Maruti Suzuki

SALES MANAGEMENT - II

DECEMBER
2023
 Agenda
• Introduction
• About
• Product Portfolio
• Sales Analysis
• Marketing Mix
• Sales Strategy
• Customer Satisfaction

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 Overview Of The
Company
Maruti Suzuki India Limited (MSIL), a subsidiary of Suzuki
Motor Corporation, Japan, is India’s largest passenger car
maker. Maruti Suzuki is credited with having ushered in the
automobile revolution in the country. The Company is
engaged in the business of manufacturing and sale of
passenger vehicles in India. Making a small beginning with
the iconic Maruti 800 car, Maruti Suzuki today has a vast
portfolio of 16 car models with over 150 variants. Maruti
Suzuki’s product range extends from entry level small cars
like Alto 800, Alto K10 to the luxury sedan Ciaz. Other
activities include facilitation of pre-owned car sales fleet
management, car financing. The Company has manufacturing
facilities in Gurgaon and Manesar in Haryana and a state-of-
the-art R&D center in Rohtak, Haryana. The Company,
formerly known as Maruti Udyog Limited, was incorporated
as a joint venture between the Government of India and
Suzuki Motor Corporation, Japan in February, 1981. Presently,
Suzuki Motor Corporation owns equity of 56.2%. ADD A FOOTER
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INTRODUCTION
DIFFERENT PRODUCTS ADD A FOOTER
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THE WAY TO GET STARTED IS TO QUIT TALKING AND BEGIN DOING
Walt Disney
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 OUR LEADERSHIP

Year Year Year

MR RC BHARGAVA MR. HISASHI MR KENICHI MR YUKIHIRO

TAKEUCHI AYUKAWA YAMASHITA
CHAIRMAN
MANAGING DIRECTOR JOINT MANAGING
DIRECTOR AND DIRECTOR
CEO

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 MARUTI SUZUKI SWIFT
• Inspired by the Mini Coopers of the era, the Maruti Suzuki introduced the Swift
hatchback in May 2005. The car was designed to offer a blend of style, performance, and
fuel efficiency, targeting the younger generation of car buyers.
• For the first time, the Indian auto market witnessed a massive waiting period of over 6
months for a specific model. According to data, the automaker registered 2,00,000 sales
units in March 2008 and it continued increasing to 3,00,000 and 5,00,000 units in 2009
and 2010 respectively.
• Since then, the Swift has been a consistent best-seller in its segments amassing over 2.5
million units in total sales. In order to maintain its popularity, the company has regularly
updated the model and introduced 3 generations in the country.

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 PRODUCT
Product Design Product Quality Technological Lifecycle
and Features Variants and Assurance and Innovation Management
Customization Warranty
 Example:  Example: Regular
Example: The Example: Example: Providing
Maruti Suzuki Offering various extended warranties Incorporating updates and
Swift focuses on variants (e.g., LXi, and emphasizing advanced facelifts to keep
sleek design, VXi, ZXi) to cater quality control technologies like the product fresh
efficiency, and to different measures to build trust hybrid systems to and aligned with
advanced features customer among customers. stay competitive in market trends.
such as touch preferences and the market.
screen infotainment budgets.  Source:
and safety systems. Source: Company
 Source: Automotive Automotive
press releases,
Source: Maruti customer reviews and technology news, industry reports,
 Source: Maruti feedback. official press news articles.
Suzuki dealership
Suzuki Swift releases.
information,
official website, market analysis
product brochures. reports.

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 PRICE
Competitive Pricing Discounts and Promotions Value-for-Money Perception

• Example: Offering • Example: Seasonal • Example: Emphasizing

competitive pricing discounts, exchange the features and
compared to other offers, and financing performance relative to
models in the same schemes to attract the price to create a
segment. customers. perception of value.

• Source: Comparative • Source: Promotional • Source: Marketing

pricing analysis, materials, dealership campaigns, customer
industry experts' announcements. testimonials.
opinions.

