College Presentation

STP OF TRACTOR-TRAILER (HCV)
Summer Project Topic :-
“Segmentation, Targeting & Positioning of
Tractor-Trailer (HCV)”
For
Mahindra Navistar Automotives Ltd. Pune
Prepared by :- Amit C Sharma

PGDM
Exe. Batch (2009-2011)
1
BIMM, Pune.
Content
•Company Overview
•
•JV’S objective
•
•Current Products & Future Plans
•
•Market Scenario
•Scope, Details & Objective of Projects

•
•Steps in Research
•Questionnaire Format
•
•Customer Details
•
•Research Detailed Analysis
•
•Conclusions & Recommendations 2
Vision :-
To create a fully collaborative environment in which suppliers can deliver exactly

what the company needs, when it needs it, and at a competitive cost.
´We don’t have a group-wide mission statement. Our core purpose is what
makes all of us to get up & come to work in the morning
-Mr. Anand Mahindra
Our aim is to provide high performance solutions for every commercial vehicle
segment right from 3.5 tonne GVW to 49 tonne GVW.
Our product range will be engineered to fulfill the requirements specific to

Indian business, with the technological support of Navistar.
Mission :-
To create India's largest automobile and automobile- related products

distribution network by providing dealers and customers with the largest choice
of unique world class products and services.
3
MAHINDRA NAVISTAR AUTOMOTIVES LTD.

(Joint Venture between M&M, India & ITEC, USA)
M&M (Mahindra & Mahindra)

vA US $6 billion group, is among the top 10 industrial houses in
India
vHas significant presence in key sectors of Indian economy
vAutomobiles & auto components, IT, Telecom, Infrastructure etc
vOver 60 years of experience with strong base of technology &
distribution
vExports in almost every continent
ITEC (International Truck & Engine Corporation)

vNavistar Corporation is the parent company
vMarket leader in medium range trucks in North America with sales
of over 100,000 CVs
vWorld leader in diesel engines (160 – 325 hp) producing over
400,000 diesel engines per year
4
vStrong R&D base
JV BUSINESS OBJECTIVES
1.Become a full range commercial vehicle company in India.

1.
2.Be a full service provider of Engineering Services to ITEC.
3.
4.Component sourcing from India for ITEC.
5.
5
CURRENT PRODUCTS
(LCV Segments)
6
7
PASSENGER RANGE
16+D
25+D
32+D
Products with variants engineered to suit a variety of usage segments

Tourister 25+D available in BS III version with CRDe engine
Delux bus under development 8
LOAD CRX RANGE
DI 3200 Loadking
Loadking Tipper Sherpa Tipper
Products with variants engineered to suit a variety of usage segments
9
CARGO VEHICLES
Mahindra DI 3200
Ideal for Intra city / small distance operation
GVW 4600 kg, Pay load 2575 kg
10
CARGO VEHICLES
Mahindra LOAD KING
Rugged, Durable, Fuel efficient
LK 4T LWB BS II LK 6T LWB BS II/BSIII LK CNG BSIII/BS IV
11
LK 6T SWB BS II /BS III LK 6T SWB BS II CBC/FBT LK 6T SWB BS II/BS III
CARGO VEHICLES
Parameters DI 3200 Loadking Super Loadking Pride Loadking CRDe
GVW (kg) 4600 5950 5500 5500
Payload (kg) 2575 3585 3280 3520
Engine MDI 3200 TCI NEF 3200 TCI NEF 3200 TCI LCV CRDe BS III
4 cyl 2.5 lit - BS II 4 cyl 2.6 lit - BS II 4 cyl 2.6 lit - BS II 4 Cyl 2.6 Lit
Power 45 kw (61.2 hp) @ 3200 53.5 kw (72.7 hp) @ 53.5 kw (72.7 hp) @ 58.5 kw(82 hp) @
rpm 3200 rpm 3200 rpm 3200 rpm
Wheel base (mm) 2654 3320 2500 2500
LxWxH (mm) 2920 x 1800 x 500/1090 3120 x 1800 x 500 3120 x 1920 x 500 3120 x 1920 x 500
Cabin width (mm) 1690 1690 1690 1690
No. of tyres 2F, 2R 2F, 4R 2F, 2R 2F, 2R
Variants WB: 2500 mm 6 Tyre (2F, 4R), 6 Tyre (2F, 4R),

