Clutch Auto

SUMMER TRAINING REPORT On

“PROMOTION OF EMPLOYEES OF CLUTCH

AUTO ”

Submitted in partial fulfillment of the requirement of degree in

Bachelor of Business Administration

UNDER THE GUIDANCE OF: SUBMITTED BY:

Ms. Name : RAVI SHANKAR (Lecturer BBA Department) Class : BBA V sem Class R.No :

Reg. No : Uni.R.No :

AFFLITED TO

MAHARSHI DAYANAND UNIVERSITY, ROHTAK

Session 2010-11

ACKNOWLEDGEMENT

First of all I would like to thanks almighty for this blessing that helped me to achieve everything I had

tried to till now.

In Faridabad (Managerial Body and Staff)

Mr. Pramod Kumar (Marketing Replacement)

Mr. S.C Bhardwaj (Marketing OEM)

Mr. G. Chaturvedi (Marketing Export)

Mr. Giriraj Sharma (Marketing Executive)

Next preparing this project report. I want to give special thanks to Mr. Giriraj Sharma and all the

staff of Faridabad office. His real guidance and motivation to work hard helped me a lot during my

training. In spite of his busy and hectic schedule it was only personal efforts of him that I could

complete my project report without his guidance and motivation. I could not thing about doing my

work.

I am also extent my warm thanks to my parents, institute and friends who always encourage me to

work hard. And have provided generous sport for my research.

I would like to thanks Mr. Manoj Kumar pass out student of BBA in RBS Delhi. Who helped me in

market survey and making project report also.

RAVI SHANKAR

PREFACE

I have a great pleasure in presenting my marketing project 'Marketing Research' of Clutch Auto Ltd.

Which is an integral part of the curriculum of our Programmed?

The main purpose of the project is to provide the students with the practical exposure of the today

changing industrial scenario. The training develops practical skill and analytical thinking.

Without which one can't consider himself as a qualified capable person. To fulfill this requirement I

have completed my training project in Clutch Auto Ltd. which is indeed a prestigious global industry

holding leadership in the various clutch plates. At first every thing seems to be strange and unheard

but as the time pass one understand the concepts and working of the organization and there by

develop the professional relationship.

Initially it is felt as if a classroom study was irrelevant and useless in any concern working but

gradually it is realized that all the basic fundamental concept studies and are linked in one or other

ways but how and what can be done with fundamental depending upon the intellectual capability of

the individual it just a matter of modifying the theory so as to apply it to a given practical situation.

It presents a sound theoretical exposition along with explanatory notes in a clear and lucid

language. The facts are arranged in logical manners.

RAVI SHANKAR

TABLE OF CONTENTS

SNO. PARTICULARS PAGE NO.

1. Company Profile

2. Review of Literature

3. Synopsis of Study:

Title of project

Objectives of study

Scope of study

Research methodology

Limitations

4. Analysis & interpretation

5. Findings

Conclusions

Recommendations & suggestions

6. Annexure & Questionnaires

Annexure I

Bibliography

Webliography

CHAPTER – 1

COMPANY PROFILE

CLUTCH AUTO – AN OVERVIEW

Clutch Auto Limited was established in 1971. It commenced its commercial operations in

1972.Clutch Auto Ltd. is one of the largest commercial clutch houses in India. Clutch Auto has

worked to Exemplary high standard of clutching technology with the use of latest state of clutch

technology and an excellent pool of talent, trained and highly skilled workforce led by dynamic

managers and management staff. Clutch Auto management has thereafter kept pace with latest and

sophisticated clutch technology being used by developed countries like Japan, UK, France, USA,

Canada, Italy, Israel, etc. by close globalization with other clutching companies and equipment

manufacturers on a regular basis. The company has a very strong commitment to human resource

development and employees substantial expertise in its graduate engineer trainee, trade trainee and

diploma engineer trainee schemes.

Clutch Auto undertakes total execution of any clutching job that involves pre-clutch processing and

plant making, BRASS RIVETTING and Bearing Multiple clutch machines. Besides all types of

clutch making and finishing operation are also carried out in a totally integrated manner.

1. Clutch cub limited India's No 1 Clutch manufacturer and exporter.

2. 31 years leadership.

3. 1.2 Million clutch discs and 0.6 million cover assemblies per annum.

4. Export to more than 30 countries 90% of total exports to north America.

5. OEM to all Major Vehicle Manufacturers.

6. Producer or friction material & powder metal complement.

7. Sole supplier to Indian defence.

8. Largest distribution network for after market.

9. 300 design for the North American market alone.

PLANT & EQUIPMENT

1. All products undergo strict manufacturing and procure controls during various staffs of

manufacture.

2. All products are individually and fully balanced to suit different vehicles.

3. Clutch auto limited follows a policy or providing product & a level or services that constantly

meets customer requirements and pursue the programme of continuous improvement therefore

improved work practices and involvement of its employees.

DESIGN

Latest stake of the art computerized system.

Quick time to market.

PRODUCT RANGE

160mm-420 dia clutches.

Clutch Discs (Asp./free, unlined silent single and multi stage).

Cover assemblies (Diaphragam, lever, dual).

Kits and components (Hubs, pressure plates, lever, springs).

Metallic Cerametallic, Bonded Discs.

