2. One of the strongest one is its rural market
dominance. Maruti Suzuki, as a brand, has far
reaching powers in rural areas.
• The rural market share of Maruti increased from 3.5
percent of total sales five years ago to 26 percent in
2012.
• But how did they manage more than 8 times growth
in just 5 years?
• The answer is strong and sound rural marketing
strategy.
3. STRATEGIES ADOPTED BY MARUTI SUZUKI TO
CAPTURE RURAL INDIA
• Maruti Suzuki started the ‘Ghar Ghar Mein Maruti’ and ‘Mera Sapna Meri
Maruti’ campaigns to target the rural segment.
• 3,000 local villagers were nominated as resident dealer sales executives of Maruti
Suzuki to promote the products.
• They were supported by over 186 extension counters.
• Maruti Suzuki even tried to influence the opinion leaders of the village (like Sarpanch)
by taking them for factory visits, conducting detailed profiling, their consumption
patterns and their choices
4. • The automaker aggressively marketed the brand at rural sporting events to
sales fairs (Grameen Mahotsavs) to SMS campaigns for Gram Panchayat.
• Maruti Suzuki has started Video on Wheels campaign in which the
villagers get to see the screening of Maruti Suzuki ads while sitting in an
air-conditioned environment created in the back of a truck
5. • The automaker is not just spending marketing rupees on rural
people with low per capita income.The kind of people that
Maruti Suzuki is selling to
• Orange farmers in Nagpur
• Turmeric growers in Tiruchengode, Tamil Nadu
• Granite polishers in Hyderabad
• Blue pottery makers in Jaipur
• Madhubani painters in Madhubani, Bihar
• Potato growers in West Bengal
• Apple and fruit growers in Himachal Pradesh
• Fishermen in Howrah
• Alphonso mango growers in
Ratnagiri
6. IN FUTURE
• The rural market is a relatively untapped area for automakers.
• Maruti Suzuki plans to double the number of its outlets in rural
India from the present 231 to around 450 in the next two years.
• Rural outlets will account for nearly 50 per cent of Maruti’s
network (550 will be located in urban centers) compared with
just around 35 per cent now.
• It plans sale centers in all towns with a population of over
50,000 people by 2015.
