1. A
Research Report
on
“A Comparative Study of
Marketing Strategy of Santro and Zen”
A case of Bareilly City.
Submitted For the
Partial fulfillment of degree of master of Business Administration from
G.B. Technical University, Lucknow
2010-11
Research supervisor:- Submitted by: -
Mr.Himanshu Dargan Janay Aalam
Asstt .Professor ,R.B.M.I. Roll no.1001670023
Submitted To
Rakshpal Bahadur College of Engg. and Tec. (Bareilly)

2. INDEX
- Declaration
- Acknowledgement
- Preface
1. Introduction
 About Maruti Suzuki.
 About Maruti Suzuki Zen.
 About Hyundai.
 About Hyundai Santro.
2. Objective of study
3. Research Methodology
- a) Research Concepts
- b) Opted methodology
4. Data Interpretation & Analysis
Analysis & Interpretation
5. Findings
6. Limitations
7. Suggestions & Recommendations
8. Conclusion
Bibliography
Annexure
- Questionnaire

3. DECLARATION
Janay Aalam, Roll no.1001670023 a student of MBA IV semester of Rakshpal Bahadur
College of Engg. & Tech. Bareilly hereby declare that the Research report titled “A
Comparative Study of Marketing Strategy of Santro and Zen.” (A case of Bareilly City). is
my original work and the same has not been submitted for the award of any other diploma
or degree.
Janay Aalam
MBA 4th sem

4. ACKNOWLEDGEMENT
My Research report dealing with “A Comparative Study of Marketing Strategy of
Santro and Zen.” (A case of Bareilly City)provides me an exposure in the real world of
business. I own a heart-felt gratefulness to some of the people for being present all the time
whenever any help was required in completion of the report.
A heartfelt thanks to the respondents surveyed whose ideas, critical insights and suggestions
have been invaluable in the preparation of this report.
Last but not the least a very warm thanks to Mr.Himanshu Dargan (guide) and all the faculty
members of RAKSHPAL BAHADUR COLLEGE OF ENGG. & TECH. BAREILLY for
providing me Guide lines in Research Report.
Janay Aalam
MBA 4th sem

5. PREFACE
This report has been prepared to have a received of what I have done and learnt about “A
Comparative Study of Marketing Strategy of Santro and Zen.” (A case of Bareilly City)
This report contains a basic introduction of Maruti suzuki Zen and including Hyundai Santro.
I hope that this Research report provides sufficient information regarding my work
on the project. I would consider my efforts to be fruitful if it proves useful to somebody at some
later stage.

6. INTRODUCTION
a) About Maruti Suzuki.
b) About Maruti Suzuki Zen.
c) About Hyundai.
d) About Hyundai Santro

7. About Maruti Suzuki
Maruti Suzuki India Limited (MSIL, formerly known as Maruti Udyog Limited) is a subsidiary
of Suzuki Motor Corporation, Japan. MSIL has been the leader of the Indian car market for over
two and a half decades. The company has two manufacturing facilities located at Gurgaon and
Mansard, south of New Delhi, India. Both the facilities have a combined capability to produce
over a 1.2 million (1,200,000) vehicles annually.
The company plans to expand its manufacturing capacity to 1.75 million by 2013.
The company offers a wide range of cars across different segments. It offers 15 brands and over
150 variants - Maruti 800, people movers, Omni and Eeco, international brands Alto, Alto-K10,
A-star, WagonR, Swift, Ritz and Estilo, off-roader Gypsy, SUV Grand Vitara, sedans SX4, Swift
DZire and Kizashi. In an environment friendly initiative, in August 2010 Maruti Suzuki
introduced factory fitted CNG option on 5 models across vehicle segments. These include Eeco,
Alto, Estilo, Wagon R and Sx4
In fiscal 2009-10 Maruti Suzuki became the only Indian company to manufacture and sell One
Million cars in a year.
Maruti Suzuki has employee strength over 8,500 (as at end March 2011)
n 2010-11, the company sold over 1.27 Mnvehicles including 1,38,266units of exports. With
this, at the end of March 2011, Maruti Suzuki had a market share of 44.9 per cent of the Indian
passenger car market.
Maruti Suzuki's revenue has grown consistently over the years.
Year Net Sales Year Net Sales(Million)
2005-06 1,20,034 2006-07 1,45,922
2007-08 1,78,603 2008-09 2,03,583
2009-10 3,01,198 2010-11 3,61,282
Maruti Suzuki is India and Nepal's number one leading automobile manufacturer and the market
leader in the car segment, both in terms of volume of vehicles sold and revenue earned. Until
recently, 18.28% of the company was owned by the Indian government, and 54.2%

8. by Suzuki of Japan. The BJP-led government held an initial public offering of 25% of the
company in June 2003. As of 10 May 2007, the government of India sold its complete share to
Indian financial institutions and no longer has any stake in Maruti Udyog.
Maruti Udyog Limited (MUL)-
Maruti Udyog Limited was established in February 1981, though the actual production
commenced in 1983 with the Maruti 800, based on the Suzuki Alto kei car which at the time was
the only modern car available in India, its only competitors- the Hindustan
Ambassador and Premier Padmini were both around 25 years out of date at that point. Through
2004, Maruti Suzuki has produced over 5 Million vehicles. Maruti Suzukis are sold in India and
various several other countries, depending upon export orders. Models similar to Maruti Suzukis
(but not manufactured by Maruti Udyog) are sold by Suzuki Motor Corporation and
manufactured in Pakistan and other South Asiancountries.
The company exports more than 50,000 cars annually and has an extremely large domestic
market in India selling over 730,000 cars annually. Maruti 800, till 2004, was the India's largest
selling compact car ever since it was launched in 1983. More than a million units of this car have
been sold worldwide so far. Currently, Maruti Suzuki Alto tops the sales charts.
Due to the large number of Maruti 800s sold in the Indian market, the term "Maruti" is
commonly used to refer to this compact car model. Its manufacturing facilities are located at two
facilities Gurgaon and Manesar south of Delhi. Maruti Suzuki‟s Gurgaon facility has an installed
capacity of 350,000 units per annum. The Manesar facilities, launched in February 2007
comprise a vehicle assembly plant with a capacity of 100,000 units per year and a Diesel Engine
plant with an annual capacity of 100,000 engines and transmissions. Manesar and Gurgaon
facilities have a combined capability to produce over 700,000 units annually. More than half the
cars sold in India are Maruti Suzuki cars. The company is a subsidiary of Suzuki Motor
Corporation, Japan, which owns 54.2 per cent of Maruti Suzuki. The rest is owned by public and
financial institutions. It is listed on the Bombay Stock Exchange and National Stock Exchange in
India.
During 2007-08, Maruti Suzuki sold 764,842 cars, of which 53,024 were exported. In all, over
six million Maruti Suzuki cars are on Indian roads since the first car was rolled out on 14
December 1983. Maruti Suzuki offers 14 models, Maruti 800, Alto, WagonR, Estilo, A-
star, Ritz, Swift, Swift DZire, SX4, Omni,Eeco, Gypsy, Grand Vitara, Kizashi. Swift, Swift
DZire, A-star and SX4 are manufactured in Manesar, Grand Vitara and Kizashi are imported
from Japan as completely built units(CBU), remaining all models are manufactured in Maruti
Suzuki's Gurgaon Plant.

9. Suzuki Motor Corporation, the parent company, is a global leader in mini and compact cars for
three decades. Suzuki‟s technical superiority lies in its ability to pack power and performance
into a compact, lightweight engine that is clean and fuel efficient. Nearly 75,000 people are
employed directly by Maruti Suzuki and its partners. It has been rated first in customer
satisfaction among all car makers in India from 1999 to 2009 by J D Power Asia Pacific.
Joint venture related issues
Relationship between the Government of India, under the United Front (India) coalition
and Suzuki Motor Corporation over the joint venture was a point of heated debate in the Indian
media till Suzuki Motor Corporation gained the controlling stake. This highly profitable joint
venture that had a near monopolistic trade in the Indian automobile market and the nature of the
partnership built up till then was the underlying reason for most issues. The success of the joint
venture led Suzuki to increase its equity from 26% to 40% in 1987, and further to 50% in 1992.
In 1982 both the venture partners had entered into an agreement to nominate their candidate for
the post of Managing Director and every Managing Director will have a tenure of five years[
R.C. Bhargava was the initial managing director of the company since the inception of the joint
venture. Till today he is regarded as instrumental for the success of Maruti Suzuki. Joining in
1982 he held several key positions in the company before heading the company as Managing
Director. Currently he is on the Board of Directors. After completing his five year tenure, Mr.
Bhargava later assumed the office of Part-Time Chairman. The Government nominated Mr.
S.S.L.N. Bhaskarudu as the Managing Director on 27 August 1997. Mr. Bhaskarudu had joined
Maruti Suzuki in 1983 after spending 21 years in the Public sector undertaking Bharat Heavy
Electricals Limited as General Manager. In 1987 he was promoted as Chief General Manager. In
1988 he was named Director, Productions and Projects. The next year (1989) he was named
Director of Materials and in 1993 he became Joint Managing Director.
Suzuki Motor Corporation didn't attend the Annual General Meeting of the Board with the
reason of it being called on a short notice. Later Suzuki Motor Corporation went on record to
state that Bhaskarudu was "incompetent" and wanted someone else. However, the Ministry of
Industries, Government of India refuted the charges. Media stated from the Maruti Suzuki
sources that Bhaskarudu was interested to indigenise most of components for the models
including gear boxes especially for Maruti 800. Suzuki also felt that Bhaskarudu was a proxy for
the Government and would not let it increase its stake in the venture.[ If Maruti Suzuki would
have been able to indigenise gear boxes then Maruti Suzuki would have been able to
manufacture all the models without the technical assistance from Suzuki. Till today the issue of
localization of gear boxes is highlighted in the press.
The relations strained when Suzuki Motor Corporation moved to Delhi High Court to bring a
stay order against Bhaskarudu's appointment. The issue was resolved in an out-of-court

