Two Months Industrial Training Report

TWO MONTHS
INDUSTRIAL TRAINING REPORT
“A STUDY ON BRAND POSITIONING, MARKETING

STRATEGY BASED ON CUSTOMER’S PERCEPTION”
JCB INDIA LTD
[A COMPANY WITH EXCELLENCE]
SUBMITTED BY:-
Naveen Kadyan
First year Marketing (M.B.A)
Institute of Management & Technology Faridabad
JCB India Ltd. Project Report
ACKNOWLEDGEMENT
It was a great experience undergoing my two months industrial

training at the multinational company like JCB INDIA LIMITED.I
got an opportunity to learn and experience ethos and environment
of MNC.
With profound respect and gratitude, I take the opportunity to

convey my thanks to the management of JCB INDIA LTD, for
giving me chance to complete my training here .I am extremely
grateful to all the technical staff of JCB for there cooperation and
guidance who have helped me a lot during the course of training .I
have learned a lot working with them and will always be indebted
to them for this valuable addiction in me.
Thanks to:
Mr. Manish Tayal(Chief Manager)
Mr.Nitin Tyagi( Manager)
They have been a constant source of inspiration to me throughout

the period of this industrial training. Specially I extend my sincere
regards to MR. Rajiv Verma for his commendable help , company
and guidance time to time during this period.
Last but not the least I would like to thank all faculty
of Institute Of Management & Technology, Faridabad and all the
faculty members of Deptt. For their efforts and constant
cooperation that have played a significant role in the
accomplishment of my industrial training.
Naveen Kadyan
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PREFACE
M.B.A (Marketing) is the stepping-stone to Professional career. In
order to achieve practical, positive and concrete result, the
classroom learning has to be effectively supplemented to relation of
the situation existing outside the classroom for developing healthy
managerial and administrative skills in potential manager. It is
necessary that the theoretical knowledge must be supplemented
with exposure to the real environment.
I have developed favorable attitude as a trainee regarding to
management skills, technical knowledge and industrial working
condition. The practical experience which I have gained while
working at JCB INDIA LTD was great .I have utilized all the
opportunity that come my way during my course of training.
The report comprises all the important aspects of my training and
all the aspects has been presented under different heading in the
forthcoming pages, an attempt has been made to present report
covering different aspects of my training.
I would like to express my sincere thanks to the entire staff
member of JCB INDIA LTD. who helped in my endeavors during
the training.
Naveen Kadyan
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ACNOWLEDGEMENT
PREFACE
CONTENTS:-
 INTRODUCTION
 JCB MANAGEMENT HIERARCHY
 PRODUCT RANGE
 MACHINE APPLICATION
 MARKET STRATEGY
 JCB COMPETETOR
 DEALER AND CLIENT DETAILS
 JCB ACTIVITIES TOENHANCE MARKET
 BRANDING & POSITIONING STUDY
 CUSTOMER FEEDBACK REPORT
 ANALYSIS OF PRODUCT FROM CUSTOMER
PERCEPTION
 SUGGESTION
 KEY LEARNING
 DECLARATION
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INTRODUCTION ABOUT JCB

JCB India limited is a UK based multinational company. JCB is
one of Britain’s great success stories. The business began on Oct.
23rd 1945 when Joseph Cyril Bamford made a screw-tipping trailer
with a £1 welding set in a lock up garage. He sold it at the town’s
market for £45 and so a great engineering began.
Today JCB is Europe’s premier manufacturer of construction
equipment and exports 72% of its products to 140 territories around
the world. It has nine subsidiary companies in Europe, the US and
Singapore and nine factories in UK. Its famous yellow backhoe
loaders and excavators have become part of the landscape and part
of the language. The name JCB is even in the Oxford and Collins
Dictionaries.
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The Bamford family still privately owns the company and the
present chairman and managing director is Sir Anthony Bamford,
the eldest son of Mr. Joseph Cyril Bamford. Mr. Bamford, born in
1916, retired at the end of 1975 and lived in Switzerland until his
death in March 2001. Under Sir Anthony’s leadership the business
has prospered still further. In 1999 Group sales were £833 and
profits were £91.2
The company has won more than 50 major awards for engineering
excellence, exports, design, marketing, management and for its
care for the environment. Among them are fifteen Queen’s awards
for technology and export achievement.
The Rocester headquarters and factory are thoughtfully landscaped
in 175 acres of Stafford shire countryside with three lakes, wildlife
and sculptures by local craftsmen. The original garage where the
business begin was demolished in 1969 but Sir Anthony Bamford
has an exact replica built which stands by JCB’s sports and social
club at the Rocester site. The queen unveiled the replica garage
when she and the Duke of Edinburgh visited JCB in Dec. 1995 as
part of the company’s Jubilee celebrations.
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JCB MISSION AND QUALITY POLICY
MISSION
JCB’s business is to manufacture, market and support construction
and earthmoving equipment. JCB’s aim is to exceed customer’s
expectations through innovation, continuous quality improvement
and people involvement. JCB will profitably grow along with their
stakeholders and achieve market leadership in the core segments of
their business.
QUALITY POLICY
1. Customers are the cores of the business and all the actions
must lead to delighting them.
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2. Resources will be provided to continually improve the

processes to meet changing customer requirements, always
improving quality, reliability and responsiveness. Problems
will be solved at source by putting efforts into prevention.
3. Good working relationships will be constantly strove for that
is founded on trust, respect and fairness. Work must be done
as a team to solve problems in an open and constructive
manner.
4. A good reputation is hard won and easily lost. Affairs must be
conducted in the company and in public to the highest
standard of honesty and integrity.
STORY BEHIND JCB PROMOTION

JCB is a house hold name in the most parts of the world. People
point at a piece of construction equipment and refer to it as JCB. In
terms of non-consumer brands, JCB has one of the highest brand
recognitions of all.
JCB is Europe’s largest manufacturer of construction equipment,

with manufacturing plants on 4 continents. JCB exports more than
70% of its UK production a considerable feat given the strong
pound. The marketor construction is a cyclical market and when
there is talk of a down term, purchasers of capital equipment
always get nervous. The big markets for construction equipment
are the US, Europe and the developing world. JCB has 543 dealers
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with 930 locations worldwide to spread the risk of anyone

economy slowing down.
JCB has business objectives to achieve 10% of the world market

for construction equipment, no small task when you consider there
are over 500 manufacturers in the industry.
JCB INDIA LIMITED – A PROFILE

Company : JCB INDIA LIMITED
Product Range : Excavators Loaders
Front End Loaders
Articulated Loading Shovels
Tracked Excavators
Skid Steer Loaders
Models : Eleven
Equipment Population : Over 19000
Manufacturing Location : Ballabgrah, Haryana
JCB India Offices : 21
Dealership Outlets : 140
JCB India Limited Rs. 550 crore manufacturer of earthmoving and

construction equipment is a fully owned subsidiary of JCB
Excavator (UK)
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J.C. Bamford Excavators Limited of United Kingdom is ranked in

the top 5 manufacturers of earthmoving and construction
equipment in the world and is considered one of Britian most
success stories. JCB is the world number one producer for backhoe
loaders.
JCB India Limited started operation in 1979 as a joint venture
between the Escorts group and JCB Excavator (UK). In 2003 JCB
acquired 100% share and today JCB is the fastest growing
company in the Indian earthmoving and construction equipment
industry.
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THE JCB WORLD ORGANIATION

Annual sales revenue $ 1.5 billion.
Number of employees : 4000
The company was founded in 1945 by JOSEPH CYRIL

BAMFORD.
JCB built the world first backhoe loader in 1945.
Current products range include backhoe loaders, wheeled and

tracked excavators, rubber tried loaders, mini excavators, skid steer
loaders, masted and telescopic RTEL’s articulated dump trucks,
high speed agricultural and utility tractors, industrial forklifts,
hydraulic power packs, and a huge range of hydraulic breakers and
other attachments.
JCB is the world fifth largest manufacturer of construction

equipment by volume of units produced.
JCB is the largest manufacturer of backhoe loaders and telescopic

handlers in the world.
Manufacturing locations: UK (6), INDIA (I), USA (I), BRAZIL (I)
Percentage of sales invested in R & D 4%.
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DECLARATION
I hereby declare that the project report entitled
“A STUDY ON BRAND POSITIONING, MARKETING

STRATEGY BASED ON CUSTOMER’S PERCEPTION”
Submitted in partial fulfillment of requirement of Masters of

Business Administration to M.D.U Rohtak
PLACE : Gurgaon DATE : 04/09/07
Naveen Kadyan
First year Marketing (M.B.A)
Institute of Management & Technology Faridabad
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JCB HISTORY
JCB started as one man's dream. It is the classic entrepreneurial

story. Joseph Cyril Bamford (Mr. JCB) was one of Britain's finest
innovators. He passed away in 2001 at the age of 84. Joe started the
business in 1945 manufacturing a tipping trailer with a £1 welding
set in a lock-up garage he rented in Uttoxeter, Staffordshire. He
sold it at the local market for £45 and went back immediately to
make another one. On the very first day Joe started his business his
son Anthony was born.
By 1948, Joe was employing six people. It was then that he turned
his attention to making a hydraulic machine Europe's first hydraulic
tipping trailer. This developed into a hydraulic arm for tractors
called a Si-draulic, one of JCB's earliest commercial hits.
The first product to carry the JCB logo, as we know it was in 1953.
This was a backhoe loader which people nowadays call a 'JCB'. In
the 1960s JCB introduced the famous 3C machine. This was a
massive seller in its day, selling over 3.000 in 1964. Joe was a
brilliant marketer and was to become famous for marketing first.
The new 3C machine provided the operator of the machine with the
facilities for boiling a kettle in the cab. Joe visited every purchaser
of a new 3C himself and presented them personally with their) JCB
kettle. Joe's customer visits became legendary and the 3CX were an
overnight success.
Joe's publicity skills were also evident when he began the tradition
of JCB 'stunts' in the 1960s. Elaborate maneuvers performed for the
TV cameras such as driving a car under a machine raised up on its
hydraulic arms showed the versatility and power of the machines
and began the tradition of the' Dancing Diggers' shows which are
now famous throughout the world.
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Today, diggers can not only rise up on their buckets but also roll on
their sides, something that is most definitely not advisable on the
normal building site. The company also has a JCB GT a digger
fitted with a V8 Chevrolet engine, capable of doing an incredible 1
Oomph. Joe was quick to realize that to be a good exporter, the
potential customer had to get a feel for why JCB was special. He
realized that the only way to do this was to show them the care and
detail that went into making the machine but he had one problem
JCB was right in the heart of the Midlands, making a visit for
foreign customers unattractive because of the long journey. Joe
solved it by buying JCB its own aircraft and helicopter, which were
branded with the JCB logo. To this day, visiting customers are still
flown to Rochester, the company's current premises, by jet and
helicopter.
Under the leadership of Anthony Bamford the company began
expanding its product range. Later, JCB expanded into wheeled and
tracked excavators.
Sir Anthony Bamford is the present Chairman and Managing
Director of JCB.
1946
It was in 1946 that Joe handled every job himself including cutting,
forming and welding for seven days in a week, which was objected
by his landlady so Joe moved to Crakemarsh Hall, midway
between Uttoxeter and Rocester, when he was about to became a
full time employer for the first time.
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1947
It was in 1947 Joe was some good member of employees. The
employees were Arthur Harrison, Bill Hirts and Burt Homes. Joe
was a little famous also.
This instance explains when John Wheeldon wanted to buy for

