A couple of
weeks ago, before our second blog was not even written, it was decided that one
of our blog will be on Maruti’s market positioning!! (to ye to hona hi tha… J )
NOTE: I just love driving CARS, but
genuinely not interested in their detailed description
29th
October, Tuesday, Bansal called me up in his cabin
with my diary and pen (something was really urgent!! This was… what I thought…)
He asked me, “ so how about writing our third blog on Maruti Suzuki?”… with a
question mark on my face, I confidently said, “Why not! Let’s go ahead.”
As usual
Bansal provided his inputs in the form of all the detailed information about
Maruti’s brand (rather I should say complete brand history of Maruti J). “Maruti was introduced in India as
people’s car, which was to compete with outdated cars present in Indian market at
that time. With Maruti 800, the first small car was launched in India in 1983.”,
he said as if he is a history teacher.
A big "Hmmm…. " was there from my side and
then there was no looking back, as Bansal explained some of the really
happening facts about Maruti’s positioning in the market.
He told me,
“ Initially, the Japanese automobile manufacturer had enjoyed the market as the
only player in the small car segment and one could see only Maruti 800 &
Omni Van on the roads in late 1980’s”. This was an interesting fact, atleast
for me, as I certainly was not aware of this. (Somewhere in my mind, I was
getting the feel of a lecture going on… Kidding!)
Go Ahead Bansal à “By, mid 1990’s Maruti Suzuki had
developed such a wide service network which no other manufaturer could match
even today. By this time other global automobile manufacturers had entered
India and it was a raw market for them. This was the time when Maruti started
their branding keeping their USP of widest service network and they communicated
‘Wherever you go, you will find the Maruti’s service station’… Remember that
Kaancha ads??”, and while listening to all these points, I was lost in the
advertisements of Maruti.
The new
millenium started and number of players were their making India the most
growing market for automobiles. Fuel prices were souring and everyone started to
focus on fuel efficient cars. Maruti too took the same decision and diverted their
positioning towards “fuel efficient cars” and I immediately replied, “Papa ki
kran, petrol khatam hi ni hunda J!!” And as expected got a big smile
from Bansal ? (at least now he thought that I was little interested in the
conversation).
Couple of
years ago, the phrase “Kitna Deti Hai?” was first heard on TV and it is one the
most interesting campaigns on fuel efficient cars. Also Maruti started to
advertise for their Genuine Parts (MGP) division as well. Though, the campaigns
of Maruti are fun to watch, but what we think is Maruti cars are still sold on
the notion that you can get the Maruti service station anywhere in India. We at
Blue Pigeon believe, if Maruti goes back to their positioning of widest service
network, then Maruti can capture a lot bigger piece of pie.
What We At Blue-Pigeon thinks, is “Rather focusing
on various aspects, one should focus on the strongest aspect!!” J