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In the Name of Allah the All Merciful, the

Most Merciful.

MARKETING PROGRAM OF
SUZUKI SWIFT

Presented By:
Ans Salman
 Presented To:
____________________

GC University Lahore.
 Acknowledgment:
We are very grateful to many people for their help and
encouragement during the project & writing of this report.
We especially want to thank GC University Lahore for
giving us such opportunity to work on it.
 PRODUCT NAME :

“Marketing Program’
Suzuki Swift in Pakistan
 TABLE OF CONTENTS
 VISION & MISSION STATEMENT

 STORY OF SUZUKI

 LAUNCH OF SUZUKI MOTORS IN PAKISTAN

VEHICLES OF SUZUKI MOTORS IN PAKISTAN

LAUNCH OF SUZUKI SWIFT IN PAKISTAN

FEATURES

SPECIFICAIONS OF SUZUKI SWIFT

COMPETITORS OF SUZUKI SWIFT

 4 P's OF SUZUKI SWIFT

ADVERTISING CAMPAIGN
 OUR VISION
To be Excellent All Around.

OUR MISSION
To provide automobile of international quality at
competitive price
To improve skills of employees by imparting
training and inculcating in them a sense of
participation
To achieve maximum indigenization and promote
the automobile vending industry
To contribute to Pakistani society through
development of industry in general and
automobile industry in particular
 STORY OF SUZUKI
Born in 1887, Michio Suzuki grew up in Hamamatsu, a small, central seacoast village about 120
miles from Tokyo. The place, and the boy, was steeped in the tradition of the region's famed textiles,
looms and woodworking. Suzuki became a carpenter and in 1909, at age 22, founded Suzuki Loom
Works to build his break-through pedal-driven wooden loom.

His sights set on the nation's renowned silk industry, Suzuki created more and more sophisticated,
complex, yet user-friendly looms. His business boomed.

In 1920, and in his prime, Suzuki grew his small family business into a firm for the new century,
creating the Suzuki Loom Manufacturing Company. Its goal: produce textile looms that would far
surpass the innovation and quality of his competitors. Within two years the young firm became one
of the largest loom manufacturers in Japan and Suzuki began exporting his popular machines to
Southeast Asia and India. Suzuki's response was so dynamic that the loom company expansion of
1920 is considered the foundation of today's Suzuki Motor Corporation.

Suzuki's looms were built to last. That meant demand could not keep pace with his company's
potential for growth. Suzuki knew he needed to try something fresh. In response, he did what has
since become a company hallmark: he took a hard look at what the people—his neighbors and his
customers—most needed. What he found was a lack of inexpensive, reliable transportation.

Back at the drawing board, Suzuki designed a prototype vehicle. But before manufacture could
begin, the world war overwhelmed domestic concerns.

Post-war chaos nearly wrecked the Suzuki Loom Manufacturing Company. But the need in Japan for
reliable, affordable personal transportation had become greater than ever. And now it was Suzuki's
son's turn to look at the business horizon.

What Shunzo Suzuki did was design a unique motor that could be attached to a bicycle.

His square-shaped motor powered the cycle through the regular pedaling chain. But the design also
allowed the rider to free-wheel while the engine was running, pedal-assist the motor or disconnect
the motor completely.
This ingenious operating system was a hit at the nation's patent office; the new democratic
government gave Shunzo Suzuki a subsidy to continue his research into motorcycle engineering.

The "Power Free" motorized bicycle built entirely by the Suzuki company—down to the carburetor
and flywheel magneto—took the road in 1952. It was inexpensive and simple to maintain. The very
next year, Suzuki took the first of countless racing victories when the 60cc "Diamond Free" won its
class in the Mount Fuji Hill Climb.

The company soon officially changed its name to the Suzuki Motor Co., Ltd. In 1955, Suzuki
followed its success in motorcycles by marketing the Colleda, and creating its first mass-production
automobile, the "Suzulight." It was Japan's first lightweight car.

Again showcasing the family's—and the company's—penchant for innovation and affordability of its
products, the car opened the way for the motorization of Japan and helped usher in the Japanese era
of light-weight cars. The Suzulight included front-wheel drive, four-wheel independent suspension
and rack-and-pinion steering—features that would not become common until a half-century later.

