Final Report Maruti Suzuki

SALES PROMOTION IN MARUTI
JAMKASH VEHICLEADES
Jamkash vehicleades and highland are the two major dealership organizations
of maruti in Jammu & Kashmir. it’s an authorized service station of Maruti.
It was around 22 years back when it started it’s journey at B.C.Road. It is a
large group with six Maruti authorize dealerships and seven dealer
workshops and extension counters over J&K, Punjab and H.P. jamkash is
located 11 kms away from the city in Jammu. The various locations are as
under:
1. Pathankot vehicleades (p) ltd.pathankot (Punjab).
2. J&k vehicleades (p) ltd., udhampur (j&k).
3. Jamkash vehicleades (p) ltd., Srinagar with its dealer’s workshop at
baramulla.
4. Jamkash vehicleades (p) ltd., Srinagar with its dealer’s workshop at
B.C. road Jammu and channi himat.
5. Kangra vehicleades at nagrota bhawan (H.P).
6. AAA vehicleades, New Delhi.
7. Extension counters: Rajouri/ Poonch, R.S.pura (j&k) Betala, Fethe garh
churian, Gurdaspur (Punjab), Chamba (H.P).
8. Maruti Driving School, Jammu & one is coming up in Srinagar.
All the dealer workshops are equipped with the most modern machines and
best possible customer care facilities.
M.B.S Business School Page 1

AWARDS
Jamkash has proved its excellence by winning so many awards. Following are
the awards won by jamkash vehicleades:
• Best Performance schemes.
• Excellence in spare parts highest MGA off take per vehicle (>6000).
• Best Market share top city category-C.
• Excellence in Service Lowest Customer complaints/10000 serviced &

lowest resolution time.
• Best all round performance.
• Best performance in W/R sales.
• Best Exchange Performance.
• Best service marketing works managers meet (North 2).
• Outstanding performance in institutional sales.
• Dealer spares off take 4 crores-6 crores. (Top 2 growth dealers).
• All model sales award winner D category.
• Most consistent efforts in rural marketing. All India winners.
• All India best HR practices winner category B.

• Best market share award top category C.
• Star award for service & repair.
• Highest MGA off take per vehicle.
• Best W/R & Sales performance.
• Best government sales.
• Highest MGA off take per vehicle (>3000vehicles).
• Mr.G.S.Bawa Mgr. Sales has won the “best Sales Manager

Award”2007-08 N-II&HAS BEEN PROMOTED TO AGM Sales.
• All India winners in most consistent efforts in rural marketing.
• Recently won 8 awards by Maruti Suzuki India ltd. In a dealer’s

conference held at Bancock.
Apart from the awards the administration is also contributing a lot in

company’s excellence. The Managing Director is Mrs.GUNJAN RANA who is
taking care of jamkash as well as Take one, which is a media network& the
General Manager is Col. RATTAN SINGH (Retd.), who is taking care of
entire business in Jammu region.

INTRODUCTION
OVERVIEW OF AUTOMOBILE INDUSTRY
Car manufacturing in India first began in late 1940s. Earlier a couple of cars
made by foreign technology were manufactured in India. But now, cars made
my Indian car manufacturers dominate the business.
The future of car manufacturing in India is bright. Sensing this, foreign car
manufacturers like Ford, Toyota, Hyundai, Suzuki, Honda and Skoda are
spreading their base in the country. Domestic car manufacturers have also
contributed to the growth of the automobile industry in India.
Indian automobile industry has grown leaps and bounds since 1898, a time
when a car had touched the Indian streets for the first time. At present it
holds a promising tenth position in the entire world with being # 2 in two
wheelers and # 4 in commercial vehicles. Withstanding a growth rate of 18%
per annum and an annual production of more than 2 million units, it may not
be an exaggeration to say that this industry in the coming years will soon
touch a figure of 10 million units per year.
REASONS OF GROWTH
Economic liberalization, increase in per capita income, various tax relief

policies, easy accessibility of finance, launch of new models and exciting

discount offers made by dealers all together have resulted in to a stupendous

growth of India automobile industry.
MARKET SHARE
Automobile industry of India can be broadly classified under passenger

