1

A
Project Report On
“MARKETING STRATEGIES OF MARUTI SUZUKI”

Submitted To

SARDAR PATEL UNIVERSITY

For The Award of The Degree of

BACHELOR OF BUSINESS ADMINISTRATION (BBA)
(GENERAL)

SEMESTER – VI

Submitted By
TANISHA .I. VHORA
Under the Guidance Of
MS. Dr. TEJAL TANNA

At.
C P Patel & F H Shah Commerce College
(AUTONUMS)
2

PREFACE
Maruti Suzuki's marketing strategy focuses on customer satisfaction, aggressive advertising, and
promotion. The company aims to make every journey memorable and put people at the center of its
operations.
3

ACKNOWLEDGEMENT

One of the most important aspects of Maruti Suzuki marketing strategy is its focus on customer satisfaction.
The company constantly strives to provide its customers with the best possible experience through its
advertisements that often connects to the heart of its customers.
4

CHAPTER:-1

INTRODUCTION
5

Maruti Suzuki India Limited 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. Suzuki
Motor Company was chosen from seven prospective partners worldwide. This was not only due to their
undisputed leadership in small cars but also to their commitment to actively bring to MSIL contemporary
technology and Japanese management practices (which had catapulted Japan over USA to the status of the
top auto manufacturing country in the world). A license and a Joint Venture agreement were signed between
Govt. of India and Suzuki Motor Company (now Suzuki Motor Corporation of Japan) in Oct 1982.The
objectives of MSIL then were: Modernization of the Indian Automobile Industry, Production of fuel-
efficient vehicles to conserve scarce resources, Production of large number of motor vehicles which was
necessary for economic growth. Maruti Suzuki India Limited, formerly known as Maruti Udyog Limited, is
an automobile manufacturer in India. It is a 54.2%-owned subsidiary of Japanese automobile and motorcycle
manufacturer Suzuki Motor Corporation. As of January 2017, it had a market share of 51% of the Indian
passenger car market. Maruti Suzuki manufactures and sells popular cars such as the Ciaz, Ertiga, Wagon R,
Alto, Swift, Celerio, SwiftDzire and Omni. The company is headquartered at New Delhi. In February 2012,
the company sold its ten millionth (ten million = one crore) vehicle in India. SALES AND SERVICE
NETWORK Maruti Suzuki has 1,820 sales outlets across 1,471 cities in India. The company aims to double
its sales network to 4,000 outlets by 2020. It has 3,145 service stations across 1,506cities throughout
India.Maruti’s dealership network is larger than that of Hyundai, Mahindra, Honda, Tata, Toyota and Ford
combined. Service is a major revenue generator of the company. Most of the service stations are managed on
franchise basis, where Maruti Suzuki trains the local staff. Other automobile companies have not been able
to match this benchmark set by Maruti Suzuki. The Express Service stations help many stranded vehicles on
the highways by sending across their repair man to the vehicle.

Maruti's history begins in 1970, when a private Ltd company named Maruti technical services private
limited (MTSPL ) is launched on November 16, 1970 . The stated purpose of this company was to provide
technical know - how for the design, manufacture and assembly of a wholly indigenous motor car. In June
1971 , a company called 'Maruti limited ' was incorporated under the companies Act and Sanjay Gandhi
became Its first managing director. " Maruti limited " goes into liquidation in 1977. On 23 June 1980 Sanjay
Gandhi dies when a private test plane he was flying crashes , A year after his death, and at the behest of
Indira Gandhi, the Indian Central government salvages Maruti limited and starts booking for an active
collaborator for a new company. Maruti Udhyog Ltd is incorporated in the same year.

The automotive industry is one of the largest industries worldwide and in India aswell. The automotive
sector is a vital sector for any developed economy. It drivesupstream industries like steel, iron, aluminium,
rubber, plastics, glass and electronics,and downstream industries like advertising and marketing,
transport and insurance.
6

HISTORY
The Maruti name can be traced back to a previous company that was established by the third Indian Prime
Minister Indira Gandhi's son, Sanjay Gandhi. In the early 1970s, the Indian government initiated the search
for a small car manufacturer. At that time, India had already been manufacturing cars for several years, and
the idea of a more affordable "people's car" had been discussed since the 1950s. Sanjay Gandhi, known for
his passion for cars, apprenticed with Rolls-Royce in Crewe of UK for three years. Upon his return in 1968,
he recognized the potential of small car production in the private sector. Both the government and the
Planning Commission endorsed the concept. Sanjay Gandhi subsequently initiated his automotive project,
establishing operations in a rented garage near Roshanara Bagh in Old Delhi. The government issued a letter
of intent in September 1970, which allowed Sanjay Gandhi to produce up to 50,000 cars in a year. In August
1971, Maruti Motors Limited was established with Sanjay Gandhi becoming its first managing director.
Sanjay Gandhi's involvement in politics during the Emergency further complicated the project's progress.
Following Indira Gandhi's defeat in the 1977 election and a court order for Maruti's dissolution in 1978, the
project faced uncertain prospects. With Indira's return to office in 1980 and Sanjay's death in a plane crash,
the Government of India intervened and assumed control of Maruti through legislative measures.
7

LOGO OF MARUTI UDYOG

Sanjay's death, his mother Indira tasked Arun Nehru with evaluating the feasibility of resurrecting her son's
vision to develop India's affordable car. Nehru acknowledged the project's potential but emphasized the need
for expertise from an experienced manufacturer. Following several months of preparations, Suzuki of Japan
and Maruti Udyog Ltd. signed a license and joint venture agreement in October 1982.

Maruti was granted permission to import two Suzuki vehicles that were completely assembled in the first
two years of India's closed market, with an initial target of using just 33% domestic components. This
greatly displeased the nearby manufacturers. There were some concerns that the Indian market would not
support Maruti Suzuki's relatively high production levels, and the government even considered changing the
petrol tariff and decreasing the excise fee to increase sales.

In 2006, Suzuki and Maruti set up another joint venture called Maruti Suzuki Automobiles India to build two
new manufacturing plants, one for vehicles and one for engines.[26] Cleaner cars were also introduced, with
several new models meeting the new Bharat Stage III emission standards.[26] In February 2012, Maruti
Suzuki sold its ten millionth vehicle in India.[24] In July 2014 it had a market share of more than 45%.[27]
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." At that time, diesel cars accounted for about 23 percent of Maruti Suzuki's annual sales.
8

The company planned to launch its first electric car in the second half of 2021, the Maruti Suzuki Wagon R
Electric, before cancelling its plan. The company now intends to produce e Vitara (unveiled in Milan and
based on eVX concept shown in 2023) instead in 2025.

