CHAPTER - 1

COMPANY PROFILE
MARUTI UDYOG LTD. (MUL)

" Count on Us" - Maruti Suzuki Maruti Udyog Ltd. (MUL) is the first automobile company in the world to be honoured with an ISO 9 !" certificate. #he company has a $oint %enture with Su&u'i Motor (orporation of )apan. It is said that the company ta'es only *+ hours to ma'e a car. ,ew of the popular models of MUL are -lto. /aleno. Swift. 0agon12 and 3en. #he largest automobile manufacturer in South -sia. Maruti Su&u'i India Ltd.. is a publicly listed automa'er in India and a subsidiary of Su&u'i Motor (orporation of )apan. incorporated in ,ebruary. *94*. Largely credited for ha%ing brought in a re%olution in the Indian automobile industry. the automa'er began its production in *945 with Maruti 4 . on September *6. " 6. Maruti Udhyog Limited was renamed Maruti cars annually and has a large Su&u'i India Limited. while locating its head7uarters in 8elhi. #he manufacturer e9ports appro9imately : . domestic mar'et of 65 . <rand =itara. etc.
Quick Facts

sales annually. #he manufacturer is presenting its

customers with applaudable models li'e -1star. Swift. ;stillo. 0agon 2. -lto.

>ear of ;stablishment =ision Industry

,ebruary *94* ?#he Leader in #he Indian -utomobile Industry. (reating (ustomer 8elight and Shareholder@s 0ealthA - pride of India.? -utomoti%e 1 ,our 0heelers

Listings B its codes

/S; 1 (ode! :5": CS; 1 (ode! M-2U#I /loomberg! MULDIC 2euters! M2#I./O

)oint =enture 2egistered B (orporate Office

0ith Su&u'i Motor (ompany. now Su&u'i Motor (orporation. of )apan in October *94". **th ,loor. )ee%an Era'ash ":. Fasturba <andhi Marg Cew 8elhi 1 ** *. India #el.! G(9*)1(**)1"55*H45* (* lines) ,a9! G(9*)1(**)1"55*46:+. "56*5:6: #ele9! 5*1H: "9 MUL IC

0or's

Ealam <urgaon 2oad <urgaon 1*"" *:

Iaryana. India http!JJauto.indiamart.comJmarutiJ http!JJwww.oppapers.comJessaysJIndian1-utomobile1Industry1Maruti

Segment and Brands

Produ ts ,our Maruti 4 0heelers Maruti ;steem Maruti Omni Maruti =ersa

!rands Maruti -lto Maruti <rand =itara KL16 Maruti Su&u'i SK+ Maruti =itara Maruti Fi&ashi Maruti <ypsy Fing Maruti Swift Maruti 0agon12 Maruti rit&

Maruti 3en ;stelo Maruti ;rtiga

!OAR" OF "IRECTORS

Mr. 2. (. /harga%a. (hairman Mr. Shin&o Ca'anishi. Managing 8irector B (hief ;9ecuti%e Officer Mr. Feiichi -sai. 8irector (2B8). Mr. Iirofumi Cagao. )oint Managing 8irector Mr. #suneo Ohashi. 8irector (Eroduction) Mr. Shu$i Oishi. 8irector (Mar'eting B Sales) Mr. Osamu Su&u'i. 8irector Mr. 8. S. /rar. 8irector Mr. -mal <anguli. 8irector Ms. Ealla%i Shroff. 8irector Mr. Man%inder Singh /anga. 8irector
Awards & Accolades

"

#he engine of 2it& is a gem and the best petrol engine of 2009 . #### I own a 2it& but would agree (O> goes to 2it&. Cano is not (O> it is (ar of ###

"

Most Ereferred (ar for ;nthusiasts (ategory Sponsor

Maruti Su&u'i Swift Cumber one in )8 Eower (SI for the si9th time in a " 6

row 1 the only car to win it so many times. M4 . 0agon2 and Swift topped their segments in the

#CS #otal (ustomer Satisfaction Study Leadership in the )8 Eower Initial Luality Study 1 -lto number one in its segment for the "nd time in a row. ;steem number one in its segment for the 5rd year in a row. Swift

number one in the premium compact segment.

