Suzuki nexa where stands zeeshan 15mba25

Q : explain about Maruti Suzuki India and its car segments & market strategy in

brief ?

Introduction to Maruti Suzuki Maruti Suzuki India Limited, formerly known as Maruti Udyog Limited, is an automobile manufacturer in India. It

is a 56.21%-owned subsidiary of Japanese automobile and motorcycle manufacturer Suzuki Motor Corporation. As

of January 2017, it had a market share of 51% of the Indian passenger car market. Maruti Suzuki manufactures and

sells popular cars such as the Ciaz, Ertiga, Wagon R, Alto, Swift, Celerio, Swift Dzire, Omni, Baleno and Baleno RS.

The company is headquartered at New Delhi. In February 2012, the company sold its ten mill ionth vehicle in India

(https://en.wikipedia.org/wiki/Maruti_Suzuki#Products_and_services )

Maruti Suzuki`s car segments

With increasing competition, Maruti Suzuki decided to cater to all the segments of the Indian car

market. The company not only launched new models but also upgraded its existing

models drastically.

Market segmentation is the vital step in marketing strategy. Considering the growing demand for passenger

cars from various segments, Maruti Suzuki offers cars for different segments - like the small, the less costly

Maruti 800, Maruti Omni, the middle level Maruti Zen, Swift and the higher level Swift Dzire, SX4 to Sports

Utility Vehicle Grand Vitara.

Maruti knew that the strategy of segmentation allows companies to avoid head-on competition in the market

by

differentiating their product offerings, not only on the basis of price but also through styling, packaging,

promotional appeal, distribution methods and superior service.

(http://shodhganga.infl ibnet.ac.in/bitstream/10603/76185/14/15_chapter%205.pdf)

On the basis for follwoing four major Segmentation lets

see how maruti cater their customers .

https://en.wikipedia.org/wiki/Maruti_Suzuki#Products_and_services

http://shodhganga.inflibnet.ac.in/bitstream/10603/76185/14/15_chapter%205.pdf

Geographical Segmentation geographic target market can be consumers in a city, state, or country.

Maruti has Country wise reach.

Maruti makes Cars for Urban and Semi Urban areas.

Maruti to rev up rural drive, targets 1.5 lakh villages

(http://www.livemint.com/Companies/NfH1LLf0hfbhmKBF4Kt8mM/Mar

uti-to-rev-up-rural-drive-targets-15-lakh-villages.html)

Demographic segmentation Demographic segmentation is market segmentation according to age, race, religion, gender, family size, ethnicity,

income, and education.

Age and income

http://www.livemint.com/Companies/NfH1LLf0hfbhmKBF4Kt8mM/Maruti-to-rev-up-rural-drive-targets-15-lakh-villages.html

http://www.livemint.com/Companies/NfH1LLf0hfbhmKBF4Kt8mM/Maruti-to-rev-up-rural-drive-targets-15-lakh-villages.html

For every l ife cycle but above age of 18 years.

Family size

For example : Maruti Suzuki Ertiga has 7 seats for large families

https://www.carwale.com/marutisuzuki -cars/

Psychographic Segment Psychographic segmentation involves dividing your market into segments based upon different personality traits, values, attitudes, interests, and lifestyles of consumers.

https://www.carwale.com/marutisuzuki-cars/

NEXA brand of the company is for premium customers

.

Company also has sports oriented cars.

http://www.nexaexperience.com/

Behavioral Segmentation

Buying on occasions , benefits sought , loyalty , heavy usage, moderate usage or lesser usage , Price , Genration are counted as Behavioral segmentation .

Maruti also makes product for this segment as well

e.g

For less modrate usage Petrol Cars

For heavy usage disel Cars

New year offers etc

http://www.nexaexperience.com/

Market Strategies of Maruti Suzuki India Limited

strategy

A strategy is a long term plan to achieve certain objectives. A market strategy is therefore a marketing plan

designed to achieve marketing objectives.

The success of market strategies depends largely on producers understanding their markets and activities or practices involved in

marketing.

Market strategies also helps organizations to focus their attention to complete resource utilization to increase sales and win over

their competitor

Marketing Strategies of Maruti Suzuki India Limited

Maruti Suzuki India Limited is a leading manufacturer of passenger vehicles in India.

Lovingly referred to as the people’s car maker, over the past three decades Maruti

Suzuki has changed the way people in India commute and travel. Over three decades,

Maruti Suzuki has won the hearts of customers through high quality products and

services. Today due to innovative marketing strategies Maruti Suzuki India Limited

has become the leading car manufacturers in India.

The strategy of the company was to offer a compact, modern and fuel efficient car. Maruti released its first

Maruti 800 on 14 December 1983 to fulfill the needs of Indian customers. Since 1983 till date Maruti Suzuki

gradually offered several choices to the customer .

company is acting on following strategies

Competitive strategy

As a part of competitive strategy, Maruti Suzuki broadened its product portfolio and

expanded its sales and service network to reach all over India. With increasing

competition, Maruti Suzuki decided to cater to all the segments of the Indian car

market. The company not only launched new models but also upgraded its existing

models drastically.

Brand Positioning Strategy

Commenting on Maruti brand Mr.Pareek said that brand Maruti

stands for reliability, flexibility, trust and fun. It is an Indian icon as many Indians had

their first motoring experience in it. We put the nation on the wheel. He stated that

Maruti have transformed from being a sales-driven organization to a totally customer-

centric organization

Advertising Strategy

Maruti’s advertising strategy focused both on

building up its corporate image and promoting its cars. Maruti’s campaigns

emphasized different aspects of its cars including fuel efficiency, looks, space et

Sales Promotional Strategies

to attract the customers Maruti Suzuki launched attractive campaign like “Change Your Life”. The company

also offered vehicle insurance for One rupee only.

