Professional Selling- Saluja (Ford) UNIVERSITY OF THE FRASER VALLEY Page 1 Professional Selling- Saluja (Ford) Bachelor 0f Business Administration Business 221- Professional Selling Instructor‘s name:- Dr. Shyam Vyas Group Project Group Number:- 4 Date of Submission:- March 28, 2012 Date Due: - March 28, 2012 Name Email-Id Phone Number Student Id Gitish Bhalla [email protected] 9888882611 200098591 Aashwin Bhatt [email protected] 9888753888 200068423 Anubhav Beri [email protected] 9780626497 200098441 UNIVERSITY OF THE FRASER VALLEY Page 2 Professional Selling- Saluja (Ford) Table of Contents Page No 1. Acknowledgement 5 2. Objective of Report 6 3. Research Methodology 7 4. About NPS 8 5. Executive Summary 9 6. Company History 13 7. Facts of Ford 15 8. Current Position and Working of Ford 15 9. Products of Ford 16 10. SWOT Analysis 17 11. Customer Analysis 19 12. Competitor Analysis 20 13. Conclusion of Focused group discussion 22 14. 10 Steps of Sales Process 23 I. Prospecting 24 II. Pre-approach 25 III. Approach 26 IV. Presentation 27 V. Trial Close 29 VI. Determine Objections 30 VII. Meet Objections 30 UNIVERSITY OF THE FRASER VALLEY Page 3 Professional Selling- Saluja (Ford) VIII. Trial close 31 IX. The Close 32 X. Follow up 32 15. Annexure 34 a) Map of Chandigarh 34 b) Demographics of Chandigarh 35 c) In-depth interview 1 39 d) In-depth interview 2 40 e) In-depth interview 3 42 f) In-depth interview 4 43 g) In-depth interview 5 44 h) Focused Group discussion 1 45 i) Focused Group discussion 2 48 j) Focused Group discussion 3 50 k) Focused Group discussion 4 52 l) 25 articles on Ford 54 m) 10 articles on Toyota 114 n) 10 articles on Hyundai 134 o) 10 articles on BMW 156 p) Interview with Mr. Gaurav Mishra (Head of sales) at Toyota 176 q) Interview with Mr Mahesh Gupta (Sales Consultant) at Hyundai 177 r) 30 Day Action Plan 177 16. Additional Information (Project on BMW) 179 17. Bibliography 183 UNIVERSITY OF THE FRASER VALLEY Page 4 Professional Selling- Saluja (Ford) Acknowledgement Our group have taken efforts in this project. However, it would not have been possible without the kind support and help of many individuals and many automobile companies. I would like to extend my sincere thanks to all of them. I am highly indebted to Prof. Shyam Vyas for their guidance and constant supervision as well as for providing necessary information regarding the project & also for their support in completing the project. I would like to express my special gratitude and thanks to Mr K.C Pandey (General Manager) and Mr Rajiv Sharma (Finance Manager) of Saluja Ford for giving me such attention and time which really help our group in making our report. My thanks and appreciations also go to my colleague in developing the project and people who have willingly helped me out with their abilities. UNIVERSITY OF THE FRASER VALLEY Page 5 Professional Selling- Saluja (Ford) Objective of the Report Professional Selling Selling is one of many marketing components. The interpersonal communication process in which a seller uncovers and satisfies the needs and wants of a prospect to the mutual, long- term benefit of both parties. The major professional selling topics are organized into ten modules and presented in a logical sequence from the perspective of a professional sales person. Professional selling in India In India professional selling is increasing day by day, as the organised business in India is only 5 percent. Businesses have now started using more ethical ways to do businesses. Moreover, International import and export have being increasing every day. After reading this report a person will get to know about the history of Ford, its current working and its future plan. Moreover, competitor, customer and SWOT analysis with 10 step series of action in professional selling. We have also provided the demographics of Chandigarh and our 30 day action plan. UNIVERSITY OF THE FRASER VALLEY Page 6 Professional Selling- Saluja (Ford) Research Methodology Our group has done both primary and secondary research in making this report. In primary research – I. We went to Ford Motors, Chandigarh 5 times to do in depth Interview. II. We also did 4 Focused group discussions with the customers. III. We also met the employees of Ford motors and gathered much information from them. IV. We also had our interviews with Ford‘s competitors Hyundai and Toyota. In Secondary research – I. We have 25 articles on Ford Motors 10 articles on Toyota and 10 articles on Hyundai. II. We also have population information of Chandigarh, Mohali and Panchkula. III. We also reached the map of Chandigarh with its literacy information and sex ratio. UNIVERSITY OF THE FRASER VALLEY Page 7 Professional Selling- Saluja (Ford) About