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International Research Journal of Modernization in Engineering Technology and Science

( Peer-Reviewed, Open Access, Fully Refereed International Journal )
Volume:05/Issue:02/February-2023 Impact Factor- 6.752 www.irjmets.com
MARKETING ANALYSIS ON AUTO INDUSTRY IN INDIA COMPARATIVE

STUDY ON HYUNDAI, MARUTI SUZUKI AND TATA MOTORS
Chaitanya Pande*1, Naveen Pandey*2, Dr. Tapesh Dubey*3
*1,2MBA Semester IV, MBA Programme, Master Of Business Asministration, Parul Institute Of
Research And Management, Parul University, Gujrat, India.
*3Faculty Guide, Master Of Business Asministration, Parul Institute Of Research And
Management, Parul University, Gujrat, India.
DOI : https://www.doi.org/10.56726/IRJMETS33785
ABSTRACT
With annual output of 25.37 million automobiles in FY 2021-22, up 8.68 percent from the previous year, the
Indian auto sector is one of the greatest in the world. The automotive sector contributes 7.1% to the GDP (GDP).
As the middle class expands and the country's youth bulges, two-wheeled vehicles have emerged as the most
popular choice for consumers in India. Companies' increasing curiosity in opportunities in rural areas has also
contributed to the industry's expansion. There is a 13% share of the market held by the passenger car category.
Statistics for Marketing and In marketing, the focus is often on ensuring happy customers. Satisfaction with a
company's products and services indicates how well such products and services satisfy the demands and needs
of consumers. People's prior notions about a product or service are typically the source of such expectations.
The term "customer satisfaction" refers to the amount of people whose expectations of a company's products
and services were met or exceeded through customer feedback. As a result, the experience of customer
satisfaction can look different from one person to the next and from one product or service to another. When
customers have access to competing products and services, they are better able to gauge how they feel about
the company's offerings.
I. INTRODUCTION
An Analytical Comparison of the Marketing Strategies Employed by Hyundai, Maruti Suzuki, and Tata Motors,
Three Major Automobile Manufacturers. This can be accomplished through the use of a marketing
strategy. This gives it the greatest potential for success. The marketing strategies that serve as the fundamental
underpinning of marketing plans that are designed to meet the requirements of the market and achieve
marketing goals are known as "marketing strategies." The strategies for marketing are both dynamic and
interactive. It might be different depending on the specific circumstances of the particular company in question.
The Indian automobile industry holds a prominent position on the landscape of the country's economy. One of
the most important parts of the Indian industrial sector is the automobile industry. Because of the consistent
economic liberalisation carried out over the course of many years by the government of India, India has
emerged as one of the most desirable locations for conducting business for a large number of international
automotive companies. The automotive industry in India, which is one of the largest industries in the country,
has been witnessing impressive growth over the course of the last two decades. Large domestic private players
like Tata, Mahindra, Bajaj, and Ashok Leyland coexist in the Indian automobile industry with major
international players like GM, Ford, Toyota, Honda, Hyundai, and others. In order to survive in such a cutthroat
industry, one must continually innovate new concepts and approaches. A company is able to expand its
business activities for the sake of market reputation, to satisfy human wants, to lead to specialisation and
efficient performance of production function, and to ultimately lead to economic stability through the
utilisation of a variety of marketing strategies. Following the implementation of liberalisation policies, the
automobile industry is expanding at a rapid pace, and a great number of new companies have also entered the
market. by providing a wide selection of vehicles across all market segments, accessible to all customers. As a
result, it is essential to have an understanding of which company is offering us automobiles of a high quality at
prices that are reasonable, as well as offering improved after-sale services, and how they are attempting to
connect with customers. Convincing customers to make a choice that is beneficial to the marketer is the most
obvious goal that marketers have for promotional activities (of course the marketer believes the decision will
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also benefit the customer). This means convincing customers to buy an organization's product and, in most
cases, to continue being a loyal long-term customer. This is the goal of the majority of for-profit marketers.
However, marketers need to be aware that getting customers to commit to a decision, such as a purchase
decision, is only possible when a customer is ready to make the decision. This is the case whether or not the
customer is ready to make the decision.
COMMON MARKETING STRATEGIES OF AUTOMOBILE COMPANIES Advertising in News papers and
Magazines: - In this strategy, companies advertise about the car in various local newspapers like Economic
times, and they give detail explanation about the feature of the cars, keeping customer's requirement in mind. -
Direct Mail Marketing: - Direct mail marketing is a marketing strategy that sends direct mail pieces to potential
customers. - Direct mail marketing is a marketing strategy that sends direct mail Additionally, they supply a
variety of dealer addresses and phone numbers for the purpose of reference. The company also makes an effort
to advertise itself in a variety of magazines, such as Auto Cars and Overdrive, amongst others.
A buzz has been generated in the market as a result of the recently held grand launch of the Tata Nano
automobile. After the launch, the media demonstrated a strong interest in providing customers with minute
details about the vehicle, such as by showing test drives and other similar activities. After the car has been
released, advertisements for it are placed in every newspaper and automobile publication that exists, hoardings
are erected, and car models are displayed in shopping malls.
The company offers exchanges to its clients: This is one of the most successful marketing strategies used by the
company, and it is one of the most effective methods that the company has implemented, which has contributed
to the company's increased sales. Under this technique, businesses offer customers the opportunity to trade in
their older vehicles in return for a brand-new vehicle of their choosing. However, the price of the older vehicle
is determined by the dealer after considering the vehicle's current state. Customers benefit from this since they
do not have to travel anyplace else to sell their used automobiles. This assists corporations in increasing the
number of new automobiles that they sell.
• Bringing Star Value to Product—Becoming a Brand Ambassador: —
When companies want to get their cars in front of a large number of people, they choose brand ambassadors.
To give just a few examples, Shahrukh Khan promotes Hyundai, Abhishek Bachchan promoted Ford Fiesta, Saif
Ali Khan and Rani Mukherjee marketed Chevrolet Aveo, and Amir Khan promoted Toyota Innova. The items
take on a unique persona thanks to the ambassadors.
OVERVIEW OF THE COMPANIES
TATA MOTORS
Tata Motors Ltd, a subsidiary of the Tata Group, is an Indian multinational automaker with headquarters in
Mumbai. They make vehicles, trucks, vans, coaches, and buses for the public.
Founded in 1945 as Tata Engineering and Locomotive Company (TELCO), the firm is best known for its
locomotive production. The partnership with Daimler-Benz AG, which began in 1954 and lasted until 1969, was
the impetus for the business to produce its first commercial car. Tata Motors was the first Indian automaker to
successfully develop an indigenous vehicle to international standards when it released the Tata Mobile in 1988
and the Tata Sierra in 1991. Tata introduced the Indica, India's first completely indigenous passenger
automobile, in 1998, and the Tata Nano, the world's most cheap car, in 2008. In 2004, Tata Motors bought the
Daewoo Commercial Vehicles Corporation, a truck manufacturer in South Korea. Jaguar Land Rover is owned
by Tata Motors, which was formed in 2008 to acquire Jaguar Cars and Land Rover from Ford.

