SUMMER TRAINING REPORT

ON
CUSTOMER MAPPING
A SURVEY OF INDUSTRIAL CUSTOMER OF MUMBAI

(TOWARDS CARS)
Undertaken
at
MODY AUTO MOTORS PVT. LTD. MUMBAI

Submitted to
JIWAJI UNIVERSITY GWALIOR

In Partial Fulfillment of Master of Business Administration

At

MAHARAJA
AND TECHNOLOGY

INSTITUTE OF MANAGEMENT
Airport Road, Gwalior

Submitted To:

Submitted By:

Mrs. SHAIFALI CHAUHAN

DEEPAK CHOUMAL
MBA III SEM (2014-2016)

DECLARATION
I am Deepak Choumal, a student of MBA III Semester from Maharaja Institute Of
Management And Technology, Gwalior, declare that all the information, fact and figures
represented in this report entitled CUSTOMER MAPPING A SURVEY OF INDUSTRIAL
CUSTOMER TOWARDS CARS OF MUMBAI are first hand in nature. They are actively
based on my intensive research.
I have made the project under the safe roof of realistic data which was a sweet dream before
handling due to strong faith and elastic string of my heart. I have succeeded in equaling the
efforts with the output, for which I am very excited just like a blooming seed. Any resemblance
to earlier project or resource is purely coincidental.

Date
Place: Gwalior

DEEPAK CHOUMAL
MBA III Semester

CERTIFICATE
This is to certify that Deepak Choumal a student of MBA III Semester of Maharaja Institute
Of Management And Technology, Gwalior affiliated to Jiwaji University, Gwalior has
successfully completed his summer training of 45 days (from 22nd of JULY to 6th SEPTEMBER)
and prepared this report on CUSTOMER MAPPING A SURVEY OF INDUSTRIAL
CUSTOMER TOWARDS CARS OF MUMBAI under my guidance.

Date:

Mrs. SHAIFALI CHAUHAN

Place: Gwalior

Faculty Guide

ACKNOWLEGEMENT
It is privilege to express my gratitude & sincere thanks to Maharaja Institute Of Management
& Technology, Gwalior has given us the opportunity to summer training report on the topic. I
am thankful to Mr. Achal Pillai (Director-MIMT), Dr. Subeer Banerjee (Dean Academics),
and Mrs. SHAIFALI CHAUHAN (Faculty Guide) for his valuable guidance and support
throughout report preparation. I would also like to thank Mr. Rohil Khara (General Manager
of Mody Auto Motors).
I sincerely thank computer laboratory in-charge and library staff for their timely co-operation.
I would also like to thank to all people who directly or indirectly helped to complete the report.

Date:
Place: Gwalior

DEEPAK CHOUMAL
MBA III Semester

PREFACE

The project is based on the Customer profile and mapping to understand the consumer
behavior regarding automobile sector. The project took 7 weeks for completion. The main
motive of project report was to enhance my expertise and extensive knowledge I gained through
my course, by applying it practically to the market of automobile Ludhiana.
The project has been completed by collecting the primary data by interviewing the various
industrialist of Mumbai. Secondary data was also used as per the availability from different
sources. In all the study was to find out at which geographical area the potential customer may
exist and also to study the consumer behavior regarding automobile sectors.
During the project, I learnt the procedures and various other aspects of marketing of automobile
by applying theoretical knowledge and concepts to the best.

Needless to say, errors and omissions are bound to occur.

Last but not the least, I am grateful to all those who happened to be a part of the successful
completion of this Project and my mind and heart for going hand in hand!

DEEPAK CHOUMAL

CONTENTS
Page no.
Chapter1
INTRODUCTION TO THE PROJECT
EXECUTIVE SUMMARY
INTRODUCTION TO AUTOMOBILE HISTORY

8
9
13

INTRODUSTION TO VOLKSWAGEN GROUP

HISTORY OF VOLKSWAGEN
NINE AUTOMOTIVE COMPANIES OF VOLKSWAGEN

17
19
25

VOLKSWAGEN IN INDIA
INTRODUCTION TO MODY AUTO MOTORS
PRODUCT PROFILE FOR MODELS AVAILABLE IN
INDIA

30
32
34

OBJECTIVES O F THE STUDY

RESEARCH METHODOLOGY
ANALYSIS

41
42
47

CONCLUSION
LIMITATIONS
RECOMMENDATION
QUESTIONAIRE
BIBLIOGRAPHY

57
58
59
60
63

Chapter2

Chapter3

Chapter4

Chapter5

INTRODUCTION TO THE PROJECT

The project title is CUSTOMER PROFILE AND MAPPING TO UNDERSTAND THE

CONSUMER BEHAVIOUR REGARDING AUTOMOBILE SECTOR.
Customer mapping is also known as geographical market analysis and it is the Easiest Way to
Identify Where Your Customers Come From and Who They Are. This project focus on to know
the profile and from which geographical part of Mumbai the potential customer of Volkswagen
cars can be and what is the consumer behavior of various users of cars like how many cars do
they have and after how much do they like to change their cars . The whole survey has been done
in various parts of Mumbai city like Focal Point, Industrial Area, Pune.
So, in this research I studied the mapping of the customers and behavior of the customers.
So, overall it was great learning experience for me to get such an introspection about automobile
industry and various aspects related to its marketing strategy.

EXECUTIVE SUMMARY
2

Customer mapping is the easiest way to identify where your customers come from and who
they are.
Customer Mapping Analysis may include:
A customer profile to understand where to find more like them.
Market penetration and market share reports showing performance in existing markets and
expected performance in new markets.
Market ranking reports allowing company to prioritize resource deployment into new markets.

Customer Mapping helps to know market potential by using following steps.

Map Customer Locations
Create a "pin map" of where your customers live. Find out at a glance what parts of town you
draw from and where to advertise. If you have your names and addresses in a data file, you can
order right now with no payment required in advance.
Identify Your Trade Area
Map your customers to see what your trade area is. Compare your customers with the market
potential to see your market penetration..
Define Customer Profile
Once you have your customers mapped, you can analyze the demographic characteristics and
define a profile of your best customers. From this it is a short step to finding more potential
customers like them.
Target Your Advertising
Given your trade area, and your customer profile, you can focus advertising to the places and
media that are most likely to hit your target market.

