MAIN INDEX

SR. NO. PARTICULAR PAGE NO.

INTRODUCTION
➢ History
➢ Company profile
1.
➢ Organisation chart
➢ Achievement
➢ SWOT analysis

MARKETING DEPARTMENT
➢ Introduction to Marketing department
2. ➢ Organisation chart
➢ Marketing strategy/ activities
➢ 5 years Marketing mix of the company

RESEARCH METHODOLOGY
➢ Introduction to Marketing research
➢ Marketing research process
➢ Defining problem research and objectives
➢ Develop research plan
3.
✓ Data source
✓ Research design
✓ Research approach
✓ Sampling procedure
✓ Contact methods

4. DATA ANALYSIS & INTERPRETATION

5. FINDINGS

6. CONCLUSION
7. SUGGESTIONS

8. LIMITATION

9. BIBLIOGRAPHY

10. APPENDIX ( ATTACHMENT )

 INTRODUCTION

INDEX

SR. NO. PARTICULAR PAGE NO.

1. HISTORY

2. COMPANY PROFILE

3. ORGANISATION CHART

4. ACHIEVEMENTS

5. SWOT ANALYSIS
HISTORY OF THE COMPANY

Suzuki Motor Corporation

was founded in 1909 by
Michio Suzuki in Hamamatsu,
Japan. Initially, the company focused on producing looms for the textile industry, helping to
modernize Japan’s silk production. However, after World War II, Suzuki’s leadership saw the
growing potential of the automobile and motorcycle industries. In 1952, Suzuki shifted its
focus to motorcycles and introduced its first model, the Power Free. This lightweight
motorcycle was revolutionary at the time because it was affordable, simple, and reliable,
allowing Suzuki to capture the growing demand for personal transportation in Japan. By the
mid-1950s, Suzuki had become a major motorcycle manufacturer, both in Japan and abroad.

In 1955, Suzuki began automobile production with the release of the Suzulight, a
small and affordable car. This was Japan’s first passenger car to feature a front-wheel-drive
layout and independent suspension, which made it more comfortable and efficient for drivers.
With the success of the Suzulight, Suzuki became a well-established player in the automotive
sector. Throughout the 1960s and 1970s, Suzuki expanded its reach by producing various
models of cars, motorcycles, and all-terrain vehicles (ATVs). The company also formed
strategic partnerships with other manufacturers, including General Motors in 1981, which
enabled Suzuki to grow its presence globally. By the 1980s, Suzuki had solidified its
reputation as a manufacturer of affordable and reliable motorcycles, cars, and all-terrain
vehicles.

Suzuki’s entry into the Indian automobile market began in 1981, when it formed a
joint venture with the Indian government to create Maruti Udyog Limited, later renamed
Maruti Suzuki India Limited. At that time, India’s automobile market was heavily controlled
by the government, and there were very few options available for the growing middle class.
The Indian government wanted to introduce affordable cars to meet the rising demand, and
Suzuki was chosen for its expertise in producing small, fuel-efficient vehicles. The result was
the Maruti 800, launched in 1983, which became a landmark model in India’s automotive
history. The Maruti 800 was a compact, affordable, and fuel-efficient car that could be easily
maintained, making it an ideal choice for Indian consumers. It was the first car for millions of
Indian families, transforming car ownership in India and making Maruti Suzuki the market
leader.

The success of the Maruti 800 helped Maruti Suzuki grow rapidly in India, and the
company continued to expand its product range over the following decades. It introduced a
variety of models, such as the Maruti Zen in the 1990s, followed by the Esteem, Swift, and
Dzire, among others. The company also began modernizing its production methods,
expanding its manufacturing capacity, and improving vehicle quality to cater to a growing
middle class. As India’s economy opened up in the 1990s, Maruti Suzuki was well-positioned
to take advantage of liberalization, offering vehicles that appealed to a broad spectrum of
consumers. Over time, Suzuki increased its stake in Maruti Udyog, eventually becoming the
majority shareholder and ensuring greater control over the company’s operations. By the
2000s, Maruti Suzuki had become the undisputed leader in the Indian automobile market.

