A STUDY OF MARKETING STRATEGIES OF

BY PRATHAM JUNEJA
BBA-B
TH
4 SEMESTER
ROLL NO.113

ACKNOWLEDGEMENT
We wish to express our sincere thanks to
Prof. Mr. SANJAY MANOCHA, FACULTY- BHARATI
VIDYAPEETH
UNIVERSITYS
INSTITUTE
OF
MANAGEMENT AND RESEARCH for giving us the
opportunity to work on the marketing plan of a company.
This has given us the insight of how the various theoretical
concepts are applied in an organization. I got the
opportunity to do a challenging project in MARUTI
UDYOG LIMITED. The project is the important part of our
study and gives us a real practical exposure to the
corporate world.
I also thank to Dr. Sachin S. Vernekar, Director,
BHARATI VIDYAPEETH UNIVERSITY INSTITUTE OF
MANAGEMENT & RESEARCH for giving me chance to
get such an experience and giving me chance to get an
industrial experience.

INDEX
S.No. Topics

Page No.

1.

Introduction

1.1

Indian Automobile Industry

1.2

History

1.3

Overview

2.

An Introduction to Maruti Udyog Ltd.

14

2.1

Products of Maruti Suzuki

16

2.2

Competitors of Maruti Udyog Ltd.

18

3.

Competitors of Maruti Suzuki Swift

20

4.

Marketing Mix

21

5.

Swot Analysis

25

6.

Research Methodology

37

6.1.

Objectives of the Study

40

6.2.

Data Collection Tools

41

6.3.

Limitations

42

7.

Analysis

43

8.

Conclusions & Recommendations

47

9.

Annexure

48

9.1.

Bibliology

48

9.2.

Questionnaire

49

INTRODUCTION

INDIAN AUTOMOBILE INDUSTRY

One of the major global automotive industries in the coming years. A number of
domestic companies produce automobiles in India and the growing presence of
multinational investment, too, has led to an increase in overall growth. Following the
economic reforms of 1991 the Indian automotive industry has demonstrated sustained
growth as a result of increased competitiveness and relaxed restrictions. The monthly
sales of passenger cars in India exceed 100,000 units

History
In 1953, the government of India and the Indian private sector initiated manufacturing
processes to help develop the automobile industry, which had emerged by the 1940s
in a nascent form. Between 1970 to the economic liberalization of 1991, the
automobile industry continued to grow at a slow pace due to the many government
restrictions. A number of Indian manufactures appeared between 1970-1980. Japanese
manufacturers entered the Indian market ultimately leading to the establishment of
Maruti Udyog. A number of foreign firms initiated joint ventures with Indian
companies.
Timeline of Indian automobile industry:

1897 First Person to own a car in India - Mr. Foster of M/s Crompton Greaves
Company, Mumbai
1901 First Indian to own a car in India - Jamshedji Tata
1905 First Woman to drive a car in India - Mrs. Suzanne RD Tata
1905 Fiat Motors
1911 First Taxi in India
1924 Formation of traffic police
1928 Chevrolet Motors

1942 Hindustan Motors

1944 Premier Auto Limited
1945 Tata Motors
1947 Mahindra Motors
1948 Ashok Motors
1948 Standard Motors
1974 Sipani Motors
1981 Maruti Udyog
1994 Rover Motors
1994 Mercedes Benz
1994 Opel
1995 Ford Motors
1995 Honda SIEL
1995 Reva Electric Car Company
1995 Daewoo Motors
1996 Hyundai Motors
1997 Toyota Kirloskar Motors
1997 Fiat Motors (Re-Entry)
1998 San Motors
1998 Mitsubishi Motors
2001 Skoda Auto
2003 Chevrolet Motors (Re-Entry)
2010 Suzuki Cultus
2012 Maruti Suzuki Swift [2005-2010] VXi

Following the economic reforms of 1991, the automobile section underwent

delicensing and opened up for 100 percent Foreign Direct Investment. A surge in
economic growth rate and purchasing power led to growth in the Indian automobile
industry, which grew at a rate of 17% on an average since the economic reforms of
1991. The industry provided employment to a total of 13.1 million people as of 200607, which includes direct and indirect employment. The export sector grew at a rate of
30% per year during early 21st century. However, the overall contribution of
automobile industry in India to the world remains low as of 2007. Increased presence
of multiple automobile manufacturers has led to market competitiveness and
availability of options at competitive costs. India was one of the largest manufacturers
of tractors in the world in 2005-06, when it produced 2,93,000/- units. India is also
largely self-sufficient in tyre production, which it also exports to over 60 other
countries. India produced 65 million tyres in 2005-13.

Overview
Pran Tiku (2010)on the subject of automobile industry in Indiaholds:
6

Indias car market has emerged as one of the fastest growing in the world. The number
of cars sold domestically is projected to double by 2010, and domestic production is
skyrocketing as foreign makers are setting up their own production plants in India. The
governments 10-year plan aims to create a $145 billion auto industry by 2016.
According to McKinsey, the auto sectors drive to lower costs will push outsourcing.
The auto sector could be worth $375 billion by 2015, up from $65 billion in 2002.
McKinsey thinks India could capture $25 billion of this amount. Out of 400 Indian
suppliers, 80 percent have the ISO 9000 certificatethe international standard for
quality management.