himself a “Trailer” he went to Joe Bamford, he became the
ambassador for JCB as other customer and people came to John
Wheeldon to enquire about JCB products.
Because of some inherent problems this John Wheeldon himself

joined as an employee of Mr. Joe Bamford and Mr. John also has
experience in the field of agriculture and fields. This was and
opportunities for Joe to expand his business are in these days, more
were the employers more opportune was Joe.
Market Diversification
Market expansion cannot be complete without market
diversification. Joe diversified by entering into ex-service vehicle
market mainly jeeps, vans and trucks and refurbished them. Joe
foresaw a great potential for large number of ex W-D jeeps,
ambassadors, command card, all suitably converted.
1948
In 1948 Europe’s first two-wheeled hydraulic, all steel topping
trailer was produced. It was for operator’s benefit that tipping was
made possible from a tractor seat.
Joe even foresaw competition from Midland Industries Ltd., for
Major Loader, so went to a competitive demonstration of major
loader, which reflects his foresight. And with that Joe thought
about double acting ram, which was used 4 years later in MX1
excavator.
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However, the major loader was the first Europe hydraulic loader
introduced in 1948 by JCB.
1950
It was in 1950 that JCB outgrow at Crakemarsh and bought Old
Wiltshire united dairies milk processing and cheese factory at
Rocestor from farmer John Bailey. The huge Rocestor complex is
there as Joe bought the Old cheese factory after pursanasion, from
Bill Hirst. Therefor the complex moved to Rocestor.
It was here in this new chicken factory converted into machine

factory, where the color was changed to distinctive bright yellow
from green, which is now so familiar.
(It was in 1957 that there was publicity campaigning of JCB, like
tracing a small example where Mr. Joe send his wife to an
exhibition to distribute leaflets to likely looking customers.)
At the same time JCB launched Mater Loader, a smaller version of

Major Loader. After this mid mounted mover was launched.
1953
It was a turning point for JCB, with a world first in the shape of
Hydraulic loader, which was designed by Mr. Bamford.
The JCB’s first backhoe was produced MK1 to which a major

loader would fit upon. This is how Europe’s first backhoe loader
was born.
Just before this Ruston B was launched. When there was a

technical problem with MK1, it was rectified with the advice of
Mr. Bill Hirts. Therefore he was moved into research department to
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develop idea who retired as director service standards in 1991, 45th

year of JCB.
The next major breakthrough was in 1957 when hydra-digger was

launched which was advertised as earthmovers, that cloud dig
through a rock.
For the reminder of 1950’s Mr. Bamford concentrated developing

his company expanding the factory and creating more efficient
dealer network, as now profit was pumped directly back to
business.
Then came more sophisticated JCB 4 that replaced Hydra-Digga in

1960 and first time in JCB featured dual hydraulics, the 3 in 1 back
hoe backed.
In 1961 JCB’s unveiled was constantly improved version of JCB 4,

4c vans introduced in 1962.\
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Standardization:
JCB logo is universally known, which is a strictly guarded mark,
first registered in 1938 trademarks act in 25th Jan in 1958
and now cover for registrations. The company imposes
shirt rules that it should not be changed in anyway.
Instruction cover how it should be used what are the
specified colors.
The concept angel of angle says that 18th degree between the
lowest straight border and in imaginary horizontal.
1960
It was a period of pressures as well as innovations for JCB. Infect
“JCB” was an outcome of 60’s, which changed thinking
forever.
But the other ace of 60’s was dark also as if faced a supplier’s
hydraulic failure of JCB 4C.
A huge amount was spent for rectification and astonishingly in this

period the idea of Electro kettle sprouted in Joe’s mind.
Even the factory began producing JCB3C in March M63 with sheer
brilliance of chief designer Derek Prince.
The most enjoyable aspect of working with JCB is cautious

innovation and new ideas sprouting up as pointed by Alan Coper,
the work’s director.
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The most brilliant machine launched was JCB with the brilliance of
Derek Prince, who passe out of innovations.
Mr. JCB had another idea of a new machine but put in back when
he saw a more process trial idea of Derek Prince. Now the 3C took
off the company with it.
Mr. JCB wanted more innovations, ideas and was not satisfied with
his new members. Alan Cooper was given the task of find Electro
kettle, and he at last located in Swiss manufacturer.
It was connected to 3D machine, replacing a digger, and quoted

“Marketing legend was born”. Advertisement were passed that for
first 1W 3D’s, Joe himself would visit every operator and hand him
little.
It was unbelievable that operators were fighting to get a visit of

Joe and have a photo taken with him. 3D were an overnight
success.
Ford supplied skid units to JCB, but all of a sudden could not due
to internal problems and even that could not stop JCB’s production.
JCB managed to produce continuously even with Ford’s.
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JCB’S SPREAD IN THE WORLD AND

ITS ARRIVAL IN INDIA
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In this way JCB took off by different new machines and

innovations and JCB spread over 150 countries. It is
wholly owned by J C Bamford Excavators Limited of
United Kingdom which is ranked in the top five
manufacturers of earthmoving and construction
equipment in the world. JCB is considered one of the
Britain’s most impressive success stories and id world
no. 1 producer of backhoe loaders.
1979
JCB India limited started operations in 1979 and is the fastest
growing company in the Indian earthmoving and
construction equipment industry. It had a turnover of
more than RS 450 crores in the year 2002. The company
is the pioneer in the industry and has been recording
excellent growth rates.
2000-2001
In 2001-2002 JCB increased its market share in all the product
segments despite the downward trend across the market
and today the population of JCB machines is over 17000
in India. The company offers a wide range of equipment
such as backhoe loaders (excavator loaders), loading
shovels, newly introduced 7.5 ton and upgraded 21 ton
tracked excavators and skid steer loaders.
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In India, JCB is a generic name for backhoe loaders and they

are working tirelessly from high Himalayas to
Rajasthan sandy deserts from remote projects to
bustling megapolises. the company boasts of several
first the first company to bring in backhoe loaders and
telescopic handlers to India, as also the first to market
and service earthmoving and construction equipment
through dealer networks. JCB 3D is today the single
largest selling model in the Indian earthmoving and
construction equipment industry.
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CLIENTS LIST
• ACC
• Bhagiratha Engineering (Kerela)
• Bharat Coking Coal Ltd
• Bhilai Steel Plant
• Binani Cement
• Calcutta Port Trust
• Damodar Valley Corporation
• Directorate General Border Roads
• Dodsal
• Eastern Coal Fields
• Grasim Industries
• Hindustan Construction Company
• Hindustan Zinc
• IFFCO
• Indian Petro Chemical Ltd
• Indian Army
• Indian Iron & Steel Company
• Indian Navy
• IRCON
• L&T-ECC
• Madras Port trust
• Mahanadi Coal Fields
• Manganese Ore India Ltd
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• Ministry of Surface Transport

• National Thermal Power Corporation
• Nestle (India) Ltd
• Orissa Mineral Development Corporation
• Panipat Thermal Power Plant
• Paradip Port Trust
• Prakash Building associate
• Progressive construction
• RCD – Patna
• Rourkela Steel Plant
• Sadhbhav Engineering, Ahmedabad
• Simplex concrete
• Shankar Narayan Construction
• Soma Enterprises, Hyderabad
• Steel Authority of India
• Smith Kline Beecham
• Tamilnadu Mineral Development Corporation
• TISCO
• UP State Bridge Corporation
• Vishakapatnam Port Trust
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Terex Vectra Equipment (P) Limited, a 50:50 joint venture

between Terex Corporation, USA & Vectra Limited, UK, is into
the business of Manufacturing and Sale of Construction
Equipment.
The JV Company has invested USD 12 million and come up with

the world-class manufacturing facility operational on a 36-acre site
at Greater Noida. This is the first manufacturing facility for Terex
Vectra in India. This unit will offer range of Construction
Equipment including Backhoe Loaders, Skid Steer Loaders,
Vibratory Compactors, Midi Excavators.
Terex Corporation, USA is the 3rd largest Construction Equipment

manufacturer in the world with a global turnover of over USD 4
billion. The company has a vast range of Mining, Earth Moving
and Material Handling products. Terex has global manufacturing
bases spread over USA, Europe and Asia.
Vectra is a UK based group, managed by NRIs, with operations in

10 countries in Europe, North America and Asia. Vectra has a
global turnover of apprx. USD 400 million. Vectra owns, solely
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and jointly with other JV partners, manufacturing facilities in

Europe, North America and India. With the recent acquisition of
Tatra a.s. by Terex Corporation, Vectra and Terex are the joint
owners with 11% and 81% equity in the Czech truck manufacturer.
The major emphasis of the company would be on research and
development of products and technology while undertaking
extensive testing.
The company has put up an effective dealership network across

country to build strong dealer & TCE relationships. The JV
Company, with major plans in India is keen to offer world-class
products to the Indian market such as:
• Terex TX760 Backhoe Loader-A powerful 7.60 tons rugged

machine to take on the rigors of Indian working conditions.
• Vectra Heman Skid Steer Loader- A powerful and versatile
machine with as may as 60 attachments. Can perform a vast
range of operations from Loading to sweeping, grading, waste
material handling, trench digging, loading etc.
Some of the other products to be offered in the near future are :
• Compaction Equipment- Vibratory compaction rollers from

