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A STUDY OF MARKETING STRATEGIES OF 

BY SAHIL BHATIA

BBA-B&I

6 SEMESTER 

ROLL NO.0671241808

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ACKNOWLEDGEMENT

We wish to express our sincere thanks to

Prof. Mr. SANJAY MANOCHA, FACULTY- BHARATIVIDYAPEETH UNIVERSITY’S INSTITUTE OF

MANAGEMENT AND RESEARCH for giving us theopportunity to work on the marketing plan of a company. Thishas given us the insight of how the various theoretical conceptsare applied in an organization.  I got the opportunity to do achallenging project in MARUTI UDYOG LIMITED. The project is the important part of our study and gives us a real

 practical exposure to the corporate world.I also thank to Dr. Sachin S. Vernekar, Director, BHARATI

VIDYAPEETH UNIVERSITY INSTITUTE OF

MANAGEMENT & RESEARCH for giving me chance toget such an experience and giving me chance to get anindustrial experience.

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  INDEX

S.No. Topics Page No.

1. Introduction 1

1.1 Indian Automobile Industry 6

1.2 History 6

1.3 Overview 7

2. Company’s profile 142.1 Products of Maruti Suzuki 16

2.2 Competitors of Maruti Udyog Ltd. 18

2.3 Competitors of Maruti Suzuki Swift 20

4. Marketing Mix 21

5. Swot Analysis 25

6. Research Methodology 37

6.1. Objectives of the Study 40

6.2. Data Collection Tools 41

6.3. Limitations 42

3. Analysis And Interpretation 43

4. Conclusion And Findings 47

5. Bibliography

Annexure

Questionnaire

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INTRODUCTION

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INTRODUCTION

 

INDIAN AUTOMOBILE INDUSTRYOne of the major global automotive industries in the coming years. A number of domestic companies produce automobiles in India and the growing presence of multinational investment, too, has led to an increase in overall growth. Following theeconomic reforms of 1991 the Indian automotive industry has demonstratedsustained growth as a result of increased competitiveness and relaxed restrictions.The monthly sales of passenger cars in India exceed 100,000 units

History

In 1953, the government of India and the Indian private sector  initiatedmanufacturing processes to help develop the automobile industry, which hademerged by the 1940s in a nascent form. Between 1970 to the economicliberalization of 1991, the automobile industry continued to grow at a slow pace dueto the many government restrictions. A number of Indian manufactures appeared

 between 1970-1980. Japanese manufacturers entered the Indian market ultimatelyleading to the establishment of Maruti Udyog . A number of foreign firms initiated

 joint ventures with Indian companies.

Timeline of Indian automobile industry:

• 1897 First Person to own a car in India - Mr. Foster of M/s CromptonGreaves Company, Mumbai

• 1901 First Indian to own a car in India - Jamshedji Tata • 1905 First Woman to drive a car in India - Mrs. Suzanne RD Tata • 1905 Fiat Motors• 1911 First Taxi in India• 1924 Formation of traffic police • 1928 Chevrolet Motors• 1942 Hindustan Motors •

1944 Premier Auto Limited• 1945 Tata Motors

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• 1947 Mahindra Motors• 1948 Ashok Motors• 1948 Standard Motors • 1974 Sipani Motors • 1981 Maruti Udyog • 1994 Rover Motors• 1994 Mercedes Benz• 1994 Opel• 1995 Ford Motors• 1995 Honda SIEL• 1995 Reva Electric Car Company• 1995 Daewoo Motors• 1996 Hyundai Motors • 1997 Toyota Kirloskar Motors• 1997 Fiat Motors (Re-Entry)•

1998 San Motors• 1998 Mitsubishi Motors • 2001 Skoda Auto • 2003 Chevrolet Motors (Re-Entry)

Following the economic reforms of 1991, the automobile section underwentdelicensing and opened up for 100 percent Foreign Direct Investment. A surge ineconomic growth rate and purchasing power led to growth in the Indian automobileindustry, which grew at a rate of 17% on an average since the economic reforms of 1991. The industry provided employment to a total of 13.1 million people as of 2006-07, which includes direct and indirect employment. The export sector grew at a

rate of 30% per year during early 21st century. However, the overall contribution of automobile industry in India to the world remains low as of 2007. Increased

 presence of multiple automobile manufacturers has led to market competitivenessand availability of options at competitive costs. India was one of the largestmanufacturers of tractors in the world in 2005-06, when it produced 2,93,000/- units.India is also largely self-sufficient in tyre production, which it also exports to over 60 other countries. India produced 65 million tyres in 2005-06.

Overview

Pran Tiku —on the subject of automobile industry in India—holds:

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India’s car market has emerged as one of the fastest growing in the world. The number of cars sold domestically is projected to double by 2012, and domestic production isskyrocketing as foreign makers are setting up their own production plants in India. Thegovernment’s 10-year plan aims to create a $145 billion auto industry by 2016.

According to McKinsey, the auto sector’s drive to lower costs will push outsourcing.The auto sector could be worth $375 billion by 2015, up from $65 billion in 2002.McKinsey thinks India could capture $25 billion of this amount. Out of 400 Indiansuppliers, 80 percent have the ISO 9000 certificate—the international standard for quality management.

The production of automobiles in India is largely aimedat local consumers. Several Indian manufacturersalso export a diverse variety of auto components.Tiku predicts a sale of 4.2 million four wheeler automobiles in India by 2015.

Indian automobile companies

The following are some of the notable Indian automobile manufacturers:

Company Description Product

Ashok Leyland

Ashok Leyland is a commercialvehicle manufacturing company

 based in Chennai, India. In 1948,Ashok Motors was set up in whatwas then Madras, for the assemblyof Austin Cars. The Company'sname changed soon with equity

 participation by British Leyland and Ashok Leyland commencedmanufacture of commercialvehicles in 1955. Ashok Leyland

has six manufacturing plants: a plant at Ennore near Chennai, two

18 seater to 82 seater double-decker buses, 7.5 tonne to 49 tonnein haulage vehicles, specialapplication vehicles, and dieselengines for industrial, marine andgenset applications.

