Swift Project

-----

In the Name of Allah the All Merciful, the Most Merciful.

MARKETING PROGRAM OF SUZUKI SWIFT

Presented By:Ans Salman

Presented To:____________________

GC University Lahore.

Acknowledgment:

We are very grateful to many people for their help and encouragement during the project & writing of this report. We especially want to thank GC University Lahore for giving us such opportunity to work on it.

PRODUCT NAME :

“Marketing Program’Suzuki Swift in Pakistan

TABLE OF CONTENTSVISION & MISSION STATEMENT

STORY OF SUZUKI

LAUNCH OF SUZUKI MOTORS IN PAKISTAN

VEHICLES OF SUZUKI MOTORS IN PAKISTAN

LAUNCH OF SUZUKI SWIFT IN PAKISTAN

FEATURES

SPECIFICAIONS OF SUZUKI SWIFT

COMPETITORS OF SUZUKI SWIFT

4 P's OF SUZUKI SWIFT

ADVERTISING CAMPAIGN

OUR VISIONTo be Excellent All Around.

OUR MISSIONTo provide automobile of international quality at

competitive priceTo improve skills of employees by imparting

training and inculcating in them a sense of participation

To achieve maximum indigenization and promote the automobile vending industry

To contribute to Pakistani society through development of industry in general and

automobile industry in particular

STORY OF SUZUKIBorn in 1887, Michio Suzuki grew up in Hamamatsu, a small, central seacoast village about 120 miles from Tokyo. The place, and the boy, was steeped in the tradition of the region's famed textiles, looms and woodworking. Suzuki became a carpenter and in 1909, at age 22, founded Suzuki Loom Works to build his break-through pedal-driven wooden loom.

His sights set on the nation's renowned silk industry, Suzuki created more and more sophisticated, complex, yet user-friendly looms. His business boomed.

In 1920, and in his prime, Suzuki grew his small family business into a firm for the new century, creating the Suzuki Loom Manufacturing Company. Its goal: produce textile looms that would far surpass the innovation and quality of his competitors. Within two years the young firm became one of the largest loom manufacturers in Japan and Suzuki began exporting his popular machines to Southeast Asia and India. Suzuki's response was so dynamic that the loom company expansion of 1920 is considered the foundation of today's Suzuki Motor Corporation.

Suzuki's looms were built to last. That meant demand could not keep pace with his company's potential for growth. Suzuki knew he needed to try something fresh. In response, he did what has since become a company hallmark: he took a hard look at what the people—his neighbors and his customers—most needed. What he found was a lack of inexpensive, reliable transportation.

Back at the drawing board, Suzuki designed a prototype vehicle. But before manufacture could begin, the world war overwhelmed domestic concerns.

Post-war chaos nearly wrecked the Suzuki Loom Manufacturing Company. But the need in Japan for reliable, affordable personal transportation had become greater than ever. And now it was Suzuki's son's turn to look at the business horizon.

What Shunzo Suzuki did was design a unique motor that could be attached to a bicycle.

His square-shaped motor powered the cycle through the regular pedaling chain. But the design also allowed the rider to free-wheel while the engine was running, pedal-assist the motor or disconnect the motor completely.

This ingenious operating system was a hit at the nation's patent office; the new democratic government gave Shunzo Suzuki a subsidy to continue his research into motorcycle engineering.

The "Power Free" motorized bicycle built entirely by the Suzuki company—down to the carburetor and flywheel magneto—took the road in 1952. It was inexpensive and simple to maintain. The very next year, Suzuki took the first of countless racing victories when the 60cc "Diamond Free" won its class in the Mount Fuji Hill Climb.

The company soon officially changed its name to the Suzuki Motor Co., Ltd. In 1955, Suzuki followed its success in motorcycles by marketing the Colleda, and creating its first mass-production automobile, the "Suzulight." It was Japan's first lightweight car.

Again showcasing the family's—and the company's—penchant for innovation and affordability of its products, the car opened the way for the motorization of Japan and helped usher in the Japanese era of light-weight cars. The Suzulight included front-wheel drive, four-wheel independent suspension and rack-and-pinion steering—features that would not become common until a half-century later.