Tractors Clutch, Safari CLUTCH, PTL/Escorts) and CLUTCH for UNA, Maruti, ZEN,

CELLO Heavy commercial vehicles, and earthmovers and Battle tasks.

ACHIEVEMENT

Clutch auto ltd. is the first clutching industry to be certified by ISO 9002.

The clutch auto is the India no 1 clutch manufacturer and exporter and 31 years of leadership. Clutch

auto ltd. export to more than 30 countries 90% of total exports to north America, and 300 design for

the American market alone.

Clutch auto ltd. Manufacturers clutch product with high quality and the best recognized standard in

the industry. Clutch auto manufactures 1.2 million clutch discs 0.6 million cover assemblies per

annum.

OBJECTIVE OF THE COMPANY

To make maximum business, never to compromise on quality and earn maximum profits in

order to benefit the employees.

To satisfy the demands of growing organization, employees and the clients.

To ensure maximum satisfaction to the clients.

To maintain integrity & fair play.

To function as a model units, follow all the laws applicable, report profits and pay all the

levied taxes.

To maintain an open information system and understanding within the company and outside.

COMPANY'S STRENGTH

CAL established its capabilities starting manufacturing activity without any collaboration originally

on reverse engineering but soon established a research and development department with testing

equipment for evaluation of clutches.

Today CAL is an originally equipment supplier to all vehicle manufacturing in India besides having a

large share in defense , state transport undertaking, replacement market and export.

Technology support from AISIN SEIKI, Japan, and its collaboration for the Japanese vehicle (joint

venture with Suzuki motors corporation, japan).

Technology support in powder metallurgy area through its tripartite agreement with DMRL

Hyderabad, BPMA and MIMSK. CAL is developing powder metallurgy based cerametallic friction

materials for applications like railway brakers, tractor brake discs, scooter clutch discs, etc.

By way of infrastructure, the company is having adequate technical expertise in design and

manufacturing activities with a number of experience qualified engineers and diploma holders.

Six step towards scientific management & improvement productivity

Adoption of total quality management (TQM):- Around the time exim bank sanction the development

grant, the company adopted the total quality management (TQM) as its philosophy for all its

operation and started concentrating on developing the attitude, environment and manpower to blend

with its plans towards improvement in quality, work, culture and productivity. In these efforts active

assistance was sought from maruti udyog Ltd. In vendors upgradation department (who adopt CAL to

develop as a model vendor) and telco (who nominated CAL for the self certificate scheme).

A cadre officers were nominated to inculcate the values, discipline and principles as enunciated under

the TQM in action and transfer to the employers. This has now become a way of life CAL and

provides a base for implementation of the current project.

CAL has taken a certificate of ISO-9002: a British consultancy organization was engaged who helped

CAL to write the policy manuals and procedures. This was further refined by erotic of UK and is

under implementation. Now CAL is in effort for QS-9000 certification.

PRODUCTS FOR

Battle Tanks.

Heavy Duty.

Tractors.

Earthmovers.

Commercial Vehicles.

Cars.

NEW PRODUCTS LAUNCHING

Touch Less Material Handling.

Rust Less Material to FG.

Hammer Less Spring Fitment.

Noiseless Trolley.

Dustless/Swarf Less Casting P.P.

Steel Disc/Counter Discs.

Pressure Plates.

Lever & Support.

Damper Spring.

Cushion Spring.

Hubs & Rivets.

Sheets.

Facings.

Identification & Traceability.

Packaging.

QUALITY POLICY OF THE COMPANY

We follow a policy of providing products and a level of service that consistently meets

customer requirements.

Pursues the program of continuous improvement.

Improves work practices & involves its employees.

Quality management system in conformity with international quality standards.

Each piece individually balanced to suit different Vehicles.

QUALITY CERTIFICATES

ISO 9002 by KPMG, Peat Marwick USA (Sep, 1996).

QS 9000 and ISO 9001 by TUV, Germany (Sep, 1999).

R & D unit duly recognized by department of science and Industrial Research, Ministry of

Science and Technology Govt. of India since 1986.

TS 16949 export anywhere the entire world.

Technology Development

CAL's Technology for MillenniumDIAPHGRAGHM ASSLY TEST BENCH

EST CAPABLITIES

Full Scale Test- As per JASO (Measurement of Torque, friction face Temp, Speed under specific

inertia on flywheel)

Test under specific Torque

Stall Test

Anti Chatter Test- As per JASO (Under different Temp & Humidity)

Comparative Testing of Facings with a special Flywheel

R & D – Simulation under specific conditions

CAL's Technology for MillenniumBALANCING MACHINE

CAL's Technology for MillenniumTORQUE / HYSTERESIS TEST BENCH

Machines for ForgingCastings

Technology Changes

1971- Clutch Auto own Technology.

1982- Defense Metallurgical Research Laboratory, India.

1985- Aisin Seiki, Japan.

1986- Bylorussian Powder Metallurgy Association, Minsk.

1993- Niigrafit institute, Moscow.

MISSION & VISION

MISSION:-

To meet clutch requirements of each and every automotive application indigenously with continuous

up gradation of technology & experienced workmanship.

VISION:-

Global player by the year 2006-2007. Backed up by an investment in technology up gradation and

trained manpower.

