WINTER INTERNSHIP

REPORT

Advertising and Digital Marketing Strategies of Miracle Motors

done at

Miracle Motors Co. Ltd

Uganda

by

Pagatikaluva Dinesh Krishna

DM18C54

under the guidance of

Mr.Vijay Ravinath

CEO
Winter Internship Report, Pune Institute of Business Management, Pune

ACKNOWLEDGMENT

I am using this opportunity to express my gratitude to everyone who supported me

throughout this winter internship project. I am thankful for their aspiring guidance
and friendly advice during the project work. I am grateful for them for sharing their
knowledge and wisdom with me regarding many issues during the project.

I express my warm thanks to my external mentor Mr. Vijay Ravinath, from Miracle
Motors Co. Ltd, and all the people from the company who provided me with all kind
of facilities being required and conductive condition for the fulfilment of the project.

I also want to thank my internal mentor Mr. Mahendra More, for guiding me with
all types of support and information that is needed to complete my project.

Thank you,

Pagatikaluva Dinesh Krishna.

2
Winter Internship Report, Pune Institute of Business Management, Pune

COMPANY CERTIFICATE

3
Winter Internship Report, Pune Institute of Business Management, Pune

Contents
ACKNOWLEDGMENT ............................................................................................................................... 2
COMPANY CERTIFICATE ........................................................................................................................ 3
1. PROJECT SYNOPSIS ............................................................................................................................. 5
2. ABOUT THE SECTOR ............................................................................................................................ 6
3. ABOUT THE COMPANY & DEPARTMENT ........................................................................................ 9
4. INTERNSHIP SUMMARY ................................................................................................................... 14
5. PROJECT DESCRIPTION ................................................................................................................... 15
6. LEARNING/ FINDING ......................................................................................................................... 22
7. SUGGESTION (IF ANY)....................................................................................................................... 25
8. REFERENCES ...................................................................................................................................... 26

4
Winter Internship Report, Pune Institute of Business Management, Pune

1. PROJECT SYNOPSIS
Project Title Advertising and Digital Marketing Strategies of
Miracle Motors.
Company Name Miracle Motors Co. Ltd

Student Name Pagatikaluva Dinesh Krishna

Student Roll No DM18C54

Project Guide Name Mr. Vijay Ravinath

Project Guide Designation CEO

Confidential Report (Yes/No) NO

Duration of project 3 Months

Miracle Motors Company Limited are the authorized distributors of Mahindra Two Wheelers
since 2014. They also do authorize service of Mahindra two wheelers and sell spares. They
import bikes as semi knockdown parts from Pune, India. All those parts get assembled in the
Complete Knockdown section here in Kampala, Uganda.
It has four different departments Showroom, Service, Spares and Knockdown. I got assigned
here as the Marketing In charge for three months responsible for all the activities that we do to
promote the company like Advertisements in News Papers, Radio and Television. I also organize
the radio talk shows, Campaigns and Social Media pages.
Key tasks of mine over here in Miracle motors are to meet with different clients of advertisement
and marketing sector and arrange meetings with them to get some good deals to promote our
company and close the deals. I design all the leaflets, broachers, business cards and all the things
required for doing promotional activities and give orders to dealers.
Apart from this my tasks are to manage all the marketing teams in terms of tracking their
marketing activities, their daily moments and allocating the budgets for their daily travel and
airtime. I maintain all the records of marketing team budget and make sure they didn’t exceed
the allocated budget. By the expenditure of previous month I prepare a new budget and the tasks
need to be done for the next month.
I also look after the digital marketing, like creating and redesigning the company’s website. Look
after the social media pages like Facebook, Instagram, Twitter and Likedin. I keep on updating
them daily to increase the followers and promote the companies offers and products digitally.

