

COMPANY MARKETING STRATEGIES

Segmentation is the process in which a particular segment of the customers which

have same tastes or preferences and are the potential customers are targeted instead of targeting the customers as a whole. Segmentation marketing offers a lot of benefits as compared to mass marketing like a co. can create a fine tuned products for those selected customers, can select the best distribution policies, best communication channels and will have a clear picture of their competitors in the same segment. Therefore segmentation has become a major factor in every companys marketing policies. Various basis of segmentation can be as follows-

1) Geographic segmentation. 2) Demographic segmentation 3) Psychographic segmentation 4) Behavioral segmentation Ford India has mainly segmented the Indian automobile market on various basis which are the parts of above mentioned factorsa) Segmentation on the basis of Areas/Cities: for eg. Ford is mainly considering the metro cities or the big cities of India as they are the most potential customer areas for them. Since the metros or the big cities have a very high rate of prospects for the newly established Ford in India. Though Ford cars are present in the small cities also but some of its models such as Endeavour and Mondeo are mainly segmented for the big cities and therefore they are concentrating more on these cities such as Delhi, Noida, Mumbai, Kolkata Bangalore, Pune etc. Here the customers are much more acceptable towards the Ford as compared to the other small cities It has created a different segment

of these cities and trying to concentrate on that. May be later on it will increase its segmented areas. This is mainly a part of Geographical segmentation. b) Segmentation on the basis of Age: Ford India has segmented this market on the basis of age also like it is segmenting its cars for the youth or middle age segment. Since different age groups have their own preferences and tastes therefore they are needed to be catered in a different way . for eg: Ford Fusion is mainly segmented for the youth age . This is mainly a part of the demographic segmentation. c) Segmentation on the basis of Income: Ford India has also segmented the market on the basis of the income level of the customers .Like it is segmenting its cars only in the upper middle level or the high level income groups. As it is not producing the cars of small segments therefore it is not needed to concentrate on the lower income group of people as they are not the potential customers for them. Eg : Ford fusion and Ford Fiesta are mainly segmented for upper middle segment. This is mainly a part of the demographic segmentation. d) Segmentation on the basis of the Lifestyle : It means that the segmentation is done on the basis of the attitude ,interests etc of the potential customers. As the decision of a customer purchasing a car will be affected by his interests and attitude towards the company or the product ,therefore it is one of the main basis of the segmentation . like a customer will be attracted by the global brand name of the Ford company which will affect its decision of purchase. It is mainly a part of psychographic segmentation. e) Segmentation on the basis of Benefits Provided : Ford India has segmented the market on the basis of the benefits provided such as quality, service, economy, speed comfort etc. As Indian Automobile market is highly competitive and Ford has still not

established itself properly in India therefore it needs to provide not only these benefits but also some distinctive benefits which will differentiate it from other cars in the same segment .It is mainly a part of behavioral segmentation. f) Segmentation on the basis of the Readiness stage: Ford India is segmenting the market on the basis of the aware customers, unaware customers, informed and interested customers, desirous and intending to buy customers. As there are some potential customers and some non potential customers therefore segmenting them is a useful task for the company .It is mainly a part of the behavioral segmentation.

TARGETING

Targeting is the process which is performed after the company has done the segmentation of the market on various basis. For targeting , a company has to evaluate various segments and then decide upon to target accordingly. While doing so a company has to look on to the overall attractiveness of the segment and the companys objectives and resources . Targeting is an important step in the performance of any company because correct targeting helps a company to rightly choose the potential customers.

As far as Ford India is concerned it has not confined itself to target only one segment. Though it has not entered into the small car segment yet it has tried to cover many aspects of the Indian automobile market like it has its Ford Ikon model mainly for the entry level middle class group. It has Ford Fiesta for the upper middle class group which competes with Honda city , Hyundai Accent etc in the same segment and for the higher income group or the premium segment it

has its Mondeo and Endeavour in the market. Therefore Ford India has tried to target mainly the upper middle and higher segments of the Indian car market through its various models.

Ford Ikon is mainly targeted for the middle class entry level group with a attractive price tag . It has tried to focus on people with a drive of running a big car with not much financial burden.

