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Marketing PPT - Adwait de A91801920032

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ADWAIT DE

A91801920032
MBA -1,2020
INTRODUCTION
Maruti Suzuki India Limited, formerly known as Maruti
Udyog Limited, is an Indian automobile manufacturer
headquartered in New Delhi It is a subsidiary of the
Japanese automotive manufacturer Suzuki Motor Corporation.
As of July 2018, it had a market share of 53% in the Indian
passenger car market. Its Chairman is Mr. R. C. Bhargava and
MD & CEO is Mr. Kenichi Ayukawa. Maruti Udyog
Limited(MUL) was established in February 1981, though the
actual production commenced in 1983 with the “Maruti 700”
which is 100% Indian made and then the second model was ‘
Maruti 800 DX ‘ which was based on the ‘ Suzuki SS80 ‘
imported from Japan car manufacturing . Maruti Udyog
Limited was renamed as Maruti Suzuki India Limited. (17
Sept. 2007).
Maruti Suzuki India Limited Marketing Mix (4Ps) Strategy

Marketing Mix of Maruti Suzuki analyses the brand/company


which covers 4Ps (Product, Price, Place, Promotion) and
explains the Maruti Suzuki marketing strategy. As of 2020,
there are several marketing strategies like product/service
innovation, marketing investment, customer experience etc.
which have helped the brand grow. Marketing strategy helps
companies achieve business goals & objectives, and marketing
mix (4Ps) is the widely used framework to define the strategies.
PRODUCT MIX OF MSIL

Maruti Suzuki India has a diverse product portfolio and is


present in such categories of cars as hatchback, supermini,
SUV, sedan and van. Maruti Suzuki India Limited have
53% market share in the Indian market. All the products of
Maruti Suzuki India Limited are made keeping the
common man in mind. Means the product quality is suited
for the every segments of the population either it is urban
or rural.
PRODUCT LINE OF MSIL
PRICE MIX OF MSIL
One of the key drivers of volumes of sale for Maruti Suzuki
has been its ‘value for money’ strategy. This comes from its
low-cost learning from years of engineering in India. By
providing light weight yet safe cars, Maruti is able to cut
down on costs and price its cars competitively, in some cases
undercutting the competition by 7-10 percent. Maruti’s low
cost of ownership, affordable spares, long service intervals
ensure that the pricing strategy of Maruti is implemented not
just at the time of sale but also after the car has been bought.
This gives Maruti an edge and makes it such a popular car
company. Thus, the pricing strategy in the marketing mix of
Maruti Suzuki is dependent upon the competitors, market
dynamics and the segment catered to.
PLACE MIX OF MSIL
Maruti Suzuki India Limited has three manufacturing units
in India and having combined production capacity of 17,
62,000 Vehicles annually. It has strong dealer network across
India and has largest distribution and after sales service. As far
as the place mix of MSIL is concern, MSIL has 1,820 sales
outlets across 1,471 cities in India but the company aims to
increase it to 4,000 outlets by 2020. MSIL has 3,145 service
stations across 1,506 cities throughout India and aims to touch
5,000 service stations by 2020. Maruti’s dealership network is
larger than Hyundai, Mahindra, Honda, Tata, Toyota and Ford
combined. MSIL has 1,280 showrooms across 453 cities in
India. MSIL transport cars from manufacturing plant to
different dealers point across India through Car carrier
(container).
PROMOTION MIX OF MSIL
The MSIL uses all types of media to promote its products. The main focus
is on the road safety measures. The promotion mix consist of four major
tools - - Advertisement - Publicity - Personal Selling - Sales Promotion
Advertisements are telecast in the visual media and the print media such as
Television, radio, newspaper, magazine, road shows, seminars and
workshops. Publicity had played a vital role in the success of Maruti Suzuki
India Limited. The company has used publicity tools –

- News

- Speeches

- Events

- Written Material

- Audio – Visual Materials

- Corporate Identity, etc.


MSIL DISTRIBUTION CHANNEL

MSIL

MARUTI
NEXA SUZUKI
ARENA
GEOGRAPHICAL

DEMOGRAPHIC

SEGMENTATION

PSHYCOGHRAPHIC

BEHAVIORAL
GEOGRAPHICAL SEGMENTATION

Country wise reach.


For Urban and Semi Urban areas.
For every life cycle but above age of 18 years.
DEMOGRAPHIC
SEGMENTATION
Income base segmentation

Low Medium High

2-5 lakh 5-8 lakh 8 lakh and above


Alto 800 Swift Ciaz
K10 Desire Ertiga
Celerio Baleno S-cross
PSYCHOGRAPHIC SEGMENT
It focuses middle class people.
Company also has sports-oriented cars.
BEHAVIORAL SEGMENTATION

Benefit Sought

Price
Road Warriors Generations
Shoppers

Ciaz Swift Alto-800


BEHAVIORAL SEGMENTATION

Usage
Rate/Frequency

Heavy Product Medium Product Low Product


Use Use Use

Diesel Petrol/Diesel Petrol


TARGETING

 Maruti Targets on basis of income groups of our country.


Size of Target segment
Potential growth
Sustainability
Potential Completion
Maruti Suzuki operates three dealership brands – Nexa for
premium cars, Arena for mass market vehicles and True Value
for used cars – with the target audience for each having very
different profiles in terms of income and what they need from
a sales outlet.
TARGETING
The channels are fronted by
different high-profile actors
whose image and qualities are
thought to reflect those Maruti
wants to promote for each: thus
Ranveer Sigh brings an urbane
worldliness to Nexa, Varun
Dhawan an air of friendly
inclusiveness to Arena , while
Rajkumar Rao, the Standard
noted, is “a natural fit for the
used car business where the
company wants to project a
transparent and trustworthy
image”.
POSITION IN MARKET
Others 25%

Maruti Suzuki 42%

Tata Motors 8%

Mahindra & Mahindra


10%

Hundai Motors 15%


COMPETITORS ANALYSIS

Basis Swift Grand-i10

Price 5.19akh 5.87lakh

25.2kmpl(Diesel)/20.4kmpl(Pe
Mileage 24kmpl(Diesel)/18.9(Petrol)
trol)

Engine 1248cc(Diesel)/1197cc(Petrol) 1197cc(Diesel)/1120cc(Petrol)


REFERNCE

• https://www.marketing91.com
• https://www.mbaskool.com
• http://docshare04.docshare.tips
• https://www.marutisuzuki.com
• https://en.wikipedia.org/wiki/Maruti_Suzuki
• https://www.scribd.com
THANK
YOU

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