cases in mkting , mine

8/7/2019 cases in mkting , mine

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Introductiony Established in 1981.

y Launched Maruti 800.

y USP was fuel efficient, Cheap vehicles.y Monopoly for more than a decade.

y CAGR 25%.

y Launched International models in India in the mid90s


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y Category Type Length in mm

y A1 Mini Up to 3,400 mm

y A2 Compact 3,401-4,000 mmy A3 Mid-size 4,001-4,500 mm

y A4 Executive 4,501-4,700 mm

y A5 Premium 4,701-5,000 mm

y A6 Luxury 5,001mm and above

Source: www.marutiudyog.com


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y Presence in A1, A2, A3 segments.

y 50.9% market share in passenger car segment in 2004

2005.y Strategic tie-ups with finance companies & SBI.

y Bike to Car scheme.


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y A1 Maruti 800

y A2 Zen, Alto, Wagon R 54% growth.

y A3 Baleno, Esteem 109 % growth.

y Market share 17%

y UV Omni, Versa 9 % Growth.

y MPV Gypsy, Vitara 46% growth.

y Exports declined 4.5%


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Suzukis global strategyy Soon after divestment by GOI, Suzuki increased

operations in India by investing more heavily into

product range to overcome new competition from theKorean players like santro, matiz etc.


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Suzukis global strategy contd.y Suzuki fought competition in the small car segment by

launching global cars in India

y Made Maruti R&D hub for Asia outside Japan

y A launch of new compact car was planned on the lines

of needs of European market

y The car to be launched was Swift


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Launch of the swifty A truly global car , swift, was launched in India after

countries like Hungary, Japan and China

y Allocation of Rs.200 million for launch and marketingof the product

y All newly rolled out cars such as Wagon R, MarutiOmni, Maruti 800 etc, came with stickers andsunshields that proclaimed My next car is a Swift


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Contd.y Swift was purposefully displayed in showrooms and

other places unlike the industry practice of keeping

the new launch under veil

y A dedicated team of 1,000 salespersons, called

energisers was exclusively formed to promote Swift toits prospective customers


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Contd.y A media agency Initiative started a preview campaign

on various channels, thus creating 16 different ad

campaigns

y The strategy was to counter ad-avoidance tendency in

viewers


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Swift - Adapted for Indiay Engine & Transmission were modified.

y Suspension was strengthened.

y Ride height was increased.

y Robust HVAC system.

y Higher profile tyres.

y Paint was customized for Indian conditions.


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Competition & Positioningy Swift was positioned in the A2 segment, i.e. compact car

segment

y In the same segment, the main competitions wereHyundais Getz, Fords Fusion, Fiats Palio and OpelsSail

yGetz was its closest competitor

y To increase its sales, Swift was priced 10% less than itscompetitors


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Recent developmentsy With YOY growth , swift has become a market leader,

another car from the Maruti stable

y With its diesel variant in the market , its increasing itssales by high growth rate

y According to The worlds top auto markets by 2010Indian automobile market would match the USautomobile market by 2030


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CONLUSIONy Seeing the market, a fierce intra segment battle is

expected

y As Indian customer matures, in order to retain itsshare, Suzuki will have to-

Launch competitive products

Increase localization contents Develop India specific products

Enter new segments

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