41651119 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

http://B.C.Road.it/


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,


http://automobiles.mapsofindia.com/automobile-companies-in-india/car-manufacturers/hyundai-motors.html

http://automobiles.mapsofindia.com/automobile-companies-in-india/car-manufacturers/hindustan-motors.html

http://automobiles.mapsofindia.com/automobile-companies-in-india/car-manufacturers/general-motors.html

http://automobiles.mapsofindia.com/automobile-companies-in-india/car-manufacturers/ford-india.html

http://automobiles.mapsofindia.com/automobile-companies-in-india/car-manufacturers/fiat-india.html


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


http://automobiles.mapsofindia.com/automobile-companies-in-india/car-manufacturers/toyota-kirloskar-motors.html

http://automobiles.mapsofindia.com/automobile-companies-in-india/car-manufacturers/tata-nano.html

http://automobiles.mapsofindia.com/automobile-companies-in-india/car-manufacturers/tata-motors.html


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


http://en.wikipedia.org/wiki/May_10

http://en.wikipedia.org/wiki/Initial_public_offering

http://en.wikipedia.org/wiki/Japan

http://en.wikipedia.org/wiki/Suzuki

http://en.wikipedia.org/wiki/Government_of_India

http://en.wikipedia.org/wiki/Gurgaon

http://en.wikipedia.org/wiki/2007

http://en.wikipedia.org/wiki/September_17



http://en.wikipedia.org/wiki/South_Asia

http://en.wikipedia.org/wiki/Manufacturing

http://en.wikipedia.org/wiki/Automobile

http://en.wikipedia.org/wiki/India

http://en.wikipedia.org/wiki/Automaker

http://www.brandsoftheworld.com/download/brand/165031.html

http://en.wikipedia.org/wiki/File:Marutisuzuki.jpg


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.


http://en.wikipedia.org/wiki/Maruti_Alto

http://en.wikipedia.org/wiki/Maruti_800

http://en.wikipedia.org/wiki/South_Asia

http://en.wikipedia.org/wiki/Pakistan

http://en.wikipedia.org/wiki/Premier_Padmini

http://en.wikipedia.org/wiki/Hindustan_Ambassador

http://en.wikipedia.org/wiki/Kei_car

http://en.wikipedia.org/wiki/Suzuki_Alto


http://en.wikipedia.org/wiki/May_10


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.



http://en.wikipedia.org/wiki/December_14


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 –

Urban

Rural

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

Product

RS. 2- 3 lacs.

/annum

RS. 3-5 lacs.

/annum

RS. 5 - > 5

lacs. /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 car.

Durability and

Performance

A car which gives

Durability in low cost.

A2 A consumer who

wants Small &

spacious car.

Spaciousness . A spacious small car

without extra cost.

A3 A consumer who

wants more comfort

car

Design, Style

and Luxury.

A car design with style

and luxury.

SUV Lifestyle Oriented

consumers.

Rigidness,

Luxury and

Comfort .

A Vehicle that provides

the luxury and Comfort

of a car.

C-Class A consumer who

wants car for

commercial use

More spacious

car.

A big car with reasonable

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

METHODS

MEANING OBJECTIVES

1. Price-off Offers Offering product at

lower than the normal

price.

To encourage immediate

sales, attract non-users, etc.

2. Premium Offer of an article of

merchandise as an

incentive in order to sell

product/service.

To encourage purchase,

stimulate loyalty, off-season

sales promotion.

3. Coupons When the consumer is

entitled to redeem a

specific standard

certificate for a

product/article free or in

part payment.

To encourage product trail,

build loyalty, trade-up

regular users, stimulate re-

purchase rate.



SALES

PROMOTION

METHOD

MEANING OBJECTIVES

4. Discounts Other than normal trade &

cash discount.

To push more sales to trade, early cash

recovery.

5. Dealer Sales

Contests

Where participating dealers

are invited to compete in

terms of the sales

performance

To increase sales, buy dealer’s loyalty,

motivate dealer’s staff to sell more.

