TOSUBMITTED TO: Mrs. PIMA BAINS SUBMITTED BY: ABHISHEK GUPTA MBA 2ND YEAR
MUL(Maruti Udyog Limited) INTRODUCTION Ingrained in 1981. In 1983 Indian government made a joint venture with Suzuki Motor Corporation of Japan with 26% justness and is India's largest automobile company by unit sales (Indian passenger car market). In December 1983, Prototype Automobile was launched. Followed by the flooded privatisation of Maruti with IPO launch in June 2003 cont
Its manufacturing facilities are located at two facilities with capacity Gurgaon 4,50,000 units per annum. Manesar 2,00,000 units per year and a Diesel engine plant with an annual capacity of 100,000 engines. Suzuki now owns 53.4% stake in Maruti. Sells every second car in India and
What is the need of Repositioning?A product may need to be repositioned only because of poor competitive performance. Its 1. 2. 3. 4. of four types:Image Repositioning Product Repositioning Intangible Repositioning Tangible Repositioning
Which one is used by Maruti?ALL THE FOUR 1. Image Repositioning- Price reduction of Rs.23,000 coupled with Rs.2,599 EMI scheme. 2. Product Repositioning- New design with Upgraded features i.e. power emission and power-steering.
3. Intangible Repositioning- EPS is added to take itsNEXT GEN ALTO STAR to European market to compete with Santro and i-10 of Hyundai.
4.Tangible RepositioningAlto Alto Alto Alto Alto Alto Non AC- Rs.2.27 lakh STAR LX- Rs. 2.65 lakh STAR LXI- Rs. 2.85 lakh STAR VXI- Rs. 3.66 lakh Spin- Rs. 2.95 lakh STAR 1.3- Rs. 3.20 lakh
TARGET MARKETMiddle-class. Two wheeler aspirants. College going Youth. Women drivers. Maruti 800 owners (exchange scheme) Competitors product users
ALTO STAR at 2008 PARIS MOTOR SHOW
MARKET ENTRY STRATEGIES Penetration/skimming strategyExclusive Pricing and Rs. 23000 cut is the best penetration strategy used and makes it the only entry-level market leader since decades.
Product Differentiation- becomes the first choice of
young car buyers intending to upgrade from a 2 wheeler.
Market Expansion StrategyMarket Penetration DiversificationMaruti has 4608 listed authorized service stations and has 55 Express service stations on 40 highways across India.
Market Development Product Development
Unparalleled Service Network-
OTHER STRATEGIES Maruti 800 to take on Tatas 1lakh car with Rs.50,000-60,000 price cut as it plans to source dies from less expensive sources like Taiwan. Maruti Alto(base model) to be in the Entry level segment. A-Star to compete with Hyundai Santro and Fait Palio