SUMMER INTERNSHIP

REPORT
on

SALES AND MARKETING TECHNIQUES OF

MOTORCRAFT (Maruti Auth. Dealer)

by
Akshansh Kawatra
A3104612046
B.Com (Hons) Class of 2015
Under the Supervision of
Dr. Adarsh Arora
In Partial Fulfillment of the Requirements for the Degree of
B.Com (Hons)
at
AMITY COLLEGE OF COMMERCE AND FINANCE,
AMITY UNIVERSITY UTTAR PRADESH
SECTOR 125, NOIDA - 201303, UTTAR PRADESH, INDIA
2014

DECLARATION

Topic: SALES AND MARKETING TECHNIQUES OF MOTORCRAFT.

I declare
(a) That the work presented for assessment in this Summer internship report is my
own, that it has not previously been presented for another assessment and that my
debts (for data, words, arguments and ideas) have been properly acknowledged
(b) That the work conforms to the guidelines for presentation and style set out in the
relevant documentation.

Date : 20th Aug 2014

Akshansh Kawatra
A3104612046
B.Com (H), Class of 2015

(ii)

ACKNOWLEDGEMENT

I, Akshansh Kawatra, am highly obliged to my faculty guide Dr. Adarsh Arora, who
provided his guidance and assistance in spite of his busy schedules. I acknowledge my
cordial gratitude to my faculty guide for his guidance and timely advice at every stage
towards completion of the project report. I would also like to express my thanks to all
the respondents for their cooperation as without them, the survey would not have been
possible. Finally, I wish to thank one and all who have contributed, encouraged and
inspired me to do this project.

Akshansh Kawatra

(iii)

CERTIFICATE

I, Dr. Adarsh Arora , hereby certify that Akshansh Kawatra student of B.Com (Hons)
at Amity College of Commerce and Finance, Amity University Uttar Pradesh. has
completed the Summer Internship Report on Sales and Marketing techniques of
MotorCraft (Maruti Auth. Dealer), under my guidance.

Dr. Adarsh Arora

Professor
ACCF

Table of Contents

CONTENTS

Page No.

Chapter 1: Introduction

Maruti - At a glance
Historical Review
Company profile
Milestones of MSIL
Objective of the Study

Chapter 2 : Sales and Marketing techniques

Maruti Standard Selling Procedure
Basic technologies at MSIL
Ventures of Maruti Suzuki
i. Maruti Finance
ii. Maruti Insurance
iii.
Maruti Extended Warranty
iv. Maruti Driving School
v. Maruti Genuine Accessories
vi. AutoCard (Reward Programme)
Chapter 3 : Literature Review

02
03
04 - 05
06
07
09 - 15
16 - 17
18 - 20
21
22
23
24
25
26

Chapter 4: Research Methods and Procedures

Research Methodology
Data Sources

27
28 - 29

Chapter 5: Data Analysis and Findings

Data Analysis
PEST Analysis
SWOT Analysis

Limitations

30 - 36
37
38
39

Chapter 6: Conclusion and Recommendations

Conclusion
Recommendations

Bibliography & References

Sample Questionnaire

40
41

42
43 - 44

Introduction
Maruti Suzuki India Limited (MSIL), formerly known as Maruti Udyog Limited, is
a subsidiary of Suzuki Motor Corporation of Japan. MSIL is India's largest passenger
car company, accounting for over 37 per cent of the domestic car market. It
manufactures and sells a complete range of cars from the entry level Alto, to the
hatchback Ritz, A-Star, Swift, Wagon R, Zen and sedans DZire, Kizashi and SX4, in
the 'C' segment Eeco, Omni, Multi Purpose vehicle Suzuki Ertiga and Sports Utility
vehicle Grand Vitara.
The company's headquarters is located at No.1, Nelson Mandela Road, New Delhi.

Maruti - At a glance
Type Of Company
Traded as

Public
BSE: 532500

Industry
Predecessor(s)
Founded
Headquarters
Key people
Products
Revenue
Net income
Employees
Parent Company
Website

NSE: MARUTI
BSE SENSEX Constituent
Automotive
Maruti Udyog Limited
1981
New Delhi, India
R. C. Bhargava (Chairman)
Kenichi Ayukawa (CEO & MD)
Automobiles
INR43272 crore (US$7.2 billion) (2013-14)
INR2469 crore (US$410 million) (2013-14)
6,903 (2011)
Suzuki
www.marutisuzuki.com

HISTORICAL REVIEW
The automobile manufacturing industry in India dates back to 1948. At that time there
were just three companies manufacturing passenger cars i.e. Premier Automobiles in
Mumbai, Hindustan Motors (HM) in Kolkata & Standard Motors Products India in
Chennai. In early years the Indian automobile Industry faced several challenges and
road blocks to growth because in those days automobile manufacturing was subject to
restrictive tariff structure, strict licensing and limited avenues for expansion. Due to
lack of competition initially the prices of cars were extremely high. And the customers
had to wait for a long period of time for car.
Before Independence India was considered as a market for imported vehicles. In the
1950s the arrival of Tata Motors, Mahindra & Mahindra & Bajaj Auto led to steadily
increasing vehicle production in India. In 1953 the government of India and the
private sector launched efforts to create an automotive component manufacturing
industry to supply to the automobile industry. By the end of 1970s, significant
changes in the automobile industry were witnessed. After 1970 the automobile
industry started to grow, but that growth was mainly driven by scooters, tractors and
commercial vehicles. In 1983, the government of India made a tie-up with Suzuki
Motor Corporation of Japan to manufacture low-cost cars in India.

The Maruti 800 which is still known rolled out the factory of Maruti Udyog Limited
in December 1983 and changed not just Indias automobile industry but also the way
people commuted and travelled. In 1990s through liberalization initiatives India
opened its gates for all the countries and in 1993, the government followed up its
liberalization measures with noteworthy reductions in the import duty on automobile
components.
Today the Indian automobile market has a mix of large domestic automobile players
like Tata Motors, Mahindra & Mahindra, Bajaj, Hero Motocorp, Ashok Leyland and
major international giants including Suzuki, Honda, BMW, Audi, DaimlerChrysler,
Volvo, Hyundai, Toyota, Nissan, General Motors and Ford etc.

COMPANY PROFILE

Maruti Suzuki India Limited (MSIL), formerly known as Maruti Udyog Limited, a
subsidiary of Suzuki Motor Corporation of Japan, is India's largest passenger car
company, accounting for over 50 per cent of the domestic car market. Maruti Udyog
Limited was incorporated in 1981 under the provisions of Indian Companies Act 1956
and the government of India selected Suzuki Motor Corporation as the joint venture
partner for the company. In 1982 a JV was signed between Government of India and
Suzuki Motor Corporation.
It was in 1983 that the Indias first affordable car, Maruti 800, a 796 cc hatch back
was launched as the company went into production in a record time of 13 month.
More than half the number of cars sold in India wear a Maruti Suzuki badge. They are
a subsidiary of Suzuki Motor Corporation Japan. The company offer full range of
cars from entry level Maruti 800 & Alto to stylish hatchback Ritz, A star, Swift,
Wagon R, Estillo and sedans DZire, SX4 and Sports Utility vehicle Grand Vitara.
Since inception, the company has produced and sold over 7.5 million vehicles in India
and exported over 500,000 units to Europe and other countries.

