MARUTI SUZUKI

PRESENTED BY :

AKHILESH SHUKLA

INDUSTRY PROFILE

The Indian Automotive Sector

It design, develop, manufacture, markets sell the world’s motor vehicles.

Most Important economic sector by revenue.

Automotive Industry in India is seventh largest in the world.

India has emerged as one of the world largest manufacture in small

cars

Annual production of over 2.6 million units in 2009

Industry has four major segments:- CVs, Passenger vehicle, 3 wheelers and 2 wheelers.

INTRODUCTION Largest automobile manufacture in South Asia.

Market leader in India

Headquarters are in Delhi, India

Consumer Perceived the M-800 as a ‘VALUE FOR MONEY CAR’

Maruti-800 model is called “Butter and Bread model’

It has been rated first in customer satisfaction among all car markers

in India from 1999 to 2009

Half the cars sold in India are Maruti Suzuki cars.

VISION STATEMENT

The leader in “The Indian Automobile Industry”, Creating Customer Delight and Shareholder's Wealth, A pride of India.

Historious car is Maruti 800 “Change ur life” Omni – 1984, “Fits all” Gypsy – 1985 “King” Wagon-R – 1999,”For the smarter race” Alto – 2000, Currently the largest selling car in India. “Lets

go” Versa(2003) “The joy for travelling together” Zen Estilo(2005) “ Shape ur world” Swift (2005 Maruti Suzuki SX4 (May 2007) “Men are back” Suzuki Grand Vitara Sports Utility Vehicle - July 2007. Imported

“Play it your way” Suzuki Alto (Sold in India as the Maruti A-Star) Launched in

2008 December. “Stop @ nothing”

BRANDS OF MARUTI SUZUKI

The Gypsy targeted the paramilitary forces and the police. This resulted in complete control of Maruti over the market .

A special cell was made to make direct dealing of Gypsy with the government & the army.

Product Line Products A1 800

A2 Alto, Zen ,Wagon –R, Swift, A-star

A3 Esteem , Baleno

UTILITY VEHICLE Vitara, Gypsy MULTI PURPOSE VEHICLE Omni, Versa

PRODUCT POSITIONING AND TARGET

TARGETING: - SELECTIVE SPECIALIZATION MARKET

PRODUCTURBAN SEMI-URBAN RURAL

A1 Yes YesA2 Yes Yes YesA3 Yes Yes

Utility Vehicle Yes

Multi Purpose Vehicle

Yes Yes Yes

INCOME GROUP PRODUCT

Rs. 2-3 Lacs./Annum

Rs. 3-5 Lacs./Annum

Rs.5> Lacs./Annum

A1 Yes

A2 Yes Yes

A3 Yes

Utility Vehicle YesMulti Purpose

VehicleYes Yes Yes

TARGETING : - ON THE BASIS OF INCOME GROUP

POSITIONING

PRODUCTTarget

CustomersBenefits

Value Proposition

A1A consumer who wants car.

Durability and Performance

A car which gives Durability in low cost.

A2A consumer who wants Small & spacious car.

Spaciousness . A spacious small car without extra cost.

A3A consumer who wants more comfort car

Design, Style and Luxury.

A car design with style and luxury.

Utility VehicleLifestyle Oriented consumers.

Rigidness, Luxury and Comfort .

A Vehicle that provides the luxury and Comfort of a car.

Multi Purpose VehicleA consumer who wants car for commercial use

More spacious car.

A big car with reasonable price

8

SWOT OF “MUL”Strength:-

MUL is in a leadership position in the market

Major strength of MUL is having largest network of dealers and after sales

service caters in the country.

Good promotional strategy is adopted by MUL to transform its thoughts to the people about its products

Strong Brand Value

Availability of raw material Loyal Customer Base is

another big strength of MUL

Weaknesses

Low interior quality in side the

cars Government intervention

due to having share in MUL. Labour Laws and Labour Unions are not in a good

form in India.

CONT…

Opportunities

Big Market: Domestic and Abroad

MUL has launched its LPG version of Wagon R and it

was a good move

simultaneously MUL can start R&D on 

electric cars for a much better

substitute of the fuel.

Economic growth of the country is sound an

promising in future

Threats

Tata Motors launched a car with a price tag of Rs. 1

Lac and that could give a big impact on sales of MUL

China may give a good competition as they are

also planning to enter into car

segment

MUL’S SALES PROMOTION CAMPAIGN WAS EFFECTIVE? Yes, It was effective:-

These campaign increase the sales of the company

These campaign will convert the 2 wheeler vehicle customer to 4

wheeler.

Attract more and more customer.

It targets the lower and middle class people.

Increase the trust of the customer.

These campaign increase the customer satisfaction

Creating and maintaining the Brand Identity and Brand Image

DISCUSS THE STEPS MUL MUST TAKE TO PREVENT THE CANNIBALIZATION OF ITS SALES ?

Price Differentiation

Extra Features

Positioning

Target Market

HOW CAN MUL DIFFERENTIATE ITS PROMOTIONAL CAMPAIGN BETWEEN ITS NEW AND PRE-OWNED / USED CAR MARKETS?

Teacher Plus Scheme

“Change Your Life” Campaign

Television Campaigns

“2599” offer

“Do se Chaar” offer

Maruti “True Value” offer

IS NANO AFFECT THE SALES OF M-800?Maruti-800 Price ~ 200000

Old Design

Fuel Efficiency :- 17 kmpl

Trustworthy Car after sales service

Easy availability of spare parts

Service centre easily available

Provide fully customer satisfaction

Tata Motors-Nano Price ~ 100000

Unique and trendy design

Fuel Efficiency:- 26 kmpl

Consumer in doubt whether to buy it or not

Not easy availability of spare parts Comparatively less service centre Provide satisfaction but not

as Maruti

CONCLUSION Company change in strategy and emphasis on developing

effective marketing communications.

Provide ranked highest in terms of its unique features.

MUL consistency performance over the past several years has

resulted in steady increase.

MUL topped the J.D. Power Asia Pacific 2005 Indian Customer

Satisfaction.

Esteem was picked as the best entry level car in the mid size

category