A successful car launch required a lot of care and right advertising and pushing a car into consumers mind with very right direction. But these things does not apply to Maruti Suzuki as it has successfully launched its small hatch back Celerio in the Market.
"Knowing through a survey is like kissing through an interpreter," says MayankPareek, COO (marketing & sales), Maruti Suzuki India. "I was tense as we launched in the midst of a full-blown slowdown," he remember.
Withing two months of launch, Celerio has booking of over 35000 units. But more exciting about this is that over 49 per cent of cars are gearless variant. In the month of March, Maruti posted 5.5% decline in the total sales, it sold 1,13,350 units as against the 1,19,937 units in the same period last year. The company’s mini segment sales declined 11 percent to 40,085 units as compared to 45,047 units.
"Many urban households miss having a second car that can be used for errands when the family vehicle is unavailable," says SmithaSarmaRanganathan, a brand communication specialist who teaches marketing management at IBS Bangalore.
The main reason behind the success is considered to be understanding of socio economic strata among the society and changing demographic profile. The gearless variant has been a grand success which might be another point we must think upon. The people at lower economic strata find this automatic version an easiest and most comfortable one in their budget.
"Knowing through a survey is like kissing through an interpreter," says MayankPareek, COO (marketing & sales), Maruti Suzuki India. "I was tense as we launched in the midst of a full-blown slowdown," he remember.
Withing two months of launch, Celerio has booking of over 35000 units. But more exciting about this is that over 49 per cent of cars are gearless variant. In the month of March, Maruti posted 5.5% decline in the total sales, it sold 1,13,350 units as against the 1,19,937 units in the same period last year. The company’s mini segment sales declined 11 percent to 40,085 units as compared to 45,047 units.
"Many urban households miss having a second car that can be used for errands when the family vehicle is unavailable," says SmithaSarmaRanganathan, a brand communication specialist who teaches marketing management at IBS Bangalore.
The main reason behind the success is considered to be understanding of socio economic strata among the society and changing demographic profile. The gearless variant has been a grand success which might be another point we must think upon. The people at lower economic strata find this automatic version an easiest and most comfortable one in their budget.
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