They were born as a government company, with Suzuki as a minor partner, to make a
people's car for middle class India. Over the years, its product range has widened,
ownership has changed hands and the customer has evolved. What remains
unchanged, then and now, is their mission to motorize India. MSILs 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 their cars extremely relevant to Indian customers and
Indian conditions. Product quality, safety and cost consciousness are embedded into
their manufacturing process, which they have inherited from their 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 they 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.
Maruti Suzuki exports entrylevel models across the globe to over 100 countries and
the focus has been to identify new markets. Some important markets include Latin
America, Africa and South East Asia. Interestingly with a brand new offering Astar,
Maruti Suzuki is ready to take on European markets. Maruti Suzuki sold 53,024 units
during 200708. This is the highest ever export volume in a year for the company, and
marked a growth of 35 per cent over the previous year. Maruti Suzuki has exported
over 552,000 units cumulatively with about 280,000 units to Europe and Israel .

Maruti Suzuki has two stateoftheart manufacturing facilities in India The first facility is at Gurgaon spread over 300 acres and the other facility is at
Manesar, spread over 600 acres in North India.
The Gurgaon facility Maruti Suzuki's facility in Gurgoan houses three fully
integrated plants. While the three plants have a total installed capacity of 350,000 cars
per year, several productivity improvements or shop floor Kaizens over the years have
enabled the company to manufacture nearly 700,000 cars/ annum at the Gurgaon
facilities.
The Manesar facility Its Manesar facility has been made to suit Suzuki Motor
Corporation (SMC) and Maruti Suzuki India Limited's (MSIL) global ambitions. The
plant was inaugurated in February 2007. At present the plant rolls out World Strategic
Models Swift , Astar & SX4 and DZire.The plant has several inbuilt systems and
mechanisms.
Diesel Engine Plant Suzuki Powertrain India Limited Suzuki Powertrain India
Limited the diesel engine plant at Manesar is SMC's & Maruti's first and perhaps the
only plant designed to produce world class diesel engine and transmissions for cars.
The plant is under a joint venture company, called Suzuki Powertrain India Limited
(SPIL) in which SMC holds 70 per cent equity the rest is held by MSIL. This facility

has an initial capacity to manufacture 100,000 diesel engines a year. This will be
scaled up to 300,000 engines/annum by 2010.
In 2012 Senior management members were injured as workers resort to violence at
Maruti Suzukis Manesar plant.
Product range of the company includes:

Maruti Alto 800

Omni

Gypsy

Zen Estilo

Wagon R

A Star

Ritz

Swift/Dzire

Sx4

Grand Vitara

Ertiga

Celerio

MILESTONES OF MSIL :
2014: Maruti Suzuki announces global debut of Celerio with revolutionary Auto
Gear Shift
2013: Maruti Suzuki introduces stylish Stingray
2012 : India's favourite car Maruti Suzuki Alto crosses the 20 Lakh sales mark

2011: Maruti Suzuki India unveiled its much awaited sportier and stylish car, the all
new 'Swift'.
2011: On march 15, Maruti Suzuki India rolled out its 1 Crore (ten millionth) car.
The historic 1
Crore car, a Metallic Breeze Blue coloured WagonR
VXi (Chassis No 243899) rolled out from the Company's Gurgaon plant.
2010: Maruti Suzuki has been ranked India's most Trusted Brand in Automobile
Sector by
India's leading Business newspaper The Economic Times.
2009 MSIL adopts voluntary fuel disclosure. First shipment of Astar leaves
Mundra Port jan
10.Astar bags, "Zigwheels car of the year award" A
star rated best small car of the
yearAutocar UTVi.
2008 World Premiere of concept Astar at 9th Auto Expo, New Delhi.
2007 Swift diesel launched. New car plant and the diesel engine facility commences
operations
during 200607 at manesar,Haryana.SX4Luxury Sedan
Launched with the tag line Men are black. Maruti launches Grand Vitara.
2006 J.D.Power Survey award for the sixth year. MSIL has changed its EMS from
ISO 14001:1996 version to ISO 14001:2004 version w.e.f.1st july
2005 MSIL was recertified in 2005 as per ISO 14001:2004 standards.
2004 A new esteem launched second successful facelift by maruti engineers.
2003 Maruti gets listed on BSE and NSE.IPO(issue oversubscribed 11.2 times)New
Zen launched first facelift by maruti engineers.
2002 Divestment Suzuki Motor Corporation(SMC)acquires majority stake in
MUL. Maruti Finance & Insurance launched.
2001 Turn around with profits Rs104.5 crore. Four new businessTrueValue,
Insurance,
Finance. Maruti Versa launched. Maruti True Value launched.
2000 Maruti alto launched. First car company in India to launch call centre. IDTR
launched
jointly with the Delhi government to promote safe driving
habits.

OBJECTIVES OF THE STUDY

In today's competitive era, "strategy" word is very important for all business
organizations. Today's organizations began to realize that the strategies of customercentric marketing and plays an important role for a successful leader. Globalization
has opened doors of opportunity for all, the market is still full of some of the risks are

unknown and a lot of competition. Because of this competition, marketing strategy

must be aligned to be unique, and construction and feature-creation. A unique feature
of the differential and the organization must be creative in their marketing strategy.
Today, through innovative marketing strategies, Maruti Suzuki has become the largest
and leading car seller in India. We accept multiple brands, advertising and sales
strategies to capture the market. Some of the single schema advertising strategies,
Maruti Maestro Plus, the regime in 2599, a campaign to change their lives. The aim of
this report is to focus on the following objectives : (i)
(ii)
(iii)

To study the evolution and growth of the Maruti Suzuki India Limited in
the context of the automobile revolution in India;
To study the sales procedure and marketing techniques followed by Maruti
Suzuki India Limited (MSIL).
To get familiar with the working of a Car Dealership, Understanding the
sales procedures.

MARUTI SUZUKI DEALERSHIP - A SINGLE WIN-DOW

Maruti Suzuki dealership acts as single window for all customer related needs so
that Maruti Suzuki customers get all products like Finance, Insurance, MGA,
Extended Warranty etc under one roof.
This helps in saving customer's time, money and
energy & enhances customer delight.

Car Advisor for Life

At Maruti Suzuki Sales Consultant's role as a customer's car advisor for life is very
crucial & should have the following qualities
Good knowledge of systems & processes of all Maruti Suzuki Offerings
Ability to quickly understand customer's additional car-related requirements
Convert that requirement into a 'Need' through consultative selling
If the customer requires any details, assist him/her and satisfy his/her needs
(such as Finance, Insurance, MGA Section, etc.)
IMPORTANCES OF CUSTOMER & THEIR SATISFACTION
We have a traditional definition of a customer-an end user. This is someone who pays
to buyyour products or services. Customers hold a very important place in our lives.
After all, without customers-people who buy our products and services-our businesses
would close down and we all would pack up to go home. The faster you can learn to
fulfill customers needs, the stronger your company's reputation. Customers need to
feel appreciated. It is very easy for a customer to get products or services from
another source if the source provides excellent customer service. If we make
customers feel like a king, they'll be happy and confident to do business with us. As
they remain satisfied with a service provider, they spread a good feedback, which
helps in attracting new customers. What is the best way to value our customers who
are so "important" to us? All you need to have is a standard process.
A process through which you can sell your products to the customer. If you are not
able to define what you are doing as a process, then your work is incomplete. What if
there is no process?
NEED FOR A SALES PROCESS & ITS BENEFITS
Every sales person needs a sales process as a guide to deal with customers. If they
have a sales process, they would never have to think about a new approach for each
situation they come across. Many buyers don't have a buying process; a sales process
gives them a buying process. It can reduce the customers anxiety about doing business
with the salesperson and the company. It keeps the salesperson on track. They are
more confident when dealing with the customer. A sales process that is simple-and
works-is a tool that makes the salesperson and the company more productive. It saves
time and energy, as steps are well defined. By following a specific process, the
salespersons win customer's heart and bring a smile on their face. As the salesperson
has clarity of the steps involved, they are able to handle the queries of a customer
better
Maruti Standard Selling Procedure (MSSP)
Maruti also believes in having a well-defined process for selling their cars. This
process is called Maruti Standard Selling Process(MSSP). It is a set of steps, which a
sales expert needs to follow while selling the vehicle to the customer. This process

