MARKETING ASSIGNMENT

MARUTHI SUZUKI INDIA LTD

BY : D HANUMAN DAS ROLL NO:19055(T.P.S-A)

MARKETING: Marketing is a process of exchange in which a seller of any product takes into
account the needs , wants or requirements of a buyer and satisfies the same with his offer of products Marketing as an activity relates both tangible and intangible goods &services

Goods: Maruthisuzuki cars like alto ,zen,sx4,wagonR,Astar,ritz,swift etc Services: The Express Service stations help many stranded vehicles on the highways by sending
across their repair man to the vehicle ,maruti Insurance and maruti finance.

Factors influence the market:

Micro level factors are closer to a seller, can affect a seller immediately .

Seller: responsiveness and adaption to the changing needs and demand of the market are the
essential qualities to the long term survival.

Example: maruthi Suzuki seller and his personnel act in consonance with set gaols that s why they are
successful in current senerio.

Suppliers and distributors: responsible for providing various inputs that form part of the
mean of production an erratic supply chain will have serious consequences for a seller. distribution play a key roal in making available the goods/services to various users,also hold potential opportunities as well as threats to seller.

Example: varun moter is an authorized dealer of maruthi Suzuki he is responsible for maximizing the
sales and profit.

Competitors: it has positive as well as negative effect on seller. competition brings benefits to
users of goods/services.

Example: maruthi Suzuki main competitors are Honda, gm motor, m&m, hyundai, toyota ,nissan.
Macro level factor can include political , economic, demographics(population related),technological ,climatic ,social and cultural factor.

Global factor: world economics have give rise to increasing level of opportunities as well as
competition , marger and acquisitions of firms by competitors have also impacted the market.

Example: maruthi and Suzuki got merge to form a new company called maruthisuzuki till date it is a
leading car manufacturer.

Political legal factor: may include changes in governments ,changes in polices with references
to goods manufactured by seller, changes in direct/indirect taxation etc. legal factor include change in various laws ,restrictions that are brought in due to changes in law/regulations as a result of local and international compulsions.

Example: foreign automobile companies has increased competition level in the market and existing
maruthisuzuki has to reorient himself to this,otherwise lest he will wiped out the market.

Economics factors: prices, inflation, stagnation, credit availability, excess liquidity,

unemployment, high taxation. high inflation may affect sales, unemployment may result less spending by the market, high taxation may increase the price of goods leads to consumer resistence and less sales.

Example: as a result customers will not buy cars.

Demographics factors: largely involve the people i.e population group, who are the users of
the product/services sold by seller. people have there characteristics such as age, educational level, rate of growth, disposable income, spending patterns, house hold size etc.

Example: maruthisuzuki has to plan his strategies more accurately,keeping in mind own strengths
.household size and disposable income factor indicate buying and spending habit which can be studied by a seller and accordingly plan his strategies.

Technological factors: have greatly influenced the lifestyle of people ,also brought in an
element of obsolescence of goods and services.

Example: recently maruthi discountinued maruthi 800 because of outdated technology and this will
give rise to newer car models with new technology. Social and cultural factor: changes in lifestyle due to technological changes have impinged upon the social and cultural values , socio cultural factors influenced by migration/re-settlement etc.

Marketing mix:
Product: represents the tangible image of seller to a buyer/user ,it also includes
quality,features,design,packaging,branding,variant/range,warranty,after sales services etc .it has a dynamic marketing mix elements in view of rapid technological changes.

Example:maruthisuzuki probuct are swift,zen,alto,wagonR etc except packaging all will applied to
maruthisuzuki.

Price: it has associated benefits such as discounts ,rebates ,exchange point ,payment option ,credit
period ,full refund if it not satisfied .price generally used to denote the selling price ,interest rate offered ,exchange value etc

Example: maruthisuzuki prices are ranges from 3 lac to 15 lac dependind up on variant.

Promotion: it is a key to achieving targeted sales by a seller ,the crucial sales promotion element is
the reduction in price of the product .