5
Winter Internship Report, Pune Institute of Business Management, Pune

2. ABOUT THE SECTOR

Automobile : Two Wheeler

Introduction
Ugandan Two Wheeler market is the second largest sector of the country in terms of revenue after
agriculture. The two wheeler market in Uganda has a prominent role as most of the people are earning
their revenue by this two wheeler boda service. Because of the high traffic of 4 wheelers and having
roads constructed on hilly regions they use two wheelers as their key transport system to travel from
one place to another place. Being the developing country it doesn’t have any two wheeler
manufacturing units and so most of the two wheelers here are imported from various countries like
India, China and Japan.
Market Size
Ugandan Two Wheeler market is a differentiated market from other countries as it is having mainly the
imported market. Most of the bikes here are imported from India. It is the third largest importer of bikes
from India. Key two wheelers that are operating here are Bajaj, Honda, TVS, Yamaha and Mahindra.
Among all the others Bajaj is having 92% of the market share which is most by any other company.
One of the reports named The African Macro Stated that Uganda Spent Approximately Shs 80 billion (31
million USD) in the motorcycle imports in 2017. The report authored by Standard Bank analyst Simon
Freemantle and economist Jeremy Stevens indicates that motorcycles have become a key ingredient for
both urban and rural transport across some of Africa’s fast-growing economies.
According to the KCCA report of two wheelers that are sold in a year are around 75,000 motorcycles.
Among them Bajaj holds 90% of the market share and rest of the companies holds the rest 10%. Much
of the Bajaj market share is of one bike that is Bajaj- Boxer- BM100.

Market Share(%)
2
3 2
3 Bajaj
TVS
Yamaha
Mahindra
Others

90

6
Winter Internship Report, Pune Institute of Business Management, Pune

Market Segmentation:
Two wheeler market in Uganda is segmented into Motorcycles, Scooters and Mopeds. As most of the
transportation is by two wheelers, market is mainly of motorcycles. Hence they cover 97% of the
market, 2 % of the market is of mopeds and 1 % is by scooters.
All the bike companies working here in Uganda are Distributors of various brands. Key companies are
1) Verma company Limited : Bajaj distributor
2) Yuvaraj Motors : TVS
3) Dura Motors Ltd : Yamaha
4) Miracle Motors : Mahindra Two wheelers
5) Simba Auto motives: Remodifying all kind of bikes
6) City Bikes : Chinese bikes

 Bajaj has 90% of market share (Verma & Co, Niche International). The rest of the brands take up
the remaining 10%. Much of Bajaj market share is from one motorcycle named Bajaj – Boxer –
BM 100. The overall market leader is with over 90% of the market share. Their core product is
Bajaj Boxer BM 100 whose sales in different region is approximately list below.
Kampala 3000 (Sales, Service Spares)

Mbarara 1800 (Sales, Service Spares)

Mbale 1200 (Sales, Service Spares)

Verma & Co maintains a ‘stock point’ in these major towns. This is to ensure lower cost of the bikes to
dealers. Then they have they their Dealers who buy from them a specific price irrespective of their
geographical location. This current dealer price is 2,981,000 UGX. The selling price of Verma & Co. is at
3,101,000 UGX. This gives a margin to the dealers of 120,000 UGX.

 They have been in the market for quite some time. But have changed their Dealership few times.
Currently it’s held by Yuvraj Motors. They are new entrants in Uganda market. Yuvraj Motors are
TVS distributors from Angola.

 Many Chinese brands are in the market. They follow a unstructured approach and most are in the
market because of the lower pricing. Their prices are 15%-20% lesser than the Indian counter parts.
One of the most popular brand named "Rider" from Tembo.

