A PROJECT REPORT/DISSERTATION ON

“MARKETING STRATEGIES OF MARUTI SUZUKI LIMITED”

A Dissertation/Project Report submitted to the Khallikote Unitary University,

Berhampur towards partial fulfillment of the Degree of Bachelor of Business
Administration

Submitted By
Student Name- P Hena Rani Patro
Exam Roll No-011905BB038

Under the Guidance of

Rasmiraj Palo
(Head, Dept of BBA)

DEPARTMENT OF BBA

Khallikote Unitary University, Berhampur

BERHAMPUR-1 (GANJAM)
 CERTIFICATE

This is to certify that Dissertation report entitled “Marketing Strategies of Maruti

Suzuki Limited” submitted by P Hena Rani Patro bearing Examination Roll
Number-011905BB038 for the award of Bachelor degree in Business
Administration (2019-2022) 6th Semester /Final Year has been prepared under my
guidance and supervision.

I further certify that this work has not been published anywhere or
submitted to any other university by the scholar for the said degree.

To the best of my knowledge Dissertation is an original piece of

work and is adequate for consideration for the award of the degree for which it is
submitted.

Date:-

Place:- Berhampur

Signature of the Guide

 DECLARATION

I P Hena Rani Patro student of Bachelor of Business Administration

bearing the roll no- 011905BB038 (2019-2022) do hereby declare that this
Dissertation Report entitled “Marketing Strategies of Maruti Suzuki Limited”
submitted to Department of Business Administration Khallikote Unitary
University, Berhampur for the award for Department of BBA, is a bonafied record
of independent work done by me under the guidance and supervision of Rasmiraj
Palo, HoD of BBA and that this work has not been submitted either in whole or in
part elsewhere for the award of any other degree.

Date:-

Place :- Berhampur

Signature of the candidate

 ACKNOWLEDGEMENT

I P Hena Rani Patro student of Bachelor of Business Administration bearing the

roll no- 011905BB038 (2019-2022) would like to express my gratitude to my guide
Sj. Rasmiraj Palo, HoD BBA, who has guide me and provides me such opportunity
to undertake this project report. He has provided such an opportunity and
motivation to gain knowledge through this type of project work. This will help me
a lot in my career.

I am also thankful to my faculties, parent, my friends who gave their Full-fledged

cooperation for successful of my project.

Berhampur

Date:

Signature of the Candidate

Exam Roll Number:011905BB038

 CONTENTS
Industry Profile
Passenger Car Industry in India: Highlights
1 Trends in the Indian Passenger Car Industry
1.1 Key Developments in the Industry
1.2 Key Demand Drivers
1.3 Segment Analysis
1.4 Company Profile
1.5 Services offered
1.6 General Description of Models
1.7 Swot Analysis
2 Study of Topic
2.1 Research Methodology
2.2 Data Collection
3 Findings of the Study
3.1 Suggestion
3.2 Limitations of the Study
4 Conclusion
5 Bibliography

5
 INDUSTRY PROFILE

Initially, in the post-liberalization period, the automotive sector, especially the

passenger car segment, saw a boom, derived primarily from economic vibrancy,
changes in Government policies, increase in purchasing power, improvement in
life styles, and availability of car finance. The passenger car industry was finally
deregulated in 1993. However, the automobile industry, which contributed
substantially to the industrial growth in FY1996 failed to maintain the same
momentum between FY1997 and FY1999. The overall slowdown in the
economy and the resultant slowdown in industrial production, political
uncertainty and inadequate infrastructure development were some of the factors
responsible for the slowdown experienced. In FY2000, the sector experienced a
turnaround and witnessed the launch of many new models.

Two things that stunted growth of this industry in the past have been low
demand and lack of vision on the part of the original equipment manufacturers
(QEMs). However, the demand picked up after the liberalization of the
regulatory environment, and global QEMs- who enjoy scale economies both in
terms of manufacturing and research and development (R&D) - entered the
Indian market. This has resulted in a big shift in the way business is conducted
by suppliers, assemblers and marketers.

6
 PASSENGER CAR INDUSTRY IN INDIA: HIGHLIGHTS

Passenger car sales are expected to increase at a compound annual growth rate
(CAGR) of 8% over the period FY2004-2007. The six broad segments in the car
market today are- Mini, Compact, Midrange, Executive, Premium and Luxury.
In the medium term, growth in the Indian passenger car industry is expected to
be led largely by the Compact and Mid-range Segments.
The critical success factor has changed from price to price value.