10-12 tons for road building, dams, airports etc.
• Schaeff HR 32 7.5 Ton Excavator one of the best products in
its class in the world.
The Indian operations of Vectra are as follows:
• Tatra Trucks India Limited Hosur, Tamil Nadu- This is a

joint venture between Vectra and Tatra a.s. of Czech republic.
This company manufactures high capacity mining tipper
trucks used in mining and construction.
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• Vectra Group supplies Tatra kits to BEML, which assembles

the same and supplies to the Indian armed forces.
• Vectra Advanced Engineering Private Limited-
manufacturing special trailers, concrete mixers and selling
cranes in India.
• Vectra Azad Engineering Private Limited- This is a
fabrication unit, which is an OEM supplier of high quality
bodies to Vehicle Factory Jabalpur, Ashok Leyland and
BEML.
L&T-Case Equipment Private Limited is a joint venture with equal
equity participation by L&T and CNH America LLC (a wholly

owned subsidiary of CNH Global N.V., USA). CNH Global is a
new corporation formed by merging two of the world's largest
tractor and construction equipment majors, viz. Case Corporation
and New Holland. CNH Global has manufacturing and marketing
facilities worldwide, and is the world's largest manufacturer of
loader backhoes.
L&T-Case Equipment Private Limited manufactures, markets and

provides service and parts support for the following equipment:
Loader Backhoe Model L&T-CASE 851
This state-of-the-art and globally proven model of CNH Global

N.V. has the features of load-sensing with flow compensation and
simultaneous operation. Its engine power is 96 HP Gross at 2200
RPM, and it has a choice of backhoe buckets (range: 80-240 litres),
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and loader bucket of 1000 litres. Attachments to suit various

applications in infrastructure projects are available. The four-wheel
drive version is popular in rough terrain.
Loader Backhoe Model 580-3 S
Multi-purpose loader backhoe model L&T 580-3 S is available in

side-shift. Powered by 76 HP at 2200 RPM engine, the machine
features improved kinematics and low operating cost. Backhoe
bucket capacity ranges from 80 to 300 litres, and loader bucket
capacity from 630 to 1500 litres. Attachments to suit various
applications in infrastructure projects are available.
Vibratory Compactors
L&T 752 tandem vibratory compactor (operating weight: 8800 kg.
powered with a 74 HP engine) is specially suited for asphalt
compaction in road and infrastructure development.
L&T-CASE 1107 (operating weight: 11300 kg.) single drum

vibratory roller powered with 112 HP engine is used mainly for soil
compaction in road, infrastructure and irrigation projects.
L&T-CASE 450 tandem vibratory mini-compactor (operating

weight: 3000 kg) is a technological replacement of the 8T static
roller, and is the preferred choice for construction of village roads
under PMGSY. Its low weight and ease of transportation in a small
LCV make it suitable for road repairs in metros and cities.
Other Equipment
• A range of utility construction equipment from CNH

Global like CASE skid steer loaders (operating weight
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range: 2593 kg. to 4105 kg).

• STA compaction machines from Stavostroj, a.s. Czech
Republic
• Manufacturing facility
The manufacturing facility of L&T-Case Equipment Private

Limited at Pithampur is ISO 9001-certified for design,
manufacture and supply of loader backhoes and compactors.
The Company will keep gradually introducing the latest
models of Case/New Holland loader backhoes
The Company manufactures construction equipment that is used in

major infrastructure projects in India. It has remained a market
leader for the past five years, despite stiff competition. It has
revolutionized the Indian construction equipment industry, with the
introduction of the V-series of hydraulic excavators. The company
has an extensive customer base that includes government and
institutional buyers, and contractors. The company was the
country’s first construction equipment manufacturer to receive the
ISO 9001 certification.
Areas of business
The company has used state-of-the-art technology to manufacture
excavators and backhoe loaders. It enjoys a 90 per cent share of the
crawler crane market in India. It is the only Indian manufacturer
that produces 100 tonne cranes. These are the largest machines
made locally. The company was the first to introduce mini-
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excavators in India, and its brand EX60, is the most successful

machine to be made in India so far, with more than 1,300 machines
being sold in the last three years. It is the largest manufacturer of
hydraulic excavators in India, with over 6,000 machines in the
market. It offers the widest available range of hydraulic excavators,
eight models ranging from two tonnes to 60 tonnes in size. The
company can indigenously design and develop products.
Collaborations
The company has collaborations with Hitachi Construction
Machinery Company, Japan, for hydraulic excavators and cranes;
and John Deere, USA, for backhoe loader technology, Lebrero,
Spain, for compactors and CESAN, Turkey, forasphalt plants.
Locations
The company has a countrywide network of sales, service and
spare parts offices. It has modern manufacturing expertise with the
latest machine tools and automation facilities, such as robot
welding and machining centres, at Jamshedpur and Dharwad
For 80 years, Caterpillar Inc. has been building the world's

infrastructure and, in partnership with its worldwide dealer
network, is driving positive and sustainable change on every
continent. With 2004 sales and revenues of $30.25 billion,
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Caterpillar is a technology leader and the world's leading

manufacturer of construction and mining equipment, diesel and
natural gas engines and industrial gas turbines.
In 2004, Caterpillar posted sales and revenues of $30.25 billion and
a profit of $2.03 billion. Approximately half of all sales were to
customers outside of the United States, maintaining Caterpillar's
position as a global supplier and leading U.S. exporter.
Caterpillar products and components are manufactured in 49 U.S.
facilities and in 59 other locations in 22 countries around the globe.
Caterpillar invested nearly $928 million in research and technology
in 2004. Worldwide, our employees earned more than 3900 patents
since 1997.
6 Sigma
The long-term payoff of 6 Sigma will be seen as we develop future
leaders who are prepared to address the increasingly complex
issues that face us as an industry leader. More than 30,000
employees are involved in 6 Sigma and are helping to shape the
Caterpillar of tomorrow.
Caterpillar Dealer Network
Caterpillar's global dealer network provides a key competitive edge
- customers deal with people they know and trust. Almost all
dealerships are independent and locally owned. Many have
relationships with their customers that span at least two
generations. Cat dealers serve equipment, service and financing
needs for customers in more than 200 countries. Rental services are
offered through more than 1,400 outlets worldwide.
Corporate Governance
Caterpillar's reputation for integrity is a fundamental part of our
heritage and one of our most valuable assets. Visit the Corporate
Governance section for a reliable source for the corporate
governance practices our Board has in place to ensure we are
building on Caterpillar's sound reputation. As an industry leader,
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we recognize our responsibility to help restore confidence in

Corporate America, and we consider ourselves a leader for
corporate governance practices.
Financial Strength
Caterpillar is financially strong - able to fund product programs for
future customer needs, provide financing for dealers and
customers, and reward its shareholders. We continue to generate
significant net free cash flow enabling investments in strategic
growth opportunities.
Social Responsibility
Caterpillar's reputation for making a difference in the world is
something we are proud of as a company. In response to the Asian
Tsunami disaster, Caterpillar and its dealers provided machines,
money and resources for relief and recovery efforts. Caterpillar is
also proud to be the lead corporate donor in The Nature
Conservancy's Great Rivers Partnership project. And Cat has once
again been named to the Dow Jones Sustainability World Index.
Shareholder Value
Caterpillar is committed to generating attractive returns for our
shareholders. Strategic growth initiatives involving our machine,
engine and service businesses are expected to drive attractive
stockholder returns for years to come. Caterpillar's quarterly
dividend has grown nearly 1000% in the last decade on split-
adjusted basis. In addition, we have repurchased approximately 77
million shares since June of 1995.
Financial Data
2004 2003 2002
Sales and Revenues $30,251 $22,763 $20,152
Profit $2,035 $1,099 $798
Profit Per Share (diluted) $5.75 $3.13 $2.30
- - 32
Employment 76,920 69,169 68,990

(Dollars in millions except per share data)
DEALER OUTLETS ( ZONAL SPLIT )

JCB VS COMPETITION
NORTH EAST WEST CENTRAL S.CENTRAL SOU

JCB 27 24 24 14 19 41
TATA 07 11 05 06 06 05
JOHN DEERE
- - 33
CATERPILLER 13 20 07 08 07 05
CASE L&T 10 08 04 03 01 02
TEREX 04 01 XX 01 XX XX
VECTRA
DEALER HEAD OFFICE ( ZONAL SPLIT )

JCB VS COMPETITION
NORT EAS WES CENTR S.CENT SOUT TOT

H T T AL RAL H AL
JCB 09 10 05 04 04 05 37
TATA 06 07 03 04 05 04 29
JOHN
DEERE
CATERPILL XX 01 XX XX XX 01 02
ER
CASE L&T 10 08 04 03 01 02 28
TEREX 03 01 XX 01 XX XX 05
VECTRA
The Network
JCB India limited was the first company in this industry to market
and support its products through a network of dealerships. Today
this network comprises of JCB India marketing offices 37 dealers
and over 150 dealership outlets nationwide.
In addition to the above there are three parts depots at Calcutta,

Chennai, and Pune to provide quick support to the dealerships in
the regions. With intelligent parts stocking at Head Office and
- - 34
depots outlets, response time to any machine has come down

considerably. Today over 95% of parts can be supplied anywhere
in the country within 24 hours of receipt of requirement.
At JCB India limited it is believed in the philosophy of lifetime

relationship with a customer. It is our endeavor to become a partner
in the prosperity of our customers. Prompt and efficient product
support services ensure that the customer’s JCB machine is
operational at all times.
Although JCB machines are best made and designed to operate in

extremely tough conditions, but we are not satisfied with this alone.
JCB has a strong product support backup throughout the country to
ensure that the machine downtime is the bare minimum.
JCB has dedicated team of 600 trained product support engineers

located at more than 140 dealer outlets throughout the country.
These engineers constantly strive to keep the JCB machines of its
customers in operational readiness. Each dealer point is also well
stocked with full range of parts, which its customers require from
time to time. JCB believes that a delighted customer is its best JCB
ADVOCATE who can help it to win more customers. Some of ten
parts and product support services being provided to its valued
customers are:-
Service Campaigns being undertaken from time to time to provide
free preventive maintenance services to its customers at their
doorstep
Parts Marketing Campaigns to make the customer’s aware about
the long-term benefits of using “JCB Genuine Parts” in their
machines.
Regular Customer meets which helps in understanding the
discerning requirement if its customers.
- - 35
Training campaigns to upgrade the skills of the machine operators.

