This document outlines a digital marketing plan for Maruti Suzuki to launch their new model, the Kizashi, targeted at upper-middle and upper-class customers. The goals are to create buzz about the new model through social media before its launch, build awareness of Maruti Suzuki entering a new segment, and get over 1 million YouTube views and thousands of likes/followers on Facebook and Twitter. The target audience is urban Indians aged 25-45 earning over 10 lakhs annually. The plan details creating social media pages and video campaigns on Facebook, YouTube, and Twitter and measuring engagement through analytics to promote the Kizashi launch.

1. DIGITAL
MARKETING
PLAN
By
Bhumit Patel
Institute of Management, Nirma
University

2. PRESENT SCENARIO
 Maruti Suzuki strives heavily on TV commercials and print media
for promotions.
 Traditional Marketing is heavily used for launching new products
and for new marketing campaigns.
 Facebook page, Twitter account and Youtube channel exists for
the organization as a whole and also for several of their
blockbuster cars viz, Swift, Swift Dzire, Ertiga etc.
 Twitter and Facebook accounts of Maruti Suzuki have been
relatively less active in terms of creating buzz around new product
launches and campaigning activities across the country.

3. GOALS
 Let us consider the launch of Kizashi is due by 6 months. Kizashi
is Maruti Suzuki’s new model targeted at upper middle class and
upper class segment of customers.
 The goal is to create digital buzz around the new model before its
launch.
 Building awareness about the brand Maruti Suzuki and its foray
into the new segment.
 Creating promotional videos and making it viral over Youtube.
Getting 1million views in the first week of the campaign.
 Getting 5000 likes on the Facebook page of the car in the first
month.
 Getting 3000 followers on Twitter account of Kizashi.

5. TARGET AUDIENCE
 People in the income group of 10 lakhs and above.
 The people living in urban India.
 Those who have a liking for luxury, comfort and status quo of the
car.
 Young Entrepreneurs and Established Corporates.
 Age group between 25 to 45.
 Loyal customers of Maruti Suzuki.

6. Facebook
Creating a
Fan page for
Kizashi
Using paid
Reach for
page
promotion
Creating
content to
match the
brand
positioning
Linking to
relevant icons
in various
industries
Continuously
post new
content
Ask questions
or start
competitions
for audience
involvement

7. Youtube
Choose a
Theme to
start Video
Campaigns
Make series
of
promotional
videos
Use True
View
Instream as
paid tool for
promotions
Continuously
monitor the
comments
over the
video
Use Fan
Finder to
reach out to
the targeted
audience
Link your
channel to
relevant
channels

8. TWITTER
 Create a new account for Kizashi
 Start linking your accounts with already existing accounts of
Maruti Suzuki Models
 Broadcast the tweets to amplify the reach.
 Link the account to Facebook page to make it easier to manage.
 Provide link of twitter account in all promotional content to
increase the number of followers
 Generating buzz with hashtag games and competitions.

9. OTHER ACTIONS
Optimize SEO
Optimize and review relevance of Google AdWords
(e.g.: Great luxury, new car, Maruti Car etc.)
Review opportunities from Display Advertising
Review relevance of affiliate and partner marketing

10. MEASURE
 Continuously use the analytics available in all three social sites.
 Measure the buzz and reach created weekly or daily.
 Engage the audience periodically to create brand recognition.
 Take corrective actions to negate the impact of negative publicity
arising around the product launch.

11. THANK YOU