Levels of Product and Product Life Cycle of Maruti 800

LEVELS OF PRODUCT&

PRODUCT LIFE CYCLE

Submitted ToDr. Shalini Nath Tripathi.

Submitted By Group - 5Himanshu Priyadarshi Suraj AgarwalVivek SrivastavaSwati Sugandh SrivastavaNitesh Ranjan

COMPANY PROFILE.LEVEL OF PRODUCT.STAGES.

IntroductionGrowthMaturityDecline

CONTENTS

COMPANY PROFILE

TYPE : PUBLIC COMPANY

FOUNDED : 1982

HEADQUARTERS : NEW DELHI, INDIA

KEY PEOPLE :RC BHARGAVA ( CHAIRMAN ), Kenichi Ayukawa ( CEO )

REVENUE : $369.34 BILLION

Mr. R. C. Bhargava

Chairman

Mr. Kenichi Ayukawa

Managing Director and CEO

MA

RU

TI 8

00

LEVELS OF PRODUCT

Core Customer Value Actual ProductFeatures Packaging

DesignQuality Level

Augmented ProductAfter Sale Service

Installation

INTRODUCTION TO

INTRODUCTION STAGE (1983-1986)

First car imported, assembled and sold in 1983.

Cheapest car in the market.

Huge gap between demand and supply.

Waiting list often took upto 3 years to clear.

Targeted urban areas, “Consumers who desire for a car”.

Based on SS80, Suzuki fronte.

GROWTH STAGE (1987-1996)Expectations from people matched product promise.

Increase in production and sale.

Increase in profits.

Objective to gain market shares.

No threat of competitors.

Sale

1983

1987

1989

1996

25000 75000 125000 175000

1983 1987 1989 1996

Unit sold 852 20269 63736 189061

Unit sold

MATURITY STAGE (1997-2002) Sales touched 200,000 mark in 1999.

Entry of competitors like General motors, Ford, Tata.

40 million two wheeler owners targeted.

Repositioning of Maruti Products.

New soft edged jelly bean shape introduced in 1997.

Maruti 800′s carburetor with fuel injection.

DECLINE STAGE (2003 – UPTO NOW)

Heavy competition from i10, Spark etc.

Drastic decrease in sales.

Just 33028 units sold in 2009-2010.

Withdrawn from 13 cities including metros.

Repositioned to Alto 800.

YEAR 2000 YEAR 2001 YEAR 2002 YEAR 20040

50000

100000

150000

200000

250000SALES

SALES

Thank You