Swetank Msm Project Report

A

Project Report On

“To study and design a marketing plan to increase the sales of Maruti

Genuine Accessories in Maruti Service Masters, Okhla, New Delhi.”

Dissertation submitted

In Partial fulfillment for the

MASTER IN MARKETING MANAGEMENT

By

Shwetank shekhar

Batch 2009-2011

Under The Guidance Of

Mr. Lalit Sharma (GM of Operation)

Mr. Praveen Kumar<GM, works>

Captain A. Chaudhary (Director & CEO)

MARUTI SERVICE MASTERS

Declaration

I hereby declare that this project report titled “To study and design a marketing plan to

increase the sales of Maruti Genuine Accessories” in Maruti Service Masters (Okhla Ph-2)

is executed as per the course requirement for the MASTER IN MARKETING

MANAGEMENT and the report represents independent and original work on the part of the

candidate .

Place: Shwetank shekhar

Date:

ACKNOWLED GEMENT

I feel immense pleasure in presenting this project report on “To study and design a

marketing plan to increase the sales of Maruti Genuine Accessories in Maruti

Service Masters”. I wish to express true sense of gratitude towards Mr. Lalit Sharma Project

Guide and Project Co-coordinator who at very discrete step in study of this project, contributed

his valuable guidance and helped to solve every problem that arose.

I take this opportunity to thank Captain A. Chaudhary, (Director and CEO,

Maruti Service Masters) for opening the doors of the department towards the realization

of our project, his guidance and encouragement.

Most importantly we would also like to express our sincere gratitude towards all the

staff members of MSM . I also express my thanks to all our friends for their support and

suggestions shown during the completion of our project. I take this opportunity to express

my thanks to all who rendered their valuable help, along with all those unseen people

across the internet for maintaining those valuable resources for the successful completion

of my project.

ABSTRACT

According to the current scenario, the main aim of any organization is to maximize the profit and

better customer satisfaction and for both the process, any organization has required to capture the

giant market and to retain the customers.

So MARUTI SERVICE MASTERS has planned that how

to retain the customer and if he is able to retain the customer then obviously customer

satisfaction and maximum profit will achieve and He launched a new and innovative program for

the customer i.e. AMC (Annual Maintenance Contract) and Which is designed by the Director

and CEO of the organization Captain A. Chaudhry. And it has achieved a great success in the

market and MSM has captured a huge part of market for servicing.

Annual Maintenance Contract is a type of policy by which

MSM can retain his customer to sell this product. It Contains a one year contract or limited

mileage maintenance plan by which customer can take benefits for the whole year and will

service his cars as per required for maintenance and not to go for others and take advantages of

this great scheme.

The whole plan has been distributed in to two parts.

1. Servicing Plan.

Silver Plus Plan(Unlimited Labors)

Gold Plan(Unlimited Labors +Scheduled Parts as per Maintenance)

Gold Plus Plan(Unlimited Labors + Unlimited Parts)

2. Body Shop Related Plan.

Platinum Plan.

So it is not a project, like a case study that how we can expand the selling of this product and

how can we achieve the target given by the organization.

The plan has been launched in the MSM Okhla, MSM Gtk, and MSM Chennai.

PREFACE

Management training has gained and tremendous importance over the past few years.

Management was previously considered as an in born art or talent but in today’s fast developing

world, the view has been modified. One need a practical experience to identify how the

management concepts are helpful in managing the organization and being a Marketing

management student and summer trainings perquisite of the cerium I undertook 8 weeks

intensive summer training in Maruti Service Masters, Okhla as an essential and obligatory part of

the INSTITUTE OF BISINESS MANAGEMENT AND RESEARCH,PUNE. This project report

is the outcome of the training entitled “To study and design a marketing plan to increase the

sales of Maruti Genuine Accessories in Maruti Service Masters’

This training proved very beneficial for me in Understanding the organization, their operation as

well as help in knowing how people work as a team to achieve the organizational objective.

Their style to know about consumer requirement and fulfilled them excellently. It was pride for

me to work such energetic people, who guide me how they communicate the consumer build

brand equity and better customer relationship.

This summer training was quite interesting, inspiring, satisfying, knowledge, gaining and

academically rewarding.

