Project Report-I

on
“Toyota Vs Maruti Suzuki”

Submitted in Partial Fulfillment of the requirement for the Award of

the Degree of Bachelor in Business Administration (General)
Submitted To: Submitted By:

DEPARTMENT OF BUSINESS ADMINISTRATION

Maharaja Surajmal Institute

Recognized by UGC u/s 2(f), NAAC Accredited ‘A’ Grade
Affiliated to Guru Gobind Singh Indraprastha
University,Delhi
C-4, Janakpuri, New Delhi-110058.

Certificate

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 I, Mr., Roll Nocertify that the Minor Project Report (Paper Code: BBA 114) entitled
“TOYOTA VS MARUTI SUZUKI” is done by me and it is an authentic work carried
out by me. The matter embodied in this has not been submitted earlier for the award of
any degree or diploma to the best of my knowledge and belief.

Signature of the Student

This is to certify that Project Report entitled “TOYOTA VS MARUTI SUZUKI” which
is submitted by in partial fulfillment of the requirement for the award of degree Bachelor
in Business Administration/ Bachelor in Business Administration (Banking and
Insurance) to Maharaja Surajmal Institute Affiliated to Guru Gobind Singh Indraprastha
University, C-4, Janakpuri, New Delhi-110058 is a record of the candidate own work
carried out by him under my supervision. The matter embodied in this report is original
and has not been submitted for the award of any other degree.

Signature of the Guide

Name of the Guide:
Designation:

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ACKNOWLEDGEMENT

I would like to express my gratitude to my guide “Dr. Ruchika Gahlot’ for providing
guidance and support throughout the research process. Your feedback and encouragement
have been invaluable in ensuring the quality and accuracy of this report.

I would also like to thank the participants who willingly shared their time and
perspectives, contributing valuable data and information that formed the basis of this
report.

Furthermore, I would like to acknowledge the resources and references that were
consulted, as they provided a solid foundation for the research and analysis conducted.

Lastly, I am grateful to my colleagues and friends for their encouragement and

understanding during the development of this report. Your unwavering support has been
a source of motivation and inspiration.

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 INDEX

TABLE OF CONTENTS
S.NO. TITLE PAGE
NO.
1. Chapter I: Introduction
 Research Objectives
 Importance of the Study
 Research Methodology
 Outcome
 Scope of the Study
Limitations of the Study
2. Chapter II: Profile of the Organizations
3. Chapter III: Conceptual Framework
4. Chapter IV: Analysis and Interpretation of
Data
5. Chapter V: Conclusion
6. Bibliography
7. Appendix

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CHAPTER – I

INTRODUCTION

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RESEARCH OBJECTIVES

 To study their pricing structure.

 To study their advertisement campaigns.
 To analyze their catalogues.
 To study their threat of substitutes.
 To study the customer preference using primary survey data.

IMPORTANCE OF THE STUDY

 Market Pricing Analysis

Comparing Toyota’s and Maruti Suzuki's prices allows for a comprehensive analysis
of the automobile market. It helps identify trends, customer preferences, and the
competitive landscape. This information can be useful for businesses in the industry
to understand their position, make informed decisions, and develop effective
strategies.

 Competitive Advantage
Understanding the strengths and weaknesses of both Toyota and Maruti Suzuki
enables businesses to identify areas where they can gain a competitive advantage. By
examining their strategies, pricing, market offerings, and customer experiences,
companies can learn from successful practices and differentiate themselves in the
market.

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  Consumer Insights
A comparative study helps in understanding consumer behavior and preferences. By
examining factors such as quality, price, convenience, and branding, researchers can
gain insights into what drives customers to choose one brand over another. This
knowledge can be used to develop targeted marketing campaigns and improve overall
customer satisfaction.

 Menu Innovation
Toyota and Maruti Suzuki are known for their diverse market offerings. Comparing
their catalogues can provide insights into successful product launches and innovation
strategies. This can be particularly valuable to attract new customers.

 Business Strategies
Analyzing the business strategies of Toyota and Maruti Suzuki can offer valuable
lessons for entrepreneurs and managers in the automobile industry. By examining
their approaches to franchising, international expansion, supply chain management,
and employee training, researchers can learn from best practices and apply them to
their own businesses.

In summary, a comparative study between Toyota and Maruti Suzuki is important for
understanding the automobile industry, consumer behavior, and business strategies. It
provides valuable insights that can be used to make informed decisions, gain a
competitive edge, and improve customer experiences in the industry.

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RESEARCH METHODOLOGY
• Source of data collection- Use of primary and secondary data.
Collection of first hand data from friends, family and people in general.
Use of already available data through past research papers etc.
• Sampling technique- Convenient sampling.
• Sampling area- Delhi
• Sample size- 107
NOTE: primary data is the data that has been generated by the researcher himself/herself
through surveys etc. secondary data is the data that has been collected by someone other
than the primary users.

OUTCOME

• Establishing a better understanding of marketing techniques.

• Comprehending the marketing techniques of TOYOTA.
• Analysing the marketing strategies of TOYOTA.
• Knowing about TOYOTA’S marketing campaigns.

SCOPE OF THE STUDY

 The scope of this study is limited to the records publically available at the time of
the study.
 It includes an analysis of the existing data. The data sources include published
articles, data and public surveys.
 The research project remains focused and it provides valuable insights into the
competition between these world renowned automobile competitors.

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LIMITATIONS OF THE STUDY

 The study is primarily focused on Indian branches.

 Less experience while doing the study.
 Not sure whether the secondary data used is accurate or not.
 Less time to cover the analyze the huge data available.

LITERATURE REVIEW

"Effects of Brand on Consumer Preferences: A Study in Turkmenistan" conducted by

Abdurrahman Işık examines the impact of brands on consumer preferences in the context
of Turkmenistan. The study aims to understand how brands influence consumer decision-
making processes and shape their preferences in the market.