The production of automobiles in India is largely

aimed at local consumers. Several Indian
manufacturers also export a diverse variety of
auto components. Tiku (2012) predicts a sale of
4.2 million four wheeler automobiles in India by
2015. Indian passenger vehicle exports are also
expected to rise from 170,000 in 2011 to 500,000 in
2009. Indian automobile companies
The following are some of the notable Indian automobile manufacturers:
Company

Ashok
Leyland

Description

Product

Ashok Leyland is a commercial

vehicle manufacturing company
based in Chennai, India. In 1948,
Ashok Motors was set up in what
was then Madras, for the assembly
of Austin Cars. The Company's
18 seater to 82 seater doublename changed soon with equity
decker buses, 7.5 tonne to 49 tonne
participation by British Leyland and
in haulage vehicles, special
Ashok Leyland commenced
application vehicles, and diesel
manufacture of commercial
engines for industrial, marine and
vehicles in 1955. Ashok Leyland
genset applications.
has six manufacturing plants: a
plant at Ennore near Chennai, two
plants at Hosur (called Hosur I and
Hosur II, along with a press shop),
and the assembly plants at Alwar
and Bhandara.

Force Motors, formerly Bajaj

Force Motors Tempo, is a Pune-based
Ltd
manufacturer of a number of
commercial vehicles

Hindustan
Motors

Hindustan Motors is one of the

oldest Indian car manufacturers in
India. It is perhaps best known for
the Ambassador which has
remained virtually unchanged for
about 30 years. It is still very
popular as a taxi and is widely used
by Indian politicians.

The automotive section of

Mahindra started off when a first
batch of seventy five Utility
Mahindra &
Vehicles (UVs) was imported in
Mahindra
CKD condition from Willys in
Limited
1947. It presently manufactures
Jeeps along with agricultural
equipment and light trucks.

Maruti
Suzuki

Gas-cylinder carrier, copied from

3-wheel Vidal & Sohn TempoWerke (German) Hanseat; Matador,
a version of Hanomag van and
light-truck (1.5 tonne payload);
Tempo-traveller, Indian version of
Daimler-Benz T-1 transporters;
Man-Force Trucks, licensed
version of MAN AG trucks; and
UV's copied from Daimler-Benz.

Trekker (discontinued), Land

master (discontinued), Contessa
(discontinued)5th generation
Vauxhall Victor, and the
Ambassadora version of the
1950s Morris Oxford.

Armada (discontinued), Voyager

(discontinued), Bolero.
Commander, CL, MaXX, Scorpio,
and Mahindra and Mahindra
Classic.

Maruti Suzuki (formerly Maruti

800, Omni, Alto, Gypsy, Swift,
Udyog) was formed as a
SX4, WagonR, Versa, Zen Estilo,
partnership between the
Grand Vitara, and Swift Dzire.
Government of India and Suzuki of
Japan. It brought India its first
"affordable" car, the Maruti 800. It
is the biggest car manufacturer in
India and especially dominant in
the small car sector. Then it brought
out the Maruti 1000, made by
Maruti Udyog was the first ever
contemporary sedan-type car
launched in India. The car (which
Suzuki sold in other countries as the
Cultus/Swift/Geo Metro with a 1.3
L or 1.6 L engine) was introduced

in October, 1990. Sold at Rs.3.81

lakh, it was back then the costliest
car released in the Indian market.
Then the company replaced it with
Esteem and from those days on a
line of Suzuki cars rolled out in the
Indian market.

Walchand Hirachand started

Premier Automobiles Ltd. (PAL) in
1942. They assembled De Soto and
Plymouth cars in 1946 in
Premier
Padmini (discontinued), 118 NE
association with Chrysler from the
Automobiles
(discontinued), and Premier Sigma.
United States. They also
manufactured the Premier Padmini
which was a version of the Fiat
1100.

REVA

REVA Electric Car Co. is the

producer of the Reva (G-Wiz), an
electric car intended for use as a
City car. More REVAs have been
produced than any other currently
selling electric car and sales are
increasing. It is currently the
world's leading electric car
manufacturing company.

Tata Motors

Tata Motors, formerly known as

TELCO, is the largest automobile
manufacturer in India and
commands more than 70% of the
commercial vehicle market in India
and has also increased its share of
passenger vehicle market. It was
Indica, Indigo, Indigo Marina,
responsible for developing India's
Safari, Sumo, TL, and Tata Nano.
first indigenous vehicle, the Indica.
It has proved to be a success in the
market after initial quality
problems. The company also
exports the car to many countries.
Tata owns major stake in Jaguar
and Range Rover.

REVA (G-Wiz).

In addition to Bangalore-based Reva, which currently is the only company actually

selling EVs today, electric cars made in India includes:

Mahindra & Mahindra: Four-seat model by 2010.

Tata: 2008-2009 (Also possibly an air car).
Ajanta Group: clockmaker with plans for low-cost EV.
Tara: Low-cost EV less than a Tata Nano.
Hero Electric: 2013 Electric car.

Multi-national companies in India

Company

Description

Product

Audi

In January 2012, Audi started

production with the Audi A4 and A6
A4, A6, A8, R8, Q7, and TT.
at its factory in Aurangabad in the
state of Maharashtra.

BMW

BMW is a manufacturer of sport

sedans. BMW enjoys good brand
recognition in India. It has set up a
plant in Chennai, Tamil Nadu, to
3 Series, 5 Series, 6 Series, 7 Series,
manufacture cars locally
X3, and X5.
exclusively for the local market
with no plans for export. It set up
the plant to circumvent high import
duties.

Fiat

The Fiat Uno was one of the first Uno (discontinued), Palio, Palio Stile,
products to be introduced. The Fiat Siena (discontinued), Siena Weekend
Palio was later introduced and was (discontinued), Petra (discontinued),
initially a success with its style and Adventure, Fiat Bravosold in
ride comfort coupled with solid
collaboration with Tata Motors, Fiat
build but has slowly lost its sheen 500sold in collaboration with Tata
due to low fuel efficiency. Other
Motors, and Fiat Lineasold in
models were introduced such as the collaboration with Tata Motors.
Palio Weekend and Siena. Fiat tried
re-branding of the Fiat Siena to Fiat
Petra without much success. It
roped in Sachin Tendulkar as one of
its brand ambassadors. Even
Michael Schumacher appeared in an
ad for the Palio. It has entered now
into an alliance with Tata Motors to

10

jointly manufacture cars at its plant

in Ranjangaon, near Pune. The
facility will enable the two
companies to make about 200,000
cars per annum, and also house an
engine manufacturing unit with a
capacity of 250,000 units per
annum. The alliance will also see
Tata Motors use Fiat's diesel
technologythe 1.3 litre multijet
diesel enginefor its own vehicles.
The two companies also have a
distribution and service partnership.

