MARKETING MIX

PRODUCT MIX
The Indian passenger car market was divided into various segments and sub-segments on the basis of price, size (i.e. length of the model and its weight) and other factors (including engine capacity). MUL had a presence in all the segments and sub-segments. Over six million Maruti cars are on Indian roads since the first car was rolled out on December 14, 1983. Maruti Suzuki at present offers 12 models: Maruti 800: Launched in 1983. 2. Gypsy: Launched in 1985. 3. Omni: Launched in 1984. 4. Alto: Launched in 2000. 5. Versa: Launched in 2003. 6. Wagon R: Launched in 1999. 7. Zen Estilo: Launched in 2005. 8. Swift: Launched in 2005. 9. Swift Dzire: Sedan Version of swift launched in March 2008. 10. SX4: Launched in May 2007. 11. Grand Vitara: Sports Utility Vehicle Launched in July 2007. 12. A Star: Launched in 2008.
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Following two models launched by Maruti have been discontinued by the company: 1. Maruti Esteem: Launched in 1994. 2. Maruti Baleno: Launched in 1999. Upcoming models in 2009 :

Suzuki Splash suzuki kizashi

FEATURES-

1) Maruti 800-It was the largest selling car in India before the introduction of Alto.Maruti car was different from other cars which where produced in India during that period such as ambassadors, Premier Padmini. Car was ideal for Indian conditions and was cheaper compared to other cars. It is Fuel efficient vehicle with latest technology. Now it comes with MPFi technology , changes in front grill, head light, rear lights and with round curves all around. Maruti 800 is available in following variants

Maruti 800 STD BS III Maruti 800 AC BS III Maruti 800 Duo

2) Alto- The alto is a great combination of economy, practicality and styling. Its popularity has continued to grow since its launch, with customers attracted to its combination of fuel efficiency, contemporary design and looks and features including Electronic Power Steering and A super cool air-conditioning. Alto has currently replaced Maruti 800 as largest selling car in India. Maruti Alto is available in following variants-

Alto Alto Lx Alto Lxi

3) Swift Their latest introduction Swift has all the technology like surround protection (SSP). This includes ABS, dual front airbags, collapsible steering column, crashworthy structure, rally based suspension system etc. They also have additional features like brake force distribution, key less entry system. It has 1288cc engine.

Swift is available in following variants Swift LXi Swift VXi Swift ZXi

 Swift Diesel Ldi Swift Diesel Vdi

4) Omni- The Omni is truly Indias original multipurpose vehicle. It meets diverse needs across different user segments and can double up both as a people carrier and a goods carrier. This faithful workhorse is easy on the pocket, yet tough on the job. It offers a turning radius of just 4.1 m, negotiating this vehicle in tight lanes and congested traffic is an easy job for the driver. There is a lot of space for nearly every family requirement.

Omni is available in following variants

5 seater Maruti Omni 8 seater Maruti Omni LPG Maruti Omni

5) SX4- SX4 is a premier Sedan presentation from Maruti's stable in the A3 segment. This is essentially an inline with competition car to take on the leader in this segment Honda City. With its accentuated masculine features, Maruti boasts that it is the tallest, widest and the roomiest car in its segment.

SX4 is available in following variants

Maruti SX4 Vxi Maruti SX4 Zxi

6) A-star- Suzuki's fifth global car model was designed and is made only in India Sold in India as the (Maruti AStar) launched in 2008 December. Is a rebadged version of the 7th generation Suzuki Alto. It has KB series engine which meets international standards. It has all the features including Electronic power steering, power Windows, A.C. etc.

7) Gypsy-Maruti Gypsy, launched in 1985, came into widespread use with the Indian Army and Indian Police Service becoming its primary customers. Its main features are its toughness, it is fit for steep roads.

8) Swift Dzire-It is a sedan version of Swift. Its main features are High Mounted Audio/Video controls, increased boot space, ABS, power windows, automatic climate control system etc.

9) Wagon-R- It was perceived as dull boxy car when it was launched. This made it a big failure on launch. Then further modifications in engine to increase performance and a facelift in the form of sporty looking grills on the roof. Now its of the most successful models in Maruti stable.

Wagon-R is available in following variants-

Wagon-R Wagon-R Wagon-R Wagon-R

Lx Lxi Vxi Duo

10) Grand vitara- Grand Vitara is imported from Japan as a completely built unit (CBU).It is an SUV i.e. Sports utility vehicle. It includes all high end features like airbags, ABS, power windows, Rally based suspension, automatic climate control system etc.

11) Zen Estilo- A Spanish expression for Style, the new Zen Estilo stands true to its name. Its aerodynamic body, unique bean shape, sparkling colors and snazzy lights will rev up the style quotient. It has replaced the old Zen.

Swift, Swift dzire, A star and SX4 are manufactured in Manesar, Grand Vitara is imported from Japan as a completely built unit (CBU), remaining all models are manufactured in Maruti Suzuki's Gurgaon Plant. Maruti always introduces the best technology into its product line, in addition to all its features which are almost standard in most cars. They introduced 16* 4 Hypertech engines across the entire Maruti Suzuki range. These are 4 valve engines powered by 16 bit chip. This gives an ideal combination of power and performance. Recently Maruti Suzuki has introduced new technology called I-CATS i.e. intelligent computerized anti-theft security system in all its models.