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 plants at Hosur (called Hosur I andHosur II, along with a press shop),and the assembly plants at Alwar  and Bhandara.

Force MotorsLtd

Force Motors, formerly BajajTempo, is a Pune-basedmanufacturer of a number of commercial vehicles

Gas-cylinder carrier, copied from3-wheel Vidal & Sohn Tempo-Werke (German) Hanseat;Matador, a version of Hanomag van and light-truck (1.5 tonne

 payload); Tempo-traveller, Indianversion of Daimler-Benz T-1transporters; Man-Force Trucks,

licensed version of MAN AG trucks; and UV's copied fromDaimler-Benz.

HindustanMotors

Hindustan Motors is one of theoldest Indian car manufacturers inIndia. It is perhaps best known for the Ambassador which hasremained virtually unchanged for about 30 years. It is still very

 popular as a taxi and is widely used by Indian politicians.

Trekker (discontinued), Landmaster (discontinued), Contessa (discontinued)—5th generationVauxhall Victor, and theAmbassador  —a version of the

1950s Morris Oxford.

Mahindra &MahindraLimited

The automotive section of Mahindra started off when a first

 batch of seventy five UtilityVehicles (UVs) was imported inCKD condition from Willys in1947. It presently manufacturesJeeps along with agriculturalequipment and light trucks.

Armada (discontinued), Voyager  (discontinued), Bolero.Commander , CL, MaXX, Scorpio,and Mahindra and MahindraClassic.

MarutiSuzuki

Maruti Suzuki (formerly MarutiUdyog) was formed as a

 partnership between theGovernment of India and Suzuki of Japan. It brought India its first"affordable" car, the Maruti 800. Itis the biggest car manufacturer in

India and especially dominant inthe small car sector. Then it brought

800, Omni, Alto, Gypsy, Swift,SX4, WagonR , Versa, Zen Estilo,Grand Vitara, and Swift Dzire.

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out the Maruti 1000, made byMaruti Udyog was the first ever contemporary sedan-type car launched in India. The car (whichSuzuki sold in other countries as theCultus/Swift/Geo Metro with a 1.3L or 1.6 L engine) was introducedin October, 1990. Sold at Rs.3.81lakh, it was back then the costliestcar released in the Indian market.Then the company replaced it withEsteem and from those days on aline of Suzuki cars rolled out in theIndian market.

Premier Automobiles

Walchand Hirachand startedPremier Automobiles Ltd. (PAL) in1942. They assembled De Soto andPlymouth cars in 1946 inassociation with Chrysler from theUnited States. They alsomanufactured the Premier Padmini which was a version of the Fiat1100.

Padmini (discontinued), 118 NE (discontinued), and Premier Sigma.

REVA

REVA Electric Car Co. is the producer of the Reva (G-Wiz), anelectric car intended for use as aCity car. More REVAs have been

 produced than any other currentlyselling electric car and sales areincreasing. It is currently theworld's leading electric car manufacturing company.

REVA (G-Wiz).

Tata Motors

Tata Motors, formerly known asTELCO, is the largest automobilemanufacturer in India andcommands more than 70% of thecommercial vehicle market in Indiaand has also increased its share of 

 passenger vehicle market. It wasresponsible for developing India's

first indigenous vehicle, the Indica.It has proved to be a success in the

Indica, Indigo, Indigo Marina,Safari, Sumo, TL, and Tata Nano.

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market after initial quality problems. The company alsoexports the car to many countries.Tata owns major stake in Jaguar and Range Rover.

In addition to Bangalore-based Reva, which currently is the only company actuallyselling EVs today, electric cars made in India includes:

• Mahindra & Mahindra: Four-seat model in 2010.• Ajanta Group: clockmaker with plans for low-cost EV.• Tata : Low-cost EV less than a Tata Nano. • Hero Electric: 2013 Electric car.

 

Multi-national companies in India

Company Description Product

Audi

In January 2008, Audi started production with the Audi A4 and

A6 at its factory in Aurangabad inthe state of Maharashtra.

A4, A6, A8, R8, Q7, and TT.

BMW

BMW is a manufacturer of sportsedans. BMW enjoys good brandrecognition in India. It has set up a

 plant in Chennai, Tamil Nadu, tomanufacture cars locallyexclusively for the local marketwith no plans for export. It set up

the plant to circumvent high importduties.

3 Series, 5 Series, 6 Series, 7 Series, X3, and X5.

Fiat The Fiat Uno was one of the first products to be introduced. The FiatPalio was later introduced and wasinitially a success with its style andride comfort coupled with solid

 build but has slowly lost its sheendue to low fuel efficiency. Other models were introduced such as the

Uno (discontinued), Palio, Palio Stile,Siena (discontinued), Siena Weekend (discontinued), Petra (discontinued),Adventure, Fiat Bravo—sold incollaboration with Tata Motors, Fiat500—sold in collaboration with TataMotors, and Fiat Linea—sold in

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Palio Weekend and Siena. Fiat triedre-branding of the Fiat Siena to FiatPetra without much success. Itroped in Sachin Tendulkar as one of its brand ambassadors. EvenMichael Schumacher appeared in anad for the Palio. It has entered nowinto an alliance with Tata Motors to

 jointly manufacture cars at its plantin Ranjangaon, near Pune. Thefacility will enable the twocompanies to make about 200,000cars per annum, and also house anengine manufacturing unit with a

capacity of 250,000 units per annum. The alliance will also seeTata Motors use Fiat's diesel technology—the 1.3 litre multijetdiesel engine—for its own vehicles.The two companies also have adistribution and service partnership.

collaboration with Tata Motors.

Ford

Motors

Ford entered India in collaborationwith Mahindra & Mahindra in 1995

with a plant in Tamil Nadu. Thefirst model was the Escort.

Escort (discontinued), Ikon, Mondeo(discontinued), Endeavour, Fusion,and Fiesta.