IINTRODUCTIONNTRODUCTION

MSM is a joint venture of Maruti Udyog Limited; Sumitomo Corporation Japan; Sumitomo

Corporation India and Maruti Countrywide (a GE Capital group company)

(The joint venture between companies from 3 leading business groups had been

envisaged to leverage the strengths, knowledge base and resources of each strategic partner to

the maximum advantage of the joint venture company).

Branches of MSM:-

MSM Okhla(Main Branch) Established on 13th August 1999

F39, Okhla Industrial. Area Phase II, (Near C Lal Chowk) New Delhi-20

MSM GTK, Established 17th August 2006

Company Profile

1

9, SSI, GTK Road (Near KDR Factory) Delhi-33.

MSM Chennai, Established on 30th January 20049, South Phase, Thiru-vi-ka

Industrial Estate, (Behind Eveready Factory), Ekkadutangal, Chennai-600032.

Objectives of MSM:-

To set up model automobile workshops, having superior technology, systems and

processes, in order to satisfy customer needs to a greater level and also act as a

model to other players.

To provide the complete range of services to the Maruti customer over the entire

product life cycle, thereby becoming a single window for all customer needs.

To become a platform for introduction of various new initiatives of the

shareholders in the automotive retail sector.

Business Portfolio:-

Service & Repairs.

Body & Paint Repairs (Accident Repairs).

Sale of Maruti Genuine Parts & Maruti Genuine Accessories.

Extended Warranty Program.

Sale of Refurbished Used Cars (True Value).

Used Cars Finance.

Maruti Insurance.

Annual Maintenance Contract.

Customer Care.

SERVICE AND REPAIRS

In the whole world after selling of any product, Customer has demanded for the maintenance of

his product, that’s why Maruti has established his own service station where we provide all the

services as per maintenance required like as free services, Paid services, Running repairs and so

many things for the customer benefits and satisfaction.

And these are the services providing by MSM......

Redefining car care

Complete maintenance solutions, which include free and paid services,

warranty jobs and running repairs.

Maruti Suzuki trained manpower for professional and personalised care.

Hi-tech systems and equipment in place for diagnostics and repairs

Only Maruti genuine parts used.

Japanese practices and standards adopted so your Maruti Suzuki gets the

best care.

Free Service

Paid Service

Warranty Repairs

Computerized Wheel Alignment & Balancing

Suspension & Brake testing

Engine Check by hand held Mini Computer

Overhauling:-

Steering

Suspension

Clutch

Brake

AC Compressor

Engine

Gear Box

New Innovative: - MSM 2hours Express Service.

Conditions Apply:

1. The schedule starts from the time of job card opening.

2. The 2hours express service is offered on select scheduled services only (excluding 40K,

80K, and 120K… major services). Diagnostic problems, Overhauling and dismantling of

major assemblies are not included.

3. Prior appointment is required.

4. The customer should await the job completion at the workshop premises.

5. The decisions of the Works Manager / Management shall be binding.

So It is the new innovative plan done by MSM and the name of this new design is

EXPRESS WAY, According to the customer demand and time saving, it has been implemented

by which we can service any first and second servicing car in one hour fifteen minutes and its is

very new innovative plan to impress and manage the customer.

BODY & PAINT REPAIRS (ACCIDENTAL REPAIRS)

It is the special department only related to accidental case, according to the customer demand

and concentrated on the DELHI traffic, we have got many accidental case related to the body

damage and any type of problem developed due to major or minor accident in the traffic.

So it is specially created to handle with that accidental case from the

first process like job card opening to the end process delivery of the cars.

About the body shop experts……

Best Infrastructure in place, like digital crash repair systems, MIG-MAG, Spot

welders and paint booths, to bring vehicles back to factory finish.

Fast and seamless repairs, using 2K painting technology

Virtually cashless repairs

Customization options include interior painting, 2-tone painting and a choice of

over 70,000 colors.

And the services are……..

Accidental Crash Repairs

Insurance Claims

Cashless Settlements

Non Insurance Jobs

24*7 Towing Assistance

Salvage Deposit Support

Exterior Rubbing and Polishing

Customization

2 Tone Painting

Body Color Bumper, Rear View Mirror, Door Handles.