In year 2011, Maruti Suzuki, launched ‘Eeco Meal’ promotion offer. Under this promotion campaign, Maruti

Suzuki collaborated with McDonalds.

Dance India Dance is a brand that is a favorite with viewers of all ages, especially the youth.This reality show

was presented by Maruti Suzuki India Limited. With an object to promote the Maruti brands .

Pricing Strategy

Maruti Suzuki’s pricing strategy helps both its customers and Maruti. The company offers its different model

just at a price difference around Rs.10,000 /- for cars ranging between Rs. 3.25 lakhs to Rs.4.50 lakhs. Maruti

offers five different cars in

this range and different versions of each car. This pricing strategy helps makes more option available to a

customer.

DISTRIBUTION STRATEGY

Maruti Suzuki developed a unique distribution network which gave a company a distinctive competitive

advantage.

The strategy and idea behind establishing the vast distribution network was to reach the customers in remote

areas and deliver the products of the company.

Service Feedback & After Sales Service

he company has also provided a toll free number where customer complaints can be registered. This service

feedback facility

helps Maruti Suzuki to identify the customer satisfaction level.

(http://shodhganga.infl ibnet.ac.in/bitstream/10603/76185/14/15_chapter%205.pdf)

Q2 :explain 'Nexa' brand of Maruti Suzuki India

In 2015 Maruti Suzuki launched NEXA, a new dealership format for its premium cars.

Maruti currently sells the Baleno Baleno RS, SCross, Ciaz and Ignis through NEXA outlets. S-Cross was the first car to be sold through NEXA outlets. Several new models will be added to

both channels as part of the Company’s medium term goal of 2 million annual sales by 2020

(https://en.wikipedia.org/wiki/Maruti_Suzuki#Products_and_services)

http://shodhganga.inflibnet.ac.in/bitstream/10603/76185/14/15_chapter%205.pdf

https://en.wikipedia.org/wiki/Suzuki_SX4

https://en.wikipedia.org/wiki/Suzuki_Ignis

NEXA – the next generation showroom is Maruti’s earnest chance to win over a generation of customers who are tech savvy and care a lot about Brand image.NEXA is a differentiated and leadingIndian brand which is acquiring a good amount of reputation and huge amount of sales in the Indian Market, which was the main target market from the inception of NEXA.

( Brand Analysis of Nexa : Dr Komal Chopra Symbiosis Institute of Management Studies).

Suzuki SX4 S-Cross 1.6 DDiS (2016)

Suzuki Baleno (2015)

FF21S; 2016–present

Q2 : Why it was opened ? MSIL Managing Director & CEO, Kenichi Ayukawa said: “NEXA provides a new experience of

hospitality from Maruti Suzuki. Indian market and Indian society are rapidly changing and new

segments of customers are emerging. We have to take new initiatives to meet diver sifying

expectations from our customers”.

Customer feedback and surveys have shown there is a growing segment of car buying Indians who

desire and value personal care, warmth and attention in their car buying and ownership experience.

They want people, technology, showroom ambience and processes to come together and offer them

a “premium experience”. These customers want to be pampered! NEXA is designed for this segment

of customers.

(Maruti NEXA dealership - Press release New Delhi, July 23, 2015 )

Q:3 who all car makers are its competition ?

ANS : Almost all foreign subsidiaries could pose

tough competetion to NEXA Maruti .These

include

Ford India

(Presently, Ford has more than 376 sales and service outlets in 209 cities across India)

( https://en.wikipedia.org/wiki/Ford_India_Private_Limited)

Fiat India

161 Fiat car dealers and showrooms available in India

https://www.cardekho.com/Fiat/cardealers

GM India

https://en.wikipedia.org/wiki/Ford_India_Private_Limited


In October 2012, General Motors-Chevrolet announced that it has increased stake in its Indian subsidiary to 93% by buying 43% from its Chinese partner SAIC for an undisclosed sum.

https://en.wikipedia.org/wiki/General_Motors_India )

Honda India

HCIL has 331 dealership outlets across 121 cities in 20 states and 3 Union Territories of India.

( https://en.wikipedia.org/wiki/Honda_Cars_India)

Hyundai India

HMIL has 475 dealers and more than 1,226 service points across India . With exceeding 2,50,000 sales in first quarter of 2017 Hyundai aims to target half mill ion sales in domestic market in 2017.

https://en.wikipedia.org/wiki/Honda_Cars_India

( https://en.wikipedia.org/wiki/Hyundai_Motor_India_Limited)

Volkswagen Group Sales India

VGSIPL's vehicle brands have a combined dealership network of more than 153 dealerships in mor e than 56 cities all over India.Skoda and Audi alone having in total around 120 dealerships across the country today.

( https://en.wikipedia.org/wiki/Volkswagen_Group_Sales_India )

Renault Nissan India

https://en.wikipedia.org/wiki/Hyundai_Motor_India_Limited

https://en.wikipedia.org/wiki/Volkswagen_Group_Sales_India

As of 2015, Renault India has 224 outlets in India . As of September 2015, Nissan Motor India has 201 dealerships across 148 cities in India.

( https://en.wikipedia.org/wiki/Renault_Nissan_Automotive_India_Private_Limited)

Toyota India

As of April 2011, it has more than 205 dealerships in 98 cities across 22 states and 3 union territories of India In Local following Companies can pose tough competition.

