maruti swift
Post on 13-Sep-2014
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DESCRIPTION
TRANSCRIPT
TERM PAPER ON
MARKETING STRATEGIES OF
MARUTHI SUZUKI SWIFT
By
Nithyanandan.N
Team 6
Miracle Team
Maruti Suzuki india limited
Suzuki motor Corporation.
Market share of 44.9%
Headquarters are located in new Delhi.
In February 2012, - 10th million vehicle in india
yil
The Suzuki Swift is a subcompact car produced by Suzuki in Japan since 2000
launched in India may 2005
2007
2010
In August 2011, New third generation Swift, with 1.2L K-serious petrol and 1.3L DDiS engine
Petrol
Maruti swift LXI 1197cc, Manual, Petrol 15.7-18.1 kmpl
Maruti swift VXI 1197cc, Manual, 15.7-18.1 kmpl
Maruti Swift ZXI1197cc, manual, 15.7-18.1 kmpl
Diesel
Maruti swift LDI BS IV 1248cc, manual, 18.1-22.9 kmpl
Maruti swift VDI BS IV 1248cc, manual, 18.1-22.9 kmpl
Maruti swift ZDI 1248cc, manual, 18.1-22.9 kmpl
varients New delhi Bangalore Mumbai Chennai hyderabad
LXI 444616 453751 465332 453131 456031
VXI 490707 494666 507068 494102 497126
ZXI 568710 580201 595547 580180 583036
varients New Delhi Bangalore Mumbai Chennai hyderabad
LDI BSIV 553982 557779 575464 563812 566360
VDI BSIV 598264 605224 621138 608779 611446
ZDI 676911 688419 703788 688900 691567
Exclusive distribution
530 dealers in india
16 dealers in Tamilnadu
3 in Coimbatore
Maruti suzuki Exclusive Dealer
Consumer
Advertising Magazines / newspapers
TV / Cinema
Public relations - using the press to your advantage
Press launches Press releases
Digital marketing
Social media applications such as Facebook or Twitter
Blogging
YouTube
SEGMENTING
B- Segmentation car
Premium hatchback segment
18-45 years old
Feature loving
User friendly
people who prefer value for money compact car
TARGETING
Middle class and upper-middle class
Youngsters and young business people
Customer seeking a stylish, powerful and a premium car for city driving
POSITIONING
Stylish car
A Vehicle that provides comfort, power and luxury in small package
Style, modern looks and young attitude
Advertaisemen
t
Word of m
outh
Agen
t
Others
1 2 3 4
010203040
Major respondents know about the Maruti swift through Advertisement
varient News paper Notice and leaflets
Posters and banners
Television Internet0
2
4
6
8
10
12
14
16
Major respondents are aware about swift through newspaper
Co Mi lo pr sa All
0
5
10
15
20
25
30
Major respondents look all the features
red blue Gray silver black02468
10121416
Chart Title
Major respondents prefer red and silver colour
Popular compact cars in Indian
marketGood and high brand visibility
Diesel and petrol variants availableColors, features, mileage and low maintenance are
its special featuresSafety and good
car control
Limited market share in intensely
competitive hatchback segment
Fast growing automobile market
Increasing purchasing power
parity
Use the strong global brand presence
Intense competition
Government regulations
Petrol price and TAX
Improvement in public transport
Hyundai i20Alto
Chevrolet BeatFord Figo
Hyundai i10Nissan Micra
Indian govt launched AUTO POLICY for its Self Sustained growth.
Allowed Foreign Equity Investment up to 100%
Formulation of FUEL POLICY
Diesel demand
P
Swift car price increased because of union budget 12-13
Standard excise duty to be raised from 10 to 12%Manufacturing sector has grown 8-10 % for last
few years
E
Changed Lifestyle of people The Average family size is 4
Increase in per capita income levelsIndian Customers are Highly educated and well
informed and they are price sensitive.Preference for small and compact car
Preference for Fuel efficient cars with low maintenance
S
More & more emphasis on R&D.
Govt is promoting NATRIP
Customized solutions can be provided with proliferation of technology.
Entry of global brands
T