SERVICES
Maruti Suzuki provides with excellent after sales services. It also provides with services like Maruti genuine accessories for all car accessories, Maruti genuine parts, Maruti on road services. Authorized Service Stations - Maruti is one of the companies in India which has unparalleled service network. To ensure the vehicles sold by them are serviced properly, Maruti has 2628 listed Authorized service stations and 30 Express Service Stations on 30 highways across India. Service is a major revenue generator of the company. Most of

the service stations are managed on franchise basis, where Maruti trains the local staff. Other automobile companies have not been able to match this benchmark set by Maruti. The Express Service stations help many stranded vehicles on the highways by sending across their repair man to the vehicle.

WARRANTY POLICY The term of the warranty is 24 months or 40000 kilometers (whichever occurs first) from the date of delivery to the first owner. Warranty can be extended to 2 years by paying additional charges of 5000/ To obtain warranty service, the complete vehicle must be presented to any authorized Maruti Suzuki dealer. Maruti Suzuki will repair or replace any part when defect is due to faulty material or workmanship at the time of manufacture.

PRICE MIX Pricing Strategy

Maruti is the industry leader and sets the standards in pricing. It has adopted Penetrative pricing policy to reach masses.Maruti caters to all segments and has a product offering at all price points. It has a car priced at Rs. 1, 87,000 which is the lowest offer on road. Maruti gets 70% business from repeat buyers who earlier had owned a Maruti car. Their pricing strategy is to provide an option to every customer looking for up gradation in his car. Their sole motive of having so

many product offering is to be in the consideration set of every passenger car customer in India. Maruti is the price dictator in Indian automobile industry. Its the low cost provider of car. The lowest car on road is from Maruti stable i.e. Maruti 800. Maruti achieves this through continuous improvements in operational efficiency and productivity. The company has set itself (and its vendors) the target of a 50% improvement in productivity and a 30% reduction in costs in three years. The ability to keep lowering the prices sets Maruti apart from other players in the league. New emission norms like Bharat Stage 3 which has come into effect from April 2005 has increased car prices by Rs.20000 and Bharat Stage 4 which is coming into force in near future will contribute in increasing car prices further. This could be of concern to Maruti which is low cost provider of passenger cars.

Price range of Maruti Suzuki cars: Price Range 2.0-3.0 3.0 -5.0 lacs 5.0 -10.0 lacs 15.0 -18.0 lacs Cars Maruti 800, Omni, Alto. Wagon R, Zen Estilo, Swift, Versa, Esteem. Sx4, Swift DZiR, Gypsy. Maruti Suzuki Grand Vitara.

DISCOUNTS True Value is Initiative by Maruti to capture used car market. Another significant development is MUL's entry into the used car market in 2001, allowing customers 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. With Maruti True Value customer has a trusted name to entrust in a highly unorganized market and where cheating is rampant and the biggest concern in biggest driver of sale is trust. Maruti knows its strength in Indian market and has filled this gap of providing trust in Indian used car market. Maruti has created a system where dealers pick up used cars, recondition them, give them a fresh warranty, and sell them again. All investments for True Value are made by dealers.

PLACE

Maruti Suzuki India Limited, a subsidiary of Suzuki Motor Corporation of Japan, has been the leader of the Indian car market for over two decades. Its manufacturing facilities are located at two facilities Gurgaon and Manesar south of New Delhi. Marutis Gurgaon facility has an installed capacity of 350,000 units per annum. The Manesar facilities, launched in February 2007 comprise a vehicle assembly plant with a capacity of 100,000 units per year and a Diesel Engine plant with an annual capacity of 100,000 engines and

transmissions. Manesar and Gurgaon facilities have a combined capability to produce over 700,000 units annually. Maruti Suzuki offers 12 models, Maruti 800, Omni, Alto, Versa, Gypsy, A Star, Wagon R, Zen Estilo, Swift, Swift Dzire, SX4, and Grand Vitara. Swift, Swift dzire, A star and SX4 are manufactured in Manesar, Grand Vitara is imported from Japan as a completely built unit (CBU), remaining all models are manufactured in Maruti Suzuki's Gurgaon Plant.

PROMOTION Maruti Suzuki gives advertisements targeting different segments. They use Psychographics like Wagon-R : Smarter people (executives) Omni: Kamayabi se muthi bhar ka phasala. Alto: Small car: small family, Lets Go. Zen Estilo: Young trendy people. Swift: youre the fuel. Esteem: welcome to the big world. Recently when Maruti Suzuki completed 25 years of service it promoted a catchy advertisement

saying India comes home in a Maruti Suzuki. It shows the emotional bond between the company & its customers. Maruti Suzuki gives Promotional offers throughout the year At Maruti Suzuki; customers find all car related needs met under one roof. Whether it is easy finance, insurance, exchange- Maruti Suzuki is set to provide a single-window solution for all car related needs. For the promotion of the cars Maruti sends promotional teams in places of exhibitions. Demo cars are made available for the customers.

Attractive offers for promotion