Marketing Strategies of Indian Automobile Companies
Marketing Strategies of Indian Automobile Companies: A
Case Study of Maruti Suzuki India Limited
Dr.M.A.Lokhande1, Vishal Sunil Rana2
1
Prof & Head, Dept of Commerce, Dr.Babasaheb Ambedkar Marathwada University, Aurangabad, (M.S)
Asst Prof & Head, Dept of Business Administration, S.S.B.T’s College of Engg & Tech., Jalgaon (M.S)
Emails: 1murlidhar_lokhande@yahoo.com, 2vishal.rana1980@yahoo.com
2
1
Corresponding Author
Abstract— In today’s competitive era the word
‘Strategy’ is very crucial for all business organizations. Presently organizations started realizing that customer centric and aggressive marketing strategies plays vital role to become successful leader. Though globalization has opened the doors of opportunities for all, the market is still crowded with some unknown risks and lot of competition. Because of this competition, a marketing strategy must aim at being unique, differential-creating and advantage-creating. To obtain unique and differential advantage, an organization has to be creative in its marketing strategy. Today due to innovative marketing strategies Maruti
Suzuki has become the leading & largest seller of automobiles in India. Company has adopted various Brand positioning, Advertising,
Distribution strategies to capture the market.
Maruti’s few unique promotional strategies include Teacher Plus Scheme, 2599 scheme,
Change your life campaign. The objective of this paper is to focus on various marketing strategies of Maruti Suzuki India Ltd.
Keywords- Strategy, Brand Position, Marketing,
Promotion, Distribution
launched efforts to create an automotive component manufacturing industry to supply to the automobile industry. By the end of 1970s, significant changes in the automobile industry were witnessed. After 1970 the automobile industry started to grow, but that growth was mainly driven by scooters, tractors and commercial vehicles. In 1983, the government of India made a
tie-up
Case Study of Maruti Suzuki India Limited
Dr.M.A.Lokhande1, Vishal Sunil Rana2
1
Prof & Head, Dept of Commerce, Dr.Babasaheb Ambedkar Marathwada University, Aurangabad, (M.S)
Asst Prof & Head, Dept of Business Administration, S.S.B.T’s College of Engg & Tech., Jalgaon (M.S)
Emails: 1murlidhar_lokhande@yahoo.com, 2vishal.rana1980@yahoo.com
2
1
Corresponding Author
Abstract— In today’s competitive era the word
‘Strategy’ is very crucial for all business organizations. Presently organizations started realizing that customer centric and aggressive marketing strategies plays vital role to become successful leader. Though globalization has opened the doors of opportunities for all, the market is still crowded with some unknown risks and lot of competition. Because of this competition, a marketing strategy must aim at being unique, differential-creating and advantage-creating. To obtain unique and differential advantage, an organization has to be creative in its marketing strategy. Today due to innovative marketing strategies Maruti
Suzuki has become the leading & largest seller of automobiles in India. Company has adopted various Brand positioning, Advertising,
Distribution strategies to capture the market.
Maruti’s few unique promotional strategies include Teacher Plus Scheme, 2599 scheme,
Change your life campaign. The objective of this paper is to focus on various marketing strategies of Maruti Suzuki India Ltd.
Keywords- Strategy, Brand Position, Marketing,
Promotion, Distribution
launched efforts to create an automotive component manufacturing industry to supply to the automobile industry. By the end of 1970s, significant changes in the automobile industry were witnessed. After 1970 the automobile industry started to grow, but that growth was mainly driven by scooters, tractors and commercial vehicles. In 1983, the government of India made a
tie-up
References: Bhargava R.C, “Assembling a Dream”, The Maruti Story, Collins Business (HarperCollins Publishers), 13, 2010. India, 2009, retrived from dspace.iimk.ac.in Dr.Lokhande M.A & Rana V.S, “Scenario of Indian Gulyani Sumila, “Introduction”, Innovating with Infrastructure, Palgrave publishers ltd, 22, 2001.