Marketing

A SUMMER PROJECT REPORT ON “MEASURING CUSTOMER SATISFACTION AND ANALYSIS” OF RANE BRAKE LININGS LIMITED, PREGNAPOOR, HYDERABAD. SUBMITTED BY B.KALPANA IN PARTIAL FULFILLMENT OF REQUIREMENT MASTERS IN COMMERCE

SRIVENKATESVARA UNIVERSITY TIRUPATI ACADEMIC YEAR 2007-2009

1

ACKNOWLEDGEMENT

I am grateful to the almighty for showing and giving me the strength and ability to complete my project work. I want to pay gratitude to Mr. P.S.R Murthy (Head HR) of RBL, for his kind help and attention. I owe my gratitude to Mr. K.S.R Murthi (Finance Manager), of RBL, for his support and cooperation in completing this project. I thank my faculty of the M.Com course for their support, especially our Course Coordinator Pro Bhagavan Reddy Again, I would like to heartily thank to our Project Guide Dr.K. Ramakrishnaiah, who guided me to do this Project and helps me to complete this Project work.

Date: Place: TIRUPATI (Andhra Pradesh)

(B.Kalpana)

2

INDEX Chapter No.

Description

Chapter – 1

Introduction

04

1.1 Topic in brief 1.2 Reasons for selection of the topic 1.3 Learning from the study

05 06 07

Organizational Profiles

08

2.1 About Rane Group

09

2.2 Mission and Value Statement

10

2.3 Rane Group Companies and Product Range

10

2.4 Manufacturing Locations

12

2.5 Quality

13

2.6 Mail stones

15

2.7 Major Customers

16

2.8 Group Sales

18

2.9 Share Holding Pattern

20

Industry Profile

21

3.1 About Rane Brake Lining Limited

21

3.2 History

22

2.3 Manufacturing Locations

23

3.4 About Hyd. Plant

24

3.5 Vision and Mission

24

3.6 About Products

25

3.7 Competitors

26

Chapter – 2

Chapter – 3

3.8 Achievements and Standards

Page No.

27

3.9 Departments

27

3.10 Distribution Channel

28

3

Chapter – 4

Chapter – 5

Chapter – 6

Chapter – 7

3.11 Manufacturing Facilities

20

3.12 Testing facilities

31

3.13 Financial Performance

32

3.14 Quality Policy

33

3.15 Environment Policy

34

3.16 Corporate Organization Chart

35

3.17 HYD Organization Chart

36

Research Objectives and Scope of Research

37

4.1 Problem Definition 4.2 Objective of Research

38 38

Research Methodology and Limitations

39

5.1 Research Methodology

40

5.2 Hypothesis

40

5.3 Define the Problem

41

5.4 Preparation of research design

41

5.5 Research design

41

5.6 Sampling plan

41

5.7 Sample Size

42

5.8 Primary data

42

5.9 Collection of Data

43

5.10 Research limitations

44

Data Analysis and Interpretations

45

6.1 Data collection & Data Analysis

46

Conclusions and Suggestions

56

7.1 Conclusions 7.2 Suggestions

57 58

4

7.3 Bibliography

59

CHAPTER – 1

INTRODUCTION

5

INTRODUCTION: Topic in brief: “Analysis of Customer satisfaction” is the topic selected which will help the organization to know how customers treating their products. In order to know the customers satisfaction about Brake linings, there are the few things to be considered that the end users of the Products are. Here Mechanic is considered as the end user who can give the exact information about the product, because he suggest the user which product gives more value to them in replacing marketing. After finding end user, where we can get exact information. We have to prepare questionnaire through which data is collected towards achieve the objective. Meeting the Mechanics and retail counters will give the information and data is collected from nearly 325 customers in various places such as Hyderabad, Vijayawada, Nellore divisions of Andhra Pradesh. After Collection of data analysis and interpretation will give the finding from which we can derive the solution for it. Deriving solutions are important, since it definitely helps the organization for future developments and activities.

