A Project Report On Marketing Mix of Automotive Sector

8/4/2015
Aprojectreportonmarketingmixofautomotivesector
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http://www.slideshare.net/hemanthcrpatna/aprojectreportonmarketingmixofautomotivesector
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Projectsformba.blogspot.comAUTOMOTIVESinceproductisacar,packagingmightnotbeofmuch
importance.Carsu...
Projectsformba.blogspot.comAUTOMOTIVEAfterlaunchingcarsforthemassessincesomanyyears,Indias
largestau...
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Projectsformba.blogspot.comAUTOMOTIVEWhenMarutiUdyoglaunchedtheSwift,theautomotive
industrywasagogwith...
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Projectsformba.blogspot.comAUTOMOTIVEchannels.Majormusicandsportschannelspromoteandthey
reachouttoth...
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Projectsformba.blogspot.comAUTOMOTIVEBanners,neonsignsHoardings,banners,neonsignsare
displayedatclubs,...
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Projectsformba.blogspot.comAUTOMOTIVEasalittlesportierwhichisthemainreasonthatitisforyoung
people...
Projectsformba.blogspot.comAUTOMOTIVESomeotherSalesPromotiontechniqueusedbythecompanyis
theFestivalSeas...
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Projectsformba.blogspot.comAUTOMOTIVE33Projectsformba.blogspot.com
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Projectsformba.blogspot.comAUTOMOTIVEPERSONALSELLING34Projectsformba.blogspot.com
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Projectsformba.blogspot.comAUTOMOTIVEPersonalSellinglargelytakesplaceattheDealersEnd.The
waythecusto...
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Projectsformba.blogspot.comAUTOMOTIVEGMIhaslaunchedseveralindustryfirstprogramssuchasOpel
ClubCardfaci...
Projectsformba.blogspot.comAUTOMOTIVEPublicRelationsPrelaunchexcitementandbuzzwascreatedby
afullblown...
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Projectsformba.blogspot.comAUTOMOTIVETataat29thBangkokInternationalMotorShow2008The
positioningwasstren...
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Projectsformba.blogspot.comAUTOMOTIVEMARUTISWIFTThecarmanufacturingcompany,called
MarutiSuzukiAutomobile...
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Projectsformba.blogspot.comAUTOMOTIVETherearevarioustypesofpeopleinanyOrganization.The
varioustypesof...
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Projectsformba.blogspot.comAUTOMOTIVEOccupation:BusinessClassorHighLevelServiceExecutives
...
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Projectsformba.blogspot.comAUTOMOTIVESCORPIOInfrastructureThirtyfiveshowroomsacrossthe
countrywereredoneenti...
Projectsformba.blogspot.comAUTOMOTIVETheshowroomrevampwascenteredontheintentiontoprovide
auniformcust...
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Projectsformba.blogspot.comAUTOMOTIVEPoorfirmsignoretheircompetitorsaveragefirmscopytheir
competit...
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Projectsformba.blogspot.comAUTOMOTIVEAUDIisreplyingtheBMWadvertisementAlongwithAUDI
andBMW,SUBARUandBEN...
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Projectsformba.blogspot.comAUTOMOTIVESCORPIOSincetheScorpiowastargetedatanurbanclienteleit
neededastro...
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Projectsformba.blogspot.comAUTOMOTIVEDISTRIBUTIONCHANNELOFHYUNDAISTOCKIST...
Projectsformba.blogspot.comAUTOMOTIVE STRENGTHS WEAKNESSES OPPURTUNITIES

THREATSSTRENGTHSTheQuality...
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Projectsformba.blogspot.comAUTOMOTIVEIntheJ.D.PowerCSIStudy2004,MarutiSuzukiscoredthe
highestacrossa...
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Projectsformba.blogspot.comAUTOMOTIVELeadingGrowthAsthemarketleader,yourcompanyledthe
growthinthepa...
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Projectsformba.blogspot.comAUTOMOTIVETataMotorsLimitedInthe2004fiscalyear,TataMotors
generatedrevenuesof$3,...
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Projectsformba.blogspot.comAUTOMOTIVEINTRODUCTIONThefeelingoffreedomandbeing...
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Projectsformba.blogspot.comAUTOMOTIVEslot.ThefirstJapanesemotorcycleswereintroducedintheearly
eighties.TV...
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Projectsformba.blogspot.comAUTOMOTIVEKeyplayersintheTwowheelerIndustryTherearemanytwo
wheelermanufacturer...
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Projectsformba.blogspot.comAUTOMOTIVESEGMENTATIONOFTWOWHEELERATwoWheeler
SectorSubSegmentinginthethreeSe...
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Projectsformba.blogspot.comAUTOMOTIVESegmentwiseAnalysisofIndianTwoWheelerMarketSegment
Description...
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Projectsformba.blogspot.comAUTOMOTIVEA3Scooterwith12%1%27....
Projectsformba.blogspot.comAUTOMOTIVEWiththerisinglevelsofpercapitaincomeofpeople,theIndian
twowheele...
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Projectsformba.blogspot.comAUTOMOTIVElaunchedbymanufacturersduringthisperiod,fillingupallprice
point...
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Projectsformba.blogspot.comAUTOMOTIVECreationofDistributionInfrastructureLeadingcompaniesneed
toensuret...
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Projectsformba.blogspot.comAUTOMOTIVEsoldover15millionmotorcyclesandhasconsistentlygrownat
doubledigit...
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Projectsformba.blogspot.comAUTOMOTIVEHeroHondaenjoysasignificantbrandpremium.Itsaggressive
pricingst...
Projectsformba.blogspot.comAUTOMOTIVECASESTUDYOFHEROHONDAHUNKHeroHondanew
Bikehunklaunchedwithanewfe...
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Projectsformba.blogspot.comAUTOMOTIVEReiteratingthatunlikeBajaj,whichisexitingthe100cc
segment,Munjalsai...
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Projectsformba.blogspot.comAUTOMOTIVETherearemorethan1000committeddealers&serviceoutlets
spreadacrossth...
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Projectsformba.blogspot.comAUTOMOTIVEADVERTISINGSTRATEGYHeroHondaiscurrentlythe
numberonecompanyinterms...
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PrintaddsProjectsformba.blogspot.comAUTOMOTIVEGlamour69Projectsformba.blogspot.com
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Projectsformba.blogspot.comAUTOMOTIVESomeoftheEventsSponsoredDuringtheYears2000 NKP
SalveChallengerTr...
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Projectsformba.blogspot.comAUTOMOTIVEIntodayscenarioinIndiarockcultureisbecomingverypopular
amongyoungster.T...
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Projectsformba.blogspot.comAUTOMOTIVECRICKETERSHeroHondapromoteshiscricketersbrand
ambassadorsasaTeamAmbi...
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Projectsformba.blogspot.comAUTOMOTIVEHeroHonda,throughtheadvertisements,hopestocommunicate
thebrandidenti...
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Projectsformba.blogspot.comAUTOMOTIVEHeroHondaIndiasnumberonetwowheelerinsales.Nowthis
bigcompanyisro...
Projectsformba.blogspot.comAUTOMOTIVE3.Itstandsonitsfeetevenatspeedsreachingupto130
kmph.S.W.O.T....
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Projectsformba.blogspot.comAUTOMOTIVEHighMaintenance:ThemaintenanceofKarizmaishighas
comparedtoitsbi...
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Projectsformba.blogspot.comAUTOMOTIVES.W.O.T.ANALYSISOFCOMPETITOR(BAJAJPULSAR
220cc)STRENGTHSPulsar220cc...
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Projectsformba.blogspot.comAUTOMOTIVEWEAKNESSStyleandDesign:PULSAR200ccand220cc
derivestheirstyling...
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Projectsformba.blogspot.comAUTOMOTIVEthecountry.Itstheretailexperienceadedicatedbikerfeelswhen
heor...
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Transcriptof"Aprojectreportonmarketingmixofautomotivesector"
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1. 1.Projectsformba.blogspot.comAUTOMOTIVEPROJECTREPORTOnMARKETINGMIXOF
AUTOMOTIVESECTORSubmittedinthepartialfulfilmentoftherequirementFortheawardofdegree
ofMASTEROFBUSINESSADMINISTRATION(MBA)ToUNIVERSITYBUSINESS
SCHOOLPANJABUNIVERSITYREGIONALCENTRE,LUDHIANASUPERVISEDBY:
SUBMITTEDBY:1Projectsformba.blogspot.com
2. 2.Projectsformba.blogspot.comAUTOMOTIVE2Projectsformba.blogspot.com
3. 3.Projectsformba.blogspot.comAUTOMOTIVEACKNOWLEDGMENTSWordsfailustoexpressour
deepsenseofgratitudetoourreveredsupervisor,UniversityBusiness
School,whoseeruditeguidanceandsupervisionhavemadethisworkpossible.Weareverythankfulfor
thisvaluableguidanceandconstantencouragementduringthepreparationofthisproject.Wearehighly
thankfultoallothermembersofdepartmentofUBS(PURC)fortheirsuggestionsandkindcooperation
inthisprojectwork.Wewouldliketothankalltherespondentswhoseresponseswereofgreat
importancefortheproject.3Projectsformba.blogspot.com
4. 4.Projectsformba.blogspot.comAUTOMOTIVEOBJECTIVEOFTHISSTUDYThisstudyisdonein
keepingfollowingobjectivesinview: Tofindoutthepresentstatusoftheautomobileindustriesin
India. Tostudythemarketresearchoftheautomobileindustries. Tostudythedistributionand
marketingstrategyadoptbyautomobileindustries. Toenhanceouranalyticalskillsinthefieldof
practicalapplicationofMarketingThemarketerswatchwordsarequality,service,andvalue.PHILIP
KOTLER4Projectsformba.blogspot.com
5. 5.Projectsformba.blogspot.comAUTOMOTIVECONTENTSS.NO.PARTICULARSPAGENO.1
OVERVIEW062MARKETRESEARCH153MARKETENVIRONMENT164SEGMENTATION185
TARGETMARKET206NICHEMARKET227MARKETMIX238PRODUCTMIX259PRICE3210
PROMOTION3311PLACE4412PEOPLE4513PHYSICALEVIDENCE4614PROCESS4815
DEALINGWITHTHECOMPETITION4916DISTRIBUTIONCHANNELS5117THEVALUE
CHAIN5218SWOTANALYSISOFMARUTIUDYOGLTD.5319PRODUCTLIFECYCLE5620
INTRODUCTIONOFTWOWHEELER5821KEYPLAYERINTWOWHEELERINDUSTRY6022
SEGMENTATIONOFTWOWHEELER6123KEYDRIVERSOFTHEINDIANTWOWHEELER
6324HEROHONDAPROFILE6625MARKETMIXOFHEROHONDA6826CASESTUDYOF
KARIZMA7827SWOTANALYSISOFKARIZMA7928SWOTANALYSISOFCOMPETITIOR
(BAJAJPULSAR220)8129MARKETINGMIXOFKARIZMA8430CONCLUSION8931
BIBILIOGRAPHY905Projectsformba.blogspot.com
6. 6.Projectsformba.blogspot.comAUTOMOTIVEOVERVIEWOFAUTOMOTIVESECTORThe
industryisestimatedtobeaUS$34billionindustrywithexportscontributing5percentoftherevenues.
