The Marketing Brew

Read on as we spill the beans on the hottest August 2015 marketing ideas, brought to you by thesharpest marketing minds out there.S-Cross at IIFA S-CROSS LAUNCHMSIL in the talksCorporate InitiativeMedia & Digital updatesNew ResearchesMilestonesCRM InitiativesCompetition TrackerTeam Marketing

MSIL IN THE TALKS S-CROSS LAUNCH We launched the much awaited first premium cross-over, S-CROSS on 5th Aug, followed by regional launch in 12 major cities across the country. S-Cross’s bold cross-over looks, premium interiors and rich feature enable the S-CROSS to stand out. It is offered in two diesel engine options: DDiS 200 and DDiS 320. By offering power and performance of a hatchback along with comfort and refinement of a sedan, S-CROSS creates the new category of “premium cross-over” in India. Ertiga Paseo Edition Recently, Maruti Suzuki launched the Limited Edition Ertiga - Paseo Explore. Packed with exciting new features, the car is perfect for every day, and especially for Friday explorations. Thus, the theme - “LUV of Fridays”. The idea was led by the key visual of the Ertiga mirrored across two distinct locales, - within the city and outside it, This was followed by a first-of-its-kind Acapella/Beatbox Radio jingles, made for each day of the week from Monday to Friday. A making of the radiowas also publicized on YouTube. August 2015

Alto 800 Onam Edition Kerala is an important market for Maruti Suzuki and Alto 800 is the highest selling model for us in the region. To further strengthen our offering and join in the celebrations of Onam, we introduced Onam Limited edition Alto 800 exclusively in Kerala. A month long 360° campaign “Feels like Onam, Everyday.” was introduced to reach out to customers through multiple channels including print, outdoor campaigns. BTL activities, radio and television. The campaign brought to life the essence of Onam through rich illustrations. The entire 360° campaign has been built from one single illustration which was adapted to make TVC, Radio, Outoor and BTL activations. Dakshin Dare Maruti Suzuki Dakshin Dare 2015 had its 7th edition this year. With 2000 Kms in 5 days participant went through different terrains. This year the event witnessed an increased number of participation from different parts of the country along with 4 women teams. The rally also witnessed great enthusiasm from young brigade of MSIL who also participated to prove their mettle. The rally started from Bangalore and culminated atHyderabad on 7th of August. Celerio Digital Buzz Leaving behind all its competitors, brand Celerio grabbed 47% share of all conversations on digital mediums in the lower A2 segment in June. It became the most talked about car on not just Facebook and Twitter but numerous blogs and forums as well. With constant engagement on Facebook and Twitter, the brand is loved by over 1 lac fans on Facebook and is also the 2nd most followed MSIL brand on Twitter. August 2015

CMO Asia Awards CMO ASIA Awards is a premium forum which brings elite marketers, brand custodians, advertising, digital and creative honchos under one roof. As an invitation only event taking place behind closed doors, the program offers top marketing professionals, agencies and consultants an intimate environment for recognizing and rewarding excellence. The Awards aim to reward the best in the industry and enhance reputations. Two of the MSIL’s campaign have been awarded the best work in their respective categories at the CMO ASIA Social Media and Digital Marketing Excellence awards 2015 conducted in Singapore on Aug 11. Maruti Suzuki Auto Cross Rally – Bangalore The 7th Edition of Auto Cross Rally was held in Bangalore on 7th & 8th June 2015. The event was a huge success with over 125 participants. The winner was given a full sponsorship by Maruti Suzuki to participate in Dakshin Dare, which was held in August’2015. On day 1, registration, stickering & test the track was done while on the second day final race was held.CORPORATE INITIATIVE Through various intitiatives that promote a healthy communication of the brand with its customers, Maruti Suzuki aims to create lasting impact in life of its audience. The month august saw many such activities, that sought to interact with people and created thousands of impressions. August 2015

MEDIA & DIGITAL UPDATES Dzire To Unite Maruti Suzuki Dzire associated with crowd sourced artists to create a youthful avatar of National Anthem with subtle integration of Dzire in the same. The initiative was called #Dzire2Unite and was taken across various multimedia platforms. It has garnered more than 1.1 lakh views in 48 hr. averaging 1 view/second, reaching to more than 1.4 mn users and got featured as one of the best Independence Day videos. The anthem was promoted widely across multimedia assets and It was screened across 121 theater screens in Delhi & NCR, where it was applauded a lot. There were over 170 RJ mentionsacross 35 cities. Alto K10 “The Wimblendon Voice India” 2015 The Voice is the Indian Ciaz and SCROSS association adaptation of the international with one of the 4 prestigious musical talent show with the grand slam tennis events same name. As judges, the “ W i mble don” show has Mika, Sunidhi and Apart from spots Ciaz and Shaan. The property has been SCROSS “ FAN moment” wasassigned to Alto K10 solely. integrated on air. India’s Got Maruti Suzuki Traffic Beats Talent 6 Maruti continues to sponsor Maruti’s Multiple brands the Landmark radio program Celerio, Alto 800, Dzire, were on Radio Mirchi 98.3 FM present on television reality series India’s Got Talent –6. Finale happened on 27th June with Celerio diesel given aspresent to Winner Manik.NEW RESEARCHESŸ Recently, consumer researches were instituted for getting market feedback for planning future versions of two leading MSIL models, one is Hatchback Segment and other in Sedan/SUV segment.Ÿ A research has started for commercial channel to understand the consumer behavior of SCV owners towards after sales service.Ÿ Feedback on recently successful Swift Windsong limited edition has been captured and the inputs are being used towards the development of new limited edition.Ÿ An Extensive All India Lost Case Analysis is on for a recently launched vehicle in Hatchback segment. August 2015