0agon2 and ;steem top their segments in the )8 Eower -E;-L study. #CS ran's Maruti +th in the (orporate 2eputation Strength ((S2) study (M* in -uto sector)1,eb :. Maruti bagged the ?Manufacturer of the year? award from -utocar1(C/( ("nd time in a row)1,eb :. ,irst Indian car manufacturer to reach : million %ehicles sales. /usiness 0orld ran's Maruti among top fi%e most respected companies in India1Oct +.

Maruti ran'ed among top ten (2an'6) greenest companies in India by /usiness #oday 1 Sep @ + Maruti Su&u'i was Co. * in (ustomer satisfaction. Co. * in Sales Satisfaction Co.* in Eroduct Luality (;steem and -lto) and Co. * in Eroduct -ppeal (;steem and 0agon 2). Co. * in #otal (ustomer Satisfaction (Maruti 4 and -lto). . 3en

/usiness 0orld ran'ed us among the country@s fi%e most respected companies. /usiness 0orld ran'ed us the country@s most respected automobile company. =oted Manufacturer of the year by (C/(. =oted one of India@s <reenest (ompanies by /usiness #oday1-( Cielson O2<1M-2<.

Sales Performance
PARTICULARS $UARTER EN"E" NINE MONTHS EN"E" 5*.*".** 5*.*".*" 5*.*".** 5*.*".*" (H month) 8omestic =ehicles Sold (Co.) ;9port =ehicles Sold (Co.) #otal =ehicles Sold (Co.) Cet Sales #otal Income #otal ;9penditure Erofit before #a9 Cet Erofit *56.*"6 *"". +" 54 .6H5 6.445 *+:. * *+. "6 "H.H:H (9 month) 5:*.:45 56.9:4 (2s. in Lacs) FINANCIAL YEAR EN"E" 5 . H." *" (-udited) +46.+ " +4.499 :5H.5 * *. 9*. 6: *.*5:.546 9::.H*+ *5 .+49 4:.5H5

*5H. H9 + 6.+*9 549.:+*

5* .+5* "69.H+H 46+.5 9 646.6"H 5"". 69 "95.456 9 9.:*H 4"*.*66 "H+.45* "+:.5H5 6H+. 64 H9".H+: : ."H9 55.9 * 56." 6 *"".+:+ "5.9HH 4".4*5 9*.+H: :9.+*4

Milestones
*94* *94" *945 *94+ *94: *94H

Maruti Udyog Ltd. was incorporated. Steped into a )= with SM( of )apan. Maruti 4 . a 69H cc hatchbac'. India@s first affordable units. Omni. a 69H cc car was produced.

Installed capacity reached + . MU= was in production.

Launch of Maruti <ypsy (96 cc. +08 off1road %ehicle). Eroduced * . %ehicles (cumulati%e production).

*946 *944 *99" *99+ *99: *99H *996 *994 *999 "

;9ported first lot of :

cars to Iungary. . units.

Installed capacity increased to *

SM( increases its sta'e to : per cent. Eroduced the * millionth %ehicle since the commencement of production. Second plant launched. the installed capacity reached " . units. Launch of "+1hour emergency on1road %ehicle ser%ice. Eroduced the " millionth %ehicle since the commencement of production. Launch of website as part of (2M initiati%es. Launch of Maruti 1 Su&u'i inno%ati%e traffic beat in 8elhi and (hennai as social initiati%es. I8#2 (Institute of 8ri%ing #raining and 2esearch) launched $ointly with 8elhi go%ernment to promote safe dri%ing habits.

" "

* "

Launch of customer information centers in Iyderabad. /angalore. and (hennai. SM( increases its sta'e to :+." per cent. Launch of Maruti ,inance with * finance companies in Mumbai.

Start of Maruti #rue %alue in Mumbai. Eroduction of + millionth %ehicle. Listed on /S; and CS; after a public issue o%ersubscribed * times. Maruti closed the financial year " began operations " years ago. 51 + with an annual

"

"

sale of +6"*"" units. the highest e%er since the company

" "

: H

#he fiftieth la'h car rolls out in -pril. " Swift launched

:.

