SUMMER TRAINING REPORT SUBMITTED TOWARDS THE PARTIAL

FULFILLMENT OF
MASTER OF BUSINESS ADMINISTRATION
ON
SALES &MARKETING OF MARUTI SUZUKI NEXA

SUBMITTED BY SUBMITTED TO
Ishtpal Singh Dr. Samarth Singh
41215103917 Professor
MBA

Management Education And Research Institute

Affiliated To Guru Gobind Singh Indraprastha University
DECLARATION

I ISHTPAL SINGH student of the “MANAGEMENT EDUCATION & RESEARCH

INSTITUTE” hereby declare that the Summer Training report entitled, “SALES &
MARKETING” is an original work and the same has not been submitted to any other institute
for the award to any institute for the award of any other degree. The suggestions as given by the
faculty were duly incorporated.
I hereby certify that all the endeavours put in the fulfilment of the task are genuine and original
to the best of my knowledge and I have not submitted it earlier elsewhere.
The main objective of preparing this project report is to understand the scenario of financial
management. The feasible suggestions have been duly incorporated in consultation with the
Supervisor
ACKNOWLEDGEMENT

It is in particular that I am acknowledging my sincere feeling towards my mentors

who graciously gave me their time and expertise.

They have provided me with the valuable guidance, sustained efforts and friendly
approach. It would have been difficult to achieve the results in such a short span of
time without their help.
I deem it my duty to record my gratitude towards the Internal project supervisor
Mr. Samarth Singh who devoted her precious time to interact, guide and gave
me the right approach to accomplish the task and also helped me to enhance my
knowledge and understanding of the project.

Ishtpal Singh
41215103917
MBA
 TABLE OF CONTENTS

PAGE NO.
1. EXECUTIVE SUMMARY 01

2. INTRODUCTION 02

3. COMPANY PROFILE 03

4. OBJECTIVE 06

5. RESEARCH METHODOLOGY 07

6. PRODUCT PROFILE OF ORGANISATION 11

7. PROCESS FLOW 19

8. CONCLUSION 34

9. LIMITATIONS 35

10. SUGGESTIONS 37

11. QUESTIONNAIRE 40
 EXECUTIVE SUMMARY
This Training Report is a document that provides information of the sales, which is
conducted in the showroom of Maruti Suzuki Nexa and why Maruti had to open new
showrooms for there new segment which is Nexa to provide a different and better
experience to its customers all over India. Nexa showrooms are only to give a premium
buying experience to customers and to build the brand image of Maruti Suzuki.
It is to study the hospility factor of Maruti Suzuki which is provided by Nexa to its
customers which was not provided earlier by Maruti Suzuki. It also studies the customer
and provide the customer with best of the information to the consumer. It is also about the
company policies and the management team which ask there repsentatives to build a
strong bond with customers which will help them in building a positive reputation in the
mind of customer.
This study also give information about that how Nexa perform its sales and markets itself
in the market. The research methodology adopted for this study is mainly from secondary
sources of data. And website of the company. The use of primary sources is limited to
interviews with few employees in the Marketing and Sales department and also from the
working process adopted in the company as interviewed from employees.
With Nexa Maruti wishes to hit this targeted user group and is willing to do so at the risk
of even badging the cars without the Maruti name. Cars sold from Nexa outlets will only
have the S logo.

1
 INTRODUCTION

Sales Promotion is one of the seven aspects of the promotional mix. (The other six parts of the
promotional mix are advertising, personal selling, direct marketing, publicity/public relation,
corporate image and exhibitions.)Media and non-media marketing communication are employed
for a pre-determined, limited time to increase consumer demand, stimulate market demand or
improve product availability. Examples include contests, coupons, freebies, loss leaders, point of
purchase displays, premiums, prizes, product samples, and rebates.
Sales promotions can be directed at either the customer, sales staff, or distribution channel
members (such as retailers).
Sales promotions targeted at the consumer are called Consumer sales promotions. Sales
promotions targeted at retailers and wholesale are called Trade sales promotions. Some sale
promotions, particularly ones with unusual methods, are considered gimmicks by many.
Sales promotion includes several communications activities that attempt to provide added value
or incentives to consumers, wholesalers, retailers, or other organizational customers to stimulate
immediate sales. These efforts can attempt to stimulate product interest, trial, or purchase.
Examples of devices used in sales promotion include coupons, samples, premiums, point-of-
purchase (POP) displays, contests, rebates, and sweepstakes.
This project report is a detailed and comprehensive report based on a systematic process carried
out on designing, collection, interpretation and reporting of information to help marketers solve
specific sales and marketing related problems or take advantage of immerging opportunity in
immerging market. These specific information collected during the survey address a key
marketing issue.

2
 COMPANY PROFILE

“NEXA”- They say that 'Rome was not built in a day,' and quite rightly so. To build
something endurable, one has to invest considerable amount of time, thought and money. A
similar story went into the making of Maruti Suzuki Nexa, the brand's premium dealership in
India.

Maruti Suzuki is the most loved car brand of India for its great value, fuel efficiency and huge
service network. As per reports, the brand controls over 45% of the Indian car market with its
small cars. Some of its popular products involve Maruti 800, Zen, Swift, Dzire, Alto and Van
(Omni).

However, over the years, the brand has not been able to foray into the premium car
segment despite repeated attempts with products such as Kizashi and Vitara.

Some of the reasons for this failure are attributed to reasons like Maruti Suzuki being known as
affordable, fuel efficient and great value providing car brand. Secondly, it has not been
positioned as high-end brand, and hence so people ask - Why should I pay such a high price for a
Maruti Car?
However, lately, Maruti Suzuki has returned with a fresh attempt to enter the high-end car
segment with the launch of first of its kind premium retail network - Nexa. In recent times,
Nexa is one of the biggest bets from the Maruti Suzuki in the Indian market.

Nexa is a retail network from Maruti Suzuki that caters the high-end consumers who have gone
beyond their first cars and are now looking for an experience. It offers a high level of
sophistication and is based on the principles of exclusivity, pampering and listening to the
consumer.
But creating Nexa was a mammoth task for both the brand and Hakuhodo India team, the
agency entrusted with the responsibility of creating Nexa. On to the drawing board, the agency
had to revisit the entire journey of customer's experience while buying a Maruti.

Elvis Sequeira, COO, Hakuhodo India, shares that they aimed at creating a different mindset
and imagery for Maruti. "Nexa is for a well travelled consumer who is digitally savvy, updated
and seeks a world class experience while buying a car. After research, we found that the
Maruti's popular retail channel is not equipped for it and hence a separate channel was needed,"
adds Sequeira. S Cross was the first car launched at Nexa and was followed by Ciaz Hybrid and

3
Baleno Hatchback. Sequeira points that the cars sold from Nexa will not be sold at the popular
Maruti dealerships.
As Maruti Suzuki is a pan India brand, Nexa needed to have a similar presence. The thought
posed several questions for the stakeholders as Nexa wasn't meant cannibalize Maruti's
existing small car market and it shouldn't disturb the dealer-brand relationship.

