A

PROJECT REPORT
ON
A STUDY OF COUSTMER STATISFACTION
TOWARDS TIRUPATI STRUCTURALS LIMITED

SUBMITTED IN PARTIAL FULFILMENT OF THE REQUIREMENT FOR

THE AWARD OF THE DEGREE OF MASTER IN BUSINESS
ADMINISTRATION (SESSION: 2013-15)
M.B.A. 4th SEMESTER

SUBMITTED TO:-

SUBMITTED BY:-

KURUKSHETRA UNIVERSITY

MANOJ KUMAR

KURUKSHETRA

MBA (GEN) FINAL

ROLL NO.- 3010199
USM (KUK)

UNIVERSITY SCHOOL OF MANAGEMENT

KURUKSHETRA UNIVERSITY , KURUKSHETRA
HARYANA- 136119

ACKNOWLEDGEMENT
Gratitude is not a thing of expression; it is more a matter of feeling.
There is always a sense of gratitude which one express for others for their help and
supervision in achieving the goals. I too express my deep gratitude to each and
every one who has been helpful to me in completing the project report
successfully.
First, of all, I am highly thankful to Dr. SIDARTH BHARDWAJ (Professor), for
allowing me to pursue my Project Report on MARKETING STRATEGY OF
MARUTI SUZUKI.
I give my regards and sincere thanks to Dr. MANISHA (Assistant professor) who
has devoted his precious time in guiding me and helping me it with in time. I am
indebted to the Bank employees who supported me in handling my queries. I
feel self-short of words to thanks my parents and friends who had directly or
indirectly instrumental in the completion of the project.

PREFACE
Theoretical knowledge without practical knowledge is of little value. In order to
achieve positive & concrete results along with theoretical and practical concept the
exposure of real life situation existing in corporate is very much needed. To fulfill this
need the management course has a provision for the practical training program. I
thank my institute to provide us such opportunity having training period in our course
so that students can have real feeling of industrial life.
I took my summer training MARUTI SUZUKI PVT. LTD. at GURGAON . It
was my fortune to get training in very healthy atmosphere. I got ample opportunity to
views the overall working of MARKETING STRATEGIES OF MARUTI
SUZUKI PVT. LTD..
In the coming pages an attempt has been made to present a comprehensive report is
concerning different aspects.

DECLARATION
I hereby declare that the following documented project report titled MARKETING
STRATEGY OF MARUTI SUZUKI (PVT) LIMITED . is an original and authentic
work done by me for the partial fulfillment of Master of Business Administration
degree program
I hereby certify that all the Endeavour put in the fulfillment of the task are genuine
and original to the best of my knowledge & I have not submitted it earlier
elsewhere.

Simant Kumar
MBA(Ge
n.)Final
ROLL NO.-40
USM(KUK)

EXECUTIVE SUMMARY
In this project we are trying to find the marketing strategies done by Maruti Suzuki and
we are also trying to study the sales trend followed by Maruti Suzuki. In our study
we had followed different method to find and analyze the data we are using primary
data as well as secondary data. Before our study lots of study is being done but no
one had tried to research on Maruti Suzuki marketing strategies and its effect on
sales trend. We had used the questionnaire method to study the Maruti sales trend we
had asked question to dealers. What modification should Maruti make in its cars to
take an edge over competitors? We are also using secondary data to analyze the sales
trend of Maruti Suzuki. In which we had studied the Maruti shares condition in the
market. Its profit and lose its market share and many more. We had analyzed where
Maruti having an edge over competitor and where it is lacking behind. How it would
improve its sales trend. What are strategies for the future prospects of Maruti in
Indian cars market.

TABLE OF CONTENTS

S.NO.

TITLE

1.

INDUSTRY PROFILE

2.

COMPANY PROFILE

3.

TOPIC OF THE STUDY

4.

LITERATURE REVIEW

5.

RESEARCH METHODOLOGY

6.

DATA ANALYSIS & INTERPRETATION

7.1

FINDINGS OF THE STUDY

7.2

SUGGESTIONS

7.3

CONCLUSION OF THE STUDY

7.3

SUGGESTIONS

7.4

BIBLIOGRAPHY

7.5

ANNEXURE

1. INDUSTRY PROFILE

Initially, in the post-liberalization period, the automotive sector, especially the passenger
car segment, saw a boom, derived primarily from economic vibrancy, changes in
Government policies, increase in purchasing power, improvement in life styles, and
availability of car finance. The passenger car industry was finally deregulated in 1993.
However, the automobile industry, which contributed substantially to the industrial
growth in FY1996 failed to maintain the same momentum between FY1997 and FY1999.
The overall slowdown in the economy and the resultant slowdown in industrial
production, political uncertainty and inadequate infrastructure development were some of
the factors responsible for the slowdown experienced. In FY2000, the sector experienced
a turnaround and witnessed the launch of many new models.
Two things that stunted growth of this industry in the past have been low demand and
lack of vision on the part of the original equipment manufacturers (QEMs). However, the
demand picked up after the liberalization of the regulatory environment, and global
QEMs- who enjoy scale economies both in terms of manufacturing and research and
development (R&D) - entered the Indian market. This has resulted in a big shift in the
way business is conducted by suppliers, assemblers and marketers.

PASSENGER CAR INDUSTRY IN INDIA: HIGHLIGHTS

Passenger car sales are expected to increase at a compound annual growth rate (CAGR)
of 8% over the period FY2004-2007. The six broad segments in the car market today
are- Mini, Compact, Midrange, Executive, Premium and Luxury. In the medium term,
growth in the Indian passenger car industry is expected to be led largely by the
Compact and Mid-range Segments.
The critical success factor has changed from price to price value.
In terms of engine capacity, the Indian passenger car market is moving towards cars of
highest capacity.
With the launch of new models from FY2000 onwards, the market for MUVs has been
redefined in India, especially at the upper end. Currently, the higher-end MUVs,
commonly known as Sports Utility Vehicles (SUVs), occupy a niche in the urban
market. With the success of SUVs, the line of distinction between passenger cars and
MUVs in the Indian market is getting increasingly blurred.
Domestic car manufacturers are now venturing into areas such as car financing, leasing,
and fleet management, and used-car reconditioning /sales, to complement their
mainstay-business of selling new cars.