Launched Maruti 0agon 2 8uo 0ith LE< )oint %enture between $apanNs /ellsonica Swift diesel launched S9 +lu9ury sedan launched Launched grand %itara Maruti -1star.&en estillo new Maruti rit&(diesel.petrol) Su&u'i Fi&ashi Launched Cew 8iesel Swift launched LU= ;rtiga launched

" " "

6 4 9

" ** " *"

Company Flashback
Maruti Udyog Limited (MUL). established in *94*. had a prime ob$ecti%e to meet the growing demand of a personal mode of transport. which is caused due to lac' of efficient public transport system. #he incorporation of the company was through an -ct of Earliament. Su&u'i Motor (ompany of )apan was chosen from se%en other prospecti%e partners worldwide. Su&u'i was due not only to its undisputed leadership in small cars but also to commitments to acti%ely bring to MUL contemporary technology and )apanese management practices (that had catapulted )apan o%er US- to the status of the top auto manufacturing country in the world). - licence and a )oint =enture agreement was signed between <o%ernment of India and Su&u'i Motor (ompany (now Su&u'i Motor (orporation of )apan) in Oct *94". #he ob$ecti%es of MUL. then are as cited below!

Moderni&ation of the Indian -utomobile Industry. Eroduction of fuel1efficient %ehicles to conser%e scarce resources. Eroduction of large number of motor %ehicles which was necessary for economic growth.

In "

*. MUL became one of the first automobile companies. globally. to be !" certificate. #he productionJ 2B8 is spread

honoured with an ISO 9

across "96 acres with 5 fully1integrated production facilities. #he MUL plant has already rolled out +.5 million %ehicles. #he fact says that. on an a%erage two %ehicles roll out of the factory in e%ery single minute. #he company ta'es appro9imately *+ hours to ma'e a car. Cot only this. with range of ** models in : %ariants. Maruti Su&u'i fits e%ery car1buyer@s budget and any dream. India@s largest automa'er. Maruti Su&u'i has filed an **O rise in the March " * sales on a >o> basis. 0ith the total sales standing at 9:.*"5 %ehicles in March " *".

CHAPTER - %

O!&ECTI'E OF STU"Y
#he main ob$ecti%e is to find out the current trend going on in the industry i.e. (about the product. price. place and promotion). #his research aims at studying the PTHE !RAN" IMA(E OF MARUTI SU)U*I#+ Ot,-r o./- ti0-s ar- as 1o22o3s4 #o 'now the image of product in the mind of consumer. #o compare the le%el of satisfaction before purchasing and after purchasing the car. #o 'now the most popular media for ad%ertisement . #o chec' the loyalty of the consumer towards the brands. #o 'now the most moti%ating factor for purchasing the four Qwheeler. #o 'now the preferable price from the customer. #o 'now out the choice criteria which the customer while purchasing a (ar.

CHAPTER - 5

R-s-ar , M-t,odo2o67
0hen we tal' of 2esearch Methodology. we not only tal' of 2esearch Methods but also ta'e into consideration the logic behind the methods which we use in the conte9t of our research study and e9plain why we use or why we are using a particular method or techni7ue. #he information that is to be needed for fulfilling the ob$ecti%e of study was collected from %arious primary and secondary sources.
Meaning of esearch

2esearch is defined as Ra scientific and systematic search for pertinent information on a specific topic. 2esearch is an art of scientific in%estigation. It is an academic acti%ity. It is a systemati&ed effort to gain new 'nowledge. A ordin6 to Ad0an -d L-arn-r8s "i tionar7 o1 Curr-nt En62is,! P2esearch is defined as a careful in%estigation or in7uiry especially through search for new facts in any branch of 'nowledge.S

Sur0-7 d-si6n4 #he study is a cross sectional study because the data were collected at a single point of time. ,or the purpose of present study a related sample of population was selected on the basis of con%enience. SAMPLIN( "ESI(N Tar6-t Po9u2ation - #he respondents are those who are ha%ing their own (ars. Sa:92- siz- ; * persons were %isited for the purpose of the study.