Ford
Motors

Ford entered India in collaboration

Escort (discontinued), Ikon, Mondeo
with Mahindra & Mahindra in 1995
(discontinued), Endeavour, Fusion,
with a plant in Tamil Nadu. The
and Fiesta.
first model was the Escort.

General
Motors

Chevrolet has been a recognized

brand in India for several decades.
The model line-up consists of
vehicles from cheaper sister brands
like Daewoo. General Motors
initially entered India with the Opel Taverarebadged Isuzu Panther,
brand, but the Opel brand was
Forester (discontinued)rebadged
dropped in March 2006 because
First Generation Subaru Forester,
sales were at an all time low due to Aveosecond Generation Daewoo
high prices and General Motors
Kalos sedan, Aveo UV-Afirst
wanted to focus more on their
Generation Daewoo Kalos hatchback,
Chevrolet brand. Since the
Optrarebadged Daewoo Lacetti,
Chevrolet brand was introduced in SRVrebadged Daewoo Lacetti,
India, there have been no new Opel Sparkformerly Daewoo Matiz in
products. GM's Indian operations India, and Captivarecent launch in
were originally a JV between
India.
Hindustan Motors and GM, with
most of GM's vehicles assembled at
Hindustan's plant in Halol, Gujarat.
Since then, GM India is now wholly
owned by GM.

Honda

Honda Siel Cars entered India in

Accord, City, Civic, and CR-V.
1995. It sells 4 cars in Indiathe
City, Civic, Accord, and CR-V. The
manufacturing plant of Honda Siel

11

is located in Greater Noida. The

model of Accord sold in India is the
2003 model. The most inexpensive
car from HondaThe City. The
most expensiveThe Honda
Accord V6.

Hyundai

Santosecond generation Hyundai

Atos, Accentsecond generation
Hyundai Accent sedan, Sonatasold
When Hyundai entered India, the as the Sonata Embera, Vernathird
brand was virtually unknown in the generation Hyundai Accent sedan,
Indian market. But now Hyundai
Getzsold as the Getz Prime, Elantra
has good market because of its
3rd generation Hyundai Elantra
models like SANTRO, Accent etc. sedan, Terracan (discontinued),
Tucson, i10brand new small car,
global launch in India in 2007, and
i20.

RenaultNissan

Logan (in partnership with Mahindra

and Mahindra).

Mercedes-Benz has had to cater to

the ever gowning luxury segment in
India, especially after the arrival of
the other luxury German
manufacturers. Now, MercedesC-Class, E-Class, S-Class, ML-Class,
Mercedes- Benz cars are launched in India
SL-Class, CL-Class, SLK-Class,
Benz
soon after the worldwide launch
CLK-Class, GL-Class, and CLSand homologation as opposed to
Class.
earlier, when Mercedes-Benz had
monopolized the niche Indian
market. In 2007 they launched the
SLK-Class and CLS-Class.

Mitsubishi
Motors

Lancer - Sixth Generation Mitsubishi

Lancer, Cediaseventh generation
Mitsubishi Lancer, Pajerosecond
generation Mitsubishi Pajero,
Monterothird generation Mitsubishi
Pajero, and Outlander.

koda

Octavia, Superb, Laura, and Fabia.

koda Auto is an important car

12

manufacturer of India. It recently

launched the Laura; the Octavia still
continues to exist. koda also offers
the Superb in India but it's not too
popular.

Toyota

Toyota Kirloskar sells 4 car models

in India. It stopped producing the
Toyota Qualis to make way for the
Toyota Innova, which was launched
in India in 2005. The most
expensive car from Toyota is the
Land Cruiser Prado.

Qualis (discontinued)3rd generation

Toyota Kijang, Camry7th
generation Toyota Camry (the latest
generation Camry), Corolla9th
generation Toyota Corolla, Innova,
and Land Cruiser Prado VXlatest
generation Toyota Land Cruiser
(PRADO).

13

INTRODUCTION OF MARUTI
UDYOG LIMITED

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 of 11 brands, including Maruti 800,
Omni, premium small car Zen, international brands Alto and
WagonR, off-roader Gypsy, mid size Esteem, luxury car Baleno, the
MPV, Versa, Swift and Luxury SUV Grand Vitara XL7.
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, indeed its impact on the lifestyle and psyche of an entire
generation of Indian middle class, is widely acknowledged. Its
emotional connect with the customer continues
Maruti tops customer satisfaction again for sixth year in a row
according to the J.D. Power Asia Pacific 2005 India Customer
Satisfaction
Index
(CSI)
Study.
The company has also ranked highest in India Sales Satisfaction
Study.

14

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.
The company's service businesses including sale and purchase of
pre owned cars (TrueValue), lease and fleet management service for
corporates (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.
The company is listed on Bombay Stock Exchange and National
Stock Exchange.
The objectives of MUL then were:
Modernization of the Indian Automobile Industry.
Production of fuel-efficient vehicles to conserve scarce resources.
Production of large number of motor vehicles which was
necessary for economic growth.
Production / R & D
Spread over a sprawling 297 acres with 3 fully-integrated production
facilities, the Maruti Udyog Plant has already rolled out over 4.3
million vehicles. In fact, on an average, two vehicles roll out of the
factory every minute. And it takes on an average, just 14 hours to
make a car. More importantly, with an incredible range of 11 models
available in 50 variants, there's a Maruti Suzuki made here to fit
every car-buyer's budget. And dream.

