Maruti 800 - Plc
-
Upload
ankit-agrawal -
Category
Documents
-
view
4.466 -
download
31
Transcript of Maruti 800 - Plc
PRODUCT LIFE CYCLE
Product Life-Cycle Stages
1. Introduction
2. Growth
3. Maturity
4. Decline
PLC - INTRODUCTION
INTRODUCTION STAGE - Company builds product awareness and develop market for the product
Pricing consider for capture market share or to recover development cost
GROWTH STAGE – Company build brand preference and increase market share
Promotions for the large audience. Distributions channels are added
MATURITY STAGE – Competition starts. Products come up with new features or face
DECLINE STAGE - Sales decline. Firms either reduce cost to continue or quite from the market
Maruti Udyog Limited was established in 1981
Largest automobile company in India located at Gurgaon, Manesar and South of New Delhi.
Portfolio of 13 brands and 150 variants, like Maruti 800, Omni, Alto, Wagon-R, A-star, Swift, Ritz, Grand Vitara, SX4 and Swift Dzire
Listed on Bombay Stock Exchange and National Stock Exchange
Honoured with METI Award from from Govt. of Japan for promotion of Japanese brand in India
MUL launched 1st 800 in the Indian market in December 1983
Collaboration Between Indian State owned Maruti and Suzuki Motor Japan
Cheapest car in the Indian market
Excellent entry level
Also exported to countries in South Asia and South American market
First car was presented to Lord Venkateshwara of Tirumala Venkateshwara Temple.
First car sold to Harpal Singh at Rs. 48,000/- as a lucky owner and received keys from Prime Minister Indira Gandhi
Manage to retain its low pricing in market
Maruti 800 come up with new features like AC version and music system
Sales increased by 852 units to 20,269 units and reached upto 31,314
First export began in 1987
Sales soared from about 63,763 units to about 1,89,061 units in 1996
Focus on customer care has become a key element for Maruti
Increased Maruti service stations every 25km on a highway
To increased market share, launched new car models, concentraded on marketing and institutional sales.
Become a ideal car for woman drivers as first car was easy to drive and park in the Indian sub-continent
In 1997, introduced with new jelly bean shape was not so successful
Launched revamped version of Maruti 800 EX, with new engine, shock absorber, coil spring suspension, which was lost their sales value gradually
Entry of competitors like General Motors, Ford, Tata
Market share beaten by rivals like Hyundai Santro, Daewoo Matiz
In 2002, launched Alto with bigger stylish version of the Maruti 800
Introduced LPG and CNG variabts, called Maruti 800 Duo with new facelifts like newer grille and clear lens headlamps
PRICING STRATEGY – CATERING TO ALL SEGMENTTS
Car priced at Rs. 1,87,000/- is the lowest offer on the road
OFFERING ONE STOP SHOP TO CUSTOMERS OR CREATING DIFFERENT REVENUE STREAMS
Developed different revenue stream in the form of Maruti Insurance, Maruti Finance, MDS, N2N
REPOSITIONING OF MARUTI PRODUCTS Introduced new facelifts model based on market
responses or consumer feedbacks or the competitors moves
CUSTOMER CENTRIC APPROACH Successfully shed off the public – sector laid back
attitude image and the customer – friendly approach in the organization
Dealers and employees are answerable to each and
every customer complaint
Call center brings Maruti to closer to its customer
COMMITED TO MOTORIZING INDIA Partnership with State Bank Of India organized finance to
small towns enable people to buy cars in Rs. 2599/- scheme
Sales of Maruti went down drastically from 1,51,976 units in the year 2000 to about 69,553 in 2007
Buyers attracted by high end luxuries small cars
Sales volume is heavily beaten by competitors like Hyundai i10, Maruti Suzuki swift, Chevrolet Spark
In 2008-09 experienced sales of only 11,288 units
Major competitor Tata Motors launch Tata Nano smaller car yet offer more space than the Maruti 800
Tata Nano has come up to cater middle class and lower middle class
Maruti has decided not to infuse new technology or an engine into Maruti 800 from April 2010
They will pull out the Maruti 800 from the Indian Metros which will effect the emission norms
Sell will countinue in semi urban and rural areas till the new emission norms reach these places
MARUTI 800 V/S TATA NANO
PRICE :- Maruti 800 – Rs. 2L on road Tata Nano - Rs. 1.25 – 1.5 on road
LOOK – Maruti 800 has old look, Longer exeterior dimensions than Nano while Nano has 20% extra space than
800 and easy to drive in congested traffic area
AVERAGE - Maruti 800 gives 15 – 18 km/lit Nano gives 22km/lit
SAFETY - As fully tested car still fan of maruti believes in it.