 Sa:92in6 T- ,ni<u- - In this study. the respondents were chosen through con%enience and $udgmental sampling. Sa:92- Ar-a - Ludhiana city "ata Ana27sis Q 8ata collection through sur%ey was analy&ed with the help of simple percentage. tabular and graphic method that includes both graphs and pie charts. "ata o22- tion T- ,ni<u#he whole secondary data were collected from industry profile. boo's. maga&ines and internet. 0hile primary data where collected though sur%ey. #he customer sur%ey was done though the 7uestionnaire. Luestion consists of di ,oto:ous :u2ti92- <u-stions and : 9oint rankin6 s a2-. - copy of 7uestionnaire has been attached with the report. Most fa%orable price ranges selected by the customers. Sour - o1 data4 #here are t3o t79-s o1 data4 9ri:ar7 data and s- ondar7 data . Erimary data are collected with the help of 7uestionnaire and secondary data was ta'en from industry profile. boo's. maga&ines and internet. #he information brochures of certain companies. informal lin's with concerned person in this line. articles in newspapers and maga&ines and $ournals ha%e also been consulted as a secondary source of information. R-s-ar , 92an #he research study is descripti%e in nature. #he established ob$ecti%es were 'ept in mind during the study. howe%er the hypothesis was formed as the study was made in the form of descripti%e design attempting to analy&e the attitude of

respondents. #his chapter describes the methodology of the study. #his pro$ect is based on information collected from primary sources. -fter the detailed study. an attempt has been made to present comprehensi%e analysis of the industry. #he data had been used to co%er %arious aspects li'e consumption. consumerNs preference and customerNs satisfaction regarding two wheelers. In collecting re7uisite data and information regarding the topic selected. I went to the residents of Ludhiana (ity to collect the data. Ana27ti a2 Too2s - structured 7uestionnaire was administered for the purpose of obtaining information form the respondents. (are was ta'en to put the 7uestions related to sub$ect. It contains close1ended as well open1ended 7uestions as the ob$ecti%e demanded. Sur0-7 d-si6n4 #he study is a cross sectional study because the data were collected at a single point of time. ,or the purpose of present study a related sample of population was selected on the basis of con%enience

CHAPTER - =

LIMITATIONS OF STU"Y
8espite all possible efforts in conducting the research there was some una%oidable situation. which limited the scope of this dissertation. #he limitations of the dissertation fall under the following!1 *. -s the data was collected by way of 7uestionnaire which was to be filled by respondents. and ta'ing time from respondents was the most difficult B some of the respondents did not responded well. ". #his pro$ect is also confined on the basis of secondary data collected only hence it reliable data for the study. 5. -s the research is based on the data that already a%ailable and collected through %arious means not includes the sur%ey. hence it imposes limitations. as it is $ust possible that the secondary data may be unsuitable or may be inade7uate in the conte9t of the topic under study. +. One of the ma$or limitations of the study is that. as the data is collected though the secondary means. hence it creates uncertainties regarding the methods of the data collection. time of data collected. and any bias of the compiler during the per%ious research and at the time of data collection. :. Limitation of time B resources were a ma$or factor influencing the research study.

CHAPTER - >

?,at is 7our O u9ation@

o u9ation /usinessmen #eaching 8efence -ny other

r-s9onsH * : ":

Int-r9r-tation4 H O 2espondents are /usinessman. * O respondents are teachers. :O respondents are from defence and ":O respondents are from other occupations.

?,i , Car do 7ou O3n@

ars Maruti #ata ,iat Iyundai -ny other

r-s9onsH * ": :

Int-r9r-tation4 H O respondents are ha%ing Maruti cars. ":O are ha%ing Iyundai cars. * O are ha%ing #a#a. : O are ha%ing others brand cars and nobody is ha%ing fiat.

Ha0- 7ou Finan - 7our Car@

>;S CO

+ H

Int-r9r-tation4 H O respondents ha%e not purchased their cars on finance scheme and + O of respondents ha%e purchased their cars on finance scheme.

?,o 9ro:9t-d 7ou to .u7 t,- Car@

,riends B relati%es East e9perience 8ealer recommendation 0ord of mouth -d%ertisement -ny other

: *: * *: *

Int-r9r-tation4 : O respondent says that friends and relati%es prompted them to purchase car. *:O says past e9perience. * O says dealer recommendation. *:O says word of mouth. and * O says -d%ertisements .

