CONTENTS

CHAPTER NAME OF THE CHAPTER PAGE PAGE

NO. NO. NO.
1 Introduction
 1.1: Overview of NEXA
 1.2: Objective of the Study
 1.3: Scope of the Project
2 RESEARCH METHODOLOGY

3 The Evolution of NEXA's Marketing Strategy

 3.1: Introduction to NEXA as a Brand
 3.2: The Role of NEXA in Maruti Suzuki’s
...........Growth Strategy
 3.3: Initial Marketing and Branding Strategies
4 NEXA's Marketing Strategies

 4.1: Brand Positioning

o Target Market and Consumer
Segmentation
o Positioning as a Premium Brand
 4.2: Product Strategy
o Diversification of Product Range
o Product Differentiation
 4.3: Price Strategy
o Premium Pricing Strategy
o Value Proposition
 4.4: Place (Distribution) Strategy
o NEXA Showrooms and Network
o Digital Presence and Online Sales
Channels
 4.5: Promotion Strategy
o Advertising and Media
o Influencer and Celebrity
Endorsements
o Experiential Marketing
o Sponsorships and Partnerships

5 Implementations of NEXA's Marketing

Strategies
  5.1: NEXA Showroom Concept
 5.2: Customer Experience Focus
 5.3: Integration of Technology (e.g., ……
NEXA App, Virtual Reality)
 5.4: After-Sales Service Strategy
 5.5: Focus on Relationship Marketing

6 Impact and Results of NEXA's

Marketing Strategies

 6.1: Sales Performance Analysis

 6.2: Brand Awareness and Market …
…...Perception
 6 3: Customer Feedback and Satisfaction
 6.4: Awards and Recognition

7 Challenges and Issues Faced by NEXA

 7.1: Competition in the Premium Car

Segment
 7.2: Consumer Expectations and Changing
………Trends
 7.3: Adaptation to Global Marketing Trends
 7.4: Maintaining a Consistent Brand Identity

 7.5: Impact of Economic Conditions on

………Premium Segments
8 Recommendations for Future Marketing
Strategies

 8.1: Expansion into New Markets

 8.2: Leveraging Digital and Social Media
………Marketing
 8.3: Enhancing Customer Engagement
through ………Loyalty Programs
 8.4: Strengthening Sustainability and Green
………Marketing Initiatives

 8.5: Focus on Eco-friendly and Electric …….

……..Vehicles
9 Conclusion

 9.1: Summary of Findings

 9.2: Key Insights and Learnings
 LIST OF TABLES AND FIGURES
SL.NO. PARTICULARS TABLE FIGURE PAGE
NO. NO. NO.
1. Introduction
Overview of NEXA

NEXA is a premium retail arm of Maruti Suzuki, a leading automobile manufacturer in

India. Launched in 2015, NEXA aimed to redefine the car-buying experience in India by
introducing a world-class, premium retail experience. It offers a range of carefully
selected cars such as the Maruti Suzuki Baleno, Ciaz, S-Cross, and Grand Vitara,
targeting affluent, tech-savvy, and experience-driven consumers. The NEXA experience
is designed to offer more than just a car purchase—customers enjoy personalized
services, luxury showroom experiences, and a focus on customer satisfaction.

Objective of the Study

This study aims to explore and analyze the various marketing strategies employed by
NEXA, evaluate how they have been implemented in the Indian market, and assess
their effectiveness in building a premium brand. The research will also examine the
impact of these strategies on sales, customer perception, and brand growth.

Scope of the Project

The study will focus on the following:

 Understanding NEXA's marketing strategies, including product, pricing,

promotion, and distribution.
 Examining the showroom experience and its impact on consumer decision-
making.
 Analyzing the use of digital platforms and customer relationship strategies.
 Exploring the overall success and challenges faced by NEXA in its pursuit of
becoming a leading premium car brand.
3. The Evolution of NEXA's Marketing Strategy
Introduction to NEXA as a Brand

NEXA was conceptualized to cater to a growing segment of customers in India who

wanted a premium car-buying experience. Maruti Suzuki, a brand traditionally known for
affordable and mass-market vehicles, saw an opportunity in the evolving consumer
preferences for higher-end vehicles that offered superior design, technology, and
service. NEXA’s creation signified a shift in Maruti Suzuki's strategy to tap into the
premium and luxury car market in India.

The Role of NEXA in Maruti Suzuki’s Growth Strategy

The launch of NEXA marked a strategic move for Maruti Suzuki to diversify its offerings
and build a distinct identity separate from its value-oriented models. By tapping into the
premium segment, Maruti Suzuki could The launch of NEXA marked a strategic move
for Maruti Suzuki to diversify its offerings and appeal to a more affluent customer base,
increasing its market share in a segment traditionally dominated by foreign players like
Honda, Hyundai, and BMW.

