“Brand Awareness in Maruthi Suzuki ”

in “Maruthi Suzuki”
Project Report
Submitted to Osmania University in partial fulfillment of the requirements for
the award of the degree of

Master of Business Administration

By
MOHAMMED ISSA ABDALLAH
HALL TICKET NO: 100409672328
University College of commerce and
Business management,OU
Univessity main Campus
HYDERABAD
2009-2011

1
 DECLARATION

I MOHAMMED ISSA ABDALLAH declare that this project

report titled “Brand Awareness in Maruthi Suzuki” a case study of selected Brand
Awareness in Maruthi Suzuki under the guidance of Mr. Praveen G And Ramu
.Telika from(Maruthi Suzuki) and prof., B.S.Rao University College of commerce
and Business management, OU pg college.
I declare it as my original work submitted as a partial fulfillment of
requirement for the award of post graduate degree in business administration.

(MOHAMMED ISSA ABDALLAH)

2
 Acknowledgement

The euphoria of the competition of the project will be nothing without mentioning
the persons who have helped me in doing so.
Iam extremely thankful to Maruthi Suzuki for giving me this opportunity toconduct
project on “Brand Awareness in Maruthi Suzuki” I take this opportunity to thank Mr.
Praveen kumar of (Maruthi Suzuki ) for his valuable guidance and arranging
helpful consultancy sessions,
I extend my thanks to my project guide prof B.S .Rao of University College of
commerce and Business management, OU pg college pg college for his valuable
help.

(MOHAMMED ISSA ABDALLAH)

3
 University College of commerce and
Business management,OU
University main Campus
HYDERABAD
2009-2011

CERTIFICATE

Date:

This is to certify that the project report Titled “Brand Awareness in

Maruthi Suzuki” and the project work carried out at “Maruthi Suzuki”, being
submitted by MR MOHAMMED ISSA ABDALLAH in partial fulfillment for
the award of Degree of Master of Business Administration, to Osmania
University is a record of the Bonafide work carried out by him/her under our
guidance and supervision.

Internal Guide HOD Principal

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 Table of contents

1. Introduction to Brand awareness

2. Types of brands

3. Need for study

4. statement of the problem

5. Objectives of the Study

6. Company profile

7. Analysis of the study

8. Findings

9. Suggestions

10. Conclusion

11. Bibliography

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 Abstract:

Today the world economy has undergone a radical transformation in the last two
decades. The companies are emerging at the faster level. The technology and advances have
permitted companies to widen substantially both the Markets and suppliers sources. Now as
companies are emerging with their new products, marketing has become exuberant activity in
expanding the market globally.

Marketing starts with human need and wants. It is a human activity directed at
satisfying needs and wants through exchange process.

Marketing management deals with identifying and meeting human and social needs. It
is basically a meeting needs profitability.

In other words we can say that “It is the process of planning and executing conception,
pricing, promotion and distribution of ideas, goods and services to create exchanges that
satisfy individual and organizational goals”. The aim of marketing is to know and understand
the customer so well, that the product or service fits him and sells itself.

It acts as an instrument to lift up the standard and life style of the economy with the
help of marketing; we are able to get the products at our doorstep at our choice and needs. The
whole economy would be sluggish if marketing did not exist. Marketing is of critical
importance because it maintains stability in the economic condition.

Marketing is an existing, dynamic and contemporary field. It is recognized as the most

significant activity in the society.

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 Marketing has a widest connection which includes in its fold selling, buying,
Transportation, warehousing, pricing and packaging. All these activities geared up together to
reach strong preferences for particulars “BRAND AWARENESS”

As such today’s companies are facing the toughest competition everywhere marketing
is playing a very important role.

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 INTRODUCTION TO BRAND AWARENESS

With the opening of the market or the post liberalization period has resulted in many
companies entering the markets with offerings of their goods and services.

In the earlier stages of economic revolution consumer had to accept what the
manufacturer has produced. But today’s consumers are much more educated, demanding,
expect lot more to suit their ever changing life styles. There by their quality expectations have
been elevated from time to time in order to rebuild it-self around its customer.
The manufacturer should be able to satisfy, with the type of product and services to match the
ever-changing customer requirements.

In developing a marketing strategy for products, the sellers have to confront the
branding decision. Brand is a major issue in product. Customers have strong preference for
particular versions and brands of basic goods and services. The manufactures eventually learn
that market power lies with the brand name companies. Consumers buying decisions are
influenced by the brand.

In this competitive world, the “Brand plays an important role and a brand is very
prominent asset owned by an organization. Brand is endowed with awareness, perceived
quality, associations and brand loyalty. Brand is presented as creative idea.

A brand is a promise of the seller to deliver a specific set of benefits or attributes or

services to the buyer. Brand represents a level of quality.

Meaning
A Brand is symbol, a mark, a name that acts as a means of communications which
brings about an identity of a given product.

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 A Brand in short is an identifier of the seller or the maker. A brand name consists of
words, letter or numbers that can be vocalized. Brand mark is the visual representation of the
brand like a symbol, design, distinctive coloring or lettering. Brand creates a bond between
the customer and a product.

Definition:
According to American marketing association “A Brand is defined as a name, item, sign,
symbol or special design or some combination of these elements that is intended to identify
the goods or services of one seller or a group of sellers. A brand differentiates these products
from those of competitors.

In the word of Philip kotler

“A brand is a name, term, sign, symbol or design or combination of them. Intended to identify
the goods or services of one seller or group of sellers and to differentiate them from those of
competitors.

Role of Branding
In today’s world brand names come to create identify to distinguish one product from another.
The following points to pin down its precise role.

 Brand is a massive asset: Brand is an intangible asset, because it is impossible to

duplicate brand name.

 Brand is promotional tool: The product differentiation is done by a brand through sales
promotion.

 Brand is a weapon to protect Market: A consumer has tried and liked a product, the
brand enables him to identify the product and repeat the purchase.

