1. Brand Audit
Group 2
Sec-A
School of Management

3. Company Profile
A renowned automobile manufacturer of India
 started in 1982
 company which rolls out 40,000 cars every year
 Maruti Suzuki 800 being the first model launched
1.5 million family cars is what they have achieved
Every time you head out in a road you can see a Maruti Suzuki cars
Gurgaon, Haryana

4.  12500 strong human resource
Dedicated and passionate professionals that turned out
14 cars with over 150 variants.
Nation wide presence in around 1454 cities and towns and a sales
network that spreads across 1097 cities
 The leadership of R.C. Bhargava and CEO being Keincih Ayukawa is
guiding the success of Maruti Suzuki

5. BRAND MEANING
Brand is a mixture of functional and emotional association
It builds expectation among their customers about their product
Very difficult task
Important for creating profit, as it influences buying decision making process
Greater the awareness of the brand, higher will be their sales potential

6. Maruti Suzuki has worked a lot in order to create a unique, strong and reputable brand image
They followed effective multi segmentation strategy
Before launching their product, they do extensive research about the needs of their customers
Try to understand various customer’s phycology and demography
Advertising has been one of their main aspects of brand building.
Strategy was to promote their cars and building up corporate image
Advertising campaigns include radio, TVC’S and point of sale, print ads, mobile promotions, outdoor
promotions, online marketing
Advertisements focused on various aspects of cars like space, looks, fuel efficiency etc.

7. Few of the brands of Maruti Suzuki
1. Maruti 800
2. Omni
3. Alto
4. Wagon R
5. A-Star

8. BRAND PERFORMANCE
More than half of the number of cars have been sold in India carry Maruti Suzuki badge
Subsidiary for Suzuki Motor Corporation Japan
Offer many ranges of cars from entry level Maruti 800 & Alto to stylish hatchback Ritz, A star, Swift, Wagon
R, Estillo and sedans DZire, SX4 and Sports Utility vehicle Grand Vitara
Company has sold around 7,5 million vehicles in India and have exported around 500000 units to Europe and
various other countries.
It has first become famous and it still is with their launch of Maruti 800 many years back
Targeted middle income groups, who were their first time car buyers. It was then approx. 2lacs
 Then came the other various hatchback models of Maruti like Zen, Wragon, and Alto etc. also targeted middle
income people.
It was comfort at comparatively lower price, of 4 – 5 lacs
Entered into Sedan’s with a price of 8-9 lacs these Sedans targeted SEC A as well as B

9. BRAND IMAGERY
Maruti Suzuki has taken a lead with their strong performance across the social media channels
and networks
Cyber media is the best Marketing tool
The brand enjoys strong sentiment and high volumes of conversation on auto forums
Due to boom of Cineplex’s and Malls, the success of these celebrities that endorses their band
makes it easier in marketing their product
Farhan Akhtar, R. Madhavan, and Ranveer Singh etc. have been the brand ambassadors of
Maruti

10. BRAND PERSONALITY
Rarely looked like a luxury brand
Been more related with the SEC B rather than A
BRAND JUDGEMENT
Distinguished by other brands as a less maintenance car which has been more successful with middle
class families and youth
Portrayed a user friendly car
Unique strategic marketing, brand positioning and advertising
Success of the company lies in structuring and also restructuring the marketing strategies.

11. BRAND FEELING
Very successful in gaining their customer’s trust, because of their product performance and also unique
advertisements
Wagon R which talks about a car full of ideas
A star advertisement campaign which says stop at nothing. Which portrays a sense of happiness, freedom,
thrill and enjoyment to use their product.
BRAND ELEMENTS
Maruti Suzuki’s competitors are mainly Hyundai Motor Company, TATA MOTORS LIMITED and Ford.

12. BRAND
ELEMENT
Hyundai Motor
Company
TATA MOTORS
LIMITED
Maruti Suzuki India
Limited
Brand Name Hyundai TATA Maruti Suzuki
Logos and
Symbols
Slogan New thinking New
Possibilities
More dreams every
car
Way of Life!
Spokesperson Sharukh Khan Messi Ranveer Singh, R.
Madhavan, Farhan
Akthar

13. BRAND ASSOCIATIONS
Memorability
Maruti Suzuki as a brand has been situated in the country for over three eras which created out a
fascination among the customers through delight. Maruti Suzuki has a vow towards their customers
to create value through innovation, excellence, partnerships, creativeness, openness and learning.
Meaningfulness
The logo of maruti Suzuki which is used to deliver the meaning anticipated and avoid adulteration
or slanting the anticipated image. The logo is used to recognise the organization maruti Suzuki, a
subject of civic attention. This will help the reader to identify the organization and guarantee them
that they reached the right brand

