A

Project Report
on
“To Study Sales & Marketing at Maruti Suzuki NEXA,
Jalgaon”

Submitted to
Kavayitri Bahinabai Chaudhari North Maharashtra University

Jalgaon
In Partial Fulfilment of the Requirement for the Award of the
Degree of Master in Business Administration

Guided by Submitted by
Prof. Rohit Salunkhe Bhavesh Prakash Kasare
MBA [Marketing]

G. H. RAISONI INSTITUTE OF ENGINEERING & BUSINESS

MANAGEMENT, JALGAON
 Student’s Declaration

I hereby declare that the Summer Internship Project Report

titled “TO STUDY SALES & MARKETING AT MARUTI SUZUKI
NEXA” in (Manraj Automobiles Pvt Ltd NEXA) is a result of my own work and
my indebtedness to other work publications, references, if any, have been duly
acknowledged. If I am found guilty of copying from any other report or published
information and showing as my original work, or extending plagiarism limit, I
understand that I shall be liable and punishable by the university, which may
include ‘Fail’ in examination or any other punishment that university may decide.

Enrollment no. Name Signature

22G0005MBAP1184 BHAVESH PRAKASH KASARE

Date: BHAVESH PRAKASH KASARE

Place: Jalgaon MBA (Marketing)

 G. H. Raisoni Institute of Engineering & Business
Management Jalgaon
An Autonomous Institute Affiliated to Kavayitri Bahinabai Chaudhari North Maharashtra
University
“A” Grade NAAC Accredited

Date:
This is to certify that Mr. BHAVESH PRAKASH KASARE is a student of MBA final year

(Maketing) of G. H. Raisoni Institute of Business Management, Jalgaon. He / She has carried out

the research work as per the following details

Project Title: TO STUDY SALES & MARKETING AT MARUTI SUZUKI NEXA,

Name of Company: MANRAJ AUTOMOBILES PVT LTD NEXA

Date: From 16/08/2023 To 16/10/2023

This research work has been carried out under my supervision and is of sufficiently high
standard to warrant its presentation for the examination leading to the Degree of Master of
Business Administration of Kavayitri Bahinabai Chaudhari North Maharashtra University,
Jalgaon. . I also certify further, that to the best of my knowledge the work reported
herein does not form part of any other project report or dissertation on the basis
of which a degree or award was conferred on an earlier occasion on this or any
other candidate. I have also checked the plagiarism extent of this report
which is ……… % and it is below the prescribed limit of 30%. The separate
plagiarism report in the form of html /pdf file is enclosed with this.

Prof. Rohit Salunkhe Prof. Dr. Preeti Agarwal

Project guide Director

External Examiner 1 External Examine 2

 ACKNOWLEDGEMENT

The project would never have been a without the encouragement, guidance and motivations of the
mainly selfless souls. There are also some persons to whom I am and will always be grateful to
First of all I would like to thank almighty God who has given me the opportunity to express my
sincere gratitude to the Teachers, Guide, family members and other important persons who have
guided and inspired me in completing in project report particularly and my MBA course as a whole.
Secondly, I would like to express my thanks and due gratitude to my Guide Prof Tanmay Bhale
and Rohit Salunkhe G.H. Raisoni College, Jalgaon for his king initiative, guidance and valuable
suggestions to prepare the Project Report.
I also expressed my profound sense of gratitude to Avinash Chaudhari (HR-Manager) of NEXA
Manraj Automobile Pvt. Ltd., who provides me all the necessary and relevant information’s, full
co-operation valuable support and guidance.
My last but not the least thanks goes to my friends and everyone who directly help me to complete
this report.

BHVESH PRAKASH KASARE

MBA (Marketing)
 INDEX

Sr. No. Name of the Chapter Page no.

1 Introduction 1

2 Company /Organization Profile 4

3 Review of Literature 17

4 Objectives and Research Methodology 21-52

6 Data Analysis and Interpretation 55

7 Finding of Study 62

8 Suggestions and Conclusion 64-66

9 Bibliography / References 69

10 Annexure 71
INTRODUCTION

1
 INTRODUCTION

 Sales Promotion is one of the seven aspects of the promotional mix. (The other six parts
of the promotional
mix are advertising, personal selling, direct marketing, publicity/public relation,
corporate image and exhibitions.)Media and non-media marketing communication are
employed for a pre-determined, limited time to increase consumer demand, stimulate
market demand or improve product availability. Examples include contests, coupons,
freebies, loss leaders, point of purchase displays, premiums, prizes, product samples, and
rebates.

 Sales promotions can be directed at either the customer, sales staff, or distribution
channel members (such as retailers).

 Sales promotions targeted at the consumer are called

 Consumer sales promotions. Sales promotions targeted at retailers and wholesale are
called

 Trade sales promotions. Some sale promotions, particularly ones with unusual methods,
are considered gimmicks by many.

 Sales promotion includes several communications activities that attempt to provide added
value or incentives to consumers, wholesalers, retailers, or other organizational customers
to stimulate immediate sales. These efforts can attempt to stimulate product interest, trial,
or purchase. Examples of devices used in sales promotion include coupons, samples,
premiums, point-of-purchase (POP) displays, contests, rebates, and sweepstakes.

 This project report is a detailed and comprehensive report based on a systematic process
carried out on designing, collection, interpretation and reporting of information to help
marketers solve specific sales and marketing related problems or take advantage of
immerging opportunity in immerging market. These specific information collected during
the survey address a key marketing issue. [2]

2
 INTRODUCTION ABOUT MANRAJ AUTOMOBILES PVT. LTD. NEXA

MANRAJ AUTOMOBILES Private Limited NEXA operates as a car

dealer under the well know brand MARUTI SUZUKI. The Company provides new
and used passenger cars, as well as offers parts distribution, repair, maintenance, and
finance services. Manraj Automobiles serves customer in India. It is a private limited
company incorporate under companies Act, 1956. The journey as NEXA the New
Exclusive Automobile Experience in mid of 2016. Which is first in class automobile
showroom in Jagaon which Manraj Automobiles started in July 2016. Till date the
company has fully extended its ramifications and penetrated in its workings and has
achieved a good, related diversification in the automobile industry. The company is
formed under the ownership of Mr. Ishwarlalaji Jain (Ex Member of Parliament),
Mr. Ashok Bedmutha (Managing Director) who is in this automobile industry from
past 20 years and build name of MANRAJ Automobiles in the Jalgaon City,in his
guidance NEXA Ajanta road showroom is deriving the road. Mr. Parag Bedmutha
(CEO) and Mr. Girish Patil (Showroom Manager).

The journey of NEXA flourish with all the 3 years with most
prestigious award of NEXA is ALPHA dealership consecutive from last 3 years, it has
achieved an and has maintained its quality in sales and service throughout till the date.
Maruti Suzuki currently sells Fronx, Baleno, Grand Vitara, XL6, Ciaz, Ignis and Jimny
through NEXA outlet. S-Cross was the first car to be sold through NEXA outlet. The
company recently chieved a milestone of selling 1.5 million cars from over 350
dealerships across the country and third largest automobile retails channel of India.

3
Company
Profile

4
 COMPANY PROFILE

 “NEXA”- They say that ‘Rome was not built in a day,’ and quite rightly so. To build
something endurable, one has to invest considerable amount of time, thought and money.
A similar story went into the making of Maruti Suzuki Nexa, the brand’s premium
dealership in India.
 Maruti Suzuki is the most loved car brand of India for its great value, fuel efficiency and
huge service network. As per reports, the brand controls over 45% of the Indian car
market with its small cars. Some of its popular products involve Maruti 800, Zen, Swift,
Dzire, Alto and Van (Omni).

 However, over the years, the brand has not been able to foray into the premium car
segment despite repeated attempts with products such as Kizashi and Vitara.

 Some of the reasons for this failure are attributed to reasons like Maruti Suzuki being
known as affordable, fuel efficient and great value providing car brand. Secondly, it has
not been positioned as high-end brand, and hence so people ask – Why should I pay such
a high price for a Maruti Car?

 However, lately, Maruti Suzuki has returned with a fresh attempt to enter the high-end car
segment with the launch of first of its kind premium retail network – Nexa. In recent
times, Nexa is one of the biggest bets from the Maruti Suzuki in the Indian market.

