MANAV RACHNA INTERNATIONAL INSTITUTE OF RESEARCH

AND STUDIES

Submitted in partial fulfilment of the

Requirement for the award of the
degree of

MASTER’S IN BUSINESS
ADMINISTRATION

Under the Guidance of Submitted by-

Prof. Deepti Dabas Hazarika MAYANK SHARMA

17/FMS/MBA/050
 EXECUTIVE SUMMARY

The Indian automotive industry consists of five segments: commercial vehicles; multi-utility
vehicles & passenger cars; two-wheelers; three-wheelers; and tractors. With 7,822,963 units
sold in the domestic market and 753,591 units exported during the first nine months of FY2012.
The two-wheeler sales have witnessed a spectacular growth trend since the mid-nineties. India
is the second largest producer and manufacturer of two-wheelers in the world. Indian two-
wheeler industry has got spectacular growth in the last few years. Indian two-wheeler industry
had a small beginning in the early 50s. The Automobile Products of India (API) started
manufacturing scooters in the country. Bikes are a major segment of Indian two-wheeler
industry, the other two being scooters and mopeds. Indian companies are among the largest
two-wheeler manufacturers in the world. Hero Honda and Bajaj Auto are two of the Indian
companies that top the list of world companies manufacturing two-wheelers. The two-wheeler
market was opened to foreign companies in the mid-1980s. The openness of Indian market to
foreign companies leads to the arrival of new models of two-wheelers into India. Easy
availability of loans from the banks, relatively low rate of interest and the discount of prices
offered by the dealers and manufacturers lead to the increasing demand for two-wheeler
vehicles in India. This led to the strong growth of Indian automobile industry

This research work is also based on comparative study of two-wheeler industry. The title of
this study is “Marketing strategies of Maruti Suzuki India Limited”. The main objective
of this research is to perform the comparative analysis of Hero MotoCorp with other industry
players. Researcher has used the both primary and secondary data to accomplish all the research
objectives. Researcher has done the questionnaire survey to gather the primary data. The
interviews were conducted with the customers of two-wheelers. This study is descriptive in
nature as it includes the questionnaire survey, which is an attribute of descriptive study.
 EXECUTIVE SUMMARY

Marketing is an important aspect of promoting almost any product, service or brand. Most of the
dictionaries also refer to marketing as,

 An activity that involves the public promotion of goods and services, or a brand or a company
or an establishment
 A business of drawing public attention to goods and services and their merits
 A process that calls attention to a good or service
 A process that makes publicity for a said subject (such as a good, service, product, brand,
person, establishment, company or firm)
Thus, from the above definition it can be concluded that marketing is a task that involves making the
public aware and conscious about the subject that is being sold. Neo-classical economists and modern
economists often criticize marketing by calling it a profession that creates awareness about a product
in the consumer's brain, which eventually leads to a craving to own that product. This continual
process eventually leads to increasing demand and eventual scarcity of resources.
 COMPANY PROFILE

Maruti Suzuki India Limited:

Maruti Suzuki India Limited (MSIL, formerly known as Maruti Udyog Limited) is a subsidiary of Suzuki
Motor Corporation, Japan. MSIL has been the leader of the Indian car market for over two and a half
decades. The company has two manufacturing facilities located at Gurgaon and Manesar, south of
New Delhi, India. Both the facilities have a combined capability to produce over a 1.2 million
(1,200,000) vehicles annually.

The company plans to expand its manufacturing capacity to 1.75 million by 2013. The company offers
a wide range of cars across different segments. It offers 15 brands and over 150 variants - Maruti 800,
people movers, Omni and Eeco, international brands Alto, Alto-K10, A-star, Wagon, Swift, Ritz and
Estela, off-roader Gypsy, SUV Grand Vitara, sedans SX4, Swift Dire and Kizashi. In an environment
friendly initiative, in August 2010 Maruti Suzuki introduced factory fitted CNG option on 5 models
across vehicle segments.

