A PROJECT REPORT ON ‘MARKETING STRATEGIES OF

MARUTI SUZUKI

Submitted in partial fulfilment of the requirement for the award of Bachelor of Business
Administration (BBA) Degree course of Bangalore City
University

BY
SAQLAIN ASHRAF
Reg No. b1923451

Under the guidance of

MEGHNA J
Department of BBA

BALDWIN METHODIST COLLEGE

#14 Hosur Road, Bangalore Karnataka 560025
(2021-2022)
 ACKNOWLEDGEMENT

“Gratitude is not a thing of expression; it is more a matter of feeling”. There is always a sense of
gratitude which one express for others for their help and supervision in achieving the goals. I too
express my deep gratitude to each and everyone who has been helpful to me in completing the
project report successfully. First, of all, I am highly thankful to MISS MEGHNA J for allowing
me to pursue my Report
on “MARKETING STRATEGY OF MARUTI SUZUKI”

My special thanks to MR MANSOOR (H.O D) who encouraged me, properly guided

me in each and every possible way throughout my Training Report.
 Declaration

I hereby declare that the following documented project report titled “MARKETING
STRATEGY OF MARUTI SUZUKI (PVT) LIMITED.” is an original and authentic work
done by me for the partial fulfilment of the Bachelor of Business Administration degree
program
I hereby certify that all the Endeavour put in the fulfilment of the task are
genuine and original to the best of my knowledge & I have not submitted it
earlier elsewhere.

SAQLAIN ASHRAF
BBA 5TH SEMESTER
 CONTENTS

CHAPTER PARTICULARS PAGE NO.

1 INTRODUCTION 1-3

2
RESEARCH DESIGN 4-14

3
DATA ANALYSIS & 15-25
INTREPRETATION

4 FINDINGS 25-31
SUGGESTIONS &
CONCLUSION
 List of Tables
Table Content Page no.

3.1 Table showing last 15

purchase of Maruti
Suzuki

3.2 Table showing a 16

service quality of
Maruti Suzuki

3.3 Table showing feel 17

about product

3.4 Table showing what 18

customers think about
the brand

3.5 Table showing income 19

wise respondent

3.6 Table showing gender 20

wise respondent

3.7 Table showing 21

favourite small car in
Maruti Suzuki

3.8 Table showing help 22

service of Maruti
Suzuki

3.9 Table showing choice 23

of Preferance

3.10 Table showing service 24

quality of Maruti
Suzuki
 CHAPTER 1
INTRODUCTION
 INTRODUCTION

Marketing: The action or business of promoting and selling products or services, including
market research and advertising.
Features of marketing are as follows;
* Customer focus: The marketing function of a business is customer-centred.
* Customer satisfaction:
* Objective-oriented:
* Marketing is both art and science:
* Continuous and regular activity:
* Exchange process:
* Marketing environment:
* Marketing mix:

The objectives of marketing are as follows;

1. Creation of Demand: The marketing management’s first objective is to create demand through
various means. A conscious attempt is made to find out the preferences and tastes of the consumers.
Goods and services are produced to satisfy the needs of the customers. Demand is also created by
informing the customers the utility of various goods and services.

2. Customer Satisfaction:
The marketing manager must study the demands of customers before offering them any
goods or services. Selling the goods or services is not that important as the satisfaction of
the customers’ needs. Modern marketing is customer- oriented. It begins and ends with the
customer.

3. Market Share:
Every business aims at increasing its market share, i.e., the ratio of its sales to the total
sales in the economy. For instance, both Pepsi and Coke compete with each other to
increase their market share. For this, they have adopted innovative advertising, innovative
packaging, sales promotion activities, etc.

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ADVANTAGES & Disadvantages of marketing: Advantages:
* Choosing the appropriate magazine or newspaper to advertise and market your
business allows you to appeal to a specific audience and demographic. Targeting your
adverts at the right audience to maximise its effectiveness.
* Often an advantage of marketing via print media is the flexibility. The size,
placement and type of advert can be adopted and changed according to your needs.
* Another advantage marketing this way is the repeated display of your advert over
time. Multiple appearances in various issues of the paper or magazine will improve chances
of your brand sticking with the customers and also the results you will see in terms of sales
leads.
Disadvantages:
* Cost can be prohibitive. The bigger the advert the more the cost. Magazines and
newspapers with a wider audience generally cost more to advertise in and marketing over
time in this manner may be too expensive for some businesses.
* Competition in the marketing space may be another disadvantage. You want your
advert to stand out, but unless you can afford to pay for a full page spread you will be
competing with the other businesses scrambling for attention.
* Magazines are often released on a monthly basis, meaning it can take longer for your
advert to take hold in a potential customers mind.

