MARKETING PLAN

MARUTI SUZUKI - FOXY LADY

PRESENTED BY
(Group No. 13, MFM:2012-15)

Jitendra Garg - 219

Shrikar Dhamankar - 215
Parth Badiany - 203
Anil Salgaonkar - 260
Bloscher D’mello - 216
Raju Ghosh - 220
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 Introduction

• Foxy lady is especially crafted for women

• Launch on 8th Mar’13
• Variants - Petrol only
• Hatch back car with the seating capacity of 4
• The engine capacity is 1000cc
• Initial launch only in urban India

N. L. Dalmia Institute of
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 Why “Foxy Lady” car?

• It satisfies the female gratification

• Specially designed and customized for women
• Offers a convenient and reliable ride
• Enhanced safety features
• Compact and easy to handle with
• Offers a feel of luxury
• Driving it is simply superb

N. L. Dalmia Institute of
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Market scenario of passenger cars
• Market share & Total sales 2012
GM, 3.20% Ford, 2.40%
Honda, 4.20%
Mahindra, 1.80%
Others, 2.90%

Tata Motors,
Maruti, 47.30% 12.70%

Hyundai, 25.50%

N. L. Dalmia Institute of
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Growth in passenger car sales

30%

25%
20% 25% 26%
20% 20% 24%
15%
10%
10%

5%

0%
2007
2008
2009
2010
2011
2012

N. L. Dalmia Institute of
Management Studies & Research
India: Working population
Millions
1200

1100 1143

1034
1000

900

800
790
Growing labour
700 force in India
+31%

600

500

400
1970 1990 2010 Year 2030 2050 2070
N. L. Dalmia Institute of
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 Target segment

Total Women In India 2012 Women In Urban India

( Mn ) (Mn)
57.55

282.09 Urban Working

304.38
Rural non-Working
224.55

Working Urban Indian Women ( Mn )

40.00

30.00

20.00 31.13
18.99
10.00
4.60 2.82
0.00
Labour force Employed in Senior mgmt in Board of directors
organisations organisations

N. L. Dalmia Institute of
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 Product segmentation

• Price : Rs. 4-6 L

• Seating capacity : 4 seater
• Size : Hatchback
• Fuel type : Petrol

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 Major expected competitors

• Hyundai Motors India Limited

• Tata Motors
• Mahindra & Mahindra
• Toyota
• Ford

N. L. Dalmia Institute of
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 Porter’s five forces
Threat of new entrants
(Moderate)

Industry competitors
Bargaining power Bargaining power
of suppliers of buyers
(Medium) (Very low)
Rivalry among existing players
(Low)

Threat of substitutes
(Low)
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 Product life cycle
700 0

Sales
600 0

500 0

400 0

300 0

200 0

100 0

Year
0

2013 Introduction 2014 Growth 2015 Maturity 2016 2017

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 SWOT analysis

STRENGTH
• Well developed sales and service network
• Strong customer base and brand image
• Unique product
• Specially designed for targeted segment

N. L. Dalmia Institute of
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 SWOT analysis

WEAKNESS
• Other segments can’t be served
• May affect sale of other car models

N. L. Dalmia Institute of
Management Studies & Research
 SWOT analysis

OPPORTUNITY
• Untapped market available
• Enhancing the existing brand value
• Product range for entire household

N. L. Dalmia Institute of
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 SWOT analysis

THREAT
• Possibility of new entrants
• Dependency on fuel prices
• Increase in traffic congestion

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 BCG matrix
In 2 years
STARS QUESTION MARKS

Swift Foxy Lady

Swift Dzire
CASH COWS DOGS

Alto SX4
Wagon-R Omni

N. L. Dalmia Institute of
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 Porter’s generic strategy

Cost leadership
• Investment in state of the art technology
• Common engine technology shared between
different product lines
• Just-in-time supply logistics
• Kaizen for improving in-house capabilities

N. L. Dalmia Institute of
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 Porter’s generic strategy

Differentiation
• Innovation in product features
• Unique product for a specific segment
• Use of brand name and improving it continuously
• Use of highly fuel efficient and technologically
advanced engine
• Huge network of service centers for achieving
“360 degrees customer experience”
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 4 P’s

PRODUCT
• Specially designed car for ladies
• Additional safety features
• Classic feminine look with a range of vivacious
interiors
• Compact and easy to handle with

N. L. Dalmia Institute of
Management Studies & Research
 4 P’s

PRODUCT
• Special features in place for the lady driver –
Adjustable raised driver seat
Bluetooth connectivity
Parking guide display
Vanity box
Large boot space
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 4 P’s

PRODUCT
• Special features …(contd.) –
Automatic gear shift
Tubeless tyres with puncture endurance
Hydraulic jack
Big rear-view mirror
Child seat and child lock
Adjustable steering
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 4 P’s

PLACE
• Target customer in urban India
• Metro cities
• Tier-2 cities
• Target customer profile
• Working ladies
• Medium to high income group
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 4 P’s

PLACE
• Marketing channel
Manufacturer Distributor Customer

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 4 P’s

PROMOTION
• Brand ambassador
• Advertisements in newspapers
• Advertisements on television
• Hoardings at prominent places in cities
• Sponsoring women oriented events
• PR events at dealers and service centers
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 4 P’s

PRICE
• Pricing objective – to maintain cost leadership
• Pricing method – Skimming
• Price per car at launch – Rs. 5L
• Focus on small market segment to avoid
competition
• Targeting customers who can support
skimmed pricing
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 Financial Projections
Amount in Rs. Crore
Particular 2013-14 2014-15 2015-16
No. of units 78000 105300 147420
Price Per unit. 0.05 0.05 0.05
Sales Turnover 3,900.00 5,265.00 7,371.00
Excise Duty -390.00 -526.50 -737.10
NET SALES 3,510.00 4,738.50 6,633.90
Growth Rate 35% 40%
Expenses
Manufacturing Expenses 2,527.20 3,080.03 3,980.34
Personnel Expenses 61.43 70.64 81.23
Selling Expenses 170.20 80.00 40.00
Administrative Expenses 52.65 60.55 69.63
TOTAL EXPENDITURE 2,811.48 3,291.21 4,171.20
Operating Profit (EBIDTA) 698.53 1,447.29 2,462.70
Op. profit as % of Sales 20% 31% 37%
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 Break-even Point
3000

2500
Amount in Rs. Crore

2000

1500

22562 units
1000

500

0
5K 10K 15K 20K 25K 30K 35K 40K 45K 50K 55K
Revenue 250 500 750 1000 1250 1500 1750 2000 2250 2500 2750
Cost 464 653 833 1013 1193 1373 1553 1733 1913 2093 2273
Fixed Cost 284 284 284 284 284 284 284 284 284 284 284

N. L. Dalmia Institute of
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 N. L. Dalmia Institute of
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