Maruti Suzuki Swift (Fantastic Five)

8/16/2019 Maruti Suzuki Swift (Fantastic Five)

http://slidepdf.com/reader/full/maruti-suzuki-swift-fantastic-five 1/20

ANALYSIS OF MARKETING MIX

MARUTI SUZUKI - SWIFT

INSTITUTE OF MANAGEMENT TECHNOLOGY

HYDERABAD



2

Frontispiece



3

A REPORT ON

ANALYSIS OF MARKETING MIX- MARUTI SUUKI S!IFT

AT

INSTITUTE OF MANAGEMENT TECHNOLOGY

A REPORT SUBMITTED FOR

MARKETING MANAGEMENT

Course Instructor: "ro#$ Si%&'n&n& S(n)&r&*

S(+*itte) +, F&nt&stic Fi%e

Rakesh SK (15A3HP611)

Abhishek Telukunta (15A1HP020)

Rohit Koppineni (15A1HP073)

Anjani Kishna (15A1HP012)

!ikhil !ala (15A1HP01")

Hyder!d

"#$Dece%!er$&'#(



4

CO"YRIGHT NOTICE

Cop,ri'.t / 0123 +, Gro(p 4 F&nt&stic Fi%e

A)) r*+,ts reser-ed. No /rt o0 t,*s /u!)*ct*on %y !e re/roduced1 d*str*!uted1 or trns%*tted *n

ny 0or% or !y ny %ens1 *nc)ud*n+ /,otoco/y*n+1 record*n+1 or ot,er e)ectron*c or %ec,n*c)

%et,ods1 2*t,out t,e /r*or 2r*tten /er%*ss*on o0 t,e /u!)*s,er1 e3ce/t *n t,e cse o0 !r*e0

4uott*ons e%!od*ed *n cr*t*c) re-*e2s nd cert*n ot,er nonco%%erc*) uses /er%*tted !y

co/yr*+,t )2. For /er%*ss*on re4uests1 2r*te to t,e Te%1 ddressed 5Attent*on: Per%*ss*ons

Coord*ntor16 t t,e ddress !e)o2.

Instit(te o# M&n&'e*ent Tec.no5o',

Hyder!d

Sur-ey No. "71 C,er)+ud 8*))+e1 S,%s,!d Mnd)1

RR D*str*ct

Hyder!d$ ('#&#7



5

Ac6no75e)'e*ent

9e1 Grou/ F&nt&stic Fi%e 2ou)d )*e to e3/ress our dee/est //rec*t*on to )) t,ose 2,o ,-e

/ro-*ded us t,e /oss*!*)*ty to co%/)ete t,*s re/ort. A s/ec*) +rt*tude 2e +*-e to our M&r6etin'

M&n&'e*ent *nstructor1 "ro#$ Si%&'n&n& S(n)&r&*1 2,ose contr*!ut*on *n st*%u)t*n+

su++est*ons nd encour+e%ent1 ,e)/ed us coord*nte ourse)-es !etter1 es/ec*))y *n 2r*t*n+ t,*s

re/ort.

Furt,er%ore1 2e 2ou)d )so )*e to cno2)ed+e 2*t, %uc, //rec*t*on t,e cruc*) ro)e o0 our

sen*ors *n c)er*n+ our dou!ts re+rd*n+ t,e re/ort 2r*t*n+ /ro;ect1

9e ,-e to //rec*te t,e cr*t*c +*-en !y our !tc,$%tes1 t,ns to t,e*r co%%ent nd d-*ces

t,t ,e)/ed us re0*ne our re/ort 0urt,er nd !etter.



6

Table of Contents

Ac6no75e)'e*ent..........................................................................................................5

An O%er%ie7 o# M&r(ti S(8(6i S7i#t..................................................................................7

#. Tr+et %ret nd t,e*r /os*t*on*n+ strte+y 0or t,e*r /roduct 5Mrut* Su<u* S2*0t6.......................8

&. T,e /roduct strte+y do/ted !y Mrut* Su<u* 0or =S#i$t% ....................................................10

". E-)ut*on o0 t,e /r*c*n+ strte+y do/ted !y t,e Mrut* Su<u* S2*0t.....................................13

>. E-)ut*on o0 t,e /ro%ot*on$%*3 0o))o2ed !y Mrut* Su<u* 0or &S#i$t% ...................................14

(. E-)ut*on o0 t,e d*str*!ut*on strte+y do/ted !y Mrut* Su<u* 0or &S#i$t% ..............................17L*st o0 A2rds cro2ned to MARUTI SU?U@I S9IFT............................................................19

List of References................................................................................................. 20

An O%er%ie7 o# M&r(ti S(8(6i S7i#t



7

It *s on)y 0e2 %ont,s +o1 2,en Mrut* S2*0t ,tc,!c ser*es rece*-ed ne2 -r*nt *n t,e

0or% o0 L* O/t*on. No21 ;ust 0e2 dys ,ed o0 t,e u/co%*n+ )unc, o0 Ert*+ MP81 MSIL

,s ro))ed out n e3c)us*-e -ers*on *n t,*s ,tc,!c ser*es to sty *n t,e ne2s. It *s c,r*stened s

S7i#t G)ory Ed*t*on nd *s !e*n+ o00ered on 8* nd 8D* -r*nt /)t0or%. A%on+ t,ese1 t,e