TRENDS IN THE INDIAN PASSENGER CAR INDUSTRY

Distribution Systems:
Changing relationship of
manufacturers with
dealers and suppliers

Product technology:
MPFI; CRDi; diesel
system

Auto finance:
Better/ cheaper schemes

Entry of Foreign
Manufacturers

Manufacturing
Technologies:
Flexible
Manufacturing
Systems

Indian
Passenger Car
Industry

Regulatory
framework:
Deregulation;
De licensing;
Removal of QRs;
Introduction of strict
Emission norms

Structure of
demand:
Change in industry
segmentation

Components:
Tierisation;
Tyres: Radials,
Retreading
Materials: Low
weight; Synthetic
Composites

KEY DEVELOPMENTS IN THE INDUSTRY

APR-

DOMESTIC SALES
APR-

MARKET SHARE
APRAPR-

AUG

AUG

GROWT

AUG

AUG

COMPANY NAME
2011
Daimler Chrysler India Pvt

2012

2013

2014

Ltd
633
Fiat India Automobiles Pvt

662

4.6

0.2

0.2

Ltd

2907

635

-78.2

0.9

0.2

Ford India Ltd

8852

6944

-21.6

2.8

2.1

General Motors India Ltd

7179

4981

-30.6

2.3

1.5

Hindustan Motors Ltd

5610

5626

0.3

1.8

1.7

Honda Siel Cars India Ltd

13813

17560

27.1

4.4

5.3

Hyundai Motor India Ltd

48299

63140

30.7

15.3

19

Maruti Udyog Ltd

162007

169606

4.7

51.4

51.1

Skoda Auto India Ltd

3003

3439

14.5

Tata Motors Ltd

Toyota Kirloskar

58548

55536

-5.1

18.6

16.7

Ltd

4519

4030

-10.8

1.4

1.2

Total Passenger Car Sales

315370

332159

5.3

100

100

Motor

During April August 2012, the passenger car sales in India at 332159 units, marked a
growth of 5.3%over the previous year. The growth in the domestic sales of passenger cars
was led by strong growth in volumes reported by compact and mid size segments.
While the share of mini and executive segments declined in the period under study, the
share of other segments increased. For instance, the share of compact segment in the
domestic car sales increased from 59.7% in April August 2011 to 64.9% in April August
2012, mid size segment from 20.5% to 22%, and the share of Premium segment was
stagnant at 0.7% in the same period.

KEY DEMAND DRIVERS

AVAILABILITY OF CHEAP
FINANCE is a key
determinant of demand as
most cars (around 60%)
purchased in India are
financed.

Competitive
PRICING is
crucial for gaining
market share,
especially in the
small car segment.

Traditionally, disposable income was perceived as the key factor driving passenger car
A mature USED CAR
MARKET would, on one
hand, encourage
consumers to trade in their
cars faster, and on the
other, eat well into the
share of new cars.

demand. But over time, other factors that are known to have an impact on demand have
emerged. These include the need for greater mobility, non- availability of public transport
services, availability of cheap finance, development of the used-car market, introduction
of new technologically superior models, increasing levels of urbanization and changing
consumer profiles.

The Central
Governments AUTO
POLICY on excise
and customs is an
important aspect
affecting the demand
and supply of cars.

Availability of
NEW MODELS
is likely to
increase and
change the
structure of
demand.

CAR
DEMAND

There is a high
degree of
correlation
between the
demand for cars
and ECONOMIC
GROWTH.

SEGMENT ANALYSIS
High degree of correlation between PER
CAPITA INCOME and demand for cars,
increase in the number of people crossing
the income threshold, and CHANGING
CONSUMER PROFILE are likely to
increase and change the structure of
demand.

PRE
COMPAC

Vehicle Length

MID-SIZE

VE

M
4701-

<3400mm
800
Omni

3401-4000
Alto
Zen
Wagon R
Versa

4001-4500
Esteem
Baleno
Altura

4501-4700

5000

>5000

Elantr
Santro

Motors

Ltd
India

Palio
Uno

Automobile Ltd
General

LUXUR

India Ltd

Fiat

MIU

MINI

Maruti Udyog Ltd

Hyuindai
Motor

Hindustan

EXECUTI

Motors

Corsa Sail

India Ltd
Honda Siel India

r
Mitsubishi
Lancer
Siena
Adventure
Weekend
Opel Corsa
Opel Astra
Opel Swing

Sonata

Contessa

Opel Vectra

Accor

Ltd
Ford India Ltd
TELCO

Accent
Ambassado

Indica

City

d
Monde

Ikon
Indigo

o
Merce
Mercedes
Benz

des
C Benz

Mercedes

DalmierChrysler

Class,M

Benz

India Ltd
Skoda India Ltd

Class,SL
Octavia

Class

Class

Corolla

Camry

Toyota

Kirlosker

Motor Ltd

2. COMPANY PROFILE
Maruti Suzuki is one of India's leading automobile manufacturers and the market
leader in the car segment, both in terms of volume of vehicles sold and revenue earned.
Until recently, 18.28% of the company was owned by the Indian government, and 54.2%