6. Trading stamps They are a kind of discount

coupons offered to

consumers linked with

quantum of their purchase.

To encourage consumer loyalty to

certain retail stores.



7. Consumer contests &

lucky draws

Where individuals are

invited to compete on the

basis of creative skills. The

latter is based on the

chance or luck factor.

To create brand

awareness & stimulate

interest in the brand

usage & benefits,

promote advertising

theme of the company

8. Point-of-Purchase Those special displays,

racks, banners, exhibits, that

are placed in the retail store

to support the sale of a

brand.

To attract traffic at retail

store, remind customers,

ensure additional visibility

to the advertising

campaign.

9. Dealer gifts Offer of useful articles &

attractive gifts to dealers for

his personal, family or

office use.

To improve dealer

relations, make impact on

consumer scheme/contest

offered.

10. Refund Offers Offer of a refund of money

to consumer for mailing in a

proof-of-purchase of a

particular product.

To include trail from

primary users, motivate

several product purchases,

obtain 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


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.


To prepare the research report


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,

QuestionnaireBeing 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 parameterStronglyDisagree

Disagree Neither agreeNor disagree

agree Strongly agree

Knowledgeable sales personEmployees spent enough time with you: before salesDuring salesAfter salesDisplay of merchandise is attractiveAvailability of the productVariety/selection of merchandiseVehicle in good condition Prices are affordableAttractive discounts offered Décor of the waiting area is pleasingOffered a test drivePost sales follow ups are done regularly



Q.3)Are you aware of the following facilities provided by maruti

Yes NoMaruti insuranceExtended warrantyTrue valueMaruti financeGenuine accessories

Q.4) What is your overall opinion about Maruti?

Very Bad 1

Bad 2

Neither Bad Nor Good 3

Good

4

Very Good 5

Date Sign



Q.1) How long have you been associated with Maruti?

Less than 1year

1 to 3 years

3 to 5 years

5 to 10 years

10 and above

Knowledgeable sales person

33 24 21 9 3



Stronglydisagree



Knowledgeable sales person

0 0 0 84 14

86% people agreed that the sales persons are knowledgeable and 14%strongly disagreed that the sales persons are knowledgeable.



Stronglydisagree



Employees spent enough time with you: before sales

0 0 0 64 36

64% people agreed that the sales persons spent enough time with them before the sales and 36% strongly agreed with this.



Stronglydisagree



Employees spent enough time with you: during sales

0 4 0 62 34



Stronglydisagree



Employees spent enough time with you: after sales

0 22 0 54 24



Stronglydisagree



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.



Stronglydisagree



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.



Stronglydisagree



Variety/Selection ofMerchandize

0 6 0

87

7

87% agreed that there was variety/selection of merchandize whereas 7%strongly agreed that enough variety was there and 6% disagreed with this.



Stronglydisagree



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.



Stronglydisagree



Prices Are Affordable 0 12 15

21

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.



Stronglydisagree



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.



Stronglydisagree



Décor Of The Waiting Area Is Pleasing

0 0 0

80

20

80%agreed that the décor of the waiting area was pleasing while 20%strongly agreed that the décor of the waiting area was pleasing



Stronglydisagree



Offered A Test Drive

0 20 0

74

6

74%agreed that the test drive was offered to them ,6% strongly agreedthat the test drive was offered while 20% disagreed with this.



Stronglydisagree



Post Sales Follow Up Done

0 15 0

59

26

59%agreed that the post sales follow ups are done regularly , 26% sronglyagreed and 15%disagreed with this.



What is your overall opinion about Maruti?

Very Bad 1

Bad 2

Neither Bad Nor Good 3

Good

4

Very Good 5

0

0 24 44 F 32



QUESTIONNAIRE ANALYSIS & INTERPRETATION

FINDINGSFindings

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


http://www.marutiudyog.com/

http://www.google.com/

41651119 final report maruti suzuki

Documents

best government sales

best wr sales performance

jamkash vehicleades

best service marketing

best performance schemes

best exchange performance

best sales manager award2007

jk vehicleades p