Maruti bba project for marketing

8/17/2019 Maruti bba project for marketing

1/92

RESEARCH PROJECT

ON

“A STUDY OF MARKETING MIX OF

MARUTI SUZUKI”

AMAR SHAHEED BABA AJIT SINGH JUJHAR SINGH MEMORIAL

COLLEGE

Afliated To

PUNJABI UNIVERSITY PATIALA

In the a!tial "#l$ll%ent o" !ei!e%ent "o! the a'a!d o"

De(!ee o" Ba)helo! o" B#*ine** Ad%ini*t!ation +BBA,

Submitted T! Submitted

B "!

P#n-a.i Uni/e!*it0 PatialaBh#inde! Sin(h

Roll1No1 2345

B1B1A6 7th Se%1

3


2/92

DECLARATION

I a% a *t#dent o" ##A $t% Seme&te' o" AMAR SHAHHED #A#A AJIT SINGH

JUJHAR SINGH MEMORIA( CO((EGE) #E(A de)la!e that the P!o-e)t Reo!t

entitled A STUDY OF MARKETING MIX OF MARUTI SUZUKI i* the o#t)o%e o"

%0 o'n 'o!8 and the *a%e ha* not .een *#.%itted to an0 #ni/e!*it09in*tit#te

"o! the a'a!d o" an0 de(!ee o! an0 P!o"e**ional De(!ee1

Date: #%u*i+de' Si+,%

2


3/92

ACKNOWLEGEMENT

“Success is not a description, but a journey.” While I reach towards the end of this journey, I

realized I may not have come this far without the guidance, help and support of the people

who acted as guides, friends and torch bearers along the way.

I tae this opportunity to than P'-. Gu'/0/ Si+,% without their cooperation I would not

have been able to complete this project.

I e!press my deepest and most sincere thans to my organization guide, Mr.H0'1it Si+,%

2M0+0,e'3 from who I had the opportunity to learn a lot, I would lie to than him for giving me valuable suggestion and guidance with which, my project would have been

complete.

;


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INDEX

Student Declaration 2

Acno!led"e#ent $

C%a&ter ' A(out t%e Co#&an) *+$$

C%a&ter 2 Re,earc% Met%odolo") $-+$

C%a&ter $ Maretin" Strate"ie, $/+/0

C%a&ter - 1indin", and anal),i, /'+/*

C%a&ter * Conclu,ion /++/

C%a&ter Reco##endation, //+/3

C%a&ter 4i(lio"ra&%) 30


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"hapter# $ %

&'()* *+ "(-&/0

=


6/92

'.' Introduction

-aruti Suzui is India1s number one leading automobile manufacturer and the maret leader

in the car segment both in terms of volume of vehicle and revenue earned. )ntil recently

%2.324 of the company was owned by the Indian government and 56.34 by the Suzui of

7apan. *he Indian 8ovt. held an initial public offering of 354 of the company in 7une 399:.

&s of %9 -ay 399; government of India sold its complete share to Indian financial

Institution. With this govt. (f India has no longer stae in -aruti )dyog.

-aruti )dyog


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4


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Manu5acturin" 1acilitie,

Its manufacturing facilities are located at two facilities, “8urgoan” and “-anesar” south of

Belhi. -aruti Suzui1s 8urgoan facility has an installed capacity of :,59,999 units per

annum. *he -anesar facility launched in ?ebruary 399; comprises a vehicle assembly plant

with a capacity of %,99,999 units per year and a Biesel ngine plant with an annual capacity

of %,99,999 engines and transimission. -anesar and 8urgoan facility have a combined

capacity to produce over ;,99,999 units annually.-ore than a half of the cars sold in India are

-aruti Suzui cars. *he company is a subsidiary of Suzui -otors "orporation of 7apan

which owns 56.3 percent of -aruti Suzui. *he rest is owned by the ublic and ?inance

Institution.It was listed on the 'ombay = now -umbai> stoc e!change in India.

Buring 399;$92 -aruti Suzui sold ;,C6,263 cars of which 5:,936 are e!ported in all. (ver

Si! -illion -aruti Suzui cars on Indian roads since the first car was rolled out on %6

Becember %@2:.

6roduct, O55ered

Ma!#ti S#>#8i o?e!* 3= %odel* and the0 a!e@ Ma!#ti 55@ Alto@ a(on R@

en E*tilo@ A Sta!@ Rit>@ S'i"t@ S'i"t D>i!e@ S@ O%ni @ Ee)oet) a!e %an#"a)t#!ed at

G#!(oan Plant1

Hu#an Re,ource,

/early ;5,999 people are employed directly by the -aruti Suzui and its artner. It has been

rated first in customer satisfaction among all car maers in India from %@@@ to 399@ by 7.B.

ower &sia acific.


9/92

'.2 Hi,tor)

&round %@;9, Sanjay 8andhi, olitical advisor and younger son to then rime minister of

India, Indira 8andhi , envisioned the manufacture of an indigenous , cost D effective , low

maintenance compact car for the Indian middle class. Indira 8andhi1s cabinet passed a

uninamous resolution for the devlopment and production of “people1s car”. Sanjay 8andhi1s

company was christened -aruti


10/92


11/92

'.$ Co#&an)7, 6ro5ile

&round %@;9, Sanjay 8andhi, political advisor and younger son to the then rime minister of

India, Indira 8andhi, envisioned the manufacture of an indigenous, cost effective, low

maintenance compact car for the Indian middle class. Indira 8andhi1s cabinet passed an

uninamous resolution for the development and production of “eoples car”. Sanjay 8andhi1s

company was christened -aruti


12/92

'.$.2 9i,ion: Mi,,ion and Core ;alue, o5 Maruti Su


13/92

• Innovation and "reativity

• /etworing and artnership

• (penness and


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'.$.$ Co#&an) 4oard O5 Director,

