Published by MBA Skool Team, Last Updated: January 05, 2017
Marketing Strategy of Suzuki analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Suzuki marketing mix, help the brand succeed.
Suzuki marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Suzuki Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
Suzuki Product Strategy:
The product strategy and mix in Suzuki marketing strategy can be explained as follows:
Suzuki is an automotive company with products in categories in automobiles, outboard motors, ATVs, motorcycles, engines. The products in the marketing mix of Suzuki can be divided into car and bikes broadly. Some of the products in the car category are APV, Ertiga, Jimmy, Grand Vitara, Ciaz, Vitara, S-Cross, Baleno, Swift, Swift sport, Ignis, Celerio. The motorbike segment had following vehicles - QuadSport Z90, QuardSport Z50, QuadSport Z400, KingQuad, Ozark, DR-Z70, RMX450Z, DR-Z400E, DR-Z125L, Suzuki Boulevard, VanVan, V-Strom, Bandit, GSX1250FA, Hayabusa, SV 650/A, TU250X, Inazuma, Burgman, Address, TF125. The Suzuki bikes are categorised under Supersport, Ultimate Sport, Street, Sport Adventure tourer, cruiser, scooter, Dual Purpose, Off road, Motocross, Utility ATV, Sport ATV, Kids ATV. The Marine tops consists of 4-stroke outboards which has Electronic fuel injection series, Carburetor series. The 2-stroke outboards have Kerosene Out-boards.
Suzuki Price/Pricing Strategy:
Below is the pricing strategy in Suzuki marketing strategy:
The general pricing strategy of Suzuki is from medium range pricing to premium pricing.
The pricing mainly depends upon the category under which the products are classified. The price in the Suzuki marketing mix would cover not only bikes but also cars. The Swift is a car that is priced cheaper while Baleno is priced higher. The Suzuki Bikes categorized under Ultimate sport are expensive than the scooter. The pricing of the company is in comparison to its competitors depending on the PoDs and PoPs of the product line. In some categories, the company has an upper hand over others while in some it uses penetrating strategy. The pricing of Suzuki products also varies from region to region & based on competitor pricing as well. For example in India the pricing is lower to suit the medium range target customers.
Suzuki Place & Distribution Strategy:
Following is the distribution strategy in the Suzuki marketing mix:
Suzuki has its existence worldwide. It has segregated itself on the world map in 4 broad categories. The classifications are Europe, Middle-East & Africa, Asia & Oceania, America. The company exists in 31 countries under Europe. It exists in 49 different countries under Middle-East & Africa. Suzuki as a company has its presence in 26 countries of Asia & Oceania and 46 companies of America. The place in the marketing mix of Suzuki is not only its geographic presence, but also its distributors and retailers. The products are sold mainly through its distributor outlets present across the globe. There are showrooms and dealers through which the Suzuki products get sold.
It is impossible for the company to run all the showrooms on their own and hence Suzuki also goes for the franchise model.
Suzuki Promotion & Advertising Strategy:
The promotional and advertising strategy in the Suzuki marketing strategy is as follows:
Suzuki uses all online and offline platforms for its promotions. The online platforms include the website, social media platforms like Twitter, Facebook, Google+ and Pinterest. They also promote themselves through heart touching YouTube videos. The offline promotional methods include TV commercial advertisements, Bill Boards, Hoardings. Suzuki also promote themselves through event sponsorships. Motorcycle events, race events etc are also places where as an advertiser and sponsor, Suzuki has significant presence. Hence, this gives an overview on the Suzuki marketing mix.
Suzuki Motor Corporation is an automotive company founded in the year 1909 by Michio Suzuki. Its headquarter is located in Hamamatsu, Shizouka, Japan. The company was initially founded as Suzuki loom works in Hamamatsu which a seacoast village in Japan. Since silk industry was a giant industry in Japan, the weaving loom prospered. The founder of the company invented a new weaving machine. This machine was exported overseas and that continued for thirty years. With firm belief in diversification, the company ventured into small cars and later into bikes, motor vehicles, etc.
Suzuki was considered 9th biggest automaker considering its production. The company produced its products in more than 20 countries with over 130 distributors with over 30 production facilities and 40 thousand plus employees.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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