vehicles, commercial vehicles, three wheelers and two wheelers, with two
wheelers having a maximum market share of more than 75%. Automobile
companies of India, Korea, Europe and Japan have a significant hold on the
Indian market share. Tata Motors produces maximum numbers of mid and
large size commercial vehicles, holding more that 60% of the market share.
Motorcycles tops the charts of two wheelers with Hero Honda being the key
player. Bajaj by far is the number one manufacturer of three wheelers in
India.
Passenger vehicle section is majorly ruled by the car manufacturers capturing

over 82% of the total market share. Maruti since long has been the biggest car
manufacturer and holds more that 50% of the entire market.
Global recession has impacted, the Indian automobile industry also and can
be seen clearly in the sales figures of the last financial year. Even then this
industry has high hopes in 2009-2010, as banks have reduced loan interest
rates and the major chunk of automobile customers belong to the middle
income group who are becoming economically stronger with every passing
day.

THE POPULAR CAR MANUFACTURERS IN INDIA ARE:
Fiat India Private Ltd: The Fiat India that belongs to the Fiat Auto Spa group
of Italy gives world-class cars to the country. This group has entered the
motor vehicle sector more than one hundred years ago and has earned fame
not only in India, but also abroad. Besides 'Uno', which is Europe's favorite
car for the last two decades, the brands like Palio, Petra and Adventure have
also become famous.
Ford India Private Ltd: It was originally an American company. It entered

the Indian market in the year 1988 and launched Ford Escort. The Ford Ikon
launched in 2001 was a successful car in India. Other brands of Ford like
Ford Fusion, Ford Fiesta, Ford Mondeo and Ford Endeavour also gained
popularity in India.
General Motors India: This global leader entered the Indian market as a joint
venture with the C.K. now it is a fully owned subsidiary of the Birla Group.
This group has also introduced cars like Chevrolet Optra and Chevrolet
Tavera (MUV) in India.
Hindustan Motors: This flagship company of the C.K. Birla Group was
established by Mr. B.M. Birla. Some of the most popular brands of this car
manufacturer are Ambassador, Contessa and Mitsubishi Lancer. Other
remarkable brands of this company are Trekker, Porter and Pushpak.
Hyundai Motors: Hyundai Motor India Limited (HMIL) is not only the
second largest car manufacturer in India, but is also the fastest growing
among the car manufacturers in India. The popularity of Santro, Getz,

Accent, Elantra, Sonata Embera and Tuscon is proof of its success. The
company is an ISO 14001.
Maruti Suzuki India Ltd.: This is the first automobile company in the world
to have an ISO 9000:2000 certificate. It has a joint venture with Suzuki Motor
Corporation. The popular models of this group are Alto, Baleno, Swift,
Wagon-R and Zen.
Tata Motors Limited: It is India's largest automobile company, the largest

commercial vehicle manufacturer, the second largest passenger car
manufacturer in India and the fifth largest medium and heavy commercial
vehicle manufacturer in the world. The popular brands of the company are
Tata Indica, Tata Indigo, Tata Sumo and Tata Safari.
Tata Nano: Recently Tata Motor launch India cheapest car Tata Nano in
one lakh rupees.
Toyota Kirloskar Motor Ltd: With a joint venture with Toyota Motor
Corporation Japan, the Kirloskar Group of India holds 89% equity of the
company. The most popular brands of this group in India are Camry, Corolla,
Prado and Innova

MARUTI SUZUKI
Maruti Suzuki India Limited is a publicly listed automaker in India. It is a

leading four-wheeler automobile manufacturer in South Asia. Suzuki
Motor Corporation of Japan holds a majority stake in the company. It
was the first company in India to mass-produce and sell more than a
million cars. It is largely credited for having brought in an automobile
revolution to India. It is the market leader in India and on 17 September
2007, Maruti Udyog was renamed Maruti Suzuki India Limited.
PROFILE
Maruti Suzuki plant in Gurgaon
Maruti Suzuki is one of India's leading automobile manufacturers and the

market leader in the car segment, both in terms of volume of vehicles sold and
revenue earned. Until recently, 18.28% of the company was owned by the
Indian government, and 54.2% by Suzuki of Japan. The Indian government
held an initial public offering of 25% of the company in June 2003. As of May

