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COMPANY PROFILE

Force Motors Limited is an Indian automotive company founded in 1958 and the founder of the
company was late shri N.K. Firodia who was a freedom fighter. Headquarter of the company is
in Pune (Maharashtra). From 1958 to 2005 the company was known as Bajaj Tempo Motors.

Force Motors ranks in 2016 was 327th amongst India’s 500 Companies.

DR. ABHAY FIRODIA GROUP

FORCE

MAN JAYA HIND

(TRUCKS) (MERCEDES)

JAYA HIND
MONTUPET INDIA
MORTOCOP
(RR) PVT.LTD (BMW)

Firodia group of force motors.

The Company is working on three segment:-

1. Commercial vehicle department (CVD). -In the CVD the company have product like
cargo king, trax, monobus, traveler, ambulances…

2. Personal vehicle department. -In the personal vehicle department the company have
GURKHA, FORCE ONE etc…
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3. Agricultural vehicle department. -In agriculture department the company have

BALWAN and SHAKTIMAN TRACTORS.

COMMERCIAL VEHICLE

PERSONAL VEHICLE
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AGRICULTAR
VEHICAL

In the year 1959, the company started their manufacturing of Tempo-3 wheeler in a small
plant at Goregaon (Mumbai). In the year 1961, the company acquired around 1502 acres of
land in Akrudi near Pune and in the year 1964 the company transferred their production
facility in to Pune.

In the year 1969 the company started manufacturing of Matador diesel light commercial
vehicle. In the year 1975, they increased the manufacturing capacity to 12,000 vehicles per
year.
In 1987 the company set up a new plant at Pithampur in Madhya Pradesh, for the production
of Tempo Traveller and they increased the licensed capacity from 30,000 to 50,000 per
annum including 5,000 three-wheelers.

And In the year 1990, the company started a new commercial tool room at Akurdi, equipped
with the latest CNC 3 dimension dies sinking equipment and capable of manufacturing large
panel dies for bodies. They also started a CAD/CAM facility for managing the tool room
activity.
In the year 1991, the company introduced the new models of Tempo Trax called Challenger
and Town & Country in the market. And In the year 1995, the company increased the
licensed capacity increased from 50,000 to 60,000 number of automobiles per annum. In the
year 1996, they introduced a new range of Three Wheelers - MINIDOR - pick up and auto
rickshaw.
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And In 1997, the company enters in the field of agricultural tractors with BALWAN.
And In the year 1999 the company introduced a light commercial vehicle. These vehicles
with their superior aggregates represent the latest generation of LCVs in India.

MAN(Truck)
In the year 2004, the company formed a new alliance with MAN, This alliance enabled the
company to produce trucks that have latest technology and possess highly reliable engines. In
September 2004, this agreement enabled the company to acquire both product and process
technology.
The company changed their name form Bajaj Tempo Ltd to Force Motors Ltd with effect
from May 12, 2005. In May 2005, the company entered into an agreement with
DaimlerChrysler AG for sourcing the technology for G32 Gear box. In June 2005, they
entered into an agreement with MAN to source technology for Heavy Duty Planetary Rear
Axles.
In April 2006, the company signed a joint agreement with MAN for manufacture and sale of
heavy commercial vehicles. They established a new plant at Pithampur for manufacturing of
heavy commercial vehicles. MAN Force Trucks Pvt Ltd, a subsidiary company, was formed
during the year. As per the agreed arrangement, MAN holds 30 per cent of the equity of this
subsidiary company whereas 70 per cent of the equity was owned by the company.
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TRAVELLER (WHITE) SEGMENT

T1 T2

WB-3050 WB-3350 WB-3700 WB-4020 WB-4020 (6 WHEELS)

2 2.5 3 3.5 3.5

WINDOW WINDOW
WINDOW WINDOW WINDOW

13+D 14+D 17+D 20+D 26+D

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INTRODUCTION OF TOPIC

Marketing Support Service provides the capacity to support marketing activities and increase the
marketing efficiency of market. It corporate marketing activities such as Conference, Webinar
and Sales Roads Shows. Marketing Support Service could be greatly enhanced by making
effective Telephone Calls, Fax, E-mails prior, during and post the activity. Marketing Support
Service allows directing effort where it counts and accelerating successful campaign, adding
rapid capacity to existing marketing teams.

