SEGMENTATION, TARGETING AND POSITIONING OF

MARUTI SUZUKI

SEGMENTATION
Introduction
● The Indian auto-mobile market turned into, the fourth biggest on the planet and
expanding by 9.5 percent to million 4.2 units (barring bikes) in 2017.

● Our Indian auto mobile market was the seventh largest manufacturer and producer of auto
mobiles in commercial sector in the year 2017.

● The bike and scooty portion submerged the market regarding volume inferable from a
creating easy class and a young people.

● The creating excitement of the associations in exploring the commonplace markets

moreover helped the improvement of the division.

● India is in like manner a detectable auto exporter and has strong admission advancement,
Vehicle trade wound up 26.56 percent in the midst of April to July 2018

● It is relied upon to develop at the compound annual growth rate of 3.05 percent amid
2016-2026.

● Also, exercises by the Government of India and the genuine vehicle players in the Indian
market are relied on to make India a pioneer in the bike and four wheeler advertise on the
planet by 2020

Market size

● Domestic four wheeler market has expanded at 7.08 percent compound annual growth
rate between FY13-18 with 29.07 million vehicles produced in the nation in FY18. From
April-July 2018, automobile industry expanded 16.69 percent year-on-year to achieve
10.88 million vehicle units.

● In general domestic cars deals expanded at 7.01 percent compound annual growth rate
between FY13-18 with 24.97 million vehicles getting sold in FY18. Vehicle deals in July
2018 saw a year-on-year development rate of 7.9 percent crosswise over sections, driven
by 46.24 percent development in three-wheeler deals as far as rate.
Market share of Indian auto mobile industry

Carmaker Units sold in FY 2017-18 Market share

Maruti-Suzuki 1643467 49.98%

Hyundai Motor India 536241 16.30%

Mahindra & Mahindra 248859 7.56%

Tata Motors 210200 6.39%

Honda Cars India 170026 5.17%

Toyota Kirloskar 140645 4.27%

Renault India 102222 3.10%

Ford India 90061 2.73%

Classification of car segment in India

1. Hatchback
2. Sedan
3. MUV
4. SUV

PRODUCT LINE OF MARUTI SUZUKI

Maruti ALTO 800 Maruti ALTO K10 Maruti WAGON R Maruti CELERIO Maruti STINGRAY

Maruti RITZ Maruti SWIFT Maruti SWIFT Maruti Suzuki Maruti OMNI van
DZIRE Ertiga

Maruti EECO van GYPSY GRAND VITARA Maruti-Ciaz Maruti baleno

 BASIS OF SEGMENTATION

GEOGRAPH DEMOGRAP
ICAL HIC

PSCHOGRA BEHAVIOR
PHIC AL

GEOGRAPHICAL:-
 Country wise segment
 Urban and semi urban areas
Geographical segmentation is one amongst the foremost vital basis of segmentation of
the car sector, particularly in massive sized countries like India, wherever the
conditions in several regions.
Taking the division in India itself, we find that produces of tractors would concentrate
exclusively on those zones wherever horticulture is of prime significance and would
focus on those agriculturists United Nations office have sizeable land possessions and
have the assets to shop for a tractor.
On the other hand, business vehicle firms would area the market on the possibility of
convergence of ventures in a few areas.
Luxury car makers would without a doubt focus on the metropolitan districts for the offer of
their autos, though minimal car makers would conjointly mull over forming urban
communities and townships into thought all through the strategy for division of their item.
Having the big selection of models in nearly each section of the car market. Maruti Suzuki
offers sixteen brands and a hundred and fifty variants spanning across all segments
consisting. Therefore serving the varied vary of consumers. Whole product strategy focuses
on occupation to the requirements of just about all the segments from the centre category to
high category.
DEMOGRAPHIC

With autos inside the economy area, mid-extend segment luxury and very premium segment
Target bunch for the entire incorporates anybody over four 100000 p.a. compensation, people
attempting to alter from 2-wheeler to 4-wheeler, twenty to thirty year olds utilized as experts
and managers. The centre category, higher bourgeoisie, Upper class, and Affluent
classification the age of 21-65 years incorporates of its target audience. Maruti Suzuki
positions all its16 brands in nearly as some ways to serve totally
different needs and needs of shoppers such as:

