PROJECT REPORT On BRAND IMAGE OF MARUTI SUZUKI Submitted to Punjab Technical University, Jalandhar

IN PARTIAL FULFILLMENT OF REQUIREMENT FOR THE AWARD OF THE DEGREE OF

MASTERS OF BUSINESS ADMINISTRATION (2011-13)

Submitted to Mrs. Manveen Kaur

Submitted By Rajveer singh sidhu (ROLL NO.:11204580202)

GUJRANWALA GURU NANAK INSTITUTE OF VOCATIONAL STUDIES, CIVIL LINES, LUDHIANA

TABLE OF CONTENTS

Chapter No. 1 2 3 4 5

Contents

Introduction to Maruti Udyog Ltd. Introduction to Brand image Brand image of Maruti Objectives of study Research Methodology Annexure

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 9000:2000 certificate. The company has a joint venture with Suzuki Motor Corporation of Japan. It is said that the company takes only 14 hours to make a car. Few of the popular models of MUL are Alto, Baleno, Swift, WagonR and Zen. The largest automobile manufacturer in South Asia, Maruti Suzuki India Ltd., is a publicly listed automaker in India and a subsidiary of Suzuki Motor Corporation of Japan, incorporated in February, 1981. Largely credited for having brought in a revolution in the Indian automobile industry, the automaker began its production in 1983 with Maruti 800. on September 17, 2007, Maruti Udhyog Limited was renamed Maruti Suzuki India Limited, while locating its headquarters in Delhi. The manufacturer exports approximately 50,000 cars annually and has a large domestic market of 730,000 sales annually. The manufacturer is presenting its customers with applaudable models like A-star, Swift, Estillo, Wagon R, Alto, Grand Vitara, etc.

Quick Facts Year of Establishment February 1981 "The Leader in The Indian Automobile Industry, Vision Creating Customer Delight and Shareholder's Wealth; A pride of India." Industry Listings & its codes Automotive - Four Wheelers BSE - Code: 532500 NSE - Code: MARUTI Bloomberg: MUL@IN Reuters: MRTI.BO Joint Venture With Suzuki Motor Company, now Suzuki Motor Corporation, of Japan in October 1982. Registered & Corporate Office 11th Floor, Jeevan Prakash 25, Kasturba Gandhi Marg New Delhi - 110001, India Tel.: +(91)-(11)-23316831 (10 lines) Fax: +(91)-(11)-23318754, 23713575 Telex: 031-65029 MUL IN Works Palam Gurgaon Road Gurgaon -122015 Haryana, India

AUTOMOBILE INDUSTRY

In India there are 55 people per vehicle, while this figure is 12 in China. It is expected that Indian automobile industry will achieve mass motorization status by 2014.
Industry Overview

Since the first car rolled out on the streets of Mumbai (then Bombay) in 1898, the Automobile Industry of India has come a long way. During its early stages the auto industry was overlooked by the then Government and the policies were also not favorable. The liberalization policy and various tax reliefs by the Govt. of India in recent years has made remarkable impacts on Indian Automobile Industry. Indian auto industry, which is currently growing at the pace of around 18 % per annum, has become a hot destination for global auto players like Volvo, General Motors and Ford.

A well developed transportation system plays a key role in the development of an economy, and India is no exception to it. With the growth of transportation system the Automotive Industry of India is also growing at rapid speed, occupying an important place on the 'canvas' of Indian economy.

Today Indian automotive industry is fully capable of producing various kinds of vehicles and can be divided into 03 broad categories: Cars, two-wheelers and heavy vehicles.

Snippets

The first automobile in India rolled in 1897 in Bombay. India is being recognized as potential emerging auto market. Foreign players are adding to their investments in Indian auto industry. Within two-wheelers, motorcycles contribute 80% of the segment size. Unlike the USA, the Indian passenger vehicle market is dominated by cars (79%).

