WINTER TRAINING PROJECT REPORT

ON

SALES PROMOTION AND CONSUMER BEHAVIOR IN AUTO MOBILE INDUSTRY - SPECIAL REFERENCE OF MARUTI SUZUKI

FOR THE PARTIAL FULFILLMENT OF THE REQUIREMENT

FOR THE DEGREE OF

MASTER OF BUSINESS ADMINISTRATION

SUBMITTED TO : SUBMITTED BY:

MR. KAMAL SINGH RATHORE ASHISH CHATURVEDI

Asst. Professor ROLL NO.: 1471470022

K-IMS

KANPUR INSTITUTE OF MANAGEMENT STUDIES, UNNAO

(AFFILIATED TO ALL INDIA COUNCIL OF TECHNICAL EDUCATION)

1

CERTIFICATE

THIS IS TO CERTIFY THAT THE PROJECT WORK DONE ON (SALES PROMOTION AND CONSUMER

BEHAVIOR IN AUTO MOBILE INDUSTRY - SPECIAL REFERENCE OF MARUTI SUZUKI ) IS A

BONAFIDE WORK CARRIED OUT BY ASHISH CHATURVEDI UNDER MY GUIDANCE. THE

PROJECT REPORT IS SUBMITTED TOWARDS THE PARTIAL FULFILLMENT OF TWO YEAR, FULL

TIME MASTER OF BUSINESS ADMINISTRATION FOR THE ACADEMIC BATCH 2014-2016.

KAMAL SINGH RATHORE

Asst. Professor

Kanpur Institute of Management Studies

Unnao.

Date:

ALTAF QUAIYUM

Dean (Academic)

Kanpur Institute of Management Studies

Unnao.

Date:

2

DECLARATION

I, (ASHISH CHATURVEDI), HEREBY DECLARE THAT THE PROJECT WORK ENTITLED

“SALES PROMOTION AND CONSUMER BEHAVIOR IN AUTO MOBILE INDUSTRY - SPECIAL

REFERENCE OF MARUTI SUZUKI ” SUBMITTED TOWARDS MBA DEGREE IS MY ORIGINAL

WORK AND THE DISSERTATION HAS NOT FORMED THE BASIS FOR AWARD OF ANY DEGREE,

ASSOCIATE SHIP, FELLOWSHIP OR ANY SIMILAR TITLE TO THE BEST OF MY KNOWLEDGE.

Place: UNNAO (ASHISH CHATURVEDI)

1471470022

Date:

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HISTORY OF AUTOMOBILE:

The early history of the automobile can be divided into a number of eras, based on the

prevalent means of propulsion. Later periods were defined by trends in exterior styling, size,

and utility preferences.

In 1768, the first steam powered automobile capable of human transportation was built

by Nicolas-Joseph Cugnot.

In 1807, François Isaac de Rivaz designed the first car powered by aninternal combustion

engine fueled by hydrogen.

In 1886 the first petrol or gasoline powered automobile the Benz Patent-Motorwagen was

invented by Karl Benz. This is also considered to be the first "production" vehicle as Benz

made several other identical copies.

At the turn of the 20th century electrically powered automobiles appeared but only occupied

a niche market until the turn of the 21st century.

Eras of invention

Steam-powered wheeled vehicles

17th and 18th centuries

Ferdinand Verbiest, a member of a Jesuit mission in China, built the first steam-powered

vehicle around 1672 as a toy for the Chinese Emperor. It was of small enough scale that it

could not carry a driver but it was, quite possibly the first working steam-powered vehicle

('auto-mobile')

Cugnot's steam wagon, the second (1771) version

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A replica of Richard Trevithick's 1801 road locomotive 'Puffing Devil'

Steam-powered self-propelled vehicles large enough to transport people and cargo were first

devised in the late 18th century. Nicolas-Joseph Cugnot demonstrated hisfardier à

vapeur ("steam dray"), an experimental steam-driven artillery tractor, in 1770 and 1771. As

Cugnot's design proved to be impractical, his invention was not developed in his native

France. The center of innovation shifted to Great Britain. By 1784, William Murdoch had

built a working model of a steam carriage in Redruth.The first automobile patent in the

United States was granted to Oliver Evans in 1789, and in 1801 Richard Trevithick was

running a full-sized vehicle on the roads in Camborne.

19th century

Many vehicles were in vogue for a time, and over the next decades such innovations as

hand brakes, multi-speed transmissions, and better steering developed. Some were

commercially successful in providing mass transit, until a backlash against these large speedy

vehicles resulted in the passage of the Locomotive Act (1865), which required many self-

propelled vehicles on public roads in the United Kingdom to be preceded by a man on foot

waving a red flag and blowing a horn. This effectively killed road auto development in the

UK for most of the rest of the 19th century; inventors and engineers shifted their efforts to

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improvements in railway locomotives. The law was not repealed until 1896, although the

need for the red flag was removed in 1878.

Among other efforts, in 1815, a professor at Prague Polytechnic, Josef Bozek, built an oil-

fired steam car Walter Hancock, builder and operator of London steam buses, in 1838 built a

four-seat steam phaeton.

In 1867, Canadian jeweller Henry Seth Taylor demonstrated his 4-wheeled "steam buggy" at

the Stanstead Fair in Stanstead, Quebec, and again the following year. The basis of the

buggy, which he began building in 1865, was a high-wheeled carriage with bracing to support

a two-cylinder steam engine mounted on the floor.

What some people define as the first "real" automobile was produced by French Amédée

Bollée in 1873, who built self-propelled steam road vehicles to transport groups of

passengers.

The American George B. Selden filed for a patent on May 8, 1879. His application included

not only the engine but its use in a 4-wheeled car. Selden filed a series of amendments to his

application which stretched out the legal process, resulting in a delay of 16 years before

the US 549160 was granted on November 5, 1895.

Karl Benz, the inventor of numerous car-related technologies, received a German patent in

1886.

The four-stroke petrol (gasoline) internal combustion engine that constitutes the most

prevalent form of modern automotive propulsion is a creation of Nikolaus Otto. The similar

four-stroke diesel engine was invented by Rudolf Diesel. The hydrogenfuel cell, one of the

technologies hailed as a replacement for gasoline as an energy source for cars, was

discovered in principle by Christian Friedrich Schönbein in 1838. The battery electric

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car owes its beginnings to Ányos Jedlik, one of the inventors of the electric motor,

and Gaston Planté, who invented the lead-acid battery in 1859

The first carriage-sized automobile suitable for use on existing wagon roads in the United

States was a steam powered vehicle invented in 1871, by Dr. J.W. Carhart, a minister of the

Methodist Episcopal Church, in Racine, Wisconsin.t induced the State of Wisconsin in 1875,

to offer a $10,000 award to the first to produce a practical substitute for the use of horses and

other animals. They stipulated that the vehicle would have to maintain an average speed of

more than five miles per hour over a 200-mile course. The offer led to the first city to city

automobile race in the United States, starting on July 16, 1878, in Green Bay, Wisconsin, and

ending in Madison, via Appleton, Oshkosh, Waupun, Watertown, Fort Atkinson, and

Janesville. While seven vehicles were registered, only two started to compete: the entries

from Green Bay and Oshkosh. The vehicle from Green Bay was faster, but broke down

before completing the race. The Oshkosh finished the 201 mile course in 33 hours and 27

minutes, and posted an average speed of six miles per hour. In 1879, the legislature awarded

half the prize.

