35223435 a study of marketing strategies of maruti swift

8/10/2019 35223435 a Study of Marketing Strategies of Maruti Swift

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ACKNOWLEDGEMENTWe wish to express our sincere thanks to

Prof. Mr. SANJAY MANOCHA, FACULTY- BHARATIVIDYAPEETH UNIVERSITYS INSTITUTE OFMANAGEMENT AND RESEARCH for giving us theopportunity to work on the marketing plan of a company.This has given us the insight of how the various theoreticalconcepts are applied in an organization. I got theopportunity to do a challenging project in MA !TI!"#$% &IMIT'". The project is the important part of our

study and gives us a real practical exposure to thecorporate world.I also thank to Dr. Sac !" S. V#r"#$ar, D!r#c%or,BHARATI VIDYAPEETH UNIVERSITY INSTITUTE OFMANAGEMENT & RESEARCH for giving me chance toget such an experience and giving me chance to get anindustrial experience.

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INDEX

S.No. Topics Page No.

1. Introduction 5

1.1 Indian Automo i!" Indu#tr$ 5

1.2 %i#tor$ 5

1.3 O&"r&i"' (

2. An Introduction to Maruti Ud$o) *td. 1+2.1 ,roduct# o- Maruti Su u/i 1(

2.2 0om "titor# o- Maruti Ud$o) *td. 1

3. 0om "titor# o- Maruti Su u/i S'i-t 2

+. Mar/"tin) Mi4 21

5. S'ot Ana!$#i# 25(. R"#"arc M"t odo!o)$ 36

(.1. O 7"cti&"# o- t " Stud$ +

(.2. Data 0o!!"ction Too!# +1

(.3. *imitation# +2

6. Ana!$#i# +3

. 0onc!u#ion# 8 R"comm"ndation# +6

9. Ann"4ur" +

9.1. :i !io!o)$ +

9.2. ;u"#tionnair" +9

+


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INTRODUCTION

INDIAN AUTOMO:I*E INDUSTRY

On" o- t " ma7or )!o a! automoti&" indu#tri"# in t " comin) $"ar#. A num "r o- dom"#tic com ani"# roduc" automo i!"# in India and t " )ro'in) r"#"nc" o- mu!tinationa! in&"#tm"nt< too< a# !"d to an incr"a#" in o&"ra!! )ro't . Fo!!o'in)t ""conomic r"-orm# o- 1991 t " Indian automoti&" indu#tr$ a# d"mon#trat"d #u#tain"d)ro't a# a r"#u!t o- incr"a#"d com "titi&"n"## and r"!a4"d r"#triction#. T " mont !$

#a!"# o- a##"n)"r car# in India "4c""d 1 < unit#

Histor

In 1953< t ")o&"rnm"nt o- India and t " Indian ri&at" #"ctor initiat"d manu-acturin) roc"##"# to "! d"&"!o t " automo i!" indu#tr$< ' ic ad "m"r)"d $ t " 19+ #in a na#c"nt -orm. :"t'""n 196 to t " "conomic !i "ra!i ation o- 1991< t "automo i!" indu#tr$ continu"d to )ro' at a #!o' ac" du" to t " man$ )o&"rnm"ntr"#triction#. A num "r o- Indian manu-actur"# a "ar"d "t'""n 196 =19 .>a an"#"manu-actur"r# "nt"r"d t " Indian mar/"t u!timat"!$ !"adin) to t " "#ta !i# m"nt o- Maruti Ud$o). A num "r o- -or"i)n -irm# initiat"d 7oint &"ntur"# 'it Indiancom ani"#.

Tim"!in" o- Indian automo i!" indu#tr$?

