Final Report Maruti Suzuki

SALES PROMOTION IN MARUTI
JAMKASH VEHICLEADES
Jamkash vehicleades and highland are the two major dealershi organi!ations
o" mar#ti in Jamm# $ Kashmir% it&s an a#thori!ed service station o" Mar#ti%
It was aro#nd '' (ears )ack when it started it&s jo#rne( at *%C%+oad% It is a
large gro# with si, Mar#ti a#thori!e dealershis and seven dealer
workshos and e,tension co#nters over J$K- .#nja) and H%.% jamkash is
located // kms awa( "rom the cit( in Jamm#% 0he vario#s locations are as
#nder1
/% .athankot vehicleades 23 ltd%athankot 2.#nja)3%
'% J$k vehicleades 23 ltd%- #dham#r 2j$k3%
4% Jamkash vehicleades 23 ltd%- Srinagar with its dealer&s worksho at
)aram#lla%
5% Jamkash vehicleades 23 ltd%- Srinagar with its dealer&s worksho at
*%C% road Jamm# and channi himat%
6% Kangra vehicleades at nagrota )hawan 2H%.3%
7% AAA vehicleades- 8ew Delhi%
9% E,tension co#nters1 +ajo#ri: .oonch- +%S%#ra 2j$k3 *etala- ;ethe garh
ch#rian- <#rdas#r 2.#nja)3- Cham)a 2H%.3%
=% Mar#ti Driving School- Jamm# $ one is coming # in Srinagar%
All the dealer workshos are e>#ied with the most modern machines and
)est ossi)le c#stomer care "acilities%
M.B.S Business School Page 1
A?A+DS
Jamkash has roved its e,cellence )( winning so man( awards% ;ollowing are
the awards won )( jamkash vehicleades1
*est .er"ormance schemes%
E,cellence in sare arts highest M<A o"" take er vehicle 2@7AAA3%
*est Market share to cit( categor(BC%
E,cellence in Service Lowest C#stomer comlaints:/AAAA serviced $
lowest resol#tion time%
*est all ro#nd er"ormance%
*est er"ormance in ?:+ sales%
*est E,change .er"ormance%
*est service marketing works managers meet 28orth '3%
C#tstanding er"ormance in instit#tional sales%
Dealer sares o"" take 5 croresB7 crores% 20o ' growth dealers3%
All model sales award winner D categor(%
Most consistent e""orts in r#ral marketing% All India winners%
All India )est H+ ractices winner categor( *%
*est market share award to categor( C%
Star award "or service $ reair%
Highest M<A o"" take er vehicle%
*est ?:+ $ Sales er"ormance%
*est government sales%
Highest M<A o"" take er vehicle 2@4AAAvehicles3%
Mr%<%S%*awa Mgr% Sales has won the D)est Sales Manager
AwardE'AA9BA= 8BII$HAS *EE8 .+CMC0ED 0C A<M Sales%
All India winners in most consistent e""orts in r#ral marketing%
+ecentl( won = awards )( Mar#ti S#!#ki India ltd% In a dealer&s
con"erence held at *ancock%
Aart "rom the awards the administration is also contri)#ting a lot in
coman(&s e,cellence% 0he Managing Director is Mrs%<F8JA8 +A8A who is
taking care o" jamkash as well as 0ake one- which is a media network$ the
<eneral Manager is Col% +A00A8 SI8<H 2+etd%3- who is taking care o"
entire )#siness in Jamm# region%
I80+CDFC0IC8
CVE+VIE? C; AF0CMC*ILE I8DFS0+G
Car man#"act#ring in India "irst )egan in late /H5As% Earlier a co#le o" cars
made )( "oreign technolog( were man#"act#red in India% *#t now- cars made
m( Indian car man#"act#rers dominate the )#siness%
0he "#t#re o" car man#"act#ring in India is )right% Sensing this- "oreign car
man#"act#rers like ;ord- 0o(ota- H(#ndai- S#!#ki- Honda and Skoda are
sreading their )ase in the co#ntr(% Domestic car man#"act#rers have also
contri)#ted to the growth o" the a#tomo)ile ind#str( in India%
Indian a#tomo)ile ind#str( has grown leas and )o#nds since /=H=- a time
when a car had to#ched the Indian streets "or the "irst time% At resent it
holds a romising tenth osition in the entire world with )eing I ' in two
wheelers and I 5 in commercial vehicles% ?ithstanding a growth rate o" /=J
er ann#m and an ann#al rod#ction o" more than ' million #nits- it ma( not
)e an e,aggeration to sa( that this ind#str( in the coming (ears will soon
to#ch a "ig#re o" /A million #nits er (ear%
+EASC8S C; <+C?0H
Economic li)erali!ation- increase in er caita income- vario#s ta, relie"
olicies- eas( accessi)ilit( o" "inance- la#nch o" new models and e,citing
disco#nt o""ers made )( dealers all together have res#lted in to a st#endo#s
growth o" India a#tomo)ile ind#str(%
MA+KE0 SHA+E
A#tomo)ile ind#str( o" India can )e )roadl( classi"ied #nder assenger
vehicles- commercial vehicles- three wheelers and two wheelers- with two
wheelers having a ma,im#m market share o" more than 96J% A#tomo)ile
comanies o" India- Korea- E#roe and Jaan have a signi"icant hold on the
Indian market share% 0ata Motors rod#ces ma,im#m n#m)ers o" mid and
large si!e commercial vehicles- holding more that 7AJ o" the market share%
Motorc(cles tos the charts o" two wheelers with Hero Honda )eing the ke(
la(er% *ajaj )( "ar is the n#m)er one man#"act#rer o" three wheelers in
India%
.assenger vehicle section is majorl( r#led )( the car man#"act#rers cat#ring
over ='J o" the total market share% Mar#ti since long has )een the )iggest car
man#"act#rer and holds more that 6AJ o" the entire market%
<lo)al recession has imacted- the Indian a#tomo)ile ind#str( also and can
)e seen clearl( in the sales "ig#res o" the last "inancial (ear% Even then this
ind#str( has high hoes in 'AAHB'A/A- as )anks have red#ced loan interest
rates and the major ch#nk o" a#tomo)ile c#stomers )elong to the middle
income gro# who are )ecoming economicall( stronger with ever( assing
da(%
M.B.S Business School Page
0HE .C.FLA+ CA+ MA8F;AC0F+E+S I8 I8DIA A+E1
;iat India .rivate Ltd1 0he ;iat India that )elongs to the ;iat A#to Sa gro#
o" Ital( gives worldBclass cars to the co#ntr(% 0his gro# has entered the
motor vehicle sector more than one h#ndred (ears ago and has earned "ame
not onl( in India- )#t also a)road% *esides KFnoK- which is E#roeKs "avorite
car "or the last two decades- the )rands like .alio- .etra and Advent#re have
also )ecome "amo#s%
;ord India .rivate Ltd! It was originall( an American coman(% It entered
