DECLARATION

I Tushar Budhraja , Roll No. ________ of MBA Semester 3 of Hindu Institute of Management
& Technology, Rohtak, hereby declare that the project entitled Digital Revolution in Maruti Suzuki
Limited is an original work and the same has not been submitted to any other institute for award of
any other degree. The interim report was presented to the supervisor on ……………….and the pre-
submission presentation was made on……………….. The feasible suggestions have been duly
incorporated in consultation with the supervisor.

Counter Signed Candidate’s Signature

Tushar Budhraja
 ACKNOWLEDGEMENT

"Gratitude is not a thing of expression; it is more a matter of feeling."

There is always a sense of gratitude which one express for others for their help and supervision in
achieving the goals. We too express my deep gratitude to each and everyone who has been helpful to
us in completing the project report successfully. We would like to thank almighty God for blessing
showered on us during the completion of Dissertation Report. First of all, we are highly thankful to
Dr. Hitesh Dhall (Director HIMT-ROHTAK) for allowing us to pursue our Dissertation Report on
“digital revolution".

We give our regards and sincere thanks to Dr. Vikas Vij (Project guide) who has devoted his
precious time in guiding us & helping us complete it within time. We feel self-short of words to
thanks our parents and friends who had directly or indirectly instrumental in the completion of the
project. We are indebted to all respondents for their time passion during the long conversations.

Tushar
 PREFACE

Practical training constitutes an integral part of management studies. Training gives an opportunity to
the students to expose themselves to the industrial environment, which is quit different from the
classroom teachings. One cannot rely on theoretical knowledge. It has to be coupled with practical to
be fruitful. Training also enables the management students to see themselves the working condition
under which they have to work in the future. It thus enables the students to undergone those
experiences, which will help them later when they join any organization. After liberalization the
Indian economic sense is changed. Industrial activity in India has become a thing to watch & I really
wanted to be a part of it &it is essential for me being a marketing student.

I underwent eight weeks of training at Maruti Suzuki. I consider myself lucky to get my summer
training in Maruti Suzuki. It really helped me to get a practical insight into actual business
environment & provide me an opportunity to make my marketing management concepts more clear.

Tushar
 Table of Content

Declaration I
Certificate II
Acknowledgement III
Preface IV
Chapters Page no.

Chapter I Introduction to Project 1-9

Chapter-II Introduction to Company 10-49

Chapter-III Research Methodology 50-54

Chapter-IV Analysis and Interpretation 55-65

Chapter-V Suggestion and Conclusion 66-67

Suggestion 66

Conclusion 67

Bibliography 68

Annexure 69-71
 MARKETING

Marketing is the process of identifying customers and "creating, communicating, delivering, and
exchanging" goods and services for the satisfaction and retention of those customers. It is one of the
primary components of business management and commerce.

Marketing is typically conducted by the seller, typically a retailer or manufacturer. Products can be
marketed to other businesses (B2B marketing) or directly to consumers (B2C marketing). Sometimes
tasks are contracted to a dedicated marketing firm or advertising agency. More rarely, a trade
association or government agency (such as the Agricultural Marketing Service) advertises on behalf
of an entire industry or locality, often a specific type of food (e.g. Got Milk?), food from a specific
area, or a city or region as a tourism destination.

Market orientations are philosophies concerning the factors that should go into market planning. The
marketing mix, which outlines the specifics of the product and how it will be sold, is affected by the
environment surrounding the product, the results of marketing research and market research, and the
characteristics of the product's target market. Once these factors are determined, marketers must then
decide what methods of promoting the product, including use of coupons and other price
inducements.

The term marketing, what is commonly known as attracting customers, incorporates knowledge
gained by studying the management of exchange relationships and is the business process of
identifying, anticipating and satisfying customers' needs and wants.

Marketing can include activities like:

 Selection of a target audience

 Selection of certain attributes or themes to emphasize in advertising.
 Operation of advertising campaigns.
 Attendance at trade shows and public events.
 Design of products and packaging to be more attractive to buyers
 Selection of the terms of sale, such as price, discounts, warranty, and return policy.
 Product placement in media or with people believed to influence the buying habits of others.
 Contracts with retailers, wholesale distributors, or resellers.
 Attempts to create awareness of, loyalty to, and positive feelings about a brand.
CONCEPT

The "marketing concept" proposes that to complete its organizational objectives, an organization
should anticipate the needs and wants of potential consumers and satisfy them more effectively than
its competitors. This concept originated from Adam Smith's book The Wealth of Nations but would
not become widely used until nearly 200 years later. Marketing and Marketing Concepts are directly
related.
Given the centrality of customer needs, and wants in marketing, a rich understanding of these
concepts is essential:

Needs: Something necessary for people to live a healthy, stable and safe life. When needs remain
unfulfilled, there is a clear adverse outcome: a dysfunction or death. Needs can be objective and
physical, such as the need for food, water, and shelter; or subjective and psychological, such as the
need to belong to a family or social group and the need for self-esteem.

Wants: Something that is desired, wished for or aspired to. Wants are not essential for basic survival
and are often shaped by culture or peer-groups.

Demands: When needs and wants are backed by the ability to pay, they have the potential to become
economic demands.

MARKETING RESEARCH

Marketing research, conducted for the purpose of new product development or product improvement,
is often concerned with identifying the consumer's unmet needs. Customer needs are central to
market segmentation which is concerned with dividing markets into distinct groups of buyers on the
basis of "distinct needs, characteristics, or behaviors who might require separate products or
marketing mixes." Needs-based segmentation (also known as benefit segmentation) "places the
customers' desires at the forefront of how a company designs and markets products or services."
Although needs-based segmentation is difficult to do in practice, it has been proved to be one of the
most effective ways to segment a market.

In addition, a great deal of advertising and promotion is designed to show how a given product's
benefits meet the customer's needs, wants or expectations in a unique way.

Marketing research is a systematic process of analyzing data that involves conducting research to
support marketing activities and the statistical interpretation of data into information. This
information is then used by managers to plan marketing activities, gauge the nature of a firm's
marketing environment and to attain information from suppliers. A distinction should be made
between marketing research and market research. Market research involves gathering information
about a particular target market.

As an example, a firm may conduct research in a target market, after selecting a suitable market
segment. In contrast, marketing research relates to all research conducted within marketing.
Market research is a subset of marketing research. (Avoiding the word consumer, which shows
up in both, market research is about distribution, while marketing research encompasses distribution,
advertising effectiveness, and sales-force effectiveness).

The stages of research include:

 Define the problem

 Plan research
 Research
 Interpret data
 Implement findings

THE MARKETING MIX

A marketing mix is a foundational tool used to guide decision making in marketing. The marketing
mix represents the basic tools that marketers can use to bring their products or services to the market.
They are the foundation of managerial marketing and the marketing plan typically devotes a section
to the marketing mix.

The 4Ps

The traditional marketing mix refers to four broad levels of marketing decision, namely: product,
price, promotion, and place.

One version of the marketing mix is the 4Ps method.

Product

The product aspects of marketing deal with the specifications of the actual goods or services, and
how it relates to the end-user's needs and wants. The product element consists of product design, new
product innovation, branding, packaging, labeling. The scope of a product generally includes
supporting elements such as warranties, guarantees, and support. Branding, a key aspect of the
product management, refers to the various methods of communicating a brand identity for the
product, brand, or company.

