Final PPT Maruti

PowerPoint Presentation

MARUTI SUZUKI INDIA LTD.Brand Positioning Strategies adopted Thursday, September 04, 2014Presented By:

Nupoor AgrawalHR002Prem BatraHR008Rhythm JollyHR022Surabhi VermaHR058Shantanu SinghHR051Gaurav GoswamiHR016SBM, NMIMS, MumbaiMBA HR 2014-16Rohit 1 2 3Chinmaya 4 5Mandar 6Abhijeet 7Ravi 8 12Susheel 9 10 11

12

3 Maruti Suzuki India Ltd.Maruti Suzuki India Limited (MSIL), -- formerly known as Maruti Udyog Limited -- a subsidiary of Suzuki Motor Corporation of JapanEstablished in 1981 and launched 1st car in 1983India's largest passenger car company2 production facilities in India Gurgaon and ManesarProduct range -- Maruti Alto 800, Omni, Gypsy, Zen Estilo, Wagon R, Versa, A Star, Ritz, SX4, Dzire, Grand Vitara, Ertiga, CelerioPositioning By Benefits

Campaign that highlights the vast network Of Service Station

Maruti has the biggest dealership and service network.

Right from spare parts to customer reach ability Maruti has the deepest market penetration.

Marutis first automatic offering

Idle for city driving

Petrol Khatam Hi Nahi Hunda

Win win campaign using a child and highlighting the fuel efficiency.Kitna Deti Hai

They hit the nail with the right campaign.

Targeted Indian's psyche which revolves around saving and mileage.

K Series.Launched The K Series engine.

Told about the engine that it never stops and is immensely powerful and futuristic.

Ritz was the first car to have this and was launched as a fully loaded car.

Positioning By Users

SX4MEN ARE BACK

SX4 owners are sophisticated

FOR BOYS WHO WANT TO BECOME MEN

Thrill of speed, superior controls, powerful engine. Also tried to portray the image of being safe.

INDIA Comes Home in a MarutiTargeted the entire indian population in one go.

Had a spirit of Patriotism which Indians identify with.nt social settings

Used people from all age groups to reinstate the fact that its a brand that has products for all ages.

Also used different social settings to showcase that they have cars for all occasions and uses.

ALTOThe Lets go campaign.

Targeted younger generation from college going to newly married couples.

Positioned itself as the First Car that you can buy.

Maruti Ertiga

Launched as a Family Car.

Kept in mind the Indian family structure and then associated itself with a movie, which strengthened its position as a family car.

They also played with the term LUV, interchanging between Large and Life utility vehicle.Change in Brand PositioningChanging consumer mindset - demographically and psychographicallyProduct being good and reliable is a hygiene factor and not a differentiatorLook to become a part of our consumers life.Colours of life and Joys of life.Spirited - Orange, Blue for Value, Red for sports and Green for authentic and straight forward. Active on the digital platform `Motivational theory: - Maslows theory, Herzbrgs theory. Personality and self concept: - earlier it was only competence. Now they are looking for sophistication, excitement, etcRefer document: - Auto Expo 2012_ Shashank Srivastava on Maruti's transition from 'Count on us' to 'Way of Life' - News - Advertising - Campaign India25LOW COST HIGH COSTLow Utility High UtilityALTOMICRABRIOBEATSWIFTINDICAEONRITZI20I10FIGOLIVAPUNTOCELERIOPOLOPULSEWAGON RDATSUN GOFABIAThank You