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INDEX
1. Introduction About Maruti Suzuki. About Maruti Suzuki Zen. About Hyundai. About Hyundai Santro. 2. Objective of study 3. Research Methodology - a) - b) Research Concepts Opted methodology
4. Data Interpretation & Analysis Analysis & Interpretation 5. Findings 6. Limitations 7. Suggestions & Recommendations 8. Conclusion Bibliography Annexure - Questionnaire
DECLARATION
Rakshpal Bahadur
College of Engg. & Tech. Bareilly hereby declare that the Research report titled A Comparative Study of Marketing Strategy of Santro and Zen. (A case of Bareilly City). is my original work and the same has not been submitted for the award of any other diploma or degree.
ACKNOWLEDGEMENT
My Research report dealing with A Comparative Study of Marketing Strategy of Santro and Zen. (A case of Bareilly City)provides me an exposure in the real world of business. I own a heart-felt gratefulness to some of the people for being present all the time whenever any help was required in completion of the report. A heartfelt thanks to the respondents surveyed whose ideas, critical insights and suggestions have been invaluable in the preparation of this report. Last but not the least a very warm thanks to Mr.Himanshu Dargan (guide) and all the faculty members of RAKSHPAL BAHADUR COLLEGE OF ENGG. & TECH. BAREILLY for providing me Guide lines in Research Report.
PREFACE
This report has been prepared to have a received of what I have done and learnt about A Comparative Study of Marketing Strategy of Santro and Zen. (A case of Bareilly City)
This report contains a basic introduction of Maruti suzuki Zen and including Hyundai Santro.
I hope that this Research report provides sufficient information regarding my work on the project. I would consider my efforts to be fruitful if it proves useful to somebody at some later stage.
INTRODUCTION
a) About Maruti Suzuki. b) About Maruti Suzuki Zen. c) About Hyundai. d) About Hyundai Santro
Maruti Suzuki is India and Nepal's number one leading automobile manufacturer 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 BJP-led government held an initial public offering of 25% of the company in June 2003. As of 10 May 2007, the government of India sold its complete share to Indian financial institutions and no longer has any stake in Maruti Udyog.
Maruti Udyog Limited (MUL)Maruti Udyog Limited 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 Suzuki has produced over 5 Million vehicles. Maruti Suzukis are sold in India and various several other countries, depending upon export orders. Models similar to Maruti Suzukis (but not manufactured by Maruti Udyog) are sold by Suzuki Motor Corporation and manufactured in Pakistan and other South Asiancountries. The company exports more than 50,000 cars annually 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 Suzuki Alto tops the sales charts. 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. Its manufacturing facilities are located at two facilities Gurgaon and Manesar south of Delhi. Maruti Suzukis 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 Suzuki cars. The company is a subsidiary of Suzuki Motor Corporation, Japan, which owns 54.2 per cent of Maruti Suzuki. The rest is owned by 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 Suzuki cars are on Indian roads since the first car was rolled out on 14 December 1983. Maruti Suzuki offers 14 models, Maruti 800, Alto, WagonR, Estilo, Astar, Ritz, Swift, Swift DZire, SX4, Omni,Eeco, Gypsy, Grand Vitara, Kizashi. Swift, Swift DZire, A-star and SX4 are manufactured in Manesar, Grand Vitara and Kizashi are imported from Japan as completely built units(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. Suzukis technical superiority lies in its ability to pack power and performance into a compact, lightweight engine that is clean and fuel efficient. Nearly 75,000 people are employed directly by Maruti Suzuki and its partners. It has been rated first in customer satisfaction among all car makers in India from 1999 to 2009 by J D Power Asia Pacific.
settlement and both the parties agreed that R S S L N Bhaskarudu would serve up to 31 December 1999, and from 1 January 2000, Jagdish Khattar, Executive Director of Maruti Udyog Limited would assume charges as the Managing Director.[14] Many politicians stated in parliament that the Suzuki Motor Corporation is unwilling to localize manufacturing and reduce imports. As of 2011 Gear boxes are still imported from Japan and are assembled at the Gurgaon facility.
Industrial relations
For most of its history, Maruti Udyog Limited had relatively few problems with its labour force. Its emphasis of a Japanese work culture and the modern manufacturing process, first instituted in Japan in the 1970s, was accepted by the workforce of the company without any difficulty. But with the change in management in 1997, when it became predominantly government controlled for a while, and the conflict between the United Front Government and Suzuki may have been the cause of unrest among employees. A major row broke out in September 2000 when employees of Maruti Udyog Ltd (MUL) went on an indefinite strike, demanding among other things, revision of the incentive scheme offered and implementation of a pension scheme. Employees struck work for six hours in October 2000, irked over the suspension of nine employees, going on a six-hour tools-down strike at its Gurgaon plant, demanding revision of the incentive-linked pay and threatened to fast to death if the suspended employees were not reinstated. About this time, the NDA government, following a disinvestments policy, proposed to sell part of its stake in Maruti Suzuki in a public offering. The Staff union opposed this sell-off plan on the grounds that the company will lose a major business advantage of being subsidised by the Government. The standoff with the management continued to December with a proposal by the management to end the two-month long agitation rejected with a demand for reinstatement of 92 dismissed workers, with four MUL employees going on a fast-unto-death. In December the company's shareholders met in New Delhi in an AGM that lasted 30 minutes. At the same time around 1500 plant workers from the MUL's Gurgaon facility were agitating outside the company's corporate office demanding commencement of production linked incentives, a better pension scheme and other benefits. The management has refused to pass on the benefits citing increased competition and lower margins.
