PROJECT REPORT

“STUDY OF MARKETING STRATEGY OF

MARUTI SUZUKI PRIVATE LIMTED”

FOR THE DEGREE OF BACHLOR OF BUSINESS ADMINISTRTION

(2017-18)

KCES’S INSTITUTE OF MANAGEMENT AND RESEARCH

JALGAON

PROJECT GAUIDENCE

PROF Anil Marthi

SUBMITTED BY

Vivek Rule
 ACKNOWLEDGEMENTS

I own my sincere thanks and gratitude to Mr. Anil Marthi who

inspired me by his able guidance and was a constant guiding light
during the course of project study. The support and knowledge
provided by him has been a great
value addition for me and will go a long way in building a promising
career. Last but not least, I am also thankful to all the respondents of
my survey without whom the project would not have been completed
successfully.

(VIVEK RULE)
 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 fulfillment of
Bachelor of Business Management (BS).

I hereby certify that all the Endeavour put in the fulfillment of the
task are genuine and original to the best of my knowledge & I have not
submitted it earlier elsewhere.

Vivek Rule
 This is to certify that Mr. Vivek Rule student of Bachalor of
Business Management (BS) from KCES’s Institute of Management and
Research, Jalgaon has completed her project report on “Marketing
strategy of Maruti Suzuki” in our organization for the period from
1.07.2017 to 28.07.2017.

During the training she was assigned project work on “Marketing

Strategy Analysis”. The said project was completed by her to our
satisfaction. We found her sincere in the assigned tasks related to her
project.

For Maruti Suzuki Private Limited

(General Manager)

Place: Jalgaon

Date: 28.02.2014
 To whomsoever it may concern

This is to certify that Miss. Pooja Sunil Sonar is bonafied student of

this institute. As a part of university’s curriculum, she has undergone
study project in “Marketing Strategy of Maruti Suzuki (Maruti Suzuki
PVT LTD)” during the period from 1.07.2017to 28.07.2017 in the partial
fulfillment of the requirement for the award of “Bachelor of Business
Management (BS).”

Prof. Mr. Anil Marthi Dr. Shilpa Bendale

Project guide & Co ordinator Director

 INDEX
1 Introduction
 Company Mission
 Company vision
 Company Profile
 Objective of company
 Awards
 Key Strategic Initiatives
 International Business
 Competitive Strength
 Business Strategy
 SWOT Analysis
 Product Profile

2 Objectives of the study

3 Limitations of the study
4 Research Methodology
5 Data Interpretation and Analysis
6 Findings
7 Recommendations And Suggestions
8 Conclusion
9 Questionnaire
10 Bibliography
 INTRODUCTION TO THE
COMPANY

Maruti Suzuki India Limited commonly referred to as Maruti and

formerly known as Maruti Udyog Limited, is an automobile
manufacturer in India. It is a subsidiary of Japanese automobile and
motorcycle manufacturer Suzuki. As of November 2012, it had a market
share of 37% of the Indian passenger car market. The company's
headquarters are on Nelson Mandela Road, New Delhi. In February
2012, the company sold its ten millionth vehicles in India.
Maruti's history begins in 1970, when a private limited company
named 'Maruti technical services private limited' (MTSPL) is launched
on November 16, 1970.

Suzuki enters
In 1982, a license and Joint Venture Agreement (JVA) is signed
between Maruti Udyog Ltd. and Suzuki of Japan. At first, Maruti Suzuki
was mainly an importer of cars. In India's closed market, Maruti
received the right to import 40,000 fully built-up Suzuki’s in the first
two years, and even after that the early goal was to use only 33%
indigenous parts. This upset the local manufacturers considerably.
There were also some concerns that the Indian market was too small to
absorb the comparatively large production planned by Maruti Suzuki,
with the government even considering adjusting the petrol tax and
lowering the excise duty in order to boost sales.
The company mission
“To provide maximum value for money to their customers
through continuous improvement of products and services”

The company vision and core

values

“They believe our core values drive us in every endeavor”.

