International Scientific Journal of Engineering and Management

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ISSN: 2583-6129

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RESEARCH ON BRAND ANALYSIS OF NEXA

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RESEARCH ON

BRAND ANALYSIS OF NEXA

SHIVAM URMALIYA

AMITY BUSINESS SCHOOL

AMITY UNIVERSITY, CHHATTISGARH.

Shivamurmalia22@gmail.com

Dr. SHIV JAGGARWAL

ASSISTANT PROFESSOR

AMITY BUSINESS SCHOOL

AMITY UNIVERSITY, CHHATTISGARH.

skjaggarwal@rpr.amity.edu

Abstract

The analysis of NEXA as a Premium Brand is the goal of this study. Maruti Automobile Brands are not regarded as premium brands, as is well known. As the primary target market since the company's founding, the Indian market is seeing significant growth in sales and recognition for the distinctive and prominent Indian brand NEXA. India's top automaker, Maruti Suzuki, has done a great job of holding onto its coveted title for a number of years. Nevertheless, Maruti Suzuki was not expected to control more than 60% of the market when the industry was opened up in the early 1990s.

This business was not without its share of issues, though. Perception was the main problem the organization was dealing with at the time. Maruti's sincere attempt to appeal to a tech-savvy and brand-conscious generation of customers is NEXA, the next generation showroom.


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