PART-I

COMPANY PROFILE

Company History & profile:ayeris!"e Motoren #er$e AG (BMW), (literally English: Bavarian Motor Works) is a German automobile, motorcycle and engine manufactsuring com any founded in !"!#$ %t also o&ns and roduces the Mini brand, and is the arent com any of Rolls-Roy!e Motor Cars% BMW roduces motorcycles
Founded Founder(s) Headquarters Area served Key people Industry

Type

Aktiengesellschaf t
Automotive industry 1916 Franz Josef Popp Munich !ermany "orld#ide

under BMW Motorra& and H's()arna brands$ BMW is kno&n for its erformance and lu'ury vehicles, and is a global leader in remium car sales $ BMW entered e'istence as a business entity follo&ing a restructuring of the (a Motoren&erke aircraft engine manufacturing firm in !"!)$ After the end of World War % in !"!*, BMW &as forced to cease aircraft engine roduction by the terms of the +ersailles Armistice ,reaty$ ,he com any conse-uently shifted to motorcycle roduction in !"./ once the restrictions of the treaty started to be lifted, follo&ed by automobiles in !".*0."$

$or%ert &eithofer '()*+ Joachim Mil%erg '(hairman of the supervisory %oard+

Automo%iles motorcycles %icycles ,-./60 %illion
'2..9+

Products

Revenue

,he circular blue and &hite BMW logo or roundel is ortrayed by BMW as the movement of an aircraft ro eller, to signify the &hite blades cutting through the blue sky 0 an inter retation that BMW ado ted for convenience in !".", t&elve years after the roundel &as created$1 ,he emblem evolved from the circular Rapp Motoren*er$e com any logo, from &hich the BMW com any gre&, combined &ith the blue and &hite colors of the flag of Bavaria, reversed to roduce the BMW roundel$ 2o&ever, the origin of the logo being based on the movement of a ro eller is in dis ute, according to an article recently osted by the 3e& 4ork ,imes, -uoting 5At the BMW Museum in Munich, Anne 6chmidt78ossi&al, e' lained that the blue7and7&hite com any logo did not re resent a s inning ro eller, but &as meant to sho& the colors of the 9ree 6tate of Bavaria$5

By the year !":", the automotive division of BMW &as in financial difficulties and a shareholders meeting &as held to decide &hether to go into li-uidation or find a &ay of carrying on$ %t &as decided to carry on and to try to cash in on the current economy car boom en;oyed so successfully by some of Germany<s e'7aircraft manufacturers such as Messerschmitt and 2einkel$ ,he rights to manufacture the %talian %so %setta &ere bought= the tiny cars themselves &ere to be o&ered by a modified form of BMW<s o&n motorcycle engine$ ,his &as moderately successful and hel ed the com any get back on its feet$ ,he controlling ma;ority shareholder of the BMW Aktiengesellschaft since !":" is the >uandt family, &hich o&ns about ?#@ of the stock$ ,he rest is in ublic float$

Mo&els
Assem+le&/Manufactured Locally BMW 3 Series (320i, 330i, 320d Highline and 320d Corporate Edition) BMW : 6eries (:./i, :.Ad, :.:d and :/Ad) BMW B! (sCrive !*i, sCrive .Ad, sCrive .Ad E'clusive) Importe& BMW : 6eries (:/:i DBE) BMW Gran ,urismo (Fimited Edition) BMW # 6eries (#:Ai Dou G and #:Ai Donvertibl BMW ) 6eries ()?AFi, ):AFi, )#AFi and )/AFd) BMW B: (B: 'Crive:Ai and B: 'Crive/Ad) BMW B# (B# 'Crive:Ai and B# 'Crive/Ad) BMW B# M 1

BMW M/ (Dou G and Donvertible) BMW M# (Dou G and Donvertible) BMW H? (sCrive/:i (oadster)

BMW Identifying Market Opportunities

A critical factor in BMWIs success is its ability to gather ne& ideas, ick the best ones and im lement them BMW ly through an integrated innovation rocess$ ,he BMW innovation rocess has three stages$ ,he first stage is innovation research and this is accom lished through technology e' loration and their virtual innovation agency$ ,he second stage is management &hich translates these ne& ideas to o transfer, &here the o ortunities and the third stage is innovation ortunities$ ortunities are translated to conce ts$ ,he focus here is on the first t&o

stages &here ideas are generated and translated into market o

I&ea ,eneration
-atellites BMW has different satellites around the &orld that are strategically laced to ensure that BMW is -uick to identify ne& technologies and market trends$ BMWIs aim is to understand market o ortunities by artici ating in them rather than by sim ly revie&ing market research$ 9or e'am le, the 8alo Alto Denter is strategically laced in one of the most high tech regions in the &orld and engineers &orking there have access to the geniuses &ho are develo ing advanced hard&are and soft&are develo ments, and &ork &ith these contacts to create ne& automobile com onent roducts$

Competition
Each year, !A BMW em loyees are selected to travelto 8alo Alto to unearth the ne't breakthrough in automotive innovation$ Dross7functional teams of three, have "A days to identify, e' lore, and develo ne& ro;ects$
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.irt'al Inno)ation A/en!y

BMW gathers ideas from e'ternal sources through +irtual %nnovation Agency (+%A), &hich is an %nternet ortal created for develo ing ne& relationshi s &ith otential e'ternal innovators &ho may be individuals, small com anies, or large com anies from other business centers and research centers$ ,hose &ho have ideas that could can enter them on the &ebsite$ %f BMW is interested in im lementing the idea a ro riate ersonnel contacts are rovided$ ,he innovator is then reimbursed for his idea$

Opport'nity ,eneration
-tr'!t're BMW uses si', innovation areas for o defining market o ortunity identification$ ,his set of areas is a center for ortunities and managing ideas and each area is focused on a articular

customer7driven need$ ,he fields are as follo&s: e' erience dynamics, convenience and service, safety and security, conce t cars and e' erimental vehicles, aesthetics and value and environmental acce tability$ Each innovation area is cou led &ith an element of the com anyIs business strategy that is established by an innovation strategy board consisting of BMW board members, cor orate strategists, and innovation managers$ 9or each field, there is an %nnovation 9ield Manager(%9M) and an %nnovation 9ield Douncil (%9D) and it is the councilIs role to inter ret the directives of the innovation strategy board into needs and o ortunities for ne& roducts and com onents$ ,he overarching aim of these areas is to rovide focus and decision traction to rioritiJe ideas and o ortunity areas$

Fee&+a!$ Loop
,he innovation team in Munich manages the innovation ortfolio$ ,his ortfolio tracks ideas from generation through com leted ro;ects and then monitors the ro;ectsI results once they are im lemented$ ,his hel s BMW to track erformance of its rocess$

#"at ma$es M# e0!el 1

BMW e'cels for the follo&ing ma;or reasons$ ,hey have access to a huge ool of ideas both &ithin the com any and e'ternal to the com any and they make sure that the culture and rocesses that they rovide, foster continued idea generation$ ,heir rocess ensures that ideas
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that align &ith their strategy and &ith articular customer needs are categoriJed and filtered$ Also, the feeback loo tracks erformance of the rocess and allo&s BMW to make continuous t&eaks to the rocess$

International strate/y
German automaker BMW lans to make smaller, lighter more fuel7efficient vehicles for the global market, but indications are they still e' ect a !A ercent gro&th in remium vehicles in the E$6$ in the ne't t&o years$ Fet<s ho e they<re rightK Situation BMW AG thinking small in bid to claim bigger chunk of gro&ing global lu'ury vehicle market ,o ta into global o ortunities, BMW<s future vehicles must be smaller, lighter, fuel7

efficient, and re resent better value 8remium no longer defined by siJe of vehicle or number of cylinders, said Lim M<Connell, resident of BMW of 3orth America BMW re ared to make necessary investment in lants and roducts 0 strives to kee com etitive &N Mercedes7BenJ and Fe'us BMW e'tending reach to emerging markets, but has no intention of giving u ground in Euro e or 3orth America M<Connell e' ects sales of remium vehicles to gro& !A@ in E6 over ne't . years

Significant Points "A@ of eo le &ere ne& to brand last year, as &orld creating ne& class of affluent customers, M<Connell said By .A!:, Dhina, %ndia, and * other Asian markets &ill have )AM affluent households &N O#AAB in discretionary s ending
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Euro e &ill remain BMWIs largest market, follo&ed by Dhina, and E6 Dlassic vehicles like )76eries &ill continue to have future in BMW<s lineu But ortfolio must evolve into smaller vehicles to meet changing global needs, M<Connell said 9uture vehicles could be slotted belo& !76eries, and BMW may add B! crossover ne't year

