Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
STP of
Maruti Suzuki
-2
Gautam Chopra
Saurabh Chopra
Abhay Chawla
Chaman Tanwar
Kanak Binayakiya
 Maruti Udyog Limited (MUL) : established in February 1981, though
the actual production commenced in 1983.
 Its Chairma...
Product Line
Segmentation
Geographical Demographic Psychographic Behavioral
Geographical Segmentation
Country wise reach.
For Urban and Semi Urban areas.
Demographic Section
 For every life cycle but above age of 18 years.
Income base segmentation
Low Medium High
2-5 lakh 5-...
Family Size
small large
Psychographic Segment
It focuses middle class people.
Company also has sports oriented cars.
Behavioral Segmentation
Benefit Sought
Road Warriors Generation Price shoppers
Ciaz Celerio Alto-800
Usage
Rate/Frequency
Heavy Product
Use
Medium
Product Use
Low Product
Use
Diesel Petrol/Diesel Petrol
Maruti Suzuki
42%
Hundai Motors
15%
Mahindra & Mahindra
10%
Tata Motors
8%
Others
25%
MARKET SHARE
Competitors Analysis
Basis Swift Grand-i10
Price 4.68lakh 4.80lakh
Mileage 25.2kmpl(Diesel)/20.4kmpl(Petrol) 24kmpl(Diesel...
Improvements Needed
Cars should be more spacious.
Modernization is needed in designs.
Must give some additional feature...
References
 http://articles.economictimes.indiatimes.com/2014-04-
11/news/49058710_1_honda-cars-india-maruti-suzuki-india...
STP of Maruti Suzuki
STP of Maruti Suzuki
STP of Maruti Suzuki
STP of Maruti Suzuki
Upcoming SlideShare
Loading in …5
×

STP of Maruti Suzuki

13,940 views

Published on

whole description of segmentation, targeting and positioning strategy of maruti suzuki

Published in: Education
  • Login to see the comments

STP of Maruti Suzuki

  1. 1. STP of Maruti Suzuki -2 Gautam Chopra Saurabh Chopra Abhay Chawla Chaman Tanwar Kanak Binayakiya
  2. 2.  Maruti Udyog Limited (MUL) : established in February 1981, though the actual production commenced in 1983.  Its Chairman is Mr. R. C. Bhargava  MD & CEO = Mr. Kenichi Ayukawa  Maruti Udyog Limited was renamed as Maruti Suzuki India Limited. (17 Sept. 2007,) and currently the country’s largest car maker.  The company's headquarters are located at “Plot no.1 Nelson Mandela Road, Vasant Kunj, New Delhi-110070. Introduction
  3. 3. Product Line
  4. 4. Segmentation Geographical Demographic Psychographic Behavioral
  5. 5. Geographical Segmentation Country wise reach. For Urban and Semi Urban areas.
  6. 6. Demographic Section  For every life cycle but above age of 18 years. 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
  7. 7. Family Size small large
  8. 8. Psychographic Segment It focuses middle class people. Company also has sports oriented cars.
  9. 9. Behavioral Segmentation Benefit Sought Road Warriors Generation Price shoppers Ciaz Celerio Alto-800
  10. 10. Usage Rate/Frequency Heavy Product Use Medium Product Use Low Product Use Diesel Petrol/Diesel Petrol
  11. 11. Maruti Suzuki 42% Hundai Motors 15% Mahindra & Mahindra 10% Tata Motors 8% Others 25% MARKET SHARE
  12. 12. Competitors Analysis Basis Swift Grand-i10 Price 4.68lakh 4.80lakh Mileage 25.2kmpl(Diesel)/20.4kmpl(Petrol) 24kmpl(Diesel)/18.9(Petrol) Engine 1248cc(Diesel)/1197cc(Petrol) 1197cc(Diesel)/1120cc(Petrol)
  13. 13. Improvements Needed Cars should be more spacious. Modernization is needed in designs. Must give some additional features models. Focus on safety of users
  14. 14. References  http://articles.economictimes.indiatimes.com/2014-04- 11/news/49058710_1_honda-cars-india-maruti-suzuki-india-passenger-vehicle- sales  www.youtube.com  www.financialexpress.com  http://www.carwale.com/comparecars/hyundai-creta-vs-marutisuzuki-s-cross/  www.google.com  www.slideshare.com

×