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Reasons for selection of the topic: The Rane Break lining ltd. is the market leader in sales of Brake Linings of all the vehicles in India but the other companies are also trying hard to catch it. It’s no longer a cake walk for it to remain number are the competition in increasing day by day. So manufacturing companies are becoming more customers oriented. The project was related to know the actual customer satisfactions of Rane break lining. There are many parameters which company was interested to know like main deciding factor like quality, service, price, and availability etc., a survey was conducted in Andhra Pradesh (Three main divisions) among the customer satisfaction of RBL, this was aimed to get the feed back regarding their satisfaction with RBL. And it’s comparison with RBL competitors. Customer satisfaction is one of the majors roles played to lead the market. Producing the products is one aspect and measuring their satisfaction on existing products help the organization to improve the quality, service.

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Learning from the study: Meeting the customers make me to understand what they want exactly and whether they satisfied or not with these products, and whether they prefer the local products with low quality with low price or high Quality with high Price. Rane Brake lining Ltd., Products are being preferred by most of the customers since they vote for long lasting products and best service. Customers seek value for their products. Value is generated when product pays equal satisfaction for customer expenditures. In my observation customers are delighted with Rane break linings and with their Quality and Service.

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CHAPTER – 2 ORGANIZATION PROFILE

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Rane Group Profile  About Rane Group 

Inception in the year 1929 as a trading house



Strategic Technical Alliance



Access to best technology



Group turnover of 317 million USD for the year 2006 – 07



Preferred supplier to major OEMs in India and abroad



Serves a variety of industry segments: Passenger Cars, Multi Utility Vehicles, Light Commercial Vehicles, Medium & Heavy Commercial Vehicles, Farm Tractors, Three-wheelers, Two-wheelers and Stationary Engines.

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Mission and Value Statement 

Provide superior products and services to our customers and maintain market leadership.



Evolve as an institution that serves the best interests of all stakeholders.



Pursue excellence through total quality management.



Ensure the highest standards of ethics and integrity in all our actions.

Rane Group Companies and Product Range: Rane group comprises of a holding company & 7 manufacturing companies serving different segments: Rane Holdings Limited (Holding Company) Rane (Madras) Limited (Manual Steering & Suspension Systems) Rane Engine Valves Limited (Engine Valves, Valve Guides, Tappets) Rane Brake Linings Limited (Brake Linings, Disc Pads, Clutch Facings and Composite Brake Blocks) Rane TRW Steering Systems Limited (Power Steering Systems, Seat Belt Systems) Rane NSK Steering Systems Limited (Energy Absorbing Steering Columns) Kar Mobiles Limited (Large Engine Valves for Automotive & Defence Applications) Rane Die cast Limited (High Pressure Die Casting Products)

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Rane Holdings Limited (RHL) is the holding company of Rane Group. RHL is a listed company with investments exclusively in the group companies. The company was the result of a restructuring exercise carried out by Rane group in2004-05 with the objective of consolidating the investments and progressively eliminating cross holdings among group companies. RHL owns the trademark in Rane and provides a range of services to group companies. These include employee training and development, investor services, business development and Information systems support.

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MANUFACTURING LOCATIONS

13

TECHNOLOGY: 

Rane Group brings to it clientele, the best of technology and expertise through strategic technical Partnerships with leaders from around the world.

World Class Technology: TRW Automotive US LLC, Power Steering Systems, Ball Joints, Seat Belt Systems, Engine Valves  NSK, Japan Energy Absorbing Steering Columns and Manual RCB Steering Gears  Nisshinbo Ind, Japan Brake Linings, Disc Pads, Clutch Facings QUALITY:  All divisions of the group are in tune with international quality assurance norms. The Quality Management Systems are further endorsed by the conferment of the Deming prize to three of the group companies Accreditation  Five Companies with TS 16949 certification 

Nine Plants QS 9000 certified



Eleven Plants ISO 9000 certified

Some of our Testing Facility:

Dust Seal Test Bed

Railway Dynamometer

Multi Gauging Testing Equipment

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TQM –A way of Life:  Rane group embraces TQM as a way of life. Three of the group companies have been conferred the coveted Deming prize: - Rane Brake Linings Ltd., - Rane Engine Valves Ltd. - Rane TRW Steering Systems Ltd - (Steering Gear Division)

