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CONTENTS

Title
COMPANY PROFILE DEALER PROFILE CORPORATE BRIEF OBJECTIVES METHODOLOGY LIMITATIONS CONSUMER PERCEPTION STATISTICAL ANALYSIS TECHNICAL SPECIFICATIONS CUSTOMER BENEFITS OF MARUTI ALTO FINDINGS SUGGESTIONS QUESTIONSNNAIRE CONCLUSION BIBLIOGRAPHY

COMPANY PROFILE

The company Maruti LTD was incorporated under the provisions of India companies act 1956 on June 14, 1970 on October 30, 1980 The Central Legislature (parliament) of India passed the Maruti Limited act 1980, which acquired the under taking of the aforesaid company. On February 24, 1981 Maruti Udyog Limited was incorporated under the Indian Companies Act 1956, as a government company for modernization of Indian automobiles industry and production of fuel efficient vehicle Maruti Udyog Limited is a joint venture of Complaint no-1 and complaint no-2. Complaint no-1 in this administrative proceeding is a company registered under Indian Companies Act 1956 and complainant no-2 is a corporation duly organized under the laws of Japan The trade marks Maruti and Suzuki join to form a hybrid trade mark. Maruti Suzuki which represents both the complaints. The side parties entered into a license agreement and a joint venture agreement in terms of the said license agreement and subsequent license in relation to various model of vehicles the trade mark Maruti Suzuki is to be displayed dominantly on all products manufactured.

The trade mark of Maruti is duly register with respect of vehicles, bus bodies, auto mobile parts and fittings, under the

Indian trade and merchandise Marks Act 1958, since October 25, 1976. It has also applied for the registration of the trade mark Maruti and Wing Device in class four in respect of industrial oils, greases and lubricants and the trade mark Maruti in class 9 with respect to audio systems for vehicles under the Trade Mechandise Marks Act 1958. The trade mark Maruti and the logo of wing device with word mark MARUTI underneath is also registered under the relevant trade mark laws in nineteen countries like India, Poland, Italy, Srilanka, Australia. etc., The trade mark Suzuki is registered under the trade mark laws in 90 countries like Japan, Argentina, France, Singapore, Australia, Denmark, Switzerland, Sweden, Romania etc., The complainants have used the mark Maruti Suzuki since a very long time, Since December 1983, till date, 2.9million vehicles including the domestic sales and export to 36 countries across the world are using the said trade mark. Since 1983, they expended enormous amounts of money in publicizing and promoting their trade marks.

HISTORY
Mr. Walchand Hirachand Seth and Mr. Ghanshyamdas Birla are the Pitamans of Indian car industry. Mr. Walchand

Hirachand started Premier Auto-mobiles Ltd. (pal) in 1942, followed by Mr. Ghanshyamdas Birla in 1942 who registered Hindustan Motors (HM) at Vadodara and started its first plant at Okha, Gujarath. There were those kinds o plants where machines and spare parts were being imported and were fixed into the body made in India in 1944. Mr. Walchand Hirachand promised to make 100% Indian cars as soon as possible. But after independence Jawaharlal Nehru protected him from doing so due to his socialist mindset and being fasinated by Russia (though he himself had many cars at that point of time!) the credit for making 100% Indian cars can be given to the great Mr. J.R.D. TATA and TELCO who manufactured TATA Estate which was launched in 1998 and was priced 4.22 lakh. In the era of licensing i.e. after 1950 s for every car manufactured in India minimum rupees 25000/- had to be paid as premium on the market price, they used to be a rush for obtaining a car. In the year 1980, Mr. SANJAY GANDHI forced Mrs. INDIRA GANDHI to start an mobile auto company to manufactures 100% Indian car. The opposition didnt let the parliament work on this issue and boycotted the parliament. Mr. ARUNSHOURIE (who is the diverstment minister at present) criticized Mrs. GANDHIS government for Sanjays venture and termed.

Maruti as MAAROT and stated that Mrs. Gandhi would have to cry for Sanjays venture. After regorous opposition M.U.L saw its dawn in 1981 after collaboraton with Suzuki motors of Japan.

