CHAPTER I

1.1 INTRODUCTION
Marketing is essentially about marshalling the resources of an organization so that they meet the changing needs of customers on whom the organization depends. As a verb, marketing is all about how an organization addresses its markets. Marketing is The management process which identifies anticipates and supplies customer requirements efficiently and profitably . Marketing is a total system of interesting business activities defined to !lan, piece, promote and distribution want satisfying products " services to present and potential consumers - William. J. Stantion Marketing is the performance of business activities that direct the follow of goods and services from the producer to the consumer or user - American Marketing Association A social and managerial process, by which individuals and groups obtain what they need and want, through creating and e#changing product and value with others. $ustomer satisfaction begins with a difficult faith% it starts with a commitment to deliver the result for each customer which is also a concern of the dealers. &ence for a manufacturing company, in order to satisfy its customers, it is highly important to satisfy its dealers, as they are the direct customers to them. 'stablishing satisfaction as the ultimate goal is like the other ultimate goals of business pursuit of higher profits or shareholders 1

wealth. !erfect dealer service or satisfaction is one that meets the combined need satisfaction is a systemized service that involves the entire organization. (ut many organizations have yet to develop this kind of awareness of dealer satisfaction strategy.

)ealer *atisfaction begins with the following specific assumptions about company+s relationship with the customers. 1. The dealer service activities focus mainly on e#isting dealers. 2. *ome dealers are more important than others 3. They are the assets. 4. The dealer is always specific.

The dealer needs and value should influence every aspect of the organization strategy, employee safety and performance, product and organization strategy, employee safety and performance, product and service development, sales and marketing programs, operational procedures and information and measurement system.

,nderstanding the dealer is critical to the success of any customer focus initiative, the first step in understanding the dealers is to listen to them. A company needs to hear what its dealers are saying about its people, product service and vision. Their information helps to develop meaningful product and service.

-rganizations need to listen to their dealer satisfied, dissatisfied neutral and prospective. As one company e#ecutive said, talking to a satisfied customer is talking to myself .

.n the past, dealer satisfaction and service was the responsibility of a separate organization that supported the dealer primarily after the sale. Today, service is also likely to be interested with the every product accompany offers. &igh dealer satisfaction comes from providing effective services. (ut giving that service is a continuous activity. .t means being efficient, reliable, courteous, curing and professional every time.

NEED OF THE STUDY

As there are a large number of dealers dealing with /oots !roducts, the study was conducted to know the retailers satisfaction towards /oots 3

.ndustries. This in turn enables the company to enhance its stringent competitiveness in the auto parts market.

OBJECTIVES

0. To find the )ealers+ *atisfaction 1evel with /oots .ndustries 1imited 2/.13 4. To find the factors influencing the dealers to deal with /oots Auto !roducts. 5. To identity the dealers+ suggestions with respect to /oots .ndustries 1imited.

SCOPE OF THE STUDY

1. The pro6ect is focused on the selected dealers in *alem city. 2. The data collection is carried out in *alem for a period of 47 days. 3. The pro6ect focuses the quality of roots horns. 4. The study enables to know the e#pectation of the distributors and consequently the customers. 8. The pro6ect highlights the scope for future improvements on the basis of present scale.

Li itati!n" !# t$e "t%&' (

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1) *ince the survey was done only in *alem the result obtained may not be taken as universal suggestion. 49 :uality of the information highly dependent on the knowledge of the respondents. 3) $oncern person of shop keeping in charge will always change, so that their assessment of the product and the relationship with the company officials could not be adequate.

1.) In&%"tr' Pr!#i*e

Automotive spare parts and components is a lesser known industry yet a big one. .n past few years the industry has grown enormously, even more than the automotive industry itself not only in the .ndian but global scenario.

This

vast

industry 6

includes

automotive

components,

accessories, gadgets, spare parts and tools% the consumers being the -'M segment and the replacement and aftermarket sector. Automotive spare parts replacement and aftermarket have in themselves become a ma6or industry.

