Maruti Suzuki India Limited: the Celerio

What is it about?

MSIL is planning to launch its much-anticipated hatchback Celerio with revolutionary auto gear shift technology for the first time in India at an affordable price, but the promotional campaign is yet to be completed. Online research reflects the consumer trends of any country, and during the Auto Expo Week, Maruti Suzuki Celerio became the most searched hatchback on Google in the subcontinent, according to a report published by the Indian Express citing the Google Trends Report. One of the key success factors is communicating the right message to the customers in order to attract them, and MSIL’s challenge is to plan a product launch to spread awareness.

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Why is it important?

The main objectives of this case study are:  to discuss the ways in which the product may be differentiated;  to acquaint students with the process of developing a slogan for the introduction of Celerio to the existing market;  to explain the concept of segmentation to the students;  to familiarize students with communication mix; and  to give the students an idea about the need of digital communication to promote the product.