 Customer Obsession
 Fast, Flexible & First Mover
 Innovation & Creativity
 Networking & Partnership
 Openness & Learning
 Company profile
Maruti Suzuki India Limited

Type Public

Traded as BSE: 532500

NSE: MARUTI
BSE SENSEX Constituent

Industry Automotive

Predecessor(s) Maruti Udyog Limited

Founded 1981

Headquarters New Delhi, India

Key people RC Bhargava (Chairman)

Kenichi Ayukawa (CEO & MD)
Products Automobiles
Revenue 369.34 billion(US$5.9 billion)
(2012)
Net income 16.81 billion(US$270 million)
(2012)
Employees 6,903 (2011)
Parent Suzuki
Website www.marutisuzuki.com
 OBJECTIVE OF THE COMPANY

Maruti’s marketing objective is to continually offer the customer new

products and services that:

Reduce the customer’s cost of ownership of their cars;

and anticipate and address the customer’s needs and preferences in all
aspects and stages of car ownership, to provide what they refer to as
the “360 degree customer experience.”

They sell ten models with more than 50 variants in segments A, B,

C, and utility vehicle segment of the Indian passenger car market. Of
these, they manufacture nine models and import the Grand Vitara as a
completely built unit from Suzuki in Japan.

Their models and variants are designed to address

the changing demands of the market and are periodically upgraded in
technology, styling and features.

To take advantage of the brand recognition associated with their

products, they retain the brand name of the product
through various stages of product upgrades over time.
 Product profile

Maruti Suzuki Celerio is an upcoming car to be launched

by Maruti Suzuki in India. It is touted to be India's first car with
automatic gear shift called EZ Drive by Maruti. The gearbox is basically a
manual transmission with a TCU (Transmission Control Unit) that
actuates the hydraulic to shift the gears. Maruti Suzuki launched the
Celerio for Rs 3.90 lakh at the Auto Expo 2014. The top-end ZXi optional
variant costs Rs 4.96 lakh.

The Suzuki Alto is a small car designed by Suzuki. Its selling

points have long included a low price and good fuel economy. The
model, currently in its seventh generation, was first introduced in 1979
and has been built in many countries worldwide. The Alto badge has
often been used on different cars in Japan and in export markets.
 (Launched 2010), Alto 800 competes in the economy class with
the Tata Indica, Hindustan Motors Ambassador and Chevrolet Spark

The Wagon R has been the best-selling in Japan since 2003 and
in 2008; Suzuki expected to produce its three-millionth Wagon R. It has
been a profitable car for Suzuki even in the International market,
mainly since introducing the car in India. Sales of Suzuki Wagon R have
reached 5 million units at the end of February 2010.

(Launched 2009) Ritz Competes with Maruti Swift, Tata Vista,

and Hyundai Grand i10, Honda Brio, Nissan Micra, Renault Pulse and
Toyota Etios Liva
 The Suzuki Swift is a subcompact car produced by Suzuki in Japan
since 2000. Prior to this, the "Swift" nameplate had been applied to
the Suzuki Cultus in numerous export markets.

Launched in 2013, Stingray Competes with Maruti A-star,

Chevrolet Beat and Chevrolet Sail

The Suzuki SX4 is a compact car developed jointly by Japanese

automaker Suzuki and Italian automaker Fiat. In some European
markets the SX4 is sold as the Fiat Sedici and in some Asian markets as
the Maruti Suzuki SX4. It was designed by Giorgetto
Giugiaro's Italdesign Giugiaro studio and has been produced since 2006.
 The Maruti Omni is a micro van manufactured by Suzuki's Indian
subsidiary Maruti Suzuki. The first version of Maruti Omni had a 796 cc
(49 cu in) inline-four engine, same as the Maruti 800 city car. Sold
simply as the Maruti Van, this was the second vehicle to be launched by
Maruti.
 Objective of the study

The major objectives of my study are as follows:

1. Find out the marketing strategies of MARUTI UDYOG Ltd.

2. To check out the Marketing mix strategies of MARUTI.

 Product strategies.
 Place strategies.
 Price strategies.
 Promotion strategies.

