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    Maruti

    Uploaded by

    Kedar Joshi
    The document discusses the product life cycle (PLC) stages of the Maruti 800 automobile in India. It traces the introduction of the Maruti 800 in 1983 through its growth stage in the late 1980s and 1990s when sales increased significantly. By the late 1990s and early 2000s, the market saw more competition and the Maruti 800 entered a maturity stage of incremental changes. Eventually, heavy competition from newer small cars like the Tata Nano caused sales to decline drastically. In 2012, Maruti introduced the Alto 800 to replace the Maruti 800 and reposition itself in the market.

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    Maruti

    Uploaded by

    Kedar Joshi
    127 views10 pages
    The document discusses the product life cycle (PLC) stages of the Maruti 800 automobile in India. It traces the introduction of the Maruti 800 in 1983 through its growth stage in the late 1980s and 1990s when sales increased significantly. By the late 1990s and early 2000s, the market saw more competition and the Maruti 800 entered a maturity stage of incremental changes. Eventually, heavy competition from newer small cars like the Tata Nano caused sales to decline drastically. In 2012, Maruti introduced the Alto 800 to replace the Maruti 800 and reposition itself in the market.

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    maruti PLC strategies

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    The document discusses the product life cycle (PLC) stages of the Maruti 800 automobile in India. It traces the introduction of the Maruti 800 in 1983 through its growth stage in the late 1980s and 1990s when sales increased significantly. By the late 1990s and early 2000s, the market saw more competition and the Maruti 800 entered a maturity stage of incremental changes. Eventually, heavy competition from newer small cars like the Tata Nano caused sales to decline drastically. In 2012, Maruti introduced the Alto 800 to replace the Maruti 800 and reposition itself in the market.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    127 views10 pages

    Maruti

    Uploaded by

    Kedar Joshi
    The document discusses the product life cycle (PLC) stages of the Maruti 800 automobile in India. It traces the introduction of the Maruti 800 in 1983 through its growth stage in the late 1980s and 1990s when sales increased significantly. By the late 1990s and early 2000s, the market saw more competition and the Maruti 800 entered a maturity stage of incremental changes. Eventually, heavy competition from newer small cars like the Tata Nano caused sales to decline drastically. In 2012, Maruti introduced the Alto 800 to replace the Maruti 800 and reposition itself in the market.

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    © All Rights Reserved
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    Download as pptx, pdf, or txt
    of 10

    PLC STRATEGIES

    FOR

    MARUTI 800
    MARUTI 800

    MARUTI UDYOG LIMITED was established in 1981


    Largest automobile company in India located at Gurgaon, Manesar.
    Portfolio of 13 brands and 150 variants like,MARUTI 800,ALTO,WAGANOR,SWIFT,GRAND VITARA,SX4
    AND SWIFT DZIRE etc.,
    Listed in BOMBAY STOCK EXCHANGE &NATIONAL STOCK EXCHANGE.
    Honored with METI award from Govt. of Japan for promotion of Japanese brand in India.
    PLC INTRODUCTION STAGE
    (1983-1986)

    MARUTI UDYOG LIMITED Launched first MARUTI 800 ,in Indian market on December 1983

    Its a collaboration between INDIAN STATE owned MARUTI and SUZUKI MOTOR JAPAN

    Cheapest car in the Indian market

    Also exported to countries like South Asia and South American market

    First car was presented to Lord Venkateswara of Tirumala Venkateswara temple

    First car was sold to Harpal Singh for Rs.48,000/- as a lucky owner and received keys from Prime Minister
    of India INDIRA GANDHI.
    PLC-GROWTH STAGE
    (1987-1996)

    MARUTI 800 comes up with new features like , AC version and Music System in the car

    Sales increased by 852 units to 20,269 units and reached up to 31,314 units

    First export began in 1987

    Sales soared from about 63,763 units to about 1,89,061 units in 1996

    Strategies adopted:-
    Customer care has became a key element for Maruti,
    Increased Maruti service stations every 25 kms on a highway,
    For increasing its market share it launched new car models,
    PLC-MATURITY STAGE
    (1997-2002)

    In 1997,MARUTI introduced a new car with Jelly Bean shape . However it was not so successful in the
    market

    Launched revamped version of MARUTI 800 EX, with new engine, shock absorber, coil spring
    suspension, but this model lost their sales gradually

    Entry of competitors like General Motors , Ford , Tata

    In 2002, MARUTI launched ALTO , with bigger stylish version of the Maruti 800

    Introduced LPG & CNG variables, called Maruti 800 Duo with new face lifts like newer grille and clear
    lens head lamps
    Strategies adopted at this stage :

    Pricing strategy: categering to all segments ,car priced at Rs. 1,87,000/- is the lowest offer on the road

    Developed different revenue streams in the form of Maruti insurance, Maruti finance.

    Repositioning of Maruti products

    Introduced new facelifts model based on market responses or consumer feedbacks or the competitors moves

    Customer centric approach: call centers bring Maruti to closer to its customer

    Committed to motorizing India

    Partnership with STATE BANK OF INDIA: organized finance to small towns enable people to buy cars in Rs.2599/-
    scheme
    PLC-DECLINING STAGE
    (2002 UPTO NOW)

    Due to heavy competition from competitors like Hyundai i10 , Maruti Suzuki Swift, Chevrolet Spark, sales of
    Maruti 800 was drastically decreased

    The sales are went down from 1,51,976 units in the year 2000 to about 69,553 in 2007

    Buyers are attracted by high end luxuries small cars like NANO

    In 2008-2009 experienced sales of only 1,288 units

    Major competitor Tata Motors launched Tata Nano dmaller car yet offer more space than the Maruti 800

    Sales are continued in semi urban and rural areas till today

    In 2012 Maruti introduces ALTO 800 in the place of Maruti 800 .


    SALES OF MARUTI 800
    (2000-2004)
    HOW TO EXPAND PLC OF MARUTI ?

    Competition is rising like never before in the automobile industry especially in India

    Still Maruti is in the lion position having a market share of more than 40% in Indian automobile market

    Maruti is still the brand name at least in India in the Top of Mind position

    There are some serious problems regarding productivity issue which can be solvable . Once these issues
    get corrected, I hope Maruti will regain its market share

    Now a days car has become more of a hedonistic product rather than an utilitarian product

    So Maruti has to change its positioning and brand perception in long run to have a sustainable market
    share
    REPOSITIONING THE PRODUCT

    After a drastically decline in the sales of Maruti 800 , MUL had repositioned its product Maruti 800 with
    ALTO 800

    ALTO 800 is designed with latest features of more space, speed acceleration, power steering etc

    Now ALTO 800 is available in Indian market for the price of 2.5 lakhs(approx)

    Alto 800 was introduced into the market on October 16,2012

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