MARKETING STRATEGIES OF MARUTI.

Abstract: Giving you a thorough understanding of Maruti Suzuki's history—from its beginnings
as a modest partnership between Japan's Suzuki Motor Corporation and Maruti Udyog, a
government-owned company, in the early 1980s to its current position at the forefront of the auto
industry—is the main goal of the company's marketing strategy. For any firm to succeed and
reach new heights, a well-thought-out and implemented marketing strategy is necessary.
Acquiring digital marketing abilities has become increasingly crucial with the advent of the
digitalization wave. We proudly invite you to a masterclass in this area, led by Mr. Karan Shah,
the founder and CEO of IIDE, to help you with this process. This essay will provide you with
comprehensive insight into Maruti Suzuki's marketing approach, enabling you to develop a
comprehensive grasp of this industry titan. Let's start with an overview of the business.The
massive Indian automaker Maruti Suzuki India Limited is headquartered in New Delhi. As of
February 2022, the company's market share in the passenger car segment is 44.2%. This firm
gave birth to some of India's most well-known automobiles, such as the Maruti 800, Omni,
Maruti Zen, the still-popular Swift Dzire, and Maruti Gypsy. This paper gives an overview of it.

INTRODUCTION :

"An enterprise is by no means saturated with correct merchandise and manufacturing is rapidly
saturated with horrific products. - Henry Ford"

The Indian Automobile Sector:

The automotive industry is also the biggest industry globally. In India, it is authentic. In every
industrialized economy, the automotive industry is essential. It powers downstream industries
like marketing and marketing, transportation, and dealing with insurance, as well as upstream
industries like iron, steel, aluminum, rubber, plastics, glass, and electronics.

Commercial automobiles can be categorized into five areas: -

 Passenger Cars
 Light Commercial Vehicles Business (LCVMHav)
 Automobile - Passenger cars - Multi-purpose cars
 (MUV) - Two and three cars - Commercial motors
  We shall concentrate on the passenger car industry in India.
The Indian passenger region did worse than its competitors in the rest of the world, despite being
the leader. Local weather control was the main factor in this, and it persisted until the economic
system opened in the middle of the 1990s. International competitors have long been a part of
many criminal enterprises. Additionally, since the car is seen as a "priceless luxury," business is
seen as being much less necessary.

Leading Indian automaker Maruti Suzuki has used a variety of marketing techniques to take the
lead in the industry and keep it.

An overview of the literature and research on Maruti Suzuki's marketing techniques can be found
in the following review of the literature:

1. Branding and Positioning: In the Indian market, Maruti Suzuki has concentrated on
forging a solid brand identity and establishing itself as a dependable and reasonably
priced automaker. According to research, Maruti Suzuki has been able to establish itself
as the brand that Indian consumers prefer thanks to a variety of choices, high-quality
goods, and consistent messaging.

2. Product Portfolio and Market Segmentation: To meet the needs of various client
segments, Suzuki has successfully divided the market and created a wide range of
products. According to research, Maruti Suzuki has chosen a portfolio strategy, providing
a selection of models with different features, costs, and intended markets. The
organization has been able to appeal to a broad consumer base and capture several market
sectors thanks to this strategy.

3. Pricing Techniques: In order to gain traction in the Indian market, Maruti Suzuki has
adopted aggressive pricing techniques. The company's emphasis on providing value-for-
money items and competitive pricing in comparison to its rivals is highlighted by
research. To appeal to price-conscious Indian customers, Maruti Suzuki has used a
variety of pricing strategies, including as value-based pricing, market skimming, and cost
leadership.
4. Distribution and Channel Management: To guarantee that its products are widely
accessible throughout India, Suzuki has built a vast network of distributors. According to
research, the business has a multi-channel distribution strategy that includes online sales
platforms, service centers, and authorized dealerships. Maruti Suzuki has expanded its
client base and gained market domination thanks to its robust distribution network.

5. Marketing and Advertising Techniques: In order to raise brand awareness and sway
consumer decisions, Suzuki has run successful marketing and advertising initiatives.
Research demonstrates how the business interacts with customers and conveys important
brand messaging across a variety of promotional channels, including print, internet, and
social media platforms. Celebrity and sports figure endorsements have also been used by
Maruti Suzuki to increase brand recognition and trustworthiness.

6. Customer Relationship Management: To promote customer happiness and loyalty, Maruti

Suzuki has made CRM a top priority. Studies reveal that the organization has included
customer relationship management (CRM) strategies, such as providing after-sales
support, loyalty schemes, and channels for consumer feedback, in order to establish
enduring connections with clients. Maruti Suzuki's emphasis on customer satisfaction has
boosted favorable word-of-mouth and repeat business.

