Perhaps the most distinctive skill of professional marketers is their ability to create, maintain, protect and enhance brands. Branding is the art and cornerstone of marketing. The American Marketing Association defines a brand as a name, term, sign, symbol or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors. Thus a brand identifies the seller or maker. “What distinguishes a brand from its unbranded commodity counterparts is the consumer’s perceptions and feelings about the product’s attributes and how they perform. Ultimately, a brand resides in the minds of consumers. A brand can be better positioned by associating its name with desirable benefits. A brand is much more than a name, logo, colours, a tagline, or symbol. These are marketing tools tactics. A brand is essentially a marketer’s promise to deliver a specific set of feature, benefits and services consistently to the buyers. The marketer must establish a mission for the brand and a vision of what the brand must be and do. Brand bonding occurs when customers experience the company as delivering on its benefit promise. The fact is that brands are not built by advertising but by the brand experience. Brands vary in the amount of power and value they have in the market place. At one extreme are brands that are

not known by must buyers. Then there are brands for which buyers have a fairly high degree of brand awareness. Beyond this are brands with a high degree of brand acceptability. We define brand equity as the positive differential effect that knowing the brand name has on customer response to the product or service. Brand equity results in customers showing a preference for one product over another when they are basically identical. The extent to which customers are willing to pay more for the particular brand is a measure of brand equity. A brand needs to be carefully managed so that its equity does not depreciate. This requires maintaining or improving brand awareness, These tasks perceived quality and functionality and positive associations. and consumer service.

require continuous R & D investment, skilful advertising and excellent trade


The motive of any company is to generally acquire larger market share high percentage of sales the Industry; this could be only achieved by building a higher percentage of brand loyal customers. Any company can survive through there is a stiff computational the market if it has brand loyal customers. Today many major companies in the market try to maintain and improve their branded equity. With out creating proper brand awareness they can not build brand image. Strong brands help build the corporate image and also by making it easier for the companies launch new brands. contributor to customer equity. brand awareness. The lights four wheeler industries have been expanding rapidly are gone the day when possessing a small and mix-size cars were seen as a luxury. Now days it is viewed as a mere necessity. Customer relationship management and data mining are critical differentials that enable competitive edge for firms focused on increasing customer market share. Today brands are treated as major enduring assets of a company – more over brand equity are major This all can happen only there is proper


Though investment in marketing, sales and service innovation can be constrained due to economic and cultural considerations, the initial analysis of the study indicates common European consumer apparel sites enable higher content depth, navigational context and help, consumer communication, and commerce efficiency. However, the study concurrently indicates lower customer

customization and mining, lifestyle connection and marketing, and consumer

Community interaction, on the sites:
The analysis, conducted as an assignment by adult students at a leading European university, contributes insight into the limitation of customer relationship management and data mining investment on the Web. This study will benefit practitioners and researchers who continue to evaluate innovation in technology on the European Web.

Apparel industry, business-to-consumer (b2c), e-commerce in Europe, customer relationship management (CRM), data mining on the Web, European Union. Background The World Wide Web is an important consideration in the growth of business firms in America.


From its inception, the Web has initiated unprecedented change in enabling improved channels of business with customers.

The study has been conducted with the following objectives: 1. 2. 3. 4. 5. 6. 7. To know how consumer welfare made customer to purchase product Maruti. What factors and variables of brand influence them to purchase. To know what position does the brand has in the minds of customers. To know how they became aware of the brand Maruti four wheelers. To know level of satisfaction about the consumer welfare offered by Maruti. To find out the market potential for Maruti four wheelers. To know how maintain and improve brand awareness build brand loyalty


The data has been collected from both primary and secondary sources, to get information regarding the organization and products

Primary data has been collected through questionnaires. The

questionnaire was mostly related to the brand awareness towards Maruti Products ZEN of the customers on different features such as the model, price, effectiveness of the brand etc. provided by Varun Motors Ltd.

Secondary data has been taken from below sources: 1. 2. 3. 4. Reports Pamphlets Advertisement Customer database


5. 6.

News papers Internet

Out of few lakes of Maruti customers spread all over India, the customers of Varun Motors Ltd., Visakhapatnam city only are taken as target population for the study.

The sample size of 100 is selected from the database of the company. The study requires on in depth survey and keen observation in a collecting data regarding the brand awareness levels of Maruti customers.

Only simple random sampling technique is adopted in selection the sample. In this technique, each and every unit of the population has on equal opportunity of being selected in the sample.



Observation Primary Data

Questionnaire Data

Inside the

News letters Organisations Secondary Data Outside the Organisation


Libraries Magazines

Based on needs and objectives, types of data required for study and other of data are identified. Data was collected with the help of questionnaires.


Even though the project has been done with outmost care, it suffers from the following limitations. 1. 2. 3. Due to lack of time, customers could not be contacted. The study has been restricted to Srikakulam city only. As the project is a simple sample study and is confined to 100 customers only, if May or may not pictures the entire customer feelings. The awareness levels of the customers may change from time to time and so there is a possibility of changes in the research results. Few customers refused to respond or could not respond appropriately due to:  Lack of time  Ignorance etc.,


ICRA Sect oral Review 2006: The 4W industry in India has not quite matched up to the performance of its counterparts in other parts of the world. The primary reason for this has been the all-pervasive regulatory atmosphere prevailing till the opening up of the industry in the mid-1990s. The various layers of legislative Acts sheltered the industry from external competition for a long time. Moreover, the industry was considered low-priority as cars were thought of as "unaffordable luxury". Initially in the post-liberalization period, the automotive sector, especially the passenger car segment, saw a boom. The buoyancy in the sector was derived primarily from economic vibrancy, changes in Government policies, increase in purchasing power (especially of the upper middle class), improvement in life styles, and availability of car finance. The passenger car industry was finally deregulated in 1993, and many companies, both Indian and foreign (like Daewoo, Ford, General Motors, and DaimlerChrysler), entered the market. However, the smooth sailing was suddenly disrupted in the last quarter of FY1996. The automobile industry, which contributed substantially to industrial growth in FY1996, failed to maintain the same momentum between FY1997 and FY1999.

The overall slowdown in the economy and the resultant slowdown in industrial production, political uncertainty and inadequate infrastructure development were some of the factors responsible for the slowdown experienced by the automobile industry. In FY2000, the sector experienced a turnaround, posted positive growth rates and witnessed the launch of many new models. But the spectacular growth in FY2000 was followed by a decline in FY2001 and only a marginal growth of 0.5% in FY2002. However, since FY2003, industry sales have increased at a 3-year CAGR of 17.4% to 1.14 million in FY2006. Although there was a slowdown in FY2006, after the high growth in FY2004-05, the recent high growth has been on the strength of an increase in the disposable income of middleincome salaried people, release of pent-up demand, and easy availability of credit. Low Penetration, but Rising Share of World Production: Although the Indian automobile industry has come a long way since the deregulation in 1993, India does not rank well among its global peers in many respects, viz., the contribution of the sector to industrial output, number of cars per person, employment by the sector as a percentage of industrial employment, number of months' income required to purchase a car, and penetration of cars.

However, the major car manufacturers worldwide consider India a good potential market and they foresee a large future demand here. As can be seen from the table below, India is now a major global producer of cars, with India's share in world production increasing from 1.6% in 2000 to 2.7% in 2005.

Two things that stunted growth of the Indian automobile industry in the past have been low demand and lack of vision on the part of the original equipment manufacturers (OEMs). However, the demand has picked up after the liberalization of the regulatory environment, and global OEMs who enjoy scale economies both in terms of manufacturing and research and development (R&D) entered the Indian market. This has resulted in a significant shift in the way business is conducted by suppliers, assemblers and marketers. Spending on Vehicles and Transport India's private final consumption expenditure (PFCE) on transport was estimated at around Rs.3, 124 billion in FY2005, accounting for around 16.5% of total PFCE. This comprises three categories: personal transport equipment, operation of personal transport equipment, and purchase of transport services. In terms of PFCE, the share of transport in total PFCE has witnessed rapid growth since the mid-1980s. By comparison, the share remained at around 3-5% till the mid-1980s. The motor vehicles sector is also an important source of central excise duties. Central excise duty collections from motor vehicles were Rs.54.70 billion during FY2005, accounting for 6% of central excise duty collections.