The research methodology employed in the study involves surveying a sample of

consumers in Turkmenistan. The survey questionnaire collects data on various aspects,
including demographic information, purchasing behavior, brand awareness, brand
loyalty, brand image, and factors influencing consumer preferences.

The findings of the study provide valuable insights into the effects of brands on consumer
preferences in Turkmenistan. It explores the demographic profiles of consumers, such as
age, gender, education, and income, to understand how these factors might influence their
brand preferences.

The study examines the level of brand awareness among consumers in Turkmenistan. It
investigates how familiar consumers are with different brands and whether brand
recognition plays a role in their preferences.

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Furthermore, the research explores the extent of brand loyalty among consumers. It
assesses whether consumers exhibit a preference for specific brands and whether they are
likely to repurchase those brands in the future.

The study also investigates the impact of brand image on consumer preferences. It
examines how consumers perceive and evaluate brands based on factors like quality,
reputation, trustworthiness, and associations with certain values or lifestyles.

Additionally, the research explores the factors influencing consumer preferences in

Turkmenistan. It assesses the role of various factors, such as price, product features,
advertising, word-of-mouth, and personal experiences, in shaping consumer choices.

In conclusion, Abdurrahman Işık's study sheds light on the effects of brands on consumer
preferences in Turkmenistan. The findings can be utilized by marketers and businesses to
understand the role of brands in influencing consumer behavior and develop effective
branding strategies that align with the preferences and values of consumers in the
Turkmenistan market.

RESEARCH GAP
Maruti Suzuki and Toyota, two comparable brands, have not received extensive
evaluations in the past. Consequently, this presents a fresh opportunity to analyze them as
competitors and highlight the similarities they share. The report delves into the disparities
and similarities between Maruti Suzuki and Toyota.

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CHAPTER – II

PROFILE OF THE
ORGANISATION
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 TOYOTA

Toyota, one of the world’s largest automotive manufacturers, has a rich and diverse
history that spans over eight decades. Here is a detailed overview of Toyota’s history:

1. Early Years (1930s-1940s):

- 1933: Toyota Motor Co., Ltd. Is established by Kiichiro Toyoda, son of Sakichi
Toyoda, a renowned inventor in the textile industry.

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 - 1935: Toyota produces its first passenger car, the Model AA, and starts exporting
vehicles.
- 1937: The Toyota Motor Corporation is formed as the automotive division of Toyoda
Automatic Loom Works, Ltd.
- 1947: The company changes its name from Toyota Motor Corporation to Toyota
Motor Sales Co., Ltd.

2. Expansion and Growth (1950s-1960s):

- 1950: Toyota begins exporting vehicles to the United States.
- 1957: The first Toyota dealership opens in the United States.
- 1958: The iconic Toyota Land Cruiser is introduced.
- 1962: Toyota enters the American market with the launch of the Toyota Crown.
- 1966: The Corolla, one of Toyota’s most successful and enduring models, is
introduced.
- 1967: Toyota establishes its luxury brand, Lexus, in response to increasing demand
for premium vehicles.

3. International Expansion (1970s-1980s):

- 1972: Toyota introduces the Celica, a sporty coupe, and the Carina, a mid-size sedan.
- 1975: Toyota begins manufacturing vehicles in the United States, establishing the
Toyota Motor Manufacturing, U.S.A., Inc. (TMM) in Georgetown, Kentucky.
- 1982: Toyota starts production in its first European plant in the United Kingdom.
- 1984: The first generation of the popular Toyota 4Runner SUV is introduced.
- 1989: Lexus launches its flagship sedan, the LS 400, which quickly gains recognition
for its luxury and quality.

4. Global Dominance and Technological Advancements (1990s-2000s):

- 1997: The Prius, the world’s first mass-produced hybrid car, is introduced.
- 1999: Toyota becomes the world’s third-largest automotive manufacturer, surpassing
Chrysler.
- 2002: The Toyota Camry becomes the best-selling car in the United States.

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 - 2004: Toyota becomes the world’s second-largest automotive manufacturer,
overtaking Ford.
- 2007: The Toyota Tundra, a full-size pickup truck, is introduced, marking Toyota’s
entry into the North American truck market.
- 2009: Toyota faces a major setback due to a series of recalls related to unintended
acceleration issues, which leads to a significant decline in sales and reputation.

5. Sustainability and Innovation (2010s-present):

- 2012: Toyota regains the title of the world’s largest automaker, surpassing General
Motors.
- 2015: The fourth-generation Prius is launched, offering improved fuel efficiency and
innovative features.
- 2017: Toyota announces its commitment to electrification by expanding its lineup of
hybrid, plug-in hybrid, electric, and hydrogen fuel cell vehicles.
- 2020: The Toyota Mirai, a hydrogen fuel cell vehicle, receives a major redesign and
improved performance.
- 2021: Toyota unveils the bZ4X Concept, the first model in its new lineup of battery-
electric vehicles (BEVs), signaling a further shift toward electric mobility.

Throughout its history, Toyota has gained a reputation for its commitment to quality,
reliability, and continuous improvement.

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 MARUTI SUZUKI

Maruti Suzuki, formerly known as Maruti Udyog Limited, is a leading automobile

manufacturer in India and a subsidiary of Suzuki Motor Corporation of Japan. Here is a
detailed history of Maruti Suzuki:

1. Formation and Early Years (1980s):

- 1981: The Indian government initiates a joint venture with Suzuki Motor Corporation
to establish a car manufacturing company in India.
- 1983: Maruti Udyog Limited is incorporated as a subsidiary of the Indian
government-owned company, Maruti Limited.
- 1983: The construction of Maruti’s first manufacturing plant begins in Gurgaon,
Haryana.
- 1983: The Maruti 800, a small hatchback based on the Suzuki Alto, is launched as
Maruti’s first car.
- 1984: Production of the Maruti 800 commences, and it becomes immensely popular,
dominating the Indian small car segment.