7. Adoption of Innovation and Technology: To improve its product line and customer
experience, Mitsubishi Suzuki has embraced innovation and technology. The company
places a strong focus on producing ecologically friendly and fuel-efficient cars, and
research shows how it incorporates cutting-edge features and technology into its models.
Because of its dedication to innovation, Maruti Suzuki has established itself as a market
leader in India.

8. Responsibility & Corporate Citizenship: Suzuki has proven its dedication to corporate
citizenship and social responsibility. According to research, the business has put in place
community involvement projects, corporate social responsibility initiatives, and
sustainability efforts. Maruti Suzuki's socially conscious campaigns have improved the
company's reputation and won over customers who share those values.
With the goal of competing, Maruti Suzuki began its restructuring process. The company's
strategy included a focus on increasing operational efficiency through the use of innovative
manufacturing techniques, capacity expansion, information technology integration in the
manufacturing process, regular product launches, and forays into related industries like insurance
and auto financing. When Maruti Suzuki saw the potential in the used automobile market, they
launched Maruti True Value in 2001. Maruti Suzuki increased the range of products it offered
and the extent of its sales and service network throughout India as part of a competitive strategy.
In response to growing competition, Maruti Suzuki made the decision to serve every sector of the
Indian automobile industry. The corporation not only introduced new models, but also
significantly improved its previous models. The most important stage of any marketing plan is
market segmentation. Maruti Suzuki produces cars for several sectors, such as the compact, less
expensive Maruti 800, Maruti Omni, the middle-class Maruti Zen, Swift, and the higher-level
Swift Dzire, SX4, to Sports Utility Vehicle Grand Vitara, in response to the increased demand
for passenger cars from a variety of segments.
Maruti understood that by distinguishing their product offerings through pricing, style,
packaging, promotional appeal, distribution techniques, and superior service, companies may
avoid direct rivalry in the market by using the segmentation strategy. Maruti Suzuki initially
based its marketing and sales strategies on Japanese practices, but they were later adjusted to fit
Indian circumstances.
Maruti Suzuki is modifying its brand positioning, advertising, and promotional strategy in
response to the evolving demands, wants, and requirements of customers and markets. The
foundation of Maruti Suzuki's marketing strategy is satisfying consumer demands while staying
one step ahead of the competition on the global stage from firms such as Hyundai, General
Motors, Mahindra, and so on.

Strategy for Brand Positioning :

A product that adds additional features and sets itself apart from similar products is referred to as
having a brand. It takes more than just advertising or visibility-building to build a brand; you
also need to provide the proper product qualities, pricing, distribution (location), and promotion.

Brand Positioning:
The cornerstone of any brand's strategy is its brand positioning. Managing a brand's meaning is
similarly related to brand positioning. Many auto manufactures are currently showcasing their
products based on attributes like cost, mileage, safety, and comfort level. Maruti Suzuki used a
very successful multi-segmentation approach today to target various market segments with
several brand iterations. Concerning brand positioning According to Mayank Pareek, Maruti
Suzuki believes in research, and the Maruti team thoroughly investigates consumer needs before
releasing a product. In order to position a brand, Maruti tries to comprehend the psychology and
demographics of its customers. Additionally, the business takes existing consumers' comments
into consideration. Speaking about the Maruti brand, Mr. Pareek stated that it represents
pleasure, trust, flexibility, and dependability. Given that many Indians own it, it is an iconic
their very first time driving in it. We took the country by the reins. According to him, Maruti has
changed from being a sales-driven company to one that is entirely focused on its customers.

As per Mr. Shashank Srivastava, Chief General Manager (Marketing), Maruti Suzuki's brand
positioning has altered in tandem with the company's marketing approach. We now use the
phrase "Way of Life" instead of "Count on Us," he claims. The previous tagline focused on
dependability and affordability; now, with "Way of Life," our brand positioning—which is direct
and value-driven—has been combined with elements of sportiness and spirit to generate even
more enthusiasm.
Here are a few Maruti Suzuki brands that the company has placed distinctively and
creatively in the Indian car industry.

