In a keynote session at the India Brand Conclave 2024, Shashank Srivastava the Senior Executive Officer – Marketing & Sales at Maruti Suzuki India spoke about the various initiatives and the evolution of the brand in the automotive industry. He started by quoting Philip Kotler, “Marketing takes a day to learn; unfortunately, it takes a lifetime to master,” which holds great significance for the company.
Sharing his experience, he said, “Maruti Suzuki, and we continuously learn, unlearn, and relearn in our pursuit to master the art of connecting with our customers. In an era that is marked by rapid technological advancements and a constantly changing consumer landscape, we have not only adapted but also set new standards for what it means to be a leader in the automotive industry. Today, I’m excited to delve into Maruti Suzuki’s strategy for the future-ready, brand. I’m excited to discuss the pivotal role that marketing plays in building a strong connection with the audience.
“As a brand that has been around for four decades, it is essential that our message resonates effectively with people of all ages and keeps up with the ever-changing trends in marketing and communications. But before we go any further, it’s important to decode the new-age audience whom we are all speaking with. And as we examine the core of our customers, we notice a significant transformation that goes beyond the basic pursuit of functionality. The modern-day customer is a connoisseur of experiences, an advocate for meaningful connections, and a seeker of authenticity. They are not satisfied with merely possessing a product, they aspire to be part of a narrative a community, or a movement” Shashank Srivastava added.
He continued by going deeper into today’s consumer’s psyche. He said, “Not all our opinions are unfounded. It is based on a strategic understanding of the contemporary consumer psyche. This comprehension exposes a profound inclination towards authenticity, communal experiences, and purpose-driven engagement. Today’s consumers have redefined the way we consume content. They are no longer passive viewers, but active digital experts who prefer bite-sized pieces instead of prolonged content. Their attention span is getting shorter and splitting. So we must construct our stories into small yet impactful gems filled with micro-interactions and cliffhangers that keep them engaged.”
“They don’t just consume our content, they sometimes create and remix it and share it using hashtags and filters. Their feedback is immediate, and decisive as they swipe left or right based on visuals and spin the narratives that resonate with them. And we pay attention to these signals, altering our narratives to keep pace with ever-changing habits. Today it is about a collaborative process with customers where they don’t just consume content, but they own it, share it, and experience it as marketers. We are thrilled to be co-creators with them in this and we have to talk about reimagining and marketing communication. According to customer preferences, our journey towards becoming a future fit brand goes beyond corporate strategy”, he added.
He further stressed the importance of evolving with consumers. He said, “It is a dedicated effort to remain at the forefront of an industry that is constantly evolving. Our commitment is to adapt to changes embrace innovation, and connect with our diverse audience spanning various demographics and geographics. Marketing has been the vanguard of brand identity and is at the helm of this transformative journey. At the heart of this transformation is the cornerstone of our journey customer centricity. This is a foundational philosophy that pushes us forward. Customer centricity shapes all our strategies and marketing endeavours.”
“So has an approach to engaging with audiences. Let’s take a look at the evolution of our marketing companies in the early days and you will recall some of you were old enough to recall functionality was the most important factor for the consumer. Fuel efficiency was a critical decision-making factor. That’s why we launched the iconic campaign ‘Papa petrol khatam hi nahi hunda’ campaign that was launched more than 20 years ago. This campaign became a landmark resonating with consumers for decades with this message of unmatched fuel efficiency. It was followed by equally impactful ad campaigns ‘Kitna deti hain?’. Both campaigns are designed to communicate directly to the consumer addressing the fuel efficiency that was a priority at that time. However, what happened subsequently? Consumer preferences changed. So while functionality is still a vital criterion, it is no longer the only thing that matters.”, he added.
He further said, “A new generation has emerged, seeking not just utility and functionality, but experiences that resonate with their aspirational lifestyles. In response to this shift, we introduced the all-new Jimny in India, a purposeful SUV designed not just for the urban roads, but for the unbeaten path. With Jimny we launched the ‘Never Done That’ campaign, and also ‘The Tales of Jimny’ campaigns, which went beyond traditional vehicle features, and showcases instead, they depicted a lifestyle, attitude and ethos that aligns with the mindset of contemporary consumers. The campaign inspired by true stories narrated SUVs’ role in extraordinary circumstances. It highlighted the vehicle’s capability and reliability.”
