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THE KING OF AUTOMOBILE INDUSTRY
SUBMITTED TO:SHARAD VERMA FACULTY S&D
SUBMITTED BY:DHRUV GOSWAMI VINAY KRISHNA DASI VIRENDRA RATHORE MANISH JURI
its' only competitors. though the actual production commenced in 1983 with the Maruti 800 . Maruti Suzuki is one of India's leading automobile manufacturers and the market leader in the car segment.the Hindustan Ambassador and premier Padmini were both around 25 years out of date at that point Through 2004. Marutis are sold in India and various several other countries.which at the time was the only modern car available in India. It is a leading four-wheeler automaker manufacturer in south asia. It is the market leader in India and on 17 September 2007. It is largely credited for having brought in an automobile revolution to India. Models similar to Marutis (but not manufactured by Maruti Udyog) are . Maruti Suzuki India Limited is a publicly listed automaker in INDIA. depending upon export orders. It was the first company in India to mass-produce and sell more than a million cars. The company headquarter is in GURGAON. both in terms of volume of vehicles sold and revenue earned.. HARYANA. Maruti Udyog was renamed Maruti Suzuki India Limited. Suzuki motor corporation of Japan holds a majority stake in the company. based on the SUZUKI Alto kei car .INTRODUCTION……. Maruti Udyog Limited (MUL) was established in February 1981. Maruti has produced over 5 Million vehicles.
with Suzuki as a minor partner to make a people's car for middle class India. Till recently the term "Maruti". Maruti 800 . Vision. was associated to the Maruti 800 model. Over the years.Creating customer delight and shareholders wealth . Mission. . The company annually exports more than 50.000 cars annually. ownership has changed hands and the customer has evolved.To provide maximum value for money to their customers through continuous improvement of products and services. in popular Indian culture. the product range has widened.till 2004. the term "Maruti" is commonly used to refer to this compact car model. was the India's largest selling compact car ever since it was launched in 1983.000 cars and has an extremely large domestic market in India selling over 730.sold by Suzuki and manufactured in Pakistan and other South Asian countries. Due to the large number of Maruti 800s sold in the Indian market. Maruti Suzuki was born as a government company. More than a million units of this car have been sold worldwide so far .
142 authorized service outlets.Maruti has a network of 391 sales outlets across 230 cities all over India. The company vouches for customer satisfaction.The company's change in strategy and emphasis on developing effective marketing communications was their highlights. For its sincere efforts it has been rated (by customers)first in customer satisfaction among all car makers in India for ten years in a row in annual survey. The service network covers 1. a subsidiary of Suzuki Motor Corporation . Maruti Suzuki India Limited.113 towns and cities. bolstered by 2. MARKET SCENERIO (2007-08 )….
of which 53.024 were exported.842 cars. ➢ Historious car is Maruti 800 . over six million Maruti cars are on Indian roads since the first car was rolled out on 14 December 1983.of Japan. Maruti Suzuki sold 764. In all. has been the leader of the Indian car market for over two decades. During 2007-08. BRANDS OF MUL…….
(P) “Lets go” ➢ Versa(2003-) (P) “The joy for travelling together” ➢ Zen Estilo(2005-) (P) “ Shape ur world” ➢ Swift 1 very small face-lift(2005) (P & D) • Maruti Suzuki SX4 (May 2007.July 2007. Imported(P) “Play it your way” • Maruti DZiRE Sedan Version of swift . “Stop @ nothing” Models of 2009 • Suzuki Splash • Ritz “Live the Moment” Targeting :. 1 Face-Lift.Largest selling car inIndia.) (P & D) “Men are back” • Suzuki Grand Vitara Sports Utility Vehicle .Selective Specialization Market Product Urban Semi – Urban Rural A1 Yes Yes . 2 Face-Lifts(P) “Fits all” ➢ Gypsy – 1985 (P) “King” ➢ Wagon-R – 1999. until 2004 .March 2008(P & D) “The heart car” • Suzuki Alto (Sold in India as the Maruti A-Star) Launched in 2008 December.Launched 1983 . (P)“Change ur life” ➢ Omni – 1984.cheapest car in India. 2 Face-Lifts.Maruti 800 .(P)”For the smarter race” ➢ Alto – 2000. Currently the largest selling car in India.
.3 lacs.> 5 lacs. 5 . /annum Yes Yes Yes Yes Product A1 Target Customers A consumer who wants car. RS. 2. 3-5 lacs. /annum /annum Product A1 A2 A3 SUV C.A2 A3 SUV C.Class Yes Yes Yes Yes Yes Yes Yes Yes Yes Targeting :.on the basis of income Group Income Group RS. Benefits Durability and Performance Value Proposition A car which gives Durability in low cost.Class Positioning:Yes Yes Yes Yes RS.
Style and Luxury. Spaciousness . A car design with style and luxury. A big car with reasonable price A3 Design. A consumer who wants more comfort car Lifestyle Oriented consumers. Luxury and Comfort . 4Ps: Product Price Place Promotion PRODUCT STRATEGY: Portfolio of 12 products Five product lines . Rigidness.A2 A consumer who wants Small & spacious car. A Vehicle that provides the luxury and Comfort of a car. SUV C-Class A consumer who wants car for commercial use More spacious car. A spacious small car without extra cost.