Taxes on vehicles, passengers and goods also form an important component of states' tax collections, and formed 8.7% of states' own tax collections during FY2005.


Demand Characteristics: Passenger Car: In developed markets, engine capacity and wheel-base are the bases of segmentation of passenger cars: price does playa role but only up to a point. Since affordability is the most important demand driver in India, the domestic car market has until now been segmented on the basis of vehicle price. Price-based competition takes place in a continuum rather than in segments since nearly all the models are launched in multiple versions at different price points. As a result, a higher-end variant may compete with a lower-end variant of a car in a segment above it. MUVs: The MUV segment consists of vehicles that are suited to both rural and urban areas. In rural areas where the roads are usually bad, these vehicles are used as goods carriers and also for public transportation. Northern and Western India account for nearly two-thirds of the demand for MUV. Specifically, in States like Rajasthan, Madhya Pradesh, Uttar Pradesh and Maharashtra, the demand for MUVs is the largest. There are three segments of buyers for MUVs: the private market, Government, and the Defence. Until the 1990s, the Government and Defence segments accounted for the largest share of the market. The reduction in Government and defence spending since the 1990s has substantially reduced sales to these two segments. This has pushed private sector purchases into greater prominence.

There are three sub-segments of the UV / MUV segment: the hardtop, soft-top and pick-up. The hard-top version consists of the higher-end Sports Utility Vehicles (SUVs) that have been present in the Indian markets since FY1999. Following the success of the higher-end SUVs, the share of the hard top segment in total MUV sales has registered an increase. Soft-top MUVs, which are largely dependent on sales in the rural and semi-urban markets where the vehicles serve as modes of mass transportation (maxi taxi), have witnessed a contraction in volumes in recent years. The declining share of the soft-top sub-segment is attributable largely to the increasing acceptance of SUVs as an alternative to soft-tops (and even higher end-cars). Those apart, soft-top sales have also been affected by a decline in rural income, increase in sales tax in some states, increase in diesel prices, enforcement of strict emission control norms, and restraints on the issue of licences to use soft-top vehicles as rural taxis .Demand Structure: When the industry was deregulated in 1993, the global carmakers chose to operate in the high price-high value segment. However, the strategy did not work as the market for premium and luxury vehicles in India was not large enough. MUL was entrenched in the low price-low value segment, and given its scale economies, it could not be dislodged. In the latter half of the 1990s, foreign car manufacturers changed their strategy. It was still difficult to remove MUL from its market leadership in the dominant low price-low value segment as scale economies formed the basis of competition in this segment. Thus, the global players changed the price-value equation by offering superior value at a price that was still higher than that of the Maruti 800 and Omni, but significantly lower than of the cars in the high


price-high value segment. The process gained momentum in FY2000 when the growth in the car market was led by the Compact segment. Although the compact segment now accounts for 65% of domestic sales of passenger cars, in recent years, the mid-size segment has captured a rising share of the market, and since 2004, sales in the mid-size segment have exceeded sales in the mini-segment. The growth in this segment has been led by new launches, lower prices, and the significant success of four models - MUL's Esteem, Honda's City, HMIL's Accent, and TML's Indigo. Introduction of stripped down versions of the vehicles in the Mid-size segment, attractive pricing by manufacturers (who also offer sales incentives) coupled with lower rate of interests and easy availability of finance have facilitated the growth of this segment. Low Penetration Levels: Although India's 4W sales have increased in recent years, penetration levels are low at around 0.9%. Till the last decode, the industry was considered low priority as cars were thought of as 'unaffordable luxury', and treated as such through Government policies. Although reduction in excise duties, favourable Government policies, and lower prices have resulted in significant increase in penetration, India's passenger car penetration is low by global standards-1.3% in Chino, 59% in EU, and 81% in the US. Estimates from Notional Sample Survey 58th Round (2002) indicates that ownership of four-wheelers (car or jeep) is restricted to about 4.4% of urban households, and 0.6% of rural households.


During 2002-03, ownership of cars/jeeps was restricted to around 0.9 million households in rural areas, and 2.57 million households in urban areas. Car penetration is high in Chandigarh, Delhi, Goa, and Kerala. However, penetration is extremely low in the eastern states of Bihar, West Bengal, Orissa; and central states such as Madhya Pradesh and Chattisgarh.


Company over View of Maruti Udyog Limited
Maruti Udyog Limited, a subsidiary of Suzuki Motor Corporation of Japan, has been the leader of the Indian car market for about two decades. Its manufacturing plant, located some 25 KM south of New Delhi in Gurgaon, has an installed capacity of 3, 50,000 units per annum, with a capability to produce about half a million vehicles. The company has a portfolio o f10 brands, including Maruti 800, Omni, premium small car Zen, international brands Alto and Wagon, offroader Gypsy, mid size Esteem, luxury car Baleno, the MPV, Versa and Luxury SUV Grand Vitara XL7. At the end of 2003-04, Maruti had a market share of over 55 per cent of the Indian passenger car market. The company sold over 4, 20,000 It also exported over passenger cars in the domestic market in 2003-04.

51,000 vehicles (highest ever since it started exported in 1986) during the year, raising the cumulative tally of exported vehicles to over 3, 30,000. In recent years, Maruti has made major strides towards its goal of becoming Suzuki Motor Corporation’s R and D hub for Asia. It has introduced upgraded versions of WagonR Zen and Esteem, completely


designed and styled in-house. Maruti’s contribution as the engine of growth of the Indian auto industry, in deed its impact on the life style and psyche of an entire generation of Indian middle class, is widely acknowledged. emotional connect with the customer continues. Customers have rated the company number one in customer satisfaction yet again in the J D Power Survey 2004. Maruti is the only market leader in the world to be ranked number one in customer satisfaction, and the only company to top customer satisfaction rankings for five years in a row. The company has also been ranked number one in J D Power Sales Satisfaction Survey 2004.Maruti products including Maruti 800, the Zen and the Esteem have been rated best cars in their category in Total Customer Satisfaction Survey 2004 conducted by TNS – Automotive. The company’s quality systems and practices have been rated as a “benchmark for the automotive industry world-wide” by A.V. Belgium, global auditors for International Organisation for Standardisation. In keeping with its leadership position, Maruti supports safe driving and traffic management through mass media messages and a state-of-the art driving training and research institute that it manages for the Delhi Government. Maruti’s channel partners own and manage 303 sales outlets across 189 Indian cities. The service network covers over 1000 towns and cities, bolstered by 1923 authorised service outlets. The company’s service businesses including sale and purchase of preowned cars (True Value), lease and fleet management service for corporate


(N2N), Maruti Insurance and Maruti Finance are now fully operational. These initiatives, besides providing total mobility solutions to customers in a convenient and transparent manner, have helped improve economic viability of The Company’s dealerships. Maruti had a successful fiscal in 2003-04. Maruti’s Total Income

(net of excise) during the year was Rs.97, 510.2 million (* US $ 2.17 billion), a growth of 31 per cent over the previous year. The company’s Net profit during this period was Rs.5421.8 million (* US $ 120.5 million), up 270 per cent over 2002-03. The company is listed on Bombay Stock Exchange and National Stock Exchange. HISTORY: Maruti Udyog Limited (MUL) was established as a private limited company in India on February 1981, through an Act of Parliament to meet the growing demand of a personal mode of transport caused by the lack of an efficient public transport system, MUL is wholly owned by the Govt. of India at the time of its birth.

Suzuki Motor Company was chosen from seven prospective partners worldwide. This was due not only to their undisputed leadership in small cars but also to their commitment to actively bring to MUL contemporary technology and Japanese management practices (which had catapulted Japan over USA to the status of the top auto manufacturing country in the world).