10. settlement and both the parties agreed that R S S L N Bhaskarudu would serve up to 31
December 1999, and from 1 January 2000, Jagdish Khattar, Executive Director of Maruti Udyog
Limited would assume charges as the Managing Director.[14] Many politicians stated in
parliament that the Suzuki Motor Corporation is unwilling to localize manufacturing and reduce
imports. As of 2011 Gear boxes are still imported from Japan and are assembled at the Gurgaon
facility.
Industrial relations
For most of its history, Maruti Udyog Limited had relatively few problems with its labour force.
Its emphasis of a Japanese work culture and the modern manufacturing process, first instituted in
Japan in the 1970s, was accepted by the workforce of the company without any difficulty. But
with the change in management in 1997, when it became predominantly government controlled
for a while, and the conflict between the United Front Government and Suzuki may have been
the cause of unrest among employees. A major row broke out in September 2000 when
employees of Maruti Udyog Ltd (MUL) went on an indefinite strike, demanding among other
things, revision of the incentive scheme offered and implementation of a pension scheme.
Employees struck work for six hours in October 2000, irked over the suspension of nine
employees, going on a six-hour tools-down strike at its Gurgaon plant, demanding revision of the
incentive-linked pay and threatened to fast to death if the suspended employees were not
reinstated. About this time, the NDA government, following a disinvestments policy, proposed to
sell part of its stake in Maruti Suzuki in a public offering. The Staff union opposed this sell-off
plan on the grounds that the company will lose a major business advantage of being subsidised
by the Government.
The standoff with the management continued to December with a proposal by the management
to end the two-month long agitation rejected with a demand for reinstatement of 92 dismissed
workers, with four MUL employees going on a fast-unto-death. In December the company's
shareholders met in New Delhi in an AGM that lasted 30 minutes. At the same time around 1500
plant workers from the MUL's Gurgaon facility were agitating outside the company's corporate
office demanding commencement of production linked incentives, a better pension scheme and
other benefits. The management has refused to pass on the benefits citing increased competition
and lower margins.

11. Services offered
Current sales of automobiles
1. 800 (Launched 1983)
2. Omni (Launched 1984)
3. Gypsy (launched 1985)
4. WagonR (Launched 1999)
5. Alto (Launched 2000)
6. Swift (Launched 2005)
7. Estilo (Launched 2009)
8. SX4 (Launched 2007)
9. Swift DZire (Launched 2008)
10. A-star (Launched 2008)
11. Ritz (Launched 2009)
12. Eeco (Launched 2010)
13. Alto K10 (Launched 2010)
14. Maruti Ertiga, seven seater MPV R3 designed and developed in India, will compete
with Toyota Innova, Mahindra Xylo, and Tata Sumo Grande. In early 2012, Suzuki
Ertiga will be exported first to Indonesia in Completely Knock Down car.
15. Maruti XA Alpha will be launched in the year 2014
Imported
1. Grand Vitara (Launched 2007)
2. Kizashi (Launched 2011)
Discontinued car models
1. 1000 (1990–1994)
2. Zen (1993–2006)
3. Esteem (1994–2008)
4. Baleno (1999–2007)
5. Zen Estilo (2006–2009)
6. Versa (2001–2010)
7. Grand Vitara XL7 (2003–2007)

12. About Maruti Suzuki Zen
The Maruti Zen is a 5-door hatchback produced and sold in India by Indian automaker Maruti
Suzuki. It has acquired significant popularity in India since the nameplate was first introduced in
1993. The word "ZEN" is an acronym standing for Zero Engine Noise. It also stands for
the Japanese word "Zen" which derives from the Sanskrit word "Dhyana" and means "To figure
out something by meditation or by a sudden flash of enlightenment."
Also sold as Suzuki Cervo Mode, in many parts of the world a blockbuster in its segment, the
first generation Maruti Zen was introduced in 1993 [MH410]. In Europe, the car sold as
the Suzuki Alto. In 1997 Body Colour Bumpers. In 2000 its cost (of LX model) was around Rs
3,80,000. The best part of the Zen is it remained in trend for over a very long period without any
changes in Exterior Design or looks.
It underwent a facelift in 2003. The production of this model ended in March 2006
Zen had a diesel variant which used the Peugeot's TUD5 (PSA TU engine) engine.
The Zen quickly became a hit with the Indian Racing Scene, highly modified versions of the 993
cc G10B engine topping 100+ Bhp.
In June 2003, a three door sports version of the Zen in VXi segment was launched, prices at 3.9
Lakh (ex-showroom, New Delhi); there were two models released which differed only in colors
1. Zen Carbon (black) 2. Zen Steel (silver)
Maruti has launched the newer version of Zen Estilo with new engine, new look and new
features in India. The all new Maruti Zen is packed with new KB-Series engine that offers high
engine performance with increased fuel efficiency. Maruti Zen Estilo has a look of miniaturized
family van because of its smooth, simple lines and the mono form design. Maruti Zen Estilo is a
blend of the jellybean and tallboy designs, which gives it a unique stance and look. Zen Estilo
comes with plush, premium interiors. Maruti Zen has a two-tone colour theme and its seats have
been redesigned for providing better support and a fresh new upholstery to match the dual tone
theme of the interior.
Aiming to further strengthen its leadership in the hatchback car segment, Maruti Udyog Ltd
launched the Maruti Zen, called Zen Estilo. Zen Estilo is roomier than the previous model Zen
and sports a 1.0L, 998cc, KB Series petrol engine. Zen Estilo is longer and offers more boot
space and superior air conditioning. It delivers 68 bhp and its low-end torque makes it ideal for
Indian city conditions. Maruti Zen Estilo has a 998cc, three-cylinder engine and five-speed
manual gearbox combo. It gives a peak power of 68 bhp at 6,200 rpm and maximum torque of 90

13. Nm at 3,500 rpm. The company has just added one more variant to the Estilo family that is
Maruti Zen Estilo LXI Green (CNG); this variant comes fitted with added CNG kit that is loaded
at the company's factory: these kits are regarded as more reliable, responsive and safe.
The hatchback comes loaded with standard ventilated disc brakes at the front and drum brakes at
the rear. The compact car sports front McPherson strut with Torsion type roll control device type
forks. The rear shockers are gas filled with three link rigid and isolated trailing arm.
The new compact people's car - Maruti Zen Estilo - comes dressed with exciting exterior that
looks sober and perfect thanks to its new fresh front view which now consists of teardrop
designed headlamps, aggressive bumper and grille. The car has new three chrome finished strips
at nose that are placed horizontally with stylish 'Suzuki' emblem at the central strip. The
designers did a decent job by giving the front lower portion a 3 D look but its not that
impressive, to be very clear. Front wipers are located at the joining point of front windscreen and
bonnet. The front turn indicators now find their place at the side walls of the car right above the
front wheels.
The electronically powered ORVMs are painted in body colour so are the door handles. The
wheels have full cap. The company used caps instead of providing alloy wheels in the compact
car. The rear side, too, gets some new treatment in the form of tail lights and appearance. The
vehicle comes with rear fog lamps, back door defogger, rear window wiper and washers, etc. The
rear of the car is adorned with flat hatch door and a wide rear windscreen. The wide and flat roof
of the Maruti Zen Estilo houses a sleek antenna.

