maruti suzuki strategic
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STRATEGIC MARKETING PROJECT
Diptiman Som Prithwiraj Pal Shatabdi Roy Subhadeep Paul Subhankar Dutta Prashant Kr Gupta
VISION1984 :- Fuel efficient Vehicle with latest technology. 1987 :- Leader in Domestic Market and Be among Global Players in Overseas Market. 1997 Till Date :- The leader in Automobile industry, Creating Customers delight and Shareholders wealth, a pride of India.
ABOUT MARUTI SUZUKISubsidiary of Suzuki Motor Corporation of
JapanIndia's largest passenger car company More than 25 Years of trust Over 7720 employees in 4 plants
Indian Automobile Industry (2009-10)
CURRENT STRATEGIES BY MARUTIPricing strategy - catering to all segments Offering one stop shop to customers Repositioning of Maruti products Customer Centric Approach Committed to motorizing India Realisation of importance of vehicle
maintenance services market Playing on cost leadership
COMPETITOR ANALYSISHYUNDAI 1. Positioning of Hyundai Santro- Family Car to Smart Car for young People - Complete Family Car to Sunshine car.
Hyundais Pricing Strategy - Markdown of Prices on Santro Xing- Non AC Santro at 2.79 Lacs
TATA MOTORS 1.
Positioning Of Tata Indica - Indica is positioned as more car per car Tatas Pricing Strategy - Indica is priced between Rs 2.56 Lacs to 3.88 Lacs
CURRENT THREATSPerception Change Growing Competition In Compact Cars Few Maruti models may face extinction
Competitive PositionsMarket leader (54% in 2008-09)
the total market. Defending the market share. Expanding market share.
Porters Five Forces
Basis of SegmentationGeographic Region, City or Metro Size, Density, Climate
Demographic Age, Gender, Family size and Fife cycle, Race, Occupation, or Income ...
Psychographic Lifestyle or Personality
Targeting :- Selective SpecializationMarket Urban Product A1 A2 A3 SUV C- Class Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Semi Urban Rural
Targeting :- on the basis of income GroupIncome Group Product A1 A2 A3 SUV C- Class Yes Yes RS. 2- 3 lacs. /annum Yes Yes Yes Yes Yes Yes RS. 3-5 lacs. /annum RS. 5 - > 5 lacs. /annum
PositioningProduct A1 A2 Target Customers Benefits Value Proposition A car which gives Durability in low cost. A spacious small car without extra cost. A car design with style and luxury. A Vehicle that provides the luxury and Comfort of a car. A big car with reasonable price
A consumer who wants Durability and car. Performance A consumer who wants Spaciousness . Small & spacious car. A consumer who wants Design, Style and more comfort car Luxury. Lifestyle Oriented consumers. Rigidness, Luxury and Comfort .
A consumer who wants More spacious car. car for commercial use
BCG MatrixRelative market share = Business unit sales this yearLeading rival's sales this year Market growth rate = Individual sales - Individual sales current year pervious year Individual sales pervious year
Overall cost leadership
Low-cost-position relative to a firms peers Manage relationships throughout the entire value chain
Create products and/or services that are unique and valued Non-price attributes for which customers will pay a premium
Narrow product lines, buyer segments, or targeted geographic markets Attain advantages either through differentiation or cost leadership
S c o p e
Ansoff's MatrixExisting ProductMarket Penetration Distribution Expansion of manufacturing facilities
New ProductProduct Development New product Splash
Market Development Exports
4Ps of Marketing
Product Price Place Promotion
EXISTING PRODUCT STRATEGYProduct Line A1 A2 A3 SUV C - Class Products 800 Alto, Zen ,Wagon R, Swift, A-star D ZiRE, Sx4 Vitara, Gypsy Omani, Versa
Guarantees & warranties
After sales services Delivery points & systems
Replaceme Attributes Styling nt or returns Colour policy Instructions Core Manual Product Payment options (for high priced products)
Brand Name Packaging
Installation (for bulky products)
Customer complaint management
C ed ust a uc om Tr nd atio er ai n ni ng
Suggested product strategyMore fuel efficient cars. AlterNet fuel cars. Eco friendly cars. More focus on A1, A2 & A3.
Existing Price strategy
Pricing Objective :- Market share &
Cost LeadershipPricing Method :- Markup Pricing (cost plus pricing ) Pricing strategy :- Economical Pricing
Suggested price strategy
Continue Economic pricing strategy as it will help to
achieve goal of become cost leader.Expansion of manufacturing facility to achieve
economies of scale.
Existing Place strategy600 New car sales outlets covering 393 cities. 265 Maruti True Value outlets spread across 166
2628 Maruti Authorized Service Stations, covering
Tie up with Adani group for exporting 200,000 units
through Mundra port Gujarat
Suggested Place strategy400 new car sales outlets in next three years. 150 new true value shops in next three years. 1200 new Maruti Authorized Service Stations in
next three years.Tie up with other distributors for Exports.
Existing promotion strategyo Advertisingo TV Ads o Print Ads o Radio Ads o Advertising Strategy Persuasion Advertising Ghar Aa Gaya Hindustan India Comes Home in Maruti Suzuki.
Alternative Advertising Options BTL - Sponsorships TV shows - Indias Got talent Place Advertising Bill boards
Product warranties Premiums (gifts) Trade shows 2,628The number of workshops that provide customers with maintenance support in 1220 cities.
Suggested Promotion StrategyContinue with existing Advertising strategy.
Look for Alternative Advertising Options. BTL