Marketing Spend Maruti Suzuki.

ABOVE THE LINE

1. Road Shows : The company plans to stage road shows, to display vehicles in the
pavilions during various college festivals and exhibition. This car will appeal to
youngsters more.

2. Television Advertisements : Advertisements to promote and market our product will be

shown on leading television channels. Major music and sports channels will promote and
they will reach out to the youth will be promoted through Star, Zee, Sony and
Doordarshan etc as it has more viewers.

3. Radio : Radio is the medium with the widest coverage. Studies have recently shown high
levels of exposure to radio broadcasting both within urban and rural areas, whether or not
listeners actually own a set. Many people listen to other people's radios or hear them in
public places. So radio announcements will be made and advertisements will be
announced on the radio about the product features and price, qualities, etc.

BELOW THE LINE

1. Print Ads : Daily advertisements in leading newspapers and magazines will be used to
promote the product. Leaflets at the initial stage will be distributed at railway stations,
malls, college areas and various other locations.

2. Workshops and Seminars : Workshops and seminars will be held in colleges and big
corporate to make people aware about the companies past performance and product
features, its affordability and usage, vast distribution network. Road shows will be
conducted where free trials of the car would be given.

3. Banners, Signs, Pamphlets and Booklets : Hoardings, banners, neon signs displayed at
clubs, discs, outside theatres and shops to promote SWIFT. Booklets and pamphlets
Booklets were to be kept at car showrooms, retail battery outlets, etc for the customer to
read. These booklets provide information about our company; the products offered
which suits the customers need accordingly.

Designing of the advertising budget :

Whenever Maruti launched any brand, it supported that brand with an ad campaign. Marutis
advertising campaigns included TVCs, Radio and Print ads, Point of Sale, Mobile promotions,
online marketing, Outdoor promotions. Marutis advertising strategy focused both on building up
its corporate image and promoting its cars. Marutis campaigns emphasized different aspects of
its cars, including fuel efficiency, looks, space, etc.
a. The car major had spent around Rs 357 crore on brand promotion activities last fiscal
when it saw sales plunging due to a variety of reasons, including prolonged labour unrest
and high interest rates.
b. From near 50 per cent market share in the recent past, the company's share crashed to 38
per cent in the Q4 of 2012 fiscal.
c. Maruti was one of the most active digital advertisers in 2011, especially during the Cricket
World Cup and the fourth season of IPL. Among other campaigns of Maruti Suzuki,

Maruti Cricket Maharathi was the most popular campaign which registered 45,000 app
downloads last year. The app was created by mobile marketing company Affle.
d. Launching certain variants only on internet like BMW has done.
e. The images of the product which is a 360 degree angle view was created virtually online.
On the virtual test drive you could see the road and also take the overall view.

Advertising Channels with Allocations :

1. Newspaper : 40% (Rs. 142.8 Crores) The reason for allocating 40% of the total
advertising budget to newspapers is that it helps in Brand Building,Product Awareness,
Detailed knowledge: company, dealership, product, benefits- if any. Better brand and
product recall.
The allocations for newspaper have to be divided further sensibly taking many external or
internal factors into consideration. The factors can comprise seasonal or festival effects
on the consumer buying behaviour or it can be some government reforms which might
directly or indirectly influence the consumer buying behaviour.
2. Television : 30% (Rs. 107 Crores) The reason for allocating 30% of the total advertising
budget to television is because it helps in Brand Building, Product Awareness ,Patent
technology awareness, Special Features if any.
Audio visual media is always considered to be the most effective advertising channel as it
has a better recall level. Similar to newspapers the allocation of the budget should be
done sensibly taking various factors into consideration which can range all the way from
festival time to a specific time of the day when the viewership will be maximum in order
to get a better recall value. Precautions must be taken while deciding how to utilize the
advertising budget on television as it is one of the costliest and impactful means of
communication. Also due care must be taken while designing the theme of the
advertisement as it might play with consumer emotions or sentiments.

3. Magazines : 10% (Rs. 35.7 Crores) The reason for allocating 10% of the total advertising
budget to magazines is because it helps in Brand Building, Competitive advantage,
Complete technical specifications, Reasons for making it a good purchase, Gives a very
clear picture of how the product is better than its competitors

4. Internet & Social Media : 15% (Rs. 53.55 Crores) The reason for allocating 10% of
the total advertising budget to internet and advertising innovation is because as internet
now a days has become a integral part of our lives it becomes very necessary as a
company to capitalize on this medium and that is the reason why majority of the above
mentioned allocations is internet specific.

5. Hoardings : 5% (Rs. 17.85 Crores) The reason for allocating 5% of the total advertising
budget to hoardings is because it helps in Brand Building, Brand Recall. Hoardings play
an important role in building a brand and helping the consumers to recall it better. The
sole motive of hoarding campaign is that it helps the consumer to stay in touch with the
brand constantly.

References :
http://www.marutisuzuki.com/annual-reports.aspx
http://www.afaqs.com/news/story/38257_Maruti-Suzuki-names-Digitas-as-its-digital-agency
http://www.moneylife.in/article/marketing-sales-advertisements/32258.html
http://www.thehindubusinessline.com/features/brandline/marutis-new-way-oflife/article2735236.ece
http://www.financialexpress.com/news/maruti-adspend-on-swift-is-rs-10-cr/141420
http://www.campaignindia.in/Article/241248,four-indian-winners-at-internationalist-digitalawards-new-york.aspx
http://www.impactonnet.com/node/852
http://www.indiadigitalreview.com/cmo-digital/digital-media-we-should-grapple-more-abouteffectiveness-just-statistics-shashank-srivast
http://www.scribd.com/doc/83052413/Add-Spend-on-Swift