Mmr - Swift

The Essence of Marketing Maruti Suzuki Swift

Submitted By: Gaurav Saxena... Gunjan Sharma... Harsh Chhajer... Himanshu Sharma... Himanshu Singhal... Jai Trehan...

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SWIFT - Evolution

Product/Functional It’s a new kind of compact car, one that's based on a fresh approach to design and development, delivers the kind of driver and passenger experience that places it in a class of its own and has true worldwide appeal. The Swift is...  more eye-catching,  more spacious,  more refined,  more user-friendly with great fuel efficiency, and  is whole lot more enjoyable to drive than anything else in the compact-car category.

Price/Value Price: Rs 411,553 - Rs 523,443 (ex-showroom) Value:  Maintenance free for the entire engine life.  Great fuel economy in city & on highways too, good pick up with AC also, attracting sporty look and easy to ride on Indian road.

Advertising/Self-Image Main emphasis on  Pickup (0-60) in 6 seconds;  Style & design;  Smoothness and sporty look.

Differential Advantage 

The DDiS engine has won the ‘International Engine of the Year Award’ in Europe.

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DDiS Technology that powers Maruti Swift Diesel - highly compact and incredibly fuel efficient - the lightest engine in its segment - the first in India to have a 5 Step Multi Injection Technology for smoother running, low noise/vibrations and cleaner exhaust.

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It is the only engine with a Chain Drive Timing System, which is maintenance-free for the entire life of the engine.

As a result: It is the fastest model to reach the three lakh units mark - the car crossed the milestone in three years and eight months.

Distribution/Availability   

Number of Maruti swift dealers in India is around 450. There are around 9 dealers in Pune itself. Available in 15-20 days (max) after order.

Source: http://www.marutisuzuki.com/company-at-a-glance-newroom.aspx

Targeted Market Segment (TMS) 1. Demographic:  Gender: M/F  Age: 25-45  Income: 4 lpa onwards 2. Psychographic:  Middle class, upper-middle class. 3. Geographic:  One of the oldest companies which has the maximum number of service stations through out the country.

Market Share

Source: http://www.marutisuzuki.com/company-at-a-glance-newroom.aspx

Servicing/Service  

Total service points: 2767. Maruti as a brand is known for having service center nationwide geographically.

Risk Averness/Gurantee A highly crash worthy structure that keeps you safe. 

A collapsible steering column.

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Front seatbelt pre-tensioners with load limiters, and energy absorbing trim all around.

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Active safety technologies include dual front airbags, Antilock Braking (ABS) with Electronic Brake-force Distribution (EBD) and a brake-assist function, that minimize driving hazards.

All of these make the Swift amongst the safest set of wheels on the road today. And you can be sure that’s not by accident.

Thank You!