by Suzuki of Japan. The Indian government held an initial public offering of 25% of the
company in June 2003. As of May 10, 2007, Govt. of India sold its complete share to
Indian financial institutions. With this, Govt. of India no longer has stake in Maruti
Udyog.
Maruti Udyog Limited (MUL) was established in February 1981, though the
actual production commenced in 1983. Through 2004, Maruti has produced over 5
Million vehicles. Marutis are sold in India and various several other countries, depending
upon export orders. Cars similar to Marutis (but not manufactured by Maruti Udyog) are
sold by Suzuki in Pakistan and other South Asian countries.
The company annually exports more than 30,000 cars and has an extremely large
domestic market in India selling over 500,000 cars annually. Maruti 800, till 2004, was
the India's largest selling compact car ever since it was launched in 1983. More than a
million units of this car have been sold worldwide so far. Currently, Maruti Alto tops the
sales charts.
Due to the large number of Maruti 800s sold in the Indian market, the term
"Maruti" is commonly used to refer to this compact car model. Till recently the term
"Maruti", in popular Indian culture, was associated to the Maruti 800 model.
Maruti Suzuki India Limited, a subsidiary of Suzuki Motor Corporation of Japan,
has been the leader of the Indian car market for over two decades.
Its manufacturing facilities are located at two facilities Gurgaon and Manesar
south of New Delhi. Marutis Gurgaon facility has an installed capacity of 350,000 units
per annum. The Manesar facilities, launched in February 2007 comprise a vehicle
assembly plant with a capacity of 100,000 units per year and a Diesel Engine plant with
an annual capacity of 100,000 engines and transmissions.

Manesar and Gurgaon facilities have a combined capability to produce over 700,000
units annually. More than half the cars sold in India are Maruti cars. The company is a
subsidiary of Suzuki Motor Corporation, Japan, which owns 54.2 per cent of Maruti. The

rest is owned by the public and financial institutions. It is listed on the Bombay Stock
Exchange and National Stock Exchange in India.
During 2007-08, Maruti Suzuki sold 764,842 cars, of which 53,024 were
exported. In all, over six million Maruti cars are on Indian roads since the first car was
rolled out on December 14, 1983.
Maruti Suzuki offers 10 models, ranging from the peoples car, Maruti 800, for
less than Rs 200,000 ($ 5000) ex-showroom to the premium sedan SX 4 and luxury SUV,
Grand Vitara.
Suzuki Motor Corporation, the parent company, is a global leader in mini and
compact cars for three decades. Suzukis technical superiority lies in its ability to pack
power and performance into a compact, lightweight engine that is clean and fuel efficient.
Maruti is clearly an employer of choice for automotive engineers and young
managers from across the country. Nearly 75,000 people are employed directly by Maruti
and its partners.
The company vouches for customer satisfaction. For its sincere efforts it has been
rated (by customers)first in customer satisfaction among all car makers in India for seven
years in a row in annual survey by J D Power Asia Pacific.
Maruti Suzuki was born as a government company, with Suzuki as a minor
partner, to make a peoples car for middle class India. Over the years, the product range
has widened, ownership has changed hands and the customer has evolved. What remains
unchanged, then and now, is Marutis mission to motorize India.

SERVICES OFFERED
The following products are offered by Maruti Suzuki:1. Maruti 800: Launched 1983. Largest selling car in India, until 2004. Cheapest car
in India. 3 Face-Lifts.(P)
2. Maruti Omni: Launched 1984. 2 Face-Lifts.(P)
3. Maruti Gypsy: Launched 1985.(P)
4. Maruti Wagon-R:Launched 1999, 2 Face-Lifts.(P)
5. Maruti Alto: Launched 2000. Currently the largest selling car in India. 1 FaceLift.({{Tooltip|P|Petrol
6. Maruti Versa(2003-) (P)
7. Maruti Zen Estilo(2005-) (P)
8. Maruti Suzuki Swift 1 very small face-lift(2006- ) (P & D)
9. Maruti Suzuki SX4 (May 2007- ) (P & D)
10. Maruti Grand Vitara Sports Utility Vehicle Launched in (July 2007- ).
Imported(P)
11. Maruti DZiRE Sedan Version of swift launched in (March 2008- ) (P)
12. Suzuki Splash
13. Suzuki A-Star
14. Maruti Omni Face-Lift in 2009
15. New Mini-SUV in 2010 Likely to be a four-door Jimny.
16. New Luxury Sedan in 2010 Likely to be a production version of the Kizashi
17. New Swift in 2011
18. New Alto 800 2012

GENERAL DISCRIPTION OF MODELS

MARUTI 800:Maruti 800 is a city car manufactured by Maruti

Udyog in India .It used to be the largest selling car in
India until the Maruti Alto recently took that title. It is
also exported to a number of countries in southeastern
Asia including Bangladesh and Sri Lanka, and to some South American markets (as
Chile, sold as Suzuki Maruti), and was available in selected European markets between
1988 and 1992, sold as the Suzuki Maruti. In Morocco it is currently sold as Suzuki
Maruti (as of March 2008)
MARUTI OMNI :
The Maruti Omni is a microvan manufactured by Indian automaker
Maruti Udyog Limited. The first version of Maruti Omni had the
same 796 cc engine as the Maruti 800 city car. This was the second
vehicle to be launched by Maruti, one year after the 800, in 1984.

Later version of the Omni includes the

Omni (E), released in 1996, 796 cc engine, 8 seater capacity vehicle

Omni XL - 1999, same engine, modified with a higher roof.

Omni Cargo LPG - 2004, created to answer the growing popularity of this car
being used as an inter-city cargo vehicle.

