A PROJECT REPORT ON BRAND ANALYSIS OF MARTUTI WAGON R V/S HYUNDAI SANTRO
In partial fulfillment of the degree of Bachelor of Business Administration M.J.P.R.U, Bareilly
INVERTIS INSTITUTE OF MANAGEMENT STUDIES BAREILLY
SUBMITTED TO: Mr. Vaibhav Sharma Project Guide
SUBMITTED BY: Shobhit Bhardwaj BBA VI Sem.
I would like to take this opportunity to express my deep gratitude to all those who, directly or indirectly made this project possible. I have got considerable help and support in making this project report a reality from many people. I would like to thank Mr. Vaibhav Sharma, IIMS, and Bareilly whose endeavor for perfection, under fatigable zeal, innovation and dynamism contributed in a big way in completing this project. This work is the reflection of his thought, ideas, concept and above all his modest effort.
Project work is one of the most important activities of Professional curriculum at every level irrespective of degree or diploma. This provides us an opportunity to apply our knowledge, skills and aptitude in real life. It also provides an opportunity to work in a group and share responsibilities.
The purpose of practical training for management students is to keep them understands the management of working organization in all its aspects especially in the area specialization. It also helps them to broaden their horizon and in efficiency grasping the intricacies in good stand when they are actually in management position in an organization . It also intends to integrate the theoretical concept with the practical working of an organization.
The project should include relative information and details of the market so that it is easy to draw inference from it about the current market situation . Proper execution of plans and projects are responsible for the economic growth of the country
INDEX Introduction to Automobile Industry Company Profile Maruti Udhyog Ltd. Product of Maruti Udhyog Ltd. Company Profile Hyundai Motors Ltd. Products of Hyundai Motors Ltd. Comparative study of Hyundai and Maruti Products
Research Methodology o Objective of the study o Hypothesis o Collection of Data o Questionnaire Data Analysis and Interpretation Conclusion Bibliography
OVERVIEW OF INDIAN AUTOMOTIVE INDUSTRY The automobile industry has changed the way people live and work. The earliest of modern cars was manufactured in the year 1895. Shortly the first appearance of the car followed in India. As the century truned, three cars were imported in Mumbai (India). Within decade there were total of 1025 cars in the city. The dawn of automobile actually goes back to 4000 years when the first wheel was used for transportation in India. In the beginning of 15th century Portuguese arrived in China and the interaction of the two cultures led to a variety of new technologies, including the creation of a wheel that turned under its own power. By 1600s small steam-powered engine models was developed, but it took another century before a full-sized engine-powered vehicle was created. The actual horseless carriage was introduced in the year 1893 by brothers Charles and Frank Duryea. It was the first internal-combustion motor car of America, and it was followed by Henry Ford's first experimental car that same year. One of the highest-rated early luxury automobiles was the 1909 Rolls-Royce Silver Ghost that featured a quiet 6-cylinder engine, leather interior, folding windscreens and hood, and an aluminum body. It was usually driven by chauffeurs and emphasis was on comfort and style rather than speed. During the 1920s, the cars exhibited design refinements such as balloon tires, pressed-steel wheels, and four-wheel brakes. Graham Paige DC Phaeton of 1929 featured an 8-cylinder engine and an aluminum body. The 1937 Pontiac Deluxe sedan had roomy interior and rear-hinged back door that suited more to the needs of families. In 1930s, vehicles were less boxy and more streamlined than their predecessors. The 1940s saw features like automatic transmission, sealed-beam headlights, and tubeless tires.
The year 1957 brought powerful high-performance cars such as Mercedes-Benz 300SL. This was the Indian automobile history, and today modern cars are generally light, aerodynamically shaped, and compact.
CAR MANUFACTURERS IN INDIA The reason behind the immense growth of the India Car Industry can be attributed to the availability of car loans, affordable rates of interest, smooth repayment facilities and the deductions offered to the customers by the retailers. The constant changes in the existing car models with regard to design, innovation, technology, and colors, have led to a fiercely competitive market. Now that technology and innovation are not alien concepts for Indian car makers, Indian cars are becoming increasingly sleek, stylish, and luxurious. Major players in the Indian Car Industry: Fierce competition among the major car players can be witnessed in the Indian Car industry. The India car industry is being dominated by the following major players:
HINDUSTAN MOTORS MARUTI UDYOG REVA ELECTRIC CAR CO DAIMLER CHRYSLER INDIA PRIVATE LTD FIAT INDIA PRIVATE LTD FORD INDIA LTD GENERAL MOTORS INDIA HONDA SIEL CARS INDIA LTD HYUNDAI MOTORS INDIA LTD TOYOTA KIRLOSKAR MOTOR LTD SKODA AUTO INDIA PRIVATE LTD AUDI AG BMW CHEVROLET FORCE MOTORS NISSAN MOTOR CO. LTD PORSCHE ROLLS-ROYCE MOTOR CAR COMPANIES IN INDIA TATA MOTORS
CAR SEGMENTATION With the expansion of Indian Automobile market over a period of time the segmentation of car models came in to existence based on cars defining characteristics namely: Size Performance Price However with continuing growth of market SIAM (Society of Indian Automotive Manufacturers) implemented the segmentation of cars on the basis of length of the cars.
