SELLING LAB ASSIGNMENT

Submitted by :
• Abhigyan Nanda
(USC19001)
• Sampreet Rath
(USC19035)
• Shilpa Dash
(USC19043)
• Soumen Mohanty
(USC19050)
• Suman Tirkey
(USC19053)
  Walmart uses data mining to
discover patterns in point of sales
data. Data mining helps Walmart find
patterns that can be used to provide
product recommendations to users
based on which products were
bought together or which products
were bought.
 Walmart uses mono-segment type of
positioning and accordingly, Walmart
Segmentation marketing management appeals to
single customer segment who place
greater value on .the price attribute of
& Prospecting products compared to other attributes
 Exploratory research design was
employed by Walmart mainly
because it provided with insights into
the factors that matter the most.
 Wal-Mart Marketing Mix 
Walmart Marketing Mix – Product
 Walmart stores sell a wide variety of products. They bring to the
market what customers want.
 Maintains a strong relationship with suppliers .
 Walmart white labels products that are then exclusively available
in Walmart Stores .
 They buy in large quantities to achieve discounts & economic of
scale.
 Walmart Marketing Mix – Promotion
 Promotional strategies are the strategies an organization
uses to attract or enlighten the public about its product.
 They provide secure shipping methods that ensure the
highest levels of service for customers who purchase online .
 Walmart employs a diversified array of advertising media ,
including TV ads , billboards , social media and even E-
commerce platforms .
Marketing Mix  Walmart marketing mix -
PRICE
 The price of a product influences its
future success and long-term
continuity. It determines the profits
realized from the sale and the
competitiveness of the product in the
market.
 If the product is priced high, the
profit per unit sold will be high. On
the other hand, if the prices are low,
demand is more likely to be high.
 Diversification ensures that
complimentary goods can drive the
sales of other customer-friendly prices
and focuses on bulk sales to maximize
sales rather than overpricing products
if one is under-promoted.
 Walmart Marketing Mix –
Place
 Geographical accessibility are key
elements for customers.
 A well-planned network of distribution
centres that makes it easy for stores to
collect their orders , as well as to deliver
their products directly to consumers .
 A strong eCommerce platform that
allows customers to purchase goods
without having to visit a physical
location .
 A fleet of delivery trucks for efficient
door-to-door deliveries .
 Strategies - For Customer Convenience-
1. Improved Experience 1. Check out with me
2. Expanded Assortment 2. Store Maps
Consumer 3. Two Days Shipping 3. Enhanced Online
Shopping Experience
Engagement 4. Easier Market Place
Shopping
 How Consumer’s Feedback
improved Walmart’s Outlook
 Understanding Customer’s
Consumer’s Perception
 Customer Driven Change
Feedback & Sales
Planning
Go To Market Strategies
1. Competitive Pricing
2. Inventory Management
3. Variety of Products
4. Excellent Customer Support
5. Proper Marketing
6. Strategic Promotions
7. Omni Channel Strategy
- Bigger Reach
- Simple to Manage
- Liquidate slow selling stock
- Easy Competitor Monitoring
Strategies taken by Walmart to boost
sales
 Walmart mainly operates on the concept of EDLP
(Every Day Low Price) pricing strategy. 
• Through this strategy they support their business plan
of "Cost Leadership" i.e. huge number of sales driving
major profits for Walmart compared to other stores
that have low number of sales and high profit margins.
• Walmart offers a wider collection of products in every
category they sell. Its products range from furniture,
groceries, appliances, hardware, health goods, beauty
products, wellness, sports to entertainment.
• Diversification makes sure that their complimentary
products drive sales of a product even if another is
under-promoted.  
Segmentation and Consumer Information of Maruti
Suzuki
Having the wide range of models in almost
every segment of the automobile market.
Maruti Suzuki offers 16 brands and 150
variants spanning across all segments, thus
serving the diverse range of
customers. Brand product strategy focuses
on catering to the needs of almost all the
segments from the middle class to high
class.
Segmentation is done on the
basis of Geography, Income, and Behavior. 
Based on Geographical segmentation, the two segments are Urban areas
and Semi-Urban areas. Based on the region targeted selling is done ex:
selling of Alto 800 is focused more in Semi-Urban areas because of its
affordable price. 
Based on Income, the segmentation has been done in 3 parts: 

Low Income (2-5 lakhs): ex Alto800, K10, Celerio

II) Medium Income (5-8 lakhs): ex Swift, Baleno

III) High Income (8+ lakhs): ex Ciaz, Ertiga, S-Cross

Based on Behavior, the segmentation has been done into Road Warriors,
Generation and Price Shoppers. This is basically segmentation based on
the benefit sought by the customers while buying a car. For ex: Price
Sensitive shoppers would like to opt for Alto800, people who like to travel
long distances a lot would like to go for Ciaz, etc.
Maruti Suzuki 1. Product Strategy: 2. Price Strategy:
Marketing  Maruti Suzuki India has a diverse
product portfolio.
 One of the key drivers of volumes of
sale for Maruti Suzuki has been its
Strategy &  Maruti million cars each year
with 15 car models and a total of 
‘value for money’ strategy.
 By providing light weight yet safe cars,