LB Lngth: 3120 GVW 5950, GVW 5950,
High side deck High side deck 12
NEW INTRODUCTIONS (Load)

Parameters LK 4T LWB LK 6T LWB LK 4T/6T LWB Loadking Tipper Sherpa Ttipper
CNG fbt cbc
GVW (kg) 6255 5950 6255 5950 7450
Payload (kg) 4020* 3585 4020* 3760 3500
Engine NEF 3200 TCI NEF 3200 TCI NEF 2.6 Ltr NEF 3200 TCI NEF 3200 TCI
2.6lit BS II 2.6lit BS II CNG BS III 2.6lit BS II 3.2 lit BS II
Power 53.5 kw (71.7 53.5 kw (71.7 52 Kw (70 Hp) 53.5 kw (71.7 73.5 kw (100
HP) HP) @3600 RPM HP) PS)
@ 3200 rpm @ 3200 rpm @ 3200 rpm @ 3150
Wheel base (mm) 3320 3320 3320 2500 2800
Lx Wx H (mm) 4250 x 1920 x 4250 x 1800 x 4250 x 1920 x 3130 x 1720 x

500/1090 500 500/1090 530
Cabin width (mm) 1690 1690 1690 1690 1690
No. of tyres 2F,2R 2F,4R 2F,2R/4R 2F, 4R 2F, 4R
13
FUTURE PRODUCTS
(HCV Segments)
14
15
16
Competitors :-
•TATA Motors Ltd

•Ashok Leyland
•VE CVs- Eicher Motors ltd
•Swaraj Mazda Ltd
•Mercedes- benz
•TVS(CNG- KING)
•Asia Motor Works
•JCBL Ltd
•Piaggio Vehicles Pvt Ltd
•Force Motors Ltd
•Kamaz Vectra Motors Ltd
New entrants to the commercial vehicle markets:-
•Daimler after the collapse with the Hero Group, the German auto giant is
searching a company having a strong dealer network in country to make a joint
venture.
•General Motors (GM) & Shanghai Automotive Industry Corporation (SAIC) also
having their eye on Indian CV industry.
•John Deere is looking after small tractor business in India.
•As Eicher Motors buys 3.18% stake from Mitsubishi, this show that Mitsubishi
17
also having some interest to involve in CV business in Indian market.
SCOPE OF PROJECT
•The project is focused on selected Transport owners in Mumbai &
Pune city.
•The study enables to know the expectation of the Transporters.
•The project highlights the scope of future improvements on the

basis of research findings.
•The project can give a preview of devising better strategy against

competitors.
18
OBJECTIVE OF PROJECT
•
To understand segment characteristics of
Tractor-trailer .
•
•
Profile of the customer :-
•
* Classification of customer in the different sizes of the fleet
handling capacities.
* List down the customers who own or operate the tractor-trailers.
* Note down the company, model and fleet size of their vehicles.
* Also list down the cost of vehicle, trailer building cost and year
of purchase of that vehicle.
•
•
Usage profile of Tractor-Trailer :-
•
*List down the information regarding the application for which19
customers are using their vehicles.
* Also list down routes on which the vehicle is running most of the
time, total running for daily and monthly basis.
* Also check out the load carrying capacity of the vehicle and note
down how much total load they are carrying through their vehicle.
* Note down operating speed with reference to the carried load of the
vehicle and check out the fuel efficiency of that vehicle.
•
•Vehicle performance :-
•Check the performance of the vehicle used by the owner or operator
regarding to the mileage (fuel economy), pulling power, max.speed,
and the gradeability of the vehicle.
* Verify the accelerating power of vehicle. Also check out the
company of the tyre and tyre life.
•Expected performance :-
•Check out the purchasing parameters of customers and vehicle
specifications and verify whether the customers are satisfied with
those parameters or not. Ask them about their expectations.
20
Expected features :-
•
•
* List down all the expected features that have been required by
the vehicle for better performance as well as very good drivability.
* Study the features like cabin specifications, tyres, advance
features like GPS, navigation systems, central lubrication, hub
reduction, anti theft systems. Also list down the extra features
customer requires.
21
Step by step project details

