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    Marketing PPT - Adwait de A91801920032

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    Maruti Suzuki India Limited is an Indian automobile manufacturer and subsidiary of Suzuki Motor Corporation of Japan. It has the largest market share in India at 53% and produces cars across various segments like hatchback, SUV, sedan and van. The document discusses Maruti's marketing mix strategies of product, price, place and promotion. It analyzes Maruti's diverse product portfolio, competitive pricing, extensive distribution network across India, and promotional activities through various advertising media.

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    Marketing PPT - Adwait de A91801920032

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    Adwait De
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    Maruti Suzuki India Limited is an Indian automobile manufacturer and subsidiary of Suzuki Motor Corporation of Japan. It has the largest market share in India at 53% and produces cars across various segments like hatchback, SUV, sedan and van. The document discusses Maruti's marketing mix strategies of product, price, place and promotion. It analyzes Maruti's diverse product portfolio, competitive pricing, extensive distribution network across India, and promotional activities through various advertising media.

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    Maruti Suzuki India Limited is an Indian automobile manufacturer and subsidiary of Suzuki Motor Corporation of Japan. It has the largest market share in India at 53% and produces cars across various segments like hatchback, SUV, sedan and van. The document discusses Maruti's marketing mix strategies of product, price, place and promotion. It analyzes Maruti's diverse product portfolio, competitive pricing, extensive distribution network across India, and promotional activities through various advertising media.

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    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    96 views20 pages

    Marketing PPT - Adwait de A91801920032

    Uploaded by

    Adwait De
    Maruti Suzuki India Limited is an Indian automobile manufacturer and subsidiary of Suzuki Motor Corporation of Japan. It has the largest market share in India at 53% and produces cars across various segments like hatchback, SUV, sedan and van. The document discusses Maruti's marketing mix strategies of product, price, place and promotion. It analyzes Maruti's diverse product portfolio, competitive pricing, extensive distribution network across India, and promotional activities through various advertising media.

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    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 20

    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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