A Project Report on

A STUDY SALES PROMOTION TECHNIQUES USED BY

“MARUTI SUZUKI”
For
SEVA AUTOMOTIVE PVT.LTD
NASHIK, MAHARASHTRA

By
SAGAR BHAMARE
IN PARTIAL FULFILMENT OF
Post-Graduation Diploma in Management (PGDM)

TAXILA BUSINESS SCHOOL

JAIPUR (RAJASTHAN)
2018-2020
A STUDY SALES PROMOTION TECHNIQUES USED BY
“MARUTI SUZUKI”

For
SEVA AUTOMOTIVE PVT.LTD
NASHIK, MAHARASHTRA

IN PARTIAL FULFILMENT OF
Post-Graduation Diploma in Management (PGDM)

TAXILA BUSINESS SCHOOL

JAIPUR (RAJASTHAN)
2018-2020
 ACKNOWLEDGEMENT

A Summer Internship project is a golden opportunity for learning and self-development. I

consider myself very lucky and honoured to have so many wonderful people lead me through
in completion of this project.

My grateful thanks to SEVA AUTOMOTIVE PVT.LTD, NASHIK (MH) who in spite of

being extraordinary busy with their duties, took time out to hear, guide and keep me in the
correct path. I do not know where I would have been without her/him. A humble “thank you”
madam.

Mr. Tushar Jadhav (Team leader) Sand Marketing department monitored my progress and
arranged all facilities to make life easier. I choose this moment to acknowledge her/his
contribution gratefully.

I would like to thank Mr A.K.PATHAK, TAXILA BUSINESS SCHOOL for his efforts and
help provided to me to such an excellent opportunity.

Last but not the least there were so many who shared valuable information that helped in the
successful completion of this project.

SAGAR BHAMARE
CERTIFICATE OF ORIGINALITY

I, SAGAR BHAMARE Roll No. PGDM2018057 of Batch 2018-2020, am a full time

bonfide student of Post Graduate Diploma in Management program at Taxila Business
School, Jaipur.

I hereby certify that I have undergone Summer internship at SEVA AUTOMOTIVE

PVT.LTD from 8th July -31 August 2019 and the project titled “A Study of SALES
PROMOTION TECHNIQUES USED BY MARUTI SUZUKI” submitted in partial
fulfilment for the requirement of PGDM program is an original work of mine under the
guidance of industry mentor Mr. Tushar Jadhav and is not based on or reproduced from any
existing work of any other person.

Further, the project is not based on or reproduced from any earlier work undertaken at any
other time or for any other purpose, and has not been submitted anywhere else at any time.

Student Name: Sagar Bhamare Date:

Signature: Place: Jaipur

 INDEX
PAGE

CONTENT

6-7
EXECUTIVE SUMMARY

CHAPTER I –( INTRODUCTION TO THE TOPIC) 9-11

CHAPTER II – ( COMPANY PROFILE,VISION,MISSION,PRODUCTS) 12-19

CHAPTER III (CONCEPTUAL FRAME WORK ) 20-27

CHAPTER IV ( RESEARCH METHODOLOGY ) 28-31

CHAPTER V ( DATA ANALYSIS AND INTERPRTATION ) 32-36

CHAPTER VI ( FINDINGS, RECOMMENDATIONS, CONCLUSION ) 36-40

ANNEXURE
(Questionnaires) 40-42

BIBLOGRAPHY: 44
EXECUTIVE SUMMARY
Maruti Suzuki India Limited (MSIL) is a traveller vehicle organization. The Company is
occupied in the matter of assembling, buy and clearance of engine vehicles and car extra
parts. It incorporates different exercises like Company assistance of pre-possessed vehicle
deals, armada the executives and vehicle financing. The Company is a backup of Suzuki
Motor Corporation, Japan. The Company has an arrangement of 13 brands and more than 150
variations. It is generally renowned for vehicle financing practically every one of the
individuals of even white-collar class people can purchase by this account technique for
obtaining the vehicle. From the beginning stage, Maruti brought to India, an extremely basic
yet incredible Japanese way of thinking less, littler, shorter, neater and lighter.

