literature review on marketing strategy of maruti suzuki

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Maruti Suzuki Marketing Strategy 2024: A Case Study

Maruti Suzuki stands out in India’s auto industry thanks to its smart marketing. In this case study, we will look closely at how Maruti Suzuki makes a mark. We’ll explore their strategy for positioning in the market, ways they promote their brand, and their digital marketing efforts.

Additionally, we’ll dig into how they understand their target audiences and study their competitors. Plus, we’ll see how they stand out online and penetrate the market. This deep dive will give us a clear view of Maruti Suzuki’s marketing approach and what the future holds for them.

Key Takeaways:

• Maruti Suzuki’s marketing strategy has played a crucial role in its success in the Indian auto industry
• They employ effective market positioning, brand promotion, and digital marketing techniques
• Target audience analysis and competitive analysis are key components of their marketing strategy
• Maruti Suzuki utilizes various advertising strategies and online visibility tactics
• Their market penetration techniques have helped them maintain a significant market share

Company Overview

Maruti Suzuki India Limited is a big name in India’s car industry. It has its main office in New Delhi, India. The company is well-known for its cars like Maruti 800, Omni, and Swift Dzire.

It holds a large part of the market in the passenger car area. Maruti Suzuki has factories in Haryana and Gujarat. These plants can make up to 2,250,000 vehicles every year.

Market Segmentation and Targeting

Maruti Suzuki knows it’s important to serve different types of customers in the car market. They have a big selection of cars. This means they can match the specific wants and needs of many buyers. Their products include more than 16 brands with around 150 variants. You’ll find well-known cars like Maruti 800, Omni, Alto, Swift, and Ertiga.

Maruti Suzuki focuses a lot on middle-class buyers. These customers want cars that are affordable and reliable. The cars offer great value. They are fuel-efficient, practical, and easy to look after. This makes them perfect for middle-class families and individuals.

But, they don’t just focus on the middle-class. They also aim at the upper-middle class, high-class, and rich customers. They provide premium models with top features, luxurious interiors, and the latest tech. These models are for those who want more comfort, style, and power.

By having different cars for different buyers, Maruti Suzuki became a go-to brand. They meet the needs of people with different incomes. Their strategy helped them get a big part of India’s car market.

Maruti Suzuki Model Segmentation

Let’s dive into Maruti Suzuki’s strategy by looking at some popular models:

These models show just a bit of what Maruti Suzuki offers. With cars for every customer type, they make sure everyone finds their perfect match.

Marketing Campaigns and Brand Promotion

Maruti Suzuki uses impactful marketing and brand strategies to connect with people. Their “Kitna Deti Hai” campaign focuses on the cars’ mileage. It has become very popular, with over 24k views on YouTube.

They have also started campaigns like “Tarakki Apki, Saath Humara” and “Monsoon Care”. These underline growth, trust, and caring for customers. They deeply resonate with the audience.

Maruti Suzuki also uses social media like Facebook, Twitter, and Instagram. They share offers and customer stories, engaging with their audience. This helps them grow their online presence and engage more with their target group.

Understanding different customer needs, Maruti Suzuki has two divisions: Maruti Suzuki Arena and Nexa. Arena focuses on budget-friendly options, while Nexa provides a premium experience. This strategy helps them target various customer groups and appeal to many consumers.

Maruti Suzuki Marketing Campaigns:

• Kitna Deti Hai campaign
• Tarakki Apki, Saath Humara campaign
• Monsoon Care campaign

Maruti Suzuki’s marketing efforts have made them leaders in the Indian automotive sector. With strong storytelling, branding, and social media use, they capture their audience’s attention and strengthen their brand.

SEO Strategies and Online Visibility

Maruti Suzuki has worked hard on SEO strategies. This has helped it stand out online and draw in potential customers. The company has seen great results with organic keywords, backlinks, and site visits.

Organic Keywords

The Maruti Suzuki website has over 30,000 organic keywords. These keywords are chosen with care and used in the content. This helps the brand rank better in search results and reach more people.