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2. Expansion and Product Lineup (1990s):
- 1991: Maruti Udyog Limited becomes a joint venture company between the Indian
government and Suzuki Motor Corporation, with Suzuki holding a majority stake.
- 1993: Maruti introduces the Maruti Zen, a compact hatchback, which becomes
another successful model in its lineup.
- 1994: The Maruti Esteem, a mid-size sedan, is launched, further expanding Maruti’s
product offerings.
- 1997: Maruti enters the compact SUV segment with the launch of the Maruti Gypsy.

3. Privatization and Market Dominance (2000s):

- 2002: The Indian government divests its stake in Maruti, and the company becomes a
publicly listed entity.
- 2005: Maruti launches the Swift, a premium hatchback that quickly becomes a best-
seller in India.
- 2007: The Maruti SX4, a mid-size sedan, is introduced, targeting the growing demand
for sedans in the Indian market.
- 2008: Maruti crosses the milestone of producing 5 million vehicles in India.

4. Technological Advancements and Expansion (2010s):

- 2011: Maruti introduces the Maruti Kizashi, its first entry into the luxury sedan
segment, but it doesn’t achieve significant success.
- 2012: The Maruti Ertiga, a compact multi-purpose vehicle (MPV), is launched,
catering to the needs of larger families.
- 2014: Maruti launches the Ciaz, a mid-size sedan, to compete with other prominent
sedans in India.
- 2015: Maruti Suzuki’s new manufacturing plant is inaugurated in Gujarat, increasing
production capacity.
- 2017: Maruti introduces the Vitara Brezza, a compact SUV, which becomes a best-
selling model in its segment.

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 - 2018: Maruti Suzuki crosses the milestone of producing 20 million vehicles in India.

5. Emphasis on Safety and Electric Mobility (2019-present):

- 2019: Maruti introduces various safety features in its models to meet new safety
regulations in India, including dual airbags, anti-lock braking system (ABS), and rear
parking sensors.
- 2020: Maruti Suzuki introduces its first electric vehicle (EV), the Maruti Suzuki
Wagon R EV, as a part of its electric mobility efforts in India.
- 2021: Maruti launches the Maruti Suzuki Baleno, a premium hatchback, with a mild-
hybrid technology option for improved fuel efficiency.

Maruti Suzuki has played a significant role in shaping the Indian automotive industry.
The company is known for its wide distribution network, affordable and reliable vehicles.

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PRICING ANALYSIS

 Pricing strategies of Toyota in India

Toyota, one of the leading automobile manufacturers globally, follows a distinct pricing
strategy in India. Various pricing strategies which Toyota follows are:

1. Value-Based Pricing
Toyota focuses on offering value-based pricing to its customers in India. They position
their vehicles as reliable, durable, and technologically advanced, aiming to justify the
price through the perceived value provided by their products.

2. Premium Brand Positioning

Toyota is often perceived as a premium brand in the Indian market. Their vehicles are
known for their quality, safety features, and advanced technology. As a result, Toyota's
pricing strategy takes into account the premium positioning and the associated costs.

3. Long-Term Ownership Perspective

Toyota emphasizes the long-term ownership experience for its customers. They highlight
factors such as reliability, low maintenance costs, and fuel efficiency, which can lead to
lower overall ownership costs. The pricing of their vehicles often reflects these long-term
benefits.

4. Quality and Safety Features

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Toyota places a strong emphasis on quality and safety features in their vehicles. This
focus on providing enhanced safety and advanced features can influence the pricing of
their models.

5. Cost Optimization
Like other manufacturers, Toyota also focuses on cost optimization throughout its
operations. By streamlining production, supply chain management, and localization of
components, they aim to keep costs in check, which can have an impact on pricing.

6. Customer-centric Approach
Toyota strives to understand the needs and preferences of Indian customers. They
consider market demand, customer feedback, and market competition while determining
the pricing of their vehicles, ensuring they align with customer expectations.

7. After-Sales Services
Toyota has a robust after-sales service network in India. By providing reliable and
accessible service facilities, they aim to enhance the ownership experience and justify the
price of their vehicles through superior customer support.

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 Pricing strategy of Maruti Suzuki in India
Maruti Suzuki, the largest car manufacturer in India, follows a well-defined pricing
strategy to cater to the diverse customer base in the country. Various pricing strategies
which Maruti Suzuki follows are:

1. Competitive Pricing
Maruti Suzuki focuses on offering competitive prices for its vehicles to capture a
significant market share. They strive to provide affordable options while maintaining a
balance between quality, features, and pricing.

2. Wide Product Range

Maruti Suzuki has a diverse product portfolio ranging from entry-level hatchbacks to
premium sedans and SUVs. By offering a wide range of vehicles, they target various
customer segments, each with specific price expectations and requirements.

3. Value for Money

Maruti Suzuki emphasizes providing value for money to its customers. They aim to offer
features and specifications that align with the price of their vehicles, ensuring that
customers feel they are getting a good deal for their investment.

4. Cost Optimization

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 Maruti Suzuki places significant emphasis on cost optimization throughout its value
chain, including manufacturing, supply chain, and distribution. This allows them to keep
production costs in check, which can positively impact the pricing of their vehicles.

5. Localization
Maruti Suzuki has a strong focus on localizing the production of their vehicles. By
sourcing components and parts locally, they can reduce costs, which can reflect in the
pricing of their vehicles.

