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Comparative Study of Maruti and Hyundai - 99322551
Comparative Study of Maruti and Hyundai - 99322551
AND
Submitted to : Submitted by :
Ms. Renu Sharma Sumit kumar jain
MBA 4th Sem.
15MAMXX702
ACKNOWLEDGEMENT
2
Working on this project has presented with many insights and
challenges. This project would not have been the same without the
dedicated guidance of my project guide Ms.Renu Sharma Department of
Management, Apex Institute Of Management & Science, Jaipur .
I thank him for his support and patience.
The project would not been completed without their support and
guidance. Thanking them is a small gesture for the generosity they
showed. It was a great learning experience to work on such a project.
INDEX
1 Declaration I.
3
2 Acknowledgement II.
3 Introduction 1
5 Theoretical View 15
6 Practical View 27
8 Annexure 48
9 Bibliography 56
CHAPTERWISE PRESENTATIONS
Chapter 1 Introduction
1.1 About Marketing Strategy
1.2 Title of the study
4
1.3 Objectives of the study
1.4 Scope of the study
1.5 Limitations of the study
5
1 Evolution of Automobile Industry 14
2 Market share of Automobile Industry 20
3 Way of Purchase 32
4 Views of dealers on Promotion through 34
sponsoring reality show
5 Increase in sales during Festive Season 36
6 Users of Maruti/ Hyundai 37
7 Most Preferred car 38
8 Reasons for Using Maruti & Hyundai Car 39
9 Customers Rating to cars performance 39
10 Expectations Met 40
11 Criterias in Buyers Mind 40
12 Reasonable Pricing 41
13 Preference of Customers 42
14 Strategies through which Customers 42
Attracted
15 Dealers Service 43
6
INTRODUCTION
7
Comparative Study of Marketing Strategies of Two
Automobile Companies
8
One of the largest industries in India, automotive industry has been
witnessing impressive growth during the last two decades. Indian
automobile industry has a mix of large domestic private players such as
Tata, Mahindra, Bajaj, Ashok Leyland and major international players
including GM, Ford, Toyota, Honda, Hyundai, etc. To remain in this
competitve market on has to come up different ides and strategies.
Various Marketing Strategies enables a firm to expand business activities
for market reputation, to satisfy human wants , to lead to specialisation
and efficient performance of production function climaxing in econimic
stability.
After liberalization automobile Industry is growing at very high rate and
many new companies have also entered into market. With offering variety
of cars in all segments for everyone. So it is important to know which
company is providing us good quality cars at fair prices and providing
better after sales services. And how they are trying to reach customers.
The most obvious objective marketers have for promotional activities is
to convince customers to make a decision that benefits the marketer (of
course the marketer believes the decision will also benefit the customer).
For most for-profit marketers this means getting customers to buy an
organizations product and, in most cases, to remain a loyal long-term
customer.
However, marketers must understand that getting customers to commit to
a decision, such as a purchase decision, is only achievable when a
customer is ready to make the decision.
Title of Study
9
Comparative Study of Marketing Strategies of Two Automobile
Companies
Objective of Study
- To know the various strategies used by Maruti Suzuki and Hyundai
Company to attract maximum number of customers.
- To know which company offers better cars, better after sales services
and by which company cars customers are satisfied most.
- To know the demand of Automobiles.
- Competition from other car manufacturers.
-To know the trend in Market.
- To know which car is more demanded by Customers.
- Through which strategies maximum customers are attracted.
- To know recession effect on sale of cars
Scope of Study
- Company will come to know what attracts Customers.
- Company as well as Dealers of Maruti Suzuki and Hyundai will come to
know that which are the criterias customers look for before buying car.
- Company and Dealers will also come to know the future changes which
will be require to satisfy customer needs and wants.
Primary Data:-
10
Visiting various Dealers and asking them about their promotional
strategies and requirement of customers.
Asking to users of Maruti and Hyundai about their preference, criterias
while buying car and their experience with dealers and their expectations
from dealers.
Secondary Data:-
Magazines.
Internet.
