WELCOME

A BRIEF STUDY OF MARKETING STRATEGY OF ROOTS

MASTER OF BUSINESS ADMINISTRATION

Internal Guide: Presented by:

Dr. M. K. Patra Dipankar Sinha
(Prof. Human Resources Management) Roll No.: B/09/028

Reg. No.:0906281053

Session: 2009-2011
INTRODUCTION OF THE TOPIC
MARKETING STRATEGY (MEANING)
 Marketing’ means the organizational function & set of process for creating, communicating,
and delivering value to customers.
 The term ‘Strategy’ in literal means a plan designed to achieve a long term aim
 Now, combining both terms together ‘Marketing Strategy’ are blue prints for action that
marshal and reconcile the marketing function resources with environmental constraints

 FORMULATION OF MARKETING CUM SALES STRATEGY

 ‘Michael Porter’ has proposed three types of strategies that provide a good starting point for
strategic thinking
 Overall cost leadership:- 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.
 Differentiation:In this case a business tries to achieve superior performance in an important
customer benefit that is valued by the market.
 Focus: The firm gets to know narrow market segments intimately and pursues either cost
leadership or differentiation within the target segment.
LEVEL OF MARKET SEGMENTATION
Niche marketing:
Marketers usually identify niches by dividing a market into segments.

Local marketing: Target marketing is leading to marketing programs tailored to the needs
& wants of local customer groups in trading areas, neighborhoods, even individual stores

Individual marketing: The ultimate level of segmentation leads to ‘segmentation of one,’

customized marketing’ or ‘one-to-one marketing’.

Target market: Once the firm has identified its market segment opportunities, it must
decide how many and which one to target

Positioning: Positioning the act of designing the company’s offering and image to occupy
a distinctive place in the minds of the target market
OBJECTIVE OF THE STUDY
To find out the different methods of brand awareness
in horn industries.
To know the buying decision of the customers in horn
industries.
To know the satisfaction level of the customers with
after sales service.
To know about the market share of ROOTS HORN in
automobile sector.
Sources of data
Primary data :
Primary data was collected through a well stucture
questionnaire designed for retailer and consumer.
Secondary data:
secondary data was collected from various magazines,
newspapers,automobile books,retailer,consumer and
others.
COMPANY PROFILE
Name: ROOTS INDUSTRIES .LTD

Regd office: R.K.G. industrial estate, ganapathy, coimbatore-641006.

Factory:
component division, ganapathy, coimbatore-641006.
horn division kadhirinayakenpalayam, thoppampatti,coimbatore-641017.

Executive chairman: Mr.ramasamy – master’s degree holder in automobile

engineering.

Activity: manufacturers of electric horns,air horns and other equipments.

Head office: Coimbatore

GROUP OF COMPANY
RIL-Roots industries limited (electric horns )
RAPPL-Roots auto products pvt ltd(air horns,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,tools,jigs and fixtures)
RMTL-Roots metrology laboratory (instrument calibration,quality
system consultancy)
R.K.Nature cure home (nature cure theraphy,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
PRODUCT RANGE OF THE ELECTRIC HORN
Roots Industries Limited places a premium on original technology and innovation.

. This is in a large part possible due to the full-fledged design, developement and test
center with the latest CAD/CAM facilities. Its Metrology lab too is equipped with
world-class instruments and related equipment.
Windtone
Vibrosonic
Cleartone
Roots 90
Megasonic
Smarttone
Spider
R 70
sensors
 
Air horn and other product
 At Roots Auto, 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, we make the quality of our horn heard in
every corner of the world.
 Air horn
 Controller
 Switches
 Relays
 Electronic flasher
 Melody maker
 Security system
 Mobile charger
LEARNED POINTS OF LITTLE SIZE BUT BIGGER MEANING

There are two types of training imparted to workers: 1)

on the job basically for 3 months. 2) off the job on
monthly basis.
Working shift for the workers are of 8 hours duration.
There are two shift of production.
The company also manufacture horns for BOSCH
COMPANY.
In every sample of 1000 horns 50 horns are checked.
All the workers on the shop floor are in same dress
DATA ANALYSIS AND INTERPETATION
DIFFERENT METHOD OF BRAND AWARNESS
IN HORN INDUSTRIES:

Word-of-mouth marketing through satisfaction of

existing customer.
Auto Electric Mechanic’s meet.
 Free service camp..
Dealer and Sub-Dealer meet.
Advertisement and publicity.
 BUYING DECISION MAKING OF CUSTOMER IN HORN INDUSTRIES

Buying reason
Number of respondent
 Self 45%
 Relatives + mechanic 30%
 Other reason 25%
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. The satisfaction level regarding a product is very important because it is a
service oriented product. After sales service have a strong impact on buyer’s decision to repurchase the
same brand again-and-again. Out of 50 interviewed, 40 are satisfied with after sales service and 10 were
unsatisfied. The company needs to increase the service outlet.

SATISFACTION LEVEL

10

Satisfied
Unsatisfied

40
MARKET SHARE OF ROOTS HORN IN INDIAN MARKET

MARKET SHARE OF ROOTS

40
ROOTS
OTHERS

60
 Findings(factor affect sales in HORN industries)
:
 Brand awareness among customer- people knowledge about availability of
product.
 After sales service – as it is a service oriented product.
 Auto electrician reference about the product.
 Warranty duration given on a horn.
 Customer (self or friends or relative) satisfaction level with the performance
& attitude of dealer or sub- dealer.
 Easy replacement in case of replacement warranty.
 Market share of the roots product.
 Last but not the least, advertisement and publicity about product and brand.
 RECOMMENDATION

 Company has an opportunity to increase its market share by

increasing service station-cum-dealership or sub-dealership.
 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.
 Because of less price and good quality of horn than the competitor
there is a scope for company to reach the household customers.
 Company should arrange training for service engineers & mechanics.
conclusion
 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, the most crucial aspect of a business.
 Fundamentally, 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.
 Thus the training was beneficial not only for academic purpose but has given
some useful training and information for my career
 During this industrial visit in roots industries, I have gained the practical
knowledge about the functioning of an industry
Thank you