SUMMER TRAINING REPORT

ON
STUDY OF MARKETING STRATEGIES ADOPTED BY
MARUTI UDYOG LIMITED

Submitted in partial fulfillment of the requirement of the

DEGREE OF BACHELOR OF COMMERCE

SUBMITTED TO:

SUBMITTED BY

(Deptt. Of Commerce)

Amit
ROLL NO. :
B.Com Hons 5 th Sem.

Maharshi Dayanand University, Rohtak (MDU)

DECLARATION
I Amit, Roll No. B.Com Hons 5th Sem. Pt. N.R.S Govt
College,, Rohtak M.D. University, Rohtak hereby declare that the Summer
Training Report entitled STUDY OF MARKETING is an original work
and the same has not been submitted to any other institute for the award of any
other degree.

Signature of Incharge
Signature of the Candidate

ACKNOWLEDGEMENT

I would like to express my deep sense of gratitude to (Deptt. Of Commerce), for

helping me at each and every step to carry out the work. I am highly obliged to all the
respondents whose responses have become the bases of the project.
I am thankful to All Staff & Members of Deptt. Of Commerce for their help and guidance
right from the stage of beginning to the drafting of the Final Report.
This project report is the result of cooperation & coordination of all mentioned above.

PREFACE
Quite frequently, these days people talk of research, both in academics and outside. It is of
high importance to pay due attention to designing and adhering to the appropriate methodology
through the research for improving the quality of the research. I feel encouraged by the
immense belief in me from my teachers for giving me the opportunity to conduct the study. My
research is to Study of Marketing Strategies Adopted By MUL.

CONTENT
SR.NO

PARTICULARS

1.

EXECUTIVE SUMMARY

2.

OBJECTIVES OF THE STUDY

3.

SIGNIFICANCE OF THE STUDY

4.

COMPANY PROFILE

5.

INTRODUCTION

6.

MARKETING STRATEGIES OF MUL

7.

RESEARCH METHODOLOGY

8.

DATA ANALYSIS & INTERPRETATION

9.

SUGGESTIONS & RECOMMENDATIONS

10. FINDINGS & CONCLUSION

11. BIBLIOGRAPHY & ANNEXURE

Executive Summary
In anticipation of rapid growth, the passenger car market in India is crowded with 18
companies trying to establish themselves. Most companies have joint ventures with Indian
partners and have entered the market in the last two years. The number of new entrants over a
narrow time window of two years is unprecedented. Demand forecasts vary and analysts
expect anywhere between 2 and 3.5 million cars to be sold in the next five years. Equity
holding for the international partner is usually over 50% and they retain significant managerial
control. Most of them have introduced cars in the $13,500 to $33,000 price range, which is
viewed as a luxury segment in India. Automobile companies have also chosen to establish
exclusive dealerships. Initially, companies have chosen to import completely knocked down
(CKD) kits and assemble them in India. However, this strategy is not effective in the long run
since such imports attract 50% duty. The major implications are that a shake out is likely and
that companies would need to have alternate plans, including introduction of cars in other
market segments, lower prices, and exports from India if they cannot establish themselves in
the domestic market. The supplier industry is very small and needs to develop simultaneously
on all fronts including rapid capacity expansion, acquisition of technology, improvement in
manufacturing practices, quality and productivity, adoption of lean manufacturing, and
developing product design capabilities to meet the needs of assemblers. Therefore, a critical
requirement for rapid growth of the industry is adequate assembler involvement in the suppler
industry.

OBJECTIVES OF THE STUDY

Major Objective
To find out the best suitable strategy which MUL adopted for increasing the sales
and also find out the factors, which company should consider while selling or
marketing its products.

Sub-Objectives

To study the factors influencing company while making the marketing strategies.

To know the preferences of the consumers so as to adopt a better strategy to

increase the sales and market shares.

SIGNIFICANCE OF THE
STUDY
Automobile industry is an emerging industry. It is growing very fastly. MUL is the LEADING
CO. in the automobile car industry. By studying the marketing strategies of MUL, one can
understand the business scenario with following objectives.

This study will tell us about the changing business pattern.

This study gives the knowledge of various marketing strategies adopted by MUL.

This study will tell about the new competitors in automobile industry.