Period of Study:-
The Period of Study is from MARCH-2017 TO APRIL -2017
11
Maruti Suzukis Profile
In early 1980s Indian Govt decided to produce a small car, which would
be within buying reach of Indian middle class. The obvious place to shop
for technology was Japan, which had developed world class capabilities
in small cars by that time.It was not Toyota, or Nissan, or Honda ,three
largest player in Japan, but Suzuki, a much smaller company with strong
capcabilities in making small cars. Suzuki grabbed the opportunity with
both hands and formed a joint venture with govt. called Maruti Udyog.
Maruti rolled out its 1st car, Maruti 800 with 800cc engine in December
1983. This model targeted at masses and was lanuched as Peoples
car. In early 2003, Maruti Udyog, a joint venture between Suzuki and
Indian Govt. dominated Indias automobile market with 54% market share
and with annual production capacity of 5lac cars. The company
12
dominated Indian Small car market with a share of 100% in A seg, 36% in
B seg and 86% overall.
In recent years, Maruti has made major strides towards its goal of
becoming Suzuki Motor Corporation's R and D hub for Asia. It has
introduced upgraded versions of WagonR, Zen and Esteem, completely
designed and styled in-house. Maruti's contribution as the engine of
growth of the Indian auto industry, indeed its impact on the lifestyle and
psyche of an entire generation of Indian middle class, is widely
acknowledged. Its emotional connect with the customer continues
In keeping with its leadership position, Maruti supports safe driving and
traffic management through mass media messages and a state-of-the art
driving training and research institute that it manages for the Delhi
Government.
The company's service businesses including sale and purchase of pre
owned cars (TrueValue), lease and fleet management service for
13
SWOT ANALYSIS OF MARUTI SUZUKI
Low interior quality inside the cars when compared to quality players like
Hyundai and other new foreign players like Volkswagen,Nissan etc.
Government intervention due to having share in MUL.
Younger generations started getting a great affinity towards new foreign
brands
The management and the companys labor unions are not in good terms.
The recent strikes of the employees have slowed down production and in
turn affecting sales.
Maruti hasnt proved itself in SUV segment like other players.
MUL has launched its LPG version of Wagon R and it was a good move
simultaneously
MUL can start R&D on electric cars for a much better substitute of the
fuel.
14
Marutis cervo 600 has a huge potential in tapping the middle class
segment and act as a strong threat to Nano
New DZire from Maruti will capture the market share and expected to
create the same magic as Maruti Esteem(currently not available)
Export capacity of the company is giving new hopes in American and UK
markets
Economic growth of the country is constantly increasing and the
government is working hard to increase the gdp to double digit.
MUL recently faced a decline in market share from its 50.09% to 48.09 %
in the previous year(2011)
Major players like Maruti Suzuki, Hyundai, Tata has lost its market share
due to many small players like Volkswagen- polo. Ford has shown a
considerable increase in market share due to its Figo.
Tata Motors recent launches like Nano 2012, Indigo e-cs are imposing
major threats to its respective competitors segment
China may give a good competition as they are also planning to enter
into Indian car segment
Launch of Hyundais H800 may result in the decline of Alto sales
15
Main Queens Road, Vais.. | more..
Car Dealers-Maruti Suzuki, Car Dealers, ..
o Test Drive
Click here to view your friends rating
Vipul Motor Pvt Ltd
164 Votes
+(91)-141-3383434
Radisson Blue Hotel, T.. | more..
Car Dealers-Maruti Suzuki, Car Repair &.., ..
o Test Drive
Click here to view your friends rating
Prem Motors Pvt Ltd
244 Votes
+(91)-141-4411111
Road, Vishwakarma Indu.. | more..
Car Dealers-Maruti Suzuki, Car Repair &.., ..
o Best Deal
Click here to view your friends rating
Nexa
9 Votes
+(91)-9509773939
Subhash marg, C Scheme.. | more..
Car Dealers, Car Dealers-Maruti Suzuki .., ..
o Best Deal
Click here to view your friends rating
Nexa
41 Votes
+(91)-9116096668
Subhash Marg, C Scheme.. | more..
Car Dealers-Maruti Suzuki, Car Dealers-.., ..
o Best Deal
Click here to view your friends rating
K P Automotives Pvt Ltd
69 Votes
+(91)-9829055831
Jai Singh Highway, Ban.. | more..