-r.Shinzo /aanishi -anaging Birector =-.B> and "hief

!ecutive (fficer ="..(>

-r. J.". 'hargava "hairman

-r.-aninder Singh 'anga Birector

-r.&mal8anguli Birector

-r.B.S.'rar Birector

-r. Aeiichi &sai Birector

-r. (samu Suzui Birector

-r.Shuji(ishi Birector

-s.allaviShroff Birector

-r. Aenichi &yuawa Birector

-r. *suneo (hashi Birector and -anagement !ecutive

(fficer

3


15/92

'.$.- MILESTONES

200* *he fiftieth lah car rolls out in &pril, 3995

8rowth in overall sales by %5.24

200- /ew =non &"> variant of &lto

&lto becomes IndiaKs new best$selling car


16/92

Suzui -otor "orporation =S-"> increases its stae in -aruti to

56.3 percent

200' Len

Wagon J

37


17/92

Len GF M Len GF &utomatic

/ew =(mni M (mni > =;@Ccc, -)G>

Standard and Belu!e

roduced the 3 millionth vehicle since the commencement of

production

'33 8ypsy => =@;9cc, 6WB 2 seater>

(mni => =;@Ccc, -)G, 2 seater>

8ypsy Aing =%3@2cc, 6WB, off road vehicle>

Len &utomatic =@@:cc, hatchbac car>

steem %.:< =%3@2 cc, : bo! "ar>&F


18/92

'3/ !ported first lot of 599 cars to +ungary

'3/ -aruti 299 = /ew -odel$;@Ccc, hatchbac "ar>

roduced %99,999 vehicles =cumulative production>

'3/*

'3/- (mni, a ;@Ccc -)G

Installed capacity reached 69,999 units

'3/$ -aruti 299, a ;@C cc hatchbac, India1s first affordable car.

roduction was started under 7G&

'3/2


19/92

*/S rans -aruti 6th in the "orporate Jeputation Strength ="SJ> study

=O% in &uto sector>$?eb 95

-aruti bagged the P-anufacturer of the yearP award from &utocar$

"/'"

= 3nd time in a row>$?eb 95

?irst Indian car manufacturer to reach 5 million vehicles sales

'usiness World rans -aruti among top five most respected companies

in

India$(ct 96

-aruti raned among top ten =Jan;> greenest companies in India by

'usiness *oday $ Sep K96

200-

-aruti Suzui was /o. % in "ustomer atisfaction, /o. % in Sales

Satisfaction /o.% in roduct Nuality =steem and &lto> and /o. % in

roduct &ppeal =steem and Wagon J>

/o. % in *otal "ustomer Satisfaction =-aruti 299, Len and &lto>

'usiness World raned us among the countryKs five most respected

companies

'usiness World raned us the countryKs most respected automobile

company

Goted -anufacturer of the year by "/'"

Goted one of IndiaKs 8reenest "ompanies by 'usiness *oday$&"

/ielson (J8$-&J8

200$

-aruti 299, -aruti Len and -aruti steem mae it to the top %9

automotive brands in P-ost *rusted 'rand survey 399:P

7 B ower raned : models of -aruti on top# Wagonr, Len and steem

-aruti 299 and Wagonr top in /?( *otal "ustomer Satisfaction Study

3


20/92

399:.

-)< tops in 7 B ower "SI =399%> for 6th time in a row

200'

-)< tops in 7 B ower "SI =399%> for 3nd time in a row# another

international first

2000

-aruti bags 7B ower "SI $ %st ranQ uniEue achievement by maret

leader anywhere in the world

'333

-S- launched as model worshop in IndiaQ achieves highest "SI rating.

"entral 'oard of !cise M "ustoms awards -aruti with

PSammanatraP, for contribution to e!cheEuer and being an ideal ta!

assessee

'33/

"IIKs 'usiness !cellence &ward

'33

-aruti wins I/SS&/ award for P!cellence in Suggestion SchemeP

&warded the Star *rading +ouse status by -inistry of "ommerce

'33-+3*

ngineering !ports romotion "ouncilKs award for e!port performance

'33-

'est "anteen award among +aryana Industries as part of employee

25


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welfare

'332+3$

ngineering !ports romotion "ouncilKs award for e!port performance.

23


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'.- ORGANISATION STR>CT>RE

-aruti )dyog


23/92

STEEL COILS

BLANFING

PRESSING

ELDING

PAINTING

ASSEMBLY

VEHICLE INSPECTION

TEST RUN

SUPPLY DISPATCH

ROM VENDOR

VENDORS

ROM VENDOR

VENDORS

ROM VENDORS

VENDORS

'.-.2 THE 6ROD>CTION 6ROCESS AT MAR>TI

'.-.$ Recruit#ent and Selection 6roce,, O5 Maruti Su


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Meanin" o5 recruit#ent

It is a process of searching the potential candidate and offers him or her the job. It is positivein nature in the Indian conte!t. rocess of identifying and hiring best Eualified candidate for a

job vacancy in a most timely and cost effective manner.

Meanin" o5 Selection

It is the process of searching the potential candidate. It is negative in nature in the Indian

conte!t but positive in ).S conte!t.

Ste&, in;ol;ed in t%e Selection 6roce,,

Selection process consists a series of steps and at each stage facts may come into light that

may lead to rejection of the application of the applicants. It is a series of successive hurdles

or barriers which an applicant must have to cross.

&> 6reli#inar) Inter;ie! ?Screenin" A&&lication,@ =+ Initial screening is done to weed

out totally undesirable or unEualified candidate at the outset. It is essentially a sorting

process in which prospective candidate are given necessary information about the

nature of the job and the organisation at the same time, the necessary information is

also elicited from the candidate about their education, sills, e!perience, salary

e!pected and the lie . It helps to determine whether it is worthwhile for a candidate

to fill up the application form.

4@ A&&lication 1or# =+ &pplication form is a traditional and widely used device for

collecting information about the candidate. It should provide all the information

relevant to selection, where reference for caste, religion, birth place, may be avoided

as it may be regarded an evidence of description.

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C@ Selection Te,t =+ sychological test are being increasingly used in employee selection

where a test may evolve some aspects of an individual1s attitude , behaviour and

performance. *ests are useful when the number of applicants is large as at the best it

reveals that the candidate who scores above the predetermined cutoff points are liely

to be more successful than those scoring below the cut off points.

D@ E#&lo)ee Inter;ie!=+ Interview is an essential element of selection and no selection

procedure is complete without one or more personal interview, where the information

collected through application letter or application forms and test can be crossed

checed in the interview.

E@ Medical E8a#ination =+ &pplicants who have crossed the above stage are sent for

the physical medical e!amination either to the company1s physician or to a medical

officer approved for the purpose . Such e!amination serves the following purpose #$

%> It determines whether the candidate is physically fit to perform the job where

those who are physically unfit are rejected.