Customer Mapping

Customer mapping shows organizations which neighborhoods and markets they are serving with
their products. The results of customer mapping can often be surprising and show trends that
were otherwise unknown. In addition, customer mapping can be applied not only to an entire
client database, but also to selected kinds of customers such as:
Those who have bought certain products, or certain services.
Those whose purchases exceed a specified amount gain the greatest value from Customer
mapping, it can be combined with market share analysis to reveal the strongest areas that are
being reached, and those that are not being reached.
Strategies for Customer Mapping
What is a geographic market worth to your business? Mapping Analytics will help you find the
answer. Market potential can be expressed as a function of:
The number of customers purchasing.
Amount purchased.
Frequency of purchase.
In other words, market potential = (how many * how much * how often).
Bottom Up or Top Down Market Analysis?
It all depends on your specific needs. Mapping Analytics can advise you on the best approach to
sizing any market. We employ various methodologies and data sets to get you the answers you
need.
A bottom Up approach to market sizing starts with your customers. How much and often do
they buy? What is their profile? How many potential customers do you have in the market
based on your customer profiles? How can you reach them?
A Top down approach starts with market and industry data. It takes a close look at a geographic
market area and profiles the consumers and/or businesses to let you know their propensity to buy
your products and services. Mapping Analytics has expertise in both these approaches to market
sizing. We also have a wealth of data sources through partnerships with the best data providers in
the industry. We can match the right data for market analysis to your business and market
strategy.

Cluster Analysis for Customer Mapping

We often use lifestyle clustering systems to size consumer markets. Clustering systems operate
under the premise that "birds of a feather flock together." That means people with similar buying
behaviors and demographic profiles tend to live close together. This helps you identify
neighborhoods or markets where your potential is highest.
Cluster analysis identifies key segments in the population that are more likely to purchase your
products than the average consumer.
Knowing in which clusters people reside provides a reasonable means of understanding and
predicting how they will behave.
Understanding which clusters are more likely than others to purchase allows better targeting.
Clusters are tied to geography, allowing you to identify and prioritize neighborhoods, trade
areas and markets.
Access Market Opportunity
Market analysis services from Mapping Analytics will provide the key intelligence we need to
rank and prioritize markets. We will know:
The top new geographic markets to target based on customer or revenue potential.
Which markets where we currently do business have untapped potential Gaining this market
understanding is essential to growing and expanding our business. But it isn't enough on its own.
Demographic Site Selection
When we work with Mapping Analytics, we will discover that demographic site selection leads
to a sound business site selection decision. We include a series of important analyses when
helping we select new sites, including:
Customer profiling.
Mapping customer locations.
Competitive analysis.
Trade area development and mapping.
Demographic, Census, and market data analysis.
Market potential analysis.

Customer Profiling
Customer profiling services from Mapping Analytics create descriptive segments or groups of
your customers. Each segment has specific defining characteristics. A customer segment is not as
simple as applying a demographic label, such as "women age 45-54" or "businesses with revenue
>$500 million.

"Those descriptions alone won't tell you enough about your customer. For example, not all
women age 45-54 have the same tendency to purchase your products. So a profile like this may
not help you much, and you may waste resources marketing and selling to the wrong people.
That's why Mapping Analytics takes a more comprehensive and disciplined approach to
customer profiling. We use your own customer data, lifestyle cluster data, and analytical
techniques. The result is a more accurate description of your customer that can be used to
identify areas where you can find more of your best customers.
What Goes Into a Customer Profile
What makes up a customer profile? It depends on whether your customers are businesses
or consumers. In either case, you typically start with your own customer data (such as location,
purchases, spending volume), append additional consumer or business data, then group into
segments that share similar characteristic.
Mapping Customer Attitudes
By Cliff Allen, Click Z, Oct 17, 2000
However, it's hard to predict which car someone will buy just by knowing demographic
characteristics. While one person of a certain age, income level, and family situation may drive
an expensive imported car, his next-door neighbor might share the same demographic profile and
drive an inexpensive domestic car. Thus, the demographic data doesn't explain the difference in
automotive preferences. But understanding the differences in how these two consumers perceive
the features and benefits of automobiles could help marketers understand their needs and
interests and which cars they are likely to prefer. By surveying consumers about their attitudes
toward the leading products in a market, marketers can map customers' dominant attitudes
toward products. Market research companies such as Simmons conduct detailed interviews to
gather the data needed to identify clusters of buyer attitudes.

INTRODUCTION OF AUTOMOBILE INDUSTRY

The automobile industry has changed the way people live and work. The earliest of modern cars
was manufactured in the year 1895. Shortly the first appearance of the car followed in India. As
the century turned, three cars were imported in Mumbai (India). Within decade there were total
of 1025 cars in the city.
The dawn of automobile actually goes back to 4000 years when the first wheel was used for
transportation in India. In the beginning of 15th century, Portuguese arrived in China and the
interaction of the two cultures led to a variety of new technologies, including the creation of a
wheel that turned under its own power. By 1600s small steam-powered engine models was
developed, but it took another century before a full-sized engine-powered vehicle was created.
Brothers Charles and Frank Duryea introduced the actual horseless carriage in the year 1893. It
was the first internal-combustion motor car of America, and it was followed by Henry Fords
first experimental car that same year.
One of the highest-rated early luxury automobiles was the 1909 Rolls-Royce Silver Ghost that
featured a quiet 6-cylinder engine, leather interior, folding windscreens and hood,
and an aluminum body. Chauffeurs usually drove it and emphasis was on comfort and style
rather than speed. During the 1920s, the cars exhibited design refinements such as balloon
tires, pressed-steel wheels, and four-wheel brakes. Graham Paige DC Phaeton of 1929 featured
an 8-cylinder engine and an aluminum body.
The 1937 Pontiac Deluxe sedan had roomy interior and rear-hinged back door that suited more to
the needs of families. In 1930s, vehicles were less boxy and more streamlined than their
predecessor was. The 1940s saw features like automatic transmission, sealed-beam headlights,
and tubeless tires. The year 1957 brought powerful high-performance cars such as MercedesBenz 300SL. It was built on compact and stylized lines, and was capable of 230 km ph (144
mph).This was the Indian automobile history, and today modern cars are generally
light, aerodynamically shaped, and compact.