Backlinks and Referral Traffic

Maruti Suzuki also gains from many backlinks from other quality websites. These links work like recommendations and bring more visitors to the Maruti Suzuki site. By connecting with relevant sites, Maruti Suzuki has become a trusted name in cars.

Monthly Traffic

Every month, Maruti Suzuki’s website gets over 30 lakh visitors. This shows the brand’s strong online impact and how well its SEO efforts work. By keeping their site up-to-date and providing useful content, Maruti Suzuki keeps attracting a large audience.

Influencer Marketing and Sponsorship

Maruti Suzuki has seen the value in using influencer marketing and sponsorships to grow their brand. They’ve made deals with well-known figures. This has really helped them stand out in the market.

Sponsorship Deals

Maruti Suzuki teamed up with Ten Sports for “Maruti Suzuki Cricket Ratings.” It’s a hit TV cricket show. This move puts Maruti Suzuki right in the midst of cricket excitement. It ties them closely to India’s favourite sport, boosting their brand.

Brand Ambassadors

Maruti Suzuki picks brand ambassadors that share their values. They connect well with their audience. For Nexa’s premium line, they chose Bollywood’s Ranveer Singh. His charm and fame fit perfectly with Nexa, reaching those who dream big.

Influencer Collaborations

They work with inspiring individuals like Olympic hero Mary Kom and banker Vikas Dimri. These stories of overcoming obstacles reflect Maruti Suzuki’s dedication to celebrate success and motivate others. It lets them engage with different people and strengthen their image.

The image highlights Maruti Suzuki’s best influencer marketing and sponsorship moves.

E-commerce Strategies and Online Booking

Maruti Suzuki has stepped up their game with e-commerce strategies. They started online bookings in 2017. This move changed how people buy cars. Now, over 2 lakh cars have been sold this way. Customers enjoy the ease and convenience.

Maruti Suzuki didn’t stop there. They launched a car financing program. It’s all online and very straightforward. Customers get good rates and flexible plans. Now, financing your dream car with Maruti Suzuki is easy.

There’s also the Maruti Suzuki Rewards app. It makes owning a car better. You can book services, handle insurance, and check service dates. The app puts everything you need in your hand.

Content Marketing and Customer Education

Maruti Suzuki knows how vital content marketing is to connect with their audience. They create informative blogs for their company website and share them on sites like Twitter. This helps educate their audience about cars and the benefits of being with Maruti Suzuki.

They use their knowledge to build trust with their customers. This helps customers stay informed and make smart choices. Maruti Suzuki keeps them updated on the automotive world’s latest trends and news.

Company Website: A Knowledge Hub

The Maruti Suzuki website is filled with useful information for car lovers. It has articles, guides, and resources on various car-related topics. This information helps customers know more about their cars and enjoy a better ownership experience.

Maruti Suzuki’s website helps customers learn about keeping their cars in top shape and understanding car safety features. It offers all the information needed to make good car choices.

Being active on social media is key to Maruti Suzuki’s strategy. They use platforms like Twitter to post educational content. This builds a community and confirms Maruti Suzuki as a leader in the industry.

Customer Education: The Key to Empowering Car Buyers

Maruti Suzuki focuses on giving customers the information they really need. They provide resources like guides, FAQs, and videos. This helps customers make confident choices when buying a car.

Educating customers is crucial to Maruti Suzuki’s goal of keeping customers happy. They make sure customers understand what they’re buying. This builds strong customer relationships and increases satisfaction.

Through their content, Maruti Suzuki proves their commitment to their customers. They go beyond just selling cars. They help customers through their entire automotive journey.

Maruti Suzuki’s success is thanks to smart marketing and putting the customer first. They offer good value and have a wide dealer network. This has earned them many loyal customers.

Their ads have helped make them a well-known brand. They stand out in the competitive auto market.

Even with competition and changing tastes, Maruti Suzuki keeps innovating. They’re focusing on being sustainable. This helps them stay ready for the future.

They know changing with the times is key to staying on top. Keeping customers happy will drive their success.

