MARUTI SUZUKI - ‘Way of Life’

INTRODUCTION
Maruti Udyog Limited was founded by the government of India on 24 February 1981,only to merge
with the Japanese automobile company Suzuki in October 1982.
Maruti Suzuki India limited is the leading company in producing passenger vehicles in India. 
The company has two manufacturing facilities in Gurgaon and Manesar, and headquartered in New
Delhi, India. These two plants have a pooled annual production capacity of 1.2 million units.
Mission – With no mission statement mentioned as such, still brands mission since its inception has
been “To motorize the country”.
Vision – “The Leader in the Indian Automobile Industry, creating customer Delight and Shareholder’s wealth; A
pride of India” Core values of MUL are :
Customer Obsession
Fast, Flexible and First Mover
Innovation and Creativity
Networking and Partnership
Openness and Learning

Tagline-“Way of Life”
 PRODUCTS
Having the wide range of models in almost every segment of the automobile market. Maruti Suzuki offers 13
brands and more than 100 plus variants spanning across all segments.
With cars in the economy segment, mid-range segment, luxury and super premium segment target group for the
brand includes anyone above 4 Lakh p.a. salary, people looking to switch from 2-wheeler to 4-wheeler,
millennials employed as professionals and managers. The middle class, Upper middle class, High class, and
Affluent class the age bracket of 21-65 years comprises of its target group.
 Current Products offered by Maruti Suzuki are :
MODEL PRODUCTION OUTLETS
Wagon R 1999–present Arena
Alto 2000–present Arena
Swift 2005–present Arena
Ertiga 2012–present Arena
Celerio 2014–present Arena
Ciaz 2014–present NEXA
Baleno 2015–present NEXA
S-Cross 2015–present NEXA
Vitara Brezza 2016–present Arena
Dzire 2017–present Arena
Ignis 2017–present NEXA
XL6 2019–present NEXA
S-Presso 2019–present Arena
SALES AND SERVICE NETWORK
1. NEXA 4. Maruti TrueValue

In 2015, Maruti Suzuki launched NEXA, a new dealership Maruti True service offered by Maruti Suzuki to its
network for its premium cars. customers. It is a market place for used Maruti Suzuki
Vehicles. One can buy, sell or exchange used Maruti or
Maruti currently sells the XL6, S-cross, Baleno, Ciaz non-Maruti vehicles with the help of this service in India.
and Ignis through NEXA outlets.S-Cross was the first car to
be sold through NEXA outlets. 5. Maruti Accessories

2. Maruti Insurance Maruti Suzuki started a new initiative under the brand
name Maruti Genuine Accessories to offer accessories like
Launched in 2002 Maruti Suzuki provides vehicle insurance alloy wheels, body cover, carpets, door visors, fog lamps,
to its customers with the help of the National Insurance stereo systems, seat covers and other car care products.
Company, Bajaj Allianz, New India Assurance and Royal These products are sold through dealer outlets and
Sundaram. authorized service stations throughout India.
3. Maruti Finance 6. Maruti Driving School
To promote its bottom line growth, Maruti Suzuki launched As part of its corporate social responsibility Maruti Suzuki
Maruti Finance in January 2002. launched the Maruti Driving School in Delhi. Later the
services were extended to other cities of India as well.
Maruti claims that its finance program offers most competitive These schools are modelled on international standards,
interest rates to its customers, which are lower by 0.25% to where learners go through classroom and practical
0.5% from the market rates sessions
• SWOT ANALYSIS OF THE
•
COMPANY
Brand name
STRENGHTS
•
Weaknesses
Weak interior quality in cars compared to its competitor.
• A product range, products that compete for themselves. • Inability to penetrate into the world market.
• High brand awareness and a good presence in the market • Intervention by the Government because it has a share in
for second-hand vehicles. Maruti Suzuki.
• Wide product offering at different price points. • Younger generations began to have a big affinity for new
• Largest dealer sales network and service centers. foreign brands.
• Good engine performance and  less maintenance.. • As with other players, Maruti hasn’t proved himself in the
SUV segment.