Sequeira pointed that Nexa's idea got a great response from both brand and agency. "We had to
get it completely right because if we did not, then it would have hampered the brand's image,
which it had created after years of great services," shared Sequeira.
"The biggest problem in designing Nexa was that it could not just be better than an existing
model. It had to be completely different, something that was never thought and done before,"
elucidated Sequeira.

The Hospitality Factor

After a research, it was established that consumers (while buying cars) missed on hospitality.
Hence, the concept of NEXA was derived from the hospitality, banking and aviation industries,
which knew well about one -on-interaction with the consumers. "For Nexa, we roped in people
from banking, aviation and hotel industries as they knew hospitality nuances. Later, we trained
them in selling cars," shared Sequeira.
With product at the center and hospitality surrounding it, the designing teams were clear that the
Nexa representatives will have to partner consumer throughout the lifetime of the car.
"Consumer should know his relationship manager and vice versa," shared Sequeira.

The design team thought of consumer from the time he thinks of the car, visits the facility and
purchases it. Hakuhodo India focused on 19 different aspects in this journey.

Nexa From Inside

It begins with the Valet Parking offered to every visitor. "Consumer mostly visits a car
showroom with his family. While the entire family gets down, one of them is left to drive and
park the car in the usual scenario. At Nexa, we save this trouble," shared Sequeira.
The agency trained people on how to greet consumers when they enter. It designed the area
where they will sit, how they will see the car and what drink will be served, how the
relationship manager will begin the discussion, and a private space to discuss the financial
things.

4
"In our research, we found that the to and fro movement of the backend staff clutters the
showroom, so we kept them away at Nexa. We designed the dresses of the staff at Nexa
according to the ranks. While the theme of the dress was same, but there was a slight difference
in the shades. At Nexa, no staff is allowed to be in casual. We had to manage the supply of cloth
and design. It was a difficult task," shared Sequeira.
Interestingly, unlike the other popular showrooms, the design team decided to keep only one
car per model. "We designed the technology to show the consumer on how different color
looks on the car," shared Sequeira.

While technology was at the centre in designing Nexa, the design teams worked towards a
paperless outlet. The idea was to provide information around the market and the car on digital
platform.

A Hakuhodo team from Japan helped in setting the lighting in the showrooms right. Instead of
using the flat light, they focused the spotlight on the car using professional light to give a
majestic look to the car.
In usual situations, the car is delivered outside the showroom but at Nexa the design teams in
association with Japanese Hakuhodo team, decided to do it inside the showroom as they wanted
other customers to get the feel of it.
"Some of the points that were discussed and raised while designing the delivery were about
emissions, space, oil stains, health effect on the staff and heat measure. We installed filters that
sucked Carbon Monoxide, managed the cooling systems and employed other measures to ensure
that the car could be delivered inside Nexa," shared Sequeira.
The teams also designed a protocol to escort a consumer with least inconvenience to the nearest
Nexa if he lands up in a popular Maruti dealership for purchasing a car that was sold at Nexa.
And finally, the theme of the outlet was kept black and white prestige monochrome. The idea
was that the only spot of colour in the showroom should be the vehicles displayed in its full
glory.
Overall, the Nexa experience has been designed to be less intrusive, less red-tape, less
paperwork than what is absolutely mandatory. It has been designed to answer customer's
questions and not push information through. "We understand our customers want a seamless
experience across web, call centre, showroom and service centre. He wants to be able to define
how, when and where he interacts with NEXA. He is slowly rejecting a colourful 24 pager for an
e -brochure and is very protective of how much information he wants to share with a brand.
Today, a customer asks, 'why do you want to know my address and full history when I have
come just for an enquiry?'" shares Sequeira.

The first Nexa prototype was created in Delhi and the brand was very careful about not
revealing on it before the launch.

5
 OBJECTIVE

The purpose of this project study is to include managerial decision making related to
identification and solution of problem and opportunities in sales and marketing which intern
helps to generate, monitor, refine, upgrade, and evaluate, sales and marketing performance.
It also helps to improve the understanding of sales and promotion as a process.

It manages and implements data collection process, analysis, and validates results, then
communicate these findings and implication to the higher management.

This project study also helps to identify and explore consumer behaviour pattern, their
attitude, believes, opinion and preferences. It helps company to stay in touch with consumer
changing attitude and purchase behaviour.

The project study findings help management in devising and determining the feasibility of
marketing strategy to match the target audience.

 To study the process flow of sales at NEXA.

 To have an overview about Maruti Suzuki NEXA four-Wheelers.
 To study the consumer perception about the maruti Suzuki nexa four-Wheelers.
 To suggest few sales promotion techniques to improve the brand awareness amongst
consumers.
 To observe the behaviour of customer towards the organization.

6
 Research Methodology
The purpose of this research is to analyze NEXA as a Premium Brand. It is known that
Maruti Automobile Brands are not seen as a Premium Brands. NEXA is a differentiated
and leading Indian brand which is acquiring a good amount of reputation and huge
amount of sales in the Indian Market, which was the main target market from the
inception of NEXA. Maruti Suzuki, which is ranked as India’s largest car selling
company has been quite successful in maintaining this coveted rank for years. However,
in the early 1990s, when the market was opened up, Maruti Suzuki was controlling more
than 60 % of the market which was not expected throughout the market. However, this
company was not the one without much of problems. The vital issue which the company
faced at a given point in time was perception. NEXA – the next generation showroom is
Maruti’s earnest chance to win over a generation of customers who are tech savvy and
care a lot about Brand image.

Purpose of study
In various part of the world, consumers always tend to have different kinds of services
and products without having to know much about that the proper usage of that product
and product’s specification. Customers are purchasing inadvertently different brands
which they have not used before. In lot of cases, consumers tend to buy without having
much deep understanding about the new service or product. This study will help to
evaluate the present position of Brand NEXA among the existing customers. The study
eventually helps to identify the vital reason why consumers like NEXA, which is the
most important feature of NEXA cars, in which way consumers demand modification on
existing models, how much is the level of customer acceptance. And also is there some
kind of apprehension in mind of existing customers and the reason for their
apprehensions.

Research Methodology
Sampling Method and Size of Sample
The sample size for the research is 104 and data was collected from random people. The
data was collected both offline and online. People from different economic background
and occupational background were approached. Data sources include majorly secondary
data involving student journals, research papers published in reputed journals across the
world.

7
 Pilot Study
The researchers took a sample of 34 respondents to help conduct the study. To have a
broader view we included people in our sample from different parts of Pune. The pilot
study helped us to combine our thought and come to a common consensus which helped
us define our target audience in order to reach our required solution. Our analysis of pilot
study demonstrated that 80% of pilot consumers showed a great preference towards
NEXA. Looks and Brand are the two factors that affects the most while purchasing a
NEXA (75%). Price and Quality are important parameters for purchase preference for
Luxury brand car (80%). Style is an important factor influencing purchase decision for
Luxury segment cars (76%).