14. Likability
Maruti Suzuki as a brand products are straightforwardly sensibly valued with many alternative
products and the customers can choose according to their budget. Customers believe in Maruti because
it’s a people friendly car, maintaining a Maruti car is as simply as maintaining a bike.
Transferability
The brand later had an issue in transferring the price of the product which later became the favour of
Maruti India. Maruti Suzuki has a plan to use only “S” logo to brand its premium cars which will
follows the lead of most luxury car of the brand like Baleno series.

15. MARKET SUPPORT PROGRAMS:
Authorized service stations
 The major revenue generation for the company is service. Maruti Suzuki service stations are
mainly managed by franchise basis, where they trains the local staff for easy convenience to the
customers.
Maruti insurance
 Maruti insurance was launched in 2002 with the help of national insurance company, Bajaj
Allianz, new India assurance and royal Sundram, Maruti provides vehicles insurance to its customers.

16. Maruti finance
 In order to support its customers in securing loan Maruti had started with the joint ventures Citicorp
Maruti and Maruti countrywide with Citi group and GE countrywide respectively.
Maruti true value
Here the customers can sell or exchange their used Maruti vehicles with the help of its service in
India.
Maruti driving school
Maruti Suzuki launched the Maruti driving school in Delhi as a part of its corporate social
responsibility which was later expanded to all other cities of India.
Accessories
Maruti genuine accessories to offer accessories like alloy wheels, body cover, carpets, door visitors,
fog lamps, stereo lamps and other car care products.

17. PROMOTION
Maruti Suzuki announced its brand ‘S-Cross’ association with international premier tennis
league (IPTL) franchise Micromax Indian aces.

18. Competitive environment
The Indian auto industry has the sixth-largest automobile producer in the world
and grown with an increase of 14.4% from the past decade.
 Passenger vehicles production of India was around 5.1 million
vehicles in 2015 and its estimated to be 9.7 million vehicles by
2020.

19. Hyundai Motor India
Second largest player in the passenger car market
Formed on 6 May 1996
Market share is 21.6% (2014) and its been gradually increasing from 2010
Tag line: “NEW THINKING. NEW POSSIBILITIES”
Brand ambassador: Shah Rukh Khan
Its fleet of cars include SantaFe,Verna ,Creta,i20,

20. Mahindra & Mahindra
It is one of the largest vehicle manufacturers by production in India
It was ranked 21st in the list of top companies of India in Fortune India 500 in 2011.
Founded in 1945(Ludhiana)
The company lost its third spot in the overall market to Honda Cars India.
Tagline: “Rise”
Brand ambassador: Prabhas

21. Renault India
Renault India Pvt Ltd is a wholly owned subsidiary of Renault S.A., France
Founded in October 2005
Seven models in the Indian market – Scala Fluence, Koleos,
the Duster, Lodgy , Pulse and KWID
Tagline: “Passion for life”
Brand ambassador: Ranbir Kapoor

22. Recent domestic sales
Passenger Vehicles November
2015
November
2014
Difference
Units Growth (%)
Maruti Suzuki 110599 100024 10575 10.57%
Hyundai Motor India 43651 35511 8140 22.92%
Mahindra &
Mahindra
19662 14473 5189 35.85%
Honda Cars India 14712 15263 -551 -3.61%
Tata Motors 10517 12175 -1658 -13.62%
Toyota Kirloskar
Motor
10278 12175 -1897 -15.68%
Renault India 7818 3201 4618 144.27%

23. Brand Hierarchy
Maruti
Suzuki
Hatchback
Celerio
Alto 800 Alto K10
WagonR Stingray
Ritz Swift
Sedan
Dzire Ciaz
Vans
Omni Eeco
SUV/MUV
Ertiga Gypsy
Grand
Vitara
NEXA
S-Cross Baleno

