Maruti Suzuki’s Marketing Strategy Unveiled: India’s Car Leader

Marketing Strategy of Maruti Suzuki

Maruti Suzuki was among the first in the industry to study consumer behaviour and effectively respond to it. The company primarily adopted a market segmentation policy to meet the needs and demands of different sections of society.

Segmentation, Targeting and Positioning 

Maruti Suzuki has a wide variety of models which meets every segment of the automobile market. It offers over 16 brands and about 150 variants spanning all segments which include Maruti 800, Maruti Omni, Maruti Alto, Maruti Gypsy, Maruti Wagon R, Maruti Swift, Maruti SX4, Maruti Ertiga, and Maruti Grand Vitara.

The brand has cars available for clients with an income of over 4 LPA. They cover the middle class, upper-middle-class, high class, and the affluent class which is its target customer base.

MSIL positions its 16 brands effectively by serving customers according to their specific needs and desires. From Alto and Wagon R to the premium Ertiga, everyone is covered!

Marketing Campaigns

Kitna Deti Hai?

The campaign sums up the Indian obsession with the value for money received from a product/service which in the case of auto refers to the mileage of a car. This was the advertisement video on their youtube channel with the success of 24k+ views. 

Tarakki Apki, Saath Humara

This campaign commemorates the channel’s success as a herald of growth, trust, transparency, and prosperity in meeting the customer’s business needs. The advertisement was successful on account that it helped instil in Maruti Suzuki being a trusted partner rather than a place to buy.

Monsoon Care Campaign

Through this campaign, the company offers complimentary checkups for their vehicles. Inspected by trained technicians to ensure safe monsoon driving. The advert will go a long way in showcasing the company as a responsible brand. Many customers showed interest in the offers to live a luxurious life. 

Social Media Marketing

Maruti Suzuki is very active in the social media space and has a good fan base across all major platforms like Twitter, Instagram, and Facebook. It has the highest number of followers on Facebook followed by Twitter and Instagram respectively. The marketing campaigns, brand offers, happy customer stories and many more are posted on their social media accounts. 

It has two divisions as well Maruti Suzuki Arena which focuses on the showroom experience through technology, design, and Connected Experience, and the other which is Nexa which solely focuses on the premium segment of the brand i.e Nexa models.

SEO Strategies

Maruti Suzuki has an organic keyword exceeding 30,000 which is impeccable and monthly traffic exceeding the 30 lakh mark shows the huge popularity and familiarity of the brand such that it is constantly growing with every passing calendar month. The brand has visits from other sources also i.e hyperlinks from other websites to this domain. This figure is also mind-wobbling which shows the vast outreach and visibility it enjoys. The company is well versed to make full use of SEO strategies to the best extent.  

Influencer Marketing

Maruti Suzuki signed a 2-year sponsorship deal with Ten Sports for the latter’s cricket rating property which is titled ‘Maruti Suzuki Cricket Ratings”. The company has roped in renowned Bollywood actor Ranveer Singh as its Nexa brand ambassador. It also has Varun Dhawan for Arena’s products in a move to connect with the younger audiences. 

The marketing team at MSIL also came up with a campaign #BeLimitless through collaboration with individuals who have overcome great hardships in their life journey and including the likes of Olympic and World Champion Mary Kom, Para-athlete Bhupendra Sharma, and corporate banker Vikas Dimri, who conquered Mt. Everest and the Ironman Race.

Ecommerce Strategies

The company began taking online bookings in 2017. In fact, in 2020, the company says it sold more than 2lakh cars through its online channel. Recently it introduced an end-to-end online real-time car financing program. The smart finance campaign has truly refined the modern car buying experience. The platform has addressed the issues regarding lack of proper information, lack of transparency, and lack of convenience and thereby helped stimulate sales for the company.

Mobile Application

Maruti Suzuki Rewards app refines the automotive experience for customers. It offers complete ease in getting any help or data you want for your Maruti Suzuki vehicles. With the usefulness to book arrangements at the closest Maruti Suzuki Arena or NEXA service centre, you can likewise monitor your vehicle’s Maruti Insurance strategy, deal with your compensations under the Maruti Suzuki loyalty program, screen your vehicle’s servicing schedule, and many more.

Content Marketing Strategies

The brand uses effective content marketing strategies to engage audiences by increasing their knowledge in the auto field to make rational buying decisions and thereby in the process portray the superiority and the value brought forward by MSIL cars. Multiple blogs and posts on both the company website and platforms like Twitter to educate users and show the added privilege of being their customer are showcased.

This ends our elaborative marketing strategy of Maruti Suzuki. Let us conclude our learning below from the marketing strategy of Maruti Suzuki.