Example of marketing support…..

Back office - The back office is the portion of a company made up of administration and
support personnel who are not client-facing. Back-office functions include settlements,
clearances, record maintenance, regulatory compliance, accounting, and IT services.

1. Get on the Phone and Call– An efficient business telephone system streamlines good
communication between organization and customers. The telephone offers a faster
interaction than email, is more personal, and easy and quick to use.
2. Meeting with Customers - Meeting Customer Needs. Meeting customer needs is crucial
for any business looking to retain and attract new customers. Because knowledge about
what your customer needs from you is only as good as the way you use it.
3. Taking appointment – in this busy schedule day if we have to fix meeting with any
customer, client in any organization then we have to take appointment by calling or
mailing.
4. Data Warehousing - A data warehousing is defined as a technique for collecting and
managing data from varied sources to provide meaningful business insights. The data
warehouse is the system which is built for data analysis and reporting.

5. Send quotation of product - In business, a quotation is a document that a vendor or

service provider would give to a customer to describe specific goods and services that
they may provide and its cost.
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Quotation sent to customer

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LITRETURE REVIEW

PEDERSON, WRIGHT & WEITZ, (1988)

RESEARCH Industry HDFC Sec Scrip Code CMP Recommendation Sequential Targets Time
Horizon Automobile FORMOTEQNR Rs. 2954 Buy at CMP and add on dips between Rs.2632-
2750 band Rs. 3275 & Rs. 3510 2-3 quarters Company Profile Force Motors Ltd is a Pune
based company engaged in the manufacture of LCVs, SCVs, utility vehicles, agricultural tractors
and other products related to automobile industry such as diesel engines. It has currently five
plants in India, one each in Akurdi, Pune; Pithampur, Madhya Pradesh; Pune; Mahindra World
City, Tamil Nadu and Chakan, Pune. Force Motors established in 1958 by Shri N. K. Firodia
could be a totally vertically integrated automobile company, with expertise in design,
development and manufacture of the full spectrum of automotive components, aggregates and
vehicles. Force Motors (formerly known as Bajaj Tempo) started production of HANSEAT
3‐wheelers in collaboration with Vidal & Sown Tempo Worker Germany. The company played a
pioneering role in the light commercial transport industry in India with iconic brands like the
Tempo, the Matador and the Traveller. Its range includes Trump small commercial vehicles, Tax
multi-utility and cross-country vehicles, Traveller light commercial vehicles/mini buses and the
Balwan range of Agricultural Tractors. Force Motors has also entered into the personal vehicle’s
arena with the launch of a genre leading sports utility vehicle, the FORCE ONE in August
2011.The Extreme Off‐Roader Vehicle; Ghurkha is the second vehicle to be launched under the
Personal Vehicles Division. Force Motors enjoys more than 75% market share in the less than
five-tone category, even as its two main competitors Mahindra Tourister (10% market share) and
Tata Motors (15% market share) are de-growing. The reason for Traveller’s success apart from
its versatility is its Monologue design structure (normally seen in cars and SUV’s but rarely in
buses) which leads to better performance, road dynamics, and fuel efficiency and guarantees a
superior and comfortable ride. FML is among the largest ambulance makers in the country and
had registered a growth of almost 12% in this segment in FY15. Currently, automobile parts
contribute half-hour to total revenue and automotive sales contribute sixty-eight. Over the next
five years, this ratio could change to auto components contributing 50% and automotive
contributing only 48% of the total revenue.
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Parshar, R, (1995) case study of force motors, training and development

(STREATEGIC MARKETING)