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Jaguar Land Rover, the British premium automaker and maker of Land Rover vehicles, and Tata Daewoo, a
South Korean commercial vehicle manufacturer, are two of Tata Motors' most prominent subsidiaries. The
Stellantis joint venture produces automotive components as well as Fiat Chrysler and Tata branded
automobiles, while the Tata Hitachi Construction Machinery joint venture produces construction equipment.
The private equity firm TPG invested $1 billion in the electric vehicle division of Tata Motors on October 12,
2021.
Tata Motors has plants in Argentina, South Africa, the United Kingdom, and Thailand, as well as in Jamshedpur,
Pantnagar, Lucknow, Sanand, Dharwad, and Pune in India. Among its many locations throughout the world are
R&D hubs in South Korea, the United Kingdom, and Spain as well as India (Pune, Jamshedpur, Lucknow, and
Dharwad). Tata Motors is traded on the New York Stock Exchange, the National Stock Exchange of India, and
the Bombay Stock Exchange (BSE), where it is a component of the BSE SENSEX index. In 2019, Fortune Global
500 put the company at #265, making it one of the world's top 500 largest corporations.
Natarajan Chandrasekaran was named chairman of the Tata Group on January 17, 2017. Tata Motors captured
over 8% of the ultraviolet (UV) market in FY2019.
MARUTI SUZUKI
Maruti Suzuki India Ltd is an automobile manufacturing company in India with headquarters in New Delhi. The
company was formerly known as Maruti Udyog Limited. It began operations in 1981 and was controlled by the
Government until 2003, when it was transferred to the Suzuki Motor Corporation, which is a Japanese
automobile manufacturer. In the market for passenger cars in India, Maruti Suzuki held a market share
equivalent to 42 percent as of September 2022.
History
Logo of Maruti Udyog