5
Indian Market Player in Automobiles

6
Milestone Of Development

7
Board of Director

8
As a responsible corporate citizen, Maruti Suzuki India Limited ('Maruti' or "the Company") has
always believed in following highest standards of Corporate Governance. Being a listed
Company, every act of the Company, its Board Members and its employees is the focus of public
attention and accordingly, there is a need to reinforce Maruti's commitment towards maintaining
highest standards of Corporate Governance. This Code of Business Conduct and Ethics ("Code
of Conduct" or "Code") helps ensure compliance with our standards of business conduct & ethics
and also with regulatory requirements. All Senior Management Personnel are expected to read
and understand this Code of Business Conduct and Ethics, uphold these standards in day-to-day
activities and also comply with all applicable standards, policies and procedures of the company.
This policy should be read in conjunction with applicable regulations & existing policies &
procedures of the Company. You can also contact the Secretarial & Legal Department if you
have any questions or clarifications.

9
• What is Nexa?

Nexa is a retail network from Maruti Suzuki that caters the high-end consumers who have
gone beyond their first cars and are now looking for an experience. It offers a high level
of sophistication and is based on the principles of exclusivity, pampering and listening to
the consumer.

But creating Nexa was a mammoth task for both the brand and Hakuhodo India team, the
agency entrusted with the responsibility of creating Nexa. On to the drawing board, the
agency had to revisit the entire journey of customer’s experience while buying a Maruti.

Elvis Sequeira, COO, Hakuhodo India, shares that they aimed at creating a different
mindset and imagery for Maruti. “Nexa is for a well travelled consumer who is digitally
savvy, updated and seeks a world class experience while buying a car. After research, we
found that the Maruti’s popular retail channel is not equipped for it and hence a separate
channel was needed,” adds Sequeira. S Cross was the first car launched at Nexa and was
followed by Ciaz Hybrid and Baleno Hatchback. Sequeira points that the cars sold from
Nexa will not be sold at the popular Maruti dealerships.

As Maruti Suzuki is a pan India brand, Nexa needed to have a similar presence. The
thought posed several questions for the stakeholders as Nexa wasn’t meant cannibalize
Maruti’s existing small car market and it shouldn’t disturb the dealer-brand relationship.

Sequeira pointed that Nexa’s idea got a great response from both brand and agency. “We
had to get it completely right because if we did not, then it would have hampered the
brand’s image, which it had created after years of great services,” shared Sequeira.

“The biggest problem in designing Nexa was that it could not just be better than an
existing model. It had to be completely different, something that was never thought and
done before,” elucidated Sequeira.

10
The Hospitality Factor

After a research, it was established that consumers (while buying cars) missed on
hospitality. Hence, the concept of Nexa was derived from the hospitality, banking and
aviation industries, which knew well about one-on-one interaction with the consumers.
“For Nexa, we roped in people from banking, aviation and hotel industries as they knew
hospitality nuances. Later, we trained them in selling cars,” shared Sequeira.

With product at the center and hospitality surrounding it, the designing teams were clear
that the Nexa representatives will have to partner consumer throughout the lifetime of the
car. “Consumer should know his relationship manager and vice versa,” shared Sequeira.

The design team thought of consumer from the time he thinks of the car, visits the facility
and purchases it. Hakuhodo India focused on 19 different aspects in this journey.

Nexa from Inside

It begins with the Valet Parking offered to every visitor. “Consumer mostly visits a car
showroom with his family. While the entire family gets down, one of them is left to drive
and park the car in the usual scenario. At Nexa, we save this trouble,” shared Sequeira.

The agency trained people on how to greet consumers when they enter. It designed the
area where they will sit, how they will see the car and what drink will be served, how the
relationship manager will begin the discussion, and a private space to discuss the
financial things.

“In our research, we found that the to and fro movement of the backend staff clutters the
showroom, so we kept them

Away at Nexa. We designed the dresses of the staff at Nexa according to the ranks. While
the theme of the dress was same, but there was a slight difference in the shades. At Nexa,
no staff is allowed to be in casual. We had to manage the supply of cloth and design. It
was a difficult task,” shared Sequeira. Interestingly, unlike the other popular showrooms,
the design team decided to keep only one car per model. “We

Designed the technology to show the consumer on how different color looks on the car,”
shared Sequeira.
While technology was at the centre in designing Nexa, the design teams worked towards
a paperless outlet. The idea was to provide information around the market and the car on
digital platform.

11
A Hakuhodo team from Japan helped in setting the lighting in the showrooms right.
Instead of using the flat light, they focused the spotlight on the car using professional
light to give a majestic look to the car.

In usual situations, the car is delivered outside the showroom but at Nexa the design
teams in association with Japanese Hakuhodo team, decided to do it inside the showroom
as they wanted other customers to get the feel of it. “Some of the points that were
discussed and raised while designing the delivery were about emissions, space, oil stains,
health effect on the staff and heat measure. We installed filters that sucked Carbon
Monoxide, managed the cooling systems and employed other measures to ensure that the
car could be delivered inside Nexa,” shared Sequeira.

The teams also designed a protocol to escort a consumer with least inconvenience to the
nearest Nexa if he lands up in a popular Maruti dealership for purchasing a car that was
sold at Nexa.

And finally, the theme of the outlet was kept black and white prestige monochrome. The
idea was that the only spot of colour in the showroom should be the vehicles displayed in
its full glory.

Overall, the Nexa experience has been designed to be less intrusive, less red-tape, less
paperwork than what is absolutely mandatory. It has been designed to answer customer’s
questions and not push information through. “We understand our customers want a
seamless experience across web, call centre, showroom and service centre. He wants to
be able to define how, when and where he interacts with NEXA. He is slowly rejecting a
colourful 24 pager for an e- brochure and is very protective of how much information he
wants to share with a brand. Today, a customer asks, ‘why do you want to know my
address and full history when I have come just for an enquiry?” shares Sequeira.

The first Nexa prototype was created in Delhi and the brand was very careful about not
revealing on it before the launch.

12
 COMPANY POLICIES

 Quality policy:
Consumer satisfaction through continuous improvement of our products and services by
following PDCA in all functions and levels of our organization

 Environmental policies:
In order to pass on to the next generation a clean environment and a bountiful society, we realize
that the actions of each and every one of us have a great effect on our earth’s future, so we must
make every effort to preserve our environment and as such Maruti Suzuki India Limited,
manufacturer of passenger cars and utility vehicles at its plants in Gurgaon &Manesar and R & D
Centre in Rohtak is committed to:

 Protection of environment including prevention of pollution, sustainable use of natural

resources and climate change mitigation from our activities, products and services.
 Maintain and continually improve Environmental Management System to enhance
environmental performance.
 Strictly observe environmental laws and also follow our own standards.
 Working collaboratively with our customers, suppliers and the surrounding community
for environmental issues.

We will work to achieve these commitments by:

 Continual improvement of the environmental performance of activities, services and

products to prevent pollution.
 Continual reduction in the use of raw materials, consumables and water by practicing 3R
to ensure sustainable use of natural resources.
 Continual reduction in the use of energy to mitigate climate change.
 Promote environmental communication, awareness and specific environmental training
where ever appropriate to all persons working under MSIL control

13
  Occupational Health and Safety policy:
At Maruti Suzuki, we are committed to ensure a safe and a healthy working environment for all
MSIL employees, visitors, contractors, vendors and persons present by preventing work related
injuries and illness. To meet our responsibilities, we shall maintain a safe working environment
and have an Occupational Health and Safety Management System (OHSMS) in place to:

 Manage Risks – We identify all workplace hazards, undertaking assessments, internal

and external audits as well as all the necessary actions to prevent and control injury, ill-
health, loss or damage. This is achieved by following safe work practices in operations as
well as during the procurement of a new plant, machinery and equipment.
 Comply with legal and other obligations—We ensure that business at Maruti Suzuki is
managed in accordance with relevant occupational health and safety legislations,
standards and MSIL occupational health
 And safety policies and procedures- Establish targets and review mechanism – We
manage our obligations using coordinated occupational health and safety plans for each
area and site. We challenge targets to measure progress, leadership support and
 Review to ensure continual improvement - Our processes aim at eliminating work
related illness and injuries to achieve our goal of Zero Harm. Health & Safety
Performance is always one of the parameters of evaluation for all, even contractors,
transporters, suppliers and vendors at Maruti Suzuki.
 Provide appropriate training and information-We provide all the tool to ensure safe
performance at work to all MSIL employees, contractors, their employees, vendors and
visitors.
 Ensure meaningful and effective consultation – We involve all employees and
interested parties in the mattersthat can potentially harm health and safety at the
workplace.
 Communicate – We believe in the transparent relations of the MSIL’s OHS
commitments and performance.
 Promote a Culture of Safety- We believe that all incidents/injuries are preventable and
everyone is responsible for their own safety as well as that of their processes. All
responsibilities have been clearly defined for all managers, supervisors and personnel.
Any unsafe act or condition is highlighted by the observer and a prompt intervention by
the process owner is ensured. Adherence to road safety rules is also demonstrated by all.