(https://en.wikipedia.org/wiki/Toyota_Kirloskar_Motor)

https://en.wikipedia.org/wiki/Renault_India_Private_Limited

https://en.wikipedia.org/wiki/Nissan_Motor_India_Private_Limited

https://en.wikipedia.org/wiki/Renault_Nissan_Automotive_India_Private_Limited

https://en.wikipedia.org/wiki/States_of_India

https://en.wikipedia.org/wiki/Union_Territory

https://en.wikipedia.org/wiki/Toyota_Kirloskar_Motor

Tata Motors

Tata Motors has been ranked 5th in 2017 Responsible Business Rankings [2] developed by IIM Udaipur.

(https://en.wikipedia.org/wiki/Tata_Motors)

Q 5 : Make competition comparison which each car of

Nexa with its competition cars based on

below :

- Compare Nexa cars model with features (take a top & base

model)

- Compare prices of each car

- Compare distribution presence (count of showrooms

presence)

- compare pre & post sales customer experience .

http://www.livemint.com/Companies/On9CQsdu0JbpqmVaQ1zUBM/Are-businesses-becoming-more-responsible.html

https://en.wikipedia.org/wiki/IIM_Udaipur

Ans :

Following is a list of NEXA`s all CAR models Base and top

models

http://www.mycarhelpline.com/index.php?option=com_easyblog&view=entry&id=512&Itemid=91

comparasion of NEXA S Cross sigma (base model

) Maruti`s with Its competitors CARs.

features Comparasion

http://www.mycarhelpline.com/index.php?option=com_easyblog&view=entry&id=512&Itemid=91

For more features kndly go to the link : https://www.cardekho.com/compare/ford-ecosport-and-hyundai-creta-

and-maruti-sx4-s-cross-and-renault-duster.htm

Comparan of prices

(https://www.cardekho.com/compare/ford-ecosport-and-hyundai-creta-and-maruti-sx4-s-cross-and-renault-

duster.htm)

https://www.cardekho.com/compare/ford-ecosport-and-hyundai-creta-and-maruti-sx4-s-cross-and-renault-duster.htm




Compare distribution presence (count of

showrooms presence)

Maruti sazuki Nexa

the total dealership count under the NEXA brand has touched the 200 mark..

https://www.rushlane.com/maruti-nexa-dealership-12201464.html

Hundai Disttributshion presence

HMIL has 475 dealers and more than 1,226 service points across India.


Ford distribution presence

Presently, Ford has more than 376 sales and service outlets in 209 cities across India.


Renault distribution presence

As of 2015, Renault India has 224 outlets in India.


compare pre & post sales customer experience





https://autoportal.com

2.comparasion of NEXA S Cross Aplha320 (top

model ) Maruti with its competitors

Features comparasion

https://autoportal.com/

For more features go to the link : https://www.cardekho.com/compare/ford-ecosport-and-hyundai-creta-and-

maruti-sx4-s-cross-and-renault-duster.htm



Comparasion of prices

https://www.cardekho.com/compare/

Compare distribution presence (count of

showrooms presence)

Maruti sazuki Nexa




HMIL has 475 dealers and more than 1,226 service points across India.


Ford distribution presence

https://www.cardekho.com/compare/



Presently, Ford has more than 376 sales and service outlets in 209 cities across India.


Renault distribution presence

As of 2015, Renault India has 224 outlets in India.



https://auto.ndtv.com/ford-cars/ecosport



Autoportal.com

https://www.youtube.com/watch?v=_fdyn4sAYdY

3.comparasion of NEXA Ciaz petrol (base model )

Maruti with its competitors .

https://www.youtube.com/watch?v=_fdyn4sAYdY

features Comparasion

For detailed features go to following l ink

(https://www.cardekho.com/compare/fiat-l inea-and-honda-city-and-hyundai-verna-and-maruti-ciaz.htm)

Price comparasion

(https://www.cardekho.com/compare/fiat-linea-and-honda-city-and-hyundai-verna-and-

maruti-ciaz.htm

comparasion of distribution chanel

https://www.cardekho.com/compare/fiat-linea-and-honda-city-and-hyundai-verna-and-maruti-ciaz.htm



Fiat distribution prsence



Honda distribution presence

HCIL has 331 dealership outlets across 121 cities in 20 states and 3 Union Territories of India


Maruti sazuki nexa




HMIL has 475 dealers and more than 1,226 service points across India.HMIL also operates its own dealerships

known as Hyundai Motor Plazas in large metros across India. HMIL has the second largest sales and service network in India after maruti.






Autoportal.com

http://www.mouthshut.com/cars-suvs/Honda-City-1-5L-i-VTEC-reviews-925103036

http://www.team-bhp.com/forum/official -new-car-reviews/100380-hyundai-verna-test-drive-review-103.html

http://www.mouthshut.com/cars-suvs/Honda-City-1-5L-i-VTEC-reviews-925103036

http://www.team-bhp.com/forum/official-new-car-reviews/100380-hyundai-verna-test-drive-review-103.html

4.comparasion of Ciaz petrol (top model ) Maruti

with competitors .


For more detailed features go to following link :

https://www.cardekho.com/compare/fiat-linea-and-honda-city-and-hyundai-verna-and-

maruti-ciaz.htm

Price Comparasion

Distribution channel comparasion fiat distribution prsence









Maruti sazuki nexa




HMIL has 475 dealers and more than 1,226 service points across India. HMIL also operates its own dealerships known as Hyundai Motor Plazas in large metros across India. HMIL has the second largest sales and service network in India after Maruti Suzuki .


