International Journal of Application or Innovation in Engineering & Management (IJAIEM)

Web Site: www.ijaiem.org Email: editor@ijaiem.org, editorijaiem@gmail.com Volume 2, Issue 5, May 20 ! ISS" 2! # $ %&%'

M()*E+I", S+)(+E,IES -. M()/+I S/0/*I 1IMI+E2

,(/3() .(+M( , E1( */M()I2
1,2

Assistant Professor, L.N.Mishra College of Business Management, Bhagwanpur Chowk, Muzaffarpur- !2""1, Bihar

(4S+)(5+
All the marketing strategies are based on right mix of 4Ps, only those can be ahead which has the right marketing strategies because it increases the chances of better market penetration with proper utilization of resources. Maruti Suzuki ndia limited is presently considered as the leading automobile giant. !his research paper is purely based on secondary data and tries to study the different strategies of Maruti Suzuki, its "ast network of dealers and ser"ice centers which pro"ides proper after sale ser"ice and is able to maintain good relationship with customer which is their strongest point.

*eywords: Marketing Strategies, Maruti Suzuki, Product, Price, Distribution and Promotion

. I"+)-2/5+I-"
At the heart of an# $usiness strateg# is a marketing strateg#. Marketing strateg# is %efine% $# Prophet&s 'a(i% Aaker as a pro)ess that )an allow an organization to )on)entrate its resour)es on the optimal opportunities with the goals of in)reasing sales an% a)hie(ing a sustaina$le )ompetiti(e a%(antage. Marketing strategies in)lu%es all $asi) an% long-term a)ti(ities in the fiel% of marketing that %eal with the anal#sis of the strategi) initial situation of a )ompan# an% the formulation, e(aluation an% sele)tion of market-oriente% strategies an% therefore )ontri$ute to the goals of the )ompan# an% its marketing o$*e)ti(es.

2. M()*E+I", S+)(+E,6 -. M()/+I S/0/*I

Maruti +uzuki ,n%ia Lt%. is a lea%ing manufa)turer of four-wheelers in ,n%ia. Born in 1- . with the mission to motorise ,n%ia, Maruti was a *oint (enture $etween /o(ernment of ,n%ia an% +uzuki Motor Corporation, 0apan. ,t 1ui)kl# grew into the largest )ompa)t )ar making )ompan# of ,n%ia an% remaine% so till 2""!. 2he )ompan# starte% with +uzuki hol%ing the minor stakes of the )ompan# while /o(ernment of ,n%ia hol%ing the ma*or stakes. As of present, /o(ernment of ,n%ia has %isin(este% its stakes in the )ompan# )ompletel#, an% han%e% o(er the management of )ompan# to +uzuki Motor Corporation. 2o%a#, Maruti an% its partners emplo# more than 34,""" emplo#ees. ,ts manufa)turing fa)ilities are lo)ate% at two lo)ations, /urgaon an% Manesar, $oth south of New 'elhi.

!. 7)-2/5+ S+)(+E,6
Pro%u)t is an#thing that )an satisf# human nee%s an% wants. 2he pro%u)t is a )om$ination of tangi$le an% intangi$le aspe)ts of the pro%u)ts offere% $# the manufa)turer to the )ustomers. ,t )an $e %efine% as a $un%le of satisfa)tions an% %issatisfa)tions offere% $# )ompan# to the )ustomers at a point of time. 2he pro%u)t strateg# of Maruti is that its fo)us is on )atering the nee%s of almost all the segments. Maruti +uzuki offers 15 $ran%s )onsisting of Maruti "", Maruti 6mni, Maruti Alto, Maruti 7ersa, Maruti /#ps#, Maruti A +tar, Maruti 8agon 9, Maruti :en ;stilo, Maruti +wift, Maruti +<!, Maruti =izashi, Maruti ;e)o, Maruti ;rtiga, Maruti /ran% 7itara an% 14" (ariants spanning a)ross all segments. 2hus )ompan# )reates pro%u)ts that are uni1ue an% (alue% an% it is attaining a%(antage either through %ifferentiation (ia new features, impro(e% performan)e, after sales ser(i)e or through )ost lea%ership.

