1. PRESENTATION ON MARUTI SUZUKI
SWIFT DZIRE
TEAMWORK
ANSHUL YADAV
ANSHUL YADAV
JAGDISH SAINI
HARSHI BANSAL
2. PRODUCT CLASSIFICATION
CONSUMER PLANS IN ADVANCE
ONE OR MORE TRIPS TO
SHOWROOM
CONSUMER PLANS IN ADVANCE
SHOPPING GOODS
SHOWROOM
ONLY AVAILABLE AT
AUTHORISED DEALERSHIP
CAR
COMPARISION WITH OTHER
CARS AVAILABLE
INVOLVES HIGH PRICE
3. NEEDS OF CUSTOMER FULFILLED BY PRODUCT
REAL NEEDS
UNSTATED NEEDS DELIGHT NEEDS
¾Good after sales service
f d l
¾Consumer wants a Car
with low operating /
maintenance cost.
I i f i i i l
¾Consumer expects from
d l
from dealer.
¾Easy availability of spares.
Irrespective of initial cost. dealer :
¾Music system
¾Navigation system
¾Freebies
¾Discounts
4. CAR : COMPACT SEDAN
COMPANY NAME BRAND NAME
COMPANY NAME BRAND NAME
MARUTI SUZUKI INDIA LTD SWIFT DZIRE
HONDA CARS INDIA LTD AMAZE
HYUNDAI MOTOR INDIA LTD XCENT
HYUNDAI MOTOR INDIA LTD XCENT
5. Established : 1981
CEO : Kenichi Ayukawa
CEO : Kenichi Ayukawa
Joint venture(Suzuki Corporation
Japan & Maruti Udhyog India Ltd.)
M. SUZUKI
Manufacturing facilities
Head Office :
New Delhi
Gurgaon, Haryana
Capacity : 9 lacs p.a.
Manesar, Haryana
Capacity: 5 50 lacs
R&D Center
Capacity: 5.50 lacs
p.a.
Gurgaon , Haryana
6. Established : 1995 Established : 1996
CEO : Katsushi Inoue
Established : 1996
CEO : BO Shin Seo
Fully own subsidiary (Honda Motor Co.
Ltd. , Japan)
Fully own Subsidiary (Hyundai Motor
Co. , South Korea)
Plant 1 : Greater Noida (U.P.)
(1.20 lac cars p.a.)
Plant 1 : Kanchipuram (Tamilnadu)
(3.00 lac cars p.a.)
Plant 2 : Tapukara (Rajasthan )
(1.20 lac cars p.a. )
Plant 2 : Kanchipuram ,Tamilnadu
(3.30 lac car p.a. )
R&D Centre : Greater Noida (U.P.) R&D centre : Hyderabad (A.P.)
10. MARKETING MIX OF HYUNDAI XCENT
MARKETING MIX OF HYUNDAI XCENT
PRODUCT PLACE PROMOTION
PRICE
¾Compact sedan
¾European styling
¾ i i
¾5.0‐7.8 lacs
¾Based on
tit i i
¾Distribution channel
¾Showrooms
¾Direct contact
¾Offers & discount
¾Korean engineering
¾Petrol & Diesel
¾Aggressive look
¾Muscular Design
¾P l 19 01 K l
competitors pricing
¾Targets middle
income level
customers
¾Aff d bilit
¾Service centre
¾Fleet sales
¾503 dealership
across india
¾
¾Mass
communication
¾Sponsorship
¾Demonstration
¾Petrol : 19.01 Kmpl
¾Diesel : 24.04 kmpl
¾Automatic
transmission
¾S f f ABS
¾Affordability
¾Cost recovery
pricing
¾Penetration pricing
¾Export to other
countries.
( Test Drives)
¾Pull strategy
¾Motorsports events
¾Safety features : ABS ,
Airbags
12. MARKETING MIX OF HONDA AMAZE
PRODUCT PRICE PLACE PROMOTION
¾Compact sedan
¾European styling
¾
¾5.23‐8.25 lacs
¾Based on
¾Distribution
channel
¾
¾Direct contact
¾Offers & discount
¾Mass
¾Japanese
engineering
¾Petrol & Diesel
¾Premium look
competitors pricing
¾Targets middle
income level
customers
¾Showrooms
¾Service centre
¾Fleet sales
¾213 dealership
¾Mass
communication
¾Sponsorship
¾Demonstration
¾Premium look
¾Muscular Design
¾Petrol : 19.01
Kmpl
¾Di l 24 04
customers
¾Affordability
¾Cost recovery
pricing
¾P t ti
¾213 dealership
across 140 cities. ( Test Drives)
¾Pull strategy
¾Motorsports events
¾Diesel : 24.04
kmpl
¾Automatic
transmission
¾Penetration
pricing
¾Safety features :
ABS , Airbags
13. MARKET SHARE OF THE LEADING BRAND
S O G
HONDA
AMAZE
SUZUKI
SUZUKI
DZIRE
HYUNDAI
XCENT
COMPANY WITH BRAND MARKET SHARE
SUZUKI SWIFT DZIRE 74.33 %
HONDA AMAZE 12.71 %
HYUNDAI XCENT 12 94 %
HYUNDAI XCENT 12.94 %
*Source : As per August 2015 Car sales Analysis (www.teambhp.com)
15. SEGMENTATION TARGETING POSITIONING (STP)
SUZUKI SWIFT DZIRE HONDA AMAZE
HYUNDAI XCENT
SEGMENTATION
SEGMENTATION :
¾Demographic :
Income – Middle Class
Gender female (Automatic
SEGMENTATION :
¾Demographic :
Income – Middle class
Gender female (automatic
SEGMENTATION :
¾Demographic :
Income – Middle class
Gender female (automatic
(
variant )
¾Behavioral : Usage
Low : Petrol variant
High Diesel variant
Gender female (automatic
variant )
¾Behavioral : usage
Low : Petrol variant
Hi h Di l i
Gender female (automatic
variant )
¾Behavioral : usage
Low : Petrol variant
Hi h Di l i
High : Diesel variant
TARGETING :
¾Middle income group
¾Working professionals
High : Diesel variant
TARGETING :
¾Middle income group
¾Working professionals
High : Diesel variant
TARGETING :
¾Middle income group
¾Working professionals
g p
¾Targets youth
POSITIONING :
¾Space
¾L i t
¾Working professionals
¾Targets youth
POSITIONING :
¾Space
¾
¾Working professionals
¾Targets youth
POSITIONING :
¾Compact
¾
¾Low maintenance
¾High fuel efficiency
¾Comfort
¾High fuel efficiency
¾Powerful engine
¾High fuel efficiency
16. PRODUCT MIX OF MARUTI SUZUKI
HATCHBACK UTILITY VEHICLES
SUV
SEDAN
17. INFORMATION ABOUT PRODUCT MIX
OF MARUTI SUZUKI
PRODUCT MIX LENGTH
ƒMSIL has 4 product lines and average products within each product line is 3.
ƒSo product mix length of MSIL is 12
PRODUCT MIX WIDTH
So product mix length of MSIL is 12 .
h d l
PRODUCT MIX DEPTH
ƒMSIL has 4 product lines .
ƒSo product mix width of MSIL is 4 .
ƒMSIL has 4 products lines . The hatchback , sedan , SUV & utility vehicles .
ƒThe product line depth is 5,2,2 & 3 respectively.