Suzuki Motorcycle India, a subsidiary of Suzuki Motor Corporation, was established

in 2006 to bring Suzuki’s motorcycles and scooters to the Indian market. While motorcycles
were already popular in India, Suzuki had to compete with strong local brands like Hero
MotoCorp, Bajaj, and TVS, which dominated the motorcycle segment. Suzuki’s challenge
was to carve out a niche in a crowded market by offering products that could appeal to both
the premium and budget-conscious segments of consumers. Suzuki launched a range of
scooters and motorcycles, including the Suzuki Access 125 scooter and the Suzuki Gixxer
series of motorcycles, which were well-received for their performance, style, and value for
money.

Despite initial challenges, Suzuki Motorcycle India found its place in the market by
focusing on innovation, quality, and performance. The Access 125 became one of the leading
scooters in India, known for its fuel efficiency and comfortable ride. In the motorcycle
segment, Suzuki’s Gixxer series, which offered sporty performance at an affordable price,
also gained popularity. As the company continued to grow, it expanded its product lineup to
include more premium models, like the Suzuki Intruder and Suzuki V-Strom, catering to
motorcycle enthusiasts who desired higher-performance bikes.

Suzuki Motorcycle India invested heavily in expanding its production capabilities,

establishing plants in various parts of India to meet the rising demand for motorcycles and
scooters. It also increased its distribution network to reach more regions, ensuring its products
were available in both urban and rural markets. The company’s growth strategy also included
focusing on customer satisfaction, offering service networks and spare parts availability
across the country. As of today, Suzuki Motorcycle India continues to be a major player in the
Indian market, with plans to expand further by introducing new models and increasing its
presence in the growing premium motorcycle segment.

Overall, Suzuki’s journey in India has been marked by successful adaptations to local
market needs. Maruti Suzuki revolutionized the Indian car market, while Suzuki Motorcycle
India has made inroads into the competitive motorcycle sector by focusing on value,
performance, and reliability.
COMPANY PROFILE

Name of Company Suzuki motorcycle private limited company

Headquarter of India New Delhi
1. Gurgaon Plant:
Address: Maruti Suzuki India Limited, Palam-Gurgaon Road,
Gurgaon - 122015, Haryana, India.
2. Manesar Plant:
Address: Maruti Suzuki India Limited, Plot No. 1, Phase 3A,
Manufacturing
Industrial Model Township, Manesar, Gurgaon - 122051,
Address
Haryana, India.
3. Gujarat Plant:
Address: Suzuki Motor Gujarat Private Limited, Hansalpur
Village, Mandal Taluka, Ahmedabad District - 382130, Gujarat,
India.
Maruti Suzuki India Limited
CIN : L34103DL1981PLC011375
Corporate Office
1, Nelson Mandela Road,
Address
Vasant Kunj, New Delhi - 110070
India
Type of Organisation Private limited company
Nature of Organisation Automobile manufacturing industry
Large scale organisation
Scale & Turnover of
Approximate revenue :- ₹ 1,25,000 crores (in 2023)
Organisation
Approximate P.A.T. :- ₹ 8,211 crores (in 2023)
HSBC India, SBI, Union Bank of India, DSB Bank India,
Banker
standard chartered Bank
Kunal pahwa ( internal auditor ) , Taisuke toyoda ( full time
Auditor
auditor at global )
www.suzukimotorcycle.in
Contact Details Contact number :- 011-4607-5418
Toll free number :- 18001217996
ORGANISATION CHART

Suzuki motorcycle private limited company in India , Mr. Kenichi Umeda is managing
director of the company. Mr. Rajesh Uppal and Mr. Masahiro Nishikawa both are directors of
the Suzuki motorcycle private limited company. Ms . Deepali Mishra who is marketing & HR
head and Mr. Vijay Sharma who is service Head works under director of the Suzuki
motorcycle private limited company is Mr. Rajesh Uppal. And Mr. Satish Bhardwaj who is
handling production & operation department and Ms. Sneha Oberoi who is auditing and
managing company’s finance who work under director of the Suzuki motorcycle private
limited company is Mr. Masahiro Nishikawa.
ACHIEVEMENTS OF THE COMPANY
The following awards achieved by Suzuki Motorcycle Private Limited Company in
India :-

SR. No. Name of Awards & Year Reason

Adventure motorcycle of the year –
1. Motoring World Awards 2023
Suzuki V Strom SX