These include Eeco, Alto, Estela, Wagon R and Sx4. In fiscal 2009-10 Maruti Suzuki became the only
Indian company to manufacture and sell One Million cars in a year. Maruti Suzuki has employee
strength over 8,500 (as at end March 2011) In 2010-11 the company sold over 1.27 million vehicles
including 1,38,266 units of exports. With this, at the end of March 2011, Maruti Suzuki had a market
share of 44.9 per cent of the Indian passenger car market. Maruti Suzuki's revenue has grown
consistently over the years.
 History of The Company
Maruti Udyog Limited was established in February 1981, though the actual production commenced
only in 1983. It started with Maruti 800, based on the Suzuki Alto key car which at the time was the
only modern car available in India. Its only competitors were Hindustan Ambassador and Premier
Padmini. Originally, 74% of the company was owned by the Indian government, and 26% by Suzuki of
Japan. [12] As of May 2007, the government of India sold its complete share to Indian financial
institutions and no longer has any stake in Maruti Udyog.

Since its founding in 1983, Maruti Udyog Limited has experienced problems with its labor
force. The Indian labor it hired readily accepted Japanese work culture and the modern
manufacturing process. In 1997, there was a change in ownership, and Maruti became
predominantly government controlled. Shortly thereafter, conflict between the United Front
Government and Suzuki started. In 2000, a major industrial relations issue began and
employees of Maruti went on an indefinite strike, demanding among other things, major
revisions to their wages, incentives and pensions.
Employees used slowdown in October 2000, to press a revision to their incentive-linked pay.
In parallel, after elections and a new central government led by NDA alliance, India pursued a
disinvestment policy. Along with many other government owned companies, the new
administration proposed to sell part of its stake in Maruti Suzuki in a public offering. The
worker's union opposed this sell-off plan on the grounds that the company will lose a major
business advantage of being subsidized by the Government, and the union has better protection
while the company remains in control of the government.
The standoff between the union and the management continued through 2001. The
management refused union demands citing increased competition and lower margins. The
central government privatized Maruti in 2002 and Suzuki became the majority owner of Maruti
Udyog Limited.
LITERATURE Review
As of 31 December 2011, 2.267 billion people worldwide had access to the internet. It has assumed
an important channel for marketing and distribution of products and services. That is, primarily, due
to the cost effectiveness of the internet as well as convenience for customers when it comes to
ordering and browsing. A company can also reach out to a broader customer base at a relatively low
cost. The first paper,

The Relationship between E-marketing Strategy and Performance: A Conceptual Framework in a

Web Context

proposes a conceptual framework that links the five factors; internal forces, the external forces, past
web and firm performances, current web (including firm performance) and the 4W’s E-marketing
strategy (Web-Design, Web-Promotion, Web-Price, and Web-CRM). It basically explains that the best
strategy across situations does not exist. Performance levels result from the co-alignment among
strategy and the firm’s

context i.e. the internal and external forces. The identifications of current market position in the
web are an essential issue. Although many e-commerce companies collect cost and usage data
about their websites, few of them understand in any detail how well such information measures
their sites performance. Since the year 2000, investors have been insisting, if not on profits, at least
on objective measures of a sites success in attracting, converting and retaining customers.

McKinsey’s study (Kemmler et al., 2001) shows that while the performance of internet retailers is
improving, most media and content sites are going down. Export Marketing Strategy Determinants
on Firm Export Performance According cavegirl and Zou (1994), export marketing strategy can be
defined as “the means by which a firm respond to interplay of internal and external forces to meet
the objective of the export venture”.

The growing of global trade and sales activity in the world has increasingly accentuated the
importance of exporting for firms and countries alike. Globalization process, global market
competition and the subsequent performance difficulties encouraged by exporters cause
the increasing interest in this subject (Sousa et al., 2008). Exporting is a fundamental strategy in
ensuring firm’ survival or growth, and firms may achieve competitive advantage in international
markets with a positive influence on current and future export performance (Navarro et al., 2009)
and so, many companies have allocated a more attention and resources in order to export their
products to foreign markets (Julian, Orcas, 2003; Julian, Orcas, 2002a; Lages, 2003; Navarro et al.,
2009). Marketing strategy is one of the major elements of export performance and one of the key
factors impacting export performance (Cavusgil, Zou 1994; Thirkell, Dau, 1998; Lee, Griffith, 2004;
Brodrechtova,2008; Salavou, Halikias, 2008). Researches on the significance of the marketing
showed a strong association between export marketing strategy and export performance; a positive
and direct impact of marketing strategy on export performance of the firms in question (Mohamad
et al., 2009; Mavrogiannis et al., 2008; Lages, lages, 2003; Julian, Orcas, 2003; Leonidas et al., 2002;
Cavusgil, Zou, 1994). Salavou and Halikias (2008), in their study, also found that the majority of
exportercompanies that obtained higher profitability, was due to their marketing-based strategies.
In contrast, researchers such as Julian, (2003); Julian and O’Cass, (2003) concluded that export
marketing strategies had no effect onto export performance. Also in the research by Abdul Adis and
Md.Sidin,(2010) revealed that there were no direct or significant relationship between
export marketing strategy(concluding product adaption, promotion adaption, distribution strategy,
design strategy, price competitiveness, support to foreign distributer, target market specification)
and export performance of Malaysian wooden furniture industry.In brief, although a few studies
mention there is not any relationship, most of researchers concludedthat marketing strategy had
significant positive effects on export performance and it was an importantpart of studies that had
been evaluated many times previously.

