A

SUMMER TRAINING REPORT

ON
“MARKETING STRATEGY OF MARUTI SUZUKI”

SUBMITTED IN PARTIAL FULFILMENT OF THE REQUIREMENT FOR THE

AWARD OF THE DEGREE OF MASTER IN BUSINESS ADMINISTRATION
(SESSION: 2013-15)
M.B.A. 3rd SEMESTER

SUBMITTED TO:- SUBMITTED BY:-

KURUKSHETRA UNIVERSITY MANOJ KUMAR
KURUKSHETRA MBA (GEN) FINAL
ROLL NO.- 41
USM (KUK)

UNIVERSITY SCHOOL OF MANAGEMENT

KURUKSHETRA UNIVERSITY , KURUKSHETRA
HARYANA- 136119 (INDIA)
 ACKNOWLEDGEMENT

“Gratitude is not a thing of expression; it is more a matter of feeling”.

There is always a sense of gratitude which one express for others for their help and
supervision in achieving the goals. I too express my deep gratitude to each and every
one who has been helpful to me in completing the project report successfully.
First, of all, I am highly thankful to Dr. B.S BODLA (Professor), for allowing
me to pursue my Summer Training Report on “MARKETING STRATEGY OF
MARUTI SUZUKI”

My special thanks to Ms. NAGENDER YADAV (Branch Supervisior) who encouraged

me, properly guided me in each and every possible way throughout my Training Report.

I give my regards and sincere thanks to Dr. MANISHA (Assistment professor) who
has devoted his precious time in guiding me and helping me it with in time. I am
indebted to the Bank employees who supported me in handling my queries. I feel
self-short of words to thanks my parents and friends who had directly or indirectly
instrumental in the completion of the project.
 PREFACE

Theoretical knowledge without practical knowledge is of little value. In order to achieve

positive & concrete results along with theoretical and practical concept the exposure of
real life situation existing in corporate is very much needed. To fulfill this need the
management course has a provision for the practical training program. I thank my
institute to provide us such opportunity having training period in our course so that
students can have real feeling of industrial life.
I took my summer training “ MARUTI SUZUKI PVT. LTD.” at GURGAON . It was
my fortune to get training in very healthy atmosphere. I got ample opportunity to views
the overall working of “MARKETING STRATEGIES OF MARUTI SUZUKI PVT.
LTD.”.
In the coming pages an attempt has been made to present a comprehensive report is
concerning different aspects.
 DECLARATION

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

Manoj Kumar
MBA(Gen.)Final
ROLL NO.-41
USM(KUK)
 EXECUTIVE SUMMARY

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

S.NO. TITLE

1.1 INDUSTRY PROFILE

1.2 COMPANY PROFILE

1.3 TOPIC OF THE STUDY

2. RESEARCH METHODOLOGY

3. DATA ANALYSIS & INTERPRETATION

4. FINDINGS OF THE STUDY

5. CONCLUSION OF THE STUDY

6. SUGGESTIONS

7. LIMITATIONS OF THE STUDY

8. BIBLIOGRAPHY

9. ANNEXURE

1.1 INDUSTRY PROFILE

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

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

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

Distribution Systems: Product technology: Entry of Foreign

Changing relationship of MPFI; CRDi; diesel Manufacturers
manufacturers with system
dealers and suppliers
Manufacturing
Technologies:
Auto finance: Flexible
Better/ cheaper schemes Indian Manufacturing
Passenger Car Systems

Industry Components:
Regulatory Tierisation;
framework: Tyres: Radials,
Deregulation; Retreading
De licensing;
Removal of QRs; Structure of
Introduction of strict demand: Materials: Low
Emission norms Change in industry weight; Synthetic
segmentation Composites
KEY DEVELOPMENTS IN THE INDUSTRY

