Maruti Suzuki Brand Audit

Submitted To:- Submitted By:-

Prof. Prakash Pandit Chirag Mutreja
18BSP0277
 ABSTRACT:-
The brand audit report is for Maruti Suzuki. The purpose of doing this is to evaluate the brand
equity of Maruti Suzuki , both from the customer’s and firm’s perspective. As the brand equity
is based on brand knowledge the brand audit is carried out through a survey designed to
measure two components of brand knowledge; namely brand awareness and brand image. In
conclusion, it was found that the consumer can recall Maruti Suzuki and they do recognize the
brand. They also see Maruti Suzuki as a brand that represents quality, expensive and exclusive
and is unique when compared to other brands such as Hyundai. This result will hopefully be
able to set the strategic direction for the Maruti Suzuki brand.

INTRODUCTION:-
Maruti Suzuki India Limited, formerly known as Maruti Udyog Limited, is an automobile
manufacturer in India. It is a 56.21% owned subsidiary of the Japanese car and motorcycle
manufacturer Suzuki Motor Corporation. As of July 2018, it had a market share of 53% of the
Indian passenger car market. Maruti Suzuki manufactures and sells popular cars such as
the Ciaz, Ertiga, Wagon R, Alto K10 and Alto 800, Swift, Celerio, Swift Dzire, Baleno
RS, Omni, Eeco, Ignis, S-Cross, Vitara Brezza and newly launched S-Presso small SUV. The
company is headquartered at New Delhi. In May 2015, the company produced its fifteen
millionth vehicle in India, a Swift Dzire.

VISION & MISSION:-

To be a leader in the Indian automobile industry creating customer delight and shareholder
wealth, A pride of India.

Analysis - Maruti’s vision statement coveys’ a picture of what the future looks like, it has a
desirable appeal “creating customer delight and shareholder wealth”, it is also distinctive
being “a pride of India”. The statement is also focused and clear “to be a leader in the
automobile industry”.
TARGET MARKET:-
1. Demographic Segmentation:
Targets women and men aged 25-50 with average income group.

2. Psychographic Segmentation:
a) Lifestyle and motives to further identify their target market.
b) It targets middle class people.
c) Company also has sports oriented cars.
3. Usage Segmentation:
a) Target heavy, medium and low product users.
b) Buyer information, seasonal catalogues, invitations, repeating purchase.

COMPETITIVE STRATEGY:
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.
BRAND POSTIONING:

POINTS OF PARITY & DIFFERENCE:

Points Of Parity Points Of Difference

Renowned Brand Image Design and style
 Powerful and modern. .

Astounding Materials and Fine Cost of ownership

Craftsmanship
 Feature packed
Distribution Channels Value for money and sporty
 Uses best distribution channels to sell
their products.
Bespoke Services Service network
 Spacious, fuel efficient.
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.

1. BRAND ASSOCIATION:-
Respondents think that the strongest association with maruti suzuki is: followed by
classy, fashionable, good in quality, exclusiveness, durability and lastly powerful.

2. BRAND UNIQUENESS:-
Respondents think that is the most unique characteristics brand trust , followed by the
design exclusiveness, good quality, lastly how fashionable it is.

3. BRAND REPUTATION:-
Most of the respondents (77.5%) think that it has good reputation, some of them
(22.45%) think that it belongs to the medium, and none of them think that it has low
reputation.
 SWOT ANALYSIS:-

BRAND AUDIT:-
FUTURE STRATEGIES-
With the most ambitious plan ever in the history of Indian automotive sector, the
union government very recently announced its intentions to encourage emission-free
vehicles and promote the sales of electric cars. As per this policy, the government was
initially planning to target 100% electric cars on Indian roads by 2030. Though this
ambitious target was scaled down to 30% later, it is still a big hurdle for several Indian
companies which are reluctant to spend on research and development. However,
Maruti Suzuki seems one step ahead of its rivals as it has announced a wide range of
plans to expand its production facilities across the country as well as to invest further
in developing indigenous technologies.

According to Knappily.com, the company allocated a whopping $1.5 billion for

research and development of hybrid engines, advanced alternative technologies etc.
Similarly, to accommodate the needs of changing times, the company even created a
department exclusively dedicated to developing electric vehicles.

Being the market leader which boasts of more than 50% of market share, Maruti
seems to be determined to maintain this dominance. Its decision to expand production,
invest in developing new and hybrid technologies etc. all points to this motive. The
coming years will prove whether Maruti will be able to deliver what it speaks of.