1. Company study.
2.
3. Detail study of specifications of competitor’s products.
4.
5. Preparation of questionnaire & other checklists.
6.
7. Competitors dealers visit in Pune & Collections of Various
information & Brochures of competitors products.
8.
9. Collection of various details of transport owners application
segment wise in Maharashtra(Mumbai, Pune).
10.
11.Visit to various Cities specially the big Hubs of Tractor- trailers in
Maharashtra.
12.
13.Collection of Information through Questionnaire, Operating 22
economics & other details.
Study of operating economics :-
After studying all bellow given parameters we have calculated profitability
of the transport owner per vehicle they are using.
•Fixed costs :-
1)Price of vehicle
2)Trailer building cost
3)Loan amount
- Down payment and % of finance
4)Interest rate of finance
5)Tenure
6)Insurance
7)Registration cost
8)Modification/accessories cost
9)No. of drivers
10)Driver salary per month
11)Driver allowance per day
12)Co-driver salary per month
13)Co-driver allowance per day
14)Office expenses (staff and filing cost)
•Variable costs :-
1)Monthly running of vehicle
2)Tyre life
3)Maintenance cost per km
4)Toll expenses per km or per trip
•Revenue :-
1)Load –up trip – distance
2)Load – down trip – distance
3)Freight rate Rs./Ton-km
FIXED COST + VARIABLE COST = TOTAL COST 23
REVENUE – TOTAL COST = PROFIT
STEPS IN RESEARCH
ØDefine & Development of approach to the

problem.
ØResearch Design formulation.
ØField work or Data collection.
ØFindings & Interpretations.
ØSatisfaction and importance data for
tractor-trailers.
24
Method of Research :-
DESCRIPTIVE
In this case we knew what we were looking for. We had a clear idea who our target customers
would be. The company was interested to know the scope in the HCV Segment & how they could
meet the customer’s requirements.
Type Of Research :-
Interview
Observation
Research Objective :-
Research Objective same as Project Objective
Data Type :-
Primary ( obtained through customer interviews )
Data Collection:-
The data, which is collected for the purpose of study, is divided into 2 bases:
Primary Source :
The primary data comprises information survey of vehicle owners, operators and transport
agencies.
The data has been collected directly from respondent & with the help of structured questionnaires.
Secondary Source :
The secondary data was collected from Company’s website and other informative websites.
25
Research Methodology :-
This describes the methodology of the study. After the detailed study, an attempt has been
made to understand the segment characteristic of tractor-trailer market & also how that market
may vary with respect to the application segment and GCW of the vehicle.
Survey design :-
The study is a cross sectional study because the data were collected at a single point of
time. For the purpose of present study a related sample of population was selected on the basis of
convenience.
Sample Size and Design:-

A sample of 82 transport owners has been collected for detailed study of the tractor-trailer
segment. Before going on the real field visit, the test sampling has been carried out near Pune to
check and to get familiar with the market. The actual customers were contacted on the basis of
random sampling.
After completing the test sampling, the real field visit was carried out by visiting the tractor-trailer
hub near Pune, Panvel and Mumbai. Visits have been done at-
•Transport Nagar at Nigdi, Pune

•
•Kalamboli at Panvel
•
•Gavanpada (HPCL & BPCL Refineries) near Chembur, Mumbai
•Masjid Bunder at Mumbai

26
Segment wise distribution :-

Sr.no 35T Sample 40T Sample 49T Sample Total Sample
Size Size Size Size
1 Steel 7 Steel 10 Steel 8 25

