Get insights into the marketing strategy of Maruti Nexa through its Portfolio, Marketing Activities, competitors, STP, Value Chain, and SWOT Analysis. We have also given some suggestions with proof of a customer survey that we had conducted in the process of preparing this report.
2. The Indian automobile sector is one of its most vibrant industries. The industry accounts
for 22 per cent of the country's manufacturing gross domestic product (GDP). It
comprises passenger cars, two-wheelers, three-wheelers and commercial vehicles and is
currently the seventh-largest in the world with an average annual production of 17.5
million vehicles, of which 2.3 million are exported. The Indian auto market has the
potential to dominate the global auto industry, provided a conducive environment is
created for potential innovators to come up with new pilot projects.
INTRODUCTION OF AUTOMOBILE INDUSTRY
3.
4. MARUTI NEXA
Nexa is a retail network from Maruti
Suzuki that caters the high end customers
who have gone beyond their first cars and
are now looking for an experience.
It offers a high level of satisfaction and is
based on the principles of exclusivity,
pampering and listening to the customer.
Nor a well travelled consumer who is digitally
savvy, updated and seeks a world class experience
while buying a car.
6. ATL (ABOVE THE LINE) Activities
Activities
ADVERTISING IN NEWSPAPERS
(Rs 8-10 lakh per ad)
TV COMMERCIALS
(Rs 25 Lakh)
ADVERTISING ON RADIO
(Rs 15 Lakh)
7. BTL (BELOW THE LINE) ACTIVITIES
EVENTS IN SHOPPING MALLS
(RS 5-7 LAKH PER EVENT)
EVENTS ON VARIOUS GROUNDS
(RS 5-7 LAKH PER EVENT)
FLOAT ADVERTISMENT
(RS 5-7 LAKH PER EVENT)
9. COMPETITORS
Five Forces
Product
Range
Production
Capacity
Market Share Sales
Type of
competitorCompetitors 2016 2020 2016 2020
Maruti 4.5-13 lakhs 17.5 lakh units 47.38% 53.30% 1,17,908 1,08,064 Market leader
Hyundai 5-16 lakhs 7.1 lakh units 17.90% 15.69% 5,09,707 21,320
Market
challenger
Honda 10-25 lakhs 2.8 lakh units 5.30% 2.87% 9,954 7,510 Market follower
Mahindra 9-10 lakhs 15,000 units 8.20% 4.36% 30,852 25,678 Niche player
10. ● STP refers to Segmentation, Target and Positioning.
● In segmentation and target there are 4 parts -
❖ Demographic – In terms of Segmentation :
a) Family size b) Income
In terms of Target – for Baleno, it is more focused
on younger population with high income group.
❖ Psychographic – In terms of Segmentation : It can be categorized into Thinkers, Achievers and Experiencers
based on the inspirational level.
In terms of Target – Achievers and Experiencers would be the target based on Psychographic segmentation.
STP
11. ❖ Behavioural – In terms of Segmentation : It can be categorized into Enthusiasts and Traditionalists based on the
needs and benefits that consumer feels are valuable.
❖ In terms of Target – Baleno is based on new experiences that it has to offer thus enthusiasts are the segment
which is the target for Baleno.
Geographical – a) Country wise reach
b) For urban and semi urban areas
● Positioning –
13. STRENGTH
High product quality
IT structure
Financial position
WEAKNESS
Poor waste mgmt. system
Slow Decision making
OPPORTUNITIES
Inc. Cons. disposable income
Reduction in interest rate
Emergence of digital era
THREATS
Increasing competitors
Shortage of skill labor
SWOT
ANALYSIS
15. Best Features of Nexa
• Attractive looks
• Buying experience
• Comfortable seating
• Elite showroom
• Interior is good
• Luxury
• Premium service
• Design
Suggestion for changes
• A wider range of products
• All cars should have petrol as
well as diesel variant
• Delivery time
• More availability of showrooms