Pricing

This refers to the process of setting a price for a product, including discounts. The price need not be
monetary; it can simply be what is exchanged for the product or services, e.g. time, energy, or
attention or any sacrifices consumers make in order to acquire a product or service. The price is the
cost that a consumer pays for a product—monetary or not. Methods of setting prices are in the
domain of pricing science.

Place (or distribution)

This refers to how the product gets to the customer; the distribution channels and intermediaries such
as wholesalers and retailers who enable customers to access products or services in a convenient
manner. This third P has also sometimes been called Place or Placement, referring to the channel by
which a product or service is sold (e.g. online vs. retail), which geographic region or industry, to
which segment (young adults, families, business people), etc. also referring to how the environment
in which the product is sold in can affect sales.

Promotion

This includes all aspects of marketing communications: advertising, sales promotion, including
promotional education, public relations, personal selling, product placement, branded entertainment,
event marketing, trade shows, and exhibitions. This fourth P is focused on providing a message to get
a response from consumers. The message is designed to persuade or tell a story to create awareness.
Criticisms

One of the limitations of the 4Ps approach is its emphasis on an inside-out view. An inside-out
approach is the traditional planning approach where the organization identifies its desired goals and
objectives, which are often based around what has always been done. Marketing's task then becomes
one of "selling" the organization's products and messages to the "outside" or external stakeholders. In
contrast, an outside-in approach first seeks to understand the needs and wants of the consumer.

From a model-building perspective, the 4 Ps has attracted a number of criticisms. Well-designed

models should exhibit clearly defined categories that are mutually exclusive, with no overlap. Yet,
the 4 Ps model has extensive overlapping problems. Several authors stress the hybrid nature of the
fourth P, mentioning the presence of two important dimensions, "communication" (general and
informative communications such as public relations and corporate communications) and
"promotion" (persuasive communications such as advertising and direct selling). Certain marketing
activities, such as personal selling, may be classified as either promotion or as part of the place (i.e.,
distribution) element. Some pricing tactics, such as promotional pricing, can be classified as price
variables or promotional variables and, therefore, also exhibit some overlap.

Other important criticisms include that the marketing mix lacks a strategic framework and is,
therefore, unfit to be a planning instrument, particularly when uncontrollable, external elements are
an important aspect of the marketing environment.

Modifications and extensions

To overcome the deficiencies of the 4P model, some authors have suggested extensions or
modifications to the original model. Extensions of the four P's are often included in cases such as
services marketing where unique characteristics (i.e. intangibility, perishability, heterogeneity and
the inseparability of production and consumption) warrant additional consideration factors. Other
extensions have been found necessary for retail marketing, industrial marketing, and internet
marketing

include "people", "process", and "physical evidence" and are often applied in the case of services
marketing Other extensions have been found necessary in retail marketing, industrial marketing and
internet marketing.

The 4Cs

In response to environmental and technological changes in marketing, as well as criticisms towards

the 4Ps approach, the 4Cs has emerged as a modern marketing mix model.

Consumer (or client)

The consumer refers to the person or group that will acquire the product. This aspect of the model
focuses on fulfilling the wants or needs of the consumer.

Cost

Cost refers to what is exchanged in return for the product. Cost mainly consists of the monetary value
of the product. Cost also refers to anything else the consumer must sacrifice to attain the product,
such as time or money spent on transportation to acquire the product.

Convenience

Like "Place" in the 4Ps model, convenience refers to where the product will be sold. This, however,
not only refers to physical stores but also whether the product is available in person or online. The
convenience aspect emphasizes making it as easy as possible for the consumer to attain the product,
thus making them more likely to do so.

Communication

Like "Promotion" in the 4Ps model, communication refers to how consumers find out about a
product. Unlike promotion, communication not only refers to the one-way communication of
advertising, but also the two-way communication available through social media.

The marketing plan

The area of marketing planning involves forging a plan for a firm's marketing activities. A
marketing plan can also pertain to a specific product, as well as to an organization's overall marketing
strategy. An organization's marketing planning process is derived from its overall business strategy.
Thus, when top management is devising the firm's strategic direction/mission, the intended marketing
activities are incorporated into this plan.

Outline of the marketing plan

Within the overall strategic marketing plan, the stages of the process are listed as thus:

 Executive Summary
 Current marketing situation
 Threats and opportunities analysis
 Objectives and issues
 Marketing Strategy
 Action programs
 Budgets
  Control

Levels of marketing objectives within an organization

As stated previously, the senior management of a firm would formulate a general business strategy
for a firm. However, this general business strategy would be interpreted and implemented in different
contexts throughout the firm.

At the corporate level, marketing objectives are typically broad-based in nature, and pertain to the
general vision of the firm in the short, medium or long-term. As an example, if one pictures a group
of companies (or a conglomerate), top management may state that sales for the group should increase
by 25% over a ten-year period.

A strategic business unit (SBU) is a subsidiary within a firm, which participates within a given
market/industry. The SBU would embrace the corporate strategy, and attune it to its own particular
industry. For instance, an SBU may partake in the sports goods industry. It thus would ascertain how
it would attain additional sales of sports goods, in order to satisfy the overall business strategy.

The functional level relates to departments within the SBUs, such as marketing, finance, HR,
production, etc. The functional level would adopt the SBU's strategy and determine how to
accomplish the SBU's own objectives in its market. To use the example of the sports goods industry
again, the marketing department would draw up marketing plans, strategies and communications to
help the SBU achieve its marketing aims.

Product life cycle

Product lifecycle, with the assumption of four major phases: introduction, growth, maturity, and
decline. Curve of sales as a function of the time of the product on the market. After a plateau in sales
at product maturity, a steep decline can follow.

The product life cycle (PLC) is a tool used by marketing managers to gauge the progress of a
product, especially relating to sales or revenue accrued over time. The PLC is based on a few key
assumptions, including:

 A given product would possess introduction, growth, maturity, and decline stage
 No product lasts perpetually on the market
 A firm must employ differing strategies, according to where a product is on the
PLC

In the introduction stage, a product is launched onto the market. To stimulate the growth of
sales/revenue, use of advertising may be high, in order to heighten awareness of the product in
question.

During the growth stage, the product's sales/revenue is increasing, which may stimulate more
marketing communications to sustain sales. More entrants enter into the market, to reap the apparent
high profits that the industry is producing.

When the product hits maturity, its starts to level off, and an increasing number of entrants to a
market produce price falls for the product. Firms may use sales promotions to raise sales.

During decline, demand for a good begins to taper off, and the firm may opt to discontinue the
manufacture of the product. This is so, if revenue for the product comes from efficiency savings in
production, over actual sales of a good/service. However, if a product services a niche market, or is
complementary to another product, it may continue the manufacture of the product, despite a low
level of sales/revenue being accrued.
OVERVIEW OF THE COMPANY

Maruti Udyog Limited which is now known as Maruti Suzuki India Limited is a 30-year-old
conglomerate that has fulfilled the lives and needs of Indian citizens in terms of their automobiles. It
is a 56.21% owned subsidiary of the Japanese automobile company Suzuki Motor Corporation.

