2. Maruti Udyog Limited (MUL) was established in
Feb 1981 through an Act of Parliament
Maruti Udyog Ltd is one of India's leading
automobile manufacturers and the market
leader in the car segment, both in terms of
volume of vehicles sold and revenue earned.

3. Contd………
• The Joint Venture agreement was signed between
Government of India and Suzuki Motor Company
(now Suzuki Motor Corporation of Japan) in Oct
1982.
• The company went into production in a record time
of 13 months and the first car was rolled out from
Maruti Suzuki India Limited Gurgaon in December,
1983.

4. Board of Directors
Mr. KENICHI
Mr. SHUJI OISHI Ms. Pallavi Shroff
AYUKAWA
Mr. Shinzo Nakanishi Director & Managing Executive
Director
Officer (Marketing & Sales)
Managing Director and
the CEO
Mr. Amal Ganguli Mr. MANVINDER SINGH BANGA
Director
Director
Mr. OSAMU SUZUKI
Director
Mr. R.C. Bhargava
Chairman, Board of Director
Mr. TSUNEO OHASHI Mr. DAVINDER SINGH BRAR
Director & Managing Executive Director

6. What is CRM?
Customer is the king
“The approach of identifying, establishing, maintaining,
and enhancing lasting relationships with customers.”
“The formation of bonds between a company and its
customers.”
6

7. Five Views of CRM
• Marketing Automation
• Sales Automation
• Service and Service Fulfillment
• Customer Self-Service
• E-Commerce

8. Customer Relationship
Management (CRM)
Traditional Marketing CRM
Goal: Expand customer base, Goal: Establish a profitable,
increase market share by long-term, one-to-one
mass marketing relationship with customers;
understanding their needs,
preferences, expectations
Product oriented view Customer oriented view
Mass marketing / mass Mass customization, one-to-one
production marketing
Standardization of customer Customer-supplier relationship
needs
Transactional relationship Relational approach
8

9. Maruti and CRM
 Maruti created a land-mark in CRM by launching a website
for the customers in the year 1998
 Maruti is investing a lot of money and effort in building
customer loyalty programmes
Maruti Auto Card

10. MARUTI AND CRM
True Value Outlet
On Road Service
Availability of easy finance

11. MARUTI AND CRM
Market Research Department
Their Market Research department remains on its toes to
study the changing consumer behaviour and market needs.
Maruti enjoys 70%repeat buyers which further bolsters their
claim of being customer friendly
Maruti Call Center
Maruti has proper customer complain handling cell under
the CRM dept. The CIC will help MSL rapidly build an
information pool of over 3 million Maruti owners as well as
that of its prospective customers

12. MARUTI AND CRM
Mega Camps
Sports Events

13. MARUTI AND CRM
Analytical CRM
(1) Designing and executing targeted marketing campaigns
(2) Designing and executing campaigns, e.g. customer acquisition,
cross- selling,up-selling, Addon-selling.
(3)Analyzing customer behavior in order to make decision relating
to products and services(e.g. pricing,product development)
(4)Management information system(e.g.financial forecasting and
customer profitabilityAnalysis)

14. Other advantage: which help in
CRM
 A Buying Experience Like No Other
Maruti Suzuki has a sales network of 307 state-of -the-art showrooms
across 189 cities, with a workforce of over 6000 trained sales personnel
to guide MUL customers in finding the right car.
 Quality Service Across 1036 Cities
In the J.D. Power CSI Study Maruti Suzuki scored the highest across all
7 parameters:
1.least problems experienced with vehicle serviced,
2.highest service quality,
3. best in-service experience,

15. Other advantage: which help in
CRM
4.best service delivery,
5.best service advisor experience,
6. most user-friendly service and
7.best service initiation experience.
92% of Maruti Suzuki owners feel that work gets done right
the first time during service. The J.D. Power CSI study also
reveals that 97% of Maruti Suzuki owners would probably
recommend the same make of vehicle, while 90% owners
would probably repurchase the same make of vehicle.

16. Other advantage: which help in
CRM
 One Stop Shop
At Maruti Suzuki, customers will find all car related needs met
under one roof. Whether it is easy finance, insurance, fleet
management services, exchange- Maruti Suzuki is set to provide a
single-window solution for all car related needs.
 The Low Cost Maintenance Advant
The acquisition cost is unfortunately not the only cost customers
face when buying a car. Not so in the case of a Maruti Suzuki. It is
in the economy segment that the affordability of spares is most
competitive, and it is here where Maruti Suzuki shines.
 Lowest Cost of Ownership
The highest satisfaction ratings with regard to cost of ownership
among all models are all Maruti Suzuki vehicles: Zen, Wagon R,
Esteem, Maruti 800, Alto and Omni.

17. CRM Through Social
Relationship
 In 1999 Launch of Maruti - Suzuki innovative traffic beat in
Delhi and Chennai as social initiatives.
 Maruti Driving School-Available in all major cities. Lady
trainer for lady customer.
 Institute of Driving Training and Research.

18. STATIONS OF EXPERIENCE
Station 1 Station 2 Station 3 Station
AFTER SALES
ENQUIRY BOOKING DELIVERY SERVICE
Positive/Negative Positive/Negative Positive/Negative Positive/Negative
Water Full technical tests
Water Juice Pre Advance -
Water/ Cold Drink Tea & Biscuit Booking
Snacks Launch
Professional Tea & Biscuit
Friendly Friendly
Flowers
Chocolates
Ganesh Ji
Reminder Call