DOMESTIC SALES MARKET SHARE

APR- APR- APR- APR-
AUG AUG GROWT AUG AUG
COMPANY NAME 2009 2010 H 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.
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
CONSUMER PROFILE are likely to There is a high
increase and change the structure of degree of
demand. correlation
between the
demand for cars
and ECONOMIC
GROWTH.
The Central
Government’s AUTO
POLICY on excise CAR
and customs is an DEMAND
important aspect Availability of
affecting the demand NEW MODELS
and supply of cars. is likely to
increase and
change the
structure of
demand.
A mature USED CAR
MARKET would, on one
hand, encourage AVAILABILITY OF CHEAP Competitive
consumers to trade in their FINANCE is a key PRICING is
cars faster, and on the determinant of demand as crucial for gaining
other, eat well into the most cars (around 60%) market share,
share of new cars. purchased in India are especially in the
financed. small car segment.
Segment Analysis
consumer profiles.
of new technologically superior models, increasing levels of urbanization and changing
services, availability of cheap finance, development of the used-car market, introduction
emerged. These include the need for greater mobility, non- availability of public transport
 PRE
COMPAC EXECUTI MIU LUXUR
MINI T MID-SIZE VE M Y
4701-
Vehicle Length <3400mm 3401-4000 4001-4500 4501-4700 5000 >5000
800 Alto Esteem
Omni Zen Baleno
Wagon R Altura
Maruti Udyog Ltd Versa
Hyuindai Motor Elantr
India Ltd Santro Accent a Sonata
Ambassado
r Contessa
Hindustan Motors
Mitsubishi
Ltd Lancer
Palio Siena
Fiat India
Uno Adventure
Automobile Ltd Weekend
Corsa Sail Opel Corsa Opel Vectra
General Motors
Opel Astra
India Ltd Opel Swing
Honda Siel India Accor
Ltd City d
Monde
Ford India Ltd Ikon o
TELCO Indica Indigo
Merce
Mercedes des
Benz C Benz Mercedes
DalmierChrysler Class,M E Benz S
India Ltd Class,SL Class Class
Skoda India Ltd Octavia
Toyota Kirlosker
Motor Ltd Corolla Camry
1.2 COMPANY PROFILE

Maruti Suzuki is one of India's leading automobile manufacturers and the market
leader in the car segment, both in terms of volume of vehicles sold and revenue earned.
Until recently, 18.28% of the company was owned by the Indian government, and 54.2%
by Suzuki of Japan. The Indian government held an initial public offering of 25% of the
company in June 2003. As of May 10, 2007, Govt. of India sold its complete share to
Indian financial institutions. With this, Govt. of India no longer has stake in Maruti
Udyog.

Maruti Udyog Limited (MUL) was established in February 1981, though the
actual production commenced in 1983. Through 2004, Maruti has produced over 5
Million vehicles. Marutis are sold in India and various several other countries, depending
upon export orders. Cars similar to Marutis (but not manufactured by Maruti Udyog) are
sold by Suzuki in Pakistan and other South Asian countries.

The company annually exports more than 30,000 cars and has an extremely large
domestic market in India selling over 500,000 cars annually. Maruti 800, till 2004, was
the India's largest selling compact car ever since it was launched in 1983. More than a
million units of this car have been sold worldwide so far. Currently, Maruti Alto tops the
sales charts.

Due to the large number of Maruti 800s sold in the Indian market, the term
"Maruti" is commonly used to refer to this compact car model. Till recently the term
"Maruti", in popular Indian culture, was associated to the Maruti 800 model.

Maruti Suzuki India Limited, a subsidiary of Suzuki Motor Corporation of Japan,

has been the leader of the Indian car market for over two decades.

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.