This helps its customers to get the best possible output from
machine.
- - 36
- - 37
JCB ZONAL DEALER NETWORK
NORTH ZONE EAST ZONE

DEALERS : 09
DEALERS : 10
OUTLETS : 27 OUTLETS : 25
CENTRAL ZONE
DEALER : 04
OUTLET : 13
WEST ZONE SOUTH

CENTRAL
ZONE
DEALER : 05 DEALER : 04
OUTLET : 22 OUTLETS : 18
SOUTH ZONE
DEALERS : 05
OUTLETS : 43
- - 38
ORGANIZATION CHART
MANAGING
DIRECTOR
PRODUCTION MARKETING FINANCE PURCHASE HR & IR SALES

ADMIN.
PRODUCT PRODUCT
FABRICATION TRANSMISSION ENGINEERING SUPPORT
BUSINESS UNIT BUSINESS UNIT
ASSEMBLY
BUSINESS
UNIT
- - 39
CHAPTER-2
JCB MANAGEMENT HIERARCHY
Sir Anthony Bamford ( Son of Mr. Joseph Cyril Bamford )
[Chief Managing Director]
• John Patterson
[Group Chief Executive]
• Tim Leadbeater
[Group Commercial & Planning Director]
• Fracoise Rausch
[MD JCB Sales Ltd.]
• Keith Tipping
[MD Heavy Line]
- - 40
• Malcom Foe
[MD Branded Products]
• Alan Thomson
[MD Compact Products]
• Alan Staniforth
[MD Human Resource]
• Paul Keogh
[World wide Marketing and Branded Director]
• Steve Gardner
[Group Purchasing Director]
• David Bell
[MD Agri & Industrial]
• David Miller
[Group Finance Director]
• Steve Yianni
[Director & GM Transmissions]
Gracme Macdonald
[MD B / L Division]
• Alan Blake
[MD JCB Services Ltd.]
- - 41
JCB’S
PRODUCT RANGE
(HYDRAULIC MACHINES)
- - 42
CHAPTER 2
PRODUCT RANGE
Following are the products available:
1) Bakhoe loaders
a) 3D
b) 4CX
2) Tracked excavators
a) JS210
b) JS75
c) JS200
3) Wheeled loaders
a) 430Z
b) 3DS
4) Skid steer loaders
a) 160/170
- - 43
3D BACKHOE LOADER
SPECIFICATION:
- - 44
1. Engine- Kirloskar 4R1040, four cylinder, water cooled

diesel, Gross power of 57 KW (76 Hp) at 2200 RPM,
Maximum Torque 29.5 Kgm.
2. Transmission – Speed gearbox in one resiliently mounted

unit, Foot pedal operated, Torque converter stall ratio 2.83:1.
3. Axles – Rear Drive axle rigidly mounted, driven by short

propshaft from gear Box, Front axle centrally pivoted, with
oscillation angle of 16 degree.
4. Brakes – Hydraulically actuated, dual line, self-adjusting, oil

immersed, well Protected from dirt, water etc.
5. Weight – Shipping 7060 Kgs(with 2WD, Standard buckets)
APPLICATION: Loading, Grabbing, Spreading, Digging,

Dozing, Grading etc.
- - 45
430Z WHEELED LOADER
The 430Z comes equipped with a massive payload capacity of

3,300 kgs. That results in higher productivity. Its excellent
operational speed. Unmatched reliability and low operating cost
make it ideal for use in road construction, mining and quarries.
- - 46
SPECIFICATION:
1. Engine – standard, 4 stroke, 6cylinder, 127HP
2. Transmission – 4-wheel drive, automatic, smooth shifting

transmission, electrically operated selector and single stage integral
torque converter, 4 forward and 3 reverse gears.
3. Axles – ZF Multi-disc Heavy-duty axles including epicyclical

hub reduction with oil immersed, multi plate disc brakes mounted
in wheel hub. Overall axle ratio 20.36:1.
4. Brakes – Air over hydraulic multi-disc, oil immersed, built in

both axles. Pneumatic Parking brake acts on front axle.
APPLICATION: Rock bucket being used for rock and slag

handling, Bagasse spreading, Forks for pallete and log handling,
Wagon loading, Silage fork for material handling, Digging,
Dozing, Grabbing, Grading etc.
- - 47
JS 75 TRACKED EXCAVATOR
Experience the amazing performance of JCB’s 7.5T Tracked

Excavator which comes equipped with higher tear-out-forces, twin
molded of operation, low ground bearing pressure and tail swing to
give you the dual advantage of low consumption and high
productivity.
- - 48
SPECIFICATION:
ENGINE
Model : Kirloskar 4R 1040

Type : water cooled, 4 stroke, 4 cylinder diesel
Gross power : 65 hp at 1800 rpm as per SAEJ 1995
Starting system : 12 volts
Battery : 100 ah
Alternator : 85 A
CAB
Steel cab with high strength section frame. Vibration isolated by

four damped mountings.
Front wind screen opening type, sliding side and rear windows and
opening roof hatch for excellent ventilation and visibility.
Fully adjustable deluxe suspension seat with head, arm rest and
back rest recline.
CONTROLS
Excavator: All servo lever operated to ISO controls pattern.
Tracks : Individually servo operated by foot pedal or hand lever.
Speed selection via foot operated switch.
Auxiliary: Via joystick switch on LH servo lever.
Controls Isolation: Gate lock lever at cab entrance, and console-

mounted switch.
Engine speed: Hand operated control lever.
Engine stop: Hand operated stop cable.
- - 49
INSTRUMENTATION: Instrumentation panel contains

dial pointer type gauges for fuel level, engine water temperature
readings. It also has the ammeter for battery charging level reading
& hour meter. Whilst audible and visual warnings indicate low
engine oil pressure, engine coolant, overheat, battery no charge,
hydraulic oil over heat. Indication lights are incorporated into
panel, swing lock operation, servo control isolation, travel speed &
high mode.
HYDRAULIC SYSTEM
A variable flow load sensing system with flow-on-demand and
servo operated multifunction open center control.
Power Modes: The hydraulic system has two modes
Standard Mode: For optimum output and fuel economy.
High Mode: For high output. A switch in the cab selects both
modes.
Pumps
Main pumps : 2 variable displacement axial piston
types
Maximum flow : 2 x 66 1 pm servo and dozer.
Pump : gear type maximum flow
Servo pump : 17 1 pm maximum flow
Dozer pump : 21.5 lpm
- - 50
Control Valves
A combined four and five spool control valve with service spool as
standard.
When required, twin pump flow is combined to boom and dipper
services for greater speed and efficiency.
Relief Valve Setting

Boom /Arm/ Bucket : 284 bar
Swing circuit : 190 bar
Travel circuit : 284 bar
Boost to : 300 bar
Pilot circuit : 40 bar
Hydraulic cylinders: Double acting type, with screwed end caps

hardened steel bearings bushes. End cushioning is fitted as standard
on boom and dipper rams.
Filtration: The hydraulic components are protected by the highest

standard of filtration to ensure long hydraulic fluid and component
life.
In tank : 105 micron, suction strainer

Main return line : 10 micron , fiberform element
Plexus filtration system : 1.5 micron, paper element
Pilot line : 10 micron, paper element
Hydraulic hammer return : 10 micron, reinforced microform
element
Cooling : Cooling via a full return line air blast cooler to meet the
tough Indian working conditions.
- - 51
UNDER CARRIAGE
Construction: Fully welded, “X” frame type with central belly

guarding and sloping side members with dirt relief holes top
rollers.
Upper & lower rollers: Heat-treated, sealed and lubricated.
Track type: Sealed and greased.
Track adjustment: Grease cylinder type.

Track idler: sealed and lubricated, with spring cushioned recoil.
Track shoes: 450 mm triple grouser – standard
Roller and Shoes (each side)

Upper rollers : 1
Lower rollers : 5
Track rollers : 39
SWING SYSTEM
Swing motor: Axial piston type.

Swing brake : Hydraulic braking plus automatic spring applied disc
type parking brake.
Final drivel : Planetary reduction
Swing gear : Large diameter internally toothed, fully sealed grease
bath lubricated.
Swing lock : Multi position hydraulic.
- - 52
TRACK DRIVE
Japanese hydraulic components

Type : Fully hydraulic , 2 speed
Travel motors : Axial piston type, fully guarded within
undercarriage frame
Final drive : Planetary reduction, bolt-on sprockets
Service brake : Hydraulic counter balance valve to prevent over
speeding on gradients.
Park brake : Disc type spring applied, automatic hydraulic release.
Grade ability : 70% (35 deg) continuous
Travel speed : High – 4 km/h, low –2.7 km/h.
Tractive effort : 66 kn (5600 kgf)
EXCAVATOR END
Choice of either lengths, to suit the requirements of reach, dig
depth, load over height tearouts and site versatility.
Fabricated tripping links are provided with a choice of lift points.
SERVICE CAPACITY
Fuel tank : 164 l
Engine coolant : 23 l
Engine oil : 14 l
Track reduction gear : 1.7 l
Hydraulic system : 92 l
Hydraulic tank : 55 l
APPLICATION: Dual crusher loading, Pipe laying, excavating

and Loading, Road construction, closed area operation, Trenching,
Dozing .
- - 53
JS 210 TRACKED EXCAVATOR
JCB’s 21 – Ton Tracked Excavator comes with a Powerful Euro 11

Isuzu-38HP engine that is more reliable than ever. The increased
flow of its hydraulic pump makes the machine faster. Excellent
dipper tear out-force and higher bucket dig force enhance
performance.
- - 54
Superior operator Environment

Fully adjustable suspension seat with stereo, lighter, clock, a
storage box and all round visibility.
Extended Dipper
Monoboom available with 1.91m, 2,40m and 3.00m dipper for
different digging equipments.
Bucket Option
Bucket sizes with capacities ranging from 0.4 cu. M to 1.2 cu. M
with replaceable wear parts.
E-type Under Carriage

Heavy-duty apex design, sealed track chain and scalloped drive
sprockets for extra life.
Advanced Management System (AMS)

For constant monitoring of machine usage information with four
modes of operation and power boost.
- - 55
JCB ROBOT (SKID STEER)

Features
Maximum operating weight 3500 / 3725 KGS Engine with 4
Cylinders 4 Stroke.
Application
 Road & Industrial Cleaning
 Drilling holes for Poles and Trees
 Loading
 Grading
 Grabbing
 Rock Breaking
 Excavation
 Trenching
 Tilling
- - 56
Robot Attachments : -
6-in1 shovel Backhoe Attachment

