Maruti Suzuki India Ltd.

 Joint venture between the Indian govt. and Suzuki of Japan.

 In September 2007, Govt. of India sold its complete share to
Indian financial institutions. With this, Govt. of India no longer
has stake in Maruti Udyog.
 Mr. Shinzo Nakanishi is Managing Director and CEO.
 Maruti Suzuki is the only company in india to manufacture and
sell One Million cars in a year.
 Ranked 4th most reputed automobile company in the world.
Gurgaon Plant Manesar Plant

 300 acres, capacity 700,000 cars/ annum

 500 acres, capacity 300,000 cars/ annum
Product Mix

MS 800 MS Eeco MS Swift

MS Alto MS Wagnor MS Swift Dzire

MS Estilo MS A-Star MS SX4

MS Omni MS Ritz MS Kizashi

MS Gypsy MS Versa MS Grand Vitara

Exports

 India has emerged as the largest exporter of passenger cars

largely due to the high demand for Maruti Suzuki cars.
 Maruti Suzuki exports, entry-level models across the globe to
over 120 countries
 Some important markets include Latin America, Africa, South
East Asia and Oceana.
 Company clocked its highest ever exports at 1,47,575 units, a
growth of 111% in the Fiscal Year 2009-10.
Cont..

Source: www.marutisuzuki.com
Market share in India
Maruti Suzuki Swift

 Tagline – You’re the fuel.

 European Styling , Japanese Engineering.
 Swift is available with seven variants four with petrol and three with
diesel engine option.
 Petrol version powered by 1.2L , K-series engine.
 Diesel version packed with 1.3L , DDiS engine .
Features
Top Model Swift ZXI has Features

 ABS(Antilock Braking System)

 Keyless entry
 Dual front airbags
 Central door locking (5 doors)
 Shoulder adjusters
 Tailgate opener electromagnetic type
 Rear window wiper
 Segmentation
Demographic
 Age - 20 to 34
 Gender - Male, Female
 Family size - 4 to 5.
 Income - RS 20000-30000, 30000-50000, 50000 and above.
 Occupation - Professionals, Officials, Supervisors, Youngsters.

Psychographic
 Attitude - Middle class, working class Upper middle .
 Lifestyle
 Cont..
Target Market
 Maruti Suzuki Swift target market segment of 4-6 lakh range.
 It will target the small car A2 segment.
 It will mainly focus on the middle and workers class people.
 It will satisfy both the needs of European and Indian customers.

Positioning
 Swift launched in other international markets gradually.

 The Swift is an environmentally oriented concept and produced with a very

efficient 1.3 Litre DDiS engine, which would have great mileage and low emissions.
SWOT Analysis of Swift
Strengths
 Brand name (Maruti Suzuki) in the market.
 Maruti Suzuki was the market leader at that time when Swift was
launched.
 Good Service Network of 2668 Workshops in 1220 cities.
 802 Dealers in 555 towns & Citiies of India.
 Demand is more than supply.

Weakness
 Exports of Maruti Suzuki is Less.
 Company has less presence in Global Market.
Cont..
Opportunities
 Introduction of more diesel models. The diesel car segment is growing.
 Increased purchasing power of Indian middle class category.

Threats
 Foreign companies entering market; so a bigger threat from MNCs.
 Growing Competition In hatchback Segment.
 Threats from Chinese manufacturers.
Product life Cycle

 Red Area Shows Maruti Suzuki Swift Life Cycle.

 Maruti Suzuki Swift is on Maturity Stage.
 Swift sales crossed 4.5 lakh units since its launch in 2005.
Consumer Adoption Process
 Competitors

Tata Indica Vista

Maruti Suzuki Ritz

Ford Figo

Hyundai Getz

Hyundai i10

Chevrolet UVA

Nissan Micra
Maruti Suzuki A-Star
Pricing
Price Strategy Used (Price Penetration)
 Charging a competitor price in the introductory phase of the life-cycle.

Pricing Objective
 Pricing objective of Maruti Suzuki Swift is to capture the market share. In
order to increase its market share Maruti Suzuki focused its promotions
strategy on middle income group people. Competition is Very Tough in Mid-
Segment.
Price of Maruti Suzuki Swift
 Promotion Strategy
Ghar aa gaya Hindustan
India Comes Home in Maruti Suzuki

 Television Ads
 Print Ads
 Radio Ads
 TV shows - India’s Got talent
 hording
 Organize Race rally
YouTube - Maruti AD.mp4
Sales Promotion
 Product warranties
 Accessories
 Premiums (gifts)
 Trade shows
 Fast Service Network
 Free Service workshops
Awards
 No. 1 in Initial Quality Study - JD Power
 Total Customer Satisfaction - TNS Study
 Car of the Year - BS Motoring
 Car of the Year - CNBC Autocar
 Best Value for Money Car - CNBC Autocar
 Best Design and Styling - CNBC Autocar
 Viewer's Choice - CNBC Autocar
 Small Car of the Year - NDTV Profit
 Design Car of the Year - BBC Top Gear
 Car of the Year - Overdrive Number one premium compact car in - JD
POWER INDIA APEAL STUDY 2007
Thank You