Assistant Professor, Jaipuria Institute of Management, Lucknow
Maruti Suzuki is the market leader with more than 51% in Indian passenger car market. It has kept its leaadership position for decades. But the problem it is facing now, is to target the well informed premium customers. The previous attempts to sell premium cars like Grand Vitara and Kizashi had failed in Indian market. In this scenario, this paper deals with the strategy of the launch of new dealership named NEXA under Maruti Suzuki. By differentiating its marketing mix through distribution channel, how Maruti Suzuki has gone premium forms the crux of this paper.
Automobile, Maruti Suzuki, NEXA, Marketing, Marketing Mix, Distribution Channel
