A FUNCTIONAL SPECIALIZATION PROJECT REPORT ON

“PROJECT TOPIC NAME ”.

Submitted In Partial Fulfillment For The Award Of The Degree Of Master

Of Management Studies (MMS)

(Under University Of Mumbai)

SUBMITTED BY

(STUDENT NAME)

(ROLL NO:)

SEMESTER Ⅳ

UNDER THE GUIDENCE OF

(NAME)

SUBMITTED TO

VIGHANAHARTA TRUST

SHIVAJIRAO S. JONDHLE COLLEGE OF ENGINEERING AND

TECHNOLOGY, ASANGAON.

20-20
 CERTIFICATE

This is to certify that PROJECT TOPIC NAME

Is successfully completed by STUDENT NAME

During the semester iv, in partial fulfillment for the award of the degree of master of
management studies recognized by the University of Mumbai for the academic year 20- 20.
Through COLLEGE NAME

This project work is original and not submitted to any other university or institute for the
award of any degree/diploma.

PROJECT GUIDE PRINCIPAL

NAME NAME .
 DECLERATION

I Am STUDENT NAME in M.M.S. Hereby Declare That, I Have Done a Project report on
“ PROJECT TOPIC NAME

As Required By University Rules, I State That The Work Presented In This Thesis Is
Original In Nature And To The Best My Knowledge, Has Not Been Submitted So Far To
Any Other University.

Name:

Roll No: Signature of Student

 ACKNOWLEDGEMENT

It gives me an immense pleasure to present this project of PROJECT TOPIC NAME

First & foremost, I thank our principal NAME for giving me an opportunity to
present this project.

I would like to take the privilege to thank our Professors. I specially thank my
PROJECT GUIDE NAME guiding me throughout this project. I appreciate him for the
value support which encourages me to achieve my best. His willingness to motivate me
contributed tremendously to my project.

I thank all those people who helped me to collect information. Also I would like to
thank our librarian for rendering us books as & when we needed. I thank all our faculties, my
friends and my colleagues.

Lastly, I would like to thank my parents who provided me immense strength &
continuously encouraged me to prepare this project.
 TABLE OF CONTENT

SR. NO. CONTENT PAGE NO.

1 INTRODUCTION 1-10

2 COMPANY PROFILE 11-24

3 OBJECTIVES OF STUDY 25-26

4 LITERATURE REVIEW 27-30

5 RESEARCH METHODOLOGY 31-32

6 DATA INTERPRETATION 33-34

7 FINDINGS 55-56

8 LIMITATIONS 57-58

9 CONCLUSION 59-60

10 BIBLIOGRAPHY 61-62

11 QUESTIONNAIRE 63-67

12 IMAGES 68-69
 CHAPTER 1

INTRODUCTION

1
 INTRODUCTION

In the contemporary business landscape, the advent of social media has revolutionized
marketing strategies across industries. Among the pioneers harnessing the power of social
media to augment their brand presence and engage with consumers is Maruti Suzuki, one of
India's leading automobile manufacturers. With an illustrious history spanning decades,
Maruti Suzuki has adeptly adapted to the digital era, leveraging social media platforms to
amplify its marketing efforts and foster deeper connections with its target audience.

The emergence of social media platforms such as Facebook, Twitter, Instagram, and
LinkedIn has ushered in a paradigm shift in the way businesses communicate, advertise, and
interact with customers. Maruti Suzuki, recognizing the immense potential of these platforms
as catalysts for brand visibility and customer engagement, has strategically integrated social
media into its marketing arsenal.

Social media marketing enables Maruti Suzuki to transcend geographical barriers and reach a
vast audience with tailored content that resonates with diverse demographics. By curating
compelling campaigns, sharing engaging content, and initiating meaningful conversations,
Maruti Suzuki cultivates a vibrant online community that not only promotes brand loyalty but
also serves as a valuable source of feedback and insights.

Furthermore, social media platforms serve as dynamic hubs for consumer research and trend
analysis, enabling Maruti Suzuki to glean actionable intelligence and adapt its marketing
strategies in real-time. By monitoring conversations, analyzing sentiment, and tracking
engagement metrics, Maruti Suzuki gains invaluable insights into consumer preferences,
market trends, and competitive dynamics, empowering the company to stay agile and
responsive in an ever-evolving marketplace.

Moreover, social media marketing offers Maruti Suzuki unparalleled opportunities for
targeted advertising and personalized communication. Through sophisticated targeting
algorithms and data analytics, Maruti Suzuki can tailor its messaging to specific audience
segments, ensuring maximum relevance and impact. Whether it's promoting new product
launches, announcing special offers, or soliciting customer feedback, Maruti Suzuki can
precision-target its communications to drive desired outcomes and foster deeper connections
with consumers.

2
In addition to amplifying brand visibility and driving sales, social media marketing enables
Maruti Suzuki to humanize its brand and cultivate authentic relationships with customers. By
showcasing the human faces behind the brand, sharing behind-the-scenes glimpses, and
responding promptly to customer queries and concerns, Maruti Suzuki imbues its social
media presence with warmth, authenticity, and approachability, thereby forging emotional
bonds that transcend transactional interactions.

Furthermore, social media marketing serves as a potent tool for brand advocacy and word-of-
mouth amplification. Through user-generated content, influencer partnerships, and viral
campaigns, Maruti Suzuki can harness the collective power of its online community to
amplify its brand message and extend its reach far beyond traditional marketing channels. By
empowering customers to become brand ambassadors and advocates, Maruti Suzuki
cultivates a virtuous cycle of engagement and loyalty that propels its brand forward in the
digital age.

Social media marketing is the use of social media platforms and websites to promote a
product or service. Although the terms e-marketing and digital marketing are still dominant in
academia, social media marketing is becoming more popular for both practitioners and
researchers. Most social media platforms have built-in data analytics tools, enabling
companies to track the progress, success, and engagement of social media marketing
campaigns. Companies address a range of stakeholders through social media marketing,
including current and potential customers, current and potential employees, journalists,
bloggers, and the general public.

On a strategic level, social media marketing includes the management of a marketing

campaign, governance, setting the scope (e.g. more active or passive use) and the
establishment of a firm's desired social media "culture" and "tone".