15

OTHER PRODUCTS OF
MARUTI SUZUKI
MODEL
Maruti 800
Maruti 800 STD BS III

Maruti 800 AC BS III

Small

Omni

5 seater Maruti Omni

8 seater Maruti Omni

LPG Maruti Omni

Small

Maruti Alto
Alto
Alto Lx

Alto Lxi

Maruti Zen
Maruti Zen Lx
Maruti Zen Lxi

TYPE
Small

Mid-Size

Maruti Zen Vxi

Wagon R
WagonR
WagonR
WagonR
WagonR

Versa
5 seater

Mid-Size
Lx
Lxi
Vxi
Ax

Mid-Size

16

8 seater ( DX & DX2)

Maruti Esteem
Maruti Esteem Lx
Maruti Esteem Lxi

Maruti Esteem Vxi

Baleno
Baleno Sedan VXi

Mid-Size

Mid-Size

Baleno Sedan LXi

BIT ABOUT MARUTI UDYOG LTD.

17

COMPETITORS OF MARUTI UDYOG LTD.

18

COMPETITORS OF MARUTI SUZUKI SWIFT

19

1. HYUNDAI SANTRO 1.1 CRDI:

When Hyundai launch the Santros replacement in 2011, it will come
with the surprise addition of a 1.1 litre common rail diesel. Likely to
be the cheapest car on sale powered by a CRDi engine, this motor is
the new Accents CRDi unit less one cylinder. Incredibly powerful for
its

size,

this

1,120cc

engine

produces

whopping

75bhp.

Unconfirmed reports talk of overall figures, city and highway

combined, in excess of 20 kilometres a litre.
2. HYUNDAI GETZ 1.5 CRDI:
Not as attractive as the Swift, but more practical, with greater rear
seat comfort and more useable space, Hyundais diesel assault
continues up the range with its large hatch. The Getz will share its
motors with the new Accent/ Verna. Hyundai sell the Getz powered
by a detuned version of the new Accent motor in the European
continent, and its likely to be the case here as well. Producing
87bhp as against 108bhp, using two versions of the same engine
will help Hyundai get a handle on costs. The diesel Getz also
qualifies for excise sops, meeting both length and engine capacity
criteria.
3. TATA INDICA 1.3 MULTIJET:
By the time the larger new Indica is out, the Tata-Fiat tie-up will be
going full throttle. Tata will borrow engines from Fiat with, you
guessed it, the 1.3 litre Multijet being the engine of choice.
Thoroughly localised, cheaply assembled and very capable, it will
give the new Indica/ Indigo family a huge leap forward as far as
overall ability is concerned.

20

MARKETING MIX
4Ps OF MARUTI SUZUKI SWIFT

PRODUCT

PRICE

PROMOTION

PLACE

PRODUCT
Features:
The all-new Maruti Suzuki Swift is fully loaded with a range of
exciting new features. It's a perfect complement to your
evolved tastes and lifestyle. And the best way to take your
driving pleasure to a brand-new high.

European Styling. Japanese Engineering. Dream-Like Handling.

The new Swift is a generation different from Suzuki design. Styled with
a clear sense of muscularity, its one-and-a-half box, aggressive form
makes for a look of stability, a sense that it is packed with energy and
ready
to
deliver
a
dynamic
drive.
Its solid look is complemented by an equally rooted road presence
and class-defining ride quality. New chassis systems allow for the front
suspension lower arms, steering, and gearbox and rear engine
mounting to be attached to a suspension frame. You get lower road

21

noise and a greater feeling of stability as you sail over our roads with
feather-touch ease.
There are three variants of Maruti Suzuki Swift:
Swift LXi
Swift VXi
Swift ZXi
SWIFT LXI:
3 assist grips, 3 spoke urethane steering wheel, antenna, cabin light
(3 position), console box (lower), cup holders (front 2, rear1), front
door trim pockets, green tinted glass window, halogen headlamps,
headlamp levelling device, heater and manual Air conditioning,
OVRM (internally adjusted), rear fog lamps, wind screen wiper 2
speed plus 1 speed intermittent, tailgate opener key type, trip meter
(digital display), sun visors (both sides), brake assist , child lock
(rear door), high mounted stop lamp, power steering, rear seat belts
etc. are the features available in this model.
Swift VXi
Apart from the features found in other model, striking features of
this model are black coloured A & B pillars, 12v accessory socket in
centre console, day and night rear view mirror, door ajar warming
lamp, driver's seatbelt warning lamp, tachometer, driver's seat belt
warning lamp, vanity mirrors (sun visor co-driver side), rear seat
head restraints, fabric accented door trims, central door locking (4
door), front and rear electronic windows, front fog lamps, light off/
key reminder, manual air-conditioning, key not removed warning
buzzer, etc.
Swift ZXi
Special features that have made this model more market friendly
are rear window demister, rear parcel shelf, rear window wiper,
room lamp and luggage room, keyless entry, dual front airbags,
coloured outside door mirror cowls, coloured outside door handles,
12v accessory socket in luggage room, driver seat height adjuster,
central door locking (5 doors), seat belts 3-point ELR with shoulder
adjusters, seat belts front 3-point ELR with pretensioning, tailgate
opener electromagnetic type etc.
PRICE
Maruti is expected to take Hyundai heads on with the pricing of their
upcoming Maruti Suzuki Swift car. After launching cars for the
masses since so many years, Indias largest automobile
manufacturer is now targeting the premium segment with their
latest model from the Suzukis stable. The analysts predict the

22

pricing of this premium hatchback to start from Rs. 4 lakh.

