University of Mumbai

UNIVERSITY OF MUMBAI

PROJECT REPORT ON

MARUTI SUZUKI – CUSTOMER SATISFACTION

IN PARTIAL FULLFILMENT FOR BACHELORS OF MANAGEMENT

STUDIES

2012-13

PROJECT GUIDE

PROF. MAHEK C.

SUBMITTED BY:

KIRAN WAGH

Roll No: 3344

SPECIALISATION IN

MARKETING

MAHATAMA EDUCATION SOCIETY’S

PILLAI COLLEGE OF ARTS, COMMERCE, SCIENCE.

NEW PANVEL

DECLARATION

I, KIRAN WAGH , student of TYBMS, MAHATAMA EDUCATION

SOCIETY’S PILLAI’S COLLEGE OF ARTS, COMMERCE & SCIENCE,

hereby declare that I have completed the project report on Maruti Suzuki –

Customer satisfaction in the academic year 2012- 2013. The information

submitted by me is true & original to the best of my knowledge.

___________

Signature

MAHATAMA EDUCATION SOCIETY’S

PILLAI COLLEGE OF ARTS, COMMERCE, SCIENCE.

NEW PANVEL.

CERTIFICATE

To whomsoever it may concern

This is to certify that the work entered in this journal is the work of KIRAN

WAGH, T.Y.BMS – B, has successfully completed a project report on Maruti

Suzuki – Customer Satisfaction topic terms of the year 2012- 2013, in the college

as laid down by the college authority.

_____________ _____________

Professor/Guide BMS Co-coordinator(Prof. mmahek C.) (Prof. Prerna Sharma)

_______________

Date: External Examiner.

INDEX

Sr.no. Contents Page no.Executive summary

Chapter 1 Introduction 8

Chapter 2 Research Methodology 12

14Chapter 3 Conceptual Framework 4

Chapter 4 Company Profile55

Chapter 5 Data collection and Analysis 68

Chapter 6 Data Interpretation 79

Chapter 7 Conclusion 82

Chapter 8 Suggestions and

Recommendations

83

Annexure 84

Bibliography

Wibliography86

ACKNOWLEDGEMENT

The research on “Customer Satisfaction Survey of MarutiSuzuki.” has been given to me as part of the curriculum in the completion of T.Y.B.M.S. UNIVERSITY PROJECT. I have tried my best to present this information as clearly as possible using basic terms that I hope will be comprehended by the wide spectrum of researchers, analysts and students for further studies. I have completed this study under the able guidance and supervision and my project guide Prof. Prerna mam. I will be failed in my duty if I do not acknowledge the esteemed scholarly guidance, assistance and knowledge I have received from them towards fruitful and timely completion of this work. Mere acknowledgement may not redeem the debt I owe to my parents for their direct/indirect support during the entire course of this project.I also thankful to my friend who helped me a lot in the completion of this project.

Executive Summary

It was in 1970 that Sanjay Gandhi envisioned the manufacture of maruti which is known

popularly as the people’s car it is maruti which is known to give wheels to the nation. The first

car of maruti was rolled out on Dec. 14, 1983 after s collaboration with Suzuki motors.

Satisfaction is a person’s feeling of pleasure or disappointment resulting from a

comparing perceived performance in

relationt o   his or her expectation. If the performance falls short of expectation, the consumer is

dissatisfied.

If the performancematches the expectations, he consumer is satisfied.   I f   t h e performance

exceeds expectation, the customer is highly satisfied or delighted.

In today’s competitive scenario firms consistently tries tosatisfy his existing customer to get

more customers in everyregards. To meet the desired expectation of customerscompanies has to

look around all aspects of products services and of course market condition,

otherwise they may be out of t he r a ce .

Au tomob i l e i ndus t ry ha s t he s ame competitiveness

and every firm in the industry is consistently working for enhancing their product and services.

The study widely concentrates on the level of satisfaction amongst customers for which I did

Exploratory Research to check the satisfaction level amongst the customers of Maruti as the

popular punch line also says “Count On Us.”

Maruti Suzuki: (Customer Satisfaction)

Maruti Suzuki – way of life

Introduction of the company

Maruti Suzuki India Limited (MSIL, formerly known as Maruti Udyog Limited) is a

subsidiary of Suzuki Motor Corporation. Car market leader, Maruti Suzuki, lovingly also referred to

as the people's car-maker, completed 25 years of an illustrious history 3 years back on 14 th December

2008.

On 14th December, 1983, first Maruti 800, India's iconic car rolled-off the assembly line at

company's Gurgaon plant. Late Mrs. Indira Gandhi, the then Prime Minister of India, handed over

keys for this car to the first Maruti customer. Since then, Maruti Suzuki has produced and sold around

75 lakh (7.5 million) cars to address the needs of customers across segments.

Speaking on the occasion, Mr. Shinzo Nakanishi, Managing Director and CEO, Maruti Suzuki India

Limited said, "The Government of India had entrusted the company a responsibility of building low

cost, fuel efficient cars for the people of India as also building firm foundation for the modernization

and growth of Indian automobile industry.

Thanks to the support of our stakeholders, we have successfully led the automobile revolution in

India. It is a time for us to thank everyone who helped us in our journey so far. Now, we are

positioning India as the global small car manufacturing hub, in line with the government's vision."

The Indian car industry, which was represented by two companies then, was at a volume of 40,000

cars annually. The Maruti-800, symbolizing Indian middle-class aspirations, completely

revolutionized the Indian roads and ushered in an irrevocable change. 

