Download - Maruti Udyog Limited[1]
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Maruti Udyog Ltd.
Wagon ROmni
Maruti 800
Swift
SX4Estilo
Zen
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Contents
• Introduction • Products and their competitors. • Decline and striking back in the
market.• Promotional Offers and advertising
campaigns.• Sales.• Conclusion.
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• Maruti Udyog limited established in 1981, though actual production commenced in 1983.
• Competition to Hindustan motors by launching Maruti 800 in 1984.
Introduction
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Collaboration with Suzuki• Suzuki motor corporation run for
its volume and it has just 4-5% growth in Japanese market.
• Suzuki has never been no.1 player in Japan
• In India Maruti’s growth curve is steeper in sales promotion
• Suzuki decided to go out from Japan and to be no.1 in the new market.
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• On 17th September, Maruti Udyog was renamed to Maruti Suzuki India Limited.
• Maruti Suzuki limited is a board managed company.
• It is subsidiary of Suzuki Motor Corporation of Japan.
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Maruti Suzuki India Limited
• Chairman- Mr.R.C Bhargava
• CEO-Shinzo Nakanishi Mission- To provide maximum value for
money to their customers through continuous improvement of products and services.
Vision- Creating customer delight and shareholders wealth .
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Products and their competitors
• Offers 14 models of cars such as Maruti 800, Omni, Zen, Alto, Wagon R, Gypsy, Esteem, Baleno, Versa, Swift, SX4 etc.
• In spite of all these models, Baleno failed to meet the customer expectations.
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• Company planned for product upgrades and new product development-to reduce its excessive dependence on Maruti-800.
• 'Versa' met with a disastrous response from the Indian consumer.
• Three compact car models - Alto, WagonR, and Zen -- competing with Hyundai Santro, Tata Indica, and Fiat Palio.
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Decline in market share
• Even though MUL had slashed prices of certain models on a couple of occasions.
• Decline in market share of Maruti over the years from 1999 to 2004.
Striking back……
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Promotional offers • Maruti focused its promotions
strategy on targeting two-wheeler owners, by entering new domains and reaching out potential customers through its 'True Value‘.
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• In 2003,to attract customers Maruti launched novel offers like "Change Your Life" campaign and also offered vehicle insurance for just ‘Rupee One only'
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Television campaign
• In 2003, came out with a toy car advertisement that became popular for its simplicity.
• 'Kya karoon papa petrol khatam hi nahin hota‘.
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Sales
• The sales figure for the year 1993 reached up to 1,96,820 vehicles.
• The company reached a total production of one million vehicles in March 1994.
• “The first Indian Company to cross this milestone”.
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• Maruti Suzuki, has sold 7,64,842 vehicles in 2007-08, an increase of 13.3% compared to 6,74,924 vehicles sold in 2006-07. This includes the company’s exports.
• Their sales in the domestic market during march 2008 is 64,421 units.
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• Maruti has more than 5 million satisfied customers in India and is currently having a share of around 54%in the domestic passenger car market where most major international automobile manufacturers are present.
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• Maruti has a network of 391 sales outlets across 230 cities all over India.
• The service network covers 1,113 towns and cities, bolstered by 2,142 authorized service outlets.
Conclusion
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• The company's change in strategy and emphasis on developing effective marketing communications began to yield results.
• Wagon R and Zen were ranked first and third in the premium compact segment.
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• Maruti ranked highest in customer satisfaction with after-sales service.
True value Driving school Authorized service stationInsuranceGenuine accessories
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Future Plan• Fourth assembly plant will be
scaled up to produce 3,00,000 cars a year by 2010.
• Maruti’s new product:" Splash”
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• Maruti's consistent performance in the study over the past several years has resulted in a steady increase in the percentage of its customers who say they intend to remain loyal to the brand.
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Queries!!!
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Thank You