This price range would practically rip apart Hyundais offering in
Getz, which is priced at a much higher tag of Rs. 4.5 lakh. Both the
companies are known for their value based offerings and Maruti with
their extensive service network and brand reputation for making
reliable cars should get the customers nod over their competition.
The official pricing however is still not out. However, the company is
said to be studying the prospects of launching the base model at the
4-lakh price tag. There is another advantage in doing so considering
in the capital city of Delhi NCR road tax on the sub 4 lakh priced
cars is comparatively lower at 2%. Cars at a price higher than 4 lakh
have
to
pay
a
4%
road
tax.
Delhi NCR is one of the major targeted markets and it might get the
benefit of this policy. And if they indeed do take the chance of
pricing Suzuki Swift at a considerable lower price than Hyundai
Getz, they would quite likely force the competition to rethink their
strategy.
Variant

Non
Metalli
c Price

Metallic
Price

Swift LXi

416485

416485

Swift VXi

443924

443924

Swift VXi
(ABS)

464962

464962

PROMOTION
When Maruti Udyog launched the Swift in May last year, the
automotive industry was agog with expectation that the car had the
makings of a real winner. Three versions were launched with the
base variant carrying a retail tag of Rs 3.85 lakh, ex-showroom, New
Delhi, and this aggressive pricing only reinforced this feeling.
A year later, the company says the Swift is now the most-sold car in
the first year of any car in the history of the Indian automobile
industry, having totted up sales of 61,200 units.
This is higher than what Maruti had initially planned to sell. The car
recorded an estimated 4,000 bookings at the time of its launch, and
the initial output of 200 units a day on a two-shift basis, wasnt
enough to cope with demand.

23

In October, the company increased capacity for the Swift which

helped cut down on the waiting time from an estimated three
months. The company currently makes over 300 units every day.
The Swift has made a real impact in the small hatchback segment
leaving its closet rival, the Getz far behind. Between April 2005 and
April 2006, Hyundai sold 16,872 units of the Getz. Maruti is now
gearing up for the diesel version of the Swift which is expected to
debut by October. The diesel version will benefit from the excise
sops in this years buget, and it remains to be seen how the models
fares in the marketplace.
PLACE
The car manufacturing company, called Maruti Suzuki Automobiles
India Limited, is a joint venture between Maruti Udyog and Suzuki
Motor Corporation holding a 70 per cent and 30 per cent stake
respectively.
The Rs.1,524.2 Crore plant has a capacity to roll out 1 lakh cars per
year with a capacity to scale up to 2.5 lakh units per annum. The car
manufacturing plant will begin commercial production by the end of
2006.
The engine and the transmission plant has owned by Suzuki Power
train India Limited in which Suzuki Motor Corporation would hold 51
per cent stake and Maruti Udyog holding the balance.
The ultimate total plant capacity is three lakh diesel engines.
However, the initial production is 1 lakh diesel engines, 20,000
petrol engines and 1.4 lakh transmission assemblies.

24

SWOT ANALYSIS OF MARUTI UDYOG LTD.

STRENGTHS
WEAKNESSES
OPPURTUNITIES
THREATS

STRENGTHS
The Quality Advantage
Maruti Suzuki owners experience fewer problems with their
vehicles than any other car manufacturer in India (J.D. Power
IQS Study 2004). The Alto was chosen No.1 in the premium
compact car segment and the Esteem in the entry level mid size car segment across 9 parameters.
The J.D. Power APEAL Study 2004 proclaimed the Wagon R no.
1 in the premium compact car segment and the Esteem No.1
in the entry level mid - size car segment. This study measures
owner in terms of design, content, layout and performance of
vehicles across 8 parameters.
A Buying Experience like No Other
Maruti Suzuki has a sales network of 307 state-of -the-art
showrooms across 189 cities, with a workforce of over 6000
trained sales personnel to guide our customers in finding the
right car. Our high sales and customer care standards led us
to achieve the No.1 nameplate in the J.D. Power SSI Study
2004.
Quality Service across 1036 Cities
In the J.D. Power CSI Study 2004, Maruti Suzuki scored the
highest across all 7 parameters: least problems experienced
with vehicle serviced, highest service quality, best in-service
experience, best service delivery, best service advisor
25

experience, most user-friendly service and best service

initiation experience.
92% of Maruti Suzuki owners feel that work gets done right
the first time during service. The J.D. Power CSI study 2004
also reveals that 97% of Maruti Suzuki owners would probably
recommend the same make of vehicle, while 90% owners
would probably repurchase the same make of vehicle.
WEAKNESSES

OPPURTUNITIES
Leading Growth
As the market leader, MUL led the growth in the passenger
car sector last year. Maruti's sales went up 30% to 4,72,000/units. This is the highest annual sale since the company
began operations 20 years ago. Maruti also gained market

26

share, mainly on account of its performance in the

competitive A2 segment where it increased its share from
46.3% in 2009-10 to 65.7% in 2013-14.
The record sales performance was reflected in the financials.
Net Sales (excluding excise) grew by 31% to Rs 93,456
million. Operating Profit Margin increased from 0.8 % in 200809 to 4.7 % in 2009-10. Profit After Tax jumped 2700 million
to Rs 5421 million.
MUL is committed to motorising India. Towards this end,
company's partnership with State Bank of India and its
Associate Banks took organised finance to small towns to
enable people to buy Maruti cars.

THREATS

THREATS FROM COMPETITORS

Tata Motors Limited

27

In the 2013 fiscal year, Tata Motors generated revenues of $3,542.2

million (INR154,935.2 million). The company made a net profit of
$185 million (INR8,103.4 million) in the 2013 fiscal year.

General Motors Corporation

For the fiscal year ended December 2013, GM generated revenues
of $193,517 million, an increase of 4.3% from the previous year. The
company reported a net income of $2,805 million for fiscal 2004,
down 26.6% from the previous year.

PRODUCT LIFE CYCLE

Introduction:
As a new product much time will be spent by the organisation to
create awareness of it presence amongst its target market. Profits
are negative or low because of this reason.

