* Integrated Marketing Communication Plan on Maruti Suzuki Swift * Introduction:
The king of hatchback segment in India named Swift with a label of leading four-wheeler passenger car since the beginning of their manufacturing come underneath the heading of most trusted company namely Maruti Suzuki India Ltd. The company commenced in 1983 with the undertaking to motorize India, since then they never looked back and grew progressively to the leading company in the hatchback segment. The company is an ancillary of Suzuki Motor Corporation, Japan with a 47% market share in passenger car in India and sales over 1.13 million cars sold in domestic market yearly in the year 2012 as well as exports more than 50,000 cars (Maruti Suzuki reaches 10 million domestic sales milestone', 2012). The swift was launched in May 2005 having six variants available in petrol and diesel engine with a view to strike in the hatchback segment. “You’re the fuel” These are the words or the tagline that has been used for describing the fuel efficient over and above the value for money car (TaglineDB, n.d.). * Agenda:
The report has focused on Maruti swift and for this we have used the RABOSTIC model that goes through the ladder of setting up and incorporated marketing development method. The name RABOSTIC is an acronym created by the subsequent elements: * Research and analysis,
* Strategy, Tactics
* Implementation and Control (B&O, 2009).
* Research and Analysis:
This element of RABOSTIC model is used to evaluate the present circumstances of the brand and its company by glancing at tribulations, opportunities that are available in future, and an understanding of its market (B&O, 2009). The SWOT analysis has been done for the better understanding of the market for the Maruti Swift that are as follows: * Strengths:
* Mileage and Low maintenance cost:
Consumers consider mileage as well as the...