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1. MARKETING STRATEGY OF MARUTI SUZUKI
GROUP C02-
ANISH KAMAT-2017132
ARKA MITRA-2017136
DEBANJAN DAS-2017143
JAIMIN S PATEL-2017150
KUSHAL D-2017156
ROHIT MONDAL-2017172

2. 5 C’S OF MARKETING AND PERCEPTUAL
MAP FOR MARUTI SUZUKI
CONTEXT
CUSTOMER
COMPANY
COMPETITO
R
COLLAORATIO
N

3. PRODUCT MIX WIDTH ALONG WITH
NEW LAUNCH PLANS
HATCHBACK SEDAN SUV/MUV VAN
ALTO K10 DZIRE ERTIGA OMNI
WAGON R CIAZ GYPSY EECO
CELERIO VITARA BREZZA
SWIFT S-CROSS
ALTO 800
BALENO
IGNIS

4. Service elements of Maruti Suzuki India Ltd
1. Authorized service stations
2. Maruti insurance
3. Maruti Driving School
4. Maruti True Value Out let
5. Maruti Call Center
6. Maruti on Road Services
7. A Buying Experience Like No Other
8. One Stop Shop
9. The Low-Cost Maintenance Advantage
Service Blueprint of Maruti Suzuki car service Centre
across India

5. Gap analysis
Visual merchandising strategies being adopted
1. Free Test Drive
2. Point of Purchase Display
3. Auto Expo

6. Communication Channels
1. Personal Communication Channels
 TV commercials, Radio, Print Ads (Newspapers, Magazines, Banners)
 Digitas – Ads on top websites of Yahoo, Rediff, google, Facebook
2. Non-Personal/Mass Communication Channels
 Sponsorship activities – Raid De Himalaya (motorsports for amateur drivers),
 Roadshows
 Campaigns
3. Integrated Marketing Communication (IMC) Channel
Step 1: Product awareness
Step 2: Mass Media and less-media connected people

7. Distribution Channels & Flows For Maruti Suzuki
Manufacturer
Dealers
Consumers
• 1-Level of Consumer Marketing Channel:
• Five Marketing Flows in marketing channel for Marathi Suzuki:

8. Modern Retail Practices Adopted
• Maruti Suzuki use two main distinct retail channels: Maruti Suzuki ARENA, NEXA.
Maruti Suzuki ARENA:
• “Maruti Suzuki ARENA” is at the core of their strategy to transform their network and meet customer expectations.
• This concept is different itself from rest of the marketing platform through Digital innovation integration.
• Customers can now book their cars and even personalize models according to their preference on the new highly
interactive website.
• Modern state of art showrooms Maruti Suzuki Arena, facilitates their customers those who register on the Web site
can start their journey in the showroom by entering their mobile number on the navigation web portal console and
can explore the entire product range portfolio through highly responsive and interactive touchscreens.
• A dedicated ‘Personalization Zone mapping’ with car configurators will enable customers to electronically
personalize cars and mix-and- match accessories.
• It will also provide enhanced transparency, Creation of interest and delight customers with an exciting purchase
expectation, seamlessly from the digital cloud space to physical showrooms experience.
Nexa:
• Maruti Suzuki launched a new branded retail network sales channel called “Nexa” to an attempt to enter the high-
end car segment with launch of first of its kind premium retail network.
• It is network from MSIL that caters the high-end consumer who wants to go for beyond their first cars and looking for
a new experience.
• The main responsibility of creating Nexa managed to successfully change customer perception about Maruti Suzuki
and through Nexa they successfully entered the premium car segment with some very good product offering.

9. Campaigns by Maruti Suzuki
Shake Innovation
Social Media Program – Live the moment
(Targeting Young Customers)

10. Mobile and Social Media Strategy
 In 2013 Social Media strategy on IPL was launched
 Campaign was named “Maruti Suzuki Premier League”
 Game consisted of two parts- a cricket game and an online quiz
 Leader board showing highest individual and team scores
 Received 24 million+ impressions
 Around 3.2 lakhs clicks generated
 More than 2.7 lakh games played

11. Price across brands and major segments

12. Factors affecting pricing
• Brand value
• Styling
• Fuel economy and performance
• Space
• Ground clearance
• Comfort and safety features
• After sales and service costs
• Resale value