14
 COMPANY VISION

To be the leader in the Indian automobile industry, creating customer delight and share holders
wealth and to be the pride of INDIA.

Core values.
 Customer obsession. Openness and learning
 Fast, flexible and first mover.
 Innovation and creativity
 Networking and partnership

15
Industrial relationship...

 Since its founding in 1983, MarutiUdyog Limited has experienced problems with its
labour force. The Indian labour it hired readily accepted Japanese work culture and the
modern manufacturing process. In 1997, there was a change in ownership, and Maruti
became predominantly government controlled. Shortly thereafter, conflict between the
United Front Government and Suzuki started. In 2000, a major industrial relations issue
began and employees of Maruti went on an indefinite strike, demanding among other
things, major revisions to their wages, incentives and pensions.
 Employees used slowdown in October 2000, to press a revision to their incentive-linked
pay. In parallel, after elections and a new central government led by NDA alliance, India
pursued a disinvestment policy. Along with many other government owned companies,
the new administration proposed to sell part of its stake in Maruti Suzuki in a public
offering. The worker’s union opposed this sell-off plan on the grounds that the company
will lose a major business advantage of being subsidised by the Government, and the
union has better protection while the company remains in control of the government 1280
 The standoff between the union and the management continued through 2001. The
management refused union demands citing increased competition and lower margins. The
central government privatized Maruti in 2002 and
Suzuki became the majority owner of Maruti Udyog Limited.

16
Literature
Review

17
 LITERATURE REVIEW

NEXA: Attempting the Premium Connect.

Singh, Swati; Naib, Sudhir
IUP Journal of Brand Management . Mar2017, Vol. 14 Issue 1, p57-65. 9p.

This text examines Maruti Suzuki India Ltd.’s-India’s biggest vehicleproducerendeavor to

position itself as a vender of premium vehicles bypropelling upscale dealerships under the name
‘NEXA’.
Maruti had beenbattling for quite a while to pull in premium clients. It propelled various
premium vehicles, however each time achievement evaded theorganisation. Maruti then
understood that to target premium clients, itexpected to concentrate on This case discusses
Maruti Suzuki IndiaLtd.’s-India’s largest car manufacturer-attempt to position itself as a sellerof
premium vehicles by launching upscale dealerships under the name’NEXA’.Maruti had been
struggling for a long time to attract premium customers.It launched a number of premium
vehicles, but each time success eludedthe company. Maruti then realised that to target premium
customers, itneeded to focus on customer service and support. Moreover, it was notfeasible to
sell expensive cars along with affordable ones, as the upscalecustomer was increasingly looking
for a unique buying experience. Although the initial response is positive, it is yet to be seen
whether the’NEXA’ experience can actually deliver in the long run.
In addition, it was not plausible to move costly autos alongsidereasonable ones, as the upscale
client was progressively searching foran interesting purchasing background. Despite the fact that
theunderlying reaction is sure, it is yet to be seen whether the ‘NEXA’experience can really
convey over the long hau

Maruti Suzuki: reinventing for the big league

Daly MeppurathPauloseDOI
DOI 10.1504/IJTCS . 2017.088934

The examination talks about the instance of Maruti Suzuki India Ltd., India’s driving traveler
vehicle organisation, which has constantly kept up a tag of being a warhorse in the mass

18
fragment, presently needing to tap its solid base of 15 million clients when they move up to the
following dimension.

Careful about its inability to attack into premium areas in past endeavors, MSIL is going the
additional mile in its marking exercise this time. With the dispatch of remain solitary showrooms
under the NEXA brand name that feature the new exhibit of premium traveler autos in Maruti’s
steady, the organization is making exceptional achievement into recent unexplored landscapes.
By broadly financing the striking activity, the organization has assembled a portfolio that
interests to clients in a retail bundling that interests to recognizing buyers.

Given that Maruti Suzuki has kept up its conventional fortification picture of making reasonable,
low upkeep, promptly adjusted vehicles, the inquiry is whether the vehicle creator best known
for its VFM contributions will almost certainly make the move to the superior space.

NEXA: Brand Analysis

Amit Singh, Kamit Malhotra, Dhruv Duggal

International Journal of Research in Finance and Marketing (IJRFM) Vol. 7 Issue 2,

February – 2017

Gerald D Bell (1967) inquires about how another vehicle buyer feels about the buy and what
factors decide his reaction when he begins utilizing his new vehicle. The aftereffect of this
examination proposes the impact of a customer self-assurance and his identity with the nature of
purchasing.

Dr.Garima Malik(2008) exhibits an investigation on client discernment and the desires from
Goodbye Nano Conducted by Asst. Prof in Amity Business School-Noida. Fundamental features
of the examination are, to
Comprehend the general discernment about NANO, factors which would impact the purchasing
choice and shopper desires from NANO.

Mr.Bhargava in this book viewed that MarutiUdyog setting up elevated requirements of

profitability and shopper care in the Indian vehicle industry on the loose.

19
Chi HsinKuang (2002) in his paper titled “The Impact of Brand Awareness on Consumer
Purchase Expectation” attempts to clarify the impacts among brand steadfastness brand
mindfulness, saw quality furthermore, aim of client buy.

Jacoby and Kyner (1973) in his paper title “Brand Loyalty” there are critical contrasts in the mid
of repeat conduct of buying and reliability towards brand. As per them, the set of seven
fundamental just as commonly attractive conditions can be characterized as brand faithfulness.

Sampling Method and Size of Sample

The sample size for the research is 104 and data was collected from random people. The data
was collected both offline and online. People from different economic background and
occupational background were approached. Data sources include majorly secondary data
involving student journals, research papers published in reputed journals across the world.

Results

 From the examination it has been discovered that the majority of the respondents partner
NEXA with its parent brand-Maruti Suzuki. Be that as it may, the parent brand sheds its
great unwavering quality on NEXA.
 Respondents knew about the top notch normal for the brand NEXA yet did not discover it
to be as rich as different brands inside its range, ascribed by the way that esteem included
administrations offered by NEXA were not as commonplace to the respondents.

20
Objective of the
Study

21
  Objective

The purpose of this project study is to include managerial decision making related to
identification and solution of problem and opportunities in sales and marketing which intern
helps to generate, monitor, refine, upgrade, and evaluate, sales and marketing performance. It
also helps to improve the understanding of sales and promotion as a process.
It manages and implements data collection process, analysis, and validates results, then
communicate these findings and implication to the higher management.
This project study also helps to identify and explore consumer behaviour pattern, their attitude,
believes, opinion and preferences. It helps company to stay in touch with consumer changing
attitude and purchase behaviour.
The project study findings help management in devising and determining the feasibility of
marketing strategy to match the target audience.

 To understand Maruti Suzuki NEXA four-Wheelers business.

 To study the consumer perception about the maruti Suzuki nexa four-Wheelers.

 To suggest few sales promotion techniques to improve the brand awareness amongst
consumers.

22
  Executive SUMMARY

Maruti Suziki India Limited, formerly known MarutiUdyog Limited, is an automobile

manufacturer in India. It is a 54.2%-owned subsidiary of Japanese automobile and motorcycle
manufacturer Suzuki Motor Corporation.
As of January 2017, it had a market share of 51% of the Indian passenger car market. The
company is. Head quartered at New Delhi. In February 2012, the company sold its 10 millionth
vehicle in India. Maruti was established in February 1981, though the actual production
commenced only in 1983. It started 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 were the Hindustan
Ambassador and Premier Padmini. Originally,
74% of the company was owned by the Indian government, and 26% by Suzuki of Japan. As of
May 2007, the government of India sold its complete share to Indian financial institutions and no
longer has any stake in Maruti Udyog.

23
  Chronology Under the Maruti name

In 1970, a private limited company named Surya Ram Maruti technical services private
limited (MTSPL) was launched on November 16 1970. The stated purpose of this company was
to provide technical know-how for the design, manufacture and assembly of “a wholly
indigenous motor car”. In June 1971, a company called Maruti limited was incorporated under
the Companies Act. Maruti Limited went into liquidation in 1977. Maruti Udyog Ltd was
incorporated through the efforts of Dr V. Krishnamurthy.