BOARD OF DIRECTORS

V.C. & Managing Director: Vijay Kishan Mehta

Executive director: Anuj Mehta

Non-Executive director: K.K. Taneja

Non- Executive director: Shital Jain

BANKERS OF COMPANY

Punjab National Bank

Canara Bank

INFRASTRUCTURE

Clutch auto limited is the India's no 1 clutch manufacturer and exporter and with over 31 years of

experience in successfully serving customers around the world, Backed by the team of experienced

professional has built a reputation for sound business practices and quality over the years it uses state

of art equipment and offers complete solutions for the sound business practices and quality over the

years it used latest state of art computerized system the jobs are planned here and or per the

requirement is passed on to the various departments, such as:-

a) Process Department.

b) Disk Making Department.

c) Color Coding Department.

d) Finishing Department.

PRODUCTION CAPACITY AND RANGE

Company plants spread all over India produces 1.2 million clutch discs and 0.6 million over ass

employs per annum. Company product range is between 160mm-420dia. Clutch company produce

over assemblies (Diaphragm, lever, dual) and metallic, Cerametallic & Bonded Disc. Company

export to more than 30 countries 90% of total export to north America.

DEPARTMENT

Composing

Processing

Disc Making

1. Color coding of disc

2. Drilling Machining

3. Sub Assembly

4. Final Inspection

Binding and Finishing operation

Quality assurance & engineering

Research and Development

Sales

Purchase

Personnel

Engineering/Maintenance

Administration

Accounts

Computer

Export and Import financial

Store

1. Raw Material Store

2. Finished goods Store

ORGANIZATIONAL STRUCTURE

The workforce of the organization is classified into:

1. Management and Supervisior

2. Workman including office staff

The cadre are :

Designation Grade

1. Chief Executive I

2. Senior Manager II

Deputy Senior Manager IIA

3. Manager III

Deputy Manager IIIA

Asst. Manager IV

4. Senior Foreman V

Foreman VI

Asst. Foreman VII

5. Senior Supervisior VIII

Supervisior IX

Asst. Supervisior X

6. Senior Charge hand

7. Workman

RAW MATERIAL AVAILABILITY

Clutch auto ltd. Manufactures clutch products with high quality and the best recognized standard in

the industry with a liberalized economy. Clutch auto ltd. has an access to duty for paper steels form

anywhere in the world. Besides this, sufficiently inventory is continuously maintained to shorten the

turn around time.

LOGISTICS AND COMMUNICATIONS

The clutch auto ltd. gets special services from global shipping companies, which enable timely

delivery of consignments. And, with its network of offices in India, London and North America,

Assistance is always near at hand.

IMPORTANT CUSTOMERS: -

Tata Group

Cello

North America

Safari

Maruti

PRESENT POSITION: -

With the desire excellence state of the art computerized system the clutch auto ltd. is India's no 1

clutch manufacturer and exporter company produce 1.2 million clutch discs and 0.6 cover assemblies

per annum. Company to more than 30 companies 90% of total export to north America company

product range is 160mm-420mm dia clutches and company produce clutch disc. (Asb/free, unlined,

silent, single and multistage) cover Assemblies. (Diaphragm, lever's, Dual) kits and components

(Hubs, pr. Plates, lever springs, etc)

FUTURE PLANS

A already mention earlier, clutch auto limited is one of the modern clutching company in india due to

globalization and new economic policy, the company to survive in this industry to face the

competition. The company has geared up it self to accept any challenges. This is the demand of the

hour that out every company has to go for diversification and carton has also done the same thing.

Apart from the present unit at Faridabad company has its own specialized unit located at different

places and his future plans company wants to improve his quality of clutch disc and want to increase

his production. Range nad production capacity, company wants to setup his new separate plants. It is

well knew fact that the clutching business has been adversely affected done to the change in cut

policy as well as much rooming of all small clutching companies. Company is also striving hard to it

may also state a clutching unit in the north America.

Along with the diversification plates and widening the range of product the company is also striving

has to achieve his standard and improve his quality. Clutch become India's no 1 manufacturers and

exporter company.

NATIONAL AWARDS

ACMA Technology Award 2000-01 Trophy.

2000 AD Millennium Award for Excellence in the category of Marketing Company (Large scale)

form Institute of Marketing & Management, New Delhi.

First Prize National Award for Indigenisation of defence Stores for 1995-96 from Ministry of

Defence, Govt. of India.

Award for Technology Development from DGTD, Ministry of Industries, Govt. of India 1994.

ACMA Technology Award, 1991-92 Certificate of Merit.

Technology innovation Award 1985-ASRTU (Association of State Road Transport Undertaking).

MATERIALS

WE USE

High quality materials.

Best recognized standards in the country.

Very strong supplier base for the diverse range of components.

FUNCTIONS OF THE DEPARTMENT

PRODUCTION PROCESS

Production process starts with customer support department this include let of steps such as Disc

making, colour coding of Disc heat treatment machining of forging, Automatic facing riveting

machine this department mainly include three major function Planning, Production and control.

PLANNING

Planning includes listing out of jobs, specification of machines and quality of impressions the

department plans the work load and time given to each machine per week.