Customer Recognitions: Some recognition from customers:Rane Engine Valves Ltd (Deutz, Germany - Supplier Award - 2003) Rane Engine Valves Ltd (Maruti Udyog Outstanding Overall Excellence 2003-04) Rane TRW Steering Systems Ltd (Steering Gear Division) (Hyundai Motor India for Best Co-operation 2004) Rane NSK Steering Systems Ltd (Toyota Kirloskar Motor Award for Best Improved Supplier 2005) Rane Engine Valves Ltd (Tata Cummins Limited, Best Supplier Award for 2005-06)

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MILESTONES: 1929

-

Rane was founded as a distributor of automobiles & parts.

1959

-

Diversified into manufacturing and established plant for IC Engine Valves.

1960

-

Established facility to make Tie Rod Ends.

1964

-

Started manufacture of Friction Material.

1974

-

1975

Established Car Mobiles Limited to manufacture Automotive and Large Valves.

- Started manufacture of Manual Steering Gears.

1987

- Established JV with TRW for Power Steering Systems.

1991

- Established JV with JMA for distribution of auto components.

1995

- TRW JV also commenced manufacture of occupant restraints. - Established JV with NSK for Energy Absorbing Steering Columns. - Founded Rane Institute for Employee Development.

2000

- TQM launched under guidance of JUSE, Japan

2003

- Rane Brake Linings Limited wins Deming prize.

2005

- Rane Engine Valves Limited wins Deming prize.-Rane TRW Steering Systems Limited (SGD) wins Deming prize.-Invested in High Pressure Die Casting products.

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2007

-

RBL is Appling for Japan Gold Medal Prize

Major Customers in India:

Domestic: Automobile manufacturers spanning such different categories as LCV, HCV and Passenger Car decorate our client-list. Major suppliers to the Indian Railways. RBL enjoys serving an enviable list of domestic customers that includes the likes of

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Major Overseas Customers:

Export Destinations:

18

GROUP SALES Sales Figures:

Rane Group sales for the year 2007 - 08: INR 14021 Million (~351 million USD)

Sa les by product lines for the year 2007 - 08:

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Sales by Markets for the year 2007 – 2008

4% 13%

1 OEM 2 Replacement

13%

3 Replacement 4 Others 70%

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SHARE HOLDING PATTERN

RHL

RIL 51%

49%

RBL 19.5%

R EVL 33.6%

7.23%

RML 20%

23.2%

RTSSL 50%

RNSSL 50%

RDL 75%

10.8%

KML 42.2%

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Chapter – 3 Industry Profile

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RANE BRAKE LININGS LIMITED

HISTORY:  Rane was born in 1923 as a company distributing automobiles and components.  In the 1950’s aided by Government policy changes Rane launches its first manufacturing venture.  A beginning was made with engine valves and other parts followed.  By the mid 1970’s Rane had become a successful and well known name in India in the field of automotive components. The 1990’s:  Commencing in 1991, there were dramatic shifts in the policy environment. A company closed for 45 years opened up nearly totally.  Major car companies from across the world set up manufacturing operations in India despite high import tariff for parts. Sam of them even encouraged their suppliers to come to India.  Evidently the car companies not only saw sizable markets but also local capability and low cost opportunities to supply them with locally made components.  Rane has mould over the years to become a leader today in each of its major product lines.

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 The group employees over 3000 people spread across 11 plants at various locations in India.  Rane Brake Linings (RBL) is part of the $ 261 mil Rane Group which has collaborations with global majors like TRW USA.  Rane group is a leading manufacturer of safety critical automotive components in India with a consolidated group turnover of Indian Rs.8.7 billion (U S dalliers 192 Million) 1n 2003-04.  The Rane group is a preferred and dominate supplier to Original Equipment manufacturers in India across industry segments – Passenger cars, Multi Utility vehicles, Light commercial vehicles, Medium and heavy commercial vehicles, Form Tractors & Two- wheelers. Rane products are exported to 19 countries across the global. MANUFACTURING LOCATIONS AND PRODUCTS

