LAHOTI MOTORS PVT.LTD.

Executive Summary
The project work has been carried out on “Impact of an Advertisement on sales of Maruti
Suzuki cars” The study is undergone at Lahoti Motors Pvt. Ltd. Humnabad Road, Near
KMF Milk Dairy, Kalaburagi, Karnataka. It offers Maruti Suzuki cars to the customers. It
is authorized dealer of Maruti Suzuki cars in Gulbarga. Ultimate objective of every
organization is to generate sales which will bring revenues to the company, and to
generate sales advertisement is one of the means. The project report is on Impact of
Advertisement done by Lahoti Motors Pvt. Ltd to Increase Sales.

The main objective of the study is to know the impact of advertisements on its
sales and customers, to know the awareness level of the advertisement done by Lahoti
Motors in Gulbarga city and to advice appropriate advertising methods and means to
Lahoti Motors for its target market segment. The structured questionnaire was prepared
and personal interview was conducted from selected respondents to get the feedback. The
secondary data is collected from company web site and project reports. By analyzing and
interpreting the data it is been found that Most of the people own or would like to buy
because of Brand name and Advertisement of car. Most of the respondents agreed that
advertisement influences in purchase decision. So Lahoti motors must go for various
types’ of advertisement in different media. This project report at the end gives some
suggestion, if adopted can lead to much higher development in sales and satisfaction level
of customer.

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CHAPTER.1
INTRODUCTION

OVERVIEW OF AUTOMOBILE SECTOR IN INDIA

Starting its journey from the day when the first car rolled on the streets of Mumbai in
1898, the Indian automobile industry has demonstrated a phenomenal growth to this day.
Today, the Indian automobile industry presents a galaxy of varieties and models meeting
all possible expectations and globally established industry standards. Some of the leading
names echoing in the Indian automobile industry include Maruti Suzuki, Tata Motors,
Mahindra and Mahindra, Hyundai Motors, Hero Honda and Hindustan Motors in addition
to a number of others.

During the early stages of its development, Indian automobile industry heavily
depended on foreign technologies. However, over the years, the manufacturers in India
have started using their own technology evolved in the native soil. The thriving market
place in the country has attracted a number of automobile manufacturers including some
of the reputed global leaders to set their foot in the soil looking forward to enhance their
profile and prospects to new heights. Following a temporary setback on account of the
global economic recession, the Indian automobile market has once again picked up a
remarkable momentum witnessing a buoyant sale for the first time in its history in the
month of September 2009.

The automobile sector of India is the seventh largest in the world. In a year, the
country manufactures about 2.6 million cars making up an identifiable chunk in the
annual production of about 73 million cars in a year. The country is the largest
manufacturer of motorcycles and the fifth largest producer of commercial vehicles.
Industry experts have visualized an unbelievably huge increase in these figures over the
immediate future. The figures published by the Asia Economic Institute indicate that the
Indian automobile sector is set to emerge as the global leader by 2012. In the year 2009,
India rose to be the fourth largest exporter of automobiles following Japan, South Korea

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and Thailand. Experts state that in the year 2050, India will top the car volumes of all the
nations of the world with about 611 million cars running on its roads.

Recently, the automotive giants of India including General Motors (GM),

Volkswagen, Honda, and Hyundai, have declared significant expansion plans. On
account of its huge market potential, a very low base of car ownership in the country
estimated at about 25 per 1,000 people, and a rapidly surging economy, the nation is
firmly set on its way to become an outsourcing platform for a number of global auto
companies. Some of the upcoming cars in the India soil comprise Maruti A-Star (Suzuki),
Maruti Splash (Suzuki), VW Up and VW Polo (Volkswagen), Bajaj small car (Bajaj
Auto), Jazz (Honda) and Cobalt, Aveo (GM) in addition to several others.

HISTORY OF THE AUTOMOBILE INDUSTRY IN INDIA

The economic liberalization that dawned in India in the year 1991 has
succeeded in bringing about a sustained growth in the automotive production sector
triggered by enhanced competitiveness and relaxed restrictions prevailing in the Indian
soil. A number of Indian automobile manufacturers including Tata Motors, Maruti
Suzuki and Mahindra and Mahindra, have dramatically expanded both their domestic and
international operations. The active economic growth has paved a solid road to the further
expansion of its domestic automobile market. This segment has in fact invited a huge
amount of India-specific investment by a number of multinational automobile
manufacturers. As a significant milestone in its progress, the monthly sales of passenger
cars in India exceeded 100,000 units in February 2009. The beginnings of automotive
industry in India can be traced during 1940s. After the nation became independent in the
year 1947, the Indian Government and the private sector launched their efforts to
establish an automotive component manufacturing industry to meet the needs of the
automobile industry. The growth of this segment was however not so encouraging in the
initial stage and through the 1950s and 1960s on account of nationalization combined
with the license raj that was hampering the private sector in the country. However, the
period that followed 1970s, witnessed a sizeable growth contributed by tractors, scooters
and commercial vehicles. Even till those days, cars were something of a sort of a major

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luxury. Eventually, the country saw the entry of Japanese manufacturers establishing
Maruti Udyog. During the period that followed, several foreign based companies started
joint ventures with Indian companies.

CHAPTER.2

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INDUSTRY PROFILE

A.MARUTI UDYOG LIMITED

ORGANIZATION OVERVIEW:

Maruti Udyog Limited (MUL) was established in Feb 1981 through an Act of Parliament,
to meet the growing demand of a personal mode of transport caused by the lack of an
efficient public transport system.

Suzuki Motor Company was chosen from seven prospective partners worldwide.
This was not only due to their undisputed leadership in small cars but also to their
commitment to actively bring to MUL contemporary technology and Japanese
management practices (which had catapulted Japan over USA to the status of the top
auto manufacturing country in the world). A license and a Joint Venture agreement were
signed between Govt. of India and Suzuki Motor Company (now Suzuki Motor
Corporation of Japan) in Oct 1982.

The objectives of MUL then were:

1. Modernization of the Indian Automobile Industry.
2. Production of fuel-efficient vehicles to conserve scarce resources.
3. Production of large number of motor vehicles which was necessary for economic
growth.

ORGANIZATION VISION:

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

OUR CORE VALUES:

1. Customer Obsession
2. Fast, Flexible and First Mover

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3. Innovation and Creativity
4. Networking and Partnership
5. Openness and Learning

TECHNOLOGICAL ADVANTAGE:
We have introduced the superior 16 * 4 Hypertech engines across the entire Maruti
Suzuki range. This new technology harnesses the power of a brainy 16-bit computer to a
fuel efficient 4-valve engine to create optimum engine delivery. This means every Maruti
Suzuki owner gets the ideal combination of power and performance from his car.

Our other innovation has been the introduction of Electronic Power Steering
(EPS) in select models. This results in better and greater Manoeuvrability. In other words,
our cars have become more pleasurable to drive.

PRDUCTION/ R & D:

Spread over a sprawling 297 acres with 3 fully-integrated production facilities, the Maruti
Udyog Plant has already rolled out over 4.3 million vehicles. In fact, on an average, two
vehicles roll out of the factory every minute. And it takes on an average, just 14 hours to
make a car. More importantly, with an incredible range of 11 models available in 50
variants, there's a Maruti Suzuki made here to fit every car-buyer's budget and dream.