GeneralMotors

Chevrolet has been a recognized brand in India for several decades.The model line-up consists of vehicles from cheaper sister brandslike Daewoo. General Motorsinitially entered India with the Opel

 brand, but the Opel brand was

dropped in March 2006 becausesales were at an all time low due tohigh prices and General Motorswanted to focus more on their Chevrolet brand. Since theChevrolet brand was introduced inIndia, there have been no new Opel 

 products. GM's Indian operationswere originally a JV betweenHindustan Motors and GM, withmost of GM's vehicles assembled atHindustan's plant in Halol, Gujarat.

Tavera —rebadged Isuzu Panther,Forester (discontinued)—rebadgedFirst Generation Subaru Forester,

Aveo —second Generation DaewooKalos sedan, Aveo UV-A —firstGeneration Daewoo Kalos hatchback,Optra —rebadged Daewoo Lacetti,SRV —rebadged Daewoo Lacetti,Spark  —formerly Daewoo Matiz inIndia, and Captiva —recent launch inIndia.

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Since then, GM India is now whollyowned by GM.

Honda

Honda Siel Cars entered India in1995. It sells 4 cars in India—theCity, Civic, Accord, and CR-V. Themanufacturing plant of Honda Sielis located in Greater Noida. Themodel of Accord sold in India is the2003 model. The most inexpensivecar from Honda—The City. Themost expensive—The HondaAccord V6.

Accord, City, Civic, and CR-V.

Hyundai

When Hyundai entered India, the brand was virtually unknown in theIndian market. But now Hyundaihas good market because of itsmodels like SANTRO, Accent etc.

Santro  —second generation HyundaiAtos, Accent —second generationHyundai Accent sedan, Sonata —soldas the Sonata Embera, Verna —thirdgeneration Hyundai Accent sedan,Getz —sold as the Getz Prime, Elantra

 —3rd generation Hyundai Elantrasedan, Terracan (discontinued),Tucson, i10 —brand new small car,

global launch in India in 2007, andi20.

Renault- Nissan

-Logan (in partnership with Mahindraand Mahindra).

Mercedes-Benz

Mercedes-Benz has had to cater tothe ever gowning luxury segment in

India, especially after the arrival of the other luxury Germanmanufacturers. Now, Mercedes-Benz cars are launched in Indiasoon after the worldwide launchand homologation as opposed toearlier, when Mercedes-Benz hadmonopolized the niche Indianmarket. In 2007 they launched theSLK-Class and CLS-Class.

C-Class, E-Class, S-Class, ML-Class,SL-Class, CL-Class, SLK-Class,CLK-Class, GL-Class, and CLS-Class.

Mitsubishi - Lancer - Sixth Generation Mitsubishi

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Motors

Lancer, Cedia —seventh generationMitsubishi Lancer, Pajero —secondgeneration Mitsubishi Pajero,Montero —third generation MitsubishiPajero, and Outlander .

Škoda

Škoda Auto is an important car manufacturer of India. It recentlylaunched the Laura; the Octavia still continues to exist. Škoda also offersthe Superb in India but it's not too

 popular.

Octavia, Superb, Laura, and Fabia.

Toyota

Toyota Kirloskar sells 4 car modelsin India. It stopped producing theToyota Qualis to make way for theToyota Innova, which was launchedin India in 2005. The mostexpensive car from Toyota is theLand Cruiser Prado.

Qualis (discontinued)—3rd generationToyota Kijang, Camry —7thgeneration Toyota Camry (the latestgeneration Camry), Corolla —9thgeneration Toyota Corolla, Innova,and Land Cruiser Prado VX—latestgeneration Toyota Land Cruiser (PRADO).

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COMPANY’SPROFILE

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INTRODUCTION OF MARUTI UDYOGLIMITED

Maruti Udyog Limited

Maruti Udyog Limited, a subsidiary of Suzuki Motor Corporation of Japan, has beenthe leader of the Indian car market for about two decades. Its manufacturing plant,located some 25 km south of New Delhi in Gurgaon, has an installed capacity of 3,50,000 units per annum, with a capability to produce about half a million vehicles.

The company has a portfolio of 11 brands, including Maruti 800, Omni, premium

small car Zen, international brands Alto and WagonR, off-roader Gypsy, mid sizeEsteem, luxury car Baleno, the MPV, Versa, Swift and Luxury SUV Grand VitaraXL7.

In recent years, Maruti has made major strides towards its goal of becoming SuzukiMotor Corporation's R and D hub for Asia. It has introduced upgraded versions of WagonR, Zen and Esteem, completely designed and styled in-house.Maruti's contribution as the engine of growth of the Indian auto industry, indeed itsimpact on the lifestyle and psyche of an entire generation of Indian middle class, iswidely acknowledged. Its emotional connect with the customer continues

Maruti tops customer satisfaction again for sixth year in a row according to the J.D.Power Asia Pacific 2005 India Customer Satisfaction Index (CSI) Study.The company has also ranked highest in India Sales Satisfaction Study.

The company's quality systems and practices have been rated as a "benchmark for the automotive industry world-wide" by A V Belgium, global auditors for International Organisation for Standardisation. In keeping with its leadership

 position, Maruti supports safe driving and traffic management through mass mediamessages and a state-of-the art driving training and research institute that it managesfor the Delhi Government.

The company's service businesses including sale and purchase of pre owned cars(TrueValue), lease and fleet management service for corporates (N2N), MarutiInsurance and Maruti Finance are now fully operational. These initiatives, besides

 providing total mobility solutions to customers in a convenient and transparentmanner, have helped improve economic viability of The company's dealerships.

The company is listed on Bombay Stock Exchange and National Stock Exchange.

The objectives of MUL then were:• Modernization of the Indian Automobile Industry.• Production of fuel-efficient vehicles to conserve scarce resources.

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• Production of large number of motor vehicles which was necessary for economicgrowth.