Alto– Let’s go- Positioned as India’s most fuel economical automotive which might be
afforded by lower financial gain teams further.
Wagon R– galvanized Engineering- Positioned as a whole which works well with people
that need to steer economic and fascinating life style, mirror confidence and have
the multifarious temperament.
Swift– You’re the fuel– Positioned because
the automotive with vogue, fashionable appearance, and young angle.
Swift Dzire- the centre car- Positioned as associate degree entry-level sedan for the
aspirational category.
SX4– Men area unit Back– Positioned because the powerful automotive for men.
Ertiga– “A Feeling known as LUV” – Life Utility Vehicle– Positioned as a compact seven-
seater, one which is able to have a tiny low footprint and a good turning radius.
Maruti-Suzuki use differentiated selling to draw in all segments. Others, like Hyundai, and
Microsoft attractiveness to 2 or a lot of segments, however not all segments.
Reason why it's differentiated because:-almost each category of individuals will afford
cars created by Maruti.
Middle category
Maruti uses differentiated selling as a result of it provide:-

1. Sales maximization.
2. Recognition as a specialist
For socio-economic class individuals maruti launched cars ,ike :-
800 (Launched 1983)
Omni (Launched 1984)
Gypsy (Launched 1985)
Wagon R (Launched 2002)
Alto (Launched 2000)

For higher socio-economic class ,cars like:-

Swift (Launched in 2005)
SX4 (Launched in 2007)
Swift Dzire (Launched in 2008), A-star (Launched in 2008),
Ritz (Launched 2009), Estilo (Launched 2009),Eeco (Launched 2010)
Maruti New Wagon R (Launched 2010)
PSYCHOGRAPHIC:
It basically focuses on middle class people but company does make sports car too.
In view of psychological segment, vehicle makers return up with entirely unexpected
variation of the models of their item. This has been for the most part observed inside the
instance of autos, wherever organizations ordinarily returned up with 2 or 3 variations of a
comparative model, and it's been found out in terms of professional career investigators that
the variation of the medium variation of the model moves the foreamost.

Tag-lines like “Men are Back” (used by Maruti Suzuki for the launch of a replacement car)
and “Definitely Male” (used by Bajaj for a well-liked bike) target a specific class of
people and facilitate to extend sales and recognition therein phase.
Manufacturers of luxury cars like Ferrari, Porsche, etc target the section of the society
with an outsized income and position, and this will be achieved by psychological
segmentation.
BEHAVIORAL:-
As mentioned earlier, activity segmentation is finished on the premise of the
advantages sought-after, loyalty standing, etc.
This is another necessary means that for segmentation within the automobile sector, and
taking another time the instance of an automotive, Daimler, the manufacturer of
luxury automotive Maybach, customises the cars consistent with needs and requirements of
the merchandise.
Benefits-
client appearance for the subsequent advantages from an automotive.
Power-
People do seek for power from power. In keeping with their, would like they give the
impression of being for cars in their several power basket (i.e. 600cc – 1300cc). The
next power is expounded to offer higher speed, acceleration by the customers.

Distribution of households (owning a car) by financial gain

Distribution of house (owning a car) by accomplishment

Technology-
With all form of merchandise out there within the tiny cars market, technology will act as a,
somebody for client. New technologies like MPFI (multipurpose fuel injection), turbo
charging, electronic traction management, opposing protection braking systems, and
convertors.
Behavioural segmentation can be done on the basis of:-
 ROAD WARRIORS

GENERATION

PRICE CONCIOUS

Behavioural consumption of people:-

HEAVY CONSUMPTION

MEDIUM CONSUMPTION

LOW CONSUMPTION

TARGETING OF MARUTI SUZUKI

It’s a noted incontrovertible fact that the agricultural market has been the foremost contributor for the
two-wheeler trade growth. 46% of the sales of Hero MotoCorp square measure attributable to the
agricultural phase. This phase has the potential for growth and may be relied upon for a property
growth. Not simply the two-wheeler however conjointly the hackney coach phase will communicate
this phase for its growth. On identical lines has the Indian Auto major, Maruti Suzuki, taken its new
course of action. Currently, one out of the each 3 cars that the maker sells is oversubscribed within the
rural phase.
The company has set expectations of 50% sales from the agricultural phase by 2015-16. Perhaps, it’s
perpetually been the success issue for the corporate. Even throughout the slump within the sales
within the entire phase, Maruti managed to cross the road while not facing any drawback. Reason, by
little question, was the continual sales within the rural market. Maruti already includes a tight hold on
this phase. Last month there was a jump within the sales and therefore the company witnessed a
growth of 55%
Maruti’s rural market focus initiative started manner back in 2007. The corporate metameric the
category into tiny clusters. It approached its potential customers through the Panchayats. Curiously
the agricultural market isn't simply searching for the tiny and low-cost cars. There has been growing
interest within the high finish cars too. The media has compete its half in carrying the communication
of those automobile corporations to the potential customers. Maruti Suzuki, during a bid to form its
presence stronger, has spread out twenty three new stores within the tiny cities.
After launching tiny family cars, government sedans for corporates and organization, and premium
compacts for young population for of these years, Maruti Suzuki India (MSIL) can presently launch
an automobile 'Ignis' targeting at Millennials, kids born in late Eighties and Nineties, the
corporate same on weekday.

