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Ajin primesh.A Samuel praveen kumar.J Saranya devi Saranya.s Thirumukkilan.R.

Sixth largest manufacturers in the world Largest exporter of passenger cars Car industry is classified into three clusters Chennai(Southern cluster) 35% Mumbai(Western cluster) 33% Delhi(Northern cluster) 32%

First car ran on Indias road in 1897 First person to own car in India- Mr.Foster, Crompton Greaves 1897 First Indian to own car in India Jamshedji Tata

Pre 1983 Closed Market

1983 - 1993 Japanization period

1993- present Globalization period

Limited supply Outdated Models


Key players Hindustan Motors Premier Telco Ashok Leyland Mahindra & Mahindra

Joint ventures Good supply


Key players Maruti Suzuki Tata Motors Mahindra & Mahindra Ashok leyland

Foreign entrants Excessive supply


Key players Maruti Suzuki Tata Motors Hundai Ford Fiat

9th largest automobile industry 2nd largest two wheeler market 11th largest passenger car producer Annual production of over 2.3 million units Monthly sale of automobiles exceed 1,00,000

Classification of Cars:
CAR S UTILITY MODEL

SUV

MUV

XUV

SEDANS SPORTS CARS ESTATE CARS HATCHBACK FUEL

PETROL

DIESEL

BATTERY

HYBRID

Maruti Suzuki ltd Hyundai motors ltd Tata Motors Mahindra & Mahindra Hero Honda Motors Bajaj auto General Motors Honda cars Toyota kirlbskar pvt ltd Hindustan Motors

Maruti Udyog Limited (MUL) was established in February 1981, though the actual production commenced in 1983 with the Maruti 800. Founder R.C Bhargava Competitors - the Hindustan Ambassador and Premier Padmini Manufacturing facilities are located at two facilities Gurgaon and Manesar in Haryana At present , Ford Figo,Volkswagen Polo,Nissan Micra,Chevrolet Beta and Hyundai i10.

1983- MARUTI 800 1984-OMNI 1985-GYPSY 1990-MARUTHI 1000 1993-ZEN 1994-ESTEEM 2002- MARUTI -SUZUKI 2005-SWIFT

ABOUT MARUTI

The company has set itself target of 50% improvement is production and 30% reduction in cost.They are also encouraging R&D. Holds a share of 37% in passenger car market 17 cars with more than 150 variants First Automobile Company in world to sell 10 million units. Takes only 12 hours to make one car For every 12 seconds a finished car comes out of the factory

Conn..

Indias leading automobile manufacturers and the market leader in the car segment Annually exports more then 50,000 cars and in India sellong over 730,000 cars annually About 35% of all cars sold in India are made by Maruti. First company in India to mass produce and sell more than a million cars.

Omni (Launched 1984) Gypsy (launched 1985) WagonR (Launched 1999) Alto (Launched 2000) Swift (Launched 2005) Estilo (Launched 2006) SX4 (Launched 2007) Swift DZire (Launched 2008) A-star (Launched 2008) Ritz (Launched 2009) Eeco (Launched 2010) Alto K10 (Launched 2010) Maruti Ertiga(Launched 2012 Maruti Alto 800, launched 2012 Maruti Stingray, launched 2013

Modernization

of the Indian Automobile Industry and to Produce large number of motor vehicles with fuel-efficient to conserve scarce which is necessary for economic growth

NAME

Last Price

Market Capital(Rs Cr)

Sales Turnover

Net Profit

Total Assets 17,885.99 19,968.10 156.03

M&M Maruti Suzuki Hindustan Motors

895.35 1,579.50 7.50

55,143.92 40,441.96 3352.82 47,713.55 43,587.93 2,392.13 138.58 619.12 -71.49

It was released in the year 1984 after a year release of maruti 800. Then it was renamed after 1988 as maruti omni by which we call it. First car in india to use sliding door. Multi usage vehicle

variance OMNI 5 SEATER


Omni (E) 8 seater and higher capacity Omni XL with top height increased Omni Cargo LPG Omni Ambulance

1. 2.

3. 4.

CONS It is an unsafe vehicle, if not driven carefully. The Omni is not a Highways vehicle at all and especially during the nights. It has no A/C. The ride quality is quite bumpy.