It is the largest car manufacturer company in India. The Company recorded the highest ever
market share of 58% as of July 2018 in the Indian automobile market making it the most popular and
revered brand in the country and around the world. Some of its popular cars are Ciaz , Ertiga ,
Wagon R, Alto, Swift, Celerio, Swift Dzire, Baleno, Alto 800, etc.
Maruti Suzuki has 3,598 sales outlets across 1,861 cities in India. The Brand Trust Report published
by Trust Research Advisory, a brand analytics company, has ranked Maruti Suzuki in the thirty-
seventh position in 2013 and ninth position in 2019 among the most trusted brands of India.

Maruti Suzuki - About and How it Works?

Maruti Suzuki India Limited is a holding company. The Company is engaged in the manufacture,
purchase and sale of motor vehicles, components and spare parts (automobiles). The other
activities of the Company comprise facilitation of pre-owned car sales, fleet management and car
financing.

Its geographical segments include the domestic segment, which includes sales to customers located
in India, and the overseas segment, which includes sales to customers located outside India. The
Company's product portfolio includes Alto 800, Alto K10, Wagon R, Celerio, Ritz, Swift, DZire,
Ertiga, Omni, Eeco, Gypsy, Ciaz, etc.

Its service offerings include Maruti Finance, True Value, Maruti Genuine Parts, Maruti Genuine
Accessories, Maruti Suzuki Auto Card and Maruti Driving School. It has approximately five plants,
located in Palam Gurgaon Road, Gurgaon, Haryana, and at Manesar Industrial Town, Gurgaon,
Haryana, with an installed capacity of over 1.5 million vehicles per year. The shareholdings of
Maruti Suzuki are displayed and traded through the platform of the National Stock Exchange (NSE)
and the Bombay Stock Exchange (BSE). Maruti Suzuki is accountable for around 50% of the
domestic car market.

The company launched its first product- Maruti 800 and resulted in 13 months of record production.
The chairman of this prominent automobile manufacturing company is R.C. Bhargava and Kenichi
Ayukawa is the managing director and CEO.
LOGO and it’s meaning

The present variant of Suzuki logo is designed in red and blue colours. The red colour (the letter S
of Suzuki) represents passion, integrity and tradition, while the blue(the letter M of Maruti) stands for
excellence and grandeur.
Business Model of Maruti Suzuki

‌The business model of Maruti Suzuki Limited India is based on its wide range of cars and customer
services. The automotive company has recently shifted to the digital platform due to the marketing
crisis that occurred from the covid-19 pandemic.

To keep up with its competitors, Maruti Suzuki opted for the digital world for better content
marketing and more customer engagement. The digital platforms have become a very crucial part of
Maruti Suzuki's Business Model. Around one-fourth of its total marketing budget went off to the
delicacy of digital media.

Maruti Suzuki manufactures its automobiles based on the requirements and facilities of the middle
class as well as the upper-class section. That's why the company produces a broad range of its
products at affordable rates and features.

‌Maruti Suzuki follows a certain model to cope with the difference between online marketing and the
dealership experiences of the customers. The company has brought around 900 dealerships to the
online platforms through India's largest Dealer Digitization Program by the company. With the
developing digital technologies, Maruti Suzuki has been earning a great sum of deals and customer
support.
HISTORY OF THE COMPANY

The Inception of Maruti and Suzuki and the Growth

Maruti Udyog initially started as Surya Ram Maruti Technical Services Private Limited on 16
November 1970. MSTPL was initially into getting the technical know-how of the perfect automobile
since the demand in India was much too scar.

In 1971, India’s first lady Prime Minister Indira Priyadarshini Gandhi’s Cabinet proposed a plan for
the manufacturing of a “common men’s car”: a car that most Indian families could afford. In the
same year, the Company MSTPL registered itself as Maruti Limited under the Indian Companies Act.
His son Sanjay Gandhi became its First MD, and that was the start of an impending revolution.

While Maruti had no previous experience, in design, manufacturing, or links with an established
automobile company, but still he has received a contract to manufacture an affordable car. Till 1975
company didn’t produce any cars, and From 1975 to 1977 when Prime Minister Indira Gandhi
declared an emergency across the country, Sanjay Gandhi started actively taking part in politics, and
the “people’s car” project went on backburner.

In 1981, after the death of Sanjay Gandhi during the Aircraft accident on 23 June 1980, the Central
government started searching for active collaboration. Maruti Udyog Ltd. was come into existence in
the same year by the efforts of industrialist V. Krishnamurthy.

In 1982, a Joint Venture Agreement was signed with the Japanese automobile manufacturer named
Suzuki Motor Corporation. Dr. Venkataraman Krishnamurthy spearheaded this deal and was
therefore roped in as the first Chairman and CEO of the newly formed Maruti Suzuki.

Finally, after 1 year, the Maruti 800 was released which was a 796cc hatchback, and was India’s first
affordable car, which broke a number of records. In December 1983 an iconic car Maruti 800 key
was delivered to its first Customer Mr. Harpal Singh by Prime Minister Mrs. Indira Gandhi. Local
production started in December 1983 in the Gurgaon plant. Maruti only imported cars at first. This
automobile was in production from 1983 till it breathed its last in 2013 and it was considered to be
the most influential car ever.
In 1987, Maruti Suzuki started exporting to the European country Hungary. In 1989, the Company
introduced Maruti 1000 which was India’s very first sedan and it ran in production for about 2 years
after the Indian economy was liberalized in 1991.

1993 and 1994 were the era of Zen and Esteem which became household names in the country.
Maruti produced its millionth vehicle in the same era, therefore, completing an important milestone
in their successful run as a company. They released their very first Customer Care office for the
consumers following which they released their newest model called Maruti Alto. The Company then
released three models which are,

Maruti Versa – 2001

Esteem Diesel – 2002

Suzuki Grand Vitara – XL 7 – 2003

And so many more.

Maruti and Suzuki then entered into a partnership with the State Bank of India after the production of
their four millionth vehicle in the country. They were also listed in the National and the Bombay
Stock Exchange after the public issue which had increased by ten times.

After nearly 20 years, Alto overtook Maruti 800 as the bestselling car in the Indian market and by
2003-04, the Company had sold its 5 millionth vehicle and became the most profitable Indian
automobile brand. As of May 2007, the Government of India sold its all share of Maruti Suzuki to the
Indian financial institutions.

In 2004, the Alto became India's best-selling car overtaking the Maruti 800 after nearly two decades.
The five-seater Versa 5-seater, a new variant, was created while the Esteem was re-launched. Maruti
Udyog closed the financial year 2003–04 with an annual sale of 472,122 units, the highest ever since
the company began operations, and the fiftieth lakh (5 millionth) car rolled out in April 2005. The
1.3-litre Suzuki Swift five-door hatchback was introduced in 2005.

In 2006 Suzuki and Maruti set up another joint venture, "Maruti Suzuki Automobiles India", to build
two new manufacturing plants, one for vehicles and one for engines. Cleaner cars were also
introduced, with several new models meeting the new Bharat Stage III emission standards. In
February 2012, Maruti Suzuki sold its ten millionth vehicle in India. In July 2014 it had a market
share of more than 45%. In May 2015, the company produced its fifteen millionth vehicle in India, a
Swift Dzire.

On 25 April 2019, Maruti Suzuki announced that it would phase out production of diesel cars by 1
April 2020, when the Bharat Stage VI emission standards come into effect. The new standards would
require a significant investment from the company to upgrade its existing diesel engines to comply
with the more stringent emission standards. Chairman R.C. Bhargava stated, "We have taken this
decision so that in 2022 we are able to meet the corporate average fuel efficiency (CAFE) norms and
a higher share of CNG vehicles will help us comply with the norms. I hope the union government's
policies will help grow the market for CNG vehicles." Diesel cars accounted for about 23 percent of
Maruti Suzuki's annual sales.

