mm1 presentation

8/7/2019 mm1 presentation

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MARUTI SUZUKI INDIA LIMITED

SUBMITTED BY :

SHASHANK SINHAPIYUSH GOENKA

PRIYAM KHETAWAT

SYED MD. NAHIN IQUEBAL


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Maruti Udyog limited established in 1981, though

actual production commenced in 1983.Competition to Hindustan motors by launching Maruti800 in 1984.

INTRODUCTION

Suzuki motor corporation run for its volume and it

has just 4-5% growth in Japanese market.Suzuki has never been no.1 player in Japan. In IndiaMarutis growth curve is steeper in sales promotion.Suzuki decided to go out from Japan and to be no.1in the new market.


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1983 The peoples car is born.1987 Maruti goes overseas, exported 500 cars to

Hungary.1990 Launched Indias first sedan. (Esteem).1992 Suzuki Motor Company increases stake in MUL to

50 %.1993 Launched Maruti Zen the worlds car.

1996 1.5 million vehicles rolled out.2000 JD power customer Satisfaction index Award.2001 Maruti versa launched , Maruti true value

launched.2002 JD power customer Satisfaction index Award.

2002 Maruti finance and insurance launched.

MILESTONE


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2002 Disinvestment, Suzuki Motor Companyincreases stake in MUL to 54.5%.

2003 Maruti gets listed on BSE and NSE (IPOOversubscribed 11.2times).

2005 Launched Swift.2006 JD power customer Satisfaction index

Award.2007 Launched SX4 Luxury sedan and SUV Grand

Vitara.2007 JD power customer Satisfaction index Award2008 World premier of concept A-Star at Auto

Expo , New Delhi


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MARKETING STRATEGY

OF MUL IN LATE 1980s

Maruti was the first company in India which studied theconsumer demand. Market segmentation policy was adopted that targeted

different type of consumers with different type of models.Maruti800 targeted medium income group, while the deluxemodel targeted rich income group.Maruti van targeted businessmen and doctors(ambulance).The Gypsy targeted the paramilitary forces and the police.

This resulted in complete control of maruti over the marketThe company advertised its different products according tocostumers.A special cell was made to make direct dealing of Gypsy withthe government & the army.


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Mission- To provide maximum value for money to theircustomers through continuous improvement of productsand services.Vision- Creating customer delight andshareholders wealth .

CORE VALUESCustomer Obsession.Fast, Flexible, & Fast Mover.Innovation and Creativity.Networking and Partnership.

MISSION,VISION AND

CORE VALUES


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PRODUCT MIX


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PRICE MIX


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PROMOTION MIX

Maruti focused its promotions strategy on targetingtwo-wheeler owners, by entering new domains andreaching out potential customers through its 'TrueValue.In 2003,to attract customers Maruti launched noveloffers like "Change Your Life" campaign and alsooffered vehicle insurance for just Rupee One

only'In 2003, came out with a toy car advertisement thatbecame popular for its simplicity. 'Kya karoon papapetrol khatam hi nahin hota.


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PLACE MIX

When Maruti were launched initially , aggressivepromotion were done in metropolitan and big cities like

Mumbai, Kolkata, Delhi, Chennai, Bangalore, Ahmedabadetc because these places were consist of many consumerwho easily afford this car and easily attracted so theseplaces were the potential market for Maruti Cars.But, during later years due to high income of middleclass people Maruti targeted these people who mainly livein small cities and towns.Thus, Maruti have different marketing strategiesaltogether according to different places and at different

time.


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Strength1. Brand Loyalty2.Service and DistrbutionNetwork3. Japanese Technology

Weakness1. Changing Customer

Preferences.2. Global Image is not that big

Opportunities

1. Attraction Of Youth.2. Increasing Middle ClassIncome.3.Export Small Cars.

Threats1. Foreign Brands.2.Fuel Prices.

SWOT ANALYSIS


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Authorized Service StationsMaruti is one of the companies in India which has unparalleledservice network. To ensure the vehicles sold by them are serviced

properly.Maruti has 2628 listed Authorized service stations and30 Express Service Stations on 30 highways across India.Maruti InsuranceThis service started as a benefit or value addition to customersand was able to ramp up easily. By December 2005 they wereable to sell more than two million insurance policies since its

inception.

Maruti Suzukis Brand

Equity

Maruti FinanceTo promote its bottom line growth, Maruti launched MarutiFinance in January 2002.Maruti claims that its finance programoffers competitive interest rates to its customers, which are

lower by 0.25% to 0.5% from the market rates.


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Maruti TrueValueMaruti True service offered by Maruti Udyog to its customers.

It is a market place for used Maruti Vehicles. One can buy, sellor exchange used Maruti vehicles with the help of this service inIndia.AccessoriesMaruti started a new initiative under the brand name MarutiGenuine.N2N Fleet ManagementN2N is the short form of End to End Fleet Management forcompanies.Maruti Driving SchoolAs part of its corporate social responsibility Maruti Udyog launched

training institute for tribal youth in Gujrat.


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Three compact car models - Alto, WagonR, and Zen -competing with Hyundai Santro, Tata Indica, and ChevySpark.

HYUNDAI SANTRO TATA INDICA CHEVY SPARK

THE COMPETITION


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CONCLUSIONMaruti has a network of 391 sales outlets across 230cities all over India. The service network covers 1,113 towns and cities,

bolstered by 2,142 authorized service outlets.The company's change in strategy and emphasis ondeveloping effective marketing communications began toyield results.W

agon R and Zen were ranked first and third in thepremium compact segment.


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Maruti ranked highest in customer satisfaction withafter-sales service. True value Driving school Authorized service station Insurance Genuine accessories

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