Place

Place is another key marketing mix tool, it includes various activities the company undertakes
to make the product accessible and available to the target customer.Maruti makes its entire
car accessible through the direct and indirect channel of distribution i.e. dealers to have a
wider geographical coverage. The most innovative approach followed by Maruti is its True
Value Service complemented by a huge network of authorized dealers positioned in every
part of the country.
Maruti True Value Service
Maruti True Value is India No.1 organized pre-owned car brand .True Value is venture of
India’s largest automobiles manufacturer “Maruti Suzuki India Ltd”. Maruti True Value
business expands the family of Maruti customers, providing reassurance to existing Maruti
customers about resale of their cars and further emphasizes Maruti s commitment towards
enhancing customer satisfaction by continuous association during the vehicle ownership life
cycle.

No one knows your Maruti car better than Maruti - based on this premise, Maruti chanalises
its expertise to ensure that transactions in pre owned cars are transparent and fair. Through
that, the company endeavors to extend the relationship and emotional connect that it enjoys
with the customer.

True Value has transparent and fair evaluation process, which is currently missing in the
largely unorganized market for pre-owned cars. Maruti True Value processes and systems
ensure that the seller gets the right price and is paid promptly.

Under True Value, the seller has the option to be paid in cash, or get a True Value car in
exchange or a brand new Marti Suzuki car in exchange. True Value category cars bought by
Maruti True Value dealers are taken to state-of-the-art workshops.

True Value Category cars are refurbished in state of art workshops using Maruti Genuine
Parts and by skilled technicians. These cars are then sold through Maruti True Value outlets.

As a mark of confidence, and to provide reassurance to customers, every vehicle bought

under Maruti True Value is inspected and certified by Maruti Engineers and the Car carries a
one-year warranty and three free services. Convenient finance options are also offered to
buyers of Maruti True Value cars.

Maruti has a wide accessibility by setting up of dealers and service stations and thus has
gained wide acceptability and large number of customers. It also makes sure that there is no
delay in processing the orders and invoicing of the products and the speed of delivery is a
major way of gaining competitive advantage, which MUL has capitalized on.
At Maruti TrueValue they believe that all customers need should be met under one roof.
Thus, when they visit any of the exclusive Maruti TrueValue outlets it is discovered that not
only do they get the best value while buying, selling or exchanging but also all other car
related needs. Be it insurance, finance, service, accessories or anything else related to cars.

MARUTI SUZUKI INDIA”-WINNING THROUGH DESIGNING AND

DELIVERING
The relationship between designing and customer value is one of planning and executing. A
customer value proposition consists of the sum total of benefits which a vendor promises that
a customer will receive in return for the customer's associated payment. Winning through
Excellent Customer Service is the only sure formula for winning more and more customers
than competition. Good customer services help the companies in attracting and Keeping
many loyal and committed customers for life.

Today, Maruti Suzuki is the largest automobile manufacturer in South Asia. It is

largely credited for having brought in an automobile revolution to India. Maruti Suzuki has
been the leader of the Indian car market for over two decades. Cars More than half the cars
sold in India are Maruti Suzuki cars.

Maruti Suzuki is one of the companies in India which has unparalleled sales and service
network. Maruti Suzuki has a firm belief that the success of car industry is completely based
on fulfilling the demands of excellence in diverse areas including good products, robust sales,
support network, and acumen for logistics and inventory. Increasingly, the company has laid
its successful business on a prosperous design and development capability. Customer delight
has always been the first priority for Maruti. In regards to this priority, the company always
keeps the door of past and future open for its customers so that they can cherish the past and
rejoice the upcoming.

Since its inception in the country, Maruti Suzuki India has nurture its supplier base, dealer
network and even the customer base to reach the height it is rejoicing today. The company
has always maintained a disciplined team of skilled and talented professionals. Apart from
this, the company has always been successful in meeting the changing demands of the
changing generation. It has just turned out to be perfect in all operations and endeavors.

Customer delight has always been the first priority for Maruti. In regards to this
priority, the company always keeps the door of past and future open for its customers so that
they can cherish the past and rejoice the upcoming. Over the last few years, Maruti Suzuki
strengthened the existing practices and experimented with many new initiatives by way of
kaizens (continuous improvements) to delight its customers.
RURAL MARKETING STRATEGY:
Rural Market covers around 3/4th population of the country. So, every sector has a lot of
scope including the automobile industry. Automobile penetration in the rural Indian market is
negligible. Overall vehicle penetration figures in India are also not all that encouraging either
with only 19 in every 1,000 people having a personal mode of transport. Seeing a huge
potential in villages and smaller towns where incomes are increasing thanks to good
monsoons and high minimum support price for government procurement, Maruti increased its
focus on the rural markets in the last couple of years. So, in order to skim the benefit of the
potential customer existing in these areas various positioning strategies is being followed by
the company:

 Apart from recruiting people for the R&D operations,Maruti is also looking to hire
people for sales & marketing with an aim to penetrate rural areas in an effective way.
The company plans to add another 600 people to its present tally of 7,200 employees
of which over half will be engaged in sales and marketing.
 To attract rural customers, Maruti Suzuki India is tying up with public sector banks
that have both a branch network in these areas and the resource base to make loans.
“Due to the economic slowdown, private sector banks are going slow on vehicle
finance, hence Maruti is moving closer towards public sector banks for providing easy
credit to customers the officials are in talks with Bank of India and Punjab National
Bank among others for this purpose.
 Reiterating that Maruti 800 would not be competing with Tata Nano, which is in the
ultra low cost segment, Siddiqui said that Maruti 800 was still a very popular car in
the rural areas. It still continues to be among the most popular brands in India and
there are no plans to compete in the ultra low cost segment.

The contribution of rural sales has more than doubled during the present calendar year.
According to SY Siddiqui, managing executive officer of Maruti Suzuki India the end of
2009 calendar year as much as 8 per cent of sales will come from rural areas, up from 3.8 per
cent last year. Apart from the major car demands from the ever growing city population, rural
India is the key area to increase the business in India and Maruti has rightly targeting on this
idea. The company has witnessed a significant 17% sales contribution from the rural market
and it will continue to strengthen its presence over there.

Dealers and authorized centers:

The company has a sales network of 802 centers in 555 towns and cities, and provides service
support to customers at 2,740 workshops in over 1,335 towns and cities (as on March 31,
2010). The company is focused on rapidly expanding the sales and service further across the
country.
The company's Chief General Manager Mr. Shashank Srivastava informed that Maruti's
intention is to take these number upto 1,000 service centres in this fiscal year. Maruti, India's
No.1 Car maker is all set to widen its business. The auto maker is celebrating its peak sales
constituting more than 1lakh cars in May alone and at the same time getting ready to increase
the dealerships to ease the distribution of its value for money products.