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Submitted in partial fulfillment for requirement of Bangalore University for the award of Degree of Bachelor of Business Management By
SUBRATO KUMAR DEY
Reg. No. 06XECO8042
UNDER THE GUIDANCE OF Ms.Priya (Faculty of E.P.C.H.E)
DEPARTMENT OF MANAGEMENT STUDIES EAST POINT COLLEGE OF HIGHER EDUCATION
BIDARAHALLI, VIRGONAGAR POST, OLD MADRAS ROAD, BANGALORE – 560049. 2008-09.
BIMAL AUTO AGENCY
#60/2, Mahadevapura, Whitefield Road, Bangalore – 560049. Email:email@example.com
TO WHOM SOEVER IT MAY CONCERN
This is to certify that Shri. SUBRATO KUMAR DEY Final Year B.B.M student of East Point college of higher education, Bangalore undertook a project work on “MARKETING STRATEGIES OF MARUTI UDYOG LTD” during the month of February 2008.
The character and conduct of Shri. SUBRATO KUMAR DEY during the above period was good and successfully completed the project. We wish him all success in future.
Mr.Sanjay Singh (Manager)
EAST POINT COLLEGE HIGHER EDUCATION BANGALORE-560049. 2008-09.
This is to certify that the project report titled “A Study on Marketing strategies of Maruti Udyog Ltd. Conducted at Bimal Auto Agency, Bangalore is a bonafide report prepared by Mr.Subrato Kumar Dey, under my guidance. In partial fulfillment of the requirement of the award of Bachelor of Business Management for the academic year 2008-09 of Bangalore University.
This is an original project and has not formed any basis for the award of any Degree/Diploma by any university earlier.
Certificate by Project Guide
Conducted at Bimal Auto Agency. DECLARATION I.:06XEC08042 . declare that this project report titled “A study on Marketing strategies of Maruti Udyog Ltd. Place:Bangalore Date: SUBRATO KUMAR DEY Reg No. Subrato Kumar Dey. Bangalore” carry out an original and bonafide work by me in partial fulfillment of the requirements for the degree of bachelor of Business Management under Bangalore University. This project has not been submitted to any other university for the award of any degree of any degree or diploma. 2008-09.EAST POINT COLLEGE HIGHER EDUCATION BANGALORE-560049.
NO 1 2 3 4 5 6 7 8 INTRODUCTION RESEARCH DESIGN COMPANY PROFILE CONTENTS PAGE NO. DATA ANALYSIS& INTERPRETATION SUMMARY OF FINDINGS & CONCLUSIONS RECOMMENDATIONS & SUGGESTIONS BIBLIOGRAPHY ANNEXURES .SL.
13.INDEX OF TABLES TABLE NO. 1 2. 12. TABLE NAME PAGE NO Table showing the age group of respondents Table showing the income of Respondents Table showing the brand preference of the respondents Table showing the rating price of maruti Table showing respondents satisfaction towards the Features of brand Table showing the features preferred the most by the respondents Table showing the rating of spares concerned with performance Table showing the rating of spares concerned with price Table showing the changes in pricing policy Table showing the test drive provided to the respondents Table showing sales convinces the buying motive Table showing the factors of awareness of brand Table showing the level of awareness of Maruti Insurance Scheme Tables sowing applied for Maruti Insurance Scheme Table showing the satisfaction level with customer care service Graph showing the factors of awareness of the brand Graph showing the awareness of Maruti Insurance Scheme Graph showing the applied for Maruti Insurance Scheme Graph showing the satisfaction with customecare services 6. 11. 9. 7. 10. . 3. 18. 4. 17. 19. 5. 8. 14. 15. 16.
D.D.D. Graph showing the J. of Customer Satisfaction performance execution and layout rating Index study.Power 2005study.D.Power 2005 rating of Automotive Graph showing the J.Power 2005 rating of Sales Satisfaction Index. Graph showing the income group of respondents Graph showing the Brand preference of respondents Graph showing the rating of price of Maruti Graph showing the respondents satisfaction towards features Graph showing features preferred by the respondents Graph showing rating of spares concerned with performance Graph showing rating of spares concerned with price Graph showing changes in pricing policy Graph showing test drive provided Graph showing sales convenes the buying motive.Power 2005 rating of Initial Quality Study. 2 3 Graph showing the J. Graph Showing age group of respondents.LIST OF GRAPHS Graph Graph Name 1 No. Graph showing the J. Page No 4 5 6 7 8 9 10 11 12 13 14 15 .
CHAPTER 1 INTRODUCTION .
Canada. Before people had cars to drive. Ways of life have changed greatly in all those countries because of the car. In Britain and many other countries. But it became a major from of transportation first in the United States. Most of the world’s cars are in the United States. Japan. and people can visit relatives living in remote or distance areas. the early cars were called “Houseless carriages. or some king of horse drawn carriage. Worldwide.” The origin of the car can be traced to Europe. tram. Most long-distance travel was by railway. and Western Europe. and were expensive. People in the United States often refer to cars as automobiles. In fact. Most European cars were built by hand.MARKETING STRATEGIES OF MARUTI UDYOG HISTORY OF CARS The story of car is one of the most important and exciting chapters in the history of transport. they generally walked or rode bicycles when travelling short distances. Only rich people could afford them. they are sometimes called motor cars. East Point College of Higher Education 1 2008-09 . there are more than 400 million living or to travel for pleasure. The development of the car has meant that city dwellers can travel into the country for a relaxing break.
Inventors solved that problem. the “Red Flag Law” ended further development of cars in Britain for about 30 years. In 1865. while the others was three-wheeled steam tractor for hauling artillery. Nicolas-Joseph Cugnot. the development of steam-powered engines progressed rapidly in Europe. In 1801 and 1803. At first. it took too long for the fire to heat the boiler. Inventors dreamed of a “Houseless carriages” –a vehicle that could travel under its own power – and steam seemed the obvious power source.MARKETING STRATEGIES OF MARUTI UDYOG During the late 1700’s. Numerous attempts in Britain to promote the use development of stream cars failed because of competition from railway and stagecoach companies. One was designed to carry passengers. The steam engines had to be practical for cars and so they had to be high pressure engines to produce the required power. a French military engineer built the first self propelled road vehicles in 1769 and 1770. But he lacked the money to continue his work. but other remained. Richard Trevithick of the England demonstrated four – Wheeled steampropelled road vehicles (steam car) to carry passengers. Steam cars had big disadvantages. East Point College of Higher Education 2 2008-09 .
” many welcomed the introduction of the new machine because it would replace horsedrawn carriage. and free of smelly fumes. the British inventor W. two Germans working separately. Although some people disliked the “Houseless Carriage.MARKETING STRATEGIES OF MARUTI UDYOG Electric cars were at first more successful than steam cars. and other pioneers began massProducing cars. Henry Ford. creating a terrible stench and attracting disease-tearing flies. built their first car in 1890. Few electrics could travel faster than 32 kilometers per hour. In 1885 Gottlieb Daimler and Karl Banz. and the batteries had to be recharged at least every 80 kilometers. The general design of present-day cars was developed in France. The petrol-engine car as we know today resulted from the development of the internal-combustion engine. developed the first successful four-stroke petrol engines.Cecil designed an engine driven by the explosion of mixture of hydrogen and air. No longer would East Point College of Higher Education 3 2008-09 . Gases powered the first internal-combustion engines. But the batteries limited how far or fast electric cars could go. A Daimler’s engine powered it. Electric cars quickly became popular because they were quiet. In the early 1900’s. In 1820. easy to operate. Emil laves and Rene Pan Hard. Ransom E. Batteries powered them. Unsightly horse droppings would no longer litter the street. partners in a carriage firm.
A. Australia. Australia. the Czech Republic.S. Other important car manufacturing countries include Germany. Malaysia.MARKETING STRATEGIES OF MARUTI UDYOG people be burdened by the need to keep horses or be limited to travelling short distances. Today. more than any other country. the United States has about 130 million cars. South Korea. East Point College of Higher Education 4 2008-09 . The United Kingdom has approximately one car for every three and Japan one for every four. France. India. Japan. Italy and Spain. and France there is approximately one to every two people. In the U. Sweden and the United Kingdom also have motor Industries.
But even in industrialized nations with little or no car production. But as roads improved and car ownership expanded during the 1920’s. By the mid 1950’s even factories had begun to relocate in the suburbs. Impact of Society: The has given many people freedom of movement. road junctions. and slip roads leading into major motorways. especially in industrialized countries. or technological advance has created greater or more rapid changes in society. Germany. people increasingly moved to the suburbs because of freedom provided by car owner.MARKETING STRATEGIES OF MARUTI UDYOG IMPORTANCE OF CARS The development of cars had an enormous effect on people’s way of life throughout much of the world. The car influences where people live and work how they spend their leisure time. urban workers walked. cycled. discovery. Probably no other invention. Japan. East Point College of Higher Education 5 2008-09 . the United Kingdom. and the number of lanes. The striking changes in people’s lives created by the car began in the United States and have since spread across much of the globe. They carefully plan bypass. and grading. or rode on railway trains or horse-drawn vehicles to their jobs. Before the development of cars.traffic signals. and Italy depend on car production to provide jobs for millions of workers. Economic impact: Such industrialized nations as the United States.Batteries.
Italy and France follow well behind. the largest car manufacturing countries also have the largest markets for cars. In1960. the United States made 90 percent of the world’s cars.2 million motor vehicles in 1950 to more than 45 million in the 1990’s. Japan and the United Stated are the largest car producers. Germany over took Britain and France top become the second largest car producer in the world market. Japan replaced the United States as the top passenger car manufacturer from 1980 to 1983. Germany owes much of its success in the world market to the production of the Volkswagen. largely due to the success of companies like BMW and Mercedes-Benz. It regained the top spot in 1987 and still holds first place. In general. What has happened is that a worldwide production has boomed-from about 101.MARKETING STRATEGIES OF MARUTI UDYOG CAR INDUSTRY During the early 1920’s. The United States has the biggest car market by far. Its main competitors were Italy and Japan. Such countries as Japan. built ever since 1904. it made only about 20 percent. A famous British quality car is the Rolls Royce. Yet U.S output has generally climbed since the 1920’s. William Morris was the first British car manufacturer to copy the mass production methods of Henry Ford. East Point College of Higher Education 6 2008-09 . Other major producers include Germany and the United Kingdom. By the late 1900’s.
