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Team Members:
Anitta Thomas Ajay M Varghese Abilu Kunjumon Antony Jose Farzana Chaithra Thamban
INTRODUCTION
INTRODUCTION
The largest industries and a key sector. Industry started from 1991.
COMPARISON
MARUTI SUZUKI
Largest car producer in India. 52% share in passenger cars. Complete monopoly in multi purpose vehicles.
Strategy adopted.
MOTORS
Established in 1996.
Fifth largest automobile company.
34000
33000
32000
31000 30000 29000 28000 27000 2010 29500 2011 30306 2012 33900 Units Sold
COMPARISON
PARAMETERS
MARUTI SUZUKI
HYUNDAI MOTORS
ESTABLISHED
1983
1996
GROWTH
24.8%
12.2%
DEALERS
933
241
PLANT CAPASITY
8,50,000 units
1,20,000 units
ANNUAL SALES
12,71,005 units
6,16,039 units
Market Follower
TATA MOTORS
Tata motors were established on September 1, 1945. consolidated revenues of INR 1,65,654 crores (USD 32.5 billion) in 2011-12
Products
Tata has a very wide range of products :passenger cars, utility vehicles, Trucks, Commercial passenger Carriers.
1998-Tata Motors developed, the Tata Indica India's first fully indigenous passenger car.
Results
FY 2010-11
Cumulative Sales 70,432
FY 2011-12
74,527
The sales are progressively increasing with good response to the Nano 2012. 6% increase compared to last FY.
SWOT Matrix
Strengths
Brand Image Dealers and service network Large shareholders base for capital
Weaknesses
few models lined up
Opportunities
largest aspiring middle class
prospective buyers from 2-
Threats
strong competition
safety and realibility aggressive policies by maruti
wheeler segment
MARKET NICHER
founded in 1994.
On May 26, 2010, Mahindra & Mahindra bought a 55.2% controlling stake in Reva.
first-generation Reva did not find takers repeated need to charge the batteries, limited top speed and seating capacity.
SEGMENTATION TARGETING
POSITIONING
SEGMENTATION
SEGMENTATION DEMOGRAPHIC-
The economic segment caters to the need of the rural and the semi urban population, whereas the mid range segment takes care to the needs of all the 3 i.e rural , semi-urban and urban population. The luxury segment takes care of the semi-urban and the urban population and as there are no cars of maruti in the super-premium segment so the needs of the affluent class is not fulfilled.
Segmentation Approaches
Consumer Responses Benefits Usage Loyalty Status
TARGETING
Maruti Udyog Limited (MUL) was established in Feb 1981 through an Act of Parliament,
To meet the growing demand of a personal mode of transport caused by the lack of an efficient public transport system
1984present
at initial price of Rs. 47,500.
1990-1994
1984present
India's Population has a majority of middle income and lower income. Value for money
POSITIONING
There are various taglines associated with different maruti cars which signifies the uniqueness of each car on its own, like the tagline for alto-Lets Go In An Alto, for swift-You Are The Fuel and Men Are Back for SX4. These taglines completely associates all these cars. By reading the tagline one gets inspired and becomes eager to drive the car which the whole country is driving.
In 1983, its competitors were outdated Ambassadors and Padminis. Now it competes with the likes of Santro, U-VA, Figo and Micra.
Small is beautiful Soon after the Maruti 800 paved its way onto
the Indian turf, the price-conscious Indian consumer was instantly enamored by its value proposition. When pitched against the bulky Ambassadors and the Padminis, it was light in weight. As compared to its gas-guzzling counterparts, it was fuel-efficient.
PRODUCTS OF MARUTI
Mini -Maruti 800, Alto , Alto K10, A-Star ,Wagon - R Compact - Swift ,Estilo , Ritz Super Compact- Dzire Mid Size -SX4 Executive - KIZASHI Utility Vehicle - Grand Vitara, Ertiga ,Gypsy Vans -Omni , Eeco
While Alto went on to become the largest selling car for Maruti
Suzuki (currently selling close to 30,000 units a month), Products like the Baleno and the Versa failed to create any ripples in the Indian market. But in 2005, the Swift was launched and the rest was history. The car has sold over 5 lakh units in the first six years in the Indian market.
Ertiga..!!
ERTIGA
The recent launch of the Maruti Suzuki Ertiga has received very good response and the company has managed to receive a stellar 15000 bookings in just 7 days. More than 35000 Bookings in the first month. While we still need to see how the Ertiga performs over a longer period of time, the market seems to have accepted the Ertiga quite well already The Ertiga is currently the only vehicle in its segment and that is where Maruti Suzuki has a huge advantage. Price starts at 7,00,000
Upcoming Launches..!!
Wagon-R Diesel
Pricing..!!
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. But Grand Vitrara& KIZASHI are the high price model of the company. The price of car is decided according to its product Varity, quality, design
Maruti Suzuki India eyes new strategies to woo first time buyers With the passenger car sales declining over the past two months over spiralling fuel prices and high interest rates, Indias largest car manufacturer, Maruti Suzuki India, is working on customer specific marketing strategy to increase its sales among the first time buyers, a company official said.
PROMOTION
Medium of Promtion: Advertising TV Ads, Print Ads Digital Marketing - Internet, Telephone Place Advertising - Bill boards TV Shows Indias got talent
Sales Promotions Product warranties, Premiums, Trade shows etc. Rural Marketing - Road shows with film screenings. Social Media Word of Mouth Digital Medium has surpassed all other medium.
Place
Place
Marketing mix tool
Direct and indirect channel Geographical coverage Innovative approach - True Value Service
Exports
The main international market of Maruti Suzuki includes Ethiopia Uganda Chile Europe
Sri Lanka
Morocco Costa Rica