3. Find out the key success factor of Maruti Udyog and overall business
strategies of MARUTI UDYOG Ltd
 LIMITATIONS

 Due to time constraint, study was restricted to web

only.
 Data collection method was secondary and web
based only.
 Company don’t want to disclose their core
strategies.
 Secondary data is not sufficient to find out the
overall plan and marketing strategies of any of the
company.
 Research methodology

All marketing researchers can tap 2 sources of data for investigation:

1) Internal sources
2) External sources

Facts and figures are the raw materials with which researcher
works. Internal sources are the company’s own records, registers,
documents, etc. sales records, invoices provide valuable information
regarding sales by products/territories /customers. Research starts with
internal data and it is inexpensive. Preliminary or explorative phase of
research usually taps the internal sources initially. All other sources of
information are external sources of data.

Primary data
There are the following methods of obtaining primary data:

1) Survey technique or approach:

a) Mail (questionnaire) survey or postal inquiry.
b) Personal interview or field survey.
c) Telephone survey.

We may have census or sample survey. Of course, in business we

have invariably sample survey. Government can only adopt census
method.

2) Panel research: consumer panel or dealer panel- for testing and

comments.
3) Observation approach.
4) Experimental research.

1. Survey: in the questioning or survey method, well informed and

desirable persons are questioned by mail or telephone or through
personal interview. A standard set of questions is prepared to
obtain the required information on points not covered by printed
matter or records.
2. Observation: in the observation method, we use the services of
an observer or interpreter of things seen or who examines
carefully what happens under certain conditions. Events are
recorded as they happen-either by a person or even by some
mechanical devices, e.g., test marketing, consumer panel
research, etc

Secondary data
There are numerous sources of secondary data. Each year
quantity of secondary source material expands at a tremendous rate.
We have to use microfilms and other new methods of data storage
for keeping the past information. A tedious and time consuming
library research may give the desired information.
Sources of secondary data:

1) Published surveys of markets;

2) General library research sources;
3) Government publications and reports;
4) All advertising media, particularly newspapers, magazines,
trade journals, etc;
5) Trade association and other technical and professional groups ;
6) Specialized research and foundation organizations;
7) Universities;
8) Specialized market intelligence services such as advertising
agencies, market research firms, stock exchanges, commodity
exchanges, banks;
9) Specialized libraries;
10) Internal sources such as sales and purchase records,
salesman’s reports, sales orders, customer complaints, and
other company records and registers.

Limitations of secondary data:

1. It must be sufficiently current.

2. It must be relevant and valid.
3. It must be accurate and reliable.
4. It must be impartial.
Merits of secondary data:

1. It is much cheaper to use;

2. It is quicker to obtain;
3. It is available on all conceivable subjects, particularly where
primary data may be impossible, e.g., census reports.

What others have learnt, written and put into print

constitutes a vast reservoir of information. Examination of secondary
data is the simplest and easiest procedure of research. The
experienced researcher always consults available secondary data
sources first especially in the earlier process of investigation. Entire
preliminary investigation is usually based on secondary data- its unit
costs are very low.
 KEY STRATEGIC INITIATIVES
BY MARUTI

A) TURN AROUND STRATEGIES MARUTI FOLLOWED

Maruti was the undisputed leader in the auto mobile utility-car
segment sector, controlling about 84% of the market till 1998.
With increasing competition from local players like Telco, Hindustan
Motors, Mahindra &Mahindra and foreign players like Daewoo, PAL,
Toyota, Ford, Mitsubishi, GM, the whole auto industry structure in India
has changed in the last seven years and resulted in the declining profits
and market share for Maruti. At the same time the Indian government
permitted foreign car producers to invest in the automobile sector and
hold majority stakes. In the wake of its diminishing profits and loss of
market share, Maruti initiated strategic responses to cope with India’s
liberalization process and began to redesign itself to face competition
in the Indian market. Consultancy firms such as AT Kearney &
McKinsey, together with an internationally reputed OD consultant, Dr.
Athreya, have been consulted on modes of strategy and organization
development during the redesign process. The redesign process saw
Maruti complete a Rs. 4000 million expansion project which increased
the total production capacity to over 370,000 vehicles per annum.
Maruti executed a plan to launch new models for different segments
of the market. In its redesign plan, Maruti launches a new model every
year; reduce production costs by achieving 85-90%indigenization for
new models, revamp marketing by increasing the dealer network from
150 to 300 and focus on bulk institutional sales, bring down number of
vendors and introduce competitive bidding. Together with there design
plan, there has been a shift in business focus of Maruti. When Maruti
commanded the largest market share, business focus was to “sell what
we produce”. The earlier focus of the whole organization was
"production, production and production" but now the focus has shifted
to "marketing and customer focus