?,at attri.ut- do 7ou onsid-r 3,i2- 9ur ,asin6 a Car@

respondents

Erice Eerformance 2esale %alue Maintenance cost ,uel efficiency ,inance scheme

P ri rf ce o rm R a n M es ce a a l in e te v a n lu a n e c F e u c e o l st e F ff in i c a i n ce en c y sc h e m e

45 40 35 30 25 20 15 10 5 0

40 25 10 15 5 5 Series1

+ ": * : *: :

Int-r9r-tation4 Most of the 2espondent + O says that they consider price attribute. ":O says performance. * O says resale %alue. :O says maintenance cost. *:O says that fuel efficiency and :O says that finance scheme.

E11- t o1 PRICE on Pur ,as- "- ision

A6r-Stron627 A6r-Pri H: 5:

N# A# nor "isa6r-"isa6r-"isa6r-Stron627

Int-r9r-tation4 H:O are strongly agreed. 5:O are agreed and others ga%e no response.

E11- t o1 FUEL EFFICIENCY on Pur ,as- "- ision

Strongly Fu-2 E11i i-n 7 -gree *:

-gree 6:

C.- nor 8isagree *

8isagree

Strongly 8isagree

Int-r9r-tation4 6:O persons are agreed. *:O are strongly agreed. and * O ha%e no response.

E11- t o1 R-sa2- 'a2u- on Pur ,as- "- ision

Strongly R-sa2'a2u-gree :

-gree 4:

C..- nor 8isagree :

8isagree :

Strongly 8isagree

Int-r9r-tation! mostly 4:O persons are agree. :O are strongly agree. :O are disagree and :O ga%e no response.

E11- t o1 MAINTAINANCE COST on Pur ,as- "- ision

Strongly agree Maint-nan - * Cost

-gree ::

C.- nor 8isagree 5:

8isagree

Strongly -gree

Int-r9r-tation4 ::O are agree. 5:O gi%e no response. and * O are strongly agree.

E11- t o1 PERFORMANCE on Pur ,as- "- ision

S#2OC<L> -<2;; C.- CO2 P-r1or:an -<2;; +: : 8IS-<2;; :

8IS-<2;; S#2OC<L> 8IS-<2;;

Int-r9r-tation4 +:O are strongly agreed. : O are agreed. and :O ga%e no response.

E11- t o1 FINANCE SCHEME on Pur ,as- "- ision

Strongly Finan S ,-:-gree ":

-gree +

C.- nor 8isagree *:

8isagree "

Strongly 8isagree

Int-r9r-tation! ":O are strongly agreed. + O are agreed. *:O ga%e no response and " O are strongly disagree.

Rankin6 o1 ars a1t-r onsid-rin6 a22 attri.ut-s

Maruti Iyundai #ata ,iat

H ": *:

Int-r9r-tation! Maruti is at first 2an'. H7undai is at "nd 2an' and TATA is at third 2an'. FIAT is at fourth 2an'.

MARUTI
'-r7 Pri Fu-2 E11i i-n 7 R-sa2- 0a2uP-r1or:an Maint-nan ost Finan S ,-:Hi6, * *: " " : Hi6, H: :: + :: * + Satis1a tor7 Lo3 * ": + ": H 5 *: : '-r7 Lo3

*: 5

CHAPTER - A

FIN"IN(S

In the sur%ey . we included people from three areas Q students. ser%icemen and businessmen.#he findings of the research shows Q T -mong the fi%e attributes ( which we considered important for customersN purchasing decision ) customers ga%e highest consideration to loo's and style followed by the mileage. Other attributes li'e comfort. ser%ice and spares were considered later. T Cormally. all the three segments maintained their car single handed and the students and the ser%icemen ser%iced their car regularly but the businessmen were a little hesitent in their ser%cing of the cars. T ;lectronic media ( #=) is the most commonly used medium for the brand awareness. Other medias li'e maga&ines. newspaper. hoardings came later. T #he most important finding is that brand ad%ertising for maruti is much more than any other brand and is 7uic'ly pic'ing up the interest of the cosumers and hence coming with a larger mar'et share.

