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A REASEARCH REPORT ON

COMPARATIVE STUDY & MARKETING STRATEGY OF MARUTI ZEN & HYUNDAI SANTRO
SPECIAL REFERENCE TO (MARUTI ZEN & HYUNDAI SANTRO)

RESEARCH REPORT SUBMMITTED FOR THE AWARDS OF THE DEGREE OF

MASTER OF BUSINESS ADMINISTRATION


(SESSION: 2010-2012)

SUBMITTED TO:

SUBMITTED BY:

Mrs. Manjusha Goel Mohan (Deptt. of Management) 1003370056 (RKGIT GZB)

Vishwas Roll No.: MBA 4th Sem.

RAJ KUMAR GOEL INSTITUTE OF TECHNOLOGY


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5 KM STONE ,MEERUT ROAD GHAZIABAD

Raj Kumar Goel Institute of Technology (MBA)


5th KM. STONE, DELHI-MEERUT ROAD,GHAZIABAD (U.P)-201003 Date: .

TO WHOM SOEVER IT MAY CONCERN

This is to certify that Mr VISHWAS MOHAN is a bonafide student of MBA 2nd Year of this institute for the session 2010-12 and he has prepared Research Project Report titled COMPARATIVE STUDY OF MARKETING STATEGIES OF MARUTI

SUZUKI (ZEN ESTILO) AND HYUNDAI (SANTRO XING) for partial


fulfilment of Master of Business Administration (MBA) affiliated to Mahamaya Technical University, NOIDA.

I wish him all the best for his future endeavours.

Dr. Vibhuti (HOD) Department of management

ACKNOWLEDGEMENT

All is well if ends well .I realize that these words written by the way my gratitude are not sufficient to express my gratefulness to those who were instrumental for this project report which I have undertaken with courage, confidence and goodwill so also encouragement from them. I am very thankful to Mr. Ritesh Kumar, AGM (Admn), Maruti Suzuki India Ltd., New Delhi who has been provided me the latest information about Organization ins and outs. I sincerely thanks to Mrs. Manjusha Goel Mam who encouraged & provided us to undergo the research project, which has proved to be a very valuable source of practical knowledge for us. I am also grateful to our Coordinator and all faculties of RKGIT, whose valuable suggestion helped me in preparing the report. Last but not least, I am very thankful to my friends and colleagues and those people who has been provided me all the information by which research report has been successfully completed.

Declaration

I Vishwas Mohan Son of Shri Rohitasv Kumar pursuing Master of Business Administration (MBA) 2nd year from Raj Kumar Goel Institute of Technology (MBA), Ghaziabad in the session 2010-12. I hereby declare that this research project report titled COMPARATIVE STUDY OF MARKETING STATEGIES OF

MARUTI SUZUKI (ZEN ESTILO) AND HYUNDAI (SANTRO XING)


is the outcome of my own effort. The same report has not been submitted earlier to any Institute /University for awarding the any degree/ diploma of MBA or any other professional course. If there will be any violation of IPR than I will be solely responsible to that and Institute/University has right to cancelled my degree.

Date: Place: RKGIT(MBA),Ghaziabad

Vishwas Mohan 1003370056

PREFACE

As a student of MBA one of the most reputated professional course, I consider its my privilege to thank all the persons involved in the working of this project and their supervision and guidance I have been able to complete this project. The attractive feature of the MBA is that along with theory we also get to have the exposure of the practical environment. The entire journey from the very idea of this project report to reality would not have been possible without guidance and support of many people. The Project Report is based on Systematic and Scientific search for pertinent information on Specific Topic. The Project Report revolves around the market of middle segment cars (Maruti Zen & Hyundai Santro) to explore the various aspects of middle segment cars. The certain objectives were predefined and the task was to accomplish them. The study was confined geographically to the set of questionnaire was prepared & scrutinized before going for market analysis.

CONTENT
EXECUTIVE SUMMARY INDUSTRY PROFILE / INTRODUCTION COMPANY PROFILE INTRODUCTION OF SEGMENT CARS INTRODUCTION OF ZEN ESTILO INTRODUCTION OF SANTRO XING 8-9 10-20 21-34 35-41 42-45 46-49

COMPARISON OF SOME FUNCTION BETWEEN MARUTI ZEN HYUNDAI SANTRO 150-65

COMPARISION OF SAFETY BETWEEN MARUTI ZEN & HYUNDAI SANTRO

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COMPARISION OF TECHNOLOGY BETWEEN MARUTI ZEN & HYUNDAI SANTRO

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COMPARISION OF PARTNERS BETWEEN MARUTI ZEN & HYUNDAI SANTRO

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COMPARISION OF PRICES BETWEEN MARUTI ZEN & HYUNDAI SANTRO

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COMPARISION OF COLORS BETWEEN MARUTI ZEN & HYUNDAI SANTRO

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COMPARISION OF INTERNATIONAL STYLE BETWEEN MARUTI ZEN & HYUNDAI SANTRO

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COMPARISION OF FEATURES BETWEEN MARUTI ZEN & HYUNDAI SANTRO 6

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COMPARISION OF VARIANT BETWEEN MARUTI ZEN & HYUNDAI SANTRO

RESEARCH METHODOLOGY RESEARCH OBJECTIVE SIGNIFICANCE OF RESEARCH RESEARCH DESIGN SAMPLING SAMPLE SIZE SAMPLE UNIT COLLECTION OF DATA

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ANALYSIS AND INTERPRTATION FINDINGS RECOMMENDATIONS CONCLUSION BIBLIOGRAPHY QUESTIONNAIRE

72-84 85-86 87-88 89 90 91-92

EXECUTIVE SUMMERY

EXECUTIVE SUMMARY
The project was undertaken for to analysis the market of middle segment cars at Delhi & NCR to find out the current comparison between middle segment cars as Maruti Zen & Hyundai Santro Xing

The market study and research is done by the questionnaire related to customer

The current comparison between Maruti Zen Estilo and Hyundai Santro at Delhi & NCR is showing which cars is best between both cars and it has been made for customer satisfaction for their favorites car

New customers are always eager and keen to become the best one car between Maruti Zen Estilo and Hyundai santro. But a critical and extensive survey gives us the knowledge to judge the appropriate car between Maruti Zen and Hyundai Santro.

INDUSTRY PROFILE

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The automotive industry in India is one of the largest in the world and one of the fastest growing globally. India's passenger car and commercial vehicle manufacturing industry is the seventh largest in the world, with an annual production of more than 3.7 million units in 2010. According to recent reports, India is set to overtake Brazil to become the sixth largest passenger vehicle producer in the world, growing 16-18 per cent to sell around three million units in the course of 2011-12. In 2009, India emerged as Asia's fourth largest exporter of passenger cars, behind Japan, South Korea, and Thailand.. In 2010, India reached as Asia's third largest exporter of passenger cars, behind Japan and South Korea beating Thailand. As of 2010, India is home to 40 million passenger vehicles. More than 3.7 million automotive vehicles were produced in India in 2010 (an increase of 33.9%), making the country the second fastest growing automobile market in the world. According to the Society of Indian Automobile Manufacturers, annual vehicle sales are projected to increase to 5 million by 2015 and more than 9 million by 2020. By 2050, the country is expected to top the world in car volumes with approximately 611 million vehicles on the nation's roads.The majority of India's car manufacturing industry is based around three clusters in the south, west and north. The southern cluster near Chennai is the biggest with 35% of the revenue share. The western hub near Maharashtra is 33% of the market. The northern cluster is primarily Haryana with 32%. Chennai, is also referred to as the "Detroit of India the India operations of Ford, Hyundai, Renault and Nissan headquartered in the city and BMW having an assembly plant on the outskirts. Chennai accounts for 60% of the country's automotive exports. Gurgaon and Manesar in Haryana form the northern cluster where the country's largest car manufacturer, Maruti Suzuki, is based. The Chakan corridor near Pune, Maharashtra is the western cluster with companies like General Motors, 11

Volkswagen, Skoda, Mahindra and Mahindra, Tata Motors, Mercedes Benz, Land Rover, Fiat and Force Motors having assembly plants in the area. Aurangabad with Audi, Skoda and Volkswagen also forms part of the western cluster. Another emerging cluster is in the state of Gujarat with manufacturing facility of General Motors in Halol and further planned for Tata Nano at Sanand. Ford, Maruti Suzuki and Peugeot-Citroen plants are also set to come up in Gujarat. Kolkatta with Hindustan Motors, Noida with Honda and Bangalore with Toyota are some of the other automotive manufacturing regions around the country.

