Brief Introduction of MSIL

Maruti Suzuki India Limited (MSIL, formerly Maruti Udyog Limited), a subsidiary of
Suzuki Motor Corporation of Japan, is India's largest passenger car company,
accounting for over 50 per cent of the domestic car market.
 Product Range
The company offers a wide range of cars across different segments.
It offers 14 brands and over 150 variants
Entry Level -Maruti 800,
People movers-Omni and Eeco
International brands- Alto, Alto-K10, A-star, WagonR, Swift, Ritz and
Estilo
Off-roader –Gypsy
SUV- Grand Vitara
Sedans SX4 and Swift DZire
Marketing Function
Structure of Marketing Division
 Marketing structure

Executive Officer ( M & S)

DVM (Marketing)

PG 1 PG 2 PG 3 PG 4 MKR Prod Plng Media

M800 Swift Zen Estilo Omni

Alto Swift Dzire Wagon R Versa
SX4 A-Star Grand Vitara
Corporate

All Product Groups are headed by a DPM

Brand Managers handle a brand and report to the DPM
 Role of a Product Group

• Brand Management
– Brand Positioning
– Brand Communication in media and at ground level
– Brand performance measurement – mindshare etc
– Brand sustenance
– Function as an aid to sales team to achieve sales and market
share targets
• New Product proposals (along with Product Planning)
– Competition tracking – current and future
– New product features , pricing , target markets etc
– Limited editions on existing products
– Launches activities of new products
 Alto

• India’s largest selling car

• It was launched in September 2000 in LX and VX variants

• Now currently available in 3 variants –

– Standard : non AC
– LX : AC variant
– LXI : AC + power steering

• Powered by a 800 cc engine , meeting BS III emission norms

• Price starts at Rs 2.34 lakhs (ex showroom Delhi)

• Alto offers the user the best combination of very good fuel
efficiency, contemporary design and looks, conveniences like
Electronic Power Steering and air-conditioning – all at a low price .
Understanding Role of Product Group
in Brand Management through
Example
 Product Group 1
(Entry level car segment)
Brand Positioning
• POSITIONING BY PRODUCT ATTRIBUTES AND
BENEFITS
 It was launched in September 2000 in LX and VX variants
 Price starts at Rs 2.34 lakhs (ex showroom Delhi)
 Alto offers the user the best combination of very good fuel
efficiency, contemporary design and looks, conveniences like
Electronic Power Steering and air-conditioning – all at a low price .

“Launch : Hottest little car in town”

Initial Focus- Building Brand Identity

 Initial Focus- Building Brand Identity

Accolades, Reviews & Achievements

• 2000 : Winner of the “Overdrive most exciting new car of the year”

• 2001 : BS Motoring Car of the year 2001

• 2002 : Overdrive Car of the year 2002

Reinforcing Product Strength

“Results : Fastest to reach a lakh unit of sales – in 150 days”

Brand Strengthening
• Post launch : ‘Fun on the run’ commercials

• Lets go campaign in 2003 – Jaipur TVC followed by the

‘Train’ TVC
• Boondein TVC in 2005

• FOCUS:POSITIONING BY CULTURAL SYMBOLS

“ Targeting the user by connecting with the emotions &
involving them with the product”
Brand Strengthening
• Post launch : ‘Fun on the run’ commercials

• Lets go campaign in 2003 – Jaipur TVC followed by the

‘Train’ TVC
• Boondein TVC in 2005

• FOCUS:POSITIONING BY PRODUCT USER

“ Targeting the user by connecting with the emotions

• Fuel efficiency campaign TVC in 2006
POSITIONING BY PRODUCT CLASS
 Milestones achieved by Alto

• Fastest to reach the 0 to 5 lakh sales figure – in 6 years

• Fastest to reach a lakh unit of sales – in 150 days

• Crossed the 10 lakh sales figure – in 2008

 Sales performance of Alto – All India
240000
220000
200000
180000
160000
140000
120000
100000
80000
60000
40000
20000
0
FY 2002-03

FY 2004-05

FY 2005-06
FY 2000-01

FY 2001-02

FY 2003-04

FY 2006-07

FY 2007-08
Sales growth mainly on account of
1. Price cuts on Alto in 2003 and 2006
2. Increasing preference of Alto as the first car for a first time car intender
3. Facelift on Alto in 2005 and limited editions in 2006
Thank You