ThegrowthoftheIndianmiddleclasswithincreasingpurchasingpoweralongwiththestronggrowthof
theeconomyoverthepastfewyearshasattractedglobalmajorautomanufacturerstotheIndianmarket.
Moreover,IndiaprovidestrainedmanpoweratcompetitivecostsmakingIndiaafavouredglobal
manufacturinghub.TheIndianautomobileindustryisgoingthroughatechnologicalchangewhereeach
firmisengagedinchangingitsprocessesandtechnologiestomaintainthecompetitiveadvantageand
providecustomerswiththeoptimizedproductsandservices.Thedelicensingofthesectorin1991and
thesubsequentopeningupof100percentforeigndirectinvestment(FDI)throughtheautomaticroute
markedthebeginningofanewerafortheIndianautomotiveindustry.Sincethenalmostalltheglobal
majorautomobileplayershavesetuptheirfacilitiesinIndiatakingthelevelofproductionofvehiclesfrom
2millionin1991to10.83millionin200708.StagnationoftheautosectorinmarketssuchasEurope,
USandJapanontheother,haveresultedinshiftingofnewcapacitiesandflowofcapitaltotheIndianauto
industry.TheIndianautomobileindustryhasbeengrowingattherateof1527percentoverthepastfive
years.Intwowheelersindustry,Indiancompaniesarethelargestmanufacturersintheworld.Bikesarea
majorsegmentintheindustry,theothertwobeingscootersandmopeds.Moreover,Indiancarmakersare
earningacclaimworldwide.Thehomegrownautomaker,MarutiSuzukihasemergedasthefourthmost
reputedamongautocompaniesintheworld,evenaheadofitsparentSuzukiMotorCoofJapan,according
totheGlobal200:TheWorldsBestCorporateReputationslist,compiledbyUSbasedReputation
Institute.6Projectsformba.blogspot.com
7. 7.Projectsformba.blogspot.comAUTOMOTIVEEVOLUTIONOFTHEINDIAN
AUTOMOBILEINDUSTRY7Projectsformba.blogspot.com
8. 8.Projectsformba.blogspot.comAUTOMOTIVEPre19831983199319932007ClosedmarketGrowth
ofmarketlimitedbysupplyOutdatedmodelsPlayersHindustanMotorsPremierTelcoAshok
LeylandMahindra&MahindraSuzuki,JapanandGOIjointventuretoformMarutiUdyogJoint
ventureswithcompaniesincommercialvehiclesandcomponentsPlayersMarutiUdyogHindustan
MotorsPremierTelcoAshokLeylandMahindra&MahindraDelicensingofthesectorin1993
GlobalmajorOEMsstart8assemblyinIndiaProjectsformba.blogspot.com
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9. 9.Projectsformba.blogspot.comAUTOMOTIVELEADINGPLAYERSANDSEGMENTSINWHICH
THEYOPERATEManufacturerSegmentsAshokLeylandLCVs,M&HCVs,BusesAsianMotorWorks
M&HCVsAtulAutoThreewheelersBajajAutoTwoandThreeWheelersBMWIndiaCarsand
MUVsDaimlerChryslerIndiaCarsEicherMotorsLCVs,M&HCVs,BusesElectrothermIndiaElectric
TwoWheelersFiatIndiaCarsForceMotorsThreeWheelers,MUVsandLCVsFordIndiaCarsand
MUVsGeneralMotorsIndiaCars&MUVsHeroHondaMotorsTwoWheelersHindustanMotorsCars,
MUVsandLCVsHondaTwoWheelers,CarsandMUVsHyundaiMotorsCarsandMUVsKineticMotor
TwoWheelersMahindra&MahindraThreeWheelers,Cars,MUVs,LCVsMajesticAutoThree
WheelersMarutiSuzukiCars,MUVsPiaggioThreeWheelers,LCVsRevaElectricCarCo.Electric
CarsRoyalEnfieldMotorsTwoWheelersScootersIndiaThreeWheelersSkodaAutoIndiaCarsSuzuki
MotorcyclesTwoWheelersSwarajMazdaLtd.LCVs,M&HCVSs,BusesTataMotorsCars,MUVs,
LCVs,M&HCVs,BusesTatraVectraMotorsM&HCVsToyotaKirloskarCars,MUVsTVSMotorCo.
TwoWheelersVolvoIndiaM&HCVs,BusesYamahaMotorIndiaTwoWheelers9
Projectsformba.blogspot.com
10. 10.Projectsformba.blogspot.comAUTOMOTIVEMARKETRESEARCHMarketresearchoftenrefersto
eitherprimaryorsecondaryresearch.Secondaryresearchinvolvesacompanyusinginformationcompiled
fromvarioussources,whichisaboutaneworexistingproduct..Primarymarketresearchinvolves
qualitativeresearch(suchasfocusgroupsoroneononeinterviews)andquantitativeresearch(suchas
surveys)aswellasfieldtestsorobservationsconductedforortailoredspecificallytothatproduct.
Primaryresearch,whichisalsocalledfieldresearchororiginalresearch,isusefulforfindingnew
informationandgettingcustomersviewsonproducts.SCORPIOHavingdefinedthecompetitive
framework,thenexttaskundertakenwasthatofanalyzingtheconsumer.ConsumersegmentsofBandC
categorycarbuyerswereanalyzedintermsoftheirexpectationsfromacar,theirperceptionsaboutcars
andtheirrelationship.Proprietarytechniquesofresearch,oftheadvertisingagencyInterface
Communications,likeMind&Mood,ICONandVIPwereusedtounderstandthisconsumer.The
findingswere:*Sizemattersbigsizestandsforstatus*Consumersseeklatesttechnology*Imagerybut
ataffordableprices*ThesheerthrillandpassionofdrivinganSUV*Powerofthevehiclemakesa
statement*Butalongwiththeothers,luxurywasaveryimportantparameter*Internationalvehicles
defineimagerySUVslikePajero,LandCruiserandPradoareseenasurbanvehiclesfortherichand10
11. 11.Projectsformba.blogspot.comAUTOMOTIVEfamousconsumersaspiretoownthesevehiclesasthe
imageryofthesevehicleshasbecomeverydesirable.Consumerswanttoconsumepremiumimageryat
pricesaffordabletothemTheMarketingEnvironmentMarketingenvironmentconsistsoftheactorsand
forcesoutsidemarketingthataffectmarketingmanagementsabilitytobuildandmaintainsuccessful
relationshipswithtargetcustomers.Themarketingenvironmentoffersbothopportunitiesandthreats.The
environmentcontinuestochangerapidly.ThemarketingenvironmentismadeupofMicroenvironment
andMacroenvironment.TheMicroenvironmentconsistsoftheactorsclosetothecompanythataffect
itsabilitytoserveitscustomers.Theseactorsare:thecompany,suppliers,marketingintermediaries,
customermarkets,competitorsandpublics.TheMacroenvironmentconsistsofthelargersocietalforces
thataffectthemicroenvironment.Theseforcesare:demographic,economic,natural,
technological,politicalandculturalforces.GMSTUXXTHEDEMOGRAPHICENVIRONMENTThe
demographicpositionwillbeontheUnitedStates.Since,thetargetmarketisforthemiddleclassitwill
provideaboostforthe32%ofthetotalpopulation.Thisproductwillproduceasuperiorvalueto
customerswhoalwaysvaluethebrand.Also,itwillkeepthepopularityoftheproductattheirtrend.In
thiscase,moreandmorecustomerswillbeabletokeepthisproductifitsatisfiestheircondition.
Additionally,themiddleclassgroupwillbeloyaltothisproductbrandandasgenerationgoesbythis
productwillbethereforever.Ontheotherhand,thisproductisalsodesignedforstudents,andworking
classpeople.Thisisduetothefancyandenvironmentaldesign.11Projectsformba.blogspot.com
12. 12.Projectsformba.blogspot.comAUTOMOTIVEStudentswillbesogratefultohavefancycarwhilethe
workingclassgroupwilltendtoaffordsuchanaffordableenvironmentalcardesign.THENATURAL
ENVIRONMENTThisproductisbasicallydesignedtoreducethecarbonemissionfromfuelsandhelpto
preserveourenvironment.Itisveryimportanttodesignsuchcartohelpdecreasetherateofcarbon
dioxidefromtheairandprovideabetterconditiontotackleglobalwarming.Thiscarwillprovideaboost
tothenaturalenvironmentbecauseitissaferandhasanimagetobefriendliertotheenvironmentitself.In
thiscase,moreandmorepeoplewilltendtobuysuchcartoprotecttheenvironmentbyreducing
thecarbonemissiontotheair.THEECONOMICALENVIRONMENTTheworldisfacingashortageof
fuelandithasbecomeaneconomicalcrisistoeverycountry.Thisisevidenceasthepriceoffuelis
increasingandtheprobabilityofthepriceofabarreltoincreaseatanydayisveryhigh.Therefore,this
productwillhelpcustomerstosavemoneybecauseitconsumeslessfuel.Thefuelconsumptionisoneof
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thebestcriteriabasedonthisproduct.Ontheotherhand,customerswillbeabletosatisfywiththiskind
ofproductbecauseitisnottooexpensiveandeverybodyhastheprivilegetoaffordone.Thisproductwill
satisfythesuperiorvalueofalldifferentcustomerssinceithasaverygooddesigntosolvetofuel
shortage,lessexpensive,andcanbeaffordabletoanyone.THETECHNOLOGICAL
ENVIRONMENTThefastestgrowingofinformationtechnologyhelpsthisproducttobeatitsbest.
