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.
Until recently, 18.28% of the company was
owned by the Indian government, and 54.2% by
Suzuki of Japan. The Indian government held an
initial public offering of 25% of the company in
June 2003. As of May 10, 2007, Govt. of India
sold its complete share to Indian financial
institutions. With this, Govt. of India no longer
has stake in Maruti Udyog.
Maruti Udyog Limited (MUL) was
established in February 1981, though the
actual production commenced in 1983.
Through 2004, Maruti has produced over
5 Million vehicles. Marutis are sold in
India and various several other countries,
depending upon export orders. Cars
similar to Marutis (but not manufactured
by Maruti Udyog) are sold by Suzuki in
Pakistan and other South Asian
countries.
 MARKETING MIX

PRODUCT PRICE PROMOTION

PLACE
These 4P’s includes some factors which the
companies marketing activity. So that the
Maruti company use its own marketing mix
which is the set of marketing tool that they
uses to pursue its marketing objective in the
target market.
According to Maruti Udyog Limited
they define and decide different factors
under 4P’s are as follows:
 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:
 They shows the quality of product.
 They select the product variety from different
categories.
 They decide the size of the car according to
current or future market conditions.
 They define the car features to the customer

like, car looking very good.

 They provide different model and different

colour.
 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.
In price case:

 They provide a list of different types of model of

cars.
 They give a discount in range of 20% to 25%
 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.
 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.
(SEGMENTATION,TARGETING,POSITION)

The business or the

organization can not meet the needs of each
and every individual in the market, the market is
divided into meaningful, relatively similar and
identifiable groups, the purpose of which is to
enable to the marketer to meet the needs of one
or more specific groups.
Firm often use market segmentation- dividing the
market into subsets a customer that behave
similarly.
The development of target market strategy
consists of three general phases: analyzing
consumer demand, targeting the market and
developing the market strategy.
the company determines demand of a patterns,
establishes bases of segments.
the company than positions it’s offering relative
to competitors and outlines the appropriate
marketing mix.
Level of marketing:
They use segmentation level in market. A market
segment consists of a group of customers who
shares a similar set of wants.Thus we would
distinguish between
car buyers who are primarily seeking low cast
basic transportation and those seeking a
luxurious driving experience.
Matching of the customer needs:
Different customers have different needs.
To match their needs,Maruti Udyog
Limited creates different offers for each
segmentation. segmentation makes sense
and provides
customer with a better solution.
Better opportunities for growth:
Market segmentation can build sales. For
example, customer can be encouraged to
“Trade up” after being introduced to a
particular product with an introductory,
lower price product.
 Maruti-Suzuki Today
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.
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.
 CONCLUSION
 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