the Indian market in the (ear /H== and la#nched ;ord Escort% 0he ;ord Ikon
la#nched in 'AA/ was a s#ccess"#l car in India% Cther )rands o" ;ord like
;ord ;#sion- ;ord ;iesta- ;ord Mondeo and ;ord Endeavo#r also gained
o#larit( in India.
<eneral Motors India! 0his glo)al leader entered the Indian market as a joint
vent#re with the C%K% now it is a "#ll( owned s#)sidiar( o" the *irla <ro#%
0his gro# has also introd#ced cars like Chevrolet Ctra and Chevrolet
0avera 2MFV3 in India%
Hind#stan Motors ! 0his "lagshi coman( o" the C%K% *irla <ro# was
esta)lished )( Mr% *%M% *irla% Some o" the most o#lar )rands o" this car
man#"act#rer are Am)assador- Contessa and Mits#)ishi Lancer% Cther
remarka)le )rands o" this coman( are 0rekker- .orter and .#shak%
H(#ndai Motors! H(#ndai Motor India Limited 2HMIL3 is not onl( the
second largest car man#"act#rer in India- )#t is also the "astest growing
among the car man#"act#rers in India% 0he o#larit( o" Santro- <et!-
M.B.S Business School Page "
Accent- Elantra- Sonata Em)era and 0#scon is roo" o" its s#ccess% 0he
coman( is an ISC /5AA/%
Mar#ti S#!#ki India Ltd%! 0his is the "irst a#tomo)ile coman( in the world
to have an ISC HAAA1'AAA certi"icate% It has a joint vent#re with S#!#ki Motor
Cororation% 0he o#lar models o" this gro# are Alto- *aleno- Swi"t-
?agonB+ and Len%
0ata Motors Limited! It is IndiaKs largest a#tomo)ile coman(- the largest
commercial vehicle man#"act#rer- the second largest assenger car
man#"act#rer in India and the "i"th largest medi#m and heav( commercial
vehicle man#"act#rer in the world% 0he o#lar )rands o" the coman( are
0ata Indica- 0ata Indigo- 0ata S#mo and 0ata Sa"ari%
0ata 8ano! +ecentl( 0ata Motor la#nch India cheaest car 0ata 8ano in
one lakh r#ees.
0o(ota Kirloskar Motor Ltd ! ?ith a joint vent#re with 0o(ota Motor
Cororation Jaan- the Kirloskar <ro# o" India holds =HJ e>#it( o" the
coman(% 0he most o#lar )rands o" this gro# in India are Camr(- Corolla-
.rado and Innova
M.B.S Business School Page #
MA+F0I SFLFKI
Mar#ti S#!#ki India Limited is a #)licl( listed a#tomaker in India% It is a
leading "o#rBwheeler a#tomo)ile man#"act#rer in So#th Asia% S#!#ki
Motor Cororation o" Jaan holds a majorit( stake in the coman(% It
was the "irst coman( in India to massBrod#ce and sell more than a
million cars% It is largel( credited "or having )ro#ght in an a#tomo)ile
revol#tion to India% It is the market leader in India and on /9 Setem)er
'AA9- Mar#ti Fd(og was renamed Mar#ti S#!#ki India Limited%
.+C;ILE
Mar#ti S#!#ki lant in <#rgaon
Mar#ti S#!#ki is one o" IndiaKs leading a#tomo)ile man#"act#rers and the
market leader in the car segment- )oth in terms o" vol#me o" vehicles sold and
reven#e earned% Fntil recentl(- /=%'=J o" the coman( was owned )( the
Indian government- and 65%'J )( S#!#ki o" Jaan% 0he Indian government
held an initial #)lic o""ering o" '6J o" the coman( in J#ne 'AA4% As o" Ma(
M.B.S Business School Page $
/A- 'AA9- <ovt% o" India sold its comlete share to Indian "inancial instit#tions%
?ith this- <ovt% o" India no longer has stake in Mar#ti Fd(og%
Mar#ti Fd(og Limited 2MFL3 was esta)lished in ;e)r#ar( /H=/- tho#gh the
act#al rod#ction commenced in /H=4 with the Mar#ti =AA- )ased on the
S#!#ki Alto kei car which at the time was the onl( modern car availa)le in
India- itsK onl( cometitorsB the Hind#stan Am)assador and .remier .admini
were )oth aro#nd '6 (ears o#t o" date at that oint% 0hro#gh 'AA5- Mar#ti
has rod#ced over 6 Million vehicles% Mar#ti&s are sold in India and vario#s
several other co#ntries- deending #on e,ort orders% Cars similar to
Mar#tis 2)#t not man#"act#red )( Mar#ti Fd(og3 are sold )( S#!#ki and
man#"act#red in .akistan and other So#th Asian co#ntries%
0he coman( ann#all( e,orts more than 6A-AAA cars and has an e,tremel(
large domestic market in India selling over 94A-AAA cars ann#all(% Mar#ti =AA-
till 'AA5- was the IndiaKs largest selling comact car ever since it was la#nched
in /H=4% More than a million #nits o" this car have )een sold worldwide so "ar%
C#rrentl(- Mar#ti Alto tos the sales charts and Mar#ti Swi"t is the largest
selling in A' segment%
D#e to the large n#m)er o" Mar#ti =AAs sold in the Indian market- the term
MMar#tiM is commonl( #sed to re"er to this comact car model% 0ill recentl(
the term MMar#tiM- in o#lar Indian c#lt#re- was associated to the Mar#ti
=AA model%
Mar#ti S#!#ki India Limited- a s#)sidiar( o" S#!#ki Motor Cororation o"
Jaan- has )een the leader o" the Indian car market "or over two decades%
M.B.S Business School Page %
It&s man#"act#ring "acilities are located at two "acilities <#rgaon and
Manesar so#th o" 8ew Delhi% Mar#ti&s <#rgaon "acilit( has an installed
caacit( o" 46A-AAA #nits er ann#m% 0he Manesar "acilities- la#nched in
;e)r#ar( 'AA9 comrise a vehicle assem)l( lant with a caacit( o" /AA-AAA
#nits er (ear and a Diesel Engine lant with an ann#al caacit( o" /AA-AAA
engines and transmissions% Manesar and <#rgaon "acilities have a com)ined
caa)ilit( to rod#ce over 9AA-AAA #nits ann#all(%
More than hal" the cars sold in India are Mar#ti cars% 0he coman( is a
s#)sidiar( o" S#!#ki Motor Cororation- Jaan- which owns 65%' er cent o"
Mar#ti% 0he rest is owned )( the #)lic and "inancial instit#tions% It is listed
on the *om)a( Stock E,change and 8ational Stock E,change in India%
D#ring 'AA9BA=- Mar#ti S#!#ki sold 975-=5' cars- o" which 64-A'5 were
e,orted% In allover si, million Mar#ti cars are on Indian roads since the
"irst car was rolled o#t on Decem)er /5- /H=4%
Mar#ti S#!#ki o""ers /4 models- Mar#ti =AA- Cmni- Alto- Versa- +it!- <(s(-
A Star- ?agon +- Len Estilo- +it!- Swi"t- Swi"t D!ire- SN5- <rand Vitara%
Swi"t- Swi"t d!ire- A star and SN5 are ma#"act#red in Manesar- <rand Vitara
