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Transcript of PROJECT Final Final (1)
AProject Study Report
OnTraining Undertaken at
Maruti SuzukiTitled
A STYDY TO INCREASE PENETRATION LEVEL &“BRAND LOYALTY”
Submitted in the partial fulfillment of the requirement for the Degree of M.B.A-
(MARKETING MANAGEMENT)Master of Business Administration
Supervised By:
INTERNAL GUIDANCE:-
SUBMITTED TO:- SUBMITTED BY:- RITESH GUPTA Management Faculty Roll.No: 511011478 S.M.U (Bharatpur) M.B.A- IVth Sem.
B.S.INSTITUTE OF MANAGEMENT & TECHNOLOGY BHARATPUR (03037)
Brand Loyalty Roll No : 511011478- 1 -101
DECLARATION
This is to certify that Mr. RITESH GUPTA of B.S.Institute of Management and Technology
(03037), Bharatpur has successfully completed an original project titled “A STYDY TO
INCREASE PENETRATION LEVEL & BRAND LOYALTY”
This project has been done in partial fulfillment for the award of the M.B.A.-IV Semester for
the academic session 2011-2012.The student has remained in touch with me and has
completed the project to my satisfaction and as per the requirement of the course.
Management Faculty S.M.U (Bharatpur)
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PREFACE
Training is an important and inevitable part of MBA. The main
objective of practical training is to develop skill in student by supplement to the
theoretical study of business management in general. Industrial training helps to
gain real life knowledge about the industrial environment and business practices.
The MBA Programme provides student with a fundamental knowledge of business
and organizational functions and activities, as well as an exposure to strategic
thinking of management.
In every professional course, training is an important factor. Faculties give us
theoretical knowledge of various subjects in the college but we are practically
exposed of such subjects when we get the training in the organization. It is only the
training through which I come to know that what an industry is and how it works. I
can learn about various departmental operations being performed in the industry,
which would, in return, help me in the future when I will enter the practical field.
Training is an integral part of MBA and each and every student has to
undergo the training in a company and then prepare a project report on the same
after the completion of training.
During this whole training I got a lot of experience and came to know about
the management practices in real that how it differs from those of theoretical
knowledge and the practically in the real life.
In todays globalize world, where cut throat competition is prevailing in the
market, theoretical knowledge is not sufficient. Beside this one need to have
practical knowledge, which would help an individual in his/her carrier activities and it
is true that
“Experience is best teacher”.
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ACKNOWLEDGEMENT
I express my sincere thanks to my project guide, Mr. Pramod Kumar Center Head
(03037), for guiding me right from the inception till the successful completion of the
project. I sincerely acknowledge him for extending their valuable guidance, support
for literature, critical reviews of project and the report and above all the moral
support he had provided to me with all stages of this project.
I would also like to thank the supporting staff MBA Department, for their help and
cooperation throughout our project.
RITESH GUPTA
Brand Loyalty Roll No : 511011478- 4 -101
TABLE OF CONTENTS
CHAPTER:-1
Singificance of study
Abstract
Objective of study
Methodology
CHAPTER:-2
Introduction
Impact of advertising
Problem statement
Industry profile
History
Logos & Symbols
Brand portfolio
Pricing
CHAPTER:-3
Competitor analysis
Tata motors
Hunsai motors
CHAPTER:-4
Brand exploratory
CHAPTER:-5
Brand strategy
CHAPTER:-6
Conclusion And Recommendation
CHAPTER:-7
Appendix : Questionnaire
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SIGNIFICANCE OF STUDY
Marketing Analysis is an important technique for the analysis of marketing statements. With
the help of marketing analysis, we can estimate the progress of a business, short term and
long-term marketing position. On the basis of these the management can take the important
decisions. The marketing terms given in the marketing statements can be calculated by the
marketing analysis. With the help of marketing analysis, we can represent the difficult figures
in briefs and can understand easily. It is not important only for management, but also for
others like creditors, investors, marketing institutions, by financial analysis they can estimate
the profits and the financial position of a business. We take the comparisons of the marketing
analysis with the standards so that the deviations can be minimum.
This study is useful for the company as it helps in them in evaluating their position with
respect to other organizations. With this study, they can be aware about their solvency
position, profitability position as well as their operating efficiency. This study also helps in
determining future plan to be successful in this competitive environment. Since individual
companies are most often compared with industry data, study helps an individual to
understand a company’s performance related to the competitor.
The study is also useful for the readers; it helps them in understanding the position of the
company like as creditors are interested in knowing about the liquidity position of the
company, shareholders are interested in profitability of the company. This study provides them
useful information. This study also helps the future researcher for their research in any
organization.
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ABSTRACT
Maruti Suzuki India Limited, belonging to the automobile sector, was the first company in
India to mass-produce and sell more than a million cars. It is largely credited for having
brought in an automobile revolution to India. It is the market leader in India and on 17
September 2007, Maruti Udyog Limited was renamed Maruti Suzuki India Limited.
The leader in this industry for over two decades, Maruti Suzuki happens to be India’s largest
carmaker. It manufactures some of the best selling cars in India. According to the recent
Google survey it has been the most searched auto brand in India. Its offerings have become a
common name in the Indian households.
But now from the past 5 to 7 years it has been facing intense competition from other Indian
and international players which have entered this industry. Although it has been responsible
for revolutionizing the vehicle requirements of the average Indian, since the early ‘90s, it is
currently plagued by many issues. High raw material costs, increase in royalty payments and
a weakening of the Euro has hurt export revenues and all this has caused a surprise 20% fall
in net profit in this year’s 2nd quarter for the first time since 2008.
One probable reason for plummeting profits and sales is the fact that Maruti has been unable
to make any dynamic changes in the market. Though the consumer in India has transformed
drastically in the last 20 years, Maruti’s offerings and brand building might need to pick up.
With rising fuel prices and reducing margins the company needs to do more than just sit back
and rest on its previous laurels and good brand image. In so many years, its ad campaign or
other promotion strategies rarely emphasized on any PoD but this has now changed with its
‘Kitna Deti Hai’ campaign. So now, the current environment does call for a new and much
structured approach to brand the product.
Objective of Study
The objective is to study:
What does the brand Maruti stand for?
What are the results of the current branding efforts?
Are there any particular issues with the current branding efforts of the brand?
How should Maruti continue to brand itself?
Does Maruti need any other supporting branding strategies that can be used?
Will the new image help boost Maruti’s sales?
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Methodology
The brand Maruti will be studied through the CBBE model approach. The methodology
followed will be questionnaire, surveys, data analysis, experimental analysis, collection of
relevant information from existing sources of data, like internet, case studies, reports etc.
through which we seek to measure awareness, image and value of the brand as well as the
issues described above.
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2. INTRODUCTION
Advertising is the dissemination of information concerning an idea, service or a product to
compel action in accordance with the intent of the advertiser. It is any paid form of non-
personnel presentation of ideas, goods or service by an identified sponsor.
The role of advertising in the promotional plan of a company is very vital. Advertising, whether
it is on a national, local or direct basis is important as it can inform, remind or persuade
established or potential customers of the existence of a product or organization, developing
an image through advertising amount to giving a brand a distinct identity or personality.
Impact of Advertising:
Consumers are increasingly exposed with advertising campaigns in which they are often
confronted with idealized representations of the world (e.g., idealized situations, attractive
models). A large amount of studies has shown that advertising presenting idealized images
can have strong effects on consumer satisfaction and welfare. However, obtained results
were not consistent with each other. Some studies found that advertising had an increasing
effect on consumer satisfaction; other studies found that advertising had a negative impact
and led to consumer dissatisfaction. No research has ever tried to resolve why conflicting
results were obtained in this area of research. Moreover, there exists no extant consumer
behaviour model on the effects of advertising on consumer satisfaction.
Consumers really play an important and a vital role in the success of any advertisement. Any
advertisement is said to be a successful one when consumers are attracted to a particular
advertising. Advertisements are made by keeping the consumer’s perspective in the mind so
that it can appeal the right consumer which the company needs to target for their product.
People like the advertisements which appeal them or through which they can connect or
relate themselves. Some of the emotional advertisements also really work on consumers as
the consumers feel that someone like them is also using that product.
Problem statement:In Indian car industry, small car segments have played a very crucial and significant role due
to its economy, efficiency and effectiveness. Due to invasion of foreign cars into Indian
markets, the pace of competition has hiked.
As today’s world is of competition, a firm has to attract the interest of the customers and
provide satisfactory service to them according to their taste and requirements. They have to
know about the changing customer needs and preferences.
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Marketing occupies an important position in the organization of business. Peter Drucker,
points out that the purpose of marketing or business is “to create a customer”. Few decades
back the seller was the king of the market; the simple reason for this was lack of competition.
Marketing is the human activity directed at satisfying human wants through the exchange of
goods and service.
Marketing management occupies the most important position in business management.
Marketing management in a firm is critical as it deals with customers and their needs. The
major task of marketing management is to adopt firm’s resources to market opportunities.
The essence of marketing concept is that the customer and not the product shall be the heart
of the entire business system. It emphasizes on customer oriented marketing process, plans.
Policies and programs, which are formulated to serve efficiently the customer demand.
“Marketing is so basic that it cannot be considered as a separate function. It is the whole
business seen from the point view of its final results i.e., from the customer’s point of view”.
A consumer is the king and has the right to choose from a large variety of offering. He is the
central point and all marketing activities revolve around him. Today market is a more
consumer oriented in the sense all the business operations revolve around the customer
satisfaction and service.
Customer oriented marketing approach points out the primary task of business enterprise is to
study needs, besides the value of potential customer on the basis of latest and accurate
knowledge of marketing demand.
Marketing management usually represents all managerial efforts and functions to operate the
marketing concept, not only in letters but also in the spirit. Marketing concept demands
customer oriented marketing plans, programs and policies so that the merchants can assume
perfect correlation between demand and supply.
Thus, marketing is a matching process by which a producer provides a marketing mix i.e.,
product, price, promotion and physical distribution that meet consumer’s demand of a target
market within the limits of society.
This study was conducted to evaluate the effectiveness of advertising strategy adopted by
MARUTI SUZUKI; hence it studies the marketing activities. It also studies the opinion of the
management towards publicity and promotion of products of the company. The study also
makes an effort to show the inter-relation between the product and the consumer to know
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how MARUTI SUZUKI would compete with its competitors in recent years in marketing and
promotional activities.
The result of the study helps the company to gives better service to their customers, as the
feedback is directly got from the customers. It also provides a base for the company to gear
up to the customer’s demands and expectations and also has and understanding of customer
needs and preferences in the future.
Industry Profile:
Everything began with the invention of the wheel, an achievement that is shrouded in the
darkness of history. The first known illustration of a vehicle with wheels is dated to the year
3000 BC. The invention of the wheel ushered in the development of mobility. Ever more
refined mechanical systems and ever more ingenious features for carts and carriages made
transportation and travel easier. The inventions of Karl Benz, Gottlieb Daimler and Wilhelm
Maybach finally ushered in the automotive age.
One idea — how many parents?
Who invented the automobile? Assumptions concerning the answer to this question differ
widely throughout the world. Most Americans believe that Henry Ford invented the car. In
England, many people will tell you that the car was invented by Charles Rolls and Henry
Royce. The widely held French view is that it was Count de Dion and Georges Bouton who
invented the car. In Austria, even highly respected historians believed for a long time that the
Viennese Siegfried Marcus (1831-1890) built the first car in 1865 when he fitted a stationary
engine to a cart and took it for a 200 meter test run. He went on to build a second vehicle with
a four-stroke engine in 1888/89. This was the source of much confusion for decades because
it was incorrectly identified as having been built in 1877 and was therefore presented as the
world's first automobile. 100 years before Marcus, France's Nicolas Joseph Cugnot (1725-
1804) designed and built a vehicle which was later declared to be the first automobile in the
world. It was a monstrous steam-powered affair which is said to have caused a road accident
during a test run in 1769. In 1801 it was taken to the Conservatoire des Arts et Mé´©ers in
Paris without having made any further impact on the history of the automobile.
Switzerland's Isaac de Rivaz (1752-1829) worked on gas engines from 1770 and was the first
person to equip a stationary gas engine with electric ignition. In 1813 de Rivaz fitted an
engine of this type to a vehicle and conducted test runs in the area around Vevey on Lake
Geneva.
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In 1883, the French industrialist Edouard Delamare-Deboutteville (1856-1901) installed a gas
engine in a three-wheeled vehicle. The experiment ended when the gas container exploded.
The frame of a second vehicle with a liquid fuel engine broke during its first trials. Delamare-
Deboutteville gave up.
In the USA, George Selden (1846-1922) claimed that he was the inventor of the automobile.
This son of a patent attorney had filed a patent application for a motor vehicle in 1879. He
was granted the patent in 1895 without ever having built an automobile. Selden bombarded
American car manufacturers with demands for license fees.
It was not until 1911, following protracted litigation that Henry Ford succeeded in overturning
the mysterious Selden patent.
From a historical perspective, all of these would-be " world's first automobiles" have one thing
in common: the influence which they exerted on the development of automotive transport was
extremely short-lived because none of them had the necessary qualities to go down in history
as a real breakthrough.
In 1886, Karl Benz and the team of Gottlieb Daimler and Wilhelm Maybach initiated general
motorization with their inventions. These gave rise to several hundred different types of
vehicle and design concepts which continue to be applied anywhere in the world to this day.
Importance of Cars:
The development of the car has had an enormous effect on people’s way of life throughout
the world.
Probably no other invention, discovery or technological advance created greater and rapid
changes in the society.
Importance of Society:
The development of the car has given many people freedom of movement, it enables them to
decide where they want to go and when the car influences their proper time and work and
how they spend their time and the striking changes in people’s time created by a car.
Began in US how speed arose the whole of the globe especially in distillers countries but also
in developing countries like India, the car is increasingly responding the patterns of living.
When the car was the first produced only the well to do could offer, soon however prices,
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behind as produce increased to the growing demand the lower prices, but the car within reach
of more and more people well of urban residing found, which further increased travel.
Economic Impact:
Such industrialized natures as the U.S, Japan, Germany, France, Britain, and Italy depend on
cars. Cars produced to provide jobs for millions of workers, but even in India translation with
little or not, car produced the widespread use of car has become vital to the society that a
traveller can use of major importance to the economic well being of all industrial countries and
increasing of developing nations home beings making motor vehicle parts the vehicle needed
for growth.