Maruti's current efforts mirror the government's vision to put India in the international map for

producing compact small cars. All over the world, Suzuki is acknowledged for its know-how in

producing small cars. The government's renewed focus on promoting small cars, offers a major

opportunity for Maruti Suzuki. 

Maruti Suzuki believes that its recent investments in two manufacturing facilities will go a long way

in establishing the company and India in the global league. These include Maruti Suzuki's fourth car

assembly plant and a state of the art diesel engine plant at Manesar, and the fuel-efficient KB-series

engine plant at Gurgaon. 

The Manesar assembly plant is rated among the best Suzuki plants worldwide. The plant is future

ready and is designed to produce world-class vehicles. Maruti Suzuki also expects to scale-up

exports and the new Manesar assembly plant will contribute to this effort.

In 1990's when the economy was liberalized and foreign investment allowed into India, the auto

component companies, set up and nurtured by Maruti Suzuki, became the foundation for global car

companies as well. These new players on the Indian automobile scene found an accomplished and

experienced auto component industry, which encouraged further foreign direct investment into India.

Presently Maruti Suzuki enjoys a strong base of around 225 vendors and many of them are listed on

stock exchanges. The good relationship of Maruti Suzuki with its associates provides the company an

edge over its competition, giving the company the flexibility to cater to changes in market demand in

minimum time. 

Today, Maruti has changed the profile of the Indian market. The Swift, SX4 and recent A-star are

examples of how Maruti Suzuki has brought in contemporary technology and latest designing for the

Indian buyers.

Future of the automobile in the Economy

US based consultancy, keystone predicts that India will becomeworld’s third largest automobile

market by 2030. Overall sizeexpected to exceed 20 million with compounded annual growth

rate of over 12%

Starting with the iconic Maruti 800, today, Maruti Suzuki offers 12 models with over 100 variants.

The company has manufactured around seven and a half million cars in India. Of this, the Maruti 800

alone has contributed 2.7 million units since inception in December 1983. Alto, another super-

popular product from the company, recently touched the magic figure of a million units. The

company leads the automobile industry in India with a market share of over 54% amongst passenger

cars.The company has over 600 sales outlets in 393 towns and cities, along with 2,628 workshops

covering 1,220 cities. Today, Maruti Suzuki has more than 7,100 employees.

Research Methodology

Research methodology is a process to systematically solve the research problem. It

may be  unde r s tood   a s   a   s c i ence  o f   s t udy ing how r e sea r ch   i s   done

s c i en t i f i c a l l y .  Why a research study has been undertaken, how the research problem has been

defined. In what way and why the hypothesis has been formulated, what data have been

collected and   particular method has been adopted. Why particular technique of analyzing data has

been used and a host of similar other questions are usually answered when we talk of research

methodology concerning a research problem or study. A research design serves as a bridge

between what has been established (the research objectives) and what is to be done, in

the conduct of the study this project done is of conclusive nature.

Conc lu s ive   r e sea r ch  p rov ide s   i n fo rma t ion   t ha t   he lp   i n making a rational decision.

Descriptive design was choose to measure the satisfaction level of customers on the basis of different

parameters such as quality, price, features, technology, after sale services etc. This design ensured

complete clarity and accuracy. It also ensured minimum bias in collection of data and

reduced the errors in data interpretation. Statistical method was followed in this

research because the data was of descriptive nature and it also enabled accurate

generalizations.

Introduction:

The objective of this project is to conduct the Customer Satisfaction Survey for

MarutiS u z u k i   a n d   r e c o r d i n g ,   a n a l y z i n g   a n d   i n t e r p r e t i n g   t h e   w a n t s   a n d  

e x p e c t a t i o n s   o f   customers. For the company, it is essential to know whether customers

are satisfied or not with the Maruti Suzuki and services provided by company.

Statements of the problem:

The purpose of conducting this research is to get the actual idea about the

experiences of customers and their satisfaction level with Maruti Suzuki. What types of

problem they face after purchasing the vehicles. The purpose of conducting this research is also to

find ou t expec t a t i ons o f cus tomer s fo r Maru t i Suzuk i . Use r s we re s e l ec t ed and

t hen t he analysis was formed regarding the people’s beliefs, satisfaction and

expectations about the Maruti Suzuki. This was basically the problem that was discovered to

conduct this project i.e.“Customer satisfaction survey for Maruti Suzuki.”

SOURCES OF DATA

Primary data:

Primary data are those which are collected a fresh and for the first time, and thus happen

t o   b e   o r i g i n a l   i n   c h a r a c t e r .   I t   w a s   c o l l e c t e d   t h r o u g h   q u e s t i o n n a i r e  

a n d   p e r s o n a l interviews.

Secondary data:

The secondary data are those which have already been collected by someone

else and which have already been through the statistical process. The data were

collected in the form of company profile and produce profile from the web sites and news paper.

Some of the books were referred for theoretical concepts.

OBJECTIVE OF THE STUDY

Primary objective:-

1. Conduct customer satisfaction survey for Maruti Suzuki.

2. To find out customer expectation from Maruti Suzuki.

3. To study the factors those satisfy and delight the customer.

Secondary Objective :-

To know the strategy of customer satisfaction by Maruti Suzuki

To know how maruti Suzuki improves customer relations

To know the current position of the company and new launches

To find out the different CRM at Maruti Suzuki

MARUTI CULTURE

Our employees are our greatest strength and asset. It is this underlying

philosophy that has moulded our workforce into a team with

commong o a l s   a n d   o b j e c t i v e s .   O u r   E m p l o y e e

M a n a g e m e n t   r e l a t i o n s h i p   i s therefore characterized by:

•Participative Management.