 Brand is antidote for middle men’s survival: The class of middle man always tends to
go for a successful brand.

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  Brand is a means of identifications of customers: Brand is the easiest way of
identifying product or service by customers.

A brand can convey the consumers through six levels as shown below:

Brand Conveying
the Consumer

Attributes

Benefits

Values

Culture

Personality

User

Attributes: a brand first brings to mind certain attributes for a particular product.
Benefits: consumers are buying benefits of the product with brand.
Values: the brand tells about values which says same thing about the product values.
Culture: the brand represents a different culture.
Personality: a brand project a personality which can be person, animal or object.
User: the brand suggests its own target audience to use the product.

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TYPES OF BRANDS

Brand

Manufacturer National Private Single Multiple Family

Brand Brand Brand Brand Brand Brand

Brand Awareness of the Product

Aware of brand, when its presence is registered in the mind of consumers. The level of
awareness can range from mere recognition to recall to top of mind to dominant. The
company is spending money to keep brand in consumer’s memory.

A strong brand awareness means easy acceptance of new products. Brand with strong
awareness can brought and sold to create brand name with enduring strength.

An organization can put its customer awareness, identify and develop it further to
build strong brand. It is enhanced by creating a brand loyalty and establishing brand identity
of a product.

Brand awareness is asset which brand managers create and enhance to build brand
equity. It is related to the nature and features of product. It leads to brand strength which is
constituted by measuring the variable like leadership, stability, Market, geographic, trend,
support and protection etc…

Creating brand awareness with the use of advertising, promotion event management
etc… a different brand has different kind of awareness which retains recognition.

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 Brand awareness satisfies a need of the consumer. A consumer as aims, ambitions,
motivation drives and desire. Consumer feels more powerful when he uses the brand.
Satisfactions or preference for a brand shows how loyal the consumer is likely to be brand.
Now a day’s consumers are experience with brand awareness for different product, where the
consumers expectations levels are increased towards brand, product etc…

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NEED FOR THE STUDY

Today costumers are facing a growing range of choice in the different brands of
products and services. They are making their choice on the basis of their perceptions of brand,
quality service and value.

Companies need to understand the rapid growth of global market place. Where, the companies
should choose brand names with an eye to their global reach.
This study is not concerned only with brand awareness but deals also with other facts. It
includes a wide preview of

 From where did they come to know about the product?

 Did they feel that the brand is important to purchase?
 If given, would they like to purchase same brand product again?
 Did they feel that the branded product matches their expectations?
 How the brands influence the market?
 How relevant the brand towards trend?
 Do brand suggestive to the products?
 Are they satisfied with the brand, price, quality etc…?

These questions will help in understanding better, what factor influence the people about
brand awareness?
The marketers have realized that they have to take technical decisions concerning the
brand to cater to the needs of the consumers to develop brand identify and brand position.The
company must understand how their consumers perceive brand, quality and how much they
expect.

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 Therefore, it becomes very necessary to understand, analyze and evaluate the brand
awareness in a systematic manner and act accordingly for existence.

OBJECTIVES OF THE STUDY

 To identify the consumer needs.

 To know the brand image Maruthi Suzuki.

 To measure the brand image towards Maruthi Suzuki.

 To know the consumer attitude and demand towards the brand Maruthi Suzuki.

 To find opinion about brand and service provided by Maruthi Suzuki.

 To find the effectiveness of advertisement in developing the brand Maruthi Suzuki.

 To know the consumers reaction towards brand Maruthi Suzuki in respect of price,
offers-schemes etc…

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SCOPE OF THE STUDY

The study plays a very important role in market research. It also helps to understand and
identify the human action towards brand.

The information thus gathered by conducting a systematic market research would help to
finding out the brand awareness of the consumers.

This study was mainly focused towards people of Bangalore who belong to different age
group and reside in different localities, in order to find out their preference given to particular
brand.

METHODOLOGY

Data is the information collected from various sources. It is concerned with gather
accurate and proper knowledge about the problem that is in hand. Formally there are 2 types
of gathering information namely primary data and secondary data.

Data collection mode: Two methods have been used to collect the relevant data, which are
essential for the study, they are:

Primary Data: data is collected to obtain desired information through structured

questionnaire.

Secondary Data: it is compiled through books, magazines, newspapers and internet etc…

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Sampling plan:
A small selection of the large group which is taken for interviewing is called sampling.
A sample is taken representative and adequate which gives proper information.

In order to study “brand awareness towards Maruthi Suzuki” the following sampling plan was
adopted.

Sample size:
A sample size of hundred was taken in order to carry the study.

Sampling unit:
For this survey the target population consisted of people residing in various localities
of Bangalore between the age group 20-70 who are the users of Maruthi Suzuki. Instrument of
data collection is questionnaire.

Sampling technique:
A simple random technique was adopted to select the representative sample from the
sampling unit.

Tools for data collection

Data for this study is collected from both primary and secondary data.
The primary data is collected through a structured questionnaire which was prepared to
interview the respondents.
The secondary data was collected through discussion with officials of the company to
get general information, data was also collected from newspapers, books, magazines,
company records and internet etc…

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LIMITATIONS OF THE STUDY

 The study is restricted to some areas of Hyderabad city.

 The findings of the study are based on the assumption that the respondents divulged
correct information.

 The study is relevant only to present situation and not to future.

 Bias and unwillingness of certain respondents to answering some questions may

hinder the study.

 The study is time bound, due to rapid changes in the market, expectation level of
consumer’s, introduction of new products.

 The study may not be applicable over a period of time

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COMPANY
PROFILE

18
INDUSTRYPROFILE

HISTORY OF AUTOMOBILES
In 1953, the government of India and the Indian private sector initiated manufacturing
processes to help develop the automobile industry, which had emerged by the 1940s in a
nascent form. Between 1970 to the economic liberalization of 1991, the automobile industry
continued to grow at a slow pace due to the many government restrictions.