1 96 Fir#t ,"r#on to o'n a car in India = Mr. Fo#t"r o- M@#0rom ton Gr"a&"#0om an$< Mum ai

19 1 Fir#t Indian to o'n a car in India =>am# "d7i Tata 19 5 Fir#t oman to dri&" a car in India = Mr#.Su ann" RD Tata 19 5 Fiat Motor# 1911 Fir#t Ta4i in India

192+ Formation o-tra--ic o!ic" 192 0 "&ro!"tMotor#

5
http://en.wikipedia.org/wiki/Narasimha_Rao#Economic_reformshttp://en.wikipedia.org/wiki/Narasimha_Rao#Economic_reformshttp://en.wikipedia.org/wiki/Government_of_Indiahttp://en.wikipedia.org/wiki/Private_sectorhttp://en.wikipedia.org/wiki/Japanhttp://en.wikipedia.org/wiki/Maruti_Udyoghttp://en.wikipedia.org/wiki/Crompton_Greaveshttp://en.wikipedia.org/wiki/Crompton_Greaveshttp://en.wikipedia.org/wiki/Jamshedji_Tatahttp://en.wikipedia.org/w/index.php?title=Suzanne_RD_Tata&action=edit&redlink=1http://en.wikipedia.org/wiki/Fiathttp://en.wikipedia.org/wiki/Taxicabhttp://en.wikipedia.org/wiki/Traffic_policehttp://en.wikipedia.org/wiki/Chevrolethttp://en.wikipedia.org/wiki/Narasimha_Rao#Economic_reformshttp://en.wikipedia.org/wiki/Narasimha_Rao#Economic_reformshttp://en.wikipedia.org/wiki/Government_of_Indiahttp://en.wikipedia.org/wiki/Private_sectorhttp://en.wikipedia.org/wiki/Japanhttp://en.wikipedia.org/wiki/Maruti_Udyoghttp://en.wikipedia.org/wiki/Crompton_Greaveshttp://en.wikipedia.org/wiki/Crompton_Greaveshttp://en.wikipedia.org/wiki/Jamshedji_Tatahttp://en.wikipedia.org/w/index.php?title=Suzanne_RD_Tata&action=edit&redlink=1http://en.wikipedia.org/wiki/Fiathttp://en.wikipedia.org/wiki/Taxicabhttp://en.wikipedia.org/wiki/Traffic_policehttp://en.wikipedia.org/wiki/Chevrolet


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19+2%indu#tan Motor# 19++ ,r"mi"r Auto *imit"d 19+5 Tata Motor# 19+6 Ma indra Motor# 19+ A# o/ Motor# 19+ Standard Motor# 196+Si ani Motor# 19 1 Maruti Ud$o) 199+ Ro&"r Motor# 199+ M"rc"d"# :"n 199+ O "! 1995 Ford Motor# 1995 %onda SIE* 1995 R"&a E!"ctric 0ar 0om an$ 1995 Da"'oo Motor#

199( %$undai Motor# 1996 To$ota Kir!o#/ar Motor# 1996 Fiat Motor# BR"=Entr$C 199 San Motor# 199 Mit#u i# i Motor# 2 1 S/oda Auto 2 3 0 "&ro!"t Motor# BR"=Entr$C 2 1 Su u/i 0u!tu# 2 12 Maruti Su u/i S'i-t 2 5=2 1 i

Fo!!o'in) t " "conomic r"-orm# o- 1991< t " automo i!" #"ction und"r'"ntd"!ic"n#in) and o "n"d u -or 1 "rc"nt For"i)n Dir"ct In&"#tm"nt. A #ur)" in"conomic )ro't rat" and urc a#in) o'"r !"d to )ro't in t " Indian automo i!"indu#tr$< ' ic )r"' at a rat" o- 16H on an a&"ra)" #inc" t " "conomic r"-orm# o- 1991. T " indu#tr$ ro&id"d "m !o$m"nt to a tota! o- 13.1 mi!!ion "o !" a# o- 2 (=6< ' ic inc!ud"# dir"ct and indir"ct "m !o$m"nt. T " "4 ort #"ctor )r"' at a rat" o- 3 H "r $"ar durin) "ar!$ 21#t c"ntur$. %o'"&"r< t " o&"ra!! contri ution o- automo i!" indu#tr$ in India to t " 'or!d r"main# !o' a# o- 2 6. Incr"a#"d r"#"nc"o- mu!ti !" automo i!" manu-actur"r# a# !"d to mar/"t com "titi&"n"## anda&ai!a i!it$ o- o tion# at com "titi&" co#t#. India 'a# on" o- t " !ar)"#t manu-actur"r#o- tractor#in t " 'or!d in 2 5= (< ' "n it roduc"d 2


