Maruti Suzuki's Advertising Strategies

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Case Details:

Case Code : MKTG230
Case Length : 15 Pages
Period : 2001-2009
Pub Date : 2009
Teaching Note :Not Available
Organization : Maruti Suzuki
Industry : Automobile
Countries : India

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Introduction Contd...

The ad campaign including the TV commercial was developed by Capital Advertising and also included print ads, outdoor campaigns, and internet ads (Refer Exhibit I for a Print Ad of Maruti's K Series Engine).

Maruti was founded in 1981. The company has been the market leader in the passenger car industry in India. The liberalization of the Indian economy in 1991 allowed the entry of foreign automobile companies in the Indian passenger car market from the mid 1990s. To prevent the erosion of its market share by competitors, the company started a restructuring exercise in 2001. Along with restructuring, Maruti also adopted a new marketing strategy to help maintain its position as market leader.

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

New products were launched with great fanfare to build the brand image of the company. Advertising campaigns included TVCs, print and radio ads, outdoor promotions, point of sale and mobile promotions. The company also organized different promotional events to attract prospective consumers. Maruti also offered special schemes for specific professional and income groups.

Maruti's advertising strategy focused both on promoting its cars and on building up its corporate image. Maruti's campaigns emphasized different aspects of its cars, including fuel efficiency, space, looks, etc. It also advertised its widespread network and services. The ad campaign for the 'K' series engine was the first time that Maruti was advertising specifically a technological innovation that it had pioneered.

This change in advertising strategy was probably because the company had decided to put the new 'K' series engines into all its existing and new products. To begin with, Maruti had the 'K' series engine only in its two new cars, A-Star and Ritz, and it had also announced that it would incorporate the new engine in the Zen Estilo...

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