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MARKET STARTEGIES OF MARUTI UDYOG

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In 1982, Government of India entered into a joint venture with Suzuki motor corporation of JapanPlant was established at Gurgaon in Haryana

A BRIEF INTRODUCTION TO MARUTI UDYOG



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 vehicles.



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, was the India's largest selling compact car ever since it was launched in 1983.



INTRODUCTION

PRODUCTSMaruti 800Maruti AltoMaruti Grand Vitara XL-7Maruti Gypsy KingMaruti OmniMaruti Suzuki SX4Maruti SwiftMaruti VersaMaruti VitaraMaruti Wagon-RMaruti Zen



MAJOR COMPETITORS



Market share



Sales Volumes



Organization

Chairman- Mr. R. C. BhargavaManaging Director and CEO- Mr. Shinzo NakanishiDirectors-

Mr. Manvinder Singh BangaMr. Amal Ganguli

Director and Managing Executive Officer (Production) - Mr. Tsuneo OhashiOver more than 8000 employees work under MSIL



VENDORS OF MARUTI SUZUKI PVT LTDMaruti 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 range of vehicle

KALYANI BRAKES LTD, PUNE Manufacturers of complete brake systems for

automotive applications



CONT.....LUMAX INDUSTRIES LTDBiggest 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



4 P’S OF COMPANY

MARKETING MIX

PRODUCT PRICE PLACE PROMOTION



PRODUCT

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, Wagonr,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.



PRICE

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.



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 (kgm@rpm)

• Ex-Showroom Price :Rs. 2,02,505 to Rs. 2,33,236



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 to Rs. 2,88,512



Zen-estilo



Zen-estilo

Specifications Transmission Type Manual Fuel TypePetrol Seating Capacity5 Gearbox5 Speed Engine 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 :Rs. 3,14,254 to Rs. 3,39,783



ESTEEM



ESTEEM

• Specifications Transmission Type Manual Fuel Type Petrol Seating Capacity5 Gearbox5 Speed Engine Description1.3L 85bhp 4-stroke cycle, all-aluminum water cooled Engine Displacement1,298 ccMileage-City11.5 kmplMileage-Highway14.5 kmplMaximum Power86.18@6,000 (PS@rpm)Maximum Torque11.21@4,500 () kgm@rpm

• Rs. 4,15,629 to Rs. 4,93,850



Wagon-R



Wagon-R

• Specifications Transmission Type Manual Fuel Type Petrol Seating Capacity5 Gearbox5 Speed Engine Description1.1L 64bhp 4 cal. In-line, FC engine Engine Displacement1,061 ccMileage-City13.9 kmplMileage-Highway17.3 kemp Maximum Power64@6,200 (PS@rpm)Maximum Torque8.6@3,500 (kgm@rpm)




SWIFT



SWIFT

• Specifications Transmission Type Manual Fuel Type Petrol Seating Capacity5 Gearbox5 Speed Engine Description1.3L 87bhp AlTec32 engine Engine Displacement1,298 ccMileage-City12.2 kmplMileage-Highway16.1 kmpl Maximum Power88.2@6000 (PS@rpm) Maximum Torque11.5@4,500 (kgm@rpm)




Grand-Vitara



Grand-Vitara

• Specifications Transmission Type Automatic Fuel TypePetrol Seating Capacity5 Gearbox4 Speed Engine Description2.0L 120bhp Series engine w/ Variable Induction & Drive by Wire technology Engine Displacement1,995 ccMaximum Power121.16@5,500 (PS@rpm)Maximum Torque17.33@3,500 (kgm@rpm)




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 showroom of Maruti udyog limited is in our India.



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 relationship. And they do direct marketing.



SWOT Analysis of Maruti Udyog

STRENTHSContemporary technology

Japanese Management practices

After sale services

Distribution

Diversification & R&D

WEAKNESSStill depends upon SUZUKI COPORATION

10% components are manufactured outside India

Still considered as poor man’s brand

Unaccustomed to international standards or keen competition.

OPPURTUNITYfirst company to roll out suitably Designed cars before 2008 as per Govt.’s Proposal of new ethanol (renewable)

Other companies lacks economy of scale

Rising demand

Untapped rural market

THREATNumbers of new Technology driven players and manufactures are in market

Reduction in subsidies by government on petroleum products

Changing environmental and emission norms

Higher local taxes



TOWS MATRIX• STRENGTHS

• Largest manufacturing capacity

• Distribution network• Expertise in Small cars

• OPPURTUNITIES• Untapped rural market

• Young bikers• Growth in economy

• THREATS• New entrants• New emission norms

• WEAKNEESES• Brand positioning

• Dependent upon Imported diesel engine

SO Strategy

To capture untapped rural and yongistan market

WO Strategy

To Bring new and innovative models

ST Strategy

To launch a car like CERVO

WT Strategy

To Change brand positioning



NARROW TARGET

Cost leadership Differentiation

Cost Focus Focus Differentiation

GENERIC COMPETITIVE STRATEGIES

Broad target

Narrow target

Lower cost Differentiation



BCG Matrix with respect to Maruti models

STARS

Swift

QUESTION MARKS

CervoKizashi

CASH COWS

AltoWagon R

DOGS

M-800



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

Availability of easy finance

True Value Outlet

On Road Service



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 AND CRM

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 Call Center



Mega Camps

MARUTI AND CRM

Sports Events



Analytical CRM

MARUTI AND CRM



Operational CRM

MARUTI AND 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.



ENQUIRYBOOKIN

GDELIVER

Y

AFTER SALES

SERVICE

Reminder Call

Positive/Negative

Water/Professional

Positive/Negative

WaterJuice

Tea & BiscuitSnacksFriendlyFlowers

ChocolatesGanesh Ji

Positive/Negative

WaterCold Drink

Tea & Biscuit

Friendly

Station 1 Station 2 Station 3 Station 4

STATIONS OF EXPERIENCE

Positive/NegativeFull technical tests

Pre Advance -BookingLaunch


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Documents

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suzuki motor

maruti udyog

maruti suzuki

kgmrpm

psrpm

emission norms

stroke cycle