Jitsujiro Suzuki, the company's third president, said the trust of the shop owners who sold his firm's vehicles and of the people who bought them were the inspiration for his firm's commitment to build "value-packed products" that met customer's needs at a reasonable price.

In 1963, the firm brought its innovative, inexpensive, lightweight motorcycle lineup to the United States. Today, Suzuki is one of the world's "Big Four" motorcycle makers delivering a range of advanced street, off-road and championship-winning machines.

Many years later in 1983 the company was the "first on four wheels®" when it introduced the first four-wheeled ATV, the QuadRunner LT125.

Two years later, Suzuki brought its automobile line to the United States for the first time. No other Japanese company sold more cars in the United States in its first year than Suzuki.

Hundreds of thousands of Americans looking for tough, sporty yet practical transportation snapped up Suzuki's revolutionary SUVs. Some of those original 4X4s, scraped, scratched and dusty, can still be found rolling on rugged off-road trails across the country.

By the 1980s, with Osamu Suzuki in the president's chair, the company pushed forward its strong commitment to social responsibility. Besides promoting efforts to reduce pollution, Suzuki urged his industry to take part in the economic development of the countries in which their products were built and sold. He believed his company has a duty "to enrich the lives of their people."

In 2000, Automotive News named Suzuki the fastest-growing Japanese auto company in America. The company quickly followed up by introducing America's first affordable seven-passenger SUV, the Suzuki XL-7.

Within five years Suzuki launched its line of Verona and Forenza sedans, the versatile Reno and fully-loaded Forenza Wagons.

With the imaginative 2006 Grand Vitara Suzuki proved that it is possible to mix sophistication and ruggedness in an SUV without a premium price tag.

Today the Suzuki Motor Corporation holds a place as a multinational corporation specializing in the manufacture of automobiles, a full range of motorcycles, and the All-Terrain Vehicles it pioneered, outboard marine engines, wheelchairs and a variety of other small internal combustion engines.

More than 45,000 Suzuki people worldwide now create and distribute their work in over 120 countries. Worldwide Suzuki Automotive sales now reach over 2 million each year, surpassing the sales of many other renowned companies such as BMW, Mercedes and Saab. Additionally more than 2.5 million motorcycles and ATVs are sold each year. Sales of the Suzuki's outboard motors also continue to grow.

In 2007, the company combined its traditional Suzuki reliability, safety and value with the added luxury and performance Americans require creating the new XL7, the first Suzuki designed exclusively for the North American market. It delivers as standard a 252-horsepower V-6 engine along with available 7-passenger seating and all-wheel drive. Available luxury items like a rear seat DVD entertainment system or an available touch-screen navigation system allows consumers to have a Suzuki that fits their own "Way of Life!"

One year later, the SX4 Sport was introduced. This model extended the SX4 line from the original SX4 Crossover, bringing Suzuki's award winning handling capabilities from the Swift (European Car of the Year) to the U.S. market. Having wowed journalists and hundreds of thousands of drivers throughout the world, the Swift's sporty character is embodied in the SX4 Sport. But the appeal did not stop at the track as it offered bold youthful styling along with a generous list of standard features. SX4 Sport represents a core model for Suzuki that has a distinct personality from the competition.

Now, with the unveiling of the all-new 2010 Kizashi, American Suzuki Motor Corporation's automotive operations continues to match the standard set nearly a century ago by the brilliant, forward-thinking son of a cotton farmer, Michio Suzuki.

LAUNCH OF SUZUKI MOTORS IN PAKISTAN

Following the terms of the Joint Venture Agreement between Suzuki Motor Corporation of Japan (SMC) and Pakistan Automobile Corporation (PACO), Pak Suzuki Motor Company Limited (PSMCL) was incorporated as a public limited company in August 1983.[15]

The new company assumed the assets, including production facilities ,of Awami Autos Limited. PSMCL started commercial operations in January 1984 with the primary objective of passenger cars, pick ups, vans and 4x4 vehicles.

The groundbreaking ceremony of the company’s green field automobile plant at Bin Qasim was performed by the then prime Minister of Pakistan in early 1989.