Maruti created history by record production in 13 months. On 14 December 1983, the then Prime Minister of
India, Mrs. Indira Gandhi, handed over the keys of the first car to Mr. Harpal Singh of Delhi. Volume
targets were routinely exceeded, and in March 1994, it became the first Indian company to produce over
one million vehicles, a landmark yet to be achieved by any other car company in India. Maruti is the
highest volume car manufacturer in Asia, outside Japan and Korea, having produced over 3.5 mil l ion
vehicles by December 2001. Maruti is one of the most successful automobile joint ventures, and has made
profits every year since inception till 2000-01. In 2000-01, although we generated operating profits on an
income of Rs 92.5 billion, high depreciation on new model launches resulted i n a book loss. We are again
on track for profits in 2001-02, with a profit of Rs 300 million in the first half. In this period, sales were
increased by 5.3%, against an industry decline of 6.1 %. We revolutionized the wav Indians looked at cars.
"No other car company so completely dominates its home market" - (The Economist). Despite there being
11 companies now in the passenger car market, Maruti holds about 60 % of the total market share. MSIL is
also the first and only car company in the world to lead its home market intenns of both market share and in
the JD Power Customer Satisfaction study (JD Power Asia Pacific 2000 India Customer Satisfaction
studies).

SALES AND SERVICE NETWORK

Maruti Suzuki has 1.820 sales outlets across 1,471 cities in India. The company aims to double its sales
netWork to 4.000 outlets by 2020. It has 3,145 service stations across l.506 cities throughout India. Man1ti·s
dealership network is larger than that of Hyundai, Mahindra, Honda, Tata, Toyota and Ford combined.
Service is a major revenue generator of the cornpany. Most of the service stations are managed on franchise
basis, vhere Maruti Suzuki trains the local staff. Other automobile companies have not been able to match
this benchmark set by Maruti Suzuki. The Express Service stations help n1any stranded veliicles on the
highways by sending across their repair man to the vehicle.

ORGANIZATION OVERVIEW

• 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.

• Suzuki Motor Company was chosen from seven prospective partners worldwide. This was due not only to
their undisputed leadership in small cars but also to their commitment to actively bring to MUL
contemporary technology and Japanese management practices (which had catapulted Japan over USA to the
status of the top auto manufacturing country in the world).
9

• A licence and a Joint Venture agreement was signed between Govt. of India and Suzuki Motor Company
(now Suzuki Motor Corporation of Japan)In Oct 1982.

• The objectives of MUL then were:

• Modernization of the indian Automobile industry.

• Production of fuel-efficient vehicles to conserve scarce resources.

Production of large number of motor vehicles which was necessary for economic growth.
10

SUZUKI ENTRY:
In 1982, a license & Joint Venture Agreement (NA) is signed between Maruti Udyog Ltd. And Suzuki of
Japan. At first, Maruti Suzuki was mainly an importer of cars. In India's closed market, Maruti received the
right to import 40,000 fully built-up Suzuki's in the first two years, and even after that the early goal was to
use only 33% indigenous parts. This upset the local manufucturers considerably. There were also some
concerns that the Indian market was too small to absorb the comparatively large production planned by
Maruti Suzuk with the government even considering adjusting the petrol tax and lowering the excise duty
in order to boost sales. Finally, in 1983, the Maruti 800 is released. This 796 cc hatchback is based on the
SS80 Suzuki Alto and is India's first affordable car. Initial product plan is 40% saloons, and 60% Maruti
Van. Local production commences in December 1983. In 1984 the Maruti Van, with the same three-
cylinder engine as the 800, is released. Installed capacity of the plant in Gurgaon, reaches 40,000 units. In
1985 the Suzuki SJ410-based Gypsy, a 970 cc 4WD off. road vehicle, is launched . In 1986 the original 800
is replaced by an all-new model of the 796 cc hatchback Suzuki Alto/Fronte. This is also when the 100,000th
vehicle is produced by the company. In 1987 follows the company's first export to the West, when a lot of
500 cars were sent to Hungary. Maruti products had been exported to certain neighboring countries already.
By 1988, the capacity of the Gurgaon plant is increased to 100,000 units per annum.
11

MARKET LIBERALISATION:
In 1989 the Maruti 1000 is presented after having been shown earlier. This 970 cc, three-box is India's first
contemporary sedan. By 1991 65 percent of the components, for all vehicles produced, are indigenised.
Meanwhile, the liberalisation of the Indian economy opens new opportunities but also brings more
competition to the segments in which Maruti operates. In 1992 Suzuki increases its stake in Maruti to 50
percent, making the company a 50-50 JV with the Government of India the other stake holder.

A flow of new models begin in the early nineties. In 1993 the Zen, a modern 993 cc, hatchback which is
later exported globally as the Suzuki Alto. In 1994 the 1298 cc Esteem appears, a more luxurious redesigned
Maruti 1000. This and other Marutis begin appearing in a plethora of different equipment levels, to better
suit India's increasingly discerning consumers. A Zen Automatic arrives in 1996, as does the Gypsy King, a
1.3 liter version of the compact off-roader, and a minibus version of the Omni (the Omni E).

In 1994 Maruti Suzuki produces its 1 millionth vehicle since the commencement of production, being the
first company in India to do so. This is still not enough in a booming market and the next year Maruti's
second plant is opened, with annual capacity reaching 200,000 units. Maruti also launches a 24-hour
emergency on-road vehicle service, the first of its kind in the country. In 1996 the United Front government
is formed, with Murasoli Maran new Industries Minister. On 27 August the following year the government
nominates Mr. S.S.L.N. Bhaskarudu as the Managing Director, as the then current Managing director R.C.
Bhargava, was completing his tenure. This creates a conflict with Suzuki, discussed closer in the Joint
venture related issues section.

In 1998 the new Maruti 800 is released, the first change in design since 1986. This is simply a facelift of the
existing model, to ensure steady sales. Also, the two millionth vehicle is produced. Other news included the
Zen D, a 1527 ce diesel hatchback and Maruti's first diesel vehicle. The Omni van and microbus is also
redesigned. The next year the Omni bus arrives in a high roof version, the Omni XL. The 1.6 liter Maruti
Baleno three-box saloon, advertised as the 'Maruti Suzuki Baleno', also appears. This is Maruti's biggest car
yet. Finally, in what is a very busy year, the Wagon R is launched.

