Maruti Suzuki's Advertising Strategies
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ICMR HOME | Case Studies Collection
Case Details:
Case Code : MKTG230
Case Length : 15 Pages
Period : 2001-2009
Pub Date : 2009
Teaching Note :Not Available
Organization : Maruti Suzuki
Industry : Automobile
Countries : India
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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.
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Excerpts
Background Note
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Maruti's history can be traced back to the 1970s, when the Indian government decided to develop an affordable small car, named the
'people's car.' The car would target the middle class in India. In 1971, Maruti Limited was set up. However, in 1978, the company was liquidated. In the early 1980s, the small car project was brought back to life by the government. The government entered into a joint venture agreement with Suzuki...
The Advertising Campaigns
Since the late 1980s, Maruti had been the market leader in the passenger car industry in India. However, after the liberalization of the Indian economy in 1991, the Indian passenger car industry became extremely competitive.
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From the mid 1990s, foreign automobile companies started entering the Indian passenger car market. Maruti started losing market share as its competitors launched new models that proved very popular with Indian buyers. Between the financial years 1997-98 and 1999-2000, Maruti's market share declined from 83.1 percent to 60.8 percent...
The Road Ahead
In an effort to fulfill its target of selling one million vehicles in the domestic market by the fiscal 2011-12, Maruti aimed to generate sales of 0.25 million cars annually from rural India. In May 2009, the company announced that it would increase its rural outlets from 231 to 450 over the following two years...
Exhibits
Exhibit I: Print Ad of Maruti's K Series Engine
Exhibit II: Maruti's Logo
Exhibit III: Maruti's Financial Performance (2008-09)
Exhibit IV: Some Print Ads of Maruti
Exhibit V: Fuel Efficiency of Maruti's Different Models
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