8D* tr*% dd*t*on))y +ets nt*$)oc !r*n+ syste% 2*t, e)ectron*c !re 0orce d*str*!ut*on nd

!re ss*stnce s stndrd. Ho2e-er1 t,ese -ers*ons ,-ent +ot t,e *%/ortnt du) 0ront*r!+s. T,*s +)ory ed*t*on +ets rn+e o0 e3ter*or nd *nter*or sty)*n+ 0etures %*n+ *t -ery

str**n+ to )oo. T,*s )test -ers*on *s *n 2,*te !ody co)or 2*t, red roo01 cou/)ed 2*t, rc*n+

str*/es. A)so1 *t +ets red co)ored s*rts ))$round t,e !ody1 co%/)e%ent*n+ *ts e3,*)rt*n+ //e).

As 0or t,e *ns*des1 *t +ets du) tone red nd !)c co)ored u/,o)stery 0or sets1 co-er 0or

steer*n+ 2,ee) )on+ 2*t, +er no! nd ne2 set o0 0)oor %ts. T,e %nu0cturer ,s )so dded

B)uetoot, en!)ed ud*o syste% 2*t, steer*n+ %ounted ud*o contro)s. Bes*des t,ese1 )) t,e

ot,er 0c*)*t*es ,-e !een ret*ned 0ro% t,e e3*st*n+ 8 +rde -ers*ons.

T,*s /re%*u% ,tc,1 )*e ot,er -e,*c)e1 *s -*)!)e 2*t, t2o en+*ne o/t*ons. One *s t,e #.&$)*tre

/etro) %otor1 2,*c, *s c/!)e o0 +*-*n+ 2y &'.> @%/) %*)e+e. T,e ot,er one *s t,e #."$)*tre

d*ese) /o2er /)nt t,t cn de)*-er n *%/ress*-e %*)e+e o0 &(.& @%/). T,*s ,tc,!c ser*es

recent)y +ets %*nor cos%et*c t2e 2*t, redes*+ned !u%/er 0etur*n+ /ronounced *r d%

nd s*)-er *nserts on 0o+ )%/ conso)e. A/rt 0ro% t,*s1 *t +ets ne2 ,oneyco%! rd*tor +r*))e

2*t, ne2)y des*+ned ))oy 2,ee)s. In dd*t*on to t,ese1 t,*s %ode) ser*es 2s )so %de -*)!)e

2*t, t,ree ne2 e3ter*or /*nts *nc)ud*n+ Myster*ous 8*o)et1 Grn*te Grey nd F*re Red. Its

*nter*ors too ,-e !een c,n+ed 2*t, n *%/ro-ed co)or sc,e%e1 2,*c, *s e%/,s*<ed !y s/orty

s*)-er ccents. T,e sets ,-e !een t2eed 2*t, *%/ro-ed su//ort 0or !c nd t,*+,s. As 0r s

*ts co%0orts re concerned1 t,e entry )e-e) tr*% *s -*)!)e 2*t, s/)*t 0o)d*n+ rer !enc, set t,t

*s *ncor/orted 2*t, cou/)e o0 d;ust!)e ,edrests. 9,*)e t,e %*d$rn+e tr*%s no2 ,-e

%us*c syste% nd e)ectr*c))y d;ust!)e outs*de %*rrors. In ter%s o0 s0ety s/ects1 *ts %*d$rn+e

tr*% ,s !een !)essed 2*t, t,e /ro0*c*ent nt*$)oc !r*n+ syste% )on+ 2*t, EBD s stndrd

0*t%ent. T,*s re0ur!*s,ed rn+e *s /)ced +*nst t,e )*es o0 Toyot Et*os L*-1 8o)s2+en

Po)o1 F*t Punto E-o nd Ford F*+o *n t,e Ind*n uto%o!*)e %ret. It *s !e*n+ o00ered 2*t,

stndrd 2rrnty /er*od o0 &> %ont,s or >'1''' *)o%eters1 2,*c, cn !e e3tended t n

dd*t*on) cost.

2$ Critic&5 e%&5(&tion o# M&r(ti S(8(6i9s c.oice o# t&r'et *&r6et &n) t.eir positionin'

str&te', #or t.eir pro)(ct :M&r(ti S(8(6i S7i#t;$



8

TARGET MARKET

Mrut* Su<u* se+%ents *ts consu%ers on t,e de%o+r/,*c !s*s 2*t, n +e +rou/ o0 &' to ">

yers1 0%*)y s*<e o0 > to ( nd n nnu) *nco%e o0 &''''$"''''1 "''''$('''' nd !o-e

*nc)ud*n+ /ro0ess*on)s1 o00*c*)s1 su/er-*sors nd youn+sters. T,e /syc,o+r/,*c se+%entt*on

co%/r*ses o0 M*dd)e c)ss1 2or*n+ c)ss nd u//er %*dd)e c)ss.

S2*0ts tr+et %ret co%/r*ses o0 t,e se+%ent o0 >$ ), rn+e tr+et*n+ t,e s%)) cr A&

se+%ent 0ocus*n+ on %*dd)e nd 2or*n+ c)ss /eo/)e 2*t, n *% to st*s0y*n+ !ot, t,e

Euro/en nd Ind*n %rets. It %*n)y 0ocuses on t,e youn+er ud*ence.