Production Milestones:

1st vehicle produced, December 1983

1, 00,000 vehicles produced by August, 1986

5, 00,000 vehicles produced by June, 1990

10, 00,000 vehicles produced by March, 1994

15, 00,000 vehicles produced by April, 1996

20, 00,000 vehicles produced by October, 1997

25, 00,000 vehicles produced by March, 1999

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30, 00,000 vehicles produced by June, 2000

35, 00,000 vehicles produced by December 2001

40, 00,000 vehicles produced by April, 2003

45, 00,000 vehicles produced by April, 2004

50, 00,000 vehicles produced by April, 2005

60, 00,000 vehicles produced by December, 2006

10 million vehicles produced by March.2011

15 million vehicles produced by May.2015

20 million vehicles produced by Jun.2018

MILESTONES:

1981

Maruti Udyog Ltd was incorporated under the provisions of the Indian Companies A

MSM launched as model workshop in India; achieves highest CSI rating.

1982

License and JV agreement signed between Maruti Udyog Ltd. and SMC of Japan

1983

Maruti 800, a 796 cc hatchback, India's first affordable car.

1984

Omni, a 796cc MUV, Installed capacity reached 40,000 units

1985

Launch of Maruti Gypsy (970cc, 4 WD off -road vehicle)

1986

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Maruti 800 (New Model-796cc, hatchback Car)

Maruti 800 (New Model-796cc, hatchback Car)

1987

Exported first lot of 500 cars to Hungary

1988

Installed capacity increased to 100,000 units

1990

Maruti 1000(970cc, 3 box), India's first contemporary sedan

1991

Reaches cumulative indigenization of 65 percent for all vehicles

produced

1992

SMC increases its stake

1993

Zen (993cc, hatchback Car), which was later exported in Europe and Elsewhere as
the Alto

1994

Esteem1.3L (1298cc, 3 box car) LX Produced the

1 millionth vehicles since the commencement of
production

1995

Esteem 1.3L (1298 cc, 3 box car)VX

With the launch of second plant, installed capacity reached 200,000 units

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1996

Gypsy (E) (970cc, 4WD 8 seater)

Omni (E) (796cc, MUV, 8 seater)

Gypsy King (1298cc, 4WD, off road vehicle)

Zen Automatic (993cc, hatchback car)

Esteem 1.3L (1298 cc, 3 box Car) AX

Launch of 24-hour emergency on-road vehicle service

1997

1998 Esteem (1299cc, 3 box car) LX, VX and AX

New Maruti 800 (796cc, hatchback Car) Standard and Deluxe

Produced the 2 millionth vehicle since the commencement of production

1998

Maruti launches website as part of CRM initiatives

Zen D (1527 cc diesel, hatchback car)

Zen VX & Zen VX Automatic, New (Omni &

Omni E) (796cc, MUV)

1999

Maruti 800 EX (796cc, hatchback car)

Zen LX (993cc, hatchback car)

Zen VXi (993cc, hatchback car with power steering)

Omni XL (796cc, MUV, high roof)

Baleno (1600cc, 3 Box Cars)

Wagon R

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Launch of Maruti - Suzuki innovative traffic beat in Delhi and Chennai as social
initiatives

2000

First Car Company in India to launch a Call Centre*

New Alto

Altura, a luxury estate car

IDTR (Institute of Driving Training and Research) launched jointly with the Delhi
government to promote safe driving habits

2001

Zen Lxi

Maruti True Value launched in Bangalore and Delhi

Maruti Versa, India's first luxury MPV

Alto Spin LXi, with electronic power steering

Alto VXi

Customer information centres launched in Hyderabad, Bangalore and Chennai

Launch of versa

2002

Wagon Pride

Esteem Diesel. All other variants upgraded Maruti Insurance. Two new subsidiaries
started: Maruti Insurance Distributor Services and Maruti Insurance Brokers
Limited Alto Spin LXi, with electronic power steering Special edition of Maruti
800, India's first colour-coordinated car Maruti True value in Mumbai
Maruti Finance in Mumbai with 10 finance companies Suzuki Motor Corporation
(SMC) increases its stake in Maruti to 54.2 Percent

2003

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New Suzuki Grand Vitara XL-7
Redesigned and all-new Zen
New upgraded wagoner
Enters into partnership with State Bank of India
Production of 4 millionth vehicles. Listed on BSE and NSE after a public issue
oversubscribed 10 times

2004

New (non AlC) variant of Alto

Alto becomes India's new bestselling car

LPG variant of 'Omni Cargo'

Versa 5-seater, a new variant

Baleno LXI, a new variant

Maruti closed the financial year 2003-04 with an annual sale of 472122

units, the highest ever since the company began operations 20 years ago

2005

The fiftieth lakh car rolls out in April, 2005

Growth in overall sales by 15.8%

2006

Maruti Suzuki launches Zen Estela on Dec

2006

The car of the Year Maruti SWIFT.in 2006

2007

Sold 764842 vehicles

Sales up 13.3 percentage

2008

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Maruti Suzuki launches A-star in November
2008

Maruti Suzuki launches SX4 and Grand

Vitara

2009

Maruti launch Suzuki Splash as Maruti

Suzuki Ritz in may 2009

Maruti Suzuki Won the National Safety

Award for year 2009

2010

BS Motoring Car of the year Maruti Suzuki

Ritz

2011

Maruti Suzuki Swift small car is launched

Maruti Suzuki wins ET awards as a

Company of the year

2012

Manufacturer of the year Award

Maruti Suzuki Ertiga wins Family Car of

the year

Maruti Suzuki Swift Indian car of the year

2013

Swift Desire and Ertiga gets good design

award

The A-Star Sedan launched

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2014

Maruti Swift Facelift

2015

Launches Maruti Suzuki S-Cross in august

Zig Wheels Readers Award for Maruti

Suzuki Baleno

2016

CNB Auto Expo Award

Maruti Suzuki Ignis

Maruti Suzuki Celerio X

Vetara Brezza Petrol

2017

Maruti Suzuki Vitara Brezza car of the year

2017

2018

Maruti Ciaz. Wagon R 2018

SOCIAL WELFARE:

Welfare Camps
Every year we organize blood donation camps along with Red Cross, in which
Employees donate blood. Eye check-up camps, family planning related camps and
other health camps are also organized periodically.

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Medical support & welfare

The employees of Maruti have always donated generously to people affected by natural
calamities. They contributed Rs. 2 million to rehabilitate earthquake victims in Latur.
We also run a creche for the children of construction workers, which provide food
shelter and education for 85 children. Maruti Suzuki Employees pledge Rs 3.5 crore for
kerala flood relief.

Education to underprivileged

DPS Maruti Shiksha Kendra, an education programme for the underprivileged, was
inaugurated at DPS, Maruti Kunj . The objective of his project is to educate the children
of below poverty line (BPL) families from the nearby villages of Gurgaon district. 120
students in the age group of 5-8 years have already enrolled. DPS Maruti Kunj is
providing books, writing material and uniforms, refreshment and transport facilities to
these children.

The Maruti Suzuki first time presented its engine and powertrain for educational
institutions valued at Rs 1.5 crore in order to tap the skills of automobile engineering
students.The automaker has donated over 40 units 0f 800 cc egines and powertrain to
students in Chennai.

Education Programme for mothers

'Chetana', an education programme for mothers - is another Endeavour to provide basic

education to mothers of the students of DPS Maruti Kunj and surrounding villages.
Majority of students at the school is first generation

learners. Therefore, the concept of starting a movement of learning 'Chetna' for mothers
has been promoted. The response has been encouraging and about 130 mothers are
attending it regularly.

