Maruti STP And Marketing Mix

1. ADWAIT DE
A91801920032
MBA -1,2020

2. Maruti Suzuki India Limited, formerly known
as Maruti Udyog Limited, is an Indian automobile
manufacturer headquartered in New Delhi It is
a subsidiary of the
Japanese automotive manufacturer Suzuki Motor
Corporation. As of July 2018, it had a market share
of 53% in the Indian passenger car market. Its
Chairman is Mr. R. C. Bhargava and MD & CEO is Mr.
Kenichi Ayukawa. Maruti Udyog Limited(MUL) was
established in February 1981, though the actual
production commenced in 1983 with the “Maruti 700”
which is 100% Indian made and then the second
model was ‘ Maruti 800 DX ‘ which was based on the
‘ Suzuki SS80 ‘ imported from Japan car

3. Marketing Mix of Maruti Suzuki analyses the
brand/company which covers 4Ps (Product, Price, Place,
Promotion) and explains the Maruti Suzuki marketing
strategy. As of 2020, there are several marketing strategies
like product/service innovation, marketing investment,
customer experience etc. which have helped the brand
grow. Marketing strategy helps companies achieve
business goals & objectives, and marketing mix (4Ps) is
the widely used framework to define the strategies.

4. Maruti Suzuki India has a diverse product portfolio and is
present in such categories of cars as hatchback, supermini,
SUV, sedan and van. Maruti Suzuki India Limited
have 53% market share in the Indian market. All
the products of Maruti Suzuki India Limited are
made keeping the common man in mind. Means
the product quality is suited for the every
segments of the population either it is urban or
rural.

6. One of the key drivers of volumes of sale for Maruti Suzuki
has been its ‘value for money’ strategy. This comes from its
low-cost learning from years of engineering in India. By
providing light weight yet safe cars, Maruti is able to cut
down on costs and price its cars competitively, in some cases
undercutting the competition by 7-10 percent. Maruti’s low
cost of ownership, affordable spares, long service intervals
ensure that the pricing strategy of Maruti is implemented not
just at the time of sale but also after the car has been bought.
This gives Maruti an edge and makes it such a popular car
company. Thus, the pricing strategy in the marketing mix of
Maruti Suzuki is dependent upon the competitors, market
dynamics and the segment catered to.

7. Maruti Suzuki India Limited has three
manufacturing units in India and having combined
production capacity of 17, 62,000 Vehicles
annually. It has strong dealer network across India
and has largest distribution and after sales service.
As far as the place mix of MSIL is concern, MSIL has
1,820 sales outlets across 1,471 cities in India but
the company aims to increase it to 4,000 outlets by
2020. MSIL has 3,145 service stations across 1,506
cities throughout India and aims to touch 5,000
service stations by 2020. Maruti’s dealership
network is larger than Hyundai, Mahindra, Honda,
Tata, Toyota and Ford combined. MSIL has 1,280
showrooms across 453 cities in India. MSIL

8. The MSIL uses all types of media to promote its products.
The main focus is on the road safety measures. The promotion
mix consist of four major tools - - Advertisement - Publicity -
Personal Selling - Sales Promotion Advertisements are telecast
in the visual media and the print media such as Television,
radio, newspaper, magazine, road shows, seminars and
workshops. Publicity had played a vital role in the success of
Maruti Suzuki India Limited. The company has used publicity
tools –
- News
- Speeches
- Events
- Written Material
- Audio – Visual Materials

9. MSIL
NEXA
MARUTI
SUZUKI ARENA

10. SEGMENTATION
GEOGRAPHICAL
DEMOGRAPHIC
PSHYCOGHRAPHIC
BEHAVIORAL

11. Country wise reach.
For Urban and Semi Urban areas.
For every life cycle but above age of 18 years.

12. Income base segmentation
Low Medium High
2-5 lakh 5-8 lakh 8 lakh and above
Alto 800 Swift Ciaz
K10 Desire Ertiga
Celerio Baleno S-cross

13. It focuses middle class people.
Company also has sports-oriented cars.

14. Benefit Sought
Road Warriors
Generation
s
Price
Shoppers
Ciaz Swift Alto-800

15. Usage
Rate/Frequency
Heavy Product
Use
Medium Product
Use
Low Product
Use
Diesel
Petrol/Diese
l Petrol

16.  Maruti Targets on basis of income groups of our
country.
Size of Target segment
Potential growth
Sustainability
Potential Completion
Maruti Suzuki operates three dealership brands –
Nexa for premium cars, Arena for mass market
vehicles and True Value for used cars – with the
target audience for each having very different
profiles in terms of income and what they need
from a sales outlet.

17. The channels are fronted
by different high-profile
actors whose image and
qualities are thought to
reflect those Maruti wants
to promote for each: thus
Ranveer Sigh brings an
urbane worldliness to
Nexa, Varun Dhawan an
air of friendly
inclusiveness to Arena ,
while Rajkumar Rao, the
Standard noted, is “a
natural fit for the used car
business where the
company wants to project

18. Maruti Suzuki 42%
Hundai Motors 15%
Mahindra & Mahindra
10%
TataMotors 8%
Others 25%

19. Basis Swift Grand-
i10
Price 5.19akh 5.87lakh
Mileage
25.2kmpl(Diesel)/20.4km
pl(Petrol)
24kmpl(Diesel)/18.9(Petr
ol)
Engine
1248cc(Diesel)/1197cc(Pe
trol)
1197cc(Diesel)/1120cc(Pe
trol)

20. • https://www.marketing91.com
• https://www.mbaskool.com
• http://docshare04.docshare.tips
• https://www.marutisuzuki.com
• https://en.wikipedia.org/wiki/Maruti_Suzuki
• https://www.scribd.com