MUL was classified in the Public Sector as long as the equity of Government of India remained over 51%. A licence and a Joint Venture agreement were signed between Govt. of India and Suzuki Motor Company (now Suzuki Motor Corporation of Japan) in Oct-1982, with Suzuki Motor Corporation (SMC) acquiring 26% of the equity.

This newly formed organization was signed the primary objectives of: 1. 2. 3. Modernizing the Indian Automobile Industry by bringing in the latest Production of fuel-efficient Vehicles to conserve scare resources Production of a larger number of motor vehicles which is necessary for economic growth. Maruti created history by giving into production in a record 13 months. On 14thDecember 1983, the Prime Minister of India, Mrs. Indira Gandhi, released the first vehicle for sale by handing over the keys of a Maruti 800 to Mr. Harpal Singh of Delhi. Maruti exceeded the volume targets, and in March 1994, it became the first Indian Company to produce over one million vehicles, a landmark yet to be achieved by any other car company in India. Maruti is the highest volume car manufacturer in Asia, outside Japan and Korea, having produced over 4 million vehicles by April 2003. Maruti revolutionized way Indians looked at cars.


MUL Vision is to be a Leader of the Indian Automobile Industry, Creating Customer Delight and Share holder’s Wealth, Transforming Maruti to be pride of India. The core values of MUL are Customer Obsession, Fast, Flexible and Fast Mover, Innovation and Creativity, Networking and Partnership, Openness and Learning, Quality systems and Customer Satisfaction through continuous improvement of our products and services by following PDCA (PAN-DO-CHECK-ACT) in all functions of our organization. At Maruti, the approaches to quality are in keeping with the Japanese Practice “build it into the product” Technicians themselves inspect the quality of work. Supervisors educate and instruct technicians to continually improve productivity and quality. The movement of quality indicators is reviewed in weekly meetings by the Top Management. MUL believes that its employees are its greatest strength and asset. It is this underlying philosophy that has molded the work force at Maruti into a team with common goals and objectives. The Employee Management relationship is therefore characterized by: • • Participative Management Team work and Kaizen

• •

Communication and information sharing Open office culture for easy accessibility There are only three levels of

To implement this philosophy, several measures have been adopted like, a flat organizational structure. Department Heads. responsibilities ranging from the Board of Directors, Division heads to Other visible features of this philosophy are an open office, common uniforms (at all levels), and a common canteen for all. This structure ensures better communication and speedy decision making processes. It also creates an environment that builds trust, transparency and a sense of belonging amongst employees.

In 2005, Maruti closed the finance year 2004-05 with an annual sale of 472122 units, the highest ever since the company began operations 20 years ago. In 2004, Maruti Udyog Ranks Highest in Customer Satisfaction with Dealer Service in India for the Fourth Consecutive year in the J.D. Power Asia Pacific 2004 India Customer Satisfaction Index (CSI) Study SM A copy of the satisfaction Index can be viewed in Appendix – B. In 2003, Maruti has won the First place in “Excellence in Suggestion

Scheme2 Contest 2003”, which is the 6th consecutive award won in as many years, Indian National Suggestion Schemes Association (INSSAN) organizes this contest. award 10 times. Since 1998 Maruti has won this


In 2002, Maruti’s Quality Management System of its Press Shop and associated functions (collectively termed as Press Function) got certification for conformance to the requirements of TS 16949:2002 1 standard. A copy of the ISO TS 16949:2002 Certificate received by Maruti can be viewed in Appendix–C. In 2001-2002: Maruti launched its new businesses. Maruti True value

(buying, selling or exchange of pre-owned cars), Maruti Finance) car financing), Maruti Insurance and N2N (Corporate Lease and Fleet Management) In 2001, Maruti Udyog Ltd. Became one of the first automobile companies anywhere in the world to get an ISO 9000:2000 certification. AV Belgium, Global auditors for International Organization for Standardization (ISO), certified Maruti after a four day long audit, covering varied parameters like Customers Focused organization, Leadership, Involvement of people, Process approaches, System approaches to Management, Continual improvement etc., a copy of the ISO 9000:2000 Certificate received by Maruti can be viewed in Appendix – C. In 1999, Central Board of Excise & Customs awarded Maruti with “Samman Patra” for contribution to exchequer and being an ideal tax assesses. In May 1995, Maruti got ISO 9002 certification. The audit for this covered quality assurance in production, installation, marketing and sales as


well as after sales services. We were also one of the first companies in the world to pioneer ISO 9000 certification for our dealers.

MUL is a Board-managed company. Currently the Directors on the Board are: • • • • • • • • Mr. Shinzo Nakanishi, Chairman Mr. Jagdish Khattar, Managing Director Mr. Junzo Suginori, Joint Managing Director Mr. Shinichi Takeuchi, Joint Managing Director Mr. Kinji Saito, Director (Marketing and Sales) Mr. Osamu Suzuki, Director Mr. R.C. Bhargava, Director Mr. S.V. Bhave, Director

The Independent Directors on the Board of Maruti are: • • • Mr. Kumaramangalam Birla’s, Chairman, A V Birla Group Mr. Amal Ganguli, Former Chairman, Price Waterhouse Coopers, India Mr. Pallavi Shroff, Senior Partner, Amarchand and Mangaldas and Suresh A Shroff and Co.


Mr. Manvendra Singh Banga, Chairman, Hindustan Lever Ltd. (HCL)

Varun group commenced its srikakulam operations in act 1992 with bajaj auto franchise. which is now popularly known as “varun motors” this spectacular growth is only due to aggressive and clear headed management of Mr. v. prem kumar who has over two decades rich experience in auto mobile business couple with sheer hard work of every staff members and above all out standing customer support. Varun motors captured 60% of srikakulam two and four wheeler marketing successfully with standing the challenges from the competition. As of now, varun motor has work force of 140 members with a annul turn over of 22 cores for better customer care, an ideal service customer is going to operation from now in the city.

Introduction of cars division:
The maruti showroom of varun motors private limited is the one of the India’s largest and most modern auto mobile measuring 17000’ sq.ft its capital turn over 400 to 500 cores , it is the second largest company in India . The varun group has expanding their business to vizianagaram, rajamundry, and vijayavada


In recognition of varun motors bajaj auto ltd awarded the dealership it was awarded and laurels from bajaj auto for its out standing performs Varun motors ltd recently secured the dealer ship for a reliable maruti vehicles being manufactured by maruti udyog limited.

Product availability in varun motors:


 Versa.  Zen Estilo.  Maruti-800.  Omni.  Swift.  Swift Dzire.  Maruti SX4.  Grand vitara.  A – Star.  Wagon R.  Alto.


MODELS AND PRICE LIST ON MARUTHI CARS Maruthi 800 Description STD BS-III STD BS-III (M) AC BS-III AC BS-III (M) STD LPG BS-III STD LPG BS-III (M) AC LPG BS_III AC LPG BS-III (M) BS=-II Limited (Uniq) BS-III Limited (Uniq) (M) ALTO Description STD BS-III STD BS-III (M) LX BS-III LX BS-III (M) LXi BS-III LXi BS-III (M) OMINI Description 5 SEATER-BS-III 5 SEATER-BS-III (M) 8 SEATER –BS-III 8 SEATER-BS-III (M) On Road Price 218464 220997 240030 242563 234789 237326 256371 258918 245565 248108 On Road Price 260973 2644444 295388 298851 314349 317820 On Road Price 259569 262112 261557 264289



272145 274691


On Road Price 368266 371741 388053 391528 412109 415584 387559 391038 410459 413938 443661 447136 497533 501008

On Road Price 398701 402172 428230 431700 468189 471659 On Road Price 357986 361461

ESTILO-LXI ESTILO-LXI (M) ESTILO-VXI ESTILO-VXI (M) ESTILO-VXI (ABS) ESTILO-VXI (ABS) (M) ESTILO-Sports ESTILO Sports (M) SWIFT Description LXI BS III VXI BS III VXI with ABS ZXI BS III ABS LDI BS III (Diesel) VDI BS III (Diesel) VDI ABS BS III (Diesel) swift DZIRE Description swift Dzire LXI swift Dzire VXI swift Dzire ZXI swift Dzire LDI swift Dzire VDI swift Dzire ZDI SX 4 Description SX4 VXI SX4 ZXI SX4 ZXI with LS VERSA Description VERSA-STD 5S (M) VERSA DX1 5/8/S (M) VERSA DX2 5/8/S (M)

381826 385301 407249 410724 436859 440334 408504 411979 On Road Price 468460 502265 523554 591780 537059 574690 595145 On Road Price 518500 569959 669617 614888 664207 755298 On Road Price 755543 831672 869203 On Road Price 421925 499921 540128


Service offered
• Three free services and paid service after sale of the car. • Free check up complaints. • Demonstration for new product. • Acceptance of warranty claims. • Finance through banks.