•Team work & Kaizen.

•Communication and information sharing.

•Open office culture for easy accessibility

To implement this philosophy, we have taken several measures like a flat

organizational structure. T h e r e a r e o n l y t h r e e l e v e l o f responsibilities

ranging from the Board Of Directors, Division Heads to department Heads . O the r v i s i b l e

f e a tu r e s o f t h i s ph i l o sophy a r e an open office, common uniforms (at all levels), and

a common canteen for all.

Th i s   s t r uc tu r e   ensu re s   be t t e r   commun ica t i on   and   speedy  dec i s i on mak ing

p roce s se s . I t a l so c r ea t e s an env i ronmen t t ha t bu i l d s t r u s t , transparency and a sense

of belonging amongst employees

CUSTOMER RELATIONS

For customer satisfaction maintaining customer relation is very important. So for this the company

must have CRM.

DEFINATION OF CRM

(CRM) is a term applied to processes implemented by a company to handle their contact with their

customers. CRM software issued to support these processes, storing information on customers and

prospective customers. Information in the system can be accessed and entered by employees

indifferent departments, such as sales, marketing, customer service, training, professional

development, performance management, human resource development, and compensation.

Details on any customer contacts can also be stored in the system. The rationale behind this approach

is to improve services provided directly to customers and to use the information in the system for

targeted marketing and sales purposes.CRM stands for Customer Relationship Management. The

genesis of CRM lies in the observation that one element in competitive advantage is the ability of

companies to retain customers. Companies have moved to implement a strategy of satisfying the

customer so as to optimize potential future earnings. This seems to be an especially valid approach

considering the current Internet focus of “your competitor is only a click away”

WHY CRM SHOULD BE USED

In the commercial world the importance of retaining existing customers and expanding business is paramount. The

costs associated with finding new customers mean that every existing customer could be important. The more

opportunities that a customer has to conduct business with your company the better, and one way of achieving this is by

opening up channels such as direct sales, online sales, franchises, use of agents, etc. However, the more channels you

have, the greater the need to manage your interaction with your customer base. Customer relationship management

(CRM) helps businesses to gain an insight into the behavior of their customers and modify their business operations to

ensure that customers are served in the best possible way. In essence, CRM helps a business to recognize the value of its

customers and to capitalize on improved customer relations. The better you understand your customers, the more

responsive you can be to their needs.CRM can be achieved by finding out about your customers' purchasing habits,

opinions and preferences profiling individuals and groups to market more effectively and increase sales changing the

way you operate to improve customer service and marketing Benefiting from CRM is not just a question of buying the

right software. You must also adapt your business to the needs of your customers.CRM (customer relationship

management) is an information industry term for methodologies, software, and usually Internet capabilities that help an

enterprise manage customer relationships in an organized way. For example, an enterprise might build a database about

its customers that described relationships in sufficient detail so that management, salespeople, people providing service,

and perhaps the customer directly could access information, match customer needs with product plans and offerings,

remind customers of service requirements, know what other products a customer had purchased and so forth

Customer Relationship Management by Maruti Suzuki India Ltd.

About Company:

Maruti Suzuki India Ltd. is one of India's leading four-wheeler automobile manufacturers and the

market leader in the car segment, both in terms of volume of vehicles sold and revenue earned.

Suzuki Motor Corporation of Japan holds a majority stake in the company. It was the first company

in India to mass-produce and sell more than a million cars. The company headquarter is in Gurgaon,

Haryana (near Delhi). More than half of the total number of cars sold in India wears a Maruti Suzuki

badge.

Product Mix:

Maruti Suzuki offers 13 models, Maruti 800, Alto, Ritz, A Star, Swift, Wagon R, Zen Estilo, Dzire,

SX4, and Grand Vitara. Swift dzire, A star and SX4 are manufactured in Manesar, Grand Vitara is

imported from Japan as a completely built unit (CBU), remaining all models are manufactured in

Maruti Suzuki's Gurgaon Plant. Sharing across marketing, sales, and services

Customer Relationship Management:

In these competitive times the challenge is to keep inventing newer ways of doing things to keep the

customers in your fold. Over the last few years, the company strengthened the existing practices and

experimented with many new initiatives by way of kaizens (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. The company has retained its

competitive edge by offering high quality products. 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 soon, and all of them were in expansion mode last year to enable the company get closer to the

customer.

Servicing customers 24X7..... 365 days....

The company takes great pride in sharing that customers have rated Maruti Suzuki first once again in

Customer Satisfaction Survey conducted by independent body, J.D. Power Asia Pacific. It is 9th time

in a row. The company was first car company in India to launch a Call Centre in the year 2000.The

award mirrors the company's commitment towards “Customer Obsession.”

Key Initiatives

Car pickup & delivery facility for women car owners. Quote Unquote: "The study finds that vehicle

pickup and delivery before and after service has a strong impact on customer satisfaction. In

particular, customers who say that their vehicle was picked up from their doorstep before service and

delivered to the same point after service are notably more delighted with their after-sales service

experience, compared with customers who do not receive this service.... "Maruti also launched

mission to promote safe driving habits jointly with Institute of Driving Training and Research. It also

launched a special program for Indians living abroad or NRIs, to facilitate them to gift Maruti cars

online to friends and relatives at home. Online club Swift Life is made for all Swift owners.

Setting up "Express Service Bays" & "2 - Technician Bays"

As the name suggests the company set out to delight its customers by offering them faster car service

by introducing new concepts such as Express Service Bays &2- Technicians Bays. These are done for

customers who are hard pressed for time. Both the initiatives undertaken in this direction have helped

improve customer interface and also helped increase the productivity and capacity of existing

workshops.