In 2000 Maruti becomes the first car company in India to launch a Call Center for internal and customer
services. The new Alto model is also released, somewhat larger and more modern than the 800. The estate
Baleno Altura is also shown, while IDTR (Institute of Driving Training and Research) is launched jointly
with the Delhi government to promote safe driving habits. In 2001 Maruti True Value, selling and buying
used Maruti Suzukis, is launched in Bangalore and Delhi, later in Mumbai and elsewhere. In October of the
same year the Maruti Versa sees the day, a bigger engined and more luxurious microbus than the Omni. It
never catches on in the market and is discontinued by late 2009, only to be replaced by a cheaper, stripped-
down version called Eeco. Customer information centers are also launched in Hyderabad, Bangalore and
12

Chennai. In 2002 the Esteem Diesel appears, as does Maruti Insurance. Two new subsidiaries are also
started: Maruti Insurance Distributor Services and Maruti Insurance Brokers Limited. Suzuki Motor
Corporation increases its stake in Maruti to 54.2 percent.

In 2003 the new Suzuki Grand Vitara XL-7 appears, while the Zen and the Wagon R are upgraded and
redesigned. The four millionth Maruti vehicle is built and they enter into a partnership with the State Bank of
India. Maruti Udyog Ltd is listed on BSE and NSE after a public issue, which is oversubscribed tenfold. In
2004 the Alto became India's new bestselling car, overtaking the Maruti 800 which had been number one for
nearly two decades. The five- seater Versa 5-seater, a new variant, is created while the Esteem undergoes
cosmetic changes a is re-launched with a price cut. Maruti Udyog closed the financial year 2003-04 with an
annual sale of 472,122 units, the highest ever since the company began operations 20 years earlier, and the
fiftieth lakh (5 millionth) car rolls out in April, 2005, with overall sales growing by 15.8%. The 1.3 L Suzuki
Swift five-door hatchback also appears. 2004-05 marked another record year (487,402 domestic sales) and
exports reached 48,899 cars to about fifty different countries. The United Kingdom took the lion's share,
with 10,623 deliveries.

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" standards. In February 2012, Maruti Suzuki sold its
ten millionth vehicle in India. For the Month of July 2014, it has a Market share of >45%.

In August 2014, CCI imposed a fine of around 2,545 crore on 14 auto companies for indulging in anti-
competitive trade agreements. CCI has directed these companies to put in place an effective system for
purchasing spare parts. Among the companies fined, Maruti Suzuki was slapped a fine of 471.14 Cr.

On 3 September 2014, the Delhi High Court has stayed the Competition Commission of India's penalty on
Maruti Suzuki.
13

PORTER FIVE FORCES MODEL IN THE INDIAN AUTOMOBILE INDUSTRY:

Threat from New Players: Increasing Market Strength of Suppliers: Low

•Most of the major global players are present in the Indan •A large number of automotive
Market; a few more are expected to enter. component suppliers are present the
automotive industry.
•Financial strength assumes importance as high investments
are required for bukling capacity. Access to distribution • Automotive players are
network is Although important for all segments, having a rationalizing their vendor base to
distribution network in rural areas is vital for two- wheeler achieve consistency in quality.
makers.

Market Strength of Consumers:

•Lower tarifs in the post-World Trade Organization era may
Increasing
expose Indian companies to threat of imports (however, the
•Increases awareness among consumers
threat may be mitigated by non-tariff barriers that may still
has raised expectations. Thus, the
exist).
ability to innovate (technology being
the enabler) is critical
Rivalry within the Industry: High
•Product Differentiation via new
•There is keep competition in select segments (such as the features, improved performance and
Compact and Mid-size segments in passenger cars, and the after sales support is critical
motorcycle segment wheelers).
•Increases competitive intensity has
•New multicational players may enter the market. limited the pricing power of
manufacturers.

Threat from Substitutes:

Low-Medium

• With consumer preferences changing, inter- product substitution is taking place (scooters are
being replaced by motorcycles, and Mini cars by Compact Mid-size cars
14

MARKETING STRATEGY OF MARUTI SUZIKI LTD:

In earlier days when the market was dominated by only few brands like Ambassador & Premier Padmini,
Maruti Suziki India Limited entered the Indian market with different strategy. The strategy of the company
was to offer a compact, modem and fuel efficient car. Maruti released its first Maruti 800 car on 14
December 1983 to fulfill the dreams of Indian customers and became the market leader. Since 1983 till date
Maruti Suzuki gradually offered several choices to the consumer. Due to aggressive competitors today
Maruti Suzuki believes in Innovative Marketing Strategies. With the changing needs, warts & requirements
of customers and markets, Maruti Sunki is abering their Brand Positioning, Advertising and Distribution
strategy.

BRAND POSITIONING STRATEGY:

Brand Positioning is the most vital concept in a brand's strategy. Brand Positioning is also linked with
managing a brand's meaning. Today several brand of cars are positioning themselves on the features like
Price, Comfort dimensions, Safety, Mileage etc. Currently Manti Sunki 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, Manti Sunki believe in research and before lunching a
product the Maruti team does an 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. Manti 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. With
an intention to face with cutthroat competition and due to declining market shares, in 2000 Maruti Sunki cut
the prices of few models like Wagon R, Omni and Maruti 800 because Manti knew very well that the Indian
consumer is very sensitive about price & this price cut will definitely beneficial for company. In Jan 2002 to
attract the customers, Manuti decided that some of its corporate assets in Delhi including Manti's
manufacturing plant and children's park should be promoted. With an intention to promote road safety and
efficient driving the company held 'camivals' periodically at IDTR

In 2003, to attract the customers Maruti Suzuki launched attractive campaign like-Change Your Lifel. 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
15

question. In this contest the winners were chosen by a draw of lots and were entitled to gifts worth Rs.50
million.

