JAMMU MOTORS PVT.

LIMITED [Year]

TABLE OF CONTENT
Certificate by guide ii

Student Declaration iii

Faculty Declaration iv

Acknowledgement v

CHAPTER NO. CHAPTER TITLE PAGE NO.

1 Introduction And History 4
 Introduction and history 4
about company
 Production R&D 7
 Indian automobile industry 8
 Swot analysis 17
2 Introduction to research problem 20
3 Need,scope and objectives of the study 30

4
Research Methodology 32
 Primary data 32
 Secondary data 33

5 Data Analysis And Interpretation 34

6 Finding And Recommendation 50
 findings 52

7 Conclusion,suggestion 53
&recommendation of the study

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 JAMMU MOTORS PVT. LIMITED [Year]

LIST OF TABLES

TABLE TABLE PAGE NO.

NO. TITLE

1.1 History of 10

indian

automobile

industry

1.2 key development in 14

the

1.3 Porter five 16

forces model

in india

1.4 Trends in 13

indian

passengers

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JAMMU MOTORS PVT. LIMITED [Year]

Chapter 1

3
 JAMMU MOTORS PVT. LIMITED [Year]

INTRODUCTION TO THE COMPANY

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 millionvehicles.

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.

The company's quality systems and practices have been rated as a "benchmark for the
automotive industry world-wide" by A V Belgium,

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 JAMMU MOTORS PVT. LIMITED [Year]

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 AutomobileIndustry.
• Production of fuel-efficient vehicles to conserve scarceresources.
• Production of large number of motor vehicles which was necessary for
economicgrowth.

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.

“A market is never saturated with a good product, but it is very quickly saturated
with a bad one. - Henry Ford”

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 JAMMU MOTORS PVT. LIMITED [Year]

Indian automobile industry

The automotive industry is one of the largest industries worldwide and in India as
well. The automotive sector is a vital sector for any developed economy. It drives
upstream industries like steel, iron, aluminium, rubber, plastics, glass and electronics,
and downstream industries like advertising and marketing, transport and insurance.

The automotive industry can be divided into five sectors:-

1) Passenger Cars

2) Multi- Utility Vehicles (MUVs)

3) Two- and Three- Vehicles

4) Commercial Vehicles - Light Commercial Vehicles (LCVs) / Medium and

Heavy Commercial Vehicles (MHCVs)
5) Tractors

We will be looking at the Passenger car industry in India.

Despite a head start, the passenger car industry in India has not quite matched up to
the performance of its counterparts in other parts of the world. The primary reason has
been the all-pervasive regulatory atmosphere prevailing till the opening up of the
industry in the mid-1990s. The various layers of legislative Acts sheltered the industry
from external competition for a long time. Moreover, the industry was considered
low-priority as cars were thought of as ‘unaffordable luxury’.

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 JAMMU MOTORS PVT. LIMITED [Year]

Market Strength of
Consumers: Increasing
 Increases awareness among
Threat from New Players: Increasing consumers has raised
 Most of the major global players are expectations. Thus, the
present in the Indian Market; a few more ability to innovate
are expected to enter. (technology being the
 Financial strength assumes importance as enabler) is critical.
high  Product Differentiation via
investments are required for building new features, improved
capacity. performance and after sales
 Access to distribution network is support is critical.
important. Although important for all  Increases competitive
segments, having a distribution network intensity has limited the
in rural areas is vital for two- wheeler pricing power of
makers. manufacturers.
 Lower tariffs in the post-World Trade
Organization era may expose Indian
companies to threat of imports
(however, the threat may be mitigated
by non-tariff barriers that may still exist).

Market
Strength of
Suppliers:
Low

 A large number
of automotive
component
suppliers are
present in the
Indian
automotive
7 industry.
 Automotive
players are
 JAMMU MOTORS PVT. LIMITED [Year]

History of Indian Automobile Industry

Initially, in the post-liberalization period, the automotive sector, especially the

Threat from
Substitutes: Low-
Medium
 With consumer
preferences changing,
inter-
product substitution is
taking place (scooters
are being replaced by
motorcycles, and Mini
cars by Compact Mid-
size cars.

Rivalry within the

Industry: High
kee
 There is n
segments
competition(such select
Compact and Mid-size
as the
segments in passenger
cars, and the motorcycle
segment in two-
wheelers).

