A PROJECT

STUDY REPORT
ON
MARKETING STRATERGY OF MARUTI SUJUKI

Submitted to Rajasthan University for partial fulfillment of the

Requirement of Bachelor of Business Administration (BBA) in
lieu of Paper 406
(2016-2017)

Submitted by :

Submitted to:

Ashita Dadhich

Ms .Richa

(BBA 4th sem)

Kuteta

BIYANI GROUP OF COLLEGES (BGC)

JAIPUR (RAJASTHAN)

CERTIFICATE
Certified that this project report entitled . ANALAYSING MARKETING
STRATEGY OF MARUTI SUZUKI

is a record of project work done

independently by ASHITA DADHICH under my guidance and supervision and

that it has not previously formed the basis for the award of any degree, fellowship
or associate ship to her.

MRS.RICHA KUTETA
BIYANI GROUP OF COLLEGES
JAIPUR

DECLARATION
I hereby declare that this project report entitled Analaysing Marketing strategy
of maruti suzuki is as bonafide record of work done by me during the course of
summer project work and that it has not previously formed the basis for the award
to me for any degree/diploma, associates fellowship or other similar title of any
other institute/society.

Ashita Dadhich
Biyani Group of College

ACKNOWLEDGEMENT
It is not often in life that you get a chance of appreciating and expressing your
feelings in black and white to thank the people who have been a crucial part of
your successes, your accomplishments, and your beings what you are today. I take
this opportunity to first of all thanks Mrs RICHA KUTETA MAM

and for

inculcating and instilling in me the knowledge, learning , will power, values and
the competitive and professionals required by me as a management student.
I would like to five special thanks to Mrs. RICHA KUTETA MAM for educating
me silver lining in every dark cloud. Her enduring efforts, guidance, patience and
enthusiasm have given a sense of direction and purposefulness to this project and
ultimately made it a success.
Last but not the least; I would like to thanks my family; my parents, for
supporting me spiritually throughout my life.
The errors and inconsistencies remain my own.

Ashita
Dadhich
4

BBA 4th Sem

PREFACE
Classroom teaching helps the student by making conceptual base clear, which helps the
students to get the knowledge of the concept. Normally the students are not aware of
actual requirement in the practical field keeping in view this fact, a system has been
established to make the students aware of actually difficulties that come in the way of
practical field, which is not taught in classroom teaching.
MARUTI SUZUKI Company, has given me a great experience. I was required to prepare
a report on the topic ANALYASING MARKETING STRATEGY OF MARUTI
SUZUKI The managers of department helped me a lot to prepare this report. I have tried
my best to prepare this report.
This project truly could not have been completed without the support of BBA
Department.
I am also thankful to my parents who give me an opportunity of doing BBA.
Finally I would like to thanks biyani group of colleges who has given me a chance to
increase my knowledge and to gain some experience through this project.
In this report, I have researched upon the retailers for the same subject mentioned above.
i.e. to find out the awareness in customers for the MARUTI SUZUKI.

Ashita Dadhich
BBA 4th sem

INTRODUCTION
A. INTRODUCTION OF AUTOMOBILE IN INDIA
Introduction

Since the first car rolled out on the streets of Mumbai (Bombay) in 1898, the
Automobile Industry of India has come a long way. During its early stages the auto
industry was over looked by the government and the policies were also not favorable.
The Liberalization police and various tax reliefs by the Govt. of India in recent years
have made remarkable impact on Indian Automobile industry. Indian auto industry,
which is currently growing at the pace of around 18%per annum, has become a hot
destination for global auto player like Volvo, general motors and ford.

History
The automobile history dates back to the late 18th century. Nicolas Joseph Cugnot , a
French engineer is credited with inventing the first self-propelled automobile. Cugnot's
vehicle used steam power for locomotion. The vehicle found military application in the
French army.
Cugnot's automobile was never commercially sold. In the beginning automobile
industry was dominated by steam-powered vehicles. The vehicles were expensive and
difficult to maintain.
The incidents of frequent boiler explosions also kept potential purchasers away.
Commercial history of automobiles started with the invention of gasoline powered
internal combustion engines.
The German inventor, Karl Benz constructed his first gasoline powered vehicle in 1885
at Mannheim, Germany. Commercial production of Benz cars started in 1888.Levassor

of France was the first company to exclusively build and sell motor cars from
1889.The early 1900s saw many automobile manufacturing companies coming into
existence in a number of European countries and the United States.

Indian Automobile Companies

Indias automobile sector consists of the passenger cars and utility vehicles,
commercial vehicles, two wheelers and tractors segment. The total market size of the
auto sector in India is approximately Rs 540 billion and has been growing at around 8
percent per annum for the last few years. Since the last four to five years, the two
wheel segment has driven the overall volume growth on account of the spurt in the
sales of the motorcycle.
However, lately the passenger cars and commercial vehicles segment has also seen a
good growth due to high discount lower financial rate and pickup in industrial activity
respectively..
Similarly, in the two wheelers segment the sales volume of Hero Honda, Bajaj auto
and TVS motors constitute around80% of the total sales and in the commercial vehicle
segment the market leader Telco controls around 56% of the total annual sales.

Scope of Indian automobile sector

The Indian automobile industry is going through a phase of rapid change and high
growth. With the new project coming up on a regular basis the industry is undergoing
technological change.
The overall investment in the sector has been increasing quite rapidly. It is expected
that by the end of the 2012 Indian automobile sector will be investing a huge amount
of 40,000 crore.

B. INTRODUCTION OF MARKETING STRATEGY

Introduction

Marketing is a form of communication between us and our customer with goal of

selling our product or service to them.

