SALES PROMOTION IN MARUTI

JAMKASH VEHICLEADES
Jamkash vehicleades and highland are the two major dealership organizations of maruti in Jammu & Kashmir. it’s an authorized service station of Maruti. It was around 22 years back when it started it’s journey at B.C.Road. It is a large group with six Maruti authorize dealerships and seven dealer workshops and extension counters over J&K, Punjab and H.P. jamkash is located 11 kms away from the city in Jammu. The various locations are as under:
1. Pathankot vehicleades (p) ltd.pathankot (Punjab). 2. J&k vehicleades (p) ltd., udhampur (j&k). 3. Jamkash vehicleades (p) ltd., Srinagar with its dealer’s workshop at

baramulla.
4. Jamkash vehicleades (p) ltd., Srinagar with its dealer’s workshop at

B.C. road Jammu and channi himat.
5. Kangra vehicleades at nagrota bhawan (H.P). 6. AAA vehicleades, New Delhi. 7. Extension counters: Rajouri/ Poonch, R.S.pura (j&k) Betala, Fethe garh

churian, Gurdaspur (Punjab), Chamba (H.P). 8. Maruti Driving School, Jammu & one is coming up in Srinagar. All the dealer workshops are equipped with the most modern machines and best possible customer care facilities.

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AWARDS
Jamkash has proved its excellence by winning so many awards. Following are the awards won by jamkash vehicleades:
• • • •

Best Performance schemes. Excellence in spare parts highest MGA off take per vehicle (>6000). Best Market share top city category-C. Excellence in Service Lowest Customer complaints/10000 serviced & lowest resolution time.

• • • • • • • • •

Best all round performance. Best performance in W/R sales. Best Exchange Performance. Best service marketing works managers meet (North 2). Outstanding performance in institutional sales. Dealer spares off take 4 crores-6 crores. (Top 2 growth dealers). All model sales award winner D category. Most consistent efforts in rural marketing. All India winners. All India best HR practices winner category B.

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• • • • • • •

Best market share award top category C. Star award for service & repair. Highest MGA off take per vehicle. Best W/R & Sales performance. Best government sales. Highest MGA off take per vehicle (>3000vehicles). Mr.G.S.Bawa Mgr. Sales has won the “best Sales Manager Award”2007-08 N-II&HAS BEEN PROMOTED TO AGM Sales.

• •

All India winners in most consistent efforts in rural marketing. Recently won 8 awards by Maruti Suzuki India ltd. In a dealer’s conference held at Bancock.

Apart from the awards the administration is also contributing a lot in company’s excellence. The Managing Director is Mrs.GUNJAN RANA who is taking care of jamkash as well as Take one, which is a media network& the General Manager is Col. RATTAN SINGH (Retd.), who is taking care of entire business in Jammu region.

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INTRODUCTION
OVERVIEW OF AUTOMOBILE INDUSTRY Car manufacturing in India first began in late 1940s. Earlier a couple of cars made by foreign technology were manufactured in India. But now, cars made my Indian car manufacturers dominate the business. The future of car manufacturing in India is bright. Sensing this, foreign car manufacturers like Ford, Toyota, Hyundai, Suzuki, Honda and Skoda are spreading their base in the country. Domestic car manufacturers have also contributed to the growth of the automobile industry in India. Indian automobile industry has grown leaps and bounds since 1898, a time when a car had touched the Indian streets for the first time. At present it holds a promising tenth position in the entire world with being # 2 in two wheelers and # 4 in commercial vehicles. Withstanding a growth rate of 18% per annum and an annual production of more than 2 million units, it may not be an exaggeration to say that this industry in the coming years will soon touch a figure of 10 million units per year. REASONS OF GROWTH Economic liberalization, increase in per capita income, various tax relief policies, easy accessibility of finance, launch of new models and exciting

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discount offers made by dealers all together have resulted in to a stupendous growth of India automobile industry.

