1. MARKET STRATEGY
OF
SWIFT
GEETA INSTITUTION MANAGEMENT & TECHNOLOGY
KANIPLA, KURUKSHETRA

2. PRESENTED BY:-
Sandeep
thakur
MBA 1st yr
3611815

3. MARUTI SUZUKI
INTRODUCTION
Maruti Udyog Limited (MUL) : established in
February 1981, though the actual production commenced
in 1983 with the Maruti 800, based on Suzuki alto kei
Maruti Suzuki India Limited (MSIL, formerly know as
Maruti Udyog Limited) is a subsidiary of Suzuki Motor
Corporation, Japan. MSIL has been the leader of the
Indian car market for over two and a half decades. The
company has two manufacturing facilities located at
Gurgaon and Manesar, south of New Delhi, India. Both
the facilities have a combined capability to produce over
a 1.2 million (1,200,000) vehicles annually.The company
offers a wide range of cars across different segments. It
offers 15 brands and over 150 variants.Maruti Suzuki has
employee strength over 8,500

4. PRODUCTS

5. MARUTI SUZUKI SWIFT
ABOUT SWIFT - In 2004 Maruti Suzuki
launched its new car copy “ Maruti Suzuki
Swift ”. Swift is a hatchback model of Maruti
Suzuki, which is a of an American Model Car
with more boot space. Earlier Maruti was
using FIAT engine in its car but now Maruti
has launched its own manufactured K-series
engine. In swift its using 1.2L K-series engine
which is running successfully. Swift is
Specification ENGINE – Capacity - 1,298cc
(diesel) 1,197cc (petrol) Number of Cylinders
- 4 (16valve) Maximum Power - 75ps @
4,000rpm Maximum Torque - 190 Nm @
2,000rpm Fuel Tank Capacity - 43 litres
Available in Petrol and Diesel variants

6. FEATURES
 Air Conditioner, Power Doors Locks, Body Color
Bumper, Rear Defogger, Electrically-adjustable
Outside Mirrors, Tubeless Tyres, Cube Holder,
Leather-wrapped Steering & Gear Knob, Tinted
Window Glass, Power Window, Power Steering, Roof
Antenna, and Wheel Covers

7. MARUTI SWIFT COLORS
Midnight Black
Arctic White
Silky Silver
Blazing Red
Torque Blue
Glistening Grey

8. FUEL ECONOMY
 Gives a mileage of around 14 km/Ltr in City
 18 km/Ltr on Highways

9. MARUTI SWIFT
INTERIORS
 The centrally-located instrumentation display includes a
tachometer, speedometer and digital odometer, as well as
a clearly visible digital clock.
 The climate control system has an easily-operable large
circular dial
 The material and textures used for the dashboard and car
interior are of good quality
 driving posture is excellent as the driver’s seat has a
height adjuster and a slide range that ensures driving
comfort

10. MARUTI SWIFT
EXTERIORS
 compact dimensions allow it to squeeze into crowded parking
 bigger and better looking head lamps
 peeled back tail lamps
 round shaped fog lights
 centre console with dash integrated music system
 New design for wheel covers/15" alloy wheels for top variants
 New front and rear bumpers and New front grille
 Automatic climate control system
 Turn indicators integrated into outside rear-view mirrors

11. MARUTI SWIFT RIDE
AND HANDLING
 Maruti Swift comes with both petrol and diesel variants
 dynamic braking system
 offers safe drive
 better stability and driving.
 comfort

12. MARKETING STRATEGY
OF SWIFT
 Maruti's strategy to launch the new model, even as sales of the
older Swift were steady, is because competition in the segment
is now hotter than ever before. The new Swift was launched
first in Hungary last year. In the last few years, new models,
such as the Nissan Micra, the Polo, the Fabia, the Toyota Etios
Liva and the i20 have given the Indian customer a plethora of
choices.
 To retain its following, the new Swift promises to improve on
the outgoing model by offering more value through higher
features, increased mileage, a new design, more space and an
all round improvement in quality. Meanwhile, it will play on
advantages such as the lower cost of ownership of Maruti
products, the brand goodwill and its huge sales and service
network.
Cont.

13. MARKETING MIX
 Product Features:- The all-new Maruti Suzuki Swift is
fully loaded with a range of exciting new features with
European Styling, Japanese Engineering, Dream-Like
Handling. In new Swift DDiS engine is used for Diesel
variant and K-Series engine is used for petrol variant , that
delivers completely new levels of power , refinement,
response and fuel efficiency. DDiS is the superior
Common Rail Direct Injection Technology that powers
Maruti Swift Diesel. These engines are manufactured
indigenously at the new state-of-the-art plant at Maneswar,
Haryana. The Swift is more eye-catching, more spacious,
more refined, more user-friendly, and a whole lot more
enjoyable to drive than anything else in the compact-car
category.

