PREFACE

This project report is on the “MARKETING STRATEGY OF

MAHINDRA DURO.

Theories can be read but the perform it in the real life is different

experience will together. Management courses are designed to produce

future managers and unless you have practical knowledge the

theoretical knowledge is not implicated. Hence this project is to give us

the practical way of knowing how market behaves and reacts.

This is also in part fulfillment of BBA Degree.

JYOTI SONI

BBA IV th Semester

ACKNOWLEDGEMENT

Preparing a project of this nature is an arduous task and I was fortunate

enough to get support from a large number of persons I wish to express my deep

sense of gratitude to all those who generously helped in successful completion of

this report by sharing their invaluable time and knowledge.

It is my proud and privilege to express my deep regards to respected

Principal Sir Dr. J.P.N. Pandey, Head of Department Dr Anand Tiwari, Mrs.

Shikha Urmil Khan and Mr. Shailendra Patel Department of Business

Management , Govt. Autonomous Girls P.G. College of Excellence, Sagar, for

allowing me to undertake this project.

I feel extremely exhilarated to have completed this project under the able

and inspiring guidance of Mrs. Shikha Urmil Khan . She rendered me all

possible help and guidance while reviewing the manuscript in finalising the

report.

I also extend my deep regards to my teachers, family members, friends and

all those whose encouragement has infused courage in me to complete the work

successfully.

JYOTI SONI

B.B.A. IV th Semester

DECLARATION BY THE CANDIDATE

I declare that the project report titled“MARKETING STRATEGY OF

MAHINDR DURO’’. to prepare the marketing strategy and Advertisement is

my own work conducted under the supervision of Mrs. Shikha Urmil Khan,

Department of Business Management Govt. Girls P.G. College of Excellent,

Sagar. To the best of my knowledge the report does not contain any work which

has been submitted for the award of any degree, anywhere.

Name : JYOTI SONI

B.B.A. IV th Semester

C E R T I F I C A T E

The Project report titled " MARKETING STRATEGY OF MAHINDRA

DURO"has been prepared the marketing strategy and advertisement by Miss.

JYOTI SONI student of B.B.A. IV th Semester under the guidance and supervision

of Mrs.Shikha urmil khan for the fulfillment of the Degree of B.B.A.

Signature of the Supervisor

Signature of the Head of the Department

Signature of the Examiner

INTRODUCTION

Mahindra & Mahindra Limited (M&M) (BSE: 500520) is an Indian multinational automaker headquartered in Mumbai, Maharashtra, India. It is one of the largest automobile manufacturers by production in India and a subsidiary of Mahindra Group conglomerate. The company was founded in 1945 in Ludhiana as Mahindra & Mohammed by brothers K.C. Mahindra and J.C. Mahindra and Malik Ghulam Mohammed. After India gained

independence and Pakistan was formed, Mohammed emigrated to Pakistan where he became the nation's first finance minister. The company changed its name to Mahindra & Mahindra in 1948. It is ranked in the list of top companies of India in Fortune India 500 in 2011. Mahindra & Mahindra was set up as a steel trading company in 1945. It soon expanded into manufacturing general-purpose utility vehicles, starting with assembly under licence of the iconic Willys Jeep in India. Soon established as the Jeep manufacturers of India, M&M later branched out into the manufacture of light commercial vehicles (LCVs) and agricultural tractors. Today, M&M is the leader in the utility vehicle segment in India with its flagship UV Scorpio and enjoys a growing global market presence in both the automotive and tractor businesses. Over the past few years, M&M has expanded into new industries and geographies. They entered into the two-wheeler segment by taking over Kinetic Motors in India. M&M also has controlling stake in REVA Electric Car Company and acquired South Korea's SsangYong Motor Company in 2011. The US based Reputation Institute recently ranked Mahindra among the top 10 Indian companies in its 'Global 200: The World's Best Corporate Reputations' list. Mahindra & Mahindra is a major automobile manufacturer of utility vehicles, passenger cars, pickups, commercial vehicles, and two wheelers. Its tractors are sold on six continents. It has acquired plants in China and the United