Looking forward, Maruti Suzuki has a solid base in customer loyalty and brand strength. This foundation helps them face challenges and grab new chances. They’re set to keep doing well by sticking to their main principles and knowledge.

What is Maruti Suzuki’s market share in the Indian auto industry?

How many manufacturing plants does maruti suzuki have, what is maruti suzuki’s target customer base, what are some of maruti suzuki’s marketing campaigns, which social media platforms is maruti suzuki active on, what is maruti suzuki’s online visibility strategy, does maruti suzuki engage in influencer marketing, does maruti suzuki offer online booking for their cars, how does maruti suzuki educate their customers, what factors contribute to maruti suzuki’s success, related posts.

Editorial Team

Marlboro marketing strategy 2024: a case study, marvel marketing strategy 2024: a case study.

Breaking Down The Maruti Suzuki Marketing Strategy: How they became a brand that rules India's automobile market

Learn about maruti suzuki's iconic marketing strategy and advertising campaigns. read how maruti suzuki's aces the 4ps of marketing mix - product, price, promotion & placement..

• overview#goto" data-overview-topic-param="production">Production
• overview#goto" data-overview-topic-param="maruti-suzuki-pricing-strategy">Maruti Suzuki Pricing Strategy
• overview#goto" data-overview-topic-param="maruti-suzuki-promotional-strategy">Maruti Suzuki Promotional Strategy
• overview#goto" data-overview-topic-param="maruti-suzuki-distribution-strategy">Maruti Suzuki Distribution Strategy
• overview#goto" data-overview-topic-param="maruti-suzuki-marketing-strategy">Maruti Suzuki Marketing Strategy
• overview#goto" data-overview-topic-param="key-takeaways">Key Takeaways

The Indian automobile industry is booming, and Maruti Suzuki, the country's leading automotive brand, has been at the forefront of setting trends for decades. Even today, despite the stiff competition in the automobile market and the COVID slowdown, Maruti Suzuki has secured an impressive market share.

While it may seem like the success of Maruti Suzuki took no effort, looking at their history shows how emotional connection and clever marketing made them what they are today.

Established in 1981 and headquartered in Delhi, Maruti Suzuki India Limited (MSIL) began as a joint venture between the Indian federal government and Suzuki Motor Corporation of Japan. Their first car model, the Maruti 800, was launched in the Indian market in 1983 to provide affordable mobility to people living in rural areas, and it quickly drove up the sales index for car ownership within India.

Image: Economic Times

In 2019, the Maruti Suzuki Swift won the Indian Car of the Year Award (ICOTY) , which is similar to the European Car of the Year award. Maruti Suzuki also received Gold recognition at the prestigious LACP 2020/21 Vision Awards for its Annual Integrated Report.

Maruti's market capitalization has grown nearly eightfold from Rs 34,430 crore in 2012 to over Rs 274,764 crore, a decade later. As of August 30, 2022, its share price has grown from Rs 1,139 to Rs 9,093.

Let's take a closer look at Maruti Suzuki's marketing mix to understand its production, pricing, advertising, and distribution strategies.

Maruti Suzuki has launched over 25 million vehicles since 1983 and sells a diverse range of products today, from hatchbacks to passenger cars and small cars to SUVs, sedans, and vans. The company plans to launch new models while its product line includes Maruti Alto, Maruti Swift, Maruti Gypsy, Wagon r, Celerio, Maruti Ciaz, S cross, and Maruti Omni. Its cars are segment leaders and priced competitively in most categories.

Image: Maruti Suzuki website

Image: Times of India

Over the years the company has very strongly been associated with small cars which have helped its competitors take a massive edge in the premium car segment.

Image: Forbes India

Their annual production capacity is 1.5 million and exports their cars to 100 global markets! Aiming to produce 20 lakh units in the current fiscal (FY23) , the company will increase production as semiconductor availability improves.

According to industry estimates, 276,000 passenger vehicles were dispatched to dealers in December - an 8.3% increase over 255,000 units sold in December 2018. As a result, overall volumes increased 23% to reach 3.79 million units in CY2022. As of 2018, the company sold 3.39 million passenger vehicles in the country.

