Professional Documents
Culture Documents
company.
brand image.
METHODOLOGY
Field work for the JCB India customer satisfaction survey was
research instrument.
SAMPLE DISPOSTION
‘Architect” throughout his entire civilized past with the building and
traces of our cultural heritage are not only to be found in art. But
Mining was as early as the Neolithic age when the main desire was
obtain flint from chalk to make weapons and tools. About 6,000
years ago, with the progression from the Neolithic age to the copper
age, the change from hoe farming to the plough culture took place.
It was at this time that the oldest known piece of earth moving
machines tells the story of our culture, as does the art or the
tunnels.
In early times machines took over the dredging of ports, canals and
the rivers, not save on manual labors was cheap but because
development.
machines were adopted for use on rails and were use to build the
These appearance changes again early this century when they were
road rather than rail. Large numbers of these machines were used
in the construction of roads and motorways especially during the
to the early days of technology, but try to go back further into the
past and the traces soon disappear. The drag bucket pulled along
shovel and with a basket on this back could move roughly to 2 cubic
1964 almost 1.5 cubic meters of earth were moved per second from
HISTORY
equipment in the world. The company sells its products in over 130
corporate:
venture.
loader. The Excavator- Loader was a machine for the Indian EMCE
support to the machines in field- the only ones of their kind then
1992: This year saw the launch of two new machines. One was a
9001. In addition, this was the year, when EJCB sold over
2002: BY this year, EJCB had totally sold over 10000 machines,
2003: JCB increased its stake from 40 % to 60%. The JCB 3D was
THE NETWORK
JCB India Limited was the first company in this industry to man
DEALERS: 10 DEALERS: 10
OUTLETS: 27 OUTLETS: 25
CENTRAL ZONE
DEALERS: 04
OUTLETS: 13
DEALERS: 05 DEALERS: 4
OUTLETS: 18 OUTLETS: 22
SOUTH ZONE
DEALERS: 05
OUTLETS: 43
this alone. JCB gas a strong product support backup throughout the
stocked with full range of parts, which its customers require from
time to time.
who can help it to win more customers. Some of ten parts and
are: -
their doorsteps.
machines.
operators. This helps its customers to get the best possible output
from machine.
JCB’S VISION
MISSION STATEMENT
community.
QUALITY POLICY
1. Customers are the cores of the business and all the action must
controls.
9. The company will consult and receive the advice from suitably
4D
JS 210L
430Z
456 ZX
160/170
190/1110
backhoes.
Vibratory Compactors
vibratory roller powered with 112 HP engine is used mainly for soil
Its low weight and ease of transportation make it suitable for road
Other Equipments
CASE skid steer loaders (operating weight range: 2593 Kg. To 4105
Kg.)
Loader backhoes.
TEREX VECTRA
The JV Company has invested USD 12 million and come with the
billion. The company has a vast range of Mining, Earth Moving and
owners with 11% and 81% equity in the Czech truck manufacturer.
extensive testing.
are -
India.
CATERPILLAR
6 Sigma
Caterpillar of tomorrow.
customer’s deal with people they know and trust. Almost all
needs for customers in more than 200 countries. Rental services are
heritage and one of the most valuable assets. Visit the Corporate
governance practices.
Financial Strength
opportunities.
Social Responsibility
Conservancy’s Great Rivers Project. And cat has once again been
TELCON
leader for the past five years, despite stiff competition. It has
Areas of business
produces 100 tones crane. These are the largest machines made
made in India so far, with more than 1,300 machines being sold in
Collaborations
Locations
AL
JCB 27 24 24 14 19 41 149
TATA 07 11 05 06 06 05 40
CATERPILLR 13 20 07 08 07 05 60
L&T 10 08 04 03 01 02 28
TEREX 04 01 XX 01 XX XX 06
VECTRA
BRAND PROMOTIONAL ACTIVITIES OF JCB
Dealers outlet are standardized means all JCB Dealers having same
JCB organized tows and shows time to time for enhancing the sales
Truck Branding
Standardized Uniform
Terrain
JCB issue publication for the dealers to update them about any
Packs of cap, model, watches and pens given to each JCB customer
relationship with the customers. This will help the company on three
ways:
Firstly, it will let the company know where it lacks, how it could be
they are important for the company and lastly in assessment of the
KARTHIKEYAN
from various fields: but the best suited would be from the field of
with the personalities from some other field. He is the first Indian
something.”
the market that is quite like yours. In short a brand offers the
months. If you have great idea, You can be certain that somebody
will copy it before long, and not only they will follow your lead, but
they may also be able to do better job or sell the product or service
Creating a strong brand identity will build mind share- one of the
customers will think of your business first when they think of your
product category.