Maruti Suzuki -
Maruti Udyog Limited was founded by the government of India on 24 February 1981, only to
merge with the Japanese automobile company Suzuki in October 1982. The first manufacturing
factory of Maruti was established in Gurugram, Haryana, in the same year.

The company was formed as a government company with Suzuki as a minor partner to make a
people's car for middle class India. Over the years the company's product range has widened
ownership has changed hands and the customer has evolved.

On October 2, 1982 the company signed the licence and joint venture agreement with Suzuki
Motor Corporation Japan. In the year 1983 the company started their productions and launched
Maruti 800. In the year 1984 they introduced Maruti Omni and during the next year they launched
Maruti Gypsy in the market. In the year 1987 the company forayed into the foreign market by
exporting first lot of 500 cars to Hungary.

In the year 1990 the company launched India's first three-box car Sedan. In the year 1992 Suzuki
Motor Corporation Japan increased their stake in the company to 50%. In the year 1993 they
introduced the Maruti Zen and in the next year they launched Maruti Esteem in the market.In the
year 1995 the company commenced their second plant. In the year 1997 they started Maruti
Service Master as a model workshop in India to look after sales services.
In the year 1999 the third plant with new press paint and assembly shops became operational. In the
year 2000 the company launched Maruti Alto in the market. In the year 2002 Suzuki Motor
Corporation increased their stake in the company to 54.2%.

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Maruti Suzuki - Mission
Maruti Suzuki's mission statement says, "To be The Leader in the Indian Automobile Industry,
Creating Customer Delight and Shareholder's Wealth; A pride of India."

Maruti Suzuki - Joint Ventures

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.

The success of the joint venture led Suzuki to increase its equity from 26% to 40% in
1987, and to 50% in 1992, and further to 56.21% as of 2013. In 1982, both the venture
partners entered into an agreement to nominate their candidate for the post of Managing
Director and every Managing Director would have a tenure of five years.

Maruti Suzuki - Business Model

Maruti Suzuki's product range extends from entry level small cars like Alto 800, Alto K10 to the
luxury sedan Ciaz. Other activities include facilitation of pre-owned car sales fleet management,
car financing. Its Business Segments are divided into : Operating Income from sales of cars and
Interests from Investments.
• Maruti Suzuki offers 17 models of cars
• Company focuses on catering to the needs of almost all the segments from the middle
class to high class through wide range of products
Maruti Suzuki - Revenue and Growth
Auto major Maruti Suzuki reported 2.05 per cent year-on-year growth in consolidated profit at Rs
1,419.6 crore for the September quarter of FY21 (Q2FY21) while revenue rose 10.34 per cent to Rs
18,755.6 crore. In comparison, the company had posted revenue of Rs 16,997.9 crore and profit of Rs
1,391 crore in the corresponding quarter of last year.

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 CHAPTER 2
(RESEARCH DESIGN)

Page | 4
TITLE OF THE PROJECT:
A study on the marketing strategies of Maruti Suzuki

NAME OF THE ORAGNISATION:

MARUTI SUZUKI

ABOUT THE COMPANY

Maruti Suzuki
Maruti Suzuki is one of India's leading automobile manufacturers and the market
leader in the car segment, both in terms of volume of vehicles sold and revenue
earned.
sold its complete share to Indian financial institutions. With this, Govt. of India no longer has
stake in Maruti Udyog.