According to the Michel Armstrong (Source: A Handbook of Human Resource Management

Practice, Koran Page, 8thEd. 2001), “Training is systematic development of the knowledge,
skills and attitudes required by an individual to perform adequately a given task or job”.
According to the Edwin B Flipped (Source: Personnel Management, McGraw Hill; 6thEdition,
1984), “Training is the act of increasing knowledge and skills of an employee for doing a
particular job.” The term ‘training’ indicates the process involved in improving the aptitudes,
skills and abilities of the employees to perform specific jobs. Training helps in updating old
talents and developing new ones. ‘Successful candidates placed on the jobs need training to
perform their duties effectively’. Cary Cheeriness ET. Al. In the year (2010) has done their
research in the topic “PROCESS DESIGNED TRAINING: A NEW APPROACH FOR
HELPING LEADERS DEVELOP EMOTIONAL AND SOCIAL COMPETENCE” and they
have evaluated the effectiveness of a leadership development program based on International
Organization for Standardization (ISO) principles. The program utilized process-designed
training groups to help participants develop emotional and social competence. The study
involved 162 mangers from nine different companies in a random assignment control group
design. There were nine different groups with nine managers in each group. Each group was
required to follow the identical process. His results indicated that after two years the intervention
group had improved more than the controls on all Emotional Competence Inventory variables.
The paper offers recommendations for future research on the mechanisms underlying the
process-designed group strategy and contextual factors that optimize results. This paper
describes a leadership development strategy that appears to be more economical and consistent
in its delivery than traditional approaches such as workshops or executive coaching. Although
ISO principles are utilized widely in the business world; this is the first study that has used this
approach in the design and delivery of management development.
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Dr. S. shajahan, 2005 (service marketing)

The inseparable nature of servicers means that the human element forms an intrinsic part of the
service package. People make the difference in services marketing. A Gallup survey of 6000
consumers in US recently found that “people” the fifth “P” of the marketing mix, is by far the
most important determinant of customer brand loyalty. Several research studies have found that
positive contact between customers and employees usually had a greater impact on customer
loyalty than advertising. When consumers were asked to rat the extent to which different
attributes contributed to creating a customer experience that drives loyalty, “people” was ranked
first.

Service employees can divided into two categories: support personnel and customer contact
personnel. Support personnel are seldom seen by the customer. Customer contact employees are
the interface between the service organization and its customers. These employees are the once
customers see and the ones with whom they interact. The quality of the functional component of
service quality is primarily determined by customer contact employees because they are more
aware of the customer’s and needs.

Customer contacts employees in the service industry serve in a boundary spanning role or a rule
linking an organization and members of the environment.

An organization with a hue turnover rate not only experiences the direct costs of recruiting and
training new employees, the organization also bears indirect costs and consequences, such as
disruption of the employee team with whom the departing employee was working. It disrupts the
establishment’s productivity because the new employee will need time to reach the productivity
level of the former employee.

In service job firms must be aware of five important motivational job characteristics. These
characteristics are.

1. Skillvariety.2.task identity. 3.talk significance., 4.autonommy., 5.feedmack., 6.empathy.

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George E. belch, Michael A. belch, 2010 (advertising and promotion)

The role of direct marketing…

Sometimes the ad supports the direct selling effort. For example, Victoria’s secret runs image ads
and commercials to support its store and catalog sale. Both Marlboro and Benson and Hedges
advertise their cigarettes, achieving a carryover effect of their image to their direct response
merchandise catalogs. Direct response ads or infomercials are also referred to in retail outlet
displays. Sometimes an advertisement will be sent through direct mail.

Public relation activities often employ direct response techniques. Private companies may use
telemarketing activities to solicit funds for charities or co-sponsor charities that use these and
other direct-response techniques to solicit funds. Likewise, corporations and/or organizations
engaging in public relations activities may include toll-free numbers or website URLs in their
ads or promotional materials.