Itsdesignisbasicallyprovidedwiththehelpofinformationtechnology.Lookingatitsdesign,thisproduct
benefitsalotfromthetechnologicalsectors.Thisprovesthatthisproductisfavourabletothe
environment.Also,thisproductcanbemodifiedorevenupgradedtothestandardwhereitwillbesuitable
atanyenvironmentalcondition.The12Projectsformba.blogspot.com
13. 13.Projectsformba.blogspot.comAUTOMOTIVEInformationtechnologyisveryeffectiveinlettingthis
producttobeveryefficient.Inthiscase,ithelpscustomerstosatisfythiskindofproductinthis
technologicalenvironment.THESOCIALANDCULTURALENVIRONMENTItisbelievedthat
protectingtheenvironmentisagreatconcern.Therefore,thisproductispurposelydesignedtobe
environmentallyfriendly.Asaresult,mostpeopleintheUnitedStatesandelsewherearewillingtooffer
suchkindofproducttosavetheenvironment.Ifmoreandmorepeoplearekeentobuysuchkindof
productthentheenvironmentwouldbesafeatanycost.Consequently,peoplewillbemoresupportiveto
savewhatisbestforthecommunitiesandtheenvironment.SEGMENTATIONAmarketsegment
consistsofagroupofcustomerswhoshareasimilarsetofwantsThemarketerdoesnotcreatethe
segmentsthemarketerstaskistoidentifythesegmentsanddecidewhichone(s)totarget.Segment
marketingoffersseveralbenefitsovermassmarketing.Thecompanycancreateamorefinetunedproduct
orserviceofferingandpriceitappropriatelyforthetargetsegment.Thecompanycanmoreeasilyselect
thebestdistributionandcommunicationchannels,anditwillalsohaveaclearerpictureofitscompetitors,
whicharethecompaniesgoingafterthesamesegment.Inthecontextofautomotivesector,wewouldbe
classifyingitinthefollowingways: BASEDONTHEPRICEOFTHECAR BASEDONTHE
LENGTHOFTHECAR13Projectsformba.blogspot.com
14. 14.Projectsformba.blogspot.comAUTOMOTIVE BASEDONTHEUSERSEGMENTBASEDON
THEPRICEOFTHECAROnthebasisofpriceofcarwecansegmentthecarinfollowingways:
EconomySegmentoTheeconomysegmentofcarrangesuptoRs.2.5lacs.Theproductsinthssegment
areMaruti800,AltoandthenewlylaunchedproductofTATAmotorsi.e.NANO. MidSizeSegment
oThemidsizesegmentofcarrangesfrom2.5lacsto4.5lacs.ItincludestheproductslikeHyundai
santro,Marutizen,TataIndicaetc. LuxurycarsegmentoTheluxurysegmentofcarrangesfrom4.5
lacsto10lacs.ItincludestheproductslikeHondacity,HyundaiVerna,MahindraScorpioetc. Super
luxurycarsegmentoThesuperluxurysegmentofcarrangesabove10lacs.Thissegmentsatisfiesthe
eliteclassofthesociety.ItincludestheproductslikeSkodaLaura,HondaAccord,BMW,Mercedes,
Audietc.BASEDONTHELENGTHOFTHECAR AsegmentCarsthatarelessthan3.5meterslong
(800,omni) BsegmentCarsbetween3.5metersto4meterslong(Zen,SX4,Santro) CSegment
Carsbetween4metersto4.5meterslong(Verna,Hondacity,fordfiesta)14
15. 15.Projectsformba.blogspot.comAUTOMOTIVE DsegmentCarsthataremorethan4.5meterslong(
Mercedez,Sonata,Accord,Skoda)BASEDONTHEUSERSegmentationofautomotivesectorisalso
basedontheuseroftheproducts.LiketheexampleofTATAMotors,whenitobservedthattheirproduct
INDICAisusedextensivelybythetaxioperators,itcameupwithanewmodelofthecarhavingRound
TailLightstodistinguishitfromthecarhavingverticaltaillightsusedbytheindividualbuyers.
IndividualBuyers Taxioperators: Government/nongovernmentinstitutionsTARGET
MARKETSThesegmentthatgivesthegreatestopportunitytothemarketeriscalled
targetmarketing.VOLVOMOTORSVolvoMotorsdevelopsitscarsforbuyertowhomautomobilesafety
isamajorconcern.Volvothereforepositionsitsasasafestacustomercanbuy.15
16. 16.Projectsformba.blogspot.comAUTOMOTIVE.HYUNDAIMOTORSHyundaimarketingstrategyis
differentiatedmarketing.Itsprimaryconsumertargetismiddletoupperincomeprofessionalswhoneed
truevaluefortheirmoneyandcomfortablerideincityconditions.Itssecondaryconsumertargetiscollege
studentswhoneedstyleandspeed.Itsprimarybusinesstargetismidsizedtolargesizedcorporatethat
wanttohelptheirmanagersandemployeesbyprovidingthemacarforeaseoftransport.Itssecondary
businesstargetisentrepreneursandsmallbusinessownerswhowanttoprovidediscountstomanagers
buyinganewcar.EachofthefourmarketingstrategiesconveysHyundaidifferentiationtothe
targetmarketingsegmentsidentifiedabove.HyundaiSantroistargetingmiddleprofessionalsAccentwas
launchedtotargetcorporateclients16Projectsformba.blogspot.com
17. 17.Projectsformba.blogspot.comAUTOMOTIVENICHEMARKETAnicheisamorenarrowlydefined
groupseekingadistinctivemixofbenefits.Marketersusuallyidentifynichesbydividingasegmentinto
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subsegments.BMWistargetinghighclasspeoplebutitismainlytargetingtheyoungpeoplewhoearna
lotofmoneyuptotheageof3540yearsandwanttohaveastylishsaloon.Mercedesisalsotargeting
highclasspeoplebutitismainlytargetingtheCEOs,chairmen,etcofagegroupof5060years.17
18. 18.Projectsformba.blogspot.comAUTOMOTIVEMARKETINGMIXAMarketingmixisthedivision
ofgroupstomakeaparticularproductbypricing,product,branding,place,andquality.Althoughsome
Day1marketershaveaddedotherPs,suchaspersonnel,packagingandphysicalevidence,the
fundamentalsofmarketingtypicallyidentifiesthefourPsofthemarketingmixasreferringto:"Marketing
Mix"issetofcorrelatedtoolsthatworktogethertoachievecompanysobjectives,theyare:product,price,
promotion,place.Thesetofcontrollabletacticalmarketingtools,product,price,placeandpromotionthat
thefirmblendstoproducetheresponseitwantsinthetargetmarket:ProductAtangibleobjectoran
intangibleservicethatismassproducedormanufacturedonalargescalewithaspecificvolumeofunits.
Intangibleproductsareoftenservicebasedlikethetourismindustry&thehotelindustry.Typical
examplesofamassproducedtangibleobjectarethemotorcarandthedisposablerazor.Alessobvious
butubiquitousmassproducedserviceisacomputeroperatingsystem.PriceThepriceistheamounta
customerpaysfortheproduct.Itisdeterminedbyanumberoffactorsincludingmarketshare,
competition,materialcosts,productidentityandthecustomersperceivedvalueoftheproduct.The
businessmayincreaseordecreasethepriceofproductifotherstoreshavethesameproduct.Place
Placerepresentsthelocationwhereaproductcanbepurchased.Itisoftenreferredtoasthedistribution
channel.ItcanincludeanyphysicalstoreaswellasvirtualstoresontheInternet.Promotion
Promotionrepresentsallofthecommunicationsthatamarketermayuseinthemarketplace.Promotion
hasfourdistinctelementsadvertising,publicrelations,wordofmouthandpointofsale.Acertain
amountofcrossoveroccurswhenpromotionusesthefourprincipalelementstogether,whichiscommon
infilmpromotion.Advertisingcoversany18Projectsformba.blogspot.com
19. 19.Projectsformba.blogspot.comAUTOMOTIVEcommunicationthatispaidfor,fromtelevisionand
cinemacommercials,radioandInternetadvertsthroughprintmediaandbillboards.Oneofthemost
notablemeansofpromotiontodayisthePromotionalProduct,asinusefulitemsdistributedtotargeted
audienceswithnoobligationattached.Thiscategoryhasgrowneachyearforthepastdecadewhilemost
otherformshavesuffered.Itistheonlyformofadvertisingthattargetsallfivesensesandhasthe
recipientthankingthegiver.Publicrelationsarewherethecommunicationisnotdirectlypaidforand
includespressreleases,sponsorshipdeals,exhibitions,conferences,seminarsortradefairsandevents.
Wordofmouthisanyapparentlyinformalcommunicationabouttheproductbyordinaryindividuals,
satisfiedcustomersorpeoplespecificallyengagedtocreatewordofmouthmomentum.Salesstaffoften
playsanimportantroleinwordofmouthandPublicRelations19Projectsformba.blogspot.com
20. 20.Projectsformba.blogspot.comAUTOMOTIVEPRODUCTMARUTISWIFTEuropeanStyling.
JapaneseEngineering.DreamLikeHandling.ThenewSwiftisagenerationdifferentfromSuzukidesign.
Styledwithaclearsenseofmuscularity,itsoneandahalfbox,aggressiveformmakesforalookof
stability,asensethatitispackedwithenergyandreadytodeliveradynamicdrive.Itssolidlookis
complementedbyanequallyrootedroadpresenceandclassdefiningridequality.Newchassissystems
allowforthefrontsuspensionlowerarms,steering,gearboxandrearenginemountingtobeattachedtoa
suspensionframe.Yougetlowerroadnoise,andagreaterfeelingofstabilityasyousailoverourroads
withfeathertouchease.TATAINDICAThoughalateentrant,theIndicaquicklyestablisheditselfasthe
benchmarkforthesegment.Byofferingexcitingfeatures,thecarchangedtherulesofthecategory
inSpace,Power,Style,SafetyandEconomyforinternationalmarket.TheIndicaensuredapleasantride
andhandlingexperienceasithadfeatureslikewidelargetyres,generouslegroomandindependentfront
andrearsuspension.Itdevelopedanewsegmentofdieselsmallcarsalongwithitspetroloffering.The
luggagespacewasalsothebestinitsclass.20Projectsformba.blogspot.com
21. 21.Projectsformba.blogspot.comAUTOMOTIVETherigid980kgssteelbodyofthecarwasrigorously
testedatIndiasfirstandonlycrashtestfacility.Acollapsiblesteeringwheel,impactabsorbingbumpers,
antisubmarineseats,crumplezonesandsideimpactbeamsarejustafewofthefeaturesthatmakethe
Indicaoneofthesafestcarsontheroadstoday.Savingsareensuredwiththefuelefficient1.4Ldiesel
engine,whilethe1.4Lpetrolengineisoptimizedforperformance.Indicafeaturesforinternationalmarket:
CollapsiblesteeringcolumnSideimpactbeamEnergyabsorbingcrumplezonesinthefrontAnti
submarineseatsChildsafetylocksonreardoorsLaminatedfrontandrearwindshield
glassSCORPIORationalbenefits:Worldclassvehicle,goodlooks,carlikecomfort,greatvalueEmotional
benefits:Ownershipexperienceofthrill,excitementandpowerRelationalbenefits:Youngmodern,
premium,citycompanion/extensionoflifestyle.PRODUCT,SERVICESANDBRANDING
STRATEGY21Projectsformba.blogspot.com
22. 22.Projectsformba.blogspot.comAUTOMOTIVEWhatisaProduct?Productisanythingthatcanbe
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offeredtoamarketforattention,acquisition,use,orconsumptionthatmightsatisfyawantorneed.
