Marketing at Maruti

Down at BS Surinder kapur talks about innovation and Marketing and highlights how Marketing at Maruti has allowed it to grow forward and illustrates it with examples of marketing cars beyond the typical urban market.It seems that Maruti has been segmenting the market at various levels and making micro level efforts .He illustrates his point with couple of examples of rural marketing by Maruti

Year after year, Maruti has come up with innovative schemes that have helped it increase marketshare. For instance, its “Wheels of India” scheme, targeted at state government employees across all states, led to sales of over 5,000 units.
A special scheme, “Ghar ghar mein Maruti: Mera sapna meri Maruti”, targeted at Panchayat members, who enjoy influential and respected positions in rural society, helped increase sales by another 16,600 units.

It seems that key to success of Maruti is its successful segmentation of the Indian market and then offering them tailormade targeted special schemes no wonder it has still more than 50% of the Indian marketshare despite stiff competition

The company has focused on specific customer segments, offering them special treatment and in the process capturing the market. Innovative schemes such “Steel wheels” for the steel industry, “1st class offer” for employees of the Indian Railways, the “Teacher plus” scheme for school teachers, schemes for power sector employees and students graduating from B-schools are all examples of innovative marketing.

via BS