For Maruti, the marketing strategy is somewhat precious even receiving thumping response to its models. Anticipating the purchase fever during the ensuing festive season, Maruti has come forward to offer valuable discounts for the customers. The practice, however, in the marketing on such occasions of demand superceding the supply, is to curtail discount and book the vehicles on premium note. Maruti’s tactic in the current market is to shun the competitors who still face stocks dumping at showrooms. But for Maruti, the waiting scene still runs though its Alto F-8 and K-10 are facing tough encounter from Hyundai’s Santri and Tata’s Indica and Nano. These companies too offer discounts to clear the stocks and Hyundai is keen on countering Maruti’s WagonR. Maruti is too willing to clear off the old version of Alto and Alto F8 by offering Rs42000 for old WagonR and Rs19000 for new version.
The bone of contention in this marketing strategy has kicked off from the Ganesh festival three days ago and will proceed till Diwali, it is expected. According to some industry analysts the discount spree from Maruti is a surprise in the market despite heavy demand for its vehicles, especially WagonR. Maruti’s SX4 is sold with a highest discount of Rs60000, reason being the customers opting Swift Dzire, which comes with just Rs5000 discount, for this SX4. Alto K-10 has a wait period of more than 4 weeks, Swift and Dzire asks for a wait of more than 6 weeks and it is three weeks for the rest models of Maruti. The only cars available on purchase are M800 and Estilo.
The north Indian car dealers are aware that this discount galore will be effective till 23rd instant when after that the period coincides the inauspicious Shraddh. The sensation will revive only during the Pooja festival in October. However, there are precedents of the previous years when the dealers offered the best deals during this Shradd period to instigate the buyers at least for bookings.