20th century

Pre WWII

Steam-powered road vehicles, both cars and wagons, reached the peak of their development

in the early 1930s with fast-steaming lightweight boilers and efficient engine designs.

Internal combustion engines also developed greatly during WWI, becoming simpler to

operate and more reliable. The development of the high-speed diesel engine from 1930 began

to replace them for wagons, accelerated by tax changes in the UK making steam wagons

uneconomic overnight. Although a few designers continued to advocate steam power, no

significant developments in production steam cars took place afterDoble in 1931.

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Post-WWII

Whether steam cars will ever be reborn in later technological eras remains to be seen.

Magazines such as Light Steam Power continued to describe them into the 1980s. The 1950s

saw interest in steam-turbine cars powered by small nuclear reactors(this was also true of

aircraft), but the dangers inherent in nuclear fission technology soon killed these ideas.

Electric automobiles

German Flocken Elektrowagen of 1888, regarded as the first electric car of the world

 History of the electric vehicle

In 1828, Ányos Jedlik, a Hungarian who invented an early type of electric motor, created a

tiny model car powered by his new motor.In 1834, Vermont blacksmith Thomas Davenport ,

the inventor of the first American DC electrical motor, installed his motor in a small model

car, which he operated on a short circular electrified track. In 1835, Professor Sibrandus

Stratingh of Groningen, the Netherlands and his assistant Christopher Becker created a small-

scale electrical car, powered by non-rechargeable primary cells.In 1838, Scotsman Robert

Davidson built an electric locomotive that attained a speed of 4 miles per hour (6 km/h). In

England, apatent was granted in 1840 for the use of rail tracks as conductors of electric

current, and similar American patents were issued to Lilley and Colten in 1847. Between

1832 and 1839 (the exact year is uncertain) Robert Anderson of Scotland invented the first

crude electric carriage, powered by non-rechargeable primary cells.

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The Flocken Elektrowagen of 1888 by German inventor Andreas Flocken is regarded as the

first real electric car of the world.

Electric cars enjoyed popularity between the late 19th century and early 20th century, when

electricity was among the preferred methods for automobile propulsion, providing a level of

comfort and ease of operation that could not be achieved by the gasoline cars of the time.

Advances in internal combustion technology, especially the electric starter, soon rendered

this advantage moot; the greater range of gasoline cars, quicker refueling times, and growing

petroleum infrastructure, along with the mass production of gasoline vehicles by companies

such as the Ford Motor Company, which reduced prices of gasoline cars to less than half that

of equivalent electric cars, led to a decline in the use of electric propulsion, effectively

removing it from important markets such as the United States by the 1930s. However, in

recent years, increased concerns over the environmental impact of gasoline cars, higher

gasoline prices, improvements in battery technology, and the prospect of peak oil, have

brought about renewed interest in electric cars, which are perceived to be more

environmentally friendly and cheaper to maintain and run, despite high initial costs, after a

failed reappearance in the late-1990s.

Internal combustion engines

1885-built Benz Patent-Motorwagen, the first car to go into production with an internal

combustion engine

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The second Marcus car of 1888 at the Technical Museum in Vienna

Early attempts at making and using internal combustion engines were hampered by the lack

of suitable fuels, particularly liquids, therefore the earliest engines used gas mixtures.

Early experimenters used gases. In 1806, Swiss engineer François Isaac de Rivazbuilt an

engine powered by internal combustion of a hydrogen and oxygen mixture. In 1826,

Englishman Samuel Brown tested his hydrogen-fuelled internal combustion engine by using

it to propel a vehicle up Shooter's Hill in south-east London. Belgian-born Etienne

Lenoir's Hippomobile with a hydrogen-gas-fuelled one-cylinderinternal combustion engine

made a test drive from Paris to Joinville-le-Pont in 1860, covering some nine kilometres in

about three hours.[18] A later version was propelled by coal gas. A Delamare-

Deboutteville vehicle was patented and trialled in 1884.

About 1870, in Vienna, Austria (then the Austro-Hungarian Empire), inventorSiegfried

Marcus put a liquid-fuelled internal combustion engine on a simple handcart which made him

the first man to propel a vehicle by means of gasoline. Today, this car is known as "the first

Marcus car". In 1883, Marcus secured a German patent for a low-voltage ignition system of

the magneto type; this was his only automotive patent. This design was used for all further

engines, and the four-seat "second Marcus car" of 1888/89. This ignition, in conjunction with

the "rotating-brush carburetor", made the second car's design very innovative.

It is generally acknowledged that the first really practical automobiles withpetrol/gasoline-

powered internal combustion engines were completed almost simultaneously by several

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German inventors working independently: Karl Benz built his first automobile in 1885

in Mannheim. Benz was granted a patent for his automobile on 29 January 1886, and began

the first production of automobiles in 1888, after Bertha Benz, his wife, had proved – with

the first long-distance trip in August 1888, from Mannheim to Pforzheim and back – that the

horseless coach was absolutely suitable for daily use. Since 2008 aBertha Benz Memorial

Route commemorates this event.

Soon after, Gottlieb Daimler and Wilhelm Maybach in Stuttgart in 1889 designed a vehicle

from scratch to be an automobile, rather than a horse-drawn carriage fitted with an engine.

They also are usually credited with invention of the first motorcyclein 1886, but Italy's Enrico

Bernardi of the University of Padua, in 1882, patented a 0.024 horsepower (17.9 W)

122 cc(7.4 cu   in ) one-cylinder petrol motor, fitting it into his son's tricycle, making it at least

a candidate for the first automobile, and first motorcycle;Bernardi enlarged the tricycle in

1892 to carry two adults.

One of the first four-wheeled petrol-driven automobiles in Britain was built in Birmingham in

1895 by Frederick William Lanchester, who also patented the disc brake; and the first electric

starter was installed on an Arnold, an adaptation of theBenz Velo, built between 1895 and

1898.[6]:p.25

George F. Foss of Sherbrooke, Quebec built a single-cylinder gasoline car in 1896 which he

drove for 4 years, ignoring city officials' warnings of arrest for his "mad antics.

In all the turmoil, many early pioneers are nearly forgotten. In 1891, John William

Lambert built a three-wheeler in Ohio City, Ohio, which was destroyed in a fire the same

year, while Henry Nadig constructed a four-wheeler in Allentown, Pennsylvania. It is likely

they were not the only ones.

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Veteran era

The Selden Road-Engine

The Präsident automobile

The first production of automobiles was by Karl Benz in 1888 in Germany and, under license

from Benz, in France by Emile Roger. There were numerous others,

including tricycle builders Rudolf Egg,Edward Butler, and Léon Bollée.Bollée, using a

650 cc (40 cu   in ) engine of his own design, enabled his driver, Jamin, to average 45

kilometres per hour (28.0 mph) in the 1897 Paris-Tourville rally.By 1900, mass production of

automobiles had begun in France and the United States.