Productsincludemorethanjusttangiblegoods.Broadlydefined,productsincludephysicalobjects,
services,events,persons,places,organizations,ideasormixesoftheseentities.Servicesareaform
ofproductthatconsistsofactivities,benefitsorsatisfactionsofferedforsalethatareessentiallyintangible
anddonotresultintheownershipofanything.Example:banking,hotelandairline.Products,Servicesand
Experiences:Today,companiesarecreatingandmanagingcustomerexperienceswith
theirproducts.LevelsofProductsandServices:ProductPlannersneedtothinkonthreelevels:1.Core
Benefit:ThisaddressesthequestionWhatthebuyerisreallybuying?.Atthislevel,marketersmust
definethecore:problemsolvingbenefitsorservicesthatconsumerseeks.2.ActualProduct:Atthislevel,
thecorebenefitsmustbeturnedintoactualproducts.Productplannersneedtodevelopproductand
servicefeatures,design,qualitylevel,brandnameandpackaging.3.AugmentedProduct:Finallyatthis
level,theproductplannersmustbundletheproductswithservices.Theymustbuildanaugmentedproduct
byofferingadditionalconsumerservicesandbenefits.HyundaiSantro22Projectsformba.blogspot.com
23. 23.Projectsformba.blogspot.comAUTOMOTIVECOREPRODUCTCoreProductistheproblemsolving
servicesorbenefitsthatconsumerspurchasetheproductfor,andbyapplyingthisconcepttoSantroyou
canstatethatthecoreproductisspeed,transportation,andfreedomtogoanywhere,easytraveling,
andconvenience.ACTUALPRODUCTActualproductmeaningtheproductsparts,quality,features,
design,brandnameandotherattributesreceived.Now,ifweusethesethingsandcombineitwithSantro
wecanstatethattheactualproductis:Santro,asthebrandname,itmatterslittleaboutthename,because
HYUNDAIisveryfamousalready,peoplewillrecognizethebrandinaninstance,andfeaturessuchas
thefactthatthecarisfullycustomizable,soyoucanaddmostthingstoyourcar,i.e.Stereo,bigspeakers,
rimsforthetires,TVinseatetc.,alsodesign,whereyoucanchoosebetweenalotofcolours,seatcolour,
andfabrics,allthethingsyoucanimagine.Andofcoursethequality,thecarwillberegularHYUNDAI
standard,meaningqualitywillbethesameasforanyothercarmadebyHYUNDAI,whichishigh
quality.AUGMENTEDPRODUCTAugmentedproductistheadditionalconsumerservicesandbenefits
builtaroundthecoreandactualproduct,aswellasaddvalueanddifferentiatetheproductfrom
itscompetition.TheaugmentedproductforSantroisaftersaleservicessuchasfreeyearlycheckup,as
wellasafreeoilcheckafter2years,freeinstallationofadditionalfeatureswhenyoucustomizeyourcar,
andhelpwithcarinsurance,andquickrepairservices.PRODUCTCLASSIFICATIONSGMSTUXX23
24. 24.Projectsformba.blogspot.comAUTOMOTIVEFromthe4productclassifications,convenience,
shopping,specialtyandunsought,theStuxxisclassifiedasaspecialtygood,sincespecialtygoodsare
purchasedinfrequently,andmostofthetimes,buyersmakespecialpurchasingeffort.Bylistingsomeof
thecharacteristicsforspecialtyproductswecansaythatsubstitutesarenotaccepted,andthattheproduct
isinfrequentlypurchased,andsinceourStuxxisaGMweknowthattherearesomebrandloyaltyaswell.
Andifwelookatthestrategy,wecannotelimiteddistribution,andconsumersmightseekourproduct
regardlessoflocation,STAGESINDEVELOPINGPRODUCTAND
SERVICEATTRIBUTESPRODUCTATTRIBUTESProductattributesconsistofseveralcategories,such
asProductquality,Productfeatures,Productstyleanddesign.ForStuxxproductqualityisthe
performancequality,becauseitcanbeusedalotandstilllastforalongtime(Durability).Andasfor
ProductstyleweknowthatStuxxoffersmanycoloursandmanystylesusedtoattractattentionfrom
trendyconsumers,andgeneralconsumers,thestylehoweverdoesnotcontributetobetterperformance.
ForProductdesign,thecarhasaveryspecialchassisthatallowsmanychanges,makingthisafully
customizablecar,whereyouarefreetoalterappearance,features,construction,suchasaddingitemson
thebackofthecar,loweringthecarmakingitlookmorestylishlikearacecar.BRANDINGThereare
severaladvantagesforbuyerswhentalkingaboutbranding,firstofallproductrecognition,everyone
knowsGM,soiftheyknowGM,thentheyknowStuxxaswell.QualityonStuxxissamestandardasthe
restofGMscars.Thereare.Butnot24Projectsformba.blogspot.com
25. 25.Projectsformba.blogspot.comAUTOMOTIVEonlybuyershaveadvantages,no,sellersaswell.Here
areafewexamples,basisforproductsquality,provideslegalprotection,helpstosegmentthe
markets.BRANDSTRATEGYAstudyofinternationalbrandnameswasdoneandaclassificationof
brandnamesofmidsizecarsandSUVswasdoneintogroups.Internationalbrandnamingtrends
andstrategieswereanalyzed.Newnamesweregenerated.Thesebrandnameswereresearchedmassively
firstbyqualitativetechniquesandthenbyquantitativetechniques.Thenamethatemergedasmost
popular,andwhichwasalsothemostlikednameinternallyatMahindrawasSCORPIO.BRAND
ENDORSEMENTSTRATEGYTherelationbetweenScorpioandthemotherbrandMahindrawasalso
deliberatedupon.ThestrategychosenforBrandEndorsementwasScorpiofromMahindrashadow
endorsement,onewhichdoesnotshoutMahindra.TheMahindrabrandimagewasnotmodernand
young.Therewasaneedtocreateastrongdistinctmodernbrand.HenceMahindraasaMasterbrand
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couldnotcontributetowardsenhancingtheValueProposition.YetMahindrahadtoprovide
sourcereassurance.AlsothedistributionwouldbethroughMahindradealerships.Henceitbecamea
shadowendorser.PACKAGING25Projectsformba.blogspot.com
26. 26.Projectsformba.blogspot.comAUTOMOTIVESinceproductisacar,packagingmightnotbeofmuch
importance.Carsusuallydontcomeinabox.However,sinceSantroismadeforstudentsandolder,they
havedecidedtomakeabigbox,freeofallcharges,ifthecarisagiftforsomeonesbirthday.Santroisa
goodchoiceasafirstcarparentscaneasilybuyitasagiftfortheiryoung
teenagers/students.LABELINGNolabelling,howeverforcurioususers,therewillbeasmallbrochure
abouttheingredientscarparts,sotheycanseehowexactlythecarworks,andwhatandwherethe
differentpartsarefrom.PRODUCTSUPPORTSERVICESAsforproductsupportservices,thereare3
thingstoknow:Assessthevalueofcurrentservicesandobtainideasfornewservices.Assessthecostof
providingtheextraservicesandputtingtogetherapackageofservicesthatdelightsthecustomersand
yieldsprofitsforthecompany.Allthese,arealreadyappliedtoSantroifwelookatAugmentedProduct,
whichIwroteaboutearlier.Customerswouldbedelightedaboutthoseextraservices,andmighttell
friendsaboutthemandintheendmakemoreprofitforthecompany.PRODUCTLINEDECISIONS(The
ProductMix)Whenitcomestoproductlinedecisions,andproductmixtobeexactwewillfindthatthere
are3types,namelywidth,lengthanddepth.AsforStuxx,itisdefinitelywidth,becauseStuxxisa
differentproductlineforGM.PRICEMARUTISWIFT26Projectsformba.blogspot.com
27. 27.Projectsformba.blogspot.comAUTOMOTIVEAfterlaunchingcarsforthemassessincesomany
years,Indiaslargestautomobilemanufacturerisnowtargetingthepremiumsegmentwiththeirlatest
modelfromtheSuzukisstable.PricingofthispremiumhatchbackisstartfromRs.4lakh.Thispricerange
wouldpracticallyripapartHyundaisofferinginGetz,whichispricedatamuchhighertagofRs.4.5
lakh.BoththecompaniesareknownfortheirvaluebasedofferingsandMarutiwiththeirextensive
servicenetworkandbrandreputationformakingreliablecarsshouldgetthecustomersnodovertheir
competition.TATAINDICATataMotorsadoptedacompetitivepricingstrategyforIndicaintheglobal
market.Priceswerefixedonthebasisofthenormsprevailingintheinternationalmarket.Alsotheprices
offeredbytheircompetitorslikeToyota,Ford,Fiat,werekeptinmindwhiledecidingthe
prices.SCORPIOPricingStrategy:tobeapremiumbrandyethavinguniversalappeal.Scorpiowasto
competewiththemidsizecarslikeHyundaiAccent,FordIkon,OpelCorsa,MarutiSuzukiEsteemonthe
onesideandUVslikeToyotaQuails,TataSafariandtheTataSumoontheother.Scorpioadoptedthe
penetrativepricingstrategypositionedinthepsychologicalpricebarrierofRs.57Lakhs.
PROMOTIONMARUTISWIFT27Projectsformba.blogspot.com
28. 28.Projectsformba.blogspot.comAUTOMOTIVEWhenMarutiUdyoglaunchedtheSwift,the
automotiveindustrywasagogwithexpectationthatthecarhadthemakingsofarealwinner.Three
versionswerelaunchedwiththebasevariantcarryingaretailtagofRs3.85lakh,exshowroom,New
Delhi,andthisaggressivepricingonlyreinforcedthisfeeling.EventOrganizedByMarutitoPromote
SwiftFeverFMandMarutiSuzukiSwiftorganizeaNightRallyforDelhiitesOnMarch24,2009Ina
cooperativemarketinginitiative,FeverFMandMarutiSuzukiSwiftcametogethertoorganizeaNight
RallyinDelhi.TheSwiftNightLifeRallywasorganizedfortheSwiftLifeClub.Thebrandtiedupwith
thestationtoextendtheexperiencetothepeoplewhowereunabletoparticipateinthe
activity.HondaRoadShowsThecompanyplanstostageroadshows,todisplayvehiclesinthepavilions
duringvariouscollegefestivalsandexhibition.HyundaiTelevisionadvertisementsAdvertisementsto
promoteandmarketourproductareshownonleadingtelevision28Projectsformba.blogspot.com
29. 29.Projectsformba.blogspot.comAUTOMOTIVEchannels.Majormusicandsportschannelspromote
andtheyreachouttotheyouthwillbepromotedthroughStar,Zee,SonyandATVCommercialby
Hyundaidoordarshanetcasithasmoreviewers..RadioRadioisthemediumwiththewidestcoverage.
Studieshaverecentlyshownhighlevelsofexposuretoradiobroadcastingbothwithinurbanandrural
areas,whetherornotlistenersactuallyownaset.Manypeoplelistentootherpeoplesradiosorhearthem
inpublicplaces.Soradioannouncementsaremadeandadvertisementsareannouncedontheradioabout
theproductfeaturesandprice,qualities,etc.PrintAdsDailyadvertisementsinleadingnewspapers
andmagazinesareusedtopromotetheproduct.Leafletsattheinitialstagearedistributedatrailway
stations,malls,collegeareasandvariousotherlocations.PrintadbyBMWWorkshopsand
SeminarsWorkshopsandseminarsareheldincollegesandbigcorporatetomakepeopleawareaboutthe
companiespastperformanceandproductfeatures,itsaffordabilityandusage,vastdistributionnetwork.
