15-01-2013, 04:03 PM
Marketing Strategy of Maruti Suzuki
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Vision
The leader in the India Automobile Industry, Creating Customer
Delight and Shareholder’s Wealth; A pride of India”
Mission
To provide maximum value for money to their customers through
continuous improvement of products and services. Maruti has a
network of 391 sales outlets across 230 cities all over
India. The service network covers 1,113 towns and cities,
bolstered by 2,142 authorized service outlets. The
company's change in strategy and emphasis on
developing effective marketing communications was their
highlights.
ECTIVE OF THE COMPANY
Maruti’s marketing objective is to continually offer the
customer new products and services that: Reduce the
customers cost of ownership of their cars; and anticipate
and address the Customer’s needs and preferences in all
aspects and stages of car ownership, to provide what
they refer to as the“360 degree customer
experience.”They sell ten models with more than 50
variants in segments A, B, C, and utility vehicle segment
of the Indian passenger car market. Of these, they
manufacture nine models and import the Grand Vitara as
a completely built unit from Suzuki in Japan. Their models
and variants are designed to address the changing
demands of the market and are periodically upgraded in
technology, styling and features. To take advantage of
the brand recognition associated with their products, they
retain the brand name of the product through various
stages of product upgrades over time.
Research Methodology
Research is common parlance refers to a search for knowledge research is a scientific
investigation. Research is a movement from known to unknown.
According to learner’s dictionary of current English, research is “A careful investigation or
inquiry especially through search for new fact in any branch of knowledge”
According to Redman and Mory, research is “Systematic effort to gain new knowledge’
Research is an academic activity and as such, the term should be used in a technical sense. It
comprises defining and as such, the term should be used in a technical sense. It comprises
defining and redefining problems, formulating hypothesis or suggested solution: collecting,
organizing and evaluating data making deduction and conclusion to determine whether they fit
the formulating hypothesis.
Research Methodology may be defined as a way to systematically solve the research problem.
Research mythology constitutes of research method, used in context of research study and
explanation of using a particular method or technique and way other techniques are not used.
It also includes the reason for taking up a particular problem, the data collection , its analysis and
interpretation.
WHY GO FOR MARUTI SUZUKI?
The Quality Advantage
Maruti Suzuki owners experience fewer problems with their
vehicles than any other car manufacturer in India (J.D. Power
IQS Study 2004). The Alto was chosen No.1 in the premium
compact car segment and the Esteem in the entry level mid -
size car segment across 9 parameters.
The J.D. Power APEAL Study 2004 proclaimed the Wagon R
no. 1 in the premium compact car segment and the Esteem
No.1 in the entry level mid - size car segment. This study
measures owner in terms of design, content, layout and
performance of vehicles across 8 parameters.
A Buying Experience Like No Other
Maruti Suzuki has a sales network of 307 state-of -the-art
showrooms across 189 cities, with a workforce of over 6000
trained sales personnel to guide our customers in finding the
right car. Our high sales and customer care standards led us to
achieve the No.1 nameplate in the J.D. Power SSI Study 2004.
Quality Service across 1036 Cities
In the J.D. Power CSI Study 2004, Maruti Suzuki scored the
highest across all 7 parameters: least problems experienced
with vehicle serviced, highest service quality, best in-service
experience, best service delivery, best service advisor
experience, most user-friendly service and best service initiation
experience.92% of Maruti Suzuki owners feel that work gets
done right the first time during service. The J.D. Power CSI
study 2004 also reveals that 97% of Maruti Suzuki owners
would probably recommend the same make of vehicle, while
90% owners would probably repurchase the same make of
vehicle.
One Stop Shop
At Maruti Suzuki, you will find all your car related needs met
under one roof. Whether it is easy finance, insurance, fleet
management services, exchange- Maruti Suzuki is set to
provide a single-window solution for all your car related needs.
The Low Cost Maintenance Advantage
The acquisition cost is unfortunately not the only cost you face
when buying a car. Although a car may be affordable to buy, it
may not necessarily be affordable to maintain, as some of its
regularly used spare parts may be priced quite steeply. Not so in
the case of a Maruit Suzuki. It is in the economy segment that
the affordability of spares is most competitive, and it is here
where Maruti Suzuki shines.
Lowest Cost of Ownership
The highest satisfaction ratings with regard to cost of ownership
among all models are all Maruti Suzuki vehicles: Zen, Wagon R,
Esteem, Maruti 800, Alto and Omni.
We are proud to have the lowest cost of operation/km (among
petrol vehicles) - the top 5 models are all Maruti Suzuki models :
Maruti 800, Alto, Zen, Omni and Wagon R.