Booking of this latest tiny automobile can begin from January one through the company’s web
site and official launch can happen on January thirteen. Like its premium hatchback Baleno and
crossover S-Cross, Ignis are oversubscribed through MSIL’s Nexa showrooms across the country.
The company contains a network of 197 Nexa retailers in one hundred fifteen cities across India and it
plans to succeed in up to 250 such retailers by finish of this year in one hundred fifty cities, RS
Kalsi, decision maker selling & Sales, MSIL, told reporters here.
Speaking on the newest automobile, he said, “This are associate degree entry phase giving from Nexa
– a premium urban compact vehicle for the millennials. Millennials have a want to
form a distinction and wish to square out on the premise of the alternatives they create. 1st time job
seekers, following a passion in life, UN agency stood up to disagree, can expertise the Ignis.”
Powered by one.2-litre gasoline and one.3-litre diesel engines, the
new automobile can have heap vibrant options, associate degreed additionally one will customise
the automobile from an array of decisions accessible at Maruti Suzuki dealers.
Ignis also will be accessible in transmission (AMT) choices for each gasoline and diesel in line
with, analysts pursuit the business, worth of the Ignis base variant is predicted to start out from
₹4.70 large integer to ₹5 large integer.
 Cars in economy Cars in mid range Cars in luxury and

TARGET

TARGET
TAEGET

segment are segment are super premium

targeted for targeted for segment are
people having an people having an targeted for
annual income of annual income of people having an
3lac 3-5lac annual income
greater than 5lac.

POSITIONING OF MARUTI SUZUKI

Maruti attempt to comprehend the client's demography and brain research to position a brand
because they totally emerged with the emerging time and trends of the market they knew it
very well that if they won’t change soon they will be out of the market just like HMT
ambassador.
 Maruti have changed from being a deals driven association to an absolutely client
driven association.
 Their slogan is simply depend on their dependability and affordability with ‘way of
life’ which means 'Lifestyle', so basically they are different from others because they
are totally a costumer driven company and they have successfully penetrated the
market and made an image of affordable and consumer based company as well as they
are inside the mind of the consumers that if its Maruti-Suzuki there will a good value
for them as well as return on their money.
 Small cars are positioned in Republic of India as town cars that are simple to drive,
provide high mileage, with low operational price and low worth. Attributable to the
tremendous growth within the little automobile market, varied world automobile
makers are coming into this market and so resulting in growing competition. This has
more LED to each manufacturer positioning it, higher than the rest, by upgrading
merchandise, many versions, new technology giving discounts & offers, higher
finance choices. The table below shows client targeted price
 making
positions in
hatchback
cars
DDID and
lowest
K-series
maintenance
engine is
cost
used.

POSITION
ING
16 valve
only engine
cylinder
with chain
head is used
driving
to give
timing
5 step multi efficient
system
injection consumption
system
gives
efficient
conbustion

Promotional strategies

Street Shows
The organization intends to arrange street appears, to show vehicles in the
pavilions during various school celebrations and presentation. This vehicle will
offer to youngsters more.

TV commercials
Notices to advance and market our item will be indicated on leading television
channels. Real music and sports channels will promote and they will connect
with the youth will be advanced through Star, Zee, Sony and Doordarshan and
so on as it has more watchers.

Radio
Radio is the medium with the largest inclusion. Studies have as of late
demonstrated high levels of introduction to radio telecom both inside urban and
country territories, regardless of whether listeners actually possess a set.
Numerous individuals tune in to other individuals' radios or hear them in broad
daylight places. So radio declarations will be made and commercials will be
reported on the radio about the item highlights and value, characteristics, and so
forth.
Print Ads
Day by day commercials in news-papers and magazines will be utilized to
advance the product. Handouts at the underlying stage will be dispersed at
railroad stations, shopping centers, school areas and different areas.

Workshops and Seminars

Workshops and courses will be held in schools and huge corporate to make
individuals mindful about the organizations past execution and item includes, its
moderateness and usage, vast conveyance arrange. Street shows will be directed
where free preliminaries of the vehicle would be given.

Banners, neon signs

Hoardings, banners, neon signs showed at clubs, plates, outside theatres and
shops to promote SWIFT.

By LT 8:-
ANSHUMAN UPADHYAY
NAVYASHREE
SHRIYA RASTOGI
AMINA BEG
ZEBA FATIMA
AYUSH ARORA