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Published by Suruchi Goyal

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Published by: Suruchi Goyal on Sep 04, 2010
Copyright:Attribution Non-commercial


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Final project
Course: PGDM (GENERAL)Section : BGroup: VISubject: Marketing Management Topic: Marketing Mix of Maruti Suzuki India limitedSubmitted to: Dr. Anurupa SinghGroup members Contact
Ashish Jain9990355338
Atul Surana9719163463
Harish Anand9871184075
Preeti Roopanwal7428064522
Ratna Agarwal9953030974
Suruchi Goyal9891237723
In this project we have undertaken to study the most important aspect of marketing, the marketing mix strategy, of India’s largest automobile industry,Maruti Suzuki India limited. Maruti is considered to be a leader in thepassenger car industry in India that proves the fact that it has efficientlycomplied with all the marketing strategies. The industry envisions creatingcustomer delight, increase Share holder’s wealth, invoking customer obsession, becoming fast, flexible, & fast mover, adopting innovation andcreativity, support networking and partnership and applying openness andlearning. In this project we have incorporated an overview of the product mix,pricing strategy, promotional activities and distribution networks followed byMaruti which has helped them in attaining their core values and mission thusbecoming the Pride of India.
Company profile
In 1970, a privatelimited companynamed 'Maruti technical services private limited' (MTSPL) launched on November 16, 1970. The stated purpose of this company was to provide technical know-how for the design, manufacture and assemblyof "a wholly indigenous motor car". A year later, a company called Maruti limited was incorporated andSanjay Gandhi was appointed Managing Director. In 1977, that company was liquidated. At the behest of Indira Gandhi, the Indian Government salvaged Maruti Limited and started looking for an activecollaborator. Maruti Udyog Ltd. was formed in 1981. A year later, a License and Joint VentureAgreement (JVA) signed between Maruti Udyog Ltd. andSMCof Japan Suzuki Motor Corporation kepton increasing their stake until on September 17, 2007 it was renamed to Maruti Suzuki India Ltd...Today, Maruti Suzuki India Limited is a publicly listed automaker in India. It is a leading four-wheeler automobile manufacturer in South Asia. Suzuki Motor Corporation of Japan holds a majority stake in thecompany. It was the first company in India to mass-produce and sell more than a million cars. It is largelycredited for having brought in an automobile revolution to India. It is the market leader in India. .The company annually exports more than 50,000 cars and has an extremely large domestic market inIndia selling over 730,000 cars annually. More than half the cars sold in India are Maruti Suzuki cars. Itoffers more than 13 brands and over 150 variants of cars.The success story of Maruti started with the launch of the Maruti 800 in 1984 . Over 2.5 million 800'shave been sold since .It remained India's bestselling car until 2004 , when Alto took over it .The fact that each successful brand is backed by successful advertising: Maruti has always portrayed as avery successful promotional strategy planner throughout its long run.The Maruti Driving School is an example of one such campaign. They have managed to be cost effectiveall these years due to their in-house development. Maruti's stay has been marked by constant innovation.They tied up with SBI and introduced the Auto finance scheme. They also offer insurance services totheir customers at low premium schemes. Maruti mainly targeted the middle – class segment in the earlystages through the 800's .They launched the first ever Sedan in India – Maruti 1000 and targeted theupper-middle class segment. Constant research and development has played an important role in makingMaruti the giants they are today. In 2010, the company came up with a unique scheme that allowsmotorcycle owners to trade their vehicles and avail discounts on Maruti Alto's. It's precisely things likethese which have ensured the fact that Maruti is a success story today.Currently headed by Mr. Shinzo Nakanishi, Maruti has always had luck with leaders. From JagadishKhattar to RC Bhargava, these men took Maruti to the heights it has attained today. The future looks only brighter.

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