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 PLACE
Distribution Channels
• Example: Utilizing an extensive
dealership network and online
platforms for wider accessibility.
• Source: Company reports, distribution
network details.
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Global Market Presence
Example: Expanding to international markets to
increase the brand's global footprint.
Source: International market entry announcements,
global sales reports.
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 PROMOTION
Advertising Social Media Sponsorship Customer Public
Campaigns Presence and Events Loyalty Relations
Programs

• Example: Engaging • Example: Actively • Example: • Example: • Example: Building

in multimedia engaging with Sponsoring sports Implementing positive
advertising customers on social events or loyalty programs relationships with
campaigns to create media platforms for participating in auto or exclusive the media to ensure
brand awareness. promotion and shows to enhance benefits for favorable coverage.
customer interaction. brand visibility. repeat customers.
• Source: Television • Source: Press
commercials, • Source: Social media • Source: Event • Source: Loyalty releases, media
online accounts, digital participation program details, interviews with
advertisements, marketing reports. announcements, customer company
print media. sponsorship details. testimonials. representatives.

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MARUTI SUZUKI
STRATEGY
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 MARUTI TRIPLE BOTTOM LINE
PERFORMANCE
SUZUKI

Economic Performance
The Company along with its
stakeholders create a multiplier
effect on the economy, thereby
generating millions of direct and
indirect employment
opportunities. The Company
distributes about 90% of the value
it generates to various
stakeholders across its value chain.
 Suppliers, Capital
Goods Manufacturers,
In-bound Logistics and
MSIL
Car manufacturing has significant interlink
ages with industries involved in the primary,
secondary, and tertiary economic activities, thus
creating livelihood opportunities for millions
and making the sector one of the biggest
employment generators in the country. The
Company buys ~ 95% of its components (by
value) from suppliers with manufacturing plant
in India, making MSIL a significant contributor
to local employment and the ‘Make in India’
initiative of the Government of India.

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Outbound Transporters

Transporters form an important

link in the value chain by
providing the outbound logistics.
This generates employment for
drivers, cleaners, motels,
transporters, and their staff.
Transportation of cars also
generates demand for commercial
vehicles

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 Marketing and Sales

Car sales to customers are facilitated

by a wide range of professionals such
as sales workforce of the Company,
dealer workforce, car insurance
providers, financiers, advertisement
agencies, and market researchers
among others.

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 Aftermarket

Car part generates employment in a

unique way. Sizeable proportion of all
cars on the road is chauffeur-driven. The
taxi segment generates potential
employment of at least one driver per car.
Every car sold needs to be serviced or
repaired, refueled and so on, generating
millions of employment opportunities
across these segments.

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 CUSTOMER SATISFACTION
ENGAGEMENT & SUPPORT

Doorstep service facility, with 335 specially designed service-on-

wheels workshops, has been made available in 163 cities across
India. Additionally, more than 1,100 Maruti Mobile Support
(MMS) vehicles are providing servicing facility at the doorstep of
customers mostly in areas away from the existing service
infrastructure.
 Customer Satisfaction
• In line with the core value of customer obsession, the Company regularly gauges customer satisfaction levels
with the sales processes experienced at dealerships.
• Customer satisfaction levels associated with the buying experience are measured through an internal Customer
Delight Index (CDI), which considers customers’ feedback across various attributes collated monthly. The CDI is
derived using a rating scale ranging from -50 to +150 (Excellent: 150, Very Good: 100, Good: 50, Fair: 0, Poor: -50).
CDI results are used by the Company to enhance and align sales processes at dealerships in line with customer
expectations.
• During the reporting period, the Company overachieved its target (121) with a customer satisfaction survey score
of 126.8 (NEXA 127.9, Arena 125.8). For FY 2023-24, the Company aims to maintain this level of customer
satisfaction.

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Thank You!
PRESENTER NAME - AARTI

Roll Number
42122002
Email
ug42122002@dseu.ac.in