WOXSEN SCHOOL OF BUSINESS, HYDERABAD

Post Graduate Diploma in Management (PGDM)

Batch 2018-20
(Approved by AICTE)

Project Report
ON

B2B MARKETING

Report Prepared By: -

P. Ashok Kumar DL. Praveena

1821022 1821079
27th March 2020 27th March 2020

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 Executive Summary

This is an attempt to know the theories can be applied to

practical situation. Its been a wonderful opportunity to know
how well we can negotiate the plans and identify the
opportunities. It is part of study for everyone in this course. I
got the opportunity to study on Mahindra.

In the first part of the project report, the general information

of the company has been collected. Information is gathered
through the primary and secondary source as well.

In the second part of the project report, contains the

specialized subject and each area of study. Objective of the
project is to work on the different areas and come across the
internal and external environments of the company and its
business units.

Goals indicate what a business unit wants to achieve. Strategy

is an action plan for getting the goals. Every Business must
design a strategy for achieving its goals, Consisting of a
Marketing strategy, and a compatible technology strategy
with proper sourcing strategy.

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 TABLE OF CONTENTS

S.No. CONTENT Page no

Executive Summary 2
1
Introduction

1.1 Objectives of this report

1.2 Major findings

2
Company profile

2.1 About the company

2.2 Strategic business units

3
Evidence of Servitization

3.1 Product Analysis

3.2 Servitizing products of company

4
Future Scopes of Servitization

4.1 New possibilities of servitization

4.2 Identify servitization of products

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 5
Conclusion

INTRODUCTION:

Mahindra & Mahindra Limited is an Indian Multinational car

manufacturing corporation head quartered in Mumbai,
Maharashtra, India.

 To understand the selling activity and working climate.

 To study the effectiveness of an advertising in B2B
Marketing.
 To understand which media effecting more.
 To analyse the trend of the industry.
 To Develop a new framework for studying and evaluating
the cognitive dissonance of its stakeholders and its
customers.
 Aligning the shift in the services portfolio for loyal
customers, keeping in mind the demographics, Sales
channels and the customer trends.
 Increasing sales leads
 Sales qualified Leads
 Increasing Brand Awareness
 Converting leads to consumers

The long, traditional sales cycle that was once the hallmark of B2B is
changing to a fast, frictionless process that eliminates all unnecessary
expenditures of time and interaction throughout the buyer’s journey.

Increasing web traffic: - The importance of web traffic is

increasing with the need for a strong digital presence that stands
out among competitors online. The advantage of increasing web
traffic is two-fold for marketers: first, it drives prospects to your
brand with the possibility of capturing a lead, and second, the
frequent website visits help with SEO, boosting the rankings of
your site as it becomes relevant to more users and Google.
It’s no wonder that tactics that help drive web traffic like email and
content marketing emerged as heavy investments for B2B
marketers for 2019. In fact, 71% of B2B buyers said that
throughout their searches for products and services, they
consumed blog content.

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Content marketing goes hand-in-hand with customer centricity
because by putting out useful content, prospects will become
familiar with your brand before the competitive consideration
stage even begins.

 To study the automobile Company as well as the whole

sector.
 To find out the opportunities in the emerging Indian Market
 To find out the success of Mahindra and Mahindra.
 To design long term marketing strategy for penetration for
Mahindra & Mahindra.

FUTURE PLANS OF MAHINDRA: -

Electric is the future and all of us know that Mahindra has some great plans for the
coming electric future. We have seen that automakers have started developing electric
vehicles but all of them are of the private segment. Mahindra, for the first time, has shared
its plans for the electric mobility for the fleets

Planning for the electric fleet technology will make Mahindra stand out as others have
planned electric vehicles for the private vehicle owners only. Dr Pawan Goenka, managing
director, Mahindra & Mahindra, said, “Our focus is on shared mobility and not on personal
mobility. And that is the priority that the Government of India has also given because that

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is how you will get the maximum bang from the buck in use of electric vehicles in India in
terms of the impact on the environment and the impact on oil imports.