The first motor car in Central Europe was produced by Czech company Nesselsdorfer

Wagenbau (later renamed to Tatra) in 1897, the Präsident automobil.The first company

formed exclusively to build automobiles was Panhard et Levassor in France, which also

12

introduced the first four-cylinder engine.Formed in 1889, Panhard was quickly followed

by Peugeottwo years later. By the start of the 20th century, the automobile industry was

beginning to take off in Western Europe, especially in France, where 30,204 were produced

in 1903, representing 48.8% of world automobile production that year.

The first automobile in Japan, a French Panhard-Levassor, in 1898

In the United States, brothers Charles and Frank Duryea founded the Duryea Motor Wagon

Companyin 1893, becoming the first American automobile manufacturing company. The

Autocar Company, founded in 1897, established a number of innovations still in use and

remains the oldest operating motor vehicle manufacturer in the U.S. However, it was Ransom

E. Olds and his Olds Motor Vehicle Company (later known as Olds mobile) who would

dominate this era of automobile production. Its production line was running in 1901.

The Thomas B. Jeffery Company developed the world's second mass-produced automobile,

and 1,500Ramblers were built and sold in its first year, representing one-sixth of all existing

motorcars in the U.S. at the time Within a year, Cadillac (formed from the Henry Ford

Company),Winton, and Ford were also producing cars in the thousands.

Within a few years, a dizzying assortment of technologies were being produced by hundreds

of producers all over the western world. Steam, electricity, and petrol/gasoline-

powered automobiles competed for decades, with petrol/gasolineinternal combustion

engines achieving dominance in the 1910s. Dual- and even quad-engine cars were designed,

andengine displacement ranged to more than a dozen litres. Many modern advances,

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including gas/electric hybrids, multi-valveengines, overhead camshafts, and four-wheel drive,

were attempted, and discarded at this time.

In 1898, Louis Renault had a De Dion-Bouton modified, with fixed drive

shaft and differential, making "perhaps the first hot rod in history" and bringing Renault and

his brothers into the car industry. Innovation was rapid and rampant, with no

clear standards for basic vehicle architectures, body styles, construction materials, or

controls. Many veteran cars use atiller, rather than a wheel for steering. During 1903,

Rambler standardized on the steering wheel and moved the driver's position to the left-hand

side of the vehicle.Most cars were operated at a single speed. Chain drive was dominant over

the drive shaft, and closed bodies were extremely rare. Drum brakes were introduced by

Renault in 1902 The next year, Dutch designer Jacobus Spijker built the first four-wheel

drive racing car;it never competed and it would be 1965 and theJensen FF before four-wheel

drive was used on a production car.

Innovation was not limited to the vehicles themselves, either. Increasing numbers of cars

propelled the growth of thepetroleum industry, as well as the development of technology to

produce gasoline (replacing kerosene and coal oil) and of improvements in heat-

tolerant mineral oil lubricants (replacing vegetable and animal oils)

There were social effects, also. Music would be made about cars, such as "In My Merry

Oldsmobile" (a tradition that continues) while, in 1896, William Jennings Bryan would be the

first presidential candidate to campaign in a car (a donated Mueller), in Decatur,

Illinois. Three years later, Jacob German would start a tradition for New York

City cabdrivers when he sped down Lexington Avenue, at the "reckless" speed of 12 mph

(19 km/h) Also in 1899, Akron, Ohio, adopted the first self-propelled paddy wagon.

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In My Merry Oldsmobilesongbook featuring anOldsmobile Curved Dashautomobile

(produced 1901–1907) and period driving clothing

By 1900, the early centers of national automotive industry developed in many countries,

including Belgium (home to Vincke, which copied Benz; Germain, a pseudo-Panhard;

andLinon and Nagant, both based on the Gobron-Brillié)]Switzerland (led by Fritz Henriod,

Rudolf Egg, Saurer, Johann Weber, and Lorenz Popp),Vagnfabrik AB in

Sweden,Hammel (by A. F. Hammel and H. U. Johansen at Copenhagen, in Denmark, which

only built one car, ca. 1886, Irgens (starting in Bergen, Norway, in 1883, but without

success),taly (where FIAT started in 1899), and as far afield as Australia (wherePioneer set

up shop in 1898, with an already archaic paraffin-fuelled centre-pivot-steered

wagon).]Meanwhile, the export trade had begun, with Koch exporting cars and trucks from

Paris to Tunisia, Egypt, Iran, and the Dutch East Indies

On 5 November 1895, George B. Selden was granted a United States patent for a two-

stroke automobile engine (U.S. Patent 549,160). This patent did more to hinder than

encourage development of autos in the U.S. Selden licensed his patent to most major

American automakers, collecting a fee on every car they produced. The Studebakerbrothers,

having become the world's leading manufacturers of horse-drawn vehicles, made a transition

to electric automobiles in 1902, and gasoline engines in 1904, but also continued to build

15

horse-drawn vehicles until 1919.In 1908, the first South American automobile was built in

Peru, the Grieve.]Motor cars were also exported very early to British colonies and the first

motor car was exported to India in 1897.

Throughout the veteran car era, however, the automobile was seen more as a novelty than as

a genuinely useful device.Breakdowns were frequent, fuel was difficult to obtain, roads

suitable for traveling were scarce, and rapid innovation meant that a year-old car was nearly

worthless. Major breakthroughs in proving the usefulness of the automobile came with the

historic long-distance drive of Bertha Benz in 1888, when she traveled more than 80

kilometres (50 mi) from Mannheim toPforzheim, to make people aware of the potential of the

vehicles her husband, Karl Benz, manufactured, and after Horatio Nelson Jackson's

successful transcontinental drive across the United States in 1903.

The 1908 New York to Paris Race was the first circumnavigation of the world by automobile.

German, French, Italian and American teams began in New York City February 12, 1908

with three of the competitors ultimately reaching Paris. The US built Thomas Flyer

with George Schuster (driver) won the race covering 22,000 miles in 169 days. While other

automakers provided motorists with tire repair kits, Rambler was first in 1909 to equip its

cars with a spare tire that was mounted on a fifth wheel

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PREFACE

Project preparation is an important part of the theoretical studies .It is an immense important

in the field of management. It offers to explore the valuable treasure of experience and an

exposure to gain the knowledge.

An organization growth depends upon its people which are the most difficult to central. One

of the most significant contribution of the concept of SELLS and consumer behavior that it is

helped to refocus the attention of the organization on its” people”

I have done the project on sells promotion and consumer behavior. This project report

focuses on this only that what is the kind of major thing in sells and what is consumer

behavior about the company and product . The survey was carried out at KTL Pvt. Ltd,

14/145 chunni ganj, KANPUR which is an authorized MARUTI SHOWROOM. We

conducted the survey and gave our recommendation as well with a hope that it would prove

useful in some way to the organization.

“There is joy in work. There is no happiness except in the realization that we have

accomplished something” -Henry Ford

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ACKNOWLEDGEMENT

The making of any project requires contribution from many people, right from inception till

its completion. In our case also, there had been a few people who have made this happen. It

was not only learning but also an enriching experience.

I would like to thank Mr. ABHISHEK SRIVASTAV for explaining the how meet

with the new can people those who are unknown for us. for being a source of inspiration and

for the valuable suggestions provided throughout. His constant follow-ups and result

orientation ensured that I successfully meet the deadlines.

The making of any project requires contribution from many people, right from

inception till its completion. In our case also, there had been a few people who have made

this happen. It was not only learning but also an enriching experience.

