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Marketing Management
AssignmentGRAND VITARA Marketing Plan by Jitendra Kumar student of
London school of Business and Finance
Marketing Plan of MSIL Jitendra kumar A 4027842
Table of contents
S.No Content Page number
1. Introduction to Marketing plan 2
2. Introduction to Company 2-3
3. MSIL Product line 4
4. MSIL Vision 5
5. Company performance 6-7
6. SWOT Analysis 8
7. Strategy Development by Ansoff & BCG matrix 9-10
8. Competitors 11
9. Porter’s Competitive Strategy 12
10. Product life cycle 13
11. Marketing Mix 14-16
12. Long term Investment & Financial plan 17-19
13. Plan B 19
14. Reasons of Failure of Grand Vitara 20-21
15. Expectations from Module 21
16. Conclusions 22
17. References 23
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1 Marketing Plan: - ‘A strategic plan is a plan which cover a period beyond the next fiscal
year. Usually this is between 3 and 5 years. A tactical plan covers in quite a lot of detail the
actions to be taken, by whom, during a short term planning period. This is usually for one year or
less’ by M. Mc Donald Source [from class notes ]
Marketing Planning Models
Mission statement
Corporate objective
Marketing Audit
SWOT Analysis
Assumptions
Marketing objective & strategies
Estimated expected results
Identify alternative plan & mixes
Budget
First year detailed implementation Measure & review
Product
Here we will discuss about the Marketing plan of Grand Vitara model of ‘Maruti Suzuki
India ltd’ (MSIL). Grand Vitara was launched in India in 2004, but it could not find it pace
with current competitive market, after re-launching it in July 2009 MSIL is trying to gain
competitive edge in Sport utility vehicle known as (SUV) car segment as in small car because
MSIL is the Market leader in India in small or medium car segment.
2 INTRODUCTION
Maruti Suzuki India Ltd. – Company Profile
Maruti Suzuki India Limited (MSIL, formerly known as Maruti Udyog Limited) is a subsidiary
of Suzuki Motor Corporation, Japan. MSIL has been the leader of the Indian car market for over
two and a half decades. The company has two manufacturing facilities located at Gurgaon and
Manesar, south of New Delhi, India. Both the facilities have a combined capability to produce
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over a 1.2 million (1,200,000) passenger car units annually.
The company plans to expand its manufacturing capacity to 1.75 million by 2013. For this the
company will be investing around Rs. 60 Billion (Rs 6,000 Crores) over the period till 2013.
The company offers a wide range of cars across different segments. It offers 14 brands and over
150 variants - Maruti 800, people movers, Omni and Eeco, international brands Alto, Alto-K10,
A-star, WagonR, Swift, Ritz and Estilo, off-roader Gypsy, SUV Grand Vitara, sedans SX4 and
Swift DZire In an environment friendly initiative, in August 2010 Maruti Suzuki introduced
factory fitted CNG option on 5 models across vehicle segments. These include Eeco, Alto,
Estilo, Wagon R and Sx4.
In fiscal 2009-10 Maruti Suzuki became the only Indian company to manufacture and sell One
Million cars in a year.
Maruti Suzuki has employee strength over 7,600 (as at end March 2010),
In 2009-10, the company sold a record 10, 18,365 vehicles including 1, 47,575 units of exports.
With this, at the end of March 2010, Maruti Suzuki had a market share of 53.3 per cent of the
Indian passenger car market (including C segment).
Maruti Udyog Ltd. (old logo) Maruti Suzuki India Ltd. (current logo)
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In all, over six million Maruti Suzuki cars are on Indian roads since the first car was rolled out
on 14 December 1983.
Maruti DNA
Just two years back, Maruti Suzuki inaugurated its state-of-the-art new engine plant at Gurgaon.
This new technology plant churns out K-series engines that are lean, highly fuel efficient and
environment friendly. The introduction of new technology engines is in line with the company's
commitment to offer latest technology in full range of models. The K-series engines presently
power the Alto K10, A-star, Ritz, Estilo, WagonR, Swift and Swift Dzire models. The K-series
engines would soon be extended to other models in the Maruti Suzuki range. Maruti Suzuki will
be investing around Rs 1,250 Crore (Rs 12.5 billion) on capacity expansion of the K-series
engines. The expanded annual capacity will be over 7 lakh units from the present 5 lakh units.
This will be a progressive investment to be completed by 2012.