Mahindra plans to launch the all-electric KUV100 around April 2020 in India. As per their
plan, we can expect the eKUV100 to be the most affordable electric car

in India till date This will be made true because they have planned this car to match the
fleet requirements.

Mahindra also plans to transform the three-wheeler market and currently offers the e-Alfa
Mini and Treo in the electric three-wheeler range. The automaker has also planned two-
wheelers to go electric. They already produce such products at one of their facilities in
Madhya Pradesh which is exported as the Peugeot e-Ludix. Let’s see if they bring this to
India as well

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Company Profile: -

Mahindra & Mahindra (M&M), the market leader in multi-utility

vehicles in India. The company started manufacturing commercial
vehicles in 1945. M&M is the leader by far in commercial vehicle
and the second largest in the passenger vehicle market. The
company is the world’s sixth largest medium and heavy
commercial vehicle manufacturing.

 Mahindra was founded in the year 1945 on 2 nd October at

Punjab by K.C. Mahindra, J.C. Mahindra, Malik Gulam
Mohammed were promoters of the company.
 It is called Mahindra and Mahindra
 Mahindra & Mahindra headquarters are at Mumbai
(Maharashtra), India
 Annand Mahindra is the vice chairman of the company.
 Pawan Kumar Goenka is the Managing director of the
company.
 Mahindra has its employees of 42,875 as of 2019.
 Mahindra revenue is around 105,806cr with a 15-billion-
dollar revenue as on the year 2019.
 Company has around net income which is 6,016 cr in the
year 2019 and with an 870-million-dollar revenue by 2019.

 Mahindra has 3rd largest three-wheeler Market.

 Mahindra has 2nd largest two-wheeler Market.

 Mahindra has 10th largest passenger car Market.

 Mahindra has 4th largest Tractor Market.

 Mahindra has 5th largest Commercial Vehicle Market.

 Mahindra has 5th largest Bus and Truck segment.

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Mahindra Business units

Automotive Information Real Estate

technology

Established in the Established in the Established in the

year 1997 year 1987 on 24th year 1999 on 16th
June March.

This business unit Established on an Transforming urban

operates in impact for freedom landscapes by
automotive and farm and the opportunity creating sustainable
equipment’s to excel to grow communities

This unit has This unit operates in This unit operates

services of information for the purposes of
Maintenance & technology and growing the
repairs, operates to bridge infrastructure
Customization, the gap of problem facilities for the
Spare parts, solutions faced by growth of the Indian
Manufacturing and businesses and economy and for a
Engineering other things better business.

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Products like Bolero, Products like Products like
Scorpio, Thar, Reva Designing systems, Commercial
Electric car. Software’s, properties,
Consulting, system Corporate houses,
integration, Residential
outsourcing. properties, Industrial
parks

Mahindra Business Units

Aerospace Sector: -
 It Established in the year 2007 at Maharashtra, Mumbai.
 To Become a globally recognize manufacturing of aircraft
& tire 1 supplier of components and assemblies.

Farm Equipment Industry:-

 It Established in the year 1960 manufacturing of farm
equipments.
 To empower the rural farmer and transform and transform
rural productivity, income and living standards.
 Products are into Farming products, Products by region and
in association with geographical wings.
 Manufacturing of tractors.

Mahindra Finance:-
 Established in the year 1991 on 1 st January and
incorporated as maxi motor Finance limited.
 In the year 1995 first branch was opened outside Mumbai at
Jaipur.
 Mahindra Finance has opened its product lines into
1. Tractor Loans
2. Two wheeler Loans
3. Utility Vehciles loans
4. Three-wheeler loans

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The key areas Mahindra focus on

Strategy, Vision,
Mission & Budget

Business Goals

Organization
objective

Department/
Functional objectives

Role/ Individual
Objectives key Result
area

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Mahindra Market capitalisation:-

It has around 347.04 billion but now it may vary due to corona
virus effect its effecting and lot of fluctuations in the market.
Communication
workshop

Feedback and KRA

counseling Setting

Performance Mid- term

appraisal Review.

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