Bale Clamp
GP Shovel Grader
Hammermaster
Loader Quickhitch Lowback Shovel Muck Fork

and Top Grap
- - 57
Pallet Forks Patch Planer Side

- Tip Shovel
Stump Grinder Sweeper Collector

Tiller
Tracks Trencher
Vibrating Roller
- - 58
HYDRAULIC SYSTEM
HYDRAULIC PUMP:
A hydraulic pump converts mechanical energy into fluid energy.
Hydraulic accumulator stores hydraulic energy and hydraulic motor
converts hydraulic energy into mechanical energy.
A hydraulic pump is the source of a hydraulic system. In mobile
equipment the pump is driven from a power take-off, an
independent driving means such as a gasoline or diesel engine and
a small electric motor of 12 to 24 volt. D.C.
Proper selection, installation and maintenance of pump and their
counter parts, hydraulic motor are of a vital importance in the
efficient function of a hydraulic system.
Since hydraulic fluid are incompressible and excepted very high
pressure, the pump serve only to transmit force. A pump converts
mechanical energy into fluid energy. As its internal mechanism
starts through its cycle, the hydraulic pump creates a partial
vacusum below that of atmosphere on the intake side. Atmospheric
pressure acting on the liquid in the reservoir forces the fluid into
the pump. The pump as the cycle progresses traps this liquid and
forces it through the pump outlet under pressure.
The distance that fluid can be raised vertically depends upon the
atmospheric pressure acting on the surface of the liquid in the
reservoir and the amount of vacuum created with in pump. The
atmospheric pressure varies with the altitude, at sea level and is
14.7 psi and the theoretical maximum lifts at this point are about 34
feet. The theoretical lift and the actual distance that a liquid cab be
raised may vary greatly, as mechanical imperfection in the pump,
pipe friction and wear should be taken into consideration. Pump
can raised a liquid only a theoretical maximum of about 34 feet; it
can force the liquid to a much greater
- - 59
height, depending upon the amount of force exerted on the liquid. It

is important that air is allowed to enter the top of the reservoir so
that atmospheric pressure is prevented on the surface of liquid.
Most storage tanks or reservoir as they are commonly known in
hydraulic have the pump mounted oh the top or adjacent to the tank
and the liquid has to be raised only a short distance. Some times
pump are mounted below the level of liquid in the storage tank,
which has both advantage and disadvantages.
Pump are classified into two basic type:
1. Fixed displacement or fixed volume.
2. Variable displacements or variable volume.
Fixed displacement has the pump shaft driven at a given speed; for
example, a pump with a shaft speed of 1800 rpm could deliver 12
gallons (45.601) of liquid per min. at 1500 psi (105.45 kg/cm2).
Unless the shaft speed is changed, the pump will continue to
deliver 12 gallon per min. unless the pressure is changed. If
pressure is change pump delivery will only change a small amount.
Generally fixed displacement type pump is used for off the road
equipment. In hydrostatic transmission variable displacement type
pump is used.
Pump are built with close tolerance between the mating parts in
order to minimize internal leakage. Contamination in hydraulic
fluid can cause operational difficulties. Thus, the system must
remain clean in order to keep wear in the pump element to a
minimum. Excessive wear causes increased internal slippage or
internal leakage from the high –pressure side of pump through the
pump element. This situation causes loss of power, reduction in
output and a rapid increase in operating temperature.
- - 60
GEAR TYPE PUMP:

Gear type pump make used of several kinds of pumping element
among which are external gear, internal gear and a combination of
external and internal gear type pump is a fixed displacement, rotary
pump in which the gear element rotate and cause a pumping action.
Firstly, liquid enter the pump is carried between the teeth and is
forced into the hydraulic system. As the unmeshing action of the
gear forms a vacuum, the atmospheric pressure on the surface of
liquid in the reservoir causes the liquid to fill up the spaces
between the teeth. The liquid is then carried between the teeth and
the pump housing, which has a very close, fit with the gear teeth, to
the opposite side of pump. As the gear mesh, the liquid is forced
into the outlet port of the pump. This is a positive displacement
action. Since the shaft speed of a gear pump may be as high as
3600 rpm, the pumping action takes place very rapidly. In most
cases, shaft speed is somewhat lower, in range from 1500 to 3000
rpm. Operational pressure may be as high as 3000 psi but the most
widely used pressure are in the 1000 to 2000 psi.
GEAR PUMP MECHANISM:

Internal and external gear shaped element are combined in the
gerotor pump mechanism. In this mechanism, the tooth from of the
inner gerotor is generated at all times, providing continuous fluid
tight engagement. As the teeth disengage, the space between them
increases in size creating a partial vacuum, and the liquid flows the
Suction post into this chamber. When the chamber reaches its
maximum volume. It is exposed to the discharge port and
diminishes in size due to the meshing of the teeth, thus forcing the
liquid out of the pump at the outlet port. This inner gerotor is
connected to the pump shaft.
- - 61
Advantage of gear pump:

1. Low cost
2. Simple design
3. Ease of maintenance.
- - 62
CHAPTER 4
HYDRAULIC MACHINE APPLICATIONS
Today, almost all segments and sectors of the economy use EJCB
machines. The various applications of these machines in various
areas are as follows:
Defence Forces:
The Indian army owns over 350 EJCB machines and holds the
distinction of being one of the single largest users of EJCB
machines. These machines work in extreme temperatures and
hostile terrain, to make bunkers and gun pits in the forward areas,
roads and access way for both man and machine, and for site
clearance for setting base. EJCB machines are also used during
natural calamities like floods and earthquakes.
Creating highways:
Several road projects have been started across the nation to cope
with the growing economy and population. And the EJCb machines
are widely used in these highway projects. Whether it is laying new
highways, ripping open existing roads for relaying or replacing
tarred roads with concrete. The Directorate General Border Roads
(DGBR) owns over 70 EJCB machines. These are employed across
the nation in ladakh, in Twang in Arunachal Pradesh (14,000 feet
above sea level) and in the dense forests of Manipur and Assam.
Indian ports:
Any Indian port is incomplete without an EJCB machine. These
machines efficiently load the massive grab cranes, which load
unloads ships. On the shore, they load the trucks and railway rakes.
- - 63
Indian railways:
The ambitious Konkan Railway Project has transformed the lives
of millions of people on the west coast, by providing them with a
speedy link with the rest of India. EJCB machines play an integral
part in this project. These machines were used extensively for
removing earth and spreading ballast so that the rails can be laid
quickly.
Agricultural and rural development
Today, EJCB machines are being used expensively in the
construction of tanks and irrigation canals and turning of the
topsoil, which becomes poor in nutrients due to repeated
cultivation and reclamation of uncultivated land. These machines
are also actively utilized to make drainage systems and roads that
connect far flung villages to the main road.
Safeguarding the environment:

Forest departments across the country are using EJCB machines in
land reclamation and making embankments to stop soil erosion,
etc. And most importantly, to cordon off the forest areas from the
villages and deny access to poachers. Many forest
Departments are also employing the excavator loaders to make
trenches to prevent wild animals from leaving forests.
Assisting the mining industry:

The Kolar gold mines. Coald fields of Mahanadi. Iron-ore mines in
Goa. Calcite mines in Kota. They all use EJCB machines. They are
used extensively for removing the over burden, blasted rock,
loading minerals on to trucks, for making drains and to make roads
so that the heavy dumpers can easily so inside the open mine. They
are also being employed to load coal into wagon-rakes with great
efficiency to feed thermal power stations and chemical units.
- - 64
Cleaning up of cities:
Civic authorities in over 100 cities and towns across the nation are
using EJCB machines to clean up the open drains, ponds and lakes
and to remove daily garbage, as in Delhi (with over 150 machines),
Surat and Chennai (with 25 machines each). In Pune and Vadodra,
our machines were used to convert garbage dumps into flourishing
gardens.
Indian telecom industry:

A number of EJCB machines are being used in making trenches to
lay down high-quality optical fibers.
Activities of JCB
- - 65
1.Branded products
These products are extensively used for brand promotion of JCB.

They are offered to dealers and employees at nominal costs. These
branded products develop the feeling of belongingness and pride
among the dealers and employees . JCB also provide incentive to
dealers to sales and distribution. They opened Branded Product
Department in the heart of the city Connaught place and Faridabad.
2.Standardized Dealers outlet & consistency in communication
- - 66
Dealers outlet are standardized means all JCB Dealers having same
ambiance as well as furnishings .the motive behind this is to avoid
discrimination among Dealers in order to develop the feeling of
integrity among them. All Dealers using same letter head ,logo and
having consistency in communication.
3.Tows & shows
JCB organized tows and shows time to time for enhancing the sales
and for word of mouth promotion.
4.Truck Branding
Standardize colour of all trucks carrying JCB machines for

enhancing awareness among the general public.
- - 67
5.Standardized Uniform
The standardized uniforms for JCB employees as well as Dealer in

order to develop the sense of belongingness, also for raising their
motivation and they feels as part and parcel of the organization.
6.Terrain
JCB issue publication for the dealers to update them about any
amendment in the personnel of the company, inform about any new
products launches and achievements of the company.
- - 68
7.Customers Royalty club
Packs of cap, model, watches and pens given to each JCB customer
that buys machines, this will smoothen the relationship as well as
in order to develop the sense of belongingness, also for raising their
motivation and they feels as part and parcel of the organization.
6.Terrain
- - 69
JCB issue publication for the dealers to update them about any
amendment in the personnel of the company, inform about any new
products launches and achievements of the company.
7.Customers Royalty club
Packs of cap, model, watches and pens given to each JCB customer
that buys machines, this will smoothen the relationship as well as
develop loyalty towards the company.
8.Customer Satisfaction Survey
The company conducts customer satisfaction survey for strengthens

relationship with the customers. This will help the company on
three ways:
Firstly, it will let the company know where it lacks, how it could be
rectified. Secondly, it make the customers make them feel that they
are important for the company and lastly in assessment of the sales
executives performance.
9.Documentary in cinema halls (rural areas)
- - 70
The company demonstrates Corporate profile of JCB in Cinema

halls in rural India
(Rural India have high viewer-ship of movies)
10.Celebratory Endorsement by Naraian Karthikeyan
JCB hire a brand ambassador Narayan Karthikeyan for its brand

promotion. . Brand ambassador could be well – known
personalities from various fields ; but the best suited would
be from the field of SPORTS. It is so because the product
range of JCB does not match with the personalities from
some other field.He is the first Indian and only second
Asian to participate in the Formula 3 championship
NARAYAN KARTHIKEYAN
The motorsport wonder boy from Coimbatore ,born on 14

January 1977, he started racing at the age of 16, an age at which
you can't legitimately get a driving license.He comes from a
middle-class family.
- - 71
He is the first Indian and only the second Asian to participate in the
Formula 3 championships and to be on the winning list.
Driving is both his passion and his profession. With single-minded
devotion he has reached where he wanted to be.
He studied Business Administration in London. His hobbies

include skeet shooting, tennis, wildlife photography and
philanthropy. Narain is not only interested in motor racing, but also
in tennis. He is all admiration for Boris Becker. He does yoga and
meditation and keeps fit through jogging and weight training. His
idol is Michael Schumacher and his only ambition is to be the first
Indian Formula One Driver.
He was the first Indian to test-drive a Formula One car. He drove a