Over the quarter century of its existence, Maruti Suzuki's contribution as the growth engine for
the Indian automobile industry is widely acknowledged. Maruti Suzuki has impacted the lifestyle
and psyche of an entire generation of Indian middle class through the quality of its products and
services that are in direct sync with the needs of the Indian populace.
http://www.marutisuzuki.com/about-us.aspx
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3 MSIL product line
CARS
Maruti 800
1. Maruti 800 STD BS III
2. Maruti 800 AC BS III
3. Maruti 800 Duo
Omni
5 seater Maruti Omni
8 seater Maruti Omni
LPG Maruti Omni
Maruti Alto
1. Alto
2. Alto Lx
3. Alto Lxi
Maruti Zen Estilo
1. Maruti Zen Estilo Lx
2. Maruti Zen Estilo Lxi
3. Maruti Zen Estilo Vxi
Wagon R
1. WagonR Lx
2. WagonR Lxi
3. WagonR Vxi
4. WagonR Ax
5. WagonR Duo
Versa
5 seater
8 seater ( DX & DX2)
Maruti Esteem
1. Maruti Esteem Lx
2. Maruti Esteem Lxi
3. Maruti Esteem Vxi
Baleno
1. Baleno Sedan VXi
2. Baleno Sedan LXi
Swift
1. Swift LXi
2. Swift VXi
3. Swift ZXi
4. Swift Diesel’Ldi’
5. Swift Diesel ‘Vdi’
Maruti Gypsy
1. Hard top
2. Soft top
Maruti SX4
1. Maruti SX4 Vxi
2. Maruti SX4 Zxi
Maruti Zen Classic
Grand Vitara Swift DZire
COMMERCIAL VEHICLES
AMBULANCE
Omni Ambulance
AWAITED MODELS
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Maruti Escudo Maruti Kazshi Maruti Suzuki Splash
Source WRITTEN BY: YOGIN VORA ON MAY 6, 2010 ONLINE ON
http://managementfunda.com/maruti-udyog-limited-mul/[accessed on 21Dec2010]
4 Vision :-
To be the Leader in the Indian Automobile industry by creating Customer Delight, Shareholder's
Wealth; a pride of India.
Market leader in A2 & A3 segment•A2- 53.3%, A3 – 42.7%• Marketing strategy –Counteroffensive defense & Contraction defense
Maruti Suzuki believes their core values drive them in every endeavor.
Core Values
Customer obsession
Fast, flexible & first mover
Innovation & creativity
Networking & partnership
Openness & learning
Source http://www.marutisuzuki.com/newsroom.aspx
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5 Company Performance at a Glance:
Net Sales
Profit & Loss Ratio
Relative market share
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6 SWOT ANALYSIS
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GURGAON
Marketing Plan of MSIL Jitendra kumar A 4027842
STRENGTHS :-
1. Brand Image
2. High end Technology
3. Market share & reliability
4. Great talent pool
5. Established sales & service network
6. Know Indian customer taste
7. Deep knowledge of Indian market
8. Good infrastructure
9. JD Power award no- 1 winner from
last 11 years
WEAKNESSES
1. Dependent on Japan for technical
support
2. Lack of global experience
3. Heavy import duty on parts & ready
models
4. New entrant in Diesel cars
5. Grand Vitara was high cost side as
compare to Indian buyer
6. People perception for MSIL is only
for small & mid segment
OPPORTUNITIES
1. Expansion on global level
2. Increased power of purchasing of
middle category
3. Tex benefit
4. Due to low cost ,buyer of two
wheeler also changing their mind to
purchase of MSIL car
5. Change in design according to
customer need
6. New scope from small car to Luxury
& SUV car segment.
THREATS
1. Competition with other car
manufacturer like GM, FORD,
HYUNDAI, TATA etc.
2. Change in Politics, Government
policies, Taxes
3. Product substitution
4. Price wars between manufacturer
5. Raw material price rise
6. Bank interest rate increases
7 STRATEGY DEVLOPMENT: - Strategies are the means to achieving the
organization’s stated objectives.
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The BCG matrix for product strategy
STARS
Ecco
SWIFT Dzire
SX4
QUESTION MARKS
A STAR
RITZ
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LOW Business Growth rate HIGHLOW Business Growth rate HIGHLOW Business Growth rate HIGH
Marketing Plan of MSIL Jitendra kumar A 4027842
CASH COWS
ALTO
Wagon R
Swift
DOGS
Omni Versa
Grand Vitara
HIGH Relative market share LOW
Product Strategies
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Cash cow - Cash cows provide the bread and butter profits of a company. Because the market is
relatively static they require few fresh injections of capital and the net effect is a positive cash
flow. Advertising and promotion will be required to put fresh life into them from time to time.
