PRESENTATION ON MARUTI SUZUKI
SWIFT DZIRE
TEAMWORK
ANSHUL YADAV
JAGDISH SAINI
HARSHI BANSAL
PRODUCT CLASSIFICATION
CONSUMER PLANS IN ADVANCE
CONSUMER PLANS IN ADVANCE
ONE OR MORE TRIPS TO
SHOWROOM
ONLY AVAILABLE AT
SHOPPING GOODS AUTHORISED DEALERSHIP
COMPARISION WITH OTHER
CAR CARS AVAILABLE
INVOLVES HIGH PRICE
NEEDS OF CUSTOMER FULFILLED BY PRODUCT
REAL NEEDS
UNSTATED NEEDS ¾Consumer wants a Car DELIGHT NEEDS
with low operating /
¾Good after sales service maintenance cost. ¾Consumer expects from
f
from dealer.
d l I
Irrespective of initial cost.
i fi i i l d l
dealer :
¾Easy availability of spares. ¾Music system
¾Navigation system
¾Freebies
¾Discounts
CAR : COMPACT SEDAN
COMPANY NAME
COMPANY NAME BRAND NAME
BRAND NAME
MARUTI SUZUKI INDIA LTD SWIFT DZIRE
HONDA CARS INDIA LTD AMAZE
HYUNDAI MOTOR INDIA LTD
HYUNDAI MOTOR INDIA LTD XCENT
Established : 1981
CEO : Kenichi Ayukawa
CEO : Kenichi Ayukawa
Joint venture(Suzuki Corporation
Japan & Maruti Udhyog India Ltd.)
M. SUZUKI
Head Office :
Manufacturing facilities
New Delhi
Gurgaon, Haryana
Manesar, Haryana R&D Center
Capacity : 9 lacs p.a.
Capacity: 5.50 lacs
Capacity: 5 50 lacs Gurgaon , Haryana
p.a.
Established : 1995 Established : 1996
Established : 1996
CEO : Katsushi Inoue CEO : BO Shin Seo
Fully own subsidiary (Honda Motor Co. Fully own Subsidiary (Hyundai Motor
Ltd. , Japan) Co. , South Korea)
Plant 1 : Greater Noida (U.P.) Plant 1 : Kanchipuram (Tamilnadu)
(1.20 lac cars p.a.) (3.00 lac cars p.a.)
Plant 2 : Tapukara (Rajasthan ) Plant 2 : Kanchipuram ,Tamilnadu
(1.20 lac cars p.a. ) (3.30 lac car p.a. )
R&D Centre : Greater Noida (U.P.) R&D centre : Hyderabad (A.P.)
MARUTI SUZUKI SWIFT DZIRE
PRODUCT PRICE PLACE PROMOTION
¾Compact sedan
p ¾5 2 lacs ‐ 7.9 lacs
¾5.2 lacs 7 9 lacs ¾Distribution channel
¾Distribution channel ¾Direct contact
¾Japanese engineering ¾According to ¾Showrooms ¾Offers & discount
¾Petrol & Diesel competitors pricing ¾Service centre ¾Words of mouth
¾P
¾Powerful engine
f l i ¾Targets middle ¾Fl
¾Fleet sales
l ¾Mass communication
¾Mass communication
¾Petrol : 20.85 Kmpl income level people ¾679 dealers across ¾Sponsorship
¾Diesel : 26.59 kmpl ¾Affordability 387 cities ¾Demonstration
¾Automatic transmission ¾Cost recovery ¾Exports to other ( Test Drives)
¾Safety features : ABS , pricing countries ¾Pull strategy
g
Airbags ¾Penetration pricing
¾Penetration pricing ¾Motorsports events
¾Product variation
HYUNDAI XCENT
MARKETING MIX OF HYUNDAI XCENT
MARKETING MIX OF HYUNDAI XCENT
PRODUCT PRICE PLACE PROMOTION
¾Compact sedan ¾5.0‐7.8 lacs ¾Distribution channel ¾Direct contact
¾European styling ¾Based on ¾Showrooms ¾Offers & discount
¾
¾Korean engineering
i i competitors pricing
tit i i ¾Service centre ¾Mass
¾Petrol & Diesel ¾Targets middle ¾Fleet sales communication
¾Aggressive look income level ¾503 dealership ¾Sponsorship
¾Muscular Design customers across india ¾Demonstration
¾P
¾Petrol : 19.01 Kmpl
l 19 01 K l ¾Aff d bilit
¾Affordability ¾
