“IMPACT ON THE SALES BY ADVERTISING & MARKETING

STRATEGIES"
BY MAHINDRA LOGISTICS

PROJECT REPORT

Submitted in Partial Fulfillment of the Requirements for

The degree of

Bachelors in Business Administration

2022-2023

BY

SAEED PK

BBA (MINOR PROJECT)

 Acknowledgement

With immense pleasure, I would like to present this project report for "Minor project for the
program of Bachelors in Business Administration"

As a student of Jai Bharath collage, I would like to express my sincere thanks to all those who
helped me during the creation of project report.

I sincerely acknowledge my profound gratitude to the management for providing formal

requirements to carry out this project.

At last but not least my grateful thanks is also extend to Prof. Prabhat Kumar & also thanks to
all my faculty members for the proper guidance & assistance extend by them.

Signature
 INDEX
CHAPTER PARTICULAR PAGE NO:
1 INTRODUCTION
- Introduction to the
topic
- Company profile
- Objective of the study
- Scope of study

2 RESEARCH
METHODOLOGY
- Research design
- Sample design
- Source of data
*primary data
*secondary data
- Tools for analysis

3 DATA ANALYSIS

4 CONCLUSION

5 FINDINGS

6 SUGGESTIONS

7 BIBILIOGRAPHY
 CHAPTER 1
INTRODUCTION
 INTRODUCTION
The Mahindra Group is an Indian multinational holding company headquartered at Mahindra
Towers in Mumbai, India, with operations in over 100 countries around the globe. The group
has a presence in aerospace, agribusiness, aftermarket, automotive, components, construction
equipment, defense, energy, farm equipment, finance and insurance, industrial equipment,
information technology, leisure and hospitality, logistics, real estate, retail, and two wheelers. It
is considered to be one of the most reputable Indian industrial houses with market leadership
in utility vehicles in India.

Mahindra & Muhammad was incorporated in 1945 by the brothers J.C. Mahindra and K.C.
Mahindra and Malik Ghulam Muhammad in Ludhiana, Punjab to trade steel.

Following the Partition of India in 1947, Malik Ghulam Muhammad left the company and
emigrated to Pakistan where he became the first finance minister of the new state (and later
the third Governor General in 1951). In 1948, K.C. Mahindra changed the company's name to
Mahindra & Mahindra.

Building on their expertise in the steel industry, the Mahindra brothers began trading steel with
UK suppliers. They also won a contract to manufacture Willys Jeeps in India and began
producing them in 1947. By 1956, the company was listed on the Bombay Stock Exchange, and
by 1969 the company had entered the world market as an exporter of utility vehicles and spare
parts. Like many Indian companies, Mahindra responded to the restrictions of the Licence Raj
by expanding into other industries. Mahindra & Mahindra created a tractor division in 1982 and
a tech division (now Tech Mahindra) in 1986. It has continued to diversify its operations ever
since through both joint ventures and Greenfield investments.

By 1994, the Group had become so diverse that it undertook a fundamental reorganization,
dividing into six Strategic Business Units: Automotive; Farm Equipment;

Infrastructure; Trade and Financial Services; Information Technology; and Automotive

Components (known internally as Systech). The new Managing Director, Anand Mahindra,
followed this reorganization with a new logo in 2000 and the successful launch of the Mahindra
Scorpio (a wholly indigenously designed vehicle) in 2002. Together with an overhaul in
production and manufacturing methods, these changes helped make the company more
competitive, and since then the Group's reputation and revenues have risen noticeably.
Currently, Mahindra & Mahindra is one of the 20 largest companies in India In 2009, Forbes
ranked Mahindra among the top 200 most reputable companies in the world.
MAJOR BUSINESS VENTURES
Aerospace

• Mahindra Aerospace

Aftermarket

• Mahindra First Choice Services

• Mahindra First Choice Wheels

Agribusiness

• Mahindra Agribusiness Division

• EPC Mahindra

Automotive

• Mahindra & Mahindra (Automobile Manufacturer)

• Mahindra Truck & Bus

• Mahindra Reva

Ssang Yong Motors

• Mahindra Two Wheelers

LOGISTICS

•Mahindra Logistics
 COMPANY PROFILE

Name of the company Mahindra Logistics limited

Company status Established organization
Established 2000
Key people Mr.J C Mahindra & Mr.K C
Mahindra
Sector Service
Presence India, united arab Emirates
Services Educational platform/ICT tools
Institutional Tie-ups 5+

Mahindra Logistics Limited (MLL), a wholly owned subsidiary of Mahindra & amp; Mahindra
Ltd., is a fully integrated third party logistics service provider specializing in both supply chain
management and people transport solutions and provides such solutions to companies across a
diverse cross section of industries.

