SALES PROMOTION IN MARUTI JAMKASH VEHICLEADES Jamkash vehicleades and highland are the two major dealership organizations of maruti in Jammu & Kashmir. it’s an authorized service station of Maruti. It was around 22 years back when it started it’s journey at B.C.Road. It is a large group with six Maruti authorize dealerships and seven dealer workshops and extension counters over J&K, Punjab and H.P. jamkash is located 11 kms away from the city in Jammu. The various locations are as under: 1. Pathankot vehicleades (p) ltd.pathankot (Punjab). 2. J&k vehicleades (p) ltd., udhampur (j&k). 3.Jamkash vehicleades (p) ltd., Srinagar with its dealer’s workshop at baramulla. 4.Jamkash vehicleades (p) ltd., Srinagar with its dealer’s workshop at B.C. road Jammu and channi himat. 5. Kangra vehicleades at nagrota bhawan (H.P). 6. AAA vehicleades, New Delhi. M.B.S Business School Page 1
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SALES PROMOTION IN MARUTI
JAMKASH VEHICLEADES
Jamkash vehicleades and highland are the two major dealership organizations
of maruti in Jammu & Kashmir. it’s an authorized service station of Maruti.
It was around 22 years back when it started it’s journey at B.C.Road. It is a
large group with six Maruti authorize dealerships and seven dealer
workshops and extension counters over J&K, Punjab and H.P. jamkash is
located 11 kms away from the city in Jammu. The various locations are as
Pricing Method :- Markup Pricing (cost plus pricing )
Pricing strategy :- Economical Pricing
Suggested price strategy
Continue Economic pricing strategy as it will help to achieve goal of
become cost leader.
Expansion of manufacturing facility to achieve economies of scale.
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Existing Place strategy
600 New car sales outlets covering 393 cities.
265 ‘Maruti True Value’ outlets spread across 166 cities.
2628 Maruti Authorized Service Stations, covering 1220 cities.
Tie up with Adani group for exporting 200,000 units through
Mnudra port Gujarat
Suggested Place strategy
400 new car sales outlets in next three years.
150 new true value shops in next three years.
1200 new Maruti Authorized Service Stations in next three years.
Tie up with other distributors for Exports.
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Existing promotion strategy
Advertising
TV Ads
Print Ads
Radio Ads
Advertising Strategy
Persuasion Advertising
“Ghar Aa Gaya Hindustan”
“India Comes Home in Maruti Suzuki.”
Information Advertising
Alternative Advertising Options
BTL - Sponsorships
TV shows - India’s Got talent
Place Advertising – Bill boards
Sales Promotions
Product warranties
Premiums (gifts)
Trade shows
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Suggested Promotion Strategy
Continue with existing Advertising strategy.
Look for Alternative Advertising Options.
BTL
Information Advertising,
alternative Advertising Options
TV shows - India’s Got talent
Place Advertising – Bill boards
Sales Promotions
Product warranties
Premiums (gifts)
Trade shows
2,628The number of workshops that provide customers with
maintenance support in 1220 cities.
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Sales promotion in maruti Suzuki
Sales promotion
According to American Marketing Association, sales promotion refers
to “those activities other than personal selling, advertising & publicity,
that stimulate consumer purchasing & dealer effectiveness, such as
display shows & exhibitions and various other non-recurrent selling
effort not in ordinary routine.”
Sales promotions targeted at the customer are consumer sales
promotion & sales promotion targeted at retailers & wholesale are trade
sales promotion.
SALES PROMOTION OBJECTIVES
To increase the sales & encourage the present consumers to use more
frequently.
To help stablise a fluctuating sales trend.
To attract new customers by means of incentive campaigns etc.
To build buying habit.
To motivate & attract the salesforce and get their cooperation.
To improve manufacturer-dealer relationship.
To help the new product enter into existing and new market.
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IMPORTANCE OF SALES PROMOTION
Spread Information.
Stimulate Demand.
Increase customer satisfaction.
Creates Product Identity.
SALES PROMOTION METHODS
SALES PROMOTION
METHODS
MEANING OBJECTIVES
1. Price-off Offers Offering product at
lower than the normal
price.
To encourage immediate
sales, attract non-users, etc.
2. Premium Offer of an article of
merchandise as an
incentive in order to sell
product/service.