helps in achieving maximum customer satisfaction and sale. The main aim of creating
this process is bringing a smile to the customer's face.
1. Preparation
1. What is preparation?
It is the process of being ready beforehand for a particular purpose. It includes
making arrangements for a purpose and becoming ready to face a situation.
Proper preparation leads to a skilled behavior. It can also be termed as an
activity of putting or setting in order before some act or purpose
a. Importance of Preparation Preparing before selling is really important as it
avoids uncertainties It makes the salesperson ready to face any situation.
Selling becomes systematic if the salesperson is aware of customer's needs,
intention to buy and convenience. Most of the deals fail because of improper
planning or preparation. A prepared plan helps in 100% sales.
b. How does a salesperson Prepare? In order to prepare A salesperson should
take care of the way he/she dresses up. By keeping his/her body clean and
wearing proper clothes, he can groom himself well. Apart from just looks,
he/she should take care of small behaviors as handing over the business card,
shaking hands etc.
Following a proper code of conduct would not be enough if the sales executive
doesn't have proper knowledge about the product. He should be well prepared to
answer any question asked by the customer and clarify his/her doubts. Keeping he
/she aware of the latest product through brochures and magazines is also a way of
preparing.
I.

II.

A salesperson should also be prepared to welcome the customer to a clean and

well-organized showroom that enhances sales. He should take care that cars
are arranged in a systematic manner in the showroom. The customers should
be greeted warmly and offered refreshments. If children accompany customer,
salesperson should make sure that they are attended well.
A salesperson should, most importantly, know about the company, the
products and services and the competition to be able to service the customer
more effectively.

2. Welcome
What is Welcome? It is defined as the initial or the starting point of any
action or deal. It can also be known as sales lead. The basic lead is simply the
identity or information regarding a person who is interested in purchasing a
product or service.

Importance of Welcome

10

It makes the customer feel important and helps create confidence in the sales
executive. It enables them to create a friendly ground before the actual transaction
takes place.
Welcoming gives a chance to know the customer better (buying capacity, need etc.). A
good welcome gives a good and positive closing because the first impression created
by the sales executive will be his/her last impression and will create or ruin
company's/product image. It opens the way to business.
It's really important to give respect to our customers as they give us business. Always
remember they are your top priority and dedicate all your time and efforts to him/her
till the final deal is made.
How does a salesman open the sale?
A salesperson should initially welcome the customer with a warm greeting. Once the
rapport is created, he/she should introduce him/her self to the customer by shaking
hands followed by exchange of business card. She/he should ask for help proactively
showing enthusiasm
Initiating a small conversation along with refreshments helps the customer to get into
a comfort zone with the salesperson.
It is important for him to create confidence in customer. Adjusting his behavior
according to the customer can do this. Patience and eye contact must be maintained
while dealing with customer. There are usually three kinds of customers we come
across Dominant, social & detached. It's really important to know how to handle them
differently. If you are dealing with a dominant customer, make sure you make him/
her feel important and are frequent with your follow ups whereas, a detached
customer requires you to be simple and precise with him/ her. Make sure you don't get
too personal with them and follow up systematically. A social customer likes to talk,
so let them do the same Make sure you ask them for feedback regularly and follow up
with a personal touch with them.
3. Need Assessment
It's a process whereby needs are identified and tracked. It includes planning, data
gathering and analysis. It enables the salesperson to fulfill customer's need in the best
way.
It's Importance It is important as it helps the salesperson to correctly understand
what the customer is looking for, and thereby suggest an appropriate solution. It
enables them to focus on most important areas rather than working on irrelevant ones.
It saves customer's time, which is valuable. At the same time, it saves salesperson's
time and energy, which can be used on other customers.

How does a salesperson assess customer's needs? Probing In order of deal

11

effectively with the customer,

It's important to be patient and listen actively to the customer's needs. Make sure the
salesperson doesn't interrupt them during the conversation. Ask for his/her permission
before asking a question. it prevents the customer from getting irritated by a series of
questions. Probing is simply a way of questioning to know a person's needs, wants
and his/her opinion about a certain issue. There are two types of probing: open probes
and closed probes. Open probes are questions that are difficult to answer in one word
or phrase. These encourage the person to talk. Closed probes are questions that can be
answered in a single word or phrase. These do not encourage a person to talk more.
Once the sales executive probes effectively and gets customer's response, he needs to
analyze their response. A customer usually has priorities set in his mind about the car
he/she wants to buy. The salesperson needs to adjust vehicle demo to highlight the
vehicle's features in sequence with these priorities.
Handling customer's objection in a proper way is also a tool to assess customer's
needs. A salesperson should be calm while handling objections. Probing will help the
salesperson offer the right product to the customer from the product basket.
4. Product Presentation
What is Product Presentation? It is a process where salesperson shows the vehicle
to the customer and explains its features and benefits. It helps him/her to take a closer
look at the car as per his/ her convenience and comfort. This in turn would help the
customer to take a decision.
Importance of Product Presentation Make sure that the presentation is done in an
impressive way because the objective of product presentation is to explain and
demonstrate how the chosen vehicle suits customers stated needs. The right product
will not only increase your chance of a sale but will also increase customer
satisfaction and reference sales. It also shows the brand value.
How does a salesperson present a car? Before starting the demo, salesperson should
make sure the car is prepared with its interior and exterior cleaned and the key is
available.
i.
ii.
iii.
iv.

It's always advisable to give a brief overview of the demo to the customer and
also inform him/her about the approx. time
Make the customer feel free enough to ask questions in case of doubts. Incase
of any confusion the salesperson must refer to the product aid to clear the
confusion
While giving the demo salesperson must show passion for the product.
Product presentation also includes offering a test drive to the customer.

12

Test Drive Process

1.Preparation for Test Drive:

Vehicle to be in a neat and clean condition

Check the fuel level, tire pressure
Check the normal functioning of all the controls on the test drive car
Check the availability of a valid driving license with the customer
Keep the AC/Heater switched on before the test drive begins.
Explain the route and the conditions to be covered during the test drive.

2. During the Test Drive.

Wear seat belt and request the customer to do so

Remain silent for initial moments & allow customer to get the feel of the car
All features of the vehicle must be thoroughly explained
Make the customer experience the features and the advantages of the car

3. After the Test :

Walk the prospect to a quiet space designed for negotiations inside the
showroom.
Take feedback from the customer on the car
Handle dissatisfaction, if any, and attempt a preliminary close
Fill-up the test-drive sheet

5. Attempted Closing

a. What is Attempted Closing?

Attempted closing is a process where a salesperson makes an effort to close a deal
positively with the customer. It includes making the customer buy a car at the end of
negotiation.
b. Importance of Attempted Closing.
It is important as it helps a salesperson to get the deal. It enables them to know if the
customer wants to buy the vehicle or not. A closing may not always be a positive one
but its important for a sales executive to even make a non-profitable closing
memorable for the customer. The final decision has to be the customer's as he is the
king. Try to close the Deal in memorable way
c. How does a salesperson attempt to close a deal?
In order to close a deal, a salesperson needs to recognize if the customer is interested
in making the purchase or not. This can be done by closely observing their questions,

13

statements and body language. Every situation should be dealt using different closing
techniques as appropriate.
Technique 1- Positive Assumption Close
1. Assume that the sale is made, and it is a done deal. Customers tend to agree with
the salesperson sometimes
2. E.g. would you prefer to pay cash down or want me to work out a good EMI plan
for you
Technique 2-Two Choice Close
1.Offer two positive choices to the customer to choose from. It is not a choice
between a yes and a no, but rather between a yes and yes
2. E.g. Would you prefer the delivery on Tuesday or Wednesday?"
Technique 3 - Open Question, Then Keep Shut!!
1. And the silence is more important than the question. Too many salespersons do not
wait for the answer, but rather start persuading the customer again, which is one of the
major mistakes.
2. E.g. "What do you think about the offer?"