Working time
Working hours in varun motors are 10 hours per day commencing from 8AM to 6PM with two hours for launch.

Maruti tie-up companies:
• Citicorp maruti. • Maruti country wide. • ICICI. • HDFC bank.


• Standard charted. • ABN amro bank. • Kotak Mahindra. • Sundaram finance



Organization involves the determination of the work to be done in the concern. To assignment of the different functions to different people employed in the concern and the co-ordination, the activities to be performed by all of them, the efficiency of the concern depends upon the way in which it is organized and spirit of loyalty i.e., Devolution to duty with which the different people perform this work. The determination of work to be done in an organization and the assignment of the different items of works of different people employed in the concern naturally constitute. Some of the most crucial steps in organizing the concern the assignment imply that there must be persons who have the authority to assign duty to others. It follows that in the organization there should be some employees who should be able to execute the orders which are assigned to them by the higher groups. The authority and subordinate i.e., the position and designation of each person in hierarchy of the organization are the structure of the organization. position of each employee in the organisation is called “organization chart”. The organization structure presents a summarized view of the whole organization. It shows not only the position which every employee occupies in the organization.


diagrammatic representation of the flow of the authority and the subordinate

According to sec (26)2 of the Companies Act, M.D. is defined as a director who is instructed with substantial power of management which would not otherwise be exercisable by him. The M.D. of VARUN Motor Ltd., Mr. Jagadish Khattar looks after the general administration and functioning of various departments.

Varun Motors is a well developed organization which is flourishing in a rapid way consisting of different departments performing all the important functions for the success of the organization in every step.

The Administration Department is one of the important departments, which looks after various aspects and maintenance of telephone exchanges. includes Accounts and CRM Departments under it. It also

This department comes under marketing department which mostly looks after the administration and sales activities of the vehicles of the organization. It continuously coordinates the dealers and area officers and aids in distributing the vehicles to the dealer according to the demands. It collects information regarding market demands of different models of the vehicles.


SERVICE DEPARTMENT:This department comes under the marketing department. customers. The various functions of this department. • • • • • department. Provides service training to field officers Feed back to various departments about the product Warranty processing Makes service trials Sale of manuals and operators instruction books It provides services to

Under this department we have works department, stores department, spares

“Production Marks” were used in olden days to distinguish a product this is produced from different production units. These are now known as brand names. Brand name is strongly associated with the product quality in the minds of the customer. In order to be successful you need to be effectively communicating your product to the prospects. This process of communication of a message of the brand / product so that it could be seen, heard and Accepted by the human mind of your prospect, is defined as the positioning of your brand. Brand is a major issue in product strategy. On the one hand, developing a branded product requires a great deal of long term investment, especially for advertising, promotion and packaging.

The Brand name can convey up to six levels of meanings. They area: * Attributes: A brand brings to mind certain attributes. Maruti suggests durable, low priced, well-built, well-engineered, high prestige automobiles. * Benefits: Attributes must be translated into functional and emotional benefits. The attribute “durable” could translate into “I won’t have to buy another car for several years” * Values: The brand also says something about the producer’s value

Maruti stand for high performance safety and prestige. It’s a social status symbol * Culture: The brand may represent a certain culture. Maruti represent

world class culture, organized effort, efficiency and high quality. * * Personality:The brand can also project a certain personality User : The brand suggests the kind of consumer who buys or uses the

product. One of the first steps in building the brand is to find out what promises to keep. Then figure out what promises you realistically can keep. Finally take a long careful look at your competition and decide which promise would give you the best competitive advantage. This process of arriving at a focussed, credible value proposition is the kernel of brand building activities.


Such are the activities being done by Maruti.

This systematic approach

resulted in the fact that a common man too knows about Maruti Cars. Every hook and corner of the Maruti’s Market domain has a Maruti servicing centre with 24th service facility. Maruti ranked No.1 in customer satisfaction by J.D. Power CSI (2001) for 4th time in a row and also J D Power ranked 3 models (2003 Oct) of Maruti op Top: Wagon R, Zen and Esteem, Given the scale of 50 Laky cars on road, the sheer diversity of Maruti customer and the fact the Maruti sells more than all competitors is simply incredible. Imagine market 70000 precisely engineered components and assembling them perfectly in to a car. Imagine doing this for more than 50, 00,000 cars in a row, with 10 different models and over 100 variants that tells why India Trusts Maruti more than any one else to build the cars of the future. Let’s see the Brand Position of the Maruti’s products in the local markets in terms of the different attributes as indicated below. Technologically, Maruti is having a preference percentage of 80% Maruti uses the advanced high-end engineering design equipment in the manufacture of its cars. The highly structured, well organized and disciplined servicing terms and the technicians at Maruti service stations attend to and repair the faults in no time. Thus the survey resulted in a customer rating of 95%. In terms of the features of the car, Maruti enjoys comparative 65% availability. This could be due to the particular target group being focused by

Maruti, which require a good cost-benefits analysis.

Nearly 80% feel the Maruti’s cars are quite economical and nearly 85% feel it to be a social status symbol to own a car of this brand name. The customer survey even showed that 75% do agree with the fact that the comfort derived is very much satisfactory and also that the mileage is good. “At times above expectations”. “If you talk about change but don’t change the reward and recognition system, nothing charges”. sense it’s very essential that, only when you have a clear understanding of what your present status is in the market, will make you design effective strategies for success. So for the clear understanding of the brand position in the market, let’s visualize the above data in the form of a bar chart. I hope a picture speaks more than a thousand words. The above chart clearly shows the amount of competitive pressure that exists for Maruti’s products in the Market. Using this data we can design strategies for expanding the markets. For a well-trained eye, the above chart speaks of the cost of mistakes with special emphasis on the growing customer expectations. Finally the chart presents the current status of the brand position in the market in terms of all the parameters represented in the x-axis of the chart. Says Paul Allaire, CEO. Xerox Crop. In a similar


The financial decisions play a vital role in any firm. So that it is essential to set up an efficient and effective organization for maintaining finance functions. Varun has a finance department which is directly linked with the top management. The finance department is work under the Manager finance. resources of the organization. taxation and final accounts. This department looks after allocation of funds, auditing, costing and accounting of financial Apart from these functions, the financial department looks after the provident fund trust as the treasurer, capital purchase,

For establishing co-ordination and administration as a part of management, a good plan for financial control is essential. This plan includes profit planning program for capital investment. Financing sales forecast and also budgeting. To know present financial position and profit measurement Varun Motors Limited is having enough financial resources for investment. It is procure funds from sale of product and loans. For comparing actual performance with operating plans & standards and to interpret the results of operations to the top managements of the Business. For the protection of Business through internal control internal auditing and assuring proper insurance coverage along with other protection coverage programs are used.

This department looks after allocation of funds, auditing, costing and accounting of financial resources of the organization. Apart from these functions the financial department looks after the provident fund trust as the treasurer, capital purchase, taxation and final accounts.