 Affiliation with Suzuki

In 1982, a license & Joint Venture Agreement (JVA) was signed between MarutiUdyog Ltd.
And Suzuki of Japan. At first, Maruti Suzuki was mainly an importer of cars. In India’s closed
market, Maruti received the right to import 40,000 fully built-up Suzukis in the first two years,
and even after that the early goal was to use only 33% indigenous parts. This upset the local
manufacturers considerably. There were also some concerns that the Indian market was too small
to absorb the comparatively large production planned by Maruti Suzuki, with the government
even considering adjusting the petrol tax and lowering the excise duty in order to boost sales.
Finally, in 1983, the Maruti 800 was released. This 796 cc hatchback was based on the SS80
Suzuki alto and was India’s first affordable car. Initial product plan was 40% saloons, and 60%
Maruti Van. Local production commenced in December 1983. In 1984, the Maruti Van with the
same three-cylinder engine as the 800 was released and the installed capacity of the plant in
Gurgaon reached 40,000 units.
In 1985, the Suzuki SJ410 -based Gypsy, a 970 cc 4WD off-road vehicle, was launched. In
1986, the original 800 was replaced by an all-new model of the 796 cc hatchback Suzuki Alto
and the 100,000th vehicle was produced by the company. In 1987, the company started exporting
to the West, when a lot of 500 cars were sent to Hungary. By 1988, the capacity of
the Gurgaon plant was increased to 100,000 units per annum.

24
 Automobile sector before Maruti Suzuki

 First car ran on Indian road in 1897.

 Only three national passenger car manufacturers Premier, Hindustan motors, and
Mahindra & Mahindra were present before 1981 with limited products.

 Negligible sales and service centers.

 No process or focus on customer satisfaction.

 No standard air conditioner or power steering

25
  After MUL incorporated in INDIA.

 Marutiudyog limited was established in 1981.

 First peoples car Maruti 800 was launched in 1983.
 First export of automobiles started through MUL in 1987.
 Maruti reached 1 lakh sales in 1986.
 Fuel efficient and technologically advanced vehicles were launched.

Delhi based Harpal Singh, an Air India official, was the first customer. He went on to become
something of a celebrity later. And in 1984, when Bhargava visited Kolkata, the journalists told
him that the only car to have made it to the airport was the Maruti 800. He and his car had been
redeemed.

The key is given by previous Prime minister of India INDIRA GANDHI

26
 Present Scenario

 Indian Auto industry is the 5th largest automobile market in the world.
 Accounts for 49% of the country’s manufacturing gross domestic product (GDP), and
7.1% of the country’s overall GDP (in FY 22-23)
 High service penetration -Service at door step facility.
 More than 38 lakh passenger vehicles (cars and utility vehicles) sold in FY 2014-15
alone.
 There are a total of 21 passenger car passenger manufactures in india. Some of the key
players are Maruti Suzuki, Hyundai Motors, Tata Motors, Mahindra & Mahindra, Honda.

BALENO

 Outlook of auto industry.

 Young population-growing mobility needs.

 Largest two wheeler market in the world -lot of upgrades.
 Six Million -plus vehicles to be sold annually, by 2022.
 Expected to be 3rd largest automobile market in the world by 2030

27
 PRODUCT PROFILE OF THE ORGANIZATION

 Maruti Suzuki Ignis

Maruti Ignis is a five-seater crossover that gives a perfect feel of a compact car. Maruti Ignis is
famous for its unconventional design, which is an example of a car with a lot of features at an
affordable price tag. Maruti is famous for its in-budget car which suits best the Indian market,
Ignis is not an exception.

Maruti Ignis India – Specifications

 Engin : 1.2L VVT BSIV

 Max. Power : 82 bhp @ 6000 rpm
 Peak Torque : 113 Nm @ 4200 rpm
 Transmission. : AMT – 5 Gears, Manual Override
 Overall Length : 3700 mm
 Overall Width. : 1690 mm
 Overall Height : 1595 mm
 Wheelbase : 2435 mm
 Tyre Size : 175 / 65 R15
 Drive Layout : Front Wheel Drive
 Turning Radius. : 4.7
 Ground Clearance. : 180 mm

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  Kerb Weight : 260 liters
 Seating Capacity : 5

 Maruti Suzuki Baleno

In India, Maruti Suzuki launched the Baleno facelift in 2019. Its petrol engines have been
upgraded to BS6 spec, in addition to an external and equipment upgrade. In a nutshell, the
Maruti Suzuki Baleno is the company’s premium hatchback. Maruti’s premium Nexa stores sell
the vehicle, which comes with a choice of petrol and mild-hybrid petrol engines. Manual
transmissions are conventional, although a petrol-CVT automatic transmission is also available.
Sigma, Delta, Zeta, and Alpha are the four variations available on the automobile. It comes in
five colours that include Pearl Arctic White, Premium Silver Metallic, Nexa Blue, Pearl Phoenix
Red, and Magma Grey Metallic. The Hyundai i20, Toyota Glanza, Tata Altroz, and Honda Jazz
are all competitors to the Maruti Suzuki Baleno.

ENGINE & TRANSMISSION

 Displacement : 1197 cc
 Engine Description : 1.2 VVT
 Maximum Power : 82 bhp @ 6000 rpm
 Maximum Torque : 13 Nm @ 4200 rpm
 Fuel Type : Petrol

PERFORMANCE & MILEAGE

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  Mileage (City) : 18 kmpl (approx.)
 Mileage (Highway) : 20kmpl (approx.)
 Mileage (Certified) : 22.35kmpl

DIMENSIONS & WEIGHT

 Overall Length : 3995
 Overall Width : 1745
 Overall Height : 1500
 Wheelbase : 2520
 Ground Clearance : 180
 Kerb Weight : 935
 Turning Radius : 4.85

CAPACITY
 Seating Capacity : 5
 Number of Seating Rows : 2 Rows
 Number of Doors : 5 Doors
 Boot Space : 318 litres
 Fuel Tank Capacity. : 37 litres

 Maruti Suzuki Fronx

The Maruti Suzuki Fronx is a practical SUV offering affordability and efficiency. Priced from
7.46 Lakhs to 13.13 Lakhs (Ex-Showroom), it provides a reliable and cost-effective driving
solution.
The Maruti Suzuki Fronx has been launched in India with prices starting at 7.46 lakh and topping
out at Rs 13.13 lakh for the fully loaded Alpha 1.0-litre dual-tone variant. There are seven

30
variants for the car across two engines and three gearbox options. This is Maruti’s second SUV-
styled vehicle in the highly competitive sub-4 vehicle segment. Here is everything you need to
know about the car.

Dimensions & Weight

 Width ꓽ 1765 mm
 Wheelbase ꓽ 2520 mm
 Height ꓽ 1550 mm
 Ground Clearance ꓽ 170 mm
 Kerb Weight ꓽ 965 – 970 (MT), 975 (AMMT)

Capacity
 Seating Capacity ꓽ 05
 No of Seating Rows : 02
 Bootspace ꓽ 308
 Fuel Tank Capacity ꓽ 37

Engine & Transmission

 Engine Type ꓽ Manual & Automatic
 Valve/Cylinder (Configuration) : 03
 Displacement ꓽ 998 - 1197
 Mileage (ARAI) ꓽ 20.01kmpl
 Fuel Type ꓽ Petrol
 Max Power (bhp@rpm) : 98.69bhp@5500rpm
 Max Torque (Nm@rpm) ꓽ 147.6Nm@2000-4500rpm
 No of gears ꓽ 6-Speed AT
 Transmission Type ꓽ Automatic
 Cylinders ꓽ 03

Suspensions, Brakes & Steering

 Suspension Front ꓽ MacPherson Strut
 Suspension Rear ꓽ Torsion Beam
 Front Brake Type ꓽ Disc

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  Rear Brake Type ꓽ Drum
 Minimum Turning Radius ꓽ 4.9
 Steering Type ꓽ Electric
 Steering Column ꓽ Tilt & Telescopic
 Tyre Size ꓽ 195/60 R16

 Maruti Suzuki Jimny

The Maruti Suzuki Jimny is a robust and compact SUV that effortlessly combines off-road
prowess with everyday practicality. With its rugged design and impressive capabilities, it's a go-
to choice for adventurers and off-road enthusiasts.