This study will tell about how to increase the market share.

COMPANY
PROFILE

COMPANY PROFILE
Maruti Udyog Limited
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 due not only 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

world).

A license and a Joint Venture agreement were signed between Government of India
and Suzuki Motor Company (now Suzuki Motor Corporation of Japan) in Oct 1982.

The objectives of MUL then were:

Modernization of the Indian Automobile Industry.

Production of fuel-efficient vehicles to conserve scarce resources.

Production of large number of motor vehicles, which was necessary for

economic growth.

Maruti Udyog Limited, a subsidiary of Suzuki Motor Corporation of Japan, has been the leader
of the Indian car market for about two decades. Its manufacturing plant, located some 25 km
south of New Delhi in Gurgaon, has an installed capacity of 3,50,000 units per annum, with a
capability to produce about half a million vehicles.
The company has a portfolio of 11 brands, including Maruti 800, Omni, premium small car
Zen, international brands Alto and WagonR, off-roader Gypsy, mid size Esteem, luxury car
Baleno, the MPV, Versa, Swift and Luxury SUV Grand Vitara XL7.
In recent years, Maruti has made major strides towards its goal of becoming Suzuki Motor
Corporation's R and D hub for Asia. It has introduced upgraded versions of WagonR Zen and
Esteem, completely designed and styled in-house.
Maruti's contribution as the engine of growth of the Indian auto industry, indeed its impact on
the lifestyle and psyche of an entire generation of Indian middle class, is widely acknowledged.
Its emotional connect with the customer continues
Maruti tops customer satisfaction again for sixth year in a row according to the J.D. Power
Asia Pacific 2005 India Customer Satisfaction Index (CSI) Study.
The company has also ranked highest in India Sales Satisfaction Study.

The company's quality systems and practices have been rated as a "benchmark for the
automotive industry world-wide" by A V Belgium, global auditors for International
Organization for Standardization.
In keeping with its leadership position, Maruti supports safe driving and traffic management
through mass media messages and a state-of-the art driving training and research institute that
it manages for the Delhi Government.
The company's service businesses including sale and purchase of pre owned cars (TrueValue),
lease and fleet management service for corporates (N2N), Maruti Insurance and Maruti
Finance are now fully operational. These initiatives, besides providing total mobility solutions
to customers in a convenient and transparent manner, have helped improve economic viability
of The Companys dealerships.
The company is listed on Bombay Stock Exchange and National Stock Exchange.

VISION
The leader in the Indian Automobile industry,
Creating Customers Delight and shareholders wealth; A Pride of India.

Our core values

Customer obsession
Fast, flexible and first mover.
Innovation and creativity.
Networking and Partnership.
Openness and Learning.

MARUTI IN INDIA
Maruti Suzuki. Once a leader, always a leader
Maruti Udyog Limited, a subsidiary of Suzuki Motor Corporation of Japan, has been the
leader of the Indian car market for about two decades. Its manufacturing plant, located
some 25 km south of New Delhi in Gurgaon, has an installed capacity of 3,50,000 units
per annum, with a capability to produce about half a million vehicles.

Maruti Factory at Gurgaon

The company has a portfolio of 10 brands, including Maruti 800, Omni, premium small
car Zen, international brands Alto and WagonR, off-roader Gypsy, mid size Esteem,
luxury car Baleno, the MPV, Versa and Luxury SUV Grand Vitara XL7.
At the end of 2003-04, Maruti had a market share of over 55 per cent of the Indian
passenger car market. The company sold over 4,20,000 passenger cars in the domestic

market in 2003-04. It also exported over 51,000 vehicles (highest ever since it started
exports in 1986) during the year, raising the cumulative tally of exported vehicles to over
3, 30,000.

In recent years, Maruti has made major strides towards its goal of becoming Suzuki
Motor Corporation's R and D hub for Asia. It has introduced upgraded versions of
WagonR Zen and Esteem, completely designed and styled in-house.

