Вы находитесь на странице: 1из 117

A

PROJECT REPORT
A Study of Customer Awareness through Advertisement of
Maruti Suzuki in Jabalpur

Submitted to
RANI DURGAWATI VISHWAVIDYALAYA, JABALPUR (M.P)
In partial fulfillment of the requirement for award of the degree of

MASTER OF BUSINESS ADMINISTRATION


Session 2010-12

Submitted By
ANKITA JAIN
M.B.A. 4rd SEM

DEPARTMENT OF MASTER OF BUSINESS


ADMINISTRATION

GYAN GANGA COLLEGE OF


TECHNOLOGY

DECLARATION
I hereby declare that the project entitled , written and submitted in partial
fulfillment of the requirement for award of the DEGREE OF MASTER OF
BUSINESS ADMINISTRATION FROM RANI DURGAWATI
VISHWAVIDYALAYA JABALPUR.
The matter report in this project is neither used elsewhere nor has been
submitted.

Ankita Jain
Gyan Ganga College Of Technology
Jabalpur(M.P)

FORWARD
This is to certify that Ms. Ankita jain, student MBA IV SEM. of this institute have
successfully completed the project work entitled A Study of Customer
Awareness through Advertisement of Maruti Suzuki in Jabalpur, submitted in
the partial fulfillment of the DEGREE OF MASTER OF BUSINESS
ADMINISTRATION from RANI DURGAVATI VISHWAVIDHYALAYA,
JABALPUR.
I find the research work comprehensive complete & of sufficiently high
standard to warrant this presentation for examination.

Date:Place :-

DIRECTOR

Initiating a project is just the First step; however, it wouldnt have been possible
without the kind support and help of many individuals and organizations. I would
like to extend my sincere thanks to all of them.

I would like to Thank and express my special gratitude to Head of Management


Department and the faculty of Gyan Ganga College Of Technology my Institute,
without whom this project would have been a distant reality. Sincere thanks for
their co-operation and encouragement which helped me through this project.

Ankita Jain

TABLE OF CONTENTS

S.NO
1

NAME OF THE CHAPTER


Executive Summary

Objective of the study

Company Profile

PAGE NO

Introduction

Research Methodology

Limitation of the Research

7
8

Data collection, analysis &


interpretation
Findings

Conclusion

10

Suggestions

11

References & Bibliography

12

Annexure

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.
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 circle teams.
To reach our customers, we have built a strong sales network of 600 outlets spread over
393 towns and cities. We provide maintenance support to customers through 2628 workshops
spread over 1200 towns and cities.
Over the last few years, the company strengthened the existing practices and
experimented with many new initiatives by way of (continuous improvements) to delight its
customers.
These initiatives ranged from product design and quality to network expansion, and
included new service programs to meet unsaid needs of customers.
In the field, the products are supported by rapidly expanding networks. The company has
diverse networks for new cars, spares, service, pre owned cars and so on, and all of them were in
expansion mode last year to enable the company get closer to the customer.

COMPANYS PROFILE

Maruti Suzuki India Ltd

Type

Public (BSE MARUTI, NSE

Founded

1981

Headquarters

Gurgaon, Haryana, India

MARUTI)

Key people

RCBhargava,(Chairman)
Kenichi Ayukawa (CEO & MD)

Industry

Automotive

Products

Cars

Revenue

US $6.8 billion (2012)

Employees

6,903(2011)

Parent

Suzuki

Maruti Suzuki India Limited (MSIL, formerly known as Maruti Udyog


Limited) is a subsidiary of Suzuki Motor Corporation, Japan. Maruti Suzuki
has been the leader of the Indian car market for over two and a half decades.
The company has two manufacturing facilities located at Gurgaon and
Manesar, south of New Delhi, India. Both the facilities have a combined
capability to produce over a 1.5 million (1,500,000) vehicles annually. The
company plans to expand its manufacturing capacity to 1.75 million by 2013.
The Company offers brands and over 150 variants ranging from people's
car The portfolio includes, Alto 800, Alto K10, A-star, WagonR, Ritz,
Swift, Swift DZire, SX4, Omni, Kizashi, Grand Vitara, eco, Alto, Estilo,
Wagon R and Sx4.
Maruti Suzuki is the only Indian Company to have crossed the 10 million sales
mark since its inception. In 2012-13, the company sold 1.17 million vehicles

including 1.2 lakh units of exports.


