MARKETING MANAGEMENT PROJECT
CATEGORYCATEGORY- AUTOMOBILE
BRAND--
-
Presented Pr esented by--
Siddharth Dixit(LEADER) Uday Singh SabyaSachi S.M.Patra Ravindra Nayek Rejoy K Pranab R
LAUNCHED ON 17TH SEPTEMBER-2007 IN DELHI.
INTRODUCTION:Suzuki Access is the third offering in Indian two wheeler mark market et after Heat and Zeus motor motorcycles. cycles. The main thing regarding ACCESS is that, it is the most power full (125cc)scooter in india.
Launch strategy
Initally suzuki was having a bike in the market,but further they came to the conclusion that,thereis a need of vehicle, that can meet the requirement of all age group people.
After the above research , they make a strategy of investing 700 crore in Indian two wheeler market till 2010 for to cover 4% of the market.
Segment gap Formers scooters in India were not suitable for all age groups people. They had certain problems like kicking , gears , heavy weight & less powerful. Access came out with a bang fulfilling all the required features and thus satisfying all customer customer’’s expectation.
MARKET SEGMENT- TARGETED After lot of study we come to know that they segment the market in two ways…. 1}DEMOGRAPHIC - Under this they targeted young people, ladies , old people.
2] ECONOMIC – Major
part of Indian market includes average income level group of people, and because of this they targeted the average people .
PRICING STRATEGY
Chasing power of customer customer..
The competitor price
As here KINETIC SYM ( launched 1 month before the access ) is the one of the main competitor of suzuki access,thatswhy it become the priority for the access
to fix the price acording to the
KINETIC SYM
PRODUCT FEA FEATURES TURES :As We Know That, Customers Customer s Differentiate A Produc Productt According To Their Features. So, Lets Have A Look On SUZUKI ACCESS…. The Features Of SUZUKI I) POWER 125CC
II) COMFORT –
III) MILLAGE – 65 KMPL IV) STYLE –
V) SAFETY – VI) STORAGE CAPACITY VII) CENTRAL LOCKING SYSTEM VIII) RUST FREE BODY
COMMUNICA COMMUN ICATIO TION N STRA STRATEGY TEGY & POSITIONING :
Suzuki entered in indian market with these advertisment campgian…..Access.Flv campgian…..Access.Flv
Pomplet –
Positioning- they have placed this product in the mind of customer, like ---
“
SABKI WISH KARE POORI ”
Sales volume
COMPANY HAS ACHIVED ACH IVED A TARG TARGET ET OF 60000 UNIT IN 2007 & 80000 UNIT IN 2008. WHILE WHIL E THEY THEY HAVE HAVE TARGETED TO ACHIVE THE SALES LEVEL OF 120000 BY FY-09
(REFF- Mouthshut.com)
COMPARISON COMPARISO N WITH OTHERS KEY PL PLA AYERS :AS WE KN KNO OW THA HAT T , THI HIS S PROD ODUC UCT T HAVE COMPAR COMPARISO ISON N WITH WITH KEY PLAYE PLAYERS RS …….
Models ENGINE CAPACITY IGNITION
FEW COMP COMPE ETI TIT TOR ORS S . SO , HER ERE E IS SOM OME E
SUZUKI 125 CC ACCESS
HONDA 102 CC ACTIVA
KYNETIC 124 CC FLYTE
BAJAJ 95 CC CRISTAL
Self & Kick
Self & Kick
Self & Kick
Self & Kick
LENGTH & 1780 & 650 WIDTH HEIGHT(mm 1125 (mm) ) WHEEL 1250 FULE (mm) 6.4 BASE TANK PRICE 47000 CAPACITY MILLAGE 65KMPH (lt)
1765 & 715
1790 & 670
NA
1130
1100
NA
1235 6
1260 5
NA NA
45000 45KMPH
48000 50KMPH
35000 55KMPH
BRAND AWARENESS/FEEDBACK…… 10 K.S.BALACHANDAR K.S.BALACHANDAR Sep Sep 28th, 2007 at 3:10 pm 2809-2007
I was hunting for an alternative to ACTIVA HONDA which my wife owns.I faced lot of problem with Honda clutch transmission. I understand HONDA has sacrificed quality for pricing.I hope these technical & economics are taken care.I have booked anticipating a very good scooter from the house of suzuki.I am very happy.Congrats happy .Congrats for launcing the scooter to satisfy customers like me.ALL THE BEST. Bangalore
•
• 11 Atul Jain Sep 29th, 2007 at 5:28 pm
Suzuki Access is going to be a Hit. Suzuki is globally known for quality, quality, value for fo r money & customer satisfaction. I have seen the scooter. Its Superb. they have taken care of every aspect . Its a family vehicle. Has style, comfort, safety, safety, space. I want to become first customer in Gurgaon. I wish all the best for access and everybody can be confident of this product. Gurgaon
Conclusion :On the basis of consumer feedback & our personal experience, we have come to the conclusion that, suzukiaccess has created overfull demand in the mark market. et.
Reference :1)SHOWROOM 2) Wikipedia, the free encyclopedia.htm 3) Suzuki_Access_125cc_Review.htm 4)GOOGLE 5)Direct customer feedback
Thank you….
