Market Startegies of Maruti Udyog: Presented by

MARKET STARTEGIES OF
MARUTI UDYOG
Presented by:
ANURAG
ANKIT
MOHIT Free Powerpoint Templates Page 1

A BRIEF INTRODUCTION TO MARUTI UDYOG
In 1982, Government of India entered into a joint venture with Suzuki
motor corporation of Japan
Plant was established at Gurgaon in Haryana
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Maruti Suzuki India Limited is a publicly listed automaker in
India. It is a leading four-wheeler automobile manufacture in
South Asia.
Suzuki Motor corporation of Japan holds a majority stake in

the company.
It was the first company in India to mass-produce and sell

more than a million cars.
Its manufacturing plant, located some 25 km south of New

Delhi in Gurgaon, has an installed capacity of 3,50,000 units
per annum, with a capability to produce about half a million
Maruti Suzuki is one of the India's leading automobile
manufacturers and the market leader in the car
segment.
Until recently, 18.28% of the company was owned by

the Indian government, and 54.2% by Suzuki of Japan.
The company annually exports more than 50,000

cars and has an extremely large domestic market in
India selling over 730,000 cars annually.
Maruti 800 till 2004,

Free was theTemplates
Powerpoint India's largest selling
Page 4
compact car ever since it was launched in 1983.
INTRODUCTION
PRODUCTS
Maruti 800
Maruti Alto
Maruti Grand Vitara XL-7
Maruti Gypsy King
Maruti Omni
Maruti Suzuki SX4
Maruti Swift
Maruti Versa
Maruti Vitara
Maruti Wagon-R
Maruti Zen

MAJOR COMPETITORS

Market share

Sales Volumes

Organization
Chairman-
Mr. R. C. Bhargava
Managing Director and CEO-
Mr. Shinzo Nakanishi
Directors-
Mr. Manvinder Singh Banga
Mr. Amal Ganguli
Director and Managing Executive
(Production) -
Mr. Tsuneo Ohashi
Over Free
more than 8000 employees
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VENDORS OF MARUTI SUZUKI PVT LTD
Maruti Suzuki has 200-odd vendors
BIMETAL BEARINGS LTD., COIMBATORE

They manufacture Engine Bearings, Bushes and
Thrust Washers.
AMALGAMATION VALEO CLUTCH

LTD., CHENNAI
Leading manufacturer of Clutch Assemblies in
India for the new generation vehicles.
I.P. REPCO LTD., CHENNAI

A member of Amalgamations Group.
Manufacturing Flywheel Ring Gears for entire
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range of vehicle Page 10
CONT.....
LUMAX INDUSTRIES LTD
Biggest manufacturers of Automotive Lights in
India
PRICOL LTD, COIMBATORE

automotive instruments & speedometer cables
in India.
FENNER INDIA LTD, CHENNAI

Largest manufacturer of Belts and Oil Seals in
India

MARKETING MIX
PRODUCT PRICE PROMOTION

PLACE

There are number of products ( models )
Of Maruti are in the market. Some of the
models are given below:-
M–
800, Zen, Esteem, Omni, Alto, Gypsy, Wa
gonr,Grand Vitara etc. These products are
divided on the basis of product
quality, variety, design, features etc.

They define different factors:
 The quality of product.

 The product variety from different
categories.
 The size of the car according to current or
future market conditions.
 The car features to the customer
like, car looking very good.

The price of the Maruti car is
between
Rs. 210000 to Rs. 1500000. Maruti
– 800 is the lowest price car of this
company. Alto, Omni, Wagonr, are
also the low price car of the company,
Zen & Esteem are the mid price car of
the company. But Grand Vitara is the
high price model of the company . The
price of car are decided according to
its product Varity, quality, design etc. Page 15
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Maruti-800

Maruti 800
• Specifications Transmission
TypeManual Fuel TypePetrol Seating
Capacity4 Gearbox4 Speed Engine
Description0.8L 37bhp 4-stroke
cycle, water cooled Engine
Displacement796 ccMileage-City15.7
kmplMileage-Highway19.9
kmplMaximum Power37.5@5,000
(PS@rpm)Maximum Torque6@2,500
ALTO

ALTO
Specifications Transmission TypeManual Fuel

TypePetrol Seating Capacity5 Gearbox5
Speed Engine Description0.8L 47bhp FC
engine Engine Displacement796 ccMileage-
City14.6 kmplMileage-Highway18.9
kmplMaximum Power47@6,200
(PS@rpm)Maximum Torque6.32@3,000
(kgm@rpm)
:Rs. 2,37,372 toFreeRs. 2,88,512