Maruti 800: Maruti Suzuki introduced the Maruti 800 with consideration for the expanding
middle class and small families. The Maruti 800 brand primarily catered to urban professionals
in the middle class. Maruti's 800 model, which was positioned on fuel economy, brought about a
change in the Indian market. It was envisioned as a vehicle that would require less upkeep and
use less gasoline. Later on, the manufacturer modified the front grill, headlight, and rear light in
addition to adding MPFI (Multi Point Fuel Injection) technology. Maruti 800 is our "dream car,"
according to Jagdish Khattar, and it's our present to "middle class" customers who wished to
move up from a two-wheeler to a car. Having been launched in 1983, Maruti 800 is still a
popular vehicle on Indian roads, making it one of the longest-surviving car brands. "Expectation
and product promise should match" is what Maruti Suzuki's Executive Officer of Marketing &
Sales, Mayank Pareek, claims is necessary for any brand to endure this long. He claimed that this
vehicle was a breath of fresh air and that its target market made it their first pick practically right
away.
From an inspirational product, it has become an everyday car. Maruti Suzuki has made multiple
positioning adjustments with the goal of creating a car that is inexpensive, fuel-efficient, and
simple to operate and maintain. The current Maruti 800 tagline, "Change your life," emphasizes
how the vehicle has transformed people's lives and lifestyles in addition to being a car.

Alto 800- The Maruti Suzuki Alto 800- Alto 800 is another well-liked model. The brand-new
Maruti Alto 800's catchphrase, "Let's Go Khisko," encourages young people to embrace every
minute of life and to put an end to boredom. The Alto 800 brand is positioned with young people
in mind. The Alto 800 brand draws attention to a number of other attributes, including its wave-
front design, clean, roomy interiors, best-in-class mileage, smooth handling, and safer driving.
The Alto 800 brand, positioned by Maruti Suzuki, boasts a 15 percent increase in fuel efficiency,
increased headroom, leg and shoulder room, and current design lines.

Omni: Maruti Suzuki's multipurpose vehicle is called Omni. Omni is currently offered in five
distinct configurations: cargo, ambulance, five-seater, eight-seater, and LPG. Maruti launched
Omni to cater to the various demands of various user categories. Omni now serves as both a
passenger and a cargo carrier.27 The Maruti Omni was once positioned and promoted as a van.
Subsequently, it was repositioned as the largest car on Indian roads and given the moniker Omni.
Maruti Suzuki positioned the Omni as the most affordable and roomiest car in the Multi Utility
car segment. Maruti again shifted Omni's positioning strategy from van to family vehicle after
realizing that Omni could not take the lead in the van market. The business discovered that
customers' perceptions of Omni varied widely. Afterwards, Maruti Suzuki concentrated on the
new Omni value proposition—the largest family vehicle—through advertisements. Additionally,
the slogan for it was "A Small Car that is Big on Space."29 Currently, Maruti is marketing Omni
as a family vehicle under the tagline "Kamyabi Khushiyon Se Sajaiye."

Wagon R: In the premium compact automobile market, Wagon R is one of Maruti's most
successful brands. The functionality platform served as the foundation for Wagon R's original
positioning. When the Wagon R first came out, it was marketed as a premium vehicle in the
small car market. It was stated that the Wagon R offers a compact car with the performance, size,
and comfort of a luxury vehicle. Wagon R using the "Value Plank" Maruti highlighted the car's
fuel efficiency, performance, and design philosophy of "maximum inside and minimum outside."
The automobile has a 64 horsepower engine. With Wagon R, Maruti Suzuki asserted that voters
would support Wagon R if they were more concerned with "enhancing the quality of life" than
with prestige. The Wagon R was positioned by Maruti Suzuki based on a number of features,
including increased engine power and pickup, improved fuel efficiency, more room, more height,
improved seating comfort, power steering, more cargo space, an intelligent dashboard, safety
features, and availability in both petrol and LPG versions. Maruti Suzuki emphasized that the
Wagon R's height advantage over the Hyundai Santro is its 7 cm greater, making it easier for
customers to get in and out of the vehicle.30 Popular actor Madhavan has been a Wagon R brand
ambassador for a long time. In response, Shashank Srivastava, Chief General Manager of Maruti
Suzuki India Limited, stated that families in the middle or upper middle class who value space
and quality engineering as well as purchasers seeking a logical and efficient vehicle were the
target market for the Wagon R. As the brand ambassador, Madhavan was perceived as a face that
was regionally neutral and that complemented Wagon R's modern, practical, and well-balanced
brand characteristics.

