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Measuring Brand Equity for Maruti Suzuki Swift

Autor:   •  January 22, 2019  •  Case Study  •  1,271 Words (6 Pages)  •  32 Views

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Brand Management assignment[pic 1]

Measuring brand equity For

Maruti Suzuki swift

[pic 2]

Submitted by

Ankur Srivastava-2017PGP381

Priyanka Bansode-

Soumya Halder-

Sumit-

T Prashanth Reddy-

Group 11

Why the Maruti Swift

A brief history:

The Maruti Suzuki Swift was launched in India in May 2005 with a 1.3-litre petrol engine. Later, in early 2007, Maruti introduced the Swift with a Fiat-sourced 1.3 L DDiS engine. In 2010, due to the new BS IV emission norms, Maruti replaced the 1.3 L petrol engine with a 1.2 L K-series engine

[pic 3]

Awards and Recognitions:

  • 2 times ICOTY (Indian Car of the Year) winner – 2006, 2012
  • 2011 small car of the year by BBC Top Gear India

Brand Reinforcement (2011 – 2018):

MSIL relaunched the Swift with major cosmetic changes in 2011. The new Swift featured the same technical and mechanical features but was more pleasing to the eye and packed more premium feel inside and outside the cabin.

[pic 4]

  • The new gen was launched to cater to changing customer demands and increase in the Purchase power of the average consumer, who demanded a more premium product.
  • The major competitors were
  • The Indica vista – A much VFM product from the TATA stable with the same mechanical heart, but suffered a low sales figure due to TATA’s image of a mass/cab sector vehicle manufacturer.
  • The VW Polo- Owing to the diesel gate scam Polo sales were affected but still the petrol was a major rival owing to its plush feel and reliability.
  • The Hyundai i10 – A mid range product known for its reliability, VFM, premium feel at an affordable cost.
  • The Fiat Punto 90HP- A slightly different segment product catering to more sporty audience.

2018 onwards:

Maruti discontinued the 1st gen Swift in August 2017, the new Swift was launched in 2018 with.

  • Almost the same Engine-transmission combinations
  • New trendy design language and colours[pic 5]
  • Major Ciosmetic change

Swift A Synonym for Hatchbacks in India

        

Maruti Swift

Preference Metric: Preference metrics deal with how customers perceive Maruti Suzuki’s SWIFT brand. These metrics are measured objectively with regard to company’s position within automobile industry.

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