PRESENTATION ON MARUTI SUZUKI SWIFT DZIRE
TEAMWORK
ANSHUL YADAVANSHUL YADAVJAGDISH SAINIHARSHI BANSAL
PRODUCT CLASSIFICATION
CONSUMER PLANS IN ADVANCE
ONE OR MORE TRIPS TO SHOWROOM
CONSUMER PLANS IN ADVANCE
SHOPPING GOODS
SHOWROOM
ONLY AVAILABLE AT AUTHORISED DEALERSHIP
CARCOMPARISION WITH OTHER
CARS AVAILABLE
INVOLVES HIGH PRICE
NEEDS OF CUSTOMER FULFILLED BY PRODUCT
REAL NEEDS
UNSTATED NEEDS DELIGHT NEEDS
Good after sales service f d l
Consumer wants a Car with low operating / maintenance cost. I i f i i i l
Consumer expects from d lfrom dealer.
Easy availability of spares.Irrespective of initial cost. dealer :
Music systemNavigation systemFreebiesDiscounts
CAR : COMPACT SEDAN
COMPANY NAME BRAND NAMECOMPANY NAME BRAND NAME
MARUTI SUZUKI INDIA LTD SWIFT DZIRE
HONDA CARS INDIA LTD AMAZE
HYUNDAI MOTOR INDIA LTD XCENTHYUNDAI MOTOR INDIA LTD XCENT
Established : 1981
CEO : Kenichi AyukawaCEO : Kenichi Ayukawa
Joint venture(Suzuki Corporation Japan & Maruti Udhyog India Ltd.)
M. SUZUKI
Manufacturing facilitiesHead Office :New Delhi
Gurgaon, HaryanaCapacity : 9 lacs p.a.
Manesar, HaryanaCapacity: 5 50 lacs
R&D CenterCapacity: 5.50 lacs
p.a.Gurgaon , Haryana
Established : 1995 Established : 1996
CEO : Katsushi Inoue
Established : 1996
CEO : BO Shin Seo
Fully own subsidiary (Honda Motor Co. Ltd. , Japan)
Fully own Subsidiary (Hyundai Motor Co. , South Korea)
Plant 1 : Greater Noida (U.P.) (1.20 lac cars p.a.)
Plant 1 : Kanchipuram (Tamilnadu)(3.00 lac cars p.a.)
Plant 2 : Tapukara (Rajasthan )(1.20 lac cars p.a. )
Plant 2 : Kanchipuram ,Tamilnadu(3.30 lac car p.a. )
R&D Centre : Greater Noida (U.P.) R&D centre : Hyderabad (A.P.)
MARUTI SUZUKI SWIFT DZIRE
PRICE PLACE PROMOTIONPRODUCT
Compact sedan 5 2 lacs ‐ 7 9 lacs Distribution channel Direct contactp
Japanese engineering
Petrol & Diesel
P f l i
5.2 lacs 7.9 lacs
According to
competitors pricing
Distribution channel
Showrooms
Service centre
Fl l
Offers & discount
Words of mouth
Mass communicationPowerful engine
Petrol : 20.85 Kmpl
Diesel : 26.59 kmpl
Targets middle
income level people
Affordability
Fleet sales
679 dealers across
387 cities
Mass communication
Sponsorship
Demonstration
Automatic transmission
Safety features : ABS ,
Airbags
Cost recovery
pricing
Penetration pricing
Exports to other
countries
( Test Drives)
Pull strategy
Motorsports eventsg
Product variation
Penetration pricing
HYUNDAI XCENT
MARKETING MIX OF HYUNDAI XCENTMARKETING MIX OF HYUNDAI XCENT
PRODUCT PLACE PROMOTIONPRICE
Compact sedanEuropean styling
i i
5.0‐7.8 lacsBased on
tit i i
Distribution channelShowrooms
Direct contactOffers & discount
Korean engineeringPetrol & DieselAggressive lookMuscular DesignP l 19 01 K l
competitors pricingTargets middle
income level customersAff d bilit
Service centreFleet sales 503 dealership
across india
Mass communicationSponsorshipDemonstration
Petrol : 19.01 KmplDiesel : 24.04 kmplAutomatic
transmissionS f f ABS
AffordabilityCost recovery
pricingPenetration pricing
Export to other countries.
