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STUDY REPORT ON
MARUTI UDYOG LTD.-
THE KING OF AUTOMOBILE INDUSTRY
BRANDS OF MUL…….
A1 Yes Yes
A2 Yes Yes Yes
A3 Yes Yes
SUV Yes
4Ps:-
Product
Price
Place
Promotion
PRODUCT STRATEGY:-
Portfolio of 12 products
Five product lines
Product Line Products
A1 800
A3 D ZiRE, Sx4
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
modle of the company . The price of car are decided according to its
product varity, quality, design etc.
Place strategy:-
600 New car sales outlets covering 393 cities.
265 ‘Maruti True Value’ outlets spread across 166 cities.
2628 Maruti Authorized Service Stations, covering 1220 cities.
Tie up with Adani group for exporting 200,000 units through
Mnudra port Gujarat
○ Print Ads
○ Radio Ads
○ Advertising Strategy
Persuasion Advertising
“Ghar Aa Gaya Hindustan”
“India Comes Home in Maruti Suzuki.”
Information Advertising
Alternative Advertising Options
BTL - Sponsorships
TV shows - India’s Got talent
Place Advertising – Bill boards
Sales Promotions
Product warranties
Premiums (gifts)
Trade shows
2,628The number of workshops that provide customers
with maintenance support in 1220 cities.
Maruti has aided customers by providing them the facility to bring their
vehicle to a 'Maruti True Value' outlet and exchange it for a new car, by
paying the difference. They are offered loyalty discounts in return. This
helps them retain the customer.
Maruti insurance:-
It has launched in 2002 Maruti provides vehicle insurance to its
customers with the help of the National Insurance Company, Bajaj
Allianz, New India Assurance and Royal Sundaram. The service was set
up the company with the inception of two subsidiaries Maruti
Insurance Distributors Services Pvt. Ltd and Maruti Insurance
Brokers Pvt. Limited.
SWOT Analysis:-
STRENGTHS
Bigger name in the market
Trust of People
Maruti Udyog Ltd. is the market leader for more than a decade.
Has a great dealership chain in the market.
Better after sales service
Low maintenance cost of vehicle
WEAKNESSES
Exports are not that good.
Lesser diesel models in the market compare to others
Global image is not that big
OPPURTUNITIES
Great opportunities to go global with success of Swift and SX4
allover
Introduction of more diesel models. The diesel car segment is
growing
Opportunity to grow bigger by entering into bigger car markets
Already a market leader so great opportunity to be the king of market
in every stage of industry
THREATS
Foreign companies entering market; so a bigger threat from MNCs.
To the market share, as many big names are coming in the industry
There is hardly any diesel models
Rs. 1 lakh – Rs. 1.5 lakh car
Future Plan:-
Fourth assembly plant will be scaled up to produce 3,00,000 cars a year
by 2010.
NEXT SUPERSTAR:-
Suzuki Cervo'sport a Suzuki 660cc engine - as against Nano's 623cc
and wear a tag of around Rs 1.5 lakh on road.
Conclusion:-
Maruti Suzuki is India’s one of the leading auto mobile manufactures
and also the leader of the market both in terms of volume and revenue
generated.
· MSL (Maruti Suzuki Limited) has segmented the market in to A, B, C,
D and Eon the basis of price and length and weight. Between fiscal year
2002 and 2007 the market of automobile grew at rate of 9.5%.
· In segment A price always plays a vital role MSL was the sole
manufacture till 2000, Maruti 800 was the hot seller till 2005.
· In segment B growth of automobile was 57.6% where Maruti captures
a share of 69%. Its products like alto and Zen are two role models with
these segments.
· In C,D and E segment Maruti has number of competitors and has a less
growth . In this segment also MSL lack of more models than other
company.