Pre and Post sales Comparasion

Autoportal .com



http://www.mouthshut.com/cars-suvs/Hyundai-Verna-Fluidic-1-6-VTVT-SX-reviews-

925642898

http://www.mouthshut.com/cars-suvs/Hyundai-Verna-Fluidic-1-6-VTVT-SX-reviews-925642898

http://www.mouthshut.com/cars-suvs/Hyundai-Verna-Fluidic-1-6-VTVT-SX-reviews-925642898

5.comparasion of Ciaz diesel (base model )

maruti with competitors .

features comparasion

For detailed features go to following link : https://www.cardekho.com/compare/fiat-l inea-and-honda-city-and-

hyundai-verna-and-maruti-ciaz.htm

Price comparasion


Comparasion of distribution chanel fiat distribution prsence






Maruti sazuki nexa








https://en.wikipedia.org/wiki/Union_Territories



HMIL has 475 dealers and more than 1,226 service points across India.[4] HMIL also operates its own dealerships known as Hyundai Motor Plazas in large metros across India. HMIL has the second largest sales and service network in India after Maruti Suzuki.[5]


Pre and Post sales comparasion

https://en.wikipedia.org/wiki/India

https://en.wikipedia.org/wiki/Hyundai_Motor_India_Limited#cite_note-4

https://en.wikipedia.org/wiki/Maruti_Suzuki



http://www.mouthshut.com/cars-suvs/Honda-City-1-5L-i-DTEC-reviews-925703433

https://www.youtube.com/watch?v=346ekZiQP6c

http://www.mouthshut.com/cars-suvs/Honda-City-1-5L-i-DTEC-reviews-925703433

https://www.youtube.com/watch?v=346ekZiQP6c

Autoportal.com

6.comparasion of Ciaz diesel (top model ) maruti

with competitors.


For detailed features go to following link : https://www.cardekho.com/compare/fiat-l inea-and-honda-city-and-

hyundai-verna-and-maruti-ciaz.htm

Price Comparasion



https://www.cardekho.com/compare/fiat-l inea-and-honda-city-and-hyundai-verna-and-maruti-ciaz.htm

Distribution chanel comparasion fiat distribution prsence






Maruti sazuki nexa




HMIL has 475 dealers and more than 1,226 service points across India.HMIL also operates its own dealerships known as Hyundai Motor Plazas in large metros across India. HMIL has the second largest sales and service network in India after Maruti Suzuki .







https://www.youtube.com/watch?v=tOQPcoarSMk




https://www.cartrade.com/maruti -suzuki-cars/ciaz/alpha-1-3-hybrid-specification-4105.html

https://www.youtube.com/watch?v=vTTIhUOBr5k

https://www.youtube.com/watch?v=UqY1BusO8JE

https://www.cartrade.com/maruti-suzuki-cars/ciaz/alpha-1-3-hybrid-specification-4105.html

https://www.youtube.com/watch?v=vTTIhUOBr5k

https://www.youtube.com/watch?v=UqY1BusO8JE

7.comparasion of baleno petrol (base model )

maruti with competitors

Price comparasion

https://www.cardekho.com/compare/honda-jazz-and-hyundai-i20-active-and-maruti-baleno-and-volkswagen-

polo.htm


https://www.cardekho.com/compare/honda-jazz-and-hyundai-i20-active-and-maruti-baleno-and-volkswagen-polo.htm


For detailed fetureatures go to following link : https://www.cardekho.com/compare/honda-jazz-and-hyundai-i20-

active-and-maruti-baleno-and-volkswagen-polo.htm

Distribution comparasion Volkaswagen distribution presence

Volkswagen India has 119 showrooms and 113 service centers across 101 cities.

https://en.wikipedia.org/wiki/Volkswagen_India




Maruti sazuki nexa




HMIL has 475 dealers and more than 1,226 service points across India HMIL also operates its own dealerships known as Hyundai Motor Plazas in large metros across India. HMIL has the second largest sales and service network in India after Maruti Suzuki


Pre and post sales comparasion








http://www.mouthshut.com/cars-suvs/Volkswagen-Polo-1-2-MPI-Trendline-reviews-925769378

http://www.mouthshut.com/cars-suvs/Volkswagen-Polo-1-2-MPI-Trendline-reviews-925769378

https://www.youtube.com/watch?v=uuWdnCpadz4

https://www.youtube.com/watch?v=ombgySqFw3o

https://www.youtube.com/watch?v=uuWdnCpadz4

https://www.youtube.com/watch?v=ombgySqFw3o

8.comparasion of baleno petrol (top model )

maruti with competitors.

Price comparasion

https://www.cardekho.com/compare/honda-jazz-and-hyundai-i20-active-and-maruti-baleno-

and-volkswagen-polo.htm .




Price comparasion

Distribution presence Volkaswagen distribution presence






Maruti sazuki nexa




HMIL has 475 dealers and more than 1,226 service points across India HMIL also operates its own dealerships

known as Hyundai Motor Plazas in large metros across India. HMIL has the second largest sales and service network in India after Maruti Suzuki





https://www.youtube.com/watch?v=riSMAPwTwYA

https://www.youtube.com/watch?v=riSMAPwTwYA

https://www.youtube.com/watch?v=UVBXfpDHyEQ

http://m.mouthshut.com/cars-suvs/Honda-Jazz-reviews-925106637

https://www.youtube.com/watch?v=UVBXfpDHyEQ

http://m.mouthshut.com/cars-suvs/Honda-Jazz-reviews-925106637

9.comparasion of baleno disel (base model )



For more detaii led features go to following link : https://www.cardekho.com/compare/honda-jazz-and-hyundai-

i20-active-and-maruti-baleno-and-volkswagen-polo.htm



Comparasion of distribution chanels Volkaswagen distribution presence

Volkswagen India has 119 showrooms and 113 service centers acros s 101 cities.





