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    The document provides an overview of Maruti Suzuki in India, including a brief history, product portfolio, segmentation and targeting, and perceptual mapping. The key points are: 1) Maruti Suzuki was established in 1981 as a joint venture between the Government of India and Suzuki Motor Company of Japan, and it launched its iconic Maruti 800 model in 1983 which helped make cars affordable for the masses. 2) Today it has over 45% market share in India and offers a range of products from hatchbacks to sedans to SUVs that are targeted at different income groups. 3) Maruti uses perceptual mapping to understand how customers perceive its brands in terms of attributes like fuel efficiency

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    The document provides an overview of Maruti Suzuki in India, including a brief history, product portfolio, segmentation and targeting, and perceptual mapping. The key points are: 1) Maruti Suzuki was established in 1981 as a joint venture between the Government of India and Suzuki Motor Company of Japan, and it launched its iconic Maruti 800 model in 1983 which helped make cars affordable for the masses. 2) Today it has over 45% market share in India and offers a range of products from hatchbacks to sedans to SUVs that are targeted at different income groups. 3) Maruti uses perceptual mapping to understand how customers perceive its brands in terms of attributes like fuel efficiency

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    © All Rights Reserved
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    16 views13 pages

    MSIL+Perceptual Analysis

    Uploaded by

    charan rana
    The document provides an overview of Maruti Suzuki in India, including a brief history, product portfolio, segmentation and targeting, and perceptual mapping. The key points are: 1) Maruti Suzuki was established in 1981 as a joint venture between the Government of India and Suzuki Motor Company of Japan, and it launched its iconic Maruti 800 model in 1983 which helped make cars affordable for the masses. 2) Today it has over 45% market share in India and offers a range of products from hatchbacks to sedans to SUVs that are targeted at different income groups. 3) Maruti uses perceptual mapping to understand how customers perceive its brands in terms of attributes like fuel efficiency

    Copyright:

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    of 13

    &

    Perceptual Mapping

    Presented By:
    - Charandeep
    Rana
    - Teja Praneeth
    - Rahul Agrawal
    - Annant Jain
    - Vaishakh

    Agenda:

    Brief history
    Product portfolio and their major competitors
    STP
    Perceptual Mapping
    The NEXA strategy

    Brief History:
    Established on 24th February 1981 as Maruti Udyog
    Limited
    2nd October 1982, license & joint venture agreement
    between Maruti Udyog Limited & Suzuki Motor
    Company(SMC) of Japan
    Public Sector Unit with 74% share with Government of
    India & 26% with SMC

    Received the right to import 40,000 fully built-up


    Suzukis, in the first 2 years
    December 1983,the iconic Maruti 800 launched,
    company went into production in record 13 months,
    plant at Gurgaon, Harayana
    2

    Brief History:
    1984 Maruti Van, 1985 Gypsy, 1986 new M800

    1987 equity increased to 40% by SMC

    1988, Gurgaon plant capacity at 1,00,000 units


    annually

    2013 Government of India sold stake, SMC


    owned 56.21%
    Second plant inaugurated in 2007 at Manesar,
    Harayana, taking total manufacturing capacity to
    1.55 million units
    3

    Product Portfolio:

    Market share in Indian market : 46.67 % (From July15 to July16 from www.team-bhp.com )

    Sedan Sales

    Hatchback Sales
    18%
    2%
    2%
    4%

    52%

    4%

    Maruti
    Hyundai
    Renault
    Honda
    Ford
    VW
    Others

    20%

    47%

    10%

    Maruti
    Honda
    Hyundai
    Others

    23%

    19%

    MUV Sales

    SUV Sales
    16%

    7%

    13%
    Maruti
    Mahindra
    Others

    13%

    25%

    39%

    Maruti
    Mahindra
    Hyundai
    Ford
    Others

    62%
    25%
    4

    Segmentation And Targeting on


    the basis of income group:

    Brand Positioning:

    Various taglines of different cars


    Maruti 800 - Change Your Life
    Omni- Fits All
    WagonR- For The Smarter Race
    Alto- Lets Go
    Ciaz Make Way For The CIAZ
    Swift - You Are The Fuel
    Scross Above The Ordinary
    6

    Brand Positioning:

    Brunswicks Lens model:


    Product
    Features

    Perception
    s

    Preference

    Advertising
    ,
    Salesforce,
    Word- ofmouth

    Aware,
    Available
    price

    Choice

    Perceptual mapping:
    Core benefit proposition(CBP)
    Tool to understand relationship between
    CBP & Customers choice process
    Perceptual mapping is useful for Finding a hole in the market space
    Positioning in the market
    Market cannibalization strategy
    Lesser the gap, more the chances of
    substituting it

    10

    Perceptual map:
    Fuel
    efficiency

    Maruti
    Suzuki
    Tata

    Hyundai
    Mahindra

    M
    L

    Value for
    money

    Honda

    Low : L
    Medium : M
    High : H

    For
    d
    M

    Volkswagen
    H

    Luxury

    The NEXA Strategy:


    Why NEXA?
    Segregating the customers
    Different sellers for premium offerings

    NEXA A New Exclusive Automotive Experience

    Thankyou

    13

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