14. Models
Maruti Zen Petrol Models
This is the base variant of Zen Estilo that comes with standard features
including rear door child lock, remote fuel lid opener, paddle type
Maruti Zen Estilo LX
ORVMs, centre console with cup holders, new standard seat fabric,
BS IV
front and rear seat adjustable head restraints, steering lock, iCATs and
bench type rear seat.
This BS IV compliant Zen Estilo variant is equipped with all the
Maruti Zen Estilo LXI features of the base variant along with power steering, power lock and
BS IV key lock backdoor opener, front power window, central door locks,
back door with body colored outside handle and body colour bumper.
This top-end Zen Estilo variant sports all the advanced features such as
front and rear fog lamps, back door defogger, rear window wiper and
Maruti Zen Estilo VXI washer, security system, body side moulding, full wheel cap, all body
BS IV coloured door handles, rear luggage shelf, tachometer, accessory
socket, front and rear power windows, remote keyless entry, internally
adjustable electrical type ORVMs.
Driver side SRS airbag and ABS are optional safety features that can
Maruti Zen Estilo VXI
be availed in the Zen Estilo VXI variant. Rest of the features remain
BS IV W/ ABS
same as the Zen Estilo VXI
Compare Maruti Zen Petrol Models
Maruti Zen CNG Models
This newly launched CNG variant of Estilo has compressed gas as its
Maruti Zen Estilo LXI fuel type. With the i-GPI technology, the car ensures greater mileage at
Green (CNG) lower per kilometer cost. Other features and components are kept same
as in the LXI variant.

15. Mileage, Average And Fuel Economy
The hatchback compact car, Maruti Zen Estilo, has a 1.0 litre, KB series 998cc, 3 cylinder
powertrain under its hood that churns out a top power of 68 PS at 6200 rpm and belts out a peak
torque of 90 Nm at 3,500 rpm. The powertrain incorporates a five speed manual gearbox that
provides desirable speed and better acceleration along with minimized vibration. The Maruti Zen
comes equipped with MPFI fuel supply system that helps to enhance the mileage considerably
alongside the compact engine and lightweight body shell.
The hatchback now has the latest BS IV compliant KB series engine that ensures higher fuel
efficiency as well as greater acceleration. The car delivers a standard fuel economy of around
18.2 kmpl on highways and 14.5 kmpl on city roads. The fuel tank capacity of Maruti Zen is 35
litres. If you own a Maruti Zen Estilo VXi Green (CNG), you are provided with two fuel
options-petrol and CNG. The CNG fuel system promises higher mileage and low running cost
than the petrol engine. To achieve the best fuel economy, the CNG system is powered by the i-
GPI bio-fuel technology that works to use maximum compressed gas for more mileage.
Power
Maruti's popular compact car Maruti Zen's revamped version -Maruti Zen Estilo - is powered
by a 998cc, 3 cylinder KB series powertrain that offers a nimble 68 Ps of power at 6,200 rpm and
agile torque of 90 Nm at 3,500 rpm. The cable type gear shift mechanism with DETENT PIN
TECHNOLOGY (DPT) gives precise and smooth gear shifting experience supported by 5 speed
manual transmission. The latest KB series engine is designed to meet the latest BS IV emission
norms and deliver greater fuel economy, higher power and acceleration.
Colors
These colors are available with all variants of Maruti Zen
Virgin Blue
Champangne beige
Sparking olive
Brilliant yellow
Midnight black
Pearl silver
Bright red
Purple fusion

16. Acceleration & Pick-Up
The existing Maruti Zen Estilo is claimed to be the most fuel efficient and a powerful performer
on the back of the KB series engine. This new engine series was first introduced in Maruti A-
Star. Zen Estilo comes loaded with the same engine which comprises of 3 cylinders, 998cc,
DOHC and a five speed manual gearbox. The new engine brings higher power and torque figures
in comparison to its previous model. The new power-plant produces a max power of 68 PS at
6,200 rpm and delivers a higher torque of 90 NM at 3,500 rpm while it's predecessor delivers a
top power and torque of 64 PS and 84 Nm respectively. Added bonus is Maruti Zen acceleration
which also becomes more agile with the 0-100 kmph sprint being covered in only 26.62 seconds
with the car touching the top speed of 160 kmph.
Exterior
The largest car selling company in India, Maruti India offers an updated version of Maruti Zen
Estilo that has new front and tail side along with innovative powertrain. Most of the changes in
the new Zen Estilo are made to its front including headlamp, grille, nose design, bumper etc.
The compact hatchback is adorned with new teardrop shaped headlamp cluster that is swept
back. The cluster houses headlight with low and high beam. The headlamp clusters are connected
with three grille strips placed horizontally; the middle one gets the respected emblem of Suzuki.
The lower air-intake has a wider rectangular box type design with round corners at the upper
side; the strips here are positioned horizontally in the way the upper strips are. The front fog
lamps rest in a 3 D style slot in round shape that ensure clear vision even in bad weather
conditions where headlights do nothing except offer a dim illumination. The front windscreen of
the Maruti Zen Estilo comes with a 2 speed intermittent front wiper and a small antenna at the
tip of the roof that looks very funky. To give the vehicles moving ahead, a clear vision of your
car in motion, the car is fitted with side turn indicators above the front tyres.
One of the most popular small car of Maruti, Maruti Zen Estilo features body colour ORVMs
that can be adjusted internally and body match door handles along with both side bumper in body
colour. The car has a bold and impressive waistline. It is also assembled with remote fuel lid
opener and all power windows with black out film.
The rear of the car possesses a vertical stacked tail lamp slot that houses a reverse light, turn
indicator and brake light, rear fog lamps which are available in the higher end variant only. A
new rear wiper sports distinctive design and exhaust tip that is now more shorter and vertical.
Last but not the least, the full wheel cap of the car looks very sporty and aggressive.

17. Exterior Measurements
The Maruti Zen Estilo is a compact hatchback that can accommodate five people inside,
including the driver. The overall height, length and width of the small car is 1595mm, 3600mm
and 1475mm respectively for LX and LXI but the height of VXI variant is 1495mm. The vehicle
has a wheelbase of 2360mm along with a ground clearance of 165mm. The front and rear trend
are of 1295mm and 1290mm respectively.
Maruti Zen Estilo Interiors
Interior Appearance
Apart from the welcomed changes on the exterior of the Maruti Zen Estilo, the designers have
given the car different interiors altogether by offering new features. The cabin of the car is
dressed with new standard coloured coordinated seat fabric, dual tone dashboard, adjustable head
rests, rear seat bench, floor carpet, etc.
The dashboard of the Maruti Zen Estilo is an eye catcher. It has ample storage space in the form
of glove box and other en-carved space. AC vents in chrome finish rings not only improve the
look of the cabin but also keep the inside temperature cool. Apart from this, the dashboard
houses an illuminated instrument cluster comprised of tachometer and digital fuel level indicator
with silver lining that adds to the superiority of the hatchback. You will never miss the 'Look at
me' styled three spoke power steering. The complete interior looks elegant with two-tone
beige/brown colour blending. There are two cup holders in the front row and one in the second
row.
Interior Comfort
The new avatar of the Maruti Zen Estilo proves to be a family car with ample storage and
sufficient seating capacity. To enhance the comfort level, the company has loaded the vehicle
with rear luggage shelf, rear bench seat, all power windows and power steering, A/C, internally
adjustable electrical type ORVMs, power lock +key backdoor opener, sun visor with ticket
holder, vanity mirror, central door lock, front door pocket, speaker provision, co-driver side front
door lock, remote keyless entry system etc.
Interior Measurements
The Maruti Zen Estilo is a compact hatchback that can accommodate five people at a time,
including the driver. You can also load a good amount of luggage by folding the rear seat.

18. Moreover, a rear luggage shelf is also provided for carrying extra luggage. Legroom, headroom,
shoulder room are not a concern when you are in this small wonder.
Engine Capacity & Performance
Upgraded version of the Maruti Zen Estilo is available with a new look and powertrain to
attract the compact car lovers in India. The car is gifted with new KB series mill that was used in
Maruti A-Star initially. The company developed the new KB series engine to upgrade all its
models to meet the new BS IV emission norms that came into force since 1 April, 2010.
The new mill of Maruti Zen not only promises increased fuel economy but also enhances the
engine output. The 1.0 litre, 998cc, 3 cylinder, DOHC type engine generates a high power of 68
PS at 6200 rpm and pumps out a top torque value of 90 Nm at 3,500 rpm which is far better than
the previous engine.
The powertrain of the Maruti Zen Estilo comes coupled with a new cable type gear shift
technology that ensures precise, smooth and hassle-free gear shifting. The five speed manual
transmission smartly uses the engine power to deliver uninterrupted performance. The CNG
variant of the car comes assembled with a new CNG kit that generates good amount of engine
output along with greater fuel economy.
Wheels
The new version of Maruti Zen Estilo comes loaded with 13 inch wheels with full wheel cap.
The tubeless tyres ensure uninterrupted journey. The tyre size for the car is 145/70 R13 in LX
and LXI variant while it is 155/65 R 13 in the VXI variant. The wheelbase of the car is pretty
good, that is, 2360mm.
Braking & Handling
Revamped version of the popular car - Maruti Zen Estilo hosts a contemporary braking system.
It has front disc brakes and rear drum brakes for instant halting of the vehicle. The compact
hatchback car now comes featured with front McPherson strut with Torsion type roll control
device type forks and rear shock absorbers that are gas filled with three link rigid and isolated
trailing arm. The suspension system offers ultra stability to the car. The efficient braking and
suspension system of the Maruti Zen promises great level of handling as well as comfort and
safety.