The Company employs over 9400 people (as on 31st March, 2013). Maruti
Suzuki's sales and service network is the largest among car manufacturers in
India.
The Company has been rated first in customer satisfaction in the JD
Power survey for 13 consecutive years. Besides serving the Indian market,
Maruti Suzuki also exports cars to several countries in Europe, Asia, Latin
America, Africa .

History
Maruti Suzuki India Limited (MSIL, formerly known as Maruti Udyog Limited) is a
subsidiary of Suzuki Motor Corporation, Japan. Maruti Suzuki has been the leader of the Indian
car market for over two and a half decades. The company has two manufacturing facilities
located at Gurgaon and Manesar, south of New Delhi, India. Both the facilities have a combined
capability to produce over a 1.5 million (1,500,000) vehicles annually. The company plans to
expand its manufacturing capacity to 1.75 million by 2013.

The Company offers 16 brands and over 150 variants ranging from people's car Maruti 800 to
the latest Life Utility Vehicle, Ertiga. The portfolio includes Maruti 800, Alto 800, Alto K10, Astar, Estilo, WagonR, Ritz, Swift, Swift DZire, SX4, Omni, Eeco, Kizashi, Grand Vitara, Gypsy
and Ertiga. In an environment friendly initiative, in August 2010 Maruti Suzuki introduced
factory fitted CNG option on 5 models across vehicle segments. These include Eeco, Alto, Estilo,

Wagon R and Sx4. With this Maruti Suzuki became the first company in India to introduce
factory fitted CNG vehicles.

In terms of number of cars produced and sold, the Company is the largest subsidiary of
Suzuki Motor Corporation.Cumulatively, the Company has produced over 10 million vehicles
since the roll out of its first vehicle on 14th December, 1983.
Maruti Suzuki is the only Indian Company to have crossed the 10 million sales mark since its
inception. In 2012-13,the company sold 1.17 millionvehicles including 1.2lakh units of exports.
The Company employs over 9400 people (as on 31st March, 2013). Maruti Suzuki's sales and
service network is the largest among car manufacturers in India. The Company has been rated
first in customer satisfaction in the JD Power survey for 13 consecutive years. Besides serving
the Indian market, Maruti Suzuki also exports cars to several countries in Europe, Asia, Latin
America, Africa and Oceania.

INTRODUCTION
MEANING OF ADVERTISEMENT
Advertising is paid form of non-personal Communication, Advertising
promotes ideas, goods and services of an Identified sponsor .It is a vital tool of
marketing goods, services and ideas .It is intended to influence the prospective
customers in the market and create an increase in sales.

The word Advertising is derived from a Latin word advertere which


means to turn attention towards a specific thing. The Simplest meaning of an
advertisement is public announcements

Definitions of Advertising
According to American Marketing Association:Any paid form of non-personal presentation of ideas, goods and services by
an identified sponsor id termed as advertising.
According to Philip Kotler

Advertising is a non-personal form of communication conducted through


paid media under clear sponsored
CHARACTERISTICS OF ADVERTISING
1. Advertising is a paid form of communication. It is paid because the advertiser has purchased
time and space.
2. It is non-personal in nature, because it is not directed towards an individual. No face to face
presentation.
3. The purpose is to promote ideas about products and services.
4. Advertising is done to create interest in goods and services.
5. Adverting is issued by an identified sponsor.
6. It may be visual, spoken or written.

OBJECTIVES OF ADVERTISING
1. To Introduce new product.
2. To sustain the established product.
3. To Increase the market shares.
4. To educate the consumers.
5. To face the competition.

TYPES OF ADVERTISING
The most commonly used advertising media are:

Television

Newspaper

Radio

Internet

Telephone and mobiles

Hoardings, boards and posters

1. Television
Television is an excellent media for advertising something as it is one of most commonly used
medium by the masses.
If the commercial is well made, it attracts the people towards itself and the product.
Hence while making a TV commercial it is very important that the theme of the commercial is
good it is well made and the concept should compel the viewer to look at it rather than changing
the channel during a commercial break of a program.
A famous figure or a celebrity if used as model for selling the product diverts people attention
more and hence is a good way of promotion.

2. Radio
Radio is another common media used for advertising. It can be done through audio radio
commercials or the host of a show can be paid to promote the product.
Since the radio commercials are audio and not visual its important that the audio commercial
made is well spoken and has sounds and words that catch the attention of the listener.