Personal department plays an important role in every organization. Under the personal department man power will be acquired. Developed trained so as to accomplish maximum efficiency and economy in the functions and the objectives of the organization. The main functionaries of the personnel department is • • • • • • • • Planning Recruiting Selecting Appointing Developing Controlling Compensating Grievance handling and many more

The company recruits the man power from both internal and external sources.

Internal source include the present working force of the organization it is good because the employer is in a better position to evaluate his staff than outside candidates. Employee of a company is full aware of his organization and its policies and he requires a little training.

Generally the company gives training in the following aspects to its employees • About the organization the selected employees should be trained for acquiring the knowledge of their company and its policies and culture. • About the machinery and equipment the selected employees should

be trained about equipment and machinery and sophistication in it so that they can easily perform their job • About the customer: under this the employees will acquire knowledge

about the types of customers who buy their company products. This sort of training is very important for employees like sales people. • Selling techniques: the selling techniques are mainly meant for sales

people. Generally for this, the specialized field trainers providing training to the trainee. In his training, the trainees will learn how to sale the product in more, profitable way when compared to competitors.


Every organization has to go for external sources for recruitment because all the vacancies can not be filled through internal recruitment. Recruitment can be done through 1. 2. 3. Employment exchange and agencies Recruitment from colleges Recommendations etc.

SELECTION:The next phase of man power planning is selection main steps in selection process are:

• • • •

Screening of applications Review of application blank and references if necessary Physical and psychological examination Final scrutiny and placement After the selection appointing the right person in the right job, their

performance evaluation will be done through the techniques of performance appraisal, and giving them the feed back where there lacking and giving them training if necessary and designing the development programs in order to improve

the employee morale towards the organization, by which the over all productivity will increase and the cost factor will be reduced. • To look after the entire aspects of personnel and HRD • • • • • Hold meetings To conduct HRD programs from time to time To maintain peace and harmony in the organization To investigate the working of the employees in case of misconduct To take active part in the aspect of procurement etc.





• Advertising a newspaper • Free campaigns • Test rides • Mileage contests • Loan meals • Gift schemes • Hoarding & wall paintings • Sponsoring youth events Promotional expenses have been some by both varun motars & maruti services in advertisement cost.

Services offered by the company, which are non-tangible, do play a major role in the buying decision of the customer. The attributes of the services add upon the value and would make a lot of difference between buy and not to buy. Usually the cost-benefit analysis made by the customer do account for the after purchase services offered by the company. Services thus play a major role in the formation of positive image of the company in the mindset of the customer. Having considered the importance of the services on the buying process of the customer, let’s view it with special reference to the company under consideration, i.e., MUL services.

Maruti Udyog Limited offers a number of services to its customers. Some of the major ones include: S1. S2. S3. S4. S5. S6. S7. S8. N2N Fleet Management Maruti True Value Maruti Finance Maruti Insurance Maruti On-road Services Forever Yours Extended Warranty Maruti Genuine Accessories Anytime Maruti-Call Centre

Let’s discuss about each of these services in detail to understand the kind of attributes Maruti has considered to fill up the service package. This gives us birds ye view of kind of Marketing-Mix it has designed and also the effective strategies it uses to capture a large market share.

S1. N2N Fleet Management: Kick the worries. Enjoy the car.
Car maintenance is a time-consuming process, especially if you own a fleet. Marti’s new N2N Fleet Management Solutions for companies, takes care of the AZ of your automobile problems. ups/solutions across the vehicle’s fire. This service includes end-to-end back-


There are three stages in the life cycle of corporate fleet ownership. They are 1. Acquisition: Where Corporate formulate fleet policy, Identify & evaluate options for various levels of employees, negotiate with dealers/OEMs and Acquire corporate fleet. 2. Operations : Now maintenance budget is prepared. Maintenance Track contracts with work shops are negotiated to operate and maintain fleet. expenses are also taken care off. 3. Re-marketing: Market value of existing fleet is assessed and Cars are auctioned to employees or quotations invited from external brokers and finally a new fleet are acquired. Similarly there are three types of risks in the life cycle of fleet ownership; * sheet. Residual value risk: A fleet acquired by cash purchase, hire purchase

or loan is in the name of the corporate and the assets are reflected in its balance AT the end of the corporate usage tenure (typically 3-5 years), the The risk is high if the vehicle is not corporate faces the risks of not realizing a fair value, delay in the disposal of the assets and administrative over-heads. * Maintenance risk : maintained as per OEM prescribed standards. During the fleet ownership stage, if the corporate decides to maintain the fleet on its won or contracts with work shops for maintenance on “actual expense” basis, the corporate faces the risk of unplanned maintenance expenditure. Most corporate budget for maintenance expenditure on the basis of historical data, which result in sub-optimal forecasting. The corporate also faces the risk of poor maintenance quality because of absence of monitoring of the jobs performed by maintenance work shops.



Obsolescence risk :

The increase in the rate of innovation in

technology and design in automobiles makes newer and better technology models available to consumers, which considerably increases the risk of obsolescence. Maruti’s suite of N2N services covering acquisition, maintenance and sales are enlisted below: S2.Maruti True Value:

Get the best value for your car

Maruti True value helps you to buy, sell or exchange a pre-owned car. You get the full value for your dealings, in terms of quality, Reliability, Transparency and Convenience with your eyes closed. Buying or selling a used car is a gamble. With Maruti True Value, it’s like holding the winning hand. possible. All services are aimed at making your transactions with Maruti as hassle free and enjoyable as Maruti’s dedicated and honest team will ensure that you have a rewarding experience at Maruti True Value. At Maruti True Value, a pre-owned car is Re-Conditioned to Maruti standards in state-of-the-art work shops by trained mechanics using only genuine parts. Cars are put through a stringent 120-point check that covers all major This transparent free systems, like the engine, brakes, transmission etc.

evaluation system, which looks in to the merits of your car, would take 15-20 minutes to give you the best possible price of your Maruti Suzuki. After which, engineers certify their trustworthiness. sale. The payment in full to the seler is made Only then the car is put to immediately, once verified at the RTO as genuine.


The three free services will be available at the following intervals or mileage, as the case may be: • First free inspection service : With in 45 to 60 days or running 1000 – 1500 KM (over and above the mileage at the time of delivery) whichever occurs earlier? • Second free inspection services : With in 90 to 120 days or running 5000 – 5500 KM (over and above the mileage at the time of delivery) which ever occurs earlier? • Third free inspection services : With in 210 to 240 days or running 10,000 – 10,500 KM (over and above the mileage at the time of delivery) which ever occurs earlier?


S3. Maruti Finance:
This new initiative is a long-term proposition besides acting as an enabler to the core business of Maruti. This special purpose scheme is cantered on the customer through transparent deals and availability of other bundled services. Maruti finance is now banking on Maruti Udyog’s extensive dealership network that reaches every corner of the country. can get car finance at competitive prices. wing, the sales volume increased appreciable The company’s largest bank (SBI) and the largest Car marker (MUL) have joined hands to make affordable car finance available to the large customer pool across the country. This Mega-alliance makes car loans available at lower interest rates to a wider section of people, with transparent terms and conditions. make it realty. Hence is the list of Unbeatable Advantage of SBI-Maruti Car Loans:

Using this service, customers

After the establishment of this new


unmatched combined network of SBI branches and Maruti outlets support it and

Two market leaders in their respective industries with trusted brand names. • Lowest interest rates of 9.50% (Note: Interest rates at the time of purchase of the car will be applicable interest rates are subject to change and are at the sole discretion of SBI. Interest rate of 9.50% applicable on repayment periods up to 36 months. discretion of SBI). • No processing fees or hidden costs to ensure transparency. • No extra charge for repaying loans ahead of schedule. • Standardized loans that offer fixed interest rates across models and locations • Car loans available for diverse categories of customers including government employees and agriculturists. • More loan amount available as it is extended on the basis of the car’s on-road price, not ex show room price. Prospective customers. But Maruti isn’t contented with that. It thought An interest rate of 10.00% is applicable for a repayment period of 7 years Credit is at the sole

that it’s the right time to join hands with some of the big bosses like the HBFC, GE Capital etc., Maruti Country wide was set up when GE Capital, HDFC and Maruti Udyog Limited formed a captive finance company in 1995, a professionally managed company. Which would share the ideas and work culture of the parent companies? The prima objective being to cater to the needs of Maruti car buyers by offering innovative finance schemes for the purchase of Maruti cars.