7
Winter Internship Report, Pune Institute of Business Management, Pune

Government Initiatives
The implementation of the Goods and Services Tax (GST) is expected to be a game-changer for the
Indian Pharmaceuticals industry. It will lead to tax-neutral inter-state transactions between two dealers,
thereby reducing the dependency on multiple states and increasing the focus on regional hubs. It is
expected to result in an efficient supply chain management, which is expected to reduce its cost
considerably.
Road Ahead
Two Wheeler Industry of Uganda is completely dependent on Boda-Boda industry which is the key
transport for the people of Uganda and future of two wheeler industry is based on the

 Customer buying behavior as given below:

CUSTOMER BUYING BEHAVIOR

New Bikes Old Bikes

20%

80%

 Type of engines they prefer :

Engine Preference:

100CC 110CC 125CC 150CC

8
Winter Internship Report, Pune Institute of Business Management, Pune

 Type of Usage:

Usage Type
5% 5%

Boda
Personal
Govt/NGO
90%

 Brand Preference:

CHART TITLE
Units/week Units/Month
6000
1500

1200
800

800

600

300
200

200

150

BAJAJ TVS YAMAHA MAHINDRA CHINESE

According to the analysis of various buying behaviors of customers, we can estimate that, the total
market potential is about 90,000 bikes per year. Most of the bikes are used by Boda-Boda segment, so
they are not going for luxuries, so the normal 110CC bikes are having more demand than that of the
other and Bajaj is leading in all types of bike sales. It is having almost 90% of the total two wheeler
market in Uganda. There is a large scope for scooters which are having good engine capacity as there
are very less number of scooters in the country and most of the bikes are driven by Men.

9
Winter Internship Report, Pune Institute of Business Management, Pune

3. ABOUT THE COMPANY & DEPARTMENT

Miracle Motors Company Limited:

Miracle Motors Company Limited was started in 2009 to serve the growing demand in the 2 wheelers
market in Uganda and East African region. Initially MMCL sourced locally motorbikes from India and
marketed them in Uganda. From 2011 onward MMCL embarked on a tie up with Mahindra 2 Wheelers
and started to promote their scooters in Uganda. MMCL has 75% of market share of scooters. In fact,
MMCL is known among the local population as the destination for scooter maintenance and service.
Apart from Kampala, our scooters have their presence in up country like Masindi, Arua, Jinja and
Mbarara.

On 2014, MMCL became the authorized Distributor of Mahindra in Uganda and East African region. So
they started selling all the Mahindra products operating the showroom from Kampala city. MMCL also
have many linked up local dealers who take bikes from us and sell them in different regions of the
country focusing mainly on the villages.

Different Products now available in MMCL are:

1) Mahindra Arro XT 110 : 4,200,000 UGX

2) Mahindra Arro ES 110 : 4,400,000 UGX
3) Mahindra Centuro Rockstar : 4,800,000 UGX
4) Mahindra Centuro NXT : 5,200,000 UGX
5) Mahindra Gusto 125 : 6,100,000 UGX

MMCL Sales Growth

8000
7000
6000
5000
4000
3000
2000
1000
0
2014 2015 2016 2017

Series 1 Column1 Column2

10
Winter Internship Report, Pune Institute of Business Management, Pune

11
Winter Internship Report, Pune Institute of Business Management, Pune

About Department

Marketing

 Marketing is the key department for any organization to get their product into the market, it is
the department that deals with the customers in all the ways.
 In Miracle motors , I work as the marketing Incharge , who looks after all the marketing activities
that are going to take place.
 Miracle motors is a two- wheelers selling and service company who are authorized distributors of
Mahindra Two Wheelers in Uganda.
 They do marketing activities like, giving advertisements in Newspapers, Television channels, Radio
Channels etc.
 They do campaigns, and stage storming activities to get directly communicated with the
customers.
 They also print business cards, leaflets,

History

 In late 1880s, the era of FMCG began in India

 The 1990s witnessed a string of crucial mergers, acquisitions and alliances on the Foods and
Beverages front after the liberalization of the Indian economy
 HUL launched a slew of new business initiatives in the early part of 2000’s out of which some of
them are in the rural sector.
 In 2012 HUL’s state of the art Learning Centre and the Customer Insight & Innovation Centre
(CiiC) was inaugurated at the Hindustan Unilever campus at Andheri, Mumbai.
 HUL completed 80 years of corporate existence in India on October 17th, 2013