Marketing Mix 
150 variants.
Total market share of 47%
Maruti is able to cut down on costs and
price its cars competitively, in some cases
undercutting the competition by 7-10
(4Ps) 
amongst all passenger cars sold.
Maruti also offers services such percent.
as Maruti finance, Maruti  Thus the pricing strategy in the
Insurance, Maruti True Value marketing mix of Maruti Suzuki is
(used cars), Maruti Accessories dependent upon the competitors, market
and Maruti Driving School to dynamics and the segment catered to.
promote the growth of its
bottomline.
Marketing Mix …
3. Place Strategy:
• Maruti ‘s service network spans most states of India and is spread across
1400+ cities manufactured at 2 factories, Manesar and Gurgaon with an
annual capacity exceeding 15 lakh cars per annum.
•  Maruti has around 1800+ sales outlets in all the cities combined.
•  Maruti has a dealership which is wider than such competitors as
Hyundai, Tata and Mahindra, even in the rural landscape.
• Maruti covers not only its presence of dealers but also service centres ,
service is a major revenue generator for the company due to its wide
network.

4. Promotion Strategy:
• Maruti uses unique advertising methods to promote its cars and often
ropes in stars and celebrities as brand ambassadors for various cars models.
• Maruti has utilized heavily the online promotion space for the launch of
its Brezza, Ignis and S Scross. 
• Maruti also uses traditional advertising spaces such as newspapers,
television, radio, ATL etc.
• The ad campaigns often highlight the huge service network of the brand
Consumer Engagement & Feedback Mechanism of Maruti
Suzuki
 Maruti Suzuki introduces loyalty rewards program to
boost customer engagement.
 Maruti Suzuki Rewards covers all passenger vehicle
customers from Arena, Nexa and True Value outlets.
 The rewards can be used for redemption against vehicle
service, purchase of accessories, genuine parts,
extended warranty and insurance or enrolling with
Maruti's driving schools.
 The Company organises periodic customer meets
which are conducted at dealer workshops for customer
education and awareness on product usage. Besides,
service camps are organised throughout the year where
the condition of customers’ vehicle is checked and they
are educated on vehicle use and maintenance.
 Maruti Suzuki has a robust system of collecting
feedback from customers through feedback cards, e-
mails etc. In addition, “Telephonic Survey” was
introduced in 2013-14. About 85,000 customers sent the
Company feedback in writing and about 176,000
customers were contacted over the phone for
telephonic surveys in 2013-14.
Competitive Advantage in the
marketing strategy of Maruti Suzuki
 With over 30 years of presence in the country, there’s a brand trust among the
customers. Also With two manufacturing unit in the country, one in Gurugram and
Manesar gives the brand edge over its competitors.

 Factors which sets apart Maruti Suzuki from its competitors include
 The Quality Advantage
 Brand Trust- A Buying Experience Like No other
 Quality Service Across 1036 Cities
 The Low cost of Maintenance Advantage
 Lowest Cost of Ownership
 Technological Advantage

 With the Automotive market in India appears to be a red ocean market with the present
lot of National and International players companies like Hyundai, Fiat, TATA
MOTORS,MAHINDRA, HONDA & TOYOTA are giving a stiff competition to the brand
with everyone biting upon each other’s market share.

 Maruti Suzuki over the years has very strongly been associated with small cars which
have helped its competitors take a massive edge in the premium car segment. People
buying entry-level cars are very different from the ones preferring premium vehicles as
Premium is not just price but also feel and features for the customers.
HOW DOES MARUTI SUZUKI MAINTAIN
THE NUMBER ONE POSITION
1) Maruti Suzuki achieved a market share of 50%in the passenger vehicles
segment for the first time ever in 2017-18 with its utility vehicle sales outpacing
that of its rivals. Company for the first time in its over three decades of history
sold more than 1.5 million units with the figures reaching 1.65 million sales
were 14% more than it was a year before.
2) Maruti always provides a favorable condition for customers to be able to come
and buy their products.
3) In addition to this Maruti Suzuki India is ranked 99th and 71st on Forbes
World’s Most Innovative Companies list and Top Regarded Companies list of
2018. The brand also features at 366 on Global 2000 companies of Forbes 2018.

VISION–
 Customer Obsession
 Fast, Flexible and First Mover
 Innovation & Creativity
 Networking and Partnership
 Openness and Learning
 Tagline-“Way of Life”