3. Hoardings, Boards and Posters


Another common media for advertising are board, hoardings and posters. These media are an
excellent source for advertising especially large hoardings on the roadsides.
However in order to grab the attention of a passerby these boards and posters of course have to
be attractive and must be bold and clear.
Posters and boards are one of the oldest means for advertising something, before the invention of
TV, radio, computers and phones; these were a common media chosen for advertising.

4. Newspapers and Magazines


News papers are yet another very common and a very old media for advertising. Small or large
ads can be given on a newspaper either on the side of a news column of in front of the paper.
Magazines are also a very good media for advertising. Magazines are very popular among the
masses and an advertisement given in a magazine is sure to grab attention.

5. Telephones and Mobile Phones


These media are not very commonly used but are in many cases used as the media for
advertising.
Mobile telecom companies advertise their new packages by sending messages to their users.
Companies to companies advertisement takes place through telephones commonly.

6. Internet
Internet in todays world can be stated as one of the best media for advertising.
Ads can be given on the sides of popular websites most importantly on social networking
websites that are extremely popular amongst the youth.
Fan pages and groups of communities of many brands companies are made on many social
networking sites where advertisement for new launches and products by the companies are
given.

ADVERTISING EFFECTIVENESS
It is the time of cut throat competition in advertising World. To succeed in this type of
competition and capture a place in market, Every business and industrial enterprise needs to have

effective advertising and publicity for their products.


Effectiveness should be measured in terms of a dependent variable. The ultimate criterion of
ads effectiveness is increased sales. Sales are an ultimate action and besides a change in
consumer awareness, his Knowledge of the product or a change in his attitude or the
development of certain motivating factors is the consideration of ads effectiveness. Favorable
consumer responses: behavioral, physiological or verbal, are employed as the measurement of
advertisements effectiveness

PRODUCT ADVERTISING

MARUTI ALTO 800

Punch line- Aapka Sachcha Humsafar

This punch line says those come and lets go for a comfortable & smooth ride. Lets go for Easy
Drive & Handling, for fuel Efficiency, for Optimum Performance, for Comfort for Style, for
Safety. This advertisement shows young couple who are free to enjoy the freedom of life
followed by Alto.
Conclusion : This young couples target those young married couples,
where they are entering in a new way of

MARUTIWAGON-R

Punch line- For

the Smarter Race

Compact and Smart with a high speed, smart TECHNOLOGY and smart LOOKS
DUAL-FUEL OPTION.

MARUTI SWIFT D ZIRE

Paunch line- You are the fuel


This punch line says that There is an energy inside like fuel
Especially this car meets your desire for safety as below:-

Dual front airbags

Collapsible steering column

Seat belts with safety-enhancing and force limited

MARUTI SX4

Paunch line: MEN ARE

BACK

Apart from the oversized wheels, which look out of proportion, the design is well balanced. The

headlights wrap around onto the fenders, there are big front wheel arches and the integration of

the rear of the car is well executed and in line with the design of the nose as well. A stylistic

touch is the way the front quarter glass dips down into the beltline.

MARUTI SUZUKI

T
his ad focuses on the Sales and Services of Maruti in almost every
part of the country. Conclusion: Better Services

OBJECTIVES

1. To study the most effective medium of advertisement.


2. To analyze the effectiveness of advertisement on sales promotion in Maruti Suzuki.
3. To study the Customer Awareness through Advertisement of Maruti Suzuki in Jabalpur.

RESEARCH METHODOLOGY

Research methodology is a way to systematically solve the research problem. Research


is an originally contribution to existing stage of knowledge for making advancement. The role of
research in several fields of applied economics whether related to business or economy as a
whole has greatly increased in modern times.

Research methodology is considered as a nerve of the project without a proper well


organized research plan, it is impossible to complete the project and reach to any conclusion. The
project was based on the survey plan. The main objective of survey was to collect appropriate
data, which work as a base for drawing conclusion and getting result.

Research Methodology is a strategy that guides a researcher in providing answers to


research questions and for this, research survey is being done.

DATA COLLECTION

The task of data collection begins after a research problem has been defined and research
design/plan chalked out. While deciding about the method of data collection to be used for the
study, the researcher should keep in mind two types of data viz., primary and secondary. There
are basically types of data present with the help of which a research work can be done.

