ASSIGNMENT ON

PRODUCT LIFE
CYCLE
SUBMITTED TO SUBMITTED BY

Ms. Parul Saraogi Samanpreet kaur

(2232259)
 Product life cycle
 According to Philip kotler The ideas of products,like people
,have a birth ,a life, a death,and that they should be
financed and marketed with this in mind.

 Even as a new product is being

launched,its manufacturer should be
preparing for a day when it has to be killed
off. Its sales and profits start at a low level
high level and decline again to a low level.
 PRODUCT LIFE
CYCLE OF MARUTI
800
 Product life cycle of
Maruti 800
• Maruti is a small city car that was manufactured by
maruti suzuki in india from 1983 to 18 january 2014
• The first generation (SS80)was based on the 1979
suzuki fronte and an 800 cc F8B engine.
• Widely regarding as the most influential automobile in
india ,about 2.87 million 800s were produced during its
course of which 2.66 million were sold in india itself.
• With over 30 years of production, Maruti 800 remains
the second largest production car in india .
• In the 1980s and early 1990s ,the name “Maruti’’ was
synonymous with maruti 800 . It remained the best
selling car in india until 20 14.
• Its is also exported to many countries in South Asia
included Nepal Bangladesh and Sri Lanka.
INTRODUCTION STAGE ( 1983-
86)
 The introduction of this car revolutionize the automotive industry
in india.This was the first affordable car that people can buy , the
first era front wheel drive and high speed contemporary vehicle.

 MARUTI UDYOG LIMITED Launched first ‘MARUTI 800’ in india

market on december 1983.

 The delivery was against bookings done with Maruti Udyog

limited ( A govt of india undertaking).
 First car was presented to Lord venkateswara of tirumala
venkateswara temple. First car was sold to Harpal singh for
Rs.48000/- as a lucky owner and received keys from Prime
Minister of india INDIRA GANDHI.
GROWTH STAGE (1987-1996)
 Maruti 800 come up with new features like ,AC
version and music system in the car .
 Sales increased by 852 units to 20,269 units
and reached up to 31,314 units
 First export began in 1987 .
STRATEGIES ADOPTED
 Customer care has became a key element for
maruti.
 Increased maruti service stations every 50kms
on a highway.
 For increasing its market share it launched new
car models.
MATURITY STAGE (1997-2002)
 In 1997, MARUTI introduced a new car with jelly bean shape .
However it was not so successful in the market .
 Launched revamped version of MARUTI 800 EX ,with new engine ,
shock absorber ,coil spring suspension ,but this model lost their
sales gradually .
 Entry of compititors like General Motors ,Ford ,Tata.
 In 2002 ,MARUTI launched ‘ ALTO ’ , with bigger stylish version of
the Maruti 800.

STRATEGIES ADOPTED AT MATURITY STAGE

 Pricing strategy:-categorizing to all segments , car priced at rupees ,
187,000/-is the lowest offer on the road.
 Developed different revenue streams in the form of maruti insurance,
maruti finance
 Introduced new facelifts model based on market responses or
customer feedback or the competitors moves
 Committed to motorizing India partnership with STATE BANK OF INDIA
organized finance to small towns enables people to buy cars in
rupees:-2599/- scheme
 DECLINE STAGE(2002-2014)
 Due to heavy competition from competitors like
Hyundai i10 and Chevrolet Spark, sales of maruti 800
was drastically decreased.
 The sales went down from 1,51,976 units in the year
2000 to about 69,553 in 2007.
 Buyers were attracted to cheap small cars like NANO.
 In 2008-2009 experienced a drastic reduction in sales.
 Major competitors Tata Motors launched Tata Nano,
which was smaller and yet offered more space than
the Maruti 800.
Thank you