MARKETING STRATEGY OF CIAZ
NEXA’s New Campaign for The Maruti Suzuki Ciaz
Maruti Suzuki’s premium reseller- NEXA was launched in 2015 and ever since has been at work to market and sell a
range of Maruti Suzuki automobiles in the country along with creating a more premium experience for their customers.
Maruti is currently reselling the S-Cross, Baleno, Ciaz, Ignis and the XL6 through these NEXA outlets. The Maruti Suzuki
Ciaz, a product placed to compete amid the sedan segment is one of the cars which are catered to by NEXA. The Ciaz has
been an executive-level sedan that was created focusing on comfort, space and good fuel economy.
In order to market the product better and help it reach the audience it was created for, NEXA now will be working on a
new marketing campaign for the Maruti Suzuki Ciaz Sedan. The campaign will include 3 commercials that will be aired on
Television as well as on digital platforms.
This new campaign will highlight the strengths and features which the sedan has to offer. These features include- the ‘K15
Petrol Engine with Smart Hybrid Technology’ which helps save fuel, an automatic transmission, cruise control, interiors
that offer good cabin space and accompanied with Smart Play which enables a ‘lounge-like’ experience and LED Projector
headlamps with Daytime Running Lights.
MARKETING STRATEGIES OF VERNA
• Target Markets: Hyundai strategy is based on differentiated marketing. The primary
consumer target is consisting of middle to upper-income professionals, who wants value
for their money and comfortable ride in city conditions.
• Marketing Communications: By passing all messages through media, the Hyundai
will reinforce the brand name & main points about the product differentiation. Research
about media consumption, pattern will help the advertising agency to choose appropriate
media and timing to reach prospect before & during the product introduction. Thereafter,
advertising will be given a pulsing to maintain brand awareness and communicate various
differentiation messages.
• Workshops and Seminars: Workshops and seminars will be held in colleges and big
corporate to make people aware about the companies past performance and products
features their affordability and usage, vast distribution network. Road shows will be
conducted where free trails of the cars would be given.
Market Share Analysis – Executive Sedan Segment
• The Verna was the best selling executive sedan of May’20 and was ahead of Skoda Rapid, Maruti Suzuki
Ciaz and Volkswagen Vento. Verna commanded a Market Share of 27%. Hyundai had introduced the
facelifted Verna in Mar’20 with exterior and interior changes alongside the debut of BS6 compliant
powertrain options.
• Skoda’s Rapid outsold the likes of Maruti’s Ciaz & Honda’s City in May’20. It registered a Market Share of
25% last month.
• Maruti Nexa Ciaz ranked third with sale of 192 units in May’20 and could garner Market Share of just 17%.
It also recorded a massive 95% YoY decline.
• Honda is delaying the launch on the next gen City and is clearly affecting its sales volumes.