 New
multinationa 8
 JAMMU MOTORS PVT. LIMITED [Year]

passenger car segment, saw a boom, derived primarily from economic vibrancy,
changes in Government policies, increase in purchasing power, improvement in life
styles, and availability of car finance. The passenger car industry was finally
deregulated in 1993. However, the automobile industry, which contributed
substantially to the industrial growth in FY1996 failed to maintain the same
momentum between FY1997 and FY1999. The overall slowdown in the economy and
the resultant slowdown in industrial production, political uncertainty and inadequate
infrastructure development were some of the factors responsible for the slowdown
experienced. In FY2000, the sector experienced a turnaround and witnessed the
launch of many new models.

Two things that stunted growth of this industry in the past have been low demand and
lack of vision on the part of the original equipment manufacturers (QEMs). However,
the demand picked up after the liberalization of the regulatory environment, and
global QEMs- who enjoy scale economies both in terms of manufacturing and
research and development (R&D) - entered the Indian market. This has resulted in a
big shift in the way business is conducted by suppliers, assemblers and marketer

PASSENGER CAR INDUSTRY IN INDIA: HIGHLIGHTS

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 JAMMU MOTORS PVT. LIMITED [Year]

 Passenger car sales are expected to increase at a compound annual growth rate
(CAGR) of 8% over the period FY2004-2007. The six broad segments in the car
market today are- Mini, Compact, Midrange, Executive, Premium and Luxury. In
the medium term, growth in the Indian passenger car industry is expected to be led
largely by the Compact and Mid-range Segments.
 The critical success factor has changed from price to price value.

 In terms of engine capacity, the Indian passenger car market is moving towards cars
of highest capacity.
 With the launch of new models from FY2000 onwards, the market for MUVs has
been redefined in India, especially at the upper end. Currently, the higher-end
MUVs, commonly known as Sports Utility Vehicles (SUVs), occupy a niche in
the urban market. With the success of SUVs, the line of distinction between
passenger cars and MUVs in the Indian market is getting increasingly blurred.
 Domestic car manufacturers are now venturing into areas such as car financing,
leasing, and fleet management, and used-car reconditioning /sales, to complement
their mainstay-business of selling new cars.

 TRENDS IN THE INDIAN PASSENGER CAR INDUSTRY

Distribution Systems: Product technology: Entry of Foreign

Changing relationship of MPFI; CRDi; diesel Manufacturers
manufacturers with system
dealers and suppliers
Manufacturing
Technologies:
Auto finance:
Indian Flexible
Better/ cheaper schemes Passenger Car Manufacturing
Systems
Industry Components:
Regulatory
Tierisation;
framework:
Tyres: Radials,
Deregulation
Retreading
; De Structure of
licensing; demand:
Removal of QRs; 10
Change in industry
Introduction of segmentation
 JAMMU MOTORS PVT. LIMITED [Year]

Materials: Low
weight; Synthetic
Composites

KEY DEVELOPMENTS IN THE INDUSTRY

DOMESTIC SALES MARKET SHARE

APR- APR- APR- APR-
AUG AUG GROWT AUG AUG
2009 2010 H 2009 2010
COMPANY NAME
Daimler Chrysler India Pvt
633 662 4.6 0.2 0.2
Ltd
Fiat India Automobiles Pvt
2907 635 -78.2 0.9 0.2
Ltd

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 JAMMU MOTORS PVT. LIMITED [Year]

Ford India Ltd 8852 6944 -21.6 2.8 2.1

General Motors India Ltd 7179 4981 -30.6 2.3 1.5

Hindustan Motors Ltd 5610 5626 0.3 1.8 1.7

Honda Siel Cars India Ltd 13813 17560 27.1 4.4 5.3

Hyundai Motor India Ltd 48299 63140 30.7 15.3 19

Maruti Udyog Ltd 162007 169606 4.7 51.4 51.1

Skoda Auto India Ltd 3003 3439 14.5 1 1

Tata Motors Ltd 58548 55536 -5.1 18.6 16.7

Toyota Kirloskar Motor
4519 4030 -10.8 1.4 1.2
Ltd
Total Passenger Car
315370 332159 5.3 100 100
Sales

During April – August 2006, the passenger car sales in India at 332159 units, marked
a growth of 5.3%over the previous year. The growth in the domestic sales of
passenger cars was led by strong growth in volumes reported by compact and mid –
size segments. While the share of mini and executive segments declined in the period
under study, the share of other segments increased. For instance, the share of compact
segment in the domestic car sales increased from 59.7% in April – August 2005 to
64.9% in April – August 2006, mid – size segment from 20.5% to 22%, and the share
of Premium segment was stagnant at 0.7% in the same period.