2. Motoring World Awards 2023 Design of the year – Suzuki Katana

Motorcycle of the year – Suzuki V

3. Car & Bike Awards 2023
Strom SX
Adventure Tourer of the Year for V
4. Turbocharged Awards 2023
Strom SX
Premium Bike of the year for
5. Acko Drive Award 2023
KATANA
Acko Drive Awards 2023 Premium Performance Motorcycle of
6.
the year for KATANA
Adventure – Motorcycle of the year
7. Acko Drive Awards 2023
for V-Strom SX
Top Gear Awards 2023 Two-Wheeler Of The Year Upto
8.
250CC – Suzuki V-STROM SX
Top Gear Awards 2023 Two-Wheeler Of The Year : Upto
9.
1000CC – Suzuki KATANA
Bike India Awards 2023 Adventure Bike of the Year – V Strom
10.
SX
Auto car Awards 2023 Premium Bike of the Year – Suzuki
11.
Katana

12. ABP Live Auto Awards 2022 Premium Bike of the Year

Jagran Hitech Awards 2022 Premium Bike Of The Year – Suzuki

13.
Katana

14. Auto X Awards 2022 Best of 2022 – Suzuki Katana

 15. Zee Auto Awards 2022 Design of the Year – Suzuki Katana

16. Faster Awards 2022 Premium Bike of the Year 2022

Motoring World Awards 2022 Superbike of the Year 2022 Suzuki

17.
Hayabusa
Premium Bike of the Year – Suzuki
18. Bike India Awards 2022
Hayabusa

19. Auto x 2021 Best of 2021 – Suzuki Hayabusa

Jagran hitech Awards 2021 Performance Bike of the Year – Suzuki

20.
Hayabusa
Top Gear Awards 2022 Two-Wheeler of the Year (Up to
21.
1500cc) – Suzuki Hayabusa
Performance Bike of the Year – Suzuki
22. Auto car Awards 2022
Hayabusa
Auto x Awards 2021 Best of the best from 2021-Suzuki
23.
Hayabusa
Motoring World Awards 2020 Motorcycle of the Year 2020 Suzuki
24.
Gixxer 250
Suzuki Gixxer SF 250 won Bike of the
25. Motor Vikatan Award 2020
Year 2020

There are approximately total 120 awards Suzuki Motorcycle Private Limited
Company achieved during the year from 2014 to still today. This is stated that company
improves the product quality to each automobile products and gets customer satisfaction at
high level.
SWOT ANALYSIS

A SWOT analysis is a tool used to evaluate the strengths, weaknesses, opportunities,

and threats of a business, project, or idea. Strengths are the positive internal factors, like what
a business does well or its unique advantages. Weaknesses are the internal areas that need
improvement or might hold the business back.

Opportunities are external chances to grow or improve, such as trends or market gaps,
while threats are external challenges or risks, like competition or economic downturns. By
analyzing these four areas, businesses can make better decisions, plan strategies, and stay
competitive in their industry. It’s a simple yet powerful way to understand where you stand
and what steps to take next.

Suzuki Motorcycle India Private Limited is a prominent player in India’s two-wheeler

market, offering a range of motorcycles and scooters. Here’s a detailed SWOT analysis of the
company:

▪ Strengths of Suzuki Motorcycle

Strong Brand Reputation of Suzuki benefits from its parent company’s global
recognition, which enhances customer trust and loyalty in India. Diverse Product Portfolio
of Suzuki Motorcycle Private limited India offers a variety of two-wheelers, from commuter
bikes to premium motorcycles, catering to a broad customer base. Advanced Technology
Integration in Suzuki Motorcycle company incorporates innovative technologies into its
products, appealing to tech-savvy consumers. Strong Dealer Network of Suzuki has a
growing network of dealers and service centers across India, ensuring wider reach and better
customer support. High-Quality Manufacturing of Suzuki is known for its robust build
quality and reliability, which builds long-term trust with customers.

