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10/5/2014 1
Content 
Company Profile 
Evolution of Maruti 
Market Share 
STP 
4 P’s 
SWOT Analysis 
1 
2 
3 
4 
5 
6 
7 
Sales Volume And Profit
Company Profile 
• Maruti Udyog Limited (MUL) was 
established in Feb 1981 through an Act 
of Parliament 
• Joint Venture agreement signed with the 
Suzuki Motor Company of Japan in Oct 
1983 
• 1992 Suzuki increased its equity to 50% 
turning Maruti into a non-government 
organization. 
• Maruti is the 3rd highest volume car 
manufacturer in Asia 
10/5/2014 Group No.5 (Omega) 3
Evolution Of Maruti 
10/5/2014 Group No.5 (Omega) 4
Sales Volume 
0 200 400 600 800 1000 1200 
2004-2005 
2005-2006 
2006-2007 
2007-2008 
2008-2009 
2009-2010 
2010-2011 
2011-2012 
Export 
Domestic 
(000) Units 
Source- www.marutisuzuki.com 
10/5/2014 Group No.5 (Omega) 5
Financial Position 
2011-12 2010-11 % change 
Net Sales Rs. 347,059 Mn Rs. 358,490 Mn Down by 3.2% 
Net Profit Rs. 16,351 Mn Rs. 22,887 Mn 
Down by 
28.6% 
Total Volume 1,133,695 nos 1,271,005 nos 
Down by 
10.8% 
Domestic 1,006,316 nos 1,132,739 nos 
Down by 
11.2% 
Exports 127,379 nos 138,266 nos Down by 7.9% 
10/5/2014 Group No.5 (Omega) 6
Market Share 
By Volume 
48.75% 
4% 
4.25% 
20% 
5% 
5% 
8% 
3% 
2% 
MARUTI INDIA LTD 
HYUNDAI 
TATA MOTORS 
HONDA 
TOYOTA 
FORD 
GENERAL MOTORS 
VOLKSWAGEN 
OTHERS 
Source: Company data, Macquarie Research, April 2012 
10/5/2014 Group No.5 (Omega) 7
Market Share In Export 
10/5/2014 Group No.5 (Omega) 8
Financial Results(Rs 
Millions ) 
2010-11 2009-10 
Gross total income 375,224 301,232 
Profit before tax 31,088 35,925 
Tax expense 8,202 10,949 
Profit after tax 22,886 24,976 
Balance brought forward 100,499 80,042 
Profit available for appropriation 123,385 105,018 
Appropriations: 
General reserve 2,289 2,498 
Proposed dividend 2,167 1,733 
Corporate dividend tax 351 288 
Balance carried forward to balance sheet 118,578 100,499 
10/5/2014 GROUP NO.5(DELTA) 
9
Competitors 
10/5/2014 Group No.5 (Omega) 10
Closest Competitor 
10/5/2014 Group No.5 (Omega) 11
Company Profile 
NAME HYUNDAI MOTORS 
INDIA LIMITED 
TYPE PUBLIC 
INDUSTRY AUTOMOTIVE 
FOUNDED 1946 
HEADQUARTERS NEW DELHI 
PRODUCTS AUTOMOBILES 
REVENUE RS60,661CRORE,(US$11.09 
billion) 
NET INCOME RS3,481CRORE(US$644.32 
MIL) 
 EMPLOYEES 5930(2011) 
10/5/2014 Group No.5 (Omega) 12
10/5/2014 Group No.5 (Omega) 13
Segmentation 
 Demographic (Income Wise) 
Entry Level(2.5-5) lakhs 
Maruti Hyundai 
Alto 800 Eon 
Alto K10 Santro 
Zen Estilo i-10 
Wagon-R 
10/5/2014 Group No.5 (Omega) 14
Segmentation 
Mid Segment(5-10) 
Maruti Hyundai 
Swift i-20 
Swift Desire Verna 
SX-4 
Ertiga 
Premium Segment(10-25) 
Grand Vitara Santa Fe 
Kizashi Elantra 
Sonata 
10/5/2014 Group No.5 (Omega) 15
Targeting 
Middle 
Class 
Middle 
Class 
10/5/2014 Group No.5 (Omega) 16
Positioning 
Car of India 
Value for 
Money 
Low 
Maintenance 
Cost 
Car of 
young 
generation 
Innovative 
Products 
Largest 
car 
exporter 
10/5/2014 Group No.5 (Omega) 17
Marketing Mix 
10/5/2014 Group No.5 (Omega) 18
Product Portfolio 
10/5/2014 Group No.5 (Omega) 19
Product Portfolio 
10/5/2014 Group No.5 (Omega) 20
Eon v/s Alto 800 
10/5/2014 Group No.5 (Omega) 21
i-10 v/s wagon-R 
10/5/2014 Group No.5 (Omega) 22
i-20 v/s Swift 
10/5/2014 Group No.5 (Omega) 23
Verna v/s SX4 
10/5/2014 Group No.5 (Omega) 24
Santa Fe v/s Grand Vitara 
10/5/2014 Group No.5 (Omega) 25
Price 
• Maruti Suzuki 
• The lowest price car is Alto 
• The highest price car is Grand Vitara 
with Rs . 2363840 
• Hyundai 
• The lowest price car is Eon with Rs.278910. 