-TP OF M#
-E,MENTATION
Bayerische Motoren Werke Aktiengesells chaft (BMW grou ) manufactures automobiles and motorcycles &orld&ide$ ,he activities of the BMW Grou are divided into three segments that include the Automobiles, the Motorcycles, and the 9inancial 6ervices segments$ ,he Automobiles segment ,he Automobiles segment engages in the develo ment, manufacture, assembly, and sale of cars and off7road vehicles, under the brands BMW, M%3% and (olls7 (oyce, as &ell as s are arts and accessories$ BMW and M%3% brand roducts are sold in Germany through branches of BMW AG and by inde endent, authoriJed dealers$ (olls7(oyce brand vehicles are sold in the E6A through a subsidiary com any and else&here by inde endent, authoriJed dealers$ ,he Motorcycles segment ,he BMW Motorcycles segment engages in the develo ment, manufacture, assembly and sale of BMW brand motorcycles, as &ell as s are arts and accessories$ ,he 9inancial 6ervices segment ,he 9inancial 6ervices segment focuses rimarily on leasing automobiles, roviding loan finance for retail customers and dealers, acce ting customer de osits and insurance activities$ ,he BMW Grou o erates in the &orld markets &ith .. roduction and assembly lants, /? sales subsidiaries and a research and develo ment net&ork$ 6ignificant Events Ceutsche ,elekom AG entered into a artnershi &ith BMW Grou , as art of &hich the t&o com anies &ould organiJe ;oint research and develo ment ro;ects in areas, such as data security and vehicle maintenance$ BMW Grou is collaborating &ith Mercedes7BenJ Dars$ Both firms are collaborating to develo , roduce and urchase car com onents$ Mercedes7BenJ Dars and BMW are e' loring coo eration, on a ro;ect7by7 ro;ect basis, in develo ing and roducing com onents, including engines$ BMW Grou introduced ne& variants of its : 6eries sedan in Luly .AA*$ ,he ne& variants, BMW :.Ad, :/Ad and :/Ad 2ighline o&ered by diesel engines, &ould be additions to its e'isting etro variants BMW :.:i and BMW :/Ai$ BMW Grou has e'tended its collaboration &ith Caimler AG$ ,he collaboration is targeted at urchasing certain vehicle com onents$ Both com anies had earlier collaborated to develo hybrid drive train technology$ +attenfall Euro e AG and BMW Grou , in 3ovember .AA*,
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announced that they &ould launch a field test in Berlin, Germany that &ould see :A Mini E cars on the streets and ublic access to recharging oints$ ,he ro;ect is su orted to by the German 9ederal Ministry for the Environment, 3ature Donservation and 3uclear 6afety$ GE3%+% Alliance founding members BMW Grou , Cel hi Dor $, General Motors Dor oration, %ntel Dor oration, Magneti Marelli 6 A, 86A 8eugeot Ditroen, +isteon Dor $, and Wind (iver 6ystems, %nc$ are collaborating to create a shared GE3%+% latform 7 a common soft&are architecture that is scalable across roduct lines and generations$ ,he GE3%+% latform &ould accelerate the ace at &hich automakers can deliver ne& solutions, bringing them closer to the lifecycle of consumer devices, and accelerating ne& business models, such as connected services$

PO-ITIONIN,
8ositioning is &hat the customer believes about your roduct<s value, features, and benefits= it is a com arison to the other available alternatives offered by the com etition$ ,hese beliefs tend to based on customer e' eriences and evidence, rather than a&areness created by advertising or romotion$ Marketers manage roduct ositioning by focusing their marketing activities on a ositioning strategy$ 8ricing, romotion, channels of distribution, and advertising all are geared to ma'imiJe the chosen ositioning strategy$ Generally, there are si' basic strategies for roduct ositioning: !$ By attribute or benefit7 ,his is the most fre-uently used ositioning strategy$ 9or a light beer, it might be that it tastes great or that it is less filling$ 9or tooth aste, it might be the mint taste or tartar control$ .$ By use or a lication7 ,he users of A easily than &ith Windo&s or E3%B$ A &ill be used$ /$ By user7 9acebook is a social net&orking site used e'clusively by college students$ 9acebook is too cool for My 6 ace and serves a smaller, more so histicated cohort$ Mnly college students may artici ate &ith their cam us e7mail %Cs$ ?$ By roduct or service class7 Margarine com etes as an alternative to butter$ Margarine is ositioned as a lo&er cost and healthier alternative to butter, &hile butter rovides better taste and &holesome ingredients$ :$ By com etitor7 BMW and Mercedes often com are themselves to each other segmenting the market to ;ust the crPme de la crPme of the automobile market$ 9ord and Dhevy need not a ly$ le com uters can design and use gra hics more

le ositions its com uters based on ho& the com uter

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#$ By rice or -uality7 ,iffany and Dostco both sell diamonds$ ,iffany &ants us to believe that their diamonds are of the highest -uality, &hile Dostco tells us that diamonds are diamonds and that only a chum &ill ay ,iffany rices$ 8ositioning is &hat the customer believes and not &hat the rovider &ants them to believe$ 8ositioning can change due the counter measures taken at the com etition$ Managing your roduct ositioning re-uires that you kno& your customer and that you understand your com etition= generally, this is the ;ob of market research not ;ust &hat the entre reneur thinks is true$

8ositioning is undoubtedly one of the sim lest and most useful tools to marketers$ After segmenting a market and then targeting a consumer, you &ould roceed to osition a roduct &ithin that market$ (emember this im ortant oint$ 8ositioning is all about < erce tion<$ As erce tion differs from erson to erson, so do the results of the ositioning ma e$g &hat you erceive as -uality, value for money, etc, is different to my erce tion$ 2o&ever, there &ill be similarities$ 8roducts or services are <ma ed< together on a < positionin/ map<$ ,his allo&s them to be com ared and contrasted in relation to each other$ ,his is the main strength of this tool$ Marketers decide u on a com etitive osition &hich enables them to distinguish their o&n roducts from the offerings of their com etition (hence the term positionin/ strate/y)$ Take a look at the basic positioning map te plate belo!"

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,he term < ositioning< refers to the consumer<s erce tion of a roduct or service in relation to its com etitors$ 4ou need to ask yourself, *"at is t"e position of t"e pro&'!t in t"e min& of t"e !ons'mer1 ,rout and (ies suggest a si'7ste -uestion frame&ork for successful ositioning: !$ What osition do you currently o&nQ .$ What osition do you &ant to o&nQ /$ Whom you have to defeat to o&n the osition you &ant$ ?$ Co you have the resources to do itQ :$ Dan you ersist until you get thereQ #$ Are your tactics su orting the ositioning ob;ective you setQ

Look at the example below using the auto market. 8roduct: 9errari, BMW, Ria, (ange (over, 6aab, 2yundai$

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Positioning Map for Cars. ,he si' roducts are lotted u on the ositioning ma $ %t can be concluded that roducts tend to bunch in the high riceNlo& economy (fast) sector and also in the lo& riceNhigh economy sector$ ,here is an o ortunity in the lo& riceN lo& economy (fast) sector$ Maybe 2yundai or Ria could consider introducing a lo& cost s ort saloon$ 2o&ever, remember that it is all do&n to the erce tion of the individual$

F2T2RE PRO-PECTI.E - 3456 M# .ision -'per!ar

When BMW unveiled the &ild7looking +ision EfficientCynamics conce t at the .AA" 9rankfurt Motor 6ho&, one had to &onder: S%s this a ie7in7the7sky sho& car, or could it be tomorro&Is su ercarQT According to an inside source at BMW, itIs the latter$ And &hile a BMW eco su ercar isnIt a reality tomorro& (or even ne't year), a car very similar to the 9rankfurt conce t could be on the road by .A!:$ WhyQ SBecause the entire conce t car is
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based on technology that BMW has already develo ed, or is currently develo ing,T said our source$ 9or instance, the +isionIs rear electric motor is from the ) 6eries Active2ybrid, &hile the front electric motor system is Sfeasible,T and the +isionIs !$:7liter /7cylinder turbodiesel is a arently already in develo ment$ ,he technologies furthest from current reality are the lithium7 olymer batteries and the +isionIs heat7energy7regenerating system, both of &hich are Sabout five years out$T Michelin is said to be hard at &ork develo ing ne& lo&7rolling7 resistance tires that also rovide good handling$ Everything else on the conce t could be roduced, if only in small -uantities$ %t follo&s that the +ision makes sense only as a su ercar Uundoubtedly an e' ensive one$ Also, donIt count on Famborghini7like erformance$ (ather, the goal &ith the +ision is near7 M/ acceleration, but &ith su er high mileage and lo& emissions$ A BMW official told us the +ision Efficient Cynamics conce t &as Se'tremely &ell received and many otential customers have already asked us to build it$T We hear BMW &ill soon sho& a fully running demonstration rototy e, as o .A!A osed to the electric7only sho& car &e featured in our March

Entry -trate/ies

Entry strategy for international markets is a com lete lan, &hich sets the ob;ectives, goals, ca ital, and lanning that hel s com any in international business o erations over a future eriod long enough to achieve their goals in &orld markets$

9oreign market has al&ays been one of the significant fields of o modes%

ortunity and s&itching

costs% %n seeking to serve and enetrate foreign market, firms may choose various entry
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6ome of the ty ical modes of foreign market entry are as follo&ing:

E0portin/ (direct and indirect)

Li!ensin/

7oint .ent'res

#"olly o*ne& s'+si&iaries

E('ity an& non-e('ity mo&es

,he entry strategy of com anies ty ically follo&s one or t&o alternative atterns$ Waterfall strategy &as the referred choice made by the BMW$ Ender the S&aterfallT scenario, the roduct or services &as gradually move into overseas markets, &hile in the s rinkler mode roduct is introduce in several countries market simultaneously &ith in a limited eriod$

%t goes &ell &ith the cultural distance and learning atterns$ After success in the home market, the roduct gradually moved out to culturally close markets$ ,he other advantage is that the e' ansion can take lace in an orderly manner, and the same managers can be used for different countries, &hich hel s to ca italiJe on the skills develo ed and it is relatively less demanding in terms of resource re-uirements$

