Post on 28-Mar-2015
description
Maruti Suzuki India Ltd.
Joint venture between the Indian govt. and Suzuki of Japan. In September 2007, Govt. of India sold its complete share to
Indian financial institutions. With this, Govt. of India no longer has stake in Maruti Udyog.
Mr. Shinzo Nakanishi is Managing Director and CEO. Maruti Suzuki is the only company in india to manufacture and
sell One Million cars in a year. Ranked 4th most reputed automobile company in the world.
Gurgaon Plant Manesar Plant
300 acres, capacity 700,000 cars/ annum 500 acres, capacity 300,000 cars/ annum
Product Mix
MS 800 MS Eeco MS Swift
MS Alto MS Wagnor MS Swift Dzire
MS Estilo MS A-Star MS SX4
MS Omni MS Ritz MS Kizashi
MS Gypsy MS Versa MS Grand Vitara
Exports
India has emerged as the largest exporter of passenger cars largely due to the high demand for Maruti Suzuki cars.
Maruti Suzuki exports, entry-level models across the globe to over 120 countries
Some important markets include Latin America, Africa, South East Asia and Oceana.
Company clocked its highest ever exports at 1,47,575 units, a growth of 111% in the Fiscal Year 2009-10.
Cont..
Source: www.marutisuzuki.com
Market share in India
Maruti Suzuki Swift
Tagline – You’re the fuel.European Styling , Japanese Engineering.Swift is available with seven variants four with petrol and three with
diesel engine option.Petrol version powered by 1.2L , K-series engine. Diesel version packed with 1.3L , DDiS engine .
Features
Top Model Swift ZXI has Features
ABS(Antilock Braking System) Keyless entry Dual front airbags Central door locking (5 doors) Shoulder adjusters Tailgate opener electromagnetic type Rear window wiper
Segmentation Demographic Age - 20 to 34 Gender - Male, Female Family size - 4 to 5. Income - RS 20000-30000, 30000-50000, 50000 and above. Occupation - Professionals, Officials, Supervisors, Youngsters.
Psychographic Attitude - Middle class, working class Upper middle . Lifestyle
Cont.. Target Market Maruti Suzuki Swift target market segment of 4-6 lakh range.
It will target the small car A2 segment. It will mainly focus on the middle and workers class people. It will satisfy both the needs of European and Indian customers.
Positioning Swift launched in other international markets gradually.
The Swift is an environmentally oriented concept and produced with a very efficient 1.3 Litre DDiS engine, which would have great mileage and low emissions.
Strengths Brand name (Maruti Suzuki) in the market. Maruti Suzuki was the market leader at that time when Swift was
launched. Good Service Network of 2668 Workshops in 1220 cities. 802 Dealers in 555 towns & Citiies of India. Demand is more than supply.
Weakness Exports of Maruti Suzuki is Less. Company has less presence in Global Market.
SWOT Analysis of Swift
Cont..
Opportunities Introduction of more diesel models. The diesel car segment is growing. Increased purchasing power of Indian middle class category.
Threats Foreign companies entering market; so a bigger threat from MNCs.Growing Competition In hatchback Segment. Threats from Chinese manufacturers.
Product life Cycle
Red Area Shows Maruti Suzuki Swift Life Cycle. Maruti Suzuki Swift is on Maturity Stage. Swift sales crossed 4.5 lakh units since its launch in 2005.
Consumer Adoption Process
Competitors
Tata Indica Vista
Maruti Suzuki Ritz
Hyundai i10
Hyundai Getz
Maruti Suzuki A-Star Nissan Micra
Ford Figo
Chevrolet UVA
Pricing
Price Strategy Used (Price Penetration) Charging a competitor price in the introductory phase of the life-cycle.
Pricing Objective Pricing objective of Maruti Suzuki Swift is to capture the market share. In
order to increase its market share Maruti Suzuki focused its promotions strategy on middle income group people. Competition is Very Tough in Mid-Segment.
Price of Maruti Suzuki Swift
Promotion Strategy
Ghar aa gaya Hindustan
India Comes Home in Maruti Suzuki
Television Ads Print Ads Radio Ads TV shows - India’s Got talent hording Organize Race rally
YouTube - Maruti AD.mp4
Sales Promotion
Product warranties Accessories Premiums (gifts) Trade shows Fast Service Network Free Service workshops
AwardsNo. 1 in Initial Quality Study - JD Power Total Customer Satisfaction - TNS Study Car of the Year - BS Motoring Car of the Year - CNBC Autocar Best Value for Money Car - CNBC Autocar Best Design and Styling - CNBC Autocar Viewer's Choice - CNBC Autocar Small Car of the Year - NDTV Profit Design Car of the Year - BBC Top Gear Car of the Year - Overdrive Number one premium compact car in - JD
POWER INDIA APEAL STUDY 2007
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