29Projectsformba.blogspot.com
30. 30.Projectsformba.blogspot.comAUTOMOTIVEBanners,neonsignsHoardings,banners,neonsignsare
displayedatclubs,discs,outsidetheatres,highwaysandshopstopromoteitsbrandcar.Bookletsand
pamphletsBookletsarekeptatcarshowrooms,retailbatteryoutlets,etcforthecustomertoread.These
bookletsprovideinformationaboutitscompanytheproductsofferedwhichsuitsthecustomersneed
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accordingly.TOYOTACOROLLAThePromotionforToyotaCorollaconsistsofablendofactivities
makingitsPromotionMix.ItsPromotionMixconsistsofalmostallthepossibletechniquesofPromotion
usedforanyotherproduct.SomeofthemajorelementsofPromotionMixofToyotaCorollaarelistedas
under:AdvertisingItusesmanydifferenttechniquesofAdvertisementasapartofitsAdvertising
Strategy.MostofthePrintAdsofToyotaCorollaareindividuallytargetedatoneofthesefactorssuchas
Comfort,Performance,Styling,Power,LegRoom,Design,andDrivingPleasure.Onemostcommon
featureofalmostalltheAdsisthatineveryAdvertisement,thefactthatitistheWorldsLargestSelling
Caranditspresenceacross160countriesispresent.Thisisdonetobecausethecompanywantsto
differentiatetheproductintermsofitsReliabilitythatitisanentrustedbrandof30Millionpeopleacross
theglobe.Thefactthatitispresentin160countriesprovesthatitisaGlobalCar.Thereare3TV
CommercialsofthisCarinIndia.TheCommercialsshowthatthisCaristargetedmainlyattheIndian
youthandyoungExecutive.Ithasbeenpositioned30Projectsformba.blogspot.com
31. 31.Projectsformba.blogspot.comAUTOMOTIVEasalittlesportierwhichisthemainreasonthatitisfor
youngpeopleandisalsolikebythemtoo.TheBrochures,Posters/Leafletsaresuchdesignedthatshows
thatCorollaisacarforpeoplewhodemandPerformance,Style,PowerandSheerDrivingPleasure.The
carbeingaperfectcombinationofthesefactorsmakesitahugesuccessacrossitssegment.TheOther
SourcesofAdvertisementincludeBillBoards,DisplaySigns,POP,Displays,Symbol/Logo.The
companydoestheAdvertisingofCorollabydisplayingBillBoardsandDisplaySignsatvarioustarget
placeswhereitfeelsthatprospectivebuyerwillcomeacrossit.Attheshowroomalso,therearehuge
amountofPointOfPurchaseDisplaysandalsoSymbols/Logowhichaddtoit.Oneofthemajorsourcesof
SalesPromotionisTradeFairslikeAUTOEXPO,MOTORSHOWetc.Thecompanyusedtotakepartin
thesetypesoffairsanduseditforitsSalesPromotion.Butnowthetrendisshiftingbecausethecompany
thinksthatiftheywanttolaunchaproductonaNationalLevel,thenthereisnoneedforsuchkindof
showsasnowtherearevariousotherpowerfulsourcesofmediaavailabletothem.Moreoverthecostspent
onthesekindsoffairswasnotjustified.Sothereforethecompanyisnowkeepingawayfromfairs.In1999
ToyotalasttimeparticipantattheRACrallyinBritain.31Projectsformba.blogspot.com
32. 32.Projectsformba.blogspot.comAUTOMOTIVESomeotherSalesPromotiontechniqueusedbythe
companyistheFestivalSeasonOffersitintroducesinthemarketatthetimeofDiwali,NewYear,
Christmas,Navratrietctoboostshorttermsales.PublicRelationsandCommunityBuildingExercise
ContributiontoTsunamiToyotaKirloskarMotorwinsBestOrnamentalGardenawardforitslandscape
ToyotaKirloskarsignsMoUwithBangaloreUniversityforpromotionofJapaneseLanguageToyota
observesearthdaybysupportinglocalschoolsOrganizingDrawing/PaintingCompetitiononMeand
myEnvironmentforkidsfromGovt.Schools.32Projectsformba.blogspot.com
34. 34.Projectsformba.blogspot.comAUTOMOTIVEPERSONALSELLING34
35. 35.Projectsformba.blogspot.comAUTOMOTIVEPersonalSellinglargelytakesplaceattheDealers
End.ThewaythecustomerisattendeddependsmainlyontheDealerasheactsasaninterfacebetween
thecompanyandtheConsumer.ThevariouscasesinwhichPersonalSellingtakesplaceisIndividual
Sales,CorporateSales,SalesPresentations,FairandtradeShows.MostlyincaseofIndividualSalesthe
Customergoestotheshowroomandtakesalookattheproduct.ThereheisattendedtobytheSales
PersonneloftheDealership.SometimestheSeniorSalesExecutivehastomakeSalesPresentationto
CorporateBuyers.PersonalSellingisalsopracticedatTradeFairsandAutoShowswhereintheCompany
appointedSalesPersonnelattendprospectivecustomersandalsobooktheirorders.DIRECT
MARKETINGInthecaseofDirectMarketingtheCompanyOfficialsdirectlycontacttheProspective
buyerswiththeinformationavailablethroughvarioussources.ForexampleincaseofRoadShows,Trade
Fairs,Autoshowsetc.Sometimestheexistingcustomersalsoprovidereferencesofprospectivebuyers
suchastheirfriendsorrelatives.ToyotaStallattheAutoExpoGMSTUXX35
36. 36.Projectsformba.blogspot.comAUTOMOTIVEGMIhaslaunchedseveralindustryfirstprogramssuch
asOpelClubCardfacility,OpelCarnivals,OpelAutobahnnewsletter,chauffeurtrainingprogrammes,
mobileroadshowcaravan,carexchangeprogrammeforOpelcustomers,OK5Starused
carprogramme,Thereistwoyearandfouryearwarrantyschemes,2yearserviceholidayetc.
SuchprogrammeshavehelpedGMinbuildingitsbrandequityanddevelopingaloyalcustomer
base.SCORPIOBrandPromise:Luxuryofacar.ThrillofanSUVthisbrandpositioningaddressesthe
keyconsumerInsightandtheproductdeliversthepromise.Thepositionisalsoauniqueproposition,
whichwillhelpthebrandhaveadistinctimageintheconsumersmind.BaselineNothingElsewill
doThebaselinecapturestheessenceofthebrand,whichissuperiorityanduncompromisingattitude.It
alsosummarisesthespiritbehindthemakingoftheScorpio.MediaStrategy*Dramaticandhighimpact
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launch*Highvisibility*PushbrandimageevenbythemediavehicleBuildingimpactthroughmultiple
media*PR,MassMedia,DirectMarketing,Events36Projectsformba.blogspot.com
37. 37.Projectsformba.blogspot.comAUTOMOTIVEPublicRelationsPrelaunchexcitementandbuzzwas
createdbyafullblownPRprogram.MediacoverageontheIDAMprocess,thepeoplebehindthe
Scorpio,theobsession,theworldclasstechnology,etcsetthetoneforthehypeduplaunch.PRwasalso
thefirsttoolusedforlaunchingtheScorpio.Thecoverageofthelaunchwasmassive.Itgotfourcover
storiesMassMediaWhilethemediatargetswouldbeachievedthroughtherightselectionofthe
mediamix,theScorpiomediaposturewastoensurethatScorpiowaspresentonthedecidedmediabut
withadifference.Scorpiowouldusemediainnovationstocreatedifferentiationonthetraditionalmedia
anddothingsinabiggerandbettermanner.CustomerRelationshipManagement(CRM)CRMasatool
wasusedtocreatepositivewordofmouth,tomonitorcustomerexperiencesandgeneratereferrals.A
seriesofCRMactivitieswereimplementedwithregulardirectcommunication,eventsandcustomer
research.TheCRMplanincludedawelcomePackonfillingupScorpioClub(TopGear)form,
satisfactionsurveys,Events,Festiveoffers,RewardsProgram,etc.TATAINDICAMorecarpercaris
thefamoustaglineofthisproduct.TheIndicaspositioninghasremainedconsistentwiththebrands
offeringinanincreasinglycompetitivemarket.TheIndicaisnowsynonymouswiththewordMore,by
encapsulatingtheinherentproductstrengthsandmarryingthemwiththecustomertraitofdesiring
More.ApromotionstrategyforIndicav2ininternationalmarketismoreorlesssameasthatofthe
Indianmarket.MediainnovationshavebeenakeytothesuccessoftheIndica.37
38. 38.Projectsformba.blogspot.comAUTOMOTIVETataat29thBangkokInternationalMotorShow
2008ThepositioningwasstrengthenedwiththesuccessfullaunchoftheIndicaV2,whichassumedthe
leadershippositionintheyearofitslaunch.TheIndicav2waslaunchedintheinternationalmarketonly
throughthepressmedium,withthreedieselversionsandapetrolversion,andthiscampaign
shatteredmanyautomobileadvertisingmyths.Thecarwaslaunchedwithoutanytelevisionadvertising,
butthroughhighimpactnewspaperads,dominatingthemediumanddeliveringthedesiredimpact.
HeadlinessuchasYoullneverhavetosufferasmallcaragainassistedcustomersindistinguishing
betweentheiroldchoicesandtheIndica.This,ineffect,placedtheIndicaonthepedestalofleadership,
settochangetherulesofthegame.ArecentcampaignfortheIndicaV2hashelpedinbuildingtheproduct
ontherationalplatformandaddsanemotionallayer.AnchoredontheinsightItsonlyhumantowant
more,thecampaignrevolvesaroundinterestingcandidmomentsinthedailylivesofnormaleveryday
peoplewhodesiremorebeitaboywantingtheotherboysbiggerlollipop,orababycryingwhenher
parentsstopdrivingheraroundintheIndicaV2.ThelatestcampaignmovestotheEvenmorecarper
carpositioning.PLACE38Projectsformba.blogspot.com
39. 39.Projectsformba.blogspot.comAUTOMOTIVEMARUTISWIFTThecarmanufacturingcompany,
calledMarutiSuzukiAutomobilesIndiaLimited,isajointventurebetweenMarutiUdyogandSuzuki
MotorCorporationholdinga70percentand30percentstakerespectively.TheRs1,524.2croreplanthas
acapacitytorollout1lakhcarsperyearwithacapacitytoscaleupto2.5lakhunitsperannum.Thecar
manufacturingplantwillbegincommercialproductionbytheendof2006.Theengineandthe
transmissionplanthasownedbySuzukiPowertrainIndiaLimitedinwhichSuzukiMotorCorporation
wouldhold51percentstakeandMarutiUdyogholdingthebalance.Theultimatetotalplantcapacityis
threelakhdieselengines.However,theinitialproductionis1lakhdieselengines,20,000petrolengines
and1.4lakhtransmissionassemblies.TATAINDICATataautomobilegrouphaveaverylargedistribution
networkallovertheworld.TataIndicav2isexportedandassembledinmanycountries.SouthAfricahas
anassemblingunitforconsumervehicles.Otherplaceswherethecompanysproducts(TataIndica)are
exportedandinsomeassembledalsoarementionedbelow:Africa:Algeria,Angola,Ethiopia,Ghana
,Kenya,Mauritius,Sudan,Uganda,SouthAfrica,Senegaletc.Europe:Greece,Hungary,Italy,
Malta,Portugal,Spain,Switzerland,UKandIreland.CIS:Belarus,Russia,Ukraine.Asia:
Bangladesh,Malaysia,SriLanka,Nepal,Bhutan.AustraliacontinentPEOPLE39
40. 40.Projectsformba.blogspot.comAUTOMOTIVETherearevarioustypesofpeopleinanyOrganization.
ThevarioustypesofpeopleincaseofToyotacanbeclassifiedasCustomers,SalesExecutives,
Society,Government,Competitors,andMedia.ThemostimportantoutoftheseisourCustomers.A
customercanbeanypersonwhopurchasestheproducthemayormaynotusethatproductforhimself.A
consumerisonewhoactuallyusestheproducthimself.ForexampleafatherpurchasesCorollaforhisson.
