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PRESENTATION A Study of Customer Awareness through Advertisement of Maruti Suzuki in Jabalpur

AB LEASING FINANCE COMPANY

SUBMITTED BY ANKITA JAIN MBA- SEM Iv

DEPARTMENT OF MBA GYAN GANGA COLLEGE OF TECHNOLOGY JABALPUR

COMPANYS PROFILE Maruti Suzuki India Ltd

Type PublicFounded 1981Headquarters Gurgaon Haryana, IndiaKey people RCBhargava,(Chairman) Kenichi Ayukawa (CEO & MD)Industry AutomotiveProducts CarsRevenue US.S6.8 billion (2012) Employees 6,903(2011)Parents Suzuki

Our parent company, Suzuki Motor Corporation, has been a global leader in mini and compact cars for three decades. Suzuki's technical superiority lies in its ability to pack power and performance into a compact, lightweight engine that is clean and fuel efficient. The same characteristics make our cars extremely relevant to Indian customers and Indian conditions. Product quality, safety and cost consciousness are embedded into our manufacturing process, which we have inherited from our parent company.

Right from inception, Maruti brought to India, a very simple yet powerful Japanese philosophy 'smaller, fewer, lighter, shorter and neater'

From the Japanese work culture we imbibed simple practices like an open office, a common uniform and common canteen for everyone from the Managing Director to the workman, daily morning exercise, and quality circle teams.

To reach our customers, we have built a strong sales network of 600 outlets spread over 393 towns and cities. We provide maintenance support to customers through 2628 workshops spread over 1200 towns and cities.

To reach our customers, we have built a strong sales network of 600 outlets spread over 393 towns and cities. We provide maintenance support to customers through 2628 workshops spread over 1200 towns and cities.

Over the last few years, the company strengthened the existing practices and experimented with many new initiatives by way of (continuous improvements) to delight its customers.

These initiatives ranged from product design and quality to network expansion, and included new service programs to meet unsaid needs of customers.

In the field, the products are supported by rapidly expanding networks. The company has diverse networks for new cars, spares, service, pre owned cars and so on, and all of them were in expansion mode last year to enable the company get closer to the customer.

INTRODUCTION Advertising is paid form of non-personal Communication, Advertising promotes ideas, goods and services of an Identified sponsor .It is a vital tool of marketing goods, services and ideas .It is intended to influence the prospective customers in the market and create an increase in sales. The word Advertising is derived from a Latin word advert ere which means to turn attention towards a specific thing. The Simplest meaning of an advertisement is public announcements. .

OBJECTIVES OF ADVERTISING1. To Introduce new product.2. To sustain the established product.3. To Increase the market shares.4. To educate the consumers. 5. To face the competition. TYPES OF ADVERTISINGThe most commonly used advertising media are:Television Newspaper Radio InternetTelephone and mobilesHoardings, boards and posters

OBJECTIVES OF THE STUDY

To study the most effective medium of advertisement.

2. To analyze the effectiveness of advertisement on sales promotion in Maruti Suzuki.

3. To study the Customer Awareness through Advertisement of Maruti Suzuki in Jabalpur RESEARCH METHODOLOGY

INTRODUCTIONResearch methodology is a way to systematically solve the research problem. Research is an originally contribution to existing stage of knowledge for making advancement. The role of research in several fields of applied economics whether related to business or economy as a whole has greatly increased in modern times. Research methodology is considered as a nerve of the project without a proper well organized research plan, it is impossible to complete the project and reach to any conclusion. The project was based on the survey plan. The main objective of survey was to collect appropriate data, which work as abase for drawing conclusion and getting result. DATA COLLECTION The task of data collection begins after a research problem has been defined and research design/plan chalked out. While deciding about the method of data collection to be used for the study, the researcher should keep in mind two types of data viz., primary and secondary. There are basically types of data present with the help of which a research work can be done.PRIMARY DATASECONDARY DATAPRIMARY DATA:Primary data are collected by the researcher himself and are original. In collecting primary data a sufficient time and money are involved. Individual are contacted from the field of investigation. Primary data are collected according to the need and problem of researcher.Example:- Survey , Questionnaire.SECONDARY DATA:They are in existence priory and were collected by someone else or by any web site. It is not collected by the researcher and is not real. Secondary data are collected by someone else but the present researcher makes use of them. As they are collected by someone else hence needs proper precautions before use.