In 2004, Manti introduced the '2599' offer under which by paying an EMI of Rs. 2599 for seven years after a
down payment of Rs.40000, a consumer could buy a Maruti 800. In 2004 Mansi introduced the "Teacher
Plus 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 country's economy, Manti knew that ther a great
potential in rural markets & in rural markets, the endorsements of opinion makers takes precedence over an
informed objective Judgment. Considering this fact, Maruti Sundi launched a panchayat scheme for such
opinion makers which covers the village Sarpanch, doctors and teachers in government instititutions, rural
bank officers where in an extra discourt is given to make a sel. As a part of customer engaging strategy and
to attract the potential customers Mar organized various melas wherein local favor is added by organizing
traditional social activities Bike Gramin Mahotsava are conducted round the year. As a part of promotional
approach Maruti Sunki promoted Swift & other brands through sponsoring various live programmes
(Dancing shows) like Dance India Dance

ADVERTISING STRATEGY:
Advertising is one aspect of brand building. Whenever Maruti hunched any brand, & supported that brand
with an ad campaign. Mandi's advertising campaigns included TVCs, Radio and Print ads, Point of Sale,
Mobile promotions, online marketing. Outdoor promotions. Maruti's advertising strategy focused both on
building up its corporate image and promoting its cars. Manti's campaigns emphasized different aspects of
its cars, including fuel efficiency, looks, space, etc.

In the late 1990s, Manti'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 intention to promote the all brands effectively, in 2000 Manuti decided to appoint
Capital Advertising. In 2003, Maruti Suzuki came up with an innovative advertising that became popular for
its simplicity and clear message. In this ad one child plays with his toy car & when the father asked him, he
replies, "Kya karoon papa petrol khatam hi nahi hota. This ad depicted the fuel efficiency of Maruti Sunki

DISTRIBUTION STRATEGY:
Distribution is an important marketing mix. In earlier days the consumers used to book for a car and wait for
more than a year to actually buy it. Also the concept of Show rooms was non- existent. Even worse thing
16

was the state of the after sales service. With an objective to change this scenario & to offer better service to
customers, Maruti took initiative. To gain competitive advantage, Manai Suniki developed a unique
distribution network. Presently the company has a sales network of 802 centers in 555 towns and cities, and
provides service 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 areas and deliver the products of the company. The company has formed the Dealer territories and
the concept of competition amongst these dealers has been brought about. Periodically corporate image
campaigns in all dealership are carried out. In 2003, to increase the competition the company implemented a
strategy for its dealers to increase their profitability level. Special awards were sometimes given by company
for sales of special categories. Manti Sunki had given an opportunity to dealers to make more profits from
various avenues like used

CONSUMER BEHAVIOUR:
For any company it is important to know about the needs and requirements of their customer has been found
that the most searched car in India is Manti Sunki and it sells more than the cars in India. Manti Sunki also
enjoys 70 percent repeat buyer which in tune with its e of being consumer friendly.

There are several aspects that consumer look 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. Maruti has been successful in catering to
their needs.

2. Mileage: Consumers look at mileage. In this scenario of rising petrol prices mileage becomes a very
important characteristic. Fuel efficiency of car is demanded by all categories of buyers

3. Brand Recognition and Association: Consumer likes to be associated with an established brands. It
gives them a sense of security

4. Durability and Warranty: A car is not purchased very often. Customers look for durability.

5. Appearance and Style: Car is status symbol for many customers. It's a form of portraying their class and
current financial condition. These customers give a lot of importance on the appearance and style. Relatively
young customers look more for style than old ones.
17

6. Reliability and Trust: A brand should be associated with trust and reliabilty, only then will it be
positioned in the minds of the people for a longer time and can succeed in the market.

7. Availability: With the explosion of choices, products should be easily available otherwise prospective
customers will shill to the competitors. Ease of availability can aho bring competitors customers to our brand
if they fail in this category.

8. Resale Value: People Bike to change cars after certain number of years which depends on several
parameters. New car purchase is offen accompanied by exchange of old car. Hence a high resale value is
what customers book for and Manti provides this.
18

SOME IMPORTANT MILESTONES

⚫ 1983 - First car, the 796 cc hatchback Maruti 800 launched

⚫ 1984-Maruti Omni van launched

⚫ 1985 - Maruti Suzuki Gypsy launched

⚫ 1990 - Three box 1000 cc car Maruti 1000 launched

⚫ 1993-Zen launched

⚫ 1994-Esteem 1.3 litre (1298 ce, three box car) launched

⚫ 1997 - New Maruti 800 (796 cc. hatchback car) launched in Standard and Deluxe versions

⚫ 1999-Wagon R and Baleno launched

⚫ 2000-Alto launched

⚫ 2001 - Versa launched

⚫ 2002 - Alto Lxi-Spin launched. Wagon R Pride is launched, Esteem Diesel launched and all variants
upgraded

⚫ 2003-The new Grand Vitara launched

⚫ 2004-Maruti Suzuki Swift launched

⚫ 2006-Zen Estilo and Swift Dzire launched

⚫ 2007 - SX4 luxury Sedan launched with the tagline "Men are back"
19

⚫ 2008-MSIL launches fifth world strategic model A-Star

⚫ 2009-Maruti Suzuki launches Ritz

⚫ 2010-Maruti Suzuki Launches KIO

⚫ 2012- In this year two cars launches Ertica and Alto 800

⚫ 2014- MSIL launches Celerio and Ciaz(Sedan)

⚫ 2015-Baleno and S-Cross launched

⚫ 2016-Vitara Brezza(Mini SUV)

⚫ 2017-Launched Ignis and Baleno RS

Maruti Suzuki 800

20

CHAPTER:-2

REVIEW OF LITERATURE
21

Shashank Srivastava (2012) GM Maruti Suzuki has mentioned that the consumer is price conscious and
the brand loyalty is diminishing because of the number of options in each segment moreover the customers
are ready to experiment today.

Peyton, R.M. (2013) in their working paper submitted at the Allied Academies International Conference
presented a comprehensive review of the literature on various Customer Satisfaction and Dissatisfaction
(CS/D) theories proposed. The literatures are specifically prior to the 1990s. This review focuses on the
major components of the decision-making process, also addresses the measurement-related issues relevant to
this body of literature.

Willard Hom (2014) presents two broadly classified customer satisfaction models viz. Macro-models,
which place the customer satisfaction among a set of related constructs in marketing research and Micro-
models, which theorize the elements of customer satisfaction. The paper also gives various models of
customer satisfaction from the perspective of the marketing research discipline

Vavra, T.G. (2016) in his book suggests specific programmes to improve the measurement of customer
satisfaction in an organization. The author describes five critical skills required for this taskviz sampling
/customer-participant selection. questionnaire design, interviewing/survey administration, data analysis, and
quality function deployment-building action plans

Shinde Govind P. & Dubey Manisha (2011) the study has been conducted considering the segments such
as passenger vehicle, commercial vehicle, utility vehicle, two and three wheeler vehicle of key players
performance and also analyze SWOT analysis and key factors influencing growth of automobile industry.

