Maruti Suzuki's Advertising Strategies


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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:

Price:

Case Code : MKTG230 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges

Themes

Advertising
Case Length : 15 Pages
Period : 2001-2009
Pub Date : 2009
Teaching Note : Not Available
Organization : Maruti Suzuki
Industry : Automobile
Countries : India

Abstract:

The case examines the advertising strategies of Maruti Suzuki India Limited (Maruti), a subsidiary of Japan based automobile major Suzuki Motors. Maruti, India's leading passenger car manufacturer was founded in 1981. The liberalization of the Indian economy in 1991 resulted in the entry of several foreign automobile companies in the Indian passenger car market beginning from the mid 1990s. To prevent the continuous decline of its market share, Maruti started a restructuring exercise in the year 2001.

As part of the restructuring exercise, Maruti also laid emphasis on its advertising strategy to help maintain its position as a market leader.

The company launched several new products and their variants. The advertising campaigns of Maruti included TVCs, print and radio ads, outdoor promotions, point of sale and mobile promotions. The company also organized different promotional events to attract prospective consumers. Maruti also offered special schemes for specific professional and income groups. The ad campaigns of Maruti emphasized on various aspects of its cars, including fuel efficiency, space, looks etc, to strengthen its brand image, and to promote its widespread network and services. The case ends with a discussion on Maruti's future expansion plans.

Issues:

Understand the dynamics of passenger car industry in India.
Study the growth strategies of Maruti over the years.
Analyze the advertising strategies of Maruti.
Examine the future challenges for Maruti.

Contents:

  Page No.
Introduction 1
Background Note 2
The Advertising Campaigns 3
The Road Ahead 9
Exhibits 11

Keywords:

Maruti Suzuki, Advertising Campaign, Marketing Infrastructure, Brand Building, Television Commercial, Marketing Strategy, Restructuring, Operational Efficiency, Target Segment,Brand Positioning, Brand Communication, Brand Image,Service Network, Online Media, Print Advertisements

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