During most of that period. greater number of people than ever before could East Point College of Higher Education 7 2008-09 . who began producing cars in 1962. For example: the typical car requires more than 770 kg of steel. a variety of cars and light trucks. but produced only trucks until 1931. the “big three” motor manufacturers in the United States are General Motors. The car industry also aids many countries economy by its huge consumption the output of other industries. United States. business conditions were good and jobs were plentiful. Each manufacturer produces. and 60 kg of rubber. Car production increased greatly during the 1920’s. who took over Chrysler in 1982. World War I (1914-1918) demonstrated the values of car and other petrolpowered vehicles for military purposes. the major car manufacturing companies in Japan includes Honda. 180 kg of iron 110 kg of aluminum. they became the first Japanese manufacturers to build cars in Europe when they opened their factory in Sunderland. The war also proved the importance of the car industry’s mass production methods. As a result. Ford and Chrysler.the motorcycle manufacturers. Nissan was set up in 1915.MARKETING STRATEGIES OF MARUTI UDYOG Japan. Their largest suppliers number about 200 major companies. and there are thousands of smaller suppliers. under different trade names. Mazda. Britain. Nissan and Toyota. In 1986.
And as the Arab oil embargo of the mid 1970’s caused a serious petrol shortage in the petrol consuming nations.800. In the United States. Until the 1970’s many car buyers in the United States preferred large. luxuries cars. cars were generally smaller but there was still a preference for larger cars. aircrafts and marine engines. jeeps. including not only military trucks. and personnel carriers.MARKETING STRATEGIES OF MARUTI UDYOG afford to buy cars. In the United States. lightweight cars. because more and more families bought small cars as second cars. which gave more economical fuel consumption than large models.000 vehicles by 1941. Production then increased. the car industry turned out war materials. As the price of petrol increased. more families switched to smaller. In the hard times of the 1930. the car industry suffered severely during the Great Depression. output fell by an additional 44 percent to about 1. This was the lowest volume of cars produced since the war year of 1918. In other countries.300.000 vehicles. Car manufacture in Europe was halted in 1939 by the outbreak of the World War II(1939-1945). as in the United Kingdom. more increased. recovering to about 4. which began in the October 1929. artillery and ammunition. production of all vehicles fell by 36 percent in 1930 and by a further 29 percent in 1931. In 1932. Sales of small cars had began to increase in the mid 1960. but also tanks. East Point College of Higher Education 8 2008-09 .
Internal combustion engines will probably still power most cars. With the flick of a switch.MARKETING STRATEGIES OF MARUTI UDYOG Cars of tomorrow will probably be increased fuel-efficient and less polluting. Computerized controls will do more and more tasks in tomorrow’s cars. Computer will also pay an increasing role in creating tomorrow’s cars. from the designing to the engineering to the assembling. East Point College of Higher Education 9 2008-09 . But worries about pollution will probably increase the use of electric vehicles. computerized suspension systems will adjust to changes in the road surface. The selling and servicing of cars will also be more and more computerized.
This model was the considered a modern car with contemporary styling went on to become the market leader and has retained a dominant presence in the Indian market for more than a decade. The late 1980’s and the early 1990’s at least saw the emergence of marketing orientation. Maruthi spectacular success did not however mean that its competitors failed to respond to the challenge. In mid 1980’s saw a revolution in the passenger car market when the government decides to issue license to all automobile manufacturers to produce allied vehicles as well. This can be called the second revolution in the passenger car market. Following the liberalization of the passenger car industry.. low growth market with very few players till the early 1980’s. It had a sheltered existence due to the various controls and restriction. the Fiat the standard or a Dolphin. A few models were introduced mostly with foreign collaboration. For East Point College of Higher Education 10 2008-09 . This moves saw the entry of Maruthi Udyog Ltd.MARKETING STRATEGIES OF MARUTI UDYOG The Indian passenger car industry was a staid. There were very little incentive to innovate or even plagiarize. which launched the Maruthi 800. Passenger car manufacturers tried to position themselves in various segments. The consequent lack of domestic competition meant that were few changes made to the design of the existing cars. For over two decade the Indian customershad to choose from the Ambassador.
Marketing is defined in different ways. Marketing is a comprehensive term and it includes all resources and a set of activities necessary to direct and facilitate the flow of goods and service from producer to consumer. Others aspirants included General Motors. The early birds among them were Daimler-Benz and Daewoo. finance and management constitute the primary resource in marketing. A few definitions of notable authorities are given below: “Marketing is so basic that it cannot be considered a separate function. international car manufacturers began to evince keen interest in the Indian car market. Ford. Fiat and Peugeot.” East Point College of Higher Education 11 2008-09 . which is from the customers point of view… business success is not determined by the producer but by the customer.MARKETING STRATEGIES OF MARUTI UDYOG the first time.” Peter Drucker “Marketing is a social and managerial process by the which individuals and groups obtainwhat they need and want through creating. It is the whole business seen from the point of view of its final result. In the process of distribution businessmen refer marketing process as distribution process. Human efforts. offering and exchanging products of value with others.
the health and welfare East Point College of Higher Education 12 2008-09 . the housing that shelter us the comforts and amenities we enjoy in our home and at work places. promote and distribute goods and services to melt consumer needs within the limits of society. IMPORTANCE OF MARKETING Marketing is recognized as the most significant activity in our entire economic life. the clothes we wear. price.” ANONYMOUS Thus marketing comprises an integrated system of business activities in order to plan. by looking to ultimate customers and backward to suppliers and by linking customers and suppliers together in a sequence of proper steps. The food we eat.” Ray Corey “Marketing’s job is to convert societal needs into profitable opportunities.MARKETING STRATEGIES OF MARUTI UDYOG Philip Kotler “Marketing consists of all activities by which a company adapts itself to its Environment creatively and profitability. We can evolve a planned system of action dealing with the problem of moving large volume of products. a wide range of marketing activities continuously affects our life styles.
which is. Marketing is the vital connecting link between producers (production) and consumers (Consumption).MARKETING STRATEGIES OF MARUTI UDYOG activities which give us peace of mind all these are profoundly affected each day by the marketing system. Marketing is directly responsible to maintain the equilibrium East Point College of Higher Education 13 2008-09 . Our entire economic life shall be simply paralyzed if marketing system fails to shoulder its main responsibility. and satisfy and varied and innumerable needs and wants. Marketing has achieved social importance because it is entrusted with task of creation and delivery of standard of lignin to society. character and magnitude of market demand. viz. On the basis of upto date knowledge of nature. varied and dynamic. Marketing alone can put goods and service we want and need at our doorsteps. discovering and servicing the market demand. It is primarily responsible to keep the wheels production and consumption constantly moving or running at their optimum speed. Optimum production and optimum consumption can secure optimum standard of living in an economy.. the firm produces wanted goods and services which are offered to consumers at fair prices through distribution channels. Marketing studies continuously consumer demand.
Consumer oriented marketers can and must play an important role in mass distribution. goods flow East Point College of Higher Education 14 2008-09 . which would deliver (at profitable prices) all the goods we could produce or manufactured goods would raise substantially. The problem of marketing today is greater than the problem of the production. If the two flows viz. Marketing must divide a comprehensive marketing system. Marketing revolution is called upon to provide mass distribution machinery in the 20th century for effective distribution in every expanding Markets.MARKETING STRATEGIES OF MARUTI UDYOG between mass production and ass consumption.. Better marketing can raise living standards of all people in any country. Then only we will have economic stability. We have get to evolve a smoothly operating system of physical distribution. Industrial revolution offered mass production in the 19th century. The number one problems in economic marketing has tremendous importance to solve this burning problem of mass distribution. We live in dynamic economy and equilibrium between supply and demand in such an economy. Marketing system plays a unique role in transforming the benefits of mass production in terms of rising living standards and life styles all people through the best systems of physical distribution.
which would be its own term plan linked to its own East Point College of Higher Education 15 2008-09 .MARKETING STRATEGIES OF MARUTI UDYOG (representing supply) and the money flow (representing demand) balance each other. it should involve the most senior executives within the organization. we have of national output. STRATEGY It is the art of science of the planning and conduct of a war. This is process or activity goes under a variety of names within the organization. At the highest level is the corporate strategy. strategy is the grand design or a dynamic action-oriented formal general plan to accomplish company mission. basic objection as well as functional objectives.term plan for the success of the enterprise. especially in business. It corporate planning. Larger organizations frequently consist of a number of (Strategic) business units. This is an ideal and desirable state of national economy. It is about the development of long-term plans and policies within the organization. which will lead to or enable it to continue its success. a long term plan for success. employment and income. which are effectively self contained serving a particular market with a somewhat limited range of services. Each business unit could have it’s own business strategy. which is the long. It involves the choice of a general type of plan.
at a random. 2.Top management values and brief. However before starting to plan the route. and at worst they have been relocated again. East Point College of Higher Education 16 2008-09 . at best the road signs have been removed. it is necessary to determine the destination. what it wants to be what it wants to do. Thus before starting the strategic planning process. the organization must ask some fairly fundamental questions about where it is. what it is doing.Desired socio-economics objectives. Moreover. NEED FOR A STRATEGY An organization without s strategy is like a motorist on a long journey without a map. 3. A strategy of a company is designed in such a way that it way it matches of fits with: 1.Future environmental marketing opportunities. 4. given the uncertainty and complexity of the commercial environment.MARKETING STRATEGIES OF MARUTI UDYOG environment and markets. to continue the analogy with the motorist. within the context of achieving the strategy of the organization as a whole.Capacities of company’s human and material resources.