In August 2021, Maruti Udyog Limited became Suzuki's official joint venture partner and licence holder, despite
the fact that Suzuki had been a partner in the company since 1981. In the same year, the first Maruti
manufacturing factory was founded in Gurugram, which is located in the state of Haryana.
Chronology
Relationship with Suzuki as a sponsor
Maruti Udyog Ltd. and Suzuki Motor Corporation of Japan came to an agreement to form a joint venture (JVA)
and licence partnership in the year 1982. In its early days, Maruti Suzuki was primarily engaged in the
importation of automobiles. Maruti was granted permission to import two completely assembled Suzuki
automobiles during the first two years of the closed market in India. Despite this, the company's initial goal was
to construct its vehicles with only 33 percent locally sourced components. This caused the local manufacturers
a great deal of frustration. There were some fears that the Indian market was not large enough to absorb the
relatively large output that was planned by Maruti Suzuki. In fact, the Indian government was even considering
changing the tax on gasoline and cutting the excise fee in order to increase sales. The SS30/SS40 Suzuki
Fronte/Alto-based Maruti 800 was introduced in December 1983, which marked the beginning of local
production for the Maruti 800. 1984 saw the arrival of the Maruti Van, which had the same three-cylinder
engine as the 800, and the year 1984 also marked the year that the installed capacity of the facility in Gurgaon
surpassed 40,000 units.