The foundation of Mahindra Logistics was laid in the year 2000 as a strategic initiative to
enhance focus on logistics services to both internal and external customers. It was soon
engaged in taking care of Mahindra's complex supply chain needs including inbound and
outbound logistics, inter-plant movement, warehousing, linefeed and value added services
amongst other solutions. This supply chain expertise was then extended to other customers
spanning various industry verticals.

Today, MLL is a fully integrated third party logistics service provider specializing in both supply
chain management and people transport solutions, providing such solutions to companies
across a diverse cross section of industries. The company serves over 200 large corporate
customers across its operating verticals.

MLL currently spends in excess of Rs. 1000 crores on transportation services for various
customers. This basically means that it can have a significant impact on reducing emissions and
increasing efficiency of its transportation business. There are several major initiatives MLL has
launched which will have a positive impact in the long run - CO2 footprint measurement and
reduction, driver training and sensitization and transport route optimization amongst others.
Mahindra Logistics has also instituted the & Isquo: Driver of the Year' award which will be
presented to five drivers every year for exceptional efforts and achievements. This initiative is
just the first step towards becoming more involved with the thousands of truck drivers who
support the company's business and training and developing them to overcome the challenges
they face on a daily basis.

The company recently held its second annual Transport Business Partners Awards event, which
seeks to recognize and felicitate those transporters who work very closely with it and are
fundamental to its success. The Business Partner awards seek not only to recognize and
congratulate major transport partners but also those individuals without whom business would
just grind to a halt - the drivers.

All of this has led Mahindra Logistics to develop and become India's largest automotive logistics
company as of today. While MLL has always been strongly focused on Automotive Logistics, it
also serves customers across industries and business verticals.

“Early pioneers of globalization, the Mahindra brothers collaborated with a wide range of
international companies and before long, Mahindra's reach extended beyond steel to
transportation, tractors, telecom, and more."

VISION

To be India's leading and most preferred integrated logistics provider.

MISSION

To serve our customers, in global markets, by providing creative, cost effective, technology
enabled solutions that continuously meet and exceed our customers' expectations. Thus,
enhancing stakeholder's value.

CORE VALUES

Our set of core values is the compass that guides our actions, both personal and corporate.
 OBJECTIVES OF THE STUDY
The study has been under taken to analyze the impact on sales by advertising and marketing
strategies by Mahindra logistics with a special reference to the mahindra logistics,eranakulam.

The other objectives are:

•To gather information about impact on sales by advertisement toward Mahindra Logistics in
the geographic region of eranakulam (kerala).

•To know the customer perception about features, low cost and service quality of Mahindra
Logistics

•To know the customer satisfaction about the safety Mahindra Logistics service.

•To provide suggestions, in improving the customer satisfaction and the company sales and
profitability

•To know the customer satisfaction towards the after sales service offers by M&M.
 SCOPE OF STUDY

Main Steps Involved In Marketing Research

Defining the Marketing problem to be tackled & identifying the market research problem
involved in the task :

• Define the problem & its objectives.

• Identify the problem.

• Determine the information needed.

• Determine the sources of information

• Decide research methods.

• Tabulate, analyze& interpret the data.

• Prepare research report

• Follow-up the study.

 CHAPTER 2
RESEARCH METHODOLOGY
 RESEARCH METHODOLOGY

Research methodology in a way is a written game plan for conducting research. Research
methodology has many dimensions. It includes not only the research methods but also
considers the logic behind the methods used in the context of the study and complains why
only a particular method of technique has been used. It also helps to understand the
assumption underlying various techniques and the criteria by which they can decide that
certain technique will be applicable to certain problems and other will not. Therefore in order
to solve a research problem, it is necessary to design a research methodology for the problem
as the some may differ from problem to problem.