3> It prevents the employement of people suffering from contagious diseases.

:> It identifies candidate who are are otherwise suitable but reEuires specific job due

to physical handicaps and allergies.

1@ Re5erence C%ec, =+ *he applicants are ased to mention in his application form, the

names and address of two or more persons who nows him very well. *hese may be

their previous employer , heads of educational institution or public figures. *hese

people are reEuested to give their opinion about the candidate without incurring any

liabilities.

G@ 1inal A&&ro;al =+In most of the (rganisations, selection process is carried out by the

+uman resource department, where the decision of the departments are

recommendatory. *he candidate shortlisted by the department are finally approved by

the e!ecutive of the concerned department or the unit.

H@ E#&lo)#ent =+ mployment is offered in the form of an appointment letter

mentioning the post, the ran, the salary, grade, the date by which the candidate

should join and other terms and condition in briefs.

2=


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I@ Induction =+*he process of receiving employee when they begin wor introducing

thm to the company and to their colleagues and informing them of the activities,

customes and traditions of the company is called “ induction”.

@ 1ollo! u&, =+ &ll selection should be validated by follow ups, it is a stage where

employee is ased how he or she feels about progress to the date and the worer1s

immediate supervisor is ased for comments which is compared with the notes taen

at the time of selection.

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27/92

'.-.- Trainin" and De;loent 6ro"ra#, o5 Maruti Su=covered %C99 employees under the various schemes>

• C months S-" *raining for *echnicians $ (7* in S-", 7apan =3 batchesyr of 59

each>

• @ months 7avada *raining for ress, *ool M Bie Specialists $ Besign M -aintenance

• &(*S -anagerial *raining =6$%9wees> for -anager M above $ -anagerial 'est

ractices

• &(*S *echnical *raining =:.5 to C months> for Supervisors M above $ *echnological

Anowhow• J M B *raining =3 yrs.> $ Jesearch on new *echnologies

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28/92

'.-.* A66RAISAL B REWARD

A&&rai,al

• /ew &ppraisal System based on AJ&s M *argets

• Jeview of *argets at regular Intervals

• eople Bevelopment an important AJ&

Re!ard

• romotions based on erformance

• roductivity M rofit$lined Incentive Schemes

• *raining including


29/92

'.-. INTERNATIONAL 4>SINESS

In &ugust, 399: -aruti crossed a milestone of e!porting :99,999 vehicles since its first

e!port in %@2C. urope is the largest destination of -aruti1s e!ports and coincidentally after

the first commercial shipment of 629 units to +ungary in %@2;, the :99,99 mar was crossed

by the shipment of 5;% units to the same country. *he top ten destinations of the cumulative

e!ports have been /etherlands, Italy, 8ermany, "hile, ).A., +ungary, /epal, 8reece, ?rance

and oland in that order.

*he &lto, which meets the uro$: norms, has been very popular in urope where a landmar

399,999 vehicle were e!ported till -arch 399:. ven in the highly developed and

competitive marets of /etherlands, )A, 8ermany, ?rance and Italy -aruti vehicles have

made a mar. *hough the main maret for the -aruti vehicles is urope, where it is selling

over ;94 of its e!ported Euantity, it is e!porting in over ;9 countries.

-aruti has entered some unconventional marets lie &ngola, 'enin, Bjibouti, thiopia,

-orocco, )ganda, "hile, "osta Jica and l Salvador. *he -iddle$ast region has alsoopened up and is showing good potential for growth. Some marets in this region where

-aruti is, are Saudi &rabia, Auwait, 'ahrain, Natar and )&.

*he marets outside of urope that have large Euantities, in the current year, are &lgeria,

Saudi &rabia, Srilana and 'angladesh. -aruti e!ported more than 5%,999 vehicles in 3992$

9@ which was 5@4 higher than last year. In the financial year 3992$9@ -aruti e!ports

contributed to more than %94 of total -aruti sales.

2


30/92

S0/e&

A*ia

A"!i)a

A%e!i)a

E#!oe

O)eania

8raph %.%

8raph showing the "ontinent wise e!port of -aruti )dyog

;5

Continent 'i*e eo!t o" Ma!#ti

Ud o Li%ited Sin)e in)e tion

http://www.marutisuzuki.com/http://www.marutisuzuki.com/


31/92

'.* 1inancial Structure o5 Maruti Su&

1ace 9alue

6aid >&

Ca&ital

399@ 39%9

Euity

Share :;3.99 %66.6C 322@%99C9 5 %66.6C

3992 399@

Euity

Share :;3.99 %66.6C 322@%99C9 5 %66.6C

399; 3992

Euity

Share :;3.99 %66.6C 322@%99C9 5 %66.6C

399C 399;

Euity

Share :;3.99 %66.6C 322@%99C9 5 %66.6C

3995 399C

Euity

Share %55.99 %66.6C 322@%99C9 5 %66.6C

3996 3995

Euity

Share %55.99 %66.6C 322@%99C9 5 %66.6C

399: 3996

Euity

Share %55.99 %66.6C 322@%99C9 5 %66.6C

3993 399:

Euity

Share %55.99 %66.6C 322@%99C9 5 %66.6C

399% 3993

Euity

Share %:5.99 %:3.3@ %:33@%C3 %99 %:3.3@

3999 399%

Euity

Share %:5.99 %:3.3@ %:33@%C3 %99 %:3.3@

%@@@ 3999

Euity

Share %:5.99 %:3.3@ %:33@%C3 %99 %:3.3@

%@@: %@@@

Euity

Share %:5.99 %:3.3@ %:33@%C3 %99 %:3.3@

*able %.% Showing the capital Structure of -aruti Suzui ?rom 399C to 39%9

Jefrence #$ (fficial website of -aruti Suzui = www.marutisuzui.com>

;3



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'.*.2 4ALANCE SHEET O1 MAR>TI >DOG LIMITED

1or t%e 5inancial )ear 200+'0

4alance ,%eet

Mar '0 Mar 03 Mar 0/ Mar 0 Mar 0

Source, o5 5und, ?in la%,@

O!ner, 5und

Euity share capital %66.59 %66.59 %66.59 %66.59 %66.59

Share application money $ $ $ $ $

reference share capital $ $ $ $ $

Jeserves M surplus %%,[email protected] @,399.69 2,3;9.@9 C,;[email protected] 5,:92.%9