Car Dealers-Maruti Suzuki, Car Part Dea.., ..
o Best Deal
Click here to view your friends rating
Sanga Automobiles Pvt Ltd
86 Votes
+(91)-141-4110100
Tonk Road, Pratap Naga.. | more..
Car Dealers-Maruti Suzuki, Car Dealers, ..
o Best Deal
Click here to view your friends rating
P L Motors
65 Votes
16
+(91)-141-6453333
Rd No-3, Malviya Nagar.. | more..
Car Dealers-Maruti Suzuki, Car Repair &.., ..
o Best Deal
Click here to view your friends rating
Prem Motors Pvt Ltd
76 Votes
+(91)-141-4511111
Gopalbari, Ajmer Road.. | more..
Car Dealers-Maruti Suzuki, Car Loans, ..
o Best Deal
Click here to view your friends rating
Vipul Motors Private Limit..
8 Votes
+(91)-141-2294394
Main Road, Shyamnagar.. | more..
Car Dealers-Maruti Suzuki, Car Dealers-.., ..
o Best Deal
Click here to view your friends rating
Vipul Motors Pvt Ltd
0 Votes
+(91)-9829455836
Maruti Suzuki Nexa, C .. | more..
Car Dealers-Maruti Suzuki, Car Dealers
o Best Deal
Be first among your friends to rate this
Force Motors Ltd
14 Votes
+(91)-141-3933062
Amarpali Circle, Vaish.. | more..
Company Office, Car Dealers-Maruti Suzu..
o Best Deal
Click here to view your friends rating
K P Automotives Pvt Ltd
39 Votes
+(91)-9549651852
Dushhera Ground, Adar.. | more..
Car Dealers-Maruti Suzuki, Car Dealers, ..
o Best Deal
Click here to view your friends rating
Car Bazar
12 Votes
Parshuram Nagar, Vidhy.. | more..
Car Dealers-Maruti Suzuki, Second Hand .., ..
o Best Deal
Click here to view your friends rating
Prem Motors Pvt Ltd
1 Votes
17
+(91)-1421-248922
Nh-8, Kotputli.. | more..
Car Dealers-Maruti Suzuki, Car Dealers-.., ..
o Best Deal
Click here to view your friends rating
K P Auotmotives Pvt Ltd
0 Votes
+(91)-9549651926
Tonk Road, Chaksu.. | more..
Car Dealers-Maruti Suzuki, Car Dealers-.., ..
o Best Deal
Be first among your friends to rate this
Vipul Motors Pvt Ltd
15 Votes
+(91)-141-5130107
No-29, Jhotwara Indust.. | more..
Car Dealers-Maruti Suzuki, Car Dealers-.., ..
o Best Deal
Click here to view your friends rating
Shri Ram Car Bazar
1 Votes
+(91)-9829033510
Govind Marg, Raja Park.. | more..
Car Dealers, Second Hand Car Dealers, ..
o Best Deal
Click here to view your friends rating
K P Automotives
0 Votes
+(91)-8646934969
N H 8, Shahpura.. | more..
Car Dealers-Maruti Suzuki, Car Dealers
o Best Deal
Be first among your friends to rate this
KTL Pvt Ltd
2 Votes
+(91)-7408411327
Bani Park.. | more..
Car Dealers-Maruti Suzuki, Car Repair &.., ..
o Test Drive
Click here to view your friends rating
Prem Motors Pvt Ltd
1 Votes
+(91)-8058794167
Mohan Pura Agra Road, .. | more..
Car Dealers-Maruti Suzuki, Car Dealers-.., ..
o Best Deal
Click here to view your friends rating
Galaxy Motors
18
28 Votes
+(91)-9610843935
General Bajaj Market, .. | more..
Car Dealers-Maruti Suzuki, Car Dealers-.., ..
o Best Deal
Click here to view your friends rating
Shree Balaji Motors
1 Votes
+(91)-141-2395515
New Sanganer Road, Man.. | more..
Car Dealers-Maruti Suzuki, Car Dealers-.., ..
o Best Deal
Click here to view your friends rating
Autodeal Trading Llp
5 Votes
+(91)-9460760263
Pani Restaurant, Vidhy.. | more..
Car Dealers-Maruti Suzuki, Car Dealers, ..
o Test Drive
Click here to view your friends rating
Rolaniya Motors
3 Votes
+(91)-141-2589635
Jhotwara Road, Kalwad.. | more..