Later, Citicorp Maruti Finance Limited was formed when Maruti joined hands with Citibank in May 1998 located in 23 cities; this is the first company that provides services to finance the purchase of second hand cars nationally. Citicorp Maruti Finance Limited also offer a wide range of flexible and customized financing options at affordable rates to individuals buying a Maruti car. Apart from all these above mentioned standardized alliance, the organisation also gave the dealers the flexible to choose form this wide range of options or organize a genuine & more beneficial one himself. Thus with such a systematic procedure being followed, it’s the Maruti’s customers who are always at a winning edge.

S4. Maruti Insurance:
Maruti had tied with Bajaj Alliance and National Insurance Corporation, two of the foremost insurance companies to bring this service for all its customers. Maruti Insurance allows customers to send enquiry and get a free renewal remainder and claim. Post accident repairs saving valuable time and efforts through appointment contract persons.

S5. Maruti On-road Services:
Even with the most stringent quality measures, complex machines like cars can sometimes malfunction, just call the 24 Hour Maruti On-road Service (MOS) centre during an emergency and help will be on its way to you.

The MOS ensures:

* * *

Round-in-clock services in almost every city A common contract number across the country 9622-9622-00 A computerized call-monitoring system dispatches a mobile MOS van to you at the earliest.

S6. Maruti's Forever yours Extended Warranty:
As everyone known, no Maruti really needs a warranty. But just to go that extra bit to show how much Maruti cares. They have enhancing the 2-year primary warranty on your car with the Forever Yours Extended Warranty * program Now you can buy Extended Warranty with your Maruti, if your Maruti is purchased on or after 14th May 2001, and the vehicle is still covered under the primary warranty.

S7. Maruti Genuine Accessories:
Maruti Genuine Accessories (MGA) is a new initiative to offer you high quality accessories at competitive prices. are imported from Suzuki, Japan. Maruti follow world Class engineering and Every MGA item has perfect mechanical and design processes to develop each and every item of MGA. Many of these items electrical compatibility with the vehicle and offers you unmatched performance. The below table shows a sample list of the accessories and the advantage one can derive using them. ITEM Alloy Wheels THE MGA ADVANTAGE Perfect Match with vehicle.

Safe and reliable.


Alumium from ISO certified sources.

100% x-ray tested.

Endurance tested. Excellent finish. Better cooling. Better

Body Cover

Braking efficiency. High Quality imported Fabric. Very light and easily handled. bag. Imported materials used. vehicle floor. Odours free. interlocking. Fire resistant. Dust absorbing.



Warranty. U V Ray protection (UV rays cause paint fading). Matches body profile perfectly. Clamp mechanism. Comes in convenient carry


Perfectly fits the contour of Fully Washable. Anti Slip Special thread Reinforced cushioning at

Attractive designs, matching the interior.

mechanism to prevent slipping on floor.

Door Visors

driver's area to prevent balding. Perfect lit with vehicle profile. Unique attachment provided for strong tit. Suzuki (Japan) product. Weatherproof. Offers protection from sun-rain. Long lasting and unlike

other visors, do not become brittle or crack. Fog Lamps Comes with complete electric wiring, protection relay, switch and lamps. Electrically compatible with the vehicle electrical systems, therefore perfectly safe for the vehicle. No need to cut / splice original vehicle wires, clip-on mechanism. Stereo System Perfect fit mechanically. Tested for 10n1Z distance visibility. Beam adjustment screws. Electrically compatible with vehicle electrical system, therefore perfectly safe for the vehicle. No cutting / splicing of original wiring on vehicle needed (clamp-on system). High Quality sound and wide features. Easy installation. Tested over 50,000 KMs. Security Durable. Approved by Suzuki, Japan. High Quality speakers and antenna. Many Advanced Features from complete vehicle protection.


Electrically compatible with vehicle electrical system, therefore perfectly safe for the vehicle. No cutting / splicing of original wiring on vehicle needed (clamp-on system). 3Years Warranty Designed by experts to perfectly match the vehicle profile. Gives the best aerodynamic and sporty look. Best tit. Special high strength and low weight materials used. If light provided, the electrical are perfectly compatible with the vehicle electrical systems. Excellent surface finish. Leather Seat Covers are made from genuine Italian seat covers. In Fabric Seat covers, the best quality fabric used. Perfect tit and finish. High levels of craftsmanship.


Seat Covers

Matches interiors. Abrasion tested. Same quality as those Car fitted from factory. Care Body Polish, Glass Cleaner, Shampoo. Tire Polish.


Upholstery cleaner, Dash board Shiner, etc. Besides these there are a host of other accessories like Warning Buzzer Assembly warns a driver when the door is open and, reminds him to fix the seat belt. There I are high quality rear parcel tray made of reinforced PP, FUCOT anti Rust Treatment (from Futon), Bardahl Fuel Additive (from Bardahl), etc.


S8. Anytime Maruti - call centre:
In addition to the existing channels of communication, Maruti always explore new avenues of one-to-one interaction with our customers. and Gurgaon. As a major step in this direction, it started a Pilot Call Centre for the people residing in Delhi This service, named Anytime Maruti, has now been extended to Chennai, Bangalore, Hyderabad and Mumbai. Customers in these cities can contact at any time using a Toll-free number 1600-11-1515 from their MTNL/BNSNL phones. Now there is one more channel for you to contact MARUTI. Anytime Maruti is now accessible to the customs using mobile phones also. The number is (0) 98118-01515. This Mobile number will not only connect a mobile phone user but also allow subscribers of Touchtel, WLL, and Tata etc., to connect Anytime Maruti. Please note that the calls to this mobile number will not be toll-free. The objective of this Call Centre is to ensure you have quick and easy access to all information on Maruti's models, prices, finance options, dealers and the locations of the numerous service stations. launch this service nationally. There is also a web site designed by Maruti Udyog Ltd. to provide latest online information regarding various facilities and other related stuff to all the There exist future plans to


Internet savvy. customer.

Web is also playing a major role in influencing the



Customer need is the first one which determines company's Product, its continuity, its availability. Understanding the customer need and we have to move in the market on the basis of updating needs. It's a main source which has no limit & never ends.

One customer may have one need or may have 1000 s of needs. It leads the customer to buy the product in the market. When he buy the product in the market, he. Will go for product's availability, quality and its quantity, price. Customer will choose the right product which match with his taste. The relationship starts now. If a customer buys the product 1s time at our company, we should attract him as not to shift to the other company. That will be based on our "interact with him, understanding his needs, response to him". If he satisfied with our product & with us, he can't go for other companies. If he really satisfied, he will conduct repeat purchases at our company. When coming to our concept CRM, CRM means simply managing Customers & monitoring their behaviours. CRM has to potential to mould A customer's relationship with a company and increase revenues in the Bargain.


Relationships are as old as mankind. For that, even the traders and Businessmen are also basing on relationship for their success. It building Close relationship with the customers that makes us to gain the fruitful •Returns-to the companies. With my experience, I have designed some means for how to get Better returns & how to attract the customer. They are: • Providing special benefice’s to the customers. • Creating trust on us in their minds. • Maintaining interdependency. • Sharing ideas & views, values. • Giving respect to him. • Commitment with him. • Go for deep’ relation with him by day by day. By following above, we can maintain good relation forever. CRM means building long term relationship with customers and “understanding their needs and responding through offering different products through different channels.

CRM is a step by step process, which deals with the customers.

Customer Need:
In the process of CRM, it begins with the "understanding the Customer Need". If it carefully studies the mind of customer we can easily understand. It's the main step to start the best relation with a customer.