Image: Ishan Raghava's Twitter

A customer profile has also been maintained. Customers for the brand range from middle to high-income groups, from those planning to switch from a 4-wheeler to a 2-wheeler to those considering a second car or luxury vehicle. It consists of customers between the ages of 22 and 60 and also business professionals looking for low-maintenance vehicles, and innovative and trending world-class cars with advanced safety features.

Maruti Suzuki also offers several services to its customers to promote the growth of its bottom line. These services include Maruti Suzuki Finance, Maruti Insurance , Maruti Suzuki True Value (used cars), Maruti Accessories, and Maruti Suzuki Driving School .

Maruti Suzuki Pricing Strategy

When it comes to pricing, Maruti Suzuki has always been a master of the game. Right from its inception, the company has strived to provide its customers with the best possible value for money. This has helped it become the most trusted and affordable brand in the Indian automobile industry.

The company's philosophy of 'Have to have it' is reflected in its pricing strategy as well. Maruti Suzuki believes in offering its products at the most competitive prices so that more and more people can experience the joy of owning a Maruti Suzuki car.

The company also offers attractive finance schemes and exchange offers which further sweeten the deal for buyers. All these factors make Maruti Suzuki cars extremely attractive propositions for Indian buyers looking for value-for-money vehicles.

Maruti Suzuki Promotional Strategy

Maruti Suzuki makes use of aggressive advertising and promotion to make sure that their brand stays top-of-mind for potential car buyers. They have invested heavily in television and print advertising over the years and this has helped them in targeting a wider audience.

One of the most important aspects of Maruti Suzuki marketing strategy is its focus on customer satisfaction. The company constantly strives to provide its customers with the best possible experience through its advertisements that often connects to the heart of its customers. This has helped them build a strong base of loyal customers who keep coming back to purchase more cars from the company.

Some of their popular Television commercials are 'Ghar aya Tyohar', 'Baleno: Made of mettle', and, 'S-Presso: Live it up to every adventure'.

Image: Economic Times Auto

https://youtu.be/Im7pyHj-AUs

https://youtu.be/ayfaCgCN15M

Maruti Suzuki also advertises in popular print media such as newspapers and magazines. They have used this medium to target specific segments such as women customers with their 'Rivals Wanted' campaign. Billboards, hoardings, and bus shelters are published extensively by the company to catch customers' attention on the move.

Social Media Marketing Strategy

Maruti Suzuki has a two-pronged social media marketing strategy that focuses on both its mass-market and premium segments.

The first part of Maruti's social media strategy is focused on its Maruti Suzuki Arena brand, which focuses on the showroom experience through technology, design, and Connected Experience. This division of Maruti uses social media to connect with potential customers and create an engaging showroom experience.

The other part of Maruti's social media strategy is focused on its Nexa brand, which solely focuses on the premium segment of the brand. Nexa uses social media to connect with luxury car buyers and create an exclusive online buying experience.

Influencer Marketing strategy

To connect with younger audiences, Maruti Suzuki has partnered with Ten Sports for the cricket rating property ‘Maruti Suzuki Cricket Ratings’.

The company has also roped in renowned Bollywood actor Ranveer Singh as its Nexa brand ambassador and Varun Dhawan as a part of the Arena project.

Image: NEXA

Additionally, MSIL came up with the #BeLimitless campaign in collaboration with individuals who have overcome great hardships in their lives, for example, Olympic and World Champion Mary Kom, Para-athlete Bhupendra Sharma, and corporate banker Vikas Dimri.

Content Marketing Strategy

Content marketing is a critical aspect of any successful marketing strategy, and Maruti Suzuki has used it effectively to engage audiences and increase their knowledge of the automotive industry. The company has published multiple blogs and posts on its website and platforms like Twitter, highlighting the benefits of owning a Maruti Suzuki car.

Image source: Social media

This content has helped educate users and show them the value that they would receive as customers of the company. In conclusion, the content marketing strategy of Maruti Suzuki has been instrumental in helping the company become a leading brand in India's automobile market.