In terms of engine capacity, the Indian passenger car market is moving towards
cars of highest capacity.
With the launch of new models from FY2000 onwards, the market for MUVs
has been redefined in India, especially at the upper end. Currently, the higher-
end MUVs, commonly known as Sports Utility Vehicles (SUVs), occupy a niche
in the urban market. With the success of SUVs, the line of distinction between
passenger cars and MUVs in the Indian market is getting increasingly blurred.
Domestic car manufacturers are now venturing into areas such as car financing,
leasing, and fleet management, and used-car reconditioning /sales, to
complement their mainstay-business of selling new cars.

7
 1 TRENDS IN THE INDIAN PASSENGER CAR INDUSTRY

Product Entry of Foreign

Distribution technology: MPFI; Manufacturers
Systems: Changing CRDi; diesel
relationship of
manufacturers with Manufacturing
Technologies:
Flexible
Auto finance: Indian Manufacturing
Passenger Car
Better/ cheaper schemes
Industry
Components:
Tierisation;
Regulatory
Tyres: Radials,
framework:
Retreading
Deregulation
;Do licensing; Structure of
demand: Materials: Low
Removal of QRs;
Change in industry weight; Synthetic
Introduction of
segmentation Composites
strict Emission

The growth rate of automobiles industry across India was estimated to

be 4.9 percent from fiscal year 2015 to 2020, down from about 5.5 percent
from fiscal year 2010 to fiscal year 2015.

8
1.1 KEY DEVELOPMENTS IN THE INDUSTRY

DOMESTIC SALES MARKET SHARE

APR- APR- APR- APR-
AUG AUG GROWT H AUG AUG
COMPANY NAME 2009 2010 2009 2010
Daimler Chrysler India Pvt
Ltd 633 662 4.6 0.2 0.2
Fiat India Automobiles Pvt
Ltd 2907 635 -78.2 0.9 0.2
Ford India Ltd 8852 6944 -21.6 2.8 2.1
General Motors India Ltd 7179 4981 -30.6 2.3 1.5
Hindustan Motors Ltd 5610 5626 0.3 1.8 1.7
Honda Siel Cars India Ltd 13813 17560 27.1 4.4 5.3
Hyundai Motor India Ltd 48299 63140 30.7 15.3 19
Maruti Udyog Ltd 162007 169606 4.7 51.4 51.1
Skoda Auto India Ltd 3003 3439 14.5 1 1
Tata Motors Ltd 58548 55536 -5.1 18.6 16.7
Toyota Kirloskar Motor
Ltd 4519 4030 -10.8 1.4 1.2
Total Passenger Car Sales 315370 332159 5.3 100 100

During April – August 2006, the passenger car sales in India at 332159
units, marked a growth of 5.3%over the previous year. The growth in the
domestic sales of passenger cars was led by strong growth in volumes
reported by compact and mid – size segments. While the share of mini and
executive segments declined in the period under study, the share of other
segments increased.
For instance, the share of compact segment in the domestic car sales
increased from 59.7% in April – August 2005 to 64.9% in April August 2006,
mid – size segment from 20.5% to 22%, and the share of Premium segment
was stagnant at 0.7% in the same period.

9
 1.2 KEY DEMAND DRIVERS
Traditionally, disposable income was perceived as the key factor driving passenger
car demand. But over time, other factors that are known to have an impact on demand
have

High degree of correlation between PER

CAPITA INCOME and demand for cars,
increase in the number of people crossing
the income threshold, and CHANGING
There is a high
CONSUMER PROFILE are likely to increase
degree of
and change the structure of demand.
correlation
between the
demand for cars
and ECONOMIC
GROWTH.
The Central
Government’s AUTO
POLICY on excise and
customs is an Availability of
important aspect CAR
NEW MODELS
affecting the demand DEMAND
and supply of cars. is likely to
increase
and change

A mature USED CAR

MARKET would, on one
hand, encourage AVAILABILITY OF CHEAP Competitive
consumers to trade in FINANCE is a key PRICING is
their cars faster, and on determinant of demand as
the other, eat well into crucial for gaining
most cars (around 60%)
the share of new cars. market share,
purchased in India are
especially in the
financed.
small car