imorted "rom Jaan as a comletel( )#ilt #nit 2C*F3- remaining all models
are man#"act#red in Mar#ti S#!#kiKs <#rgaon .lant%
S#!#ki Motor Cororation- the arent coman(- is a glo)al leader in mini and
comact cars "or three decades% S#!#ki&s technical s#eriorit( lies in its a)ilit(
to ack ower and er"ormance into a comact- lightweight engine that is
clean and "#el e""icient%
M.B.S Business School Page 1&
Mar#ti is clearl( an Demlo(er o" choiceE "or a#tomotive engineers and (o#ng
managers "rom across the co#ntr(% 8earl( 96-AAA eole are emlo(ed
directl( )( Mar#ti and its artners%
vision
vision
0he leader in A#tomo)ile ind#str(- Creating C#stomers delight and
Shareholders wealth- Oa ride o" India&%
S?C0 Anal(sis
S0+E8<0HS
/% *igger name in the market%
'% Esta)lished distri)#tion $ a"ter sales network%
4% Fnderstanding o" the Indian market%
5% A)ilit( to design rod#ct with di""erentiating "eat#res%
6% *rand Image%
7% E,erience $ Knowledge how in technolog(%
9% 0r#st o" .eole%
=% Mar#ti Fd(og Ltd% is the market leader "or more than decade%
H% Has a great dealershi chain in the market%
/A%*etter a"ter sales service%
//%Low maintenance cost o" vehicle%
?EAK8ESSES
/% Lack o" e,erience in "oreign market%
'% Comarativel( new to diesel cars%
4% .eole resistant to #er segment models%
5% Heav( imort tari"" on "#ll( )#ilt imorted models%
6% E,orts are not that good
7% Lesser diesel models in the market comare to others%
9% <lo)al image is not that )ig%
C..F+0F8I0IES
/% Increased #rchasing ower o" Indian middle class "amil(%
'% <overnment s#)sidies%
4% 0a, *ene"its%
5% .rosective )#(ers "rom two P wheeler segment%
6% <reat oort#nities to go glo)al with s#ccess o" Swi"t and SN5 allover%
7% Introd#ction o" more diesel models% 0he diesel car segment is growing%
9% Cort#nit( to grow )igger )( entering into )igger car markets%
=% Alread( a market leader so great oort#nit( to )e the king o" market
in ever( stage o" ind#str(%
M.B.S Business School Page 1"
0H+EA0S
/%;oreign comanies entering marketQ so a )igger threat "rom M8Cs%
'%Cometition "rom second hand cars $ 0A0A 8ano%
4%0hreats "rom Chinese man#"act#res%
5%0o the market share- as man( )ig names are coming in the ind#str(
6%0here is hardl( an( diesel models
7% +s% / lakh P +s% /%6 lakh car
;actors that in"l#ence the cons#mer&s )#(ing decision "or the rod#ct
M.B.S Business School Page 1#
i% Social
C#lt#re
S#)c#lt#re
Social Class
+e"erence gro#
;amil(
+oles and stat#ses
ii% .ersonal
Age and li"eBc(cle stage
Ccc#ation
Economic circ#mstances
Li"est(le
.ersonalit( and sel"concet
iii% .s(chological
Motivation
.ercetion
Learning
*elie"s and attit#des
M.B.S Business School Page 1$
*#siness Environment ;actors
.olitical ;actors1B
/% <overnment contin#o#sl( slashing ta, rates%
'% <overnment has la#nched a#tomotive mission lan 2AM.3%
4% A#tomatic aroval "or ;DI in a#tomo)ile sector%
Economic ;actors1B
/% Sta)le economic olicies%
'% Eas( availa)ilit( o" "inance%
4% Economics incentives )( local state <overnment%
5% Lower d#ties $ ta,es%
6% H#ge domestic demand%
Social ;actors1B
1. L#crative market in r#ral India%
'% +aid #r)ani!ation and income levels%
4% Skilled la)o#r costs amongst the lowest in world%
M.B.S Business School Page 1%
0echnological ;actors1B
1. ;o#r Lakhs ass o#t ever( (ear%
'% Credi)le local s#liers o" high >#alit( comonents%
4% India emerging as an a#tomo)ile h#) "or a#tomo)ile man#"act#ring $
research.
Ecological ;actors1B
/% India a#tomotive reg#lations are closel( aligned to world standards on
emission $ sa"et(%
2. .ro,imit( to major e,ort market.
Legal ;actors1B
/% ?eighted ta, ded#ction # to /6AJ on in ho#se + $ D activities%
'% +elativel( High imort D#ties
CF++E80 S0+A0E<IES *G MA+F0I
.ricing strateg( B catering to all segments
C""ering one sto sho to c#stomers
+eositioning o" Mar#ti rod#cts
C#stomer Centric Aroach
Committed to motori!ing India
+ealisation o" imortance o" vehicle maintenance services market
.la(ing on cost leadershi
*asis o" Segmentation
0argeting 1B Selective Seciali!ation
Fr)an Semi P
Fr)an
+#ral
A1 'es 'es
A2 'es 'es 'es
A3 'es 'es
SU( 'es
)* )lass 'es 'es Ma+,e-
P+oduc-
0argeting 1B on the )asis o" income <ro#
Income <ro#
.rod#ct
+S% 'B 4 lacs%
:ann#m
+S% 4B6 lacs%
:ann#m
+S% 6 B @ 6 lacs%
:ann#m
A1 'es
A2 'es 'es
A3 'es
SU( 'es
)* )lass 'es 'es 'es
.ositioning
.rod#ct 0arget C#stomers *ene"its Val#e .roosition
A1 A consu.e+ /ho /an-s
ca+.
0u+a1ili-2 and
Pe+3o+.ance
A ca+ /hich gi4es
0u+a1ili-2 in lo/ cos-.
S.all 5 s6acious ca+.
S6aciousness . A s6acious s.all ca+
/i-hou- e7-+a cos-.
.o+e co.3o+- ca+
0esign8 S-2le and
Lu7u+2.
A ca+ design /i-h s-2le and
lu7u+2.
SU( Li3es-2le O+ien-ed
consu.e+s.
Rigidness8 Lu7u+2
and )o.3o+- .
A (ehicle -ha- 6+o4ides -he
lu7u+2 and )o.3o+- o3 a
ca+.
)*)lass A consu.e+ /ho /an-s
ca+ 3o+ co..e+cial use
Mo+e s6acious
ca+.
A 1ig ca+ /i-h +easona1le
6+ice
<eneric Strategies
Cverall cost leadershi
LowBcostBosition relative to a "irm&s eers
Manage relationshis thro#gho#t the entire val#e
chain
Di""erentiation
Create rod#cts and:or services that are #ni>#e and
val#ed
8onBrice attri)#tes "or which c#stomers will a( a
remi#m
;oc#s strateg(
8arrow rod#ct lines- )#(er segments- or targeted
geograhic markets
Attain advantages either thro#gh di""erentiation or
cost leadershi
4Ps
Product
Price
Place
Promotion
ENIS0I8< .+CDFC0 S0+A0E<G
.ort"olio o" /' rod#cts
;ive rod#ct lines
.rod#cts
A1 $&&
A2 Al-o8 9en 8:agon ;R8 S/i3-8 A*s-a+
A3 0 9iRE8 S74
SU( (i-a+a8 <26s2
) * )lass P+oduc- Line
Core .rod#ct- ;ormal .rod#ct- A#gmented .rod#ct $ ;#t#re .rod#ct
.+CDFC0 S0+A0E<G
S#ggested rod#ct strateg(
More "#el e""icient cars%
Alter 8et "#el cars%
Eco "riendl( cars%
More "oc#s on A/- A' $ A4%
More focus on A1, A2 & A3.