When using social media marketing, firms can allow customers and Internet users to post
user generated content (e.g., online comments, product reviews, etc.), also known as "earned
media", rather than use marketer-prepared advertising copy.Social media marketing (also
known as digital marketing and e-marketing) is the use of social media—the platforms on
which users build social networks and share information—to build a company's brand,
increase sales, and drive website traffic. In addition to providing companies

3
with a way to engage with existing customers and reach new ones, SMM has purpose-built
data analytics that allows marketers to track the success of their efforts and identify even
more ways to engage.

Within 18 years, from 2004 (when MySpace became the first social media site to reach one
million users) to 2022, the dramatic growth of interactive digital channels took social media
to levels that challenge even the reach of television and radio.

1 At the start of 2023, there were 4.76 billion social media users globally—over 59% of the
world's population.

2 Social media marketing is the use of social media platforms to connect with your audience
to build your brand, increase sales, and drive website traffic. This involves publishing great
content on your social media profiles, listening to and engaging your followers, analysing
your results, and running social media advertisements.

The major social media platforms (at the moment) are Facebook, Instagram, Twitter,
LinkedIn, Pinterest, YouTube, and Snapchat. There are also a range of social media
management tools that help businesses to get the most out of the social media platforms
listed above. For example, Buffer is a platform of social media management tools, which can
help you achieve success with your social media marketing. Whether you want to build a
brand or grow your business, we want to help you succeed.

4
MEANING OF SOCIAL MEDIA MARKETING:

Social media marketing refers to the use of social media platforms to promote a product,
service, or brand. It involves creating and sharing content on social media networks, engaging
with followers, and utilizing various strategies to increase brand visibility, reach, and
engagement. The goal is to connect with target audiences, build relationships, drive traffic,
and ultimately achieve marketing objectives such as sales or brand awareness.

DEFINITION:

Social media marketing is the use of social media platforms to connect with audiences to
build the company's brand, increase sales and drive website traffic.

5
THE IMPACT OF SOCIAL MEDIA MARKETING

The impact of social media marketing is vast and multifaceted, influencing various aspects of
businesses and individuals' lives. Here are some detailed points on its impact:

1. Increased Brand Awareness:

Social media provides a platform for businesses to showcase their brand identity, values, and
offerings to a wide audience. Consistent and engaging content can increase brand visibility
and recognition.

2. Enhanced Customer Engagement:

Social media allows direct interaction with customers through comments, messages, and
posts. This engagement fosters stronger relationships, builds trust, and enables businesses to
address customer concerns or inquiries promptly.

3. Targeted Advertising:

Social media platforms offer sophisticated targeting options based on demographics,

interests, behaviour, and more. This enables businesses to reach specific audiences with
relevant content, increasing the likelihood of conversion.

4. Drive Website Traffic:

Social media serves as a gateway to business websites and online stores. By sharing links and
engaging content, businesses can drive traffic to their websites, leading to potential
conversions and sales.

5. Improved Customer Insights:

Social media platforms provide valuable data and analytics on user behaviour, engagement
metrics, and demographics. This information helps businesses understand their audience
better, refine their marketing strategies, and tailor content to meet customer preferences.

6. Cost-Effective Marketing:

Compared to traditional advertising channels, social media marketing often offers a higher
return on investment (ROI). Many social media platforms provide free organic reach, and

6
paid advertising options are typically more affordable and measurable than traditional
advertising methods.

7. Brand Loyalty and Advocacy:

Building a strong presence on social media can cultivate brand loyalty among customers. By
consistently delivering valuable content and engaging with followers, businesses can turn
customers into brand advocates who promote their products or services to their networks.

8. Influence on Purchasing Decisions:

Social media influences consumer purchasing decisions through product reviews,

recommendations, and user-generated content. Positive interactions and social proof on social
media can sway potential customers towards making a purchase.

9. Global Reach:

Social media transcends geographical boundaries, allowing businesses to reach international

audiences with minimal effort. This global reach opens up new markets and opportunities for
expansion.

10. Crisis Management and Reputation Building:

Social media provides a platform for businesses to address crises and manage their
reputation effectively. Prompt responses to negative feedback or public relations issues can
help mitigate damage and maintain trust with customers.

Overall, the impact of social media marketing is significant, shaping brand perception,
driving sales, and transforming how businesses interact with their audiences in the digital
age.

7
However, alongside these benefits, social media marketing also presents challenges and
potential negative impacts, including:

1. Misinformation and Fake News:

The rapid spread of information on social media can facilitate the dissemination of
misinformation and fake news, damaging a brand's reputation and eroding trust among
customers.

2. Customer Backlash and Negative Publicity:

Missteps or controversial content on social media can lead to backlash from customers and
the public. Negative publicity on social media can quickly escalate, causing reputational harm
and affecting customer perception of the brand.

3. Privacy Concerns:

Collecting and utilizing customer data on social media raises privacy concerns and regulatory
compliance issues. Businesses must ensure that they handle customer data responsibly and
transparently to maintain trust and compliance with privacy regulations.

4. Algorithm Changes and Organic Reach:

Social media algorithms frequently change, affecting the visibility of organic content.
Businesses may find it challenging to maintain consistent visibility and engagement without
investing in paid advertising or adapting their strategies to algorithm changes.

8
BENEFITS OF SOCIAL MEDIA MARKETING

1. Increased exposure:
Now days the importance of Social Media Marketing have increased. Consumers and
Marketers are using the Social Networking too much. The exposure increased now
days which is showing 92%.

2. Increased Traffic:
With the introduction of web based marketing the users are increasing day by day.
The research says that consumers and even marketers using social networking sites
too much and due to that sites the traffic has increased day by day which is showing
the research that traffic increased up to 80%.

3. Develops Loyal Fans:

Brand Loyalty is another is most important advantage of social networking sites.
Taking an example if a consumer is satisfied with any product he or she will never go
to any other company to buy the product. This creates brand loyalty.

4. Provided Marketplace insight:

A social networking site provide information about product and is available clearly.
That means its Features, Functions, Price etc. Consumers will get full information
about product only on websites and customers don’t have to go to anywhere. The
result shows that 72% customers agreed that social networking sites are providing
marketing insights.