• The highest price car is Santa Fe with 
Rs. 2269561.
Maruti Suzuki Price Hyundai Price 
Low High Low High 
Maruti Suzuki Alto 800 250148 363815 Hyundai Eon 278910 382362 
Maruti Suzuki Zen 
Estilo 
352077 442235 Hyundai 
Santro Xing 
293956 408200 
Maruti Suzuki Wagon 
R 1.0 
362077 449525 Hyundai i10 374214 623897 
Maruti Suzuki A-Star 387513 470399 Hyundai i20 482412 789733 
Maruti Suzuki Ritz 434425 643898 Hyundai 
Accent 
523603 562840 
Maruti Suzuki Swift 460874 698534 Hyundai Verna 723517 1146308 
Maruti Suzuki Swift 
DZire 
505790 756813 Hyundai New 
Elantra 
1273088 1612272 
Maruti Suzuki Ertiga 612735 890533 Hyundai 
Sonata 
1885525 2096638 
Maruti Suzuki SX4 737119 968917 Hyundai Santa 
Fe 
2269561 2576740 
Maruti Suzuki Kizashi 1697517 1799330
Place 
10/5/2014 Group No.5 (Omega) 28
Place (Maruti) 
1100 
801 
409 
1305 
1653 
2958 
1408 
0 1000 2000 3000 4000 
CITIES COVERED BY SERVICE NETWORK 
TOTAL SERVICE POINTS 
MASS'S 
DEALER'S WORKSHOPS 
MARUTI TRUE VALUE OUTLETS 
CITIES COVERED BY SALES NETWORK 
TOTAL SALES NETWORK 
10/5/2014 Group No.5 (Omega) 29
Place (Hyundai) 
DEALERSHIP 451 
0 100 200 300 400 500 600 700 
SERVICE CENTER 
CITIES COVERED 
647 
340 
10/5/2014 Group No.5 (Omega) 30
10/5/2014 Group No.5 (Omega) 31
Promotion 
(Maruti) 
• Advertising 
- Tv ads- “Ghar Aa Gaya Hindustan” 
- Print ads 
- Radio Ads 
• Trade shows 
• Premiums (gifts) 
• Place Advertising – Bill boards 
• TV shows - India’s Got talent 
• Motor Sports- Reid De Himalaya 
• Brand Ambassador R.Madhvan 
10/5/2014 Group No.5 (Omega) 32
Promotion 
10/5/2014 Group No.5 (Omega) 33
Social Network Promotion 
10/5/2014 Group No.5 (Omega) 34
Brand Ambassador 
10/5/2014 Group No.5 (Omega) 35
Advertisement 
• ..DesktopmarutiTV Commercials for Maruti Suzuki - Branded Cars - Brands.flv 
10/5/2014 Group No.5 (Omega) 36
Promotion (Hyundai) 
• Advertising 
- Tv ads- New Thinking New Possibilities 
- Print ads 
- Radio Ads 
• Place Advertising – Bill boards 
• Official Sponsor Of ICC T-20 World Cup 
2012 
• Brand Ambassador Shahrukh Khan 
10/5/2014 Group No.5 (Omega) 37
Promotion 
10/5/2014 Group No.5 (Omega) 38
Social Network Promotion 
10/5/2014 Group No.5 (Omega) 39
Brand Ambassador 
10/5/2014 Group No.5 (Omega) 40
Advertisement 
• ..Desktopmarutivideoplayback.FLV 
10/5/2014 Group No.5 (Omega) 41
SWOT 
10/5/2014 Group No.5 (Omega) 42
Strengths 
Maruti Suzuki Hyundai 
1 
2 
Brand loyality & Brand Image 
3 
4 
5 
6 
1 
2 
3 
4 
5 
6 
Reliablity. 