In 1983 MUL announcd a launch of its first model M800, by 1984, Deposit worth Rupess 10000/- (paying interest rate 7%) was collected per car registered; in just 6 months they collected a whopping deposit worth rupees 135 crores. The first lot of 20,000 cars was on the road by 1984(which gave astiff competetion to models launched by PAL and HM) the public got fascinated by M-800 instantly. As the cars manufactured werent able to meet the demand (for eg., if I had booked a car in 1985, 1 used to get the delivery of it in 1987 or 1988), M-800 gave a new side business. Whoever was alloted the car, sold it at a minimum premium of Rs 10000/-, minimum 25% of cars manufactured were sold in this fashion and so the motto to stop charging premium from customers wasnt successful it became a business for all, whether the person was a middle class person or a rich person, everyone wanted to earn profit out of it, a lucarative business was handy (similar incidents have been noticed for Mahad in Mumbai and NaviMumbai). And so, the MUL started running and simultaneously the business attached to it till 1994; now came the period when the private players became aggressive. PAL collaborated with FIAT MOTORS, HM with GM, TELCO with DAIMLER CHRYSLER, MAHAINDRA & MAHINDRA WITH FORD MOTORS, etc.

AT PRESENT Prior to private players becoming aggressive and foreign companies entering the India market, MULS market share used to be 80% which at present is 60% Since lost 5years, MUL has been able to maintain its 60% market share. Its has 2000 plus strong dealer net work and authorized service station all over India. Spare parts of all the models are easily available

and that too they are available in Leh. Ladakh. Turnover is heading towards Rs. 100 billions. In January, 02 the auditors of the company and financial analyst calculated its net worth share at Rs. 3180/- having a face value of Rs.100/- per share now, lets take a quick look at the models launched by MUL. M-800 Launched in 1984, have already been sold in millions; serve the need of middle class Indians. A brand new air conditoned care just at Rs.2,50,000/- though having lot of cons such as lack of enough leg room, no lumbar support, etc. has enough pros to attract middle class Indians. ZEN Launched in 1994 having 999cc engine was highly acknowledged in GENEVA AUTO SHOW held in 1998, for giving world class facilities at a very low cost. Draw backs of M-800 cant be found in this car. Zen can be found running on European roads though in smal numbers, successful in Europe due to its cost competitiveness and providing world class facilities at such a low cost

ALTO
Launched in 2000 and 2001 respectively, ranks 3rd (Alto) in terms of sales. Alto was launched in eight different colours with engine capacity of 796cc. It is launched with an attractive logo ALTO Lets go. It is the most fuel efficient car. The different models in Maruti alto are ALTO, ALTO lx, ALTO lxi, ALTO xfun. It is successful in India due to its cost competitiveness, fuel efficiency and providing world class facilities at such a low cost.

WAGON R
Launched in 2000 and 2001 respectively. Its is successful with its spaciousness. A4-seater car having the capacity of 1061cc. and giving 16kmp1 as a mileage. It mesmerizes with its performance having 16-valve, 64bhp of engine control and maximum power respectively.

GYPSY
Not so successful as sports utility vehicle. It gets hungry very fast compared to other SUVS available and has many other drawbacks.

ESTEEM (a modified version of M-800 launched in 1992)


Launched in 1994 a mid-size car was highly sold car prior to private players entering in this segment, but now a failure is still able to find customers due to low price and strong dealer network.

BALENO
Launched in 2000 a kind of mid size luxury car isnt up to the mark. Doesnt satisfy the term luxury, so can called a complete failure.

DEALER PROFILE

DEALER PROFILE
M.S.A Motors authorized Maruti dealer is a registered firm under partner-ship Act the firm is managed by one Mr. SHAHED ALI KHAN, Managing Director. There are

3partners in the firm. The other 2 partners are MASOOD ALI KHAN AND AHMED ALI KHAN. M.S.A Motors, authorized dealer in sales, spares and service was commenced in the year 1998 in May 5.Dealership franchise was awarded to this firm for the Districts of Kurnool, Ananthapur, Cuddapah and Mahaboobnagar. The name M.S.A Motors is synonymous for customer service they have established a reputation for clear business.