The company plans to launch its first electric car in the second half of 2021, the Maruti Suzuki
Wagon R Electric, and a test mule of the same has been spotted several times recently.

Merger of Maruti Suzuki

On July 12, 2012, the Board of Directors of Maruti Suzuki India (MSI) approved a proposal of
merging Suzuki Powertrain India Ltd (SPIL) with MSI. SPIL is a subsidiary of Suzuki Motor
Corporation that supplies diesel engines and transmissions to Maruti Suzuki. Suzuki Powertrain is a
subsidiary of Suzuki Motor Corporation that holds 70% of its stake and the rest of 30% is held by
Maruti Suzuki India.

After the merger, the holding of Suzuki Motor Corporation will increase from 54.2% to 56.2% in
Maruti Suzuki India. Maruti Suzuki India proposed to make a fresh issue of 13.17 million shares to
Suzuki motors in lieu of its 70% holding in Suzuki Powertrain. In the merger process, there will not
be any cash outflow as the merger would be effected through a share swap agreement with the ratio
of 1:70. It means that Suzuki Motors will receive one share of Maruti Suzuki India worth 5 rupees
each for every 70 shares worth 10 rupees that it holds in Suzuki Powertrain. When the regulatory
approvals and legal requirements are done then the books of accounts of SPIL would be merged with
MSI with effect from April 2012. After the merger, MSI would bring its entire digital engine
capacity under a single management control. MSI would take initiatives to strengthen the business
and manage in controlling the sourcing, localization, production planning, manufacturing, flexibility
and cost reduction. The merger would benefit in areas like finance, capital structuring,
administration, and consequent reduction of transaction costs. Maruti Suzuki is the largest car
company in India.
MARUTI SUZUKI ARENA

New Delhi: Maruti Suzuki India Limited (MSIL) celebrates six years of it’s ARENA retail channel in
the country. Offering a new-age and evolved car buying experience, ARENA has touched the lives
of over 7.05 million customers through its strong dealership network of 2853 outlets, across 2392
cities.

With the launch of it’s first showroom in 2017, ARENA has been a pioneer in offering tailor-made,
digitised, seamless car buying experiences to it’s diverse, young, dynamic, trendy and tech savvy
customers. Ensuring constant evolution, 24 of the 26 steps in the automative consumer journey have
been digitised to match changing customer needs.

This is just one of the many aspects which makes Maruti Suzuki ARENA the most desired vehicle
retail network, the company said in a media release. Shashank Srivastava, Senior Executive Officer,
Marketing and Sales,

Maruti Suzuki India Limited, said, “Driven by the idea of offering tailor-made experiences, the
ARENA channel has been able to touch the lives of over 7.05 million customers, in just 6 years. This
is a true testament of the customer’s trust and confidence in the channel, encouraging us to meet and
exceed their expectations. With 2853 modern and trendy outlets, offering warm and personalised
experiences for it’s young and dynamic customers. The ARENA channel boasts of an unmatched,
seamless and connected car buying experience. In it's efforts to fulfil ever-evolving customer needs
and offer them experiences at par with global benchmarks, the ARENA channel has emerged as the
definitive choice for Indian car buyers.”

“With over 29% standalone market share in FY24 till July 2023, Maruti Suzuki ARENA is a clear
leader in the Automotive segment. The ARENA portfolio of 9 products, has contributed to 68% of
overall Maruti Suzuki sales, posing a strong outlook for the rest of the financial year,” he added.

The celebrate its sixth “ARENA-versary”, ARENA will launch a new brand campaign – “Find your
Match” . The campaign has been designed to nurture the thought that customers find out just their
cars, but also form relationships with Maruti Suzuki ARENA. “Find Your Match” articulates the
though that Maruti Suzuki ARENA Is where every customer begins a cherish journey with their new
automobile, the release said.

All ARENA showrooms are designed to offer unique experiences through modern technology, such
as car customisation, access to detailed product information and digital exploration though ARENA-
Verse- a Metaverse platform for the company’s ARENA showroom network, the release added.
MARUTI SUZUKI NEXA

New Delhi, July 23, 2015. Maruti Suzuki India Limited (MSIL), leader in the Indian automobile
industry, today launched NEXA, its new premium sales channel, NEXA marks the first initiative by
an automobile company to go beyond selling cars a create a new format of retail experience for the
customer.

Nearly 100 NEXA showrooms will come up across India over the next 6-8 months. Maruti Suzuki
has consistently led the industry in terms of reach, depth and quality of sales and service network.
The high level of customers satisfaction at the network has contributed to the company achieving a
market share in the range of 45%.

To attain its medium term goal of two million annual sales by 2020, the company is taking new
initiatives in all areas of business. NEXA is one of the major initiatives. The Company is reaching
out to new segments of customers emerging in a changing India.

Over the years, Maruti Suzuki has relied on customer feedback to introduce new products and create
new categories. It was also the first to offer bouquet of solutions to customers (insurance, finance,
trade in of pre-owned cars) at its dealerships. The next step is taking the lead in offering customers
“experience”, through NEXA.

Customer feedback and survey have shown there is a growing segment of car buying Indians who
desire and value personal care, warmth and attention in their car buying and ownership experience.
They want people, technology, showroom ambience and processes to come together and offer them a
“premium experience”. This customer want to be pampered! NEXA is designed for this segment of
customers.

Maruti Suzuki India Limited’s Managing Director and CEO, Kenichi Ayukawa said: “NEXA
provides a new experience of hospitality from Maruti Suzuki. Indian market and Indian society are
rapidly changing and new segments of customers are emerging. We have to take new initiatives to
meet diversifying expectations from our customers.
NEXA cars on road price list
MODELS

CURRENT MODELS
DISCONTINUED MODELS

Model Released Discontinued Image

800 1983 2014

Omni 1984 2019

Gypsy E 1985 2000

Gypsy King 1985 2019

1000 1990 2000

Zen 1993 2006

Esteem 1994 2007

Baleno 1999 2006

Baleno Altura 2000 2006

Versa 2001 2010

Grand Vitara XL-7
2003 2007
(imported)

Zen Estilo 2006 2013

Grand Vitara
2007 2014
(imported)

SX4 2007 2014

A-star 2008 2014

Ritz 2009 2019

Kizashi
2011 2014
(imported)

S-Cross 2015 2022

Baleno RS 2017 2020

THE DIGITAL MARKETING REVOLUTION

Countless micro-moments in digital media are at present, influencing the audience and has a
significant impact on the buyer’s journey. Consumers have grown incredibly smart and they would
not invest in a car without undertaking research online at every stage of the customer journey.

“A large number of automobile buyers tend to watch online videos before buying a car,” says Tarun
Garg, Executive Director, Marketing, Maruti Suzuki. A report stated that video, search and brand or
dealer websites remain to be the most substantially influencing factor re modeling the automotive
industry.

