marketing plan for maruti
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industry analysis, pestle analysis, porters 5 force, differentiation, segmentation, targeting, positioning, 4ps of marketing, future objectives
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marketing plan for maruti
- 1. MARUTI SUZUKI Maruti was a private limited company named “ Maruti technical services private limited” (MTSPL) launched on November 16, 1970. Started production in 1983.
- 2. SITUATIONAL ANALYSIS Analysing industry:- Consolidated market Oligopoly Analysing competition :- (Maruti Suzuki) Direct :- Hyundai, Ford Indirect:- public transport, two wheelers. Analysing customers:- Time period Benefit sought Life style
- 4. PESTLE ANALYSIS POLITICAL ENVIRONMENT • Politically stable • Support from Make in India campaign ECONOMIC ENVIRONMENT • Cheap car loans available. • Government promoting FDI •Rise in gdp SOCIAL ENVIRONMENT •Increasing purchasing power. • Lifestyle and attitudes. •Distance between residence and work place TECHNOLOGICA L ENVIRONMENT •Rapid advancement in technology. • Six sigma. •Solar battery operated cars LEGAL ENVIRONMENT • Complying with ever evolving emission standards. • Complying with safety and technical standards. ECOLOGICAL ENVIRONMENT • Solar technology •CNG cars
- 6. INDUSTRY COMPETITIVENES S HIGH ( ORGANISED MARKET) RIVALRY AMONGST INDUSTRY FIRMS THREAT OF NEW ENTRANTS LOW BARGAINING POWER OF BUYERS HIGH THREAT OF SUBSTITUTES HIGH BARGAINING POWER OF SUPPLIERS LOW PORTER’S 5 FORCES
- 7. MARKETING OBJECTIVE Increasing the sales volume Target 2020 Enhanced Research and Development Entering premium segment through NEXA
- 8. SEGMENTATION AND TARGETTING SEGMENTS FEATURES MILEAGE DESIGN VALUE FOR MONEY PERFOR MANCE LUXURY PREMIUM CIAZ KIZASHI SWIFT MIDMARKET RITZ CELERIO DZIRE, ERTIGA BUDGET ALTO EECO, STINGRAY
- 9. TARGETTING Mass marketing Diffrentiated marketting Market concentration Niche marketting
- 10. POSITIONING TARGET SEGMENT Middle and High Income Level, Families CONSUMER BEHAVIOUR Price Sensitive, Value seeking NATURE OF COMPETETION Direct: Hyundai, Mahindra, Honda, Tata Indirect: Public Transport, Two Wheelers POINTS OF PARITY Ease of travelling, Safety POINTS OF DIFFERENCE Mileage, Customer Service, High Resale Value CRAFT THE POSITION Economically Oriented Vehicle TESTING 2D
- 11. VARIABLES DIFFRENTIAL POINTS BRAND Performance, reliability SERVICE Best after sales services, CHANNEL Wide coverage, cost effectiveness IMAGE Emotional connect DIFFRENTIATION
- 13. PRODUCT
- 16. PRICE
- 17. PLACE COVERAGE IN COUNTING SHOWROOMS 400 DEALER WORK SHOP 600 AUTHORIZED SERVICE STATION 1900 CITIES COVERED 1190 MANUFACTURER DEALE R CUSTOMERS THREE LEVEL CHANNEL
- 18. Promotion strategy ROAD SHOWS PRINT MEDIA Free test drives Product warranties as high as 40,000kms
- 19. Out of the box promotions
- 22. FINANCIAL AUDIT Ad expenditure as a percentage of revenue went up in FY15 for all the top companies. The country’s largest passenger vehicle maker, Maruti Suzuki, spent Rs 464 crore, about a third more than in FY14 which was 0.93% of their revenue Source: business-standard.com
- 23. THANK YOU SIR
Editor's Notes
- NK Minda Group, a leading supplier to Maruti Suzuki has applied for 20 acres of land in the area. A company spokesperson informed, " As of now we have plans for lighting, alloy wheels and four-wheeler switches which will be catered by our companies; Minda Industries Ltd- Lighting Division, Kosei Minda Aluminium Co. Ltd and Mindarika Pvt Ltd respectively. We are planning investment of around ' 250 crore by 2017-18."
- in 2013-14, Maruti had sold a total of 11,55,041 vehicles. In January, the company stopped production of the iconic Maruti 800, the car that revolutionized India’s automobile industry. Produced at the Gurgaon plant, the Maruti 800 had sold a total of 2.7 million units since its launch in 1983. Underlining the importance of strengthening R&D, Bhargava said: “If we are thinking of doubling or tripling our volumes, the number of products has to correspondingly go up. These products will have to be refreshed periodically also.” The company is investing Rs.2,000 crore at its R&D centre and test course at Rohtak, Haryana, which is Suzuki’s first global R&D centre outside Japan.
- It has the largest distribution & Service network comprising of over 400 sales showrooms, over 600 dealer workshops, and 1900 Authorized Service Stations spanning across over 1190 cities unparalleled in the country. It has 30 Express Service Stations on 30 National Highways across 1,314 cities in India.