Mega Camps

The company aggressively conducts 'Mega Camps' throughout the country round the year. Activities

undertaken during a mega camp include complimentary car wash, AC & Pollution check up, oil and

fuel top ups, wheel alignments etc. Apart from mega camps workshop camps like A/C checkup

camps, PUC and general check-up camps, Locality camps , Pre monsoon camps etc are also regularly

conducted as part of customer connect initiatives.

Service at Door Step through Maruti Mobile Support

Another unique initiative is the door step service facility through Maruti Mobile Support.

Maruti Mobile Support is a first of  it's kind initiative and is expected not only to help the company

reach out customers in metro cities but also as a mean to reach semi urban /rural areas where setting

up of new workshop may not be viable

Car Safety device: Immobilizer

The company used technology to meet customer needs and even delight them. Following feedback

that the company's cars were more prone to theft owing to their resale value, the company worked on

an anti-theft immobilizer or "I-Cats;" system for all its new cars.

Complete car needs

The company's effort of providing all car-related needs  from learning to drive a car at Maruti Driving

Schools to car insurance, extended warranty and

eventually exchanging the existing car for a new one under one roof at Dealership also enhances

customer satisfaction.

Current position of the company and new launches :

The new generation of the Suzuki Swift Sport will make its world debut at the 64th International

Motor Show (IAA) Cars show, which will be held in Frankfurt, Germany, from 13 to 25 September

2011.

Suzuki Exhibits

New Swift Sport

Burgman Fuel Cell Scooter

Others

New Swift Sport: an evolution of Swift series’ sporty flagship

The new Swift Sport is a refined sport compact resulting from the first full model change since the

launch of the original Swift Sport in 2006. It has a more aggressive and dignified exterior look thanks

to a ground-hugging form that gives a sense of stability and tension and a big front grille that evokes

sporty performance. And its cabin combines essential sportiness with a high-quality look and feel and

design features that heighten excitement about the driving experience.

Higher power and lower fuel consumption are delivered by the 1.6-litre M16A engine, which Suzuki

developed exclusively for the Swift Sport. The engine is mated to a specially developed six-speed

manual transmission, resulting in performance that’s both exciting and environmentally responsible.

Plus, the new Swift Sport offers superior cornering stability and brisker, more responsive handling

thanks to struts with internal rebound springs and to an exclusive rear-suspension design.

High levels of safety are assured by features such as a light, stiff, impact-absorbing body; seven

airbags (including curtain airbags and a driver’s knee airbag); and an ESP(R) (Electronic Stability

Program).

Different types of CRM at Maruti Suzuki

Analytical CRM

·Designing and executing targeted marketing campaigns

·Designing and executing campaigns, e.g. customer acquisition, cross-selling, up-selling, add on-selling

·Analyzing customer behavior in order to make decisions relating to products and services(e.g. pricing, product

development)

·Management information system (e.g. financial forecasting and customer profitability analysis).

Operational CRM.

·Managing campaigns

·Enterprise marketing Automation

·Sales Force Automation

·Sales Management System

Sales Intelligence CRM

Cross – selling/ Up-selling/ Switch –selling opportunities

·Customer drift

·Sales Performance

·Customer Trends

·Customer margins

·Customer Alignment

Collaborative CRM

§A Buying Experience Like No Other Maruti Suzuki has a sales network of 307 state-of-the-art showrooms across 189

cities, with a workforce of over 6000 trained sales personnel to guide MUL customers in finding the right car.

§Quality Service Across 1036 Cities

  In the J.D. Power CSI Study Maruti Suzuki scored the highest across all 7 parameters: 1.

Least problems experienced with vehicle serviced,2. Highest service quality, 3. Best in-

service experience,4. Best service delivery,5. Best service advisor experience,6. Most user-friendly

service and7. Best service initiation experience.92% of Maruti Suzuki owners feel that work gets

done right the first time during service. The J.D. Power CSI study also reveals that 97% of Maruti

Suzuki owners would probably recommend the same make of vehicle, while 90% owners would

probably repurchase the same make of vehicle.

 (Source: Owners Privilege Zone, Maruti suzuki.com)

Other advantage: which help in CRM

One Stop Shop

At Maruti Suzuki, customers will find all car related needs met under one roof. Whetherit is easy finance, insurance,

fleet management services, exchange- Maruti Suzuki is setto provide a single-window solution for all car related needs.

The Low Cost Maintenance Advant

The acquisition cost is unfortunately not the only cost customers face when buying a car. Not so in the case of a Maruti

Suzuki. It is in the economy segment that the affordability of spares is most competitive, and it is here where Maruti

Suzuki shines.

Lowest Cost of Ownership

The highest satisfaction ratings with regard to cost of ownership among all models are all Maruti Suzuki vehicles: Zen,

Wagon R, Esteem, Maruti 800, Alto and Omni

CRM through Social Relationship

In 1999 Launch of Maruti - Suzuki innovative traffic beat in Delhi and Chennai associal initiatives.

Maruti Driving School-Available in all major cities. Lady trainer for lady customer.

Institute of Driving Training and Research.

Stations of experience

Role of the Sales Person

He should be neatly dressed

He should have knowledge about various products

Features

Variants

Colors

Prices

Sales promotion campaigns

Competitor products, their features, prices ,etc.

Latest service and warranty policies

Current availability

Carry copy of ready reckoner.