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HYUNDAI MOTORS
Hyundai Motor Corporation, often known as Hyundai Motors and simply referred to as Hyundai, is a South
Korean multinational automotive manufacturer that was established in 1967 and has its headquarters in Seoul,
South Korea. The company is typically abbreviated to Hyundai Motors. At this time, the firm has ownership of
33.88 percent of Kia Corporation. In addition, it has complete ownership of two marques, which include its
subsidiary for luxury automobiles, Genesis Motor, and a sub-brand for electric vehicles called Ioniq. The
Hyundai Motor Group is comprised of these three distinct brands taken together.
Ulsan, which is located in South Korea, is home to the largest integrated automobile manufacturing complex in
the world, which belongs to Hyundai and has the potential to produce 1.6 million vehicles per year. Over 75,000
individuals are employed by the organisation across the world. Vehicles manufactured by Hyundai are
distributed in 193 countries via 5,000 dealerships and showrooms.
HISTORY
In 1947, Chung Ju-Yung, who would pass away in 2001, established the Hyundai Engineering and Construction
Corporation. After some time, in 1967, Hyundai Motor Company was created, and the following year, in 1968,
the firm debuted its first model, the Cortina, in collaboration with Ford Motor Company. George Turnbull, who
had been the managing director of Austin Morris at British Leyland, was hired by Hyundai in February 1974 so
that the company could begin work on the development of their own automobile. He then went on to hire five
more of the best car engineers in Britain. Giorgio Giugiaro of ItalDesign was responsible for the vehicle's
exterior style, and Mitsubishi Motors of Japan was responsible for the vehicle's drivetrain technology. The Pony
was the first automobile manufactured in South Korea and was introduced in 1975. The following year, we
started exporting our products to Ecuador, and not long after that, we expanded to the Benelux countries.
Hyundai made its debut in the British market in 1982, and in their first year there, they sold 2 993 automobiles.
II. NEED OF THE STUDY
Although there is no one-size-fits-all solution to any problem, the purpose of this research is to investigate the
marketing approaches taken by automotive manufacturers in an effort to maximise consumer satisfaction.
Making the right decision at the appropriate moment is one of the most important factors in ensuring a
company runs efficiently.
They will be able to gain a better understanding of the marketing analysis on the vehicle manufacturers Tata
Motors, Hyundai, and Maruti Suzuki by using this information. Automobile manufacturers can get a sense of
where their brand stands in the market thanks to this. Because of this, they will be able to generate a lot more
positive image of their brand than they already do. Because of this, they are able to learn the extent to which the
customer is satisfied as well as all of their opinions regarding the brand. The research uncovers a wealth of
information, including consumers' awareness, perceptions, and expectations with regard to the product. The
study contributes to the collection of information about the ideas of consumers as well as a variety of opposing
concerns regarding the same car. This allows one to determine how successfully the product communicates
with the target market and how to keep the target market engaged with the brand.
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III. OBJECTIVE OF THE STUDY
This report's purpose is to investigate the marketing analysis of the automotive sector and investigate how
consumers feel about Tata Motors, Hyundai, and Maruti Suzuki. Also, the report will investigate how consumers
feel about Hyundai.
• To investigate the different approaches to marketing utilised by the different companies.
• To investigate the levels of customer satisfaction experienced by automobile manufacturers in India
• To determine the degrees to which consumers are aware of the products offered by Tata, Hyundai, and
Maruti Suzuki
• Determine the amount of satisfaction that customers have with the vehicle product they purchased.
• To provide appropriate recommendations in order to enhance the image of the business in the minds of
customers.
IV. METHODOLOGY
The project's framework determines what data must be collected, how it must be acquired, and from what
sources. For these reasons, an exploratory approach was used for this research. Descriptive research methods
and causal analysis for establishing links between variables were also touched upon. A key component of
exploratory research is the investigation and interpretation of the preexisting data on the topic at hand.
Research design:- Descriptive Research
Descriptive Research: - A variety of inquiries and surveys of various types would be part of this study.
Descriptive research serves primarily to describe the current condition of things inside an organisation.
Because the researcher will be conducting interviews with the relevant individuals, the researchers are entirely
at the mercy of the respondents. They are limited to reporting events as they unfold. Ex-post facto research is a
term commonly used in the social sciences and business for descriptive studies where the researcher may
identify and explain the phenomena being studied but has no direct influence over the phenomena being
studied.
Sources of Data :-
There are two types of data source
 Primary data
 Secondary data
All of the information in this study is secondary. For this reason, everything you'll see here has been culled from
newspapers, periodicals, websites, and bulletins.
PRIMARY DATA:
In-person interviews, surveys, and other forms of direct customer feedback are all viable methods for gathering
this information. Inquiries were collected from site visitors to several auto showrooms.
SECONDARY DATA:
This data was collected through any indirect source of information. I collected using the following.
1. Books
2. Official websites
3. Magazines
4. Exhibition
5. Websites
6. Newspapers
SAMPLE DESIGN:
Sample Unit: World population
Sample Techniques: Random Sampling
Sample Size: 100

