TERM PAPER ON

MARKETING STRATEGIES OF

MARUTHI SUZUKI SWIFT

By

Nithyanandan.N

Team 6

Miracle Team

Maruti Suzuki india limited

Suzuki motor Corporation.

Market share of 44.9%

Headquarters are located in new Delhi.

In February 2012, - 10th million vehicle in india

yil

The Suzuki Swift is a subcompact car produced by Suzuki in Japan since 2000

launched in India may 2005

2007

2010

In August 2011, New third generation Swift, with 1.2L K-serious petrol and 1.3L DDiS engine

Petrol

Maruti swift LXI 1197cc, Manual, Petrol 15.7-18.1 kmpl

Maruti swift VXI 1197cc, Manual, 15.7-18.1 kmpl

Maruti Swift ZXI1197cc, manual, 15.7-18.1 kmpl

 Diesel

Maruti swift LDI BS IV 1248cc, manual, 18.1-22.9 kmpl

Maruti swift VDI BS IV 1248cc, manual, 18.1-22.9 kmpl

Maruti swift ZDI 1248cc, manual, 18.1-22.9 kmpl

varients New delhi Bangalore Mumbai Chennai hyderabad

LXI 444616 453751 465332 453131 456031

VXI 490707 494666 507068 494102 497126

ZXI 568710 580201 595547 580180 583036

varients New Delhi Bangalore Mumbai Chennai hyderabad

LDI BSIV 553982 557779 575464 563812 566360

VDI BSIV 598264 605224 621138 608779 611446

ZDI 676911 688419 703788 688900 691567

 Exclusive distribution

530 dealers in india

16 dealers in Tamilnadu

3 in Coimbatore

Maruti suzuki Exclusive Dealer

Consumer

Advertising Magazines / newspapers

TV / Cinema

Public relations - using the press to your advantage

Press launches Press releases

Digital marketing

Social media applications such as Facebook or Twitter

Blogging

YouTube

SEGMENTING

B- Segmentation car

Premium hatchback segment

18-45 years old

Feature loving

User friendly

people who prefer value for money compact car

TARGETING

Middle class and upper-middle class

Youngsters and young business people

Customer seeking a stylish, powerful and a premium car for city driving

POSITIONING

Stylish car

A Vehicle that provides comfort, power and luxury in small package

Style, modern looks and young attitude

Advertaisemen

t

Word of m

outh

Agen

t 

Others

1 2 3 4

010203040

Major respondents know about the Maruti swift through Advertisement

varient News paper Notice and leaflets

Posters and banners

Television  Internet0

2

4

6

8

10

12

14

16

Major respondents are aware about swift through newspaper

Co Mi lo pr sa All

0

5

10

15

20

25

30

Major respondents look all the features

red blue Gray silver black02468

10121416

Chart Title

Major respondents prefer red and silver colour

Popular compact cars in Indian

marketGood and high brand visibility

Diesel and petrol variants availableColors, features, mileage and low maintenance are

its special featuresSafety and good

car control

Limited market share in intensely

competitive hatchback segment

Fast growing automobile market

Increasing purchasing power

parity

Use the strong global brand presence

Intense competition

Government regulations

Petrol price and TAX

Improvement in public transport

Hyundai i20Alto

Chevrolet BeatFord Figo

Hyundai i10Nissan Micra

Indian govt launched AUTO POLICY for its Self Sustained growth.

Allowed Foreign Equity Investment up to 100%

Formulation of FUEL POLICY

Diesel demand

P 

Swift car price increased because of union budget 12-13

Standard excise duty to be raised from 10 to 12%Manufacturing sector has grown 8-10 % for last 

few years

E

 

Changed Lifestyle of people The Average  family size is 4 

Increase in per capita income levelsIndian Customers are Highly educated and well 

informed  and they are price  sensitive.Preference for small and compact car

Preference for Fuel efficient cars with low maintenance

S

 

More & more emphasis on R&D.

Govt is promoting NATRIP

Customized solutions can be provided with proliferation of technology.

Entry of global brands

T