.n mid 0;;7+s the quality of .ndian products increased a lot and the prices were considerably lowered. This posed an interesting situation where the .ndian replacement and aftermarket industry had geared up to meet the international standards and awaited an ideal opportunity for global e#posure. $ertain *M'+s through their focused operations are now serving the global automotive giants directly or through suppliers. -nline catalogs and websites have added to the online presence of our clients. The results are quite apparent, .ndian automotive parts industry makes original components of ma6or automotive giants like <eneral Motors and Mercedes amongst others. They have, through consolidated efforts been positioned as global players of the sector.

1.+ C! ,an' Pr!#i*e

.n a dynamic world that is driven by technology, a successful presence depends on the way you mould that technology to fit popular needs. .ndigenous talent, a daring attitude, courage to accept and learn new things and the simple spark of an idea. That is the genesis of /--T*. /--T* .ndustries 1td. is a leading manufacturer of &-/=* in .ndia and the 00th largest &orn Manufacturing $ompany in the world.

&eadquartered in $oimbatore > .ndia, /--T* has been a dominant player in the manufacture of &orns and other products like $astings and .ndustrial $leaning Machines. *ince its establishment in 0;?7, /--T* has had a vision and commitment to produce and deliver quality products adhering to .nternational *tandards. @ith a strong innovative base and commitment to :uality, /oots .ndustries 1imited has occupied a key position in both international and domestic market as suppliers to leading -'Ms and after market. *imilar to products, /oots has leading edge over competitors on strong quality system base. =ow, /.1 is the first .ndian $ompany and first horn manufacturing company in the world to get .*-AT* 0B;C; certification based on effective implementation of :* ;777 and D)A B.0 system requirement earlier. /.1 has entered into technical collaboration with /obert (osch, *A to further enhance the technical competence. /ootsE vision is to become a world class company manufacturing world class product, e#celling in human relation.

Vi"i!n !# R!!t"(
We will stand technologically ahead of others to deliver worldclass innovative products useful to our customers. We will rather lose our business than our customers satisfaction. !t is our aim that the customer should get the best value for his money. "very member of our company will have decent living standards. We care deeply for our families# for our environment and our

society. We promise to pay back in full measure to the society by way of selfless and unstinted service.$

A-!%t t$e F!%n&er(

An obsessive hobby went into the making of this self>made industrialist. (orn in an agricultural family, young /amasamy had a great interest in repairing automobiles. This led to his getting the masterEs degree in Automobile 'ngineering from 1incoln Technical .nstitute, ,*A in 0;B; and developing a unique /adiator $oolant /ecovery *ystem, which is today a standard equipment in almost all vehicles manufactured by the advanced countries. .n 0;?7, Mr. /amasamy promoted MAs. American Auto *ervice, which was taken over in 0;;4 by /oots .ndustries !rivate 1imited, a company promoted by Mr. /amasamy. This company entered into technical collaboration with /obert (osch, the world leaders in auto electrical to manufacture all the range of (osch &orns. Mr. /amasamy had a very inquisitive and innovative temperament. This led to his having many firsts in his distinguished career.

*ervo brakes were designed for the first time in .ndia by Mr. /amasamy. &e designed the first high frequency @ind Tone type horn which was smaller and lighter thanconventional horns. (esides all the other firsts, Mr. /amasamy introduced electronically controlled Musical Air &orns for the first time in the @orld. The thirst for innovation and drive to move forward, led to the establishment of a die casting unit to meet the captive requirement of 9

/--T*. .n 0;F?, Mr. /amasamy set up a full>fledged modern tool room equipped with the latest machines for the manufacture of precision tools and dies. &e promoted /oots Multiclean 1td., a 6oint venture in Techno>financial collaboration with MAs. &ako @erke <mb&, <ermany to manufacture world class .ndustrial Gloor $are and Gloor $leaning 'quipments. /M$1 is successfully spreading the concept of Mechanized $leaning in .ndia and also e#ports its products to various countries like Australia, (ritain, <ermany, Hapan *ingapore, etc. Mr. /amasamy can very proudly claim that he is a self>made industrialist and in recognition of the same, he has been conferred the ,dyog *hree Award in the year 0;;7. &e has also been awarded the ,dyog /attan Award by the .nstitute of 'conomic *tudies in the year 0;;0.