Maruti Suzuki Distribution Strategy

Maruti Suzuki's distribution strategy plays a big role in its success. As a result of the Japanese work culture, they adopted simple practices like an open office, a common uniform and canteen, daily morning exercises, and quality circle teams.

Today, Maruti Suzuki has two advanced manufacturing facilities in India. Their Gurgaon plant is located over 300 acres while the Manesar facility covers 600 acres of the land facility in North India. This plant has three integrated plants with a total yearly car production capacity of 350,000 automobiles . However, thanks to various shop floor Kaizens, Maruti Suzuki can manufacture a massive 700,000 vehicles annually at their Gurgaon facility.

Image: TheIndianExpress

As per the Manesar facility is concerned, it was inaugurated in February 2007 at its Manesar facility to cater to the global ambitions of Suzuki Motor Corporation (SMC) and Maruti Suzuki India Limited (MSIL). At present, the plant produces World Strategic Models Swift, A-star & SX4, and Dzire. Several systems and mechanisms are built into the plant.

According to the latest news, Maruti Suzuki has decided to acquire land for its new manufacturing plant at Kharkhoda in Haryana, where it plans to invest Rs 11,000 crore in the first phase.

Maruti Suzuki Marketing Strategy: Analyzing Consumer Insights and Developing an Effective Campaign

Breaking down Maruti Suzuki marketing strategy, we see that the company is a mix of online and offline activities, focusing on building brand equity and creating a solid emotional connection with its customers. Now, let's unearth their secret sauce, their marketing campaigns !

"Kam se Kaam Banega" campaign

Indian consumers have always been price-conscious and looking for ways to save money. This is especially true when it comes to big-ticket items like cars. With fuel prices on the rise, fuel efficiency has become an important consideration for many car buyers. Maruti Suzuki's "Kam Se Kaam Banega" campaign taps into this need with its focus on fuel-efficient cars that don't sacrifice performance or safety.

The campaign has been very successful in raising awareness about Maruti Suzuki's fuel-efficient cars and their many benefits. It has also helped the company solidify its position as a market leader in the Indian automobile market.

People Technology Campaign

Over the past few years, Maruti Suzuki has been running a people's technology campaign to celebrate innovations and technologies that delight its customers.

Some of the innovative technologies that Maruti Suzuki has introduced in recent years include auto-folding mirrors, auto headlamps, keyless entry, push-button start, and many more. These features have not only made driving safer and more convenient for customers but have also helped to increase the resale value of Maruti Suzuki vehicles.

Watch the Ad film here: https://youtu.be/RlfcyJs94ns

'Kitna Deti Hai' campaign

This one has been extremely successful in creating a strong brand recall for Maruti Suzuki. The ad has multiple versions and shows how people are introduced to Yatch, Jetlines, and even Juno the spacecraft, but the Indian audience would still be asking the one ultimate punchline every time, "Kitna deti hai" (How much does it give?)

Watch the Ad Film here: https://youtu.be/aeIuFqhC7rE

This shows the Indian obsession with the value for money received from a product/service. In the case of cars, this refers to the mileage of the cars! This way the ad has also helped to create a strong emotional connection with the target audience by tapping into their day-to-day lives and aspirations.

"Petrol Khatam he ni Hunda"

The art director of the campaign was Candy aka Arvind Pal Singh from the magic mushroom . He came up with the idea of a kid chasing a toy car and after enough brainstorming, the team came up with the line, "Papa ki karan, petrol khatam ni hunda" (what to do, petrol never ends). This eventually turned into becoming an iconic Maruti Suzuki Ad campaign.

Watch the Ad Film here: https://youtu.be/RjhWCqTUbf8

All these factors come together to create a powerful marketing mix that has helped make Maruti Suzuki the dominant player in India's automotive market.

