Maruti Ertiga launch in India by new category creation

Abstract

Subject area

Marketing. Sub subjects: customer segmentation, targeting, positioning and new product launch strategies.

Study level/applicability

This case can be taught at degree and master level management programmes including distance education mode in business schools having marketing management as one of the subjects.

Case overview

Maruti Suzuki a leading global Japanese car manufacturer recently launched a new multi utility passenger car with the brand name Ertiga. Ertiga was launched by Maruti Suzuki as life utility vehicle (LUV) using lifestyle categorization instead of using car categorization to position Ertiga using LUV theme. This new category created called LUV is in car categorization between high end hatchbacks and multi utility vehicles/sedans. This case highlights how Maruti Suzuki through effective market research was able to identify a new category and also create and offer a car to the Indian market. This case covers some of the innovative promotional strategies like in film promotions and brand placements which was used to promote Ertiga in India.

Expected learning outcomes

The case is designed to enable students to understand the concept of segmentation, targeting, and positioning about the various products launch strategies companies adopt in the emerging markets. Also this case covers the marketing mix concepts and how it was adopted during the Ertiga launch in India.

Supplementary materials

Teaching notes are available for educators only. Please contact your library to gain login details or email: support@emeraldinsight.com to request teaching notes.

Citation

Rath, B.B. (2013), "Maruti Ertiga launch in India by new category creation", , Vol. 3 No. 6. https://doi.org/10.1108/EEMCS-08-2012-0147