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V. DATA ANALYSIS
We used basic percentages and a visual representation to break down the data. Various statistics were
displayed using pie charts and bar graphs.
TOOLS
Rating systems, pie charts, graphs, etc. are all utilised for data analysis. Much consideration was given to the
distribution and comfort of the questionnaires given to each respondent. Table 4. in order for him or her to be
able to respond adequately to any inquiries. For objective results, this approach is used.
PLAN OF ANALYSIS
Interview and survey data will be analysed qualitatively and quantitatively. Graph will be used to make sense of
the data.
TOOLS FOR ANALYSIS:
 Diagrams
 Percentage
 Chart
 Graph
VI. LIMITATIONS OF THE STUDY
1. One, it was a quick study with largely student participants. This could have an impact on the survey's
results.
2. Second, the internet and reports gave insufficient or insufficient secondary information.
3. Third, since the study is conducted using samples, it's possible that no concrete results will be uncovered.
4. It's possible that responders are in a rush or preoccupied with other tasks, leading them to submit
inaccurate information.
VII. FINDINGS
• Our research has shown that dealers are in agreement that implementing marketing strategies helps to
enhance product sales.
• The majority of clients are brought in as a result of word-of-mouth advertising and publicity in the media.
• The Maruti Swift, the Hyundai i10, i20, and Creta, as well as the Hyundai Tiago and Nexon, are the
automobiles that customers want the most.
• Customers are more interested in purchasing gasoline-powered automobiles than diesel-powered or natural
gas-powered automobiles.
• It was discovered that the vast majority of customers were pleased with the cars' performance.
• Between 50 and 75 percent of consumers choose to pay for their vehicles in monthly installments.
• According to the results of the poll, around 64% of people utilise Marutis.
• The majority of buyers felt that the prices of the vehicles were fair and acceptable.
• The services provided by the dealer earned the approval of the customers.
VIII. CONCLUSION
The marketing strategy that Maruti Suzuki uses is effective, and the company achieves positive outcomes. And
because Maruti has such a large network of dealers and service centres, they are able to give excellent after-
sales services and are able to keep a positive relationship with their clientele, both of which are among the
company's greatest strengths. Maruti also benefits from its already established goodwill and brand name in the
market, both of which it already possesses. Hence, Maruti can seize this as an opportunity to introduce brand-
new and forward-thinking automobile models to the market and work towards attracting an increasing number
of customers. It is clear that Maruti is attempting to attract clients from various market sectors by releasing
vehicles such as the SX4, Swift, and WagonR; yet, its primary choice is only for "A" class automobiles. Hyundai's
techniques of promoting their products with celebrities have received a very strong response; nonetheless,
Hyundai should advertise more effectively to build a nice picture of its products by transferring the essential
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positive qualities about its automobiles. Tata is currently more competitive than the majority of vehicles
produced by Maruti and Hyundai in every category of automobiles. Despite the fact that Hyundai has a strong
track record of having successful diesel mid size cars in its portfolio, the company ought to capitalise on the
same opportunity to launch the diesel versions of tiny cars before Maruti also has a competitive edge. In
addition, Hyundai ought to make an effort to expand the number of their service centres so that customers
would find the experience to be more convenient.
IX. REFERENCE
Books:-
[1] Marketing Research (Author- G C Beri), (Publish by Tata McGraw Hill Publishing Co. LTD., New Delhi),
Third Edition (2002)
[2] Marketing Management (Author- Rajan Sexana), (Publish by Tata McGraw Hill Publishing Co. LTD, New
Delhi), Second Edition (2001)
[3] Marketing Management (Author- R S Sexana), (Publish by Himalaya Publication, New Delhi), Ninth
Edition (2000)
[4] Marketing Management (Author- Philip Kotler), (Publish by Pren Tice-hall of India PVT. LTD., New
Delhi), Ninth Edition (2002)
[5] Research Methodology (Author- Bhandrai), Print 2004, second edition
Magazines:-
[6] Auto Drive
[7] Indian Auto
[8] Over Drive
Websites:-
[9] https://www.tatamotors.com/
[10] https://www.marutisuzuki.com/
[11] https://www.hyundai.com/
[12] https://auto.mahindra.com/
[13] www.autoindia.com
[14] www.overdrive.com

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International Research Journal of Modernization in Engineering Technology and Science

MARKETING ANALYSIS ON AUTO INDUSTRY IN INDIA COMPARATIVE

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