Facts & Figures

The automobile industry in India is on an investment overdrive. Be it passenger car or twowheeler manufacturers, commercial vehicle makers or three-wheeler companies - everyone
appears to be in a scramble to hike production capacities. The country is expected to witness over
Rs 30,000crore of investment by 2010.Hyundai will also be unmasking the Verna and a brand
new diesel car. General Motors will be launching a mini and may be a compact car.
Most of the companies have made their intentions clear. Maruti Udyog has set up the second car
plant with a manufacturing capacity of 2.5lakh units per annum for an investment of Rs 6,500
Crore (Rs 3,200 Crore for diesel engines and Rs 2,718 Crore for the car plant itself).
Hyundai and Tata Motors have announced plans for investing a similar amount over the next 3
years. Hyundai will bring in more than Rs 3,800 Crore to India.Tata Motors will be investing Rs
2,000 Crore in its small car project.
General Motors will be investing Rs 100 Crore, Ford about Rs 350 Crore and Toyota announced
modest expansion plans even as Honda Siel has earmarked Rs 3,000Crore over the next decade
for India - a sizeable chunk of this should come by 2010 since the company is also looking to
enter the lucrative small car segment.
Talking about the commercial vehicle segment, Ashok Leyland and Tata Motors have each
announced well over Rs 1,000 Crore of investment. Mahindra & Mahindras joint venture
with International Trucks is expected to see an infusion of at least Rs 500 Crore.
The Indian automotive market managed to stand up to the vagaries of the economic meltdown to
show slightly growth during fiscal 2008-09. Overall vehicle sales at 97.23lakh grew 0.71 per
cent from 96.54lakh units in 2007-08.

When major automotive markets reported a 30-40 per cent decline, only a handful of countries
managed to show growth. A few months ago, India was looking at negative growth but has
turned around. It is actually better than expected. Passenger vehicle sales at 15.51lakh registered
flat growth while commercial vehicle sales showed a 21 per cent drop.
SIAM has a positive outlook for the current financial year. While it foresees a 7-8 per cent
growth for the commercial vehicle segment, the industry body predicts a 3-5 per cent growth for
passenger vehicles.
The passenger vehicle market has weathered the downturn largely due to market leader Maruti
Suzuki which holds 48 per cent of the market. The compact car giant clocked 7.22lakh units for
2008-09. Closest rival Hyundai Motor India sold 2.44lakh cars, a growth of 13 per cent.
Most premium carmakers saw volumes shrink last fiscal. Toyota Kirloskar Motors numbers fell
15 per cent to 46,892 units while Ford Indias sales were down 17 per cent to 27,976 units.
Honda Siel Cars India also saw a 17 per cent drop at 52,420 units while General Motors India
was down 8 per cent to 61,526 units.
Among commercial vehicle makers, all major players saw substantial fall in volumes. Market
leader Tata Motors with a 60 per cent plus share, showed 22 per cent drop in numbers at 2.34lakh
units while Ashok Leyland showed 37 per cent drop at 47,632.
Eithers sales volume fell 37 per cent at 17,341 units and Force Motors was down 28 per cent at
7,819 units. The freight movement is unlikely to improve this fiscal which will impact truck
sales.

INTRODUCTION TO VOLKSWAGEN GROUP

Type:

Public Company

Headquarters:

Germany

Industry:

Automotive

Products:

Cars, Trucks

Revenue:

113.8 billion (2008)

Operating income:

6.61 billion (2008)

Profit:

4.68 billion (2008)

Employees:

369,928(2008)
Vehicle brand companies
Audi
Bentley motors ltd.
Bugatti automobile
Lamborghini
Seat
Skoda auto
Scania
Volkswagen passenger car
Volkswagen commercials vehicles

Subsidiaries:

INTRODUCTION TO VOLKSWAGEN
Type:

Subsidiary of Volkswagen group

Founded:

May 28, 1937

Founders:

Ferdinand Porsche, Adolf Hitler

Headquarters:

Wolfsburg, Germany

Area served:

Worldwide

Key people:

Martin Winter korn

(Chairman of board of management)
Ferdinand piech
(chairman of Volkswagen supervisory board)
Christian kingler
(board of management of the Volkswagen passanger cars)

Industry:

Automotive

Products:

Cars, Trucks

Website:

Volkswagen.com

HISTORY OF VOLKSWAGEN
In German, Volks pronounced as (folks), means people and Wagen means Car. Hence:
Volkswagen means "people's car" in German, in which it is pronounced [f lksvan].
Its current tagline or slogan is Das Auto, in English The Car.
Its previous German tagline was Aus Liebe zum Automobile, which translates to: Out of Love
for the Car, or, For Love of the Automobile, as translated by VW in other languages.
Adolf Hitler had a keen interest in cars even though he did not like to drive. In 1933, shortly
after taking over as leader of Germany, he teamed up with Ferdinand Porsche to make changes
to Porsche's original 1931 design to make it more suited for the working man. Hans Ledwinka
discussed his ideas with Ferdinand Porsche, who used many Tatra design features in the 1938
"KdF-Wagen", later known as the VW Kferor Volkswagen Beetle. When Chrysler brought
out the 1934 DeSoto Airflow coupe, its design enabled Mr. Porsche to finalize his design of the
Beetle. On 22 June 1934, Dr. Ferdinand Porsche agreed to create the "People's Car" for
Hitler's mother.
After some time, they planned to change some features regarding various aspects. These
changes included better fuel efficiency, reliability, ease-of-use, and economically efficient repairs
and parts. The intention was that ordinary Europeans would buy the car by means of a savings
scheme ("Save five Marks a week, if you want to drive your own car"), which around
336,000 people eventually paid into. The VW car was just one of many KdF programmes which
included things such as tours and outings. The prefix "Volks" ("People's") was not just applied
to cars, but also to other products in Europe; the "Volksempfnger" radio receiver for instance.
On 28 May 1937, the Gesellschaft zur Vorbereitung des Deutschen Volkswagens was
established by the Deutsche Arbeitsfront. It was later renamed "Volkswagenwerk" on 16
September 1938.
Erwin Komenda, the longstanding Auto Union chief designer, developed the car body of the
prototype, which was recognizably the Beetle we know today. It was one of the first to be
evolved with the aid of a wind tunnel; unlike the Chrysler Airflow, it would be a success.