19. About HMIL
Hyundai Motor India Limited (HMIL) is a wholly owned subsidiary of Hyundai Motor Company
(HMC), South Korea and is the largest passenger car exporter and the second largest car
manufacturer in India. HMIL presently markets 7 models of passenger cars across segments. The
A2 segment includes the Santro, i10 and the i20, the A3 segment includes the Accent and the
Verna, the A5 segment includes the Sonata Transform and the SUV segment includes the Santa
Fe.
HMIL's fully integrated state-of-the-art manufacturing plant near Chennai boasts of the most
advanced production, quality and testing capabilities in the country. To cater to rising demand,
HMIL commissioned its second plant in February 2008, which produces an additional 300,000
units per annum, raising HMIL‟s total production capacity to 600,000 units per annum.
In continuation with its commitment to providing Indian customers with cutting-edge global
technology, HMIL has set up a modern multi-million dollar research and development facility in
the cyber city of Hyderabad. It aims to become a centre of excellence for automobile engineering
and ensure quick turnaround time to changing consumer needs.
As HMC's global export hub for compact cars, HMIL is the first automotive company in India to
achieve the export of 10 lakh cars in just over a decade. HMIL currently exports cars to more
than 115 countries across EU, Africa, Middle East, Latin America and Asia Pacific. It has been
the number one exporter of passenger car of the country for the sixth year in a row. To support
its growth and expansion plans, HMIL currently has a 329 strong dealer network and 698 strong
service points across India, which will see further expansion in 2011.
“It all started with just one man, a small repair shop and an insistence on delivering quality that
still endures today.This is the story of Chung Ju-Yung. Born the son of a peasant farmer, Mr Ju-
Yung launched Hyundai in 1947 at the age of 32. At first it was a small vehicle repair shop. Then
it grew, and became the Hyundai Auto Service Centre. 20 years later, Hyundai vehicle assembly
was born. The Pony hatchback soon followed, and today, Hyundai is the fifth largest car
manufacturer in the world.”
Hyundai Motor India Limited (HMIL) is a wholly owned subsidiary of Hyundai Motor
Company, South Korea and is the second largest and the fastest growing car manufacturer in
India. HMIL presently markets 16 variants of passenger cars in six segments. The Santro in the B
segment, Getz in the B+ segment, the Accent and Verna in the C segment, the Elantra in the D
segment, the Sonata Embera in the E segment and the Tucson in the SUV segment.

20. Hyundai Motor India, continuing its tradition of being the fastest growing passenger car
manufacturer, registered total sales of 299,513 vehicles in calendar year (CY) 2006, an increase
of 18.5 percent over CY 2005. In the domestic market it clocked a growth of 19.1 percent a
compared to 2005, with 186,174 units, while overseas sales grew by 17.4 percent, with exports
of 113,339 units.
HMIL's fully integrated state-of-the-art manufacturing plant near Chennai boasts some of the
most advanced production, quality and testing capabilities in the country. In continuation of its
investment in providing the Indian customer global technology, HMIL is setting up its second
plant, which will produce an additional 300,000 units per annum, raising HMIL's total
production capacity to 600,000 per annum by the end of year 2007.
HMIL is investing to expand capacity in line with its positioning as HMC's global export hub for
compact cars. Apart from expansion of production capacity, HMIL plans to expand its dealer
network, which will be increased from 183 to 250 this year. And with the company's greater
focus on the quality of its after-sales service, HMIL's service network will be expanded to
around 1,000 in 2007.
The year 2006 has been a significant year for Hyundai Motor India. It achieved a significant
milestone by rolling out the fastest 300,000th export car. Hyundai exports to over 65 countries
globally; even as it plans to continue its thrust in existing export markets, it is gearing up to step
up its foray into new markets. The year just ended also saw Hyundai Motor India attain other
milestones such as the launch of the Verna and yet another path-breaking record in its young
journey by rolling out the fastest 10,00,000th car.
The Hyundai Verna has bagged some of the most prestigious awards starting with the Overdrive
'Car Of the Year 2007', CNBC-TV18 Autocar 'Best Value For Money Car 2007' and
'Performance Car of the Year 2007' from Business Standard Motoring.
Last Year Sonata Embera won the 'Executive Car of The Year 2006' award from Business
Standard Motoring Magazine and NDTV Profit Car & Bike declared the Tucson as the 'SUV of
The Year 2006'.
HMIL has also been awarded the benchmark ISO 14001 certification for its sustainable
environment management practices.
About HMC
Established in 1967, Hyundai Motor Co. has grown into the Hyundai Kia Automotive Group
which includes Hyundai Mobis and over two dozen auto-related subsidiaries and affiliates.
Employing over 68,000 people worldwide, Hyundai Motor posted US$27.383 billion in sales in
2005 (on a non-consolidated basis). Hyundai motor vehicles are sold in 193 countries through
some 5000 dealerships and showrooms. Hyundai Motor Co. is a sponsor of the 2006 FIFA
Germany World Cup.

21. About Hyundai Santro
At present, the Hyundai Santro Xing is available with a 1.1 litre, SOHC, 4 cylinder, 1086cc,
petrol engine that produces maximum power of 63 Ps at 5500 rpm and develops highest torque
of 9.8 kgm/96 Nm at 3000 rpm. The powertrain is mated to a five speed manual transmission.
Hyundai Santro Xing now houses front ventilated disc brakes and rear drum brakes while it has
front McPherson Strut and rear torsion beam axle suspension with coil spring. The top variant of
the model comes with full wheel cover on 13 inch long wheels.
Lookwise, the Hyundai Santro looks ordinary but is designed well enough to attract small car
lovers. The front fascia of the car comes with rectangular headlamps with chopped left corner.
The front grille has got special three parallel body colour radiator grille that find centrally
located Hyundai logo in chrome. The lower air intake cluster comes across the lower portion
above the body colour bumper. This black out slot sports box-type design along with fake front
fog lamp like moulding. The Hyundai Santro Xing gets black colour conventional ORVMs and
same colour door handles and waistline moulding. The rear side view of the small car looks more
appealing than the front one; it has vertically stacked tail lamps clusters, wider rear windshield,
black sleek moulding on the body colour bumper and rear spoiler in top-end variant.
The interior of the Hyundai Santro Xing gives the occupants a luxury feeling with its dual tone
interiors, modern looking dashboard components and exciting addition of a few different shade
touch. The car provides seating for 5 passengers; the seats have dual tone wrapping. The
blackout dashboard comes with chrome finish at AC vents and centre dash. The steering wheel
of the Hyundai Santro is powered and is wrapped in black colour including its three spokes. The
seats of the car are integrated that come with integrated head restraints. The instruments panel of
the hatchback has three round shaped dials that comprise of trip meter, low fuel warning lamp,
speedo etc. Apart from these worth deserving features, the Hyundai Santro Xing houses a
number of comfort features including AC, 1 DIN Audio, heater, internally adjustable ORVMs,
front power window, remote fuel lid opener & tail gate release, intermittent front wiper and
washer, rear parcel tray, front and rear speaker grille, front map lamp, ash try, etc.
One of the most popular hatchback in India, Hyundai Santro Xing also possesses fair amount of
safety features excluding air bags. The safety provision includes child safety rear door locks,
dual side impact beams, front and rear seat belts, day and night inside rear view mirror, central
locking, self locking door, immobiliser, front ventilated disc brakes, etc.

22. Models
Hyundai Santro Petrol Models
Hyundai Santro Xing
GL
Hyundai Santro Xing
GLS
Hyundai Santro Xing
AE GLS Audio
Hyundai Santro Xing
(Non AC)
Compare Hyundai Santro Petrol Models
Hyundai Santro LPG Models
Hyundai Santro Xing
GL LPG
Hyundai Santro Xing
GLS LPG
Hyundai Santro Xing
GLS Audio LPG
Compare Hyundai Santro LPG Models
Mileage, Average And Fuel Economy
The all new Hyundai Santro Xing is powered by a 1.1 litre, SOHC, 4 cylinder, 1086cc, petrol
engine that is mated with a five speed manual transmission; the end result of the powertrain
accounts max power of 63 Ps at 5000 rpm and max torque of 96 Nm at 3,000 rpm. The
powerplant of the car is powered by eRLX or Active Intelligence Technology that is comprised
of three innovative systems including Rotary Head Intelligent Valve Actuator and Differentially
Programmed Intelligent Injection that ensures optimum fuel distribution to engine in various

