MARUTI SUZUKI Marketing Strategy Analysis

Submitted to:- Prof. A.V Shukla

Submitted by: 14Ib367 Vikash KUMAR 14IB335 Lavi Varshney 14IB308 Akshay Kr. Ghosh 14IB340 Mohit Gehani 14IB302 Aadyant Vashishth 14IB322 Dipti Soni

INTRODUCTION

• Its manufacturing plant, is located some 25 km south of New Delhi in Gurgaon,

• It has an installed capacity of 3,50,000 units per annum, with a capability to produce about half a million vehicles..

• It offers 14 brands and over 150 variants

INTRODUCTION• Maruti Suzuki India Limited is a publicly listed automaker in India.

It is a leading four-wheeler automobile manufacture in South Asia.

• Suzuki Motor corporation of Japan holds a majority stake in the company.

• It was the first company in India to mass-produce and sell more than a million cars.

SOME CARS OF MSIL• Maruti Alto 800• Maruti Alto• Maruti Grand Vitara XL-7• Maruti Gypsy King• Maruti Sting-Ray• Maruti Suzuki SX4• Maruti Swift• Maruti Swift Desire• Maruti Zen Estilo• Maruti Wagon-R• Maruti Celerio

Market Share

Sales Volume

2009-2010 2010-2011 2011-2012 2012-2013 2013-20140

50000

100000

150000

200000

250000

300000

350000

400000

450000

289585

358490 347059

426126 426448

Sales Chart

Value in RS

Strategy • Deliver superior values to customers through a balanced

approach to products, performance and price.• Offer products technology and services that improve

quality of life.• Expand reach and customer touch points to provide

assurance and comfort to customers.• Focus on improving quality across the value chain.• Develop marketing strategies and communications that

connect with customers.

4 P’s of Marketing

The 4 P’s of Marketing are:

PRODUCT

PRICE

PLACEPROMOTION

Product

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

They define different factors:

• The quality of product.• The product variety from different categories.• The size of the car according to current or future market conditions.• The car features to the customer like, car looking very good

Price

• The price of the Maruti car is between Rs. 2.1 lakh to Rs. 1.5m lakh. Maruti – 800 is the lowest price car of this company.

• Alto, Omni, Wagonr, are also the low price car of the company, Zen & Esteem are the mid price car of the company. But Grand Vitara is the high price model of the company .

• The price of car are decided according to its product Varity, quality, design etc.

ALTO

Ex-Showroom Price : :Rs. 2.37 lack to Rs. 2.88 lakh

Zen-estilo

Ex-Showroom Price :Rs. 3.14 lakh to Rs. 3.39 lakh

Wagon-R

• Ex-Showroom Price :Rs. 3.21 lakh to Rs. 4.49 lakh

SWIFT

• Ex-Showroom Price :Rs. 3.94 lakh to Rs. 4.20 lakh

Place

• They enjoy a well-distributed and an extensive network of Car-sale outlets, Exclusive Showrooms, authorised service stations, True-value Outlets.

• Some details of the extensive network for MSIL are:-

a. Showrooms & Car Sale Outlets – 933 covering 668 cities

b. Authorized service stations – 3053 nationwide service outlets

covering 1395 cities

c. True-Value Outlets – 668 covering 393 cities

Promotion

• The company has for most of its years of operation targeted the Indian middle class families as their main consumers.

• Their Promotional strategy has always been to create an emotional Connect with the audience.

• MSIL has used various media of promotion• Print Media – The Company has also used Newspaper, Magazines to

promote its products to the consumers.

Promotion

• TV – There have been a lot of advertisements through this media as most of the target audience connects to MSIL through its emotional TV commercials where the company touches everyone irrespective of their Demographics, Age, Occupations, etc

• There is always an added advantage when you connect to the audience through audio-visual media as it is supposed to leave an ever-lasting impact on the consumers.

The 5C’s Of Marketing

• The study the 5 Cs of marketing arises is called Situation Analysis

• Situation Analysis is study of current market or industry in which a company wants to launch a new product.

• In order to launch a new product, a company first needs to study the market conditions.

• The conditions are about the number of competitors and their market share, the cost of producing the product, the profit ratio, etc.

Customer• Company• Collaborators• Competitors• Climate or Context

5C’s Of Marketing are:

CUSTOMER

COMPANY

COMPETITOR

CONTEXT/CLIMATE

COLLABORATION

Customer

• Maruti has started a number of plans in purpose of well customer service.

• They have even changed their interior of showroom allowing customers to walk minimum in the showroom and there are schedules for customer service times and delivery of vehicles.

• Customer will find all car related needs met under one roof. Whether it is easy finance, insurance, fleet management services, exchange.

• It provides a single window solution for all car related needs.

Company

• Goals with Maruti is to modernization of the Indian automobile industry.• Implementation of strategy 2.0 and its key features.• Offer products technology and services that improve quality of life.• Expand reach and customer touch points to provide assurance and

comfort to customers• Focus on improving quality across the value chain.

Product Line :

Competitors

• Although most of the major global players are present in the Indian market; few more are expected to enter due to the welcoming of the new government.

• So there will be tough competition for Maruti.• Maruti Suzuki faces healthy competition from its competitors. It has

direct competition from Tata Motors limited Mahindra and Mahindra, Hyundai Motor Company, Toyota Motor Corporation, Honda Motor Corporation and others

MAJOR COMPETITORS

CONTEXT (OR CLIMATE)

• Political Environment

• Economic Environment

• Social Environment

• Technological Environment

• Ecological Environment

Collaboration

• Distribution is an important marketing mix. In earlier days the consumers used to book for a car and wait for more than a year to actually buy it.

• Maruti Suzuki developed a unique distribution network.• Presently the company has a sales network of 802 centers in 555 towns

and cities, and provides service support to customers at 2740 workshops in over 1335 towns and cities

Collaboration

• The basic objective behind establishing the vast distribution network was to reach the customers even in remote areas and deliver the products of the company

• In the year 2008, Maruti had near about 2,500 rural dealer sales executives, among the total 15,000 dealer sales executives.