This introduces the need for a ‘successor’. MARKETING STRATEGY It is the heart of a marketing pal. to gradual decline. We have grand strategy dealing with company mission and company objectives or goals as well as functional objectives i. low contribution and poor resource utilization. with these typically being made after the launch period. which comes with maturity.e. which should be part of the long-term plan or strategy of the organization. growing. the new service should be launched before the existing service has fallen significantly into decline. Lack of planning can result in a period of satisfaction for the organization with low income. This ‘maturity/gradual decline’ can some as a result of a change in customer requirements or expectation. The concept of strategy usually comes from two planes. demand or sales grow from a zero base at launch through a period of rapid growth. which will require significance resources. Typically. The new service development process should be such that. sub objectives adopted for East Point College of Higher Education 17 2008-09 . reaching a peak.MARKETING STRATEGIES OF MARUTI UDYOG It is important for an organization to recognize the significance of the life cycle associated with a product or service. and then falling during the decline. through to a steady state. ideally. Profit normally follow the product life cycle. or therefore a competitor offers a ‘better’ service.
It is related to marketing as one functional area of business. 1. The corporate strategy plan is the master company plan that provides guidance to all managers about the direction in which the firm wants to go and the position its wants to objective. The strategic plan sets the boundaries for all other functional planning.Marketing objectives.MARKETING STRATEGIES OF MARUTI UDYOG each functional area of the business. MARKETING STRATEGY CAN BE DIVIDED INTO TWO SUB-DIVISIONS. Marketing strategy is the functional strategy. and feasible ser of principles through which a particular through which a particular company hopes to achieve its long-term customer satisfaction and profitability objectives in a particular competitive environment.. PHILIP KOTLER defines marketing strategy as s consistent appropriate. e. and profitability targets. choice of markets. Marketing strategy is based on corporate marketing objectives and its is implements by a coordinated marketing action optimum utilization of all resources of the firm. Marketing strategy is a comprehensive plan of action designed to meet the needs of a certain enterprise operation in a particular environment.g. sales volume sales revenue. East Point College of Higher Education 18 2008-09 .
Marketing mix covers. 2. physical distribution. and promotion. market share.They relate to the matching of the organizations activities with the opportunities of its substantive environment. Outsiders on the basis of results achieved will judge the firm.They are concerned with scope of an organizations activities. Marketing mix acts as a stimulus and resulting variables such as consumer satisfaction. Since the environment is continuously changing it is necessary for this to be accommodated via adaptive decision making that anticipates out comes as in playing a game of chess. and hence with the definition of an organizations boundaries.MARKETING STRATEGIES OF MARUTI UDYOG 2.Marketing mix in the form of marketing program to achieve the set marketing objective as well as overall company objectives. main marketing objectives are naturally consumer citizen satisfaction and profitability through serving the demand. price. products. Under customer oriented marketing plans and strategies. East Point College of Higher Education 19 2008-09 . viz. return on investment and company image as responses. Characteristics of Strategic decisions 1.. The marketing objectives represent desired responses. customer and customer needs.
personnel. disposing of capacity. 4. 5.They are influenced by the values and expectations of those who determine the organizations strategy.they have major resource implication for organizations such as acquiring additional capacity. or reallocating resources in a fundamental way.MARKETING STRATEGIES OF MARUTI UDYOG 3. Any repositioning of preferences and conceptions as much as by environmental possibilities. East Point College of Higher Education 20 2008-09 . available when required. no additional cost on any of the other ingredients of the marketing mix will improve the product performance in the market place. It the product fails to satisfy consumer demand. The product policy and strategy is the cornerstone of a marketing mix. nothing to promote. MARKETING STRATEGY PRODUCT STRATEGY The product is the most tangible and important single component of the marketing program.etc. nothing to price. Without a product.They require the matching of an organizations activity with its resources. capacity. In order to take advantages of strategic opportunities it will be necessary to heave funds.. there is nothing to distribute.
service after sale. or because they satisfy different but related needs of a given market segment. branding. packaging.MARKETING STRATEGIES OF MARUTI UDYOG A product strategy is a company plan for marketing its products. East Point College of Higher Education 21 2008-09 . We have a product program suitable to the product’s position in the life cycle. Product plan or strategy involves a number of issues to be resolved. product line. product mix. We lay down product objectives. organizing for product planning and development. Product line is a group of product that are related either because they satisfy similar needs of different marker segments. product research and improvements. labeling.
Growth. so sales and heavy distribution and promotion East Point College of Higher Education 22 2008-09 . Not only are economic conditions changing and competitors launching new assaults but. It takes time to fill the dealer pipelines and roll out the product in several marker. in addition. a company will normally reformulate its marketing strategy several times.MARKETING STRATEGIES OF MARUTI UDYOG PRODUCT LIFE CYCLE The product life cycle concept derives from the fact that a product’s sales volume and sales revenue follows a typical pattern of five-phase cycle. Most discussion of product life cycle portrays the sales history of a typical product as following an S shaped curve. The curve is typically divided into 4 stages known as Introduction. The company must think about how to extend the product’s life and profitability in the face of knowing that it will not last forever. Maturity and decline. The life cycle is a fact of existence for every product. the product is passing through new stages in the role that it plays in its market. Consequently the company needs to plans for a succession of strategies appropriate to each stage in the product’s life cycle.INTRODUCTION STAGE: The introduction stage starts when the new product is first distributed and made available for purchase. During a product’s life. It is similar to the human life cycle. 1. the duration of each phase and the shape of the curve vary for different products.
Promotional effort to inform potential consumers of the new and unknown product. marketing management can set a high or a low level for each marketing variable. such as price. the market is large: market is unaware of the product. promotion. As the pioneer through the various stages of this competitive cycle. East Point College of Higher Education 23 2008-09 .MARKETING STRATEGIES OF MARUTI UDYOG expenses. it must formulate new pricing and marketing strategies if it is to succeed. most buyers are price sensitive. The firm charges a high price in order to recover as much gross profit per unit as possible. This strategy makes sure when. Marketing Strategies in the introduction stage: In the launching a new product. It spends heavily on promotion to convince the market of the product’s merits even at the high price level. induce trial of the product. This strategy promises to being about the fastest market penetration and the largest market share. and service distribution in retail outlets”. This period in which the product has turned into a commodity and buyers no longer pay a price premium. Rapid penetration strategy: Consists of launching the product at a low price and spending heavily on promotion. there is strong potential competition. and the suppliers earn only on average rate of return. Much money is needed to attract distributors and “fill the pipeline”. Considering only price and promotion. and product quality. management can pursue on of the 4 strategies as follows: Rapid skimming strategy: it consists of lunching the new product at a high price and a high promotional level. distribution.
causing a decline in the promotion sales ratio. The early adapter like the products. and unit manufacturing costs fall faster than price declines owing to the “experience curve” effct.The firm adds new distribution channels. attacked by the opportunities for large-scale production and profit.It lowers prices at the right time to attract the next layer of price sensitive buyers. New competitors enter the market. They introduce new product features and this further expends the market. Profits increase during the states as promotion costs are spread over a larger volume. 4.The firm adds new models and flankers products. the firm uses several strategies to sustain market growth as long as possible: 1. Price remains where they are or fall only slightly in so far as demand is increasing quite rapidly.GROWTH STAGE: A period of rapid market acceptance and substantial profit improvement. East Point College of Higher Education 24 2008-09 . 6. 2.MARKETING STRATEGIES OF MARUTI UDYOG 2. Companies maintain their promotional expenditures at the same or at a slightly raise level to meet competition and continue educating the market sales rise much faster. Marketing strategies in the Growth stage: During this stage. 5. 3.It enters new market segments.It shifts some advertising from building products awareness to bringing about product conviction and purchase. and middle majority consumers start following their lead.The firm improves product quality and adds new product features and improved styling.
MARKETING STRATEGIES OF MARUTI UDYOG The firm that purpose this market –expanding strategies will strengthen its competitive position. and therefore most of marketing deals with the mature product.MATURITY STAGE: At some point a product’s rate of sales growth will slow down. growth maturity. the product will enter a stage of relative maturity. and marketing –mix modification. East Point College of Higher Education 25 2008-09 . In third phase. There are no distribution channels to fill. This ignores the low success rate or new products and the high potential that many old products still have. The maturity stage can be divided into three phases. They think the best thing is to conserve their money and spends it on newer products in the developments pipeline. Most products are in the maturity stage of the life cycle. Marketing strategies in the Maturity stage: Some companies give up on mature products. In the first phase. the absolute level of sales now starts to decline and customers starts moving towards other product and substitutes. although some laggard buyers still enter the market. the sales growth rate starts to decline. and it poses formidable challenges to marketing management. decaying maturity. feeling there is little they can do. This stage normally lasts longer than the previous stages. product. Marketers should systematically consider strategies of market. 3.
Volume=No. of brand users Usage X Usage rate per users. Strategy of quality improvement aims at increasing the functional performance of the product –its durability.MARKETING STRATEGIES OF MARUTI UDYOG Market Modification The company should seek to expand the market for its brand by working with the two factors that make up sales volume. Product Modification: Managers also try to turn sales around by modification the product’s characteristics in a way that will attract new users and/ or more usage from current users. speed. A manufacturer can often overtake its competitors by launching the “new and East Point College of Higher Education 26 2008-09 . taste. throwing out one challenge volume can also be increased by getting current brand users to increase their usage of brand. There are three strategies: More frequent use: The company can try to get customers to use the product more frequently. New and more varied uses: The Company can try to discover new uses for the product and convince people to make more varied use of it. The company can try to expand the number of brand users in three ways: Convert Non users Enter new markets segments Win competitors customers The company can work to attract competitor’s customers to try or adopt the brand. More usage per occasion: The Company can try to interest users in using more of the product each time it is used. reliability. For Example: Pepsi-Cola is constantly coaxing Coco-Cola users to switch to Pepsi.
