MARKET STRATEGYOF SWIFT

GEETA INSTITUTION MANAGEMENT & TECHNOLOGYKANIPLA, KURUKSHETRA

PRESENTED BY:-

Sandeep

thakur

MBA 1st yr

3611815

MARUTI SUZUKIINTRODUCTION

Maruti Udyog Limited (MUL) : established in February 1981, though the actual production commenced in 1983 with the Maruti 800, based on Suzuki alto kei

Maruti Suzuki India Limited (MSIL, formerly know as Maruti Udyog Limited) is a subsidiary of Suzuki Motor Corporation, Japan. MSIL has been the leader of the Indian car market for over two and a half decades. The company has two manufacturing facilities located at Gurgaon and Manesar, south of New Delhi, India. Both the facilities have a combined capability to produce over a 1.2 million (1,200,000) vehicles annually.The company offers a wide range of cars across different segments. It offers 15 brands and over 150 variants.Maruti Suzuki has employee strength over 8,500

PRODUCTS

  MARUTI SUZUKI SWIFT

ABOUT SWIFT - In 2004 Maruti Suzuki launched its new car copy “ Maruti Suzuki Swift ”. Swift is a hatchback model of Maruti Suzuki, which is a of an American Model Car with more boot space. Earlier Maruti was using FIAT engine in its car but now Maruti has launched its own manufactured K-series engine. In swift its using 1.2L K-series engine which is running successfully. Swift is Specification ENGINE – Capacity - 1,298cc (diesel) 1,197cc (petrol) Number of Cylinders - 4 (16valve) Maximum Power - 75ps @ 4,000rpm Maximum Torque - 190 Nm @ 2,000rpm Fuel Tank Capacity - 43 litresAvailable in Petrol and Diesel variants

FEATURES

Air Conditioner, Power Doors Locks, Body Color Bumper, Rear Defogger, Electrically-adjustable Outside Mirrors, Tubeless Tyres, Cube Holder, Leather-wrapped Steering & Gear Knob, Tinted Window Glass, Power Window, Power Steering, Roof Antenna, and Wheel Covers

MARUTI SWIFT COLORS

Midnight Black

Arctic White

Silky Silver

Blazing Red

Torque Blue

Glistening Grey

FUEL ECONOMY

Gives a mileage of around 14 km/Ltr in City

18 km/Ltr on Highways

MARUTI SWIFT INTERIORS

The centrally-located instrumentation display includes a tachometer, speedometer and digital odometer, as well as a clearly visible digital clock.

The climate control system has an easily-operable large circular dial

The material and textures used for the dashboard and car interior are of good quality

driving posture is excellent as the driver’s seat has a height adjuster and a slide range that ensures driving comfort

MARUTI SWIFT EXTERIORS

compact dimensions allow it to squeeze into crowded parking

bigger and better looking head lamps

peeled back tail lamps

round shaped fog lights

centre console with dash integrated music system

New design for wheel covers/15" alloy wheels for top variants

New front and rear bumpers and New front grille

Automatic climate control system

Turn indicators integrated into outside rear-view mirrors

MARUTI SWIFT RIDE AND HANDLING

Maruti Swift comes with both petrol and diesel variants

dynamic braking  system

offers safe drive

better stability and driving.

comfort

MARKETING STRATEGY OF SWIFT

Maruti's strategy to launch the new model, even as sales of the older Swift were steady, is because competition in the segment is now hotter than ever before. The new Swift was launched first in Hungary last year. In the last few years, new models, such as the Nissan Micra, the Polo, the Fabia, the Toyota Etios Liva and the i20 have given the Indian customer a plethora of choices.

To retain its following, the new Swift promises to improve on the outgoing model by offering more value through higher features, increased mileage, a new design, more space and an all round improvement in quality. Meanwhile, it will play on advantages such as the lower cost of ownership of Maruti products, the brand goodwill and its huge sales and service network.

Cont.

MARKETING MIX

Product Features:- The all-new Maruti Suzuki Swift is fully loaded with a range of exciting new features with European Styling, Japanese Engineering, Dream-Like Handling. In new Swift DDiS engine is used for Diesel variant and K-Series engine is used for petrol variant , that delivers completely new levels of power , refinement, response and fuel efficiency. DDiS is the superior Common Rail Direct Injection Technology that powers Maruti Swift Diesel. These engines are manufactured indigenously at the new state-of-the-art plant at Maneswar, Haryana. The Swift is more eye-catching, more spacious, more refined, more user-friendly, and a whole lot more enjoyable to drive than anything else in the compact-car category.

