Business Case Studies,Marketing Strategies Case Study, The Making of NEXA

Code : MM0072

Year :2016

Industry : Automobile Industry

Region : India

Teaching Note:Available

Structured Assignment :Not Available

INTRODUCTION: Maruti Suzuki (Maruti), the leading car manufacturer in India launched 10 Nexa showrooms on July 23, 2015 all over India, as exclusive outlets to sell its premium range of cars. NEXA stood for New Exclusive Automotive Experience; which was the philosophy behind Maruti’s new endeavor. These outlets provided a more luxurious buying experience for the customers interested in buying a premium product. NEXA showrooms were different from regular Maruti showrooms and claimed to give more personalized premium experience to its customers. These premium showrooms were featured with the superior decor, ambience, and a more pampered customer service. The first car to be launched by Nexa was S-Cross Premium Crossover on August 5, 2015, followed by Baleno. Maruti had not been successful in terms of volume for Baleno when it was previously launched through its regular Maruti Showrooms. After it was launched through NEXA on November 26, 2015, they were able to achieve higher volumes. Maruti, had been India’s number one car brand in the economy car segment for over 3 decades...