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Investigating Product Launch

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Investigating Product Launch
INVESTIGATING PRODUCT LAUNCH
BMW X1 AND MARUTI SUZUKI KIZASHI
A REPORT BY – GAURAV PRAKASH JOSHI
MSc BUSINESS DEVELOPMENT SEPTEMBER 2012 EXECUTIVE SUMMARY
This report explores two product launches in Indian automobile market in the year 2011. The India launches of the BMW X1 and Maruti Suzuki Kizashi are the perfect examples of contrasting product launches of the previous year.
The research for the report is based on the current and previous year findings about the performance of these products in the Indian market.
The major findings indicate that BMW X1 launch was characterized by excellent vision and the right marketing mix. However, the Maruti Suzuki Kizashi launch lacked the commitment from the company to excel in the luxury sedan segment in India.
BMW X1 has emerged a true pioneer and created a new growing automobile segment in the Indian market. Whereas, Kizashi is a product that shows promise but Maruti Suzuki needs to rethink its strategy for the premium sedan and SUV segments where it is struggling to make an impact.

THE BMW X1 SUCCESS STORY
BMW AG
Bayerische Motoren Werke AG, popularly known as BMW was established in the year 1917 in Munich, Bavaria in Germany. The company started its business by manufacturing aircraft engines for the German army. The first car under BMW marque was created in 1928. ‘Sheer Driving Pleasure’- this is how BMW has been conquering the hearts of the automobile enthusiasts worldwide, as the BMW cars have lived up to the company motto since its inception. It doesn’t end here; the BMW group boasts other world class brands such as MINI and Rolls Royce. The presence of the group and its portfolio of brands have earned it the ninth place in Forbes list of World’s Most Powerful Brands (Forbes, April 2012). Apart from excellent engineering and clever marketing, what makes BMW special is their ability to adapt to


References: 1. Economic Times, Mar 2012 - http://articles.economictimes.indiatimes.com/2012-03-25/news/31234294_1_luxury-car-audi-india-michael-perschke 2. Economic Times, August 2012 - http://articles.economictimes.indiatimes.com/2012-08-28/news/33450266_1_diesel-cars-petrol-and-diesel-diesel-engines 3. Business Today, Nov 2011 - http://businesstoday.intoday.in/story/bmw-x1-in-indian-market/1/19848.html 4. Financial Times, May 2012 - http://www.ft.com/intl/cms/s/0/743bd13c-7635-11e0-b4f7-00144feabdc0.html#axzz2AOVHiUq0 5. Forbes, April 2012 - http://www.forbes.com/companies/bmw-group/ 6. Maruti Suzuki Wiki - http://en.wikipedia.org/wiki/Maruti_Suzuki
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