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Maruti Suzuki Kizashi : Segmentation

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Maruti Suzuki Kizashi : Segmentation

  1. 1. SEGMENTATIONSEGMENTATION Section C,Group 8 Gunjan Garg Megha Agrawal Kartikeya Sharma Shaurya Vikram SIngh Shreyans Golchha
  2. 2. KIZASHI LAUNCH• Kizashi is Japanese for something great is coming• First unveiled in concept form at the 2007 Frankfurt Motor Show• Was launched in India on 2nd Feb 2011 as Maruti Suzuki Kizashi
  3. 3. SEGMENTATION Identify the target market• To make clear who all should be targeted• Targets who have something in common• Being the first step will decide on the market strategies and promotional schemes
  4. 4. • Maruti has identified the segment based on the income groups• Lower Income Group - Maruti 800, Alto• Middle Income Group - Wagon R, Swift, Swift Dzire, Ritz• High Income Group - Maruti Suzuki Kizashi, Suzuki Grand Vitara
  5. 5. Price tag : 16.50 - 17.50 lakhs High income group (monthly income > 2 lakhs)
  6. 6. Expectations of the Target• essential to find out the needs of the target audience• who love luxury, comfort and additional features of the cars• Individuals who are image and status conscious
  7. 7. What offers…• Interiors: Interior fit and finish will impress, especially if youve ever seen the inside of another Suzuki.• 2.4 liter DOHC petrol engine that will generate the power of 178 PS at 6500 rpm and 230 Nm of torque at 4000 rpm with its 4 cylinder and 16 valve• Sporty look to this sedan• Some advance features like ESP, cruise control, Anti-lock braking system and EBD• stands at the Top when it comes to luxury with its family cars
  8. 8. Create sub groups• Create subgroups within groups for effective results• Maruti created sub-groups by offering 2 variants : – Maruti Suzuki Kizashi CVT (automatic, 17,5 lakhs) – Maruti Suzuki Kizashi MT (manual, 16.5 lakhs)
  9. 9. Naming the Segment• psycho graphically selected the A1, A2, B1,B2 socio economic classification
  10. 10. Marketing strategy for the segment• Hype creation -> Concept Kizashi 1 Concept Kizashi 2 Concept Kizashi 3
  11. 11. Estimating the size of the market• In this case, dictated by the income of the consumers
  12. 12. References• www.marutisuzuki.com• www.autocarindia.com• www.zigwheels.com• economictimes.indiatimes.com• www.google.com• www.autoxpo.in• www.wikipedia.com
  13. 13. Thank You