"OSITIONING

• S2*0t 2s /os*t*oned *n t,e %*nds o0 t,e consu%ers s t,e %ost 0ue) e00*c*ent cr In ne2

S2*0t D*ese) nd Petro) -r*nt DD*S nd @$Ser*es en+*ne *s used t,t de)*-ers

co%/)ete)y ne2 )e-e)s o0 /o2er1 re0*ne%ent1 res/onse nd 0ue) e00*c*ency

•9*t, s/orty des*+n nd %3*%u% custo%er st*s0ct*on 2*t, D*ese) nd /etro) -r*nts.

• En-*ron%ent 0r*end)y //roc, T,e co%!*nt*on o0 # -)-e cy)*nder ,ed nd (

Ste/ Mu)t* In;ect*on Syste% +*-es e00*c*ent co%!ust*on )ed*n+ to c)ener e%*ss*ons 2s

)so /ro%oted.

• S2*0t *s )so /os*t*oned s t,e )o2 %*ntennce cost cr It *s t,e on)y en+*ne 2*t,

C,*n Dr*-e T*%*n+ Syste%1 2,*c, *s %*ntennce$0ree 0or t,e ent*re )*0e o0 t,e en+*ne.

I % con0*dent t,t t,e ne2 S2*0t 2*)) crete ne2 !enc,%rs 2*t, *ts *%/ro-ed 0ue)

e00*c*ency1 sty)*s, nd s/ort*er )oos nd ,*+, /er0or%nce1 s*d Mrut* Su<u*

%n+*n+ d*rector nd c,*e0 e3ecut*-e S,*n<o Nn*s,*.

"ositionin' o# <&rio(s S*&55 C&r p5&,ers +&se) on "OD ="oint o# Di##erence> ? "O" ="oint o# "&rit,>

CRITICAL ANALYSIS OF THE CHOICE OF TARGET MARKET AND "OSITIONING



9

• M*dd)e c)ss1 u//er %*dd)e c)ss nd 2or*n+ c)ss co%/r*ses o0 "'' %*))*on /eo/)e nd

yout, co%/r*ses o0 ( . T,us1 t,e *de !e,*nd tr+et*n+ t,e yout, !y Mrut* Su<u*

S2*0t *s 0ctu) 0ocus*n+ t,e e3ct /ro!!)e custo%ers.

• T,e cr *s s/orty )oo*n+ 2,*c, ,e)/s t,e yout, connect !ut t t,e s%e /o*nt *s not too

)r+e to ,nd)e t,ere0ore %*n+ *t -*!)e o/t*on 0or !ot, t,e %)es s 2e)) s 0e%)es.

• T,e cr 2s /ro%oted s s/orty cr 0or t,e youn+ !ut t t,e s%e /o*nt o0 t*%e !ecuseo0 *ts ,e0ty out)oo *t 2s /erce*-ed s stron+ nd re)*!)e.

• T,e +e +rou/ tr+eted 2s &' to "> yers. T,*s /r*%r*)y co%/r*sed o0 un%rr*ed

*nd*-*du)s s 2e)) s 0%*)*es. T,us1 t,e /os*t*on*n+ 2s done s s/orty 0or youn+ nd

un%rr*ed nd 0%*)y re)*!)e cr 0or 0%*)*es.

• T,e cr 2s 0urt,er ssu%ed to !e t,e cr 0or t,e %*dd)e c)ss !ecuse o0 t,e /r*c*n+.

T,us1 su//osed not to !e too d*00*cu)t to /urc,se.

• Moreo-er1 *t 2s )so /ro%oted to !e 0ue) e00*c*ent1 )o2 cost %*ntennce crs 2,*c,

0urt,er su00*ced ,e *deo)o+y o0 t,e %*dd)e c)ss.

In s,ort1 2e cn /ut t,e !o-e det*)s *n t,e 0o))o2*n+ t!)e.

Ye&r "ositionin' Str&te', Forces T&r'et Cons(*ers

&''( F%*)y Cr1 2*t, %ost

0ue) e00*c*ency1 2*t,

t+)*ne 5You re t,e 0ue)6

A cr *n co%/et*t*on 2*t, t,e !est$se))*n+

Hyund* *#' nd Tt Ind*c.

A "($>( yers +ed

0%*)y /erson

&'' A s%rt cr 0or youn+

/eo/)e nd 0%*)*es 2*t,

ne2 0etures.

T,e -er+e +e o0 cr o2ner ,d dec)*ned

0ro% round "($>' t,ree yers +o1 t t,t

t*%e1 to &($"'1 /r*%r*)y !ecuse o0

c,n+*n+ )*0esty)es1 c,e/ nd es*)y

-*)!)e 0*nnce1 etc.

Anyone 0or 2,o%

!uy*n+ cr 2s

sttus sy%!o).

&'#& Focused on youn+

consu%ers 2*t, s/ortsed*t*on.

T,e t+)*ne 2s 5For t,e

/)yers

C,n+es *n strte+y nd /os*t*on*n+ !y r*-)

co%/et*tors )*e Hyund* nd Toyot.

A+e +rou/ o0 &($"'

yers nd F*rst t*%e !uyers.