New variants launches, easy availability of finance at relatively lower interest rate and
price discounts offered by the players have played an important role in driving the
sales growth in the domestic passenger car industry.

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 JAMMU MOTORS PVT. LIMITED [Year]

PORTER FIVE FORCES MODEL IN THE INDAN

Threat from New Players: Increasing

 Most of the major global players are present
in the Indian Market; a few more are
Market Strength
expected to enter.
 Financial strength assumes importance as
of Suppliers:
high Low
investments are required for building capacity.
 Access to distribution network is important.  A large number of
Although important for all segments, having automotive
a distribution network in rural areas is vital component
for two- wheeler makers. suppliers are
 Lower tariffs in the post-World Trade present in the
Organization era may expose Indian Indian autor base to
companies to threat of imports (however, the achieve
threat may be mitigated by non-tariff barriers consistency in
that may still exist). quality.

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SWOT ANALYSIS

Threat from
Substitutes: Low-
Medium
 With consumer
preferences changing,
inter-
product substitution is
taking place (scooters are Rivalry within the
being replaced by Industry: High
motorcycles, and Mini
cars by Compact Mid-size  There is kee
cars. competition in n
select
segments (such as the
Compact and Mid-size
Market Strength of segments in passenger
Consumers: INCREASING cars, and the motorcycle
 Increases awareness among segment in two-
consumers has raised expectations. wheelers).
Thus, the ability to innovate
(technology being the enabler) is  New multinational
critical. players may enter the
 Product Differentiation via new market.
features, improved performance and
after sales support is critical.
 Increases competitive intensity has
limited the pricing power of
manufacturers.

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Strengths Weakness

Brand Name Lack of in house R & D

Large Distribution New model introduction
Network limited to only cosmetic
Wide product offering at changes Dominance
different price points mainly at lower level
Cheapest Cars in only (Swift)
corresponding segments
Encouraging
exports Awarded
many awards
Economy with
technology
Opportunity Threats

Rise of Indian middle Many players fighting

class and small cities for the same cake
A booming Entry of new
economy Rising players
exports Cannibalism

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Chapter 2

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INTRODUCTION TO RESEARCH PROBLEM

Different Media Channel:

Print Advertising – Newspapers, Magazines, Brochures, Fliers:

The print media have always been a popular advertising medium. Advertising products via
newspapers or magazines is a common practice. In addition to this, the print media also offers
options like promotional brochures and fliers for advertising purposes. Often the newspapers and the
magazines sell the advertising space according to the area occupied by the advertisement, the
position of the advertisement (front page/middle page), as well as the readership of the publications.
For instance an advertisement in a relatively new and less popular newspaper would cost far less than
placing an advertisement in a popular newspaper with a high readership. The price of print ads also
depend on the supplement in which they appear, for example an advertisement in the glossy
supplement costs way higher than that in the newspaper supplement which uses a mediocre quality
paper.

Promotion strategy:

The promotion includes all communications a marketer used in the market for his products and
services to create awareness, to persuade the customers, to buy and retain in future also. For
improvement in the position of sales or progress of business this method is used. The message is
given to target group regarding the features and benefits of the products or services. Without
communication, the features, benefits and schemes would not be known to the customers and
objectives of launching of products or services and increasing sales would not be completed. When
communication creates awareness then only the interest would be created and customers would take
the decision for buying. For promotion different methods of communication can be used. The
promotional strategy of Maruti Suzuki is very effective. The company emphasise on road safety and
environment friendly products. The company has launched road safety mission under which 5,00,000
people will be trained in the next three years. This will be done through two channels - Institute of
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Driving Training and Research (IDTR) and the Maruti Driving Schools spread across the country. Of
the 5, 00,000 people to be trained, at least 1,00,000 will be people from underprivileged section of
society, who are keen to take driving as a profession. The company has always promoted the concept
of "Reduce, Reuse, Recycle" (3R's). The company has taken help of all the promotional tools like
radio, television, road shows, print media, workshops and seminars to promote their cars.

Rural India is a fast emerging as a focus area in the country’s economy. Maruti knew that there is a
great potential in rural markets & in rural markets, the endorsements of opinion makers takes
precedence over an informed objective judgment. Considering this fact, Maruti Suzuki launched a
panchayat scheme for such opinion makers which covers the village Sarpanch, doctors and teachers
in government instititutions, rural bank officers where in an extra discount is given to make a sell.

