July 4

MARUTI SUZUKI

2012
MARUTI SUZUKI SALES

To be the leader in the Indian Automobile Industry creating customer delight and shareholders wealth; A pride of India

PREFACE
If we can compare marketing to a long train with a multiple compartment then each bogie represents a different aspect of marketing. Marketing strategy formulation depends upon the every aspect of related terms and, marketing research plays vital role to connect each compartment to form a cohesive functional unit. The automotive industry is at the center of Indias new global dynamic. It plays major roles in retaining manufacturing industry growth over 12.5% per annum. The motivation behind the project was to gain clear understanding about marketing research. Through this project I have tried to understand the complexities involved in gathering of data for drawing inferences .The final objective is to produce a result that is accurate, useful, and free from bias. The project has been presented in a simple format & gives a clear-cut idea about Maruti Suzuki (An Indian automotive brand).

Maruti Suzuki India Limited subsidiary of Suzuki Motor Corporation of Japan, is India's largest passenger car company, accounting for over 45% of the domestic car market. The company offers a complete range of cars from entry level Maruti 800 and Alto, to hatchback Ritz, A star, Swift, Wagon-R, Estillo and sedans DZire, SX4 and Sports Utility vehicle Grand Vitara. 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 Limited was renamed Maruti Suzuki India Limited. The companys headquarters are located in New Delhi.

Acknowledgment
I owe a great many thanks to many people who helped & supported me during the preparation of my project.

My deepest thanks to Guidance teacher Mr.

the Guide of the

project for guiding and correcting various documents of mine with attention and care. He has taken pain to go through the project and make necessary correction as and when needed.

I would also like to thank my Institution & my faculty members without whom this project would have been a distant reality.

Vision of Maruti
To be the leader in the Indian Automobile Industry creating customer delight and shareholders wealth; A pride of India.

INTRODUCTION
Maruti Suzuki Limited formerly known as MarutiUdyog Limited was established as a Government Company in February 1981 with Maruti 800, Indias first affordable worldclass car, rolled off in the year 1983. MaurtiUdyog is the highest car manufacturer in Asia outside Japan and Korea. The keys of first Maruti car was handed over to Mr. Harpal Singh of Delhi by the then Prime Minister Mrs. Sonia Gandhi on 14th December, 1983.

COMPANY PROFILE
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. The company's headquarters are in Gurgaon, Haryana (near Delhi). Maruti Suzuki is one of India's leading automobile manufacturers and the market leader in the car segment, both in terms of volume of vehicles sold and revenue earned. Until recently, 18.28% of the company was owned by the Indian government, and 54.2% by Suzuki of Japan. The Indian government held an initial public offering of 25% of the company in June 2003. As of May 10, 2007, Govt. of India sold its complete share to Indian financial institutions. With this, Govt. of India no longer has

stake in Maruti Udyog. Maruti Udyog Limited (MUL) was established in February 1981, though the actual production commenced in 1983 with the Maruti 800, based on the Suzuki Alto kei car which at the time was the only modern car available in India, its' only competitors- the Hindustan Ambassador and Premier Padmini were both around 25 years out of date at that point. Through 2004, Maruti has produced over 5 Million vehicles. Marutis 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.

SWOT Analysis
Maruti Suzuki is the market leader in India and has an amazing brand equity. Maruti is known for the service it provides and is synonymous with Maruti 800 the

longest running small car in India. Here is a SWOT of maruti suzuki, its strengths, weaknesses, opportunities and threats.

Strengths
market share of 48.74 Major strength of MUL is having largest network of dealers and after sales ited (MUL) is in a leadership position in the market with a

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

first automobile company to start second hand vehicle sales through

its True-value entity. 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. brands.

Younger generations started getting a great affinity towards new foreign

The management and the companys labor unions are not in good terms. The

recent strikes of the employees have slowed down production and in turn affecting sales.

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 competitors segment

Indian car segment sales.

