By,Anshul GuptaAnkur JainShaik Azharuddin

Introduction• Maruti Suzuki India Limited, commonly referred to

as Maruti and formerly known as Maruti Udyog Limited.• Leader:– Chairman: Mr. R.C.Bhargava– MD & CEO: Mr. Kenichi Ayukawa

• The company's headquarters are on Nelson Mandela Road, New Delhi.

• In February 2012, the company sold its ten millionth vehicle in India.

• Originally, 18.28% of the company was owned by the Indian government, and 54.2% by Suzuki of Japan. The BJP-led government held an initial public offering of 25% of the company in June 2003. As of May 2007, the government of India sold its complete share to Indian financial institutions and no longer has any stake in Maruti Udyog

History• 1970: Private company named ‘Maruti Technical Services

Private Limited’ (MTSPL) is launched on November 16, 1970.

• In June 1971, a company called 'Maruti limited' was incorporated under the Companies Act and Sanjay Gandhi became its first managing director.

• 1982: a license and Joint Venture Agreement (JVA) is signed between Maruti Udyog Ltd. and Suzuki of Japan.

• 1983: Maruti 800 was released.• The company exports more than 50,000 cars annually and has

domestic sales of 730,000 cars annually.• Manufacturing facilities are located at two facilities Gurgaon

and Manesar in Haryana, near Delhi.

ProductsCurrent Automobiles• Omni• Gypsy• WagonR• Estilo• SX4• Swift• Swift Dzire• A-star• Ritz• Eeco• Alto K10• Ertiga• Alto 800• WagonR Stingray

Imported Automobiles• Grand Vitara• Kizashi

Discontinued Automobiles

• 1000• Zen• Esteem• Baleno• Versa• Grand Vitara XL7• 800• Alto

Major Competitors

Net Sales and PAT

Sales Volume

SWOT AnalysisStrengths:• Established distribution & after sales service.• Understanding of Indian market.• Ability to design products with differentiating features.• Brand image.• Japanese management practices.• Diversification and R&D.• Range of cars.• Widest network.

Weakness:• Still depends upon Suzuki Corporation.• 10% components are manufactured outside India.• Lack of experience in foreign market.• People resistant to upper segment models.

Opportunities:• Increased purchase power of Indian middle class category.• Tax benefits.• Rising demand.• Government subsidies.

Threats:• Numbers of new technology driven players and manufactures

are in market.• Changing environmental and emission norms.

Marketing StrategiesEarlier days, market was dominated by only few brands like

Ambassador & Premier Padmini, Maruti Suzuki India Limited entered the Indian market with different strategy: to offer a compact, modern and fuel efficient car, and released Maruti 800 in1983.

Brand Positioning:• Looks into Price, Comfort dimensions, Safety, Mileage etc.• Launches product according to needs of the customer.• Like – – Maruti 800: considered middle & small families, also

targeted at urban professionals.– Omni: Tourist taxis, Large families for more space– Alto: Launched with a tag line “Let’s Go”, car for young

people and fuel efficient car.

• Maruti Suzuki India Ltd has a formidable line-up of vehicles in its stable and has been quite aggressive about promoting each of its automobile brands.

• In Jan 2002 to attract the customers, Maruti decided that some of its corporate assets in Delhi including Maruti's manufacturing plant and children’s park should be promoted

• In 2003, to attract the customers Maruti Suzuki launched attractive campaign like “Change Your Life”.

• The company also offered vehicle insurance for One rupee only.• In 2004, Maruti introduced the ‘2599’ offer under which by paying an EMI

of Rs. 2599 for seven years after a down payment of Rs.40000, a consumer could buy a Maruti 800.

• In 2004 Maruti introduced the ‘Teacher Plus’ scheme, in a tie up with SBI. • As a part of customer engaging strategy and to attract the potential

customers Maruti organized various melas wherein local flavour is added by organizing traditional social activities like Gramin Mahotsava are conducted round the year.

Promotional Strategy:

Distribution Strategy:

• In earlier days the consumers used to book for a car and wait for more than a year to actually buy it.

• Maruti Suzuki developed a unique distribution network. • Presently the company has a sales network of 802 centres in

555 towns and cities, and provides service support to customers at 2740 workshops in over 1335 towns and cities.

• The company has formed the Dealer territories and the concept of competition amongst these dealers has been brought about.

• Maruti Suzuki had given an opportunity to dealers to make more profits from various avenues like used car finance and insurance services.

• In 2001, Maruti started an initiative known as ‘Non Stop

Maruti Express Highway’. As a part of this initiative Maruti developed 255 customer service outlets along with 21 highway routes by 2001-02.

• In the year 2008, Maruti had near about 2,500 rural dealer sales executives, among the total 15,000 dealer sales executives.

CONCLUSION• Automobile market today is very dynamic &

competitive with a range of players and products.• There are many reasons for the impressive growth of

the Indian passenger car Industry.• Some of these are easy availability of vehicle finance,

attractive rate of interest and convenient instalments. • Maruti Suzuki India Limited is a leading company in

Indian Automobile sector which occupies prominent place due to its innovative strategic marketing, promotional, Brand positioning, advertising strategies.

• Today’s scenario the success of company lies in structuring and restructuring the marketing strategies and continuous innovation of product and services.

Thank you