Major players in the Indian Car Industry:


Fierce competition among the major car players can be witnessed in the Indian Car industry. The India car industry is being dominated by the following major players:

Indian automotive companies


Chinkara Motors: Beachster, Hammer, Roadster 1.8S, Rockster, Jeepster, Sailster Hindustan Motors: Ambassador ICML: Rhino Rx Mahindra: Major, Xylo, Scorpio, Bolero, Thar, Verito, Genio, XUV500. Premier Automobiles Limited: Sigma, RiO San Motors: Storm Tata Motors: Nano, Indica, Vista, Indigo, Manza, Indigo CS, Sumo, Grande, Venture, Safari, Xenon, Aria

Foreign automotive companies in India Vehicles manufactured or assembled in India


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BMW India: 3 Series, 5 Series, X1, X3. Fiat India (in collaboration with Tata Motors): Grande Punto, Linea. Ford India: Figo, Fiesta Classic, Fiesta, Endeavour. General Motors India

Chevrolet: Spark, Beat, Aveo U-VA, Aveo, Optra, Cruze, Tavera.

Honda Siel: Brio, Jazz, City, Civic, Accord. Hyundai Motor India: Eon, Santro, i10, i20, Accent, Verna, Sonata. Land Rover: Freelander 2 Maruti Suzuki: 800, Alto, WagonR, Estilo, A-star, Ritz, Swift, Swift DZire, SX4, Omni, Eeco, Gypsy. Mercedes-Benz India:]C-Class, E-Class, M-Class, S-Class. Mitsubishi (in collaboration with Hindustan Motors): Lancer, Lancer Cedia, Pajero. Nissan Motor India: Micra, Sunny, Evalia. Renault India: Pulse, Duster, Fluence, Koleos. Toyota Kirloskar: Etios Liva, Etios, Corolla Altis, Innova, Fortuner. Volkswagen Group Sales India:

Audi India: A4, A6, Q5. koda Auto India: Fabia, Rapid, Laura. Volkswagen India: Polo, Vento, Jetta, Passat.

CAR SEGMENTATION
With the expansion of Indian Automotive market over a period of time the segmentation of car models came in to existence based on cars defining characteristics namely: 13

Size Performance Price

However with continuing growth of market SIAM ( Society of Indian Automotive Manufacturers) implemented the segmentation of cars on the basis of length of the cars.

CAR SEGMENTATION AS PER SIAM MINI (A1) SEGMENT


A1 ( Mini- Upto 3400mm): Maruti 800 The segment grew very fast in the initial years of expansion of automotive industry in India The segment started shrinking when new segments came into existence and is continuously on decline.

COMPACT (A2) SEGMENT


A2 (compact- 3401 to 4000 mm): Santro, i10, Getz Prime, WagonR, Alto, Palio Stile, Indica, Zen Estilo, Aveo U-VA, Spark, Ford Fusion Diesel, Swift The A2 segment is growing continuously and accounts for 67.8% of the total car market today. There are more than 50 lakhs of A1 segments users who can be upgraded to A2 segment.

THE MID-SIZE (A3) SEGMENT


A3 ( Mid- Size- 4001 to 4500mm): Esteem,SX4,Accent, Siena, Indigo, Ikon, City, Lancer, Cedia, Fiesta, Aveo, Verna, Logan and Ambassdor. 14

A3 segment has started growing now and is expected to spend rapidly in future. Within A3 segment upper A3 segment has started growing now.

EXECUTIVE (A4) SEGMENT


A4 (Executive-4501 to 4700mm): Elantra, Octavia, Laura, Mercedes C-class, Corolla, Civic, Optra Magnum.

PREMIUM (A5) SEGMENT


A5 (Premium-4701 to 5000mm): Sonata, Teana, Accord, Camry, E-class.

LUXURY (A6) SEGMENT


A6 (Luxury-5001mm and above): S-class

C (VAN TYPE): Omni, Versa. B2 (Passenger Carrier): Tavera, Sumo, Innova. SUVs: Tucson, CRV, Endeavour, Grand Vitara, X-Trail, Montero, Safari, Pajero.

KEY COMPETITORS Tata Motors


Market Share: Commercial Vehicles 63.94%, Passenger Vehicles 16.45% Tata Motors Limited is India's largest automobile company, with consolidated revenues of USD 14 billion in 2008-09. It is the leader in commercial vehicles and among the top three in passenger vehicles. Tata Motors has winning products in the compact, midsize car and utility vehicle segments. The company is the world's fourth largest truck manufacturer, and the world's second largest bus manufacturer with over 24,000 employees. Since first rolled out in 1954, Tata Motors as has produced and sold over 4 million vehicles in India. Tata Motors is the first company from India's engineering sector to be listed in the New York Stock Exchange (September 2004), has also emerged as an international automobile 15

company. Through subsidiaries and associate companies, Tata Motors has operations in the United Kingdom, South Korea, Thailand and Spain. Among them is Jaguar Land Rover, a business comprising the two British brands which was acquired in 2008. In 2004, it acquired the Daewoo Commercial Vehicles Company, South Korea's second largest truck maker. The rechristened Tata Daewoo Commercial Vehicles Company has launched several new products in the Korean market, while also exporting these products to several international markets. Today two-thirds of heavy commercial vehicle exports out of South Korea are from Tata Daewoo. In 2005, Tata Motors acquired a 21% stake in Hispano Carrocera, a reputed Spanish bus and coach manufacturer, and subsequently the remaining stake in 2009. Hispano's presence is being expanded in other markets. In 2006, Tata Motors formed a joint venture with the Brazil-based Marcopolo, a global leader in bodybuilding for buses and coaches to manufacture fully built buses and coaches for India and select international markets. In 2006, Tata Motors entered into joint venture with Thonburi Automotive Assembly Plant Company of Thailand to manufacture and market the company's pickup vehicles in Thailand. The new plant of Tata Motors (Thailand) has begun production of the Xenon pickup truck, with the Xenon having been launched in Thailand in 2008. Tata Motors is also expanding its international footprint by franchises and joint ventures assembly operations in Kenya, Bangladesh, Ukraine, Russia, Senegal and South Africa. With over 3,000 engineers and scientists, the company's Engineering Research Centre, established in 1966, has enabled pioneering technologies and products. The company today has R&D centres in Pune, Jamshedpur, Lucknow, Dharwad in India, and in South Korea, Spain, and the UK. It was Tata Motors, which developed the first indigenously developed

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Light Commercial Vehicle, India's first Sports Utility Vehicle and, in 1998, the Tata Indica, India's first fully indigenous passenger car. Within two years of launch, Tata Indica became India's largest selling car in its segment. In 2005, Tata Motors created a new segment by launching the Tata Ace, India's first indigenously developed mini-truck. In January 2008, Tata Motors unveiled its People's Car, the Tata Nano, a development which signifies a first for the global automobile industry. Nano brings the comfort and safety of a car within the reach of thousands of families. The standard version has been priced at USD 2,200 or Rs.100,000 (excluding VAT and transportation cost). The Tata Nano has been subsequently launched as planned, in India in March 2009.