Whilst they enjoy competitive positions today, their markets are mature and may not be
attractive in the longer term. Maintain a profitable position, and look at today's earnings rather
than growth examples are Alto, Wagon R and Swift.
Stars - Stars have competitive positions in high growth markets. They take up large sums of cash
for investment purposes, but also yield high cash returns. You need to take an aggressive
marketing approach and if possible increase market share, as stars have the potential to generate
significant earnings now, and in the future examples are Ecco, Swift Dzire and SX4.
Dogs - Dogs have a low market share in a slow growing market. They are likely to generate a
negative cash flow. How you deal with these products depends on how much cash you need to
spend to maintain profits. You could remove them, minimize marketing spend or raise/maintain
prices examples are Omni, Versha, Grand Vitara.
Question marks - Question marks have relatively low market share in fast growing markets.
You need to decide which of these are most promising and worth investing in, and which you
should manage for cash today examples are A Star, Ritz.
8 Competitors: - As Maruti is the market leader in small car segment so there are so many
competitors in small & medium car segment like Hyundai, Tata, Mahindra, Ford, GM, Honda.
But for SUV it is having different competitors as listed in Table
Model Photo Maker & Transmission Fuel Economy Ex show Engine
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Model Typeroom Delhi
price in Rs.power
MARUTI
SUZUKI
Grand
Vitara
5-speed manual
transmission or a
4-speed automatic
transmission
10.3 km/l for
variant with
automatic
transmission
and 11.2 km/l
for variant
with manual
transmission
16.4 Lakh
to
18.6 Lakh
119.5
bhp
Competitors
GM
Captiva
5-speed manual
transmission
9/12 km/L
(city/highway)19.9 Lakh 150 bhp
FORD
Endeavour
Turbocharged
diesel VGT Inline-
4 engine, 5-speed
manual
transmission
7/10 km/l
(city/highway)
14.72
Lakh141 bhp
MITSUBIS
HI
Pajero
Turbocharged
diesel VGT Inline-
4 engine, 5-speed
manual
transmission
8/11 km/l
(city/highway)
19.80
Lakh117bhp
HONDA
CR-V
2.0L i-VTEC and
2.4L i-VTEC
10/1.51 km/l
(city/highway)
17 Lakh
to 19
Lakh
141-151
bhp
http://www.carazoo.com/suv/suv0701200806/Honda-CR-V
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9 PORTER’S COMPETETIVE STRATEGIES: - Organization have to decide whether to
compete across the entire market or only in certain segments(Competitive scope) and whether to
compare through low costs and prices or through offering a differentiated product range
(Competitive advantage)
1 Cost leadership: - Attempts to control the market through being low cost producer. Maruti is
having costing advantage over its competitors as it is expertize in low cost production by the
production of M800, Alto and Ritz, because Maruti is having good manufacturing capability in
terms of Quantity, Quality, Innovation as it is using state-of-the-art technology to produce car.
Benefits are in terms of time saving, cost saving, Good quality, Brand image.
2 Differentiation: - This aims to offer products, which are recognize as unique in areas, which
are highly valued by the customer. Grand Vitara is the differentiation product of Maruti Suzuki
in terms of Brand image & value for customers as it is a unique product in SUV segment with 5-
speed manual transmission or a 4-speed automatic transmission and with a fuel efficiency of 10.3
km/l for variant with automatic transmission and 11.2 km/l for variant with manual transmission
and with 119.5 bhp power generation.
3 Focus:-This uses either costs or differentiation but rather than concentrating on the entire
market. Maruti Suzuki main focus is cost reduction but apart from cost reduction image now
Maruti also want to earn profit from its brand value which very strong in Indian market by
entering SUV market
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10 Product Life cycle
The 'Product Lifecycle' demonstrates that the profitability and sales position of a product can be
expected to change over time thus helping us to make sales and volume forecasts.
We can also use it to help our pricing decisions.