Analysis of Data
Data collection tool-
Primary data will be collected through two ways:
1. Filling up of hard copies of questionnaires.
2. E-Surveys, such as Survey Monkey and Google Docs. Secondary Data will be
collected with the help of internet, journals, newspapers, magazines and other academic
resources.

Data analysis tool-

Data Analysis and Inference
1. Age Group of Respondents

Number of
Age Group Respondents

18 to 20 3

21 to 25 22

26 to 35 9

36 and 69
Above

Table 1: Age Group (in years)

8
 2. Gender of Respondents

GenderNumber of Respondents

Male 72

Female 31

Table 2: Gender of Respondents

3. Age Group Most Interested in Buying Premium Cars, According to Respondents.

Age Number of
Group Respondents

18 to 24 4

25 to 34 34

35 to 44 39

Above 44 26

4. Aware of the Parent Group of NEXA.

Aware of Parent Group of Number of

NEXA Responses

Yes 59

No 43

9
5. Often Hear People Talking About NEXA.

Often Hear People Talk About Number of

NEXA Responses

Not At All 33

Sometimes 59

Often 11

All the Time 0

6. Association of NEXA with Maruti Suzuki Leads to a Preference in Buying Decision.

Preference in Buying Decision Number of Responses

Never 13

Rarely 15

Sometimes 38

Often 28

Always 9
Table 4: Preference in Buying Decision

7. Factors That Influence Purchase Decision for Premium Segment Cars.

Factors Number of Responses

Style 53

Comfort 76

Mileage 33

Price 45

10
PRODUCT PROFILE OF THE ORGANISATION

 Maruti Suzuki Ignis

The nexa car to join Nexa range will be the Ignis compact crossover.The first mini crossover
of the indo-japanese outfit is expected in January 2017. Ignis is expected to come with a 1.0-
litre Boosterjet three-cylinder petrol engine. Transmission options will includefive-sped
manual and maruti Suzuki may offer an AMT unit. Apart from the turbo-petrol engine, Ignis
is likely to get a 1.2-litre VTVT pertrol and a 1.3-litre Multijet diesel unit on a later stage.
Ignis will feature 180mm high ground-clearance, flared wheel arches and a whde C-pillar on
exterior. It will also get high-end Harman Kardon audio system and safety features such as
ABS with EBD, airbags and hill descent control.

11
 MarutiIgnis India - Specifications

 Engine : 1.3 litre Turbo Diesel/1.2 litre Petrol

 Max. Power : 75 PS @ 4000 rpm/84.3 PS @ 6000rpm
 Peak Torque : 190 Nm @ 2000 rpm/113 Nm @ 4000 rpm
 Transmission : 5 Speed Manual/AMT
 Overall Length : 3,700 mm
 Overall Width :1,690 mm
 Overall Height :1,595 mm
 Wheelbase :2,435 mm
 Tyre size :175/65R 15
 Drive Layout :Front wheel drive
 Platform :New generation platform
 Ground Clearance :180mm
 Kerb Weight :260 liters (415 liters with seats folded)
 Seating Capacity :5

MarutiIgnis Mileage* (in KMPL)

City : Highway : ARAI

Petrol : 16 : 20.5 : 20.89

Diesel : 19 : 23 : 26.80

MarutiIgnis India - Features

 Capsule like, minimalist body
 Curved roof and plain surfaces that create a high visual impact and give the car body a
simple yet endearing character
Straight lines of the car’s shoulder and greenhouse enhance the visual impact, as do the many
rectangular motifs that have been repeated at many places like front and rear lower grilles,
outside rear view mirrors, door handles, and headlamps.
 Sunglass like frontgrille and headlamp design Blacked out A
 Clamshell bonnet
 Slits on C pillar pay tribute to earlier Suzuki models such as Fronte Coupé and the
first generation Cervo
 Flared bumpers
 15 inch wheels
 Black alloy wheels
 Side body moulding to enhance the rugged image
 SmartPlay Infotainment with Andriod Auto and Apple CarPlay support

12
  5-speed AMT
 LED daytime running lamps
 Dual Front Airbags
 ABS with EBD
 Security Alarm
 Seatbelt with pre-tensioners
 Fog Lamps

Maruti Suzuki Baleno RS

Maruti Suzuki Baleno's go faster version, Baleno RS, is expected in February-March time
frame. The highlight of Baleno RS is its Boosterjet heart. This turbo petrol mill is expected to
dish out 110bhp and 170Nm of peak torque. It will be either mated to five-speed manual or six-
speed automatic transmission. The transmission is also rumoured with paddle
shifters.
Mauti Suzuki will differentiate Baleno RS from the regular Baleno with sportier front and rear
bumpers. It wil l also get Bi-xenon automatic headlamps with LED DRLs, electrically adjustable
wing mirrors, side skirts and new diamond-cut alloy wheels in dark shade. On the inside the
performance hatchback will boast of automatic climate control and 7-inch touchscreen
SmartPlay entertainment system compatible with Android Auto and Apple CarPlay. This will be
the second affordable hatchback in the country to be equipped with all-wheel disc brakes.

13
ENGINE & TRANSMISSION

 Engine Description : 1.0-litre direct injection Boosterjet petrol engine

 Maximum Power : 101 BHP @ 5500 rpm
 Maximum Torque : 150 NM @ 1700-4500 rpm
 Bore x Stroke : 73x79.5 mm
 Fuel Type : Petrol
 Displacement : 998cc
PERFORMANCE & MILEAGE

 Mileage (City) : 15 kmpl (approx.)

 Mileage (Highway) : 18 kmpl (approx.)
 Mileage (Certified) : 21.1 kmpl

DIMENSIONS & WEIGHT

 Overall Length : 3995 mm

 Overall Width : 1745 mm
 Overall Height : 1510 mm
 Wheelbase : 2520 mm
 Ground Clearance : 170 mm
 Kerb Weight : 950 kg
 Gross Vehicle Weight : 1360 kg
 Turning Radius : 4.9 metres

CAPACITY

 Seating Capacity : 5
 Number of Seating Rows : 2 Rows
 Number of Doors : 5 Doors
 Boot Space : 339 litres
 Fuel Tank Capacity : 37 litres

Maruti Suzuki Ciaz

14
Maruti Suzuki is reportedly planning to launch face-lifted Ciaz sedan in April 2017. The sedan
will get promotion from regular dealerships to Nexa range with the facelift. The new Ciaz will
come with updated new front grille, tweaked bumper and the addition of LED daytime running
lights. The sedan will get newly-designed alloy wheels, while top-spec version will boast of
electronic sunroof according to reports. Rear end will also get nip and tuck to complement
changes up front. On the inside, top variants may come with all black coloured upholstery and
a new infotainment system that supports Apple CarPlay. Mechanically, expect the upgraded
Ciaz to remain the same as the current model with 1.4 -litre petrol and 1.2-litre diesel unit.