Services offered
Imported
1. Grand Vitara (Launched 2007) 2. Kizashi (Launched 2011)
The Maruti Zen is a 5-door hatchback produced and sold in India by Indian automaker Maruti Suzuki. It has acquired significant popularity in India since the nameplate was first introduced in 1993. The word "ZEN" is an acronym standing for Zero Engine Noise. It also stands for the Japanese word "Zen" which derives from the Sanskrit word "Dhyana" and means "To figure out something by meditation or by a sudden flash of enlightenment." Also sold as Suzuki Cervo Mode, in many parts of the world a blockbuster in its segment, the first generation Maruti Zen was introduced in 1993 [MH410]. In Europe, the car sold as the Suzuki Alto. In 1997 Body Colour Bumpers. In 2000 its cost (of LX model) was around Rs 3,80,000. The best part of the Zen is it remained in trend for over a very long period without any changes in Exterior Design or looks. It underwent a facelift in 2003. The production of this model ended in March 2006 Zen had a diesel variant which used the Peugeot's TUD5 (PSA TU engine) engine. The Zen quickly became a hit with the Indian Racing Scene, highly modified versions of the 993 cc G10B engine topping 100+ Bhp. In June 2003, a three door sports version of the Zen in VXi segment was launched, prices at 3.9 Lakh (ex-showroom, New Delhi); there were two models released which differed only in colors 1. Zen Carbon (black) 2. Zen Steel (silver)
Maruti has launched the newer version of Zen Estilo with new engine, new look and new features in India. The all new Maruti Zen is packed with new KB-Series engine that offers high engine performance with increased fuel efficiency. Maruti Zen Estilo has a look of miniaturized family van because of its smooth, simple lines and the mono form design. Maruti Zen Estilo is a blend of the jellybean and tallboy designs, which gives it a unique stance and look. Zen Estilo comes with plush, premium interiors. Maruti Zen has a two-tone colour theme and its seats have been redesigned for providing better support and a fresh new upholstery to match the dual tone theme of the interior. Aiming to further strengthen its leadership in the hatchback car segment, Maruti Udyog Ltd launched the Maruti Zen, called Zen Estilo. Zen Estilo is roomier than the previous model Zen and sports a 1.0L, 998cc, KB Series petrol engine. Zen Estilo is longer and offers more boot space and superior air conditioning. It delivers 68 bhp and its low-end torque makes it ideal for Indian city conditions. Maruti Zen Estilo has a 998cc, three-cylinder engine and five-speed manual gearbox combo. It gives a peak power of 68 bhp at 6,200 rpm and maximum torque of 90
Nm at 3,500 rpm. The company has just added one more variant to the Estilo family that is Maruti Zen Estilo LXI Green (CNG); this variant comes fitted with added CNG kit that is loaded at the company's factory: these kits are regarded as more reliable, responsive and safe. The hatchback comes loaded with standard ventilated disc brakes at the front and drum brakes at the rear. The compact car sports front McPherson strut with Torsion type roll control device type forks. The rear shockers are gas filled with three link rigid and isolated trailing arm. The new compact people's car - Maruti Zen Estilo - comes dressed with exciting exterior that looks sober and perfect thanks to its new fresh front view which now consists of teardrop designed headlamps, aggressive bumper and grille. The car has new three chrome finished strips at nose that are placed horizontally with stylish 'Suzuki' emblem at the central strip. The designers did a decent job by giving the front lower portion a 3 D look but its not that impressive, to be very clear. Front wipers are located at the joining point of front windscreen and bonnet. The front turn indicators now find their place at the side walls of the car right above the front wheels. The electronically powered ORVMs are painted in body colour so are the door handles. The wheels have full cap. The company used caps instead of providing alloy wheels in the compact car. The rear side, too, gets some new treatment in the form of tail lights and appearance. The vehicle comes with rear fog lamps, back door defogger, rear window wiper and washers, etc. The rear of the car is adorned with flat hatch door and a wide rear windscreen. The wide and flat roof of the Maruti Zen Estilo houses a sleek antenna.
Models
Maruti Zen Petrol Models This is the base variant of Zen Estilo that comes with standard features including rear door child lock, remote fuel lid opener, paddle type ORVMs, centre console with cup holders, new standard seat fabric, front and rear seat adjustable head restraints, steering lock, iCATs and bench type rear seat. This BS IV compliant Zen Estilo variant is equipped with all the features of the base variant along with power steering, power lock and key lock backdoor opener, front power window, central door locks, back door with body colored outside handle and body colour bumper. This top-end Zen Estilo variant sports all the advanced features such as front and rear fog lamps, back door defogger, rear window wiper and washer, security system, body side moulding, full wheel cap, all body coloured door handles, rear luggage shelf, tachometer, accessory socket, front and rear power windows, remote keyless entry, internally adjustable electrical type ORVMs. Driver side SRS airbag and ABS are optional safety features that can be availed in the Zen Estilo VXI variant. Rest of the features remain same as the Zen Estilo VXI
Compare Maruti Zen Petrol Models Maruti Zen CNG Models This newly launched CNG variant of Estilo has compressed gas as its fuel type. With the i-GPI technology, the car ensures greater mileage at lower per kilometer cost. Other features and components are kept same as in the LXI variant.
Power
Maruti's popular compact car Maruti Zen's revamped version -Maruti Zen Estilo - is powered by a 998cc, 3 cylinder KB series powertrain that offers a nimble 68 Ps of power at 6,200 rpm and agile torque of 90 Nm at 3,500 rpm. The cable type gear shift mechanism with DETENT PIN TECHNOLOGY (DPT) gives precise and smooth gear shifting experience supported by 5 speed manual transmission. The latest KB series engine is designed to meet the latest BS IV emission norms and deliver greater fuel economy, higher power and acceleration.