Ford Fusion company is targeting mainly the youth class of the society and also presented it as an urban activity vehicle. It was a sort of Mini-SUV in the market

Ford Fiesta is mainly targeted for the part of the society which is mainly attracted by the fuel efficiency of the car therefore company has launched the diesel version along with petrol version of Ford Fiesta which provides excellent mileage as compared to other cars in the same segment.

Ford Mondeo is mainly targeted for the upper class of income group and therefore priced highly. It is mainly launched keeping in mind the upper service class or the big business houses.

Ford Endeavour was entered in to the market as Sports Utility Vehicle (SUV) It was specifically designed for the Asian conditions. It was the biggest SUV to hit the market so far. It mainly targeted the high rich class with a passion of sporty look vehicle.

Therefore Ford India has mainly targeted various segments of the market through different models of cars.

Positioning

Each firm needs to develop a distinctive positioning for its market offering. Positioning is the act of designing the companys offering and image to occupy a distinctive place in the target markets mind. The end result of positioning is the successful creation of a market-focused value proposition, a cogent reason why the target market should buy the product. Positioning starts with a product. A piece of merchandise, a service, a company, an institution, or even a person. . . . But positioning is not what you do to a product. Positioning is what you do to the mind of the prospect. That is, you position the product in the mind of the prospect. How Many Differences to Promote? Each company must decide how many differences (e.g., benefits, features) to promote. With this approach, each brand is touted as number one on a particular attribute, such as best quality, best service, lowest price, or most advanced technology. If a company hammers away at one positioning and delivers on it, it will probably be best known and recalled for this strength. Communicating the Companys Positioning Once the company has developed a clear positioning strategy, it must communicate that positioning effectively through all facets of the marketing mix and every point of contact with customers.

A good example is Ritz Carlton hotels, which signals high quality by training its employees to answer calls within three rings, to answer with a genuine smile in their voices, and to be extremely knowledgeable about all hotel information. On the other hand, companies risk confusing the target audience if their marketing tactics run counter to their positioning.

POSITIONING OF FORD CARS IN INDIA

FORD IKON
Baseline: The josh machine FORD Ikon was launched in India by Ford India in the year 2001 at the price of Rs 4.21 lakh.It was the second car in India after escorts by Ford India.It was launched in the upper segment for upper middle class and positioned as a mid-size entry level car.While this segment was occupied by esteem and cielo .,Ikon was launched in this competitive segment and was positioned as the josh machine.Ford was already accepted on Indian roads through escorts. Ikon was launched at a competitive price and was positioned as a car incredibly best entry midsize car reachable for a buyer entering into midsize car segment.The performance of a 1.6 litre Rocam petrol engine was the selling line for this car as performance had been the main focus of Ford..

Tagline: Leave the small world behind. The bigger, better josh machine, now at the EMI of a small car. Ford Ikon. The largest exported Indian car and the Best Entry Midsize Car in J.D.Power Asia Pacific 2001 India with features like Power Steering, Power Windows, Power Locks 1.3 Endura petrol engine, Luxurious interiors ,best-in-class AC, 400 ltr boot space, all-round seat belts & crumple zones. The message Ford want to send with this advertisement is as like the fish is jumping from the small bowl to a bigger one.Customer can also buy a big car paying the EMI of a small car.This was to ease the customer in terms of payment by providing easy finance.

The 2006 Ford Ikon Flair

Baseline: Live life with josh Headline: Inside every young ikon, there's a young icon. Ford launched the modified version of Ikon with the name Ford Ikon Flair in 2006. Flair reflects the penchant for performance and style that drives every young achiever. With new sporty features, competitive pricing and attractive options like Extended Warranty and Total Maintenance Plan, the young Ikon is the perfect ally for every young icon. Identifying the change in Indian consumer buying behaviour Ford targeted the youth and attached attitude to Flair.As Ikon had been successful and common on Indian roads,ford modified it and gave it a more young and sporty look.There was also a need

as Maruti modified Esteem.Ford positioning of Flair was a reflection of change and innovation by the company.