Driving Schools
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LAHOTI MOTORS PVT.LTD.
Maruti Suzuki started World class driving schools by Jul 30,2018 it started its 450 th
Driving School from last 5 year over 5.3 lakh people have received training from Maruti
Driving school out of which 1.75 lakh people were trained in 2017-18 alone.46
percentage are women drivers. Network expanding to 212 cities across the country.

ENVIRONMENT CONCERN:

Our environment Policy:

 Prevent pollution.
 Promote energy reduction and use of alternative energy.
 Manage/ reduce those materials that put stress on environment.
 Promote the three R's (Reduce, Reuse, and Recycle).
 Promote "Green" procurement.
 Provide our employees with environmental education to increase their awareness.
 Since the commencement of operations in 1981 we've been committed to the
protection of the environment and conservation of non-renewable .energy
sources. Our proactive approach depends not only upon meeting the expectations
of the regulatory authorities but achieving the high standards that we've set as a
responsible corporate citizen. This philosophy of trying to make a difference to
the environment penetrates through our employees to the process of manufacture
and finally into our products.

Pollution Control Camps

Our elaborate system of Free Pollution Check-Up Camps which run at regular intervals,
is designed at making the cars already on the road operate more efficiently. It also
inculcates awareness for environmental protection among the many car users of India.

MPFI
We have introduced Euro II compliant MPFI engines in all our models. Along with Our
vendors, we've made investments of over Rs. 60 million for introducing MPFI
Technology compliant cars.

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CNG

Maruti is a strong advocate of CNG, a more eco-friendly fuel alternative to diesel and
petrol. In our endeavor to provide a cleaner and greener option to the customer, we are in
the process of equipping an extensive dealer network to assist Maruti owners in fitting
CNG kits.

Rain Water Harvesting

To recharge the aquifer, measures were taken to harvest the rain water through soak pits,
recharging shafts and water lagoons. These measures are capable of charging nearly 50%
of the average annual rainfall at Maruti, into the Earth.

MARUTI CULTURE:

Our employees are our greatest strength and asset. It is this underlying philosophy that
has molded our workforce into a team with common goals and objectives. Our
Employees.

Management relationship is therefore characterized by:

 Participative Management.
 Teamwork & Kaizen.
 Communication and information sharing.
 Open office culture for easy accessibility
To implement this philosophy, we have taken several measures like a flat organizational
structure. There are only three levels of responsibilities ranging from the Board Of
Directors, Division Heads to Department Heads. Other visible features of this philosophy
are an open office, common uniforms (at all levels), and a common canteen for all.This
structure ensures better communication and speedy decision-making processes. It also

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creates an environment that builds trust, transparency and a sense of belonging amongst
employees.

SWOT ANALYSIS
Strengths:
1Maruti Suzuki is the largest passenger car company in India,accounting for around 5o%
marketShare.
2.As per 2018 more than 40000 employees Maruti Udyog Limited
3.Largest distribution network of dealers and after sales service centres
4.Car maker sold a total of 144981 units domestic and exports
5.Having different revenue streams like Maruti Finance ,Maruti Insurance and Maruti
driving Schools.
Weakness:

1 .Inability to penetrate in to the international market

2 .Employee management, strikes ,workers wage problems.

Opportunities:

1.Developing hybrid cars and fuel efficient cars for the future can be an opportunity for
Maruti Suzuki.

2.Maruti can target tapping emerging markets across the world and building a global
brand.

Threats:

1.Government policies for the automobile sector across the world

2. Intense competition from global automobile brands and cheaper brands can hurt
Maruti Suzuki’s business. Fuel rate increase.

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COMPANY PROFILE

A.LAHOTI MOTORS PVT.LTD.

INTRODUCTION:

“LAHOTI MOTORS PRIVATE LIMITED” is an authorized dealer for Maruti

Udyog Ltd, for Marketing, Sales, Maruti Genuine Spares, Maruti Genuine Accessories,
Service and Repairs of Maruti range of vehicles.

HISTORY:

Lahoti Motors Pvt.Ltd. commenced operations from Feb,2,2010 in Gulbarga and

is one of the good authorized dealers for Maruti Udyog Ltd. Today they have turnover of
10 crores, hence making them one of the Maruti dealer in India.

Lahoti Motors have the excellent network of sales and services center in Gulbarga and
they are leading Maruti dealers in Hyderabad Karnataka. At Gulbarga Lahoti showroom
is located near to Humnabad road, Near K.M.F. The workshop done sales operations,
free service, paid service and Running repairs. The stockyards situated at attach to
showroom carries the pre-delivery inspection of all the vehicles and gets them ready for
the sales. It has paved surface stocking area of about 100 to 150 Maruti vehicle.

 The documentation structure of Lahoti Motors can be represented in the

following manner.

1. QULITY MANUAL

2. QULITY SYSTEM PROCEDURES

3. WORK INSTRUCTIONS AND CHECKLIST

4. FORMS AND RECORDS

5. REFERENCE STANDARDS AND EXTERNAL MANUAL

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The quality manual describes the ISO 9001: 2010 standards adapted at Lahoti
Motors.

 The quality management system procedure manual SM/GLB/PM/O 1 contents

the detail of how the processes in the organization are being conducted, control
and recorded and meet the customer demands
 The work instructions and checklist contains how the specified activities are to
be carried out.
 The forms and records support the activities carried out and controlled.
 All the external manuals and standards are controlled.

Management Commitment:

The management of Lahoti is committed to quality management system through

leadership and actions. The management shall provides the basic infrastructure and
continually upgrade the work environment.

The management is also committed to:

 The quality policy and quality objective of organization.

 Ensures that the policy is understood, implemented and maintained at all the
levels of the organization
 Ensure focus on the customer requirement throughout the organization.
 Ensure availability of necessary resources.
 Review the established quality management system periodically through
theManagement reviews.
Customer Focus at Sales:

 The Field executives visit the customers and explain the features of the vehicle to
them.
 Demonstration and test drives shall be given whenever required.
 The Performa invoice/price list terms and conditions will be given.

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 The order booking forms duly collected from the customer and clarity with regard
to the terms and conditions are explained and the copeid handed over to customer
along with the receipt or payment made.
 Any amendment required by the customer, it should be recorded on the order
booking forms
 The delivery is insured as per the checklist duly explaining all the features
mentioned in the checklist.

Customer Focus at Service:

a) The customer can book the vehicle for the servicing/repairs either through the phone or
personally the front office.

b) The detail shall be entered in 'booking register' by the phone operator.

c) The list of the vehicles shall be given to front office very morning to accept the
vehicles for servicing for that date.

d) The customer can bring their vehicle for servicing without booking. However such
vehicle shall be accepted only after ensuring that there is enough capacity for the
booked vehicles.

e) On the bases of kilo meters run by the vehicle and customer requirement, the customer
shall explained about the type of the servicing/repairs and spare parts required and to
ensure that the service station has the required capacity to accept the vehicle.

f) Before accepting the vehicle, a mutually acceptable delivery time and date is fixed
with the customer.

g) The customer's consent shall be taken on the estimated cost of the repair/service of the
vehicle.

h) All the details of the work required along with the date and time of the delivery and
the established cost shall be recorded in the job order card before commencement of the
work.

Quality Policy:
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The management of Lahoti Motors shall always remain committed to its objectives for
quality for with the main thrust on meeting the customer expectation and requirements.

