MARKET STARTEGIES OF MARUTI UDYOG

Presented by:
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A BRIEF INTRODUCTION TO MARUTI UDYOG

In 1982, Government of India entered into a joint venture with Suzuki motor corporation of Japan Plant was established at Gurgaon in Haryana

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Maruti Suzuki India Limited is a publicly listed automaker in India. It is a leading four-wheeler automobile manufacture in South Asia.
Suzuki Motor corporation of Japan holds a majority stake in the company. It was the first company in India to mass-produce and sell more than a million cars.

Its manufacturing plant, located some 25 km south of New Delhi in Gurgaon, has an installed capacity of 3,50,000 units per annum, with a capability to produce about half a million vehicles.
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Maruti Suzuki is one of the India's leading automobile manufacturers and the market leader in the car segment. Until recently, 18.28% of the company was owned by the Indian government, and 54.2% by Suzuki of Japan. The company annually exports more than 50,000 cars and has an extremely large domestic market in India selling over 730,000 cars annually. Maruti 800 till 2004, was the India's largest selling compact car ever since it was launched in 1983.
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INTRODUCTION
PRODUCTS
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

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MAJOR COMPETITORS

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Market share

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Sales Volumes

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Organization
ChairmanMr. R. C. Bhargava Managing Director and CEOMr. Shinzo Nakanishi DirectorsMr. Manvinder Singh Banga Mr. Amal Ganguli Director and Managing Executive Officer (Production) Mr. Tsuneo Ohashi Over more than 8000 employees work under MSIL
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VENDORS OF MARUTI SUZUKI PVT LTD

Maruti Suzuki has 200-odd vendors BIMETAL BEARINGS LTD., COIMBATORE They manufacture Engine Bearings, Bushes and Thrust Washers.

AMALGAMATION VALEO CLUTCH LTD., CHENNAI Leading manufacturer of Clutch Assemblies in India for the new generation vehicles. I.P. REPCO LTD., CHENNAI A member of Amalgamations Group. Manufacturing Flywheel Ring Gears for entire range of vehicle KALYANI BRAKES LTD, PUNE Free Powerpoint Templates Manufacturers of complete brake systems for automotive applicationsPage 10

CONT.....
LUMAX INDUSTRIES LTD
Biggest manufacturers of Automotive Lights in India

PRICOL LTD, COIMBATORE

automotive instruments & speedometer cables in India.

FENNER INDIA LTD, CHENNAI

Largest manufacturer of Belts and Oil Seals in India

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MARKETING MIX

PRODUCT

PRICE

PLACE

PROMOTION

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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.
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They define different factors:

The quality of product. The product variety from different categories. The size of the car according to current future market conditions. The car features to the customer like, car looking very good.
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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 model of the company . The price of car are decided according to its product Varity, quality, design etc.

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Maruti-800

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Maruti 800
Specifications Transmission TypeManual Fuel TypePetrol Seating Capacity4 Gearbox4 Speed Engine Description0.8L 37bhp 4-stroke cycle, water cooled Engine Displacement796 ccMileage-City15.7 kmplMileageHighway19.9 kmplMaximum Power37.5@5,000 (PS@rpm)Maximum Torque6@2,500 (kgm@rpm)
Ex-Showroom Price :Rs. 2,02,505 to Rs. 2,33,236
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ALTO

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ALTO
Specifications Transmission TypeManual Fuel TypePetrol Seating Capacity5 Gearbox5 Speed Engine Description0.8L 47bhp FC engine Engine Displacement796 ccMileage-City14.6 kmplMileage-Highway18.9 kmplMaximum Power47@6,200 (PS@rpm)Maximum Torque6.32@3,000 (kgm@rpm) :Rs. 2,37,372 to Rs. 2,88,512

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Zen-estilo

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Zen-estilo
Specifications Transmission Type Manual Fuel TypePetrol Seating Capacity5 Gearbox5 Speed Engine Description1.1L 64bhp 32x4 hypertech engine Engine Displacement1,061 ccMileageCity12.5 kmplMileage-Highway16.9 kmplMaximum Power64@6,200 (PS@rpm)Maximum Torque8.5@3,500 (kgm@rpm) Ex-Showroom Price :Rs. 3,14,254 to Rs. 3,39,783
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ESTEEM

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ESTEEM
Specifications Transmission Type Manual Fuel Type Petrol Seating Capacity5 Gearbox5 Speed Engine Description1.3L 85bhp 4-stroke cycle, allaluminum water cooled Engine Displacement1,298 ccMileage-City11.5 kmplMileage-Highway14.5 kmplMaximum Power86.18@6,000 (PS@rpm)Maximum Torque11.21@4,500 () kgm@rpm Rs. 4,15,629 to Rs. 4,93,850 Free Powerpoint Templates
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Wagon-R

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Wagon-R
Specifications Transmission Type Manual Fuel Type Petrol Seating Capacity5 Gearbox5 Speed Engine Description1.1L 64bhp 4 cal. In-line, FC engine Engine Displacement1,061 ccMileageCity13.9 kmplMileage-Highway17.3 kemp Maximum Power64@6,200 (PS@rpm)Maximum Torque8.6@3,500 (kgm@rpm) Ex-Showroom Price :Rs. 3,21,137 to Rs. 4,49,138
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SWIFT

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SWIFT
Specifications Transmission Type Manual Fuel Type Petrol Seating Capacity5 Gearbox5 Speed Engine Description1.3L 87bhp AlTec32 engine Engine Displacement1,298 ccMileage-City12.2 kmplMileage-Highway16.1 kmpl Maximum Power88.2@6000 (PS@rpm) Maximum Torque11.5@4,500 (kgm@rpm)
Ex-Showroom Price :Rs. 3,94,466 to Rs. 4,20,974
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Grand-Vitara