PROS 1. For Bumper-to-Bumper Traffic, the Omni is probably the best vehicle. 2. The road view is very clear, probably the best and it outscores all other vehicles in this department. 3. Omni is safe as long as your drive on roads having dividers. 4. I don't need to say anything about the luggage capacity, it is the best in its class. 5. It comes with various Fuel options, LPG, CNG, etc.

Cheaper car Side door open Commercial use No bumper Dual purpose of fuel High load carrying purpose

Safety less Less speed design Overheat Engine placement Faster deterioration City drive only No a/c facility

It received a 4 star rating in public polls

Launched Omni Gypsy

discontinued 1000 (2000) Zen (2006)

WagonR
Alto Swift Estilo SX4 Swift Dzire A-star Ritz Eeco Alto K10 Maruti Ertiga Toyota Innova Maruti Alto 800 Maruti Stingray

Esteem (2008
Baleno (2007) Versa (2010) Grand Vitara XL7 (2007) 800 (2012) Alto (2012)

Threat of new entrants High investment required Strong distribution network of existing players Threat of substitutes Switching cost to substitute is low. Brand Loyalty does not exist

Bargaining power of supplier Switching cost from one supplier to another is high Supplier integrating forward for higher prices and margins

Bargaining power of buyers Availability of many brands Price sensitivity

Competitive Rivalry Exit barrier Industry growth Industry competition

MARKET LEADER: Maruti Suzuki ( 37% Market Share) oLeading manufacturer of passenger vehicles in India. oReferred to as the peoples car maker oOver the past three decades Maruti Suzuki has changed the way people in India commute and travel. MARKET CHALLENGER: Hyundai Motors India Limited (14.4% Market ) Tata Motors (13.1% Market Share) Mahindra & Mahindra(11.4% Market Share)

MARKET FOLLOWER: Toyota(6.4% Market Share) General Motors(3.3% Market Share) Ford (3.2% Market Share) Honda(2.9% Market Share) Volkswagen(2.4% Market Share) MARKET NICHERS Nissan( 1.5% Market Share):

STP OF MARUTI

SEGMENTATION Geographic The region of interest of Maruti Suzuki is whole India Demographic Age between 20 40 yrs. Income over 4 lakh p.a. Occupation Professionals, managers and those want to buy their first car. Social Class Middle class, Upper middle, Lower Upper and Upper uppers.

Psychographic

Personality Dreamers, those who want to achieve big, ambitious, price conscious, took their first step towards success and value driven.

Behavioral

Benefits Quality, Style, Price (economical) User status Potential users and first time users Buyer Readiness Stage Those who are aware, informed, interested and intend to buy

Targeting Maruti Suzuki looked at two factors for targeting

The segments overall attractiveness The companies resources It opted for a selective specialization kind of targeting. Maruti Suzuki has selected a number of segments each objectively attractive and appropriate. The low price tag of Maruti Suzuki initiated a price war among all companies and forced Tata Indica to pre-pone its launch.

POSITIONING: When Swift was initially launched it was positioned as The Complete Family Car. Maruti Suzuki repositioned Swift as Sunshine Car (smart car for young people) from earlier complete family car. Maruti Suzuki used Emotional Positioning. Repositioning of Swift also helped it to target the segment of first time car buyers. The Young Professionals, of the service industry with various loan facilities were too eager to buy their first car. Repositioning of Swift gave it an edge over its competitors and also to emerge as a tough rival to Maruti 800 as The First Car.

PRODUCT POSITIONING- OMNI During start Maruti was positioned as a Multipurpose Van. REPOSITIONING OF OMNI Repositioning changed the perception of customer toward Maruti Omni,people started taking it as a family car. Repositioning theme the most spacious car at lowest price Features after Repositioning :1. Most cars do not have any fifth door in the car. Maruti Omni had the bootlatch at the back of the car which can be used both for entering and also for keeping goods.

2. In the new car there is around 7.5 cubic meter of space. This gives the advantage of more space for luggage and more people. 3. For having a pleasant driving experience Maruti Omni the instrument panel is sleek, the steering columns just positioned just right, seat are adjustable . 4. Engine was improved from the previous one. It is more fuel efficient and delivers higher performance. 5. Safety features are standard. 6. A coolant system that eliminates filling water in the radiator was introduced.

For fuel efficency-67% Looks -26% Interrior-23% Service 41% Resales-38%. This are the reason people tend to go to buy for maruti as they think of buying a car.

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