PROJECT REPORT

ON

“MARKETING STARTEGIES OF MARUTI SUZUKI”

Submitted in Partial Fulfilment for the Award of the
Degree of
BACHELOR OF BUSINESS ADMINISTRATION
2023-2026

BACHELOR OF BUSINESS ADMINISTRATION 2023-2026

UNDER THE GUIDANCE OF

Ms. DEEPIKA
ASSISTANT PROFESSOR, FIMT
SUBMITTED BY:
LAKSHAY
Enrollment No.
00190101723
BBA(G) 2A
FAIRFIELD INSTITUTE OF MANGEMENT AND TECHNOLOGY

1
 TABLE OF CONTENTS

Student Declaration ii
Certificate from Guide iii
Acknowledgement iv

PART-I INTRODUCTION
1.1 Marketing Strategy 7
1.2 About Automobile Industry 14
1.3 History of Automobile Industry 15

PART- II COMPANY PROFILE 20

PART- III OBJECTIVE OF THE STUDY 33

PART- IV RESEARCH METHODOLOGY 36

PART- V LIMITATIONS OF THE STUDY 40

PART- VI DATA ANALYSIS AND INTERPRETATION 43

PART- VII CONCLUSION 51

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 STUDENT UDERTAKING

This is to certify that I have completed the Project titled “MARKETING

STARTEGY OF PATANJALI” under the guidance of “Ms. Deepika” in
partial fulfilment of the requirement for the award of the degree of
Bachelor of administration [G]) at Fairfield institute of Management
and Technology, New Delhi. This is an original piece of work and has
not been submitted anywhere else.

NAME OF THE STUDENT

LAKSHAY

STUDENT SIGNATURE

3
 CERTIFICATE

This is to certify that the project titled “MARKETING STARTEGY OF

PATANJALI” is an academic work done by "LAKSHAY” submitted in the
partial fulfilment of the requirement for the award of the degree of
Bachelor of Business Administration Fairfield institute of management
and technology, Delhi under my guidance and direction. to the best of
knowledge and belief the data and information presented by him in
the project has not been submitted earlier.

Ms. Deepika

SIGNATURE OF FACULTY GUIDE

4
 ACKNOWLEDGMENT

I express my sincere gratitude and thanks to Ms. Deepika for giving me

an opportunity to enhance my skill in my project. I am thankful for her
guidance, patience, and consummate support. I extend my heartiest
thanks to her for enlightening my path. Without her sincere advice,
this project has been impossible. Moreover, I would also like to thank
the various people who were involved with this project and gave me
invaluable guidance in this regard. Without their help, this project
would not have been as comprehensive and detailed as it is. I also feel
grateful and elated in expressing my indebtedness to all those who
have directly or indirectly helped me in accomplishing this research.

5
CHAPTER-1
INTRODUCTION

6
Marketing Strategy:
➢ What It Is?
➢ How It Works?
➢ How to Create One?

This Photo by Unknown Author is licensed under CC BY-SA-NC

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What Is a Marketing Strategy?

A marketing strategy refers to a business’s overall game plan to

facilitate the buying and selling of its products or services. A marketing
strategy determines how to reach prospective consumers and turn
them into customers. It contains the company’s value position, key
brand messaging, data on target customer demographics, and other
high-level elements.
A thorough marketing strategy covers the four Ps of marketing:
product, price, place, and promotion.

KEY TAKEAWAYS
• A marketing strategy is a business’s game plan for reaching
prospective consumers and turning them into customers of their
products or services.
• Marketing strategies should revolve around a company’s value
proposition.
• The goal of a marketing strategy is to achieve and communicate a
sustainable competitive advantage over rival companies.

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Understanding Marketing Strategies
A clear marketing strategy should revolve around the company’s value
proposition, which communicates to consumers what the company
stands for, how it operates, and why it deserves its business. This
provides marketing teams with a template that should inform their
initiatives across all the company’s products and services. For example,
Walmart (WWT) is widely known as a discount retailer with “everyday
low prices,” whose business operations and marketing efforts are
rooted in that idea.

Marketing Strategies vs. Marketing Plans

The marketing strategy is outlined in the marketing plan—a document
that details the specific types of marketing activities that a company
conducts and contains timetables for rolling out various marketing
initiatives. Marketing strategies should ideally have longer life spans
than individual marketing plans because they contain value
propositions and other key elements of a company’s brand, which
generally hold constant over the long haul. In other words, marketing
strategies cover big-picture messaging, while marketing plans
delineate the logistical details of specific campaigns. For example, a
marketing strategy might say that a company aims to increase
authority in niche circles where their clients visit. The marketing plan
puts that into action by commissioning thought leadership pieces on
LinkedIn.

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 Benefits of a Marketing Strategy

The goal of a marketing strategy is to achieve and communicate a

sustainable competitive advantage over rival companies by
understanding the needs and wants of its consumers. Whether it’s a
print ad design, mass communication, or a social media campaign, a
marketing asset can be judged based on how effectively it
communicates a company’s core value proposition.

Market research can help chart the efficacy of a given campaign and
can help identify untapped audiences to achieve bottom-line goals and
increase sales.
How to Create a Marketing Strategy Creating a marketing strategy
requires a few steps. Here are some of the steps you should consider
when creating your marketing strategy.
1. Identify your goals: While sales are the goal for every company, you
should have more short-term goals such as establishing authority,
increasing customer engagement, or generating leads. These smaller
goals offer measurable benchmarks for the progress of your marketing
plan. Think of strategy as the high-level ideology and planning as how
you accomplish your goals.
2. Know your clients: Every product or service has an ideal customer,
and you should know who they are and where they hang out. If you
sell power tools, you’ll choose marketing channels where general
contractors may see your messaging. Establish who your client is and
how your product will improve their lives.
3. Create your message: Now that you know your goals and who you’re
pitching to, it’s time to create your message. This is your opportunity

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to show your potential clients how your product or service will benefit
them and why you’re the only company that can provide it.
4. Define your budget: How you disperse your messaging may depend
on how much you can afford. Will you be purchasing advertising?
Hoping for a viral moment on social media organically? Sending out
press releases to the media to try to gain coverage? Your budget will
dictate what you can afford to do.
5. Determine your channels: Even the best message needs the
appropriate venue. Some companies may find more value in creating
blog posts for their website. Others may find success with paid ads on
social media channels. Find the most appropriate venue for your
content.
6. Measure your success: To target your marketing, you need to know
whether it is reaching its audience. Determine your metrics and how
you’ll judge the success of your marketing efforts.