“Do not leave the customer unattended for more than 3 minutes”

Customer Care Team:

Role of the Customer Care Manager:

Customer Care Manager is the leader of the customer care team. He is accountable for the sales

satisfaction index of the dealership. The customer care manager ensures that every customer is

properly followed up and feedback is recorded. Also the customer complaints are recorded and

resolved as soon as possible to the level of satisfaction. The customer care executives report to the

customer care manager.

Customer Care Executive:-

Initially does the Post Sales Follow up (PSF) and monitors the feedback

Forms at the showroom

Post sales follow up

PSF’s are done in order to get the first hand feedback from the customer about the experience that

they had during the sales and delivery process. The first PSF is done within the 72 hours of delivery

and the voice or exact wordings of the customer are recorded. The next PSF call is made after 15days

after the vehicle is delivered. The feedback form system is a very important tool to obtain customer’s

feedback on the experience that the customer had during the purchase of his/her car.

Why Maruti Suzuki

The quality Advantage:

Maruti Suzuki owners experience fewer problems with their vehicles than any other car manufacturer

in India (J.D. power IQS study 2004). The Alto was chosen No. 1 in the premium compact car

segment and the Esteem in the entry level mid – size car segment across 9 parameters.

The J.D. power APEAL study 2004 proclaimed the wagon R no. 1 in the premium compact Car

segment and the esteem no. 1 in the entry level mid – size car segment. This study measures owners

in terms of design, content, layout, and performance of vehicles across 8 parameters.

A buying experience like no other:

Maruti Suzuki has a sales network of 307 state-of the-art show rooms across 189 cities with a work

force of over 6000 trained personnel to guide our customers in finding the right car. Our high sales

and customer care standards led us to achieve the no. 1 nameplate in the J.D. Power SSI study 2004.

Quality service across 1036 cities:

In the J.D. power CSI study 2004, maruti Suzuki scored the highest across all 7 parameters: least

problems experienced with vehicle serviced, highest service quality, best in service experience, best

service delivery, best service advisor experience, most user –friendly service and best service

initiation experience.

92% of maruti Suzuki owners feel that work gets done right the first time during service. The J.D.

power study CSI 2004 also reveals that 97% of Maruti Suzuki owners would probably recommend

the same make of vehicle, while 90% owners would probably repurchase the same make of vehicle.

One stop shop:

At maruti Suzuki u will find all car related needs met under one roof . whether it is easy finance,

insurance, fleet management services, exchange – Maruti Suzuki is set to provide a single –window

solution for all your car related needs.

The lowest cost maintenance advantage:

The acquisition cost is unfortunately not the only cost you face when buying a car. Although car may

be affordable to buy, it may not necessarily be affordable to maintain, as some of its regularly used

spare parts may be priced quiet steeply. Not so in the case of a Maruti Suzuki. It is in the economy

segment that the affordability of spares is most expensive and it is here where maruti Suzuki shines.

Lowest cost of ownership:

The highest satisfaction ratings with regard to cost of ownership among all models are all maruti

Suzuki vehicles: Zen, wagon R, Esteem, swift, Alto and Omni. We are proud to have the lowest cost

of operation/km (among petrol vehicles) – the top 5 models are all Maruti Suzuki models: Swift, Zen,

Alto, Omni and Wagon R.

PRODUCTION MILESTONES

i) 1st vehicle produced, December 1983

ii) 1, 00,000 vehicles produced by August, 1986

iii) 5, 00,000 vehicles produced by June, 1990

IV) 1st vehicle produced, December 1983

v) 1, 00,000 vehicles produced by August, 1986

vi) 5, 00,000 vehicles produced by June, 1990

vii) 10, 00,000 vehicles produced by March, 1994

viii) 15, 00,000 vehicles produced by April, 1996

ix) 20, 00,000 vehicles produced by October, 1997

x) 25, 00,000 vehicles produced by March, 1999

xi) 30, 00,000 vehicles produced by June, 2000

xii) 35, 00,000 vehicles produced by December 2001

xiii) 40, 00,000 vehicles produced by April, 2003

xiv) 45, 00,000 vehicles produced by April, 2004

MILESTONES

2005

• The fiftieth lakh car rolls out in April, 2005

• Growth in overall sales by 15.8%

2004

• New (non A/C) variant of Alto

Alto becomes India's new best selling car 

• LPG variant of 'Omni Cargo'

• Versa 5-seater, a new variant

• Baleno LXi, a new variant

• Maruti closed the financial year 2003-04 with an annual sale of  472122 units, the highest

ever since the company began operations 20years ago

2003

•New Suzuki Grand Vitara XL-7

•Redesigned and all-new Zen

•New upgraded WagonR

•Enters into partnership with State Bank of India

•Production of 4 millionth vehicle. Listed on BSE and NSE after apublic issue

oversubscribed 10 times

2002

• WagonR Pride

• Esteem Diesel. All other variants upgraded

• Alto Spin LXi, with electronic power steering

• Special edition of Maruti 800, India’s first colour-coordinated car 

• Maruti True value in Mumbai

• Maruti Finance in Mumbai with 10 finance companies

• Suzuki Motor Corporation (SMC) increases its stake in Marutito 54.2 percent

2001

• Zen LXi

• Maruti True Value launched in Bangalore and Delhi

• Maruti Versa, India’s first luxury MPV

• Alto Spin LXi, with electronic power steering

• Alto Vxi

• C u s t o m e r   i n f o r m a t i o n   c e n t e r s   l a u n c h e d   i n   H y d e r a b a d , Bangalore

and Chennai

• Launch of versa

2000

• First car company in India to launch a Call Center 

•New Alto

• Altura, a luxury estate car 

•IDTR (Institute of Driving Training and Research) launched jointlywith the Delhi government to

promote safe driving habits

1999

•Maruti 800 EX ( 796cc, hatchback car)