CORPORATE BRIEF

CORPORATE BRIEF
The proof of Marutis successful fig lit back lies in the fact that it has today 62% of the small car segment which accounts for 80% of the Indian passenger car market. The story about a doting mothers determination to fulfill her head strong sons obsession leading to the genesis of Maruti Udyog Ltd. Indias leading car maker today, is a

familiar one. Not so well know, even to the top echelons at Maruti, is how a play on ego enables Suzuki to be associated with Maruti. When the Indian team visited Japan back in the early 1980s in its hunt for a collaborator fledgling Maruti, its eyes were on the biggies like Toyota, Nissan and Honda. Suzuki motor corporation was then a minor player in a four-wheeler league, its maintain strength being in two-wheelers. The gaints had their top boses present during the initial introduction phase with the Indian team. The constant presence of the top gun had two effects on the Indian team members- it subtly messaged their egos and also convinced them about the sincerity of Suzukis bid. Ego or no ego, the Indian teams choice of Suzuki as a partner for Maruti was, in hindsight, a very perspicacious move. In order to prove that it was the right choice despite being a relatively small and unknown player, Suzuki went out of its way to ensure that Maruti was a success No doubt, the government connection (and the all-powerful doting mother) was a help to Suzuki in such matters as import clearances for manufacturing equipment (a sore point with the Indian machine tool industry then), obtaining land for the factory and excise tariffs. But, it cannot be gain said that Suzuki consciously nursed Maruti through its infancy. The results are there for all to see. Maruti has made profits in all the past 20 years since inception, barring 2001. It has today over 50 percent share of a highly competitive Indian car market and exports the largest number of cars to the developed countries of western Europe. Last year (2002-03), it sold 3.62 lakh cars and the figures for the first of indicate the total sales for 2003-2004 may touch 4.50 laks. Exports have grown a phenomenal 98% during April - October by this year to cross 22,400units.

It is not just new processes or product technology brought in by Suzuki that made Maruti different What Suzuki brought to the table was a whole new manufacturing culture that included participative management, team work, communication and information sharing, open office system, Kaizen (continuous improvement), multi skilling of operators, common canteen and uniform, flat hierarchy, immaculate house keeping ( the famous Japanese 5s way), bottom - up innovation, in - line quality assurance processes and widespread quality circle movement. No doubt, many of these characteristics had been mentioned about earlier in India as relating to typical Japanese manufacturing culture but Maruti was the first Indian company where the practices were actually implemented from top to bottom. The Maruti factory at Gurgaon, near Delhi can be culture shock for a visitor, not a wet or oily patch to be seen, no shavings or cuttings strewn on the floor, all tools and parts and stock-in-progress neatly in place, gauges free of dust, piping sans leaks, cover plates all in place, no peeling paint on the machines, walkways clearly marked, adequate lighting and a clean atmosphere- that is the scene. Infact, the manufacturing process instituted at Maruti, although comprising such hi-tech equipment like transfer line presses and CNC machines, was a far cry from the level of automatons and robotisation in use in leading car factories around the world then. The first product- the Maruti 800- was no great shakes in automobile technology, being based on a model introduced in Japan in the late 1970s It would do other Indian companies a lot of good to send their engineers and workers to visit the Maruti factory and

check for themselves how a factory cab be as spick and span as a hospital. All this helped Maruti in becoming what the other Indian car companies then were not - the manufacturer of a low - cost, high - quality family car in large volumes which broke the entry level barriers to car owning in India and turned the automobile market in the the country into a mass market. Perhaps, the Maruti 800 is the cheapest mini in the world at present. To achieve this, Maruti has taken recourse to low cost automation-a sort of halfway house between manual methods and robotisation. This substantially improves productivity and reduces operator fatigue without heavy capital expenditure. These 100-odd low cost automation projects were developed in-house data fraction of the costs involved had the systems been bought from outside.

