Maruti Auto Expo

Group Members
Hamid

Batliwala Adeel Khan Mehjabeen Lukde Mazhar Patel Saif Shaikh Syed Ali Abbas

08 18 28 38 48 58

Introduction
Maruti Suzuki India ltd.

Maruti is India's largest passenger car company, which account for over 50 per cent of the domestic car market. Maruti have a sales network of 562 outlets in 372 towns and cities, and provide maintenance support to customers at 2538 workshops in over 1200 towns and cities (as on December 31,2007).

The company boasts about its products, which offer unsurpassed fuel efficiency, low maintenance costs and easy availability of genuine parts. MUL extended its product range to include vans, multi-utility vehicles (MUVs) and midsized cars. Suzuki saw its Indian sales rise 21 per cent to 653,000 cars

Of the $3.5 billion Suzuki plans to spend on its expansion in India

MULs Competitive Advantage

Size Low

Initial investment Unique concessions from the government Indigenous sourcing of components Fully depreciated plants High labour productivity

Maruti Suzuki ranks highest in authorized dealership service

Comparing Maruti 800 and Tata Nano

MULS has showcased three concept cars at the Auto Expo

Concept A-Star, Concept Splash and Concept Kizashi

Concept A-Star
It is a concept car because it is for the first time that Suzuki has premiered a concept in India. It is the first Japanese-Indian concept vehicle. Segment: A (currently Alto is the market leader in this segment. Expected price: A-star is expected to be priced around the 3-4 lakh range($7500)

Competitors: Chevrolet Spark and the Hyundai i10.

Segmentation,Targeting & Positioning

Segmentation
DEMOGRAPHIC: A) Age- 20-34 B) Gender- Male, Female C) Family size- 3-4 , 4+ D) Income - RS 20000-30000, 30000-50000, 50000 and above. E) Occupation- Professionals, Officials, Supervisors, Home makers, Youngsters. PSYCHOGRAPHIC A) Social class: Middle class, working class, upper lowers. B) Lifestyle: Strivers, Achievers C) Personality: Gregarious, Ambitious, Compulsive BEHAVIORAL: A) B) Benefits: Quality. Service, Economy, Speed Readiness stage: Interested, Intending to buy

Cont...
TARGET MARKET:

Expected price: A-star is expected to be priced around the 3-4lakh range

It will target the small car segment A segment where ALTO is the market leader. It will mainly focus on the middle and workers class people. It will satisfy both the needs of European and Indian customers.

POSITIOINING:

The A-Star would be launched in other international markets gradually. The A-Star is an environmentally oriented concept and would be produced with a very efficient 1-litre petrol engine, which would have great mileage and low emissions. The A-Star might just be the new Alto in India

Concept Splash

Segment: B (Next generation Wagon R) Expected price: Rs 4.5-5.5 lacs Theme: Family The name Splash signifies its desire to create a new sensation. Splash combines the sportiness of Suzuki's successful model Swift with the technologies and immense knowhow Suzuki unveiled its splash MPV (Multi Purpose Vehicle) in the Frankfurt Motor Show.

Segmentation, Targeting &Positioning

SEGMENTATION
DEMOGRAPHIC:

A)

Age- 20-40

B) Gender- Male, Female C) Family size- 4-5 , 5 D) Income - RS 25000-35000, 35000-50000, 50000 and above. E) Occupation- Professionals, Officials, Managers, Sales, Youngsters. PSYCHOGRAPHIC: A) Social class: Middle class, Upper middle class B) Lifestyle: Achievers, survivors C) Personality: Gregarious, Ambitious BEHAVIORAL:

A) B)

Benefits: Quality. Service, Economy, Speed Readiness stage: Interested, Intending to buy

Cont.
TARGET MARKET:

It will target the B-segment

The theme of the splash is basically focusing on FAMILY It signifies its desires to create a new sensation. Its vivid sound creates a sense of freshness and youthfulness. It will likely appeal to those with small families and low budget.