23. driving requirements which resulted in better mileage and power. The third system i.e. Real
Time Intelligent Ignition ensures perfect time to ignite the fuel and air mixture for higher power,
mileage and low emissions. With the combined efforts of all these systems, the Hyundai Santro
gives 13.7 kmpl of mileage in city limits and 17.8 kmpl on highways.
The Hyundai Santro Xing is also available with LPG variants and additional LPG kits. With LPG
fuel, the car gives more or less same fuel efficiency.
Power
The popular hatchback of Hyundai- Hyundai Santro Xing - is loaded with a smart powertrain
that is a 1.1 litre, 1086cc, 4 cylinder, SOHC, petrol engine that churns out a top power of 63 Ps
at 5500 rpm and belts out a top torque of 96 NM at 3000 rpm via five speed manual
gearbox. The eRLX powered 1.1 litre motor is incorporated with three advanced systems that
work to enhance power and efficiency. The Rotary Head Intelligent Valve Actuator is there for
smooth opening and closing of valve that reduce engine workload along with improving power.
Added to this, the Differentially Programmed Intelligent Injection and Real Time Intelligent
Ignition system help to get maximum engine power with higher fuel efficiency.
Colors
These colors are available with all variants of Hyundai Santro
Dynasty Red
Noble White
Bright Silver
Midnight Grey
Passion Red
Sky Blue
Ebony Black
Husky Blue
Real Earth
Orange Tango
Space Silver
Acceleration & Pick-Up
The evergreen product of the Hyundai Motor India, Hyundai Santro Xing, comes equipped with
a 1.1 litre, 1086cc, SOHC, 4 cylinder petrol engine that effortlessly pumps out max power of 63
Ps at 5500 rpm and 96 Nm at 3000 rpm. The car engine incorporates a five speed manual

24. gearbox. As described under earlier sections, it has got three dynamic systems including the
Rotary Head Intelligent Valve Actuator, the Differentially Programmed Intelligent Injection and
Real Time Intelligent Ignition system that are responsible for improved power and fuel economy.
The end result of all these mechanism is enhanced power and zipper acceleration. The car can do
the 0-100 kmph sprint in just 16.5 seconds with a top speed of 141 kmph.
Exterior
The Hyundai Santro Xing carries pretty good exterior looks that are contributed by its sober front
and better rear view appearance. It's front face sports large clear headlamps, body colour front
radiator grille section with company logo, longer lower air dam and black bumper insert
moulding at the middle. The bumper are wrapped in body match to give it a sporty look. The
Outside rear view mirrors and door handles get conventional shade that is black; although, it
looks good on vibrant car body colour. Broad waistline is also wrapped in black. The wheels of
the hatchback house full wheel cover that look like alloy wheels.
The rear view of the Hyundai Santro Xing is as elegant as the front fascia. To be precise, it has
well designed boot lid and tail lamps. The car comes with rear spoiler with dotted stop
lamp that not only looks stunning but also contributes to provide excellent aerodynamic
stability at high speed. The vertically stacked sleek elongated tail lamps cluster comprises of
rear tun indicator and brake light that inform the trailing vehicles about the car's move. A long
black insert is added below the boot lid to add style to the rear view. The Hyundai Santro Xing
also sports rear body colour bumper along with black boot lid skirt. The hatchback comes with
wider rear tinted windscreen without wiper or washer.
Exterior Measurements
The Hyundai Santro Xing is a hatchback that has a seating capacity for five. The small car's
overall length is 3565mm, width 1525mm and height is 1590mm. It has a wheelbase of
2380mm; front and rear track are of 1315mm and 1300mm.
Interior
As far as the interior appearance of the Hyundai Santro Xing is concerned, the hatchback comes
with two tone beige and brown interior and two tone seat upholstery, the combined effect is
awesome. The cabin of the small car is now re-designed well and has got new features. The
instrument panel of the machine has very common design and meters; the white background of
the total three dials with red needles look decent, speedometer gets middle round dial while the
fuel meter and tachometer come at sides. But the meters are hard to read due to their similar
color scheme.

25. The Hyundai Santro Xing sports new design AC vents and newly added stunning optional 1
DIN audio player with blue illumination; the audio player and AC vents house silver finish
panels. The vehicle has front speaker grille at dashboard and rear speaker grille as standard to all
variants. The car has three spoke power steering in dashboard colour that is black: the steering
column is energy absorbing. A day and night inside rear view mirror is also provided to see
rear passenger and trailing vehicles. The seats has beige and brown upholstery; the front seats are
sporty integrated while the rear seats has integrated head restraints. Door trim comes with fabric
insert. Other important interior features that Hyundai Santro carries are ash tray, front map lamp,
new rear parcel tray, B & C pillar trims, driver side front door map pocket and cupholders.
Interior Comfort
The first hatchback from Hyundai Motors - Hyundai Santro Xing - is not only an affordable car
but also very comfortable for a small family. The New Hyundai Santro Xing possesses optional 1
DIN audio player that can play CD/MP3; AUX and USB connectivity is also offered with the
audio system. The three spoke power steering of the small car makes the driving smooth and
easy and does not require a lot of effort. For ultra cabin comfort, conventional AC and heater is
fitted that make you feel sitting in a premium car: AC vents now get silver finish that improves
the dashboard appearance.
The Hyundai Santro Xing is designed to accommodate five passengers comfortably inside the
cabin . There are two seat rows in the car; front seats are sporty and second seat row, for three
average sized passengers, comes with integrated headrests. Both the rows have sufficient room
for leg, hip, shoulder and headroom. The ORVMs of the Hyundai Santro can be adjusted
internally. Front windows are powered while the rear ones are very general. To add luxury to the
driver's comfort, remote fuel lid opening and tail gate opening facility is provided.
Interior Measurements
The Hyundai Santro Xing is a 5 seater small family car. Both the cabins of the car provide
moderate room for comfort sitting. You can also put small luggage in its boot.
Engine Capacity & Performance
The Hyundai Santro Xing is powered by a 1.1 litre, 1086cc, 4 cylinder, SOHC, petrol
engine that offers maximum power of 63 Ps at 5000 rpm and belts out peak torque of 96 Nm at
3000 rpm. It is coupled with a five speed manual transmission. The powerplant of the car is
added with a number of power and fuel enhancing technologies. The Active Intelligence
Technology, powering the engine, comprises of three innovative systems that includes Rotary

26. Head Intelligent Valve Actuator, the Differentially Programmed Intelligent Injection and Real
Time Intelligent Ignition system.
The Rotary Head Intelligent Valve Actuator ensures sufficient fuel distribution to engine in
various driving requirements which results in better mileage and power. In the same way, the
Real Time Intelligent Ignition ensures perfect time to ignite the fuel and air mixture for higher
power, mileage and low emissions. In addition to this, the Differentially Programmed Intelligent
Injection intelligently provides accurate amount of required fuel to the mill for better mileage
and power. The Hyundai Santro Xing is also available in LPG variants and CNG kits.
Wheels
The popular small wonder of Hyundai Motor India, Hyundai Santro Xing is assembled with 13
inch wheels and pretty high profile tyres; the car has tubeless radial tyres as well. To give
extra beauty to the wheels, full wheel covers are offered with the Santro Xing.
Braking & Handling
The Hyundai Santro Xing comes loaded with sound braking and suspension system that helps
one to enjoy a comfortable and safe drive. The hatchback is fitted with front ventilated disc
brakes and rear one are self adjusting drum type. These smart brakes halt the car even when
gently pressed.
The Hyundai Santro Xing is also packed with rigid suspension system; the front forks are
McPherson Strut with coil spring while the rear suspension is torsion beam axle type with coil
spring. The suspension system ensures smooth driving and chassis stability.
Handling & Safety
The Hyundai's flagship car, Hyundai Santro Xing comes featured with class leading features that
ensure great handling and comfort. The features which help in better handling include smooth
power steering wheel, soft gear shift knob, wider wheelbase, front ventilated disc brakes,
aerodynamic design, etc.
The second largest car manufacturer in India introduced Hyundai Santro Xing with enough
safety features; the safety provision include new immobilizer, self locking door, central
locking, Day and night inside rear view mirror, front and rear seat belts, dual side impact beams,
child safety-rear door locks, energy absorbing steering column, etc.

27. The Marketing Mix
1.Product
2.Price
3.Place
4.Promotion
There you have it, the 4 marketing p's
So now lets get a bit more explanation of the 4 marketing p's :-

28. 1. Product - The product aspects of marketing deal with the specifications of the actual goods
or services, plus how it relates to the end users needs and wants. The range of a product normally
includes supporting elements such as warranties, guarantees, and support.
The term “product” refers to tangible, physical products as well as services. Here are some
examples of the product decisions to be made:
 Brand Name
 Functionality
 Styling
 Quality
 Safety
 Packaging
 Repairs and Support
 Warranty
 Accessories and services
 Models and sizes
2. Price -This refers to the process of setting a price for a product, together with discounts. The
price need not be monetary; it can plainly be what is exchanged for the product or services, e.g.
time, energy, or attention. Methods of setting prices optimally are in the domain of pricing art.
Some example of pricing decisions to be made include :
 Pricing strategy (skim, penetration, etc.)
 Suggested retail price
 Volume discounts and wholesale pricing
 Cash and early payment discounts
 Seasonal pricing
 Bundling
 Price flexibility
 Price discrimination
 Allowances and deals
 Discount structure
 Distribution and retailer mark-ups

29. 3. Place - (or distribution ): refers to how the product gets to the buyer; for instance, point-of-
sale assignment or retailing. This third P has furthermore at times been called Place, referring to
the channel by which a product or service is sold (e.g. online vs. retail), which geographic region
or industry, to which division (young adults, families, business citizens), etc. also referring to
how the surroundings in which the product is sold in can influence sales.
 Distribution channels
 Market coverage (inclusive, selective, or exclusive distribution)
 Specific channel members
 Inventory management
 Warehousing
 Distribution centers
 Order processing
 Transportation
 Reverse logistics
 Outlet location
 Sales territories
4. Promotion - This includes advertising, sales promotion, including promotional education,
publicity, and individual selling. Branding refers to the assorted strategies of promoting the
product, brand, or company.
 Promotional strategy (push, pull, etc)
 Advertising
 Personal selling & sales force
 Sales promotions
 Public relations & publicity
 Marketing communications budget
All the 4 marketing p's are also known as "the marketing mix" furthermore are frequently
used by a marketer to plot a plan, and place the foundations of fresh projects/campaigns, it is a
astonishingly useful strategy that has been used ever since the early 1960's, and will be constant
for as long as new-found projects/campaigns are being produced.