It additionally trades section level models all through the world in excess of 100 nations and
the primary vision has been to recognize new showcases. Some significant market
incorporates Africa, Latin America and south East Asia. Nonetheless, it is the main producer
organization for the four wheelers in India and increasing colossal benefits everywhere
throughout the part. Furthermore, the Maruti Company's way of thinking is three R's chiefly
alludes to diminish, reuse and reuse. In this premise, the organization is reusing the old autos
and made it into another item. Maruti Suzuki India restricted is otherwise called Maruti
Udyog constrained. The organization's primary point is constantly 2013 its assembling limit
must raise to 1.75million. it is a traveller vehicle organization incorporates help of pre-
claimed vehicle deals and the organization is in such a manner condition, that in just 2010 it
sold 295,920,000,00 vehicles. The organization's head quarter is situated in New Delhi India.
Maruti Suzuki India Limited is a broadly recorded automaker in India. It is the greatest
vehicle maker in Southern Asia. Suzuki Motor Corporation of Japan holds a dominant part
stake in the organization. It was the first organization in Quite a while to mass-produce and
sell in excess of a million autos. It is to a great extent credited for having gotten a car
transformation to India. It is the market chief in India and on 17 September 2007, Maruti
Udyog Limited was renamed Maruti Suzuki India Limited. The organization's base camp are
situated in Delhi. Maruti Udyog Limited (MUL) was set up in 1981 in the long stretch of
February, however the genuine creation started in 1983 with the Maruti 800, in light of the
Suzuki Alto vehicle which at the time was the main current vehicle accessible in India, its
solitary rivals the Hindustan Ambassador and Premier Padmini were both around 25 years
outdated by then. Through 2004, Maruti Suzuki has produced more than 5 Million vehicles.
Maruti Suzuki's are sold in India and different a few different nations, contingent on fare
orders. Models like Maruti Suzuki's (yet not produced by Maruti Udyog) are sold by Suzuki
Motor Corporation and fabricated in Sri lanka, Bangladesh and other South Asian nations
The organization every year sends out in excess of 40,000 vehicles and has an amazingly
enormous home market in India exchanging more than 720,000 autos every year. Maruti 800,
until 2004, was the India is biggest exchanging smaller vehicle as far back as it was propelled
in the year 1983. In excess of a million units of this vehicle have been sold over the world up
until this point. As of now, Maruti Suzuki Alto tops the business outlines and Maruti Suzuki
Swift is the biggest selling in A2 portion. Mission is the statement of an organization’s
purpose, what it want to accomplish in the larger environment and its goals, which are
specific, realistic and motivating. Missions are described over visions and visions demand
certain objectives. The main objectives/Missions of MUL are:

Modernization of the Indian Automobile Industry.

manufacturing the cars quickly and selling them for a low rate
Producing fuel-efficient vehicles to conserve scarce resources.
Production of large number of motor vehicles, which was necessary for economic
growth.
Market Penetration, Market Development Similarly Product Development and
Diversification.
Partner relationship management, Value chain, Value delivery network.
 CHAPTER – 1
INTRODUCTION TO THE TOPIC AND INDUSTRY

“A Study of SALES PROMOTION TECHNIQUES USED BY “MARUTI SUZUKI”

Beginnings its journey from the day when the first car rolled on the streets of Mumbai in
1898, the Indian car industry has demonstrated a phenomenal growth to this day. Today the
Indian vehicle industry displays a system of assortments and models meeting every single
imaginable desire and universally settled industry benchmarks. Some of the leadings name in
their Indian car industry Maruti Suzuki, Tata Motors, Mahindra and Mahindra, Hyundai
motors, Hero Honda, Toyota Motors etc.

During the early stages of its development, Indian car heavily depended on foreign
technologies. However, over the years manufactures in India have started using their own
technology evolved in the native soil.

In 1940s, the Indian automotive industry was at very low stage. . A car industry rise in
india.in the underlying years after freedom Indian car industry was tormented by ominous
government strategies All it had to offer in passenger car segment was 1940s Morris model
called the Ambassador. In 1953, Government India and private sector came together to build
an automobile manufacturing industry to meet the rising needs of the automotive industry.

Ford and general motors, sensing the potential, set up local companies that year to sell and
service their motors and trucks.in 1928, general motors Ltd. commenced assembling trucks
and cars in its factory Bombay, the first car assemble in India rolling off the assembly line on
4th .two years later, ford motor co of India Ltd. commenced assembly of automobile in
madras, and next year in Bombay and Calcutta.

Hindustan engines Ltd Bombay was set up in 1942 and individually continuously make total
automobiles .Hindustan motors ,a Birla group company ,began manufacturing operation in
1948 by assembling Morris Oxford cars and Bedford trucks ,gradually indigenizing was re-
introduced as the Hindustan ambassador .