▪ Weaknesses of Suzuki Motorcycle

Limited Market Share of Suzuki Motorcycle compared to competitors like Hero

MotoCorp and Honda, Suzuki’s presence in the Indian market is relatively smaller. Perceived
Lower Luxury Appealing Suzuki’s positioning as an affordable brand may create a
perception of being less luxurious or premium compared to some competitors. Dependence
on Specific Segment is a significant portion of sales comes from select models, making the
company vulnerable to shifts in consumer preferences. Limited Focus on Marketing of the
company has less aggressive marketing campaigns compared to its competitors, which can
impact brand visibility.

▪ Opportunities for Suzuki Motorcycle

Growing Demand for Two-Wheeler in India’s expanding middle class and

increasing urbanization present opportunities for market growth. Electric Vehicle (EV)
Market with the rising demand for electric vehicles, Suzuki can leverage its technological
expertise to develop electric two-wheelers for the Indian market. Rural Market Expansion is
increasing disposable incomes in rural areas offer potential for sales growth. Collaborations
and Partnerships forming alliances with other companies or technology providers can boost
innovation and market penetration.

▪ Threats to Suzuki Motorcycle

Intense Competition in the Indian two-wheeler market is highly competitive, with

numerous domestic and international brands vying for market share. Regulatory Changes in
the market stringent emission norms and safety regulations can increase production costs and
require continuous product updates. Economic Volatility ‘s Fluctuations in the economy can
impact consumer purchasing power, affecting sales. Rising Input Costs increasing in raw
material costs can pressure profit margins, especially in the price-sensitive Indian market.
 MARKETING DEPARTMENT

INDEX

SR. NO. PARTICULAR PAGE NO.

1. INTRODUCTION

2. ORGANISATION CHART

5 YEARS MARKETING MIX

3.
DETAILS
INTRODUCTION
❖ Introduction & Meaning of Marketing :-
Marketing is the process of promoting and selling products or services in any
organization. It helps identify what customers need and find ways to meet those needs. By
sharing the value of products or services, marketing helps attract customers and build strong
relationships with them. It also helps create awareness about the organization and its
offerings, leading to growth and success. Today, marketing uses both traditional methods like
advertising and modern tools like social media and online platforms. It plays a key role in
helping organizations stay competitive and achieve their goals.

“Marketing is an organisational function and a set of process for creating,

communicating, and delivering value of customers and for managing customer relationships
in ways that benefit the organisation and its Stakeholder.”
- American Marketing Association

“Marketing is the process of planning and executing the conception, pricing ,

promotion and distribution of idea , good , service and Event to create and maintain
relationship that will satisfy individual And organizational objective .”
-Boone and Kurtz

Suzuki Motorcycle Private limited company marketing departments plays a important

role in establishing and maintaining the brand’s presence in the highly competitive global
automotive market. The department’s responsibilities encompass a wide range of activities,
including market research, product promotion, advertising, public relations, and sales support.
This study aims to provide an in-depth analysis of the marketing strategies and practices
employed by Suzuki, highlighting how the company navigates the complexities of different
markets and consumer segments. The study of Suzuki’s marketing department reveals a well-
coordinated and adaptive approach to marketing that leverages both traditional and modern
methods. By focusing on consumer needs, utilizing digital platforms, and maintaining a strong
brand presence, Suzuki continues to strengthen its market position and drive growth in a
competitive industry. This comprehensive analysis highlights the critical role of the marketing
department in achieving Suzuki’s business objectives and sustaining its brand legal.
ORGANISATION CHART

In Suzuki Motorcycle Private limited company, Ms.. Deepali Mishra is marketing

head of the company . All the marketing related functions , marketing strategic decisions,
promotion strategy and other planned and controlled under managed by her. Marketing
manager managed the area manager of their different states. Area managers are handling the
authorised dealers and distributors.
MARKETING MIX OF SUZUKI MOTORCYCLE COMPANY
The marketing mix is a fundamental concept in marketing that involves balancing key
elements to meet customer needs and business goals. Traditionally defined by the 4 Ps—
Product, Price, Place, and Promotion—it guides how businesses design, price, distribute, and
promote their offerings. Each element works together to influence consumer decisions and
market success. The mix is adaptable, evolving with market trends and consumer behaviour.
Modern approaches may include additional factors like People, Process, and Physical
Evidence. This framework aims to create a comprehensive plan to distinguish a product or
service from competitors that creates value for the customer.