Price: Would a price cut attract new tries and users? If so. rebates. television set or detergent. and contests? East Point College of Higher Education 27 2008-09 .. frequently. should the list price lowered or should prices be lowered through price specials. automobile. This strategy is effective to the extent that the quality can be improved the buyers believe the claim of improved. and materials. freights absorptions or easier credit terms? Distribution: Can the so company obtain more product support and display in the existing outlets be penetrated? Can the company get the product into some new types of distribution channels? Advertising: Advertising should expenditure be increased? Should the advertising message or copy be changed? Should the media vehicle mix be changed?Should the timing. safety. Strategy of feature improvement aims at adding new features viz. additives. Strategy of style improvement aims at increasing the aesthetic appeal of the product. accessories that expand the product’s versatility. or size of ads be changed? Sales Promotion: Should the company step up sales promotion trade deals. The periodic introduction of new car models amount to style competition rather than quality or feature competition.MARKETING STRATEGIES OF MARUTI UDYOG improving” machine tool. volume or earlypurchase discounts. gifts. Marketing Mix modification: The product manager should also try to stimulate sales though modifying one or more marketing-mix elements. size weight. warranties. or convenience. cents-off. and the buyers want higher quality of improved quality and a sufficient number of buyers want higher quality.
including technological advances. Marketing strategies during Decline Stages: 1. 4. regardless of the resulting investment posture. and increased domestic and foreign competition. by sloughing off the unpromising customer groups. Decreasing the firms investment level selectively. 3. Maintaining the firms investment level until the uncertainties about the industry are resolved. Increasing the firms investment (to dominant or strengthen its competitive position) 2. Usually the stage are marked where the rates of sales growth or decline become pronounced. while simultaneously strengthening the firms investment posture within the lucrative niches of enduring customer demands. Diverting the business quickly by disposing of its assets as advantageously as possible.DECLINE STAGE: The period when sales shoe a strong downward drift and profits erode. East Point College of Higher Education 28 2008-09 . Designation where each stage begins and ends is somewhat arbitrary. 5. Sales decline for a number of reasons. All if these to overcapacity. Harvesting the firm’s investment to recover cash quickly. consumer shifts in tastes. and profit erosion. increased price cutting.MARKETING STRATEGIES OF MARUTI UDYOG Personal selling: Should the number or equality of sales people be increased? Should the basis for sales for sales-force specialization be changed? Should sales territories be revised? 4.
sizes. or new product categories). or it might recognize a latent consumer want and try to capitalize on it. Line extensions: It occurs when a company introduces additional items in a given product category under the same brand name. product category). brand extensions (existing brand names extended to new product category). The brand extensions East Point College of Higher Education 29 2008-09 . and flavors of an existing.MARKETING STRATEGIES OF MARUTI UDYOG The appropriate decline strategy is a function of the industry’s relative attractiveness and the company’s competitive strength in that industry and yet has competitive strength should consider shrinking. or package sizes. such as new flavors. forms. Brand extensions: A brand extension involves the use of a successful brand name to launch new of modification products in a category. colors. ingredients. BRAND STRATEGY: A company has 4 choices when it comes to brand strategy. It might want to consumer desires for variety. It can introduce line extension (existing brand names extended to new forms. A company might introduce line extension for any of several reasons. However if it should consider increasing or maintaining its investment level.
To select the best package. pricing and distribution. Brand Repositioning: However well a brand is initially positioned in a market. A well-regarded name helps the company enter new product categories more easily and gives a new product instant recognition and faster acceptance. or customer wants may shift. they can build on existing recognition and consumer loyalty. Multi Brands: Companies often introduce additional brands in the same category. marketers should reposition existing brands before introducing new ones. they usually test the various designs to find East Point College of Higher Education 30 2008-09 . A competitor may launch a brand positioned next to the company’s brand and cut into its marker share. Multi branding offers a way to establish different features and appeal to different buying motives. leaving the company’s brand with less demand. Companies usually consider several different package designs for a new product. Packing: Developing a good package for a new product requires marketing many decisions. The first take is to establish the packaging concept.MARKETING STRATEGIES OF MARUTI UDYOG capture greater market share and realize greater advertising efficiency than individual brands. In this way. The package must be consistent with product’s advertising. the company may have to reposition it later.
The unit cost helps easy comparison. and receives the most favorable consume response. They give helpful on the brand name. We can distinguish between pricing a product that imitated existing products and pricing and innovative. direction for the proper use of the product. But the superlatives given on the label cost nothing. weight. in easiest for dealers to handle. consumers should against deceptive labels.g. market skimming pricing and market penetration pricing. On the whole consumers to welcome informative labels. Hence. Pricing strategies: Usually changes as the product passes through its life cycle. e. Labeling system must enable consumers to determine quality and compare products. They can choose between two strategies.MARKETING STRATEGIES OF MARUTI UDYOG the one that stands up best under normal use. The introductory stage is especially challenging. ingredients where possible. misleading and defective packaging and labeling. Labeling: Labeling has social significance. etc. patent-protected product face the challenge of selling prices for the first time. measure.. name and address of producer. The printing of levels costs very little. East Point College of Higher Education 31 2008-09 . cost per 100 grams. Consumer criticism centers round charge of false. Labeling in general is not a very reliable guide to quality or an assurance of uniformity. Hence consumer’s welcome unit pricing on the label.
MARKETING STRATEGIES OF MARUTI UDYOG Market skimming Pricing:Many companies that invest new products initially set high prices to skim revenue layer by layer from the market. They a low initial price in order to penetrate the market quickly and deeply to attract a large number buyer quickly and win a large market share. Finally. and enough buyers must want the product at that they cancel the costs of producing a smaller volume cannot be so high that they cancel the advantage of charging more. competitors should not be able to enter the market and other cut the high price. The high sales volume results in falling costs allowing the company to cut its price even further. Second. Market skimming makes sense only under certain conditions. First. Several conditions favor a low price produce the more market growth. some companies use market penetration pricing. Production and distribution costs must fall as sales volume increases. Finally. East Point College of Higher Education 32 2008-09 . the low price must help keep out the competition otherwise the price advantage may be only temporary. the product’s quality and image must support its higher price. Market Penetration pricing: Rather than setting a high initial price to skim off small but profitable market segments.
There are pull and push strategies in promotion. Each kind of promotion has strengths and weakness as a communication medium. the firm looks for a set of prices that maximizes the profits on the total product mix. Products are literally pulled by buyers through the channels on the basis of mass promotional efforts. exhibit attractiveness to buyers. In a pull strategy the product is pulled through the channel by creating end user channel. The promotional strategy also depends o the channel or route through which products of the firm flow to consumers. In this case. In turn. retailers demand the highly advertised product from wholesalers. Pricing is difficult because the various because the various products have related demand and costs and face different degrees of competition. The firms have East Point College of Higher Education 33 2008-09 .MARKETING STRATEGIES OF MARUTI UDYOG Product mix pricing strategies: The strategy for setting a product’s price often has to be changed when the product is part of a product mix. PROMOTIONAL STRATEGY Strategy lays down the board principle by which a company hopes to secure an advantage over competitors. Customers force retail shops those mass promoted products. Each mode of market development and stage of the buyer’s decision-making. Pull Strategies depends upon mass communication. and lead to full exploitation of company resources.
most companies developed messages and media plans independently. Pull strategy is that promotional strategy that call for spending a lot on advertising and consumer promotion to build up consumer demand. The creative a department first created good advertisements to desired target audiences. Push strategy is s promotion strategy that calls for using the sales force and trade promotion to push the product through channels. This often caused friction between creative and media East Point College of Higher Education 34 2008-09 . Dealer margins are also lower on pull promotion. the retailers will ask the wholesalers.MARKETING STRATEGIES OF MARUTI UDYOG well known brands can exercise control over channels through pull promotion strategies. If the strategy is successful consumer will ask their retailers for the product. ADVERTISING STRATEGY Consists of two major elements creating advertising messages and advertising media. Personal salesmanship plays a secondary role in pull promotion. the wholesalers promote to retailers and the retailers promote to consumers. Media planning often was seen as secondary to the message creative process. In the past. and the wholesalers will ask the products. The producer promotes the product to wholesalers. Marketers rely on intensive distribution.
however. In the field of marketing. By convention channel of distribution included only merchant middlemen. agents and brokers. Messages and media should blend harmoniously to create an effective overall advertising campaingn. an advertisement campaign might start with a great message idea. advertising agencies. companies are realizing the benefits of planning these two important elements jointly. common carriers. or move from producers to consumers. as these would not take title to or negotiate the purchase and sale of East Point College of Higher Education 35 2008-09 . media fragmentation. warehousing companies were excluded from the channel concept. however. Facilitating agencies such as bank. a campaign might begin with a good media opportunity. In some cases. soaring media costs. channels of distribution indicate routes or pathways through which goods and services flow. followed by the choice of appropriate media. and more focused target marketing strategies have promoted the importance of the media planning function. Increasingly. DISTRIBUTION STRATEGIES Distribution means to distribute.MARKETING STRATEGIES OF MARUTI UDYOG planners. In the other cases. followed by advertisements designed to take advantage of that opportunity. Today. spread out or disseminate.
payment and financing. Ownership. ordering. manpower. capital equipment and money. marketing communications (promotion). materials.MARKETING STRATEGIES OF MARUTI UDYOG products. It is a system of flows: flows of promotion. flow of negotiation and transaction. East Point College of Higher Education 36 2008-09 . possession and promotion move forward. Under the systems approach the channel is now recognized as system involving flow of information. It is no longer merely a collection of independent business establishments.
competition outlook. market trends. East Point College of Higher Education 37 2008-09 . The most fundamental factor for channel choice and channel management is economic criteria.MARKETING STRATEGIES OF MARUTI UDYOG Channels of Distribution I Direct channels Manufacturer-Consumer(Direct Sales) II Indirect Channels Manufacturer-Retailer-Consumer Manufacturer-Wholesaler-Retailer-Consumer Manufacturer-Agent-Wholesaler-Retailer-Consumer Manufacturer-Wholesaler-Consumer Channel Choice The problem of selecting the most suitable channel of distribution for a product is complex. We have to consider a number if factors such as the nature of the product. However. Profit organization are primarily interested in cost minimized in distribution and assurance of reasonable profit margin. viz. channel decisions are not made entirely on the basis of rational economic analysis.. and cost and profit criteria.
we must have many channels. location. and typical consumer needs. sex. buying habits of consumers and dealers. if the market size is large. System approach needs package deal and shorter channel serves the purchase.MARKETING STRATEGIES OF MARUTI UDYOG pricing policies. Age. whereas in a small market direct selling may be profitable. Channels choice needs this East Point College of Higher Education 38 2008-09 . vocation. direct selling is enough but for widely scattered and diffused markets. Market means people with money and willing to purchase want satisfying goods. religion of customers will have to be studied to secure adequate information of markets segments of targets markets. retailer is essential. Buying habits of consumer and dealer will give us data on the number. For perishable goods speedy movements needs shorter channel or route of distribution. for durable and standardized goods longer and diversified channel may be necessary. Following are other critical factors: Products: If a commodity is perishable or fragile. as well as needs of the manufacturer himself. type. a producer prefers few and control levels of distribution. income group. whereas in industrial market we can eliminate retailer. Market: For consumer market. for highly concentrated markets. we have many channels.
