Abstract

This caselet discusses the Indian automobile giant Maruti Suzuki India Limited’s (MSIL) strategy behind the launch of its brand, the Kizashi, in the premium segment. It also goes into the reasons behind the less than enthusiastic response from customers for the Kizashi and where MSIL may have faltered with regard to its positioning strategy for the Kizashi. What future course of action should MSIL take to redeem the Kizashi?

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• To understand MSIL’s strategy with regard to the Kizashi’s positioning
• To understand the relative advantages and disadvantages of creating independent brands in the car industry
• To study the expectations of the customers from the brands that are positioned in the premium car segment

Keywords

Positioning, brand image, luxury, premium, Maruti, Maruti Suzuki, Kizashi, Kitna Deti Hai