Initial Marketing and Branding Strategies

Initially, NEXA’s branding focused on being a departure from Maruti Suzuki’s

established reputation as a brand catering to the mass market. The key message was
that NEXA offered more than just cars—it offered a premium experience. From
personalized services to luxurious showrooms, NEXA used a combination of high-end
marketing techniques and unique selling propositions (USPs) to set itself apart.
4. NEXA's Marketing Strategies
Brand Positioning

Target Market and Consumer Segmentation: NEXA’s target demographic consists of

affluent urban consumers, aged between 30-55 years, typically professionals or
business owners. These customers seek quality, sophistication, and exclusivity in their
purchases. NEXA targets individuals who prefer a premium experience but at an
accessible price point compared to luxury car brands.

Positioning as a Premium Brand: NEXA’s marketing strategies emphasize the

brand's positioning as a premium, aspirational label. The company’s ads highlight its
modern, sleek vehicles and the elevated customer experience that comes with
purchasing a NEXA car. The positioning is clear: NEXA represents a sophisticated
lifestyle choice, not just a mode of transportation.

Product Strategy

Diversification of Product Range: NEXA offers a diverse range of cars, including

hatchbacks, sedans, and SUVs, all of which align with the premium experience the
brand aims to deliver. The introduction of new models like the Grand Vitara SUV and
the Ciaz sedan helps maintain freshness in the lineup, attracting a wider audience while
keeping the existing customers engaged.

Product Differentiation: NEXA cars feature a combination of modern design,

innovative technology, and premium interiors. Features like advanced infotainment
systems, hybrid engines, and superior safety features differentiate NEXA vehicles from
regular Maruti Suzuki models. The focus on quality materials and attention to design
helps NEXA cars feel truly luxurious.

Price Strategy

Premium Pricing Strategy: NEXA follows a premium pricing strategy that aligns with
its market positioning. Prices for NEXA cars are higher than the mass-market offerings
of Maruti Suzuki, but they remain more affordable compared to luxury car brands such
as Audi or BMW. This strategy positions NEXA in a sweet spot for aspirational
customers looking for a premium experience at a competitive price.

Value Proposition: The value proposition of NEXA lies in its combination of premium
features at an affordable price point, offering consumers a quality car-buying experience
with after-sales services and perks that are typically associated with luxury brands.
NEXA’s after-sales service, extended warranties, and exclusive service packages add
significant value to customers.
Place (Distribution) Strategy

NEXA Showrooms and Network: The NEXA showroom concept is one of the key
components of the brand’s success. These showrooms, which are distinct from regular
Maruti Suzuki dealerships, are designed to provide a premium, customer-centric
experience. The showrooms feature modern designs with clean, minimalist interiors,
where customers can explore the cars in a comfortable, relaxed environment.

Digital Presence and Online Sales Channels: In addition to its physical network,
NEXA has also focused on expanding its digital footprint. The NEXA website and mobile
app allow users to browse the car range, book test drives, and make online bookings,
enhancing convenience and accessibility. The integration of digital platforms with
traditional sales channels creates a seamless customer experience.

Promotion Strategy

Advertising and Media: NEXA uses a mix of traditional and digital advertising
strategies. Television commercials, print ads in premium lifestyle magazines, and online
advertising all help to increase the brand’s visibility. The advertising is often aspirational
in nature, showcasing NEXA’s cars in luxury settings to appeal to the target
demographic.

Influencer and Celebrity Endorsements: NEXA has collaborated with celebrities like
Ranveer Singh to endorse its products. This association with high-profile personalities
not only elevates the brand’s prestige but also connects NEXA with aspirational
customers who see these figures as role models.

Experiential Marketing: Through initiatives like exclusive events, test drives, and
launch parties, NEXA engages its customers beyond traditional advertising. These
events offer consumers a chance to experience the brand firsthand, reinforcing NEXA’s
commitment to premium customer service.

Sponsorships and Partnerships: NEXA sponsors luxury events such as fashion

shows and sports tournaments to further cement its association with sophistication and
elegance. These partnerships help the brand resonate with high-net-worth individuals
who participate in or attend such events.
5. Implementations of NEXA's Marketing Strategies
NEXA Showroom Concept

The NEXA showrooms are the physical manifestation of the brand's premium
positioning. They are designed to offer an immersive, tactile experience, where
customers can interact with the vehicles in a calm, aesthetically pleasing environment.
The focus is on delivering a high-touch experience, with dedicated relationship
managers guiding customers through the purchase process.

Customer Experience Focus

The customer experience is central to NEXA’s marketing implementation. The brand

offers a variety of services that go beyond just selling cars—these include personalized
deliveries, one-on-one consultations, and premium after-sales service. NEXA’s
customer experience strategy is built around trust, convenience, and exclusivity.

