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INTRODUCTION
Maruti udyog limited(mul) was established in1981 and production was
started in 1983. Its first product was maruti 800. Maruti udyog was renamed
as maruti udyog Suzuki india limited. In 2007. It is subsidiary of Suzuki motorcorporation, japan. It has market share of 42% of Indian passenger car market
in 2012-2013. It produced mare than 1 million units annually with 15
different model.
PASSENGER VEHICLES-DOMESTIC MARKETING SHARE
Passenger vehicle sales to increase from 3.2 million in FY2013 to 9.0 million in
FY2020E There are More than 35 market players.
other
17%
toyota
6%
m&m
12%
tata motors
12%hyundai
14%
maruti suzuki39%
market share 2013
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CAR MODELS (MARUTI)Model year Price
MARUTI 1983 2,10,027 - 2,32,610
OMNI 1984 2,17,655 - 2,82,013
GYPSY 1985 5,51,409 - 6,01,057
WAGONR 2000 3,57,880 - 4,44,674
ALTO 2000 3,21,358 - 3,34,598
2005 SWIFT
GRAND VITARA 2007 22,68,064 - 24,60,529
SWIFT DZIRE 2008 4,92,354 - 7,50,483
A-STAR 2008 3,81,171 - 4,66,219
RITZ 2009 4,32,237 - 6,33,612
EECO 2010 3,05,675 - 4,10,893
ALTO K10 2010 3,21,358 - 3,34,598
KIZASHI 2011 16,52,875 - 17,52,875
SX4 2011 7,38,114 - 9,79,786
ERTIGA 2013 5,98,970 - 8,70,970
CELERIO 2014 3,76,000-4,79,000
MODEL DISCONNTINUED
MARUTI 800 A_STAR
ESTILO.
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UPCOMING MODEL
CIAZ :6.99_9.80 LAC
MRWAGON:5.00 LAC
SX4S-CROSS:8 _12 LAC
FEATURES OF DIFFERENT MARUTI MODEL
ALTO K10 : it introduce K series engine.It is completely environmen
friendly and fuel efficient.
WAGONR GREEN:It is a fine balance of comfort space and
performance.It has CNG engine .it combine LPG technology.
RITZ:It is available into two model k-series petrol and diesel.
SX4:It has super turbo diesel engine.
KIZASHI:It is luxury car.
SWIFT : diesel and petrol car .
ERITGA GREEN:First utility vehicle with CNG ENGINE.
STINGRAY: for youth.
CELERIO :With revolutionary auto gear shift technology.
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NET SALE( IN MILLIONS)
SOURCE: Annual reports from(2010-2014).
PERFORMANCE OF MARUTI SUZUKI INDIA LIMITED
MARUTI SUZUKI GROWTH ANALYSIS
New WagonR launched april 2010.
Green Range (CNG) SX4, Estilo, WagonR,Eeco & Alto launched
500,000th K-series engine rolled out 2010.
Alto K10 Powered by the K-series engine, Indias favorite brand just got
better and zippyThe 998 cc engine in the Alto K10 has been carefully
designed to be environment friendly and fuel efficient (2010).
Kizashi sports sedan launched 2011.
SX4 Diesel variant launched 2011.
5 plants in the Gurgaon and Manesar areas of Haryana equip Maruti
Suzuki with a production capability of 1.55 million units per Annum.
Launch of the all new Swift in Petrol and Diesel versions in aug2011.
289,585
358,490 347,059
426,126 426,448
2.4 4.4 1.8 2.82 2 3 5
2009-10 2010-11 2011-12 2012-2013 2013-2014
Chart Title
Series 1 Series 2 Series 3
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Expanding safe driving training infrastructure and we now have 6
major institutes of driving and traffic research plus over 200 driving
schools all over the country 2011.
According to the carmaker, its domestic sales during July2012. stood at
71,024 units, compared to 66,504 units in July last year, up 6.8 percent.
The sales were driven mostly by its compact sedan Dzire, which clocked
11,413 units.
Swift and DZire, enter the SUV/MUV space with a new model
Ertiga,2011.
Maruti Suzuki introduced a refreshed version of Ritz (Diesel) starting at
5.31 lakhs in an exclusive fresh colour - Mystique Red 2012.
Maruti Suzuki launched the New Alto 800 2013.
