Indian Automobile sector Four Wheeler Segments Hatchback Cars
Following of the companies in India having their Hatchback cars:(1) Maruti Suzuki -Maruti Suzuki 800 -Maruti alto 800 -Maruti Suzuki Alto 800 -Maruti Suzuki Wagan R (2) Tata -Tata Nano - Tata Indica V2 (3) Hyundai - i10 - i20 - Eon - Santro (4) Chevrolet - Spark - Beat (5) Nissan - Micra (6) Ford - Figo
(7) Honda - Brio (8) Toyota - Etios Liva (9) Renault - Pulse (10) Volkswagan - Polo (11) Skoda - Fabia (12) Ford - Figo (13) Mahindra - Vertigo
In Hatchback cars Maruti is the market leader. Market Shares of maruti Suzuki in 2013 :-41.07%
June 2013 Sales Figures of Cars in India
June 2013 Sales Figures of Cars in India
Market Leader in Hatchback market segment is Maruti Suzuki:-
Pricing Strategy in Maruti Suzuki:-
The price is the amount a customer pays for the product. It is fixed after considering various factors such as market share, competition, material costs, product identity and the customer's perceived value of the product. The business may increase or decrease the price of product if other stores have the same product. The price decision is very sensitive and for that special care is to be taken to get the competitive edge. There are various factors to determine a price of a car, such as market condition, cost incurred to build a car, profit by company, dealer profit. The companys pricing strategies are
such that every customer can own a car or upgrade to another one of his or her choice. The company offered a different model at a price difference of around 10,000. It follows a price-point-strategy wherein they have products available in almost all possible price points.
Table 1: Models with Price Range Car Models (Maruti) Price Range (Rs.) Maruti 800 2,10,027 - 2,32,610 Maruti A-Star 3,81,171 - 4,66,219 Maruti Alto 800 2,42,775 3,56,775 Maruti Alto K10 3,21,358 - 3,34,598 Maruti Eeco 3,05,675 - 4,10,893 Maruti Ertiga 5,98,970 - 8,70,970 Maruti Grand Vitara 22,68,064 - 24,60,529 Maruti Gypsy 5,51,409 - 6,01,057 Maruti Kizashi 16,52,875 - 17,52,875 Maruti Omni 2,17,655 - 2,82,013 Maruti Ritz 4,32,237 - 6,33,612 Maruti Swift 4,48,893 - 6,87,768 Maruti Swift Dzire 4,92,354 - 7,50,483 Maruti SX4 7,38,114 - 9,79,786 Maruti Wagon R 3,57,880 - 4,44,674 Maruti Zen Estilo 3,45,829 - 4,36,136
Promotion Strategies:-
1- Road Shows 2- Television Advertisement 3- Radio 4- Print Adds 5- Workshops & Seminars 6- Banners, neon sings 7- Booklet & pamphlets
Market leader in above segment is Aloto-k10 & Wagan R from maruti Suzuki.
DISTRIBUTION STRATEGY
Distribution strategy of a firm is a plan created by the management of a manufacturing business that specifies how the firm wishes to transfer its products to intermediaries, retailers and end consumers. Maruti Suzuki has two manufacturing facilities in India. Both manufacturing facilities have a combined production capacity of 14,50,000 vehicles annually. Maruti has a strong dealer network. Infact it was one of the very first companies in the country to understand the importance of after sales service in high involvement products like cars. It has the largest distribution & Service network comprising of over 400 sales showrooms, over 600 dealer workshops, and 1900 Authorized Service Stations spanning across over 1190 cities unparalleled in the country. It has 30 Express Service Stations on 30 National Highways across 1,314 cities in India. Most of the service stations are managed on franchise basis where Maruti trains the local staff. To increase their reach to rural India, where setting up a complete dealership was very difficult, they opened extension counters which are operated by some dealer in the city thereby ensuring increased customer touch points without risking the viability of the dealers.
Years
Sales Cites Dealer Outlets covered service 933 1100 668 801 1101 1305
20102011 20112012
Maruti Cites Authorised Covered Service 1845 1395 1653 1408
True Value Shops 359 409
Cites Covered 208 233
20122013
1204
874
1415
1514
1423
456
256