A number of Indian manufactures appeared between 1970-1980. Japanese manufacturers

entered the Indian market ultimately leading to the establishment of Maruti Udyog. A number
of foreign firms initiated joint ventures with Indian companies. Timeline of Indian automobile
industry:

· 1897 First Person to own a car in India - Mr. Foster of M/s Crompton Greaves
Company, Mumbai

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· 1901 First Indian to own a car in India - Jamshedji Tata
· 1905 First Woman to drive a car in India - Mrs. Suzanne RD Tata
· 1905 Fiat Motors
· 1911 First Taxi in India
· 1924 Formation of traffic police
· 1928 Chevrolet Motors
· 1942 Hindustan Motors
· 1944 Premier Auto Limited
· 1945 Tata Motors
· 1947 Mahindra Motors
· 1948 Ashok Motors
· 1948 Standard Motors
· 1974 Sipani Motors
· 1981 Maruti Udyog
· 1994 Rover Motors
· 1994 Mercedes Benz
· 1994 Opel
· 1995 Ford Motors
· 1995 Honda SIEL
· 1995 Reva Electric Car Company
· 1995 Daewoo Motors
· 1996 Hyundai Motors
· 1997 Toyota Kirloskar Motors
· 1997 Fiat Motors (Re-Entry)
· 1998 San Motors
· 1998 Mitsubishi Motors
· 2001 Skoda Auto
· 2003 Chevrolet Motors (Re-Entry)
Following the economic reforms of 1991, the automobile section underwent deli censing and
opened up for 100 percent Foreign Direct Investment. A surge in economic growth rate and
purchasing power led to growth in the Indian automobile industry, which grew at a rate of
17% on an average since the economic reforms of 1991.
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The industry provided employment to a total of 13.1 million people as of 2006- 07, which
includes direct and indirect employment. The export sector grew at a rate of 30% per year
during early 21st century. However, the overall contribution of automobile industry in India to
the world remains low as of 2007.
Increased presence of multiple automobile manufacturers has led to market competitiveness
and availability of options at competitive costs. India was one of the largest manufacturers of
tractors in the world in 2005-06, when it produced 2,93,000/- units. India is also largely self-
sufficient in tyres production, which it also exports to over 60 other countries. India produced
72 million tyres in 2010. Fig. showing the

2010 the market share of automotive company of India.

OVERVIEW
India’s car market has emerged as one of the fastest growing in the world. The number of cars
sold domestically is projected to double by 2010, and domestic production is skyrocketing as
foreign makers are setting up their own production plants in India. The government’s 10-year
plan aims to create a $145 billion auto industry by 2016.

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According to McKinsey, the auto sector’s drive to lower costs will push outsourcing. The auto
sector could be worth $375 billion by 2015, up from $65 billion in 2002. McKinsey thinks
India could capture $25 billion of this amount. Out of 400 Indian suppliers, 80 percent have
the ISO 9000 certificate—the international standard for quality management.
The production of automobiles in India is largely aimed at local consumers. Several Indian
Manufacturers also export a diverse variety of auto components. Tiku (2008) predicts a sale of
4.2 million four wheeler automobiles in India by 2015. Indian passenger vehicle exports are
also expected to rise from 170,000 in 2006 to 500,000 in 2010. Indian automobile companies.

COMPANY PROFILE
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Maruti Suzuki India limited, a subsidiary of SMC, Japan, is the leader in passenger cars and
multipurpose vehicle (MPVs) in India, accounting for almost 55% of the total industry sales.
The company formerly known as Maruti Udyog limited was incorporated as a joint venture
(JV) between government of India and SMC, Japan on 24 th February, 1981.The first car was
rolled out from its Gurgaon facility on 14 Dec 1983.Since then; it has sustained its leadership
position in the Indian car market.
We, at Maruti Suzuki, celebrated 26 years of car manufacturing in India 2009-10. Having
achieved manufacturing excellence in India, we are now in the process of enhancing our R&D
capabilities to design and develop cars.
In 2009-10, the company sold 722,144 cars in the domestic market and exported 70,023
cars .Cumulatively, it has produced and sold over seven million cars .The total income of the
company for 2009-10 stood at Rs. 214,538 million (USD4.46 billion@ 1USD=Rs.48). We
now aim at selling 750,000 units in the domestic market and exporting 130,000 units in 2009-
10.

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Maruti Suzuki has a strong balance sheet with Reserves and Surplus of Rs.92, 004 million &
debt equity ratio of 0.07 as on 31st March, 2010.
DOMESTIC SALES AND SERVICE NETWORK
TOTAL SERVICE NETWORK--------------2767
TOTAL SALES NETWORK-------------681
REGIONAL OFFICES--------------------16
AREA OFFICES----------------------09
ZONAL OFFICES------------------04
DELHI CORPORATE OFFICE The company has the largest sales and service network
amongst car manufacture in India .It had 681 sales outlets in 454 cities as on 31 st March,
2009. The car park of the company is in excess of seven million vehicles and to service this
car park ,the company has 2,767 service workshops in 1,314 cities .The service network of
Maruti Suzuki includes Dealer workshop, Maruti Authorized services stations
(MASs),Maruti service masters (MSM)and Maruti service Zones (MSZ).
Besides selling and servicing vehicles, the company provides its customers with “one stop-
shop” experience such as automobile Finance, Automobile insurance, Maruti Genuine Parts
and Accessories, Extended warranty and Maruti Certified pre-owned car outlets in 181 cities
as on 31st March, 2009.
EXPORTS
Maruti Suzuki exported the first lot of 500 car to Hungary in September, 1987.Presently, we
are exporting to over 100 markets in Europe, Asia, Latin America, Africa and
Oceania.In2008-09, the company launched a new model A-Star that meets stringent European
safety and emission regulation. The company has exported over 500,000 cars so far.
PORT FACILITIES FOR EXPORT
In 2009-10, in association with Mundra Port SEZ Limited, the company had set up the
company had set up the state-of -the art facilities at Mundra Port ,Gujarat for Export terminal
offers a “Roll On, Roll Off”(RORO) berth ,which speeds up the loading process and
minimizes the chance of damage to cars. The company also has a Pre-Delivery Inspection
(PDI) Centre at Mundra.
In a first of its kind initiative, the company, in partnership with Indian Railways, has
developed double Decker rail wagons for transporting export cars Mundra.