As a part of customer engaging strategy and to attract the potential customers Maruti organized
various melas wherein local flavor is added by organizing traditional social activities like Gramin
Mahotsava are conducted round the year. As a part of promotional approach Maruti Suzuki
promotedSwift & other brands through sponsoring various live programmes (Dancing shows) like
Dance India Dance.

Road shows:
The Company organizes road shows to display vehicles in the pavilions during various college
festivals and exhibition.

Radio:

Radio is one of the biggest medium to communicate. The company goes for radio announcements to
convey about the product features, price, qualities, etc.
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 JAMMU MOTORS PVT. LIMITED [Year]

Print media:

The company also promotes with the help of print media .Advertisement is given in leading
newspapers as well as they distribute brochures and leaflets at public places to reach the
customers.At times they organize workshops and seminars to display their models and they also offer
test drive. The company also advertises through banners and posters.

MEDIAGRAPHIC PROFILE

Media which most of our target audience consults are

 Tele-Vision

 Set-max
 Sony
 Zee
 Sahara
 Star (Plus, Movies, Sports)
 NDTV 24*7
 Print

 Times of India
 Hindustan Times
 Dainik Jagran
 Delhi Times
 HT City
Overall Budget Total
 We are going to use a 70 lac-1 crore rupees for our advertising needs for a full page
ad in Delhi Times, TOI, HT, 10-18 lakh – quarter page, half page is about 35-50 lakh.
 10-15 Crores for print media per month

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 JAMMU MOTORS PVT. LIMITED [Year]

 For 1 second - 5 lacs varies depending on prime time/ importance of event(e.g

premier league) 10 seconds - 50 lacs (teaser ad) and 30 seconds- 60 -70 lacs.
 Maruti Suzuki has long term contracts with some channels so they get discount rates
and if they go through an agency then they pay extra commission and the total
costing in electronic media is about 40-50 crores.
Promotional Events will depend on the location, chief-guest and brand ambassador. Each event’s
cost is around 1-2 crore

Budget Breakdown
 Meet the Competition Method:
1. This tactic is used in highly competitive markets

 Advertising:
1. Television
2. Newspapers
 Sales Promotion:
1. Rebates
2. Contests
3. Discounts- WagonR- Rs.35000,
Swift Diesel- Rs.10,000+10,000 (loyalty)

 Public Relations:
1. Event Sponsorship
2. Press/Releases Premieres
 Direct Marketing:
1. Electronic Mail – Percentage Budget Allocation: 9% of total electronic media
budget
2. Catalog – Percentage Budget Allocation: 4% of the total budget.

ADVERTISING STRATEGY OF MARUTI SUZUKI INDIA LIMITED

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Advertising is one aspect of brand building. Whenever Maruti launched any brand, it supported that
brand with an ad campaign. Maruti’s advertising campaigns included TVCs, Radio and Print ads,
Point of Sale, Mobile promotions, online marketing, Outdoor promotions. Maruti’s advertising
strategy focused both on building up its corporate image and promoting its cars. Maruti’s campaigns
emphasized different aspects of its cars, including fuel efficiency, looks, space, etc.

In the late 1990s, Maruti’s advertising campaigns were handled by Lowe India (later known as Lowe
Lintas & Partners, India) and Rediffusion DY&R. While advertising related to Esteem, Zen and
Baleno were handled by Lowe India and the ad campaign of Maruti 800, Gypsy, Omni and Wagon-R
were handled by Rediffusion. With an intention to promote the all brands effectively, in 2000 Maruti
decided to appoint Capital Advertising. In 2003, Maruti Suzuki came up with an innovative
advertising that became popular for its simplicity and clear message. In this ad one child plays with
his toy car & when the father asked him, he replies, ‘Kya karoon papa petrol khatam hi nahi hota’.
This ad depicted the fuel efficiency of Maruti Suzuki.

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BRAND RELATED ADVERTISMENTS OF MARUTI SUZUKI INDIA LIMITED

Maruti segmented the customers by designing its brand specific advertisements. The advertising of
Maruti was targeted towards the needs and wants of a particular consumer segment.