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Why Does a Company Need a Marketing Strategy?
A company needs a marketing strategy for several important reasons: 1. Clear
Direction: A marketing strategy provides a clear direction for the company by
outlining its marketing objectives, target audience, and positioning in the
market. It serves as a roadmap for all marketing activities, ensuring alignment
with overall business goals.

2. Market Differentiation: In a competitive market, a marketing strategy helps a

company differentiate its products or services from competitors. By identifying
unique selling points and communicating them effectively to consumers, the
company can stand out and attract customers.

3. Resource Allocation: A marketing strategy helps allocate resources effectively

by prioritizing marketing initiatives based on their potential impact on sales
and profitability. It ensures that resources such as budget, time, and personnel
are utilized efficiently to achieve the best possible results.
4. Customer Understanding: Through market research and analysis, a
marketing strategy helps the company understand its target audience,
including their needs, preferences, and behaviors. This enables the company to
tailor its marketing efforts to better meet customer expectations and build
stronger relationships.
5. Revenue Growth: Ultimately, a marketing strategy is crucial for driving
revenue growth. By attracting new customers, retaining existing ones, and
increasing customer loyalty, the company can generate more sales and
profitability over time.

In summary, a marketing strategy is essential for guiding a company's

marketing efforts, differentiating it from competitors, allocating resources
effectively, understanding and engaging customers, driving revenue growth,
adapting to market changes, and building a strong brand presence. Without a
well-defined marketing strategy, a company may struggle to effectively reach its
target audience and achieve its business objectives.

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 What Do the Four Ps Mean in a Marketing Strategy?

The four Ps in marketing strategy, also known as the

marketing mix, are a framework used to define the key.
1. Product: This refers to the actual goods or services offered to the target
market. It involves product design, quality, features, branding, packaging, and
other aspects related to what the company is offering.
2. Price: This refers to the amount of money customers have to pay to
acquire the product or service. Pricing strategies include competitive pricing,
skimming pricing, penetration pricing, and value-based pricing, among others.
3. Place: Also known as distribution, this refers to the channels and
locations through which the product or service is made available to the
customers. It involves decisions related to distribution channels, logistics,
warehousing, and retailing.
4. Promotion: This refers to the marketing activities undertaken to
communicate the benefits of the product or service to the target market and
persuade them to make a purchase. It includes advertising, sales promotion,
public relations, direct marketing, and personal selling.

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 ABOUT AUTOMOBILE INDUSTRY

The Indian automobile sector is one of its most vibrant

industries. The industry accounts 22per cent of the country’s
manufacturing gross domestic product (GDP). The automotive
industry in India is the fourth largest by production in the
world as per 2021 statistics. It comprises of passenger cars,
two-wheeler, threewheelers, and commercial vehicles. As of
2023, India is the third largest automobile market in the world
in terms of sales. The Indian auto market has the potential to
dominate the global auto industry. The contribution of this
sector to the National GDP has risen to about 7.1% now from
2.77% in 1992-93. It provides direct and indirect employment
to over 19 million people. The next few years are projected a
show solid but cautious growth due to improved affordability,
rising incomes and untapped markets. All these open an
opportunity for automobile manufactures in India. In the
automobile market in India, Two-wheelers and passenger cars
accounted for 77% and 18% market share respectively during
the year 2021-22. Passenger car sales are dominated by small
and midsized cars. Export of the total number of automobiles
increased from 4,134,047 in 2020-21 to 5,617,246 in 202122,
registering a growth of 35.9% India aims to double its auto
industry size to Rs. 15 lakh crores by end of year 2024.

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 HISTORY

The first car on Indian roads ran in 1897. Until the 1930s, cars
were imported directly, but in very small numbers.
Government of India and the private sector launched efforts to
create an automotive component manufacturing industry to
supply to the automobile industry. In 1953, an import
substitution program was launched, and the import of fully
built-up cars began to be restricted. The growth was relatively
slow in the 1950s and 1960s due to nationalization and the
license raj which hampered the Indian private sector. Total
restrictions for imports of vehicles were set and after 1970
automotive industry started to grow, but the growth was
mainly driven by tractors, commercial vehicles, and scooters.
Can was still a major luxury item. In the 1970s price controls
were finally lifted, inserting a competitive element into the
automobile market. By the 1980s, the automobile market was
still dominated by Hindustan and Premier, who sold
superannuated products in limited numbers. During the
eighties, a few competitors began to arrive on the scene. To
promote the auto industry the government stared the Delhi
Auto Expo which was had its debut showcasing in 1986. The
Auto Expo of 1986 was a window for technology transfers
showing how the Indian Automobile Industry was absorbing
new technologies and promoting indigenous research and
development for adapting these technologies for the rugged
Indian condition.

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ADVANTAGE OF AUTOMOBILE INDUSTRY IN INDIA RISING
INVESTMENT

RISING INVESTMENT
• FDI inflow in the automobile sector stood at $25.40 billion between April
2000December 2020.

• The Government of India expects automobile sector to attract $8-10

billion in local and foreign investments by 2023.

GROWTH
• Rising middle-class income and a huge youth population will result in
strong demand.

OPPORTUNITIES
• India could be a leader in shared mobility by 2030, providing opportunity
for electric and autonomous vehicles. • Focus is shifting to electric vehicles
to reduce emissions.
• The electric vehicles industry is likely to create five crore jobs by 2030.

POLICY SUPPORT
• The Automotive Mission Plan 2016-2026 is a mutual initiative by the
Government of India and the Automotive Industry to lay down the roadmap
for development of the industry.

PORTER’S 5 FORCE MODEL IN THE AUTOMOBILE INDUSTRY

1. Bargaining Power of Buyers Increasing • Increases awareness among

consumers has raised expectations.
• Product differentiation via new features, improved performance and after
sales support.

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 • Buyers are price sensitive, and their decision is often based on how much
does a vehicle cost.

2. Bargaining Power of Suppliers- Low

• Large number of suppliers.
• Materials widely accessible
• Automotive players are rationalizing their vendor base to achieve consistency
in quality.

3. Threat from Substitutes- Low • There are many alternative types of

transportation, such as bicycles, motorcycles, trains, etc.

• Substitutes can offer the same convenience. • Alternative types of

transportation almost always cost less and sometimes are more environment
friendly.

4. Industry Rivalry- High

• There is keen competition in different consumer segments. • New
multinational players may enter the market.

5. Threat from New Players- Increasing • Most of the major global players are
present in the Indian Market; a few more are expected to enter.
• Few legal barriers to protect existing companies from new entrants.
• New entrant could easily access suppliers and distributors.