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 MARUTI AND CRM:-  Maruti created a land-mark in CRM by launching a website for
the customers in the year 1998.
 Maruti Auto Card-- Auto Card brings the customer all the advantages of an international
credit card in addition to bringing the customer an opportunity.
MARUTI SUZUKI SALES IN 2009-2010 (MILSTONE)
Car market leader Maruti Suzuki India Limited sold a total of 10, 18,365 vehicles in 2009-10.
This is the first time in Indian automobile history that a car company has sold over a million
units in a financial year. This included 8, 70,790 units sold in the domestic market, the highest
ever by the company in a fiscal. The export sales of 1, 47,575 units in the year were the
highest ever annual exports by the company.

The total sales numbers in 2009-10 mark a growth of 29 per cent over last financial year.
Maruti Suzuki's total sale in 2008-09 was 792,167units.

The domestic sales in the fiscal, in A2 segment grew by 23.8 per cent while in the A3 segment
the sales growth was 30.8 per cent, as compared to 2008-09

The export numbers in the year were led by A-star. This fuel efficient compact car clocked
over 1.27 lakh export sales in the fiscal. A-star was exported across Europe including United
Kingdom, France, Germany, Italy, Netherlands etc. The major non-European export markets
are Algeria, Chile, Indonesia and neighboring countries. South Africa, Hong Kong, Australia
and Norway were new markets where Maruti Suzuki cars were exported during the year.

March 2010 Sales

During March 2010, Maruti Suzuki sold total of 95,123 units, growing 11 percent over March
2009 (85,669 units). The March 2010 numbers include domestic sales of 79,530 units and the
highest ever monthly

exports of 15,593 units. The previous highest monthly exports were in August 2009 at 14,847 units.

The sales numbers for March 2010 and the fiscal 2009-10 are as under:

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 In March Till March
Segment Models
2010 2009 % Change 2009-10 2008-09 % Change
A1 M800 2762 2430 13.7% 33028 49383 -33.1%
C Omni, Versa, Eeco* 10875 6021 80.6% 101325 77948 30.0%
Alto, Wagon-R,
A2 Estilo, Swift, A-Star, 54763 55415 -1.2% 633190 511396 23.8%
Ritz*
A3 SX4, DZire 10453 8595 21.6% 99315 75928 30.8%
Total Passenger Cars 78853 72461 8.8% 866858 714655 21.3%
MUV Gypsy, Grand Vitara 677 1394 -51.4% 3932 7489 -47.5%
Domestic 79530 73855 7.7% 870790 722144 20.6%
Export 15593 11814 32.0% 147575 70023 110.8%
Total Sales 95123 85669 11.0% 1018365 792167 28.6%

*Ritz launched in May 2009, Grand Vitara launched July 2009 and Eeco launched in January 2010

On March 23, 2010, Maruti Suzuki rolled out the one millionth car of the year 2009-10. This feat takes the
company into a very select group of global automakers with such volumes.

Maruti Suzuki is now expanding its production capacity to reach 12, 50,000 units (1.25 million) by 2012. In
March 2010, the company announced an investment of Rs 1,700 Crore for expansion of the production
facilities by 2.5 lakh units at its Manesar plant.
A spate of new launches and product refreshments during 2009-10 helped the company to clock sterling
performance in the fiscal. These included Maruti Suzuki Ritz (May 2009), all-new Grand Vitara (July'09),
new Estilo with K-series engine (Aug'09), new SX4 with VVT engine and SX4 with automatic transmission
(Oct'09) and Eeco (January 2010).

MARUTI SUZUKI SALES IN MAY 2010

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The sales figures for May 2010 are given below:

In May Till May

April'09 -
Segment Models % %
2010 2009 2010-11 2009-10 March'10
Change Change
A1 M800 2558 2336 9.5% 4816 4681 2.9% 33028
Omni, versa,
C 12953 7619 70.0% 23607 15343 53.9% 101325
Eeco*
Alto, Wagon-R,
A2 Estilo, Swift, 62679 53760 16.6% 119095 100577 18.4% 633190
Ritz*, A-Star
A3 SX4, D'zire 10883 6782 60.5% 20877 13848 50.8% 99315
Total Passenger Cars 89073 70497 26.4% 168395 134449 25.2% 866858
Gypsy, Grand
MUV 968 288 236.1% 1680 1193 40.8% 3932
Vitara*
Domestic 90041 70785 27.2% 170075 135642 25.4% 870790
Export 12134 9087 33.5% 25158 15978 57.5% 147575
Total Sales 102175 79872 27.9% 195233 151620 28.8% 1018365

AWARDS
Indian award
No. 1 in Initial Quality Study - JD Power
Total Customer Satisfaction - TNS Study
Car of the Year - BS Motoring
Car of the Year - CNBC Autocar
Best Value for Money Car - CNBC Autocar
Best Design and Styling - CNBC Autocar
Viewer's Choice - CNBC Autocar
Small Car of the Year - NDTV Profit
Design Car of the Year - BBC Top Gear

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 Car of the Year – Overdrive
Number one premium compact car in - JD POWER INDIA APEAL STUDY 2007
International Awards

Japan:
 RJC Car of the Year - Automotive Researchers' & Journalists' Conference
 2005-2006 Car of the Year Japan "Most Fun" - COTY
 Goof Design Award - Japan Industrial Design Promotion Organization

 Car view of the Year 2005-2006 - Car view

Iceland:

 Car of the Year 2006 - BIBD the Association of Automotive Journalists

Ireland:
 Samper it Irish Car of the Year 2006 - Irish Motoring Writers Association
New Zealand:
 Fairfax AMI Small Car of the Year - AUTOCAR

 National Business Review Small Car of the Year - The National Business Review

Australia:
 2005 Cars guide Car of the Year - Cars guide

United Kingdom:
 2005 Car of the Year - CAR (Automobile Magazine)
Malaysia:
 NST MasterCard Car of the Year 2005 "Small Car" - New Strait Times
China:

 2005 CTV COTY "Economical Car" - CCTV

 Motor Show COTY "Hatchback" - 2005 Shanghai International Motor Show

 Most Popular Hatchback Car - 4th Changchun Motor Show
 2005 Shenzhen Market Car Ranking "Best Design" - Shenzhen Daily

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  2005 Chengdu Market Car Ranking "Best Design" - Chengdu Economic Daily

SWOT ANALYSIS OF MARUTI SUZUKI

STRENGHS
 Bigger name in the market
 Trust of People
 Maruti Udyog Ltd. is the market leader for more than two decade.
 Has a great dealership chain in the market.
 Better after sales service
 Low maintenance cost of vehicle
WEAKNESSES
 Exports are not that good.
 Lesser diesel models in the market compare to others
 Global image is not that big
OPPORTUNITIES
 Great opportunities to go global with success of Swift and SX4All over
 Introduction of more diesel models. The diesel car segment is growing.
 Opportunity to grow bigger by entering into bigger car markets
 Already a market leader so great opportunity to be the king of market in every stage of
industry
THREATS

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  Foreign companies entering market; so a bigger threat from MNCs.
 To the market share, as many big names are coming in the industry
 There is hardly any diesel models
 Rs. 1 lakh – Rs. 1.5 lakh car

COMPANY PRODUCT
The company offers a portfolio of 13 brands, ranging from the people’s car Maruti 800 to the
stylish hatch – back, Swift, SX4 sedan and luxury sport utility vehicle (SUV), Grand Vitara.
More than half the cars sold in India wear a Maruti Suzuki badge. As per the classification by
the society of Indian Automobile manufacturers (SIAM), Maruti Suzuki models are
categorized under the following heads:
A1 Segment (up to 3400 mm) : Maruti 800
A2 Segment (3400 mm to 4000 mm): Alto, Estilo, WagonR, A-star, Ritz, Swift
A3 Segment (4000mm to 4500 mm): Dzire & SX4
Multy utility Vehicle (MUA) Segment: Gypsy & Grand Vitara
Multi Purpose vehicle (MPV) Segment: Omni & Versa
(1)Maruti 800 -change your life: - Maruti 800 has gone beyond just being a car

; It has transformed the lives of countless people, by bringing the joy

of motoring to million across the length and breadth of the country.
(2)Alto-Let’s go:- Alto is a great combination of economy, practicality & styling, It

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 exemplifies the benchmark in build ,quality & reliability in a compact
car. These a attributes make it the largest selling car in Indian automobile market .This is
testified by the 24 hr endurance record set by covering 3,082 kms in 24 hrs at an average
speed of 128 kmph.
(3)Dzire-The heart car: - A car that has everything you ever desired; striking looks, l

luxurious interiors & enough power to capture your heart just

slide in the DZire & take it for a spin, it’s sure to steal many a heart, beginning with yours.

(4) SX4- Men are back:- Revolutionary European design ,world class “drive by wire”

technology, most spacious in its class, steering mounted audio

controls, maximum ground clearance in its class ,high on safety with dual airbags, Anti-lock
Brake system (ABS) & Electronic rack force Distribution (EBD) feature.
(5) GRAND VITARA*-2.4-Reloaded:- Distinctively styled, the third generation Grand

Vitara takes three decades of Suzuki SUV heritage to the next

level. The Vitara model first hit the road in Japan in 1988 as a 3-door part –time four wheel
31
drive (4WD). In its second avatar, the Vitara came armed with a stylish design, superior
engineering and a new name, the Grand Vitara. Launched in India on 1st July, 2009
(6) VERSA –The joy of travelling together:- Experience the joy of travelling together.

Equipped with twin –ACs, large sliding doors and flexible seating,
the Versa encourages family and friend to enjoy long drives and getaways together. In spite of
being so spacious, its design allows for easy maneuverability in the city.
(7) SWIFT –You are the fuel: A new kind of computer car ,one that’s based on a fresh

approach to design and development, Swift delivers the kind of

driver and passenger experience that places it in a class of its own and has true worldwide
appeal.

(8) OMNI –Ab Kamyabi se hai sirf Omni bhar ka faasla

Omni is truly India’s original MPA .Today it as available in five variants-5 seater, 8 seater,

Cargo, Ambulance & liquefied petroleum Gas (LPG).It meets

diverse needs across different user segments & can double up both as a people carrier and a
goods carrier .it is easy on the pocket, yet tough on the job.

32
(9) WAGONR-For the smarter race:- Drive with complete peace of mind .The world class

safety features of the WagonR keeps you safe and secure, always.
Wearing new vibrant colors, the new WagonR is full of freshness and energy to keep you
charged up and always ready to go.
(10) GYPSY KING –There is a Gypsy in everyone:- With superb maneuverability,

maneuverability, smooth handling and raw energy packed in to a

sleek yet rugged frame, the Gypsy King is the real adventure MUV ,whether ploughing
through the dirk tracks, climbing formidable terrain or making way through the city traffic
.Maruti Suzuki is proud to support the operations of our country’s defense services with the
tailor made Gypsy King .Gypsy has proved its mettle during defense operation in the
Himalayas and Thar desert.
(11)ESTILO*-Take a fresh view of life:- The all new ESTILO is a new landmark in terms of

design and technology, with its all new aerodynamic design , Estilo
sets the benchmark and makes each drive a fresh new experience .Complementing its stylish
looks are new ,classy and elegant interiors that redefine comfort .What’s more ,the all new
Estilo with its advance K-series engine gives you incredible power each time you turn on the
ignition.*Launched in August,2009