On completion of first phase of this plant in early 1990, in-house assembly Suzuki engines started. The new plant was completed in 1992, and Suzuki production was transferred to new plant — and three box 1300 cc Margalla car was also added to its range of production.

In September 1992 the company was privatized and placed directly under the Japanese Management. At the time of privatization SMC increased its equity from 25% to 40% Subsequently, SMC progressively increased its equity to 73.09% by December 31, 2001.

The Bin Qasim Plant further expanded its production capacity to 50,000 vehicles per year in July 1994 and 300,000 vehicles had been manufactured at this plant by December 2003.

Today Paksuzuki has one of the most modern automobile manufacturing plants in South Asia and currently exports its cars to countries like Bangladesh, Ghana, Nigeria & Maldives.

Vehicle of SUZUKI Motors in Pakistan

RAVI PICK UP

LIANA

CULTUS

ALTO

MEHRAN

BOLAN VAN

APV

JIMNY

SWIFT

LAUNCH OF SUZUKI SWIFT“The launch will directly compete with major players in this category i.e. Honda City (Honda Atlas) and Toyota Corolla (Indus Motors)”, an auto expert said in his comments. The company believes

that the new model will cater the local market needs with powerful engine capacity in the hatchback category.

The PSMC is ambitious on its future prospects as it is targeting to achieve 1 percent market share in overall car sales next year.

Besides this, the company also shared the expected sales numbers for the month of December 2009.

The analyst Furqan Punjani of Topline Securities said the model was a great success in India due to its cheaper price and better fuel efficiency and consumers in Pakistan largely prefer hatchback vehicles.

During last 3 years, average 52 percent of the total cars were sold in the hatchback category, which includes 800cc and 1000cc cars.

The PSMC is targeting the market between the 1000cc (with hatchback) and 1300cc (Sedan look) category, however, the competition will be stiff as this segment is already crammed by two major competitors, Toyota Corolla (with 69 percent of market) and Honda City (17 percent share) in the Sedan category.

He said with Liana loosing market share in the 1300cc segment, the new model would support overall market share of the company. However, much depends on the pricing of the new model.

Pricing will be the key: If the prices in the 1300cc segment are analysed, showroom price of Toyota Corolla (Xli) is Rs 1.26 million followed by City Rs 1.23 million and Liana Rs 1.1 million.

Moreover, if compared with one notch lower category segment (i.e. 1000cc), average price of Alto and Cultus is Rs 598,000 and Rs 765,000, respectively. Experts believe the price of Swift could be approx. Rs 900,000 to Rs 1 million.

December sales expected to be around 5000 units: The company believes that it could sale around 5000 units in the ongoing month which will translate into a decline of 7.5 percent MoM due to year end affect and a robust growth of 122 percent YoY primarily led by low base affect.

Thus, cumulative sales during 1HFY10 would be around 31,379 units, down 4.15 percent YoY. However, company expects significant turn around in the sales growth in 2HFY10 due to low base affect. Last fiscal (Jan-June 2009), Pak Suzuki sold on an average 2,426 cars per month which is significantly lower than existing monthly car sales.

The PSMC expects annual sales of the company to grow by 33 percent to 67,000 in FY10 as compared to 50,000 cars sold last year.

FEATURES

The new Suzuki Swift is a compact car that’s based on a fresh approach to design and development, delivers a driver and passenger experience that’s aimed at placing it in a class of its win, and has true

worldwide appeal. It is the beginning of Suzuki’s new world-strategy.The new Swift embodies a new, globally oriented approach to Suzuki car-making.From the very beginning of the new Swift’s development programme, a dedicated team of Suzuki designers and engineers collaborated extensively with European automotive professionals and ordinary motoring enthusiasts in pursuit of Suzuki’s best compact car ever.But the new Suzuki Swift is not merely a European-inspired compact car built to Suzuki standards; it’s a whole new departure in Suzuki design; one that embodies the unique DNA of a company whose success as a compact-car developer is paralleled by a position as the world’s top motorcycle brand.The new 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. And it gives an exciting glimpse of the new ideas and design approaches that will shape Suzuki models in years to come.