Customer Response:
After understanding the customer need, it should carefully observe the customer response. It is the feed back. From, the customer when we receives him/her. It will. be useful to us to provide the best products to him and. to change the dealing with the customer.

Customer Satisfaction:
The very important step is "customer satisfaction". Satisfying the customer is very difficult task in the present marketing environment. Because every company mostly depends on this step only. To satisfy a customer, different types of methods have been come into existence. So It should adopt the best method. It should satisfy a customer by providing the best products & by maintaining close relationship with him.

Customer Loyalty:
Loyalty of the customer is participating the main role in the mkt It means a customer will purchase our products forever & again & again it has to make him as to not to shift to other brands or other company products.

Customer Complaint:
After selling the product to the customer it should ready for get the complaints from the customer. Like, damaging of the product, price of-the. Product, exchange of the product. 90% of the relationship with the customer will depends on this complaint handling only. If it gives the immediate response he/she will satisfy. If not he/she may go for other

brands. In this step we have to be very careful with him. We should handle & solve the complaints.





To identify the customer needs, it participating a vital role. Through the close relationship with them, they can easily explain their problems and needs. So it can easily identify their needs. So now we can easily take the next step to satisfy them.

CRM helps in reclaiming the potential customers & understanding their needs and requirements. If the CRM identify the needs, based on the needs it can respond to them.

If the CRM is very perfect, it leads to improve the potentiality of the company. Best relation with them, it allows us to identify untapped business potential which makes our' company no. 1 in the market.

Different fields requires different tech. Maintain a good relation with the customers CRM can easily identify the fields required tech. For example, software tech., industrial.


Relation, with the suppliers, also helps in identifying his strong And week points of a supplier, His supply system strong or week. If the supplier is strong we maintain the same, if not we rectify them.

To improve the relationship with the customers, different comp. Will be followed different. Technological systems,

a) Electronic points of sale

b) Sales force automation c) Customer service helpdesk d) Call centres

e) Systems integration

f) Contact with the customers g) Personalizing customer interaction These are the some tech. to go for deep relation with our customers.


1) Contact with the customers by

1) Customer information system

Telephone, mail & in personal 2) Personal selling 3) After sales service 4) Complaint handling 2) Customer database 3) Electronic points of sales 4) Automation of customer support

5) Systems integration 5) Customer care 6) Customer satisfaction 6) Value to the customers


It is the first stage in CRM program. The next all steps in CRM Will based on this stage. This stage acts as the foundation of a building. NATURE of Satisfaction: 1) Meet the customer needs & fulfil them 2) Giving clear cut explanation for the customer doubts & complaints 3) Minimizing customer faults & increase of production

And the second stage in CRM is performance based. It is the stage To know what's present position of our company. The continuity of the Business is based on this stage. a) Evaluating perception of our company b) Identifying customer retention 3) COMMITEMENT: It's the last stage to where the CRM reaches. Commitment with The customers helps to identify the next coming sales.








A business without a customer retention plan will lose revenue and Mkt. share. Customer Retention Strategies:

Even though customer relationships are one of a company's most valuable assets, they are often one of the most undervalued assets too, in the constant battle to gain new customers; it is easy to overlook the value existing customer relationships hold.

All corporate are ultimately earned from conducting successful relationships with customers. As the source of all your profits, customer relationships should be valued and protected, Every customer .relationship is an asset and has a economic value Or lifetime market value (.lmv). A customer's LMV is determined by taking your average customer transaction amount and multiplying it by the no. of transactions he/she will conduct with your org. Customer retention, keeping customer can be improved by explain ing to your employees especially those on the front line who deal direct with your customers. Just how much each customer is worth to your org.


Understanding each customer becomes particularly important. Besides for the same product or a service not all the customers can be treated as alike. C.RM needs to divide & segmenting the customers. CRM needs to divide the customer by 1) Tastes & Preferences• 2) Age groups 3) Lifestyles 4) Physical & psychological characteristics.

Increase Loyalty
^ It is an endeavor of any org. to that its customers are advocate for

the company and the products. Any company will like the mindshare status to improve from being a suspect to being an advocate. Any company, it has to invest in terms of its products and services to its customers. It has to innovate and meet the needs of its customers so that they remain as advocates on the loyalty curve. Repeat sales invariably are low cost high margin sales. It has also the implication of being not "one time sale". Besides, repeat sale are to induce satisfaction.

Q1. Occupation? Sample 100 Business 31 Professional 21 Employee 27 Student 21

Business Professional Employee Student

3 5 3 0 2 5 Bs es uins 2 0 1 5 1 0 5 0 1 P f s ioa r e s nl o E p ye mloe S dn t et u

INTERPRETATION:From the above table and graphs observe that100 respondents reveals that 31% of them are employees, 21% are businessman, 27% are professional and 21% are students. So many employees are using these cars

Q2. What is the model purchased by you? Sample 100 Alto lxi 35 Wagoner 23 Swift 24 Maruti 800 Omni 16 12

Alto lxi Wagoner Swift M aruti 800 Om ni

4 0 3 5 3 0 2 5 2 0 1 5 1 0 5 0 1 a lx lto i ra o r gn s ift w m r ti-8 0 au 0 o n mi

INTERPRETATION:From the above table and graphs observe that100 respondents reveals all the five cars are same usage alto lxi is 35%, wagonR is 23%, swift is 24% maruti-800 is 16% and omni is12%. All are same importance in cars.

Q3. How long do you using the car? Sample 100 Before 1 year Before 2 year Before 3 year Till now 33 27 10 30

Before 1 year Before 2 year Before 3 year Till now Omni

35 30 25 20 15 10 5 0 1
Before 1 year Before 2 year Before 3 year Till now

INTERPRETATION:From the above graphical representation among 100respondents reveals that 30% of the customer till now using, 33% of them are before 1 yrs usage, 27% are before 2 yrs, 10% are before 3yrs. Usage of the products.

Q4. Who influenced you to purchase a car? Sample 100 Adds 11 Sales persons Friends 38 30 Some other 21


S ales persons Friends S ome other

40 35 30 25 20 15 10 5 0 1
Adds Sales persons Friends Some other

INTERPRETATION:From the above table and graphs representing that 100 respondents reveals that 30%,of them are friends , 38% of them are sales persons , 21% are some other ‘s and finally 11% are adds . Influenced the. Purchased on car in their friends are the main motivators.

Q5. How is their complaints handling?

Sample 100

Excellent 35

Good 30

Average 20

Poor 15

Excellent Good Average P oor

40 35 30 25 20 15 10 5 0 1
Excellent Good Average Poor

INTERPRETATIONS:In the above table and graph representation among 100 responds reveals 35% of Excellent 30% good in handling the complaints, 20% are the average and remaining 15% are poor in complaint handling.

Q6. How is VARUN MOTOR delivery system?

Sample 100

Excellent 27

Good 27

Average 33

Poor 13

Exc el Good

A vera P oor

35 30 25 20 15 10 5 0 1
Excellent Good Average Poor

INTERPRETATION:From the above table and graphs observe that among 100 responding reveals 27% are excellent 27% are good, 33% are average, and finally 13% are Poor, opinion of them varun motors services are good.

Q7 what is overall satisfaction level with VARUN MOTOR people? Sample Excellent Good Average Poor






Excellent Good A verage P oor

40 35 30 25 20 15 10 5 0 1 Excellent Good Average Poor

INTERPRETATION:From the above table and graphs observe that among 100 responding reveals 32% are excellent 38% are good , 17% are average , 13% are poor opinion of them varun motors services .