A brand is the one thing that you can own that nobody can take
away from you. Everything else your competitor can steal your
will wear out, and technology will change, but your brand can go on
and live. It creates a lasting value above and beyond all the
mutual funds with catchy names. Even industrial market, where the
is does not, it will probably soon will. Therefore, products that may
value.
warranted or unwarranted.
OBJECTIVE:
etc).
INDIA LTD.?
INDIA LTD.
METHODOLOGY
question are close ended where as others are open ended. From the
questionnaire, we can easily make out as to determine the following
LTD.
the JCB INDIA LTD. The main findings of our project are that
any alternative to that. As now these days the mentioned areas are
attraction of these areas. This factor and also the demand from the
behavior. From the excel sheet we come to know that 94% of the
and the company. Some customers are facing problems for the
service people related with JCB dealer. As the dealers doesn’t follow
NAME:
ADDRESS:
CONTACT NO:
1%
3D
47% 3DX
52%
4D
3. How did you come to know about JCB machines?
a) Through a friend-30
b) newspaper-0
c) internet-0
d) Any other-20
Through a friend
40% newspaper
60% internet
0% Any other
0%
10%
yes
no
90%
5. If yes, which other company earth mover do you use?
a) tata-4
b) L&T-0
c) Terex vectra-1
d) caterpillar-1
e) others-0
If,yes which other company
earthmover do you use
17% 0% tata
L&T
17% Terex vectra
0% 66% caterpillar
others
6%
classified
others
94%
7. Did you take any finance?
a) yes-48
b) no-2
Didyoutakeanyfinance
4%
yes
no
96%
20%
yes
no
80%
9. Do you know which parts are under warranty?
a) yes-23
b) no-26
c) others-1
Doyouknowwhichpartsareunder
warrenty
2%
yes
46% no
52%
others
Howisthew arrentys
ervice
providedbyth edealer
5%
10%
28%
14% Series2
Series1
24% 19%
11. How would you rate the sales process of JCB dealer, from where
you taken the machine?
(On scale of 6)
12. How would you rate the unscheduled repairs provided by JCB
(On scale of 6)
1.2 1-Very Poor
2.7 2-Poor
3.11 3-Average
4.16 4-Good
5.13 5-Very Good
6.0 6-Excellent
17% 9%
14% Series1
Series2
57%
13. Where do you get your service?
a) On site-18
b) workshop-2
c) both-30
Howwouldyougetyourservice
36% onsite
workshop
60% both
4%
10%
y es
28% no
62%
c ant s ay
15. How is the performance of the service engineer?
(On scale of 6)
1.1 1-Very Poor
2.1 2-Poor
3.13 3-Average
4.18 4-Good
5.14 5-Very Good
6.0 6-Excellent
Other-3
Howis the prformance of service
engineer
6% 1
0% 2%
2% 2
26% 3
28%
4
5
36% 6
other
1
5% 10%
28% 2
14% 3
4
24% 19% 5
6
17. Does the service man (for kirloskar engine) come as prompt as
said to you?
a) yes-40
b) no-6
c) others-4
Doestheserv
iceman(forkirloskar
engine)comeaspromptassaidto
yo u
8%
12%
yes
no
others
80%
0%
1
12% 14%
2
3
16%
22% 4
5
6
34%
others
18. (A) how would you rate the parts on the basis of there pricing
(On scale of 6)
1.4 1-Very Poor
2.2 2-Poor
3.10 3-Average
4.1 4-Good
5.0 5-Very Good
6.0 6-Excellent
H
owwo
uldy
o uratethepartson
th
eb asiso
fp ric
ing
5
% 1
1
0%
2
8% 2
1
4% 3
4
5
2
4% 1
9%
6
0%
0%
genunine
non-genunine
both
1
00%
19. How would you rate the over all dealer performance?
(On scale of 6)
1.2 1-Very Poor
2.3 2-Poor
3.14 3-Average
4.18 4-Good
5.13 5-Very Good
6.0 6-Excellent
H
owwo
uldy
o urateth
eo veralldealer
p
erform anc e
1
5% 10%
28% 2
14% 3
4
2
4 % 1
9% 5
6
6
%
y
es
n
o
9
4%
they are facing for their dealer and for the machine .Some these are
2. Parts are not available and in the mean time and also too costly.
time.
people.
11. Work is not done on time and the machine could not be
• The parts are not available with the dealer, so parts should
always available.
sales services.
SWOT ANALYSIS
can help you uncover opportunities that you are well placed to take
unawares.
More than this, buy looking at yourself and your competitors using
the SWOT framework, you can start to craft a strategy that helps
Strengths
1. Old entrant:
customers for impulse buying. They are unveiling new products time
Conferences, trade fare etc the motive is not only to luring new
customers but also for creating local awareness about the JCB.
of dealer’s outlets.
