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Case Study On : Maruti Udyog Limited and Its Marketing Strategies

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CASE STUDY ON …

MARUTI UDYOG LIMITED AND ITS


MARKETING STRATEGIES….

BY SUBRAT RANJAN DEBATA


PGDM 1ST YEAR
CONTENTS
 BRIEFINGS OF THE CASE STUDY

 MARKET POSITION OF MARUTI UDYOG LIMITED

CHALLENGES FACED BY MUL OVER THE YEARS

ADOPTED CUSTOMIZATION TECHNIQUES OF PRODUCT OFFERINGS BY MUL

FUTURE PROCASTINATION AND PLANNING FOR MUL


MARUTI- THE MARKET LEADER…
BRIEFINGS OF THE CASE STUDY…
 The case study has the chief focus on “ customizing marketing
strategies”.
 It is an analysis of how different alterations in the product models
are done by a leading car producer to expand its business.
The analysis is done for the leading car market brand “ MARUTI
UDYOG LIMITED” rebuilt later as “ MARUTI SUZUKI INDIA PVT LTD”
MARKET POSITION OF MUL…
 Maruti Udyog Limited ( MUL ) is a leading manufacturer of passenger vehicles in
India.
By its high quality products, services , innovative marketing strategies and focus
on every economic segment , it has already established itself as a BRAND.
It is the 1st company in India to sell 1 crore cars and the number continues.
PRODUCT CUSTOMIZATION TECHNIQUES
ADOPTED BY MUL…
 The 1st car launched by MUL was Maruti 800 , the most comfortable and
affordable car for an average economic family.
Followed by Maruti 800, MUL launched two variants MARUTI OMNI VAN
targeting larger families and MARUTI GYPSY JEEP with the entire back having
no seats, aiming at high luggage transporting.

 MARUTI ZEN brought too much success as it had low noise engine and bigger
capacity than Maruti 800.
After surveying that there was significant rise in the economic status of middle
class people and customer demand for luxury cars, MUL launched new line
vehicles ranging from semi luxury to luxury car segments .
CHALLENGES FACED IN BUSINESS EXPANSION…
 Peoplebelonging to non economy zone were not much attracted
towards the variants which were unaffordable for them.
 Models making success in diesel versions couldnot make much
profit with petrol versions.
 Since MUL has already launched many product models, the
process of bringing new features became too difficult.
FUTURE PROCASTINATION OF PRODUCT MARKET
There arises 2 main questions relating to the future status of the Maruti car
products.
Will a customer be ready to buy a MUL product priced Rs.
25,00,000 ?
Should MUL offer variants at all prices or focus only in the
economic segment ?
Will a customer be ready to buy a MUL product priced
Rs. 25,00,000 ?
If YES , considering upper middle class families, a luxurious car worth Rs.25 lakhs is
affordable.
There is always associated trust and reliability of a branded product like Maruti.
Most of the Indian customers have long term planning with single time investment.
 If NO , it would be very costly for most of the people of Indian market.
Maintaining a costly car would be difficult as compared to other low price
range cars.
Should MUL offer variants at all prices or focus only in
the economic segment ?
Launch new affordable vehicles for all segments of the market.
Some of the MARUTI cars ran best in diesel but could not make success in petrol
versions. So upgradation of features required.
Advertising more in the zone where there are large number of good income
disposal people.
Reconstruct marketing techniques to expand business.
CONCLUSION ...
Thus it is very important for any business to
Repeatedly change its marketing policies

Understand the needs and preferences of people

Design products accordingly

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