Dimensions & Weight

 Length : 4490 mm
 Width : 1730 mm
 Height : 1485 mm
 Wheelbase : 2650 mm
 Ground Clearance : 170 mm
 Kerb Weight : 1130 mm

Capacity

 Seating Capacity : 5 Persons

 No of Seating Rows : 2 Rows
 Bootspace : 510 Litres
 Fuel Tank Capacity : 43 Litres
Engine & Transmission

15
  Engine Type : DDIS 200
 Valve/Cylinder (Configuration) : 4,DOHC
 Displacement : 1248 cc
 Mileage (ARAI) : 28.09 Kmpl
 Turbocharger/Supercharger : Turbocharged
 Drivetrain : Front wheel drive
 Dual Clutch : No
 Sport Mode : No
 Bore (mm) x Stroke (mm) : 69.6mm*82mm
 Alternate Fuel : Not applicable
 Fuel Type : Diesel/Petrol
 Max Power (bhp@rpm) : 89 bhp@4000 RPM
 Max Torque (Nm@rpm) : 200nm@1750 RPM
 Turbocharger Type : Variable geomtry
 No of gears : 5 Gears
 Transmission Type :Manual,Automatic
 Engine Start-Stop Function : Yes
 Cylinders : 4, Inline
 Manual Shifting for Automatic : No
 Driving Modes : No

Suspensions, Brakes & Steering

 Suspension Front :Mcpherson strut
 Suspension Rear : Torsion beam
 Front Brake Type : Disc
 Rear Brake Type : Drum
 Minimum Turning Radius : 5.4 metres
 Steering Type : Power assisted(electric)
 Wheels : Alloy wheels
 Spare Wheel : Steel
 Front Tyres : 195/55 R16
 Rear Tyres : 195/55 R16

Maruti Suzuki S-Cross

16
The first Nexa product, S-Cross, will get nip and tuck in the second half of 2017. Suzuki
unveiled the new version for global markets at the Paris motor show earlier this year. The new
face gets a re-styled front bumper and a larger radiator grille. The chrome grille with vertical
slats is flanked by the new projector headlamps. The headlamp unit also comes with integrated
daytime running lamps. While the side profile of S-Cross remains untouched, the rear features
slightly redesigned tail lamps and bumper. The crossover's diesel options will be carrying over
1.3-litre and 1.6-litre diesel units. It may get a petrol engine for the first time -- expected to be
1.4-litre K-Series petrol engine borrowed from Ciaz.

DIMENSIONS & WEIGHT

 Length : 4300 mm
 Width : 1765 mm
 Height : 1590 mm
 Wheelbase : 2600 mm
 Ground Clearance : 180 mm
 Kerb Weight : 1275 kg

CAPACITY

 Doors : 5 Doors
 Seating Capacity : 5 Persons
 No of Seating Rows : 2 Rows
 Bootspace :353 Litres
 Fuel Tank Capacity : 48 Litres

Engine & Transmission

 Engine Type : DDIS 320
 Valve/Cylinder (Configuration) : 4,DOHC
 Displacement : 1598 cc
 Mileage (ARAI) : 22.07 kmpl
 Turbocharger/Supercharger : Turbocharged
 Drivetrain : Front wheel drive
 Dual Clutch : No
 Sport Mode : No
 Bore (mm) x Stroke (mm) : 79.5mm*80.5mm
 Alternate Fuel : Not applicable
 Fuel Type : Diesel
 Max Power (bhp@rpm) : 118 bhp@3750 RPM
 Max Torque (Nm@rpm) : 320 nm@1750 RPM

17
  Turbocharger Type : Variable Geometry
 No of gears : 6 Gears
 Transmission Type : Manual
 Engine Start-Stop Function : Yes
 Cylinders : 4,Inline
 Manual Shifting for Automatic : No
 Driving Modes : No

Suspensions, Brakes & Steering

 Suspension Front : Mcpherson strut with coil spring
 Suspension Rear : Torsian beam with coil spring
 Front Brake Type : Disc
 Rear Brake Type : Disc
 Minimum Turning Radius : 5.2 metres
 Steering Type : Power assisted (electric)
 Wheels : Alloy wheels
 Spare Wheel : Steel
 Front Tyres : 205/60 R16
 Rear Tyres : 205/60 R16

18
 PROCESS FLOW

 Showroom Interaction
A costumer walks in to the showroom with an enquiry about the most important witch
highest conversion ration.
 Process guidelines
o Team should ensure customer is given a complete Nexa Experience
o Every nexa staff member who meets the customer greets him in a warm and
enthusiastic manner. “good morning/ good afternoon / good evening !”
o Every walk in customer should be served 200 ml mineral water bottle (Bisleri)
o Menu card must be offered to the customer while requesting for customer’s choice of
beverage.
o All the options (green / Assam / lemon tea /Coffee / Soft drink /Juice) must be
mentioned while after interacting with customer.
o All documents must be handed over to customer in only Nexa paper Dockets no losses
sheets to be cvstomer.

 Process Steps
o Floor manager (FLM) greets the customers and notes initial details of customer
o FLM presses the bell of RM and the pantry and escorts the customer to the customer
lounge
o Party servers water (200 ml mineral water bottle) to the customer
o FM meets the customer in the customer lounge
o Fine out was the customer hopes to accomplish during his/her visit
o Understand need of customer and type of usage of vehicle enguired
o Capture contact detach in the enquiry tab
o Provide the desired details to the customer
o Drop the customer to the gate and say thank you when customer is leaving

 Process key Notes

o Treat customer as an
o Assist listen and take customer sinuously
o Work at the customer’s preferred pace
o Do not rush through the process
o Use tab as an active tool for capturing information and and digital demonstration.

 Telephonic Interaction
 A prospect calls the showroom with an enquiry about the Nexa product.

19
 Process Guidelines
o The person responsible for taking the telephone enquiries is the telesales.

 Process Steps
o Greet the customer in a warm and enthusiastic manner͘ “good morning / Good
afternoon / Good evening with your dealership name
o Politely ask for caller’s name and telephone number
o Establish purpose of the call and attend to the customer’s requirement
o If more information is required, then find out preferred time to call the
customer and arrange for the information required.
o Politely ask the customer if he would the a relationship manager to call him
o If customer agrees, then find out preferred time to contact the customer and transfer the
prospect details to the Relationship Manager
o Relationship Manager to call the customer at the customer’s preferred time with
required details

 Process key Notes

o Call should be answered within the third ring
o The person must be able to provide information about
o Models & variants
o Features
o Colors
o Availability
o Current schemes
o Make sure that the name of the customer and the nature of information required are
commences concerned
o person so that the customer does not have to repeat the same

 Outside the Showroom Interaction Process Guidelines

o Relationship manager fixes an appointment prior to visit
o The Relationship is present at the appointed date with the desired vehicle and the tab

 Process Key Notes

o Relationship manager should reach minutes prior to scheduled time
o Demonstration tools should be kept in excellent working condition