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 TRENDS IN THE INDIAN PASENGER CAR INDUSTRY

Distribution System:
Manufacturing INDIAN Auto Finance:
changing relationship of
Technologies: Flexible Better/Cheaper
manufactures with
manufacturing systems
dealers and suppliers
schemes

Structure of Demand:
Regulatory framework:
Change in industry
Deregulation,
segmentation
Delicensing, Removal of
components:
ORs, Introduction of
Tierisation, Tyres:
strict emission norms
Radicals, retreading

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 CHAPTER-2

COMPANY PROFILE

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 MARUTI SUZUKI

INTRODUCTION

Maruti Udyog Limited is largest Indian automobile company. It was

established in February 1981, though the actual production
commenced in 1983. The company a joint venture with Suzuki of
Japan. It started with Maruti 800, based on the Suzuki Alto Kei car
which at that time was the only modern car available in India. The
very first factory of Maruti Suzuki was established in Gurgaon,
Haryana.

The Company Mission:

To provide a wide range of modern, high-quality fuel-efficient
vehicles in order to meet the need of different customers, both in
domestic and export markets.

The Company Vision:

We must be an internationally competitive company in terms of our
products and services. We must retain our leadership in India and
should also aspire to be among the global players. Their focus is on:
• Building a continuously improving organisation adaptable to quick
changes
• Providing value and satisfaction to the customer
• Maximising Shareholder’s value
• Being a responsible corporate citizen
• Aligning and fully involving all our employees, suppliers and dealers
to face competition.

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At Maruti, they have a clear perspective on manpower. They see it a unique
resource, in the sense that optimal productivity of other resources depends
largely on the way human resources are utilised. The basic philosophy of
management that underlines the Maruti culture is that all employees of the
company should be moulded into a team which then strives as one, to achieve
commonly shared company goals and objectives. To make this philosophy
tenable, the Company takes several initiatives. Inputs are sought from
employees at all levels. They believe that everyone should contribute to the
formulation of company policies, goals and objectives. Secondary, at Maruti
they encourage leadership in the best sense of the word. According to us, a
leader is one who must be impartial, must have the ability to rise above his
own subjectively, and most importantly, must practice what he preaches. They
understand that the process of creating a sense of belonging that all employees
can identify with is a lengthy one. To ensure that this translates into concrete
reality, they have taken several simple but specific and well thought out
measures. Another focus area of the Maruti culture is the maintenance of a
smoothly functioning communication network. Maruti believes that
communication channels between labour and management cannot simply
consist of having a labour representative on the Board of the Company. They
have faith in the ability of labour to effectively participate in management and
make constructive suggestions. To encourage this, they ensure that there is a
thorough dissemination of information at all levels, through newsletters or via
a letter from the Chief Executive to all employees. Meetings with the union are
held regularly, and programmes being contemplated by the Company are
discussed with the Union.

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Objectives:

1. Modernization of the Indian Automobile industry

2. Production of fuel-efficient vehicles to conserve scare resources.
3. Production of large number of motor vehicles, which was necessary for
economic growth.

Achievements/ recognition:

1. The company takes great pride in sharing that customers have rated
Maruti Suzuki first once again in Customer Satisfaction Survey
conducted by independent body, J.D.Power Asia Pacific. It is 9th time
in a row.
2. Maruti Suzuki wins 'Golden Peacock Eco–Innovation Award'
3. Maruti Suzuki Ranks Highest in Automotive Customer Satisfaction in
India for Ninth Consecutive Year.
4. Maruti Suzuki becomes the first Indian car company to export half a
million cars.

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 Market Liberalization

In 1989, the Maruti 1000 was introduced and the 970 cc, three-box was India's first
contemporary sedan. By 1991, 65 percent of the components, for all vehicles
produced, were indigenized. After the liberalization of the Indian economy in 1991,
Suzuki increased its stake in Maruti to 50 percent, making the company a 50-50 joint
venture with the government of India as the other stakeholder.

In 2000, Maruti became the first car company in India to launch a call centre for internal
and customer services. The new Alto model was released. In 2001, Maruti True Value,
selling and buying used cars was launched. In October of the same year, the Maruti
Versa was launched. In 2002, Esteem Diesel was introduced. Two new subsidiaries
were also started: Maruti Insurance Distributor Services and Maruti Insurance Brokers
Limited. Suzuki Motor Corporation increased its stake in Maruti to 54.2 percent.

In 2006 Suzuki and Maruti set up another joint venture, "Maruti Suzuki Automobiles
India", to build two new manufacturing plants, one for vehicles and one for engines.
Cleaner cars were also introduced, with several new models meeting the new Bharat
Stage III emission standards. In February 2012, Maruti Suzuki sold its ten millionth
vehicle in India. In July 2014 it had a market share of more than 45%. In May 2015, the
company produced its fifteen millionth vehicle in India, a Swift Dzire.

On 25 April 2019, Maruti Suzuki announced that it would phase out production of
diesel cars by 1 April 2020, when the Bharat Stage VI emission standards come into
effect. The new standards would require a significant investment from the company to
upgrade its existing diesel engines to comply with the more stringent emission
standards. Chairman R.C. Bhargava stated, "We have taken this decision so that in 2022
we are able to meet the corporate average fuel efficiency (CAFE) norms and a higher
share of CNG vehicles will help us comply with the norms. I hope the union
government's policies will help grow the market for CNG vehicles." Diesel cars
accounted for about 23 percent of Maruti Suzuki's annual sales.

The company plans to launch its first electric car in the second half of 2021, the Maruti
Suzuki Wagon R Electric, and a test mule of the same has been spotted several times
recently.

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MARKETING STRATEGIES OF MARUTI
SUZUKI

In earlier days when the market was dominated by only few brands, Maruti Suzuki
entered the Indian Market with different strategy. Due to aggressive competitors
today Maruti Suzuki believes in Innovative marketing Strategies. With the changing
needs, wants & requirements of customers and markets, Maruti Suzuki altering their
Brand Positioning, Advertising and Distribution Strategy.

BRAND POSITIONING STRATEGY:

Brand Positioning is the most vital concept in a brand’s image. Brand positioning is also
linked with managing a brand’s meaning. Today several brands of cars are positioning
themselves on the features like Price, Comfort dimensions, Safety Mileage etc.
Currently Maruti Suzuki followed a very effective multi-segmentation strategy to grab
the different segments of the market with different versions of its brands. About brand
positioning Mayank Pareek says that Maruti Suzuki believe in research and before
launching a product the Maruti team does extensive research on the needs of the
customer. Maruti try to understand the customer’s demography and psychology to
position a brand. Also, the company follows the suggestions made by existing
customers.