10, 2007, Govt. of India sold its complete share to Indian financial institutions.
With this, Govt. of India no longer has stake in Maruti Udyog.
Maruti Udyog Limited (MUL) was established in February 1981, though the
actual production commenced in 1983 with the Maruti 800, based on the
Suzuki Alto kei car which at the time was the only modern car available in
India, its' only competitors- the Hindustan Ambassador and Premier Padmini
were both around 25 years out of date at that point. Through 2004, Maruti
has produced over 5 Million vehicles. Maruti’s are sold in India and various
several other countries, depending upon export orders. Cars similar to
Marutis (but not manufactured by Maruti Udyog) are sold by Suzuki and
manufactured in Pakistan and other South Asian countries.
The company annually exports more than 50,000 cars and has an extremely
large domestic market in India selling over 730,000 cars annually. Maruti 800,
till 2004, was the India's largest selling compact car ever since it was launched
in 1983. More than a million units of this car have been sold worldwide so far.
Currently, Maruti Alto tops the sales charts and Maruti Swift is the largest
selling in A2 segment.
Due to the large number of Maruti 800s sold in the Indian market, the term
"Maruti" is commonly used to refer to this compact car model. Till recently
the term "Maruti", in popular Indian culture, was associated to the Maruti
800 model.
Maruti Suzuki India Limited, a subsidiary of Suzuki Motor Corporation of

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

It’s manufacturing facilities are located at two facilities Gurgaon and

Manesar south of New Delhi. Maruti’s Gurgaon facility has an installed
capacity of 350,000 units per annum. The Manesar facilities, launched in
February 2007 comprise a vehicle assembly plant with a capacity of 100,000
units per year and a Diesel Engine plant with an annual capacity of 100,000
engines and transmissions. Manesar and Gurgaon facilities have a combined
capability to produce over 700,000 units annually.
More than half the cars sold in India are Maruti cars. The company is a
subsidiary of Suzuki Motor Corporation, Japan, which owns 54.2 per cent of
Maruti. The rest is owned by the public and financial institutions. It is listed
on the Bombay Stock Exchange and National Stock Exchange in India.
During 2007-08, Maruti Suzuki sold 764,842 cars, of which 53,024 were
exported. In all, over six million Maruti cars are on Indian roads since the
first car was rolled out on December 14, 1983.
Maruti Suzuki offers 13 models, Maruti 800, Omni, Alto, Versa, Ritz, Gypsy,
A Star, Wagon R, Zen Estilo, Ritz, Swift, Swift Dzire, SX4, Grand Vitara.
Swift, Swift dzire, A star and SX4 are maufactured in Manesar, Grand Vitara
imported from Japan as a completely built unit (CBU), remaining all models
are manufactured in Maruti Suzuki's Gurgaon Plant.
Suzuki Motor Corporation, the parent company, is a global leader in mini and
compact cars for three decades. Suzuki’s technical superiority lies in its ability
to pack power and performance into a compact, lightweight engine that is
clean and fuel efficient.

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

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

vision
vision

The leader in Automobile industry, Creating Customers delight and

Shareholders wealth, ‘a pride of India’.

SWOT Analysis
STRENGTHS
1. Bigger name in the market.
2. Established distribution & after sales network.
3. Understanding of the Indian market.
4. Ability to design product with differentiating features.
5. Brand Image.
6. Experience & Knowledge how in technology.
7. Trust of People.
8. Maruti Udyog Ltd. is the market leader for more than decade.
9. Has a great dealership chain in the market.
10.Better after sales service.
11.Low maintenance cost of vehicle.

WEAKNESSES
1. Lack of experience in foreign market.
2. Comparatively new to diesel cars.
3. People resistant to upper segment models.
4. Heavy import tariff on fully built imported models.
5. Exports are not that good
6. Lesser diesel models in the market compare to others.
7. Global image is not that big.

OPPURTUNITIES
1. Increased purchasing power of Indian middle class family.
2. Government subsidies.
3. Tax Benefits.
4. Prospective buyers from two – wheeler segment.
5. Great opportunities to go global with success of Swift and SX4 allover.
6. Introduction of more diesel models. The diesel car segment is growing.
7. Opportunity to grow bigger by entering into bigger car markets.
8. Already a market leader so great opportunity to be the king of market
in every stage of industry.

