Strategies Adopted By Maruti Suzuki To Capture Rural Marketing in India -- Maruti Suzuki started Campaign “ Mera Sapna Mere Maruti ” and “ Ghar Ghar Mein Maruti ” to Target Rural Segment. 3000 Local Villagers were nominated as resident dealer sales executives of Maruti Suzuki to promote the Products. Maruti Suzuki even tried to influence the opinion leaders of the Village (like SARPANCH) by taking them for factory visits, conducting detailed profiling. The automaker aggressively marketed the brand at rural sporting events to sales fairs (Grameen Mahotsavs) to SMS Campaigns for gram Panchyat.

1. Maruti Suzuki Campaign
in Rural Market

2. What Did Maruti Do to Focus on Rural
Area to Gear up car sales ?
Launched a PAN India Campaign to tap the vast potential of the Rural
Market
Aimed to position itself as the first mover in Villages
Maruti roped in large number of rural banks to increase the finance
penetration
Offered cash discounts and other promotional schemes

3. “Mera Sapna Mere Maruti”
CAMPAIGN FOR MARUTI 800

4. Strategies Adopted By Maruti Suzuki To Capture
Rural Marketing in India
Maruti Suzuki started Campaign “ Mera Sapna Mere Maruti ” and
“ Ghar Ghar Mein Maruti ” to Target Rural Segment.
3000 Local Villagers were nominated as resident dealer sales executives of
Maruti Suzuki to promote the Products.
Maruti Suzuki even tried to influence the opinion leaders of the Village (like
SARPANCH) by taking them for factory visits, conducting detailed profiling.
The automaker aggressively marketed the brand at rural sporting events to
sales fairs (Grameen Mahotsavs) to SMS Campaigns for gram Panchyat.

5. Mera Sapna
Mere Maruti
Advertisement

6. “ Video on Wheels”
Maruti Suzuki also started “ Video on Wheels campaign ” in which the
villagers get to see the screening of Maruti Suzuki Ads while siting in an
air conditioned environment created in back of a truck.
CAMPAIGN

7. Kind of People that Maruti Suzuki was Selling to :-
Orange Farmers in Nagpur.
Turmeric growers in Tamil Nadu.
Granite polishers in Hyderabad.
Blue pottery Makers in Jaipur.
Potato growers in West Bengal.
Alphonso Mango Growers in Ratnagiri.
Madhubani Painters in Madhubani, Bihar.
Apple and fruits growers in Himachal Pradesh.
Target Audience in Rural Market.

8. Maruti’s Success…. in Rural Market
• Maruti Suzuki, as a brand has far reaching powers in rural
areas.
• One of the strongest brand to have Rural Market Dominance.
• Maruti Suzuki planed to double the number of its outlets in
Rural India from the present 231 to around 450 in the next two
years.
• Maruti Suzuki managed more than 8 times growth in just 5
years.
• Rural outlets accounted for nearly 50 per cent of Maruti’s
Network.

9. THANK YOU