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PRICIN, -TRATE,Y OF M#
BMW deals in lu'ury car that &hy they foll& the s$imin/ pri!in/ strate/y $
1/ BMW has riced the ! 6eries very close to the / 6eries forcing consumers to hold off

re7orders until they can see and drive the car$ Many may end u buying a /76eries model instead of a !76eries car$ .$ ,he ricing strategy has angered many initial BMW !76eries customers and consumers &hich consider the car over riced$ 8ricing has driven many a&ay from buying$ /$ ,he /76eries may actually be a Sdo&n sellT for BMW dealers as consumers find better value and lo&er lease ayments on a com arable /76eries car$ BMW / 6eries sales may actually get a bum from the ! 6eries launch$ ?$ ,he clear consumer favorite is the BMW !/:i &hich may make it harder for dealers to sell the !.*i models &ith internal com etition from the / 6eries models and outside com eting models$ :$ Dom etition from Audi A/ and A? as &ell as the %nfiniti G/) &ill give rice sensitive sho ers a com elling urchasing alternative to &hat is erceived as an over riced ! 6eries initial ricing model$ .$

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5% Intro&'!tion

BMW is an acronym for Bayerische Motoren Werke AG77or, in English, Bavarian Motor Works$ Whatever you call it, the German7based com any is one of the &orld<s most res ected automakers, reno&ned for crafting lu'ury cars and 6E+s that offer su erior levels of driving en;oyment$

9ounded in Munich, the com any began in the early !"!As as an aircraft manufacturer$ BMW<s current logo, designed to re resent &hite ro eller blades against a blue sky, reflects these origins= its blue7and7&hite color scheme also references Bavaria<s blue7and7&hite checkered flag$ %t &asn<t until !".* that roduction began on the first BMW automobile, the Ci'i$ ,he car roved tremendously o ular, and its success hel ed the manufacturer &eather the Ce ression$ BMW<s best7kno&n re7World War %% vehicle &as the ,y e /.* roadster, a su le t&o7seater that racked u over !.A victories on the motors ort circuit bet&een !"/#

and !"?A$ 8ost&ar BMW cars maintained this tradition, &inning several racing, rallying and hill climb victories

,he early !":As sa& the launch of the BMW :A!, a roomy, volu tuous sedan that &as res lendent &ith all of the ho efulness of that era$ %t &as soon follo&ed by the :A. &hich &as o&ered by the &orld<s first light7alloy +*, foreshado&ing BMW<s ongoing commitment to develo ing ne& technology$ ,he best7selling BMW of that decade &as the %setta, a etite t&o7 seat 5microcar5 ty ically o&ered by a !.7 or !/7horse o&er engine$ ,he mid7<:As also sa& the debut of the limited roduction and breathtakingly beautiful :A) s orts car &hich had an alloy body and used the :A.<s +* for ro ulsion$ %n the !"#As, BMW sales strengthened
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significantly, thanks in art to the immense o ularity of the !:AA, a s orty family sedan$ By the !")As, BMW &as establishing itself as a full7fledged car com any$

%t &as a ioneer for many emerging technologies, including turbo charging and advanced vehicle electronics$ ,his &as also the eriod &hen BMW of 3orth America &as established and consumers, &ho coveted both s orts and lu'ury cars, became loyal 5Bimmer5 o&ners$ ,he <)As also sa& the birth of BMW<s three7tier s ort sedan range consisting of the / 6eries, : 6eries and ) 6eries cars and the creation of its erformance M division$ More recently, the com any has been e' anding its reach &orld&ide$ %t o ened its first E$6$ manufacturing lant in the latter half of the !""As and has e' anded its brand em ire to include Mini and (olls7 (oyce$ BMW also continues to build motorcycles, something it has done since the !".As$

,he automaker<s famous advertising slogan describes each of its vehicles as 5the ultimate driving machine,5 and it<s not mere hy erbole$ Mver the ast cou le of decades, BMWs have become the standard for erformance and lu'ury in most of the 5over O/A,AAA5 segments$ With family7friendly &agons, cris sedans, distinctive cou es, nimble s orts cars and s acious 6E+s offered, BMW<s model roster is diverse$ But its lu'ury vehicles all share a common characteristic: the ability to make drivers feel gloriously connected to the road$

3% L'0'ry Car Mar$et in In&ia

A lu'ury car is a lu'uriously styled automobile &hich is designed to give satisfaction and comfort to its o&ner$ A lu'ury car ty ically has carrying ca acity of # assengers$ ,he lu'ury cars in the %ndian market are very e' ensive, &ith rice tags that start from .A lakh$ 2ence,
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lu'ury cars can only be afforded by the eo le &ho belong to the high income grou and there are a lot of such takers in the %ndian automobile market$

,he recent gro&th in the lu'ury car market in %ndia is much more than mere market dynamics in a articular car segment$ %t is a reflection of the changing lifestyle of the affluent class in the country$ %n %ndia, the lu'ury car segment (Average 8rice .:7/A Fakh) has been gro&ing at an average rate of .A@ or above during recent years= it seems to be global financial crisis$ Curing 6ociety car sales, lakh demand trends, %ndian lu'ury car segment gre& at ./@ to !!$A? lakh has vehicles (A ril7Cecember sho&n gro&th o timistic sign least affected by the according to the assenger

&orst recession eriod &hen &orld &as facing lo& market to #,#)! vehicles .AA*

of %ndian Automobile Manufacturers (6%AM) des ite a A$:@ decline in of automotive

(e ort)$ But financial year sector u by .:@ to !:$.#

ended March .A!A vehicles$

,his indicates

of recovery of sector$ While the !"@ on an average, sales of lu'ury

%ndian auto industry is e' ected to gro& at !)@ to and su er7lu'ury cars are e' ected to gro& e' onentially$

2.

Project Report on BMW Super Luxury Cars

Fu'urycar segment accounts only for /7?@ of total car sales in %ndia$ But &hat lures the

international ma;ors is the fact that this segment is gro&ing at .:@7 lus (.AA" sales), much higher than !:7!)@ gro&th registered by the small assenger car segment over the ast fe& years$ ,his gro&th of lu'ury car sales is driven ma;orly by increased &ealth7creation &ithin

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average %ndian

o ulation and the desire of individuals to ;oin the millionaire7club by

flaunting their &ealth$

3%5 L'0'ry !ar ma8ors in In&ia Mercedes7BenJ, BMW and car brand Mercedes7BenJ EnoI lu'ury car brand Audi ut together have around *:@ market category$ 6o, it share$ ,he German remained V3umero dynamics have

had first7mover advantage as it had started o erations in %ndia in in %ndia for more than a decade$ But, market

!"": and there &as no direct com etition in this

changed significantly after the entry of BMW in .AA# follo&ed by Audi in .AA)$

,he overall market share of lu'ury cars has been reorganiJed due to the ne& entrants$ ,his has resulted in ne& e-uations being forged amongst the various layers, driven rimarily by a ra idly s&elling millionaire7club having diversified choices and references$ %n .AA#, BMW had
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"@ market share &hich has no& gro&n to ?.@, cata ulting BMW as the number one lu'ury brand in terms of sales$ Audi &hich started its o erations in .AA) has had the fastest gro&th7rate amongst the three and has no& ca tured .A@ of the lu'ury car market$ 6o, the %ndian lu'ury car market is favorable for ne& entrants &ho are ca able of grabbing the unta ed o ortunities by

follo&ing the customer7oriented a roach and having ability to induce demand by innovation at each level of marketing mi'$ 9% M# in In&ia BMW entered the %ndian car market in the year .AA# &ith the launch of its first BMW model$ ,he com any established a sales subsidiary in Gurgaon in .AA# to develo its dealer net&ork$ %n .AA), BMW set u its first state of the art manufacturing unit in Dhennai$ ,he com any<s %ndia based manufacturing units cater to the local markets$ Durrently BMW has a net&ork of .: dealers across the country and lans to increase it u to ?A by the end of .A!. mostly in ,ier %% cities$ ,he com any im orts most of its critical com onents from its overseas su ly base= &ith

only !A er cent content sourced from the domestic market, &hich includes seats, leather and door7 anels$

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:% Pro&'!t Line'p ,he BMW lineu consists of highly elegant and e'otic cars including the ! series, / series, : series and ) series to be hybrid cars made e'clusively to meet the needs of highly e'ecutive eo le and officials from very so und rofessional backgrounds$ ,hese cars are sim le yet elegant and have many accessories that make them uni-ue in all terms$ %n addition to this, there is an 6E+ kno&n as the B/$ ,he M series in BMW is made e'clusively in s orts related to cars$ ,his roduct line of BMW is loved by many car lovers for the s orty looks as &ell as the classic engine$

6% M# In&ia an& Competition Pro&'!t Mappin/

54%9 Promotion

Advertisement 4he 5M" (lu%

5M" 6tudio

of 7ndia

5M" Art (ars e9hi%ition

8i rect Mar keting

Promotion

Associatio n #ith leading fashion designers

(olla%orati on #ith e:%ay : online promotio n

5M" ! olf (up: eng aging customers; dea lers

Film Advertising7 5M" short films

5% A&)ertisements: 9or very many years, BMW branding centered around SCriveS, and the man ufacturer roudly romoted itself as the VEltimate Criving Machine$I ,his tagline became synonymous &ith BMW, but since .AA* it began to shift i s em hasis on to SLoyS$ %t rovides a Vbehind the s cenes look at the making of the famous