Maruti's contribution as the engine of growth of the Indian auto industry, indeed its
impact on the lifestyle and psyche of an entire generation of Indian middle class, is
widely acknowledged. Its emotional connect with the customer continues

Customers have rated the company number one in customer satisfaction yet again in the
J D Power Survey 2004. Maruti is the only market leader in the world to be ranked
number one in customer satisfaction, and the only company to top customer satisfaction
rankings for five years in a row. The company has also been ranked number one in J D
Power Sales Satisfaction Survey 2004.
Maruti products including Maruti 800, the Zen and the Esteem have been rated best cars
in their category in Total Customer Satisfaction Survey 2004 conducted by TNS Automotive.

The company's quality systems and practices have been rated as a "benchmark for the
automotive industry world-wide" by A V Belgium, global auditors for International
Organization for Standardization.

In keeping with its leadership position, Maruti supports safe driving and traffic
management through mass media messages and a state-of-the art driving training and
research institute that it manages for the Delhi Government.

Maruti's channel partners own and manage 303 sales outlets across 189 Indian cities. The
service network covers over 1000 towns and cities, bolstered by 1923 authorized service
outlets.

The company's service businesses including sale and purchase of pre owned cars
(TrueValue), lease and fleet management service for corporates (N2N), Maruti Insurance
and Maruti Finance are now fully operational. These initiatives, besides providing total
mobility solutions to customers in a convenient and transparent manner, have helped
improve economic viability of the company's dealerships.

Maruti had a successful fiscal in 2003-04. Maruti's Total Income (net of excise) during
the year was Rs. 97,510.2 million (*US $ 2.17 billion), a growth of 31 per cent over the
previous year. The company's Net Profit during this period was Rs. 5421.8 million (*US
$ 120.5 million), up 270 per cent over 2002-03.
The company is listed on Bombay Stock Exchange and National Stock Exchange.

PRODUCTS

MARUTI 800 - Change your life

The Maruti 800 has gone beyond being just a car; it has
actually changed the lives and lifestyles of countless
people, by bringing the joy of motoring to millions
across the length and breadth of the country. Standing
testimony to this claim is the fact that more than 2
million Maruti 800s have been sold till date. Today,
India's best selling car continues to be the final word on
value and economy at the entry-level segment.

OMNI - Fits All

The Omni is truly India's original Multipurpose Vehicle.
Today it is available in 6 avatars - 5 Seater, 8 Seater,
Cargo, Ambulance, CNG and LPG. It meets diverse
needs across different user segments and can double up

both as a people carrier and a goods carrier. This faithful

workhorse is easy on the pocket, yet tough on the job.

ALTO - Let's go
The Alto is a great combination of economy, practicality
and styling. A runaway success on the roads of Europe,
it exemplifies the benchmark in build, quality and
reliability in a compact car. This is testified by the 24hour endurance record set on August 03, 2003 of
covering 3082 kms in 24 hours at an average speed of
128 kmph.

WAGON R - Inspired Engineering

The Wagons original tall body design, spaciousness,
ergonomically designed interiors and flexible seating all
set it apart from the other cars. It compliments the
buyer's unique personality and enables him or her to live
a multidimensional life, by the sheer excellence of its

engineering and its versatility.

ZEN - Surrender to the new Zen

If you're looking for a car with drop-dead looks and
unmatched
performance, then you need not look beyond the Zen.
With its new contemporary and aggressive look, the Zen
preserves its core values of driver appeal, unmatched
reliability

and

economy.

And

600,000

satisfied

customers in India and around the world bear testimony

to this fact.

VERSA - The joy of travelling together

Experience the joy of traveling together in a Versa.
Equipped with twin ACs, large sliding doors and
flexible seating, the Versa encourages families and
friends to enjoy long drives and getaways together. In
spite of being so spacious, its design allows for easy

maneuverability in the city.

ESTEEM - Fall in Love Again

Undoubtedly one of India's favorite entry-level "C"
class vehicles, the Esteem is the perfect combination of
power, comfort and economy. It's also the preferred
choice of rally drivers across the country for its
performance and reliability. The Esteem offers the
option of an 85 bhp petrol engine for those who desire
power and a 57 bhp diesel for those who value
economy. Not surprisingly, it tops its class in quality
surveys.

BALENO - Surprising Performance

India's true performance sedan is upward mobility,
redefined.

The

13

advanced

noise

reduction

technologies ensure the cabin is quiet and peaceful. And

the flat torque of 132 Nm allows one to enjoy 94 bhp of

refined power. Enjoying a cult following among those

who appreciate technology as an art form, the Baleno is
a truly awesome performer.