B) CURRENT STRATEGIES FOLLOWED BY MUL

PRICING STRATEGY - CATERING TO ALL SEGMENTS Maruti caters to all
segments and has a product offering at all price points. It has a car
priced at Rs.187000.00 which is the lowest offer on road. Maruti gets
70%business from repeat buyers who earlier had owned a Maruti car.
Their pricing strategy is to provide an option to every customer looking
for up gradation in his car. Their sole motive of having so many product
offering is to be in the consideration set of every passenger car
customer in India. Here is how every price point is covered.
 COMPETITIVE STRENGTHS

MUL believes that they are well positioned to maintain and

enhance their leadership position in the small car segment in India,
while continuing to offer products in most segments of the Indian
market, on account of their competitive strengths, which include the
following:

Expertise in small car technology:

As a subsidiary of Suzuki, they have access to globally

respected technology in the small car segment. They have the
advantage of Suzuki’s expertise in all aspects of small car technology
and design.

Extensive product portfolio:

Their diverse product range includes cars in segments A, B and

C, and utility vehicles. They manufactured five out of the ten models
that were sold in the combined A and B segments in India in fiscal 2002.
They believe that their
dominance in segment A and extensive product range in segment B
enables us to offer the customer a wider choice in the small car
segment than any of their competitors.

Quality products:

In November 2001, they were one of the first automobile

manufacturers in the world to receive the ISO 9001:2000 certification.
Their products for export are manufactured using the same assembly
line as our products for the domestic market.

Extensive sales and service network:

They believe that they have the largest network of dealers

and service centers amongst car manufacturers in India. In addition to
the distribution of their cars, their dealership network is a critical
resource in our efforts to provide customers with a “one-stop shop” for
automobiles and automobile related products and services such as
automobile finance, automobile insurance, Maruti-certified pre-owned
cars available for purchase, and leasing and fleet management, in order
to promote customer loyalty.

Brand strength:

They have been present in the Indian market for almost twenty
years and have built their brand on the basis of the values of trust and
reliability.

Integrated manufacturing facility:

Their manufacturing facility comprises three integrated plants

with flexible assembly lines located at Gurgaon in the northern state of
Haryana. Their facility has advanced engineering capability and each
plant is upgraded on an ongoing basis to improve productivity and
quality.

Strong vendor base and higher rates of localization:

 They work closely with their vendor base for the supply of raw
materials, components and spare parts of their products. A number of
their vendors are their dedicated suppliers in that they account
for a majority of their turnover. Vendors located within a radius of
100 kilometers from their facility supply the majority of their
components.

Capital resources:

They have relatively low interest expense and flexibility to

raise funds, if necessary, for their working capital and capital
expenditure in the future.

BUSINESS STRATEGY
They intend to continue to focus on the small car segment,
while offering products in most segments of the Indian passenger
car market.

They aim to
achieve their principal objectives by pursuing the following business
strategies:

1. Maintain and enhance their product range:

They intend to utilize Suzuki’s expertise in small car technology to

produce new variants of their existing
models and to upgrade their products with contemporary technology
and features.

2. Increase reach and penetration:

They plan to continue to utilize their extensive sales and service networ
k to increase the reach, in terms of geographical
spread, and penetration, in terms of sales volumes, of their products
across India.

3. Increased availability of automobile finance:

They continue to seek opportunities to expand the size of the

Indian passenger car market, especially in the small car segment,
through facilitating easy availability of automobile finance. To that end,
they have recently entered into an agreement with the State Bank of
India.