10
 1.3 SEGMENT ANALYSIS

PREMIUM
COMPAC T EXECUTI VE LUXURY
MINI MID-
SIZE
4701-
Vehicle Length <3400m 3401-4000 4001-4500 4501-4700 5000 >5000
m
800 Alto Esteem
Omni Zen Baleno
Wagon R Altura
Maruti Udyog Ltd Versa
Hyuindai Motor Elantra
India Ltd Santro Accent Sonata
Ambassado
r Contessa
Hindustan
Mitsubishi
Motors Ltd
Lancer
Palio Siena
Fiat India Uno Adventure
Automobile Weekend
Ltd
Corsa Sail Opel Corsa Opel Vectra
General Opel Astra
Motors India Opel Swing
Ltd
Honda Siel India Accord
Ltd City
Mondeo
Ford India Ltd Ikon
TELCO Indica Indigo
Merce
Mercedes
des
Benz C Mercedes
Benz E
DalmierChrysler
Class,M Benz S
Class
India Ltd
Class,SL Class
Skoda India Ltd Octavia
Toyota Kirlosker
Motor Ltd Corolla Camry

11
1.4 COMPANY PROFILE

Maruti Suzuki is one of India's leading automobile manufacturers and

the market leader in the car segment, both in terms of volume of vehicles sold
and revenue earned.
Until recently, 18.28% of the company was owned by the Indian
government, and 54.2% by Suzuki of Japan. The Indian government held an
initial public offering of 25% of the company in June 2003. As of May 10,
2007, Govt. of India sold its complete share to Indian financial institutions.
With this, Govt. of India no longer has stake in Maruti Udyog.
Maruti Udyog Limited (MUL) was established in February 1981, though the
actual production commenced in 1983. Through 2004, Maruti has produced
over 5 Million vehicles. Marutis are sold in India and various several other
countries, depending upon export orders. Cars similar to Marutis (but not
manufactured by Maruti Udyog) are sold by Suzuki in Pakistan and other South
Asian countries.
The company annually exports more than 30,000 cars and has an extremely
large domestic market in India selling over 500,000 cars annually. Maruti 800,
till 2004, was the India's largest selling compact car ever since it was launched
in 1983. More than a million units of this car have been sold worldwide so far.
Currently, Maruti Alto tops the sales charts.
Due to the large number of Maruti 800s sold in the Indian market, the term
"Maruti" is commonly used to refer to this compact car model. Till recently
the term "Maruti", in popular Indian culture, was associated to the Maruti 800
model.
Maruti Suzuki India Limited, a subsidiary of Suzuki Motor Corporation of
Japan, has been the leader of the Indian car market for over two decades.
It’s manufacturing facilities are located at two facilities Gurgaon and
Manesar south of New Delhi. Maruti’s Gurgaon facility has an installed
capacity of 350,000 units per annum. The Manesar facilities, launched in
February 2007 comprise a vehicle assembly plant with a capacity of 100,000
units per year and a Diesel Engine plant with an annual capacity of 100,000
engines and transmissions.

12
 Manesar and Gurgaon facilities have a combined capability to produce over
700,000 units annually. More than half the cars sold in India are Maruti cars.
The company is a subsidiary of Suzuki Motor Corporation, Japan, which owns
54.2 per cent of Maruti. The rest is owned by the public and financial
institutions. It is listed on the Bombay Stock Exchange and National Stock
Exchange in India.
During 2007-08, Maruti Suzuki sold 764,842 cars, of which 53,024 were
exported. In all, over six million Maruti cars are on Indian roads since the first
car was rolled out on December 14, 1983.
Maruti Suzuki offers 10 models, ranging from the people’s car, Maruti 800,
for less than Rs 200,000 ($ 5000) ex-showroom to the premium sedan SX 4
and luxury SUV, Grand Vitara.
Suzuki Motor Corporation, the parent company, is a global leader in mini
and compact cars for three decades. Suzuki’s technical superiority lies in its
ability to pack power and performance into a compact, lightweight engine
that is clean and fuel efficient.
Maruti is clearly an “employer of choice” for automotive engineers and
young managers from across the country. Nearly 75,000 people are employed
directly by Maruti and its partners.
The company vouches for customer satisfaction. For its sincere efforts it has
been rated (by customers)first in customer satisfaction among all car makers in
India for seven years in a row in annual survey by J D Power Asia Pacific.
Maruti Suzuki was born as a government company, with Suzuki as a minor
partner, to make a people’s car for middle class India. Over the years, the
product range has widened, ownership has changed hands and the customer has
evolved. What remains unchanged, then and now, is
Maruti’s mission to motorize India.