To encourage purchase,
stimulate loyalty, off-season
sales promotion.
3. Coupons When the consumer is
entitled to redeem a
specific standard
certificate for a
product/article free or in
part payment.
To encourage product trail,
build loyalty, trade-up
regular users, stimulate re-
purchase rate.
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SALES
PROMOTION
METHOD
MEANING OBJECTIVES
4. Discounts Other than normal trade &
cash discount.
To push more sales to trade, early cash
recovery.
5. Dealer Sales
Contests
Where participating dealers
are invited to compete in
terms of the sales
performance
To increase sales, buy dealer’s loyalty,
motivate dealer’s staff to sell more.
6. Trading stamps They are a kind of discount
coupons offered to
consumers linked with
quantum of their purchase.
To encourage consumer loyalty to
certain retail stores.
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7. Consumer contests &
lucky draws
Where individuals are
invited to compete on the
basis of creative skills. The
latter is based on the
chance or luck factor.
To create brand
awareness & stimulate
interest in the brand
usage & benefits,
promote advertising
theme of the company
8. Point-of-Purchase Those special displays,
racks, banners, exhibits, that
are placed in the retail store
to support the sale of a
brand.
To attract traffic at retail
store, remind customers,
ensure additional visibility
to the advertising
campaign.
9. Dealer gifts Offer of useful articles &
attractive gifts to dealers for
his personal, family or
office use.
To improve dealer
relations, make impact on
consumer scheme/contest
offered.
10. Refund Offers Offer of a refund of money
to consumer for mailing in a
proof-of-purchase of a
particular product.
To include trail from
primary users, motivate
several product purchases,
obtain displays at the
retailers etc.
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Sales Promotion method used at Jamkash, Jammu
Cold calling
Bank visit
Road shows
Events
Mega events
Advertisements
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SNAP SHOTS
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Research Methodology
Research methodology is away to systematically solve research problem. In it we study the
various step that are generally adopted by researcher in studying his research problem
along with logic behind them. It is necessary for a researcher to know not only the research
method/techniques but also the methodology. It may be noted, in the context of planning &
development that the significance of research lines in its quality and not in quantity.
Researcher should know how to apply particular research techniques, but they also need to
know which of these methods or techniques, are relevant and which are not, and what
would they mean and indicate and why?
Meaning of Research
“Research is common parlance refers to a search for knowledge. In fact research is an act
of scientific investigation.”
To decide objective of the study
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To decide research design & application
To decide source of data collection
To decide from of data collection
To organize & collect data
To process & analyze report
SALES PROMOTION IN MARUTI
1.To decide objective of the Study:-
This step is also research problem. problem definition is the most critical part of the
research process. research problem definition involves specifying the information needed
by management. The main objective of the study are:
To study the awareness of Maruti Suzuki & AGR automobiles in Varanasi.
To find out the level of customer satisfaction with the offers, discount and services
offered by Maruti Suzuki & AGR automobiles.
2. To decide research design & application:-
Research design involves defining the research problem, determining how to collect the
data and from whom, establishing the way the data will be analyzed estimating costs and
the preparation of the research approach. For this study, descriptive research was selected.
3. To decide Source of data there are two source of data
Primary Data
Secondary Data
Primary data:-
Primary data is the original data collected specifically for the problem.
Reason for selecting primary data:-
In terms of primary data a questionnaire has been used to interview desire sample units
that give accurate and up to data information as well better to research problem.
Research approaches: - Primary data can be collected in five main ways: through
Observation, focus groups, surveys, behavioral data, and experiments.
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To prepare the research report
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Research instruments:- Marketing researchers have a choice of three main research
Instruments in collecting primary data:
Questionnaires: - A questionnaire consists of questions presented to respondents for
their answers. Because of its flexibility, the questionnaire is by far the most common
Instrument used to collect primary data. Questions can be open-ended or closed-
Ended.
Qualitative measures : - Some marketers prefer more qualitative methods for
gauging consumer opinion because consumer actions do not always match their
answers to survey questions. Qualitative research techniques are relatively
unstructured measurement approaches that permit a range of possible responses,
and they are a creative means of ascertaining consumer perceptions that may other-
Wise be difficult to uncover.