Colors
These colors are available with all variants of Maruti Zen Virgin Champangne Sparking Brilliant Midnight Pearl Bright Purple fusion Blue beige olive yellow black silver red
Exterior
The largest car selling company in India, Maruti India offers an updated version of Maruti Zen Estilo that has new front and tail side along with innovative powertrain. Most of the changes in the new Zen Estilo are made to its front including headlamp, grille, nose design, bumper etc. The compact hatchback is adorned with new teardrop shaped headlamp cluster that is swept back. The cluster houses headlight with low and high beam. The headlamp clusters are connected with three grille strips placed horizontally; the middle one gets the respected emblem of Suzuki. The lower air-intake has a wider rectangular box type design with round corners at the upper side; the strips here are positioned horizontally in the way the upper strips are. The front fog lamps rest in a 3 D style slot in round shape that ensure clear vision even in bad weather conditions where headlights do nothing except offer a dim illumination. The front windscreen of the Maruti Zen Estilo comes with a 2 speed intermittent front wiper and a small antenna at the tip of the roof that looks very funky. To give the vehicles moving ahead, a clear vision of your car in motion, the car is fitted with side turn indicators above the front tyres. One of the most popular small car of Maruti, Maruti Zen Estilo features body colour ORVMs that can be adjusted internally and body match door handles along with both side bumper in body colour. The car has a bold and impressive waistline. It is also assembled with remote fuel lid opener and all power windows with black out film. The rear of the car possesses a vertical stacked tail lamp slot that houses a reverse light, turn indicator and brake light, rear fog lamps which are available in the higher end variant only. A new rear wiper sports distinctive design and exhaust tip that is now more shorter and vertical. Last but not the least, the full wheel cap of the car looks very sporty and aggressive.
Exterior Measurements
The Maruti Zen Estilo is a compact hatchback that can accommodate five people inside, including the driver. The overall height, length and width of the small car is 1595mm, 3600mm and 1475mm respectively for LX and LXI but the height of VXI variant is 1495mm. The vehicle has a wheelbase of 2360mm along with a ground clearance of 165mm. The front and rear trend are of 1295mm and 1290mm respectively.
Interior Comfort
The new avatar of the Maruti Zen Estilo proves to be a family car with ample storage and sufficient seating capacity. To enhance the comfort level, the company has loaded the vehicle with rear luggage shelf, rear bench seat, all power windows and power steering, A/C, internally adjustable electrical type ORVMs, power lock +key backdoor opener, sun visor with ticket holder, vanity mirror, central door lock, front door pocket, speaker provision, co-driver side front door lock, remote keyless entry system etc.
Interior Measurements
The Maruti Zen Estilo is a compact hatchback that can accommodate five people at a time, including the driver. You can also load a good amount of luggage by folding the rear seat.
Moreover, a rear luggage shelf is also provided for carrying extra luggage. Legroom, headroom, shoulder room are not a concern when you are in this small wonder.
Wheels
The new version of Maruti Zen Estilo comes loaded with 13 inch wheels with full wheel cap. The tubeless tyres ensure uninterrupted journey. The tyre size for the car is 145/70 R13 in LX and LXI variant while it is 155/65 R 13 in the VXI variant. The wheelbase of the car is pretty good, that is, 2360mm.
About HMIL
Hyundai Motor India Limited (HMIL) is a wholly owned subsidiary of Hyundai Motor Company (HMC), South Korea and is the largest passenger car exporter and the second largest car manufacturer in India. HMIL presently markets 7 models of passenger cars across segments. The A2 segment includes the Santro, i10 and the i20, the A3 segment includes the Accent and the Verna, the A5 segment includes the Sonata Transform and the SUV segment includes the Santa Fe. HMIL's fully integrated state-of-the-art manufacturing plant near Chennai boasts of the most advanced production, quality and testing capabilities in the country. To cater to rising demand, HMIL commissioned its second plant in February 2008, which produces an additional 300,000 units per annum, raising HMILs total production capacity to 600,000 units per annum. In continuation with its commitment to providing Indian customers with cutting-edge global technology, HMIL has set up a modern multi-million dollar research and development facility in the cyber city of Hyderabad. It aims to become a centre of excellence for automobile engineering and ensure quick turnaround time to changing consumer needs. As HMC's global export hub for compact cars, HMIL is the first automotive company in India to achieve the export of 10 lakh cars in just over a decade. HMIL currently exports cars to more than 115 countries across EU, Africa, Middle East, Latin America and Asia Pacific. It has been the number one exporter of passenger car of the country for the sixth year in a row. To support its growth and expansion plans, HMIL currently has a 329 strong dealer network and 698 strong service points across India, which will see further expansion in 2011.
It
all started with just one man, a small repair shop and an insistence on delivering quality that still endures today.This is the story of Chung Ju-Yung. Born the son of a peasant farmer, Mr JuYung launched Hyundai in 1947 at the age of 32. At first it was a small vehicle repair shop. Then it grew, and became the Hyundai Auto Service Centre. 20 years later, Hyundai vehicle assembly was born. The Pony hatchback soon followed, and today, Hyundai is the fifth largest car manufacturer in the world. Hyundai Motor India Limited (HMIL) is a wholly owned subsidiary of Hyundai Motor Company, South Korea and is the second largest and the fastest growing car manufacturer in India. HMIL presently markets 16 variants of passenger cars in six segments. The Santro in the B segment, Getz in the B+ segment, the Accent and Verna in the C segment, the Elantra in the D segment, the Sonata Embera in the E segment and the Tucson in the SUV segment.