5. Generated Leads:
There are various different ways to lead generation. Most of the social networking
sites generate leads for product and services. For example A blog give as hub for
customers engagement. No doubt Face Book is also important source, so in short it is
generated leads.

9
6. Reduced Marketing Expenditure:

Trading method of selling the product is too costly. As business man needs salesman, office
and many more requirement. But now a days social networking sites are user friendly and
anybody can use the social media at any time and even businessman can do the advertisement
on social media site very cheaply.

7. Improved Search Rankings:

Most of the customers are now spending hours even more than watching television too. And
what curiosity they get as social networking sites are the search engines. With the help of
social networking the ranks is given to products on the basis of feedback given by the
customer online.

10
 CHAPTER 2

COMPANY PROFILE

11
 COMPANY PROFILE

Maruti Suzuki India Limited (formerly Maruti Udyog Limited) is the Indian subsidiary of
Japanese automaker Suzuki Motor Corporation. As of September 2022, the company had a
leading market share of 42% in the Indian passenger car market. The Government of India
established Maruti Udyog Limited in February 1981 as a joint venture with Suzuki Motor
Corporation as a small partner. In 1982, Maruti opened its first production facility in
Gurugram, Haryana, India.

The Government of India partially departed the business in 2003 and then sold all of its
remaining shares to Suzuki Motor Corporation in 2007.

Industry: Automobile

Founded: 24 February 1981; 43 years ago.

Founder: Government of India

Headquarters: New Delhi, India.

12
VISION & MISSION

VISION:

To be recognized as a leading organization that values Customers’ needs and provides

motoring solutions with strong customer care.

MISSION:

 Develop products of superior value by focusing on the customer.

 Establish a refreshing and innovative company through teamwork.
 Strive for individual excellence through continuous improvement.

13
 HISTORY

On Jan 24th, 1981, the Government of India founded Maruti Udyog Limited with the help of
Suzuki Motors Corporation (which was a minor partner in the company at that time), only to
become the license holder of Suzuki and a formal Joint Venture Partner in the August
2021. The first manufacturing factory or plant of the Maruti Udyog Limited was established
in the same year (1981) in Gurugram, Haryana.

Pre-Suzuki affiliation

The Maruti name can be traced back to a previous company that was established by the third
Indian Prime Minister Indira Gandhi's son, Sanjay Gandhi. In the early 1970s, the Indian
government initiated the search for a small car manufacturer. At that time, India had already
been manufacturing cars for several years, and the idea of a more affordable "people's car"
had been discussed since the 1950s.Sanjay Gandhi, known for his passion for cars,
apprenticed with Rolls-Royce in Crewe, UK for three years. Upon his return in 1968, he
recognized the potential of small car production in the private sector. Both the government
and the Planning Commission endorsed the concept. Sanjay Gandhi subsequently initiated his
automotive project, establishing operations in a rented garage near Roshanara Bagh in Old
Delhi. Contrary to the previous belief, later revelations indicated he had earned only a
relatively minor qualification in mechanical engineering.

The government issued a letter of intent in September 1970, which allowed Sanjay to produce up
to 50,000 cars in a year. In August 1971, Maruti Motors Limited was established with Sanjay
Gandhi becoming its first managing director. He acquired 297 acres of land in Gurgaon at a
cost of approximately Rs 12,000 per acre to establish his Maruti factory. Initially, plans were
laid out to manufacture an indigenous car priced at around Rs 8,000. However, the cost of the
vehicle escalated to approximately Rs 16,500 (ex-showroom) and about Rs 21,000 on the
road in Haryana. Despite the increase in price, the Maruti car remained competitively priced,
being Rs 5,000-10,000 cheaper than its counterparts.

14
Tie-up with Suzuki

Following Sanjay's death, his mother Indira tasked Arun Nehru with evaluating the feasibility
of resurrecting her son's vision to develop India's affordable car. Nehru acknowledged the
project's potential but emphasised the need for expertise from an experienced manufacturer.
Subsequently, a team was assembled to explore potential collaborations with manufacturers
globally.

The Indian government started engaging in negotiations with Suzuki in April 1982.
Following several months of preparations, Suzuki of Japan and Maruti Udyog Ltd. signed a
license and joint venture agreement in October 1982. Initially, Suzuki acquired a modest 26%
stake in the joint venture, owing to their constrained capital and perceived risks, despite the
Indian government's preference for Suzuki to take a 40% foreign equity share. Both parties
reached a consensus, stipulating that Suzuki would increase its stake to 40% after five years.
Maruti was granted permission to import two Suzuki vehicles that were completely
assembled in the first two years of India's closed market, with an initial target of using just
33% domestic components. This greatly displeased the nearby manufacturers. There were
some worries that the Indian market wouldn't support Maruti Suzuki's relatively high
production levels, and the government even considered changing the petrol tariff and
decreasing the excise fee to increase sales.

15
TOP 5 CARS OF MARUTI SUZUKI IN 2023:

1. Maruti Brezza

The Maruti Brezza is a stylish compact SUV that has made a huge impact on the Indian
market. Its sturdy and adventurous front grille and sharp LED headlamps give it an imposing
presence on the road. The Brezza is powered by a 1.5L petrol engine that produces 102 bhp
and 136 Nm of torque. It is available in both manual and automatic transmission options,
making it a great choice for both city and highway driving. The car comes with features like
wireless Android Auto and Apple CarPlay, ABS and EBD, AC with automatic climate
control, and automatic headlamps. The Brezza also boasts a mileage of 20 km/l, making it an
economical option for daily use.

Ex-showroom price (Delhi): ₹9.28 lakh

onwards. Used car price: ₹6.25 lakh onwards

16
 2. Maruti Grand Vitara.

The Maruti Grand Vitara is a stylish and powerful SUV that is designed for adventure
seekers. Available in both petrol and CNG variants, this car delivers a maximum power
output of 91 bhp (petrol) and 86 bhp (CNG), making it a great car for off-roading and long
drives. The car's 1490 cc engine provides ample power and the manual and automatic
transmission options ensure a smooth driving experience. The Grand Vitara also comes
equipped with features such as power steering, power windows front, anti-lock braking
system, air conditioner, driver and passenger airbags, automatic climate control, alloy wheels,
and a multifunction steering wheel, making it a well-rounded package for adventure
enthusiasts.

