2. A BRIEF INTRODUCTION TO MARUTI UDYOG
In 1982, Government of India entered into a joint venture with Suzuki
motor corporation of Japan
Plant was established at Gurgaon in Haryana
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3. Maruti Suzuki India Limited is a publicly listed automaker in
India. It is a leading four-wheeler automobile manufacture in
South Asia.
Suzuki Motor corporation of Japan holds a majority stake in
the company.
It was the first company in India to mass-produce and sell
more than a million cars.
Its manufacturing plant, located some 25 km south of New
Delhi in Gurgaon, has an installed capacity of 3,50,000 units
per annum, with a capability to produce about half a million3
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4. Maruti Suzuki is one of the India's leading automobile
manufacturers and the market leader in the car
segment.
Until recently, 18.28% of the company was owned by
the Indian government, and 54.2% by Suzuki of Japan.
The company annually exports more than 50,000
cars and has an extremely large domestic market in
India selling over 730,000 cars annually.
Maruti 800 till 2004, was theTemplates largest selling 4
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compact car ever since it was launched in 1983.
5. INTRODUCTION
PRODUCTS
Maruti 800
Maruti Alto
Maruti Grand Vitara XL-7
Maruti Gypsy King
Maruti Omni
Maruti Suzuki SX4
Maruti Swift
Maruti Versa
Maruti Vitara
Maruti Wagon-R
Maruti Zen
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9. Organization
Chairman-
Mr. R. C. Bhargava
Managing Director and CEO-
Mr. Shinzo Nakanishi
Directors-
Mr. Manvinder Singh Banga
Mr. Amal Ganguli
Director and Managing Executive
(Production) -
Mr. Tsuneo Ohashi
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more than 8000 employees work 9
Page
un
10. VENDORS OF MARUTI SUZUKI PVT LTD
Maruti Suzuki has 200-odd vendors
BIMETAL BEARINGS LTD., COIMBATORE
They manufacture Engine Bearings, Bushes and
Thrust Washers.
AMALGAMATION VALEO CLUTCH
LTD., CHENNAI
Leading manufacturer of Clutch Assemblies in
India for the new generation vehicles.
I.P. REPCO LTD., CHENNAI
A member of Amalgamations Group.
Manufacturing Flywheel Ring Gears for entire
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11. CONT.....
LUMAX INDUSTRIES LTD
Biggest manufacturers of Automotive Lights in
India
PRICOL LTD, COIMBATORE
automotive instruments & speedometer cables
in India.
FENNER INDIA LTD, CHENNAI
Largest manufacturer of Belts and Oil Seals in
India
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13. There are number of products ( models )
Of Maruti are in the market. Some of the
models are given below:-
M–
800, Zen, Esteem, Omni, Alto, Gypsy, Wa
gonr,Grand Vitara etc. These products are
divided on the basis of product
quality, variety, design, features etc.
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14. They define different factors:
The quality of product.
The product variety from different
categories.
The size of the car according to current or
future market conditions.
The car features to the customer
like, car looking very good.
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15. The price of the Maruti car is
between
Rs. 210000 to Rs. 1500000. Maruti
– 800 is the lowest price car of this
company. Alto, Omni, Wagonr, are
also the low price car of the company,
Zen & Esteem are the mid price car of
the company. But Grand Vitara is the
high price model of the company . The
price of car are decided according to
its product Varity, quality, design etc. Page 15
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31. MARUTI
The place of the car is in the whole world.
Maruti Udyog Limited decides its distribution
channels for selling car, like use some time
one level or some time two level marketing
channels. They decide areas in which they
deal with customers. They show the
permanent location for selling the car. They
provide the many useful inventory. they define
the transport facility of the company for
company to market and market to consumers.
Many showroom of Maruti udyog limited is in31
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33. MARUTI
Main promotion of car is done by the
Advertising. The advertising is mainly
done in the form of different T.V.
channels, different newspaper, holdings
etc. Now days the main promotion is
done by the brand ambassadors such
as film stars, celebrities, sportsmen, etc.
And in this case they decide his actual
or required sales forces for selling its
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car. And they maintain customer
34. SWOT Analysis of Maruti Udyog
WEAKNESS
STRENTHS
Still depends upon SUZUKI COPORATION
Contemporary technology 10% components are manufactured outside
Japanese Management practices India
After sale services Still considered as poor man’s brand
Distribution Unaccustomed to international standards or
keen competition.
