PROJECT Final Final (1)

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A Project Study Report OnTraining Undertaken at Maruti Suzuki Titled A STYDY TO INCREASE PENETRATION LEVEL & BRAND LOYALTY Submitted in the partial fulfillment of the requirement for the Degree of M.B.A-

(MARKETING MANAGEMENT) Master of Business Administration


SUBMITTED TO:RITESH GUPTA Management Faculty Roll.No: 511011478 S.M.U (Bharatpur) M.B.A- IVth Sem.



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This is to certify that Mr. RITESH GUPTA of B.S.Institute of Management and Technology (03037), Bharatpur has successfully completed an original project titled A STYDY TO INCREASE PENETRATION LEVEL & BRAND LOYALTY This project has been done in partial fulfillment for the award of the M.B.A.-IV Semester for the academic session 2011-2012.The student has remained in touch with me and has completed the project to my satisfaction and as per the requirement of the course.

Management Faculty S.M.U (Bharatpur)

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PREFACETraining is an important and inevitable part of MBA. The main objective of practical training is to develop skill in student by supplement to the theoretical study of business management in general. Industrial training helps to gain real life knowledge about the industrial environment and business practices. The MBA Programme provides student with a fundamental knowledge of business and organizational functions and activities, as well as an exposure to strategic thinking of management. In every professional course, training is an important factor. Faculties give us theoretical knowledge of various subjects in the college but we are practically exposed of such subjects when we get the training in the organization. It is only the training through which I come to know that what an industry is and how it works. I can learn about various departmental operations being performed in the industry, which would, in return, help me in the future when I will enter the practical field. Training is an integral part of MBA and each and every student has to undergo the training in a company and then prepare a project report on the same after the completion of training. During this whole training I got a lot of experience and came to know about the management practices in real that how it differs from those of theoretical knowledge and the practically in the real life. In todays globalize world, where cut throat competition is prevailing in the market, theoretical knowledge is not sufficient. Beside this one need to have practical knowledge, which would help an individual in his/her carrier activities and it is true that Experience is best teacher.

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ACKNOWLEDGEMENTI express my sincere thanks to my project guide, Mr. Pramod Kumar Center Head (03037), for guiding me right from the inception till the successful completion of the project. I sincerely acknowledge him for extending their valuable guidance, support for literature, critical reviews of project and the report and above all the moral support he had provided to me with all stages of this project. I would also like to thank the supporting staff MBA Department, for their help and cooperation throughout our project.


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TABLE OF CONTENTSCHAPTER:-1 Singificance of study Abstract Objective of study Methodology

CHAPTER:-2 Introduction Impact of advertising Problem statement Industry profile History Logos & Symbols Brand portfolio Pricing

CHAPTER:-3 Competitor analysis Tata motors Hunsai motors

CHAPTER:-4 Brand exploratory

CHAPTER:-5 Brand strategy

CHAPTER:-6 Conclusion And Recommendation


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Appendix : Questionnaire

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SIGNIFICANCE OF STUDYMarketing Analysis is an important technique for the analysis of marketing statements. With the help of marketing analysis, we can estimate the progress of a business, short term and long-term marketing position. On the basis of these the management can take the important decisions. The marketing terms given in the marketing statements can be calculated by the marketing analysis. With the help of marketing analysis, we can represent the difficult figures in briefs and can understand easily. It is not important only for management, but also for others like creditors, investors, marketing institutions, by financial analysis they can estimate the profits and the financial position of a business. We take the comparisons of the marketing analysis with the standards so that the deviations can be minimum.

This study is useful for the company as it helps in them in evaluating their position with respect to other organizations. With this study, they can be aware about their solvency position, profitability position as well as their operating efficiency. This study also helps in determining future plan to be successful in this competitive environment. Since individual companies are most often compared with industry data, study helps an individual to understand a companys performance related to the competitor.

The study is also useful for the readers; it helps them in understanding the position of the company like as creditors are interested in knowing about the liquidity position of the company, shareholders are interested in profitability of the company. This study provides them useful information. This study also helps the future researcher for their research in any organization.

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ABSTRACTMaruti Suzuki India Limited, belonging to the automobile sector, was the first company in India to mass-produce and sell more than a million cars. It is largely credited for having brought in an automobile revolution to India. It is the market leader in India and on 17 September 2007, Maruti Udyog Limited was renamed Maruti Suzuki India Limited. The leader in this industry for over two decades, Maruti Suzuki happens to be Indias largest carmaker. It manufactures some of the best selling cars in India. According to the recent Google survey it has been the most searched auto brand in India. Its offerings have become a common name in the Indian households. But now from the past 5 to 7 years it has been facing intense competition from other Indian and international players which have entered this industry. Although it has been responsible for revolutionizing the vehicle requirements of the average Indian, since the early 90s, it is currently plagued by many issues. High raw material costs, increase in royalty payments and a weakening of the Euro has hurt export revenues and all this has caused a surprise 20% fall in net profit in this years 2nd quarter for the first time since 2008. One probable reason for plummeting profits and sales is the fact that Maruti has been unable to make any dynamic changes in the market. Though the consumer in India has transformed drastically in the last 20 years, Marutis offerings and brand building might need to pick up. With rising fuel prices and reducing margins the company needs to do more than just sit back and rest on its previous laurels and good brand image. In so many years, its ad campaign or other promotion strategies rarely emphasized on any PoD but this has now changed with its Kitna Deti Hai campaign. So now, the current environment does call for a new and much structured approach to brand the product.

Objective of StudyThe objective is to study: What does the brand Maruti stand for? What are the results of the current branding efforts? Are there any particular issues with the current branding efforts of the brand? How should Maruti continue to brand itself? Does Maruti need any other supporting branding strategies that can be used? Will the new image help boost Marutis sales? Roll No : 511011478

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MethodologyThe brand Maruti will be studied through the CBBE model approach. The methodology followed will be questionnaire, surveys, data analysis, experimental analysis, collection of relevant information from existing sources of data, like internet, case studies, reports etc. through which we seek to measure awareness, image and value of the brand as well as the issues described above.

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Advertising is the dissemination of information concerning an idea, service or a product to compel action in accordance with the intent of the advertiser. It is any paid form of nonpersonnel presentation of ideas, goods or service by an identified sponsor. The role of advertising in the promotional plan of a company is very vital. Advertising, whether it is on a national, local or direct basis is important as it can inform, remind or persuade established or potential customers of the existence of a product or organization, developing an image through advertising amount to giving a brand a distinct identity or personality.

Impact of Advertising:Consumers are increasingly exposed with advertising campaigns in which they are often confronted with idealized representations of the world (e.g., idealized situations, attractive models). A large amount of studies has shown that advertising presenting idealized images can have strong effects on consumer satisfaction and welfare. However, obtained results were not consistent with each other. Some studies found that advertising had an increasing effect on consumer satisfaction; other studies found that