Ex-showroom price (Delhi): ₹10.45 lakh onward

Used car price: ₹8 lakh onwards.

17
3. Maruti Suzuki Jimny

Jimny –Designed For Purity Of Function The ability to power through the roughest terrains is
embedded in the Jimny's DNA. Its simplicity has been instrumental in driving people to the
extraordinary and back.

Maruti Jimny price starts at ₹ 12.74 Lakh and top model price goes upto ₹ 14.95 Lakh.
Jimny is offered in 6 variants - the base model of Jimny is Zeta and the top model Maruti
Jimny Alpha Dual Tone AT.

The Jimny will be available in 2 variants: Zeta and Alpha. Both will get 4x4 but have some
regular differentiating factors like wheels, head and fog lamps and features like touchscreen,
push-button start-stop and automatic AC. We expect the Jimny to be priced in the range of Rs
11-14.5 lakh ex-showroom. Above it, it will get harder to justify its value.

18
 4. Maruti Suzuki Invicto:

Maruti Invicto is a 7, 8 seater hybrid MUV car. Maruti Invicto Price starts from ₹ 25.21 Lakh
& top model price goes upto ₹ 28.92 Lakh. This model is available with 1987 cc engine
option. This car is available in Petrol option with Automatic transmission.

Maruti Suzuki launched the Invicto in India with prices starting at Rs. 24.79 lakh (ex-
showroom). Available in two variants, namely, Zeta Plus and Alpha Plus, Maruti recently
added a new safety feature -rear seat belt reminder, to the Zeta Plus variant. This addition has
increased its price by Rs. 3,000.

19
 6. Maruti Suzuki Fronx:

It is available in 14 variants, with engine options ranging from 998 to 1197 cc and a choice of
2 transmissions: Manual and Automatic. Fronx comes with 6 airbags. Maruti Fronx has a
ground clearance of 190 mm and is available in 10 colours. Users have reported a mileage of
20.01 to 28.51 kmpl for Fronx.

The price of Maruti Fronx, a 5 seater Compact SUV, ranges from Rs. 7.51 - 13.04 Lakh.

20
OTHER SERVICES THAT PROVIDED BY MARUTI SUZUKI

Maruti Insurance

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

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

Maruti Finance

To promote its bottom line growth, Maruti Suzuki launched Maruti Finance in January 2002.
Prior to the start of this service Maruti Suzuki had started two joint ventures Citicorp Maruti
and Maruti Countrywide with Citi Group and GE Countrywide respectively to assist its client
in securing loan. Maruti Suzuki tied up with ABN Amro Bank, HDFC Bank, ICICI Limited,
Kotak Mahindra, Standard Chartered Bank, and Sundaram to start this venture including its
strategic partners in car finance. Again the company entered into a strategic partnership with
SBI in March 2003. Since March 2003, Maruti has sold over 12,000 vehicles through SBI-
Maruti Finance. SBI-Maruti Finance is currently available in 166 cities across India.

Citicorp Maruti Finance Limited is a joint venture between Citicorp Finance India and Maruti
Udyog Limited its primary business stated by the company is "hire-purchase financing of
Maruti Suzuki vehicles". Citi Finance India Limited is a wholly owned subsidiary of Citibank
Overseas Investment Corporation, Delaware, which in turn is a 100% wholly owned
subsidiary of Citibank N.A. Citi Finance India Limited holds 74% of the stake and Maruti
Suzuki holds the remaining 26%. GE Capital, HDFC and Maruti Suzuki came together in
1995 to form Maruti Countrywide. Maruti claims that its finance program offers most
competitive interest rates to its customers, which are lower by 0.25% to 0.5% from the
market rates.

21
Maruti TrueValue

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

Maruti Accessories

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

Maruti Suzuki Driving School

A Maruti Driving School in Chennai As part of its corporate social responsibility Maruti
Suzuki launched the Maruti Driving School in Delhi. Later the services were extended to
other cities of India as well. These schools are modelled on international standards, where
learners go through classroom and practical sessions. Many international practices like road
behaviour and attitudes are also taught in these schools. Before driving actual vehicles
participants are trained on simulators.

22
SOCIAL MEDIA MARKETING USED BY MARUTI SUZUKI:

Maruti Suzuki primarily utilizes a mix of social media marketing strategies, including content
marketing, influencer collaborations, and targeted advertising. They create engaging content
related to their products, promotions, and events to connect with their audience on platforms
like Facebook, Instagram, Twitter, and YouTube. Additionally, they might partner with
influencers or celebrities to amplify their brand message and reach a wider audience. Their
advertising efforts are likely targeted based on demographics, interests, and behaviours to
maximize effectiveness.

Maruti Suzuki employs a comprehensive social media marketing approach that incorporates
various strategies to engage with their audience and promote their brand effectively. Here's a
more detailed breakdown:

1. Content Marketing:

Maruti Suzuki creates and shares diverse content on social media platforms such as
Facebook, Instagram, Twitter, and YouTube. This content includes product features,
customer testimonials, behind-the-scenes looks, user-generated content, and lifestyle posts.
They tailor their content t

o resonate with their target audience, focusing on topics such as affordability, reliability, fuel
efficiency, and technological innovations.

2. Influencer Collaborations:

Maruti Suzuki collaborates with influencers, including automotive enthusiasts, lifestyle

bloggers, and celebrities, to amplify their brand message and reach a broader audience. These
influencers create sponsored content featuring Maruti Suzuki vehicles, test drives, reviews,
and lifestyle integration, which helps in building credibility and trust among their followers.

3. Targeted Advertising:

Maruti Suzuki utilizes targeted advertising on social media platforms to reach specific
demographics, interests, and behaviours. They leverage demographic data such as age,
location, gender, and interests to tailor their ads to relevant audiences, ensuring maximum
engagement and conversion.

23
4. Customer Engagement:

Maruti Suzuki actively engages with its audience on social media by responding to
comments, messages, and mentions promptly. They encourage user-generated content by
organizing contests, challenges, and campaigns that encourage customers to share their
experiences with Maruti Suzuki vehicles.