InthiscasethefatherwillbetheCustomerandsonwillbetheConsumer.Themainpeopleinvolvedin
thepurchasedecisionofthecararetheFamilyMembers.Inarecentstudyconducted,itwasfoundout
thatthesedayschildrenplayamajorroleindecidingwhichcartobuyforthefamily.Thecompanyhasto
seriouslytakeintoconsiderationallthesefactors.Alsothefactorsthatwhetheroneusesthecarfor
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travelling,office,shoppingorfamily/personaletc.Asthiscarfallsintoasegmentwherepricerangeis
between911Lacs,sothecompanyhastotargetthosepeoplewhonotonlyhavetheabilitytospendthat
muchamountofmoneybutarealsowillingtospendthatmuchamountofmoney.Dataregardingthe
purchasingpowerofdifferentclassesofpeopleisalsoverynecessary.Customerstastesandpreferences
havetobetakenintoconsideration.NextcomestheSalesExecutiveswhodealwiththefinalcustomers
andfinishthesalescall.TheSalesExecutivesplayamajorrole.Asthepeopleoftheorganizationtheyare
awindowthroughwhichthecustomersinteractwiththecompany.Theyhavetobetrainedproperly
throughcustomizedmodulesdesignedespeciallyforthemtakingintoconsiderationthevarious
factors.CorollaOwnersProfileAge:254540Projectsformba.blogspot.com
41. 41.Projectsformba.blogspot.comAUTOMOTIVEOccupation:BusinessClassorHighLevelService
ExecutivesSocialClass:Thesepeople(LowerUppertoHigherUpperClass)generallyhaveanexisting
CsegmentcarbeforetheypurchaseCorollaAreas:Urban/SubUrban,majorCities/TownsIncome
Level:MorethanRs.2lacsp.m.PHYSICALEVIDENCEThePhysicalEvidenceiscreatedby
displayingphysicallytheproduct.Alongwiththatcreatinganatmosphereforthecustomerswhereinthey
feelthepresenceofproduct.Toyotacreatesapowerfulphysicalevidenceforitscustomersthrough
itsShowrooms,Hoardings,Logoetc.Alltheshowroomsaredesignedonacommonplatform.The
interiorsofalltheshowroomsacrossIndiaarethesame.Thedesignsforthesamearecreatedbyateamof
Professionalsinthisfield.Thedesignsarepreparedverycarefullykeepingintoconsiderationvarious
factorssuchascustomerstastesandpreferences,likesanddislikesetc.Youwillalwaysfinda
ToyotashowroomhavingtheToyotaBillBoardoutsidewithwhitebaseandredforeground.Thiscreatesa
physicalpresenceandpeoplecanfeeltheproduct.SHOWROOMINTERIORANDEXTERIOR41
42. 42.Projectsformba.blogspot.comAUTOMOTIVESCORPIOInfrastructureThirtyfiveshowroomsacross
thecountrywereredoneentirelywiththesamelookandidentityandadcorbuiltaroundmovement,
technologyandsportiness.Thethemefocusedongivingthecustomeramemorableexperience.42
43. 43.Projectsformba.blogspot.comAUTOMOTIVETheshowroomrevampwascenteredontheintentionto
provideauniformcustomerexperienceatallthetouchpointsandtoprovidethecustomerwitha
uniqueexperienceandnotjustaproduct.Thereforethebackofficewouldremainoutsidethe
customerslineofvisionbecausethecustomerwouldbeconcernedwiththeproductandnotwiththe
paperwork.PROCESSThevariousprocessesinvolvedingettingavailabletheproductfromthe
manufacturertotheendconsumeraretobeefficientlyperformedbythecompany.Theprocessesstart
whenthecustomeriscontactedbytheSalesPersonneloftheDealershiporthecustomercontactsthe
DealershipifheisinterestedtobuyaCorolla.Thedataregardingthevariouscustomerscanbehadfrom
varioussourcesofdataavailablethroughdifferentagencieswhichspecializeinprovidingdata.Afterthe
callismade,anappointmentisfixed.TheSalesExecutivepreparesforthemeet.Hecollectsall
thepossibleinformationwhichwouldbeneededforthemeetingi.e.dataaboutthecustomer,detailsabout
thecar,maximumpermissiblediscountstructure,financeoptions,deliveryterms,freeaccessorieswhich
willbeprovidedtothecustomer.Thesalespersonnelwillfindoutthatwhatisthepresentvehicleusedby
thecustomer,hispresentbuyingpower,satisfactionlevel,seriousnessinbuyingetc.Alongwiththathe
willalsofindouthisexactneeds,desiredlevelofsatisfaction,lifestylepatternsetc.Salespersonnelalso
askcertainquestionsthroughwhichhecomestoknowaboutthevariousfactorshewantstoknow.He
asksbothopenaswellasclosedendedquestions.Withthehelpofthesequestions,hecancometoknow
thevariousreasonsduetowhichheisbuyingthatcar.ThesecanbePerformance,Safety,Comfort,
DrivingPleasure,Appearanceetc.Theseprocesseseitherleadtocompletionofsalescallorsometimes
unfortunatelyleadstounsuccessfulsalescallwhichcouldnotbecompeted.DEALINGWITHTHE
COMPETITION43Projectsformba.blogspot.com
44. 44.Projectsformba.blogspot.comAUTOMOTIVEPoorfirmsignoretheircompetitorsaveragefirms
copytheircompetitorswinningfirmsleadtheircompetitorsPHILIPKOTLERGENERALATTACK
STRATEGYFRONTALATTACK:theattackermatchesitsopponentsproduct,advertising,price
anddistribution.InthisadvertisementBMWisusingfrontalattackstrategyagainstitsbiggest
competitorAUDI44Projectsformba.blogspot.com
45. 45.Projectsformba.blogspot.comAUTOMOTIVEAUDIisreplyingtheBMWadvertisementAlongwith
AUDIandBMW,SUBARUandBENTLEYareusingfrontalattackstrategyagainsteachothers
products.DISTRIBUTIONCHANNELS45Projectsformba.blogspot.com
46. 46.Projectsformba.blogspot.comAUTOMOTIVESCORPIOSincetheScorpiowastargetedatanurban
clienteleitneededastrongerdistributionpresenceinMetrosandurbanareas.Hence,thedistribution
channelhadtofocusonprovidinganappealingexperienceformoderncarbuyersandon
offeringinternationalstandardsofautoretail.TheScorpiowaslaunchedinaphasedmannerfirstin
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MetrosMumbai,Delhi,Bangalore,Chennai.Twentycitieswereincludedoveraperiodof4months
andwithinayear50citieswerecovered.Thisensuredattentiontomainmarketsandtoensurethatinitial
productionofthevehiclecouldmatchdemand.Dealershipswererevampedpriortolaunchinaparticular
city.TheMarketingDistributionChannelofToyotaKirloskarMotorIndia,theManufacturerofCorolla,is
aSingleLevelChanneldepictedManufacturerTKMIndia,BangaloreToyotaFlagshipDealerConsumer
46Projectsformba.blogspot.com
47. 47.Projectsformba.blogspot.comAUTOMOTIVEDISTRIBUTIONCHANNELOFHYUNDAI
STOCKISTDEALERSSUBDEALERSBOOKINGAGENTSTHEVALUECHAINTheValueChain
NetworkwithinStuxxisasignificantmediumformeasuringtheproductsqualityandperformance,from
InboundLogisticstoOperationstoOutboundLogisticstoMarketing/SalestoService.Asa
manufacturingfirm,GMthatproducesStuxxmanufacturesthevehicleandthendistributesittoitsstore
alloverUSA.Thewholeteamnetworkhasacommonpurposeinoperationandthatistoproduceandto
sellittomakethecustomersmilingwhendisembarking.Thiscommonbeliefhasbroughtasuccessful
feedbacktotheoverallsalesandbecauseprovidingtheserviceforsellingisconsideredanimportanttask
bytheemployeesatStuxx,ithasneverfailed.Storesaredesignedsothataccommodatingacustomeris
luxuriousbutkeepinghis/herperceptiontoasnotexpensivesense.SWOTANALYSISOFMARUTI
UDYOGLTD.47Projectsformba.blogspot.com
48. 48.Projectsformba.blogspot.comAUTOMOTIVE STRENGTHS WEAKNESSES
OPPURTUNITIES THREATSSTRENGTHSTheQualityAdvantageMarutiSuzukiownersexperience
fewerproblemswiththeirvehiclesthananyothercarmanufacturerinIndia(J.D.PowerIQSStudy2004).