Communicating the value of our product or service is a key of marketing.

The American Marketing Association most recently defined marketing as the

activity, set of institution, and processes for creativing, communicating,
delivering ,and exchanging offering that have value for customers, clients,
partner ,and society at large.

The marketing mix is a good place to start when you are thinking through your
plans for a product or service, and it helps you avoid these kinds of mistakes.

Understanding the Tool

The marketing mix and the 4Ps of marketing are often used as synonyms for each
other. In fact, they are not necessarily the same thing.
"Marketing mix" is a general phrase used to describe the different kinds of choices
organizations have to make in the whole process of bringing a product or service to
market. The 4Ps is one way probably the best-known way of defining the
marketing mix, and was first expressed in 1960 by E J McCarthy.
.

The 4Ps are:

Product (or Service).
Place.
Price.
Promotion.

A good way to understand the 4Ps is by the questions that you need to ask to define our
marketing mix. Here are some questions that will help you understand and define each
of the four element.

 Price

What is the value of the product or service to the buyer?

Are there established price points for products or services in this area?

Promotion
Promotional Strategy

Personal selling
Direct selling
Advertising
Public relation

Marketing strategies serve as the fundamental underpinning of marketing designed to

fill market needs and reach marketing objectives.

For most for-profit marketers this means getting customers to buy an

Organizations product and, in most cases, to remain a loyal long-term customer.

Marketing strategy has the fundamental goal of increasing sales and achieving a
sustainable competitive advantage.

Diversification
Diversification is an area included in the Ansoff Matrix strategy, where the

most risk for a business is situated. There are two types of diversification,

vertical and horizontal. Horizontal diversification is when a new product is

introduced but doesnt contribute to the already existing product line.

History of Marketing Strategy

The last twenty years have seen a radical change in the Strategies adopted by
Companies, Banks, and Industries etc. Liberalization, Globalization and
Privatization (LPG) changed the basis on which enterprises is expected to
market available the satisfaction to the customers.

The history of Marketing Strategy is identified as a stipulatory subject. All

authors think marketing Strategy is relevant to business However few think that
Marketing Strategy is of strategic importance to business. While many authors
think that this is a relatively new concept, however marketing strategy concept
is perhaps as old as business itself and no business can be run without having a
proper strategy to implement the plans.
(a) Before Liberalization, Privatization & Globalization (LPG) (1898- 1991).
(b) From Liberalization, Privatization & Globalization (LPG)(1992-Till date).

MEANING & DEFINITIONS OF MARKETING STRATEGY

Marketing strategy is one the most important areas that needs to be carefully
examined by the corporate. A sound marketing strategy becomes imperative.

Marketing strategy is commonly defined as a strategy employed by a firm to

attain its marketing objectives, which in turn is related to the achievement of
the firms business objectives. In other words, marketing strategy refers to the

marketing goals and action plans that address matters of product/ service price,
distribution, communication, and the process of new product development.
.

According to Alfred Oxenfeldt (1958),

Many different business organizations and researchers have attempted to provide their
own definitions of Marketing Strategy, as illustrated in the following are:
List of Definition of Marketing Strategy
Authors

Definitions

B. H. Liddell
Hart

The art of distributing and applying military means to fulfill the ends of
policy.

George Steiner
(1979)

Marketing Strategy answers the basic question: What are the ends we seek
and how should we achieve them?

Henry
Mintzberg
(1994)

Marketing Strategy emerges over time as intentions collide with and

Accommodate a changing reality. Thus, one might start with a perspective
and conclude that it calls for a certain position, which is to be achieved by
way of a carefully crafted plan, with the eventual outcome and strategy
reflected in a pattern evident in decisions and actions over time.

Kenneth
Andrews (1995)

Corporate strategy is the pattern of decisions in a company that determines

and reveals its objectives, purposes, or goals, produces the principal policies
and plans for achieving those goals, and defines the range of business the
Company is to pursue, the kind of economic and human organization it is or
intends to be, and the nature of the economic and non-economic
contribution it intends to make to its shareholders, employees, customers,
and communities

Michael Porter
(1996)

Marketing Strategy is about competitive position, about differentiating

yourself in the eyes of the customer, about adding value through a mix of
Activities different from those used by competitors.

Kepner Tregoe

The framework which guides those choices that determine the nature and
Direction of an organization.

Michel Robert

Strategic management boils down to decisions pertaining to four factorsProducts & services
Market Segments

Customers
Geographic areas
Treacy &
Wiersema

Marketing Strategy identify three "value-disciplines" that can serve as the

basis for strategy: operational excellence, customer intimacy, and product
Leadership.

CHARACTERSTICS OF MARKETING STARTEGIES

The late President Eisenhower's laconic remark expresses a cardinal tenant of effective
strategy formulation: Good planning is a process, not a document or event.When
conducted earnestly, the process produces a detailed but structured view of the
business landscape and the forces at work in it. But the true value of the process has
less to do with the deliverable (a document or report), than with exploring possible
ranges of actions, with a wide array of contingencies and alternative scenarios
accounted for.
Eight parameters can help in gauging the viability of strategic marketing plans. If your
planning process reflects these attributes, it's probably off to a good start.

Accountabilityresponsibility is assigned for successful completion of

initiatives.

Balancethe plans inform and guide not only financial decision-making, but
also operational and human resource issues.

Flexibilitya mechanism for changing and updating the plan is built into the
process.

Manageabilityin-process measures are identified to ensure processes are

working as intended, critical performance issues are addressed, resources
required are projected, and methods of status reporting are in place.

