Final Research Project

Synopsis:

Effect of dealership branding on brand

equity: A Nexa Perspective

Submitted By:
AkhileshSoodan
Roll No. 038/2014

LAL BAHADUR SHASTRI INSTITUTE OF MANAGEMENT, DELHI

August, 201

Introduction
Maruti Suzuki in July launched first premium dealership in India as it tries to cast off the
image of being a budget car maker. Called Nexa, Maruti Suzuki intends to open several such
showrooms across India that will retail only the company's premium models. Since the
company hopes to engage the successful, ambitious, global, experienced, money endowed
target, these showrooms are expected to provide an improved experience to buyers.To
achieve this,Maruti Suzuki is scouting high streets to set up showrooms in Phoenix Mills in
Mumbai, Brigade Road of Bengaluru and Hyderabad's Jubilee Hills. It hired more than 700
sales staff with experience in the hospitality and aviation sectors - people who are trained to
cater wealthy customers. The MarutiNexa dealerships will focus on aspects right from design,
lighting and tech used in the showroom, to loyalty programs and rewards for customers.
What's beneficial is that customers can take deliveries of their cars from inside the
showrooms; a specialised area has been allotted for this. At launch, Maruti will have 30 Nexa
outlets ready, thus covering over 65 per cent of premium end of the market. Maruti intends to
offer pick and drop facility from the customer's doorstep for a Nexa visit, something common
in the luxury-car market.
Through Nexa, Maruti Suzuki aspires to be brand which provides exclusive automotive
experience. This project is an attempt to explore the effect Nexa will have on brand Maruti
Suzuki.

Management Decision Problem

Should Maruti Suzuki continue with its pan India plan of launching Nexastores

Objective

To understand consumer perception of brand Nexa

To study effect of Nexa on consumer perception of Maruti Suzuki brand
Understand how Nexa is affecting brand equity of Maruti Suzuki brand

Hypothesis
For the purpose of this research the hypothesis statements are as follows:

H0: NEXA has no effect on brand equity of Maruti Suzuki

Ha: There is significant difference in the brand equity of Maruti Suzuki due to Nexa

Research Methodology

Secondary data taken from business articles, research papers available online, through

ebscohost and prowess database

Primary data to be acquired using questionnaire instrument, interview with experts
Sampling convenient, limited to Delhi NCR region

References

http://www.eurib.org/fileadmin/user_upload/Documenten/PDF/Merkmeerwaarde_EN

GELS/s_-_Brand_equity_model_by_Aaker_EN_.pdf
http://www.eurib.org/fileadmin/user_upload/Documenten/PDF/Identiteit_en_Imago_

ENGELS/v_-_Het_Brand-Identity_Prism_model_van_Kapferer__EN_.pdf
http://web.b.ebscohost.com/ehost/pdfviewer/pdfviewer?sid=b10990f7-32e2-496a-

b3d8-1ba5de2c2caa%40sessionmgr115&vid=4&hid=124
https://www.gsb.stanford.edu/insights/calculating-dollar-value-brand-equity
http://www.marketingresearch.org/issues-policies/best-practice/brand-equity-models-

and-measurement
Measuring the financial value of brand equity: the perpetuity perspective- Justin

Anderson, California State Polytechnic University, Pomona

http://www.marketingresearch.org/issues-policies/best-practice/brand-equity-models-

and-measurement
http://www.brandingstrategyinsider.com/2013/12/how-sub-brands-impact-master-

brands.html#.VdRTNPmqqko
http://www.eurib.org/fileadmin/user_upload/Documenten/PDF/Merkmeerwaarde_EN
GELS/s_-_Brand_equity_model_by_Aaker_EN_.pdf