New factory started

The building of the new factory started 26 May 1938 in the new town of KdF-Stadt, now called
Wolfsburg, which had been purposely built for the factory workers. This factory only produced
a handful of cars by the time war started in 1939. None were actually delivered to any holder of
the completed saving stamp books, though one Type 1 Cabriolet was presented to Hitler on 20
April 1938 (his 49th birthday).
At the times of 1st world War, Volkswagen War meant production changed to military vehicles,
the Type 82 Kbelwagen ("Bucket car") utility vehicle (VW's most common wartime model),
and the amphibious Schwimmwagen which were used to equip the German forces.
By 1946 the factory was producing 1,000 cars a month, a remarkable feat considering it was still
in disrepair. Due to roof and window damage, rain stopped production and steel to make the cars
had to be bartered for new vehicles.
Volkswagens were first exhibited and sold in the United States in 1949, but only sold two
units in America that first year. On its entry to the U.S. market, the VW was briefly sold as a
"Victory Wagon". Volkswagen of America was formed in April 1955 to standardize sales and
service in the United States. Production of the Type 1 Volkswagen Beetle increased dramatically
over the years, the total reaching one million in 1955. Sales soared due in part to the famous
advertising campaigns by New York advertising agency Doyle, Dane Bernbach. Led by art
director Helmut Krone, and copywriters Julian Koenig and Bob Levinson, Volkswagen ads
became as popular as the car, using crisp layouts and witty copy to lure the younger,
sophisticated consumers with whom the car became associated.

Despite the fact it was almost universally known as the Beetle (or the Bug), it was never
officially labeled as such by the manufacturer, instead referred to as the Type 1. The first
reference to the name Beetle occurred in U.S. advertising in 1968, but not until 1998 and the
Golf-based New Beetle would the name be adopted by Volkswagen.
Volkswagen was in serious trouble by 1973. Beetle sales had started to decline rapidly in
European and North American markets. The company knew that Beetle production had to end
one day, but the conundrum of replacing it had been a never-ending nightmare. VW's ownership
of Audi / Auto Union proved to be the key to the problem - with its expertise in front-wheel
drive, and water-cooled engines which Volkswagen so desperately needed to produce a credible
Beetle successor. Audi influences paved the way for this new generation of Volkswagens, known
as the Polo, Golf and Passat.
Volkswagen Golf, sold as the rabbits in USA

While Volkswagen's range of cars soon became similar to that of other large European
automakers, the Golf has been the mainstay of the Volkswagen lineup since its introduction, and
the mechanical basis for several other cars of the company. There have been six generations of
the Volkswagen Golf, the first of which was produced from the summer of 1974 until the end of
1983 (sold as the Rabbit in the United States and Canada and as the Caribe in Latin America). It
would be produced in the United States as the Rabbit until the spring of 1984. The secondgeneration Golf hatchback/Jetta sedan ran from late 1983 to late 1991, and a North American
version produced in Pennsylvania went on sale at the start of the 1985 model year.

In the 1980s, Volkswagen's sales in the United States and Canada fell dramatically, despite the
success of models like the Golf elsewhere. The Japanese and the Americans were able to
compete with similar products at lower prices. Sales in the United States were 293,595 in 1980,
but by 1984 they were down to 177,709.
Volkswagen had entered the super-mini market in 1976 with the Volkswagen Polo, a stylish and
spacious three-door hatchback designed by Bertone. It was a strong seller in West Germany and
most of the rest of Western Europe, being one of the first foreign small cars to prove popular in
Britain. The second generation model, launched in 1981 and sold as a hatchback and "coupe"
(with the hatchback resembling a small estate car and the coupe being similar to a conventional
hatchback), was an even greater success for Volkswagen. It was facelifted in 1990 and was still
selling well after 15 years, when it was replaced by the third generation Polo in 1994.
The Volkswagen New Beetle concept, especially in North America.

In 1994, Volkswagen unveiled the J-mays-designed Concept One, a "retro"-themed car with a
resemblance to the original Beetle but based on the Polo platform. Its genesis was secret and in
opposition to VW management, who felt it was too backward-looking. Management could not
deny the positive public response to the concept car and gave the green-light to its development
as the New Beetle.
The production car would be based on the Golf rather than the Polo, because the Polo frame was
too small for the car to pass crash test standards in the U.S. It has been quite popular in the North
America and is now gaining in the EU.

Volkswagen group the Volkswagen Bora (the sedan, still called Jetta in the USA), New
Beetle, SEAT Toledo, SEAT Len, Audi A3, Audi TT and Skoda Octavia. However, it was beaten
into third place for the 1998 European Car of the Year award by the winning Alfa Romeo 156
and runner-up Audi A6.
In the late 90s Volkswagen acquired the three luxury brands Lamborghini (through Audi),
Bentley and Bugatti which were mainly due to Ferdinand Piech and added to the group
portfolio. Volkswagen in 2005, despite challenges, still maintained North American sales of
224,195a dramatic increase from the low in 1993 when US sales totaled only 49,533 vehicles.
VW plans to close out the decade with the release on several new vehicles worldwide and a
barrage of advertising.
The Fifth-Generation Golf

Volkswagen is recognized as one of the leading small diesel engine manufacturers, and is
partnering with Mercedes and other companies to market BlueTec clean diesel technology,
calling it Blue-Motion. Volkswagen has offered a number of its vehicles with a TDI
(Turbocharged Direct Injection engine), which lends class-leading fuel economy to several
models. According to the United States Environmental Protection Agency, four of the ten most
fuel efficient vehicles available for sale in the U.S. in 2004 were powered by Volkswagen
diesel engines.