The automobile car sector of India is the seventh largest in the world. The country is the
largest manufacture of motorcycle and the fifth largest producer of commercial vehicles
industry Huge increase in the figures over the immediate future .in the year 2009. ,India is
the fourth largest exporter of cars following japan, South Korea and Thailand .
The Indian automobile industry became the fourth largest in the world with sales increasing
9.5 per cent year-on-year to 4.02 million units (excluding two wheelers) in 2017. It was the
seventh largest manufacturer of commercial vehicles in 2018.

The Two Wheelers section rules the market regarding volume inferable from a developing
white collar class and a youthful populace. In addition, the developing enthusiasm of the
organizations in investigating the rustic markets additionally helped the development of the
division. India is additionally a noticeable auto exporter and has solid fare development
desires for the not so distant future. Car fares became 14.5 percent during FY 2019. It is
relied upon to develop at a CAGR of 3.05 percent during 2016-2026. Likewise, a few
activities by the Government of India and the real vehicle players in the Indian market are
required to make India a pioneer in the bike and four-wheeler advertise on the planet by
2020.
 CHAPTER-2
(COMPANY PROFILE,
VISION MISSION,
PRODUCTS)
 COMPANY PROFILE

Type of company- Public

Industry – Automotive

Founded -1981

Headquarter – New Delhi

Key people – R.C Bhargava (chairman)

CEO- Kenichi Ayukawa

Products – Automobile

Sports cars

Passenger Vehicle

Commercial Vehicle
Maruti Suzuki India Limited, formerly known as Maruti Udyog Limited, is an automobile
manufacturer in India. It is a 56.21% owned subsidiary of the Japanese car and motorcycle
manufacturer Suzuki Motor Corporation. As of July 2018, it had a market share of 53% of the
Indian passenger car market. Better source needed Maruti Suzuki manufactures and sells
popular cars such as the Ciaz, Ertiga, Wagon R, Alto K10 and Alto 800, Swift, Celerio, Swift
Dzire, Baleno and Baleno RS, Omni, Baleno, Eeco, Ignis, S-Cross and Vitara Brezza. The
company is headquartered at New Delhi. In May 2015, the company produced its fifteen
millionth vehicle in India, a Swift Dzire. The Government of India founded Maruti Udyog
Limited in 1981, only to merge with the Japanese automobile company Suzuki in October
1982. The first manufacturing factory of Maruti was established in Gurgaon, Haryana, in the
same year. Maruti Suzuki grabbed 50% market share in the passenger vehicles segment for the
first time ever in 2017-18 as its utility vehicle sales outpaced that of rivals.

Maruti, India’s biggest car maker, also sold more than 1.5 million units for the first time in its
over-three decade history. At 1.65 million, Maruti’s sales were 14% more than the year before,
and almost twice the pace of the passenger vehicles industry. Maruti Suzuki chairman RC
Bhargava said the company’s investment in diesel technology when the fuel was much cheaper
than petrol, as well as in new models and sales network helped it gain market share. “The 39%
market share in FY13 was not normal at the time (when) the gap between petrol and diesel
prices widened to around Rs 32 per litre,” said Bhargava. “The market shifted to diesel and we
did not have enough diesel cars. Since then, we have invested in diesel capacity. The market
has normalised. Of course, we have added a lot of new models and have strengthened the
distribution network. Nexa has taken off well; Suzuki investing in Gujarat has freed up
resources. These decisions were initially met with hesitation, but we understand the market
well. It has all paid off.”

While Maruti Suzuki has been the leader in India’s market for passenger cars and vans, it
captured the top spot in utility vehicles (UVs) only in fiscal 2018. Despite a late surge by
Mahindra &Mahindra helping the long-time leader inch ahead in the March quarter, Maruti
Suzuki ended the year with a lead of 25,000 units and a 27% market share, show data released
by auto firms in the past few days. In 1989, the Maruti 1000 was introduced and the 970 cc,
three-box was India's first contemporary sedan. By 1991, 65 per cent 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 per cent, making the company a 50-50 Joint Venture
with the Government of India the other stake holder. In 1993, the Zen, a 993 cc, hatchback was
launched and in 1994 the 1298 cc Esteem was introduced. Maruti produced its 1 millionth
vehicle since the commencement of production in 1994. Maruti's second plant was opened with
annual capacity reaching 200,000 units. Maruti launched a 24-hour emergency on-road vehicle
service. In 1998, the new Maruti 800 was released, the first change in design since 1986. Zen
D, a 1527 cc diesel hatchback, and Maruti's first diesel vehicle, and a redesigned Omni were
introduced. In 1999, the 1.6 litre Maruti Baleno three-box saloon and WagonR were also
launched.