Production / R & D

Spread over a sprawling 297 acres with 3 fully-integrated production facilities, theMaruti Udyog Plant has already rolled out over 4.3 million vehicles. In fact, on anaverage, two vehicles roll out of the factory every minute. And it takes on anaverage, just 14 hours to make a car. More importantly, with an incredible range of 11 models available in 50 variants, there's a Maruti Suzuki made here to fit everycar-buyer's budget. And dream.

OTHER PRODUCTS OFMARUTI SUZUKI

MODEL TYPE

Maruti 800

• Maruti 800 STD BS III

• Maruti 800 AC BS III

Small

Omni

• 5 seater Maruti Omni• 8 seater Maruti Omni

• LPG Maruti Omni

Small

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Maruti Alto

• Alto• Alto Lx

•

Alto Lxi

Small

Maruti Zen

• Maruti Zen Lx• Maruti Zen Lxi

• Maruti Zen Vxi

Mid-Size

Wagon R 

• WagonR Lx• WagonR Lxi• WagonR Vxi

• WagonR Ax

Mid-Size

Versa

• 5 seater 

• 8 seater ( DX & DX2)

Mid-Size

Maruti Esteem

• Maruti Esteem Lx• Maruti Esteem Lxi

• Maruti Esteem Vxi

Mid-Size

A-Star

• A-Star Lx

• A-Star Lxi

• A-Star Vxi

Small-Size

Baleno

• Baleno Sedan VXi

• Baleno Sedan LXi

Mid-Size

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Zen Estilo

• zen estilo Lx

• zen estilo Lxi

• zen estilo Vxi

Small-Size

BIT ABOUT MARUTI UDYOG LTD.

COMPETITORS OF MARUTI UDYOG LTD.

 

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COMPETITORS OF MARUTI SUZUKI SWIFT

1. HYUNDAI SANTRO 1.1 CRDI:

When Hyundai launch the Santro’s replacement in 2007, it will come with the

surprise addition of a 1.1 litre common rail diesel. Likely to be the cheapest car on

sale powered by a CRDi engine, this motor is the new Accent’s CRDi unit less one

cylinder. Incredibly powerful for its size, this 1,120cc engine produces a whopping

75bhp. Unconfirmed reports talk of overall figures, city and highway combined, in

excess of 20 kilometres a litre.

2. HYUNDAI GETZ 1.5 CRDI:

 Not as attractive as the Swift, but more practical, with greater rear seat comfort and

more useable space, Hyundai’s diesel assault continues up the range with its large

hatch. The Getz will share its motors with the new Accent/ Verna. Hyundai sell theGetz powered by a detuned version of the new Accent motor in the European

continent, and it’s likely to be the case here as well. Producing 87bhp as against

108bhp, using two versions of the same engine will help Hyundai get a handle on

costs. The diesel Getz also qualifies for excise sops, meeting both length and engine

capacity criteria.

3. TATA INDICA 1.3 MULTIJET:

By the time the larger new Indica is out, the Tata-Fiat tie-up will be going full

throttle. Tata will borrow engines from Fiat with, you guessed it, the 1.3 litre

Multijet being the engine of choice. Thoroughly localised, cheaply assembled and

very capable, it will give the new Indica/ Indigo family a huge leap forward as far as

overall ability is concerned.

4 .FORD FIGO:

5. VOLKSWAGON POLO:

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MARKETING MIX

4P’s OF MARUTI SUZUKI SWIFT

PRODUCT

PRICE

PROMOTION

PLACE

PRODUCT

Features:

The all-new Maruti Suzuki Swift is fully loaded with a range of exciting new

features. It's a perfect complement to your evolved tastes and lifestyle. And the best

way to take your driving pleasure to a brand-new high.

European Styling. Japanese Engineering. Dream-Like Handling.

The new Swift is a generation different from Suzuki design. Styled with a clear sense of muscularity, its one-and-a-half box, aggressive form makes for a look of stability, a sensethat it is packed with energy and ready to deliver a dynamic drive.Its solid look is complemented by an equally rooted road presence and class-defining ridequality. New chassis systems allow for the front suspension lower arms, steering, andgearbox and rear engine mounting to be attached to a suspension frame. You get lower road noise and a greater feeling of stability as you sail over our roads with feather-touchease.

There are three variants of Maruti Suzuki Swift:

Swift LXi

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Swift VXi

Swift ZXi

SWIFT LXI:

3 assist grips, 3 spoke urethane steering wheel, antenna, cabin light (3 position),console box (lower), cup holders (front 2, rear1), front door trim pockets, greentinted glass window, halogen headlamps, headlamp levelling device, heater andmanual Air conditioning, OVRM (internally adjusted), rear fog lamps, wind screenwiper 2 speed plus 1 speed intermittent, tailgate opener key type, trip meter (digitaldisplay), sun visors (both sides), brake assist , child lock (rear door), high mountedstop lamp, power steering, rear seat belts etc. are the features available in this model.

Swift VXi

Apart from the features found in other model, striking features of this model are black coloured A & B pillars, 12v accessory socket in centre console, day and night

rear view mirror, door ajar warming lamp, driver's seatbelt warning lamp,tachometer, driver's seat belt warning lamp, vanity mirrors (sun visor co-driver side),rear seat head restraints, fabric accented door trims, central door locking (4 door),front and rear electronic windows, front fog lamps, light off/ key reminder, manualair-conditioning, key not removed warning buzzer, etc.

Swift ZXi

Special features that have made this model more market friendly are rear windowdemister, rear parcel shelf, rear window wiper, room lamp and luggage room,keyless entry, dual front airbags, coloured outside door mirror cowls, colouredoutside door handles, 12v accessory socket in luggage room, driver seat height

adjuster, central door locking (5 doors), seat belts 3-point ELR with shoulder adjusters, seat belts front 3-point ELR with pretensioning, tailgate opener electromagnetic type etc.