A-Star- The Maruti Suzuki A-Star is the most fuel-efficient vehicle in its class. Maruti Suzuki unveiled
the eagerly awaited A-Star in November 2008. The car was the first to be equipped with the renowned
KB series engine and was marketed as an 188 global strategic model. The brand launched with a bold
goal, presenting itself as an ambitious, fully equipped young automobile for the successful. The A Star
was created with the goals of urban economy-conscious consumers in mind, who demand the highest
possible fuel economy, minimal emissions, superior performance, and stylish design. The A Star is aimed
at urban young professionals and is positioned in the upscale A2 segment. It concerns the self-assured
younger generation of Indians. Mr. Shashank Srivastava claims that during the A-Star brand's initial
campaign in 2008, the company found that while they had concentrated on the attitude component of
positioning, they had neglected to inform consumers about the functional aspects of cars. For this
reason, in July 2009, the company altered its brand positioning strategy for its second campaign. The K
series engine of the A-Star was disclosed to the customers by the firm. Later in the campaign, A-Star
focused on the idea of self-belief.

Brand related Advertisement Strategy

Maruti Suzuki created product-specific advertisements and conveyed diverse messages through
the advertising of its models in order to reach clients in different market segments and gain a
significant market share. The following are the few brand-related advertising methods used by
Maruti Suzuki. When Maruti Suzuki introduced the Wagon R in 2000, it used the slogan "A Car
Full of Ideas" in its advertising campaign. Maruti introduced a unique and imaginative outdoor
campaign for the Wagon R in May 2009, utilizing billboards, mobile vans, unipoles, and other
creative elements. Wagon R's outdoor advertisements were displayed on 23 outdoor billboards
near airports in various Indian cities. The advertisements included distinct backgrounds with
various messaging, and each one featured a famous building from a different city. For instance,
the greeting in Hyderabad said, "Welcome to the city of Charminar & Wagon R," whereas in
Mumbai it said, "Welcome to the city of film stars and Wagon R."

Mr. Mayukh Bhattacharya, Manager of Business Development at Outdoor Media Integrated,

commented on this unique advertising campaign, explaining that the objective was to greet
visitors to each location with these striking creatives. He added that the airport serves as an
effective catchment area. Being near the airport, it also made an effort to connect with current
customers on a positive note.

Maruti Suzuki launched an advertising campaign for its SX4 diesel in 2011. The Lowe Lintas
TVC emphasizes how men leave women waiting in a variety of situations. When asked if this is
because of the SX4 Diesel, the women resignedly say, "Yes, it's here." As the scene shifts to the
men driving their new cars, the voiceover remarks, "Now men will make everything else wait."
This advertisement highlighted the male Indian and his vehicle fixation. Speaking about this
advertisement, Mr. Shashank Srivastava, Chief General Manager of Maruti Suzuki, stated, "We
have attempted to raise customer awareness regarding Maruti Suzuki's recent launch of the SX4
Diesel version." Additionally, Mr. Srivastava claims that the organization is marketing this
exciting world cup to attract as many clients as possible. Additionally, he mentioned that the
business has decided to market SX4 Diesel using print, radio, outdoor, and web marketing. The
slogan used to promote Maruti's A-Star is "Stop at Nothing," encapsulating the philosophy that
the vehicle has long espoused. Mr. Shashank Srivastava claims that the corporation placed a
strong emphasis on confidence and self-belief in the third A Star campaign. Farhan Akhtar
served as the brand ambassador for A Star's debut, and in order to better connect with young
adults looking to express their passions, the launch TVC included aspects from the popular
Bollywood movie "Rock On." Farhan Akhtar remained the brand spokesperson in the
advertisement, however it was a bit more forceful in print.

Sales Promotional Strategies of Maruti Suzuki

No matter how big or little, every business needs to have a creative promotional plan because
marketing campaigns often have a significant impact on how the product is received. Maruti
Suzuki India Ltd has been aggressively advertising each of its automobile brands and boasts a
powerful lineup of vehicles. In an effort to draw in customers, Maruti Suzuki introduced the
"Change Your Life" campaign in 2003. Additionally, the organization provided car insurance for
just one rupee.

Customers had to respond to a question and record the chassis and engine number of their
vehicles on the entry form in order to participate in this campaign. The victors of this
competition were selected by lot and received gifts totaling Rs. 50 million. Maruti Suzuki and
State Bank of Travancore signed a deal in 2003 to offer low-interest loans to people looking to
purchase Maruti vehicles. Additionally same year, the business partnered with Union Bank of
India to offer Maruti Suzuki customers loans at affordable interest rates. In 2004, Maruti Suzuki
unveiled the "2599" offer for the Maruti 800. In addition to stating that the car could be
purchased for just Rs. 2,599 a month, the offer also emphasized the goals of scooter owners who
wanted to upgrade to a car. With this offer, the buyer could purchase a Maruti 800 for a seven-
year period at an Easy Monthly Installment of Rs. 2,599 only.