2 Container 10 Container 8 Container 5 23
3 Tankers 6 Tankers 5 Tankers 3 14
4 Engg Items 4 Engg Items 5 Engg Items 3 12
5 ODC 5 ODC 3 ODC 3 11
Total 27 31 22 85
Research Period:-
The research work was carried out for 30 days. Approximately 3-4 interviews per day.
Research Instrument:
This work is carried out through face to face survey & self-administered questionnaires. The questions
included were open ended, dichotomous and offered multiple choices.
27
•What is Customer Preferences for Tonnes.
535 T – 731 Nos i.e. 60 %
40 T – 359 Nos i.e. 29 %
49 T – 135 Nos i.e. 11 %
•As per the graph Customer mostly Prefers 35 Tonne vehicle for
their operations.
•Reasons :- Customer Mostly Prefers 35 Tonne vehicle for their

operations because mainly of the Mileage & Load carrying capacity
of the vehicle. Also the price for 49T vehicle is very high to afford
by small and medium size transporters.
28
•What is the Fleet size of the customers.
5-10 – 36 Nos i.e. 54 %
11-15 – 11 Nos i.e. 16 %
16-20– 3 Nos i.e. 4 %
21-25– 2 Nos i.e. 3 %
26 - 75 – 15 Nos i.e 22 %
•As per the graph the average Fleet

size the customers have is 5- 10 nos.
29
•What is Distance per Trip.
Less than 500 – 3 Nos i.e. 4 %
501– 1000 – 58 Nos i.e. 58%
1001- 1500 – 28 Nos i.e. 35 %
1501- 2000 – 1 Nos i.e. 1%
2001– 4000 – 2 Nos i.e 2 %
•As per the graph on an average vehicle covers 500-1000 km per

trip.
•Reasons :- It covers PAN India. But it prefers 500-1000 km per trip

as it can have more no of trips in a month.
30
•What is Driving Time per day.
Less than 8 hrs – 32 Nos i.e. 40 %
9-10 – 37 Nos i.e. 46 %
11-12 – 6 Nos i.e. 7 %
13-14 – 5 Nos i.e. 6 %
15-16– 1 Nos i.e 1 %
•As per the graph on an average vehicle covers 9-10 hrs per day.
•Reasons :- Because drivers prefers to drive the vehicle on an average of

9-10 hrs as due to Fatigue factors.
31
•What is Running Monthly of the Vehicles.
3001-4000 – 2 Nos i.e. 2 %
4001-5000 – 6 Nos i.e. 7 %
5001 – 6000 – 38 Nos i.e. 48 %
6001- 9000 – 30 Nos i.e 37 %
•As per the graph on an average vehicle covers 5000-6000 km per

monthly.
•Reasons :- It varies per month but on an average of 5000 to 6000 km

per month. As it depends on the business and time factors.
32
•What is the no of Trips per month.
2-3 – 15 Nos i.e. 22 %
4-5 – 24 Nos i.e. 35 %
6-7 – 2 Nos i.e. 3 %
7-8 – 21 Nos i.e 31 %
•As per the graph on an average vehicle covers 4 to 5 trips per

month.
•Reasons :- It covers PAN India. As it covers on an average 500-

1000 km per trip as it can have more no of trips in a
month .
33
•What is the time taken per Trip.
2-3 – 53 Nos i.e. 66 %
4-5 – 17 Nos i.e. 21 %
6-7 – 0 Nos i.e. 0 %
7-8 – 0 Nos i.e 0 %
•As per the graph on an average vehicle takes 2 -3 days per trip.
•Reasons :- As per the driving conditions and routes available the time
taken per trip may differ.
34
•What is the Loading / Unloading days per Trip.
2-3 – 82 Nos i.e. 66 %
4-5 – 6 Nos i.e. 21 %
6-7 – 0 Nos i.e. 0 %
7-8 – 0 Nos i.e 0 %
•As per the graph on an average vehicle takes 2-3

days for Loading / Unloading per trip.
•Reasons :- It takes 2-3 days as it depends on the

labour and load availability for loading / Unloading.
35
•What is the mileage of 35T vehicle.
•As per the graph mileage for 35T is

For Overload- 2.1 to 2.5 kmpl
For Rated load- 2.5 to 3 kmpl
For Under load-3.1 to 3.5 kmpl
•Reasons :- As per the loading capacity of 35T

vehicle is lesser than 40 and 49T vehicle, the fuel
mileage increases for this vehicle. 36

For overload- 1.51 to 2 kmpl
For rated load- 2.1 to 2.5 kmpl
For under load-3.1 to 3.5 kmpl
37
For overload- less than 1.5