Experience in Indian market. 
Established distribution & after 
sales networks 
Diversified market 
Initiator in second hand 
vehicle sales through its True-value 
entity 
New Innovative design and 
technology 
Established name in Premium 
segment 
Brand Equity 
Largest exporter of car in Asia 
Quality products 
Strong financial position
Weakness 
Maruti Suzuki Hyundai 
1 
2 
Low quality interiors when 
compare other major players 
3 
4 
5 
1 
2 
3 
4 
5 
Maruti hasn’t proved itself in 
SUV Segment like others 
Still considered as lower 
segment brand 
Depend only on their 
successful products 
Long waiting period 
Costly maintainance 
Prices are slightly higher then 
competitors 
No presence in Utility vehicle 
(like Omni, Eeco) 
Not successful in SUV 
segment 
Quality products
Opportunity 
Maruti Suzuki Hyundai 
1 
2 
Fast growing automobile 
industry 
3 
4 
5 
1 
2 
3 
4 
5 
Increase in Potential Income 
of People 
Change in the lifestyle of 
people 
Developing hybrid cars for 
future. 
Opportunity to enter 
commercial vehicle 
Tapping emerging markets 
across the world. 
People preferring more 
innovative and new design 
Opportunity to enter 
commercial vehicle market 
Fast growing automobile 
industry 
Developing hybrid cars for 
future.
Threats 
Maruti Suzuki Hyundai 
1 
2 
Labour Union Issues 
3 
4 
1 
2 
3 
4 
Increasing fuel prices 
China entering Indian 
Automobile market. 
More Competition from 
foreign players 
More Competition from 
foreign players 
Government policies for 
automobile sector 
Government focusing more on 
Public transport 
China entering Indian 
Automobile market.
Conclusion 
• Still possessing the largest market share 
in terms of sale units, Maruti’s growth 
rate is declining day by day 
• It has to work a lot to stand on the top 
position and create a name in premium 
segment
References 
1. Principles of Marketing (Kotler.Philip, Armstrong Gary). 
2. Marketing Management AND case studies (ICMR publication). 
3. The TIMES OF INDIA (Internet editions and New Delhi 
Edition-11.06.07) 
4. www.surfindia.commarketingstartgiesautomobileindustries.ht 
ml 
5. www.goi.govdisinvestments.pdf 
10/5/2014 Group No.5 (Omega) 48
Marketing of Maruti Suzuki

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Marketing of Maruti Suzuki

  • 2. Content Company Profile Evolution of Maruti Market Share STP 4 P’s SWOT Analysis 1 2 3 4 5 6 7 Sales Volume And Profit
  • 3. Company Profile • Maruti Udyog Limited (MUL) was established in Feb 1981 through an Act of Parliament • Joint Venture agreement signed with the Suzuki Motor Company of Japan in Oct 1983 • 1992 Suzuki increased its equity to 50% turning Maruti into a non-government organization. • Maruti is the 3rd highest volume car manufacturer in Asia 10/5/2014 Group No.5 (Omega) 3
  • 4. Evolution Of Maruti 10/5/2014 Group No.5 (Omega) 4