Maruti Suzuki India


Market Share: Passenger Vehicles 46.07% Maruti Suzuki India Limited, a subsidiary of Suzuki Motor Corporation of Japan, is India's largest passenger car company, accounting for over 45% of the domestic car market. The company offers a complete range of cars from entry level Maruti-800 and Alto, to stylish hatchback Ritz, A star, Swift, Wagon-R, Estillo and sedans DZire, SX4 and Sports Utility vehicle Grand Vitara. Since inception in 1983, Maruti Suzuki India has produced and sold over 10 million vehicles in India and exported over 500,000 units to Europe and other countries. The company's revenue for the fiscal 2010-2011 stood over Rs 375,224 million and Profits After Tax at over Rs. 22,886 million.

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Hyundai Motor India


Market Share: Passenger Vehicles 14.15% Hyundai Motor India Limited is a wholly owned subsidiary of world's fifth largest automobile company, Hyundai Motor Company, South Korea, and is the largest passenger car exporter. Hyundai Motor presently markets 49 variants of passenger cars across segments. These includes the Santro in the B segment, the i10, the premium hatchback i20 in the B+ segment, the Accent and the Verna in the C segment, the Sonata Transform in the E segment. Hyundai Motor, continuing its tradition of being the fastest growing passenger car manufacturer, registered total sales of 559,880 vehicles in the year 2009, an increase of 14.4% over 2008. In the domestic market it clocked a growth of 18.1% as compared to 2008 with 289,863 units, while overseas sales grew by 10.7%, with export of 270,017 units. Hyundai Motor currently exports cars to more than 110 countries across European Union, Africa, Middle East, Latin America and Asia. It has been the number one exporter of passenger car of the country for the sixth year in a row. In a little over a decade since Hyundai has been present in India, it has become the leading exporter of passenger cars with a market share of 66% of the total exports of passenger cars from India, making it a significant contributor to the Indian automobile industry. In 2009, in spite of a global slowdown, Hyundai Motor India's exports grew by 10.7%. In 2010 Hyundai plans to add 10 new markets with Australia being the latest entrant to the list. The first shipment to Australia is of 500 units of the i20 and the total i20 exports to Australia are expected to be in the region of 15,000 per annum.

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Mahindra & Mahindra


Market Share: Commercial Vehicles 10.01%, Passenger Vehicles 6.50%, Three Wheelers 1.31% Mahindra & Mahindra is mainly engaged in the Multi Utility Vehicle and Three Wheeler segments directly. The company competes in the Light Commercial Vehicle segment through its joint venture subsidiary Mahindra Navistar Automotives Limited and in the passenger car segment through another joint venture subsidiary Mahindra Renault. In the year 2009, on the domestic sales front, the Company along with its subsidiaries sold a total of 220,213 vehicles (including 44,533 three-wheelers, 8,603 Light Commercial Vehicles through Mahindra Navistar Automotives and 13,423 cars through Mahindra Renault), recording a growth of 0.6% over the previous year. The company's domestic Multi Utility Vehicle sales volumes increased by 3.3%, as against a decline of 7.4% for industry Multi Utility Vehicle sales. A record number of 153,653 Multi Utility Vehicles were sold in the domestic market in 2009 compared to 148,761 MUVs in the previous year. Hence, Mahindra & Mahindra further strengthened its domination of the domestic Multi Utility Vehicle sub-segment during the year, increasing its market share to 57.2% over the previous year's market share of 51.3%. Mahindra & Mahindra is expanding its footprint in the overseas market. In 2009 the Xylo was launched in South Africa. The company formed a new joint venture Mahindra Automotive Australia Pty. Limited, to focus on the Australian Market.

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COMPANY PROFILE

Maruti Suzuki is Indias number one leading automobile manufacturer and the market leader in the car segment both in terms of volume of vehicle and revenue earned. Until recently 18.28% of the company was owned by the Indian government and 54.2% by the 21

Suzuki of Japan. The Indian Govt. held an initial public offering of 25% of the company in June 2003. As of 10 May 2007 government of India sold its complete share to Indian financial Institution. With this govt. Of India has no longer stake in Maruti Udyog. Maruti Udyog Limited (MUL) was established in February 1981, though the actual production was started in 1983 with the Maruti 800 based on the Suzuki Alto Kei Car which at that time was the only modern car available in India. Its only competitor was Hindustan Motors Ambassador and the Premier Padmini were both around 25 years out of date at that point.Through 2004 , Maruti Suzuki had produced over 5 Million vehicles. Maruti Suzuki are sold in India and various several other countries depending upon export orders. Models similar to Maruti Suzuki ( but not manufactured by Maruti udyog) are sold by Suzuki Motors corporation and manufactured in Pakistan and other south Asian countries. The company anually exports more than 50,000 cars and has an extremely large domestic market in India selling over 7,30,000 cars anually. Maruti 800 till 2004 was the Indias largest selling compact car ever since it was launched in 1983. More than a Million unit of this car have been sold worldwide so far. Currently Maruti Suzuki Alto tops the sales chart and Maruti Suzuki Swift is the largest selling car in A2 segment.Due to 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 in India, Hindus lord Hanuman is known as Maruti was associated with Maruti 800 model.

Manufacturing Facilities
Its manufacturing facilities are located at two facilities, Gurgoan and Manesar south of Delhi. Maruti Suzukis Gurgoan facility has an installed capacity of 3,50,000 units per

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annum. The Manesar facility launched in February 2007 comprises a vehicle assembly plant with a capacity of 1,00,000 units per year and a Diesel Engine plant with an annual capacity of 1,00,000 engines and transimission. Manesar and Gurgoan facility have a combined capacity to produce over 7,00,000 units annually.More than a half of the cars sold in India are Maruti Suzuki cars. The company is a subsidiary of Suzuki Motors Corporation of Japan which owns 54.2 percent of Maruti Suzuki. The rest is owned by the Public and Finance Institution.It was listed on the Bombay ( now Mumbai) stock exchange in India. During 2007-08 Maruti Suzuki sold 7,64,842 cars of which 53,024 are exported in all. Over Six Million Maruti Suzuki cars on Indian roads since the first car was rolled out on 14 December 1983.

Products Offered
Maruti Suzuki offers 15 models and they are, Maruti 800, Alto, Wagon R, Zen Estilo, A Star, Ritz, Swift, Swift Dzire, SX4, Omni, Eeco, Gypsy and Grand Vitara.Out of these models Grand Vitara is imported from Japan a completely built unit (CBU). Swift, Swift Dzire , A Star and SX4 are manufactured in Manesar and the remaining models such as Maruti 800, Alto, Wagon R, Zen Estilo, Ritz, Omni , Eecoetc are manufactured at Gurgoan Plant.