MARKET SHARE Automobile industry of India can be broadly classified under passenger vehicles, commercial vehicles, three wheelers and two wheelers, with two wheelers having a maximum market share of more than 75%. Automobile companies of India, Korea, Europe and Japan have a significant hold on the Indian market share. Tata Motors produces maximum numbers of mid and large size commercial vehicles, holding more that 60% of the market share. Motorcycles tops the charts of two wheelers with Hero Honda being the key player. Bajaj by far is the number one manufacturer of three wheelers in India. Passenger vehicle section is majorly ruled by the car manufacturers capturing over 82% of the total market share. Maruti since long has been the biggest car manufacturer and holds more that 50% of the entire market. Global recession has impacted, the Indian automobile industry also and can be seen clearly in the sales figures of the last financial year. Even then this industry has high hopes in 2009-2010, as banks have reduced loan interest rates and the major chunk of automobile customers belong to the middle income group who are becoming economically stronger with every passing day.

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THE POPULAR CAR MANUFACTURERS IN INDIA ARE: Fiat India Private Ltd: The Fiat India that belongs to the Fiat Auto Spa group of Italy gives world-class cars to the country. This group has entered the motor vehicle sector more than one hundred years ago and has earned fame not only in India, but also abroad. Besides 'Uno', which is Europe's favorite car for the last two decades, the brands like Palio, Petra and Adventure have also become famous. Ford India Private Ltd: It was originally an American company. It entered the Indian market in the year 1988 and launched Ford Escort. The Ford Ikon launched in 2001 was a successful car in India. Other brands of Ford like Ford Fusion, Ford Fiesta, Ford Mondeo and Ford Endeavour also gained popularity in India. General Motors India: This global leader entered the Indian market as a joint venture with the C.K. now it is a fully owned subsidiary of the Birla Group. This group has also introduced cars like Chevrolet Optra and Chevrolet Tavera (MUV) in India. Hindustan Motors: This flagship company of the C.K. Birla Group was established by Mr. B.M. Birla. Some of the most popular brands of this car manufacturer are Ambassador, Contessa and Mitsubishi Lancer. Other remarkable brands of this company are Trekker, Porter and Pushpak. Hyundai Motors: Hyundai Motor India Limited (HMIL) is not only the second largest car manufacturer in India, but is also the fastest growing among the car manufacturers in India. The popularity of Santro, Getz,

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Accent, Elantra, Sonata Embera and Tuscon is proof of its success. The company is an ISO 14001.

Maruti Suzuki India Ltd.: This is the first automobile company in the world to have an ISO 9000:2000 certificate. It has a joint venture with Suzuki Motor Corporation. The popular models of this group are Alto, Baleno, Swift, Wagon-R and Zen. Tata Motors Limited: It is India's largest automobile company, the largest commercial vehicle manufacturer, the second largest passenger car manufacturer in India and the fifth largest medium and heavy commercial vehicle manufacturer in the world. The popular brands of the company are Tata Indica, Tata Indigo, Tata Sumo one lakh rupees. Toyota Kirloskar Motor Ltd: With a joint venture with Toyota Motor Corporation Japan, the Kirloskar Group of India holds 89% equity of the company. The most popular brands of this group in India are Camry, Corolla, Prado and Innova and Tata Safari. Tata Nano: Recently Tata Motor launch India cheapest car Tata Nano in

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MARUTI SUZUKI

Maruti Suzuki India Limited is a publicly listed automaker in India. It is a leading four-wheeler automobile manufacturer in South Asia. Suzuki Motor Corporation of Japan holds a majority stake in the company. It was the first company in India to mass-produce and sell more than a million cars. It is largely credited for having brought in an automobile revolution to India. It is the market leader in India and on 17 September 2007, Maruti Udyog was renamed Maruti Suzuki India Limited.

PROFILE

Maruti Suzuki plant in Gurgaon Maruti Suzuki is one of India's leading automobile manufacturers and the market leader in the car segment, both in terms of volume of vehicles sold and revenue earned. Until recently, 18.28% of the company was owned by the Indian government, and 54.2% by Suzuki of Japan. The Indian government held an initial public offering of 25% of the company in June 2003. As of May