"We at Lahoti pledged to make quality a way of life through commitment to

continual improvement customer satisfaction and adhering to quality management
System"

The management ensures that the policy is understood implemented and maintained at all
levels of the organization and continual improvement in customer satisfaction.

At present our quality objectives are

 We ensure that customer complaints do not exceed 8 per 10,000 vehicles.

 We ensure that repeat job do not exceed 2 %
 We ensure CSI of90% with minimum of 15% feedback cards.
 We ensure SSI of80% at sales with minimum of20% feedback cards.
 We ensure to conduct 3 free emission/service check camps per quarter.
 We ensure to launch I incentive scheme per month.
 We ensure to conduct 4 internal audits and 4 MRM's per financial year of quality
management system.

QUALITY MANAGEMENT SYSTEM PLANNING

The quality plan at Lahoti Motors comprises the identification of the

following.

 The various models of vehicles from Maruti Udyog Ltd sold and service at
Lahoti Motors.
 The various types of services done at Lahoti Motors.
 The external manual acquired from Maruti Udyog Ltd to sell and service the
vehicles.

The various models of vehicles from Maruti Udyog Ltd. Sold and serviced at
Lahoti Motors.

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Name Maruti Dzire
Price Rate Up to 5.56-6.43Lakhs
Available Colour’s Black, Red, Silver, Grey, Golden & Blue.

Name Maruti SX4

Price Rate Up to 07.15 lakhs
Available Colour’s Black Pearl, Silver Metallic, Snow white.

Name Maruti Suzuki Swift

Price Rate Up to 4.99 Lakhs
Colours Solid fire red, Metallic silky silver
Available Colour’s Black, Red, Silver, Grey, Golden & Blue

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Name Maruti A-Star

Price Rate Up to 4.02 – 4.44 Lakhs
Available Color’s Black, Red, Silver, Grey, Brown & Blue

Name Maruti Eeco

Price Rate Up to 3.29 – 4.59 lakhss
Available Colour’s Silver, Blue, Red & Black.

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Name Maruti Wagon R

Price Rate Up to 4.15 Lakhs
Available Colour’s Silver, Blue, Red, Chocolate, Grey & Black.

Name Maruti Gypsy

Price Rate Up to 5.40 – 6.50 Lakhs
Available Color’s Silver, Blue, Red, & white.

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Name Maruti Omni

Price Rate Up to 2.50 – 3.02 Lakhs
Available Colour’s Silver, Blue, Red, Grey & Black.

Name Maruti estilo

Price Rate Up to 03.53 – 4.44 Lakhs
Available Colour’s Red, Sunlight Copper, Black, Sliver,
White, Beige, & Dusky Brown.

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Name Maruti AltoK10

Price Rate Up to 03. – 04.Lakhs
Available Color’s Red, Sunlight Copper, Black, Sliver,
White, & Beige.

Name Maruti Alto

Price Rate Up to 2.50 – 3.60 Lakhs
Available Color’s Red, Black, Sliver, White, Silver & Beige.

Name Maruti 800

Price 2.51 Lakhs to 3.78 Lakhs
Colours Blue,White,Silver

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Name Maruti Suzuki celerio

Price Celerio X At : 4.74 Lakhs
Available Colour’s Arctic White, Glistening Grey,
Caffeine Brown, Torque Blue

Name Maruti Suzuki Ertiga

Price 8.55 Lakhs to 9.03 Lakshs
Colours Silkysilver,SereneBlue,Superiorwhite

The various types of servicing done at Lahoti Motors.

 Services-Free service and paid service.

 Running repair.

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 Quick service repair.
 Break down service.

The external manuals acquired from Maruti Udyog Ltd. To sell and service the
vehicles.

 Sales policy bulletin

 Marketing circulars
 Service manuals
 Service circulars
 Service bulletin
 Warranty bulletin
 Spares parts
 Spares parts price list
 Spare parts procedure manuals
 Spare parts circulars
 Maruti service quality standards
 Customer care manual
 Service marketing manual.

Competence Awareness and Training:

a) Recruitment is done as per MUL norms of education and experience.

b) There exists well-defined system to identify and provide training to all the
personnel procedure no. SM/GBL/PR/12.

c) Induction training and on job training shall be provided

d)All concerned shall be trained sales/service/spares/bulletins/circulars from MUL.

e) As per the MUL scheduled training Executives/Mechanics/Manager will bed,

reputed for training.

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LAHOTI MOTORS PVT.LTD.
f) Training records shall maintain.

Identification and Traceability:

Identification:

1. New vehicle, which has completed pre-delivery inspection, shall be identified as

PDI- OK on the windshield, MUL Invoice and job order card, PDI and stockyard
register.
2. Identification of vehicles at the service workshop shall be through vehicle model
Registration number and unique job order Nos.
3. Inspection and test status of service/repair of vehicles shall be identified through
the job order card.
4. Completed job order card and the stamp of the final inspector shall identify Final
OK vehicles.

Traceability:

1. Traceability shall be established though vehicle registration No. Job order number
and the date of job order.

2. Traceability of new vehicle at stockyard is established through chassis and engine No,
key no, and parking slot No.

Monitoring and Measurement:

Customer Satisfaction:

1. Feedback received from the customer on their perception and service experience
customer satisfaction measure (percentage) is generated using software supplied by
Maruti Udyog Ltd.

2. Results of customer satisfaction measure are discussed in the management review

meetings and counter measure for the continual improvement is initiated.

Internal Audit:

There is a well-defined procedure No.: SM/GLB/04 to conduct internal audit and

examine the implementation of Quality Management System.
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LAHOTI MOTORS PVT.LTD.
Monitoring and Measurement of Processes:

1. Pre-sales process is monitored and measured by the number of enquires and the
closure of sales.

2. Sales process is monitored customer personal docket checklist, commitment and

delivery, SSI%

3. In service, repeat jobs, customer complaints, feedback card %, CSI%, and PSF%, final
Inspection is monitored.

4. Statistical graphs are used to indicate the measures.

Improvement

Continual Improvement

Lahoti Motors, Gulbarga shall continually improve the effectiveness of the Quality
management System through commitment to Quality policy, Quality objectives as well
as use of audit results, management review meeting decisions, analysis of data,
corrective and preventive actions.

Corrective Action:

There is a documented system procedure No. SM/GLB/PR/05 to implement corrective

action on all the non-conformities arising from:

 Customer complaints
 Repeat Jobs
 System Non Compliances
 Post Service Follow Ups
 Post Sales Follow ups
 CSI negative feedback
 SSI negative feedback
 Road test
 Final inspection
 Internal and External Audit findings.

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LAHOTI MOTORS PVT.LTD.
ORGANIZATION STRUCTURE OF LAHOTI MOTORS PVT. LTD.

CEO

Management
representative
GM (Operation)

G.M. G.M.
(Sales) (Works)

Asst. Sr. Exe Dy. Mgr Dy. Mgr Sr. Exe

Mgr (pre-Del) (System) (Sales) (MgrAdm
n)
(Mktg)

Field Pre-del & Sr. Exe Sales Dy. Mgr Dy. Mgr
Executiv Delivery (System) Executiv (Sales) (Sales)
es Executive e

KOUSALI INSTITUTE MANAGEMENT STUDIES DHARWAD Page 31

Stockyard Asst.
Asst Supervis
or
 Washing Mechani System
c Operato
r
LAHOTI MOTORS PVT.LTD.

