BMW Group uses mono-segment type of positioning and accordingly, the company makes an

appeal to a single customer segment. BMW Group product portfolio only comprises
expensive vehicles at a premium level and the company does not have budget vehicles in its
portfolio to target individuals and households with a smaller budget
Type of Segmentation
BMW Group target segment
segmentation criteria

BMW MINI Rolls-Royce

Region Domestic/international Domestic/international Domestic/international

Geog-raphic

Density Urban/rural Urban Urban

Age 20-65 25-45 40+

Gender Males & Females Males & Females Males & Females

Bachelor StageNewly
MarriedCouples

Full Nest I
Full Nest IIFull Nest
Full Nest II Bachelor StageNewly IIIEmpty Nest I
Demog-raphic MarriedCouples
Life-cycle stage Full Nest III Empty Nest II
Full Nest I
Empty Nest I Solitary Survivor I

Empty Nest II Solitary Survivor II

Solitary Survivor I

Solitary Survivor II

Income High High High

Professionals &
Occupation Professionals & executives Professionals & executives
executives

Hard core loyalists core Soft core loyals

Degree of loyalty Hard core loyal
loyal Switchers Switchers
Behavi-oral
Reliability Sense of
ReliabilitySense of ReliabilitySense of
Benefits sought achievement Expression of
achievementSpeed achievementSpeed
high status
 Personality Determined and ambitious Easy-going Determined and ambitious

potential users, first-time first-time users regular

User status non-users regular users
users users

Social class Middle class Upper class Middle class Upper class
Psychographic
Lifestyle[1] AspirerSucceeder Explorer Reformer Resigned
Maruti Suzuki India Limited is a leading manufacturer of passenger vehicles in India.
Lovingly referred to as the peoples car maker, over the past three decades Maruti Suzuki has
changed the way people in India commute and travel. Over three decades, Maruti Suzuki has
won the hearts of customers through high quality products and services. Today due to
innovative marketing strategies Maruti Suzuki India Limited has become the leading car
manufacturers in India. In previous days, when the Indian automobile market was dominated
by Ambassador & Premier Padmini, Maruti Suzuki India Limited entered into Indian
automobile sector with different strategy. The strategy of the company was to offer a
compact, modern and fuel efficient car. Maruti released its first Maruti 800 on 14 December
1983 to fulfill the needs of Indian customers. Since 1983 till date Maruti Suzuki gradually
offered several choices to the customer. With an object to face competition, Maruti Suzuki
started restructuring exercise. As a part of strategy the company focused on improving its
operational efficiency by upgrading manufacturing using innovative manufacturing
techniques, increasing capacity, using information technology in manufacturing, continuous
eye on launching of new and innovative products at regular intervals along with venturing
into other related businesses like car finance, insurance. Realizing the potential of the used
car market, Maruti Suzuki established Maruti True Value in 2001. As a part of competitive
strategy, Maruti Suzuki broadened its product portfolio and expanded its sales and service
network to reach all over India. With increasing competition, Maruti Suzuki decided to cater
to all the segments of the Indian car market. The company not only launched new models but
also upgraded its existing models drastically. Market segmentation is the vital step in
marketing strategy. Considering the growing demand for passenger cars from various
segments, Maruti Suzuki offers cars for different segments- like the small, the less costly
Maruti 800, Maruti Omni, the middle level Maruti Zen, Swift and the higher level Swift
Dzire, SX4 to Sports Utility Vehicle Grand Vitara. Maruti knew that the strategy of
segmentation allows companies to avoid head-on competition in the market by differentiating
their product offerings, not only on the basis of price but also through styling, packaging,
promotional appeal, distribution methods and superior service. Initially, the policies adopted
by Maruti Suzuki in the area of marketing and sales was based on the Japanese experience
but modified to suit Indian conditions. 19 With the changing needs, wants & requirements of
customers and markets, Maruti Suzuki is altering its brand positioning, advertising and
promotional strategy. Maruti Suzukis marketing strategy is based on meetings the
customers needs, and simultaneously keeping ahead of the global competition from
companies like Hyundai, General Motors, Mahindra etc.

Almost every class of people can afford cars made by maruti.

Middle class
Maruti uses differentiated marketing because it provide: -
1 Sales maximization.
2. Recognition as a specialist.
3. Diversification.
Differentiated marketing can be achieved without involvement in the majority fallacy.
Enables maruti to reach different consumers, offers a degree of exclusivity, allows orders to
be concentrated, and encourages private labels.
Total profits increases as the number of segments serviced increases.
It balance revenues obtained from selling to multiple segments against the costs.
Here in maruti easily maintain product distinctiveness in each consumer segment and to
guard its image.
By using this stratezie maruti had targeted each and every class of people. Excepting people
who follow in a very high class like the one who can easily afford cars like Mercedes, Audi,
bmw and Lexus.
For middle class people maruti launched cars, ike :-
800 (Launched 1983)
Omni (Launched 1984)
Gypsy (Launched 1985)
WagonR (Launched 2002)
Alto (Launched 2000)
For upper middle class, cars like:-
Swift (Launched 2005),Estilo (Launched 2009)
SX4 (Launched 2007)
Swift DZire (Launched 2008)
A-star (Launched 2008)
Ritz (Launched 2009), Eeco (Launched 2010)
Maruti New Wagon R (Launched 2010)
Maruti Altok10high labour productivity