Example:maruthisuzuki has ability to increase demand for the product which in turn,leads to increase
in production.

Place: indicates the arrangement made by a seller to reach the product/services to the buyer/users
and logistics (transportation, warehousing ,inventory levels ,replenishment pattern),including distributors/dealers/ stockists /retail outlets and other arrangements through buyers have access to the product/services provided by the seller.

Example: maruthisuzuki outlets to meet the customer satisfaction.

Marketing opportunity analysis:

(Swot analysis)strengths, weaknesses, opportunities and threats .if a seller can identity opportunities he can find ways and means to address the weaknesses and threats and use his strengths for a better performance.

Example: maruthisuzuki should knew his strengths(i.e quality and reliable product ),weaknesses,and
threats(i.e competitors like Honda ,Toyota gm motors etc)

Market segmentation:segmentation is a process through which a seller divides the entire

market for his services / products on a certin and distinct basis ,based on need and want of the buyers belonging to that division .it is closely associated with marketing mix,to maxmise sale ,focuse on the buyers and formulate an effective product statergy .

Segmentation of market:
Geographical: sometimes a seller divide the market in term of politico administration division such as districts,talukas etc,also based on population criteria such as metropolitan, urban and rural market .

Demographic characteristics: related to variable associated with a set of population and

influences purchasing decision of buyer.

Socio-economic characteristics: Psycho graphic characteristics:

in a given market ,differences in terms of life style like attitude personality,belifes,moral values,esteem.

Buyer behavior: a seller studies the pattern of geographical,socio-economic and psycho graphic
characteristics of their buying behavior.

Benefit: different buyer may perceive different benefits in same product as each benefit factor
become a distinct segmentation basis.

Example: maruthisuzuki divides its product according to standard of living such as alto for low
standard of people and grand vitara for high level people. low level people will not see luxury and style but high level people see luxury and stylish.

Targeting and positioning:

Targeting is an outcome of marketing segmentation strategy.

Undifferential strategy: this is also called mass marketing.in this form of marketing the
settler tries to market a single or the same product to all the segments , market is treated as a single segment.

Example: maruthisuzuki swift car.

Differentiated marketing strategy :using adjustment in marketing mix a seller offer a

basic product with different features like colors, style, design, etc.

Example: maruthisuzuki offers different colors like red ,black, ash color, etc and style is different from
others like swift car.

Concentrated strategy: a seller select a distinct market segment and targets the same using a
chosen blend of marketing mix ,as the seller focuse his effort completely on the selected segment ,he will be able to deploy his resources and face the competition effectively.

Example: grand vetra for high level people with different strategy.

Product positioning: it is aconcious act of a seller, he create a distinct image of the

product/services in the minds of the buyer

Example: maruthisuzuki created a distinct image in the minds of customer by introducing swift and
wagon R. Price, distribution, and promotion:

Price: price generally refers to monetary value paid or payable by a buyer while purchasing a product
or services .

Example: maruthisuzuki prices are ranges from 3 lac to 15 lac dependind up on variant.

Pricing policy of a seller is governed by several factors:

A seller overall objective including profit as well as return on investments. The nature of product as well as market conditions including demand in the market Government regulation including direct and indirect taxation levels Cost of production ,distribution and profit contribution by the product A seller fixes pricing of a product or services keeping anyone of the following objectives: Costbased , demandbased, marketoriented, competitionbased, differentiation, valuebased.

Pricing methods adopted by sellers include:

Skimming :if a seller introduces a product or a services (for which there is a high demand)first in the
market, he would charge a maximum price (due to lack of competition)from the buyers .however over a period ,when competitor offer comparable products at low prices, the seller is forced to reduce the price so as to match the competition.

Example: maruthisuzuki swift is having more demand in the market ,charges high price and later on
reduces the prices with competition from other manufacturer.

Market penetration method:a seller deliberately set low price (say equivalent to the
break-even)to achieve maximum coverage of the market and initiating a demand for the product.

Example: wagonR prices are set low to maximize the sales and earn profit.