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Zen-estilo

Zen-estilo
Specifications Transmission Type

Manual Fuel TypePetrol Seating
Description1.1L 64bhp 32x4 hypertech
engine Engine Displacement1,061
ccMileage-City12.5 kmplMileage-
Highway16.9 kmplMaximum
Power64@6,200 (PS@rpm)Maximum
Torque8.5@3,500 (kgm@rpm)
Ex-Showroom Price
Free :Rs.
Powerpoint 3,14,254 to
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ESTEEM

ESTEEM
• Specifications Transmission Type

Manual Fuel Type Petrol Seating
Description1.3L 85bhp 4-stroke
cycle, all-aluminum water cooled
Engine Displacement1,298 ccMileage-
kmplMaximum Power86.18@6,000
(PS@rpm)Maximum
Torque11.21@4,500 () kgm@rpm
Wagon-R

Wagon-R

Description1.1L 64bhp 4 cal. In-
line, FC engine Engine
Displacement1,061 ccMileage-
kemp Maximum Power64@6,200
(PS@rpm)Maximum
SWIFT

SWIFT

Description1.3L 87bhp AlTec32 engine
Engine Displacement1,298 ccMileage-
kmpl Maximum Power88.2@6000
(PS@rpm) Maximum
Grand-Vitara

Grand-Vitara
Automatic Fuel TypePetrol Seating
Description2.0L 120bhp Series engine
w/ Variable Induction & Drive by Wire
technology Engine Displacement1,995
ccMaximum Power121.16@5,500
(PS@rpm)Maximum
• Ex-Showroom Price :Rs. 14,80,000 to
MARUTI UDYOG LIMITED
Place

MARUTI
The place of the car is in the whole world.
Maruti Udyog Limited decides its distribution
channels for selling car, like use some time
one level or some time two level marketing
channels. They decide areas in which they
deal with customers. They show the
permanent location for selling the car. They
provide the many useful inventory. they define
the transport facility of the company for
company to market and market to consumers.
Many showroomFreeofPowerpoint
MarutiTemplates
udyog limited isPage
in31
MARUTI UDYOG LIMITED
Promotion

MARUTI
Main promotion of car is done by the
Advertising. The advertising is mainly
done in the form of different T.V.
channels, different newspaper, holdings
etc. Now days the main promotion is
done by the brand ambassadors such
as film stars, celebrities, sportsmen, etc.
And in this case they decide his actual
or required sales forces for selling its
car. And they maintain customer
SWOT Analysis of Maruti Udyog
WEAKNESS
STRENTHS
Still depends upon SUZUKI COPORATION
Contemporary technology 10% components are manufactured outside
Japanese Management practices India
After sale services Still considered as poor man’s brand
Distribution Unaccustomed to international standards or
keen competition.
Diversification & R&D
THREAT
OPPURTUNITY Numbers of new Technology driven players
first company to roll out suitably Designed and manufactures are in market
cars before 2008 as per Govt.’s Proposal of Reduction in subsidies by government on
new ethanol (renewable) petroleum products
Other companies lacks economy of scale Changing environmental and emission
Rising demand norms
Untapped rural market Higher local taxes
TOWS MATRIX
• STRENGTHS • OPPURTUNITIES
• Largest manufacturing • Untapped rural market
capacity • Young bikers
• Distribution network • Growth in economy
• Expertise in Small cars SO Strategy WO Strategy
To capture To Bring new
untapped rural and innovative
and yongistan models
market
ST Strategy
WT Strategy
To launch a
• THREATS To Change • WEAKNEESES
car like
• New entrants brand • Brand positioning
CERVO
• New emission norms positioning • Dependent upon Imported
diesel engine

GENERIC COMPETITIVE STRATEGIES
Lower cost Differentiation
Cost
Differentiation
Broad
target
leadership
NARR
OW
Narrow
TARGET
target
Focus
Cost Focus
Differentiation
BCG Matrix with respect to Maruti models
QUESTION
STARS MARKS
Swift Cervo
Kizashi
CASH
COWS
DOGS
Alto M-800
Wagon R Templates
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MARUTI AND CRM
 Maruti created a land-mark in CRM by launching a website

for the customers in the year 1998
 Maruti is investing a lot of money and effort in building
customer loyalty programmes
Maruti Auto Card

