Marketing Management

(MKT 201)

Term Assignment
On

STP

“POST GRADUATE DIPLOMA IN MANAGEMENT

(Term-II; Batch 2019-21)

Under the Supervision of”

Prof. Vinita Srivastava

Associate Professor- Marketing

Submitted by
Group 4
Saagar Hira
Adarsh Tiwari
Priyatee Bhardwaj
Siddhartha Duggal
Hrithik Mahajan

JAIPURIA INSTITUTE OF MANAGEMENT

A-32 A, Sector 62, Institutional Area, Noida-201309 (U.P.)
October 25, 2019

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 INTRODUCTION

Maruti Suzuki India Limited is once in the past known as Maruti Udyog Limited .It is a vehicle
maker in India. It is a 56.21% claimed auxiliary of the Japanese vehicle and cruiser maker
Suzuki Motor Corporation. Starting at July 2018, it had a piece of the overall industry of 53%
of the Indian vehicle showcase .Maruti Suzuki fabricates and sells prevalent autos, for
example, Ciaz, Ertiga, Wagon R, Alto K10 and Alto 800, Swift, Celerio, Swift Dzire, Baleno
and Baleno RS, Omni, baleno, Eeco, Ignis, S-Cross, Vitara Brezza and recently propelled S-
Presso little SUV. Rc Bhargava is the director of the organization and the organization is
headquartered at New Delhi. In May 2015, the organization delivered its fifteen millionth
vehicles in India, a Swift Dzire. In 2015 Maruti Suzuki propelled Nexa.

NEXA-:It is another business group for its top notch autos. Maruti as of now sells Baleno,
Baleno RS, S-Cross, Ciaz and Ignis through NEXA outlets. S-Cross was the main vehicle to be
sold through NEXA .NEXA is targeting to sale more than 2 million sales by 2020
PRODUCT LINE (M.S)

PRODCUT LINE (NEXA)

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 SEGMENTATION

Market division is subdividing into homogeneous sub set of client, where any subset may
possibly be chosen as market focus to be come to with unmistakable advertising blend.

The dispatch of Nexa isn't just planning to grow its range and claim the high total assets
clients, yet in addition plans to rebrand itself as a top notch auto organization. Having the wide
scope of models in pretty much every portion of the vehicle advertise. Maruti Suzuki offers 16
brands and 150 variations crossing over all fragments comprising of Maruti 800, Maruti Zen

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Estilo Maruti Omni, Maruti Alto, Maruti Versa, Maruti Gypsy, Maruti A Star, Maruti Wagon
R, Maruti Swift, Maruti SX4, Maruti Kizashi, Maruti Eco, Maruti Ertiga, and Maruti Grand
Vitara. In this manner serving the different scope of clients brand item technique centers
around obliging the necessities of practically every one of the sections from the white collar
class to high class.

Geographical segmentation

Geographical segmentation is one of the most significant premise of division of the vehicle
area, particularly in huge measured nations like India. Maruti Suzuki sections the market based
on centralization of businesses in various areas. Extravagance vehicle model would focus on
the metropolitan districts for the clearance of their autos, while little vehicle models would
likewise consider forming urban areas and townships into account during the procedure of
division of their items.

DEMOGRAPHIC SEGMENTATION
Another significant reason for division of Maruti Suzuki is Demographic segmentation and its
best model is dispatch of Nexa to target youth of the nation who is having a decent measure of
pay. Statistic division gives a base advertising of items as per the pay, status, age, and so forth
little vehicles like alto, wagon-r, Maruti Celerio, altok10, Maruti Ignis, Dzire and so on. Would
fundamentally concentrate on the fragment of the individuals having a place with the white
collar class and here comes lies the statistic. Then again, extravagance vehicle models like
Baleno, Scross, Ciaz, xl6, Ertiga, Vitara Brezza would concentrate more on the high pay
section.

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 BEHAVIORAL SEGMENTATION

BEHAVIORAL SEGMENTATION is done based on the advantages looked for,steadfastness

status, and so forth. This is another significant methods for division in the Maruti Suzuki; it
redoes the vehicles as indicated by the necessities and prerequisites of the buyers. Maruti
Suzuki separates the complete market into littler homogeneous gatherings dependent on client
purchasing conduct. Maruti Suzuki does Behavioral division on the Premise of purchasing
behaviors of clients like utilization recurrence, brand steadfastness, benefits required, during
any event and so forth.

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ROAD WARRIORS vehicles are utilized by the individual who ventures every now and again
as an aspect of their responsibilities and does a lot of work while voyaging, autos like Ciaz,
baleno, Ertiga ,xl6 and so on . Discussing GENERATION CARS like Maruti Celerio was
propelled as a substitution of A-star and however beginning business sector reaction wasn't
exceptionally energetic, the Celerio has now picked the pace and been selling in great numbers.
The shrewd, urban, and minimal plan of this Maruti makes it perfect for the blocked streets of
our urban communities and gratitude to the choice of robotized manual transmission (AMT),
the Celerio is ultra-agreeable to direct as well. The little impressions of the vehicle don't
generally uncovers the enormous space inside the lodge which is extremely a charming shock;
particularly the huge back seat space is extremely commendable. The base Automatic variation
Celerio VXI AMT begins at Rs. 5.08 lakh and the top-end Automatic variation Celerio ZXI
Optional AMT is evaluated at Rs. 5.43 lakh. Maruti has propelled another model s-Presso with
practically same highlights like Celerio yet named it as smaller than usual suv, this is the main
contrast between these two models so we can say that the vehicles are planned in a way to
satisfy the need of new age. Presently discussing alto-800, alto k10 we can undoubtedly say
that they are value customers. Purchasers are concentrating more on cost while settling on
purchasing choices," takes note of the writer of the online article "Up to 80% of Consumers are
Considered 'Cost Conscious'"; who proceeds to share the discoveries of ongoing examination:
"eight out of each 10 buyers are reliably searching for bargains when they shop." PRICE
SHOPPERS are happy to strive to locate the least cost. The outcome is that they will in
general need unwaveringness for the most minimal dollar sum: they are happy to change
starting with one supplier then onto the next as long as somebody distinctions their desire at a
lower cost