Sharma Nishi (2011) studied the financial performance of passenger and commercial vehicle segment of the
automobile industry in the terms of four financial parameters namely liquidity, profitability, leverage and
managerial efficiency analysis for the period of decade from 2001-02 to 2010-11. The study concludes that
profitability and managerial efficiency of Tata motors as well as Mahindra & Mahindra ltd are satisfactory
but their liquidity position is not satisfactory. The liquidity position of commercial vehicle is much better
than passenger vehicle segment.

Singh Amarjit & Gupta Vinod (2012) explored an overview of automobile industry. Indian automobile
industry itself as a manufacturing hub and many joint ventures have been setup in India with foreign
collaboration. SWOT analysis done there are some challenges by the virtue of witch automobile industry
faces lot of problems and some innovative key features are keyless entry, electrically controlled mechanisms
enhanced driving control, soft feel interiors and also need to focus in future on like fuel efficiency, emission
reduction safety and durability.
22

Zafar S.M.Tariq & Khalid S.M (2012) the study explored that ratios are calculated from financial
statements which are prepared as desired policies adopted on depreciation and stock valuation by the
management. Ratio is simple comparison of numerator and a denominator that cannot produce complete and
authentic picture of business. Results are manipulated and also may not highlight other factors which affect
performance of firm by promoters.

Ray Sabapriya (2012) studied the sample of automobile companies to evaluate the performance of industry
through indicators namely sales, production and export trend etc for period of 2003-04 to 2009-10. The
study finds that automobile industry has been passing through disruptive phases by over debt burden, under
utilization of assets and liquidity instability. The researcher suggested to improving the labour productivity,
labour flexibility and capital efficiency for success of industry in future.

Dawar Varun (2012) Study to analyze the effect of various fundamental corporate policy variables like
dividend, debit, capital expenditure on stock prices of automobile companies of India. The study tends that
dividend & investment policy are relevant and capital structure irrelevant to stock prices.

Mistry Dharmendra S. (2012) understood a study to analyze the effect of various determinants on the
profitability of the selected companies. It concluded that debt equity ratio, inventory ratio, total assets were
important determinants which effect positive or negative effect on the profitability. It suggerted to improve
solvency as to reduce fixed financial burden on the company profit & give the benefit of trading on equity to
the shareholders.

Murlidhar, A. Lok Hande & Rana Vishal S. (2013) the author tries to evaluate the performance of
Hyundai Motors Company with respect to export, Domestic Sales, productions and profit after tax. For this
purpose, the pie chart and bar graph are used to show the performance of company various years.

Dharmaraj, A.and Kathirvel N. (2013) explored an overview of new industrial policy act 1991, which
allow 100 percent foreign direct investment. An attempt is made to find out the effect of FDI on financial
performance of automobile industry. It is concluded that the liquidity ratios shows minor changes and
profitability shows an increasing trend

Rapheal Nisha (2013) the author tries to evaluate the financial performance of Indian tyre industry. The
study was conducted for period 2003-04 to 2011-12 to analyze the performance with financial indicators,
sales trend, export trend, production trend etc. The 3 result suggests the key to success in industry is to
improve labour productivity and flexibility and capital efficiency.
23

Hotwani Rakhi (2013) the author examines the profitability position and growth of company in light of
sales and profitability of Tata Motors for past ten years. Data is analyzed through rations, standard
deviations and coefficient of variance. The study reveals that there not exists a strong relationship between
sales & profitability of company.

Sharma Rashmi, Pande Neeraj & Singh Avinash (2013) for understanding how social media monitoring
can help diving the consumer decision & also study. The functions of social media i.e. monitor, responses
amplify and lead at maruti Suzuki India ltd. The researcher had discussion with social media team median
managers for collecting data & also visited the official social media sites of MSIL.

Daniel A. Moses Joshunar (2013) the study has been conducted to identify the financial strength and
weakness of the Tata motors Ltd. using past 5 year financial statements. Trend analysis & ratio analysis used
to comment of financial status of company. Financial performance of company is satisfactory and also
suggested to increase the loan levels of company for the better performance.

Dhole Madhavi (2013) Investing the impact of price movement of share on selected company performance.
It advise due investors consider various factors before choosing the better portfolio. Sentimental factors do
play a role in price movement only in short term but in long run annual performance is sole factor
responsible for price movement.

Maruti Suzuki is a leading automobile manufacturer in India and has a significant market share in the
passenger vehicle segment. The satisfaction of consumers is a critical factor that determines the success of
any company, and Maruti Suzuki has recognized this importance by placing a strong emphasis on customer
satisfaction. This review examines the research conducted on the analysis of consumer satisfaction of Maruti
Suzuki in Vadodara City.

Singh and Srivatava (2013) study showed various s factors affecting customer satisfaction towards Maruti
Suzuki. Measuring customer satisfaction provides an indication of how successful the organization is at
providing products or services to the marketplace. It conducted that satisfaction levels for pricing attributes
(such as Car price, discounts and service charges) are generally lower than product related attributes.
Parthian and Rajendran (2014) study was carried on customer preference toward Maruti Suzuki. This study
was to understand the mind of customers whether they was eager and satisfied to handle. Even though most
of the customers were satisfied with present model and service, few customers were not satisfied about the
facilities provided by the car. If the Maruti car service providers give enough attention regarding this, they
can ensure a large level of customer preference.
24

Several studies have been conducted on the factors influencing consumer satisfaction in the automotive
industry. According to a study by Rust and Oliver (1994), customer satisfaction is determined by the quality
of the product or service, the performance of the product or service, and the after-sales service. Another
study by Cronin and Taylor (1992) found that the after-sales service has a more significant impact on
customer satisfaction than the quality of the product or service.

A number of studies have been conducted to determine the level of customer satisfaction of Maruti Suzuki in
Vadodara City. In a study conducted by Jain, et al. (2016), it was found that the overall customer satisfaction
with Maruti Suzuki in Vadodara City was high, with a mean score of 7.06 out of 10. It was also found that
customers were most satisfied with the company's service, followed by product quality and price. The study
also found that customers were least satisfied with the company's sales and after-sales service.
In a study conducted by Patel and Modi (2018), the authors assessed the level of customer satisfaction
towards Maruti Suzuki vehicles in Vadodara City. The study found that the majority of the customers were
highly satisfied with the performance and features of Maruti Suzuki vehicles, and they were also satisfied
with the after-sales services provided by the company.