30. MARKETING STRATEGY OF MUL
Marutiwas the first company in India which studied the consumer demandand responded
to it well.
Market segmentation policy was adopted that targeted different type ofconsumers with
different type of models.
Maruti800targeted medium income group, while the deluxe modeltargeted rich income
group.
Marutivan targeted businessmen and doctors(ambulance)
The Gypsy targeted the paramilitary forces and the police.
This resulted in complete control of marutiover the market .
The company advertised its different products according to costumers.
A special cell was made to make direct dealing of Gypsy with thegovernment & the
army.

31. Current and Future Market Strategies
Design small cars suitable for the Indian conditions as a strategy to
beat the stiff competition with the entry of global auto makers.
Company would capitalise on Suzuki’s research and development capabilities and internal
resources to finance its expansion, thereby cushioning itself from the higher interest rates
and borrowing costs and become cost competitive.
Company’s plan to stay away from the ultra low-cost segment.
Maruti Suzuki is looking to make India an exclusive base to manufacture small cars for
Europe.
Design small cars suitable for the Indian conditions as a strategy to beat the stiff
competition with the entry of global auto makers.
Company would capitalise on Suzuki‟s research and development capabilities and
internal resources to finance its expansion, thereby cushioning itself from the higher
interest rates and borrowing costs and become cost competitive.
Company‟s plan to stay away from the ultra low-cost segment.
Maruti Suzuki is looking to make India an exclusive base to manufacture small cars for
Europe.

32. Competitive Advantage of MUL
 Dealer network across the country wide dealership network allows the company to
service customers over a wider geographical area than competitors. Currently, MUL has
500 sales outlets that cover 312 cities, as compared to 162 outlets of Hyundai Motors and
140 outlets of Tata Motors.
 True Value Operations MUL providing its customers an opportunity to resale their car to
MUL or exchange with a new Maruti car under its “True Value” network has proven
really beneficial. In FY07 True Value network touched 10000 units a month and more
than 90% of that resulted in the exchange of a new car.
 Presence across segments In a car manufacturing plant, the press shop, paint shop, engine
and transmission assembly, and machine shop are used for manufacturing different
models.
 Commonality of platforms-Commonality between the platforms of various models lead to
lower product development efforts and higher benefits of economies of scale, uses only
two platforms. Strong support in R & D and Product from parent -MUL‟s strength lies in
the strong parentage of SMC, Japan.
Maruti Suzuki‟s Key Success Factors
 Technology-Related KSF‟s
o 1. R&D facilities and Japanese collaboration.
o 2. Suzuki internationally known for Small cars.
o 3. Launch of World class quality cars like A-STAR and SPLASH
 Manufacturing-Related KSF‟s
o Designing cars best suited for Indian market.
o Cost leadership in the market due to efficient value chain and manufacturing plants.

33.  Distribution-Related KSF‟s
o The record sales performance was affected through the Company's vast dealership
network.
o Car sales outlet increased to 600 covering 393 cities.
o There are 265 „Maruti True Value‟ outlets spread across 166 cities, which are
engaged in the sale, purchase and exchange of pre-owned cars. „Maruti True
Value‟ is the largest organized pre-owned car sales network in India.
 Marketing-Related KSF‟s
o Full range of cars-from entry level Maruti 800 & Alto to stylish hatchback A-star, Swift,
Wagon R, Estill and sedans DZire, SX4 and Sports Utility vehicle GrandVitara.
o Communication through advertisement is totally to the need of Indian culture
o Pan-India service network.
 Skills and Capability-The service network had a total of 2,628 service outlets including
dealer workshop as well as Maruti Authorized Service Stations, covering 1220 cities.

34. 1. Industry Rivalry
 High Fixed costs When total costs are mostly fixed costs, the firm must produce capacity
to attain the lowest unit costs. Since the firm must sell this large quantity of product, high
levels of production lead to a fight for market share and results in increased rivalry. The
industry is typically capital intensive and thus involves high fixed costs.

35.  Slow market growth In growing market, firms can improve their economies. Though the
market growth has been impressive in the last few years (about 8 to 15%), it takes a beat
in even slight economic disturbances as it involves a luxury good. Aggressive pricing is
needed to sustain growth in such situations.
 Low switching costs Free switching between products makes it difficult for the
companies to capture customers. Since, the purchase of the product involves a good
amount of decision making.
2. Threat of substitutes
 Increasing Two wheelers/Motor Cycle Market, Because of rising fuel prices.
 Public Transportation.( Local trains, Metros, Buses)

Maruti„s Advantage Price performance comparison favours heavily towards Maruti in most
product categories. Also the high availability and quality of services offered by Maruti gives the
customer a better trade-off.
3.Buyer Power
 When buyer power is strong, the buyer is the one who sets the price in the market.For
Maruti , the sales volumes have shown increasing trend over past so many years.
 Difficult to measure since repurchases are rare.
 Buyers get incentives in the form of cost discounts and better after sales services.

36. 4. Supplier Power
Critical General
Components and Components and
Few Suppliers. various Suppliers.
High Supplier Power Low Supplier Power
 Steel is a major input in this industry and so steel prices have a sharp and immediate
impact on the product price.
 Substitute inputs are restricted to non critical or additional components like electronic
gadgets and interior design components.
 The industry being capital intensive switching costs of suppliers Is high, other than steel
as raw material which is highly price sensitive and the firm may easily move towards a
supplier with lower cost.

37. 5. Barriers to Entry / Threat of Entry
 Government policies
o Encouragement of competition by the new policies and to avoid monopolistic Activities.
o Liberal policies for foreign brands to enter into India.
 Patents and Proprietary knowledge
o Maruti‟s R&D capability has evolved. Its contribution to global design projects has been
recognized, first with the Swift and now the Concept A-Star. Let us do more. Further,
Maruti Suzuki has been rated first in customer satisfaction for eight years in a row. The
same applies to the dealer practices, supply chain, quality processes, information
technology, parts operations and so on.
 Economies of scale
o Economies of scale are becoming increasingly important as competition is driving the
profit margins to lower levels. Also being a capital-intensive industry economies of scale
have important consequences.

38. Marketing Strategy of Hyundai
Entered in Indian car market through its subsidiary HMIL in 1996.
Before making its move, the company-‡
Closely studied the industry for an year.
Talked to vendors, dealers and customers to get a thorough knowledge of the industry.
Conducted a survey, where customers were asked to rank their preference for cars by the
country of origin.
HMC initially wanted to introduce Accent as its first car in India. However they ended up
launching Santro as the first car.
May26, 1996 HMC established its plant in Tamil Nadu , near Chennai @ 614Mn. Plant had a
capacity of producing 1.2 lakh cars and 1.3 lakh engine trans. units PA.
HMC s foray into Indian car market was unique in 2 ways:
HMC set up its wholly owned subsidiary, HMIL.
First foreign car manufacturer to establish a manufacturing unit .
Factors contributing to Hyundai success in India: ‡
Close study of Indian market. ‡
Company officials carried a complete market research. ‡
They talked to vendors, dealers and customers. ‡
Detailed surveys were carried.
The company analyzed the Indian customers and their demands. ‡
Launched Santro instead of Accent. ‡
Technologically superior products. ‡
Innovative marketing strategies.