Location:

Automotive products

Railway Products

Asbestos

Asbestos

Non – asbestos

Non - asbestos

Brake Linings

Railway Brake Blocks

1) Chennai

Disc Pads Clutch facings 2) Hyderabad

Automotive products

Railway Products

Asbestos

Asbestos

Non – asbestos

Non - asbestos

Brake Linings

Railway Brake Blocks

Disc Pads

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Clutch facings 3) Pondicherry

Automotive products

Railway Products

Non – asbestos Brake Linings

Non - asbestos

Disc Pads

Railway Brake Blocks

Clutch facings

ABOUT HYDERABAD PLANT: It is one of the leading subsidiaries of the Rane Group and the project under study confined to Rane Brake Linings Limited HYD (Pregnapoor) unit. Rane Brake Linings is located in Pregnapoor Village, Gajwel Mandal which is a part of Medak District, Andhra Pradesh. This aria is centrally notified backward area. Pregnapoor is about 60km away from Hyderabad. This Village has been tremendous improvement in the past decade after the establishment of this unit. Rane Brake Linings Pregnapoor was earlier a separate company called “Sree Auto parts Limited”(SAPL) which was established in 1986. Rane Brake Linings took over a major share holding of this company in 1991. It is one of the Brake Linings, Clutch Facings and Railway Brake Blocks in the industry. Vision:

 To remain market leader in India and a global player in friction material composites through environment friendly technology & people competence. Mission & Value:

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 Provide superior products and services to our customers and maintain market leadership  Evolve as an institution that serves the best interests of all stakeholders  Pursue excellence through total quality management  Ensure the highest standards of ethics and integrity in all our actions

About Products:  RBL is committed to deliver Quality Products: Brake Linings:

Being a critical part for vehicle safety, OEMs don’t look beyond RBL to cater their needs for Brake linings in India. We are OE suppliers to reputed companies like Daimler Chrysler, Indonesia Clutch Facings:

Apart from the std. Clutch facing materials in our range, our commitment to environment has motivated us to develop environmental friendly clutch facing material which is gaining popularity amongst our customers. Disk Pads:

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When Hyundai commissioned their search for a world class supplier of Friction materials for its Indian operations, they were more than relieved to find RBL next door. We supply to leading passenger car manufacturers like Tata Motors, Maruti Suzuki, General Motors, Mahindra & Mahindra to name a few.

Brake Blocks:

Recently we have commissioned a Rail Dynamometer involving a substantial investment for testing our Rail Brake blocks. But then, when institutions like the Indian Railways & Srilankan Railways depend on our R&D capability to design, test & supply products of the highest quality, we don’t have much choice, do we?

Main Competitors in the Market:

 TVS  ANL  Brake well

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Achievements and Standards:  It has achieved the ISO – 9001 certification in 19994  Implemented Manufacturing Systems Redesigning (MSD)  Implemented Total Productive Maintenance (TPM)  By redefining the standards, the company has to tiny credit, the ISO – 14001 certification which it acquired in October.  Implementing the principles and practices of TQM (Total Quality Management) and bagged the prestigious “Deming Award in 2003 and 2007 for its best TQM practices.  RBL has achieved ISO/TS 16949 in 2005 Future plans:  RBL is aiming for Japan Gold Medal in 2007. Departmentation: There are seven departments in the plant. They are:

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1. Production department. 2. Plant – Engineering department. 3. Commercial department. 4. Quality department. 5. Accounts department. 6. Human Resource department. 7. Marketing department.

Distribution Channel: RBL having own Depose throughout in India. The stock has distributing to the wholesale distributors through depose. The main places of RBL depose is: 1. Chennai 2. Bangalore 3. Secendhrabad 4. Kerala 5. Delhi 6. Jalandhar 7. Indoor 8. khan poor 9. Jaipoor 10. Pune 11. Serkag 12. Kolkatha

The main wholesale Distributors in India is: 1. Speed-A-way Ltd.(6 places) 2. Georgeoks Ltd(5 places) 3. JMA Rane Marketing Limited(3 places)

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800 highly motivated work force... •

Rane Brake Linings (RBL) is part of the $ 261 mil Rane Group which has collaborations with global majors like TRW USA.