12
Winter Internship Report, Pune Institute of Business Management, Pune

Sales Organization Chart

National Sales
Manager

Zonal Manager Zonal Manager Zonal Manager Zonal Manager

(North) (East) (West) (South)

Regional Regional Regional Regional

Manager (1) Manager (2) Manager (3) Manager (4)

Area Manager Area Manager Area Manager Area Manager

(1) (2) (3) (4)

Sales Officer/ Sales Officer/ Sales Officer/ Sales Officer/

Territory Mgr Territory Mgr Territory Mgr Territory Mgr
(1) (2) (3) (4)

Sales Rep/ ISD Sales Rep/ ISD (2- Sales Rep/ ISD (2- Sales Rep/ ISD (2-
(2-3) 3) 3) 3) 13

Distributor (1) Distributor (2) Distributor (3) Distributor (4)

4. INTERNSHIP SUMMARY
Example: Work Summary Pharma

The Marketing and the Sales Organogram

VP(Sales & Marketing)

Corporate
Management

GMM GMS
Supportive
Functions viz.
Product Advertising or
GPM Management ZSM ( 3rd Line) Management
Market Research
Team

PM RSM (2nd Line) Management (Middle

Management)

PE ASM(1st Line Management)

MR (Entry Level Staff)

Decides self or induced by

family/relative/friends to take a Doctor – Influences the
professional advice from a Doctor. purchase of branded
formulation through
prescription (Rx)
 Winter Internship Report, Pune Institute of Business Management, Pune

Patient indulges into self medication

or advised by family/relative/friends
some medicine brands
Patient- Initiator of the purchase
process, feels the ailment
Distributor procures inventory from Company
Depot /CNF/ Super Stockist
Patient or Patient party goes to
retailer to purchase medicine with
prescription
Medical Retailer/Pharmacist:
i) Caters prescription as brought by the
patient or patient party
ii) Tries to sell alternative brand with
same formulation by convincing

iii) Caters the brand as asked by the

patient or patient party (without any
prescription)

The diagram clarifies the obvious fact that the CRM activities however practiced by the Pharmaceutical companies needs to be directed towards
these three stakeholders of the purchase process namely Doctors, medical retailers, distributors and the patient.
The diagram also shows how middle management and corporate management is aligned in the business model of pharma

GMM-General Manager Marketing GMS- General Manager Sales

GPM- Group Product Manager ZSM-Zonal Sales Manager

PM-Product Manager RSM-Regional Sales Manager

PE – Product Executive ASM-Area Sales Manager

MR-Medical Representative

15

GPM-Group Product Manager

Winter Internship Report, Pune Institute of Business Management, Pune

Internship Work Summary

The task given as an intern in S.D Pharmaceuticals was to visit doctors with the company’s promotional material and promoting 2 brands of the
company namely Sitapin and Gluconide which has been recently launched. Apart from promoting to doctors, monitoring the prescription driven
sales of the brands from the local retailers (Tertiary sales) was a task given to me which in turn drove the sales from the corresponding
distributors (Secondary sales).
Training was given by the company on the following areas -

1)Basics of Human Physiology – 1 day

2)Basics of pharmacology -1 day
3)Pharma Business Model and different stake holders – 4 hours
4)Product Training – 4 hours
5)Soft Skills – Communication and Negotiation
6) Mock Sales Calls – Doctors- Retailers-Distributors

On the first day I was accompanying Medical Representative Mr.Ashish Sharma who is working in Asansol Head Quarter where I had to shadow
him and from the next day I was given independent responsibility of meeting and generating business from selected doctors of Asansol Town
(25) Ranigunj (12) Barakar (5) and Durgapur (18)