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10, 2007, Govt. of India sold its complete share to Indian financial institutions. With this, Govt. of India no longer has stake in Maruti Udyog. Maruti Udyog Limited (MUL) was established in February 1981, though the actual production commenced in 1983 with the Maruti 800, based on the Suzuki Alto kei car which at the time was the only modern car available in India, its' only competitors- the Hindustan Ambassador and Premier Padmini were both around 25 years out of date at that point. Through 2004, Maruti has produced over 5 Million vehicles. Maruti’s are sold in India and various several other countries, depending upon export orders. Cars similar to Marutis (but not manufactured by Maruti Udyog) are sold by Suzuki and manufactured in Pakistan and other South Asian countries. The company annually exports more than 50,000 cars and has an extremely large domestic market in India selling over 730,000 cars annually. Maruti 800, till 2004, was the India's largest selling compact car ever since it was launched in 1983. More than a million units of this car have been sold worldwide so far. Currently, Maruti Alto tops the sales charts and Maruti Swift is the largest selling in A2 segment. Due to the large number of Maruti 800s sold in the Indian market, the term "Maruti" is commonly used to refer to this compact car model. Till recently the term "Maruti", in popular Indian culture, was associated to the Maruti 800 model. Maruti Suzuki India Limited, a subsidiary of Suzuki Motor Corporation of Japan, has been the leader of the Indian car market for over two decades.

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It’s manufacturing facilities are located at two facilities Gurgaon and Manesar south of New Delhi. Maruti’s Gurgaon facility has an installed capacity of 350,000 units per annum. The Manesar facilities, launched in February 2007 comprise a vehicle assembly plant with a capacity of 100,000 units per year and a Diesel Engine plant with an annual capacity of 100,000 engines and transmissions. Manesar and Gurgaon facilities have a combined capability to produce over 700,000 units annually. More than half the cars sold in India are Maruti cars. The company is a subsidiary of Suzuki Motor Corporation, Japan, which owns 54.2 per cent of Maruti. The rest is owned by the public and financial institutions. It is listed on the Bombay Stock Exchange and National Stock Exchange in India. During 2007-08, Maruti Suzuki sold 764,842 cars, of which 53,024 were exported. In all, over six million Maruti cars are on Indian roads since the first car was rolled out on December 14, 1983. Maruti Suzuki offers 13 models, Maruti 800, Omni, Alto, Versa, Ritz, Gypsy, A Star, Wagon R, Zen Estilo, Ritz, Swift, Swift Dzire, SX4, Grand Vitara. Swift, Swift dzire, A star and SX4 are maufactured in Manesar, Grand Vitara imported from Japan as a completely built unit (CBU), remaining all models are manufactured in Maruti Suzuki's Gurgaon Plant. Suzuki Motor Corporation, the parent company, is a global leader in mini and compact cars for three decades. Suzuki’s technical superiority lies in its ability to pack power and performance into a compact, lightweight engine that is clean and fuel efficient.

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Maruti is clearly an “employer of choice” for automotive engineers and young managers from across the country. Nearly 75,000 people are employed directly by Maruti and its partners.

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vision

vision

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The leader in Automobile industry, Creating Customers delight and Shareholders wealth, ‘a pride of India’.

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SWOT Analysis STRENGTHS
1. Bigger name in the market.
2. Established distribution & after sales network.

3. Understanding of the Indian market.
4. Ability to design product with differentiating features.

5. Brand Image. 6. Experience & Knowledge how in technology. 7. Trust of People.
8. Maruti Udyog Ltd. is the market leader for more than decade.

9. Has a great dealership chain in the market. 10.Better after sales service. 11.Low maintenance cost of vehicle.

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WEAKNESSES
1. Lack of experience in foreign market. 2. Comparatively new to diesel cars. 3. People resistant to upper segment models.
4. Heavy import tariff on fully built imported models.

5. Exports are not that good
6. Lesser diesel models in the market compare to others.

7. Global image is not that big.

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OPPURTUNITIES
1. Increased purchasing power of Indian middle class family.

2. Government subsidies. 3. Tax Benefits.
4. Prospective buyers from two – wheeler segment. 5. Great opportunities to go global with success of Swift and SX4 allover. 6. Introduction of more diesel models. The diesel car segment is growing. 7. Opportunity to grow bigger by entering into bigger car markets. 8. Already a market leader so great opportunity to be the king of market

in every stage of industry.

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THREATS

1.Foreign companies entering market; so a bigger threat from MNCs.

2.Competition from second hand cars & TATA Nano.

3.Threats from Chinese manufactures.