Impact of marketing strategies on profitability of SME’s:-Mazzarol (2000) observed that “at the
commencement of the new millennium, small businesses arebeing heralded as the engine of
economic growth, the incubator of innovation, and the solution todecades of persistent
unemployment the fulfilment of the enormous potential of the sector has been aconsistent theme
since the commencement of industrial revolution”

In both developing and developed countries, promoting small and medium-sized enterprises (SMEs)
is one of the most viable strategies for achieving national development goals such as economic
development, strengthening the industrial base and local production structure (Hallberg, 2000).
Most of the academic literature and empirical studies relating to organizational behaviour in SMEs
are based upon data gathered in developed countries. Previous research outcomes ought to be
cross-validated and put into another perspective when studying SMEs in a developing country
(Liargovas, 1998). There appears to be little doubt that small businesses do make a large net
contribution to the creation of new jobs compared with large businesses (Birch 1979). Marketing is a
contentious issue among both academics and practitioners when it comes to SMEs (Gilmore et al.,
2001; Siu and Liu, 2005; Chiliya et al., 2009). Marketing theory development in SMEs has been
somewhat limited and often relies on the application of classical marketing models to smaller
businesses (Chaston and Mangles, 2002). Empirical support for the relationship between the
marketing strategy and financial performance of a business has been provided by several studies.
Most of these studies have been based on the Profit Impact of Marketing Strategy and have focused
on company performance in USA (Fariaand Wellington, 2005; Kyle, 2004). Various studies by Shim et
al., (2004), O’Neill et al., (2002) and Patterson and Smith (2001) have suggested that overall business
performance is influenced by the marketing strategy. However, the results of the studies are
inconclusive. According touchily et al., (2009), taking the South African context, Can’t and Brink
(1999) studied the marketing perceptions of grocery shop owners whilst Martins (2000) studied the
retail strategies based on the income and expenditure patterns of consumers. According to Chiliya et
al., (2009), study revealed important shortcomings in the marketing knowledge and practises of
SME’s (Small and medium enterprises) owners/managers in Matane, East London making what few
strategies implemented as a failure. However, this is not the case in other countries; prime examples
being the United Kingdom, Philippine, Australia (Mazzarol. T.,2000; Mitra J., and H. Matlay, 2000),
Srilanka (R. Gajanayake 2010), China (Shigang Yan., andDavid A. S. Chew 2011), Egypt (Amira Kazem.,
and Beatrice vander Heijden 2006) while Holland, Germany and France were included in this
category with the help of Covin, J.G., and Selvin, D.P. (1991) rather detailed paper. The fact,
according to various researches, that SMEs appear to be more efficient users of capital is suggestive
but not conclusive evidence in this respect. And, on the contrary, some studies show that small firms
are less capital-efficient than medium or large units.
 SWOT Analysis

Strengths

 MarutiUdyog limited (MUL) is in a leadership position in the market with a market share of 48.74
 Major strength of MUL is having largest network of dealers and after sales service centers in the
country.
 Good promotional strategy is adopted by MUL to transfer its thoughts to the people about its
products.
 Maruti Suzuki recorded highest number of domestic sales with 9,66,447 units from 7,65,533 units in
the previous fiscal. It recently attained the 10million domestic sales mark.
 Strong Brand Value and Loyal Customer Base are big strengths for MUL
 There are around 15 vehicles in Maruti Product portfolio. Has good product lines with good fuel
efficiency like Maruti Swift, Diesel, Alto etc
 Alto still beats the small car segment with highest number of sales
 MUL is the first automobile company to start second hand vehicle sales through its True-value entity.
 MUL has good market share and hence it’s after sales service is a major revenue contributor.