6. Deal & Finance

What is Deal & Finance?
It's a process of buying and selling. It includes suggesting an appropriate EMI plan
and finance options to the customer as per his/her convenience.
Importance of Deal & Finance
It's important for the salesperson to convince the customers that they are investing
money on a good deal. So providing them with the best deal is necessary. It builds up
their trust on the sales person and the company, which helps in increasing sale and
more customers.
How does a salesperson carry out the Deal & Finance process?
A good deal & finance process starts with the salesperson offering a finance plan to
the customer which is simple, fast, transparent and hassle free. It is also important for
the salesperson to help the customers fill all the paper work and give them a clear

14

explanation about the related documents. A salesperson should, be a little cautious

during the entire process to help the customers and all documents should be carefully
tracked. At the end, he should not forget to get the commitment checklist filled by the
customer.
Vehicle Delivery Process
Vehicle delivery is a process of handing over a customer's car to him/her In a
memorable way so that they are delighted by their decision of buying a Maruti Suzuki
product
A good delivery will help establish your position as a customers car advisor for
life". One should use the vehicle delivery process to further build on a customer's
satisfaction during vehicle purchase
Importance of Vehicle delivery process
It is easy to build on customer satisfaction during a delivery because

Car purchase is a very joyous moment in a customer's life

It helps in building customer's enthusiasm
A good delivery sometimes makes the customer ignore your past errorsIt will
bring the customer back to you for other car related services and even for buying
a new car
This gives you a chance to make the customer familiar with his /her car and other
related paperwork, Highly satisfied customers mean more referrals for you.

How does the salesperson carry out the Vehicle Delivery Process?
Vehicle delivery involves:

Delivery Timing: It is important for the salesperson to reduce the delay in the
delivery time as much as possible. Make sure to stick to the promised time
mentioned to a customer and in case of any unavoidable situation inform them in
advance,
Delivery Preparation: To prepare for a delivery the following aspects have to be
covered
Preparing the vehicle: This includes checking availability, timely PDI (Pre
Delivery Inspection), fitment of accessories, registration and the final cleaning
before actual delivery
Presence of salesperson: It is important for the salesperson to be present
throughout the delivery process. Studies have shown that salesperson's presence
during a delivery is important for customer's overall satisfaction.
Delivery Explanations: The salesperson should be enthusiastic while explaining
the car and its features to the customer. He should be prepared to answer all the
questions asked by the customer and not forget to handover the owner's manual,
toolkit, first aid kit etc.

To the customer- Make sure to use the delivery checklist during delivery explanation,

15

Delivery Ceremony: Arrange for a ceremony to congratulate the customer, present a

bouquet and get the customers photograph clicked with the vehicle. Frame this
photograph and present it to the customer, Provide the service contact number to the
customer, Always remember to thank the customer for his association with Maruti
Suzuki and wish him, happy motoring.

Post Sales Follow-UP (PSF)

It is a systematic process of taking feedback from the customer at regular intervals
about the car after the purchase. It also includes informing the customer about the
latest offers by the company and request for referrals if possible. The salesperson
either visits the customer place of convenience or gives them a call depending on the
requirement during the process
Importance of PSF

It helps the salesperson to find out about the experience that a customer had
during the sales and delivery of the vehicle.
It helps them to make sure if the customer has received all the documents with
respect to his/her car.
To make the customer aware of the latest offers by the company.
To get customer referrals if possible.
To improve process to avoid repetition of mistakes.

How does a salesperson carry out the Post Sales Follow-Up?

The PSF schedule is divided into three contacts

1st contact: The salesperson/Customer Care Executive calls up the customer

within 72 hours of the vehicle delivery. The customer's exact words are noted on
the PSF sheet. This is done to find out about the experience of the customer. If
customer has any problem, it should be rectified at the earliest and with high
priority
2nd contact: The salesperson calls up the customer after 15 days. This contact is
to make sure if the customer has received all necessary documents related to the
car like RC, invoice and payment receipts, extended warranty and owner's
manual. Make sure this call is only made after any complaint from first follow up
call has been taken care of.
3rd contact: The salesperson visits the customer after 20 days. The purpose of
this contact is to get the customer's feedback on the 'Home Visit Format'. Make
sure to take an appointment for the meeting and have the feedback form filled by
the customer.

Summary

16

In short, we can say that it is important for the salesperson to be prepared to make a
grand opening by welcoming the customer with a smile, understanding his/her needs
and presenting the best product to suit those needs. The deal & finance should be
conducted in a transparent manner. The Vehicle delivery should be completed in a
memorable way so that a customer is delighted by his/her decision of buying a Maruti
Suzuki product. The PSF (Post Sales Follow Up) should be conducted in a
systematic & professional manner.
Hence we see that it's important to follow the Maruti Standard Selling Process
properly in order to win our customers hearts and make them customers for life.
Basic Technologies of MSIL

Multi Point Fuel Injection (MPFi)- The fuel is injected in exact amounts into
the cylinder, which is controlled by the ECM (computer).
Benefits- this results in better power, higher fuel efficiency and lower emissions.

Diesel Direct Injection System (DDiS)- This system injects fuel directly into the
cylinder and is controlled by the ECM (computer).
Benefits- this improves burning of fuel giving more power, better fuel efficiency,
lowers emissions and noise.

Dual Coil Distributor Less Ignition (DDLi)- This system uses 2 ignition coils (1
coil for 2 spark plugs) and no mechanical distributor.
Benefits- quick and easy start in all weather conditions means peace of mindincreased savings.

Smart Distributor Less Ignition (SDLi)- This system uses an ignition coil for
each spark plug and no mechanical distributor or spark plug cable used.
Benefits- this gives superior spark quality for better fuel efficiency and lower
emissions. It is reliable as well as low on maintenance.

Drive By Wire- Instead of having mechanical cable, the accelerator control is

fully electronic.
Benefits- this results in precise engine response and lower maintenance.

Chain Drive Timing System- Engine camshafts are driven by a chain instead of a
belt
Benefits- this results in silent engine operation and low maintenance.

Anti-Lock Breaking System (ABS)- It prevents individual wheel lock-up and

thus skidding of the vehicle, especially on turns and slippery road surfaces.
Benefits- this helps maintain steering control and enhances safety.

Electronic Brake Force Distributor System (EBD)- EBD distributes the force
between front and rear wheels according to the load difference while braking,
especially while hard breaking.

17

Benefits- this improves breaking performance and thereby safety.

Airbags- Airbags opens in case of impacts, preventing the front passengers from
striking hard surfaces
Benefits- prevents serious injuries to the upper body.

Pinion Assisted Electronic Power Steering (P-EPS)- Steering is electronically

powered and so require less force to use. It is also vehicle speed sensitive, which
makes it tighter on high speeds.
Benefits- Results in effortless driving in city traffic which still being safe on
highway.
Front Seat Belt Pretensioners and Load Limiters- it tightens the seat belt in
case of an impact and later loosens it to prevent strain to the body.
Benefits- this ensures that the passenger is safely tucked in the seat.