Tata Motors dominates over 60% of the Indian commercial vehicle market. 2/3rd of auto component production is consumed directly by OEMs. India is the largest three-wheeler market in the world. India is the largest two-wheeler manufacturer in the world. India is the second largest tractor manufacturer in the world. India is the eigth largest commercial vehicle manufacturer in the world. The number one global motorcycle manufacturer is in India. India is the fourth largest car market in Asia - recently crossed the 1 million mark.

Segment Know-how

Among the two-wheeler segment, motorcycles have major share in the market. Hero Motors contributes 50% motorcycles to the market. In it Honda holds 46% share in scooter and TVS makes 82% of the mopeds in the country. 40% of the three-wheelers are used as goods transport purpose. Piaggio holds 40% of the market share. Among the passenger transport, Bajaj is the lead by making

68% of the three-wheelers. Cars dominate the passenger vehicle market by 79%.

Maruti Suzuki has 52% share in passenger cars and is a complete monopoly in multipurpose vehicles. In utility vehicles Mahindra holds 42% share. In commercial vehicle, Tata Motors dominates the market with more than 60% share. Tata Motors is also the world's fifth largest medium & heavy commercial vehicle manufacturer.
Miscellaneous

Hyderabad, the Hi-Tech City, is going to come up with the first automobile mall of the country by the second half of 2008. It would be set up by city-based Prajay Engineers Syndicate in area of more than 35 acres. This 'Autopolis' would have facilities for automobile financing institutions and insurance services to create a complete range of services required for both auto companies and customers. It will also have a multi-purpose convention centre for auto fairs and product launches.

OBJECTIVE OF STUDY
The main objective is to find out the current trend going on in the industry i.e. (about the product, price, place and promotion). This research aims at studying the. BEAND IMAGE OF MARUTI UDYOG LTD.

Other objectives are as follows: To know the image of product in the mind of consumer. To compare the level of satisfaction before purchasing and after purchasing the car. To know the most popular media for advertisement . To check the loyalty of the consumer towards the brands. To know the most motivating factor for purchasing the four wheeler. To know the preferable price from the customer. To study their attitude toward various Cars brand. To find out the perceived positioning of different Car Brands. To know out the choice criteria which the customer while purchasing a Car.

Research Methodology
When we talk of Research Methodology, we not only talk of Research Methods but also take into consideration the logic behind the methods which we use in the context of our research study and explain why we use or why we are using a particular method or technique. The information that is to be needed for fulfilling the objective of study will be collected from various primary and secondary sources.
Meaning of Research

Research is defined as a scientific and systematic search for pertinent information on a specific topic. Research is an art of scientific investigation. It is an academic activity. It is a systematized effort to gain new knowledge. According to Advanced Learners Dictionary of Current English: Research is defined as a careful investigation or inquiry especially through search for new facts in any branch of knowledge. Survey design: The study will be a cross sectional study because the data will be collected at a single point of time. For the purpose of present study a related sample of population will be selected on the basis of convenience.

1 SAMPLING DESIGN Target Population - The respondents will be those who are having their own Cars.

 Sample size 100 persons will be visited for the purpose of the study. Sampling Technique - In this study, the respondents will be through convenience and judgmental sampling. Sample Area - Ludhiana chosen

Data collection Technique

The whole secondary data will be collected from industry profile, books, magazines and internet. While primary data will be collected though survey and questionnaire. Question will consist of dichotomous multiple questions and 5 point ranking scale. A copy of questionnaire has been attached with the report.

STUDY ON BRAND IMAGE OF MARUTI SUZUKI Questionnaire

NAME.................... ADDRESS... CONTACT NO

1. What is your occupation?

a) Business man (c) Defence b) Teaching

(d) Any Other

2. Which Car brand do you own?

a) Maruti b) TATA d) Hyundai

c) Fiat

e) Any other..

3. Have you purchased this car on Finance scheme?

a) Yes b) No

4. Who prompted you to buy this Car?

a) Friends & Relative b) Past experience d) Word of mouth

c) Dealer Recommendation

e) Advertisements

f) Any other.

5. What attribute you consider while purchasing the Car?

a) Price c) Resale value e) Fuel efficiency b) Performance d) Maintenance cost f) Finance scheme