This chapter focuses on the various techniques, methods and assumptions used in this study. It
sheds light on the research problem, objectives of the study, and also its limitations.

The later part of the chapter explains the manner, in which the data is collected, classified,
tabulated, analyzed and interrupted so as to each to conclusive results.

The study is of diagnostic nature and thus the overall research design is going to be rigid. The
design should provide enough provision for protection against bias-ness and must maximize
reliability.
 RESEARCH DESIGN
MARKET RESEARCH

The process of gathering, analyzing and interpreting information about a market, about a
product or service to be offered for sale in that market, and about the past, present and
potential customers for the product or service; research into the characteristics, spending
habits, location and needs of your business's target market, the industry as a whole, and the
particular competitors you face.

"Market research is a systematic problem analysis, model building & fact finding for the purpose
of important decision making & control in the marketing of goods & services” - Phillip Kotler

Main Steps Involved In Marketing Research

1: Define the problem & its objectives

This includes an effective job in planning & designing a research project that will provide the
need information. It also includes the establishment of a general framework of major marketing
elements such as the industry elements, competitive elements, marketing elements & company
elements.

2: Identify the problem

Identifying the problem involves getting acquainted with the company, its products & market
environment, advertising by means of library consultation & extensive interviewing of
company's officials.

3: Determining the specified information needed

In general the company officials, the marketers, the promoters try to find out things namely:-

- What services they should provide?

- Who are there prospective customers?
4: DATA COLLECION

For successfully completing the project the primary & secondary data were used.

Primary data

Primary data plays a very important role since it gives first-hand information which was done
through survey method with the help of personal interview through questionnaire.

It provides us with important information like

• Preferences of customers.

• Perception.

• Motivating factor for the customers.

The research gives a clear picture of what are the strong holds as well as the short comings of
the company's services

Secondary Data

Secondary data was collected from the company's website, annual reports and business
journals..

5: Decide Research methods for collecting data

If it is found that the secondary data cannot be of much use, collection ot primary data become
necessary. Four widely used methods of gathering primary data are:-

- Survey
- Observation
- Experimentation
- Panel Research

Survey Method:-In this method, information gathered directly from individual respondents
through Canopy activities, either through personal interviews or through mail questionnaires or
telephone interviews.
Observation Method:-The research data are gathered through observing & recording them and
customers' actions in a marketing situation. This technique is highly accurate. It is rather an
expensive technique

Experimentation method: - This method involves carrying out a small scale trial solution to a
problem while at the same time. attempting to control all factors relevant to the problem.The
main assumption here is that the test conditions are essentially the same as those that will be
encountered later when conclusions derived from the experiment are applied to a broader
marketing area.

Panel Research:-In this technique the same group of respondents is contacted for more than
one occasion & the information obtained to find out if there has been any need or demand or
they want any special requirements in the services.
 CHAPTER 3
DATA ANALYSIS
1:

GENDER

42%
MALE
FEMALE
58%

- AS PER THE 100 RESPONDENTS HAVE FILLED THE SURVEY AND OUT OF 58 ARE MALE
AND 42 ARE FEMALE

2:

Advertising will increase an organization’s

target market and
boost sales.
NO
10%

YES
90%

As per the data 90 people accept the fact that Advertising will increase an organization’s target
market and boost sales while 10 disagreed the fact.
3:

Consumer buying attitude can be

influenced through consistent advertising
80
70
60
50
Axis Title

40
Consumer buying attitude can
30 be influenced through
20 consistent advertising

10
0
YES NO
Axis Title

In the above table 73% of the respondents strongly agreed and 27% disagreed with the argument that
advertising influences customer buying attitude.

4:

No product can survive competition

without intensive advertisement.
70

60 59
50

40 41
No product can survive
30 competition without
intensive advertisement.
20

10

0
YES NO

As per this data agreeing percentage are declining from 59% to 41% of disagreement.
5:

The existing facilities and services in the

advertising organization are considered
inadequate to face any competition.
YES NO

24%

76%

- As per this data 24% people are arguing the fact that The existing facilities and services in
the advertising organization are considered inadequate to face any competition and 76%
people disagreed the fact.