•Zen LX (993cc, hatchback car)

•Zen VXi (993cc, hatchback car with power steering)

•Omni XL ( 796cc, MUV, high roof)

•Baleno (1600cc, 3 Box Car)

•Wagon R

•Launch of Maruti - Suzuki innovative traffic beat in Delhi andChennai as social initiatives

1998

•Maruti launches website as part of CRM initiatives

•Zen D (1527 cc diesel, hatchback car)

•Zen VX & Zen VX Automatic

•New (Omni & Omni E) (796cc, MUV)

•Launch of website as part of CRM initiatives

1997

•1998 Esteem (1299cc, 3 box car) LX, VX and AX

•New Maruti 800 (796cc,hatchback Car) Standard and Deluxe

•P roduced t he 2 m i l l i on th veh i c l e s i nce t he commencemen t o f   production

1996

Gypsy (E) (970cc, 4WD 8 seater)

•Omni (E) (796cc, MUV, 8 seater)

•Gypsy King (1298cc, 4WD, off road vehicle)

•Zen Automatic (993cc, hatchback car)

•Esteem 1.3L (1298 cc, 3 box Car)AX

•Launch of 24-hour emergency on-road vehicle service

1995

•Esteem 1.3L (1298 cc, 3 box car)VX

•With the launch of second plant, installed capacity reached200,000 units

1994

•Esteem1.3L (1298cc, 3 box car)LX

•Produced the 1 millionth vehicle since the commencement of production

1993

•Z e n ( 9 9 3 c c ,   h a t c h b a c k   C a r ) ,   w h i c h   w a s   l a t e r   exported in Europe and elsewhere

as the Alto

1992

•SMC increases its stake in Maruti to 50 percent

1991

•R e a c h e s   c u m u l a t i v e   i n d i g e n i z a t i o n   o f   6 5   p e r c e n t   f o r   a l l vehicles produced

1990

•Maruti 1000(970cc, 3 box), India’s first contemporary sedan

1988

•Installed capacity increased to 100,000 units

1987

•Exported first lot of 500 cars to Hungary

1986

•Maruti 800 ( New Model-796cc, hatchback Car)

•Produced 100,000 vehicles (cumulative production)

1985

•Launch of Maruti Gypsy (970cc, 4WD off-road vehicle)

1984

•Omni, a 796cc MUV

•Installed capacity reached 40,000 units

1983

•Maruti 800, a 796 cc hatchback, India’s first affordable car.

•Production was started under JVA

1982

•L i cense and JV ag reemen t s i gned be tween Maru t i Udyog Ltd. and SMC of Japan

1981

•Maruti Udyog Ltd was incorporated under the provisions of  the Indian Companies Act,

1956

2005

•Number one i n JD Power SSI fo r t he s econd consecu t i ve year 

•Number one in JD Power CSI for the sixth time in a row – the only car to win it so many times

M800, Wagon R and Swift topped their segments in the TNS Total Customer Satisfaction Study.

•Leadership in the JD Power Initial Quality Study – Alto number one in its segment for the 2nd time

in a row, Esteem number  one in its segment for the 3rd year in a row, Swift number one in the

premium compact segment

•Wagon R and Es t eem top t he i r s egmen t s i n t he JD Power  APEAL study

•TNS ranks Maruti 4th in the Corporate Reputation Strength (CSR) study (#1 in Auto sector)-Feb 05

•Maru t i bagged t he "Manufac tu r e r o f t he yea r " awa rd f rom Auto car-CNBC (2nd

time in a row)-Feb 05

•First Indian car manufacturer to reach 5 million vehicles sales

•Business World ranks Maruti among top five most respected companies in India-Oct 04

•Maruti ranked among top ten (Rank7) greenest companies inIndia by

•Business Today - Sep '04

2004

•Maru t i Suzuk i was No . 1 i n Cus tomer s a t i s f ac t i on , No . 1 i n Sa l e s

Sa t i s f ac t i on No .1 i n P roduc t Qua l i t y (Es t eem and A l to ) and No . 1 i n Product

Appeal (Esteem and Wagon R)

•No. 1 in Total Customer Satisfaction (Maruti 800, Zen and Alto)

•Business World ranked us among the country's five most respected companies

•Business World ranked us the country's most respected automobile company

•Voted Manufacturer of the year by CNBC

•Voted one of India's Greenest Companies by Business Today-ACNielson ORG-MARG

2003

•Maruti 800, Maruti Zen and Maruti Esteem make it to the top 10 au tomot ive b r ands

i n "Mos t T rus t ed Brand su rvey 2003" J D Power   ranked 3 models of Maruti on top:

Wagonr, Zen and Esteem

•Maruti 800 and Wagonr top in NFO Total Customer SatisfactionStudy 2003.

•MUL tops in J D Power CSI (2001) for 4th time in a row

2001

•MUL tops i n J D Power CSI (2001 ) fo r 2nd t ime i n a r ow: ano the r   international

first

2000

•M a r u t i   b a g s   J D   P o w e r   C S I   -   1 s t   r a n k ;   u n i q u e   a c h i e v e m e n t b y market

leader anywhere in the world

1999

•MSM launched as model workshop in India; achieves highest CSI rating.