13. Optimizing Pricing
 Rural Marketing as a part of stratifying pricing
 Promotional Offers to optimize pricing
 Core competition in pricing
 Distribution Strategy

14. References
 KOTLER, P. & KELLER, K. 2016. Marketing Management 15th Edition, Prentice Hall
 Maruti Suzuki official website, retrieved from https://www.marutisuzuki.com/ on Dec 1, 2017
 Somani, Shraddha (August 4, 2015), Maruti Suzuki India League Generated 24 M+ Impressions
Through Social Media, retrieved from http://www.digitalvidya.com/blog/maruti-suzuki-india-
league-generated-24-m-impressions-through-social-media/ on Dec 1, 2017
 Integrated Marketing Communications – An Art Mastered by Maruti Suzuki (March 27, 2008),
retrieved from http://rajeshaithal.blogspot.in/2008/03/integrated-marketing-communications-
art.html on Dec 2,2017
 Sen, Satrajit (July 31,2013), Maruti Suzuki names Digitas as its digital agency, retrieved from
http://www.afaqs.com/news/story/38257_Maruti-Suzuki-names-Digitas-as-its-digital-agency on
Dec 2,2017
 Kumar, Dr. R. Satish; Singh, Atul Sen (May 2013), SOCIAL MEDIA AS AN EFFECTIVE TOOL OF
MARKETING COMMUNICATION: A CASE STUDY OF MARUTI SUZUKI, Asia Pacific Journal of Marketing &
Management Review, Vol.2 (5), retrieved from
http://indianresearchjournals.com/pdf/APJMMR/2013/May/9.pdf on Dec 2,2017
 Maruti Innovates on Digital to promote New Baleno , retrieved from
https://www.nexaexperience.com/nexaworld-maruti-innovates-on-digital.html on Dec 1, 2017

15. References (continued…)
 Annual report of Maruti Suzuki retrived from https://www.marutisuzuki.com/corporate/investors/company-reports
on Dec 2,2017
 Biswas, Pradeb (Oct 24,2016), Key factors that influence car buying decisions in India, retrieved from
http://overdrive.in/news-cars-auto/features/key-factors-that-influence-car-buying-decisions-in-india/ on Dec
1,2017
 Bhasin, Hitesh (November 28,2017), Marketing mix of Maruti Suzuki, retrieved from
https://www.marketing91.com/marketing-mix-of-maruti-suzuki/ on Dec 4,2017
 Singh, S Sorendra (August 30,2017), Maruti to revamp showrooms, Business Line, retrieved from
http://www.thehindubusinessline.com/companies/maruti-takes-up-rebranding-to-woo-techsavvy-
customers/article9836215.ece on Dec 3,2017
 Maruti Suzuki to transform retail network through “Maruti Suzuki ARENA” (August 30,2017), ET Auto, retrieved from
https://auto.economictimes.indiatimes.com/news/industry/maruti-suzuki-to-transforms-retail-network-through-
maruti-suzuki-arena/60290097 on Dec 3,2017
 Khan, Javeid (October 7,2011), Maruti Suzuki’s Market Share Hits Ten Year Low, Motor Beam, retrieved from
https://www.motorbeam.com/maruti-suzuki%E2%80%99s-market-share-hits-ten-year-low/ on Dec 4,2017

 Khattar, Jagdish (February 6,2013), How Maruti Innovated Work Practices To Advantage, Business standard,
retrieved from http://www.business-standard.com/article/management/how-maruti-innovated-work-practices-to-
advantage-104061101116_1.html on Dec 2,2017
 Julka, Dr. Tapasya; Lamba, Ajaybir Singh (March 2014), Supply Chain and Logistics Management Innovations at
Maruti Suzuki India Limited, International Journal of Management and Social Sciences Research (IJMSSR), Volume 3,
No. 3, retrieved from http://www.irjcjournals.org/ijmssr/Mar2014/8.pdf on Dec 1,2017
 Economic Times: How Maruti Suzuki is breaking new ground in India beyond its traditional small car stronghold (July
17,2016), JD Power India, retrieved from http://india.jdpower.com/resource/economic-times-how-maruti-suzuki-
breaking-new-ground-india-beyond-its-traditional-small-car on Dec 2,2017