Car – a Necessity Now a Day:
Gone are the times when a car was considered a status symbol. It is now a necessity.
Transport becoming a vital part of human existence and with the advent of the Nonveau
Niche, it’s the golden age for the automobile industry. One of 20th century’s biggest
achievements are taking is all into the 21st century, at full speed.
Since the car is becoming the object of desire of more and more people will go for small cars
which space wise offers the same. Comfort as that of midsize cars. There are other practical
reasons like “SMALL IS BEAUTIFUL”.
Idea to spread, “The narrow and crowded roads of India can cope with small cars”- most of
these cars are tested under very rigorous road and weather conditions. All companies are
hoping that the boom in the automobile industry will ultimately lead to better infrastructure.
History
A private limited company named 'Maruti technical services private limited' (MTSPL) was
launched on November 16, 1970. The stated purpose of this company was to provide
technical know-how for the design, manufacture and assembly of "a wholly indigenous motor
car". In June 1971, a company called 'Maruti limited' was incorporated under the Companies
Act and Sanjay Gandhi became its first managing director. In 1977, Maruti Ltd. went for
liquidation and in 1980 Sanjay Gandhi died in a plane crash. The Indian Central government
at the behest of Indira Gandhi salvaged Maruti limited and started looking for an active
collaborator for this company.
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Maruti Udyog Limited (MUL) was established in February 1981, though the actual production
commenced in 1983 with the Maruti 800, based on the Suzuki Alto kei car which at the time
was the only modern car available in India, its only competitors- the Hindustan Ambassador
and Premier Padmini were both around 25 years out of date at that point. Through 2004,
Maruti Suzuki has produced over 5 Million vehicles. Maruti Suzukis are sold in India and
various several other countries, depending upon export orders. Models similar to Maruti
Suzuki (but not manufactured by Maruti Udyog) are sold by Suzuki Motor Corporation and
manufactured in Pakistan and other South Asian countries.
Maruti was the dream project of Sanjay Gandhi and it gained momentum during the time
when Indira Gandhi was the Prime Minister of India. Pressure started mounting on Indira and
Sanjay Gandhi to share the details of the progress on the Maruti Project. Since country's
resources were made available by mother to her son's pet project. A delegation of Indian
technocrats was assigned to hunt a collaborator for the project. Initial rounds of discussion
were held with the giants of the automobile industry in Japan including Toyota, Nissan, Suzuki
and Honda. Suzuki though being a small player at that time won the bid and the confidence of
the Indian government. In the initial days Suzuki took all steps to ensure the government
about its sincerity on the project. Suzuki in return received a lot of help from the government
in such matters as import clearances for manufacturing equipment (against the wishes of the
Indian machine tool industry then and its own socialistic ideology), land purchase at
government prices for setting up the factory Gurgaon and reduced or removal of excise tariffs.
This helped Suzuki conscientiously nurse Maruti Suzuki through its infancy to become one of
its flagship ventures.
In 1982 both the venture partners entered into an agreement to nominate their candidate for
the post of Managing Director and every MD had tenure of 5 years. Initially R.C.Bhargava,
was MD of the company since the inception of the joint venture. Till today he is regarded as
instrumental for the success of Maruti. Joining in 1982 he held several key positions in the
company before heading it as MD. Currently he is on the Board of Directors. After completing
his five year tenure, Mr. Bhargava later assumed the office of Part-Time Chairman. The
Government nominated Mr. S.S.L.N. Bhaskarudu as the MD on 27 August 1997. But during
Bhaskurudu’s tenure there was a huge issue regarding the indigenous production of some car
parts. Thus, it wasn’t a smooth sailing and Suzuki filed a case in Delhi high court. This issue
was resolved in an out-of-court settlement and both the parties agreed that R S S L N
Bhaskarudu would serve up to 31 December 1999, and from 1 January 2000, Jagdish
Khattar, Executive Director of Maruti Udyog Limited would assume charges as the MD. Now,
the current MD and CEO of Maruti Suzuki, India is Mr. Shinzo Nakanishi.
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Modal of Maruti Suzuki
Maruti Swift was first launched in India in 2005 and in the year 2007 the Maruti Swift
diesel version was introduced. It has recently reached 12,000 units per month sales. Last
year sales reached to 141,000 units. It has been one of the favorite hatchback cars in
India.Swift is a European designed product and is a premium compact car and it has created
a segment for itself in India. The new swift has been launched at a time when there is a
significant demand for outgoing model. The new Swift has been developed in collaboration
with Suzuki engineers. Over 32 Japanese engineers and 100 engineers in India worked day
in and day out to produce this new avatar-New Maruti Swift.
In the category of B-segment cars, New Maruti Swift delivers new quality of power, response
and fuel efficiency. The European edition of Swift is available in three to five way door
opening options. However, in India we have the five-door Swift. New Swift is a car with great
body graphics that offers the car a very aggressive and sporty look. The sporty look of the car
has made it the most demanding car amongst the young crowd. New Maruti Swift alike
outgoing Swift is sure to be said a head turner with mind blowing style, design, technology
and power attached to it.
Compared to the outgoing Swift, the new Swift is swifter with more acceleration apart from
more power to weight ratio. Besides,new Swift also offers improved fuel efficiency. There are
as many as 140 new features in the new Swift. Some of the features have appeared first time
on any entry variant. With new look, enhanced features and more mileage, the new Swift is
sure to set a new benchmark in the “premium compact” car segment in India.
Just like its predecessor the new Maruti Swift is powered by 1.2L and 1.3L petrol and diesel
engines. The new Maruti Swift is longer by 90mm, wider by 5mm, 28mm more foot space for
rear seats and has 20mm additional knee room as compared to the exitingSwift. Based on a
new platform the new Swift has 40mm larger wheelbase. The metal fuel tank has been
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replaced with plastic fuel tank thus reducing the overall weight of the car by 30kgs. This is the
major facelift after the launch of the car six years ago in 2005.
It preserves the same quintessential round looks. Sweptback headlights and taillights give the
front a stretched look, wheel arches are also prominent, shoulder line and rear are curvy
giving it a sporty, crisp look. There is also an increase in tyre size. The interiors have been
intricately redesigned and have almost no similarity than the old Swift. Better materials have
been used in new Maruti Swift. The silver trims inside the European model now features on
the new Swift as well.
New Maruti Swift not only poses great and stunning looks but the car is fully equipped with a
world class technology and advanced features that makes the car a great performer and very
economical to run on roads. This is one reason of huge and growing demand of New Maruti
Swift even after 6 years of its presence in India. Recently, new Maruti Swift has clicked
50,000 bookings till August 2011. New Maruti Swift comes in both petrol and diesel versions.
The petrol version of the car is packed with 1.2 L, 1197 cc K series engine. The K series
engine mated to a 5 Speed Manual Transmission gearbox and it complies with BS IV
emission standards and offers great performance in terms of power, torque and acceleration.
The diesel version is packed with 1.3L, 1248 cc DDiS engine which offers better combustion
and fuel efficiency.
New Maruti Swift has unmatched classy exteriors that are irresistible and can attract anyone
in just a glance. The sleek and curvier body graphics of the car gives it a very sporty and
aggressive look. The bold and clear curved sweptback headlight gives a more clear vision
and offers a class of style and elegant look to the overall exterior of the car. The body colored
door handles and side indicators on the ORVM enhances the looks of the car and makes it
more stylish and sporty. Not only exterior, but the interior of the car is defined with class-apart
style and aura. New Maruti Swift new also carries sophistication wherever it goes with its
unmatched interiors. The roomy and spacious interior of the car makes you more comfortable
even in long distance journey. The big dashboard also offers ample leg room space in the car.
New Maruti Swift is packed with many comfort features as well as safety features like power
steering, tilt steering, power windows, air bags, electronic brake force distribution and even
brake assist. New Maruti Swift also features ABS and SRS airbags.
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Maruti is known in India for its flagship car
Maruti 800 which was launched in 1983. And, since then it has revolutionized Indian small car
market. It sales numbers are known to all and it is also known that it became an iconic car for
India.
Maruti is a trusted brand for a middle class Indian family. Maruti 800’s lowest fuel
consumption cost has made this car an evergreen choice for the buyer. Easy to park
structure, smoothly drivability in an overcrowded street or in a narrow lane, small structure
with 4.4 meters of radius has made it a user friendly car. It used to be the largest selling car in
India until Maruti Alto recently took its title.
Even after all positives Maruti 800 had to succumb to pollution norms and Maruti India
decided to phase it out from BSIV cities beginning April 2010. Since it is available in only BSIII
models, Maruti 800 is not sold in metros and cities wherein BSIV norms are applicable.
In order to revive it and bring it back on the sales front, Maruti has decided to bring in all new
Maruti 800 that is expected to be launched in early 2012. It will be BSIV compliant and is
expected to be clad in entirely revamped looks more like its senior Maruti Alto.
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India's best selling car, Maruti Alto is better in both price and quality. With the gasoline
engine, better mileage the car offers good performance too. What is appealing about this car
is thats it's easy to drive even in heavy traffic. Maintenance is very less for Maruti Alto. Alto is
believed to be the most beneficial car for beginners. Odometer, trip meter and speedometer
are present along with LCD screen. The new version of Maruti Alto is all set to rule the auto
market with its new engine and some upgraded features.
The new Maruti Alto K10, an A2 segment hatchback car, is loaded with 998cc, 3 cylinder
K10B engine that belts out a max power of 68 Ps at 62,00 rpm and pumps out the highest
torque of 90 Nm at 3500 rpm which additionally lowers the emissions and increases fuel
efficiency. The model comes in two variants that are Alto K10 LXi and Alto K10 VXi. Both the
variants are BS IV emission norms, E 10 and EL V compliant.
The older version of the Maruti Alto is equipped with 796cc, 3-cylinder, and 4 valves per
cylinder MPFI, FC engine with 32 Bit ECM. Its engine generates maximum power of 47 PS at
6200 rpm and 62 NM torque at 3000 rpm which enables it to touch the mark of 0-100 km/h in
just 20 seconds and break the barrier of 130 km/h.
The company has added one more variant in the Maruti Alto family that is Maruti Alto VXI
CNG. The variant comes equipped with new CNG kit now along with petrol engine. The CNG
kit is powered by the i-GPI technology that ensures better combustion of gas that results in
higher fuel efficiency. With CNG fuel on driving mode, the engine produces a top power of
39.4 Ps at 6200 rpm and generates a top torque of 54 Nm at 3000 rpm. The claimed fuel
economy from CNG fuel is 20.2 kg/km along with lower running cost. The new
CNG kit is also claimed to be more safe, reliable and environment friendly.
The interiors of Maruti Alto are functional but not great. In its instrument panel, the
speedometer is large and easy to read but there is no tachometer and the odometer and trip
meter are on the same digital LCD display so you have to switch between them by using a
button. These are the features which might disappoint you. There is enough plastic all around
you to make a Greenpeace activist enraged. The ample storage space in the dashboard
cabinet can be used to store bare essentials. The boot space of Maruti Alto is also enough
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and can accommodate large luggage. The AC of Maruti Alto is designed to turn the
temperature of its tiny cabin into frozen meat within 5 minutes but it is a shame of it because it
does so at the cost of the driving power that this car so desperately needs. Whenever you
turn on the AC you will feel that the engine performance of Maruti Alto turns down and you
have lesser power to drive this car more efficiently.
The newly launched upgraded version of Maruti Alto - Alto K10 - comes with an array of
latest features that include Internally adjustable ORVMs, tinted glasses, body coloured
bumpers, precise and smart front grille , stylish tail gate , large13-inch tubeless tyres, trendy
wheel-covers and interesting body side mouldings. In addition to these, are some funky
interior features such as vibrant new colours for upholstery, colour coordinated door trim
fabric, stylish gear knob, integrated headrests at front and rear, all-new speedometer,
tachometer and electronic tripmeter, vanity mirror, accessory socket, rear parcel tray, ash tray
& cup holder, front power windows, air-conditioner and a heater, Key-off reminder, power
Steering, improved knee-room for rear seat passenger comfort, remote fuel tank lid and back
door opener.
The new Maruti Alto K10 is also equipped with active and passive safety features that
increase the safety level for the driver and the passengers. The safety and security features
include collapsible steering column, improved suspension system, improved braking system,
side impact beams, front fog lamps, headlight levelling device, the child locks on the rear
door, central locking, i-CATS-to minimize chances of burglary and high mounted rear stop
lamp.
Considering all the pros and cons, Maruti Alto is the best entry-level car in the hatchback
segment. If you are a first-time car buyer and are looking for a respectable, functional and
inexpensive model, go for Maruti Alto. Maruti Alto base model and Maruti Alto LX comes with
AC, Fabric Seats and Remote Fuel Lid Opener while the top-end model comes with a few
more additional features like power steering, cup holders etc.
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The most prominent car makers of India, Maruti Suzuki has come up with an all new Maruti
Eeco replacing its own previously launched Maruti Versa taking three variants; Maruti Eeco 5
seater which is the base model of the segment has a seating capacity of 5 passengers, Maruti
Eeco 5 seater - AC- elevated with air conditioner and .Maruti Eeco 7 seater which has a great
comfortable seating scope for large families. A new CNG kit is added to the model family that
is christened Maruti Eeco CNG 5 seater AC. The brand new Maruti Eeco is assimilated with
1196 cc, BS IV compliant engine that is supported by the new Engine Management System
that poises fuel competency and execution which makes it a powerful performer on Indian
roads. It has a great mileage of 15.1 kmpl as per ARAI test report.
The fresh Maruti Eeco is the most appropriate choice which accomplishes all the needs of
middle-income group in an affordable prize.
Maruti Eeco is equipped with a 1196cc petrol engine that generates maximum power of 73
Bhp at 6000 rpm with the maximum torque of 101 Nm at 3000 rpm. The engine performs
great and accelerates from 0-100 kmph in 15.7 sec. You can achieve a top speed of approx
146 kmph. ARAI (Automotive Research Association Of India) test report says that Maruti Eeco
offers mileage of 15.1kmpl. Its refined five speed manual transmission gearbox with DSA
(Diagonal Shift Assistance) technology offers noise-free gear change with out any break in
continuity and improves gear-shifting of the car.