I thank our friends for providing constant encouragement and help. Finally, I am

grateful to my family for their moral support and understanding.

“Teachers open the door, but you must enter by yourself”

ASHISH CHATURVEDI

M.B.A. - IV SEM

K-IMS

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TABLE OF CONTENTS

1. Introduction

2. Objective of the Study

3. Scope of Study

4. Limitation of Study

5. Company Profile

6. Position Market

7. Compare Product

8. Customer Satisfaction

9. Research Methodology

10. Value Added Services of MARUTI SUZUKI

11. Data Analysis & Interpretation

12. Suggestions & Recommendation

13. Conclusion

14. Appendix

15. Bibliography

19

Company profile

MARUTI SUZUKI KTL PVT LTD

MARUTI SUZUKI

Introduction & Background:

Maruti Suzuki India Limited( मारुति�सुज़ूकीइंति�यालि�मिमटे�) is a publicly listed automaker in

India. It is a leading four-wheeler automobile manufacturer in South Asia. Suzuki Motor

Corporation of Japan holds a majority stake in the company. It was the first company in India

to mass-produce and sell more than a million cars. It is largely credited for having brought in

20

an automobile revolution to India. It is the market leader in India and on 17 September 2007,

Maruti Udyog was renamed Maruti Suzuki India Limited. The company headquarter is in

Gurgaon, Haryana (near Delhi).

Profile

The old logo of Maruti Suzuki India Limited. Later the logo of Suzuki Motor Corp. was also

added to it

'To Munsiyari on a Maruti 800', Uttarakhand Himalayas

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Maruti Suzuki plant in Gurgaon

Maruti Suzuki is one of India's leading automobile manufacturers and the market leader in

the car segment, both in terms of volume of vehicles sold and revenue earned. Until recently,

18.28% of the company was owned by the Indian government, and 54.2% by Suzuki of

Japan. The Indian government held an initial public offering of 25% of the company in June

2003. As of May 10, 2007, Govt. of India sold its complete share to Indian financial

institutions. With this, Govt. of India no longer has stake in Maruti Udyog.

Maruti Udyog Limited (MUL) was established in February 1981, though the actual

production commenced in 1983 with the Maruti 800, based on the Suzuki Alto kei car which

at the time was the only modern car available in India, its' only competitors- the Hindustan

Ambassador and Premier Padmini were both around 25 years out of date at that point.

Through 2004, Maruti has produced over 5 Million vehicles. Marutis are sold in India and

various several other countries, depending upon export orders. Cars similar to Marutis (but

not manufactured by Maruti Udyog) are sold by Suzuki and manufactured in Pakistan and

other South Asian countries.

22

MARUTI SUZUKI OFFER 13 MODELS

1. Maruti 800: Launched - 1983

2. Maruti Omni: Launched - 1984

3. Maruti Gypsy: Launched - 1985

4. Maruti Alto: Launched - 2000

5. Maruti Wagon-R: Launched - 2002

6. Maruti Versa: Launched - 2003

7. Maruti Grand Vitara Launched - 2004

8. Maruti Suzuki Swift: Launched - 2005

9. Maruti Zen Estilo: Launched - 2006

10. Maruti Suzuki SX4: Launched - 2007

11. Maruti Swift Dzire: Launched - 2008

12. Maruti A-Star: Launched - 2008

13. Maruti Suzuki Ritz: Launched – 2009

14. Maruti kizashi : Launched_ 2011

Industrial Relations:

For most of its history, Maruti Udyog had relatively few problems with its labour force. Its

emphasis of a Japanesework culture and the modern manufacturingprocess, first instituted in

Japan in the 1970s, was accepted by the workforce of the company without any difficulty.

But with the change in management in 1997, when it became predominantly government

controlled for a while, and the conflict between the United Front Government and Suzuki

may have been the cause of unrest among employees. A major row broke out in September

2000 when employees of Maruti Udyog Ltd (MUL) went on an indefinite strike, demanding

among other things, revision of the incentive scheme offered and implementation of a

23

pension scheme. Employees struck work for six hours in October 2000, irked over the

suspension of nine employees, going on a six-hour tools-down strike at its Gurgaon plant,

demanding revision of the incentive-linked pay and threatened to fast to death if the

suspended employees were not reinstated. About this time, the NDA government, following a

disinvestments policy, proposed to sell part of its stake in Maruti in a public offering. The

Staff union opposed this sell-off plan on the grounds that the company will lose a major

business advantage of being subsidised by the Government.

The standoff with the management continued to December with a proposal by the

management to end the two-month long agitation rejected with a demand for reinstatement of

92 dismissed workers, with four MUL employees going on a fast-unto-death. In December

the company's shareholders met in New Delhi in an AGM that lasted 30 minutes. At the same

time around 1500 plant workers from the MUL's Gurgaon facility were agitating outside the

company's corporate office demanding commencement of production linked incentives, a

better pension scheme and other benefits. The management has refused to pass on the

benefits citing increased competition and lower margins.

Maruti Insurance:

Launched in 2002 Maruti provides vehicle insurance to its customers with the help of the

National Insurance Company, Bajaj Allianz, New India Assurance and Royal Sundaram. The

service was set up the company with the inception of two subsidiaries Maruti Insurance

Distributors Services Pvt. Ltd and Maruti Insurance Brokers Pvt. Limited.

This service started as a benefit or value addition to customers and was able to ramp up

easily. By December 2005 they were able to sell more than two million insurance policies

since its inception.

24

Maruti TrueValue:

Maruti True service offered by Maruti Udyog to its customers. It is a market place for used

Maruti Vehicles. One can buy, sell or exchange used Maruti vehicles with the help of this

service in India.

Maruti Driving School:

A Maruti Driving School in Chennai.

As part of its corporate social responsibility Maruti Udyog launched the Maruti Driving

School in Delhi. Later the services were extended to other cities of India as well. These

schools are modelled on international standards, where learners go through classroom and

practical sessions. Manyinternational practices like road behaviour and attitudes are also

taught in these schools. Before driving actual vehicles participants are trained on simulators.

"We are very concerned about mounting deaths on Indian roads. These can be brought down

if government, industry and the voluntary sector work together in an integrated manner. But

we felt that Maruti should first do something in this regard and hence this initiative of Maruti

Driving Schools."

25

Maruti driving school is in kanpur at civil lines kanpur.

History of Maruti Suzuki:

More than half the number of cars sold in India wears a Maruti Suzuki badge.   We are a

subsidiary of Suzuki Motor Corporation Japan.

We offer full range of cars- from entry level Maruti 800 & Alto to stylish hatchback Ritz, A

star, Swift, Wagon R, Estillo and sedans DZire, SX4 and Sports Utility vehicle Grand Vitara.

Since inception, we have produced and sold over 7.5 million vehicles in India and exported

over 500,000 units to Europe and other countries.

Our turnover for the fiscal 2008-09 stood at Rs. 203,583 Million & Profit After Tax at Rs.

12,187 Million.

BOARD OF DIRECTORS:

Mr. R. C.

