BRIEF HISTORY

• Maruthi udyog limited established in 1981• Launched its first car Maruthi 800 in 1983

Source :World Bank• A joint Venture was signed Between Govt and

Suzuki Motor company in 1982• Suzuki Held 26% stake in maruthi suzuki

MARKETING STRATEGY

• First Car company to study consumer demand• Maruthi 800 Targeted Middle income Group• Delux Model targeted Rich people• Maruthi van for Bus man And Doc• Gypsy For police

MAJOR FAULTS

• MUL Lost its Market Share in Late 1990 due to Liberalization

• Foreign players Like HYUNDAI,DAEWOO etc Played Vital role in the market

CHANGE IN AUTO INDUSTRY

• Bank Loan & Financial Companies• Response of Maruthi• Intoduction of ZEN-World`s Car• Vehicle Insurance At Re 1• Maruti`s Slogan “Count on us”.• New slogan Change your life campaign

MARUTI`S STRATEGY

• To Strengthn Manpower• Increase in Salary To sales agent• Incentives

CAR SEGMENTATIONSEGN PRICE CARS

A 2 TO 3 MARUTI 800,OMNI,REVA

B 3-5 L WAGON,ESTEEM,INDIGO

C 5-10L CITY, LANCER

C 10-15L SCORPIO,INNOVA

D 15L<ABOVE CRV,BMW,AUDI

COMPETITIVE ADVANTAGE

• CUSTOMER SERVICE• TRUE VALUE OPERATION• PRESENCE ACROSS SEGMENTS.