E,isting .rice strateg(
.ricing C)jective 1B Market share $Cost Leadershi
.ricing Method 1B Mark# .ricing 2cost l#s ricing 3
.ricing strateg( 1B Economical .ricing

S#ggested rice strateg(
Contin#e Economic ricing strateg( as it will hel to achieve goal o"
)ecome cost leader%
E,ansion o" man#"act#ring "acilit( to achieve economies o" scale%
E,isting .lace strateg(
7AA 8ew car sales o#tlets covering 4H4 cities%
'76 OMar#ti 0r#e Val#e& o#tlets sread across /77 cities%
'7'= Mar#ti A#thori!ed Service Stations- covering /''A cities%
0ie # with Adani gro# "or e,orting 'AA-AAA #nits thro#gh
Mn#dra ort <#jarat
S#ggested .lace strateg(
5AA new car sales o#tlets in ne,t three (ears%
/6A new tr#e val#e shos in ne,t three (ears%
/'AA new Mar#ti A#thori!ed Service Stations in ne,t three (ears%
0ie # with other distri)#tors "or E,orts%
E,isting romotion strateg(
Advertising
0V Ads
.rint Ads
+adio Ads
Advertising Strateg(
.ers#asion Advertising
D<har Aa <a(a Hind#stanE
DIndia Comes Home in Mar#ti S#!#ki%E
In"ormation Advertising
Alternative Advertising Ctions
*0L B Sonsorshis
0V shows B India&s <ot talent
.lace Advertising P *ill )oards
Sales .romotions
.rod#ct warranties
.remi#ms 2gi"ts3
0rade shows
S#ggested .romotion Strateg(
Contin#e with e,isting Advertising strateg(%
Look "or Alternative Advertising Ctions%
*0L
In"ormation Advertising-
alternative Advertising Ctions
0V shows B India&s <ot talent
.lace Advertising P *ill )oards
Sales .romotions
.rod#ct warranties
.remi#ms 2gi"ts3
0rade shows
'-7'=0he n#m)er o" workshos that rovide c#stomers with
maintenance s#ort in /''A cities%
Sales romotion in mar#ti S#!#ki
Sales romotion
According to American Marketing Association- sales romotion re"ers
to Dthose activities other than ersonal selling- advertising $ #)licit(-
that stim#late cons#mer #rchasing $ dealer e""ectiveness- s#ch as
disla( shows $ e,hi)itions and vario#s other nonBrec#rrent selling
e""ort not in ordinar( ro#tine%E
Sales romotions targeted at the c#stomer are consumer sales
promotion $ sales romotion targeted at retailers $ wholesale are trade
sales promotion.
SALES .+CMC0IC8 C*JEC0IVES
0o increase the sales $ enco#rage the resent cons#mers to #se more
"re>#entl(%
0o hel sta)lise a "l#ct#ating sales trend%
0o attract new c#stomers )( means o" incentive camaigns etc%
0o )#ild )#(ing ha)it%
0o motivate $ attract the sales"orce and get their cooeration%
0o imrove man#"act#rerBdealer relationshi%
0o hel the new rod#ct enter into e,isting and new market%
IM.C+0A8CE C; SALES .+CMC0IC8
Sread In"ormation%
Stim#late Demand%
Increase c#stomer satis"action%
Creates .rod#ct Identit(%
SALES .+CMC0IC8 ME0HCDS
SALES .+CMC0IC8
ME0HCDS
MEA8I8< C*JEC0IVES
/% .riceBo"" C""ers O33e+ing 6+oduc- a- lo/e+
-han -he no+.al 6+ice.
To encou+age i..edia-e sales8
a--+ac- non*use+s8 e-c.
'% .remi#m O33e+ o3 an a+-icle o3
.e+chandise as an
incen-i4e in o+de+ -o sell
6+oduc-=se+4ice.
To encou+age 6u+chase8
s-i.ula-e lo2al-28 o33*season
sales 6+o.o-ion.
4% Co#ons :hen -he consu.e+ is
en-i-led -o +edee. a
s6eci3ic s-anda+d
ce+-i3ica-e 3o+ a
6+oduc-=a+-icle 3+ee o+ in
6a+- 6a2.en-.
To encou+age 6+oduc- -+ail8
1uild lo2al-28 -+ade*u6 +egula+
use+s8 s-i.ula-e +e*6u+chase
+a-e.
SALES
.+CMC0IC8
ME0HCD
MEA8I8< C*JEC0IVES
5% Disco#nts O-he+ -han no+.al -+ade 5
cash discoun-.
To 6ush .o+e sales -o -+ade8 ea+l2 cash
+eco4e+2.
6% Dealer Sales
Contests
:he+e 6a+-ici6a-ing deale+s a+e
in4i-ed -o co.6e-e in -e+.s o3
-he sales 6e+3o+.ance
To inc+ease sales8 1u2 deale+>s lo2al-28
.o-i4a-e deale+>s s-a33 -o sell .o+e.
7% 0rading stams The2 a+e a ,ind o3 discoun-
cou6ons o33e+ed -o consu.e+s
lin,ed /i-h ?uan-u. o3 -hei+
6u+chase.
To encou+age consu.e+ lo2al-2 -o ce+-ain
+e-ail s-o+es.
9% Cons#mer contests $
l#ck( draws
?here individ#als are
invited to comete on the
)asis o" creative skills% 0he
latter is )ased on the chance
or l#ck "actor%
0o create )rand awareness
$ stim#late interest in the
)rand #sage $ )ene"its-
romote advertising theme
o" the coman(
=% .ointBo"B.#rchase Those s6ecial dis6la2s8 +ac,s8
1anne+s8 e7hi1i-s8 -ha- a+e
6laced in -he +e-ail s-o+e -o
su66o+- -he sale o3 a 1+and.
To a--+ac- -+a33ic a- +e-ail
s-o+e8 +e.ind cus-o.e+s8
ensu+e addi-ional 4isi1ili-2 -o
-he ad4e+-ising ca.6aign.