Maruti has recently launched a CNG variant of Maruti Eeco that runs on bi-fuel technology
(petrol, CNG) and shares the same 1196cc BS IV engine; when driving on CNG mode, the
engine can produce a top power of 63 bhp at 6,000 rpm and churns out a peak torque of 83
Nm at 3000 rpm. The factory fitted CNG kit is now powered by i-GPI (Intelligent Gas Port
Injection) bio-fuel technology that ensures more fuel economy and higher safety level than--a
retro fitted kit.
The all new Maruti Eeco has been created with a balanced look, bold design and stylish body
graphics that make it groovy. It is available in 6 appealing colours; metallic midnight black,
metallic blue blaze, bright red, metallic glistening grey, metallic silky silver and superior whit.
Maruti Eeco has Elegant Dual Tone Interiors besides digital meter cluster which makes it
more fashionable and drive-convenient. Maruti Eeco possesses sliding doors similar to Maruti
Suzuki's OMNI.
Maruti is known as the market leader in small car segment as all of its hatchback models
have been consistently doing well in the Indian market. And with the launch of Maruti Eeco,
the company plans to make its position strong in entry level MPV (Multi Purpose Vehicle)
segment too, as its currently available model Maruti Versa is not doing well in this segment.
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Maruti Suzuki are planing to Maruti Suzuki are planing to Launch Maruti Cervo Model in
india. Maruti Cervo is a Replacement of Maruti Suzuki Alto/Wagon-R. Maruti Cervo is B-
Segment car. Maruti Cervo is japanese model and Maruti Suzuki Cervo is the latest small
car recently launched in Japan. The Maruti Cervo is a compact five door mini car, that looks
to put the other kids on the block into the shade. This sleek cute car offers 54bhp 660cc
engine that boasts to offer peppy performance with great fuel economy.The Ex-
showroom Price of Maruti Cervo would be between 2 Lakh to 3 Lakh, by using a cheaper
material to make it cost less, but, we doubt that Suzuki will use such cheap material so long
as price is considered. The name Maruti Cervo has been a history for jap Suzuki cars mainly
used in the Japanese version of alto. The 800 will be removed and the Alto will be pushed
down to the 800 segment, then there will be place for the Maruti Suzuki
Cervo. Maruti Cervo will come equipped with an engine capacity of a litre. Considering the
trend flowing in the Indian market, 60-65 bhp is a realistic estimate of the power that will be
sent to the front wheels.
In The Exterior of Maruti Cervo, Maruti Cervo looks like the Honda Fit. The lines and cuts
of the Maruti Cervo car are neat and classy and the clean blacky covering at the end of the
windows are cleverly made so as not to see too many holes.The headlights seem too
agressive and getting ready to vrroomm and seems confident, well we can hope it really does.
The Small mini SUV looks at the back, with an arching roofline, wedgy stance, slanted
headlights and stubby bonnet makes out a new shape of itself and bound to be a great car if
its priced is good and if its at 1Lakh, it will be crazy selling.The rear is equally attractive as the
front end of the Maruti Cervo is. The large lamps add appeal and character to the rear of this
Suzuki.
In The Interior of Maruti Cervo car look like Maruti Swift. The rectangular air vents in the
center and the circle open closed ones on the sides dont look even and looks a bit uneven.
the colors of the controls lights up the dash. The boot is very small, but for daily shopping and
office stuffs its just good. Seats at the back can seat only two and the third one can cramp up
the place. A lot of storage areas are available to keep stuff in the front and find little at the
back. Power Windows are airbags are available in the international markets but we doubt that
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it will come to India at that cost atleast airbags as an option would be better to make the car
safe. In the outside markets Maruti Cervo car is equipped with front semi-bucket seats, 4-
speed auto gearbox a K6A DOHC engine with VVT, bluetooth capability.
Side View Picture of Maruti Cervo :-
Rear View Picture of Maruti Cervo :-
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Front View Picture of Maruti Cervo :-
Cross Picture of Maruti Cervo :-
2. Interior Picture Of Maruti Cervo :-
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Stearing View Picture Of Maruti Cervo :-
Front Seats View Picture Of Maruti Cervo :-
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Dashboard View Picture Of Maruti Cervo :-
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Maruti Ritz is perhaps the most awaited and hyped car from Maruti Suzuki. The car is
positioned in the premium A2 market segment, which includes its compact offerings such as
Alto, WagonR, Swift, Zen and the newly-launched A-Star. As the competitor Hyundai has
launched their i10 model in the Indian market, now it is the turn of market leaders Maruti
Suzuki to respond with a brand new vehicle for the Indian market.
The engineers from Maruti Suzuki worked at close quarters with their Japanese counterparts
in the development of the Maruti Ritz, much like that for the A-Star. Maruti Udhyog Limited
seems to be going the complete distance to ensure that the Ritz manages to make an impact
on the cut-throat A-2 hatchback space.
The all new Maruti Ritz is surely a head turner with ultimate design and mind blowing style,
with technology and power attached to it. Ritz is a car with car some added firepower are
some interesting new tech-features that will help the Maruti Ritz distinguish itself from the
competition. The car offers great and elegant look with world class technology and advanced
features that delivers great performance and is very economical to run on roads.
Maruti Ritz is available in both Petrol and diesel version. The petrol version of the car is
packed with 1.2 L, 1197 cc K -12 series engine. The K-12 series engine is packed with 5
Speed Manual Transmission Gearbox and BS IV emission. The highly powerful engine of
Maruti Ritz offers a maximum power of 85 PS at 6000 rpm and a torque of 113 Nm at 4500
rpm. The diesel version of Maruti Ritz is packed with 1.3L, 1248 cc DDiS engine with 5
Manual Transmission Gearbox that offers greater mileage and acceleration to the car. This
DDiS engine is very fuel efficiency and offers an impressive power of 75 PS at 4000 rpm and
a torque of 190 Nm at 2000 rpm.
Maruti Ritz is also endowed with unmatched exteriors with classy look, style and elegance.
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The car is very irresistible in just one glance. The aerodynamic design of the car offers very
sporty and aggressive look. The rich chrome logo embossed on the front portion of the car
gives the trust and Faith Company has. The boomerang tail lights and the bold and clear
curved headlight gives a more clear vision and offers a class of style and elegant look to the
overall exterior of the car.
Maruti Ritz has very impressive interior that offers very stylish and unadulterated looks to the
car. The roomy and spacious interior of the car makes you more comfortable even in long
distance journey. The fabric upholstery merges very well with the ambience of the car. The
power steering and the water fall console in the front interior offers very dynamic look to the
interiors of the car.
Maruti Ritz is packed with many comfort features as well as safety features like power
steering, tilt steering, power windows, air bags, electronic brake force distribution and even
brake assist.
Maruti Suzuki India has launched a special edition of Ritz named Maruti Ritz Genus, on the
occasion of first anniversary of the model. The special edition is launched in two variants,
Maruti Ritz Genus VXi petrol and Maruti Ritz Genus VDi diesel. Both the variants are now
added with some of the features of top-end variant ZXi along with a new brand colour that is
emerald blue. The added features are Keyless entry, Tilt steering, Parcel tray, Distinct Body
graphics, Rear wash and wiper, Radio + CD player with speaker, Body side mouldings and
Dual tone dashboard.
Maruti Ritz Mileage, Average And Fuel Economy
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Maruti Ritz is a very smart and dynamic car that is available in both petrol and diesel
variants. The petrol version of Maruti Ritz is packed with 1.2 L K-12 series petrol engine with
a displacement of 1197 cc. Maruti Ritz is endowed with 5 Speed Manual Transmission
Gearbox. The 1.2 L K series petrol engine of Maruti Ritz which has manual transmission is
very fuel efficient and offers very good mileage.Maruti Ritz powerful engine is equipped with
BS IV emission which is a very good performer that offers an impressive mileage of 14.1 kmpl
in the city roads and 19.1 kmpl on the highways.
The diesel version of Maruti Ritz is packed with 1.3 L DDiS engine with a displacement of
1248 cc. The 1.3 L diesel engine is packed with fixed geometry turbocharger with intercooler
combination that offers precise valve control, efficient combustion and clear emissions. The
world class DDiS engine of Maruti Ritz is also packed with 5 Speed manual transmission
gearbox with synchromesh in all gears and one reverse, which offers a very great
performance and makes the car very fuel efficient. The BS IV compliant engine offers more
power and higher engine response leading to a smoother drive. This compact diesel engine is
incredibly fuel efficient and offers a mileage of 17.8 kmpl in the city roads and 21.2 kmpl on
the highways.
Maruti Suzuki Kizashi launched in India on 2nd February 2011. This car will be known for its
bigger and better version ofMaruti SX4. This sedan is more solid and tough as compare to
other models of Maruti in India. Maruti Kizashi is available in 2.4 litre DOHC petrol engine
that will generate the power of 178 PS at 6500 rpm and 230 Nm of torque at 4000 rpm. The
engine is more responsive and quicker with its 4 cylinder and 16 valve. It will be available in 4
wheel drive options that can be switched on and off by push button. The interior quality of
Kizashi is best in its segment and elegant dashboard will impress the most. Maruti Kizashi is
very comfortable for both passenger and drivers with huge leg and head space.
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Ride and handling of this car is excellent, this machine will rule the road as speedometer
touches the 3 digits marks in no time. No doubt front grille of Maruti Kizashi is similar to the
Swift and stylish tail-light will give the sporty look to this sedan.Maruti Suzuki Kizashi will
compete against Honda City, Skoda Laura and Volkswagen Jetta. This price looks at higher
end for the Maruti brand cars but the final verdict will come after testing of Maruti Suzuki
Kizashi in Indian roads. Kizashi will be the open the door for Maruti Suzuki in luxury car
segment.
This luxury sedan comes with maximum speed of 2.5 kmph for automatic transmission and
215 kmph for manual transmission. It is loaded with some advance features like ESP
(electronic stability program), cruise control, Anti-lock braking system and EBD. The most
attracting feature is it’s 10 way seat adjustment.
Maruti Suzuki Kizashi Specifications – The displacement of the Maruti Suzuki Kizashi is
2400cc with 4 cylinders. People who love luxury, comfort and features of the cars will sure try
to buy this brand. Maruti has maintained the credibility among the people and versatile of its
brands. The features like tilt steering, Front Ventilated, Rear Disk brakes, electrical driver seat
adjustment and remote central locking will attract the customers and gives a beauty for the
car.
Maruti Suzuki Kizashi Interiors - Maruti Suzuki Kizashi Interiors are cleverly packed. The
dashboard is elegantly designed. It is a five-seater. People who love luxury, comfort and
features of the cars will sure try to buy this brand. The company has maintained the credibility
among the people. It is spacious so customers need not to worry about leg room and head
room. The features like tilt steering, Front Ventilated, Rear Disk brakes, electrical driver seat
adjustment and remote central locking will attract the customers and gives a beauty for the
car. The earlier brands of Maruti do not have much features comparing Maruti Kizashi. It
stands at the Top when it comes to luxury with its family cars.
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Maruti Suzuki Kizashi Exteriors – Maruti Suzuki Kizashi comes with extraordinary
exteriors. It looks very much similar to Maruti Swift. The sporty tail and head lamp makes the
car beautiful. It is an open the door for the company in luxury car segment. The fog and head
lamps are neatly designed which meets typical Indian taste. The front grill looks nice. It has
the company’s logo right at the center of the face which makes the car perfect.
Maruti Suzuki Kizashi Ride and handling - Maruti Suzuki Kizashi Ride and handling of
this car is excellent, this machine will rule the road as speedometer touches the 3 digits marks
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in no time. No doubt front grille of Maruti Kizashi is similar to the Swift and stylish tail-light will
give the sporty look to this sedan. The engine is more reactive and speedy with its 4 cylinder
and 16 valves. This luxury sedan can generate utmost speed of 2.5 kmph for automatic
transmission and 215 kmph for manual transmissions.
Maruti Suzuki Kizashi Models - Maruti Suzuki Kizashi is available in 2 variants in India.
They are Maruti Suzuki Kizashi Automatic
Maruti Suzuki Kizashi Manual
Maruti Suzuki Kizashi Colors - Maruti Suzuki Kizashi comes with eye-catching colors like
Snow White Pearl, Super Black Pearl and Premium Silver Metallic in India.
Maruti Suzuki Kizashi Mileage - Maruti Suzuki Kizashi gives 10 kmpl of mileage in City
and 12.5 kmpl of mileage in highways.
Maruti Suzuki Kizashi Ex-Showroom Price –Maruti Suzuki Kizashi Price starts from Rs.
16.5 lakh for manual transmission and 17.5 lakh for automatic transmission.
Maruti Suzuki Kizashi Features – Maruti Suzuki Kizashi has numerous features like
Leather Seats, Cube Holder, Height-adjustable Driver's Seats, Tilt able Steering Column,
Leather-wrapped Steering & Gear Knob, Tinted Window Glass, Power Window, Power
Steering, Air Conditioner, Climate Control, CD Player / MP3 Player, MP3 Player, AM/FM
Radio and Power Doors Locks which gives comfort for you.
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Maruti Suzuki Kizashi Safety Features – Maruti Suzuki Kizashi is loaded with some
modern safety features like Central Locking, Antilock Braking System, Engine Immobilizer,
Airbags, Remote Keyless Entry, Child Safety Door Locks, Front/Rear Seatbelts, Collapsible
Steering, Crumple Zones and Anti-theft Alarm which give best security in case of collision.
Maruti Suzuki Kizashi Awards – Maruti Suzuki Kizashi has grabbed ‘Five-Star rating in
both the frontal and side-impact crash tests for all seating positions’ in U.S. Department of
Transportation's National Highway Traffic Safety Administration (NHTSA) New Car
Assessment Program (NCAP) crash tests.
Maruti Suzuki Kizashi Competitors - Maruti Suzuki Kizashi is considered as a big rival for
the models like Volkswagen Jetta, Honda Accord, Honda Civic, Skoda Laura and other
similar models in India.
Maruti Suzuki Kizashi Engine - Maruti Suzuki Kizashi is equipped with powerful 2.4 litre
DOHC petrol engine. It can able to churn out the power of 178 PS at 6500 rpm and 230 Nm of
torque at 4000 rpm. The displacement of the Kizashi is 2400cc. It will be available in 4 wheel
drive options that can be switched on and off by push button. The engine is more reactive and
speedy with its 4 cylinder and 16 valves. This luxury sedan can generate utmost speed of 2.5
kmph for automatic transmission and 215 kmph for manual transmission.
