Presented By:

Nupoor Agrawal HR002 SBM, NMIMS, Mumbai MBA HR 2014-16

Prem Batra HR008
Rhythm Jolly HR022
Surabhi Verma HR058
Shantanu Singh HR051
Gaurav Goswami HR016
Sunday, June 24, 2018
Journey of Maruti Suzuki India Ltd.

Brand Positioning and the Changes

Brand Campaigns

Model Specific Campaigns

 Maruti Suzuki India Ltd.
 Maruti Suzuki India Limited (MSIL), -- formerly known as Maruti Udyog
Limited -- a subsidiary of Suzuki Motor Corporation of Japan
 Established in 1981 and launched 1st car in 1983
 India's largest passenger car company
 2 production facilities in India – Gurgaon and Manesar
 Product range -- Maruti Alto 800, Omni, Gypsy, Zen Estilo, Wagon R,
Versa, A– Star, Ritz, SX4, Dzire, Grand Vitara, Ertiga, Celerio
Positioning By Benefits
 Campaign that highlights the vast network Of Service Station

 Maruti has the biggest dealership and service network.

 Right from spare parts to customer reach ability Maruti has the deepest
market penetration.
 Maruti’s first automatic offering

 Idle for city driving

 Petrol Khatam Hi Nahi Hunda

 Win win campaign using a child and highlighting the fuel efficiency.

Kitna Deti Hai……

 They hit the nail with the right campaign.

 Targeted Indian's psyche which revolves around saving and mileage.

K Series….
 Launched The K Series engine.

 Told about the engine that it never stops and is immensely powerful and
futuristic.

 Ritz was the first car to have this and was launched as a fully loaded car.
Positioning By Users
SX4…
 MEN ARE BACK

 SX4 owners are sophisticated

 FOR BOYS WHO WANT TO BECOME MEN

 Thrill of speed, superior controls, powerful engine.

 Also tried to portray the image of being safe.
 INDIA Comes Home in a Maruti…
 Targeted the entire indian population in one go.

 Had a spirit of Patriotism which Indian’s identify with.nt social settings

 Used people from all age groups to reinstate the fact that it’s a brand that
has products for all ages.

 Also used different social settings to showcase that they have cars for all
occasions and uses.
ALTO…
 The Let’s go campaign.

 Targeted younger generation from college going to newly married couples.

 Positioned itself as the First Car that you can buy.

Maruti Ertiga…

 Launched as a Family Car.

 Kept in mind the Indian family structure and then associated itself with a
movie, which strengthened it’s position as a family car.

 They also played with the term LUV, interchanging between Large and
Life utility vehicle.
 `

Change in Brand Positioning

“Count on Us” “Way of Life”
 Changing consumer mindset - demographically and psychographically
 Product being good and reliable is a hygiene factor and not a differentiator
 Look to become a part of our consumers life.
 “Colours of life” and “Joys of life”.
 Spirited - Orange, Blue for Value, Red for sports and Green for authentic
and straight forward.
 Active on the digital platform
 ALTO
WAGON R
CELERIO I20
INDICA FIGO

BEAT I10

POLO SWIFT

LOW COST HIGH COST

BRIO PUNTO
DATSUN GO PULSE
EON FABIA
RITZ

MICRA LIVA
Thank You