Maruti sazuki nexa






Pre and post Sles comparasion




Hundai i20 active 1.4 disel review

Honda jazz disel review

http://www.mouthshut.com/cars-suvs/Honda-Jazz-1-5-VX-i-DTEC-reviews-925755810

Volkswagen-Polo-1-5-TDI-Highline-reviews

http://www.mouthshut.com/cars-suvs/Volkswagen-Polo-1-5-TDI-Highline-reviews-925769380

http://www.mouthshut.com/cars-suvs/Honda-Jazz-1-5-VX-i-DTEC-reviews-925755810

10.comparasion of baleno disel (top model )



Price comparasion

Distribution chanel comparasion Volkaswagen distribution presence






Maruti sazuki nexa




HMIL has 475 dealers and more than 1,226 service points across India.[4] HMIL also operates its own dealerships known as Hyundai Motor Plazas in large metros across India. HMIL has the second largest sales and service network in India after Maruti Suzuki .[5]











https://autoportal.com/newcars/marutisuzuki/baleno/13-alpha.html

Hyundai i20 Active 1.4 sx with avn car revi ew

https://www.youtube.com/watch?v=5zNBzFOKrps

Honda jazz 1.5 vxi dtec review

https://autoportal.com/newcars/marutisuzuki/baleno/13-alpha.html

https://www.youtube.com/watch?v=5zNBzFOKrps

https://www.cardekho.com/user-reviews/honda-jazz

12.comparasion of Ignis petrol (base model )



https://www.cardekho.com/user-reviews/honda-jazz

https://www.cardekho.com/compare/ford-figo-and-hyundai-grand-i10-and-mahindra-kuv-100-and-maruti-

ignis.htm

https://www.cardekho.com/compare/ford-figo-and-hyundai-grand-i10-and-mahindra-kuv-100-and-maruti-ignis.htm


Distribution comparasion Mahindra distribution presence

483 Mahindra car dealers and showrooms available in India

https://www.cardekho.com/Mahindra/cardealers

ford distribution presence

314 Ford car dealers and showrooms available in India

https://www.cardekho.com/Ford/cardealers

Maruti sazuki nexa







Maruti ignis 1.2 sigma petrol








Mahindra Kuv 100 m falcon g80 k review

https://www.youtube.com/watch?v=uPbMUzPsQZY

Hundai grand 110 review

https://www.youtube.com/watch?v=uPbMUzPsQZY

Ford figo 1.2 base mt petrol review

https://www.youtube.com/watch?v=tt-lgEGcyFI

https://www.youtube.com/watch?v=tt-lgEGcyFI

12.comparasion of Ignis petrol (top model )



For more detailed features vist : https://www.cardekho.com/compare/ford-figo-and-hyundai-grand-i10-and-mahindra-kuv-100-and-

maruti-ignis.htm



Price comparasion

https://www.cardekho.com/compare/ford-figo-and-hyundai-grand-i10-and-mahindra-kuv-100-and-

maruti-ignis.htm

Distribution comparasion

Mahindra distribution presence










Maruti sazuki nexa




HMIL has 475 dealers and more than 1,226 service points across India HMIL also operates its own dealerships

known as Hyundai Motor Plazas in large metros across India. HMIL has the second largest sales and service network in India after Maruti Suzuki



http://www.mouthshut.com/cars-suvs/Maruti-Suzuki-Ignis-Alpha-1-2-MT-reviews-925876923



https://auto.ndtv.com/reviews/mahindra-kuv100-review-1266161

https://auto.ndtv.com/reviews/mahindra-kuv100-review-1266161

http://www.mouthshut.com/cars-suvs/Hyundai-Grand-i10-2015-Sportz-1-2-Kappa-Dual-VTVT-4-Speed-

Automatic-reviews-925790496

http://overdrive.in/reviews/2015-ford-figo-1-5-titanium-at-road-test-review/

13.comparasion of NEXA Ignis disel (base model

) maruti with competitors.


http://www.mouthshut.com/cars-suvs/Hyundai-Grand-i10-2015-Sportz-1-2-Kappa-Dual-VTVT-4-Speed-Automatic-reviews-925790496

http://www.mouthshut.com/cars-suvs/Hyundai-Grand-i10-2015-Sportz-1-2-Kappa-Dual-VTVT-4-Speed-Automatic-reviews-925790496

http://overdrive.in/reviews/2015-ford-figo-1-5-titanium-at-road-test-review/

https://www.cardekho.com/compare/ford-figo-and-hyundai-grand-i10-and-mahindra-kuv-100-

and-maruti-ignis.htm



Distribution comparasion Mahindra distribution presence






Maruti sazuki nexa






Pre and Post sale customer comparasion




https://autoportal.com/newcars/marutisuzuki/ignis/delta-13-mt.html

https://autoportal.com/newcars/mahindra/kuv100/k2-d.html

https://autoportal.com/newcars/marutisuzuki/ignis/delta-13-mt.html

https://autoportal.com/newcars/mahindra/kuv100/k2-d.html

https://autoportal.com/newcars/hyundai/grand-i10/era-11-crdi.html

https://autoportal.com/newcars/ford/figo/base-

15-tdci.html

https://autoportal.com/newcars/hyundai/grand-i10/era-11-crdi.html

https://autoportal.com/newcars/ford/figo/base-15-tdci.html

https://autoportal.com/newcars/ford/figo/base-15-tdci.html

14.comparasion of NEXA Ignis disel (top model )




maruti-ignis.htm

Price comparasion


maruti-ignis.htm

Comparasion of distribution presence Mahindra distribution presence






Maruti sazuki nexa












Pre and Post customer comparasion








https://www.youtube.com/watch?v=hD_SU8YU0Cg

https://autoportal.com/newcars/hyundai/grand-i10/asta-11-crdi.html

https://www.youtube.com/watch?v=hD_SU8YU0Cg

https://autoportal.com/newcars/hyundai/grand-i10/asta-11-crdi.html

https://autoportal.com/newcars/ford/figo/titanium-plus-15-tdci.htm

Q :