The cost of developing the system was a mere Rs.5laks, compared 35laks for purchasing a robot to do the same task. The payback on the investment was just one year. A few years ago, when the Koreans and then Tata Motors, came in with their sophisticated entry level models, Maruti which had only the relatively dated M 800 in its arsenal, began losing its market share, which rapidly slipped from an over whelming 70 per cent to below 40. Observers started wondering whether Maruti would suffer the fate of the single morsel Hindustan Motors back in the 1980s. However, the flexibility of its manufacturing line and intimate association with local component vendors, Maruti

was able to rapidly bring into the Indian market a large number of more contemporary models available in the suzuki stable and effectively counter the Korean offensive. The proof of Maruti successful fight back lies in the fact that it has today 62% of the small car segment which accounts for 80% of the Indian passenger car market.

OBJECTIVES

OBJECTIVES
1. To know the market share of Maruti motors. 2. Consumer awareness of Maruti.

3. Customer satisfaction of Maruti udyog limited. 4. Comparission with rivalries of Maruti. 5. Maximum users of Maruti Alto.

METHODOLOGY

METHODOLOGY
In the present study the required information is collected by the Random Sampling Method. A questionnaire was developed for the purpose of collecting primary data relevant to the objectives of the study. The Researcher has selected a sample area, sample size according to the experts opinion.

The sample area was restricted to Kurnool town of AP. only and the sample size selected for the survey is 100 customers. A: PRIMARY DATA COLLECTION: For collecting primary data researcher uses the close ended questionnaire. The questionnaire consists of questions relating to various aspects of the study. Direct interview technique is used to get the required information from the respondent. For proper data collection, the questionnaire is divided into 3 sections, The first section of the questionnaire is prepared mainly for collection the personal information about the customer.

The second section of questionnaire is to collect the information about Maruti ALTO ie. features which attracted them to buy, mileage and rating of Maruti ALTO. The third section of the questionnaire is meant to know the vehicle preferred by the customer to Maruti ALTO and suggestions to improve Maruti ALTO. B. SECONDARY DATA COLLECTIONS:

Data pertaining to the company is collected from the catalogues and companys brochures. The company profile gives a detail report of the past records of the organization. SCOPE OF THE STUDY: The scope of the study of the present work is confined to Consumer Perception of Maruti ALTO The source of the data for study was primary in nature. A comprehensive questionnaire was developed for that purpose. The use of the secondary data from various sources was also made. For interpretation of data. Averages, percentages, piediagrams and bar diagrams have been applied.

LIMITATIONS

LIMITATIONS
1. The survey was conducted only in Kurnool town and hence it reflects the attitudes of people of this area and not the total market.

2. Time was not sufficient enough to carry on the research work satisfactorily as we were given only a month period otherwise the work would have been satisfactory. 3. Research work needs a lot of statistical work, collection, tabulation and interpretations we are not experienced in this field we were unable to draw necessary results. 4. Another important limitation is the bias of the researcher and customer.

CUSTOMER BENEFITS OF MARUTI ALTO

Customer Benefits of Maruti ALTO


1. Maruti ALTO is the single choice when it comes to a value for money Car. Of unbeatable purchase price and its lowest cost per kilometer. 2. The McPherson stunt suspension (frontonly) gives a smooth

ride even over the roughest road. 3. Slim dimensions and a tight turning radius of just 4.4m guarantee amazing Manoevrability, making it easier for you to negotiate sharp corners, narrow lanes and park in tighter spaces. 4. The well designed dashboard has easy-to read, easy-to-ate-oper controls and a new-look speedometer dial. 5. Safety features like high mount stop lamp, collapsible steering column, rear seat safety belts and quick impact rakes ensure complete peace of mind and secured driving. 6. The plush, flexible seats can comfortably fit your passengers as well as your luggage. 7. Amazing cooling power of Maruti ALTO S Air conditioning even on the hottest of days. 8. Where ever you go theres a Maruti workshop close to you. 9. Availability of spare parts is good which is another encouraging factor.

FINDINGS

FINDINGS
1. Maruti ALTO is mostly preferred by doctors. 2. Mode of purchase is by cash and installment. 3. Price of vehicle is considered reasonable.

