Marketing Cars Through New Channel - Nexa

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MARUTI SUZUKI NEXA

A tough task: Examples of a mass-market brand becoming premium aren't too many

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Interesting Shifts in Automotive Industry

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Acknowledgment

Firstly, we are deeply grateful to our Professor Prashant Mishra. He gave us encouragement and guidance for this Case study. He very kindly gave us suggestions on how to write a case in a professional way. This case could not have been completed without his feedback. Thank you for what you gave us during this time.

We are greatly thankful to the teachers and professors who work in the department of

Marketing, and who have taught and helped us in the past year. Thanks for your time.

We thank our classmates, friends and family. Thank you for your support and advice at all times.

We make special thanks to Indian Institute of Management Calcutta. Thank you for a beautiful place to study. We won’t forget these years of studying and living in this fantastic place.

Regards,

Ankur Chugh – PGPEX 10/9

Vikram Ratnala – PGPEX 52/9

Contents

Interesting Shifts in Automotive Industry        

A tough task: Examples of a mass-market brand becoming premium aren't too many        

Introduction        

New Management Structure        

Maruti Suzuki Background:        

History:        

Product Variants and Industry Structure:        

Segment wise sales performance of top models for 2014-15:        

Market Trends and Key Success Factors        

CUSTOMER DECISION MAKING PROCESS        

Brand Positioning        

Existing Brand Positioning of Maruti Suzuki vs its competitors