Maruti Udyog Ltd is one of India's leading automobile manufacturers and the market leader in the car segment, both in terms of

volume of vehicles sold and revenue earned. Until recently, 18.28% of the company was

owned by the Indian government, and 54.2% by Suzuki of Japan. The Indian government held an

initial public offering of 25% of the company in June 2003. As of May 10, 2007, Govt. of India

sold its complete share to Indian financial institutions. With this, Govt. of India no longer

has stake in Maruti Udyog.

Maruti Udyog Limited (MUL) was established in February 1981, though the actual production commenced in 1983. Through 2004, Maruti has produced over 5 Million vehicles. Marutis are sold in India and various several other countries, depending upon export orders. Cars similar to Marutis (but not manufactured by Maruti Udyog) are sold by Suzuki in Pakistan and other South Asian countries.

MARKETING MIXMARKETING MIX

PRODUCT PRICE PLACE PROMOTION

These 4P’s includes some factors which the These 4P’s includes some factors which the companies marketing activity. So that the companies marketing activity. So that the Maruti company use its own marketing mix Maruti company use its own marketing mix which is the set of marketing tool that they which is the set of marketing tool that they uses to pursue its marketing objective in the uses to pursue its marketing objective in the target market.target market.

According to Maruti Udyog Limited According to Maruti Udyog Limited they define and decide different factors they define and decide different factors under 4P’s are as follows:under 4P’s are as follows:

There are number of products ( models ) Of Maruti are in the market. Some of the

models are given below:- M – 800, Zen, Esteem, Omni, Alto, Gypsy,

Wagonr,Grand Vitara etc. These products are divided on the basis of product quality,

variety,design, features etc.

They define different factors:They define different factors: They shows the quality of product.They shows the quality of product. They select the product variety from different They select the product variety from different

categories.categories. They decide the size of the car according to They decide the size of the car according to

current or future market conditions.current or future market conditions. They define the car features to the customerThey define the car features to the customer

like, car looking very good.like, car looking very good. They provide different model and differentThey provide different model and different

colour.colour.

The price of the Maruti car is between The price of the Maruti car is between

Rs. 210000 to Rs. 1500000. Maruti – 800 is the Rs. 210000 to Rs. 1500000. Maruti – 800 is the lowest price car of this company. Alto, Omni, lowest price car of this company. Alto, Omni, Wagonr, are also the low price car of the Wagonr, are also the low price car of the company, Zen & Esteem are the mid price car of company, Zen & Esteem are the mid price car of the company. But Grand Vitara is the high price the company. But Grand Vitara is the high price modle of the company . The price of car are modle of the company . The price of car are decided according to its product varity, quality, decided according to its product varity, quality, design etc.design etc.

In price case:In price case:

They provide a list of different types of model of They provide a list of different types of model of cars.cars.

They give a discount in range of 20% to 25%They give a discount in range of 20% to 25%

Main promotion of car is done by the Main promotion of car is done by the

Advertising. The advertising is mainly done in Advertising. The advertising is mainly done in the form of different T.V. channels, different the form of different T.V. channels, different newspaper, holdings etc. Now days the main newspaper, holdings etc. Now days the main promotion is done by the brand ambassadors promotion is done by the brand ambassadors such as film stars, celebrities, sportsmen, etc. such as film stars, celebrities, sportsmen, etc. And in this case they decide his actual or And in this case they decide his actual or required sales forces for selling its car. And they required sales forces for selling its car. And they maintain customer relationship. And they do maintain customer relationship. And they do direct marketing.direct marketing.

The place of the car is in the whole world.The place of the car is in the whole world. Maruti Udyog Limited decides its distribution Maruti Udyog Limited decides its distribution

channels for selling car, like use some time one channels for selling car, like use some time one level or some time two level marketing channels. level or some time two level marketing channels. They decide areas in which they deal with They decide areas in which they deal with customers. They show the permanent location customers. They show the permanent location for selling the car. They provide the many useful for selling the car. They provide the many useful inventory. they define the transport facility of the inventory. they define the transport facility of the company for company to market and market to company for company to market and market to consumers. Many showroom of Maruti udyog consumers. Many showroom of Maruti udyog limited is in our India.limited is in our India.

(SEGMENTATION,TARGETING,POSITION)(SEGMENTATION,TARGETING,POSITION)

The business or the The business or the organization can not meet the needs of each organization can not meet the needs of each and every individual in the market, the market is and every individual in the market, the market is divided into meaningful, relatively similar and divided into meaningful, relatively similar and identifiable groups, the purpose of which is to identifiable groups, the purpose of which is to enable to the marketer to meet the needs of one enable to the marketer to meet the needs of one or more specific groups.or more specific groups.

Firm often use market segmentation- dividing the Firm often use market segmentation- dividing the market into subsets a customer that behave market into subsets a customer that behave similarly. similarly.

The development of target market strategy The development of target market strategy consists of three general phases: analyzing consists of three general phases: analyzing consumer demand, targeting the market and consumer demand, targeting the market and developing the market strategy.developing the market strategy.

the company determines demand of a patterns, the company determines demand of a patterns, establishes bases of segments.establishes bases of segments.

the company than positions it’s offering relative the company than positions it’s offering relative to competitors and outlines the appropriate to competitors and outlines the appropriate marketing mix.marketing mix.

Level of marketing:Level of marketing: They use segmentation They use segmentation level in market. A market level in market. A market

segment consists of a group of customers who segment consists of a group of customers who shares a similar set of wants.Thus we would shares a similar set of wants.Thus we would distinguish between distinguish between

car buyers who are primarily seeking low cast car buyers who are primarily seeking low cast basic transportation and those seeking a basic transportation and those seeking a luxurious driving experience.luxurious driving experience.

Matching of the customer needs:Matching of the customer needs: Different Different

customers customers have different needs. To match their have different needs. To match their needs,Maruti Udyog Limited creates needs,Maruti Udyog Limited creates different offers for each segmentation. different offers for each segmentation. segmentation makes sense and providessegmentation makes sense and provides

customer with a better solution.customer with a better solution.

Better opportunities for growth:Better opportunities for growth: Market Market segmentation can build sales. For segmentation can build sales. For example, customer can be encouraged to example, customer can be encouraged to “Trade up” after being introduced to a “Trade up” after being introduced to a particular product with an introductory, particular product with an introductory, lower price product.lower price product.

There are five patterns of target market There are five patterns of target market selection--------selection--------

1. Single-segment concentration.1. Single-segment concentration. 2. Selective specialization.2. Selective specialization. 3. Product specialization.3. Product specialization. 4. Market specialization.4. Market specialization. 5. Full market coverage.5. Full market coverage.