4. Secure repeat purchases by offering a “360 degree customer

experience”:

On the basis of their belief that securing repeat purchases from an

existing customer requires less expenditure than acquiring a new
customer, they aim to provide customers with a “one-stop shop” for
automobiles and automobile-related products and services.

5. Continue to benchmark their manufacturing capabilities:

They plan to continue to benchmark our manufacturing

capabilities with the most efficient car manufacturing facilities of Suzuki
and its subsidiaries.

6. Continue to reduce costs to offer more competitive products:

Cost competitiveness has been, and continues to be, central to

their strategy as the leading manufacturer in the small car segment
to expand the size of the
market by offering competitively priced, high quality products. The
components of this strategy are:

 Higher levels of localization

 Vendor participation in cost reduction
 Cost reduction on warranties
 Reduction in initial investment cost
 Reduction in number of vehicle platforms
 Achieve further cost reduction through higher productivity

7. Lower cost of ownership:

Through their business strategies, they seek to reduce the

consumer’s cost of ownership of their cars, which comprises the cost of
purchase, the cost of fuel and maintenance, including spare parts and
repairs, during the life of the vehicle, insurance, and resale value.

4Ps analysis:-

 Product
 Price
 Place
 Promotion

Product strategy:-
The decisions involved in it are:

 Which segments to target?

 How many products to offer?
  Which products to offer in which segments?

Price Strategy:-
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, Wagon R, are also the low price car of the company,
Zen & Esteem are the mid price car of the company.
 Grand Vitara is the high price model of the company.

The price of car is decided according to its product variety, quality,

design etc.

Place strategy:-
600 New car sales outlets covering 393 cities .265 “Maruti True
Value” outlets spread across 166 cities.2628 Maruti Authorized Service
Stations, covering 1220 cities. Tie up with Adani group for exporting
200,000 units through Mnudra port Gujarat.

Suggested Place strategy:-

400 new car sales outlets in next three years .S150 new true value
shops in next three years. 1200 new Maruti Authorized Service Stations
in next three years. Tie up with other distributors for Exports.

Promotion Strategy:-

 Advertising

 TV Ads
  Print Ads

 Radio Ads

“Ghar AA Gaya Hindustan”

“India Comes Home in Maruti Suzuki.”

 Information Advertising, alternative Advertising Options

 BTL - Sponsorships

 TV shows - India’s Got talent

 Place Advertising – Bill boards

 Sales Promotions
 Product warranties
 Premiums (gifts)
 Trade shows

2,628 The number of workshops that provide customers with

maintenance support in 1220 cities

SWOT Analysis:-
 STRENGTHS

 Bigger name in the market

  Trust of People
 Maruti Udyog Ltd. is the market leader for more
than a decade.
 Has a great dealership chain in the market.
 Better after sales service
 Low maintenance cost of vehicle

 WEAKNESSES

 Exports are not that good.

 Lesser diesel models in the market compare to others
 Global image is not that big

 OPPORTUNITIES

 Great opportunities to go global with success of Swift and

SX4 all over.
 Introduction of more diesel models. The diesel car segment
is growing.
 Opportunity to grow bigger by entering into bigger car
markets.
 Already a market leader so great opportunity to be the king
of market in every stage of industry

 THREATS

 Foreign companies entering market; so a bigger threat from

MNCs.
 To the market share, as many big names are coming in the
Industry.
 There is hardly any diesel models
 Rs. 1 lakh – Rs. 1.5 lakh car.
Data interpretation and analysis

 Product:-

1. How well does your company customize based on what it knows

about its customers?
 100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
somewhat not customer highly customer
customer centric centric
centric

This graph shows that all the products and services are highly
customer centric and are based on the information they know
about their customers.

2. Which type of product do your customers prefer mostly?

60%

40%

20%

0%
This diagram indicates that customer prefer to buy quality based
products more. While 30% buy products according to the economic
value. Also the other prefers branded products.

 Price:-

1. What were the net sales of maruti Suzuki from 2002 to

2012?