5. Brand Building:

Maruti Suzuki uses social media platforms to build and reinforce its brand image by
sharing stories, values, and corporate social responsibility initiatives. They showcase their
commitment to innovation, sustainability, and community welfare through engaging and
informative content.

Overall, Maruti Suzuki's social media marketing strategy is multi-faceted, aiming to create
meaningful connections with its audience, drive brand awareness, and ultimately, generate
leads and sales. By leveraging a mix of content, influencers, targeted advertising, and
customer engagement, they effectively navigate the digital landscape to promote their
products and services.

24
 CHAPTER 3

OBJECTIVES OF STUDY

25
 OBJECTIVES OF STUDY

 To evaluate different social media platforms for marketing of Maruti Suzuki India
Ltd.
 To determine the reasons behind adopting social media marketing in Maruti Suzuki
India Ltd.
 To analyse the impact of social media marketing on brand awareness in Maruti
Suzuki India Ltd.

26
 CHAPTER 4

LITERATURE REVIEW

27
 LITERATURE REVIEW

1. Brendan James Keegan and Jennifer Rowley (2017) contributes to knowledge regarding
social media marketing strategy by developing a stage model of SMM evaluation and
uncovering the challenges in this process. The research paper has developed a Social Media
Marketing Evaluation framework. This framework has the following six stages: setting
evaluation objectives, identifying key performance indicators (KPIs), identifying metrics,
data collection and analysis, report generation and management decision making. Moreover,
the paper also identifies and discusses challenges associated with each stage of the
framework with a view to better understanding decision making associated with social media
strategies. Two key challenges depicted by the study are the agency-client relationship and
the available social analytics tools.

2. Rodney Graeme Duffett (2017) examines the influence of interactive social media
marketing Communications on teenagers‟ cognitive, affective and behavioural attitude
components in South Africa. The paper also studies the impact of a number of additional
factors such as usage (access, length of usage, log-on frequency, log-on duration and profile
update incidence) and demographic (gender, age and population group) variables on young
consumers‟ attitudes toward social media marketing communications. The study ascertained
that social media marketing communications had a positive influence on each attitude
component among adolescents, but on a declining scale, which correlates to the purchase
funnel model. Thus, this investigation also makes an important contribution to attitudinal
research in developing countries, where there is a lack of research in social media marketing
communications. The practical implication n of the study is that the companies and their
brands should consider using and/or adapting their strategies based on the declining impact of
social media marketing communications on the hierarchical attitude stages among young
consumers and the divergent influence on usage and demographic variables when targeting
the lucrative and technologically advanced, but capricious, Generation Z consumers.

3. Priyanka P.V and Padma Srinivasan (2015) in her research study identified various factors
that determine the purchase of a product using social media from a customer's point of view.
A model from the retailer's perspective has been developed that explains how social media
can be used for increasing customer loyalty. The study concludes that continuous customer
support services will result in improvement of customer retention. New applications and

28
social platforms will flourish and allow even greater personalization and real-time, location-
based engagements in media.

4. In a recent case study by Christopher Ratcliff (2014) on a global organization that appears
to have mastered its social media strategy, Ford. In his blog, he explains how Ford has
included the key success elements in its strategy including customized posts, user
connectivity through tone of voice and perhaps most importantly, a social media team that
reads and responds to every single comment made by followers. However, it is worth noting
that Ford has worked out what works for its own business, and this exact strategy may not
necessarily drive the same achievement for different organizations.

5. Ates Bayazıt Hayta (2013) in their research paper ―A study on the of effects of social
media on young consumers' buying behaviours‖ determines the effects of social media
networks on purchasing behaviours of young consumers. The study results indicate that
social media tools directly effects the purchasing behaviours of consumer, depending upon
their age group and educational status.

6. Benjamin Ach (2013) in their bachelor thesis highlighted the evolution of the marketing
strategies of businesses and more specifically of their communication strategies, with the
important rise of social media influence, which is changing the way people, get informed as
well as their purchasing decision process. This research underlined the fact that businesses,
small or big sized, have to get online and to use social media and to adapt their business
models if they want to stay on top of the competition on their markets. The research is
supported by a case study of an Australian internet marketing company, in order to get
valuable insights from internet marketing experts.

7. Robert V. Kozinets, Kristine de Valck, Andrea C. Wojnicki and Sarah J. S. Wilner (2010)
reviewed and synthesized extant WOM theory. This article shows how marketers employing
social media marketing methods face a situation of networked coproduction of narratives. It
then presents a study of a marketing campaign in which mobile phones were seeded with
prominent bloggers. Eighty-three blogs were followed for six months. The findings indicate
that this network of communications offers four social media communication strategies—
evaluation, embracing, endorsement, and explanation. Each is influenced by character
narrative, communications forum, communal norms, and the nature of the marketing
promotion. This new narrative model shows that communal WOM does not simply increase
or amplify marketing messages; rather, marketing messages and meanings are systematically

29
altered in the process of embedding them. The theory has definite, pragmatic implications for
how marketers should plan, target, and leverage WOM and how scholars should understand
WOM in a networked world.

8. Hensel and Deis (2010) have recommended that marketers must consider all possible
avenues to positively use social media to increase advertising and improve marketing. Before
implementing a specific social media strategy, the benefits, drawbacks, and challenges
associated with it must be addressed. The strategy must assist in facilitating the social media
inputs and discussions. In addition, social media strategies should also be used to track a
business presence online, and to make sure that clients are not degrading the branding
value.The Internet-based social media has made it possible for one person to communicate
with hundreds or even thousands of other people about products and the companies that
provide them on web. Thus, the impact of consumer to consumer communications has been
greatly increased.

30
 CHAPTER 5

RESEARCH METHODOLOGY

31
 RESEARCH METHODOLOGY

Research is a process in which the researcher wishes to find out the end results for a given
problem and thus the solution helps in future courses of action.

There are manly two types of research used for the research one is primary data and another
is secondary data.

The data will be collected using both by primary data collection methods as well as
secondary sources.

TYPES OF DATA:

1. PRIMARY DATA:

Primary data are those, which were collected afresh & for the first time and thus happen to be
original in character. The primary data is raw data which is collected first handed by the
researcher. However, there are many methods of collecting the primary data; all have not
been used for the purpose of this project i.e. Questionnaire, Observation, Interview.