Weaknesses

 Low interior quality inside the cars when compared to quality players like Hyundai and other
new foreign players like Volkswagen,Nissan etc.
 Government intervention due to having share in MUL.
 Younger generations started getting a great affinity towards new foreign brands
 The management and the company’s labor unions are not in good terms. The recent strikes
of the employees have slowed down production and in turn affecting sales.
 Maruti hasn’t proved itself in SUV segment like other players.
Opportunities

 MUL has launched its LPG version of Wagon R and it was a good move simultaneously
 MUL can start R&D on electric cars for a much better substitute of the fuel.
 Maruti’scervo 600 has a huge potential in tapping the middle class segment and act as a strong
threat to Nano
 New DZire from Maruti will capture the market share and expected to create the same magic
as Maruti Esteem(currently not available)
 Export capacity of the company is giving new hopes in American and UK markets
 Economic growth of the country is constantly increasing and the government is working hard
to increase the gdp to double digit.

Threats

MUL recently faced a decline in market share from its 50.09% to 48.09 % in the previous
year(2011)
 Major players like Maruti Suzuki, Hyundai, Tata has lost its market share due to many small
players like Volkswagen- polo. Ford has shown a considerable increase in market share due to
its Figo.
 Tata Motors recent launches like Nano 2012, Indigo e-cs are imposing major threats to its
respective competitor’s segment
 China may give a good competition as they are also planning to enter into Indian car segment
 Launch of Hyundai’s H800 may result in the decline of Alto sales
 Competitive Environment

The Indian automobile industry is highly competitive with a large number of players in each industry
segment. Most of the global majors are present in the passenger vehicle and two wheeler segments.
In the components industry too, global players such as Visteon, Delphi and Bosch are well established,
competing with domestic players. The presence of global competition has led to an overall increase in
capabilities of the Indian auto sector. Increase in competition has led to a pressure on margins, and
players have become increasingly cost efficient. Quality levels have gone up, and there is an increasing
focus on compliance to TPM, TQM and Six Sigma processes. This has led to an increased confidence
among domestic players, who are now focusing on opportunities abroad. Key players in the
components sector like Bharat Forge and Sundaram Fasteners have become key global suppliers in
their categories.

Large market with significant potential for growth in demand:

India offers a huge growth opportunity for the automobile sector – the domestic market is large and
has the potential to grow further in the future due to positive demographic trends and the current
low penetration levels

.
 Problems of the Organization
 Low interior quality inside the cars when compared to quality players like Hyundai and other
new foreign players like Volkswagen,Nissan etc.
 Government intervention due to having share in MUL.
 Younger generations started getting a great affinity towards new foreign brands
 The management and the company’s labor unions are not in good terms. The recent strikes
of the employees have slowed down production and in turn affecting sales.
 Maruti hasn’t proved itself in SUV segment like other players.
 OBJECTIVE

 To do the comparison with another competitor

 To identify the market position
 To analyse the current competition scenario
 To explore the challenges and opportunities
 To identify the consumer preference
 To identify the marketing strategy of Maruti Suzuki

 To analyze the effectiveness of marketing strategy of Maruti Suzuki

 To assess the customer perception about marketing strategy of Maruti Suzuki

 To recommend the best ways of marketing for Maruti Suzuki

 Scope Of The Study

MAIN OBJECTIVE

To know the position of Maruti Suzuki by analyzing customer satisfaction and competitive
market within the motorbike industry.

SECONDARY OBJECTIVES

1. Analysis of consumer satisfaction and competitive analysis

2. Data collection

3. To find and list the factor that affect buying decisions.

4. Tools used in survey

5. To know the performance of customer and potential customer for different features
offered

6. To find the awareness ofMaruti Suzuki as a brand and its product in Delhi.

7. To analysis public relation image of Maruti Suzuki in the market

8. To analyze the reach of various media types used by Maruti Suzuki

 RESEARCH METHODOLOGY

DATA COLLECTION

The task of data collection begins after a research .a problem has been defined and research
design/plan chalked out. While deciding about the method data collection, the research should
keep in mind two types of data viz., primary and secondary.