PRODUCTION

The jobs are allotted to Disc making, color coding, Assembling respectively the respective machine

perform the job of sheet cutting, color disk making and Disk assembling. Finally the product is sent to

dispatch and a report is prepared for the efficiency of the job or each machine.

CONTROL

It is very important function perform by production department controlling here is eliminating the

deficiency in the production and planning activities to look after that jobs are sent to respective

machine in time, and that there is or delay in disk making and the right discs is manufactured.

CUTTING, COLOUR CODING, ASSEMBLING AND DISC'S MAKING

This department can also be responsible for sheet cutting, colour cutting and assembling the disk. All

product undergo strict manufacturing and process controls dusting various stapes of manufacturing all

product are finally balanced and are individually to suit different vehicles. The department

responsible for disk making. Disk making involve following steps: -

1. Sheet cutting

2. Modifying

3. Color coding

4. Heat treatment

5. Automatic facing riveting Disc

6. Machining of forging

7. Drilling & machining

8. Bearing case assembly

9. Blower

10. Final assembling

11. Final Inspection

Material are raised form stores through purchase requisition clutch auto ltd. manufacture clutch

product with high quality and the best recognized standards in the industry.

QUALITY

Clutch auto ltd. follows a policy of providing product & a level of serves that constantly meets

customer requirement, and pursues the properness of continuously important through improved work

practices and involvement of its employees.

PACKING

1. Compact and study cardboard packing, shrink wrapped or strong wooden pallets.

2. All boxes cleanly labeled.

3. Antirust paper.

ENGINEERING (UTILITY AND SERVICES)

This department takes care of safety measures and smooth running of all mechanical, electronic and

electrical equipment and tools, such air conditioner, boiler, forklift, compressor, tools room, etc. It

also provide services to civil engineer & other employees.

FINISHING OPERATIONS

It includes folding, cutting and binding of output for dispatch, binding is done by: -

1. Saddle stitch through Gang stitch machine.

2. Rotor binder through Rotor binder mashing.

DISPATCH

All the finished products are dispatched by this section as per instructions by customer support

department. Only quality assurance suited products with green slip shall be received dispatch area.

Either internal or external transport is used for delivery.

PURCHASE

Purchase section has a crucial role in affection the overall cost incurred in production and the quality

of the output. It has the responsibility of purchasing standard material at optimum price and supply it

to the stores department. All negotiation regarding purchase, from the seller and complaint from the

user department or the client for the default of input material is handled by purchase department by

planning on the complaint to the seller.

INDUSTRIAL ENGINEERING

Is concerned with the design, improvement and installation of integrated investment of men, material

and equipment. It draws upon specialized knowledge – skill in Mathematical, Physics and Social

Sciences together with the principles and method of engineering analysis and design to specify,

product and evaluate the results to be obtained from such system.

STORES

This department plays an important role in the functioning of the production activities. Any

commodity or material required in the factory premises is being updated by stores. Any input

material, machinery equipment, etc are kept in stores before it is sent for production purpose. The

department has the responsibility of receiving and storing materials purchased by purchase

department about the quality of material store. The department has direct link to most of the other

department. It also has a continuous involvement with the customer support in order to assist it for

unbiased and smooth functioning of production. Stores follows the First in First Out (FIFO) method

of inventory control system. In FIFO method of inventory control, a particular lot of any material

which is received by stores on an earlier date will be issued first and then the lot which was received

on a later date.

QUALITY ASSURANCE

Its function is described in following steps: -

1. Inspection of incoming material in the stores like steels, Iron & Disk etc. Auditing of these

materials or lab testing is done.

2. In process inspection ; while assembling and after assembling (section wise) a green slip is

credited if output is correct.

3. After folding and binding and before dispatch, again a quality assurance procedure is carried on.

4. An annual report is prepared for the exception i.e. the report about what was the defects and

reason of the rejected samples.

CORPORATED OFFICES OF CLUTCH AUTO LTD.

Reg. office:

2E/14 first floor

Jhandewalan extension

New delhi-110055 india

Tel. 011-23670501

Fax.011-23670501

USA office:

7222 w. cermak road

Suite no.711, north riverside

IL 60546 USA

Tel:-1-708-443-0700

Fax:-1-708-443-0900

E-mail: [email protected]

Works:

12/4 Mathura road, Faridabad, Haryana 121003 INDIA

Tel: (91-129) 2275246 (6 lines)

Fax: (91-129) 2276039

E-mail: [email protected]

mailto:[email protected]

mailto:[email protected]

CHAPTER – 2

REVIEW OF LITERATURE

MEANING OF MARKETINGAND

MARKETING RESEARCH

Traditionally, Marketing has been defined as follows: "Marketing includes all activities that direct the

flow of goods and services from the producers to the consumers or users".

The Modern definition of Marketing is based on the philosophy that "Satisfaction of customers is the

basic purpose of business".

Marketing is the business process by which products are matched with the markets and through which

transfers of ownership are effected. Matching products with the market means determining the

requirements of potential customers and supplying those products which meet their requirements. If a

business produces the products to satisfy the requirements of customers, it is more likely to be

successful to achieve its objectives. Consumer oriented marketing ensures that all business activities

revolve around the customer.