The new MarutiJimny, a SUV from Maruti Suzuki, was launched in India in Jun 2023. Jimny has
received a 57% rating score from our users. Jimny is preferred for its styling and performance.
Jimny competes with Mahindra Thar, Force Motors Gurkha in India.

DIMENSIONS & WEIGHT

 Length ꓽ 3985 mm
 Width : 1645 mm
 Height : 1720 mm
 Wheelbase : 2590 mm

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  Ground Clearance : 210 mm
 Kerb Weight : 1205 kg

CAPACITY
 Doors : 05
 Seating Capacity : 04
 No of Seating Rows : 02
 Bootspace : 211
 Fuel Tank capacity : 40

Engin&Transmission
 Engine Type : K15B with Idle Start Stop
 Valve/Cylinder (Configuration) : 04
 Displacement : 1462
 Mileage (ARAI) : 16.39 kmpl
 Emission Norm Compliance : BS VI 2.0
 Max Power (bhp@rpm) : 103.39bhp@6000rpm
 Fuel Type : Petrol
 Max Torque (Nm@rpm) : 134.2nm@4000rpm
 No of gears : 4-speed
 Transmission Type : Automatic
 Cylinders : 4-speed
 Driving Modes : AWD

Suspensions, Brakes & Steering

 Suspension Front :3-link Rigid Axle Type with Coil Spring
 Suspension Rear :3-link Rigid Axle Type with Coil Spring
 Front Brake Type : Disc
 Rear Brake Type : Drum
 Minimum Turning Radius : 5.7
 Steering Type : Electric

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Maruti Suzuki XL6
A symbol of indulgence, the NEXA XL6 is back in an all-new avatar! The new 2022 XL6 is the
perfect embodiment of NEXA’s endeavour to create the cars of tomorrow. The Premium MPV is
based on the Crafted Futurism Design Language that is characterised by the impressive presence,
and indulgent interiors. The NEXA XL6 by Maruti Suzuki also offers state-of-the-art features
and specifications that promise an indulgent experience in every drive.

DIMENSIONS & WEIGHT

 Length ꓽ 4445 mm
 Width : 1775 mm
 Height : 1755 mm
 Wheelbase : 2740 mm
 Ground Clearance : 180 mm
 Kerb Weight : 1225 mm

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CAPACITY
 Doors : 05
 Seating Capacity : 06
 No of Seating Rows : 03
 Boot Space : 209
 Fuel Tank capacity :

Engin&Transmission
 Engine Type : K15C Smart Hybrid
 Valve/Cylinder (Configuration) : 04
 Displacement : 1462
 Mileage (ARAI) : 20.27 kmpl
 Bore (mm) x Stroke (mm) : 74.0 x 85.0
 Max Power (bhp@rpm) : 101.65bhp@6000rpm
 Fuel Type : Petreol
 Max Torque (Nm@rpm) : 136.8Nm@4400rpm
 No of gears : 6-Speed
 Transmission Type : Automatic
 Cylinders : 04
 Driving Modes : 2WD

Suspensions, Brakes & Steering

 Suspension Front : Mac Pherson Strut & Coil Spring
 Suspension Rear : Torsion Beam & Coil Spring
 Front Brake Type : Disc
 Rear Brake Type : Drum
 Minimum Turning Radius : 5.2
 Steering Type : Tilt and Telescopic

35
NEXA by Maruti Suzuki – Premium Cars by NEXA

36
  Prospect Management

 Showroom Interaction

 A costumer walks in to the showroom with an enquiry about the most important witch
highest conversion ration.

 Process guidelines

 Team should ensure customer is given a complete Nexa Experience

 Every nexa staff member who meets the customer greets him in a warm and
enthusiastic manner. “good morning/ good afternoon / good evening!”
 Every walk in customer should be served 200 ml mineral water bottle (Bisleri)
 Menu card must be offered to the customer while requesting for customer’s
choice of beverage
 All the options (green/Assam/lemon tea/Coffee/Soft drink /Juice) must be
mentioned while after REESHAV

 To customer

 All documents must be handed over to customer in only Nexa paper Dockets no
losses sheets to be customer

 Process Steps

 Floor manager (FLM) greets the customers and notes initial details of customer
 FLM presses the bell of RM and the pantry and escorts the customer to the
customer lounge
 Party servers water (200 ml mineral water bottle) to the customer
 FM meets the customer in the customer lounge
 Fine out was the customer hopes to accomplish during his/her visit
 Understand need of customer and type of usage of vehicle enguired
 Capture contact detach in the enquiry tab
 Provide the desired details to the customer
 Drop the customer to the gate and say thank you when customer is leaving

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  Process key Notes
 Treat customer as an
 Assist listen and take customer sinuously
 Work at the customer’s preferred pace
 Do not rush through the process
 Use tab as an active tool for capturing information and and digital demonstration

 Telephonic Interaction
 A prospect calls the showroom with an enquiry about the Nexa product

 Process Guidelines
 The person responsible for taking the telephone enquiries is the telesales

 Process Steps
 Greet the customer in a warm and enthusiastic manner. “good morning / Good afternoon
your dealership name
 Politely ask for caller’s name and telephone number
 Establish purpose of the call and attend to the customer’s requirement
 If more information is required, then find out preferred time to call the customer and arr
information required.
 Politely ask the customer if he would the a relationship manager to call him
 If customer agrees, then find out preferred time to contact the customer and transfer th
Relationship Manager
 Relationship Manager to call the customer at the customer’s preferred time with require

 Process key Notes

 Call should be answered within the third ring
 The person must be able to provide information about
 Models & variants
 Features
 Colour
 Availability
 Current schemes
 Make sure that the name of the customer and the nature of information required are co
person so that the customer does not have to repeat the same

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  Outside the Showroom Interaction Process Guidelines
 Relationship manager fixes an appointment prior to visit
 The Relationship is present at the appointed date with the desired vehicle and the tab

 Process Key Notes

 Relationship manager should reach minutes prior to scheduled time
 Demonstration tools should be kept in excellent working condition

 Flowchart for Telephonic Interaction

Customer calls into the showroom
↓
Telecaller greets the customer in a warm and enthusiastic manner
↓
Politely ask for caller’s name and telephone number
↓
Establish purpose of the call and attend to the customer’s requirement
↓
If more information is required, then find out preferred time to call the customer and pass the
customer’s coordinates to the respective RM or the showroom manager
↓
Politely ask the customer if he would like a Relationship Manager to call him
↓
If customer agrees, then find out preferred time to contact the customer and transfer the prospect
details to the Relationship manager
↓
Relationship manager to call the customer at the customer’s preferred time with the required
details

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  Flowchart for showroom Interaction
 Customer drives into the showroom
 Valet opens the door for the customer and greets him
 Valet hands over valet token to the customer and guides him to the door
 The customer enters the showroom and meets the FLM
 FLM meets and greets the customer, captures initial details, rings bell for RM and Pantry,
seats customer in lounge. Pantry boy brings water
 RM find out what the customer hopes to accomplish during his/her visit
 RM asks the customer about the product he is interested in and proposes to demonstrate
the car to the customer
 RM requests the customer for test drive after demonstration
 RM request the customer to sit for further discussion in discussion area after
demonstration/test derive and offers tea/coffee/ choice of beverage
 RM requests for customer details and enters in the Tab. (RM should use Tab for further
discussion)
 RM provides quotation to customer if enquired by the customer
 RM keeps quotation and brochures in the paper folder and hands over to the customer
 RM drops the customer to the gate and says thank you when customer is leaving
 Valet hands over customer’s car, salutes and wishes him

 Enquiry Capturing & Tracking

 Importance of Enquiry capturing and Tracking

 Understand the needs of the customer
 Capture customer information to offer personalized experience to the customer
 Timely and regular follow up with the customers till enquiry is converted into sale
 Record customer details and requirements to facilitate sales process

 Enquiry capturing

 Process Guidelines
 Generate an enquiry in the Enquiry Tab, the moment any enquiry is received at the Nexa
dealership

 Process Steps
 For a new customer, open “Car Configurator” tab in home screen
 Click “New User” in “Existing User Prospect Search” screen
 Enter other customer information using multiple tabs available to punch information in
the system

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  These tabs can be updated at any stage of the enquiry. However, complete information
must be updated “prospect Data Capture” before booking. The multiple tab are as
mentioned below
✓ Personal information. To capture initial customer information
✓ Product choice. To capture product details
 Enquiry Management
Relationship managers can use “Prospect Data capture” to
1. Create new enquiry
2. Search existing enquiry
3. Edit/update existing enquiry

 How to capture enquiry using prospect data capture ?

