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Turnaround of BPCL: A Case Study

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ASSIGNMENT
ON
CASE STUDY WRITING
(Under The Guidance Of
Mr. Soumyabrata Datta
&
Mr. Rajarshi Singh)
SUBMITTED TO SUBMITTED BY
Dr. D.K Garg Vipin Das
(Honourable Chairman) ENR NO.:-BM 18020
IIMT, Greater Noida SEC.:-L (PGDBM)
Ishan Institute of Management and Technology
2, Knowledge Park –I, Greater Noida, Distt.G.B. Nagar (U.P.)
WEBSITE: www.ishanfamily.com,Email:student@ishanfamily.com

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Marketing strategies of Maruti for villagers
Most of India still hasn’t forgotten how there was a time when everyone was vying to buy the
Maruti Suzuki 800 or the Fronty as it was lovingly called. Fronty may have been bid
goodbye after its memorable run spanning a couple of decades, but Maruti Suzuki hasn’t stopped
churning super hit set of wheels from Alto to Swift to Omni to Zen to Gypsy to Estilo to
Wagon R to Ritz and now the newly launched LUV Ertiga. With a continuous churn out of
successful car models suiting Indian families, Indian roads and Indian sensibilities, Maruti has
also stuck to its Indian roots when it comes to marketing promotions.
The rural market share of Maruti increased from 3.5 percent of total sales five years ago to 26
percent in 2012. Alto clinched 36 percent of rural sales in 2011, Omni hit 13.6 percent and the
Wagon R accounted for 12 percent rural sales. So what magic has Maruti been yielding on the
farmer clan of India and how? Let’s find out.
Maruti’s rural connection since 2008-09
In 2009, Shashank Srivastava, Chief General Manager, Marketing told Hindu Business
Line states that Maruti Suzuki started paying more attention to rural markets after the economic
meltdown when they realized that the recession had affected bigger cities badly. At that time,
the ‘Ghar Ghar Mein Maruti’ and‘Mera Sapna Meri Maruti’ campaigns were already afloat to
target the rural segment.
Additionally, 3000 local villagers who were well versed with rural languages and behaviors were
nominated as resident dealer sales executives of Maruti Suzuki, whose main job was to promote
sales in their respective villages. They were further supported by over 186 extension counters.
Maruti has gone the extra mile by taking villagers for factory visits, conducting detailed profiling
of the villagers, their consumption patterns and their choices and capturing the attention of
decision makers of the village likeSarpanch. From regular rural sporting events to sales fairs
(Grameen Mahotsavs) to sms campaign for Gram Panchayat Members, Maruti Suzuki has done
it all.
So, what’s the latest strategy up Maruti’s sleeve to lure its agrarian customers?
Video on Wheels
Off late, Maruti has been organizing road showswith film screenings. This is much like a
travelling cinema that rural india is already quite familiar and fascinated with. The only
difference being that the film is not set up in a tent, but inside a TATA truck fitted a Samsung
LCD TV, an air conditioner and reclining seats. The film strikes a chord with the villagers
because it tells a simple story of an average villager who buys a Wagon R after being persuaded
by a friend who also bought a Wagon R.
The film has names that real villagers can relate to – Hari Prasad, Bimla and Duggal Ji. The host
conducting the proceedings inside the truck too carries forth the experience of entertainment by
mimicking Hindi film celebrities. And villagers are not allowed to leave without a brand recall
mechanism. The host conducts a quiz based on the film shown and gives winners Maruti Suzuki
memorabilia like caps, pens and wall clocks.
Win-Win for Maruti
Maruti has been taking advantage of a combination of change factors that rural India is
witnessing. Credit finance and banking facilities are more accessible to villagers, word of

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ASSIGNMENT ON CASE STUDY WRITING (Under The Guidance Of Mr. Soumyabrata Datta & Mr. Rajarshi Singh) SUBMITTED TO SUBMITTED BY Dr. D.K Garg Vipin Das (Honourable Chairman) ENR NO.:-BM 18020 IIMT, Greater Noida SEC.:-L (PGDBM) Ishan Institute of Management and Technology 2, Knowledge Park -I, Greater Noida, Distt.G.B. Nagar (U.P.) WEBSITE: www.ishanfamily.com,Email:student@ishanfamily.com Marketing strategies of Maruti for villagers Most of India still hasn't forgotten how there was a time when everyone was vying to buy the Maruti Suzuki 800 or the Fronty as it was lovingly called.?Fronty may have been bid goodbye?after its memorable run spanning a couple of decades, but Maruti Suzuki hasn't stopped churning super hit set of wheels - from Alto to Swift to Omni to Zen to Gypsy to Estilo to Wagon R to Ritz and now the?newly launched LUV Ertiga. With a continuous churn out of successful car models suiting Indian families, Indian roads and Indian sensibilities, Maruti has also stuck to its Indian roots when it comes to marketing promotions. The rural market sh ...
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Really useful study material!

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