H% Dealer gi"ts O33e+ o3 use3ul a+-icles 5
a--+ac-i4e gi3-s -o deale+s 3o+
his 6e+sonal8 3a.il2 o+ o33ice
use.
To i.6+o4e deale+ +ela-ions8
.a,e i.6ac- on consu.e+
sche.e=con-es- o33e+ed.
/A% +e"#nd C""ers O33e+ o3 a +e3und o3 .one2 -o
consu.e+ 3o+ .ailing in a
6+oo3*o3*6u+chase o3 a
6a+-icula+ 6+oduc-.
To include -+ail 3+o. 6+i.a+2
use+s8 .o-i4a-e se4e+al
6+oduc- 6u+chases8 o1-ain
dis6la2s a- -he +e-aile+s e-c.
Sales .romotion method #sed at Jamkash- Jamm#
Cold calling
*ank visit
+oad shows
Events
Mega events
Advertisements
S8A. SHC0S
+esearch Methodolog(
+esearch methodolog( is awa( to s(stematicall( solve research ro)lem% In it we st#d( the
vario#s ste that are generall( adoted )( researcher in st#d(ing his research ro)lem
along with logic )ehind them% It is necessar( "or a researcher to know not onl( the research
method:techni>#es )#t also the methodolog(% It ma( )e noted- in the conte,t o" lanning $
develoment that the signi"icance o" research lines in its >#alit( and not in >#antit(%
+esearcher sho#ld know how to al( artic#lar research techni>#es- )#t the( also need to
know which o" these methods or techni>#es- are relevant and which are not- and what
wo#ld the( mean and indicate and wh(R
Meaning o" +esearch
D+esearch is common arlance re"ers to a search "or knowledge% In "act research is an act
o" scienti"ic investigation%E
0o decide o)jective o" the st#d(
0o decide research design $
alication
0o decide so#rce o" data collection
0o decide "rom o" data
collection
0o organi!e $ collect data
0o rocess $ anal(!e reort
/%0o decide o)jective o" the St#d(1B
0his ste is also research ro)lem% ro)lem de"inition is the most critical art o" the
research rocess% research ro)lem de"inition involves seci"(ing the in"ormation needed
)( management% 0he main o)jective o" the st#d( are1
0o st#d( the awareness o" Mar#ti S#!#ki $ A<+ a#tomo)iles in Varanasi%
0o "ind o#t the level o" c#stomer satis"action with the o""ers- disco#nt and services
o""ered )( Mar#ti S#!#ki $ A<+ a#tomo)iles%
'% 0o decide research design $ alication1B
+esearch design involves de"ining the research ro)lem- determining how to collect the
data and "rom whom- esta)lishing the wa( the data will )e anal(!ed estimating costs and
the rearation o" the research aroach% ;or this st#d(- descritive research was selected.
4% 0o decide So#rce o" data there are two so#rce o" data
.rimar( Data
Secondar( Data
.rimar( data1B
.rimar( data is the original data collected seci"icall( "or the ro)lem.
+eason "or selecting rimar( data1B
In terms o" rimar( data a >#estionnaire has )een #sed to interview desire samle #nits
that give acc#rate and # to data in"ormation as well )etter to research ro)lem%
0o reare the research
reort
+esearch aroaches1 B .rimar( data can )e collected in "ive main wa(s1 thro#gh
C)servation- "oc#s gro#s- s#rve(s- )ehavioral data- and e,eriments%
+esearch instr#ments1B Marketing researchers have a choice o" three main research
Instr#ments in collecting rimar( data1
S#estionnaires1 B A >#estionnaire consists o" >#estions resented to resondents "or
their answers% *eca#se o" its "le,i)ilit(- the >#estionnaire is )( "ar the most common
Instr#ment #sed to collect rimar( data% S#estions can )e oenBended or closedB
Ended%
S#alitative meas#res 1 B Some marketers re"er more >#alitative methods "or
ga#ging cons#mer oinion )eca#se cons#mer actions do not alwa(s match their
answers to s#rve( >#estions% S#alitative research techni>#es are relativel(
#nstr#ct#red meas#rement aroaches that ermit a range o" ossi)le resonses-
and the( are a creative means o" ascertaining cons#mer ercetions that ma( otherB
?ise )e di""ic#lt to #ncover%
Mechanical devices1 BMechanical devices are occasionall( #sed in marketing
research %Mechanical devices like galvanometers meas#re the resondent&s interest
or emotions aro#sed )( e,os#re to a seci"ic ad or ict#re%
Secondar( data1B
Data otentiall( #se"#l in solving a c#rrent ro)lem )#t that were collected "or a di""erent
#rose%
+eason "or selecting secondar( data1B
Secondar( data can )e gathered >#ickl( and ine,ensivel(- comared to rimar( data- it is
clear #se"#l to st#d( anal(!ing the recent develoment in the telecom ind#str(%
Contact methods1B Cnce the samling lan has )een determined- the marketing researcher