4. The features mainly attracting the customers are cost, maintenance and mileage. 5. The major influencing factors on the customers to purchase the vehicle is family and then advertisement. 6. Mileage given by Maruti ALTO is 18-20 kmph. 7. Santro and Indica V2 are preferred by the customers to Maruti ALTO. 8. After sale services are satisfying customers. 9. It is equally used for the both general and professional use.

SUGGESTIONS

SUGGESTIONS
1. Space to place the Luggage should be improved. 2. Lighting system must be improved.

3. More advertising at company and deals level can help to in crease to sales. 4. Steps can be taken to increase the size of the vehicle. 5. Door system should be changed. 6. Height system should be improved. 7. Brake system should be improved. 8. A/C should be improved. 9. Slight provisions to improve mileage of vehicle. 10. Model should be changed.

QUESTIONNAIRE

Consumer perception on MARUTI ALTO QUESTIONNAIRE

PERSONAL DATA:-

NAME Age Gender Occupation Address

: : : : : ********************

1. Monthly Income a) 10000-15000[ ] b) 150000-20000[ ] c) Above 20000[ ] 2. Number of members in the family. a) Three [ ] b) Four [ ] c) Five [ ] than Five [ ] 3. Do you have a Maruti ALTO? Yes ( ) d) More No ( ).

4. Did you own any other four wheelers before buying Maruti ALTO ? Yes ( ) No ( ). If yes, Specify:_____________. 5. What do you use the vehicle for? ______________. 6. Mode of purchase? a) Cash [ ] b) Installment [ ] 7. Price of vehicle a) High [ ] b) Reasonable [ ] c) Low [ ]

8. What features attracted you to this car? a) Cost [ ] b) Model [ ] c) Maintenance [ ] d) Mileage [ ] 9. Who motivated you to buy this Maruti ALTO? a) Friends [ ] b) Family [ ] c) Advertisements [ ] Mechanics [ ] d)

10. What is the actual mileage given by Maruti ALTO? _________ 11. Features of Maruti ALTO a) Pickup b) Brake system c) Look d) Mileage e) Speed f) Lighting g) Maintenance h) Dealer Service Excellent [ ] [ ] [ ] [ ] [ ] [ ] [ ] [ ] Good [ ] [ ] [ ] [ ] [ ] [ ] [ ] [ ] Average [ ] [ ] [ ] [ ] [ ] [ ] [ ] [ ] Poor [ ] [ ] [ ] [ ] [ ] [ ] [ ] [ ]

12. Would you recommend Maruti ALTO to your friends and relatives? Yes [ ] No [ ] 13. Where do you Service your vehicle? a) Authorized sevicing centre [ ] b)Local work shop [ ] 14. Which vehicle do you prefer to Maruti ALTO? a) Indica [ ] b) Santro [ ] c) Zen [ ] d) Getz [ ]

15. Since how long have you been using this car? a) 1 Year [ ] b) 2-3 Years [ ] c) 3-5 Years [ ] d) More than 5 Years [ ] 16. Do you think that the advertisements of Maruti are influencing the customers? Yes ( ) No ( ). 17. Are you satisfied with the after sales services?

Yes/ Satisfactory/ No. 18. Availability of spares is ___________. 19. Suggestions to Maruti ALTO: 1)____________________________________________________ 2)____________________________________________________

Thanking You, Respondents Signature,

CONCLUSIO N

CONCLUSION

The study was useful in understanding the consumer perception of Maruti ALTO. Launching new formulations can make Maruti ALTO the pioneer in the market of cars. Maruti ALTO is Indias best loved car, an achievable dream. It is the most attractively priced car. Maruti ALTO is Indias largest selling car. Sales promotional activities and advertising at the company and dealer level should be improved.