Intelligent Computerized Anti-Theft System- this system checks the key for the
correct code before allowing the engine to start.
Benefits- this avoids vehicle theft (by using the duplicate key).

K-Series- the new engine comes with advanced technologies making it powerful
as well as fuel efficient while at the same time being kinder to the environment.
The KB 10 engine has lightweight aluminium construction, an all-plastic engine
manifold, a smart distributor less ignition system with dedicated plugged top coils,
advanced injectors and innovative rocker-less DOHC shaft.
Benefits- Environment friendly engine with more power and better mileage.

CNG Technology- Compressed natural gas (CNG) (Methane stored at high

pressure) can be used in place of gasoline (petrol), Diesel fuel and propane/LPG.
CNG combustion produces fewer undesirable gases than the fuels mentioned
above. It is safer than other fuels in the event of a spill, because natural gas is
lighter than air and disperses quickly when released. CNG may be found above oil
deposits, or may be collected from landfills or wastewater treatment plants where
it is known as biogas.
Benefits CNG fuel systems are sealed, preventing fuel losses from spills or
evaporation.
Increased life of lubricating oils, as CNG does not contaminate and dilute
the crankcase oil.
Being a gaseous fuel, CNG mixes easily and evenly in air.

LPG Technology- Liquefied petroleum gas (LPG) also referred to as simply

propane or butane, is a flammable mixture of hydrocarbon gases used as a fuel in
heating appliances, cooking equipment, and vehicles.
It is increasingly used as an aerosol propellant and a refrigerant, replacing
chlorofluorocarbons in an effort to reduce damage to the ozone layer. When
specifically used as a vehicle fuel it is often referred to as auto gas.
Benefits- Refueling a propane vehicle is similar to filling a gas grill tank; the time

18

it takes is comparable with that needed to fill a CNG, gasoline or diesel fuel tank.

VENTURES OF MARUTI SUZUKI

Maruti Finance is a partnership between Maruti and leading Finance companies of

India to provide loans through dealerships at attractive rates conveniently to the
customers.
Advantages & Benefits of Maruti Suzuki
1. Transparency and convenience
Serves as a one-stop shop for customers
Transparent rate of interest offered which saves customer's cost and
inconvenience in
searching for"Best Deal"
2. Interest Rate
Competitive interest rates offered
Country's leading auto finance companies under one umbrella
3. Wider reach
Ability to offer convenient finance options even in up-country locations
This helps in reaching a wider range of customer profiles
4. Additional services
Customers have an option of securing additional finance for purchase of
extendedwar
ranty upto 4 years
Provide loan% op ups"to new car customers for Insurance and MGA
Car Finance :
Car Finance is a facilitator for purchase of cars by customers.
It is a key growth enabler for Auto industry.
The ultimate objective being the creation of customer
delight as far as the financing experience is concerned.

19

It helps in :
Ownership of Customers from Day one
Better Relationship with Customers
Better Relationship with Finance Company
More Incentives

2. PRODUCTS OF MARUTI FINANCE PARTNERS

Car Finance

Financing arrangement to facilitate purchase of cars to the customers

Relationship management with finance partners for creating customer delight

Dealer inventory funding

Assess requirement of dealer inventory funding

Facilitate required funding at all dealerships

Monitoring mechanisms to identify financial discipline of dealers

Providing information to initiate timely corrective action relating to a dealer

financial viability.

3. HOW PROFILING IS DONE BY EACH CATEGORY OF FINANCIER

Customer Profiling

Approval of loan is at the sole discretion of the financier which depends on

customer profiling

However, the general guideline for you

reference is as below:

4. DOCUMENTS REQUIRED FOR FINANCE

Documents required by the financiers for different profiles:

20

Documents required for a salaried individual:

Proof of Income
Latest 2 months attested salary slips
Last 2 years IT Return/Form 16
Proof of residence - Ration card/ Driving License/ Voter's I Card/ Electricity
Bill
Banking History - Photocopy of the bank statement for last 6 months
Photographs Proof of identity- Passport/ Voter's ID/ Driving License/
Employer's Card
Signature verification from the bank
Documents required for a Self-Employed Individual:
Balance sheet and P&L account for the last 2 years certified by a C.A.
Acknowledged copy of IT Returns for the last 2 years
Proof of Residence - Ration Card/ Driving License? Voter's I Card/Electricity
Bill/ Telephone bill
Banking History - photocopies of the bank statement showing last 6 months
transactions
Photographs
Proof of Identity - Passport/ Voter's Card/Driving License/Employers Card
Signature verification from the bank
Sole
Proprietorship
Declaration
on
the
letterhead
Document required for a Partnership Firm/ Public/Private Limited Companies
Proof of income - Certified Balance sheet and P&L Account for the last 2
years certified by Chartered Accountant.
Acknowledged copy of IT Returns for the last 2 years
Proof of existence - Telephone bill/ Electricity bill/ Shop & Establishment
Act Certificate/ SSI Registration Certificate/ Sales Tax Certificate.
Banking History- photocopies of the bank statement Lowing last 6 months
transactions & partnership deed.
Letter of Authority from all the partners authorizing one partner to sign and
execute all the documents in the specified format on the letterhead.
OR Board resolution signed by any Director authorizing any other Director to
enter into agreement with the Finance company in the specified format on the
letterhead and to sign and execute all the documents in the specified format on
the letterhead
Signature verification from the bank mentioning A/c no. And no. of years in
operation.

How to calculate EMI

21

EMI means Equated Monthly Installments (equal installment paid on monthly

basis)
EMI has two components-Principal and Interest
To calculate EMI, we need to know the following
Loan amount, Tenure (loan repayment period in months), Rate of Interest
(Rack Rate), Subvention amount, Advance EMI (if any).
Illustration
Loan amount=Rs. 2.5 lakh, Tenure-36 months, Rack Rate-9.25%
Subvention-1% loan amount, Advance EMI=Nil
Calculate EMI using EMI chart
Solution
EMI per lakh for 36 month @ 9.25% is Rs. 3,192
EMI for Rs. 250,000 minus 1% subvention - 3192 + 100000 247,500 = Rs. 7,900

Insurance can be defined as 'Transfer of Risk'. Customer transfers his risk to Insurance
Company by paying a Premium.
'A car insurance option that promises the customer Complete peace of Mind'. Maruti
Insurance is a one stop shop for all car insurance needs.
Maruti Insurance has tied up with 2 PSUs and 4 private companies to provide
comprehensive
insurance cover for Maruti cars.
BENEFITS TO CUSTOMER
1. Near cashless post accident repairs.
2. Nationwide repairs at MSIL dealer workshops.
3. Quality repairs with Maruti genuine parts &trained technicians.
4. Fair& Transparent claim settlement.
5. Online instant policy issuance
6. Dealer assisted towing facility upto Rs 1500
7. Easy transfer of no claim bonus
Eligibility for availing Maruti Insurance
1. Only Maruti Vehicles can be insured.
2. Vehicles should not be more than 7 years old at the time of entry to Maruti
Insurance.
3. However once insured under Ml their renewal can be done for whole of the vehicle
life.

22

Claiming Under Maruti Insurance

1. Claims can be made at all dealerships in the country.
2. In case of accident, the customer only needs to contact the dealer. All the post
accident related
activities, which include intimating the insurance company, appointment of surveyor,
repair estimate, assessment, initiation of repairs, claim settlement would be later taken
care by the dealer.
3. Towing facility is provided to the customer(in case of special situations)free of cost
upto Rs. 1500] above which the customer needs to pay the excess amount.
4. After the repairs, the customer only needs to pay the marginal amount towards
applicable
depreciation and compulsory excess.