m#st decide how the s#)ject sho#ld )e contact1
Mail >#estionnaire 1 B 0he mail >#estionnaire is the )est wa( to reach eole who
wo#ld not give ersonal interviews or whose resonses might )e )iased or distorted
)( the interviewers% Mail >#estionnaires re>#ire simle and clearl( worded
>#estions%
0elehone interview 1 B 0elehone interviewing is the )est method "or gathering
in"ormation >#ickl(Q the interviewer is also a)le to clari"( >#estions i" resondents
do not #nderstand them% 0he resonse rate is t(icall( higher than in the case o"
mailed >#estionnaires%
.ersonal interview1 B .ersonal interviewing is the most versatile method% 0he
interviewer can ask more >#estions and record additional o)servations a)o#t the
resondent- s#ch as dress and )od( lang#age% .ersonal interviewing takes two
"orms% In arranged interviews- resondents are contacted "or an aointment- and
o"ten a small a(ment or incentive is o""ered% Intercet interviews involve stoing
eole at a shoing mall or )#s( street corner and re>#esting an interview%
Cnline interviews 1 B 0here is increased #se o" online methods% 0here are so man(
wa(s to #se the 8et to do research% In this method- researcher can incl#de a
>#estionnaire on its ?e) site and o""er a eole to answer the >#estionnaire%
5%0o decide "rom o" data collection1B
;or this roject s#rve( method was selected which was carried thro#gh erson interview%
*eca#se in"ormation "rom di""erent c#stomers was re>#ired%
6% 0o organi!e $ collect data1B
Cnce the researcher has "orm#lated and develoment a research design incl#ding
>#estionnaire second thing he has to decide whether he has to collect the in"ormation%
;rom all the targeted c#stomers% 0here can )e two t(es o" s#rve( are ossi)le%
Samle S#rve(
Cens#s S#rve(
D;or this roject samle S#rve( war chosenE
M.B.S Business School Page &
Characteristics o" the samle s#rve( are1B
It is cheaer than cens#s s#rve(
It re>#ires less time
It is economical
More detail in"ormation can )e collected
Deciding the samle lan re>#ires "ollowing decisions
Samle #nit D?ho is to )e s#rve(edE
Samle
Samle is the tr#e reresentation o" the o#lation )( st#d(ing o" the samle we can
redict the )ehavior o" the o#lation%
Samle Si!e1 /AA 2in this case3
Method o" Samling1B
In this roject- the s#rve( was done within the market that means ro)a)ilistic
convenience Samling was carried o#t%
7% 0o rocess $ anal(!e data1B
A"ter the data was collected it was ta)#lated- anal(!ed and interreted to the concl#sion
reach%
0echni>#es Alied
*ar Chart1B A chart in which the length o" the )ar reresents the amo#nt o" the item
associated with the )ar%
.ie Chart1B A circle divided in to sections- s#ch that each section reresent the
ercentage o" the total area o" a circle associates with one varia)le%
0(es o" +esearch
Along with this there ma( )e 4 t(e o" research methodolog( these are 1B
E,lorator( +esearch
Descritive +esearch
Cas#al +esearch
DC#r research is )ased on the e,lorator( research%E
E,lorator( +esearch
D0he o)jective o" this research is to gather reliminar( in"ormation that will hel #s to
de"ine the ro)lem and to s#ggest an( h(othesis%E?hich means "irst we have to de"ine
the ro)lem and research o)jectiveR 0hen we have to develo the research lan "or
collecting in"ormation% 8ow a"ter collection data we have to interret those data "or an(
s#ggestion8
S#estionnaire
*eing an esteem c#stomer o" Mar#ti Fd(og Limited (o# are re>#ested to take
o#t a "ew min#tes and "ill the "ollowing >#estionnaire.
@.1A Bo/ long ha4e 2ou 1een associa-ed /i-h Ma+u-iC
@.2.ABo/ /ould 2ou +a-e Ma+u-i on -he 3ollo/ing 6a+a.e-e+
S-+ongl2
0isag+ee
0isag+ee Nei-he+
ag+ee
No+
disag+e
e
ag+ee S-+ongl2
ag+ee
Dno/ledgea1le sales 6e+son
E.6lo2ees s6en- enough -i.e
/i-h 2ou! 1e3o+e sales
0u+ing sales
A3-e+ sales
0is6la2 o3 .e+chandise is
a--+ac-i4e
A4aila1ili-2 o3 -he 6+oduc-
(a+ie-2=selec-ion o3
.e+chandise
(ehicle in good condi-ion
P+ices a+e a33o+da1le
A--+ac-i4e discoun-s o33e+ed
0Eco+ o3 -he /ai-ing a+ea is
6leasing
O33e+ed a -es- d+i4e
Pos- sales 3ollo/ u6s a+e done
+egula+l2
@.3AA+e 2ou a/a+e o3 -he 3ollo/ing 3acili-ies 6+o4ided 12 .a+u-i
'es No
Ma+u-i insu+ance
E7-ended /a++an-2
T+ue 4alue
Ma+u-i 3inance
<enuine accesso+ies
@.4A :ha- is 2ou+ o4e+all o6inion a1ou- Ma+u-iC
(e+2 Bad