•

Established in 1964, it has grown to a $40mil company today. It has in its product range Asbestos & Asbestos free Brake Linings, Clutch Facings, Disc Pads and Railway Brake Blocks.

•

Is in collaboration with NISSHINBO Japan, a global leader in friction material manufacturing

•

Its Products are found in a wide variety of applications such as Commercial Vehicles, Cars, Two wheelers, Trains, Aircrafts etc...

•

Backed by a 800 - strong highly motivated work force at three manufacturing locations.

•

Backed by a 800 - strong highly motivated work force at three manufacturing locations.

•

Catering to market segments such as Vehicle manufacturers, after markets and Railways.

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•

ISO 9001 and ISO 14001 Certified By TUV, Germany RBL has recently been awarded the coveted Deming Prize for excellence in TQM practices

•

Established an extensive marketing network by opening 12 depots across the length & the breadth of IndiaRBL today is the No. 1 Friction Material Manufacturer in India

Manufacturing Facilities:

 RBL's advanced manufacturing facilities engage world-class technology thro' strong alliances with Nisshinbo, Japan.  Access to worlds best technology through technological Tie - up with:

• • • • • •

M / s NISSHINBO, Japan (active) TMD, UK (1964 to 2002) Member of British Friction Material Council and WVA, Germany In house R & D with state-of-the-art equipment R & D expenditure exceeds 2% of turnover per annum Test Facilities - a suite of six dynamometers

     

DYNO I – Linings & Disk Pads DYNO II - LCV – Linings & Disk Pads DYNO III - PCV – Rear Linings & Disk Pads DYNO IV - RAIL / CV – Rail Blocks & CV Linings DYNO V - PCV – Disc Pads DYNO VI - PCV - Disc Pads

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Testing facilities: • • •

Products go through comprehensive testing and validation in the modern test facilities Four inertia dynamometers, a thermo gravimetric analyzer, the gas Chromatograph technology and Correvit used for on-board testing Simulated test conditions ascertain performance characteristics

Inertia dynamometer – 1  Inertia range: 1.426 ~12.772 Kg m sec²  Used to evaluate the brake assembly of passenger car Inertia dynamometer – 2  Inertia range: 4.612 ~ 29.961 Kg m sec²  Used to evaluate the brake assembly of PCV and LCV Inertia dynamometer – 3  Inertia range: 0.76 ~ 9.0 Kg m sec²  Used to evaluate the brake assembly of PCV

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 Imported dynamometer (Krauss – Germany)  Electronic inertia simulation is possible. Inertia dynamometer – 4  Inertia range: 66 ~ 320 Kg m sec²  Used to evaluate the brake assembly of RAIL and HCV Inertia dynamometer – 5  Inertia range: 0.35 ~ 5.0 Kg m sec²  Used to evaluate the brake assembly of PCV

Financial Performance: particulars

2007 -2008 Rs.Million.

2006 -2007 Rs.Million.

2005 -2006 Rs.Million.

1796.73 122.35 43.60 168-86 33.00 -

1577.81 39.38 190.52 52.82 137.70 33.00 -

1396.06 122.13 226.90 36.07 190.83 33.00 10.00

201.86

170.70

233.83

Sales and operating revenue Other income Profit before Tax after Dep. Provision for Tax Profit after Tax Surplus brought forward Debenture Redemption Reserve withdrawn Amount available for Appropriation

Graph: 1 Sales and Profits:

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2000 1500 Sales Profits

1000 500 0

2007-2006 2005-2006 2004-2005

Quality Policy: RBL believes:  That customer satisfaction is an imperative and this is achieved by supplying quality products in time at competitive prices.  That quality should be designed, engineered and built into the product through appropriate technology.  In ensuring adequate in-house testing facilities, to create confidence and trust in customers, on the performance of its products.  In total employee involvement and commitment, by imparting adequate knowledge and skills to all levels of employees, are the prime objectives of the company.  In doing things right first time and every time. • •