1. PRIMARY DATA
2. SECONDARY DATA
1. PRIMARY DATA:
Primary data are collected by the researcher himself and are original. In collecting primary
data a sufficient time and money are involved. Individual are contacted from the field of
investigation. Primary data are collected according to the need and problem of researcher.
Example:- Survey , Questionnaire.

2. SECONDARY DATA:
They are in existence priory and were collected by someone else or by any web site. It is
not collected by the researcher and is not real. Secondary data are collected by someone
else but the present researcher makes use of them. As they are collected by someone else
hence needs proper precautions before use.

ANALYSIS METHOD:
They analysis and the interpretation have been done using the questionnaire,
survey.
Questionnaire filled by 100 peoples.

PRIMARY SOURCES: Questionnaire


SECONDARY SOURCES: Websites
Statistic tool: Simple percentage analysis and tabulation is used to analyses the data. Pie
chart is used to give pictorial representation of the analysis.

Research Area: Through an online survey.


Research Tools: Questionnaire and Interaction
Procedure of Data Collection: Personal Approach/ Online Survey
Sample Size:

100 people.

ANALYSIS AND INTERPRETATION

Q1. Do you have a four wheeler?

a. Yes
b. No

65
35

Do you have a four wheeler


70
60

65

50
40
35

30
20
10
0

Yes

INTERPRETATION:
65 People have 4 wheeler.
While 35 People do not have 4 wheeler

Q2. Are you planning to purchase any 4 vehicle?

No

a. Yes
b. No

70
30

Are you planning to purchase any vehicle


80
70

70

60
50
40
30

30

20
10
0

Yes

INTERPRETATION:

70 people are planning to purchase 4wheeler


While 30 are not planning to purchase 4wheeler.

Q3. Have you ever Test drive any Maruti car?

No

a. Yes
b. No

73
27

Have you ever Test drive any Maruti car?


80
70

73

60
50
40
30
27

20
10
0

Yes

INTERPRETATION:
73 people test drive Maruti car
While 27 do not drive/test drive Maruti car.

No

Q4. Are you aware about the new range of Maruti car launched recently
a. Yes
b. No

73
27

Are you aware about the new range of Maruti car launched recently
80

73

70
60
50
40
27

30
20
10
0
Yes

No

INTERPRETATION:
73 people are aware of new range of Maruti car launched recently.

27 people are not aware of new range of Maruti car launched recently.

Q5. Have you ever seen advertisement of Maruti Car?


a.Yes

99
1

b. No

Have you ever seen maruti advertisement


120
99

100
80
60
40
20

0
Yes

No

INTERPRETATION:
99 people have seen the advertisements of maruti car.
While 1 people have not seen the advertisements of maruti car.

Q6. If yes? where did you seen the ads of maruti ?


a. Internet
b. Television
c. Newspaper
d. Hoardings

22
60
10
8

If yes ?where did you seen ads of maruti


70

60

60
50
40
30

22

20
10

10

Newsaper

Hoardings

0
Internet

INTERPRETATION:

60 people have seen ads on television


22 people have seen advertisement while surfing internet
10 people read ads on newspaper
8 people have seen hoardings on a road

Q7. According to you which medium of advertisement is most effective?

Television

a. Internet
b. Television
c. Newspaper
d. Hoardings

38%
43%
10%
9%

According to you which medium of advertisement is most effective


50
43

45
40

38

35
30
25
20
15
10

10

Newspaper

Hoardings

5
0
Internet

INTERPRETATION:
43 people saying that television are most effective medium
While 38 of people saying that internet is most effective medium
While 10 of people saying that newspaper is most effective medium
While 9 of people saying that hoardings are most effective medium

8. What is the first thing that comes to your mind when you see those ads?

Television

a. Punch line
b. Celebrity
c. Themes
d. Others

41
31
18
10

What is the first thing that comes to your mind when you see those ads
45

41

40
35

31

30
25
18

20
15

10

10
5
0
Punch line

Celebrity

Themes

Other

INTERPRETATION:

41 of people find that punch line is the 1st thing that comes to their mind.
31 of people find that celebrity is the 2st thing that comes to their mind.
41 of people find that punch line is the 1st thing that comes to their mind.
18 of people find that themes are the 3st thing that comes to their mind.
10 of people find that other thing that comes to their mind.

