Marketing Mix of Maruti Swift

4P’s OF MARUTI SUZUKI SWIFT

Ø PRODUCT

Ø PRICE

Ø PROMOTION

Ø PLACE

Ø PRODUCT

There are three variants of Maruti Suzuki Swift :

Ø Swift LXi

Ø Swift VXi

Ø Swift ZXi

3 assist grips, 3 spoke urethane steering wheel, antenna, cabin light (3 position), console box (lower), cup holders (front 2, rear1), front door trim pockets, green tinted glass window, halogen headlamps, headlamp leveling device, heater and manual Air conditioning, OVRM (internally adjusted), rear fog lamps, wind screen wiper 2 speed plus 1 speed intermittent, tailgate opener key type, trip meter (digital display), sun visors (both sides), brake assist , child lock (rear door), high mounted stop lamp, power steering, rear seat belts etc. are the features available in this model.

Ø Swift VXi

Apart from the features found in other model, striking features of this model are black colored A & B pillars, 12v accessory socket in center console, day and night rear view mirror, door ajar warming lamp, driver’s seatbelt warning lamp, tachometer, driver’s seat belt warning lamp, vanity mirrors (sun visor co-driver side), rear seat head restraints, fabric accented door trims, central door locking (4 door), front and rear electronic windows, front fog lamps, light off/ key reminder, manual air-conditioning, key not removed warning buzzer, etc.

Ø Swift ZXi

Special features that have made this model more market friendly are rear window demister, rear parcel shelf, rear window wiper, room lamp and luggage room, keyless entry,dual front airbags, colored outside door mirror cowls, colored outside door handles, 12v accessory socket in luggage room, driver seat height adjuster, central door locking (5 doors), seat belts 3-point ELR with shoulder adjusters, seat belts front 3-point ELR with pretensioning,tailgate opener electromagnetic type etc.

Ø PRICE

Maruti is expected to take Hyundai heads on with the pricing of their upcoming Maruti Suzuki Swift car. After launching cars for the masses since so many years, India’s largest automobile manufacturer is now targeting the premium segment with their latest model from the Suzuki’s stable. The analysts predict the pricing of this premium hatchback to start from Rs. 4 lakh.

This price range would practically rip apart Hyundai’s offering in Getz, which is priced at a much higher tag of Rs. 4.5 lakh. Both the companies are known for their value based offerings and Maruti with their extensive service network and brand reputation for making reliable cars should get the customer’s nod over their competition.

The official pricing however is still not out. However, the company is said to be studying the prospects of launching the base model at the 4-lakh price tag. There is another advantage in doing so considering in the capital city of Delhi NCR road tax on the sub 4 lakh priced cars is comparatively lower at 2%. Cars at a price higher than 4 lakh have to pay a 4% road tax.

Delhi NCR is one of the major targeted markets and it might get the benefit of this policy. And if they indeed do take the chance of pricing Suzuki Swift at a considerable lower price than Hyundai Getz, they would quite likely force the competition to rethink their strategy.

PRICES OF MARUTI SUZUKI SWIFT

Ø PROMOTION

When Maruti Udyog launched the Swift in May last year, the automotive industry was agog with expectation that the car had the makings of a real winner. Three versions were launched with the base variant carrying a retail tag of Rs 3.85 lakh, ex-showroom, New Delhi, and this aggressive pricing only reinforced this feeling.

A year later, the company says the Swift is now the most-sold car in the first year of any car in the history of the Indian automobile industry, having totted up sales of 61,200 units.

This is higher than what Maruti had initially planned to sell. The car recorded an estimated 4,000 bookings at the time of its launch, and the initial output of 200 units a day on a two-shift basis, wasn’t enough to cope with demand.

In October, the company increased capacity for the Swift which helped cut down on the waiting time from an estimated three months. The company currently makes over 300 units every day.

The Swift has made a real impact in the small hatchback segment leaving its closet rival, the Getz far behind. Between April 2005 and April 2006, Hyundai sold 16,872 units of the Getz. Maruti is now gearing up for the diesel version of the Swift which is expected to debut by October. The diesel version will benefit from the excise sops in this year’s buget, and it remains to be seen how the models fares in the marketplace.

Ø PLACE

The  car manufacturing company, called Maruti Suzuki Automobiles India Limited, is a joint venture between Maruti Udyog and Suzuki Motor Corporation holding a 70 per cent and 30 per cent stake respectively.

The Rs1,524.2 crore plant has a capacity to roll out 1 lakh cars per year with a capacity to scale up to 2.5 lakh units per annum. The  car manufacturing plant will begin commercial production by the end of 2006.

The engine and the transmission plant has owned by Suzuki Powertrain India Limited in which Suzuki Motor Corporation would hold 51 per cent stake and Maruti Udyog holding the balance.

The ultimate total plant capacity is three lakh diesel engines. However, the initial production is 1 lakh diesel engines, 20,000 petrol engines and 1.4 lakh transmission assemblies.

MUMBAI – Showrooms

Ø AUTOMOTIVE MANUFACTURERS LTD

MIDC,TTC INDL.AREA, PLOT

NO.D-234,SHIRVANE VILLAGE

BOMBAY PUNE ROAD

Ø Autovista

257,S.V. ROAD, BANDRA (W)

MUMBAI

MAHARASHTRA

Ø M/S SK WHEELS PVT LTD

SITE NO. D-267

TTC INDUSTRIAL AREA, MIDC

TURBHE, NAVI MUMBAI

Ø NAVNIT MOTORS PVT LTD

GOKUL NAGAR

MUMBAI-AGRA ROAD,

THANE-400 061

Ø RATAN MOTORS

23/24 BEZZOLA COMPLEX

SION-TROMBAY ROAD

CHEMBUR

Ø SAH and SANGHI AUTO AGENCIES (P) LTD

GIRI KUNJ, 11-C N S PATKAR MARG

KEMPS CORNER

Ø SAI SERVICE STATION LTD

PHOENIX MILL COMPOUND,

462,SENAPATI BAPAT MARG,

LOWER PAREL,

Popularity: 23% [?]

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Tags: Features, Management, Marketing mix, Maruti, Mumbai, Place, Price, Product, Promotion, Showroom, Suzuki, Swift