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.
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
GENERAL DISCRIPTION OF MODELS

MARUTI 800:-

Maruti 800 is a city car manufactured by Maruti

Udyog in India .It used to be the largest selling car in
India until the Maruti Alto recently took that title. It is
also exported to a number of countries in southeastern
Asia including Bangladesh and Sri Lanka, and to some South American markets (as
Chile, sold as Suzuki Maruti), and was available in selected European markets between
1988 and 1992, sold as the Suzuki Maruti. In Morocco it is currently sold as Suzuki
Maruti (as of March 2008)

MARUTI OMNI :
The Maruti Omni is a microvan manufactured by Indian automaker Maruti Udyog
Limited. The first version of Maruti Omni had the same 796 cc engine as the Maruti 800
city car. This was the second vehicle to be launched by Maruti, one year after the 800, in
1984. Later version of the Omni includes the

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

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

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

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

MARUTI GYPSY

The Maruti Gypsy is a four wheel drive SUV based on the

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

MARUTI WAGON-R

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

Suzuki Wagon R. The Wagon-R was born out of Japanese
kei-jido-sha restrictions which dictated a limited length and engine size. This boxy, 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.

MARUTI ALTO

The Maruti Alto is a city car manufactured by

Maruti Udyog in India. It is the best-selling car in
India.It is India's largest selling car and has recently
crossed the 1 million production figure.It is
exported to a number of countries including
Bangladesh and Sri Lanka, and to Chile. Alto has crossed the 150,000 export target. The
popularity of the Alto has increased over the past few years, mainly due to the reduction
in prices. This reduction in prices has mainly come in due to the reduction in excise duty
over time. It has now become the first choice of young car buyers intending to upgrade
from a 2 wheeler. Some of its appeal is from stylish looks, attractive features, and
impressive fuel economy at very affordable prices compared to the other cars in the
Indian market.

MARUTI VERSA

The Maruti Versa is a micro van produced by

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

The MARUTI Suzuki Swift is name plate marketed by Suzuki carried by vehicles of
three distinct derivations:

 Generations I, II, III: a super

mini that began as an export
nameplate of the Japanese
domestic market of suzuki .
 Generation IV: the current JDM, Europe and Oceana generation, a significant
departure from the previous models, marketed solely under the nameplate "Swift".
(this article)

Currently this varient is hot seller in India in the mini car segment.

MARUTI SUZUKI SX4

In an attempt to strengthen its position in the of

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

Maruti Swift Dzire is the new entry

level sedan from Indian automaker
Maruti Suzuki. Launched on March 26
2008, Maruti DZiRE is based on the
popular Maruti Swift platform. The
DZire replaces Maruti 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.
MARUTI SUZUKI BALENO

The Baleno has the looks and feel of a winner.

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

MARUTI SUZUKI GRAND VITARA

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

Estilo has got Wagon R's engine and chassis and

Suzuki MR Wagon's shape. Whatever remains is
taken from Zen, well does anything remain
actually? This is the mixture of zen and wagon
-R . 'Zen Estilo'. In essence its stylish Wagon R,
Japan's MR Wagon, combination of the two or
anything but Zen. It seems Maruti wants to exploit Zen 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.
SWOT ANALYSIS

Strengths Weakness

Brand Name Lack of in house R & D

Large Distribution Network New model introduction limited
Wide product offering at different to only cosmetic changes
price points Dominance mainly at lower level
Cheapest Cars in corresponding only (Swift)
segments
Encouraging exports
Awarded many awards
Economy with technology

Opportunity Threats

Rise of Indian middle class and Many players fighting for the
small cities same cake
A booming economy Entry of new players
Rising exports Cannibalism
 1.3 STUDY OF TOPIC