13
 1.5 SERVICES OFFERED
The following products are offered by Maruti Suzuki:-

1. Maruti 800: Launched 1983. Largest selling car in India,

until 2004. Cheapest car in India. 3 Face-Lifts.(P)

2. Maruti Omni: Launched 1984. 2 Face-Lifts.(P)

3. Maruti Gypsy: Launched 1985.(P)

4. Maruti Wagon-R:Launched 1999, 2 Face-Lifts.(P)

5. Maruti Alto: Launched 2000. Currently the largest

selling car in India. 1 Face- Lift.({{Tooltip|P|Petrol

6. Maruti Versa(2003-) (P)

7. Maruti Zen Estilo(2005-) (P)

8. Maruti Suzuki Swift 1 very small face-lift(2006- ) (P & D)

9. Maruti Suzuki SX4 (May 2007- ) (P & D)

10. Maruti Grand Vitara Sports Utility Vehicle Launched in (July 2007-
). Imported(P)

11. Maruti DZiRE Sedan Version of swift launched in (March 2008- ) (P)

12. Suzuki Splash

13. Suzuki A-Star

14. Maruti Omni Face-Lift in 2009

15. New Mini-SUV in 2010 Likely to be a four-door Jimny.

16. New Luxury Sedan in 2010 Likely to be a production version of the

Kizashi
17. New Swift in 2011

18. New Alto 800 2012

19. Maruti Suzuki Swift 2013 & 2014

20. Maruti Suzuki Swift LXI 2015

21. Maruti Suzuki Dzire 2016

14
22. Maruti Suzuki Wagon R 2017
23. Maruti Suzuki Swift VXi 2018 & 2019

24. Maruti Suzuki Nexa 2020

25. Maruti Grand Vitara (2021 Upcoming)

26. Maruti Alto (2021 Upcoming)

1.6 GENERAL DESCRIPTION OF MODELS

MARUTI 800:-

Maruti 800 is a city car manufactured by Maruti

Udyog in India .It used to be the largest selling car
in India until the Maruti Alto recently took that
title. It is also exported to a number of countries in
south eastern

15
Asia including Bangladesh and Sri Lanka, and to some South American markets (as
Chile, sold as Suzuki Maruti), and was available in selected European markets
between 1988 and 1992, sold as the Suzuki Maruti. In Morocco it is currently sold as
SuzukiMaruti (as of March 2008).

MARUTI OMNI :

The Maruti Omni is a microvan manufactured by Indian automaker Maruti Udyog

Limited. The first version of Maruti Omni had the same 796 cc engine as the Maruti
800 city car. This was the second vehicle to be launched by Maruti, one year after the
800, in 1984.
Later version of the Omni includes the

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

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

 Omni Cargo LPG - 2004, created to answer the

growing popularity of this car being used as an inter-
city cargo vehicle.

Omni LPG - 2003, same 796 cc engine, added with a factory fitted LPG Kit,
Authorised by the Indian RTOs (Regional Transport Offices). This makes it the most
economic 4 wheeler in India, as far as the driving costs are concerned.

16
 MARUTI GYPSY
The Maruti Gypsy is a four wheel drive SUV
based on the Suzuki SJ long wheel base .Produced
in India, it is also a common sight in Chile and
Kenya.
With in Europe, it is most often found in Malta and
Hungary. In contrast to the Suzuki,
the Maruti is available with 4 seats and a sizeable trunk. The Maruti Gypsy is available
as a "soft top", "hard top " and as an "ambulance car". In India, it is widely used by the
police and defence forces. In civilian use, the Gypsy is a popular choice as a low cost
SUV and is a common sight at rally events.

MARUTI WAGON-R

The Maruti Wagon-R is a made for India version of

Suzuki Wagon R. The Wagon-R was born out of
Japanese

kei-jido-sha restrictions which dictated a limited length and engine size. This boxy,
tall- boy design has now completed five years of presence on Indian roads. Now the
car has found a market for itself, especially among young Indian urban professionals
who don't mind its boxy slab-sided looks, but value its Maruti lineage. The car is
currently among India's top five best-selling cars.

17
 MARUTI ALTO

The Maruti Alto is a city car manufactured by

Maruti Udyog in India. It is the best-selling car
in India .It is India's largest selling car and has
recently crossed the 1 million production figure.
It is exported to a number of countries
including

Bangladesh and Sri Lanka, and to Chile. Alto has crossed the 150,000 export target.
The popularity of the Alto has increased over the past few years, mainly due to the
reduction in prices. This reduction in prices has mainly come in due to the reduction
in excise duty over time. It has now become the first choice of young car buyers
intending to upgrade from a 2 wheeler. Some of its appeal is from stylish looks,
attractive features, and impressive fuel economy at very affordable prices compared
to the other cars in the Indian market.