Dry Denting

SALES OF MARUTI GENUINEPARTS & ACCESSORIES

At the time of servicing, Many parts has been demanded as per the maintenance of the cars, so

customer always demand genuine parts which will used at the time of servicing.

So it will establish specially to full-fill the requirement of the customer and better

customer satisfaction. The whole parts and accessories which is authorized by MARUTI –

SUZUKI INDIA LTD. So Customer can easily purchase and used in his cars because of

reasonable value and authorization of Maruti Industry.

Be good to your Maruti Suzuki…..

Get a wide range high-quality Maruti Suzuki accessory and make your car looking

unique.

Give your car the care it deserves – use Maruti genuine spares for trouble-freee

operations and longer life.

Extended Warranty Program:-

Extend Your Car’s WARRANTY

Before Expiry Of The Primary Warranty

It’s a new implemented program in which any Maruti customer can extend the warranty of his

car by paying some amount and can use up to 80,000 kms.

Having more advantage……….

Flexibility to approach any maruti Suzuki Dealer across the country for repairs under

warranty.

Total peace to mind up to 4 years at a very nominal price.

Backed with tha assurance of Maruti Suzuki India limited.

MARUTI TRUEVALUE

Maruti True value approach to sell or purchase pre-owned cars and customer have fully

satisfaction of their investment and he can approach to others by using this facility for the same

process.

True Value having………

The best palace to Buy/Sale pre-owned cars

Maruti certified quality pre-owned cars on sale.

Free Evaluation of Maruti Suzuki cars.

Attractive finance options available.

Advantage of Sellers:-

The right price for your car.

120-point scientific evaluation

Hassle-free, Prompt payment

No commissions to be paid

Attractive Exchange options

Advantage of Buyers:-

Maruti Suzuki certified pre-owned cars

Cars refurbished by MSM

Up to one year/15,000 kms warranty

3 free services

Attractive finance options available

Maruti Insurance

Since 1983 Maruti Suzuki has provided its customer with world class cars and unmatched

services. The drive to meet all automobile related needs under one roof has earned the trust and

respect of over7 millions satisfied customers.

Maruti Insurance is a unique value added car insurance service offered by Maruti Suzuki to all its

customers that lets you sit back and relax.

Maruti insurance having tie-up with the two major insurance companies…

1. ICICI Lombard

2. National Insurance Company

WHAT MARUTI INSURANCE OFFERS YOU????????……….

MSM LOYALITY PROGRAMS:-

ANNUAL MAINTENANCE CONTRACT:-

Annual Maintenance Contract is a type of policy by which MSM can retain his customer to sell

this product. It Contains a one year contract or limited mileage maintenance plan by which

customer can take benefits for the whole year and will service his cars as per required for

maintenance and not to go for others and take advantages of this great scheme.

Types of MSM AMC:-

AMC Plans at a GlanceAMC Plans at a Glance

So AMC offered the whole advantages above mentioned according to this plan and its a running plan in the MSM Okhla.

The whole plan is divided in to two parts i.e.

1. Service Plan

Silver Plus Plan

Gold Plan

Gold Plus Plan

2. Accidental related

Platinum Plan

Benefits of AMC CLUB:-

No Prior Booking will be required

Free Pick-up & Drop Facility

Priority on Job card Opening

Free Washing on every visit

Free Dry-Clean once in a year

Free top up of oils & coolant on workshop visit

Waiving of compulsory insurance charge on accident repair.

5% discount on Bridgestone Tyres & Tubes

5% discount on Dry-Cleaning & Exterior Enrichment

6 months MSM warranty on parts

Rs.1000/- off on CNG fitment

AMC is not just a policy, we explain AMC as a privilege club membership in that way a customer is a loyal member of MSM and he can demand for any of the services, which will be define all the AMC plan, So it’s a good approach to retain the customer and also beneficial on the customer side because after join this AMC Club, he is a part of AMC Club and take benefits as much as possible.

Customer care-

Customer Care, which is the most important part of the MSM, by which The organization interacts with the customer and gets whole the details like problems, feedback, satisfaction category and so many things related to the services and our products.