Jitsujiro Suzuki, the company's third president, said the trust of the shop owners who sold his firm's
vehicles and of the people who bought them were the inspiration for his firm's commitment to build
"value-packed products" that met customer's needs at a reasonable price.
In 1963, the firm brought its innovative, inexpensive, lightweight motorcycle lineup to the United
States. Today, Suzuki is one of the world's "Big Four" motorcycle makers delivering a range of
advanced street, off-road and championship-winning machines.

Many years later in 1983 the company was the "first on four wheels®" when it introduced the first
four-wheeled ATV, the QuadRunner LT125.

Two years later, Suzuki brought its automobile line to the United States for the first time. No other
Japanese company sold more cars in the United States in its first year than Suzuki.

Hundreds of thousands of Americans looking for tough, sporty yet practical transportation snapped
up Suzuki's revolutionary SUVs. Some of those original 4X4s, scraped, scratched and dusty, can still
be found rolling on rugged off-road trails across the country.

By the 1980s, with Osamu Suzuki in the president's chair, the company pushed forward its strong
commitment to social responsibility. Besides promoting efforts to reduce pollution, Suzuki urged his
industry to take part in the economic development of the countries in which their products were built
and sold. He believed his company has a duty "to enrich the lives of their people."

In 2000, Automotive News named Suzuki the fastest-growing Japanese auto company in America.
The company quickly followed up by introducing America's first affordable seven-passenger SUV,
the Suzuki XL-7.

Within five years Suzuki launched its line of Verona and Forenza sedans, the versatile Reno and
fully-loaded Forenza Wagons.
With the imaginative 2006 Grand Vitara Suzuki proved that it is possible to mix sophistication and
ruggedness in an SUV without a premium price tag.

Today the Suzuki Motor Corporation holds a place as a multinational corporation specializing in the
manufacture of automobiles, a full range of motorcycles, and the All-Terrain Vehicles it pioneered,
outboard marine engines, wheelchairs and a variety of other small internal combustion engines.

More than 45,000 Suzuki people worldwide now create and distribute their work in over 120
countries. Worldwide Suzuki Automotive sales now reach over 2 million each year, surpassing the
sales of many other renowned companies such as BMW, Mercedes and Saab. Additionally more
than 2.5 million motorcycles and ATVs are sold each year. Sales of the Suzuki's outboard motors
also continue to grow.

In 2007, the company combined its traditional Suzuki reliability, safety and value with the added
luxury and performance Americans require creating the new XL7, the first Suzuki designed
exclusively for the North American market. It delivers as standard a 252-horsepower V-6 engine
along with available 7-passenger seating and all-wheel drive. Available luxury items like a rear seat
DVD entertainment system or an available touch-screen navigation system allows consumers to have
a Suzuki that fits their own "Way of Life!"

One year later, the SX4 Sport was introduced. This model extended the SX4 line from the original
SX4 Crossover, bringing Suzuki's award winning handling capabilities from the Swift (European
Car of the Year) to the U.S. market. Having wowed journalists and hundreds of thousands of drivers
throughout the world, the Swift's sporty character is embodied in the SX4 Sport. But the appeal did
not stop at the track as it offered bold youthful styling along with a generous list of standard features.
SX4 Sport represents a core model for Suzuki that has a distinct personality from the competition.
Now, with the unveiling of the all-new 2010 Kizashi, American Suzuki Motor Corporation's
automotive operations continues to match the standard set nearly a century ago by the brilliant,
forward-thinking son of a cotton farmer, Michio Suzuki.

LAUNCH OF SUZUKI MOTORS IN

PAKISTAN
Following the terms of the Joint Venture Agreement between Suzuki Motor Corporation of Japan
(SMC) and Pakistan Automobile Corporation (PACO), Pak Suzuki Motor Company Limited
(PSMCL) was incorporated as a public limited company in August 1983.[15]

The new company assumed the assets, including production facilities ,of Awami Autos Limited.
PSMCL started commercial operations in January 1984 with the primary objective of passenger cars,
pick ups, vans and 4x4 vehicles.

The groundbreaking ceremony of the company’s green field automobile plant at Bin Qasim was
performed by the then prime Minister of Pakistan in early 1989.

On completion of first phase of this plant in early 1990, in-house assembly Suzuki engines started.
The new plant was completed in 1992, and Suzuki production was transferred to new plant — and
three box 1300 cc Margalla car was also added to its range of production.