R!!t" gr!%, !# .! ,anie"(

1. /oots industries ltd 2. /oots Auto !roducts I!9 1td 3. /oots Multi>clean ltd

'lectric horns Air horns, switches $leaning Machines

4. /oots !recision !roducts

)ies tools and Higs fi#tures

5. /oots cast I!9 1td, die cast.

Aluminium and Jinc pressure

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6. /oots )igital engineering *ervices I!9 1td

)igital engineering services

7. /oots metrology lab quality

.nstrument systems

calibration,

8. /oots !olycraft 9. /.K. =ature cure home

!lastic components =ature cure therapy, yoga and massages

10. *atchidananda Hothi =ikethan 11. $rystal clean care

.nternational school /ange of modern cleaning techniques

A%t!

!-i*e H!rn"
/oots .ndustries specializes in the manufacture of a wide

range and line>up of automobile horns. /oots is a leading supplier to all the ma6or vehicle manufacturers like Gord, )aimler $hrysler, Mitsubishi 1ancer, Mahindra " Mahindra, Toyota, Tata Motors, Giat ,no and *iena, T'1$-, TD* Motor $ompany, Kinetic &onda, etc. /oots .ndustries 1imited places a premium on original technology and innovation. .ts technical collaboration with /obert (osch *.* of *pain in 0;;8 has helped it to further strengthen its / " ) activities and technical competence. This collaboration along with /ootsE indigenous talent has kicked off a spree of growth unmatched in the history of automobile -' manufacturers.

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.t all started with 6ust a honk. 'ncouraged by the response, we kept on moving ahead. .n the beginning, we did not realize that we would make such an impact. *lowly but surely, the reverberations were felt far and wide. .ndian automobile market responded to our call. *oon the global market too followed suit. /oots horns, in a very short span of time, got a place of pride in millions of vehicles across the globe. @hat more could we ask forL (ut we did ask more. @e indeed made a sound beginning but we could not rest on our laurels. The 6ourney has to go on. There are more miles to go. And more challenging territories, to e#plore.

CHAPTER II RESEARCH METHODOLO/Y

/esearch methodology describes how the research study was undertaken. This includes the specifications of research design, source of data, method of data collection, the sampling method and the tools used. /EO/RAPHICAL AREA( 12

The study is conducted in *alem $ity. PERIOD OF COVERA/E( The duration of pro6ect work is about 57 days RESEARCH DESI/N( The research design used in this pro6ect by the researcher is the descriptive research design. De".ri,ti0e re"ear.$ &e"ign( )etermining the relationship between two are more variables. .t is well structured. .t is more economical, we can gather more information. !roblems can be found after the questionnaire

preparation. .t needs less time.

SAMPLE DESI/N(
P!,%*ati!n( !opulation for this research is set of dealers those who are dealing with /oots Auto !roducts in *alem $ity. Sa ,*e %nit"( The sampling units used by the researcher for this research, are those who are dealing /oots Auto !roducts. Sa ,*e "i1e( The number of samples collected by the researcher is C7 dealers. 13

Sa ,*ing ,r!.e&%re 2 Sa ,*ing

et$!&(

The sampling method used for this study is non>profitability convenience sampling, which is selected according to the easy and convenience of the researcher.

METHOD OF DATA COLLECTION(

Pri ar' &ata( The researcher collected both by direct survey from the retailers through questionnaire " interview schedule. The researcher used structured non>disguised questionnaire. Se.!n&ar' &ata( &ere the researcher collected secondary data from the company profile, industry profile and official web sites.

RESEARCH INSTRUMENT(
/esearch instrument used for data collecting is questionnaire and interview schedule. 3%e"ti!nnaire The questionnaire is prepared in a well>structured and non> disguised form so that it is easily understandable and answerable by everyone. The type of questions include in the questionnaire are open>ended questions, multiple choice questions and dichotomous questions. 14

Inter0ie4 S.$e&%*e The interview method of collecting data involves presentation of oral>verbal stimuli and reply in terms of oral>verbal responses. Then the responses are filled up in the questionnaire, for further analysis.

STASTICAL TOOLS USED FOR ANALYSIS(

The researcher carries out analysis through various statistical tools. The statistical analysis is useful for drawing inference from the collected information. *imple percentage analysis. $ross > Tabulation A=-DA Test.

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