33
(12) A-STAR- Stop @ Nothing:- Designed to perfection ,driven only to succeed ,A-Star has
taken over the world. Made in India to meet European standards, the car symbolizes the

beginning of a revolution with its unique aerodynamic stylish

,Powered by the latest state –of-art ,light weight K-series petrol engine, it has the best in class
pick-up and segment beating mileage of 19.59 kmpl. It is expected to many European and
Non-European countries under the brand name of Suzuki alto and Suzuki Celerio respectively.
As tested by Automotive Research Association of India (ARAI),Pune ,India’s premier
automotive research agency.
(13) RITZ*-live the moment:- The Ritz combines modern European design, the sportiness of

the swift, the latest in engine technology and Suzuki’s globally

acclaimed expertise in compact cars, Ritz is an exceptional blend of modern design &
practicality .The interior of the car are smartly styled providing a very comfortable space to
all the people in the cabin .The K12M petrol engine and 1.3 liter DDiS diesel engine
powering the Ritz are supremely refined & silent with best in class fuel efficiency.*launched
on 15th May,2009.
Product Line Products

A1------- 800

34
A2------- Alto, Zen, WagonR, Swift, A-star

A3------- D ZiRE, Sx4

SUV---- Vitara, Gypsy

C - ----Class Omani, Versa

DATAANALYSIS & INTERPRETATION

35
Table 1
Classification of the respondents on the basis of their Occupation

Total respondents 100:

Sl. No. Occupation No of Respondents Percentage

1 Working 70 70 %
2 Non Working 30 30 %
Total 100 100 %

Interpretation

36
The above table interprets that the working class constitutes 70 % and the non working class
30 % of the respondents.

Majority of the respondents are form working class who use Maruthi Suzuki connection, apart
this interesting to note that even non working class also use Maruthi Suzuki connection
significantly.

Graph 1
Classification of the respondents on basis of their Occupation

37
Table 2
Classification of respondents on the basis of their monthly income

Total respondents 100:

Sl. No. Income No of Respondents Percentage

1 <5000 10 10 %
2 5000 – 10000 40 40 %
3 10000 - 15000 23 23 %
4 15000 and above 27 27 %
Total 100 100 %

Interpretation

The above table interprets that

10 % of respondents belong to the income group of less than 5000, 40 % of respondents
belong to the income group of 5000 – 10000, 23 % of respondents belong to the income group
of 10000 – 15000 and the remaining
27 % of respondents belong to the income group of 15000 and above.

The above data indicates that most of the respondents belong to the middle and upper income
group which play an important role in purchase of Maruthi Suzuki.

38
Graph 2
Classification of respondents on the basis of their monthly income

39
Table 3
Classification of respondents on the basis of their awareness towards different Auto Mobile
companies.

Total respondents 100:

Sl. No. Brand Prefer No of Respondents Percentage

1 BMW 34 34 %
2 TaTa 18 18 %
3 Hundai 23 23 %
4 Maruthi Suzuki 22 22 %
5 Fords 03 03 %
Total 100 100

40
Graph 3
Classification of respondents on the basis of their awareness towards different Auto mobile
Companies

Interpretation

The above table interprets that 34 % of the respondents are aware of the brand BMW, 18 % of
the respondents are aware of the brand TaTa, 23 % of the respondents are aware of the brand
Hundai, 22 % of the respondents are aware of the Maruthi Suzuki and 3 % of the respondents
are aware of the Fords..

41
Table 4

Classification of respondents on the basis of their usage of other Auto Mobile other than
Maruthi Suzuki

Total respondents 100:

Sl. No. Other Mobile Network No of Respondents Percentage

1 India Infoline 51 51 %
2 Indiabulls 15 15 %
3 Carvy 20 20 %
4 Maruthi Suzuki 12 12 %
5 Anagram 02 02 %
Total 100 100

Interpretation

The above table interprets that 51 % of the respondents are using India Infoline, 15 % of the
respondents are using Indiabulls, 20 % of the respondents are using Carvy, 12 % of the
respondents are using Maruthi Suzuki and 2 % of the respondents are using Anagram.

42
Graph 4
Classification of respondents on the basis of their usage of other network other than Maruthi
Suzuki

2%
12%

20%
51%

15%

43
Table 5

Classification of respondents on the basis of their influence to trade through different

brokerage companies..

Total respondents 100:

Sl. No. Media No of Respondents Percentage

1 T V Ads 25 25 %
2 Print Media 27 27 %
3 Radio (FM) 08 08 %
4 Hoardings 12 12 %
5 Word of mouth 28 28 %
Total 100 100

Interpretation

The above table interprets that 25 % of the respondents are influenced to purchase by TV Ads,
27 % of the respondents are influenced to purchase by Print Media, 08 % of the respondents
are influenced to purchase by Radio (FM), 12 % of the respondents are influenced to purchase
by Hoardings, 28 % of the respondents are influenced to purchase by Word of mouth.

Majority of the respondents are influenced to purchase by TV Ads, Print Media and Word of
mouth.

44
Graph 5
Classification of respondents on the basis of their influence to trade through different Auto
Mobile companies.

45
Table 6
Classification of respondents on the basis of their reference to open Demat account
Total respondents 100:

Sl. No. Reference No of Respondents Percentage

1 Family 15 15 %
2 Dealers 21 21 %
3 Friends 33 33 %
4 Self 29 29 %
5 Others 02 02 %
Total 100 100

Interpretation:

The above table interprets that 15 % of the respondents are influenced by Family to open, 21
% of the respondents are influenced by Dealers to Open, 33 % of the respondents are
influenced by Friends to Open, 29 % of the respondents are influenced by Self and remaining,
02 % of the respondents are influenced by Others reference.

46
Graph 6
Classification of respondents on the basis of their reference to purchase

47
Table 7

Classification of respondents on the basis of their opinion towards promoting a brand through
different Medias.