1. Wagon R

Maruti launched Wagon R in 2000 and launched an ad campaign with the tagline, ‘A Car Full of
Ideas’. In May 2009, Maruti launched an outdoor campaign for Wagon R using billboards, mobile
vans, unipoles etc. The outdoor ads of WagonR were placed on 23 outdoor sites in and around
airports of several cities across India. In the ads different backgrounds were highlighted and each ad
displayed a landmark structure from each city with different messages. For e.g, in Mumbai it was,’
Welcome to the city of film stars and WagonR’, in Hyderabad, the message was ‘Welcome to the
city of Charminar & WagonR’.

2. Swift

In 2005, Maruti came up with an ad campaign for its new Swift. The ad campaign included print ads,
teaser TV ads and a TVC. In the TVC ad a Maruti Swift car being driven by a young couple at high
speed on the road without stopping & car stopped only after chased by a traffic police.

3. A-Star

Maruti has always been advertised A-Star with the tagline of ‘Stop at Nothing’ which shows the
attitude that this car has always stood for. In this ad Farhan Akhtar was the brand ambassador during
the launch and the launch TVC also shared elements with the Bollywood hit film ‘Rock On’ to make
it more relatable to the young adult seeking an expression for his passion. According to Mayank
Pareek, Head of Marketing, Maruti Suzuki India Ltd says that Cyber media is the best Marketing
tool. The company has displayed their banners on various internet sites. And due to boom of
Cineplex’s and Malls, marketing has become easy.

Outdoor Advertising – Billboards, Kiosks, Tradeshows and Events:

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Outdoor advertising is also a very popular form of advertising, which makes use of several tools and
techniques to attract the customers. The most common examples of outdoor advertising are
billboards, kiosks, and also several events and tradeshows organized by the company. The billboard
advertising is very popular however has to be really terse and catchy in order to grab the attention of
the passers by. The kiosks not only provide an easy outlet for the company products but also make
for an effective advertising tool to promote the company’s products. Organizing several events or
sponsoring them makes for an excellent advertising opportunity. The company can organize trade
fairs, or even exhibitions for advertising their products.

Promotion Strategy:

 Advertising
 TV Ads
 Print Ads
 Radio Ads
 “Ghar Aa Gaya Hindustan”
 “India Comes Home in Maruti Suzuki.”
 Information Advertising, alternative Advertising Options
 BTL - Sponsorships
 TV shows - India’s Got talent
 Place Advertising – Bill boards
 Sales Promotions
 Product warranties
 Premiums (gifts)
 Trade shows
 2,628 workshops that provide customers with maintenance support in 1220 cities.

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JAMMU MOTORS PVT. LIMITED [Year]

Chapter 3

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NEED, SCOPE AND OBJECTIVE OF THE STUDY

 To identify the marketing strategy of Maruti Suzuki

 To analyze the effectiveness of marketing strategy of Maruti Suzuki

 To assess the customer perception about marketing strategy of Maruti Suzuki

 To recommend the best ways of marketing for Maruti Suzuki

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 JAMMU MOTORS PVT. LIMITED [Year]

CHAPTER 4

Research Methodology:
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 JAMMU MOTORS PVT. LIMITED [Year]

The main objective of my study basically gives an understanding about the marketing strategies of
Maruti Suzuki. I also studied different theories and concepts based on marketing. I also tried to
evaluate the marketing activities on the basis of sales. The project is based on both secondary and
primary data. Collection of data is from different sources i.e. Websites, Journals, Magazines,
Newspapers and concerned people.

Primary Data:

Primary data has been collected through a questionnaire which will give us a clearer picture of what
a consumer thinks about the marketing strategies of Maruti Suzuki. We will interview the to
understand whether marketing strategies of Maruti Suzuki helped them take a decision on buying the
product, what they thought about the marketing strategies customers

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 part.

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JAMMU MOTORS PVT. LIMITED [Year]

CHAPTER 5

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 JAMMU MOTORS PVT. LIMITED [Year]

DATA ANALYSIS AND INTERPRETATION

Q1. Do you have a Car?

No
8%

Yes
92%

92% respondents replied that they have a car.

Q2. Specify the one?

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 JAMMU MOTORS PVT. LIMITED [Year]

Hyundai
11%

Tata Motor Maruti Suzuki

34% 55%

55% respondents replied that they have Maruti Suzuki but 34% respondents replied they have Maruti
Suzuki.

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 JAMMU MOTORS PVT. LIMITED [Year]

Q3. Are you planning to buy a car?

Planning to buy a car

No
0%

Yes
100%

100% respondents replied that they are planning to buy a car.

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 JAMMU MOTORS PVT. LIMITED [Year]

Q4. What motivates you to buy a car?

