TEAM NAME:MARKETING

PANTHERS
CONTENT
Introduction
History of Company
Financial Position
Mission and Vision
Objective
CSR (Corporate Social Responsibility)
Marketing Strategy
Marketing Mix
STP (Segmentation Targeting Positioning)
Product Mix
PLC (Product Life Cycle)
BCG
Communication Mix
Conclusion
Suggestions
References

INTRODUCTION
Maruti Suzuki India Limited, commonly referred to as Maruti and
formerly known as Maruti Udyog Limited, is an automobile
manufacturer in India.
It is a subsidiary of Japanese automobile and motorcycle
manufacturer Suzuki. As of November 2012, it had a market share of
37% of the Indian passenger car market.
Maruti Suzuki India Limited (MSIL) is primarily in the business of
manufacture, purchase and sale of motor vehicles and spare parts


Suzuki Motor Corporation is a pioneer and market leader in
small car manufacturing segment in Japan. Further, Suzuki
Motor Corporation is also a market heavy weight in
motorcycle manufacturing sector
The company's headquarters are at No 1, Nelson Mandela
Road, New Delhi.
In February 2012, the company sold its ten millionth vehicle
in India.


Maruti Suzuki manufactures and sells a complete range of
cars from the entry level Alto, to the hatchback Ritz, Celerio,
A-Star, Swift, Wagon R, Zen and sedans DZire,Kizashi and SX4,
in the 'C' segment Eeco, Omni, Multi Purpose vehicle Suzuki
Ertiga and Sports Utility vehicle Grand Vitara
HISTORY
In 1953, the government of India and the Indian private sector
initiated manufacturing processes to help develop the
automobile industry
Driving the most luxurious car has been made possible by the
stiff competition in the automobile industry in India
In February 1981 Maruti Udyog Limited (MUL) was
incorporated under the provision of the Indian Companies Act
1956

A license and Joint Venture Agreement was signed between
Government of India and Suzuki Motor Company (now Suzuki
Motor Corporation of Japan) in October 1982
FINANCIAL POSITION


Some Important Milestones:
December 14, 1983 First car, the 796 cc hatchback Maruti 800
launched
1984 Maruti Omni van launched
1985 Maruti Suzuki Gypsy launched
1990 Three box 1000 cc car Maruti 1000 launched 1993 Zen
launched
1994 Esteem 1.3 litre (1298 cc, three box car) launched
1997 New Maruti 800 (796 cc, hatchback car) launched in Standard
and Deluxe
versions
1999 Wagon R and Baleno launched
2000 Alto launched
2001 Versa launched
2002 Alto Lxi Spin launched, Wagon R Pride is launched, Esteem
Diesel
launched and all variants upgraded
2003 The new Grand Vitara launched
2004 Maruti Suzuki Swift launched
2006 Zen Estilo and Swift Dzire launched
2007 - SX4 luxury Sedan launched with the tagline Men are back
2008 MSIL launches fifth world strategic model A-Star
2009 Maruti Suzuki launches Ritz

ACHIEVEMENTS
Maruti Suzuki India Limited (MSIL) today rolled out its 10
millionth car from its facility in Gurgaon to becomethe first
Indian automobile manufacturer to attain the milestone
Maruti Suzuki produces 1.2 million cars annually from its two
plants at Gurgaon and Manesar
Maruti Suzuki India Ltd. had picked up momentum in the
recent times and manufactured around five million units in
the last six years.

VISSION
The Leader in the Indian Automobile Industry, Creating
Customer Delight1 and Shareholder's Wealth2; eventually
become a pride of India

MISSION
- Modernization of the Indian Automobile Industry.
- Developing cars faster and selling them for less.
- Production of fuel-efficient vehicles to conserve scarce resources.
- Production of large number of motor vehicles which was necessary for
economic growth.
- Market Penetration, Market Development Similarly Product
Development and Diversification.
- Partner relationship management, Value chain, Value delivery network .