Marketing Strategy of Suzuki Motorcycle Company analyses the brand with the
marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are
several marketing strategies like product innovation, Pricing approach, promotion planning
etc. These business strategies of Suzuki Motorcycle Private limited company’s marketing mix
help the brand succeed in the market. Suzuki marketing strategy helps the brand/company to
position itself competitively in the market and achieve its business goals & objective.

❖ Product mix :-
A product mix is the complete range of products a company offers to its customers. It
includes all product lines, categories, and variations, such as sizes, colors, and features. The
mix has four dimensions: width (number of product lines), length (total products), depth
(variations within a product), and consistency (how related the products are). A well-planned
product mix helps meet diverse customer needs and drives business growth.

Suzuki’s product strategy focuses on offering a wide range of vehicles that cater to
diverse customer needs and preferences. The company emphasizes product quality, reliability,
and innovative features. Suzuki continuously invests in research and development (R&D) to
enhance its product offerings and stay at the forefront of technological advancements. The
company emphasizes fuel efficiency, safety features, and eco-friendly technologies in its
vehicles to align with changing consumer preferences and environmental concerns.

Suzuki’s product strategy also includes product line extensions, where it introduces
variations of existing models to cater to different market segments. For example, Suzuki
offers different trims, engine options, and configurations to provide customers with choices
that suit their specific requirements. This approach allows Suzuki to address a wider range of
customer preferences and increase market share.

Suzuki pvt ltd company have market three type of products segment like, Motorcycle ,
Big bike , Scooters. Motorcycle :- In the motor cycle segment the Suzuki make bike or sports
bike for the new / young generation . it is special design for young youth and young
generation .there are many types of bike made for them. They are also think for New
innovation in their existence products . The motorcycles are Gixxer, Gixxer SF 250, V-
Strom. Big bike :- In the big bike segment, the company made this bike for richest level or
higher class of people who can afford this bike. The blokes are Hayabusa, GSX-8R, V –
Strom 800DE, Katana and Scooters :- In this type of bike made by company the only
purposes to capture the mopped segment with affordable prices and customer satisfaction .
This type of scooters are Access 125,, Avenis, Burgman street .
❖ Price mix :-

Price mix refers to the strategies and decisions a company makes about pricing its
products or services. It includes factors like the price range, discounts, payment terms, and
pricing methods. The goal is to attract customers, stay competitive, and maximize profits. A
good price mix balances affordability for customers and profitability for the business.

Suzuki adopts competitive pricing strategies to offer affordable and value-for-money

vehicles. The company carefully considers factors such as production costs, market demand,
competition, and perceived value when determining pricing. Suzuki’s pricing strategy aims to
strike a balance between affordability and the perceived value of its products. By providing
competitively priced vehicles, Suzuki aims to attract customers who prioritize affordability
without compromising on quality and performance.

Suzuki also offers flexible pricing options, including financing plans and promotional
pricing during specific periods, to make its vehicles more accessible to a broader customer
base. The company may also introduce pricing incentives to encourage sales and drive
demand in specific markets or for specific vehicle model.

The price in the Suzuki marketing mix would cover not only bikes but also cars. The
Swift is a car that is priced cheaper while Baleno is priced higher. The Suzuki Bikes
categorized under Ultimate sport are expensive than the scooter. The pricing of the company
is in comparison to its competitors depending on the PoDs ( Product Oriented Delivery ) and
PoPs ( Point of Purchase ) go of the product line. In some categories, the company has an
upper hand over others while in some it uses penetrating strategy. The pricing of Suzuki
products also varies from region to region & based on competitor pricing as well. For
example in India the pricing is lower to suit the medium range target customers.