PRICEMaruti is expected to take Hyundai heads on with the pricing of their upcomingMaruti Suzuki Swift car. After launching cars for the masses since so many years,India’s largest automobile manufacturer is now targeting the premium segment withtheir latest model from the Suzuki’s stable. The analysts predict the pricing of this

 premium hatchback to start from Rs. 4 lakh.

This price range would practically rip apart Hyundai’s offering in Getz, which is priced at a much higher tag of Rs. 4.5 lakh. Both the companies are known for their value based offerings and Maruti with their extensive service network and brandreputation for making reliable cars should get the customer’s nod over their competition.

The official pricing however is still not out. However, the company is said to bestudying the prospects of launching the base model at the 4-lakh price tag. There isanother advantage in doing so considering in the capital city of Delhi NCR road taxon the sub 4 lakh priced cars is comparatively lower at 2%. Cars at a price higher 

than 4 lakh have to pay a 4% road tax.

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Delhi NCR is one of the major targeted markets and it might get the benefit of this policy. And if they indeed do take the chance of pricing Suzuki Swift at aconsiderable lower price than Hyundai Getz, they would quite likely force thecompetition to rethink their strategy.

VariantNon

Metalli

c Price

Metallic

Price 

Swift LXi 416485 416485

Swift VXi 443924 443924

Swift VXi

(ABS)464962 464962

PROMOTIONWhen Maruti Udyog launched the Swift in May last year, the automotive industrywas agog with expectation that the car had the makings of a real winner. Threeversions were launched with the base variant carrying a retail tag of Rs 3.85 lakh,ex-showroom, New Delhi, and this aggressive pricing only reinforced this feeling.

A year later, the company says the Swift is now the most-sold car in the first year of any car in the history of the Indian automobile industry, having totted up sales of 61,200 units. 

This is higher than what Maruti had initially planned to sell. The car recorded anestimated 4,000 bookings at the time of its launch, and the initial output of 200 unitsa day on a two-shift basis, wasn’t enough to cope with demand.

In October, the company increased capacity for the Swift which helped cut down onthe waiting time from an estimated three months. The company currently makes over 300 units every day.

The Swift has made a real impact in the small hatchback segment leaving its closetrival, the Getz far behind. Between April 2005 and April 2006, Hyundai sold 16,872units of the Getz. Maruti now has launched the diesel version of the Swift. The

diesel version get benefit from the excise sops in this year’s budget. A new versionof maruti swift is gearing up to be launch next year, it remains to be seen how themodels fares in the marketplace.

PLACE

The car manufacturing company, called Maruti Suzuki Automobiles India Limited,is a joint venture between Maruti Udyog and Suzuki Motor Corporation holding a 70

 per cent and 30 per cent stake respectively.

The Rs.1,524.2 Crore plant has a capacity to roll out 1 lakh cars per year with acapacity to scale up to 2.5 lakh units per annum.

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The engine and the transmission plant has owned by Suzuki Power train IndiaLimited in which Suzuki Motor Corporation would hold 51 per cent stake andMaruti Udyog holding the balance.

The ultimate total plant capacity is three lakh diesel engines. However, the initial

 production is 1 lakh diesel engines, 20,000 petrol engines and 1.4 lakh transmissionassemblies.

SWOT ANALYSIS OF MARUTI UDYOG LTD.

STRENGTHS

WEAKNESSES

OPPURTUNITIES

THREATS

STRENGTHS

The Quality Advantage 

Maruti Suzuki owners experience fewer problems with their vehicles than

any other car manufacturer in India (J.D. Power IQS Study 2004). The Alto

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was chosen No.1 in the premium compact car segment and the Esteem in theentry level mid - size car segment across 9 parameters.

The J.D. Power APEAL Study proclaimed the Wagon R no. 1 in the premium compact car segment and the Esteem No.1 in the entry level mid -

size car segment. This study measures owner in terms of design, content,layout and performance of vehicles across 8 parameters.

A Buying Experience like No Other

Maruti Suzuki has a sales network of 307 state-of -the-art showrooms across189 cities, with a workforce of over 6000 trained sales personnel to guideour customers in finding the right car. Our high sales and customer carestandards led us to achieve the No.1 nameplate in the J.D. Power SSI Study.

Quality Service across 1036 Cities

In the J.D. Power CSI Study, Maruti Suzuki scored the highest across all 7 parameters: least problems experienced with vehicle serviced, highestservice quality, best in-service experience, best service delivery, best serviceadvisor experience, most user-friendly service and best service initiationexperience.

92% of Maruti Suzuki owners feel that work gets done right the first timeduring service. The J.D. Power CSI study also reveals that 97% of MarutiSuzuki owners would probably recommend the same make of vehicle, while90% owners would probably repurchase the same make of vehicle.

WEAKNESSES

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OPPURTUNITIES

Leading Growth

As the market leader, MUL led the growth in the passenger car sector lastyear. Maruti's sales went up 30% to 4,72,000/- units. This is the highestannual sale since the company began operations 20 years ago. Maruti alsogained market share, mainly on account of its performance in thecompetitive A2 segment where it increased its share from 40.3% in 2008-09to 47.7% in 2009-10.

The record sales performance was reflected in the financials. Net Sales(excluding excise) grew by 31% to Rs 93,456 million. Operating Profit

Margin increased from 0.8 % in 2008-09 to 4.7 % in 2009-10. Profit After Tax jumped 2700 million to Rs 5421 million.

MUL is committed to motorising India. Towards this end, company's partnership with State Bank of India and its Associate Banks took organisedfinance to small towns to enable people to buy Maruti cars.

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THREATS

THREATS FROM COMPETITORS

Tata Motors Limited

In the 2010 fiscal year, Tata Motors generated revenues of $3,542.2 million(INR154,935.2 million). The company made a net profit of $185 million(INR8,103.4 million) in the 2010 fiscal year.

General Motors Corporation

For the fiscal year ended December 2010, GM generated revenues of $193,517million, an increase of 4.3% from the previous year. The company reported a netincome of $2,805 million for fiscal 2010, down 26.6% from the previous year.