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 USAGE RATE/FREQUENCY SEGMENTATION

M.S isolates a market by the measure of item purchased or devoured. Classes change with the
item, however they are probably going to incorporate a blend of: previous clients, potential
clients, and overwhelming clients' medium clients and low clients. This sort of division enables
advertisers to concentrate their endeavors on overwhelming clients or to build up various
showcasing blends went for various portions. Indeed, there is a guideline called " the 80/20
standard" which expressed that 20% of clients produce 80% of the interest, in spite of the fact
that this rule isn't numerically correct consistently obviously, general the thought frequently
holds reality. Forming clients into substantial clients at that point, is the objective behind any
recurrence/faithfulness projects like the carrier's regular customer programs. Numerous M.S
retailers have likewise structured steadfastness programs that reward the overwhelming client
section with bargains accessible just to them.

PSYCHOGRAPHIC SEGMENTATION

In light of mental division, MS concoct distinctive variation of the models of their items. This
has been to a great extent found on account of autos, where organizations by and large think of
a few variations of a similar model, and it has been seen by industry experts that the variation of
the medium variation of the model sells the most.
Slogans, for example, "Men are Back" (utilized by Maruti Suzuki for the dispatch of another
vehicle) focus on a specific class of people and help to expand deals and prominence in that
section. Shashank Srivastava, chief general manager, marketing, Maruti Suzuki said, "Our new
tagline comes from the changing consumer mind-sets, both demographically and psycho-
graphically. We saw people becoming fewer brands loyal and more brands conscious. Our old
tagline gave us the notion of being reliable and trustworthy, which we think has become
essential in any case. Now the Indian market has matured, where things like the product being
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good and reliable is a hygiene factor and not a differentiator. Our new tagline, 'Way of life', is
the tagline we use globally through which we look to become a part of our consumers life. The
change in our tagline has been on the cards since 2008 and we've changed it over the past two
Expos where we had the themes, 'Colours of life and 'Joys of life'." By looking the entire
scenario we can say that M.S generally focuses on middle-class people because its price varies
from 3lkh to 16lkh

Resource-: https://www.campaignindia.in/article/auto-expo-2012-shashank-srivastava-on-marutis-transition-from-count-on-us-to/415614

TARGETING OF M.S

Targeting in marketing is a strategy that breaks a large market into smaller segments so as to
focus on a specific group of customers within that audience. It defines a segment of customers
based on its specific characteristics and focuses solely on serving them. Instead of trying to
reach an entire market, a brand uses target marketing to connect its energy with a specific,
defined group within that market. So basically M.S is divided.
Maruti has also been based on the pay bunches present in the country, for example the
general population that pays 3 lakhs every year, considering the autos of the economy which
are Alto, Omni, Wagon-R. Individuals in the salary range of 3-5 lakhs for each year consider a
mid-section piece of Maruti Auto which includes S-Presso, Swift, Ritz. The general population
with a salary of more than 5 lakhs for each year mainly considers Maruti Suzuki Auto's wastage
and vehicles in premium pieces, for example, SX4, Swift, Swift Dzire, Dzire and Ciaz. The
general population, with salaries of over 8 lakhs for each population, basically think of vehicles
in extravagance, MUVs and small SUVs, for example, the Vitara Brezza, Ciaz, Baleno, Ertiga and
other Maruti Suzuki Ertiga MPVs.

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 POSITIONING OF M.S

It is the process of creating a clear and distinct image of the product in the mind of the
consumer. Positioning refers to the place that a brand is in the minds of customers and how it
differs from competitors' products. For positioning products or brands, companies can
emphasize the specific characteristics of their brand (what it is, what it does and how it does it,
etc.) or they create an appropriate image (affordable or premium, utilitarian or luxurious, entry
Can try to create) -level or high-end etc.) through marketing mix. Once a brand has acquired a
strong position, it can be difficult to remodel.

POSITIONING OF DIFFERENT MODELS OF MS -:

• Alto - Let's Go - has been positioned as India's most fuel-efficient car that can be borne by
the lower income group.
• Wagon-R - Inspired Engineering - positioned for people living interesting lives. It
accompanies their lifestyle, reflects confidence and multiplies personality.
• Swift - You are fuel- positioned as a car with style, modern look and youthful attitude.
• The Ritz - live that moment - positioned for those who are technically inclined.
• The Swift Dzire - the best car - is positioned as an entry level sedan for the aspirational
class.
• SX4-Men are black - positioned as powerful cars for men who want to take control of the
road.
• S-Preso - Live it “How do you turn something exciting every day? Simple, adding a touch of
passion, excitement and wonder. This is what Maruti Suzuki's S-Preso is like, you never
drive before like you move fast in the journey of enthusiastic life. "
• Baleno- Baleno was launched in 2016 with the tagline, Made of Mattel. The car's
personality comes from its unique 'fluid flow' design, which gives it an aggressive and
powerful appearance. Targeted with a global outlook towards consumers' lives, Baleno's
personality reflects his gritty and strong intentions.
• The Ertiga- "Feeling Called LUV" - Life Utility Vehicle - is positioned as a compact seven
seater, which will have a smaller footprint and a tight turning radius.

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