Suzuki Motorcycle Private Limited Company last five years prices in following table:-

Bikes On Road Price ( in ₹)

2020 2021 2022 2023 2024
₹ 78,000 to ₹ 80,000 to ₹ 82,000 to ₹ 90,500 to ₹ 96, 500 to.
Access 125
₹ 92,000 ₹ 95,000 ₹ 98,000 ₹ 1,06,000 ₹ 1,15,000
 ₹ 92.500 to ₹ 98,000 to ₹ 1,02,000 to ₹ 1,08,000 to
Avenis —
₹ 1,10,000 ₹ 1,15,000 ₹ 1,18,000 ₹ 1,25,000

Burgman ₹ 1,00,000 to ₹ 1,02,000 to ₹ 1,02,000 to ₹ 1,08,500 to ₹ 1,15,000 to

street ₹ 1,15,000 ₹ 1,20,000 ₹ 1,22,000 ₹ 1,25,000 ₹ 1,30,000

₹ 16 lakh to ₹ 16.40 lakh ₹ 17.20 lakh ₹ 18.05 lakh ₹ 19 lakh to

Hayabusa
₹ 17.5 lakh to ₹18 lakh to ₹ 19 lakh to ₹ 20 lakh ₹ 21 lakh

₹ 1,42,500 to ₹ 1,57,000 to ₹ 1,60,500 to ₹ 1,68,500 to ₹ 1,75,000 to

Gixxer
₹ 1,62,000 ₹ 1,72,000 ₹ 1,75,000 ₹ 1,82,000 ₹ 1,98,000

Gixxer-SF ₹ 1,97,,500 ₹ 1,99,500 to ₹ 2,01,500 to ₹ 2,05,000 to ₹ 2,19,500 to

250 to ₹ 2,15,000 ₹ 2,18,000 ₹ 2,21,000 ₹ 2,25,000 ₹ 2,30,000

₹ 12 lakh to ₹ 13.25 lakh ₹ 13.70 lakh ₹ 14.90 lakh ₹ 15.40 lakh to

Katana
₹ 13.2 lakh to ₹ 14 lakh to ₹ 15 lakh to ₹ 16 lakh ₹ 17 lakh

₹ 2,25,000 to ₹ 2,30,500 to ₹ 2,39,750 to ₹ 2,43,500 to ₹ 2,50,000 to

V- Strom
₹ 2,65,000 ₹ 2,70,000 ₹ 2,72,000 ₹ 2,82,000 ₹ 3,00,000

❖ Place mix :-

In simple words, place mix means the methods a company uses to deliver its products
to customers. It includes choosing the right locations, using online platforms, setting up
service centers, and partnering with distributors to make the product available wherever
customers are.

Suzuki Motorcycle Private Limited uses a smart strategy to make its motorcycles
available to customers everywhere. The company has a large network of dealerships and
showrooms where people can see, compare, and buy their bikes. For those who prefer online
shopping, Suzuki’s website and partnerships with e-commerce platforms make it easy to
browse models, book a bike, and even make a purchase from home.

To ensure customers can maintain their bikes easily, Suzuki places authorized service
centers near its dealerships. In some areas, they even provide mobile service vans to reach
customers who may not be able to visit a service centre. Suzuki also focuses on different types
of markets, including big cities, smaller towns, and rural areas, using a “tiered approach” to
meet the needs of each group effectively.
 Suzuki also exports its motorcycles to other countries, reaching international
customers. It collaborates with banks and financial companies to offer easy loan options,
making it more affordable for people to buy their bikes. This strategy ensures Suzuki’s
motorcycles are accessible to a wide range of customers.

❖ Promotion mix :-

The promotion mix is the combination of tools businesses use to promote their
products or services. It includes advertising (e.g., TV or social media), sales promotions (e.g.,
discounts), public relations (e.g., media coverage), personal selling (e.g., face-to-face sales),
and direct marketing (e.g., emails). Each tool helps attract customers, build awareness, and
increase sales. Businesses choose the mix based on their goals and target audience.

Over the past five years, Suzuki Motorcycle India Private Limited has implemented a
multifaceted promotion strategy to enhance its market presence and achieve significant
milestone:-

• In 2020 :-
During COVID – 19 , Suzuki Motorcycle Private Limited Company shifting in online
booking website and festival offers and discounts, gift card and print media i.e. newspaper
magazine are use for the promotion strategy in the year

• In 2021 :-
During 2021, Suzuki Motorcycle Private Limited Company is promoting their
products through digital campaigns like collaboration with the social influencer, festival offers
and discounts, gift card , low interest rate financial schemes and print media i.e. newspaper,
magazine are use for the promotion strategy in the year.

