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BackgroundBackground

Maruti Suzuki India Limited (MSIL) was established in Feb 1981 through

an Act of Parliament, as a Government company with Suzuki MotorCorporation of Japan holding 26 per cent stake .

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It was entrusted the task of achieving the following:It was entrusted the task of achieving the following:

Modernization of the Indian Automobile Industry.Modernization of the Indian Automobile Industry.

Production of vehicles in large volumesProduction of vehicles in large volumes

Production of fuel efficient vehiclesProduction of fuel efficient vehicles

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MARUTI UDYOG LIMITEDMARUTI UDYOG LIMITED

The Joint Venture agreement was signedThe Joint Venture agreement was signedbetween Government of India and Suzukibetween Government of India and SuzukiMotor Company (now Suzuki MotorMotor Company (now Suzuki Motor

Corporation of Japan) in Oct 1982.Corporation of Japan) in Oct 1982.

The company went into production in aThe company went into production in a

record time of 13 months and the first carrecord time of 13 months and the first carwas rolled out from Maruti Suzuki Indiawas rolled out from Maruti Suzuki IndiaLimited Gurgaon in December, 1983.Limited Gurgaon in December, 1983.

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The Joint Venture agreement was signedThe Joint Venture agreement was signed

between Government of India and Suzukibetween Government of India and Suzuki

Motor Company (now Suzuki MotorMotor Company (now Suzuki Motor

Corporation of Japan) in Oct 1982.Corporation of Japan) in Oct 1982.

The company went into production in aThe company went into production in a

record time of 13 months and the first carrecord time of 13 months and the first car

was rolled out from Maruti Suzuki Indiawas rolled out from Maruti Suzuki India

Limited Gurgaon in December, 1983.Limited Gurgaon in December, 1983.

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These 4Ps includes some factors which theThese 4Ps includes some factors which the

companies marketing activity. So that the Maruticompanies marketing activity. So that the Maruti

company use its own marketing mix which is the setcompany use its own marketing mix which is the setof marketing tool that they uses to pursue itsof marketing tool that they uses to pursue its

marketing objective in the target market.marketing objective in the target market.

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The 4Ps comes under the marketing mix of theThe 4Ps comes under the marketing mix of the

company. It includes:company. It includes:

MARKETING MIXMARKETING MIX

PRODUCT PRICE PLACE PROMOTIONPRODUCT PRICE PLACE PROMOTION

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4Ps Of Maruti Car4Ps Of Maruti Car

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ProductProduct Maruti 800Maruti 800: Launched 1983.: Launched 1983.

Maruti OmniMaruti Omni: Launched 1984.: Launched 1984.Maruti Gypsy: Launched 1985.Maruti Gypsy: Launched 1985.

Maruti 1000: Launched 1990Maruti 1000: Launched 1990

Maruti Zen: Launched 1993 with a facelift inMaruti Zen: Launched 1993 with a facelift in

2003.Production ended in 2006.2003.Production ended in 2006.Maruti Esteem:Launched 1994Maruti Esteem:Launched 1994

Maruti Wagon-R:Launched 1999 Modified 2006Maruti Wagon-R:Launched 1999 Modified 2006

Maruti Baleno:Launched 1999. Production ended lateMaruti Baleno:Launched 1999. Production ended late2006/early 2007.2006/early 2007.

Maruti Alto:Launched 2000. Currently the largest sellingMaruti Alto:Launched 2000. Currently the largest sellingcar in Indiacar in India

Maruti Grand Vitara:Launched 2003Maruti Grand Vitara:Launched 2003

Maruti Grand Vitara XL-7: Launched 2007Maruti Grand Vitara XL-7: Launched 2007

Maruti Versa: Launched 2004Maruti Versa: Launched 2004
http://en.wikipedia.org/wiki/Maruti_800http://en.wikipedia.org/wiki/Maruti_800http://en.wikipedia.org/wiki/Maruti_Omnihttp://en.wikipedia.org/wiki/Maruti_Omnihttp://en.wikipedia.org/wiki/Maruti_Omnihttp://en.wikipedia.org/wiki/Maruti_800

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PricePrice

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Maruti-800Maruti-800

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Maruti 800Maruti 800

Specifications Transmission TypeManual FuelSpecifications Transmission TypeManual FuelTypePetrol Seating Capacity5 Gearbox5 SpeedTypePetrol Seating Capacity5 Gearbox5 SpeedEngine Description0.8L 47bhp FC engineEngine Description0.8L 47bhp FC engineEngine Displacement796 ccMileage-City14.6Engine Displacement796 ccMileage-City14.6

kmplMileage-Highway18.9 kmplMaximumkmplMileage-Highway18.9 kmplMaximumPower47@6,200 (PS@rpm)MaximumPower47@6,200 (PS@rpm)MaximumTorque6.32@3,000 (kgm@rpm)Torque6.32@3,000 (kgm@rpm)