Mechanical devices: -Mechanical devices are occasionally used in marketing
research .Mechanical devices like galvanometers measure the respondent’s interest
or emotions aroused by exposure to a specific ad or picture.
Secondary data:-
Data potentially useful in solving a current problem but that were collected for a different
purpose.
Reason for selecting secondary data:-
Secondary data can be gathered quickly and inexpensively, compared to primary data, it is
clear useful to study analyzing the recent development in the telecom industry.
Contact methods:- Once the sampling plan has been determined, the marketing researcher
must decide how the subject should be contact:
Mail questionnaire : - The mail questionnaire is the best way to reach people who
would not give personal interviews or whose responses might be biased or distorted
by the interviewers. Mail questionnaires require simple and clearly worded
questions.
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Telephone interview : - Telephone interviewing is the best method for gathering
information quickly; the interviewer is also able to clarify questions if respondents
do not understand them. The response rate is typically higher than in the case of
mailed questionnaires.
Personal interview: - Personal interviewing is the most versatile method. The
interviewer can ask more questions and record additional observations about the
respondent, such as dress and body language. Personal interviewing takes two
forms. In arranged interviews, respondents are contacted for an appointment, and
often a small payment or incentive is offered. Intercept interviews involve stopping
people at a shopping mall or busy street corner and requesting an interview.
Online interviews : - There is increased use of online methods. There are so many
ways to use the Net to do research. In this method, researcher can include a
questionnaire on its Web site and offer a people to answer the questionnaire.
4.To decide from of data collection:-
For this project survey method was selected which was carried through person interview.
Because information from different customers was required.
5. To organize & collect data:-
Once the researcher has formulated and development a research design including
questionnaire second thing he has to decide whether he has to collect the information.
From all the targeted customers. There can be two types of survey are possible.
Sample Survey
Census Survey
“For this project sample Survey war chosen”
Characteristics of the sample survey are:-
It is cheaper than census survey
It requires less time
It is economical
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More detail information can be collected
Deciding the sample plan requires following decisions
Sample unit “Who is to be surveyed”
Sample
Sample is the true representation of the population by studying of the sample we can
predict the behavior of the population.
Sample Size: 100 (in this case)
Method of Sampling:-
In this project, the survey was done within the market that means probabilistic
convenience Sampling was carried out.
6. To process & analyze data:-
After the data was collected it was tabulated, analyzed and interpreted to the conclusion
reach.
Techniques Applied
Bar Chart:- A chart in which the length of the bar represents the amount of the item
associated with the bar.
Pie Chart:- A circle divided in to sections, such that each section represent the
percentage of the total area of a circle associates with one variable.
Types of Research
Along with this there may be 3 type of research methodology these are :-
Exploratory Research
Descriptive Research
Casual Research
“Our research is based on the exploratory research.”
Exploratory Research
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“The objective of this research is to gather preliminary information that will help us to
define the problem and to suggest any hypothesis.”Which means first we have to define
the problem and research objective? Then we have to develop the research plan for
collecting information. Now after collection data we have to interpret those data for any
suggestion,
QuestionnaireBeing an esteem customer of Maruti Udyog Limited you are requested to take out a few minutes and fill the following questionnaire.
Q.1) How long have you been associated with Maruti?
Q.2.)How would you rate Maruti on the following parameterStronglyDisagree
Disagree Neither agreeNor disagree
agree Strongly agree
Knowledgeable sales personEmployees spent enough time with you: before salesDuring salesAfter salesDisplay of merchandise is attractiveAvailability of the productVariety/selection of merchandiseVehicle in good condition Prices are affordableAttractive discounts offered Décor of the waiting area is pleasingOffered a test drivePost sales follow ups are done regularly
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Q.3)Are you aware of the following facilities provided by maruti
Q.1) How long have you been associated with Maruti?
Less than 1year
1 to 3 years
3 to 5 years
5 to 10 years
10 and above
Knowledgeable sales person
33 24 21 9 3
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Stronglydisagree
Disagree Neither agreeNor disagree
agree Strongly agree
Knowledgeable sales person
0 0 0 84 14
86% people agreed that the sales persons are knowledgeable and 14%strongly disagreed that the sales persons are knowledgeable.