Electric and alternative fuel vehicles:

Clean diesel

A Blue Motion Volkswagen Polo

Volkswagen has been selling clean diesel-powered engines for the European market since 2003.
VW developed Turbocharged Direct Injection (TDI) technology for diesel engines, and it
offers a wide array of TDI powertrains. Volkswagen is also developing hybrid technology for
diesel-electric. A VW Golf turbo-diesel hybrid concept car was exhibited in the 2008 Geneva
Motor Show, which has a fuel economy of 70 mpg (3.3 liters per 100 km).
Electric vehicles:
Volkswagen and Sanyo have teamed up to develop a hybrid vehicle battery system. Volkswagen
boss Martin Winterkorn has confirmed the company plans to build compact hybrid vehicles.
There will definitely be compact hybrid models, such as Polo and Golf, and without any great
delay, with gasoline and diesel engines.

Flexible-fuel vehicles

The 2003 VW Gol 1.6 Total Flex was the first full flexible-fuel vehicle launched in Brazil,
capable of running on any blend of gasoline and ethanol (E100).

NINE AUTOMOTIVE COMPANIES OF VOLKSWAGEN

AUDI:
99.55% ownership; the Audi marque is the sole active brand of the former Auto Union, bought
from Daimler-Benz on 30 December 1964.

AUTOMOBILE LAMBORGHINI:
100% ownership by Audi AG; company was bought in June 1998.

BENTLEY MOTORS LIMITED:

100% ownership by Volkswagen AG; the company (at the time known as Rolls-Royce &
Bentley Motors Ltd.) was bought on 28 July 1998 from Vickers, but did not include the 'RollsRoyce' brand name. The Rolls-Royce marquee was subsequently restarted by BMW who had
licensed the brand from Rolls-Royce plc.

BUGATTI AUTOMOBILES:
100% ownership via the Volkswagen France subsidiary of VWAG, Bugatti Automobiles SAS
was created after Volkswagen purchased the right to the Bugatti marque.

SEAT:
Initially cooperation agreement with Audi AG, 51% (1986) and 100% ownership by the VW
Group since 1990, and was the first foreign subsidiary in the VW Group.

SKODA AUTO:
100% ownership since 1999.

VOLKSWAGEN PASSENGERS CARS:

100% ownership.

Volkswagen Commercial Vehicles (VWCV) or 'Volkswagen Nutzfahrzeuge (VWN) (German)

100% ownership; started operations as an independent entity in 1995. VWCV/VWN is in
charge of all commercial vehicle developments within the Group and has control over Scania and
is a shareholder in MAN AG.
SCANIA AB:
70.94% of voting rights as at 27 February 2009.

Current Volkswagen models

EuropeCaddy Life
Eos
Fox.
Golf Mk6
Golf Plus
Golf Variant
Jetta Mk5
Multivan
New Beetle
New Beetle Convertible
Passat Mk6
Passat CC
Phaeton
Polo Mk4F
Scirocco
Sharan.
Touran
Tiguan
Touareg

VOLKSWAGEN IN INDIA
Recently Volkswagen paved the way for sustainable market activities in India. With the
investment agreement signed at the end of 2006 the brand sets a new course that unites two
success stories Volkswagen and India.
Volkswagen AG is to build a new production plant in Pune in the Indian state of Maharashtra.
With investment totaling some 410 million euros, a full production plant with a press shop, body
shop, paint shop and assembly lines is to be built on the 230 hectare site in the Chakan industrial
park near Pune. The German brand and Europes largest automotive manufacturer will be
entering the Indian market to meet the rapidly growing demand for mobility. Volkswagen will be
developing a vehicle in the foreseeable future specifically tailored to the needs of the Indian
market offering all the features of a genuine Volkswagen.
For the first step the Volkswagen brand will bring locally produced vehicles to the Indian market
up from the third quarter of 2007. To accompany the growing supply of Volkswagen Passenger
Cars, the Group has established a separate Indian sales company in 2007, initially for
Volkswagen as well as for Audi. Volkswagen Group Sales India Private Limited registered in
Mumbai

will

distribute

locally

manufactured

and

imported

vehicles

in

India.

Thus, Volkswagen can bring one of it's upper-premium sedan as the first locally produced vehicle
to the Indian market. In April 2006, Volkswagen produced the 14 millionth of its bestseller. The
Passat has become the very image of automotive progress, representing what Made in
Germany means. This long-term success is confirmed by numerous accolades from experts,
journalists and customers who have put the car through its paces in recent months. This image is
characterized by vehicle size, drive technologies, safety features such as airbags, ABS and ESP
in addition to quality details including galvanized bodies. Imported vehicles such as the premium
Sports Utility Vehicle Touareg will complement the range.

Current Existing Dealers in India

Ludhiana - Prestige Motors, Lally Motors India Private Limited.

Ahmedabad - Volkswagen Ahmedabad Automark Motors Pvt. Ltd.
Bangalore - Elite Motors Pvt. Ltd.
Bangalore - Volkswagen Palace Cross.
Chandigarh - Genuss Motors, Swami Automotives Pvt.Ltd.
Cochin - Volkswagen Cochin EVM Motors & Vehicles India Pvt. Ltd.
Chennai - Volkswagen Chennai ABRA Motors Private Limited.
Coimbatore - Volkswagen Coimbatore Ramani Cars Private Limited.
Delhi - DD Auto world Private Limited.
Delhi - Kashyap Vehicle Works Private Limited.
Delhi West - Volkswagen Delhi West World class Automobiles Pvt. Ltd.
Goa - Volkswagen Goa Caulo Automotive Pvt. Ltd.
Hyderabad - Orion Motors.
Jaipur - Volkswagen Jaipur Tanya Cars Pvt. Ltd.
Kolkata - Volkswagen Kolkata OSL Exclusive Pvt. Ltd.
Mumbai - Volkswagen Downtown Mumbai.
Mumbai Mody Auto Motors Mumbai North.
Pune - Volkswagen Pune Vidyut Motors Pvt. Ltd.
Surat - Volkswagen Surat Navjivan Auto Square Pvt. Ltd