Kingdomand has three assembly plants in the USA. M&M has partnerships with international companies like Renault SA, France and International Truck and Engine Corporation, USA. M&M has a global presence and its products are exported to several countries. Its global subsidiaries include Mahindra Europe Srl. based in Italy, Mahindra USA Inc., Mahindra South Africa and Mahindra (China) Tractor Co. Ltd. M&M made its entry into the passenger car segment with the Logan in April 2007 under the Mahindra Renault joint venture. M&M will make its maiden entry into the heavy trucks segment with Mahindra Navistar, the joint venture which Enternational Truck, USA. M&M's automotive division makes a wide range of vehicles including MUVs, LCVs and three wheelers. It offers over 20 models including new generation multi-utility vehicles like the Scorpio and the Bolero. It formerly had a joint venture with Ford called Ford India Private Limited to build passenger cars. At the 2008 Delhi Auto Show, Mahindra executives said the company is pursuing an aggressive product expansion program that would see the launch of several new platforms and vehicles over the next three years, including an entry-level SUV designed to seat five passengers and powered by a small turbodiesel engine. True to their word, Mahindra & Mahindra launched the Mahindra Xylo in January 2009, and as of June 2009, the Xylo has sold over 15000 units. Also in early 2008, Mahindra commenced its first overseas CKD operations with the launch of the Mahindra Scorpio in Egypt, in partnership with the Bavarian Auto Group. This was soon followed by assembly facilities in Brazil. Vehicles assembled at the plant in Bramont, Manaus, include Scorpio Pik Ups in single and double cab pick-up body styles as well as SUVs. Mahindra planned to sell the diesel SUVs and pickup trucks starting in late 2010 in North America through an independent distributor, Global Vehicles USA, based in Alpharetta, Georgia.] Mahindra announced it will import pickup trucks from India in knockdown kit (CKD) form to circumvent the Chicken tax. CKDs are complete vehicles that will be assembled in the U.S. from kits of parts shipped in crates.] On 18 October 2010, however, it was

reported that Mahindra had indefinitely delayed the launch of vehicles into the North American market, citing legal issues between it and Global Vehicles after Mahindra retracted its contract with Global Vehicles earlier in 2010, due to a decision to sell the vehicles directly to consumers instead of through Global Vehicles. However, a November 2010 report quoted John Perez, the CEO of Global Vehicles USA, as estimating that he expects Mahindra’s small diesel pickups to go on sale in the U.S. by spring 2011, although legal complications remain, and Perez, while hopeful, admits that arbitration could take more than a year. Later reports suggest that the delays may be due to an Manindra scrapping the original model of the truck and replacing it with an upgraded one before selling them to Americans. Mahindra & Mahindra has a controlling stake in Mahindra Reva Electric Vehicles. In 2011, it also gained a controlling stake in South Korea's SsangYong Motor Company. Mahindra & Mahindra Ltd. (M&M), has launched its much awaited SUV, XUV 500, code named as W201 in September 2011. The last ‘500’ in the name is pronounced as ‘5 double-O’ (alphabet). The new SUV by Mahindra has been designed in-house and it is developed on the first global SUV platform that could be used for developing more SUVs. In India, the new Mahindra XUV 500 comes in a price range between Rs 14 lakh to Rs 15 lakh. Besides India, the company also targets Europe, Africa, Australia and Latin America for this model.

HISTORY

The Mahindra Group focuses on enabling people to rise. Mahindra operates in the key industries that drive economic growth, enjoying a