39. Marketing Mix of Hyundai
Product ‡
 Launched their first B-Segment Car SANTRO.
 This was a newly designed product for Indian Market. ‡
 It had much better features than its competitor car had i.e. ZEN from MUL. ‡
 Special Features were added like AC, Heater, Power steering, Power Windows, and
Central Locking.
 In Oct 1999, They launched ³ACCENT´ targeting the Segment category. ‡
 Accent had technology and Luxury Of Japanese Mitsubishi Lancer. ‡
 Accent was launched in both Petrol and Diesel Versions.
 It rapidly became 3rd in terms of Market Share.
 Later In 2002 they launched ³Sonata´ for D-Segment category. ‡
 In May 2003 due to increase in competition and Price wars they came up with a
Improved version of Santro known as ³Santro Xing´. ‡
 In April 15,2004 they launched ³Elantra´ so as to make the D-Segment more accessible. ‡
 In Mid 2004 HMIL became the second largest company with its 4 models Santro, Accent,
Elantra, Sonata with 19% Market Share. ‡
 Finally They Launched Getz in 2004,for Upper B-Segment so that counter the
competition imposed by Wagon-R. ‡
 And Then Now They have come up with ³i-10 and i-20 and Hyundai Accent Executive´

40. Price
 They launched Santro at Rs 2,89,000 much below Zen which was priced at Rs.3,45,000.
‡
 They had kept there pricing Based on Customer Value Perception. ‡
 Accent was priced at Rs. 5,35,000 much below what Lancer was Priced at Rs.7,80,000
targeting C-Segment. ‡
 They launched Accent CRDi at Rs. 7,25,000 much below any one would have expected.
‡
 Experts commented ³CRDi technology is a Leap not a Step´. ‡
 They launched Sonata at Rs.16,00,000 which was again priced below Honda Accord
which was priced at Rs. 17,00,000.
 Launched ³Elantra´ at Rs.8,69,000 so as to fill up the gap between C and D Segment. ‡
 It also competed in terms of Value for Money with Toyota Coralla , Skoda Octavia, And
Optra. ‡
 They launched Getz at a price of Rs.4,30,000 so as to have a car between Santro and
Accent targeting Upper B-Segment.
Place
 They had chosen India for a Number of reasons:
 The Indian Economy liberalized and Indian Government De-Licensed the automobile
Industry.
 India had a huge growth potential.
 Rural Market was Untapped.
 There was only one player in the market MUL which had cars for B-Segment. ‡
 Therefore on May 26,1996 they opened there plant in Irrungattukottai Near Chennai at a
cost of 614 million dollars. ‡

41.  It had a capacity to produce 1,20,000 cars and 1,30,000 engine transmission.
 It got the first mover advantage as it became the first foreign company to set up its
Manufacturing Unit in India.
 Cost of labour is also low in India.
 Low Manufacturing Cost.
 Selected Dealers who could react fast to changing market needs.
 In Mid-2003 HMIL decided to Tap Rural Market.
 They had less capacity of production in India as compared to MUL.
Promotion
 Since it was a new Brand they emphasized more on Promotion ‡
 Santro promotion was handled by ³Saatchi & Saatchi´ ‡
 Santro was Promoted in 4 phases as explained by the videos. ‡
 It was a campaign that used Humor to remove ignorance about Hyundai. ‡
 They also launched a ³New Customer Satisfaction Campaign´ ‡
 Promotion of Accent was done more by Print Media than on Television. ‡
 Accent was positioned with a baseline ³The Next Step´.
 Accent Promotion was handled by ³Grey Worldwide India´ ‡
 They used film celebrity again like Preety Zinta and ShahRukh Khan for promotion of
the new version of Santro Xing ³The Sunshine Car´. ‡
 They conducted Various RoadShows in Rural Market to promote Santro. ‡

42.  Accent Advertsiment showed a Young man driving Accent CRDi. ‡
 In order to promote there brand more they tied up with PNB for financing of there cars.

43. Objective of the
study

44. Objective of the study
To find the customer awareness of our brand in our target market.
To find out market share of both the companies.
To assess the level of satisfaction of customer for both the brand.
To study the market promotion strategies of both the brand

45. RESEARCH
METHODOLOGY
a) Research Concepts
b) Opted methodology

46. RESEARCH CONCEPTS
RESEARCH
Research in common parlance refers to a search for knowledge. One can also define
research as a scientific and systematic search for pertinent information on a specific topic. Thus
we can take research as an art of scientific investigation. The purpose of research is to discover
answers to questions through the application of scientific procedures. The main aim of research
is to find out the truth which is hidden and which has not been discovered as yet.
Different basic types of research are:
(i) Descriptive vs. Analytical: Descriptive research includes surveys and fact finding
enquiries of different kinds. In Analytical research, on the other hand, the researcher has to
use the facts or information already available, and analyze these to make a critical
evaluation of the material.
(ii) Applied vs. Fundamental: Applied research aims at finding a solution for an immediate
problem facing a society or an industrial / business organization, whereas fundamental
research is mainly concerned with generalizations and with the formulation of a theory.
(iii) Quantitative vs. Qualitative: Quantitative research is based on the measurement of
quantity or amount. It is applicable to the phenomenon that can be expressed in terms of
quantity. Qualitative research, on the other hand is concerned with qualitative phenomenon
i.e., phenomenon relating to or involving quality or kind.
(iv) Conceptual vs. Empirical: Conceptual research is related to some abstract ideas or theory.
It is used by philosophers and thinkers to develop new concepts or to reinterpret existing
ones. While, Empirical research relies on experience or observation, often without due
regard for system and theory.

47. Significance of Research
The role of research in several fields of applied economics, whether related to business or to
the economy as a whole, has greatly increased in modern times. Research provides the basis
for all government policies in our economic system. It has its special significance in solving
various operational and planning problems of business and industry. It is equally important
for social scientists in studying social relationships and in seeking answers to various social
problems.
Research Methodology
Research methodology is a way to systematically solve the research problem. It can be
taken as a science of studying how research is done scientifically. It not only includes research
methods but also considers the logic behind the methods we use in the context of our research
study and also explain why we are using a particular method or technique, so that research
results are capable of being evaluated either by the researcher himself or by others.
Further it is equally important to select an appropriate method for a particular research as to
develop new methods. There is also a need to understand the assumptions underlying various
techniques and also to know the criteria by which it is to decide that certain techniques and
procedures will be applicable to certain problems and others will not.
Also the term research and scientific methods are closely related. The scientific methods
attempts to achieve a systematic interrelation of facts by experimentation, observation, logical
arguments from accepted postulates and a combination of these three in varying proportions. In
scientific method, logic aids in formulating propositions explicitly and accurately so that their
possible alternatives become clear.

48. Research Process
Research process consists of series of actions or steps necessary to effectively carry out research
and the desired sequencing of these steps. The following order concerning various steps provides
a useful procedural guideline regarding the research process:
Formulating the research problem,
Extensive literature survey,
Developing the hypothesis,
Preparing the research design,
Determining the sample design,
Collecting the data,
Execution the project,
Analysis of data,
Hypothesis testing,
Generalizations and interpretations, and
Preparation of the report.
Sampling
A researcher must have to decide the way of selecting a sample or popularly known as design.
Samples may be either probability samples or non-probability samples. With probability samples
each elements has a known probability of being included in the sample but the non-probability
samples do not allow the researcher to determine this probability.

49. Probability samples are those based on simple random sampling, systematic sampling, stratified
sampling, cluster / area sampling whereas non-probability samples are those based on
convenience sampling, judgment sampling and quota sampling techniques. These are described
as:
Deliberate sampling: This sampling method involves purposive or deliberate selection of
particular units of the universe for constituting a sample which represents the universe.
Simple Random sampling: In this type of sampling each & every item in the population has an
equal chance of inclusion in the sample and each one of the possible samples, if finite universe,
has the same probability of being selected.
Systematic Sampling: An element of randomness is usually introduced into this kind of
sampling by using random numbers to pick up the unit with which to start.
Stratified Sampling: In this technique the population is stratifies into number of non-
overlapping sub populations or strata and sample items are selected from each stratum.
Quota Sampling: To avoid high cost of taking samples from individual strata, interviewers are
simply given quota to be filled from different strata, the actual selection of items for sample
being left to the interviewer‟s judgment.
Cluster / Area Sampling: Cluster sampling involves grouping the population and then selecting
the groups or the clusters rather than individual elements for inclusion in the sample. Area
sampling is similar to cluster sampling and is often talked about when the total geographical area
of interest happens to be big one.
Multi-stage sampling: Under this technique the first stage may be to select large primary
sampling units such as states, then districts, then towns, and finally certain families with in the
towns. This technique is meant for big enquiries extending to a large geographical area.
Sequential Sampling: In this complex sample design the ultimate size of the sample is not fixed
in advance but is determined according to mathematical decisions on the basis of information
yielded as survey progresses. It is usually adopted under acceptance sampling in the context of
statistical quality control.

50. OPTED METHODOLOGY
A research design specified the procedure & method for conducting and controlling the
research project. It is the specification of methods and procedure for acquisition of the
information needed. It is the overall pattern or framework of the project that stipulates what
information is to be collected from which sources by what procedure. Generally a research
design is a blue print of the research. The research study must explicitly state its plan about
collection and analysis of the data.
RESEARCH DESIGN: - The type of my study is Descriptive, as the needs of employee
towards training is not an apparent phenomenon, that‟s why it is required to study it in depth and
explore the different parameters for needs of training.
SAMPLING is the act, process, or technique of selecting a suitable or representative part of
population for the purpose of determining parameter or characters or the whole population. I
have used Simple Random Sampling for this research.
Data Collection: - Primary & Secondary Data.
1. Primary Data:- It is collected through a structured questionnaire having questions on
various aspects of training. It is based on the objectives set for the study.
2. Secondary Data: - It is collected from Magazines, Books and Websites of company.
Sample Size: - Though I have proposed to have a size of 100 who had cooperated and
supported me in filling my questionnaire and thereby provides me the data.
Sample Domain: -Bareilly.