POSITIONING:

The Japanese major chose the name Splash for the car to signify its desire to create a new sensation. Maruti Suzuki's Splash is orientated strongly towards the European design style. Splash will be marketed for its such high seating position, good visibility and spacious interiors. Suzuki's Splash will offer comfortable space for five occupants due to clever packaging

Concept Kizashi
Competitor: Hondas civic Segment : D Theme: Status. With Concept Kizashi, Suzuki Motor Corporation has announced its entry into the Dsegment.

Segmentation, Targeting and Positioning

SEGMENTATION DEMOGRAPHIC:
A) B) Age- 20-34 Gender- Male, Female

C) Family size- 3-4 , 4+ D) Income - RS 50000-75000, 75000-100000, 100000-125000, 125000-150000 and over. E) Occupation- Professionals, officials, Youngsters. PSYCHOGRAPHIC: A) Social class: Upper middle class, High class B) Lifestyle: Achievers C) Personality: Gregarious, Ambitious BEHAVIORAL: A) B) Benefits: Quality. Service, Economy, Speed Readiness stage: Interested, Intending to buy

Cont.
TARGET MARKET:

KIZASHI represents the beginning of the 3rd phase of world strategy. It is into a Luxury car segment. It will mainly target the high class people with its sporty looks and comfort. Its main objective will focus on status. It will target an un-compromised combination of affordability and emotional appeal

POSITIONING:

The sportiness that Suzuki wants to deliver in the D-segment will perhaps be most directly expressed by the car's dynamics. The design of the new car should have two themes: grace and dynamism. Kizashi represents Suzuki's passion for challenges (this is a major aspect of Suzuki's corporate culture), its future direction, and the competitive strengths that are unique to Suzuki.

Promotional Tools By Maruti In Auto Expo

Huge BANNERS & POSTERS ALLOWING PUBLIC TO TAKE FEEL FREE INSURANCE FOR ON THE SPOT BOOKING ATTRACTION THROUGH MODELS BROCHERS,PAMPHLETS & CONTESTS

Which stall did you like the most?

30 25 20 15 10 5 0 12 14 28 7 4 Maruti Honda Others

- 19% of the people liked Maruti. - 22% of the people liked Tata. - 43% of the people liked Honda. - 10% of the people liked Hyundai. - 6% of the people liked others.

LIKE THE MOST ABOUT MARUTI

PERFROMANC E RELIABILITY PRICE LOOKS

25% OF THE PEOPLE ARE SATISFIED WITH THE PERFORMANCE -27% OF THE PEOPLE ARE SATISFIED WITH ITS RELIABILITY -30% OF THE PEOPLE ARE SATISFIED WITH THE PRICE -18% OF THE PEOPLE ARE SATISFIED WITH ITS LOOKS

Did you like the promotional strategy of Maruti?

YE S NO

57% OF THE PEOPLE SAID YES 43% OF THE PEOPLE DID NOT LIKE IT

Which of the three models you liked the most?

30 20 10 0 A STAR SPLASH KAIZASHI

27% OF THE PEOPLE LIKED A STAR CONCEPT 38% OF THE PEOPLE LIKED SPLASH 35% OF THE PEOPLE LIKED KAIZASHI

Do you think Maruti will face competition from other new cars?

YE S NO

78% -

OF THE PEOPLE AGREE

22% OF THE PEOPLE DISAGREE

Do you think that features of Maruti has increased in its new Cars?
YE S NO

-80% -20%

OF THE PEOPLE AGREED OF THE PEOPLE DISAGREED

Conclusion

Maruti is a brand, which consumers prefer to buy, due to its fuel efficiency and cost effectiveness. Due to the launch of Marutis 3 concept cars that is A-star, Splash and Kizashi customers are willing to purchase and experiment these new cars with its improved features. Maruti will face stiff competition from others new cars launched in the market Marutis 3 new cars will be successful in the coming market and will be most preferred by the customers.

Thank You