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Grand Vitara, Baleno, Omni
Ecco, Ritz
A-Star, WagonR, Swift Dzire
Zen, WagonR, Swift
Marketing Plan of MSIL Jitendra kumar A 4027842
11 Marketing Mix of MARUTI SUZUKI
The marketing mix of a company consists of the various elements as follows which form the core
of a company’s marketing system and hence helps to achieve marketing objectives. The Service
marketing mix in the case of MARUTI SUZUKI is as below
Product: - MARUTI SUZUKI places considerable emphasis on developing new products which
customers want. Market research establishes exactly what this is. However, customers’
requirements change over time. In order to meet these changes, MARUTI SUZUKI has
introduced new products like SWIFT Dzire, RITZ, A-STAR, and phased out old ones like
OMNI, BALENO, M 800 and will continue to do so. Care is taken not to adversely affect the
sales of one choice by introducing a new choice, which will increase sales from the existing one
(trade off). MARUTI SUZUKI knows that its car model will vary in popularity. Their ability to
generate profits will vary at different points in their cycle. In India McDonalds has a diversified
product range focusing more on the medium & small car segment as most consumers in India are
within 7 Lack range.
Price: - The customer’s perception of value is an important determinant of the price charged.
Customers draw their own mental picture of what a product is worth. A product is more than a
physical item. The danger of using low price as a marketing tool is that the customer may feel
that quality is being compromised. It is important when deciding on price to be fully aware of the
brand and its integrity. On the other hand if price are too high beyond the reach of customer than
there will also be difficulty to attract customers to buy the products as Maruti is selling cars from
Rs. 260520 (MARUTI ALTO LX BS IV) to Rs. 1826660.07 (GRAND VITARA
AT) ,majority are small & mid segment & within 8 Lack rupee cost but only GRAND VITARA
is having cost above 15 Lack .This has been done to satisfy consumers which want different
price perceptions.
Promotion :- The promotions aspect of the marketing mix covers all types of marketing
communications One of the methods employed is advertising, Advertising is conducted on TV,
radio, in cinema, online, using poster sites and in the press for example in newspapers and
magazines. Other promotional methods include sales promotions, point of sale display,
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merchandising, direct mail, loyalty schemes, door drops, etc. The skill in marketing
communications is to develop a campaign which uses several of these methods in a way that
provides the most effective results. For example, TV advertising makes people aware of car and
press advertising provides more detail about the products. This may be supported by in-show
room promotions to get people to try the product and a collectable promotional device to
encourage them to keep on buying the item. Now a day’s live demo is in used for test drive
Promotion can be done on small car screen by stylish sticker as “My next will be GRAND
VITARA’’ .So more people will be aware by this type of advertisement. Promotion can be done
by digital media like hording sign on public places.
Place: - Place, as an element of the marketing mix, is not just about the physical location or
distribution points for products. It encompasses the management of a range of processes involved
in bringing products to the end consumer. MARUTI SUZUKI outlets are very evenly spread
throughout the whole country making them very accessible to every Indian. Long network dealer
chain of MARUTI SUZUKI products further convenient to the consumers in small cities as well.
GRAND VITARA should be available on all dealership stores in all India network.
People:-The employees in MARUTI SUZUKI have a standard uniform as Maruti is having
Japanese work culture and MARUTI SUZUKI specially focuses on friendly and prompt service
to its customers from their employees. People are the real worth of any organization. Maruti is
having a great talent pool of skilled people as in their R&D department they are having 1000
design engineers which are working on various new models & improvement of existing model.
Process:-The car manufacturing process at MARUTI SUZUKI is completely lean. They are
using most recent technology to manufacturing car in India; some of them are very latest as
Suzuki is not using in Europe also as fully robotic paint shop, Welding robot for body. Poke
yoke installed on every work station, people are encouraged to participate in suggestion scheme
or Kaizen activity.
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Physical evidence: - Maruti Suzuki India Limited, the largest passenger car manufacturer in the
country, was awarded with the "Significant Achievement in Sustainability Award" in CII ITC
Sustainability award ceremony. The Sustainability Awards, instituted by the CII-ITC Centre of
Excellence for Sustainable Development, recognize companies for their achievement in the
sustainability parameters of social, economic and environmental
Per vehicle electricity consumption of Gurgaon plant reduced by 20% since 2000-01 and of
Manesar plant by 38% since 2007-08
Per vehicle water consumption of Gurgaon plant reduced by 60% since 2000-01 and of
Manesar plant by 54% since 2007-08.
Maruti Suzuki is a zero waste water discharge company.
9 car models comply with End of Live vehicles (ELV) 85% of components can be recycled.
The Award acknowledges Maruti Suzuki's ardent efforts to continuously better its social and
environmental performance. Maruti Suzuki has gone all out to introduce environmental friendly
technologies: fuel efficient K-series engine, launch of 5 factory fitted CNG models with i-GPI engine
technology. In addition, 9 car models of the company comply with End of Life Vehicles (ELV)
recycling norms, which means over 85% of the vehicle, is recyclable. The ELV norms are yet to be
adapted in India.