GYPSY - There's a gypsy in everyone

Be it the wild outdoors or the urban jungle, the Gypsy
King glides by with ease. The adventurous streak runs
through all the Gypsy siblings. This 1300cc off-road
vehicle combines the raw power of 80 bhp (at 6,000
rpm) with superb 4-wheel drive maneuverability and a
rugged frame (it's available in both soft and hard top
versions). Its useful fifth gear, of course, delivers
overdrive for on-road cruising.

GRAND VITARA XL-7 - Live the grand life

Live the grand life with the new Grand Vitara XL-7.
This luxurious 7-seater, 4 wheel drive sports utility

vehicle comes equipped with a powerful V6 engine, 166

bhp of power and 236 Nm of torque. Which enables you
to conquer any terrain with utmost ease. Enjoyed by
both the adventurous and the successful, the new
restyled Grand Vitara XL-7 is now available in India
directly imported from Suzuki, Japan.

EXPORT OPERATIONS
In August 2003 Maruti crossed a milestone of exporting 300,000 vehicles since its
first export in 1986. Europe is the largest destination of Marutis exports and
coincidentally after the first commercial shipment of 480 units to Hungary in 1987,
the 300,00 mark was crossed by the shipment of 571 units to the same country. The
top ten destinations of the cumulative exports have been Netherlands, Italy,
Germany, Chile, U.K., Hungary, Nepal, Greece, France and Poland in that order.
The Alto, which meets the Euro-3 norms, has been very popular in Europe where a
landmark 200,000 vehicle were exported till March 2003. Even in the highly developed
and competitive markets of Netherlands, UK, Germany, France and Italy Maruti vehicles
have made a mark. Though the main market for the Maruti vehicles is Europe, where it is
selling over 70% of its exported quantity, it is exporting in over 70 countries.
Maruti has entered some unconventional markets like Angola, Benin, Djibouti, Ethiopia,
Morocco, Uganda, Chile, Costa Rica and El Salvador. The Middle-East region has also
opened up and is showing good potential for growth. Some markets in this region where
Maruti is, are Saudi Arabia, Kuwait, Bahrain, Qatar and UAE.
The markets outside of Europe that have large quantities, in the current year, are Algeria,
Saudi Arabia, Srilanka and Bangladesh. Maruti exported more than 51,000 vehicles in

2003-04, which was 59% higher than last year. In the financial year 2003-04 Maruti
exports contributed to more than 10% of total Maruti sales.

MONTHLY SALES 2005-06

5-Apr 5-May 5-Jun 5-Jul 5-Aug 5-Sep 5-Oct 5-Nov 5-Dec 6-Jan 6-Feb
A1

Maruti 800

6910

6116

6387

6294

7084

7423

9087

7397

7252

8262

6074

Omni,
Versa

4838

5435

4492

6043

5402

6022

6376

5250

4638

5401

4079

A2

Alto,
Wagonr,
Zen, Swift

22280 26030 24703 25477 26558 29456 31531 28019 28367 31539 23897

A3

Baleno,
Esteem

2331

2236

2191

2534

2475

3168

3058

2437

2459

3027

2288

Total
Passenger
cars

36359 39817 37773 40348 41519 46069 50052 43103 42716 48229 36338

Gypsy,
MUV
Vitara
Domestic
Export
Total Sales

613
189
222
205
198
324
256
465
535
297
270
36972 40006 37995 40553 41717 46393 50308 43568 43251 48526 36608
1218 2280 3395 4200 4792 2885 1235 3823 2828 1583 4487
38190 42286 41390 44753 46509 49278 51543 47391 46079 50109 41095