:Rs. 2,37,372 to Rs. 2,88,512:Rs. 2,37,372 to Rs. 2,88,512

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ALTOALTO

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ALTOALTO

SpecificationsSpecifications Transmission TypeManual FuelTransmission TypeManual FuelTypePetrol Seating Capacity4 Gearbox4 SpeedTypePetrol Seating Capacity4 Gearbox4 Speed

Engine Description0.8L 37bhp 4-stroke cycle,Engine Description0.8L 37bhp 4-stroke cycle,water cooled Engine Displacement796 ccMileage-water cooled Engine Displacement796 ccMileage-City15.7 kmplMileage-Highway19.9 kmplMaximumCity15.7 kmplMileage-Highway19.9 kmplMaximumPower37.5@5,000 (PS@rpm)MaximumPower37.5@5,000 (PS@rpm)MaximumTorque6@2,500 (kgm@rpm)Torque6@2,500 (kgm@rpm)

Ex-Showroom Price :Ex-Showroom Price :Rs. 2,02,505 to Rs.Rs. 2,02,505 to Rs.2,33,2362,33,236

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Zen-estiloZen-estilo

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Zen-estiloZen-estilo

SpecificationsSpecifications Transmission TypeManualTransmission TypeManual

Fuel TypePetrol Seating Capacity5Fuel TypePetrol Seating Capacity5

Gearbox5 Speed Engine Description1.1LGearbox5 Speed Engine Description1.1L

64bhp 32x4 hypertech engine Engine64bhp 32x4 hypertech engine Engine

Displacement1,061 ccMileage-City12.5Displacement1,061 ccMileage-City12.5

kmplMileage-Highway16.9 kmplMaximumkmplMileage-Highway16.9 kmplMaximum

Power64@6,200 (PS@rpm)MaximumPower64@6,200 (PS@rpm)MaximumTorque8.5@3,500 (kgm@rpm)Torque8.5@3,500 (kgm@rpm)

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ESTEEMESTEEM

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ESTEEMESTEEM

SpecificationsSpecifications Transmission Type Manual FuelTransmission Type Manual FuelType Petrol Seating Capacity5 Gearbox5 SpeedType Petrol Seating Capacity5 Gearbox5 SpeedEngine Description1.3L 85bhp 4-stroke cycle, all-Engine Description1.3L 85bhp 4-stroke cycle, all-

aluminum water cooled Engine Displacement1,298aluminum water cooled Engine Displacement1,298ccMileage-City11.5 kmplMileage-Highway14.5ccMileage-City11.5 kmplMileage-Highway14.5kmplMaximum Power86.18@6,000kmplMaximum Power86.18@6,000(PS@rpm)Maximum Torque11.21@4,500 ()(PS@rpm)Maximum Torque11.21@4,500 ()kgm@rpmkgm@rpm

Rs. 4,15,629 to Rs. 4,93,850Rs. 4,15,629 to Rs. 4,93,850

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versaversa

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versaversa

SpecificationsSpecifications Transmission TypeManual FuelTransmission TypeManual FuelType Petrol Seating Capacity5 Gearbox5 SpeedType Petrol Seating Capacity5 Gearbox5 SpeedEngine Description1.3L 82bhp 4-stroke cycle, allEngine Description1.3L 82bhp 4-stroke cycle, allaluminum water cooled Engine Displacement1,298aluminum water cooled Engine Displacement1,298

ccMileage-City11.0 kmplMileage-Highway13.6ccMileage-City11.0 kmplMileage-Highway13.6kemps Maximum Power83.1@6,000kemps Maximum Power83.1@6,000(PS@rpm)Maximum Torque10.4@3,000(PS@rpm)Maximum Torque10.4@3,000(kgm@rpm)(kgm@rpm)


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Wagon-RWagon-R

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Wagon-RWagon-R

SpecificationsSpecifications Transmission Type Manual FuelTransmission Type Manual FuelType Petrol Seating Capacity5 Gearbox5 SpeedType Petrol Seating Capacity5 Gearbox5 SpeedEngine Description1.1L 64bhp 4 cal. In-line, FCEngine Description1.1L 64bhp 4 cal. In-line, FC

engine Engine Displacement1,061 ccMileage-engine Engine Displacement1,061 ccMileage-City13.9 kmplMileage-Highway17.3 kempCity13.9 kmplMileage-Highway17.3 kempMaximum Power64@6,200 (PS@rpm)MaximumMaximum Power64@6,200 (PS@rpm)MaximumTorque8.6@3,500 (kgm@rpm)Torque8.6@3,500 (kgm@rpm)