In 2000, Maruti became the first car company in India to launch a Call Centre for internal and
customer services. The new Alto model was released. In 2001, Maruti True Value, selling and
buying used cars was launched. In October of the same year the Maruti Versa was launched.
In 2002, Esteem Diesel was introduced. Two new subsidiaries were also started: Maruti
Insurance Distributor Services and Maruti Insurance Brokers Limited. Suzuki Motor
Corporation increased its stake in Maruti to 54.2 per cent.

In 2003, the new Suzuki Grand Vitara XL-7 was introduced while the Zen and the Wagon R
were upgraded and redesigned. The four millionth Maruti vehicle was built and they entered
into a partnership with the State Bank of India. Maruti Udyog Ltd was Listed on BSE and NSE
after a public issue, which was oversubscribed tenfold. In 2004, the Alto became India's best
selling car overtaking the Maruti 800 after nearly two decades. The five-seater Versa 5-seater,
a new variant, was created while the Esteem was re-launched. Maruti Udyog closed the
financial year 2003-04 with an annual sale of 472,122 units, the highest ever since the company
began operations and the fiftieth lakh (5 millionth) car rolled out in April 2005. The 1.3 litre
Suzuki Swift five-door hatchback was introduced in 2005.

In 2006 Suzuki and Maruti set up another joint venture, "Maruti Suzuki Automobiles India",
to build two new manufacturing plants, one for vehicles and one for engines. Cleaner cars were
also introduced, with several new models meeting the new "Bharat Stage III" standards. In
February 2012, Maruti Suzuki sold its ten millionth vehicle in India. In July 2014 it had a
market share of more 45%.

Maruti Suzuki is now looking to shift its current manufacturing facility located in the
downtown Gurgaon as apparently it is short of space and logistics. It is hunting for a huge 700
acres of plot of land.

On 25 April 2019, Maruti Suzuki announced that it would phase out production of diesel cars
by 1 April 2020, when the Bharat Stage VI emission standards come into effect. The new
standards would require a significant investment from the company to upgrade its existing
diesel engines to comply with the more stringent emission standards. Chairman R.C. Bhargava
stated, "We have taken this decision so that in 2022 we are able to meet the Corporate Average
Fuel Efficiency norms and higher share of CNG vehicles will help us comply with the norms.
I hope the union government's policies will help grow the market for CNG vehicles." Diesel
cars accounted for about 23% of Maruti Suzuki's annual sales.

VISION - The Leader in the Indian Automobile Industry, creating customer Delight and
Shareholder’s wealth; A pride of India” Core Values of MUL.

Tagline-“Way of Life”

The objectives of MUL

• 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.
 MARUTI SUZUKI PRODUCTS

Alto k10 –

Alto is a great combination of economy, practicality and styling. Its refreshed model offers
smart changes in the interiors. Alto is the largest selling car In India and globally.

The Alto K10 has an appealing design that is well- complemented with elegant and smart
accessories. The powerful 1litre K-series engine makes the Alto K10 an exhilarating drive.
Thoughtful engineering has made the Alto K10, a truly eco-friendly car.

Specification

Length 3545mm
Height 1490mm
Wheelbase 2360mm
Width 1515mm
Boot space 117L
Ground Clearance 160mm

Based on a new platform, the all-new WagonR is the tallest in its class and has a distinct sloping
stance. The new WagonR is powered with the K-series engine that delivers improved power
and fuel efficiency. The new frame type front suspension, three point control arm and gas filled
McPherson struts lead to better stability and riding comfort.
 Specification

Length 3679mm
Height 1478mm
Wheelbase 2422mm
Width 1579mm
Ground Clearance 165mm
Boot space 180mm
New Swift comes with a new platform that makes it longer and wider. Lighter body-weight
along with improved engine dynamics, leads to best-in-class acceleration and a high power to
weight ratio. While the plush, eye-riveting interiors add exuberance, the new Swift gets an
enhanced external appeal with futuristic styling yet retains the characteristic sporty, bold and
youthful DNA of 'brand Swift'. The new Swift is powered by the advanced K-series and
DDiS engines.

Specification

Length 3840mm
Height 1530mm
Wheelbase 2450mm
Width 1735mm
Boot space 268L
Ground Clearance 163mm
With its desirable exteriors and luxurious interiors, the Dzire is a car that has everything one
can desire. The car comes with excellent handling and luggage space and a spirited engine. It
has reassuring security features such as dual front airbags, Anti-lock Brakes System (ABS) and
Electronic Brake-force Distribution (EBD).