Bhargava 

Mr. Shinzo

Nakanishi 

Mr. Manvinder Singh

Banga

       

Chairman Managing Director

and CEO

Director

26

 

         

Mr. Amal Ganguli   Mr. D. S. Brar   Mr. Keiichi Asai

       

Director Director Director

             

  Mr. Osamu Suzuki   Mr. Shuji Oishi   Ms. Pallavi Shroff

       

Director Director Director

             

       

Mr. Kenichi Mr. Tsuneo Ohashi

27

Ayukawa

Director Director and

Managing

Executive Officer

(Production)

Maruti DNA :

We were born as a government company, with Suzuki as a minor partner, to make a people's

car for middle class India. Over the years, our product range has widened, ownership has

changed hands and the customer has evolved. What remains unchanged, then and now, is our

mission to motorise India.

Our parent company, Suzuki Motor Corporation, has been a global leader in mini and

compact cars for three decades. Suzuki's technical superiority lies in its ability to pack power

and performance into a compact, lightweight engine that is clean and fuel efficient.

28

The same characteristics make our cars extremely relevant to Indian customers and Indian

conditions. Product quality, safety and cost consciousness are embedded into our

manufacturing process, which we have inherited from our parent company.

Right from inception, Maruti brought to India, a very simple yet powerful Japanese

philosophy 'smaller, fewer, lighter, shorter and neater'. From the Japanese work culture we

imbibed simple practices like an open office, a common uniform and common canteen for

everyone from the Managing Director to the workman, daily morning exercise, and quality.

Maruti Wins A Award For Customer Satisfaction

Various Organizational Structure In Maruti Suzuki Ktl Pvt Ltd

29

Objective of the Study

Objective of Internship Training:-

To know the organization structure of the company.

To know functions of various department such as Production, Marketing,

Human Resource Management and Finance.

To understand the work culture.

To help student to develop necessary interpersonal and managerial Skills.

To gain well rounded view of Management operations.

To gain firsthand experience from industry.

30

To make assessment of the organization in the industry.

Limitation of the Study

The study is not proposed to be an expert study as it was done by a student for the purpose

of a partial fulfillment of the course in the in plant training, which is an integral part, in

completion and reward of MBA.

The Study was conducted in a short period of six weeks, and so the finding cannot be

generalized for all times.

Some of the information's being confidential was not included in the study

The scope of the study by and large is very vast. It is difficult to satisfy all the areas; therefore

an attempt is made to cover as much as possible.

31

Methodology

The data collected for this report is as follows:

Primary data

Secondary data

Primary data:

The primary data is collected through:

1. Personal observation.

2. Interview with:

HR Manager.

Production Dept.

Sales Manager.

Accounts Coordination Manager.

32

Managers and Executives of various Department.

Secondary data:

The secondary data has been collected with reference to various records of the company,

Such as:

1. Website: www.maruti suzuki.com

2. Files

ORGANISATION STRUCTURE OF MARUTI

SUZUKI KTL PVT LTD

CEO

33

FINANCE MANAGER

HR MANAGER

GM (SALES)

GM (TRUE VALUE)

GM (SERVICE)

ADMIN MANAGER

DSE MANAGER

CUSTOMER CARE MANAGER

ACCESSORY MANAGER

SALES MANAGER

DELIVERY COORDINATOR

CORPORATE SALES MANAGER

MANAGER INSURANCE & CALL CENTRE

CUSTOMER CARE EXECUTIVE

DSA EXECUTIVE

TEAM LEADER

TEAM LEADER

TEAM LEADER

TEAM LEADER

ACCESSORY SALES STAFF COUNTER

SUPPORT STAFF BILLING SERVICE ADVISOR ETC

DSEs DSEs DSEs Es

DSEs

GM (SALES

)

ORGANISATION STRUCTURE OF SALES DEPARTMENT IN MARUTI SUZUKI

KTL PVT LTD

CEO

34

ORGANISATION STRUCTURE OF SERVICE DEPARTMENT

CEO

35

GM (SERVICE) (SR(SALES)

WORK MANAGER

PDI INCHARGE

SPARES MANAGER

CUSTOMER CARE MANAGER

BODY SHOP MANAGER

GROUP FINAL INSPECTION

DENTERS

SERVICE ADVISOR

SUPERVISORPDI TECHNICIAN

PICKERS

SERVICE ADVISOR

CUSTOMER CARE EXECUTIVE

PDI SUPERVISOR

EXECUTIVE

PAINTERS

STRUCTURE OF HR DEPARTMENT

CEO

36

HR MANAGER

HR EXECUTIVE

ORGANISATION STRUCTURE OF TRUE VALUE DEPARTMENT

CEO

37

GM PRE-OWNED CARS / TRUE VALUE MANAGER

RECEPTION CUM TELE CALLER

DATA MANAGER

RF COORDINATOR

T/L SALEST/L SHOWROOM

DSEsSEVALUATOR

DEFINING THE PROBLEM

SWOT ANALYSIS

Strengths

Cost competitiveness in terms of labor and raw material.

Established manufacturing base. Economics of scale due to domestic market.

Potential to harness global brand image of the parent company.

Global hub policy for small car like Hyundai, Suzuki, etc.

Weakness

Perception about quality.

Infrastructure bottlenecks.

Opportunitie

s

Huge export markets such as Europe, America, Africa, and others for Indian

cars.

Threats

China, Malaysia, Thailand, etc.

Many other countries also have strategies for export promotion.

38

Key achievements:

Japan production exceeded one million units for the 4th consecutive fiscal year and marked

an all time high.

Overseas production reached an all time high owning especially to increased production in

India & Hungary.

Global production exceeded two million units for the 4th consecutive year and marked an all

time high.

Increased exports of the Grand Vitara and SX4 to Middle and South America pushed overall

exports in fiscal 2007 to a record high ( exceeded 400, 000 units for the first time).

Today, the Suzuki brand is synonymous with 'value-packed' products, which offer quality,

reliability and originality. An integral part of the Suzuki concept to deliver 'value-packed'

products lies in ensuring that the company use the most modern manufacturing equipment

and technologies together with factory workers and engineers. In addition, various activities

are aimed at continually enhancing productivity, strict quality controls and effective

communication.

39

OBJECTIVE AND SCOPE OF STUDY

The objective of the recruitment process is to obtain the number and quality of employees

that can be selected in order to help the organisation to achieve its goals and objectives.

Recruitment process involves a systematic procedure from sourcing the candidates to

arranging and conducting the interviews and requires many resources and time. A general

recruitment process is as follows:

Identifying the vacancy:

The recruitment process begins with the human resource department receiving requisitions

for recruitment from any department of the company. These contain:

  * Preparing the job description and person specification.

  * Locating and developing the sources of required number and type of employees

(Advertising etc).

  * Short-listing and identifying the prospective employee with required characteristics.

  * Arranging the interviews with the selected candidates.

  * Conducting the interview and decision making.