With success stories in countries across the globe, the new Suzuki Swift has embarked its journey in Pakistan. From the very beginning of the new Swift’s development programme, a dedicated team of Suzuki designers and engineers collaborated extensively with automotive professionals and motoring enthusiasts in pursuit of Suzuki’s best compact car ever. Suzuki on track of its radical programme of innovation, to reaffirm and strengthen Suzuki’s position as a leader and innovator in compact car segment and to yield vehicles that embody unique position of company being market leader in automobile industry. In pursuit of this and satisfying market need of a compact car with latest technology which also meets international mark; Suzuki Engineers went into relentless effort to come up with new Suzuki Swift and modify it according to the needs and requirement of Pakistani customer. New Suzuki Swift has short yet impeccable history of Success, rewards and accolades. With Car of the year awards in Australia and New Zealand, Asian countries like Japan, China and India and European countries such as Belgium, Spain, Ireland and United Kingdom; and marked century of awards in other criteria, new Suzuki Swift is continuing its journey of success in Pakistani Market.

Some of the salient features of the new Suzuki Swift 2010 model are the following:

Exterior of Suzuki Swift

1) Halogen Headlamps

2) Front Fog lamps

3) Matching powered side mirrors.

4) Stylished Chrome front grill

5) Rear Brake Lamp

6) Large and Wide Rear bumpers

Interior of Suzuki Swift

1) Quality Audio Player (CD player with MP3 playback/cassette/FM-AM tuner, 24-bit-resolution-DAC, multicolor display with remote control)

2) Sporty Steering

3) 5-Speed Manual Transmission gear with Driver orientation

4) Removal Ashtray between the front two seats

5) Chromed Door handle

6) Sporty and Easy to Read Instrument panel

Performance of Suzuki Swift

Quiet Cabin

Floor panels that are free of beads are combined with high-damping efficiency asphalt sheets to keep floor panel vibration to a minimum. The driver and passengers enjoy an exceptional smooth, quite ride even on rough road surfaces.

Low Wind Noise

A drag coefficient of only 0.32 is realized by aeroparts such as front airdam, by the spoiler-type shape of the tailgate’s tailing edge, and by airflow-smoothing door mirrors. The high aerodynamic efficiency promotes cabin quietness by minimizing wind noise.

Electronic Power Steering

To enhance driving experience and to provide with efficient controlling ability, swift is equipped with technology of Electronic Power Steering (EPS). EPS put lesser load on engine, requires no periodic maintenance and is vehicle speed sensitive. Thus it will help you with better fuel economy, lower maintenance cost and better control on your swift.

Interior of New Suzuki Swift

Specifications of SUZUKI SWIFTModel name   SwiftBody Type   HatchbackEngine   Petrol Diesel

1.3L 1.5L VVT 1.3L DDiSDrive system   2WDNumber of doors   3/5DIMENSIONSOverall length mm 3,760Overall width mm 1,690Overall height mm 1,500Wheelbase mm 2,380Tread Front mm

1,470 / 1,480Rear mm

Minimum turning radius m 4.7Minimum ground learance mm 140CAPACITIESSeating capacity persons 4(3-door), 5(5-door)Fuel tank capacity litres 45ENGINEType

  M13A(1,328)M15A VVT (1,490)

D13A(1,248)

Valve arrangement   DOHC-16V DOHC-16V DOHC-16VMaximum output kW/rpm 68 / 5,800 75 / 5,900 55 / 4,000Maximum torque N・m/

rpm116 / 4,200 133 / 4,100

190 / 1,750-2,250

Fuel distribution   Multipoint injection Direct injectionTRANSMISSIONtype

 5MT/automated MT

5MT/4AT 5MT

CHASSISBrakes(Front)   Ventilated discBrakes(Rear)   Drum, leading & trailingSuspension(Front)   MacPherson strut & coil springSuspension(Rear)   Torsion beam & coil springTyres

 165 / 70R14185 / 60R15

185 / 60R15165 / 70R14185 / 60R15

WEIGHTKerb weight M/T (min.)/(with full options)

Kg3D: 970 / 1,0305D: 980 / 1,050

3D: 980 / 1,0405D: 1,000 / 1,060

3D: 1,045 / 1,1055D: 1,065 / 1,125

PRICERs.999,000/-

COMPETITORS OF SUZUKI SWIFT

1. Toyota Motor Corporation

Toyota Corolla XLI 1300cc

Toyota Vitz 1300cc (Imported)

