Maruti Suzuki India Ltd.

 Joint venture between the Indian govt. and Suzuki of Japan.  In September 2007, Govt. of India sold its complete share to Indian financial institutions. With this, Govt. of India no longer has stake in Maruti Udyog.  Mr. Shinzo Nakanishi is Managing Director and CEO.  Maruti Suzuki is the only company in india to manufacture and sell One Million cars in a year.  Ranked 4th most reputed automobile company in the world.

Gurgaon Plant

Manesar Plant 

300 acres, capacity 700,000 cars/ annum 

500 acres, capacity 300,000 cars/ annum

Product Mix
MS 800 MS Alto MS Estilo MS Omni MS Eeco MS Wagnor MS A-Star MS Ritz MS Swift MS Swift Dzire MS SX4 MS Kizashi

MS Gypsy

MS Versa

MS Grand Vitara

Exports 
India has emerged as the largest exporter of passenger cars largely due to the high demand for Maruti Suzuki cars.  Maruti Suzuki exports, entry-level models across the globe to over 120 countries  Some important markets include Latin America, Africa, South East Asia and Oceana.  Company clocked its highest ever exports at 1,47,575 units, a growth of 111% in the Fiscal Year 2009-10.

Cont..

Source: www.marutisuzuki.com

Market share in India

Maruti Suzuki Swift

y Tagline You re the fuel. y European Styling , Japanese Engineering. y Swift is available with seven variants four with petrol and three with

diesel engine option. y Petrol version powered by 1.2L , K-series engine. y Diesel version packed with 1.3L , DDiS engine .

Features
Top Model Swift ZXI has Features 
ABS(Antilock Braking System)  Keyless entry  Dual front airbags  Central door locking (5 doors)  Shoulder adjusters  Tailgate opener electromagnetic type  Rear window wiper

Segmentation
Demographic  

  

Age - 20 to 34 Gender - Male, Female Family size - 4 to 5. Income - RS 20000-30000, 30000-50000, 50000 and above. Occupation - Professionals, Officials, Supervisors, Youngsters.

Psychographic  

Attitude - Middle class, working class Upper middle . Lifestyle

Cont..
Target Market 

Maruti Suzuki Swift target market segment of 4-6 lakh range. 

It will target the small car A2 segment.  It will mainly focus on the middle and workers class people.  It will satisfy both the needs of European and Indian customers.

Positioning 
Swift launched in other international markets gradually.  The Swift is an environmentally oriented concept and produced with a very

efficient 1.3 Litre DDiS engine, which would have great mileage and low emissions.

SWOT Analysis of Swift
Strengths 
Brand name (Maruti Suzuki) in the market.  Maruti Suzuki was the market leader at that time when Swift was

launched.  Good Service Network of 2668 Workshops in 1220 cities.  802 Dealers in 555 towns & Citiies of India.  Demand is more than supply.

Weakness 
Exports of Maruti Suzuki is Less.  Company has less presence in Global Market.

Cont..
Opportunities 
Introduction of more diesel models. The diesel car segment is growing.  Increased purchasing power of Indian middle class category.

Threats 
Foreign companies entering market; so a bigger threat from MNCs. y Growing Competition In hatchback Segment.  Threats from Chinese manufacturers.

Product life Cycle 

Red Area Shows Maruti Suzuki Swift Life Cycle.  Maruti Suzuki Swift is on Maturity Stage.  Swift sales crossed 4.5 lakh units since its launch in 2005.

Consumer Adoption Process

Competitors
Tata Indica Vista Maruti Suzuki Ritz Ford Figo

Hyundai Getz Hyundai i10 Chevrolet UVA

Nissan Micra Maruti Suzuki A-Star

Pricing
Price Strategy Used (Price Penetration) 
Charging a competitor price in the introductory phase of the life-cycle.

Pricing Objective 
Pricing objective of Maruti Suzuki Swift is to capture the market share. In

order to increase its market share Maruti Suzuki focused its promotions strategy on middle income group people. Competition is Very Tough in MidSegment.

Price of Maruti Suzuki Swift

Promotion Strategy
Ghar aa gaya Hindustan India Comes Home in Maruti Suzuki 

Television Ads  Print Ads  Radio Ads  TV shows - India s Got talent  hording  Organize Race rally YouTube - Maruti AD.mp4

Sales Promotion 
Product warranties  Accessories  Premiums (gifts)  Trade shows  Fast Service Network  Free Service workshops

Awards
y No. 1 in Initial Quality Study - JD Power y Total Customer Satisfaction - TNS Study y Car of the Year - BS Motoring y Car of the Year - CNBC Autocar y Best Value for Money Car - CNBC Autocar y Best Design and Styling - CNBC Autocar y Viewer's Choice - CNBC Autocar y Small Car of the Year - NDTV Profit y Design Car of the Year - BBC Top Gear y Car of the Year - Overdrive Number one premium compact car in - JD

POWER INDIA APEAL STUDY 2007