28

Growth:
If consumers clearly feel that this product will benefit them in some
ways and they accept it, the organisation will see a period of rapid
sales growth.
Maruti Suzuki Swift stands on Growth Stage. As the sales of Maruti
Suzuki Swift is high as compare to Hyundai Getz then the consumer
will buy Maruti Suzuki Swift by providing them with great benefits in
future and they will accept it.

Cash Cows:
High Market Share / Low Market Growth
Here, youre well-established, so its easy to get attention and
exploit new opportunities. However its only worth expending a
certain amount of effort, because the market isnt growing and your
opportunities are limited.
Maruti Suzuki Swift stands on Cash Cows where they have
established their brand in the market. Of which they can exploit new
opportunities. They have opportunities to expand their product more
in the market. As they have expanded globally in the global market.

29

NEW MODEL OF SWIFT

Swift Dzire - is that the name of the

Maruti Swift sedan which will
replace the Esteem?

Maruti Suzuki Dzire, the replacement for old warhorse Maruti Esteem is on
cards. Maruti is expected to unveil the Suzuki Dzire at the Auto Expo in New
Delhi.
Basically, the Suzuki Dzire will be the sedan version of the hugely successful
Suzuki Swift. Maruti has been planning for a while to bring in a 3-box version
of the Swift, and the Dzire may be the answer.
Though the Dzire will be essentially the Maruti Suzuki Swift in a sedan avatar,
the company is planning modifications in the headlamps, front grille and
bumper design to make the car not look like a Swift with a tail. Unlike the
Suzuki Swift which is made in several countries, Maruti Suzuki plans to build
the Suzuki Dzire only in India. The Dzire may be exported to several
countries.

30

Maruti Suzuki has been phasing out older 3-box models and bringing in new
global products to replace them. The Maruti Suzuki Baleno was the first to go
out, to be replaced by the Maruti Suzuki SX4. The next in line seems to be the
Maruti Esteem, one of the longest selling cars from the Maruti stable. The car,
which initially made a feeble appearance as the Maruti 1000, went in for a
complete overhaul and reappeared as the Maruti Esteem. With minor
cosmetic changes, Maruti has been successfully selling the sedan for 14
years now.
The Suzuki Dzire is likely to offer both petrol and diesel options, in 1.3 litre
engines. The car is likely to come with ABS, power steering, fog lamps and
automatic climate control systems.

Maruti Suzuki has launched the Swift Dzire, its seventh model in three years.
Priced in the introductory range of Rs.4.49 lakh to Rs.6.7 lakh (ex-showroom,
Delhi), the Maruti Suzuki Swift Dzire has both diesel and petrol variants,
powered by 1.3-litre engines. While the petrol variant will cost between
Rs.4.49 lakh and Rs.5.9 lakh, the diesel version will carry a price tag of
Rs.5.39-6.7 lakh.

31

Complete with an integrated stereo, steering-mounted audio controls,

automatic climate control, power windows and dual airbags, The Swift Dzire
looks like a terrific buy - for now. This is because the Maruti Suzuki Swift Dzire
may prove to be costly for buyers who opt to wait for a bit before buying the
Swift Dzire. Rising input costs, especially that of steel and petroleum
products, are putting pressure on the margins and it is expected that Maruti
Suzuki might hike the price of the Swift Dzire.
The Dzire is an India-only model as far as we know. It appeals to the Indian
preference for seans over hatchbacks. At the current price, the Dzire will take
on the various Tata Indigos, the Mahindra Logan, Ford Fiesta - appropriately
enough. After all, it is a car that would replace the ageing Maruti Esteem.
There are many who have expressed reservations about the looks of the Swift
Dzire though. It looks a bit odd, definitely, from certain angles. Not that it is
going to matter to an Indian buyer.
Maruti Suzuki expects that with growing incomes and better lifestyles, many
households would want to upgrade to a sedan. Maruti maintains that the Swift
DZire is an entry-level sedan offering style, features and performance at an
attractive price.
Meanwhile, Maruti Suzuki plans to launch its Maruti A-Star in October 2008.
The Maruti A-Star is expected to join Maruti Suzukis existing products
WagonR and Zen Estilo. Maruti also plans to export the A-Star model to the
European market as well.

32

Showrooms of Maruti in Delhi;

Allianz Automobiles:
Kamal Cinema Building, Safdarjung Enclave,
New Delhi
Telephone: 91-11-26104693, 26183785
E-Mail: aalianz@satyam.net.in

Apra Auto India Private Limited:

K-804/2 Mahipalpur, Vasant Kunj Road, New Delhi.
Telephones: 91-11-42390000, 41009900
Fax: 91-11-52390088

E-Mail: apravk@apraauto.net
Bagga Link Motors Private Limited:
395, Patparganj Industrial Area, New Delhi.
Telephones: 91-11-22169111, 22169555, and 22169222
Fax: 91-11-22141133

E-Mail: bim@del2.vsnl.net.in
Competent Automobiles Company Limited:
48, Ring Road, Lajpat Nagar IV, New Delhi.
Telephone: 91-11-26917814 Fax: 91-11-26830306

E-Mail: cacllp@mnatraonline.com
Competent Automobiles Company Limited:
14, Competent House, Middle Circle, Connaught Place, New Delhi.
Telephones: 91-11-23355285/86/87, 23354572/73/74, 23328009

E-Mail: competent@del6.vsnl.net.in
Competent Automobiles Company Limited:
19, Shivaji Marg, New Delhi.