Key Takeaways from Maruti Suzuki marketing strategy for Entrepreneurs

By understanding and applying these strategies, entrepreneurs can create a successful business model and capture more customers. Here are some key takeaways for entrepreneurs:

The power of a strong brand identity

A key element of Maruti Suzuki's success has been its ability to build a strong brand identity in the minds of Indian consumers. From their catchy slogan "The Great Indian Road Trip" to their use of bright colors and friendly mascots, they have created an image that is synonymous with quality and affordability.

Understanding your target market

Another important aspect of Maruti Suzuki's marketing strategy has been its understanding of the Indian market. They have tailor-made their products and advertising to appeal to the needs and wants of Indian consumers. For example, they offer easy financing options and affordable maintenance plans to make their cars more accessible to the average Indian buyer.

Building a strong dealership network

Another key strength of Maruti Suzuki has been its vast dealership network across India. This has allowed them to reach out to more customers and offer better after-sales service. It also helps create a sense of trust and loyalty among customers who know they can rely on their local dealer for support.

Constantly innovating: Product Enhancing

Maruti Suzuki has also kept up with the times by constantly innovating their products and services. For example, they were one of the first automakers in India to offer factory-fitted CNG kits in some of their cars. This allowed them to capture a wider market share since CNG is an affordable and efficient fuel option for Indian drivers.

In conclusion, Maruti Suzuki's marketing mix can be considered one of the most effective strategies in the Indian automobile industry. Its unconventional approach to advertising and its well thought innovation has proved immensely successful in establishing itself as the nation’s top car manufacturer.

With great attention to consumer needs, innovative product launches, and creative campaign executions, Maruti Suzuki has conquered millions of hearts across India. It continues to dominate the auto market by offering cost-effective vehicles that are reliable, efficient, and technologically up-to-date.

For more insights into the automobile industry, we recommend you check out our marketing strategy case study for Ola on how they built their cab marketplace.

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Marketing Strategy of Maruti Suzuki

October 6, 2018 | By Hitesh Bhasin | Filed Under: Brand Strategies

Founded in 1983 as a joint venture between Government of India and Suzuki Motor Corporation, Japan , with a motto of motorizing India, Maruti Suzuki India (MSI) is currently a leading manufacturer of four-wheelers in India.

Initially, the company started with Government of India holding major stakes of the company. As of present Government has disinvested its stakes in the company completely handing it over to Suzuki Motor Corporation. With its two manufacturing units located at Gurugram and Manesar, both south of Delhi Maruti Suzuki employs more than 75,000 employees .

Table of Contents

Segmentation, targeting, positioning in the Marketing strategy of Maruti Suzuki –

Having the wide range of models in almost every segment of the automobile market . Maruti Suzuki offers 16 brands and 150 variants spanning across all segments consisting of Maruti 800, Maruti Zen EstiloMaruti Omni, Maruti Alto, Maruti Versa, Maruti Gypsy, Maruti A Star, Maruti Wagon R, Maruti Swift , Maruti SX4, Maruti Kizashi, Maruti Eeco, Maruti Ertiga, Maruti Grand Vitara. Thus serving the diverse range of customers. Brand product strategy focuses on catering to the needs of almost all the segments from the middle class to high class.

With cars in the economy segment, mid-range segment luxury and super premium segment Target group for the brand includes anyone above 4 Lakh p.a. salary, people looking to switch from 2-wheeler to 4-wheeler, millennials employed as professionals and managers. The middle class, Upper middle class, High class, and Affluent class the age bracket of 21-65 years comprises of its target group.

MSI positions all its16 brands in almost as many ways to serve different wants and desires of consumers such as:

Alto – Let’s go- Positioned as India’s most fuel efficient car which can be afforded by lower income groups as well.

Wagon R – Inspired Engineering- Positioned as a brand which goes well with people who want to lead economic and interesting lifestyle, reflect confidence and have the multifaceted personality.

Swift – You’re the fuel – Positioned as the car with style, modern looks, and young attitude .

Swift Dzire – The heart car- Positioned as an entry-level sedan for the aspirational class.

SX4 – Men are Back – Positioned as the powerful car for men.

Ertiga – “A Feeling called LUV” – Life Utility Vehicle – Positioned as a compact seven-seater, one which will have a small footprint and a tight turning radius.