Products are routed through stringent quality norms to match expectations Accredited with ISO 9001:2000, TS 16949 and ISO 1400 certifications

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•

Winner of the Deming prize in the year 2003

Environment Policy:  RBL will strive to understand & minimize the environmental impact of its products & processes.  The processes include the manufacturing process, disposal of manufacturing waste & product usage.  Impact refers to resource consumption & any possible hazards, during each of these processes.  Resources refer mainly to non-renewable natural resources.  The hazards may be environment - related or occupational hygiene- related.  Impact assessment would consider the effect of inhalation, ingestion & contact - through land, water or air.  RBL will minimize any environmental impact through appropriate initiatives.

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What new? 

Commenced supplies of aircraft disc pads to Hindustan Aeronautics Ltd.



Single source for disc pads to General Motors for Tavera.



Commenced supplies to Ford India for Ikon

Corporate Organization chart:

Chairmen Vice Chairmen President

36

GM HR

SR EXC

GM Plant

EXC

Module MGR

GM MKT

HR MGR

After MKT

OE MKT

Head Materials

Export

Railways

Regional MGR

Dy. MGR

Asst MGR Sr.EXC

EXC

Sr.Executive

Excutive

37

Vice President Finanace

38

CHAPTER – 4 RESEARCH OBJECTIVES & SCOPE OF RESEARCH PROJECT

1. PROBLEM DEFINITION: Since competition become tightened in the automobile sector, due to entrants of more manufactures including local players may reduce sales and profits of Organization. They come up with new innovative products. At this time, to measure the customer satisfaction level, the information from customers

39

to be collected. Local players may reduce the sales of organization. So that makes customer to use the local Player’s products and what makes convince to them towards quality products.

2. OBJECTIVE OF RESEARCH: The research is done to Customer Satisfaction of the Rane products. The main Research objectives are:  Whether the customers are satisfied with the product.  Awareness of the brand in the market.  When thy satisfied with Price, Quality, Service and Availability.  Whether they are satisfied with Quality, Price, Service and Availability of the product or not.  To know the market share of Rane Brake Linings.

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CHAPTER: 5 RESEARCH METHODOLOGY & LIMITATIONS

RESEARCH METHODOLOGY

Research an academic activity and such the terms should be used in a technical sense. According to Clifford Woody Research comprise defining and redefining problems, formulating hypothesis or suggesting solutions, collecting, organizing and

41

evaluating data. Research methodology is a way to systematically solve the problem. It may be understood as a science of studying how research is done scientifically.

Hypothesis: 

Rane Brake Linings Ltd has been well recognized in the market.



Products offered by the Rane Brake Linings are Quality and Availability at t competitive Price.



Rane Brake Linings gives strong competition to the existing manufacturers and rivals.



Rane Brake Lings gives best value to the customers.



It has occupied more market share defeating other manufacturers.



It’s a leader in the Brake linings manufacturers sector.

I. Followed the following steps for research is done scientifically. 1) Define the problem: Since competition become tightened in the automobile sector, due to entrants of more manufactures including local players may reduce sales and profits of Organization. They come up with new innovative products. At this time, to measure the customer

42

satisfaction level, the information from customers to be collected. 2) Preparation of research design: After the formulating the research problem in clear terms, I prepared a research design 1. Research design: The research had been conducted through survey. Design is as follows:  Meeting customers in different regions such as Hyderabad, Vijay Wada and Nellore across Andhra Pradesh.  Prepared Questionnaire regarding to Measure Customer Satisfaction.  Questionnaire is relevant to the problem.  Asking customers those questions directly to given information.  Met nearly 325 customers such as end user Mechanics and Drum cutters.  Data analysis and Interpretation to draw conclusions. 2. Sampling plan:  It was conducting in Hyderabad, Vijay Wada and Nellore. These are the main divisions which has potential the Light Commercial Vehicles, Heavy Commercial Vehicles. 

So these divisions will contribute more information to ascertain and measure the Customer Satisfaction.



Mechanics is the main customers to give actual information.