OBJECTIVE OF STUDY
 Ablity to quickly understand customers additional car-related requirements
 Convert that requirement into a need through consultative selling
 Good knowledge of systems & processes of all Maruti Suzuki offerings  To provide
products that meet or exceed customer expectations

ABOUT MISSION GREEN MILLION

Maruti Suzuki India reached a key milestone of a whopping 20 million passenger vehicle
cumulative sales in the Indian market, in less than 37 years of existence. The achievement makes
Maruti Suzuki the only company in India to cross the landmark figure and is a testament to the
faith of millions of customers in Maruti Suzuki’s vehicles. While the Company succeeded in
realizing the milestone of 10 million vehicle sales in close to 29 years, the next 10 million
passenger vehicles were sold in a record time of 8 years.

Over the last decade MSIL’s customers have steadily adopted the cleaner, greener and smarter
technologies. Indeed with its wide portfolio and innovative technologies, over the last 10 years
MSIL has successfully achieved sales of over 1.15 Million green vehicles. With this in mind MSIL
has Maruti Suzuki has initiated ‘Mission Green Million’, in line with its commitment of
introducing newer, greener and customer friendly technologies for the Indian customers.” to sell
one million green vehicles in next couple of years thereby strengthening its resolve in the domain
of sustainable mobility.

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COMPANY PROFILE
Maruti Suzuki is one of India's leading automobile manufacturers and the market
leader in the car segment, both in terms of volume of vehicles sold and revenue
earned.
sold its complete share to Indian financial institutions. With this, Govt. of India no
longer has stake in Maruti Udyog.

Maruti Udyog Limited (MUL) was established in February 1981, though

the actual production commenced in 1983. Through 2004, Maruti has produced
over 5 Million vehicles. Marutis are sold in India and various several other
countries, depending upon export orders. Cars similar to Marutis (but not
manufactured by Maruti Udyog) are sold by Suzuki in Pakistan and other South
Asian countries.

The company annually exports more than 30,000 cars and has an
extremely large domestic market in India selling over 500,000 cars annually.
Maruti 800, till 2004, was the India's largest selling compact car ever since it was
launched in 1983. More than a million units of this car have been sold worldwide
so far. Currently, Maruti Alto tops the sales charts.

Due to the large number of Maruti 800s sold in the Indian market, the term
"Maruti" is commonly used to refer to this compact car model. Till recently the
term "Maruti", in popular Indian culture, was associated to the Maruti 800 model.

Maruti Suzuki India Limited, a subsidiary of Suzuki Motor Corporation of

Japan, has been the leader of the Indian car market for over two decades.

It’s manufacturing facilities are located at two facilities Gurgaon and Manesar
south of
New Delhi. Maruti’s Gurgaon facility has an installed capacity of 350,000 units per
annum.
The Manesar facilities, launched in February 2007 comprise a vehicle assembly
plant with a capacity of 100,000 units per year and a Diesel Engine plant with an
annual capacity of 100,000 engines and transmissions.
Manesar and Gurgaon facilities have a combined capability to produce over 700,000 units
annually. More than half the cars sold in India are Maruti cars. The company is a
subsidiary of Suzuki Motor Corporation, Japan, which owns 54.2 per cent of Maruti. The

Page | 6
rest is owned by the public and financial institutions. It is listed on the Bombay Stock
Exchange and National Stock Exchange in India.

During 2007-08, Maruti Suzuki sold 764,842 cars, of which 53,024 were
exported. In all, over six million Maruti cars are on Indian roads since the first
car was rolled out on December 14, 1983.

Maruti Suzuki offers 10 models, ranging from the people’s car, Maruti
800, for less than Rs 200,000 ($ 5000) ex-showroom to the premium sedan SX 4
and luxury SUV, Grand Vitara.

Suzuki Motor Corporation, the parent company, is a global leader in mini

and compact cars for three decades. Suzuki’s technical superiority lies in its
ability to pack power and performance into a compact, lightweight engine that is
clean and fuel efficient.

Maruti is clearly an “employer of choice” for automotive engineers and

young managers from across the country. Nearly 75,000 people are employed
directly by Maruti and its partners.

The company vouches for customer satisfaction. For its sincere efforts it
has been rated (by customers)first in customer satisfaction among all car makers
in India for seven years in a row in annual survey by J D Power Asia Pacific.

Maruti Suzuki was born as a government company, with Suzuki as a

minor partner, to make a people’s car for middle class India. Over the years, the
product range has widened, ownership has changed hands and the customer has
evolved. What remains unchanged, then and now, is Maruti’s mission to
motorize India.