Omni LPG - 2003, same 796 cc engine, added with a factory fitted LPG Kit, authorised
by the Indian RTOs (Regional Transport Offices). This makes it the most economic 4
wheeler in India, as far as the driving costs are concerned
MARUTI GYPSY
The Maruti Gypsy is a four wheel drive SUV based on the
Suzuki SJ long wheel base.Produced in India, it is also a
common sight in Chile and Kenya. Within Europe, it is most
often found in Malta and Hungary. In contrast to the Suzuki,
the Maruti is available with 4 seats and a sizeable trunk. The Maruti Gypsy is available as
a "soft top", "hard top " and as an "ambulance car". In India, it is widely used by the
police and defense forces. In civilian use, the Gypsy is a popular choice as a low-cost
SUV and is a common sight at rally events.
MARUTI WAGON-R
The Maruti Wagon-R is a made for India version of
Suzuki Wagon R. The Wagon-R was born out of Japanese
kei-jido-sha restrictions which dictated a limited length and engine size. This boxy, tallboy design has now completed five years of presence on Indian roads. Now the car has
found a market for itself, especially among young Indian urban professionals who don't
mind its boxy slab-sided looks, but value its Maruti lineage. The car is currently among
India's top five best-selling cars.
MARUTI ALTO The Maruti Alto
is a city car manufactured by Maruti Udyog
in India. It is the best-selling car in India.

It is India's largest selling car and has recently crossed the 1 million production figure.It
is exported to a number of countries including Bangladesh and Sri Lanka, and to Chile.
Alto has crossed the 150,000 export target. The popularity of the Alto has increased over
the past few years, mainly due to the reduction in prices. This reduction in prices has
mainly come in due to the reduction in excise duty over time. It has now become the first
choice of young car buyers intending to upgrade from a 2 wheeler. Some of its appeal is
from stylish looks, attractive features, and impressive fuel economy at very affordable
prices compared to the other cars in the Indian market.
MARUTI VERSA
The Maruti Versa is a micro van produced by
Maruti Udyog Limited and sold in India since
October 2001. The Versa is a clone of the now
discontinued Suzuki Carry. It is the second van
released by Maruti Udyog since the Maruti Omni
was released in 1984. There are two basic versions
of this car in production; the two 8-seater DX/DX2 versions, and the 5-seater STD
version. The DX2 version of the Versa is equipped with twin air conditioners for front
and rear.
MARUTI SUZUKI SWIFT
The MARUTI Suzuki Swift is name plate marketed by Suzuki carried by vehicles of
three distinct derivations:

Generations I, II, III: a super

mini that began as an export
nameplate

of

the

Japanese

domestic market of suzuki .

Generation IV: the current JDM, Europe and Oceana generation, a significant
departure from the previous models, marketed solely under the nameplate "Swift".
(this article)
Currently this varient is hot seller in India in the mini car segment.

MARUTI SUZUKI SX4

In an attempt to strengthen its position in the of
Sedan cars market, Maruti Udyog Ltd. has launched
its premium model bearing name SX4. After Maruti
Suzuki Swift, SX4 is the second international
model being launched in India. Suzuki SX4, is an
A3 segment sedan car, with a perfect combination of style, performance, safety and
comfort. There are two versions of Suzuki SX4: Vxi and Zxi that gets power from latest
and efficient 1.6-litre M-Series engine delivering impressive 102 BHP of power. Having
the price tag of between Rs. 6-6.5 Lacs, Maruti Suzuki SX4 will provide tough
competition to its rivalry models like Ford Fiesta, Hyundai Verna, Honda City, and Indigo
XL.
MARUTI SUZUKI DZIRE
Maruti Swift Dzire is the new entry
level sedan from Indian automaker
Maruti Suzuki. Launched on March 26
2008, Maruti DZiRE is based on the
popular Maruti Swift platform. The
DZire replaces Maruti Suzukis popular
entry level sedan, Maruti Suzuki Esteem,
production of which was discontinued in late 2007. Maruti Suzuki has introduced DZire
only in the Indian market. The car is pitted against the other entry level sedans in the
Indian market, such as the Mahindra Renault Logan and the Tata Indigo.
MARUTI SUZUKI ESTEEM
Sophisticated big structured Maruti Suzuki
esteem is one of the old car of the Maruti
Udyog group. To run this huge car its engine
is made of lightweight all-aluminum. This
contemporary engine has capacity of 65 bhp
at 6000 rpm . According to *Mileage (Auto India , Nov 2005), Esteem holds the topmost
position on mileage among the other category of cars including the small cars. The
Esteem was introduced in the global market in 1995 as Suzuki's first attempt in the

compact segment, at the time dominated by European cars such as the Volkswagen
Bora/Jetta and Opel Astra, and Japanese models such as the Nissan Sunny
MARUTI SUZUKI BALENO
The Baleno has the looks and feel of a winner.
This was Maruti Udyog's first D-segment car
launched in India to compete with the Mitsubishi
Lancer and the Honda City. This is also Suzuki's
biggest passenger car and in Japan and other
markets. The Baleno is called the Cultus in Japan.
Suzuki restyled the Baleno in 1999. The car was
given a new front end, with a rounder grille and new headlights, and the engine lineup
was expanded.

MARUTI SUZUKI GRAND VITARA

The Suzuki Grand Vitara is a compact SUV, namely a long-wheelbase version of the
Vitara, produced by the Japanese automaker Suzuki since 1999. It was face lifted in 2002
and 2004, and redesigned in 2006. A rebadged version was sold in North America by
General Motors as the Chevrolet Tracker. The Tracker is sold in Latin America, but
Mexico, as Chevrolet Grand Vitara. In Mexico, Grand Vitara and Tracker are different
vehicles, sold by Suzuki and Chevrolet respectively The 2006 model has had a structural
redesign with a new ladder-boxed chassis integrated into a unibody construction. In India,
it is sold as a Maruti.

MARUTI SUZUKI ZEN-ESTILO

Estilo has got Wagon R's engine and chassis and Suzuki MR Wagon's shape. Whatever
remains is taken from Zen, well does anything remain actually? This is the mixture of zen
and wagon -R . 'Zen Estilo'. In essence its stylish Wagon R, Japan's MR Wagon,
combination of the two or anything but Zen. It seems Maruti wants to exploit Zen brandimage hence named this car after Zen. With this model MSL has given its B segment a
new variant by which it may compete with the models of other company.