2. SECONDARY DATA:

The secondary is a data which is already existed that is it is already collected by someone.
Secondary data is collected from previous researches and literature to fill in the respective
project. The secondary data was collected through Internet, Research Papers. Company
Broachers.

SAMPLE SIZE

The size of the representative sample is 60 only.

Sampling:

 The samples were selected in random way.

 It was collected through with the help of questionnaire.
 The data has been presented in the pie charts.
 The sample size of the project is limited to the 60 only.

32
 CHAPTER 6

DATA INTERPRETATION

33
 DATA INTERPRETATION

Data analysis and interpretation questionnaire was prepared for measuring the impact of
social media marketing on customer with reference to Maruti Suzuki India Pvt.Ltd The
primary data collected by sampling random sampling by using questionnaires was tabulated,
converted in to percentage and displayed both in table as well as by graphical representation
for analysis. The sample size taken for this survey is 60. The response was calculated in
percentage.

The questionnaire is prepared in easy language so that every responded can easily understand
and give responses.

34
Q 1.Which social media platforms do you believe has the highest potential reach for
Maruti Suzuki's target audience?

OPTIONS RESPONESES

Facebook 23%
Instagram 47%
Twitter 7%
YouTube 23%

23% 23%

Facebook
instagram
7% twitter
youtube

47%

Interpretation:

The above data shows that 47% people were saying that they think instagram is the highest
social media platform maruti Suzuki used to reach its target audience and 23% saying that
facebook and 23% saying youtube and 7% saying that twitter.

35
Q2. What do you think which platform provides the best tool for engaging with the
audience?

OPTIONS RESPONESES

Facebook 17%
Instagram 35%
Pinterest 35%
YouTube 13%

13% 17%

facebook
instagram
pinterest
youtube
35%
35%

Interpretation:

The above data shows that 35% of instargam and 35% of pinterest and the 17% facebook
and 13% of youtube provide best tool to engaging with the audience.

36
Q 3. Which platform offers you the most effective advertising options?

OPTIONS RESPONESES

Facebook 17%
Instagram 40%
youtube 36.7%
Twitter 7%

7%
17%

facebook
instgram
36%
youtube
twitter

40%

Interpretation:

The above data shows that the 40% of customers saying that instagram offers the most
effective advertising options to them and 36% were saying youtube and 17% of them saying
facebook and 7% saying its twitter.

37
Q4. Which platform does you think that allows for the highest level of visual content?

OPTIONS RESPONESES

Facebook 12%
Instagram 38%
youtube 32%
linkdln 18.3%

12%
18%

facebook
instagram
youtube
linkdln
38%
32%

Interpretation:

The above data shows that the 38% of customers thinks that the instagram is the platform
who allows the highest level of visual content and 32% saying youtube and 18% says linkdln
and 12% of saying facebook.

38
Q5. Which platform do you think that offers the most cost-effective advertising solutions
for Maruti Suzuki marketing budget?

OPTIONS RESPONESES

Facebook 28%
Instagram 34%
twitter 30%
Youtube 8%

8%

28%

facebook
30% instagram
twitter
youtube

34%

Interpretation:

The above data shows that the 34% customers think that instagram offers the most cost-
effective advertising solutions for Maruti Suzuki marketing budget and 30% twitter and
28% saying that facebook and 8% saying youtube.

39
Q 6. What drove the decision in incorporate social media marketing in Maruti Suzuki's
strategy?

OPTIONS RESPONESES
increasing in brand awareness 15%
engaging with customers directly 42%
driving sales and conversions 28%
all of the above 15%

15% 15%

increasing in brand awarenes

engaging with customers

directly
driving sales and conversion
28%
all of the above
42%

Interpretation:

The above data shows that the 42% customers saying that the engaging with customers
directly in incorporate social media marketing in Maruti Suzuki's strategy and 28% saying
that the driving sales and conversions and 15% increasing in brand awareness and 15% are
saying all of the above.

40
Q7. What do you think, how important is it for Maruti Suzuki to maintain an active
presence on social media platforms?

OPTIONS RESPONESES
Not Important At All 12%
Somewhat Important 45%

Moderately Important 36.%

Extremely Important 7%

7%
12%

not important at all

somewhat important
36%
moderately important
extremely important

45%

Interpretation:

The above data shows that the 45% customers thinks that somewhat important is it for
Maruti Suzuki to maintain an active presence on social media platforms and 36% says that
moderately important and 12% not important at all and 7% are saying that extremely
important.

41
Q8. What do you think which aspect of social media marketing is considered most
valuable by Maruti Suzuki?

OPTIONS RESPONESES
Building Brand Loyalty 17%
Monitoring Customer Feedback 40%
Influencing Purchasing Decisions 35%
Generating Leads 8%

8%
17%

building brand loyalty

monitoring customer feedback
35% influncing purchasing decision
generating leads

40%

Interpretation:

The above data shows that the 40% of customers thinks that monitoring customer feedback
aspect is most valuable for Maruti Suzuki and 35% says that the influencing purchasing
decision and 17% says that the building brand loyalty and 8% were says that the generating
leads.

42
Q9.What do you think what role dose social media play in Maruti Suzuki's overall
marketing strategy?

OPTIONS RESPONESES
Primary Driver Of Marketing Efforts 25%
Complementary To Traditional Marketing 44%
Channels
Not A Significant Aspect Of Marketing Strategy 23.3%
Unsure 8%

8%

25%
Primary driver of marketing
efforts
23% complementry to traditional
marekting channles
not a signifiant aspect
ofmarketing strategy
unsure

44%

Interpretation:

The above data shows that the 44% customers think that the social media plays
complementary to traditional marketing channels role in Maruti Suzuki and 25% says that the
primary driver of marketing efforts and 23% saying that the not a significant aspect or
marketing strategy and remaining 8% saying they are unsure.

43
Q10 How does Maruti Suzuki measure the effectiveness of its social media marketing
campaigns?

OPTIONS RESPONESES
Number Of Followers 12%
Engagement Metrics 45%
Conversion 28%
All Of The Above 15%

15% 12%

number of followers
engagement metrics
conversion
28% all of the above

45%

Interpretation:

The above data shows that the 45% customers thinks that the Maruti Suzuki measure the
effectiveness of its social media marketing campaigns with the engagement matrics and
28% thinks on conversion and 12% says number of followers and 15% says all of the
above.

