SERVICE

MARKETING OF
AUTOMOBILE
INDUSTRY
Presented By-
Patel Dilip
Ranjit Kumar
Rupjyoti Bhuyan
Suman Vasishta
Tapas Talukdar
 INTRODUCTION
The automotive industry designs, develops, manufactures,
markets, and sells motor vehicles, and is one of the world's most
important economic sectors  by revenue.
• Presence of niche market

• Presence of global leaders

 HISTORY
• 1769- French engineer Nicholas J Cugnot
• Oliver Evans- Steam Engine automobile in US
• Karl Benz- Inventor of modern automobiles
• Modern Era- Standardization, computer aided
design
 TOP 10 AUTOMOBILE COMPANIES OF THE
WORLD-2009
1. Toyota
2. General Motors
3. Volkswagen

4. Ford

5. Hyundai Kia
6. PSA

7. Honda

8. Nissan
9. Fiat

10. Suzuki
 AUTOMOBILE INDUSTRY IN INDIA

Turnover of Automobile Manufacturers(In USD

Million)
Year In USD Million
2002-03 14,880
2003-04 16,544
2004-05 20,896
2005-06 27,011
2006-07 34,285
• Seventh largest in the world
• First car- 1897
• Chennai- Detroit Of India- 60% of
India’s exports
• Tata Motors, Maruti Suzuki, Mahindra
and Mahindra
• Entry of Japanese companies
• Export to UK, Italy, Germany,
Netherlands & South Africa
AUTOMOBILE MANUFACTURERS
INDIAN BRANDS FOREIGN BRANDS
 Force  Volvo
 Hindustan Motors  Mercedes Benz
 Tata Motors  Hino
 Premier  Tatra
 AMW
 ECONOMIC SIGNIFICANCE
 Optimum utilization of steel and
rubber output
 Largest single consumer
of machine tools.
 Technological advances
 Highway construction
 Growth of truck transportation
 SOCIAL SIGNIFICANCE
• Mobility
• Changing in individual’s
lifestyle
• Impact on social customs
• Growth of shopping malls
• Credit installment buying
• Purchase of consumer goods
 TASK

Interview Service marketing department to

understand-
a) What services are they offering to the
customers?
b) How are they trying to differentiate their
service offer from their competitors?
 MARUTI SUZUKI
 Pratham Motors Pvt Ltd--Division of
Maruti Suzuki
 Subsidiary of Suzuki Motor
Corporation of Japan
 India's largest passenger car company
 Accounting for majority of the
domestic car market.
 14 brands
 150 variants
 Importance to customer delight
 48 % market share
 24 hours services- toll free number
 SERVICES RENDERED TO CUSTOMERS
• Sales service
• After sales service
– Quick reply
– Insurance claim
• Driving facility to all dealers
• Presence of 9 dealers in
Bangalore
 REASONS FOR CUSTOMER PREFERENCE
• No. 1 Company among Fortune 500 in
India.
• World wide 7/8 position.
• Tied up with Wipro, Infosys, IBM,
Microsoft.
• Maruti has some special discount scheme
which are categorized into 3 types
– Diamond

– Ruby
– Emerald
• Special Schemes
 PRODUCT DIFFERENTIATION
• Liener ---(Low maintenance)
• Minier ---(More mileage)
• Fitter ----(Cost of ownership is less)
 BAJAJ AUTO LIMITED
 SS Motors-Service outlet of Bajaj Auto Limited

 Started by a Rajasthani merchant on

November 29th 1945

 M/s Bachraj Trading Corporation Pvt Ltd

  Forbes Global 2000 list for the year

2005 ranked Bajaj Auto at 1946.

 Company worth- more than US$ 1.5billion

 Headed by Rahul Bajaj

 Operations in 50 countries
 LIST OF BAJAJ AUTO PRODUCTS
 Current production-
• XCD 
• Platina 
• Discover 
• Pulsar 
• Avenger
 Motorcycles for other manufacturers-
• Kawasaki Ninja 250R
• Yamaha YZF-R15 (Unsure),
• New for 2011- the KTM Duke 125,
 Cars- Bajaj ULC ultra-low-cost car.
 SERVICES RENDERED
 Insurance
 After sales services
 Repairs and spare parts
 Servicing for all types of bikes
 Wash and Polish bikes
REASONS FOR CUSTOMER PREFERENCE
 Skilled mechanics
 Knowledgeable workforce
 Hygienic workplace
 Easily accessible
 Technically sound
 Friendly behavior
 Authorized services
 Fully automated service
 PRODUCT DIFFERENTIATION
• Completely automated
• Call Breakdown services- 9.00 am- 9.00 pm
• Deals in all sorts of two wheeler services
 FUTURE GROWTH PROSPECTS
• India, sourcing base for global auto
majors.
• Passenger car and motorcycle segment is
set to grow by 8-9%.
• The two-wheeler segment will clock
11.5% rise by 2014.
• Commercial vehicle to grow by 5.2 per
cent.
• Estimated component market size is US$
6.7 bn.
• Rise in Income levels
 CONCLUSION
It has been estimated that by
2022, India will overtake Japan in
the automobile industry
The automotive industry
currently faces huge challenges.
o Technological paradigm
o Volume production
o Increasing regulatory and social
pressures
• Sustainability of its products
• Methods of production.
QUESTIONS