;7oy is M#;!ommer!ial <

,his commercial doesnIt aim to romote individual vehicles, instead it tells consumers the story of the &hole brand$

otential

,he vie&er feels as though being art of this community must be a very ositive and magical e' erience as it a ears to make everyone involved e'tremely ha y$ T"e M# Cl'+ of In&ia BMW rovides facilities and lu'urious lifestyle to its customers by roviding facilities like BMW club of %ndia$ ,he BMW Dlub of %ndia is a not7for7 rofit organiJation &hose activities are funded rimarily through membershi fees$ ,he BMW Dlub is arranges a &ide variety of social,

technical and driving events, including autocross, high7 erformance driver<s education, rallies, club racing and o&ner education on to ics such as mechanical re air, automotive maintenance and collecting vintage vehicles$ BMW has already ro ed in stars like 6(R, Gul 8anag for romotion of ,he BMW Dlub of %ndia =ire!t Mar$etin/ -trate/y BMW is one rominent user of the direct marketing strategy$ %t has em loyed this style of advertising to boost its brand osition$ BMW s ends huge some of money on direct marketing &hich the ho e of having a massive im act on future sales$BMW s onsors online odcasts to get its branding across as &ell as it invests in email marketing$ BMW also uses soft&are for Cata cleansing to im rove the -uality of its distribution lists so that the right eo le &ith in7date addresses are targeted$ Colla+oration *it" e-+ay %n May .A!!, eBay Advertising and BMW announced a ne& advertising cam aign to su ort the leading car makerIs first venture into e7commerce$ ,he cam aign em loyed a variety of different targeting techni-ues to rovide relevant advertising to users and drive sales conversions for BMW, including: Cate/ory tar/etin/: 2igh im act brand advertising on the eBay Motors home age >ey*or& tar/etin/: eBay sho ers searching for VBMWI or relevant searches of automotive arts and accessories &ere served BMW branded adverts to direct them to the BMW store e"a)ioral tar/etin/: raised the a&areness of the BMW store by targeting sho demogra hics of BMW car o&ners Re-tar/etin/: advertisements served to eBay sho ers &ho had already visited the BMW$co$uk &ebsite and re7engage &ith users &ho sho&ed an interest in BMW ers &ho

have already visited the +ehicle 8arts W Accessories category on eBay and fit the target

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Film A&)ertisin/ BMW is one of the rominent users of film advertising &here they are combining the ideas of roducing a series of short films and using the %nternet in an advertising cam aign$ BMW assembles a cast of A7list directors and actors, and develo s scri ts &ithin the basic frame&ork of having a central character that hel s eo le through difficult circumstances using deft driving skillsUin a BMW$ ,hus, the car becomes the star$ Ot"er Inno)ati)e mar$etin/ a!ti)ities M# ,olf C'p %nternational organiJed golf tournament across ten cities 0 Rolkata, Bangalore, Dhennai, 2yderabad, Celhi, Dhandigarh, 8une, Mumbai, Ahmedabad and Gurgaon$ %t invited its customers, ros ects and o inion leaders to take art in this tournament and rovided the right mi' for an e'clusive social interaction$ 9ormal &inin/ an& *ine tastin/ e)ents at leading BMW dealershi s across %ndia$ Dommunication of the rich heritage of BMW Eras through asso!iation *it" lea&in/ fas"ion designers and events such as the %ndia Douture Week$ %ndulging customers in lifestyle events such as C'linary #or$s"ops an& Art E0"i+itions at the BMW 6tudi$ T"e M# Art Cars e0"i+ition that &as held at the Lahangir Art Gallery in Mumbai$ Donce tualiJed the M# -t'&io on Lan ath as a venue &here our customers can indulge &ith the brand in an e'clusive environment$ 54%: Pla!ement

(hennai Manufacturing;Assem%ling 8ealers Across the country (ustomers plant

BMW %ndia uses e'clusive distribution strategy &hich involves limiting distribution to a single

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outlet$ 6ince BMW cars are highly riced it re-uires the dealers to lace much detail in its sell$ BMW kno&s that to do&n a roach doesn<t really &ork in such kind of selling$ Also, for deciding location &ithin a city, they select an area &here the buying otential is resent like u coming areas and established areas$ 6o, based on the erceived demand they set u their dealers$ BMW does not have com any o&ned dealershi s, but retail artners$ BMW focuses more on its core values of manufacturing of remium cars and leave the selling to the retail eo le &ho have a local connect$ =ealers"ip in In&ia BMW %ndia is the ioneer in bringing lu'urious dealershi s to %ndia$ BMW %ndia has set a decisive course by setting u BMW dealershi s of international standards across the country$ BMW %ndia has also set very high standards in service -uality and customer care$ BMW kno&s the im ortance of dealershi in sales generation$ ,hatIs &hy they select the dealers based on criteria like: Cealer location ensures that the otential customers get the best of strategic advantages$ ,he ambiance and the customer service should be such that the customer feel &elcome at the car dealers lace$ Build u the re utation and contribute to&ards the gro&th of the com any<s market share$ 6hould act as a catalyst to romote the sales

By end of .A!., BMW %ndia &ill aggressively e' and its dealer net&ork by increasing the number of outlets to ?A across ma;or metro olitan centers and emerging markets in %ndia (from the resent .: outlets)$ Durrently, BMW %ndia is resent at !" cities in the %ndian market= 3e& Celhi, Mumbai,

Gurgaon, %ndore, Dhandigarh, Bangalore, 2yderabad, Dhennai, 8une, Rolkata, Bhumnesh&ar, Ahmadabad, 6urat, Rochi, Doimbatore, Lai ur, (ai ur, Goa, Fudhiana$

55% C, Matri0 an& PLC for M# 9 -eries in In&ia

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,o lot the 8FD for BMW / series, monthly sales of BMW / series &ere used$

BMW
1-. 1.. $um%er unitso# sold 2-. 2.. 1-. 1.. -. . May:.3 May:.0

!eries Mont"ly !ales

6eries 1

May:.9

May:1.

Aug:.3

Aug:.0

Aug:1.

Aug:.9

$ov:.9

$ov:.3

$ov:.0

Fe%:.3

$ov:1.

Fe%:.0

Fe%:.9

Fe%:1.

Fe%:11

May:11

Aug:11

9rom the above curve it can be observed the BMW / series is more or less entering the maturity hase from the gro&th hase$ Based on 8FD &e can lot the BDG matri' for BMW / 6eries$ (elative Market 6hare

2igh

6tars

>uestion Mark

Market Gro&th (ate M# 9 -eries Dash Do&s Fo& 2igh Fo& Cogs

$ov:11

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8A(,7. INTRO=2CTION

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INTRO=2CTION
%t gives me immense leasure to resent you this entire ro;ect$ ,he ro;ect em hasis on SA 6,EC4 ,M MEA6E(E 6A,%69AD,%M3 FE+EF M9 BMW DA( MW3E(6 A3C ,M 6EGGE6, A88(M8(%A,E MEA6E(E ,M E32A3DE ,2E 6AFE6 A, FEDR3MW D%,4T ,he study is undertaken at BMW6 eed Motor&agon vt ltd$ Fuckno& $ ,he ro;ect focuses on measure satisfaction level to&ards the BMW car &ith res ect to enhance sales at Fuckno& city$ Fiterature (evie&: %3C%AI6 leading car manufacturer BMW is all set to launch its much a&aited BMW Ciesel car$,he move is likely to stir the high end com act car segment as &ell as the mid7siJe seaden market to an e'tent$ As in the case of BMW etrol,&hich &as launched in %ndia around the same time as in other arts of the &orld,the com any is launching BMW Ciesel &ithin a fe& months of launching it in Euro e $,he Ciesel engine at resent has a localiJation level of ):$:@,making it more suitable to the %ndian roads$,he eo le are eager to look at change in automobile industry$ ,he BMW has e' onential gro&th in market &ith high com etition,in the BMW you get aircon,&hich Audi is not offered in the >/ and that is big lus$Enabasehedly stylish$&ith a clear sense of muscularity car in a history of BMW$,he auto e' erts say as Even if the BMW had no engine eo le &ould buy it 0

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and thatIs because of its outrageous conce t car looks$As er the resent surveyed concern the result of the sales is higher than the last year$ Dustomer 6atisfaction: Mne of the key re-uirements of customer satisfaction is to amicably solve any customer com laintN roblem$ Mften a roblem &ell solved strengthens the relation further and this ha ens at the ersonal level and also at the organiJational level$ Bond!!! and et$al,identified three different sets of critical 0to7-uality(D,>)9actors that generate Dustomer satisfaction and dissatisfaction: basic, articulated and basic factors may betaken as stated need and the im lied need res ectively$ E'citement factors are -uite different in nature, their absence does not lead to dissatisfaction, but their resence in

roductsNservices generate high levels of satisfaction, they have a tly commented that e'citement factors are the most difficult to identify and they have to be discovered along &ith the customer$ An effective com laint handling rocess hel s identify these factors$ 9irms should use the standard not only for immediate im rovement in customer satisfaction through effective com laint handling rocess but also take strategic advantage by making the system more convenient for the customer to lodge a com laint in order to get better ideas from the customers$ ,his standard is suitable for both big and small organiJation$

6ales 8romotion

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Meaning of 6ales romotion: An activity designed to boost the sales of roducts or service$ %t may include an advertising cam aign, increased ublic relation activity, a free7sam le cam aign, offering free gifts or trading stam s, arranging demonstrations or e'hibitions, setting u com etitions &ith

attractive riJes, tem orary rice reductions, door7to7door calling telemarketing, ersonal letters on the methods$ Dategories of the sales romotion$ : ,he most common sales romotion strategies are to target the audience of romotion such as consumer, trade and sales force$ Donsumer 8romotion ,rade romotion$