Car Dealers-Maruti Suzuki, Second Hand .., ..
o Best Deal
Click here to view your friends rating
K K Car Corp
0 Votes
+(91)-141-2500888
Gopalpura Bypass.. | more..
Car Dealers-Maruti Suzuki, Car Dealers
o Best Deal
Be first among your friends to rate this
Ranthamore Motors
0 Votes
+(91)-9314695481
Suraj Nagar, Civil Lin.. | more..
Car Dealers-Maruti Suzuki, Car Dealers
o Best Deal
Be first among your friends to rate this
JAI Ambay Motors
0 Votes
+(91)-141-2742732
Janpath Lane Khoti, .. | more..
Car Dealers-Maruti Suzuki, Car Dealers
o Best Deal
Be first among your friends to rate this
19
Shiv Motors
0 Votes
+(91)-9314758347
Padmawati Clny, .. | more..
Car Dealers-Maruti Suzuki, Car Dealers
o Best Deal
Be first among your friends to rate this
K R Motors
0 Votes
+(91)-141-2504034
Gopalpura, Jawahar Nag.. | more..
Car Dealers-Maruti Suzuki, Car Dealers, ..
o Best Deal
Be first among your friends to rate this
Raj Auto Wheels
0 Votes
+(91)-141-2628989
Vaishali Nagar.. | more..
Car Dealers-Maruti Suzuki, Car Dealers, ..
o Best Deal
Be first among your friends to rate this
Shri Karni Motors
0 Votes
+(91)-141-5126615
Kesar Marriage Hall, S.. | more..
Car Dealers-Maruti Suzuki, Car Dealers
o Best Deal
Be first among your friends to rate this
Royal Car Bazar
0 Votes
+(91)-9950830933
V.k.i, Murlipura.. | more..
Car Dealers-Maruti Suzuki, Car Dealers
o Best Deal
Be first among your friends to rate this
DEV Car Bajar
0 Votes
+(91)-9783788093
Grad K Samne, Virat Na.. | more..
Car Dealers-Maruti Suzuki, Car Dealers
o Best Deal
Be first among your friends to rate this
Roshan Motors PVT LTD
2 Votes
+(91)-1421-2642218
Gt Rd, Kotputli.. | more..
Car Dealers-Maruti Suzuki, Tyre Dealers, ..
o Best Deal
20
Hyundai Motors Profile
Hyundai Motor India Ltd, continuing with its tradition of being the fastest
growing passenger car manufacturer, registered total sales of 117451
vehicles in the calendar year (CY) 2016, an increase of 10.9 percent over
CY 2016. In the domestic market it clocked a growth of 11.7 percent with
120735 units in 2016, while overseas sales grew by 15.5 percent, with
exports accounting for 10407 units in February 2017.
21
provide the Indian customer with global technology, HMIL started its
second plant in February 2008 which produces an additional 300,000
units per annum, raising HMIL's total production capacity to 600,000 units
per annum. Apart from expansion of production capacity, HMIL currently
has 260 strong dealer network across India.
Hyundai Motor Company, S.Korea, the parent of HMI, has been doing
considerable work on sustainable Environment Management . The
company has a well defined framework in place for developing products
that reduce pollutant emissions and processes for preservation of natural
resources and energy along all the stages of the product lifecycle from
production, sales, use to disposal and has been awarded the ISO 14001
certification for all its three major plants in Ulsan, Asan and Jeonju in
S.Korea.
22
Cars of Hyundai
Hyundai deals in wide variety of cars which includes Eon, Santro, i10,
Grand i10,Xcent,Elite i20,Creta,Elantra,Getz prime, i20, Accent,Verna,
Sonata, Tuscon, etc.