• In 2022 :-
During 2022, Suzuki Motorcycle Private Limited Company is promoting their
products through continue with digital campaigns like collaboration with society influencer,
social media application like Facebook, Twitter, Instagram account, festival offers and
discounts, gift card, low interest rate financial schemes, free services of the bikes after sales
and print media i.e. newspaper magazine are use for the promotion strategy in the year.
 • In 2023 :-
During 2023, Suzuki Motorcycle Private Limited Company is promoting their
products through digital campaigns social media applications , festival offers and discounts,
low interest rate financial schemes, free services of the blokes after sales, advertising in
television, using print media i.e. newspaper, magazine are use for the promotion strategy in
the year.

• In 2024 :-
During 2024 , Suzuki Motorcycle Private Limited Company is promoting their
products through digital campaigns, participants in expo and fair , festival offers and
discounts, low interest rate financial schemes, free services of the blokes after sales,
advertising in television, using print medias etc are use for the promotion strategy in the year.
 RESEARCH METHODOLOGY

INDEX

SR NO. PARTICULAR PAGE NO.

INTRODUCTION TO MARKETING
1.
RESEARCH

2. MARKETING RESEARCH PROCESS

DEFINING PROBLEM RESEARCH &

3.
OBJECTIVE
DEVELOP RESEARCH PLAN
➢ Data sources
➢ Research design
4.
➢ Research approach
➢ Sampling procedure
➢ Contact methods
INTRODUCTION TO MARKETING RESEARCH

Meaning of marketing research:

✓ It is the systematic design, collection, interpretation, reporting, of information to help

marketer to solve specific marketing problem or take advantage of marketing
opportunities.

✓ Marketing Research is the function which links the consumer, customer and public to the
marketer through information. Information used to identify and defined marketing
opportunities and problems.

✓ Marketing Research specifies the information required addressing these issues, designing
the method for collecting information, managers and implementation the data collection
process analyse the results and communicate the findings and their implication.
MARKETING RESEARCH PROCESS
Defining Problem Research & Objectives

✓ The first step towards finding a solution or launching a research study focuses on
uncovering the nature & boundaries of a negative or positive, situation or questions.
✓ The first sign of problem is relating with attaining some objective. It is a symptom that
something inside or outside the organization has blocked the attainment of the desires goal
or teat the goal is unrealistic.
✓ E.g. Decreasing sales, increasing expense or decreasing profit also signal of problem.
✓ Conversely when an organization experiences a risk rise in sales, or some other positive
event, it may conduct marketing research to discover the reasons and maximize the
opportunities stemming from them.
✓ First marketers must define the problem and its scope in a way that requires probing
specifically symptoms.
✓ The inter-relation between marketing research and marketing manager should yield a clear
definition of the problem.
✓ Research and decision maker should remain in the problem define stage until they have
determined what they want from the research and how they will use it.
✓ Research objective specifies what information is needed to solve the problem. Deciding
how to refine a broad information problem into dearly defined and researchable statement
is prerequisite for the next step in planning a research.

In this research study the research objective is Comparative Analysis Between

Suzuki Access, Honda Activa and TVS Jupiter scooters. The company also other
objectives is following:-
1. To compare engine performance and fuel efficiency.
2. To analyse pricing and value for money.
3. To evaluate unique features and technologies.
4. To check customer satisfaction and what they like the most.
5 . To review durability and build quality.
6. To compare sales, service, and resale value.
7. To analyse safety features and environmental impact.
8. To compare delivery services when purchasing
Develop The Research Plan
✓ This stage cause for developing the most effective plan for gathering the needed
information. The marketing manager needs to know the cost of research plan before
applying it.

✓ Designing the research plan cause for the decision on the data source, research
approaches, research instruments, sampling plan and contact methods.

1. Data sources:
i. Primary source
A. Observation :- (1) Personal (2) Mechanical
B. Survey :- (1) Mail, (2) Telephone, (3) Personal
ii. Secondary source
A. Internal Sources :- (1) Records , (2) Marketing data bank
B. External Sources :- (1) Reports , (2) Internet

In this research study, Researcher has use primary data through survey and secondary
data for collecting basic information.

2. Research Approaches:
▪ Survey research :-
✓ Companies under take survey to learn about people knowledge, beliefs, preferences
and satisfaction and to measure these magnitudes in the general population.
✓ It can also put the question to an ongoing consumer panel run by itself of another
company..