Specification

Length 3995mm
Height 1515mm
Wheelbase 2450mm
Width 1735mm
Boot space 378L
Ground Clearance 170mm

Specification

Length 4395mm
Height 1690mm
Wheelbase 2740mm
Width 1735mm
Boot space 400 L
Ground Clearance 185mm
 Specification

Length 4490mm
Height 1485mm
Wheelbase 2650mm
Width 1730Mmm
Boot space 510L
Ground Clearance 170mm

Current Market scenario –

Maruti Suzuki grabbed 50% market share in the passenger vehicles segment for the first time
ever in 2017-18 as its utility vehicle sales outpaced that of rivals.

Maruti, India’s biggest car maker, also sold more than 1.5 million units for the first time in its
over-three decade history.

At 1.65 million, Maruti’s sales were 14% more than the year before, and almost twice the pace
of the passenger vehicles industry.
 CHAPTER -3

Conceptual Framework:
Theoretical Background of
The Topic Relevant
India is one of the largest country in automobile industry . It had recently been one of the
quickest developing comprehensively, yet is right now encountering level or negative
development rates. India's vehicle and business vehicle manufacturing industry are the sixth
biggest on the world, with a yearly creation of more than 3.9 million units in 2011. As per
reports, India overwhelmed Brazil and turned into the sixth biggest traveller vehicle maker on
the planet became 16to 18 percent to sell around three million units throughout 2011 and
2012. In2009. In2009, India emerged as Asia's fourth biggest exporter of passenger cars
behind Japan, South Korea, and Thailand. In 2010, India beat Thailand to turn into Asia's
third biggest exporter of passenger vehicle .As of 2010. India is home to 40 million-passenger
vehicles. The of India's car-manufacturing industry is based around three clusters in the
south, west and north. The southern region consisting of Chennai is the biggest with 35% of
the revenue share. More than 3.7million car vehicles were created in India in 2010 (an
expansion of 33.9%), making the nation the second (after China) quickest developing car
advertise on the planet in that year majority of the car manufacturing in north south west
around 3 %. The western centre close Mumbai and Pune adds to 33% of the market and the
northern bunch around the National Capital Region contributes 32%. Chennai, with the India
tasks of Ford, Hyundai, Renault, Mitsubishi, Nissan, BMW, and Hindustan Motors to start
their activities by 2014. Chennai represents 60%of the nation's car sends out. Gurgaon and
Manesar in Haryana structure the northern bunch where the nation's biggest vehicle producer,
Maruti Suzuki, is based. Chakan also car manufacturing in Maharashtra. Volkswagen, Skoda,
Mahindra and Mahindra, Tata Motors, Mercedes Benz, Land Rover, Jaguar Cars, Fiat and
Force Motors having gathering plants in the zone. Nashik has a noteworthy base of Mahindra
and Mahindra with a SUV get together unit and an Engine gathering unit. Aurangabad with
Audi, Skoda and Volkswagen additionally frames some portion of the western group.
Another rising group is in the territory of Gujarat with assembling office of General Motors
in additionally made arrangements for Tata Nano at their plant in Sanand. Portage, Maruti
Suzuki and Peugeot-Citroen plants are likewise set to come up in Gujarat. Kolkata with
Hindustan Motors, Noida with Honda and Bangalore with Toyota are a portion of the other
car fabricating districts around the nation. In 2011, there were 3,695 manufacturing plants
delivering car parts in all of India. The normal firm made US$6 million in yearly income with
benefits near US$400 thousand.
Marketing strategy adopted by Maruti Suzuki

Promoting technique is a procedure that can enable an association to focus its constrained
asset on the best chances to build deals and accomplish reasonable upper hand. Marketing
strategy include all basic and long-term activities in the field formulation. Evaluation and
selection of market oriented strategies and therefore contributes to the goal of the company
and its marketing objectives.

Sales strategy –

Sales promotion

According to exhibiting arrangements and progression implies those activities other than up
close and personal selling publicizing and presentation that stimulate purchaser acquiring and
seller suitability, for instance, show and show and diverse other non-dreary selling effort not
in standard regular practice.

Sales promotion objectives-

 To increase the sales and encourage the present consumers to use more frequently.
 To attract new customers by means of campaigns etc.
 To build buying habit
 To motivate and attract the sales force and get their co-operation.
 To improve manufacturer -dealer relationship.
 To help the new item go into existing and new market.

