MARKETING OF MARUTI SUZUKI
All the marketing strategies are based on right mix of 4Ps, only those can be ahead which has the right marketing strategies because it increases the chances of better market penetration with proper utilization of resources. Maruti Suzuki India limited is presently considered as the leading automobile giant. This research paper is purely based on secondary data and tries to study the different strategies of Maruti Suzuki, its vast network of dealers and service centers which provides proper after sale service and is able to maintain good relationship with customer which is their strongest point. Keywords: Marketing Strategies, Maruti Suzuki, Product, Price, Distribution and Promotion 1.INTRODUCTION
At the heart of any business strategy is a marketing strategy. Marketing strategy is defined by Prophet's David Aaker as a process that can allow an organization to concentrate its resources on the optimal opportunities with the goals of increasing sales and achieving a sustainable competitive advantage. Marketing strategies includes all basic and longterm activities in the field of marketing that deal with the analysis of the strategic initial situation of a company and the formulation, evaluation and selection of market-oriented strategies and therefore contribute to the goals of the company and its marketing objectives. 2.MARKETING STRATEGY OF MARUTI SUZUKI
Maruti Suzuki India Ltd. is a leading manufacturer of four-wheelers in India. Born in 1983 with the mission to motorise India, Maruti was a joint venture between Government of India and Suzuki Motor Corporation, Japan. It quickly grew into the largest compact car making company of India and remained so till 2004. The company started with Suzuki holding the minor stakes of the company while Government of India holding the major stakes. As of present, Government of India has disinvested its stakes in the company completely, and handed over the management of company to Suzuki Motor Corporation. Today, Maruti and its partners employ more than 75,000 employees. Its manufacturing facilities are located at two locations, Gurgaon and Manesar, both south of New Delhi. 3. PRODUCT STRATEGY
Product is anything that can satisfy human needs and wants. The product is a combination of tangible and intangible aspects of the products offered by the manufacturer to the customers. It can be defined as a bundle of satisfactions and dissatisfactions offered by company to the customers at a point of time. The product strategy of Maruti is that its focus is on catering the needs of almost all the segments. Maruti Suzuki offers 16 brands consisting of Maruti 800, MarutiOmni, Maruti Alto, Maruti Versa, Maruti Gypsy, Maruti A Star, Maruti Wagon R, Maruti Zen Estilo, Maruti Swift, Maruti SX4, Maruti Kizashi, Maruti Eeco, Maruti Ertiga, Maruti Grand Vitara and 150 variants spanning across all segments. Thus company creates products that are unique and valued and it is attaining advantage either through differentiation via new features, improved performance, after sales service or through cost leadership. 4. PRICING STRATEGY
The price is the amount a customer pays for the product. It is fixed after considering various factors such as market share, competition, material costs, product identity and the customer's perceived value of the product. The business may increase or decrease the price of product if other stores have the same product. The price decision is very sensitive and for that special care is to be taken to get the competitive edge. There are various factors to determine a price of a car, such as market condition, cost incurred to build a car, profit by company, dealer profit. The company’s pricing strategies are such that every customer can own a car or upgrade to another one of his or her choice. The company offered a different model at a price difference of around 10,000. It follows a price-point-strategy wherein they have products...
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