Maruti 800

Aims of maruti suzu

I think, we should reach 8 lakh units sales in this fiscal and that is our target. This will be a growth of over 10 per cent compared with last fiscal," Maruti Suzuki India (MSI) Managing Director and CEO Shinzo Nakanishi told reporters. The company had sold over 7.22 lakh vehicles in the domestic market in 2008-09.

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Idea Generation Improvement in800 Product Specification Product Features SWOT STP Pricing Promotion Post purchase service bibliography

800: Specifications
Looks: The snub-nosed car keeps in the tradition of the Fiat 500, Nissan

Micra and the Smart. Dimensions: 3.1 metres (10.23 feet) long, 1.5 metres wide and 1.6 metres high. Can seat four to five people Engine: A three cylinder 796 cc, 37 horsepower rear mounted, all iron, multi-point fuel injection petrol engine can power the car to top speeds of 140 kilometers per hour (65 miles per hour). Fuel Efficiency: 18 kilometers per liter, or 50 miles per gallon is claimed. Pollution: Exceeds Indian regulatory requirements and can meet strict Euro IV emission standards. In terms of overall pollutants, Tata says the car is better than two-wheelers manufactured in India currently

specification
Safety: Car exceeds current regulatory requirements with a strong passenger

compartment, crumple zones, intrusion resistant doors, seat belts, strong seats and anchorage. Nearest Domestic Car Rival: TATA Naon , part of INDIA-owned Ratan tata stable whose base model sells for about 4,000 dollars -- nearly double the price of the Nano Nearest International Rival: China's Cherry QQ which retails for 3,600 dollars. Market: India's car market is a huge draw because car penetration is just seven per 1,000 people, compared to 550 per 1,000 in such countries as Germany or 476 in France, according to the Society of Indian Automobiles.

Product Features
Length:- 3.3 mtr Wide:- 1.5 mtr Height:- 1.5 mtr Weight:- 735 Kg Mileage:- 17.5 Kmpl Fuel tank:- 17 Ltr Engine:- 800 cc Top speed:-140-150 Kph Ground clearance:- 180 mm Gear box:- 4-speed or 5speed

COMPARISON TO ITS NEAREST RIVALS

Brand MARUTI Model 800 Variant BASIC Engine cylinder 3 CC 796 power 37 AC NO Price (Lakhs) 1.86

TATA

NANO

BASIC

624

35

NO

1.3

TATA

INDICA

XETA GLE

1193

65.3

YES

2.82

HYUNDAI

SANTRO

GL

1086

62

NO

2.21

CHEVROLET

SPARK

STANDARD

995

63

YES

2.61

STP

Segmentation :Variable Used Geographic: rural and urban Demographic: family size & income. Behavioral: benefit & user status. Target Market: Executive two wheeler segment, second hand car user, auto rickshaw market, middle and lower income group people. Positioning: MARUTI intending to place in the mind of the consumers as a peoples car. Strategic options: Undifferentiated marketing.

SWOT analysis
STRENGTH Price, mileage, style, brand name, all weather vehicle, first innovation.

WEAKNESS

Fiber body, low suspension power, low engine capacity, light vehicle, not suitable for hilly areas.

OPPORTUNITY Bikers can be motivated, auto rickshaw & second hand market can be motivated. THREAT Other competitors (Bajaj, Tata , Tara tiny) not eco-friendly, Govt. may come

PRICING STRATEGY

Though the one lakh price tag is not fixed by TATA group, it was the word of mouth of people which fixed that range. This expectation of people creates a big challenge for the company. To accept this challenge the following strategies are followed: Target costing method Penetration pricing Low pricing policy with minimum profit margin.

Promotion activities
Enough use of one of the most important element of

promotion mix , publicity reduces the necessity of other promotional devices for nano. Nano got publicity in the following ways:Publicity as One lakh car by mouth to mouth. Auto expo 2008,New Delhi & Geneva Publicity through print & electronic media Singur violation.

promotion activities.
For other type of promotional activities ,cost factor that is 1

lakh price tag is to be keep in mind, TATA is going to launch its nano mobile for indicom user, nano watches , nano T-shirts available in Westside stores . Advertising:- TV & other mass media will be less effective, thus too much money will not be invested in this regard . Mainly word of mouth advertising will get more emphasis. Internet will be a major media for advertising.

promotion activities.
Online buzz:-Nano has gone beyond the traditional methods

of advertising and promotion online . Social Media communities:Official Orkut community Members - 6,906. Official Facebook Group Fans - 4,210 Highest View Count on You Tube- 303,006 (it was just under 3,00,000 when I began writing this post) No. of Blog Posts - 61,664 TATA have a blog on the official website where they have been discussing quite interesting topics and generally maintaining an active community.

distribution
So far we know MARUTI SUZUKI its business has been

extended to the overseas i.e. to the Europe, Africa, U.S & Australia. Hence it has n-number of showrooms in India & outside of India. The exclusive showrooms are the best distribution channels for MARUTI SUZUKI itself.

Post purchase service

As Tata is going to provide this car with rupees one lakh only,

so it may not give the same service like its other vehicles. But its post purchase services will be better than a costlier bike. Customers may get minimum three services from Tata in any of its servicing center, all over the country. We the future customers, can also hope for additional services from TATA group.

How marutu improving

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INTRODUCTION