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LAHOTI MOTORS PVT.LTD.

CHAPTER 2B.

THEORETICAL BACKGROUND

It gives me an immense pleasure to present you this entire project. The topic is
“IMPACT OFADVERTISEMENT ON SALES OF MARUTI SUZUKI CARS.”The
study is undergone at Lahoti motors Pvt. Ltd.

The project report focuses on advertisement done to increase sales, to what extent it helps
in increasing sales, and its impact on customers and sales; and the types of advertisement
done by Lahoti motors.

INTRODUCTION

ADVERTISEMENT:

A sponsored informational public notice appearing in any of the print communications

media that is designed to appeal to a mass audience in order to persuade, inform,
promote, motivate, or otherwise modify behavior toward a favorable pattern of
purchasing , supporting, or approving a particular product, service, idea, or organization.
When the advertiser’s message appears in the broadcast media, it is called a commercial.

The first advertisement on record in an American newspaper appeared in the Boston

News Letter on May 8, 1704. It described an estate for sale in Oyster.

1. The activity of attracting public attention to a product or business, as by paid

announcements in the print, broadcast, or electronic media.
2. The business of designing and writing advertisements.

ADVERTISING:

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LAHOTI MOTORS PVT.LTD.
Paid form of a non personal message communicated through the various media by
industry, business firms, non-profit organizations, or individuals. Advertising is
persuasive and informational and is designed to influence the purchasing behaviour
and/or thought patterns of the audience. Advertising is a marketing tool and may be used
in combination with other marketing tools, such as sales promotions, personal selling
tactics, or publicity.

What Makes an Ad Effective?

Effective ads work on two levels. First, they should satisfy consumer’s objectives by
engaging them and delivering a relevant message. And, as we said, the ads must achieve
the advertiser’s objectives.

Initially, a consumer may be interested in watching an ad for its entertainment

value or to satisfy her curiosity. If the ad is sufficiently entertaining, she may remember
it. However, she may then learn that the ad relates to a personal need and provides
relevant information about how to satisfy that need. The ad may also offer enough
incentives for the consumer to risk change because it shows her how to satisfy her needs
in a manageable way. Further, ads may reinforce her product decisions and remind her of
how her needs have been satisfied.

The advertiser’s objectives differ from the consumer’s. Ultimately, advertisers want
consumers to buy and keep buying their goods and services. To move consumers to
action, they must gain their attention.

Three broad dimensions characterize effective advertising:

1. Strategy
2. Creativity
3. Execution.

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LAHOTI MOTORS PVT.LTD.

Strategy: Every effective ad implements a sound strategy. The advertiser develops the ad
to meet specific objectives, carefully directs it to a certain audience, creates its message
to speak to that audience’s most important concerns, and runs it in media (Print,
broadcast, or the internet, for instance) that will reach its audience most effectively.

Creativity: The creative concept is the ad’s central idea that Grabs your attention and
Sticks in your memory. Creativity drives the entire advertising field .Planning strategy
calls for imaginative problem solving, Conducting research and Buying and placing ads.

Execution: Finally, Effective ads are well executed. That means that the details, the
photography, setting, printing and the production values all have been fine-tuned. Many
of these techniques are standard in the industry.

Good advertisers know that how you say something is just as important as what
you say. What you say comes from strategy, whereas how you say it is a product of
creativity and execution. Strategy, creativity, and execution all contribute to whether an
ad wins an award. But, as noted in the “A Matter of Principle” Box, winning awards is
only important if advertising objectives are achieved.

Types of Advertising:

Brand advertising: focuses on developing a long-term brand identity and image.

Retail/local advertising: focuses on retailers or manufacturers that sell merchandise in a

restricted area.

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LAHOTI MOTORS PVT.LTD.
Political advertising: focuses on politicians attempting to persuade people to vote for
them or their ideas.

Directory advertising: used by people to find how to buy a product or service.

Direct-response advertising: uses any ad medium to directly stimulate a sale.

Business-to-business advertising: messages directed at retailers, wholesalers,

distributors, purchasers and professionals.

Institutional advertising: corporate advertising used to establish an identity or influence

public opinion.

Functions of Advertising:

Even though each ad or campaign tries to accomplish goals unique to its sponsor,
advertising performs three basic functions.

Provides Product and brand information. Although many ads are devoid of
information, providing the consumer with relevant information that will aid decision
making is still the main function of advertising. The information given depends on the
needs of the target audience.

Provides incentives to take action. In most instances, consumers are reluctant to

change their buying behaviour. Even if they are somewhat dissatisfied with their current
product, a habit has been established and learning about a new product is difficult.
Advertising sometimes gives the consumer reasons to switch brands, if that’s the goal.
Convenience, high quality, lower price, warranties-these all might be stressed in
advertising.

Provides reminders and reinforcement. Much advertising is directed at keeping

current customers. Consumers forget why they bought a particular brand of microwave or
automobile. Advertising must constantly remind the consumer about the name of the
brand, its benefits, its value, and so forth. These same messages help reinforce the
consumer’s decision. Most TV advertising provides this function.

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LAHOTI MOTORS PVT.LTD.
PURPOSE OF THE STUDY
Through this project, we come to know whether their ads are effective, are viewed by the
viewers and does it lead impact on the minds of customers, and which are the means of
advertisement which are best to the Lahoti motors Pvt. Ltd. to increase market share in
Gulbarga city.

SCOPE OF THE STUDY

1. The project is focused on the advertisement done by Lahoti motors in Gulbarga city.
2. The data collection is carried out in Gulbarga city for a period of 60 days.
3. The project focuses on the effectiveness of advertisement on sales of the company.
4. The study enables to know the proper way of advertisement to increase the sales.

OBJECTIVES OF THE STUDY:

1. To advice appropriate advertising methods and means to Lahoti motors for its
target market segment.
2. To know the impact of advertisements on its sales and customers.
3. To know which advertisement of Maruti Suzuki is more effective in TV.
4. To know consumer preference regarding their purchase of Maruti Suzuki car in
Gulbarga city.
LIMITATIONS OF THE STUDY
1. Since the survey was done only in Gulbarga city, the result obtained may not fit to be
taken as universal suggestion.
2. Quality and quantity of the information is highly dependent on the knowledge.
3. Effectiveness of ad is depending on the respondent’s perception and mental ability.

CHAPTER 3.
RESEARCH DESIGN
RESEARCH METHODOLOGY
1. Sources of data collection :

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LAHOTI MOTORS PVT.LTD.
a. Primary data: - The data collected both by direct survey from the dealers
through structured questionnaire & personal interview. I have used structured non-
disguised questionnaire to collect feedback from dealers.
b. Secondary data: -I have collected secondary data from the company profile, industry
profile and official web sites.

2. Research approach: survey approach

3.Sample design:
A. Population: Population for this research is people in Gulbarga City.
B. Sample Unit: People who possess or own Maruti Suzuki car and also the potential
customers and Customers came to Show room.

C. Sample size: The sample size is 50 respondents.

D. Sampling procedure / Sampling method:

The sampling method used for this study is convenience sampling, which is selected
according to the ease and convenience of conducting survey.

4.METHOD OF DATA COLLECTION: Survey and personal interview.

5. RESEARCH INSTRUMENT:
Research instrument used for data collection are questionnaire.

The questionnaire prepared in is well-structured and non-disguised form so that it

is easily understandable and answerable by everyone. The types of questions included in
the questionnaire were open-ended and closed-ended questions, multiple choice
questions.