 Flowchart for Telephonic Interaction

o Customer calls into the showroom
o Telecaller greets the customer in a warm and enthusiastic manner
o Politely ask for caller’s name and telephone number
o Establish purpose of the call and attend to the customer’s requirement

20
 o If more information is required, then find out preferred time to call the customer and
pass the customer’s coordinates to the respective RM or the showroom manager
o Politely ask the customer if he would like a Relationship Manager to call him
o If customer agrees, then find out preferred time to contact the customer and transfer
the prospect details to the Relationship manager
o Relationship manager to call the customer at the customer’s preferred time with the
required details

 Flowchart for showroom Interaction

o Customer drives into the showroom
o Valet opens the door for the customer and greets him
o Valet hands over valet token to the customer
and guides him to the door
o The customer enters theshowroom and meets
the FLM
o FLM meets and greets the customer, captures initial details, rings bell for RM
and Pantry, seats customer in lounge. Pantry boy brings water
o RM find out what the customer hopes to accomplish during his/her visit
o RM asks the customer about the product he is interested in and proposes to
demonstrate the car to the customer
o RM requests the customer for test drive after demonstration
o RM request the customer to sit for further discussion in discussion area after
demonstration/test derive and offers tea/ coffee/ choice of beverage
o RM requests for customer details and enters in the Tab. (RM should use
Tab for further discussion) RM provides quotation to customer if
enquired by the customer
o RM keeps quotation and brochures in the paper folder and hands over to the
customer
o RM drops the customer to the gate and says thank you when customer is leaving
Valet hands over customer’s car, salutes and wishes him

Enquiry Capturing & Tracking

 Importance of Enquiry capturing and Tracking
o Understand the needs of the customer
o Capture customer information to offer personalized experience to the customer
o Timely and regular follow up with the customers till enquiry is converted into sale
o Record customer details and requirements to facilitate sales process

21
  Enquiry capturing

 Process Guidelines
o Generate an enquiry in the Enquiry Tab, the moment any enquiry is received at the
Nexa dealership

 Process Steps
o For a new customer, open “Car
Configurator” tab in home screen
Click “New User” in “Existing User
Prospect Search” screen
o Enter other customer information using multiple tabs available to punch information in
the system
o These tabs can be updated at any stage of the enquiry. However, complete
information must be updated in the “prospect Data Capture” before booking͘ The
multiple tab are as mentioned below
o Personal information. To capture initial
customer information
o Product choice. To capture product details

 Enquiry Management
Relationship managers can use “Prospect Data capture” to
o Create new enquiry
o Search existing enquiry
o Edit / update existing enquiry
o How to capture enquiry using
prospect data capture ?
o Step 1: Click “Car
Configuration” tab in Home
screen
o Step 2: click “New User” tab
in “Existing User Prospect
Search” Screen Step 3:
Prospect Data capture Home
Screen will be shown

22
 Field Description
o First Name - Enter customer first Name
(MandatoryField)
o Last Name - Enter customer last Name
o Gender - Male / female
o Mobile No - Enter Mobile number (Mandatory Field)
o Beverage Choice - Coffee / Soft Drink / Tea / Other
o Interested in My NEXA Card - This is auto selected by system whenever customers
show any interest Towards My NEXA card in car configurator Tab

 Field Description
o Model - select interested
model (mandatory field)
o Fuel type - Diesel
o Variant - 1.3 sigma, 1.3 delta, 1.3 Alpha, 1.3 Zeta, 1.6
Alpha, 1.6 Delta & 1.5 Zeta
o Color - Select color
o Specific
requirement from
the car(optional)
o Other car
considered
(optional)
o Communication Preference : To capture follow up details
o Customer profile : To capture details of
customer required for booking
o Test Drive details : To capture Test Drive
details
o Exchange : To capture details of the car available for exchange

Enquiry Management
 Process Guideline
o Customer is identified in the system through customer mobile number / customer
enquiry number / content name͘ The same can be used at any time to access
customer record in “Customer Data Repository”
o Enquiry and Booking follow up is important for conversion to retail

23
 Process Steps
o Select date range from ‘Customer Data Repository’ to see list of pending actions
Open enguiries, booked and lost is available for the selected date range
o To update follow up, click on “Total” Open Enguiry
o Select the customer name and update the follow up details
o The booking details can be viewed by selecting customer name from the table

 Key Notes
o Always capture all customer details before booking the vehicle
o It is important to capture “Buyer type” to track requirement of
Exchange by the customer
o Capturing Email ID is important for future communication with
the customer
o Never push the customer to share certain information but also, capture as much
information as possible dust but customer interaction
o The information entered can be updated or edited or edited using edit icon in the
‘Prospect Data Capture
Screen’
o Customer follow-up should be updated everyday

 Enquiry-Booking-Retail (E-B-R) calculation

o To generate a particular number of retails (R), a specific number of bookings (B)
and enquiry (E) is required depending on the conversion ration.
o To generate 100 retail with 75% B to R conversion, the number of booking
required is calculated as: (100 / 75)*100=134 booking
o To generate 134 retail with 20% E to B conversion, the number of bookings required
is calculated as: (100 / 20)*134=670

 Field description
o Nexa follow up date - update next follow up date here, By Default system will
update as N+1 date. So if enquire is captured today then enquiry follow up date
will be tomorrow morning 10 am
o Email - Update Customer Email Id details
o Preferred mode of communication - call / Email
o Preferred Time & Day for communication (optional)
 Field Description

24
o Occupation: Salaried / self Employed / Service / Social Worker / Student / Retired /
Proprietor / Panchayat / Member / Politician / Other
o Address Line 1 / Line / Line 3: Update
customer address here
o State / City: Update customer state and
city
o Type of customer: Company / Government /
Individual / N2N / Taxi
o Buyer Type: First Time Buyer / Additional
Buyer / Replacement buyer
o Current Car Details: Select current car details in case of Additional Buyer of Replacement
buyer
o Source of Contact (Enquiry Source): Advertisement / Business Associates / Campaign /
Events / Events / cold Visits/ Email/ Inbound Calls / References / Showroom Wald in /
Tele calling / Workshop Enquiry
o Referred By: This field will get activated in case Relationship Manager selects Enquiry
source as “References”
o Any Other Customer Details: Enter any remarks to be captured here
o Expected Days to Finalize The purchase: Enter tentative expected days of purchase
o Preferred Date Of Delivery: uto selected based on No of days entered in “Expected
Days to Finalize The
Purchase”

 Product Demonstration

o Occupation: salaried / Self Employed / Service / Social Worker / Student / Retired /

Proprietor / Panchayat Member / Politician / other
o Address Line 1 / Line 2 / Line 3: Update
customer address here
o State / City: Update customer state and
city
o Type of customer: Company / Government / Individual / N2N / Taxi
o Current car Details: Select Current car details in case of Additional Buyer or
Replacement Buyer
o Source of contact (Enquiry Source): Advertisement / Business Associates / Campaign /
Events / Cold Visits / Email/ Inbound Call / References / Showroom Walk in / Tele
calling / Workshop Enquiry

25
 o Referred By: This field will get activated in case Relationship Manager selects Enquiry
source as “References”
o Any other Customer Details: Enter any remarks to be captured here
o Expected Days to Finalize The Purchase: Enter tentative expected days of purchase
o Preferred Date of Delivery: Auto selected based on No of days entered in
“Expected Days to finalize The
Purchase”

 Product Demonstration
Introduction
Product Demonstration is defined as the process of providing a customer, detailed
explanation of the product’s features and benefits through digital demonstration, static
demonstration and test drive.

