This project report on Marketing Techniques Of Maruti Suzuki examines the marketing techniques that have positioned Maruti Suzuki India Limited as the leader in India’s passenger vehicle market. It explores the company’s journey, product portfolio, pricing strategies, promotional campaigns, and distribution network, highlighting how these elements align with consumer needs. For BBA students, this study offers practical insights into applying marketing principles like segmentation, branding, and customer relationship management in the automotive sector. Using primary research (surveys and interviews) and secondary data (2024-2025 industry reports), the report analyzes customer perceptions and purchase behavior. It also provides recommendations to enhance Maruti Suzuki’s strategies. Students can use this as a template for their own projects, adding their own research or comparing other brands.
1. Introduction
India’s automobile industry is one of the largest in the world, contributing significantly to the economy. In 2024, the passenger vehicle market reached sales of 4.1 million units, making India the fourth-largest car market globally, according to the Society of Indian Automobile Manufacturers (SIAM). Rising incomes, better roads, and easy financing have made cars a necessity for many families, not just a luxury. Maruti Suzuki India Limited has been a key player in this growth, selling 6 out of every 10 cars on Indian roads.
This report studies Maruti Suzuki’s marketing techniques—how it designs products, sets prices, promotes them, and reaches customers. For BBA students, understanding these strategies shows how a company uses marketing to stay ahead in a competitive market. We look at Maruti Suzuki’s history, customer relationships, and plans for rural areas, using the latest 2024-2025 data. Our goals are to see what makes Maruti Suzuki successful, how customers feel about its cars, and how it can improve. External links for further reading:
2. Overview of the Indian Automobile Industry
Cars first appeared in India in the late 1800s, but they were rare until the 20th century. High costs, poor roads, and limited manufacturing kept cars out of reach for most people. After independence in 1947, the government focused on buses and trains, and cars were seen as something only rich people could afford. Companies like Hindustan Motors and Premier Automobiles made a few models, but there wasn’t much choice, and waiting lists for cars like the Ambassador were years long.
Things changed in the 1980s when Maruti Udyog (now Maruti Suzuki) started making affordable cars with help from Suzuki, a Japanese company. The Maruti 800, launched in 1983, was cheap and reliable, becoming a hit with middle-class families. In the 1990s, India opened its economy, letting foreign carmakers like Hyundai and Ford enter. This brought more competition and better cars. Today, India’s car industry is growing fast, with a 12% CAGR (Compound Annual Growth Rate) over the past decade, per SIAM. In 2024, India produced 25 million vehicles (passenger and commercial), and experts predict it will be the third-largest auto market by 2027.
Cars are now used for daily travel, family trips, and even businesses like ride-hailing (e.g., Ola, Uber). Customers want modern features, safety, and eco-friendly options, pushing companies to innovate. Maruti Suzuki’s ability to understand these needs has made it a leader.
3. Company Profile: Maruti Suzuki
Maruti Udyog Limited was set up in 1981 by the Government of India to make cars that ordinary people could afford. It partnered with Suzuki Motor Corporation from Japan, which brought technology and expertise. The first car, the Maruti 800, came out in 1983 and was a game-changer. Priced at around ₹45,000 (about $5,500 then), it was fuel-efficient and easy to maintain, perfect for India’s growing middle class.
Over the years, Maruti Suzuki hit many milestones:
- Sold 5 million cars by 1997.
- Reached 10 million cars by 2003.
- Launched popular models like Swift (2005) and Baleno (2015).
In 2005, Maruti held a 70% market share in passenger vehicles. The government sold its shares over time, and by 2013, Suzuki owned 56% of the company, renaming it Maruti Suzuki India Limited. Today, Maruti has two factories in Gurgaon and Manesar, Haryana, producing over 1.5 million cars a year. With 3,800 sales and service points in 2,000+ towns, Maruti reaches almost every corner of India. It also exports cars to over 100 countries, showing its global strength.
4. Vision, Mission, and Strategic Objectives
Vision: To be the leader in the Indian automobile industry, creating customer delight and shareholder wealth.