In a similar study conducted by Singh and Sharma (2020), the authors evaluated the factors influencing
customer satisfaction towards Maruti Suzuki in Vadodara City. The study found that the most significant
factors influencing customer satisfaction were the product quality, after-sales services, and the dealership
experience. Furthermore, a study conducted by Trivedi and Patel (2019) examined the relationship between
customer satisfaction and loyalty towards Maruti Suzuki in Vadodara City. The study found that customer
satisfaction significantly influences loyalty towards the brand, and the customers who were highly satisfied
with the brand were more likely to repurchase a Maruti Suzuki vehicle.

In summary, the literature suggests that customer satisfaction is a critical factor that influences the success of
Maruti Suzuki in Vadodara City. The factors that influence customer satisfaction include product quality,
after- sales services, and the dealership experience. Furthermore, customer satisfaction significantly
influences loyalty towards the brand, and highly satisfied customers are more likely to repurchase a Maruti
Suzuki vehicle.
25

PRODUCT PROFILE
26
27

CHAPTER:-3

RESEARCH METHOLOGY
28

RESEARCH METHOLOGY
Introduction
This chapter presents the research methodology used to explore and analyze the marketing strategy of Maruti
Suzuki. It outlines the research approach, design, data collection methods, and techniques for data analysis.
The objective of this research is to understand how Maruti Suzuki's marketing strategies contribute to its
competitive positioning in the Indian automotive market.

The purpose of methodology section in the report making is to describe the research process that is followed
while doing the main part. This would however include the research design, the sampling procedure, and the
data collection method. This section is perhaps difficult to write as it would also involve some technical
terms and may be much of the audience will nor be able to understand the terminology used. The
methodology followed by the researcher, during the preparation of the report was:

3.1 Research Design

A research design is purely and simply the framework or plan for a study that guides the collection and
analysis of data. The survey research was used in this project. because consumer's feedback was necessary
for obtaining the data. For this research, a descriptive research design has been employed. Descriptive
research helps in understanding the characteristics of the marketing strategies employed by Maruti Suzuki
and how these strategies have contributed to their market dominance.

⚫ Exploratory Approach: To gain deeper insights into Maruti Suzuki’s market strategies.

⚫ Descriptive Approach: To describe the current marketing practices, promotional tactics, and their
effectiveness.

3.2 Research Instrument

For doing the survey research, structured questionnaire with multiple choice questions was used.
29

3.3 Data Collection Methods

⚫ Primary data:

Primary data is that kind of data which is collected directly by the investigator himself for the purpose of the
specific study. Primary data is collected by the multiple choice. Data such collected is original in character.
The advantage of this method of collection is the authentic. A questionnaire of about 15 questions was made
and it was given to the dealers to fill it up for our research.
⚫ Surveys/Questionnaires: These were distributed to Maruti Suzuki customers and dealers to
understand customer preferences, perceptions, and satisfaction levels with the marketing strategies of
Maruti Suzuki. The surveys included multiple choice both questions, focusing on aspects like brand
recall, advertising effectiveness, pricing strategy, customer loyalty, etc.

.
⚫ 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, libraries, magazines, fair & conference and other
publications. The advantages of the secondary data can be-It is economical, both in terms of money and time
spent.The researcher of the report also did the same and collected secondary data from various internet sites
like www.google.com, www.airtel.com, www.hutch.co.in and many more. The researcher of the report also
visited various libraries for collection of the introduction part.
30

⚫ Company Reports: Annual reports, marketing materials, and press releases from Maruti Suzuki
were analyzed to gather insights into the company's marketing strategies.
⚫ Industry Reports: Published market analysis reports, academic journals, and studies on the
Indian automotive market were reviewed to understand the broader industry trends and competitive
landscape.

⚫ Online Sources: Websites, blogs, and social media platforms where Maruti Suzuki’s marketing
campaigns and customer feedback are shared.

3.4 QUESTIONNAIRE DESIGN:

We make questionnaire to know which category of people opts for which kind of plans. In this category the
factors included are such as income, background, age, etc. This includes 2 types of questions

1. open ended

2. closed ended

1. open ended: In this respondents are not bounded to answer within a set of choices and can give
their own views

2. Close-ended: in this respondents are bounded to answer within a set of choices.

I have designed my questionnaire on the basis of close-ended questions as it is more feasible to calculate
data from it.

3.5 SAMPLE DESIGN:

While developing a sample design, following points should be kept in mind:

⚫ Sampling unit: A decision has to be taken concerning a sampling unit before selecting sample.
Sampling unit may be a geographical one such as state, district, village etc or a construction unit such
as house, flat etc. or it may be as social unit such as family, club, school etc or it may be an
individual. the researcher will have to decide one or more of such units that he has to select for his
study
31

⚫ Size of the sample: This refers to the number of items to be selected from the universe to
constitute a sample. This is a major problem before a researcher. The size of the sample should be
neither is excessively large, nor too small. it should be optimum

An optimum sample is one which fulfills the requirements of efficiency, representatives, reliability and
flexibility

This involves figuring out how many samples one need.

The numbers of samples you need are affected by the following factors:

• Project goals

• How you plan to analyze your data

• How variable your data are or are likely to be

• How precisely you want to measure change or trend

• The number of years over which you want to detect a trend

• How many times a year you will sample each point

• How much money and manpower you have

3.6 Data Analysis Techniques

Data collected from primary sources were analyzed using both qualitative and quantitative methods:

⚫ Quantitative Analysis:

• Statistical Techniques: The survey data were analyzed using statistical methods such as frequency
analysis, cross-tabulation, and regression analysis to identify patterns, correlations, and the impact of
marketing strategies on customer satisfaction and brand loyalty.

• Descriptive Statistics: To summarize the data and provide an overview of customer demographics,
preferences, and satisfaction levels.
32

⚫ Qualitative Analysis:

• Content Analysis: The responses from interviews and open-ended survey questions were analyzed
using content analysis. Key themes, insights, and trends related to marketing strategies, customer
perceptions, and dealer feedback were identified.

• Thematic Analysis: In-depth interview data were coded and categorized into key themes to
understand the broader marketing tactics employed by Maruti Suzuki.

3.7 RESEARCH PROCESS:

The research process has four distinct yet interrelated steps for research analysis It has a

logical and hierarchical ordering:

✓ Determination of information research problem.

✓ Development of appropriate research design.

✓ Execution of research design.

✓Communication of results.