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SERVICES OFFERED
The following products are offered by Maruti Suzuki:-
1. Maruti 800: Launched 1983. Largest selling car in India, until 2004. Cheapest car in
India. 3 Face-Lifts.(P)
2. Maruti Omni: Launched 1984. 2 Face-Lifts.(P)
3. Maruti Gypsy: Launched 1985.(P)
4. Maruti Wagon-R:Launched 1999, 2 Face-Lifts.(P)
5. Maruti Alto: Launched 2000. Currently the largest selling car in India. 1
FaceLift.({{Tooltip|P|Petrol
6. Maruti Versa(2003-) (P)
7. Maruti Zen Estilo(2005-) (P)
8. Maruti Suzuki Swift 1 very small face-lift(2006- ) (P & D)
9. Maruti Suzuki SX4 (May 2007- ) (P & D)
10. Maruti Grand Vitara Sports Utility Vehicle Launched in (July 2007- ). Imported(P)
11. Maruti DZiRE Sedan Version of swift launched in (March 2008- ) (P)

12. Suzuki Splash 13. Suzuki A-Star

14. Maruti Omni Face-Lift in 2009

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INDUSTRY PROFILE

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

especially the 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 marketers.

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DESIGN OF THE STUDY

MARKETING STRATEGY OF MARUTI SUZUKI (PVT.) LIMITED

The marketing strategy of the Maruti Suzuki Pvt. Ltd. can be measured from the
following story:

EFFICIENT PRODUCTION AND DISTRIBUTION CAPABILITIES

Just three months after it launched Swift, Maruti Udyog Limited has already sold
over 8,000 units of the car and added another 5,000 next month. There's a
fourmonth waiting period for the 1,298-cc hatchback -- the company claims more
than 9,000 bookings before the car was launched. And that's even while
competitors -- Corsa Sail, Hyundai Getz and Fiat Palio -- are available off the
shelf. Not surprisingly, MUL now has a lot riding on the car: there's over Rs 440
crore (Rs 4.40 billion) invested in the project (Rs 250 crore-odd is MUL's share).
Not only is the company hoping that the Swift will help expand the market for
the B-plus segment (premium hatchbacks), it's also counting on Swift to make a
style statement -- that Suzuki can deliver good-looking cars on Indian roads. For
a company that has been known more for its value-for-money proposition -from
the 800 to the Esteem -- that's important. "It's not as if our cars weren't style
statements. It's just that with Swift, we have made a break from the past," reveals
a company official.

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 OBJECTIVES OF THE COMPANY

PRODUCT
There are number of products (models)
Of Maruti are in the market. Some of the models are given below-
M – 800, Zen, Esteem, Omni, Alto, Gypsy,,Wagonr,,Grand Vitara etc. These
products are divided on the basis of product quality, variety, design,
features etc.
They define different factors:
The quality of product.
The product variety from different categories.
The size of he car according to current or future market conditions.
The car features to the customer like, car looking very good.

PRICE

The price of the Maruti car is between Rs. 210000 to Rs. 1500000. Maruti – 800
is the lowest price car of this company. Alto, Omni, Wagonr, are also the
Low price car of the company, Zen & Esteem are the Mid price car of the
company. But Grand
Vitara is the high price model of the company The price of car are decided
according to its product Varity, quality, design etc.

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SWIFT

Specifications Transmission Type Manual Fuel Type Petrol Seating Capacity5

Gearbox5 Speed Engine Description1.3L 87bhp AlTec32 engine
Displacement1,298 ccMileage-
City12.2 kmplMileage-Highway16.1 kmpl Maximum Power88.2@6000
(PS@rpm) Maximum Torque11.5@4,500 (kgm@rpm) Ex- Showroom Price:
Rs. 3,94,466 to Rs. 4,20,974

GRAND VITARA

Specifications Transmission Type Automatic Fuel Type Petrol Seating Capacity5

Gearbox4 Speed Engine Description2.0L 120bhp Series engine w/ Variable
Induction & Drive by Wire technology Engine Displacement1,995cc Maximum
Power121.16@5,500
(PS@rpm) Maximum Torque17.33@3,500 (kgm@rpm) Ex-Showroom
Price: Rs. 14,80,000 to Rs. 15,28,711

PLACE
The place of the car is in the whole world.
Maruti Udyog Limited decides its distribution channels for selling car, like use
some time one level or some time two level marketing channels. They decide
areas in which they deal with customers. They show the permanent location for
selling the car. They provide the many useful inventory. they define the transport
facility of the company for company to market and market to consumers. Many
showroom of Maruti udyog limited is in our India.