MARKETING STRATEGY OF MARUTI SUZUKI (PVT.) LIMITED

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

EFFICIENT PRODUCTION AND DISTRIBUTION CAPABILITIES

Just three months after it launched Swift, Maruti Udyog Limited has already sold over
8,000 units of the car and added another 5,000 next month. There's a four-month waiting
period for the 1,298-cc hatchback -- the company claims more than 9,000 bookings
before the car was launched. And that's even while competitors -- Corsa Sail, Hyundai
Getz and Fiat Palio -- are available off the shelf. Not surprisingly, MUL now has a lot
riding on the car: there's over Rs 440 crore (Rs 4.40 billion) invested in the project (Rs
250 crore-odd is MUL's share). Not only is the company hoping that the Swift will help
expand the market for the B-plus segment (premium hatchbacks), it's also counting on
Swift to make a style statement -- that Suzuki can deliver good-looking cars on Indian
roads. For a company that has been known more for its value-for-money proposition --
from the 800 to the Esteem -- that's important. "It's not as if our cars weren't style
statements. It's just that with Swift, we have made a break from the past," reveals a
company official.
PRODUCT
There are number of products ( models )
Of Maruti are in the market. Some of the models are given below:-
M – 800, Zen, Esteem, Omni, Alto, Gypsy, Wagonr,Grand Vitara etc. These products are
divided on the basis of product quality, variety, design, features etc.
 They define different factors:
 The quality of product.
 The product variety from different categories.
 The size of the car according to current or future market conditions.
 The car features to the customer like, car looking very good.
PRICE

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

SWIFT

Specifications Transmission Type Manual Fuel Type Petrol Seating Capacity5 Gearbox5
Speed Engine Description1.3L 87bhp AlTec32 engine Engine Displacement1,298
ccMileage-City12.2 kmplMileage-Highway16.1 kmpl Maximum Power88.2@6000
(PS@rpm) Maximum Torque11.5@4,500 (kgm@rpm)
Ex-Showroom Price :Rs. 3,94,466 to Rs. 4,20,974

GRAND VITARA

Specifications Transmission Type Automatic Fuel 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. RESEARCH METHODOLOGY

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

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

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

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

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

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

Sample element and sample unit

45 people have been interviewed to know their opinion about the marketing strategy of
maruti Suzuki.

Gurgaon (sample unit)

Time frame: 6weeks

Sampling technique: Random Sampling Techniques

Sampling frame: 45 People.

DATA COLLECTION

Primary Data

Primary data is that kind of data which is collected directly by the investigator himself for
the purpose of the specific study. Primary Data is collected by the investigator through
interviews of company employees, vendors, distributor etc. Data such collected is
original in character. The advantage of this method of collection is the authentic.

A questionnaire of about 50 questions was made and it was given to the dealers to
fill it up for our research.

The research was a kind of conclusive and exploratory research as it helps in the
testing of hypothesis. The method of sampling was the convenience sampling
method as it is unbiased.

Secondary Data

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

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

CHAPTER-3
DATA ANALYSE AND
INTERPRETATION
 3. DATA ANALYSIS & INTERPRETATION:-

(1) Are you aware about the present boom in Market?

(i) Yes
(ii) No.

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

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

(i) Only Direct sales Method--------------------- 28 percent
(ii) Only Indirect Dealership Method----------------- 18 percent
(iii) Both ---------------------------------------------------- 54 percent

INTERPRETATION:
28% respondents are only direct sales method and 18 % are to choose indirect sales
method and 54% respondents are to choose both of these direct sales method or indirect
sales method.
3. Do you think Advertisement is an effective method of selling your automobile
products?
(iv) Yes------------------------------------------------- 45 percent
(v) No----------------------------------------------------- 18 percent
(vi) Do not know/ Cannot say-------------------------27 percent
INTERPRETATION:
45 % respondents is to say yes that Advertisement is an effective method of selling and
18% are not effective advertisement and remaining 27% are can’t say about this.

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

products?
(vii) Product Specific------------------------------------- 34 percent
(viii) Company Specific---------------------------------- 22 percent
(ix) Personality oriented ------------------------------- 17 percent
(x) Do not know / Cannot say ------------------------ 27 percent
INTERPRETATION:
34% respondent is to say that product specific advertising will be helpful in increasing
salability of your auto products and 22% say company specific 17% to say personality
oriented is helpful and remaining 27% can’t say about this.

5. Do you think that branding helps in the marketing of your automobile products?
(xi) Yes------------------------------------------------- 34 percent
(xii) No----------------------------------------------------- 27 percent
(xiii) Do not know/ Cannot say-------------------------39 percent
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?
(xiv) Yes------------------------------------------------- 55 percent
(xv) No----------------------------------------------------- 12 percent
(xvi) Do not know/ Cannot say-------------------------33 percent
INTERPRETATION:
55% respondent say that yes auto fair are effective methods of sales promotion and 12%
response is no and remaining 33 % can’t say about this.