Maruti Suzuki Kizashi Maintenance Cost - Maruti Suzuki Kizashi Maintenance Cost is low
compare to other similar models in India. You may need to spend 10 thousand rupees per
year for general service and you will get guanine parts across the India. The price tag of
Maruti Suzuki Kizashi Spare parts is little costly compare to other similar sedans in domestic
market.
Compare Maruti Kizashi with other models:
Maruti Suzuki Kizashi vs Volkswagen Jetta – Maruti Kizashi looks are better than
Volkswagen Jetta. Kizashi is more expensive than Jetta and also loaded with more advance
features and technology. Compare Maruti Kizashi and Volkswagen Jetta on the basis of
technical data, features and price.
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Maruti SX4 Review
Maruti SX4 Updates
February 22, 2011 - The most talked about and much awaited car Maruti SX4 Diesel has
finally been launched today. The sedan is equipped with the powerful Super Turbo DDiS
engine which is capable of delivering 90PS of peak power at 4000rpm. Maruti SX4 Diesel
offers fuel efficiency of 21.5 Kilometres per litre. Maruti SX4 Diesel Vdi is available at Rs.7.74
lakh , however Maruti SX4 Diesel is priced at 8.62 lakh in New Delhi.
September 28, 2010 - India’s car market leader Maruti Suzuki has unveiled the Demo Maruti
SX4 and Maruti Eeco Charge Electric concepts that are to be used in Delhi Commonwealth
Games, 2010. Both the vehicles were displayed at Delhi Auto Expo, 2010. The newMaruti
SX4 hybrid is packed with a 1.2 litre K-series petrol engine and a 50 kW electric motor which
are mated to a five speed automated manual gearbox. The car can be run only on electric
motor mode that enhances fuel economy and emits zero emissions. Added to that, the car is
cheaper by up to 25 per cent than petrol one when hybrid mode is selected. The commercial
launch of the car might take place in the near future as well.
August 13, 2010 - Maruti has come up with a CNG fitted Maruti SX4 variant in India to win
hearts of mileage conscious car lovers. The car has been equipped with advanced CNG
factory fitted kit which promises overall engine performance to be higher, especially the
mileage and power. The SX4 is priced at Rs 7.47 lakh (ex-showroom). The kit comes loaded
with i-GPI technology that is safe, reliable, clean, responsive and environment friendly.
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Maruti SX4 Overall
India's largest passenger car manufacturer launched the new variant of its popular sedan
model Maruti SX4 in India which meets latest BS IV emission norms. The newer version of
Maruti SX4 is packed with newer generation BS IV compliant petrol engine. Maruti has also
launched two variants of Maruti SX4 which is packed with the automatic transmission
gearboxes. The newly launched variants ofMaruti SX4 are much more stylish than its earlier
variants and feature honey-comb front grille that makes its front appearance more aggressive.
Some other newly added features that make Maruti SX4 more luxurious and stylish are its
dual tone beige dash board, 10-spoke stylish light weight alloy wheels, and wooden finish
panels. The exterior of this car is almost the same as its older version but the interiors
of Maruti SX4 have been revamped with exciting new features. All variants of Maruti SX4 are
priced in the range of Rs 6.68 lacs to Rs 8.35 lacs (as ex-showroom prices in New Delhi).
Available in 16V DOHC VVT engine, Maruti SX4 is extremely powerful in delivering higher
power out-put of 104.68 Ps and a top torque of 145Nm with a displacement of 1586cc.
Maruti SX4 has always been a safe bet and a preferred choice among the long list of cars in
its segment. Presently the New Maruti SX4 is available in five speed manual transmission
and 4 speed automatic transmission (ZXI, ZXI Leather). The EPS type of steering wheel and
the chassis of Maruti SX4 is believed to be very powerful. Style and comfort have been kept
as the two important pre-requisites of Maruti SX4 while designing it. Coupled with this
muscular body and very appealing dynamic exteriors, Maruti SX4 seems a popular car among
Indian buyers. Moreover European design trends gives Maruti SX4 a sporty look which gives
it a debutante look.
With a 16V DOHC VVT type engine, the Maruti SX4 possess four cylinders with 16 valves
with a piston displacement of 1586cc. The car is capable of delivering a maximum power
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output of 104.68 PS at the rate of 5500rpm. Moreover the car can deliver a maximum torque
of 145 Nm at the rate of 4100rpm. Maruti SX4 incorporates five speed manual transmission
and 4 speed automatic gearbox. The car has front ventilated disc and drum type at the back.
With a seating capacity of five people along with a 50 litres fuel tank capacity, this car is highly
capacitive.
Maruti SX4 comes also with much-desirable comfort features like single zone auto AC,
heater, climate control, front door and front back seat pockets, center room lamp etc.
Interiors of the car feature day/night rear view mirror, passenger vanity mirror, driver's ticket
holder, accent rear and front door trims. The instrumental panel of the Maruti SX4 has added
features like tachometer, speedometer with illumination control, switch illumination color,
information display (temp, clock); other interior features include head light levelling, integrated
stereo and a stereo remote.
Exterior of the Maruti SX4 includes tubeless tyres, alloy wheels, full wheel cover, body
coloured bumpers, body coloured side moulding, body coloured outside door handle, high
mount stop lamp, front fog lamps and rear fog lamps. Considering the safety of the car,
airbags for the driver and front passenger, 3 point rear seats belt and two lamp belts, rear
door of the car with child lock, front seat belts (height adjustable), side impact protection
beam and iCATS have been added in Maruti SX4.
Now Maruti SX4 is available in five variants; Vxi and Zxi, Zxi Leather, ZXI AT, ZXI AT Leather
along with Maruti SX4 Zxi with Leather BS-III, Maruti SX4 Vxi BS-III and Maruti SX4 Zxi BS-
III. All variants of Maruti SX4 are available in seven different colors.
Maruti SX4 Models
Maruti SX4 CNG Models
Maruti SX4 Green Vxi
(CNG)
An affordable sedan of Maruti now becomes cheaper in terms of
running cost as it is lowered by 60 percent, according to company.
The only difference it now has, is the CNG kit; other components
remain the same.
Maruti SX4 Petrol Models
Maruti SX4 Vxi BSIV The newly launched VXI model now meets with BSIV emission
norms and comes with almost all the standard features of VXI BSIII
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variant.
Maruti SX4 ZXI ATThis variant of Maruti SX4 is mated with 4 speed automatic gearbox
and has all the features of the ZXI BS III.
Maruti SX4 ZXI AT
Leather
Maruti SX4 ZXI MT
BSIV
This new variant comes with 5 speed manual transmission and is
BS-IV norms compliant. It possesses all the features present in ZXI
BSIII variant.
Maruti SX4 ZXI MT
BSIV Leather
This leather clad ZXI MT model comes with a 5 speed manual
gearbox and features all the components as the ZXI MT along with
leather steering wheel, front and rear leather seats, leather accent
front and rear door trims.
Compare Maruti SX4 Petrol Models
Maruti SX4 Diesel Models
Maruti SX4 VDI
Maruti SX4 ZDI
The diesel variant of the SX4 is yet to be launched in India with a
speculated 1.6L engine. The diesel variant of the SX4 is yet to be
launched in India with a speculated 1.6L engine.
Maruti SX4 ZDI Leather
Compare Maruti SX4 Diesel Models
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Maruti SX4 Mileage, Average And Fuel Economy
The upgraded Maruti SX4 is powered by a 1.6 litre, 16 Valve, DOHC, VVT engine that pumps
out a max power of 104.68 PS at 5600 rpm and belts out a peak torque of 145 Nm at 4100
rpm. The car incorporates 5 speed manual gearbox and 4 speed automatic transmission that
promises a memorable driving experience.
The company has loaded the powertrain of the Maruti SX4 with a new VVT technology that
ensures increased fuel efficiency, more power and lower emissions. The VVT technology,
variable valve timing, works for maximum use of fuel and power that in turn gives higher
mileage. With all the innovative technologies, you can get a mileage of around 11.6 kmpl in
the city and 15.6 kmpl on highways.
Maruti SX4 Power
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The midsize car of Maruti Suzuki, Maruti SX4 is claimed to deliver more power and torque
values with the 1.6 litre, 16 valve, DOHC, VVT powertrain. The engine lays out the highest
power of 104.68 Ps at 5600 rpm and generates a top torque of 145 Nm at 4100 rpm. You can
choose from a 5 speed manual gearbox variant or a 4 speed automatic transmission variant
depending on your budget. The new Maruti SX4is equipped with a new powetrain that meets
new emission norms in the country and delivers more engine output. As mentioned in the
previous section, VVT technology is responsible for providing enhanced power and agile
acceleration. The technology also works for generating uninterrupted power.
Maruti SX4 Acceleration & Pick-Up
As the sedan is loaded with a new engine, you can expect improved power and torque. The
new Maruti SX4 features 1568cc, DOHC, 16 valve, VVT mill that produces a max power of
104.68 Ps at the rate of 5600 rpm and churns out a peak torque of 145 Nm at 4100 rpm, it is
mated with 5 speed manual transmission or a 4 speed automatic gearbox.
The powerful engine enables the Maruti SX4 to touch 0-100 kmph mark in just 12.1 seconds
with the top speed being 177 kmph.
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Maruti SX4 Exteriors
The most exciting midsize sedan of Maruti, Maruti SX4 is wrapped in body colour and each
and every part of the car is designed with utmost care to give it a distinctive plus appealing
look. Unlike other sedans, the Maruti SX4 does not have a long bonnet. In fact, it has a
compact hood with bold nose that houses eye-catching headlights, honeycomb radiator grille,
horizontal oval shape fog lamp cluster, an air intake and chrome finished Suzuki logo centrally
located at the black matt shade grille. Interestingly, the wheel arches are larger in order to
accommodate large and wide sized tyres of the car. The windscreen mirrors are very large
and upright that ensure clear vision ahead when driving the car.
The Maruti SX4 comes with electronically powered ORVMs in body colour and body match
bumpers. The waist line is perfect and looks funky upon the side skirts. The rear side of the
sedan is also designed to complement the front view; it is dressed with compact windscreen
and clear tail-lights. The trunk gate has a small opening but it can accommodate pretty big
items. It is also fitted with high mount stop lamp.
Exterior Measurements
The Maruti SX4 is a mid-size sedan that has overall length of 4490mm, width 1735mm,
height 1560mm for VXI and 1570mm for ZXI, front track 1500mm, rear track 1496mm and the
wheelbase is 2500mm. The new car has a higher ground clearance that is 190mm for ZXI
and 180mm for VXI.
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Maruti SX4 Interiors
The interiors of the Maruti SX4 cast a spell on onlookers at first sight. Each feature has a
distinctive design work. Let's start with its dashboard that has an integrated audio system,
climate control, AC vents and instrument panel. The two tone dashboard houses glove box
and dual info display for time and temperature. The instrument panel has variable illumination
for clear readability. Illuminated key ring is also an added feature that allows locating the key
hole in the dark. However, there is a lot of illumination inside the car such as driver, co-
passenger and rear passenger cabin lights, centre room lamp: interior light that switches on
when central locking is in the turn on mode. The steering wheel of Maruti SX4 has illuminated
audio controls for easy visibility, the three spoke power steering wheel is tilt adjustable.
The Maruti SX4 comes with fabric material on the front and rear seats along with fabric
accent front and rear door trims. The inside door handles and door locks have silver finish
while the arm rests on door trims have a wood finish that enhances the interiors appearance.
Maruti SX4, hosts several other features like day/night rear view mirror, passenger vanity
mirror, driver ticket holder, three assist grips, front door trim pockets, front and rear power
windows, rear defogger, single zone AC and climate control, ashtray and cigarette lighter,
glass antenna for clear reception, etc.
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The Maruti SX4 is also available in Leather upholstery that covers steering wheel, all seats
and leather accent front and rear door trims.
Interior Comfort
The number one car manufacturer of India, Maruti Suzuki has loaded the Maruti SX4 with a
larger number of user friendly and comfort features to woo the Indian car lovers. If we leave
aside the legroom in the second row of the sedan, everything in the car gets thumbs up
whether it is dashboard entities or the overall interior job.
The dashboard of the Maruti SX4 has integrated audio system that comprises of
CD/MP3/MAV, AM/FM tuner that provides you the luxury of listening to music when driving or
in stand by mode. A USB port is also assembled to play your favorite numbers stored in your
pen/flash drive or mobile phone. For the convenience of the driver, audio controls are
mounted on the power steering that allows the driver to handle the car and at the same time
control the audio system. The sedan-Maruti SX4-also comes with single zone AC and
automatic climate control that keeps the inside temperature upto the required level. In addition
to these, there are other comfort features in the car such as rear demister for clear vision in
extreme weathers, illuminate key ring, tilt steering for customized driving positions, variable
illumination in meters for better clarity, dual info display for time and temperature, internally
adjustable ORVMs, both side front door pockets, both front seat back pockets, trunk room
light, remote operated fuel tank lid and trunk lid, rear seat centre armrest, rear defogger, etc.
The Maruti SX4 comes with spacious cabin space in both the seat rows. Front seat row has
headrests while the rear seat bench has only two headrests despite having a seating capacity
for three passengers. All the seat rows have advanced seat belts.
Interior Measurement
The midsize sedan of the Maruti, Maruti SX4 can accommodate five passengers inside the
cabin. The rear seat row is fixed with two head restraints. Both the seat rows have enough
leg, hip, shoulder and head room. However, the rear seat row comes with a congested
legroom and may trouble taller passengers. The driver seat is height adjustable. Rear and
front head rests can also be adjusted.
Maruti SX4 Engine Capacity & Performance
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The latest midsize Maruti SX4 is loaded with a revolutionary 1.6 Litre, 16V, DOHC, VVT
powertrain that produces amazing power of 104.68 PS at 5600 rpm and belts out a top torque
of 145 Nm at 4100 rpm. The engine is mated with 5 speed manual and 4 speed automatic
transmission that make the driving a fun experience with uninterrupted performance.
The newly added variable valve timing (VVT) technology in the mill of the Maruti SX4 helps to
change the timing of the intake for continuous power generation that ensures maximum use
of engine power. In other words, the new technology guarantees maximum fuel consumption,
engine performance and lesser emissions thereby increasing acceleration. Now the
powertrain of the Maruti SX4 conforms to BS-IV emission norms.