1
Bad

2
Nei-he+ Bad
No+ <ood
3
<ood
4
(e+2 <ood

0a-e Sign
@.1A Bo/ long ha4e 2ou 1een associa-ed /i-h Ma+u-iC
Less
-han
12ea+
1 -o 3
2ea+s
3 -o
2ea+s
-o 1&
2ea+s
1& and
a1o4e
Dno/ledgea1le sales
6e+son
33 24 21 % 3
Knowledgeable Salesperson
0%
0%0%
86%
14%
STRONGLYDISAGR
DISAGR
NIT!RDISAGRNORAGR
AGR
STRONGLYAGR
S-+ongl2
disag+ee
0isag+ee Nei-he+
ag+ee
No+
disag+e
e
ag+ee S-+ongl2
ag+ee
Dno/ledgea1le sales
6e+son
& & & $4 14
$"F 6eo6le ag+eed -ha- -he sales 6e+sons a+e ,no/ledgea1le and 14F
s-+ongl2 disag+eed -ha- -he sales 6e+sons a+e ,no/ledgea1le.
M.B.S Business School Page
Does e"plo#ees spen$ eno%g&
$'"e w'$& #o% d%r'ng sales(
0%
4%
0%
6)%
*4%
STRONGLYDISAGR
DISAGR
NIT!RDISAGRNORAGR
AGR
STRONGLYAGR
S-+ongl2
disag+ee
0isag+ee Nei-he+
ag+ee
No+
disag+e
e
ag+ee S-+ongl2
ag+ee
/i-h 2ou! 1e3o+e sales
& & & "4 3"
"4F 6eo6le ag+eed -ha- -he sales 6e+sons s6en- enough -i.e /i-h -he. 1e3o+e -he sales and 3"F
s-+ongl2 ag+eed /i-h -his.
$'"e w'$& #o% d%r'ng sales(
0%
4%
0%
6)%
*4%
STRONGLYDISAGR
DISAGR
NIT!RDISAGRNORAGR
AGR
STRONGLYAGR
S-+ongl2
disag+ee
0isag+ee Nei-he+
ag+ee
No+
disag+e
e
ag+ee S-+ongl2
ag+ee
/i-h 2ou! du+ing sales
& 4 & "2 34
M.B.S Business School Page #
$'"e w'$& #o% a+$er sales(
0%
))%
0%
,4%
)4%
STRONGLYDISAGR
DISAGR
NIT!RDISAGRNORAGR
AGR
STRONGLYAGR
S-+ongl2
disag+ee
0isag+ee Nei-he+
ag+ee
No+
disag+e
e
ag+ee S-+ongl2
ag+ee
/i-h 2ou! a3-e+ sales
& 22 & 4 24
M.B.S Business School Page $
D'spla# o+ -er.&and'/e
0% 0%0%
04%
6%
Chart Title
STRONGLYDISAGR
DISAGR
NIT!RDISAGRNORAGR
AGR
STRONGLYAGR
S-+ongl2
disag+ee
0isag+ee Nei-he+
ag+ee
No+
disag+e
e
ag+ee S-+ongl2
ag+ee
0is6la2 o3 Me+chandiGe

& & &

%4

"
%4F ag+eed -ha- -he dis6la2 o3 .e+chandiGe /as a--+ac-i4e and "F s-+ongl2 ag+eed -ha- -he
dis6la2 o3 .e+chandiGe /as a--+ac-i4e.
M.B.S Business School Page %
A1a'lab'l'$# o+ $&e 2rod%.$
0%
4%
0%
01%
,%
Chart Title
STRONGLYDISAGR
DISAGR
NIT!RDISAGRNORAGR
AGR
STRONGLYAGR
S-+ongl2
disag+ee
0isag+ee Nei-he+
ag+ee
No+
disag+e
e
ag+ee S-+ongl2
ag+ee
A4aila1ili-2 o3 -he P+oduc-

& 4 &

%1

%1F ag+eed -ha- -he a4aila1ili-2 o3 -he 6+oduc- /as -he+e8 F s-+ongl2 ag+eed -ha- -he a4aila1ili-2
/as -he+e /hile onl2 4F said -he2 disag+eed /i-h -his.
M.B.S Business School Page "&
3ar'e$#4 Sele.$'on o+
-er.&and'/e
0%
6%
0%
85%
5%
STRONGLYDISAGR
DISAGR
NIT!RDISAGRNORAGR
AGR
STRONGLYAGR

S-+ongl2
disag+ee
0isag+ee Nei-he+
ag+ee
No+
disag+e
e
ag+ee S-+ongl2
ag+ee
(a+ie-2=Selec-ion
o3
Me+chandiGe

& " &

$#

#
$#F ag+eed -ha- -he+e /as 4a+ie-2=selec-ion o3 .e+chandiGe /he+eas #F
s-+ongl2 ag+eed -ha- enough 4a+ie-2 /as -he+e and "F disag+eed /i-h -his.
M.B.S Business School Page "1
3e&'.le 'n Good 6ond'$'on
0%
)%
0%
8)%
16%
STRONGLYDISAGR
DISAGR
NIT!RDISAGRNORAGR
AGR
STRONGLYAGR
S-+ongl2
disag+ee
0isag+ee Nei-he+
ag+ee
No+
disag+e
e
ag+ee S-+ongl2
ag+ee
(ehicle in <ood )ondi-ion

& 2 &

$2

1"
$2F ag+eed -ha- -he 4ehicle /as in good condi-ion /hen deli4e+ed 81"F
s-+ongl2 ag+eed /i-h -his /he+eas onl2 2F disag+eed /i-h -his.
Are pr'.es o+ -ar%$' S%/%7' prod%.$s
a++ordable(
0%
1)%
1,%
)1%
,)%
STRONGLYDISAGR
DISAGR
NIT!RDISAGRNORAGR
AGR
STRONGLYAGR
S-+ongl2
disag+ee
0isag+ee Nei-he+
ag+ee
No+
disag+e
e
ag+ee S-+ongl2
ag+ee
P+ices A+e A33o+da1le

