20230666 maruti suzuki india

7/31/2019 20230666 Maruti Suzuki India

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Sub Marketing Strategy.

Submitted to Prof. Vikram Parekh.

Date 21/ 09/ 2009


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Mohd. Asad Khan. Bhaskar Shukla. Tushar Kamble.

Kanchan Sahare. Sachin Surve.


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VISION

1984 :- Fuel efficient Vehicle with latest technology.

1987 :- Leader in Domestic Market and Be among

Global Players in Overseas Market.

1997 Till Date :- The leader in Automobile industry,

Creating Customers delight and

Shareholders wealth, a pride of

India.


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ABOUT MARUTI SUZUKI

Subsidiary of Suzuki Motor Corporation of Japan

India's largest passenger car company

25 Years of trust

Over 7720 employees in 4 plants


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INDIANAUTOMOBILEINDUSTRY(2007-08)


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CURRENT STRATEGIES BY MARUTI

Pricing strategy - catering to all segments

Offering one stop shop to customers

Repositioning of Maruti products


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Customer Centric Approach

Committed to motorizing India

Realisation of importance of vehicle maintenance

services market

Playing on cost leadership


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COMPETITOR ANALYSIS

HYUNDAI

1. Positioning of Hyundai Santro

- Family Car to Smart Car for young People

- Complete Family Car to Sunshine car.

2. Hyundais Pricing Strategy

- Markdown of Prices on Santro Xing

- Non AC Santro at 2.79 Lacs


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TATA MOTORS

1. Positioning Of Tata Indica

- Indica is positioned as more car per car

2. Tatas Pricing Strategy

- Indica is priced between Rs 2.56 Lacs to 3.88 Lacs


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CURRENT THREATS

Perception Change

Growing Competition In Compact Cars

Few Maruti models may face extinction


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RULEOF 3

Maruti Suzuki is Specialist. As it plays only in

Passenger and Commercial cars and related

Subsidiaries.

Maruti Insurance (2002)

Maruti Finance (2002, 166 cities)

Authorized Service Stations.

Maruti True Value

Maruti Driving Schools (Delhi and Panjab)


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COMPETITIVEPOSITIONS

Market leader (54%. 2008-09)

Expanding the total market.

Defending the market share.

Expanding market share.


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PORTERSFIVEFORCES


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BASISOFSEGMENTATION

Geographic

Region, City or MetroSize, Density, Climate

Demographic

Age, Gender, Family sizeand Fife cycle, Race,Occupation, or Income ...

Lifestyle or Personality

Psychographic


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TARGETING:- SELECTIVESPECIALIZATION

Market

ProductUrban Semi Urban Rural

A1 Yes Yes

A2 Yes Yes Yes

A3 Yes Yes

SUV Yes

C- Class Yes Yes Yes


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TARGETING:-ONTHEBASISOFINCOMEGROUP

Income Group

ProductRS. 2- 3 lacs./annum

RS. 3-5 lacs./annum

RS. 5 - > 5 lacs./annum

A1 Yes

A2 Yes Yes

A3 Yes

SUV Yes

C- Class Yes Yes Yes


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POSITIONING

Product Target Customers Benefits Value Proposition

A1 A consumer who

wants car.

Durability and

Performance

A car which gives

Durability in low cost.

A2 A consumer who

wants Small &spacious car.

Spaciousness . A spacious small car

without extra cost.

A3 A consumer who

wants more comfort

car

Design, Style and

Luxury.

A car design with style

and luxury.

SUV Lifestyle Orientedconsumers.

Rigidness, Luxuryand Comfort .

A Vehicle that providesthe luxury and Comfort

of a car.

C-Class A consumer who

wants car for

commercial use

More spacious car. A big car with

reasonable price


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BCG MATRIX

Relative market share

= Business unit sales this year

Leading rival's sales this year

Market growth rate= Individual sales - Individual sales

current year pervious yearIndividual sales pervious year


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-60%

-40%

-20%

0%

20%

40%

60%

80%

100%

120%

00.511.522.53

R

ELATVEMARK

ETGROWTH

RELATIVE MARKET SHARE

A1

A2

A3

SUV

CC

BCG MATRIX


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GENERICSTRATEGIES

Overall cost leadership Low-cost-position relative to a firms peers Manage relationships throughout the entire value chain

Differentiation Create products and/or services that are unique and valued Non-price attributes for which customers will pay a premium

Focus strategy

Narrow product lines, buyer segments, or targeted geographic markets Attain advantages either through differentiation or cost leadership


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GENERICSTRATEGIES

Cost Leadership Differentiation

DifferentiationLower Cost

DifferentiationFocus

Cost FocusParticular

Segment

Industry wideS

c

o

pe

Competitive Advantage


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ANOFF'SMATRIX

MarketPenetration Distribution

Expansion of

manufacturing facilities

MarketDevelopment

Exports

Diversification

ProductDevelopmentNew product Splash

Existing Product New Product

Existing

Market

NewMarket


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4PS

Product

Price Place

Promotion


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EXISTING PRODUCT STRATEGY

Portfolio of 12 products

Five product lines

Core Product, Formal Product, Augmented Product &

Future Product

Product Line Products

A1 800

A2 Alto, Zen ,WagonR, Swift, A-star

A3 D ZiRE, Sx4

SUV Vitara, Gypsy

C - Class Omani, Versa


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CoreProduct

Attributes Styling

Colour

Brand

Name

PackagingQuality

InstructionsManual

After sales

services

Delivery

points &

systems

Installation(for bulky

products)

Customer

complaint

management

Payment

options

(for high

priced

prod-

cts)

Replaceme

nt or

returns

policy

Guarantees &

warranties

Core

ProductFormal

Product

Augmented

Product

Future Product

PRODUCT STRATEGY


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SUGGESTEDPRODUCTSTRATEGY

More fuel efficient cars.

AlterNet fuel cars.

Eco friendly cars.

More focus on A1, A2 & A3.


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MOREFOCUSONA1, A2 & A3.


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EXISTINGPRICESTRATEGY

Pricing Objective :- Market share &

Cost Leadership

Pricing Method :- Markup Pricing (cost plus pricing )

Pricing strategy :- Economical Pricing


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SUGGESTEDPRICESTRATEGY

Continue Economic pricing strategy as it will help to

achieve goal of become cost leader.

Expansion of manufacturing facility to achieve

economies of scale.


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EXISTINGPLACESTRATEGY

600 New car sales outlets covering 393 cities.

265 Maruti True Value outlets spread across 166

cities.

2628 Maruti Authorized Service Stations, covering

1220 cities.

Tie up with Adani group for exporting 200,000 units

through Mnudra port Gujarat


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SUGGESTEDPLACESTRATEGY

400 new car sales outlets in next three years.

150 new true value shops in next three years.

1200 new Maruti Authorized Service Stations in next three

years.

Tie up with other distributors for Exports.


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EXISTINGPROMOTIONSTRATEGY

o Advertising

oTV Ads

oPrint Ads

oRadio Ads

o Advertising Strategy

Persuasion Advertising

Ghar Aa Gaya Hindustan

India Comes Home in Maruti Suzuki.

Information Advertising


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CONT.

Alternative Advertising Options

BTL - Sponsorships

TV shows - Indias Got talent

Place Advertising Bill boards

Sales Promotions

Product warranties

Premiums (gifts)

Trade shows

2,628The number of workshops that provide customerswith maintenance support in 1220 cities.


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SUGGESTEDPROMOTIONSTRATEGY

Continue with existing Advertising strategy.

Look for Alternative Advertising Options.

BTL


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20230666 maruti suzuki india

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