Loan 5und, ? in la%,@

Secured loans 3C.59 9.%9 9.%9 C:.59 ;%.;9

)nsecured loans ;@6.@9 [email protected] @99.%9 5C;.:9 $

Total '2:*.*0 '0:0-$./0 3:$'*.0 :-/-.0 *:*2-.$0

>,e, o5 5und, ?in la%,@

1i8ed a,,et,

8ross bloc %9,69C.;9 2,;39.C9 ;,325.:9 C,%6C.29 6,@56.C9


33/92

Mar '0 Mar 03 Mar 0/ Mar 0 Mar 0

Total '2:*.*0 '0:0-$./0 3:$'*.0 :-/-.0 *:*2-.$0

Note,=

'oo value of unEuoted investments %%.%9 :,%C3.39 5,%[email protected] :,:@2.%9 3,969.%9

-aret value of Euoted investments 3%5.%9 %92.;9 3%@.59 3;9.69 [email protected]

"ontingent liabilities :,C5;.39 %,@9%.;9 3,;:6.39 3,[email protected] %,32@.;9

/umber of eEuity sharesoutstanding = 322@.%9 322@.%9 322@.%9 322@.%9 322@.%9

*able #$ %.3 showing 'alance Sheet of -aruti Suzui for the year 399C to 39%9

Jefrence #$ (fficial wesite of -aruti Suzui =www.marutisuzui.com>

;;



34/92

'.*.$ 6RO1IT AND LOSS ACCO>NT

*he rofit and


35/92

"hapter #$ 3

Jesearch -ethodology

2 .' Meanin" o5 Re,earc%

Jedman and -ory define research as a “systemized effort to gain new nowledge.” Some

people consider research as a movement, a movement from the nown to the unnown.

;=


36/92

Jesearch is an academic activity and as such the term should be used in a technical sense.

&ccording to "lifford Woody, research comprises defining and redefining problems,

formulating hypothesis or suggested solutionsQ collecting, organizing and evaluating dataQ

maing deductions and reaching conclusionsQ and at last carefully testing the conclusions to

determine whether they fit the formulating hypothesis.

2.2 O(ect i;e, o5 Re,earc%

*he purpose of research is to discover answers to Euestions through the application of

scientific procedures. *he main aim of research is to find out the truth which is hidden and

which has not been discovered as yet. *hough each research study has it1s own specific

purpose.

*he main objectives of this research was to #$

%. *o study about -aruti Suzui i.e. when it was established , why it was established and

by whom it was established, financial structure, (rganisational structure etc.

3. *o study about the mareting mi! and the strategies adopted by -aruti Suzui in

order to cater the needs of the people and also to face tough competition in the maret

since after the 8lobalisation of the Indian economy many competitors have grown and

tries to undermine the monopoly created by -aruti Suzui.

:. *o study the strategies adopted by -aruti Suzui due to which they are able to

dominate the Indian &utomobile Sector since last three decades.

2.$ Si"ni 5 icance o5 Re,earc%

“&ll process is born of inEuiry. Boubt is often better than overconfidence, for it leads to

inEuiry and inEuiry leads to invention.” Is a famous +udson -a!im in conte!t of which the

;7


37/92

significance of research can well be understood. Increased amounts of research mae

progress possible.

Jesearch inculcates scientific and inductive thining and it promotes the development of

logical habits of thining and organization.

*he 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. *he increasing comple!

nature of business and government has focused attention on the use of research in solving

operational problems. Jesearch, as an aid to economic policy, has gained added importance,

both for government and business

2.- Re,earc% Met%odolo")

Jesearch methodology is a way to systematically solve the research problem. It may be

understood as a science of studying how research is done scientifically. In it we study the

various steps that are generally adopted by a researcher in studying his research problem

along with the logic behind them. It is necessary for the researcher to now not only the

research methods or techniEues but also the methodology.

2.* Data Col lect ion Source

Information for this project was collected primarly through secondary sources.*he data

collected from the secondary sources are called as Secondary data.

Secondar) Data=&ny data, which have been gathered earlier for some other purpose, are

secondary data in the hands of researcher. *hose data collected first hand, either by the

researcher or by someone else, especially for the purpose of the study is nown as primary

data.

*he data collected for this project has been taen from the secondary source.

Source, o5 ,econdar) data are =+

• Internet

• -agazines

• ublications

;4


38/92

• /ewspapers

• 'rouchers

2. LIMITATIONS

• *he biggest limitation of this project was time , due to lac of time the necessary data

were collected from the secondary sources..

• Bue to tough competition in the maret the companies are not willing to disclose their

strategies adopted to face the competition so sufficient information were not collectedand the information collected are not %994 accurate.

"hapter# $ :

-areting Strategies

;


39/92

:.% -eaning of -areting

:.3 'rand

:.: roducts

:.6 rice

:.5 lace

:.C romotion

:.; -aret Segmentation , *argeting and ositioning

:.2-aret Share

:.@(ther strategies adopted by -aruti

:.%9"ustomer satisfaction

;


40/92

$.' Maretin"

It is the process of directing of directing the flow of goods and services from the producers or

the manufacturers to the customers or consumers. It is accountable for planning, organising,

directing, coordinating, motivating, and controlling the maret activities.

&ccording to &merican -areting &ssociation, “-areting is the performance of the

business activity that directs the flow of goods and services through producers to consumers

to users”.

&ccording to "undiff and Still, “-areting is the business process by which the products are

matched with the maret and through transfer of ownership are affected”. -atching the

products with the maret means determining the needs and reEuirements of potentialcustomer and supplying them the product which meets their reEuirements.

&ccording to hilip Aotler, “ -areting is the social and managerial process by which

individuals and groups obtain what they need and want through creating, offering, and

e!changing product of value with others”.

&ccording to William 7. Stanton, “-areting is a total system of interacting business

activities designed to plan, price, promote, and distribute, wants satisfying products to target

marets to achieve (rganisational objectives”.

In general we can say that -areting includes all those activities carried on to transfer those

goods from the manufactures or the producers to the consumers that can satisfy the needs and

the reEuirements of the consumers.