SWO
OPPORTUNITIES THREATS

• The rapidly growing market for automobiles and

increased purchasing power.
T •
•
Much higher fuel costs.
Economy recession and demonetization expenses.
• It can be an opportunity to build electric cars and fuel- • Replace by public transit modes such as taxis, subway
efficient cars for the future. trains, etc.
• Maruti Suzuki introduced their LPG version of Wagon R • Maruti Suzuki recently experienced a fall in market share
and at the same time, it as a positive move. due to the increasing demand for cars of foreign players.
• Maruti’s cars have immense potential in tapping into the
middle-class segment and serving as a big challenge to
Nano.
 EXTERNAL ENVIRONMENTAL
ANALYSIS •
Political Factors
Taxation and labor laws, affect the overall
revenue of the company if the taxes
Legal Factors increase then the company has to increase
Economic Factors
• Maruti Suzuki has to follow the its product price, and there is also an
• Maruti Suzuki is the leading automobile
highest standards of corporate increase in labor laws by the government.
• company in India but due to the economic
The company needs to abide by the rules
governance. and regulations while exporting or
downfall, its sales decreased by 32.7 percent
• Maruti Suzuki is involved in importing its counterparts from the
in August 2020. An increase in interest and
international trade, so it has to follow inflation rate will result in a negative impact on
international market.
the growth if the company.
the trade laws of every country • The oil price is a major factor in determining
involved. Increased level of regulations the sale of the company, as the oil prices are
and privatization of the automobile rising people are not willing to buy the cars and
sector also affects the sale of Maruti
Suzuki. PEST thus the sale decreases.

Environmental Factors
EL
•• .Maruti Suzuki enables a continuous Social Factors
• Maruti Suzuki believes in serving enhanced
process of promoting recyclable and
customer requirements, and perceived social
reusable car parts. Maruti is also practicing
value. Maruti has set up many welfare camps,
the 3 R model - Reuse, Reduce, Recycle
took initiative for the education of the
for a long time.
underprivileged, has adopted energy-saving
• In August 2010, the company took an
initiative to introduce environmentally
Technological Factors technologies, reduced water wastage, taken
• Maruti Suzuki is involved in the manufacturing care of road safety, etc.
friendly cars which are fitted with CNG
of fuel-efficient and small car engines. For its • To cater to the needs of the youth, Maruti has
option across the vehicle segment which
highest selling car Alto it launched a CNG kit. also launched Maruti Genuine Accessories
included Eco, Alto, Estilo, Wagon R, and
• The company applies next-generation KB which extends stereo systems, carpets, body
SX4. Thus Maruti became the first-ever
series engine in its new hatchback car A-star. covers, and many other car care products for
automobile company to introduce and
The company developed the its huge customer base.
manufacture CNG fitted models of car.
LPG/CNG/Hybrid system for the MPI engine
to use as the alternate fuel technology.
 LIFECYCLE OF MARUTI
SUZUKI’S MODELS
 Maruti Suzuki has introduced almost 26 models in the Indian Market since 1983.
 Out of these 26 models; 12 models has seen the end of its lifecycle and has either exited
the Indian market or discontinued globally.

Discontinued Maruti Suzuki models list and their Product life cycle concept helps the marketing
age manager to plan alternative marketing strategy to
address the challenges that their products are
Omni & Gypsy served Maruti Suzuki in India for likely to face.
almost 35 years!
Four stages of PLC-
Maruti 800 was actually the first offering from
Maruti Suzuki India. 1. Introduction stage
Another cult hatch – Zen survived for over 20 2. Growth stage
years in India. Zen was Maruti India’s first world
car and was exported to Europe as early as 1994. 3. Maturity stage

Esteem was Maruti’s attempt to cater the 4. Decline stage

executive sedan segment and could sell for almost
10 years here.
BCG MATRIX OF MARUTI SUZUKI
I. STAR
II. QUESTION MARK
III. CASH COW
IV. DOG
 MARUTI SUZUKI PROMOTION &
ADVERTISING
Advertising campaigns includes :
STRATEGY

1. Television commercials
2. Print and radio advertisements
3. Outdoor promotion
4. Point of sale and mobile promotion
IMC Strategy
Brand Ambassadors
 Promotional Offers
To attract customers Maruti launched novel offers like ‘Change your life’ campaign and also offered vehicle
insurance at just Rupee one.

Television Campaigns
1.In 2003 it came out with an toy car advertisement , “Kya karon Papa Petrol khatam hi nahi hota.”
2.The sales figure for the year 2003 reached upto 196,890 vehicles.
3. In 2010 a memorable brand campaign “ Kitna Deti Hai “ which focused on mileage .
4. In 2021 the company has launched “People Technology“ a dedicated campaign to celebrate innovations
and technologies that delight its customers .

1. https://youtu.be/LbX8e4seGoY
2. https://youtu.be/IDOepwHw0f0
 IN CONCLUSION WE HAVE
NOTED…
• We experienced how to make a marketing plan and advertising plan for the declined
product to increase the volume of sales. We even experienced the customers mind set
customers reaction in terms of price factor changes. And the major thing is that we
knew how to make SWOT analysis and what are the factors affecting the product rise.
• This experience has been used how to increase the volume and sales of the company.
• We made a study on advertising and marketing plan and this process. We made a
SWOT analysis and came to know what are the internal and external factors affecting
the decline product.
• One should have the basic knowledge on the situation of the market and customer
needs. And also should be able to communicate with people and should have
convincing skills. One should have updated information on the market.
• We came to know the customers mind set and how important advertising strategies are.