Cost plus method: a seller tries to load a certain margin over and above

the cost of the product

,this method generally found in a sellers market(i.e a market dominated by seller i.e where excess demand over supply) may not suitable in highly competitive market.

Example: market is

dominated by maruthisuzuki swift is having excess demand over supply.

Psychological method: this is just to give a mental comfort to the buyers and break the
psychological barriers.

Example: maruthisuzuki alto give mental comfort to low level people and grand vetra for high level
people.

A seller also uses push and pull strategies:

Push: the seller persuades the marketing intermediaries, namely the wholesalers and retailers to purchase and stock the products for onward selling to buyers.

Example: maruthisuzuki authorize dealer (varun motor)sell product to customers.

Pull: the buyer of a product who demand the product from dealer and retailer(also known as marketing channel partners of a seller).

Example: maruthisuzuki loyal customer product like wagonR.

Distribution: an act of a manufacturer or a seller physically making available or delivering the

required product or services to the ultimate buyer at convenient location .distribution is a key to successful marketing only through distribution a seller is able to offer a product/services to the market.

channel of distribution through which a seller makes available his products to buyers include wholesalers,agent,stockists,and retailers. Channel of distribution is also known as middlemen . Merchants buy products on their own account and sell to buyers .whereas wholesalers or agents store goods on behalf of manufacturers and serve as pass through route to merchants and others. Some manufacturers also practice known as direct distribution method .this is also known as direct marketing . Advancement in information technology has resulted in sellers/manufacturers using internet as a channel of direct distribution, this arrangement popularly called B2C(i.e business-to-consumers).

Example: maruthisuzuki outlets to meet the customer satisfaction, varun motor is a middlemen to sell
the product .

Promotion: promotion is a sub-process of marketing through which a seller makes his product or
services well known in a market ,is an important step in positioning a product ,it is used by a seller to communicate with a buyers ,it also used as a motivation tool of sales channel .this is known as trade promotion. If a new product is introduced in the market for the first time a product is promoted so as to develop the demand , along with the product the specific brand of the seller get promoted, Method of promotion include advertising through visual print and electronic media (such as radio,tv) promotion campaigns such as door-step demonstration, contests, personal selling etc also include point of purchase display, discounts, concessional offers ,gift,free samples etc. Sales promotion enhances and strengthens marketing effort ,it also enables a seller to introduce new products at low incremental costs. Trade promotional measures can include dealer confests, display awards, additional incentives by way of higher commission or larger discounts, dealer gifts.

Example: maruthisuzuki do his promotion activity

Product design, branding and packaging:

Competition advances in materials and technology, changes in user requirement etc may force a seller to make modification in product design or introducing newly desined products.

Product design generally refers to the way in which a product appears to a buyer. it has high degree of importance due to various factors such as competition, convenience, economy in energy consumption ,eco-friendliness, safety .

Example: swift is most successful product design Branding : branding refers to an act of giving an attractive logo, name, symbol ,term, letter, picture
mark, design, shape etc by manufacturer which enables or user of a product or services to distinguish from one seller to another. branding helps to build loyalty ,branding represents value for a buyer ,set of product composit like quality ,features,convenience,pricing,attractiveness,elegance and social status.

Example: maruthisuzuki logo is in the form of

s symbol this will integrate from other competitors.

Marketing research and marketing information system:

Marketing research: important technique available to seller through which he may attempt to
solve problem that he encounters while marketing product/services, it can also used as an advance planning tool before launching a new product or introducing a competitive product in an existing market .the systematic gathering ,recording and analyzing of data about problems relating to the marketing of goods and services.

Example: maruthisuzuki upcomming

his new product called kizaki after studying all marketing

research then only they launch the product into the market.

Marketing information system: generates a lot of information within their organization as

well as collects information from outside, information may be qualitative or quantitative in nature ,seller s behavior also gives out pieces of information.

Example: maruthisuzuki make any upgrade there product according to information collected from
various peoples. like they are upgrading swift, alto and wagon R etc.