VISSION AND MISSION OF MARUTI SUZUKI

The Company Mission:

To provide a wide range of modern, high quality fuel efficient vehicles in order to meet the need of different customers, both in domestic and export markets. .

The Company Vision:

We must be an internationally competitive company in terms of our

products and services. We must retain our leadership in India and should also aspire to be among the global players

Objective
The main objective of industrial visit is to know about the management being practiced in the Maruti Suzuki Industrial Limited manages their operations and how the resources are managed.

Achievements
MSIL rated best in following JD POWER 2009 studies: 1. 2009 India Customer Satisfaction (CSI) Award 2. 2009 India Quality Study (IQS) 3. 2009 India Automotive Performance Execution and Layout (APEAL) 4. Wagon R achieved No 1 rank in compact car segment 5. Ritz achieved No 1 rank in premium compact segment 6. Swift Dzire achieved No 1 rank in entry mid-size segment 7. SX4 achieved No 1 in mid-size segment 8. 2009 India Vehicle Dependability Study

JOINT VENTURES
From the very beginning, Maruti Suzuki has worked in close association with its vendor partners in the areas of technology, quality and cost. Maruti Suzuki has entered into 16 joints ventures to name few: 1. Asahi India Glass Ltd.- Glass 2. Bharat Sales Ltd.- Seats 3. Caparo Maruti Ltd.- Large Sheet Metal 4. Denso India Ltd.- Auto Electricals

Maruti Suzuki have 254 vendors spread all over India.

Production Process
The production process in Maruti Suzuki is set and it works on assembly line processing and involves the following steps:

Step1:- BLANKING
Steels coils are cut into blanks of various shapes and sizes by blanking machines.

Step 2:- PRESSING

Blanks are pressed into various panels by presses. Dies- to give shapes to the car models

Step 3:- WELDING

Pressed panels are welded together to form body shells like chassis, doors etc.

Step 4:- PAINTING

Body shells are painted in various shades using automatic painting machines and robots.First coat of painting on white body, second and third after first coat.Heating zone in paint shop.

Step 5:- ASSEMBLING

Various components like harness, glasses, instrument panel, suspension, engine, wheels, seats, etc. are assembled in the painted body to make complete vehicle.

Step 6:- VEHICLE INSPECTION

Assembled vehicles are tested for their functionality and road worthiness. Fitment of seats, AC gas filling etc.

Step 7:- DRUM TESTER

Inspection of brakes and other functions of vehicle.

Step 8:- EMISSION CHECK

Check of emission conformity, followed by slower test, final appearance test and finally handed over to sales and dispatched. The process time from blanking to rolling out of a vehicle is 12 hours.

Observations
MSIL has its value system properly established and due to this it is able to maintain its image in the mind of people. People working at MSIL are very dedicated towards their work and they feel MSIL as their home and organizational goals are personal ones.

Services offered

I. Current sales of automobiles: Manufactured locally:

1. 800 (Launched 1983) 2. Omni (Launched 1984) 3. Gypsy (Launched 1985) 4. WagonR (Launched 2002) 5. Alto (Launched 2000) 6. Swift (Launched 2005) 7. Estilo (Launched 2009)

8. SX4 (Launched 2007) 9. Swift DZire (Launched 2008) 10. A-star (Launched 2008)

11. Ritz (Launched 2009) 12. 13. Eeco (Launched 2010) Alto K10 (Launched 2010)

Imported:
1. Grand Vitara (Launched 2007) 2. Kizashi (Launched 2011)

Discontinued car models:

1. 1000 (19901994) 2. Zen (19932006) 3. Esteem (19942008) 4. Baleno (19992007) 5. Zen Estilo (20062009) 6. Versa (20012010) 7. Grand Vitara XL7 (20032007)

Sales and service network:

As of 31 March 2011 Maruti Suzuki has 933 dealerships across 666 towns and cities in all states and union territories of India. It has 2,946 service stations (inclusive of dealer workshops and Maruti Authorised Service Stations) in 1,395 towns and cities throughout India. It has 30 Express Service Stations on 30 National Highways across 1,314 cities in India. Service is a major revenue generator of the company. Most of the service stations are managed on franchise basis, where Maruti Suzuki trains the local staff. Other automobile companies have not been able to match this benchmark set by Maruti Suzuki. The Express Service stations help many stranded vehicles on the highways by sending across their repair man to the vehicle.