PROMOTION

Main promotion of car is done by the Advertising. The advertising is mainly

done in the form of different T.V. channels, different newspaper, holdings etc.
Now days the main promotion is done by the brand ambassadors such as film
stars, celebrities, sportsmen, etc. And in this case they decide his actual or
required sales forces for selling its car. And they maintain customer
relationship. And they do direct marketing

2.4 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 as it would also involve some
technical terms and may be much of the audience will nor be able to understand

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the terminology used. The methodology followed by the researcher, during the
preparation of the report was:

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 consumer’s feedback was necessary for obtaining the data.

Research Instrument
For doing the survey research, structured questionnaire for dealers with both open-
ended and closed-ended questions was used.

Objectives of study

The present study of the marketing strategy of the Maruti Suzuki (Pvt) Limited revolves
around the following broad objectives:

To know the marketing strategy followed by dealers of Maruti Suzuki in

Gurgaon.
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.
LIMITATIONS OF STUDY

Due to the following unavoidable and uncontrollable factors the results might
not be accurate. Some of the problems might face while conducting the
survey are as follows:

•
• Certain open-ended questions have been put in the questionnaire to
give respondents freedom to express their perception.

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• Time and cost constraints were also there

• Chances of some biasness couldn’t be eliminated.

• A sample size of 45 has been used due to time limitations.

• The data has been collected from Gurgaon (North) and there the
perception of the people from the smaller towns could not be judged
• All the data has been collected at random but it is always liable
from biasness.
• The primary data has been collected from the middle and upper
section of the society.
•

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 CHAPTER 3
DATA ANALYSIS & INTERPRETATION

Page | 15
Primary data is being analyses with the help of graph, chart and diagram.
QNO1 when was your last purchase of Maruti Suzuki

Frequency Percent

1-2 yrs ago 15 50

2-3 yrs ago 10 33.3

3-4 yrs ago 5 16.6

Total 100.0

Sales

16.6

50

33.3

1st Qtr 2nd Qtr 3rdQtr

Interpretation:
The analysis of respondents’ profile shows that 50% of the buyers have bought the cars I 1-2 yrs 27%
of them in last 2-3 yrs whereas only 7% 3-4yrs ago.

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QNO2 Competency as a service quality of Maruti Suzuki?
Frequency Percent

Find it extremely satisfied 10 33.3

Somewhat satisfied 19 63.3

Not satisfied 1 3.3

Total 30 100.0
33.3
Sales

3.3

63.3

1st Qtr 2nd Qtr 3rd Qtr

INTERPRETATION: With respect to the service quality around 33.3% of the respondents
are agree that Maruti Suzuki has the calibre and is good in terms of competency, 63.3% of the
respondents are neutral about competency whereas 3.3%of the respondents feels Zomato is
Incompetent.

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.
QNO3 TABLE SHOWING FEEL ABOUT PRODUCT

Sl.NO Particulars No. of Per cent of

Respondents Respondents
1 High satisfaction 5 16.6
2 Satisfaction 15 50
3 Normal 5 16.6
4 Dissatisfaction 5 16.6
Total 30 100

Sales

16.6 16.6

16.6

50

1st Qtr 2nd Qtr 3rd Qtr 4th Qtr

Interpretation;- The above table shows the satisfaction about the brand of which 16.6%% are highly
satisfied, 50%% are satisfied, 16.6% are normally satisfied and 16.6%are dissatisfied.

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QNO4 .TABLE SHOWING WHAT CUSTOMERS THINK ABOUT THE BRAND

Sl.NO Particulars No. of Per cent of

Respondents Respondents
1 Good 10 33.3
2 Better 11 36.6
3 No opinion 6 20
4 Bad 2 6.6
5 Worst 1 3.3
Total 30 100

Sales

3.3
6.6

33.3
20

36.6

1st Qtr 2nd Qtr 3rd Qtr 4th Qtr

Interpretation; the above table is showing the quality preferences of which 33.3% think the quality is
good 36.6% thinks its better 20% given no opinion 6.6% giving bad review and 3.3% giving it worst.

