Maruti Udyog Ltd.

Wagon R Swift
Omni

Maruti 800

Estilo SX4

Zen
 Contents
• Introduction
• Products and their competitors.
• Decline and striking back in the market.
• Promotional Offers and advertising
campaigns.
• Sales.
• Conclusion.
 Introduction

• Maruti Udyog limited established in

1981, though actual production
commenced in 1983.
• Competition to Hindustan motors by
launching Maruti 800 in 1984.
 Collaboration with Suzuki
• Suzuki motor corporation run for its
volume and it has just 4-5% growth in
Japanese market.
• Suzuki has never been no.1 player in
Japan
• In India Maruti’s growth curve is
steeper in sales promotion
• Suzuki decided to go out from Japan
and to be no.1 in the new market.
• On 17th September, Maruti Udyog
was renamed to Maruti Suzuki India
Limited.

• Maruti Suzuki limited is a board

managed company.
• It is subsidiary of Suzuki Motor
Corporation of Japan.
Maruti Suzuki India Limited
• Chairman- Mr.R.C Bhargava
• CEO-Shinzo Nakanishi
Mission- To provide maximum value for
money to their customers through
continuous improvement of products and
services.
Vision- Creating customer delight and
shareholders wealth .
 Products and their competitors

• Offers 14 models of cars such as

Maruti 800, Omni, Zen, Alto, Wagon R,
Gypsy, Esteem, Baleno, Versa, Swift,
SX4 etc.
• In spite of all these models, Baleno
failed to meet the customer
expectations.
• Company planned for product upgrades
and new product development-to reduce
its excessive dependence on Maruti-800.
• 'Versa' met with a disastrous response
from the Indian consumer.
• Three compact car models - Alto,
WagonR, and Zen -- competing with
Hyundai Santro, Tata Indica, and Fiat
Palio.
 Decline in market share
• Even though MUL had slashed prices
of certain models on a couple of
occasions.
• Decline in market share of Maruti
over the years from 1999 to 2004.

Striking back……
 Promotional offers
• Maruti focused its promotions
strategy on targeting two-wheeler
owners, by entering new domains and
reaching out potential customers
through its 'True Value‘.
• In 2003,to attract customers Maruti
launched novel offers like "Change
Your Life" campaign and also offered
vehicle insurance for just ‘Rupee One
only'
 Television campaign

• In 2003, came out with a toy car

advertisement that became popular
for its simplicity.
• 'Kya karoon papa petrol khatam hi
nahin hota‘.
 Sales
• The sales figure for the year 1993
reached up to 1,96,820 vehicles.
• The company reached a total
production of one million vehicles in
March 1994.
• “The first Indian Company to cross this
milestone”.
• Maruti Suzuki, has sold 7,64,842
vehicles in 2007-08, an increase of
13.3% compared to 6,74,924 vehicles
sold in 2006-07. This includes the
company’s exports.
• Their sales in the domestic market
during march 2008 is 64,421 units.
• Maruti has more than 5 million
satisfied customers in India and is
currently having a share of around
54%in the domestic passenger car
market where most major
international automobile
manufacturers are present.
 Conclusion
• Maruti has a network of 391 sales
outlets across 230 cities all over
India.
• The service network covers 1,113
towns and cities, bolstered by 2,142
authorized service outlets.
• The company's change in strategy and
emphasis on developing effective
marketing communications began to
yield results.
• Wagon R and Zen were ranked first
and third in the premium compact
segment.
• Maruti ranked highest in customer
satisfaction with after-sales service.
True value
Driving school
Authorized service station
Insurance
Genuine accessories
 Future Plan
• Fourth assembly plant will be scaled
up to produce 3,00,000 cars a year
by 2010.
• Maruti’s new product:" Splash”
• Maruti's consistent performance in
the study over the past several years
has resulted in a steady increase in
the percentage of its customers who
say they intend to remain loyal to the
brand.
Queries!!!
Thank You