If ultimate buyers are numerous the order frequencies is great and buyer insists on the right to choose from a wide variety of brands/goods. New companies rely heavily on middlemen due to lack of experience and ability of management. the company can favor selective or exclusive dealerships. Companies with substantial financial resources need not rely too much on the middlemen and can afford to reduce the levels of distribution. A company desiring to exercise greater East Point College of Higher Education 39 2008-09 . Middlemen: Middlemen who can provide wanted marketing services would be given first preference. The channel generating the largest sales volume at lower unit cost will be top priority. The broader the product line. or specialization. They must accept marketing policies and programs of the manufacturers and actively help then implementation. This minimizes distribution cost. we must have three or even more one dealer. Company: The company’s determines the size of the market. the selected middlemen must offer maximum co-operation particularly in promotional services. A big firm may have shorter channels. the size of its larger accounts and its ability to get middlemen’s co-operation. A weaker company has to depend on middlemen to secure financial and warehousing relief.MARKETING STRATEGIES OF MARUTI UDYOG information. If the product mix has greater depth. Of course. they must be available. the shorter will be the channel.
East Point College of Higher Education 40 2008-09 . Heavy advertising and sales promotion can motivate middlemen to handle displays and join enthusiastically in the promotion campaign and co-operate publicity. However. For instance. shorter can cheaper channel is always preferable.MARKETING STRATEGIES OF MARUTI UDYOG control over channel will prefer short channel. we have a wider choice of channel alternatives. The distribution of perishable goods evening distant markets become a reality due to cold storage facilitate in transport and warehousing. sometimes marketers deliberately avoid customary channel (dominated by rivals) and adopt different channel strategy. Technological invention also have impact on distribution. During recession or depression. Market Environment: Marketing environment can also influence the channel decision. sales (where there is no competition). Competitors: Marketers closely watch channels used by rivals. Many a time similar channel may be desirable to bring about distribution of your products also. as it will facilitate better coordination. you may by pass retail (usually used by rivals) and adopt door-to-door. communication and control. In times of prosperity.
CHAPTER 2 RESEARCH DESIGN .
Keeping this view. Bangalore STATEMENT OF PROBLEM It is very essential to know the preference or the attitudes towards the products in order to formulate a suitable marketing strategy. this project aims to study.MARKETING STRATEGIES OF MARUTI UDYOG TITLE OF STUDY “Marketing Strategies of Maruti Udyoug” Conducted at Bimal Auto Agency. what is influencing the customer to buy a particular brand. East Point College of Higher Education 41 2008-09 . The comparative study is done to know what kind of market strategy is adopted to enhance their products in the market and how are they creating awareness of their products. Also the strategy adopted by the manufacturers as to see that there product remain in the market and fetching the needs and desires of the consumers.
To indicate the distribution methods best suited to the product and Market. East Point College of Higher Education 42 2008-09 . To study the price trends and Market size. The data which is collected are from various sources is analysed in detail. income. To estimate potential buying power. at Bimal Auto Agency in Bangalore City. To adopt the promotional aids. Then conclusion are drawn from it and suitable suggestions are given. OBJECTIVES OF STUDY To determine the target group among the customers with respect to age. To seek suggestions from consumers about further improvements on the product. To know the factors affecting brand preference.MARKETING STRATEGIES OF MARUTI UDYOG SCOPE OF STUDY The study covers the comparative study of marketing strategies of Maruti Udyog. To know customers acceptance of products.
In some cases perception plays an important role in shaping the answer given by respondents but to the extent possible the questions have been framed and administered is such away as to eliminate misinterpretation. However on this study. Findings of the study are brand on the assumption that respondents have divulged correct information.MARKETING STRATEGIES OF MARUTI UDYOG LIMITATION OF THE STUDY Limitations of the study are the constraints in the time frame available. East Point College of Higher Education 43 2008-09 . In addition the scope of the study has been limited to Bangalore City only. if necessary the database can be augmented through additional Survey.
In the second phase informal interviews are conducted together with circulating a structured questionnaire. 2) To induce the respondents to co-operate and to trust that answer will be treated confidentially. magazines. 3) Give instructions on what is needed and the manner of responding. Tools of Data Collection: Primary Data: To gather primary data a structured questionnaire was drafted and later modification made to arrive at a final questionnaire. Identify what needs to be known to classify and verify the interview. Besides this secondary data is collected through library resources. East Point College of Higher Education 44 2008-09 .MARKETING STRATEGIES OF MARUTI UDYOG METHODOLOGY OF STUDY A Structured questionnaire is printed and distributed in the first phase. The data was collected with help of questionnaire. The Questionnaire was formulated with following objectives: 1) To give the respondents a clear comprehension of the questions. which was administered to customers. Scanning through the old issues of various newspapers. This is for collecting divergent viewpoints of the respondents regarding the quality aspects as well as for not restricting them within the limits of structured answers.
research instruments. CHAPTER 5:SUMMARY OF FINDINGS AND CONCLUSIONS Begins with objectives and scope of the study. finance department. limitations of the study. CHAPTER 8:BIBLIOGRAPHY East Point College of Higher Education 45 2008-09 . organization chart. prospectus of the company. data table. inference of the table. CHAPTER 3:COMPANY PROFILE Origin of the company. which had informally interviewed for the study. statement of the problem. CHAPTER 2:RESEARCH DESIGN Title of the study. scope of the study. findings summarized and project conclusion. CHAPTER 4:DATA ANALYSIS AND INTERPRETATION Title of the table. function of the firm. analysis of the table.MARKETING STRATEGIES OF MARUTI UDYOG OVERVIEW OF THE STUDY CHAPTER 1: INTRODUCTION This chapter contains about background of the industry and theoretical aspects. graphic representation. methodology of the study. CHAPTER 7:ANNEXURES This chapter includes the Questionnaire. CHAPTER 6:RECOMMENDATIONS AND SUGGESTIONS Specific reasons and recommendations to objectives of the project work. objectives of the study.
CHAPTER 3 COMPANY PROFILE .
000 to 40.Indira Gandhi.000 cars for the decade ending 1983. East Point College of Higher Education 46 2008-09 . This was from where Maruti took over. Maruti Udyog Limited created history by going into production in a record 13 months. On 14th December 1983. Through an act of parliament. Maruti collaborated with Suzuki of Japan to produce the first affordable car for the average Indian. Harpal Sing of Delhi. the Prime minister of India. released the first car by handing over the key of Maruti 800 to Mr. December 1983 herald a revolution in the Indian car industry. Maruti Udyog Limited “ is a public limited company incorporated under the Companies Act of 1956. Maruti Udyog Limited is a joint venture of Government of India and Suzuki Motor Company of Japan. Suzuki motor company was chosen from seven prospective partners worldwide. Smt.MARKETING STRATEGIES OF MARUTI UDYOG INTRODUCTION Maruti Udyog Limited (MUL) was established in February 1981. the Indian car market has stagnated at a volume of 30. A license and a joint venture agreement were signed between the government of India and Suzuki Motors on October 1982. At this time.
000 vehicles per annum.000 units in the year 1998-99. To fend off growing competition. It crossed the two million mark in 1997. fuel-efficient. low-cost vehicles. which has increased the total production capacity to over 3.00. a landmark yet to achieved by any other company in India. It has further plans to modernize the existing facilitied and to expand its capacity by 1.MARKETING STRATEGIES OF MARUTI UDYOG Maruti Udyoug limited exceeded the volume targets. sales figure for the year 1993 reached upto 1. Maruti comes in variety of models in the 800 segment. East Point College of Higher Education 47 2008-09 . India’s largest automobile company.4 billion expansion project at the current site.20.000 vehicles per year. The total production of the company will exceed 4. In march 1994 Maruti became the first Indian company to manufacture one million cars.96.00. Maruti entered the Indian car market with avowed aim to provide high quality. adapted to Indian condition and Indian car users.820. Its cars operate on Japanese technology. Maruti has recently completed Rs.
33. .MARKETING STRATEGIES OF MARUTI UDYOG Maruti Udyog Limited is holding equity in 19 Group Companies.90% 3)Maruti Countrywide Auto Financial Services Lts..J. .49% 2)Mark Auto Industries Lts.. .Impex(New Delhi) Pvt. flexible and first move Innovation and creativity Networking and partnership Openness and learning Vision of Maruti Udyog Limited To be leader in Indian automobile industry Creating customer delight and shareholder wealth East Point College of Higher Education 48 2008-09 . Some of them are: 1)J.26% Core Values Customer obsession Fast.Lts..
MARKETING STRATEGIES OF MARUTI UDYOG Objectives of Maruti Udyog Limited Modernization of Indian automobile industry. The existing cars in Indian market were not able to satisfy the customers with regards to fuel efficiency and hence. Maruti 800 was introduced. ethics and human beigns. Organisational and individual discipline. East Point College of Higher Education 49 2008-09 . Teamwork and recognition that each employee is important for the company’s growth and prosperity. Brand strength. Consumer satisfaction through quality of products and services. Production of large number of motor vehicles that was necessary for economic growth. Strengths of Maruti Udyog Limited Expertise in small car technology Extensive product portfolio. Production of fuel efficient vehicles to conserve resources. To have a long-term objectives. Quality products. To provide small cars for single families. policies and goals. Respects for laws. achieved by consisted adherence to producers and systems. Extensive sales and services network. Integrated manufacturing facility.
