Maruti Suzuki's Advertising Strategies


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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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"Usually campaigns focus on offerings, but we now had to talk about the experience. The car in this context is not just about transporting people from place A to B. It had to stress an emotional connect. And it's this emotional connect that is totally unique to Maruti."1

- Mayank Pareek, Executive Officer (Marketing and Sales), Maruti Suzuki India Limited, in June 2008.

"After investing Rs 90 billion in manufacturing facilities, we are now looking to invest in marketing infrastructure and brand-building initiatives. These will enhance customer experience with Maruti Suzuki."2

- Shinzo Nakanishi, MD and CEO, Maruti Suzuki India Limited, in April 2008.

Introduction

In July 2009, Maruti Suzuki India Limited (Maruti), a subsidiary of Japan based automobile major Suzuki Motors, launched a new ad campaign highlighting its K-series engines3. The ad campaign highlighted the technical improvement in the engines of certain select Maruti cars which simultaneously increased their power and their fuel efficiency.

The television commercial (TVC) showed a race where a sprinter started running and finished first. Then, he went on to join a marathon and won that also. The sprinter continued running after finishing the marathon. The commercial then brought into focus the machine which kept the sprinter going - a K series engine.

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1] Byravee Iyer, "Maruti's Silver Hue," www.business-standard.com, June 10, 2008.
2] "Maruti Plan Store to Push up Sales," http://timesofindia.indiatimes.com, April 7, 2008.
3] Maruti developed the K series engine in 2008, with an investment of Rs. 12 billion. The engine was fuel efficient and also emitted less carbon dioxide.


 

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