4.To the market share, as many big names are coming in the industry

5.There is hardly any diesel models

6. Rs. 1 lakh – Rs. 1.5 lakh car

Factors that influence the consumer’s buying decision for the product
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i. Social • Culture • Subculture • Social Class • Reference group • Family • Roles and statuses

ii. Personal • Age and life-cycle stage • Occupation

Economic circumstances

• Lifestyle • Personality and selfconcept

iii. Psychological • Motivation • Perception • Learning • Beliefs and attitudes

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Business Environment Factors
Political Factors:1. Government continuously slashing tax rates. 2. Government has launched automotive mission plan (AMP). 3. Automatic approval for FDI in automobile sector.

Economic Factors:1. Stable economic policies. 2. Easy availability of finance. 3. Economics incentives by local state Government. 4. Lower duties & taxes. 5. Huge domestic demand.

Social Factors:1. Lucrative market in rural India. 2. Rapid urbanization and income levels. 3. Skilled labour costs amongst the lowest in world.

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1. Four Lakhs pass out every year. 2. Credible local suppliers of high quality components. 3. India emerging as an automobile hub for automobile manufacturing & research.

Ecological Factors:1.

India automotive regulations are closely aligned to world standards on

emission & safety.
2.

Proximity to major export market.

Legal Factors:1. Weighted tax deduction up to 150% on in house R & D activities. 2. Relatively High import Duties

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CURRENT STRATEGIES BY MARUTI

 Pricing strategy - catering to all segments

 Offering one stop shop to customers

 Repositioning of Maruti products

 Customer Centric Approach

 Committed to motorizing India

 Realisation of importance of vehicle maintenance services market

 Playing on cost leadership

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Basis of Segmentation

Targeting :- Selective Specialization Urban Semi – Urban Rural

A1 A2 A3 SUV C- Class Yes Yes Yes Yes

Yes Yes Yes

Yes Yes

Yes

Market Product

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Targeting :- on the basis of income Group

Income Group Product A1 A2 A3 SUV C- Class

RS. 2- 3 lacs. /annum Yes

RS. 3-5 lacs. /annum

RS. 5 - > 5 lacs. /annum

Yes

Yes Yes Yes

Yes

Yes

Yes

Positioning

Product

Target Customers

Benefits

Value Proposition

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A1

A consumer who wants Durability and car. Performance

A car which gives Durability in low cost. A spacious small car without extra cost.

A2

A consumer who wants Spaciousness . Small & spacious car.

A3

A consumer who wants Design, Style and A car design with style and more comfort car Luxury. luxury.

SUV

Lifestyle Oriented consumers.

Rigidness, LuxuryA Vehicle that provides the and Comfort . luxury and Comfort of a car.

C-Class

A consumer who wants More spacious car for commercial use car.

A big car with reasonable price

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Generic Strategies
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• Overall cost leadership • Low-cost-position relative to a firm’s peers • Manage relationships throughout the entire value chain • • Differentiation • Create products and/or services that are unique and valued • Non-price attributes for which customers will pay a premium • • Focus strategy • Narrow product lines, buyer segments, or targeted geographic markets • Attain advantages either through differentiation or cost leadership

4Ps

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 Product  Price  Place  Promotion

EXISTING PRODUCT STRATEGY  Portfolio of 12 products  Five product lines Products A1 A2 A3 SUV C - Class 800 Alto, Zen ,Wagon –R, Swift, A-star D ZiRE, Sx4 Vitara, Gypsy Product Line

 Core Product, Formal Product, Augmented Product & Future Product

PRODUCT STRATEGY
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Suggested product strategy

 More fuel efficient cars.
 Alter Net fuel cars.

 Eco friendly cars.  More focus on A1, A2 & A3.

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More focus on A1, A2 & A3.

Existing Price strategy
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Pricing Objective :- Market share &Cost Leadership   Pricing Method :- Markup Pricing (cost plus pricing )   Pricing strategy :- Economical Pricing

Suggested price strategy

 Continue Economic pricing strategy as it will help to achieve goal of become cost leader.

 Expansion of manufacturing facility to achieve economies of scale.

Existing Place strategy
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 600 New car sales outlets covering 393 cities.