leadership position in tractors, utility vehicles, information technology, vacation ownership, rural and semi-urban financial services, etc. Mahindra has a significant and growing presence amongst others, in the automotive industry, agribusiness, aerospace, automotive components, consulting services, defence, energy, industrial equipment, logistics, real estate, retail, steel and two wheelers. A US $ 14.4 billion multinational group based in Mumbai, India, Mahindra employs more than 1,37,000 people in over 100 countries. In 2011, Mahindra featured on the Forbes Global 2000 list, a listing of the biggest and most powerful listed companies in the world. For four years in a row, Mahindra has featured in the Forbes Asia’s Fab 50 List of the 50 best publicly traded companies in the Asia-Pacific regions. Dun & Bradstreet also ranked Mahindra at No. 1 in the automobile sector in its list of India’s Top 500 Companies. In 2010, Mahindra featured in the Credit Suisse Great Brands of Tomorrow. Its flagship company Mahindra & Mahindra Limited is the only Indian automobile manufacturer to feature in the top 10 list of the Carbon Disclosure Leadership Index in India - 2010, created by the Carbon Disclosure (CDP). In 2011, Mahindra acquired a majority stake in Korea’s SsangYong Motor Company.

Left to Right - Mr. Mufaddal Choonia, Team Principal, Mahindra Racing, Mr. Ruzbeh Irani - Executive Vice President - Corporate Strategy & Chief Brand Officer, Mahindra and Mahindra Ltd, Mr. Anand Mahindra, Vice Chairman and Managing Director, Mahindra Group, Mr. Anoop Mathur, President, Mahindra 2 Wheelers and

Mr. Viren Popli, Senior VP Strategy and Market Development, Mahindra 2 Wheelers unveil the Duro DZ and Mahindra Racing’s bike

MGP30January 11, 2012: Mahindra 2 Wheelers, a part of the US $ 14.4 billion Mahindra Group, has launched the Mahindra Duro DZ – a tough, powerful, fuel efficient 125 cc scooter, designed specifically for the challenging Indian roads. The new Mahindra Duro DZ offers a unique combination of superior power, advanced telescopic suspension and a variety of other important durability and safety related features. With an amazing range of superior features, and a very attractive launch price, the new Mahindra Duro DZ is sure to be an instant hit. It is designed to be the perfect scooter for carrying your family on tough Indian roads. The new Mahindra Duro DZ comes loaded with: A superior, powerful 125 cc engine which provides better instant pick-up and multi-terrain acceleration, making it easier for you to carry loads, even on steep inclines and in tough road conditions. Dual Curve Digital Ignition System which delivers a mileage superior to other 125 cc scootersAdvanced Telescopic Suspension which ensures a smooth ride on the toughest terrain.Superior ground clearance which enables manoeuvrability over speed breakers and rough roads with ease and comfort. Long wheelbase and improved braking system offering better safety & stability on the road. A broad halogen lamp to provide wider range and depth in visibility. An under seat storage capacity of 20L, one of the largest in its segment in addition to built in front storage. Rear Brake lock lever for safety & parking on inclines “The Mahindra Duro DZ is a tough and powerful scooter designed specifically for Indian road conditions.. The Duro DZ is the result of our R&D team working closely with consumers and extensive testing. The Duro DZ has been reviewed by the leading experts in the industry some of who have termed it the best scooter on Indian roads. We have also created an interesting new marketing campaign with actor Kareena Kapoor which we will be unveiling soon,” said Mr. Viren Popli, Senior V.P. Strategy and Market Development, Mahindra Two Wheelers. Mahindra has once again created excitement in the industry by launching the new Mahindra Duro DZ at a special launch price which is significantly lower than leading scooter brands available today. The Delhi ex- showroom price announced is Rs

42,332/-. Enclosed Please find the annexure for specific state prices. Mahindra Two wheelers’ Scooter portfolioAside from the Mahindra Duro DZ, Mahindra 2 Wheelers has a full range of powerful 125 cc scooters catering to different consumer segments. The Mahindra Rodeo with its very innovative, contemporary features is popular amongst modern, young couples, while the Flyte is the Indian woman’s two-wheeler of choice.