SWOT ANALYSIS

Strengths

Weakness

Brand Name
Large Distribution Network
Wide product offering at different
price points
Cheapest Cars in corresponding
segments
Encouraging exports
Awarded many awards
Economy with technology

Lack of in house R & D

New model introduction limited
to only cosmetic changes
Dominance mainly at lower level
only (Swift)

Opportunity

Threats

Rise of Indian middle class and

small cities
A booming economy
Rising exports

Many players fighting for the

same cake
Entry of new players
Cannibalism

3. STUDY OF TOPIC
MARKETING STRATEGY OF MARUTI SUZUKI (PVT.) LIMITED
The marketing strategy of the Maruti Suzuki Pvt. Ltd. can be measured from the
following story:
EFFICIENT PRODUCTION AND DISTRIBUTION CAPABILITIES
Just three months after it launched Swift, Maruti Udyog Limited has already sold over
8,000 units of the car and added another 5,000 next month. There's a four-month waiting
period for the 1,298-cc hatchback -- the company claims more than 9,000 bookings
before the car was launched. And that's even while competitors -- Corsa Sail, Hyundai
Getz and Fiat Palio -- are available off the shelf. Not surprisingly, MUL now has a lot
riding on the car: there's over Rs 440 crore (Rs 4.40 billion) invested in the project (Rs
250 crore-odd is MUL's share). Not only is the company hoping that the Swift will help
expand the market for the B-plus segment (premium hatchbacks), it's also counting on
Swift to make a style statement -- that Suzuki can deliver good-looking cars on Indian
roads. For a company that has been known more for its value-for-money proposition -from the 800 to the Esteem -- that's important. "It's not as if our cars weren't style
statements. It's just that with Swift, we have made a break from the past," reveals a
company official.

PRODUCT
There

are

number

of

products

models

Of Maruti are in the market. Some of the models are given below:M 800, Zen, Esteem, Omni, Alto, Gypsy, Wagonr,Grand Vitara etc. These products are
divided on the basis of product quality, variety, design, features etc.

They define different factors:

The quality of product.
The product variety from different categories.
The size of the car according to current or future market conditions.
The car features to the customer like, car looking very good.

PRICE
The price of the Maruti car is between Rs. 210000 to Rs. 1500000. Maruti 800 is the
lowest price car of this company. Alto, Omni, Wagonr, are also the low price car
of the company, Zen & Esteem are the mid price car of the company. But Grand
Vitara is the high price model of the company . The price of car are decided
according to its product Varity, quality, design etc.
SWIFT
Specifications Transmission Type Manual Fuel Type Petrol Seating Capacity5 Gearbox5
Speed Engine Description1.3L 87bhp AlTec32 engine Engine Displacement1,298
ccMileage-City12.2 kmplMileage-Highway16.1 kmpl Maximum Power88.2@6000
(PS@rpm) Maximum Torque11.5@4,500 (kgm@rpm)
Ex-Showroom Price :Rs. 3,94,466 to Rs. 4,20,974
GRAND VITARA
Specifications Transmission Type Automatic Fuel Type Petrol Seating Capacity5
Gearbox4 Speed Engine Description2.0L 120bhp Series engine w/ Variable Induction &
Drive by Wire technology Engine Displacement1,995 cc Maximum Power121.16@5,500
(PS@ rpm)Maximum Torque17.33@3,500 (kgm@ rpm)
Ex-Showroom Price : Rs. 14,80,000 to Rs. 15,28,711

PLACE
The place of the car is in the whole world.
Maruti Udyog Limited decides its distribution channels for selling car, like use some
time one level or some time two level marketing channels. They decide areas in which
they deal with customers. They show the permanent location for selling the car. They
provide the many useful inventory. they define the transport facility of the company for
company to market and market to consumers. Many showroom of Maruti udyog limited
is in our India.

PROMOTION
Main promotion of car is done by the Advertising. The advertising is mainly done in the
form of different T.V. channels, different newspaper, holdings etc. Now days the main
promotion is done by the brand ambassadors such as film stars, celebrities, sportsmen,
etc. And in this case they decide his actual or required sales forces for selling its car. And
they maintain customer relationship. And they do direct marketing

5. RESEARCH METHODOLOGY

The purpose of methodology section in the report making is to describe the research
process that is followed while doing the main part. This would however include the
research design, the sampling procedure, and the data collection method. This section is
perhaps difficult to write as it would also involve some technical terms and may be much
of the audience will nor be able to understand the terminology used. The methodology
followed by the researcher, during the preparation of the report was:

Research Design
A research design is purely and simply the framework or plan for a study that guides the
collection and analysis of data. The survey research was used in this project, because
consumers feedback was necessary for obtaining the data.

Research Instrument
For doing the survey research, structured questionnaire for dealers with both open-ended
and closed-ended questions was used.

Objectives of study
The present study of the marketing strategy of the Maruti Suzuki (Pvt.) Limited revolves
around the following broad objectives:
To know the marketing strategy followed by dealers of maruti Suzuki in gurgaon.
To study the evolution and growth of the Maruti Suzuki (Pvt.) Limited in the
context of the automobile revolution in India;
To study the growth strategy of the Maruti Suzuki (Pvt.) Limited and the
marketing methods followed by it in this regard.
To study the small car revolution in India and the contribution of the Maruti
Suzuki (Pvt.) Limited to it..

