Name: Parag Mishra
Roll No: 2009E39
Batch: Weekend
Subject: Brand Management
Branding of Maruti Swift
About Maruti
Maruti, as we know is a brand which is driving the whole nation. Maruti which is
referred to as the Beetle’s reincarnation, has been India’s largest selling car for
nearly two decades and is practically etched into the nation’s psyche.
The “car” brand is the one that redefines the meaning of public transport in a
country of a billion people must be pretty powerful. Maruti which is also known as
“people’s car” has ruled the Indian roads for almost two decades and keeps the
cash register ringing for its manufacturer- the Suzuki Motor Corporation acclaimed
for its small car ingenuity worldwide. Maruti as a brand has become generic for
“small car” in India. Considering the car’s accessibility, Maruti’s tagline “Realize
your dreams” seems especially apt.
The company has portfolio of 11 brands, including Maruti 800, Omni premium small
car Zen, international brands Alto and WagonR, off roader Gypsy, mid size Esteem,
luxury car Baleno, the MPV, Versa, Swift and Luxury SUV Grand Vitara XL7.
Origin of Maruti Swift Brand
The Suzuki Swift is a subcompact car produced by Suzuki in Japan since 2000. Prior
to this, the “Swift” name had been applied to the Suzuki Cultus in export markets
such as Australasia, Europe, North America. In India, Suzuki has launched Siwft as a
joint venture with Maruti and the car is known as Maruti Swift with the tagline
“You’re The Fuel!”. Maruti Swift has its history way back since Suzuki launched its
two wheeler powerful bike Hayabusa in 1999. In 2004, there emerged Maruti Swift
after the revolution from Hayabusa to Concept S2 and finally from Concept S2 to
Swift. The new compact car Maruti Swift is more eye-catching, more spacious, more
refined, more user-friendly, and a whole lot-more enjoyable to drive than anything
else in the compact car category. It has a dynamic European Styling. Maruti Swift
was awarded “Car of the Year” in 2006.
Later in the year 2008, Maruti Suzuki launched with the new entry level sedan
called Swift DZirein the Indian Market. The Swift Dzire replaced Maruti Suzuki’s
popular entry level sedan Maruti Suzuki Esteem. The car is pitted against the other
entry level sedans in the Indian market such as the Maruti Renault Logan and the
Tata Indigo.
Competitors of Maruti Suzuki Swift
The competitors of Maruti Suzuki Swift emerged out be Hyundai Santro 1.1
CRDi(1,120cc engine, 75bhp, 20kmpl), Hyundai Getz 1.5 CRDi(87bhp), Tata Indica
1.3 MultiJet.
Maruti Swift Versions
Maruti Swift emerged with the Diesel version as well as with the Petrol version.
Maruti Swift’s Petrol version is powered with 1.2L K-series engine. The 1.2 L, K
series petrol engine present in Maruti Swift is highly fuel efficient with the
availability of 16 Valve light weight DDHC engine that reduces friction and improves
durability and fuel economy to the best in town. It has impressive mileage of 14.4
kmpl in the city roads and 18.1 kmpl on the highways. Maruti Swift’s Diesel version
is powered with 1.3L, DDiS engine with a displacement of 1248cc. The 1.3L diesel
engine is packed with turbocharger and intercooler combination that offers efficient
combustion and clear emissions. This compact diesel engine is incredibly fuel
efficient and offers a mileage of 16.9 kmpl in the city roads and 19.6 kmpl on
highways.
Maruti Swift Models in India
Maruti Suzuki Swift launched with its various Swift Models in India. They are as
follows:-
Maruti Swift This is the base model of petrol version of car with BS IV emission and features like ac, power
LXI steering, etc.
Maruti Swift This is the upgraded version of petrol version LXI with extra features like fog lamps, black colored
VXI A & B pillars, silver paint door garnish, 12 V accessory socket in centre console, etc.
Maruti Swift This is again upgraded version of Maruti Swift VXI with extra feature of ABS (Anti Braking Lock
VXI with ABS System).
Maruti Swift This is the top end variant of petrol version with extra features like dual srs airbags, seat belts with
ZXI pretensioner, key with integrated remote control, etc.