6. After-Sales Services
Maruti Suzuki also considers the overall cost of ownership for its customers. They
provide an extensive service network across the country, ensuring that maintenance and
repairs are easily accessible and affordable.

7. Promotional Offers and Discounts

Maruti Suzuki frequently offers promotional deals, discounts, and finance schemes to
attract customers and boost sales. These strategies help create a sense of value and
affordability for potential buyers.

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Toyota and Maruti Suzuki, as automobile manufacturers, employ different pricing
strategies in the Indian market based on factors such as target market, product
positioning, and competition. Here's a comparison of their pricing strategies in India:

1. Toyota
 Premium Pricing: Toyota positions itself as a premium brand in India and generally
sets higher prices for its vehicles compared to other mass-market manufacturers. They
target customers who value quality, advanced features, and technology in their
vehicles.

 Value Proposition: While Toyota's vehicles may be priced higher, they aim to provide
a strong value proposition to customers through features, safety, reliability, and
durability. Toyota emphasizes the long-term benefits and ownership experience of
their vehicles, which justifies the premium pricing.

2. Maruti Suzuki
 Competitive Pricing: Maruti Suzuki is known for its competitive pricing strategy
in India. They target the mass market and price-sensitive customers by offering
vehicles at relatively affordable prices compared to competitors. Maruti Suzuki
aims to provide maximum value for money to customers, focusing on
affordability and low ownership costs.

 Cost Optimization: Maruti Suzuki has established a strong local manufacturing

base in India, which enables them to optimize costs and offer competitive prices.
They leverage economies of scale and operational efficiencies to keep their
production and distribution costs low, allowing for more competitive pricing.

3. Pricing Range and Segments

 Toyota: Toyota offers a wide range of vehicles in different segments, including
sedans, SUVs, MPVs, and hybrid models. Their pricing strategy reflects the

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 positioning of each vehicle segment, with premium pricing for higher-end models
and competitive pricing for more mainstream models.

 Maruti Suzuki: Maruti Suzuki focuses on the small and compact car segments,
which are known for their affordability. They offer a diverse range of vehicles in
these segments, including hatchbacks, sedans, SUVs, and electric vehicles. Maruti
Suzuki's pricing strategy aims to capture a significant market share by targeting
customers across different price points within these segments.

4. Pricing Adjustments and Offers

 Toyota: Toyota may occasionally offer discounts, promotional offers, or
financing schemes to attract customers and boost sales. These initiatives can vary
depending on market conditions, new model launches, or seasonal campaigns.

 Maruti Suzuki: Maruti Suzuki frequently offers discounts, promotional offers,

and exchange programs to attract customers. They often introduce limited-time
schemes, special edition models, or festive season offers to drive sales. Maruti
Suzuki's pricing strategy also includes providing value-added features at
competitive prices.

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CORPORATE SOCIAL RESPONSIBILITY (CSR)
ANALYSIS

Corporate social responsibility is a business model by which companies make a concerted

effort to operate in ways that enhance rather than degrade society and the environment.
CSR helps both improve various aspects of society as well as promote a positive brand
image of companies.

Toyota, as a multinational corporation, has a strong commitment to corporate social

responsibility across its global operations, including in India. Various CSR of Toyota in
India are:

1. Environmental Sustainability
Toyota focuses on reducing the environmental impact of its operations and products. In
India, the company has been actively working on promoting energy-efficient
technologies and manufacturing processes. Toyota has invested in hybrid and electric
vehicle technologies to support the country's shift towards sustainable mobility. They
have introduced hybrid models like the Toyota Camry Hybrid and Toyota Vellfire in the
Indian market.

2. Skill Development and Education

Toyota emphasizes skill development and education to contribute to the social and
economic progress of communities. The Toyota Technical Training Institute (TTTI) in
Bangalore provides vocational training to economically disadvantaged youth. TTTI offers
courses in automobile assembly, welding, and mechatronics, equipping students with
industry-relevant skills.

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3. Road Safety Initiatives
Toyota actively promotes road safety awareness in India. The company has launched
initiatives like the Toyota Driving School to educate and train individuals on safe driving
practices. They conduct various programs and campaigns to promote responsible driving
behavior and reduce road accidents.

4. Community Engagement
Toyota engages with local communities in India through various programs. The Toyota
Kirloskar Motor (TKM) plant in Bidadi, Karnataka, focuses on community development
activities in nearby villages. They undertake initiatives related to healthcare, education,
and infrastructure development, aiming to improve the quality of life for residents.

5. Disaster Relief
Toyota extends support during natural disasters and calamities in India. They have
contributed to relief efforts by providing financial aid, equipment, and vehicles to assist
in relief operations and rehabilitation programs.

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 Maruti Suzuki, one of India's leading automobile manufacturers, has a strong
commitment to corporate social responsibility (CSR) and has implemented various
initiatives to make a positive impact on society.

Here are some key aspects of Maruti Suzuki's CSR activities in India:

1. Road Safety
Maruti Suzuki has taken several initiatives to promote road safety in India. The company
conducts road safety awareness programs, driving training courses, and workshops for
drivers, school children, and other stakeholders. They have also established road safety
institutes to impart comprehensive training on safe driving practices.

2. Skill Development
Maruti Suzuki has focused on skill development initiatives to empower youth and
enhance employability. They have set up several skill training centers, known as Maruti
Suzuki Automobile Skill Enhancement Centers (ASEC), across India. These centers
provide training in automobile mechanics and related skills to unemployed youth,
enabling them to find gainful employment.

3. Environment Conservation
Maruti Suzuki is committed to environmental sustainability. The company has taken
measures to reduce its carbon footprint and promote environmental conservation. They
have adopted eco-friendly manufacturing processes and implemented energy-efficient
technologies in their facilities. Maruti Suzuki has also undertaken tree plantation drives
and initiatives for waste management and water conservation.