33

Telephones: 91-11-25925261, 25925329, and 25930611

E-Mail: competent@del6.vsnl.net.in
Competent Automobiles Company Limited:
3, Gazipur, Delhi( East), Delhi.
Telephones: 91-11-22446551, 22217774, and 22446552
Fax: 91-11-22446553

E-Mail: competent@del6.vsnl.net.in
D D Motors:
100, Mayapuri Phase II, New Delhi.
Telephone: 91-11-41845000, 28116502, and 28115403
Fax: 91-11-28113505

E-Mail: ddinfo@ddmotors.net
DDMotors:
5, Wazirpur Industrial Area,
Near Wazirpur Bus Depot, New Delhi.
Telephone: 91-11-27153999, 41843000
Fax: 91-11-27151466

E-Mail: ddnorth@bod.net.in
D D Motors Private Limited:
F 1/9, Okhla Industrial Area, Phase 1, New Delhi.
Telephone; 91-11-40523000

E-Mail: dd.south@ddmotors.net
Fair Deal Cars Private Limited:
485-A, Jhilmil, Main G.T.Road, Shahdara, New Delhi
Telephone: 91-11-22119626/27
Mobile: 9910894050

E-Mail: fairdealcars@rediffmail.com
Gautam Motors Private Limited:
E-46/14, Okhla Industrial Area, Phase-II, Main Kalkaji Road, New Delhi
Telephone: 91-11-41613879, 28613880, 28613879
Fax: 91-11-26921189

E-Mail: gautam_sh@eth.net
Krish Automotors Private Limited:
Mam Ram Majesty Mall, Plot Number 2, Road Number 43, Guru
Harkishan Marg, Pitampura, New Delhi
Telephone: 91-11-32435050
E-Mail: krishautomotors@yahoo.co.iN

34

Marketing Times Automobiles Private Limited:

A-1, Chirag Enclave, New Delhi
Telephone: 91-11-26292629

E-Mail: Maruti@marketing-times.com
Marketing Times Automobiles Private Limited:
Vishal Cinema Complex, Vishal Enclave, Rajouri Garden, New Delhi
Telephone: 91-11-25112222

E-Mail: vishal@marketing-times.com
Maruti Service Master:
F-39, Okhla Industrial Area, Phase-2, New Delhi

Telephone: 91-11-41612194, 41612195

Pasco Automobiles:
A-1, Udyog Nagar, New Rohtak Road, Peeragarhi, New Delhi
Telephone: 91-11-25963535

E-Mail: pasco@vsnl.net
Rana Motors Private Limited:
Rikhi House A 2/7, Safdarjung Enclave Opposite Bhikaji Cama Place,
New Delhi.
Telephone: 91-11-26712222 (10 Lines)
Fax: 91-11-26711320

E-Mail: ranamotors@vsnl.in
Rana Motors Private Limited:
Tis Hazari Metro Station, Boulevard Road, New Delhi.
Telephone: 91-11-23972222

E-mail: ranamotors@bol.net.in
Rohan Motors Limited:
A-15, Mohan Co-operative Industrial Area, Mathura Road, Delhi
Telephone: 91-11-41679303/04, 41678695,
Fax: 91-11-51679302

E-Mail: rminewdelhi@touchtelindia.net.in
Saya Automobiles Limited:
A-21-22, G.T.Karnal Road, Industrial Road, Industrial Area, New Delhi,
Telephone: 91-11- 27231955-57, 27231960, 27251402/03
Fax: 91-11-27216900

E-Mail: saya@ndb.vsnl.net.in
Sikand & Company:
50, Janpath, New Delhi.
Telephones: 91-11-23320450, 23310364, 23326508
35

Fax: 91-11-23313765

E-Mail: hds@ndf.snl.net.in
T R Sawhney Motors Private Limited:
33 & 34, Harichand Melaram Complex, East Gokulpur, Wazirabad
Road, New Delhi.
Telephones: 91-11-22816777, 22816533, and 22816733

E-Mail: trsawhney@sawhney.net.in
T R Sawhney Motors Private Limited:
B-5, Industrial Area Phase-1, Badli Opposite Sector-18,
Telephone: 91-11-27853094
E-Mail: trsawhney2@sify.com

Research Methodology:
Research methodology is considered as the nerve of the project. Without
a proper well-organized research plan, it is impossible to complete the
project and reach to any conclusion. The project was based on the survey
plan. The main objective of survey was to collect appropriate data, which
work as a base for drawing conclusion and getting result.

36

Therefore, research methodology is the way to systematically solve the

research problem. Research methodology not only talks of the methods
but also logic behind the methods used in the context of a research study
and it explains why a particular method has been used in the preference
of the other methods
Research design:
Research design is important primarily because of the increased
complexity in the market as well as marketing approaches available to the
researchers. In fact, it is the key to the evolution of successful marketing
strategies and programmers. It is an important tool to study buyers
behaviour, consumption pattern, brand loyalty, and focus market changes.
A research design specifies the methods and procedures for conducting a
particular study. According to Kerlinger, Research Design is a plan,
conceptual structure, and strategy of investigation conceived as to obtain
answers to research questions and to control variance.
Type of Research is:
Descriptive Research
The type of research adopted for study is descriptive. Descriptive studies
are undertaken in many circumstances when the researches is interested
to know the characteristic of certain group such as age, sex, education
level, occupation or income. A descriptive study may be necessary in
cases when a researcher is interested in knowing the proportion of people
in a given population who have in particular manner, making projections
of a certain thing, or determining the relationship between two or more
variables. The objective of such study is to answer the who, what, when,
where and how of the subject under investigation. There is a general
feeling that descriptive studies are factual and very simple. This is not
necessarily true. Descriptive study can be complex, demanding a high
degree of scientific skill on part of the researcher.
37