It is in this circumstance that business leader Maruti Suzuki became determined to take action and
shift focus on digital marketing. With online being an indispensable source of resource for research
and India hosting over 460 million smartphone users, Maruti recognized it was time to experiment
and innovate content designed for the digital world.
TARGET AUDIENCE

Maruti targets every person who searched for anything related to cars, car services, and vehicles.
Demography plays a crucial role for Maruti to determine its target audience. In India, it is observed
that people searching for cars are in majority among the age group of 21 to 65. It pays keen attention
to the audience’s seating for which car they should buy or what are the features of a particular car.
Maruti Suzuki says that nearly half of its NEXA customers are under the age of 35 and its first-time
buyers make up for 70 percent of its total sales. So it makes sure that anyone searching for NEXA on
the internet should immediately get Maruti’s official site on the top instead of any other car services
providers like car dekho and cars24. Maruti has a variety of cars according to its audiences like Alto
India’s most fuel-efficient car which can be afforded by lower-income groups as well, Wagon R
positioned as a brand that goes well with people who want to lead an economic and interesting
lifestyle, Swift positioned as the car with style, modern looks, and young attitude and similarly, Swift
Dezire positioned as an entry-level sedan for the aspirational class. This shows how much Maruti
focuses on its audience so that it can serve a variety of people among different demography.
SEARCH ENGINE OPTIMIZATION (SEO)

Maruti is one of the most successful automobile companies in India has worked immensely on
optimizing its platform to rank on the search engine. Whenever someone searches for Keywords like
“ Cars, Best Cars or anything related to Car and vehicles” the chances of results showing Maruti’s
article are very high. And this is all possible because Maruti has put a lot of effort into SEO.

As per Ubersuggest, a keyword tool by Neil Patel, Maruti has a search volume of 135000 while
55837 people click on SEO results in India.

The average web page that ranks in the top 10 has 290 backlinks and a domain score of 75. These
stats are really amazing.

The graph below shows the monthly search volume of Maruti. As per the latest results in the month
of August, Maruti had a total of 135000 searches, out of which 54726 were mobile searches while
80274 desktop searches.
Uber suggest gives an overall idea of keywords for which Maruti is being searched over the internet.
The graph below shows different keywords and their search volume.

As you can see above, the keyword “Maruti Suzuki” has a search volume of 550000 which is
followed by “Maruti share price” which has a volume of 450000. These are the top keywords related
to Maruti that people search on the internet.

KEYWORDS IN URL (marutisuzuki.com)

The organic keywords for which Maruti ranks are 116092, which is simply amazing. This shows how
much effort Maruti has put forward for its SEO. The website gets a monthly traffic of 503722, which
is again brilliant.

It also gets 37083 backlinks from other websites, which works as a backbone for Maruti in ranking
no.1 on google search.
Below is the list of keywords for which marutisuzuki.com ranks.

Below is the list of top pages for which marutisuzuki.com ranks.

Backlinks of Maruti

Maruti gets backlinks from over 37083 unique domains, which is excellent. All these backlinks
work as a backbone for Flipkart in ranking number 1 on the search engine.
Backlinks for Maruti have increased rapidly over time. The graph below shows how from December
2019 to August 2020, backlinks have grown from 3453 to 37083.

SOCIAL MEDIA STRATEGIES

Maruti Suzuki is very much active on social media platforms like Facebook, Instagram & Twitter. It
has around: 4,86,848 followers on Facebook, 35.4K on Instagram & around 122.4K on Twitter.

Like the youth, Maruti Suzuki too has a different kind of love for Instagram, and the multiple
accounts just prove that. Apart from the official Instagram accounts Suzuki has two other Instagram
accounts one is Maruti Suzuki Arena which is more about the showrooms and the journey of
Technology, Design and Connected Experience and the other one Nexa which solely focuses on their
model Nexa. They have a follower base of 212K and 290K respectively,

SPECIAL DAYS
When it comes to Social Media and Occasions, the social media team of Maruti Suzuki leaves no leaf
unturned. They don’t miss out on occasions be it universally celebrated occasions like Mother’s Day
or Chocolate Day to days of national importance like Republic Day & Independence Day. The brand
connects the occasion with their product very well and in a very unique style.

Here you go
PROMOTION

When it comes to marketing, promotion of your product in the right way is very important. And to
promote one of it’s a new feature – #AutoGearShift (AGS) technology, Maruti Suzuki uploaded a
video where they linked changing gears of the car to a Child’s Play in a very smart way. Watch it
here for yourself.
And to support this up they uploaded different videos to talk about all the features & benefits of Auto
Gear Shift Technology, like this :
CAMPAIGNS

Sometime back Maruti Suzuki had come up with a new campaign to promote its premium hatchback
Swift. The company opted for social media to run and promote this campaign by sharing some
motivating stories in the form of videos.

Which involves a famous personality like Mary Kom

PAID MEDIA ADVERTISING

Google AdWords

The uppermost benefit of Google AdWords is that it serves the purpose quicker than SEO. Both
Google ads and SEO are search engine marketing approaches to produce more traffic and leads.
However, a well-executed AdWords campaign can operate much faster for a business to get to the
prime spot. Maruti Suzuki has leveraged this digital marketing strategy to attract google searchers to
their websites. The brand has done extensive research on relative keywords and has strategically
ranked for the same.

Few search terms for which Maruti Suzuki’s website ranks in the top are:

 Most fuel-efficient car in India.

 Buy the best car under 5 lakhs.
 Top selling cars in India
CHATBOT

Maruti Suzuki and Isobar, a digital agency have worked out India’s first Integrated Chatbot.
Collectively, they have introduced an innovative video banner with an inbuilt chatbot on certain
digital platforms. The chatbot will allow the brand to engage with its users and encourage first-level
inquiries.

The extension of this new feature will educate the customers about ‘A whole new world Maruti
Suzuki’. The chatbot also redirects the users to their main website, allowing bi-lateral communication
with the appropriate audience.

YOUTUBE ADVERTISING

The brand decided to create ads and content for its digital audience targeting youtube as the
platform. For its Artiga, the company produced a series of ads titled ‘Real-Time Social’ to advertise
the car in a fairly different space with real-life experience. It is a tale of four friends who choose to
go on a road trip away from technology and smartphones, the series of ads highlighted the friends
traveling a long way exploring the offline world to create Real-Time Social experiences.

The Artiga Real-Time Social video web series for YouTube, which was short two-three-minute
videos gained over seven million views. The Artiga launch also paved the way for the creation of
mobile-first creative ads.
The latest campaign for Maruti Suzuki India’s featuring its most popular vehicle Swift begins with
the story of the protagonist Bhupender Sharma, an experienced marketing executive, who
unfortunately lost a leg in an accident. The camera chases his journey as he expresses the definition
of kamyabi (success). The ads also depict how he embraces sports as a means to regain mental and
physical balance.

Made by the marketing company, Dentsu the ad film greets the undying spirit of Sharma introducing
the audience to a new brand thought ‘Be Limitless’. Produced as a series, the campaign also
highlights the narratives of real-life heroes such as Vikas Dimri, a corporate banker, an athlete who
scaled Mt Everest, and six-time world champion and Olympics bronze victor Mary Kom.
SERVICES

Sales and service network

Maruti Suzuki has 2,413 Arena sales outlets across 1,992 cities and 380 NEXA sales outlets across
228 cities in India. The company aims to increase its sales network to 4,000 outlets by 2020. It has
4044 service stations across 1,861 cities throughout India. Maruti's dealership network is larger than
that of enough known companies combined.