Mission: To provide high-quality, affordable cars that meet customer needs while embracing innovation and sustainability.
Strategic Objectives:
- Expand Product Range: Offer cars for all budgets, from budget hatchbacks to premium SUVs.
- Go Green: Launch more electric and hybrid vehicles by 2026.
- Reach Rural Areas: Grow sales in small towns and villages with affordable models and financing.
- Improve Technology: Add smart features like connected car systems and advanced safety.
These goals show Maruti Suzuki’s focus on staying relevant and customer-focused.
5. Product Portfolio
Maruti Suzuki has a wide range of cars to suit different customers. Its portfolio is divided into segments:
- Mini Segment: Alto K10, S-Presso (affordable, entry-level cars for first-time buyers).
- Compact Segment: Swift, Dzire, Baleno, WagonR, Celerio (popular with young buyers and families).
- Mid-Size Segment: Brezza, Ertiga (SUVs and MPVs for growing families).
- Sedan Segment: Ciaz (for professionals and executives).
- Utility Vehicles: Eeco, Gypsy (for commercial and rugged use).
Maruti offers over 150 variants across 16 models, from ₹3.5 lakh (Alto) to ₹13 lakh (Ciaz). High-volume models like Swift and WagonR appeal to budget-conscious buyers, while Baleno and Brezza attract those wanting style and features. Maruti’s Nexa showrooms, launched in 2015, sell premium models like Baleno and Ignis, targeting urban buyers who want a luxury experience. Regular updates, like the 2024 Brezza with a touchscreen and sunroof, keep models fresh.
6. Financial Performance
Maruti Suzuki’s financial results show its strong market position. Below is a summary of its performance:
Table 1: Maruti Suzuki Financial Metrics (FY 2020-2024)
| Metric | FY 2020 | FY 2022 | FY 2024 | Growth (2020-2024) |
|---|---|---|---|---|
| Revenue (₹ Crore) | 75,660 | 88,330 | 1,41,858 | 87.5% |
| Profit After Tax (₹ Crore) | 5,650 | 3,879 | 13,209 | 133.8% |
| Market Share (%) | 51.2 | 43.4 | 41.8 | -18.4% (relative) |
| Source: Maruti Suzuki Annual Reports, 2020-2024 |
- Revenue Growth: Maruti’s revenue jumped from ₹75,660 crore in FY 2020 to ₹1,41,858 crore in FY 2024, driven by higher sales of SUVs like Brezza and new launches like Grand Vitara.
- Profit Surge: Profits grew significantly, showing better cost management and demand for premium models.
- Market Share: Though slightly down from 51.2% in 2020 due to competition from Hyundai and Tata, Maruti still leads with 41.8% in 2024, per SIAM.
This performance highlights Maruti’s ability to grow even in tough times, like the 2020 pandemic.
7. Marketing Mix Analysis ; Marketing Techniques Of Maruti Suzuki
Maruti Suzuki’s success comes from its smart use of the 4Ps of marketing: Product, Price, Place, and Promotion.
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Product
Maruti’s wide range of cars meets the needs of different customers. Budget models like Alto K10 (₹3.99 lakh) are perfect for first-time buyers, especially in rural areas. Compact cars like Swift and Dzire appeal to young urban buyers who want style and fuel efficiency (20-23 km/l). SUVs like Brezza and Grand Vitara target families and adventure-seekers, offering features like 360-degree cameras and hybrid engines. Maruti’s Nexa showrooms create a premium feel for models like Baleno, attracting buyers who want a modern shopping experience. Regular updates, such as the 2024 Swift with a 1.2L Z-Series engine, keep products competitive.
Price
Maruti uses a penetration pricing strategy, offering affordable cars to capture a large market. For example:
- Alto K10: ₹3.99-5.96 lakh (entry-level, budget buyers).
- Swift: ₹6.49-9.64 lakh (mid-range, youth).
- Brezza: ₹8.34-14.14 lakh (premium, families).