TheAltowaschosenNo.1inthepremiumcompactcarsegmentandtheEsteemintheentrylevelmid
sizecarsegmentacross9parameters.TheJ.D.PowerAPEALStudy2004proclaimedtheWagonRno.1
inthepremiumcompactcarsegmentandtheEsteemNo.1intheentrylevelmidsizecarsegment.This
studymeasuresownerintermsofdesign,content,layoutandperformanceofvehiclesacross8
parameters.ABuyingExperiencelikeNoOtherMarutiSuzukihasasalesnetworkof307stateoftheart
showroomsacross189cities,withaworkforceofover6000trainedsalespersonneltoguideourcustomers
infindingtherightcar.OurhighsalesandcustomercarestandardsledustoachievetheNo.1nameplate
intheJ.D.PowerSSIStudy2004.QualityServiceacross1036Cities48Projectsformba.blogspot.com
49. 49.Projectsformba.blogspot.comAUTOMOTIVEIntheJ.D.PowerCSIStudy2004,MarutiSuzuki
scoredthehighestacrossall7parameters:leastproblemsexperiencedwithvehicleserviced,
highestservicequality,bestinserviceexperience,bestservicedelivery,bestserviceadvisorexperience,
mostuserfriendlyserviceandbestserviceinitiationexperience.92%ofMarutiSuzukiownersfeelthat
workgetsdonerightthefirsttimeduringservice.TheJ.D.PowerCSIstudy2004alsorevealsthat97%
ofMarutiSuzukiownerswouldprobablyrecommendthesamemakeofvehicle,while90%ownerswould
probablyrepurchasethesamemakeofvehicle.WEAKNESSESCommoditypriceriskMULscommodity
priceriskrelatestohighercostduetochangeinpriceofinputsuchasFerroalloys(steel),nonFerro
alloys(aluminium),plasticandrubber,whichgointotheproductionofautomobile.Inordertomitigate
theserisks,thecompanycontinuestoattempttoenterintolongtermcontractsbasedonitsprojectionof
pricesinavolatilecommoditymarket,whereyourcompanygivestopprioritytoensuringsmooth
availabilityofinputs,longtermcontractsarehelpful.Theyalsohelptominimisetheimpactofgrowing
inputprice.Conversely,longtermcontractordilutethebenefitifany,ofadeclineininputprice.Exchange
RateRiskYourcompanyisexposedtotherisksassociatedwiththefluctuationinforeignexchangerates
mainlyonimportofcomponent&rawmaterialandexportofvehicles.Yourcompanyhasawell
structuredexchangeriskmanagementpolicy.Thecompanymanagesitsexchangeriskbyusing
appropriatehedgeinstrumentdependingontheprevailingmarketconditionandtheviewonthe
currency.OPPURTUNITIES49Projectsformba.blogspot.com
50. 50.Projectsformba.blogspot.comAUTOMOTIVELeadingGrowthAsthemarketleader,yourcompany
ledthegrowthinthepassengercarsectorlastyear.Marutissaleswentup30%to4,72,000units.This,asI
saidearlier,isthehighestannualsalesinceyourcompanybeganoperations20yearsago.Marutialso
gainedmarketshare,mainlyonaccountofitsperformanceinthecompetitiveA2segmentwhereit
increaseditssharefrom40.3%in200203to47.7%in200304.Therecordsalesperformancewas
reflectedinthefinancials.NetSales(excludingexcise)grewby31%toRs93,456million.Operating
ProfitMarginincreasedfrom0.8%in200203to4.7%in200304.ProfitafterTaxjumped270%toRs
5421million.YourcompanyiscommittedtomotorisingIndia.Towardsthisend,your
companyspartnershipwithStateBankofIndiaanditsAssociateBankstookorganisedfinancetosmall
townstoenablepeopletobuyMaruticars.THREATSInthecourseofitsbusiness,MULisexposedtoa
varietyofmarketandotherrisksincludingtheeffectsofdemanddynamics,commodityprices,currency
exchangerates,interestrate,aswellasriskassociatedwithfinancialissues,hazardseventandspecific
assetrisk.Whereverpossible,weusetheinstrumentofinsurancetomitigaterisk.BusinessriskThe
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automotiveindustryisverycapitalintensive.Suchinvestmentrequiresacertainscaleofoperationto
generateviablereturns.Thesescalesdependondemand.MarutiisstilldependingmainlyontheIndian
market.Although200405wasyearofcontinuedgrowthfortheIndianeconomy,whetherthisgrowth
momentumwillcontinuehastobeseen.THREATSFROMCOMPETITORS50
51. 51.Projectsformba.blogspot.comAUTOMOTIVETataMotorsLimitedInthe2004fiscalyear,Tata
Motorsgeneratedrevenuesof$3,542.2million(INR154,935.2million).Thecompanymadeanetprofitof
$185million(INR8,103.4million)inthe2004fiscalyear.GeneralMotorsCorporationForthefiscalyear
endedDecember2004,GMgeneratedrevenuesof$193,517million,anincreaseof4.3%fromthe
previousyear.Thecompanyreportedanetincomeof$2,805millionforfiscal2004,down26.6%from
thepreviousyear.PRODUCTLIFECYCLE51Projectsformba.blogspot.com
53. 53.Projectsformba.blogspot.comAUTOMOTIVEINTRODUCTIONThefeelingoffreedomandbeing
onewiththeNaturecomesonlyfromridingatwowheeler.Indianspreferthetwowheelersbecauseof
theirsmallmanageablesize,lowmaintenance,andpricingandeasyloanrepayments.Indianstreetsare
fullofpeopleofallagegroupsridingatwowheeler.Motorizedtwowheelersareseenasasymbolof
statusbythepopulace.Thus,inIndia,wewouldseeswankyfourwheelsjostlingwithoureverreliable
andsturdysteed:TwowheelersinIndiaarethesecondlargestproducerandmanufactureroftwowheelers
intheworld.ItstandsnextonlytoJapanandChinaintermsofthenumberoftwowheelersproducedand
domesticsalesrespectively.Indiantwowheelerindustryhasgotspectaculargrowthinthelastfewyears.
Indiantwowheelerindustryhadasmallbeginningintheearly50s.TheAutomobileProductsofIndia
(API)startedmanufacturingscootersinthecountry.BikesareamajorsegmentofIndiantwowheeler
industry,theothertwobeingscootersandmopeds.Indiancompaniesareamongthelargesttwo
wheelermanufacturersintheworld.Intheinitialstages,thescootersegmentwasdominatedbyAPIit
waslaterovertakenbyBajajAuto.Althoughvariousgovernmentandprivateenterprisesenteredthefray
forscooters,theonlynewplayerthathaslastedtilltodayisLML.Themotorcyclesegmentwasinitially
dominatedbyEnfield350ccbikesandEscorts175ccbike.Thetwowheelermarketwasopenedtoforeign
competitioninthemid80s.AndthethenmarketleadersEscortsandEnfieldwerecaughtunaware
bytheonslaughtofthe100ccbikesofthefourIndoJapanesejointventures.Withtheavailabilityoffuel
efficientlowpowerbikes,demandswelled,resultinginHeroHondathentheonlyproduceroffour
strokebikes(100cccategory),gainingatop53Projectsformba.blogspot.com
54. 54.Projectsformba.blogspot.comAUTOMOTIVEslot.ThefirstJapanesemotorcycleswereintroducedin
theearlyeighties.TVSSuzukiandHeroHondabroughtinthefirsttwostrokeandfourstrokeengine
motorcyclesrespectively.ThesetwoplayersinitiallystartedwithassemblyofCKDkits,andlateron
progressedtoindigenousmanufacturing.Inthe90sthemajorgrowthformotorcyclesegmentwasbrought
inbyJapanesemotorcycles,whichgrewatarateofnearly25%CAGRinthelastfiveyears.Theindustry
hadasmoothrideinthe50s,60sand70swhentheGovernmentprohibitednewentriesandstrictly
controlledcapacityexpansion.Theindustrysawasuddengrowthinthe80s.Theindustrywitnesseda
steadygrowthof14%leadingtoapeakvolumeof1.9mnvehiclesin1990.In1990,theentireautomobile
industrysawadrasticfallindemand.Thisresultedinadeclineof15%in1991and8%in1992,resulting
inaproductionlossof0.4mnvehicles.BarringHeroHonda,allthemajorproducerssufferedfrom
recessioninFY93andFY94.HeroHondashowedamarginaldeclinein1992.Thereasonsforrecessionin
thesectorweretheincessantriseinfuelprices,highinputcostsandreducedpurchasingpowerdueto
significantriseingeneralpricelevelandcreditcrunchinconsumerfinancing.Factorslikeincreased
productionin1992,duetonewentrantscoupledwiththerecessionintheindustryresultedin
companyeitherreportinglossesorafallinprofits.54Projectsformba.blogspot.com
55. 55.Projectsformba.blogspot.comAUTOMOTIVEKeyplayersintheTwowheelerIndustryThereare
manytwowheelermanufacturersinIndia.Majorplayersinthe2wheelerindustryareHeroHonda
MotorsLtd(HHML),BajajAutoLtd(BajajAuto)andTVSMotorCompanyLtd(TVS).55
56. 56.Projectsformba.blogspot.comAUTOMOTIVESEGMENTATIONOFTWOWHEELERATwo
WheelerSectorSubSegmentinginthethreeSegments.1.Motorcycle2.Scooter3.Mopeds56
57. 57.Projectsformba.blogspot.comAUTOMOTIVESegmentwiseAnalysisofIndianTwoWheeler
MarketSegmentDescriptionshareinShareinCAGR200102200607A1Scooterwith5%0%33.99%
enginecapacitylessthan75ccA2Scooterwith5%10%32.9%enginecapacitybetween75125cc
(Scooterette)57Projectsformba.blogspot.com
58. 58.Projectsformba.blogspot.comAUTOMOTIVEA3Scooterwith12%1%27.7%enginecapacity
between125250ccB1Motorcycle62%66%14.9%withenginecapacitybetween75125ccB2
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Motorcycle5%17%44.8%withenginecapacitybetween75125ccB3Motorcycle1%1%5.7%with
enginecapacitybetween75125ccC1Mopeds10%5%2.7%GrowthProspectsandKeyDriversofthe
IndianTwoWheelersIndustryThegrowthwitnessedbytheIndiantwowheelerindustryindicatesthe
growingdemandforlowcostpersonaltransportationsolutionsamongstthe300millionIndianmiddle
classconsumers.Despitethisspectaculargrowthrate,thetwowheelerpenetration(numberoftwo
wheelersper1000inhabitants)inIndiaremainslowerthanotherAsiancountries.Thisfactprovidesan
opportunityforcontinuedgrowthinthemarket.IndiahasthelowestPenetrationoftwowheelersas
comparedtocountrieslikeTaiwan,Thailand,Malaysia,Vietnam,IndonesiaandChina.Inthe
presentscenario,growthinthetwowheelerIndustrywillbedrivenbyseveralfactors:RiseinIndias
YoungWorkingPopulation58Projectsformba.blogspot.com
59. 59.Projectsformba.blogspot.comAUTOMOTIVEWiththerisinglevelsofpercapitaincomeofpeople,
theIndiantwowheelermarketoffersahugepotentialforGrowth.Thisgrowthisrelevantinthelightof
thefactthat70percentofIndiaspopulationisbelowtheageof35Yearsand150millionpeoplewillbe
addedtotheworkingPopulationinthenextfiveyears.Thenumberofwomenintheurbanworkforceis
alsoincreasingthiswillleadtotheGrowthofgearlessscooters.RiseofIndiasRuralEconomyand
GrowthinMiddleIncomeHouseholdsThegrowthprospectsoftheIndianruraleconomyoffera
significantopportunityforthemotorcycleindustryinIndia.Thepenetrationofmotorcyclesamongst
ruralhouseholdswithincomelevelsgreaterthanUS$2,200perannumhasalreadyincreasedtoover50
percent.ThecurrenttargetSegmentfortwowheelers,i.e.,householdsbelongingtotheIncomecategory
ofUS$2,20012,000isexpectedtogrowataCAGRof10percent.GreaterAffordabilityofVehiclesThe
growthintwowheelersalesinIndiahasbeendrivenbyanincreaseinaffordabilityofthesevehicles.An
analysisofthepricetrendsindicatesthatpriceshavemoreorlessstagnatedinthepast.Thishasbeenpart
ofthemarketingstrategyadoptedbythemanufacturerstogainvolume,aswellasconsciousefforts
adoptedtobringdowncosts.Theoperatingexpensesofleadingmanufacturershavedeclinedbyaround15
percentinthelastfiveyears.Withgreateravenuesoffinancing,thecustomerscapacitytoownatwo
wheelerhasimproved.RapidProductIntroductionandShorterProductLifeCycleThelastfiveyearshave
witnessedasharpincreaseinnewproductlaunchesinthetwowheelerindustry.Itisestimatedthatclose
to50newproductshavebeen59Projectsformba.blogspot.com
60. 60.Projectsformba.blogspot.comAUTOMOTIVElaunchedbymanufacturersduringthisperiod,filling
upallpricepointsandtargetedatvariousconsumersegments.InadequatePublicTransportSystemsin
mostUrbanAreasTheeconomicboomwitnessedinthecountryandtheincreasedmigrationtourbanareas
haveincreasedthetrafficcongestioninIndiancitiesandworsenedtheexistinginfrastructurebottlenecks.