MARUTI VERSA
The Maruti Versa is a micro van produced by Maruti
Udyog Limited and sold in India since October 2001. The
Versa is a clone of the now discontinued Suzuki Carry. It is
the second van released by Maruti Udyog since the Maruti
Omni was released in 1984. There are two basic versions of
this car in production; the two 8-seater DX/DX2 versions,
and the 5-seater STD version. The DX2 version of the Versa is equipped with
twin air conditioners for front and rear.

18
 MARUTI SUZUKI SWIFT

The MARUTI Suzuki Swift is name plate marketed by Suzuki carried by

vehicles of three distinct derivations:
Generations I, II, III: a super mini that began as an export nameplate of the Japanese
domestic market of suzuki .
Generation IV: the current JDM, Europe and Oceana generation, a significant
departure from the previous models, marketed solely under the nameplate
"Swift". (this article)
Currently this varient is hot seller in India in the mini car segment.

MARUTI SUZUKI SX4

In an attempt to strengthen its position in the of Sedan cars market, Maruti Udyog
Ltd. has launched its premium model bearing name SX4. After Maruti Suzuki Swift,
SX4 is the second international model being launched in India.
Suzuki SX4, is an A3 segment sedan car, with a perfect combination of style,
performance, safety and comfort. There are two versions of Suzuki SX4: Vxi and Zxi
that gets power from latest and efficient 1.6-litre M-Series engine delivering
impressive 102 BHP of power. Having the price tag of between Rs. 6-6.5 Lacs,
Maruti Suzuki SX4 will provide tough competition to its rivalry models like Ford
Fiesta, Hyundai Verna, Honda City, and Indigo XL.

19
 MARUTI SUZUKI DZIRE

Maruti Swift Dzire is the new entry level sedan from Indian automaker Maruti Suzuki.
Launched on March 26 2008, Maruti DZiRE is based on the popular Maruti Swift platform.
The DZire replaces Maruti Suzuki’s popular entry level sedan, Maruti Suzuki Esteem,
production of which was discontinued in late 2007. Maruti Suzuki has introduced DZire only
in the Indian market. The car is pitted against the other entry level sedans in the Indian
market, such as the Mahindra Renault Logan and the Tata Indigo.

MARUTI SUZUKI ESTEEM

Sophisticated big structured Maruti Suzuki esteem is one of the old car of the Maruti
Udyog group. To run this huge car its engine is made of lightweight all aluminum.
This contemporary engine has capacity of 65 bhp at 6000 rpm. According to *Mileage
(Auto India , Nov 2005), Esteem holds the topmost position on mileage among the
other category of cars including the small cars. The Esteem was introduced in the
global market in 1995 as Suzuki's first attempt in the compact segment, at the time
dominated by European cars such as the Volkswagen Bora/Jetta and Opel Astra, and
Japanese models such as the Nissan Sunny/Sentra and Toyota Corolla.
20
 MARUTI SUZUKI BALENO

The Baleno has the looks and feel of a winner. This was Maruti Udyog's first D-
segment car launched in India to compete with the Mitsubishi Lancer and the Honda
City. This is alsoSuzuki's biggest passenger car and in Japan and other markets. The
Baleno is called the Cultus in Japan. Suzuki restyled the Baleno in 1999. The car was
given a new front end, with a rounder grille and new headlights, and the engine lineup
was expanded.

MARUTI SUZUKI GRAND VITARA

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

21
 MARUTI SUZUKI ZEN-ESTILO

Estilo has got Wagon R's engine and chassis and Suzuki MR Wagon's shape.
Whatever remains is taken from Zen, well does anything remain actually? This is the
mixture of zen and wagon

-R . 'Zen Estilo'. In essence its stylish Wagon R,Japan's MR Wagon, combination of

the two or anything but Zen. It seems Maruti wants to exploit Zen brand-image hence
named this car after Zen. With this model MSL has given it’s B segment a new
variant by which it may compete with the models of other company.