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6ales 8romotion 6trategies

8romoting your business is an im ortant art of your daily activities$ After all, if customers are not sho&ing u , then you canWam =XA/"=t make a sale$ ,o romote your business in an effective &ay, consider using the tried and true sales strategies of Wam =-uot=8ushWam =-uot= and Wam =-uot=8ull$Wam =-uot= Whether you use cou ons, givea&ays or incentives for your best sales erson, you &ill see your bottom line increase$ Ads by Google i8ageY Web 2osting Web 2osting, Email W 9ree ComainsK ,rusted by Millions$ &&&$i8age$com 8ush 6ales 6trategy ,he ush sales strategy emanates from manufacturers &ho Wam =-uot= ushWam =-uot= their roduct through the su ly chain to the consumer$ %ncentives are offered that give each middle7

carrier motivation to convince the ne't erson to buy the roduct$ ,raditionally, this techni-ue includes remiums, &holesale discounts and buy7back guarantees$ ,his techni-ue is not only for the big layers &ho vie to get their roduct carried by other retailers$ %f you have a small retail outlet or o&n a service7 roviding com any, you can still benefit from this strategy$ Mffering a bonus to your staff for selling the roduct or service of7the7 &eek is a Wam =-uot= ushWam =-uot= techni-ue$ Give customers a free item for referring a friend to your business$

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8ull 6ales 6trategy ,he Wam =-uot= ullWam =-uot= strategy &orks by getting the end consumer interested in the roduct to create a demand$ When the demand is there, the su retailers ask su ly chain ulls it through, as

liers and distributors, &ho in turn ask the manufacturer about the roduct$ %f

your business has the resources, you can launch a cam aign to get end consumers e'cited about your roducts$ ,elevision, rint and electronic advertising o tions lend themselves to the ull strategy$ (elated (eading: ,he Methodology of 6ales 8romotion Dombining 8ush and 8ull ,o bolster sales, try combining the t&o systems$ 9or instance, offer your customers cou ons, free gifts or a fre-uent customer loyalty incentive to drive traffic to your business$ ,hese activities fall under the Wam =-uot= ullWam =-uot= strategy$ At the same time, offer your sales team an incentive such as a vacation contest, e'tra commission or a better arking s ace for selling a articular roduct or moving a certain volume of merchandise$ ,his falls under the Wam =-uot= ushWam =-uot= strategy$ By combining the t&o methods as art of an overall romotion, you &ill be matching motivated buyers &ith an eager sales team to increase sales gro&th$

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5% A&)ertisin/
What is advertisingQ Advertising is a form of communication designed to ersuade otential customers to choose your roduct or service over that of a com etitor 6uccessful advertising involves making your roducts or services ositively kno&n by that section of the ublic most likely to urchase them$ %t should be a lanned, consistent activity that kee s the name of your business and the benefits of your roducts or services u Why advertiseQ ,he ob;ective of advertising is to increase your rofit by increasing your sales$ Advertising aims to: Make your business and roduct name familiar to the ublic Dreate good&ill and build a favourable image Educate and inform the ublic Mffer s ecific roducts or services Attract customers to find out more about your roduct or service ermost in the mind of the consumer$

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,he rules of advertising

,here are four rules to consider &hen lanning any advertising activity 0 ie: before you re are and book any form of advertising$

Aim 7 What is the rimary ur ose of the advertisementQ %s it to inform, sell, roduce listings or im rove the image of your businessQ ,arget 7 Who is the targetQ 9rom &hich sector of the ublic are you trying to achieve a res onseQ 9or e'am le is it male, female, adult, teenager, child, mother, father etc$ Media 0 Bearing the aim and target in mind, &hich of the media available to you is the most suitable 0 ie: ,+, radio, ress or %nternetQ Dom etitors 0 What are your com etitors doingQ Which media channel do they useQ Are they successfulQ Dan you im rove on their a roach and beat them in com etitionQ Cevelo ing effective advertising Good advertising generally elicits the follo&ing four res onses: Attention 0 %t catches the eye or ear and stands out amid the clutter of com eting advertisements$ %nterest 0 %t arouses interest and delivers sufficient im act in the message or offering$

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Cesire 0 %t creates a desire to learn more or crave o&nershi $

Action 0 %t s urs an action &hich leads to achievement of the adIs original ob;ective 0 ie: it rom ts otential customers to urchase or use your roduct or service$ Making sure your advertisement is legal 6ection :. of the ,rade 8ractices Act (Dth) !")? rohibits misleading or dece tive conduct$ 4ou must consider the advertisement as a &hole and the ordinary meaning of the &ords used$ 4ou must determine if the eo le to &hom the advertisement is directed are likely to be misled or deceived by its content$ 4ou can use humour, cartoons and slogans to make your ad stand out, but be sure theyIre not likely to mislead or deceive your audience$ ,he Australian Dom etition and Donsumer Dommission (ADDD) rovides advertising guidelines in information circulars that are available from the local office of the ADDD, or from &&&$accc$gov$au$ Dommonly used media ,here are many media o tions o en to advertisers$ Which media you use &ill de end on &ho you are trying to reach, &hat you &ant to say and your budget$ Mften a combination of media (the media mi') can be used to good effect$ (emember to kee your branding and message consistent across all media$ ,his includes use of colours, logos, design elements and fonts$ Z 6tationery

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6tationery, &hich includes letterheads, envelo es and business cards, is a means by &hich your business image or Sname identificationT is ro;ected$ Good -uality stationery, used &ith care and attention and &ith a high standard of resentation, is an everyday means of resenting your business image$

Z Windo& dis lay or office front ,he e'ternal resentation of your business office or sho is one of the rinci al &ays of establishing your business image$ An attractive, &ell maintained e'terior &ith clear, bold sign &riting is an essential start$ Windo&s should be bright, attractively resented, scru ulously clean and &ell lit at night$ ,he dis lay should be arranged neatly and aimed at ro;ecting an attractive com any image and roviding a reason to buy your roducts or services$ Above all it should have sufficient im act to attract attention$ Z 8ress advertising ,his is a commonly used form of general advertising and includes advertising in all ress such as ne&s a ers, magaJines and ;ournals$ 8ress advertising is suitable for image building, information dissemination and sales cam aigns$ %t is also a very affordable o tion for small businesses$ Z (adio (adio is considered by many advertisers as an ideal medium due to its ability to reach s ecific target grou s e$g$ teenagers, racing follo&ers or grocery buyers$ (adio advertising covers s ot adverts (usually !: or /A second), romotions or talkbackNCL discussions$ Most radio stations

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offer ackages &hich include roduction and e'tension of your radio cam aign through their &ebsites$

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Z ,elevision ,elevision is a o&erful advertising medium because it creates im act through sight, sound and movement ho&ever the cost of roducing the advertisement and rocuring sufficient air time to allo& the cam aign to &ork often makes it rohibitive for small business$ Z Cirect mail ,his is a broad category covering direct communication &ith the consumer through email, ost or fa'$ %t can include ne&sletters, catalogues and letters$ %f you lan to use email, be sure to com ly &ith national anti768AM legislation &hich makes it illegal to send unsolicited commercial electronic messages$ +isit the Australian Dommunications and Media Authority &ebsite for more details 7 &&&$acma$gov$au$ Z Mutdoor ,his is any ty e of advertising &hich is done outdoors, including static advertising such as billboards, backs of street benches and bus shelters or mobile advertising dis layed on buses, trains, ta'is or to&ed signage$ Z Ambient (efers to any form of advertising that occurs in a non7standard medium outside the home, and usually &here your consumers are likely to be$ %tIs limited only by your imagination and includes things like advertising on the back of sho ing recei ts or toilet doors at the cinema, lacing

branded coasters at the local ub, ro;ecting onto buildings, advertising inside lifts or distributing branded cu s$

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Z Dinema 4ou can urchase cinema advertising by individual cinemas or screens for a set amount of screenings or SrunsT$ Most roviders offer ackages &hich include roduction and screening of your advertisement Z 8oint of 6ale Advertising at the oint &here the consumer makes a urchase decision eg: floor stickers, in7 store digital advertising, sho about your roduct in store$ Z Mnline ,he o tions for online advertising continue to gro& ra idly$ ,hey include advertising on your &ebsite, advertising on other &ebsites, creating links to your &ebsite from other &ebsites, ublishing blogs, offering online roduct games, social net&orks and forums$ Z Cirectory listings Many consumers use business directories to find a su lier$ Cirectories include the yello& or ing trolley signage, shelf or counter osters or laying intervie&s

&hite ages, union directories, trade directories or local business directories$ Evaluating the effectiveness of your advertising 9amous American de artment store merchant Lohn Wanamaker (!*/*7!"..) &as attributed as saying S2alf the money % s end on advertising is &asted 0 the trouble is % donIt kno& &hich

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half$T ,his -uote is often still true today as many businesses do not evaluate the effectiveness of their advertising$ Evaluating effectiveness can be as sim le as staff asking every ne& customer S2o& did you hear about usQT or asking every customer that res onds to an advertised s ecial S&here did you see or hear our advertisementQT Whatever method you use, it is absolutely critical in getting to value for your advertising dollar by finding out &hich media &orks and &hich doesn<t$ .$ 6elling What is sellingQ 8ut sim ly, selling is the e'change of goods or services for an agreed sum of money$ Ce ending on the circumstances, a sales transaction can include one, some or all of the follo&ing stages$ 8ros ecting and -ualifying 0 identifying -ualified ros ects ie: those that are likely to &ant or need your roduct or service and can afford to ay for it$ 8re7a roach 0 undertaking research about ros ects to assist in the actual selling rocess$ A roach 0 making actual contact &ith the ros ect in erson, by hone or in &riting$