  1. Identify vacancy

  2. Prepare job description and person specification

  3. Advertising the vacancy

  4. Managing the response

  5. Short-listing

  6. Arrange interviews

  7. Conducting interview and decision making

40

Category :

Sub-SegmentModels

October Till October April

'10 -

March

'11

2011 2010%

Change

2011-

12

2010-

11

%

Change

Passenger Vehicles

 MiniM800, Alto, A-

Star, Wagon R

2500

955404 -54.9%

25990

9

30839

8-15.7 % 573238

CompactSwift, Estilo,

Ritz

1085

924729 -56.1%

11137

4

15331

4-27.4% 261799

Super

CompactDezire 5001 9644 -48.1% 50384 60005 -16.0% 107955

Mid-Size SX4 320 1977 -83.8% 10229 11936 -14.3% 23317

Executive Kizashi* 3 - - 174 - - 138

Total A: Passenger Vehicles4119

291754 -55.1%

43207

0

53365

3-19.0% 966447

B: Utility

Vehicles

Gypsy, Grand

Vitara270 422 -36.0% 4116 4229 -2.7% 5666

C: Vans Omni, Eeco 9996 15379 -35.0% 88361 90496 -2.4% 160626

Total Domestic Sales5145

8

10755

5-52.2%

52454

7

62837

8-16.5%

113273

9

41

Market positionMarket position

Total Export Sales 4137 11353 -63.6% 64881 87508 -25.9% 138266

Total Sales (Domestic +

Export)

5559

5

11890

8-53.2%

58942

8

71588

6-17.7%

127100

5

42

MAJOR COMPETITOR OFMARUTI SUZUKI

HUNDAI IS THE TOP MOST BRANDS WHICH HAS COVERED NEAR ABOUT 18%

MARKET IN INDIA

IN COMPARISION TO OTHER COMPANY ITS IS USING HIGHER

TECHONOLOGY.NOW HYUNDAI

IS DOING THE BUSINESS WITH THE MODELS i10, i20.ITS IS THE MOST

EFFICIENT CAR IN INDIA.

43

NOW THIS TIME HYUNDAI IS GIVING THE COMPITITION TO MARUTI.OTHER

MEDELS OF HYUNDAI

SANTRO, ACCENT, GETS ETC.

SHOWROOM OF TIRUPATI HYUNDAI AFIM KOTHI G.T ROAD KANPUR

KHANNA HYUNDAI SWAROOP NAGAR.

.

TATA IS ALSO A FOMOUS NAME IN AUTOMOBILE INDRUSTRY.RATAN TATA IS

THE OWNER OF THE TATA INDRUSRTY.

TATA NANO MAKE A REVOLUTION IN AUTOMOBILE INDRUSTRY.NANO IS THE

ONLY ONE CAR WITCH HAS LOWEST PRICE IN COMPARISION TO OTHER CARS.

44

TATA INDICA, INDICAV2,INDIGO IS THE MOST FAVOURATE BRAND OF THE

PEOPLE.THOSE WHO HAS LONG RUN.THESE ARE IN DIESLE VERSION.

SHOWROOM OF TATA MOTERS : SAI MOTARS

SOCIETY MOTARS

MAHINDRA IS ALSO A FAMOUS BRAND.MAHINDRA XYLO, SCORPIO, LOGGAN,

MARSHAL,

45

BULLERO ARE THE MODELS OF MARINDRA.MAHINDRA IS BASICALLY DEAL

WITH HUCHBACK, &MUV VICHALS

SHOWROOM OF MAHINDRA: JAIN MOTARS.RAMA DEVIKANUR

46

IN THIS AUTO MOBILE INDRUSTRY TAYOTA HAS ALSO COVERED A BIG

SPACE.BUT THE MODELS OF TOYOTA IS NOT FOR COMMAN PEOPLE .BECOUSE

THE RANGE IS TO HIGH.

SOME MODELS OF TOYOTAS ARE CORROLLA, QUALLIS, INNOVA, FORTURNER,

SHOWROOM: SUNNY TOYOTA

CHERVOLATE IS ALSO DOING A GOOD BUSINESS IN INDIA.BEFORE SOMETIME

AGO ONLY TAVERA WAS THE MODEL AVAILABLE IN INDIA.BUT NOW

CHERVOLET IS PARTICIPATING IN SUV LIKE BEAT ,SPARK ETC

47

THESE ARE ALSO COMES IN DIESLE VERSION.THE GRAPHICS AND LOOK IS TO

GOOD ACCORDING TO NEW GENERATION.

SHOWROOMS: ROOMI MOTATS CIVIL LINES

CROSS ROAD AUTO SHASTRI NAGAR

48

HONDA IS ALSO A PART OF INDIAN AUTOMOBILE INDRUSRTY.BUT THE

MODEL ARE TO MUCH HIGHIN THE RANGE OF PRICE.MODELS ARE HONDA

CITY, CR-V, ICORD, CIVIC, JAZZ

TOYOTA

VOLKSWAGEN

49

TATA

NISSAN

HONDA

MAHINDRA

HYUNDAI

50

FORD

CHEVROLET

FIAT

SKODAAUTO

MODELS OF MARUTI SUZUKI

51

MARUTI 800

VARIENT OF MARUTI 800

EX- SHOWROOM PRICE

800 STD 206953 Rs.

800 DUO STD 231981 Rs.

MARUTI 800 DUO A.C 246823 Rs.

52

MARUTI OMNI

VARIENT OF MARUTI EX-SHOWROOM PRICE

OMNI LPG 252523 Rs.

OMNI STD BS IV 241148 Rs.

OMNI CARGO BS IV 222481 Rs.

53

MARUTI EECO

VARIENT OF MARUTI EX-SHOWROOM PRICE

EECO 7-STR 315798 Rs.

EECO CNG 5-STR 392616 Rs.

EECO FLEXI GREEN 388233 Rs.

EECO AMBULANCE PETROL 369355 Rs.

54

MARUTI A-STAR

VARIENT OF MARUTI EX-SHOWROOM PRICE

A-STAR LXI 377053

A-STAR VXI 405592

A-STAR ZXI 442970

A-STAR AUTOMATIC 456387

55

MARUTI ALTO K-10

VARIENT OF MARUTI EX-SHOWROOM PRICE

ALTO K-10 LXI 319929

ALTO K-10 VXI 333162

56

MARUTI ALTO

VARIENT OF MARUTI ALTO EX-SHOWROOM PRICE

ALTO LX BS IV 278555 Rs.

ALTO LXI BS IV 296452 Rs.

ALTO GREEN LX BS IV 326394 Rs.

ALTO GREEN LXI BS IV 344296 Rs.

ALTO GREEN STD BS IV 294329 Rs.

57

MARUTI WAGON-R

VARIENT OF MARUTI EX-SHOWROOM PRICE

WAGON-R LX 352217 Rs.

WAGON-R LXI 382434 Rs.

WAGON-R LXI CNG 436383 Rs.

WAGON-R VXI 407932 Rs.

WAGON-R LXI LPG 417027 Rs.

WAGON-R VXI WITH ABS 439357 Rs.

58

MARUTI RITZ

VARIENT OF MARUTI EX-SHOWROOM PRICE

RITZ LXI BS IV 420488 Rs.

RITZ VXI BSIV 452487 Rs.

RITZ VXI (ABS) 478456 Rs.

RITZ ZXI 517271 Rs.

RITZ LDI 501236 Rs.

RITZ VDI 538505 Rs.

59

MARUTI ZEN ESTILO

VARIENT OF MARUTI EX-SHOWROOM PRICE

ZEN LX 343639 Rs.

ZEN LXI 375079 Rs.

ZEN VXI 402068 Rs.

ZEN VXI ABS 432221 Rs.

ZEN ESTILO GREEN 428012 Rs.

60

MARUTI SWIFT

VARIENT OF MARUTI EX-SHOWROOM PRICE

SWIFT LXI 440592 Rs.