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4. Health and Sanitation
Maruti Suzuki actively supports health and sanitation initiatives. They have undertaken
projects to provide access to clean drinking water, sanitation facilities, and healthcare
services in rural areas. The company has collaborated with non-governmental
organizations (NGOs) and local communities to implement these initiatives effectively.

5. Community Development
Maruti Suzuki focuses on community development and welfare programs. They
undertake projects that aim to uplift underprivileged communities, promote education,
and support social welfare initiatives. The company provides scholarships to meritorious
students from economically disadvantaged backgrounds and contributes to the
development of schools and educational infrastructure.

6. Disaster Relief
Maruti Suzuki responds to natural disasters by providing relief and rehabilitation support.
They have extended assistance during times of crisis, such as floods, earthquakes, and
other calamities. The company actively collaborates with governmental and non-
governmental organizations to ensure timely and effective relief measures.

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MARKETING ANALYSIS

 Marketing strategies of Toyota

Toyota, a global automotive brand, employs various marketing strategies to promote its
products and maintain its market presence. Here are some key marketing strategies
commonly associated with Toyota:

1. Strong Brand Image

Toyota has established a strong brand image built on the pillars of reliability,
durability, and quality. The company emphasizes these qualities in its marketing
efforts to instill confidence in customers and differentiate itself from competitors.

2. Product Diversification
Toyota offers a wide range of vehicles catering to different market segments and
customer preferences. This diversification strategy allows them to target various
customer segments, including compact cars, sedans, SUVs, hybrids, and electric vehicles.

3. Emphasis on Innovation
Toyota has positioned itself as a leader in automotive innovation, particularly in the field
of hybrid and electric vehicles. The company highlights its technological advancements,
fuel efficiency, safety features, and sustainability efforts to appeal to environmentally
conscious consumers.

4. Customer-Centric Approach
Toyota places a strong emphasis on understanding customer needs and preferences. They
conduct market research, customer surveys, and feedback analysis to gather insights and

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tailor their marketing strategies accordingly. Toyota aims to build long-term relationships
with customers by providing products that meet their expectations.

5. Digital Marketing and Online Presence

Toyota recognizes the importance of digital marketing channels to reach a wider
audience. They leverage various online platforms, including their website, social media
channels, and digital advertising, to engage with customers, showcase their products, and
disseminate brand-related content.

6. Sponsorships and Partnerships

Toyota engages in strategic sponsorships and partnerships to enhance its brand visibility
and reach. They often collaborate with sports events, teams, and celebrities to connect
with their target audience and create brand associations with performance, reliability, and
success.

7. Emphasis on Safety
Toyota places a strong emphasis on safety in its marketing campaigns. They promote
their advanced safety technologies, such as collision avoidance systems, adaptive cruise
control, and lane departure warning, to instill trust and confidence in customers.

8. Community Engagement
Toyota actively engages with local communities through corporate social responsibility
initiatives. They support various social causes, environmental sustainability projects, and
educational programs, which helps to build a positive brand image and connect with
customers on a deeper level.

9. Personalization and Customization

Toyota offers personalization options to allow customers to tailor their vehicles to their
preferences. They promote customization features and accessories to create a unique
ownership experience for customers.
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10. After-Sales Services
Toyota focuses on providing excellent after-sales services to enhance customer
satisfaction and loyalty. They offer comprehensive service packages, extended
warranties, and customer support to ensure a positive ownership experience.

 Marketing strategies of Maruti Suzuki

Maruti Suzuki, the leading automobile manufacturer in India, implements several
marketing strategies to promote its products and maintain its market dominance.

Here are some key marketing strategies commonly associated with Maruti Suzuki:

1. Extensive Product Portfolio

Maruti Suzuki offers a diverse range of vehicles spanning various segments,
including hatchbacks, sedans, SUVs, and vans. This broad product portfolio enables
them to cater to different customer preferences and market segments.

2. Affordable Pricing
Maruti Suzuki focuses on providing affordable options for customers without
compromising on quality and features. Their competitive pricing strategy aims to
appeal to cost-conscious buyers, making their vehicles accessible to a wide range of
customers.

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3. Strong Brand Value
Maruti Suzuki has built a strong brand image over the years by emphasizing attributes
such as reliability, fuel efficiency, low maintenance costs, and widespread service
network. Their marketing efforts highlight the trust and value associated with the
brand.

4. Extensive Dealer Network

Maruti Suzuki has an extensive network of dealerships and authorized service centers
across India. This widespread presence ensures convenient accessibility for customers
and enhances their ownership experience.

5. Promotional Campaigns and Offers

Maruti Suzuki frequently launches promotional campaigns and offers to attract
customers. These may include discounts, special financing options, exchange
bonuses, or added features at competitive prices. Such campaigns create a sense of
value and urgency among customers.

6. Digital Marketing and Online Presence

Maruti Suzuki actively engages in digital marketing initiatives to reach a wider
audience. They maintain an online presence through their website and social media
platforms, where they share product information, updates, and engage with customers
through interactive content.

7. Emphasis on Safety and Technology

Maruti Suzuki emphasizes safety features and technological advancements in its
marketing campaigns. They highlight advanced safety features, such as airbags, anti-lock
braking systems (ABS), and stability control, along with technological innovations like
touchscreen infotainment systems and connected car features.
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8. Customer Engagement and Loyalty Programs
Maruti Suzuki focuses on building customer loyalty through engagement initiatives. They
organize events, customer meets, and test-drive experiences to create a sense of
community and strengthen customer relationships. Loyalty programs, such as service
discounts and exclusive benefits, are also implemented to retain existing customers.