Service is a major revenue generator of the company. Most of the service stations are managed on
franchise basis, where Maruti Suzuki trains the local staff. Also, The Express Service stations exist,
sending across their repairman to the vehicle if it is away from a normal service center.

Maruti Suzuki is set to revamp its sales and service network in India. This will include adding new
True Value pre-owned car outlets, NEXA service stations and refurbishing existing showrooms.

Maruti aims to expand their pre-owned car business by adding 150 new True Value outlets. They
also plan to add 60-70 dedicated NEXA service outlets across India. Additionally, traditional Maruti
Suzuki dealerships will be refurbished by March 2018.
MARUTI INSURANCE

Launched in 2002 Maruti Suzuki provides vehicle insurance to its customers with the help of the
National Insurance Company, Bajaj Allianz, New India Assurance and Royal Sundaram. The service
was set up the company with the inception of two subsidiaries Maruti Insurance Distributors Services
Pvt. Ltd and Maruti Insurance Brokers Pvt. Limited.

This service started as a benefit or value addition to customers and was able to ramp up easily. By
December 2005 they were able to sell more than two million insurance policies since its inception.

MARUTI FINANCE

To promote its bottom line growth, Maruti Suzuki launched Maruti Finance in January 2002. Prior to
the start of this service Maruti Suzuki had started two joint ventures Citicorp Maruti and Maruti
Countrywide with Citi Group and GE Countrywide respectively to assist its client in securing loan.
Maruti Suzuki tied up with ABN Amro Bank, HDFC Bank, ICICI Limited, Kotak Mahindra,
Standard Chartered Bank, and Sundaram to start this venture including its strategic partners in car
finance.

Again the company entered into a strategic partnership with SBI in March 2003 Since March 2003,
Maruti has sold over 12,000 vehicles through SBI-Maruti Finance.

Citicorp Maruti Finance Limited is a joint venture between Citicorp Finance India and Maruti Udyog
Limited its primary business stated by the company is "hire-purchase financing of Maruti Suzuki
vehicles". Citi Finance India Limited is a wholly owned subsidiary of Citibank Overseas Investment
Corporation, Delaware, which in turn is a 100% wholly owned subsidiary of Citibank N.A. Citi
Finance India Limited holds 74% of the stake and Maruti Suzuki holds the remaining 26%. GE
Capital, HDFC and Maruti Suzuki came together in 1995 to form Maruti Countrywide.

MARUTI TRUVALUE

Maruti True service offered by Maruti Suzuki to its customers. It is a marketplace for used Maruti
Suzuki Vehicles. One can buy, sell or exchange used Maruti or non-Maruti vehicles with the help of
this service in India. As of 10 August 2017 there are 1,190 outlets across 936 cities.

Maruti Suzuki True Value is India's largest certified used car dealer network, with around 1252
outlets spread across 942 cities. Maruti Suzuki True Value system and process ensures that
transactions made for used cars are fair and transparent. Every vehicle bought under Maruti Suzuki
True Value is inspected and certified by Maruti Suzuki engineers. True Value category cars are
refurbished in state-of-the-art workshops using Maruti Genuine Parts and by skilled technicians.
These cars are then sold through Maruti Suzuki True Value outlets with One -Year Warranty and
Three Free Services. Simply put, it's the best place to buy, sell or exchange a used car.

MARUTI ACCESSORIES

Many of the auto component companies, other than Maruti Suzuki, started to offer compatible
components and accessories. This caused a serious threat and loss of revenue to Maruti Suzuki.
Maruti Suzuki started a new initiative under the brand name Maruti Genuine Accessories to offer
accessories like alloy wheels, body cover, carpets, door visors, fog lamps, stereo systems, seat covers
and other car care products. These products are sold through dealer outlets and authorized service
stations throughout India.

A car should reflect your personality – it should be as unique a you are. Personalize your car with a
wide range of Maruti Suzuki Genuine Accessories.

Advantages of Maruti Suzuki Genuine Accessories

 Unique range of Accessories to personalize your car.

 Tailor made products especially for your Maruti Suzuki car.
 Superior quality of accessories for a delightful experience.
 Further uplifts the interior and exterior aesthetics of car.
 Theme based value for money accessories combo packages to suit your personality
and style
 RESEARCH METHODOLOGY

The procedure adopted for conducting the research requires a lot of attention as it has direct

bearing on the accuracy, reliability and adequacy of results obtained. It is due to this reason that
research methodology, which we used at the time of conducting; the research needs to be

elaborated upon. It provides the researcher criteria by which we can decide which techniques and
procedures will be applicable to a given problem. At the same times it helps the researcher to clearly
state what course of action he selects at the time of conducting the research and why he select then so
that they can be evaluated by others also.

RESEARCH PROBLEM: -

The first step while conducting a research is to carefully define the research problem. The present
study has been undertaken to study the Digital Marketing Revolution in Maruti Suzuki Limited. Its
aim is to study the current digital marketing trends, so that company can improve its strategies for
increasing its sales in future.

RESEARCH DESIGN: -

A research design is the arrangement of conditions for collection and analysis of data in a manner
that aims to combine relevance to the research purpose with economy in procedure. In fact research
is the conceptual structure within which research is conducted; it constitutes the blueprint for the
collection, measurement and analysis of data.

Different research designs can be categorized as: -

Ø Research design in case of exploratory research studies

Ø Research design in case of descriptive research studies

Ø Research design in case of diagnostic research studies

Ø Research design in case of hypothesis-testing research studies

In this study Empirical research studies is used because Empirical research relies on experience or
observation alone, often without due regard for system and theory. It is data-based research, coming
up with conclusions which are capable of being verified by observation or experiment.. and in this
report the empirical research design is used to study the Digital Marketing Revolution in Maruti
Suzuki Limited.

The design in such studies must focus attention on the following or process in empirical research
design is as follows

 Formulating the objective of the study.

  Designing the methods of data collection.
 Selecting the sample
 Collecting the data.
 Processing and analyzing the data.
 Reporting the findings.

SAMPLE DESIGN: -

A sample design is a definite plan determined before any data are actually collected for obtaining a
sample from a given population. The amount of research work is always limited by shortage of time
and resources. Due to these limitations information should be such that it may be representative of
entire universe. So only alternative is of sampling.

Sample units: Customers

Sample Size:20 respondents

DATA COLLECTION:-

In dealing with any real life problem it is often found that data at hand are inadequate, and hence, it
becomes necessary to collect data that are appropriate. The task of data collection begins after a
research problem has been defined and research design 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.

1. Source of Data:-

Basically two kinds of data are available to the researcher namely:

o Primary Data

o Secondary Data

Primary Data:- Primary data is that data which is collected by the researcher with his own sources
and efforts which are never collected before by any other person, like data is collected by questioner
interview etc.

Secondary Data:-Secondary data is that data which is collected by the researcher from the available
resources like from web-site, Margins, Books of Company etc.

2. Method Of Data Collection:- There are various methods of data collection like

 Observation method
 Interview method
 Questionnaire method
 Schedule method
Structured interview involves the usage of questionnaire to collect the desired data from those who
have the same information. Unstructured interviewing on the other hand involves research/depth
interviewing. In observation, no questionnaire is used, but the situation of interest is watched
carefully to record the relevant information. In the present study, I will use observation and
questionnaire method that is primary in nature. In the present study Primary data is collected through
Questionnaire cum personal interview method.