Prioritizationpriorities are established whenever multiple interdependent

actions have been planned.

Realismthe question of what the organization really can do versus what it

would like to do is addressed rationally, though the tone may be optimistic.

Specificityexpected results and milestones are clearly defined, along with the
specific actions for implementation and the deliverables for each strategy.

Importance of Marketing Strategy

Marketing strategy in its most basic form is a plan to sell products or service in a way
that delivers long term profitable growth .It is a brands road map; it tells the brand
where to go and the route to get there.
Every brand decision stems from the marketing strategy ,and is articulated at every
touch point. Some of the major importance are given below:
1. Conduct a Situational Analysis = A prerequisite to developing a successful Market
strategy is to perform a Situational Analysis.
(a) Study the competition.
(b) Review the product.
(c) Asses the brands performance.
(d) Conduct market research.
2. Develop Brand Positioning = This is the Brand Promise articulated in its
Positioning is the essential elements of each brands marketing strategy. A strong
positioning builds a brands equity .It is the collection of thoughts ,feeling ,associations
and expectations that a company wants brand to create for its customers.
To do this, it must define the:
(a) Target marketing .
(b) Frame of Reference.
(c) Reasons to Believe.
(d) Point of Differences.
3.Consider The four Ps = The Marketing Mix ,also known as The Four Ps, lays
out building blocks of Marketing Strategy.
(a) Product.
(b) Price.
(c) Place.
(d) Promotion.

LIMITATION OF MARKETING STRATEGY

An obvious disadvantage to a promotional strategy is its potential for failure.

Decreased Value.

The longer a sales promotion lasts, the more likely you will decrease the perceived
value of your product or service.

Predictability

If your promotions occur in a predictable pattern, potential customers might wait for a
sale rather than buy the product or service at full price now.

Bargain Hunters

New customers might learn to love your product or service and become long-term
clients. Or they might abandon you as soon as the promotion is over and continue to
hunt for bargains. Converting bargain hunters to permanent customers depends on
developing brand loyalty.

Celebrity Endorsements

The benefit of using celebrities to endorse your brand is you can capitalize on the
goodwill they elicit from the public. The disadvantage is your brand identity is
vulnerable to their public relations problems.

Development of the Marketing Strategy

Any company develops a marketing strategy, based on which two types of

analysis flows - strategic analysis and internal analysis.

The Strategic Marketing Analysis involves customer management analysis,

market management and analysis, environmental scanning and future building.
Management of relationships with the customers and important external bodies
such as dealers, suppliers and the government is a major part of the marketing
strategy formulation and management.

Marketing Objectives
The firms in order to have a formulation of the marketing strategy should have a
marketing objective. The marketing objectives include:
a.) Maximization of Profits,
b.) Maximization of market share.
c.)Maximization of share.
d.) Enhance Brand Image,
e.) Improve Customer Satisfaction.
f.) Provide Customer Value..

Functionality
Various functions that marketing strategy performs:

Strategic Decision making .

Dynamic adjustments towards the competition as well as the market .

Marketing Resource Allocation.

Action Setting.

Implementation of the Marketing Strategy

Information , servicing and financing are the three main transaction facilities which
helps in the process of implementation of the marketing strategy.

COMPANY PROFILE

Introduction

In early 1980s Indian Govt decided to produce a small car, which would be
within buying reach of Indian middle class. The obvious place to shop for
technology was Japan, which had developed world class capabilities in small
cars by that time.It was not Toyota, or Nissan, or Honda ,three largest player in
Japan, but Suzuki, a much smaller company with strong capcabilities in making
small cars. Suzuki grabbed the opportunity with both hands and formed a joint
venture with govt. called Maruti Udyog.

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.

Maruti rolled out its 1st car, Maruti 800 with 800cc engine in December 1983.
This model targeted at masses and was lanuched as Peoples car. In early
2003, Maruti Udyog, a joint venture between Suzuki and Indian Govt.
dominated Indias automobile market with 54% market share and with annual
production capacity of 5lac cars. The company dominated In Maruti is India's
largest automobile company. The company, a joint venture with Suzuki of
Japan, has been a success story like no other in the annals of the Indian
automobile industry. Today Maruti is India's largest automobile company. This
feat was achieved by the missionary zeal of our employees across the line and
the far-sighted vision of our management.

The Companys Mission:

To provide a wide range of modern, high quality fuel efficient vehicles in order
to meet the need of different customers, both in domestic and export markets.
And to provide maximum value for money to their customers through
continuous improvement of products and services.

The Companys Vision:

Internationally competitive Company in terms of our products and services.

HISTORY

Maruti Udyog Limited was established in February 1981, though the actual
production commenced only in 1983. It started with the Maruti 800, based on
the Suzuki Alto kei car which at the time was the only modern car available in
India.

Its only competitors were the Hindustan Ambassador and Premier Padmini.
Originally, 74% of the company was owned by the Indian government, and
26% by Suzuki of Japan. As of May 2007, the government of India sold its
complete share to Indian financial institutions and no longer has any stake in
Maruti Udyog.

Chronology
o

Under the Maruti name

In 1970, a private limited company named Maruti technical services private

limited (MTSPL) was launched on November 16, 1970. The stated purpose of this
company was to provide technical know-how for the design, manufacture and
assembly of "a wholly indigenous motor car". In June 1971, a company called Maruti
limited was incorporated under the Companies Act. Maruti Limited went into
liquidation in 1977. Maruti Udyog Ltd was incorporated through the efforts of Dr V.
Krishnamurthy.