Step 1: Click “Car Configuration” tab in Home screen
Step 2: click “New User” tab in “Existing User Prospect Search” Screen
Step 3: Prospect Data capture Home Screen will be shown

 Field Description
 First Name – Enter customer first Name (Mandatory Field)
 Last Name – Enter customer last Name
 Gender - Male/female
 Mobile No - Enter Mobile number (Mandatory Field)
 Beverage Choice - Coffee/Soft Drink / Tea / Others

 Interested in My NEXA Card – This is auto selected by system whenever customers

show any My NEXA card in car configurator Tab

 Field Description
 Model-select interested model (mandatory field)
 Fuel type Diesel
 Variant -1.3 sigma, 1.3 delta, 1.3 Alpha, 1.3 Zeta, 1.6 Alpha, 1.6 Delta & 1.5 Zeta
 Color – Select color
 Specific requirement from the car (optional)
 Other car considered (optional)
 Communication Preference: To capture follow up details
 Customer profile : To capture details of customer required for booking

41
 Test Drive details: To capture Test Drive details
 Exchange: To capture details of the car available for exchange

 Enquiry Management

 Process Guideline
 Customer is identified in the system through customer mobile number / customer enquiry
number / contact number. The same can be used at any time to access customer record in
“Customer Data Repos
 Enquiry and Booking follow up is important for conversion to retail

 Process Steps
 Select date range from ‘Customer Data Repository’ to see list of pending actions
 Open enguiries, booked and lost is available for the selected date range
 To update follow up, click on “Total” Open Enguiry
 Select the customer name and update the follow up details
 The booking details can be viewed by selecting customer name from the table

 Key Notes
 Always capture all customer details before booking the vehicle
 It is important to capture “Buyer type” to track requirement of Exchange by the customer
 Capturing Email ID is important for future communication with the customer
 Never push the customer to share certain information but also, capture as much
information as possible dust but customer interaction
 The information entered can be updated or edited or edited using edit icon in the
‘Prospect Data Capture Screen’
 Customer follow-up should be updated everyday

 Enquiry-Booking-Retail (E-B-R) calculation

 To generate a particular number of retails (R), a specific number of bookings (B) and
enquiry (E) is required depending on the conversion ration.
 To generate 100 retail with 75% 8 to R conversion, the number of booking required is
calculated as: (100/ 75)*100=134 booking
 To generate 134 retail with 20% E to B conversion, the number of bookings required is
calculated as: (100/ 20)*134-670

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  Field Description
 Nexa follow up date-update next follow up date here, By Default system will update as
N+1 date. So if enquire is captured today then enquiry follow up date will be tomorrow
morning 10 am
 Email – Update Customer Email Id details
 Preferred mode of communication – call/Email
 Preferred Time & Day for communication (optional)

 Field Description
 Occupation: Salaried / self Employed/Service/Social Worker/Student/Retired/Proprietor /
Panchayat/ Member / Politician/Other
 Address Line 1/Line/ Line 3: Update customer address here
 State/City: Update customer state and city
 Type of customer: Company / Government / Individual / N2N/Taxi
 Buyer Type: First Time Buyer/Additional Buyer / Replacement buyer
 Current Car Details: Select current car details in case of Additional Buyer of
Replacement buyer
 Source of Contact (Enquiry Source): Advertisement/Business
Associates/Campaign/Events/Events/cold Visits/Email/Inbound
Calls/References/Showroom Wald in / Tele calling/Workshop Enquiry
Referred By: This field will get activated in case Relationship Manager selects Enquiry source as
“References”

Any Other Customer Details: Enter any remarks to be captured here

Expected Days to Finalize The purchase: Enter tentative expected days of purchase

Preferred Date Of Delivery: Auto selected based on No of days entered in “Expected Days to
Finalize The Purchase”

 Product Demonstration
 Occupation: salaried / Self Employed /Service / Social Worker / Student /
Retired/Proprietor / Panchayat Member / Politician/other
 Address Line 1 / Line 2 / Line 3: Update customer address here
 State/City: Update customer state and city
 Type of customer: Company / Government / Individual/N2N/Taxi

43
 Current car Details: Select Current car details in case of Additional Buyer or
Replacement Buyer
 Source of contact (Enquiry Source): Advertisement/Business
Associates/Campaign/Events/Cold Visits/ Email/Inboukd Call/References / Showroom
Walk in/Tele calling/Workshop Enquiry
 Referred By: This field will get activated in case Relationship Manager selects Enquiry
source as “References”
 Any other Customer Details: Enter any remarks to be captured here
 Expected Days to Finalize The Purchase: Enter tentative expected days of purchase
 Preferred Date of Delivery: Auto selected based on No of days entered in “Expected Days
to finalize The Purchase”

 Product Demonstration
 Introduction
 Product Demonstration is defined as the process of providing a customer, detailed
explanation of the product’s features and benefits through digital demonstration, static
demonstration and test drive.

 Importance of Product Demonstration

 The product demonstration is the first opportunity that we have to explain our product to
the prospective customer. A quality demonstration is the most important selling tool of
the Relationship Manager. Customer’s experience about the product performance and the
treatment given to him directs the purchase decision of the customer.

 Digital Demonstration
 Demonstration of a Nexa product using Nexa application in Ipad. It provides an
opportunity to discuss the vehicle’s varied features/variants/color all at place / location
without the physical availability of the vehicle.

 Car Configurator
 Car configurator is a tool in the tab which can be used for discussion of accessories,
along with discussion on MI,EW, finance etc.

 Market Intelligence
 A tool which can be used to compare difference in variant level features for Nexa
Models. It can also be used to compare feature of competition models.

44
  Product Information
 This tool in the application can be used to share Demo video, E-Brochure, testimonials,
advertisement etc with the customer.

 Static Demonstration
 Process Guidelines
 Vehicle’s exterior and interior, including the boot and under hood should be clean
Adequate space should be there around the vehicle to open all the doors

 Process Steps
 Give an overview of the demo process to the customers
 Politely request the customer for demo Initiate 6 step demo process and elaborate on
features and benefits
 Use the sequence provided under FIRSST model:
 F – Front
 I - Interior
 R - Rear
 S-Seat
 S-Safety
 T-Technology
Move to a particular step depending on the customer’s preference

 Key Notes
 Listen to customer properly during the demo process
 Encourage customer to interrupt at any time in case of enquiries / doubts
 Do not push on following the sequence if the customer’s wishes to focus on a spexific
area
 Do not push for the demonstration if the customer is reluctant

 Test Drive
 An Opportunity to increase customer’s faith and confidence towards Nexa products and
provide the customer a pleasurable driving experience. It increases the chance of enquiry
conversion as it establishes a connect between that vehicle and the customer

45
 Process Guidelines
 Ensure vehicle is in a neat and clean condition
 Check the normal functioning of all the controls, fuel level and tyre pressure on the test
drive car
 Ensure that all documents of the test drive vehicle are available to avoid any traffic
problem
 Ac should be ON during summer before customer enters the vehicle
 Scan customer’s Driving License from Ipad before the test driver.

 Process Steps
 Check availability of a valid driving license with the customer
 Test drive route should be informed to the customer in advance
 Take the car out of the parking area
 Wear seat belt and also request the customer to do so
 Relationship Manager should drive the vehicle initially
 Explain the basic features to the customer
 Handover the vehicle to the customer
 Remain silent for initial 2-3 minutes to allow the customer to get a feel of the vehicle
 Wait for customers queries and answer them politely
 All features of the vehicle must be thoroughly explained
 Give test drive on the main road so that all features like AC, turning radius, etc. Can be
fully explained by Relationship manager and also experienced by the customer
 Duration of test drive should be at least 15-20 minutes
 Test drive should be given for at least 5kms

 Key Notes
 During test drive with the customer, the Relationship Manager should ask whether the
customer prefers a running commentary or prefers Relationship Manager to be quiet
 In case test drive vehicle is not available, test drive should be given to the customer at his
convenient time and place
 Arrange for a test drive quickly as per customer’s request
 Pay attention to queries of customer family members as well

 Test Drive Register

 Test drive engagement register helps to convey the information regarding the availability
and day’s plan of Test drive vehicle.
 It helps to avoid chances of overlap of test drive time given to the customers. It also help
in better planning of the test drive schedule.
 It’s very important to update the test drive engagement register regularly.