( Test Drives)Pull strategyMotorsports events
Safety features : ABS , Airbags
HONDA AMAZE
MARKETING MIX OF HONDA AMAZE
PRODUCT PRICE PLACE PROMOTION
Compact sedanEuropean styling
5.23‐8.25 lacsBased on
Distribution channel
Direct contactOffers & discountMassJapanese
engineeringPetrol & DieselPremium look
competitors pricingTargets middle
income level customers
ShowroomsService centreFleet sales 213 dealership
Mass communicationSponsorshipDemonstration Premium look
Muscular DesignPetrol : 19.01
KmplDi l 24 04
customersAffordabilityCost recovery
pricingP t ti
213 dealership across 140 cities. ( Test Drives)
Pull strategyMotorsports events
Diesel : 24.04 kmplAutomatic
transmission
Penetration pricing
Safety features : ABS , Airbags
MARKET SHARE OF THE LEADING BRANDS O G
HONDA AMAZESUZUKISUZUKI DZIREHYUNDAI XCENT
COMPANYWITH BRAND MARKET SHARE
SUZUKI SWIFT DZIRE 74.33 %
HONDA AMAZE 12.71 %
HYUNDAI XCENT 12 94 %HYUNDAI XCENT 12.94 %
*Source : As per August 2015 Car sales Analysis (www.teambhp.com)
SEGMENTATION TARGETING POSITIONING (STP)
SEGMENTATION TARGETING POSITIONING (STP)
SUZUKI SWIFT DZIRE HONDA AMAZEHYUNDAI XCENT
SEGMENTATIONSEGMENTATION :Demographic :
Income – Middle ClassGender female (Automatic
SEGMENTATION :Demographic :
Income – Middle classGender female (automatic
SEGMENTATION :Demographic :
Income – Middle classGender female (automatic(
variant )Behavioral : UsageLow : Petrol variantHigh Diesel variant
Gender female (automatic variant )Behavioral : usageLow : Petrol variantHi h Di l i
Gender female (automatic variant )Behavioral : usageLow : Petrol variantHi h Di l iHigh : Diesel variant
TARGETING :Middle income groupWorking professionals
High : Diesel variant TARGETING :Middle income groupWorking professionals
High : Diesel variant TARGETING :Middle income groupWorking professionalsg p
Targets youthPOSITIONING :SpaceL i t
Working professionalsTargets youth
POSITIONING :Space
Working professionalsTargets youth
POSITIONING :Compact
Low maintenanceHigh fuel efficiency
ComfortHigh fuel efficiency
Powerful engineHigh fuel efficiency
PRODUCT MIX OF MARUTI SUZUKIHATCHBACK UTILITY VEHICLESSUVSEDAN
INFORMATION ABOUT PRODUCT MIX OF MARUTI SUZUKI
PRODUCT MIX LENGTH
MSIL has 4 product lines and average products within each product line is 3.So product mix length of MSIL is 12
PRODUCT MIX WIDTH
So product mix length of MSIL is 12 .
h d l
PRODUCT MIX DEPTH
MSIL has 4 product lines .So product mix width of MSIL is 4 .
MSIL has 4 products lines . The hatchback , sedan , SUV & utility vehicles .The product line depth is 5,2,2 & 3 respectively.
FACTORS AFFECTING PURCHASE OF PRODUCT
TECHNOLOGICAL GEOGRAPHICAL
FACTORS
LEGAL DEMOGRAPHIC
THANK YOUTHANK YOU
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