9. Product Customization
Maruti Suzuki offers customization options to allow customers to personalize their
vehicles. They promote various accessories and customization packages, enabling
customers to create a unique ownership experience.

10. CSR Initiatives

Maruti Suzuki actively engages in corporate social responsibility (CSR) initiatives, such
as road safety awareness programs, skill development, and environmental sustainability
efforts. These initiatives contribute to the brand's positive image and resonate with
socially responsible customers.

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Toyota and Maruti Suzuki are two prominent automobile manufacturers in India with
distinct marketing strategies. Here's a comparison of their marketing strategies in the
Indian market:

1. Brand Positioning
 Toyota: Toyota focuses on positioning itself as a premium brand in India,
emphasizing qualities such as reliability, durability, and advanced technology. Their
marketing messages highlight the superior quality and features of their vehicles,
targeting customers seeking a higher-end and luxurious driving experience.

 Maruti Suzuki: Maruti Suzuki has positioned itself as a trusted and affordable brand
in India. Their marketing strategies revolve around promoting value for money, fuel
efficiency, and low maintenance costs. Maruti Suzuki targets a wide range of
customers, including first-time car buyers and the mass market, emphasizing
practicality and affordability.

2. Product Portfolio
 Toyota: Toyota offers a diverse product portfolio in India, including sedans, SUVs,
MPVs, and hybrid vehicles. They cater to customers seeking premium and
technologically advanced vehicles. Toyota's marketing strategies focus on
highlighting the features, safety, and advanced technology in their vehicles, appealing
to a more discerning customer base.

 Maruti Suzuki: Maruti Suzuki has a strong presence in the small and compact car
segments, which dominate the Indian market. Their product portfolio includes
hatchbacks, sedans, SUVs, and electric vehicles. Maruti Suzuki's marketing strategies
emphasize affordability, fuel efficiency, and low ownership costs, targeting price-
sensitive customers and first-time buyers.

3. Advertising and Promotions

 Toyota: Toyota employs various advertising channels in India, including television,
digital media, print, and outdoor advertising. They often highlight the advanced
features, comfort, and safety aspects of their vehicles. Toyota also sponsors sports
events and engages in promotional campaigns to create brand visibility and customer
engagement.

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 Maruti Suzuki: Maruti Suzuki is known for its extensive advertising campaigns in
India. They leverage television, digital media, print media, and outdoor advertising to
reach a wide audience. Their marketing messages focus on product features, attractive
offers, and discounts. Maruti Suzuki also runs promotional activities at dealership
networks and conducts customer engagement programs to enhance brand visibility.

4. Digital Marketing and Online Presence

 Toyota: Toyota has a strong online presence and actively engages in digital marketing
in India. They maintain a user-friendly website with detailed product information and
online configurators. Toyota also utilizes social media platforms to connect with
customers, share updates, and run digital marketing campaigns.
 Maruti Suzuki: Maruti Suzuki has invested significantly in digital marketing and has
a well-designed website providing comprehensive information about their vehicles,
offers, and services. They engage with customers through social media platforms,
conduct online contests, and encourage user-generated content. Maruti Suzuki also
offers online booking and service appointment facilities.

5. Customer Engagement and After-sales Services

 Toyota: Toyota places importance on customer satisfaction and offers comprehensive
after-sales services in India. They have a wide service network and provide warranty
programs, maintenance plans, and customer support centers. Toyota also conducts
customer feedback programs to gather insights and continuously improve their
services.

 Maruti Suzuki: Maruti Suzuki has a strong focus on customer satisfaction and offers
an extensive service network across India. They provide after-sales services such as
warranty programs, service camps, and 24x7 roadside assistance. Maruti Suzuki also
engages with customers through loyalty programs and conducts regular customer
feedback surveys.

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MARKET SEGMENTS

 Market segment of Toyota in India

In the Indian market, Toyota caters to various market segments with its range of vehicles.
Here are the primary market segments targeted by Toyota in India:

1. Compact Cars
Toyota focuses on the compact car segment, which is highly popular in India. Models
like the Toyota Glanza and Toyota Urban Cruiser are designed to cater to the needs of
urban commuters and small families looking for fuel efficiency, compact size, and
affordability.

2. Midsize Sedans
Toyota offers midsize sedans targeting families, professionals, and individuals looking
for comfortable and reliable transportation with spacious interiors and advanced features.
The Toyota Camry and Toyota Yaris are examples of midsize sedans offered by Toyota
in India.

3. SUVs and MPVs

Toyota has a strong presence in the SUV and MPV segments in India. They offer models
like the Toyota Fortuner, Toyota Innova Crysta, and Toyota Urban Cruiser to cater to the
needs of families, adventure enthusiasts, and individuals seeking spaciousness, utility,
and versatility.

4. Hybrid Vehicles
Toyota is known for its hybrid technology and offers hybrid variants of some of its
popular models in India. The Toyota Camry Hybrid and Toyota Vellfire Hybrid are
examples of hybrid vehicles offered by Toyota, targeting customers looking for fuel
efficiency and eco-friendly options.
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 Market segment of Maruti Suzuki in India
Maruti Suzuki, the largest automobile manufacturer in India, caters to various market
segments with its extensive range of vehicles. Here are the primary market segments
targeted by Maruti Suzuki in India:

1. Entry-Level Hatchbacks
Maruti Suzuki has a strong presence in the entry-level hatchback segment, targeting first-
time car buyers, budget-conscious customers, and urban commuters. Models like the
Maruti Suzuki Alto, Maruti Suzuki S-Presso, and Maruti Suzuki Wagon R are popular
choices in this segment.

3. Compact Hatchbacks
Maruti Suzuki offers compact hatchbacks that appeal to a wider range of customers,
including small families and urban commuters seeking a balance of affordability,
practicality, and features. Models like the Maruti Suzuki Swift and Maruti Suzuki Baleno
are notable offerings in this segment.

