Decoding Maruti Suzuki's Experiential Marketing Triumph
Shashank Srivastava of Maruti Suzuki explains how experiential marketing efforts have helped them get a bigger market share
In the dynamic landscape of the Indian automobile industry, Maruti Suzuki has emerged as a trailblazer, redefining success through an innovative experiential marketing approach. Shashank Srivastava, Executive Director of Maruti Suzuki India Ltd, recognized the evolving consumer preferences and emphasized the brand's flexibility in adapting to these changes.
Maruti Suzuki's rise to becoming India's largest carmaker, commanding over 50% market share, is attributed to its groundbreaking experiential marketing strategies. The company achieved its highest monthly sales in August 2023, selling an impressive 1,89,082 units, a testament to its profound understanding of the market.
Maruti Suzuki’s approach is twofold. Firstly, under the Maruti Suzuki Arena brand, the company introduced a modern, digitalized showroom experience in 2017. This immersive approach aligns with the preferences of young consumers who value unique experiences over material possessions. Maruti Suzuki’s foray into lifestyle products, exemplified by the Grand Vitara and Jimny SUVs, showcases a curated off-road driving experience that captivates enthusiasts. Additionally, the company's live online experiential showroom experiences through platforms like Nexaverse, Arenaverse, and Expoverse have reached a staggering 3.5 lakh customers, creating a virtual bridge between the brand and its audience.
Secondly, the Nexa brand, launched in 2015, caters to the premium segment, offering sophistication and exclusivity. This segment focuses on the discerning customers who seek more than just a car; they desire a lifestyle.
Driving Sales Through Experiences
Maruti Suzuki's success story lies in understanding the pulse of changing consumer trends. By aligning their experiential offerings with the passions of their customers, Maruti Suzuki has excelled. For instance, their long-standing property, the 'Swift Devil’s Circuit,' resonates with fitness-conscious audiences, providing a platform for testing limits, much like the Swift car itself.
A Journey of Lifestyle Experiences
Maruti Suzuki's experiential marketing efforts have transcended the realm of mere vehicles. By delivering unforgettable experiences, the company has embarked on a journey to enrich lives. Shashank Srivastava emphasized the essence of their efforts, stating, "People will forget what you said or did, but never how you made them feel." Through technology, design, and innovation, Maruti Suzuki has not only achieved remarkable sales figures but has also become synonymous with trusted, meaningful, and fulfilling experiences, solidifying its position as a preferred brand in India's automobile industry.
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