 265 ‘Maruti True Value’ outlets spread across 166 cities.

2628 Maruti Authorized Service Stations, covering 1220 cities.

 Tie up with Adani group for exporting 200,000 units through Mnudra port Gujarat

Suggested Place strategy

 400 new car sales outlets in next three years.

 150 new true value shops in next three years.

 1200 new Maruti Authorized Service Stations in next three years.

 Tie up with other distributors for Exports.

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Existing promotion strategy
Advertising TV Ads Print Ads Radio Ads

Advertising Strategy  Persuasion Advertising “Ghar Aa Gaya Hindustan” “India Comes Home in Maruti Suzuki.”  Information Advertising  Alternative Advertising Options  BTL - Sponsorships  TV shows - India’s Got talent  Place Advertising – Bill boards • Sales Promotions  Product warranties  Premiums (gifts)  Trade shows

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Suggested Promotion Strategy
• Continue with existing Advertising strategy. • Look for Alternative Advertising Options. • BTL • Information Advertising,

alternative Advertising Options

• TV shows - India’s Got talent • Place Advertising – Bill boards • Sales Promotions • Product warranties • Premiums (gifts) • Trade shows

2,628The number of workshops that provide customers with maintenance support in 1220 cities.

Sales promotion in maruti Suzuki
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Sales promotion  According to American Marketing Association, sales promotion refers to “those activities other than personal selling, advertising & publicity, that stimulate consumer purchasing & dealer effectiveness, such as display shows & exhibitions and various other non-recurrent selling effort not in ordinary routine.”

Sales promotions targeted at the customer are consumer sales promotion & sales promotion targeted at retailers & wholesale are trade sales promotion.

SALES PROMOTION OBJECTIVES  To increase the sales & encourage the present consumers to use more frequently.  To help stablise a fluctuating sales trend.  To attract new customers by means of  To build buying habit.  To motivate & attract the salesforce and get their cooperation.  To improve manufacturer-dealer relationship.
 To help the new product enter into existing and new market.

incentive campaigns etc.

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IMPORTANCE OF SALES PROMOTION  Spread Information.  Stimulate Demand.  Increase customer satisfaction.  Creates Product Identity. SALES PROMOTION METHODS SALES PROMOTION METHODS 1. Price-off Offers Offering product at lower To encourage immediate sales, than the normal price. 2. Premium Offer of an article of merchandise as an incentive in order to sell product/service. 3. Coupons When the consumer is entitled to redeem a specific standard certificate for a product/article free or in part payment. To encourage product trail, build loyalty, trade-up regular users, stimulate re-purchase rate. attract non-users, etc. To encourage purchase, stimulate loyalty, off-season sales promotion. MEANING OBJECTIVES

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SALES PROMOTION METHOD 4. Discounts

MEANING

OBJECTIVES

Other than normal trade & cash discount.

To push more sales to trade, early cash recovery.

5. Dealer Sales Contests

Where participating dealers are To increase sales, buy dealer’s loyalty, invited to compete in terms of the sales performance motivate dealer’s staff to sell more.

6. Trading stamps

They are a kind of discount coupons offered to consumers linked with quantum of their purchase.

To encourage consumer loyalty to certain retail stores.

7. Consumer contests &

Where individuals are

To create brand awareness

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lucky draws

invited to compete on the basis of creative skills. The or luck factor.

& stimulate interest in the brand usage & benefits, of the company To attract traffic at retail store, remind customers, ensure additional visibility to the advertising campaign. To improve dealer relations, make impact on consumer scheme/contest offered.

latter is based on the chance promote advertising theme

8. Point-of-Purchase

Those special displays, racks, banners, exhibits, that are placed in the retail store to support the sale of a brand.

9. Dealer gifts

Offer of useful articles & attractive gifts to dealers for his personal, family or office use.

10. Refund Offers

Offer of a refund of money to To include trail from primary consumer for mailing in a proof-of-purchase of a particular product. users, motivate several product purchases, obtain displays at the retailers etc.

