Case Code : CLMM096
Publication date : 2011
Subject : Marketing Management
Industry : -
Length : 06 Pages
Short Case Study Price: INR 100;
This caselet discusses the Indian automobile giant Maruti Suzuki India Limited's (MSIL) strategy behind the launch of its brand, the Kizashi, in the premium segment. It also goes into the reasons behind the less than enthusiastic response from customers for the Kizashi and where MSIL may have faltered with regard to its positioning strategy for the Kizashi. What future course of action should MSIL take to redeem the Kizashi?
Questions for Discussion:
1. Critically analyze the logic behind MSIL's foray into the premium segment of the car market.
2. Discuss the reasons for the subdued customer response to the Kizashi.
3. What is the future course of action that MSIL should take with regard to the Kizashi?
Positioning, brand image, luxury, premium, Maruti, Maruti Suzuki, Kizashi, Kitna Deti Hai
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