HMIL took a long time to gain the market share as its not the first mover
in India
In terms of most reliable and trusted brand; Maruti is more strong in
Indian subcontinent
23
Spare parts of Hyundai vehicles are comparatively priced higher and
spare parts do not have PAN India presence
In SUV segment both Tucson and its next model Santa Fe didnt make a
major impact
Increase in commodity prices such as steel, aluminium and ancillary
parts has affected margins
Since HMIL concentrates on both domestic and International sales there
are higher risks of exchange rate fluctuations
As Hyundai majorly concentrates on quality, most of its product are in
premium category in each segment. Hyundai is still struggling to make a
better impact in small car segment in terms of cost efficiency like other
manufactures
Hyundai doesnt have any product match to compete in Corporate orders
like Tata Indica V2, Tata Sumo, Tata Indigo, Chevy Tavera, Ford Fiesta
etc. These vehicles are most preferred in both cab segment and
government booking for bulk orders
24
Almost all major automobile players have started invading India to open
up their market and their manufacturing plant in India.Chennai is referred
to as the Detroit of Asia!
Hyundai faced a slight decline in market share due to tough competition
from Fords Figo and Volkswagen- Polo
Many manufacturers have started to concentrate on small car segment
as an alternative to Nano. These will slowdown the expected sales of Eon.
Hindustan Hyundai
172 Votes
+(91)-141-3302544
Government, Sansar Cha.. | more..
Car Dealers-Hyundai, Car Dealers, ..
o Test Drive
Click here to view your friends rating 1
Morani Cars Pvt Ltd
283 Votes
+(91)-141-4134455
Opposite Sitabari, Ton.. | more..
Car Dealers-Hyundai, Car Repair & Servi.., ..
o Best Deal
Click here to view your friends rating
Crossland Hyundai
20 Votes
+(91)-141-2355900
Vaishali Marg, Vaishal.. | more..
Car Dealers-Hyundai, Car Dealers-Hyunda.., ..
o Best Deal
Click here to view your friends rating
Morani Hyundai
44 Votes
+(91)-141-2212823
Sudershanpura Extentio.. | more..
Car Dealers-Hyundai, Car Dealers, ..
o Best Deal
Click here to view your friends rating
P L Hyundai
84 Votes
+(91)-141-4111222
Govind Marg, Raja Park.. | more..
Car Dealers-Hyundai, Car Dealers-Hyunda.., ..
o Best Deal
Click here to view your friends rating
Roshan Hyundai
25
17 Votes
+(91)-141-4222222
Vishwakarma Industrial.. | more..
Car Dealers-Hyundai, Car Dealers-Hyunda.., ..
o Best Deal
Click here to view your friends rating
P L Hyundai
43 Votes
+(91)-141-4111999
Ricco Industrial Area,.. | more..
Car Dealers-Hyundai, Car Dealers-Hyunda.., ..
o Best Deal
Click here to view your friends rating
Morani Cars Pvt Ltd
32 Votes
+(91)-141-2504547
Ridhi Sidhi, Gopalpura.. | more..
Car Dealers-Hyundai, Car Dealers-Hyunda.., ..
o Best Deal
Click here to view your friends rating
Crossland Hyundai
13 Votes
+(91)-141-2341400
nagar, Jhotwara Indust.. | more..
Car Dealers-Hyundai, Car Part Dealers-H.., ..
o Best Deal
Click here to view your friends rating
Pl Hyundai
3 Votes
+(91)-141-5131789
Agra Road, Agra Road.. | more..
Car Dealers-Hyundai, Car Accessory Deal.., ..
o Best Deal
Click here to view your friends rating
Rambagh Service Station
43 Votes
+(91)-141-4111333
Opposite Rbi, Tonk Roa.. | more..
Car Dealers-Hyundai, Car Repair & Servi.., ..
o Best Deal
Click here to view your friends rating
Crossland Cars Pvt Ltd
1 Votes
+(91)-9887387695
Dabla Road, Kotputli.. | more..
Car Dealers-Hyundai, Car Dealers-Hyunda.., ..
o Best Deal
Click here to view your friends rating
26
Galaxy Motors
28 Votes
+(91)-9610843935
General Bajaj Market, .. | more..
Car Dealers-Maruti Suzuki, Car Dealers-.., ..
o Best Deal
Click here to view your friends rating
Sanjay car Apex Motors
1 Votes
+(91)-9929106822
Near gurunanak pura, R.. | more..
Car Dealers-Hyundai, CNG Conversion Kit.., ..
o Best Deal
Click here to view your friends rating
Morani Motoparts Private L..
0 Votes
+(91)-9929777088
Tonk Phatak, Tonk Road.. | more..