SAMPLE DESIGN
While developing a sample design, following points should be kept in mind:

Sampling unit: A decision has to be taken concerning a sampling unit before

selecting sample. Sampling unit may be a geographical one such as state, district,
village etc or a construction unit such as house, flat etc. or it ,may be as social
unit such as family, club, school etc or it may be an individual . the researcher
will have to decide one or more of such units that he has to select for his study

Size of the sample: This refers to the number of items to be selected from the
universe to constitute a sample. This is a major problem before a researcher. The
size of the sample should be neither is excessively large, nor too small. it should
be optimum
An optimum sample is one which fulfills the requirements of efficiency,
representatives, reliability and flexibility

Sample element and sample unit

45 people have been interviewed to know their opinion about the marketing strategy of
maruti Suzuki.
Gurgaon (sample unit)
Time frame: 6weeks
Sampling technique: Random Sampling Techniques
Sampling frame: 45 People.

DATA COLLECTION

Primary Data

Primary data is that kind of data which is collected directly by the investigator himself for
the purpose of the specific study. Primary Data is collected by the investigator through
interviews of company employees, vendors, distributor etc. Data such collected is
original in character. The advantage of this method of collection is the authentic.
A questionnaire of about 50 questions was made and it was given to the dealers to
fill it up for our research.
The research was a kind of conclusive and exploratory research as it helps in the
testing of hypothesis. The method of sampling was the convenience sampling
method as it is unbiased.

Secondary Data

When an investigator uses the data that has been already collected by others, is called
secondary data. The secondary data could be collected from Journals, Reports, libraries,
magazines, fair & conference and other publications. The advantages of the secondary
data can be It is economical, both in terms of money and time spent .The researcher of
the report also did the same and collected secondary data from various internet sites like
www.google.com, www.airtel.com, www.hutch.co.in and many more. The researcher of
the report also visited various libraries for collection of the introduction

6. DATA ANALYSIS & INTERPRETATION:(1) Are you aware about the present boom in Market?
(i)

Yes

(ii)

No.

INTERPRETATION:
As regard to market boom and the respondents awareness level about this, nearly 82% of
the respondents are aware about the market boom in the present economy, while the rest
18% are not aware about any market boom. The awareness level is high among the
middle and the upper middle class, and particularly among the business class and the
traders. One of the interesting finding of the study was that many respondents confuse
between inflation and market growth. Respondents belonging to lower middle and middle
class confuse whether price rise has anything to do with the automobile industry
scenario.

2. What method do you follow for marketing of your products?

(i)

Only Direct sales Method--------------------- 28 percent

(ii)

Only Indirect Dealership Method----------------- 18 percent

(iii)

Both ---------------------------------------------------- 54 percent

INTERPRETATION:
28% respondents are only direct sales method and 18 % are to choose indirect sales
method and 54% respondents are to choose both of these direct sales method or indirect
sales method.

3. Do you think Advertisement is an effective method of selling your automobile

products?
(iv)

Yes------------------------------------------------- 45 percent

(v)

No----------------------------------------------------- 18 percent

(vi)

Do not know/ Cannot say-------------------------27 percent

INTERPRETATION:
45 % respondents is to say yes that Advertisement is an effective method of selling and
18% are not effective advertisement and remaining 27% are cant say about this.

4. What type of advertising will be helpful in increasing salability of your auto

products?
(vii)

Product Specific------------------------------------- 34 percent

(viii)

Company Specific---------------------------------- 22 percent

(ix)

Personality oriented ------------------------------- 17 percent

(x)

Do not know / Cannot say ------------------------ 27 percent

INTERPRETATION:
34% respondent is to say that product specific advertising will be helpful in increasing
salability of your auto products and 22% say company specific 17% to say personality
oriented

is

helpful

and

rema

ining 27%
cant say about this.

6. Do you think that auto fairs are effective methods of sale promotion?
(xi)

Yes------------------------------------------------- 55 percent

(xii)

No----------------------------------------------------- 12 percent

(xiii)

Do not know/ Cannot say-------------------------33 percent

INTERPRETATION:
55% respondent say that yes auto fair are effective methods of sales promotion and 12%
response is no and remaining 33 % cant say about this.

7. Do you think that Foreign Direct Investment (FDI ) should be allowed in the auto
mobile sector in India?
(xiv)

Yes------------------------------------------------- 34 percent

(xv)

No----------------------------------------------------- 32 percent

(xvi)

Do not know/ Cannot say-------------------------34 percent

INTERPRETATION:
34% respondent say that yes Foreign Direct Investment (FDI ) should be allowed in the
auto mobile sector in India 32% say no and remaining 34% cant say about this.

8. Do you follow branding of products as a Marketing strategy?

(i)

Yes

------------------------------------------------------------------------ 74 percent
(ii)

No

-------------------------------------------------------------------------- 05 percent
(iii)

Do

not

know/

Can

not

say

--------------------------------------------- 21 percent

INTERPRETATION:
74% respondent say that yes branding of products as a Marketing strategy and 5% say
that no and remaining 21% cant say about this.

9. Does branding of products helps to improve the marketing potential of your

products?
(i)

Yes ----------------------------------------------------------------68 percent

(ii)

No ------------------------------------------------------------------12 percent

(iii)

Do not know/ Can not say --------------------------------------------- 20 percent

INTERPRETATION:
68% respondents say that yes branding of products helps to improve the marketing
potential of products and 12% say no and r remaining 20% cant say about this.

10. Future of the automobile industry in India.

(i)

The boom will continue --------------------------------------------- 75 percent

(ii)

The boom is a temporary economic situation---------------- 12 percent

(iii)

Do not know/ Can not say ------------------------------------------- 13 percent

INTERPRETATION:
75% respondent say that in future in automobile industry the boom will continue and
12% say that the boom is a temporary economic situation and remaining 13% cant say
about this.

11. Major Weakness of Maruti Suzukis Marketing strategy.

Branding ------------------------------------ 14 per cent

Publicity ----------------------------------------- 09 percent

Infrastructure assessment and Development -------------------------------- 77 percent

INTERPRETATION:
14% respondents say that branding is Major Weakness of Maruti Suzukis Marketing
strategy and 9% say publicity and remaining 77 % say that Infrastructure assessment and
Development are is Major Weakness of Maruti Suzukis Marketing strategy.

