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STP of
Maruti Suzuki
-2
Gautam Chopra
Saurabh Chopra
Abhay Chawla
Chaman Tanwar
Kanak Binayakiya
 Maruti Udyog Limited (MUL) : established in February 1981, though
the actual production commenced in 1983.
 Its Chairma...
Product Line
Segmentation
Geographical Demographic Psychographic Behavioral
Geographical Segmentation
Country wise reach.
For Urban and Semi Urban areas.
Demographic Section
 For every life cycle but above age of 18 years.
Income base segmentation
Low Medium High
2-5 lakh 5-...
Family Size
small large
Psychographic Segment
It focuses middle class people.
Company also has sports oriented cars.
Behavioral Segmentation
Benefit Sought
Road Warriors Generation Price shoppers
Ciaz Celerio Alto-800
Usage
Rate/Frequency
Heavy Product
Use
Medium
Product Use
Low Product
Use
Diesel Petrol/Diesel Petrol
Maruti Suzuki
42%
Hundai Motors
15%
Mahindra & Mahindra
10%
Tata Motors
8%
Others
25%
MARKET SHARE
Competitors Analysis
Basis Swift Grand-i10
Price 4.68lakh 4.80lakh
Mileage 25.2kmpl(Diesel)/20.4kmpl(Petrol) 24kmpl(Diesel...
Improvements Needed
Cars should be more spacious.
Modernization is needed in designs.
Must give some additional feature...
References
 http://articles.economictimes.indiatimes.com/2014-04-
11/news/49058710_1_honda-cars-india-maruti-suzuki-india...
STP of Maruti Suzuki
STP of Maruti Suzuki
STP of Maruti Suzuki
STP of Maruti Suzuki
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STP of Maruti Suzuki

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whole description of segmentation, targeting and positioning strategy of maruti suzuki

Publié dans : Formation
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STP of Maruti Suzuki

  1. 1. STP of Maruti Suzuki -2 Gautam Chopra Saurabh Chopra Abhay Chawla Chaman Tanwar Kanak Binayakiya
  2. 2.  Maruti Udyog Limited (MUL) : established in February 1981, though the actual production commenced in 1983.  Its Chairman is Mr. R. C. Bhargava  MD & CEO = Mr. Kenichi Ayukawa  Maruti Udyog Limited was renamed as Maruti Suzuki India Limited. (17 Sept. 2007,) and currently the country’s largest car maker.  The company's headquarters are located at “Plot no.1 Nelson Mandela Road, Vasant Kunj, New Delhi-110070. Introduction
  3. 3. Product Line
  4. 4. Segmentation Geographical Demographic Psychographic Behavioral
  5. 5. Geographical Segmentation Country wise reach. For Urban and Semi Urban areas.
  6. 6. Demographic Section  For every life cycle but above age of 18 years. Income base segmentation Low Medium High 2-5 lakh 5-8 lakh 8 lakh and above Alto 800 Swift Ciaz K10 Desire Ertiga Celerio Baleno S-cross
  7. 7. Family Size small large
  8. 8. Psychographic Segment It focuses middle class people. Company also has sports oriented cars.
  9. 9. Behavioral Segmentation Benefit Sought Road Warriors Generation Price shoppers Ciaz Celerio Alto-800
  10. 10. Usage Rate/Frequency Heavy Product Use Medium Product Use Low Product Use Diesel Petrol/Diesel Petrol
  11. 11. Maruti Suzuki 42% Hundai Motors 15% Mahindra & Mahindra 10% Tata Motors 8% Others 25% MARKET SHARE
  12. 12. Competitors Analysis Basis Swift Grand-i10 Price 4.68lakh 4.80lakh Mileage 25.2kmpl(Diesel)/20.4kmpl(Petrol) 24kmpl(Diesel)/18.9(Petrol) Engine 1248cc(Diesel)/1197cc(Petrol) 1197cc(Diesel)/1120cc(Petrol)
  13. 13. Improvements Needed Cars should be more spacious. Modernization is needed in designs. Must give some additional features models. Focus on safety of users
  14. 14. References  http://articles.economictimes.indiatimes.com/2014-04- 11/news/49058710_1_honda-cars-india-maruti-suzuki-india-passenger-vehicle- sales  www.youtube.com  www.financialexpress.com  http://www.carwale.com/comparecars/hyundai-creta-vs-marutisuzuki-s-cross/  www.google.com  www.slideshare.com

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