PROJECT REPORT

On

MARKETING

STRATEGIES OF

MARUTI SUZUKI

Submitted in the Partial Fulfillment for the Requirement of

Post Graduate Diploma in Management
(PGDM)

UNDER THE GUIDANCE OF:

SUBMITTED BY:

Mrs RUCHI SINGHAL

SAURAV BHANDARI

Assisstant Professor

PGDM-VII (B)

JIMS,Kalkaji

108

Jagannath International Management School Kalkaji, New Delhi

DECLARATION

I, hereby declare that the research project report titled Marketing Strategies
of Maruti Suzuki is my own original research work and this report has not
been submitted to any University/Institute for the award of any professional
degree or diploma.

Saurav Bhandari

Date:
Place:

ACKNOWLEDGEMENTS

I express my sincere gratitude to Mr. DEEPAK GIRDHAR ( Accounts Manager,

Mordern Automobiles) for providing me an opportunity to work on this project.
I am very grateful for their constant support and guidance throughout the
duration of the entire project. I express my sincere thanks to my mentor MRS
RUCHI SINGHAL for their guidance and support.

Lastly, I thank my parents, family members and friends for their constant
support in my endeavor.

Saurav Bhandari

EXECUTIVE SUMMARY

In todays competitive era the word Strategy is very crucial for all business
organizations. Presently organizations started realizing that customer centric and
aggressive marketing strategies plays vital role to become successful leader.
Though globalization has opened the doors of opportunities for all, the market is
still crowded with some unknown risks and lot of competition. Because of this
competition, a marketing strategy must aim at being unique, differentialcreating and advantage-creating. To obtain unique and differential advantage, an
organization has to be creative in its marketing strategy. Today due to
innovative marketing strategies Maruti Suzuki has become the leading & largest
seller of automobiles in India. Company has adopted various Brand positioning,
Advertising, Distribution strategies to capture the market. Marutis few unique
promotional strategies include Teacher Plus Scheme, 2599 scheme, Change
your life campaign. The objective of this paper is to focus on various marketing
strategies of Maruti Suzuki India Ltd.

Keywords- Strategy, Brand Position, Marketing, Promotion, Distribution

TABLE OF CONTENTS

S. No.
1.
1.1
1.2
1.3
1.4
2.
2.1
2.2
2.3
3.
3.1
3.2
3.3
3.4
3.5
4
5
6.

CHAPTERS
INTRODUCTION
Historical evolution
Growth rate
Players in industry
Key challenges
COMPANY PROFILE
History
Products
Organization structure
RESEARCH METHODOLOGY
Literature review
Need of the study
Objectives of the study
Research Design
Limitations of the study
DATA ANALYSIS AND INTERPRETATION
FINDINGS AND CONCLUSION
RECOMMENDATIONS

6.1

Bibliography

6.2

Questionnaire

Page No.
7-13

14-28

29-38

39-55
56-59
60-66