FORD FIESTA

Headline1: Diesel TDCi Fuel efficient. Fun to drive. Refined. Drive it to believe it Headline2: The reviews got me hooked &10,000 Fiestas booked. Baseline: Go Fida To heat up the mid-size sedan segment Ford launched Fiesta pricing it aggressively against the rivals car the Hyundai Accent and Honda City. In order to stretch this

segment fiesta was also launched with diesel version .Apart from the 1.4-litre petrol engine entry-level model, the other two petrol variants have been priced at Rs 6.29 lakh (1.6 litre ZXi) and Rs 6.89 lakh (1.6 litre SXi). The lone diesel model, the 1.4-litre ZXi, which sports a common rail engine, has been priced at Rs 6.99 lakh.Recognizing the rising fuel prices, Fiesta promised mileage of 18.3km/lt of diesel. Ford is endorsing Fiesta by Abhishek Bachaan to attach the personality traits of Abhishek with the attributes of the car.The company is positioning it as a young successful,reliable car with the new technology. Fiesta makes a bold, strong, side view statement that enhance its sense of purpose and powerful appearance.The company also focused on styling and spacious interiors providing it a young and elegant look.

FORD MONDEO
Headline1: "It has real presence." It bites Headline2: Luxury. The restless version Baseline: refined aggression After the success of Ikon Ford went into a upward line extension .Ford launched Mondeo in december 2004 in the premium segment to create and tap a niche market in India. The Mondeo retailed at Rs 17.12 lakh ex-showroom in Chennai for the petrol version and the diesel was at least Rs 1 lakh costlier. Mr David E. Friedman, Managing Director and President, Ford India Ltd, told Business Line the Mondeo was a niche vehicle and it was a conscious decision not to chase

volumes. "We continue to sell the Mondeo for those who are looking for driving excellence and who want a unique car that really offers them that experience." Ford priced it aggressively to position it as a luxury car and priced it to compete with sonata and camry . Initially Mondeo had tough time in the market then Ford introduced the upgraded version of mondeo with add on features .The car's exterior and interiors was freshened up,but the driving characteristics remained the same. Then Ford reduced the price of Mondeo in march 2005 to 14.21 lakh and advertised it heavily in metro and urban cities and positioned it as refined aggressionand differentiated it in the market.

FORD FUSION

Headline1: I'm a Delhi-ite. Headline2: Some cars have great ads. This ad has a great car. Baseline: As different as you Ford launched Fusion, which blends a sedan with a sports utility vehicle, powered by a 1.6 litre petrol engine with ex-showroom price of Rs 6,20,000 in Delhi.Fusion was a make-up of an MPV and the stance of a mini-SUV. It was positioned as a Urban Activity Vehicle. With 1.6-litre dohc 16-valve Duratec power, a roomy versatile cabin in a compact package and great ride and handling. Fusion created a new segment in itself through a crossover between a sedan and SUV, and it was advertised to be an ideal foil for the urban busy commuter; : I'm a Delhi-ite. Fusion was endorsed by filmstar Rahul Bose to position it as a unconventional car as

Rahul Bose is known for its unconventional roles in Indian movies.A sense of attitude and difference is attached to Fusion

FORD ENDEAVOUR

Baseline: Make every day exciting

Ford India entered into the sports utility vehicle (SUV) segment with the unveiling of Ford Endeavour. Powered by a 2.5 litre engine.It come in two variants - a wheel drive and a four wheel drive. It was launched in November 2003,with a price of 12.9 lakh.It

was positioned as Toughie on Indian roads as a majestic SUV.It provided respect and luxury to the owner. Endeavour is developed for Indian roads with high ground clearance has about 20 per cent localisation content.It is full of excitement and a complete luxury car.

IS THE POSITIONING APPROPRIATE OR NOT ?

The company has positioned its different cars in India differently and has tried to create an impact in the mind of customers through that .It has tried to establish a different position in the mind of customers. Different models of Ford have tried to establish their own place and image for different customers. We have presented our views on the positioning being done by the Ford India for its different models. We have taken all the models individually and there after presented our views on them. Ford Fusion has been positioned as an unconventional car with a blend of both SUV and Sedan. It has become a Mini SUV and therefore it has not been able to establish a clear image in the eyes of the customers. Ford has not been able to position Fusion rightly .