Secondary data can be collected though various methods like

 Magazines
 Newspapers
 Websites
 Books

In the Present Study Secondary Data is collected through

 Different Websites
 Company Journals
 Books
 OBJECTIVES OF THE STUDY

The project report has been prepared in order to achieve certain objectives. To mention a few are:-

 To know how to achieve business growth and success through strategic online promotion
and engagement.
 To learn how to manage Online Reputation Management .
 To study the growth and strategy for growth in Maruti Suzuki Limited.
 To evaluate the limitations in increasing sales.
 To focus on the marketing mix of Maruti Suzuki Limited.
 To learn how to connect with the customers through social media.
 To learn how to cope up with digital marketing trends.
 To learn how to promote products without spending huge expenses through social media.
 .LIMITATION OF THE STUDY

 Lack of time period shortens the area of research.

 The sample size 150 was big enough and in this period it was very hard to complete
the survey because at every dealer counter it took 20 – 25 min to complete the
questionnaire.
 Money factor was also a constant in the research and most of the dealers are less
educated.
 Lack of experience of the researchers may cause some errors.
 Sampling may not present the exact pictures of market. It is just representative of
Population.
 ANALYSIS & INTERPRETATION

Digital marketing in India has experienced massive growth in recent years. From surging
investment to a growing audience, the digital marketing industry in India is doing unbelievably
well.
Indian businesses are now relying more and more on digital marketing strategy and are feeling
highly positive for their return, and why not? Digital marketing is yielding exceptional results and
convincing enough to attract any investor. Moreover, industries of all segments are showing interest
in digital marketing.
If you still think that you should invest in digital marketing or not, check out these latest top digital
marketing stats in India that will definitely win over your confidence. Furthermore, these data will
also provide a few fine benchmarks while creating your company’s marketing strategy.

Growth Statistics of Digital Marketing in India

1 – In 2019, digital advertising saw an increase of 26% compared to 2018, which is equivalent
to Rs.13,683 crore.
2 – Overall, advertising saw satisfactory 9.4% growth, as reported recently by the Dents Aegis
Network.
3 – In 2019, India’s digital media market was accessed to be 221 billion Indian rupees.
4 – By the end of 2019, the overall the Indian advertising industry’s value was at
Rs. 68,475 crore.
5 – By the end of 2020, the industry is expected to grow by 10.9% to reach Rs.75,952 crores.
6 – In 2020, the number of mobile phone internet users in India has already touched 448
million.
7 – On average, the country’s digital media industry was estimated to show a steady
hike of 23% compounded annually between 2018 to 2020.
1.1.1 Anticipated Growth Statistics of Digital Marketing in India

8 – The digital marketing industry will keep growing at the rate of 27% in the current year,
which will touch rs17,377 crore by the time 2020 ends.

9 – Another study says that by the end of 2020, digital marketing in India is expected to grow
by 10.9% to touch rs75,952 crore mark
10 – The given estimate is projecting it to cross 414 billion rupees by 2022.

11 – By the end of 2025, digital will grow at a CAGR of 27.4% to surpass the Rs.50,000 crore
mark.

12 – Another report says it is projected to show a growth rate of 11.83% CAGR to touch a
market size of Rs.1,33,921 Crore by 2025.

13 – E-commerce in India with the highest share in digital marketing has the anticipated
revenue to grow to 71.0 billion U.S. dollars in 2024.

1.1.2 Investment Statistics on Digital Media in India

14 – social media majorly leads advertising expenditures on digital media in India. It has the
 highest share of 28%.

15 – social media is contributing Rs.3,835 crore to the Indian digital advertising pie.
16 – The investment is distributed in the digital advertisement as display media (21%), paid
search (23%), and online video (22%).
 17 – In 2019, digital advertising spend in India was around Rs.160 billion.
18 – By the end of 2020, Ad expenditure in the Digital Advertising market is expected to reach
US$2,477m. 19 – In 2020, India’s digital market’s largest segment is Search Advertising. It
has an expected market volume of US$944m.

1.1.3 Investment Anticipation of Digital Marketing in India

20 – Display media, online video, and social media are anticipated to grow faster in 2020.

21 – The contribution of paid search is anticipated to reduce from 25% to 23% by the end of
2020.

22 – The contribution of mobile advertising is growing with each passing year compared to
desktop advertisements.
23 – In 2020, mobile advertisement has a share of 63%, while desktop advertisement has only
37% of the share.
24 – In 2024, mobile is projected to generate 77% of total ad spending in the Digital
Advertising market.
 25 – In the Classifieds segment, the average ad spending per internet user is expected to reach
US$0.2 in 2020.

Source - Digital Advertising - India | Statista Market Forecast

26 – By the fiscal year 2024, the spends in Indian digital advertising is projected to touch almost
Rs.540 billion. This makes a remarkable 28% growth rate in digital ad expenditure in the
country.
 1.1.4 Social Media Users Statistics in India

27 – The easy access to the internet in India raised the number of social media users in the
country to 326.1 million in 2018.

28 – The number of user growth in 2018 is relatively lower as compared to that occurred within
2016 and 2017.

Related: Best Influencer Marketing Stats

29 – Still, the country is expected to see almost 448 million social network users in 2023. 30 –
Facebook retained the number one position in the popular social media platforms as of 2017.

Source - India: number of social network users 2015-2040 | Statista

31 – In India, the number of Facebook users is expected to reach 444.2 million in 2023. The
figure was 281 million in 2018. It indicates a significant increase in the user base of the social
media platform.
32 – Facebook possesses three of the most popular social networks globally – WhatsApp,
Facebook Messenger, and Instagram.
 33 – The penetration rate of Facebook users in India is estimated to reach nearly 15% in 2016 to
almost 23% in 2021.
34 – In India, the number of social network users was nearly 216.5 million in 2016. It is
projected to grow more and to reach more than 336 million by 2020.

Source

Demand for Digital Marketing in India

Let us now understand the factors that led to the demand for digital marketing in India.

1.1.5 Increasing Number of Internet Users

When it comes to marketing online, the first thing to consider is the number of users accessing the
web. The number of internet users determines the amount of accessible prospective customers.

If you carefully examine this graph of Indian internet users, you can find that the number has
almost touched 700 million in the existing year.
Source

If referred to the past record, the number of users is expected to grow by over 974 million users by
2025. The number of users here includes people from both urban and rural regions. So, the
distribution of services is even across the country, and the internet penetration level is incredible.

Moreover, India was already ranked as the second-largest online market worldwide in 2019. It is a
huge indication that the market for internet marketing is highly potential.

1.1.6 Increasing Number of Mobile Users

The above stat shows the overall users across India. But note that a majority of the users are
accessing the internet through their mobile phones.

Take a look at the graph below. In 2020, the number of users has reached 448 million. By 2023 the
figure is projected to touch 500 million, creating enormous scope for digital marketing.
Source

Thanks to the availability of cheap mobile data, it has accelerated the smartphone user base in
India.

The major role player was reliance jio which entered the Indian market in September 2016. The
brand created turbulence in the market by offering cheap 4G, high-speed data plans, and free voice
calling.

As expected, the company had a whopping number of customers and 100 million customers within
six months. By the end of 2019, it managed to become the highest wireless telecom subscriber base
in India.