MARKETING MIX

Price: Maruti Suzuki is expected to take Hyundai heads on with the pricing of their Maruti Suzuki Swift car. Maruti Suzuki has introduced its three new models. These are :- 1. Swift Ldi 2. Swift VDi 3. Swift Vdi ABS 4. Swift Lxi 5. Swift Vxi 6. Swift Vxi ABS 7. Swift Zxi The price range of these Maruti Suzuki Swift Diesel variant models starts from 4,85,000 to 5,50,000 approx. And price of petrol model starts from 4,05,341 to 4,83,079

MARKETING MIX

Place:- Maruti Suzuki India Limited has been playing a major role in the upgradation of the Indian Automobile Sector. It has a number of production plants in India and one of them is the Gurgaon plant which was the first plant of the company. It has 3 separate manufacturing sections covering an area of 297 acres, producing nearly 350,000 cars per annum. The company has started a new plant at Maneswar which is supposed to produce 100,000 cars on a yearly basis and is expected to increase its production to 300,000 cars soon. 600 New car sales outlets covering 393 cities. 2628 Maruti Authorized Service Stations , covering 1220 cities. Tie up with Adani group for exporting 200,000 units through Mnudra port Gujarat.

MARKETING MIX

Promotion:- Advertising:- TV Ads Print Ads Radio Ads Alternative Advertising Options:- TV shows- India’s Got talent. Sponsorships. Place Advertising – Bill boards.

Sales Promotions:- Product warranties. Premiums (gifts). Trade shows. 2,628The number of workshops that provide customers with maintenance support in 1220 cities.

PRICING STRATEGIES

Pricing Objective:- The existing pricing objective of Maruti Suzuki Swift is to capture the market share. In order to increase its market share Maruti Suzuki focused its promotions strategy on middle income group people. Pricing strategy:- Maruti Suzuki pricing strategy makes more option available to a customers, which helps the customers to have an option within their budget or around their budget. The range of Maruti Suzuki Swift starts from Rs. 400,000 to 600,000 lakhs approx.

POSITIONING

POSITIONING Competing with the other cars of Maruti, Maruti Swift is gradually making its position in the world of hatchback car. Most fuel efficient car:- In new Swift Diesel and Petrol variant DDiS and K-Series engine is used that delivers completely new levels of power , refinement, response and fuel efficiency. Environment friendly:- The combination of a 16 valve cylinder head and a 5 Step Multi Injection System gives efficient combustion leading to cleaner emissions. Lowest maintenance cost :- It is the only engine with a Chain Drive Timing System, which is maintenance-free for the entire life of the engine. Trust worthy car .

MODELS OF SWIFT

MODELS OF SWIFT SWIFT Ldi Rs 4,90,162 - Power windows, with AC, Metallic. SWIFT Vdi Rs 5,26,661 - Power windows, with AC, Metallic, in-buit stereo with bluetooth. SWIFT Vdi (ABS) Rs 5,45,276 - Power windows, with AC, Metallic and ABS.

MARUTI SWIFT VS HYUNDAI I10

Better mileage

Height adjustable Driver Seats

Climate Control

Power Door Locks

Collapsible Steering 

Power Telescopic Roof Antenna

Front Fog Lamps

Body Color Bumper  

Fuel Tank Capacity (Litres)43 for Swift and 35 for i10

MARUTI SWIFT VS FORD FIGO

Cheaper

Better look

Rear Fog Lamps

Power Telescopic Roof Antenna

Collapsible Steering

MARUTI SWIFT VS NISSAN MICRA

Better engine

Swift got the maximum speed of 167 kmh and Micra is having 153 kmph

Fuel Tank Capacity (Litres)43 41

Rain-sensing Front Wipers

MARUTI SWIFT VS VOLKSWAGEN POLO

• Cheaper • better mileage • Front Fog Lamps• Rear Fog Lamps• Power Telescopic • Roof Antenna

SO WHY MARUTI SUZUKI…????

No. 1 in Customer Satisfaction.

Wider choice in every Segment.

Largest dealership network in India.

Largest Service Network.

2628 listed Authorized service stations

30 Express Service Stations on 30 highways across India.

Fuel Efficient.

Parts Easily Available.

Highest resale value & Low Maintenance Cost