MARUTI EXTENDED WARRANTY

Warranty is an obligation to repair or replace at its sole discretion any part shown to
be defective, with a new or equivalent at no cost to the owner for parts or labour,
when the company acknowledges that such a defect is attributable to faulty material
or workmanship at the time of manufacture. The owner is responsible for any repair or
replacements which are not covered by this warranty.
BENEFITS TO CUSTOMER

Peace Of Mind For Customer

Customer can feel reassured that his/her vehicle is covered in the event of any
unexpected
failure.
Increasing Customer's Confidence Customer sees that the manufacturer is very
confident on the quality of their product.
Building Customer relationship
Opportunity to interact with customer to sell more services, accessories and
repeat sales of
vehicles.

MARUTI EXTENDED WARRANTY COVERAGE

Mechanical, Electrical and Electronic Components
Engine, transmission, steering, suspension, fuel system, brake system, air
conditioning, electri

23

cal components, ECM, etc.

Not Covered
Radiator, differential backlash, humming noises, tyres, batteries, periodic maintenance
items like Oils. filters, spark plugs, body parts, clutch, etc.
Limited Coverage
Suspension, steering, AC compressor & drive shaft covered for 60,000 kms only.
Maruti Extended Warranty-Things to remember
Policy once issued cannot be cancelled
Changes in the policy, if any, should be intimated within 3 days of issue to
Service-1 Dept. By e-mail/ phone
For Maruti Finance scheme, 10 digit Extended Warranty Reference No. Is
required generated by extranet.
Booklets should be used carefully, check stock before re-ordering for same to
Service-1 Department
TRY TO GET EVERY NEW VEHICLE BUYER TO GO IN FOR EXTENDED
WARRANTY
Your role in Maruti Extended Warranty Process :
Flexibility to approach any dealer in the country for warranty claims.
Dealer takes the warranty decision, so no delay for the customer.
Total peace of mind, full cover for risks against manufacturing defects.
Better re-sale value even if the vehicle is sold before 4 years.
Offer Extended Warranty in lieu of discount.
Keep a list of high value items to convince the customer about usefulness of
Extended Warranty [Suspension, steering, AC compressor& drive shaft], etc.
Contact all customers who have purchased cars in last two years and have not
purchased extended warranty.

Maruti Driving School

International Quality Training : Driving skills as per world standards.

Professional and Trained Faculty : Expert guidance at every step
Realistic Simulator : Confidence even before getting on road
Fleet of AC cars : Comfortable learning experience
Best choice for family members : Safe and quality training for your dear ones
Modular Training Structure : Freedom of choosing the best for oneself.
Regular Evaluation : Self-analysis of skills for more focus on weak areas.

24

Certification on passing-out : Assurance of learning best driving I

practices and being a safe driver.

Benefits Of MDS To Customers

Professional and trained faculty ensures quality

Theoretical & practical sessions improve both knowledge as well as skills of the
learners
Training of life-like simulators reduce the risk of mishap when starting first on
the road directly.
Air-conditioned learning cars provide comfort while learning.
Lady trainers for women learners ensures safety.

Why accessories?
1. Gives a wider choice to the customers
2. To give a distinct identity to their car through personalization
3. To fulfill specific needs of comfort, convenience, security, etc
4. To further add to the original accessories present in the car
5. To bridge the gap between variants
MGA Has Many Benefits
For Customers
l. MSIL Assurance
Quality assurance
Reliable and defect-free product
Customized products for a perfect fit for Maruti vehicles
Peace of mind through ease of service
2. Brand
Brand symbolizes Trust and Quality
Research suggests that 70% of customers want to use a Brand to guide their purchase
decision
The Power of Brands lies with us
3. Tailor Made Accessories
Does not affect vehicle or the vehicle warranty e.g. Fitment of security system.
Manufactured specifically for various models/variants and also tried and tested on
them.
A true match in terms of colour, texture, etc.

25

Enhanced service network-all Maruti dealerships

Skilled manpower to fit the accessories
Better resale value

A unique loyalty programme, exclusively for Maruti Suzuki owners-both existing as

well as new customers
Programme promise :
1. Rewards to members on all their spends
2. Special benefits and exclusive privileges
Indian Oil Corporation is a programme partner
IOC has the largest retail outlets in the country
BENEFITS OF AUTOCARD TO THE CUSTOMER
Special offers from Maruti Suzuki and program partners
No Membership fee Valuable auto points for your next car
Unmatched Privileges
International ATM access
World-wide acceptance
Value Added Privileges
Exchange Loyalty Bonus on upgrade/exchange of Maruti Suzuki vehicle
Rewards with no 'extra obligation'
Acknowledgment from the dealer and MSIL-extra care
Regular communication
Relationship that goes beyond business-more credibility
Extended benefits through coalition partners

26

MOS & ANYTIME MARUTI

Maruti On-road Service. Just dial 39891515 for a 24-hour on-roadbreak
down service in many cities. No other car company can match this.
Any information about Maruti products & services in over 700 cities
Dial 9910202020 From Mobile Phone
Vast Service Network
Sales - 1100 sales outlets in 801 cities
Service - 2958 outlets in 1408 cities
As on 31 March 2014.

REVIEW OF LITERATURE

Sumit Jain & Dr. R.K. Garg , in their research paper described about current scenario
of automobile industry and challenges facing by Industry. They pointed that, the
companies have to shorten product lifecycles in order to react to the expectations of
individualize and fast changing consumer demands with innovative products, and the
integration of strategic partners with more responsibility into the value chain should
be intensified.
Exim bank's occasional paper highlighted that the global financial meltdown of the
year 2008 has created a precarious condition across various sectors, which has forced
countries and industries to take a fresh look at their future strategies. The paper also
pointed out that the Indian automotive industry holds significant scope for expansion,
both in the domestic market, where the vehicle penetration level is on the lower side
as compared to world average and in the international market, where India could
position itself as a manufacturing hub.
Rajkumar Gautam & Sahil Raj, in their research paper depicted the scenario of
automobile sector of the world and India. In their paper they have investigated that the
globalization process has affected the sector in all the areas of manufacturing, sales,
personal research & development and financing. They also concluded that, in order to
meet the challenges posed by globalization the Indian automobile manufacturers need
to ensure the technological advancement, appropriate marketing strategies and
adequate customer care feedback system in their organizations.
P Krishnaveni in her article focuses on the current details and some future plans of
Maruti Suzuki India Ltd. The article also highlighted the various innovation of

27

company like introduction of Electronic power Steering (EPS), introduction of

superior quality of 16*4 hypertech engines.

RESEARCH METHODOLOGY
The purpose of the methodology section is to report to the research process, adheres
to describe the main part. This, however, research design, sampling procedure and
survey method. This section is perhaps difficult to write, as it also includes some
technical terms and will be much of the audience, however, able to understand the
terminology used. The methodology used by researchers in the preparation of the
report was:
Research Design
A research design is simply the framework or plan for a study that guides the
collection and analysis of data. The survey research was used in this project because
of the feedback from consumers was necessary to obtain the data.
Research Instrument
For doing the survey research, structured questionnaire with both open-ended and
closed-ended questions was used.
Mode of Survey
The mode of survey was personal interview with the respondents during the filling up
of the questionnaires.
Personal Visits

As part of the analysis, it was necessary to visit the students at the other
school, and it always helps me to know the nature of the students. We
visited several schools and students have asked several questions in the
questionnaire format.