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QNO5.Table: Income wise respondent

9& above

0-3L 3-6L 6-9L

No. of Respondents 10 15 5 10

Percentage 33.3 50 16.6 33.3

Sales

33.3 33.3

16.6

50

1st Qtr 2nd Qtr 3rd Qtr 4th Qtr

Interpretation:
Since 33.3% of this survey is students most of them are of 0-3L income range, i.e 50%. 16.6% of them are
in 3-6L income range, 13% in 69L and 4% is 9 & above.

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.
QNO6 Gender of Respondents Table: Gender wise respondents

Male Female Total

Responses 10 20 30

Percentage 33.3 66.6 100

Sales

33.3

66.6

1st Qtr 2nd Qtr 3rd Qtr 4th Qtr

Interpretation:

According to demography profile, in this study 33.3% male and 66.6% female respondents are part of my target
population and they help me to fulfil my questionnaire from different area of Bangalore city

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QNO7Which is your favorite small car in MARUTI SUZUKI
Frequency Percent

ALTO 15 50

ZEN ESTILO 10 33.3

SWIFT 5 16.6

Total 30 100

SWIFT , 16.6 %

ZEN ESTILO,

33.3 %

AULTO

50 %

Interpretation:

The analysis of respondents’ profile shows that 50% of them like AULTO , 33.3% of them find ZEN ESTILO
as their fav., and remaining 16.6% like SWIFT

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QNO8 Rate the Help services of Maruti Suzuki?

Frequency Percent

Find it extremely satisfied 5 16.6

Somewhat satisfied 18 60

Not satisfied 7 23.3

Total 30 100.0

23.3%

60%

16.6%

Find it extremely Somewhat Not

Interpretation:
From the above chart it is shown that 60%of the respondents find the help service provided by
Maruti is somewhat satisfied, 16.6% of them said they are extremely satisfied with the service quality and
only 23.3 % find it dissatisfied.

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QNO9 what are the Choice of preference ?

Frequency Percent

Good choice than others 15 50

Same as others 10 33.3

Bad choice than others 5 16.6

Total 30 100

33.3%

50%
%
16.6%

Find it extremely Somewhat Not

Interpretation:
According to the analysis it came to know that 50% of the respondents find that Maruti offers good
choice of as compare to other service providers, 33.3% of them find it same as other player provides
whereas 16.6% find provides bad choice of cars.

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QN10 Communication as a service quality of Maruti Suzuki?

Frequency Percent

Strongly agree 6 20

Agree 11 36.6

Can’t say 8 26.6

Strongly disagree 3 10

Disagree 2 6.6

Total 30 100.0

Interpretation:
36.6% of the respondents are agree that Maruti is good in imparting or exchanging information with them,
20%of the respondents feels the same and are strongly agree. 26.6& of the respondents are neutral about it
and 6.6% of them are dissatisfied with Maruti cas far as communication

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 CHAPTER 4
FINDINGS, SUGGESTIONS & CONCLUSION

Page | 26
FINDINGS OF THE STUDY.