12. How do the Foreign Automobile Companies affect the prospects of the domestic
players in the Indian market?
(i)

32 percent ------------------------------ have reduced the profit margin of the

domestic players

(ii)

53 percent ---------------------------------- have made the automobile industry

more competitive.

(iii)

07 percent ------------------------------- do not have significant effects on the

domestic players operating in the automobile industry

(iv)

08 percent ------------------------------- do not know / can not say

INTERPRETATION:
32 % respondents say thatit have reduced the profit margin of the domestic players and
07 % say that it do not have significant effects on the domestic players operating in the
automobile industry53 % say that it have made the automobile industry more competitive
and remaing 8% cant Say about this.

13.

Maruti Suzuki has a future growth. You opinion

(i)

75 percent -------------------- Maruti Suzuki is gradually spreding its wings and

being a very big company has the capacity to absorb short term losses, hence
has a very good prospect for the future market in India.

(ii)

20 percent ---------------------- Its future is like any other private automobile

companies in India

(iii)

5 percent -------------------- do not know/ can not say

INTERPRETATION:
75 % respondents say that Maruti Suzuki is gradually spreding its wings and being a
very big company has the capacity to absorb short term losses, hence has a very good
prospect for the future market in India and 20 % say that Its future is like any other
private automobile companies in India and remaining 5% cant say about this.

14.

Which is the major factor to increase the sale of your products?

(i)

Only Brand ----------------------17percent

(ii)

Demand-Supply factors ------35 percent

(iii)

Only Quality ----------------------- 23 percent

(iv)

Other factors ---------25 percent

INTERPRETATION:
17% respondents say that only brand is the major factor to increase the sale of products

and 35% say demand supply factor and 23 5 prefer the quality and remaining 25 % cant
say about this.

15. Do you think brand extension is necessary for the company?

(i)

78 percent --------------------------------- Yes

(ii)

04 percent -------------------------------- No

(iii)

18 percent -------------------------------- Do not know / Can not say

INTERPRETATION:
78% respondents say that yes brand extension is necessary for the company and 4% say
that no and remaining 18% cant say about this.

16. Which are the products of the company that are favourite among the customers?

(i)

55 percent --------------------- Quality based

(ii)

30 percent ---------------------Economical/ Cheap

(iii)

06 percent ---------------------- Branded

(iv)

09 percent ------------------------ Do not know /Can not say

INTERPRETATION:
55% respondents say that quality products are favourite and 30% say that economical;
product are favourite and 6% say that branding products are favourite and remaining 9%
cant say about this.

7.1 FINDINGS OF THE STUDY

To find the awareness of boom in the market then in our study 82% of the
respondents are aware about the market boom in the present economy .
To find what method do you follow for marketing of your products then in our
study 28% respondents are only direct sales method and 18 % are to choose
indirect sales method.
To find What method do you follow for marketing of your products then in our
study 45 % respondents is to say yes that Advertisement is an effective method of
selling and 18% are not effective advertisement.
To find What type of advertising will be helpful in increasing salability of your
auto products then in our study 34% respondent is to say that product specific
advertising will be helpful in increasing salability of your auto products and 22%
say company specific 17% to say personality oriented is helpful.
To find that branding helps in the marketing of your automobile products then in
our study 34% respondents is say that yes branding helps in the marketing of
automobile products and 27% is say no.
To find that auto fairs are effective methods of sale promotion then in our study
55% respondent say that yes auto fair are effective methods of sales promotion
and 12% response is no.
To find that Foreign Direct Investment (FDI ) should be allowed in the auto
mobile sector in India then in our study 34% respondent say that yes Foreign
Direct Investment (FDI ) should be allowed in the auto mobile sector in India
32% say no.
To find that branding of products as a Marketing strategy then in our study 74%
respondent say that yes branding of products as a Marketing strategy and 5% say
that no.
To find that branding of products helps to improve the marketing potential of your
products then in our study 68% respondents say that yes branding of products
helps to improve the marketing potential of products.
To find that Future of the automobile industry in India then in our study 75%
respondent say that in future in automobile industry the boom will continue and
12% say that the boom is a temporary economic situation .
To find that Major Weakness of Maruti Suzukis Marketing strategy then in our
study 14% respondents say that branding is Major Weakness of Maruti Suzukis
Marketing strategy and 9% say publicity and remaining 77 % say that
Infrastructure assessment and Development are is Major Weakness of Maruti
Suzukis Marketing strategy.
To find that brand extension is necessary for the company then in our study 78%
respondents say that yes brand extension is necessary for the company and 4%
say that no.
To find that Which are the products of the company that are favourite among the
customers then in our study 55% respondents say that quality products are
favourite and 30% say that economical; products.

7.3 CONCLUSION
Maruti Udyog Ltd., a joint venture between the Government of India and the Suzuki
Motor Corporation of Japan was Indias largest automobile company in 2005. It operated
in the passenger vehicle market and manufactured affordable and fuel efficient cars for
the Indian masses. Maruti 800 was its flagship small sized car and was the best selling car
in India since decades. In 2005, Suzuki launched their global car Swift in international
markets and later in India. Swift was the first stylish compact car from the stable of
Maruti and was a differentiator from its earlier products. The launch of Swift had brought
Maruti in lime-light and various global international automobile manufacturers
announced their plans to boost their investments in India and launch competing cars. The
competition was expected to intensify to grab the burgeoning customer base. The Indian
car market currently appears to be at a crossroads, where car marketers are attempting to
change customer perceptions of their brands and where specific buying motivations
appear to be replacing generalities.
This meanwhile, is quite unlike the west where buyers consider aesthetics, comfort and
safety, not necessarily in that order, before finalising a purchase. Its smarter to think
about emotions and attitudes, if marketers are to do a better job of marrying what a car
offers to the consumers image of the offerings.

