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Maruti Udyog Limited (MUL) was established in February 1981, though the actual production commenced in 1983. Maruti Udyog Ltd is one of India's leading automobile manufacturers and the market leader in the car segment, both in terms of volume of vehicles sold and revenue earned.

• The Joint Venture agreement was signed between Government of India and Suzuki Motor Company (now Suzuki Motor Corporation of Japan) in Oct 1982.

• The company went into production in a record time of 13 months and the first car was rolled out from Maruti Suzuki India Limited Gurgaon in December, 1983.

MARKETING MIX

PRODUCT PRICE PLACE PROMOTION

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

are given below:- M – 800, Zen, Esteem, Omni, Alto, Gypsy,

Wagonr,Grand Vitara etc. These products are divided on the basis of product quality,

variety,design, features etc.

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

are given below:- M – 800, Zen, Esteem, Omni, Alto, Gypsy,

Wagonr,Grand Vitara etc. These products are divided on the basis of product quality,

variety,design, features etc.

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.

The price of the Maruti car is between Rs. 210000 to Rs. 1500000. 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 modle of the company . The price of car are decided according to its product varity, quality, design etc.

• Specifications  Transmission TypeManual Fuel TypePetrol Seating Capacity4 Gearbox4 Speed Engine Description0.8L 37bhp 4-stroke cycle, water cooled Engine Displacement796 ccMileage-City15.7 kmplMileage-Highway19.9 kmplMaximum Power37.5@5,000 (PS@rpm)Maximum Torque6@2,500 (kgm@rpm)

• Ex-Showroom Price :Rs. 2,02,505 to Rs. 2,33,236

• Specifications  Transmission TypeManual Fuel TypePetrol Seating Capacity5 Gearbox5 Speed Engine Description0.8L 47bhp FC engine Engine Displacement796 ccMileage-City14.6 kmplMileage-Highway18.9 kmplMaximum Power47@6,200 (PS@rpm)Maximum Torque6.32@3,000 (kgm@rpm)

• :Rs. 2,37,372 to Rs. 2,88,512

• Specifications  Transmission Type Manual Fuel TypePetrol Seating Capacity5 Gearbox5 Speed Engine Description1.1L 64bhp 32x4 hypertech engine Engine Displacement1,061 ccMileage-City12.5 kmplMileage-Highway16.9 kmplMaximum Power64@6,200 (PS@rpm)Maximum Torque8.5@3,500 (kgm@rpm)

• Ex-Showroom Price :Rs. 3,14,254 to Rs. 3,39,783

• Specifications  Transmission Type Manual Fuel Type Petrol Seating Capacity5 Gearbox5 Speed Engine Description1.3L 85bhp 4-stroke cycle, all-aluminum water cooled Engine Displacement1,298 ccMileage-City11.5 kmplMileage-Highway14.5 kmplMaximum Power86.18@6,000 (PS@rpm)Maximum Torque11.21@4,500 () kgm@rpm

• Rs. 4,15,629 to Rs. 4,93,850

• Specifications  Transmission Type Manual Fuel Type Petrol Seating Capacity5 Gearbox5 Speed Engine Description1.1L 64bhp 4 cal. In-line, FC engine Engine Displacement1,061 ccMileage-City13.9 kmplMileage-Highway17.3 kemp Maximum Power64@6,200 (PS@rpm)Maximum Torque8.6@3,500 (kgm@rpm)

• Ex-Showroom Price :Rs. 3,21,137 to Rs. 4,49,138

• Specifications  Transmission Type Manual Fuel Type Petrol Seating Capacity5 Gearbox5 Speed Engine Description1.3L 87bhp AlTec32 engine Engine Displacement1,298 ccMileage-City12.2 kmplMileage-Highway16.1 kmpl Maximum Power88.2@6000 (PS@rpm) Maximum Torque11.5@4,500 (kgm@rpm)

• Ex-Showroom Price :Rs. 3,94,466 to Rs. 4,20,974

• Specifications  Transmission TypeAutomatic Fuel TypePetrol Seating Capacity5 Gearbox4 Speed Engine Description2.0L 120bhp Series engine w/ Variable Induction & Drive by Wire technology Engine Displacement1,995 ccMaximum Power121.16@5,500 (PS@rpm)Maximum Torque17.33@3,500 (kgm@rpm)

• Ex-Showroom Price :Rs. 14,80,000 to Rs. 15,28,711

In price case:

They provide a list of different types of model of cars.

They give a discount in range of 20% to 25%

The place of the car is in the whole world. Maruti Udyog Limited decides its distribution

channels for selling car, like use some time one level or some time two level marketing channels. They decide areas in which they deal with customers. They show the permanent location for selling the car. They provide the many useful inventory. they define the transport facility of the company for company to market and market to consumers. Many showroom of Maruti udyog limited is in our India.

Main promotion of car is done by the Advertising. The advertising is mainly

done in the form of different T.V. channels, different newspaper, holdings etc. Now days the main promotion is done by the brand ambassadors such as film stars, celebrities, sportsmen, etc. And in this case they decide his actual or required sales forces for selling its car. And they maintain customer relationship. And they do direct marketing.

SEGMENTATIONTARGETINGPOSITIONING

Level of Segmentation: 1. Mass marketing: 2. Niche marketing. 3. Local marketing. 4. Individual customer

marketing.

Segmentation in Industrial Market: 1. location 2. company type

Segmentation in Consumer Market: 1. Geographical. 2. Demographical. 3. Psychographic.

There are five patterns of target market selection--------

1. Single-segment concentration. 2. Selective specialization. 3. Product specialization. 4. Market specialization. 5. Full market coverage.

Positioning Strategy: • How many ideas to promote ? • Which positioning to promote.

More than half the cars sold in India are Maruti cars. The company is a subsidiary of Suzuki Motor Corporation, Japan, which owns 54.2 per cent of Maruti. The rest is owned by the public and financial institutions. We are listed on the Bombay Stock Exchange and National Stock Exchange in India.

During 2006-07, Maruti Suzuki sold about 675,000 cars, of which 39,000 were exported. In all, over six million Maruti cars are on Indian roads since the first car was rolled out on December 14, 1983.

Maruti Suzuki offers 10 models, ranging from the people’s car, Maruti 800, for less than Rs 200,000 ($ 5000) ex-showroom to the premium sedan SX 4 and luxury SUV, Grand Vitara.

In 2001 Maruti-Suzuki India Ltd became of the first automobile companies in the world to get an ISO 9001-2000 certification. A V Belgium global auditor for international organization for standardization (ISO), certified maruti after a four day long audit, covering varied parameters like customer focus organization, leadership, involvement of people, process approach, system approach to management, continual improvement etc