Hyundai Motor India, continuing its tradition of being the fastest growing passenger car manufacturer, registered total sales of 299,513 vehicles in calendar year (CY) 2006, an increase of 18.5 percent over CY 2005. In the domestic market it clocked a growth of 19.1 percent a compared to 2005, with 186,174 units, while overseas sales grew by 17.4 percent, with exports of 113,339 units. HMIL's fully integrated state-of-the-art manufacturing plant near Chennai boasts some of the most advanced production, quality and testing capabilities in the country. In continuation of its investment in providing the Indian customer global technology, HMIL is setting up its second plant, which will produce an additional 300,000 units per annum, raising HMIL's total production capacity to 600,000 per annum by the end of year 2007. HMIL is investing to expand capacity in line with its positioning as HMC's global export hub for compact cars. Apart from expansion of production capacity, HMIL plans to expand its dealer network, which will be increased from 183 to 250 this year. And with the company's greater focus on the quality of its after-sales service, HMIL's service network will be expanded to around 1,000 in 2007. The year 2006 has been a significant year for Hyundai Motor India. It achieved a significant milestone by rolling out the fastest 300,000th export car. Hyundai exports to over 65 countries globally; even as it plans to continue its thrust in existing export markets, it is gearing up to step up its foray into new markets. The year just ended also saw Hyundai Motor India attain other milestones such as the launch of the Verna and yet another path-breaking record in its young journey by rolling out the fastest 10,00,000th car. The Hyundai Verna has bagged some of the most prestigious awards starting with the Overdrive 'Car Of the Year 2007', CNBC-TV18 Autocar 'Best Value For Money Car 2007' and 'Performance Car of the Year 2007' from Business Standard Motoring. Last Year Sonata Embera won the 'Executive Car of The Year 2006' award from Business Standard Motoring Magazine and NDTV Profit Car & Bike declared the Tucson as the 'SUV of The Year 2006'. HMIL has also been awarded the benchmark ISO 14001 certification for its sustainable environment management practices. About HMC Established in 1967, Hyundai Motor Co. has grown into the Hyundai Kia Automotive Group which includes Hyundai Mobis and over two dozen auto-related subsidiaries and affiliates. Employing over 68,000 people worldwide, Hyundai Motor posted US$27.383 billion in sales in 2005 (on a non-consolidated basis). Hyundai motor vehicles are sold in 193 countries through some 5000 dealerships and showrooms. Hyundai Motor Co. is a sponsor of the 2006 FIFA Germany World Cup.
Compare Hyundai Santro LPG Models Mileage, Average And Fuel Economy
The all new Hyundai Santro Xing is powered by a 1.1 litre, SOHC, 4 cylinder, 1086cc, petrol engine that is mated with a five speed manual transmission; the end result of the powertrain accounts max power of 63 Ps at 5000 rpm and max torque of 96 Nm at 3,000 rpm. The powerplant of the car is powered by eRLX or Active Intelligence Technology that is comprised of three innovative systems including Rotary Head Intelligent Valve Actuator and Differentially Programmed Intelligent Injection that ensures optimum fuel distribution to engine in various
driving requirements which resulted in better mileage and power. The third system i.e. Real Time Intelligent Ignition ensures perfect time to ignite the fuel and air mixture for higher power, mileage and low emissions. With the combined efforts of all these systems, the Hyundai Santro gives 13.7 kmpl of mileage in city limits and 17.8 kmpl on highways. The Hyundai Santro Xing is also available with LPG variants and additional LPG kits. With LPG fuel, the car gives more or less same fuel efficiency.
Power
The popular hatchback of Hyundai- Hyundai Santro Xing - is loaded with a smart powertrain that is a 1.1 litre, 1086cc, 4 cylinder, SOHC, petrol engine that churns out a top power of 63 Ps at 5500 rpm and belts out a top torque of 96 NM at 3000 rpm via five speed manual gearbox. The eRLX powered 1.1 litre motor is incorporated with three advanced systems that work to enhance power and efficiency. The Rotary Head Intelligent Valve Actuator is there for smooth opening and closing of valve that reduce engine workload along with improving power. Added to this, the Differentially Programmed Intelligent Injection and Real Time Intelligent Ignition system help to get maximum engine power with higher fuel efficiency.
Colors
These colors are available with all variants of Hyundai Santro Dynasty Noble Bright Midnight Passion Sky Ebony Husky Real Orange Space Silver Red White Silver Grey Red Blue Black Blue Earth Tango
gearbox. As described under earlier sections, it has got three dynamic systems including the Rotary Head Intelligent Valve Actuator, the Differentially Programmed Intelligent Injection and Real Time Intelligent Ignition system that are responsible for improved power and fuel economy. The end result of all these mechanism is enhanced power and zipper acceleration. The car can do the 0-100 kmph sprint in just 16.5 seconds with a top speed of 141 kmph. Exterior The Hyundai Santro Xing carries pretty good exterior looks that are contributed by its sober front and better rear view appearance. It's front face sports large clear headlamps, body colour front radiator grille section with company logo, longer lower air dam and black bumper insert moulding at the middle. The bumper are wrapped in body match to give it a sporty look. The Outside rear view mirrors and door handles get conventional shade that is black; although, it looks good on vibrant car body colour. Broad waistline is also wrapped in black. The wheels of the hatchback house full wheel cover that look like alloy wheels. The rear view of the Hyundai Santro Xing is as elegant as the front fascia. To be precise, it has well designed boot lid and tail lamps. The car comes with rear spoiler with dotted stop lamp that not only looks stunning but also contributes to provide excellent aerodynamic stability at high speed. The vertically stacked sleek elongated tail lamps cluster comprises of rear tun indicator and brake light that inform the trailing vehicles about the car's move. A long black insert is added below the boot lid to add style to the rear view. The Hyundai Santro Xing also sports rear body colour bumper along with black boot lid skirt. The hatchback comes with wider rear tinted windscreen without wiper or washer.
Exterior Measurements
The Hyundai Santro Xing is a hatchback that has a seating capacity for five. The small car's overall length is 3565mm, width 1525mm and height is 1590mm. It has a wheelbase of 2380mm; front and rear track are of 1315mm and 1300mm. Interior As far as the interior appearance of the Hyundai Santro Xing is concerned, the hatchback comes with two tone beige and brown interior and two tone seat upholstery, the combined effect is awesome. The cabin of the small car is now re-designed well and has got new features. The instrument panel of the machine has very common design and meters; the white background of the total three dials with red needles look decent, speedometer gets middle round dial while the fuel meter and tachometer come at sides. But the meters are hard to read due to their similar color scheme.