Car Dealers-Hyundai, Car Accessory Deal.., ..
o Best Deal
Be first among your friends to rate this
cl motor
1 Votes
+(91)-9413623444
Tonk Road.. | more..
Car Dealers-Hyundai
o Best Deal
Click here to view your friends rating
Crossland Car Pvt Ltd
1 Votes
+(91)-9214097944
Jaipur, Kotputli.. | more..
Car Dealers-Hyundai, Car Dealers
27
HISTORY OF INDIAN AUTOMOBILE INDUSTRY
In 1981 the government decided to review their car industry policy and
found that the segment was neglected and there was a big market
available for cars. The existing cars available in the market were costly
and technically less sound with compare to international standard.Then
government initiated dialogues with Suzuki Motors, a Japanese car
manufacturing company, finalized a joint venture, and formed a company
28
named Maruti Udyog Limited (MUL). The initial venture was between
Government of India with a share of 74% and Suzuki Motor with a share
of 26%.
That was a revolutionary step taken for the car industry in India. In 1983
MUL launched its first car in India (Maruti 800) with a price tag of
Rs.40,000/-.
This development was a big shock to the existing car manufacturers and
they also rushed to improve and increase their product line.
After the lifting of licensing in 1993 by government, 17 new ventures
came up, of which 16 are for manufacture of cars.
Today, almost all of the major global players are present in India. The
automotive industry is today a key sector of the Indian economy and a
major foreign exchange earner for the country.
Government
29
import duties on imported vehicles to safeguard the car manufactured
locally.
30
enabled to keep the prices of the vehicles under check. The consumers,
in turn, have benefited from wide choice of models, technologically
advanced cars and better service from the car manufacturers.
Tata Motors.
Cars:- Indica, Indigo Marina, Safari, Sumo,
Nano,Tiago,Bolt,Venture,Indica eV2,Zest,Sumo Gold,Safari,Hexa.
Honda
Cars:- Honda City,Brio,Amaze,Jazz,Mobilio,WR-V,CRV, Civic, Accord
BMW
Cars:- 3 Series, 5 Series, 6 Series, 7 Series, X3, and X5,X6,i8 Z4
31
Toyota
Hindustan Motors
Ford
Mahindra and Mahindra
General Motors
Mercedes
32
Sellers Market.
33
Grand Launch :-
Recently Tata Nano car was grandly launched and created a buzz in
market. After the launch media aggressively took interest in providing the
minute details about the car to the customer by showing test drives, etc.
Once the car is launched they give adds in every possible newspaper, car
magazines, put hoardings, display car models in the malls.
This is one of the most effective ways adopted by the companies and very
successful marketing strategy, which has helped company increase their
sales.
In this method, companies provide option to buy a new car of your choice
in exchange of their old cars, but the price of old car is decided by the
dealer by looking at its condition. It helps customers, as they dont need
34
to go anywhere else to sell their old car. This also helps companies to
increase their sale of new cars.
35
Mall Displays
36
Companies enter market with help of Films
37
for such events. But for sure car companies would to not like to miss
chance of visibility they get in such competitions.Few years before Maruti
Suzuki sponsored Autocross rally. Similarly Tata Engenieering has
sponsored Narayan Kartikeyan as Indias Entry in to the World Series
motorcar racing.
Personal selling
Personal Selling largely takes place at the Dealers End. The way
customer is attended depends mainly on the Dealer as he acts as an
interface between the company and the Consumer. The various cases in
which Personal Selling takes place is Individual Sales, Corporate Sales,
Sales Presentations, Fair and trade Shows. Mostly in case of Individual
Sales the Customer goes to the showroom and takes a look at the
product. There he is attended to by the Sales Personnel of the
Dealership. Sometimes the Senior Sales Executive has to make Sales
Presentation to Corporate Buyers. Personal Selling is also practiced at
Trade Fairs and Auto Shows wherein the Company appointed Sales
Personnel attend prospective customers and also book their orders.
38
Market Share Of Automobile Companies
% Market Share
10.1
3.9
4.3
6.7
46.9
13.5
14.6
General Motors India Pvt Ltd. Honda Siel Cars India Ltd.
Others
fig : 2
39
Marketing Strategies used by Maruti Suzuki
Advertisements
Good promotional strategy is adopted by Maruti Suzuki to transform its
thoughts to the people about its products by marketing through
advertisement in television, radio, newspaper, etc.