These are the following activities done by our customer care departments………..

Post Service Follow-up (PSF)

Customer Complaint

Service Marketing Report

Service Booking

Service Camps

SMS

Internal CSI (34 Points – 10 Scale)

Instant Feedback Card

Customer Lounge Feedback Card

Delay Deliveries

Estimate Variation Report

Repeat Job

Carry Over Ratio

Tolerance Time Report

Unique List

Customer Not Visited

DMS:-

Overview:-

DMS is a centrally hosted

Application that integrates all the:

Departments within a dealership

Outlets of a dealership &

Dealers

With MSIL on a real time online basis.

It offers an integrated view of all the functions:

Sales

Service

Spares

Sales Support

It integrates multiple outlets across multiple cities, giving a single snap shot of consolidated information available to you for decision making.

DMS enables continuous tracking of the customer and vehicle across all customer touch points with the dealership, leading to:

Better customer retention

Greater customer satisfaction

Thereby, increased revenues

DMS LOGIN PAGE:-

DMS PORTAL:-

MARKETING

According to marketing concept, an organization should try to provide products that satisfy

customers' needs through a coordinated set of activities that also allows the organization to

achieve its goals. Customers satisfaction is the major focus of the Marketing concept .An

organization should must determine what customers want and use this information to create

satisfying products The organization must also continue to alter ,adapt, and develop products

to keep pace with customers- changing desires and preferences.

The marketing concept emphasis that marketing begins and ends with

customers. The marketing concept is not a second definition of marketing .It is a

management philosophy guiding an organization overall activities. This philosophy affects

all organizational activities, not just Marketing, Production finance, accounting, personnel,

and marketing departments must work together. Today, businesses want to satisfy customers

and build meaningful long term buyer-seller relationships. The term relationship marketing

refers to long term mutually beneficial arrangement in which both the buyer and seller focus

on value enhancement through the creation of more satisfying exchanges. To expedite

Basic Fundamentals, Plans & Strategies.

2

exchanges and develop beneficial exchange relationships, firm marketing managers must

develop and manage marketing strategies. A marketing strategy is a plan of action for

developing, distributing, promoting, and pricing products that meets the needs of specific

customers. The marketing strategy articulates the best use of the firms' resources and tactics

to met its objectives. To develop and manage marketing strategies, marketers focus on

several tasks:

Selecting a target market, developing a marketing mix, assessing environmental forces, and

managing marketing efforts effectively. A target market is a specific group of buyers on

whose needs and wants a company focuses its marketing efforts. Marketing managers may

define a target market as a vast number of people or as a relatively small group. A market

opportunity exist when the right combination of circumstances and timing permit an

organization to take action to reach a particular target market.

VALUE OF MARKETING

Every organization should follow/abide the values of Marketing, i.e. Ethics and Social

responsibility.

ETHICS:-

Ethics may be one of the most misunderstood and controversial concepts in marketing.

Nevertheless, this concept and its application need to be examined in order to support

Marketing decisions that are acceptably and beneficial to the society. The term ethics relates

to values and choices and focuses on standards, rules, and codes of conduct that govern the

behavior of individuals. Marketing ethics refer to principles that define acceptable conduct in

marketing. The most basic ethical issues have been codified as laws and regulations to

encourage marketers to conform to society's expectations of conduct. At a minimum,

marketers are expected to obey theses laws and regulations .however. It is important to

realize that marketing ethics goes beyond legal issues: ethical marketing decisions foster trust

in marketing relationship. Some marketers engage in ethical behavior because of enlightened

self interest, or the expectation that ethics pays. These businesses believe that if they do not

act in the public interest, the public and customers will strike back with restrictive regulations

and legal action. Research has shown that the values of and examples set by the organization

often have more influence on ethical decisions in marketing than a person’s own value.

Developing awareness of ethical issues is important in understanding and improving

marketing ethics. An ethical issue is an identifiable problem. Situation or opportunity

requiring an individual or organization to choose from among several actions that must be

evaluated as right or wrong, ethical or unethical.