%. 7)I5I", S+)(+E,6
2he pri)e is the amount a )ustomer pa#s for the pro%u)t. ,t is fi>e% after )onsi%ering (arious fa)tors su)h as market share, )ompetition, material )osts, pro%u)t i%entit# an% the )ustomer&s per)ei(e% (alue of the pro%u)t. 2he $usiness ma# in)rease or %e)rease the pri)e of pro%u)t if other stores ha(e the same pro%u)t. 2he pri)e %e)ision is (er# sensiti(e an% for that spe)ial )are is to $e taken to get the )ompetiti(e e%ge. 2here are (arious fa)tors to %etermine a pri)e of a )ar, su)h as market )on%ition, )ost in)urre% to $uil% a )ar, profit $# )ompan#, %ealer profit. 2he )ompan#?s pri)ing strategies are su)h that e(er# )ustomer )an own a )ar or upgra%e to another one of his or her )hoi)e. 2he )ompan# offere% a %ifferent mo%el at a pri)e %ifferen)e of aroun% 1",""". ,t follows a pri)e-pointstrateg# wherein the# ha(e pro%u)ts a(aila$le in almost all possi$le pri)e points.

Volume 2, Issue 5, May 20 !

7age &8

International Journal of Application or Innovation in Engineering & Management (IJAIEM)

Web Site: www.ijaiem.org Email: editor@ijaiem.org, editorijaiem@gmail.com ISS" 2! # $ Volume 2, Issue 5, May 20 ! %&%'
+able : Mo%els with Pri)e 9ange 5ar Models 9Maruti: 7rice )a;ge 9)s.: 2,1"," Maruti "" 23 - 2,.2,51" Maruti A-+tar Maruti Alto "" Maruti Alto =1" Maruti ;e)o Maruti ;rtiga Maruti /ran% 7itara Maruti /#ps# Maruti =izashi Maruti 6mni Maruti 9itz Maruti +wift Maruti +wift 'zire Maruti +<! Maruti 8agon 9 Maruti :en ;stilo +our)eA www.)ar%ekho.)omBMarutiB)armo%elsBpri)erange ., 1,1 31 2,!2,3 34 .,21,. 4 .,"4,5 34 4,- ,3" - !,55,21@ .,45,334 - .,.!,4- !,1", -. - ,3",-3"

22,5 ,"5! - 2!,5",424,41,! "- 5,"1,"43 15,42, 34 - 13,42, 34 2,13,5 44 !,.2,2 .3 !,! , -. !,-2,. 4! 3,. ,1 1! .,43, " .,!4, 2- 2, 2,"1. - 5,..,512 - 5, 3,35 - 3,4",! . - -,3-,3 5 - !,!!,53! - !,.5,1.5

Maruti @ "" is the lowest pri)e mo%el of this )ompan#. /ran% 7itara is the high pri)e mo%el of the )ompan#.

5. 2IS+)I4/+I-" S+)(+E,6
'istri$ution strateg# of a firm is a plan )reate% $# the management of a manufa)turing $usiness that spe)ifies how the firm wishes to transfer its pro%u)ts to interme%iaries, retailers an% en% )onsumers. Maruti +uzuki has two manufa)turing fa)ilities in ,n%ia. Both manufa)turing fa)ilities ha(e a )om$ine% pro%u)tion )apa)it# of 1!,4",""" (ehi)les annuall#. Maruti has a strong %ealer network. ,nfa)t it was one of the (er# first )ompanies in the )ountr# to un%erstan% the importan)e of after sales ser(i)e in high in(ol(ement pro%u)ts like )ars. ,t has the largest %istri$ution C +er(i)e network )omprising of o(er !"" sales showrooms, o(er 5"" %ealer workshops, an% 1-"" Authorize% +er(i)e +tations spanning a)ross o(er 11-" )ities unparallele% in the )ountr#. ,t has ." ;>press +er(i)e +tations on ." National Dighwa#s a)ross 1,.1! )ities in ,n%ia. Most of the ser(i)e stations are manage% on fran)hise $asis where Maruti trains the lo)al staff. 2o in)rease their rea)h to rural ,n%ia, where setting up a )omplete %ealership was (er# %iffi)ult, the# opene% e>tension )ounters whi)h are operate% $# some %ealer in the )it# there$# ensuring in)rease% )ustomer tou)h points without risking the (ia$ilit# of the %ealers.