46
  Test Drive Details
Opportunity to increase customer’s faith and confidence towards Nexa products and provide
the customer a pleasurable driving experience. It increases the chance of enquiry conversion asit
establishes a connect between that vehicle and the customer

 Process Guidelines
 Ensure vehicle is in a neat and clean condition
 Check the normal functioning of all the controls, fuel level and tyre pressure on the test
drive car
 Ensure that all documents of the test drive vehicle are available to avoidany traffic
problem
 Ac should be ON during summer before customer enters the vehicle
 Scan customer’s Driving License from lpad before the test drive

 Process Steps
 Check availability of a valid driving license with the customer
 Test drive route should be informed to the customer in advance
 Take the car out of the parking area
 Wear seat belt and also request the customer to do so
 Relationship Manager should drive the vehicle initially
 Explain the basic features to the customer
 Handover the vehicle to the customer
 Remain silent for initial 2-3 minutes to allow the customer target a feel of the vehicle
 Wait for customers queries and answer them politely
 All features of the vehicle must be thoroughly explained
 Give test drive on the main road so that all features like AC, turning radius, etc.can be
fully explained by Relationship manager and also experienced by the customer
 Duration of test drive should beat least 15-20 minutes
 Test drive should be given for atleast 5kms

 Key Notes
 During test drive with the customer, the Relationship Manager should ask whether the
customer prefers a running commentary or prefers Relationship Manager to be quiet
 In case test drive vehicle is not available, test drive should be given to the customer at his
convenient time and place
 Range for a t est drive quickly as per customer’s request
 Pay attention to queries of customer family members as well

 Test Drive Register

 Test drive engagement register helps to convey the information regarding the availability
and day’s plan of Test drive vehicle.
 It helps to avoid chances of overlap of test drive time given to the customers. It also help
in better planning of the test drive schedule.

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 It’s very important to update the test drive engagement register regularly͘

 Field Description
 DMS Test Drive No: This field is system generated and test drive number will be shown
here
 Model: Select test drive model
 Variant: Select variant for which test drive was given
 Date: This field is system generated, test drive date is shown here
 Place of Test Drive: Customer place/ dealership
 Duration: Enter total test drive duration
 Reason for Test Drive not Given / Taken: Update the reason why test drive was not given
to customer or customer refused to take test drive
 Customer Feedback: Update customer feedback here

 Exchange
 Field Description
 Date: Enter old car date of registration (as per RC Copy)
 Place of Purchase: Enter city of registration (as per RC copy)
 New Car at the time of Purchase: Yes/No
 Kilometer completed: Enter kilometer completed
 Loan Completion: Update load completion date if vehicle is under loan
 Current EMI: Enter current EMI
 Financer: Enter bank details
 Expected Price: Enter excepted old car price here
 Any Other Details: Update any special remarks to be captured

 Introduction
 Sale of any new Maruti Suzuki vehicle to a customer and buying an old vehicle from the
same customer or a person in relation to that customer.

 Importance
 Exchange helps to retain customer for life by providing one stop shop solution for all
customer needs. Exchange through True Value facilitates the customers with hassle free
transaction and ultimate peace of mind.

 Process Guidelines
 It is mandatory to update ‘while type’ while capturing enquiry to ensure prospective
exchange cases can be identified. The information on old car is to be entered in the tab
section ‘Exchange’

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 One Sourcing Manager (SM) to be attached to each Sr. RM’s team. All SMS to reports to
Sr. Rm of his/her sales team.
 (this SOS pertains to Exchange Process at Exclusive channel. Please refer this along with
true Value Process Guide of Maruti Suzuki).

 Process Steps
 All customer dealing with respect to evaluation and pricing of old cars will be done by
Relationship Manager only
 Relationship Manager will explain the evaluation process to customer and take prior
permission of customer for inspection and test drive of customer’s car as part of the
evaluation process. In case, evaluation is to be done outside the showroom, then
Relationship Manager to take suitable time &venue from the customer and inform the
same to Sourcing Manager
 Sourcing Manager should assist the Relationship Manager to the Pre fixed location and
perform evaluation using 120 point check-sheet
 Sourcing Manager will inform the estimated RF cost, buying price and RF requirements
to relationship manager.
 Relationship manager to probe and understand these 3 details from the sourcing Manager.
For this, Relationship Manager and Sourcing Manager to maintain the latest Reference
price list of selected old car models provided by True Value Manager
 Old car details and price offered to customer by Relationship Manager should be updated
in the tab so the same is reflected in the Quotation
 Relationship manager to collect all sourcing documents of old car from the customer as
per SOS, once the deal is
 Finalized. Refer SOS for lost of documents to be collected
 Relationship manager to arrange the physical collection of old car as per convenient time
& venue given by customer before delivery of new car
 Old vehicle to be transferred to the True Value outlet of the dealer for refurbishment and
sale as per SOS
 RC Transfer of old car-Customer to be communicated in writing wrt. RC name transfer
process & time of his old car through vehicle registration process & undertaking form of
customer docket set. RLM to be coordinate with
 True value Manager regarding actual RC transfer status of old car and in case of any
delay in old car RC. Transfer the same to be informed to the customer with proper
explanation in writing

49
  Sales Process

 Introduction
 Sales process comprises of all the activities between booking and delivery.

 Importance
 Adherence too sales process is very critical as it ensures
 Maximum revenue generation per customer by sale of varied value added services
offered by Nexa
 Streamline and seamless completion of all payment and paperwork formalities
 Timely delivery to customer at the committed date and time
 Hassle free purchase and smooth purchase experience for the customer

 Elements of Sales Process

 Booking process
 Genuine NEXA Accessories Booking Process
 Insurance Booking Process
 Extended Warranty Booking Process
 My NEXA Card Booking Process
 Finance Process

 Booking process

 Introduction
 It is a stage wherein customer has agreed to purchase the vehicle from the dealership.
This is a very crucial stage as it covers the deal and negotiation step of the sales process.

 Importance
Standardization of booking process
Increase in transparency of the process Reduction in deal related concernsAn opportunity to
formally document the purchases of the costumer in costumer in consent with him/her

 Process Guidelines
 Booking details can be captured against an enquiry already created in the system
 Details of the booking to be entered in confirmation with the customer
 A booking confirmation receipt with customer signature to be maintained in customer file
for every booking

50
 Process Steps
 Select Car Configuration and generate customer’s wish list
 If the quotation already exists in the system, open the quotation from the enquiry details
and select edit option
 Confirm information on choice model, color and variant
 Enter / confirm details of GNA selected (refer to section ‘GNA Booking Process’)
 Enter / confirm details of Insurance (refer to section ‘Insurance Booking Process’)
 Enter / confirm details of Extended Warranty (refer to section ‘Extended Warranty
Booking Process’)
 Enter and confirm details of My NEXA card (refer to section ‘My NEXA Card booking
process’)
 Enter / confirm details about registration charges and schemes & discount.
 Enter / confirm exchange details and source value of the car from the Exchange tab
 Explain the cost of vehicle to the customer
 Explain finance scheme along with EMI details (refer to section ‘Finance Process’)
 Generate the final quotation for the customer. Mail the final quotation to the customer
and also mentions quotation number in the booking Requisition format
 Confirm customer details and completely fill the Booking Requisition Form
 Enter and confirm tentative delivery date and fill in Booking Requisition Format
 Explain to the customer that all prices prevailing at the time of delivery would be
applicable
 Save details and email/ print the Booking Requisition Form (BRF)” and customer
signature on the form Main one
 Copy in the dealership file
 Generate customer booking in DMS, re-confirm all the information, submit the
information to the system
 Take printout of the booking Confirmation Receipt (BCR) and give a signed copy to the
customer. Also mail ac to
 The customer • On another copy of the BCR, take customer signature and maintain in
customer file a copy of signed BCR and
 If any change is made in the booking details, issue a new BCR to the customer and
maintain a signed copy new BCR in the customer file
 Inform customer about the documents required for purchase, finance and registration of
car as per the douches checklist.

51
 Research
Methodology

52
Research Methodology

In collecting requisite data and information regarding the topic selected. We went to various
outlets of NEXA and collected the data.

Survey Design:
Data were collected at a single point of time. Sample of population were selected on the basis of
convenience.