COMPANY PROFILE

Mahindra Duro – A ‘Made for Everyone’ Scooter

With its stylish good looks and powerful 125 cc engine, the Mahindra Duro not only caters to the transportation needs of the entire family but is also the best value for money product in its category as it provides the customer with the highest value per unit of engine cc. In addition, this nifty two wheeler boasts of the most powerful battery in the segment, ensuring longer working of key electricals. Wide brakes ensure effective braking making the Duro a safe scooter. The Duro also has the largest fuel tank in the scooter segment, the widest wheelbase for better stability and a generous storage space to carry your world with you. The Mahindra Duro is available in a choice of six elegant shades – Fiery Black, Pearl White, Cappuccino Brown, Mystique Grey, Majestic Maroon and Golden Beige. The vehicle’s striking contours are complemented by stylish body graphics and a sleek and sporty centre console. This ergonomically designed scooter incorporates a wider seat and better legroom for maximum comfort and good ground clearance to help the rider tackle rough roads. Mahindra Flyte – Style icon of the YouthIn 2009, Mahindra kick-started its two-wheeler foray with the introduction of the Flyte as its first product offering across India. With its innovative features backed with power-packed performance and contemporary styling, Flyte is an ideal product offering for its target audience - the Youth. Flyte is powered with a 125 cc engine and boasts of cool features like Front fuelling, 4-in-1 key, largest storage space and telescopic suspension to make it a comfortable, convenient and smooth ride. To add to this, body coloured impact resistant mirrors and vibrant colours for its TG add to the products overall appeal. The response to the product has been extremely encouraging and is expected to multiply manifolds during the upcoming festive season. The Mahindra Flyte is available in a choice of five elegant colour options – Red Oomph, Black Mystique, Jade Charisma, Lavender Groove and Silver Flash. A robust, end-to-end two wheeler businessMahindra Two Wheelers will design and market a range of scooters, value engineered motorcycles and high-end motorcycles for the Indian and global

markets, helping it establish a robust, end-to-end two-wheeler business in every segment of the industry. Within the overall two-wheeler strategy, scooters form M&M's entry point into the Indian market and will be an important part of the company's overall two-wheeler product portfolio. There are several macro environmental trends which make the scooter market especially attractive to Mahindra. These include a younger, more affluent customer base with a significant number of empowered women and increased scooter demand in tier-2 cities and small towns. M&M is strongly positioned to cater to this demand, given the company's significant presence and brand equity in these markets. The strong in-house design and development competencies provided by Mahindra Engineering Services (MES), the Italy-based design house, Engines Engineering and Taiwan’s Sanyang Industry Company Limited (SYM), coupled with M&M’s R&D strengths will help the company assume a significant position in the rapidly growing Indian and global two-wheeler market. With this launch, Mahindra Two Wheelers now has three products as part of its scooter portfolio – the Mahindra Duro that was introduced earlier.

MARKETING STRATEGY OF MAHINDRA DURO

Mahindra with its strong strategies now comes with two unisex scooters: Mahindra Duro and Mahindra Rodeo. Mahindra Duro is the stylish and performing scooter that gives the tough competition to New Honda Aviator, Honda Activa, Suzuki Access, Hero Honda Pleasure and TVS Scooty Streak. It is the god mean of

transport for the entire family Mahindra Duro is available in six graceful colors: Fiery Black, Pearl White, Cappuccino Brown, Mystique Grey, Majestic Maroon, Golden Beige. It has been power-packed with 124.6cc engine that delivers maximum power of 8bhp and a peak torque of 9Nm. Mahindra Duro features wide commanding brakes in order to offer you safe ride The comfort comes with Mahindra Duro that has got the spacious legroom and comfy seat. The tank fuel capacity of the Mahindra Duro is 6litres and it offers top speed of 80kmph. Mahindra Duro makes you enjoy the instant start up without any delay, clear honking and powerful headlamp for illumination. Mahindra Duro provides you exciting experience of smooth, safe and comfy rideMahindra Duro price is quite attractive that doesn't make any extra load to your pocket. Mahindra Duro price comes near around Rs.38000 only. The performance, technical configurations and style offered for the Mahindra Duro price is exceptional from the category. Mahindra Duro review proves to be the helpful guide in order to take right decision and finely clear every aspect of the car. You can go through the Mahindra Duro review which is available on Internet. But, that Mahindra Duro review should be picked from any reliable webportal or should be expert written. Are you interested to know more about the Mahindra Duro, Mahindra Duro price or looking for any Mahindra Duro review then logon to naaptol.com that brings you satisfactory solution to all your queries. In advantage, you are also available with ‘N' number of other products under the hood of various brands, free to make unbiased comparison of the product's features and price and enable to avail the advantages of best online deals with discounts. Online is the most popular