The present-day marketing is consumer oriented rather than product-oriented. Product planning,

pricing, promotion and distribution are so organized that the needs of the customers are satisfied

fully. Marketing is a total system of interacting business activities designed to plan, price, promote

and distribute wants satisfying products and services to present and potential customers.

FUNCTIONS OF MARKETING

Marketing helps the firm to realize its profit goal by actualizing potential exchanges with the

customers. In this process the marketer performs a variety of functions. The functions relate to

understanding the market, planning and development of the product and service, promotion and

communication, physical movement and distribution, and finally facilitating the exchange. Following

are the functions involved in the marketing:-

Buying and Assembling: - Procurement of raw materials, semi-finished or finished products

has gained great importance for modern industrial and commercial enterprises. Raw-material are

purchased for production by the industrial enterprises and finished goods are purchased for resale

by the commercial enterprises.

Selling: - This is an important aspect of marketing under which ownership of goods is

transferred from the seller to the buyer. Sales may take the form of negotiated sale and auction

sale.

Standardization, Grading, Branding: - Standardization means setting up of specification

of a product. Grades of agricultural products are based on these specifications and standards. The

process of branding has attained great importance in the present-day marketing.

Packaging: - Packaging is traditionally done to protect the goods from damage in transit and to

facilitate easy transfer of goods to customers. Packaging facilitates the sale of the product.

Packaging has become one of the essential services of modern marketing.

Storage: - Goods are generally produced in anticipation of the demand. They have to be stored

properly in warehouses to protect them from any damage which may be caused by ants, rats, theft,

etc.

Transportation: - Modern organizations produce on a large scale to cater to the requirements

of customers scattered throughout the country.

Marketing research: - Marketing research helps in analyzing the buyers habits, relative

popularity of a product, effectiveness of advertisement media, etc.

Product planning and development: - A product is something which is offered by a

business firm to customers to satisfy their needs. It has great importance in all other areas of

marketing management.

Salesmanship: - personal selling is an important method of selling goods. It is widely used in

retail marketing. Salesmanship or personal selling involves direct and personal contact of seller or

his representative with the purchaser.

Advertising: - Advertising has become an important function of marketing in the competitive

world. It helps to spread the message about the product and thus promotes its sales.

Pricing: - Determination of price of a product is an important function of marketing manager.

Price of a product is influenced by the cost of product and services offered, profit margin desired,

prices fixed by rival firms and government policy.

Financing: - Financing and marketing function is interlinked with each other. The marketing

department has an important say on certain policies of the finance department in regard to cash an

credit sales.

Risk-Taking: - Risks are involved in almost all stages in the marketing process. Right from the

product planning, there are chances of risks due to changes in demand and supply conditions, loss

in storage and transport, loss due to natural hazards and other risks.

MARKETING RESEARCH

Marketing Research means application of research process in solving marketing problems. First and

foremost, the marketer needs to identify what are customer needs and wants. This involves study of

the markets and customers. Marketeer needs to understand what customer wants to buy, when they

are likely to buy, in what quantities do they buy, from where do they buy, etc. Customers tend to be

different. Their buying differs. In order to do marketing, the market must be studied to find out the

different customer groups present in market. For instance customers differ in terms of age, income,

culture, religion, location and so to do their needs and wants.

The Marketeer also needs to understand customer buying motives and needs. Different needs from

the same product. For example, a customer may buy shoes for protection, style, savings, etc. without

research of the customer motives, correct product and appeal cannot be identified. Similarly, a

product needs to be given a brand name. This would necessitate choice of a name from a plethora of

names. Again the Marketeer needs to do research to decide which name would appeal to the

customers the most. Likewise the product needs to be packaged. What should be the size of the

package cannot be decided upon without marketing research. Once the product is made labeled and

packaged, then the issue arises of how customers should be informed. A variety of media are

available to the marketeer to promote his or her product. The right choice of media cannot be made

unless research is done about the efficiency and effectiveness of all media types. On the whole

marketing research is an important function, which equips the marketeer in taking all important

decisions correctly.

Consumer market research is a form of applied sociology that concentrates on understanding the

behaviours, whims and preferences, of consumers in a market-based economy, and aims to

understand the effects and comparative success of marketing campaigns. The field of consumer

marketing research as a statistical science was pioneered by Arthur Nielsen with the founding of the

ACNielsen Company in 1923 and later the A.C. Nielsen center for marketing research.

Others forms of business research include:

Market research broader in scope and examines all aspects of a business environment. It

asks questions about competitors, market structure, government regulations, economic trends,

technological advances, and numerous other factors that make up the business environment

(see environmental scanning). Sometimes the term refers more particularly to the financial

analysis of companies, industries, or sectors. In this case, financial analysts usually carry out

the research and provide the results to investment advisors and potential investors.

Product research – This looks at what products can be produced with available

technology, and what new product innovations near-future technology can develop(see new

product development).

Advertising research –This is a specialized form of marketing research conducted to

improve the efficacy of advertising. Copy testing, also known as "pre-testing," is a form of

customized research that predicts in-market performance of an advertising before it airs, by

analyzing audience levels of attention, brand linkage, motivation, entertainment and

communication, as well as breaking down the ad's flow of attention and flow of emotion. Pro-

testing is also used on ads still in rough (ripomatic or animatic) form.Research is the scholarly

or scientific practice of gathering existing or new information in order to enhance one's

knowledge of a specific area. Research has many categories, from medicine to literature.

