The Making of NEXA

Code : MM0072

Year :
2016

Industry : Automobile Industry

Region : India

Teaching Note:Available

Structured Assignment :Not Available

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Abstract: The case discusses how Maruti Suzuki (Maruti) came up with NEXA-exclusive outlets for marketing its premium segment cars. Maruti had been the market leader of the economy car segment in India since almost last 2-3 decades. Over the years it had attained the image of a common man's car which obstructed its entry in the premium car segment in India. The case discusses how Maruti evolved into its 'common man's car' brand image and also sheds some light on its failed attempts to enter the premium segment car market. The case concludes by highlighting the challenges related to Maruti NEXA and how Maurti was trying to shed its already acquired brand image. Through its new retail outlets NEXA from which it intended to sell only premium segment cars and with its advertising campaign Maruti had tried to appeal to the customers who were interested in buying the luxurious cars. But after massive advertising and other strategic steps taken by Maruti, the analysts were still skeptical about Maruti's success in the premium segment car market while still maintaining its strong hold in the economy car segment.

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Pedagogical Objectives:

  • Analyze the challenges faced by Maruti in changing its pre-existing brand image
  • Critically analyze Marutiís strategy of opening the NEXA outlets.
  • Develop a roadmap for developing NEXA for customers of premium cars


    Keywords : New seperate retail outlets,Entering new segment,Shedding pre-existing brand image,Maruti Suzuki,Nexa,Boleno,S-Scross,Common manís car,Most Affordable,Maruti 800,Maruti Alto,Luxury car segment,Economy car segment,Premium Experience,Themed showrooms

    Contents :
    Ľ INTRODUCTION
    Ľ BACKGROUND NOTE
    Ľ INDIAN AUTOMOBILE INDUSTRY
    Ľ MARUTI SUZUKIíS ENTRY INTO THE PREMIUM SEGMENT
    Ľ THE ROAD AHEAD
    Ľ EXHIBITS


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