The Hyundai Santro Xing sports new design AC vents and newly added stunning optional 1 DIN audio player with blue illumination; the audio player and AC vents house silver finish panels. The vehicle has front speaker grille at dashboard and rear speaker grille as standard to all variants. The car has three spoke power steering in dashboard colour that is black: the steering column is energy absorbing. A day and night inside rear view mirror is also provided to see rear passenger and trailing vehicles. The seats has beige and brown upholstery; the front seats are sporty integrated while the rear seats has integrated head restraints. Door trim comes with fabric insert. Other important interior features that Hyundai Santro carries are ash tray, front map lamp, new rear parcel tray, B & C pillar trims, driver side front door map pocket and cupholders.
Interior Comfort
The first hatchback from Hyundai Motors - Hyundai Santro Xing - is not only an affordable car but also very comfortable for a small family. The New Hyundai Santro Xing possesses optional 1 DIN audio player that can play CD/MP3; AUX and USB connectivity is also offered with the audio system. The three spoke power steering of the small car makes the driving smooth and easy and does not require a lot of effort. For ultra cabin comfort, conventional AC and heater is fitted that make you feel sitting in a premium car: AC vents now get silver finish that improves the dashboard appearance. The Hyundai Santro Xing is designed to accommodate five passengers comfortably inside the cabin . There are two seat rows in the car; front seats are sporty and second seat row, for three average sized passengers, comes with integrated headrests. Both the rows have sufficient room for leg, hip, shoulder and headroom. The ORVMs of the Hyundai Santro can be adjusted internally. Front windows are powered while the rear ones are very general. To add luxury to the driver's comfort, remote fuel lid opening and tail gate opening facility is provided.
Interior Measurements
The Hyundai Santro Xing is a 5 seater small family car. Both the cabins of the car provide moderate room for comfort sitting. You can also put small luggage in its boot.
Head Intelligent Valve Actuator, the Differentially Programmed Intelligent Injection and Real Time Intelligent Ignition system. The Rotary Head Intelligent Valve Actuator ensures sufficient fuel distribution to engine in various driving requirements which results in better mileage and power. In the same way, the Real Time Intelligent Ignition ensures perfect time to ignite the fuel and air mixture for higher power, mileage and low emissions. In addition to this, the Differentially Programmed Intelligent Injection intelligently provides accurate amount of required fuel to the mill for better mileage and power. The Hyundai Santro Xing is also available in LPG variants and CNG kits. Wheels The popular small wonder of Hyundai Motor India, Hyundai Santro Xing is assembled with 13 inch wheels and pretty high profile tyres; the car has tubeless radial tyres as well. To give extra beauty to the wheels, full wheel covers are offered with the Santro Xing.
There you have it, the 4 marketing p's So now lets get a bit more explanation of the 4 marketing p's :-
1. Product - The product aspects of marketing deal with the specifications of the actual goods
or services, plus how it relates to the end users needs and wants. The range of a product normally includes supporting elements such as warranties, guarantees, and support. The term product refers to tangible, physical products as well as services. Here are some examples of the product decisions to be made: Brand Name Functionality Styling Quality Safety Packaging Repairs and Support Warranty Accessories and services Models and sizes
2. Price -This refers to the process of setting a price for a product, together with discounts. The price need not be monetary; it can plainly be what is exchanged for the product or services, e.g. time, energy, or attention. Methods of setting prices optimally are in the domain of pricing art. Some example of pricing decisions to be made include : Pricing strategy (skim, penetration, etc.) Suggested retail price Volume discounts and wholesale pricing Cash and early payment discounts Seasonal pricing Bundling Price flexibility Price discrimination Allowances and deals Discount structure Distribution and retailer mark-ups
3. Place - (or distribution ): refers to how the product gets to the buyer; for instance, point-ofsale assignment or retailing. This third P has furthermore at times been called Place, referring to the channel by which a product or service is sold (e.g. online vs. retail), which geographic region or industry, to which division (young adults, families, business citizens), etc. also referring to how the surroundings in which the product is sold in can influence sales. Distribution channels Market coverage (inclusive, selective, or exclusive distribution) Specific channel members Inventory management Warehousing Distribution centers Order processing Transportation Reverse logistics Outlet location Sales territories
All the 4 marketing p's are also known as "the marketing mix" furthermore are frequently used by a marketer to plot a plan, and place the foundations of fresh projects/campaigns, it is a astonishingly useful strategy that has been used ever since the early 1960's, and will be constant for as long as new-found projects/campaigns are being produced.
Marutiwas the first company in India which studied the consumer demandand responded to it well. Market segmentation policy was adopted that targeted different type ofconsumers with different type of models. Maruti800targeted medium income group, while the deluxe modeltargeted rich income group. Marutivan targeted businessmen and doctors(ambulance) The Gypsy targeted the paramilitary forces and the police. This resulted in complete control of marutiover the market . The company advertised its different products according to costumers. A special cell was made to make direct dealing of Gypsy with thegovernment & the army.
Design small cars suitable for the Indian conditions as a strategy to beat the stiff competition with the entry of global auto makers.
Company would capitalise on Suzukis research and development capabilities and internal resources to finance its expansion, thereby cushioning itself from the higher interest rates and borrowing costs and become cost competitive.
Maruti Suzuki is looking to make India an exclusive base to manufacture small cars for Europe.
Design small cars suitable for the Indian conditions as a strategy to beat the stiff competition with the entry of global auto makers. Company would capitalise on Suzukis research and development capabilities and internal resources to finance its expansion, thereby cushioning itself from the higher interest rates and borrowing costs and become cost competitive. Companys plan to stay away from the ultra low-cost segment. Maruti Suzuki is looking to make India an exclusive base to manufacture small cars for Europe.
Distribution-Related KSFs o The record sales performance was affected through the Company's vast dealership network. o Car sales outlet increased to 600 covering 393 cities. o There are 265 Maruti True Value outlets spread across 166 cities, which are engaged in the sale, purchase and exchange of pre-owned cars. Maruti True Value is the largest organized pre-owned car sales network in India.