THREATS
1.Foreign companies entering market; so a bigger threat from MNCs.
2.Competition from second hand cars & TATA Nano.
3.Threats from Chinese manufactures.
4.To the market share, as many big names are coming in the industry
5.There is hardly any diesel models
6. Rs. 1 lakh – Rs. 1.5 lakh car
Factors that influence the consumer’s buying decision for the product

i. Social
• Culture
• Subculture
• Social Class
• Reference group
• Family
• Roles and statuses
ii. Personal
• Age and life-cycle stage
• Occupation
• Economic circumstances
• Lifestyle
• Personality and selfconcept
iii. Psychological
• Motivation
• Perception
• Learning
• Beliefs and attitudes

Business Environment Factors

Political Factors:-
1. Government continuously slashing tax rates.
2. Government has launched automotive mission plan (AMP).
3. Automatic approval for FDI in automobile sector.
Economic Factors:-
1. Stable economic policies.
2. Easy availability of finance.
3. Economics incentives by local state Government.
4. Lower duties & taxes.
5. Huge domestic demand.
Social Factors:-
1. Lucrative market in rural India.
2. Rapid urbanization and income levels.
3. Skilled labour costs amongst the lowest in world.
Technological Factors:-

1. Four Lakhs pass out every year.
2. Credible local suppliers of high quality components.
3. India emerging as an automobile hub for automobile manufacturing &

research.
Ecological Factors:-
1. India automotive regulations are closely aligned to world standards on

emission & safety.
2. Proximity to major export market.
Legal Factors:-
1. Weighted tax deduction up to 150% on in house R & D activities.
2. Relatively High import Duties

CURRENT STRATEGIES BY MARUTI
 Pricing strategy - catering to all segments
 Offering one stop shop to customers
 Repositioning of Maruti products
 Customer Centric Approach
 Committed to motorizing India
 Realisation of importance of vehicle maintenance services market
 Playing on cost leadership

Basis of Segmentation
Targeting :- Selective Specialization
Urban Semi – Rural

Urban
A1 Yes Yes
A2 Yes Yes Yes
A3 Yes Yes
SUV Yes
C- Class Yes Yes Market
Product

Targeting :- on the basis of income Group
Income Group RS. 2- 3 lacs. RS. 3-5 lacs. RS. 5 - > 5 lacs.
Product /annum /annum /annum
A1 Yes
A2 Yes Yes
A3 Yes
SUV Yes
C- Class Yes Yes Yes
Positioning
Product Target Customers Benefits Value Proposition

A1 A consumer who wants Durability and A car which gives

car. Performance Durability in low cost.
A2 A consumer who wants Spaciousness . A spacious small car

Small & spacious car. without extra cost.
A3 A consumer who wants Design, Style and A car design with style and
more comfort car Luxury. luxury.
SUV Lifestyle Oriented Rigidness, LuxuryA Vehicle that provides the

consumers. and Comfort . luxury and Comfort of a
car.
C-Class A consumer who wants More spacious A big car with reasonable
car for commercial use car. price

Generic Strategies

• Overall cost leadership
• Low-cost-position relative to a firm’s peers
• Manage relationships throughout the entire value

chain
• Differentiation
• Create products and/or services that are unique and

valued
• Non-price attributes for which customers will pay a

premium
• Focus strategy
• Narrow product lines, buyer segments, or targeted

geographic markets
• Attain advantages either through differentiation or

cost leadership
4Ps

 Product
 Price
 Place
 Promotion
EXISTING PRODUCT STRATEGY
 Portfolio of 12 products
 Five product lines
Products
A1 800
A2 Alto, Zen ,Wagon –R, Swift, A-star
A3 D ZiRE, Sx4
SUV Vitara, Gypsy
C - Class Product Line
 Core Product, Formal Product, Augmented Product & Future Product
PRODUCT STRATEGY

Suggested product strategy
 More fuel efficient cars.
 Alter Net fuel cars.
 Eco friendly cars.
 More focus on A1, A2 & A3.

More focus on A1, A2 & A3.
Existing Price strategy

Pricing Objective :- Market share &Cost Leadership
 Pricing Method :- Markup Pricing (cost plus pricing )
 Pricing strategy :- Economical Pricing
Suggested price strategy
 Continue Economic pricing strategy as it will help to achieve goal of

become cost leader.
 Expansion of manufacturing facility to achieve economies of scale.
Existing 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.
 150 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.