¾Export to other ( Test Drives)
¾Diesel : 24.04 kmpl ¾Cost recovery countries. ¾Pull strategy
¾Automatic pricing ¾Motorsports events
transmission ¾Penetration pricing
¾S f
¾Safety features : ABS ,
f ABS
Airbags
HONDA AMAZE
MARKETING MIX OF HONDA AMAZE
PRODUCT PRICE PLACE PROMOTION
¾Compact sedan ¾5.23‐8.25 lacs ¾Distribution ¾Direct contact
¾European styling ¾Based on channel ¾Offers & discount
¾
¾Japanese competitors pricing ¾
¾Showrooms ¾Mass
¾Mass
engineering ¾Targets middle ¾Service centre communication
¾Petrol & Diesel income level ¾Fleet sales ¾Sponsorship
¾Premium look
¾Premium look customers ¾213 dealership
¾213 dealership ¾Demonstration
¾Muscular Design ¾Affordability across 140 cities. ( Test Drives)
¾Petrol : 19.01 ¾Cost recovery ¾Pull strategy
Kmpl pricing ¾Motorsports events
¾Di l 24 04
¾Diesel : 24.04 ¾P
¾Penetration
t ti
kmpl pricing
¾Automatic
transmission
¾Safety features :
ABS , Airbags
MARKET SHARE OF THE LEADING BRAND
S O G
HONDA
AMAZE
SUZUKI
SUZUKI
DZIRE
HYUNDAI
XCENT
COMPANY WITH BRAND MARKET SHARE
SUZUKI SWIFT DZIRE 74.33 %
HONDA AMAZE 12.71 %
HYUNDAI XCENT
HYUNDAI XCENT 12 94 %
12.94 %
*Source : As per August 2015 Car sales Analysis (www.teambhp.com)
SEGMENTATION TARGETING POSITIONING (STP)
SEGMENTATION TARGETING POSITIONING (STP)
SUZUKI SWIFT DZIRE HYUNDAI XCENT HONDA AMAZE
SEGMENTATION :
SEGMENTATION SEGMENTATION : SEGMENTATION :
¾Demographic : ¾Demographic : ¾Demographic :
Income – Middle Class Income – Middle class Income – Middle class
Gender female (Automatic
( Gender female (automatic
Gender female (automatic Gender female (automatic
Gender female (automatic
variant ) variant ) variant )
¾Behavioral : Usage ¾Behavioral : usage ¾Behavioral : usage
Low : Petrol variant Low : Petrol variant Low : Petrol variant
High Diesel variant
High : Diesel variant High : Diesel variant
Hi h Di l i High : Diesel variant
Hi h Di l i
TARGETING : TARGETING : TARGETING :
¾Middle income group ¾Middle income group ¾Middle income group
¾Working professionals
gp ¾Working professionals
¾Working professionals ¾Working professionals
¾Working professionals
¾Targets youth ¾Targets youth ¾Targets youth
POSITIONING : POSITIONING : POSITIONING :
¾Space ¾Space ¾Compact
¾L
¾Low maintenance
i t ¾
¾Comfort ¾
¾Powerful engine
¾High fuel efficiency ¾High fuel efficiency ¾High fuel efficiency
PRODUCT MIX OF MARUTI SUZUKI
HATCHBACK SEDAN SUV UTILITY VEHICLES
INFORMATION ABOUT PRODUCT MIX
OF MARUTI SUZUKI
PRODUCT MIX LENGTH
MSIL has 4 product lines and average products within each product line is 3.
So
So product mix length of MSIL is 12 .
product mix length of MSIL is 12
PRODUCT MIX WIDTH
MSIL has 4 product lines .
h d l
So product mix width of MSIL is 4 .
PRODUCT MIX DEPTH
MSIL has 4 products lines . The hatchback , sedan , SUV & utility vehicles .
The product line depth is 5,2,2 & 3 respectively.
FACTORS AFFECTING PURCHASE OF
PRODUCT
TECHNOLOGICAL GEOGRAPHICAL
FACTORS
LEGAL DEMOGRAPHIC
THANK YOU
THANK YOU
