MARKETING PLANNING

AND CONTROLLING
Field visit 4
Presented by:-
Mansi Purwar JL18PG188
Shekhar Yadav JL18PG135
Vimaldeep Singh JL18PG175
Vinayak Trivedi JL18PG176
Shivam Shukla JL18PG140
Ayush Gupta JL18RM018
VENDORS OF MARUTI
SUZUKI

1.Tail lights
India Japan
Lighting
Ltd.
2.Bumpers,
Rear-view
mirror and
few car
interiors
Motherson
Sumi
system ltd
3.Air bags
and
seatbelts
Rane trw
steering
Distribution
channels of
Maruti
Suzuki
Maruti
1.

Suzuki
Arena
Nexa
2.

True value
3.
 4.

Commercial
 ADVATAGES OF
DIFFERENT CHANNELS
OF MARUTI SUZUKI
Advantages of arena
 User friendly new website. Unique
online experience with DO-it-yourself
features
 Young, trendy and vibrant new look,
new corporate identity with dynamic
façade
 Unique personalisation at your
fingertips. Experiment with
accessories with the help of stylist.
 Consultation zone a dedicated café
and sitting area.
 Advantages of nexa
 Nexa dealership launched for
showcasing and selling its premium
range of cars such as s cross and
baleno
 The Nexa was launched to provide
better experience to those who opt for
premium vehicles, compared to other
Maruti showrooms which sell the
company's compact
 The company is also planning to launch
exclusive Nexa service outlets for its
premium customers who own the Nexa
range of cars
 Advantages of true value
 These outlets are digitally integrated
through a portal so that customers can
access details of all the cars available
at. True Value outlets nation-wide. This
will help customers to make their choice
and visit the relevant True Value outlet
for a test drive.
 Promotional mix
The promotion mix, also called
marketing communication mix,
consist of four major tools.
 Advertising
 Publicity
 Personal Selling
 Sales Promotion
• It also helps Maruti cut down on promotional costs.
Maruti uses unique advertising methods to promote its
cars and often ropes in stars and celebrities as brand
ambassadors for various cars models. Maruti has utilized
heavily the online promotion space for the launch of its
Brezza, Ignis and S Scross. Maruti also uses traditional
advertising spaces such as newspapers, television, radio,
ATL etc. Maruti Suzuki also used pint of sale and mobile
promotions and the message across all the above
platforms is focussed on fuel efficiency, looks, comfort
and space for its cars. Hence, a 360 branding approach is
followed in the promotional strategy of marketing mix of
Maruti. The ad campaigns often highlight the huge service
network of the brand. Thus, this summarizes the
marketing mix of Maruti Suzuki.
• The promotional and advertising strategy in the Maruti
Suzuki marketing strategy is as follows:
• Having decades of presence in India enables Maruti to
leverage its barand value and brand perception well.
 Sales promotion
• Maruti suzuki manufacturers and
sells a complete range of cars from
the entry level Auto to the
hatchback swift to SUV grand
Vitara.
• Today maruti male 1.5 million s cars
every year.
• The core value of company is CORE
OBSESSION.
 1) Consumer promotion activities:
 Price packs
 Premium and gifts pack
 Frequency programe
 Free test drive
 Product waranties
 Point of purchase display
 2) Trade promotional activities
- Price off
3) Business and sales force activities
 Auto Shows
 Sales contest
They also do sponsorship like for ex:
bollywood films, IPL, Online cricket
league
 Advertising strategy
• The advertising campaigns of
Maruti included: TV
Radio/newspaper Digital platform
Outdoor promotion Point of sale
Maruti also offered special schemes
for specific professional and
income groups.
• A company can have an advertising objective as to inform
persuade, or remind. To inform as the advertising
objective means telling the market about a new product,
suggesting new uses for a product, informing the market
about changes in price, policies, locations etc and
explaining how the product works.
• Persuasive advertising becomes important in the
competitive stage wiiere a
company's objective is to build selective demand for its
product.
• The advertising objective for Maruti lOOOcc car, after
increasing its engine capacity to 1300 cc and change its
name to Maruti Esteem, the company projected the car as
"Luxury Executive-Seden".
• The Baleno's advertising campaign focused to its style,
power and luxury
• Besides the Maruti Udyog, the Maruti authorised dealers
and service station also makes persuasive advertising.
They make advertisements in the newspaper and
magazine to attract customers to purchase Maruti car from
them.
 Who are the target