The primary data are those, which are collected a fresh and for the first time and thus happen
to be original in character. The secondary data are those which have already been collected by
someone else and which have already been passed through the statistical process.the methods
of collecting primary data are to be originally collected, while in case of secondary data the
nature of data collection work is merely that of compilation

COLLECTION OF PRIMARY DATA

We collected primary data during the course of doing experiments in an experimental research.
We can obtain primary data either through observation or through direct communication with
respondents,or through personal interviews.

COLLECTION OF SECONDARY DATA

Secondary data means data that are already available i.e.they refer to the data which have
already been collected and analyzed by someone else.it may either be published data are
available are available in:
 Various publications
 Technical and trade journals
 Books,magazines& statistics

Tools Used:
The various tools used in conducting the surveys are as follows:-
 Observation method
 Personal interviews
 Questionnaire

 OBSERVATION METHOD
Observation method in the most commonly used method in a survey. Observation becomes a
scientific tool and the method of data collection for the researcher, when it serves a formulated
research purposes systematically planned and recorded and is subjected to checks and controls
on validity and reliability. Under the observation without asking from the respondent.

Marketing consist of 4P’s i.e.

Product

Product of Maruti Suzuki are:-

 Alto K10
 WagonR
 Van
 Omni
 Swift
 Swift Dzire
 Ciaz
 Scross
 Suzuki Acess 125

Price

The price of the Maruti car is between Rs. 210000 to Rs. 1500000. Maruti – 800 was the lowest priced
car of this company until 2004. Alto, Omni, Wagon R, are now the lowest priced cars of the company,
Zen & Esteem are the mid price car of the company. But S Cross is the high price model of the company.
The price of car is decided according to its product variety, quality, design etc.

Place

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

Promotion Strategy:

 Advertising
 TV Ads
 Print Ads
 Radio Ads
 “GharAa Gaya Hindustan”
 “India Comes Home in Maruti Suzuki.”
 Information Advertising, alternative Advertising Options
 BTL - Sponsorships
 TV shows - India’s Got talent
 Place Advertising – Bill boards
 Sales Promotions
 Product warranties
 Premiums (gifts)
 Trade shows
 2,628 workshops that provide customers with maintenance support in 1220 cities.

The promotion includes all communications a marketer used in the market for his products and
services to create awareness, to persuade the customers, to buy and retain in future also. For
improvement in the position of sales or progress of business this method is used. The message is given
to target group regarding the features and benefits of the products or services. Without
communication, the features, benefits and schemes would not be known to the customers and
objectives of launching of products or services and increasing sales would not be completed. When
communication creates awareness then only the interest would be created and customers would take
the decision for buying. For promotion different methods of communication can be used. The
promotional strategy of Maruti Suzuki is very effective. The company emphasise on road safety and
environment friendly products. The company has launched road safety mission under which 5,00,000
people will be trained in the next three years. This will be done through two channels - Institute of
Driving Training and Research (IDTR) and the Maruti Driving Schools spread across the country. Of the
5, 00,000 people to be trained, at least 1,00,000 will be people from underprivileged section of society,
who are keen to take driving as a profession. The company has always promoted the concept of
"Reduce, Reuse, Recycle" (3R's). The company has taken help of all the promotional tools like radio,
television, road shows, print media, workshops and seminars to promote their cars.

Rural India is a fast emerging as a focus area in the country’s economy. Maruti knew that there is a
great potential in rural markets & in rural markets, the endorsements of opinion makers takes
precedence over an informed objective judgment. Considering this fact, Maruti Suzuki launched a
panchayat scheme for such opinion makers which covers the village Sarpanch, doctors and teachers
in government instititutions, rural bank officers where in an extra discount is given to make a sell.

As a part of customer engaging strategy and to attract the potential customers Maruti organized
various melas wherein local flavor is added by organizing traditional social activities like
GraminMahotsava are conducted round the year. As a part of promotional approach Maruti Suzuki
promotedSwift& other brands through sponsoring various live programmes (Dancing shows) like
Dance India Dance.