& 12 1

21

2
"4F s-+ongl2 ag+eed -ha- -he 6+ices a+e a33o+da1le 8 21F ag+eed -ha- -he 6+ices a+e a33o+da1le
/he+eas onl2 1F said -ha- -he2 nei-he+ disag+eed no+ ag+eed /i-h -his.
Does -ar%$' o++er a$$ra.$'1e
d's.o%n$s(
0%
)6%
0%
45%
)5%
STRONGLYDISAGR
DISAGR
NIT!RDISAGRNORAGR
AGR
STRONGLYAGR
S-+ongl2
disag+ee
0isag+ee Nei-he+
ag+ee
No+
disag+e
e
ag+ee S-+ongl2
ag+ee
A--+ac-i4e 0iscoun-s O33e+ed

& 2" &

4#

2#
F ag+eed -ha- -he discoun-s o33e+ed a+e a--+ac-i4e 8 34F s-+ongl2 ag+eed /i-h -his /hile 11F
disag+eed and said -ha- -he discoun-s o33e+ed /e+e no- a--+ac-i4e.
Is d8.or o+ $&e wa'$'ng area 's
pleas'ng(
0%
0%0%
80%
)0%
STRONGLYDISAGR
DISAGR
NIT!RDISAGRNORAGR
AGR
STRONGLYAGR
S-+ongl2
disag+ee
0isag+ee Nei-he+
ag+ee
No+
disag+e
e
ag+ee S-+ongl2
ag+ee
0Eco+ O3 The :ai-ing A+ea Is
Pleasing

& & &

$&

2&
$&Fag+eed -ha- -he dEco+ o3 -he /ai-ing a+ea /as 6leasing /hile 2&F
s-+ongl2 ag+eed -ha- -he dEco+ o3 -he /ai-ing a+ea /as 6leasing
Do -ar%$' o++er a Tes$ Dr'1e a$ $&e
$'"e o+ sale(
0%
)0%
0%
54%
6%
STRONGLYDISAGR
DISAGR
NIT!RDISAGRNORAGR
AGR
STRONGLYAGR
S-+ongl2
disag+ee
0isag+ee Nei-he+
ag+ee
No+
disag+e
e
ag+ee S-+ongl2
ag+ee
O33e+ed A Tes- 0+i4e

& 2& &

#4

"
#4Fag+eed -ha- -he -es- d+i4e /as o33e+ed -o -he. 8"F s-+ongl2 ag+eed
-ha- -he -es- d+i4e /as o33e+ed /hile 2&F disag+eed /i-h -his.
M.B.S Business School Page ""
2os$ Sales 9ollow :p Done
0%
1,%
0%
,0%
)6%
STRONGLYDISAGR
DISAGR
NIT!RDISAGRNORAGR
AGR
STRONGLYAGR
S-+ongl2
disag+ee
0isag+ee Nei-he+
ag+ee
No+
disag+e
e
ag+ee S-+ongl2
ag+ee
Pos- Sales Hollo/ U6 0one

& 1 &

%

2"
%Fag+eed -ha- -he 6os- sales 3ollo/ u6s a+e done +egula+l2 8 2"F s+ongl2
ag+eed and 1Fdisag+eed /i-h -his.
M.B.S Business School Page "#
:ha- is 2ou+ o4e+all o6inion a1ou- Ma+u-iC
(e+2 Bad

1
Bad

2
Nei-he+ Bad
No+ <ood
3
<ood
4
(e+2 <ood

&

& 24 44 H 32
M.B.S Business School Page "$
SFES0IC88AI+E A8ALGSIS $ I80E+.+E0A0IC8

;I8DI8<S
;indings
0here is 65J o" satis"ied c#stomer&s o" Mar#ti S#!#ki%
0he demand "or the diesel variant is more "or most o" the models )#t the "irm has
limited n#m)er o" the models having diesel variants% 0he c#stomers are also looking
"or the gas models which will )e s#ita)le "or L.< and C8<% So the "irm sho#ld
think "or the diesel and gas variants%
Most o" eole think Mar#ti S#!#ki ricing are economical so the( are lo(al to his
)rand% ?hile other eole give emhasis to the a"ter sale service% S#alit( and other
"eat#res are also a trait "or the )#(ers%
0here is large no o" c#stomer&s are satis"ied with the er"ormance o" the car- data is
concerned with those c#stomers who are the e,isting c#stomers o" Mar#ti S#!#ki
and data is also concerned with new c#stomers%
Servicing comes in a"ter sales services-dealer rovides this services to c#stomers so
there is necessar( "or dealer to rovide the vehicle at the romised time )eca#se it
makes the relationshi )etter with the c#stomers%
0here sho#ld )e good relation )etween c#stomer and dealer )eca#se it hels to
increase the sales o" coman( and also hel"#l "or making the c#stomer relationshi
management%
0here is imortant to know the a"ter sales services o" the coman( it shows the
c#stomers satis"action and also shows the c#stomer relationshi management%
M.B.S Business School Page "%
*i)liograh(
///.google.co.
///..a+u-iud2og.co.
Au-o.o1ile MagaGines
Ma+,e-ing Manage.en- 12 Phili6 Do-le+
Do-ha+i. ). R8 Resea+ch Me-hodolog28 Ne/ Age In-e+na-ionalIPA L-d.8 Ne/ 0elhi
M.B.S Business School Page #&

Final Report Maruti Suzuki

Încărcat de

Informații document

Titlu original

Drepturi de autor

Formate disponibile

Partajați acest document

Partajați sau inserați document

Opțiuni de partajare

Vi se pare util acest document?

Este necorespunzător acest conținut?

Drepturi de autor:

Formate disponibile

Final Report Maruti Suzuki

Încărcat de

Drepturi de autor:

Formate disponibile

SALES PROMOTION IN MARUTI

.ricing Method 1B Mark# .ricing 2cost l#s ricing 3

.ricing strateg( 1B Economical .ricing

S-ar putea să vă placă și