Stage 1:

Collect data on chosen company and product/service brand and identify the existing segmentation and targeting strategy PESTLE analysis Analyze the data and extract the SWOT current applicable to the chosen product/brand

Ans : identify the existing segmentation and targeting strategy of NEXA . Who then are these customers for whom NEXA is being launched?

https://autoportal.com/newcars/ford/figo/titanium-plus-15-tdci.htm

Comprising of young Indians who are increasingly global citizens and have achieved success early in life, the

clientele at NEXA will be digitally savvy and avid users of contemporary technologies, including social media.

They are well travelled, well read and have bought a car before - their aspirations and expectations mirror their

rising success in life. They are used to style and convenience and believe in nothing short of best in class

services when it comes to a buying experience.

(https://www.marutisuzuki.com/background-material-nexa-for-analysts.aspx)

The strategy to ensure that the NEXA premium retailing network evolves as a model to offer updated merchandise to

customers and grow existing relationships while ensuring higher than average levels of customer experience is starting

to show results.

(http://www.agencyofstrategy.com/blog/the-nexa-experiment-segmentation-is-everything)

PESTLE analysis

Political

Protectionisim could Raise the brand image

Protectionism in developed nations to affect India, China, South Africa the most: IMF

(http://www.livemint.com/Politics/c7T7dWE4KMwv6F7m6KWB2O/Protectionism-in-developed-nations-to-affect-India-China-S.html)

MaDE in INDIA INTIATIVE could Increase NEXA Revenue

http://www.makeinindia.com. Make in India is an initiative launched by the Government of India to encourage national, as well as multi-national companies to manufacture their products in India. It was launched by Prime Minister Narendra Modi on 25 September 2014

Economical

Developing glopbal Economy could benefit the NEXA

Internation trade teriff affect e.g trade with china

Raise in oil prices internaionally will affect the company

Global financial crisis will reduce the companny`s share value in stock market

Developing Domestic Economy could also benefit the NEXA and Country both

Opening of new nexa showrooms will increase the employment apportunities both in industrial and showroom sector. And increase NEXA revenue too.

https://www.marutisuzuki.com/background-material-nexa-for-analysts.aspx

http://www.agencyofstrategy.com/blog/the-nexa-experiment-segmentation-is-everything

Company will pay more tax wich will enhance domestic economy

Monetary policy can affect the inflation and indirectly NEXA

Echange rate will affect NEXA import and Exports

deVlaueation in rupee can affect the purchasing power

46% share in automobile industry

Social

Engagging in social issues

Customer Requiement and social value

Company is spending on csr

Technological

At NEXA, technology will be the other name of convenience – while wall mounted display connected to iPads

give you all the information on the automotive industry, smartphone applications reduce paper work. If upon

entering a NEXA store a customer wishes to view competition models, a touch on an iPad connected to a wall mounted display enables an informed buying decision.

(https://www.marutisuzuki.com/background-material-nexa-for-analysts.aspx)

NEXA is working on R&D for improving the CAR models and fuel Efficiency

Maruti is using green technology for making CARS as low enviroment Damage

NEXA using Innovations like CAR health service and Mobile updates

Refernce : Maruti Sustainability report

Legal

Passanger safty laws

NEXA is following Enviromental laws

NEXA is following Taxes and duty LawS of the country

NEXA is following Labour laws as reported by company in sustainability report

Refrence : Sustainability report Maruti 2016

Enviroment Over the years company is rducing its dependencies on ground water

According to the company`s sustainability report company uses 96 % clean energy rsourses

which is very good.

According to report company has 0 waste

Company has also reduced it CO2 emission immensely

SWOT of NEXA

Strengths

1. NEXA Belongs to Maruti Suzuki which is the largest passenger car company in India,

accounting for around 46% market share .( Company’s 8th Sustainability Report which is

for the period, 1st April, 2015 to 31st March, 2016) page 8.

2. The Company has established a Risk Management process which consists of an

Enterprise Risk Management Committee (ERMC). NEXA is talking advantage of

this(Company’s 8th Sustainability Report which is for the period, 1st April, 2015 to 31st

March, 2016)page 4

3. Largest distribution network of dealers and after sales service centres of Maruti can be

used to grow NEXA .

4.A large Product portfolio under NEXA with varience and budget help to increase sales

(www.nexaexperience.com/)

3. Good advertising, product portfolio, self-competing brands

4. Strong brand value and strong presence in the second hand car market

6. Having different revenue streams like Maruti finance, CAr Insurance and Maruti

driving schools

7. Over 700,000 units sold in India annually including 50,000 exports

8. The company has been recognized by several awards in the automobile segment in

India

10.Company has improved customer satiffaction index

Refrences : Maruti sustainability report 2016

Weaknesses

1. NEXA is not a international brand or satisfy international customer .

2. Employee management, strikes, worker wage problems have affected Maruti's brand

image in the past so it could also happen with NEXA .

