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Marketing Management Assignment GRAND VITARA Marketing Plan by Jitendra Kumar student of[Pick the date]

London school of Business and Finance


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Marketing Plan of MSIL Jitendra kumar

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Table of contents



Page number 2 2-3 4 5 6-7 8 9-10 11 12 13 14-16 17-19 19 20-21 21 22 23

1. Introduction to Marketing plan 2. Introduction to Company 3. MSIL Product line 4. MSIL Vision 5. Company performance 6. SWOT Analysis 7. Strategy Development by Ansoff & BCG matrix 8. Competitors 9. Porters Competitive Strategy 10. Product life cycle 11. Marketing Mix 12. Long term Investment & Financial plan 13. Plan B 14. Reasons of Failure of Grand Vitara 15. Expectations from Module 16. Conclusions 17. References

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Marketing Plan of MSIL Jitendra kumar1 Marketing Plan: -

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A strategic plan is a plan which cover a period beyond the next fiscal

year. Usually this is between 3 and 5 years. A tactical plan covers in quite a lot of detail the actions to be taken, by whom, during a short term planning period. This is usually for one year or less by M. Mc Donald Source [from class notes ]

Marketing Planning Models Mission statement Corporate objective Marketing Audit SWOT Analysis Assumptions Marketing objective & strategies Estimated expected results Identify alternative plan & mixes Budget First year detailed implementation Product Here we will discuss about the Marketing plan of Grand Vitara model of Maruti Suzuki India ltd (MSIL). Grand Vitara was launched in India in 2004, but it could not find it pace with current competitive market, after re-launching it in July 2009 MSIL is trying to gain competitive edge in Sport utility vehicle known as (SUV) car segment as in small car because MSIL is the Market leader in India in small or medium car segment. Measure & review



Maruti Suzuki India Ltd. Company Profile Maruti Suzuki India Limited (MSIL, formerly known 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 produceLondon School of Business & Finance Page 2

Marketing Plan of MSIL Jitendra kumar

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over a 1.2 million (1,200,000) passenger car units annually.

The company plans to expand its manufacturing capacity to 1.75 million by 2013. For this the company will be investing around Rs. 60 Billion (Rs 6,000 Crores) over the period till 2013. The company offers a wide range of cars across different segments. It offers 14 brands and over 150 variants - Maruti 800, people movers, Omni and Eeco, international brands Alto, Alto-K10, A-star, WagonR, Swift, Ritz and Estilo, off-roader Gypsy, SUV Grand Vitara, sedans SX4 and Swift DZire In an environment friendly initiative, in August 2010 Maruti Suzuki introduced factory fitted CNG option on 5 models across vehicle segments. These include Eeco, Alto, Estilo, Wagon R and Sx4.

In fiscal 2009-10 Maruti Suzuki became the only Indian company to manufacture and sell One Million cars in a year.

Maruti Suzuki has employee strength over 7,600 (as at end March 2010),

In 2009-10, the company sold a record 10, 18,365 vehicles including 1, 47,575 units of exports. With this, at the end of March 2010, Maruti Suzuki had a market share of 53.3 per cent of the Indian passenger car market (including C segment).

Maruti Udyog Ltd. (old logo)

Maruti Suzuki India Ltd. (current logo)

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In all, over six million Maruti Suzuki cars are on Indian roads since the first car was rolled out on 14 December 1983.

Maruti DNA Just two years back, Maruti Suzuki inaugurated its state-of-the-art new engine plant at Gurgaon. This new technology plant churns out K-series engines that are lean, highly fuel efficient and environment friendly. The introduction of new technology engines is in line with the company's commitment to offer latest technology in full range of models. The K-series engines presently power the Alto K10, A-star, Ritz, Estilo, WagonR, Swift and Swift Dzire models. The K-series engines would soon be extended to other models in the Maruti Suzuki range. Maruti Suzuki will be investing around Rs 1,250 Crore (Rs 12.5 billion) on capacity expansion of the K-series engines. The expanded annual capacity will be over 7 lakh units from the present 5 lakh units. This will be a progressive investment to be completed by 2012. Over the quarter century of its existence, Maruti Suzuki's contribution as the growth engine for the Indian automobile industry is widely acknowledged. Maruti Suzuki has impacted the lifestyle and psyche of an entire generation of Indian middle class through the quality of its products and services that are in direct sync with the needs of the Indian populace.