Integration of Technology

NEXA integrates technology not only in its vehicles but also in its customer-facing
systems. The NEXA app allows customers to book test drives, access digital brochures,
and even customize cars before making a purchase decision. The use of Augmented
Reality (AR) in showrooms lets customers visualize different car colors and features
before purchasing.

After-Sales Service Strategy

NEXA's after-sales services are integral to its long-term strategy of building customer
loyalty. These services are designed to be convenient and hassle-free, with options for
home delivery, maintenance scheduling, and free service packages for customers. The
goal is to make the ownership experience as seamless as possible.

Focus on Relationship Marketing

NEXA places a significant emphasis on relationship marketing, with programs designed

to keep customers engaged post-purchase. These include loyalty rewards, regular
follow-ups, and personalized services that help create long-lasting bonds between the
brand and its customers.
6. Impact and Results of NEXA's Marketing Strategies
Sales Performance Analysis

NEXA has successfully grown its market share in the premium segment, with steady
sales growth each year. Models like the Maruti Suzuki Baleno and S-Cross have been
key contributors to NEXA’s sales, with the brand experiencing strong demand in urban
and semi-urban markets.

Brand Awareness and Market Perception

NEXA’s marketing strategies have effectively elevated the perception of Maruti Suzuki
as a premium brand. Public perception has shifted, and the NEXA logo is now
associated with quality, luxury, and exclusivity in the Indian automotive market.

Customer Feedback and Satisfaction

Customer feedback shows a high degree of satisfaction with the overall NEXA
experience, particularly in terms of showroom service, car quality, and after-sales
support. However, challenges remain in managing customer expectations in the highly
competitive premium segment.

Awards and Recognition

NEXA’s marketing strategies and its emphasis on customer experience have earned the
brand several awards for excellence in customer service and innovation. These
accolades further reinforce NEXA’s status as a leader in the premium segment.
7. Challenges and Issues Faced by NEXA
Competition in the Premium Car Segment

The premium car segment in India is highly competitive, with brands like Hyundai (with
its Creta and Tucson), Honda (with its Honda City and Civic), and foreign luxury brands
like BMW and Audi competing for the same customer base. NEXA faces the challenge
of maintaining its market share while dealing with increasingly aggressive competition.

Consumer Expectations and Changing Trends

With the rise of digital marketing and social media, customers are now more informed
and discerning than ever before. They expect brands to be transparent, responsive, and
aligned with contemporary trends like sustainability and electric mobility.

Adaptation to Global Marketing Trends

As Indian consumers become more global in their tastes and expectations, NEXA must
continually adapt its marketing strategies to align with international trends. This includes
integrating advanced technology into cars and embracing global design and
sustainability practices.

Maintaining a Consistent Brand Identity

While NEXA has successfully positioned itself as a premium brand, Maruti Suzuki’s
legacy as a mass-market brand creates challenges in maintaining a consistent brand
identity. Balancing these dual brand identities is key to NEXA’s long-term success.

Impact of Economic Conditions on Premium Segments

Economic fluctuations and global disruptions (e.g., the COVID-19 pandemic, inflation)
have impacted consumer spending, especially in the premium car segment. NEXA must
remain agile to navigate these challenges effectively.
8. Recommendations for Future Marketing Strategies
Expansion into New Markets

To maintain growth, NEXA should consider expanding its presence in tier 2 and tier 3
cities, where the demand for premium cars is increasing.

Leveraging Digital and Social Media Marketing

NEXA can enhance its social media presence to engage younger, tech-savvy
customers who are increasingly looking for brands that align with their lifestyle and
values.

Enhancing Customer Engagement through Loyalty Programs

NEXA can introduce more robust loyalty programs to foster customer retention and
increase brand advocacy. Exclusive offers and early access to new models would
further enhance brand loyalty.

Strengthening Sustainability and Green Marketing Initiatives

As consumer preference shifts toward eco-friendly vehicles, NEXA should prioritize

electric and hybrid car offerings. Green marketing could help attract customers who
value sustainability.

Focus on Eco-friendly and Electric Vehicles

NEXA should accelerate its development and promotion of electric vehicles (EVs) to tap
into the growing interest in sustainability and cleaner mobility solutions in India.
9. Conclusion
Summary of Findings

NEXA has successfully established itself as a leading premium brand in India by

focusing on quality, customer experience, and innovative marketing strategies. The
brand has created a distinctive niche by offering a combination of aspirational products,
exceptional service, and cutting-edge technology.

Key Insights and Learnings

 The importance of positioning and differentiation in a competitive market.

 The power of creating a holistic customer experience that goes beyond the
product.
 The value of digital integration in modern marketing strategies.

Final Thoughts

NEXA’s marketing strategies have laid a strong foundation for its growth in India’s
premium automotive market. However, to sustain its position, it will need to stay agile,
continue innovating, and remain attuned to consumer expectations and industry trends.