Through radios they try to promote their product by organizing quiz
contests and the person who wins are offered special discounts, gift
vouchers, coupons, etc.
Through television they promote their vehicle by showing the utility value,
its comfort level.
Baleno: Missed the flight catch Baleno The most comfortable Car even
in long drives.
Esteem: My Daddys Big Car Affordable mid size car
40
Display
If you visit any of the Maruti Dealers showroom what you will notice is one
thing very similar, that is the display. They display only 2-3 cars in the
showroom. Well this is the strategy to make people concentrate on only
few choices otherwise they might get distract and get confused. Here
Maruti wins one customer.
To promote its bottom line growth, Maruti launched Maruti Finance in Jan
02.
Prior to the start of this service Maruti had started two joint ventures
Citicorp Maruti and Maruti countrywide with Citi Group and GE
Countrywide
respectively to assist its client in securing loan.
Today Maruti has tie ups with ABN Amro Bank, HDFC Bank, ICICI Ltd,
Kotak Mahindra Bank, Standard Chartered Bank etc.
Exchange offers
Maruti has also placed its step and progress by marketing through
exchange offers. In this it makes possible to leave and get it replaced for
a new one with barely some amount. This is one of the greatest ways to
attract more and more customers and also makes possible to increase
sales.
41
SBI Maruti Car Loans
The countrys largest bank and the largest car maker have joined hands
to make affordable car finance available to more and more people across
the country. The mega alliance makes car loans available at lower interest
rates to a wider section of people, with transparent terms and conditions.
42
Marketing Strategies of Hyundai
Advertisements
Hyundai had used Bollywood star Sharukh Khan as Brand Ambassador
for promoting their car. Through this they tried to attract the customers.
To promote their product they organized quiz contests on radio and the
person who wins was offered special discounts, gift vouchers, coupons,
etc.
They also advertise in Newspapers. In this companies advertise about the
car in various newspapers and they give detail explanation about the
feature of the cars, keeping customers requirement. They also provide
various dealers addresses and contact numbers for reference.
43
Free checkups
Hyundai arranges free checkups from time to time in which they check for
any problem and advice to visit the nearest service center for servicing.
This helps in maintaining good relationship with customers and tries to
keep good image in market.
Exchange offers
As Hyundai deals in second hand cars also. They offer exchange offers to
customers. And by paying adjusted amount customer can get brand new
car in exchange of old once. Exchange offer makes customer happy as
they dont have to pay full amount also, they get new car also and their
old car gets replaced also with new one.
44
Cold callings
In this type of strategies old customers are given a relationship call just to
know some other references. This gives a boost to sales and customers
also feel a sense of involvement. Hyundai gets maximum sale through
such type of cold callings only.
Display
45
QUESTIONAIR-
RE
46
INTERPRETATIONS TO QUESTIONAIRRE
Dealers Survey
Marutis Survey:-
From the survey of 5 dealers it was found that every dealer
positively replied that marketing strategies had helped them to increase
the sales of their product.
Hyundais Survey:-
Even 5 Hyundai dealers positively replied that marketing strategies
helped them to increase the sales of their product.
Marutis Survey:-
Dealers replied that from the various marketing strategies enquiries
for the new launches increases and thus indirectly sales. It also increases
references and contacts.
Hyundais Survey:-
Dealers replied that strategies created awareness amongst customers
and increases walkins.
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Promotional Strategies used
Marutis Survey:-
Maruti dealers conduct various events at malls, at workshops and at
near banks and government offices. They also give advertisements in
local newspapers and distribute pamplets.
Hyundais Survey:-
Dealers conduct cold callings i.e. calling old customers. They give
advertisement in papers, conduct roadshows and conduct service
checkup camps. Gives exchange offers.
Attraction of Customers
Marutis Survey:-
Dealers replied that most of the customers are attracted through
media advertisements and mouth publicity and also through old
references.
Hyundais Survey: -
Dealers replied that most of the customers are attracted through
references and walk-ins and mouth publicity also helps in attracting
customers to new product.
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1) DO YOU THINK MARKETING STRATEGIC HELPS TO INNCREASE SALES OF
PRODUCT?