2. Honda Motor Co., Ltd.

Honda City 1300cc

3. Hyundai Motor Company

Hyundai Santro 1000cc

4. Chevrolet Pakistan

Chevrolet Spark LS 796cc

4P’s OF SUZUKI SWIFT

PRODUCT

The Suzuki Swift is fully loaded with a range of exciting new features. It's a perfect complement to your evolved tastes and lifestyle. And the best way to take your driving pleasure to a brand-new high.European Styling. Japanese Engineering. Dream-Like Handling.The new Swift is a generation different from Suzuki design. Styled with a clear sense of muscularity, its one-and-a-half box, aggressive form makes for a look of stability, a sense that it is packed with energy and ready to deliver a dynamic drive.Its solid look is complemented by an equally rooted road presence and class-defining ride quality. New chassis systems allow for the front suspension lower arms, steering, gearbox and and class-defining ride quality. New chassis systems allow for the front suspension lower arms, steering, gearbox and rear engine mounting to be attached to a suspension frame. You get lower road noise, and a greater feeling of stability as you sail over our roads with feather-touch ease.3 assist grips, 3 spoke urethane steering wheel, antenna, cabin light (3 position), console box (lower), cup holders (front 2, rear1), front door trim pockets, green tinted glass window, halogen headlamps, headlamp leveling device, heater and manual Air conditioning, OVRM (internally adjusted), rear fog lamps, wind screen wiper 2 speed plus 1 speed intermittent, tailgate opener key type, trip meter (digital display), sun visors (both sides), brake assist , child lock (rear door), high mounted stop lamp, power steering, rear seat belts etc. are the features available in this model.

Special features that have made this model more market friendly are rear window demister, rear parcel shelf, rear window wiper, room lamp and luggage room, keyless entry, dual front airbags, colored outside door mirror cowls, colored outside door handles, 12v accessory socket in luggage room, driver seat height adjuster, central door locking (5 doors), seat belts 3-point ELR with shoulder adjusters, seat belts front 3-point ELR with pretensioning,tailgate opener electromagnetic type etc.

PRICEPak Suzuki is expected to take Toyota and Honda heads on with the pricing of their upcoming Suzuki Swift car. After launching car for the masses since so many years, Pakistan's largest automobile manufactureris now targeting the premium segment with their latest model from the Suzuki’s stable. The analysts predict the pricing of this premium hatchback to start from Rs.999,000/-. This price range would practically rip apart Hyundai’s offering in Santro, Honda City, Toyota XLI and Toyota Vitz (Imported). All the companies are known for their value based offerings and Pak Suzuki with their extensive service network and brand reputation for making reliable cars should get the customer’s nod over their competition.

PROMOTIONWhen PAK SUZUKI launched the Swift in mid of January 2010, the automotive industry was agog with expectation that the car had the makings of a real winner. Only one version is launched with the base variant carrying a retail tag of Rs.999,000/-, ex-showroom and this aggressive pricing only reinforced this feeling. Initially 500 vehicle are assembled in Pakistan after sale if these units its 100% manufacturing will start at Premises of PAK SUZUKI Motors. The response is very positive in very beginning they have booked 2700 units with delivery time of 2 to 3 months. The Swift has made a real impact in the small hatchback segment leaving its closet rival, the Santro and Suzuki's own car Cultus are far behind.

PLACE

The car manufacturing company, called PAK SUZUKI MOTRO COMPANY LIMITED, is a Joint Venture Agreement between Suzuki Motor Corporation of Japan (SMC) and Pakistan Automobile Corporation (PACO), Pak Suzuki Motor Company Limited (PSMCL) was incorporated as a public limited company in August 1983. Suzuki SWIFT have been launch across the Pakistan and displayed almost all 3S's dealership.

ADVERTISING CAMPAIGN

Advertising campaign was started before its launch through internet but proper campaign was started at the time of launch by utilizing almost all source like TV adds on all channels, Full Page add on renown News Papers, Web Site, Brochures, Bill Boards, etc.