ROAD SHOWS:

The Company organizes road shows to display vehicles in the pavilions during various college festivals
and exhibition.

RADIO:

Radio is one of the biggest medium to communicate. The company goes for radio announcements to
convey about the product features, price, qualities, etc.

PRINT MEDIA:

The company also promotes with the help of print media .Advertisement is given in leading
newspapers as well as they distribute brochures and leaflets at public places to reach the customers.At
times they organize workshops and seminars to display their models and they also offer test drive.
The company also advertises through banners and posters.

MEDIAGRAPHIC PROFILE
Media which most of our target audience consults are

 Tele-Vision

 Set-max
 Sony
 Zee
 Sahara
 Star (Plus, Movies, Sports)
 NDTV 24*7

 Print

 Times of India
 Hindustan Times
 DainikJagran
 Delhi Times
 HT City
Overall Budget Total

 We are going to use a 70 lac-1 crore rupees for our advertising needs for a full page
ad in Delhi Times, TOI, HT, 10-18 lakh – quarter page, half page is about 35-50 lakh.
 10-15 Crores for print media per month
 For 1 second - 5 lacs varies depending on prime time/ importance of event(e.g premier
league) 10 seconds - 50 lacs (teaser ad) and 30 seconds- 60 -70 lacs.
 Maruti Suzuki has long term contracts with some channels so they get discount rates
and if they go through an agency then they pay extra commission and the total costing
in electronic media is about 40-50 crores.
Promotional Events will depend on the location, chief-guest and brand ambassador. Each event’s cost
is around 1-2 crore
QUESTIONNAIRE

Q1. Do you have a Car?

 Yes
 No

Q2. Specify the one?

 Maruti Suzuki
 Honda
 Hyundai
 Others

Q3. Are you planning to buy a car?

 Yes
 No

Q4. Who motivate you to buy the car?

 Your Family
 Peer Group
 Society
 Status
 Friend
 Others

Q5. Are you taking your friend reference before taking purchasing decision about car?

 Yes
 No

Q6. Have you seen any advertisement of MarutiSuzukis?

 Yes
 No

Q7. Do you think that advertisement is good for brand image?

 Yes
 No
  Q8. What do you feel about advertisement of Maruti Suzuki?

 Good
 Better
 Worse
 No Comments

Q9. Does advertising pattern used by MarutiSuzukis impact your repurchasing decision?

 Yes
 No

Q10. Does the use advertising induce you to purchase the product?

 Yes
 No

Q11. The importance in advertising in case of attracts your attention

 Very Important
 Somewhat Important
 Not Important

Q12. The importance advertising in case of improves the brand image

 Very Important
 Somewhat Important
 Not Important

Q13. Consumers’ reasons for preferring MarutiSuzukis for purchasing car

 Advertisement
 Quality
  Availability
 Price
 Others

Q14. Consumers’ sources of awareness of Maruti Suzuki products

 Advertising
 Word-of-Mouth
 Sale Promotion
 Cannot Remember

Q15. Consumers perception of media use in advertising for Maruti Suzuki

 Television
 Radio
 Out door display
 Newspaper
 Magazine

Q16. How much you are affected by the promotional efforts of the Maruti Suzuki?

 High
 Moderate
 Low
 No Effect
 Findings

Q1. Do you have a Car?

No
8%

Yes
92%

92% respondents replied that they have a car.

Q2. Specify the one

Hyundai
11%

Tata Motor Maruti Suzuki

34% 55%

55%
respondents replied that they have Maruti Suzuki but 34% respondents replied they have Maruti
Suzuki.

Q3. Are you planning to buy a car?

 Planning to buy a car

No
0%

Yes
100%

100% respondents replied that they are planning to buy a car.

Q4. What motivates you to buy a car?

40%

35%

30%

25%

20%
35%
15%
26%
10%
16%
13%
5% 10%

0%
Your Family Peer Group Society Status Friend
35%
respondents replied that their status motivate them to buy a car but 26% respondents replied that
their society motivate them to buy a ca
Q5. Are you taking your friend reference before taking purchasing decision about car?

Friend Refernce

No
35%

Yes
65%

65% respondents replied that they taking their friend reference before taking purchasing decision
about car.

Q6. Have you seen any advertisement of Maruti Suzuki?