Marketing mix – Here is the  Marketing Mix of Maruti Suzuki

SWOT analysis – Here is the  SWOT Analysis of Maruti Suzuki

Mission  – With no mission statement mentioned as such, still brands mission since its inception has been “To motorize the country”.

Vision – “The Leader in the Indian Automobile Industry , creating customer Delight and Shareholder’s wealth; A pride of India” Core Values of MUL

• Customer Obsession
• Fast, Flexible and First Mover
• Innovation and Creativity
• Networking and Partnership
• Openness and Learning

Tagline- “ Way of Life”

Competitive advantage in the Marketing strategy of Maruti Suzuki –

With over 30 years of presence in the country, there’s a brand trust among the customers. Also With two manufacturing unit in the country, one in Gurugram and Manesar gives the brand edge over its competitors.

Factors which sets apart Maruti Suzuki from its competitors include

• The Quality Advantage
• Brand Trust- A Buying Experience Like No other
• Quality Service Across 1036 Cities
• The Low cost of Maintenance Advantage
• Lowest Cost of Ownership
• Technological Advantage

MSF continues its strong domination both in Indian market and in exports as well with the company selling over 1.64 million vehicles to bring its  market share close to 50% in the domestic market and exporting 4-wheelers to over 125 countries globally to become the largest passenger cars exporter from India last year, dethroning Hyundai Motors India Ltd. which now stands fourth after Volkswagen and General Motors .

The company exported 57,300 units in the April-September period last year with a growth of 6% from 54,008 unit a year ago. MSI has also not only managed to sustain its huge sales numbers but has also increased its market share both in the urban and rural market.

BCG Matrix in the Marketing strategy of Maruti Suzuki –

With most of the brands of MSI are popular among customers and are preferred over the rivals in the same segment because of low maintenance cost thus Brands like Celerio, Alto, Alto K10, Eeco, Vitara Brezza, Baleno, Ignis, S-Cross, Ertiga

The brand continues to hold high market share in their segments and thus feature as Stars for the company.

While Swift, Swift Dzire and Wagon R have been the Cash Cow for the company in their respective segment. While Ciaz as a brand hasn’t been able to make a mark in Sedan segment and Gypsy along with Omni have lost their market share over the years thus all three continues to a question mark for the company.

Some of the brands like Zen Estilo, Versa, SX4, A-Star over the years started to appear in Dog segment and has thus been discontinued by the company in the last couple of years.

Distribution strategy in the Marketing strategy of Maruti Suzuki –

With its two manufacturing units having a combined production capacity of 14,50,000 vehicles annually Maruti Suzuki has a strong dealer network as well to complement with. Maruti Suzuki, in fact, has been one of the very first company in the country to realize the importance of after-sales service in high involvement product like cars.

The company has the largest distribution and after-sales service network comprising of over 400 sales showrooms, 1900 Authorized Service Stations spanning across over 1190 cities, 30 Express Service Stations on 30 National Highways across 1,314 cities and over 600 dealer workshops which are unparalleled in the country.

The company also has 280 Nexa showrooms exclusively for premium car segment. To increase customer touch points in the rural parts of the country where setting up of the complete dealership was very difficult company has opened extension counters which are operated by some dealer in the city.

Brand equity in the Marketing strategy of Maruti Suzuki –

Maruti Suzuki has managed to break into global Top 10 brand chart for the auto sector, where it stands at 9 th most valuable auto brand in the world just ahead of Volkswagen and behind Tesla .

In addition to this Maruti Suzuki India is ranked 99 th   and 71 st on Forbes World’s Most Innovative Companies list and Top Regarded Companies list of 2018. The brand also features at 366 on Global 2000 companies of Forbes 2018.

Competitive analysis in the Marketing strategy of Maruti Suzuki –

With the Automotive market in India appears to be a red ocean market with the present lot of National and International players companies like Hyundai, Fiat , Tata Motors , Mahindra, Honda & Toyota are giving a stiff competition to the brand with everyone biting upon each other’s market share.