Marketing-Related KSFs o Full range of cars-from entry level Maruti 800 & Alto to stylish hatchback A-star, Swift, Wagon R, Estill and sedans DZire, SX4 and Sports Utility vehicle GrandVitara. o Communication through advertisement is totally to the need of Indian culture o Pan-India service network. Skills and Capability-The service network had a total of 2,628 service outlets including dealer workshop as well as Maruti Authorized Service Stations, covering 1220 cities.
1. Industry Rivalry
High Fixed costs When total costs are mostly fixed costs, the firm must produce capacity to attain the lowest unit costs. Since the firm must sell this large quantity of product, high levels of production lead to a fight for market share and results in increased rivalry. The industry is typically capital intensive and thus involves high fixed costs.
Slow market growth In growing market, firms can improve their economies. Though the market growth has been impressive in the last few years (about 8 to 15%), it takes a beat in even slight economic disturbances as it involves a luxury good. Aggressive pricing is needed to sustain growth in such situations. Low switching costs Free switching between products makes it difficult for the companies to capture customers. Since, the purchase of the product involves a good amount of decision making.
2. Threat of substitutes
Increasing Two wheelers/Motor Cycle Market, Because of rising fuel prices. Public Transportation.( Local trains, Metros, Buses) Marutis Advantage Price performance comparison favours heavily towards Maruti in most product categories. Also the high availability and quality of services offered by Maruti gives the customer a better trade-off.
3.Buyer Power
When buyer power is strong, the buyer is the one who sets the price in the market.For Maruti , the sales volumes have shown increasing trend over past so many years. Difficult to measure since repurchases are rare. Buyers get incentives in the form of cost discounts and better after sales services.
4. Supplier Power
Steel is a major input in this industry and so steel prices have a sharp and immediate impact on the product price. Substitute inputs are restricted to non critical or additional components like electronic gadgets and interior design components. The industry being capital intensive switching costs of suppliers Is high, other than steel as raw material which is highly price sensitive and the firm may easily move towards a supplier with lower cost.
Patents and Proprietary knowledge o Marutis R&D capability has evolved. Its contribution to global design projects has been recognized, first with the Swift and now the Concept A-Star. Let us do more. Further, Maruti Suzuki has been rated first in customer satisfaction for eight years in a row. The same applies to the dealer practices, supply chain, quality processes, information technology, parts operations and so on. Economies of scale o Economies of scale are becoming increasingly important as competition is driving the profit margins to lower levels. Also being a capital-intensive industry economies of scale have important consequences.
HMC initially wanted to introduce Accent as its first car in India. However they ended up launching Santro as the first car. May26, 1996 HMC established its plant in Tamil Nadu , near Chennai @ 614Mn. Plant had a capacity of producing 1.2 lakh cars and 1.3 lakh engine trans. units PA. HMC s foray into Indian car market was unique in 2 ways: HMC set up its wholly owned subsidiary, HMIL. First foreign car manufacturer to establish a manufacturing unit .
Price
They launched Santro at Rs 2,89,000 much below Zen which was priced at Rs.3,45,000. They had kept there pricing Based on Customer Value Perception. Accent was priced at Rs. 5,35,000 much below what Lancer was Priced at Rs.7,80,000 targeting C-Segment. They launched Accent CRDi at Rs. 7,25,000 much below any one would have expected. Experts commented CRDi technology is a Leap not a Step. They launched Sonata at Rs.16,00,000 which was again priced below Honda Accord which was priced at Rs. 17,00,000.
Launched Elantra at Rs.8,69,000 so as to fill up the gap between C and D Segment. It also competed in terms of Value for Money with Toyota Coralla , Skoda Octavia, And Optra. They launched Getz at a price of Rs.4,30,000 so as to have a car between Santro and Accent targeting Upper B-Segment.
Place
They had chosen India for a Number of reasons: The Indian Economy liberalized and Indian Government De-Licensed the automobile Industry. India had a huge growth potential. Rural Market was Untapped. There was only one player in the market MUL which had cars for B-Segment. Therefore on May 26,1996 they opened there plant in Irrungattukottai Near Chennai at a cost of 614 million dollars.
It had a capacity to produce 1,20,000 cars and 1,30,000 engine transmission. It got the first mover advantage as it became the first foreign company to set up its Manufacturing Unit in India. Cost of labour is also low in India. Low Manufacturing Cost. Selected Dealers who could react fast to changing market needs. In Mid-2003 HMIL decided to Tap Rural Market. They had less capacity of production in India as compared to MUL.
Promotion
Since it was a new Brand they emphasized more on Promotion Santro promotion was handled by Saatchi & Saatchi Santro was Promoted in 4 phases as explained by the videos. It was a campaign that used Humor to remove ignorance about Hyundai. They also launched a New Customer Satisfaction Campaign Promotion of Accent was done more by Print Media than on Television. Accent was positioned with a baseline The Next Step. Accent Promotion was handled by Grey Worldwide India They used film celebrity again like Preety Zinta and ShahRukh Khan for promotion of the new version of Santro Xing The Sunshine Car. They conducted Various RoadShows in Rural Market to promote Santro.
Accent Advertsiment showed a Young man driving Accent CRDi. In order to promote there brand more they tied up with PNB for financing of there cars.
RESEARCH METHODOLOGY
a) Research Concepts b) Opted methodology
RESEARCH CONCEPTS
RESEARCH
Research in common parlance refers to a search for knowledge. One can also define research as a scientific and systematic search for pertinent information on a specific topic. Thus we can take research as an art of scientific investigation. The purpose of research is to discover answers to questions through the application of scientific procedures. The main aim of research is to find out the truth which is hidden and which has not been discovered as yet. Different basic types of research are: Descriptive vs. Analytical: Descriptive research includes surveys and fact finding enquiries of different kinds. In Analytical research, on the other hand, the researcher has to use the facts or information already available, and analyze these to make a critical evaluation of the material.