Sales Promotion method used at Jamkash, Jammu
 Cold calling  Bank visit

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 Road shows  Events  Mega events  Advertisements

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SNAP SHOTS

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Research Methodology
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SALES PROMOTION IN MARUTI Research methodology is away to systematically solve research problem. In it we study the various step that are generally adopted by researcher in studying his research problem along with logic behind them. It is necessary for a researcher to know not only the research method/techniques but also the methodology. It may be noted, in the context of planning & development that the significance of research lines in its quality and not in quantity. Researcher should know how to apply particular research techniques, but they also need to know which of these methods or techniques, are relevant and which are not, and what would they mean and indicate and why?

Meaning of Research
“Research is common parlance refers to a search for knowledge. In fact research is an act of scientific investigation.” To decide objective of the study

To decide research design & application To decide source of data collection To decide from of data collection To organize & collect data

To process & analyze report

To prepare the research report

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1.To decide objective of the Study:This step is also research problem. problem definition is the most critical part of the research process. research problem definition involves specifying the information needed by management. The main objective of the study are:  To study the awareness of Maruti Suzuki & AGR automobiles in Varanasi.  To find out the level of customer satisfaction with the offers, discount and services offered by Maruti Suzuki & AGR automobiles.

2. To decide research design & application:Research design involves defining the research problem, determining how to collect the data and from whom, establishing the way the data will be analyzed estimating costs and the preparation of the research approach. For this study, descriptive research was selected. 3. To decide Source of data there are two source of data  Primary Data  Secondary Data Primary data:Primary data is the original data collected specifically for the problem. Reason for selecting primary data:In terms of primary data a questionnaire has been used to interview desire sample units that give accurate and up to data information as well better to research problem. Research approaches: - Primary data can be collected in five main ways: through Observation, focus groups, surveys, behavioral data, and experiments. Research instruments:- Marketing researchers have a choice of three main research Instruments in collecting primary data:  Questionnaires: - A questionnaire consists of questions presented to respondents for their answers. Because of its flexibility, the questionnaire is by far the most common Instrument used to collect primary data. Questions can be open-ended or closedEnded. M.B.S Business School Page 48

SALES PROMOTION IN MARUTI  Qualitative measures: - Some marketers prefer more qualitative methods for gauging consumer opinion because consumer actions do not always match their answers to survey questions. Qualitative research techniques are relatively unstructured measurement approaches that permit a range of possible responses, and they are a creative means of ascertaining consumer perceptions that may otherWise be difficult to uncover.  Mechanical devices: -Mechanical devices are occasionally used in marketing research .Mechanical devices like galvanometers measure the respondent’s interest or emotions aroused by exposure to a specific ad or picture.

Secondary data:Data potentially useful in solving a current problem but that were collected for a different purpose. Reason for selecting secondary data:Secondary data can be gathered quickly and inexpensively, compared to primary data, it is clear useful to study analyzing the recent development in the telecom industry. Contact methods:- Once the sampling plan has been determined, the marketing researcher must decide how the subject should be contact:  Mail questionnaire: - The mail questionnaire is the best way to reach people who would not give personal interviews or whose responses might be biased or distorted by the interviewers. Mail questionnaires require simple and clearly worded questions.  Telephone interview: - Telephone interviewing is the best method for gathering information quickly; the interviewer is also able to clarify questions if respondents do not understand them. The response rate is typically higher than in the case of mailed questionnaires.  Personal interview: - Personal interviewing is the most versatile method. The interviewer can ask more questions and record additional observations about the M.B.S Business School Page 49

SALES PROMOTION IN MARUTI respondent, such as dress and body language. Personal interviewing takes two forms. In arranged interviews, respondents are contacted for an appointment, and often a small payment or incentive is offered. Intercept interviews involve stopping people at a shopping mall or busy street corner and requesting an interview.  Online interviews: - There is increased use of online methods. There are so many ways to use the Net to do research. In this method, researcher can include a questionnaire on its Web site and offer a people to answer the questionnaire. 4.To decide from of data collection:For this project survey method was selected which was carried through person interview. Because information from different customers was required.

5. To organize & collect data:Once the researcher has formulated and development a research design including questionnaire second thing he has to decide whether he has to collect the information. From all the targeted customers. There can be two types of survey are possible.  Sample Survey  Census Survey “For this project sample Survey war chosen”

Characteristics of the sample survey are: It is cheaper than census survey  It requires less time  It is economical  More detail information can be collected Deciding the sample plan requires following decisions Sample unit “Who is to be surveyed” M.B.S Business School Page 50

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Sample
Sample is the true representation of the population by studying of the sample we can predict the behavior of the population. Sample Size: 100 (in this case) Method of Sampling:In this project, the survey was done within the market that means probabilistic convenience Sampling was carried out.

