4-Wheeler Marketting

Team Members:

Anitta Thomas Ajay M Varghese Abilu Kunjumon Antony Jose Farzana Chaithra Thamban

INTRODUCTION

INTRODUCTION
The largest industries and a key sector. Industry started from 1991.

Tenth largest in the world.

Automobile industry grew by 12.12% Annual production 17.7 million units.

 Employment opportunities-13% Contributes 4% of GDP.

Accounts 5% of industrial output.

Excise duty - 22% to 24%.

MARKET LEADER & CHALLENGER

COMPARISON

MARUTI SUZUKI
Largest car producer in India. 52% share in passenger cars. Complete monopoly in multi purpose vehicles.

Strategy adopted.

TOTAL VOLUME OF SALES

MOTORS
Established in 1996.
Fifth largest automobile company.

Largest passenger car exporter.

Hyundai Motor currently exports-110 countries.

66% market share in the passenger cars.

Marketing Strategy.

COMPARISON OF DOMESTIC MARKET

Units Sold
35000

34000
33000

32000
31000 30000 29000 28000 27000 2010 29500 2011 30306 2012 33900 Units Sold

CARS MANUFACTURED BY HYUNDAI MOTORS

COMPARISON

PARAMETERS

MARUTI SUZUKI

HYUNDAI MOTORS

ESTABLISHED

1983

1996

GROWTH

24.8%

12.2%

DEALERS

933

241

PLANT CAPASITY

8,50,000 units

1,20,000 units

ANNUAL SALES

12,71,005 units

6,16,039 units

Market Follower

TATA MOTORS
Tata motors were established on September 1, 1945. consolidated revenues of INR 1,65,654 crores (USD 32.5 billion) in 2011-12

Products
Tata has a very wide range of products :passenger cars, utility vehicles, Trucks, Commercial passenger Carriers.

1998-Tata Motors developed, the Tata Indica India's first fully indigenous passenger car.

Results
FY 2010-11
Cumulative Sales 70,432

FY 2011-12
74,527

The sales are progressively increasing with good response to the Nano 2012. 6% increase compared to last FY.

SWOT Matrix
Strengths
Brand Image Dealers and service network Large shareholders base for capital

Weaknesses
few models lined up

needs Own steel plants

Not a very strong player in luxury segment

Opportunities
largest aspiring middle class
prospective buyers from 2-

Threats
strong competition
safety and realibility aggressive policies by maruti

wheeler segment

MARKET NICHER

 The Reva Electric Car Company (RECC) was

founded in 1994.
On May 26, 2010, Mahindra & Mahindra bought a 55.2% controlling stake in Reva.

Mahindra Reva Electric Vehicles Private Limited.

first-generation Reva did not find takers repeated need to charge the batteries, limited top speed and seating capacity.

REVA NXR 2012

Reva NXR car

Reva NXR car The range is 160km on a full charge. comfortably seat four adults generate a top speed of a little over 100km/hr

SEGMENTATION TARGETING
POSITIONING

SEGMENTATION

SEGMENTATION DEMOGRAPHIC-

The economic segment caters to the need of the rural and the semi urban population, whereas the mid range segment takes care to the needs of all the 3 i.e rural , semi-urban and urban population. The luxury segment takes care of the semi-urban and the urban population and as there are no cars of maruti in the super-premium segment so the needs of the affluent class is not fulfilled.

Segmentation Approaches
Consumer Responses Benefits Usage Loyalty Status

TARGETING

 Maruti Udyog Limited (MUL) was established in Feb 1981 through an Act of Parliament,

To meet the growing demand of a personal mode of transport caused by the lack of an efficient public transport system

1984present
at initial price of Rs. 47,500.

1990-1994

1984present

 India's Population has a majority of middle income and lower income. Value for money

Reasonably Priced cars. With Good mileage

POSITIONING
There are various taglines associated with different maruti cars which signifies the uniqueness of each car on its own, like the tagline for alto-Lets Go In An Alto, for swift-You Are The Fuel and Men Are Back for SX4. These taglines completely associates all these cars. By reading the tagline one gets inspired and becomes eager to drive the car which the whole country is driving.