  • 5. Sales Volume 0 200 400 600 800 1000 1200 2004-2005 2005-2006 2006-2007 2007-2008 2008-2009 2009-2010 2010-2011 2011-2012 Export Domestic (000) Units Source- www.marutisuzuki.com 10/5/2014 Group No.5 (Omega) 5
  • 6. Financial Position 2011-12 2010-11 % change Net Sales Rs. 347,059 Mn Rs. 358,490 Mn Down by 3.2% Net Profit Rs. 16,351 Mn Rs. 22,887 Mn Down by 28.6% Total Volume 1,133,695 nos 1,271,005 nos Down by 10.8% Domestic 1,006,316 nos 1,132,739 nos Down by 11.2% Exports 127,379 nos 138,266 nos Down by 7.9% 10/5/2014 Group No.5 (Omega) 6
  • 7. Market Share By Volume 48.75% 4% 4.25% 20% 5% 5% 8% 3% 2% MARUTI INDIA LTD HYUNDAI TATA MOTORS HONDA TOYOTA FORD GENERAL MOTORS VOLKSWAGEN OTHERS Source: Company data, Macquarie Research, April 2012 10/5/2014 Group No.5 (Omega) 7
  • 8. Market Share In Export 10/5/2014 Group No.5 (Omega) 8
  • 9. Financial Results(Rs Millions ) 2010-11 2009-10 Gross total income 375,224 301,232 Profit before tax 31,088 35,925 Tax expense 8,202 10,949 Profit after tax 22,886 24,976 Balance brought forward 100,499 80,042 Profit available for appropriation 123,385 105,018 Appropriations: General reserve 2,289 2,498 Proposed dividend 2,167 1,733 Corporate dividend tax 351 288 Balance carried forward to balance sheet 118,578 100,499 10/5/2014 GROUP NO.5(DELTA) 9
  • 10. Competitors 10/5/2014 Group No.5 (Omega) 10
  • 11. Closest Competitor 10/5/2014 Group No.5 (Omega) 11
  • 12. Company Profile NAME HYUNDAI MOTORS INDIA LIMITED TYPE PUBLIC INDUSTRY AUTOMOTIVE FOUNDED 1946 HEADQUARTERS NEW DELHI PRODUCTS AUTOMOBILES REVENUE RS60,661CRORE,(US$11.09 billion) NET INCOME RS3,481CRORE(US$644.32 MIL)  EMPLOYEES 5930(2011) 10/5/2014 Group No.5 (Omega) 12
  • 13. 10/5/2014 Group No.5 (Omega) 13
  • 14. Segmentation  Demographic (Income Wise) Entry Level(2.5-5) lakhs Maruti Hyundai Alto 800 Eon Alto K10 Santro Zen Estilo i-10 Wagon-R 10/5/2014 Group No.5 (Omega) 14
  • 15. Segmentation Mid Segment(5-10) Maruti Hyundai Swift i-20 Swift Desire Verna SX-4 Ertiga Premium Segment(10-25) Grand Vitara Santa Fe Kizashi Elantra Sonata 10/5/2014 Group No.5 (Omega) 15
  • 16. Targeting Middle Class Middle Class 10/5/2014 Group No.5 (Omega) 16
  • 17. Positioning Car of India Value for Money Low Maintenance Cost Car of young generation Innovative Products Largest car exporter 10/5/2014 Group No.5 (Omega) 17
  • 18. Marketing Mix 10/5/2014 Group No.5 (Omega) 18
  • 19. Product Portfolio 10/5/2014 Group No.5 (Omega) 19
  • 20. Product Portfolio 10/5/2014 Group No.5 (Omega) 20
  • 21. Eon v/s Alto 800 10/5/2014 Group No.5 (Omega) 21
  • 22. i-10 v/s wagon-R 10/5/2014 Group No.5 (Omega) 22
  • 23. i-20 v/s Swift 10/5/2014 Group No.5 (Omega) 23
  • 24. Verna v/s SX4 10/5/2014 Group No.5 (Omega) 24
  • 25. Santa Fe v/s Grand Vitara 10/5/2014 Group No.5 (Omega) 25
  • 26. Price • Maruti Suzuki • The lowest price car is Alto • The highest price car is Grand Vitara with Rs . 2363840 • Hyundai • The lowest price car is Eon with Rs.278910. • The highest price car is Santa Fe with Rs. 2269561.