Maruti Suzuki over the years has very strongly been associated with small cars which have helped its competitors take a massive edge in the premium car segment. People buying entry-level cars are very different from the ones preferring premium vehicles as Premium is not just price but also feel and features for the customers.

Maruti Suzuki is a company with such a widespread product portfolio in 2015 decided to launch Nexa to keep its premium brands which in past have failed to reach the deserved heights like Kizashi, SX4, Baleno etc. The launch of Nexa for the company is a step to increase market share in premium car segment through re- branding . Nexa now has 280 showrooms in the country and has already sold 3,00,000 vehicles and is expecting to sell 3,00,000 more vehicles this fiscal year.

Market analysis in the Marketing strategy of Maruti Suzuki –

Maruti Suzuki achieved a market share of 50%in the passenger vehicles segment for the first time ever in 2017-18 with its utility vehicle sales outpacing that of its rivals. Company for the first time in its over three decades of history sold more than 1.5 million units with the figures reaching 1.65 million sales were 14% more than it was a year before.

With Hyundai Motors deciding to stop selling Santro and customers dwindling preference for TATA Nano has also helped the company in small-car space. Maruti Suzuki India hopes to retain the top spot in utility vehicles segment for the fiscal year 2019 with the company planning to launch its all-new Ertiga this year andBrezzawith its popularity among consumers continues to drive sales in volumes.

Customer analysis in the Marketing strategy of Maruti Suzuki –

Customer profile for the brand includes middle to high-income groups ranging from the ones who are looking to switch from 4-wheeler to 2- wheeler to those who are planning to buy the second car or a luxury car for their family. Thus, it includes customers in the age bracket of 22-60 year and also high business professionals who are looking for low maintenance or innovative and trending world-class vehicles with advanced safety features.

Promotional strategy in the Marketing strategy of Maruti Suzuki –

Maruti Suzuki carries out its promotional strategy in 2 ways:

Above the line (ATL)

• Newspaper print ads (advertisements in newspapers by local dealers)
• Advertisements in magazines

Below the line (BTL) Promotions includes:

• Corporate display activities
• Exchange fair or Melas
• Loan and Rural Fair,

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Hitesh Bhasin is the CEO of Marketing91 and has over a decade of experience in the marketing field. He is an accomplished author of thousands of insightful articles, including in-depth analyses of brands and companies. Holding an MBA in Marketing, Hitesh manages several offline ventures, where he applies all the concepts of Marketing that he writes about.

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MARKETING STRATEGIES OF MARUTI SUZUKI

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• Create Date 1 May 2024
• Last Updated 1 May 2024

       LIZA

       GALGOTIAS UNIVERSITY

Maruti Suzuki, a leading player in the Indian automotive industry, employs a comprehensive set of marketing strategies to maintain its competitive edge and meet the evolving needs of its customers. Central to its approach is the meticulous segmentation of the market, enabling the company to identify and target specific customer segments effectively. Through continuous product innovation and differentiation, Maruti Suzuki ensures its offerings remain relevant and desirable in the market. This involves introducing new models, integrating advanced technology, and enhancing features to align with customer preferences and market trends. Furthermore, Maruti Suzuki has successfully established a strong brand image characterized by reliability, affordability, and customer-centricity. This positioning is consistently reinforced through its marketing efforts, resonating with consumers and fostering brand loyalty. Efficient management of its extensive distribution network, comprising dealerships, service centers, and online platforms, ensures broad market reach and accessibility across diverse geographical locations. Maruti Suzuki's promotional activities, including advertising, sponsorships, events, and digital marketing, play a vital role in creating brand awareness and driving sales. Moreover, the company places significant emphasis on customer engagement and satisfaction, offering exemplary after-sales service and implementing loyalty programs to foster long-term relationships. In recent years, Maruti Suzuki has also embraced sustainability and corporate social responsibility initiatives, aligning with consumer expectations and societal values. By integrating these elements into its marketing strategies, Maruti Suzuki aims not only to drive sales but also to build enduring brand equity and fulfil its corporate responsibilities.

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