51. Data
Interpretation &
Analysis

52. 1. What is the First thing, which comes into your mind when you think about
Santro and Zen?
Data Received
Answer Value %age
Small car 50 50
Affordable 30 30
Mileage, Average 20 20
And Fuel Economy
value
20 small car
50
affordable
30
Mileage, Average And Fuel
Economy
Out of 100 as shown in data when the people listen about santro and zen the first think
,which comes in their mind that is small car (50%) then affordable (30%) in the end Mileage,
Average And Fuel Economy (20%).

53. 2. What do you find most important when buying a car?
Data received
Answer Value %age
Brand 25 25
Quality 20 20
Maintenance cost 10 10
service 25 25
Guarantee 20 20
value
20 25
brand
quality
25 maintenance cost
20
service
10
guarantee
In the table we can see that when the people buy a car a lot of things they saw in
a car as brand, quality, maintenance cost, service and guarantee.
As shown in table we can see 25% people think about brand 20% think about
quality 10 about maintenance cost 25 about services and last 20 about guarantee.

54. 3. Which brands of small cars would you prefer as of today?
Data received
Answer value %age
Santro 50 50
Zen 50 50
value
100%
80%
60%
value
40%
20%
0%
santro zen
As a small car people prefer both santro and zen because both are small car of
Hyundai and maruti.
As shown in table 50% people think about santro and last 50% people think about
zen as a small car.

55. 4. Instead of purchasing a Zen, will you prefer to go for the Santro?
Data received
answer value %age
yes 40 40
no 60 60
value
40
yes
60
no
As shown in table we can see there is 60% people don‟t want to change their zen
car but 40% people who want to change their car instead of zen and want to purchase
santro.

56. 5. Which feature of Zen attracts you most, that inspires you to go for Zen?
Data received
answer value %age
colour 25 25
design 75 75
value
25
colour
75 design
25% people attract with colour but there is a 75 % who are attracted with its design.
So we can see here that 75% people think that its design that inspires them to go for
Zen

57. 6. Which colour of Santro would you prefer?
Data received
answer value %age
Blue 10 10
Red 15 15
White 55 55
black 20 20
value
60
40
20
value
0
blue value
red
white
black
As shown in table 10% people like blue colour, 15% people like red colour, 55%
people like white colour and 20% like black colour in santro car.
So here most of the people which want to purchase a white santro.

58. 7. For what purpose would you like to use Santro?
Data received
Answer Value %age
Personal use 60 60
Office use 30 30
others 10 10
value
60
40
20
value
0
value
personal use
office use
others
60% people uses santro for their personal use and 30% uses for office use and less
10% for other uses.
As shown in table we can see most of the people uses santro for their personal use .

59. 8. Do you think Zen is people's car?
Data received
answer value %age
yes 85 85
no 15 15
value
15
yes
no
85
As shown in table we can see out of 100 people 85 % people think that zen is
peoples car.
Brand, Quality, Maintenance cost, Service and Guarantee they get everything in zen .

60. 8. Will you recommend Santro to your friends and relatives?
Data received
answer value %age
yes 75 75
no 25 25
value
25
yes
no
75
Out of 100 75 % people think that they recommend santro to their friends and
relatives. less 25% against that.
As shown in table most of the people want to recommend santro to their friends
and relatives.

61. 10. Which kind of adv. attracted you to Santro and Zen?
Data received
answer value %age
newspaper 20 20
television 45 45
magazine 25 25
internet 10 10
value
10 20
25 newspaper
television
magazine
45 internet
As shown in table most of the people attracted with television advertising after that
magazine .
We can see 20% attracted with newspaper 45% attracted with television 25 %
attracted with magazine and last 10% with internet.

62. Findings

63. Findings
1) Out of 100 as shown in data when the people listen about santro and zen the first think
,which comes in their mind that is small car (50%) then affordable (30%) in the end
Mileage, Average And Fuel Economy (20%).
2) In the table we can see that when the people buy a car a lot of things they saw in a car as
brand, quality, maintenance cost, service and guarantee.
As shown in table we can see 25% people think about brand 20% think about quality 10
about maintenance cost 25 about services and last 20 about guarantee
3) As a small car people prefer both santro and zen because both are small car of Hyundai
and maruti.
As shown in table 50% people think about santro and last 50% people think about zen as
a small car.
4) As shown in table we can see there is 60% people don‟t want to change their zen car but
40% people who want to change their car instead of zen and want to purchase santro.
5) 25% people attract with colour but there is a 75 % who are attracted with its design.
So we can see here that 75% people think that its design that inspires them to go for Zen.
6) As shown in table 10% people like blue colour, 15% people like red colour, 55% people
like white colour and 20% like black colour in santro car.
So here most of the people which want to purchase a white santro.
7) 60% people uses santro for their personal use and 30% uses for office use and less 10%
for other uses.
As shown in table we can see most of the people uses santro for their personal use .
8) As shown in table we can see out of 100 people 85 % people think that zen is peoples
car.
Brand, Quality, Maintenance cost, Service and Guarantee they get everything in zen.

64. 9) Out of 100 75 % people think that they recommend santro to their friends and relatives.
less 25% against that.
As shown in table most of the people want to recommend santro to their friends and
relatives.
10) As shown in table most of the people attracted with television advertising after that
magazine .
We can see 20% attracted with newspaper 45% attracted with television 25 % attracted
with magazine and last 10% with internet.

65. Limitations

66. LIMITATIONS
1. Employees were not available at a common time as they are working in different
shifts. I was not in a position to approach employees working in the night shift.
2. There were some problems in collecting primary data; the employees were hesitating
in giving their personal information and time.
3. To some extent employees were not aware about the concept of organizational
climate.
4. Some of the employees were not interested in filling the questionnaire.
5. Some of the old employees were not want to expose the real image of the
organization.
6. Some of the employees were not permitted by their seniors to fill the questionnaire.
7. Some of the employees were not able to give the answers because of lack of proper
knowledge and other activities in the organization.
8. Employees were taking much time to agree for filling the questionnaire.

67. Conclusion

68. Conclusion
The plus points of Zen are the latest technological interventions, build quality, maneuverability,
and comfort ability just like its elder cousin‟s i10 and Santro. Santro is still taller than Zen but
Zen is wider than Santro. All you are getting is a car of your dreams at an unbeatable price.
there is a huge price difference between the two cars, add to this the more refined K10 engine in
the Alto which further makes the need to bridge the gap difficult, but I will still go ahead and
recommend the Zen and here are the reasons why
Trust – Both Hyundai and Maruti are very good. As a matter of fact, Hyundai as a company
today is the worlds 5th largest car manufacturer. I don‟t see a problem there.
Both Offer good mileage – ARAI for Alto is close to 18and for Zen its 21.1, however, real life
mileage would definitely be much lower, you can safely discount the ARAI figures by a min 30-
35 % - Eon has slight edge, but both equally matched
Resale after 5 years – One big trend in car industry is, that cars are becoming more good
looking/stylish and getting loaded with features, for example who would have thought of Airbags
in a small hatch. At the time of resale these would be important factors of consideration
definitely post 4-5 yrs -

69. Bibliography

70. Bibliography
Philip Kotler -: Marketing Management
Kothari C.R. -: Research Methodology
New age international publishers , 2007
http://www.google .com

71. Questionnaire Of Santro And Zen
This questionnaire is prepared to study the project titled “A Comparative Study of Marketing
Strategy of Santro and Zen.” (A case of Bareilly City).Your options and suggestions shall be
kept confidential and will be used for academic purpose only.
Name: __________________________________________
Location: ________________________________________
1. What is the first thing, which comes into your mind when you think
about Santro and Zen?
Small car.
Affordable
Mileage, Average And Fuel Economy
2. What do you find most important when buying a car?
Brand
Quality
Maintenance cost
Service
Guarantee
3. Which brands of small cars would you prefer as of today?
Santro
Zen.
4. Instead of purchasing a Zen, will you prefer to go for the Santro?
Yes
No

72. 5. Which feature of Zen attracts you most, that inspires you to go for
Santro?
Colour
Design
6. Which colour of Santro would you prefer?
Blue.
Red
White
Black
7. For what purpose would you like to use Santro?
Personal use
Office use
Others
8. Do you think Zen is people's car?
Yes
No
9. Will you recommend Santro to your friends and relatives?
Yes
No
10. Which kind of adv. attracted you to Santro and Zen?
Newspaper
television
magazine
internet