audience..
• NEXA – NEXA target the upper and luxury class. The
major hurdle was that the target customers were
different for this segment and they would not prefer to
have the same experience that traditional Maruti
customers were having while visiting the existing outlets.
This resulted in NEXA, the premium showroom for
premium models.
• BLUE OCEAN STRATEGY
 Focus
 Divergence
 Compelling Tagline
They use ERRC for this to happen:
 Raise
 Reduce
 Eliminate
 Create
 Marketing Channel Distribution For the
marketing channel selection, Maruti
Suzuki uses this channel as follow-
Producer> Dealers>
Consumers
Cars that are manufactured at Maruti
Suzuki factories are distributed to
retailers through road or train
transportation ,Consumers can buy the
cars directly at the dealer's show room
New Product
BUDGET
FRIENDLY AND
EASY ON
POCKET
TAX BENEFIT OF
RS 1.5 LAKH on the
interest paid on
loans taken for the
purchase of electric
vehicles
Besides, the
government is also
reducing the GST
rate on electric
vehicles from 12 per
cent to 5 per cent.
Petrol & diesel
Electric
Vehicle
 Features of E-
Vehicle
 Less pollution: By choosing to drive an
EV you are helping to reduce harmful air
pollution from exhaust emissions. An EV
has zero exhaust emissions5.
 Renewable energy: If you use
renewable energy to recharge your EV,
you can reduce your greenhouse gas
emissions even further. You could
recharge your EV from your solar PV
system during the day instead of from
the grid. Another idea is to
purchase Green Power from your
electricity retailer. Then, even if you
recharge your EV from the grid, your
greenhouse gas emissions are reduced.
 Eco-friendly materials: There is also a
trend towards more eco-friendly
production and materials for EVs. The
Maruti cars will be made up of recycled
materials and the padding is made out
of bio based materials. The interior and
bodywork are partly made out of green
materials such as recycled water
bottles, plastic bags, old car parts and
even second hand home appliances
Budgeting
Wagon R electric – 7.52 - 8.45
Lakh(expected may 2020)
Competitors -
Mahindra e20 plus - 7.46-8.22
Tata tiago EV - 10.99-11.9 Lakh
E Verito – 13.17 Lakh
Q=total market demand
N=no.of buyers in market
Q=quantity purchased by any buyer per
years
P=price of an avg unit
Q=N*Q*P
Communicating
and Advertising
the E-Vehicles
In order to
incorporate electric
vehicles , a
favourable
environment has
been established
through offering
incentives and
installing accessible
public charging
points in different
parts of the city by
the private
organizations as well
as the government.
Also, several
barriers for the use
of electric vehicles
have been taken
away and
promotional
campaigns have
taken place.
DIFFERENT WAYS PLANNED TO
ADVERTISE AND COMMUNICATE
THE PRODUCT
While talking to the KTL personnel about
their strategies and ways to advertise
their product and communicate the
features of the product to the public, we
were informed that they will be going
more for Above the line whereas
Below the line advertisement will only
come into action in the case of
campaigns and direct marketing which
in case of automibiles is less taken. As
before EVs also, they were into both the
methods for their earlier products as well
and will stick to their traditional
approaches.
 …
 Awareness Campaigns (about Evs as
a whole)
 Above the Line
1. Advertisements and Brochures
2. Television
3. Radio Advertising
4. Websites (internet/online mode)
 Below the Line
1. Direct Mail campaign
2. Trade shows
 How helpful has government
been to promote the use of
E-Vehicles?
 income tax rebates of up to ₹1.5 lakh to
customers on interest paid on loans to buy
electric vehicles, with a total exemption benefit
of ₹2.5 lakh over the entire loan period.
 customs duty exemption on lithium–ion cells,
which will help lower the cost of lithium-ion
batteries in India as they are not produced
locally.
 Makers of components such as solar electric
charging infrastructure and lithium storage
batteries and other components will be offered
investment linked income tax exemptions.
..
 BUDGETING E
VEHICLES
 an electric car's energy consumption is
measured in kilowatt-hours per 100
miles (kWh/100 miles). That rating is on
the car's EPA fuel economy sticker and
in the owner's manual.
 To figure out your cost of charging at
home, multiply your vehicle's kWh/100
miles figure by the electric rate for the
time of day you'll most often be charging
(more about that in a minute). That
figure will tell you the cost per 100 miles.