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MARKETING MANAGEMENT PROJECT

-

 CATEGORY- AUTOMOBILE

 BRAND
SUZUKI
-- ACCESS 125cc
Presented by---


Siddharth
 Dixit(LEADER)
Uday Singh
SabyaSachi S.M.Patra
Ravindra Nayek
Rejoy K
Pranab R
LAUNCHED ON 17TH SEPTEMBER-2007 IN
DELHI.
INTRODUCTION:-
 Suzuki Access is the third offering in
Indian two wheeler market after Heat
and Zeus motorcycles.
The main thing regarding ACCESS is

that, it is the most power full
(125cc)scooter in india.

Launch strategy
 Initally suzuki was having a bike in the
market,but further they came to the conclusion
that,thereis a need of vehicle, that can meet the
requirement of all age group people.

 After the above research , they make a strategy of
investing 700 crore in Indian two wheeler
market till 2010 for to cover 4% of the market.

Segment gap
Formers scooters in India were not suitable for
all age groups people. They had certain
problems like kicking , gears , heavy weight
& less powerful.
 Access came out with a
bang fulfilling all the required features and
thus satisfying all customer’s expectation.
MARKET SEGMENT- TARGETED
 After lot of study we come to know that they
segment the market in two ways….
 1}DEMOGRAPHIC - Under this they targeted
young people, ladies , old people.
 2] ECONOMIC – Major part of Indian
market includes average income level
group of people, and because of this they
targeted the average people .
PRICING STRATEGY

 Chasing power
of customer. The competitor price

As here KINETIC SYM ( launched 1 month before the

access) is the one of the main competitor of suzuki
access,thatswhy it become the priority for the access
to fix the price acording to the KINETIC SYM

PRODUCT FEATURES :-
 As We Know That, Customers Differentiate A Product
According To Their Features. So, Lets Have A Look On
The Features Of SUZUKI ACCESS….
 I) POWER- 125CC

 II) COMFORT –

 III) MILLAGE – 65 KMPL
 IV) STYLE–
-
 V) SAFETY –
 VI) STORAGE CAPACITY-
 VII) CENTRAL LOCKING SYSTEM-
 VIII) RUST FREE BODY-
COMMUNICATION STRATEGY &
POSITIONING :-
 Suzuki entered in indian market with these
advertisment campgian…..Access.Flv
 Pomplet –

 Positioning- they have placed this product in the mind
of customer, like ---


“ SABKI WISH KARE POORI

Sales volume

 COMPANY HAS
ACHIVED A TARGET
OF 60000 UNIT IN 2007
& 80000 UNIT IN 2008.
WHILE THEY HAVE
TARGETED TO
ACHIVE THE SALES
LEVEL OF 120000 BY
FY-09
 (REFF- Mouthshut.com)

COMPARISON WITH OTHERS KEY PLAYERS
:-
AS WE KNOW THAT, THIS PRODUCT HAVE FEW COMPETITORS. SO, HERE IS SOME
COMPARISON WITH KEY PLAYERS…….

Models SUZUKI HONDA KYNETIC BAJAJ
ENGINE 125 CC
ACCESS 102 CC
ACTIVA 124 CC
FLYTE 95 CC
CRISTAL
CAPACITY
IGNITION Self & Kick Self & Kick Self & Kick Self & Kick
LENGTH & 1780 & 650 1765 & 715 1790 & 670 NA
WIDTH
HEIGHT(mm 1125 1130 1100 NA
(mm)
)
WHEEL 1250 1235 1260 NA
FULE
BASE (mm) 6.4 6 5 NA
TANK
PRICE 47000 45000 48000 35000
CAPACITY
MILLAGE 65KMPH 45KMPH 50KMPH 55KMPH
(lt)
BRAND AWARENESS/FEEDBACK……
 10 K.S.BALACHANDAR Sep 28th, 2007 at 3:10 pm 28-
09-2007
I was hunting for an alternative to ACTIVA HONDA which my wife

owns.I faced lot of problem with Honda clutch transmission. I
understand HONDA has sacrificed quality for pricing.I hope these
technical & economics are taken care.I have booked anticipating a
very good scooter from the house of suzuki.I am very
happy.Congrats for launcing the scooter to satisfy customers like
me.ALL THE BEST.
Bangalore


• 11 Atul Jain Sep 29th, 2007 at 5:28 pm

Suzuki Access is going to be a Hit. Suzuki is
globally known for quality, value for money &
customer satisfaction. I have seen the scooter. Its
Superb. they have taken care of every aspect . Its a
family vehicle. Has style, comfort, safety, space.
I want to become first customer in Gurgaon.

I wish all the best for access and everybody can be
confident of this product.
Gurgaon
Conclusion :-
 On the basis of consumer feedback &
our personal experience, we have
come to the conclusion that,
suzukiaccess has created overfull
demand in the market.

Reference :-
 1)SHOWROOM

 2) Wikipedia, the free encyclopedia.htm
 3) Suzuki_Access_125cc_Review.htm

 4)GOOGLE

 5)Direct customer feedback
Thank you….