Maruti Swift This is the base model of diesel version with BS III emission and features like power steering, air
LDI conditioner, seat belts, child lock, side impact beams, etc.
Maruti Swift This is upgraded version of diesel engine with extra features like fog lamps, colored door handles,
VDI front fog lamps, black colored A & B pillars, key not removed warning buzzer, etc.
Maruti Swift This is the top most variant of Sift diesel with extra feature of ABS in it and the remaining feature
VDI with ABS of Maruti Swift VDI.
4 P’s of Maruti Suzuki Swift
1. Product:
The all-new Maruti Suzuki Swift is fully loaded with a range of exciting new
features. It’s a perfect complement to our evolved tastes and lifestyle. And
the best way to take our driving pleasure to a brand-new high. European
Styling, Japanese Engineering. Dream-like handling. The new Swift is a
generation different from Suzuki design. Styled with a clear sense of
muscularity, its one-and-a-half box, aggressive form makes for a look of
stability, a sense that it is packed with energy and ready to deliver a dynamic
drive. Its solid look is complimented by an equally rooted road presence and
class-defining ride quality. New chassis systems allow for the front
suspension lower arms, steering, gearbox and rear engine mounting to be
attached to a suspension frame. We get lower road noise and greater feeling
of stability as you sail over roads with feather touch ease. There are three
variants of Maruti Suzuki Swift:
• Swift LXi
• Swift VXi
• Swift ZXi
2. 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 price
range practically ripped 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.
Maruti launched its Swift first in the capital city of Delhi NCR with the
advantage that the road tax on the 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 got the benefit of this policy.
Also the price of Suzuki Swift is considerably lower than Hyundai Getz. As a
result Maruti has quite likely forced the competition to rethink their strategy.
3. Promotion:
When Maruti Udyog launched the Swift, the automotive industry was agog
with expectation that the car had the makings of a real winner. Three version
were launched with the house variant carrying a retail tag of Rs. 3.85 lakh,
ex-showroom, New Delhi and this aggressive pricing only reinforced this
feeling.
Maruti Swift was the most sold car in the first year of any car in the history of
the Indian Automobile industry having totted up sales of 61,200units. The car
estimated 4000bookings 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. The
Swift has made a real impact in the small hatchback segment leaving its
closet rival, the Getz far behind.
4. Place:
The car manufacturing company, called Maruti Suzuki Automobiles India
Limited, is a joint venture between MUL and Suzuki Motor Corporation holding
a 70% and 30% stake respectively. The Rs. 1524.2 crore plant has a capacity
to roll out 1 lakh cars per year with a capacity to scale up to 2.5 lakh
units/annum. Three manufacturing plant began commercial production by the
end of 2006.
CBBE Model to Maruti Swift:
1. Salience:- The salience features of Maruti Suzuki Swift are
a. Dynamic European Styling:- Maruti Suzuki Swift is designed with a
dynamic European styling with flowing lines and impressive structure.
A car that is spacious, refined, and sophisticated is available in a
rainbow of color, stands out spectacularly in the traffic. In addition, the
muscular structure, boldly flared wheel arches, chunky wheels, and
tyres sitting squat at four corners of the car makes the car look even
more impressive.
b. Surround Protection: Surround protecton ensures all advanced car
safety fetures that makes Swift a safe car on congested city roads as
well as on highways. The crashworthy structure of the car offers a
reliable drive along with a host of high end car technologies. A
collapsible steering column, front seat-belts pre-tensioners with load
limiters, and energy absorbing trim makes the Swift driver even more
safer. In addition, some of the other safety technologies equipped in
the Swift are antilock brackes with electronic brake force distribution,
brake assist function, and dual front airbags.
c. Efficient Suspension: Indian roads are bumpy with a number of
potholes. Therefore, a car that can have a smooth and comfortable
ride on these bumps is ocnsidered to be the best there. Swift is
designed keeping in mind the road and weather conditions in India.
The efficient McPherson strut suspension in the front helps improving
handling and comfort level. The suspension system links the lower
arms of the suspension to the gearbox, steering and rear engine
mounting to a suspension frame.
