MARKETING STRATEGIES FOR
MARUTI TO RETAIN LEADERSHIP
BRIEF PROFILE
MUL – established in Feb. 1981
Entered into a joint venture with Suzuki Motor
Company (now Suzuki Motor Corp. of Japan)
in Oct. 1982
Present share distribution-
Suzuki-54.2%
Maruti-45.8% (10.2% rests with Govt.)
Undisputed leader in small cars.
First automobile company to get ISO
9000:2000 certification.
Fit every car buyer’s budget.
CURRENT MODELS
MARUTI 800 1.90 – 2.30 lacs
ALTO 2.40 – 3.00 lacs
OMNI 2.49 – 2.51 lacs
WAGONR 3.41 – 4.79 lacs
VERSA 3.55 – 5.24 lacs
ESTEEM 4.43 – 6.36 lacs
SWIFT 4.24 – 5.24 lacs
GYPSY 4.80 – 5.10 lacs
BALENO 6.00 – 6.73 lacs
VITARA 17 lacs
HOW IS MARUTI A MARKET
LEADER??
INNOVATION
FUEL EFFICIENCY
COMPETITIVE PRICING
VALUE FOR MONEY
LOW MAINTENANCE
QUALITY SERVICE ACROSS 1036 CITIES
AVAILABILITY OF SPARE PARTS
WIDE RANGE OF PRODUCTS
23.80
45.90 23.50 46.10
Others
Others
Maruti Maruti
Hyundai Hyundai
Tata Tata
13.40 13.90
16.90 16.50
2004-05 2005-06
Maruti
Tata
Hyundai
4.42 Mahindra
Honda
3.1 6.38 Toyota
44.25
GM
15.47 Ford
2.95 Others
3.01 16.48
3.94 2006-07*
Market Share in % (Passenger Vehicles) *Till date
DOMESTIC SALES
2004-05,2005-06,2006-07
DOMESTIC SALES
2004-05 2005-06 2006-07
80000
60000
UNITS 40000
20000
0
J une
A pr
A ug
Oct
Dec
Feb
Sales ended Sept. 2006
(FOUR WHEELERS)
(in units)
Maruti 56,606
Tata 18,609
Hyundai 16,415
Honda 5,993
GM India 3,506
Skoda 1,251
SALES TILL OCT 2006-07
OCT 7753 6354 38940
SEP 7289 7680 37955
AUG 6335 6425 32466 OMNI / VERSA
MARUTI 800
JUL 6899 6040 29326
ALTO / WAGON R / SWIFT
JUN 6464 7796 27228 BALENO / ESTEEM
GYPSY / VITARA
MAY 5295 6743 36066
APR 5050 5761 28156
0% 50% 100%
ROAD TO PROFIT
Profit Figures for Q2 (in crores)
4000 3540.8
3146.8
3000
Profit 2000 Total profit
262.6 367.4
1000
Net profit
0
J u ly 0 5 - S e p t. 0 5 J u ly 0 6 - S e p t. 0 6
Pe riod
Increase in Total Income - 12.5%
Increase in Net Income - 40%
HOW CAN MARUTI CONTINUE
TO BE THE LEADER?
TARGET ENTRY LEVEL BUYERS
CREATE AWARENESS (ADVERTISING)
STRONG CUSTOMER CARE PROGRAM
REVAMP STAR SELLING VEHICLES IN
EVERY 6 YRS
ROUND THE CLOCK SERVICES
TEST DRIVE AT DOORSTEP
SHORT TERM
STRATEGIES
REPLACE ZEN WITH SUZUKI MR-WAGON
DEVELOPE AN EFFICIENT DIESEL ENGINE
FOR SUZUKI SWIFT & FOR NEW SEDAN
LAUNCH A NEW SEDAN TO REPLACE
SUZUKI ESTEEM (EXTENSION OF SWIFT)
REVAMP SUZUKI BALENO
LPG OPTIONS FOR NEW SEDAN &
REVAMPED BALENO
SHORT TERM
STRATEGIES
USE THE MARUTI 800 AGAINST THE TATA 1
LAKH CAR (2wheelers to 4wheeler)
LIMITED EDITION SWIFT CONVERTIBLES
WITH AUTOMATIC ROOFS TARGETING
NICHE MARKET
MARUTI VERSA AS A TOURIST VEHICLE,
AIRLINE COMPANIES, ATM VANS
OMNI CNG/LPG FOR CARGO
SWIFT PLATFORM
MARKET TESTING FOR NEW
PRODUCTS
TEST THE MARKET FOR SUZUKI JIMNY
IN RS 5.5-6.5 LAKH SEGMENT AND FILL
IN THE GAP AS A COMPETITIVE URBAN
SUV.
LONG TERM
STRATEGY
FLANKER BRAND FOR PREMIUM VEHICLES
“UNIVA”……..FOR THE UNIQUE ONES
TIE UP WITH SUZUKI MOTORS, REVA
ELECTRIC COMPANY
MANUFACTURE STATE OF ART VEHICLES
FOR INDIA AND EXPORTS
INDIA’S FIRST HYBRID VEHICLE IN C+
SEGMENT
LONG TERM
STRATEGY
COMPETE AGAINST HONDA, HYUNDAI,
TOYOTA, GM IN INDIA
INDIA’S FIRST HYBRID VEHICLE IN C+
SEGMENT
BUILD HYBRID VEHICLES FOR EXPORTS
EXCLUSIVE SHOWROOMS & DEALERS FOR
“PLATINO”
LAUNCH VEHICLES LIKE ESCUDO,SX4.
ESCUDO
THANK YOU!!
DRIVE SAFE
SAVE FUEL