In this research stud, Researcher has used survey Research approach.

3. Research Design :

It is preparation of the design of the research project popularly known as the research
design.
 A research design is the arrangement of conditions for collection and analysis of data
in a manner that aims to combine relevant to the research purpose with economy in procedure.

It constitutes the blue print for the collection measurement and analysis of data.

▪ Sampling design: -This deals with the method of selecting items to be observed for the
given study.
▪ Observational design: -This relates to the condition under which the observation is to
be made.
▪ Statistical design: -Which concerns with the question of how many items are to be
observed and how the information and gathered are to be analyzed.
▪ Operational design: -Which deals with the techniques by which the prouder specifies
in the sampling, statically and observational design can be carries out.

Types of Research Design :- (1) Exploratory Research (2) Descriptive and

Diagnostic Research (3) Hypothesis Testing Research

In this research stud, Researcher has applied descriptive researcher design.

Descriptive and Diagnostic Research :-

▪ Descriptive research concerned with describing the characteristics of a particular

individual or of a group.
▪ Diagnostic research studies determine the frequency with which association with
something else, the study concerning whether certain variable are associated, are the
examples of diagnostic research study.
▪ From this point of view, the research design, the descriptive as well as diagnostic study,
share common requirement and as such we may group together these two types of
research studies. The researcher must be able to define clearly what he wants to measure
and must find adequate methods for measuring it along with a clear cut definition of
population. The design in such study must be rigid and not flexible.

Focus on: -

1. Formulating the objectives of study

2. Designing the methods of data collection
3. Selecting the sample
 4. Collecting the data
5. Processing and analyzing the data
6. Reporting

Research Instrument:

In this research study researcher has framed a questionnaire for conducting research
study as per the concerned objective as research instrument.

▪ Questionnaires :-

✓ It consists of set of question presented to respondents. It is most common instruments

used to collect primary data, it needs to be carefully developed, tested and debugged.
✓ The form of questions must be open ended and close ended. Close ended questions are
possible answers and provide answers that are easier to interpret and tabulate.
✓ Open ended question allow respondent to answer in their words and often reveal more
about people thinks. They are especially useful in exploratory research, where the
researcher looking for insight into how people think rather than measuring how merely
people think a certain way.

4. Sampling: :-

▪ Sampling unit:

✓ Researcher must define the target population that will be samples.

✓ Once the sampling unit is determined, sampling frame must be developed so that every on
in the target population has an equal chance of being sampled.

In this research study targeted population includes potential scooter buyers ( who age
18 years or more) , existing owners of Suzuki Access, Honda Activa, and TVS Jupiter, as well
as dealers, mechanics, and industry experts. Urban and rural consumers who use or consider
gearless scooters are also key.

▪ Sample Size = 100

Sampling Procedure:
 There are 2 types of sampling procedure-
A. Probability sample.
B. Non probability sampling.

(A ) Probability Sample :-

To obtain a representative sample, a probability should be drawn; it allows the

calculation of confidence limits for sampling error. When cost and time involved in
probability sampling is too high, marketing researchers will take non probability sample.

a. Simple Random :- Every member of the population has an equal chance of selection.
b. Stratified Random :- Population is divided into mutually exclusive group and
random samples are drawn from each group.
c. Cluster/area :- Population is divided mutually exclusive groups and the researcher
drawn a sample of a groups to interview.

(B) Non Probability Sample:-

a. Convenience :- Researcher selects the most accessible population.

b. Judgment :- Researcher selects population who are good prospectus for accurate
information.
c. Quota :- Researcher finds and interview prescribed number of people in each of
several categories.

In this research study researcher takes the sample from the sampling unit to simple
random by probability sample method .

5. Contact Method :-
✓ Telephone
✓ Personal interview
✓ Online
✓ Mail

In this research, Personal interview is used as a contact method.

 6. Collecting Information :-
▪ It is generally most expensive and the most prone to error.
▪ In survey, some major problems arise, like some respondent, will not be at home and must
be conducted again/dishonest response. Getting the right respondent is critical

7. Analysing information

All the research data has to be properly formulated, tabulated and developed
frequencies distribution. The researcher also has to apply statically technique