BIBLIOGRAPHY

BIBLIOGRAPHY
MARKETING MANAGEMENT PRODUCT MANAEMENT PHILIP KOTLER RAMANUJ MAJUMAR

BUSINESS WORLD BUSINESS TODAY THE HINDU


www.marutialto.com

STATISTICAL ANALYSIS

DIAGRAM SHOWING THE CUSTOMERS RESPONSIVE TO THE PRICE

Price Reasonable High Low

No. of customers 78 22 0

% of customer 78 % 22 % 0%

80 60 40 20 0

78

22

78%

22%

0 Low

0%

Reasonable

High

DIAGRAM REPRESINTIG EXTENT OF INFLUENCING THE FACTORS

Category Family Friends Advertaisment Mechnics

No. of respondents 23 25 38 14

% of respondents 23% 25% 38% 14%

N . o re p n e ts o f sodn 1 4

2 3

3 8

2 5

MILEAGE

Mileage 13-16 16-19 19-22

No. of respondents 37 53 10

% of respondents 37% 53% 10%

60 50 40 30 20 10 0

53%

37%

53 37 10% 10

13-16

16-19

19-22

DIAGRAM RESPONDING PREFERENCE OF A SERVICE AT DIFFERENT CENTERS

Center Authorized Service center Local work shops

No. of respondents 85 0 15

% of respondents 85% 0% 15%

N o re o. f sponde nts

15 0

85

DIAGRAM REPRESENTATIG THE NEXT PREERED CAR

Vechicle preferred Indica Santro Zen Getz

No. of respondents 17 25 48 10

% of respondents 17% 25% 48% 10%

50 40 30 20 10 0
17% Indica 25% Santro 17 25

48

10

48% Zen Getz

10%

RESPONDENTS RATING OF MARUTI ALTO

Features Pick up Brake system Look Mileage Speed Lighting Maintenance

Excellent 25 20 30 10 15 20 20

Good 45 55 60 70 55 60 45

Average 20 15 10 20 20 15 25

Poor 15 10 00 00 10 05 10

100

120

Dealers service level

Pi ck ra ke up sy st em Lo M ok

5 15

60

20

ile ag e Sp ee d Li gh D ea Ma tin in le g te rs s e na n rv ce ic e le ve l

15 20 0 10 020 1015 10 20 10 25 5 15

60

45

20

Average 20

60

45 55 70 55

20 25 30

40

60

80

15

Good 10

Excellent 20

20 60 15 05

Poor

TECHNICAL SPECIFICATIONS

TECHNICAL SPECIFICATIONS

Specificatio ns
Weight Kerb weight Gross weight Engine Swept volume Engine type No. of cylinders Engine control Maximum power Maximum torque Transmission Suspension system Front Rear

Alto
720 kg 1165 kg 796 cc FC engine,4 values percylinder MPFI 3 32 bit computer 47 @ 6200 rpm 62NM@3000rp m 5 speed, all synchromesh, manual

Alto lx
735 kg 1165 kg 796 cc FC engine,4 values percylinder MPFI 3 32 bit computer 47 @ 6200 rpm 62NM@3000rp m 5 speed, all synchromesh, manual

Alto lxi
735 kg 1165 kg 796 cc FC engine,4 values percylinder MPFI 3 32 bit computer 47 @ 6200 rpm 62NM@3000rp m 5 speed, all synchromesh, manual

Mcpherson strut with torsion type roll control device Coll spring gasfilled shock absorbers with three-link rigid

Mcpherson strut with torsion type roll control device Coll spring gasfilled shock absorbers with three-link rigid

Mcpherson strut with torsion type roll control device Coll spring gasfilled shock absorbers with three-link rigid

axle and isolated trailng arms Seating Captacity Tyres Tyres size Dimensions Overall length Overall height Wheel base Tread Front Rear Minimum turning radios Ground clearance 1295 mm 1290 mm 4.6m 160mm 3495 mm 1460 mm 2360 mm 145/80r 12 5 persons

axle and isolated trailng arms 5 persons 145/80 r 12 3495 mm 1460 mm 2360 mm 1295 mm 1290mm 4.6m 160mm

axle and isolated trailng arms 5 persons 145/80 r 12 3495 mm 1460 mm 2360 mm 1295 mm 1290mm 4.6m 160mm

COLOURS AVAILABLE
MIDNIGHT BLACK BRGHT RED SUPERIOR WHITE CARIBBEAN BLUE BRILLIANT YELLOW WINE DEAD PEARL SILVER