SOCIAL RESPONSIBILITY:-

Compared with ethics, social responsibility represents a broader conceptualization. Social

responsibility in marketing refers to an organization s obligation to maximize its positive

impact and minimize its negative impact on society. Whereas ethics relates to doing the right

thing in making individual and group choices, social responsibility is achieved by balancing

the interest of stakeholders in an organization.

The four dimensions of social responsibility are generally considered to be

a) Economic

b) Legal

c) Ethical and

d) Philanthropic concerns.

Economic: Be profitable, Legal: Obey the law - law is society's codification of right and

wrong, Ethical: Be ethical – Obligation to do what is right, just and fair. Philanthropic: Be a

good corporate citizen -- Contribute resources to the community: improve the quality of life.

TOOLS FOR TRACKING AND MEASURING

CUSTOMER SATISFACTION:-

Customer satisfaction we can measure by the various methods which are followings………

1. COMPLAINT AND SUGGESTION SYSTEM:-

A customer-centered organization makes it easy for its customer to deliver suggestions and

complaints. Many restaurants and hotel provides forms for guests to report likes and dislikes.

Some customer centered companies P&G General Electric, Whirlpool-establish not lines with

too-free 800 telephone numbers. Companies are also adding web pages and email to facilitate

two-way communication. These information's flows provide companies' with many good ideas

and enable them to act quickly to resolve problem.

2. CUSTOMER SATISFACTION SURVEYS:-

Studies show that although customers are dissatisfied with one out

of every four purchases, less than 5% of dissatisfied customer will complain. Most customers

will buy less or switch suppliers. Complaint levels are thus not a good measure of customer

satisfaction. Responsive companies measure customer satisfaction directly by conducting

periodic surveys. They send questionnaires or make telephone calls to random sample of recent

customer. They also solicit buyers, views on their competitors' performances. Whole collecting

customer satisfaction data, it is also use fuel to ask additional questions to measure re-purchase

intention; this will normally be high, if the customer satisfaction is high. It is also useful to

measure the likelihood or willingness to recommend the company and brand to others. A high

positive word-of mouth score indicates that the company is producing high customer satisfaction.

3. LOST CUSTOMER ANALYSIS:-

Companies should contact customer who had stopped buying or

who have switched to another suppliers to learn why this happened. When IBM loses a customer,

it mounts a through effort to learn where it failed. Not only is it important to conduct exit

interviews when customers first stop buying, but is also necessary to monitor the customer loss

rate. If it is increasing this is clearly indicates that the company is falling to satisfy customers.

MARKETING RESEARCH

Marketing research is definition as the objective as the objective and formal process of

systematically obtaining, analyzing and interpreting data for actionable decision making in,

marketing. This definition lays stress on two aspects, namely, objectively and systematic process

in the collection and analysis of data. In fact, marketing research should not be allowance to be

influenced by personal view and considerations. Before undertaking any research study it is

essential to delimit the primary objectives of the project and define the methodology, of

undertaking the project in as much details as possible- Also there is an implicit assumption that

the ultimate findings should have the actionable quality. That is, the user must be able to utilize

the results for marketing decision making purpose. Otherwise, its ability considerably

undermined. That is to say, any marketing research done on an arbitrary basis (i.e. luck of

objectivity) or applying one's personal convenience in the data collection and interpretation (i.e.,

no systematic search) will certainly be of no use.

COMMON USES OF RESEARCH IN MARKETING DECISION

MAKING:-

The following paragraph highlights some of the marketing decision areas whole marketing

research is commonly used. These activities are divided in to seven categories for illustration

purpose.

SALES MANAGEMENT:-

Marketing research is popularly used to determined market demand and supply. As such,

estimation of demand and supply include many more detailed analyses For example, an analysis

of demand side of the market includes.

1. A delineation of market boundary and how they are changing.

2. Assessment of present and future, buyer concentration.

3. Projections of demand for the total market and for major market segments.

Market Boundary:-

Theologically a market may be defined as being bounded by all the closely

substitutable. Offering that may satisfy a given consumer need. However the problem of precise

definition being. What is closely substitutable? How broadly the consumer need be defined?

How many consumers should be included in the market definition when different offerings are

targeted at different groups of consumers? The question becomes particularly pertinent when

consumer needs are varied. The issue becomes that of evolving market segments through suitable

basis which may differentiate consumer's need. This problem is elaborated further under

segmentation research.