8. How is their response towards you entering in to the office? Overall satisfied Excellent Good Satisfied No of customers 24 48 28 Percentage 24 48 28




1st Qtr 2nd Qtr 3rd Qtr 4th Qtr

5 0 4 5 4 0 3 5 3 0 2 5 2 0 1 5 1 0 5 0 1 2 Een x le cl t Gd o o Arg va e e

INTERPRETATION:From the above table and graphs observe that among 100 responding reveals 24% are excellent 48% are good , 28% are average , them varun motors services are good. opinion of

9. What is overall satisfaction level with VARUN MOTOR people? Longue facility Excellent Good Average Poor No of customers 12 24 64 --Percentage 12 24 64 ---

No of customers

Excellent Good Average

7 0 6 0 5 0 4 0 3 0 2 0 1 0 0 1 2 Ec l et xe n l Gd o o A rg v ae e Po or

INTERPRETATION:From the above table and graphs observe that among 100 responding Reveals 12% are excellent 24% are good, 64% are average totally the Longue facility is average

Q10. How is their lounge facility?

Sample 100

Excellent 15

Good 23

Average 30

Poor 32

Excellent Good Average Poor

35 30 25 20 15 10 5 0 1 Excellent Good Average Poor

INTERPRETATION:From the above table and graphs observe that among 100 responding reveals 15% are excellent 23% are good, 30% are average and 32%totally the longue facility is poor.

Q11. What do you rate the following features:



Poor 17 27

Moderate 38 20

Satisfactory Excellent 30 30 15 23

Transaction 100 Repair ability Spare parts Time bounding 100 100 100

26 17

27 30

30 17

17 36


Transaction From the above table and graphs observe that among 100 responding reveals 15% are excellent 30% are good , 38% are average , and finally 17% are poor , opinion of them varun motors services are good.

Reparability facility From the above table and graphs observe that among 100 responding reveals 23% are excellent 30% are good, 20% are average and 27% are poor in reparability facility is to be good. Spare parts facility From the above table and graphs observe that among 100 responding reveals 17% are excellent 30% are good , 27% are average and 26% are poor in this spare parts facility may be satisfied. Time bounding facility From the above table and graphs observe that among 100 responding reveals 36% are excellent 17% are good, 30% are average, and finally 17% are poor overall time bounding facility may be good

Q12. Was time loaner car provided to you?

Sample 100

Yes 78

No 22

Yes No

90 80 70 60 50 40 30 20 10 0 1

INTERPRETATION: In the above graph reveals that time loaner car provided by the varun motors are 78% are YES and 22% are NO probably time loaner is good. Q13. Explanation of work done & changers at the time delivery? Sample 100 Excellent 23 Good 30 Average 25 Poor 22

Excellent Good Average Poor

35 30 25

20 15 10 5 0 1

Good Average Poor

INTERPRETATION: -From the above table and graphs observe that among 100 responding reveals 23% are excellent 30% are good, 25% are average and 22% are poor work done & changers at the time delivery is to be good.


MANAGEMENT” in Varun Motors Pvt. Ltd., divided into 4 Chapters.

The first chapter deals with Introduction of the industry, Scope of the Study, Objectives, Methodology, Limitations. In the Introduction of the Automobile Industry. The situation

Prevailing during the Last decade, and the opportunities are discussed. After the Liberalization concept was introduced, there was huge growth in the Automobile market, and at the same time there is cut-throat competition prevailing. At present there are many companies in India, it gives a detailed history of automobiles different car segments and what are the new cars there are going to launch. Not only has that it given the full details of By 2010 the Varun the brand Zen such as its features and facilities.

Motors will becomes one of the top most five car makers in the world. The Objectives are to • To Measure the Impact of brand awareness, to measure the potential customers • To measure the sales potential of Maruti Zen cars in cities like Vizag • To measure the attributes and benefits which influences the customer’s decision? Limitation for the study is: • Duration of two months which is not sufficient. • Confidential information is not available for an in depth study

In the Second Chapter, it gives Industry Profile and Company Profile. In this Company Profile it gives the details of all the directors and also awards achieved. In Second Chapter it also gives the details of the Varun Motors Pvt. Ltd. Passenger can have wide range for marketing Varun Motors is having comprehensive efficient range or marketing. This is one of the best show rooms in India Varun Motors offer the Full range of cars of Maruti from small cars like Zen, ALTO and Swift etc. Varun Motors is a leading player in cars distribution. brand image. many parts of Andhra Pradesh FINANCIAL PERFORMANCE: The Company is getting good sales and turnover. gradually increasing. promotional strategies the company follows. least the consumer. The sales are Its turn over in is 32 cores. We discussed about the It is an essential marketing It has its own

Width and depth of distribution through their branches in

tool. A firm practices promotional strategies to face the competition and at Firm’s promotional strategy depends on the situation and has to change according to the market situation. The objectives of promotional strategy are to promote sales, profits and create awareness. The purpose of promotional strategies is achieving growth sales increases in profits, meeting competition, creating awareness in customers. PROMOTION TOOLS • ADVERTISING


And evaluating various promotional tools.
The Third Chapter deals with the concepts of “Brand Awareness”. And it also deals with brand image, strengths and preferences of awareness. It covers the various existing Maruti brands namely 800, Zen, Alto, and Swift. And only this third chapter also gives what are the advantages to the seller and buyer by this Brand Awareness. And Nine Strengthens for Brand Awareness and Preferences. In this chapter interpretation and analysis part. Containing all the data is analyzed and also represented in graphical method. The Fourth Chapter deals with the summary of the topic. brief conclusion of the above three chapters. glance. It gives

It also includes summary,

findings and suggestions, which give the entire idea of the topic studied at a

The following details can be inferred after analysis with a simple size of 100, which included customers, by questionnaire method to find out the brand awareness towards Zen with reference to MARUTI.


Most of the customers relating to Maruti belong to the category of employees as they occupy 30% of the entire customers. The next to them industrialists will come as they occupy 24% of the customers.

2. 3. 4. 5. 6.

Most of the customers have bought the car 2 years back. The promotional strategy of Maruti is advertisements of which electronic media and by press is playing a vital role. Out of the models of Maruti the most popular brand is Zen because it is possessed by 45% of the customers. Most of the customers are aware of educational programs that are being conducted by Maruti to the maintenance of the car. Though the customers are having good awareness levels regarding the programs being conducted by Maruti they are not attending the programs because of various reasons.


The customers find some problems regarding the mileage of Zen while comparing with the remaining models.


Sri Varun Motors Pvt. Ltd. may maintain the stock of spares of all brands of Maruti Four Wheelers so that it does not cause any inconvenience to the Customers.

• The charges for servicing the Four Wheelers may be slightly reduced

Some of the people are facing problems with mileage which should be rectified

• As a promotional measure of Sri Varun Motors Pvt. Ltd. may increase free services camps. loyalty.

This will increase Customer’s

A few more service stations smaller in size may be set up in areas where there is more demand which will satisfy more customers of all areas.

• As per the study after sales service, cleaning and servicing vehicles should be given importance and improved.

Care should be taken to see that delivery of new cars as well as serviced car should be in time.

• Customers are expecting some complaints during the delivery of car. Hence, such items may be given to improve to Customers Satisfaction.



01. Occupation? A) Business A) Alto lxi A) Before 1year A) Adds A) Excellent A) Excellent A) Excellent A) Excellent A) Excellent A) Excellent B) Profession B) WagonR B) Before 2year B) Sales person B) Good B) Good B) Good B) Good B) Good B) Good C) Employee C) Swift C) before 3 year C) Friends C) Average C) Average C) Average C) Average C) Average C) Average D) student D) Maruti 800 D) Till now D) some others D) Poor D) Poor D) Poor D) Poor D) Poor D) Poor 02. What is the model purchased by you? 03. How long do you using the car? 04. Who influenced you to purchase a car? 05. How is their complaints handling? 06. How is VARUN MOTORS delivery system? 07. Your overall opinion on the VARUN MOTORS service people? 08. How is their response towards you entering in to the office? 09. What is overall satisfaction level with VARUN MOTORS people? 10. How is their lounge facility?


TIME BOUNDING 12. Was time loaner car provided to you? A) Yes A) Excellent Suggestions if any, NAME : B) Good B) No C) Average D) Poor 13. Explanation of work done & changers at the time delivery?


Text Books:

Marketing Management


Philip Kotler

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