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MARUTI SUZUKI SWIFT

INTRODUCTION

The print advertisement considered for study is the ad ofMaruti Suzuki swift, the biggest

car manufacturer in India especially dominating the small car sector which was cited in The

Hindu, Jun 20th

, Chennai Edition.

WHAT DOES THE ADVERTISEMENT SPEAK FOR?

1. A Thank you note to the existing customers/owners of swift across the country formaking the car a successful one.

2. It also contains an image of the Swift car in the form of names of customers which isrepresented in a much clustered fashion.

3. It talks about the number of people owning swift (Swift Family) and the spirit of theowners.

4. It announces to the customers who have booked the car about the increase inproduction capacity (Investment & New technology implementation) and informing

that they will be getting their car shortly.

5. The advertisement also addresses prospective new customers saying, they will nothave to wait longer for car delivery if they book one.

6. It also calls for a test drive and speaks about the pleasure the product will give.7. It features the mileage given by petrol and diesel versions of the car.8. It provides a toll free number for the customer to know more about the car.9. It has an image of the logo of swift which has a tag line You are the Fuel10.It also has an image of the logo of Maruti Suzuki which has a tag line Way of life11.It also advices its customers to drive safely with images asking not to use mobile

phones while driving.

NATURE OF ADVERTISEMENTCustomer Centric Advertisement

Customer centric approach creates a positive consumer experience at the point ofsale and post-sale. This approach can add value to a company by enabling it to differentiate

itself from competitors who do not offer the same experience.

TYPE OF MARKET

It is identified the stated automobile industry advertisement caters to the consumer

market. Individuals are the buyers of the car. It is an expansible type of market, as

marketing efforts have an effect on sales.

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NATURE OF DEMAND

Here according to the scenario, lot of people are interested in buying Swift Car. But

the production capacity is low, which is a typical characteristic nature ofOver Full Demand.

The company is not trying to de-market. Instead it tries to improve on its resources andspread wings further. It tries to convert the over full Demand to Full demand by improving

on its technology and productioncapacity and cater to all the possible customers who have

an interest buying the product and also tries to attract new customers.

MARKET ORIENTATION OF THE COMPANY

Maruti Suzuki is oriented towards the product concept. It has a wide range of

customers already and it focusses on making the customers buy or spread positive values

about the product/company. So it improves and modifies the product to deliver a quality car

that will suit the needs of the customer.

UNIQUE SELLING PROPOSITION

USP generally answers to the question why should I buy from you?

Through this ad maruti Suzuki conveys to the users the product advantage of the mileage

which is 18.6km per litre for petrol and 22.9km per litre for diesel cars which answers to the

first part of the question why the customer should buy?The advertisement also mentions it

has 7,50,000 satisfied users already which is the reason the customer should buy a car

(Swift) from maruti Suzuki.

MARKETING MIX

Product Maruti Suzuki swift provides a Product differentiation where it gives a mileage

competitive to other companies selling similar product. This could be one of the many

attributes of the product which is visible from the advertisement.

Price The advertisement does not clearly reveal the type of pricing adopted

Place The sale of the product will be through distribution channels / dealers, though notexplicitly mentioned in the advertisement.

Promotion The promotion of the product is through mass media (newspaper).

IDEA SOLD

The idea which is sold here is comfortable and economic travel.

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ADDRESSING POST BUYING BEHAVIOUR OF CUSTOMERS

In the advertisement the existing customers are re assured that they have made the

right purchase of buying Swift by telling they belong to a family of 7,50,000 spirited

customers. Also the image representation of the names of the customers in the form ofswift car creates a feeling ofbelongingness for the customer. This will help in creation of

brand through word of mouth and pulls new customers to enter the existing large family.

MARKET SEGMENT & TARGET

The advertisement reaches a large number of people though the target sector is the

category of people who has the ability/paying capacity to afford a car. Mostly it is meant for

the educated segment of people backed by a self-paying capacity or the eligibility to take a

loan. Since the car is not a luxury or a big car it is generally meant to target middle or upper

middle class of people who would not just be worried about the initial investment but also

the maintenance cost. Since the ad speaks about fuel efficiency it is segmented according to

the economic status of people.

EMOTIONS

It gives a feeling of satisfaction to the existing customers when they see the

advertisement and also a feeling of pride when they see the tag line for swift which says

you are the fuel. The mention about non-usage of mobile phones while driving expresses

a sense of care. The advertisement also gives a feeling of relief to customers who havealready booked the car and have been waiting for months for the delivery of car by

announcing about the hike in production capacity.

CONCLUSION

The advertisement of maruti Suzuki Swift addresses both existing and new

customers. It is a product type of marketing targeting on the middle and upper middle class

of the economic segment with a nature of over full demand being converted to full demand

and whose USP is fuel efficient car. It also expresses various emotions like belongingness,

pride, care, satisfaction and relief.

References for theoretical understanding Marketing management by Philip Kotler