Market Expansion Strategies of Maruti Udyog

Presented By : Swati Midha 11bsp1897 Samreen Rauf 11bsp Himanshu Jain 11bsp Mahendra soni Asheesh
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The changing Auto Industry

After year 2000,(and 2003 to be more precise)
there was a change in automobile market which where due to-

1. The government has reduced regulation on the industry and more foreign players were invited. 2. Banks and other financing companies started providing car loans at reasonable interest rate

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Maruti 800 Change your Life

The Maruti 800, has gone beyond just a car, it
has actually changed the lives and lifestyles of countless people, by bringing the joy of motoring to millions across the length and breadth of the country

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Impacts
The Indian consumer now started buying the midsize cars rather than small cars ,the luxury cars also gained popularity,SUVs also started coming in the market. ,the small cars were not considered to be luxury item any more.

The increasing level of income of urban people

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Response of Maruti
To gain back its lost share Maruti
launched Zen ,Alto and WagonR.These small segment car gained huge response for consumers. policy to promote them like announcing Zen as the worlds car. emphasize its reliability

Maruti also launched aggressive promotional

Maruti also made a slogan count on us.To In 2003 maruti came up with change your life
campaign ,it provided vehicle insurance at just Rs 1 to attract the customers.
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advertisment such as of Alto in which a small

Launch of new variants and models

costs and competition

Marketing Strategies of Maruti

Aimed to make its plant more effective ,cut down Launch of New Alto Lxi Fresh and new M-800 Launch of cars with improved technology. Hatchback model Swift Pricing of M-800 lower than Hyndais Getz Bunty and Babli
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 Increase dealer Profitability Change your Life campaign Televison Campaigns 2599 offer Teacher Plus Scheme Maruti True Value

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Indian Automobile Industry

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MULs Major Competitors in India

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 Major Fault : The MUL depended more on its

M800 model, so when in late 1990s the new players like when Matiz, Santro and Indica came into the market with more space and better comfort ,at same price, then Maruti lost a major share of market.

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Marutis Current Problem

Maruti Suzuki is far behind in luxury and SUV car
,the other player like GM,TATA,Mahindra ,Mitsubhisi and Toyota are already established in the market ,so replacing them would not be easy. its Best customer satisfaction car to keep an psychological impact on costumers.

MUL has been now emphasizing consistently on

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Promotion
Advertisements targeting different segments Promotional offers through out the years Psychographics is used :
Wagon-R : Smarter people (executives) Omni : People who need to transport goods Alto : Small car : small family

Zen Estillo : Young trendy people

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