INTRODUCTION TO MODY AUTO MOTORS

Volkswagen Mumbai North (Mody Auto Corp Pvt. Ltd.)
Volkswagen Mumbai North is a unit of Mody Auto Corp Private Limited, founded in the year
2014. This is also a part of Mody Group which is an authorized dealer for New Cars Sales, Pre
owned car sales & service provider for Volkswagen Passenger Cars in Mumbai. Volkswagen
Mumbai North committed to offer optimum customer satisfaction by providing quality of
products and unmatched service experience. Volkswagen Mumbai North thanks to its innovative
team of professionals & their customers.
Vision:
To be the most admired auto retail company in south by delighting our customers. To be the
industry bench mark in terms of customer satisfaction, business process & performance results,
thereby adding value & prosperity to all who are associated with the company.
Mission:
To consistently delight our customers and build lasting relationship through our business
processes which are driven by motivated and empowered team. To create a seamless organization
that encourages listening, learning, innovation & employee growth inline with Mody Group core
values.
Strategy:
A long-term strategy is being the leading benchmark company in the Indian auto motive market
by constant investments in our people and facilities.
Quality Policy:
Mody Auto Motors are fully committed towards total customer satisfaction. We
believe in continual professional improvement. Hence we keep updating our systems and
facilities to offer the very best for:
Total Commitment to customer satisfaction.
Focus on employees involvement and improve retention.
Work professionally and honestly.

Mody Auto Motors Sales:

Highly qualified Sales Team is ready to advise customers on any specific want and need that
would require and will assist in making the right choices.
MODY AUTO MOTORS offers all facilities that are required by todays demanding customers.
In sales a good inventory of cars so that one can see, test drive (including door step test drive)
and select their desired model and color. With Volkswagen Genuine Accessories.
They have a wide range of products from car accessories up to the unique Volkswagen Clothing
and sportswear. Trade-in facility this is also the best place in town to buy quality used cars,
excellent finance options are also available with low EMIs, cash less facility for insurance, a
wide range of genuine Volkswagen accessorys to customize the car the way customers like, air
conditioned customer lounge overlooking the service area so one can view their car being
serviced, service van fully equipped with tools and equipments ready to provide doorstep service
as and when required.
These are among just a few facilities offered at all Mody Auto Motors dealerships. For a great
car buying experience just visit the nearest Mody Auto Motors dealership.

PRODUCT PROFILE FOR MODELS AVAILABLE IN INDIA

PASSAT

TECHNICAL SPECIFICATIONS

Vehicle Model

Passat TDI 2.0 Exclusive

Engine Type
Displacement(liters/cc)
Max. Torque(NM at RPM)
Transmission
Bore/Stroke(mm)
Max. Power output(kw(PS) @ RPM
Emission Category

4-cylinder diesel engine

2.01/1968cc
320/1750-2500
6 speed DSG-direct shift gearbox
81/95.5
103(140) at 4000
Euro 4

Price

2518279

JETTA

TECHNICAL SPECIFICATIONS

Vehicle Model

Jetta 1.6 L (Petrol)

Jetta 1.6 L TDI (Diesel)

Jetta
1.9
L
TDI
(Trendline)/Comfortline
diesel 4-cylinder diesel engine

Engine Type

4-cylinder
engine
Displacement(liters/cc)
1.6/1595cc
Max. Torque(NM at RPM)
148/3800
Transmission
5 speed manual
gearbox
Max. Power output(kw(PS) @ 75(102) at 5600
RPM
Price
1,335,851

1.9/1896cc
250/1900
5 speed manual /6 speed
automatic DSG gearbox
77(105) at 4000
1,463,613/ 1,713,646

TOUAREG

TECHNICAL SPECIFICATIONS

Vehicle Model
Engine Type

Touareg 3.0 V6 TDI

6-cylinder Vturbo
diesel
Displacement(liters/cc)
3.0/2967
Max. Torque(NM at RPM)
550/2250-2500
Bore/Stoke mm
83.0/91.4
Compression Ratio
17.0:1
Max. Power output(kw(PS) @ 176@4000-4400
RPM
Fuel Type
Diesel 51CZ

Touareg 5.0 V10 TDI

10-cylinder V bi-turbo
diesel
5.0/4921
750/2000
81.0/95.5
18.5:1
230@3750
Diesel 51CZ

VOLKSWAGEN POLO

TECHNICAL SPECIFICATIONS

Seating Capacity

5 Person

Displacement

1198 cc

Fuel Type

Petrol

Max Power

74 bhp @ 5400 RPM

Max Torque

110 Nm @ 3750 RPM

Mileage (ARAI)

16.47 kmpl

Alternate Fuel

Not Applicable

Transmission Type

Manual

No of gears

5 Gears

VOLKSWAGEN VENTO

TECHNICAL SPECIFICATIONS

New Vento petrol

New Vento Diesel

1.6-liter
petrol(105PS/153Nm)

16.09
kmpl

1.5-liter TDI (105PS/250Nm)

(manual)

20.64
kmpl

1.2-liter TSI
(105PS/175Nm)

18.19
kmpl

1.5-liteTDI(Auto)

21.5
kmpl

Competitors Of Exiting Volkswagen In India

COMPETITORS OF JETTA (14-18 LAKHS)
HONDA CIVIC
HYUNDAI SONATA
SKODA OCTAVIA
SKODA LAURA
TOYOTA CORROLA ALTIS
FIAT 500
COMPETITORS OF PASSAT (24 LAKHS)
TOYOTA CAMRY
HONDA ACCORD
BMW 3SERIES
SKODA SUPERB

OBJECTIVES OF THE STUDY

The study has been under taken to analyze the customer profile and mapping to understand the
consumer behavior regarding automobile sector.
OBJECTIVES

To know the customer profile.

To analyze the exact segregation of the car industry of Mumbai.

To know at which geographical segment the potential customer exist.

To know the consumer behavior regarding cars on following parameter:-

(a) To analyze the factors that influence the customer before buying a car.
(b) To find out the replacement pattern of customers.
(c) To find out the purchase pattern.