3. premium characteristic of the brand NEX are not luxurious as other brands within its

range.( research paper : Brand Analysis of Nexa Dr Komal Chopra Amit Singh Kamit

Malhotra Dhruv Duggal Symbiosis Institute of Management Studie)

4. Parent Brand - Maruti Suzuki. Can harm the brand nexa .

5. Company has gone below to average 809 points this is a alarming singnal

Sales satisfaction performance is reported as an index score based on a 1,000-point scale,

with a higher score indicating greater satisfaction with the new-vehicle sales and delivery

processes. Overall satisfaction for mass market brands averages 809 in 2016.

( http://www.jdpower.com/press-releases/2016- india-sales-satisfaction- index-ssi-study)

Opportunities

1. Developing more fuel efficient cars and hybrid cars by considering next genrations of

the future can be an opportunity for NEXA.

2. NEXA can target tapping emerging markets across the world and building a global brand

3. Fast growing automobile market and increased purchasing power will bost NEXA

objectives .

4. Considering Electric Cars could also act to target enviroment friendly segment .

Threats 1. Government policies for the automobile sector across the world

2. Ever increasing fuel prices

3. Intense competition from global automobile brands and cheaper brands can hurt Maruti Suzuki's business

4. Substitute modes of public transport like buses, metro trains etc

Stage 2: Based upon PESTLE and SWOT identify gaps or opportunities that the company can target afresh

http://www.jdpower.com/press-releases/2016-india-sales-satisfaction-index-ssi-study

Identify and qualify segments by applying the segment attractiveness measures (such as – measurability; accessibility; substantiality etc.)

Ans :

Gaps or opportunities that the company can target afresh are

these

1.NEXA is a domestic brand it could cater the foreign market s there is a huge

potential in international market .Company could launch Nexa showrooms in

other countries like pakistan , Bangldesh , Nepal etc

2.As one research says that nexa showrooms are not offering the 100 % premium

characteristic which they claim they are made for , customer did not find it to be

as luxurious as other brands within its range . NEXA should improve their servises

for a long time customer. (Brand Analysis of Nexa Dr Komal Chopra Amit Singh

Kamit Malhotra Dhruv Duggal Symbiosis Institute of Management Studies )

3.Nexa showrooms could be open for prime cutomers of bikes/motorcycles

4.NEXA should introduce new models and design instead of Varients of the same

model . New car extririors

5.Customised Cars

6.Nexa should allso introduce Electric Cars

7.Nexa should use make in india campaign in their favour

8.Some people want Good Mileage(the ratio of the number of miles traveled

to the number of gallons of gasoline burned ) in city due to traffic

problems . more fuel efficient hybrid cars

9.Two types of showroom are damaging the luster of existing showroom

10.Nexa should mobile car repaing servicing to capture busy customers and

genrate more revenues

11.Online customer mrket .

12.Nexa should make plan to avoid strikes and other as last time happened

should not repeat

13.Prent company should analyse the international reports and ractify the

problems

14.Nexa should use existing maruti dealer network appropriatly

15.Nexa should focus on

……………………………………………

Identified segments after applying the segment

attractiveness measures (such as – measurability;

accessibility; substantiality etc.)

An attractive market segment is one that offers solid current or long-term profit potential for your business. Companies typically consider the various segment options they have to market to and may target one or multiple markets depending on how much money they have available to invest in marketing.

smallbusiness.chron.com/attractive-marketing-segment-22378.html

Segment 1

Identifiable (Geographical segment )

As Since the inception of NEXA it remained successful so it should also explore some foreign markets to genrate more revenues for the company.

Accessible

International buyer , online customer , Launching NEXA show room in the desired country

Substantial

As the new market will levrage the sales it will incrase the value of the company and its share

value will increase.

NEXA showrooms are exclusive . so very less competition .

Segment 2

Identifiable (Behavirol Segment ) these are those people who have used or checked out other brand`s cars physically or online

when they use NEXA they find some lopeholes and missinformation so if they buy the car once they avoide coming again or spread wrong word of mouth for the brand .

Accessible

By giving diffrent discount/benefit offers these buyers could be captured.

Firstly you can find these people online on the websites which facilitate in car comparasion .

Secondly while they come to your brand showroom . make a mchanism to identify that person has used other brands or not.

Profitable As due to these persons` bad reviews company bear big losses to satisfying other customers so

company should try to make them happy in reverse they will promote the brand free of cost

A large number of people behave in this way as on Black Friday offers so these could fetch the company a good revenue.

Growth rate This segment has huge potential as youtube and other social websites are expanding .

Segment 3

Identifiable (Demographic )

Midel and upper class could be the target .

Accessible

Same as Maruti has opened the NEXA for CARS it can Open NEXA showrooms for bikes as well as . There is a big apportunity for capturing Prime bike customers.

Profit

bike is a need + style so there is a huge big market of this segment .Bikes are not so much expensive as CARS but bikes could be sold more than cars so could be profitable market .

Growth There is huge potential of growth of this segment and right now there is no competition too. The industry is growing at a rate of 30% annually.

Segment 4

Identifiable (Psychographic)

Some persons use a product for few months and tired of that they want new verity

not the varients of same product.

Accessible

By making Exclusive CARS portion in the NEXA showrooms and frequently online promotions and new exterior design production this segment of customers could be captured . company can take orders in advance for their upcoming exclusive models for super premimum

customers .

Profit

Company can charge a little bit more for exclusive and limited

Cars.

Growth rate

This segment also has good potential if appropriatly focused and

advertised well.

Segment 5

Identifiable ( Demographic / Behavirol)

Some secular and tech lover buyers now want Electric cars but

almost no company in India is focusing on this NEXA could make a hybrid engine of Electricity and CNG and become no1

brand through inception.

