Maruti Udyog Ltd is one of India's leading automobile manufacturers and the market leader in the car segment, both in terms of

volume of vehicles sold and revenue earned. Until recently, 18.28% of the company was

owned by the Indian government, and 54.2% by Suzuki of Japan. The Indian government held an

initial public offering of 25% of the company in June 2003. As of May 10, 2007, Govt. of India

sold its complete share to Indian financial institutions. With this, Govt. of India no longer

has stake in Maruti Udyog.

Maruti Udyog Limited (MUL) was established in February 1981, though the actual production commenced in 1983. Through 2004, Maruti has produced over 5 Million vehicles. Marutis are sold in India and various several other countries, depending upon export orders. Cars similar to Marutis (but not manufactured by Maruti Udyog) are sold by Suzuki in Pakistan and other South Asian countries.

MARKETING MIX

PRODUCT PRICE PLACE PROMOTION

These 4P’s includes some factors which the companies marketing activity. So that the Maruti company use its own marketing mix which is the set of marketing tool that they uses to pursue its marketing objective in the target market.

According to Maruti Udyog Limited they define and decide different factors under 4P’s are as follows:

There are number of products ( models ) Of Maruti are in the market. Some of the

models are given below:- M – 800, Zen, Esteem, Omni, Alto, Gypsy,

Wagonr,Grand Vitara etc. These products are divided on the basis of product quality,

variety,design, features etc.

They define different factors: They shows the quality of product. They select the product variety from different

categories. They decide the size of the car according to

current or future market conditions. They define the car features to the customer

like, car looking very good. They provide different model and different

colour.

The price of the Maruti car is between

Rs. 210000 to Rs. 1500000. Maruti – 800 is the lowest price car of this company. Alto, Omni, Wagonr, are also the low price car of the company, Zen & Esteem are the mid price car of the company. But Grand Vitara is the high price modle of the company . The price of car are decided according to its product varity, quality, design etc.

In price case:

They provide a list of different types of model of cars.

They give a discount in range of 20% to 25%

Main promotion of car is done by the

Advertising. The advertising is mainly done in the form of different T.V. channels, different newspaper, holdings etc. Now days the main promotion is done by the brand ambassadors such as film stars, celebrities, sportsmen, etc. And in this case they decide his actual or required sales forces for selling its car. And they maintain customer relationship. And they do direct marketing.

The place of the car is in the whole world. Maruti Udyog Limited decides its distribution

channels for selling car, like use some time one level or some time two level marketing channels. They decide areas in which they deal with customers. They show the permanent location for selling the car. They provide the many useful inventory. they define the transport facility of the company for company to market and market to consumers. Many showroom of Maruti udyog limited is in our India.

(SEGMENTATION,TARGETING,POSITION)

The business or the organization can not meet the needs of each and every individual in the market, the market is divided into meaningful, relatively similar and identifiable groups, the purpose of which is to enable to the marketer to meet the needs of one or more specific groups.

Firm often use market segmentation- dividing the market into subsets a customer that behave similarly.

The development of target market strategy consists of three general phases: analyzing consumer demand, targeting the market and developing the market strategy.

the company determines demand of a patterns, establishes bases of segments.

the company than positions it’s offering relative to competitors and outlines the appropriate marketing mix.

Level of marketing: They use segmentation level in market. A market segment consists of a group of customers who shares a similar set of wants.Thus we would distinguish between

car buyers who are primarily seeking low cast basic transportation and those seeking a luxurious driving experience.

Matching of the customer needs:

Different customers have different needs. To match their needs,Maruti Udyog Limited creates different offers for each segmentation. segmentation makes sense and provides

customer with a better solution.

Better opportunities for growth:

Market segmentation can build sales. For example, customer can be encouraged to “Trade up” after being introduced to a particular product with an introductory, lower price product.

Maruti-Suzuki TodayMore than half the cars sold in India are Maruti cars. The

company is a subsidiary of Suzuki Motor Corporation, Japan, which owns 54.2 per cent of Maruti. The rest is owned by the public and financial institutions. We are listed on the Bombay Stock Exchange and National Stock Exchange in India.

During 2006-07, Maruti Suzuki sold about 675,000 cars, of which 39,000 were exported. In all, over six million Maruti cars are on Indian roads since the first car was rolled out on December 14, 1983.

Maruti Suzuki offers 10 models, ranging from the people’s car, Maruti 800, for less than Rs 200,000 ($ 5000) ex-showroom to the premium sedan SX 4 and luxury SUV, Grand Vitara.

There are five patterns of target market selection--------

1. Single-segment concentration. 2. Selective specialization. 3. Product specialization. 4. Market specialization. 5. Full market coverage.

CONCLUSION

In 2001 Maruti-Suzuki India Ltd became of the first automobile companies in the world to get an ISO 9001-2000 certification. A V Belgium global auditor for international organization for standardization (ISO), certified maruti after a four day long audit, covering varied parameters like customer focus organization, leadership, involvement of people, process approach, system approach to management, continual improvement etc