RESEARCH METHODOLOGY
A research process consists of stages or steps that guide the project from its conception through the final
analysis, recommendations and ultimate actions. The research process provides a systematic, planned
approach to the research project and ensures that all aspects of the research project are consistent with
each other. Research studies evolve through a series of steps, each representing the answer to a key
question.
This chapter aims to understand the research methodology establishing a framework of evaluation and
revaluation of primary and secondary research. The techniques and concepts used during primary
research in order to arrive at findings; which are also dealt with and lead to a logical deduction towards
the analysis and results.
RESEARCH DESIGN
I propose to first conduct a intensive secondary research to understand the full impact and implication of
the industry, to review and critique the industry norms and reports, on which certain issues shall be
selected, which I feel remain unanswered or liable to change, this shall be further taken up in the next
stage of exploratory research. This stage shall help me to restrict and select only the important question
and issue, which inhabit growth and segmentation in the industry.
The various tasks that I have undertaken in the research design process are:
Defining the information need.
Design the exploratory, descriptive and causal research.

RESEARCH PROCESS
The research process has four distinct yet interrelated steps for research analysis. It has a logical and
hierarchical ordering:

Determination of information research problem.

Development of appropriate research design.

Execution of research design.

Communication of results.

Each step is viewed as a separate process that includes a combination of task , step and specific
procedure. The steps undertake are logical, objective, systematic, reliable, valid, impersonal and
ongoing.

EXPLORATORY RESEARCH
The method I used for exploratory research was:

Primary Data

Secondary data

PRIMARY DATA
New data gathered to help solve the problem at hand. As compared to secondary data which is
previously gathered data. An example is information gathered by a questionnaire. Qualitative or
quantitative data that are newly collected in the course of research, Consists of original
information that comes from people and includes information gathered from surveys, focus
groups, independent observations and test results. Data gathered by the researcher in the act of
conducting research.

This is contrasted to secondary data, which entails the use of data gathered by someone other than
the researcher information that is obtained directly from first-hand sources by means of surveys,
observation or experimentation. Primary data is basically collected by getting questionnaire filled by the
respondents.

SECONDARY DATA
Information that already exists somewhere, having been collected for another purpose. Sources include
census reports, trade publications, and subscription services.
There are two types of secondary data:

Internal and external secondary data.

Information compiled inside or outside the organization for some purpose other than the current
investigation Researching information, which has already been published? Market information
compiled for purposes other than the current research effort; it can be internal data, such as existing
sales-tracking information, or it can be research conducted by someone else, such as a market research
company or the U.S. government. Secondary source of data used consists of books and websites. My
proposal is to first conduct a intensive secondary research to understand the full impact and implication
of the industry, to review and critique the industry norms and reports, on which certain issues shall
be selected, which I feel remain unanswered or liable to change, this shall be further taken up in the next
stage of exploratory research.
DATA COLLECTION
Data collection took place with the help of filling of questionnaires. The questionnaire method has come
to the more widely used and economical means of data collection. The common factor in all varieties of
the questionnaire method is this reliance on verbal responses to questions, written or oral. I found it
essential to make sure the questionnaire was easy to read and understand to all spectrums of people in

the sample. It was also important as researcher to respect the samples time and energy hence the
questionnaire was designed in such a way, that its administration would not exceed 4-5mins.
These questionnaires were personally administered. The first hand information was collected by making
the people fill the questionnaires. The primary data collected by directly interacting with the people.
DETERMINING THE SAMPLE PLAN AND SAMPLE SIZE
TARGET POPULATION
It is a description of the characteristics of that group of people from whom a course is intended. It
attempts to describe them as they are rather than as the describer would like them to be. Also called the
audience the audience to be served by our project includes key demographic information (i.e.; age, sex
etc.).The specific population intended as beneficiaries of a program.
The target population is the population I want to make conclude an ideal situation; the sampling frames
to matches the target population. A specific resource set that is the object or target of investigation. The
audience defined in age, background, ability, and preferences, among other things, for which a given
course of instruction is intended.
I have selected the sample trough Simple random Sampling.
SAMPLE SIZE
This involves figuring out how many samples one need. The numbers of samples you need are affected
by the following factors:

Project goals

How you plan to analyze your data

How variable your data are or are likely to be

How precisely you want to measure change or trend

The number of years over which you want to detect a trend

How many times a year you will sample each point.

I have targeted 530 people for the purpose of the research. The target population influences the sample
size. The target population represents Mumbai region. The people were from different professional
backgrounds. The details of our sample are explained in chapter named primary research where the
divisions are explained in demographics section.

RESEARCH DESIGN
Research design is a conceptual structure within which research was conducted. A research design is the
detailed blueprint used to guide a research study towards its objective. It is a series of advanced decision
taken together comprising a master plan or a model for conducting the research in consonance with the
research objectives. Research design is needed because it facilitates the smooth sailing of the various
research operations, thereby making research as efficient as possible yielding maximum information
with the minimum effort, time and money.

ANALYSIS
ANALYSIS HAS BEEN DONE BY TWO METHODS
1. GRAPHICAL METHOD
2. PERCENTAGE METHOD

Type of the business

Manufacturer

Trading

Service

No. of respondents

412

81

37

Percentage

78%

15%

7%

Interpretation

Type of
Business

From this analysis it came to know that in Mumbai the 78% of the business is
manufacturing, 15% business is trading and 7% business is service. It means the
Mumbai industry is a manufacturing industry.

Location of industries
Location
No. of
respondents
Percentage

Ind.
Area
299

Focal
point
192

Pune

56%

36%

8%

39

Interpretation
From this analysis it came to know that most of the industry of Mumbai is
concentrated around focal point area (36%) and industrial area (56%) and the then
Pune (8%).

Type of manufacturing industry

Type of
Manufacturing
industry
No. of industries

Cycle
parts

Auto parts

Hosiery &
dyeing

Forging

Others

130

83

72

51

76

Percentage

32%

20%

18%

12%

18%

Interpretation
From this analysis it came to know that in Ludhiana the 32% industry is cycle
industry and then followed by Auto parts industry (20%), Hosiery (18%) and rest
by others industries.

Percentage of various car companies

Preferred Brand

Maruti

Hyundai

Honda

Tata

Toyota

Others

No. of cars

362

126

144

109

75

115

Percentage

39%

14%

15%

12%

8%

12%

Interpretation
From this analysis it came to know that 39% of the domestic car market is owned
by maruti and then followed by Honda (15%), Hyundai (14%), Tata (12%), Toyota
(8%) and others (12%).