MILESTONES Dzire 1 Million Celebration Maruti Suzuki DZire’s journey has reached the milestone of 1 Million. To share the joy, they have come up with the world’s most irresistible campaign. The Campaign “the sweets are on us” is meant to be eaten up. Literally. To appease your sweet tooth, Maruti Suzuki offered sweets inside the airlines, malls and movie theatres, and if all of this was not enough they had sweet works of art. Created by two of the most celebrated installation artists in the country, the Mega Edible Art Installations were the sweetest destinations to be at.CRMINITIATIVES Ÿ DEDICATED NEXA CUSTOMER CARE CALL CENTER: A Dedicated Customer Care Call center was set up with Toll Free No. 1800 200 6392 & 1800 102 6392, to handle the Premium Customer interactions. Along with a dedicated email ID [email protected]. Ÿ CUSTOMER RETENTION DRIVE THROUGH DATABASE Marketing Campaign: 678 CRM Campaigns were offered to generate 57000 enquiries which resulted in 16062 conversions till July’15 Ÿ ENHANCING QUALITY OF CUSTOMER INTERACTIONS : RnR activity for Call Center Team motivation was held in Kolkata, primarily with an objective to enhance the quality of interaction with our customers & sensitize the customer care executives about our business objectives. August 2015

COMPETITION TRACKER Ford Figo Aspire The Figo Aspire comes with three engine options to choose from: a 1.2L, 4cyl, 1196cc petrol motor with 87bhp, 112Nm and 5-speed manual gearbox; a 1.5L, 4cyl, 1498cc turbo-diesel that’s good for 99bhp and 215Nm, teamed with a 5-speed manual ’box; and a 112bhp, 136Nm, 1.5L, 4cyl, 1499cc petrol, with all that power sent to the front wheels via a dual-clutch 6-speeder only – a segment-first. Launched with a starting price of 4.9 Lakh, ex-showroom, Delhi. Fiat Linea Elegante Elegante will come with a blackened out roof, new body graphics, a new body kit, replete with front and side skirts, a rear spoiler, new bigger 16-inch alloys, and a little chrome thrown on the ORVMs. There's a new 6.5-inch touch screen infotainment system adorning the center console. Other changes include new seat and floor covers, all with the Elegante moniker. Fiat has decided to produce the Elegante as per customer demand, and comes with a sticker price of Rs 9.99 lakh,straight off Delhi showrooms. Hyundai Creta Creata comes with three engines to choose from, one petrol and two diesel. The 1.6-litre petrol comes with 121bhp, 151Nm and is teamed with a 6-speed manual gearbox, sending all that power to the front wheels. The base diesel is a 89bhp, 219Nm, 1.4-litre unit, available with a 6-speed manual only, while the bigger 1.6-litre diesel develops 126bhp and 260Nm, which apart from the 6-speed manual, is also available with a 6-speed automatic gearbox. The entry-level, 1.6-litre petrol ‘L’ variant starts at Rs 8.6 lakh. August 2015

Eicher-Polaris Multix Enter the Multix - the new personal utility vehicle that can comfortably seat five and stash away 418 litres of goods in the bay, which can be further bettered to 1900 litres after manually morphing the seating area. At the heart of this little twin-cab is a single-cylinder, 510.7cc direct injection diesel motor which puts down 9.7bhp and 27.1Nm. It's mated to a four-speed constant mesh transmission which drives the rear wheels. Eicher-Polaris claim the Multix returns a rather impressive 28kpl. TEAM MARKETINGDIVISION MKTG - 1 MKTG - 2 HEADS MR. VINAY PANT MR. SANJEEV HANDA MMR PPD CRM ANM-EC ANM-NC CMAJDEPARTMENT MR. KAUSHIK MR. SRIHARI MR. TARUN GANDHI MR. GAURAV SHARMA MR. PARAM PAL SINGH HEADS GANGULY RACHAPUDI MR. HIMANSHU GAURAV GUPTA NITIN SHEWALE VANDANA NAYAR RAJAT SAPRA TUSHAR AGGARWAL DAHIYA VARUN AGGARWAL MADHU KADIAN RAJESH NAGRAJAN SIDDHARTH SIRARI ADITI UPADHYAY BHUBNESH BATRA GAURAV AGGARWAL KANCHAN PHOGAT TEAM VARUN BIST AVINAV ANISH SULABH SHRIVASTAVA PRIYANKA MEHTA SIDDHARTHA SINGH SUMIT KAKKAR NIKHIL DHAR AVINASH SINGH ABHISHEK PANDEY RUCHII CHOUHAN AugusAtu2g0u1s5t 20P15G 7