2. KIZASHI LAUNCH
• Kizashi is Japanese for 'something great is
coming'
• First unveiled in concept form at the 2007
Frankfurt Motor Show
• Was launched in India on 2nd Feb 2011 as
Maruti Suzuki Kizashi
3. SEGMENTATION
Identify the target market
• To make clear who all should be targeted
• Targets who have something in common
• Being the first step will decide on the market
strategies and promotional schemes
4. • Maruti has identified the segment based on
the income groups
• Lower Income Group - Maruti 800, Alto
• Middle Income Group - Wagon R, Swift, Swift
Dzire, Ritz
• High Income Group - Maruti Suzuki
Kizashi, Suzuki Grand Vitara
5. Price tag : 16.50 - 17.50 lakhs
High income group
(monthly income > 2 lakhs)
6. Expectations of the Target
• essential to find out the needs of the target
audience
• who love luxury, comfort and additional
features of the cars
• Individuals who are image and status
conscious
7. What offers…
• Interiors: Interior fit and finish
will impress, especially if you've
ever seen the inside of another
Suzuki.
• 2.4 liter DOHC petrol engine
that will generate the power of
178 PS at 6500 rpm and 230 Nm
of torque at 4000 rpm with its 4
cylinder and 16 valve
• Sporty look to this sedan
• Some advance features like ESP,
cruise control, Anti-lock braking
system and EBD
• stands at the Top when it comes
to luxury with its family cars
8. Create sub groups
• Create subgroups within groups for effective
results
• Maruti created sub-groups by offering 2
variants :
– Maruti Suzuki Kizashi CVT (automatic, 17,5 lakhs)
– Maruti Suzuki Kizashi MT (manual, 16.5 lakhs)
9. Naming the Segment
• psycho graphically selected the A1, A2, B1,B2
socio economic classification
10. Marketing strategy for the segment
• Hype creation ->
Concept Kizashi 1
Concept Kizashi 2
Concept Kizashi 3
11. Estimating the size of the market
• In this case, dictated by the income of the
consumers