Market segment
Despite increased competition, Maruti Suzuki, which is now majority owned by Suzuki Motor Corp, remains the market leader in India with a share of nearly 44%. Its strength lies in its wide range of small car models, which form the bulk of the Indian car market. Maruti

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Suzuki also has the largest dealer network and its annual manufacturing capacity is close to 1 million vehicles.

Maruti Suzuki India Ltd

Type Founded

Public (BSE MARUTI, NSE MARUTI) 1981 24

Headquarters Key people Industry Products Revenue Employees Slogan Website

Gurgaon (Delhi metropolitan area), Haryana, India Mr R.C Bhargava CHAIRMAN Shinzo Nakanishi, Managing Director and CEO Automotive Cars ~$3.75 billion (2011) 3,334 Count on us. http://www.marutisuzuki.com

History of Maruti Suzuki India LTD


Maruti Suzuki India Limited, formerly Maruti Udyog Limited, is engaged in the business of manufacturing, purchase and sale of motor vehicles and spare parts (automobiles). The other activities of the Company include facilitation of pre-owned car sales, fleet management and car financing. The Company has four plants, three located in Palam Gurgaon Road, Gurgaon, Haryana and one located at Manesar Industrial Town, Gurgaon, Haryana. During the fiscal year ended March 31, 2009, the Company produced and sold over seven million cars, and exported more than 500,000 cars. The Company's subsidiaries include Maruti Insurance Business Agency Limited, Maruti Insurance Distribution Services Limited, Maruti Insurance Agency Solutions Limited, Maruti Insurance Agency Network Limited, Maruti Insurance Agency Services Limited and Maruti Insurance Agency Logistics Limited. The

The Maruti models on road now are


1. Maruti 1000: Launched 1990 2. Maruti Zen: Launched 1993 with a facelift in 2003.Production ended in 2006. 3. Maruti Esteem:Launched 1994 Maruti Wagon-R:Launched 1999 Modified 2006

4. Maruti Baleno:Launched 1999. Production ended late 2006/early 2007. 25

5. Maruti Alto:Launched 2000. Currently the largest selling car in India 6. Maruti Grand Vitara:Launched 2003 7. Maruti Grand Vitara XL-7 8. Maruti Versa: Launched 2003 9. Maruti Swift: Launched 2005 10. Maruti Zen Estilo Launched in 2006 11. Maruti Swift Diesel Launched in 2007 12. Maruti Suzuki SX4 Launched in May 2007 13. Maruti Grand Vitara Sports Utility Vehicle Launched in July 2007 14. Maruti Ritz launched in 2009 15. Maruti Ecco launched in 2009 16. Maruti Wagon r revised model launched in 2010

Authorized Service Stations of Maruti

Maruti is one of the companies in India which has unparalleled service network. To ensure the vehicles sold by them are serviced properly Maruti had 1545 listed Authorized service stations and 30 Express Service Stations on 30 highways across India.Service is a major revenue generator of the company. Most of the service stations are managed on franchise basis, where Maruti trains the local staff. Other automobile companies have not been able

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to match this benchmark set by Maruti. The Express Service stations help many stranded vehicles on the highways by sending across their repair man to the vehicle.

Marutis Vision:
"The Leader in the Indian Automobile Industry, Creating Customer Delight and Shareholder's Wealth; A pride of India."

By this period of time, few other car manufacturers had also hit the Indian market which eventually made Maruti more competitive in its car models and more aggressive in its operations. The introduction of Zen was then followed by the launch of Maruti Suzuki 27

Esteem in 1994, Maruti Suzuki Baleno and Maruti Suzuki WagonR in 1999, and Maruti Suzuki Alto in 2000. The company also launched another SUV in the Indian market known as Maruti Suzuki Grand Vitara in 2003. This car was not successful during that year and was phased out. Later in 2007, the company re-introduced the new car with better features and engine technology. Maruti Suzuki Versa and Maruti Suzuki Zen Estilo are an addition to Maruti cars but unfortunately were not as successful as other in the list. After these successful launches by Maruti Suzuki, a world strategic car model, popularly known as Maruti Suzuki Swift, was introduced in 2005. This car is available in both petrol and diesel version and is a big hit in the Indian car market. Swift is as swift as its name and is winning hearts and applauds across the country. Maruti Suzuki was happy with the praises and appreciation received by all its customers but was not happy with the lack of one successful sedan. This made the company the company introduced a hot, elegant and one of the most comfortable sedan, christened as Maruti Suzuki SX4, in 2007. This is the entire journey of Maruti Suzuki India since the time of its inception in 1981. Even further Maruti aims to make compact, fuel efficient, low-maintenance, and lightweight cars better suited to Indian weather and road conditions BRAND PORTFOLIO OF THE COMPANY CLASS City Car BRAND NAME Maruti 800 Maruti Alto Maruti Zen Estilo YEAR INTRODUCED 1983 2000 2005 SLOGAN Change your life Let's go Shape your world

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Suzuki Alto (A-star) Suzuki Splash Super mini Maruti Wagon-R Car Compact Car Sports Utility Vehicle Maruti Gypsy Maruti Omni Microvan Maruti Versa Maruti Suzuki Swift Maruti Suzuki SX4 Maruti DZiRE Suzuki Grand Vitara

2008 Upcoming model in 2009 1999 2005 2007 2008 2007 1985 1984 2003

Stop @ nothing

For the smarter race You're the fuel Men are back The heart car Play it your way King Fits all The joy of travelling together

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The beginning of Hyundai Motor Company dates to April 1946 when founder, Ju-Yung Chung established Hyundai Auto Service in Seoul, South Korea at the age of 31 years. The name Hyundai was chosen for its meaning which in English translates to modern. The Hyundai logo is symbolic of the company's desire to expand. The oval shape represents the company's global expansion and the stylized "H" is symbolic of two people (the company and customer) shaking hands.

Hyundai Motor Company was founded by Ju-Yung Chung and younger brother Se-Yung Chung in December 1967. In 1968 the company entered into a contract with Ford motor company to assemble the Ford Cortina and Granada for the South Korean market and continued to produce them until 1976. Hyundai completed construction of the Ulsan plant in six months and achieved the shortest groundbreaking to first commercial production of any of Fords 118 plants. The eight year journey provided Hyundai with assembly knowledge, blueprints, technical specifications, production manuals, and trained Hyundai engineers.

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Hyundai founder, Ju-Yung Chung

The leader of the Hyundai-Kia Automotive Group was changed by founder, Ju-Yung Chung in 1999 after the Asian financial crisis and government mandated breakup of the Hyundai Group. Previously the automotive group was being managed by the founder's brother. His son, Mong-Koo Chung had performed well managing Hyundai's after-sale service and dealerships. Mong-Koo was the catalyst of an extreme turnaround for the company. During the 80s and 90s, his uncle focused on Hyundai Automotive's growth and producing as many cars as possible. Product quality and customer satisfaction suffered. From his experience working with dealerships and angry Hyundai customers, Mong-Koo knew well the damage to the Hyundai reputation and the high cost of warranty repairs

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HYUNDAI MOTOR COMPANY


Founded in 1967 Brand value of US $ 7.07 billion- 2010 ( Business Week) Hyundais brand ranking improves by 3 places in best Global Brands Survey 2007( 75 to 72) Sale of 5.7 million units world wide- 2010 (including the Kia brand) 6th largest auto manufacturer in the world- Hyundai- Kia Automotive Group Sold in 193 countries through a network of over 5000 dealership 2009 Ideal Vehicle Brand- Hyundai- Auto Pacific USA Official sponsor and vehicle supplier- FIFA World Cup, Germany- 2006

HYUNDAI MILESTONES
1967 Hyundai Motor company founded 1968 Licensing agreement signed with Ford 1974 Pony- Koreas first independently designed and manufactured model 1976 First Pony exported to Ecuador 1985 Excel launched 1986 Entered US market with Excel 1988 Sonata launched 1991 Developed first proprietary engine 4- cylinder Alpha

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1996 Cumulative exports surpass 4 million units, Cumulative production surpass 10 million units.