 Importance of Product Demonstration

The product demonstration is the first opportunity that we have to explain our product to the
prospective customer. A quality demonstration is the most important selling tool of the
Relationship Manager͘ Customer’s experience about the product performance and the treatment
given to him directs the purchase decision of the customer.

 Digital Demonstration
Demonstration of a Nexa product using Nexa application in Ipad. It provides an opportunity to
discuss thevehicle’s varied features / variants / color all at place / location without the physical
availability of the vehicle͘

 Car Configurator
Car configurator is a tool in the tab which can be used for discussion of accessories, along with
discussion on MI, EW, finance etc.

 Market Intelligence
A tool which can be used to compare difference in variant level features for Nexa Models. It
can also be used to compare feature of competition models.

26
  Product Information
This tool in the application can be used to share Demo video, E-Brochure, testimonials,
advertisement etc with the customer.

Static Demonstration
 Process Guidelines
o Vehicle’s exterior and interior, including the boot and
under hood should be clean
o Adequate space should be there around the vehicle to
open all the doors
 Process Steps
o Give an overview of the demo process to the customers
o Politely request the customer for demo Initiate 6 step demo process and elaborate
on features and benefits
o Use the sequence provided under FIRSST model:
F – Front
I - Interior
R - Rear
S - Seat
S - Safety
T - Technology
o Move to a particular step depending on the customer’s preference

 Key Notes
o Listen to customer properly during the demo process
o Encourage customer to interrupt at any time in case of enquiries / doubts
o Do not push on following the sequence if the customer’s wishes to focus on a s
pexific area
o Do not push for the demonstration if the customer is reluctant

27
  Test Drive
Opportunity to increase customer’s faith and confidence towards Nexa products and provide
the customer a pleasurable driving experience. It increases the chance of enquiry conversion as
it establishes a connect between that vehicle and the customer

 Process Guidelines
o Ensure vehicle is in a neat and clean condition
o Check the normal functioning of all the controls, fuel level and tyre
pressure on the test drive car
o Ensure that all documents of the test drive vehicle are available to avoid
any traffic problem
o Ac should be ON during summer before customer enters the vehicle
o Scan customer’s Driving License from lpad before the test driver͘

 Process Steps
o Check availability of a valid driving license with the customer
o Test drive route should be informed to the
customer in advance
o Take the car out of the parking area
o Wear seat belt and also request
the customer to do so
o Relationship Manager should
drive the vehicle initially
o Explain the basic features to the
customer
o Handover the vehicle to the
customer
o Remain silent for initial 2-3 minutes to allow the customer to
get a feel of the vehicle
o Wait for customers queries and answer them politely
o All features of the vehicle must be thoroughly explained
o Give test drive on the main road so that all features like AC, turning radius, etc.
can be fully explained by Relationship manager and also experienced by the
customer
o Duration of test drive should be
at least 15-20 minutes

28
o Test drive should be given for at
least 5kms

 Key Notes
o During test drive with the customer, the Relationship Manager should ask whether
the customer prefers a running commentary or prefers Relationship Manager to be
quiet
o In case test drive vehicle is not available, test drive should be given to the customer at his
convenient time and place
o rrange for a test drive quickly as per customer’s request
o Pay attention to queries of customer family members as well

 Test Drive Register

o Test drive engagement register helps to convey the information regarding the
availability and day’s plan of Test drive vehicle.
o It helps to avoid chances of overlap of test drive time given to the customers. It also
help in better planning of the test drive schedule.
o It’s very important to update the test drive
engagement register regularly͘

Test Drive Details

 Field Description
o DMS Test Drive No: This field is system generated and test drive
number will be shown here
o Model: Select test drive model
o Variant: Select variant for which test drive was given
o Date: This field is system generated, test
drive date is shown here
o Place of Test Drive: Customer place /
dealership
o Duration: Enter total test drive duration
o Reason for Test Drive not Given / Taken: Update the reason why test drive was
not given to customer or customer refused to take test drive
o Customer Feedback: Update customer feedback here

29
 Exchange
 Field Description
o Date: Enter old car date of registration (as per RC Copy)
Place of Purchase: Enter city of
registration (as per RC copy)
o New Car at the time of Purchase:
Yes/ No
o Kilometer completed: Enter kilometer completed
o Loan Completion: Update load completion
date if vehicle is under loan
o Current EMI: Enter current EMI
o Financer: Enter bank details
o Expected Price: Enter excepted old car price here
o Any Other Details: Update any special remarks to be captured
Introduction
Sale of any new Maruti Suzuki vehicle to a customer and buying an old vehicle from the same
customer or a person in relation to that customer.

Importance
Exchange helps to retain customer for life by providing one stop shop solution for all customer
needs. Exchange through True Value facilitates the customers with hassle free transaction and
ultimate peace of mind.

Process Guidelines
It is mandatory to update ‘while type’ while capturing enquiry to ensure prospective exchange
cases can be identified͘ The information on old car is to be entered in the tab section ‘Exchange’
One Sourcing Manager (SM) to be attached to each Sr͘ RM’s team͘ ll SMs to reports to Sr͘ Rm of
his/her sales team.(this SOS pertains to Exchange Process at Exclusive channel. Please refer this
along with true Value Process Guide of Maruti Suzuki).

30
Process Steps
o All customer dealing with respect to evaluation and pricing of old cars will be done by
Relationship Manageronly
o Relationship Manager will explain the evaluation process to customer and take prior
permission of customer forinspection and test drive of customer’s car as part of the
evaluation process. In case, evaluation is to be done outside the showroom, then
Relationship Manager to take suitable time &venue from the customer and inform the same
to Sourcing Manager
o Sourcing Manager should assist the Relationship Manager to the Pre fixed location and
perform evaluation using120 point check-sheet
o Sourcing Manager will inform the estimated RF cost, buying price and RF requirements to
relationship manager.
o Relationship manager to probe and understand these 3 details from the sourcing Manager.
For this,Relationship Manager and Sourcing Manager to maintain the latest Reference price
list of selected old car models provided by True Value Manager
o Old car details and price offered to customer by Relationship Manager should be updated in
the tab so the sameis reflected in the Quotation
o Relationship manager to collect all sourcing documents of old car from the customer as per
SOS, once the deal isfinalized. Refer SOS for lost of documents to be collected
o Relationship manager to arrange the physical collection of old car as per convenient time &
venue given bycustomer before delivery of new car
o Old vehicle to be transferred to the True Value outlet of the dealer for refurbishment and
sale as per SOS
o RC Transfer of old car-Customer to be communicated in writing wrt. RC name transfer
process & time of his oldcar through vehicle registration process & undertaking form of
customer docket set. RLM to be coordinate with

True value Manager regarding actual RC transfer status of old car and in case of any delay in old
car RC. Transfer the same to be informed to the customer with proper explanation in writing

31
 Sales Process

Introduction
Sales process comprises of all the activities between booking and delivery.