Maruti SX4 Wheels
The Maruti SX4 comes assembled with good looking and rigid wheels at each end that takes
care of the whole machine when riding. The Maruti SX4 features different type wheels for VXI
and ZXI variants, the former is fitted with 15 inch steel wheels with full cover while the latter
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has got 16 inch alloy wheels with ten spokes that add to the sporty look of the new horse. The
specifications of both wheels, 15 and 16 inches, read: 195/65 R 15 (VXI) and 205/60 R 16
(ZXI). All the variants are blessed with tubeless type tyres which provide a hassle free journey
without having to think about flat tyres.
Maruti SX4 Braking & Handling
The popular sedan is blessed with an array of advanced features that also include braking
and suspension systems. The Maruti SX4is equipped with ventilated disc brakes at front and
drum brakes at rear which halts the car instantly even when brakes are applied at the last
minute.
The Maruti SX4 comes featured with front independent suspension with gas filled McPherson
strut and anti-roll bar and semi independent torsion beam type fork at rear with gas filled
shock absorbers. These advanced shockers not only take care of smooth riding but also
provide stability to the vehicle.
Maruti SX4 Handling & Safety
The Maruti SX4 is also gifted with the latest safety and security features that are responsible
for preventing all sorts of contingencies. The features include driver and passenger airbags,
child lock rear door, side impact protection beam, front door lock canceller, ABS/EBD, 3 point
ELR front seat belt pretensioners and force limiters, front and rear fog lamps, 3 point rear seat
belts and 2 point lap belt, height adjustable front seat belts and iCATS. The intelligent
Computerized Anti-Theft system (iCATS) lets the driver start the engine only if the digital code
matches with the pre-fixed secret code, thereby ensuring maximum safety.
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The Maruti SX4 is available with higher ground clearance that is 190 mm, this higher ground
clearance allows off-roading and wide tyres help to control the vehicle efficiently. The speed
sensitive electric power steering makes your driving enjoyable and allows sharp cornering.
Maruti SX4 Stereo & Accessories
The affordable sedan of Maruti-Maruti SX4 - is now available with much needed and
desirable audio system with good speakers and tweeters. The variants are gifted with
CD/MP3/WMA, AM/FM tuner along with 2 speakers around each seat row and 2 tweeters in
front door trims for an ultimate music experience. The car is also packed with a USB port that
allows you to connect your phone device or other media to play your favorite tracks. The
driving is made convenient and pleasurable, thanks to the audio controls on the steering
wheel.
The appealing and semi-luxurious Maruti SX4 is available with manual AC, heater and single
zone AC/automatic climate control in ZXI variant. The AC vents are integrated at dashboard
that keep the inside atmosphere cool. Ashtray and cigarette lighter are provided too.
Maruti SX4 Car News
Labour Minister Mallikarju Kharge urges state
government to end Maruti Strike
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The Central Government today has encouraged the Haryana state Government to take the
necessary steps to end the ongoing 13-day strike at MSI’s Manesar plant. The Union Labour
Minister, Mallikarju Kharge has reportedly said that the MSI issue lies with the State
jurisdiction and the Central Government has no say in the matter. Yesterday the Haryana
Government had brokered the talks between the MSI management and the MSEU
representatives, however without any conclusive outcome.
Maruti SX4 output reinstated
After around one month impasse at the Maruti Suzuki India's Manesar plant, the production of
the sedan Maruti SX4 has finally been resumed. The production of the model had been
hindered due to the ongoing labour unrest since August 29th. However, the issue is not yet
resolved as the MSI management and the workers stay adamant on their positions. The MSI
management has replaced the unrelenting workers with 120 experienced and trained workers
to speed up the production at the plant.
Maruti SX4 facelift speculated to launch in 2012-2013
Maruti India is a very well known car manufacturer in India and as per the rumors floating in
the Indian Auto Market, the Maruti SX4 sedan is expected to get a makeover somewhere
around 2012-13. Apparently this makeover could make Maruti SX4 the hottest thing. This gen
next sedan might sport diverse fuel options. These fuel options could include in the 1.6 litre of
multi-jet diesel engine and 1.4 litre of K-Series petrol engine. The multi-jet diesel engine rights
have been now acquired from Fiat recently by Maruti Suzuki India.
Maruti Omni Prices shown here are indicative prices only.The Maruti Omni Ex-Showroom
price range displays the lowest approximate price of Maruti Omni MPI Ambulance BSIV car
model throughout India excludes tax,registration, insurance and cost of accessories. For
exactprices of Maruti Omni , please contact the Maruti Omni dealer.
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Maruti Omni Review
The Maruti Omni is a multi utility van for use in business as well as in the family.Additional
interior features like two tone upholstery, stylish dashboard, and spacious glove compartment
create an aesthetic and visually appealing effect. The exteriors present clean straight lines,
improved body graphics, powerful clear-lens headlamps, back bumpers, rear cluster tail
lights, built-in reversible lamps and other premium features. Furthermore, sliding doors
provide additional comfort while embarking and disembarking onto the vehicle.
Maruti Omni OverallThe Maruti Omni is a multi utility van for use in business as well as in the family. The family
version is available in 5 seater and 8 seater. The 5 seater version for the family is ideal to suit
most family needs. There is a lot of space for nearly every family requirement. It is ideal for
individuals who require travel long distances or take their family members for a holiday, The
eight seater version features a substantial increase of space compared to the five seater
version. This version has ample head-room and leg-room for everyone, The newer family
version has two extra seats directly behind the front seating and facing away towards the rear
of the van making it an eight seater. (Older versions was modified by individual owners to add
additional capacity this way). The cargo version is completely devoid of back seats. Both
versions have sliding back doors and hatchbacks. The Omni is also unique in a way that it
uses a front mid engine rear wheel drive layout, as it helps in maximizing cabin and cargo
space and providing maximum traction, The Omni also comes as an LPG version as well.The
LPG version has a 60 litre capacity LPG cylinder with a five litre reserve petrol tank. This
version is capable of generating a maximum power of 27 BHP at 4500 rpm. The petrol version
comes with superior MPFI technology, allowing lower emissions with greater fuel efficiency.
Furthermore, users get the advantage of greater pulling power (35 BHP at 5000 rpm and a
torque of 6.1 kg-m at 3000 rpm. Omni’s superior engine also meets BHARAT Stage III norms.
Ownership
Until recently, 18.28% of the company was owned by the Indian government, and 54.2% by
Suzuki of Japan. The Indian government held an initial public offering of 25% of the company
in June 2003. As of 10 May 2007, Govt. of India sold its complete share to Indian financial
institutions. With this, Govt. of India no longer has stake in Maruti Udyog. The company is
now known as Maruti Suzuki India Ltd.
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Brand Elements
Logos & Symbols:
This is the old logo of Maruti Suzuki India Limited. Later the logo of Suzuki Motor Corp. was
also added to it after Suzuki became the majority stake holder.
Slogans: The “Count on Us” slogan expresses the soul of the brand and encompasses the
whole brand offering. Slogans and punch lines for different car models have been specified
under Brand portfolio.
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Product Related Attributes
Maruti Suzuki is well known for being cost effective and fuel efficient “people’s car”. Its well
known attributes are listed below:
Fuel efficiency
Safety, Reliability & Performance
Combinations of economy, practicality, styling
Low cost of maintenance & easy availability of spares.
Spacious, comfortable, sophisticated cabin design
Most of the models have the following attributes: ergonomically designed seats &
gear knob, luggage parcel tray, adjustable front & rear seat head rests, anti glare
inside rear view mirror, speakers for surround-sound effect, electronic power steering,
central door locking, wide opening doors, reclining and sliding fill flat front seats, air
conditioner with heater and rotary AC controls, front passenger seat back pocket,
push-type cup holders, map pockets (front doors), driver side storage space, front &
rear seatbelts, halogen headlamps, front wiper
Comfort, power and performance packed into a compact, light-weight engine which is
clean and fuel-efficient
Highest number of service stations.
Brand Portfolio
The company has a portfolio of 13 brands and over 150 variants across Maruti 800, Omni,
international brands Alto, A-star, WagonR, Swift, Ritz and Estilo, off-roader Gypsy, SUV Grand
Vitara, sedans SX4 and Swift DZire and the newest entrant Eeco.
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The following table shows the major brands of Maruti Suzuki along with their Launching year
and the associated slogan:
Class Brand Name Year Introduced Slogan
City Car
800 1983 Change Your Life
Alto 2000 Let’s go
Estilo 2009Take a Fresh View of
Life
A-Star 2008 Stop @ Nothing
Ritz 2009 Live the Moment
Super Mini CarWagonR 2002 For the Smarter Race
Swift 2005 You’re the Fuel
Compact CarSX4 2007 Men are Back
Swift DZire 2008 The Heart Car
Sports Utility VehicleGrand Vitara 2007 Play it Your Way
Gypsy 1985 King
MicrovanOmni 1984 Fits All
Eeco 2010 Happiness Family Size!
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Maruti 800: Launched – 1983
Maruti Omni: Launched – 1984
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Maruti Gypsy: Launched – 1985
Maruti Alto: Launched – 2000
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Maruti Wagon-R: Launched – 2002
Maruti Suzuki Swift: Launched – 2005
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Suzuki SX4: Launched – 2007
Maruti Swift Dzire: Launched – 2008
Maruti Suzuki A-STAR: Launched – 2008
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Maruti Suzuki Ritz: Launched – 2009
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Maruti Suzuki Zen Estilo: Launched – 2009 Maruti
Suzuki Eeco: Launched 2010
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Suzuki Grand Vitara Launched – 2007 (Imported)
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Discontinued Car Models
1000 (1990-1994)
Zen (1993-2006)
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Esteem (1994-2008)
Baleno (1999-2007)
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Versa (2001-2010)
Grand Vitara XL7 (2003-2007)
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Zen Estilo (2006-2009)
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Communication
“After investing Rs 90 billion in manufacturing facilities, we are now looking to invest in
marketing infrastructure and brand-building initiatives. These will enhance customer
experience with Maruti Suzuki.”
- Shinzo Nakanishi, MD and CEO, Maruti Suzuki India Limited, in April 2008.
Maruti's communications are focused both on promoting its cars and on building up its
corporate image. The company has launched several new products and their variants over
the years, which always happens with great fanfare to build the brand image of the company.
The communication strategies adopted by Maruti revolve around television commercials, print
and radio ads, outdoor promotions, point of sale and mobile promotions. The company also
organizes different promotional events to attract prospective consumers and offers special
schemes for specific professional and income groups. The advertising campaigns of Maruti
emphasize on various aspects of its cars, including fuel efficiency, space, looks etc, to
strengthen its brand image, and to promote its widespread network and services. They use
persuasion- and information-based advertising; alternative strategies like sponsorships,
television shows (For e.g. India’s Got Talent), and place advertising (billboards); sales
promotions through product warranties, premiums (gifts), trade shows etc.
Maruti was founded in 1981. Maruti's history can be traced back to the 1970s, when the
Indian government decided to develop an affordable small car, named the 'people's car’,
which would target the middle class in India. The company has been the market leader in the
passenger car industry in India. However, the liberalization of the Indian economy in 1991
resulted in the entry of several foreign automobile companies in the Indian passenger car
market beginning from the mid 1990s. To prevent the continuous decline of its market share,
Maruti started a restructuring exercise in the year 2001. As part of the restructuring exercise,
Maruti also laid emphasis on its advertising strategy to help maintain its position as a market
leader.
In July 2009, Maruti launched a new ad campaign highlighting its K-series engines. The ad
campaign highlighted the technical improvement in the engines of certain select Maruti cars
which simultaneously increased their power and their fuel efficiency. The ad campaign for the
'K' series engine was the first time that Maruti was advertising specifically a technological
innovation that it had pioneered.
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Some Maruti advertisements are as follows:
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“Usually campaigns focus on offerings, but we now had to talk about the experience. The car
in this context is not just about transporting people from place A to B. It had to stress an
emotional connect. And it's this emotional connect that is totally unique to Maruti."
- Mayank Pareek, Executive Officer (Marketing and Sales), Maruti Suzuki India Limited, in
June 2008
Brand Mantra: Compact car model, people’s car, trust in products and service standards
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Pricing
The basic pricing strategy adopted by Maruti Suzuki India Limited is focused towards catering
to all customer segments by following a price-point-strategy (having a product offering at all
price points), economic pricing, playing on cost leadership, and providing value for money.
They mainly aim towards providing an option to every customer looking for up gradation in his
car.
In an era when owning a car was a distant dream for a vast majority of Indians, Maruti rolled
out its first car, the M800. The company labelled it a “people's car”, with a 796cc 3-cylinder
engine that delivered 39.5bhp at an affordable price of Rs. 65,000.
The Indian passenger car market is divided into various segments and sub-segments on the
basis of price, size (i.e. length of the model and its weight) and other factors (including engine
capacity). Maruti has a presence in all the segments and sub-segments. Due to the fierce
competition in the Indian passenger car industry, price emerged as an important factor
affecting the purchasing decisions of customers. Since it has been in the industry for more
than two decades, and as a market leader, Maruti has adopted aggressive pricing strategies.
The company has products at various price points. In the early 2000s, when the passenger
car industry was witnessing stagnation, Maruti slashed the prices of its various models, to
revive the industry. By 2004, the competition in the Indian passenger car industry had further
intensified. However, Maruti retained its leadership position mainly due to its aggressive
pricing strategy.
The main strategy adopted by Maruti to dominate the market is a price-point-strategy where in
they have products available in almost all possible price points, as shown below for Mumbai
as an example:
Maruti 800 from 205367.45 to 248476.97 (4 variants, for each metallic & non-metallic)
Alto from 242040.33 to 295749.64 (3 variants, for each metallic & non-metallic)
Zen Estilo from 334426.16 to 431061.13 (4 variants, for each metallic & non-metallic)
WagonR from 375723 to 437462.47 (4 variants, for each metallic & non-metallic)
SX4 from 728097.06 to 903710.60 (5 variants, for each metallic & non-metallic)
Swift from 437388.63 to 563093.40 (7 variants, for each metallic & non-metallic)
A-Star from 370839.30 to 441334.71 (3 variants, for each metallic & non-metallic)
Eeco from 289248.81 to 325066.78 (3 variants, for each metallic & non-metallic)
Gypsy from 548226.20 to 574346.26 (3 variants, for each metallic & non-metallic)
Omni from 213676.72 to 274561.90 (7 variants, for each metallic & non-metallic)
Ritz from 419328.06 to 550961.12 (7 variants, for each metallic & non-metallic)
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Swift DZire from 509639.34 to 729165.25 (6 variants, for each metallic & non-
metallic)
Grand Vitara from 1751789.94 to 1886659.06 (2 Variants in metallic category)
And further the news paper reports on the future plans of the company say that it has plans to
introduce Swift Sedan shortly , which will be priced lower than SX4. It also plans to launch a
big car in the range of 10-12 lakhs.