6. DATA REPRESENTETION: - Graphical representation.

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LAHOTI MOTORS PVT.LTD.

CHAPTER 4.
ANALYSIS & INTERPREATATION OF DATA
1. Which Maruti Suzuki car do you own/would like to buy?

Particulars Frequency Percent

Swift 22 44
Dezire 13 26
Alto 4 8
Ertiga 2 4
Wagon 3 6
R 6 12
Brezza 50 100
Total

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LAHOTI MOTORS PVT.LTD.
Figure 1

50
45
40
35
30
25
20 Respondents
15 Series2
10
5
0
Swift Dezire Series2
Alto Ertiga Wagon Respondents
Brezza Total
R

INTERPRETATION:The above figure 1. shows that the respondents who own/would

like to buy Maruti Suzuki car, out of which Wagon R 6%, Swift 44%, Dezire 26%,
Brezza 12%, Alto 8%,Ertiga4%

2. I bought /would like to buy Maruti Suzuki car because of,

Particulars Responden Percentage

ts
Advertisement 2 4
Economical Car 12 24
Fuel Efficiency 7 14
Brand Name 10 20
Good look and Features 19 38
Total 50 100

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LAHOTI MOTORS PVT.LTD.

Figure 2

Respondance

Advertisement
Economical Car
Fuel Efficiency
Brand Name
Good look and Features
Total

INTERPRETATION:

From figure 2. statistics table we come to know that most of the people own or would like
to buy because of Good look and Feauters followed by economical car and brand name
of car. These factors have motivated them to own or would like to own the car.

3. Are you aware of Maruti Suzuki Dealer in Gulbarga?

Particulars Resonance Percentage

yes 100
No 50
Total 0 0
5 10
0 0

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LAHOTI MOTORS PVT.LTD.
Figure 3

50
Respondance
45
40
35
30
25
20
15
10
5
0
Yes
No
Total

INTERPRETATION:
From figure 3. shows the awareness of dealer of Maruti Suzuki car in Gulbarga 100%
said they are aware of dealer.

4.Through which sources of advertisement did you know about dealer?

Particulars Respo Percentage

ndanc
e
Road Shows 3 6
News paper 10 20
Television 9 18
Sales Executive and Internet 28 56
media

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LAHOTI MOTORS PVT.LTD.
Total 50 100

Figure 4

30

25

20

15

10

0 Series2
Road Shows
News paper Respondance
Television
Sales Executive
and Internet

INTERPRETATION:
The above graph shows the sources through which the respondents came to know about
Lahoti Motors Pvt ltd. 20% respondents through newspaper,6% through Road shows,
56% through Sales Executive &Internet, Respondents through Television 18%.

5.Which type of advertisement of Maruti dealer is more effective on you

Particulars Respondents Percentage

Road Show 4 8
News Paper 5 10
Television 8 16
Sales Executive and social media 33 66
Total 50 100

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LAHOTI MOTORS PVT.LTD.

Figure 5

Respondance

Road Show
News Paper
Television
Sales Executive and social media
Total

INTERPRETATION From figure 5 descriptive statistics table we come to know that

most of the respondents feel Sales Executives and social media are more effective on
them followed by Television, most of the respondents given lower ranks to other type of
ads.

6.Do you Like to watch /read advertisement of Maruti Cars more than other Car

Brands dealers

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LAHOTI MOTORS PVT.LTD.

Particulars Respondance Percentage

Yes 33 66
No 17 34
Total 50 100

Figure 6

Respondents
50
45
40
35
30
25
20
15
10
5
0
Yes

No
Total

INTERPRETATION:

From the above graph shows 66% respondents are like to watch or read
advertisements of Maruti car dealers more than others. whereas 34% are not like to watch
or read more than others.

7.Which newspaper you prefer For Advertisement purpose in Gulbarga

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 LAHOTI MOTORS PVT.LTD.
Particulars Respondents Percentage

Vijayavani 24 48

Vijay Karnataka 12 24

Deccan Herald 8 16

Times of India 6 12

Total 50 100

Figure 7

25

20

15

10

0
Vijaywani Vijay Karnataka Deccan Herald Times of India

INTERPRETATION:

The figure 7 shows the newspaper’s which are preferred reading in Gulbarga city.
48% of the respondents prefer Vijayavani, 24% of the respondents for Vijaya
Karnataka, 16% followed by Deccan Herald, 12% of the respondents prefer Times of
India.

8.Which Print Advertising is effective on sales

Particulars Respondents Percentage

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LAHOTI MOTORS PVT.LTD.
News Papers 27 54
Magazines 4 8
Hand Bills 11 22
Wall Posters 8 16
Total 50 100

Figure 8

50
45 Respondents
40
35
30
25
20
15
10
5
0
s
er

es
ap

lls
in
P

rs
az

Bi

l
ws

te

ta
ag

nd

os

To
Ne

Ha

P
all
W

INTERPRETATION:

From figure 8 we seen that 54% of Response for News Paper 22% of Hand Bills,
16% Wall posters and 8% for Magazines are best print advertisement Way and News
Paper Dominating in this.

9.Have you come across any ads of Lahoti motors in news paper which you read?

Response seen ads of Lahoti Motors in

news papers
KOUSALI INSTITUTE MANAGEMENT STUDIES DHARWAD Page 47
LAHOTI MOTORS PVT.LTD.

Particulars No of respondents Percentage

Yes 35 70
No 15 30
Total 50 100

Figure 9

No of Respondance

Yes
No
Total

INTERPRETATION:

The figure 9.of respondents who have come across Lahoti motors ads in newspaper
they read. 70% respondents have come across Lahoti motors ads. 30% have not come
across Lahoti motors ads.

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LAHOTI MOTORS PVT.LTD.
10.Which Ad of Maruti Suzuki car does you like in TV?

Particulars Respondance Percentage

Ertiga 00 00

Brezza 3 6

Dezire 39 78

Wagon R 8 16

Total 50 100

Figure 10

Respondance
50
45
40
35
30
25
20
15
10
5
0
Ertiga
Brezza
Dezire
Wagon R
Total

INTERPRETATION:
From figure 10 shows the ad which is liked by the respondents that is which they
remember for long time. 78% Desire, 16% Wagon R.

11.I like the Television Advertisiment of above cars, because of, below factors

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LAHOTI MOTORS PVT.LTD.
Particulars Respondents Percentage

Celebrities 0 0

Humor 0 0

Visual and Music 42 84

Information 8 16

Total 50 100

Figure 11

Respondance
50
45
40
35
30
25
20
15
10
5
0
Celebrities
Humor
Visual and Music
Information
Total

INTERPRETATION:
From figure 11. Table came to know that most of the respondents liked Music and
VIsuals of mentioned cars.

12.Which type of T.V advertisement can Impact on sales of Maruti Suzuki

cars Do you think.

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LAHOTI MOTORS PVT.LTD.

Particulars Respondents Percentage

Celebrities Oriented 4 8

Humor and Unique 10 20

Visual and Music effect 16 32

Information Oriented 20 40

Total 50 100

Figure 12

Respondents
60

50

40

30

20

10

0
Celebrities Humar and Unique Visual and music Information Total

INTERPRETATION:

The figure 12 shows that 40% of respondents told that Information 0riented can help
to increase sale and 32% respondents told that Visual and Music effects related ads
can increase sales and 8% of respondents told celebrities Oriented Ads can increase
the sales as a least type.