Sales promotion method-

 Price offers –offering a product at a lower than the normal price.

 Coupon- when the consumer is entitled to redeem a specific standard certificate for a
product free or in part payment.
 Discounts – other than typical exchange and money limits
 Dealer sales contests – where participating dealer are invited to compete in terms of
the performance.
  Dealer gifts – offer of useful articles and attractive gifts to dealer for his family of
office use.

Sales promotion strategy

True value outlet -

Maruti Suzuki has aided customers by providing them the facility to bring their vehicle to
True value outlet and exchange it for a new car, by paying the difference. They are offered
loyalty discounts in return. This helps them retain the customer.

Sales promotion and CRM activities

CONSUMER PROMOTION ACTIVITIES

• Price packs – • price packs are the general offers to customers of savings off the regular
price of the products. Maruti, in spite of achieving magical figures every year consistently
offer price packs. GIFT CHEQUES AND EXCHANGE BONUSES ARE ALWAYS
OFFERED ON EVERY MARUTI CAR ALL ROUND THE YEAR.

• Premiums and gifts.

Maruti Suzuki offers accessories like alloy wheels, body cover, carpets, door visors, fog
lamps, stereo systems, seat covers and other car care products as gifts with the higher
products.

• FREQUENCY PROGRAMS.

Frequency programs are to reward the loyal customers of the company. Maruti has a loyalty
discount in which the company offers 2-3% discount on the product if the buyer is already an
owner of a Maruti car. A special corporate discount is offered to employees of certain
companies on the cars.

• FREE TEST DRIVES.

The test drives are free of cost and is the best way of demonstrating a product where the
potential buyer himself drives the vehicle and decides whether to buy the car. The company
provides a test drive on a telephone request at the buyers’ home. Therefore, the buyers do not
even have to go to the sales outlet for the drive but the company guys come to the buyers
place.
• PRODUCT WARANTIES.

The warranties of the products are as high as up to 40,000 km. This considerably reduces the
cost of owning a Maruti making it the perfect car for the middle class masses, which is the
target market of most of the cars of the company. • POINT OF PURCHASE DISPLAYS.
Displays and demonstrations are of the most importance for the company. The company is
bothered about this particular parameter to such an extent that the dealerships are given only
after the minimum space requirements and the applicants fulfil the location requirements.

TRADE PROMOTION ACTIVITIES.

Price off • Price off is a straight discount off the list price or the landing price offered to the
retailers.

• Maruti offers a discount on achieving certain targets to its dealers. The exact information on
this is with the dealers and the company but the TODs are definitely offered.

BUSINESS AND SALES FORCE PROMOTION ACTIVITIES

• SALES CONTEST •

Sales contest aims at inducing the dealers to increase their sales over a stated period, with
prizes going to those who succeed. •

THE DEALER OF THE YEAR AWARD is given by Maruti depending on the sales and
service done the the dealers. Other prizes like cash discounts and foreign trips are common in
the company dealers.

• Maruti actually hired a number of sales executives from rural parts and trained them to sell
their cars in their regions.
Promotional strategy –

Advertising:

The advertising may involve the process of advertisements on Television, Radio,

Newspaper, Auto Magazines and events like Auto car. Etc.

A) T.V. Advertising-

T.V. advertising may involve the advertisement at peck hours of television viewing or during
the cricket match time in the slog over which in turn may lead to maximize exposure and thus
maximum impact on final buyers.

B) Advertising in newspaper (twice in weak)

Promoting on paper may extend the arrangement since the paper would probably elucidate
the traits and features of vehicles, since it is a basic technique to accomplishing the boss and
consequently in this way may truly affect their decision.

Advertising on Radio-

With FM listening more and more popularity amongst people especially people love to
listen to FM while driving. Thus, this could be another mean of influencing the prospects for
services like True Value at the time of 1hour in the morning and 1 hour in the evening at the
point when the general population are really going towards their office or returning come.

Auto Magazines (monthly) and Auto expo (yearly)-

The Company would promote on auto magazine like Auto vehicles, Motoring etc. Where the
entire information on product and newer features would be explained. The cover page or back
page advertisement would be used for product communication. And advertisement
 Swot Analysis –

Strength:-

 Maruti Udyog limited (MUL) is in a leadership position in the market with a market
share of 48.74.

 Major strength of MUL is having largest network of dealers and after sales service
centres in the country.