Introduced ERTIGA Green, CNG Model on 25th June 2013
Introduced Celerio with the revolutionary Auto Gear Shift technology
on 6th February 2014
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EXPORT
Maruti Suzuki attained 1 million cumulative exports in 2013.
Maruti Suzuki India Limited exporting to 98 countries in Europe, Asia, Latin
America, Africa and Oceania.. In year 2009-10, Maruti Suzuki clocked export
sales of 147,575 units its highest ever and in 2011-12, the company exported
1,27,300 units.
The following are the top ten export destinations of Maruti Suzuki India
Limited.2010
Source: http://www.marutisuzuki.co
Netherlands ,
78,514
Algeria , 68,506
Italy , 52,250United
Kingdom ,
48,641
Chile , 45,029
Germany , 38,423
Srilanka , 30,078
Hungary , 22,924
Nepal , 22,368
Egypt , 18,523
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KEY STRAGEIES
The strategy of the company offer a compact, modern and fuel efficient car
Maruti Suzuki believes in Innovative Marketing Strategies.
Brand Positioning Strategy Of Maruti Suzuki India Limited:
Maruti Suzuki repositioned Swift as Sunshine Car (smart car for young
people) from earlier complete family car. This was done because the
competitors were coming out with similar products and then Maruti
Suzuki started what they call as Emotional Positioning.
SX4 Diesel variant launched 2011.
Maruti Suzuki introduced a refreshed version of Ritz (Diesel) starting at
` 5.31 lakhs in an exclusive fresh colour - Mystique Red2012.
Introduced ERTIGA Green, CNG Model on 25th June 2013
Expand presence in export markets with products like Swift, Dzire and
Ertiga 2013.
Introduced Celerio with the revolutionary Auto Gear Shift technology
on 6th February 2014.
Celerio, powered by Maruti Suzukis auto-gear-shift technology,
represents a path-breaking solution for the Indian market. It provides
convenience atless cost, with no compromise on mileage2014.
The new Maruti Suzuki CIAZ in the premium mid-size sedan segment
(displayed at Auto Expo 2014) is up and ready to be launched soon.
Promotional Strategy Of Maruti Suzuki India Limited
Rural India is a fast emerging as a focus area in the countrys economy.
Maruti knew that there is a great potential in rural markets & in rural
markets.
In May 2009, Maruti launched an outdoor campaign for Wagon R using
billboards, mobile vans, unipoles etc. The outdoor ads of WagonR were
placed on 23 outdoor sites in and around airports of several cities
across India.
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Mobile Support (MMS) vans, capable of reaching the customers
doorstep and fully equipped to handle normal service and repair needs.
it aim to considerably enhance its presence through this low-cost
distribution format. Meanwhile, RDSEs will continue to enhance
customer engagements.2013
The company emphasise on road safety and environment friendly
products. The company has launched road safety mission under which
5,00,000 people will be trained in the next three years.2013
This will be done through two channels - Institute of Driving Training
and Research (IDTR) and the Maruti Driving Schools spread across the
country. Of the 5, 00,000 people to be trained, at least 1,00,000 will be
people from underprivileged section of society, who are keen to take
driving as a profession. The company has always promoted the concept of "Reduce, Reuse,
Recycle" (3R's). in 2012.The company has taken help of all the
promotional tools like radio, television, road shows, print media,
workshops and seminars to promote their cars.
Maruti introduced the concept of R-outlets during 2013-14. In our
distribution architecture, R-outlets is our way to reach out deeper than
emerging market outlets. Maintenance service will be provided via
Maruti
Distribution Strategy
It has the largest distribution & Service network comprising of over 400 sales
showrooms, over 600 dealer workshops, and 1900 Authorized Service
Stations spanning across over 1190 cities unparalleled in the country. It has
30 Express Service Stations on 30 National Highways across 1,314 cities in
India.
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Competitive Forces
Year 2012 Unit sale in compact
segment
Revenue in crore
Maruti Suzuki 21185 37,522.4
Hyundai Motor Ind. 18908 33,46021
Tata Motors 8748 28,738
Honda 1828 6,55,892
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HYUNDAI:
It is south korea company.
2ndlargest car manufacturer in India .
Debut in 1998 with launch of Santro.
By 2004 had 5 models, Santro, Accent, Sonata and Elantra and Getz.
In 2007 launched i10 that give stiff competition to wagon R.
Hyundai grand I1o to take on Maruti Swift.It come with two
enginevarients 1.1 litre diesel and 1.2 litre petre.