Existing promotion strategy

Advertising
TV Ads
Print Ads
Radio Ads
Advertising Strategy
 Persuasion Advertising
“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

Suggested Promotion Strategy

• Continue with existing Advertising strategy.
• Look for Alternative Advertising Options.
• BTL
• Information Advertising,
alternative Advertising Options
• TV shows - India’s Got talent
• Place Advertising – Bill boards
• Sales Promotions
• Product warranties
• Premiums (gifts)
• Trade shows
• 2,628The number of workshops that provide customers with

maintenance support in 1220 cities.
Sales promotion in maruti Suzuki

Sales promotion
 According to American Marketing Association, sales promotion refers

to “those activities other than personal selling, advertising & publicity,
that stimulate consumer purchasing & dealer effectiveness, such as
display shows & exhibitions and various other non-recurrent selling
effort not in ordinary routine.”
 Sales promotions targeted at the customer are consumer sales

promotion & sales promotion targeted at retailers & wholesale are trade
sales promotion.
SALES PROMOTION OBJECTIVES
 To increase the sales & encourage the present consumers to use more
frequently.
 To help stablise a fluctuating sales trend.
 To attract new customers by means of incentive campaigns etc.
 To build buying habit.
 To motivate & attract the salesforce and get their cooperation.
 To improve manufacturer-dealer relationship.
 To help the new product enter into existing and new market.

IMPORTANCE OF SALES PROMOTION
 Spread Information.
 Stimulate Demand.
 Increase customer satisfaction.
 Creates Product Identity.
SALES PROMOTION METHODS
SALES PROMOTION MEANING OBJECTIVES

METHODS
1. Price-off Offers Offering product at lower To encourage immediate sales,

than the normal price. attract non-users, etc.
2. Premium Offer of an article of To encourage purchase,

merchandise as an stimulate loyalty, off-season
incentive in order to sell sales promotion.
product/service.
3. Coupons When the consumer is To encourage product trail,

entitled to redeem a build loyalty, trade-up regular
specific standard users, stimulate re-purchase
certificate for a rate.
product/article free or in
part payment.

SALES MEANING OBJECTIVES

PROMOTION
METHOD
4. Discounts Other than normal trade & To push more sales to trade, early cash
cash discount. recovery.
5. Dealer Sales Where participating dealers are To increase sales, buy dealer’s loyalty,
Contests invited to compete in terms of motivate dealer’s staff to sell more.
the sales performance
6. Trading stamps They are a kind of discount To encourage consumer loyalty to certain
coupons offered to consumers retail stores.
linked with quantum of their
purchase.
7. Consumer contests & Where individuals are To create brand awareness

lucky draws invited to compete on the & stimulate interest in the

basis of creative skills. The brand usage & benefits,
latter is based on the chance promote advertising theme
or luck factor. of the company
8. Point-of-Purchase Those special displays, racks, To attract traffic at retail

banners, exhibits, that are store, remind customers,
placed in the retail store to ensure additional visibility to
support the sale of a brand. the advertising campaign.
9. Dealer gifts Offer of useful articles & To improve dealer relations,

attractive gifts to dealers for make impact on consumer
his personal, family or office scheme/contest offered.
use.
10. Refund Offers Offer of a refund of money to To include trail from primary
consumer for mailing in a users, motivate several
proof-of-purchase of a product purchases, obtain
particular product. displays at the retailers etc.
Sales Promotion method used at Jamkash, Jammu
 Cold calling
 Bank visit

 Road shows
 Events
 Mega events
 Advertisements

SNAP SHOTS







Research Methodology

Research methodology is away to systematically solve research problem. In it we study the

various step that are generally adopted by researcher in studying his research problem
along with logic behind them. It is necessary for a researcher to know not only the research
method/techniques but also the methodology. It may be noted, in the context of planning &
development that the significance of research lines in its quality and not in quantity.
Researcher should know how to apply particular research techniques, but they also need to
know which of these methods or techniques, are relevant and which are not, and what
would they mean and indicate and why?
Meaning of Research
“Research is common parlance refers to a search for knowledge. In fact research is an act
of scientific investigation.”
To decide objective of the study
To decide research design &

application
To decide source of data collection
To decide from of data

collection
To organize & collect data
To process & analyze report
To prepare the research

report

1.To decide objective of the Study:-

This step is also research problem. problem definition is the most critical part of the
research process. research problem definition involves specifying the information needed
by management. The main objective of the study are:
 To study the awareness of Maruti Suzuki & AGR automobiles in Varanasi.
 To find out the level of customer satisfaction with the offers, discount and services
offered by Maruti Suzuki & AGR automobiles.
2. To decide research design & application:-