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IndiaJ# car mar/"t a# "m"r)"d a# on" o- t " -a#t"#t )ro'in) in t " 'or!d. T " num "r o- car# #o!d dom"#tica!!$ i# ro7"ct"d to dou !" $ 2 1 < and dom"#tic roduction i##/$roc/"tin) a# -or"i)n ma/"r# ar" #"ttin) u t "ir o'n roduction !ant# in India. T ")o&"rnm"ntJ# 1 =$"ar !an aim# to cr"at" a 1+5 i!!ion auto indu#tr$ $ 2 1(.

Accordin) toMcKin#"$< t " auto #"ctorJ# dri&" to !o'"r co#t# 'i!! u# out#ourcin).T " auto #"ctor cou!d " 'ort 365 i!!ion $ 2 15< u -rom (5 i!!ion in 2 2.McKin#"$ t in/# India cou!d ca tur" 25 i!!ion o- t i# amount. Out o- + Indian#u !i"r#< "rc"nt a&" t " ISO 9 c"rti-icat" t " int"rnationa! #tandard -or Lua!it$ mana)"m"nt.

T#e pro$%ctio& o' a%to(o)i*es i& I&$ia is *arge*ai(e$ at *oca* co&s%(ers. Se!era* I&$ia&(a&%'act%rers a*so e+port a $i!erse !ariet o' a%to co(po&e&ts. Ti,% - /0 1 pre$icts a sa*e o' 2. (i**io& 'o%r "#ee*er a%to(o)i*es i& I&$ia )/03. I&$ia& passe&ger !e#ic*e e+ports are a*soe+pecte$ to rise 'ro( 04/5/// i& /00 to 3//5/// i&//6. I&$ia& a%to(o)i*e co(pa&ies

T " -o!!o'in) ar" #om" o- t " nota !" Indian automo i!" manu-actur"r#?

Co(pa& Descriptio& Pro$%ct

A# o/*"$!and

A# o/ *"$!and i# a comm"rcia!&" ic!" manu-acturin) com an$ a#"d in 0 "nnai < India. In 19+ anuar$ 2 12< Audi #tart"d roduction 'it t " Audi A+ and A(at it# -actor$ inAuran)a ad in t "#tat" o-Ma ara# tra.

A+< A(


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7oint!$ manu-actur" car# at it# !antin Ran7an)aon< n"ar,un" . T "-aci!it$ 'i!! "na !" t " t'ocom ani"# to ma/" a out 2 >

' Mail@ apravkBapraauto.net +agga &ink Motors 3rivate &imited@

-49) 3atparganj Industrial Area) *ew "elhi.Telephones@ 41 11 ==154111) ==154999) and ==154===

;ax@ 41 11 ==1011--' Mail@ ,imBdel=.vsnl.net.in

:ompetent Automo,iles :ompany &imited@

0>) ing oad) &ajpat *agar ID) *ew "elhi.Telephone@ 41 11 =5416>10 ;ax@ 41 11 =5>-2-25' Mail@ cacllpBmnatraonline.com


10) :ompetent Eouse) Middle :ircle) :onnaught 3lace) *ew "elhi.

Telephones@ 41 11 =--99=>9C>5C>6) =--9096=C6-C60) =--=>224' Mail@ competentBdel5.vsnl.net.in


14) (hivaji Marg) *ew "elhi.