No
0%

Yes
100%

100% respondents replied that they have seen the advertisement of Maruti Suzuki.
Q7. Do you think that advertisement is good for brand image?

Yes 95%

No 5%

Advertisement is good for brand image

No
5%

Yes
95%

95% respondents replied that advertisement is good for brand image.

Q8. What do you feel about advertisement of Maruti Suzuki in comparison to other companies?

50%
45%
40%
35%
30%
25%
45%
20%
15% 30%
10% 20%
5%
5%
0%
Good Better Worse No Comments

30% respondents think that the advertisement of Maruti Suzuki is better but 45% respondents think
that the advertisement of Maruti Suzuki is good.
9. Does advertising pattern used by Maruti Suzuki impact your repurchasing decision?

No
20%

Yes
80%

80% respondents replied yes that advertising pattern used by Maruti Suzuki impact their
repurchasing decision.

Q10. Does advertising induce you to purchase the product?

No
21%

Yes
79%

79% respondents replied that advertising did induce them to purchase the product.
Q11. How important or successful is advertising in attracting their attention?

Not Important
16%

Very Important
45%

Somewhat
Important
39%

45% respondents replied that advertising is very important or very successful in attracting their
attention

Q12. How important according to you, is advertising in improving the brand image of Maruti.

Not Important
22%

Very Important
43%

Somewhat
Important
35%
43% respondents replied that advertising is very important in case of improves the brand image.

Q13. Consumers’ reasons for preferring Maruti Suzuki for purchasing car.

40%

35%

30%

25%

20%
35%
15% 30%

10% 20%
15%
5%

0%
Advertisement Quality Availability Price

35% respondents replied that they prefer Maruti Suzuki for their quality but 30% respondents replied
that they prefer Maruti Suzuki for their advertisement.

Q14. Consumers’ sources of awareness of Maruti Suzuki products

50%
45%
40%
35%
30%
25%
45%
20%
15% 30%
10% 20%
5%
5%
0%
Advertising Word-of-Mouth Sale Promotion Cannot Remember

45% respondents replied that advertising is the source of awareness for Maruti Suzuki product.Q15.
Q 15. Consumer’s perception of media use in advertising for Maruti Suzuki

60%

50%

40%

30%
50%
20%

10% 20%
10% 10% 10%
0%
Television Radio Out door Newspaper Magazine
display

50% respondents replied that television is the most effective media channel for use in advertising for
Maruti Suzuki.

Q16. How much are you affected by the promotional efforts of the Maruti Suzuki?

60%

50%

40%

30%
55%

20%

25%
10%
15%
5%
0%
High Moderate Low No Effect

55% respondents are moderately affected by the promotional efforts of the Maruti Suzuki but 25%
respondents are highly affected by the promotional efforts of the Maruti Suzuki.
 RECOMMENDATION

 Company should follow the principles of marketing. Four P’s principles should satisfy to lead
the market.
 TV was found to be the most attractive advertising channel by people amongst all used by
various automobiles companies.
 Success of Maruti Suzuki assures that ad campaign has a lot to do with their success. People’s
response definitely conveys that advertisement today definitely is a force to reckon with and
utmost importance has to be given to them to assure success of a firm.
 Today the prices of petrol are increasing speedily. Company should manufacture more diesel
engine cars and gas engine vehicles.
 Easy Finance scheme should launch more and more. Because easy finance is most competitive
tool to increase the sale.
 Proper service facility is also the key factor, which contributes in the increment of sale. A
company can increase its sale by providing good & proper service facility. In this case, Maruti
Suzuki is the leading company.
 Company should manufacture the car model as per the requirement of the customer.
Customer satisfaction is the pivot of the economy. So, company should concentrate on the
satisfaction level of the customer.
 When it comes to increasing reputation or creating brand image for a car, TV should be given
superiority than any other medium what so ever.
 Sports people were found to be of the highest credibility by most of the people. So, they
should be used more and more in advertisement of Cars.
 People are mostly attracted by patriotism theme and cultural theme in ads. So, this should be
used exclusively to achieve greater success as is evident by the success of Maruti Suzuki
already.
 Bibliography

 Wikipedia
 http://www.marketing91.com/swot-analysis-maruti-suzuki/
 http://www.slideshare.net/dbhabuk/4ps-of-maruti-suzuki