+able 2:

Network 'etails

6ears

Sales -utlet

5ities 5o<ered 4y

2eal er Se<i ce

Maruti (ut=orised Ser<ice 252 2353 23!" 1 !4 154. 141!

5ities 5o<ered 4y Ser<ice 122" 1.1! 1..4 1.-4 1!" 1!2.

+rue Value -utlets 255 .14 .!1 .4 !"!45

Sales "etwor> 2""3-2"" 5"" .!. 5 . 2"" -2""5 1 !4! 332""--2"1" "2 444 -"5 2"1"-2"11 -.. 55 11"1 2"11-2"12 11"" "1 1."4 2"12-2"1. 12"! 3! 1!14 +our)eA www.marutisuzuki.)omBour-network.asp>

5ities 5o<ered 4y +rue Value 155 1 1 12" 2.. 245

8. 7)-M-+I-" S+)(+E,6
2he promotion in)lu%es all )ommuni)ations a marketer use% in the market for his pro%u)ts an% ser(i)es to )reate awareness, to persua%e the )ustomers, to $u# an% retain in future also. Eor impro(ement in the position of sales or progress of $usiness this metho% is use%. 2he message is gi(en to target group regar%ing the features an% $enefits of the pro%u)ts or ser(i)es. 8ithout )ommuni)ation, the features, $enefits an% s)hemes woul% not $e known to the )ustomers

Volume 2, Issue 5, May 20 !

7age &'

International Journal of Application or Innovation in Engineering & Management (IJAIEM)

Web Site: www.ijaiem.org Email: editor@ijaiem.org, editorijaiem@gmail.com Volume 2, Issue 5, May 20 ! ISS" 2! # $ %&%'
an% o$*e)ti(es of laun)hing of pro%u)ts or ser(i)es an% in)reasing sales woul% not $e )omplete%. 8hen )ommuni)ation )reates awareness then onl# the interest woul% $e )reate% an% )ustomers woul% take the %e)ision for $u#ing. Eor promotion %ifferent metho%s of )ommuni)ation )an $e use%. 2he promotional strateg# of Maruti +uzuki is (er# effe)ti(e. 2he )ompan# emphasise on roa% safet# an% en(ironment frien%l# pro%u)ts. 2he )ompan# has laun)he% roa% safet# mission un%er whi)h 4,"",""" people will $e traine% in the ne>t three #ears. 2his will $e %one through two )hannels - ,nstitute of 'ri(ing 2raining an% 9esear)h F,'29G an% the Maruti 'ri(ing +)hools sprea% a)ross the )ountr#. 6f the 4, "",""" people to $e traine%, at least 1,"",""" will $e people from un%erpri(ilege% se)tion of so)iet#, who are keen to take %ri(ing as a profession. 2he )ompan# has alwa#s promote% the )on)ept of H9e%u)e, 9euse, 9e)#)leH F.9&sG. 2he )ompan# has taken help of all the promotional tools like ra%io, tele(ision, roa% shows, print me%ia, workshops an% seminars to promote their )ars

8.

)-(2 S3-WS:

2he Compan# organizes roa% shows to %ispla# (ehi)les in the pa(ilions %uring (arious )ollege festi(als an% e>hi$ition.

