Customer Akshay
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Transcript of Customer Akshay
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8/3/2019 Customer Akshay
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Presentation On
Maruti Suzuki
BY:
Akshay GuptaCharu Mishra
Kritika Verma
Parnami Chetia
Shakeb Khan
Virendra Singh
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Formerly known as Maruti Udyog Limited.
Incorporated as a joint venture between Government
of India and SMC (Suzuki Motor CORP), Japan on
24th February, 1981 as an act of parliament.
It is one Indias first company to be honoured with
an ISO 9000:2000 certificate.
Maruti Suzuki rolled out its first car from Gurgaon
on 14th December, 1983.
With an early entry into the Indian market, Maruti
Suzuki has been the leader in the throughout.
Maruti retains a dominant market share despite
increasing competition.
Introduction
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More consumer oriented,
Cost effective,
Profit maximization,
The Leader in the Indian
Automobile Industry,
Creating Customer Delight
and Shareholder's Wealth,
eventually become a pride
of India
Modernization of theIndian Automobile Industry
Developing cars faster and
selling them for less.
Production of fuel-efficient
vehicles to conserve scarce
resources.
Production of large numbe
of motor vehicles.
Market Penetration, Marke
Development.
Product Development andDiversification.
MISSION VISION
Mission & Vision
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Strengths
Contemporary technology.Early mover advantages.
Recruitment is done in very
edious manner ensuring
alent and best professionals.
After sale services.
Brand Image .
Brand loyalty.
Reliable and cheap.
Product for many segment
f market .
Weaknesses
Diseconomies to scale.No online presence.
Not diversified.
10% components are
manufactured outside India.
Though MUL has launched
luxury cars as well its still
considered as poor mans
brand.
Opportunities
Innovation
Online
Product and services
xpansion
Takeovers
Targeting Higher Middle
lass requirements
Threats
Competition
Price wars
Product substitutes
Change in customer taste,
preference, purchasing power.
SWOT
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ore benefit: this is the fundamental level the service or benefit thustomer is really buying. As maruti is dealing in 4-wheelers, cor
enefit is moving one place to another conveniently i.e
ansportation.
asic product: at this level the marketer must turn the corenefit into a basic product.
xpected product: a set of attributes and conditions buyer
ormally expect when they purchase a product. Various attribute
hat are exacted are Safety, Speed, Luxury, Style, Fuel- efficiency.
ugmented product: at this level a marketer prepares
ugmented product the exceeds the customer expectation
ompetition takes place mostly at the expected product leve
arious products like Maruti Swift have satisfied customers.otential product: this level encompasses all the possibl
ugmentations and transformation the product might undergo i
he future like offering various Colors, Modifications etc.
PRODUCT HIERARCHY
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SEGMENTATION
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PRODUCT LINE PRODUCTS
1 800
2 ALTO, ZEN, WAGON-R,
SWIFT, A-STAR
3 ESTEEM, BALENO
TILITY VEHICLE VITARA, GYPSYMULTIPURPOSE VEHICLE OMNI VERSA
TARGETING
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MARKET
RODUCT
URBAN SEMI-
URBAN RURAL
1 YES YES
2 YES YES YES
3 YES YES
V YES
MUV YES YES YES
1. TARGETING ON BASIS OF
INCOME
2. TARGETING ON BASIS OF AREA
NCOMEROUP
RODUCT
Rs 2-3LACS/ANNUM
Rs 3-5LACS/ANNUM
Rs 5 >LACS/ANNUM
1 YES
2 YES YES
3 YES
V YES
MUV YES YES YES
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RODUCT TARGETCUSTOMERS
BENEFITS VALUEPROPOSITIO
N
1 A consumer
who wants car.
Durability &
Performance
A car which
gives durabilit
in less cost
2 A consumer
who wants
small &
spacious car
Spaciousness A spacious
small car
without extra
cost
3 A consumer
who wants
more comfort
car
Design, style &
luxury
A car design
with style &
luxury
TILITY
EHICLE
Lifestyle
oriented
consumers
Rigidness,
luxury &
comfort
A vehicle that
provides the
luxury &comfort of a ca
MULTI-
URPOSE
EHICLE
A consumer
who wants car
for commercial
use
More spacious
car
A big car with
reasonable
price
POSITIONING
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OFFER VARIANTS FOR ALL MODELS AT
PRICE DIFFERENCE OF RS.10000
STRONG PRESENCE IN SMALL HATCH -
BACK SEGMENT WITH 5 MODELS PRESENT
VARIED OPTIONS HELPS CUSTOMER TO
SELECT MODELS WITH FEATURES THEYREQUIRE AND AVOIDS OVER LOADING OF
UNNECESSARY FEATURES
THIS STRATEGY HELPS BUILDING LOYAL
CUSTOMER BASE
STRATEGY HELPS IN ATTRACTING
CUSTOMERS
HELPS MARUTI INCREASE ITS MARKET
SHARE
HELPS MARUTI TO ENJOY FIRST MOVERS
ADVANTAGE
SUCH STRATEGY ADDS UP ADDITIONAL
COST OF PRODUCTION
PRICING POLICY
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PRODUCT
PLACE PRICE
PROMOTION
4Ps OF MARUTI SUZUKI SWIFT
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Fully loaded with a range of
exciting new features.
European Styling, Japanese
Engineering, Dream-Like Handling.
Packed with energy and ready to
deliver a dynamic drive.
We get lower road noise, and a
greater feeling of stability.
Class-defining ride quality.
PRODUCT
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Targeting the premium segment
with their latest model
Pricing of this premium hatchback
to start from Rs. 4 lakhs
BY keeping price range at 4 lakhs
tax saving idea is also considered
by 2%
More competitive price than
Hyundai Getz
PRICE
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The Rs1,524.2 crore plant has a
capacity to roll out 1 lakhs cars peryear
Engine and the transmission plant
has owned by Suzuki Power trainIndia Limited.
The ultimate total plant capacity is
three lakhs diesel engine.
PLACE
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Three versions were launched withthe base variant carrying a retailtag of Rs 3.85 lakhs.
Most-sold car in the first year ofany car in the history of the Indianautomobile industry.
Having total sales of 61,200 units.
Higher than what Maruti hadinitially planned to sell.
4,000 bookings at the time of itslaunch.
One of the most demanded car.
PROMOTION
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Marutis customer centricity is very
much exemplified by the five times
consecutive wins at J.D Power CSI Award.
The customer centric attitude is imbibed
in its employees
Maruti Suzuki also provides other
services to its consumers which are:-
1. Authorised service stations
2. Maruti Insurance
3. Maruti Finance
4. Maruti True Value
5. Maruti Driving School
CUSTOMER CENTRIC ORGANISATION
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Eco-Friendly
Feedback
Financing
Driving School
Annual Count
Energy
Emissions &
WastesProduct &Services
CUSTOMER RELATIONSHIP
MANAGEMENT
(CRM)
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