The logic provided by the company is that this strategy enables them to ward-off competition,
retain customers in their fold when they want to upgrade and to give a feeling to the
customers that Maruti can provide them with variants at all price points.
Distribution
Maruti Suzuki has unparalleled sales and service network. As of June 2010, it currently has
800-plus dealerships across more than 500 cities in India. It plans to expand total number of
dealerships to 1,000. To ensure the vehicles sold by them are serviced properly, Maruti
Suzuki has 800-plus dealer workshops, 1,945 Maruti Authorized Service Stations and 30
Express Service Stations on 30 National Highways across 1,314 cities in India. The company
is planning to expand the number of dealerships to 1,500 by 2015. The company is also
betting big on the rural market. In 2009-10, nearly 17 per cent of their sales were in the rural
segment against nine per cent in the previous year (2008-09).
The sales executives employed by dealers are linked to their sales network through secure
extranet-based information networks. The sales of spares, accessories and automobile-
related services such as insurance and finance serve as additional sources of revenue for
dealers. The employees believe that the availability of related products and services at sales
outlets helps to attract customers to the outlets and promote sales of their cars.
The company generally appoints a limited number of dealers for a certain geographical
territory. Their dealers provide services to customers such as pre-delivery inspection of
vehicles, sales of cars, after-sales service, supply of spare parts & other services that
promote sales of cars within the territory for which they are appointed. They have the right to
sell their products and services through other dealers or intermediaries in any territory,
whether or not one of their dealers is already established in that territory. Their dealers are
required to maintain their outlets in accordance with their specifications and employ well-
trained sales staff. Their agreements with their dealers usually have terms of 5 yrs. These
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agreements are generally renewable for successive terms of 3 years, by mutual agreement.
The agreements typically permit termination by either the dealer or them with 6 months’ prior
notice.
Their central office in Delhi, their regional offices and their area offices monitor and assist their
dealer network. They follow the performance of their dealers and frequently suggest
improvements. In order to assist their dealers in enhancing their performance and capabilities,
they have introduced a concept of “Balanced Scorecard”. Using this tool, they seek to
measure the performance of a dealership in several areas of operations, including sales,
service, spares and accessories, financial management and management systems. They
reward dealers who perform well on the “Balanced Scorecard” with a cash payment at the
end of the fiscal year. They believe that the “Balanced Scorecard” serves as an effective
incentive for dealers to enhance their performance.
They have also established standard operating procedures, showroom ambience and service
quality standards for dealerships. They provide periodic training through their training centres
located at their manufacturing facilities and at Chennai, Kolkata, Guwahati and Pune. Their
subsidiary, True Value Solutions Ltd., provides value-added services, such as manpower
recruitment and training, to their dealers.
Service is a major revenue generator of the company. Most of the service stations are
managed on franchise basis, where Maruti Suzuki trains the local staff. Other automobile
companies have not been able to match this benchmark set by Maruti Suzuki. The Express
Service stations help many stranded vehicles on the highways by sending across their repair
man to the vehicle.
Some salient features of distribution strategies are as follows:
800+ car sales outlets covering more than 500 cities
315 ‘Maruti True Value’ outlets spread across 166 cities (a market place for used
Maruti Suzuki vehicles where one can buy, sell or exchange them)
1945 Maruti Authorized Service Stations covering 1314 cities
Tie-up with Adani group for exporting 200,000 units through Mundra port, Gujarat
Positioning
Maruti Suzuki offers 13 models ranging from India’s one time best selling M800 to the
premium sedan Maruti Suzuki SX4 and luxury SUV Maruti Suzuki Grand Vitara. As Maruti
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Suzuki offers cars in various segments, the positioning of the cars varies in accordance with
the segment it belongs to. Their offerings in the various segments are:-
3. COMPETITOR ANALYSIS
Maruti Suzuki is the leading car maker of India. Even after cut throat competition eating its
market share, it still holds the number one position in many car segments. The market share
of different car brands in India is shown in the following pie chart:
*Source: Automotive Components Manufacturers
Association of India
Hence Maruti Suzuki holds the number one position in overall car market with its market
share at around 46% followed by Hyundai (30.5%) and Tata Motors (10.5%).
The table shown below shows the different segments of cars, the brands of Maruti Suzuki
under each segment and its competitors in the same segment.
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Car Segment Maruti Brands Competitors
A1 M800 Tata Nano
A2 Alto, Wagon-R, Estilo Zen, Ritz,
Swift, A-Star
Hyundai(Santro, i10,i20,Getz),
Chevrolet(Beat, Spark),Tata
Indica, Fiat Punto, Ford
Figo,Volkswagen Polo
A3 SX4, D'zire Tata Indigo, Hyundai
(Verna,Accent),Honda
City,Ford(Fiesta, Ikon,Fusion)
C Omni, versa, Eeco -
MUV Gypsy, Grand Vitara Chevrolet Captiva , Honda CRV,
Hyundai Tuscon
In the different segments (price wise) the competition remained as follows:
CompactMaruti Suzuki is the undisputed leader with the top 3 spots being bagged by its brands – the
Wagon R, Zen Estilo and A Star, in that order.
Premium Compact
Maruti Suzuki leads the pack here too - the Ritz and Swift take the top 2 positions, followed by
the Fiat Grande Punto.
Entry Midsize
The Swift DZire is numero uno in this segment, followed by Tata Indigo and Ford Ikon.
Midsize
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The SX4 staves off tough competition from the Honda City to emerge as the victor here. They
are followed by Hyundai's Verna.
*Source: Maruti Suzuki
The top 6 cars in India (sales wise) for the fiscal 2009-2010 consist of 3 brands from the
Maruti Suzuki stable.
Rank Car Sales(units)
1 Maruti Alto 212,568
2 Maruti WagonR 134,768
3 Tata Indica 111,256
4 Maruti Swift 110,071
5 Hyundai i10 106,095
6 Hyundai Santro 91,478
*Source: http://business.rediff.com
With increased competition from global players in the small-car segment, it will be difficult for
Maruti Suzuki to maintain leadership. In order to stave off competition, Maruti Suzuki has
launched a new campaign targeting youth. Also is has launched a number of new brands in
recent years like Maruti Ritz, Swift Dzire, A Star etc in order to change according to
customer’s evolving needs and maintain its market leader position. Since Hyundai Motors and
Tata Motors are following close on the heels of Maruti targeting all the segments where Maruti
has a car, its becomes important on the part of the company to keep introducing new models
which are contemporary and according to consumer’s demand. The growing popularity of
Tata Nano and phasing out of M800 has left field open to competitors to grab the ultra low
cost car segment.
TATA MOTORS:
The company began in 1945 and has produced more than 4 million vehicles. Tata Motors
Limited is the largest car producer in India. It manufactures commercial and passenger
vehicles, and employs in excess of 23,000 people.
The internationalization strategy so far has been to keep local managers in new acquisitions,
and to only transplant a couple of senior managers from India into the new market. The
benefit is that Tata has been able to exchange expertise. For example after the Daewoo
acquisition the Indian company leaned work discipline and how to get the final product 'right
first time.'
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The company has a strategy in place for the next stage of its expansion. Not only is it
focusing upon new products and acquisitions, but it also has a program of intensive
management development in place in order to establish its leaders for tomorrow.
The company has had a successful alliance with Italian mass producer Fiat since 2006. This
has enhanced the product portfolio for Tata and Fiat in terms of production and knowledge
exchange. For example, the Fiat Palio Style was launched by Tata in 2007, and the
companies have an agreement to build a pick-up targeted at Central and South America.
The company's passenger car products are based upon 3rd and 4th generation platforms,
which put Tata Motors Limited at a disadvantage with competing car manufacturers.
Despite buying the Jaguar and Land Rover brands (see opportunities below); Tat has not got
a foothold in the luxury car segment in its domestic, Indian market. Is the brand associated
with commercial vehicles and low-cost passenger cars to the extent that it has isolated itself
from lucrative segments in a more aspiring India?
One weakness which is often not recognized is that in English the word 'tat' means rubbish.
Would the brand sensitive British consumer ever buy into such a brand? Maybe not, but they
would buy into Fiat, Jaguar and Land Rover.
In the summer of 2008 Tata Motor's announced that it had successfully purchased the Land
Rover and Jaguar brands from Ford Motors for UK £2.3 million. Two of the World's luxury car
brand have been added to its portfolio of brands, and will undoubtedly off the company the
chance to market vehicles in the luxury segments.
Tata Motors Limited acquired Daewoo Motor's Commercial vehicle business in 2004 for
around USD $16 million.
Nano is the cheapest car in the World - retailing at little more than a motorbike. Whilst the
World is getting ready for greener alternatives to gas-guzzlers, is the Nano the answer in
terms of concept or brand? Incidentally, the new Land Rover and Jaguar models will cost up
to 85 times more than a standard Nano!
The new global track platform is about to be launched from its Korean (previously Daewoo)
plant. Again, at a time when the World is looking for environmentally friendly transport
alternatives, is now the right time to move into this segment? The answer to this question
(and the one above) is that new and emerging industrial nations such as India, South Korea
and China will have a thirst for low-cost passenger and commercial vehicles. These are the
opportunities.
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However the company has put in place a very proactive Corporate Social Responsibility
(CSR) committee to address potential strategies that will make is operations more
sustainable.
The range of Super Milo fuel efficient buses are powered by super-efficient, eco-friendly
engines. The bus has optional organic clutch with booster assist and better air intakes that will
reduce fuel consumption by up to 10%.
Other competing car manufacturers have been in the passenger car business for 40, 50 or
more years. Therefore Tata Motors Limited has to catch up in terms of quality and lean
production.
Sustainability and environmentalism could mean extra costs for this low-cost producer. This
could impact its underpinning competitive advantage. Obviously, as Tata globalizes and buys
into other brands this problem could be alleviated.
Since the company has focused upon the commercial and small vehicle segments, it has left
itself open to competition from overseas companies for the emerging Indian luxury segments.
For example ICICI bank and DaimlerChrysler have invested in a new Pune-based plant which
will build 5000 new Mercedes-Benz per annum. Other players developing luxury cars targeted
at the Indian market include Ford, Honda and Toyota. In fact the entire Indian market has
become a target for other global competitors including Maruti Udyog, General Motors, Ford
and others.
Rising prices in the global economy could pose a threat to Tata Motors Limited on a couple of
fronts. The price of steel and aluminum is increasing putting pressure on the costs of
production. Many of Tata's products run on Diesel fuel which is becoming expensive globally
and within its traditional home market.
HYUNDAI MOTORS:
Hyundai Motor India Limited (HMIL) has agreed a five year sponsorship deal with the
International Cricket Council (ICC) that sees them become the official car partner of the ICC
Cricket World Cup 2011.
HMIL will have branding rights to the tournament and will provide Hyundai cars for ICC
officials, players, guests and VIPs throughout. They will also engage in promotional activities,
including the "Hyundai Fan Park", where supporters will be able to gather to watch matches
on large TV screens.
Brand Loyalty Roll No : 511011478- 73 -101
In addition, Hyundai will be an official sponsor of the ICC Women's World Cup and World
Twenty20 tournaments between now and the end of the agreement in 2015.
H W Park, the managing director and chief executive of HMIL, said: "I am pleased to
announce our partnership with the International Cricket Council. The ICC Cricket World Cup is
one of the biggest sporting extravaganzas, and we are proud to be a part of this event.
Ground transportation is critical to the successful staging of an international event like the ICC
Cricket World Cup and Hyundai will Endeavour to provide the best and the most luxurious
transportation option for the players, officials and VIP guests. Hyundai shares ICC’s deep-
rooted passion for cricket and remains committed to supporting the game in the future as
well."
The news comes as ICC chief executive Karron Lorgat revealed he was "pleased" by the
progress made on refurbishments to the 80,000 seater Eden Gardens stadium in Kolkata.
The venue will not be ready in time to host its first match of the tournament - between India
and England on 27th February - but work is now expected to be completed ahead of the other
three scheduled matches there on 15th, 18th and 20th March.
Hyundai join the likes of LG, Pepsi, Reebok, Emirates and Castrol in sponsoring the 2011 ICC
Cricket World Cup, which will be played in India, Sri Lanka and Bangladesh and begins on
19th February.
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4. BRAND EXPLORATORY
Data Analysis
1. Research Design
The design of research is descriptive in nature and the platform of the market research
process is carried out by the means of sampling techniques.
The research has employed a Questionnaire based survey to describe the Car owner’s
characteristics, attitudes, preferences and behaviour.
Sampling Method used here is Probability Sampling Method under which each sample unit in
the defined target population has a known non zero probability of being selected for the
sample.
Sampling Technique used here is Stratified Random Sampling Technique under which the
total target population is divided into segments on the basis of an important characteristic or
variable. In this case important variable is the Maruti Suzuki car owner’s. Then sample is
taken from each of the strata defined earlier.
The sample frame consists of the Car Owner’s falling in the age group of 25-60 years in and
around Mumbai and Chennai considered as the Location of Survey.
Demographic Features of the population includes:
Age Group 25-60 years.
Gender Classification in terms of Male & Females.
Profession Classification of the Car owner’s in terms of student, professional, service,
businessmen & other if any.
2. Hypothesis
H01: Brand Maruti stand as people’s car in all aspects.
H02: Current branding efforts from Maruti helping it to gain share of mind among the
customers.
H03: There are no particular issues with the current branding efforts of the brand.
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H04: There is a need of supporting branding strategies for Maruti Suzuki.
H05: New image of Maruti Suzuki will help in boost the sales.
3. Data Collection
Sample Size consisted of 120 respondents who were asked to answer the questionnaire, the
responses on which analysis was to be performed drawing relevant inferences.
The questionnaires were filled through field work. The survey was conducted for two weeks in
the month of March.