For rated load- 1.51 to 2 kmpl
For under load-3.1 to 3.5 kmpl
38
•What is the Fuel Tank Capacity normally Preferred.
250-300 – 12 Nos i.e. 15 %
300-350 – 29 Nos i.e. 36 %
350-400– 31 Nos i.e. 39 %
400-600– 0 Nos i.e 0 %
•As per the graph on an average vehicle has 350- 400

Ltr’s capacity fuel tank.
•Reasons :- It covers PAN India and they don’t want to

increase the capacity more than this as possibility of fuel
theft is more.
39
•Major, Medium, Minor, segment of the T-T Business.
•As per the graph for the following observations :-

Major Segment – ODC
Medium Segment – Engineering Items
Minor Segment – Steel .
40
•What type of cabin is preferred by customers.
Locally built – 69 Nos i.e. 85 %
Company built – 12 Nos i.e. 15 %
•As per the graph major customer prefers Locally built Cabin.
•Reasons :- It costs less & they modify the cabin as per their need
& applications.
41
•Which type of cabin customers have at present .
1- Sleeper – 8 Nos i.e. 85 %
2- Sleeper – 73 Nos i.e. 15 %
Day – 0 Nos i.e 0 %
•As per the graph major customers have 2-sleeper cabin in their
vehicle.
•Reasons :- As their vehicle covers PAN India & for the long route
2 sleeper is preferred for driver comfort & rest.
42
•Which color customer prefers for their vehicle.
Blue – 1 Nos i.e. 16 %
Golden Brown – 27 Nos i.e. 23 %
White – 27 Nos i.e 33 %
Yellow– 19 Nos i.e 27 %
Red– 13 Nos i.e 1 %
•As per the graph major color opted is white .
•Reasons :- Normally company color is used.
43
•What is the current life of Front & Rear tyres.
•As per the graph

Front tyre – 45001 to 60000 km
Rear tyre – 35001 to 50000 km
•Reasons :- Normally due to road conditions & load carried.
44
•What is the Expected life for Front & Rear tyres.
•As per the graph Front tyre life – 90001 & above .
Rear Tyre life – 80001 & above.
•Reasons :- Because it will reduce the cost of replacing &

remouldingof tyre to a great extent.
45
•Which type of tyre customer uses for its vehicles.
Cross Ply – 76 Nos i.e. 93 %
Radial – 6 Nos i.e. 7 %
Tubeless Radial– 0 Nos i.e 0 %
•As per the graph major customer prefers

Cross ply tyre in their vehicle.
Sr . no Tyre Type Coding Cust %
Preference Nos
reasons
1 Tyre which came 1 4 5

along with
vehicle from
beginning
2 Good Service 2 50 63
3 Own Agency 3 0 0
4 Cheaper 4 5 6
5 Less Friction 5 17 22
6 Easy 6 3 4
Availability
46
•Which make of tyre customer prefers for its vehicle.
CEAT – 6 Nos i.e. 7 %
MICHELLIN – 0 Nos i.e. 0 %
JK – 4 Nos i.e 5 %
APOLLO – 24 Nos i.e 30 %
MRF – 47 Nos i.e 58 %
•As per the graph customer prefers MRF make

tyre most in their vehicle. Sr . no Tyre make Coding Cust %
preference Nos
Reasons
1 Good Service 1 37 46
2 Good Life 2 16 20
3 Tyre on Credit 3 4 5
4 Tyre which came 4 7 9

along with vehicle
from beginning
5 Own Agency 5 3 4
6 Good Performance 6 6 7
7 Good Reliability 7 3 4
8 As per availability 8 4 5
47
•What is best combination in 35 Tonne Tractor-Trailer.
180 HP – 50 Nos i.e. 79 %
200 HP – 8 Nos i.e. 13 %
220 HP – 5 Nos i.e 5 %
Sr . no Tonnes Best Coding

Combinatio
•As per the graph best combination opted n
by the customer is 180 HP
1 35 T 180 1
2 35 T 200 2
3 35 T 220 3
Sr . no Reasons Coding Cust %