and easier way to shop desired things from unlimited variety of the products. Pooja Lapasia is a well known writer; her articles cover many topics i.e. send gifts online, online shopping mall, Yamaha Bikes Price, online shopping mall, Yamaha FZ16, online shopping mall, Royal Enfield bikes, gift shops etc. The

combination of the new wheelbase, ground clearance, improved tyres, four point mounted wheels and responsive brakes definitely works in favour of the Duro DX 125. The Duro, is a fun machine to ride. At relatively high speeds, the scooter seems at ease, riding very stable, as good or maybe even slightly better than its peers. The underseat storage is very practical and can store your full face helmet comfortably. For a change it was a good feeling to have underseat storage on a vehicle we were testing, to stow away our camera and other stuff when riding. It was a simple matter of pushing the key in and a twist to unlock the seat and grabbing the camera for pictures.

The Duro DX also gets a halogen lamp for better visibility, and a brake lock lever, that you can engage when parked on inclines.

The design lines wrapping around the headlamp have been tweaked to make the Duro slightly aggressive. The rear view mirrors are slightly larger and better positioned to offer good rear visibility.

The white dials of the Duro have been restyled and now feature a slightly more trendy, yet still subtle black background with white fonts.

The switch gear has no changes. Nothing too fancy here, the usual assortment of switches in typical switchgear plastic. The switch gear has no changes. Nothing too fancy here, the usual assortment of switches in typical switchgear plastic.

On paper, the Suzuki Access 125 might have the higher ground clearance of 160mm, as opposed to the 155mm of the Duro. The battle leans in favour of the Duro in real world conditions.

As some of the journos pointed out, Mahindra should have gone all the way with the Duro. A digital dash and backlit key slot, maybe even an external fuel filler cap would’ve gone a long way. It makes all the more sense now that the Duro DX will be sold alongside the Duro.

The mobile phone charger still remains a Rodeo trick, placed just above the glovebox is the choke lever. Mahindra has built a really strong R&D team now, and can stake the claim to being one of the elites in the country. Mahindra has also is set on increasing its reach with more dealers and service centers. More products are also in the pipeline, and Mahindra wants its products to slot in every niche possible.

There is always the possibility of products based on the fantastic Italjet portfolio making their way into the lineup, which excites us. The PowerScooters moniker has been dropped from the DX, which leads us to believe Mahindra has internally raised the bar for ‘PowerScooters’. Though Mahindra says that there are currently no plans for dropping the Duro in favour of the Duro DX, and that both models will be sold alongside, we have a sneaking suspicion that come 2012, the older Duro will gracefully fade out of the picture. The Duro 125 DX is that much better than the Duro, we are sure you wouldn’t mind paying the premium for the welcome changes on the Duro 125 DX. Mahindra 2 Wheelers is young and promising. At product launches, usually the gentlemen in suits are enthusiastic about their products, more so with the press around. This time, the vibe from the team makes us think that the management at Mahindra truly believes in their product and have high hopes for brand Mahindra itself. It was a reassuring sight, with the entire team making conversation and actually having a great time. I rarely did see

any whispering around. That, in itself is a good start for a product, that seems to have established itself in various parts of the country and in a glorious way down South. Every second scooter in Hyderabad and Calicut, where we’ve spent some time, is a Duro. Why, even our previous Duro roadtest was done in Kerala.

Mahindra, we do wonder though, do you still see Duro as the spectacle wearing SRK in Rab Ne Bana di Jodi? We would suggest you revisit your opinion. The Duro DX with the muscular rear and the now aggressive nose and revised decals is far more appealing to a wider spectrum of customers. If we may make a suggestion, we think you should give up on the celebrities and have normal people, preferably the gentlemen in suits and the lone pretty lady at the launch, who seem to be an enthusiastic bunch with real understanding of the

product, star in subsequent TVCs and connect with people.

