insignia report

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.

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