Nos
1 Good load a 11 21
carrying
capacity
2 Good mileage b 39 73
3 Good power c 3 6
4 Good for d 0 0
Application
48
260 HP – 20 Nos i.e. 79 %
220 HP – 6 Nos i.e. 13 %
180 HP – 3 Nos i.e 5 %
Best combination No of Customers %

for 40 T
•As per the graph best combination
opted by the customer is 260 HP
260 HP 20 69
220 HP 6 21
180 HP 3 10

1 Good load a Nos
13 42
carrying
capacity
3 Good power c 9 29
4 Good for d 1 3
Application
49
230 HP – 0 Nos i.e. 0 %
260 HP – 5 Nos i.e. 62 %
320 HP – 2 Nos i.e 25 %
400 HP - 1 Nos i.e 13 %
Best combination No of Customers %

•As per the graph best combination opted by for 49 T
the customer is 260 HP
230 HP 0 0
260 HP 5 62
320 HP 2 25
400 HP 1 13

1 Good load a Nos
6 43
carrying
capacity
3 Good power c 1 7
4 Good for d 7 50
Application
50
•Advance features expected by the customers.
HR – 0 Nos i.e. 0 %
TPMS– 1 Nos i.e. 1 %
ANTS – 0 Nos i.e 0 %
AFTS– 6 Nos i.e 8 %
CLS– 59 Nos i.e 81 %
AC – 4 Nos i.e. 6 %
NS – 1 Nos i.e 1 %
GPS – 2 Nos i.e 3 %
•As per the graph customers preferred the

central lubrication system.
•Reasons :- This is a new system in the market & in addition it
will save time & money for greasing the vehicle etc.
51
Important – Satisfaction Rating

Graphs
35 , 40 & 49 Tonne
Tractor- Trailer Segment.
52
•Imp- Satisfaction Graph for Tractor-Trailer Vehicle (Overall)

Sat
Parameters IMP isf
Rati act
ng ion
Rat
ing
Reliability of the 4.7 4.4

vehicle
Safety of the 4.7 4.3
driver/occupant
Power for 4.7 4.3
overloading
Gradeability 4.7 4.1
Driver comfort for 4.0 4.0

higher
productivity
Less turnaround 4.2 3.9
time for more no
of trips
Power output for 3.7 3.6
max speed
Price of the 4.7 3.8
vehicle
Higher fuel 4.9 3.8
economy
Effective brakes 4.6 3.8
for lesser stopping
time in case of
emergency
Tyre life 4.5 3.0
53
•Important- Satisfaction Graph for 35 Tonne Vehicle

Sat
Parameters IMP isf
act
ion
Rat Rat
ing ing
max speed
Higher fuel 4.7 4.4
economy
Power for 4.7 4.2
overloading
Price of the 3.9 4.0

vehicle
driver/occupant
for lesser
stopping time in
case of
emergency
Tyre life 4.9 3.9

vehicle
higher
productivity
time for more no
of trips
54
IMP Sati
sfac
Parameters tion
Rati
Rati ng
Power for 4ng
.7 4.4
overloading
vehicle
driver/occupant
time for more no
of trips

max speed
higher productivity
Price of the vehicle 4.7 3.9
Higher fuel 4.9 3.8

economy
for lesser stopping
time in case of
emergency
Tyre life 4.5 2.9
55

Sati
Parameters IMP sfac
tion
Rati
Rati ng
Higher fuel 4ng
.9 5.0
economy
Price of the vehicle 4.1 4.8
Power for 4.7 4.7

overloading
max speed
driver/occupant
Effective brakes for 4.2 3.5

lesser stopping
time in case of
emergency
Tyre life 4.5 3.4

higher productivity
vehicle
time for more no of
trips
56
Important parameters where customers are mostly

unsatisfied.
Overall 35T 40T 49T
Parameters Tyre life Tyre life Tyre life Tyre life
Effective brakes Effective brakes Effective brakes Effective
for lesser for lesser for lesser brakes for
stopping time in stopping time in stopping time in lesser stopping
case of case of case of time in case of
emergency emergency emergency emergency
Higher fuel Reliability of the Higher fuel Reliability of
economy vehicle economy the vehicle
Price of the Driver comfort for Price of the Driver comfort
vehicle higher vehicle for higher
productivity productivity
Power output for Less turnaround Gradeability Gradeability
max speed time for more no
of trips
Less
turnaround
time for more
no of trips
57
Important – Satisfaction Graphs