40%

35%

30%

25%

20%
35%
15%
26%
10%
16%
13%
5% 10%

0%
Your Family Peer Group Society Status Friend

35% respondents replied that their status motivate them to buy a car but 26% respondents replied that
their society motivate them to buy a car.

Q5. Are you taking your friend reference before taking purchasing decision
about car?

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Friend Refernce

No
35%

Yes
65%

65% respondents replied that they taking their friend reference before taking purchasing decision
about car.

Q6. Have you seen any advertisement of Maruti Suzuki?

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 JAMMU MOTORS PVT. LIMITED [Year]

No
0%

Yes
100%

100% respondents replied that they have seen the advertisement of Maruti Suzuki.

Q7. Do you think that advertisement is good for brand image?

Yes 95%

No 5%

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 JAMMU MOTORS PVT. LIMITED [Year]

Advertisement is good for brand image

No
5%

Yes
95%

95% respondents replied that advertisement is good for brand image.

Q8. What do you feel about advertisement of Maruti Suzuki in

comparison to other companies?

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 JAMMU MOTORS PVT. LIMITED [Year]

50%
45%
40%
35%
30%
25%
45%
20%
15% 30%
10% 20%
5%
5%
0%
Good Better Worse No Comments

30% respondents think that the advertisement of Maruti Suzuki is better but 45% respondents think
that the advertisement of Maruti Suzuki is good.

Q9. Does advertising pattern used by Maruti Suzuki impact your

repurchasing decision?

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 JAMMU MOTORS PVT. LIMITED [Year]

No
20%

Yes
80%

80% respondents replied yes that advertising pattern used by Maruti Suzuki impact their
repurchasing decision.

Q10. Does advertising induce you to purchase the product?

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 JAMMU MOTORS PVT. LIMITED [Year]

No
21%

Yes
79%

79% respondents replied that advertising did induce them to purchase the product.

Q11. How important or successful is advertising in attracting their

attention?

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 JAMMU MOTORS PVT. LIMITED [Year]

Not Important
16%

Very Important
45%

Somewhat
Important
39%

45% respondents replied that advertising is very important or very successful in attracting their
attention.

Q12. How important according to you, is advertising in improving the

brand image of Maruti.

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 JAMMU MOTORS PVT. LIMITED [Year]

Not Important
22%

Very Important
43%

Somewhat
Important
35%

43% respondents replied that advertising is very important in case of improves the brand image.

Q13. Consumers’ reasons for preferring Maruti Suzuki for purchasing

car.

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 JAMMU MOTORS PVT. LIMITED [Year]

40%

35%

30%

25%

20%
35%
15% 30%

10% 20%
15%
5%

0%
Advertisement Quality Availability Price

35% respondents replied that they prefer Maruti Suzuki for their quality but 30% respondents replied
that they prefer Maruti Suzuki for their advertisement.

Q14. Consumers’ sources of awareness of Maruti Suzuki products

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50%
45%
40%
35%
30%
25%
45%
20%
15% 30%
10% 20%
5%
5%
0%
Advertising Word-of-Mouth Sale Promotion Cannot Remember

45% respondents replied that advertising is the source of awareness for Maruti Suzuki product.

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Q15. Consumer’s perception of media use in advertising for Maruti

Suzuki

60%

50%

40%

30%
50%
20%

10% 20%
10% 10% 10%
0%
Television Radio Out door Newspaper Magazine
display

50% respondents replied that television is the most effective media channel for use in advertising for
Maruti Suzuki.

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Q16. How much are you affected by the promotional efforts of the
Maruti Suzuki?

60%

50%

40%

30%
55%

20%

25%
10%
15%
5%
0%
High Moderate Low No Effect

55% respondents are moderately affected by the promotional efforts of the Maruti Suzuki but 25%
respondents are highly affected by the promotional efforts of the Maruti Suzuki.

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CHAPTER 6

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Findings of the study

FINDINGS:-

First I would like to present my survey findings. The main findings of my

survey are as follows:

It is found in the survey that males are the main decision maker for buying the car. As per
the data, 65% of male and 35% of female makes purchase decision.
The main purchasing factors for the Maruti Suzuki are Quality and Brand image. The data
reveals that 42% influences on Quality and 32% influenced for the Brand.
88% of the total respondents are using product since from a long time. The majority of
the respondents are using Maruti Suzuki products from more than 3 years.

RECOMMENDATION:-

According to the respondents feedback, MUL needs to launch new & better
models in the small car and luxury car segment and upgrade its existing
models in the mid – size car segment.

