MARKETING

MANAGEMENT
Tanveer khan 23

INTRODUCTION
MUL was established in February 1981
Government initiative
Subsidiary of Suzuki Motor Corporation of Japan
India's largest passenger car company
30 Years of trust
Over 75000 employees

VISION

The Leader in the Indian Automobile Industry,

Creating Customer Delight and Shareholder's Wealth;
eventually become a pride of India

MISSION & CORE VALUES

Customer Obsession
Fast, Flexible & First Mover
Innovation & Creativity
Networking & Partnership
Openness & Learning

MARKETING LEADER

Mr. Mayank Pareek

Chief Operating Officer (Marketing and
Sales)

MARKETING MIX
Product
Price
Place
Promotion

PRODUCT
Maruti Suzuki comes with a large number of

products
Offers 15 brands and over 150 variants
Caters needs of almost all segments
Economy
Which
cars
includes:
Utility Cars (LUV)
Luxury Cars

PRICE
Pricing Method :

- Mark-up Pricing (cost plus pricing )

Pricing strategy :

- EconomicalPricing, Price-point-strategy
Pricing Objective :

- Market share & Cost Leadership

PRICING PROCESS
Setting an Objective
Determining the Demand Estimates Cost Analyzing the Competitors Price Adaptations
Evaluation/ Review

PLACE
MUL has 1204 sales outlets that covers 874 cities
456 true value outlets covering 256 cities
2971 service outlet all over India
Tie up with Adani group for exporting200,000 unit

through Mnudra port Gujara

One level & two level marketing channels

PLACE
Availability of parts is the main reason why car

buyers across the country choose Maruti Suzuki

over other arch rivals.
Highest number of sales and service outlets
Maruti true value outlets

MARUTI SHOWROOMS
VITESSE VITESSE is the oldest dealer since 1981
ISO9002:2000 standards certification.
Vitesse is a division of the M. K. Sanghi Group,
Vitesse was the very first to introduce

automobile finance.

PROMOTION
Advertisements
Road Shows
Workshops & seminars
Booklets & pamphlets
BTL- sponsorship
Trade shows
Sales promotions

PROMOTIONS STRATEGIES
Focuses on attribute oriented advertising
Informative advertisements
Promotion as per segment
Emotional appeal
Generates association with audience
Highlights USPs

PROMOTION
Maruti coined the phrase KITNA DETI HAI

and PETROL KHATAM HI NAHI HUNDA HAI

Ghar Ghar Mein MarutiandMera Sapna
Meri Maruti

CONCLUSION
Stiff competition in Indian market
Marutis Lion position in the market
Effective marketing mix
Emotional touch
Customised market strategy