MARUTI SUZUKI : Is it really your Way of Life??

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

29^th 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 “Maruti was introduced in India as people’s car, which was to compete with outdated cars present in Indian market at that time.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