1. A
PROJECT REPORT
ON
“INTERNSHIP WITH INSIGNIA BRANDINGS”
SUBMITTED BY
SHRIJAN
VIRAJ PATIL
AKASH KALORE
SHIVANI DHAR
THROUGH
SINHGAD INSTITUTE OF MANAGEMENT & COMPUTER APPLICATION
(SIMCA), PUNE
YEAR (2015-16)

2. 1. INTRODUCTION
INSIGNIA BRANDINGS
Insignia brandings is a Branding consultancy which aims to build and maintain
communication network. Connecting companies with the target audience is main goal.
Insignia brandings has talented and creative staff who works dedicatedly to provide their
clients with the best choice and better execution of their plans with the most cost-effective
solutions. The company offers:-
 Brand Consulting
 Print Media
 Digital Marketing
 Experimental Marketing
 Media Services
 Broadcast Management
 OOH
 Promotions
 Public Relations
Insignia Branding is also a recruiter of SIMCA. Career opportunity is good specifically for
marketing students. Insignia Brandings and Research is one of the leading name in the
industry of Branding and Advertising with top notch clients.
Silver jublee motors, dealer of Mahindra vehicles are a client of Insignia Brandings.
Promotional events were organised for four wheelers like KUV1oo, TUV3oo, e2o, Mahindra
Maximo which are basically the new launching by Mahindra. The activities were done
successfully at different places.
Contact details;-
HQ-2nd
floor, 49/2B/3
“Vaibhav” Building
Maharashtra Co-op Housing society

3. Pune-Satara road, Parvati, Pune-411009
Mobile No.-02041220505
2. SILVER JUBLEE MOTORS
SILVER JUBILEE MOTORS LIMITED is a public company registered on 04/12/1935. The
company has an authorized capital of Rs 50,00,00,000 and paid-up capital of Rs
39,32,00,000. Its registered office is situated at 12 Moledina Road, Pune- 411001. The status
of company in the records of Registrar is active which means that it is actively doing all its
filing with the Registrar. Company has currently 5 director and falls under the jurisdiction of
Registrar of Company-Pune.
Incorporation Date 04/12/1935
Company Nature -Company limited by shares
Industry Category –Trading
Authorized Capital Rs. 50,00,00,000
Company Officials:
 SANJAY CHANDRAKANT JAGTAP- Managing Director
 KIRANPALSING MOHINDERPALSINGH AHLUWALIA- Whole-time Director
 RAJWARDHINI SANJAY JAGTAP- Director
 CHANDRAKANT NIVRUTI JAGTAP- Director
 PRASAD PRAFULLA NENE- Secretary
Company History:
SILVER JUBILEE MOTORS LTD is the flagship company of SILVER JUBILEE GROUP.
We are the dealer for range of Mahindra & Mahindra vehicles, serving the Mahindra patrons
since 1958. The number one dealer of Mahindra in Western Maharashtra. Mahindra &
Mahindra Ltd. is India’s leading company in supplying the premier Utility Vehicles (UV) and
is assisting the global customer base in realizing their dreams by owning Mahindra cars or
commercial vehicles which are rugged, reliable and fuel efficient.
The company was incorporated in year 1935, commencing its business with the dealership of
Ford Motors. Later in year 1938 the Dealership Agreement with Caltex Petroleum was
entered which subsequently got transferred to Indian Oil Corporation Limited. After being
successful in automobile and petroleum dealership; in year 1940, with a diversification
attempt, Silver Jubilee Motors commenced Pune’s pioneer city bus services; which were later
taken over by Pune Municipal Corporation (PMC) due to its highly acclaimed success. Ford
Motors dealership was discontinued. In year 1958 Mahindra & Mahindra Dealership was
commenced for maintaining a more profitable position in Indian Markets. Currently running
two successful dealerships- M & M and IOCL. Highest levels of customer satisfaction have
positioned us at the epitome pivot in the automotive and related dealership sector. In year
2010 we have completed successful 75 years of serving the customer needs by delivering our

4. commitments through well trained and professional workforce. Our vision and mission has
propelled our constant endeavours to satisfy the customers to the fullest.
Organisation Structure:
Product Range:
Private Vehicles:-
1. Scorpio
2. Xylo
3. Quanto
4. Verito
5. Bolero
6. XUV 5OO
7. TUV 3OO
8. KUV 1OO
9. REXTON
10. E2O
11. Thar

5. Commercial Vehicles:-
1. JEETO
2. Supro Maxi Truck
3. Supro
4. Bolero Maxi Truck
5. Bolero Pickup
6. Bolero Camper
7. Maximo Truck
8. Maximo Minivan
9. Alfa
10. Champion
11. Imperio
Mahindra KUV 1OO & TUV 3OO Specifications:-
 Fuel Type