of Competitor’s Vehicles
58
•Important- Satisfaction Graph for AL-3516 Tonne Vehicle
Pa
S a fe ty
R e lia b i
Pow er 59
•Important- Satisfaction Graph for TATA-3516 Tonne Vehicle
Pa
R e lia b i
S a fe ty
G ra d e a
60
P a ra
R e lia b i
Pow er
L e ss tu
61
Pa
R e lia b i
P r ic e o
62
Par
S a fe ty
D r iv e r
63
Par
D r iv e r
p ro d u c
S a fe ty
64
•Important- Satisfaction Graph for MAN-49 Tonne Vehicle
Par
P o w e r
G ra d e
S a fe ty 65
•Important- Satisfaction Graph for VOLVO-400 Tonne Vehicle
Pa
H ig h e r
P ow e r
P ow e r
66
SWOT Analysis of MNAL :-
Strengths :-
•Company is backed by a strong brand name called “ Mahindra & Mahindra “.
•Company has ability to introduce new product in the market & to generate sales from those
new products.
•Introducing innovative services like “Extra Mile “
•Ruggedness & Toughness of vehicles.
Weakness :-
•Lack of Expertise in Heavy commercial vehicles segment.
•Price of Quoted for the HCV is higher than the competitors.
Competitors are providing discounts.
•Lack of Awareness about Mahindra Navistar’s HCV in the market.
Opportunities:-
•High Growth rate in commercial vehicle segment.
•Improving infrastructure facilities in India.
For eg : Golden quadrilateral project connecting all the metro cities.
•Tapping Market outside India.
Threats :-
•Tata Motors & Ashok Leyland having a strong hold in the HCV Market.
•To Influence the consumer perception from existing players to Mahindra- Navistar products.
67
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68
CONCLUSIONS & RECOMMENDATIONS

(with respect to the sample size)
69
ØSegment wise application:-

Major – ODC
Medium – Steel
Minor- Engineering items, Car Carriers, Tankers
The main segment of the market that regulates application wise might be steel,
ODC and engineering item for tractor-trailers.
ØOut of sample size of 70 transporters

60 transporters are handling 35T along with the combination of 40 T & 49 T
So most popular vehicle in this segment of tractor-trailers is 35T vehicle according to

the review of transport owners.
ØAlso 40T vehicle usage is growing fast because of highly fluctuating steel, engineering
and ODC markets.
ØAs the prices and loading capacity of 49T vehicles are high, the small and medium
size transporters are not willing to purchase it.
70
Ø
ØFleet size handling :-

•As the prices and loading capacity of 49T vehicles are high, the small and medium size
transporters are not willing to purchase it.
• Transporters having fleet sizes more than 30 vehicles approximately goes for the 49T
vehicles because the freight rates are high and load carrying capacity.
ØImportant parameters :-
•As per the survey taken, the importance parameters have been analyzed to find out
the important parameter that is very much required to the transporters for their
profitability and vehicle maintenance.
•Survey shows following observations are important considered by the Transport

owner while purchasing the vehicle.
o Fuel Economy
o Price
o Tyre Life
o Power for loading & Gradeability
o Effective Brakes
•In the pricing and reliability parameters of vehicle. Customer prefers the vehicles of
the company which have less price & discounts etc.
71
ØImportance to tyres and tyre life :-

Tyre life leads to the cost cutting in the overall variable costs. They always prefer
the tyres having long life and comparatively cheaper price. So tyre life is also an
effective aspect for the company that increases efficiency of the vehicle.
ØImportance of Loading & Overloading power :-

The transporting business is thus totally depend on the pulling or overloading power
of vehicle, the company also should look after the effective overloading power for their
vehicles. Though the options for the best combinations gives more power options, the
transporters also suggested to increase the loading capacity for respective options for
vehicles if possible.
ØComfortability for Drivers :-