 Good promotional strategy is adopted by MUL to transfer its thoughts to the people
about its products.

 Maruti Suzuki recorded highest number of domestic sales with 9,66,447 units from
7,65,533 units in the previous fiscal. It recently attained the 10million domestic sales
mark.
 Strong Brand Value and Loyal Customer Base are big strengths for MUL.

 There are around 15 vehicles in Maruti Product portfolio. Has good product lines with
good fuel efficiency like Maruti Swift, Diesel, Alto etc.

 Alto still beats the small car segment with highest number of sales.

 MUL is the first automobile company to start second hand vehicle sales through its
True-value entity.
 MUL has good market share and hence it’s after sales service is a major revenue
contributor.

Weakness:-

 Low interior quality inside the cars when compared to quality players like Hyundai
and other new foreign players like Volkswagen, Nissan etc.

 Government intervention due to having share in MUL.

  Younger generations started getting a great affinity towards new foreign brands.

 The management and the company’s labour unions are not in good terms. The recent
strikes of the employees have slowed down production and in turn affecting sales.

 Maruti has not proved itself in SUV segment like other players.

Opportunities:-

 MUL has launched its LPG version of Wagon R and it was a good move simultaneously.

 MUL can start R&D on electric cars for a much better substitute of the fuel.
 Maruti’s cervo 600 has a huge potential in tapping the middle class segment and act as a
strong threat to Nano.

 New Dzire from Maruti will capture the market share and expected to create the same magic
as Maruti Esteem (currently not available).

 Export capacity of the company is giving new hopes in American and UK markets.

 Economic growth of the country is constantly increasing and the government is working hard
to increase the GDP to double digit.

Threats:-

 MUL recently faced a decline in market share from its 50.09% to 48.09 % in the previous
year (2011).

 Major players like Maruti Suzuki, Hyundai, and Tata has lost its market share due to many
small players like Volkswagen- polo. Ford has shown a considerable increase in market share
due to its Figo.

 Tata Motors recent launches like Tiago, Tigor Nexon are imposing major threats to its
respective competitor’s segment.

 China may give a good competition as they are also planning to enter into Indian car segment.

 Launch of Hyundai’s H800 may result in the decline of Alto sales.

 CHAPTER -4
Research & Objectives
Methodology
The objectives is to study those factors, which can accelerate the marketability of the
MARUTI SUZUKI compared to its competitors.

 To understand the market potentiality of Maruti Suzuki.

 To determine the requirements and needs of the potential customers.

 To study about the existing competitors.( Hyundai, Tata motors, Mahindra)

Research Methodology

The process used to collect information and data for making business decisions.

The research methodology done survey type, both are they like primary, and secondary.it
may be understood as a science of studying historical research is done scientifically. In it
study the various steps that are generally adopted by a research her in studying his research
problem along with the logic behind them .It is necessary for the research her to not only the
research methods or techniques but also the methodology.

 Survey Method

 Primary and Secondary data

 Sample size 100.

 Instrument: Questionnaires, Direct Interview, Blog, Internet, Maruti magazines.

Primary data:-

It consists of information collected for the specific purpose, survey research was used and he
all the details of Ford and their competitors were contacted. Survey research is the
approached gathering description and information

Secondary data:-

The secondary data consists of information that already existing somewhere having been
collected for another purpose. Any researcher begins the research work by first going through
secondary data. Secondary data includes the information available with company. It may be
the findings of research previously done in the field. Secondary data can also be collected
from the magazines, newspapers, internet other service conducted by researchers.

Area of research:

Nashik

Research approach – Survey method.

CHAPTER -5
Data Analysis and
Interpretation
Q.1) Is this first time a purchase car?

a) First time buyer b) exchange buyer c) additional buyer.

Purchase car

First time

20% 20%

Additional

60%
exchange

Ques 2: What type of car you are looking forward to?

a)Hatchback b) Sedan c) SUV.d) MUV

SEGMENT

18% SEDAN

45% HATCHBACK
17% SUV
MUV
20%

Ques 3: What are the features you look forward when you go to buy a car?

a) Power b) Safety c) Design d) comfort

 PEOPLE WANTS

25% POWER
30%
SAFETY
DESIGN
20% COMFORT
25%

Que.4) Are you aware of all the products that MARUTI SUZUKI Offers to the customers and
the new launches offered by MARUTI SUZUKI?

a) Yes b) No

User

41% YES
NO
59%

5) What other companies car have you compared Maruti Suzuki car?

a) Tata b) Hyundai 3) Mahindra 4) ford 5) Toyota

 Competitors

MARUTI

11% FORD

19% 40%
TATA

20% MAHINDRA
10%

TOYOTA

Ques 7) what are the areas where Maruti Suzuki can improve.

a) Safety b) design c) service d) Customer relationship manager.