In this replacement sector Mechanic is the direct customer can give more information regarding the product.

3. Sample Size: All the items under consideration in any field of inquiry constitute a population. A complete enumeration of all the items in the population is known as a census inquiry. It is not possible to survey the whole census so I decide the sample size for the collection of primary data.

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PLACES: Hyderabad, Vijayawada and Nellore.

SAMPLE: All the Mechanics and Drum cutters.

SAMPLE SIZE: 325.

Primary data: Primary data collection was done by the survey directly from the customers, retail out lets and whole sells distributors. There was well structured questionnaire for seek response from the respondents. Personal interview was conducted for collecting necessary information.

COLLECTION OF DATA: Data was collected through Questionnaires: QUESTIONIRIES DATE: ------------PLACE: ------------

44

Service station name: ---------------------------Address: ------------------------------------------Mechanic Name: ----------------------------------Contact No: ----------------------------------------Q No1] what are the vehicles are you servicing?

[ ]

1) LCV 2) HCV 3) Others Q No 2] how long have you been servicing the vehicles?

[ ]

1) 1 to 10 years 2) 10 to 20 years 3) 20 to 30 years 4) Above 40 years Q No 3] which company Brake Linings are you prefer?

[ ]

1) Rane 2) TVS 3) ANL 4) Brake well 5) Others Q No 4] what makes you to buy that company product?

[ ]

1) Quality 2) Price 3) service 4) Availability Q No 5] if you buy Rane Brake Linings, what is your opinion?

[ ]

1) Excellent 2) Good 3) Average 4) Poor Q No6] if you don’t buy RBL, give us the reason.

[ ]

1) Quality 2) Price 3) Service 4) Availability Q No 7] as per your requirement if we change Quality, Price, Service and Availability, will you buy our product?

[ ]

Q No 8] which one you prefer of the followings if we offer?

[ ]

1) Cash coupon 2) Gift coupon 3) Price Discounts Q No 9] what are your good suggestions to improve the sales Specify____________________________________________

Research limitations: 1. Area coverage: Main area has been covered through research. Areas are Hyderabad, Vijaywada and

45

Nellore has been covered. These areas are vast and big. An entire region has been covered by me only. Its difficulty cover entire place by single person. 2. manpower: As mentioned above the areas covered under this project are very huge. It is merely not possible to cover such huge area by one or two people but requires minimum 2 group’s 8 to 10 people to carry out required project. So manpower is also one of the constrains for this project.

3. Time management: Sometimes it is difficult to take appointments and personal interview of the customers. This was due to non - availability or busy with their work of the concerned person because of his routine schedule & prior appointments.

46

CHAPTER – 6

DATA ANALTSIS, INTERPRETATION AND PRESENTATION

Data collection & Data Analysis

Market

47

Primary

Secondary

The Primary market segment consists of:  Mechanics  Drum cutters  Retail shops The Secondary data has collected from:  Internet  Company Department’s

1. Total Market Share in Andhra Pradesh BRAND NO. 1 2

BRAND NAME RANE TVS

No of Respondent 165 68

Percentage 51% 21%

48

3 4 5

BRKE WELL ANL OTHERS

46 43 3

14% 13% 1%

GRAPH: No.of Respondent

13%

1%

1 RANE 14%

2 TVS 51%

3 BRKE WELL 4 ANL 5 OTHERS

21%

2. The vehicles, which are servicing by Mechanics. Sr. No.

Vehicles

1

HCV

No of respondents 167

Percentage 51 %

49

2 3

LCV OTHERS

114 44

35% 14%

GRAPH: NO No.OF ofPERSONS Respondent

14%

1 HCV 51% 35%

2 LCV 3 OTHERS

2. Servicing Experience of Mechanics.

50

Sr. No.

years

No. of Respondents

Percentage

1. 2.

1 to 10 10 to 20

83 138

26 % 42%

3. 4.

20 to 30 Above 40

64 40

20% 12%

GRAPH: No. of Respondents

12% 26% 1 to 10 20%

10 to 20 20 to 30 Above 40

42%

3. Customers preference in the Product.

51

Sr. No.