44
Q11. What do you think what challenges has Maruti Suzuki faced in implementing social
marketing strategy?

OPTIONS RESPONESES
Maintaining Brand Consistency Across 20%
Platform
Dealing With Negative Feedback Or Reviews 44%

Adopting To Change In Algorithms And 28%

Platform Policies
All Of The Above 8%

8%
20%
maintaining brand consistency
across platform
dealing with nrgative feedback
28% or reviews
adopting to change in
algorithms and platform policies
all of the above

44%

Interpretation:

The above data shows that the 44% customers think dealing with negative feedback or
reviews are challenges has Maruti Suzuki faced in implementing social marketing strategy
and 28% adopting to change in algorithms and platform policies and 20% are saying
maintaining brand consistency across platform and 8% are saying all of the above.

45
Q.12 Challenges has Maruti Suzuki faced in implementing social marketing strategy?

OPTIONS RESPONESES
Responding To Inquiries And Complaints in 25%
Real-Time Providing Product
Information And Assistance 48%
Facilitating Test Drives And Booking 17%
All Of The Above 10%

10%
responding to inquiries and
complaints in realtime providing
25%
product
17% information and assistance

facilitating test drives and

booking

all of the above

48%

Interpretation:

The above data shows that the 48% of customers that information and assistance is
Challenges has Maruti Suzuki faced in implementing social marketing strategy 25%
responding to inquiries and complaints in real-time providing product and 17% facilitating
test drives and booking and 10% all of the above.

46
Q13. How often do you come across Maruti Suzuki's advertisement on social media
platforms?

OPTIONS RESPONESES
Daily 20%

Weekly 48%

Monthly 30%

rarely 2%

2%

20%

30%
daily
weekly
monthly
rarely

48%

Interpretation:

The above data shows that the 48% customers say that they weekly come across Maruti
Suzuki's advertisement on social media platforms and 30% are saying that monthly and
20% of saying that daily and 2% are saying rarely.

47
Q14 Which Maruti Suzuki models have you seen being promoted on social media?

OPTIONS RESPONESES
Swift 17%
Baleno 45%
vitara brezza 33%
ertiga 5%

5%
17%

Swift
33%
baleno
vitara brezza
ertiga

45%

Interpretation:

The above data shows that the 45% of customers says that the baleno of Maruti Suzuki
models have been seen by promoted on social media by company 33% of says that vitara
brezza and 17% of say swift and 5% of say ertiga.

48
Q15 How likely are you to engage with Maruti Suzuki’s social media posts?

OPTIONS RESPONESES
very likely 25%

likely 37%

unlikely 28%

very unlikely 10%

10%

25%

Very likely
likely
28%
unlikely
very unlikely

37%

Interpretation:

The above data shows that the 37% of customers says that they are likely to engaged with
Maruti Suzuki’s social media posts and 28% are saying unlikely and 25% says very likely
and 10% of says that very unlikely.

49
Q 16 How you ever visited Maruti Suzuki's official social media profiles?

OPTIONS RESPONESES
Yes 72%
No 28%

28%

yes
no

72%

Interpretation:

The above data shows that the 72%of saying that yes they are visited Maruti Suzuki's official
social media profiles and 28% says no.

50
Q17 How would you rate Maruti Suzuki presence on social media in terms of content
quality and engagement?

OPTIONS RESPONESES
Excellent 22%
Good 31%
Average 39%
Poor 8%

8%
22%

excellent
good
average
39%
poor

31%

Interpretation:

The above data shows that 31% customer says that the rate good Maruti Suzuki presence on
social media in terms of content quality and engagement and 39% average and 22%
excellent and 8% says that poor.

51
Q18.Which social media platform do you think Maruti Suzuki utilizes most effectively for
brand promotions?

OPTIONS RESPONESES
Facebook 22%
Instagram 33%
Youtube 37%
twitter 8%

8%
22%

facebook
instagram

37% youtube
twitter

33%

Interpretation

The above data shows that the 33% customers says that instagram is used as a social media
platform as a Maruti Suzuki utilizes most effectively for brand promotions and 37% of
youtube and 22% are saying that facebook and 8% are saying twitter.

52
Q19 How likely are you consider purchasing a Maruti Suzuki vehicle after seeing their
advertisements on social media?

OPTIONS RESPONESES
very likely 18%
likely 45%
neutral 27%
unlikely 10%

10%
18%

very likely
27% likely
neutral
unlikely

45%

Interpretation:

The above data shows that the 45% of customers says that they are likely to consider
purchasing a Maruti Suzuki vehicle after seeing their advertisements on social media and
27% are saying neutral and 18% very likely and 10% are saying unlikely.

53
Q 20. How effective do you think Maruti Suzuki's social media marketing efforts are in
increasing brand awareness compared to their competitors?

OPTIONS RESPONESES
Much More Effective 27%
Somewhat Effective 42%
About The Same 28%
Less Effective 3%

3%

27%
28%
much more effective
somewhat effective
about the same
less effective

42%

Interpretation:

The above data shows that the 42% customer respond somewhat effective Maruti Suzuki's
social media marketing efforts are in increasing brand awareness compared to their
competitors and 28% respond as about the same and 27% respond much more effective
and 3% are responds less effective.

54
CHAPTER 7

FINDINGS

55
 FINDINGS

 Maruti Suzuki India Ltd. strategic campaigns on platforms like Facebook,

instagram, and twitter have significantly increased brand visibility.
 Maruti Suzuki has developed a robust social media customers service system.
 It is found that Maruti Suzuki run specific campaigns like ―Kam se Kaam
Banega‖ focused on fuel efficiency.
 In collaboration with Facebook, Maruti Suzuki has digitized its dealer network,
enabling a seamless online-to-offline customer journey.
 It is found that the use of social media listening tools helped in identifying
emerging trends and customer’s preferences, allowing Maruti Suzuki to tailor
their marketing strategies more effectively.
 It is found that the company’s responsiveness to customers queries and
comments on platforms like Facebook, instagram contributed to positive brand
perception.
 Social media facilitates the rapid dissemination of content, making it easier for
Maruti Suzuki to showcase its latest products, promotions and initiatives.
 Compared to traditional forms of advertising, social media marketing offers a
cost-effective way for Maruti Suzuki to reach its target audience.