$.2 4RAND

&round %@;9, Sanjay 8andhi the political advisor and younger son to then rime minister of

India, Indira 8andhi, envisioned the manufacture of an Indigenous, cost effective, low

maintenance and compact car for the Indian middle class. Indira 8andhi1s cabinet

unanimously passed a resolution for the development and production of “people1s car”.

Sanjay 8andhi1s company was christened -aruti


41/92

)nfortunately Sanjay 8andhi died without completing his project. &fter the death of Sanjay

8andhi, Indira 8andhi decided that the project should not be allowed to die. -aruti entered

into collaboration with the Suzui motors of 7apan. *he collaboration heralded a resolution in

the Indian car industry by producing -aruti 299. *he car went on sale on Becember %6,

%@2:.

$.$ 6ROD>CT

roduct mi! involves planning, developing, and producing the right types of products and

services to be mareted by the firm. It deals with the product range, durability and other

Eualities. &part from producing right products, emphasis should also be laid on their

branding, pacaging, colour and other features. In short product planning and development

involves decision about # i> Euality of the product, ii> size of the product, iii> design of the

product, iv> volume of the production, v> pacaging, vi> warranties and after sale service, vii>

product testing, viii> product range, etc.


42/92

6roduct, O55ered () Maruti Su -aruti 299

'> &lto

"> Len stilo

B> Wagon J

> & $ Star

?> Jitz

8> Swift

+> Swift Bzire

*he )tility "ars of -aruti Suzui includes #$

&> -aruti (mni =Gan>

'> -aruti eco

"> -aruti 8ypsy

B> 8rand Gitara

*he


43/92

-aruti Suzui SF6 399;

-aruti Suzui & Star 3992

-aruti Suzui Swift Bzire 3992

-aruti Suzui Len stilo 399@

-aruti Suzui eco 39%9

Maruti /00-aruti 299 is the most popular entry segment car in India. With the introduction of -aruti

299 in %@291s -aruti )dyog , C69 Ags =&" uro I> , CC5

Ags = &" uro II>, C59 Ags =&" uro II>

8round "learance %;9 m

Wheel 'ase 3%;5 mm

6o!er

ngine *ype 6 Stroe, Water cooled S(+"

iston Bisplacement ;@C cc


44/92

-a!. ower :@.5 bhp R 5599 rpm

-a!. *orEue 5.; / m R 3599 rpm

?uel System "arburettor

*ransmission and -anual, 6 ?orward =Synchromesh>, %

gear bo! reverse

Su,&en,ion

?ront -cherson strut and coil spring

Jear


45/92

-aruti &lto is one of the hottest selling compact cars in Indian maret. &lto uses -aruti

2991s proven and highly fuel efficient , : pot motor with a four valve head and its electronic

tachometer results in unmatched fuel efficiency . It is the most fuel efficient car in &3

Segment.

TECHNICAL S6ECI1ICATIONS =+

Di#en,ion,


46/92

-a!. *orEue C3 /m R :999 rpm

*ransmisson 5 Speed all synchromesh, -anual

Su,&en,ion S),te#

?ront -cherson strut with *orsion type coil anti roll bar

Jear "oil sprint with double action telescopic shoc absorbers

Seatin" Ca&acit) 6 persons

T)re, %6529 J%3

Maruti O#ni ? 9an@

-aruti (mni is popularly nown as -aruti Gan. -aruti (mni comes in three variants and

they are #$ (mni 5$ Seater , (mni 2$ seater and (mni


47/92

-in turning radius 6.% m

Wei"%t

(mni ;25 Ags

(mni 299 Ags

En"ine

*ype 6 Stroe cycle, water cooled

/o. of cylinders :

/o. of cylinder valves C

iston displacement ;@C cc

-a!. ower :5.9 bhp R 5999 rpm

-a!. *orEue C9% /- R :999 rpm

6o!er Tran,#i,,on

*ype -anual, 6 forward all synchromesh

4rae,

?ront 'ooster assisted disc

Jear Brum

1uel tan ca&acit) :C


48/92

with a new minivan. "( comes with 5 seater and ; seater options. "( is eEuipped with

advanced ngine -anagement System for optimizing fuel efficiency and performance. It is

branded by the manufacturer as a perfect car for every occasion$a business trip or a picnic

with the loved ones%T. & new minivan from -aruti Suzui is e!pected in 39%% to replace the

ecoGersa and =possibly> the ageing (mni.

-aruti "( is available in following variants #$

5 seater, standard

5 seater, &"

; seater, Standard

"( is powered by 'harath Stage IG compliant engine.


?uel# etrol

ngine type# &luminium

?uel distribution# -ultipoint Injection

ower# ;: bhp =56 WQ ;6 S> R C999 rpm

Bisplacement# %%@C cc

R :999 rpm

Galve train# %C valves 6 per cylinder

*ransmission# -anual$5 speed

Su,&en,ion

?ront Suspension# -cherson strut


49/92

Jear Suspension# :


50/92


51/92

-a!imum engine torEue in

gmrpm

2 R 6599

"ompression ratio @.6#%

BI-/SI(/S

(verall length :5:5mm

(verall width %6@5mm

(verall height %695mm

Wheelbase 3::5mm

8round clearance %C5m

=3

mailto:8@4500mailto:8@4500


52/92

WAGON R

Wagon J is a hugely successful car which comes in four variants$ -aruti Wagon J


53/92

*ype ?" ngine , 6 Galve per cylinder , -?I

?uel distribution -ultipoint injection

ngine control %C D 'it lectronic "ontrol -odule ="->

/o. of cylinders 96

-a!. ower C6 bhp RC399 rpm

-a!. *orEue 26 /- R :599 rpm

6o!er Steerin"

*ype lectronic ower Steering =S>

*ransmission -anual =>$ 5 speed , &ll synchromesh

Su,&en,ion

?ront -cherson strut with torsion type roll control device

Jear "oil spring, gas filled shoc absorber with : lin rigid a!le

isolated trialing arms.

=;


54/92

A+STAR

Indian car maret leader -aruti Suzui has launched &$Star in the hatchbac car segment in

which the company holds ruling position with 554 maret share. -aruti has unveiled & Star

as a ne!t generation model of its model &lto which is already selling greatly in the segment.

Scroll down to now more about the sporty and striing features of all new & Star "ar.