Ford Mondeo has been positioned as an exceptional drivers car .It has been positioned in the niche segment. But it has not been able to create any impact on the customers so far which is shown by its sluggish sales. It has not been able to differentiate this product in comparison to their competitors in the same segment such as Hyundai Sonata and Honda Accord . No USP has been highlighted for Mondeo. Ford Endeavour has been positioned as the largest SUV in the market. Though it has positioned itself for the higher income level group it has not been a successful one for the company. The sales of this model are not up to the expectations of the company.

RESEARCH METHODOLOGY

RESEARCH METHODOLOGY

 PLACE OF RESEACH:
THE STUDY WAS PRIMARILY CONDUCTED AT FORD PACEFIC IN BAREILLY CITY.THE MARKET SURVEY WAS DONE TO HAVE MARKET PERSPECTIVE OF ENDEAVOUR SUV A BRAND OF FORD INDIA PRIVET LIMITED.WE COMPARE IT WITH OTHER BRANDS . THE OTHER BRANDS ARE: 1-MAHINDRA SCORPIO 2-MITSUBASHI PAJERIO

Sample frame: The sample set included people who have ford Endeavour ,Mitsubishi pajero and Mahindra Scorpio car.

Sample design & sample size: The sample design includes convenience sampling. the sample size considered in my study is 15 people.

Data collection method; Primary sources; Interaction with the people owned these cars

 By questionnaire Secondary sources: Journals, magazines,

Brochures internet

OBSERVATION AND ANALYSIS

ANALYSIS
Q-1 what kind of car do you want to purchase?

NUMBER RESPONDENTS

OF

LIGHT VEHICLES 36

COMMERCIAL

SPORTS VEHICLES 5

UTILITY

HEAVY VEHICLE 9

COMMERCIAL

50

1% 8 L CV'S 1 0% S UV'S COMMER CIAL VEHICL E

7% 2

ANALYSIS: The finding show that out of the total population 72% prefer to buy light commercial
vehicles,18% peoples wants to purchase sports utility vehicles,10%of the peoples wants to purchse heavy commercial vehicles

Q-2 what do you think about SUVs?

No.of respondents Status symbol 40 25

Tarrin vehicle 9

Passion cars 6

of

big

15%

0% 23%

62%

ANALYSIS:

The findings shows that 62% peoples are consider SUVs a status

symbol,23%tarrin vehicle, and 15%prefer SUVs for passion of big cars.

Q-3what are the sources of information regarding SUVs internet 23% television 40% newspapers 22% Other sources 15%

1 5%

2 3%

internet t.v new spaper other

22 % 40 %

ANALYSIS:

The findings shows that 23%peoples got information from the

internet,40%peoples got information from t.v,22%peoples got information from newspapers and 15% peoples got information from other sources i.e. car agencies, from company etc.

Q-4From how many brads are you aware of? Company name Percentage Ford Endeavour 17% Mahindra Scorpio 74% Mitsubishi pajero 9%

9%

17 % ford m ahindra m ubis its hi

74 %

ANLYSIS:The findings shows that in the market only 9% peoples are aware of
Mitsubishi pajero,17%peoples are aware of ford Endeavour and there is 74% a large portion who knows about Mahindra Scorpio.

Q-5 what are the required features of your SUV? mileage 53% power 24% Suspension 13% Ground clearance 7% No. of seats 3%

3 % 1% 3

7 % m g ilea e power suspension 5% 3 no.sea ts g roundclea

2% 4

A ANALYSIS:
cars,24%of

The findings shows that 53%of people frefer mileage in their want powerful engine,13%of people want better

people

suspension,7%customers want better ground clearance and only 3%people want more seats in their SUVs.

Q-6 what is your budget regarding your suv?

6-10 lacks 67%

10-16lacks 16%

16-25 lacks 15%

25lacks& above 2%

1% 5

2 % 6 0la s -1 ck 1 -1 la 0 6 cks

1% 6 6% 7

1 -2 la 6 5 cks 2 &a 5 bove

ANALYSIS: The findings shows that 67% people can range from 6-10 lacks and
prefer for Mahindra scopio,there are 16% people whom can buy SUVs with in the range of 10-16 lacks, there are 15% peoples whom can buy above 16-25 lacks and there are only 2% people whom can buy above 25 lacks.