MUL needs to offer more & more services to remain in competition.

Availability of spare parts of cars manufactured by MUL

should be made more effective.

 Maruti’s vehicles are still number one in terms of service standards, other
factors like fuel efficiency, trouble-free operation etc., but still it needs to
improve as its existing model like Maruti 800 is becoming outdated in
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technological terms & other foreign players like Hyundai, General

Motors are using latest technologies

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CHAPTER 7

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conclusion

Automobile market today is very dynamic & competitive with a range of players and products. There
are many reasons for the impressive growth of the Indian passenger car Industry. Some of these are
easy availability of vehicle finance, attractive rate of interest and convenient installments. In today’s
cutthroat competition it is very difficult to survive. Stiff competition has forced manufacturers to be
innovative and responsive to

customer demands and needs. Maruti Suzuki India Limited is a leading company in Indian
Automobile sector which occupies prominent place due to its innovative strategic marketing,
promotional, Brand positioning, advertising strategies. In today’s scenario the success of company
lies in structuring and restructuring the marketing strategies and continuous innovation of product
and services.

Advertising that distribute information to consumers that can help them take better economic
decisions than they would in absence of that information provides a positive economic service. Of
course, any advertising that, by deception or by any other means, induces consumers to make sub
optimal decisions provides a corresponding negative economic service. Some advertising is of more
value than others along this dimension. It is unreasonable to separate the economic and social factors
to increase the sale. It is clear now that advertising enhances buyer decision-making by providing
information and supporting brand names. It provides and efficient means to firms to communicate
with their customers. By generating various product associations, advertising can add to the utility of
a buyer receives from a product. It supports the various media has the largely unrealized potential to
reduce extremes in the levels of consumer buying. Needs and motivations are the starting points of
purchase decisions. For a purchase to take place, buyers must experience sufficiently positive
attitudes toward the product and the brand and consciously felt needs. When all the elements of the
marketing program are properly designed, a buyer will include the advertised brand in his or her
evoked set of brands, which are all the brands that are considered for purchase. These elements of the
marketing program include designing the product to have the attributes buyers seek, ensuring that the
product is available at stores, and setting a price that buyers perceive as reasonable. This article
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describes the process buyers follow to select a brand from within their evoked set. Emphasis is put
on elements of the process that advertisers can influence through a well-designed communication
program. Social scientists develop many sophisticated theories of consumer behaviour. They give a
variety of theoretical models to explain the sequence of behaviors involved in making a purchase
decision. The first task in promoting any new product is to create awareness – perception – that the
product exists. The second is to provide enough information – learning –about the product for the
prospective customer to make an informed decision. Finally, Maruti Suzuki wants to be persuasive
enough to stimulate the customer's desire – motivation – to satisfy his or her needs or wants by
purchasing and repurchasing the product. These three personal processes of consumer behavior –
perception, learning, and motivation – are extremely important to Maruti Suzuki.

This purchase decision process for vehicle includes:

1. A goal to be reached (i.e., lessening the tension created by an unsatisfied need or desire).

2. A number of alternatives (i.e., competing products and brands). Products and brands are perceived,
evaluated, and compared on the basis of their distinctive attributes and on their ability to satisfy a set
of needs. These alternatives also include the non-purchase decision.

3. Some evaluation criteria for choosing the “best” alternative.

4. A state of doubt, arising from the impossibility of possessing all relevant information on the
different products and brands. Buyers are also uncertain about how well a given Maruti Suzuki car
will satisfy their needs and desires.

When they buy a Maruti Suzuki car, buyers have expectations. This notion of expectation is
intimately related to any purchase decision. A consumer who buys Maruti Suzuki car has developed
definite expectations about the consumption of this product. Consumers buy a certain brand because
it is preferable to competing brands; they have implicitly or explicitly anticipated that the selected
brand will yield more satisfaction than the other brands and that it will respond more appropriately to
the relevant set of felt needs. Hence, the amount of satisfaction consumers anticipate they will
receive from a certain brand constitutes the expectations raised by the selected brand. Depending on
the extent of market information, a buyer’s decision process has differing levels of complexity. A
product’s characteristic in relation to an individual’s past experience determines the level of

