Essay About Ez Drive And Maruti Celerio Amt

Market Analysis of Maruti Celerio
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Market Analysis of Maruti CelerioVISHAL – 14P179Sirisha – 14P170Satyam – 14P165Samarpan -14P153Goyam – 14P139Anil – 14P126Count on us..Maruti Udyog Limited was established in February 1981Government owned 74% of the company and rest was owned by Suzuki of Japan until 2007At present, Suzuki Motor Corporation is the parent company with a majority stake of 56.8%Few of the cars which Maruti Suzuki India manufactures are        Omni        Alto        Swift        Celerio        DzireCelerio AMTLaunched in February 2014 replacing A-star and Zen EstiloCaptured the market immediately which resulted in long waiting periodsUSP of the cost effective offering of an innovative technology of automatic manual transmissionPromises the comfort of automatic coupled with the sportiness associated with manual carsPurpose & Objective of ProjectTo explore the phenomenal success of a new technological offeringTo understand the challenges that were, are, and will be  To demonstrate the cost-to-value sensitivity of the Indian customerTo understand the changing preferences of the customerTo speculate the further opportunities of the productTo study the impact of the product on the market and expected response from competing OEMsSignificance of ProjectThis product offers a study on core marketing concepts and applications like:        Pricing Strategy        Value for money        Positioning Strategy        Promotions and Advertisement        Satisfying the needs of customersSWOT AnalysisScanning the External EnvironmentCompetition AnalysisPorters Five Forces ModelPrimary & Secondary ResearchMain focus was on opinions and preferencesAfter basic questions on demographics, rating for different features like Mileage, Durability,  Ease of Drive was takenAim of ratings, was to gauge how important mentioned features are, in comparison to others, while thinking of purchasing a car  Reasons for preference of MT over AT, by general public, were askedSurvey was floated on email & popular social networking site, FacebookThrough the survey, various insights were found which helped in understanding consumers betterThrough secondary research, a better understanding of market and competitors developedMarket ResearchDemographics of survey population:Survey population comprised 84% males and 16% females Survey comprised of:  68% people from Tier-1 cities (Delhi, Mumbai etc.)  17% people from Tier-2 cities (Pune, Surat etc.)   15% from Tier-3 cities (Ambala, Erode etc.). Decision making process of the consumerCustomer mindsetConsumer preferencesSegmentingIdentification of need- People need a compact car which is easy to drive, is high on mileage, but is available at a lower cost.Segmentation-SegmentingTargetingPositioningProduct- EZ drive – with the new Automated manual transmission that eliminates the hassle of shifting gears. Targeted at people of urban and metropolitan areas who daily get stuck up in heavy traffics and at people who are mileage consciousEZ technology – with the improved K-Next engine that provides better torque delivery, fuel efficiency and faster throttle response (drive by wire). Targeted at people who are more concerned about the driveability of the car (generally sport oriented people) and also at people who are mileage conscious (families with annual income in the range of 4 to 8 lacs)EZ Style – New design theme of Curve In Curve Out (CICO) styling in Celerio. Targeted at families as well as young people whose first criteria to buy a car is aesthetics, generally people in the age group of 20 to 40 EZ Space – The Xpan design of Maruti Celerio has maximised space and comfort within the car. This is targeted at small families of size four or five who want to travel comfortably, leisure travellers, daily long distance commuters and old aged peoplePrice and Maintenance – The Maruti Celerio AMT gives the customer an automatic drive feel but at a lower initial cost and maintenance. This is targeted at people who want economical, innovative and reliable product. POP/PODPOPSame ex-showroom price rangeIn-line geometry of engines, braking and suspension mechanismsSub 4 metre hatchbacks with 2 row seatingPODOnly AMT offering in IndiaBest in class mileage: comparable to manual transmissionCost effective: Automatic offering at near to manual variant costPositioning2) Marketing-Advertisement directly highlights the difficulties faced by a regular commuter in an urban city. It highlights how Celerio’s AMT model solves the daily hassle of frequently changing gears in traffic.  Hoardings and Printed advertisements highlight the key features namely EZ Drive, EZ Technology, EZ Style, EZ Space, EZ Gizmos.YouTube channel has short feature based videos, review videos and advertisement.Attractive Product Website highlighting all the relevant information.Poster highlighting PositioningSuggestions & ForesightsProduct-Improvement in exterior designReduction in waiting periodCNG variant of Celerio AMTKeeping a watch on competitors like Tata, Mahindra, Nissan, etc who are ready with their AMT models2)Marketing-Awareness DrivesMarket ExpansionCapturing Digital SpaceCatering to emerging segmentLimitations & Future ResearchLimitations-CNG variant of Celerio AMTSupply of AMT gearboxes from Magnetti MarelliFuture Research-Re-designing the engine room to enable the packaging of Celerio AMT CNG modelContinuous research is required in the area of Fuel Economy improvement in order to meet the requirements of the Corporate Average Fuel Consumption Rules and Rating systemConformance to crash testing standards also needs to be tested to meet the crash testing norms which are going to be enforced by the government in the near future. Conclusion & ImplicationsEase of driveability, mileage and price needsMarket segments based on geographic, demographics, psychographics and behavioural aspects.‘EZ’ banner: EZ Drive, EZ Space, EZ technology etc.Re-strategizing in order to ramp up production levelsRoll-outs based on the AMT platform planned out from competitorsOverall, Maruti Celerio has managed to build upon the competitive advantage (first mover   advantage), and gain significant market shares.That’s all folksQ