Sample Size and Design:

A sample of 120 people and 30 stores were taken on the basis of convenience. The actual
customers were contacted. The actual customers were contacted on the basis of random
sampling.

Research Period:
Research work is carried for 2 months

Research Instrument:
The work is carried out through face to face survey and self-administered questionnaires. The
questions offered were open ended, dichotomous and offered multiple choices.

Data Collection:
The data which is collected for the purpose of study is divided into 2 bases:

Primary Source
The data has been collected directly from respondent and with the help of structured
questionnaires.

Secondary Source:

53
The secondary information is gathered from online articles, books, websites, records, previous
report and researhes

Data Analysis:
The data is analyzed by using MS excel.

Research Techniques Used:

The research is conclusive and hence, quantative in nature. Under conclusive, descriptive
research design has been applied and under descriptive research, we have adopted personal
interviewing type of survey method.

Conclusive RD (Quantative)

Conclusive RD (Quantative)

Survey

Personal Interviewing

54
Data Analysis &
Interpretation

55
 DATA ANALYSIS INTERPRETATION

Q. AGE

AGE

8% 2%
20 -30
17% 30 -40
40 - 50
50 - 60
73% 60+

Here we observe that most of the customers in the survey were aged within 20 to 30 years with
75%

Q. GENDER

GENDER

8%

MALE
FEMALE

92%

56
Here we observe that most of the customers in the survey were males with 92%

Q. Occupation?

Occupation?

12%

Job
46% Business
23%
Emplpyment
Profession

19%

Not to be disclosed

Q. Have you owned a Maruti car before?

Have you owned a Maruti car

before?

25%
YES
NO

75%

Here we observe that most of the customers in the survey had owned a Maruti car before with
75%.

57
Q. Do you view Maruti Suzuki as a budget offering?

Do you view Maruti Suzuki as a

budget offering?

8%

YES
NO

92%

Here we observe that most of the customers in the survey view Maruti Suzuki as a budget
offering with 92%

Q. Do you view Nexa as premium car brand?

Q. Do you view Nexa as Premium car

brand?

17%

YES
NO

83%

Here we observe that most of the customers in the survey view Nexa asa premium car with 83%.

58
Q. How familiar are you with NEXA?

How familiar are you with Nexa?

2%
15%
25%

58%

Not at all Familiar Slightly Slightly Familiar

Moderately Familiar Extremely Familiar

Here we observe that most of the customer under the survey were moderately aware about Nexa.

Q. Which Promotional Media influenced you to try NEXA?

Q. Which Promotional Media

influenced you to try Nexa?

36% Print Media Digital

Degital Media
Word of Mouth
64% Other

Here we observe that most of the customer under the surveywere influenced by word of mouth
about Nexa.

59
Q. Reason for your choice of NEXA Car?

Q. Reason for your choice of Nexa car?

17%
Features
50% Premim Experince

33% Brand Name

Here we observe that most of the customer under the survey chose Nexa because of the premium
Experience

Q. If not NEXA then which brand for similar segment cars?

Q. If not NEXA then which brand for similar

segment cars?

4%
21%
Hyundai
Tata
8% Volkdwagen

50% Honda
Others
17%

Here we observe that most of the customer under the survey found their overall experience with
Nexa New and Premium.

60
Q. According to you what are the areas of improvement is needed?

According to you what are the areas of

improvement is needed?
0%

13%
31%
Particuler
Service
Behavior of salesmen
40% Customer care
16% Other

After analysis we can say that customers are not get many services of company as they expected.
So dealer should be improve that services. So it will beneficial to improve customer
relationships.

61
FINDINGS

62
 FINDING

 The demand for the diesel variant is more for most of the models but the firm has limited
number of the models having diesel variants. The customers are also looking for the gas
models which will be suitable for LPG and CNG. So the firm should think for the diesel
and gas variants.

 Most of people think Maruti Suzuki pricing are economical so they are loyal to his brand.
While other people give emphasis to the after sale service. Quality and other features are
also a trait for the buyers.

 There is large no of customer's are satisfied with the performance of the car, data is
concerned with those customers who are the existing customers of Maruti Suzuki and
data is also concerned with new customers.

 Servicing comes in after sales services, dealer provides this services to customers so there
is necessary for dealer to provide the vehicle at the promised time because it makes the
relationship better with the customers.

 There should be good relation between customer and dealer because it helps to increase
the sales of company and also helpful for making the customer relationship management.

 There is important to know the after sales services of the company it shows the customers
satisfaction and also shows the customer relationship management.

63
Suggestions

64
 Suggestion

To conclude, it can be said that PERFECT Automobiles has created its image in a very
short period in Rajkot. PERFECT is the Best dealer of Maruti Suzuki. It is attracting the
customers with its good services. Most of the customer satisfied by buying the Maruti car from
PERFECT automobiles. This satisfaction can be concluded by the response of customer in the
questionnaires. Day by day Maruti Suzuki is improving his reputation to other Automobile
Company. The comparison chart and survey report in this training report can recognize this.

 There should be more staff having experience of automobile sector.

 There should be more efficient planning for satisfying customer needs.

 Attractive offers should be given time to time, to increase customer's interests

 There should be easy process of car servicing.

65
Conclusion

66
 CONCLUSION

From the research it has been found that most of the respondents associate NEXA with its parent
brand- Maruti Suzuki. However, the parent brand does shed its good reliability on NEXA.

To conclude, the result shows that it is a true fact if you are satisfied you recommend to others.
Word of mouth and customer satisfaction play a very important role in determine market
perception about an automobile.

It is the market perception that determines the success of a company so it is very important for a
car manufacturers to measure the willingness of existing users of a product to recommend it to
others.

The factors that were taken into consideration are age, gender, previously owned car, budget
offering, overall experience, familiarity, promotional media and reason for choice. All this
determine the driving motive behind effective demand of the car.

With better understanding of customer’s motivation, company can determine the actions required
to meet the customer’s needs. They can identify their own strengths and weakness where they
stand in comparison to their competitors, chart out the path of future progress and improvement.
Customer satisfaction measure helps to promote an increased focus on customer outcomes and
stimulate improvements in the work practices and processes.

67
 Learning from the project

As per the analysis shows, that the most of the customers in the survey view Nexa as a premium
car and Maruti Suzuki as budget offering. This seems to be the most important reason for buying
a car. Similarly word of mouth, premium experience and overall experience with Nexa new and
premium add to the motives of buying a car.

The study shows the consumer motivation is something which starts building with the brand
personality before the car is purchased and goes on with its use and reflected in the
recommendations, the customer makes to his acquaintances for the same car.

68
Bibliography /
References

69
Bibliography

www.nexa.com

www.marutisuzuki.com

www.economictimes.indiatimes.com/industry/auto/news/passenger-vehicle/cars/maruti-

suzuki-launches-nexa-a-new-dealership-network-for-premium-cars/articleshow/48105609.cm

http://autocarindia.com/car-news/maruti-suzukis-nexa-crosses-1-million-sales-milestone- 42241

http://business-standard.com/article/companies/maruti-suzuki-nexa-range-gets-over-1-1-lakh-
bookings-in-6-months-122012901004_1.html

http://businesstoday.in/sectors/auto/maruti-suzuki-nexa-indias-largest-pre

70
ANNEXURE

71
Q1. AGE

a) 20 -30 b) 30 -40

c) 40 -50 d) 50 - 60

Q2. GENDER

a) Male

b) Female

Q3. Occupation?

a) Job b) Business

c) Employment d) Profession

Q4. Have you owned a Maruti car before?

a) YES

b) NO

Q5. How familiar are you with NEXA?

a) Not at all Familiar Slightly b) Slightly Familiar

c) Moderately Familiar d) Extremely Familiar

72
Q6. Have you owned a Maruti car before?

a) YES

b) NO

Q.7. Do you view Maruti Suzuki as a budget offering?

a) YES

b) NO

Q8. Do you view Nexa as premium car brand?

a) YES

b) NO

Q9. Which Promotional Media influenced you to try NEXA?

a) Print Media b) Digital Media

C) Word of Mouth e) Other

Q10. Reason for your choice of NEXA car ?

a) Features b) Premium Experice

C) Brand Name d) Other

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Q11. If not NEXA then which brand for similar segment cars?

b) Hyundai b) TATA

c) Volkswagen d) Honda e) Other

Q12. According to you what are the areas of improvement is needed?

a) Particular b) Service
c) Behaviour of Sales Manager e) Customer Care
d) Others

74