PROMOTIONAL STRATEGY:
Every company is it a big or small needs an innovative promotional strategy because
promotional campaigns tend to have a huge effect on the reception of the product.
Maruti Suzuki India Ltd. Has a formidable line-up of vehicles in its stable and has been
quite aggressive about promoting each of its automobile brands. In 2000, Maruti
Suzuki cut the prices of few models like Wagon R, Omni and Maruti 800 because Maruti
knew very well that the Indian consumer is very sensitive about price and this price cut
will be beneficial for company. In 2002, to attract customers Maruti Suzuki launched
attractive campaign like- Change Your Life. The company also offered vehicle insurance
for One rupee only. In this campaign the customers were asked to write down the
chassis and engine number of their vehicles on the entry form and had to answer the
question. In the contest the winners were chosen by a draw of lots and were entitled
to gifts worth Rs.50 million. In 2004, Maruti introduced the ‘2599’ offer under which
by paying an EMI of Rs.2599 for seven years after a down payment of Rs.40,000, a
consumer could buy a Maruti 800. In 2004, Maruti introduced the ‘Teacher Plus’

24
scheme in a tie up with SBI. In this scheme the bank offered reduced rates of interest
for teachers who were interested in buying a new car. Rural India is a fast emerging as
a focus area in the company’s economy. Maruti knew that there is a great potential in
rural markets, endorsements of opinion makers take precedence over an informed
objective judgement. Considering this fact, Maruti Suzuki launched a panchayat
scheme for such opinion makers who covers the village. Sarpanch, doctors and
teachers in government institutions, rural bank officers where are an extra discount is
given to make a sell. As part of customer engaging strategy and to attract potential
customers Maruti organized various melas wherein local flavor is added by organizing
traditional social activities like Gramin Mahotsav. As a part of promotional approach
Maruti also promoted Swift and other brands through sponsoring live programs like
Dance India Dance.

ADVERTISING STRATEGY:
Advertising is one aspect of brand building. Wherever Maruti launched any brand, it
supported that brand with a campaign. Maruti’s advertising campaigns included TVs,
Radio and Print ads, Point of Sales, Mobile promotions, online marketing, Outdoor
promotions. Maruti’s advertising strategy focused both on building up its corporate
image and promoting its cars. Maruti’s campaign emphasized different aspects of its
cars, including fuel efficiency, looks, space, etc. In the late 1990s, Maruti’s advertising
campaigns were handled by Lowe India (later known as Lowe Lintas &Partners, India)
and Rediffusion DY&R. While advertising related to Esteem, Zen and Baleno were
handled by Lowe India and the ad campaign of Maruti 800, Gypsy, Omni and Wagon-R
were handled by Rediffusion. With an intension to promote all brands effectively, in
2000 Maruti decided to appoint Capital Advertising. In 2003, Maruti Suzuki came up
with an innovative advertising that became popular for its simplicity and clear
message.

DISTRIBUTION STRATEGY:

Distribution is an important marketing mix. In earlier days the consumers used to book
for a car and wait than a year to buy it. Also, the concept of Showrooms was non-
existent. Even worse thing was the state of the after-sale services. With the objective
to change this scenario and to offer better service to customers, Maruti took initiative.
To gain competitive advantage, Maruti Suzuki developed a unique distribution
network. Presently the company has a sales network of 802 centres in 55 towns and
cities and provides services support to customers at 2740 workshops in over 1335
towns and cities. The basic objective behind establishing the vast distribution network
was to reach the customers even in remote and deliver the products of the company.
The company has formed the Dealer territories and the concept of competition among

25
these dealers’ bas been brought about. Periodically corporate image campaigns in all
dealerships are carried out. In 2203, to increase the competition the company
implemented a strategy for its dealers to increase their profitability levels. Special
awards were sometimes given by company for sales of special categories. Maruti
Suzuki had given an opportunity to dealers to make more profits from various avenues
like used car finance and insurance services. In 2001, Maruti started initiative known
as “Non-Stop Maruti Express Highway”. As a part of this initiative Maruti developed
255 customer service outlets along with 21 highway routes by 2001-02. Also, with an
intention to provide fast service in less time Maruti had offered Express service Facility.
In the year 2008, Maruti had near about 2,500 rural dealer sales executives, among the
total 15,000 dealer sale executives.

MARKETING MIX
The basic elements of marketing mix of a company are a P's (Product, Price, Place and
Promotion). The 4 's of marketing helps in determining the various marketing strategies
adopted by the company.

Product line Products

A1(MIRAI) 800
A2(COMPACT/HATCHBACK) ALTO, SWIFT, RITZ,CELERIO
A3(MID-SIZE) SWIFT
UTILITY VEHICLE DZIRE, SX4 GYPSY,
MULTI PURPOSE VEHICLE OMNI ECCO

The cars have abo been divided into its various variants depending on the type of fuel
used. Some cars have been rolled out for use with both petrol and diesel with rising
prices of petrol, there is a sharp demand for diesel-run vehicles. Also, Maruti Suzuki
has two of its cars with CNG fitting too. These are vehicles that run on CNG. Examples
of CNG run cars are Alto 800, Ecco, Wagon R. Celerio, Ertiga and SX4. By the year 2015,
Maruti Suzuki is planning to launchan electric car by the name Swift Hybrid, which will
be a hatchback car.

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PRICE:
The prices of the cars of Maruti Suzuki have generally been set to target the lower
middle class and middle-class families in India. Their pricing strategy is based on their
continuing vision off-putting India on Four Wheel". Their prices are so designed as to
enable people to upgrade from 2-whockers to 4-whoelers and already 4-whecker
owners to upgrade to a better 4- wheeler offered by the company, in 2007, though the
company changed is price strategy as it was being labelled as low-price small car
manufacturer. They launched plans of a new car in the premium car segment, Maruti
Suzuki Kizashi to remove this.

PLACE:
This is one part of the marketing mis where Maruti Suzuki has an advantage over all is
competitors due to their presence in the country for the longest time as compared to
is rivals. they enjoy a well distributed and an extensive network of car sale outlets.
exclusive showrooms authorized service stations, true value outlets. Maruti Suzuki has
two state-of-the-art manufacturing facilities setups in Gargon and Manesar to the
south of Delhi the combined capacity for the two planes is 1.2 million vehicles on an
annual bask. Some numbers showing the extensive network for Maruti Suzuki are
Showrooms and Car Sale Outlets - 933 covering 668 cities. 13 Authorised Service
Stations - 1845 covering 1395 cities.

The True Value Outs were started with a view to retain the customers under exchange
programs enabling the customers to upgrade their existing car models. Later these
outlets were converted to be a different vertical business unit of Maruti Suzuki Led. to
capture the market for used cars in India based on the high resale value of Maruti
Suzuki cars giving up to 70 percent return on resale.