A technology that has fine timed the art of maximizing the minimum of providing compact car with sufficient interior spaces. 4. it goes.High value and low maintenance All Maruti cars are packed with value added features. East Point College of Higher Education 50 2008-09 . This is the expression of phenomenal engineering strength that has taken the lead in designing and entirely new category of new cars. With a growing customer’s base of over two million people. Providing with the state-of-art workshop.Reliable quality. to make the maintenance of Maruti a non-worry proposition. It is also a car company that constantly upgrades its product to suit your changing needs with changing times.Maruti cars are winning combinations of Suzuki compact car technology.MARKETING STRATEGIES OF MARUTI UDYOG Mission of Maruti Udyog Limited 1. They are engineered to give you maximum fuel efficiency and require very little maintenance.000 trained personnel. All Maruti vehicles are the products of Suzuki’s worldwide leadership in compact car technology. without saying that Maruti is synonymous with reliability. performances and durability.. worldwide.The largest Network The company has strong support base of 178 Maruti showroom and 1029 Maruti authorized service outlets across 488 cities assuring the best possible service everywhere. 2. 3. Maruti genuine parts and over 30. so we get is superior quality at a right price.
Maruti is the only Indian automobile company that can promise its customers a wide range of cars to suit a host of different lifestyles. Business World ranked us among the country’s five most respected automobile company. Hindustan Times Power Jobs proclaimed us the company with ‘the Most Innovative Human Resource Practices’. Zen and Alto) Overall sales increased by 23%. East Point College of Higher Education 51 2008-09 .MARKETING STRATEGIES OF MARUTI UDYOG 5. Business Today-AC Nielsen ORG-MARG declared us one of India’s Greenest Companies. THE MANAGEMENT TEAM The key people of Maruti Udyog Limited Chairman – Shinzo Nakanishi Managing Director-Jagadish Khattar Director Marketing & Sales-Kinji Saito MILESTONES OF 2004 Market share grew from 42% to 54% in the competitive A2 segment (with the WagonR.A range to suit every need Today. The Alto became India’s new best- selling car.
D.POWER ASIA PACIFIC 2005 India Initial Quality StudySM (IQS) Top Three Vehicles per Segment in Initial Quality (lower score reflects better quality performance) Production per 100 vehicles 0 Compact car segment Maruti Alto Maruti Zen Maruti WagonR Compact car Segment Average Entry midsize car Segment Maruti Esteem Opel Corsa/Swing FordIcon Entry middle car segment Average Mid size Car Segment Honda city Midsize Car Segment Average Hyundai Accent Maruti Baleno Premium Midsize Car segment Skoda Octavla Chevrolet Optra Premium Midsize Car Average Toyota Coralla Utility Vehicle Segment Toyota Innova Maruti Omni UtiltiyVehicle Segment Average Cehrolet Tavera 93 101 104 127 100 200 300 144 174 185 185 . J.MARKETING STRATEGIES OF MARUTI UDYOG J.D.POWER ASIA PACIFIC 2005 RATINGS.
A STAR East Point College of Higher Education 52 2008-09 .MARKETING STRATEGIES OF MARUTI UDYOG PRODUCT LINE OF MARUTI UDYOG LIMITED 1. Maruti Versa 10.Maruti 800 3. Maruti Baleno 4. Maruti Grand Vitara 11.Maruti Alto 2.ZEN ESTELO 14. Maruti WagonR 9. Maruti SX4 13. Maruti Gypsy 7. Maruti Swift 12. Maruti Zen 8. Maruti Esteem 5. Maruti Omni 6.
high mounted stop lamp. Variants available are Standard. LXi. It has safety features like collapsible steering column. side impact beams and childproof rear door locks. It ahs features like AC molded floor and trunk carpets. LX. electronic multi trip meter and is available in 7 colors.MARKETING STRATEGIES OF MARUTI UDYOG MARUTI ALTO This compact car has a 796cc petrol engine.6 meters. cabin lamp. a turning radius of 4. VX. VXi and AX East Point College of Higher Education 53 2008-09 . with dimensions of 3495(L) X 1495(W) X 1460(H) mm and weights 725kg. It has a ground clearance and wheelbase of 166mm and 2360mm respectively.
molded floor and trunk carpets and is available in 5 colors.4 meters. Euro 1 version of this model is also available. with dimensions of 3335(L) X 1440(W) X 1405(H) mm and weights 655kg. EX. It has a ground clearance and wheelbase of 170 mm and 2175mm respectively. It also comes with a factory fitted air conditioner and has additional features like sun visor. a turning radius of 4. DX. Variants available are Standard.MARKETING STRATEGIES OF MARUTI UDYOG MARUTHI 800 This compact car has a 796cc petrol engine. It has safety features like front and rear side impact beams. East Point College of Higher Education 54 2008-09 . It has an average of 15 m per litre n the city and 17 km per litre on the highway. Super Deluxe and Limited Edition.
key not removed warning buzzer. light on off reminder. with dimensions of 4225(L) X 1690(W) X 1390(H) mm weights 975 kg. body colored bumpers. It also has security features features like collapsible steering column. and VXi-BSlll. cigarette lighter. wheel caps and is available in 5 colors. central door locking system. LXi-BSlll. childproof rear door locks.MARKETING STRATEGIES OF MARUTI UDYOG MARUTHI BALENO This luxury car has a 1590cc petrol engine. East Point College of Higher Education 55 2008-09 . It also comes with a factory fitted air conditioner. digital clock. front and rear seatbelts and side impact beams.9 meters. heater and has additional features like power steering. GLX Alturas. electrically adjustable side view mirrors. power windows (front and rear). Variants available are GLX. mud flaps. it has a ground clearance and a wheelbase of 170mm and a wheelbase of 170mm and 2480mm respectively. tachometer. a turning radius of 4. LXi-BSll. VXi-BSll. high mounted stop lamp. adjustable steering wheel.
a turning radius of 4. Variants available are LX. with dimensions of 4090(L) X 1575(W) X 1395(H) mm and weights 860kg. It has average of 11km per litre in the city and 12. It also come with a factory fitted air conditioner heater and has additional features like tachometer. body colored bumpers. childproof rear door locks and side impact beams. It has security features like collapsible steering column. AX. VX Limited Edition. it has a ground clearance and wheelbase of 170mm and 2365mm respectively.5km per litre on the highway. VX. molded floor and trunk carpets and is available in 5 colors. LXi.8 meters. East Point College of Higher Education 56 2008-09 . Euro1 version of this model is also available.MARKETING STRATEGIES OF MARUTI UDYOG MARUTHI ESTEEM This mid-size car has a 1296cc petrol engine.
1m respectively. molded floor and trunk carpets and is available in 4 colors.MARKETING STRATEGIES OF MARUTI UDYOG MARUTHI OMNI This utlity car has a 796cc petrol engine. sun visor. wheelbase and turning radius of 165mm. with dimensions of 3370(L) X 1410(W) X 1630(H)mm and weights 735 kg. 1840 and 4. and STC CNG. mud flaps. XL (5 seater and 8 seater). Variants available are Standard (5seater and 8 seater). East Point College of Higher Education 57 2008-09 . It has security features like front seat belts and side impact beams. It is a 5-seater vehicle. It has features like steering lock. It has a ground clearance.
East Point College of Higher Education 58 2008-09 . side impact beams. Variants available are King ST and King HT. It has security features like front seat belt. It has features like flaps. split and folding rear seat. It has a ground clearance and wheelbase of 210mm and 2375mm respectively. moulded trunk and floor carpets and is available in 4 colors. with dimensions of 4010(L) X 1540(W) X 1875(H) mm and weights 985kg. It has a fuel tank of 40 ltr.MARKETING STRATEGIES OF MARUTI UDYOG MARUTHI GYPSY This soft-top multi utility vehicle has a 1298cc petrol engine.
wheelbase and turning radius radius of 165mm and 2335mm and 4. VX VXi. It has a ground clearance.MARKETING STRATEGIES OF MARUTI UDYOG MARUTHI ZEN This compact car has a 993cc petrol engine. AX. It also comes with security features like childproof rear door locks. LXi.5D PS. East Point College of Higher Education 59 2008-09 .5D. heater and has additional features like molded floor and trunk carpets. front and rear side impact beams and high mounted stop lamp. with dimensions of 3535(L) X 1495(W) X 1405(H)mm and weights 765kg. body color bumpers and is available in 6 colors. front and rear seat belts.9 meters respectively. Variants available are LXi. 1. 1. Euro 1 version of this model is also available. It also comes with a factory fitted air conditioner.
front and rear seat belts and childproof rear door locks. music system and has additional features like automatic gear transmission. a turning radius of 4. moulded floor and trunk carpets. It has safety features like high mounted stop lamp[. body color bumpers. AND AX Auto. with dimensions of 3495(L) X 1495(W) X 1660(H) mm and weights 840 kg. tachometer. light on or off reminder. power steering. It has a ground clearance and a wheelbase of 165mm and 2360mm respectively.MARKETING STRATEGIES OF MARUTI UDYOG MATUHI WAGONR This compact car has a 1061cc petrol engine. Variants available are LX. boot tamp. power windows (front). collapsible steering column. LXi PS. central door lacking. heater.49secs to reach from 0-60kph and has a fuel economy of 12 kpl on urban and highway. It also comes with a factory fitted air conditioner. East Point College of Higher Education 60 2008-09 . electronic multi trip meter and is available in 6 colors. wheel hub caps. It takes 6. VXi. rear windshield wiper and washer. key not removed buzzer. front and rear door pockets. side impact beams.6 meters.
