Maruti Udyog Limited (MUL) was established in Feb 1981 through an Act of ParliamentMaruti 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.

Contd………

• The Joint Venture agreement was signed between Government of India and Suzuki Motor Company (now Suzuki Motor Corporation of Japan) in Oct 1982.

• The company went into production in a record time of 13 months and the first car was rolled out from Maruti Suzuki India Limited Gurgaon in December, 1983.

Board of Directors

Mr. Shinzo NakanishiManaging Director and the CEO

Mr. R.C. BhargavaChairman, Board of Director

Mr. OSAMU SUZUKIDirector

Mr. KENICHI AYUKAWADirector

Mr. Amal GanguliDirector

Mr. TSUNEO OHASHIDirector & Managing Executive

Ms. Pallavi Shroff

Mr. MANVINDER SINGH BANGADirector

Mr. DAVINDER SINGH BRARDirector

Mr. SHUJI OISHIDirector & Managing Executive Officer (Marketing & Sales)

6

Customer is the king

“The approach of identifying, establishing, maintaining, and enhancing lasting relationships with customers.”

“The formation of bonds between a company and its customers.”

What is CRM?

Five Views of CRM

• Marketing Automation

• Sales Automation

• Service and Service Fulfillment

• Customer Self-Service

• E-Commerce

8

Customer Relationship Management (CRM)

Traditional Marketing CRM

Goal: Expand customer base, increase market share by mass marketing

Goal: Establish a profitable, long-term, one-to-one relationship with customers; understanding their needs, preferences, expectations

Product oriented view Customer oriented view

Mass marketing / mass production

Mass customization, one-to-one marketing

Standardization of customer needs

Customer-supplier relationship

Transactional relationship Relational approach

Maruti and CRM

Maruti created a land-mark in CRM by launching a website for the customers in the year 1998

Maruti is investing a lot of money and effort in building customer loyalty programmes

Maruti Auto Card

MARUTI AND CRM

Availability of easy finance

True Value Outlet

On Road Service

Market Research Department Their Market Research department remains on its toes to

study the changing consumer behaviour and market needs. Maruti enjoys 70%repeat buyers which further bolsters their claim of being customer friendly

MARUTI AND CRM

Maruti has proper customer complain handling cell under the CRM dept. The CIC will help MSL rapidly build an information pool of over 3 million Maruti owners as well as that of its prospective customers

Maruti Call Center

Mega Camps

MARUTI AND CRM

Sports Events

Analytical CRM

MARUTI AND CRM

(1) Designing and executing targeted marketing campaigns

(2) Designing and executing campaigns, e.g. customer acquisition, cross- selling,up-selling, Addon-selling. (3)Analyzing customer behavior in order to make decision relating to products and services(e.g. pricing,product development)

(4)Management information system(e.g.financial forecasting and customer profitabilityAnalysis)

Other advantage: which help in CRM

A Buying Experience Like No Other

Maruti Suzuki has a sales network of 307 state-of -the-art showrooms across 189 cities, with a workforce of over 6000 trained sales personnel to guide MUL customers in finding the right car.

Quality Service Across 1036 Cities In the J.D. Power CSI Study Maruti Suzuki scored the highest across all 7

parameters:

1.least problems experienced with vehicle serviced,

2.highest service quality,

3. best in-service experience,

4.best service delivery,

5.best service advisor experience,

6. most user-friendly service and

7.best service initiation experience.

92% of Maruti Suzuki owners feel that work gets done right the first time during service. The J.D. Power CSI study also reveals that 97% of Maruti Suzuki owners would probably recommend the same make of vehicle, while 90% owners would probably repurchase the same make of vehicle.

Other advantage: which help in CRM

One Stop Shop At Maruti Suzuki, customers will find all car related needs met

under one roof. Whether it is easy finance, insurance, fleet management services, exchange- Maruti Suzuki is set to provide a single-window solution for all car related needs.

The Low Cost Maintenance Advant The acquisition cost is unfortunately not the only cost customers

face when buying a car. Not so in the case of a Maruti Suzuki. It is in the economy segment that the affordability of spares is most competitive, and it is here where Maruti Suzuki shines.

Lowest Cost of Ownership The highest satisfaction ratings with regard to cost of ownership

among all models are all Maruti Suzuki vehicles: Zen, Wagon R, Esteem, Maruti 800, Alto and Omni.

Other advantage: which help in CRM

CRM Through Social Relationship

In 1999 Launch of Maruti - Suzuki innovative traffic beat in Delhi and Chennai as social initiatives.

Maruti Driving School-Available in all major cities. Lady trainer for lady customer.

Institute of Driving Training and Research.

ENQUIRY BOOKING DELIVERY AFTER SALES SERVICE

Reminder Call

Positive/Negative

Water/Professional

Positive/NegativeWaterJuice

Tea & BiscuitSnacks

FriendlyFlowers

ChocolatesGanesh Ji

Positive/Negative

WaterCold Drink

Tea & BiscuitFriendly

Station 1 Station 2 Station 3 Station 4

STATIONS OF EXPERIENCE

Positive/NegativeFull technical tests

Pre Advance -BookingLaunch