6. To process & analyze data:After the data was collected it was tabulated, analyzed and interpreted to the conclusion reach. Techniques Applied  Bar Chart:- A chart in which the length of the bar represents the amount of the item associated with the bar.  Pie Chart:- A circle divided in to sections, such that each section represent the percentage of the total area of a circle associates with one variable.

Types of Research
Along with this there may be 3 type of research methodology these are :Exploratory Research Descriptive Research Casual Research “Our research is based on the exploratory research.”

Exploratory Research
“The objective of this research is to gather preliminary information that will help us to define the problem and to suggest any hypothesis.”Which means first we have to define the problem and research objective? Then we have to develop the research plan for collecting information. Now after collection data we have to interpret those data for any suggestion, M.B.S Business School Page 51

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Questionnaire
Being an esteem customer of Maruti Udyog Limited you are requested to take out a few minutes and fill the following questionnaire. Q.1) How long have you been associated with Maruti? Q.2.)How would you rate Maruti on the following parameter Strongly Disagree Neither Disagree agree Nor disagre e Knowledgeable sales person Employees spent enough time with you: before sales During sales After sales Display of merchandise is attractive Availability of the product Variety/selection of merchandise Vehicle in good condition Prices are affordable Attractive discounts offered Décor of the waiting area is pleasing Offered a test drive Post sales follow ups are done regularly agree Strongly agree

M.B.S Business School

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SALES PROMOTION IN MARUTI

Q.3)Are you aware of the following facilities provided by maruti Yes Maruti insurance Extended warranty True value Maruti finance Genuine accessories Q.4) What is your overall opinion about Maruti? Very Bad 1 Bad 2 Neither Bad Nor Good 3 Good 4 Very Good 5 No

Date

Sign

M.B.S Business School

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SALES PROMOTION IN MARUTI

Q.1) How long have you been associated with Maruti?

Less Knowledgeable person 1year sales 33

1 to than years 24

3 3 to 5 5 to 10 10 and years years above 21 9 3

M.B.S Business School

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SALES PROMOTION IN MARUTI

Knowledge
0% 0% 0%
Strongly Disagree Neither disagree agree Nor disagre e sales 0 0 0 agree

14%

Strongly agree

Knowledgeable person

84

14

86% people agreed that the sales persons are knowledgeable and 14% strongly disagreed that the sales persons are knowledgeable.

M.B.S Business School

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SALES PROMOTION IN MARUTI

Does employ time with y
Strongly Disagree Neither disagree agree Nor disagre 34% e Employees spent enough time 0 0 0 with you: before sales agree Strongly agree

0% 4%

64

36

64% people agreed that the sales persons spent enough time with them before the sales and 36% strongly agreed with this.

M.B.S Business School

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SALES PROMOTION IN MARUTI

Does employ time with y
0% 4%
Strongly Disagree Neither disagree agree 34% Nor disagre e Employees spent enough time 0 4 0 with you: during sales agree Strongly agree

62

34

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SALES PROMOTION IN MARUTI

Does employ time with
0%
Strongly Disagree Neither 24% disagree agree Nor disagre e Employees spent enough time 0 22 0 with you: after sales agree Strongly agree

54

24

54%

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SALES PROMOTION IN MARUTI

D p yof is la

00 % %

Strongly Disagree Neither disagree agree Nor disagre e
Display of Merchandize

agree

Strongly agree

6 %

0

0

0

94

6

94% agreed that the display of merchandize was attractive and 6% strongly agreed that the display of merchandize was attractive.

M.B.S Business School

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SALES PROMOTION IN MARUTI

Availability

Strongly Disagree Neither disagree agree Nor disagre e
Availability of the Product

agree

Strongly agree

0% 5% 4%

0

4

0

91

5

91% agreed that the availability of the product was there, 5% strongly agreed that the availability was there while only 4% said they disagreed with this.