(i)
(ii)
Applied vs. Fundamental: Applied research aims at finding a solution for an immediate problem facing a society or an industrial / business organization, whereas fundamental research is mainly concerned with generalizations and with the formulation of a theory.
(iii) Quantitative vs. Qualitative: Quantitative research is based on the measurement of quantity or amount. It is applicable to the phenomenon that can be expressed in terms of quantity. Qualitative research, on the other hand is concerned with qualitative phenomenon i.e., phenomenon relating to or involving quality or kind.
(iv) Conceptual vs. Empirical: Conceptual research is related to some abstract ideas or theory. It is used by philosophers and thinkers to develop new concepts or to reinterpret existing ones. While, Empirical research relies on experience or observation, often without due regard for system and theory.
Significance of Research
The role of research in several fields of applied economics, whether related to business or to the economy as a whole, has greatly increased in modern times. Research provides the basis for all government policies in our economic system. It has its special significance in solving various operational and planning problems of business and industry. It is equally important for social scientists in studying social relationships and in seeking answers to various social problems.
Research Methodology
Research methodology is a way to systematically solve the research problem. It can be taken as a science of studying how research is done scientifically. It not only includes research methods but also considers the logic behind the methods we use in the context of our research study and also explain why we are using a particular method or technique, so that research results are capable of being evaluated either by the researcher himself or by others.
Further it is equally important to select an appropriate method for a particular research as to develop new methods. There is also a need to understand the assumptions underlying various techniques and also to know the criteria by which it is to decide that certain techniques and procedures will be applicable to certain problems and others will not.
Also the term research and scientific methods are closely related. The scientific methods attempts to achieve a systematic interrelation of facts by experimentation, observation, logical arguments from accepted postulates and a combination of these three in varying proportions. In scientific method, logic aids in formulating propositions explicitly and accurately so that their possible alternatives become clear.
Research Process
Research process consists of series of actions or steps necessary to effectively carry out research and the desired sequencing of these steps. The following order concerning various steps provides a useful procedural guideline regarding the research process: Formulating the research problem, Extensive literature survey, Developing the hypothesis, Preparing the research design, Determining the sample design, Collecting the data, Execution the project, Analysis of data, Hypothesis testing, Generalizations and interpretations, and Preparation of the report.
Sampling
A researcher must have to decide the way of selecting a sample or popularly known as design. Samples may be either probability samples or non-probability samples. With probability samples each elements has a known probability of being included in the sample but the non-probability samples do not allow the researcher to determine this probability.
Probability samples are those based on simple random sampling, systematic sampling, stratified sampling, cluster / area sampling whereas non-probability samples are those based on convenience sampling, judgment sampling and quota sampling techniques. These are described as: Deliberate sampling: This sampling method involves purposive or deliberate selection of particular units of the universe for constituting a sample which represents the universe. Simple Random sampling: In this type of sampling each & every item in the population has an equal chance of inclusion in the sample and each one of the possible samples, if finite universe, has the same probability of being selected. Systematic Sampling: An element of randomness is usually introduced into this kind of sampling by using random numbers to pick up the unit with which to start. Stratified Sampling: In this technique the population is stratifies into number of nonoverlapping sub populations or strata and sample items are selected from each stratum. Quota Sampling: To avoid high cost of taking samples from individual strata, interviewers are simply given quota to be filled from different strata, the actual selection of items for sample being left to the interviewers judgment. Cluster / Area Sampling: Cluster sampling involves grouping the population and then selecting the groups or the clusters rather than individual elements for inclusion in the sample. Area sampling is similar to cluster sampling and is often talked about when the total geographical area of interest happens to be big one. Multi-stage sampling: Under this technique the first stage may be to select large primary sampling units such as states, then districts, then towns, and finally certain families with in the towns. This technique is meant for big enquiries extending to a large geographical area. Sequential Sampling: In this complex sample design the ultimate size of the sample is not fixed in advance but is determined according to mathematical decisions on the basis of information yielded as survey progresses. It is usually adopted under acceptance sampling in the context of statistical quality control.
OPTED METHODOLOGY
A research design specified the procedure & method for conducting and controlling the research project. It is the specification of methods and procedure for acquisition of the information needed. It is the overall pattern or framework of the project that stipulates what information is to be collected from which sources by what procedure. Generally a research design is a blue print of the research. The research study must explicitly state its plan about collection and analysis of the data.
Sample Size: - Though I have proposed to have a size of 100 who had cooperated and
supported me in filling my questionnaire and thereby provides me the data. Sample Domain: -Bareilly.
1. What is the First thing, which comes into your mind when you think about Santro and Zen? Data Received Answer
Small car Affordable Mileage, Average And Fuel Economy
Value 50 30 20 50 30 20
%age
value
20 50 affordable 30 Mileage, Average And Fuel Economy small car
Out of 100 as shown in data when the people listen about santro and zen the first think ,which comes in their mind that is small car (50%) then affordable (30%) in the end Mileage,
Average And Fuel Economy (20%).
2. What do you find most important when buying a car? Data received Answer Brand Quality Maintenance cost service Guarantee Value 25 20 10 25 20 %age 25 20 10 25 20
value
20 25 brand quality 25 10 20 maintenance cost service guarantee
In the table we can see that when the people buy a car a lot of things they saw in a car as brand, quality, maintenance cost, service and guarantee. As shown in table we can see 25% people think about brand 20% think about quality 10 about maintenance cost 25 about services and last 20 about guarantee.
Data received
value 50 50
%age 50 50
value
100% 80% 60% 40% 20% 0% santro zen value
As a small car people prefer both santro and zen because both are small car of Hyundai and maruti. As shown in table 50% people think about santro and last 50% people think about zen as a small car.
value
40 60 yes no
As shown in table we can see there is 60% people dont want to change their zen car but 40% people who want to change their car instead of zen and want to purchase santro.