In September 1992 the company was privatized and placed directly under the Japanese Management.
At the time of privatization SMC increased its equity from 25% to 40% Subsequently, SMC
progressively increased its equity to 73.09% by December 31, 2001.

The Bin Qasim Plant further expanded its production capacity to 50,000 vehicles per year in July
1994 and 300,000 vehicles had been manufactured at this plant by December 2003.

Today Paksuzuki has one of the most modern automobile manufacturing plants in South Asia and
currently exports its cars to countries like Bangladesh, Ghana, Nigeria & Maldives.

Vehicle of SUZUKI Motors in

Pakistan
  RAVI PICK UP
 LIANA

 CULTUS  APV

 ALTO  JIMNY

 MEHRAN  SWIFT

 BOLAN
VAN
 LAUNCH OF SUZUKI SWIFT
“The launch will directly compete with major players in this category i.e. Honda City (Honda Atlas)
and Toyota Corolla (Indus Motors)”, an auto expert said in his comments. The company believes
that the new model will cater the local market needs with powerful engine capacity in the hatchback
category.

The PSMC is ambitious on its future prospects as it is targeting to achieve 1 percent market share in
overall car sales next year.

Besides this, the company also shared the expected sales numbers for the month of December 2009.

The analyst Furqan Punjani of Topline Securities said the model was a great success in India due to
its cheaper price and better fuel efficiency and consumers in Pakistan largely prefer hatchback
vehicles.

During last 3 years, average 52 percent of the total cars were sold in the hatchback category, which
includes 800cc and 1000cc cars.

The PSMC is targeting the market between the 1000cc (with hatchback) and 1300cc (Sedan look)
category, however, the competition will be stiff as this segment is already crammed by two major
competitors, Toyota Corolla (with 69 percent of market) and Honda City (17 percent share) in the
Sedan category.

He said with Liana loosing market share in the 1300cc segment, the new model would support
overall market share of the company. However, much depends on the pricing of the new model.

Pricing will be the key: If the prices in the 1300cc segment are analysed, showroom price of Toyota
Corolla (Xli) is Rs 1.26 million followed by City Rs 1.23 million and Liana Rs 1.1 million.

Moreover, if compared with one notch lower category segment (i.e. 1000cc), average price of Alto
and Cultus is Rs 598,000 and Rs 765,000, respectively. Experts believe the price of Swift could be
approx. Rs 900,000 to Rs 1 million.

December sales expected to be around 5000 units: The company believes that it could sale around
5000 units in the ongoing month which will translate into a decline of 7.5 percent MoM due to year
end affect and a robust growth of 122 percent YoY primarily led by low base affect.

Thus, cumulative sales during 1HFY10 would be around 31,379 units, down 4.15 percent YoY.
However, company expects significant turn around in the sales growth in 2HFY10 due to low base
affect. Last fiscal (Jan-June 2009), Pak Suzuki sold on an average 2,426 cars per month which is
significantly lower than existing monthly car sales.

The PSMC expects annual sales of the company to grow by 33 percent to 67,000 in FY10 as
compared to 50,000 cars sold last year.
 FEATURES
The new Suzuki Swift is a compact car that’s based on a fresh approach to design and development,
delivers a driver and passenger experience that’s aimed at placing it in a class of its win, and has true
worldwide appeal. It is the beginning of Suzuki’s new world-strategy.
The new Swift embodies a new, globally oriented approach to Suzuki car-making.From the very
beginning of the new Swift’s development programme, a dedicated team of Suzuki designers and
engineers collaborated extensively with European automotive professionals and ordinary motoring
enthusiasts in pursuit of Suzuki’s best compact car ever.
But the new Suzuki Swift is not merely a European-inspired compact car built to Suzuki standards;
it’s a whole new departure in Suzuki design; one that embodies the unique DNA of a company
whose success as a compact-car developer is paralleled by a position as the world’s top motorcycle
brand.
The new Swift is more eye-catching, more spacious, more refined, more user-friendly, and a whole
lot more enjoyable to drive than anything else in the compact-car category. And it gives an exciting
glimpse of the new ideas and design approaches that will shape Suzuki models in years to come.