PROMOTION:
The company has for most of its years of operation targeted the Indian middle-class
families as their main consumers. That's why their promotional strategy has always
been to create an emotional connect with the audience. Maruti Suzuki Ltd. has used
various media of promotion.

TV - There has been a lot of advertisements through this media as most of the target
audience connects to Maruti Suzuki through its emotional TV commercials company
touches everyone irrespective of their demographics, one. occupation etc. There is
always an advantage with a connection us made with the audience through audio-
visual means as it supposed to leave an ever-lasting impact on the consumers.

27
Print Media - The Company has also used newspaper, magazines to promote its product
to the consumers.
Radio - The Company also uses radio as an important media for advertising is product
line. is sponsors certain shows on air, events woe as made listeners etc.

Apart from this, Maruti Suzuki Ltd. has also partnered with certain TV shows Ike "India's
Got Talent" and provides sponsorships to certain famous events to make its presence
felt. The company is also involved in certain CSR activities mostly around its
manufacturing units to make people grow with the company. This all helps in creating
a visibility and goodwill for the company for the non-existent customers and hence,
increasing the sales.

There are strategies alliances that Maruti Suzuki Led. has entered with many banks,
insurance firms to provide its customers with financing and insurance products for
making the process of purchase of car easier for them. Maruti Suzuki also provides is
customers with "Auto Card". This is a loyalty program introduced by the company to
retain the customers and to increase the company's brand loyalty. Under this program,
every now customer gets initial brownie points equal to 100 points on purchase of a
car. Afterwards, on every purchase of Rs. 100 for any Maruti Suzuki product (including
car-servicing), customers earn 3 points. Moreover, they can earn 3000 points when
they upgrade from one Maruti Suzuki car to another Maruti 14 Suzuki car.

On referrals they can came up to 1000 ports if the referral gets converted into a sale.
The Company also conducts mega camps where they provide AC and pollution checks,
complimentary car wash to its customers to improve customer relations Maruti Suzuki
Ltd. also has an extensive CRM program to manage is relationships with customers.
Apart from all this, the company also has various seasonal campaigns to target the
audience like festival times to capture the celebration mood of people and convert it
into a sales Festivals like Navratri, Diwali etc, are times when huge discounts or other
gifts are offered by the company.

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SEGMENTING, TARGETING AND POSITIONING
Based on the economic strata the Indian automobile consumer segment is divided in
five categories: - • Economy (priced less than 3 lakhs)
• Mid-Range (priced between 3-5 lakhs)
• Luxury (priced between 5-10 lakhs)
• Premium (priced between 10-20 lakhs)
• Super Premium (priced above 20 lakhs)

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 three i.e. rural, semi
urban and the urban population. The luxury segment takes care of the semi urban and
the urban population there are no cars of Maruti Suzuki in the super premium
segment, so the need of the affluent class is not fulfilled.

TARGETING:
▪ Maruti is segmented also based on income groups present in the country i.e.
the people having an income of3 lakhs per annum consider cars of economy
range which are Alto and Omni.

▪ People falling in the income range of 3-5 lakhs per annum consider the midrange
segment of Maruti cars which include A-Star, Swift and Ritz. The people with an
income more than 5 lakhs per annum mainly consider cars in luxury and
premium segment of Maruti cars such as SX4. Swift Dezire etc.

▪ Maruti faces still competition from Chevrolet Beat, Tata Indica, Fat Punto, and
Hyundai 110 in the automobile sector Maruti provides all the basic features
which are required in a car as a by a customer, so it is clearly the market leader
in the Indian automobile sector.

29
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 was 'Let's Go in An Alto, for
Swift it was "You Are the Fuel" and for SX4 it was "Men Are Back". These taglines
completely associate all these cars.

REPOSITIONING:
Since the demand of the Indian consumer has risen and abo a stiff competition faced by
Maruti in the car segment has forced Maruti to reposition some of its product and to
discontinue some products which were not making profits. Omni has been given a major
facelift in terms of interiors and exteriors and the new version called Omni Cargo was launched
in the market for the people who wanted a car to travel, and abo carry the cargo carried by
them. Wagon- R was perceived as dull boxy car when it was lunched. Then further
modifications were made in engine to increase performance and a facelift in the form of
sporty looking 16 grills on the roof Now it's of the most successful models in Maruti The
production of Zen was stopped as the demand for a product which involved recent technology
was required. Hence the new Zen Estillo was launched into the market. The most important
result of the research of Maruti Suzuki was the innovation of the KSeries engines. The
company's next generation, K- Series engines employ a plethora of state- of the-art
technologies to deliver on all these fronts. These engines were said to be leaner, meaner, and
thinner than the rest of the engines used by the other companies. These engines were more
fuel efficient and sitter than the engines which Maruti Suzuki earlier used.

PHASING OUT OF CERTAIN MODELS:

Maruti Suzuki's first sedan Esteem (formerly called Maruti 1000) was phased out slowly due
to availability of other cars with better features at the same price from its competitors stable.

It was soon replaced by Swift Dezire to gain back the lost market share. The production of
Baleno was stopped in 2011 to make way for a new model as part of the company’s strategy
to bring new models to the market.

30
PORTER’S 5 FORCE MODEL IN THE AUTOMOBILE INDUSTRY

 THREATS OF NEW ENTRANTS INCREASING:

Although most of the major global players are present in the Indian market, few more
are expected to enter due to the welcoming government policies.

 THREAT OF SUBSTITUTE:
LOW TO MEDIUM Maruti Suzuki faces threat from consumers shitting to hybrid or
electric cars. Currently, the electric car market in India is dominated by sole player Reva
Electric Car Company, however brands like Tata Motors, Chevrolet and Nissan are also
planning to launch their electric car in the future.

 BARGAINING POWER OF SUPPLIER:

LOW Automakers are the key to the supply chain of the automotive industry. Maruti
Suzuki has manufacturing units where engines are manufactured, and parts supplied
by first tier suppliers and second tier suppers are assembled. There are many
automobile components suppliers whose switching cost are very high. Thus, reducing
the bargaining power of the suppliers.

 COMPETITIVE RIVALRY:
HIGH Competition in certain segments is very high e.g. small and mid-car segment.
Brands Iike Hyundai, Chevrolet, Tata and Skoda have given huge competition to Maruti
Suzuki. In the recent past Volkswagen, Honda, Ford have also given competition to the
premium car segment.

 BARGAINING POWER OF CONSUMERS:

HIGH Increase in consumer awareness and increasing competition has forced Maruti
to either reduce the prices of its cars or provide extra services to the consumers at the
same rate.