Hyundai launched the Xecent compact sedan in india .that give
competition to swift dzire.
Hyundai Verna compete with Maruti ciaz
TATA
3rdLargest in Passenger Cars
Launched Indica in 1998
Acquired Jaguar and Land Rover brands ( 2008) .
TataIndigo Ec
Launch of Nano in 2009,MANZA, High Market share in diesel marke
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When Swift was initially launched it was positioned as The Complete Family
Car. Since Swift was launched in B-Segment, it had Santro and Tata Indica as
its biggest competitors in that segment. The stylish Tall Boy Design of Swift
together with its slogan helped it to position itself as one of the cars to look
upon.
Substitution - The threat of substitution is medium, there are various
substitution product of Maruti like bus, trains, aircraft etc. and also company
facing a competition from Chinese car. Hyundai, Nissan has come up with
really impressive cars to challenge the dominance of Maruti. To response this
and maintain its dominance in small segment, the Maruti announces WagonR
r and Alto 800 in the year 2012-2013.
Key Success
Maruti Suzuki wins the Businessworld International Business Awards
2012 (Exports Auto and Engineering Category).
Maruti Suzuki Zen Estilo and Swift DZire ranked as the most dependable
cars by our customers(2013).
4/5 top selling models in country from maruti Suzuki in 2013-2014.
16% growth in rural scale in 2013-2014.
1000+ maruti mobil support(mms) vehicls operating.
4.49 lakh+ people trends in safe driving in year (2013-2014).
MARUTI SUZAKI FUTURE PLAN
Maruti Suzuki has decided to enter the sub -800cc Segment.Two cars
that is Palette and MR Wagon unveiled during Delhi Auto Expo.
It plans to buy real state for dealer in india and built factories for parent
Suzuki
It plan to build its own family of diesel.
No to premium segment, focus will remain on small.
Maruti is considering expanding its Oracle footprint. The company is
evaluating Oracle Advanced Supply Chain Management and Oracle
Enterprise Asset Management.
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REFERENCES
Maruti Suzuki India Ltd, Annual Report 2010-11,from
www.marutisuzuki.com.
Maruti Suzuki India Ltd, Annual Report 201-12,from
www.marutisuzuki.com
Maruti Suzuki India Ltd, Annual Report 2012-13,from
www.marutisuzuki.com
Maruti Suzuki India Ltd, Annual Report 2013-14,from
www.marutisuzuki.com
http://www.slideshare.net/saurabhkumarlohal/marketing-strategy-of-
maruti-suzuki.
http://www.marutisuzuki.com/Latest-Maruti-Company-Update.aspx
http://www.scribd.com/doc/52392026/Maruti-Suzuki-Advertising-Strategies.
http://www.marutisuzuki.com/http://www.marutisuzuki.com/http://www.marutisuzuki.com/http://www.marutisuzuki.com/http://www.marutisuzuki.com/http://www.marutisuzuki.com/http://www.marutisuzuki.com/http://www.marutisuzuki.com/http://www.slideshare.net/saurabhkumarlohal/marketing-strategy-of-maruti-suzukihttp://www.slideshare.net/saurabhkumarlohal/marketing-strategy-of-maruti-suzukihttp://www.slideshare.net/saurabhkumarlohal/marketing-strategy-of-maruti-suzukihttp://www.slideshare.net/saurabhkumarlohal/marketing-strategy-of-maruti-suzukihttp://www.slideshare.net/saurabhkumarlohal/marketing-strategy-of-maruti-suzukihttp://www.marutisuzuki.com/Latest-Maruti-Company-Update.aspxhttp://www.marutisuzuki.com/Latest-Maruti-Company-Update.aspxhttp://www.marutisuzuki.com/Latest-Maruti-Company-Update.aspxhttp://www.slideshare.net/saurabhkumarlohal/marketing-strategy-of-maruti-suzukihttp://www.slideshare.net/saurabhkumarlohal/marketing-strategy-of-maruti-suzukihttp://www.marutisuzuki.com/http://www.marutisuzuki.com/http://www.marutisuzuki.com/http://www.marutisuzuki.com/ -
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CASE SYUDY
MARUTI UDYOG INDIA LIMITED
SUBMITTED TO: SUBMITTED BY:
DR.GURCHARN SINGH SANDEEP KAUR
PH.D(management)
742
SCHOOL OF MANAGEMENT STUDIESPUNJABI UNIVERSITY
PATIALA
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