Total respondents 100:

Sl. No. Media No of Respondents Percentage

1 T V Ads 47 47 %
2 Radio 21 21 %
3 Print 18 18 %
4 Hoardings 14 14 %
Total 100 100

Interpretation:

The above table interprets that 47 % of the respondents are given opinion to promote Brand
by TV, 21 % of the respondents are given opinion to promote Brand by Radio, 18 % of the
respondents are given opinion to promote Brand by Print remaining 14 % of the respondents
are given opinion to promote Brand by Hoardings.

Majority of respondents are given their opinion towards promoting a brand by TV Media

48
Graph 7
Classification of respondents on the basis of their opinion towards Promoting a Brand through
different media.

49
Table 8
Classification of respondents on the basis of their opinion towards Brand is important to make
a buying a car.

Total respondents 100:

Sl. No. Opinion No of Respondents Percentage

1 Yes 53 53 %
2 No 47 47 %
Total 100 100

Interpretation:

The above table interprets that 53 % of respondents are given opinion towards Brand is
important to make To Buy A Car.
47 % of respondents are given opinion towards Brand is not important to make To Buy A Car.

50
Graph 8
Classification of respondents on the basis of their opinion towards Brand is important to make
a To Buy A Car.

51
Table 9

Classification of respondents on the basis of their opinion towards Brand Maruthi Suzuki is
influenced their Buying A car .

Total respondents 100:

Sl. No. Opinion No of Respondents Percentage

1 Yes 53 53 %
2 No 47 47 %
Total 100 100

Interpretation:

The above table interprets that the 53 % of respondents are given their opinion that Brand
Maruthi Suzuki influence their To Buy A Car.
Remaining 47 % of the respondents are not influenced by the Brand Maruthi Suzuki.

52
Graph 9
Classification of respondents on the basis of their opinion towards Brand Maruthi Suzuki is
influenced their To Buy A Car.

53
Table 10
Classification of respondents on the basis of their preference towards the Maruthi Suzuki
Total respondents 100:

Sl. No. Reasons No of Respondents Percentage

Maruthi Suzuki as a Popular
1 Brand 25 25 %
2 Service 32 32 %
3 Mileage 13 13 %
4 Offers and schemes 13 13 %
5 Easy to Trade 12 12 %
6 Others 05 05 %
Total 100 100 %

Interpretation:
The above table interprets that the when respondents were asked their usage preference
towards Maruthi Suzuki. 25 % of the respondents said, they like the Maruthi Suzuki as a
popular Brand. 32 % of the respondent said they like the service provided by the Maruthi
Suzuki. 13 % of the respondents said they were motivated by Mileage, 13 % of respondents
said they like the offers and schemes and 12 % of the respondents said that is easy to Trade
and 5 % of the respondents said they used Maruthi Suzuki due to other reasons.

Graph 10
Classification of respondents on the basis of their preference towards the Maruthi Suzuki

54
 5% Networth as a Popular
12% Brand
25%
Service

Mileage
13%
Offers and schemes

Easy to Trade
13%
32% Others

55
Table 11
Classification of respondents on the basis of their opinion towards the Brand Ambassador to
promote a product

Total respondents 100:

Sl. No. Opinion No of Respondents Percentage

1 Yes 45 45 %
2 No 55 55 %
Total 100 100 %

Interpretation:

The above table interprets that 45 % of the respondent said that Brand Ambassador is
necessary to promote a product. 55 % of the respondent said that Brand Ambassador is not
necessary to promote a product.

56
Graph 11
Classification of respondents on the basis of their opinion towards the Brand Ambassador to
promote a product.

57
Table 12
Classification of respondents on the basis of their opinion towards the Brand “Maruthi
Suzuki”

Total respondents 100:

Brand Maruthi
Sl. No. Suzuki No of Respondents Percentage
1 Suggestive 35 35 %
2 Appropriate 29 29 %
3 Easy to remember 36 36 %
Total 100 100 %

Interpretation:

The above table interprets that 35 % of the respondents given importance that Maruthi Suzuki
brand is suggestive. 29 % of the respondents given importance that Maruthi Suzuki brand is
Appropriate and 36 % of the respondents given importance that Maruthi Suzuki brand is Easy
to remember

Majority of the respondent’s given their opinion that Maruthi Suzuki brand is Suggestive &
Easy to remember.

58
Graph 12
Classification of respondents on the basis of their opinion towards the Brand “Maruthi
Suzuki”

59
Table 13
Classification of respondents on the basis of their opinion towards the Brand “Maruthi
Suzuki” is not the name of the product but image created for the service.

Total respondents 100:

Sl. No. Opinion No of Respondents Percentage

1 Agree 63 63 %
2 Disagree 37 37 %
Total 100 100 %

Interpretation:

The above table interprets that 63 % of the respondents agreed that Maruthi Suzuki brand is
not the name of the product but image created for the service. And 37 % of the respondents
are disagreeing that Maruthi Suzuki brand is not the name of the product but image created
for the service.

Majority of the respondents are agreed that “Maruthi Suzuki brand” is not the name of the
product but image created for the service.

60
Graph 13
Classification of respondents on the basis of their opinion towards the Brand “Maruthi
Suzuki” is not the name of the product but image created for the service.

61
  .

Table 14
Classification of respondents on the basis of their opinion about Brand with service provided
by Maruthi Suzuki
Total respondents 100:

Sl. No. Opinion No of Respondents Percentage

1 Very good 29 29 %
2 Good 43 43 %
3 Satisfactory 18 18 %
4 Poor 10 10 %
Total 100 100 %

Interpretation:

When the respondents asked about their opinion towards brand with service provided by
Maruthi Suzuki, 29 % of the respondents said that it was very good, 43 % of the respondents
said that it was good, 18% of the respondents said that it was satisfied and 10% of the
respondents said that it was poor.

Majority of the respondents said that the brand with service provided by Maruthi Suzuki is
good.

