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Narayanan Palani(009)

Background of Maruti
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Maruti Suzuki India Limited ("Maruti") is the country's largest passenger car manufacturing company with a market share of 46%. The company has two manufacturing facilities located at Gurgaon and Manesar, south of New Delhi, India It offers 15 brands and over 150 variants It reported consolidated revenues of $4.8 billion in 2010 and manufactures cars in all segments - passenger cars, hatch backs and sedans The company is currently making 1.2 million vehicles annually and it has target of expanding to 1.75million by the year 2013

What all goes into maintaining the numero uno position?

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Maruti always creating favorable conditions for customers' to be able to come and buy our products. It have a specialized focus on different markets and are always the first company to tap every single source for incremental sales. It develop portfolio catering to various segments. Like Maruti have seen that one-third of the customers' are fresh buyers. It is a tough task to get them to our showrooms and persuade them to buy. they offer compelling reasons for them to buy now.

-R.C.Bhargava

Distribution Channel Expansion Plan (Next 5 years)

Network expansion is strategic to Marutis business and it would continue to focus on it. Market target to double its sales network in next five years, in line with the

Dual-fuel strategy to increase sales

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WagonR Duo (the LPG variant) is a success story! Reason:

Opted

for LPG in place of the much common and cheaper fuel CNG as a long-term strategy to have a all India presence. While CNG is available in few number of cities, LPG has a wider availability and is a more acceptable fuel option, while retaining the advantages of petrol.
Source: http://economictimes.indiatimes.com/features/auto/the-man-behind-marutis-sales/articleshow/3122060.cms

Ongoing activities to increase sales:

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Maruti Suzuki continues to enhance the customer experience through its sales outlets and targets to take it to the next level.

In this endeavour, the company has undertaken a unique initiative of upgrading its three year old showrooms under project 'Nav Nirman'.
The objective of 'Nav Nirman' is to provide customers uniform buying experience across the country.

Positioning cars to increase sales:

March 2012 Latest Sales Figures:

Source: http://www.marutisuzuki.com/Maruti-Suzuki-Sales-in-March-2012.aspx

Latest Report(2nd April 2012)

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The company sold a total of 125,952 units in March 2012 reflecting a growth of 3.3 % over March 2011. This includes 13,228 units for exports, a growth of 14.7%. The total sales in March 2012 are the highest ever monthly sales in the Company's history. The previous high in total sales was in March 2011 at 121,952 units. The domestic sales in March 2012 are also the highest ever monthly domestic sales in Companys history!

Source: http://www.marutisuzuki.com/Maruti-Suzuki-Sales-in-March-2012.aspx

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SAL ES

DISTRIBUTI ON
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Stages of the Life Cycle for Maruti Esteem

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Sales Strategy
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(Learning's from Marutis previous years success story)

Maruti offer a combination of schemes to maintain a consistent growth in sales. One of the most interesting one is the pan India campaign Mera Sapna Meri Maruti - targeting rural markets and panchayat functionaries.

We have a strong brand value there and vast chunk of prospective car buyers prefer Maruti products.
While the employee referral scheme called 'Lalkaar, 'Wheels of India' scheme for state government employees, 'First Class Offer' for railway employees, vendors scheme 'Hum SathSath Hai' and 'Power Deal' for NTPC employees have also been successful in generating incremental sales in the past.

Source: http://economictimes.indiatimes.com/features/auto/the-man-behind-marutis-sales/articleshow/3122060.cms

Inbound Logistics
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Operations

Outbound Logistics

Marketing and sales

Services

Inputs : Raw materials and purchased components. Raw material : Rubber, glass, steel, plastic, aluminium, Components : Tyres, windshields, and airbags. Just In Time supply logistics.

Comprehensive supplier development program. Incentives for far away suppliers to move near its plants. Supplier JVs with local suppliers

VALUE CHAIN

Inbound Logistics

Operations

Outbound Logistics

Marketing and sales

Services

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Inbound Logistics
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Operations

Outbound Logistics

Marketing and sales

Services

Jointly developed special Auto Wagons to support high capacity, high speed and safer transportation.

To support exports ,Roll-On-Roll-Off car terminal at

Mundra sea port in partnership with MPSEZL(Mundra

Port and Special Economic Zone Ltd.)

VALUE CHAIN

Inbound Logistics
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Operations

Outbound Logistics

Marketing and Sales

Services

Offer Customer new products and services that

Reduce customers cost of ownership 360 degree customer experience

Aggressively cutting prices to provide cars at

low prices.

Largest network of dealers amongst car manufacturers

VALUE CHAIN

Inbound Logistics
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Operations

Outbound Logistics

Marketing and sales

Services

2 year warranty at the time of purchase Extended paid warranty program under the brand Forever Yours for the third and fourth years

24 hour mobile service under the name Maruti

Onroad Service

Service stations on highways in India under the brand Express Service Stations
VALUE CHAIN

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Attractive Exchange Offers

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Why exchange with Maruti Suzuki?

Best Price for your car, transparent evaluation Best deals on new cars Exchange bonus of Rs.5000
Zero down payment Low EMI Clean Documentation

Sales Forecasting Method at Maruti Suzuki:

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Educating Customers:
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The company has made an educational Audio Visual film for customers. The film communicates those factors that help in increasing fuel efficiency. The film also explains the test procedures adopted to arrive at the fuel efficiency of a car.

Target Setting
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Mission 255 in March 2012

Territory Allocations
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Rural India Outlets Target in the next two years:450

Dealers & Distributors-Mumbai

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Spectra Motors Pvt. Ltd Sai Service Vittesse Fort Point

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Sales People Target Setting Territory Allocations

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Unique features in Distribution

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Connecting distributors though transportation channels for equipments like Body colored bumper, Green tinted glass etc. Eg Alloy Wheels

Customer Service
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Advertising & Communication Strategy

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As part of the restructuring exercise, Maruti also laid emphasis on its advertising strategy to help maintain its position as a market leader. The advertising campaigns of Maruti included TVCs, print and radio ads, outdoor promotions, point of sale and mobile promotions. The company also organized different promotional events to attract prospective consumers. Maruti also offered special schemes for specific professional and income groups. The ad campaigns of Maruti emphasized on various aspects of its cars, including fuel efficiency, space, looks etc, to strengthen its brand image, and to promote its widespread network and services.

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Thank You!