1998 Grandeur XG launched, Grand opening of Chennai plant in India, Acquired Kia Motors Corp.

2000 Santa Fe launched 2004 Cumulative exports surpass 10 million units 2009- Hyundai India cruises past 25 lakh cars on the road. 2010- Company becomes the largest passenger car manufacture in India. 2011- Launch new flyidic Verna wins the Readers choice mid size car of the year at TOP GEAR AWARDS 2011.

HYUNDAIs BRAND COMMUNICATION


Drive your way is corporate slogan which represents our pledge to become a leading Global brand. Our foremost priority is to both inspire and satisfy our customers. Therefore, the customers lives (your way) become more confident (Drive) and that we will always stand by the side.

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INTRODUCTION OF SEGMENT CARS


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INTRODUCTION OF SEGMENT CARS


BETWEEN 1998-99 and 2002-03, new passenger vehicle registrations grew an average of 15 per cent plus, due largely to the flood of new products in the small car segment. The car market is set for further expansion on the lines of what happened between 1999 and 2001. Again, as in the previous case, the expansion this time around too is likely to be due to the launch of a number of new cars and utility vehicles in almost all segments of the industry.

Entry level: The dream car for many a two-wheeler owner in the country, the Maruti 800, continues to offer the most value for the average Indian looking for a comfortable and affordable entry-level vehicle. The A segment, monopolised by Maruti Udyog Ltd (MUL), is a clear indicator of the aspirations of the value-conscious Indian. The M-800 notched up a 63 per cent increase in sales volumes during the first quarter of this fiscal on the back of the price cuts effected after the excise duty reduction. So, for the first-time car-buyer, who has budget constraints and is looking for comfortable transport on four wheels, the M-800 is still the best option. In fact, the car is even more comfortable to drive, thanks to new features such as radial tyres and a five-speed gear-box. Further, given the good resale potential, an M-800 is still the better choice when compared to more unreliable options in the second-hand car market. 36

Small cars: The B segment of the passenger car industry is the most crowded, with about eight models and some 80 variants. And more competition is waiting in the wings. Carmakers are hoping to replicate the leapfrogging that A-segment buyers did when a number of new options were offered in the B segment. A similar transmigration is now expected into a new cusp segment between B and C.

The products that may be positioned in this new segment are the Corsa Sail from GM India, the Getz from Hyundai (or the Click, as it is called in Korea), possibly the Suzuki MR Wagon and the much-awaited small car from Toyota. These may be new car options worth waiting for, especially if the buyer is an entry-level Csegment car aspirant. For the budget small-car buyer, apart from the existing choice between the Maruti Zen, the Tata Indica and the Hyundai Santro, the only addition later this year may be the Daewoo Matiz in its new avatar as the GM Chevrolet Spark. Mid-size: The C-segment, mid-size car buyer is going to be flush with choice too. After the Tata Indigo, one of the most popular in this segment, Tata Motors (the erstwhile Tata Engineering) is expected to launch an estate version of the original Indica.

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The competition in this segment could hot up if new products in the form of the Ford Focus, the Suzuki Liana and the Hyundai Avante,Santro XD land on Indian shores. For the entry-level C-segment car buyer, the best options would be the diesel version of the Tata Indigo and the petrol version of the Maruti Esteem, Zen For the buyer in this segment who has a heavier wallet, the recently introduced Chevrolet Optra may be a good choice. D and E segments: These two segments, representing premium and super luxury cars such as the Skoda Octavia, Hyundai Sonata, the new Honda Accord, Ford Mondeo and the luxury brand Mercedes Benz's E-class, have had to face competition from the Opel Vectra, Toyota Camry and the Toyota Corolla.

These two segments will be of interest to the well-heeled, and the buyer's choice is usually governed by his brand preference. Other additions were the C- and S-class sedans from Mercedes Benz and the imported BMWs and Volvos.

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MUVs and SUVs: Multi-utility and sports utility vehicles have had a bumper year in 200203. As consumer preference for these vehicles has been rising, so have the new models across the entire price spectrum. Starting from the Tata Sumo, Mahindra Bolero and the newer Mahindra Scorpio, to the top end Mitsubishi Pajero, Suzuki Grand Vitara and Chevrolet Forester, the buyer in this segment too is spoilt for choice. There are more in the pipeline, including the Ford Everest, the Hyundai Terracan and, possibly, the Ssangyong Rexton

BETWEEN 1998-99 and 2002-03, new passenger vehicle registrations grew an average of 15 per cent plus, due largely to the flood of new products in the small car segment. The car market is set for further expansion on the lines of what happened between 1999 and 2001. Again, as in the previous case, the expansion this time around too is likely to be due to the launch of a number of new cars and utility vehicles in almost all segments of the industry. Entry level: The dream car for many a two-wheeler owner in the country, the Maruti 800, continues to offer the most value for the average Indian looking for a comfortable and

39

affordable entry-level vehicle. The A segment, monopolised by Maruti Udyog Ltd (MUL), is a clear indicator of the aspirations of the value-conscious Indian. The M-800 notched up a 63 per cent increase in sales volumes during the first quarter of this fiscal on the back of the price cuts effected after the excise duty reduction. So, for the first-time car-buyer, who has budget constraints and is looking for comfortable transport on four wheels, the M-800 is still the best option. In fact, the car is even more comfortable to drive, thanks to new features such as radial tyres and a five-speed gear-box. Further, given the good resale potential, an M-800 is still the better choice when compared to more unreliable options in the second-hand car market. Small cars: The B segment of the passenger car industry is the most crowded, with about eight models and some 80 variants. And more competition is waiting in the wings. Carmakers are hoping to replicate the leapfrogging that A-segment buyers did when a number of new options were offered in the B segment. A similar transmigration is now expected into a new cusp segment between B and C.

The products that may be positioned in this new segment are the Corsa Sail from GM India, the Getz from Hyundai (as it is called in Korea), possibly the Suzuki MR Wagon and the much-awaited small car from Toyota. These may be new car options worth waiting for, especially if the buyer is an entry-level Csegment car aspirant.

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INTRODUCTION OF MIDDLE SEGMENT CARS

41

INTRODUCTION OF MARUTI ZEN

42

INTRODUCTION OF MARUTI SUZUKI ZEN ESTILO


The Suzuki MR Wagon is a kei car with a mini MPV body, seating four, manufactured by Suzuki for the Japanese market only, and also marketed in Japan by Nissan as the Nissan Moco under an OEM agreement. The model debuted in 2001, and since 2007 it has been in its second generation. It was launched in India by Maruti Suzuki as Maruti Zen Estilo in 2006, Maruti Zen Estilo was discontinued in 2009 and renamed as Maruti Estilo

As its name suggests, the Zen Classic features the retro look so popular in Japan and elsewhere. Launched on August 23 1999, it is the latest car to roll out from the Maruti bandwagon. It has all the contemporary features of the Zen, with a change in design. The Classic has the retro look with round headlights and a vertical chrome grill. The bumpers too get the retro.