Price wise Distribution of cars

Price range of
cars
No. of cars

3-7lakhs

7-12lakhs

12-20lakhs

20-30lakhs

30+lakhs

449

352

84

22

24

Percentage

48%

38%

9%

2%

3%

Interpretation
From this analysis it came to know that the cars with range 3-7lakhs holds 48% of
the market while the cars with range 7-12lakhs holds 38% of the market and rest of
the market is holed by other range of cars. Which means most of the market is hold
by 3-7lakhs and 7-12lakhs cars.

Mode of Purchase
Mode of Purchase
No. of respondents
Percentage

Cash
122
23%

Finance
408
77%

Interpretation
From this analysis it came to know 77% of customer prefers to purchase cars on
finance due to various reasons. And this ratio also show the purchasing power of
the customer.

Preferred Bank for Finance

Total no. of respondents-290
Preferred Bank

ICICI

HDFC

Nationalized

Any other

No. of
respondents
Percentage

90

55

84

61

31%

19%

29%

21%

Interpretation
From this analysis it came to know 31% of people prefer ICICI bank, 29% of
people Nationalized bank, 19% of people prefer HDFC bank and 21% of people
prefer others bank for financing the cars. Hence ICICI is the prior option chosen by
the customers to finance their cars.

CONCLUSION
The above study shows that Mumbai industry is manufacturing industry and most of the industry
resides in focal point and industrial area. In manufacturing industry cycle industry, auto parts
industry and hosiery industry are major industries. And among car companies maruti holds the
major part of the market followed by Hyundai, Honda, Tata and then other companies. And most
number of cars hold by customers are in the range 3-7lakhs (35%) and then 7-12lakhs range.
Most of the customers (77%) prefer to purchase cars on finance. Most customers change their
cars after 3-4 year interval. As this result may not be suitable to all the regions of the country
because of the culture, standard of living and volume of the market. The research concludes that
Volkswagen have great opportunity to penetrate in the market.

LIMITATIONS OF THE RESEARCH PROJECT

The research study suffers from following limitations:

The Mumbai market was too vast and it was not possible to cover each and every
customer in the available short span of time.

Generally, the respondents were busy in their work and were not interested in responding.

Respondents were reluctant to disclose complete and correct information about

themselves and their organization.

Most respondents were reluctant to provide exact information as in why they preferred
particular companys car.

The research was conducted in present prevailing conditions. There can be some
fluctuations in the market, which can offset the findings.

The project is carried out for the period of 45 days only.

Measurement of customer satisfaction is complex subjects, which uses non-objectives

method, which is not reliable.

The sample unit was also 120 respondents.

RECOMMENDATION

Volkswagen should increase their service stations.

Facilities regarding after sales services should be increase.

People were not aware about VW brand, there should be more brand awareness in the
market.

They should increase advertisement activities.

People didnt recognize difference between prestige motors & Prestige Honda, that
should be rectified.

They should promote more road shows in the respective areas.

The company should promote about the entire feature offered by it.

QUESTIONNAIRE FOR THE CUSTOMER PROFILE MAPPING

Name .
Q1: What is your age?
(a) 20-30

(b) 30-40

(c) 40-50

(d) 50+

Q2: Are you a:

(a) Main earning member

(b) Other earning member

Q3: What is your occupation?

(a) Businessman

(b) Salaried

(c) Self Employed

If Businessman
(a) Company Name :
(b) Designation :
(c) Address:
Q4: What type of business are you doing?
(a) Manufacturing

(b) Trading

(c) Service Industry

If Manufacturing:
(a) Cycle parts

(b) Auto parts

(c) Hosiery/Dying

(d) Forging

(e) Any other (specify).

Q5: How many various others units do you have?
Place 1
Place 2

Place 3
Place 4
Q6: What is your monthly household income?
(a) Below 50,000

(b) 50,001-1, 00,000

(c) 1, 00,001-5,00,000

(d)Above 50, 0001

Q7: Number of cars currently owned
Year of Purchase
(a)
(b)
(c)
(d)

..
..
..
..

Make

Model

.
.
.
..

.
.
..
..

Q8: Is your car mainly Chauffeur driven or self driven?

(a) Chauffeur

(b) Self

Q9: What factor do you consider before buying a car?

1

Brand
Styling
Comfort
Space
After sale
services
Building
Quality
Q10: What Budget do you allocate for car?
(a) 2-7lakhs

(b) 7-12lakhs

(c) 12-20lakhs

(e) 30lakhs+

(d) 20-30lakhs

Q11: Do you provide cars to your employees?

(a) Yes

(b) No

Q12: What are the eligibility criteria for giving cars to employees?

(a) Vice President

(b) GM
(c) AGM/DGM
(d) SR Managers/ Managers

Type/Make of vehicle

Eligibility limit

.
.
.
.

.
.
.
.

Q13: Car Registration On:

(a) Company Name

(b) Employee Name

(c) Leasing Co. Name

Q14: What is your mode of purchase?

(a) Finance

(b) Cash

Q15: Which bank do you prefer for finance?

(a) ICICI

(b) HDFC

(c) SBI

(d) Any other

Q16: How frequently do you change your cars?

(a) 0-1yr

(b) 1-2yr

(c) 2-3yr

(d) 3-4yr

(e) >4yr

Q17: what are the criteria for replacement?

Q18: After how much time are you planning to purchase a car?
.

BIBLIOGRAPHY
References
Books:1. C.N. Sontakki, Marketing Research, Himalaya Publishing House, New Delhi, 2006.
2. C.R. Kothari, Research Methodology Methods and Techniques, New Age International
(Pvt.) Ltd., publishing New Delhi, 2004.
3. Churchill, Gilbert and Dawn Iacobucci, Marketing Research Methodological Foundations,
South-Western, Thomson Learning, 2002.
4. Crosby, Philip, Quality is free: The art of making quality certain, McGraw Hill Custom
Publishing, 1978.
5. Dr S.C.Gupta, Statistical Methods, Sultan Chand & Sons Educational Publishers, New
Delhi, 2006.
WEBSITES:http://www.volkswagen.co.in
http://www.volkswagenmumbainorth.com
http://www.automobile.com
http://www.google.com
Magazines: Autocar.
OverDrive.
Staff Of The Mody Auto Motors.