Affiliation with Suzuki

In 1982, a license & Joint Venture Agreement (JVA) was signed between
Maruti Udyog

Ltd. and Suzuki of Japan. At first, Maruti Suzuki was mainly an importer of
cars. In India's closed market, Maruti received the right to import 40,000 fully
built-up Suzukis in the first two years, and even after that the early goal was to
use only 33% indigenous parts. This upset the local manufacturers
considerably.

Market liberalization
In 1989, the Maruti 1000 was introduced and the 970 cc, three-box was Indias first
contemporary sedan. By 1991, 65 percent of the components, for all vehicles produced,
were indigenized.
After liberalization of the Indian economy in 1991,Suzuki increased its stake in Maruti
to 50 percent, making the company a 50-50 JV with the Government of India the other
stake holder.

Joint venture related issues

Relationship between the Government of India, under the United Front

(India) coalition

and Suzuki Motor Corporation over the joint venture was a

point of heated debate in the Indian media until Suzuki Motor Corporation
gained the controlling stake.

This highly profitable joint venture that had a near monopolistic trade in
the Indian automobile market and the nature of the partnership built up till then
was the underlying reason for most issues.

Manufacturing Facilities

Maruti Suzuki has two manufacturing facilities in India. Both manufacturing

facilities have a combined production capacity of 14,50,000 vehicles annually.

The Gorgon manufacturing facility has three fully integrated manufacturing

plants and is spread over 300 acres (1.2 km2).The Gorgon facilities also
manufacture 240,000 K-Series engines annually.

Imported Car Models

Grand Vitara (Launched 2007)
Kizashi (Launched 2011)

Discontinued Car Models

1000 (19901994)
Zen (19932006)
Esteem (19942008)
Baleno (19992007)
Zen Estilo (20062009)
Versa (20012010)
Grand Vitara XL7 (20032007)

Car models
.

1.MARUTI 800 (CHANGE YOUR LIFE)

Maruti 800 is a city car manufactured by Maruti Suzuki in India. It was launched in
December 1983 with almost 100% imported components. It used to be the bestselling car in
India until 2004; upon its launch the Maruti Alto took that title.
It is a rebadged version of an old model of the Suzuki Alto. Over 2.5 million Maruti 800s
have been sold since its launch in 1983. The same car is sold in Pakistan as the Suzuki
Mehran with a much older 1980s era Suzuki SS80 carburetor based engine.
The ex-showroom price of MARUTI 800 is Rs.2 Lakes Rs.2.15Lakhs.

OMNI (F

The Maruti

Omni is

3. GYPSY

a microvan manufactured

by

a
fo
first version of MarutiurOmni
had 796
engine,on the
wheel-drive
SUVcc
based
sam
Long
wheelbase Suzuki
JimnySJ40/410 series vehicles.
It is manufactured in India by

Maruti Suzuki.

It Was

introduced in the Indian market in December 1985 with the 970 cc F10A Suzuki engine and
while sales were never very high it became very popular with law enforcement.
The Maruti Gypsy is available as soft top, hard top and as ambulance car. As quoted
by Autocar India, "There is nothing that can touch a Gypsy off the road, except perhaps an
Arjun battle tank.
The ex-showroom price of GYPSY is between Rs.5.21 Lakhs Rs.5.73Lakhs

ZEN
(LOOKATIT)

since the nameplate was first introduced in 1993.

The word "ZEN" is an acronym standing for Zero
Engine Noise.

The Maruti
Zen is
a5door hatchback produced and sold
in India by
Indian
automaker
Maruti Suzuki. It has acquired
i
Significant
Popularity nIndia
The best part of the Zen is it remained in trend for over a very long period without any
changes in Exterior Design or looks. It underwent a facelift in 2003. The production of this
model ended in March 2006.
In 2000 its cost (of LX model) was around Rs 3,80,000.

WAGON R (FOR THE SMARTER RACE)

The Maruti Suzuki Wagon R is a made-for-India version of Suzuki Wagon R. The Wagon R
was launched in December 1999, and has since undergone three upgrades (one in 2003,
another in 2006 and another in 2010).
When the second-generation Wagon R was launched in 2010, the car was built on a newer
platform, & claimed more interior space, and new features such as an under-seat
tray below the front passenger seat (top-end only). Its looks were also revamped, shedding
the boxy look at the back. It is one of the best selling models of Maruti Suzuki in India and
continues to be the
second best seller of the company after Alto every month. Wagon R has 6 versions.
The

ex-showroom price of

WAGON R is between Rs.3.41

Lakhs Rs.4.28 Lakhs.

6. ALTO (LETS GO)

It was launched in the local Indian market on September 27, 2000 although the Alto
nameplate was very successfully being used to export the Maruti Zen to Europe from India. It
is the best selling hatchback in India. Since 2006, it is India's largest selling car and crossed
the 1 million production figure in February08 becoming the 3rd Maruti model to cross the
million marks in India after Maruti 800 & Maruti Omni.
This is testified by the 24-hour endurance record set on August 03, 2003 of covering
3082kms in 24 hours at an average speed of 128kmph.
ALTO K10 : Maruti Suzuki has launched a new version of Maruti Alto in the Indian auto
market in August 2010.

SWIFT (YOURE THE FUEL)

In India, Suzuki has launched Swift as a joint venture with Maruti and the car is known as
Maruti Suzuki Swift in 2005. In the Indian auto market Swift is available with seven variants
four with petrol and three with diesel engine option. The petrol version of Maruti Swift is
powered by 1.2-litre K-series engine. However, the diesel version of Maruti Swift is packed
with 1.3-litre, DDiS engine (borrowed & licensed by Suzuki from FIAT's renowned Multijet
technology) with a displacement of 1,248 cc.
In February 2007, Maruti has finally taken the plunge by planking one of the best diesel
engines in the world in Maruti's best car. The combination is potentially explosive. The
gearbox is joy to use; smooth and very precise this coupled with commendable fuel
efficiency, will make the Swift Diesel delight to own.