31
 CHAPTER 3
OBJECTIVE OF
THE STUDY

32
The detailed analysis of Maruti Suzuki's history, strategies, and
market dynamics provides a comprehensive understanding of its
journey and current standing in the automobile industry. The
objective of this study seems to be multi-faceted:

1. Informative Analysis:
The study aims to inform readers about Maruti Suzuki's evolution,
from its inception to its current position as a leading automobile
manufacturer in India.

2. Strategic Insights:
It provides insights into Maruti Suzuki's strategic initiatives, such as
market liberalization, marketing strategies, and adaptation to
changing consumer needs and market dynamics.

3. Evaluation of Success:
By highlighting achievements, awards, and customer satisfaction
ratings, the study evaluates Maruti Suzuki's success in meeting its
mission and vision statements.

4. Understanding Market Dynamics:

The study delves into Porter's Five Forces model to analyze the
competitive landscape and market forces affecting Maruti Suzuki's
operations and strategic decisions.

33
 5. Segmentation, Targeting, and Positioning (STP):
By examining Maruti Suzuki's STP strategy, the study aims to
understand how the company identifies and targets different
consumer segments and positions its brands in the market.

6. Repositioning and Phasing Out:

It explores how Maruti Suzuki adapts to market changes through
repositioning of products and phasing out of outdated models,
ensuring relevance and competitiveness.

7. Outlook:
Lastly, the study may also provide insights into Maruti Suzuki's future
plans, such as the introduction of electric vehicles and its strategies
to stay ahead in the rapidly evolving automotive industry.

34
 CHAPTER 4

RESEARCH

METHODOLOGY

35
 RESEARCH METHODOLOGY

Any research has its own importance in any business organization. The research
shows the real fact about product as well as organization. Research is a
systematic and scientific investigation of any idea either precise or abstract from
a continuous basis for learning, it could be either explanatory or descriptive.

According to above definition research is a systematic and scientific

investigation through which any organisation tries to find out its strength and
weakness as well as opportunity and threat. As we known in the present era the
business activities have become more complex and complicated due to modern
technology, globalization, and liberalization and in other hand today customer is
highly conscious about products and brand.
In recent time customers are not blind followers of a product. They are giving
high priority to all feature like price, quality, innovative features etc. but after all
this features brand becomes the inevitable parts of any product because it gives
the complete identification of products it is also the one most important part.

DATA COLLECTION: -
To achieve the objectives, the secondary source of data is used.
Secondary source of data includes the past record of
company.

DATA SOURCES
• SECONDARY DATA

DATA PROCESSING
There are two types of data: -
1. Primary Data
2. Secondary Data

36
PRIMARY DATA: -
It refers to information collected directly from the source firsthand,
rather than relying on existing data or secondary sources. This data is
original and specific to the research or study being conducted. Primary
data can be gathered through various methods such as surveys,
interviews, observations, experiments, or direct measurements. It is
often considered more reliable and relevant for addressing specific
research questions or objectives because it is collected directly from
the target population or subject of interest. However, collecting
primary data can be time-consuming and costly compared to using
existing secondary data.

SECONDARY DATA: -
When an investigator uses the data that has been already
collected by others is called secondary data. The secondary data could
be collected from Journals, Reports and Various Publications. The
advantages of secondary data can be economical, both in term of
money and time spent. The researcher of the reporter also did the
same and collected secondary from various internet sites like
google.com.altavista.com and many more. The researchers of the
reporter also visited various libraries for collection of the introduction
part.

37
Research Design: -
There are many types of research some are conceptual, empirical,
descriptive, explorative etc. each research type is being used for
various purpose. In this project I had used conclusive and descriptive
research design.

CONCLUSIVE RESEARCH DESIGN

Conclusive research design, as the name implies, is applied to generate
findings that are practically useful in reaching conclusions or decision-
making. In this type of studies research objectives and data
requirements need to be clearly defined. Findings of conclusive studies
usually have specific uses. Conclusive research design provides a way
to verify and quantify findings of exploratory studies. It usually involves
application of quantitative methods of data collection and data
analysis. Moreover, conclusive studies tend to be deductive in nature
and research objectives in these types of studies are achieved by
testing hypotheses.

DESCRIPTIVE RESEARCH DESIGN

Descriptive research design is typically concerned with describing
problem and its solution. Itis more specific and purposive study.
Before rigorous attempts are made for descriptive study, the well-
defined problem must be on hand. Descriptive study rests on one or
more hypotheses. Descriptive research requires clear specification of
who, why, what, when, where, and how of the research. Descriptive
design is directed to answer these problems.

38
 CHAPTER 5
LIMITATION OF
STUDY

39
When conducting a study on the marketing strategies of Maruti Suzuki for a
minor project report, there are several limitations that researchers may
encounter. Some of these limitations include:

1. Access to Data:
Accessing comprehensive and up-to-date data on Maruti Suzuki's marketing
strategies may be challenging, especially if the company does not publicly
disclose certain information or if access to internal data is restricted. Companies
often do not publicly disclose all aspects of their marketing strategies, especially
detailed information about their campaigns, budgets, or specific tactics. This can
make it difficult for researchers to obtain a complete picture of Maruti Suzuki's
marketing efforts.

2. Validity of Information:
The accuracy and reliability of secondary data sources, such as industry reports
or news articles, may vary, leading to potential inaccuracies in the study
findings. : Not all industry reports or news articles are created equal. Some
sources may have a reputation for producing high-quality, well-researched
content, while others may be less reliable. Secondary data sources may contain
outdated information that no longer reflects the current state of affairs. This
can be particularly problematic in fast-paced industries such as automotive,
where marketing strategies and market conditions can change rapidly over
time.

3. Sample Size:
If primary data collection methods, such as surveys or interviews, are used, the
sample size may be small due to time and resource constraints, limiting the
generalizability of the findings. A small sample size may not accurately
represent the diversity of the population of interest, leading to potential biases
in the findings. For example, if the sample is not sufficiently diverse in terms of
demographics or other relevant characteristics, the results may not be
generalizable to the broader population.

40
 4. Time Constraints:
Researchers may have limited time to conduct thorough research and analysis,
resulting in a superficial examination of the topic and potential gaps in
understanding. Time constraints may necessitate abbreviated data collection
methods, such as using existing datasets or conducting brief surveys or
interviews. While these methods can provide valuable insights, they may not
capture the full complexity of the topic or allow for in-depth exploration.

5. Resource Constraints:
Limited resources, such as funding, access to specialized tools or software, and
research assistance, may restrict the scope and depth of the study. Researchers
may encounter difficulties accessing specialized tools or software necessary for
data analysis or modelling, particularly if such resources require licensing fees
or specialized training. This can hinder the ability to conduct sophisticated
analyses or explore complex research questions.