BUYER CONCENTRATION:-

Marketing research is made use of to measure how buyers exist in the market and how sales are

distributed among them is estimation of market share by brand purchased, geographical position

of the buyer, type of industry, user industrial technology adopted etc.

DEMAND PROJECTIONS:-

Demand may be estimated in units of value terms and also, the overall growth rates in key

market. Segments are often estimated for better sales management.

SUPPLY:-

An analysis of the supply side of the market is also similarly carried out by marketing research

studies. It included.

I. Assessments of present supply structure (In terms of concentration of competition, product

differentiation and entry barriers). Supply structure refers to the study of how many companies

operate in the market and how are sales distributed among them? Secondly study how

"differentiated" all the products offered? What barriers exist to enter? in to the market by new

firms?. Entry barriers may cause because their particular item is in the exclusive domain of the

small scale sector, special manufacturing skills required as noticeable in case of high technology

products, specialized marketing network required to market a product in the total Indian Market.

II. A deception of the character of competition, competitor's strategies is most sought after topic

of investigation of marketing research today. It includes comparative evaluation of such issues.

a. Market share analysis of branches

b. Positioning of each brand

c. Distribution channels adopted and method of selling.

d. Prices charged and how they all changing with time.

e. Advertising campaigns and promotion programmer adopted corporate image and capabilities.

In other words, It fever to ascertain how the competitors are defining their business in terms of

consumer groups, segments being pursued as reflected by their marketing mix portfolios

CONSUMER BEHAVIOR ANALYSIS:-

Large number of marketing research studies are undertaken to understand consumer behavior.

Especially for each products service studies are widely conducted to know issues like.

WHAT? /HOW? /WHERE? /WHO? /WHEN? /WHY?

Marketing research is undertaken specifically to answer such questions about consumer

motivation, perception which facilitate decision making. It is not enough just, to "ask " how do

consumers use the products" Instead the question must as certain the significance of the answer

so far as marketing decision making is concerned. For example, "What close if mean for product

strategy, advertising message, physical distribution, pricing strategy etc.?

Market Segmentation:-

Faced with heterogeneous composition of markets, every market tries to utilize marketing

research input to from market segments. Segmentation research specifically helps in.

1. Designing the products that truly matcher the demand of the market.

2. Directing the appropriate advertising appeals and promotional pack ages to the

potential profitable segments of is market.

CUSTOMER VALUE AND SATISFACTION:-

The pay to generating high customer loyalty is to deliver high customer value. According to

Michael Lanning, in his Delivering Profitable Value, a company must develop a competitively

superior value proposition and a superior value - delivery system. A company's values

proposition is much more than it’s positioning on a single attribute, it is a statement about the

resulting experience customer will have the offering and their relation. Shop with the suppliers.

The brand must represent a promise about the total resulting experience that customer can

expect. Whether the promise is kept depends upon the company's ability to manage its value-

delivery system. The value delivery system includes all communications and channel experience

the customer will have on the way to obtaining the offering. 9 A similar theme is emphasized by

Simon Know and Stan Macklan in their competing on value. Too many companies create a value

gap by falling to alight brand value with customer value. Brand marketers try to distinguish their

brand item other buy a slogan or with a unique selling proposition or by augmenting the basic

offering with added services. But they are less successful in delivering customer value, primarily,

because their marketing people focus on brand development whether customer will actually

receive the promised notice propositions will depend upon the marketer's ability to influence

various Cole processes. Know and Maklun wan company's Cole processes as designing the

brand profile. In addition to tracking customer value expectations and satisfaction, companies

need to monitor their competitor's performance in these areas. For example, a company was

pleased to find that 80 percent of its customers said they were satisfied. Then the CEO found out

that its leading competitions attained a 90 percent customer satisfaction score. He was further

dismayed when he learned that his competitions was aiming to reach a 95 percent satisfaction

score.

DESIGN OF STUDY

1. STATEMENT OF PROBLEM:-

Primary Objectives:-

To study and design a marketing plan to increase the sales of Maruti

Genuine Accessories in Maruti Service Masters

Secondary objective:-

a) To assess the level of satisfaction of the customer with the company and their opinion

regarding the customer satisfaction.

b) To study if the customer service have been effective or not.

