3 Promotional and Advertising Strategies

It further recommends ways in which the automobile companies can differentiate its product in the market to gain a competitive edge by approaching to different consumer oriented promotional and pricing strategies. It further illustrates the need of advertising medium to promote the product to attain maximum customer reach.
The company is frequently referred to as Maruti previously known as Maruti Udyog Limited. It is an automobile manufacturer in India. It operates in joint collaboration with Japanese automobile and motorcycle company Suzuki. Its market share as on November 2012 was 37% of the passenger car market in India. Maruti Suzuki manufactures varied range of car from low range passenger car Maruti 800, Alto to hatch back cars like Maruti Ritz, Swift and sedan cars like DZire, Ciaz and SX4. It is into manufacturing of ‘C’ segment cars like Eeco, Omni to MUV like Suzuki Ertiga and SUV Grand Vitara (Maruti Suzuki, 2015).
Maruti Suzuki adopts promotional strategies to transfer its vision in the mind of the customers through television advertisements, radio ads, print media and newspaper. They follow the pull marketing strategy where they attract potential customers through quiz contests in radio and on winning the contests they would be eligible for lucky draw coupons of Maruti Suzuki cars or a discount coupons on car service for its existing customers. Through the television advertisements, they try to connect with the consumer sentimental values and thereby linking their car utility values and comfort level. For example, “My Daddy’s Big Car” showcases a daughter’s sentimental attachment with her dad and that she is proud to show off her father’s car to her friends. Through this Maruti tries to align its car brand Esteem as the comfortable mid size car which is durable and efficient enough to take care of its passenger (Maruti Suzuki, 2015).
Maruti Suzuki is