4. Compact Sedans
Maruti Suzuki caters to the compact sedan segment, which attracts customers looking for
a balance of affordability and sedan-like features. The Maruti Suzuki Dzire is a well-
known compact sedan in India, offering comfortable seating, ample space, and fuel
efficiency.

5. Midsize Sedans
Maruti Suzuki has a presence in the midsize sedan segment targeting families,
professionals, and individuals seeking spaciousness, comfort, and advanced features. The
Maruti Suzuki Ciaz is a popular midsize sedan offering from the brand.

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6. SUVs and Compact SUVs
Maruti Suzuki has expanded its presence in the SUV segment in recent years. They offer
compact SUVs like the Maruti Suzuki Vitara Brezza and Maruti Suzuki S-Cross,
targeting customers looking for the ruggedness, versatility, and higher seating position
associated with SUVs.

7. Vans and MPVs

Maruti Suzuki offers vans and multi-purpose vehicles (MPVs) targeting customers in
need of spaciousness, practicality, and seating capacity. The Maruti Suzuki Ertiga is a
popular choice in the MPV segment, catering to families and commercial usage.

8. Electric Vehicles
Maruti Suzuki has ventured into the electric vehicle (EV) segment in India. They have
introduced the Maruti Suzuki Wagon R Electric and are expected to launch more electric
models in the future to cater to the growing demand for eco-friendly transportation.

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 Toyota and Maruti Suzuki, as automobile manufacturers, have different market
segment focuses in India. While both companies offer a range of vehicles, they
prioritize different segments based on their target customers and market positioning.
Here's a comparison of their market segments in India:

1. Toyota
Toyota primarily targets the mid-size and premium segments in the Indian market. They
offer vehicles in segments such as sedans, SUVs, and MPVs. Some of their popular
models in India include the Toyota Innova Crysta (MPV), Toyota Fortuner (SUV), and
Toyota Camry (sedan). These vehicles are positioned as reliable, feature-rich, and often
come with advanced technologies. Toyota aims to cater to customers seeking higher-end
vehicles with a focus on quality and comfort.

2. Maruti Suzuki
Maruti Suzuki is the leading automobile manufacturer in India and has a strong presence
across various market segments. Their primary focus is on the small and compact car
segments, which are highly popular in India. Maruti Suzuki offers a wide range of
hatchbacks, sedans, SUVs, and electric vehicles. Some of their popular models include
Maruti Suzuki Swift, Maruti Suzuki Dzire, Maruti Suzuki Vitara Brezza, and Maruti
Suzuki Alto. These vehicles are known for their affordability, fuel efficiency, low
maintenance costs, and widespread service network. Maruti Suzuki aims to cater to the
mass market and price-sensitive customers in India.

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CHAPTER III

CONCEPTUAL
FRAMEWORK

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Consumer preferences encompass individual subjective inclinations, likes and dislikes,
and predispositions. They pertain to the personal judgments and selections made by
individuals or groups of consumers regarding different products, services, or experiences.
Consumer preferences reflect the level of fondness or preference given to a particular
offering compared to others available in the market. Multiple factors contribute to
shaping consumer preferences, including personal tastes, needs, desires, values, past
experiences, and external influences like marketing messages, peer recommendations,
and societal norms.

Consumer preferences exert a significant influence on purchasing decisions and

consumer behavior. They assist individuals in choosing products or services that align
with their preferences and provide maximum satisfaction or utility. Understanding
consumer preferences holds paramount importance for businesses as it aids in developing
targeted marketing strategies, designing products that fulfill customer needs, and
establishing positive brand experiences. Consumer preference analysis entails a research
process aimed at comprehending and analyzing the factors that impact consumer
preferences for various products, services, or experiences. This analysis involves
studying consumer behavior, attitudes, and decision-making processes to gain insights
into why consumers exhibit a preference for specific options over others.

Consumer preference analysis typically involves the following steps:

Defining the research objective: Clearly articulating the specific aspect of consumer
preferences to be examined, such as product attributes, pricing factors, brand preferences,
or purchase motivations.

Data collection: Utilizing diverse research methods such as surveys, interviews, focus
groups, or observations to gather data on consumer preferences. This may entail
requesting consumers to rate or rank different options, assess product attributes, or
express their opinions and preferences.

Data analysis: Examining the collected data to identify patterns, trends, and associations
between consumer preferences and various factors. This may involve statistical analysis,
qualitative analysis, or the utilization of advanced techniques like conjoint analysis or
choice modeling.

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Interpretation of results: Interpreting the analyzed data to derive meaningful insights and
implications for decision-making. This involves understanding the primary drivers of
consumer preferences, identifying segments or target markets, and evaluating the impact
of different factors on consumer choices.

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CONSUMER PREFERENCE ANALYSIS

To gain a deeper understanding of consumer preferences and perceptions regarding the

brands, a primary consumer survey was conducted as part of this project. The survey
aimed to gather valuable insights directly from the target audience of the consumers,
enabling us to make data-driven decisions and enhance our understanding of consumer
behavior.

The primary consumer survey was designed to achieve the following objectives:
 Assess consumer satisfaction levels with the brands.
 Identify factors influencing purchase decisions and brand loyalty.
 Gather feedback on specific features or aspects of product offerings.

The survey adhered to ethical guidelines, ensuring participant confidentiality and data
privacy. All responses were kept anonymous and strictly used for the purpose of this
study. The survey was administered through an online platform named Google Forms,
allowing participants to conveniently provide their responses. Respondents were
contacted via whatsapp, and the survey remained open for a period of 2 weeks.