Apart from my field work at the Doctor Clinic and Trade level I have send a Daily Field Report to the Area Sales Manager Mr.Prasun Banerjee
through Email in the following sample format:

16
Winter Internship Report, Pune Institute of Business Management, Pune

S.D Pharmaceuticals
Daily Field Report
Date: Locality Worked:
SKU wise current volume SKU wise current Products Products Remarks
CML Call of business of our value of business Promoted with inputs
Name of the Doctor
No. objective products per month of our competitor time duration shared (if
per month any)
The Dr.Bhattacharya
Increase has committed to put
Januvia 60 – 60
prescription 3 new patients on
strips Sitagliptin
share for Sitapin 60 each week
Dr.Subroto Sitapin 60 – 20 strips Istamet 60 – 140 Sitapin CV
32 Sitapin and for the next 2
Bhattacharya (Sr) Gluconide – 0 strips strips Gluconide outcomes
Launching weeks.Will follow up
Rapilin- 60 strips trial report
of after 2 weeks
Eurepa -20 strips
Gluconide Need some time to
prescribe Gluconide
SKU wise current Stock Order taken Outstanding Claim Remarks
CML Name of the Call
Level Status settlement
No. Distributor objective
status
Check Gluconide – 463 strips Sitapin – 100 Nil DCRN Happy with the Sitapin
dispatch Sitapin -150 strips strips No.1323 movement but slight
status of (Credit concern over high
last week note issued stocks of Gluconide
Personal but yet to
1 Koner Syndicate
Order be
Booking adjusted)
Speak to
Salesman
Raju

17
Winter Internship Report, Pune Institute of Business Management, Pune

CML SKU wise

Prescription Audit
No. current
Personal
Name of the Call Stock Level Consuming Sales of Consuming
Order Remarks
Retailer objective Sales of our Doctor and competitor Doctor and
Booking
brand/week volume of brand/week volume of
business/week business/week
Sitapin -15 8/9 strips per Dr.P.K Januvia 32 strips Dr.P.K Refused to
strips week Banerjee (Jr) 2 Istamet -12 Banerjee (Jr) give order of
Survey for Gluconide - Rx/Week strips 8/10 Rx/ Week gluconide as
Burman Dr.P.K Nil Dr.Swapan Dr.Subroto Sitapin 10 no
1
Pharmacy Banerjee Layek 1 Bhattacharya strips prescription
(Jr) Rx/Week (Sr) (Rx)support
from local
doctors

18
5. PROJECT DESCRIPTION
Example

Project Title: Factor Influencing Customer perception on App usage for Bank
Transactions

Methodology

This section looks at the methods used to achieve the objectives of the study. It highlights research design
whether it’s an Exploratory or Descriptive Research Design, the sources of data (Primary or Secondary
Data) and the methods that were used in the data collection (Online Platform, Mailing, Personal Interview,
Questionnaire, Telephonic etc…) for the research. It also identifies the target population for the study, the
sample frame and size, sampling technique (Non-Probability / Probability) and how data obtained from
the study were analyzed (Data Analysis tools used).

Research Design

This research is an explanatory and a cross-sectional study that is mainly aimed at examining mobile
banking adoption as a communication tool on customer behavior in the banking industry. Explanatory
research design is used to identify the new factors that are influencing customer perception on App Usage
for bank transactions to establish relationship that exists between factors to serve the customer in better
way.

According to the objective of research or according to the research design researcher should identify
research technique for data collection if its qualitative research (Exploratory Research) researcher collect
data from Focus group discussion, In-depth Interview, Brain Storming, Field Observation, Self Study etc..
If it’s quantitate research type (Descriptive research) researcher should adopt questionnaire approach to
collect the data.

Target Population

The target population provides the overall context and represents the collection of people, housing units,
schools etc. about which inferences and estimates are desired. According to this all customers of bank
who have been patronizing the services of the bank for at least one year. The respondent may be from
Winter Internship Report, Pune Institute of Business Management, Pune

any service provider (any bank). But, they should experience mobile app for banking transaction at least
once.