Treatment and have been replaced with slim chrome bumpers. It features revised interiors with classic wood finish louvers on the dashboard and an all new speedometer make. Its power windows and central locking afford comfortable driving. Safety equipments include body reinforcements, side impact beams. It remains to be seen if this model can spark the retro craze in India too At Maruti, our approach to quality is in keeping with the Japanese practice--"build it into the product". Technicians themselves inspect the quality of work. Supervisors educate and instruct technicians to continually improve productivity and quality. The movement of quality indicators is reviewed in weekly meetings by the top management.

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The second generation Maruti Zen, called Zen Estilo was introduced in December 2006 as a part of Maruti Suzuki's Indian market strategy to launch a new car annually for the next five years .The new Zen has the same engine and chassis as the Maruti Wagon R; both being based on the Suzuki MR Wagon (Nissan Moco). The pricing is also nearly the same as the Wagon R. The Maruti Alto(model prior to Alto K10), Wagon R(till Aug 2010) and the new Zen Estilo all shared the same chassis

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INTRODUCTION OF HYUNDAI SANTRO XING

45

INTRODUCTION OF HYUNDAI SANTRO XING


On 30th November, I was reading the newspaper and the business section I saw the heading Hyundai become the debt free company. This prompt me to write a review on the best automobile company in India so the review is about the company, which in its 8 years of existence has transformed the India automobile scene. It has emerged as the leading export of it product I really admire it president Mr. BVR Subromanium I had the pleasure of meeting him at this year out export in Delhi.

In the 8 years this extentense Hyundai Motor India LTD. has shown tremendous growth and has major player in the Indian automobile market in fact it is given Maruti the largest car manufacture in India a stiff competition.

HISTORY

Hyundai Motor India LTD was established in 1996. Hyundai Motor India LTD and is wholly on it subsidiary of Hyundai Motor company S. Korea. It is the 2nd largest and fastest growing car manufacturing in India HMIL presently has over 18 variant of passengers can across four segments.

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Hyundai Santro in the B segment

The company recorded combined the sales of 150741 units during calendar year 2003 with Santro emerging leaders in their respective segments.

As a matter of fact HMIL has sold over 700,000 car in the record time adjust 8 years since commencement of commercial production in September 1998 and is all set to emerge as one of the largest exporter of passengers car and component out of India the company export income has been boosted both by an increase hiker realization from the export market mainly Europe and to it all HMIL was recently awarded the benchmark ISO 14001 certification for its sustainable environment management practices.

Recently in fact on HMIL wiped out it is entire accumulated debt has become a debt free company. It had a peak debt of around 414 million and wiping it out in a period of 8 years is by no means as well as achievement.

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It would have achieve higher sales in 2004 had in not been rusticated due to the less of production revamp of its manufacturing customer to its main rival Maruti during the three months when the revamp was going at manufacturing unit. But as well as know it will soon makes up for this loss.

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COMPARISON OF SOME FUNCTION BETWEEN MARUTI ZEN, HYUNDAI SANTRO

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COMPARISION OF SAFETY BETWEEN HYUNDAI SANTRO & MARUTI ZEN

HYUNDAI SANTRO XING

MARUTI ZEN

The new Santro Xing is the only compact With the Zen, you can be sure of a lot more car in India to offer the world class Antilock beyond the unmatched styling and the great Braking System (ABS) as an option on all looks. trims. A safety standard across the world, features Various thoughtfully the Zen designed into an transform

the ABS prevents wheel lock during sudden impregnable fortress of safety, within which braking maneuvers, thereby preventing the the passengers are cocooned with all vehicle from skidding and allows the driver possible active and passive safety systems. to remain in control of the vehicle, no matter how slippery the surface. These include: The crumple zones in the new Santro Xing have been further reinforced to conform to the strictest of global Protective monocoque body safety norms and tested for frontal and offset impact in the most gruelling test track conditions, so that you drive away with complete peace of mind. Take a look at the Multimedia Animation of our Crash Tests Collapsible steering column

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Dual side impact beams A pair of ultra-high strength steel members are built into the doors of the Santro Xing for additional protection against side impact, while a front impact bar and an engine subframe protect you in the event of a frontal impact. Child-proof rear door locks Hyundai vehicles are put through rigorous Crash Tests during developmental stage that conform to the exacting standards set by agencies like NCAP and SINCAP. Every effort is made to exceed passenger safety. the stipulated norms to ensure uncompromising Laminated front windscreen Engine sub-frame

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COMPARISION OF TECHNOLOGY BETWEEN HYUNDAI SANTRO & MARUTI ZEN

HYUNDAI SANTRO XING

MARUTI ZEN
With a technology and performance package unmatched by any other premium compact car in India, the Zen is a clear leader. Check out these features that make

Dimension weight

3565 Overall length(mm)

the Zen a technological wonder. Electronic power steering

Overall width (mm Wheel base (mm) Minimum turning Radius

1525 1590 2380 4.4m Ensures effortless maneuverability, more control and a better grip. Lets you stay in command of the road, making driving a pleasurable affair - no sweat! 16-Bit microprocessor It delivers that ideal combo of speed, power

Engine

and fuel efficiency, and gives you instant response Company safety Crash-tested as per international standards,

No. of cylinder No of value

4 12

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the new Zen cocoons you within a protected Engine displacement 1086 space with a host of active and passive safety features. Peace of mind. A sense of security. Performance Smooth driving Maximum output Maximum torque kgm@rpm Tires Size 155/70R. 63@5500 9.1/4000 The under-floor of the new Zen has been designed to ensure smooth crossing of speed breakers. You'll hardly feel those bumps.

COMPARISION OF PARTNER BETWEEN HYUNDAI SANTRO & MARUTI ZEN

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HYUNDAI SANTRO XING

MARUTI ZEN

ICICI bank HDFC bank PNB Bank of Panjab Kotak of mahindra Mahindra & mahindra financial ltd Citi bank

ICICI BANK PNB ABN AMBRO HDFC BANK SUZUKI LTD

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COMPARISION OF PRICES BETWEEN HYUNDAI SANTRO & MARUTI ZEN

HYUNDAI SANTRO

MARUTI ZEN

prices Xe (metallic) Xe(solid) Xp (metallic) Xp(solid) Xg (metallic) Xg (solid) Xs(metallic) Xs (metallic) At (metallic) At(solid) 343595 Rs. 339638 359617 355656 384638 380680 406655 402699 444526 440560 ZEN LXI bharat 3 (non metalic)

Price 369773

ZEN LXI bharat 3 ( 373396 metalic) ZEN LXI bharat 2 (non metalic) ZEN LXI bharat 2 ( 360396 metalic) ZEN LXI bharat 2 (non metalic) ZEN VXI bharat 2 (non metalic) ZEN VXI bharat 2 ( metalic) ZEN VXI bharat 3 (non metalic) ZEN VXI bharat 3 ( metalic) ZEN LX bharat 3 (non metalic) ZEN LX bharat 3 ( 55 343068 398283 394660 385283 3816600 385283 381660 356773

metalic) ZEN LX bharat 2 (non metalic) ZEN LX bharat 2 (metalic) 330068 346691

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COMPARISION OF COLORS BETWEEN HYUNDAI SANTRO & MARUTI ZEN

HYUNDAI SANTRO XING

MARUTI ZEN

Setting gray Forest dew Husky blue Noble white Scarlet sage Passion red Bright silver Ebony black

Bright red Silky silver Pearl silver Beam blue Superior white

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COMPARISION OF INTERNATIONAL STYLE BETWEEN HYUNDAI SANTRO & MARUTI ZEN