Accessible

These customers could be access through online car portals

data and advertisng on TV and social media.

Profit

New technology always sold on high prices and I think premium

customers can afford it too.

Growth

Some of the European countries have announced to

compeletly eliminate hzardous gas emiting cars. Which

means developing countries can aslo take such initiatives. So

there is a huge potential in this segment.

Segment 6

Identifiable (Demographic)

Some nationalist and conservatives always support the

product of their country NEXA can use the sentiments of

these people for their CAR sales e.g by launching a CAR in

the name “ Kirshina CAR “ could incrase the sales of the

company .

Accessible

These people could be accessed at religious places like

Temple and Nationalist processions and meetings and by

advertising on nationalist chanels as punjabi chaneli,hind

chanel etc.

Profitable

Launching a Product by featuring some culture or custome

will hit the sentiments of the people in this segment like

texture,Name and interrior will not be burden on the

company production line .

As company will launch the product for this

particular segment its sales could increase if

apprpriatly advertised.

Growth rate

This segment has great potential as there is

one dominated religion in the country so

cutomers can bost immesly.

Segment 7

Identifiable (Demographic) Mileage lover : while considering the reviews of different NEXA Cars Models most people were prefering and focusing on mileage so by providing good mileage car at reasonable price

this segment of customers can be captured.

Accessible

These customers could be found in middel classs some time in

lower middel class . ( access through TV ,Social media )

Profitable AS most of the population belongs to middel class fulfilling the needs of this segment can

incrase the sales.

As other companies are already providing less mileage as compared toNEXA in the same range of Price so NEXA

can improve revenue .

Growth rate

There is a huge potential in this sector is appropritly

addressed because middle class is maximum than upper and

lower class.

Segment 8

Identifiable (Geographic /Demographic ) Beyond the CAR selling NEXA can offer Primium CAR servicing which would be able to

collect the out of order CAR from any point within the range or provide car mobile servicing .

Accessible Busy Persons , Ladies and almost all kind of people who can drive could be target customers . and access through Social media and TV and bilboards.

Profit

Nexa has already established Its name this servicing could help in genrating more revenues by usingthe name of NEXA. Company can easily afford the subsidiary business as it is already running some others e.g CAR finance and insurance srvices.

Growth rate Huge potentail of groth as there is CAR , car owner need a service firm too,no competitor and CARS always rquire service so never ending business.

Segment 9

Identifiable ( Behavirol) Most of the customer now purchase products online or take decisions by visiting online

webportals.company should focus on online advertising and good web experience.

Accessable Found Online , for accessing this segment use google adsen advertise ,youtube , facebook

Profit Online satisfaction will lead to purchase the product offline thus result in large profits.

Not so much expensive company can bear the easily expenses of managing online website and ads .

Growth rate Huge market immense groth rate. No need to explain

Segment 10

Identifiable ( Demographi)

Most customers want customised CARs for fulfilling their wants NexA could provide semi customised cars for thses customers .

Accessible

No need to access them they will come to you just need to

promote the tag line “ we make what you want “

Profit

Only super premium customers can use the service and will ready to pay what you demand.

Growth rate

Depend upon Country Economy and develpoment and purchasing power

Stage 3:

From the segments above, select ones that you

propose to target (Targeting)

Propose positioning strategy for chosen target

segment(s)

ANS :

I suggest the third segment (bike NEXA showroom)

Same as Maruti has opened the NEXA for CARS it can Open

NEXA showrooms for bikes as well as . There is a big apportunity for capturing Prime bike customers .

Identifiable (Demographic )

Target market

1.Midel and upper class could be the target .

2.Target Market should be youngsters age group of above 18 and below 30 .

https://www.researchgate.net/publication/306373985_A_STUDY_ON_CONSUMER_BUYING_BEHAVIO

R_TOWARDS_TWO_WHEELER_BIKES_IN_CONTEXT_TO_INDIAN_MARKET

Accessible

Social media : mostly these age groups use social media websites e.g facebook ,youtube .

TV adds

Local Propmotions by Bilboards , colleges universities

Substantiality

Through the below graph we can suppose how Big is the Bikes market .

https://www.researchgate.net/publication/306373985_A_STUDY_ON_CONSUMER_BUYING_BEHAVIOR_TOWARDS_TWO_WHEELER_BIKES_IN_CONTEXT_TO_INDIAN_MARKET


Suzuki`s share in the Bike sector is very low it can increase its sales by launching bikes on the base of

NEXA

http://www.team-bhp.com/forum/motorbikes/175343-march-2016-two-wheeler-sales-figures-analysis.html

I`ll suggest Suzuki to Position NEXA Bike showrooms

directly against its competitor’s .

Position Bike purchasing benfits with the same range of Bikes of other

brands at Reasonable Price , Good Portfolio of Bikes , Price

Comparasions , Bike health service and Mobile app .

http://www.team-bhp.com/forum/motorbikes/175343-march-2016-two-wheeler-sales-figures-analysis.html

https://www.researchgate.net/publication/306373985_A_STUDY_ON_CONS UMER_BUYING_BEHAVI

OR_TOWARDS_TWO_WHEELER_BIKES

_IN_CONTEXT_TO_INDIAN_MARKET

by using above data make a NEXA bike

Growth There is huge potential of growth of this segment and right now there is no

competition too. The industry is growing at a rate of 30% annually.


Profit

Bikes are not so much expensive as CARS but bikes could be sold more than cars so showroom .

Affinity

Local or conservative factor could be fruitful in

this

USP (unique selling proposition)