CHAPTER - B

Su66-stions
Maruti should gi%e more focus on ma'ing effecti%e -d%ertisements. -s people prefer price. performance. less price car should be a%ailed in the mar'et with effecti%e performance. fuel efficiency etc. (ompany should pro%ide effecti%e finance scheme by which their customer group can be increased. #he company should wor' upon increasing performance. fuel efficiency by which its resale %alue can be increased. Maruti should try to maintain its mar'et by continuously pro%iding good attributes. also should introduce less price cars.

!i.2io6ra9,7 !OO*S
Schiff man Leon < B Fanu' Lesie La&ar. P(onsumer /eha%iorS + th ed.A Erentice1Iall of India p%t ltd. M196. (onnaught (ircus. Cew 8elhi1 ** *. India. "A Erentice1Iall of India *. India. 5A Erentice1 *. Fotler Ehilip. PMar'eting ManagementS ed. " p%t ltd. M196. (onnaught (ircus. Cew 8elhi1**

Feller Fe%in Lane. PStrategic /rand ManagementS ed." India. 2esearch methodology by (2. FO#I-2I.

Iall of India p%t ltd. M196. (onnaught (ircus. Cew 8elhi1**

?E!SITES
http!JJwww.marutisu&u'i.comJshowroom.asp9 http!JJwww.maruti.comJ

CHAPTER - 1C

CONCLUSION
0or'ing at M-2U#I SU3UFI (Stan -utos). Ludhiana ga%e me an opportunity to apply my s'ills and 'nowledge. which I had gained pre%iously. #he purpose of study will be to e9plore how consumer e%aluate the /rand image of Maruti. /rand image of Maruti cars is %ery good in the mar'et. Maruti Su&u'i car is easy to maintain. Low cost for ser%ice. easily a%ailable parts in any part of India. Maruti cars has good resale %alue in mar'et. Indian consumer are a brand1aware lot. yet they li'e to base their decision on rationale and focus high Qend brands li'e Maruti cars that are most coherent with their aspiration1 that they see as most rele%ant in their life style. #he factor ma'es the Indian mar'et all the more comple9 to understand

!RAN" IMA(E OF MARUTI SU)U*I LU;S#IOCC-I2;

C-M;UUUUUUUUUUUUUUUUUUUUUUUU.................... -882;SSUUUUUUUUUUUUUUUUUUUUUUUUUUU.. . (OC#-(# COUUUUUUUUUUUUUUUUUUUUUUUUUU DDDDDDDDDDDDDDDDDDDDDDDDDDD

*. 0hat is your occupationV

a) /usiness man (c) 8efence b) #eaching (d) -ny Other UUUUUU

". 0hich (ar brand do you ownV

a) Maruti c) ,iat e) -ny otherUUUUUUUU.. b) #-#d) Iyundai

5. Ia%e you purchased this car on ,inance schemeV

a) >es b) Co

+. 0ho prompted you to buy this (arV

a) ,riends B 2elati%e c) 8ealer 2ecommendation e) -d%ertisements b) East e9perience d) 0ord of mouth f) -ny otherUUUU.

:. 0hat attribute you consider while purchasing the (arV

a) Erice c) 2esale %alue e) ,uel efficiency b) Eerformance d) Maintenance cost f) ,inance scheme

H. 0hat effect these attribute ha%e an effect on purchase decision! 1

A6r-Stron627 A6r-Pri Fu-2 E11i i-n 7 R-sa2- 'a2uP-r1or:an Maint-nan Cost Finan S ,-:N# A# nor "isa6r-"isa6r-"isa6r-Stron627

6. 0hat comes in your mind while considering the under mentioned brands! 1 MARUTI
'-r7 Hi6, Pri Fu-2 E11i i-n 7 R-sa2- 0a2uP-r1or:an Maint-nan ost Finan S ,-:Hi6, Satis1a tor7 Lo3 '-r7 Lo3

4. -re you satisfied with your carV

>;S If CO R-asonDDDDDDDDDDDDDDDDDDDDDDDDDDD# #han' >ou for >our (ooperation Signature CO