0$ T.e pro)(ct str&te', &)opte) +, M&r(ti S(8(6i #or @ Swift’ $ Det&i5e) &n&5,sis

&+o(t t.e pro)(ct *i "ro)(ct 5ine 5en't. &n) t.e pro)(ct *&p o# M&r(ti

S(8(6i S7i#t$



10

"ro)(ct str&te', o# M&r(ti S(8(6i S7i#t

• Mrut* Su<u* S2*0t no2n to /os*t*on *tse)0 ;ust !o-e t,e )o2er /r*ced se+%ent o0 crs

)*e A$Str1 A)to1 9+on R1 R*t<.

• Mrut* Su<u* S2*0t ,s *n-o)-ed *n cont*nuous )*ne %odern*<t*on1 t,rou+, 0etur*n+

ne2 sty)*n+ 2*t, %*n*%) /r*ce. S2*0t ,s )2ys under+one %*nor c,n+es to encour+ecusto%er ttrct*on.

• Mrut* Su<u* S2*0t *s co%/rt*-e)y su/er*or to *ts )o2er /r*ced se+%ents cons*der*n+

*ts )en+t,1 2*dt,1 ,e*+,t nd +round c)ernce nd en+*ne c/c*ty.

Co%/r*n+ S2*0t 2*t, A$str nd A)to:

"&r&*eter S7i#t A-St&r A5to

Len't. 31** 311** 3**

!i)t. 23** 211** 21**

Hei'.t 231** 21** 23**

Gro(n) C5e&r&nce 21** 21** 21**

En'ine <o5(*e=cc> 20cc cc cc

• Mrut* Su<u* S2*0t /ro-*des t,e custo%ers 2*t, !etter sty)*n+ nd s/orty )oo1

connect*n+ 2*t, t,e youn+er +enert*on nd youn+er 0%*)*es on !etter note 2*t,

res/ect to ++ress*-e nd dren)*ne rus,1 sty)e stte%ent nd !etter co%0ort.

• S2*0t *s cons*dered to !e n Au+%ented Product 0ue) %*)e+e 2*t, !est dr*-!*)*ty nd

)o2er e%*ss*ons +*nst ot,er )o2er /r*ced se+%ent crs suc, s A$Str1 9+on R1 R*t<

etc. 2,*c, re c)ss*0*ed s E3/ected Products +ood 0ue) %*)e+e.

• S2*0t *s )so s*d to !e %ore t,n ;ust need.

"ro)(ct str&te', o# M&r(ti S(8(6i S7i#t Dire

• T,e %*n strte+y o0 S2*0t D?*re 2s to cter to 0%*)*es 2,o needed %ore !oot s/ce

nd )*tt)e %ore )en+t, 2*t, t,e s*%*)r o00er*n+s t,t s2*0t /ro-*ded.• 9*t, t,*s strte+y1 S2*0t D?*re creted %ore -)ue %on+ t,e custo%ers 2*t, )ess /r*ce

s co%/red to t,e*r co%/et*tors )*e Et*os1 Hond C*ty1 Ford F*est etc. 2,o c,r+ed

,*+,er /r*ces 2*t, t,e s%e -)ue /ro/os*t*ons.



11

"RODUCT MIX

• Mrut* Su<u* S2*0ts Product M*3 co%/r*ses o0 Htc,!c nd Sedn %ode)s 2*t, S2*0t

nd S2*0t D<*re 0or%*n+ /rt o0 t,e% res/ect*-e)y.

•

Furt,er ,ed t,e crs re o00ered *n Petro) s 2e)) s d*ese) %ode)s.• T,ere re 0urt,er t,ree %ode)s *n ec, cte+ory )on+ 2*t, -r*t*ons *n co)ors.

HATCHBACK SEDAN

S7i#t D8ire

LENGTH OF "RODUCT MIX It re0ers to t,e tot) nu%!er o0 *te%s *n ec, o0 t,e %*3.

Len+t, o0 Mrut* Su<u*:

HATCHBACK S7i#t• SEDAN D8ire

DE"TH OF A "RODUCT MIX Ho2 %ny -r*nts re o00ered o0 ec, /roduct *n t,e )*ne.

T)*n+ on)y !out Mrut* Su<u* S2*0t1 t,e de/t, *s s 0o))o2s:



S W

I F T

ETROL

S!"#$ LX"

S!"#$ %X"

S!"#$ ZX"

&IESEL

S!"#$ &"'(')*L+"*

S!"#$ &"'(') ,%+"*

S!"#$ &"'(') -Z+"-

12

"RODUCT LINE LENGTH

• S2*0t ,s ne*t,er u/stretc,ed nor do2n stretc,ed. In 0ct1 L*ne 0*))*n+ nd L*ne Prun*n+

,-e )so not !een done.

• Product %odern*<t*on ,s !een done 0ro% t*%e$to$t*%e on)y to ee/ u/ 2*t, t,e

custo%er /re0erences.

• Ne2 %ode)s ,-e !een )unc,ed *n order to ee/ /ce 2*t, t,e co%/et*tors nd to ensure

!ene0*t to t,e custo%ers.

ANALYSIS OF THE "RODUCT MIX

• T,e /roduct %*3 o0 S2*0t not on)y o00ers )) t,e /oss*!)e stoc ee/*n+ un*ts !ut )so ,s

ten *nto cons*dert*on t,e c,o*ces nd /re0erences o0 t,e consu%ers.