7.2 SUGGESTION

Operational attributes should be made good.

Globalization is yet another opportunity, if followed effectively & promptly.

Brand Image should be made effective in the minds of the customer.

Customer Specific Details.

An excellent service & support infrastructure must be provided.

Ability to provide the cutting edge technology at best-value-for-money

Strong customer relationships must be made.

World Class Quality standards maintained for PPP (People, Processes &
Performance). Alliance with global technology leaders.

The message should to the customers be sent in these components only to have
the maximum benefit from the advertisement.

With the fast growing economy the pricing strategy needs to be tackled with care
as it can decide upon long term decisions of the company.

LIMITATIONS OF STUDY

Due to the following unavoidable and uncontrollable factors the results might not be
accurate. Some of the problems might face while conducting the survey are as follows:

Certain open-ended questions have been put in the questionnaire to give

respondents freedom to express their perception.

Time and cost constraints were also there

Chances of some biasness couldnt be eliminated.

A sample size of 45 has been used due to time limitations.

The data has been collected from Gurgaon(North) and there the perception
of the people from the smaller towns could not be judged

All the data has been collected at random but it is always liable from
biasness.

The primary data has been collected from the middle and upper section of
the society.

7.4 BIBLIOGRAPHY
Books & Journals

Marketing Management by Phillip Kotler

Brand positioning by Subroto sengupta

Positioning: The Battle for your mind by Al Ries & Jack Trout

Ahluwalia, I.J. (1988). "Industrial Policy and Performance in India" in Lucas,

R.E.B. and G.F. Papanek (eds.) (1988). The Indian Economy: Recent
Development and Future Prospects. Delhi: Oxford University Press, pp. 151-162

Ahluwalia, I.J. (1996). "India's Opening up to Trade and Investment" in I.J.

Ahluwalia, Rakesh Mohan and Omkar Goswami, Policy Reform in India . Edited
by Charles Oman. Paris: OECD, pp. 17-41

AIAM (1999). Recommendations for Developing Indian Automotive Policy.

Association of Indian Automobile Manufacturers, New Delhi

Newspapers, Journals & Magazines

Business World

The Economist

Economic Times

Autocar Indias

6.5. ANNEXURE
QUESTIONNAIRE
(1) Are you aware about the present boom in Market?

Yes---------------------- 90 percent

No--------------------- 10 percent

2. What method do you follow for marketing of your products?

Only Direct sales Method--------------------- 28 percent

Only Indirect Dealership Method----------------- 18 percent

Both ---------------------------------------------------- 54 percent

3. Do you think Advertisement is an effective method of selling your automobile

products?

Yes------------------------------------------------- 45 percent

No----------------------------------------------------- 18 percent

Do not know/ Cannot say-------------------------27 percent

4. What type of advertising will be helpful in increasing salability of your auto

products?

Product Specific------------------------------------- 34 percent

Company Specific---------------------------------- 22 percent

Personality oriented ------------------------------- 17 percent

Do not know / Cannot say ------------------------ 27 percent

5. Do you think that branding helps in the marketing of your automobile products?

Yes------------------------------------------------- 34 percent

No----------------------------------------------------- 27 percent

Do not know/ Cannot say-------------------------39 percent

6. Do you think that auto fairs are effective methods of sale promotion?

Yes------------------------------------------------- 55 percent

No----------------------------------------------------- 12 percent

Do not know/ Cannot say-------------------------33 percent

7. Do you think that Foreign Direct Investment (FDI ) should be allowed in the auto
mobile sector in India?

Yes------------------------------------------------- 34 percent

No----------------------------------------------------- 32 percent

Do not know/ Cannot say-------------------------34 percent

12. Does branding of products helps to improve the marketing potential of your
products?

Yes ---------------------------------------------- 68 percent

No ----------------------------------------------- 12 percent

Do not know/ Can not say-------------------- 20 percent

13. Future of the automobile industry in India.

The boom will continue --------------------------------------------- 75 percent

The boom is a temporary economic situation---------------- 12 percent

Do not know/ Can not say ------------------------------------------- 13 percent

14. Major Weakness of Maruti Suzukis Marketing strategy.

Branding ------------------------------------ 14 per cent

Publicity ----------------------------------------- 09 percent

Infrastructure assessment and Development -------------------------------- 77 percent

15. How do the Foreign Automobile Companies affect the prospects of the domestic
players in the Indian market?

32 percent ------------------------------ have reduced the profit margin of the

domestic players

53 percent ---------------------------------- have made the automobile industry more

competitive.

07 percent ------------------------------- do not have significant effects on the

domestic players operating in the automobile industry

08 percent ------------------------------- do not know / can not say

16. Maruti Suzuki has a future growth. You opinion

75 percent -------------------- Maruti Suzuki is gradually spreding its wings and

being a very big company has the capacity to absorb short term losses, hence has
a very good prospect for the future market in India.

20 percent ---------------------- Its future is like any other private automobile

companies in India

5 percent -------------------- do not know/ can not say

17. Which is the major factor to increase the sale of your products?

Only Brand ----------------------17percent

Demand-Supply factors ------35 percent

Only Quality ----------------------- 23 percent

Other factors ---------25 percent

18. Do you think brand extension is necessary for the company? If yes, why?

78 percent --------------------------------- Yes

04 percent -------------------------------- No

18 percent -------------------------------- Do not know / Can not say

19. Which are the products of the company that are favourite among the customers?
Please give the reasons as you think.

55 percent --------------------- Quality based

30 percent ---------------------Economical/ Cheap

06 percent ---------------------- Branded

09 percent ------------------------ Do not know /Can not say

20. Do you see the probability of a separation between Maruti and Suzuki in future?

Yes ------------------------------------------------------------------ 18 percent

No -------------------------------------------------------------------- 74 percent

Do not know/ Can not say ------------------------------------------ 08 percent