6. Language and Cultural Barriers:

Language and cultural differences may present challenges when interpreting
data or communicating with stakeholders, especially if the study involves
international aspects of Maruti Suzuki's marketing strategies. Effective
communication with stakeholders, including customers, partners, and
employees in diverse cultural contexts, may be hindered by language barriers.
Miscommunication or misunderstandings can arise if messages are not
conveyed clearly or if cultural nuances are overlooked.

41
 CHAPTER-6

DATA ANALYSIS AND

INTERPRETATION

42
PEST ANALYSIS
To understand the conditions under which the Maruti products were launched in the Indian
market, it’s necessary to analyse the factors that influenced its effectiveness.

 Political Conditions
• Maruti Suzuki entered India when liberalization n was at its peak. As a result, everyone
was very open to the idea of foreign companies’ collaboration (Maruti India + Suzuki
Japan) setting up base in India.
• The government insisted on Companies using 70% local content in the manufacture of
the cars as they would have generated tremendous revenue for India. Maruti Suzuki
achieved this in a very short time.
• A positive EXIM policy also has helped Maruti Suzuki to boost its top line with Exports
of Maruti Suzuki products to other countries.

 Economic Conditions
• The economic conditions during the launch of Maruti Suzuki were very relaxed and
liberal. Maruti Suzuki was launched when the country had just opened its doors to
liberalization. So, there were no strict norms or bylaws that the company had to adhere
by.
• The resources available in India were utilized by the multinationals (Suzuki), which
generated considerable revenue for the government.
• A booming banking sector and a phenomenal growth in Auto Loans market has made
Maruti Suzuki more affordable.

 Social Conditions
• Arise in Middle class and concept of small nuclear families has propelled ed a demand
of B- Segment cars. Maruti Suzuki provides an exact choice for this demand leading to
its high growth.

 Technological Conditions
• Since Maruti Suzuki manufacturers everything from the smallest of screws to the biggest
of machines in its factory it can maintain the efficiency of the machines. Maruti Suzuki
therefore manufactures cars under best of conditions with the best of machinery. As a
result, the cars manufactured are of top quality.

43
COMPETITIVE STRATEGIES

Upgrading Manufacturing Facilities:

• To maintain its market leadership, Maruti focused on continuous expansion of

capacity and upgrading of manufacturing facilities. •

The company set a target of
improving productivity by 50% and reducing cost per vehicle by 30%.

• By efficiency utilizing production capacities, Maruti was able to decrease production

cost per unit, and thereby increase profit. • In 2008. Maruti increased its
manufacturing capacity from 8,00,000 to one million units annually in its Gurgaon and
Manesar plants.

Large product Portfolio:

• With increasing competition, Maruti decided to cater to all segments of the Indian car
market.

• Maruti launched Alto in 2000. In 2001, it launched a new model Maruti versa. In 2003,
new Zen was launched followed by new Esteem in 2004.

• In January 2005, Maruti launched the BS lll variant of Zen, WagonR and Baleno. On
May 25, 2005, Maruti launched its hatchback model Swift followed by Zen Estillo in
November 2006.

• In the fiscal year 2006-07, Maruti entered the diesel and LPG car market. It launched
the new WagonR Duo, Zen Estilo and Swift Diesel. In 2007, Maruti launched two new
cars- luxury sedan SX4 and grand Vitara.

Expanding Business Portfolio:

Expanding its business portfolio by starting new but related business.

• Maruti Driving School

• Maruti True value

• Maruti Finance

• Maruti Insurance

44
KEY STRATEGIC INITIATIVE BY MARUTI
A. Turnaround Strategies:
o In wake of diminishing profits and market share Maruti initiated strategic
responses with India’s liberalization process. o Cost leadership TO Cost Focus
This can be observed from mission statement of Maruti:
1984: Fuel efficient vehicle with latest technology.
1987: Leader in domestic market and be among global players in the overseas
market.
1997: Creating customer delight and shareholders wealth.

B. Current Strategies:

1. Pricing Strategy- Catering to all segments o Caters to all segments and has a
product offering at all price points.
o Their pricing strategy is to provide an option to every customer looking for up
gradation in his car.

2. Offering one stop to customers or creating different revenue streams

o Maruti Finance o Maruti insurance o Maruti driving school o Maruti True
Value o N2N

3. Repositioning of Maruti products Whenever Maruti’s brand grew old or

its sales started dipping, it made the following efforts in the same field:
o Omni – interiors and exteriors, omni cargo and CNG Omni o Versa- slashed
prices by decreasing engine power o Esteem – new look to boost sale
o Baleno – price slash from 1999 (7,2 lac) to 2003 (5.46) WagonR – modifications
in engine and sporty look
o Zen – modified 4 times and special editions
o Maruti 800- introduced modified accessories

4. Customer Centric Approach

o Maruti has successful shed off the public-sector laid-back attitude image and
has inculcated to customer friendly approach in its organization culture.
o Maruti employees and dealers are answerable to even a single complains.
o There are instances of cancellation of dealership based on customer feedback.
o Changed their showroom layout. o Trained sales executives.
o Customers complain handling cell under CRM Department.

45
 5. Committed to Motorizing India o Making things simple for Indian
customers to a upgrade from two- wheelers to a car
o Partnership with SBI and it associate banks took organized finance to small
towns people to buy Maruti cars example 2599 scheme
o Free maintenance with little extra EMI

6. Disinvestment and IPO of Maruti Udyog limited. o Biggest privatization

in India till date worth of rupees 2,424 crore, on the investment of Rs.66 crore. o
The best part of the deal is the Rs. 1000 crore control premium the government
extract from SM.
o No interference of Ministers and Bureaucrats o Suzuki became the decision
maker of MUL
o Two Mega investment plans. E.g. A new car plant and an engine and
transmission manufacturing plans
o Suzuki proposed two-wheelers facility in India, 51% Stake of
Maruti o
IPO

7. Realization of Importance of Vehicle Maintenance Service

Market o Old days simple three-box flowchart- Vendor, Factory & Dealer o
New scheme began in 1999 revolves around the total lifetime value of the car
o Only catering approximately 20,000 vehicles through its service stations
everyday
o

o Conducting free service workshops to encourage consumers to come to their

service stations
o Increased the service stations to 1567 across 1036 cities o Every regional office
is having separate service & maintenance department

8. Playing on Cost Leadership o Low cost provider of Car o Lowest Car on

road is Maruti 800
o Maruti achieves this through continuous improvement in operational
efficiency and productivity
o 50% improvement in productivity and 30% reduction in cost in three years
o Impressive Sales and profits via productivity and cost cuttings
o Increased focus on vendor management o Encouraging vendors to develop
R&D o Applying IT vendors to develop R&D

46
 CONSUMER BEHAVIOUR
For any company it is important to know about the needs and requirements of their
customers, it has been found that the most searched car in India is Maruti Suzuki and it sells
more than half the cars in India Maruti Suzuki ad enjoys 70 percent repeat buyer which in tune
with is claim offering consumer friendly.