Each step is viewed as a separate process that includes a combination of task, step and specific procedure.
The steps undertake are logical, objective, systematic, reliable, valid, impersonal and ongoing.

3.8 DESCRIPTIVE RESEARCH

STEPS in the descriptive research:

Statement of the problem

✓ Identification of information needed to solve the problem

33

✓ Selection or development of instruments for gathering the information

✓ Identification of target population and determination of sampling Plan.

✓ Design of procedure for information collection

✓Collection of information

✓Analysis of information

✓Generalizations and/or predictions

3.9 Limitations of the Study:

This study had a few limitations:

• Geographical Constraints: The research was primarily conducted in urban and semi-urban areas,
which may not fully represent rural customer perceptions.

• Time Constraints: Due to time limitations, the study focused on a limited sample size, which may
not provide a comprehensive view of all customer segments.

• Response Bias: Some customers might have provided socially desirable answers, particularly in the
surveys, which could impact the findings.
34

CHAPTER:-4

DATA COLLECTION
35

This chapter involves the study of marketing strategies of Maruti Suzuki India Limited Marketing strategies
of the company has been carried out by considering few parameters like Brand Positioning, Advertising,
Sales Promotion, Pricing, Distribution & After Sales Service.

"It is more important to do what is strategically right than what is immediately profitable"- Philip Kotler.

Concept of marketing strategy:

Marketing is everywhere. People and companies, formally and informally engage in a vast number of
activities that could be called marketing. Good marketing has become an increasingly vital ingredient for the
success of business. Marketing has a very great impact on our day to day life.

Marketing is considered both an art as well as a science. In today's era, no company can think or even go
ahead without marketing as it is considered as the heart of business activity. Marketing practices are
continually being refined and reformed in virtually all industries to increase the chances of success.'

Marketing Strategies of Maruti Suzuki India Limited

Maruti Suzuki India Limited is a leading manufacturer of passenger vehicles in India. Lovingly referred to as
the people's car maker, over the past three decades Maruti Suzuki has changed the way people in India
commute and travel. Over three decades, Maruti Suzuki has won the hearts of customers through high
quality products and services. Today due to innovative marketing strategies Maruti Suzuki India Limited has
become the leading car manufacturers in India."

Brand Positioning Strategy

Brand- A brand is a product that adds other dimensions, and differentiates it in some way from other products
designed to satisfy the same need. Building a brand is not confined to merely advertising or creating visibility, it is
about offering the right marketing mix elements-product attributes, pricing, distribution (place) and promotion.

Brand Positioning- Brand positioning is the most important fundamental concept in a brand's strategy.
Brand positioning is also linked with managing a brand's meaning. Currently several brands of cars are
positioning themselves on the features like-Price, Comfort dimensions, Safety, Mileage etc. Today Maruti
Suzuki followed a very effective multi segmentation strategy to grab the different segments of the market
with different versions of its brands.
36

Maruti 800 – Considering the growing middle lass & small families, Maruti Suzuki launched Maruti 800.
The Maruti 800 brand basically targeted for middle class people at the urban professional, Maruti created
revolution in the indian market by introducing its 800 model, which was positioned on economy pf fuel
consumption. It was projected as a car with minimum maintenance needs and with greater fuel efficiency.

Alto 800- Alto 800 is another popular model of Maruti Suzuki. Its tagline "Let's Go Khisko" focuses &
communicate message to youths that let's leave boredom behind with the all new Maruti Alto 800 and enjoy
every moment of life. The Alto 800 brand is positioned considering the youths.

Omni: Omni is Maruti Suzuki's multipurpose vehicle. Today Omni is available in 5 different versions i.e 5
Seater, 8 Seater, Cargo, Ambulance & LPG. Maruti introduced Omni to meets the diverse needs across
different user segments. Omni is presently used as passenger carrier as well as goods carrier.

Wagon R- Wagon R is one of the successful brands from Maruti portfolio in the premium segment of
compact cars. Wagon R was initially positioned on the basis of the functionality platform. Wagon R was
initially positioned as a luxury car within the compact car segment. it claimed that the Wagon R provides the
space, comfort and performance of a luxury car in a compact car.

A-Star- A-Star is the best in class fuel efficient car of Maruti Suzuki. On November 2008, Maruti Suzuki
launched the much awaited A-Star. The brand was touted as a world strategic model and was the first car to
be fitted with the famed KB series engine. The brand started its journey with an aspirational note positioning
itself as an aspirational loaded young car for the successful ones.

Media tools used by Maruti Suzuki

Cyber Media- Commenting on marketing tools, Mr.Mayank Pareek, Executive officer (Marketing & Sales)
Maruti Suzuki India Limited said that Cyber media plays vital role to promote Maruti brands. Also the
banners have been displayed on various internet sites. He stated that we have various schemes for people
like Maruti Financial Ltd, Maruti Countrywide and tie-ups with banks like SBI, HDFC and ICICI.

Outdoor Media- Regarding advertisement of Swift, Mr.Pareek opined that Swift car is better in terms of
technology and has the appeal of a very cool and smooth brand. According to him, Swift is a successful
venture because of its outdoor media campaign. Maruti Suzuki created 500 innovative displays of Swift
spread all over India. Also to make Swift very popular, In Delhi, Maruti Suzuki displayed cardboard models
of Swift at the busy Rajiv Chowk and the ITO crossing. The quality of plastic, steering wheel, fabrics,
controls and instruments are good and feel classy."
37

Digital Marketing- with an object to reach to target customers Maruti Suzuki have collaborated with
Google for digital marketing. According to Shashank Srivastava, the digital media is changing fast and
hence it is must to focus on this area. He said that, Maruti and Google have been working closely on, "search
engine optimization and online reputation management" initiatives.

Print Advertisement- Maruti Suzuki, whenever launched the car, it supported the launch of the product
with an ad campaign. The campaigns also include print ads. Currently print ads are also playing vital role in
promoting the products as well as services. Considering the growing number of readers of newspapers and
magazines. Maruti Suzuki currently advertising its brands through leading newspapers and automobile
magazines like Auto India, Auto Car, Overdrive, Auto Bild India etc. Also with an intention to reach to all
and to make everyone aware about Maruti brands and services, the company through local newspapers,
advertising its products and services. For eg. to reach to Marathi people the advertisements has continuously
been displayed through local newspapers for e.g In Marathwada region, Maruti Suzuki advertising its brands
through Dainik Lokmat. Dainik Divya Marathi and Dainik Sakal, Dainik Punya Nagari, Loksatta, as those
are the leading Marathi news papers.