24. PRICING STRATEGY OF MARUTI SUZUKI
Price decision is very sensitive and for that special care is to be taken to get the competitive
edge.
There are various factors to determine a price of a car, such as market condition, cost incurred to
build a car, profit by company, dealer profit.
The company’s pricing strategies are such that every customer can own a car or upgrade to
another one of his or her choice.
The company offered a different model at a price difference of around 10,000
 Maruti Suzuki follows a price-point-strategy wherein they have products available in almost all
possible price points.
Proper evaluation will be taken by studying how much customer able to pay for a car and what
are his needs.
The research team of the company makes an analysis of the current market trends, the
competition, the cost of raw materials, the economic factors governing the market, the
distribution charges, cost of advertisement, the dealers profit and the profit of the company

25. Maruti has always emphasized more on volume than on prices and it is the reason for their continued success.
In spite of the rising costs, service is also an important generator of revenue for the company.
Maruti gets 70% business from repeat buyers who earlier had owned a Maruti car.
The numerous service stations are handled on franchisee basis and have become major revenue earners for Maruti
Suzuki.
Market penetration strategy of Maruti Suzuki Ltd. It caters to all segments and has a product offering at all price
points.
MS pricing strategy is to provide an option to every customer looking for up gradation in his car.
Their sole motive of having so many product offering is to be in the consideration set of every passenger car
customer in India.

26. MARUTI COMMUNICATION STRATEGY
The Company Mission:
To provide a wide range of modern, high quality fuel efficient vehicles in order to meet the need of different
customers, both in domestic and export markets.
Maruti Suzuki strives to consistently improve the environmental performance of its manufacturing operations,
products and supply chain.
Maruti Suzuki identifies environmental impact and develops strategies to mitigate impacts in each of these areas.

27. National road safety mission
Maruti Suzuki considers road safety to be an integral part of its social initiatives.
 Maruti Suzuki has adopted a National Road Safety Mission launched in Dec 2008
500000 people will be trained in road safety in the recent years.
Done through the two channels - Institute of Driving Training and Research (IDTR) and the Maruti Driving
Schools spread across the country.

28. Environment
Maruti Suzuki recognizes global warming and climate changes as global issues.
The effects of which are of concern both for the environment and human life.
Maruti Suzuki strongly believes that an investment in environment friendly products and manufacturing facilities is
in the best interest of the society as well as the business.
The last 25 years of our journey has reinforced the belief that environment friendly initiatives make
products more acceptable to customers and help Maruti Suzuki grow profitably in every sphere.
Maruti Suzuki started operations, conserving environment and natural resources has been an integral part of MS
systems and processes.
Maruti Suzuki also follows the Philosophy of "Smaller, Fewer, Lighter, Shorter and Neater".

29. DISTRIBUTION POLICIES OF MARUTI SUZUKI
Dispersion policies of a firm is an arrangement made by the administration of an assembling
business that indicates how the firm wishes to exchange its items to middle people, retailers and
end buyers.
Maruti Suzuki has two assembling offices in India which has consolidated generation limit of
14, 50,000 vehicles every year.
It has the biggest conveyance and Service system involving more than 400 deals showrooms,
more than 600 merchant workshops, and 1900 Authorized Service Stations spreading over more
than 1190 urban areas unparalleled in the nation.
It has 30 Express Service Stations on 30 National Highways crosswise over 1,314 urban areas
in India.
The greater part of the administration stations are overseen on establishment premise where
Maruti trains the nearby staff.

30. Green Procurement Policy
 Reducing the Maruti Suzuki set on the earth coming about because of our business exercises
and items
 Maintaining and consistently enhancing our Environmental Management System and execution
 Promoting ecological correspondence through Maruti Suzuki autos
working cooperatively with clients, suppliers, and the encompassing group for natural
Others policies
• Manage Risks
•Comply with legal and other obligations
•Establish targets and review mechanism
•Provide appropriate training and information
•Ensure meaningful and effective consultation
•Communicate
•Promote a Culture of Safety.

31. Resonance
Attachment
Judgement
Credibility,
Consideration
Feelings
Fun, security
Performance
Good engine,
performance
Imagery
family type of
car, economical
Salience
Working class, Middle income
group
Brand Resonance

32. BRAND EXPLORATORY
Brand Position
 In India it is liked by all the age group of people
Customers believe that Maruthi Suzuki is such brand
which has
• Style
• Comfort
• Efficient
• High resale value
• Trustworthy
• Low priced

33.  The also company claims it as the best economical car

34. A comprehensive analysis of these elements from the consumers’ perspective are
subsequently outline.
Here in this we can map the mental picture about the customer perception about the
Maruti Suzuki brand

35. Target Audience
 Maruti Suzuki targeted mainly at the middle income group of nation
We can see that their one of the initial launch Maruthi 800 was one which was
targeted at the middle income group
The survey also reveals that 15 out of 35 respondents are people who are in the group
of income range of less than 6 lakhs and 3 people in group of 6-8 lakhs are having cars
of Maruti Suzuki
The entry of other manufacturers in to the middle income segment has affected the
market of Maruti Suzuki
 With launch of high end cars the company is able to attract high income group of
clients with the cars like Ciaz, Vitara, and New Baleno.

