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By
Rohit KumarIndian Institute of Technology Bombay, Mumbai
• Timeline
• Current scenario
• Perception Mapping
• Segmentation, Targeting &
Positioning
• SWOT Analysis
• Challenges
• Future plans
Agenda
2
Indian Car Market before 1980
Maruti Udyog limited - 1980 with a mission of motorizing IndiaIn 1982 Maruti Udyog limited entered into a joint venture
agreement with Suzuki Motors, Japan.
PREMIER PADMINI AMBASSADOR
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1990
1987
Maruti went global by exporting 500 Cars to Hungry
Luxury hit Indian roads in the form of Maruti 1000
1985
1983
Launches Maruti 800 Journey so far..
1986
India learnt to go OFFRoad in Maruti Gypsy1984India's first MUV Omni rolls out
Cumulative sales touched the mark of 100,000
4
20052002
Suzuki acquired majority stakes in Maruti
Luxury + hatch back wasn’t a distant dream with launch of swift
2000
1993
Hatch backs espoused comfort in Maruti ZEN Journey so far..
2001
Maruti became 1st Indian car manufacturer to start customer care
centre
1994Luxury reincarnated as Maruti Esteem
Maruti Opened True value stores for pre-owned cars
2012
Ertiga – India's first Life Utility Vehicle
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2007Maruti Rechristened as
Maruti-Suzuki
CURRENT SCENARIO• Market share – 50 % in the Passenger Car
Market
• Produces 1.5 million cars annually - a car every 12 seconds
• Product line- 7 hatchbacks, 2 sedans, 2 vans & 3 SUVs/MUVs
• 933 dealerships across 666 towns and cities
• 3013 service stations across 1449 towns and cities
• Ranks 91 in Forbes list of worlds 200 most reputed companies
• Bluebytes News, rated Maruti Suzuki as India's Most Reputed Car Company in their Reputation Benchmark Study, April 2012.
Source : marutisuzuki.com
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PERCEPTION MAPPING
A diagrammatic technique attempted at visually displaying the perceptions of customers /
potential customers. Typically the position of a
product, product line, brand, or company is displayed relative to
their competition.
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SURVEY RESULTS
PERCEPTION
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comfort
Value for money
O 15 30 50 70 80 95
O
1
5
30
5
0 7
0
80
95
WAGONR
HYUNDAI i10
Based on marketing survey
PERCEPTION
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comfort
Value for money
O 15 30 50 70 80 95
O
1
5
30
5
0 7
0
80
95
DZIRE
AMAZE
Based on marketing survey
PERCEPTION
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comfort
Value for money
O 15 30 50 70 80 95
O
1
5
30
5
0 7
0
80
95
ERTIGA
DUSTER
Based on marketing survey
PERCEPTION
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comfort
Value for money
O 15 30 50 70 80 95
O
1
5
30
5
0 7
0
80
95
KIZASHI
ACCORD
Based on marketing survey
AD CAMPAIGNS
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“Papa ki karan….petrol khatam hi nahin hota”
“Kitna deti hai?? A country obsessed with Mileage”
India comes home in a Maruti Suzuki
Maruti cars segmentation based on Price
Cost ( in Rs lakhs)
0 3 5 10 15 20Economy Midrange Luxury Premium Super premium
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Targeting• Cars in economy segment are targeted for people having an annual income of 3 lakhs.
• Cars in mid range segment are targeted for people having an annual income of 3 – 5 lakhs.
• Cars in luxury and super premium segment are targeted for people having an annual income greater than 5 lakhs.
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Positioning• Alto –Let’s Go- positioned as a India's most fuel efficient car which can be afforded by lower income groups.
• WagonR – Inspired Engineering- positioned for people who lead interesting lives. It gels with their lifestyle, reflecting confidence & multifaceted personality.
• Swift – You’re the fuel- positioned as a car with style, modern looks and young attitude
• Ritz – Live the moment - positioned for people who are technologically inclined ( with K series engines)
• Swift Dzire – The heart car- positioned for the aspirational class as an entry level sedan
• SX4 – Men are back – positioned as a powerful car for men who want to be in control of the road
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CUSTOMER PERCEPTION , COMPANIES POSITIONING
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PR
ICE
VALUE FOR MONEY
-8 -6 -4 -2 0 2 4 6 8 10
-8
-6
-4
-2
0
2
4
6
8
Alto K10Omni
Eeco
Stin
g ra
y
A-s
tar
Cel
erio
Grand vitara
KizashiErtiga
Dzire
Swift
Ritz
Alto 800Estilo
WagonR
SX4
Gypsy
SWOT AnalysisStrength
1. Brand name2. Large distribution network3. Wide product offerings4. Better value for money5. Technology driven6. Almost all the vehicles follow ELV
Weakness1. Lack of reach in SUV segment2. Models failing in crash tests3. Absence in higher end segment
Opportunity1. Rise of economy.2. Better export and import opportunity by
government.3. Infrastructure (Roads and highways)
development plans by government.
Threats1. Multiple player in the same sector.2. Non-existence in high end section3. Cannibalization
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CHALLENGES
• Increasing market share of SUVs and Multi-purpose vehicles
• Poor sales, weak demand, big discounts, high inventory and plant shutdowns have the industry making headlines for all the wrong reasons
• Upholding the interest of minority stakeholders• The issues and challenges confronting the
organization facing with labor unrest• Current economic slowdown• Second hand car market
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FUTURE PLANS
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THANK YOU
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