Maruti Insurance:
Launched in 2002 Maruti Suzuki provides vehicle insurance to its customers with the help of the National Insurance. Company, Bajaj Allianz, New India Assurance and Royal Sundaram. The service was set up the company with the inception of two subsidiaries Maruti Insurance Distributors Services Pvt. Ltd and Maruti Insurance Brokers Pvt. Limited. This service started as a benefit or value addition to customers and was able to ramp up easily. By December 2005 they were able to sell more than two million insurance policies since its inception.

Maruti TrueValue:
Maruti True service offered by Maruti Suzuki to its customers. It is a market place for used Maruti Suzuki Vehicles. One can buy, sell or exchange used Maruti Suzuki

vehicles with the help of this service in India. As of 31 March 2010 there are 341 Maruti True Value outlets.

Accessories:
Many of the auto component companies other than Maruti Suzuki started to offer components and accessories that were compatible. This caused a serious threat and loss of revenue to Maruti Suzuki. Maruti Suzuki started a new initiative under the brand name Maruti Genuine Accessories to offer accessories like alloy wheels, body cover, carpets, door visors, fog lamps, stereo systems, seat covers and other car care products. These products are sold through dealer outlets and authorized service stations throughout India.

Maruti Driving School:

As part of its corporate social responsibility Maruti Suzuki launched the Maruti Driving School in Delhi. Later the services were extended to other cities of India as well. These schools are modelled on international standards, where learners go through classroom and practical sessions. Many international practices like road behaviour and attitudes are also taught in these schools. Before driving actual vehicles participants are trained on simulators.

SERVICES OF MARUTI SUZUKI

ADD-ON SERVICES
Ask any thing about Maruti. Anytime, call 1800 1800 180 (Toll Free). Mobile +91 Maruti On road Service. Just dial 39891515 for a 24-hour on-road breakdown 9910 20 20 20

service in many cities. No other car company can match this. Maruti Genuine Parts. Maruti Suzuki spares are easily available across the

length and breadth of the country. rate. Express Highway Service introduced with service stations Maruti forever yours service include an extend of warranty with very reasonable

at convenient points on important national highways. Many of the auto component companies other than Maruti Udyog started to offer

components and accessories that were compatible. This caused a serious threat and loss of revenue to Maruti. Maruti started a new initiative under the brand name Maruti Genuine Accessories to offer accessories like alloy wheels, body cover, carpets, door visors, fog lamps, stereo systems, seat covers and other car care products. These products are sold through dealer outlets and authorized service stations throughout India.

Maruti True service offered by Maruti Udyog to its customers. It is a market place

for used Maruti Vehicles. One can buy, sell or exchange used Maruti vehicles with the help of this service in India. As part of its corporate social responsibility Maruti Udyog launched the Maruti

Driving.

FINDINGS
It is observed that The prospective segment is from the business and self employed class. The company should concentrate on the age group 26-34. Maruti should continue to maintain the standard of the service. It is observed that, 42% of the respondent are of opinion that vehicles are as per expectation, and 20% are saying its below expectation. Company should improve its post sales service. The customer highest priority is for the mileage. Maruti Suzuki needs to improve its awareness about Add-on-Services like any time Maruti, MEW etc. Customer are highly satisfied with the service which help in customer retention It is observed that, 46% of the customers are of opinion that Maruti should improve in quality, and 16% of the opinion that Maruti should improve in price. Customers are highly satisfied which help in customer retention. Company has created goodwill among the customers which will help them to recommend car to friends and relatives. Maruti Suzuki needs to educate the customers about the benefits of M-Finance. They can motivate the cash customers to offer M-Finance. It is observed that, 86% of the customers are ready to prefer M-Insurance, 14% are not ready to prefer M-Insurance.