INTRODUCTION

INTRODUCTION
The Government of India's new automobile policy announced in June 1993 attracted a large
number of automobile companies to India. These include General Motors and Ford, and three
Japanese, six European and two Korean companies. Chrysler is also seeking to enter the
country with a suitable Indian partner. In addition, there are three existing Indian companies,
Hindustan Motors, Premier Automobiles and Telco, and one Indo-Japanese venture, Maruti
already in the passenger car market. Maruti is by far the biggest player with about 70% of the
market share. As of April 1996, a total of 18 Automobile companies have either begun
operations in India or plan to start soon. The number of new entrants and the level of
investment within a very narrow time window of two to three years are unprecedented and
seems unique to India. Compared to three major models available in the Indian market until
recently, customers can now choose from a wide variety of products. Some of the entry barriers
faced by automobile companies in India are relatively high levels of import duties, a nascent
ancillary industry, and product modifications required for relatively poor road conditions and
high levels of heat and dust. On the other hand, a rapidly growing middle class, rising per
capita income, and high levels of latent unsatisfied demand with customers starved of world
class options promise enormous opportunities. For instance, from current sales of around
300,000 passenger cars in 1996-97, sales are expected to rise to anywhere between 850,000 to
1.7 million vehicles by the year 2000. Automobile companies have announced plans to install
capacity of around 900,000 vehicles by the year 2000. The number of cars sold over the next
four years is going to be anywhere between 2 and 3.5 million vehicles.

It is not certain how exactly demand will grow and on what factors it will depend, and whether
there is room for so many players. The supplier industry also faces enormous challenges to
keep pace with rapid growth. Manufacturing practices will have to change considerably to
come closer to lean production. It is also possible that some companies will increasingly use
India as a base for exporting vehicles to other countries. These issues will become clear as the
future unfolds. At this stage, we describe and analyze the entry strategies of multinational
companies in the Indian automobile industry.

MARKETING
STRATEGIES
OF
MARUTI UDYOG LTD.
(MUL)

ENTRY STRATEGY
Entry strategy for international markets is a comprehensive plan, which sets forth the
objectives, goals, resources, and policies that will guide a company's international business
operations over a future period long enough to achieve sustainable growth in world markets.
The time horizon we have used for entry strategy research is 1 to 3 years. For a company, each
product in each foreign market has a different entry strategy. The corporate international entry
strategy is a combination of the different entry strategies of its various products in various
foreign markets. There are various elements of entry strategy. In this paper, we have considered
the following elements:

Choice of product

Choice of target market

Choice of an entry mode to penetrate the target country

Timing of entry

Magnitude of investment and area of competitive emphasis

Marketing plan to penetrate the target market

Control system to monitor performance in the target market

The various factors which concern by mul while developing the marketing stratigies for
its products are:1) Market segmentation
2) Disposable income of the customers
3) Competitors strategies
4) Level of income
5) Company vision and mission
6) Life cycle stage of product and company

THE MAIN STRATEGIES ADOPTED BY MUL IS:-

1) PRODUCT MODIFICATION for Maruti800, Wagon R, ZEN, Esteem and Alto.

In this strategy MUL modify its product as requirement of customer from time to time.

The other important strategies are:A) MARKET PENETRATION for Grand Vitara.
B) BRAND REPOSITIONING of Maruti800.

Implications
There are 18 automobile companies working for a market whose size by the most optimistic
estimates are around 1.7 million vehicles per year by the year 2000. Clearly, sufficient room for
so many players is not there. This means companies will need to have clear strategies on what
they will do if they are not able to establish a viable market presence. One alternative is to use
India as a manufacturing base to supply cars to other countries in South East Asia, Middle East
and perhaps the Eastern block countries.
The other major implication is that automobile companies need to pay attention to the
development of the supplier industry. Rapid growth in assemblers' capacity is possible only if
suppliers are able to keep pace with them. The strategy used by Suzuki in 1980 of facilitating
joint ventures between its major suppliers in Japan and some Indian companies is a good one.
However, the supplier industry needs to grow, acquire new technology, improve manufacturing
practices, quality and productivity, and restructure itself into first, second and third tier
companies. There is also a lot of pressure on suppliers from assemblers to acquire product
design capabilities. Simultaneous, fast development on so many fronts is possible provided
assemblers facilitate the process.
Automobile companies may also need to rethink their strategy of introducing models
successful in developed economies into India. High quality roads allowing driving speeds of
over 50 miles per hour over long stretches are still rare. These models are still perceived as
high priced luxury cars by the middle class. For car sales to really take off, tailored products at
lower prices may be an alternative. Automobile companies are also not paying enough

attention to vehicles other than passenger cars. There is likely to be a lot of opportunities in
products like jeeps, light commercial vehicles, buses and trucks. These markets are growing
fast and there is relatively little competition.