Research design involves defining the research problem, determining how to collect the
data and from whom, establishing the way the data will be analyzed estimating costs and
the preparation of the research approach. For this study, descriptive research was selected.
3. To decide Source of data there are two source of data
 Primary Data
 Secondary Data
Primary data:-
Primary data is the original data collected specifically for the problem.
Reason for selecting primary data:-

In terms of primary data a questionnaire has been used to interview desire sample units
that give accurate and up to data information as well better to research problem.
Research approaches: - Primary data can be collected in five main ways: through
Observation, focus groups, surveys, behavioral data, and experiments.
Research instruments:- Marketing researchers have a choice of three main research
Instruments in collecting primary data:
 Questionnaires: - A questionnaire consists of questions presented to respondents for
their answers. Because of its flexibility, the questionnaire is by far the most common
Instrument used to collect primary data. Questions can be open-ended or closed-
Ended.
 Qualitative measures: - Some marketers prefer more qualitative methods for

gauging consumer opinion because consumer actions do not always match their
answers to survey questions. Qualitative research techniques are relatively
unstructured measurement approaches that permit a range of possible responses,
and they are a creative means of ascertaining consumer perceptions that may other-
Wise be difficult to uncover.
 Mechanical devices: -Mechanical devices are occasionally used in marketing

research .Mechanical devices like galvanometers measure the respondent’s interest
or emotions aroused by exposure to a specific ad or picture.
Secondary data:-
Data potentially useful in solving a current problem but that were collected for a different
purpose.
Reason for selecting secondary data:-
Secondary data can be gathered quickly and inexpensively, compared to primary data, it is
clear useful to study analyzing the recent development in the telecom industry.
Contact methods:- Once the sampling plan has been determined, the marketing researcher
must decide how the subject should be contact:
 Mail questionnaire: - The mail questionnaire is the best way to reach people who
would not give personal interviews or whose responses might be biased or distorted
by the interviewers. Mail questionnaires require simple and clearly worded
questions.
 Telephone interview: - Telephone interviewing is the best method for gathering

information quickly; the interviewer is also able to clarify questions if respondents
do not understand them. The response rate is typically higher than in the case of
mailed questionnaires.
 Personal interview: - Personal interviewing is the most versatile method. The

interviewer can ask more questions and record additional observations about the

respondent, such as dress and body language. Personal interviewing takes two
forms. In arranged interviews, respondents are contacted for an appointment, and
often a small payment or incentive is offered. Intercept interviews involve stopping
people at a shopping mall or busy street corner and requesting an interview.
 Online interviews: - There is increased use of online methods. There are so many
ways to use the Net to do research. In this method, researcher can include a
questionnaire on its Web site and offer a people to answer the questionnaire.
4.To decide from of data collection:-

For this project survey method was selected which was carried through person interview.
Because information from different customers was required.
5. To organize & collect data:-
Once the researcher has formulated and development a research design including
questionnaire second thing he has to decide whether he has to collect the information.
From all the targeted customers. There can be two types of survey are possible.
 Sample Survey
 Census Survey
“For this project sample Survey war chosen”
Characteristics of the sample survey are:-

 It is cheaper than census survey
 It requires less time
 It is economical
 More detail information can be collected
Deciding the sample plan requires following decisions

Sample unit “Who is to be surveyed”

Sample
Sample is the true representation of the population by studying of the sample we can
predict the behavior of the population.
Sample Size: 100 (in this case)
Method of Sampling:-
In this project, the survey was done within the market that means probabilistic
convenience Sampling was carried out.
6. To process & analyze data:-
After the data was collected it was tabulated, analyzed and interpreted to the conclusion
reach.
Techniques Applied
 Bar Chart:- A chart in which the length of the bar represents the amount of the item
associated with the bar.
 Pie Chart:- A circle divided in to sections, such that each section represent the
percentage of the total area of a circle associates with one variable.
Types of Research
Along with this there may be 3 type of research methodology these are :-
Exploratory Research
Descriptive Research
Casual Research
“Our research is based on the exploratory research.”
Exploratory Research
“The objective of this research is to gather preliminary information that will help us to
define the problem and to suggest any hypothesis.”Which means first we have to define
the problem and research objective? Then we have to develop the research plan for
collecting information. Now after collection data we have to interpret those data for any
suggestion,
Questionnaire
Being an esteem customer of Maruti Udyog Limited you are requested to take
out a few minutes and fill the following questionnaire.
Q.1) How long have you been associated with Maruti?
Q.2.)How would you rate Maruti on the following parameter