•Central Board of Excise & Customs awards Maruti with "Samman Patra", for contribution

to exchequer and being an ideal tax assessee

1998

•CII's Business Excellence Award

1996

•Maruti wins INSSAN award for "Excellence in Suggestion Scheme"

•Awarded the Star Trading House status by Ministry of Commerce

1994-95

•E n g i n e e r i n g   E x p o r t s   P r o m o t i o n   C o u n c i l ' s   a w a r d   f o r  

e x p o r t performance

1994

•Best Canteen award among Haryana Industries as part of employeewelfare

1992-93

•E n g i n e e r i n g   E x p o r t s   P r o m o t i o n   C o u n c i l ' s   a w a r d   f o r  

e x p o r t performance.

1991-92

•E n g i n e e r i n g   E x p o r t s   P r o m o t i o n   C o u n c i l ' s   a w a r d   f o r  

e x p o r t performance.

The recent launch of KIZASHI …

Overview Information

Although Suzuki offered larger vehicles made by Daewoo in the past, the Kizashi is their first mid-

size car designed and built in house. Although the Suzuki markets the Kizashi as a mid-size, it is on

the smaller side of the segment with dimensions closer to the Honda Civic than the Toyota Camry. A

180-bhp, 2.4l four-cylinder engine is standard on all models. Most models are equipped with a CVT,

but a six-speed manual is available. One item that sets the Kizashi apart is the availability of all-

wheel-drive. Most of the sales leaders only offer front-wheel-drive. Pricing ranges from $19,000 for

the base S model to $28,000 for a fully equipped SLS model.

What Changed:

The Kizashi GTS and SLS models add a standard sport package consisting of trim changes, custom

wheels and a lowered ride height.

Official Word:

With the introduction of the 2010 Kizashi, followed by the debut of the 2011 Kizashi Sport,

American Suzuki Motor Corp. (ASMC) boldly challenges the otherwise sleepy midsize sedan

segment. The Kizashi (pronounced "Kee-Zah-Shee"), the company's first all-wheel-drive sport sedan,

delivers a unique blend of dynamic performance attributes, premium design aesthetics and

craftsmanship yet to be experienced in the high-volume midsize category.

At a Glance

Pricing $18,999 - $27,299

Drive Types FWD, AWD

Engines 2.4l I4

Transmissions CVT, M6

Fuel Economy 20-23 (city), 29-31 (highway)

Our Ratings

Velocity Index 61

Industry growth -

CHAPTER 5

1. Knowledgeable Salesperson

Strongly agree

Disagree Neither disagree nor agree

Agree Strongly agree

Percentage(%) - - - 85% 15%

2. E m p l o y e e s   s p e n t   e n o u g h time with you before sales

Strongly agree

Disagree Neither disagree nor agree

Agree Strongly agree

Percentage(%) - 4% - 62% 34%

62% agreed that sales persons spent enough time with them during the sales ,while 34% strongly

agreed that the sales persons spent enough time with themduring sales and only 4% disagreed

with this.

3. Availability of the Product

Strongly agree

Disagree Neither disagree nor agree

Agree Strongly agree

Percentage(%) - 4% - 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.

4. V a r i e t y / S e l e c t i o n Merchandize

Strongly agree

Disagree Neither disagree nor agree

Agree Strongly agree

Percentage(%) - 6% - 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.

5. Prices Are Affordable

Strongly agree

Disagree Neither disagree nor agree

Agree Strongly agree

Percentage(%) - - 15% 21% 64%

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.

6. Attractive Discounts Offered

Strongly agree

Disagree Neither disagree nor agree

Agree Strongly agree

Percentage(%) - 11% - 55% 34%

 5 5 %   a g r e e d   t h a t   t h e   d i s c o u n t s   o f f e r e d   a r e   a t t r a c t i v e ,   3 4 %   s t r o n g l y

agreed with this while 11% disagreed and said that the discounts offered were not attractive.

7. Décor Of The Waiting Area Is Pleasing

Strongly agree

Disagree Neither disagree nor agree

Agree Strongly agree

Percentage(%) - - - 80% 20%

80% ag reed t ha t t he déco r o f t he wa i t i ng a r ea was p l ea s ing wh i l e

20% strongly agreed that the décor of the waiting area was pleasing

8. Offered A Test Drive

Strongly agree

Disagree Neither disagree nor agree

Agree Strongly agree

Percentage(%) - 20% - 74% 6%

74% agreed that the test drive was offered to them ,6% strongly agreed that the test

drive was offered while 20% disagreed with this.

9. R e s p o n d s   T o   c o m p l a i n t s

Strongly agree

Disagree Neither disagree nor agree

Agree Strongly agree

Percentage(%) - 6% 12% 64% 18%

64% agreed that the response to complaints is quick , 18% strongly agreed, 12% neither agreed

nor disagreed and 6% disagreed with this.

10. S e r v i c e   A t   M a r u t i   S e r v i c e Station Is Excellent

Strongly agree

Disagree Neither disagree nor agree

Excellent Strongly agree

Percentage(%) - 14% - 82% 14%

82% said that the service at maruti service station is excellent , 14%strongly agreed while only

4% disagreed with this.

11. C a r e f u l   W i t h   P e r s o n a l Information

Strongly agree

Disagree Neither disagree nor agree

Agree Strongly agree

Percentage(%) - 7% 8% - 85%

 85% agreed that yes they were careful with personal information, strongly agreed with this and

8% neither agreed nor disagreed.