Future Research
This research throws up some interesting areas for future work. One area is comparison of
strategies adopted by automobile companies in India and in other emerging markets, and also
in Western and emerging markets. Another area of research is the comparison of strategies of
companies from various countries, like US, Europe, Japan, and Korea in India. With the
passage of time, research can try to establish linkages between entry strategy and performance.
One of the most interesting questions will be to research the response of automobile companies
to the shake out which many industry analysts expect.

Review of the Existing

Literature
Maruti adopts new strategies to boost
sales
Venkatachari
Jagannathan
22
August 2002

If not prestige, pester power is what Maruti Udyog Ltd

(MUL) is employing to make people drive their Maruti cars. Indias No 1 carmaker, now
hawking a couple of its models for a discount, has tied up with Appu Ghar, a New Delhibased amusement park. The tie-up is to offer discounted tickets to those who come in a
Maruti vehicle.
According to the scheme, families driving in their Maruti cars will have the privilege of
heavily subsidized tickets to various rides inside Appu Ghar and Oysters, a water game
park.

A special ticket counter for families coming in their Maruti cars has been opened at Appu
Ghar. Here they can get discounted tickets for various rides Rs 60 per person (normal
rate: Rs 150 per person) and for Oysters Water Games for Rs 60 per person (Rs 250 per
person). A complimentary Coke with each ticket is an added bonus.
To add to the excitement, MUL has also organized a simple contest for visitors. One can
participate in the contest by simply guessing the number of footballs packed in the
WagonR Pride, Mauls latest offering, which is put on display at Appu Ghar. Ten
participants with correct (or closest) answer will be awarded Maruti Genuine Accessories
worth Rs 10,000 each. The scheme is open till 31 August 2002.
MUL says the company has been actively involved in child-related activities. Early this
year, MUL took over the refurbishment and maintenance of the childrens park at India
Gate by adding quality infrastructure like new swings, an amphitheatre, slides, a library
and a nature centre. The company has been organizing quiz and painting competitions for
school children in the childrens park and at various auto carnivals organized by MUL
throughout India.
The company, in the meantime, has opened its first True Value (used car outlet) in
Rajasthan along with K P Automotives. Every vehicle bought from this outlet will carry
a one-year warranty and three free services. The company also organizes finance for
vehicle purchase.
Maruti True Value will also offer benefits for sellers of pre-owned cars. Under the
scheme, Maruti cars that are less than four years old, having driven up to 60,000 kms and

not changed two previous ownerships, will be accepted for purchase. Designated
engineers from MUL will be present at True Value outlets. They will conduct a standard
120-point check of a vehicle brought to the outlet.
Under the scheme, the seller will have the option to be paid in cash, or get a True Value
car in exchange or a brand new Maruti car in exchange.

RESEARCH
METHODOLOGY

RESEARCH METHODOLOGY
For any kind of research activity some research methods are adopted for getting
some results and conclusions. Since a properly conducted marketing research is
a valuable tool for top management in making critical decisions, so the
importance of choosing right type of Research Methodology. It is the
systematic way of solving research problems. As the importance of accurate
and precise information gathered through the marketing process has been
increasing progressively and gradually because of an increase in the
marketing function and the cost of business decision, research methodology
needs a sure elaboration.

Statement of the Problem: To study the various aspects affecting the development of Marketing Strategies
of MARUTI UDYOG LIMITED.

Nature of the Study: -

It was Descriptive Research. The basic aim is to describe the facts which affect
the Marketing Strategies.

RESEARCH METHODOLOGY: Data Collection: In order to study the marketing strategies, a simple random
survey has been conducted in Haryana, with the help of Questionnaire.
Sampling: The respondents were selected keeping in mind the various
demographic variables for the purpose of the study.
Sample Size: For the current study, I have taken 20 Distributors.
Duration: The Research work took 2 months, starting from 15 February to 15
April.
Research design
To ensure the smoothness in the research activities one must have a good
research design, as a firm foundation of the overall framework of plan used for
the collection and analysis of data in the marketing research project.
Incorporated in any research design should be problem definition, a plan for
gathering and analysis of data, a time framework and a budget estimate.