22
1.7 SWOT ANALYSIS
Strengths Weakness

Brand Name
Large Distribution Network Lack of in house R & D

Wide product offering at New model introduction

different price points limited to only cosmetic
changes Dominance mainly at
Cheapest Cars in lower level only (Swift)
corresponding segments
Encouraging exports
Awarded many awards
Economy with
technology

Opportunity Threats

Rise of Indian middle Many players fighting for

class and small cities the same cake
A booming Entry of new
economy Rising players Cannibalism
exports

23
 2. STUDY OF TOPIC
MARKETING STRATEGY OF MARUTI SUZUKI (PVT.) LIMITED

The marketing strategy of the Maruti Suzuki Pvt. Ltd. can be measured from the
following story:

EFFICIENT PRODUCTION AND DISTRIBUTION CAPABILITIES

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

24
PRODUCT
There are number of products (models) Of Maruti are in the market. Some of the
models are given below:-
M – 800, Zen, Esteem, Omni, Alto, Gypsy, Wagonr,Grand Vitara etc. These products
are divided on the basis of product quality, variety, design, features etc.
They define different factors:
The quality of product.
The product variety from different categories.
The size of the car according to current or future market
conditions.
The car features to the customer like, car looking very
good.

PRICE
The price of the Maruti car is between Rs. 210000 to Rs. 1500000. Maruti 800 is the
lowest price car of this company. Alto, Omni, Wagonr, are also the low price car of the
company, Zen & Esteem are the mid price car of the company. But Grand Vitara is the
high price model of the company . The price of car are decided according to its
product Varity, quality, design etc.

SWIFT
Specifications Transmission Type Manual Fuel Type Petrol Seating Capacity5
Gearbox5 Speed Engine Description1.3L 87bhp AlTec32 engine Engine
Displacement1,298 ccMileage- City12.2 kmplMileage-Highway16.1 kmpl Maximum
Power88.2@6000 (PS@rpm) Maximum Torque11.5@4,500 (kgm@rpm)

Ex-Showroom Price :Rs. 3,94,466 to Rs. 4,20,974

25
GRAND VITARA

Specifications Transmission Type Automatic Fuel TypePetrol Seating Capacity5

Gearbox4 Speed Engine Description2.0L 120bhp Series engine w/ Variable Induction
& Drive by Wire technology Engine Displacement1,995 ccMaximum
Power121.16@5,500 (PS@rpm)Maximum Torque17.33@3,500 (kgm@rpm)
Ex-Showroom Price :Rs. 14,80,000 to Rs. 15,28,711

PLACE

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

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

2.1RESEARCH METHODOLOGY
The purpose of methodology section in the report making is to describe the research
process that is followed while doing the main part. This would however include the
research design, the sampling procedure, and the data collection method. This section
is perhaps difficult to write as it would also involve some technical terms and may be
much of the audience will nor be able to understand the terminology used. The
methodology followed by the researcher, during the preparation of the report was:

26
 RESEARCH DESIGN
A research design is purely and simply the framework or plan for a study that
guides the collection and analysis of data. The survey research was used in this
project, because consumer’s feedback was necessary for obtaining the data.

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

OBJECTIVES OF STUDY
The present study of the marketing strategy of the Maruti Suzuki (Pvt.) Limited
revolves around the following broad objectives:

 To know the marketing strategy followed by dealers of maruti Suzuki in

gurgaon.
 To study the evolution and growth of the Maruti Suzuki (Pvt.) Limited in the
context of the automobile revolution in India;

 To study the growth strategy of the Maruti Suzuki (Pvt.) Limited and the
marketing methods followed by it in this regard.

 To study the small car revolution in India and the contribution of the Maruti
 Suzuki (Pvt.) Limited to it..

27
SAMPLE DESIGN
While developing a sample design, following points should be kept in mind:

 Sampling unit: A decision has to be taken concerning a

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

Size of the sample: This refers to the number of items to

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

SAMPLE ELEMENT AND SAMPLE UNIT

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

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 2.2 DATA COLLECTION

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

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

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 DATA ANALYSIS

Primary data is being analyses with the help of graph ,chart and diagram.

DATA ANALYSIS & INTERPRETATION:-

1. Are you aware about the present boom in Market?

(i) Yes
(ii) No

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

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 2. What method do you follow for marketing of your products?
(i) Only Direct sales Method--------------- 28 percent
(ii) Only Indirect Dealership Method ---------- 18 percent
(iii) Both 54 percent

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

3. Do you think Advertisement is an effective method of

selling your automobile products?
(i) Yes 45percent
(ii) No 18 percent

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 (iii) Do not know/ Cannot say ------------ 27 percent

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

4. What type of advertising will be helpful in increasing say

liability of your auto products?
(i) Product Specific -------------------------- 34 percent
(ii) Company Specific---------------------- 22 percent
(iii) Personality oriented -------------------- 17 percent
(iv) Do not know / Cannot say ------------ 27 percent

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INTERPRETATION:
34% respondent is to say that product specific advertising will be helpful in
increasing salability of your auto products and 22% say company specific 17% to say
personality oriented is helpful and remaining 27% can’t say about this.

