A BRIEF STUDY OF MARKETING STRATEGY OF ROOTSMASTER OF BUSINESS ADMINISTRATION Internal Guide: Dr. M. K. Patra (Prof. Human Resources Management) Presented by: Dipankar Sinha Roll No.: B/09/028 Reg. No.:0906281053 Session: 2009-2011 y Differentiation:In this case a business tries to achieve superior performance in an important customer benefit that is valued by the market. y Focus: The firm gets to know narrow market segments intimately and pursues either cost leadership or differentiation within the target segment. .Every firm tries best to achieve the lowest production and distribution costs so that it can price its products lower than those of its competitors and capture a large market share. y The term Strategy in literal means a plan designed to achieve a long term aim y Now. communicating. and delivering value to customers. combining both terms together Marketing Strategy are blue prints for action that marshal and reconcile the marketing function resources with environmental constraints y FORMULATION OF MARKETING CUM SALES STRATEGY y Michael Porter has proposed three types of strategies that provide a good starting point for strategic thinking y Overall cost leadership:.INTRODUCTION OF THE TOPIC y MARKETING STRATEGY (MEANING) y Marketing means the organizational function & set of process for creating. neighborhoods.LEVEL OF MARKET SEGMENTATION y Niche marketing: Marketers usually identify niches by dividing a market into segments. customized marketing or one-to-one marketing. it must decide how many and which one to target y Positioning: Positioning the act of designing the company s offering and image to occupy a distinctive place in the minds of the target market . even individual stores segmentation of one. y Individual marketing: The ultimate level of segmentation leads to y Target market: Once the firm has identified its market segment opportunities. y Local marketing: Target marketing is leading to marketing programs tailored to the needs & wants of local customer groups in trading areas. . y To know about the market share of ROOTS HORN in automobile sector.OBJECTIVE OF THE STUDY y To find out the different methods of brand awareness in horn industries. y To know the buying decision of the customers in horn industries. y To know the satisfaction level of the customers with after sales service. automobile books. newspapers. y Secondary data: secondary data was collected from various magazines.consumer and others.retailer. .Sources of data y Primary data : Primary data was collected through a well stucture questionnaire designed for retailer and consumer. K. Head office: Coimbatore .air horns and other equipments. ganapathy. coimbatore-641006. thoppampatti.coimbatore641017.G. Activity: manufacturers of electric horns. Executive chairman: Mr.COMPANY PROFILE y Name: ROOTS INDUSTRIES . Factory: y component division. ganapathy.LTD y y Regd office: R. coimbatore-641006. industrial estate. horn division kadhirinayakenpalayam.ramasamy master s degree holder in automobile engineering. quality system consultancy) R.tools.switches and controllers) RDES-Roots digital engg service pvt ltd (digital engg service ) RMCL-Roots multi clean ltd (cleaning machines) RPC-Roots polycraft (plastic components) RPP-Roots precision products (dies.jigs and fixtures) RMTL-Roots metrology laboratory (instrument calibration.yoga and massage ) SJNMS-satchidananda jothy niketan matric school(international school) CCC-crystal clean care(range of modern cleaning techniques) Roots industries (Malaysia) SDN BHD Roots industries (north america) INC .Nature cure home (nature cure theraphy.K.GROUP OF COMPANY RIL-Roots industries limited (electric horns ) RAPPL-Roots auto products pvt ltd(air horns. Its Metrology lab too is equipped with world-class instruments and related equipment. Windtone Vibrosonic Cleartone Roots 90 Megasonic Smarttone Spider R 70 sensors . developement and test center with the latest CAD/CAM facilities.PRODUCT RANGE OF THE ELECTRIC HORN y Roots Industries Limited places a premium on original technology . y y y y y y y y y and innovation. This is in a large part possible due to the full-fledged design. Air horn and other product At Roots Auto. we make the quality of our horn heard in every corner of the world. our work ethics evolve around the tenet of customer satisfaction. We ceaselessly strive to provide best quality matching global standards. With the management having an entrepreneurial vision and a team that's highly motivated. Air horn Controller Switches Relays Electronic flasher Melody maker Security system Mobile charger . In every sample of 1000 horns 50 horns are checked.LEARNED POINTS OF LITTLE SIZE BUT BIGGER MEANING y There are two types of training imparted to workers: 1) y y y y y on the job basically for 3 months. Working shift for the workers are of 8 hours duration. There are two shift of production. All the workers on the shop floor are in same dress . The company also manufacture horns for BOSCH COMPANY. 2) off the job on monthly basis. y Advertisement and publicity.. . y Dealer and Sub-Dealer meet.DATA ANALYSIS AND INTERPETATION y DIFFERENT METHOD OF BRAND AWARNESS IN HORN INDUSTRIES: y Word-of-mouth marketing through satisfaction of existing customer. y Auto Electric Mechanic s meet. y Free service camp. BUYING DECISION MAKING OF CUSTOMER IN HORN INDUSTRIES Buying reason y y y Self Relatives + mechanic Other reason Number of respondent 45% 30% 25% . After sales service have a strong impact on buyer s decision to repurchase the same brand again-and-again. SATISFACTION LEVEL 10 Satisfied Unsatisfied 40 . The satisfaction level regarding a product is very important because it is a service oriented product.SATISFACTION LEVEL AMONG CUSTOMER WITH AFTER SALES SERVICE In horn industry the relation need to be maintained from the time of sales of horn till customer return it as scrap after its life is over. 40 are satisfied with after sales service and 10 were unsatisfied. Out of 50 interviewed. The company needs to increase the service outlet. MARKET SHARE OF ROOTS HORN IN INDIAN MARKET MARKET SHARE OF ROOTS 40 ROOTS OTHERS 60 . Warranty duration given on a horn.Findings(factor affect sales in HORN industries) : y Brand awareness among customer.dealer. Auto electrician reference about the product. Easy replacement in case of replacement warranty. After sales service as it is a service oriented product. Market share of the roots product. Last but not the least. Customer (self or friends or relative) satisfaction level with the performance & attitude of dealer or sub. .people knowledge about availability of y y y y y y y product. advertisement and publicity about product and brand. RECOMMENDATION y Company has an opportunity to increase its market share by y y y y increasing service station-cum-dealership or sub-dealership. Because of less price and good quality of horn than the competitor there is a scope for company to reach the household customers. The attitude of company s employee to serve the customer with passion is its strength and need to be continued. Company will have to invest in advertisement to increase brand awareness among customer in far flung areas. Company should arrange training for service engineers & mechanics. . the most crucial aspect of a business. y Fundamentally. I have gained the practical knowledge about the functioning of an industry . marketing strategists seek to maximize the efficiency of a firm's sales and marketing efforts to attract as much profitable business as possible at the lowest possible expense. y Thus the training was beneficial not only for academic purpose but has given some useful training and information for my career y During this industrial visit in roots industries.conclusion y A well-written. comprehensive marketing strategy is the focal point of all business ventures because it describes how you plan to attract and retain customers.