6:

Advertising justifies the existence when it is

used in the interest of public

100

80
Advertising justifies the
60 existence when it is used in the
40 interest of public

20

0
YES NO

In this data 95% of respondents accept to the fact Advertising justifies the existence when it is used
in the interest of public and 5% disagrees.
7.

Selection of advertising media is of primary

concern to an organization

70
60
50
Axis Title

40
30
20
10
0
YES NO
Selection of advertising media
is of primary concern to an 68 32
organization

The above table shows that 68% of the respondents agreed while 32% disagreed with the argument that
selection of advertising media is the primary concern to an organization.

8.

An organization must consider it financial

status before embarking on advertisement.

NO 8

YES 92

The analysis above shows that 92% of the respondents strongly while 8% disagreed with the argument
that an organization must consider its financial status before embarking on advertisement.
9.

The effect/impact of advertising can

change as market grows older.
The effect/impact of advertising can change as market grows older.

84

16

YES NO

In the table above 84% of the respondents agreed and 16% were undecided with the argument that
effect of advertising can change as the market grows older.

10.

Advertising gives room for product

comparison
YES NO

46%
54%

The analysis above shows that 54% of the respondents agrees while 46% disagreed with the argument
that advertising form a basis for comparison.
CHAPTER 4
CONCLUSION
 CONCLUSION

In a study of consumer views on advertising carried out more than 3/4 of the
respondents described advertising as a channel of information from the manufacturer
to the consumers. Some said it was a manipulation, propaganda and a misleading
marketing instrument. While advertising can be seen as necessary for economic growth,
it is not without social costs, it is increasingly invading public spaces, such as schools,
hospitals, buses, etc, which some critics have argued is a form of consumer exploitation.

The most effective media are often very expensive; the inexpensive media may not
reach your target market, thereby making it difficult for most organizations to run
adverts. According to Ferguson (1974). “advertising increase barriers to entry and
reduce competition as measured by increase in monopoly profit”. Moreover, according
to Nickels et al (1999) advertising not only helps to maintain superior stand in the
industry and profit maximization, it provides information about a products or services
and also gives consumers free television and radio programmes.

Advertising has taken Starcomms Plc far in their industry and built up a strong image for
the company but recently, due to relent in their advertising effort, some little problems
have been identified there. No matter how successful a product or service is for a
company and regardless of the edge the company has in the industry, advertising is a
must and should be a continuous activity.
FINDINGS
 Summary of findings
The role of advertising on the sales volume of a product is very important because oftentimes
consumers’ decisions as regards what to buy is motivated by what has been seen heard of or
practically used. Advertising helps in that it carries the message far and wide to a scattered
target audience that the advertiser or producer could not have reached it at once so easily. It
was gathered from the responses of the respondents who filled the questionnaire that the
organization is unrelenting in its efforts to ensure effective advertising programs for their
various services and products.

In the mind of the consumers the company was also using advertising strategies suitable for the
company as well as the market in which it exists. More so, the findings reveal that the
advertising position of a product or service is strong in the mind of the consumer in order to
encourage repeated purchase of the product, so that the competitors will not have an edge
over them.

This also creates brand loyalty and product differentiation. According to various sources, the
past experience and state of mind of the person subjected to advertising may determine the
impact that advertising has on him/her. In an effort to improve messaging and to gain the
audience’s attention, advertisers create branding and moments that will resonate with target
markets and motivate the audience to purchase the advertised product or service.
SUGGESTIONS
 RECOMMENDATION

Having analyzed, discussed and interpreted the data collected in this study, the author
therefore recommends the following: Due to the competitive nature of the industry the
marketing manager of Mahindra Logistics must develop and formulate marketing programs
that will satisfy the needs of the consumers. Since other service providers have similar
advertising messages, it is recommended that for a more distinguished and effective response
from the customer, other forms of advert should be used.

Regular and consistent up-to-date training on product information should be given to the
advertising agency so that they will have the current knowledge and skills to handle the adverts
and also to ensure that product information is being emphasized so as to enlighten the
customers
BIBILIOGRAPHY
 REFERENCES

WWW.GOOGLE.COM

MAGAZINES

ARTICLES