8. ESTILO (COME ALIVE WITH)

The first generation model went on sale in India in December 2006 as the "Maruti Zen
Estel". The Zen Estel however, is powered by a larger F10D 1.1L MPFI engine that also
powers the Wagon R in the Japanese market. A face lifted variant was released in August09
as the "Maruti Estel", losing the Zen moniker entirely.

SX4 (MEN ARE BACK)

Revolutionary European design, world class Drive by wire technology, most spacious in its
class, Steering mounted audio controls, maximum groung clearance in its class, high on
safety with dual front airbags, ABS & EBD features.
Maruti Suzuki launched SX4 sedan with the 1.6-litre gasoline engine without VVT in 2007.

SWIFT DZIRE (THE HEART CAR)

Suzuki introduced a sedan based version of the Swift called the "Maruti Swift Dzire" in the Indian
market. Launched on26thMarch08,
/

NEW SWIFT DZIRE

MSIL introduced New SWIFT DZIRE, at a price between Rs 4.79 lakh and Rs 7.09 lakh. Maruti
India launched the second generation of its sedan Maruti Swift Dzire on 1 st February, 2012 in India.
The new car that is based on the recently launched new Swift is available in 1.2 litre petrol and 1.3

A-Star (STOP @ NOTHING)

The 7th Generation is known in India as the Maruti Suzuki A-Star (short for "Alto-Star"), but is also
known as the Suzuki Celerio in some other countries. It was launched in December 2008 Maruti
Suzuki. The car is manufactured exclusively in Haryana, India and is exported worldwide.

It is available in European markets with a somewhat different front end as the Nissan Pixo.
The car was rolled out to the Indian customers in December 2008 and exports began in April
2009.
The ex-showroom price of
A-STAR is between Rs.3.66 lakhs-4.50 lakhs.
The Indian market version comes in three variants-LXI,VXI and ZXI with the price tag ,the
car is targeted at customers with budget somewhere between the Zen Estelo and the Swift.

RITZ (LIVE THE MOMENT)

In the Indian auto market, Suzuki Splash is known as Maruti Suzuki Ritz and launched on
15th May09. Maruti Suzuki has changed its name because the name Splash was already
registered by Ford.
In India, Maruti Ritz is available with nine variants, five with petrol and rest four with diesel
engine options. The petrol variants of Maruti Ritz are powered by the companys popular
1.2l, 1197cc, K12 kb series petrol engine.
This engine is getting much popularity in Indian market because of its excellent performance
and fuel efficiency. The mileage it delivers in city is around 14.5kmpl in city and 18kmpl on
highway.
The ex-showroom price of RITZ is between Rs.5.63 Lakh.

EECO (HAPPINESS FAMILY SIZE)

EECO was introduced in India by Maruti Suzuki during 2010. This car is essentially an
updated Versa, this is an urgent refresh in lines with Maruti Suzuki not being able to come up
with a new minivan. EECO comes with 5-seater and 7-seater options.

GRAND VITARA
The Vitara model first hit the road in Japan in 1988 as a 3-door part time four wheeled drive.
In Its second avatar, the Vitara came armed with a stylish design, superior engineering and a
new name, the Grand Vitara.
The third generation Vitara, redesigned and re-engineered, excited millions across the world,
bagging multiple awards and accolades. It became an instant success in India in 2007 as it
found favour with both luxury seekers as well as adventure lovers.
Keeping up to its glorious tradition of being luxurious and adventours at same time, the new
Grand Vitara 2.4 is here in 2008. With a powerful 2.4 WT engine producing 163.5 bhp, and
an all time 4x4 wheel drive.
The ex-showroom price of GRAND VITARA is between Rs.16.94 Lakhs Rs.18.26 Lakhs.

KIZASHI
Maruti Suzuki, Suzuki's Indian subsidiary launched the Kizashi on 2 February 2011.
It is imported as Completely Built Unit, which attracts high import duties.
The Kizashi features bold and sporty styling inside and out, and delivers a fantastic
value compared to other sedans in the class.
This model has a J24B 2.4 petrol engine with 4 cylinders, 16 valves DOHC. The 2400
cc engine is capable of producing 185 hp of peak power at 6,500 rpm (manual
transmission) and 180 hp at 6,000 rpm (CVT).

The Maruti Kizashi utilizes a direct ignition system for increased fuel efficiency with
decreased emissions. With the help of this and other engine technologies, the car gives
9 km/l in city and 12 km/l at highway. The maximum fuel tank capacity of the car is
63ltrs. The ex-showroom price of KIZASHI is between Rs.16.50 Lakes Rs.17.50
Lakes.

Achievements
The stage of this company has been an odyssey of opportunity ,challenge ,growth ,
social ,leveling , mobility- and the visible excitement- it brought to an entire nation.
With perceivable benefits of Through over 25 manufacturing offers nearly 80 models
to retain its leadership quality, reliability , technology performance , trustworthiness

and service ,it dominates the largest market segment affordable ,value-paked ,fuelefficient cars- and is scanning significant successes in fast growth upper segments as
well , Maruti Suzuki also has fully operational ,Indias largest service network
spanning over 1200 town and cities.
Maruti Suzukis greatest achievement has been the special niche it has carved for itself
with customer . This is reflected in that fact that no car manufacturer-Maruti Suzuki a
part-has been ranked first in customer satisfaction eight years in a row.
The company has also been rated amongst the worlds top five car manufacturers in
the worlds top car manufacturer in the Forbes Worralls must reputed companies list
2006.
In the social sphere ,the new mobility granted by the company s car expanded
vistas , boosted travel and tourism sectors , galvanized inter state commerce and
energized consumer to force government to spend on infrasture that would ultimately
go on to transform an entire nation.