Maruti Suzuki constantly focuses to reduce the impact of its manufacturing activity on the environment.
It uses Compressed Natural Gas for power generation to meet its needs Gurgaon and Manesar
manufacturing plants. Maruti Suzuki achieved significant reduction in per vehicle electricity and water
consumption over the years.
Road Safety is Maruti Suzuki's flagship Corporate Social Responsibility focus area. The company has
set up over 100 Maruti Driving Schools across India. Maruti Suzuki also operates four Institutes of
Driving and Traffic Research (IDTR) in partnership with state governments. Over 700,000 people have
been trained in safe driving by Maruti Suzuki.
Maruti Suzuki has engaged with communities surrounding its Manesar plant and is running several
community developmental programmes there. The company has adopted four villages in Manesar. The
company will soon start similar community developmental work in villages around its upcoming R&D
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text track facilities in Rohtak district of Haryana.
Maruti Suzuki voluntarily shares its performance on the triple bottom line parameters i.e. social,
economic and environmental by all this Maruti proves that it really cares people environment and
economic value.
Source http://www.marutisuzuki.com/Maruti-Suzuki-wins-accolades-for-Significant-
Achievement-in-Sustainability.aspx[accessed on 20 Dec2010]
12 Long term Investment & Financial Plan
1 Maruti ramp up R&D :- Maruti Suzuki aims to grow out of its parent’s lingering R&D
shadow by propping up an ambitious project that will earn it independent manufacturing
capability. The company will turn its upcoming R&D facility at Rohtak. MSIL had decided to
hire 1,000 professionals for its Engineering, Research, and Design on that currently 970 people
are stationed in their R&D Centre.
2 Future expansions plan: - The company has chalked out an investment plan of Rs.9,000 crore
to expand its installed capacity to one million cars by 2010. The expansion spree in the Maruti
Suzuki camp is brisk and an investment of Rs1700 crore has been ratified. By this the production
will be increased to 250000 cars per year from the current 1 million units, in April 2012. The
facelift will be at Manesar facility which has already got an investment of $215 million for
getting production increase. Manesar plant, currently delivering 600000 units will be upgraded to
double the production.
3 Robust growth in Export :- The company is facing robust growth in overseas sales driven
mainly by the export of its flagship model A-Star, which clocked sales of over one lakh units till
December 2010, within 11 months of launch. MSI aims to cross the two lakh units of exports by
2010-11. It expects to double its exports to about 1.6 lakh units this fiscal. Maruti also planning
to export Ritz, one of Maruti’s successful models in India to South-East Asia, and the Middle
East.
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Consolidated Financial plans of Maruti Suzuki
Sales forecast: - The forecast is higher than Maruti's estimate in September, when it said it
expected to sell 1.2 million vehicles in fiscal year 2011, up nearly 18 percent from last year.
Reporting by Anurag Kotoky; writing by Prashant Mehra) http://in.reuters.com/article/idINIndia-
53727720101222
Table -1
Source http://www.moneycontrol.com/news_html_files/news_attachment/2010/Maruti%20-
%20Hem.pdf [accessed on30Dec2010]
13 Plan B
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1. Repositioning
2. Exiting not an option
Q-2 Explain the reasons why you feel that the product entered its decline stage in the first
place
14 Here are some reasons that’s why Grand Vitara was fail in the market
1 People perception about brand: - As in India Maruti Suzuki were making small (Hatchback)
& medium (Sedan) segment car from its inception since 1983 so people were having general
perception that Maruti is only expertize only in small car & cannot make (SUV) car like
GRAND VITARA . So people do not want to buy GRAND VITARA due to their set perception
that it will not be good as MARUTI is not expertize in Sport utility Vehicle or (SUV). Small car
brand image was hurting Maruti Suzuki in (SUV) segment .For changing people perception
Maruti not done anything before launching GRAND VITARA as they can launch campaign for
their SUV before one year of its launch in digital media or on public places as bus & railway
station.
2 High cost: - Maruti Suzuki is market leader in Indian market in small car segment with low
cost vehicle. Maruti Suzuki is selling majority of its car from starting price 2.60 lack to 8 lacks
except GRAND VITARA. As in INDIA per person income is low so people are more
comfortable with buying a car within a range of 2~8 Lacks. But the cost of GRAND VITARA
was just more than doubled from its small car price, starting price 16.5 Lack rupees. Due to high
price majority of people those who want to buy were not able to buy. People were thinking that
this cost is not value for their money; in this cost they can buy some other luxury or SUV models
like Honda Accord, Ford Endeavour, GM Captiva, Mitsubishi Pajero & other models available in
Indian market in same cost range.