8resentation and demonstration 0 resenting and demonstrating the features and benefits of your roduct or service in order to convince the ros ect that their &ant or need can be satisfied$

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2andling ob;ections 0 demonstrating the roduct or service value to overcome real or erceived ob;ections or misunderstandings that are im eding the urchase decision$

Dlosing 0 bringing the selling rocess to a successful conclusion by either asking for the order or res onding to a ositive decision from the ros ect$ 9ollo&7u 0 roactive or reactive contact &ith the urchaser to establish their satisfaction level and to address any roblems that may e'ist$ %n lanning the selling element of your marketing strategy you &ill need to consider the follo&ing: ,he siJe and structure of your sales team (ecruiting, training, motivating and evaluating individuals and the team as a &hole ,he remuneration structure ,he locationNterritory to be serviced Management and communication systems 6elling is a articularly im ortant element if you are marketing services because the urchaser of a rofessional service is in fact buying the ca abilities of the seller$ 6o he or she &ould be closely evaluating the behaviour and characteristics of your sales erson, your business, its re utation, facilities and a earance$

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/$ 6ales 8romotion What is sales romotionQ 6ales romotion relates to short term incentives or activities that encourage the urchase or sale of a roduct or service$ 6ales romotions initiatives are often referred to as Sbelo& the lineT activities$ What are the ma;or sales romotion activitiesQ 6ales romotion activities can be targeted to&ard final buyers (consumer romotions), business customers (business romotions), retailers and &holesalers (trade romotions) and members of the sales force (sales force romotions)$ 2ere are some ty ical sales romotion activities: Donsumer romotions

8oint of urchase dis lay material %n7store demonstrations, sam lings and celebrity a earances Dom etitions, cou ons, s&ee stakes and games Mn7 ack offers, multi7 acks and bonuses Foyalty re&ard rograms Business romotions

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6eminars and &orksho s Donference resentations ,rade sho& dis lays ,elemarketing and direct mail cam aigns 3e&sletters Event s onsorshi Da ability documents ,rade romotions

(e&ard incentives linked to urchases or sales (eseller staff incentives Dom etitions Dor orate entertainment Bonus stock

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6ales 9orce 8romotions

Dommissions 6ales com etitions &ith riJes or a&ards Back to to

?$ 8ublic (elations

What is ublic relationsQ

,he 8ublic (elations %nstitute of Australia (8(%A) defines 8ublic (elations (8() as: S,he deliberate, lanned and sustained effort to establish and maintain mutual understanding bet&een an organisation (or individual) and its (or their) ublicsT$

8ut more sim ly, ublic relations is about building good relations &ith the stakeholders ( ublic) of your business by obtaining favourable ublicity, building a good cor orate image and handling or heading off unfavourable rumours, stories and events$

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By building good relationshi s &ith your stakeholders, articularly customers, you can generate ositive &ord of mouth and referrals from satisfied customers$

Who is a stakeholderQ

6takeholders are the various grou s in a society &hich can influence or ressure your businessIs decision making and have an im act on its marketing erformance$ ,hese grou s include:

DlientsNcustomers 6taff 6hareholders 6trategic artners Media

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Government Focal community 9inancial institutions Dommunity grou s M erationally, stakeholders really refer to those grou s that your business is or should be, communicating &ith$

What are the main ublic relations toolsQ

,y ical 8( tools include:

3e&s creation and distribution (media releases) 6 ecial events such as ne&s conferences, grand o enings and roduct launches 6 eeches and resentations Educational rograms Annual re orts, brochures, ne&sletters, magaJines and A+ resentations

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Dommunity activities and s onsorshi s What are the key ste s in im lementing ublic relationsQ

%m lementing effective ublic relations activities re-uires careful lanning$ ,he three ma;or ste s are outlined belo&

6etting the ob;ectives 0 &hat is it you &ant to achieve and &ho do you &ant to reachQ %s it to create a&areness of a ne& roduct or service to your e'isting clients, to overcome community misconce tions about your business or to create a ositive im ression &ith your bank managerQ

Ceciding on the message and the vehicle 0 &hat is the ma;or thing you &ant to communicate and &hat ublic relations tools &ill you use to get the message to its targetQ

Evaluating the results 0 did you achieve the desired result and did it lead to a ositive outcomeQ

Many small businesses do not devote enough attention to ublic relations in their romotional mi' but done ro erly, it can be a o&erful and cost effective business develo ment and marketing tool$

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6,A,EME3, M9 ,2E 8(MBFEM

%n %ndian car industry, small car segments have layed a very crucial and significant role due to its economy, efficiency and effectiveness$ Cue to invasion of foreign cars into %ndian markets, the ace of com etition has hiked$ ,his study &ill rovide solutions to the roblems of the management to kno& the satisfaction level of the BMW car o&ners$ And the reason for referring or not customers$ ,hus kee ing these oints in mind, a fe& ob;ectives &ere set such as satisfaction level of BMW car and &ith res ect to services of the 6 eed Motor&agen 8vt$ Ftd$ ,he references to&ards articular car and services or articular facility, the effectiveness of the introduced services, causes for dissatisfaction are some ob;ectives of this study$ referring the 6 eed Motor&agen 8vt$ Ftd$ services, by the BMW car

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P2RPO-E OF -T2=Y ,he main ur ose of the study is to kno& the SA 6tudy to Measure the 6atisfaction level of BMW car M&ners and to 6uggest a ro riate measure to enhance the 6ales at Fuckno& DityT ,his study &ill rovide solutions to the management by understanding feedback from articular car users$ ,he organiJation should lend the services in such a manner &hich &ill satisfy their customer in other &ards the Dustomer satisfaction lay im ortant role in the success of any organiJation

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-COPE OF THE -T2=Y

,he study &ill rovide the solutions to the management by understanding customer feedback, and the level of satisfaction to&ards the service rovided by the management or organiJation$ ,hrough this study the management &ill kno&

,o study the reason &hy eo le o t four7&heeler ,o kno& the features considered by the customers &hile urchasing a BMW car$ ,o kno& the satisfaction level of BMW car o&ners ,o kno& the reason for referred only BMW car ,o suggest a ro riate measure to enhance its sale at Fuckno& city

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O 7ECTI.E- OF THE -T2=Y

!$ ,o kno& the satisfaction level of BMW car through various measures$ .$ ,o understand com etitive advantage to&ards other car segments /$ ,o find o inions of res ondents as regards to their state of level of satisfaction &$r$t BMW car$ ?$ ,o understand the facilities Nservice e' ected by customers from Cealer$ :$ ,o suggest a ro riate measure to enhance the sales of BMW car

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RELE.ANT HYPOTHE-IZ -TATI-TICAL TE-T: ,he statistical rocedure to dra& an a ro riate conclusion from sam le data about a o ulation arameter$ Z Z HYPOTHE-I-: Any statement concerning an unkno&n o ulation arameter$ Aim of a statisti!al test: ,est an hy othesis concerning the values of one or more o ulation arameters$ ,48E6 M9 248M,2E6%6 Z N2LL HYPOTHE-I-?H4 states that a treatment has no effect or there is no change com ared &ith the revious situation$ ,he arameter is e-ual to a single value$ Z ALTERNATI.E HYPOTHE-I-?HA states that a treatment has a significant effect or there is develo ment com ared &ith the revious situation$ ,he arameter can be greater than or less than or different than the value sho&n in 2A$

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RE-EARCH METHO=OLO,Y

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(E6EA(D2 ME,2MCMFMG4 Cata for this study &as collected by means of a 6urvey conducted in Fuckno& city$ ,he >uestionnaire (sho&n in Anne'ure) &as used Mainly to test the model Attitude to&ards online soft&are sho as Cescri tive$ Fikert five ro osed for

ing$ ,he ty e of research &as both e' loratory as &ell

oint scales ranging from 6trongly Agree to strongly disagree

&as used as a basis of >uestions$ We took around eleven different factors by studying the e'isting models of consumer attitudes that lay an im ortant role in online soft&are urchase, and then ro osed a model leading to online soft&are sho ing$ ,his model &as

then tested in our research by the ercentage analysis in ms7 e'cel$ (esearch Cesign When collecting data to a roach the ur ose of a research there are t&o &ays in &hich the data can be collected$ %n order to ac-uire a General kno&ledge about the to ic, secondary data is rimarily used and is one of the &ays by &hich data can be collected$ ,he second &ay to collect data is the rimary data collection$ Esually &hen a study is conducted, secondary data is not sufficient enough and needs to be com leted &ith research$ Cescri tive (esearch Method We &ill conduct our research in order to collect rimary data and reach the ob;ective of the Cissertation$ We &ill also be discussing &hich different ty es of Methodologies that &ere used$ 6ince our research is of descri tive character our rimary intention &as to collect rimary data and analyJe it$ By doing so &e found the factors 8rice, ,rust and Donvenience$ We then rimary data &hich is collected by the