 Mileage-City

 Mileage-Highway

 Fuel Tank Capacity

 Seating Capacity

 Transmission Type

 Engine Displacement (cc)

 Engine Type

 Engine Description

 Engine Displacement(cc)

 No. of Cylinders

 Maximum Power

 Maximum Torque

 Valves Per Cylinder

 Valve Configuration
Diesel
22.25 kmpl
25.32 kmpl
35 (Liters)
6
Manual
1198
mFALCON D75
1.2-litre 77bhp 12V
1198
3
77bhp@3750rpm
190Nm
4
DOHC
Diesel
15.06 kmpl
18.49 kmpl
60 (Liters)
7
Automatic
1493
EnginemHawk 80
1.5-litre 81bhp
1493
3
81bhp@3750rpm
230Nm
2
—

6. 
 Fuel Supply System

 Turbo Charger
CRDi
Yes
CRDi
Yes
Transmission
 Transmission Type Manual Automatic
 Gear Box 5 Speed 5 Speed
 Drive Type FWD RWD
Suspension System
 Front Suspension MacPherson Struct Double Wishbone
Steering
 Steering Type Power Power
 Steering Column Tilt & Collapsible Tilt & Collapsible
 Turning Radius 5.05 metres 5.35 metres
Brake System
 Front Brake Type Disc Disc
 Rear Brake Type Drum Drum
Performance
 Top Speed — 156 Kmph
 Acceleration (0-100 kmph) — 13.9 Seconds
Fuel
 Mileage-City 22.25 kmpl 15.06 kmpl
 Mileage-Highway 25.32 kmpl 18.49 kmpl
 Emission Norm Compliance BS IV BS IV
Tyres
 Tyre Size 185/65 R14 215/75 R15
 Tyre Type Tubeless,Radial Tubeless,Radials
 Alloy Wheel Size 14 Inch 15 Inch
Payload & Towing
 Cargo Volume 243-litres 384-litres
General Car Details

7.  Warranty Time 2 Years 3 Years
 Warranty Distance 100000 Kms 100000 Kms
Mahindra Maximo MiniVan Specification’s:-
Engine: 0.9L 2CY CRDe NA
No of Valves: 8
No of Cylinders: 2
Bore X Stroke(mm) : 83 x 84
Displacement : 909 (cc)
Max. Power: 18.4 kW (25 bhp)@3600 rpm
Max. Torque: 55 Nm@1800-2200 rpm
Transmission:
Transmission Type: 4-Speed Manual
Dimensions & Weight: Overall Length (mm)3677
Overall Width (mm):1540
Overall Height (mm):1845
Ground Clearance (mm):147
Wheelbase (mm):1950
Kerb Weight (kgs):1090
Capacity & Volume: Fuel Tank Capacity (litres):33
Seating Capacity:8
Brakes:
Front Brakes:Disc
Rear Brakes:Drum
Antilock Braking System:No
Wheels & Tyres:
Wheel Type:Steel
Wheel Size:4J x 12''
Tyres:145/80 R12
Fuel Economy : Mileage :20 kmpl
Fuel Type:Diesel
Interior : Leather Seats:No
Height Adjustable Driver's Seat:No
Tiltable Steering Column:Yes
Leather Wrapped Steering & Gear Knob: No
Sunroof / Moonroof:No
Tinted Window Glass:Yes

8. 3. DETAIL PLAN OF PROMOTIONAL EVENT OF MAHINDRA VEHICLES
Our Moto:-
 To Generate capable leads as well as increasing awareness among public through
events, presentations
 to facilitate mouth to mouth publicity
 To Increase awareness about newly launched Mahindra vehicles and true Mahindra
DNA
The event was comprised of:-
 PPT presentations in corporate offices, Banks, colleges
 Vehicle showcase events at public places and advantageous locations
 Follow up process: 1 person will be responsible for several customers, to find out
effective follow up process
Location of event:-
 Near competitor’s showrooms
 Around IT parks
 Bank events, Bank customers data
 Colleges, corporate offices
Parameters:-
 Competitor’s showroom locations will give us customers who are willing to purchase
vehicle and having purchasing power
 IT parks and residential societies of IT parks will give customers who are young,
employed, interested in SUVs, first time buyers mostly below 30 years may find
interest in KUV 1oo
 IT parks will also give liberal crowd for E2o
 Banks will get benefited from us and vice versa
 College, corporate offices and IT parks will give ample number of sensible and
capable customers instead of (just a) crowd