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Stronglydisagree
Disagree Neither agreeNor disagree
agree Strongly agree
Employees spent enough time with you: before sales
0 0 0 64 36
64% people agreed that the sales persons spent enough time with them before the sales and 36% strongly agreed with this.
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Stronglydisagree
Disagree Neither agreeNor disagree
agree Strongly agree
Employees spent enough time with you: during sales
0 4 0 62 34
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Stronglydisagree
Disagree Neither agreeNor disagree
agree Strongly agree
Employees spent enough time with you: after sales
0 22 0 54 24
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Stronglydisagree
Disagree Neither agreeNor disagree
agree Strongly agree
Display of Merchandize 0 0 0
94
6
94% agreed that the display of merchandize was attractive and 6% strongly agreed that the display of merchandize was attractive.
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Stronglydisagree
Disagree Neither agreeNor disagree
agree Strongly agree
Availability of the Product 0 4 0
91
5
91% agreed that the availability of the product was there, 5% strongly agreed that the availability was there while only 4% said they disagreed with this.
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Stronglydisagree
Disagree Neither agreeNor disagree
agree Strongly agree
Variety/Selection ofMerchandize
0 6 0
87
7
87% agreed that there was variety/selection of merchandize whereas 7%strongly agreed that enough variety was there and 6% disagreed with this.
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Stronglydisagree
Disagree Neither agreeNor disagree
agree Strongly agree
Vehicle in Good Condition 0 2 0
82
16
82% agreed that the vehicle was in good condition when delivered ,16%strongly agreed with this whereas only 2% disagreed with this.
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Stronglydisagree
Disagree Neither agreeNor disagree
agree Strongly agree
Prices Are Affordable 0 12 15
21
52
64% strongly agreed that the prices are affordable , 21% agreed that the prices are affordable whereas only 15% said that they neither disagreed nor agreed with this.
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Stronglydisagree
Disagree Neither agreeNor disagree
agree Strongly agree
Attractive Discounts Offered 0 26 0
47
27
55% agreed that the discounts offered are attractive , 34% strongly agreed with this while 11% disagreed and said that the discounts offered were not attractive.
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Stronglydisagree
Disagree Neither agreeNor disagree
agree Strongly agree
Décor Of The Waiting Area Is Pleasing
0 0 0
80
20
80%agreed that the décor of the waiting area was pleasing while 20%strongly agreed that the décor of the waiting area was pleasing
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Stronglydisagree
Disagree Neither agreeNor disagree
agree Strongly agree
Offered A Test Drive
0 20 0
74
6
74%agreed that the test drive was offered to them ,6% strongly agreedthat the test drive was offered while 20% disagreed with this.
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Stronglydisagree
Disagree Neither agreeNor disagree
agree Strongly agree
Post Sales Follow Up Done
0 15 0
59
26
59%agreed that the post sales follow ups are done regularly , 26% sronglyagreed and 15%disagreed with this.
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What is your overall opinion about Maruti?
Very Bad 1
Bad 2
Neither Bad Nor Good 3
Good
4
Very Good 5
0
0 24 44 F 32
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QUESTIONNAIRE ANALYSIS & INTERPRETATION
FINDINGSFindings
There is 54% of satisfied customer’s of Maruti Suzuki.
The demand for the diesel variant is more for most of the models but the firm has
limited number of the models having diesel variants. The customers are also looking
for the gas models which will be suitable for LPG and CNG. So the firm should
think for the diesel and gas variants.
Most of people think Maruti Suzuki pricing are economical so they are loyal to his
brand. While other people give emphasis to the after sale service. Quality and other
features are also a trait for the buyers.
There is large no of customer’s are satisfied with the performance of the car, data is
concerned with those customers who are the existing customers of Maruti Suzuki
and data is also concerned with new customers.
Servicing comes in after sales services,dealer provides this services to customers so
there is necessary for dealer to provide the vehicle at the promised time because it
makes the relationship better with the customers.
There should be good relation between customer and dealer because it helps to
increase the sales of company and also helpful for making the customer relationship
management.
There is important to know the after sales services of the company it shows the
customers satisfaction and also shows the customer relationship management.
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Bibliography
www.google.com
www.marutiudyog.com
Automobile Magazines
Marketing Management by Philip Kotler
Kothari. C. R, Research Methodology, New Age International(P) Ltd., New Delhi