Importance
Adherence too sales process is very critical as it ensuresMaximum revenue generation per
customer by sale of varied value added services offered by Nexa Streamline and seamless
completion of all payment and paperwork formalities
o Timely delivery to customer at the committed date and time
o Hassle free purchase and smooth purchase experience for the customer

Elements of Sales Process

Booking Process

o Booking process
o Geniune NEXA accessories
o Insurance booking process
o Extended warranty
o My NEXA card
o Finance process

Introduction
It is a stage wherein customer has agreed to purchase the vehicle from the dealership. This is a
very crucial stage as it covers the deal and negotiation step of the sales process.
Importance
o Standardization of booking process
o Increase in transparency process
o Reduction in deal related concerns
An opportunity to formally document the purchases of the costumer in costumer in consent with
him / her

32
 Process Guidelines
o Booking details can be captured against an enquiry already created in the system
Details of the booking to be entered in confirmation with the customer
o A booking confirmation receipt with customer signature to be maintained in customer file
for every booking

Process Steps
o Select Car Configuration and generate customer’s wish list
o If the quotation already exists in the system, open the quotation from the enquiry details
and select edit option
o Confirm information on choice model, color and variant
o Enter / confirm details of GN selected (refer to section ‘GN Booking Process’)
o Enter / confirm details of Insurance (refer to section ‘Insurance Booking Process’)
o Enter / confirm details of Extended Warranty (refer to section ‘Extended
Warranty Booking Process’) Enter and confirm details of My NEX card
(refer to section ‘My NEX Card booking process’)
o Enter / confirm details about registration charges and schemes & discount.
o Enter / confirm exchange details and source value of the car from the Exchange tab
o Explain the cost of vehicle to the customer
o Explain finance scheme along with EMI details (refer to section ‘Finance Process’)
o Generate the final quotation for the customer. Mail the final quotation to the customer
and also mentions quotation number in the booking Requisition format
o Confirm customer details and completely fill the Booking Requisition Form
o Enter and confirm tentative delivery date and fill in Booking Requisition Format
o Explain to the customer that all prices prevailing at the time of delivery would be
applicable
o Save details and email/ print the Booking Requisition Form (BRF)* and customer
signature on the form Main one copy in the dealership file
o Generate customer booking in DMS, re-confirm all the information, submit the
information to the system
o Take printout of the booking Confirmation Receipt (BCR) and give a signed copy to the
customer. Also mail ac to the customer
o On another copy of the BCR, take customer signature and maintain in customer file a
copy of signed BCR and if any change is made in the booking details, issue a new BCR
to the customer and maintain a signed copy new BCR in the customer file
o Inform customer about the documents required for purchase, finance and registration of
car as per the douches checklist.

33
 CONCLUSION
With these initiatives, Maruti has created a unique space for Nexa outlets and placed it very
strategically against the existing premium brands. However, as new brands adopt ideas used by
Nexa outlets, Maruti will have to come up with new initiatives to enhance the customer
experience and maintain its image as the front runner against the challenges brought forward by
Globalization.

Maruti Suzuki has been successful with its strategy of differentiating the distribution channel in
the form of NEXA. The same has been obvious with the growing number of vehicles sold by
NEXA and subsequently generating revenue to the tune of 10%, with almost only two cars – S-
Cross and Baleno. The car models – Ignis and Ciaz has been launched recently in FY 17-18;
which is again going to impact Maruti Suzuki favourably.

34
 LIMITATIONS

Consider these, there are my 7 reasons why Nexa is a bad idea at this moment:
1. Initially it is said that only premium cars will be sold at Nexa. Definition of premium
being cars priced above 8 lakhs. But most of Maruti’s models have their cheaper variants priced
below 8 lakhs while top spec variants crossing 8 lakhs. So should I go to regular showroom for
LXI/VDi variant and to Nexa for ZXi/ZDi?

2. Most of the new launches like Baleno and SX4 cross are being routed to Nexa. But these
are priced almost at par with other budget cars (Swift, Dzire, Ertiga). Baleno price range starts at
5 lakhs ex-showroom Delhi. So what is premium about it?

3. Wont the dealers who invested in regular Maruti showroom feel cheated that new models
are not being sold in their showrooms?

4. Upselling is going to be a challenge. Suppose a customer walks in into regular Maruti

showroom asking for Swift. Salesperson feels this guy has budget and interest to buy a Baleno.
But now Baleno is being sold in a different showroom in other part of town. If sales person asks
the prospect to go to Nexa, there is no guarantee that prospect will go all the way- he might book
a car at a competitor showroom enroute. If Baleno was available in same roof, a more profitable
sale could have been stuck on the spot.

5. Overhead costs: Assume that it costs 5 lakh rupees per month to run a car showroom
(rent, salary, maintenance expense etc). If a regular maruti showroom is selling say 100 cars per
month, then they need to earn Rs 5000 per car to breakeven the operating costs. A premium
showroom will have same or higher expense- but if premium showroom sells only 10 cars per
month, then they need to earn Rs 50000 per car. As a consumer, would you may much more to a
car against the promise of “premium experience? It is a tricky situation for Nexa- they need
higher numbers to make profit, but higher number means more crowd and less differentiation
between Nexa and regular Maruti showrooms. As a customer are you willing to pay more for a

35
premium showroom experience (a welcome drink, less crowded showroom and an over
courteous staff) for an ordinary car?

6. Nexa showrooms are very few in number per city. Would you drive 20kms extra to a Nexa
showroom for ‘premium’ experience or prefer to get your work done at a regular Maruti
showroom/service centre near your home/office? Even for prospects, it is unnecessary confusion
and extra traveling visiting dual showrooms.

7. Nissan has done a smart move by selling Datsun inside Nissan showrooms. Maruti’s
premium showroom concept would have worked well if they stick to the rule that only 10 lakh+
cars will be sold via Nexa. But Maruti is diluting Nexa by selling much cheaper cars also in
nexa, thereby reducing gap between Nexa and rest of standard showrooms. In fact the
overlapping price range will only add to confusion, rivalry among dealers.

36
 SUGGESTIONS

One of the biggest challenges for Maruti Suzuki currently is the aggressive entry of global
players like Nissan, VW, GM, Ford and Honda into the Indian Car Market. With a large array of
small car models in their existing portfolio, Maruti was not able to retain customers who wished
to upgrade as they did not have offerings in the premium segment. This was taken care of by
planning ahead of time and in 2012, Maruti had premium models like Ciaz, S-Cross and Baleno
in prototype stage.