There are several aspects that consumer book at with varying degree:

1. Price:
People look for affordable price. They have their budget that they can spend on a car. For
middle class and lower middle class Indian price is a very important factor.

2. Mileage:
Consumers look at mileage. In this scenario of ring petrol prices mileage important
characteristic. Fuel efficiency of car is demanded by all categories of buyer.

3. Brand Recognition and Association:

Consumer Ike established brands. its ones then a sense of security.

4. Durability and Warranty:

A car is not purchased very often. Customers look for durability.

5. Appearance and Style:

Carb status symbol or many customers, Be mentor importance on the appearance and style.
Relatively young customers look more for style than old ones.

6. Reliability and Trust:

A brand should be associated with trust and reliably, only then will be positioned in the mind
of the people for a longer want and can succeed as the market.

7. Availability:
With the explosion choices, products should be easily available otherwise prospective
customers will shift to the competitors. Ease of arability car abo bring competitors customers
to our brand if they fail in this category.

8. Resale Value:
People like to change cars after certain number of years which depends on wear purchases
often accompanied by exchanges of old car. Hence a high resale values is what customers look
for and Maruti provides this.

47
 SWOT ANALYSIS

STRENGHTHS
1. Brand name – Maruti Suzuki have emerged as a strong brand name in recent times.
Backed with the parent company Maruti Suzuki is recognized as a strong player in
worldwide automotive market, swift has a value associated with it.
2. Large distribution network- With a strong dealer network of around 3000 dealers all
around the world, Maruti Suzuki has made its presence felt in every corner of India.
3. Wide product offering at different prices- Maruti Suzuki has launched various models
in various segments and hence has a very good product mix of offering at different
price points.
4. Cheapest cars in respective segments- Maruti Suzuki has always followed an aggressive
pricing policy. As a result, it has its cars priced at lowest possible rates in respective
segments.
5. Encouraging exports- Backed by a strong production and a global setup at Gurgaon,
Maruti Suzuki is exporting a lot. An export of worth Rs 1325 crores has been achieved
in last 6 months.
6. Awarded many awards- Maruti Suzuki has been awarded with many awards and
recognitions like “The Star Company” amongst unlisted companies by business
standard. Its various models like swifts have received many awards, thereby increasing
the brand value of the company.
7. Economy with technology- Maruti Suzuki’s cars have always seemed as a company
producing cars blending economy with technology swift’s initiative of putting a 16-bit
microprocessor on board has proved as one the major reason for its success and that
too the lowest price in this segment.

Weakness

1. Lack of in-house R&D- Maruti Suzuki do not have a comprehensive R&D department new
model introduction to only cosmetic changes- there is no major design changes
incorporated in Maruti Suzuki products. Only some cosmetic changes have been made.
2. Dominance mainly at lower level- Maruti Suzuki dominance in Indian market is only at its
lower-level segments like Swift in B-Segment and accent segment.

48
Opportunities
1. Rise of Indian middle class and small cities- As a phenomenal growth in seem in recent
times in Indian middle class and the purchasing power of working-class individuals. Also, a rise
in small cities across the country has given a great opportunity to Maruti Suzuki for achieving
a higher growth rate in coming times.
2. A Booming Economy- Indian economy is growing at a rate of on an average of 7% every
year thereby giving an opportunity of larger sales in every segment.
3. Rising exports- With a export of Rs.1,325 crores in last six months, Maruti Suzuki has a
great opportunity of achieving a export target of Rs.2,700 crores in this fiscal year.

Threats
2. Many players fighting for the same cake- There a many major players in the segment
and since the size of market is not expanding rapidly, Maruti Suzuki has a major threat in form
of tough competition.
3. Entry of new player- with coming of Tata Indica and other players planning to come
out with much more models in B-Segment, the competition is just getting hotter.
4. Cannibalism- to some extent the Zen is affecting Swift because of its price. Thus, Maruti
Suzuki must focus more on its positioning strategy of Zen and Swift.

49
 CHAPTER-7

CONCLUSION

50
 CONCLUSION

Maruti Udyog Ltd., a joint venture between the Government of India and the
Suzuki Motor Corporation of Japan was India’s largest automobile company in
2005. It operated in the passenger vehicle market and manufactured affordable
and fuel-efficient cars for the Indian masses. Maruti 800 was its flagship small
sized car and was the best-selling car in India since decades. In 2005, Suzuki
launched their global car ‘Swift’ in international markets and later in India. The
launch of swift had brought Maruti in limelight and various global international
automobile manufacturers Swift was the first stylish compact car from the
stable of Maruti and was a differentiator from its earlier products. their plans
to boost their investments in India and launch competing cars. The competition
was expected to intensify to grab the burgeoning customer base. The Indian car
market currently appears to be at a crossroads, where car marketers are
attempting to change customer perceptions of their brands and where specific
buying motivations appear to be replacing generalities. This, meanwhile, is
quite unlike the west where buyers consider aesthetics, comfort, and safety,
not necessarily in that order, before finalising a purchase. “It’s smarter to think
about emotions and attitudes, if marketers are to do a better job of marrying
what a car offers to the consumer’s image of the offerings. The mindset of the
Indian consumer is such that he is delighted if he buys a pen a little cheaper
than his neighbour. Things are, however, slowly changing and customers at the
upper end of the market are now ready to pay more for more. I hope that this
approach will soon enter the small car segment, maybe not with the same
intensity. “Success will largely be determined to the extent a company can
differentiate itself in terms of intangibles that go with a car”. Thus, success
Could well hinge on the best of bundle of services that a car maker can provide.
Maruti Suzuki grew from zero to the 5,00,000 mark and the number one sales
spot in India in just five years. Looking at the present scenario it can be said
that though there is lot of competition in the auto world Maruti Suzuki is
picking up well.

51
 BIBLIOGRAPHY

https://www.scribd.com/document/127793075/Marketing-Strategyof-Maruti-Suzuki

https://startuptalky.com/maruti-suzuki-case-study-india/,

https://www.ibef.org/industry/indiaautomobiles,

https://heavyindustries.gov.in/UserView/index?mid=1319

https://en.wikipedia.org/wiki/Maruti_Suzuki

https://www.marutisuzukitruevalue.com/

https://auto.hindustantimes.com/new-cars/marutisuzuki

https://www.autocarindia.com/cars/maruti-suzuki

52