Marketing research, or market research, is a form of business research and is generally divided

into two categories: consumer market research and business-to-business (B2B) market

research, which was previously known as industrial marketing research. Consumer marketing

research studies the buying habits of individual people while business-to-business marketing

research investigates the market for products sold by one business to another.Marketing

research helps in analyzing the buyers habits, relative popularity of a product, effectiveness of

advertisement media, etc. its major task is to provide the marketing manager with timely and

accurate information so that better decisions could be made. The scope of marketing research

is very wide. It may cover all the areas of business which have bearing on the marketing

function.

TYPES OF MARKETING RESEARCH

Marketing research techniques come in many forms, including:

Ad Tracking- periodic or continuous in market research to monitor a brand's performance

using measures such as brand awareness, brand preference, and product usage.

Advertising Research- It is used to predict copy testing or track the efficacy of

advertisements for any medium, measured by the ad's ability to get attention, communicate the

message, build the brand's image, and motivate the consumer to purchase the product or service.

YEADS

Brand equity research- how favorably do consumers view the brand?

Brand name testing- what do consumers feel about the names of the product?

Commercial eye tracking research- examines advertisements, package designs, websites,

etc by analyzing visual behaviour of the consumer.

Concept testing – to test the acceptance of a concept by target consumers.

Coolhunting – to make observations and predictions in changes of new or existing cultural

trends in areas such as fashion, music, films, television, youth culture and lifestyle.

Buyer decision processes research – to determine what motivates people to buy and what

decision-making process they use.

Copy testing – predicts in market performance of an ad before it airs by analyzing audience

levels of attention, brand linkage, motivation, entertainment, and communication, as well as

breaking down the ad's flow of attention and flow of emotion.

Customer satisfaction research – quantitative or qualitative studies that yields an

understanding of a customer's of satisfaction with a transaction.

Demand estimation – to determine the approximate level of demand for the product.

Distribution channel audits – to assess distributors' and retailers' attitude toward a product,

brand, or company.

Internet strategic intelligence – searching for customer opinions in the internet: chats,

forums, web pages, blogs where people express freely about their experiences with products,

becoming strong "opinion formers".

Marketing effectiveness and analytics – Building models and measuring results to

determine the effectiveness of individual marketing activities.

Mystery consumer & Mystery shopping – An employee or representative of the market

research firm anonymously contacts a salesperson and indicates he or she is shopping for a

product. The shopper then records the entire experience. This method is often used for quality

control or for researching competitor's products.

Positioning research – how does the target market see the brand relative to competitors?

What does the brand stand for?

Price elasticity testing – to determine how sensitive customers are to price changes.

Sales forecasting – to determine the expected level of sales given the level of demand. With

respect to other factors like advertising expenditure, sales promotion etc.

Segmentation research – to determine the demographic, psychographic, and behavioural

characteristics of potential buyers.

Online panel – a group of individual who accepted to respond to marketing research online.

Store audit – to measure the sales of a product or product line at a statistically selected store

sample in order to determine market share or to determine whether a retail store provides

adequate service.

Test marketing – a small-scale product launch used to determine the likely acceptance of the

product when it is introduced into a wider market.

Viral marketing research – refers to marketing research designed to estimate the

probability that specific communications will be transmitted throughout an individuals social

network. Estimates of Social Networking Potential (SNP) are combined with estimates of

selling effectiveness to estimate ROI on specific combinations of messages and media.

All of these forms of marketing research can be classified as either problem-identification research or

as problem-solving research.

MARKETING RESEARCH PROCESS

Effecting marketing research involves the six steps shown in figure and illustration given below: -

Define the problem and research objectives.

Develop the research plan.

Collect the information.

Analyze the information.

Present the finding.

Make the decision.

Define the problem and research objectives: - The nature of the problem or opportunity

should be communicated and defined. This is the first step in finding solution.

Develop the research plan: - Designing a research plan calls for decision for the data

source, research approaches the research instruments, sampling plan and contact method.

1. Data source (Primary Data): - The normal procedure is to interview some people

individually or in groups to get a sense of how people feel about topic in the question.

2. Research Approach (Survey): - A company undertakes surveys to learn about people's

knowledge, benefits, and preferences and to measure these magnitudes in the general

population.

3. Research Instruments (Questionnaire): - In the preparing a questionnaire the

research carefully chooses the questions and their form, wording and sequence. The form of

questions asked can influence the response.

4. Sampling Plans:-

a) Dealers of clutch auto. (50 dealers)

b) Spare parts shops. (100 spare parts shops)

c) Sampling size (how many people should be surveyed)

d) Sampling procedure (how should be the responded chosen?)

5. Conduct method (Personal Interviewing): - Personal interviewing is the most

versatile method. The interviewer can ask more questions and record additional observation

about the respondent, such as dress and body language.

Collect information: - Gathering information by interview on customer site by two people.

Analyze the information: - The next to last step in the marketing research process is to

extract finding from the collected data.

Present the findings: - As the last step, the researcher should present finding that are relevant

to the major marketing decisions facing management.

Make the decision: - Finally we make the decision according to all of the above points.