1.5meters respectively. It has wheelbase and turning radius of 235mm and 4. and is available in 6 colors. East Point College of Higher Education 61 2008-09 . It also comes with factory fitted heater and has additional features like electronic multi trip meter molded floor and trunk carpets.3 SDX.3 DX2 and 1. side and front impact beams and childproof rear door and window locks.26 secs to reach from 0-60kph and has a fuel economy of 44kpl/12kpl on urban and highway. with dimensions of 3675(L) X 1475 (W) X 1905(H) mm and weights 930 Kgs. It takes 6. It has safety features like front and rear seat belts.3 DX. collapsible steering column. cabin lamp. Variants available are 1.MARKETING STRATEGIES OF MARUTI UDYOG MARUTI VERSA This utility car has a 1298cc petrol engine.
It has a ground clearance and wheelbase of 183mm and 2800mm respectively. fog lamps. tachometer. music system with cd changer and has additional features like power steering. It also comes with a factory fitted automatic air conditioner. side impact beams. washer and demister. keyless entry.MARKETING STRATEGIES OF MARUTI UDYOG MARUTI GRAND VITARA This utility car has a 2736cc petrol engine. cigarette lighter. It has security like childproof rear locks. light. leather upholstery. light on or off reminder. rear windshield wiper. heater. dual air bags. collapsible steering column. mud flaps. with dimensions of 4760(L) X 1780 (W) X 1740(H)mm and weights 1700 kgs. high mounted stop light. central door licking system. air filter. roof rails and is available in dual 7 colors. It has a sitting capacity of 7 people. 2 accessory sockets. adjustable steering wheel. rear spoiler. It has electric 4 WD(Wheel Drive). EBD front and rear seat belts. ABS. electrically adjustable outside mirrors. body color bumpers. East Point College of Higher Education 62 2008-09 .
side impact beams. body color bumpers. keyless entry. It has electric 4WD (wheel Drive). rear windshield wiper. cigarette lighter on or off reminder. East Point College of Higher Education 63 2008-09 . roof rails. leather upholstery. power steering. It also comes with a factory automatic air conditioner. It has a ground clearance and wheelbase of 183mm and 2800mm respectively. electrically adjustable outside mirrors. collapsible steering column. It has a sitting capacity of 7 people. EBD and front and rear seat belts. with dimensions of 4760(L) X 1780 (W) X 1740 (H)mm and weights 1700 KG. rear spoiler. It has security features like childproof of rear door locks. central door locking system. music system with cd changer and has additional features like power windows (front and rear). and is available in dual 7 colors.MARKETING STRATEGIES OF MARUTI UDYOG MARUTI SWIFT This utility car has a 2736cc petrol engine. adjustable steering wheel. ABS. washer and demister. heater. fog lamps. air filter. mud flaps. high mounted stop light. tachometer. 2 accessory sockets. dual air bags.
tinted glass. 2 air bogs. top. track(front) 1500mm. tachometer/tripmeter. with the dimensions of 4490(L) X 1570(H)mm and weights 1200KGS. track(back) 1495mm. electric power steering. It has a features of like fog . power steering. lamps. body coloured bumpers.MARKETING STRATEGIES OF MARUTI UDYOG MARUTI SX4 The utility car ahs a petrol. drum. fuel capacity of 50 liters and boot 505 liters. It has a ventilated disc. central/remote locking. East Point College of Higher Education 64 2008-09 . independent suspension with gas filled Mcphersonstrut and anti toll bar. semi independent torsion beam with gas filled shock absorbers. It has a electrifying features like 0-60kph. top speed of 174kph. rear defogger. power windows(front/rear). It has a seating capacity of 5 people. internal boot release. inline-4 cyclinder. rear wash pipe. It also comes with a factory fitted automatic air conditioner with climate control. rear seat belts 3 numbers. 1586cc engine. It has aground clearance and a wheelbase of 2500mm.
& ZXi. This car available variants are LXi. it has a ground clearance 170mm and wheel base of 2360mm. trip meter and is available in 7 metallic colors. with dimension of 3500mm(L)X1600(W)X1490(H) and weight 860 kg.MARKETING STRATEGIES OF MARUTI UDYOG This is a new compact car which has capacity of 998cc petrol engine. It has a features like A. Molded Floor. VXi. Power steering. It having safety feature like collapsible steering column. a turning radius of 5metre. child Lock. cabin Lamp. East Point College of Higher Education 65 2008-09 . Power Windows.C.
CHPATER 4 DATA ANALYSIS AND INTERPRETATION .
East Point College of Higher Education 66 2008-09 . 6% f respondents are less than 25.AGE GROUP OF RESPONDENTS AGE Less than 25 25-35 35-45 45-55 More than 55 TOTAL NO OF RESPONDENTS 3 8 15 17 7 50 PERCENTAGE 6 16 30 34 14 100 INTERPRETATION From the above table it is observed about the age group owning the cars. 30% between 35-45. 34% between 45-35 and 14% are above 55 years. about 16% of them are between 25-35.MARKETING STRATEGIES OF MARUTI UDYOG 1.
14% Inference: Thus it can be Inferred that majority of the respondents are at age group of 45-55 (i.MARKETING STRATEGIES OF MARUTI UDYOG No 01 AGE GROUP OF RESPONDENTS 14% 6% 16% less than 25 25-35 35-45 - 6% 16% 30% 45-55 34 % 30 % 34% more than 55 . East Point College of Higher Education 67 2008-09 .e 34%).
East Point College of Higher Education 68 2008-09 .4 Lakh More than 4 Lakh TOTAL NO OF RESPONDENTS 10 16 15 9 50 PERCENTAGE 20 32 30 18 100 INTERPRETATION It is clear from the above table that 20% of the customer’s income is less than 2 lakh.MARKETING STRATEGIES OF MARUTI UDYOG 2. about 32 % of them have income between 2 Lakh-3 Lakh 30% between 3 Lakh -4 Lakh and 18% more than 4Lakh.INCOME GROUP OF RESPONDENTS INCOME Less than 2 Lakh 2 Lakh – 3 Lakh 3 Lakh.
3 Lakh 3Lakh .INCOME GROUP RESPONDENTS 18 % 30% LESS THAN 2 LAKH 20% 2 Lakh .MARKETING STRATEGIES OF MARUTI UDYOG 2.4 Lakh More than 4 Lakh 32% Inference: Thus it can be inferred that majority of the respondents is 32% Earn monthly income more than 2-3 Lacs and above. This is an indication of higher standard of living giving rise to desire for comfortable life. East Point College of Higher Education 69 2008-09 .
MARKETING STRATEGIES OF MARUTI UDYOG 3. and Swift with 8%.BRAND PREFERENCE OF RESPONDENTS BRANDS MARUTI 800 MARUTI Zen MARUTI Omni MARUTI Alto MARUTI Baleno MARUTI WagonR MARUTI Esteem MARUTI Gypsy MARUTI Swift Total NO OF RESPONDENTS 12 6 1 5 6 4 9 2 1 50 PERCENTAGE 26 12 8 10 12 8 18 4 2 100 INTERPRETATION From the above table. WagonR. Zen and Baleno with 12%. And Alto with 10% followed by Omni. Gypsy. followed by Esteem with 18%. it is observed that 24% of the respondents own brand Maruti 800. East Point College of Higher Education 70 2008-09 . 4% and 2% respectively. 8%.
East Point College of Higher Education 71 2008-09 .MARKETING STRATEGIES OF MARUTI UDYOG BRAND PREFERENCE OF RESPONDENTS 4% 18% 2% 26% MARTUI 800 MARTUI ZEN MARUTI OMNI MARUTI ALTO 8% 12% MARUTI BALENO MARUTI WAGONR MATUTIESTEEM MARUIGYPSY 12% 10% 8% MARUTI SWIFT Inference: From the above analysis. we can conclude that most of the respondents own Maruti 800 because if its mileage. style & comfortable.
MARKETING STRATEGIES OF MARUTI UDYOG 4.PRICE OF MARUTI RATING High Reasonable Low TOTAL NO OF RESPONDENTS 10 35 5 50 PERCENTAGE 20 70 10 100
INTERPRETATION It is inferred that 20% of Respondents rate the Price of the Maruti as high, 70% of them as Reasonable, and 10% of Respondents rating price of Maruti as low.
East Point College of Higher Education
MARKETING STRATEGIES OF MARUTI UDYOG
RATING OF PRICE OF MARUTI
HIGH REASONABLE LOW
It is inferred from the above that 70% respondents rate price of Maruti as reasonable..
East Point College of Higher Education
MARKETING STRATEGIES OF MARUTI UDYOG
5.RESPONDENTS SATISFACTION WITH THE FEATURES OF BRAND
NO OF RESPONDENTS
Yes No TOTAL
38 12 50
76 24 100
From the above table it is clear that 72% of the respondents are satisfied with features of the Brand, with remaining 24% respondents are dissatisfied with Features of the Brand.
East Point College of Higher Education
East Point College of Higher Education 75 2008-09 .MARKETING STRATEGIES OF MARUTI UDYOG RESPOND SATISFIED WITH FEATURES 24 yes no 76 Inference: It is inferred that 76% of respondents are satisfied with the features of the Maruti.
that 44% of respondents are satisfied with Overall features of the Brand they own.FEATURES PREFERRED THA MOST FEATURES Size Price Styling Efficiency Overall TOTAL NO OF RESPONDENTS 4 9 9 6 22 50 PERCENTAGE 8 18 18 12 44 100 INTERPRETATION It is inferred from the above table. followed by size and Efficiency with 8% and 12% respectively.MARKETING STRATEGIES OF MARUTI UDYOG 6. whereas 18% of respondents prefer Price and styling of the Brand. East Point College of Higher Education 76 2008-09 .
East Point College of Higher Education 77 2008-09 .MARKETING STRATEGIES OF MARUTI UDYOG FEATURES PREFERRED BY THE RESPONDTS 8% 44% 18% SIZE PRICE STYLING EFFICIENCY OVERALL 18% 12% Inference: It is inferred from the above graph that 44%of respondents prefer overall features of the brand.
RATING OG SPARES CONCERNED WITH PERFORMANCE RATING AVERAGE GOOD FAIR TOTAL NO OF RESPONDENTS 20 22 8 50 PERCENTAGE 40 44 16 100 INTERPRETATION It is observed from the above table that out of 50 respondents.MARKETING STRATEGIES OF MARUTI UDYOG 7. East Point College of Higher Education 78 2008-09 .20 of them rate average for spares concerned with performance. followed by 22 of them rate Good and 8 of them as fair.