SWIFT VXI 494113 Rs.

SWIFT ZXI 557625 Rs.

SWIFT LDI 515484 Rs.

SWIFT VDI 554764 Rs.

SWIFT VDI (ABS) 573813 Rs.

61

MARUTI SX4

VARIENT OF MARUTI EX-SHOWROOM PRICE

SX4 AX 898644 Rs.

SX4 VXI 721438 Rs.

SX4 ZXI 797926 Rs.

SX4 GREEN 780482 Rs.

SX4 VDI 801840 Rs.

SX4 ZDI 891388 Rs.

SX4 ZDI (LEATHER) 926081 Rs.

62

MARUTI D-ZIRE

VARIENT OF MARUTI EX-SHOWROOM PRICE

SWIFT DZIRE LXI 514296 Rs.

SWIFT DZIRE VXI 564063 Rs.

SWIFT DZIRE ZXI 660983 Rs.

SWIFT DZIRE LDI 603950 Rs.

SWIFT DZIRE VDI 654974 Rs.

SWIFT DZIRE ZDI 740389 Rs.

63

MARUTI KIZASHI

VARIENT OF MARUTI EX-SHOWROOM PRICE

KIZASHI CVT. 1825703 Rs.

KIZASHI MT. 1721889 Rs.

64

MARKETING

According to Philips Kotlar,”Marketing is a social and managerial process by which

individual and group obtained what they want and need through creating, offering and

exchanging products of values with others.

According to American Marketing Association “ Marketing is concerned with people

and the activities involved in the flow of goods and services from producer to consumer.”

STRATEGY

According to Kenneth Andrews , “The pattern of objectives, goals, purpose and the major

policies and plans for achieving these goals stated in such a way so as to define what

business. The company is in or it is or is to be.”

à Strategy is the framework to do a particular work.

à Strategy is the course of action planned to be undertaken to achieve desired goals.

Promotion

Print media – magazine, news paper

Internet sides - tardeboss.com

Ec21.com

Personal sewing

Trade, fair etc.

Corporate scheme

“change your life” campaign

“do se chaar” offer

65

Maruti true value offer

Maruti smart card

Mega camps

Sports events

PROMOTIONAL WORK

Sales promotionis one of the four aspects of promotional mix. (The other three parts of the

promotional mix are advertising, personal selling, and publicity/public relations.) Sales

promotions are non-personal promotional efforts that are designed to have an immediate

impact on sales. Media and non-media marketing communications are employed for a pre-

determined limited time to increase consumer demand, stimulate market demand or improve

product availability. Examples include:

Easy loan process

Corporate discounts.

Extra gift

Test drive

Best true value

Monthly offers

Sales promotions can be directed at the customer, sales staff, or distribution channel members

(dealers). Sales promotions targeted at the consumer are calledconsumer salespromotions.

Some sale promotions, particularly ones with unusual methods, are considered gimmick by

many.

Under sales promotion I have done a fair in SBI Branch.I have visited some areas which are

as follows-

66

SHAYAM NAGER

PANKI

KIDWAI NAGER

GOVIND NAGER

KANPUR EAST

KANPUR WEST

KOILA NAGER

KALYANPUR

I have distributed the pamphlets, door to door or market to market selling, and have putted

stalls in the 2 days alsoIN SBI MAIN BRANCH MALL ROAD.

67

Customer Satisfaction

Market research department

There market research department remains on its toast to study the changing

consumer behavior and market needs. Maruti enjoys 70% repeat buyers which further

bolster their claim of being customer friendly

Maruti call center

Maruti has proper customer complain handling sell under the CRM department the CIC we

help Maruti Suzuki respectally build information pool of over 3milion Maruti owners as well

as that of its prospective customers

Station of experience

Station 1 station2 station3 station4

68

Enquiry

Reminder call

Booking Delivery After sales services

Positive/Negative

Positive/Negative

Positive/Negative

Positive/Negative

Customer Relationship Management

Agenda

CRM practices

Types of CRM

CRM station

Operation of CRM

Managing campaign

Sales force automation

Enterprise marketing automation

Sales management system

Sales intelligent CRM

Cross selling

Up selling

Switch selling opportunities

Customer drift

Seles performance

Customer trends

Customer margins

Customer alignment

69

Other advantage of CRM

Collaborative (CRM)

A buying experience like no other

Maruti Suzuki has a sales network of 307 state of art showroom across 189 cities, with

a work force of over 6000 trained sales person to guide MUL customer in finding the

right car

Quality services across 1036 cities

In the J.D. power CSI study Maruti Suzuki scored the higher across all seven parameter

These seven parameter are

Least problem experienced with vehicles serviced

Higher serviced quality

Best in service experience

Best service delivery

Best service advisor experience

Most used friendly services

70

Most service initiation experience

92 person of Maruti Suzuki owners fill that work gets done right the first time during services

also reveals that 97 person of Maruti Suzuki owners probable comment the same make of

vehicles, while 90 person would probable repurchase the same make of vehicles

One stop shop

At Maruti customers will fined all as related needs met under one roof

Whether it is easy finance, insurance, fleet management services, exchange Maruti Suzuki is

setoff provide a single window solution for all cars related needs.

The low cost maintenance advantage

The acquisition cost of unfortunately not the only cost customer face when buying a car no so

in the case of Maruti Suzuki.

It is in the economic segment that the affordability of spares is most competitive, and it is

there where Maruti Suzuki shines

Lowest cost of ownership

The highest satisfaction rating with regard the cost of owner ship amount of all modal’s and

all Maruti Suzuki vehicles: Zen, wagon-r, alto, omni

CRM through social relationship

In 1999 launch of maruti Suzuki innovative traffic beat in Delhi and Chennai at

social initiatives.

Maruti driving school available in all major cities lady trainer for lady

customer.

71

Institute of driving training and researcher.

MARKETING METHODOLOGY

Methodology in the applied sense refers to various methods used by the market researcher

right from data collection and various techniques used for the same for interpretation and

inference. Methods and techniques are often used synonymously in marketing research

literature. Marketing methodology is what must be done, how it will be done, what data

will be needed, what data gathering will be employed, how sources of data will be selected

and how the data will be analyzed and conclusions reached. When we talk of marketing

methodology we not only talk of the research methods but also consider the logic behind

the methods we use in the context of our research study and explain why we are using a

particular method or technique and why we are not using others so that research results are

capable of being evaluated either by the researcher himself or by others.

72

OBJECTIVES OF THE RESEARCH

The basic purpose of the research was to identify the position of the employees . The key

objectives of the research are as follows:

(1) To know about the how they get training.

(2) To know about the employees satisfaction from training.

(3) To make the employees aware about the new product and plans and with this to

know exactly what type of plans does the customer wants to use.

(4) Ask them to take the complete view of the customer about the MUL and its services

and thus to generate need of Maruti suzuki products.

(5) With the help of the questionnaire the company can made the important changes in

the training procedure so that the company reaches towards the employes

satisfaction.

73

IMPORTANCE OF THE MARKET RESEARCH

Significance of market research and research leads to invention. Following facts highlight

the importance of the research.

(1) Market Research facilitates logical or scientific thinking process which leads

towards flow less strategy formulation.