28

DATA SOURCES
Primary Data
Primary data is that kind of data which is collected directly by the investigator himself
for the purpose of the specific study. Primary Data is collected by the investigator
through interviews of company employees, vendors, distributor etc. Data such
collected is original in character. The advantage of this method of collection is the
authentic. A questionnaire of about 50 questions was made and it was given to the
dealers to fill it up for our research. The research was a kind of conclusive research as
it helps in the testing of hypothesis. The method of sampling was the Random method
as it is unbiased.

Secondary Data
When an investigator uses the data that has been already collected by others, is called
secondary data. The secondary data could be collected from Journals, Reports,
libraries, magazines, fair & conference and other publications. The advantages of the
secondary data can be It is economical, both in terms of money and time spent .The
researcher of the report also did the same and collected secondary data from various
sources, such as internet, books, articles etc.

QUESTIONNAIRE DESIGN

29

We make questionnaire to know which category of people opts for which kind of
plans. In this category the factors included are such as income, background, age, etc.
This includes 2 types of questions
Open ended : In this respondents are not bounded to answer within a set of choices
and can give their own views
Close-ended: in this respondents are bounded to answer within a set of choices.
I have designed my questionnaire on the basis of close-ended questions as it is more
feasible to calculate data from it.

SAMPLE DESIGN:
While developing a sample design, following points should be kept in mind:
Sampling unit : A decision has to be taken concerning a sampling unit before selecting
sample. Sampling unit may be a geographical one such as state, district, village etc or
a construction unit such as house, flat etc. or it ,may be as social unit such as family,
club, school etc or it may be an individual . the researcher will have to decide one or
more of such units that he has to select for his study
Size of the sample : This refers to the number of items to be selected from the
universe to constitute a sample. This is a major problem before a researcher. The size
of the sample should be neither is excessively large, nor too small. it should be
optimum
An optimum sample is one which fulfills the requirements of efficiency,
representatives, reliability and flexibility
Sample element and sample unit
45 people have been interviewed to know their opinion
Delhi (sample unit)
Time frame: 8weeks
Sampling technique: Average method technique.
Sampling: 50 People.

30

DATA ANALYSIS
1. Are you aware about the present boom in Market?
a)

Yes

82 percent

b)

No.

18 percent

90%
80%
70%
60%
50%
40%
30%
20%
10%
0%

As consideration to market boom and the respondent's knowledge level about this,
Nearly 82% of the respondents are aware about the market boom in the present

31

economy, while the rest 18% are not aware about it. The level of awareness is higher
among the upper middle and the middle class, and particularly among the traders and
the business class. One of the interesting finding of the study was that many
respondents confuse between inflation and market growth. Respondents belonging to
lower middle and middle class confuse whether price rise has anything to do with the
automobile industry scenario.
About the reasons, 65% of the respondents who are aware about the market boom feel
that it reflects the elasticity of the Indian economy and reflects a accurate picture of it.
This they attribute to the constant increase in Sensex and continuing economic growth
rate which is somehow near the double digit mark. 27% of the respondents who are
aware about the market boom feel that this is a momentary situation which is likely to
retreat. Rest of the respondents could not aspect any concrete fundamental
relationship for the market boom.

2. What method do you think, the dealership should follow for marketing the
products?
a)

Only Direct sales Method

28 percent

b)

Only Indirect Dealership Method

18 percent

c)

Both

54 percent

60%
50%
40%
30%
20%
10%
0%

32

3. Do you think Advertisement is an effective method of selling automobile

products?
a)

Yes

45 percent

b)

No

18 percent

c)

Do not know/ Cannot say

27 percent

45%
40%
35%
30%
25%
20%
15%
10%
5%
0%

33

4. What type of advertising will be helpful in increasing salability of automobile

products?
a)

Product Specific

34 percent

b)

Company Specific

22 percent

c)

Personality oriented

17 percent

d)

Do not know / Cannot say

27 percent

35%
30%
25%
20%
15%
10%
5%
0%

5. Do you think that Foreign Direct Investment (FDI ) should be allowed in the
auto mobile sector in India?
a)

Yes

34 percent

b)

No

32 percent

c)

Do not know/ Cannot say

34 percent

34%
34%
33%
33%
32%
32%
31%

34

6. What is the future of the automobile industry in India, according to you?

a)

The boom will continue

b)

The boom is a temporary economic situation

75 percent
12

percent
c)

Do not know/ Can not say

13

percent

80%
70%
60%
50%
40%
30%
20%
10%
0%

7. Major Weakness of Maruti Suzukis Marketing strategy.

a)

Branding

14

Publicity

09

Infrastructure assessment and Development

77

percent
b)
percent
c)
percent

35

80%
70%
60%
50%
40%
30%
20%
10%
0%

36

8. Maruti Suzuki has a future growth. Your opinion?

(i)

Maruti Suzuki is gradually spreading its wings and being a very

big company has the capacity to absorb short term losses, hence has
a very good prospect for the future market in India.

(ii)

75 percent

Its future is like any other private automobile companies in India

20

percent
(iii)

Do not know

05

percent

80%
70%
60%
50%
40%
30%
20%
10%
0%

9. Which is the major factor to increase the sale of your products?

(i)

Only Brand

17

percent
(ii)

Demand-Supply factors

(iii)

Only Quality

35 percent
23

percent
(iv)

Other factors
percent

25

37

35%
30%
25%
20%
15%
10%
5%
0%

10.
Do you think brand extension is necessary for the company? If yes, why?
(i)

Yes

78 percent

(ii)

No

04 percent

(iii)

Do not know

18 percent

80%
70%
60%
50%
40%
30%
20%
10%
0%

Those who believe that brand extension is a essential as part of its marketing strategy
holds the view that when a known brand extends into a product category that involves
urbane and state-of-the-art expertise, consumers face ambiguity and observe a
financial risk when considering the extension for purchase. The identification that

38

brands are a powerful yet underutilized assets is why trademark licensing has become
a well-liked marketing strategy. Because several brand owners don't have the
resources to pursue every feasible business opportunity, they make use of trademark
licensing to enter new markets beyond their core competencies.

39

11. Which are the products of the company that are favourite among the
customers?
(i)

Quality based

55 percent

(ii)

Economical/ Cheap

30 percent

(iii)

Branded

06 percent

(iv)

Do not know

09 percent

60%

50%

40%

30%

20%

10%

0%

40

PEST ANALYSIS
In order to understand the conditions under which the Maruti products were launched
in the Indian market, its necessary to analyze the factors that influenced its
effectiveness.
Political Conditions
Maruti Suzuki India entered the liberalization at its peak. As a result, everyone was
very open to the idea of cooperation outside companies (Maruti Suzuki India + Japan)
facilities based in India.
The government made sure the companies that have huge revenues for India generates
70% local content in the production of the cars as they could. Suzuki Maruti
accomplishes this in a very short time.
A positive EXIM also helped Maruti Suzuki to increase its top line with Maruti
Suzuki exports of other countries.
Economic Conditions
The economic framework for the introduction of Maruti Suzuki were very relaxed and
liberal. Maruti Suzuki has launched, when the country had just opened its doors to
liberalization. So there was no strict rules or statutes that the company did comply.
The resources available in India were of multinational enterprises (Suzuki), the
substantial revenue for the government used produced.
A booming banking sector and phenomenal growth in the car market Maruti Suzuki
has made loans more affordable.
Social Conditions
An increase of the middle class and small nuclear families concept has driven demand
for B-segment cars Maruti Suzuki offers a precise option for this requirement, the. For
high growth
Technological Conditions
From Maruti Suzuki manufacturer of everything from the smallest screw to the largest
machines in the factory is able to maintain the efficiency of the machines. Therefore,
Maruti Suzuki produces cars under the best conditions with the best machines. As a
result, the cars produced are of the highest quality.