Development
With the increased role of MSIL in the global operations of Suzuki , the company has
earmarked Rs 9000 crore for research in India.
This is a major step in Suzuki Motors Corporations commitment to turning for
automobiles.
The inauguration of the ultra modern Manesar plant in 2007 with a capacity to
manufacturing 3000,000 cars will also push MSIL pas 1 million cars by 2010/11 and
eminence in Suzukis world operation.

MARKETING STRATEGY OF Maruti Suzuki

Marketing strategy is a process that can allow an organization to concentrate its

limited resources on the greatest opportunities to increase sales and achieve a
sustainable competitive advantage.

DEVELOPING A MARKET STRATEGY

Marketing strategies serve as the fundamental underpinning of marketing plans
designed to fill market needs and reach marketing objectives. Plans and objectives are
generally tested for measurable results. Commonly, marketing strategies are
developed as multi-year plans, with a tactical plan detailing specific actions to be
accomplished in the current year. Time horizons covered by the marketing plan vary

by company, by industry, and by nation, however, time horizons are becoming shorter
as the speed of change in the environment increases. Marketing strategies are dynamic
and interactive. They are partially planned and partially unplanned.
Marketing strategy involves careful scanning of the internal and external
environments. Internal environmental factors include the marketing mix, plus
performance analysis and strategic constraints. External environmental factors include
customer analysis, competitor analysis, target market analysis, as well as evaluation of
any elements of the technological, economic, cultural or political/legal environment
likely to impact success. A key component of marketing strategy is often to keep
marketing in line with a company's overarching mission statement.
Once a thorough environmental scan is complete, a strategic plan can be constructed
to identify business alternatives, establish challenging goals, determine the optimal
marketing mix to attain these goals, and detail implementation. A final step in
developing a marketing strategy is to create a plan to monitor progress and a set of
contingencies if problems arise in the implementation of the plan.

TYPE OF STRATEGIES
Marketing strategies may differ depending on the unique situation of the individual
business. However there are a number of ways of categorizing some generic
strategies. A brief description of the most common categorizing schemes is presented
below:
Strategies based on market dominance - In this scheme, firms are classified based
on their market share or dominance of an industry. Typically there are four types of
market dominance strategies:
Leader
Challenger
Follower
Nicher
Porter generic strategies - strategy on the dimensions of strategic scope and strategic
strength. Strategic scope refers to the market penetration while strategic strength
refers to the firms sustainable competitive advantages.

The generic strategy framework (porter 1984) comprises two alternatives each with
two alternative scopes. These are Differentiation and low-cost leadership each with a
dimension of Focus-broad or narrow.
Product differentiation (broad)
Cost leadership (broad)
Market segmentation (narrow)
Innovation strategies this deals with the firm's rate of the new product
development and business model innovation. It asks whether the company is on the
cutting edge of technology and business innovation. There are three types:
Pioneers
Close followers
Late followers
Growth strategies In this scheme we ask the question, How should the firm
grow?. There are a number of different ways of answering that question, but the most
common gives four answers:
Horizontal integration
Vertical integration
Diversification
Intensification
A more detailed scheme uses the categories:
Prospector
Analyzer
Defender
Reactions

RESEARCH METHODOLOGY

The purpose of methodology section in the report making is to describe the research
process that is followed while doing the main part. This would however include the
research design, the sampling procedure, and the data collection method. This section
is perhaps difficult to write For doing the survey research, structured questionnaire
with both open-ended and closed-ended questions was used.
as it would also involve some technical terms and may be much of the audience will
nor be able to understand the terminology used.

Research Design
A research design is purely and simply the framework or plan for a study that guides
the collection and analysis of data. The survey research was used in this project,
because consumers feedback was necessary for obtaining the data.

Research Instrument
The methodology followed by the researcher, during the preparation of the report was:

Mode of Survey

The mode of survey was personal interview with the respondents during the filling up
of the questionnaires.
Personal Visits
As a part of the analysis, it was necessary to visit the students of different school, as it
would always help me knowing the nature of students. We visited different schools
and asked the student different questions which are formatted in the questionnaire.

Data source

Primary Data

Primary data is that kind of data which is collected directly by the investigator himself
for the purpose of the specific study. Primary Data is collected by the investigator
through interviews of company employees, vendors, distributor etc. Data such
collected is original in character. The advantage of this method of collection is the
authentic. A questionnaire of about 50 questions was made and it was given to the
dealers to fill it up for our research. The research was a kind of conclusive research as
it helps in the testing of hypothesis. The method of sampling was the Random method
as it is unbiased.

 Secondary Data
When an investigator uses the data that has been already collected by others, is called
secondary data. The secondary data could be collected from Journals, Reports,
libraries, magazines, fair & conference and other publications. The advantages of the
secondary data can be It is economical, both in terms of money and time spent .The
researcher of the report also did the same and collected secondary data from various
internet sites like www.google.com, www.airtel.com, www.hutch.co.in and many
more. The researcher of the report also visited various libraries for collection of the
introduction.