  • 27. Maruti Suzuki Price Hyundai Price Low High Low High Maruti Suzuki Alto 800 250148 363815 Hyundai Eon 278910 382362 Maruti Suzuki Zen Estilo 352077 442235 Hyundai Santro Xing 293956 408200 Maruti Suzuki Wagon R 1.0 362077 449525 Hyundai i10 374214 623897 Maruti Suzuki A-Star 387513 470399 Hyundai i20 482412 789733 Maruti Suzuki Ritz 434425 643898 Hyundai Accent 523603 562840 Maruti Suzuki Swift 460874 698534 Hyundai Verna 723517 1146308 Maruti Suzuki Swift DZire 505790 756813 Hyundai New Elantra 1273088 1612272 Maruti Suzuki Ertiga 612735 890533 Hyundai Sonata 1885525 2096638 Maruti Suzuki SX4 737119 968917 Hyundai Santa Fe 2269561 2576740 Maruti Suzuki Kizashi 1697517 1799330
  • 28. Place 10/5/2014 Group No.5 (Omega) 28
  • 29. Place (Maruti) 1100 801 409 1305 1653 2958 1408 0 1000 2000 3000 4000 CITIES COVERED BY SERVICE NETWORK TOTAL SERVICE POINTS MASS'S DEALER'S WORKSHOPS MARUTI TRUE VALUE OUTLETS CITIES COVERED BY SALES NETWORK TOTAL SALES NETWORK 10/5/2014 Group No.5 (Omega) 29
  • 30. Place (Hyundai) DEALERSHIP 451 0 100 200 300 400 500 600 700 SERVICE CENTER CITIES COVERED 647 340 10/5/2014 Group No.5 (Omega) 30
  • 31. 10/5/2014 Group No.5 (Omega) 31
  • 32. Promotion (Maruti) • Advertising - Tv ads- “Ghar Aa Gaya Hindustan” - Print ads - Radio Ads • Trade shows • Premiums (gifts) • Place Advertising – Bill boards • TV shows - India’s Got talent • Motor Sports- Reid De Himalaya • Brand Ambassador R.Madhvan 10/5/2014 Group No.5 (Omega) 32
  • 33. Promotion 10/5/2014 Group No.5 (Omega) 33
  • 34. Social Network Promotion 10/5/2014 Group No.5 (Omega) 34
  • 35. Brand Ambassador 10/5/2014 Group No.5 (Omega) 35
  • 36. Advertisement • ..DesktopmarutiTV Commercials for Maruti Suzuki - Branded Cars - Brands.flv 10/5/2014 Group No.5 (Omega) 36
  • 37. Promotion (Hyundai) • Advertising - Tv ads- New Thinking New Possibilities - Print ads - Radio Ads • Place Advertising – Bill boards • Official Sponsor Of ICC T-20 World Cup 2012 • Brand Ambassador Shahrukh Khan 10/5/2014 Group No.5 (Omega) 37
  • 38. Promotion 10/5/2014 Group No.5 (Omega) 38
  • 39. Social Network Promotion 10/5/2014 Group No.5 (Omega) 39
  • 40. Brand Ambassador 10/5/2014 Group No.5 (Omega) 40
  • 41. Advertisement • ..Desktopmarutivideoplayback.FLV 10/5/2014 Group No.5 (Omega) 41
  • 42. SWOT 10/5/2014 Group No.5 (Omega) 42
  • 43. Strengths Maruti Suzuki Hyundai 1 2 Brand loyality & Brand Image 3 4 5 6 1 2 3 4 5 6 Reliablity. Experience in Indian market. Established distribution & after sales networks Diversified market Initiator in second hand vehicle sales through its True-value entity New Innovative design and technology Established name in Premium segment Brand Equity Largest exporter of car in Asia Quality products Strong financial position
  • 44. Weakness Maruti Suzuki Hyundai 1 2 Low quality interiors when compare other major players 3 4 5 1 2 3 4 5 Maruti hasn’t proved itself in SUV Segment like others Still considered as lower segment brand Depend only on their successful products Long waiting period Costly maintainance Prices are slightly higher then competitors No presence in Utility vehicle (like Omni, Eeco) Not successful in SUV segment Quality products
  • 45. Opportunity Maruti Suzuki Hyundai 1 2 Fast growing automobile industry 3 4 5 1 2 3 4 5 Increase in Potential Income of People Change in the lifestyle of people Developing hybrid cars for future. Opportunity to enter commercial vehicle Tapping emerging markets across the world. People preferring more innovative and new design Opportunity to enter commercial vehicle market Fast growing automobile industry Developing hybrid cars for future.
  • 46. Threats Maruti Suzuki Hyundai 1 2 Labour Union Issues 3 4 1 2 3 4 Increasing fuel prices China entering Indian Automobile market. More Competition from foreign players More Competition from foreign players Government policies for automobile sector Government focusing more on Public transport China entering Indian Automobile market.
  • 47. Conclusion • Still possessing the largest market share in terms of sale units, Maruti’s growth rate is declining day by day • It has to work a lot to stand on the top position and create a name in premium segment
  • 48. References 1. Principles of Marketing (Kotler.Philip, Armstrong Gary). 2. Marketing Management AND case studies (ICMR publication). 3. The TIMES OF INDIA (Internet editions and New Delhi Edition-11.06.07) 4. www.surfindia.commarketingstartgiesautomobileindustries.ht ml 5. www.goi.govdisinvestments.pdf 10/5/2014 Group No.5 (Omega) 48