41

SWOT ANALYSIS
Strenghts :
Brand : Maruti Suzuki has become a strong brand in recent times. Secured
recognized this with the parent company Maruti Suzuki as a strong player in the
global auto market Swift definitely has a value assigned to each person as
associated with.
Extensive network of distribution : A strong dealer network of about 3,000
dealers across the country
The major products in various price : Maruti Suzuki has launched several models
in different segments and therefore has a very good mix of products supply.
The promotion of exports : with the support of a strong production and a global
presence in Gurgaon Maruti Suzuki exports much. An export of the value of Rs.
1,325 million rupees has been achieved in the last six months.
Economics with Technology : Maruti Suzuki Cars have always been a company
car mix business with technology. Initiative established a 16-bit microprocessor
aboard Swift has been one of the main reasons for success, and that even for the
lowest price in its class.
Weaknesses :
Lack of in house R & D: Maruti Suzuki has an R + D integrated.
New model introduction only cosmetic changes: integrated products No major
design changes in Maruti Suzuki. Only cosmetic changes were made.
Predominantly especially lower level: the domain of Maruti Suzuki in the Indian
market is n the C segment only in their lower-level segment as Swift and Accent
in the B segment. You have to focus on your upper segment models to strengthen
its position in the Indian automotive industry.
Opportunities :
Emergence of the middle class in India and small towns are seen as a
phenomenological growth in recent times in the middle class of India and the
purchasing power of individuals working class. An increase in small towns in the
country has a great opportunity Maruti Suzuki to achieve a higher growth rate in
the near future.
a booming economy : Indian economy, with a growth rate to an average of 7%
per annum, which reduces the possibility of increased turnover in each segment.
Increased exports : With exports of Rs 1,325 million rupees in the last six
months, Maruti Suzuki has a great opportunity to achieve an export target of Rs
2,700 crore in the current year
Threats :
Many players of the same cake fight: Lots of great players in the segment B and
because the size of the market is not expanding rapidly, Maruti Suzuki has a big
threat in the form of fierce competition.
The entry of new players: Come with Tata Indica and other players are planning
to come with many more models in the B segment, the competition is only
getting hotter.
Cannibalism to some extent affect the Celerio Swift because of its price. So
Maruti Suzuki has focused more on his positioning strategy Celerio and Swift.
LIMITATIONS

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Every project faces some limitation and this project was no exception. Some of the
limitations faced were

Since the responses were only from one part of Delhi, the report cannot be
generalized for whole Delhi and NCR.
Respondents may have given bias information.
Some of the respondents were not willing to devote time for the survey. Most
of the time, they were busy and were not willing to respond.
There could have been vast exploration on the topic but due to limited time
availability, it could not be explored more for study.
At times, they were not able to understand the questions which enforced me to
make the question understand to the respondent in detail.

CONCLUSION

43

Maruti Suzuki India Ltd (MSIL), a joint venture between the Indian government and
Suzuki Motor Corporation of Japan was the largest automobile company in India in
2005 and is manufactured in the market for passenger cars affordable and efficient
cars and fuel for the Indian masses. Maruti 800 was the flagship small car in size and
was the bestselling car in India for decades.
The car market in India currently seems a crossroads where car dealers are trying to
change the customer perception of the brand and his motivations seem to order to
replace specific generalities. This in turn is very different in the West, where buyers
consider the aesthetics, comfort and safety, not necessarily in that order, before
finalizing a purchase. "It is wise to think about the emotions and attitudes, if the Seller
to do a better job to marry a car that offers the consumer image of tenders.
The mindset of the Indian consumer is such that he is pleased when you can buy a
little cheaper than its neighbour pen. Thing slowly changing and customers at the top
end of the market are now willing to pay more for more. Hope that this approach will
soon be in the small car segment, maybe not with the same intensity.
"Success depends largely on the extent to which a company may depend to differ with
respect to intangible assets that drive a car." Therefore, success can also be on the best
set of services that can offer a car manufacturer dependent. Maruti Suzuki increased
from zero to 500,000 mark, and the number one in sales in India in just a few years. A
view of the current scenario one can say that although there is much competition in
the world of cars Maruti Suzuki is doing well.

RECOMMENDATIONS

44

Initially Maruti was operating in the market which was a part of closed economy but
with opening of market, the scenario has changed dramatically and at an international
juncture where both challenges and opportunity are immense.
With such immense growth Indian auto mobile sector attracts the global players, who
want to make their name a house hold name in Indian auto mobile sectors.
Hence Maruti has a tough competition from the companies like Hyundai, GM, Honda,
Telco, ford etc.
So Maruti should improve its segments like : Segment B whose maximum market share is captured by Maruti Suzuki is
facing a tough competition from players like Hyundai; it launched its Eon and
i10 grande to give more excitement in this segment. So Maruti should improve
this segment by lunching newer models with better facilities.
Over the years MSIL brand value had begun to erode as it is known as the
market leader of small car segments but as the market is open now and the
purchase power of people is increased MSIL should look in the segments such
as D and E. In this segment players like Honda, Toyota and Hyundai have
more models than Maruti. So Maruti should lunch more vehicles in this
segment.
A industry where the models are given numbers of features every year Maruti
is still lacking of the features in its models such as Maruti Zen did not change
from its date of lunch . So Maruti should renew its models.
Maruti is still has problems in its mid size variants as the products like SX4,
Kizashi and Grand Vitara are no more in demand. So MSIL should think to re
lunch these products with higher features.
Maruti is offering the diesel variant in a less numbers of models. As this
variant is more demanded by the customer MSL should look into this matter. It
should also offer the CNG enable models to take newer market share.
By taking these recommendations MSL should improve its image and market share.

BIBLIOGRAPHY

45

Books & Journals

Maruti Suzuki (2013-14), Induction@Maruti , Maruti Standard Selling
Procedure (MSSP)
Maruti Suzuki (2013-14), Advantage Guide , Basic Technologies@MSIL

REFERENCES
Websites (URLs)

http://www.indiainfoline.com/Markets/Company/Background/Company-

Profile/Maruti-Suzuki-India-Ltd/532500
http://profit.ndtv.com/stock/maruti-suzuki-india-ltd_maruti/reports

QUESTIONNAIRE (Sample)
Name

46
Address

Phone no. :

1. Are you aware about the present boom in Market?

2. What method do you follow for marketing of your products?

(a) Only Direct sales Method
(b) Only Indirect Dealership Method
(c) Both

3. Do you think Advertisement is an effective method of selling your automobile

products?
(a) Yes
(b) No
(c) Do not know/ Cannot say

4. What type of advertising will be helpful in increasing salability of your auto

products?
(a) Product Specific
(b) Company Specific
(c) Personality oriented
(d) Do not know / Cannot say

5. Do you think that Foreign Direct Investment (FDI ) should be allowed in the
auto mobile sector in India?
(a) Yes
(b) No

47

(c) Do not know/ Cannot say

6. What is the future of the automobile industry in India, according to you?

(a) The boom will continue
(b) The boom is a temporary economic situation
(c) Do not know/ Cannot say

7. What are the major Weakness of Maruti Suzukis Marketing strategy?

(a) Branding
(b) Publicity
(c) Infrastructure assessment and Development

8. Does Maruti Suzuki has a future growth prospect. What is your opinion?

9. Which is the most significant factor to increase the sale of the products?
(a) Only Brand
(b) Demand-Supply factors
(c) Only Quality
(d) Other factors

10. Is brand extension is necessary for the company? If yes, why?

11. Which kind of products of the company are favourite among the customers?