12. A l l   T h e   C o m m i t m e n t s   a r e Fulfilled

Strongly agree

Disagree Neither disagree nor agree

Agree Strongly agree

Percentage(%) - - - 6% 94%

94%  s t rong l y   ag reed   t ha t   a l l   t he   commi tmen t s  we r e   fu l f i l l ed   and  6% agreed with this.

13. Value For Money

Strongly agree

Disagree Neither disagree nor agree

Agree Strongly agree

Percentage(%) - - - 2% 98%

98%  s t rong l y   ag reed   t ha t  ma ru t i   p ro v id e s   va lue   fo r  mon ey  wh i l e   2% agreed

with this.

14. What is your overall opinion about Maruti ?

Very bad Bad Neither bad nor good

Good Very good

Percentage(%) - - - 4% 96%

96% said that there overall opinion about maruti was that it is ver good while 4% said that it is good.

CHAPTER 6

Findings

It is observed that

1. The prospective segment is from the business and self employed class.

2. The company should concentrate on the age group 26-34.

3. Maruti should continue to maintain the standard of the service.

4 . I t i s obse rved t ha t , 42% o f t he r e sponden t a r e o f op in ion t ha t veh i c l e s

are as per expectation, and 20% are saying its below expectation.

5 . Company shou ld improve i t s pos t s a l e s s e rv i ce .

6. The customer highest priority is for the mileage.

7. Maruti Suzuki needs to improve its awareness about Add-on-Services like any time Maruti,

MEW etc.

8. Customer are highly satisfied with the service which help in customer retention

9 . I t i s obse rved t ha t , 46% o f t he cus tomer s a r e o f op in ion t ha t Maru t i

should improve in quality, and 16% of the opinion that Maruti should improve in price.

10. Customers are highly satisfied which help in customer retention.

11. Company has created goodwill among the customers which will help them to recommend car

to friends and relatives.

12. Maruti Suzuki needs to educate the customers about the benefits of M-Finance. They can

motivate the cash customers to offer M-Finance.

1 3 . I t i s   o b s e r v e d   t h a t ,   8 6 % o f   t h e c u s t o m e r s   a r e   r e a d y   t o   p r e f e r

M - Insurance, 14% are not ready to prefer M-Insurance.

LIMITATIONS OF STUDY:

Though the research was conducted properly, the probability of errors & biases kept

is minimum; still some errors occurred because of certain limitation.

These are as follows:-

a )A ve ry sho r t   span o f t ime fo r r e sea r ch .

b ) T h i s   i s   t i m e c o n s u m i n g   r e s e a r c h   m e t h o d   &   t h e   r e s p o n d e n t s  

d i d   n o t   h a v e sufficient time for giving information for such type of research.

c)People were reluctant to give responses for such type of research.

d) People also did not give proper response for Questionnaire & interview, because

of short time.

e) Study is restricted to only Amravati city. I have hones t l y and s i nce re ly t r i ed t o p r e sen t t he f a c t s and f i gu re s bu t some error still might have cropped up

CONCLUSION

As the leading manufacturer in the small car segment of the Indian market,

we would like suggest Maruti Suzuki Ltd and like to conclude by giving my some point of views

like :-

1) To strengthen their leadership position in the small car segment of the Indian market;

2) To continue to expand the size of the Indian market for small cars by strengthening and

expanding the dealer network and making automobile financing available at competitive rates;

and

3) To continue to benchmark them against improving global manufacturing, marketing and other

practices and standards, strive to increase customer satisfaction through quality products and

new\ initiatives, and promote the financial strength of our sale network.

4) Maruti Suzuki should make some compact cars with sporty looks like Swift .It will give new

dimensions to the success of Maruti Suzuki.

5) The most important suggestion would be: Maruti Suzuki has emphasized highly on their CRM policies and

they must carry the same practices and they must concentrate that these services should not go down rate they

must work on strengthening the CRM policies. Because in India, the after sale services matters a lot. If one

company is very good at all aspects but not good at the CRM policies customers will simply switch that brand. But

if a company is Excellent in its After Sale services or co-coordinating in excellent manners with the customers The

Customers love to attach with that company whether all the features are not good. So to maintain the success

Maruti must be good at the CRM policies as it is now

Suggestion and recommendation

1) More test drives should be offered.

2) Should be more particular about Post Sales Follow Up as itshows the concern of the company

with the customer.

3) Should put in more efforts to promote Maruti Finance ,Autocard and Accessories.

QUESTIONNIARE

1) How satisfied are you with the purchase you made (of a product or service)?

1 = Excellent, 2 = Good, 3 = Satisfactory, 4 = Poor

2) How satisfied are you with the service u received?

1 = Excellent, 2 = Good, 3 = Satisfactory, 4 = Poor

3) Were the sales people there knowledgeable and able to answer your queries? How was the experience?

Ans.)

4) How would you rate Maruti on the following parameter

Stronglydisagree

disagree Neither agree nor disagree

agree Strongly agree

Employees spend enough time with u Before salesAfter salesDuring salesDisplay of merchandise is attractiveVariety/selection Prices are affordableAttractive

discounts offeredPost sales follow ups are done quicklyOffered a test driveCareful with personal informationValue for moneyservice at maruti service station is excellentResponds to customer quicklyDécor of the waiting area is pleasingAll the commitments are fulfilled

BIBLIOGRAPHY

1. Automobile Magazines

2. Marketing Management by Philip Kotler

3. Kothari. C. R, Research Methodology, New Age International(P) Ltd., New Delhi.

4. Newspaper-business standard, Times of India, DNA, Hindustan Times etc

WIBIOLIGRAPHY

1. www.marutisuzuki.com 2. www.automative.com 3. www.marutiudyog.com