“More recently, we have launched the Maruti Suzuki ‘Rock N Road’ experiences and innovative range of potential and competitive driving events designed to redefine the SUV ownership experience. To resonate with the vibrant energy of today’s dynamic consumers we have curated Nexa experiences which include Nexa lifestyle, Nexa music, and Nexa journey, each initiative that aligns and rewards for consumers pulse. These initiatives are a testament to our commitment to understanding and adapting to the evolving desires of our audiences. Marketing Strategies are proactive, designed to engage with our audience on a level that goes beyond mere transactions fostering a deeper and more meaningful relationship. This shift in consumer preference reflects the broad societal changes we are experiencing”, he shared while talking about the newer initiatives.”, he added.
He shared the company’s adaptation of digital mediums to reach out to the new-age consumer. He said, “Today’s younger generation seeks authenticity, memorable experiences and a brand that resonates with their individuality. I would like to tell you something about digital initiatives, as you know, digital platforms have become increasingly popular, particularly in industries where innovation and creativity are essential for success. The automotive industry is no exception, with Maruti Suzuki, leading the way by providing a digital sales ecosystem that empowers consumers and ensures the joy of mobility for all. The company has digitized 24 Out of the 26 car-buying steps to create a seamless experience for consumers. Smart finance service has helped disburse over 52,000 Crore Indian rupees worth of loans to more than 8.3 lakh customers within three years of its launch by integrating the car purchase journey with top finance partners of the country. This commitment to digital innovation has been reinforced by the launch of a new ArenaVerse. It’s a digital platform that has received an excellent response.”
“In addition, the company’s next service platform recorded more than 55,000 bookings for the Grand Vitara during its launch last year. In addition, our Auto Expo pavilion was reimagined on Metaverse making it more accessible to customers across geographical boundaries. Overall, Maruti Suzuki’s digital initiatives have established the company as a pioneer of the online automotive ecosystem, providing enhanced accessibility and connectivity for its new-age consumers”, he added.
“The younger generation is increasingly aware of and connected and concerned about environmental sustainability. They are not just consumers but also advocates for a greener planet. This shift in mindset is not just a trend, but a necessity for the survival of our planet. And recognizing this change Maruti Suzuki is taking a very proactive approach. We understand that the younger generation who are the stewards of our planet are actively seeking brands that resonate with their values of sustainability and responsibility. Therefore, we have positioned sustainable mobility as the key pillar of our future plan. Our approach to communicating this shift is multifaceted. We will use a blend of traditional, digital, and experiential marketing strategies. Various channels ensuring a wide reach, enabling us to communicate our sustainability message to a broad audience”, he said while talking about sustainability and how EV is a growing trend in the automotive industry.
He further said, “Digital platforms, on the other hand, allow for targeted communication reaching the environmentally conscious youth. There they are more supposed to engage in. Experiential marketing strategies create immersive brand experiences fostering a deeper connection with our audience. However, this is not just about communication, it is about aligning the brand’s values with those of its customers. And as the automotive industry moves towards a more sustainable future, Maruti Suzuki is not just adapting we’re leading the charge. We are we aim to be a catalyst in driving the adoption of clean mobility technologies by raising awareness and understanding. We empower our customers to make informed choices aligned with their values. We will use a diverse mix of platforms ranging from new-age media platforms to traditional media to ensure that we can make a difference even at the grassroots level.”
Concluding his speech he said, “In conclusion, achieving success in our marketing endeavours is not merely about sales figures or volumes or numbers, we all keep talking about it. It is also about connecting with individuals who view Maruti Suzuki as more than just a brand, but a companion in their life’s journey. We will continue to take this holistic approach using experiential avenues, digital platforms, social media, and more to create personal connections with our diverse audience.”
“Our strategy involves not only adapting to changing customer preferences but also maintaining an omnichannel approach. This ensures that we remain a future-ready brand capable of providing a comprehensive and cohesive brand experience that meets the unique expectations of the various sectors. And I would like to say that nowadays customer experience is the new battleground. This thought emphasizes our commitment to putting our customers at the forefront of our strategies. Our customer-centric approach is the key to our success. By aligning these customer-changing preferences, and evolving with the times we ensure that our brand remains relevant, providing the joy of mobility to all in the future. This is the secret sauce that keeps us ahead of the curve and poised for continued success”, he added.
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Source: Today’s consumers have evolved into digital media experts: Shashank Srivastava –
