Term Paper

OF

Product and Brand Management

On
Sports Utility Vehicle
{Achiever}

Submitted To:
Ms. Anju Saini
(Lect. In LSB dept.)
Submitted By:
Gurdeep singh
10809745
R1808, A26
3rd Sem, LSB-MBA

Lovely Professional University

1
 Marketing Plan
On
SUV
(Maruti Suzuki)

“Marketing Plan is written document containing the guidelines for the

business centre’s marketing programs amd allocation over the planning
period.”

Executive Summary

I, set four constraints which will associate the buyers to The Brand “Achiever” :

1. the Realistic

2. the discerner

3. the conqueror

4. the adventurer

The realist considers Achiever for its practical purposes, and will therefore make
use of the vehicle's off-road prowess. The discerner is a connoisseur for the
finer things in life, who appreciates Achiever's status, but is unlikely to go off-
roading. The conqueror is a successful person who wants people to know it,
who appreciates Achiever for its exclusivity and attention grabbing looks. The
fourth type of buyer is the adventurer, who wants to take the Achiever off-road.

Achiever's target market segment cannot be very large because of the high price
of the vehicle, which can be in excess of $90,000. Achiever must gear its
marketing strategies towards this small group of individuals. Achiever's market

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segment consists of males between the ages of 25 to 44 who earn over
$100,000 a year. This demographic group consists of Generation X'ers and some
of the Baby Boom generation. These males are looking for specific vehicles that
are geared towards luxury and status.

Cultural Trends, Attitudes, Values of Target Market The outlook on the buying
attitudes of Achiever's target market remains robust in the future. The demand for
luxury items has been steadily growing for the past couple of years. With the
existence of a bull market, and a steady increase in national prosperity, today's
high-income individuals have a healthy demand for luxurious goods and services.
The SUV market in general has been steadily increasing over the past five years.

Today's consumers stress safety over other attributes when buying vehicles,
which show the increase in demand for SUV's, which are proven to be safer than
most cars in crashes. Another value of today's consumers is in styling. Today's
SUV's have been appealing to consumers because of their current styling blend
of ruggedness and beauty. The image factor is also big in analyzing consumer
trends. Consumers have a liking for SUV's because of the image that it projects.
If one drives an SUV, they feel confident that they are seen as a person who is
strong or who knows what he wants. These consumer values are crucial in
analyzing Achiever's fit within the SUV market.

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Maruti Suzuki India Limited
is a publicly listed automaker in India. It is a leading
four-wheeler automobile manufacturer in South Asia. Suzuki Motor Corporation of
Japan holds a majority stake in the company. It was the first company in India to
mass-produce and sell more than a million cars. It is largely credited for having
brought in an automobile revolution to India. It is the market leader in India and on 17
September 2007, Maruti Udyog was renamed Maruti Suzuki India Limited. The
company's headquarters are in Gurgaon.

Products offer by Maruti Suzuki India Ltd.

 Maruti 800
 Omni
 Alto
 Zen Estilo
 A-Star
 Ritz
 Swift
 Wagon R
 Versa
 Swift Dzire
 Gypsy
 S*4
 Grand Vitara

SUV Segment
Grand Vitara

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In SUV Segment, Maruti Suzuki India ltd. has launched only one model ‘Grand Vitara’. Price of the
top model of this car is Rs.1825000.It has won 6 awards in USA, 5 in Russia, 4 in Germany, 3 in
Australia but never won any prize in India. Vitara launched by the company first in Japan in 1988.So
i have decided to launch a new SUV model under the brad name of Maruti Suzuki and following is
the marketing plan related to this.

Marketing Plan

Purpose of the Marketing Plan

I am making this marketing plan to launch a new product in to the market that is
‘Sports Utility Vehicle’ named “Achiever”. This is a very new Car model which we
are planning to launch in the Indian market. The company under which we are
launching ‘Achiever’ is Maruti Suzuki.There are so many competitors under SUV
segment in India but Maruti Suzuki has only one model in thas category.

Organization Mission Statement

“To create exceptional automotive value for our customers by harmoniously

blending safety, quality, style and efficiency. With our diverse team, we will
provide responsible stewardship to our community and environment while
achieving stability and security now and for future generations.”

Objectives

• To launch the ‘Achiever’ in the market.

• Sale of 1000 car unit in one year within India.
• Minimum fifty thousand customer’s visits in showrooms.

Target Market

We are focusing on youth and high income professionals and entrepreneurs who can afford
the such high prices vehicle. Following are the target customers:

• High income getting professionals

• Having turnover, over Rs. 1 crore of entrepreneur
• Youth, who loves adventurous drives and love to go hilly area.

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Market definition and Segmentation

We have broken our market into groups according to standard classification used by market
research.

• Youth
• professionals
• entrepreneurs.

Competitive Force

Target customers consider price but they would buy on quality services if the offering were
positioned correctly. Price is the message they are exposed to again and again, they have
been trained to shop on price. We have very good indications that may would much rather
pay102% more for th relationship with a long term vendor providing backup and quality service
and support, they end up in a box pusher channels because they are not aware about
alternatives. Availability is also very important

Communication

One of the best places to reach the target people is the local newspaper. Unfortunately, that
medium is saturated with pure price only message and we will have t o make sure that our
message is accurately stated

Radio is potentially a good opportunity Our target buyer listen to local news,talks shows and
sports.

Following are top ten leading players in the SUV market in India:

• Tata Safari
• Mahindra Scorpio
• Maruti Suzuki Grand Vitara
• Chevrolet Captiva
• Ford Evdeavour

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 • Mitsubishi Outlander
• Porsche Cayenne
• Mitsubishi Pajero
• Honda – CRV
• Audi Q7

Situational Analysis

The situational analysis is designed to take a snapshot of where things stand at

the time the plan is presented. This part of the Marketing Plan is extremely
important and quite time consuming. For many, finding the metric needed in this
section may be difficult, especially for those entering new markets.

Initial Market

We are planning to Achiever initially in the North India and specially in three
regions one is Punjab, Haryana and in Chandigarh. There will be three agencies
in Punjab (Ludhiana, Jalandhar and Patiala), two in Haryana and one in
Chandigarh.

Keys to Success

The main key to success with potential better is making the product and marketing
positioning clear. Word of moth is critical in this segment. We will have to make
sure that once we gain a customer, we never lose them. To help accomplish this,
we must work to reinvigorate relationships through successful database
marketing, among other means.

We must always remember to sell the company, not the product. They have to
understand that they are taking on relationship with AMT, not just buying SUVs.

Expense Budget by market

Most of our budget falls into the general category that applies to both target
markets. This because much of the spending is impossible to divide into specific
market category. Of the portion of the budget that is specific, by far the largest
share falls into the small business market, because this tends to the leads the
market.

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 Expenses budget by type
The largest single program is advertising. The second largest is mailing, which is
the priority because of its importance to our database marketing strategy.

2010

Ads 285,000

Catalog 25,000

Mailing 113,30
0

Promo 16,000

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Shows 20,200

Literature 7,000

PR 1,000

Seminar 31,000

Service 10,250

Training 60,000

Totals 568,75

Critical Issues

Tracking and follow-up: will we have the decipline,as an organization,to track results of
the marketing plan and make sure the we implement?

• Market Segment Focus: How can we be sure we have the discipline to maintain
the focus?

• Saying No: Can we say to special deals that take is away from the target focus ?
Can we say to unprofitable deals

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