YES 98.4%
NO 1.6%
Most of the customers prefer to buy after seeing some one elses
experience. Thus word of mouth publicity acts as the marketing strategy
for company whereas others are attracted to T.V ads, brand
ambassadors, etc .
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2) DOES A GRAND LAUNCH OF A CAR MAKES SELLINGS OF A CAR EASY?
YES 72.8%
NO 27.2%
50
YES 54.8%
NO 45.2%
Most of the customers prefer to buy after seeing some one elses
experience. Thus word of mouth publicity acts as the marketing strategy
for company whereas others are attracted to T.V ads, brand
ambassadors, etc .
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DIESEL VERSION 54.4%
L.P.G.VERSION 4.8%
Maximum
customers
still prefer to
buy petrol
version cars
rather than
diesel or LPG
version. Even though LPG user 5%, diesel versions 53%,and petrol
version 42%are economical in usage.
5) WHILE BUYING THE CAR,WHAT ARE THE CRITERIA INN THE BUYERS
MIND?
QUALITY 16%
PERFORMANCE 34.4%
MILAGE 29.6%
PRICE 20%
52
It was found that while purchasing the car customers look for the
complete car of their choice which gives them good performance, looks,
mileage and also it should be reasonable in price.
53
Above market share graph shows us that in automobile industry still
Maruti Suzuki is enjoying highest market share. And then comes
companies like TATA and Hyundai Motors India Ltd.
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Way of Purchase
Marutis Survey:-
According to dealers cars are sold mostly on EMI basis
67%,Cheque basis 22% , cash basis 10% customers purchase cars on
this basis.
55
Fig 8
People like to switch another brand with additional features 48% people
Easley switch to other brand but 52% people no switch to other.
56
Both Maruti and Hyundai dealers believe 100% in Customer
satisfaction and after sales service because they think that if customer is
fully satisfied with its service then only he will return to same company for
purchase otherwise he will shift to another car companies product. And
better sales service will create good image in mind of customers.
The expectation level of people is always high, this graph shows
switching leval Moderate 55%, High40%, Extremely high 4% and low 1%.
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Fig 10
In jaipur lots of people use different brand of car but most of people use
Maruti Suzuki car due to the low mentnance car in this graph, 49%
peoples use swift ,13% Ritz, Alto 9%, wagon r .
58
FINDING
59
Findings
Swift from Maruti and i10, i20, and Santro from Hyundai are most
demanded cars by customers.
From survey, it was found that around 64% were Maruti users.
60
SUGGESTIONS
AND
RECOMMENDATIOS
61
Suggestions and Recommendations
To Dealers
62
To Company
Maruti should more frequently come with mid-size models like sx4
and swift as this sedan model is doing very good in market.
Company should try to give some good schemes and offers and
discounts for old and new customers.
Maruti should try to expand its range of cars from small car and
hatchbacks to more mid-size cars like sx4 and swift mid size
version.
63
CONCLUSION
64
Conclusion
Maruti suzuki is good in its marketing strategy and shows good results.
And as Maruti has its vast network of dealers and service centers they
are able to provide good after sales services and are able to maintain
good relationship with customers which is their strongest point. Maruti is
also benefited with its goodwill and Brand name which is already there in
market. So Maruti can use these as an opportunity to bring new and
innovative car models in market and try to attract more and more
customers. It can be seen that Maruti is trying to attract customers from
all segments by launching cars like sx4, Swift, Ritz but their main
preference is A segment cars only
65
ANNEXURE
66
Annexure
Q.5) While Buying the Car, what are the criteria in the Buyers Mind?
a) Quality b) Performance c) Milage d) Price
67
Q.8) Would you like to switch another brand with additional features?
a)yes b)No
Q.9) If yes,what is your level of switching?
a)Extremely high b)High c)Moderate d)Low
68
BIBLIOGRAPY
69
Books
Marketing
Author- Dr.N.Rajan Nair
Sanjith R Nair
Publications- Sultan chand and Sons
Marketing Management
Author- Philip Kotler
Publications- Prentice Hall of India Pvt ltd.
Magazines
Auto Drive
Indian Auto
Over Drive
Websites
www.marutisuzuki.com
www.hyundai.com
www.google.com
www.autoindia.com
www.overdrive.com
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