Data Collection
This topic pertains to the collection of various datas whether it is Primary or
Secondary pertinent to the subject of the research study. Before collecting the
primary data, we should collect the secondary data, that is, which will be
available through:

Books, magazines and newspapers

Information is collected through investigation and discussion with

people.

ANALYSIS
&

INTERPRETATIO
N

ANALYSIS & INTERPRETATION

1. DO YOU HAVE KNOWLEDGE OF MARKETING
STRATEGIES OF MARUTI UDYOG LIMITED?

Yes

No

INTERPRETATION
About 90% Distributors know the marketing strategies of

MARUTI UDYOG LIMITED.

2. ON WHICH P OF MARKETING MARUTI UDYOG

LIMITED EMPHASIZE?

PRODUCT

PLACE

PRICE

PROMOTION

INTERPRETATION
MUL give equal importance to all the 4 Ps.

3. WHAT IS THE BEST PRODUCT OR COMPANY

IDENTITY PRODUCT OF THE COMPANY?

MARUTI 800
ZEN

GRAND VITARA
ALTO

INTERPRETATION
MARUTI 800 IS THE BEST OR COMPANY IDENTITY
PRODUCT OF THE COMPANY.

4. ON WHICH STAGE MARUTY-800 IS AT PRESENT?

INTRODUCTION

GROWTH

MATURITY

DECLINE

INTERPRETATION
MAJORITY SAYS MARUTI-800 IS ON DECLINE STAGE.

5. WHAT STRATEGY IS ADOPTED FOR MARUTI800?

ANS.
...

INTERPRETATION
PRODUCT MODIFICATION & MARKET PANETRATION
ARE THE MAIN STRATEGIES OF MUL.

6.

RANK

THE

FOLLOWING

IN

ORDER

OF

PREFERENCE.

Maruti800

Alto

Swift

Wagon R

INTERPRETATION
ALTO IS THE MOST PREFERABLE CAR OF THE
MARUTI UDYOG LIMITED.

7. ACCORDING TO YOU WHO ARE THE CLOSEST

COMPETITOR OF MARUTI?

HYUNDAI

FIAT

TATA

FORD

INTERPRETATIONS
HYUNDAI

AND

TATA

COMPETITORS OF MARUTI.

ARE

THE

CLOSEST

8. WHY THIS COMPANY IS CLOSEST COMPETITOR?

GIVE REASON.
ANS .

INTERPRETATION
EFFECTIVE

ADVERTISING

&

ADVANCE

TECHNOLOGY ARE THE MAIN STRATEGIC TOOLS OF

THE CLOSEST COMPETITORS.

9. WHAT IS THE PROMOTION MIX OF MARUTI?

1. ADS

2. DISTRBUTION CHANNELS

3. AFTER SALE SERVICES

4.

INTEGRATED

SERVICES

INTERPRETATION
ADVERTISING

IS

PROMOTIONAL

TOOL

THE
OF

MOST

EFFECTIVE

MUL

MARKETING

STRATEGY.

10.

WHICH MEDIA IS USED BY THE COMPANY IN

ITS ADVERTISING TOOL?

TV

MAGAZINE

NEWSPAPERS

INTERNET

INTERPRETATION
TV IS THE MAIN ADVERTISING MEDIA OF MARUTI
UDYOG LIMITED.

11. ARE YOU DESIGINING THE SPECIFIC MARKETING

STRATEGIES TO PANETRATE THE MAJOR RURAL MARKETS
OF INDIA?

1. YES

2. NO

INTERPRETATION
MARUTI IS DESIGNING THE SPECIFIC MARKETINF
TO PANETRATE THE MAJOR AREA OF RURAL
MARKETS IN INDIA.

12. IN WHAT RATIO YOU IMPLEMENT YOUR

MARKETING STRATEGIES FOR DIFFERENT
OBJECTIVES?
MARKET SHARE
CUSTOMER SATISFACTION
POSITIONING

PROFIT MAXIMISATION
BRAND

INTERPRETATION
MARUTI

UDYOG

MARKETONG
MARKET

LIMITED

IMPLEMENTS

STRATEGY EQUALLY TO ACHIVE

SHARE,

CUSTOMER

SATISFACTION

BRAND POSITIONING OBJECTIVES.