13.Do you see Advertisements of Lahoti Motors in Television

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LAHOTI MOTORS PVT.LTD.
Particulars Respondents Percentage
Yes 27 54
No 23 46
Total 50 100

Figure 13

Respondents

50
45
40
35
30
25
20
15
10
5
0
Yes
No
Total

INTERPRETATION:
From figure 13 response 54% see ads of Lahoti Motors and 46%have not Seen any ads.

14.Have you seen any Hoardings of Lahoti motors in Gulbarga?

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LAHOTI MOTORS PVT.LTD.
Particulars Respondents Percentage
Yes 42 84
No 8 16
Total 50 100

Figure 14

Respondance
50
45
40
35
30
25
20
15
10
5
0
Yes
No
Total

INTERPRETATION:

From figure 14.graph shows that 84% of respondents said that they have seen
hoardings of Lahoti motors in Gulbarga, where as 16% say that they have not seen.

15..How much hording and Banner advertisement impact on sales.

Particulars Respondents Percentage
Highly Effective 01 2
Effective 16 32
KOUSALIBased on place
INSTITUTE 30 STUDIES DHARWAD 60
MANAGEMENT Page 53
Not Effective 3 6
Total 50 100
LAHOTI MOTORS PVT.LTD.

Figure 15

Respondents
50
45
40
35
30
25
20
15
10
5
0
Highly Effective
Effective
Based on place
Non Effective
Total

INTERPRETATION:

From figure 15 show that The Hording Ads are 2% Highly impact on sales,32% Impact on
sales ,60% Based on places,6% Not Impact on sales.

16.Which type of Online Advertising makes impact on sales of dealer do you think
Particulars Respondents Percentage

Display Advertisement 5 10

Social Media Advertisement 25 50

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LAHOTI MOTORS PVT.LTD.
Search Engine Marketing 7 14

E mail Marketing 13 26

Total 50 100

Figure 16

Respondents
50
45
40
35
30
25
20
15
10
5
0

INTERPRETATION:

From figure 16.we can find that 50% of respondents said social media Advertising,26%
of respondents said E mail marketing,14% of respondents said search engine marketing
types Online Advertising makes impact on sales of dealer.

17.Do you see any Online Advertising of the Lahoti Motors

Particulars Respondents Percentage
Yes 13 26
No 37 74
Total 50 100

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LAHOTI MOTORS PVT.LTD.

Figure 17

Respondents

50
45
40
35
30
25
20
15
10
5
0
Yes
No
Total

INTERPRETATION
From figure 17.74% Respondents not seen any online advertisement of Lahotin Motors.

18. How much Advertisement Impacts on your purchase decision at Lahoti Motors

Particulars Respondents Percentage

Highly Effective 2 4

Effective 41 82

Some Times 7 14

Non effective 0 0

Total 50 100
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LAHOTI MOTORS PVT.LTD.

Figure 18

Respondants

Highly Effective
Effective
Some Times
Non effective
Total

INTERPRETATION: 82% of respondents are effective, 14% of respondents are some

times its effective

19.Which company Advertising make more impact on you to buy a car in

Gulbarga?

Particulars Respondents Percentage

Lahoti Motors 28 56
Shah Hyundai 12 24
Karuna Toyata 7 14
Renault Kalaburagi 3 6
Total 50 100

Figure 19

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LAHOTI MOTORS PVT.LTD.

Respondance

Lahoti Motors
Shah Hyundai
Karuna Toyata
Renault Kalaburagi
Total

INTERPRETATION:

From figure 19. we can see that 56% of respondents said Lahoti motors, 24% of
respondents said Shah Hyundai ,14% of respondents said Karuna Toyata, and 6% of
respondents said car from Renault Kalaburagi advertisement make more impact to buy a
car in Gulbarga.

20.I buy/ would like to buy at Lahoti dealers because of the given below factors

Particulars Respondents Percentage

The Dealer had Good Name 18 36

Quality of Service and Response 6 12

Loans and Installment assist 4 8

After sales service is good 22 44

Total 50 100

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 LAHOTI MOTORS PVT.LTD.
Figure 20

Respondents
50
40
30
20
10
0
e
m

se
Na

on

ist
od

ss
sp

od
Go

ta

l
Re

ta
go
en

To
d

is
ha

an

llm

ice
ler

ice

sta

rv
ea

rv

se
In
eD

Se

nd

les
of
Th

sa

sa
ty

an

er
ali

Aft
Lo
Qu

INTERPRETATION:

44%of the respondents buy or would like to buy the car from the Lahoti dealer because
of their After sales service is good.

21.How much Advertising Impact On sales at Lahoti Motors

Particulars Respondents Percentage
Highly Effective 3 6
Effective 19 38
Some Times Effective 16 32
Non Effective 12 24
Total 50 100

Figure 21.

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LAHOTI MOTORS PVT.LTD.

Respondents
60

50

40

30

20

10

0
Highly Effective Effective Some Times Effective Non Effective Total

INTERPRETATION:

From figure 21. we see that impact of advertisement at Lahoti motors 38% respondents
said effective,32% of respondents said some times effective,24%respondents said
non effective,6% of respondents said its highly effective.

CHAPTERS 4.
FINDINGS

1. Amongst all the product offered by Lahoti Motors, Swift has major share of 44%,
Dezire has 26% of share,Alto has 8% share,Brezza has share of 12%

2. Most of the people own or would like to buy because of Good look and
Features.Followed by because of It is a Economical car.

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LAHOTI MOTORS PVT.LTD.
3. The awareness of dealer of Maruti Suzuki car in Gulbarga out of which 100%
respondents they are aware of dealer .

4. The respondents came to know about Lahoti Motors Pvt ltd. 56% respondents
through Sales Executive and Internet, 20% through News Papers, 18%
Television, 6% through road shows.

5. Most of the respondents Sales Executive and social media ads are more effective
on them followed by Television, most of the respondents given lower ranks to
other type of ads.

6. 66% of respondents watch or read advertisements more than other dealers and
34% of respondents do not watch or read the advertisement than others.

7. The newspaper’s which are preferred for advertisement in Gulbarga city. 48% of
the respondents prefer Vijayavani, 24% Vijaya Karnataka, and 16% followed by
Deccan Herald, 12% of the respondents prefer Times of India.

8. 54% of respondents said News paper is best way of print advertising and 22%
respondents said hand bills are best way.

9. 70% respondents have come across Lahoti motors ads. 30% have not come
across Lahoti motors in news paper.

10. The advertisement in television which is liked by the respondents that is which
they remember for long time. 78% Dezire, 16% Wagon R,6%Brezza

11. Most of the respondents liked ads of above cars because of Visual and Music in
the ads followed by information

12. 40% of respondents said Information Oriented,32% of respondents said Visual

and music effect advertisement can impact on sales.

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LAHOTI MOTORS PVT.LTD.
13. 54% respondents said they seen the advertisements of Lahoti motors and 46%
said they not seen in television

14. 84% of respondents said that they have seen hoardings of Lahoti motors in
Gulbarga, where as 16% say that they have not seen.

15. 60% of respondents said hording and banner advertisement based on places and
dealer, 32% of respondents said it is effective.

16. 50% of respondents said social media advertisement are effective online
advertising ,26% of respondents said Email Marketing is effective and others had
less respondents.

17. 74% of respondents said they not seen any online advertising of Lahoti
motors,26% of respondents said they seen.