The Data Collection stage was followed by the process of scrutinizing the data which revealed
that out of the 120 questionnaire forms filled, 20 were found to be illogically answered by the
respondents and hence had to be discarded before the process of analysis making the
authentic sample size of 100 respondents.
4. Limitation of Study
The study has the following limitations in relation to the conduct of research during the
summer project. These limitations are as follows: -
Time limitation: - Time period for conducting the survey process is less .i.e. 10-12
working days only.
Geographical location limitation: - Survey has been conducted in the region of
Mumbai and Chennai only. So, it results of the research may vary if the same survey
is conducted in other part of the country.
Competitor Analysis – Data obtained from respondents of the questionnaire1 has been
analysed and bar chart has been plotted to compare Maruti vis-a-vis its major competitors
Hyundai and Tata Motors. The parameter wise descriptive analysis has been shown below:
1) Reliability – While Maruti gets a rating of 4, Hyundai gets a rating of 4 and Tata
motors a rating of 3 when reliability is concerned. The ratings here show the model
values. This means that largest number of respondents have opted for the above ratings
2) on a scale of 1-5 for the respective companies. The bar chart showing % of
respondents going for a particular rating(1-5) for the respective companies has been
shown below:
1
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The chart clearly shows more people giving rating of 5 to Maruti than Hyundai or Tata Motors
proving the reliability of brand Maruti.
3) Durability - While Maruti gets a rating of 5, Hyundai - 4 and Tata motors - 3 when
durability is concerned. The ratings here show the modal values. The bar chart showing
% of respondents going for a particular rating (1-5) for the respective companies has
been shown below. The chart clearly shows more people giving rating of 5 to Maruti than
Hyundai or Tata Motors proving the durability of brand Maruti.
4) After sales service - While Maruti gets a rating of 5, Hyundai gets a rating of 4 and
Tata motors a rating of 4 when after sales service is concerned. The ratings here show
the model values. This means that largest number of respondents have opted for the
above ratings on a scale of 1-5 for the respective companies. The bar chart showing %
of respondents going for a particular rating (1-5) for the respective companies has been
shown below. The chart clearly shows supremacy of Maruti over its competitors when
after sales service is concerned.
5) Value for money - While Maruti gets a rating of 5, Hyundai gets a rating of 4 and
Tata motors a rating of 3 when value for money is concerned. The ratings here show the
model values. This means that largest number of respondents have opted for the above
ratings on a scale of 1-5 for the respective companies. The bar chart showing % of
respondents going for a particular rating (1-5) for the respective companies has been
shown below. The chart clearly shows supremacy of Maruti over its competitors when
value for money is concerned.
6) Design and style - While Maruti gets a rating of 3, Hyundai gets 4 & Tata-3. The
ratings here show the model values. The bar chart showing % of respondents going for a
particular rating for the respective companies has been shown below. The chart clearly
shows that for design and style, Hyundai holds an edge in the mind of the customer.
7) Safety features – The same rating is valid where again Hyundai holds an edge.
8) Recommendation- There is almost equal level of recommendation for both Maruti &
Hyundai. But still Maruti wins by a slight margin giving it rating 5.
Some Other Significant Data Obtained –
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Chances of people recommending Maruti over its competitors = 3 out 5
On a scale of 1-5, the modal rating obtained for how special is Brand Maruti is 3
61% of the respondents talk about Maruti to other people
42% of the respondents closely follow the new offerings that the brand comes up
with.
64% of the respondents have never visited the Maruti website which entails major
marketing lapse on the behalf of company.
Factor Analysis
The factor analysis done for the responses gave us 5 factors:
1. Product Benefits
This consists of the reliability, durability, after sales service, affordability, design and
style, safety features and whether it is considered value for money.
2. Emotional connect
This consists of feelings evoked by Brand Maruti: Sense of belongingness, social
approval, self respect, sense of achievement and a feeling of being with the best.
3. Judgments
This consists of the perceptions of the brand offerings – the quality, trustworthiness of
the makers, customer satisfaction, respectability and innovative nature.
4. Effects of personal experience
This takes into consideration the chances of choosing a Maruti as the next car,
whether the Maruti car is special to the consumer or not, and the likelihood of
recommending the brand to others.
5. Resonance – attachment and engagement
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This considers whether the consumer engages himself/herself with Maruti activities,
whether he/ she talks to other people about Maruti, is aware of new offerings, is a fan
club member or not.
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Customer Knowledge Structure and Brand Mantra
Maruti Suzuki has successfully leveraged its 27 year association with the Indian consumer.
The brand ‘Maruti Suzuki’ garners a high level of trust and respect in the Indian consumer’s
mind. Typical consumer brand associations for Maruti are “Reliable”, “Durable”, “Affordable”.
The Maruti Suzuki mental map looks like this:
The brand mantra for Maruti Suzuki is “Respectable, affordable private transportation”.
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Sources of Brand Equity
The biggest and foremost reason for a high amount of brand awareness and brand recall is
the long time that Maruti has been present in the Indian market. And this fact is very well
reflected in the survey result also as 42 out of 100 respondents recall Maruti when asked to
think about the car brand that comes to their mind first.
Other parameters that act as huge supporters to keep or increase the brand equity of brand
Maruti are mainly reliability, durability, after sales service and value-for-money when the
performance of the products provided by this brand is concerned. From the survey we also
concluded that the image of the brand is held highly because the brand score highly on
quality of products, satisfaction levels that it maintains for its customers and on the trust that
the customers have in the brand.
One key factor that also draws significant attention is the innovation. Most respondents
believe that the company is in tune with the changing times and needs of the consumers to
better its offerings from tome to time.
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Customer-Based Brand Equity Pyramid
In CBBE Pyramid, the brand building blocks are as follows:
Brand Salience: This measures brand awareness, i.e., customer’s ability to recognize and
recall the brand under different conditions. The depth of brand awareness measures how
likely it is for a brand element to come to mind, and the ease with which it does so. The
breadth of brand awareness measures the range of purchase and usage situations in which
the brand element comes to mind.
Brand Performance: The main attributes and benefits that underlie brand performance are
primary ingredients & supplementary features (essential features & supplementary ones for
customization); product reliability (consistency of performance over time), durability (expected
economic life of the product) and serviceability (ease of repairing the product if needed);
service effectiveness (how well the brand satisfies customers’ service requirements),
efficiency (speed and responsiveness of service) & empathy (extent to which service
providers are seen as trusting, caring and having the customers’ interests in mind); style and
design (aesthetic considerations); and price (relative price).
Brand Imagery: It is the way people think about the brand abstractly and it includes the ways
in which the brand attempts to meet customers’ psychological and social needs. The main
intangibles linked to a brand are user profiles; purchase and usage situations; personality and
values; and history, heritage & experiences.
Brand Judgments: These are customers’ personal opinions about and evaluations of the
brand, which they form by putting together all the different brand performance and imagery
associations. The important ones are judgments about quality (attributes & benefits);
credibility (perceived expertise/competence/innovation, trustworthiness, likability);
consideration (personal relevance); and superiority (whether it offers advantages that other
brands cannot).
Brand Feelings: These are customers’ emotional responses and reactions to the brand.
They also relate to the social currency evoked by the brand. The six important brand-building
feelings are warmth, excitement, fun, security, social approval, self-respect.
Brand Resonance: This describes the nature of the relationship between the customer and
the brand and the extent to which customers feel they are ‘in sync’ with the brand. The
dimensions of brand resonance can be broken down into four categories which are
behavioural loyalty; attitudinal attachment; sense of community; and active engagement.
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The Maruti Suzuki CBBE Pyramid is equally strong on the left-hand and right-hand sides,
and is also strong from bottom to top, enjoying high brand awareness and recall value, high
customer loyalty, and personal attachment. The brand is seen as one which creates
affordable, reliable and high-quality cars meeting functional requirements like fuel efficiency,
value for money, durability, and security. The brand has been the dominant one in the
automobile market for the last two decades and spells out trust for its customers through both
its products and widespread service networks.
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Major Issues and Threats for Maruti Suzuki
Maruti Suzuki is losing its market share in India steadily and for the first time in 25 years,
Maruti Suzuki’s market share has dropped below the 50% mark. Currently Maruti Suzuki’s
market share stands at 47%. Maruti has lost 6% of the market share as compared to last year
(2009).
Maruti Suzuki has been the market leader in the Indian car scene for ages and a 47% market
share is in no way ignorable but the drop in the market share is the result of new competitive
players like Ford ,GM, Volkswagen ,etc offering better products and from now on Maruti’s
share can steadily decline.
Maruti Suzuki which was once the unquestionable king of the Indian car market is clearly
threatened by home grown as well as foreign manufacturers. Maruti Suzuki is facing stiff
competition in every segment it is playing in and the future would be a nightmare for Maruti
where every car company is aiming to assault Maruti.
The Ford Figo and Chevrolet Beat with faster delivery times are considerably eating into
Maruti’s small car sales and the Nissan Micra, Toyota Etios and the Honda NSC small car
would soon join the assault party.
Maruti’s bestseller Alto would also be challenged soon with Hyundai, GM India and Nissan
planning to take on the Alto soon. The Alto would also face stiff competition from Ford and
Peugeot who could also enter the Alto’s segment in the future. The Tata Dolphin if launched
could kill the Maruti Alto.
Cars that have threatened Maruti: (in the small car segment)
Ford Figo
Tata Nano
Chevrolet Beat
Fiat Punto
Nissan Micra
Volkswagen Polo
Future cars Maruti should lookout for:
Tata Dolphin
Hyundai H800 small car
Nissan small car with Ashok Leyland JV
GM-SAIC small car
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Toyota Etios
Ford B156 small car
At the same time Maruti’s diesel engine variant of their cars haven’t been as successful as
their competitors mainly Tata and Hyundai.
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5. BRAND STRATEGY
SWOT Analysis: Maruti Suzuki India Ltd.
Strengths
Established distribution and sales network
Largest network of dealers and after sales
service caters in the country; Availability of
service stations even in the remotest places
in the country
Understanding of the Indian market
Ability to design products with differentiating
features
Brand image and strong brand value
Experience & know how in technology;
Contemporary technology
Loyal customer base
Japanese management practices
Early mover advantages
Recruitments done in a very tedious
manner ensuring talent and best
professionals
Being in a leadership position in the market
Self-competing product range in small car
segment: Maruti 800, Omni, Alto, Zen,
WagonR
Good promotional strategies
Refurbished Cars: Maruti has also entered
into second hand car market with a brand
name “Maruti True Value”
Availability of raw material
Some other strengths: Working culture,
after sale services , distribution,
diversification, R&D
Weaknesses
Lack of experience with foreign market
Comparatively new to diesel cars
People resistant to upper segment
models
Heavy import tariffs on fully built
imported models
Lack of having products in mid size car
segment which may result in shifting of
loyal customers who have a desire to
upgrade their cars.
Low interior quality inside the cars
Government intervention due to having
a share in Maruti Suzuki India Ltd.
Dependence upon Suzuki Corporation,
Japan for technical support; 10%
components are manufactured outside
India
Considering the brand as poor man’s
brand in spite of having launched luxury
cars as well
Bureaucracy, technological
disadvantages, decades of isolation,
inertia and subservience to the whims of
government bureaucrats have made
them unaccustomed to international
standards or keen competition.
Labour Laws and Labour Unions are
not in a good form in India
Opportunities
Increased purchasing power of Indian
middle class category; Increasing demand
Threats
Competition from second hand cars
and Tata Nano
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Government subsidies
Tax benefits
Prospective buyers from the two-wheeler
segment
Opportunity to enter again into the diesel
segment of the cars to compete against its
nearest competitor Tata in diesel segment of
small cars
Can start R&D on electric cars for a much
better substitute of the fuel (they have
launched their LPG version of Wagon R
which was a good move)
Sound and promising economic growth of
the country in future
Liberal policies of GOI
Big Market: Domestic and Abroad
Other companies lack economies of scale,
so market is still open
Threats from Chinese manufacturers
Large number of new technology-
driven players and manufactures in the
market
Reduction in government support and
cutting down the gas supply quota
Competition from Hyundai Motor India
Ltd. which is trying hard to achieve
number one position in the market
S - T - P: Maruti Suzuki India Ltd.
Segmentation:
The automobile major is present mainly in 4 segments in India viz. segment A, B, C, E .In
particularly it has a dominant position in segments A and B.
Segment Range(In Lacs) Models
A <3 Maruti 800, Alto, Eeco, alto K10
B 3-5 Swift, Ritz, wagon R, Zen, A-
star
C 5-10 SX4, Swift Dzire
E 15-30 Grand Vitara
Targeting:
The target market for Maruti has always mainly the Indian middle class family. Be it the
segment A or B, the emphasis has been on putting across the image of Maruti as a car for the
family. Recently with the segment B offerings Maruti has started targeting the young booming
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middle class by targeting on their pschycographics like smarter people and trendy people for
the executives and the younger crop in the case of WagonR, swift, Ritz.
Positioning:
As clear from the offerings and the findings from the questionnaire the cars of Maruti are
mainly positioned as a family car. The cars are positioned as value-for-money, reliable and
durable automobiles for the Indian family and roads. One more important factor that has been
used as a differentiating factor to position Maruti in the mind of the customers is the after-
sales service provided by them.
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4Ps: Maruti Suzuki India Ltd.