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

products?
(i) Yes 34 percent

(ii) No……………………………27 percent

(iii) Do not know/ Cannot say ---------------------- 39 percent

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INTERPRETATION:
34% respondents is say that yes branding helps in the marketing of automobile
products and 27% is say no and remaining 39% is can’t say about this.
6. Do you think that auto fairs are effective methods of sale promotion?
(i)Yes 55 percent
(ii) No -- 12 percent

(iii) Do not know/ Cannot say ------------------- 33 percent

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

7. Do you think that Foreign Direct Investment (FDI ) should be

allowed in the auto mobile sector in India?
(i) Yes 34 percent
(ii) No 32 percent
(ii) Do not know/ Cannot say----------------- 34 percent

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INTERPRETATION:
34% respondent say that yes Foreign Direct Investment (FDI ) should be allowed in
the auto mobile sector in India 32% say no andremaining 34% can’t say about this.

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

(i).Yes 74 percent
(ii) No 05 percent
(iii) Do not know/ Cannot say 21 percent

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

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 9. Does branding of products helps to improve the marketingpotential of your
products?
(i)Yes 68 percent.
(ii)No -12 percent.
(iii)Do not know/ Cannot say --------------------------- 20 percent.

INTERPRETATION:
68% respondents say that yes branding of products helps to improve the marketing
potential of products and 12% say no andr remaining 20% can’t say about this.

10. Future of the automobile industry in India.

(i) The boom will continue -------------------------------------- 75

percent.
(ii) The boom is a temporary economic situation ------- 12 percent.
(iii) Do not know/ Can not say ------------------------------------13
percent.
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INTERPRETATION:
75% respondent say that in future in automobile industry the boom will continue
and 12% say that the boom is a temporary economic situation and remaining 13%
can’t say about this.

11. Major Weakness of Maruti Suzuki’s Marketing strategy.

(i) Branding 14 per cent

(ii) Publicity 09 percent

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(iii) Infrastructure assessment and Development-------------------------------------- 77
percent.

INTERPRETATION:
14% respondents say that branding is Major Weakness of Maruti Suzuki’s
Marketing strategy and 9% say publicity and remaining 77% say that Infrastructure
assessment and Development are is Major Weakness of Maruti Suzuki’s Marketing
strategy.
12. How do the Foreign Automobile Companies affect the
prospects of the domestic players in the Indian market?
(i) 32 percent ------------------------------- have reduced the
profit margin of the domestic players

(ii) 53 percent ----------------------------------- have made the

automobile industry more competitive

(iii) 07 percent --------------------------------- do not have

significant effects on the domestic players operating in
the automobile industry
(iv) 08 percent do not know / can not say

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

13. Maruti Suzuki has a future growth. You opinion

(i) 75 percent -------- Maruti Suzuki is gradually speeding its
wings and being a very big company has the capacity to
absorb short term losses, hence has a very good prospect
for the future market in India.
(ii) 20 percent ----------------------- Its future is like any other
private automobile companies in India.
(iii) 5 percent ----------do not know/ can not say.

40
 INTERPRETATION:
75 % respondents say that Maruti Suzuki is gradually spreding its wings and being
a very big company has the capacity to absorb short term losses, hence has a very good
prospect for the future market in India and 20 % say that Its future is like any other
privateautomobile companies in India and remaining 5% can’t say about this.
14. Which is the major factor to increase the sale of your products?
(i) Only Brand ----------------- 17percent.
(ii) Demand-Supply factors 35 percent.

(iii) Only Quality --------------------23 percent.

(iv) Other factors ------ 25 percent.

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INTERPRETATION:
17% respondents say that only brand is the major factor to increase the sale of
products and 35% say demand supply factor and 23 5 prefer the quality and remaining
25 % can’t say about this.
15. Do you think brand extension is necessary for the company?
(i) 78 percent Yes
(ii) 04 percent No
(iii) 18 percent ---------------------------- Do not know / Cannot say.

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INTERPRETATION:
78% respondents say that yes brand extension is necessary for the company and
4% say that no and remaining 18% can’t say aboutthis.

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

(i) 55 percent --------------- Quality based.