Telemarketing and direct selling are two methods of personal selling. Nonprofit organizations
like charities often use telemarketing to solicit funds. As you will see, for profit companies are
also using telemarketing with much greater frequency to screen and quality prospects (which
reduces selling costs) and to generate leads.

Adding a promotional product to a direct mailer has proved to increase response rates. One
company included a promotional product in half of its 10,000 mailers and not in the other half.
The former generated 65 percent more orders. 3M used a promotional product as an incentive for
people responding to a direct-mail offer. The generated a 23 percent response rate versus only 9
percent for the regular mailer.
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A sindhu, 2011 (marketing and marketing mix)

Marketing is a very important activity for the organization. In marketing a lot of sub activities
are performed. Marketing includes the activities like identification of demand, research, market
segmentation, product development, launching of products, modification of products, deletion of
products, product design, pricing, different types of pricing, promotion of products and services,
sales promotion, personal selling, publicity, public relations, adverting, distribution of products
and services, consumer behavior, internal and international market coverage, branding,
packaging, labelling and many other activities. It is very difficult to have clear idea regarding
marketing activities. For easy understanding and proper planning of activities, the marketing
activities are divided into four areas for products. These are product, pricing, promotion and
placement. For services the groups include product, price, promotion, placement, people, process
and physical evidence. In the research study the topic is related to promotion of products. The
focus is there on promotional activities of the products in FMCG sector in India and mainly sales
promotion strategies of the companies dealing in FMCG products in the markets. Every company
is interested to market its products or services to earn its profit. For this promotion the awareness
is to be created among the customers. Without creating awareness the customers would not come
to know about the company existence in the markets, products and services they produced and
features of their products and services. The messages regarding the products, company, features
of their products and services are to be communicated by using different promotion methods.
One of the methods is sales promotion and it covers the scope of the study.

Elements of Marketing Mix-

Marketing mix is the combination of the elements of marketing and what roles each element
plays in promoting products and services and delivering those products and services to the
customers. The elements of the marketing mix are also referred to as the 5 P's of marketing. In
the beginning for years together marketers accepted the 4 P's of marketing. The experts have
added the fifth P recently and hat is people. Now, there are five P”s of marketing mix. These Ps
are called elements of marketing mix.

1. Product 2.price 3.promotion 4.place 5.people.

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Process description

Searching the
Find the area (KEC) Select sub-area
corporate/company

Select the Explain about product

corporate Visiting the corporate
and DTP

Send quotation/date Doing DTP

Feedback fix of DTP
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Process

1. Find the area- we were allotted the area by our superior for visiting the particular location
where we had to find the all corporate/ company that provides vehicle for their employee.

2. In that area we had to find sub-area where we had to visit for our prospects.

3. In that sub-area we had to find out a particular company/corporate where our prospects
can be generate.

4. After reaching the company we had to meet with fleet manager or concern person and get
information about the corporate, like- employee strength of the company, about traveling
of the company employee, how many and of which company bushes the company have,
email id, phone number, and date of DTP etc…..

5. After taking all information about the company/corporate we had to put all date of the
company in our force motors potential tracking ( database)

6. If the company/corporate is interested about product then send the quotation of the
product.

7. If corporate is interested to conducting DTP then we had to do driver training

programme.
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Delivery process of vehicle

Pre-enquire activity

Enquiry generate

Quotation

Booking

CIBIL
Finance

RTO & inshyorance FI (FIRST INVESTIGATION)

Retail APPROVED

AGREEMENT

D.P. (DOWN PAYMENT)

D.O. (DELIVERY ORDER)

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PROJECT PROFILE

In this project I have covered all the thing that I have done internship for two month that is May
and June, working with force motors under the s.p. automotive (mira road, western express
highway near fountain hotel, 401107).

This two month was very knowledgeable for me and I have learnt many thing about corporate
word. In this two month I had to generate prospects for the company by visiting the many type of
company and corporate and also had to conduct a DTP (Driver training Programme) and also I
have done DTP in Airoliin the company of GHAGARATHI GROUP there were 2700 driver
strength By doing this all I got to chance to visit many type of company, from those I was not
aware before.

