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 INSTITUTE OF MANAGEMENT AND TECHNOLOGY Airport Road, Gwalior Submitted To: Submitted By: Mrs. SHAIFALI CHAUHAN DEEPAK CHOUMAL MBA III SEM (2014-2016) 2 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 DEEPAK CHOUMAL Place: Gwalior MBA III Semester 2 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 2 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: ……………… DEEPAK CHOUMAL Place: Gwalior MBA III Semester 2 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 2 CONTENTS Page no. Chapter1 INTRODUCTION TO THE PROJECT 8 EXECUTIVE SUMMARY 9 INTRODUCTION TO AUTOMOBILE HISTORY 13 Chapter2 INTRODUSTION TO VOLKSWAGEN GROUP 17 HISTORY OF VOLKSWAGEN 19 NINE AUTOMOTIVE COMPANIES OF VOLKSWAGEN 25 Chapter3 VOLKSWAGEN IN INDIA 30 INTRODUCTION TO MODY AUTO MOTORS 32 PRODUCT PROFILE FOR MODELS AVAILABLE IN 34 INDIA Chapter4 OBJECTIVES O F THE STUDY 41 RESEARCH METHODOLOGY 42 ANALYSIS 47 Chapter5 CONCLUSION 57 LIMITATIONS 58 RECOMMENDATION 59 QUESTIONAIRE 60 BIBLIOGRAPHY 63 2 2 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 2 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 2 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.