It moved the nation. And now the brand has moved itself to the second position
At number one last year, Maruti has slipped a notch to sit perched atop the number two slot in the 2006-07 rankings. Reason: aggressive competition from most domestic and foreign brands, including Hyundai, Tata and now GM. Nevertheless, the brand, which made
possible the middle class dream of driving four-wheelers, has rightfully emerged as the most powerful car brand in the country ever. Domestic sales hovered close to 549,317 units in April-March 2006-07 (SIAM), boosting market share to an unbeatable 51%. Consumers always expect a ‘better and bigger buying experience’ from Maruti and the company has not disappointed. The JD Power Survey has ranked Maruti as the best performer in terms of customer satisfaction and over all sales experience, for two consecutive years. But though Maruti is a powerful brand when it comes to small cars; it finds itself in cold waters when it comes to the niche ‘brand conscious’ higher segments of the industry. To fight consumer apathy, the company has unleashed the spanking new SX4 this year. A phenomenal brand, but will it be able to reign supreme in its current weak spot (the mid-size segment) with the ravishing sedan SX4?
At number one last year, Maruti has slipped a notch to sit perched atop the number two slot in the 2006-07 rankings. Reason: aggressive competition from most domestic and foreign brands, including Hyundai, Tata and now GM. Nevertheless, the brand, which made
possible the middle class dream of driving four-wheelers, has rightfully emerged as the most powerful car brand in the country ever. Domestic sales hovered close to 549,317 units in April-March 2006-07 (SIAM), boosting market share to an unbeatable 51%. Consumers always expect a ‘better and bigger buying experience’ from Maruti and the company has not disappointed. The JD Power Survey has ranked Maruti as the best performer in terms of customer satisfaction and over all sales experience, for two consecutive years. But though Maruti is a powerful brand when it comes to small cars; it finds itself in cold waters when it comes to the niche ‘brand conscious’ higher segments of the industry. To fight consumer apathy, the company has unleashed the spanking new SX4 this year. A phenomenal brand, but will it be able to reign supreme in its current weak spot (the mid-size segment) with the ravishing sedan SX4?For complete IIPM article click here
Source:- IIPM Editorial, 2008
An IIPM and Management Guru Prof.Arindam Chaudhuri's Initiative
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