Graph 14

Classification of respondents on the basis of their opinion about Brand with service provided
by Maruthi Suzuki

62
63
FINDINGS

 That the majority of the respondents liked advertisement as they hear “Brand Maruthi
Suzuki”.

 That the majority of the respondents bought Maruthi Suzuki because of popularity in
brand and service.

 That the majority of the respondents express that Maruthi Suzuki brand is easy
remember.

 That the majority of the respondents struck to Maruthi Suzuki as not a name but
because of its brand image.

 That the majority of the respondents are expressed advertising is important for a
brand.

 That the majority of the respondents are in the favour of brand with service given by
Maruthi Suzuki is good.

After general survey and introduction with the Maruthi Suzuki users it was found.

 That most of the respondents were from middle and upper middle class.
 That most of the respondents are from working class.
 That majority of the respondents are aware of Maruthi Suzuki.
 That the majority of the respondents are using Maruthi Suzuki Demat only.

 That the majority of the respondents give importance to brand for any purchase.
That the majority of the respondents influenced their Trade by brand Maruthi Suzuki
64
SUGGESTIONS

Maruthi Suzuki conduction survey, collection and always of gathers data and
interaction with users, it is suggested.

 That Maruthi Suzuki should make their plans more economical for all classes.
 That Maruthi Suzuki should focus on the age group of 50 and above.
 That Maruthi Suzuki should chalk out new plans to attract more female users.
 That Maruthi Suzuki should make new and lucrative strategies and schemes separately
for students and pensioners to make them brand loyal.
 That Maruthi Suzuki should keep on bringing out new time attractive offers and
schemes to increase brand value.
 That Maruthi Suzuki should bring advertisement in print media and audio to attract
more consumers towards brand.
 That Maruthi Suzuki should focus more on music, theme of advertising than the brand
ambassador.
 That no doubt Maruthi Suzuki has more visual identity, but it should work to create
strong brand identity.

65
CONCLUSIONS

It is concluded that the over all field of Maruthi Suzuki is appreciable, in the
prevailing cut threat competition among the powerful telecom industry it appeared that
Maruthi Suzuki has not only entered play but to win and indeed it has one. If Maruthi Suzuki
continues its brand identify, awareness, image and service as it is doing now it would not be
exaggerating Maruthi Suzuki may force other brands vanish from the market. It appears that
the brand Maruthi Suzuki has no doubt made these mobile handsets available in the hands of
people of all walks, but with an eye on monetary gain.

It is a privilege to flash or own a brand Maruthi Suzuki, it has become an identity of pride and
fashion. The growth of Maruthi Suzuki was graphically ascending but steadily spreading its
wings all over the market with uniformity. The Maruthi Suzuki brand enables customer to
identify so well that he is tempted to levy it again. There by setting him to be among the upper
and privilege class.

Brand awareness of the Maruthi Suzuki it as such providing ideas, feelings to a common man
to enjoy the service

66
Bibliography:
Brand management: a theoretical and practical approach
Rik Riezebos, H. J. Riezebos, Bas Kist – 2003

Brand management: research, theory and practice

Tilde Heding, Charlotte F. Knudtzen, Mogens Bjerre

www.slideshare.com
www.Maruthi Suzuki.com
www.automobileindia.com

67
QUESTIONNAIRE

68
1. ARE YOU EMPLOYED?
YES NO

2. YOUR MONTHLY INCOME?

A)<5K B)5K-10K C)10K-15K D) >15K

3 . WHICH AUTO MOBILE COMPANY YOU AWARE THE MOST?

A) BMW

B) FORD

C) TA TA

D) MARUTHI SUZUKI

E) BENZ

4. WHICH STOCK AUTO MOBILE COMPANY YOU PREFER THE MOST?

A) BMW

B) FORD

C) TA TA

D) MARUTHI SUZUKI

E) BENZ

69
 5. WHICH AUTO MOBILE COMPANY DO YOU PREFER TO USE?
A) BMW

B) FORD

C) TA TA

D) MARUTHI SUZUKI

6. WHO REFERRED YOU TO OPEN THE DEMAT ACCOUNT?

A) FAMILY B) DEALERS C) FRIENDS

D) SELF E) OTHERS

7 . WHAT IS YOUR OPINION TOWARDS PROMOTING A BRAND

THROUGH DIFFERENT MEDIA?
A) T V ADS B) RADIO C) PRINT D) HOARDINGS

8 . WHAT IS YOUR OPINION TOWARDS BRAND, IS IT IMPORTANT

TO MAKE A TO BUY A CAR?
A) YES B) NO
9 . WHAT IS YOUR OPINION TOWARDS THE MARUTHI SUZUKI
BRAND ,
IS IT INFLUENCE THE TO BUY A CAR?
A) YES B) NO

70
10 . WHICH FEATURE INFLUENCED YOU TO PREFER THE
MARUTHI SUZUKI ?
A) MARUTHI SUZUKI AS A POPULAR BRAND B) SERVICE
C ) MILAGE D) OFFERS AND SCHEMES
E) EASY TO TRADE F ) OTHERS
11. WHAT IS YOUR OPINION TOWARDS BRAND AMBASSADOR TO
PROMOTE A PRODUCT?
A) YES B) NO

12. WHAT IS YOUR OPINION TOWARDS THE “MARUTHI SUZUKI

BRAND” ?
A) SUGGESTIVE B) APPROPRIATE C) EASY TO REMEMBER

13. WHAT IS YOUR OPINION TOWARDS THE BRAND “MARUTHI

SUZUKI” IS
NOT THE NAME OF THE PRODUCT BUT IMAGE CREATED FOR
THE SERVICE ?
A) AGREE B) DISAGREE
14. WHAT IS YOUR OPINION ABOUT BRAND WITH SERVICE
PROVIDED BY MARUTHI SUZUKI?
A) VERY GOOD B) GOOD C) SATISFACTORY D) POOR

71
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