14. MARKETING MIX
 Price: Maruti Suzuki is expected to take Hyundai heads
on with the pricing of their Maruti Suzuki Swift car.
Maruti Suzuki has introduced its three new models. These
are :- 1. Swift Ldi 2. Swift VDi 3. Swift Vdi ABS 4. Swift
Lxi 5. Swift Vxi 6. Swift Vxi ABS 7. Swift Zxi The price
range of these Maruti Suzuki Swift Diesel variant models
starts from 4,85,000 to 5,50,000 approx. And price of
petrol model starts from 4,05,341 to 4,83,079

15. MARKETING MIX
 Place:- Maruti Suzuki India Limited has been playing a
major role in the upgradation of the Indian Automobile
Sector. It has a number of production plants in India and
one of them is the Gurgaon plant which was the first plant
of the company. It has 3 separate manufacturing sections
covering an area of 297 acres, producing nearly 350,000
cars per annum. The company has started a new plant at
Maneswar which is supposed to produce 100,000 cars on a
yearly basis and is expected to increase its production to
300,000 cars soon. 600 New car sales outlets covering 393
cities. 2628 Maruti Authorized Service Stations , covering
1220 cities. Tie up with Adani group for exporting 200,000
units through Mnudra port Gujarat.

16. MARKETING MIX
 Promotion:- Advertising:- TV Ads Print Ads Radio Ads
Alternative Advertising Options:- TV shows- India’s Got
talent. Sponsorships. Place Advertising – Bill boards.
 Sales Promotions:- Product warranties. Premiums
(gifts). Trade shows. 2,628The number of workshops that
provide customers with maintenance support in 1220
cities.

17. PRICING STRATEGIES
 Pricing Objective:- The existing pricing objective of
Maruti Suzuki Swift is to capture the market share. In
order to increase its market share Maruti Suzuki focused
its promotions strategy on middle income group people.
Pricing strategy:- Maruti Suzuki pricing strategy makes
more option available to a customers, which helps the
customers to have an option within their budget or
around their budget. The range of Maruti Suzuki Swift
starts from Rs. 400,000 to 600,000 lakhs approx.

18. POSITIONING
 POSITIONING Competing with the other cars of Maruti,
Maruti Swift is gradually making its position in the world
of hatchback car. Most fuel efficient car:- In new Swift
Diesel and Petrol variant DDiS and K-Series engine is
used that delivers completely new levels of power ,
refinement, response and fuel efficiency. Environment
friendly:- The combination of a 16 valve cylinder head
and a 5 Step Multi Injection System gives efficient
combustion leading to cleaner emissions. Lowest
maintenance cost :- It is the only engine with a Chain
Drive Timing System, which is maintenance-free for the
entire life of the engine. Trust worthy car .

19. MODELS OF SWIFT
 MODELS OF SWIFT SWIFT Ldi Rs 4,90,162 -
Power windows, with AC, Metallic. SWIFT Vdi
Rs 5,26,661 - Power windows, with AC, Metallic,
in-buit stereo with bluetooth. SWIFT Vdi (ABS)
Rs 5,45,276 - Power windows, with AC, Metallic
and ABS.

20. MARUTI SWIFT VS HYUNDAI I10
 Better mileage
 Height adjustable Driver Seats
 Climate Control
 Power Door Locks
 Collapsible Steering
 Power Telescopic Roof Antenna
 Front Fog Lamps
 Body Color Bumper
 Fuel Tank Capacity (Litres)43 for Swift and 35 for i10

21. MARUTI SWIFT VS FORD
FIGO
 Cheaper
 Better look
 Rear Fog Lamps
 Power Telescopic Roof Antenna
 Collapsible Steering

22. MARUTI SWIFT VS NISSAN
MICRA
 Better engine
 Swift got the maximum speed of 167 kmh and Micra is
having 153 kmph
 Fuel Tank Capacity (Litres)43 41
 Rain-sensing Front Wipers

23. MARUTI SWIFT VS
VOLKSWAGEN POLO
• Cheaper
• better mileage
• Front Fog Lamps
• Rear Fog Lamps
• Power Telescopic
• Roof Antenna

24. SO WHY MARUTI
SUZUKI…????
 No. 1 in Customer Satisfaction.
 Wider choice in every Segment.
 Largest dealership network in India.
 Largest Service Network.
 2628 listed Authorized service stations
 30 Express Service Stations on 30 highways across
India.
 Fuel Efficient.
 Parts Easily Available.
 Highest resale value & Low Maintenance Cost