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SWIFTSWIFT

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SWIFTSWIFT

SpecificationsSpecifications Transmission Type Manual FuelTransmission Type Manual FuelType Petrol Seating Capacity5 Gearbox5 SpeedType Petrol Seating Capacity5 Gearbox5 SpeedEngine Description1.3L 87bhp AlTec32 engineEngine Description1.3L 87bhp AlTec32 engine

Engine Displacement1,298 ccMileage-City12.2Engine Displacement1,298 ccMileage-City12.2kmplMileage-Highway16.1 kmpl MaximumkmplMileage-Highway16.1 kmpl MaximumPower88.2@6000 (PS@rpm) MaximumPower88.2@6000 (PS@rpm) MaximumTorque11.5@4,500 (kgm@rpm)Torque11.5@4,500 (kgm@rpm)


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Grand-VitaraGrand-Vitara

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Grand-VitaraGrand-Vitara

SpecificationsSpecifications Transmission TypeAutomatic FuelTransmission TypeAutomatic Fuel

TypePetrol Seating Capacity5 Gearbox4 SpeedTypePetrol Seating Capacity5 Gearbox4 Speed

Engine Description2.0L 120bhp Series engine w/Engine Description2.0L 120bhp Series engine w/

Variable Induction & Drive by Wire technologyVariable Induction & Drive by Wire technologyEngine Displacement1,995 ccMaximumEngine Displacement1,995 ccMaximum

Power121.16@5,500 (PS@rpm)MaximumPower121.16@5,500 (PS@rpm)Maximum

Torque17.33@3,500 (kgm@rpm)Torque17.33@3,500 (kgm@rpm)

Ex-Showroom Price :Ex-Showroom Price :Rs. 14,80,000 to Rs.Rs. 14,80,000 to Rs.

15,28,71115,28,711

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PlacePlace

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MARUTIMARUTI

The place of the car in the whole world .The place of the car in the whole world .

Maruti Udyog Limited decides its distribution channels forMaruti Udyog Limited decides its distribution channels forselling car, like use some time and level or some times twoselling car, like use some time and level or some times twolevel marketing channels. They decide areas in which theylevel marketing channels. They decide areas in which they

are deals with customers. They show the permanentare deals with customers. They show the permanentlocation for selling the car. They provides the many usefullocation for selling the car. They provides the many usefulinventory they defines the transport facility of the companyinventory they defines the transport facility of the companyfor company to market and market to consumers. Manyfor company to market and market to consumers. Manyshowroom of Maruti udyog limited in our India.showroom of Maruti udyog limited in our India.

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PromotionPromotion

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MARUTIMARUTI

Main promotion of car is done by the advertising.Main promotion of car is done by the advertising.The advertising is mainly done in the form ofThe advertising is mainly done in the form of

different T.V. channels, different newspaper,different T.V. channels, different newspaper,holdings etc. Now days the main promotion isholdings etc. Now days the main promotion isdone by the brand ambassadors such as filmdone by the brand ambassadors such as filmstars, celebrities, sportsmen, etc. And in this casestars, celebrities, sportsmen, etc. And in this case

they decide his actual or required sales forces forthey decide his actual or required sales forces forselling its car. And they maintain customerselling its car. And they maintain customerrelationship. And they do direct marketing.relationship. And they do direct marketing.

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S T PS T P

(Segmentation Targeting & Position)(Segmentation Targeting & Position)

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MARUTIMARUTI

The business or the organization can not meet theThe business or the organization can not meet the

needs of each and every individual in the market,needs of each and every individual in the market,

the market is divided into meaningful, relativelythe market is divided into meaningful, relatively

similar and identifiable groups, the purpose ofsimilar and identifiable groups, the purpose ofwhich is to enable to the marketer to meet thewhich is to enable to the marketer to meet the

needs of one or more specific groupsneeds of one or more specific groups ..

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Firm often use market segmentation- dividing theFirm often use market segmentation- dividing the

market into subsets a customer that behavemarket into subsets a customer that behave

similarly.similarly.

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Level of marketingLevel of marketing

They use segmentation level marketing In market.They use segmentation level marketing In market.

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Matching of the customer needMatching of the customer need

Different customers have different needs toDifferent customers have different needs to

match their needs Maruti Udyog Ltd.match their needs Maruti Udyog Ltd.Creates different offers for eachCreates different offers for eachsegmentation. Segmentation makes sensesegmentation. Segmentation makes sense

and providesand provides

Customer with a better solution.Customer with a better solution.

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Better opportunities for growthBetter opportunities for growth

Market segmentation can Build sales. ForMarket segmentation can Build sales. Forexample, customer can be encouraged toexample, customer can be encouraged to

Trade up after being introduced to aTrade up after being introduced to a

particular product with an introductory, lowerparticular product with an introductory, lower

price product.price product.

4 p of maruti

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