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complexity of the decision process. Three possible cases can be identified: the consumer is familiar
with a product category and knows the characteristics of competing brands; the consumer knows the
product category well but not the particular brand (limited problem solving During the short time lag
between two consecutive purchase occasions, only a fraction of information has been forgotten, and
a substantial amount of additional information has been gained through using the selected brand. At
the next purchase occasion, a buyer does not need and generally does not deliberately seek additional
information. If the previously selected brand resulted in a positive experience, this buyer remains
loyal to the brand with no further reassessment of purchase alternatives. Otherwise, if the preceding
purchase has led to a negative evaluation of the brand, or if the buyer has been exposed to and
accepted new information that changed the order of the brands, then the conditions for brand
switching are met. The buyer will try the new, most positively evaluated brand at time of the next
purchase. Because buyers must act on the basis of incomplete information, they automatically and
consciously incur a risk in every purchase and non-purchase decision. The size of the risk buyers
perceive depends on the importance of the particular purchase and on the quantity of relevant
information about the product category and the competing brands. A purchase decision can be
considered as an optimization process through which buyers seek the product or the brand that will
yield the greatest satisfaction. The choice process can be considered as the search for the most
satisfying trade-off among brands that possess desirable attributes at different levels. Once a
purchase is completed, the buyer expects the products or services to provide the satisfaction he or she
was seeking and that motivated the purchase. For goods with a short consumption cycle, consumers
can judge if the product meets their expectations by using it immediately. But with durable products
with long consumption cycles, consumers cannot tell immediately whether the product will meet
their expectations. Therefore, a distinction must be drawn between the post-purchase feelings, and
the post usage feelings. Buyer behaviour and the information acquisition process can be viewed as a
continuous system. Pre purchase information-seeking activities depend on four factors that have an
important time dimension: the urgency of the purchase situation; the level of information the.

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REFERENCE AND BIBLOGRAPHY

 WWW.MARUTIUDYOG.COM

 WWW.MARUTISWIFT.COM

 WWW.GOOGLE.CO.IN

 WWW.MOUTHSHUT.COM

 WWW.LEARNMARKETING.NET

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Annexure

QUESTIONNAIRE :

Name : -

Address: -

Age :- Gender : -

Contact No.: -

Q-1. What are the basic features

you look for in a car? (Rank

Between 1 to 13)

Rankings

(a) Looks/Appearance

(b) Mileage

(c) Brand Name

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(d) Price

(e) Power Steering

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(f) Speed

(g) Colour

(h) Airbags

(i) ABS (Breaking System)

(j) Defogger

(k) Effective AC System

(l) Alternative Fuel System (LPG/CNG)

If any other essential feature, please mention

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Q-2. What type of cars do you prefer?

 Small Cars

 Mid Size Cars

 Premium Cars

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 Luxury Cars

Q-3. What are the different car accessories you prefer?

 Audio-System

 Seat Covers

 Key-less entry

 Alloy Wheels

 Rear Spoiler

Q-4. Small cars generally give better service than large ones.

 Agree

 Disagree

Q-5. What type of services you prefer at the time of purchase of car/

 Test-drive

 Proper product information

 Good Salesmanship

Q-6. What after sales services you prefer?

 Car servicing

 On-road services

 Repairing of defective parts within the time period of

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 warranty

Q-7. Which car of MUL do you think has the highest resale value?
 Alto

 Omni

 Maruti 800

 Maruti Zen

 Wagon R

 Versa

 Maruti Esteem

 Baleno

 Swift

 Maruti Zen Classic

 Maruti Gypsy

 Grand Vitara

Q-8. Have you visited MUL’s service stations?

 Yes

 No

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(1)If yes, how many times (&)

where

Q-9. Are you satisfied with the current services provided by MUL?
 Yes

 No

Q-10. Product Information provided by authorized dealers of MUL so that the

customer gets satisfied with the product he want to purchase is:-

 Excellent

 Very Good

 Good

 Fair

 Poor

Q-11. Is the availability of spare parts of cars

manufactured by MUL effective?

 Yes

 No

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Q-12. Do you find promotional strategies of MUL effective?

 Effective
Not Effective

Q-13. Are you satisfied with the price ranges offered by MUL?

 Satisfied

 Dissatisfied

 Neither satisfied nor dissatisfied

Q- 14 Are you satisfied with the salesman knowledge regarding cars?

 Satisfied
 Dissatisfied

Q-15 Are you satisfied with the cars displayed by employee?

Satisfied
Dissatisfied

Q-16 Does the employee spent time with you during purchasing of car?
Satisfied
Dissatisfied

Q-17) Does the product were available at that time or not?

Yes
No

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