Strongly Disagree Neither agree Strongly
Disagree agree agree
Nor
disagre
e
Knowledgeable sales person
Employees spent enough time
with you: before sales
During sales
After sales
Display of merchandise is
attractive
Availability of the product
Variety/selection of
merchandise
Vehicle in good condition
Prices are affordable
Attractive discounts offered
Décor of the waiting area is
pleasing
Offered a test drive
Post sales follow ups are done
regularly

Q.3)Are you aware of the following facilities provided by maruti
Yes No
Maruti insurance
Extended warranty
True value
Maruti finance
Genuine accessories
Q.4) What is your overall opinion about Maruti?
Very Bad Bad Neither Bad Good Very Good

Nor Good
1 2 3 4 5
Date Sign

Q.1) How long have you been associated with Maruti?
Less 1 to 3 3 to 5 5 to 10 10 and
than years years years above
1year
Knowledgeable sales 33 24 21 9 3
person

Knowledge
0%
0% 0%
14%
disagree agree agree
Nor
disagre
e
Knowledgeable sales 0 0 0 84 14
person
86% people agreed that the sales persons are knowledgeable and 14%
strongly disagreed that the sales persons are knowledgeable.

Does employ
time with y
0%
disagree agree agree 4%
Nor
disagre
34% e
Employees spent enough time 0 0 0 64 36
with you: before sales
64% people agreed that the sales persons spent enough time with them before the sales and 36%
strongly agreed with this.

Does employ
time with y
0%
4%
34% Nor
disagre
e
with you: during sales

Does employ
time with
0%
Strongly Disagree Neither

24% agree Strongly
Nor
disagre
e
with you: after sales
54%

Displayof
0%
0%
Strongly Disagree Neither agree Strongly 6%
Nor
disagre
e
Display of Merchandize 0 0 0 94 6
94% agreed that the display of merchandize was attractive and 6% strongly agreed that the
display of merchandize was attractive.

Availability
0%
5%
Nor
disagre
e
Availability of the Product
0 4 0 91 5
91% agreed that the availability of the product was there, 5% strongly agreed that the availability
was there while only 4% said they disagreed with this.
91%

Variety
0%
7% 6

Nor
disagre
e
Variety/Selection 0 6 0 87 7
of
Merchandize
87% agreed that there was variety/selection of merchandize whereas 7%

strongly agreed that enough variety was there and 6% disagreed with this.
87%

Vehicle in Go
0% 0%
2%
Strongly Disagree Neither 16%
agree Strongly
Nor
disagre
e
Vehicle in Good Condition
0 2 0 82 16
82% agreed that the vehicle was in good condition when delivered ,16%
strongly agreed with this whereas only 2% disagreed with this.

Are prices of Mar

afford
0%
12%
Nor
disagre
e
Prices Are Affordable 0 12 15 21 52

52%
64% strongly agreed that the prices are affordable , 21% agreed that the prices are affordable
whereas only 15% said that they neither disagreed nor agreed with this.

Does Maruti
disco

Nor
27%disagre
e
Attractive Discounts Offered 0 26 0 47 27
55% agreed that the discounts offered are attractive , 34% strongly agreed with this while 11%
disagreed and said that the discounts offered were not attractive.
47%

Is décor of the
plea
0%
0% 0%
20%Nor
disagre
e
0 0 0 80 20
Décor Of The Waiting Area Is
Pleasing
80%agreed that the décor of the waiting area was pleasing while 20%
strongly agreed that the décor of the waiting area was pleasing

Do Maruti offe
time
0%
6%
Nor
disagre
e
0 20 0 74 6
Offered A Test Drive
74%agreed that the test drive was offered to them ,6% strongly agreed
that the test drive was offered while 20% disagreed with this.
74%

Post Sales
0%

disagree agree 26% agree
Nor
disagre
e
0 15 0 59 26
Post Sales Follow Up Done
59%agreed that the post sales follow ups are done regularly , 26% srongly
agreed and 15%disagreed with this.