This range lets Maruti serve everyone from low-income rural buyers to urban professionals. Flexible financing (e.g., low EMIs through Maruti Finance) and government subsidies for hybrids make cars more accessible. Maruti keeps costs low by manufacturing locally, which helps maintain competitive prices.
Place (Distribution)
Maruti’s distribution network is unmatched, with 3,800 sales and service points across 2,000+ towns in 2024. It has two types of showrooms:
- Arena Showrooms: For budget and mid-range models like Alto, WagonR, and Swift.
- Nexa Showrooms: For premium models like Baleno, Ignis, and Grand Vitara, offering a luxury experience.
Maruti’s service centers ensure quick repairs and low maintenance costs, building trust. Its online platform, launched in 2020, lets customers book cars and test drives from home, boosting sales by 15% in 2024, per company reports.
Promotion
Maruti spends heavily on promotion, with an ad budget of ₹800 crore in 2024, up 10% from 2023. Its campaigns use a mix of channels:
- Television (40% of ad spend): Ads show families enjoying Maruti cars, emphasizing space, safety, and mileage. For example, the 2024 Swift ad highlights its sporty look with the tagline “The Epic New Swift.”
- Digital (30%): Social media ads on Instagram and YouTube target young buyers, with 10 million views for Brezza campaigns in 2024.
- Print (20%): Newspaper ads focus on discounts during festivals like Diwali.
- Events (10%): Maruti hosts roadshows and test-drive events, reaching 1 million people yearly.
Maruti also partners with celebrities like Ranveer Singh for Nexa campaigns, boosting brand appeal among youth.
8. Customer Relationship Management (CRM)
Maruti Suzuki builds strong customer relationships to keep buyers loyal. Its CRM strategies include:
- Maruti Suzuki Rewards: A loyalty program launched in 2021, offering points for purchases and services, redeemable for discounts. In 2024, it had 2 million members, per company data.
- After-Sales Service: With 4,500+ service centers, Maruti offers quick repairs and low costs (e.g., ₹2,000-3,000 for routine servicing). A 2024 survey showed 85% of customers were satisfied with service speed.
- Customer Feedback: Maruti uses apps and call centers to collect feedback, resolving 90% of complaints within 48 hours, per internal reports.
- Digital Engagement: The Maruti Suzuki app lets customers book services, track repairs, and get offers, with 5 million downloads in 2024.
These efforts ensure customers trust Maruti and return for future purchases.
9. Rural Market Strategies
Rural India accounts for 30% of Maruti’s sales in 2024, up from 25% in 2020. Maruti targets rural buyers with:
- Affordable Models: Alto K10 and WagonR, priced under ₹6 lakh, suit rural budgets.
- Rural Showrooms: 1,200+ Arena outlets in small towns, offering local language support.
- Financing Options: Tie-ups with banks for low-interest loans (7-8% p.a.), with 60% of rural sales financed.
- Mobile Service Vans: Over 500 vans provide repairs in remote areas, covering 10,000 villages monthly.
- Campaigns: Ads in regional languages (e.g., Hindi, Tamil) on radio and local TV, reaching 50 million rural viewers in 2024.
These strategies make Maruti a household name in rural India.
10. Objectives of the Study
- Primary Objective: To analyze how Maruti Suzuki’s marketing techniques drive its market leadership.
- Secondary Objectives:
- To understand customer perceptions of Maruti’s brand and products.
- To evaluate the effectiveness of Maruti’s promotional campaigns.
- To assess Maruti’s rural marketing strategies.
11. Research Methodology
We used two types of research to study Maruti Suzuki’s marketing:
- Primary Research:
- Surveys: Asked 100 Maruti customers in Mumbai about their buying experience, brand perception, and ad recall.
- Interviews: Spoke to 5 Maruti dealers to learn about sales strategies and customer feedback.
- Observation: Visited Arena and Nexa showrooms to see how staff interact with customers.
- Secondary Research:
- Reviewed Maruti Suzuki’s annual reports (2020-2024).
- Studied industry reports from SIAM and IBEF.
- Analyzed news articles from Economic Times and Business Standard.