Q-7 Are you satisfied with the after sales services of these SUVs?

Satisfied 78%

Unsatisfied 22%

satified unsatisfied

ANALYSIS: The findings shows that 78% of the customers are satisfied with the
after sales services and 22%peoples are unsatisfied with the services.

Q-8 what is your investment pattern for buying SUVs?

On EMI 78%

On hard cash payment 22%

onem i onha ca h rd s

ANALYSIS:the findings

shows that 78% people wants to purchase these cars on

emi and only 22% people wants to purchase these cars on cash bases.

Q-9what is the market share regarding ford Endeavour, Mahindra Scorpio & pajero?

Brands Serial no.

Endeavour 23%

Scorpio 67%

Pajero 10%

1 0%

23% endeavour scorpio pajero

67%

A ANALYSIS: The findings shows that there is 67%share of Mahindra scorpio,23% market share is of ford Endeavour and 10% market share is of Mitsubishi pajero.

Q-10 Are you satisfied with the safety features provided by these SUVs? Satisfied Unsatisfied

93%

7%

7%

S tis a fied Uns tis a fied

93%

ANALYSIS: The findings shows that 93% of customers are satisfied with the safety
features of these SUVs and only 7% of customers are not satisfied.

FINDINGS

FINDINGS AND SUGGESTIONS The findings shows that peoples are much price sensitive, they can compromise with the features. Most of the customers and peoples are well aware of Mahindra Scorpio because its prices started from 7.81 lacks. It is affordable price and anyone can take higher version in 9 lacks.

The ford Endeavour brand is well known in metros; in small cities the income level of the peoples is limited so they are not interested in purchasing this car. The after sales services are also much higher. Mitsubishi pajero a well renounced name of its class of suv.It is the most expensive suv in its class. The price starts from 22 lacks and above. The safety features and other features are on the top in its class.

LIMITATIONS

LIMITATIONS: 1-There was also a problem when the respondents were asked about what proportion of their saving is invested in suv. 2-They were apprehensive in revealing details about their income and investments. 3-The income of the peoples in India is not sufficient.

4-The features of the suv are not lured in comparison of prices.

CONCLUSION

The study was very fruitful, it yielded the desired results, helped me the process of buying decisions of the cars. The study also yielded what are the factors that people are looking forward to the case of these products.

Our research makes us come to the conclusion that most of the people are looking for something which deserves to their life style. we conducted a study on the SUVs and we compare the features of these cars.

QUESTIONNAIRE

QUESTIONNAIRE:
The questionnaire is prepared to the study the project titled ACOMPARATIVE STUDY OF FEATURES OF ENDEAVOUR BRAND OF FORD WITH OTHER SUVSas a compulsory part of final semester project report for two-year full time MBA program from RBMI, Bareilly.

Your options and suggestions shall be kept confidential and will be used for academic purpose only. Name: Address: Phone no: Q-1 what kind of car do you want to purchase? (A)Light commercial vehicle (B)Heavy commercial vehicle (C)Commercial vehicle

Q-2 what do you think about SUVs?

(A) Status symbol

(B) Terrain vehicle

(C) Passion of big cars

Q-3what are the sources of information regarding SUVs? (A)Internet (B)Television (C) Newspapers (D) other sources

Q-4From how many brads are you aware of?

(A)Ford Endeavour (B)Mahindra Scorpio (C)Mitsubishi Pajero Q-5 what are the required features of your SUV? (A)Mileage (B)Power (C)No. of seats (D)Suspension (E)Ground clearance Q-6 what is your budget regarding your suv? (A) 6-10 Lacks (B) 10-16 Lacks (C) 16-25 Lacks (D) 25 Lacks &Above Q-7 Are you satisfied with the after sales services of these SUVs? (A)Yes (B) No Q-8 what is your investment pattern for buying SUVs?

(A)On EMI (B)On hard cash payment Q-9who is better in your opinion ford Endeavour, Mahindra Scorpio & pajero? (A)Endeavour (B)Scorpio (c)Pajero Q-10 Are you satisfied with the safety features provided by these SUVs? (A)Satisfied (B)Unsatisfied

BIBLIOGRAPHY

BIBLIOGRAPHY

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