Rural Marketing-

The villagers, or rural people, of today have come to terms not only with the contemporary
methods of agriculture as enterprises but also with modern living. The farmer purchases things
carefully. In addition to food and consumables, he is interested in purchasing cars, bicycles,
watches, refrigerators, radios, and televisions. Farmers now earn more per capita than they did a
generation ago, and their spending habits have also evolved. The rural market is hardly a passive
one these days. It is thriving and expanding more quickly. An essential factor in India's growing
economic development is the burgeoning rural market. The marketing industry is shifting its
focus to villages in response to the changing circumstances: "Go rural" is the catchphrase of
experts in the field.

Promotional Offers :

Through its authorized dealers, Maruti Suzuki announced a number of offers for its consumers as
part of a promotion campaign to boost sales. Maruti Suzuki dealers announced the "Khulja Sim-
Sim offer" in conjunction with this promotion. The dealers emphasized that customers who
purchase Maruti cars prior to budget declaration will receive guaranteed presents under this
offer. The company's dealers promised their clients gifts like a refrigerator, washing machine,
22-inch LCD screen, microwave, digital camera, Titan watches (a pair), suitcase, DVD player,
phone, video game, dinner set, and genuine Maruti accessories valued at Rs. 1500 and Rs. 1000.
Pricing Strategy

The price of a good or service is its monetary equivalent. Both the buyer and the seller place
great weight on the price. Costs play a significant role as economic regulators. Many elements,
including market competition and current laws, must be taken into account when determining the
price a company will charge for its goods. Maruti offers products at all price points and serves all
market sectors. 70% of Maruti's sales come from recurring customers who have previously
purchased a Maruti vehicle. Maruti Suzuki bases its pricing strategy on giving every client who
wants an upgrade in his car a choice. Maruti Suzuki's price strategy benefits Maruti as well as its
clients. The manufacturer offers a different model for cars priced between Rs. 3.25 lakhs and Rs.
4.50 lakhs, with the price difference being approximately Rs. 10,000. Within this price range,
Maruti provides five distinct models of automobiles. This pricing technique contributes to more
choice accessible to a client. Owing to the abundance of possibilities, most clients may find
something within or close to their budget. And such a vast array of choices enable clients to save
money because there is a greater likelihood that a model will be available with the features they
need and not overly equipped with features that they won't utilize.

Conclusion :

After examining Maruti Suzuki's marketing techniques, the following important conclusions may
be made:

1. Robust Market Position: In the Indian automobile sector, Maruti Suzuki has effectively carved
out a robust market place. Consistent sales growth, customer loyalty, and brand recognition have
all been facilitated by its marketing techniques.

2. Customer-Centric Approach: By emphasizing value delivery and meeting customer needs,

Maruti Suzuki has shown that it can take a customer-centric approach. A devoted clientele has
been amassed by the business thanks to its emphasis on after-sale services, individual
interactions, and the customer experience.

3. Effective Branding and Differentiation: By highlighting important characteristics like

dependability, affordability, fuel efficiency, and safety, Maruti Suzuki has successfully set itself
apart from rival brands. Customers have responded favorably to the company's branding
initiatives, which has increased its market dominance.
4. Embracing Digital Marketing: Maruti Suzuki has endeavored to interact with customers in the
digital sphere by embracing online platforms and realizing the significance of digital marketing.
Through its digital marketing campaigns, it has been able to reach a wider audience, build brand
awareness, and establish a connection with online shoppers.

5. Flexibility to industry Trends: Maruti Suzuki has demonstrated flexibility to accommodate

shifting consumer tastes and industry trends. The corporation has embraced sustainability by
emphasizing environmentally friendly automobiles and by consistently innovating its product
line to meet changing consumer demands.

6. Robust Distribution Network: Maruti Suzuki's marketing performance has been greatly aided
by its wide dealership network and broad distribution network throughout India. Due to the
company's extensive reach, a large portion of the market has been able to easily obtain its items.

7. Constant Improvement: Maruti Suzuki has demonstrated a dedication to constant improvement

through its marketing initiatives. To keep ahead of the competition, spot new trends, and
improve its marketing efficacy, the organization makes investments in partnerships, data
analytics, and market research.

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