Many of transporters also look after to the Comfortability for their drivers for high
productivity by lowering their fatigues they built cabins as per their preferences, but if
company will provide the cabins as per their requirements they also prefer company
built cabins. But they may be mostly stick to the price differences between company
and locally built cabins.
ØOther factors like effective braking while in the case of emergency and lesser
turnaround time for the vehicle trip to increase profitability also are very much
important for the transporters and vehicle owners.
72
ØCompetitors Market Presence :-
In the commercial vehicles market, TATA Motors and Ashok Leyland are the big
competitors for Mahindra Navistar. Also by the survey that has been carried out it has
been found out that most of the North Indian Transporters mostly prefer the TATA
vehicles while Ashok Leyland is mostly popular vehicle company in the Southern region
of India.
ØPromotional Plan :-
Major Customers during the survey were not aware about the company’s new truck
launch in the market. So company should have rigorous promotional plan for their
product.
Mahindra company which is very much famous for their rugged and efficient
engines, the customers are very much eagerly waiting for the new vehicle to come up
in the market.
•
•
73
Thank you…
74
Thank you…
75

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STP OF TRACTOR-TRAILER (HCV)

Summer Project Topic :-

“Segmentation, Targeting & Positioning of

Mahindra Navistar Automotives Ltd. Pune

Prepared by :- Amit C Sharma

•Scope, Details & Objective of Projects

To create a fully collaborative environment in which suppliers can deliver exactly

Our product range will be engineered to fulfill the requirements specific to

To create India's largest automobile and automobile- related products

MAHINDRA NAVISTAR AUTOMOTIVES LTD.

M&M (Mahindra & Mahindra)

ITEC (International Truck & Engine Corporation)

1.Become a full range commercial vehicle company in India.

Products with variants engineered to suit a variety of usage segments

LOAD CRX RANGE

Loadking Tipper Sherpa Tipper

Products with variants engineered to suit a variety of usage segments

LK 4T LWB BS II LK 6T LWB BS II/BSIII LK CNG BSIII/BS IV

GVW (kg) 4600 5950 5500 5500

Payload (kg) 2575 3585 3280 3520

Cabin width (mm) 1690 1690 1690 1690

No. of tyres 2F, 2R 2F, 4R 2F, 2R 2F, 2R

Variants WB: 2500 mm 6 Tyre (2F, 4R), 6 Tyre (2F, 4R),

NEW INTRODUCTIONS (Load)

GVW (kg) 6255 5950 6255 5950 7450

Payload (kg) 4020* 3585 4020* 3760 3500

Wheel base (mm) 3320 3320 3320 2500 2800

Lx Wx H (mm) 4250 x 1920 x 4250 x 1800 x 4250 x 1920 x 3130 x 1720 x

Cabin width (mm) 1690 1690 1690 1690 1690

No. of tyres 2F,2R 2F,4R 2F,2R/4R 2F, 4R 2F, 4R

•TATA Motors Ltd

New entrants to the commercial vehicle markets:-

•The study enables to know the expectation of the Transporters.

•The project highlights the scope of future improvements on the

•The project can give a preview of devising better strategy against

Step by step project details

ØDefine & Development of approach to the

Sample Size and Design:-

•Transport Nagar at Nigdi, Pune

•Masjid Bunder at Mumbai

Segment wise distribution :-

1 Steel 7 Steel 10 Steel 8 25

•What is Customer Preferences for Tonnes.

535 T – 731 Nos i.e. 60 %

40 T – 359 Nos i.e. 29 %

49 T – 135 Nos i.e. 11 %

•Reasons :- Customer Mostly Prefers 35 Tonne vehicle for their

•What is the Fleet size of the customers.

5-10 – 36 Nos i.e. 54 %

11-15 – 11 Nos i.e. 16 %

16-20– 3 Nos i.e. 4 %

21-25– 2 Nos i.e. 3 %

•As per the graph the average Fleet

•What is Distance per Trip.

Less than 500 – 3 Nos i.e. 4 %

501– 1000 – 58 Nos i.e. 58%

1001- 1500 – 28 Nos i.e. 35 %

1501- 2000 – 1 Nos i.e. 1%

2001– 4000 – 2 Nos i.e 2 %

•As per the graph on an average vehicle covers 500-1000 km per

•Reasons :- It covers PAN India. But it prefers 500-1000 km per trip

•What is Driving Time per day.

Less than 8 hrs – 32 Nos i.e. 40 %