PREFERD

1. 2. 3. 4.

Quality Price Service Availability

No. of Respondents

Percentage

178 102 32 13

55% 31% 10% 4%

Graph: No. of Respondents

10%

4%

Quality Price Service

55% 31%

Availability

4. Performance of Rane Brake Linings in the market. Sr. No. 1.

Feedback Excellence

No. of Respondents 179

Percentage 55%

52

2. 3. 4.

Good Average Poor

113 22 11

35% 7% 3%

Graph: NO. OF RESPONCE

35%

7% 10%

Excellence Good Average

3%

Poor

55%

5. What Customers do not like in RBL.

53

S.no.

Feedback

1. 2. 3. 4.

Price Service Availability Quality

No. of Respondents 128 112 71 14

Percentage 40% 34% 22% 4%

No. of Respondents

4% 22%

40%

1 Price 2 Service 3 Availability 4 Quality

34%

6. Demand for RBL if changes are done according to the requirement of Negative Customers.

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Sr. No 1. 2.

Opinion Yes No

No. of Respondents 152 8

Percentage 95% 5%

160 140 120 100 80 60

yes no

40 20 0

8. Customers priorities for Discount offer.

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Sr. No

Opinions 1. 2. .

No. of Respondents

Cash Coupon Gift Coupon Price Discount

84 193 48

Percentage 26% 59% 15%

NO. OF RESPONCE

15% 26%

1 Cash Coupon 2 Gift Coupon 3 Price Discount

59%

9. Customers suggestions. Sr. No.

Suggestions

No. of Respondents

Percentage

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1. 2. 3.

Increase Servicing Reduce Price Increase OE Sales

133 108 84

41% 33% 26%

No. of Respondents

26% 41%

1 Increase Servicing 2 Reduce Price 3 Increase OE Sales

33%

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CHAPTER – 7 CONCLUSIONS & SUGGESTIONS

CONCLUSIONS:  RBL has been occupied 51% of market share of Brake Linings in the replacement marketing in Andhra Pradesh followed by TVS, and Brake well.

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 RBL is the Market Leader in Replacement Market.  51% of Mechanics doing services for HCV.  35% of Mechanics doing service for LCV.  14% of Mechanics doing service for others.  Many of the Mechanics vote for Quality and Price of the product rather than Availability.  55% of Mechanics said performance of RBL is excellence.  35% of Mechanics said performance of RBL is good.  7% of Mechanics said performance of RBL is avg.  3% of Mechanics said performance of RBL is poor.  So it’s clearly indicating performance of RBL is good at an avg.  Price of the products is high.  Service providing by the RBL is avg.  Supply of the RBL products for OE segment in HCV is low with Japan collaboration vehicles.  Some times Quality of the product becoming hard.  Many of negative customers out of 182 mechanics prefer to buy if RBL will do the changes in terms of Price, service and Availability of product.  Many of the customers vote for Gift coupon.  Many of the customers suggesting RBL to provide best service, Reducing Price and increase OE sales.

SUGGESTIONS:

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 Since the Mechanics prefer the products which are before assembled with the vehicles, it’s necessary to RBL has to tie up with many manufacturers of HCV and LCV vehicles for supply of its products.  Organization has to keep concentrate on maintain Quality and improving Service.  Marketing executives have to constantly meet Mechanics get the feed back from them to improve Quality, Service of the products.  Mechanics are the main source for our company. We need to attract them by giving chance to participate in company occasional activities. 

Gift coupons have to be offered inspire of cash coupons, since Retailer are loosing their profit and prefer to sell other brands which are giving them more profits. Retailers are getting coupons cash from the executives after long period.

Bibliography:

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Books: 1.

Marketing Management – By Philip Kotler, 11th edition.

2.

Marketing Management – By V.S Ramasvami & S.Namakumari, 3rd edition.

3.

Marketing Research – By D.D Sharma, 2nd edition.

4.

Research Methodology – By C.R Kothari, 2nd edition.

Websites: 1. www.ranegroup.com 2. www.google.com

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