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Marketing Times Automo,iles 3rivate &imited@

A 1) :hirag 'nclave) *ew "elhiTelephone@ 41 11 =5=4=5=4' Mail@ MarutiBmarketing times.com

Marketing Times Automo,iles 3rivate &imited@

Dishal :inema :omplex) Dishal 'nclave) ajouri %arden) *ew "elhiTelephone@ 41 11 =911====

' Mail@ vishalBmarketing times.com Maruti (ervice Master@

; -4) $khla Industrial Area) 3hase =) *ew "elhiTelephone@ 41 11 0151=140) 0151=149

3asco Automo,iles@

A 1) !dyog *agar) *ew ohtak oad) 3eeragarhi) *ew "elhi

Telephone@ 41 11 =945-9-9' Mail@ pascoBvsnl.net

ana Motors 3rivate &imited@

ikhi Eouse A =C6) (afdarjung 'nclave $pposite +hikaji :ama 3lace)

*ew "elhi.Telephone@ 41 11 =561==== 712 &ines8

;ax@ 41 11 =5611-=2

' Mail@ ranamotorsBvsnl.in ana Motors 3rivate &imited@

Tis Eazari Metro (tation) +oulevard oad) *ew "elhi.

Telephone@ 41 11 =-46====' mail@ ranamotorsB,ol.net.in

ohan Motors &imited@

A 19) Mohan :o operative Industrial Area) Mathura oad) "elhiTelephone@ 41 11 01564-2-C20) 0156>549)

;ax@ 41 11 91564-2=' Mail@ rminewdelhiBtouchtelindia.net.in

(aya Automo,iles &imited@

A =1 ==) %.T. arnal oad) Industrial oad) Industrial Area) *ew "elhi)Telephone@ 41 11 =6=-1499 96) =6=-1452) =6=9102=C2-;ax@ 41 11 =6=15422' Mail@ sayaBnd,.vsnl.net.in

(ikand :ompany@

92) Ganpath) *ew "elhi.Telephones@ 41 11 =--=2092) =--12-50) =--=592>

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;ax@ 41 11 =--1-659

' Mail@ hdsBndf.snl.net.in T (awhney Motors 3rivate &imited@

-- -0) Earichand Melaram :omplex) 'ast %okulpur) Wazira,adoad) *ew "elhi.

Telephones@ 41 11 ==>15666) ==>159--) and ==>156--' Mail@ trsawhneyBsawhney.net.in

T (awhney Motors 3rivate &imited@

+ 9) Industrial Area 3hase 1) +adli $pposite (ector 1>)Telephone@ 41 11 =6>9-240' Mail@ trsawhney=Bsify.com

Researc# Met#o$o*og :R"#"arc m"t odo!o)$ i# con#id"r"d a# t " n"r&" o- t " ro7"ct. it outa ro "r '"!!=or)ani "d r"#"arc !an< it i# im o##i !" to com !"t" t " ro7"ct and r"ac to an$ conc!u#ion. T " ro7"ct 'a# a#"d on t " #ur&"$ !an. T " main o 7"cti&" o- #ur&"$ 'a# to co!!"ct a ro riat" data< ' ic'or/ a# a a#" -or dra'in) conc!u#ion and )"ttin) r"#u!t.

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T#ere'ore5 r"#"arc m"t odo!o)$ i# t " 'a$ to #$#t"matica!!$ #o!&" t "r"#"arc ro !"m. R"#"arc m"t odo!o)$ not on!$ ta!/# o- t " m"t od# ut a!#o !o)ic " ind t " m"t od# u#"d in t " cont"4t o- a r"#"arc #tud$

and it "4 !ain# ' $ a articu!ar m"t od a# ""n u#"d in t " r"-"r"nc"o- t " ot "r m"t od#Researc# $esig&:

R"#"arc d"#i)n i# im ortant rimari!$ "cau#" o- t " incr"a#"dcom !"4it$ in t " mar/"t a# '"!! a# mar/"tin) a roac "# a&ai!a !" to t "r"#"arc "r#. In -act< it i# t " /"$ to t " "&o!ution o- #ucc"##-u! mar/"tin)

#trat")i"# and ro)ramm"r#. It i# an im ortant too! to #tud$ u$"rJ# " a&iour< con#um tion att"rn< rand !o$a!t$< and -ocu# mar/"t c an)"#.A r"#"arc d"#i)n # "ci-i"# t " m"t od# and roc"dur"# -or conductin) a articu!ar #tud$. Accordin) to K"r!in)"r< R"#"arc D"#i)n i# a !an

35223435 a study of marketing strategies of maruti swift

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