With success stories in countries across the globe, the new Suzuki Swift has embarked its journey in
Pakistan. From the very beginning of the new Swift’s development programme, a dedicated team of
Suzuki designers and engineers collaborated extensively with automotive professionals and motoring
enthusiasts in pursuit of Suzuki’s best compact car ever. Suzuki on track of its radical programme of
innovation, to reaffirm and strengthen Suzuki’s position as a leader and innovator in compact car
segment and to yield vehicles that embody unique position of company being market leader in
automobile industry. In pursuit of this and satisfying market need of a compact car with latest
technology which also meets international mark; Suzuki Engineers went into relentless effort to
come up with new Suzuki Swift and modify it according to the needs and requirement of Pakistani
customer. New Suzuki Swift has short yet impeccable history of Success, rewards and accolades.
With Car of the year awards in Australia and New Zealand, Asian countries like Japan, China and
India and European countries such as Belgium, Spain, Ireland and United Kingdom; and marked
century of awards in other criteria, new Suzuki Swift is continuing its journey of success in Pakistani
Market.

Some of the salient features of the new Suzuki Swift 2010 model are the following:

Exterior of Suzuki Swift

1) Halogen Headlamps

2) Front Fog lamps

3) Matching powered side mirrors.

4) Stylished Chrome front grill

5) Rear Brake Lamp

6) Large and Wide Rear bumpers

 Interior of Suzuki Swift

1) Quality Audio Player (CD player with MP3 playback/cassette/FM-AM tuner, 24-bit-resolution-
DAC, multicolor display with remote control)

2) Sporty Steering

3) 5-Speed Manual Transmission gear with Driver orientation

4) Removal Ashtray between the front two seats

5) Chromed Door handle

6) Sporty and Easy to Read Instrument panel

Performance of Suzuki Swift

Quiet Cabin

Floor panels that are free of beads are combined with high-damping efficiency asphalt sheets to keep
floor panel vibration to a minimum. The driver and passengers enjoy an exceptional smooth, quite
ride even on rough road surfaces.

Low Wind Noise

A drag coefficient of only 0.32 is realized by aeroparts such as front airdam, by the spoiler-type
shape of the tailgate’s tailing edge, and by airflow-smoothing door mirrors. The high aerodynamic
efficiency promotes cabin quietness by minimizing wind noise.

Electronic Power Steering

To enhance driving experience and to provide with efficient controlling ability, swift is equipped
with technology of Electronic Power Steering (EPS). EPS put lesser load on engine, requires no
periodic maintenance and is vehicle speed sensitive. Thus it will help you with better fuel economy,
lower maintenance cost and better control on your swift.

Interior of New Suzuki Swift

 Specifications of SUZUKI SWIFT
Model name Swift
Body Type Hatchback
Engine Petrol Diesel
1.3L 1.5L VVT 1.3L DDiS
Drive system 2WD
Number of doors 3/5
DIMENSIONS
Overall length mm 3,760
Overall width mm 1,690
Overall height mm 1,500
Wheelbase mm 2,380
Tread Front mm
1,470 / 1,480
Rear mm
Minimum turning radius m 4.7
Minimum ground learance mm 140
CAPACITIES
Seating capacity persons 4(3-door), 5(5-door)
Fuel tank capacity litres 45
ENGINE
Type M15A VVT
M13A(1,328) D13A(1,248)
(1,490)
Valve arrangement DOHC-16V DOHC-16V DOHC-16V
Maximum output kW/rpm 68 / 5,800 75 / 5,900 55 / 4,000
Maximum torque N・ 190 / 1,750-
116 / 4,200 133 / 4,100
m/rpm 2,250
Fuel distribution Multipoint injection Direct injection
TRANSMISSION
type 5MT/automated
5MT/4AT 5MT
MT
CHASSIS
Brakes(Front) Ventilated disc
Brakes(Rear) Drum, leading & trailing
Suspension(Front) MacPherson strut & coil spring
Suspension(Rear) Torsion beam & coil spring
Tyres 165 / 70R14 165 / 70R14
185 / 60R15
185 / 60R15 185 / 60R15
WEIGHT
Kerb weight M/T (min.)/(with full 3D: 1,045 /
3D: 980 / 1,040
options) 3D: 970 / 1,030 1,105
Kg 5D: 1,000 /
5D: 980 / 1,050 5D: 1,065 /
1,060
1,125
PRICE
Rs.999,000/-
 COMPETITORS OF SUZUKI SWIFT