East Point College of Higher Education 79 2008-09 .MARKETING STRATEGIES OF MARUTI UDYOG RATING OFSPARECONCERENEDWITH PERFORMANCE 16% 44% AVERAGE GOOD FAIR 40% Inference: It is inferred that 44% of respondents spares as well.
followed by 28% rating costly and 8% of respondents rating cheap. East Point College of Higher Education 80 2008-09 .that most of the respondents rate the price of spares as reasonable with 64%.MARKETING STRATEGIES OF MARUTI UDYOG 8.RATING OF SPARESCONCERNED WITH PRICE RATING Costly Reasonable Cheap TOTAL NO OF RESPONDENTS 14 32 4 50 PERCENTAGE 28 64 8 100 INTERPRETATION It is inferred from the above table.
rate spares concerned with price as reasonable. East Point College of Higher Education 81 2008-09 .MARKETING STRATEGIES OF MARUTI UDYOG RATING OF SPARES CONCERNED WITH PRICE 8% 28% COSTLY REASONABLE CHEAP 64% Inference: It is inferred that 64% of respondents.
East Point College of Higher Education 82 2008-09 . where as 28% prefer to have a change in pricing policy.MARKETING STRATEGIES OF MARUTI UDYOG 9.CHANGES IN PRICING POLICY YES/NO YES NO TOTAL NO OF RESPONDENTS 14 36 50 PERCENTAGE 28 72 100 INTERPRETATION The above indicates that 72%of respondents does not require any changes in pricing policy.
East Point College of Higher Education 83 2008-09 . they do not want any further changes in pricing policy.MARKETING STRATEGIES OF MARUTI UDYOG CHANGES IN PRICING POLICY 28% YES NO 72% Inference: It is clear from the above table that present pricing policy fine.
MARKETING STRATEGIES OF MARUTI UDYOG 10. East Point College of Higher Education 84 2008-09 .TEST DRIVE YES/NO YES NO TOTAL NO OF RESPONDENTS 43 7 50 PERCENTAGE 86 14 100 INTERPRETATION From the survey conducted with 50 respondents it is identified that 43 of them agree with test drive provided to them and remaining 7 say they had not gone through with test drive.
East Point College of Higher Education 85 2008-09 .MARKETING STRATEGIES OF MARUTI UDYOG TEST DRIVE PROVIDED 14% YES NO 86% Inference: It is clear from table that most of the respondents are provided with test drive.
MARKETING STRATEGIES OF MARUTI UDYOG 11. East Point College of Higher Education 86 2008-09 .AFTER SALES SERVICE YES/NO YES NO TOTAL NO OF RESPONDENTS 48 2 50 PERCENTAGE 96 4 100 INTERPRETATION From the above table it indicates that the 96% of customers agree that they had been assured with after sales service. on the other hand 4% of them disagree.
East Point College of Higher Education 87 2008-09 .MARKETING STRATEGIES OF MARUTI UDYOG ASSURANCE OR AFTER SALES SERVICES 4% YES NO 96% Inference: It is inferred from the above table that 96% of the respondents are provided with after sales services.
MARKETING STRATEGIES OF MARUTI UDYOG 12. East Point College of Higher Education 88 2008-09 .SALES CONVINCES YOUR BUYING MOTIVE YES/NO YES NO TOTAL NO OF RESPONDENTS 26 24 50 PERCENTAGE 52 48 100 INTERPRETATION The above table indicates that out 100. 52% of them agree with statement. on the other hand 48% of them disagree with the statement.
MARKETING STRATEGIES OF MARUTI UDYOG SALES CONVINCES THE BUYING MOTIVE 48% 52% YES NO Inference: From the above table that 52% respondents buying decisions is based on the sales of the Brand. East Point College of Higher Education 89 2008-09 .
30 of them are aware of brand by means of Advertisement. out of 50 respondents. followed by friends and others with 4 and 6 respectively.MARKETING STRATEGIES OF MARUTI UDYOG 13. East Point College of Higher Education 90 2008-09 .FACTOR OF AWARENESS OF BRAND FACTOR ADVERTISEMENT FRIENDS DEALERS OTHERS TOTAL NO OF RESPONDENTS 30 4 10 6 50 PERCENTAGE 60 8 20 12 100 INTERPRETATION It is observed from the above table. 10 of them are aware by the Dealers of Maruti.
advertisements are main factor of awareness.MARKETING STRATEGIES OF MARUTI UDYOG FACTOR OF AWARENESS OF THE BRANDS 12% 20% ADVERTISEMENT FRIENDS 60% DEALERS OTHERS 8% Inference: It is inferred that from the above graph. East Point College of Higher Education 91 2008-09 .
AWARENESS OF MARUTI INSURANCE SCHEME YES/NO YES NO TOTAL NO OF RESPONDENTS 19 31 50 PERCENTAGE 38 62 100 INTERPRETATION From the above table. where as nearly 31 out of 50 are not aware of Maruti Insurance scheme. East Point College of Higher Education 92 2008-09 . it indicates that only 19 put of 50 respondents are ware of the Maruti Insurance scheme.MARKETING STRATEGIES OF MARUTI UDYOG 15.
East Point College of Higher Education 93 2008-09 .MARKETING STRATEGIES OF MARUTI UDYOG AWARE OF MARUTI INSURANCE SCHEME 38% YES NO 62% Inference: It is inferred that 62% of respondents are not aware of Maruti Insurance Scheme.
where as 7% of respondents have applied.MARKETING STRATEGIES OF MARUTI UDYOG 15. East Point College of Higher Education 94 2008-09 .APPLIED FOR MARUTI INSURANCE SCHEME YES/NO YES NO TOTAL NO OF RESPONDENTS 7 43 50 PERCENTAGE 14 86 100 INTERPRETATION It is inferred that nearly 86% of respondents have not applied for Maruti Insurance scheme.
MARKETING STRATEGIES OF MARUTI UDYOG APPLIED FOR MARUTI INSURANCE SCHEME 14% YES NO 86% Inference: It is inferred that 86% of respondents are not aware of Maruti Insurance Scheme. East Point College of Higher Education 95 2008-09 .
CHAPTER 5 SUMMARY OF FINDINGS AND CONCLUSION .
According to the study it tells only less percentage of customers are applied for insurance East Point College of Higher Education 96 2008-09 . According to the study it tells that the maruti companies products are reasonable and stylish 4. Maruti has provides finance facility for its customer which makes customer to buy there product faster 3.MARKETING STRATEGIES OF MARUTI UDYOG Summary of findings 1. Maruti companies products are more satisfied to the customers than other company products 5. According to the study it tells most of the customers are satisfied with the features provided by the company 7. According to the study it tell the marketers the style and durability is the main thing to compete in the market 2. Maruti customers are satisfied with company’s price policy 6.
majority of the customers are highly satisfied with the performance of maruti cars.MARKETING STRATEGIES OF MARUTI UDYOG CONCLUSIONS Maruti company is highly popular among the age group of 45-55 Customer are highly satisfied with its price and stylish of the vehicle Customers are highly satisfied with the technology of maruti cars The most liked attributes of this car is easy availability of spares Its revealed from the survey. East Point College of Higher Education 97 2008-09 .
CHAPTER 6 RECOMMENDATIONS AND SUGGESTIONS .
East Point College of Higher Education 98 2008-09 . 5)Its should increase the service after the sale. 4)Maruti company is not giving must importance to insurance scheme. 3)Maruti company is giving preference to the price and style company should concentrate overall features. 2)The price of car is high it is not affordable to lower class people. It has to give importance to insurance scheme.MARKETING STRATEGIES OF MARUTI UDYOG RECOMMENDATIONS OR SUGGESTIONS 1)The style and power should be increased to attract young age customer.
CHAPTER 8 BIBLIOGRAPHY East Point College of Higher Education 99 2008-09 .
MARKETING STRATEGIES OF MARUTI UDYOG BIBLIOGRAPHY 1)MARKETING MANAGEMENT 2)CONSUMERBEHAVIOUR 3)WEBSITE 4)VARIOUS HANDBOOKS ON MARUTI COMPANY Ltd : PHILIP KOLTER : SUJA.R.NAIR : WWW.MARUTI.COM
East Point College of Higher Education
MARKETING STRATEGIES OF MARUTI UDYOG
Name: Address: Age:
Less than 25( ) 25-35( ) 35-45( ) 45-55( ) more than 55( ) Gender: Male Female
1)Income per Annum? Less than 2 lakh( ) 2-3Lakhs ( ) 2 lakhs( ) more than 4Lakhs( )
2)In maruti which brand you prefer Maruti 800 Maruti Omni ( ) ( ) Maruthi Zen Maruti Alto Maruti WagonR Maruti Esteem Maruti SX 4 ( ) ( ) ( ) ( ) ( )
Maruti Baleno ( ) Maruti Gypsy Maruti Swift ( ) ( )
3)Is Maruti is affordable or not? High ( ) Reasonable ( ) Low ( )
4)Have your satisfied with the features of brand? Yes ( ) No ( )
East Point College of Higher Education
MARKETING STRATEGIES OF MARUTI UDYOG 5)Features preferred the most or brand preferred the most? Size ( ) Efficiency ( ) Price ( ) Overall ( ) Style ( ) 6)Is rating of spares concerned with preference? Average ( ) Good ( ) Fare ( ) 7)Rating of spares concerned with price? Costly ( ) Reasonable ( ) Cheap ( ) 8)Changes in pricing policy? Yes ( ) No ( ) 9)Is maruti providing test-drive to customers? Yes ( ) No ( ) 10)Sales convince your buying motive? Yes ( ) No ( ) 11)Which media influenced the most to buy the maruti brand? Advertisement ( ) Dealers ( ) Friends ( ) Others( ) T.V ( ) 12)Do you Aware about of maruti insurance scheme? Yes ( ) No ( ) 13)Do you applied for maruti insurance scheme? Yes ( ) No ( ) East Point College of Higher Education 102 2008-09 .
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