CHAPTER – 3

SYNOPSIS OF THE STUDY

TITLE OF THE PROJECT

The title of the project is to study “Marketing reserch” at Cluch Auto LTD,

Faridabad.

http://images.google.co.in/imgres?imgurl=http://www.cals.ncsu.edu/agexed/aee577/objectives.jpeg&imgrefurl=http://www.cals.ncsu.edu/agexed/aee577/Class%2520II%2520A/577%2520Class%2520II.html&h=336&w=338&sz=11&hl=en&start=9&tbnid=7iKlUmBJr6KFmM:&tbnh=118&tbnw=119&prev=/images%3Fq%3DOBJECTIVES%26gbv%3D2%26ndsp%3D18%26hl%3Den%26sa%3DN

http://images.google.co.in/imgres?imgurl=http://www.un-instraw.org/jdata/images/objectives.jpg&imgrefurl=http://www.un-instraw.org/en/instraw/about-us/mandate-and-objectives.html&h=600&w=900&sz=34&hl=en&start=2&tbnid=AGsCByCUM7gQQM:&tbnh=97&tbnw=146&prev=/images%3Fq%3DOBJECTIVES%26gbv%3D2%26hl%3Den

OBJECTIVES OF THE STUDY

Primary objective of the study is to get some practical knowledge and training in reputed clutch plate

manufacturing industry.

To find out the market share of the company in a particular field.

To identify the problems of the consumer and customer.

To analyze the perception of customers about CLUTCH AUTO LIMITED.

To understand the basic organization hierarchy.

To understand the working culture of clutch auto limited.

To analyze the various products being offered to the customers.

To analyze basics of management information system(MIS).

Conclusion and suggestion.

SCOPE OF THE STUDY

In this study, time and area restriction was there which can be removed in further study by

covering a large geographical area without any time limit.

Sample size chosen was too small to represent the population effectively. So in further research a

large sample size can be taken to represent the population effectively.

The study can be used by the researchers for the further analysis and recommendations.

The company executive can utilize the training report for the purpose of marketing management.

The training students can use the report for the purpose of getting or acquiring the information

about company.

Though every case has been taken to provide latest and authentic information, yet more

information and improvement can be made in future.

Research Methodology

Research methods refer to the behavior and instruments used in selecting and constructing research

technique. For instance the difference between methods and techniques of data collection.

“Research methodology is a way to systematically solve the research problem. It may be

understood as a science of studying how research is done scientifically. In it we study the various

steps that are generally adopted by a researcher in studying his research problem along with the logic

behind them. It is necessary for the researcher to know not only the research methods/techniques but

also the methodology.”

NATURE OF DATA

The nature of data of my research is either primary or secondary.

DATA

Primary Data: -

Secondary DataPrimary Data

The primary data are those which are collected a fresh and for the first time and

thus happen to be original in character.

Secondary Data: - The secondary data are those which have already been collected by someone

else and which have already been passed through the statistical process.

Methods of data collection

Collection of primary data: -

Primary data are collected through questionnaire. This

questionnaire is shown in annexure –I. This questionnaire fills up from the executive of Cineplex’s,

Multiplexes & Auditoriums.

Collection of secondary data: - Secondary data are collected through the existing research in

our institute and in our company. Data are collected through Trade magazines, Newspapers, Trade

journals, T.V. magazines etc.

LIMITATION OF THE STUDY

The trustworthiness of report is:

Due to time constraint the is being restricted to the limited

Time period.

Due to busy schedule of supervisors the optimum guidance

was not available.

As the company is a closely held company so many of the facts,

Actual figures & information has not been provided.

Sample size was not sufficient which was given to me.

It was my first project so I had no experience.

I took more time to adjust himself in the corporate world.

It was very lengthy project and large amount of data required which was not an easy work.

I was given the period of about two months which was not enough

for me.

Respondents were reluctant to answer some questions, as they took them as personal,

therefore increasing the possibility of error.

As it was very wide project and a lot of data was required which was not an easy work.

CHAPTER – 4

ANALYSIS & INTERPRETATION

Are you satisfied with the fitment of the product?

0

10

20

30

40

50

60

70

A B C D

Level of satisfaction

%ag

e o

f D

eale

rs

Are you satisfied with the foundation of the product?

01020304050607080

A B C D


%ag

e o

f D

eale

rs

Are you satisfied with on time delivery?

0

10

20

30

40

50

60

70

A B C D


% a

ge

of

Dea

lers

Are you satisfied with the durability of the product?

0

10

20

30

40

50

60

70

A B C D


%ag

e o

f D

eale

rs

Are you satisfied with the response of the company regarding enquiry?

0

10

20

30

40

50

60

70

A B C D


%ag

e o

f D

eale

rs

Are you satisfied with the packing of the product?

0

10

20

30

40

50

60

A B C D


%ag

e o

f D

eale

rs

Product reached end safety without any damage?

0

10

20

30

40

50

60

A B C D


%ag

e o

f D

eale

rs

Are you able to release the value for money from the product?

41%

34%

17%

8%

A

B

C

D

Are you satisfied with the tractability of the product?

3%

60%17%

20%

A

B

C

D

Are you satisfied with discount offered by company?

4%

48%44%

4%

A

B

C

D

0

10

20

30

40

50

60

%age of Dealers

A B C D


Are you satis fied with the proper discounts send with the material?