Sales

400,000
300,000
200,000
100,000
0

Sales

It is amply clear from the above pie chart that, Maruti Suzuki gradually
increased its sales and service network. In year 2005-06, the total sales
network were 375 whereas in year 2006-07 the number of sales
network reached to 491. In year 2009-10 the number of Sales network
increased by 121 over 2008-09 and reached to 802. In year 2011-12 the
total number of Sales network was 1100 i.e. a growth of 17.89 percent
over 2010-11.

2. What are the price changes in your automobiles and what

are the new changes?

450000
400000
350000
300000
NEW
250000
OLD
200000
CHANGE
150000
100000
50000
0
ALTO STD OMNI 8 SEATER VERSA DX WAGONR LXI

This graph shows that there has been an increase of 0.22% in the alto
STD prices and Omni 8seater has shown 0.23% of change. In case of
versa and wagonR the price changes are 0.23% and 1.36% respectively.

 Place:-

1. In how many cities have you established your maruti Suzuki units?
 3000

2500

2000
1500 NO. OF UNITS
1000 NO. OF CITIES
500 NO. OF CITIES
0

NEW CAR NO. OF UNITS

OUTLETS MARUTI TRUE
VALUE MARUTI
AUTHORIZED
STATIONS

This diagram depicts that maruti has set up 600 car outlets recently in
almost 363 cities in India. With this it has also established 265 maruti
true value centres in 166 cities. Other than this there are almost 2628
maruti authorized stations in 1220 cities.

2. What method do you follow for marketing of your products?

 60%
50%
40%
30%
20%
10%
0%
DIRECT SALES INDIRECT BOTH
DEALERSHIP
METHOD

Here it’s seen that maruti Suzuki uses the method of direct sales
compared to indirect dealership method. But it may also use both the
methods at times as needed

 Promotion

1. Do you think Advertisement is an effective method of selling your

automobile products?

45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
YES NO CAN'T SAY
 This diagram shows that 45% out of 100% advertisement can help
them to sell their automobile products. But at same time they
think that 18% of advertisement method to promote their
product can’t increase their sales.

2. What type of advertising will be helpful in increasing salability of

your auto products?

35%
30%
25%
20%
15%
10%
5%
0%
PRODUCT COMPANY PERSONALITY CAN'T SAY
SPECIFIC SPECIFIC ORIENTED

If they would use product specific advertising it can help to increase

salability of their product. At the same time some of them think that
company specific ads can increase sales. But 17% of them think an ad
featuring a celebrity can help increase salability

3. Do you think that branding helps in the marketing of your

automobile products?
 40%

30%

20%

10%

0%
YES NO CAN'T SAY

Branding of their product can help them to increase their marketing.

But 27% of them think that there is no use of branding in increasing the
marketing. Hence, there is no particular percentage of people at maruti
who think that branding can help or not

4. Do you think that auto fairs are effective methods of sale

promotion?

60%
50%
40%
30%
20%
10%
0%
YES NO CAN'T SAY
55% think that auto fairs actually help in sales promotion
process but the other 12% of people think that rather than
auto fairs there are other methods which can help to increase
the sales promotion.
 Findings
 Product:-
 The first graph shows that all the products and services are
highly customer centric and are based on the information
they know about their customers.

 The 2nd shows that customers are more likely to get

attracted towards quality based products and some of them
may also prefer products according to their economical
values.
 Price:-
 Maruti Suzuki gradually increased its sales and service
network. The 1st graph shows gradual increase in its sales
which can be taken into positive way.

 The 2nd graph in this column reflects that there would be no

intensive changes in the sales if changes are made to the
product/automobile prices.

 Place:-
 This graph suggests that there might be more 400 new car sales
outlets in next three years and 150 new true value shops in
next three years.
  The first graph shows that maruti Suzuki prefer direct sales
more than indirect dealership method. Because it helps to cut
middle man charges

 Promotion:-
 The 1st graph here depicts that; the advertising method can
actually help them to increase sales. But at the same time
some of them think that there is no need of advertising.