• In country )*e Ind*1 consu%ers ,-e -r*ed c,o*ces. T,ere0ore1 S2*0t o00ered

Htc,!c nd Sedn1 d*ese) nd /etro) nd d*00erent co)ors. T,*s 2s done so t,t t,e

consu%ers /erce*-e s2*0t s cr t,t o00ers e-eryt,*n+ s /er t,e*r needs.

• S2*0t !e0ore *ts )unc, d*d not 2nt to )unc, *t *n 2,*te co)our !ecuse t,e %erst,ou+,t t,t *t 2ou)d not co%/)e%ent *ts des*+n. But cons*der*n+ *n %*nd t,e ssoc*t*on

o0 Ind*n consu%ers 2*t, t,e co)our 2,*te t,ey *n-ented Per) Met))*c Art*c 9,*te to

co%/)*%ent t,e des*+n nd u/,o)d t,e /re0erences *n ter%s o0 co)our 9,*te.

• T,us1 t,e Product M*3 cters to )) t,e needs nd t,ere0ore u/,o)ds /os*t*-e *%/ct *n

t,e %*nds o0 consu%ers.

"RODUCT MA""ING



13

• Mrut* Su<u* S2*0t ,s )redy sur-*-ed *n t,e %ret 0or %ore t,n #' yers no2. It

co%es %on+ t,e to/ t,ree o00er*n+ !y t,e co%/ny. Mret s,re o0 Mrut* Su<u*

rec,ed ,e*+,ts !ecuse o0 S2*0t. T,e co%/ny +*ned ,u+e /ro0*ts t,rou+, t,e s)e o0

t,*s cr. But no2 s2*0t *s )%ost c)ose to *ts %tur*ty st+e. Mrut* Su<u*s ne2 cr

B)eno *s e3/ected to te o-er t,e %ret s,re o0 s2*0t nd soon S2*0t 2*)) rec, *tsdec)*n*n+ st+e.

• T,*s cn !e ;ust*0*ed !y sy*n+ t,t s2*0t *n*t*))y ,d 2*t*n+ /er*od o0 to %ont,s

!ut no2 ,s co%e do2n to ;ust # %ont,.

"ercept(&5 M&p M&r(ti U),o' Li*ite)

$ E%&5(&tion o# t.e pricin' str&te', &)opte) +, t.e M&r(ti S(8(6i S7i#t$

THE "RICING STRATEGY

• Pr*c*n+ strte+y nd custo%er -)ue re t,e t2o s*des o0 t,e s%e co*n. T,ere0ore1

cons*der*n+ custo%er /urc,s*n+ /o2er nd needs re /rere4u*s*te *n dec*d*n+ t,e

/r*c*n+ strte+y.• In order to c,*e-e t,*s1 S2*0t o00ers t,ree -r*nts *n /etro) s 2e)) s *n d*ese) cte+ory

2*t,*n t,e /r*ce !rcet o0 >$ ),s.

• S*nce t,e to/ end tr+et *s t,e ud*ence 2*t, des*re 0or !est co%0ort1 e3c)us*-e s0ety1

%u)t*tude o0 0etures nd sty)*n+1 t,ese ttr*!utes ,-e !een o00ered.

• Co%/n*es o00er*n+ suc, 0etures +ener))y c,r+e ,*+,er !ecuse o0 t,e 0etures o00ered

!ut Mrut* Su<u* !e)*e-e *n Cost Leders,*/ 2,*c, *s so c,*e-ed !y /roduc*n+ *n %ss

nd cost o/t*%*<t*on t,rou+, )en /roduct*on.



14

• T,e /r*c*n+ strte+y o0 s2*0t co%/r*ses o0 +ett*n+ %3*%u% %ret s,re !y /ro-*d*n+

!est -)ue t !est /r*ce. S2*0ts )unc, ,e)/ed Mrut* Su<u* e3/nd *ts %ret s,re1

/r*c*n+ strte+y contr*!ut*n+ %uc, to *t.

• A/rt 0ro% t,e !o-e %ent*oned ste/s1 t,e strte+y )so *nc)udes /r*c*n+ t,rou+,

/ro%ot*on 2,ere t,e cce/tnce o0 t,e cr !y t,e /eo/)e *s +*-en /r*or*ty.

• One %;or s/ect t,t needs to !e cons*dered *s s to ,o2 *s t,e /roduct /erce*-ed !y t,ecusto%ers. S2*0t s,ou)d not !e /erce*-ed s o-er/r*ced or under/r*ced. T,e //ro/r*te

/r*c*n+ 0or t,e //ro/r*te 0etures *s t,e u)t*%te +o) 2,*c, 2s so c,*e-ed s*nce *t *s

su//osed s cr 2*t, t,e !est -)ue 0or %oney *n co%/r*son 2*t, t,e co%/et*tors )*e

*&' or Po)o.

• It )so co%/r*ses o0 t,e d*00erent ssoc*ted /roduct o00er*n+s. E.+.: 9*nn*n+ /r*ce

%ount o0 > ),s *n contest *s stound*n+ !ut *nsted o0 t,e cs, /r*ce1 t,e o00er*n+ 2s

t,e cr. It not on)y %ter*)*<ed nd e)e-ted t,e 2*nn*n+ /r*<e !ut )so *nst*))ed *n t,e

%*nds o0 t,e consu%ers t,t S2*0t *s cr t,t *s es*)y c4u*r!)e.