SAMPLE DESIGN
While developing a sample design, following points should be kept in mind:
Sampling unit: A decision has to be taken concerning a sampling unit before
selecting sample. Sampling unit may be a geographical one such as state, district,
village etc or a construction unit such as house, flat etc. or it ,may be as social unit
such as family, club, school etc or it may be an individual . the researcher will have to
decide one or more of such units that he has to select for his study
Size of the sample: This refers to the number of items to be selected from the
universe to constitute a sample. This is a major problem before a researcher. The size
of the sample should be neither is excessively large, nor too small. it should be
optimum
An optimum sample is one which fulfills the requirements of efficiency,
representatives, reliability and flexibility
Sample element and sample unit
45 people have been interviewed to . Sampling frame: 45-50 People.
know their opinion about insurance and finance Extent
Delhi (sample unit) Time frame: 8weeks

OBJECTIVES OF THE STUDY

The present study of the marketing strategy of the Maruti Suzuki (Pvt.) Limited
revolves around the following broad objectives:
To study the evolution and growth of the Maruti Suzuki (Pvt.) Limited in the context
of the automobile revolution in India;
To study the growth strategy of the Maruti Suzuki (Pvt.) Limited and the marketing
methods followed by it in this regard.
To study the small car revolution in India and the contribution of the Maruti Suzuki
(Pvt.) Limited to it.
22

DATA ANALYSIS& INTERPRETATION

1. What method do you follow for marketing of your products?

(i)

Only Direct sales Method---------------------

(ii)

Only Indirect Dealership Method----------------- 18 percent

(iii) Both ----------------------------------------------------

28 percent
54 percent

60%
50%
40%
30%
20%

only direct sales method

10%

only indirect sales method

0%
only direct sales
Method

28%

only indirect sales

Method

18%

Both

54%

both

2. Do you think Advertisement is an effective method of selling your automobile

Products ?
(iv) Yes-------------------------------------------------

45 percent

(v)

18 percent

No-----------------------------------------------------

(vi) Do not know/ Cannot say------------------------- 27 percent

45%
40%
35%
30%
25%
20%
15%

yes
No
cant say

10%
5%
0%
Yes

45%

No

18%

cant say

27%

3. What type of advertising will be helpful in increasing salability of your auto

products ?

(vii) Product Specific------------------------------------- 34 percent

(viii) Company Specific---------------------------------- 22 percent
(ix)

Personality oriented ------------------------------- 17 percent

(x)

Do not know / Cannot say ------------------------ 27 percent

35%

30%

25%

20%

15%

product specific
company specific

10%

personality specific
cant say

5%

0%
product specific

34%

company specific

22%

personality specific

17%

cant say

27%

4. Do you think that auto fairs are effective methods of sale

promotion?

(xiv) Yes------------------------------------------------- 55 percent

(xv) No----------------------------------------------------- 12 percent
(xvi) Do not know/ Cannot say------------------------- 33 percent

60%
50%
40%
30%
20%

yes
no
cant say

10%
0%
Yes

55%

No

12%

cant say

33%

5. Future of the automobile industry in India.

(i)

The boom will continue --------------------------------------------- 75 percent

(ii)

The boom is a temporary economic situation----------------

12 percent

(iii) Do not know/ Can not say -------------------------------------------

13 percent

80%
70%
60%
50%
40%
30%
20%

yes
no
cant say

10%
0%
Yes

75%

No

12%

cant say

13%

6. Major Weakness of Maruti Suzukis Marketing strategy.

Branding ------------------------------------ 14 per cent

Publicity -----------------------------------------

09 percent

Infrastructure assessment and Development -------------------------------- 77 percent

80%
70%
60%
50%
40%

branding

30%
publicity
20%
10%

infrastructure assessment
& development

0%
branding

14%

publicity

9%

infrastructure
assessment &
development

77%

7. How do the Foreign Automobile Companies affect the prospects of the domestic
players in the Indian market?
(i) 32 percent ------------------------------ have reduced the profit margin of the
domestic players
(ii)

53

percent ---------------------------------- have made the automobile industry

more competitive.
(iii) 07

percent ------------------------------- do not have significant effects on the

domestic players operating in the automobile industry

(iv) 08 percent ------------------------------- do not know / can not say

60%
50%
40%
30%
20%

reduced the profit margin

10%

made industry more competitive

0%
reduced the profit

do not make any significant effect

32%

Margin
made industry

53%

more competitive
do not make any
significant effect

15%

74

8. Maruti Suzuki has a future growth. Opinion?

75 percent -------------------- Maruti Suzuki is gradually spreding its wings and being a
very big company has the capacity to absorb short term losses, hence has a very good
prospect for the future market in India.
20 percent ---------------------- Its future is like any other private automobile companies in
India
5 percent -------------------- do not know/ can not say

80%
70%
60%
50%
Maruti is growing and has good
future

40%
30%

Maruti is like any other automobile

company

20%

cant say

10%
0%
Maruti is growing
and has good

75%

future
Maruti is like any
other automobile

20%

company
cant say

5%

9. Which is the major factor to increase the sale of your products?

(i)

Only Brand ----------------------

17percent

(ii)

Demand-Supply factors ------ 35 percent

Only Quality
(iii) ----------------------23 percent
(iv) Other factors --------- 25 percent

35%
30%
25%
20%
15%
only brand

10%

demand-supply factor

5%

only quality

0%
only brand

17%

demand-supply

35%

Factor
only quality

23%

others

25%

others

10. Do you think brand extension is necessary for the company? If

yes, why?
(i)

78 percent --------------------------------- Yes

(ii)

04 percent -------------------------------- No

(iii) 18 percent -------------------------------- Do not know / Can not say

80%
70%
60%
50%
40%
30%
20%

yes
no
cant say

10%
0%
Yes

78%

No

4%

cant say

18%

Those who believe that brand extension is necessary as part of its marketing strategy
holds the view that when a known brand extends into a product category that involves
sophisticated and state-of-the-art technology, consumers face uncertainty and
perceive a financial risk when considering the extension for purchase. The
recognition that brands are a powerful yet underutilized assets is why trademark
licensing has become a popular marketing strategy. Because many brand owners don't
have the resources to pursue every viable business opportunity, they utilize trademark
licensing to enter new markets beyond their core competencies.