5. International Presence:
Weakness
Opportunities
products.
2. Advancement of media communication:
Threats
1. Branded product:
for eating the market share of JCB this, will hamper the brand
summarized as follows:-
refused to cooperate.
desirable.
• Last but not the least, the time constraint faced in the project
India.
They unveil new products time to time according to the latest trend.
It make the customers make them feel that they are important for
performance.
About the earthmoving industry: The Indian earthmoving is also
because of the old players are increasing their capacity and new
players are emerging at very rate. Although the new players cannot
harm the old once but what they can do is that they can eat away
some of the market share of the companies. Thus, big players take
Firstly, it will let the company know where it lacks, how it could be
rectified.
Secondly, it make the customers make them feel that they are
executives performance.
marketing trends.
9. Dealers should be strict towards their staff and improve after sale
services.
10. The service should be done quickly for faults which occur
suddenly.
ABOUT CUSTOMERS
NO.
OF
SI. MACH
NO NAME PH.NO ADDRESS INES MODEL BANK
hdfc/icici/kotak
1 Shivi Bhagwan 9811300718 Suraj pur 4 3D(2)/3DX(2) mahindra
Hdfc/icici/magma
3 Sohan Chand 9313040048 Ghaziabad 8 3DX(2)/3D(6) finance
Gujrat bank/Vijya
4 B.R.Arora 9871950865 Faridabad 3 3D(1)/3DX(2) bank
Kashna
5 Construction 9810391322 Faridabad 1 3DX(1) Icici
Kotak
mahindra/Citi
8 Tayab Singh 9810414736 G. Noida 5 3DX(2)/3D(3) financial
Conquera New
10 India 9911157443 Gurgaon 1 3DX(1) Icici
Muradnaga Kotak/icici/Hdfc/A
12 I.S.Pradhan 9818348572 r 12 3DX(4)/3D(8) BN Amro
Bobby Earth
14 Movers 9899339842 Noida 2 3DX(1)/3D(1) Citi group
Hdfc/Magma
20 Vijender Singh 9312022704 Jhajjar 2 3DX(2) finance
Shyamlal
22 Company 9810931954 Jhajjar 6 3DX(3)/3D(3) Hdfc
Hdfc/Icici/Kotak
29 Khuswant Singh 9313085190 Delhi 3 3D(2)/4D(1) mahindra
Shri Balaji
30 Enterprises 9412215391 Noida 1 3DX(1) Magma finance
Prakash Singh
34 Phati 9811993306 G. Noida 4 3DX(3)/3D(1) Kotak mahindra
Kotak
mahindra/Citi
35 Sarjit Kathana 9810371560 Delhi 7 3DX(4)/3D(3) financial
Kotak
mahindra/Magma
38 Omveer Singh 9350087415 G. Noida 12 3DX(4)/3D(8) finance
3DX(4)/3D(1)/4
40 Joginder Singh 9311091955 Delhi 6 D(1) Kotak/Citi
Icici/Kotak
44 Sanjay Sharma 9811134522 Delhi 3 3DX(1)/3D(2) mahindra
1. www.jcb.com
2. http://www.info4india.com/indian-personality/Narain-
karthikeyan-the-racing-wonder.shtml
3. www.google.com
4. www.bitpipe.com/tlist/Branding.html
5. www.kotlermarketing.com/resources/philipkotler
6. www.allaboutbranding.com
7. www.icjonline.com
8. www.terexvectra.com
9. www.larsenturbo.com/divbusiness/jvlntcase.html
SUBMITTED BY:
VAIBHAV JAIN
ROLL NO. 0211211705
BBA, IPU, 2ND SEMESTER
• Objectives 1
• Methodology 2
• Industry Profile 3
• Company Profile 6
• Vision, Mission 12
• General Policy Statement 3 14
• Product Range 16
• Analyze the JCB Competitors 20
• Analyze the Brand Promotional Activities 30
• Branding 34
• Customer Satisfaction 38
• Analysis 41
• SWOT Analysis 54
• Limitations 58
• Conclusions 59
• Recommendations 61
• About Customer 63
• Bibliography 66
ACKNOWLEDGEMENTS
At the outset, I would like to thank JCB INDIA LIMITED for giving
me the approval to this project in the organization. I thank my
company guide, Mr. Manish Tayal for this encouragement and
contribution of time, counsel, materials, and for coordinating the
project work and giving me guidance. This project would not have
been possible without his help. I am very grateful to Ms. Saru
Bhardwaj, faculty of DAV Institute of Management, Delhi.
VAIBHAV JAIN