SUGGESTION
After conducting the survey and knowing the market, I realized that: The company should keep in mind the need of young generation. Company should improve the promotion strategy of product. Company should improve the promotion strategy of Add-on services. It will be beneficial for the company to make the warehouse near to the showroom and there should be roof facility, adequate security facility in the warehouse. The Company should know its customers satisfaction level throughout doing periodic surveys. Periodic surveys can treat customer satisfaction directly. Company should improve/upgrades its employees product knowledge, market situation, and its competitors knowledge by giving proper training to employee. Company should upgrade or innovate its new product. The Company should not only concentrate on the customer satisfaction but also the company led to monitor their competitors performance in their areas of operations. The Company should make changes according to the other competitors & according to the customers expectations.

CONCLUSION
It has been observed that most customers are satisfied with pre sales services similarly most of these customers are dissatisfied with the post sales service which is the matter of concern for the company. Maruti Suzuki needs to improve some parts of products specifically the interiors. High customer satisfaction level helps the company to retain its existing customer as well as generate new customer through word to mouth

publicity. Customer satisfaction index is a good tool to make improvements in the products and services of the company. And therefore should utilize carefully & kept as confidential as possible.

LIMITATIONS

Though the research was conducted properly, the probability of errors & biases kept is minimum; still some errors occurred because of certain limitation. These are as follows:a) A very short span of time for research. b) This is time-consuming research method & the respondents did not have sufficient time for giving information for such type of research. c) People were reluctant to give responses for such type of research. d) People also did not give proper response for Questionnaire & interview, because of short time. e) Study is restricted to only Amravati city. I have honestly and sincerely tried to present the facts and figures but some error still might have cropped up.

QUESTIONNAIRE
Name : _________________ Gender : ( ) Male ( ) Female Age : ______________ Address : ____________________________________ Occupation : ( ) Private Employee ( ) Govt Employee ( ) Businessman ( ) Professional Monthly Income: ( ) Below 5000 ( ) Between 5000 to 10000 ( ) Between 15000 to 25000 ( ) Above 25000 1. Which Model of Maruti are you using? Car:- 2. From how many years you are using this model? a) 0-2 years b) 2-4 years c) 4-6 years d) 6-8 years 3. Preference for choosing particular car? a) Comfort b) Mileage

c) Feature d) Performance e) Looks f) Price g) Others Please specify:- 4. Are you satisfied with your car? a) Yes b) No

If No, give the reasons for the same a) Comfort c) Feature e) Looks b) Mileage d) Performance f) Price

5. From which of the following add- services are you unaware? a) MTV c) M-Insurance e) Any time Maruti g) MGP b) M-Finance d) Maruti on road services f) MGA h) Maruti Extend warranty

6. Do you prefer M-Insurance over any other insurance option? a) Yes b) No

If No, then why:-. 7. Do you prefer M-Finance over any other finance option? a) Yes b) No

If No, then why:-. 8. Do you prefer to get MGA fitted in your car or any local accessories? a) MGA b) Local

9. What is your Pre-sales experience while purchasing the car? a) Excellent c) Average b) Good d) Below Average

10. What is your Post-sales experience after purchasing the car? a) Excellent c) Average b) Good d) Below Average

11. Are you satisfied with the features of Maruti? a) Comfort. /5 b) Mileage. /5 c) Feature . /5 d) Safety. /5 e) Looks . /5 f) Price. /5 12. How will you rate Maruti on the basis of Value for Money? a) Above Expectation c) As per Expectation 13. Do you find easy availability of spare parts? a) Yes b) No b) Below Expectation

14. Would you like to re purchase the Marutis car? a) Yes b) No

15. Would you like to recommend the Maruti car to your friends/relatives? a) Yes b) No

16. In which sector do you think/feel Maruti should improve? a) Price c) Service b) Quality d) Others

17. Are you satisfied with the overall service of Maruti? a) Excellent b) Good c) Average d) Below Average