(ii) 30 percent ------------- Economical/ Cheap.
(iii) 06 percent -------------- Branded.
(iv) ----------------------------- 09 percent Do not know /Cannot say.

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INTERPRETATION:
55% respondents say that quality products are favourite and 30% say that
economical; product are favourite and 6% say that branding products are favourite
and remaining 9% can’t say about this.

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 3. FINDINGS OF THE STUDY

 To find the awareness of boom in the market then in our study 82% of the respondents
are aware about the marketboom in the present economy .
 To find what method do you follow for marketing of your products then in our study
28% respondents are only direct sales method and 18 % are to choose indirect sales
method.
 To find What method do you follow for marketing of your products then in our study
45 % respondents is to say yes that Advertisement is an effective method of selling and
18% are not effective advertisement.
 To find What type of advertising will be helpful in increasing salability of your auto
products then in our study 34% respondent is to say that product specific
advertising will be helpful in increasing salability of your auto products and 22% say
company specific 17% to saypersonality oriented is helpful.
 To find that branding helps in the marketing of your automobile products then in our
study 34% respondents is say that yes branding helps in the marketing ofautomobile
products and 27% is say no.
 To find that auto fairs are effective methods of sale promotion then in our study 55%
respondent say that yes auto fair are effective methods of sales promotion and 12%
response is no.
 To find that Foreign Direct Investment (FDI ) should be allowed in the auto mobile
sector in India then in our study34% respondent say that yes Foreign Direct Investment
(FDI ) should be allowed in the auto mobile sector in India32% say no.
 To find that branding of products as a Marketing strategy then in our study 74%
respondent say that yes branding of products as a Marketing strategy and 5% say that
no.
 To find that branding of products helps to improve the marketing potential of your
products then in our study 68% respondents say that yes branding of products helps to
improve the marketing potential of products.
 To find that Future of the automobile industry in India then in our study 75% respondent
say that in future in automobile industry the boom will continue and 12% say that the
boom is a temporary economic situation .

45
 To find that Major Weakness of Maruti Suzuki’s Marketingstrategy then in our study
14% respondents say that branding is Major Weakness of Maruti Suzuki’s Marketing
strategy and 9% say publicity and remaining 77 % say that Infrastructure assessment and
Development are is Major Weakness of Maruti Suzuki’s Marketing strategy.
 To find that brand extension is necessary for the company then in our study 78%
respondents say that yes brand extension is necessary for the company and 4% say that
no.
 To find that Which are the products of the company that are favourite among the
customers then in our study 55%respondents say that quality products are favourite and
30% say that economical; products.

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 3.1 SUGGESTION

 Operational attributes should be made good.

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

 Brand Image should be made effective in the minds of thecustomer.

 Customer Specific Details.

 An excellent service & support infrastructure must be provided.

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

 Strong customer relationships must be made.

 World Class Quality standards maintained for PPP (People, Processes & Performance).
Alliance with global technology leaders.
 The message should to the customers be sent in these components only to have the
maximum benefitfrom the advertisement.

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

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 3.2 LIMITATIONS OF STUDY

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

 Certain open-ended questions have been put inthe questionnaire to give respondents
freedom to express their perception.
 Time and cost constraints were also there
 Chances of some biasness couldn’t be eliminated.

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

 The data has been collected from Gurgaon (North)and there the perception of the
people from the smaller towns could not be judged
 All the data has been collected at random butit is always liable from biasness.
 The primary data has been collected from themiddle and upper section of the society.

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 4. CONCLUSION

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

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 5. BIBLIOGRAPHY

Books & Journals

 Marketing Management by Phillip Kotler

 Brand positioning by Subroto sengupta
 Positioning: The Battle for your mind by Al Ries & Jack Trout
 Ahluwalia, I.J. (1988). "Industrial Policy and Performance in India"in Lucas,
 R.E.B. and G.F. Papanek (eds.) (1988). The Indian Economy: Recent
Development and Future Prospects.Delhi: Oxford University Press, pp.
151-162
 Ahluwalia, I.J. (1996). "India's Opening up to Trade andInvestment" in I.J. Ahluwalia,
Rakesh Mohan and Omkar Goswami, Policy Reform in India . Edited by Charles
Oman. Paris: OECD, pp. 17-41
 AIAM (1999). Recommendations for Developing Indian Automotive Policy.
Association of Indian Automobile Manufacturers, New Delhi

Newspapers, Journals & Magazines

 Business World
 The Economist
 Economic Times
 Autocars of India

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