Jordan Honda EJ11 at Silverstone and then at the Mugello circuit in
Italy to test his proficiency.
- - 72
Branding
Branding is more than just a business buzzword. It has become the
crux of selling in the new economy. If the old marketing mantra
was, “nothing happens until somebody sells something, “the new
philosophy could be “nothing happens until somebody brands
something.”
In its simplest form, a brand is a noun. It is the name attached to a
product or service. However, upon close inspection, a brand
represents many more intangible aspects of a product or service: a
collection of feelings and perceptions about quality, image,
lifestyle and status. It creates in the mind of customers and
prospects the perception that there is no products or services on the
market that is quite like yours. In a short a brand offers the
customers a guarantee and then delivers on it.
JCB build a powerful brand, which in turn is able to create a
powerful marketing program. However, if they can’t convience
customers that product is worthy of purchasing, no amount of
advertising dollars, fancy packaging or public relations will help in
achieving their sales goals. Therefore, successful branding
programs begin with superior products and services, backed by
excellent customer service that permeates an entire organization.
IMPORTANCE OF BRANDING
One of the truths of modern business is that there is almost nothing
that your competitors can’t duplicate in a matter of weeks or
months. If you have great idea, you can be certain that somebody
will copy it before long, and not only will they follow your lead,
- - 73
but they may also be able to do better job or sell the product or
service at a lower price. The question then becomes, “what
competitive edge do i have to offer that cannot be copied by
anyone else?’
the answer? your brand
Creating a strong brand identity will build mind share - one of the
strongest competitive advantages imaginable. As a result,
customers will think of your business first when they think of your
product category. For example, when you wants a Hamburger, you
will think of go to McDonald’s, when you looking for tape to wrap
your present, Scotch is the brand that springs to mind, likewise
when you seen the earthmoving equipment- Bulldozer the first
thing that spring in your mind that is JCB. The reason behind these
strong brands – product associations is that these companies have
built strong rock brand identities.
A brand is the one thing that you can own that nobody can take
away from you. Everything else your competitor can steal your
trade secrets. Eventually, your patents will expire, physical plant
will wear out, and technology will change, but your brand can go
on and live. It creates a lasting value above and beyond all the
elements of your business.
For instance, if we owned the Marlboro Company and wanted to
sell it you would begin to value the firm by looking at assets tied to
the Marlboro brand. You would then identify the cost of the
factories, patents, trucks, machines and staff. They are worth a
small fraction of what you can sell that brand, the value of the
brand is huge compared to those actual physical assets.
The importance and value of branding becomes apparent when an
entrepreneur wants to sell his or her company or to take it to Wall
Street for a public offering or other infusion of capital. It is often
the brand that a business owner has to sell in such cases.
- - 74
When should you brand?

Because of the competitive nature of business today, nearly all
industries can benefit from can benefit from branded products. All
of the traditionally brand-conscious including fashion, restaurants
and consumer goods, are being forced to continue to brand heavily
– perhaps even more strategically than they ever have in the past.
Financial services, which were one of the last effronteries, are even
beginning to see the importance of branding by tagging banking
packages and even mutual funds with catchy names. Even
industrial market, where the cost is usually more of loyalty building
factor, has seen brand names creep in. for example, Tyvek, a
Dupont fiber, improbably one of the best known industrial branded
products. similarly JCB has recognized name in the construction
industry.
Types of brands
A brand cannot be all things to all people, by definition, no one
brand is going to appeal to all customers .On the contrary, branding
is based on the concept of singularity – targeting individuals in a
personal manner – and therefore precludes the concept of universal
appeal. This is why many brands broaden and widen their appeal
by creating tertiary brands or line extendersAlthough most
industries and products or services can benefit from a brand not
every product needs its own stand-alone brand. Brand can be
separated into three categories.
Primary brands – This is a company’s core brand or umbrella
brand. Primary brands typically garner a large percentage of a
company’s revenue potential and therefore needs to be given
priority of advertising in order to root them firmly.
- - 75
Secondary brands - These are often line extenders or flankers’ for

a core brand. Secondary brads don’t need to have their own name;
usually modifier to the brand name will suffice and strengthen the
core brand. Take, for instance, a toothbrush called the crest deep
sweep Crest is the core brand and Deep Sweep is the secondary
brand. Line extenders are characterized by having a descriptive
term that allows the base brand to be the true selling proposition
and the flanker to really designate to the audience what that
particular products key feature or benefits are.
Tertiary brands – These brands typically have insignificant

revenue potentials or expectations but they contribute to the
company’s overall image in some way. therefore they sometimes
don’t sport registered brand names, but just descriptors. For
example a garbage bag manufacturer may a generic brand bag in
addition to its flagship brand the generic line may bring in minimal
revenue for the company. But it fills a need within a niche market
so the company continues to manufacture it under the unregistered
name Household Trash bags. Therefore the generic line is
considered a tertiary brand for thiscompany.
What goes into the brand?

If your product or service is new unique.
There are no preexisting biases towards the product or service; it
will be easy to manipulate customer’s attitudes.
More often, your product or service will have been in existence for
a while and have direct competition. And if it doesn’t, it probably
soon will. Therefore, products that may be roughly equivalent in
terms of their features need have a brand identity that will impact
consumer choice.
- - 76
Brand identity is comprised of:

Pricing – a component of value; higher prices may signify to
consumers higher quality and lower prices may suggest decreased
value.
Distribution – availability; limited distribution of a product or
service may imply exclusivity to discerning consumers.
Quality – which impacts satisfaction; obviously, higher quality will
translate to more satisfied customers who come back again and
again to purchase yours offerings.
Presence – prominence in the paid and unpaid media; products or
services with a high profile market presence will lead to brand
recognition and increased sales.
Awareness – top off mind awareness, residual awareness and
recognition, which are directly related to presence; the higher your
offering’s awareness the better your sales results will be.
Reputation – enduring public opinion of brand character, which is
built over time and difficult to change once established
Image – perception of brand traits or prototypical buyers often
represented by qualities the consumers relates to, like reputation,
image is difficult to change once established.
Benefits – consumers may equate certain positive and negative
consequences with use of your product or service these may be
warranted or unwarranted.
Positioning silence – differentiation from the competition, which is
established by a combination of all elements of the brand.
Presence – a predisposition to buy displayed by consumer’s who
are establishing brand loyalty.
Share of market – increased market share is a direct result of a
successful branding campaign.
Customer commitment – loyalty is built through long term
branding and close consumer contact.
- - 77
What in a name?
The foundation of its name. After its uniqueness wears off it will
be your brand name against the brand name of your competitors in
the market place. So how can you create a name that will stand the
test of time?
“First, it should be able to communicate its own without a lot of
advertising”. it has to be easy to pronounce and have neutral to
positive association around the world or at least in various
languages . Because of the high ethnic influences here in America,
you still have to have a name that crosses over many ethic and
language barriers.
Besides making sure that people from all or most ethnic
background will accept your brand’s name, it should also be
memorable and easy to communicate in packing and advertising.
It possible the name should also complement the overall core
values of the company. For instance, pampers was a perfect name
for the diaper line that proctor and gamble launched in the
late1970s.the name is easy to say has a positive associations and
links to the performance of the products. Besides that the brand
came out at a time when cloth diapers were still largely popular
with mothers. By the name alone mother could make the switch to
disposable diapers that were more convenient without feeling that
the product would compromise the comfort or pampering of their
child.
In case of large companies a brand name can help propel a product
or service through marketplace in other instance, particularly with
younger brands, the descriptiveness of the name can have a strong
influence on how well it is accepted. For others, the name has no
meaning at all until broader identity building programs are building
- - 78
around the name [such as ESPN, Foster’s Lager, Tide laundry

detergent, JCB]
What is the Positioning?

Positioning is the art of creating a brand that can persuade
and realistically demonstrated its relevance to a customer’s daily
life to become his 0r her regular choice.
Positioning is not created by the marketer or the individual brand
itself but by how others perceive it. In fact,Congreve says that “the
brand is not created by the marketers at all, but rather by the
customers .marketers doesn’t create the positioning in his or her
mind.”
For instance, bread and milk are not branded items and despite
companies push to try and brand the two products no company has
found much success-building brand equally. When customers want
either one of those staple items, they usually choose what is on sale
or is available on their local grocers; shelves Beer and Cola on the
other hand are heavily branded product categories. Consumers have
formed relationship with and will search out their preferred brands.
To position your offering properly, you need to identify the key

attributes or benefits that represent the value of your product or
service. That will, in turn, create trust in your brand. As you begin
to understand the relationship that your customers have with your
brand, you will be able to more efficiently meet their needs, wants
and desires through your brand. “Positioning is everything” says
Dettore. “Positioning studies identify the audience according to
their needs, expectations and wants. Those drivers then come into
developing products and services that best fit those audiences’
needs and wants.”
- - 79
While marketers do not literally position brands, they can have a

significant on how they are positioned several characteristics can
work in a positioning campaign, such as
Relevance to customer’s lifestyle – the more apparent the
connection is between the brand and the prospect’s daily activities,
the greater the chances are that the prospect will buy that product
Relevance, or the connection that the prospect has to the brand
identity, is how customers ultimately decide which brands to buy
and which they will discard.
2. Promises backed by support – Benefits need to be backed with

some sort of persuasive reason to believe the product’s hype.
Many times, products or services have formula or patent that is
“unique” from all the other brands out there.
3.Message of the brand is clear and focused –No matter how

brilliant a strategy you have , you need to be clear about the
message.For examples ,” JCB INDIA LTD. – Hard working by
design “.
Five Ways to Promote Your Unique Identity

Your logo and tagline are valuable property. Make them a visible
thread that runs through all your promotions. Here are five great
- - 80
ways to get your brand name out there in front of consumers:
1. Give Away Something People Will Expose To Others
Instead of just giving away a freebie that has a one-time use,

provide a valuable service or product that will get used or seen by
other people. I use this strategy by providing free newsletter
templates. At the bottom of the templates you'll find my brand. It's
great exposure and a wonderful traffic-generating tool.
Free eBooks, free email, free websites, free pens, free t-shirts, free
baseball caps... all these are great examples of things people use
and expose to others. Take a good look at your own products and
services. What can you give away?
2. Encourage Interactivity
We are social creatures. Everyone likes to be included -to have the

opportunity to put in their 2 cents worth. Encourage people to get
involved with your business. Invite questions, ask for feedback, run
a contest, sponsor teleclasses or chat sessions, or moderate a
discussion board. For every person you make a connection with,
you have created the opportunity to ignite a word-of-mouth
campaign that stretches through everyone they know.
Take a peek at Pepsi.com for a look at brand marketing through

interactivity. On their home page they are actively recruiting every
carbonated beverage drinker on the planet to "make a difference"
and become a Pepsi Advisor.
Strawberry/Kiwi Pepsi. What do you think? Pssst... tell your

friends!
- - 81
3. Brand Your Digital and Print Communications
If you type it, write it, or touch it... brand it. If you're within
breathing distance of it - try to brand it. Leave evidence of your
unique business identity everywhere you can. Your website, all
your outgoing postal mail, and all electronic mail should include
your business name or logo, your tagline, email address, website
URL, phone number, and mailing address. And a handy supply of
business cards is a must any time you leave the office.
4. Give Away Your Knowledge