5. Which feature of Zen attracts you most, that inspires you to go for Zen? Data received answer colour design value 25 75 %age 25 75
value
25 colour 75 design
25% people attract with colour but there is a 75 % who are attracted with its design. So we can see here that 75% people think that its design that inspires them to go for Zen
6. Which colour of Santro would you prefer? Data received answer Blue Red White black value 10 15 55 20 %age 10 15 55 20
value
60 40 20 0 blue red value white black value
As shown in table 10% people like blue colour, 15% people like red colour, 55% people like white colour and 20% like black colour in santro car. So here most of the people which want to purchase a white santro.
7. For what purpose would you like to use Santro? Data received Answer Personal use Office use others Value 60 30 10 %age 60 30 10
value
60 40 20 0 personal use value office use others value
60% people uses santro for their personal use and 30% uses for office use and less 10% for other uses. As shown in table we can see most of the people uses santro for their personal use .
8. Do you think Zen is people's car? Data received answer yes no value 85 15 %age 85 15
value
15
yes no 85
As shown in table we can see out of 100 people 85 % people think that zen is peoples car. Brand, Quality, Maintenance cost, Service and Guarantee they get everything in zen .
8. Will you recommend Santro to your friends and relatives? Data received answer yes no value 75 25 %age 75 25
value
25
yes 75 no
Out of 100 75 % people think that they recommend santro to their friends and relatives. less 25% against that. As shown in table most of the people want to recommend santro to their friends and relatives.
Data received
value 20 45 25 10
%age 20 45 25 10
value
10 25 20 newspaper television magazine 45 internet
As shown in table most of the people attracted with television advertising after that magazine . We can see 20% attracted with newspaper 45% attracted with television 25 % attracted with magazine and last 10% with internet.
Findings
Findings
1) Out of 100 as shown in data when the people listen about santro and zen the first think ,which comes in their mind that is small car (50%) then affordable (30%) in the end
Mileage, Average And Fuel Economy (20%).
2) In the table we can see that when the people buy a car a lot of things they saw in a car as brand, quality, maintenance cost, service and guarantee. As shown in table we can see 25% people think about brand 20% think about quality 10 about maintenance cost 25 about services and last 20 about guarantee 3) As a small car people prefer both santro and zen because both are small car of Hyundai and maruti. As shown in table 50% people think about santro and last 50% people think about zen as a small car. 4) As shown in table we can see there is 60% people dont want to change their zen car but 40% people who want to change their car instead of zen and want to purchase santro. 5) 25% people attract with colour but there is a 75 % who are attracted with its design. So we can see here that 75% people think that its design that inspires them to go for Zen. 6) As shown in table 10% people like blue colour, 15% people like red colour, 55% people like white colour and 20% like black colour in santro car. So here most of the people which want to purchase a white santro. 7) 60% people uses santro for their personal use and 30% uses for office use and less 10% for other uses. As shown in table we can see most of the people uses santro for their personal use . 8) As shown in table we can see out of 100 people 85 % people think that zen is peoples car. Brand, Quality, Maintenance cost, Service and Guarantee they get everything in zen.
9) Out of 100 75 % people think that they recommend santro to their friends and relatives. less 25% against that. As shown in table most of the people want to recommend santro to their friends and relatives. 10) As shown in table most of the people attracted with television advertising after that magazine . We can see 20% attracted with newspaper 45% attracted with television 25 % attracted with magazine and last 10% with internet.
Limitations
LIMITATIONS
1. Employees were not available at a common time as they are working in different shifts. I was not in a position to approach employees working in the night shift. 2. There were some problems in collecting primary data; the employees were hesitating in giving their personal information and time. 3. To some extent employees were not aware about the concept of organizational climate. 4. Some of the employees were not interested in filling the questionnaire. 5. Some of the old employees were not want to expose the real image of the organization. 6. Some of the employees were not permitted by their seniors to fill the questionnaire. 7. Some of the employees were not able to give the answers because of lack of proper knowledge and other activities in the organization. 8. Employees were taking much time to agree for filling the questionnaire.
Conclusion
Conclusion
The plus points of Zen are the latest technological interventions, build quality, maneuverability, and comfort ability just like its elder cousins i10 and Santro. Santro is still taller than Zen but Zen is wider than Santro. All you are getting is a car of your dreams at an unbeatable price. there is a huge price difference between the two cars, add to this the more refined K10 engine in the Alto which further makes the need to bridge the gap difficult, but I will still go ahead and recommend the Zen and here are the reasons why
Trust Both Hyundai and Maruti are very good. As a matter of fact, Hyundai as a company today is the worlds 5th largest car manufacturer. I dont see a problem there. Both Offer good mileage ARAI for Alto is close to 18and for Zen its 21.1, however, real life mileage would definitely be much lower, you can safely discount the ARAI figures by a min 3035 % - Eon has slight edge, but both equally matched Resale after 5 years One big trend in car industry is, that cars are becoming more good looking/stylish and getting loaded with features, for example who would have thought of Airbags in a small hatch. At the time of resale these would be important factors of consideration definitely post 4-5 yrs -
Bibliography
Bibliography
Philip Kotler -: Marketing Management Kothari C.R. -: Research Methodology New age international publishers , 2007 http://www.google .com
2. What do you find most important when buying a car? Brand Quality Maintenance cost Service Guarantee
3. Which brands of small cars would you prefer as of today? Santro Zen.
4. Instead of purchasing a Zen, will you prefer to go for the Santro? Yes No
5. Which feature of Zen attracts you most, that inspires you to go for Santro? Colour Design
6. Which colour of Santro would you prefer? Blue. Red White Black
7. For what purpose would you like to use Santro? Personal use Office use Others
10. Which kind of adv. attracted you to Santro and Zen? Newspaper television
magazine
internet