NPS Our Non Paying Sponsor is K.C Pandey who is th General Manager of Saluja Ford in Industrial Area, Chandigarh. He has done specialisation in marketing and is post graduate. He has been indulge with Saluja Motors since 2007. He has shared many information about the company and its working. UNIVERSITY OF THE FRASER VALLEY Page 8 Professional Selling- Saluja (Ford) Executive Summary The objective of this report is to analyze and evaluate the current Professional Selling scenario and techniques. For the project, we selected Ford Motors and took its non-paying sponsorship from its General Manager Mr. K.C Pandey. Selling is one of the main components of marketing. In India professional selling methods are becoming more commonly as more and more MNC‘s are entering the potential country‘s market. In India unorganised businesses are 95 percent more than the organised. In Canada businesses are more professional as compared to Indian scenario. Nowadays, online selling is also becoming an essential part of selling in Canada as well as in India. Ford India began operations in the year 1995. A year later, South Korea's Hyundai Motors entered the market and didn‘t waste much time targeting the small car sector where formerly state-run Maruti Suzuki had a virtual monopoly. The report provide the in depth information about the strategies and its working of Ford and its competitors. Saluja Ford in Chandigarh is located at Phase-1, industrial area Chandigarh, which is virtually the industrial hub of the city of Chandigarh. The company pays a rent of Rs 200000 per month. They have their plant in Chennai and its Head office in Delhi. We got to know that the main competitors of Ford in India are Maruti, Toyota and Hyundai. The training period for the employees of Ford is of 3 months respectively in which they train their employees by giving its employees details of its cars and the understand the company better. Marketing here is done through Road Shows and advertisements through newspapers and television. After reading this report a person will get to know about the history of Ford, its current working, its future plan competitor, customer and SWOT analysis with the 10 step series of UNIVERSITY OF THE FRASER VALLEY Page 9 Professional Selling- Saluja (Ford) action in professional selling. We have also provided the demographics of Chandigarh and our 30 day action plan. Ford has 14 sales professionals and an average foot fall of 60-70 per day and from these footfalls Ford incurs its monthly revenue of about 72 crore per annum. In addition, to this the Unique Selling Preposition (USP) is the price bracket they have. The company‘s marketing is effective enough to generate footfalls. The base of the showroom is 3 foot above the ground level, so that every passing by can have a look at the cars standing in the Showroom. Saluja Ford provides the corporate discount in the form of extended warranty of 2 years with a purchase of more than 2 cars at one time. During this period, if there is any problem in a car, then it is replaced within the time duration of 2 days for free. Ford uses the market strategy of Road shows, as mentioned above in which there shows are conducted in attractive places and customer hub like shopping malls and complexes. We got to know that the primary area from which the store acquires its customers is the areas from sector 10 to 38. The proportion of revenue from these sectors is about 60% Secondary area from which 30% of the revenue is generated is from sectors 1 to 10. Tertiary area – Mohali and Panchkula are also the areas from which the company gets some of their sales revenue. From Mohali 3 % of customers come from phase 10.Whereas, from Panchkula the customers generally are targeted from areas from sector 8 to 15. We also did an analysis which indicated that the strength of the company lies in the after sales services provided by the company. The only threat that Saluja Motors finds is, that there are many other automobile companies located in the same area, the industrial area. This gives the customer with wide variety of choices and options available to make their purchase decisions. Currently, the bestselling car UNIVERSITY OF THE FRASER VALLEY Page 10 Professional Selling- Saluja (Ford) of Ford is Figo, after it overtook Ford Fiesta. In addition to this, we also got to know that the future plan of Ford is to launch New Fiesta Hatchback by the end of 2012. Out of five focused group discussions, we analysed that the customers of Ford are very much satisfied with selecting Ford. As per the feedback of the customers, we got to know that Ford Figo is the most preferred car of Ford as it is luxurious and at the same time reasonable in price with very economical mileage.