Ans: - Maruti Suzuki needs to improve in the following areas

C) Services

d) Customer relationship manager

8) How will you rate the Sales Interaction with the employees at the dealership of Maruti
Suzuki?

A) Very Good B) Good c) neutral d) bad e) Very bad.

 10%
30% Very Good
20% Good
Neutral
Bad
10% Very bad

30%

Ques 9) Source of finance of your existing car is.

a) Own resource b) bank loan c) company loan d) financial institute

Ans :-In this question I asked about their source of finance. In replied 40% person said own
resources, 30 % said bank loan, and 25 % said company loan and remaining for i.e., 5% for
institutional loan. So it can be concluded that bank loan among people is most preferred after

Sales

5%

own resource
25%
40%
bank loan
company loan
finnacial institute

30%

10) Where do you manage to find information about Maruti Suzuki?

(A) Dealers (B) print media(C) T.V. (D) internet

Information Gather

1%
dealers
32%
42% print media
internet
t.v
25%
 CHAPTER -6
FINDINGS,
CONCLUSIONS AND
RECOMMENDATIONS
 Recommendation
Maruti Suzuki should adopt the defensive marketing strategy because as being the
second largest car producer in the international market,
Maruti Suzuki must now carry out a feasibility study for launching a vehicle in the
domestic market where it has models like the Wegonar and alto amongst others.
Maruti Suzuki should conduct market survey in Indian market for quails in order to
know the perception of Indian consumers.
Maruti Suzuki should adopt an offensive marketing strategy for entering in the big car
segment. Maruti Suzuki and Hyundai in the Indian domestic auto market dominate
this market.
Maruti Suzuki must plan an ideal marketing producing capacity, because it faces the
problem of over and under capacity in case of upturn and downturn of the market.
 Findings
Majority of the customers are using Maruti Vehicles. Out of the sample taken for the
survey, 44% of the respondents are using Maruti Vehicles customers satisfied with the
after sales service of Maruti Suzuki .

Majority of customers are looking forward for the features of safety and comfort rather
than design.

People did not have a very good experience at the dealerships as the employees there
were not sound with the product knowledge.

More cash discounts.

Delivery system is good.

Loan facility is good.

Good peer to peer relationship.

 Conclusion
India has seen a wide growth in the automobile industry in the past 10-15 years. Various
foreign players have also entered the domestic market.

Talking about the market Maruti Suzuki has various competitors, which includes Tata motors
ford Hyundai, Mahindra, jeep compass etc. Maruti Suzuki has a new launch in the MUV
Segment as Ertiga, like that which has the capacity to make its place in the market when there
are so big players in the market. What needs to be done is to focus more on its advertising and
how to make customers aware about its new product and its features. Safety, comfort, design
like that.
 ANNEXURE
(Questionnaires)
Name:
Age:
Gender:
Occupation:
Annual Income

Que.1) is this first time a purchase car.

a) First time buyer b) exchange buyer c) additional buyer.

Ques 2) what type of car you are looking forward to?

a) Hatchback b) Sedan c) SUV.

Ques 3) what are the features you look forward when you go to buy a car?

a) Power b) Safety c) Design d) comfort.

Que 4) Are you aware of all the products that Maruti Suzuki Offers to the customers and the
new launches offered by Maruti Suzuki ?

A) Yes b) No

5) What other companies car have you compared Maruti Suzuki car?

a) Tata b) Hyundai 3) Mahindra 4) ford 5) Toyota

Ques 7) what are the areas where Maruti Suzuki can improve.

a) Safety b) design c) service d) Customer relationship manager.

b)

Ques 8) How will you rate the Sales Interaction with the employees at the dealership of
Maruti Suzuki?

A) Very Good B) Good c) neutral d) bad e) Very bad.

Ques 9) Source of finance of your existing car is.

a) Own resource b) bank loan c) company loan d) financial institute.

Ques 10) How will you rate the Sales Interaction with the employees at the dealership of
Maruti Suzuki?

A) Good b) great c) unbiased d) poor.

 BIBLIOGRAPHY

 www.marutiudyog.com

 /maruti.htm

 Auto.indiamart.com

 Economictimes.indiatimes.com

 En.wikipedia.org/wiki

 www.citrix.com