• T,e /r*c*n+ strte+y *%ed t %*n+ t,e custo%ers understnd t,e -)ue /ro/os*t*on t,e

co%/ny o00ered *n co%/r*son to t,e co%/et*tors.

• T,*s *nc)udes t,e 0ter s)es ser-*ces nd /ro-*d*n+ ser-*ce /rts t )est cost /ro%ot*n+

S2*0t s Lo2 %*ntennce cr.

• T,us1 t,e strte+y *s /enetrt*-e nd co%/et*t*-e.

• To su% u/1 t,e %*n !s*s o0 dec*d*n+ t,e /r*c*n+ strte+y *s reserc, 0or n)y<*n+ t,e

current %ret trend1 r2 %ter*) cost*n+1 %ret +o-ern*n+ econo%*c 0ctors1

d*str*!ut*on c,r+es1 d-ert*s*n+ costs1 de)er /ro0*ts nd co%/ny %r+*n /ro0*ts.

$ E%&5(&tion o# t.e pro*otion-*i #o55o7e) +, M&r(ti S(8(6i #or ‘Swift’ $

"ROMOTION STRATEGY

• Mrut* Su<u* ,s -ery d*st*nct*-e nd *n0or%t*-e /ro%ot*on) strte+y to /ro%ote nd

%ret *ts /roduct.

• It uses )) ty/es o0 %ed* 2,*)e )unc,*n+ ne2 /roduct or ne2 -r*nt.

• T,e d-ert*se%ents *nc)ude te)ecst *n ud*o -*su) %ed* nd t,e /r*nt %ed* )*e

te)e-*s*on1 rd*o1 %+<*nes1 2ors,o/s1 etc.

A TELE<ISION AD<ERTISING:

• A)%ost "' o0 t,e d-ert*s*n+ !ud+et *s ))octed to te)e-*s*on d-ert*s*n+.

•

Te)e-*s*on d-ert*s*n+ ,e)/s *n /roduct 2reness1 !rnd !u*)d*n+1 /tent tec,no)o+y2reness1 etc.

• T,*s ty/e o0 d-ert*s*n+ *s -ery cost)y !ut *t *s )so t,e *%/ct0u) %ens o0

co%%un*ct*on.

• C,nne)s )*e Str1 Sony nd ?ee1 etc. )on+ 2*t, ot,er %;or %us*c nd s/orts c,nne)s

,s %ore %ount o0 -*e2ers s/ec*))y t,e yout,1 ,ence1 ,e-y /ro%ot*ons re done

,ere.



15

B ROAD SHO!S:• Mrut* Su<u* tr*es to /ro%ote st+e s,o2s -*+orous)y !y d*s/)y*n+ t,e cr *n %ny

co))e+e 0ests nd e3,*!*t*ons.

• T,e /ro%ot*on ,e)/s to ttrct ,u+e %ount o0 youn+sters. Free tr*)s re )so !e*n+

/ro-*ded to t,e students.

• By sett*n+ t,ese /ro%ot*on) c%/s1 co%/ny ttrcts t,e /ros/ect*-e students 2,o re

2*))*n+ to !uy cr *n t,e ner 0uture. T,e co%/ny /ro-*des 0ree test r*des 2,*c, ,e)/s

t,e custo%ers to no2 !out t,e 4u)*t*es o0 t,e cr.

C "RINT ADS:

• #( o0 t,e d-ert*s*n+ e3/enses re ))octed to %+<*nes nd >' *s used *nne2s//ers s *t ,e)/s *n co%/et*t*-e d-nt+e1 !rnd !u*)d*n+1 +*-es reson 0or %*n+

*t +ood /urc,se1 /ro-*des det*)ed no2)ed+e etc.

• Ad-ert*se%ents *n ne2s//ers nd uto %+<*nes re ,e-*)y used to /ro%ote t,e cr.

Mny )e0)ets re !e*n+ d*str*!uted t co))e+es1 %))s1 r*)2y stt*ons1 !us stnds1 etc.

• Ne2s//ers nd %+<*nes ,-e ,u+e %ount o0 +eo+r/,*c) nd de%o+r/,*c rec,.

Bot, ne2s//ers nd %+<*nes cn )so !e ret*ned 0or 0uture re0erences.

D RADIO:

• 8r*ous stud*es ,-e /ro-ed t,e 0ct t,t rd*o *s one o0 t,e %ed*u% to educte custo%ers

!out t,e /roduct s *t ,s +ot t,e 2*dest co-er+e !ot, *n rur) nd ur!n res. Hence1

t,e tr+eted custo%ers 2*)) !e *n0or%ed !out t,e /r*ce1 0etures nd ot,er 4u)*t*es o0 t,e

cr !y rd*o !rodcst*n+.

• Rd*o *s !*t cost e00ect*-e nd *t ,s -ery 2*de co-er+e1 ,ence1 *t *s +ret %ed*u%

o0 d-ert*se%ent.

E BANNERS:



16

• S2*0t *s )so /ro%oted 2*t, t,e ,e)/ on ,ord*n+ !nners nd ot,er neon s*+ns 2,*c, re

!e*n+ d*s/)yed outs*de t,etres nd c)u!s. Hord*n+ ,e)/s t,e custo%er to rec)) t,e

/roduct +*n nd +*n.