Sales Promotional Strategies of Maruti Suzuki

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 2003, to attract the customers Maruti Suzuki launched attractive campaign like "Change Your Life". The
company also offered vehicle insurance for One rupee only.

In year 2003, Maruti Suzuki and State Bank of Travancore enter into an agreement to provide low interest
loan to the persons who intend to buy Maruti cars. Also in same year, the company alliance with Union Bank
of India for providing loans to the customer of Maruti Suzuki at competitive rates.

Maruti Suzuki introduced an offer '2599' in 2004 for Maruti 800. The offer not only conveyed that the car
can be bought at only Rs.2,599 per month but also highlighted the aspirations of scooter owners who can
upgrade to car.

Segmentation, Targeting and Positioning

Maruti Suzuki has a wide variety of models which meets every segment of the automobile market. It offers
over 16 brands and about 150 variants spanning all segments which include Maruti 800, Maruti Omni,
38

Maruti Alto, Maruti Gypsy, Maruti Wagon R, Maruti Swift, Maruti SX4, Maruti Ertiga, and Maruti Grand
Vitara.

The brand has cars available for clients with an income of over 4 LPA. They cover the middle class, upper-
middle-class, high class, and the affluent class which is its target customer base.

MSIL positions its 16 brands effectively by serving customers according to their specific needs and desires.
From Alto and Wagon R to the premium Ertiga, everyone is covered!

Definition and Conceptualization

 Marketing Strategy

Marketing is the activity, set of institutions, and processes for creating, communicating, delivering,
and exchanging offerings that have value for customers, clients, partners, and society at large.
Marketing is the process of getting people interested in your company's product or service. Done
by market research, analysis, and understanding your ideal customer's interests. Marketing
pertains to all aspects of a business, including product development, distribution methods, sales, and
advertising.

 Strategy

A strategic concept is a broad idea or framework that guides an organization's overall direction and
decision-making. It outlines the organization's long-term goals, vision, and values, and provides a high-
level approach for achieving them.

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 proposition, key brand messaging, data on target
customer demographics, and other high-level elements.Marketing Strategy consist of 4P’s of marketing –
Product, Price, Place, Promotion.


 Goal of Marketing Strategy
The ultimate goal of a marketing strategy is to achieve and communicate a sustainable competitive
advantage over rival companies. Marketing strategies should ideally have longer life spans because they
39

contain value propositions and other key elements of a company’s brand, which generally hold constant
over the long time.

Benefits of Marketing Strategies

1. Clarity of Purpose: It provides a clear direction for your marketing efforts, helping you stay focused
on what's most important.

2. Better Resource Allocation: Strategy in place, you can allocate your resources, such as time and
budget, more efficiently and can prioritize marketing activities.

3. Consistent Brand Messaging: Consistency in branding helps build brand recognition and trust among
your audience.

4. Competitive Advantage: A solid marketing strategy allows you to differentiate your business from
competitors. By highlighting your unique value proposition and strengths, you can gain a competitive edge
in the market.

5. Customer Understanding: Through market research deep understanding of your target audience.

6. Long-Term Growth: Long-term business needs good strategy. By consistently attracting and retaining
customers, your business can achieve steady growth and profitability.

Industrial Profile
Maruti Suzuki is India's largest automobile manufacturer, with a dominant presence in the passenger
vehicle segment. It's known for producing a wide range of vehicles, from compact cars to SUVs, catering to
diverse consumer needs. The company has a robust manufacturing infrastructure with multiple production
facilities across India, enabling it to maintain a strong market position and meet growing demand.
Additionally, Maruti Suzuki has a well- established dealership network and a reputation for
offering reliable and fuel-efficient vehicles, contributing significantly to its industrial profile.
40

Vision and Mission

“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”

Key Features of Maruti Suzuki Vehicles :-

Some key features commonly found in Maruti Suzuki a car includes:-

 Fuel Efficiency: Maruti Suzuki cars are known for their fuel efficiency. Many models
offering excellent mileage.

 Affordability: Offers various budgets and needs.

 Reliability: Vehicles are renowned for - Reliability and low maintenance costs.

 Safety Features: Many Maruti Suzuki models come equipped with standard safety
features such as dual front airbags, ABS with EBD, seatbelt reminders, and ISOFIX child seat
anchors.

 Comfort and Convenience: Feature comfortable interiors - ergonomic design, ample cabin space,
and convenient storage options. Modern amenities - touchscreen infotainment systems,
smartphone connectivity, automatic climate control, and power windows.

 Advanced Technology: Includes - efficient engines with variable valve timing, automatic
transmission options, and Smart Hybrid technology for improved fuel efficiency. These are
some of the key features that contribute to the popularity of Maruti Suzuki cars in the Indian
market.
41

TYPES OF MARKETING SRATEGEY

1. Product Differentiation Strategy

 Offers a wide range of vehicles catering to various customer segments, from budget-friendly
models like Alto to premium models like Grand Vitara.
 Regular innovation in features, fuel efficiency, and design to meet changing customer
preferences.

2. Pricing Strategy

 Competitive pricing to cater to the mass market and attract price-sensitive customers.
 Attractive financing schemes, discounts, and exchange offers to boost sales.
 Premium pricing for higher-end models.

3. Digital Marketing Strategy

 Active social media presence on platforms like Instagram, Facebook, and Twitter.
 Targeted digital advertising campaigns and influencer collaborations.
 Content marketing with informative blogs, videos, and car maintenance guides.

4. Advertising Strategy (ATL & BTL)

 Above the Line (ATL): Television, radio, print, and online ads for mass visibility.
 Below the Line (BTL): Localized events, roadshows, and test-drive campaigns to engage directly
with customers.

5. Customer Engagement Strategy

 Loyalty programs and personalized communication with existing customers.

 Customer relationship management (CRM) to analyze customer data and improve interactions.
42

6. Influencer and Celebrity Marketing

 Collaborations with influencers and celebrities to promote products to younger audiences.

7. Sales Promotion Strategy

 Seasonal offers, cashback schemes, and financing options.

 Special discounts for corporate customers and rural segments.

8. Distribution Strategy

 Extensive sales network with nearly 4,000 dealerships across India.

 Online booking and sales platform to enhance the buying experience.

9. Rural Marketing Strategy

 Special focus on rural markets through fairs, local events, and partnerships with rural financial
institutions.