HYUNDAI SANTRO XING

MARUTI ZEN

A new shining dawn hear comes the sun again The new Santro Xing sports stunning design changes that include exterior a with completely transformed

Take a look at the new Zen. With the latest in European hatchback styling, it's quite an eyeful... and it leaves the competition way behind, just by its

flowing sheer presence on the road.

aerodynamic body lines, large integrated bumpers, stylish new headlamps and large sporty tail lamps. The plush new interiors New rear wind screen come with a cushy 3-spoke steering, new instrument clusters, front and rear power windows, luxurious new upholstery and more! FRONT LIGHT

New center cousole Rear fog lamps

New multi rellector clear head lamp New dynamic bonet Sporty meter cluster New hatchback door

new bigger and clear head lamps for sun New double grille shine at the night Attractive clear headlamps & fog lamps, for greater visibility & safe night driving under all weather conditions

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RADITOR GRILLE smart smiling radiator grille A sleek, smiling radiator grille with chrome horizontal lines adds to the character of the car. TAIL LAMPS lapsing new tail lamps

The new look rear combination lamps enhance the Xing's sporty looks and offer better safety while braking. MODULOR BUMPER WITH FOG LAMPS sleeks modular bumper with integrated fog lamp The body colored bumpers with waistline moulding accentuate the stylish looks and offer better crash resistance. REAR VIEW MIRRORS interlay adjustable rear view mirrors

EXITING NEW COLORS a fresh new range of colors The new look rear combination lamps enhance the

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Xing's sporty looks and offer better safety while braking. Flaunt your attitude with the Xing's tangy new range of colours. Choose from Fairy Leaf, Mystic Lavender, Satin Grey and more!!!

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COMPARISION OF FEATURES BETWEEN HYUNDAI SANTRO & MARUTI ZEN

HYUNDAI SANTRO XING

MARUTI ZEN

SAFETY & SECURITY (a) dual member sides protection beam (b) engine sub frame (c) cross bar under dash panel (d) child safety rear door lock (e) dual horn (f) high mounted stop lamp (g) central door locking EXTERIOR

SAFETY (a) body rainforcement (b) engine sub frame (c) liminated fron wind screen (d) rear wind screen wiper and washer (e) child safety rear door lock (f) new fron fog lamp (g) new rear fog lamp (h) new clear head lamp

COMFORT CLEAR HEAD LAMP (a)Twin clear rear combination lamps (b) drivers passenger ORVM (c) body colored bumper (d) waisting moulding (e) chrome radiator grille (f) wheel covers STYLE INTERIOR (a) spoke steering wheel 61 (a) body color bumper (b) body side mouldings (a) trasmission (b) front suspension (c) rear suspension (d) CFC-free airconditioner & heater (e) Front pwer window (f) Tinted glasses

(b) A,B&C pillartrim (c) Rear parcel tray (d) Ash tray (e) Room lamp WARNING (a) Low fuel warning (b) door and fail gate agar warning (c) seat belt warning COMFORT CONVENIENCE (a) heater (b) remote fuel lid operner (c) remote tail gate release (d) clutch foot rest (e) power steering (f) wanity mirror (g) front power window (h) cigar lighter

(c) new fabric up holstery (d) moulded door trims (e) moulded roof lining (f) new fuel feel cover

SEATING (a) anti sub marine front seak (b) rear seat double folding (c) seat under tray driver side

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COMPARISION OF VARIANT BETWEEN HYUNDAI SANTRO & MARUTI ZEN

HYUNDAI SANTRO XING

MARUTI ZEN The ZEN VXi is a top-of-the-line variant of the ZEN World Car. It is the only car in India to be equipped with an electronic power steering as opposed to the conventional hydraulic power steering thus improving maneuverability at both low and high speeds. The ZEN VXi comes with multi-point fuel injection (MPFI) which generates a maximum output of 60 bhp for better pickup and power. The ZEN VXi is equipped with stylish body coloured bumpers, power windows, central locking and a rear windshield demister for improved visibility during the monsoons and winters, as also side body moldings for improved aesthetics and prevention of scratches on the sides.

New front fog lamps New rear fog lamps New clear head lamps New clear tail lamps

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New improved lumber and thigh support seating New center console with cup holder New co-driver seat back pocket New fabric upholstery New dial colour instrument cluster New full wheel cover New gear knob with metal finish New body coloured garnish on backdoor

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RESEARCH METHODLOGY

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RESEARCH OBJECTIVE
The study was taken as a part of the curriculum of the 2-year find time MBA degree. The objective of the survey was to study the potential of the effect of product visibility and sales. The method of data collection was both primary and secondary source . The primary data was collected by visiting market and getting the questionnaire filled. The sample size of my survey was 100 customers of middle segment cars (Maruti Zen & Hyundai Santro). I hope that the suggestion given on the basic of data collection will prove to be useful.

The following objectives of the research are as follows: 1- To find out the awareness of customers about the Maruti Zen and Hyundai Santro market. 2- To analysis the comparison of quality between Maruti Zen and Hyundai Santro. 3- To evaluate the average of both cars 4- To analysis the customers satisfaction for both cars . 5- To findout the value of resell of both cars. 6- To findout the effectiveness of media used for Maruti Zen and Hyundai Santro

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SCOPE OF THE STUDY

The study comparison between Maruti Zen and Hyundai Santro has been aimed at middle segment cars. I cover the impact of Maruti Zen and Hyundai Santro on customer. This study is also extended to know the consumer awareness about both cars. The study mainly projected to show the comparison between these both cars.

SIGNIFICANCE OF RESEARCH
All progress is born of inquiry. Is often better than over confidence for it leads to inquire and inquire leads to invention. So it show increased scientific and inductive thinking and is promotes the devolvement of logical has its of thinking and organization. Research has its special significance in comparison between Maruti Zen and Hyundai Santro market this research motivate both cars company about the sale. This research gives the information to both cars company about the customer as which car do the customer most like and customer satisfaction of which car is better. This market research shows the weakness of cars.

Market research is the investigation of the structure and development of the market for the purpose of formulating efficient policies for purchasing, production and sales

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RESEARCH METHODOLOGY

Management is in any organization needs information about potential market and environmental _forces. In order to develop successful strategic marketing plans and to respond to change in the market place. Marketing Research enable an organization to obtain the information, it need to make decision about, its environment, its marketing mix and its present and potential market.

Philip Kotler defines marketing researches as Marketing Research is the systematic design, collection, analysis and reporting of observations and finding relevant to a specific market situation faced buy the company.

Research Design

The exploratory research design is adopted with special emphasis on to analyze the market of middle segment cars Maruti Zen & Hyundai Santro , it mainly focus the comparison between maruti Zen & Hyundai Santro among the potential customer. The approach is aimed at identifying the awareness among the prospects of both cars customers. As the study explore the possible cues of both cars, all dimensions of cars has been identified. The study has been designed with some variables such as quality, average, re-sale, satisfaction of customers, outlooks, cover less space.

The study tool was to develop and administered to the market segment comprising of customers who posses middle segment car Maruti Zen & Hyundai Santro. 68

Sampling
Stratified Random sampling procedure is followed in this study. In the commonly used method of stratified Random sampling , the researcher attempts to ensure that the sampling selected is a representative of the population by selection sampling units on the basis of certain parameters. Here the major parameter considered is the possession of cars is determined by observing the middle segment cars owned by the respondent.

Sample Size: 100 Sample Area: Delhi & NCR Sample Unit: Customers

Data Collection Method


The data required for study was collected through different sources.