8.2 )(2I-: 9a%io is one of the $iggest me%ium to )ommuni)ate. 2he )ompan# goes for ra%io announ)ements to )on(e# a$out the pro%u)t features, pri)e, 1ualities, et). 8.! 7)I"+ ME2I(:
2he )ompan# also promotes with the help of print me%ia .A%(ertisement is gi(en in lea%ing newspapers as well as the# %istri$ute $ro)hures an% leaflets at pu$li) pla)es to rea)h the )ustomers.At times the# organize workshops an% seminars to %ispla# their mo%els an% the# also offer test %ri(e. 2he )ompan# also a%(ertises through $anners an% posters.

'. 5-"51/SI-"
2he Maruti +uzuki has a huge market an% has left no stone unturne% to satisf# the )ustomers. ,t has mo%els in e(er# segment of the automo$ile market. Maruti +uzuki stan%s for (alue as mu)h as it stan%s for performan)e. ,n spite of rising input )osts, the )ompan# tries their $est to keep pri)es %own. 2heir running )osts an% resale (alues are un$eata$le too. Competiti(e strateg# of this )ompan# fa)ilitate% health# profit an% )ustomer satisfa)tion an% its re)ognition as a )ompan# whi)h stan%s for en(ironmental )on)erns. Nothing mat)hes the %elight their )ars %eli(er. ,n fa)t, )ustomer the# %on?t $u# a Maruti +uzuki, the# in(est in it. )E.E)E"5ES

[1]. 9amaswam#,7 + C Namakumari, + F2""-G, Marketing ManagementA /lo$al Perspe)ti(e, ,n%ian

Conte>tF!th e%itionG., Ma)millan Pu$lishers ,n%ia Lt% Ch-., pg-... [2] Neelamegham, + F2"12G, Marketing ,n%ia F!th e%itionG, 7ikash Pu$li)ation, New 'elhi [3] httpABBwww.$usiness%i)tionar#.)omB%efinitionB%istri$ution-strateg#.htmlIi>zz22.s!M8su [4] httpABBwww.s)ri$%.)omB%o)B42.-2"25BMaruti-+uzuki-A%(ertising-+trategies [5] httpABBwww.$usiness%i)tionar#.)omB%efinitionB%istri$ution-strateg#.html [6] httpABBwww.sli%eshare.netBsaura$hkumarlohalBmarketing-strateg#-of-maruti-suzuki [7] httpABBra*eshaithal.$logspot.inB2""3B1"Bpri)e-point-strateg#J.1.html [8] httpABBen.wikipe%ia.orgBwikiBMarketingJstrateg# [9] httpABBwww.marutisuzuki.)omBLatest-Maruti-Compan#-Kp%ate.asp> [10] httpABBsho%hganga.infli$net.a).inB$itstreamB1"5".B.3"!B1.B1.J)hapterL2"..p%f [11] httpABBwww.)ar%ekho.)omBMarutiB)armo%elsBpri)erange [12] httpABBwww.marutisuzuki.)omBour-network.asp>

(/+3-)S
,au=ar .atma pursue% MBA in Marketing from L.N. Mishra, Patna an% ser(e% as a /uest Le)turer at L.N. Mishra an% Anugrah Nara#an College, Patna, in or%er to e>)el in )orporate (ision worke% with A%(antage Me%ia Consultants an% ,C,C, $ank an% )urrentl# sharing her e>perien)es with stu%ents as an assistant professor in L.N. Mishra College of Business Management, Muzaffarpur.

Ela *umari pursue% MBA in Marketing from <a(ier ,nstitute of +o)ial +er(i)e, 9an)hi an%

worke% in )orporate for )ouple of #ears then she shifte% to a)a%emi)s an% worke% in A)a%em# of 2e)hnolog# an% Management College, New 'elhi as a le)turer for 2 #ears an% presentl# she is working as an Assistant Professor in L.N. Mishra College of Business Management, Muzaffarpur.

Volume 2, Issue 5, May 20 !

7age &&