In fact, it started with the launch of A-star in November 2008, when the company used the digital space in a big way to create buzz in the market and continued its efforts with the launch of the Ritz, which also witnessed a launch of a micro site marutisuzukiritz.com to generate excitement in the market. “Maruti Suzuki targets youth in a big way and we realized that to stay close to them, digital media is the optimal choice,” explains Srivastava. The company also has a dedicated team tracking down the action across the digital space i.e. blogs about Maruti Suzuki and the general feedbacks of the consumers. However, as Srivastava states, it was indeed some task to convince the top management, the need to take the digital route.
Apart from digital initiatives, the company has also made efforts to improve on its retail experience front. For the uninitiated, Maruti Suzuki which today has around 800 dealerships in the country, was selling its vehicles through 55 dealerships till 1995. The Indian consumers had a mindset that Maruti outlets always have a long waiting list and that its showrooms are only made for documentation purposes. “Today, the retail experience of a person visiting a Maruti Suzuki dealership is entirely different to what it was five years ago,” adds Srivastava. The company has also changed its advertising strategy in a big way in the past five years. Then let it be the successful no-brand ambassador strategy or the use of more bright colours and added glamour in the TVCs and the print campaigns, the company has surely connected with the youth of the country in the right way.
There is no denying that the DNA of the company is still the same of a small, fuel-efficient carmaker, but has it done enough to ensure that its ‘easy service quality’ has not been lost in its quest to become the new-gen carmaker? “It was a change that the company anticipated much before and hence we increased the network of workshops and the company today services around a million vehicles per month,” defends Srivastava. The company has surely made the right changes at the right time to stay at the top spot in the industry and with the perfect blend of Suzuki’s technology and the perfect know-how of the Indian market, Maruti is in no mood to leave either of the two #1 spots - the market leadership and the tag of the most valuable brand in the Indian automotive industry.
For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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Apart from digital initiatives, the company has also made efforts to improve on its retail experience front. For the uninitiated, Maruti Suzuki which today has around 800 dealerships in the country, was selling its vehicles through 55 dealerships till 1995. The Indian consumers had a mindset that Maruti outlets always have a long waiting list and that its showrooms are only made for documentation purposes. “Today, the retail experience of a person visiting a Maruti Suzuki dealership is entirely different to what it was five years ago,” adds Srivastava. The company has also changed its advertising strategy in a big way in the past five years. Then let it be the successful no-brand ambassador strategy or the use of more bright colours and added glamour in the TVCs and the print campaigns, the company has surely connected with the youth of the country in the right way.
There is no denying that the DNA of the company is still the same of a small, fuel-efficient carmaker, but has it done enough to ensure that its ‘easy service quality’ has not been lost in its quest to become the new-gen carmaker? “It was a change that the company anticipated much before and hence we increased the network of workshops and the company today services around a million vehicles per month,” defends Srivastava. The company has surely made the right changes at the right time to stay at the top spot in the industry and with the perfect blend of Suzuki’s technology and the perfect know-how of the Indian market, Maruti is in no mood to leave either of the two #1 spots - the market leadership and the tag of the most valuable brand in the Indian automotive industry.
For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
For More IIPM Info, Visit below mentioned IIPM articles.
The Sunday Indian:- B-SCHOOL RANKING SCAMSTERS EXPOSED!For Exclusive Footage by Sunday Indian Click Here
Outlook Magazine Money editor quits, citing interference
Don't trust the Indian Media!
IIPM ISBE Programmes
Follow Arindam Chaudhuri on Twitter
IIPM B School on Twitter
Management guru Arindam Chaudhuri’s latest blockbuster book, Discover The Diamond In You
IIPM 3-year full-time Integrated (MBA BBA) Programme
IIPM 2-year full time Programme (leading to the award of the MBA degree from IMI)
B-schools expect higher rate of campus placements this year
Arindam Chaudhuri (IIPM Dean) – ‘Every human being is a diamond’
IIPM Best B School – EVENTS
IIPM conceptualized the grand final of Dare ‘10 — the most prestigious of international B-school student quizzes