2. METHOD OF DATA COLLECTION:-

The data was collected from the customer by adopting observation method and questionnaire

Method.

Data collection

The data regarding the company has been collected from the company records, booklets and also

conducting discussion with companies' executives..

RESEARCH METHODOLOGY:-

The primary objective of my project is to study the customer satisfaction activity in the firm

regarding maruti genuine accessories and to create market plan and strategies for them.

QUESTIONNAIRE METHOD:-

A detailed questionnaire was prepared on the basis of customer value and satisfaction done in

mind to come out with the effective solutions, Data was collected from that questionnaire and

the sales employees in the organization.

A set of questionnaire was prepared and distributed to the customers and their views were and

feedback was annalysed.

SUMMARY OF FINDINGS/ANALYSIS OF DATA

There was a big problem regarding the availability of the product of maruti genuine accessories

at the counter.

Line managers under greater pressure to achieve targets.

Customers want to purchase only those accessories that were a part of the repair of their vehicle.

A few of them were concerned about the price of the accessories being too much as they have

alternatives of those in local market at comparatively cheaper price.

1>most of the customers almost 90% targeted the price of the MGA as

they said price was very high.

Interpretation-

This clearly shows that price was very high from the

customers point of view of MGA.

2>very rarely they purchase MGA< almost 70% respondents were agree

to this, 20%said that they occasionally purchases maruti genuine

products, remaining 10% were regular customers of MGA.>

interpretation-

this shows that people rarely purchases MGA .

3> most of the customers almost<90%> were in the favour to install

MGA only anytime when they wish.

Interpretation-

This shows that customers want only MGA products to

be installed in their vehicle irrespective of its high price.

d>about the availability of MGA at MSM-

70% Of customers said that the products were available when they went to purchase.

20% customers were not satisfied with the availability of the accessories in MSM.

10% people were not in any state to answer the questions.

Interpretation-

This shows that product/accessories were available

in MSM.

5> regarding the sales staff-

Almost all <90%> customers were satisfied with the behavior of the sales people at the counter.

Whereas 10% prefer not to say anything on this.

Interpretation

This clearly indicates that sales people shares a good understanding with

the customers in terms of their demand.

6> why compels them to purchase MGA?

Almost all were agree to its feature including brand, reliability, quality.

Interpretation-

All the above things were the factors to compel them to purchase

MGA.

7> Accessories installed in their car-

There was a list of accessories being given to them from which they have to

specify whether they are of MGA or NON-MGA.

About 65% of customers prefer MGA ,but when their vehicle was bit old they

generally switches to NON-MGA products.

The remaining 25%were loyal towards the MGA only.

Rest opts to move as par the availability of the accessories and their financial

status.

Rec ommendations

o Display need to be changed frequently within a span of every 2-3

months.

o Danglers should be used in the outlet.

o Target AMC customers with free gifts in the beginning by manipulating

the price of that product in the AMC’S plans.

o Set up a customer rewards program -

o < We’re all familiar with the customer rewards programs that so many

large businesses have in place. But there’s no reason that a small

business can’t have a customer rewards program, too. It can be as

simple as a discount on a customer’s birthday or as complex as a points

system that earns various rewards such as discounts on merchandise.

Done right, rewards programs can really help build customer loyalty

and increase sales.>

o Make your advertising campaigns more effective through posters

and…….

o Make availability of the MARUTI GENUINE ACCESSORIES

continuous.

o Follow up with your customers a couple of days after the sale. Send them

an email or call them and ask if they have any questions about the

item(s) or any problems that need to be resolved.

o Always be thinking of ways to build goodwill in your customers.

Goodwill naturally helps to increase sales and build a profitable

business for the long-terms.

BIBLIOGRAPHY

1. Marketing in India Cases and readings –S. Neelamegham

2. Sales Management- -Decisions strategies and Cases- Richard

R.Still, Edward W.Cundiff, Norman A.P.Govoni

3. Marketing —concept and Strategies: Pride Ferrell

4.Marketing management- Phillip kotler.