PRODUCTS & PRICING

In 1983, its competitors were outdated Ambassadors and Padminis. Now it competes with the likes of Santro, U-VA, Figo and Micra.

Tomorrow, it may well compete with the Mercs and

the Beamers.

 Small is beautiful Soon after the Maruti 800 paved its way onto
the Indian turf, the price-conscious Indian consumer was instantly enamored by its value proposition. When pitched against the bulky Ambassadors and the Padminis, it was light in weight. As compared to its gas-guzzling counterparts, it was fuel-efficient.

PRODUCTS OF MARUTI
Mini -Maruti 800, Alto , Alto K10, A-Star ,Wagon - R Compact - Swift ,Estilo , Ritz Super Compact- Dzire Mid Size -SX4 Executive - KIZASHI Utility Vehicle - Grand Vitara, Ertiga ,Gypsy Vans -Omni , Eeco

From Alto to Kizashi

While Alto went on to become the largest selling car for Maruti
Suzuki (currently selling close to 30,000 units a month), Products like the Baleno and the Versa failed to create any ripples in the Indian market. But in 2005, the Swift was launched and the rest was history. The car has sold over 5 lakh units in the first six years in the Indian market.

When we made a presentation of selling 5,000 units a month for

the Swift, the board laughed at us. Today, it is selling more than 12,000 units a month,

 MUL manufactures leading models in all segments of the car

market. Maruti 800 rules the A1 segment. In the A2 segment, it has the Zen, WagonR and Alto, whose combined

sales rose to 176,132 units

In the A3 segment, it offers the Esteem and Baleno, while

Omni and Versa stake out MULs presence in the MUV market. The Gypsy King marks Maruti Suzukis presence in the rough-

terrain sector, and up a couple of notches in the luxury SUV

market is the Grand Vitara.

Ertiga..!!

ERTIGA
The recent launch of the Maruti Suzuki Ertiga has received very good response and the company has managed to receive a stellar 15000 bookings in just 7 days. More than 35000 Bookings in the first month. While we still need to see how the Ertiga performs over a longer period of time, the market seems to have accepted the Ertiga quite well already The Ertiga is currently the only vehicle in its segment and that is where Maruti Suzuki has a huge advantage. Price starts at 7,00,000

Upcoming Launches..!!

Grand Victara Diesel Version price 1500,000

Wagon-R Diesel

Suzuki Regina Aerodynamic Body mileage exp 25-30

Pricing..!!

 The price of the Maruti car is between Rs. 210000 to Rs. 1500000. Maruti 800 is the lowest price car of this company. Alto, Omni, Wagonr, are also the low price car of the company. But Grand Vitrara& KIZASHI are the high price model of the company. The price of car is decided according to its product Varity, quality, design

Maruti Suzuki India eyes new strategies to woo first time buyers With the passenger car sales declining over the past two months over spiralling fuel prices and high interest rates, Indias largest car manufacturer, Maruti Suzuki India, is working on customer specific marketing strategy to increase its sales among the first time buyers, a company official said.

 MARUTHI REDUCED PRICES OF ITS CARS

PROMOTION
Medium of Promtion: Advertising TV Ads, Print Ads Digital Marketing - Internet, Telephone Place Advertising - Bill boards TV Shows Indias got talent

 Sales Promotions Product warranties, Premiums, Trade shows etc. Rural Marketing - Road shows with film screenings. Social Media Word of Mouth Digital Medium has surpassed all other medium.

Place

Place
Marketing mix tool
Direct and indirect channel Geographical coverage Innovative approach - True Value Service

Maruti True Value Service Pre-owned car brand

Transparent and fair evaluation process Speed of delivery 353 Maruti True Value outlets

Dealers and Autorised Centers

Showrooms & sales outlets - 933
Service stations - 1845 Dealership Outlets - 1101 Tie up with Adani Group for exporting 200,000 units through Mnudra Port Gujarat

Exports
The main international market of Maruti Suzuki includes Ethiopia Uganda Chile Europe

Sri Lanka
Morocco Costa Rica