9. Differentiating Features:-
• Assured no of enquiries as well as capable enquiries instead of only footfall queries
• Well defined locations
• Targeting vehicles as per locations and events and customer demographics
• Advantage of competitor analysis can be used for converting masses into leads
• Less wastage of time ,money and manpower
• SPECIAL FOCUS:
PPT events:
1. 15 minutes presentation
2. All key features ,information and USPs to be transferred to masses
3. Short but needful competitor analysis will be included in ppt
4. Additives over competitors will be highlighted
5. Why Mahindra, a special introduction of Mahindra USPs to be included in ppt
6. Test rides will be made available in these events including vehicle showcase
7. Nominal booking facility to be made available at events
• KUV 1OO to be projected as KOOL UTILITY VEHICLE to attract youth

10. 4. BANK ACTIVITIES
Attributes:-
 To Gather attention of maximum possible people visiting Banks where set-up for
promotional activity was done
 Vehicle display, vehicle introduction, vehicle brochure
 Customer data collection
 Follow up process (which includes cold calling)
The promotional activity was done outside ICICI banks of various locations which include
Wagholi, Kharadi, Kalyani Nagar, Ambegaon, Swargate. New launchings of Mahindra i.e.,
KUV1oo, TUV3oo, and e2o were promoted. Loan facility was provided for customer by
ICICI banks. Details about the four wheelers were provided to interested customers and
feedback was taken for follow up. Test drives was also provided as per demand of customers.

11. 5. HOUSING SOCIETY ACTIVITIES
Attributes:-
 To Gather attention of maximum possible residents through various activities
 Vehicle display, vehicle introduction, vehicle brochure
 Customer data collection
 Follow up process (which includes cold calling)
Society Names & Charges:-
 Marvelous Society - 5000 INR/day, (125-150 flats), Hadapsar
 Pearl Tower – 4000 INR/day, Hadapsar
 Isha Empire – 1500 INR/day, (150 flats), Hinjewadi
Time duration: 11am-6pm
Activities & Charges:-
 Mehendi Competition: 2000 INR
 Drawing Competition: 2000 INR
 Magician charges: 12000/ 3 hrs
 Music System: 5000 INR
 Video Display
 Gift vouchers and Discounts on bookings within a week
 Fun Games: 200 INR
 Tea stall:2000 INR
 Ice-cream stall: 4000-5000 INR
 Panipuri and chat Stall: 4000-5000 INR
 Small gifts: Printed T-shirts, Cups, Kitchens, wrist bands
 Jumping Bag: 4000 INR
 Advertising of events before 2 days: 1 card/ flat:2000
Considerations:-
 Average footfall will be 150-200 people (earlier event footfall was 40 people) , All
charges will be incurred for this population
 Leaflets and printing charges are to be considered separately
 Video display and music system probably to be provided by SGM
 Gift vouchers and discounts could be one of the considerations

12.  If footfall increases drastically, charges may be affected accordingly
6. MAHINDRA MAXIMO ACTIVITIES
Event planning:-
Activities:-
 School Visits
 Customer Meet
 WhatsApp campaigns
 Parents awareness campaign
School visits included introduction to school authority as well as van owners. It was a dual
effect activity as a recce for customer meet and visiting TG itself. Goal was to reach
maximum possible number of TG before customer meet so we could have great response at
the time of customer meet.
Name and address of some schools which were visited:-
 Hingne Stree Shikshan Santha, Karvenagar
5 schools, 20 vans (purchased in group)
BVT( best visit time) – 2 pm
school permits vehicles
Van owner: Santosh Pawar, 9850834163
 Shanu Patel School, Warje jakat naka
30 vans, all private vans
BVT – 12 pm
Van owner: Shrinivas Dhawre, 9545991718
Meeting with Pune Jilha Shaley Vidyarthi Sanghatana Head
Name Datta Chavan, 9850463128
After 2 pm
 Jog School, Mayur colony, Kothrud
50 vans, union of van owners
BVT – 11.30am
Baban, 9120480813, Associated with many unions and
100 van owners, personal meet
 NDA Khadakwasla Kendriya Vidyalay
20 vans, all private vans
BVT – 2 pm
Van owner: Shrinivas Dhawre, 9545991718, Associated with

13. 40 van owners
Whatsapp campaign:-
 Messages in Devanagari language that are understandable to everyone will be
published and circulated among TG groups and customer data
 Advertisement of events, meets, discounts, offers and USPs will be circulated

14. 7. CONCLUSION
One month of internship with Insignia Brandings was a great experience for all of us. It
was a learning opportunity while for working for Automobile sector. Promotional
activities were done on field for vehicles like KUV1oo, TUV3oo, e2o, and Maximo after
getting proper training about vehicles. The Places of activities included Banks, Housing
societies, IT parks, schools etc. This experience will be really beneficial for our futures.