Primary Source: data required was collected for the first time and it is primary in it usage for reporting. The personal interview method has been strictly adopted through out the study. The primary data was collected by the customer survey with the help of structured questionnaire.

Secondary Source: secondary data include that data which is collected for some earlier research work and are applicable in study the researcher undertaken. It include campaign Internet, print media, magazines.

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Profile of sample: The profile of sample includes the aspect like age, gender, occupation and monthly income, awareness of cars. The sample work selected on the basis of possession of middle segment cars owned by them. Mostly respondent comes under the age 20-40.

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ANALYSIS AND INTERPRETATION

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1. What age group are you in? 18-25 36-45 26-35 Above 45

INTERPRETATION
Out of all the respondents mostly respondents are youngsters . Around 75 % to 80 % respondent comes under the age of 20 to 40 years.

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2. What category of income do you fit into? Below Rs.50,000 Rs.50,000-Rs.1,00,000 Rs.1,00,000-Rs.2,50,000

Above Rs.2,50,000.

INTERPRETATION
Most of the respondents are from the middle income segment whose monthly income are 50,000 to 100,000 Rs.

3. Which kind or segment of Car do you have?


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Premium / Performance Segment Utility / Medium Segment Entry / Economy Segment

INTERPRETATION
The percentage of middle segment car users are more as around 50 % of the respondents using the middle segment cars.

4. Which companys Car do you have?


Maruti 74

Hyundai Honda Others

INTERPRETATION
Out of the total market share maruti have the largest market share as most of the respondents are from the middle segment who are using the middle segment cars and Maruti is a very popular name in the middle segment.

5. What is your main purpose of using a Car?


Personal Business Status Leisure 75

INTERPRETATION
Most of the car users using their cars for their personal use and their percentage is near about 40 %

6. What do you think Which is the best car on the basis of performance ? Maruti Suzuki zen Estilo Hyundai santro xing

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INTERPRETATION
On the basis of the performance most of the respondents are in the favour of the Maruti Estilo around 60 % of the respondents like the Maruti Suzuki Estilo .

7. What do you think which is the best car on the basis of the Maintainance ? Maruti Suzuki Estilo Hyundai Santro xing

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INTERPRETATION
On the basis of the Maintenance 55 % of the respondents like the Maruti Estilo and 45 % like the Hyundai Santro.

8. Which company provides better after sale services ? Maruti Suzuki Hyundai

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INTERPRETATION
After sales services of the Maruti is better than the Hyundai and 48 % respondents are in the favor of the Hyundai and 52 % like Maruti .

9. Which cars brand image is better ?


Maruti Suzuki Estilo Hyundai Santro Xing

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INTERPRETATION
Brand image of the Hyundai is better than the Maruti and 51 % of the respondent is in the favor of the Hyundai.

10. Which companys marketing strategies are better ? Maruti Hyundai

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INTERPRETATION
Marketing strategy of the maruti is better and 60 % of the respondents tells that marketing strategy of Maruti is better than the Hyundai.

11. Which cars spare parts are easily available in the market ? Zen Estilo o Both Santro Xing

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INTERPRETATION
70 % of the respondents tells that the spare parts of both the cars are easily available in the market .

Q12- . Which factor would you consider the most while buying a Car? Fuel Efficiency Image & Brand Resale Value Look & Style Maintenance Availability of the product 82

INTERPRETATION
In relation to the factors for the buying of cars most of the respondents like the car with more fuel efficiency than brand image and the look of car are the other important factors.

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FINDINGS

FINDINGS
In my topic Comparison between Maruti Zen Estilo and Hyundai Santro Xing, two cars as Maruti zen and Hyundai santro and I have shown the comparis on between them. After study my customer survey I found some comparison between Maruti zen and Hyundai santro by the customer. These are following:84

1. According my customer survey , I found the maintenance information about the Customer car then Maruti Zens maintenance is better than Hyundai santro. 2. In the case of average Hyundai Santro is better than Maruti Zens. 3. In the case of price , Maruti zen & Hyundai santros price is almost equal. 4. In the case of satisfaction of customers , customers are more satisfy from Maruti zen than Hyundai santro. 5. The customer more like Maruti zen than Hyundai santro 6. In case of Brand Maruti zen has historical image than Hyundai santro xing 7. In case of resale value , Maruti zen has more resale value than santro.

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RECOMANDATION / SUGGESTION

RECOMANDATION & SUGGESTION


On the basis of the study undergone and the analysis done here are some of the recommendation / suggestion for both the companies.

1- To increase sale of Maruti Zen it should give some offers. 2- To maintain Brand it add some extra feature in maruti zen. 86

3- It should be open more service center as compare to Zen. 4- Hyundai Santro should provide better after sale service. 5- Hyundai Santro should give more attention on advertising. 6- Hyundai Santro should add some good freature in his santro. 7- Maruti Suzukis marketing strategies are better than Hyundai but they have to work on it to make it more effective.

CONCLUSION
On the basis of the study undergone on the two middle segment cars Maruti Suzuki Zen Estilo and Hyundai Santro Xing here are the conclusion drawn on the basis of the data collected by the respondents.

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The brand image of the Maruti Suzuki Estilo is better than the Hyundai Santro and Santro is lacking at some parameters like maintenance , performance ,availability of the spare parts and to overcome these problems Hyundai have to design their marketing strategy in a better way so that they can get a better position in the market .The marketing strategies of the Maruti are good but they have to make them more better to make their position more powerful .

BIBLIOGRAPHY

In this project report, while finalizing and for analyzing quality problem in details the following Books, Magazines/Journals and Web Sites have been referred. The all material detailed below provides effective help and a guiding layout while designing this text report. 88

Kotler, Philip and Gary Armstrong (2004), Marketing Management (New Delhi: Prentice Hall of India) Mathur, B. L. (2002), Marketing Management (Jaipur: Arihant Publishing House) Kothari, C. R.(2002), Research Methodology (Delhi: Global Business Press)

Websites: www.maruti-zen.com www.santro.com www.google.com

QUESTIONNAIRE
Please fill out the following survey, answering the questions as accurately as possible. PERSONAL DETAILS:Name: -----------------------------------------------------------------------Occupation: ------------------------------------------------------------Contact No. : -----------------------------------------------------------

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1. What age group are you in? 18-25 36-45 26-35 Above 45 2. What category of income do you fit into? Below Rs.50,000 Rs.1,00,000-Rs.2,50,000 Rs.50,000-Rs.1,00,000 Above Rs.2,50,000. 3. Which kind or segment of Car do you have? Premium / Performance Segment Utility / Medium Segment Entry / Economy Segment 4. Which companys Car do you have? Maruti Hyundai Honda Others 5. What is your main purpose of using a Car? Personal Status Business Leisure

6. What do you think Which is the best car on the basis of performance ? Maruti Suzuki zen Estilo Hyundai santro xing 7. What do you think which is the best car on the basis of the Maintainance ? Maruti Suzuki Estilo Hyundai Santro xing

8. Which company provides better after sale services ? Maruti Suzuki Hyundai

9. Which cars brand image is better ? Maruti Suzuki Estilo Hyundai Santro Xing 10. Which companys marketing strategies are better ? Maruti Hyundai 90

11. Which cars spare parts are easily available in the market ? Zen Estilo o Both Q12- . Which factor would you consider the most while buying a Car? Fuel Efficiency Image & Brand Resale Value Look & Style Maintenance Availability of the product Santro Xing

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