3 Interior & Exterior Quality:- As Maruti is making small car from last 25 years in India so
they are expertize in making small car but when they design GRAND VITARA they could not
keep focus on good design of interiors & exteriors as in other competitive vehicle like realize
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Honda Accord, Ford Endeavour, GM Captiva, Mitsubishi Pajero. People are not feeling
comfortable with the interiors & exteriors of GRAND VITARA. Interiors & exteriors are just
above the level of sedan car segment but not up to the level of SUV vehicle. So poor designing
of interior & exterior is one of cause failure of GRAND VITARA.
4 Marketing & Advertising:- Maruti strategy for marketing of GRAND VITARA was totally
different as for their small car segment they are having more than 2740 dealership & service
store they are doing a lot of advertisement for their small & middle car segment , Maruti choose
selective store only for high class people so in majority of store GRAND VITARA was not
available to sell. As economic conditions were changing people in small cities were having
enough courage to buy but GRAND VITARA was not available in their city. Now people cannot
wait for a long time to buy, that after six month they will get it, on the other hand competitor are
ready to give car delivery on the booking day like Hyundai, but Maruti is having a booking
system for 6 months before buying. Selective marketing is one the reason of GRAND VITARA
failure.
15 My Expectations & Experience: - I was having very high expectations not only for
getting good marks but gain knowledge for solving the business world problem also. As in our
module we have read different type of marketing tools & techniques like Marketing as a
competitive tool, Branding, Marketing mix, Marketing channels, Product life cycles, Marketing
research, Marketing plan, Corporate social responsibility , After completing my module when I
will be in business world I can apply the marketing tools & technique in the real world like 8Ps
of marketing mix, marketing plan, SWOT analysis, Ansoff matrix, for finding solutions of
complex problems which I will face in real business world.
Now I am able to identify & providing solutions to the problems related to marketing
management. Now I am able to revitalize the sales of a sales decline product either by adding
some more features in the product or by adding some discount like BOGOF or by doing extra
promotion or by searching new avenues for the products. Now I am gone through the process of
New Product Development. How we have to start from brainstorming to commercialization of
the product? How I will over took the competition from competitors?
As time period is very tight for MBA program so some credit should be given to class activity as
class involvement of student so that student will do more effort as they knew that class
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participation will give them 25 % marks , so they will be having more involvement in class
rather than simply asking class question or doing group activity.
16 Conclusion: -
While competition is increasing for Maruti, we believe that with its competitively priced strong
product portfolio and wide distribution and service Networks, the company should be able
defend its market share.
For Grand Vitara Maruti segmentation strategy is for India in Geographic region is whole India
& on Demographic , age group for 18 years and above, gender for Male & Female, Income for
Upper class & rich, Psychographic lifestyle for succeeder.
Marketing mix will be useful for increasing sales of product by doing some change in interior of
the product, by doing promotion on targeting current & new users, by communicating Brand
image, By advertising on TV (On prime news & business channels, by the help of media (by
giving add in main Newspaper current affairs magazine), by giving add on internet on dedicated
web sites or auto websites.
By sales promotion: - Contest games, premiums & gifts, fairs and trade show
Events and experience: - By sponsoring cricket series & some other games, by hosting events
like Quiz competition
By extended warranty upto 5 years
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17 References:-
David D. class notes on Marketing mix & marketing Plan , PLC
Kotler Philip & Keller Kevin Lane Marketing Management , 12th Edition by Prentice Hall Porter E. Michael Competitive Strategy: Techniques for Analyzing Industries and Competitors by The Free press New York.
http://www.marutisuzuki.com/about-us.aspx [Accessed on 17Dec2010]
http://managementfunda.com/maruti-udyog-limited-mul/ [Accessed on 17Dec2010]
http://www.marutisuzuki.com/company-at-a-glance.aspx [Accessed on 17Dec2010]
http://www.carazoo.com/suv/suv0701200806/[Accessed on 30Dec2010]
http://www.marketing-made-simple.com/articles/marketing-plan.htm [Accessed on 17Dec2010]
http://www.moneycontrol.com/news_html_files/news_attachment/2010/Maruti%20-
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London School of Business & Finance Page 24