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collected rimary data through a survey$ ,he main ur ose of the survey &as to collect data about Mnline soft&are Donsumer Behavior and the significance of the established factors, 8rice, ,rust, and Donvenience %n order to be able to find and establish Mnline soft&are Donsumer 6egments, Donsumer ,raits and Mnline soft&are Behavior had to be identified$$ 6am le Cesign ,he factors that &e intended to e'amine can be a lied to and investigated at any o ulation that uses the %nternet and buys online soft&are roducts Mnline soft&are$ 6ince there are time and resource restraints, a s ecific 8o ulation had to be identified in order to generaliJe and create relevant segments$ We decided that the sam le siJe should contain over .AA res ondents and &e collected ans&ers from .AA res ondents$ ,he o ulations for this research are rofessionals W students at Fuckno& city$ ,he city &as chosen on a convenience basis$ Donvenience sam ling involves using sam les that are the easiest to obtain and is continued until the sam ling siJe that is need is reached$ We &ill attem t to collect as many res ondents as ossible but since &e &ill be

studying students W rofessionals &e assume that there &ill be little variation in the o ulation making it more a roved to generaliJe the res onse rates$ ,he sam le siJe &as !AA$ CA,A DMFFED,%M3 ME,2MC i) 8(%MA(4 !) Cirect 8ersonal %ntervie& .) %ndirect 8ersonal %ntervie&

93

/) %nformation from res ondents ii) 6EDM3CA(4 a) 8ublished sources !) Govt$ 8ublication .) (e ort Dommittees and Dommissions /) 8rivate 8ublication ?) (esearch institutions :) En ublished resources 8(%MA(4 CA,A 8rimary data are those &hich are collected for the first time and are thus original in characters$ 8rimary data are in the sha e of ra& material to &hich statistical methods are a lied for the ur ose of analysis and inter retation$ After statistical treatment the rimary data loss their original sha e and become secondary data$ 6EDM3CA(4 CA,A 6econdary data are those &hich have already been collected by some other ersons and &hich have assed through the statistical machine at least once$ 6econdary data are usually in the sha e of finished roducts since they have been treated statistically in some form or the other$ >EE6,%M33A%(E6: ,here are four ty es of -uestionnaires:7 !) Cisguised structured .) Cisguised non7 structured

93

/) Endisguised structured ?) Endisguised non structured 6AM8F%3G ME,2MC %n statistics, the term o ulation or universe means any finite or infinite collection of individuals and sam ling means a art of o ulation or a subset from a set of units &hich is rovided by some rocess or other usually by deliberate selection &ith the ob;ect of investigating the rocess or set$ Broadly s eaking sam ling method can be divided into t&o arts !) 8robability sam ling: %t is a method of sam ling in &hich the robability of unit being selected is kno&n$ %t can be categoriJed under follo&ing subty es a) 6im le (andom 6am ling b) 6tratified (andom 6am ling c) 6ystematic 6am ling d) Dluster 6am ling .) 3on7 8robability sam ling: %t is method of sam ling in &hich the robability of a unit being selected is not kno&n$ %t can be categoriJed under follo&ing sub ty es: a) >uota 6am ling b) Ludgment 6am ling c) Donvenience 6am ling d) 6no& Ball 6am ling

93

Researc" Met"odolo&y

&esearch type 8ata 6ources &esearch approach &esearch instrument 4ype of >uestions 4ype of >uestions &esearch ?nit (ontact method < < < < < <

<

8escriptive &esearch Primary 8ata 6econdary 8ata Personal 7ntervie# =uestionnaire 6tructured (lose:)nded =uestions < @?(A$*"

Personal

LIMITATION OF THE -T2=Y

93

Money &as the greatest limitations in carrying out the surveys$ ,he sam ling &as of convenience sam ling, &here the error could be of the highest level$

,he sam le siJe &as !AA &hich can not re resent the taste of a large no$ of o ulation$

,he ans&er given by the res ondents believe as true statement$ ,he res ondents in many cases &ere hesitant to give e'act information$ 6ome facts cannot be re resented in statistical form &hich is also a dra&back$ 6ome -uestions &ere of sub;ective nature and could not be included in the inter retation$

93

PART-9
=ATA ANALY-I- AN= IT- INTERPRETATION

93

A3AF46%6 A3C %3,E(8(E,A,%M3 >!$ Why did you o t for a four7&heelerQ 9re-uency +alid 3eed Domfort 6tatus 6tylish ,otal /! !! ?* !A !AA 8ercent /!$A !!$A ?*$A !A$A !AA$A

60

50

40

30

20

Percent

10

0 Need Comf ort Status Stylish

%nter retation: ,he above gra h reveals that ?*@ of the res ondents o t four &heeler for status,/!@ of res ondents for the need on the regular bases,!!@ of the res ondents o t for comfort of service, and !A@ of the res ondents o t four &heeler for the style $ ,he ma;ority of res ondents are o t BMWcar for their status and need for regular bases$

93

>.$2o& did you get to kno& about BMWcar 9re-uency +alid ,+ Ads E'isting customers MagaJines 9riends %nternet ,otal
40

8ercent //$A .!$A .?$A !.$A !A$A !AA$A

// .! .? !. !A !AA

30

20

10

Percent

0 $%&#'ds Maga ines !"isting#customers Friends Internet

%nter retation: 9rom the above gra h sho&s that //@ of the res ondents came to kno& of BMWcar through ,+ ads,.?@ of the res ondents through magaJines,.!@ of the res ondents through the e'isting customers and !.@ of res ondents from friends,!A@ of res ondents through internet$ ,he above gra h e' lained that ma;ority of res ondents are ,+ ads and MagaJines$

93

>/$Why did you referred only BMWcar 9re-uency +alid Mileage Aesthetics 6afety 9eature Fu'uries ,otal # ?# !* /A !AA 8ercent #$A ?#$A !*$A /A$A !AA$A

50

40

30

20

10

Percent

0 Mileage 'esthetics Safety#Feature (u"uries

93

%nter retation: 9rom the above gra h reveals that ?#@ of the res ondents refer for Aesthetics, /A@ of the res ondents refer for conscious lu'uries, !*@ of the res ondents for safety features and #@ of res ondents refer BMWcat for mileage$ ,he above gra h states that the customers are eager to buying car BMWcar through various attributes of car$

93

>?$6tate the level of satisfaction of BMWcar service rovided by 68EEC MM,M(WAGM3 8+,$ F,C$ 9re-uency +alid Dom lete 6atisfied 6atisfied 3either 6atisfied Cissatisfied ,otal
60

8ercent ?*$A /:$A "$A *$A !AA$A

?* /: " * !AA

50

40

30

20

Percent

10

0 Com*lete#Satisf ied Satisf ied Neither#Satisf ied )issatisf ied

93

%nter retation: ,he above gra h is e' laining about the satisfaction level to&ards 6M8F service, ?*@ of the res ondents are having the o inion that they are satisfactory level,/:@ of the res ondents surveyed are having the o inion that they are satisfied,"@ of the res ondents surveyed are having the o inion that neither satisfied or nor

dissatisfied and *@ of the res ondents are having o inion that they are not satisfied$ ,he ma;ority of the res ondents are satisfied &ith the services and the satisfaction level can be increased gro&th economically$

93

>:$8lease rank the follo&ing features in the order of riority &hile making a buying decision for a four &heeler 9re-uency +alid Aesthetic 8rice Mileage Maintena nce ,otal
50

8ercent /"$A .!$A .!$A !"$A

/" .! .! !"

!AA

!AA$A

40

30

20

Percent

10

0 'esthetic Price Mileage Maintenance

%nter retation: ,he above gra h reveals that the rank &ise

ercentage of customer

reference measures attributes of cars$/"@ of the res ondents are ranked for Aesthetic,.!@ of the res ondents for the rice of car,.!@ of the res ondents ranked for

93

mileage and !"@ of the res ondents ranked for maintenance$ ,he above states that the ma;ority of res ondents are aesthetic, rice and mileage of BMWcar$

93

>#$Which of the follo&ing facilitiesN6ervices do you e' ect from Cealer 9re-uency +alid >uick 6ervice %nformative 6alesman 8rom t Ciscount on s ares 9inance 9acilities ,otal
50

8ercent ?/$A /!$A .!$A :$A !AA$A

?/ /! .! : !AA

40

30

20

Percent

10

0 +uic,#Ser&ice Prom*t#)iscount#on#s Finance#Facilities Informati&e#Salesman

93

%nter retation: ,he above gra h is e' lained the facilities e' ected by customers at the time of buying a four &heeler car$?/@ of the res ondents referred for the -uick service, /!@ of the res ondents refer and need the facility of informative salesman, .!@ of the res ondents refer facility of rom t discount on sales and :@ of res ondents refer facility of finance facilities$ ,he ma;ority of the res ondents are for -uick services and informative salesman$

93

>)$2o& do rate the follo&ing in the BMWcar

9re-uency +alid 8rice 6tyle Maintenance 9uel efficiency ,otal

60

8ercent :#$A .*$A "$A )$A !AA$A

:# .* " ) !AA

50

40

30

20

Percent

10

0 Price Style Maintenance Fuel#ef f icency

%nter retation: ,he above gra h reveals that the rate given by the res ondents to their cars$:#@ of the res ondents rated for rice, .*@ of the res ondents rated for style and features of cars,"@ for the maintenance and )@ of the res ondents rated for fuel efficiency$ ,he above states that the M&ners of BMWcar are very stylish and offered for

93

ne& change according to lifestyle changes$

93

>*$%f you &ere to buy a ne& car &hich means of 9inance &ould you 8refer

9re-uency +alid Bank Foan Dar Foan ,otal #) // !AA

8ercent #)$A //$A !AA$A

.0

60

50

40

30

20

Percent

10

0 -an,#(oan Car#(oan

93

%nter retation: 9rom the above gra h e' lained that #)@ of the res ondents referred for Bank Foan, //@ of the res ondents referred Bank Foan as means on finance of car Foan$ ,he ma;ority of res ondents states that they referred Foan &hile buying a ne& car$