13.WHAT ARE YOUR CORE COPMETENCIES?

ANS.

INTERPRETATION

&

BRAND LOYALITY, HIGH QUALITY, LOW PRICING &

EASY AVAILIBILITY ARE THE CORE COMPETENCIES
OF MUL.

FINDINGS & CONCLUSIONS

Most Distributors are satisfied with the marketing strategies of MUL.
Low cost of the spare parts is the main reason for purchase of Maruti car.
Tata & Hyundai are the closest competitor of Maruti.
Low price is the main advantage of MUL for being market leader.
People are more attracted towards the promotional strategies.
Advertising, After Sale Services and Easy availability are the main tools of
promotion mix of MUL.
Brand Loyalty, High Quality, Low Pricing & Easy Availability are the

core competencies of MARUTI UDYOG LIMITED.

SUGGESTIONS & RECOMMENDATIONS

Maruti should adopt new innovative strategies to maintain its

market share.

It should reduce its cost of production to increase its profits.

It should provide unique features to satisfy its customers.

It should provide more accessories to its customers.

More ads should be given to increase its publicity.

 Maruti should provide new promotional strategies to increase its

sales.

Limitation of The Study

Area for market was limited. A wide geographical area needed to be
surveyed.
There can be some chances of misleading information because some of
the respondents were responding according to their interest.

Time period for project was not sufficient. Enough time was required
for the detailed study of this project.

 It was tried to cover the wide number of respondent even than there
could be some chances of biasness.
The information collected from users based on their intentions which
affect the results.

BIBLIOGRAPHY
&
ANNEXURE

Bibliography

BOOKS
Marketing Management

By: Philip Kotler.

Marketing Research -Principles, Application and cases

By: Dr. D.D.Sharma

Research Methodology

By: C.R.Kothari.

WEBSITES
www.google.com
www.marutiudyoglimited.com
www.indiatimes.com

Newspapers
Magazines
Company Catalogues

ANNEXURE

QUESTIONNAIRE
NAME OF THE DISTRIBUTOR
..

LOCATION
..

DATE
..

1. DO YOU HAVE KNOWLEDGE OF MARKETING

STRATEGIES OF MUL?
ANS.
2.

Yes
ON

WHICH

No
P

OF

MARKETING

MUL

EMPHASIZE?
ANS.

PRODUCT
PRICE

PLACE
PROMOTION

3. WHAT IS THE BEST PRODUCT OR COMPANY

IDENTITY PRODUCT OF THE COMPANY?
ANS.

MARUTI 800

GRAND VITARA

ZEN

ALTO

4. ON WHICH STAGE MARUTY-800 IS AT PRESENT?

ANS.

INTRODUCTION

GROWTH

MATURITY

DECLINE

5. WHAT STRATEGY IS ADOPTED FOR MARUTI800?

ANS. ...
6. RANK THE FOLLOWING IN ORDER OF
PREFERENC..
ANS.

Maruti800
Swift

Alto
Wagon R

7. ACCORDING TO YOU WHO ARE THE CLOSEST

COMPETITOR OF MARUTI?
ANS.

HYUNDAI

FIAT

TATA

FORD

8. WHY

THIS

COMPANY

IS

CLOSEST

COMPETITOR? GIVE REASON..

ANS
..
9. WHAT IS THE PROMOTION MIX OF MARUTI?
ANS. ADVERTISINGS
AFTER SALE SERVICES

DISTRBUTION CHANNELS
INTEGRATED SERVICES

10. WHICH MEDIA IS USED BY THE COMPANY IN

ITS ADVERTISING TOOL?
ANS. TV

MAGAZINE

NEWSPAPERS

11. ARE

YOU DESIGINING

INTERNET

THE

SPECIFIC

MARKETING STRATEGIES TO PANETRATE

THE MAJOR RURAL MARKETS OF INDIA?
ANS.

YES

NO

12. IN WHAT RATIO YOU IMPLEMENT YOUR

MARKETING STRATEGIES FOR DIFFERENT
OBJECTIVES?
ANS.

MARKET SHARE

PROFIT MAXIMISATION

CUSTOMER SATISFACTION

BRAND

POSITIONING

13.WHAT ARE YOUR CORE COPMETENCIES?

ANS. ..

THANK YOU