7. Do you think that Foreign Direct Investment (FDI ) should be allowed in the auto
mobile sector in India?
(xvii) Yes------------------------------------------------- 34 percent
 (xviii) No----------------------------------------------------- 32 percent
(xix) Do not know/ Cannot say-------------------------34 percent

INTERPRETATION:
34% respondent say that yes Foreign Direct Investment (FDI ) should be allowed in the
auto mobile sector in India 32% say no and remaining 34% 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/ Can not say
--------------------------------------------- 21 percent

INTERPRETATION:
74% respondent say that yes branding of products as a Marketing strategy and 5% say
that no and remaining 21% can’t say about this.
9. Does branding of products helps to improve the marketing potential of your
products?

(i) Yes ----------------------------------------------------------------68 percent

(ii) No ------------------------------------------------------------------12 percent
(iii) Do not know/ Can not say --------------------------------------------- 20 percent

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

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.
  Branding ------------------------------------ 14 per cent
 Publicity ----------------------------------------- 09 percent
 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

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

13. Maruti Suzuki has a future growth. You opinion

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

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

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 / Can not say

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

16. Which are the products of the company that are favourite among the customers?
 (i) 55 percent --------------------- Quality based
(ii) 30 percent ---------------------Economical/ Cheap
(iii) 06 percent ---------------------- Branded
(iv) 09 percent ------------------------ Do not know /Can not say

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

 To find the awareness of boom in the market then in our study 82% of the
respondents are aware about the market boom in the present economy .
 To find what method do you follow for marketing of your products then in our
study 28% respondents are only direct sales method and 18 % are to choose
indirect sales method.
 To find What method do you follow for marketing of your products then in our
study 45 % respondents is to say yes that Advertisement is an effective method of
selling and 18% are not effective advertisement.
 To find What type of advertising will be helpful in increasing salability of your
auto products then in our study 34% respondent is to say that product specific
advertising will be helpful in increasing salability of your auto products and 22%
say company specific 17% to say personality oriented is helpful.
 To find that branding helps in the marketing of your automobile products then in
our study 34% respondents is say that yes branding helps in the marketing of
automobile products and 27% is say no.
 To find that auto fairs are effective methods of sale promotion then in our study
55% respondent say that yes auto fair are effective methods of sales promotion
and 12% response is no.
 To find that Foreign Direct Investment (FDI ) should be allowed in the auto
mobile sector in India then in our study 34% respondent say that yes Foreign
Direct Investment (FDI ) should be allowed in the auto mobile sector in India
32% say no.
 To find that branding of products as a Marketing strategy then in our study 74%
respondent say that yes branding of products as a Marketing strategy and 5% say
that no.
 To find that branding of products helps to improve the marketing potential of your
products then in our study 68% respondents say that yes branding of products
helps to improve the marketing potential of products.
 To find that Future of the automobile industry in India then in our study 75%
respondent say that in future in automobile industry the boom will continue and
12% say that the boom is a temporary economic situation .
 To find that Major Weakness of Maruti Suzuki’s Marketing strategy 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.
5. 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 finalising a purchase. “It’s smarter to think
about emotions and attitudes, if marketers are to do a better job of marrying what a car
offers to the consumer’s image of the offerings.
 6. SUGGESTION

 Operational attributes should be made good.

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

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

 Customer Specific Details.

 An excellent service & support infrastructure must be provided.

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

 Strong customer relationships must be made.

 World Class Quality standards maintained for PPP (People, Processes &

Performance). Alliance with global technology leaders.

 The message should to the customers be sent in these components only to have

the maximum benefit from the advertisement.

 With the fast growing economy the pricing strategy needs to be tackled with care

as it can decide upon long term decisions of the company.