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MSIL product line CARS

Maruti 800 1. Maruti 800 STD BS III 2. Maruti 800 AC BS III 3. Maruti 800 Duo Maruti Zen Estilo 1. Maruti Zen Estilo Lx 2. Maruti Zen Estilo Lxi 3. Maruti Zen Estilo Vxi

Omni 5 seater Maruti Omni 8 seater Maruti Omni LPG Maruti Omni Wagon R 1. WagonR Lx 2. WagonR Lxi 3. WagonR Vxi 4. WagonR Ax 5. WagonR Duo

Maruti Alto 1. Alto 2. Alto Lx 3. Alto Lxi Versa 5 seater 8 seater ( DX & DX2)

Maruti Esteem 1. Maruti Esteem Lx 2. Maruti Esteem Lxi 3. Maruti Esteem Vxi

Baleno 1. Baleno Sedan VXi 2. Baleno Sedan LXi

Swift 1. Swift LXi 2. Swift VXi 3. Swift ZXi 4. Swift DieselLdi 5. Swift Diesel Vdi

Maruti Gypsy 1. Hard top 2. Soft top Grand Vitara

Maruti SX4 1. Maruti SX4 Vxi 2. Maruti SX4 Zxi Swift DZire COMMERCIAL VEHICLES

Maruti Zen Classic

AMBULANCE Omni AmbulanceLondon School of Business & Finance Page 5

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AWAITED MODELS Maruti Escudo Maruti Kazshi Maruti Suzuki Splash

Source WRITTEN BY: YOGIN VORA ON MAY 6, 2010 ONLINE ON[accessed on 21Dec2010]




To be the Leader in the Indian Automobile industry by creating Customer Delight, Shareholder's Wealth; a pride of India. Market leader in A2 & A3 segment A2- 53.3%, A3 42.7% Marketing strategy Counteroffensive defense & Contraction defense

Maruti Suzuki believes their core values drive them in every endeavor. Core Values Customer obsession Fast, flexible & first mover Innovation & creativity Networking & partnership Openness & learning


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5 Company Performance at a Glance:

Net Sales

Profit & Loss Ratio

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Marketing Plan of MSIL Jitendra kumarRelative market share

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Marketing Plan of MSIL Jitendra kumar6 SWOT ANALYSIS STRENGTHS :-

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1. Brand Image 2. High end Technology 3. Market share & reliability 4. Great talent pool 5. Established sales & service network 6. Know Indian customer taste 7. Deep knowledge of Indian market 8. Good infrastructure 9. JD Power award no- 1 winner from last 11 years OPPORTUNITIES 1. Expansion on global level 2. Increased power of purchasing of middle category 3. Tex benefit 4. Due to low cost ,buyer of two wheeler also changing their mind to purchase of MSIL car 5. Change in design according to customer need 6. New scope from small car to Luxury & SUV car segment.

1. Dependent on Japan for technical support 2. Lack of global experience 3. Heavy import duty on parts & ready models 4. New entrant in Diesel cars 5. Grand Vitara was high cost side as compare to Indian buyer 6. People perception for MSIL is only for small & mid segment THREATS

1. Competition with other car manufacturer like GM, FORD, HYUNDAI, TATA etc. 2. Change in Politics, Government policies, Taxes 3. Product substitution 4. Price wars between manufacturer 5. Raw material price rise 6. Bank interest rate increases

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Marketing Plan of MSIL Jitendra kumar7 STRATEGY DEVLOPMENT: -

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Strategies are the means to achieving the

organizations stated objectives. The BCG matrix for product strategy STARS QUESTION MARKS A STAR


RITZ LO W Busi ness Gro wth rate HIG H SWIFT Dzire



Grand Vitara Wagon R



Relative market share


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Marketing Plan of MSIL Jitendra kumarProduct Strategies

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Cash cow - Cash cows provide the bread and butter profits of a company. Because the market is relatively static they require few fresh injections of capital and the net effect is a positive cash flow. Advertising and promotion will be required to put fresh life into them from time to time. Whilst they enjoy competiti


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