LEARNING TEAM-3

ABHINAV GAUR
ANJALI DIMRI
AAYUSH KUMAR
ABHIJIT DAS
AYAZ NIZAMI
AVIRAL YADAV

INTRODUCTION
Maruti Udyog Limited was established in February 1981,
though the actual production was commenced in 1983.
It started with the Maruti 800, based on the Suzuki Alto Kei
Car.
As of January 2016,it had a market share of 47% of the Indian
passenger car market.
It sells popular cars like Alto, Swift , Zen, Celerio, SX4 and
Omni.
The company is headquartered at New Delhi.

PRODUCT TYPE :

Conveyance
Time Saving
Efficient Mobilization of Persons and Goods
Independence and convenience
On-demand transportation

PRINT ADD

4 PS OF COMPANY
PRODUCT-

Maruti has many products (models)

like 800,zen,omni ,alto etc.
They define different factorsQuality
Size
Features

PLACEPlace is whole world. Maruti udyog

limited its distribution channels for
selling cars, use sometime one level
or sometime 2level marketing
channel.

PRICEMaruti has its car ranges starting

from- Alto 800 starting from 2.59
lakhs and S-cross coasting around
12.72 lakhs.

PROMOTIONMostly promotion is done by

advertising only. Advertisement is
done in form of t.v. channels,
newspapers and holdings. Promotions
is also done by brand ambassadors
like film stars, sports personalities etc.

SEGMENTATION
Segmentation is dividing the whole market into
different groups.
Market segmentation is done on following basis
Psychographic
Demographic
Behavioral
Geographic

SEGMENTATION OF VARIOUS CARS

BMW
Segmentation is done on
the basis of income.
(demographic
segmentation)
Mercedes
Segmentation done on the
basis of- Income
(demographic)

Bolero
Segmentation done on the basis of- Family
size and Income.(Demographic)

Demographic Factors
Demographic factors includes:
Income
Age
Occupation
Gender

 Middle income group prefer budget cars

Value for money

 High income group prefers luxury cars

Luxury is all about pleasing the senses

Psychographic factors
Psychographics is the study of personality,
values, opinions, attitudes, interests, and
lifestyles.
This area of research focuses on interests,
attitudes, and opinions, psychographic
factors are also called IAO variables

Lifestyle
The lifestyle of an individual includes all of its
activities, interests, values and opinion.
It Influence his behavior and purchasing
decisions.

Personality
Personality is the set of traits and specific
characteristics of each Individual.
people look for product that are consistent and
reinforce the image they have of themselves.

Geographic Segmentation
Dividing a market into different geographical
units such as nations, states, regions, cities, or
neighborhoods

DensityMaruti Alto concentrate on

mostly rural and urban areas
60% of the Indian
population is in rural areas
and have less income

RegionMaruti targeted in India

region wise based on
culture

World/ Country
Half of the sales of Maruti is in India only,
it also exports to other countries like
Switzerland, Germany, The Netherlands
and Finland

Behavioral Segmentation
Dividing a market into groups based on
consumer knowledge, attitude, use, or
response to a product

OccasionsFestival seasons like

Diwali, Dussehra, New
Year because low interest
and discounts

Benefits Mileage
Capacity
Structure
Price

Attitude Innovative technology

Brand value
Good feedback

Brand loyaltyMaruti have brand value, brand shares in market, it

is an Indian flavor

Price SensitivityLesser price than others

SELECTING TARGET MARKET SEGMENTS

Undifferentiated Marketing
Maruti uses undifferentiated
marketing to attract all segments
Almost every class of people can
afford cars made by Maruti.
Differentiated Marketing
In differentiated marketing Maruti
offers entry level cars like Alto.
Stylish hatchback Ritz, A star, Swift,
Wagon-R, Estillo for cargo space.
Sedans like DZire SX4 and Sports
Utility vehicle Grand Vitara.

Concentrated (Niche) Marketing

Maruti is providing convenience of clutch less driving to
the budget hatchback segment.
It is also fuel efficient and with its starting price of R4.65
lakh, makes the Celerio diesel a great value proposition
too.
Micromarketing (local or individual Marketing)
Maruti is not into this segment of marketing as of now.
Socially Responsible Target Marketing
Maruti is targeting their customers by designed graphics,
for their need of Sporty Cars such as Maruti Swift Sports
Version.

PRODUCT SPECIALIZATION

Maruti is targeting basically the passenger car

segments.
Providing all types of model required by
customers.
Particular Price Range.

Positioning
It is the way the product is defined by
consumers on important attribute i.e. the
place the product occupies in consumers
mind relative to competing products

Maruti Positioning Map

High quality

CRETA
MARUTI ALTO

HYUNDAI I20

Low EON High

Price
Price

TATA NANO

RENAULT KWID
Low Quality

TATA INDICA

Differentiating Factors
Following are the Factors that makes
MARUTI different from other brands

A Buying Experience like No Other

Quality Service across 1036 cities

Most Number of Service Centres in the

Country

Lowest TCO

Wide availability of service mechanics

High Fuel Mileage

Best Choice for Middle Class Families

Differentiating Factors