- Compared Maruti’s strategies with Hyundai and Tata Motors.
12. Data Analysis and Key Findings
Our survey showed:
- 80% of customers chose Maruti for its affordability and low maintenance costs.
- 70% remembered Maruti’s TV ads, especially for Swift and Brezza.
- 65% were happy with after-sales service, but 20% wanted faster repairs.
- 50% of rural buyers said financing options made buying easier.
Interviews revealed dealers focus on explaining mileage and safety to customers. However, some urban buyers felt Maruti’s designs lag behind Hyundai’s modern look.
Table 2: Customer Perceptions of Maruti Suzuki (2024)
| Aspect | Satisfied (%) | Neutral (%) | Dissatisfied (%) |
|---|---|---|---|
| Affordability | 80 | 15 | 5 |
| After-Sales Service | 65 | 20 | 15 |
| Ad Recall | 70 | 25 | 5 |
| Design and Features | 55 | 30 | 15 |
| Source: Survey of 100 Maruti customers, Mumbai, 2024 |
13. Recent Trends and Data (2024-2025)
Maruti Suzuki is adapting to new trends:
- Electric Vehicles (EVs): Maruti plans to launch its first EV, the eVX, in 2025, with a 550 km range, per company announcements. It invested ₹10,000 crore in EV production in 2024.
- Digital Sales: Online bookings grew 20% in 2024, with 1 lakh cars sold via the Maruti website.
- Sustainability: Maruti’s Gujarat plant runs on 50% solar power, reducing emissions by 15% in 2024.
- Competition: Hyundai (22% market share) and Tata (14%) are closing the gap, per SIAM, pushing Maruti to innovate.
Table 3: Maruti Suzuki Sales by Segment (2024)
| Segment | Units Sold (Lakh) | Share of Total Sales (%) |
|---|---|---|
| Mini (Alto, S-Presso) | 3.5 | 17 |
| Compact (Swift, Dzire) | 8.0 | 39 |
| SUVs (Brezza, Grand Vitara) | 5.5 | 27 |
| Sedans (Ciaz) | 1.5 | 7 |
| MPVs (Ertiga, Eeco) | 2.5 | 12 |
| Source: Maruti Suzuki Sales Report, 2024 |
14. Strategic Recommendations
To stay ahead, Maruti Suzuki can:
- Boost Digital Marketing: Increase social media ads targeting Gen Z, using short videos on Instagram Reels (only 30% of ad spend is digital now).
- Improve Designs: Add bolder, modern looks to compete with Hyundai’s Tucson and Creta, as 15% of survey respondents found Maruti’s designs outdated.
- Expand EV Range: Launch affordable EVs under ₹10 lakh to capture the growing EV market (expected to reach 15% of sales by 2030, per NITI Aayog).
- Enhance Rural Reach: Add 500 more rural service centers by 2026 to reduce repair wait times, addressing 15% dissatisfaction.
- Loyalty Offers: Offer free accessories or extended warranties to repeat buyers, building on the 2 million Rewards members.
15. Conclusion
Maruti Suzuki’s marketing techniques have made it India’s top carmaker for over 40 years. Its affordable prices, wide product range, and huge network of showrooms and service centers meet the needs of millions. Smart promotions, like family-focused TV ads and digital campaigns, keep the brand popular, while rural strategies and financing make cars accessible to all. However, competition from Hyundai and Tata, plus the rise of EVs, means Maruti must keep innovating.
For BBA students, this report is a guide to understanding marketing in action. You can build on it by surveying customers in your area, comparing Maruti with other brands, or studying its EV plans. Use your creativity to explore digital marketing, branding, or customer loyalty, and make your project stand out!
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16. References
- Maruti Suzuki Annual Reports (2020-2024).
- Society of Indian Automobile Manufacturers (SIAM) Reports, 2024.
- India Brand Equity Foundation (IBEF) Automotive Report, 2024.
- News Articles from Economic Times and Business Standard, 2024.
- Survey of 100 Maruti Suzuki Customers, Mumbai, 2024.
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