As a result, the data pricing was lowered by other established telecom operators. This, in turn, led
to the growth in mobile internet accessibility as well as affordability.

In addition to data pricing, the utility value of smartphones over other devices like laptops,
desktops, or tablets, was an important contributing factor in the increased number of mobile users.
 Growing Ecommerce in India

Ecommerce brands are performing exceptionally well in the Indian market. Brands like Amazon,
Flipkart, pay tm, Myntra, Snap deal, and Ajio are just to name a few succeeded in marking their
presence.

Customer increasing awareness and interest in grabbing the best deals has resulted in a bigger
ecommerce market. You can determine its market impact with a fact – the Indian e-commerce
market expects to exceed 100 billion USD by 2022.

Source

Another recent survey says, in India, E-commerce revenue is anticipated to grow to 71.0 billion
U.S. dollars in 2024.

With the e-commerce market thriving in India, the need for digital marketing will keep increasing.
Global brands will continuously look for marketing services to help them with an effective pre-
launch buzz, a sustainable brand presence, quick conversions, and online sales. It is high time when
digital marketers can grab maximum opportunities.
 1.2 Replacement of Traditional Marketing

Compared to traditional marketing, digital one is beneficial in many ways. It is more convincing,
quick to approach potential customers, has a variance, can capture a wide audience, and of course,
is paperless.

Indian industries realize the practical benefits and results and therefore, are rapidly shifting to
digital marketing from traditional marketing.

1.3 Digital India Program

All the above factors are significantly playing a role in boosting the scope of digital marketing.
But not to forget the Indian government’s Digital India program launched in 2017.

The government is encouraging more digital adoption in day-to-day life using information
technology. Buying, payment modes, booking tickets, filling up forms are few examples where
digitalization has already entered.

The effort of the Indian government is further generating the need for digital marketing, and the
demand is not just limited to metro cities but also open to small towns.

1.4 Digital Marketing Skills That Are Highest in Demand

India is one of the top markets for digital marketers because it is a growing economy. Also, its
scope is only going to increase, which will increase the demand for professionals in the near future.

1.5 Digital Marketing Job and Freelancing Opportunities in India

There are many opportunities available for everyone, as said earlier, digital marketing is a huge
landscape to explore. There are several different specializations in this field to start your career.

Some of the digital marketing job roles that you can take are:

 Digital Marketing Strategist

 Digital Marketing Executive
 SEO Analyst
  Web Content Manager
 Link Building Specialist
 Social Media Specialist
 Email Marketing Specialist
 Google AdWords Specialist
 Content Writer
 Ecommerce SEO Specialist
 Paid Advertising Manager
 Digital Marketing Team Lead
 SEO Manager
 Digital Marketing Manager

Besides, there are other popular digital marketing roles to choose from.

 Professional Blogger: Many professionals are a full-time blogger. They post text
content or videos and earn reasonably well. (Learn how to create a blog)
 YouTube: Audiences these days are highly interested in watching videos, and therefore
it can be a good source of income. (Learn how to start a YouTube Channel)
 Affiliate marketing & AdSense: In this job role, you need to choose your niche and
be an expert. If you can pull good traffic, you can earn with techniques like AdSense
and affiliate marketing. (Learn what is affiliate marketing)
 Freelancing Services: If you are the one who wants to enjoy freedom while working,
this is for you. You can start from home and catch different clients seeking expert
services for their brand.
 Start-up or Agency: By learning digital marketing skills, you can be capable enough
to start your own agency/start-up.
 Suggestions and Recommendations

 There must be proper complaint handling system for the dealers.

 Focuses more on Target Audience.
 It should give emphasis an advertisement for sales promotion.
 Surprise incentives and gifts for employees for achieving target sales which will help
them to stay motivated.
 Regular feedback for customers.
 Give solutions to customers as soon as possible.
 Employees must focus more on the need and want of the customer rather than
achieving their targets.
 The relationship between employees and top management should be comfortable so
that employees can easily share problems they are facing in the company which will
help in reducing employee turnover because satisfied employee will lead to a healthy
as well as happy business environment.
 Human Resource Manager must focus on the workload of the employees and hire new
employees if needed.
 CONCLUSION

According to sources, the company has nearly 900 Bharat stage emission standards (BSIV)
cars in its store and is quite confident of selling them in the following few weeks. However,
Raman stated that a scrappage policy is critical and is the need of the hour, as it would drive
demand and increase sales apart from improving the air quality.
However, the introduction of BSVI standards vehicles is set to make diesel vehicles slightly
more expensive. And only by educating the audience about the importance of BSVI
standards, the brand can aim to improve its demand and sales in the coming days. For which
the company has picked digital marketing as the means of communication, which should
allow the brand to have an edge over its competitors in the days to come.
Maruti Suzuki Limited has already covered 50% of the customers in the market and can do
more better in order to achieve higher goals.
 BIBLIOGRAPHY

BOOKS;

 Kothari. C.R. Research Methodology- Methods and techniques, New Delhi, Wiley
International Ltd.,2005
 Malhotra Naresh K. Marketing Research
 Kotler Philip and Keller, Marketing Management, phi, New Delhi
 Sharma F.C., Marketing Management Mahavira Publishing House, New Delhi
 Souza, Alan d’ Advertising and Promotion, New Delhi, Tata McGraw Hill Publishing
House
 Kerin, Hartly, Berkowtz and Rudelius, Marketing, New Delhi
 Cooper, Donald R- and Panels Schindler, Business Research Methods , Tata
McGraw Hills.

WEBSITES

 www.google.com
 www.academia.edu
 www.marutisuzuki.com
 ANNEXURE

I am a student of Hindu Institute of Management Technology. I am doing a research for

Maruti Suzuki Ltd.. I request you for your kind cooperation and help to fill this questionnaire.
I assure you that the information provided will be kept, strictly confidential and shall be used
only academic purposes.

Personal details

Name: …………………………………………………………………………………………

Address:
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Q1. Do you use cars?

o Yes
o No

Q2. Which car do you use?

o Maruti Suzuki
o Honda
o TATA
o Hyundai
o Other

Q3. Is the present car up to your expectation?

o Yes
o No

Q4. Elaborate (Why Yes/ Why No)

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Q5. Are you planning to bu new car in the near future?

o Yes
o No

Q6. Which brand would you prefer?

o Maruti Suzuki
o Honda
o TATA
o Hyundai
 If other, then please specify…………………………………………………….

Q7. Why would you prefer the above mentioned car?

o Mileage
o Looks and Style
o Comfort
o Service and spares
 If other, then please
specify………………………………………………………..

Q8. How frequently do you change your car?

o 6-12 months
o Up to 2 years
o More than 2 years
o Till the life of the car

Q9. Why do you change your car?

o Status
 o Fashion and Trend
o Advance technology
o Fed up and reseal
 If other, then please
specify……………………………………………………………..

Q10. How do you know about the particular car?

o Family or friends
o Advertisement
o Brand
o Style and Feature
 If other, then please specify………………………………………………………

Q11. Are you satisfied with Maruti Suzuki Services?

o Yes
o No

Q12. How do you rate customer satisfaction of Maruti Suzuki?

o Below Average
o Average
o Good
o Excellent

Q13. What will you prefer from Maruti Suzuki?

o ARENA
o NEXA

Q14. Will you suggest Maruti Suzuki to your close ones?

 o Yes
o No

Q15. Any feedback?

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