chaturvedi ashish maruti report final (1) (repaired) - copy
TRANSCRIPT
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)
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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:
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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
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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
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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
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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
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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.
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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
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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.
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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."
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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
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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
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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.
86
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.
87
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
88
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
89
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
90
Thank You
91