Marketing Mix and Blue

8/6/2019 Marketing Mix and Blue

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Introduction

� Maruti Suzuki is one of India's leading automobilemanufacturers and the market leader in the carsegment, both in terms of volume of vehicles soldand revenue earned.

� The Groups operations are in 1200 towns and citieswith 2628 workshops and also exports cars to othercountries

� Maruti Suzuki offers 15 models.

� other activities of the Group comprise of facilitationof Pre-Owned Car Sales, Fleet Management and CarFinancing.



Variants

� Maruti 800, Omni, Esteem, Alto

� A Star, Wagon R, Zen Estilo,

� Swift, Swift Dzire and SX4

� Grand Vitara (Grand Vitara is imported from Japan asa completely built unit )

� remaining all models are manufactured in MarutiSuzuki's Gurgaon Plant

�

Maruti suzuki was born to make peoples carformiddle class india.

� The mission of Maruti is to motorise India



History

� Established in February 1981 with Maruti 800

� Its' only competitors- Hindustan Motors-Ambassador and Premiers Padmini were botharound 25 years out of date at that point

� Maruti 800, till 2004, was the India's largest sellingcompact car ever since it was launched in 1983.

� The company vouches for customer satisfaction. Forits sincere efforts it has been rated (by customers)

first in customer satisfaction among all car makers inIndia for ten years in a row in annual survey byJD Power Asia Pacific.



Cont..

� 18.28% of the company was owned by the Indian

government, and 54.2% by Suzuki of Japan

� The Indian government held an initial public offering

of 25% of the company in June 2003.

� As of 10 May 2007, Govt. of India sold its complete

share to Indian financial institutions. With this, Govt.

of India no longer has stake in Maruti Udhyog.



MARKETING MIX OF MARUTI SUZUKI

SERVICE STATION

People� Recruiting the right staff and training them appropriately in the delivery of

their service

� In each service station 30-40 people are there, including managers totechnician, mechanic, and office boy.

Process� Refers to the systems used to assist the organization in delivering the

service.

� Process is the important ingredient which makes the organization successor failure.

Physical Evidence� consumers will make perceptions based on their sight of the service

provision which will have an impact on the organizations perceptual planof the service.



Cont..

Products� Maruti Suzuki offers 15 models.

Price� Maruti Suzuki has different price range for different product ,different

price package are there. Place� Maruti has 2628 listed Authorized service stations and 30 Express Service

Stations on 30 highways across India.

Promotion�

Regular reminding of the service time period� Providing Insurance and other service at one roof

� Segmenting for the regular customers.



Service Station

� Maruti has 2628 listed Authorized servicestations and 30 Express Service Stations on 30highways across India.

�

Service is a major revenue generator of thecompany. Most of the service stations aremanaged on franchise basis, where Maruti trainsthe local staff

� The Express Service stations help many strandedvehicles on the highways by sending across theirrepair man to the vehicle



Service Process

� Entrance : Security check or respective

number to the car in the queue.

�

Inspection Manager: Inspection of the vehicle� Job sheet: things to be done, km traveled,

accessories, fuel present.

�

Estimate is prepared and shown to thecustomer





Cont...

� Vehicle is send to next floor If satisfactorywork done otherwise sent back.

� Road test by customer and supervisor.

� Vehicle is let out of gate.

� Follow up calls to the customer by CRM aboutthe performance and up coming services,

schemes and insurance laps.



Blueprint of Maruti Suzuki Service

Station

Visiting and

greeted by the

staff

Confirmation of

the customerCalled the

customer

Car checked and

accessories

Make

appointment

Record is

maintained

the data base

Give of the

concerned

mechanics

car take to thediff dept.

Make

estimation

Job cardpreparation

Billing isdone

customer

test drive

the car with

the staff

Act 1Service

Standards

and Scripts

Physical

Evidence

W W

Line

of inter

action

Contact

person(vi

sible

actions)Line of

visibility

Contact

person(i

nvisible

actions)Line of internal

physical

interaction Support

Process

es



Service differentiation

� The customer is greeted with in 3 minutes

after entering into the service station.

�

Provide home delivery for customers� Follow up and free of cost service in

case of fault within 7 days

�

Less lead time� timely delivery

� Maruti genuine products



Cont..

� Incase of complaints and time constraints

picking and delivering the car by service

mechanic is also in place

� For lady customers door to door services

� Two kind of services A+ and express



MGP MASS and MGA

� Maruti genuine products, Maruti authorized

service station and Maruti genuine

accessories.

� During the service MGP is used

� Incase of dissatisfaction original boxes are

even shown to the customer

� Maruti make sure about the service being

delivered by the MASS



Employee efficiency and satisfaction

� Employee performance is reviewed at the endof every month

� The technicians or the mechanics for whos

end the complains came we send them for thetraining or keep and eye on the work of thatparticular person, so that there is not therepeat complain

� Reward system for each and every employeetargets are given



Reward system

� Reward system for each and every employee

� Targets are given to the employees

�The employee who gets the maximum pointson the score card from the customer will be

rewards by the company and by the agency

where he is working.



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Marketing Mix and Blue

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