 For maruti Suzuki, the product specific advertisements are

more helpful in increasing salability compared to other
options. The company specific and personality oriented ad’s
are also effective options to choose from

 There are chances that branding can help their automobiles

marketing. But most of them are not sure if it can actually
help them or not.

 Yes, auto fairs are very useful tool for promoting sales of this
automobile company. The 6th graph has shown this in a clear
way.
 RECOMMENDATION AND
SUGGESTION

 Facade/Quality of Dealership should be improve

 Uniform of Sales Executives
 Proper visiting cards should be available to the executives
 Mostly dealers don’t have their specific website
 All Japanese 5’s concept (Seiro, Sieton, Sciso, Seioetse,
Shitsuke)should be put into practice at Dealership
 Maruti should regard as generous discount offers during Festival
Season like Navratra, Dusshera, and Diwali to gear-up their sales
 Maruti should advertise in Sports because sports are increasingly
cutting into the share of mass entertainment channels
 Maruti can start Money Bond Scheme instead of giving Cash
Discount with more value.
 Customers eligible for an income bond, encashable after a 15 year
period
 CONCLUSION
The price of a car is just one-third of what it cost you over its
lifetime. Running and maintaining it make up the other two-thirds.
Take into account resale value and its real cost becomes clear.
Maruti Suzuki stands for value as much as it stands for performance.
In spite of rising input costs, we try our
best to keep prices down. Their running costs and resale values are
unbeatable too. Nothing matches the delight their cars deliver. You
don’t buy a Maruti Suzuki. You invest in it. After the rash of new cars
launches the past two years, the relative lull in the auto industry is
showing up in the customer satisfaction indices

Ownership experience has declined in all areas compared to

2004. The study is one of the largest syndicated automotive studies
in India, representing the responses of more than 7,000 new car
buyers. The comprehensive study covers over 50 models with
customer
evaluations taken in the key areas of sales satisfaction, product quali
ty, vehicle performance and design, after-sales service, brand image,
and cost-of ownership. The ageing of these models seems to be
posing a stiffer challenge for manufacturers to sustain past
performance levels at a time when customer expectations are rising
sharply
 QUESTIONNAIRE

 Product

1. How well does your company customize based on what it knows

about its customers?
 Somewhat customer centric 0%
 Not customer centric 0%
 Highly customer centric 100%

2. Which type of product do your customers prefer mostly?

 55 percent Quality based
 30 percent Economical/ Cheap
 06 percent Branded
 09 percent Do not know /Cannot say

 Price

1. What were the net sales of maruti Suzuki from 2002 to 2012?
 2004-05 109,108
 2005-06 120034
 2006-07 145922
 2007-08 178608
  2008-09 203583
 2009-10 289585
 2010-11 361282
 2011-12 347059

2. What are the price changes in your automobiles and what are the
new changes?
 Alto std 0.22%
 Omni 8seater 0.23%
 Versa dx 0.23%
 WagonR 1.36%

 Place

1. In how many cities have you established your maruti Suzuki units?
 600 new car outlets 363 cities
 265 maruti true value 166 cities
 2628 authorized stations 1220 cities
2. What method do you follow for marketing of your products?
 Only Direct sales Method 28 percent
 Only Indirect Dealership Method 18 percent
 Both 54 percent

 Promotion
1. Do you think Advertisement is an effective method of selling your
automobile products?
 Yes 45 percent
 No 18 percent
 Do not know/ Cannot say 27 percent

2. What type of advertising will be helpful in increasing salability of

your auto products?
 Product Specific 34 percent
 Company Specific 22 percent
 Personality oriented 17 percent
 Do not know / Cannot say 27 percent

BIBLIOGRAPHY

 BOOKS
Strategic Management and Business Policy by

 Thomas L. Wheelen
 J. David Hunger
 Krish Rangarajan
 NEWS PAPERS
 THE ECONOMIC TIMES
 THE TIMES OF INDIA

 MAGAZINES
 BUSINESS INDIA
 INDIA TODAY

 INTERNET WEBSITES
 www.scribd.com
 www.google.com
 www.marutisuzuki.com