MARUTI AND CRM
True Value Outlet
On Road Service
Availability of easy finance

MARUTI AND CRM
Market Research Department
Their Market Research department remains on its toes to
study the changing consumer behaviour and market
needs. Maruti enjoys 70%repeat buyers which further
bolsters their claim of being customer friendly
Maruti Call Center

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

MARUTI AND CRM
Analytical CRM

MARUTI AND CRM
Operational CRM

MARUTI AND CRM
Sales Intelligence CRM

OTHER ADVANTAGE: WHICH HELP IN CRM
 A Buying Experience Like No Other

Maruti Suzuki has a sales network of 307 state-of -the-art
showrooms across 189 cities, with a workforce of over 6000 trained
sales personnel to guide MUL customers in finding the right car.
 Quality Service Across 1036 Cities

In the J.D. Power CSI Study Maruti Suzuki scored the highest
across all 7 parameters:
1.least problems experienced with vehicle serviced,
2.highest service quality,
3. best in-service experience,

4.best service delivery,
5.best service advisor experience,
6. most user-friendly service and
7.best service initiation experience.
92% of Maruti Suzuki owners feel that work gets done

right the first time during service. The J.D. Power CSI
study also reveals that 97% of Maruti Suzuki owners
would probably recommend the same make of
vehicle, while 90% owners would probably repurchase
the same make of vehicle.
 One Stop Shop

At Maruti Suzuki, customers will find all car related needs
met under one roof. Whether it is easy
finance, insurance, fleet management services, exchange-
Maruti Suzuki is set to provide a single-window solution for all
car related needs.
 The Low Cost Maintenance Advant
The acquisition cost is unfortunately not the only cost
customers face when buying a car. Not so in the case of a
Maruti Suzuki. It is in the economy segment that the
affordability of spares is most competitive, and it is here
where Maruti Suzuki shines.
 Lowest Cost of Ownership
The highest satisfaction ratings with regard to cost of
ownership among all models are all Maruti Suzuki vehicles:
Zen, Wagon R, Esteem, Maruti 800, Alto and Omni.
CRM THROUGH SOCIAL RELATIONSHIP
 In 1999 Launch of Maruti - Suzuki innovative traffic beat in

Delhi and Chennai as social initiatives.
 Maruti Driving School-Available in all major cities. Lady

trainer for lady customer.
 Institute of Driving Training and Research.

STATIONS OF EXPERIENCE
Station 1 Station 2 Station 3 Station

AFTER
BOOKIN DELIVER
ENQUIRY SALES
G Y SERVICE
Positive/Negativ Positive/Negativ Positive/Negativ

e e Positive/Negative
e Full technical tests
Water Pre Advance -
Water Juice Booking
Water/ Cold Drink Tea & Biscuit Launch
Professional Tea & Biscuit Snacks
Friendly Friendly
Flowers
Chocolates
Ganesh Ji
Reminder Call

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MARKET STARTEGIES OF

MOHIT Free Powerpoint Templates Page 1

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Suzuki Motor corporation of Japan holds a majority stake in

It was the first company in India to mass-produce and sell

Its manufacturing plant, located some 25 km south of New

Until recently, 18.28% of the company was owned by

The company annually exports more than 50,000

Maruti 800 till 2004,

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BIMETAL BEARINGS LTD., COIMBATORE

AMALGAMATION VALEO CLUTCH

I.P. REPCO LTD., CHENNAI

PRICOL LTD, COIMBATORE

FENNER INDIA LTD, CHENNAI

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PRODUCT PRICE PROMOTION

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 The quality of product.

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Specifications Transmission TypeManual Fuel

:Rs. 2,37,372 toFreeRs. 2,88,512

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Specifications Transmission Type

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• Specifications Transmission Type

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• Specifications Transmission Type

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• Specifications Transmission Type

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 Maruti created a land-mark in CRM by launching a website

Maruti Auto Card

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True Value Outlet

Availability of easy finance

Maruti Call Center

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Sales Intelligence CRM

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 A Buying Experience Like No Other

 Quality Service Across 1036 Cities

1.least problems experienced with vehicle serviced,

2.highest service quality,

3. best in-service experience,

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4.best service delivery,

5.best service advisor experience,

6. most user-friendly service and

7.best service initiation experience.

92% of Maruti Suzuki owners feel that work gets done