The major hurdle was that the target customers were different for this segment and they would
not prefer to have the same experience that traditional Maruti customers were having while
visiting the existing outlets. This resulted in NEXA, the premium showroom for premium
models.

BLUE OCEAN STRATEGY

Maruti Nexa used Blue Ocean Strategy to answer the challenges due to Globalization in its Nexa
outlets. The three characteristics for a Blue Ocean strategy to be successful were used as
follows:-

1. Focus: The focus was mainly on the customers looking for an upgrade of existing Maruti
Suzuki cars and thus moving to other Global automobile manufacturers. The focus was on their
preferences for a better experience, shedding the image of Maruti as a low cost car manufacturer.

2. Divergence: As shown in the Strategy Canvas analysis further in the article, the value
curve of Nexa diverged from the existing value curves of automobile majors and from Maruti
Suzuki’s existing outlets.

3. Compelling Tagline: “A New Destination, A New Experience” clearly emphasized

upon the New Experience being the selling point of Nexa outlets.

37
HOW THEY DID IT?
Below is an analysis of how Four Actions Framework or ELIMINATE-RAISE-REDUCE-
CREATE (ERRC) framework was used to change the Strategy Canvas for NEXA showrooms.

As shown in above figure, Nexa was a result of various strategies wherein Maruti changed its
Value offerings as compared to Maruti Suzuki outlets and other premium brands. The initiatives
taken were as follows:-

1. RAISE
a. Time to purchase

Specially trained staff was recruited in order to give a personalized experience to the customer
and their families. The sales executives properly understood the needs of the family and made
suggestions on the purchase decision.

b. Interior Design

The interiors of the showrooms had marked improvements with Customer Lounge and special
closed areas for financial discussions. The cars on display were lit up with special lighting in
order to give a unique stylish feel to the models.

c. Personalized Experience

A sales executive was exclusively taking care of the family and the purchase order and was
supposed to take the role of a Relationship Manager, solving all queries in present and future.

2. REDUCE
a. Number of models on Display

With a smaller pipeline of models, the standardized colors were put up with all features
embedded in order to give a feel to the customer of the highest variant.

b. Customer to Staff Ratio

As compared to existing Maruti outlets, the customer-to-staff ratio is very high and at a time, an
executive might be busy with 3 customers. However, this has been significantly lowered in Nexa
showrooms in order to facilitate a better personalized experience.

38
3. ELIMINATE
a. Back-end Staff Movement

Back-end staff movement has been eliminated in order to avoid any disruptions to the showroom
experience and the sales executive is the only person who addresses all the queries from one
customer.

4. CREATE
a. Valet Parking

A new facilitation done by the Nexa outlets since they feel that the head of the family needs to
go to the park the car while the family waits for the person. This does not create a very good first
impression. So, Valet parking is a new initiative in order to create a good welcome experience to
the customer.

b. Paperless Process

All the sales staff are equipped with Tablets to display new features and the entire work is
oriented towards not using any paper for the transactions. This creates a very advanced outlook
for the customer and their families and also gives and image of environment friendly nature of
the organization.

39
 QUESTIONNAIRE

NAME-

AGE-

GENDER-
OCCUPATION-

1. At present which Nexa car do you own?

(a) Baleno
(b) Ignis
(c) S-cross
(d) Ignis

2. Please rate the following features according to your

preference
EXCELLENT GOOD SATISFATORY CANT
SAY
COMFORT
MILEAGE
MAINTAINANCE
POWER
SAFETY
STATUS

3. How was the sales executive’s attitude towards you?

(Greeting, Seating & Selling)
(a) very good
(b) good
(c) average
(d) poor

40
4. What was the delivery time offered by NEXA?
(a)Less than a week
(b)One two three weeks
(c)Two to three weeks
(d)more than three weeks

5. Are you satisfied with service provided by Nexa?

(a)very satisfactory
(b)satisfactory
(c)dissatisfactory

6. What are important features we’re missing?

(a)
(b)
7. Compared to our competitors, is our product quality better,
worse, or about the same?
(a)better
(b)same
(c)worse
8. How likely are you to buy again from us?
(a)likely
(b)not likely
(c)not at all

41
9. How likely are you to recommend our products/service to others?
(a) Very likely
(b) Likely
(c) Neutral
(d) Unlikely

10. How would you rate your interaction with our employees?
(a)Excellent
(b)good
(c)fair
(d)poor

11.Please rate the quality of product ?

(a)Excellent
(b)good
(c)fair
(d)poor
12. Did our employee make you feel like a valued customer?
(a)yes
(b)no

13.Would you like to receive information regarding our new

releases/future sales?

(a)yes

(b)no

42
 REFRENCES
1. http://timesofindia.indiatimes.com/business/india-business/Top-3-auto-companies-hold70-
market-share/articleshow/50749746.cms Retrieved on 1 June, 2017
2. Motilal Oswal Annual Research Update, Sector – Automobile, Maruti Suzuki, 24 August,
2016.
3. Neil H. Borden (1964): ‘The concept of the Marketing Mix’, Journal of Advertising
Research, June, Vol. 4, pp. 2–7, 4. E. Jerome McCarthy (2001): ‘Basic Marketing: A
Managerial Approach’, 1960 1st ed. / 13th ed., Irwin, Homewood Il,
4. Louis W. Stern and Adel I. El-Ansary (1996): ‘Marketing Channels’, Prentice Hall
5. http://auto.economictimes.indiatimes.com/news/aftermarket/marutis-premiumdealership-
nexa-launched/48185001, Retrieved on 1 June, 2017
6. Motilal Oswal Annual Research Update, Sector – Automobile, Maruti Suzuki, 24 August,
2016
7. http://www.adageindia.in/marketing/cmo-strategy/the-story-behind-designing-nexamarutis-
premium-dream-in-india/articleshow/49795243.cms, Retrieved on 1 June, 2017
8. Elias George K (2015): ‘Latest Marketing Techniques: Nexa The Next Generation
Showrooms Of Maruti Suzuki’, International Journal of Management (IJM), Volume 6, Issue
9, Sep 2015, pp. 51-54
9. http://www.thehindu.com/business/Industry/maruti-suzuki-launches-
nexaoutlets/article7456265.ece, Retrieved on 1 June, 2017
10. Kaur Harpreet (2016): ‘MSIL: A Leader in Indian Automobile Sector’, International Journal
of Multidisciplinary and Current Research, Vol.4 (Jan/Feb 2016 issue), pp. 63-66
11. . Chauhan, Chanchal Pal (2015): ‘NEXA Gamble’, Business Today, December 20, 2015
http://economictimes.indiatimes.com/industry/auto/news/passengervehicle/cars/maruti-to-
expand-offerings-at-nexa-with-ignislaunch/articleshow/56009761.cms, Retrieved on 1 June,
2017

43