PRODUCT LIFE CYCLE

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Introduction:

As a new product much time will be spent by the organisation to create awareness of it presence amongst its target market. Profits are negative or low because of thisreason.

Growth:

If consumers clearly feel that this product will benefit them in some ways and theyaccept it, the organisation will see a period of rapid sales growth.

Maruti Suzuki Swift stands on Growth Stage. As the sales of Maruti Suzuki Swift is

high as compare to Hyundai Getz then the consumer will buy Maruti Suzuki Swift by providing them with great benefits in future and they will accept it.

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Cash Cows:

High Market Share / Low Market Growth

Here, you’re well-established, so it’s easy to get attention and exploit newopportunities. However it’s only worth expending a certain amount of effort,

 because the market isn’t growing and your opportunities are limited.

Maruti Suzuki Swift stands on Cash Cows where they have established their brand inthe market. Of which they can exploit new opportunities. They have opportunities toexpand their product more in the market. As they have expanded globally in theglobal market.

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NEW MODEL OF SWIFT

Swift Dzire - is that the name of the

Maruti Swift sedan which willreplace the Esteem?

Maruti Suzuki Dzire, the replacement for old warhorse Maruti Esteem.

Basically, the Suzuki Dzire is the sedan version of the hugely successful SuzukiSwift. Maruti was planning for a while to bring in a 3-box version of the Swift, andthe Dzire is the answer.

Though the Dzire is essentially the Maruti Suzuki Swift in a sedan avatar, thecompany modified the headlamps, front grille and bumper design to make the car not look like a Swift with a tail. Unlike the Suzuki Swift which is made in severalcountries, Maruti Suzuki build the Suzuki Dzire only in India. The Dzire is exportedto several countries.

Maruti Suzuki has been phasing out older 3-box models and bringing in new global

 products to replace them. The Maruti Suzuki Baleno was the first to go out, to bereplaced by the Maruti Suzuki SX4. The next in line seems to be the Maruti Esteem,one of the longest selling cars from the Maruti stable. The car, which initially made afeeble appearance as the Maruti 1000, went in for a complete overhaul andreappeared as the Maruti Esteem. With minor cosmetic changes, Maruti has beensuccessfully selling the sedan for 20 years now.

The Suzuki Dzire offer both petrol and diesel options, in 1.3 litre engines. The car comes with ABS, power steering, fog lamps and automatic climate control systems.

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Maruti Suzuki has launched the Swift Dzire, its seventh model in three years. Pricedrange of Rs.4.49 lakh to Rs.6.7 lakh (ex-showroom, Delhi), the Maruti Suzuki SwiftDzire has both diesel and petrol variants, powered by 1.3-litre engines. While the

 petrol variant will cost between Rs.4.49 lakh and Rs.5.9 lakh, the diesel version willcarry a price tag of Rs.5.39-6.7 lakh.

Complete with an integrated stereo, steering-mounted audio controls, automaticclimate control, power windows and dual airbags. This is because the Maruti SuzukiSwift Dzire may prove to be costly for buyers who opt to wait for a bit before buyingthe Swift Dzire. Rising input costs, especially that of steel and petroleum products,are putting pressure on the margins and it is expected that Maruti Suzuki might hikethe price of the Swift Dzire.

The Dzire is an India-only model as far as we know. It appeals to the Indian preference for seans over hatchbacks. At the current price, the Dzire will take on thevarious Tata Indigos, the Mahindra Logan, Ford Fiesta - appropriately enough. After all, it is a car that would replace the ageing Maruti Esteem.

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There are many who have expressed reservations about the looks of the Swift Dzirethough. It looks a bit odd, definitely, from certain angles. Not that it is going tomatter to an Indian buyer.

Maruti Suzuki expects that with growing incomes and better lifestyles, many

households would want to upgrade to a sedan. Maruti maintains that the Swift DZireis an entry-level sedan offering style, features and performance at an attractive price.

Meanwhile, Maruti Suzuki plans to launch its new Maruti Suzuki swift in 2012.

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Showrooms of Maruti in Delhi;

• Allianz Automobiles:Kamal Cinema Building, Safdarjung Enclave,

 New Delhi

Telephone: 91-11-26104693, 26183785

E-Mail: aalianz@satyam.net.in

• Apra Auto India Private Limited:

K-804/2 Mahipalpur, Vasant Kunj Road, New Delhi.

Telephones: 91-11-42390000, 41009900Fax: 91-11-52390088

E-Mail: apravk@apraauto.net

• Bagga Link Motors Private Limited:

395, Patparganj Industrial Area, New Delhi.

Telephones: 91-11-22169111, 22169555, and 22169222

Fax: 91-11-22141133

E-Mail: bim@del2.vsnl.net.in

• Competent Automobiles Company Limited:

48, Ring Road, Lajpat Nagar IV, New Delhi.

Telephone: 91-11-26917814 Fax: 91-11-26830306

E-Mail: cacllp@mnatraonline.com

• Competent Automobiles Company Limited:

14, Competent House, Middle Circle, Connaught Place, New Delhi.

Telephones: 91-11-23355285/86/87, 23354572/73/74, 23328009

E-Mail: competent@del6.vsnl.net.in

• Competent Automobiles Company Limited:

19, Shivaji Marg, New Delhi.

Telephones: 91-11-25925261, 25925329, and 25930611

E-Mail: competent@del6.vsnl.net.in

• Competent Automobiles Company Limited:

3, Gazipur, Delhi( East), Delhi.

Telephones: 91-11-22446551, 22217774, and 22446552

Fax: 91-11-22446553

E-Mail: competent@del6.vsnl.net.in

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• D D Motors:

100, Mayapuri Phase II, New Delhi.

Telephone: 91-11-41845000, 28116502, and 28115403

Fax: 91-11-28113505

E-Mail: ddinfo@ddmotors.net

• DDMotors:

5, Wazirpur Industrial Area,

 Near Wazirpur Bus Depot, New Delhi.