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 CHAPTER IV

ANALYSIS AND
INTERPRETATION
OF DATA

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QUESTIONNAIRE

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48
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From the consumer survey we conducted to understand why customers prefer which
brand as their first preference, out of our 107 responses, we drew the following
conclusions-

 Age
We got a huge range of different generations of people who have grown up on these
automobile brands. We have an age group starting from mere 6 years to as high as 50
years.

 Gender
75.7% people who filled the survey were females and 23.4% were males and
remaining preferred not to say.

 Which car do you own right now?

Out of 107 responses of people, 36 people own Maruti Brand Cars and 15 own
Toyota Brand Cars.

 Which brand do you prefer?

Various brands preferred by people were:

Toyota, Tata, Maruti Suzuki, Rolls Royce, Kia, Hyundai, Volkswagen, BMW,
Skoda, Mahindra, Audi, Tesla, and Ford.

 Why do you prefer this brand?

Few of the main judgement criteria for preferring a brand were – Pricing, Quality and
Maintenance. Few people also considered Speed, Performance, Driving experience,
etc.

 How satisfied are you with your preferred brand?

Out of the total responses, 38.3% people were very satisfied with their preferred
brand, 43.9% people were satisfied with their preferred brand, 16.8% people
remained neutral and remaining 1% people were very disappointed with their
preferred brand.

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 How will you rate its pricing?
On a scale of 1-5, 1 being expensive and 5 being much affordable, 29.9%
people believe it's much reasonable, 3.7% people believe it's very expensive
brand whereas 25.2% people believe it's neutral, 5.6% people believe it's
expensive brand, 35.5% people believe it's reasonable.

 How will you rate your preferred company's marketing skills?

On a scale of 1-5, 1 being best and 5 being worst, around 3.7% people believe
that their preferred brand has very good marketing skills,6.5% people believe
that their preferred brand has good marketing skills, 30.8% people remained
neutral,41.1% people believe their preferred brand has bad marketing skills and
17.8% people believe their preferred brand has worst marketing skills.

 How often do you see your preferred brand's advertisement?

Out of the total responses,68.2% people often see their preferred brand's
advertisement, 28% people rarely see their preferred brand's advertisement, and
remaining selected never.

 What feedback do you have for your preferred brand?

While most of the people appreciated the affordability, performance, good

customer service of their brand. Few people believed that the brands could
increase the safety features of the car, or launch more premium designs.
Moreover, people would prefer to see their brands go into electric cars.

 What's the first thing that comes in your mind when you hear
your preferred brand's name?

Various People had very different responses for this question, but some of the
common responses were affordable, premium, good design, durable, trustworthy,
good quality, etc.

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 Is your brand's servicing easily available?

Out of the responses, 86% people believe that their brand's servicing is easily
available, 4.7% people believe that their brand's servicing is not easily available,
and remaining people believe selected maybe.

 How feasible do you find the service centers of your preferred

brand?

Out of the total responses, 7.5% people do not find the service centers of their
preferred brand easily, 22.4% people remained neutral and around 70% people
find the service centers of their preferred brand easily.

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CHAPTER V

CONCLUSION

53
While Maruti Suzuki holds a dominant position in the Indian market, according to the
questionnaire survey conducted, Toyota is favored over Maruti Suzuki by certain
consumers in India. Here is a conclusion regarding the factors that might lead to Toyota
being favored.

1. Quality and Reliability

Toyota is known for its superior build quality and reliability, which can be an
important factor for customers who prioritize long-term durability and peace of
mind. Toyota vehicles often have a reputation for requiring fewer repairs and
maintenance, which can contribute to their preference over Maruti Suzuki models.

2. Safety Features
Toyota vehicles typically come equipped with a comprehensive set of safety
features, including advanced driver-assistance systems (ADAS). In comparison,
some Maruti Suzuki models may have limited safety features, especially in the
entry-level segment. Consumers who prioritize safety may lean towards Toyota
for its commitment to providing enhanced safety measures.

3. Premium Ownership Experience

Toyota is perceived as a more premium brand compared to Maruti Suzuki. The
ownership experience of Toyota vehicles often includes better after-sales service,
customer support, and a more refined driving experience. Customers seeking a
higher level of sophistication and comfort may favor Toyota over Maruti Suzuki.

4. Technological Advancements
Toyota has been at the forefront of introducing hybrid and electric vehicle
technology. For customers interested in eco-friendly options, Toyota's hybrid
models, such as the Camry Hybrid and Prius, may be more appealing. Toyota's
focus on innovation and advanced technology can sway customers looking for
more advanced features and sustainability.

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It's important to note that Maruti Suzuki continues to have a strong market presence and a
wide range of affordable and fuel-efficient vehicles that cater to the mass market in India.
However, for consumers who prioritize factors like quality, reliability, safety, and a
premium ownership experience, Toyota may be favored over Maruti Suzuki. Ultimately,
the choice between the two brands depends on individual preferences, budget, and
specific requirements of the customer.

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 BIBLIOGRAPHY

 https://www.statista.com/statistics/610663/maruti-suzuki-sales-volume-india/

 https://www.91wheels.com/news/maruti-suzuki-xl6-vs-toyota-rumion-detailed-spec-
comparison

 https://www.researchgate.net/publication/
366899483_Innovations_in_the_Indian_Automobile_Industry_An_Industry_Analysis
_of_Maruti_Suzuki_India_Limited

 https://www.ibef.org/industry/india-automobiles

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 APPENDIX

1. Primary survey conducted on “TOYOTA VS MARUTI

SUZUKI”.

https://docs.google.com/forms/d/e/
1FAIpQLSduQD_RLgblwzBZUtf2XY8fl9Y4pOAqxIC5OexmgT3PIOLmQA/
viewform?usp=sf_link

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