Di#en,ion in ##


55/92

*ype A' series


Bisplacement @@2 cc

/o. of cylinders 9:

-a!. power C; bhp RC399 rpm

-a!. *orEue @9 /- R :599 rpm

Steering Jac and pinion , ower assisted

*ransmission -anual => D 5 Speed , &ll synchromesh

Su,&en,ion ,),te#

?ront -cherson strut and coil spring

Jear Isolated trailing lin and coil spring

==


56/92


57/92

6th 9.@CC

5th 9.;5;

Jeverse :.93;3

6o!er Steerin"

*ype #$ lectronic power steering =S>

Su,&en,ion S),te#

?ront# -cherson Strut with torsion type roll control device

Jear #$ coil spring, gas filled shoc absorber with : lin rigid a!le

isolated trailing arms

=4


58/92

MAR>TI G6S

It is manufactured in India by -aruti Suzui. It was introduced in the Indian maret in %@25

with the @;9 cc ?%9& Suzui engine and was an instant hit in the civilian maret as well as

with law enforcement. It was codenamed -86%9 that stood for -aruti 8ypsy 6 cylinder %.9

litre engine. Initially, it was only available as a soft$topQ but a bolt on hardtop was later

introduced to the public after the aftermaret hardtops became e!tremely popular.

In 7uly %@@:, -aruti introduced the Pwidetrac 8ypsyP codenamed -86%9W replacing the

-86%9. 'oth front and rear trac of the wheels are increased by @9mm =from %,3%9 mm

=6;.C in> to %,:99 mm =5%.3 in> for front wheels and from %,339 mm =62.9 in> to %,:%9 mm

=5%.C in> for rear wheels> and these 8ypsys are instantly recognizable by the pronounced

painted fender flares.


Di#en,ion,

•

• Width %,569 mm =C9.C in>

• +eight %2;5%265 mmV

• Wheelbase 3,:;5 mm =@:.5 in>

• ?ront *rac %,:99 mm =5%.3 in>

• Jear *rac %,:%9 mm =5%.C in>

• Aerb Weight @25 g%, 969 gV

• 8ross Gehicle Weight %525 g%,C39 gV

En"ine

=


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• *ype 8%:'' -?I %C Galve 8asoline

• "ylinders 6

• Bisplacement %3@2 cc

• -a!imum ower 29 bhp =C9 WQ 2% S> RC999 rpm

• -a!imum *orEue %9: /Um =;C lbUft> R 6599 rpm

• *ransmission *ype ?ive forward =all Synchromesh>, (ne reverse

• *ransfer gearbo! *wo$speed

• *ype constant mesh

• *ransfer gear ratio +igh # %.69@Q

=


60/92


61/92

MAR>TI S>F>KI SX-

Besigned by 8iorgetto8iugiaroKsItaldesign studio, the SF6 =an abbreviation of PSports F$

over 6 all seasons P> replaces the &erio =some marets called . *he PSF 6P designation

was used by &merican -otors =&-"> for a sporty liftbac model in its all$wheel drive &-"

agle passenger cars.

Tec%nical S&eci5ication, =+

Di#en,ion, B Wei"%t

66@9

Width =mm> %;:5

+eight =mm> %5C9

Wheelbase =mm> 3599

Aerb Weight =gs> %%;9

Seating "apacity 95

En"ine

-odel Besignation %.C < %C G

/o. (f "ylinders 96 Inline

"onfiguration B(+"

Bisplacement =cc> %52C

*ransmission 5 -anual

*op Speed =mph> %;5

Su,&en,ion

73


62/92

?ront Independent suspension with gas$filled -cherson

strut M anti$roll bar

Jear Semi$independent torsion beam with gas filled shoc absorbers

4rae,

*ype Bisc

?ront Jear 'raes Gentilated Biscs Brums

T)re,

*ype %@5C5 J%5

Wheels %5P Steel

?uel *an 59 %9: S R 5599 rpm

-a!. *orEue =g mrpm> %65 /m R 6399 rpm

72


63/92

GRAND 9ITARA

8rand Gitara is meant for the people who want to live life grand size. With %3; AW R C999

rpm on call, the 3.; litres B(+" GC engine can empower the 8rand Gitara to climb up steep

terrainsQ Lip effortlessly down the highway and with plenty of low end torEue, the high

performance vehicle can tae on snowy ramps and muddy tracs with eEual ease. Its four

wheel drive gives Gitara the power to go places.

Tec%nical S&eci5ication, =+

Di#en,ion in MM


64/92

*ype +3;& GC type

/o. (f cylinders 9C

/o. of valves 36

iston displacement 3;:C cc

'ore F Stroe 22 F ;5

"ompression ratio @.5 # %

-a!. (utput %CC bhp R C999 rpm

-a!. *orEue 3:C /- R 6599 rpm


-a!. Speed %2: Am +r

Steering Jac and inion

4rae,

?ront Bisc

Jear Brum

Su,&en,ion

?ront -cherson strut

Jear 5 D


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66/92

In 6rice ca,e

• *hey provide a list of different types of models of cars

• *hey also gives a discount in the range of 39 4 to 35 4.

$.* 6LACE

*he lace of -aruti cars is in the whole world. -aruti )dyog


67/92


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& D Star

Swift

• Mid ,itilit) 9e%icle or M>9 #$

-aruti eco

-aruti 8ypsy

8rand Gitara

$./ Maret 6o,itionin"

$./.' Meanin" =+

-aret positioning means placing the potential product in the maret that can satisfy the

needs and reEuirements of the target customers.

$./.2 6o,itionin" o5 &roduct, () Maruti =+

-anagement of -aruti1s always tries that their products should be available at the authorised

outlets in every city of India. In case of any new product they tries to mae it available at

every outlets in metropolitian cities and by getting the response of customers they increases

the production and e!tends the availability in urban , semi urban and to the rular areas also.

7


69/92

$.3 Ot%er Strate"ie, ado&ted () Maruti Su


70/92

dealers and either claim the cost from vendors, in the case of defective components, or bear

the cost ourselves, in the case of manufacturing defects.

*hey offer an e!tended paid$warranty program mareted under the brand, “?orever 0ours”

for the third and fourth year after purchase. *hey have entered into arrangements with

insurance companies to cover the costs of warranties offered under this program. *he

e!tended warranty program is intended to maintain the dealer1s contact with the customer and

increase the revenue generated from sale of spares, accessories and automobile$related

services. &n effort is made during the period of the e!tended warranty to encourage the

customer to e!change his e!isting -aruti car for a new -aruti car, or upgrade to a new

-aruti car.

