STP MARKETING ANALYSIS ON MARUTI SUZUKI

Maruti Udyog Limited (MUL) : established in February 1981, though the actual production commenced in 1983.

Maruti Udyog Limited was renamed as Maruti Suzuki India Limited. (17 Sept. 2007,) and currently the country’s largest car maker.

Its Chairman is Mr. R. C. Bhargava

MD & CEO = Mr. Kenichi Ayukawa

The company's headquarters are located in New Delhi.

RANGE OF PRODUCTSIndia comes home in a Maruti Suzuki, It's been their mission to provide a car for every individual, family, need, budget and way of life.

SegmentationGeographical

Demographic

Psychographic

Behavioral

Geographical Segmentation

• Country wise reach.

• For Urban and Semi Urban areas

Demographic Segmentation

• For every life cycle but above age of 18 years.

Income base segmentation

Family SizeSmall

Large

Psychographic Segment

• It focuses middle class people.

• Company also has sports oriented cars.

Benefit SoughtRoad Warriors Generation Price shoppers

Behavioral Segmentation

Usage Rate/Frequency

Heavy Product Use

Medium Product Use

Low Product Use

Targeting• Maruthi targets on the

basis of income groups in our country

• Size of the target segment.

• Potential growth • Sustainability

• Potential completion.

positioning• Maruti try to understand the

customer’s demography and psychology to position a brand.

• Maruti have transformed from being a sales-driven organization to a totally customer centric organization.

• The earlier tag line was based on reliability and affordability, but with ‘Way of Life’, our brand positioning of being straightforward and value driven has been joined by attributes of sporty and spirit to create more excitement.

Competitors Analysis

UPCOMING IN THIS 2017

Expected Launch: 13 January, 2017Price: 5-7 Lakh

Ignis 2017 mini crossover