PRICE OF MAHINDRA DURO

BOARD OF DIRECTORS

1. Mr. Bharat Doshi is a fellow member of both, the Institute of Chartered Accountants of India and the Institute of Company Secretaries of India and has a Master's Degree in Law from the University of Bombay. He has participated in the Program for Management Development at the Harvard Business School. He was also a Fellow of the Salzburg Seminar on ‘Asian Economies: Regional and Global Relationships’ held in December 2000. Mr. Bharat Doshi joined Mahindra & Mahindra Limited (M&M) in the year 1973. He is presently designated as Executive Director and Group Chief Financial Officer

(Group CFO), M&M. He is also Chairman of Mahindra Intertrade Limited and Director of several companies in the Mahindra Group. He is an independent Director of Godrej Consumer Products Limited and NSE.IT. Mr. Doshi has been actively involved with the work of Chambers of Commerce and Industry in India and has been a member of various Expert Committees which influence economic and business policies of the Government. Mr. Doshi was a member of the High Powered Expert Committee constituted by the Ministry of Finance, Government of India, on Making Mumbai an International Financial Centre. Mr. Doshi is a member of Reserve Bank of India (RBI) constituted Working Group to examine a range of emerging issues pertaining to regulation of the NBFC (non-banking financial companies) sector. He is a member of the SEBI (Securities and Exchange Board of India) Committee on Disclosures and Accounting Standards (SCODA). Mr. Doshi has been associated with the Bombay Chamber of Commerce & Industry for the last 30 years and served as its President for the year 2009-10. Mr. Bharat Doshi was adjudged 'India's Best CFO'’ by the leading business fortnightly 'Business Today' (India Today Group Publication) in April 2005. He was also conferred the 'CFO of the Year' Award, honouring financial excellence, instituted by IMA India, an associate of The Economist Group, in December 2005. In November 2007, Bharat Doshi was honoured with the prestigious CNBC CFO of the Year 2007 award. Mr. Doshi has been inducted by CFO India as a Founding Member to the CFO

Hall of Fame in recognition of an exemplary career and a lifetime of contribution to the field of Finance.

2. Mr. Phadke has been with Mahindra since 1973. He holds Bachelor's Degree in Commerce and law from Mumbai University. He is a member of the Institute of Chartered Accountants of India and the Institute of Company Secretaries of India. He was President – Finance, Legal & Financial Services Sector and Member of the Group Executive Board at Mahindra & Mahindra Ltd. He is on the Board of various Mahindra Group companies such as Mahindra & Mahindra Financial Services

Limited, Mahindra Holidays & Resorts India Ltd., & Mahindra Lifespace Developers Ltd. He is a member of the SEBI Committee on Disclosures and Accounting Standards, CII National Committee on Accounting Standards & The National group of Accounting Standards Board of Institute of Chartered Accountants of India (ICAI). He is also a Governing Council member of the Association for Finance Professionals in India. Mr. Phadke was a Member of Advisory Committee on Accounting Standards constituted under the Companies Act. He has been Chairman of the Direct Taxes Committee of the Bombay Chamber of Commerce and Industry and was on the Accounting Standards board of the ICAI.

3. Mr. Ramesh Iyer holds a Bachelors Degree in Commerce and has done his Masters in Business Administration. Mr. Ramesh Iyer has been the Managing Director of the Company with effect from 30th April, 2001 and is associated with the Company since its inception. Mr. Iyer has vast experience in matters relating to business development, finance and marketing. Mr. Ramesh Iyer is also a member of the Group Executive Board of

