Introduction
Shashank Srivastava, Senior Executive Officer – Marketing & Sales at Maruti Suzuki India, took the stage at the India Brand Conclave 2024, shedding light on the brand’s journey, marketing strategies, and alignment with evolving consumer dynamics.
Quoting Philip Kotler: Mastering Marketing as a Lifelong Pursuit
Srivastava commenced by emphasizing Philip Kotler’s quote, “Marketing takes a day to learn; unfortunately, it takes a lifetime to master,” underscoring Maruti Suzuki’s commitment to continuous learning and adaptation.
Understanding the Modern-Day Audience
Delving into the essence of today’s consumers, Srivastava highlighted their transformation into experience connoisseurs, seeking meaningful connections and authenticity. He emphasized the shift from passive viewers to active digital experts with shorter attention spans, necessitating a shift in storytelling techniques.
Adapting Marketing Strategies to Consumer Evolution
Srivastava stressed the need for collaborative storytelling, where consumers co-create, share, and own content. He discussed the evolution of marketing from functional appeals to a focus on experiences. As functionality remained vital, newer campaigns like ‘Never Done That’ for the Jimny SUV aimed to resonate with the aspirational lifestyles of the modern generation.
Digital Initiatives and Connectivity
Acknowledging the rise of digital platforms, Srivastava shared Maruti Suzuki’s efforts to digitize the car-buying journey, providing a seamless experience. The company’s commitment to digital innovation, exemplified by initiatives like ArenaVerse and the Auto Expo pavilion on Metaverse, positions Maruti Suzuki as a pioneer in the online automotive ecosystem.
Sustainable Mobility and Environmental Responsibility
Recognizing the younger generation’s concern for environmental sustainability, Srivastava highlighted Maruti Suzuki’s proactive approach to sustainable mobility. The company aims to communicate its commitment through diverse marketing channels, ranging from traditional to digital and experiential strategies.
Conclusion: Holistic Approach to Brand Connection
In conclusion, Srivastava emphasized that marketing success transcends sales figures, focusing on building connections with individuals who perceive Maruti Suzuki as more than just a brand. The strategy involves an omnichannel approach, adapting to changing preferences, and prioritizing customer experience as the new battleground.
Closing Remarks
By aligning with evolving consumer preferences and maintaining a customer-centric approach, Maruti Suzuki aims to stay ahead of the curve and ensure the brand’s relevance in the future, providing the joy of mobility to all.
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