 7. LIMITATIONS OF STUDY

Due to the following unavoidable and uncontrollable factors the results might not be
accurate. Some of the problems might face while conducting the survey are as follows:
 Certain open-ended questions have been put in the questionnaire to give
respondents freedom to express their perception.
 Time and cost constraints were also there
 Chances of some biasness 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 but it is always liable from
biasness.
 The primary data has been collected from the middle and upper section of
the society.
 8. BIBLIOGRAPHY

Books & Journals

 Marketing Management by Phillip Kotler

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

Newspapers, Journals & Magazines

 Business World
 The Economist
 Economic Times
 Autocar Indias
 9. ANNEXURE

QUESTIONNAIRE

(1) Are you aware about the present boom in Market?

 Yes
 No
2. What method do you follow for marketing of your products?
 Only Direct sales Method--------------------- 28 percent
 Only Indirect Dealership Method----------------- 18 percent
 Both ---------------------------------------------------- 54 percent
3. Do you think Advertisement is an effective method of selling your automobile
products?
 Yes------------------------------------------------- 45 percent
 No----------------------------------------------------- 18 percent
 Do not know/ Cannot say-------------------------27 percent
4. What type of advertising will be helpful in increasing salability of your auto
products?
 Product Specific------------------------------------- 34 percent
 Company Specific---------------------------------- 22 percent
 Personality oriented ------------------------------- 17 percent
 Do not know / Cannot say ------------------------ 27 percent
5. Do you think that branding helps in the marketing of your automobile products?
 Yes------------------------------------------------- 34 percent
 No----------------------------------------------------- 27 percent
 Do not know/ Cannot say-------------------------39 percent
6. Do you think that auto fairs are effective methods of sale promotion?
 Yes------------------------------------------------- 55 percent
  No----------------------------------------------------- 12 percent
 Do not know/ Cannot say-------------------------33 percent
7. Do you think that Foreign Direct Investment (FDI ) should be allowed in the auto
mobile sector in India?
 Yes------------------------------------------------- 34 percent
 No----------------------------------------------------- 32 percent
 Do not know/ Cannot say-------------------------34 percent
12. Does branding of products helps to improve the marketing potential of your
products?

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

 No ----------------------------------------------- 12 percent
 Do not know/ Can not say-------------------- 20 percent
13. Future of the automobile industry in India.

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

 The boom is a temporary economic situation---------------- 12 percent
 Do not know/ Can not say ------------------------------------------- 13 percent
14. Major Weakness of Maruti Suzuki’s Marketing strategy.

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

 Publicity ----------------------------------------- 09 percent
 Infrastructure assessment and Development -------------------------------- 77 percent
15. How do the Foreign Automobile Companies affect the prospects of the domestic
players in the Indian market?
 32 percent ------------------------------ have reduced the profit margin of the
domestic players
 53 percent ---------------------------------- have made the automobile industry more
competitive.
 07 percent ------------------------------- do not have significant effects on the
domestic players operating in the automobile industry
 08 percent ------------------------------- do not know / can not say
16. Maruti Suzuki has a future growth. You opinion
 75 percent -------------------- Maruti Suzuki is gradually spreding its wings and
being a very big company has the capacity to absorb short term losses, hence has
a very good prospect for the future market in India.
 20 percent ---------------------- Its future is like any other private automobile
companies in India
 5 percent -------------------- do not know/ can not say
17. Which is the major factor to increase the sale of your products?

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

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

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

 Other factors ---------25 percent

18. Do you think brand extension is necessary for the company? If yes, why?
 78 percent --------------------------------- Yes
 04 percent -------------------------------- No
 18 percent -------------------------------- Do not know / Can not say
19. Which are the products of the company that are favourite among the customers?
Please give the reasons as you think.
 55 percent --------------------- Quality based
 30 percent ---------------------Economical/ Cheap
 06 percent ---------------------- Branded
 09 percent ------------------------ Do not know /Can not say
20. Do you see the probability of a separation between Maruti and Suzuki in future?
 Yes ------------------------------------------------------------------ 18 percent
 No -------------------------------------------------------------------- 74 percent
 Do not know/ Can not say ------------------------------------------ 08 percent