BRIEF HISTORY• Maruthi udyog limited established in 1981• Launched its first car Maruthi 800 in 1983 Source :World Bank• A joint Venture was signed Between Govt and Suzuki Motor company in 1982• Suzuki Held 26% stake in maruthi suzuki
MARKETING STRATEGY• First Car company to study consumer demand• Maruthi 800 Targeted Middle income Group• Delux Model targeted Rich people• Maruthi van for Bus man And Doc• Gypsy For police
MAJOR FAULTS• MUL Lost its Market Share in Late 1990 due to Liberalization• Foreign players Like HYUNDAI,DAEWOO etc Played Vital role in the market
CHANGE IN AUTO INDUSTRY• Bank Loan & Financial Companies• Response of Maruthi• Intoduction of ZEN-World`s Car• Vehicle Insurance At Re 1• Maruti`s Slogan “Count on us”.• New slogan Change your life campaign
MARUTI`S STRATEGY• To Strengthn Manpower• Increase in Salary To sales agent• Incentives
CAR SEGMENTATIONSEGN PRICE CARSA 2 TO 3 MARUTI 800,OMNI,REVAB 3-5 L WAGON,ESTEEM,INDIGOC 5-10L CITY, LANCERC 10-15L SCORPIO,INNOVAD 15L<ABOVE CRV,BMW,AUDI
COMPETITIVE ADVANTAGE• CUSTOMER SERVICE• TRUE VALUE OPERATION• PRESENCE ACROSS SEGMENTS.