1. Toyota Motor Corporation

Toyota Corolla XLI 1300cc

Toyota Vitz 1300cc (Imported)

2. Honda Motor Co., Ltd.

Honda City 1300cc

3. Hyundai Motor Company

Hyundai Santro 1000cc

4. Chevrolet Pakistan

Chevrolet Spark LS 796cc

 4P’s OF SUZUKI SWIFT

PRODUCT
The Suzuki Swift is fully loaded with a range of exciting new features. It's a perfect complement to
your evolved tastes and lifestyle. And the best way to take your driving pleasure to a brand-new
high.European Styling. Japanese Engineering. Dream-Like Handling.
The new Swift is a generation different from Suzuki design. Styled with a clear sense of muscularity,
its one-and-a-half box, aggressive form makes for a look of stability, a sense that it is packed with
energy and ready to deliver a dynamic drive.Its solid look is complemented by an equally rooted
road presence and class-defining ride quality. New chassis systems allow for the front suspension
lower arms, steering, gearbox and and class-defining ride quality. New chassis systems allow for the
front suspension lower arms, steering, gearbox and rear engine mounting to be attached to a
suspension frame. You get lower road noise, and a greater feeling of stability as you sail over our
roads with feather-touch ease.
3 assist grips, 3 spoke urethane steering wheel, antenna, cabin light (3 position), console box (lower),
cup holders (front 2, rear1), front door trim pockets, green tinted glass window, halogen headlamps,
headlamp leveling device, heater and manual Air conditioning, OVRM (internally adjusted), rear fog
lamps, wind screen wiper 2 speed plus 1 speed intermittent, tailgate opener key type, trip meter
(digital display), sun visors (both sides), brake assist , child lock (rear door), high mounted stop
lamp, power steering, rear seat belts etc. are the features available in this model.

Special features that have made this model more market friendly are rear window demister, rear
parcel shelf, rear window wiper, room lamp and luggage room, keyless entry, dual front airbags,
colored outside door mirror cowls, colored outside door handles, 12v accessory socket in luggage
room, driver seat height adjuster, central door locking (5 doors), seat belts 3-point ELR with
shoulder adjusters, seat belts front 3-point ELR with pretensioning,tailgate opener electromagnetic
type etc.

PRICE
Pak Suzuki is expected to take Toyota and Honda heads on with the pricing of their upcoming
Suzuki Swift car. After launching car for the masses since so many years, Pakistan's largest
automobile manufactureris now targeting the premium segment with their latest model from the
Suzuki’s stable. The analysts predict the pricing of this premium hatchback to start from
Rs.999,000/-. This price range would practically rip apart Hyundai’s offering in Santro, Honda City,
Toyota XLI and Toyota Vitz (Imported). All the companies are known for their value based
offerings and Pak Suzuki with their extensive service network and brand reputation for making
reliable cars should get the customer’s nod over their competition.

PROMOTION
When PAK SUZUKI launched the Swift in mid of January 2010, the automotive industry was agog
with expectation that the car had the makings of a real winner. Only one version is launched with the
base variant carrying a retail tag of Rs.999,000/-, ex-showroom and this aggressive pricing only
reinforced this feeling. Initially 500 vehicle are assembled in Pakistan after sale if these units its
100% manufacturing will start at Premises of PAK SUZUKI Motors. The response is very positive
in very beginning they have booked 2700 units with delivery time of 2 to 3 months. The Swift has
made a real impact in the small hatchback segment leaving its closet rival, the Santro and Suzuki's
own car Cultus are far behind.

PLACE
The car manufacturing company, called PAK SUZUKI MOTRO COMPANY LIMITED, is a Joint
Venture Agreement between Suzuki Motor Corporation of Japan (SMC) and Pakistan Automobile
Corporation (PACO), Pak Suzuki Motor Company Limited (PSMCL) was incorporated as a public
limited company in August 1983. Suzuki SWIFT have been launch across the Pakistan and
displayed almost all 3S's dealership.
 ADVERTISING CAMPAIGN
Advertising campaign was started before its launch through internet but proper campaign was started
at the time of launch by utilizing almost all source like TV adds on all channels, Full Page add on
renown News Papers, Web Site, Brochures, Bill Boards, etc.