Are you satisfied with the correct quantity of material send by us?

A23%

B40%

C23%

D14%

FINDINGS

There are many duplicate products in all segments.

Being problem in replacement, some customers are shifting to purchase competitor's products.

There is a need of visit of marketing executives in the market.

There is a need of improvement in supply of products.

Advertising is necessary in the replacement segment.

Although clutch auto ltd. has competitive price for genuine products, but the customer want

cheaper products, because they compare the price with local brands.

Quality is satisfactory in all the market.

Distribution is not so good in replacement market.

Company is not providing promotional schemes with its clutch discs and clutch covers. But

the dealers are demanding for it.

In the area of Faridabad there is no distributor so there must be one distributor in Faridabad.

CONCLUSION

For my growth as a student of BBA studies, it was a milestone to work in such a field. It was a

privilege to work in such an efficient field.

I hope that after the above limitations this project study with its analysis would completely and truly

represent the organization. I hope that after with the help of recommendation, the project will not

highlight the negative part of the working but also have them to modify their steps for their respective

job.

I have learned and grown a lot during my training as a professional and a human being as well. I

found my project extremely knowledgeable and informative. This was the first opportunity I got to

get some practical experience. It made me familiar with present work culture as I learned does and

don'ts for a professional in marketing.

I am very thankful to all those professionals of Clutch Auto Ltd. who helped me in my project by

giving their precious time to me. I am grateful to all the faculty members of my institute for making

my report a success.

RECOMMENDATIONS & SUGGESTIONS

Company should have more experienced and energetic marketing executives to promote the

sales.

Company should try to improve its manufacturing technology to enhance the quality and

technology.

Company should open the exclusive outlets of CA Ltd. products to remove the duplicity in the

product.

Company should try to remove price difference of a particular product; it would be better to

issue a rate list to the retailers to know the price.

Company should try to give good margin to the retailers to promote the sales.

Some booklets (containing details of all types of Clutch Auto Ltd. products) should be issued

for both the mechanics and retailers.

Company can give a specific sale target to the retailers as beyond that they can be given some

gifts or any other recognition after achieving the target.

In promotional schemes, company can give some gifts like T-shirts, Caps, etc. to the

mechanics.

The clutch auto limited should increase its advertising budget.

Clutch to cater to the requirements of two-wheelers market.

CHAPTER – 5

ANNEXURE

QUESTIONNAIRE

ANNAXURE: I

Performance Feedback on standard Product

Customer Name: - …………………………….Address: - ……………………………………... ……………………………………... ……………………………………...Date: - ……………….

Que.1: - Are you satisfied with on time delivery?

Que.2: - Are you satisfied with the foundation of the product? Que.3: - Are you satisfied with the figment of the product?

Que.4: - Are you satisfied with the durability of the product?

Que.5: - Are you satisfied with the response from us for our enquirer?

Que.6: - Are you satisfied with the packing of the product?

Que.7: - Are the product reaching your end safety without any damage?

Que.8: - Are you able to release the value for money from the product?

Que.9: - Are you satisfied with the tractability of the product?

Que.10: - Are you satisfied with the discount offered by us?

Que.11: - Are you satisfied with the proper discounts sent with the material?

Que.12: - Are you satisfied with the correct quantity of Material sends by us?

A. Highly satisfiedB. SatisfiedC. Average

A B C D

A B C D

A B C D

A B C D

A B C D

A B C D

A B C D

A B C D

A B C D

A B C D

A B C D

A B C D

D. Not Satisfied

Performance Feedback on standard Product

Customer Name: - …………………………….Address: - ……………………………………... ……………………………………... ……………………………………...Date: - ……………….

Que.1: - Are you satisfied with on time delivery?

Que.2: - Are you satisfied with the foundation of the product? Que.3: - Are you satisfied with the figment of the product?

Que.4: - Are you satisfied with the durability of the product?

Que.5: - Are you satisfied with the response from us for our enquirer?

Que.6: - Are you satisfied with the packing of the product?

Que.7: - Are the product reaching your end safety without any damage?

Que.8: - Are you able to release the value for money from the product?

Que.9: - Are you satisfied with the tractability of the product?

Que.10: - Are you satisfied with the discount offered by us?

Que.11: - Are you satisfied with the proper discounts sent with the material?

Que.12: - Are you satisfied with the correct quantity of Material sends by us?

A. Highly satisfiedB. SatisfiedC. Average

A B C D

A B C D

A B C D

A B C D

A B C D

A B C D

A B C D

A B C D

A B C D

A B C D

A B C D

A B C D

BIBLIOGRAPHY

Fundamentals of Business Marketing Research

By David A Reid Richard E Plank – Business & Economics

Marketing Research: Text and Cases

By W. Bruce Wrenn (Business & Economics – 2002)

Fundamentals of Marketing Research

By Scott M Smith Gerald S. Albaum (Business & Economics – 2004)

Research Projects in Marketing, Management and Consumer Research

By Christopher E Hackley – Business & Economics – 2003

Dunning, john H.(1993), Multinational Enterprises & the Global Economy.

Ghosh, Partha (2003), Vroom……., Business Standard

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JOURNALS

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http://www.google.com/

Clutch Auto

Documents

Transcript of Clutch Auto