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By

Rohit KumarIndian Institute of Technology Bombay, Mumbai

• Timeline

• Current scenario

• Perception Mapping

• Segmentation, Targeting &

Positioning

• SWOT Analysis

• Challenges

• Future plans

Agenda

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Indian Car Market before 1980

Maruti Udyog limited - 1980 with a mission of motorizing IndiaIn 1982 Maruti Udyog limited entered into a joint venture

agreement with Suzuki Motors, Japan.

PREMIER PADMINI AMBASSADOR

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1990

1987

Maruti went global by exporting 500 Cars to Hungry

Luxury hit Indian roads in the form of Maruti 1000

1985

1983

Launches Maruti 800 Journey so far..

1986

India learnt to go OFFRoad in Maruti Gypsy1984India's first MUV Omni rolls out

Cumulative sales touched the mark of 100,000

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20052002

Suzuki acquired majority stakes in Maruti

Luxury + hatch back wasn’t a distant dream with launch of swift

2000

1993

Hatch backs espoused comfort in Maruti ZEN Journey so far..

2001

Maruti became 1st Indian car manufacturer to start customer care

centre

1994Luxury reincarnated as Maruti Esteem

Maruti Opened True value stores for pre-owned cars

2012

Ertiga – India's first Life Utility Vehicle

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2007Maruti Rechristened as

Maruti-Suzuki

CURRENT SCENARIO• Market share – 50 % in the Passenger Car

Market

• Produces 1.5 million cars annually - a car every 12 seconds

• Product line- 7 hatchbacks, 2 sedans, 2 vans & 3 SUVs/MUVs

• 933 dealerships across 666 towns and cities

• 3013 service stations across 1449 towns and cities

• Ranks 91 in Forbes list of worlds 200 most reputed companies

• Bluebytes News, rated Maruti Suzuki as India's Most Reputed Car Company in their Reputation Benchmark Study, April 2012.

Source : marutisuzuki.com

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PERCEPTION MAPPING

A diagrammatic technique attempted at visually displaying the perceptions of customers /

potential customers. Typically the position of a

product, product line, brand, or company is displayed relative to

their competition.

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SURVEY RESULTS

PERCEPTION

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comfort

Value for money

O 15 30 50 70 80 95

O

1

5

30

5

0 7

0

80

95

WAGONR

HYUNDAI i10

Based on marketing survey

PERCEPTION

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comfort

Value for money

O 15 30 50 70 80 95

O

1

5

30

5

0 7

0

80

95

DZIRE

AMAZE

Based on marketing survey

PERCEPTION

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comfort

Value for money

O 15 30 50 70 80 95

O

1

5

30

5

0 7

0

80

95

ERTIGA

DUSTER

Based on marketing survey

PERCEPTION

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comfort

Value for money

O 15 30 50 70 80 95

O

1

5

30

5

0 7

0

80

95

KIZASHI

ACCORD

Based on marketing survey

AD CAMPAIGNS

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“Papa ki karan….petrol khatam hi nahin hota”

“Kitna deti hai?? A country obsessed with Mileage”

India comes home in a Maruti Suzuki

Maruti cars segmentation based on Price

Cost ( in Rs lakhs)

0 3 5 10 15 20Economy Midrange Luxury Premium Super premium

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Targeting• Cars in economy segment are targeted for people having an annual income of 3 lakhs.

• Cars in mid range segment are targeted for people having an annual income of 3 – 5 lakhs.

• Cars in luxury and super premium segment are targeted for people having an annual income greater than 5 lakhs.

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Positioning• Alto –Let’s Go- positioned as a India's most fuel efficient car which can be afforded by lower income groups.

• WagonR – Inspired Engineering- positioned for people who lead interesting lives. It gels with their lifestyle, reflecting confidence & multifaceted personality.

• Swift – You’re the fuel- positioned as a car with style, modern looks and young attitude

• Ritz – Live the moment - positioned for people who are technologically inclined ( with K series engines)

• Swift Dzire – The heart car- positioned for the aspirational class as an entry level sedan

• SX4 – Men are back – positioned as a powerful car for men who want to be in control of the road

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CUSTOMER PERCEPTION , COMPANIES POSITIONING

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PR

ICE

VALUE FOR MONEY

-8 -6 -4 -2 0 2 4 6 8 10

-8

-6

-4

-2

0

2

4

6

8

Alto K10Omni

Eeco

Stin

g ra

y

A-s

tar

Cel

erio

Grand vitara

KizashiErtiga

Dzire

Swift

Ritz

Alto 800Estilo

WagonR

SX4

Gypsy

SWOT AnalysisStrength

1. Brand name2. Large distribution network3. Wide product offerings4. Better value for money5. Technology driven6. Almost all the vehicles follow ELV

Weakness1. Lack of reach in SUV segment2. Models failing in crash tests3. Absence in higher end segment

Opportunity1. Rise of economy.2. Better export and import opportunity by

government.3. Infrastructure (Roads and highways)

development plans by government.

Threats1. Multiple player in the same sector.2. Non-existence in high end section3. Cannibalization

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CHALLENGES

• Increasing market share of SUVs and Multi-purpose vehicles

• Poor sales, weak demand, big discounts, high inventory and plant shutdowns have the industry making headlines for all the wrong reasons

• Upholding the interest of minority stakeholders• The issues and challenges confronting the

organization facing with labor unrest• Current economic slowdown• Second hand car market

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FUTURE PLANS

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THANK YOU

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