2. Performance and Judgements: Swift is a car which can be really enjoyed
for driving. Swift is much better than Getz. The Swift gets a higly revised
Engine from the Esteem. . Maruti Swift’s Petrol version is powered with
1.2L K-series engine. The 1.2 L, K series petrol engine present in Maruti
Swift is highly fuel efficient with the availability of 16 Valve light weight
DDHC engine that reduces friction and improves durability and fuel
economy to the best in town. It has impressive mileage of 14.4 kmpl in
the city roads and 18.1 kmpl on the highways. Maruti Swift’s Diesel
version is powered with 1.3L, DDiS engine with a displacement of 1248cc.
The 1.3L diesel engine is packed with turbocharger and intercooler
combination that offers efficient combustion and clear emissions. This
compact diesel engine is incredibly fuel efficient and offers a mileage of
16.9 kmpl in the city roads and 19.6 kmpl on highways. Maruti Swift also
received “Car of the Year” award in the year 2006. It was also one of the
highest selling cars after it was launched.
3. Imagery: Swift is slightly bigger compared to i10 in interior space. The
Swift rear seat is actually better as compared to cars like
i10/Santro/WagonR. Storage area is pretty good. The front end features
‘lifted up’, vertically stacked headlamps and a raised bonnet line that
meets new pedestrian safety norms in Europe. Well-defined, muscular
wheel arches, a waistline that runs the length of the char, chunky C-pillars
that suggest strength and the beautiful floating-roof all make the car as
state –of-the-art as it gets. It has five spoke alloys look much better than
the seven- spoke ones. The three spoke steering really sporty and there
is a adequate room for five passengers and their elbows. Rear seats offer
decent legroom but could have been better padded.
4. Feelings:- Maruti Swift has been awarded as “Most Fun to Drive” car at
the annual Japanese Car of the Year awards for 2005-2006. It is the most
smart and handsome looking hatchback at present in India. It offers very
good equipment levels and safety like airbags and ABS in top models. It
looks fabulous and drives really well. There are some lacking with its
interior as it gives a tacky feeling. It is a fuel efficient car. The cabin is a
roomy, distinctive place to travel in with an impressive level of quality to
its construction. The layout of controls is simple and clear. The seats are
comfortable and of a good size with plenty of under-thigh support, and
room is generous in the back, even if headroom is a little compromised for
taller passengers.
5. Resonance: The post purchase resonance is very high in Maruti Swift.
There are 1036 service centers in India and hence servicing of Maruti cars
is not a major hurdle. Also Maruti spare parts are easily available in all the
stores. There are many trained and certified mechanic of Maruti who are
running their own service centers apart from the authorized service
centers. Hence, getting the Maruti car serviced is easy. Maruti genuine
accessories are easily available in the market. It resonates much more
than its competitors such as Hyundai Santro 1.1 CRDi(1,120cc engine,
75bhp, 20kmpl), Hyundai Getz 1.5 CRDi(87bhp), Tata Indica 1.3 MultiJet.
Brand Positioning of Maruti Suzuki Swift:- Swift has been positioned as the
most subcompact car in India. The new compact car Maruti Swift is more eye-
catching, more spacious, more refined, more user-friendly, and a whole lot-more
enjoyable to drive than anything else in the compact car category. It has a dynamic
European Styling.
Forecasting of Maruti Suzuki Swift:- Just three months after it launched Swift,
MUL already sold over 8000 units of the car. The 1298cc hatchback—the company
claims more than 15000 booking before the car was launched. And that’s seven
while competitors—Corsa Sail, Hyundai Getz and Fiat Palio—are available off the
shelf. Not surprisingly MUL now has a lot riding on the car there’s over Rs. 440 crore
invested in the project.
For the company that has been known more for its value-for-money proposition—
from the 800 to Esteem—that’s important. “It is not as if our cars weren’t style
statements. It’s just that with Swift, we have made a break from the past”, reveals a
company official. Swift’s success is really due to a combination of carefully thought-
out elements in its creation: the product design, marketing strategy and—given the
sensitivity of Indian buyers price.
When Japan’s Suzuki Motor Corporation decided on a car like Swift, a team of
around 50 designers and engineers spent more than six months in Europe, a
booming market for the small car segment. Importantly, for the first time 25
members of the team were Indian Engineers from MUL.
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