• To find what method do you follow for marketing of your products then in our study
28% respondents are only direct sales method and 18 % are to choose indirect sales
method.
• To find What method do you follow for marketing of your products then in our study
45 % respondents is to say yes that Advertisement is an effective method of selling
and 18% are not effective advertisement.
• To find What type of advertising will be helpful in increasing stability of your auto
products then in our study 34% respondent is to say that product specific advertising
will be helpful in increasing stability of your auto products and 22% say company
specific 17% to say personality oriented is helpful.
• To find that branding helps in the marketing of your automobile products then in
our study 34% respondents is say that yes branding helps in the marketing of
automobile products and 27% is say no.
• To find that auto fairs are effective methods of sale promotion then in our study 55%
respondent say that yes auto fair are effective methods of sales promotion and 12%
response is no.
• To find that Foreign Direct Investment (FDI) should be allowed in the auto mobile
sector in India then in our study 34% respondent say that yes Foreign Direct
Investment (FDI) should be allowed in the auto mobile sector in India 32% say no.
• To find that branding of products as a Marketing strategy then in our study 74%
respondent say that yes branding of products as a Marketing strategy and 5% say
that no.
• To find that branding of products helps to improve the marketing potential of your
products then in our study 68% respondents say that yes branding of products helps
to improve the marketing potential of products.
• To find that Future of the automobile industry in India then in our study 75%
respondent say that in future in automobile industry the boom will continue and 12%
say that the boom is a temporary economic situation
• To find that Major Weakness of Maruti Suzuki’s Marketing strategy then in our
study 14% respondents say that branding is Major Weakness of Maruti Suzuki’s
Marketing strategy and 9% say publicity and remaining 77 % say that Infrastructure
assessment and Development are is Major Weakness of Maruti Suzuki’s Marketing
strategy.
• To find that brand extension is necessary for the company then in our study 78%
respondents say that yes brand extension is necessary for the company and 4% say
that no. • To find that Which are the products of the company that are favourite
among the customers then in our study 55% respondents say that quality products
are favourite and 30% say that economical; products.

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CONCLUSION

Maruti Udyog Ltd., a joint venture between the Government of India and the Suzuki
Motor Corporation of Japan was India’s largest automobile company in 2005. It operated
in the passenger vehicle market and manufactured affordable and fuel efficient cars for the
Indian masses. Maruti 800 was its flagship small sized car and was the best selling car in
India since decades.
In 2005, Suzuki launched their global car ‘Swift’ in international markets and later in
India. Swift was the first stylish compact car from the stable of Maruti and was a
differentiator from its earlier products. The launch of Swift had brought Maruti in
limelight and various global international automobile manufacturers announced their
plans to boost their investments in India and launch competing cars. The competition was
expected to intensify to grab the burgeoning customer base. The Indian car market
currently appears to be at a crossroads, where car marketers are attempting to change
customer perceptions of their brands and where specific buying motivations appear to be
replacing generalities.

This meanwhile, is quite unlike the west where buyers consider aesthetics, comfort and
safety, not necessarily in that order, before finalising a purchase. “It’s smarter to think about
emotions and attitudes, if marketers are to do a better job of marrying what a car offers to the
consumer’s image of the offerings.

SUGGESTION

• Brand Image should be made effective in the minds of the customer.

• Customer Specific Details. An excellent service & support infrastructure

must be provided. Ability to provide the cutting edge technology at
bestvaluefor-money Strong customer relationships must be made.

• World Class Quality standards maintained for PPP (People, Processes &
Performance). Alliance with global technology leaders.

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• The message should to the customers be sent in these components only to

have the maximum benefit from the advertisement.

• With the fast growing economy the pricing strategy needs to be tackled with

care as i can decide upon

long term decisions of the company.

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 QUESTIONNAIRE

Q1 Which is your favourite small car in Maruti Suzuki?

o ALTO o ZEN ESTILO

o SWIFT

Q2 Rate the help service of MARUTI SUZUKI?

o EXTREEMLLY SATISFIED o
SOMEWHAT SATISFIED
o NOT SATISFIED

Q3 What are the choice of preferences?

o GOOD CHOICE THAN

OTHERS o SAME AS OTHERS
o BAD CHOICE THAN OTHERS

Q4, How are the communication service of the employes of Maruti suziki?

o STRONGLLY AGREE o
AGREE o CANT STAY o
STRONGLY DISAGREE
o DISAGREE

Q5, When was your last purchase f Maruti suziki?

o 1-2YRS AGO o 2-3YRS AGO o

3-4YRS AGO

Q6, What is the competency quality of Maruti?

o EXTREMLLY SATISFIED o
SOMEWHAT SATISFIED o
NOT SATISFIED

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Q7, How well satisfied are you with the purchase?

o HIGH SATISFACTION o
SATISFACTION o NORMAL
o DISSATISFACTION

Q8, What is your monthly income?

o 0-3L o 3-6L o 6-9

o 9 & ABOVE

Q9, What are your opinions about the brand?

o HIGH SATISFACTION o
SATISFACTION o NORMAL
o DISSATISFACTION

Q10, What is your gender?

o MALE o FEMALE
o OTHERS

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