Because I like to visit and interact with new people so this internship was according to me that I
wanted. In this two month I spent most of time in marketing support activity where I had to work
on every day basis and the time was 9am – 7pm.

In marketing support activity I had to work with senior sales executive(Samir sir)And in a week
that is every Saturday I had to attend meeting with R.R. Tripathi sir who is Area sales manager
of force motors and with Arshad sir. In marketing support I had to put all data in potential
tracking of force motors that data I used to get from my colleague who were in field, and after
putting all data in potential tracking in every evening I had to do discussion with Samir sir about
the collected data from the field. And every Saturday I had to send mail in corporate, and call for
DTP if anyone interested, And also I had to send quotation of vehicle to interested customer.

Except marketing support activity also I had to go to field work for the generate of prospect for
the company where I had to visit many type of company/corporate and talk with them about the
product (vehicle). And if there were already existing customer of force then I had to take
customer feedback, and all the feedback of the customer I had to discuss with my senior
executive in the meeting.
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Process to visit a customer

1. Select the Area where to visit.

2. Take appointment in the company/corporate.

3. Visit each and every corporate/company where I can get prospect and information about
vehicle.

4. Collecting information of the company like... e-mail, phone no., address, information of
existing vehicle, etc...

5. Filling all the information in potential tracking.

6. Attending meeting with senior executive and discuss about all the information and
feedback.
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Finding, suggestion and conclusion

Finding- In the successful done two month of internship I found that how to work in any
corporate and how to deal and communicate with many type of customer and in this
internship I met with many type of customer where some customer had positive response
and some customer had negative response also. And in the market I also found that some
customer wants to buy product but without fabrication because the customer wants to
fabricate their vehicle from other fabricator. When I asked from customers about it, they
said that they can get same fabrication of their vehicle in lower cost than the company
provide.
And also found the lack of the service from the company, customer says that satisfaction
service is not available by the company, i.e. if any customer’s vehicle gets any problem
then the company don’t give instant service or road service.

Suggestion-In this two month I got many type of feedback from customer and I myself
also observe various type of thing that should be apply by company. First of all I want to
suggest about service of the company because there are lack of service center in Mumbai
so company should expand their service center.
And some time when I used to send quotation of vehicle to customer, that customer
wanted the quotation after discount so there should be also a price strategy for the
customer. Some customer said that the price of the vehicle is high compare to other
company of the same type of vehicle so company should think also about it.
Period of doing of internship I got the many type of competitor of force motor company,
like. TATA, EICHER, SML, ASHOK LAYLAND etc… and when I used to talk the
customer they said that fuel consumption is also high so company should also think over
it. And some customer also said that battery get down fastly when use of AC of the
vehicle, and also the tire of the vehicle is not long lifer.

So I think the advertisement of the company should expand because of the compare of
the other company (TATA, EICHER, SML,) the force motors have not market like these
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company. And if talk about the vehicle up to 20 seater segment than force motors
company have 50% market share and 20-30 seater segment the company have 20%
market share so here need to expand market share. And the company is also going to
lunch a vehicle (monobus) so the company will have to face a strong competition with
competitor so here the company should lunch their bus according to the customer
demand, with new price strategy, and with a proper advertisement.
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Learning experience

In the whole internship of two months with force motors limited my experience was very
knowledgeable and I learnt many things about marketing and corporate world and I sure
that it will help me in future. During the internship I learnt that how to pitch with
different type of customer and also etiquettes of corporate world. And during the
internship I also worked as a market supporter where I had to attend the call, send
quotation, taking appointment for the meeting with customers and also I worked with
senior sales executive and also had to work on computer so I learnt many technical things
also.
I would like to thanks to RPIMS and force motors limited to who given me chance to
work with the company. And also I would like to say that my internship was according to
my choice as I am the marketing specialization student.