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Grand-Vitara
Specifications Transmission Type Automatic Fuel TypePetrol Seating Capacity5 Gearbox4 Speed Engine Description2.0L 120bhp Series engine w/ Variable Induction & Drive by Wire technology Engine Displacement1,995 ccMaximum Power121.16@5,500 (PS@rpm)Maximum Torque17.33@3,500 (kgm@rpm) Ex-Showroom Price :Rs. 14,80,000 to Rs. 15,28,711
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MARUTI UDYOG LIMITED

Place

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MARUTI
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.
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MARUTI UDYOG LIMITED

Promotion

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MARUTI
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.
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SWOT Analysis of Maruti Udyog

STRENTHS Contemporary technology
WEAKNESS Still depends upon SUZUKI COPORATION 10% components are manufactured outside India Still considered as poor mans brand Unaccustomed to international standards or keen competition.

Japanese Management practices After sale services Distribution Diversification & R&D

OPPURTUNITY first company to roll out suitably Designed cars before 2008 as per Govt.s Proposal of new ethanol (renewable) Other companies lacks economy of scale Rising demand Untapped rural market

THREAT Numbers of new Technology driven players and manufactures are in market Reduction in subsidies by government on petroleum products Changing environmental and emission norms

Higher local taxes

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TOWS MATRIX
STRENGTHS Largest manufacturing capacity Distribution network Expertise in Small cars
OPPURTUNITIES Untapped rural market Young bikers Growth in economy

SO Strategy

WO Strategy

To capture untapped rural and yongistan market

To Bring new and innovative models

ST Strategy
THREATS New entrants New emission norms

To launch a car like CERVO

WT Strategy To Change brand positioning

WEAKNEESES Brand positioning Dependent upon Imported diesel engine

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GENERIC COMPETITIVE STRATEGIES

Lower cost Differentiation

Broad target

Cost leadership

Differentiation

NARR OW Narrow
TARGET

target

Cost Focus

Focus Differentiation
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BCG Matrix with respect to Maruti models

STARS

QUESTION MARKS

Swift
CASH COWS

Cervo Kizashi

DOGS

Alto Wagon R

M-800
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MARUTI AND CRM

Maruti created a land-mark in CRM by launching a website for the customers in the year 1998 Maruti is investing a lot of money and effort in building customer loyalty programmes

Maruti Auto Card

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MARUTI AND CRM

True Value Outlet

On Road Service

Availability of easy finance

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MARUTI AND CRM

Market Research Department Their Market Research department remains on its toes to study the changing consumer behaviour and market needs. Maruti enjoys 70%repeat buyers which further bolsters their claim of being customer friendly

Maruti Call Center Maruti has proper customer complain handling cell under the CRM dept. The CIC will help MSL rapidly build an information pool of over 3 million Maruti owners as well as that of its prospective customers
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MARUTI AND CRM

Mega Camps

Sports Events

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MARUTI AND CRM

Analytical CRM

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MARUTI AND CRM

Operational CRM

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MARUTI AND CRM

Sales Intelligence CRM

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OTHER ADVANTAGE: WHICH HELP IN CRM

A Buying Experience Like No Other Maruti Suzuki has a sales network of 307 state-of -the-art showrooms across 189 cities, with a workforce of over 6000 trained sales personnel to guide MUL customers in finding the right car. Quality Service Across 1036 Cities In the J.D. Power CSI Study Maruti Suzuki scored the highest across all 7 parameters: 1.least problems experienced with vehicle serviced, 2.highest service quality, 3. best in-service experience,
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OTHER ADVANTAGE: WHICH HELP IN CRM

4.best service delivery,

5.best service advisor experience,

6. most user-friendly service and

7.best service initiation experience.

92% of Maruti Suzuki owners feel that work gets done right the first time during service. The J.D. Power CSI study also reveals that 97% of Maruti Suzuki owners would probably recommend the same make of vehicle, while 90% owners would probably repurchase the same make of vehicle.
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OTHER ADVANTAGE: WHICH HELP IN CRM

One Stop Shop At Maruti Suzuki, customers will find all car related needs met under one roof. Whether it is easy finance, insurance, fleet management services, exchange- Maruti Suzuki is set to provide a single-window solution for all car related needs. The Low Cost Maintenance Advant The acquisition cost is unfortunately not the only cost customers face when buying a car. Not so in the case of a Maruti Suzuki. It is in the economy segment that the affordability of spares is most competitive, and it is here where Maruti Suzuki shines. Lowest Cost of Ownership The highest satisfaction ratings with regard to cost of ownership among all models are all Maruti Suzuki vehicles: Zen, Wagon R, Esteem, Maruti 800, Alto and Omni.
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CRM THROUGH SOCIAL RELATIONSHIP

In 1999 Launch of Maruti - Suzuki innovative traffic beat in Delhi and Chennai as social initiatives.

Maruti Driving School-Available in all major cities. Lady trainer for lady customer. Institute of Driving Training and Research.
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STATIONS OF EXPERIENCE

Station 1

Station 2

Station 3

Station

ENQUIRY
Positive/Negativ e

BOOKIN G
Positive/Negativ e

DELIVER Y
Positive/Negativ e
Water Juice Tea & Biscuit Snacks Friendly Flowers Chocolates Ganesh Ji

AFTER SALES SERVICE

Water/ Professional

Water Cold Drink Tea & Biscuit Friendly

Positive/Negative Full technical tests Pre Advance Booking

Launch

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Reminder Call Page 50

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