Maruti – 800 is the lowest price car of this company.Product Line A1 A2 A3 SUV C . 210000 to Rs. Versa Price:- The price of the Maruti car is between Rs. Alto. Sx4 Vitara. Gypsy Omani. 1500000.Wagon –R. A-star D ZiRE. But Grand Vitara is the high price modle of the company . Wagonr. . Zen & Esteem are the mid price car of the company. Swift. design etc.Class Products 800 Alto. Omni. quality. The price of car are decided according to its product varity. Place strategy: 600 New car sales outlets covering 393 cities. Zen . are also the low price car of the company.
Promotion Strategy:○ Advertising ○ TV Ads ○ Print Ads ○ Radio Ads ○ Advertising Strategy Persuasion Advertising “Ghar Aa Gaya Hindustan” “India Comes Home in Maruti Suzuki. 150 new true value shops in next three years. covering 1220 cities. 2628 Maruti Authorized Service Stations. Tie up with Adani group for exporting 200. 1200 new Maruti Authorized Service Stations in next three years.” Information Advertising . 265 ‘Maruti True Value’ outlets spread across 166 cities. Tie up with other distributors for Exports.000 units through Mnudra port Gujarat Suggested Place strategy: 400 new car sales outlets in next three years.
Maruti and CRM: Maruti created a land-mark in CRM by launching a website for the customers in the year 1998 Maruti Auto Card-.Auto Card brings the customer all the advantages of an international credit card in addition to bringing the customer an opportunity Maruti True Value Out let:Maruti has aided customers by providing them the facility to bring their vehicle to a 'Maruti True Value' outlet and exchange it for a new car. Alternative Advertising Options BTL . This helps them retain the customer. They are offered loyalty discounts in return. Maruti Call Center:- . by paying the difference.India’s Got talent Place Advertising – Bill boards Sales Promotions Product warranties Premiums (gifts) Trade shows 2.628The number of workshops that provide customers with maintenance support in 1220 cities.Sponsorships TV shows .
Maruti has proper customer complain handling cell under the CRM dept. Has a great dealership chain in the market. This service started as a benefit or value addition to customers and was able to ramp up easily. SWOT Analysis:- STRENGTHS Bigger name in the market Trust of People Maruti Udyog Ltd. Better after sales service Low maintenance cost of vehicle WEAKNESSES Exports are not that good. Bajaj Allianz. The CIC will help MUL rapidly build an information pool of over 3 million Maruti owners as well as that of its prospective Maruti insurance:It has launched in 2002 Maruti provides vehicle insurance to its customers with the help of the National Insurance Company. By December 2005 they were able to sell more than two million insurance policies since its inception. Ltd and Maruti Insurance Brokers Pvt. Limited. Lesser diesel models in the market compare to others Global image is not that big . New India Assurance and Royal Sundaram. The service was set up the company with the inception of two subsidiaries Maruti Insurance Distributors Services Pvt. is the market leader for more than a decade.
so a bigger threat from MNCs. as many big names are coming in the industry There is hardly any diesel models Rs.5 lakh car Future Plan:- .OPPURTUNITIES Great opportunities to go global with success of Swift and SX4 allover Introduction of more diesel models. The diesel car segment is growing Opportunity to grow bigger by entering into bigger car markets Already a market leader so great opportunity to be the king of market in every stage of industry THREATS Foreign companies entering market. 1. To the market share. 1 lakh – Rs.
Fourth assembly plant will be scaled up to produce 3. .as against Nano's 623cc and wear a tag of around Rs 1.000 cars a year by 2010. NEXT SUPERSTAR:Suzuki Cervo'sport a Suzuki 660cc engine .5 lakh on road.00.
Between fiscal year 2002 and 2007 the market of automobile grew at rate of 9. · MSL (Maruti Suzuki Limited) has segmented the market in to A.5%.Conclusion:Maruti Suzuki is India’s one of the leading auto mobile manufactures and also the leader of the market both in terms of volume and revenue generated.6% where Maruti captures a share of 69%. Maruti 800 was the hot seller till 2005. It also captures 89% of multi –purpose vehicles. D and Eon the basis of price and length and weight. · In C. · In segment A price always plays a vital role MSL was the sole manufacture till 2000.D and E segment Maruti has number of competitors and has a less growth . · Taking the sale trend in to account MSL sold a record number of vehicle 7. C.603 million in 2007-08 showing a growth of 20%. B.922 million which rose to 178.6 % in sports utility vehicle segments. · Hence Maruti Suzuki Limited has captured over all share of 46% in the Indian car market. And 1.4% of passenger car segment while the total share of this segment is 78%.024 units of export. · MSL has also captured 51. · In segment B growth of automobile was 57. . In this segment also MSL lack of more models than other company. Its products like alto and Zen are two role models with these segments.842 in 2007-08 including 53. 14. So in every segment Maruti Suzuki has shown its presence. In 200708 it record a turnover of INR 145.