$.3.- Ne! (u,ine,, Initiati;e,

&s the largest manufacturer and leader in the small car segment, they continually see new

ways to utilize their vast car parc, range of products and e!tensive sales and service networ

to e!pand the size of the passenger car maret in India. *hey have recently launched new

initiatives to develop the maret for automobile insurance, automobile finance, leasing and

fleet management, and pre$owned cars. *hey aim to provide customers with a “one$stop

shop” for automobiles and automobile$related products and services, and build on their widecustomer base and e!tensive sales and service networ to mae available to their customers a

wide range of -aruti$branded services at different stages of ownership, which they refer to as

the “:C9 degree customer e!perience”.

Atit%iDe;o4%a;a= (ne$stop shop

Inspired by the spirit of India. &tithiBevo'hava, in Sansirit, means “a guest is lie 8od”. It

captures the Indian tradition of honouring guests. ItKs also the inspiration for the welcome

you1ll receive at a -aruti Suzui dealership, and the caring relationship they share with those

who drive their cars. &t -aruti Suzui, you will find all your car related needs met under one

roof. Whether it is easy finance, insurance, fleet management. services, e!change -aruti

Suzui is set to provide a single window solution for all your car related needs.

*hat1s why they have -aruti *rue Galue, the best place to buy and sell reliable used cars .

-aruti finance an agglomeration of the biggest finance companies in India brought together

by -aruti Suzuitoensurethat the dream car is within everyone1s reach. Similarly -aruti

?inance brings together some of the biggest names in the car insurance industryto provide

insurance solution to every type of the car consumer.

45


71/92

$.3.* Maruti In,urance =+

It was launched in 3993. -aruti Suzui provides vehicles insurance to its customers with the

help of /ational Insurance "ompany , 'ajaj &llianz , /ew India &ssurance and Joyal

Sundaram. *he service was set up by the company with the inception of two subsidiaries

-aruti Insurance Bistributors vt.


72/92


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$.'0 MARKET SHARE

8raph :.%

Showing -aret Share of -aruti Suzui

Jefrence #$ (fficial website of -aruti Suzui

=www.marutisuzui.com>

4;



74/92

S0/e&

Ma!#ti

Tata

H0#ndai

"hart :.%

Showing -aret Share in &3 Segment

Bescription

-aruti 5@4

*ata 394

+yundai 3%4

Jefrence #$ &uto India =&utomobile -agzine>, -arch 39%9

4<

2556 255 Ma!8et Sha!e

Se(%ent A2


75/92

S0/e&

Tata

o!d

GM

Honda

Ma!#ti

H0#ndai

Othe!*

"hart :.3

Showing -aret Share in &: Segment

Bescription

*ata 394

?ord %64

8- C4

+onda 394

-aruti %;4

+yundai %C4

(thers ;4

Jefrence #$ &uto India =&utomobile -agzine>, -arch39%9

4=

255 255 Ma!8et *ha!e


76/92

S0/e&

H0#ndaiMa!#ti

Tata

Honda

o!d

G M

To0ota

Othe!*

"hart :.:

Showing -aret Share of passenger cars

Bescription

+yundai %;4

-aruti 554

*ata %C4

+onda 64

8- :4

*oyota %94

(thers :4

Jefrence #$ &uto India = &utomobile -agzine>, -arch 39%9

47

255 6255 Ma!8et Sha!e


77/92

MAR>TI ALL INDIA SALES $ EARS TREND

Se"#ent 200+0 Gro!t% 200+0/ Gro!t% 200/+03 Gro!t%

A' ?Mini + Hatc%(ac@ %C;,5C% %;4 %%C,3C3 $:%4 2@,33: $3:4

A2 ?Co#&act + Hatc%(ac@ %;C,%:3 6;4 3;%,329 564 ::5,%:C 364

A$ ?Mid Si9 ?>tilit) 9e%icle,@ :,555 %34 5,396 6C4 6,:;6 $%C4

6a,,en"er 9e%icle, + M>L 639,@6; 324 62;,693 %C4 53;,9:2 24

6a,,en"er 9e%icle, + Total

Indu,tr)

@9%,%59 364 %,959,36

C

%;4 %,%3@,:%

C

24

*able :.%

Showing Sales of -aruti cars in the year 399C to 399@

Jeference # &utocar = &utomobile -agzine> , -arch 39%9

44


78/92

COM6ETITION MODELS

Se"#entMaruti Co#&etition

&% =-ini $ +atchbac> -299

&3 ="ompact $ +atchbac> Len, WagonJ,

&lto, Swift

+yundai $ SantroM 8etzQ *ata $

IndicaMalioQ 8- $ Spar M 'eat

&: =-id Size> steem, SF6 +yundai $ &ccentQ *ata $ Indigo M etraQ

+onda $ "ityQ 8- $ "orsa, (ptra,

M&veoQ ?ord $ Ion, ?usion, M ?iesta

&6&5&C

=!ec.rem.

+yundai $ lantraM SonataQ +onda $

&ccordQ 8- $ GectraQ ?ord $ -ondeoQ

Soda $ (ctavia M SuperbQ *oyota $

"orolla M "amryQ Baimler "hrysler $

",, M S "lassQ

" =Gan *ype> (mni, Gersa

-)G =)tility Gehicles> 8ypsy, 8rand

Gitara

-itsubishi $ ajeroQ +yundai $ *erracanM

*ucsonQ ?ord $ ndeavorQ *oyota $ rado

MInnova and ?ortunerQ /issan $ F *railQ

+onda $ "JGQ 8- $ ?orrester M*averaQ

*ata $ Sumo M SafariQ -ahindra $ 7eeps,'olero, Scprpio and Fylo.

4


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$.'' Cu,to#er Sati,5action 4) Maruti Su


80/92

rovides a fast mechanism for handling problems and complaints =complaints that are

resolved Euicly increased customer satisfaction>.

rovides a fast mechanism for correcting services deficiencies =correcting the problem

before other customer e!perience the same dissatisfaction>.