Q9. Which type of advertisement is good?

a.Feature based
b.Story based

62
38

Which type of advertisement is good


70
62
60
50
38

40
30
20
10
0
Features based

Story based

INTERPRETATION:
62 people believe that feature based advertisement are good

38 people believe that story based advertisement are good

Q10. What attribute will you consider while purchasing Maruti Car?
a. Features
b. Price
c. Satisfaction of needs
d. Offer available in car

24
43
32
1

What attribute will you consider while purchasing maruti car


50
45
40
35
30
25
20
15
10
5
0

43
32

24

INTERPRETATION:

43 people look for price


32 people look for satisfaction of needs
24 people look for features
1 people look for offer available in car.

Q11. Which model of Maruti has been advertised more frequently?


a. Ritz

25

b. Swift

30

c. Wagon R

20

d. Alto

25

Which model of maruti has been advertised more frequently


35
30
25

30
25

25
20

20
15
10
5
0
Ritz

Swift

Wagon R

INTERPRETATION:
30 people find Swift ads comes more frequently
20 people find Wagon R ads comes more frequently
25 people find Alto ads comes more frequently
25 people find Ritz ads comes more frequently

Q12. Do you think advertisement is an effective method of selling Marutii car?


a.Yes
b.No

96
4

Alto

Do you think advertisement is an effective method of selling maruti car?


120
96

100
80
60
40
20

4
0
Yes

No

INTERPRETATION:
96 of people says YES, advertisement is an effective method of selling Maruti
car
While 4 of people say NO.

FINDINGS

Majority of the respondents uses four wheeler of Maruti Suzuki.


43% of respondents indicates that ads given on television are most effective
Majority of the respondents have good opinion about the advertisement.

CONCLUSIONS
I conclude that television is one of the best media for advertisement. It gives more impact than
any other media.
The product of Maruti Suzuki are usually taken by the age group of 26-38 keeping this in mind
company should design such type of advertisement which are innovative and attractive like they
are in animation format, story based because lot of people are interested in watching television.
Now a days internet is also a best medium of advertisement because people can get all the
information like price, colour, offers etc.

BIBLIOGRAPHY

1. Websites
www.ritzcar.com
www.swiftdesire.com
www.marutisuzuki.com

2. Books Referred
Marketing Managemnet by Philip Kotler
Advertising and brand management C.N. Sontakki
Business Research Methodology by CR Kothari.

Questionnaire
NameAgeOccupation-

1. Do you have a four wheeler?


a. Yes

b. No

2. Are you planning to purchase any vehicle?


a. Yes

b. No

3. Have you test drive any maruti car?


a. Yes

b. No

4. Are you aware about the new range of maruti car launched recently ?
a. Yes

b. No

5. Have you ever seen maruti advertisement?


a. Yes

b. No

6. If yes? where did you seen ads of maruti ?


a. Internet

c. Newspaper

b. Hoardings

d. Television

7. According to you which medium of advertisement is most effective?


a. T.V

c. Hoardings

b. Internet

b. Radio

8. What is the first thing that comes to your mind when you see those ads?
a. Punch line

b. Celebrity

c. Themes

d. Other

9. Which type of advertisement is good?


a. Features Based

b. Story Based

10. What attribute will you consider while purchasing maruti car?
a. Features

b. Price

c. Satisfaction of needs.

d. Offer available in car.

11. Which model of Maruti has been advertised more frequently?


a . Alto

b. Ritz

c .Wagon R

d. Swift Desire

12. Do you think advertisement is an effective method of selling your car?


a. Yes

b. No

LIMITATION

The data has been collected from Jabalpur city only.

Limit is of sample size due to lack of time.

SUGGESTIONS
Proper Campaigns should be organized for the customers about the description of
Products & their benefit.
Company should increase the sales promotions through newspapers.

AND

2. Occupation

a. Professional
b. Self employed
c. Housewives
d. Businessman

Businessman

32
30
18
20

Self employed

Housewife

Professional

INTERPRETATION:
On the basis of the questionnaire filled by the sample of 100 people 30 people are
self employed 32 people are professional 20 people are businessman and 18 people
are housewives.

1. Gender

a. Male
b. Female

72
28

Female; 28

Male; 72

INTERPRETATION:
On the basis of the questionnaire filled by the sample of 100 people 72 are male
and 28are female who had been participated in filling this questionnaire.