(2) It facilitates identification of ‘trends’ which ultimately responsible in

marketing opportunities.

(3) Decision making becomes easier for well Marketing researched

phenomenon.

(4) Market Research is important in solving various operational and planning

problems of business and industry.

(5) It helps understanding perception of the employes about the training and

accordingly designs the training process.

74

Major Data Collection methods

I. Secondary Research

a) Internal secondary data Data from the company itself which the

company already has.

b) External secondary data Data from the magazines and news papers,

II. Survey Research

a)Telephone interviews Collection of information from respondents

via telephone

b) Mail interviews Collection of information from respondents

via mail or similar techniques

c) Personal interviews

Home interviews

Intercept interviews

Collection of information in a face-to-face

situation.

Personal interviews in the respondent’s home

or office

Personal interviews in a central location,

generally a shopping mall

III. Field experiments Manipulation of the independent variable(s) in

75

a natural situation.

MARKETING RESEARCH AND FINDINGS

There are many types of the research like descriptive, analytical, basic, applied, qualitative,

quantitative, and conceptual. I have chosen the field of KTL PVT.LMT. Dealers of

MarutiSuzuki .

Descriptive Marketing Research:

In this type of research I have collected data by observation, by mailing to the companies or

to the key decision maker, by going to the company with the appointment with the key

decision maker and ask employees about training produces in the MarutiSuzuki.

Analytical market Research:

I also have collected data from already available information. I got the information from the

market with the help of address (phone no.) I used to take appointment with the concerned

person and. In this research correlation technique is used to analyze the data.

Basic or Pure market Research:

76

Visiting to the market to market i have got many people who are not satisfied with the

services of MUL.This enhance my ability of dealing with the people and make them

satisfied.

Applied market Research:

The research which has immediate commercial potential is called applied market research.

Applied market research can further be classified as problem oriented and problem solving

research.

Problem Oriented market Research –

During the market research I have met with many people who are having many problems

regarding theMUL, poor services, and many other problems. Most of the customers are

saying about the dealing of DSE they were saying that DSE was giving extra discount over

the car but in dealer’s office the giving differ scheme.

Problem solving market Research –

MLU is facing the many problem in Kanpur because there are only three dealers of Maruti

in Kanpur some time costumer has color problem and some time facility problem which I

have visited that is why the company is not getting good business from the particular area.

Quantitative market Research:

I have visited about near about 500 houses and offices and I have got different result from

them 80% of the people listened to me, 20% of the people did not listen me, the sales

results were very low.

Conceptual market Research:

77

Many of the people want to purchase the car at the place which should be near to them and

safe also

SAMPLE DESIGN

Sample element/ Sample unit

Our sample consists of HR department employees of Maruti Udyog Limited.

Sample Extent: - MUL, Gurgaon.

Time Frame: -20 Days

Sampling Technique:-non-probability-Convenience and judgmental sampling.

Sample Size: -100 people

78

LIMITATIONS OF THE RESEARCH

Less Availability of time limit.

Some of the people were unwilling to fill the questionnaires.

Information was confidential.

AREAS SURVEYED

In my project time I have visited in many areas in Kanpur so here is the information about the

company which I have collected from them.-

Areas Surveyed:-

Kanpur south

Unnao

Kanpur nager

panki

Kanpur west

Bhauti

Rooma

sarsaul

79

OBSERVATIONS-

The schemes of Maruti udyog limited are better in comparison

to other.

Models of Maruti Suzuki is better than others

Better finance scheme compare to other.

Better services.

Maruti Suzuki have strong customer segment in corporate.

Best true value

Lacking in promotional activity.

Different prices in different dears

Controversy between the dealers

80

GRAPHICAL REPRESENRATION

OF THE AREAS VISITED

MARUTI SUZUKI32%

HYUNDAI20%

TATA15%

TOYOTA22%

Others11%

kanpur south

MARUTI SUZUKI HYUNDAI TATA TOYOTA Others

81

MARUTI26%

HYUNDAI21%

TATA11%

TOYOTA28%Others

14%

UNNAO

MARUTI HYUNDAI TATA TOYOTA Others

OBSERVATIONS-

In UNNAO there is a big competition. There are most of the people like heavy vehicle. they

don’t want luxury vehicle.

Maruti is not working well as most of the companies are doing.

82

HYUNDA

I25%

TATA7%

MARUTI20%

TOYOTA32%

Others15%

KANPUR NAGAR

HYUNDAI TATA MARUTI TOYOTA Others

OBSERVATIONS-

In Kanpur Nagar people like most of luxury &heavy vehicle. Maruti is not making heavy

vehicle. They believe only in long term vehicle. Which are sufficient for every type of

society? LikeAlto, ZEN ESTILO, WAGON-R which is useful for every type of persons.

83

MARUTI

25%

TOYOTA19%TATA

20%

HYUDAI29%

Others7%

PANKI

MARUTI TOYOTA TATA HYUDAI Others

OBSERVATIONS-

In PANKI MARUTI is doing good business but people like other brands also in the market.

84

MARUTI23%

CHERVO-LET18%

TATA14%

HYUNDAI27%

Others18%

KANPUR WEST

MARUTI CHERVOLET TATA HYUNDAI

OBSERVATIONS-

In KANPUR WEST area money is not a metter for the people it is the heart of the

city.people like most efficient car they don’t believe in company name.

85

TATA25%

MAHINDR

A16%

HYUNDAI20%

MARUTI28%Others

11%

ROOMA

TATA MAHINDRA HYUNDAI MARUTI Others

From Kanpur nagar is 20 km away from here so very difficult to reach there and in

MARKET (place away from KANPUR) there is no good coverage.

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TATA27%

HYUNDAI12%

MAHINDRA18%

MARUTI

27%

Others16%

BHAUTI

TATA HYUNDAI MAHINDRA MARUTI Others

OBSERVATIONS-

It is situated on KANPUR NAGER- so there is good coverage of all companies brand.

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Recommendation

Every company should think about the lower segment also like TATA lounges NANO

They should launch advanced car like western countries

Honda is not dealing in small car category so Honda should try this sector also, this

will hell Honda to capture more market

Honda and Toyota should open more service centre

Every company should care of the environment because of increasing traffic. Like

Honda launches a car will H20 technology

Finding :

Most of the Kanpur peoples used 45% prefer Maruti cars.

The car holder firstly goes to services centre.

Normally people in this cities used car to office to home and some time other

work

The Maruti car mileage in a liter 15-20

Maruti holder uses Maruti parts

all the Maruti users are satisfied his services

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there are some additional facilities provided by Maruti services center

Maruti service center is best quality provide to our customer

The service center is quality maintains with cars

Conclusion

Maruti is expanding its products basket be offering values proposition on deferent

income level

Small and fuel efficient cars becoming increasingly important for domestic market

Suzuki gaining globally on back of small car profit, economics of scale make India on

at alternative manufacturing destination for India

provide rank highest in terms of its unique features

company change the strategy and emphasis on developing effective marketing

communication

BIBLIOGRAPHY

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WEBSITES:

WWW.maruti.com

www.google.com

BOOKS PREFFERED:

Marketing Management- Philip Kotler

Marketing Management- Rajan Saxena

NEWS PAPERS:

THE ECONOMIC TIMES

THE TIMES OF INDIA

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Thank You

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