93

>"$BMWDar has been created resurrecting brands in the market 9re-uency +alid 6trongly agree Agree ,otal ?# !AA ?#$A !AA$A :? 8ercent :?$A

60

50

40

30

20

Percent

10

0 Strongly#agree 'gree

%nter retation: 9rom the above gra h &e come to kno& that :?@ of the res ondents strongly agree and ?#@ of the res ondents agreed to say that BMWcar resurrecting brand image in the market$ ,he above states that the economic level of BMWcar is e' onential gro&th in the market$

93

)$ Which bank do you refer in getting financial hel &hile urchasing a Fu'ury carQ (A) BALAL AFF%A3H (B) 2C9D (D) 6B% (C) Mthers 3ame of the bank BALAL AFF%A3H 2C9D 6B% M,2E(6 ,otal ,able$ 3o$) 3o$ of customers .! # .A / !AA@

9ig$no$) Most of the customers refer BALAL AFF%A3H and 6B% banks for taking financial hel &hile urchasing a lu'ury car$ Dustomers are asking for min interest on financial hel banks$ rovided by the

*$ Which ty e of finance do you referQ (A) %n house finance (B) Mut house finance (D) 3o difference bet&een the t&o

93

,y e of finance %n house finance Mut house finance 3o difference bet&een the t&o ,otal ,able 3o$*

3o$ of customers #A .? !# !AA

$o'o# customers

16B
7n house finance

22B

6.B

*ut house finance $o difference %et#een the t#o

9ig 3o$ * %nter retation: %t has been observe that most of the customers refer house finance hel &hile urchasing a lu'ury car$

93

FIN=IN,-

93

9%3C%3G6

!$ According to survey it is found that ?*@ of res ondents o t four &heeler for the status, as the first most crucial feature considered &hile urchasing a car,and/!@ of the

res ondents 3eed is considered as the second considerable feature and!!@ for the comfort of service and !A@ of the res ondents o t for stylish$

.$ %t is found that //@ of the res ondents came to kno& about the BMW car through ,$+ advertisements and .?@ of the res ondents came to kno& about the car through magaJines, .!@ of the res ondents came to kno& through e'isting customers and !.@ of the res ondents through friends, only !A@ of the res ondents came to kno& through internet$

/$ %t is found that ?#@ of the res ondents referred only BMW for Aesthetics,/A@ of the res ondents referred for lu'urious and !*@ for the safety features and very fe& for #@ for the mileage$

?$ %t is found from the survey that ?*@ of the res ondents are satisfactory by 6M8F 6ervices, /:@ of the res ondents are having o inion satisfied, "@ for neither satisfied nor dissatisfied and only *@ of the res ondents are dissatisfied$

93

:$ Among the res ondents surveyed, ,hirty7nine (/"@) of the res ondents referred for the Aesthetics of a car$ ,&enty one (.!@) of the res ondents referred for the com etitive rice of a car$ 3ineteen (!"@) of the res ondents referred for the maintenance and comfort$ ,he ma;ority of the res ondents are referred for the Aesthetics and 8rice$

#$ %t is found that ?/@ of the res ondent refer >uick service as the most referred facilities[services e' ected from the dealer and the ne't referred facilitiesNservices is /!@ of the res ondents refer for informative salesman and .!@ of the res ondents refer for rom t discount$

)$ %t is found that #)@ of the res ondent refer for Bank loan as the most referred means of finance$ And //@ of the res ondents refer for finance means car Foans$

*$ %t is found from the survey that :?@ of the res ondents are strongly agree that BMW car created resurrecting brands in the market and ?#@ of o&ners of BMW car are also agreed to say that created resurrecting brands in com etitive gro&th$$ rice &ith e' onential

93

DM3DFE6%M36

93

DM3DFE6%M36

Fuckno& although a small city, is d&elled by middle and higher7class eo le in ma;ority$ ,hus the market for four7&heeler has never been a dearth here$ But of all the varieties of cars available here but most of customer referred only small cars$

Dustomers in this area need to change into their lifestyle$ ,his has fostered the entry of ne& variety of 6mall cars available nation&ide to flourish in this market$ ,his has enhanced the com etition in car market but BMW &ith stood this com etition by rating in the market share to be highest by launching ne& BMW Dar in %ndian Market$

,he results of the survey conducted sho&ed that customers are eager to urchase a BMW branded cars$ 6o the buying behavior of customers that most of the customers urchase a car based on Mileage follo&ed by rice and maintenance of car$ 9inally % &ould conclude that BMW is more eyecatching$more refined and more Eser friendly$ %t is &hole lot of en;oyable to drive than anything else in the com act car category$

93

6EGGE6,%M36

93

6EGGE6,%M36

!$ According to surveyed res ondents found that Mileage, 8rice, 6tyle and the Domfort are the most sought after features one looks at, &hile buying a car$ on the higher side is the fuel efficiency, the s are arts availability and maintenance costs are other features, Which one should look into buying a car, 6o manufacturer has to consider these as ects to attract and retain customers to&ards brand of com any$ .$ ?/@ of the res ondents referred for -uick facilities or services from the Cealer, so need to rovide -uick and fast services to customers and /!@ of the res ondents referred for

informative sales man there is need for informative sales man for accurate information about cars$.!@ of the res ondents referred for discounts so Cealer should rovide it rom tly to its customers after sales$ /$ Dom any should need to rovide most effective service to its customers through develo ing their o&n ne& strategies and im rovements $ ?$ Mnline sales romotion have been booming in recent years due to the over 0&helming

o ularity of internet, 6o com any should inculcate this romotional activity for increasing sale of BMW cars that &ill create e' onential gro&th in market$ :$ Most of Dustomers referred for Bank Foan facilities rather than 9inancial institutions, so the com any should rovide facility, &here (#)@) of the customers referred for Bank loan and //@ of the customers referred for financial institutions$ so com any should give information $

regarding loan concerned$

93

# Ciscount on accessories and 6 are arts act as influencing factor for urchasing decision$ 6o Cealer can give a ro riate discounts on s ares and accessories after sales$

93

PART-:
B%BF%MG(A824

93

B%BF%MG(A824 BMMR6 : (E6EA(D2 ME,2MCMFMG4 0 D$($ RM,2A(%, 8AGE *:, .A!.$

WEB (E9E(E3DE :

&&&$google$com &&&$en$&iki edia$org &&&$consumermarket$com

MAGAH%3E6 A3C LME(3AF6 ,lo+al CEO : MagaJines

Corporate to&ay

: MagaJines

Auto magaJines

93

>EE6,%M33A%(E % am leased to introduce myself as MBA student of Ambalika %nstitute of Management and ,echnology, Fuckno& $As a Fuckno& city$ !$ 3ame and Address art of curriculum % have undertaken study to measure the satisfaction level of BMW car o&ners and to suggest a ro riate measure to enhance the sales at

Dontact 3o:

.$What is your occu ationQ E'ecutive Govt Em loyee

6ales erson rofessional

6elf em loyed

6tudent

Any other s ecify

/$ Why did you o t for a four7&heeler

a$ 3eed

b$ com ort

c$ 6tatus

d$ 6tylish

Any other s ecify

93

?$ 2o& did you get to kno& about BMW car

a ,$+ Ads c$ MagaJines e$ %nternet

b$ e'isting customers d$ 9riends f$ Any other 6 ecify

:$Why did you referred only BMW car

a$ Mileage c$ 6afety features e Any other s ecify

b$ Aesthetics d$ Fu'uries

#$6tate the level of satisfaction of BMW car service rovided by 6M8F a$ Dom lete satisfied c$ 3either satisfied e 6ome &hat satisfied b$ 6atisfied d$ Cissatisfied f$ Dom lete dissatisfied

)$8lease rank the follo&ing features in the order of riority &hile making a buying decision for a four &heeler (! for the most referred and * for least reference$ !$ AestheticNFook .$ 8rice /$ Mileage ?$ Maintenance :$ 6afety features #$ 6 ace )$ Dom any service com ort

93

*$Which of the follo&ing facilities Nservices do you e' ect from dealer

a$ >uick service c$ 8rom t discount on e$ Accessories

b$ %nformative salesman d$ 9inance facilities

Ciscount on s ares 2ome Celivery

Foan counter +alidity of s ares

"$What are the attributes of your car BMW car

8rice: 6tyle Maintenance 9uel efficiency

very e' ensive +ery style +ery easy E'cellent

E' ensive 6tyle Easy Good

(easonable 8lain Cifficult 8oor

!A$%f you &ere to buy a ne& car &hich means of finance &ould you refer a$ Bank Foan c$ Dash ayment Any other s ecify b$ Dar Foan e$ Em loyee Foan

93

!!$BMW car has been created resurrecting brands in the market a$ 6trongly agree c$ 3either agrees b$ Cisagree d$ 6trongly Cisagree

!.$ Which bank do you refer in getting financial hel &hile urchasing a lu'ury carQ a) BALAL AFF%A3H c) 6B% d) others b) 2C9D

!/$ Which ty e of finance do you referQ a) %n house finance c) 3o difference bet&een the t&o !?$8lease 6hare your e' erience &ith BMW car \\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\ \\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\ \\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\ \\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\ \\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\ \\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\ b) Mut house finance

,2A3R 4ME

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