20068971 Maruti Udyog Limted Study of Marketing Strategies Mkt
marketing plan for maruti
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Transcript of marketing plan for maruti
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MARUTI SUZUKI Maruti was a private limited company named “ Maruti technical services private limited” (MTSPL) launched on November 16, 1970.Started production in 1983.
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SITUATIONAL ANALYSIS Analysing industry:-
Consolidated market Oligopoly
Analysing competition :- (Maruti Suzuki)Direct :- Hyundai, FordIndirect:- public transport, two wheelers.
Analysing customers:-Time periodBenefit soughtLife style
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LEADER OR FOLLOWER..?
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PESTLE ANALYSIS
POLITICAL ENVIRONMENT
• Politically stable• Support from Make in India campaign
ECONOMIC ENVIRONMENT
• Cheap car loans available.• Government promoting FDI•Rise in gdp
SOCIAL ENVIRONMENT
• Increasing purchasing power.• Lifestyle and attitudes.•Distance between residence and work place
TECHNOLOGICAL ENVIRONMENT
•Rapid advancement in technology.• Six sigma.•Solar battery operated cars
LEGAL ENVIRONMENT
• Complying with ever evolving emission standards.• Complying with safety and technical standards.
ECOLOGICAL ENVIRONMENT
• Solar technology•CNG cars
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PORTER’S INDUSTRY ANALYSIS
IS THE INDUSTRY
PROFITABLE?
SURVIVAL…?
INDUSTRY ATTRACTIVENESS….
!!
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INDUSTRY COMPETITIVENES
S
HIGH( ORGANISED
MARKET)
RIVALRY AMONGST
INDUSTRY FIRMS
THREAT OF NEW ENTRANTS
LOW
BARGAINING POWER OF
BUYERS
HIGH
THREAT OF SUBSTITUTES
HIGH
BARGAINING POWER OF SUPPLIERS
LOW
PORTER’S 5 FORCES
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MARKETING OBJECTIVEIncreasing the sales volumeTarget 2020Enhanced Research and DevelopmentEntering premium segment through NEXA
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SEGMENTATION AND TARGETTING
SEGMENTS
FEATURESMILEAGE DESIGN VALUE FOR
MONEYPERFORMANCE
LUXURY
PREMIUM CIAZ KIZASHI SWIFT
MIDMARKET RITZ CELERIO DZIRE,ERTIGA
BUDGET ALTO EECO,STINGRAY
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TARGETTING Mass marketing
Diffrentiated marketting Market concentration Niche marketting
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POSITIONINGTARGET SEGMENT Middle and High Income
Level, FamiliesCONSUMER BEHAVIOUR Price Sensitive, Value
seekingNATURE OF COMPETETION
Direct: Hyundai, Mahindra, Honda, TataIndirect: Public Transport, Two Wheelers
POINTS OF PARITY Ease of travelling, Safety
POINTS OF DIFFERENCE Mileage, Customer Service, High Resale Value
CRAFT THE POSITION Economically Oriented Vehicle
TESTING 2D
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VARIABLES DIFFRENTIAL POINTS
BRAND Performance, reliability
SERVICE Best after sales services,
CHANNEL Wide coverage, cost effectiveness
IMAGE Emotional connect
DIFFRENTIATION
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4 P’S OF MARKETTING
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PRODUCT
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PRICE
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PLACE
COVERAGE IN COUNTING
SHOWROOMS 400DEALER WORK SHOP 600
AUTHORIZED SERVICE STATION 1900CITIES COVERED 1190
MANUFACTURER DEALER
CUSTOMERS
THREE LEVEL CHANNEL
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Promotion strategyROAD SHOWSPRINT MEDIAFree test drivesProduct warranties as high as 40,000kms
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Out of the box promotions
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FINANCIAL AUDITAd expenditure as a percentage of revenue went up in FY15 for all the top companies.The country’s largest passenger vehicle maker, Maruti Suzuki, spent Rs 464 crore, about a third more than in FY14 which was 0.93% of their revenueSource: business-standard.com
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THANK YOU SIR