Mahindra & Mahindra Limited, the holding Company, and is on the Board of various Mahindra Group Companies.Mr. Iyer is a Member of the Banking & Finance Committee of the Bombay Chamber of Commerce and Industry, the Core Committee of Finance Industry Development Council (FIDC) and the Task Force of NBFCs of Federation of Indian Chambers of Commerce and Industry (FICCI). He is also the Co-Chairman of the Group on Finance & Leasing and Insurance of the Council of Economic Affairs

set up by Society of Indian Automobile Manufacturers (SIAM). Mr. Ramesh Iyer has been conferred with the following awards:(i) Indian Achievers Award for Corporate Leadership by Indian Achievers Forum.(ii) Business Leadership Award by the Institute of Economic Studies, New Delhi.(iii) CEO with HR Orientation Award by Employer Branding Institute, CMO Asia with their Strategic Partner CMO Council.(iv) Udyog Rattan Award by the Institute of Economic Studies, New Delhi.(v) Rashtriya Udyog Pratibha Award by the Council for Economic Growth & Research, Pune.(vi) Bhartiya Udyog Ratna Award by the National Education & Human Resource Development Organisation, Bombay.Mr. Ramesh Iyer has featured in Business World's special report on India’s Most 'Value'able CEOs. Mr. Iyer is ranked at No. 5 out of 65 in the Mid-Sized Companies (Revenues : Rs. 1,000 – 3,000 crore) category and at No. 6 out of 65 in the same category based on One-Year Performance. He is also ranked at No. 20 out of 100 based on the Company's Five Year Performance and at No. 3 out of 12 based on Ranking by Sector in the Financial Sector.

4. Mr. Dhananjay Mungale is a member of the Institute of Chartered Accountants of India and has a Bachelor's degree in commerce and law from the Mumbai University. He has spent a major part of his career in corporate and investment banking in India and Europe. He was a Vice President – Private Banking, Bank of America and was a Member – Executive Committee, DSP Merrill Lynch Limited. Presently, he is an advisor to various corporations in both India and Europe. He has been elected on board of various public and private limited companies. He is a Member of Development Council-

Oxford Centre for Hindu Studies, Oxford, U.K. and is a Member of the National Committee of Mahindra United World College.

OBJECTIVE OF THE PROJECT

The main objective of project is to prepare the marketing

strategy and Advertising of Mahindra duro are as under :-

To know availability and durability of the product and

services of Mahindra duro .

To know whether products are feasible.

To know about best quality of Mahindra duro .

To know about very good services of Mahindra duro .

LIMITATION

As said a basic research was conducted at the company to enables the

company to assess how far the customers are satisfied with product and

services of Mahindra duro .During the course of the study the

following limitations were observed:

(a) The method will be unsuitable if the number of persons to be surveyed is

very less as it will be difficult to draw logical conclusions regarding the

satisfaction level of customers.

(b) Interpretation of data may very from individual depending on the

individual understanding the product features and services of the

company .

(c) The method lacks flexibility.In case of inadequate on incomplete

information the result may deviate.

(d) It is very difficult to check the accuracy of the information provided.

(e) Since all the products and services are not widely used by all the

customers it is difficult to draw realistic conclusions based on the survey.

SUGGESTIONS

The following suggestions are offered to the Mahindra duro :-

1. As the Mahindra duro thus company should launch effective

promotional.

2. Wide advertisement showing utility of their product and features of their

product should be made.

3. Company may offer gifts scheme from time to time so that he product may

attract the masses.

4. The company should lower the price

5. The company should come up with attractive advertising plants.

6. The company should improve its distribution network.

7. The company should also think and implement some public relation programme.

C O N C L U S I O N

1. Customer's priority is on the price, mileage, and look while

purhasing Mahindra duro . They are not much

affected y promotional programs.

2. Dealers expect some promotional schemes/ offers from the

company.

3. There are many promotional offers available to the

customers like:

Company hired many cricketers and actors for promoting

the product.

BIBLIOGRAPHY

Marketing Management by Sir Kotler Philip

Marketing Research by Sir Sharma D.D.

Websites :

o Www Mahindra duro .com

o www.google. Com

o www.marketing stratergy of Mahindra duro .com

ADVERTISING OF MAHINDRA DURO

INDEX

1. Preface

2. Acknowledgment

3. Declearation

4. Certificate 5. Introduction

6. History

7. Company Profile

8. Marketing strategy of Mahindra duro

9. Board of directors

10. Objectives

11. Limitations

12. Suggestions

13. Conclusions

14. Biblography

15. Enclosure