Diversification & R&D
THREAT
OPPURTUNITY Numbers of new Technology driven players
first company to roll out suitably Designed and manufactures are in market
cars before 2008 as per Govt.’s Proposal of Reduction in subsidies by government on
new ethanol (renewable) petroleum products
Other companies lacks economy of scale Changing environmental and emission
Rising demand norms
Untapped rural market Higher local taxes
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35. TOWS MATRIX
• STRENGTHS • OPPURTUNITIES
• Largest manufacturing • Untapped rural market
capacity • Young bikers
• Distribution network • Growth in economy
• Expertise in Small cars SO Strategy WO Strategy
To capture To Bring new
untapped rural and innovative
and yongistan models
market
ST Strategy
WT Strategy
To launch a
• THREATS To Change • WEAKNEESES
car like
• New entrants brand • Brand positioning
CERVO
• New emission norms positioning • Dependent upon Imported
diesel engine
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39. MARUTI AND CRM
Maruti created a land-mark in CRM by launching a website
for the customers in the year 1998
Maruti is investing a lot of money and effort in building
customer loyalty programmes
Maruti Auto Card
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40. MARUTI AND CRM
True Value Outlet
On Road Service
Availability of easy finance
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41. MARUTI AND CRM
Market Research Department
Their Market Research department remains on its toes to
study the changing consumer behaviour and market
needs. Maruti enjoys 70%repeat buyers which further
bolsters their claim of being customer friendly
Maruti Call Center
Maruti has proper customer complain handling cell
under the CRM dept. The CIC will help MSL rapidly build
an information pool of over 3 million Maruti owners as
well as that of its prospective customers
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46. OTHER ADVANTAGE: WHICH HELP IN CRM
A Buying Experience Like No Other
Maruti Suzuki has a sales network of 307 state-of -the-art
showrooms across 189 cities, with a workforce of over 6000 trained
sales personnel to guide MUL customers in finding the right car.
Quality Service Across 1036 Cities
In the J.D. Power CSI Study Maruti Suzuki scored the highest
across all 7 parameters:
1.least problems experienced with vehicle serviced,
2.highest service quality,
3. best in-service experience,
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47. OTHER ADVANTAGE: WHICH HELP IN CRM
4.best service delivery,
5.best service advisor experience,
6. most user-friendly service and
7.best service initiation experience.
92% of Maruti Suzuki owners feel that work gets done
right the first time during service. The J.D. Power CSI
study also reveals that 97% of Maruti Suzuki owners
would probably recommend the same make of
vehicle, while 90% owners would probably repurchase
the same make of vehicle.
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48. OTHER ADVANTAGE: WHICH HELP IN CRM
One Stop Shop
At Maruti Suzuki, customers will find all car related needs
met under one roof. Whether it is easy
finance, insurance, fleet management services, exchange-
Maruti Suzuki is set to provide a single-window solution for all
car related needs.
The Low Cost Maintenance Advant
The acquisition cost is unfortunately not the only cost
customers face when buying a car. Not so in the case of a
Maruti Suzuki. It is in the economy segment that the
affordability of spares is most competitive, and it is here
where Maruti Suzuki shines.
Lowest Cost of Ownership
The highest satisfaction ratings with regard to cost of
ownership among all models are all Maruti Suzuki vehicles:
Zen, Wagon R, Esteem, Maruti 800, Alto and Omni.
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49. CRM THROUGH SOCIAL RELATIONSHIP
In 1999 Launch of Maruti - Suzuki innovative traffic beat in
Delhi and Chennai as social initiatives.
Maruti Driving School-Available in all major cities. Lady
trainer for lady customer.
Institute of Driving Training and Research.
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50. STATIONS OF EXPERIENCE
Station 1 Station 2 Station 3 Station
AFTER
BOOKIN DELIVER
ENQUIRY SALES
G Y SERVICE
Positive/Negativ Positive/Negativ Positive/Negativ
e e Positive/Negative
e Full technical tests
Water Pre Advance -
Water Juice Booking
Water/ Cold Drink Tea & Biscuit Launch
Professional Tea & Biscuit Snacks
Friendly Friendly
Flowers
Chocolates
Ganesh Ji
Reminder Call
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