)ses internet cooies to trac customer interest and personalize product offerings

accordingly. )se internet to engage in collaborative customization or real time

customization.

rovides a fast mechanism for managing, scheduling, maintenance, repair and

ongoing support =improve efficiency and effectiveness>.

*he "J- can be integrated into other cross functional systems and thereby provides

accounting and production information to customers when they want it.

$.''.2 I#&ro;in" Cu,to#er Relation,%i&, =+

"J- programs are also able to improve customer relationship. roponents say this is so

because#$

"J- *echnology can trac customer interests, needs and buying habits as they

progress their life cycles and tailors the mareting efforts accordingly. *his way

customers get e!actly want they want as they change.

*he technology can trac customer products use as the product progresses through its

life cycle and tailors the service accordingly.

*hese way "ustomers get what they need as the product ages.

In Industrial marets, the technology can be used to micro$ segment the buying centre

and helps co D ordinate the conflicting and changing purchase criteria of its members.

When any of the technology driven improvement in customer service =mentioned

above> contribute to long term satisfaction they can ensure repeat purchases, improve

customer relationship, increase customer loyalty, decreases customer turnover,

decreases mareting costs =associated with customer acEuisition and customer

training>, increases sales revenue and thereby increases profit margins.

5


81/92

Jepeat purchase however comes from customer satisfaction which inturn comes from

deeper understandings of each customer, their individual business challenges rather

than a “one size fits all” approach.

"J- software enables sales people to achieve this one on one approach to selling and

can automate some elements of it via tailorable mareting communication. +owever

all of these elements are facilitated by or for humans to achieve. "J- is therefore a

companywide attitude as much as software solution.

3


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Ma!#ti

Mit*#.i*hi

H0#ndai

Mahind!a

S8oda

Honda

To0ota

Che!/olet

Mahind!a Rena#lt

o!d

Tata

775 75 455 425 4


83/92

"hapter #$6

?indings &nd &nalysis

;


84/92

&fter the study of the project , we have got several information and real facts about -aruti

Suzui #$

• It was the idea of Sanjay 8andhi, son of Indian rime -inister Indira 8andhi to

provide cheap and low maintenance cars to Indiansand for this purpose -aruti limited

was established but after his death -aruti limited went into collaboration with the

Suzui -otors of 7apan.

• -aruti Suzui focuses on overall segment of maret and the strategied adopted by

-arutis are very appealing and interacting for the customers.• Initially it focused on providing cheap cars to the customers but after 8lobalisation of

the Indian economy =%@@9s> many foreign companies started to enter the Indian

maret then to stand in the maret -aruti Suzui also started to manufacture lu!ury

cars also.

• &long with manufacturing of cars -aruti also started another operations lie #$ -aruti

finance, -aruti Insurance, -aruti genuine parts, &fter sale service, -aruti *rue value,

-aruti Briving school etc..

So#e ot%er 5indin", a(out Maruti Su


85/92

e!perience, best service delivery, best service advisor e!perience, most user$friendly service

and best service initiation e!perience.

@34 of -aruti Suzui owners feel that wor gets done right the first time during service. *he

7.B. ower "SI study 3996 also reveals that @;4 of -aruti Suzui owners would probably

recommend the same mae of vehicle, while @94 owners would probably repurchase the

same mae of vehicle.

One Sto& S%o&

&t -aruti Suzui, you will find all your car related needs met under one roof. Whether it is

easy finance, insurance, fleet management services, e!change$ -aruti Suzui is set to

provide a single$window solution for all your car related needs.

T%e Lo! Co,t Maintenance Ad;anta"e

*he acEuisition cost is unfortunately not only the cost we face buying a car. &lthough

a car may be afforded to buy , it may not necessarily be afforded to maintain as some

of its regularly used spare partsmay be priced Euite steeply. /ot so in the case of

-aruti Suzui. It is in the economy segment thatb the affordability of spares is most

competitive and it is here where -aruti Suzui shines. *he recent auto car survey

conducted in &ugust 3996 bears testimony to this fact. In the -aruti Suzui Stable,

the (mni has the lowest aggregate cost of the spares followed by the -aruti 299. *he

-aruti 299 has the cheapest spares of any Indian car. In the lower -id Size segment

as well price consciousness is very high , Where the cars have to be not only

affordable on purchase price but alsoneed to combine Euality and have comfortable

interiors. In this segment the -aruti Suzui Gersa had scored particularly well with

the lowest cost of spares in the segment. In the upper -id Size Segment the -aruti

Suzui 'aleno had the segment lowest price on a majority of spares.

Lo!e,t Co,t o5 O!ner,%i&

=


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O66ORT>NITIES :6

%. &cEuisition

3. Innovation

:. (nline6. roduct and service e!pansion

5. *aeovers

THREATS =+

%. "ompetition

3. "heaper technology

:. !ternal changes = 8overnment policies, ta!es, etc>

6.


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"hapter #$ 5

"onclusion


89/92


90/92

"hapter # C

Jecommendations

5


91/92

Reco##endation,

*here is need for -aruti Suzui to differentiate itself from past . *his can be done by

becoming more customer friendly to the Indian as well as &sian maret.

Bue to the opening of the Indian maret that means globalisation and due to entry of

many competitors in the Indian automobile maret -aruti should project itself more

aggressively to the low end, means maret with its low range = but high Euality >

products.

-aruti was established to provide low cast cars to the Indians so it should carry on its

objectives but it should also focus on the customer satisfaction by providing them

Euality products at low cost.

-aruti have developed a brand name and the customer have a high brand preference.

*here is need to incash on this by continuing to launch good Euality products.

3


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4I4LIOGRA6H

'oos #$

• Aotler, hilip rinciples of -areting -anagement, prentice hall India, 399:

• "hhabra, *./ -areting -anagement,BhanpatJai and co., 39%9

• Aothari, ".J Jesearch methodology, Gias ublishing house, %@@;

-agzines #$

• (verdrive

• &utocar

• &utodrive

Websites #

• www.marutisuzui.com

• www.surfindia.com

• www.carwale.com

• www.driveinside.com

• www.carindia.com
http://www.marutisuzuki.com/http://www.surfindia.com/http://www.carwale.com/http://www.driveinside.com/http://www.carindia.com/http://www.marutisuzuki.com/http://www.surfindia.com/http://www.carwale.com/http://www.driveinside.com/http://www.carindia.com/

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