91%

M.B.S Business School

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SALES PROMOTION IN MARUTI

Variety

0% 7%
Strongly Disagree Neither disagree agree Nor disagre e
Variety/Selection of Merchandize

6

agree

Strongly agree

0

6

0

87

7

87% agreed that there was variety/selection of merchandize whereas 7% strongly agreed that enough variety was there and 6% disagreed with this.

87%

M.B.S Business School

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SALES PROMOTION IN MARUTI

Vehicle in Go

0%
Strongly Disagree Neither 16% agree disagree agree Nor disagre e
Vehicle in Good Condition

0% 2%

Strongly agree

0

2

0

82

16

82% agreed that the vehicle was in good condition when delivered ,16% strongly agreed with this whereas only 2% disagreed with this.

M.B.S Business School

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SALES PROMOTION IN MARUTI

Are prices of Mar afford
0%
Strongly Disagree Neither disagree agree Nor disagre e
Prices Are Affordable

12%
agree Strongly agree

52%

0

12

15

21

52

64% strongly agreed that the prices are affordable , 21% agreed that the prices are affordable whereas only 15% said that they neither disagreed nor agreed with this.

M.B.S Business School

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SALES PROMOTION IN MARUTI

Does Maruti disco
Strongly Disagree Neither disagree agree Nor 27%disagre e
Attractive Discounts Offered

agree

Strongly 0% agree

0

26

0

47

27

55% agreed that the discounts offered are attractive , 34% strongly agreed with this while 11% disagreed and said that the discounts offered were not attractive.

47%

M.B.S Business School

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SALES PROMOTION IN MARUTI

Is décor of the plea
0%
Strongly Disagree Neither disagree agree 20% Nor disagre e
Décor Of The Waiting Area Is Pleasing

agree

Strongly agree

0% 0%

0

0

0

80

20

80%agreed that the décor of the waiting area was pleasing while 20% strongly agreed that the décor of the waiting area was pleasing

M.B.S Business School

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SALES PROMOTION IN MARUTI

Do Maruti offe time
0% 6%
Strongly Disagree Neither disagree agree Nor disagre e
Offered A Test Drive

agree

Strongly agree

0

20

0

74

6

74%agreed that the test drive was offered to them ,6% strongly agreed that the test drive was offered while 20% disagreed with this.

74%

M.B.S Business School

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SALES PROMOTION IN MARUTI

Post Sales

0%
Strongly Disagree Neither agree disagree agree 26% Nor disagre e
Post Sales Follow Up Done

Strongly agree

0

15

0

59

26

59%agreed that the post sales follow ups are done regularly , 26% srongly agreed and 15%disagreed with this.

M.B.S Business School

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SALES PROMOTION IN MARUTI

What is your overall opinion about Maruti?

Very Bad 1 0

Bad 2 0

Neither Bad Nor Good 3 24

Good 4 44

Very Good 5 F 32

M.B.S Business School

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SALES PROMOTION IN MARUTI

QUESTIONNAIRE ANALYSIS & INTERPRETATION

FINDINGS
Findings
 There is 54% of satisfied customer’s of Maruti Suzuki.  The demand for the diesel variant is more for most of the models but the firm has limited number of the models having diesel variants. The customers are also looking for the gas models which will be suitable for LPG and CNG. So the firm should think for the diesel and gas variants.  Most of people think Maruti Suzuki pricing are economical so they are loyal to his brand. While other people give emphasis to the after sale service. Quality and other features are also a trait for the buyers.  There is large no of customer’s are satisfied with the performance of the car, data is concerned with those customers who are the existing customers of Maruti Suzuki and data is also concerned with new customers.  Servicing comes in after sales services,dealer provides this services to customers so there is necessary for dealer to provide the vehicle at the promised time because it makes the relationship better with the customers.  There should be good relation between customer and dealer because it helps to increase the sales of company and also helpful for making the customer relationship management.  There is important to know the after sales services of the company it shows the customers satisfaction and also shows the customer relationship management. M.B.S Business School Page 69

SALES PROMOTION IN MARUTI

Bibliography
www.google.com www.marutiudyog.com Automobile Magazines Marketing Management by Philip Kotler Kothari. C. R, Research Methodology, New Age International(P) Ltd., New Delhi

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