OBJECTIVE
CORPORATE OBJECTIVES
The following are the corporate objectives of Maruti Suzuki
Sx4 for the next 12 months
Increase the market share of the company in Mumbai by 11%.
Bring about improved modifications on Sx4.
Improve their general company website i.e.
www.marutisuzuki.com

MARKETING OBJECTIVES Next 12 Months:
Following are the Marketing objectives for next 12 months.
Achieve a steady increase in market penetration of sedan cars by
4% per quarter
To raise sales in Mumbai by 11% by December 2010
Raise the market share of Maruti Suzuki in the A3 segment
To increase awareness of the quality improvements that are made
in the car
To encourage people chose Sx4 over the competitors

of Market
PassengerVehicle 15.96%
CommercialVehicle 3.95%
Threewheelers: 3.60%
Twowheelers: 76.49%
SEGMENTATION OF MARKET
MAJOR COMPETITORS
CORPORATE SOCIAL RESPONSBILITY
Company will remain ahead in energy conservation at all its
manufacturing units and would produce goods that consume
fewer natural resources.
Company will develop products and services to fulfill desires
of the customers and help them during natural calamities.
The company will extend it technological and managerial
support to its suppliers and dealers for their profitable and
sustainable growth

Company would encourage and recognize its employees for
volunteering in the spirit of serving the community and
sharing their skills and expertise.
Company will partner with Government, NGOs and other
organizations for the welfare of society especially
Underprivileged people.
STP
SEGMENTATION:
Currently the Sx4 is targeted towards middleclass men who want a car
which is a 'value for money' that has a mixture of features such as looks,
power, accessories and others Which is in sync with the advertisement
campaign which is "Men Are Back the car has also the features and
interiors provided by the car makes it seem as a car which makes it truly a
value for money car. Value for money car is not mentioned in the
advertisements as big cars are considered as status symbols as mentioned
in the PESTEL thus it would be detrimental to the car sales.

TARGETING:
In this marketing plan we will continue to focus on family
users who want a value for money car, which is responsible
for approximately 74% of the company's revenue from this
product, also narrowing down are market can help us in
improving the product and also in serving them better.

POSITIONING:
Positioning is placing of a product into the minds of customers. For
effective positioning it is extremely important to be able to make
customer differentiate a product from competitor offerings.
The car is currently positioned as a Value for money car. But the
customers believe that it lacks the quality compared to its
competitors as mentioned in marketing Audit.
Therefore it is important to change the perception of the customer
about the car as a car which is value for money as well as having an
high quality standards.

MARKETING MIX
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.

Maruti 800
Maruti Alto
Maruti Grand Vitara XL-7
Maruti Gypsy King
Maruti Omni
Maruti Suzuki SX4
Maruti Swift
Maruti Versa
Maruti Vitara
Maruti Wagon-R
Maruti Zen

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
Pricing Objective: Maximum market share
Since MULs vision is to be a leader in Indian automobile
sector. Products launched by it are
aimed at getting maximum market share in the long term in
their respective segment. MUL
follows a market-penetration pricing strategy to fulfil its
objective.
Selecting a Pricing Method:
The pricing method used will be mark-up pricing. This pricing
method is in accordance with
MULs objective of maximizing its market share.
PLACE
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.

PROMOTION
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.

PRODUCT LIFE CYCLE
COMMUNICATION MIX
Advertising:
TV advertising Ads should be played during prime time in English news
channels,
popular English TV serials. This is working on the assumption that the probability
of
the target customer viewing the ad is the highest during prime time. The ads
should
also be played during non prime time hours in the nations top business channels.
These ads should be more towards the transformational appeal of the customer
Print ads Ads should be published in English news papers and
popular English
business and current affairs magazine. These ads should stress on
the actual product
benefits
Internet ads Internet is a major source of information for the
customer. The
company needs to promote its car in various automobile websites
and have a
dedicated site for handling all the potential customers

Sales promotions:
Contests games The Company should sponsor certain contests in
cricket or football
shows. The contest should be in line with the image the brand wants to
portray
Premiums and gifts All the purchases that happen in the 1st year
should be
accompanied with a gift basket. The contents of the gift basket should
have somevalue to the potential buyer.
Fairs and trade shows This is something Kizashi has already done. It
was showcased in the 2010 Auto expo in Delhi.
Events & Experience
The calendar year is filled with sporting events such as IPL
and the T 20 cricket
world cup. Kizashi should sponsor the man of the series award
in one of these events.

CONCLUSION
Maruti Udyog limited had a prime objective to meet the
growing demand of a personal mode of transport
Things are now changing with LPG polices and disinvestment;
the real competitions has already began.
The smarter will certainly will be next leader, but till
then...Maruti Suzuki will going to the brand .

SUGGESTION
Maruti should improve its after sale service because its hits
badly car market share
Show room demonstration should be given at frequent time
interval and feed back should be considered positively
The marketing managers should make better relations with
dealers and reputation of the company.

BIBLOGRAPHY
www.marutisuzuki.com
www.wikipedia.org
www.learningmarkrting.com