Writing articles and making them available for reprint is an
especially powerful method of spreading your name. Published
articles often remain in the public eye for years. I have dozens of
articles on numerous sites, all of them tirelessly promoting my
business without any effort on my part. One article in particular
that was published in Success Digest over 3 years ago still brings in
traffic to this day.
5. Make it Easy For Others To Toot Your Horn
Word-of-mouth referrals are the best kind of exposure you can get.
There's nothing more powerful than a personal endorsement from a
satisfied customer. Make it easy for people to tell their friends and
family about your product or service. Rarely a day goes by on my
site that someone hasn't emailed a friend using my handy online
referral form. This is a branding tool that every business should
employ.
In the end, the name of the game is repeatedly exposing consumers

to your unique business identity - your brand. The above strategies
are viral marketing tools in that they are far-reaching and long-
- - 82
lasting, and that's a great combination for long term business

success.
The above mentioned ways to promote a brand are the one’s as on
the internet
But according to me there are three ways in which we can promote
a brand
Through MEDIA only - This is the simplest and the easiest way to
promote a brand .It includes normal advertisements in magazines
or on T.V. without the use of brand ambassador. Though it is a
cheap way to promote the brand but it has very little effect on the
public.
Through MEDIA with BRAND AMBASSADOR- In this method

we assign a known personality as a brand ambassador for the
company. The known personality could be either from SPORTS or
FILM INDUSTRY; as these two are the well-known areas among
general public and promotion becomes easy.
EVENTS/ SPORTS-
Owning a sport /event : This is a long term strategy wherein a
company promotes a particular sport or an event , like ESPN STAR
SPORTS are doing at the moment , they are promoting Premier
Hockey league (PHL) , which is a unique hockey format tailor
made for Generation next and have all commercial ingredients.
There are other examples as well , SAHARA associated with
Cricket , UB group is associated with National Football League but
these are just few names which one can count on fingertips as this
type of marketing communication strategy can be costly, time
consuming and risky .
Association with the event : Company’s can sponsor Events like
Wimbledon Olympic ,F1 ,Cricket Test Match series or a one day
- - 83
series . The main thing here is how to evaluate an event before

sponsoring . This can be understood by the model given below:
Association with the celebrity : This is the most common strategy

companies adopt to increase brand awareness or refresh the brand
image or add new dimension to the brand image . Celebrities are
public figure and enjoy mass appeal so their association with the
brand helps in attracting eyeballs of the public .
Companies frequently use celebrity as their spokesperson to deliver
their advertising message and convince consumer of their brands .
Like , TVS motors is using Sachin Tendulkar as their Brand
Ambassador or spokesperson to promote their Bikes
MARKET COMMUNICATION STRATEGY FOR JCB
Owning a sport : JCB machines work in toughest of conditions

and sports , which can compliment this nature of our machines are
wrestling , car rally, Marathon, Cycling ,Rugby, etc. If you look at
- - 84
cost effective option then Marathon could be the best sport to

promote by JCB.
Few months back Standard Charted bank organized marathon in
Mumbai , which was covered by all the media (print,T.V., radio)
and patronage by bollywood stars , page 3 celebrities and some big
names in international athletic field .
Standard Charted bank drew lot attention through this sport.
Endorsing an event : It is very important to know that which sports

suit best to JCB , this can be understood better by the model given
below:
SPORT EVENT AUDIENCE GEOGRA RELEVA- MEDIA COST

-PHICAL NCE T0 COVER-
COVER- JCB AGE
AGE
Tennis Davis Upper Across No Davis Medium
Cup , middle class India Cup ,
Chennai ,elite class Chennai
open , and college open
Satellite going would be
open students covered
by all
Cricket Test series, All segments Across yes Will be Very
one day of society and India covered high
series good by all
penetration with
rate exclusive
coverage
on the
event and
almost 3
- - 85
hours of
Air time
on T.V.
during the
day
Hockey PHL(Premier All segments Punjab yes PHL will Modera
Hockey of society but Rajasthan be
league), penetration Tamilnadu covered
international rate is poor A.P., by all
test series Maharas- media
htra,
Manipur
Football NFL, All segments Kerela, yes Only print Low
Santosh of society but West media and
trophy penetration Bengal, on T.V.
rate is poor mumbai, by
goa Doorda-
rshan
Common- Games in All segments Across yes Will be low
wealth 2010 of society India covered
games with medium by all
penetration media
rate
As per above model ,the biggest mileage a sport can give in India is
Cricket as it is being promoted by many T.V. channels and already
making inroads into different geographical locations of the country.
- - 86
Customer FeedBack Report
Introduction
On 10Th JULY, 07we started our induction process in the parts

department. We were instructed to report to Mr. J.S Narula (chief
manager, parts marketing). He subsequently task us to roport to Mr.
Virendra Sharma (Area Service Manager).
We were given the following objectives for the week of 10th

JULY. to 20th JULY., 2007
Visit classified Auto Distributors, Noida and study how dealership

and service issues are managed.
Understand issues related to warranty and how these issues are
managed between the dealer and the company.
Visit the sites where JCB. Machines are being operated and meet
the customers.
Undertake activities like, Machines Inspection, Preventive
maintenance tips to operators, give tips on machine operation,
Demonstration of benefits of JCB Genuine Parts, Awareness about
JCB attachment, Awarness about JCB service (EWI, ASC, Paid
jobs and Workshop Services), Awareness about machine range.
- - 87
Day Wise Break-Up Of Activities Undertaken

Day-1
Meeting with Mr. Virendra Sharma, basic introduction of Service

Department’s organisation and hierarchy, Introduction to dealer’s
operations vis-à-vis Classified Auto Distributors, Noida.
Day-2
Introduction to Dealer performance rating and appraisals, Quality

audits, Visit to classified Auto Distributors, Resolution of
Customer complaints, Parts Marketing, Warranty related issues
and settlement of claims, Structure of free services, Paid Services,
Annual Services Contracts, Extended warranty, Maintenance of
record and service history at Dealer end.
Day-3
Visit to various customer sites with Mr. Tyagi from Classified Auto
Distrubutors, Noida. Undertook activities related to parts marketing
mentioned in point – 4 above, Customer requirements documented.
Visited four customer locations at Ghaziabad and Noida.
- - 88
Day-4
Visit to customer sites where Valve Block Leakage was

reported,Inspection on a 3-D machine for parts requirement, Visit
Surajpur and subsequent inspection of four 3-D machines for parts
and service requirements, Meeting with Mr. Virendra Sharma at
Classified Auto Distributors, Noida.
Day-5
Visit to Classified Auto Distributors for understanding of a dealer’s

functioning and final reporting to the Area Service Manager.
Customer Visited
- - 89
Sr.No Machine Number / Customer’s Name Location

Type
1. 1038518 / 3DX Arun Tyagi Ghaziabad
2. 1037515 / 3DX Mehar Chand Ghaziabad
3. 1249512 / 3DX R.K. Tyagi Ghaziabad
4. 1027693 / 3D
5. 1041102 / 3DX Vinod Sharma Noida
6. 1246128 / 3DX Sher Singh Noida
7. 1028773 / 3D I.S Pradhan Surajpur

8. 1034082 / 3D
9. 1031207 / 3D
10. 9-816450 / 3D
11. 1039318 / 3D
12. 1038300 / 3DX Surinder Singh Dadri

Nagar
Summary
- - 90
We met a number of customers on the site and at the same time we

reviewed all the processes and systems in place at Classified Auto
Distributors. Taking a bird’s eye view of the whole situation, it can
be said that Classified Auto Distributors is consistently doing a
good job where it comes to customer relationship. The complaints
are well documented and the response time for them is also by the
norms. If we look at the figures, CAD is covering 563 machines
under warranty and 479 machines beyond warranty, 62 machines
are on annual service contract as on 30th June 2006.Although, as
per our observation, even though CAD is understaffed, And needs
inception of more service engineers [Target (Available) Service
engineers required 25(18), service technicians 27(14) and traniees
7(16)] CAD has been very successful in maintaining very good
machine coverage, both under warranty and beyond warranty. The
average response and restoration time is also satisfactory, which
was evident from customer’s response.
As we went for our induction to Classified Auto Distributors, it

was pretty much evident that they are maintaining good quality
reports and documentation was so clear that we had no problems in
understanding the procedures. Some complaints were raised from
the customer’s end, which came to our attention too; they were
looked into very prompt and resolved very quickly.
There are some technical issues, which need to be addressed

quickly we have included them in later section and the suggestion
we could come up within a limited amount of time.
Technical Issues Confronted During Machine Inspection
- - 91
1. 1. Repetitive problems encountered in hydraulic pump

flange in 3DX machines. Customers roported that it is
prone to failure.
2. Customers are not satisfied with the positioning of the

hydraulic tank and diesel
3. tank. It has been reported to be prone to damage as compared
with 3D machines.
4. Hydraulic tank’s cap is the major area of concerned in 3DX

as reported by the
5. customers .
6. Almost all the customers reported braking problem.
7. Some customers reported that the cabin glasses developed

cracks by themselves.
8. Bucket and dipper RAM seals leakage.
9. Front axle pin bush play.
10. Knobs on control levers are of a lower quality and there

failure is very common and repetitive.
11. Engine over heating was reported in many cases. Steer

ram pipe is also prone to cracking as it is not secured properly
to any bracket.
- - 92
12. Exhaust pipe should be clamped securely to the silencer

as after operating the
13. machine for some time, differential expansion takes
place and noise starts coming.
Suggestions
The number of service technicians should be augmented to

facilitate a timely response and a fast resolution of problems.
Another parts counter should The machine population is
increasing exponentially, Considering this be maintained at the
dealer end, which can supply parts “over the counter “ 24/ 7.
This can be done atleast for the beyond warrantymachine
customers. This was we will not loosing our customer to “non
availability”on Saturdays and Sundays.
Note:- Please find enclosed the Customer Contact Reports.
Sr. Machine Owner’s Follow Up

No. No./ Type Name
1. 1038518 / Arun Tyagi Immediate requirements of
3DX knobs, for control lever and
silencer pipe.
Need for sale of parts “Over
the Counter”, at 24/ 7 basis.
At least fast moving
components should be made
available for sale.
The KPC center mount bolt
was loose. This need to be
- - 93
checked at the customer

reported that it gets loosened
very frequently.
2. 1037515 / Mehar Customer is interested in

3DX Chand buying a hydraulic pump under
Sharma combo offer.
There is a need of 20 Kgs. Of
greese.
Machine is just underwent
service and is working
satisfactorily.
3. 1249512 / R.K Tyagi There is a part requirement,

3DX which need to be addressed.
Reported a Excavator valve
block leakage which was
checked on site and found to
be OK.
4. 1041102 / Vinod Machine is working under

3DX Sharma Krishna Automobiles.
Customer reported that parts
available is very poor and
service is not done properly.
Krishna Automobiles was
informed about the problem.
Pin Bush Kit and Excavator
Teeth Kit is required.
5. 1246128 / Sher Singh Problem with Transmission Oil
3DX Temp. Indicator.
Intrested in the JS Machine
- - 94
ranage and wants to know the

features and advantages in a
greater detail.
6. 1027693 / R.k Tyagi Machine is in dire need of

3D service and KPC centre mount
is loose.
Rear axle hub seal is leaking.
Dipper and Bucket Ram’s are
leaking .
KPC needs overhauling.
7. 1028773 / I.S Pradhan Excavator valve block leakage.

