ASSIGNMENT IN MARKETING

ON
MARUTI SUZUKI INDIA LIMITED




BY-
SUMIT SINHA
Sec-b





INTRODUCTION-

Maruti Suzuki India Limited (MSIL, formerly known as Maruti Udyog Limited)
is a subsidiary of Suzuki Motor Corporation, Japan. MSIL has been the leader
of the Indian car market for over two and a half decades. The company has two
manufacturing facilities located at Gurgaon and Manesar, south of New Delhi,
India. Both the facilities have a combined capability to produce over a 1.2
million (1,200,000) vehicles annually.

The company plans to expand its manufacturing capacity to 1.75 million by
2013.

The company offers a wide range of cars across different segments. It offers 15
brands and over 150 variants - Maruti 800, people movers, Omni and Eeco,
international brands Alto, Alto-K10, A-star, Wagon R, Swift, Ritz and Estilo,
off-roader Gypsy, SUV Grand Vitara, sedans SX4, Swift DZire and Kizashi. In
an environment friendly initiative, in August 2010 Maruti Suzuki introduced
factory fitted CNG option on 5 models across vehicle segments. These include
Eeco, Alto, Estilo, Wagon R and Sx4.

In fiscal 2009-10 Maruti Suzuki became the only Indian company to
manufacture and sell One Million cars in a year.

Maruti Suzuki has employee strength over 8,500 (as at end March 2011)

In 2010-11, the company sold over 1.27 Mnvehicles including 1,38,266units of
exports. With this, at the end of March 2011, Maruti Suzuki had a market share
of 44.9 per cent of the Indian passenger car market.

Maruti Suzuki's revenue has grown consistently over the years. (Rs. in Million)

Year Net Sales Year Net Sales
2005-06
2007-08
2009-10
1,20,034
1,78,603
3,01,198
2006-07
2008-09
2010-11
1,45,922
2,03,583
3,61,282



Marketing mix:
The 4ps of marketing:
i)PRODUCT: Product Variety
Quality
Design
Features
Brand Name
Packaging
Sizes
Services
Warranties
Return

ii)PRICE: List Price
Discounts
Allowances
Payment Period
Credit Item

iii)PROMOTION: Sales Promotion
Advertising
Sales Force
Public relation
Direct Marketing
iv) PLACE: Channels
Coverage
Assortments
Locations
Inventory
Transport


Maruti uses these 4ps of marketing very effectively that is why Maruti is the
largest car maker in India.
PRODUCT- Maruti offers a large variety of cars to make the customers choose
from. Like a person choosing his first car will choose a car with good fuel
economy, easy to drive in cities as well as on highways. So Maruti has the
choices such as 800,alto etc. A person purchasing his second or third car will
want a good car has the options to choose from cars such as Wagon r, A star
Sx4 Swift, Ritz etc. A person choosing his SUV will have different options such
as Gypsy, Grand Vitara etc. So Maruti has a large variety of products from
which each and every customer can satisfy his needs. Maruti gives one year
warrantee for its cars. Maruti cars also get a very good resale value after 8-10
years also giving the customers full peace of mind.

PRICE- Maruti understands the mentality of its Indian customers. They want
the best product with minimal price satisfying their needs. Maruti has its 800
meeting all the requirements of the customers and giving them a good fuel
economy and easy to drive in cities. It has a very low price as compared to its
competitors, just Rs 2,10,000. Another good thing in maruti is that they have a
finance option for their customers. They have tie-ups with different banks which
offer the customers easy loan options at a lower rate of interest.



PROMOTIONS- Maruti since the success of its 800 has created a very good
impression on customers mind so the person buying his first car will firstly
think of Maruti and then any other company. Maruti does many advertisements
for the promotion of its products. Maruti advertises its alto, ritz, sx4, dzire etc.
The advertisement of sx4 states that-MEN ARE BACK. It states that the sx4
has mighty muscular looks like a man and is a very comfortable car to drive.
The advertisement of Ritz states LIVE THE MOMENT. It states that if you
purchase this car you will enjoy each and every moment you are in the car
driving or just sitting. Apart from advertisement Maruti also organises some of
its motor sports events such as Raid The Himalayas, The Desert Storm, The
North-South Run etc in which various car owners come with their cars and test
their cars ability and reliability. The after sales service also affects the
promotions of a company. Marutis after sales service is also very good. They
give three free servicing coupons that are valid in each and every authorised
service centres spread all over India. After the sale of a car the company sends a
letter to the customer asking about the experience of purchasing the car and the
performance of the car which also affects its sales.


PLACE- Today Maruti showrooms are placed in each and every city of this
country giving customers a very easy way to purchase the cars. Maruti owners
are not worried about its servicing because they know that wherever they will
go they will get a service centre of maruti. The transporting system of maruti is
so good that it takes only eight to ten days to deliver a car from the factory to
the showroom irrespective of the address of the showroom. Maruti showrooms
have direct tie-ups with the factory to get a car which results in giving the best
to the customers. The placement also plays a very vital role in sales of a
company. Maruti has a very good channel which helps the company to deliver
the car at right time and at right place in India as well as outside India also.



External environment affecting sales
All the things which affects the business and which we cannot control is called
external environment. External environment consists of political and legal
environment which affects the sales and services of the company.
Political environment is how changes in government policy might affect the
business or sales of a particular company.
Political environment comprises of the government in India. If a government
comes that raises the cost of petrol then customers will prefer diesel over petrol
and the company will have to manufacture diesel cars more than petrol cars
affecting the number of petrol cars manufactured but their will be some
customers who will still prefer petrol so the company will have to change the
plan of manufacturing satisfying both diesel as well as petrol cars customers.
Some of the workers in the company may do a strike in the company demanding
for something and will not work for many days. So the demands of the
customers will not be fulfilled resulting in shortage of products resulting in
losses for the company.
If a govt comes that does not believe in exports then the company can no longer
be exporting its product outside India and the company can suffer losses.
The way in which legislation in society affects the business is called Legal
environment.
The government always changes the carbon emission norms of automobiles like
the govt switches from euro1 to euro2 and to euro4 so the company will have to
manufacture cars with engines that will emit carbon below the legal level.
If the company is suffering any type of court cases then the customers may
think bad about the company and will not purchase the product of that company
affecting the sales of the company.
The thinking about different company of different customers may also affect the
sales of the company like a person thinking good about the company will tell
good things to other people but the customers thinking bad about the company
will tell bad things about the company affecting the sales of the company.