Target Market

• Maruti Suzuki came up with small family cars, executive

sedans for corporates and government officials, and
premium compacts for young population.
• Target Market:-
• Maruti Suzuki has adopted a focused approach and wisely
created segments within a large market to promote their
cars.
• Lower Income Group – Alto 800, K10
Middle Income Group - Wagon R, Swift, Swift Dzire, Ciaz
High Income Group – Vitara Brezza,S Cross,Ciaz
CUSTOMER ANALYSIS OF MARUTI SUZUKI
GEOGRAPHICAL ANALYSIS
• (COUNTRY WISE REACH, FOR URBAN AND SEMI URBAN AREAS)
DEMOGRAPHIC ANALYSIS
• INCOME BASE SEGMENTATION
• LOW
• MEDIUM
• HIGH

2-5 lakh 5-8 lakh 8 lakh and above

• ALTO 800 • SWIFT • CIAZ

• K10 • DESIRE • ERTIGA
• CELERIO • BALENO • S-CROSS

FAMILY SIZE:
• SMALL
• LARGE
• PSYCHOGRAPHIC ANALYSIS:-
• IT FOCUS MIDDLE CLASS PEOPLE
• COMPANY ALSO HAS SPORTS ORIENTED CARS.
• BEHAVIORAL ANALYSIS:-

BENEFIT SOUGHT

ROAD WARRIORS GENERATION PRICE SHOPPERS

(VITARA BREZZA) (CELERIO) (ALTO 800)

FACTORS AFFECTING THE
PURCHASE & BUYING DECIISION
PROCESS
• Styling
• Fuel economy and performance
• Space
• Safety features
Implication on Marketing
Planning
• The ad campaigns of maruti emphasized on various aspects of its
cars, including fuel efficiency, space, looks etc, to strengthen its
brand image, and to promote its widespread network and services.
• Usually campaigns focus on offerings, but after new entrance they
hd to talk about the experience. The car in this context is not just
about transporting people from place A to B. It had to stress an
emotional connect. And it's this emotional connect that is totally
unique to maruti."
• They started on building up its corporate image. Maruti's campaigns
emphasized different aspects of its cars, including fuel efficiency,
space, looks, etc. It also advertised its widespread network and
services.
Our Competitors
HYUNDAI SWOT
STRENGTH
The domestic sales is increasing at an
average rate of 19.1%
SWOT
OPPORTUNITY
Society of Indian automobile
Manufacturers, have stated that there is
steady increase in Car sales both
Domestic and Indian contributing a
valuable share in India’s Gdp
WEAKNESS
In terms of most reliable and trusted
brand; Maruti is more strong in Indian
subcontinent
THREATS
Almost all major automobile players have
started invading India to open up their
market and their manufacturing plant in
India.
MAHINDRA’s SWOT
STRENGHT WEAKNESS
Product recalls affects brand image
Low after sale cost BRAND RECOGNITION of MM is less i.E
Excellent products according to Indian 3.58 billion as compared to hyundai
road conditions 13.2 billion

SWOT

OPPORTUNITY
The Indian automotive industry is
growing year on year with over 12%
growth from the previous 3 years
Threats
M&M faces intense competition
from various automotive companies
such as tata motors, ford, volvo ETC
 Competitor Analysis
COMPETENCIES MAHINDRA HYUNDAI

COMPETATIVE STANCE AVERAGE ABOVE AVERAGE

PRICE LEVEL STRONGLY HIGH AVERAGE

BRAND RECOGNITION 3.58 BILLION(LESS AVERAGE) 13.2 BILLION(STRONGLY HIGH)

DISTRIBUTION NETWORK AVERAGE ABOVE AVERAGE

AFTER SALE SERVICE AVERAGE STRONGLY HIGH

PROMOTION AVERAGE ABOVE AVERAGE

MANUFACTURING SKILLS AVERAGE ABOVE AVERAGE

FINANCIAL STABILITY 15.4(ABOVE AVERAGE) 8.37(AVERAGE)

TECHNOLOGY SKILLS/
AVERAGE ABOVE AVERAGE
NEWPRODUCT INNOVATION
Product Portfolio
PRODUCT PRICE RANGE
ALTO 800 2.46 TO 3.72 LAKH
OMNI 2.64 TO 2.66 LAKH
EECO 3.24 TO 4.30 LAKH
ALTO K10 3.30 TO 4.12 LAKH
WAGON R 4.10 TO 5.35 LAKH
CELERIO 4.16 TO 5.35 LAKH
CELERIO X 4.62 TO 5.47 LAKH
IGNIS 4.66 TO 8.12 LAKH
SWIFT 4.99 TO 8.29 LAKH
BALENO 5.36 TO 8.50 LAKH
DZIRE 5.43 TO 9.43 LAKH
GYPSY 6.13 TO 6.28 LAKH
ERTIGA 6.24 TO 10.69 LAKH
VITARA BREZZA 7.28 TO 9.73 LAKH
CIAZ 7.83 TO 11.63 LAKH
S CROSS 8.62 TO 11.23 LAKH
SUPER CARRY 4.03 TO 4.15 LAKH
SEGMENTAL SALES
FIGURES
 DEZIRE TOUR, SUPER CARRY,
EECO,OMNI CIAZ

ALTO,WAGON R ,BALENO
,BREZZA,SWIFT,DEZIRE,
CELERIO
PLC

ALTO,
WAGON R
DEZIRE ,BALENO
SUPER
TOUR, ,BREZZA,
CARRY,
EECO, SWIFT,
CIAZ
OMNI DEZIRE,
CELERIO
BRAND VALUE
• Brand value of maruti suzuki india limited is Rs.137.04 billion on
December 2017.
• Ranking 12 in best indian brands 2017.
BRANDS CONTRIBUTION IN
COMPANY REVENUE
MODELS Q1FY16 Q1FY17 %CHANGE

ALTO 1,20,720 1,32,380 9.7

DZIRE 99,740 1,10,200 10.5

BALENO 54,940 93,790 70.7

SWIFT 80,750 89,790 11.2

WAGON R 86,930 87,340 0.5

VITARA BREZZA 50,850 74,220 46

CELERIO 43,030 46,030 7

Maruti Suzuki as a Brand
CURRENT PRACTICES
Maruti Suzuki main strategy is to provide good
car with low cost. In India, medium people group
stay, so company knows what is requirement of
this country's people. Though, company is trying
to approach this strategy as low cost car. Maruti
launch small car with different range in the
Indian market as well abroad.
RECOMMENDATION
• Maruti Suzuki wants to be a leader in the Indian automobile
industry creating customer delight and shareholder wealth,
A pride of India.Maruti coveys’ a picture of what the future
looks like, it has a desirable appeal “creating customer
delight and shareholder wealth”, it is also distinctive being “a
pride of India”. The statement is also focused and clear “to
be a leader in the automobile industry”.
• As stated in the vision they achived some part of it but laging
behind in some they are the leader in most of the market but
when comes to creating customer delight the lack in as
hyundia is leading the race in delighting the customer.
References
• www.thehindubusinessline.com
• www.marutisuzuki.com
• www.aceanalyser.com
• www.moneycontrol.com
• Annual report 2016-17,2015-16.
• https://auto.economictimes.indiatimes.com
• www.interbrand.com