Maruti 800 Marketing Project
PROJECT REPORT ON MARUTI 800
Submitted to: Submitted By:
Prof. P. Bharadwaj Hitesh Babbar 2010079 Jhanvi Thakkar 2010086 Kanupriya Kohli 2010090 Nirmal Modh 2010099 Kiran Karkera 2010093
Topic for the study:
Maruti 800 Model car of the MUL company.
Justification and Relevance: * Maruti 800 was a revolution of sorts in the 4-wheeler area in India. * It was the first small car to be launched in India. * It basically put India on wheels. * The strategies used by MUL from time to time to maintain/increase the sales of Maruti 800 were exemplary. * It was the leader in market sales for nearly 20 years.
All these points make for a good case-study.
INTRODUCTION:
Company (MUL) Introduction:
MUL was a joint venture created in February 1981 between Japan’s Suzuki Motor Company and the Indian Government when the latter decided to produce small, economical cars for the masses. The intention from the beginning was to produce a ‘people’s car’. To get the project off the ground MUL took over the assets of the erstwhile Maruti Ltd., which was set up in 1971 and closed in 1978.
It was the fag-end of 1983, in the cold winter of North India, when one Harpal Singh of New Delhi was handed the keys to a small, never-seen-before-in-India, hatchback by the then Prime Minister, the late Indira Gandhi. What in any other circumstances would have been just an ordinary car launch turned out to be the start of the automobile revolution in India.
Product (Maruti 800) Background:
On December 14, 1983, MUL launched the first Maruti vehicle – the Maruti 800. The first model was the SS80, a 796cc hatchback car priced at Rs. 47,500. Subsequently, in spite of price hikes, the car remained within the reach of the Indian middle class and became a runaway success. Available in vibrant colours when India’s passenger car population comprised mainly Ambassadors and Fiats in black and white, M800 gave
Submitted to: Submitted By:
Prof. P. Bharadwaj Hitesh Babbar 2010079 Jhanvi Thakkar 2010086 Kanupriya Kohli 2010090 Nirmal Modh 2010099 Kiran Karkera 2010093
Topic for the study:
Maruti 800 Model car of the MUL company.
Justification and Relevance: * Maruti 800 was a revolution of sorts in the 4-wheeler area in India. * It was the first small car to be launched in India. * It basically put India on wheels. * The strategies used by MUL from time to time to maintain/increase the sales of Maruti 800 were exemplary. * It was the leader in market sales for nearly 20 years.
All these points make for a good case-study.
INTRODUCTION:
Company (MUL) Introduction:
MUL was a joint venture created in February 1981 between Japan’s Suzuki Motor Company and the Indian Government when the latter decided to produce small, economical cars for the masses. The intention from the beginning was to produce a ‘people’s car’. To get the project off the ground MUL took over the assets of the erstwhile Maruti Ltd., which was set up in 1971 and closed in 1978.
It was the fag-end of 1983, in the cold winter of North India, when one Harpal Singh of New Delhi was handed the keys to a small, never-seen-before-in-India, hatchback by the then Prime Minister, the late Indira Gandhi. What in any other circumstances would have been just an ordinary car launch turned out to be the start of the automobile revolution in India.
Product (Maruti 800) Background:
On December 14, 1983, MUL launched the first Maruti vehicle – the Maruti 800. The first model was the SS80, a 796cc hatchback car priced at Rs. 47,500. Subsequently, in spite of price hikes, the car remained within the reach of the Indian middle class and became a runaway success. Available in vibrant colours when India’s passenger car population comprised mainly Ambassadors and Fiats in black and white, M800 gave
References: * Philp Kotler * Prof. Bharadwaj’s Slides * Wikipedia * Google * www.managementfunda.com * www.articlesbase.com * www.icmrindia.org * www.slideshare.net * www.internsindia.com