Nexa: Marketing Perspective

Get insights into the marketing strategy of Maruti Nexa through its Portfolio, Marketing Activities, competitors, STP, Value Chain, and SWOT Analysis. We have also given some suggestions with proof of a customer survey that we had conducted in the process of preparing this report.

1. Marketing project on Maruti NEXA By: poorvi , prerana , radha , riddhima , riya , samyak ,

2. The Indian automobile sector is one of its most vibrant industries. The industry accounts for 22 per cent of the country's manufacturing gross domestic product (GDP). It comprises passenger cars, two-wheelers, three-wheelers and commercial vehicles and is currently the seventh-largest in the world with an average annual production of 17.5 million vehicles, of which 2.3 million are exported. The Indian auto market has the potential to dominate the global auto industry, provided a conducive environment is created for potential innovators to come up with new pilot projects. INTRODUCTION OF AUTOMOBILE INDUSTRY

3. MARUTI NEXA Nexa is a retail network from Maruti Suzuki that caters the high end customers who have gone beyond their first cars and are now looking for an experience. It offers a high level of satisfaction and is based on the principles of exclusivity, pampering and listening to the customer. Nor a well travelled consumer who is digitally savvy, updated and seeks a world class experience while buying a car. 

4. PRODUCT PORTFOLIO

5. ATL (ABOVE THE LINE) Activities ADVERTISING IN NEWSPAPERS (Rs 8-10 lakh per ad) TV COMMERCIALS (Rs 25 Lakh) ADVERTISING ON RADIO (Rs 15 Lakh)

6. BTL (BELOW THE LINE) ACTIVITIES EVENTS IN SHOPPING MALLS (RS 5-7 LAKH PER EVENT) EVENTS ON VARIOUS GROUNDS (RS 5-7 LAKH PER EVENT) FLOAT ADVERTISMENT (RS 5-7 LAKH PER EVENT)

7. DIGITAL PROMOTION HYPERLOCAL MARKETING ADS ON YOUTUBE MARKETING ON SOCIAL MEDIA

8. COMPETITORS Five Forces Product Range Production Capacity Market Share Sales Type of competitor Competitors 2016 2020 2016 2020 Maruti 4.5-13 lakhs 17.5 lakh units 47.38% 53.30% 1,17,908 1,08,064 Market leader Hyundai 5-16 lakhs 7.1 lakh units 17.90% 15.69% 5,09,707 21,320 Market challenger Honda 10-25 lakhs 2.8 lakh units 5.30% 2.87% 9,954 7,510 Market follower Mahindra 9-10 lakhs 15,000 units 8.20% 4.36% 30,852 25,678 Niche player

9. STP refers to Segmentation, Target and Positioning. In segmentation and target there are 4 parts - Demographic – In terms of Segmentation : a) Family size b) Income In terms of Target – for Baleno , it is more focused on younger population with high income group. Psychographic – In terms of Segmentation : It can be categorized into Thinkers, Achievers and Experiencers based on the inspirational level. In terms of Target – Achievers and Experiencers would be the target based on Psychographic segmentation. STP

10. Behavioural – In terms of Segmentation : It can be categorized into Enthusiasts and Traditionalists based on the needs and benefits that consumer feels are valuable. In terms of Target – Baleno is based on new experiences that it has to offer thus enthusiasts are the segment which is the target for Baleno . Geographical – a) Country wise reach b) For urban and semi urban areas Positioning –

11. VALUE CHAIN

12. STRENGTH High product quality IT structure Financial position WEAKNESS Poor waste mgmt. system Slow Decision making OPPORTUNITIES Inc. Cons. disposable income Reduction in interest rate Emergence of digital era THREATS Increasing competitors Shortage of skill labor SWOT ANALYSIS

13. SURVEY REPORT First thought in mind about Nexa Favorite Nexa car Nexa advertisement

14. Best Features of Nexa Attractive looks Buying experience Comfortable seating Elite showroom Interior is good Luxury Premium service Design Suggestion for changes A wider range of products All cars should have petrol as well as diesel variant Delivery time More availability of showrooms