Product:
Maruti Suzuki India Ltd is the biggest car maker of India. Maruti cars stand for “value for
money” and are one of the most fuel efficient “people’s car”. The brand has a portfolio of 13
products with about 150 variants spread across 5 product lines as shown below:
Car Segment Maruti Brands
A1 M800
A2 Alto, Wagon-R, Estilo Zen, Ritz, Swift, A-Star
A3 SX4, D'zire
C Omni, versa, Eeco
MUV Gypsy, Grand Vitara
Price:
Maruti employs a strategy of having a product offering at all price points. They play on cost
leadership and provide value for money. The price of the Maruti car is between Rs. 210000 to
Rs. 1800000. Maruti – 800 is the lowest priced car of this company. Alto and Zen are also the
low priced cars under Maruti. Swift, SX4 are mid priced cars while Grand Vitara comes in the
higher price range. The cars with their price points are shown below:
Maruti 800 from 205367.45 to 248476.97 (4 variants, for each metallic & non-metallic)
Alto from 242040.33 to 295749.64 (3 variants, for each metallic & non-metallic)
Zen Estilo from 334426.16 to 431061.13 (4 variants, for each metallic & non-metallic)
WagonR from 375723 to 437462.47 (4 variants, for each metallic & non-metallic)
SX4 from 728097.06 to 903710.60 (5 variants, for each metallic & non-metallic)
Swift from 437388.63 to 563093.40 (7 variants, for each metallic & non-metallic)
A-Star from 370839.30 to 441334.71 (3 variants, for each metallic & non-metallic)
Eeco from 289248.81 to 325066.78 (3 variants, for each metallic & non-metallic)
Gypsy from 548226.20 to 574346.26 (3 variants, for each metallic & non-metallic)
Omni from 213676.72 to 274561.90 (7 variants, for each metallic & non-metallic)
Ritz from 419328.06 to 550961.12 (7 variants, for each metallic & non-metallic)
Swift DZire from 509639.34 to 729165.25 (6 variants, for each metallic & non-
metallic)
Grand Vitara from 1751789.94 to 1886659.06 (2 Variants in metallic category)
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Place:
As of June 2010, Maruti currently has 800-plus dealerships across more than 500 cities in
India. It plans to expand total number of dealerships to 1,000. To ensure the vehicles sold by
them are serviced properly, Maruti Suzuki has 800-plus dealer workshops, 1,945 Maruti
Authorized Service Stations and 30 Express Service Stations on 30 National
Highways across 1,314 cities in India. The company is planning to expand the number of
dealerships to 1,500 by 2015. Their central office in Delhi, their regional offices and their area
offices monitor and assist their dealer network.
Summarizing the features of distribution strategy:
800+ car sales outlets covering more than 500 cities
315 ‘Maruti True Value’ outlets spread across 166 cities (a market place for used
Maruti Suzuki vehicles where one can buy, sell or exchange them)
1945 Maruti Authorized Service Stations covering 1314 cities
Tie-up with Adani group for exporting 200,000 units through Mundra port, Gujarat
Promotion:
Maruti has been perceived all these years as the “people’s car” . Maruti's communications are
focused both on promoting its cars and on building up its corporate image. The company has
launched several new products and their variants over the years, which always happens with
great fanfare to build the brand image of the company. The communication strategies adopted
by Maruti revolve around:
Television commercials
Print and radio ads
TV shows - India’s Got talent
Place Advertising – Bill boards
Sales Promotions
Product warranties
Premiums (gifts),Trade shows
The advertising campaigns of Maruti emphasize on various aspects of its cars, including fuel
efficiency, space, looks etc, to strengthen its brand image, and to promote its widespread
network and services. The following table shows the major brands of Maruti Suzuki along with
their Launching year and the associated slogan:
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Class Brand NameYear
IntroducedSlogan
City Car
800 1983 Change Your Life
Alto 2000 Let’s go
Estilo 2009 Take a Fresh View of Life
A-Star 2008 Stop @ Nothing
Ritz 2009 Live the Moment
Super Mini CarWagonR 2002 For the Smarter Race
Swift 2005 You’re the Fuel
Compact CarSX4 2007 Men are Back
Swift DZire 2008 The Heart Car
Sports Utility
Vehicle
Grand Vitara 2007 Play it Your Way
Gypsy 1985 King
MicrovanOmni 1984 Fits All
Eeco 2010 Happiness Family Size!
In July 2009, Maruti launched a new ad campaign highlighting its K-series engines. The ad
campaign highlighted the technical improvement in the engines of certain select Maruti cars
which simultaneously increased their power and their fuel efficiency. The ad campaign for the
'K' series engine was the first time that Maruti was advertising specifically a technological
innovation that it had pioneered. Some other famous promotional campaigns are those like
“India Comes Home in Maruti Suzuki.”
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Product Life Cycle: Maruti Suzuki India Ltd.
Introduction Stage
Market share and growth is slight.
Substantial research and development
costs have been incurred.
Marketing costs may be high in order to
test the market, undergo launch promotion
and set up distribution channels.
Highly unlikely that, companies will make
profits on products.
Example: A-Star, Swift, Dezire
Growth Stage
Characterized by rapid growth in sales
and profits.
Profits arise due to an increase in output
(economies of scale).
Significant promotional resources are
traditionally invested in products that are
firmly in the growth stage.
Cheaper for businesses to invest in
increasing their market share.
Example: Swift, Zen Estilo
Maturity Stage
Competition is most intense as companies
fight to maintain their market share.
Any significant moves are likely to be
copied by competitors.
The maturity stage is the time when most
profit is earned by the market as a whole.
Decline Stage
Market is shrinking, reducing the overall
amount of profit.
Possible to take out some production
cost, transfer production to a cheaper
facility, sell the product into other,
cheaper markets.
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Any expenditure on research and
development is likely to improve production
efficiency and quality.
Example: Alto, WagonR
Depending on whether the product
remains profitable, a company may
decide to end the product.
Care should be taken to control the
amount of stocks of the product.
Example: Baleno, Esteem
BCG Matrix: Maruti Suzuki India Ltd.
Market Share Growth Rate Earnings Cash Needs Strategy Examples
Stars High High
High,
Stable,
Growing
High
Invest,
Integrate,
Take-over
Swift, Zen
Question
MarksLow High
Low,
Unstable,
Growing
HighHarvest,
DivestSX4, A-Star
Cash Cows High Low High,
Stable
Low Maintain
Market
Dominanc
e &
Leadershi
Maruti 800,
Alto,
WagonR
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p
Dogs Low LowLow,
UnstableLow
Harvest,
Divest,
Liquidate
Omni,
Baleno,
Versa
Brand Strategies With Respect to External Environment
Maruti Suzuki which controls almost half of the domestic car market in the country
needs to design small cars suitable for the Indian conditions as a strategy to beat the
stiff competition with the entry of global auto makers. It needs to launch compact cars
with more features to meet the needs of the customers locally.
The company should capitalise on Suzuki’s research and development capabilities
and internal resources to finance its expansion, thereby cushioning itself from the
higher interest rates and borrowing costs and become cost competitive.
With spiralling fuel costs and lack of parking spaces (particularly in the big cities) it
would be prudent to concentrate on the small car segment as the demand for small
cars are expected to increase.
Europe is proving to be a profitable market for the company and efforts need to be
made to export more than they currently do (exporting around 50000 cars annually).
Maruti Suzuki should guard itself against any kind of complacency. The company
erred in the 1990’s when it was overly dependent on the M 800 and lost market share
to Hyundai, Daewoo etc. Currently the Maruti Swift is their core product, but they
have to make sure that they don’t become too dependent on it as they did with Maruti
800 model.
Maruti Suzuki’s people friendly schemes like “Maruti finance”, “True Value”, “Rs 2599
scheme”, etc were a hit with the Indian people and the company should surely come
up with more such offerings in the future.
In the Indian metros the old Fiat and Ambassador cabs are being phased out. Maruti
Suzuki has identified this segment and come out with low cost variants of their cars
which have replaced the old cabs.
Today’s consumer has become more conscious in terms of environment friendly
products. Hence the company needs to keep in pace with the innovative technologies
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like hybrid cars, etc to be able to maintain a competitive position in the future.
Brands such as Baleno & Grand Vitara have failed in the Indian market. Hence the
company should be far-sighted in phasing out these models as and when required.
Proper marketing or effective advertising is very necessary from the management
side due to high competition.
Customers are not fully satisfied with the model of the vehicles in the car segment
as more and more imported vehicles have better models.
Expectations of the customers are high as the brand MARUTI is very big name in
INDIA.
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6. CONCLUSION AND RECOMMENDATIONS
Conclusion
Maruti Suzuki revolutionized the Indian automobile industry in the 1980s and 90s by
successfully meeting the growing demand of a personal mode of transport. This demand was
a result of an inefficient public transport system and probably, the requirement an Indian
automobile that looked more stylish than the Ambassador. Over the years, Maruti tried to
adjust to the changing demands of the typical Indian consumer. Its wide product portfolio
made sure that a Maruti loyalist never needed to look beyond its offerings at any stage. It
redefined the 4Ps into 4Cs: Product to Customers Solution, Price to Customer’s Cost, Place
to Customer’s Convenience and Promotion to Customer’s Communications.
However, changing disinvestment and LPG policies have put this company in a tough spot
forcing it to re-visit their product development and branding strategies.
It is noticed that there is mixed response from the costumers. We can say MARUTI SUZUKI
were able to satisfy only certain segment of customers, however we still strongly feel that it
can be improved and grown by closing certain gaps within their organization.
In today’s market, since costumers are considered as kings, the main responsibility of
MARUTI SUZUKI‘s advertising is to convince them in a pleasurable way of advertising.
Recommendations:
1) In spite of having a wide product portfolio, Maruti is still considered as the poor man’s
car.
2) For its upper segment models, Maruti might consider branding without using the
‘Maruti’ brand.
3) Maruti must try to improve the customer’s perception of its quality. Though people like
and respect the brand, Maruti is not known for its design and technological
excellence.
4) It must leverage its Indian connection; try to appeal to the Indian consumer’s mindset
through promotions and its positioning. Its current emphasis on mileage being an
important consideration for the average Indian seems to be a step in the right
direction.
5) Maruti also needs to realize the importance of alternative fuels and needs to develop
vehicles using them. Such stress on visionary development would also enhance their
perceived technological prowess.
6) Maruti could also consider exporting of its cars thereby extending its markets.
7) Need to erase the perception from the mind of customers and spread the
awareness that even MARUTI’s are good in premium car segment.
8) MARUTI’s could participate frequently in the promotional events of their products.
Brand Loyalty Roll No : 511011478- 96 -101
BIBLIOGRAPHY
Books:
C.R.Kothari, Research Methodology 2nd revised edition, New International
Publication, page number- 2-4, 31-32 , 95-105, 55-67
Rajeev Batra, John.G.Mayers, David.A.Aaker, Advertising Management 5th Edition
Prentice Hall of India, page number- 13-16, 130-135, 463-471
Websites:
http://en.wikipedia.org/wiki/Advertising
http://www.marutisuzuki.com/commercials.aspx
http://www.marutisuzuki.com/
http://www.businessballs.com/market.htm
Brand Loyalty Roll No : 511011478- 97 -101
7. APPENDIX: QUESTIONNAIRE
Effectiveness of branding strategies of Maruti Suzuki India Ltd.
Dear Sir/Madam,
We are conducting this survey for Brand Audit, as a part of our final project in Marketing. We shall be
grateful if you could spare 10 minutes to fill this questionnaire.
Thank You
Objective: To measure Brand Salience (Brand Awareness and Brand Recall)
1. When you think of cars, which are the brands that come to your mind? (Mention 3 brands in
the order you recall)
______________ , _____________ , _____________
2. What are the different brands under Maruti that you can think of? (Mention 3 brands in the
order you recall)
______________ , _____________ , _____________
Objective: To measure Brand Performance
3. On a scale of 1-5, kindly rate brand Maruti on the following parameters vis–a–vis its
competitors. (1-Lowest, 5-Highest) (Mark the appropriate bubble)
1 2 3 4 5
1) Reliability: Maruti O O O O O
Hyundai O O O O O
Tata Motors O O O O O
2) Durability: Maruti O O O O O
Hyundai O O O O O
Tata Motors O O O O O
3) After Sales: Maruti O O O O O
Service Hyundai O O O O O
Tata Motors O O O O O
4) Value for: Maruti O O O O O
Brand Loyalty Roll No : 511011478- 98 -101
Money Hyundai O O O O O
Tata Motors O O O O O
5) Design and: Maruti O O O O O
Style Hyundai O O O O O
Tata Motors O O O O O
6) Safety Features: Maruti O O O O O
Hyundai O O O O O
Tata Motors O O O O O
Objective: To ascertain Brand image
4. Which of the following best describes Brand Maruti?(Mark one of the options)
O Reliable O Popular O Affordable
O Good Quality O Dependable O Widely available
Objective: To ascertain respondent’s judgments regarding the brand
5. On a scale of 1-5, rate the quality of cars produced by Maruti. (1-Lowest, 5-Highest)
(Mark the appropriate bubble) 1 2 3 4 5
O O O O O
6. To what extent does this brand fully satisfy your product needs? (1-Lowest, 5-Highest)
(Mark the appropriate bubble) 1 2 3 4 5
O O O O O
7. How much do you trust the makers of Maruti? (1-Lowest, 5-Highest)
(Mark the appropriate bubble) 1 2 3 4 5
O O O O O
8. Does Maruti innovate with the changing time? O Yes O No
9. On a scale of 1-5, how much do you respect this brand? (1-Lowest, 5-Highest)
(Mark the appropriate bubble) 1 2 3 4 5
O O O O O
10. How likely would it be for you to recommend cars of this brand to others?
(1-Lowest, 5-Highest) (Mark the appropriate bubble)
Brand Loyalty Roll No : 511011478- 99 -101
1 2 3 4 5
Maruti O O O O O
Hyundai O O O O O
Tata Motors O O O O O
Objective: To ascertain feelings towards the brand
11. Rank from 1-5 the feelings evoked by Brand Maruti.(1-Highest, 5-Lowest)
1 2 3 4 5
Belongingness O O O O O
Social approval O O O O O
Self respect O O O O O
Achievement O O O O O
Being with the best in market O O O O O
Objective: To ascertain resonance with the brand
12. If given a choice between other brands in their respective categories, what are your chances
of choosing Brand Maruti over others? (1-Lowest, 5-Highest)
(Mark the appropriate bubble) 1 2 3 4 5
O O O O O
13. How special is this brand to you? (1-Lowest, 5-Highest)
(Mark the appropriate bubble) 1 2 3 4 5
O O O O O
14. Are you a member of the Maruti fan club?
O Yes O No
15. Do you talk to people about the cars of this brand?
O Yes O No
16. Do you closely follow the new offerings that the brand comes up with?
O Yes O No
17. How often do you visit the website of Maruti?
O Regularly O Sometimes O Never
Brand Loyalty Roll No : 511011478- 100 -101
Kindly provide the following information about yourself. It would help us analyze your responses
better.
1. Gender: O Male O Female
2. To which age group do you belong?
O <30 years O 30-50 years O >50 years
3. Occupation: O Professional O Self-employed O Student O Other
4. Kindly mention your profession, if any __________________________
5. Your annual family income:
O <6 lakhs O 6-12 lakhs O >12 lakh
THANK YOU
Brand Loyalty Roll No : 511011478- 101 -101