Descriptive studies are well structured. An exploratory study needs to be

flexible in its approach, but a descriptive study in contrast tends to be
rigid and its approach cannot be changed every now and then. It is
therefore necessary, the researcher give sufficient thought to framing
research.
Questions and deciding the types of data to be collected and the
procedure to be used in this purpose. Descriptive studies can be divided
into two broad categories: Cross Sectional and Longitudinal Sectional. A
cross sectional study is concerned with a sample of elements from a given
population. Thus, it may deal with household, dealers, retail stores, or
other entities. Data on a number of characteristics from sample elements
are collected and analyzed. Cross sectional studies are of two types: Field
study and Survey. Although the distinction between them is not clear- cut,
there are some practical differences, which need different techniques and
skills. Field studies are ex-post-factor scientific inquiries that aim at
finding the relations and interrelations among variables in a real setting.
Such studies are done in live situations like communities, schools,
factories, and organizations.
Another type of cross sectional study is survey result, which has been
taken by me. A major strength of survey research is its wide scope. Detail
information can be obtained from a sample of large population .Besides;
it is economical as more information can be collected per unit of cost. In
addition, it is obvious that a sample survey needs less time than a census
inquiry. Descriptive research includes survey and fact finding enquiries of
different kinds of the major purpose. Descriptive research is description
of the state of affairs, as it exists at present. The main characteristic of
this method is that the researcher has no control over the variables; he can
only report what has happened or what is happening. The methods of
research utilized in descriptive research are survey methods of all kinds
38

including comparative and co relational methods. The reason for using

such needs to be flexile in its approach, but a descriptive study in contrast
tends to be rigid and its approach cannot be changed ever now and then.

OBJECTIVES OF THE STUDY

1. To find out the market share of Maruti Suzuki swift
2. To study competitors of Maruti Suzuki swift
3. To study the marketing strategies of Maruti Suzuki swift
4. To study the strength, weakness, opportunity, and threats (swot - analysis) of swift.
39

5. To study the customer satisfaction regarding Maruti Suzuki cars

6. To study the comparison of swift and swift dzire.

Data collection tools:

After the research problem, we have to identify and select which
type of data is to research. At this stage; we have to organize a
field survey to collect the data. One of the important tools for conducting market
research is the availability of necessary and useful data.
Primary data: For primary data collection, we have to plan the following four
important aspects.
Sampling
Research Instrument
40

 Secondary Data - The Companys profile, journals and various literature

studies are important sources of secondary data.
Data analysis and interpretation
1. Questionnaires
2. Pie chart and Bar chart
Questionnaires:
This is the most popular tool for the data collection. A questionnaire contains question
that the researcher wishes to ask his respondents which is always guided by the
objective of the survey.
Pie chart:
This is very useful diagram to represent data, which are divided into a number of
categories. This diagram consists of a circle of divided into a number of sectors,
which are proportional to the values they represent. The total value is represented by
the full create. The diagram bar chart can make comparison among the various
components or between a part and a whole of data.
Bar chart:
This is another way of representing data graphically. As the name implies, it consist of
a number of whispered bar, which originate from a common base line and are equal
widths. The lengths of the bards are proportional to the value they represent.

LIMITATIONS:Every study has certain limitations. In my study, also there were certain limitations,
which I could not able to solve.
1. The research was conducted in a very small area.
2. My research work period witness the biggest ups and downs in product sale of
only one brand, which affected the perception of the customer. This was
biggest drawback of my study.
3. Time factor was also important for me.

41

4. I had only found the upper-middle class family to fill up the questionnaire, but
generally, an average middle class family was required for the study.
5. The sample size is also very small which represent my research on consumer
behaviour.

ANALYSIS:Q1. Have you ever purchased any car of Maruti Suzuki?

Yes
No

42

Q.2

While purchasing car which feature influence you?

Price
Product feature
Brand
Service
Durability

Q3. From where you prefer buying a second hand car?

Through advertisement
Dealers
Showroom

43

Q.4.You prefer to buy from the same as you have mentioned in Q.3
because of following reasons
Attractive Price
Service
Demonstrations
Offers

Q.5.Which Car of Maruti of do you have?

SWIFT
SWIFT DZIRE
ESTEEM

44

 MARUTI800
ALTO

Q.6. How frequently you change your cars?

1-3 years
3-5 years
5-10 years
More than 10 years

Q.7. Which bank do u prefer for financing the car?

HDFC
ICICI
AXIS BANK

45

 PUNJAB NATIONAL BANK

Conclusion and recommendations

a) Maruti should improve its after sale service because its hits
badly car market share.
b) More detailed customaries service is to be provided.
46

c) Show room demonstration should be given at frequent time

interval and feed back should be considered positively.
d) The company should look into the matter of person hiring
for in showroom demonstration. A big showroom should
have at least 5 such kind of person.
e) As there is a bottle neck competition between Hyundai and
Maruti, it is necessary to take measure steps to overcome the
area of downfall in Maruti with respect to Hyundai.
f) The marketing managers should make better relations with
dealers and reputation of the company.
g) Customer considers quality as their first preference, so the
company should give more stress on this.
h) The product is well aware and it is on top of mind of
customer. So company should always improve services and
update their technology.

ANNEXURE
BIBLIOLOGY
www.marutisuzuki.com
www.managementparadise.com

47

www.carwale.com
Autocar Magazine

QUESTIONNAIRE

Q1. Have you ever purchased any car of Maruti Suzuki?

Yes

48

 No
Q.2 While purchasing car which feature influence you?
Price
Product feature
Brand
Service
Durability
Q3. From where you prefer buying a second hand car?
Through advertisement
Dealers
Showroom

49

Q.4.You prefer to buy from the same as you have mentioned in Q.3
because of following reasons
Attractive Price
Service
Demonstrations
Offers
Q.5.Which Car of Maruti of do you have?
SWIFT
SWIFT DZIRE
ESTEEM
MARUTI800
ALTO
Q.6. How frequently you change your cars?
1-3 years
3-5 years
5-10 years
More than 10 years

Q.7. Which bank do u prefer for financing the car?

50

 HDFC
ICICI
AXIS BANK
PUNJAB NATIONAL BANK

51