CAR SEGMENTATION AS PER SIAM MINI (A1) SEGMENT A1 ( Mini- Up to 3400mm): Maruti 800 The segment grew very fast in the initial years of expansion of automotive industry in India The segment started shrinking when new segments came into existence and is continuously on decline. COMPACT (A2) SEGMENT A2 (compact- 3401 to 4000 mm): Santro, i10, Getz Prime, WagonR, Alto, Palio Stile, Indica, Zen Estilo, Aveo U-VA, Spark, Ford Fusion Diesel, Swift The A2 segment is growing continuously and accounts for 67.8% of the total car market today There are more than 50 lakhs of A1 segments users who can be upgraded to A2 segment. THE MID-SIZE (A3) SEGMENT A3 ( Mid- Size- 4001 to 4500mm): Esteem,SX4,Accent, Siena, Indigo, Icon, City, Lancer, Cedia, Fiesta, Aveo, Verna, Logan and Ambassdor. A3 segment has started growing now and is expected to spend rapidly in future.
Within A3 segment upper A3 segment has started growing now. EXECUTIVE (A4) SEGMENT A4 (Executive-4501 to 4700mm): Elantra, Octavia, Laura, Mercedes Cclass, Corolla, Civic, Optra Magnum. PREMIUM (A5) SEGMENT A5 (Premium-4701 to 5000mm): Sonata, Teana, Accord, Camry, E-class. LUXURY (A6) SEGMENT A6 (Luxury-5001mm and above): S-class C (VAN TYPE): Omni, Versa. B2 (Passenger Carrier): Tavera, Sumo, Innova. SUVs: Tucson, CRV, Endeavour, Grand Vitara, X-Trail, Montero, Safari, Pajero.
CHANGES IN CAR INDUSTRY IN INDIA The latest developments in the car market in India: In Nashik, a car manufacture plant has been established as a result of a joint venture of Renault and Mahindra & Mahindra to manufacture a comparatively cheap cars (at US$ 9,700), mainly targeting the Indian middle classes, the youth, and the affluent classes in rural India. Tata Motors has plans to launch a luxury car with an engine of 33 horsepower. The recent reduction in the excise duty of the small cars from 24% to 16% will definitely prove to be a boon for the India car industry. Technical advancements in the Indian Car Industry: The latest technical advancements in the car market in India include the following features
Power Steering Radial Tires Anti-lock Breaking Systems Tip-tronic Transmission
The varied car markets in India: The market for small cars now occupies a substantial share of 70% out of the annual production of 1 million cars in India. Maruti Udyog, with its legendary Maruti -800 is the leader in the small car market. A number of manufacturing plants are coming up for advancements in the field of small cars. The recent launches in the small car market in India are:
Getz Prime by Hyundai Motor Co. Tata Magic by Tata Motors Tata Magic Palio Stile by Fiat India Pvt. Ltd
Mid-sized cars are normally cars ranging from Rs. 3-8 lakh and generally meant to be 4 seaters. The mid-sized car section has recently moved beyond the 1 lakh target. The recent launches in the mid-size car market in India are:
1.4 SXI Duratorq by Ford Motor Co.
Indigo XL by Tata Motors
Luxury cars and premium cars are quite expensive and they are purchased for their design, innovation, and technology. They are usually priced over Rs. 20 lakh and have many takers in India. The recent launches in the premium car market in India and the luxury car market in India are:
Sonata Embera H-Matic by Hyundai Motor Co. Nissan Teana by Nissan Motor Co. Ltd
Sports Utility Vehicles (SUVs) have also become very popular in India as they are considered advantageous due to their ability to accommodate more passengers. They are ideal for trips with the whole family. The Sport Utility Vehicle market in India is the most booming market in India presently and SUVs have become the fastest selling cars of India.
INTRODUCTION MARUTI UDYOG LIMITEDMaruti Udyog Limited, a subsidiary of Suzuki Motor Corporation of Japan, has been the leader of the Indian car market for about two decades. Its manufacturing plant, located some 25 km south of New Delhi in Gurgaon, has