FINDINGS

It was found that dealers agree that Marketing Strategies helps to increase sale
of product.

Most of the customers are attracted through media publicity and mouth
publicity.

Swift from Maruti are most demanded cars by customers.

Customer prefers Petrol Version cars rather than Diesel or L.P.G. version.
Most of the Customers were found satisfied with cars performance.
Around 50-75% of customers purchase cars on installment basis.
From survey, it was found that around 64% were Maruti users.
Pricing of cars was found reasonable by most of the customers.
Customers were satisfied with dealers service.
Suggestions and Recommendations

To Dealers
As dealers directly interact with customers, they should maintain proper Customer
Relationship Strategy.

They should differ service benefits and offerings according to the various
customers segments. Which may include classification on the basis of?
- Income group
- Age group

Dealers should help customers in taking right decision for buying car and
should give complete information about car before customer purchase car.

The customers purchasing car on installment basis, should also be provided

with additional accessories as there is in case of cash purchase.

Dealers should provide good after sales service and should maintain good
relations with customers so that reference can be get and goodwill will increase.

To Company

Maruti should more frequently come with mid-size models like

sx4 and swift as

this sedan model is doing very good in market.

Maruti should come up with diesel model of mid-size cars as market survey
says that the use of diesel cars will increase by 50% by 2011

Maruti should try to increase their number of dealers and service stations so
that customers can get better service.

Maruti company should try to build trust in customers as competition

is increasing day by day.

Company should try to give some good schemes and offers and discounts
for old and new customers.


Maruti should try to expand its range of cars from small car and
hatchbacks to more mid-size cars like sx4 and swift mid size version.
CONLUSION

Maruti suzuki is good in its marketing strategy and shows good results. And as Maruti
has its vast network of dealers and service centers they are able to provide good after
sales services and are able to maintain good relationship with customers which is their
strongest point. Maruti is also benefited with its goodwill and Brand name which is
already there in market. So Maruti can use these as an opportunity to bring new
and innovative car models in market and try to attract more and more customers. It can
be seen that Maruti is trying to attract customers from all segments by launching cars
like sx4, Swift, Ritz but their main preference is A segment cars only.
BIBLIOGRRAPHY

Books
Marketing
Kotler, P. (Year). Marketing Management. New Delhi: Publisher.
Marketing Management Sharma Arun
Magazines
Auto Drive Indian Auto Over Drive

Websites
www.marutisuzuki.com www.hyundai.com
www.google.com
www.autoindia.com www.overdrive.com

www.wikipedia.com www.etmba.com

Annexure

QUESTIONNAIRE

What method do you follow for marketing of your products?

Only Direct sales Method--------------------- 28 percent
Only Indirect Dealership Method----------------- 18 percent
Both ---------------------------------------------------- 54 percent

2. Do you think Advertisement is an effective method of selling your automobile

products?
Yes------------------------------------------------- 45 percent

No----------------------------------------------------- 18 percent
Do not know/ Cannot say----------------------27 percent

3.What type of advertising will be helpful in increasing salability of your auto

products?
Product Specific------------------------------------- 34 percent

Company Specific---------------------------------- 22 percent

Personality oriented ------------------------------- 17 percent
Do not know / Cannot say ------------------------ 27 percent

4. Do you think that auto fairs are effective methods of sale promotion?
Yes------------------------------------------------- 55 percent
No----------------------------------------------------- 12 percent
Do not know/ Cannot say-------------------------33 percent

5. Future of the automobile industry in India.

The boom will continue
---------------------------------------------

75 percent

The boom is a temporary economic situation----------------

12 percent

Do not know/ Can not say ------------------------------------------- 13 percent

annot say-------------------------33 percent

6. Major Weakness of Maruti Suzukis Marketing strategy.

Branding ------------------------------------ 14 per cent
Publicity -----------------------------------------

09 percent

Infrastructure assessment and Development -------------------------------- 77 percent

7. How do the Foreign Automobile Companies affect the prospects of the domestic
players in the Indian market?
32 percent ------------------------------

have reduced the profit

Th
margin of e

domestic players
53 percent ---------------------------------- have made the automobile industry more
competitive.
07 percent -------------------------------

do not have

Th
significant effects on e

domestic players operating in the automobile industry

08 percent ------------------------------- do not know / can not say

8. Maruti Suzuki has a future growth. You opinion?

75 percent -------------------- Maruti Suzuki is gradually spreding its wings and
being a very big company has the capacity to absorb short term losses, hence has
a very good prospect for the future market in India.
20 percent ---------------------- Its future is like any other private automobile
companies in India
5 percent -------------------- do not know/ can not say
9. Which is the major factor to increase the sale of your products?
Only Brand ----------------------

17percent

Demand-Supply factors ------ 35 percent

Only Quality
----------------------23 percent
Other factors --------- 25 percent
10. Do you think brand extension is necessary for the company? If yes, why?
78 percent --------------------------------- Yes
04 percent -------------------------------- No
18 percent -------------------------------- Do not know / Can not say

60