Telephone: 91-11-27153999, 41843000

Fax: 91-11-27151466

E-Mail: ddnorth@bod.net.in

• D D Motors Private Limited:

F 1/9, Okhla Industrial Area, Phase 1, New Delhi.

Telephone; 91-11-40523000

E-Mail: dd.south@ddmotors.net

• Fair Deal Cars Private Limited:

485-A, Jhilmil, Main G.T.Road, Shahdara, New Delhi

Telephone: 91-11-22119626/27

Mobile: 9910894050

E-Mail: fairdealcars@rediffmail.com

• Gautam Motors Private Limited:

E-46/14, Okhla Industrial Area, Phase-II, Main Kalkaji Road, New Delhi

Telephone: 91-11-41613879, 28613880, 28613879

Fax: 91-11-26921189

E-Mail: gautam_sh@eth.net

• Krish Automotors Private Limited:

Mam Ram Majesty Mall, Plot Number 2, Road Number 43, Guru Harkishan

Marg, Pitampura, New Delhi

Telephone: 91-11-32435050E-Mail: krishautomotors@yahoo.co.iN

• Marketing Times Automobiles Private Limited:

A-1, Chirag Enclave, New Delhi

Telephone: 91-11-26292629

E-Mail: Maruti@marketing-times.com 

• Marketing Times Automobiles Private Limited:

Vishal Cinema Complex, Vishal Enclave, Rajouri Garden, New Delhi

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Telephone: 91-11-25112222

E-Mail: vishal@marketing-times.com

• Maruti Service Master:

F-39, Okhla Industrial Area, Phase-2, New Delhi

Telephone: 91-11-41612194, 41612195

• Pasco Automobiles:

A-1, Udyog Nagar, New Rohtak Road, Peeragarhi, New Delhi

Telephone: 91-11-25963535

E-Mail: pasco@vsnl.net

• Rana Motors Private Limited:

Rikhi House A 2/7, Safdarjung Enclave Opposite Bhikaji Cama Place, New

Delhi.

Telephone: 91-11-26712222 (10 Lines)

Fax: 91-11-26711320

E-Mail: ranamotors@vsnl.in

• Rana Motors Private Limited:

Tis Hazari Metro Station, Boulevard Road, New Delhi.

Telephone: 91-11-23972222

E-mail: ranamotors@bol.net.in

• Rohan Motors Limited:

A-15, Mohan Co-operative Industrial Area, Mathura Road, Delhi

Telephone: 91-11-41679303/04, 41678695,

Fax: 91-11-51679302

E-Mail: rminewdelhi@touchtelindia.net.in

• Saya Automobiles Limited:

A-21-22, G.T.Karnal Road, Industrial Road, Industrial Area, New Delhi,

Telephone: 91-11- 27231955-57, 27231960, 27251402/03

Fax: 91-11-27216900

E-Mail: saya@ndb.vsnl.net.in• Sikand & Company:

50, Janpath, New Delhi.

Telephones: 91-11-23320450, 23310364, 23326508

Fax: 91-11-23313765

E-Mail: hds@ndf.snl.net.in

• T R Sawhney Motors Private Limited:

33 & 34, Harichand Melaram Complex, East Gokulpur, Wazirabad Road,

 New Delhi.

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Telephones: 91-11-22816777, 22816533, and 22816733

E-Mail: trsawhney@sawhney.net.in

• T R Sawhney Motors Private Limited:

B-5, Industrial Area Phase-1, Badli Opposite Sector-18,

Telephone: 91-11-27853094

E-Mail: trsawhney2@sify.com

Research Methodology:

Research methodology is considered as the nerve of the project. Without

a proper well-organized research plan, it is impossible to complete the

 project and reach to any conclusion. The project was based on the

survey plan. The main objective of survey was to collect appropriate

data, which work as a base for drawing conclusion and getting result.

Therefore, research methodology is the way to systematically solve the

research problem. Research methodology not only talks of the methods

 but also logic behind the methods used in the context of a research study

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and it explains why a particular method has been used in the preference

of the other methods

Research design:

Research design is important primarily because of the increased

complexity in the market as well as marketing approaches available to

the researchers. In fact, it is the key to the evolution of successful

marketing strategies and programmers. It is an important tool to study

 buyer’s behaviour, consumption pattern, brand loyalty, and focus market

changes. A research design specifies the methods and procedures for 

conducting a particular study. According to Kerlinger, “Research Design

is a plan, conceptual structure, and strategy of investigation conceived as

to obtain answers to research questions and to control variance.

Type of Research is:

• Descriptive Research

The type of research adopted for study is descriptive. Descriptive studies

are undertaken in many circumstances when the researches is interested

to know the characteristic of certain group such as age, sex, education

level, occupation or income. A descriptive study may be necessary in

cases when a researcher is interested in knowing the proportion of 

 people in a given population who have in particular manner, making

 projections of a certain thing, or determining the relationship between

two or more variables. The objective of such study is to answer the“who, what, when, where and how” of the subject under investigation.

There is a general feeling that descriptive studies are factual and very

simple. This is not necessarily true. Descriptive study can be complex,

demanding a high degree of scientific skill on part of the researcher.

Descriptive studies are well structured. An exploratory study needs to be

flexible in its approach, but a descriptive study in contrast tends to be

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rigid and its approach cannot be changed every now and then. It is

therefore necessary, the researcher give sufficient thought to framing

research.

Questions and deciding the types of data to be collected and the

 procedure to be used in this purpose. Descriptive studies can be divided

into two broad categories: Cross Sectional and Longitudinal Sectional. A

cross sectional study is concerned with a sample of elements from a

given population. Thus, it may deal with household, dealers, retail

stores, or other entities. Data on a number of characteristics from sample

elements are collected and analyzed. Cross sectional studies are of two

types: Field study and Survey. Although the distinction between them is

not clear- cut, there are some practical differences, which need different

techniques and skills. Field studies are ex-post-factor scientific inquiries

that aim at finding the relations and interrelations among variables in a

real setting. Such studies are done in live situations like communities,

schools, factories, and organizations.Another type of cross sectional study is survey result, which has been

taken by me. A major strength of survey research is its wide scope.