ANALYSIS METHOD:They analysis and the interpretation have been done using the questionnaire, survey.Questionnaire filled by 100 peoples.

PRIMARY SOURCES: Questionnaire

SECONDARY SOURCES: Websites

Statistic tool: Simple percentage analysis and tabulation is used to analyses the data. Pie chart is used to give pictorial representation of the analysis.

Research Area: Through an online survey.

Research Tools: Questionnaire and Interaction

Procedure of Data Collection: Personal Approach/ Online Survey

Sample Size: 100 people.Yes 65No 35Q1. Do you have a four wheeler?

INTERPRETATION:65 People have 4 wheeler.

While 35 People do not have 4 wheeler

Yes 70No 30Q2. Are you planning to purchase any 4 vehicle? I NTERPRETATION:

70 people are planning to purchase 4wheeler

While 30 people are not planning to purchase 4wheeler. Yes 73No 27Q3. Have you ever Test drive any Maruti car?

INTERPRETATION:

73 drive/test drive Maruti car

While 27 do not drive/test drive Maruti car.

Q4. Are you aware about the new range of Maruti car launched recently INTERPRETATION:73 people are aware of new range of Maruti car launched recently.

27 people are not aware of new range of Maruti car launched recently.

a.Yes 73b. No 27 a.Yes 99 b. No 1Q5. Have you ever seen advertisement of Maruti Car?

INTERPRETATION:99 people have seen the advertisements of maruti car.

While 1 people have not seen the advertisements of maruti car.

a. Internet 22 b. Television 60 c. Newspaper 10 d. Hoardings 8Q6. If yes? where did you seen the ads of maruti ?INTERPRETATION:60 people have seen ads on television

22people have seen advertisement while surfing internet

10 people read ads on newspaper

8 people have seen hoardings on a road a. Internet38b. Television43c. Newspaper10d. Hoardings9Q7. According to you which medium of advertisement is most effective?INTERPRETATION:43 of people saying that television are most effective medium

While 38 of people saying that internet is most effective medium

While 10 of people saying that newspaper is most effective medium

While 9 of people saying that hoardings are most effective medium

a. Punch line 41 b. Celebrity 3 c. Themes 18 d. Others 108. What is the first thing that comes to your mind when you see those ads?

INTERPRETATION:41 of people find that punch line is the 1st thing that comes to their mind.31 of people find that celebrity is the 2st thing that comes to their mind.41 of people find that punch line is the 1st thing that comes to their mind.18 of people find that themes are the 3st thing that comes to their mind.10 of people find that other thing that comes to their mind.

a.Feature based 62b.Story based38Q9. Which type of advertisement is good?INTERPRETATION:62 of people believe that feature based advertisement are good 38 of people believe that story based advertisement are good

Q10. What attribute will you consider while purchasing Maruti Car? a. Features24 b. Price4 c. Satisfaction of needs32% d. Offer available in car1INTERPRETATION:43 of people look for price32 of people look for satisfaction of needs24 of people look for features1 of people look for offer available in car.

a. Ritz 25 b. Swift 30 c. Wagon R 20 d. Alto 25Q11. Which model of Maruti has been advertised more frequently?

INTERPRETATION:30 of people find Swift ads comes more frequently20 of people find Wagon R ads comes more frequently25 of people find Alto ads comes more frequently25 of people find Ritz ads comes more frequently

a.Yes 96b.No 4Q12. Do you think advertisement is an effective method of selling Marutii car?

INTERPRETATION:96 of people says YES, advertisement is an effective method of selling Maruti car While 4 of people say NO.

FINDINGS

Majority of the respondents uses four wheeler of Maruti Suzuki.

43% of respondents indicates that ads given on television are most effective

Majority of the respondents have good opinion about the advertisement.

CONCLUSION

I conclude that television is one of the best media for advertisement. It gives more impact than any other media.

The product of Maruti Suzuki are usually taken by the age group of 26-38 keeping this in mind company should design such type of advertisement which are innovative and attractive like they are in animation format, story based because lot of people are interested in watching television. Now a days internet is also a best medium of advertisement because people can get all the information like price, colour, offers etc.