56
CHAPTER 8

LIMITATIONS

57
 LIMITATIONS

 The study will bound with certain limitations.

 A lack of time and resources posed the biggest limitation on the study.
 The study is considered only in Maruti Suzuki India pvt. ltd.
 The analysis of the present study has been carried out based on the information has -
collected from the Maruti Suzuki cars user.
 The study is an opinion survey, caution may have to be exercised while extending the
result to other areas.
 Due to time constrict only 60 numbers of respondents were considered
 The result fully depends on the information given by the respondents which may
bebased based.
 The whole study was conducted in a limited time duration, which is not sufficient to
carry out paper interpretation and analysis. Time is an important limitation.

58
CHAPTER 9

CONCLUSION

59
 CONCLUSION
In conclusion, social media marketing has revolutionized the way companies like Maruti
Suzuki interact with their audience, promote their products, and build brand loyalty. By
harnessing the power of social media platforms, Maruti Suzuki continues to innovate and
adapt to the ever-changing digital landscape, driving business growth and staying ahead of
the competition,

The impact of social media marketing on Maruti Suzuki Company is multifaceted and
profound. From enhancing brand visibility and driving sales to fostering deeper customer
relationships and amplifying brand advocacy, social media has emerged as a cornerstone of
Maruti Suzuki's marketing strategy, enabling the company to stay ahead of the curve in an
increasingly competitive marketplace. As technology continues to evolve and consumer
behavior evolves, Maruti Suzuki's strategic embrace of social media ensures that it remains at
the forefront of innovation and relevance in the digital era.

Social media marketing has significantly impacted Maruti Suzuki's customer engagement and
sales performance. The strategic use of social media platforms has enhanced brand
awareness, influenced purchase decisions, and provided a valuable channel for customer
feedback. Continuous innovation and adaptation in social media strategies will be crucial for
sustaining and improving these positive outcomes.

60
 CHAPTER 10

BIBLIOGRAPHY

61
 BIBLIOGRAPHY

Books:

 ―Social Media Marketing‖ by Gerry. T. Warner.

 ―Social Media Strategy‖ by Keith A. Quesenberry.
 Kotler Phillip,‖ Marketing Management‖- 2006 (12th edition).

Websites:

 www.marutisuzuki.com
 www.yahoosearch.com.
 www.thehindubusinessline.com.
 www.domain-b.com.
 www.economictimes.indiatimes.com

62
 CHAPTER 11

QUESTIONNAIRE

63
 QUESTIONNAIRE

Q1.which social media platforms do you believe has the highest potential reach for Maruti
Suzuki's target audience?

a) Facebook
b) Instagram
c) Twitter
d) YouTube

Q2. Which platform provides the best tool for engaging with the audience?

a) Facebook
b) Instagram
c) YouTube
d) Pinterest

Q3. Which platform offers you the most effective advertising options?

a) Facebook
b) Instagram
c) Youtube
d) Twitter

Q4 which platforms do you think that allows for the highest level of visual content?

a) Facebook
b) Instagram
c) Youtube
d) linkedln

Q5 which platform do you think that offers the most cost-effective advertising solutions
for maruti suzuki marketing budget?

a) Facebook
b) Instagram
c) Twitter

d) youtube
64
Q6 what drove the decision in incorporate social media marketing in maruti suzuki's
strategy?

a) Increasing in brand awareness

b) Engaging with customers directly
c) Driving sales and conversions
d) All of the above

Q7 what do you think, how important is it for maruti suzuki to maintain an active presence on
social media platforms?

a) Not important at all

b) Somewhat important
c) Moderately important
d) Extremely important

Q8 What do you think which aspect of social media marketing is considered most
valuable by maruti suzuki?

a) Building brand loyalty

b) Monitoring customer feedback
c) Influencing purchasing decisions
d) Generating leads

Q9 what do you think what role dose social media play in maruti suzuki's overall
marketing strategy?

a) Primary driver of marketing efforts

b) Complementary to traditional marketing channel’s
c) Not a significant aspect of marketing strategy
d) Unsure

Q10 How does maruti suzuki measure the effectiveness of its social media marketing
campaign?

a) Number of followers
b) Engagement metrics
c) Conversion

65
 d) All of the above

Q11. What do you think what challenges has maruti suzuki faced in implementing social
marketing strategy?

a) Maintaining brand consistency across platform

b) Dealing with negative feedback or review
c) adopting to change in algorithms and platform policies
d) All of the above

Q12 How does maruti suzuki utilize social media for customer service and support?

a) Responding to inquiries and complaints in real-time

b) Providing product information and assistance
c) Facilitating test drives and booking
d) All of the above

Q13.How often do you come across maruti suzuki's advertisement on social media
platforms?

a) Daily
b) Weekly
c) Monthly
d) Rarely

Q14 Which maruti suzuki modles have you seen being promoted on social media?

a) Swift
b) Baleno vitara
c) Brezza
d) Ertiga

Q15 How likely are you to engage with maruti suzukis social media posts?

a) very likely
b) likely
c) unlikely
d) very unlikely

66
Q 16 How you ever visited maruti suzuki's official social media profiles?

a) Yes
b) No

Q17 How would you rate maruti suzuki presence on social media in terms of content quality
and engagement?

a) Excellent
b) Good
c) Average
d) Poor

Q18 which social media platforms do you think maruti suzuki utilizes most effectively for brand
promotions?

a) Facebook
b) Instagram
c) Youtube
d) Twitter

Q19 How likely are you consider purchasing a maruti suzuki vehicle after seeing their
advertisements on social media?

a) Very likely
b) Likely
c) Neutral
d) Unlikely

Q20. How effective do you think maruti sukuki's social media marketing efforts are in
increasing brand awareness compared to their competitors?

a) Much more effective

b) Somewhat effective
c) About the same
d) Less effective.

67
CHAPTER 12

IMAGES

68
IMAGES

69