Detail information can be obtained from a sample of large population

.Besides; it is economical as more information can be collected per unit

of cost. In addition, it is obvious that a sample survey needs less time

than a census inquiry. Descriptive research includes survey and factfinding enquiries of different kinds of the major purpose. Descriptive

research is description of the state of affairs, as it exists at present. The

main characteristic of this method is that the researcher has no control

over the variables; he can only report what has happened or what is

happening. The methods of research utilized in descriptive research are

survey methods of all kinds including comparative and co relational

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methods. The reason for using such needs to be flexile in its approach,

 but a descriptive study in contrast tends to be rigid and its approach

cannot be changed ever now and then.

OBJECTIVES OF THE STUDY

1. To find out the market share of Maruti Suzuki swift

2. To study competitors of Maruti Suzuki swift

3. To study the marketing strategies of Maruti Suzuki swift

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4. To study the strength, weakness, opportunity, and threats (swot -

- analysis) of swift.

5. To study the customer satisfaction regarding Maruti Suzuki cars

6. To study the comparison of swift and swift dzire.

Data collection tools:

After the research problem, we have to identify and select which type of data is to

research. At this stage; we have to organize a field survey to collect the data. One of 

the important tools for conducting market research is the availability of necessary

and useful data.

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Primary data: For primary data collection, we have to plan the following four 

important aspects.

Sampling

Research Instrument

Secondary Data - The Company’s profile, journals and various literature

studies are important sources of secondary data.

Data analysis and interpretation

1. Questionnaires

2. Pie chart and Bar chart

Questionnaires:

This is the most popular tool for the data collection. A questionnaire contains

question that the researcher wishes to ask his respondents which is always guided by

the objective of the survey.

Pie chart:

This is very useful diagram to represent data, which are divided into a number of 

categories. This diagram consists of a circle of divided into a number of sectors,

which are proportional to the values they represent. The total value is represented bythe full create. The diagram bar chart can make comparison among the various

components or between a part and a whole of data.

Bar chart:

This is another way of representing data graphically. As the name implies, it consist

of a number of whispered bar, which originate from a common base line and are

equal widths. The lengths of the bards are proportional to the value they represent.

LIMITATIONS:-

Every study has certain limitations. In my study, also there were certain limitations,

which I could not able to solve.

1. The research was conducted in a very small area.

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2. My research work period witness the biggest ups and downs in product sale

of only one brand, which affected the perception of the customer. This was

 biggest drawback of my study.

3. Time factor was also important for me.4. I had only found the upper-middle class family to fill up the questionnaire,

 but generally, an average middle class family was required for the study.

5. The sample size is also very small which represent my research on consumer 

 behaviour.

ANALYSIS:-

Q1. Have you ever purchased any car of Maruti Suzuki?

Yes

 No

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0

10

20

30

40

50

60

 Yes

No

Q.2 While purchasing car which feature influence you?

Price

Product feature

Brand

Service

Durability

Q3. From where you prefer buying a second hand car?

Through advertisement

Dealers

Showroom

44

25%

20%30%

10%

15% Price

Product Feature

Brand

Service

Durability

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55%

10%

5%

30%  Attract ive Price

Service

Demonstration

Offers

0

5

10

15

20

25

30

35

40

THROUGH ADVERTISEMENT

DEALERS

SHOWROOMS

Q.4.You prefer to buy from the same as you have mentioned in Q.3

 because of following reasons

Attractive Price

Service

Demonstrations

Offers

Q.5.Which Car of Maruti of do you have?

SWIFT

SWIFT DZIRE

ESTEEM

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15%

35%45%

5%

1-3 years

3-5 years

5-10 years

More than 10years

MARUTI800

ALTO

0

10

20

30

40

50

SWIFT

DZIRE

ESTEEM

MARUTI800

ALTO

Q.6. How frequently you change your cars?

1-3 years

3-5 years

5-10 years

More than 10 years

Q.7. Which bank do u prefer for financing the car?

HDFC

ICICI

AXIS BANK 

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PUNJAB NATIONAL BANK 

0

10

20

30

40

50

HDFC

ICICI

AXIS

PNB

Conclusion and recommendations

a) Maruti should improve it’s after sale service because its hits

 badly car market share.

 b) More detailed customaries service is to be provided.

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c) Show room demonstration should be given at frequent time

interval and feed back should be considered positively.

d) The company should look into the matter of person hiring

for in showroom demonstration. A big showroom should

have at least 5 such kind of person.

e) As there is a bottle neck competition between Hyundai and

Maruti, it is necessary to take measure steps to overcome

the area of downfall in Maruti with respect to Hyundai.

f) The marketing managers should make better relations with

dealers and reputation of the company.

g) Customer considers quality as their first preference, so the

company should give more stress on this.

h) The product is well aware and it is on top of mind of 

customer. So company should always improve services and

update their technology.

ANNEXURE

BIBLIOLOGY

www.marutisuzuki.com

www.managementparadise.com

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www.carwale.com

Autocar Magazine

QUESTIONNAIRE

Q1. Have you ever purchased any car of Maruti Suzuki?

Yes

 No

Q.2 While purchasing car which feature influence you?

Price

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Product feature

Brand

Service

Durability

Q3. From where you prefer buying a second hand car?

Through advertisement

Dealers

Showroom

Q.4.You prefer to buy from the same as you have mentioned in Q.3

 because of following reasons

Attractive Price

Service

Demonstrations

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Offers

Q.5.Which Car of Maruti of do you have?

SWIFT

SWIFT DZIRE

ESTEEM

MARUTI800

ALTO

Q.6. How frequently you change your cars?

1-3 years

3-5 years

5-10 years

More than 10 years

Q.7. Which bank do u prefer for financing the car? 

HDFC

ICICI

AXIS BANK 

PUNJAB NATIONAL BANK 

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