• Bnners nd ,ord*n+ cons*sts o0 )o2 cost nd *s re/et*t*-e e3/osure. Bnners *s -ery

0)e3*!)e nd t,e d-ert*se%ents cn !e )tered ccord*n+ to d*00erent occs*ons suc, s

0est*-)s1 seson1 etc.

F !ORKSHO"S AND SEMINARS:

• Mny 2ors,o/s nd se%*nrs re !e*n+ ,e)d *n co))e+es1 un*-ers*t*es nd ot,er !*+

cor/ortes to educte t,e /eo/)e !out t,e co%/nys /st /er0or%nce nd t,e 0etures

o0 t,e cr.

G BOOKLETS AND "AM"HLETS

• Boo)ets nd /%/,)ets 2*)) !e e/t t t,e s,o2roo%1 ser-*ce centers1 cr ccessor*es

s,o/1 etc. 0or t,e custo%ers to red !out t,e co%/ny nd t,e /roducts t,t re !e*n+

o00ered t,t su*ts t,e needs o0 t,e custo%ers.• Boo)ets nd /%/,)ets ,e)/ to trns0or% or %od*0y custo%ers /re0erence. It cn

dr%t*<e %ess+es.

H> INTERNET AND AD<ERTISING INNO<ATIONS

• No2dys1 *nternet ,s !eco%e n *nte+r) /rt o0 n *nd*-*du)s )*0eJ ,ence1 *t ,s

!eco%e -ery necessry to *n-est *n t,e d-ert*s*n+ *nno-t*on nd *nternet.

• One o0 t,e *nno-t*-e strte+*es *s us*n+ ,ydro+en !))oons 2,*c, 0)y o-er %;or c*t*es

*n Ind* s /rt o0 Product A2reness C%/*+n.

• Internet d-ert*se%ent cn !e o0 2*de rec, nd cn )so !e *nterct*-e *n nture.



17

3$ E%&5(&tion o# t.e )istri+(tion str&te', &)opte) +, M&r(ti S(8(6i #or‘Swift’ $

T,e to/ %n+e%ent o0 %nu0ctur*n+ !us*ness cretes /)n re+rd*n+ t,e d*str*!ut*on

strte+y t,t s/ec*0*es ,o2 t,e 0*r% 2*s,es to trns0er t,e /roducts to *nter%ed*r*es1 ret*)ers nd

0*n))y to end consu%ers.

• T,ere re t7o %nu0ctur*n+ 0c*)*t*es o0 Mrut* Su<u* *n Ind*. Bot, %nu0ctur*n+

0c*)*t*es ,-e co%!*ned /roduct*on c/c*ty o0 #>1 ('1''' -e,*c)es nnu))y.

• Mrut* Su<u* )so ,s -ery stron+ de)er net2or. It 2s one o0 t,e -ery 0*rst

co%/n*es 2,o understood t,e *%/ortnce o0 A0ter S)e Ser-*ce *n ,*+, *n-o)-e%ent

/roducts )*e crs. Mrut* Su<u* d*str*!ut*on nd Ser-*ce Net2or co%/r*ses o0 o-er

>'' s)e s,o2roo%s1 o-er '' de)er 2ors,o/s1 nd #K'' Aut,or*<ed Ser-*ce Stt*ons

e3tended cross ##K' c*t*es un/r))e)ed *n t,e country.*t )so ,s "' E3/ress Ser-*ce

Stt*ons on "' Nt*on) H*+,2ys cross #"#> c*t*es *n Ind*.

• Mrut* )so tr*ns t,e )oc) st00 s %ost o0 t,e ser-*ce stt*ons re %n+ed on 0rnc,*se

!s*s. T,ey )so 2nted to e3/nd t,e*r rec, to rur) Ind* !ut t,ey ne2 sett*n+ u/

co%/)ete de)ers,*/ 2s -ery d*00*cu)t so t,ey o/ened e3tens*on counters 2,*c, re

o/erted !y so%e de)ers *n t,e ner!y c*t*es 2,*c, ensured *ncresed custo%er touc,

/o*nts 2*t,out r*s*n+ t,e -*!*)*ty o0 t,e de)ers.

MARUTI TO EX"AND ITS DISTRBUTION NET!ORK

As de%nd s /*ced u/ *n t,e uto sector1 Mrut* Su<u*1 Ind*s to/ cr$%er *s /)nn*n+ to

e3/nd *ts d*str*!ut*on net2or nd /)nn*n+ to nd &'' %ore de)ers,*/s.



18

Mrut* ,s 7''$/)us out)ets co-er*n+ %ore t,n ('' c*t*es. S,s,n Sr*-st-1 t,e co%/nys

C,*e0 Gener) Mn+er Mret*n+ 4uoted1 Our *ntent*on *s to te u/ t,e nu%!er o0 out)ets to

#1''' t,*s 0*sc)1

Not on)y *n ur!n re *s t,e co%/ny )so !ett*n+ !*+ on t,e rur) %ret. S,s,n Sr*-st-

)so 4uoted1 Lst yer1 2e d*d -ery +ood s)es *n rur) res1 2,ere t,e +ro2t, 2s -ery1 -ery

+ood. Ner)y # /er cent o0 our s)es 2ere *n t,e rur) se+%ent +*nst n*ne /er cent *n t,e

/re-*ous yer.6

As t,e co%/ny ,s +*ned +ood +round *n t,e rur) %ret t,ey s,ou)d cont*nue 2*t, *t. T,e

Co%/ny *s )so 0ocus*n+ on t,e cor/orte sector s *t sees de%nd +o*n+ u/ *n t,*s s/ce.