18. 4% of respondents are highly effective, 82% of respondents are effective, 14% of
some times and 0% non effective purchase decision with respect to advertising

19. 56% of respondents would like to buy car from Lahoti motors, 24% of
respondents would like to buy car from Shah Hyundai, 14of respondents would
like to buy car from Karuna Toyotas, and 6% of respondents would like to buy
car from Renault Kalburgi advertising make more impact to buy a car in
Gulbarga.

20. Most of the respondents buy or would like to buy the car from the particular
dealer because of their After sales service is good, Quality of service and brand is
good.

21. 38% of respondents said advertising impact on sales is effective,32%

respondents said its effective some times and 24% respondents said it is non
effective at Lahoti Motors Gulbarga.

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LAHOTI MOTORS PVT.LTD.

SUGGESTIONS

1. Through sales executive and internet 56% of the customers could know about Lahoti
Motors. Company should concentrate more on Television ads and road shows.
2. 64% of respondents watch or read ads more than other dealers and company should
find other way to attract remaining.

3. Vijayavani and Vijay Karnataka are the two newspapers which are preferred for ads
most in Gulbarga. 48% respondents read prefer Vijayavani and 24% respondents
Vijay Karnataka so company should advertise in these newspapers.

4. 54% of respondents said News paper is best way of print advertising followed by
hand bills.

5. 30% of respondents are not come across with ads of Lahoti in news paper so dealer
should give prefer to local news papers and evening papers.

6. 46% of Respondents have not seen any ads of dealer in Television so they should
give ads to local channels to improve sales.

7. Company had good think in installing hoardings in prime locations like Jagath circle,
Timarpur Chowk for visibility. So as per the survey 84% of respondents have seen
hoardings of Lahoti Motors in Gulbarga.16% of
people have not seen hoardings they told its better to install hording Near Ram Mandir
Circle, Sharana Basappa temple.

8. 60% respondents said hording ads are effective with respect to places so company
should give importantance to places

9. 50% of respondents said social media ads are effective in online advertising,26% of
respondents said E mail Marketing is effective

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LAHOTI MOTORS PVT.LTD.

10. But 70% of respondents said they not seen online advertising of Lahoti motors so
they should prefer social media advertising and E mail ads.

11. 46% respondents said other company advertising are make them more purchase
decision so company should apply effective advertising strategy to attract them.

12. Company should concentrate on arranging finance for the purchase of car and
instalments for cars. Only 8% of people told they like to buy because of financial
assist.

13. Lahoti Motors is in good position in Gulbarga so further improvement in after sales
service and 56% of people would like to buy a car from Lahoti

14. Company had a good a name as well as good after sale service.

15. 22% of respondents not satisfied with advertising which can impact on sales at Lahoti
24% are said some times its effective so dealer should make some changes in
advertising.

CONCLUSION

There are major changes happening in automobile industry. Frequently new models of
cars are cracking into the field as a result of which there is a great competition appearing
in the industry. So Lahoti Motors has to seriously take up necessary actions so as to
maintain their competitive position in the market. The customers may get attracted
towards the new Companies. Therefore the ultimate challenge for Lahoti Motors would
be to maintain confidence and trust of its existing and potential customers. By doing
various types of Advertisement Company can Increase its market share in Gulbarga city.
The suggestions provided further may help to capture more market through ads.

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LAHOTI MOTORS PVT.LTD.

BIBLIOGRAPHY

REFERENCE BOOKS:

Advertising and Promotion by George E Belch and Keyoor Purani

Marketing Management by Philip Kotler Keller Koshi and Jha

Principles of Marketing by Kavita Sharma and Swati.

INTERNET WEBSITES:

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LAHOTI MOTORS PVT.LTD.
www.marutisuzuki.com

www.smallbusiness.chron.com

Wikipedia

www.businessdictionary.com

ANNEXURES

Dear Sir/ Madam,

I am HAREESH DESALLI pleased to introduce myself as a MBA student of

Kousali Institute of Management Studies, Dharwad. As a part of our curriculum I
have undertaken project to determine “Impact of an Advertisement on sales of Maruti
Suzuki cars.” with emphasis on Lahoti motors Private Limited Gulbarga. I assure you
that the valuable information provided by you will be of great help to me and will be
used for academic purpose.

Details

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LAHOTI MOTORS PVT.LTD.

Name:

Age:

Gender: Male Female

Address:

Contact:

E mail:

QUESTIONS

1. Which Maruti Suzuki car do you own/would like to buy?

a. Swift d. Ertiga

b. Dezire e. WagonR

c. Alto f. Brezza

2. I bought /would like to buy Maruti Suzuki car because of these factors

a. Advertisement

b. Economical Car

c. Fuel Efficiency

d. Brand Name

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LAHOTI MOTORS PVT.LTD.
e. Good look and Features

3. Are you aware of Maruti Suzuki Dealer in Gulbarga?

a. Yes

b. No

4. Through which sources of advertisement did you know about dealers?

a. Road shows

b. Newspaper

c. Television

d. Sales Executive and

Internet media

5. Which type of advertisement is more effective on you, mention the below given

factors?

a. Road Shows

b. News paper

c. Television

d. Sales Executive and

Social media

6. Do you watch /read advertisement of Lahoti Motors than other brand dealer?

a. Yes

b. No

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LAHOTI MOTORS PVT.LTD.

7. Which newspaper you prefer for advertisement purpose in Gulbarga?

a. Vijayavani

b. Vijay Karnataka

c. Deccan Herald

d. Times of India

8.Which Print Advertising is effective on sales?

a. News Papers

b. Magazines

c. Hand Bills

d. Wall Posters

9.Have you come across any ads of Lahoti motors in news paper which you read?

a.Yes

b.No

10.Which Ads of Maruti Suzuki car do you like in TV?

a.Alto

b.Swift

c.Ertiga

d.Dezire

e. Wagon R

f. Brezza

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LAHOTI MOTORS PVT.LTD.
11.I like the Ad of above, because of, rank below factors

a.Celebrities

b.Humor

c.Visual and Music

d.Information

12.Which type of T.V ads can Impact on sales of maruti Suzuki?

a. Celebrities Oriented

b. Humor and Unique

c.Visual and Music effects

d.Information Oriented

13.Do you see Advertisement of Lahoti Motors in Television?

a.Yes

b.No

14.Have you seen any Hoardings of Lahoti motors in Gulbarga?

a. Yes

b. No

15. How much hoardings and Banners advertising impact on sales?

a. Highly Effective

effective

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LAHOTI MOTORS PVT.LTD.
c. Based on place

d. Not effective

16. Which type of Online Advertising makes impact on sales?

a. Display Advertising

social Media Advertising

c. Search Engine Marketing

d.E mail Marketing

17. Do you see any Online Ads of Lahoti Motors?

a. Yes

b. No

18.How much Advertisement effects on your purchase decision?

a. Highly effective

b Effective

c. Some Times

d. Non effective
19.Which company Advertising make more impact on you to buy a car in Gulbarga?
a. Lahoti Motors

b. Shah Hyundai

c.Karuna Toyota

d.Renault Kalburgi

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LAHOTI MOTORS PVT.LTD.
20.I buy at above dealers point because of the given below factors based

a. The Dealer had good name

b. Quality of services and responsiveness is very good

c.Easy finance assistast like loans and installments

d.After sales service is good.

21.How much Advertising impact on sales at Lahoti Motors ?

a. Highly Effective

b. Effective

c.Sometimes Effective

d. Non Effective

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