36. Brand Portfolio
 Maruthi Suzuki as a brand has large product portfolio where they have cars in all
variants
 Hatchbacks - Swift, Alto series, Wagon R, Ritz, and Celerio
 Sedan - Dezire and Ciaz
 SUV’s MUV’s – Grand Vitara Omni ,Eco
 Off-road - Gypsy
Maruti Suzuki has launched a new range of cars under the brand name
“Nexa”
S-Cross and Baleno are in this list

37.  The graph explains the knowledge level of the respondents on the wide range of brand
portfolio of the company
 Only 17.1 have a knowledge about all the variants of the cars
 From the graph we can observe hatchbacks are received well in the market,

38. Brand Meaning
 Brand association for brand like Maruthi Suzuki can have both positive and negative impacts which
can support or hinder the brand image
 Even the aspects of consumer loyalty and consumer engagement leads to a better brand since Maruthi
Suzuki as a brand has created an image of better service quality
 Many customers in India have attached their emotions with this brand as many of the customers in
the past and even now have bought Maruthi Suzuki cars as their first car

39. Brand Performance
 The brand claims it to be the best fuel efficient cars in India and
they have been doing it for quite a long time
 Maruti Suzuki have failed to concentrate on the new design and
technology
 The best thing of Maruti Suzuki is the availability of the spares
and also the service centers
 The respondent express that the value they get out of the brand is
worth what they pay.

40. Brand Imagery
 Maruthi has been successful in reaching the expectations of the target market both their
social and psychological needs
 They have associated themselves with many brand ambassadors in form of Bollywood
actors and they have linked the image of the person with the image of character of the
car
 Ranveer Singh being the ambassador for Ciaz and R Madhavan for Wagon R

43. Brand Personality
 Maruti Suzuki seen as family individual who serves the purpose of the whole
family
 Simple design and regular technology and cost effectiveness is their strength
 In recent times they have revived their image with new trendy designs, high quality
technology
 They have kept a balance between a family car range and youthful energetic image.
Brand Feelings
 The respondents in the survey have a feeling for the brand as
a company which is more trustworthy and value for money.

44. Brand Elements
Brand elements are those factors which helps consumer to identify and differentiate
between different brands is known as brand elements.
Logo Respondents have expressed that logo play a role to play in the buying or
image of the brand as it has gained that status

45. The company has kept the logo for a long time in the recent time but previously it had a
symbol of M in black color which is now changed to an S which stands for its tie up with
Suzuki.
Old logo New logo
Tag line
“Count On us” to “Way of Life”.

46. Brand Association
Memorability
The brand Maruthi Suzuki is a brand which Indian knows because it’s there
in India from years and the awareness expressed by the respondents is very
high

47. Meaningfulness
“Count on us” which speaks about their credibility
The new one “Way of life” is what they relate to the style.
Likeability
Maruthi Suzuki is successful in gaining likeability of the customers
They have been successful in catering to all sections of the society

48. Marketing Support Programs
Maruti Suzuki has promoted their products in different media forms
Their showroom services are high and that adds to the marketing to reach the customers.
The organization has other services like Maruti Reseller, Car care, driving school which adds to their marketing.
Maruti Suzuki are lagging in showroom service, so they need to concentrate more on this area to satisfy their
customers.

50. FUTURE POTENTIAL
Maruti is facing challenges from other brands like Hyundai, ford etc. but it will
continue to grow.
Distinctive features like economical pricing, good after sales service and resale
value.
Estimated growth is likely to be from 6 to 10 % annually
Serving from past 5 decades so consumers will continue to be loyal to the
brand.

51. RECOMMENDATIONS
Expand its brand product portfolio.
Promotion should be done by real-life/non-celebrity endorsers.
Promotion through advertisement by which consumers will feel connected.
Promotion through social media platforms like Facebook, YouTube etc.
Reward programs, easy EMIs and loans.

52. CONCLUSION
Follows latest marketing trend
Maintains its consumer relations with old customers
Open doors for new customers to enjoy its various product portfolio.