19

List o# A7&r)s cro7ne) to MARUTI SUUKI S!IFT

• *COTY1 Ind*n Cr o0 t,e Yer &'#&• BBC To/ Ger M+<*ne1 S%)) Cr o0 t,e Yer1 &'#&

• &'#& CNBC T8 #7 O-erdr*-e1 Co%/ct Cr o0 t,e Yer

• &'#& CNBC T8 #7 O-erdr*-e1 Cr o0 t,e Yer

• Auto unct*on1 T,e Auto A2rds &'##1 Htc,!c Cr o0 t,e Yer

• UT8 B)oo%s!er+ Autocr A2rds &'#&1 Cr o0 t,e Yer

• UT8 B)oo%s!er+ Autocr A2rds &'#&1 Co%/ct Cr o0 t,e Yer

• Cr2)e.co%1 Htc,!c &'##

• Bus*ness Stndrd Motor*n+1 Cr o0 t,e Yer &'#&

• Auto B*)d Ind* Cr9)e A2rds1 Htc,!c &'## $ Consu%er C,o*ce A2rd

• S2*0t to//ed *n u//er A& Pre%*u% se+%ent *n t,e Tot) Custo%er St*s0ct*on Sur-ey !y

TNS Auto%o!*)e1 &'#'

• D Po2er As* Pc*0*c &''K 8e,*c)e De/end!*)*ty Study

• #st rn *n D /o2er As* Pc*0*c &'' $&''7 A//e) study

• #st rn *n TNS Four 9,ee)er Tot) Custo%er St*s0ct*on Study1 &''

• #st rn *n D Po2er As* Pc*0*c &'' IS study

• *COTY Ind*n Cr o0 t,e Yer1 &''

• Cr o0 T,e Yer $ CNBC T8$#7 Autocr1 &''

• Best 8)ue 0or Money Cr &'' $ CNBC T8$#7

• Autocr 8*e2ers C,o*ce &'' $ CNBC T8$#7

• Autocr Best Des*+n nd Sty)*n+ &'' $ CNBC T8$#7

• NDT8 Pro0*t Cr Ind* Auto%o!*)e o0 t,e Yer $ NDT8 Pro0*t Cr nd B*e A2rds

• NDT8 Pro0*t Ind* S%)) Cr o0 t,e Yer1 &''

• Des*+n o0 t,e Yer &'' $ To/ Ger1 BBC

• O-erdr*-e Cr o0 t,e Yer $ Auto%o!*)e M+<*ne1 O-erdr*-e

• Most Pre0erred Cr 0or Ent,us*sts $ cr2)e.co%

T,*s /ro-es t,e*r /ro%ot*on strte+*es nd d*str*!ut*on c,nne)s stren+t,. So1 t,e reco%%endt*ons s

suc, 0or /resent /er*od *s to cont*nue t,e s%e strte+*es nd sust*n t,e to/ /os*t*on *n t,e %ret.



List of References

Ft% G.1 @u%r* E. &'#"1 My. Mret*n+ Strte+*es o0 Mrut* Su<u* L*%*ted. Retr*e-ed

0ro% $$/!!!.""'.%)'2I(('5IAIEM-2013-05-17-036./+#

Rtur* P. &''(1 u)y &. 9,t Is Mrut*s P)n 0or t,e S2*0t. Retr*e-ed 0ro%

$$/!!!.'+":.;<'=2005)26$".$)

Mrut* Su<u* 9e!s*te$ ,tt/:222.%rut*su<u*.co%s2*0t.s/3

9**/ed*$ Su<u* S2*0t1 $$/('<.!">"/'+".!">"S?>"@S!"#$

A$ I<+" B2005C M=D. M$" S!"#$- 10 ='( <+ "< ($<

$$/!!!.$;"<+".;$-#'$'($"-(!"#$---10-='(-<+-

"<-($<-395290.(/

M$" S?>" S!"#$ A;;)+'( $$/!!!.$"(?>".;;;)+'(.(/

http://www.ijaiem.org/Volume2Issue5/IJAIEM-2013-05-17-036.pdf

http://www.rediff.com/money/2005/jul/26maruti.htm

http://www.marutisuzuki.com/swift.aspx

https://en.wikipedia.org/wiki/Suzuki_Swift

http://www.autocarindia.com/auto-features/maruti-swift---10-years-and-going-strong-395290.aspx


http://www.marutisuzuki.com/accolades.aspx

http://www.ijaiem.org/Volume2Issue5/IJAIEM-2013-05-17-036.pdf

http://www.rediff.com/money/2005/jul/26maruti.htm

http://www.marutisuzuki.com/swift.aspx

https://en.wikipedia.org/wiki/Suzuki_Swift



http://www.marutisuzuki.com/accolades.aspx

Maruti Suzuki Swift (Fantastic Five)

Documents

Transcript of Maruti Suzuki Swift (Fantastic Five)