Sample Frame

A sampling frame is a list of all the items in your population. It’s a complete list of everyone or everything
you want to study. The difference between a population and a sampling frame is that the population is
general and the frame is specific. In our case customer database from bank has been used as sample frame
tool to identify the right customer.

Sample Size

Owing to the fact that, the population of all bank customers in particular district was too large and was
un-known to the researchers at the time of the study, we finalized two hundred twenty one (221) data
were collected (this sample is derived based on no. of question we have in questionnaire i.e.: 1:10 ratio
example if our questionnaire consist of 25 questions our minimum sample size is 250) from customers of
various bank for the process the analysis.

Sampling Techniques

Sampling may be done either a probability or a non-probability basis. This is an important research design
decision, and one which will depend on such factors as whether the theory behind the research is positivist
or idealist, whether qualitative or quantitative methods are used etc. Note that the two methods are not
mutually exclusive, and may be used for different purposes at different points in the research.

In this research, researcher opt for Purposive sampling technique as a non- probability sampling was used
as the technique for the research. This method was selected to enable the researchers to target specific
customers of Bank who were in position to provide the information needed for the study.

Data Collection

For the purpose of collecting data, a well-designed questionnaire was used which is adopted from
Agbemabiese George Cudjoe et al, 2015 or sometime according to the research requirement
questionnaire has been designed from organization for industry specific research . This questionnaire
consist of 7 variables in both independent and dependent variable namely, System capabilities, Attitude,
Perceived ease of use, Perceived usefulness, Behavioral control, Subjective norm, Mobile banking
adoption.

20
Winter Internship Report, Pune Institute of Business Management, Pune

Data Analysis Tools

Use SPSS software for data analysis and Interrupt the data, Descriptive Statistics (Frequency distribution
of data according to respondent demographic variable), use cross tabulation, or Chi Square, and ANOVA.

To identify the relationship between depend and independent variable researcher can run basic
correlation analysis.

21
 6. LEARNING/ FINDING
How many People visit the store? (on
Q1 average) Male Female
700 600

How many of thet bought the

Q2 goods/product? Male Female
200 350

Q3 What is the frequency of visitors? Monday Tuesday Wednesday Thursday Friday Saturday Sunday
1000 1200 900 1300 2000 2500 4000

Which apparel category is popular Formal

Q4 amongst the customers? Jeans T-Shirt Shorts Shirts Blazers Trousers
250 300 100 200 20 200
 Q1. How many People visit the store? (on average)
800
700
600
500
400
300
200
100
0
Male Female

Q2. How many of thet bought the goods/product?

400
350
300
250
200
150
100
50
0
Male Female
Winter Internship Report, Pune Institute of Business Management, Pune

Q3. WHAT IS THE FREQUENCY OF VISITORS?

4000

2500
2000

1200 1300
1000 900

Monday Tuesday Wednesday Thursday Friday Saturday Sunday

Q4. WHICH APPAREL CATEGORY IS POPULAR

AMONGST THE CUSTOMERS?

19% 23%
2%

19%
28%
9%

Jeans T-Shirt Shorts Formal Shirts Blazers Trousers

24
Winter Internship Report, Pune Institute of Business Management, Pune

7. SUGGESTION (IF ANY)

Example: Samsonite Retail Store

A. There were limited items of the few of the category like travel bags, due to high price customer
always look for more option in terms of colors and features, so they should keep more variations
in each category.
B. Only 2 people were available in large store and all the customers were not entertained at same
time. As it is a luxury brand, customer expects good shopping experience hence personal attention
is very important for them.
C. There were no mirrors to check the looks with bag for customer, as this is high profile brand,
customer would want to see himself with the bag, so mirror should be added in store.

25
Winter Internship Report, Pune Institute of Business Management, Pune

8. REFERENCES

26