What is your overall opinion about Maruti?
Very Bad Bad Neither Bad Good Very Good

Nor Good
1 2 3 4 5
0 0 24 44 F 32

QUESTIONNAIRE ANALYSIS & INTERPRETATION
FINDINGS
Findings
 There is 54% of satisfied customer’s of Maruti Suzuki.
 The demand for the diesel variant is more for most of the models but the firm has
limited number of the models having diesel variants. The customers are also looking
for the gas models which will be suitable for LPG and CNG. So the firm should
think for the diesel and gas variants.
 Most of people think Maruti Suzuki pricing are economical so they are loyal to his
brand. While other people give emphasis to the after sale service. Quality and other
features are also a trait for the buyers.
 There is large no of customer’s are satisfied with the performance of the car, data is
concerned with those customers who are the existing customers of Maruti Suzuki
and data is also concerned with new customers.
 Servicing comes in after sales services,dealer provides this services to customers so

there is necessary for dealer to provide the vehicle at the promised time because it
makes the relationship better with the customers.
 There should be good relation between customer and dealer because it helps to
increase the sales of company and also helpful for making the customer relationship
management.
 There is important to know the after sales services of the company it shows the
customers satisfaction and also shows the customer relationship management.

Bibliography
www.google.com
www.marutiudyog.com
Automobile Magazines
Marketing Management by Philip Kotler
Kothari. C. R, Research Methodology, New Age International(P) Ltd., New Delhi

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SALES PROMOTION IN MARUTI

1. Pathankot vehicleades (p) ltd.pathankot (Punjab).

2. J&k vehicleades (p) ltd., udhampur (j&k).

3. Jamkash vehicleades (p) ltd., Srinagar with its dealer’s workshop at

4. Jamkash vehicleades (p) ltd., Srinagar with its dealer’s workshop at

B.C. road Jammu and channi himat.

5. Kangra vehicleades at nagrota bhawan (H.P).

6. AAA vehicleades, New Delhi.

7. Extension counters: Rajouri/ Poonch, R.S.pura (j&k) Betala, Fethe garh

churian, Gurdaspur (Punjab), Chamba (H.P).

8. Maruti Driving School, Jammu & one is coming up in Srinagar.

M.B.S Business School Page 1

• Best Performance schemes.

• Best Market share top city category-C.

• Excellence in Service Lowest Customer complaints/10000 serviced &

• Best all round performance.

• Best performance in W/R sales.

• Best Exchange Performance.

• Best service marketing works managers meet (North 2).

• Outstanding performance in institutional sales.

• Dealer spares off take 4 crores-6 crores. (Top 2 growth dealers).

• All model sales award winner D category.

• Most consistent efforts in rural marketing. All India winners.

• All India best HR practices winner category B.

M.B.S Business School Page 2

• Best market share award top category C.

• Star award for service & repair.

• Highest MGA off take per vehicle.

• Best W/R & Sales performance.

• Best government sales.

• Highest MGA off take per vehicle (>3000vehicles).

• Mr.G.S.Bawa Mgr. Sales has won the “best Sales Manager

• All India winners in most consistent efforts in rural marketing.

• Recently won 8 awards by Maruti Suzuki India ltd. In a dealer’s

Apart from the awards the administration is also contributing a lot in

M.B.S Business School Page 3

OVERVIEW OF AUTOMOBILE INDUSTRY

Economic liberalization, increase in per capita income, various tax relief

M.B.S Business School Page 4

discount offers made by dealers all together have resulted in to a stupendous

Automobile industry of India can be broadly classified under passenger

Passenger vehicle section is majorly ruled by the car manufacturers capturing

M.B.S Business School Page 5

THE POPULAR CAR MANUFACTURERS IN INDIA ARE:

Ford India Private Ltd: It was originally an American company. It entered

M.B.S Business School Page 6

Tata Motors Limited: It is India's largest automobile company, the largest

M.B.S Business School Page 7

Maruti Suzuki India Limited is a publicly listed automaker in India. It is a

Maruti Suzuki plant in Gurgaon

Maruti Suzuki is one of India's leading automobile manufacturers and the

M.B.S Business School Page 8

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

M.B.S Business School Page 9

It’s manufacturing facilities are located at two facilities Gurgaon and

M.B.S Business School Page 10

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

M.B.S Business School Page 11

M.B.S Business School Page 12

The leader in Automobile industry, Creating Customers delight and

M.B.S Business School Page 13

2. Established distribution & after sales network.

3. Understanding of the Indian market.