AMITY SCHOOL OF SCHOOL OF BUSINESS Weekly Progress Report

(WPR 3)
on
MARUTI SUZUKI

Submitted to: Rajeev Gupta

Amity University Uttar Pradesh

In partial fulfilment of the requirements for the award of the degree

of
Bachelor of Business Administration
by

Kshitij Negi
A3906418166
Under The Guidance Of

Mr. Rajeev Gupta

DEPARTMENT OF AMITY SCHOOL OF BUSINESS

AMITY UNIVERSITY UTTAR PRADESH

 WEEKLY PROGRESS REPORT (WPR)– 3
For week commencing 31 January 2020 to 7 February2020

Enrolment No. – A3906418166

Program – BBA (General)
Batch - 2018 - 2021
Student Name – Kshitij Negi
Faculty Guide's Name – Mr. Rajeev Gupta

Project Title:
Marketing Strategies of Maruti Suzuki

Targets set for the week:

Literature Review

Progress/Achievements for the week:

Marketing Strategies of the company

Regards 
Kshitij Negi
ASB-21(Y)
 CHAPTER 3
LITERATURE REVIEW

This view of the role of additional information in consumer vehicle purchase decision has
implications for advertising. An advertisement reaching a potential buyer while the buyer is
seeking information will have a greater impact, since the buyer is spared the time and effort
needed to seek out this information himself and is less likely to turn to competing vehicle
advertisements to obtain the additional information. In other words, buyers are generally
more responsive to different brand advertisements while they are seeking information on
these brands. This is why they become a choice target for the advertiser, provided Maruti
Suzuki can identify and locate them. The strategy that consists of asking consumers to return
a coupon at the bottom of a print advertisement is often devised along these principles. Thus,
a consumer who is interested and is in an information-gathering stage is asked to return a
coupon in order to obtain more information on the product or the brand. Then the Maruti
Suzuki takes advantage of the consumer’s has identified him or herself to send a series of
informative (and persuasive) messages or to send a salesperson who will try to conclude a
sale. Life insurance companies are currently using this strategy. A second series of
implications that this analysis of the buyer decision process has for advertising is that Maruti
Suzuki must reduce the buyer’s uncertainty about the distinctive attributes of the brand.
Because a buyer takes only these attributes into consideration when comparing and
evaluating brands, an advertiser normally tries to give positive information about the brand’s
performance on the distinctive attributes. Their advertisement about the inherent attributes of
a brand is bound to be ineffective. At best, it will be primary advertising for the whole
product class, which will also promote the competing brands. This is why an advertiser must
know which attributes is the relevant product category are perceived as inherent by the buyer,
and what are the distinctive attributes on which the advertising effort should be concentrated.
After purchasing the product, the consumer will experience some level of satisfaction or
dissatisfaction. Maruti’s job does not end when the product is bought but continues into the
post-purchase period. A distinction must be drawn between the post-purchase feelings, which
are essentially experienced during the period of relative uncertainty about the actual
instrumental value of the purchased product, and which concern the occasional important and
costly purchase; and between the post-usage feelings, when the consumer has evaluated the
degree to which a product has met expectations.
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 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 institutions, 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 promoted Swift & other brands through sponsoring various live
programs (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.

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
 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.