3D Loader arm crack.
8. 1034082 / I.S Pradhan Front axle play.

3D Excavator valve block leakage.
Excavator bucket cracking.
9. 1031207 / I.S Pradhan All side glasses in the cabin are

3D broken.
Having a problem with door
locks.
10. 9-816450 / I.S Pradhan Loader valve block leakage.

3D Wants more information on the
JS machine range. Requires a
teeth set for both loader bucket
and excavator bucket.
11 1039318 / I.S Pradhan Immediate requirement of a

3D hose kit set.
- - 95
Hydraulic tank’s cap fails often

and need immediate
rectification.
12. 1038300 / Surinder Replacement of cabin.

3DX Singh Checking of o-rings on ARV,
Nagar as loader bucket comes down
by itself.
Transmission oil temp. switch
needs to be replaced.
Exhaust pipe should be
clamped as during operation it
vibrates and gives a lot of
noise.
Steer ram pipe is prone to
external cracks, as it is not
secured properly.
Parts And Service Department

- - 96
Organizational Structure of Service and Parts Marketing

departments.
Issue related to Machine performance in the field.
Conditions under which JCB Machines operated in India.
Specific information about Dealer Performance rating,after sales

service,
warranty and Annual Service Contract.
Customer expectations and techanical problems.
First hand experience on how customer problems are addressed and

how machine is restored within the stipulated time.
Parts warehousing and the way JCB genuine parts are put into
market.
The advantages and special features of JCB geniune parts and

attachments.
How to handle customer grievances and convince them.
Technicalities involved in the service department.
- - 97
KEY LEARNING POINTS:-
Different product range.
Knowledge about J.C.B Genuine parts, there benefits and features.
Machine inspection tips.
Knowledge about JCB attatchments.
Machine maintenance tips.
Causes of frequent failure of machine in the fields.
After sale service, maintenance contracts, extended warranty and

annual service contract.
Customer’s views about the machines and its performance.
Performance ratings of the dealers and there past records, quality of

documentation and response to customers.
Conditions under which machines perform and service conditions.
Suggestions To The Dealer
- - 98
The way records are kept is satisfactory, but to decrease the

Restoration time and immediate service, record should be digitized
for easy and fast access.
More number of service technicians should be recruited in order to

aid a faster response to customer’s problems.
Over the counter parts availability should be improved sales of

parts should continue even on weekends, so that customer do not
switch to Non - Genuine parts.
Dispatch of parts should be prompt in order to meet the customer’s

expectations.
Area of servicing the machines should be increased and a proper

service facility should be put up.
Awareness about the new machine range should be increased

among the existing customer base.
Gift’s like JCB Consumer Product Should be provided to existing

customers from time to time to increase the good will of the
company.
Awareness level of JCB Tracked Excavators
- - 99
45%
Yes
55% No
Analysis
Most of the customers were aware of the fact that JCB has
Tracked Excavators in its product range but didn't had any
information about its features and performance capabilities.
A few customers expressed total ignorance about JCB Tracked
Excavators.
Conclusions
The overall awareness levels of JCB Tracked Excavators are
abysmally low at the moment. There is a need to address this
issue at the earliest.
However almost all the customers were fully aware of JCB's
backhoe loaders, which show its dominance in the backhoe
loader segment.
- - 100
Main Features / Services Liked about JCB
0 2 4 6 8
Pric Out Fuel Afte Spa Spa Res mai
e put con r re re ale ntai
No. of Owners 0.1 5 7.5 4 3 0.1 0.1 2.5
Tracked Excavator
Analysis
The main feature liked in JCB Tracked Excavators was its low Fuel
Consumption followed by the Output of the machine.
Conclusions
Most of the customers were unable to list out their likes as they've
never had the opportunity to see the machine in operation and
lacked any kind of information about its features.
Concerns for JCB Tracked Excavators
- - 101
Analysis
The major concerns were Spare Parts Pricing followed by their
Availability and the After Sales Services.
The price and output of the machine were also considered to be
letdowns by a few of the customers.
Conclusion
The overall performance of the JCB Tracked Excavators is
perceived to be not as good as its competitors.
Brands of Tracked Excavators Owned
- - 102
No. of Owners
25
20
15
10
5
0
L & T Tata Caterpil
JCB Others
Komats Hitachi lar
No. of Owners 1 20 15 10 10
Analysis
The above figures correspond to the number of owners having
these Tracked Excavators. The actual number of machines would
be much higher.thers include Volvo, Samsung etc.
Conclusions
From among the above owners, twenty of them owned backhoe
loaders of JCB (mainly JCB 3D). In fact only three owners had
backhoe loaders from other than JCB. Thus the acceptability of the
JCB products offers an opportunity for the company's Tracked
Excavators to get a foothold in the market in the coming years.
Considering JCB Tracked Excavator for Next Purchase
- - 103
yes
29%
No
71%
Analysis
The majority of the owners (22 i.e. 71 %) weren't keen to consider
JCB Tracked Excavators for their next purchase.
L&T Komatsu, Tata Hitachi and Caterpillar are the preferred
brands for next purchases which can be attributed to fact that they
have proven reliability and have established themselves in this
category over the past many years.
Conclusions
The popularity of the machine is a major factor in deciding the
purchase. JCB Tracked Excavators at the moment aren't popular in
the market.
- - 104
A section of the owners might consider buying JCB tracked

Excavators provided it's able to bear the workload of the projects
over a longer period of time. The emphasis is on increasing the
awareness of the machines by educating customers about its
capabilities, performances and benefits.
Recommending ICE Tracked Excavators to Others
Definitely
Recommen Definitely
ded Not
10% Recommen
ded
33%
May/Not
Recommen
ded
57%
Analysis
- - 105
The majority is not keen to recommend these machines to others.

Few might recommend these machines primarily based on the fact
that these Machines comes from the house of JCB which is known
for bringing out quality Products.
Conclusion
The customers are reluctant to recommend these machines as the
reliability of the JCB Tracked Excavators is still in doubt.
- - 106

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TWO MONTHS

INDUSTRIAL TRAINING REPORT

“A STUDY ON BRAND POSITIONING, MARKETING

JCB INDIA LTD

[A COMPANY WITH EXCELLENCE]

It was a great experience undergoing my two months industrial

With profound respect and gratitude, I take the opportunity to

They have been a constant source of inspiration to me throughout

INTRODUCTION ABOUT JCB

JCB MISSION AND QUALITY POLICY

2. Resources will be provided to continually improve the

STORY BEHIND JCB PROMOTION

JCB is Europe’s largest manufacturer of construction equipment,

with 930 locations worldwide to spread the risk of anyone

JCB has business objectives to achieve 10% of the world market

JCB INDIA LIMITED – A PROFILE

Equipment Population : Over 19000

Manufacturing Location : Ballabgrah, Haryana

JCB India Offices : 21

Dealership Outlets : 140

JCB India Limited Rs. 550 crore manufacturer of earthmoving and

J.C. Bamford Excavators Limited of United Kingdom is ranked in

THE JCB WORLD ORGANIATION

Number of employees : 4000

The company was founded in 1945 by JOSEPH CYRIL

JCB built the world first backhoe loader in 1945.

Current products range include backhoe loaders, wheeled and

JCB is the world fifth largest manufacturer of construction

JCB is the largest manufacturer of backhoe loaders and telescopic

Manufacturing locations: UK (6), INDIA (I), USA (I), BRAZIL (I)

Percentage of sales invested in R & D 4%.

I hereby declare that the project report entitled

“A STUDY ON BRAND POSITIONING, MARKETING

Submitted in partial fulfillment of requirement of Masters of

PLACE : Gurgaon DATE : 04/09/07

JCB started as one man's dream. It is the classic entrepreneurial

This instance explains when John Wheeldon wanted to buy for

Because of some inherent problems this John Wheeldon himself

It was here in this new chicken factory converted into machine

At the same time JCB launched Mater Loader, a smaller version of

The JCB’s first backhoe was produced MK1 to which a major

Just before this Ruston B was launched. When there was a

develop idea who retired as director service standards in 1991, 45th

The next major breakthrough was in 1957 when hydra-digger was

For the reminder of 1950’s Mr. Bamford concentrated developing

Then came more sophisticated JCB 4 that replaced Hydra-Digga in

In 1961 JCB’s unveiled was constantly improved version of JCB 4,

A huge amount was spent for rectification and astonishingly in this

The most enjoyable aspect of working with JCB is cautious

It was connected to 3D machine, replacing a digger, and quoted

It was unbelievable that operators were fighting to get a visit of

JCB’S SPREAD IN THE WORLD AND

In this way JCB took off by different new machines and

In India, JCB is a generic name for backhoe loaders and they

• Ministry of Surface Transport

Terex Vectra Equipment (P) Limited, a 50:50 joint venture

The JV Company has invested USD 12 million and come up with

Terex Corporation, USA is the 3rd largest Construction Equipment

Vectra is a UK based group, managed by NRIs, with operations in

and jointly with other JV partners, manufacturing facilities in

The company has put up an effective dealership network across

• Terex TX760 Backhoe Loader-A powerful 7.60 tons rugged