Inadequateurbanplanninghasmeantthattransportsystemshavenotkeptpacewiththeeconomicboom
andthegrowingurbanpopulation.Thishasincreasedthedependenceonpersonalmodesoftransportand
thetwowheelersmarkethasbenefitedfromthisinfrastructuregap.Challengesfacedbythe
industryDespitethehighgrowthachievedinthepastandthehighpotentialinthefuture,thetwowheelers
marketfacessomechallenges.RisingCustomerExpectationsThegrowthwitnessedbytheIndiantwo
wheelerindustryhasattractedanumberofnewentrantstothemarketanditisexpectedthattheIndian
industrywillbecomemorecompetitiveinthefuture.Theplethoraofproductsintroducedinthepast
hasalsoraisedcustomerexpectationswithrespecttoreliability,styling,performance
andeconomy.EnvironmentalandSafetyConcernsTheincreasingdemandfortwowheelerswillneedtobe
managedtoaddressissuesrelatingtoovercrowdingofroads.Anotherproblemistheinsufficient
infrastructureforinspectiontoensureadherencetoemissionnorms.Astheindustrygrows,itisimportant
toregulatethesaleofusedtwowheelersinamoreorganisedmannerforwhichamechanismneedstobe
evolved.Unregulatedsaleoftwowheelers,especiallyintheruralareas,arelikelytocreateissuesrelated
toemissionsandsafetyofvehicles.60Projectsformba.blogspot.com
61. 61.Projectsformba.blogspot.comAUTOMOTIVECreationofDistributionInfrastructureLeading
companiesneedtoensurethatononehandtheybuildadequateinfrastructureintermsofdealershipsand
servicingstationsintheurbanareasandontheotherensurethattheirdistributioninfrastructurealso
reachestheruralareasCOMPANYPROFILEHeroCyclesandHondaMotorCompanyofJapan
linkedtheirjointventureinIndiainApril1984,fewcouldhaveimaginedthatthetwowouldgoonto
createhistoryandbecomethesubjectofacasestudyatbusinessschools,internationally.ButthatstheHero
Hondasaga.Inalittleovertwodecades,theworldslargestmanufacturerofbicyclesandthegloballeader
inmotorcycleshavecreatednotonlytheworldssinglelargestmotorcyclecompanybutalsothemost
endearingandsuccessfuljointventureforHondaMotorCompanyworldwide.Thecompanyhas61
62. 62.Projectsformba.blogspot.comAUTOMOTIVEsoldover15millionmotorcyclesandhasconsistently
grownatdoubledigitssinceitsinceptionandtoday,everysecondmotorcyclesoldinthecountryisaHero
Honda.Intwodecades,HeroHondahasbuilttwoworldclassmanufacturingfacilitiesatDharuheraand
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GurgaoninHaryanathatnowchurnoutover3millionbikesperyear.Inthisperiod,HeroHondahasset
upover2400customertouchpoints,comprisingamixofdealers,servicecentresandstockistsacrossrural
andurbanIndia.Today,HeroHondaisanamalgamofwinningnetworksandrelationshipswithinternal
andexternalstakeholders,includingInvestors,Dealers,VendorsandEmployees.Theserelationshipshave
helpedthecompanyholdontothemantleofWorldNo.1foryearsinsuccession.HeroHondahasrelied
on3RsReach,ResearchandReliabilityasitsbasicbuildingblocks.Usingfeedbackfromthemarket,a
fullyequippedR&Dcentrehasconsistentlycreatedbestpracticesindesigning,testingandharmonization,
besidesplacingstrongemphasisonroadsafetyandridequality.ThisemphasishashelpedHeroHonda
buildproductsthatareaheadoftheirtime.Inthe1980s,forexample,HeroHondabecamethefirst
companyinIndiatoprovethatitwaspossibletodriveavehiclewithoutpollutingtheroads.The
companyintroducednewgenerationmotorcyclesthatsetindustrybenchmarksforfuelthriftandlow
emission.AlegendaryFillitShutitForgetitCAMPAIGNcapturedtheimaginationofcommuters
acrossIndia,andHeroHondasoldmillionsofbikespurelyonthecommitmentofincreasedmileage.Hero
HondawasalsooneofIndiasfirstautomotivecompaniestogetclosetothecustomer.AsBrijmohanLall
Munjal,theChairman,HeroHondaMotorssuccinctlyputsit,"WepioneeredIndiasmotorcycleindustry,
anditsourresponsibilitynowtotaketheindustrytothenextlevel.Welldoallittakestoreachthere.Key
Highlights62Projectsformba.blogspot.com
63. 63.Projectsformba.blogspot.comAUTOMOTIVEHeroHondaenjoysasignificantbrandpremium.Its
aggressivepricingstrategytotakeonthecompetitionhashelpeditinvolumegrowth.Variantlaunches
ineachofSplendorandPassionhashelpedinstemmingthelossinmarketshareinthefaceofthe
competition.HeroHondanowplanstolaunchtwonewmodelsinthe100ccsegmentinFY05onanew
platform.ThecompanyhasstartedlogginggoodvolumegrowthafterthelaunchofPassionPlusand
SplendorPlusaswellastheCDDawn,whichhasalsorejuvenateditsproductrange.Volumesshould
improvefurther,duetothebaseeffectandimprovedruralsentimentonthebackofhigherfarmincomes.
AggressivecostcontrolsandsignificanteconomiesofscaleareexpectedtoaidHeroHondainretaining
margins.HeroHondawillcontinuetobeanattractivedividendyieldplayasthecompanycontinuesto
generatesignificantfreecashflowsasitscapitalrequirementsarelimitedMarketingMIX
PRODUCTProductRangeandNewModelsTheCompanysproductrangeincludes"Splendour"whichis
thelargestsellingmotorcyclebrandintheworldwithover6.9lakhsvehiclessoldin200001.
Acumulativeover5millioncustomersaretherealfoundationofthecompanysstrength.Theidentityof
HeroMotorsinthemarkethasbeenestablishedthroughtwoofitsleadinginternationalproductsHero
PuchandHeroWinner.WhenHeroMotorsenteredintoatechnicalcollaborationwithStyrDaimlerPuch
ofAustria,HeroPuchwasbornwhichmarkedanewchapterinthetwowheelerscenarioofthe
country.HeroPuch,theminimotorcycledesignedbyFerdinandPorschecombinedthepower(4.15bhp)
andeaseofamotorcycleandat91km/hr,theeconomyofamoped.63Projectsformba.blogspot.com
64. 64.Projectsformba.blogspot.comAUTOMOTIVECASESTUDYOFHEROHONDAHUNKHero
HondanewBikehunklaunchedwithanewfeaturesafterthestudyofmarketresearchbycompanyA
sureshotheadturner,theHunkcomeswithneverbeforefeaturesandlooks:Producthighlights:150cc
Engine,deliveringrawpowerof14.2BHP@8500RPMandatorqueof12.80Nm@evenatalow
RPMof6500Unmatchedsuperaccelerationof060Kmphinflat5secondsNewGeneration
"AdvancedTumbleFlowInduction"(ATFI)TechnologyenginewhichdeliversthebestbalanceofFuel
efficiencyandPowerAdvancedMicroprocessorIgnitionSystem"AMI"withMultiMappingDigital
CDIalongwith"CarburettorcontrolledVariableIgnition"deliverstheoptimumPower,quickerthrottle
responseandFuelefficiencyUnique"AntiKickback"devicepreventsKickbackduringstarting
convenient,safeandeffortlesskickstart.PRICEFacedwithanuncomfortablescenarioofBajajAuto
closinginonHeroHondaMotorsinmonthlyunitsales,managingdirectorPawanKantMunjalsaid
thecompanyhasputinplaceastrategytoretainitsleadershipintheRs33,000croretwowheeler
markets.Thatincludesdevelopingnewhighperformanceenginesin100cc,expandingcapacitytobeyond
5millionunitsandreducingthepriceof100ccbikes,ifneeded.Asconfidentastheyareofupstagingus,
weareconfidentofretainingourleadershipandgrowingourlead,MunjaltoldFEinanexclusive
interview.64Projectsformba.blogspot.com
65. 65.Projectsformba.blogspot.comAUTOMOTIVEReiteratingthatunlikeBajaj,whichisexitingthe100cc
segment,MunjalsaidHeroHondaintendstostrengthenitsofferingsinthesegment.Hesaidthecompany
isdevelopingnewenginesthatwilldeliversuperiorperformanceinthe100ccbikesinfuture.Tocounter
Bajajsmovetooffer125ccbikesatthepriceof100ccbikes,MunjalsaidHeroHondacouldreduceprices
ofits100ccbikestonullifyBajajsstrategy.BajajAutoplanstoexittheentrylevelmotorcyclemarketby
AugustSeptembernextyearandofferhighercapacitybikesinthe100ccpricerangeofRs34,000to
Rs42,000.Wehavedominatedthe100ccsegmentformanyyearsandwillcontinuetodominate.
PossiblyitmaybethereasonforBajajAutoleavingthesegment,MunjaltoldFE.ThegapbetweenHero
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HondaandBajajAutohasnarrowedfrom92,206inSeptember,2005to37,833inSeptember,2006
PLACEDEALERNETWORKAtHeroessentiallytheyhaveacompletelycustomerdrivenapproach.A
nationwidedealernetworkcomprisingofover3,500bicycledealers,350dealersformopedsand225
franchiseholdersformotorcycles,ensuresconvenientaccesstotheGroupsproductsacrossthe
country.StrongdealercompanyrelationshipwithadeepsenseofbelongingtotheHerofraternity,the
Groupsdealernetworkhascatalyzedgrowthandactedasastrongbridgebetweenthecustomersandthe
Group.SalesagentsfromHerotravelstoallthecornersofthecountry,visitingdealersandsendbackdaily
postcardswithinformationonthestockpositionthatday,turnover,freshpurchases,anticipateddemand
andalsocompetitoractionintheregion.65Projectsformba.blogspot.com
66. 66.Projectsformba.blogspot.comAUTOMOTIVETherearemorethan1000committeddealers&service
outletsspreadacrossthecountry.Theauthorizedworkshophavewelllaidoutstandardsfor
motorcycleservicingsupportedbyfullyequippedinfrastructureintermsofqualityprecisioninstruments,
pneumatictools&ateamofhighlytrainedservicetechnicians.Havingyourmotorcycleservicedatan
authorizedworkshopensureshigheststandardsofservicequalityandreliabilityPROMOTIONHHMLis
anorganization,whichisknownforitsinnovative&AggressiveMarketing.Rs.120croreswasthe
Annualbudgetformarketforthefinancialyear20022003.Allthemediumsareusedextensively,beit
printormassmedialikeT.V&hoardings.HHMLalsopromotessportsinthecountry.Itisalsothe
sponsoroftheICCworldCup2003andhalfoftheIndianteamrepresentsHeroHonda.Thoseplayers
areVirenderSehwag,MohammadKaif,YuvrajSingh,HarbhajanSingh,ZaheerKhanandSourav
GangulyasBrandAmbassadors.SuperstarHrithikRoshanisalsoaBrandAmbassadorforHeroHonda
Company.Theywillendorsethecompanyproducts,attendcorporateandbrandeventsandhelppromote
its"WeCare"campaigncomprisingsafetyriding,environmentandfriendlinessAlso,advertisingisdone
atalocallevelbydealers,inwhichHHMLalsocontributestohelpdealerpromotethedealershipinthe
localarea.HHMLhasprintadsthatthecustomergetstoseealmosteverydayinnewspapers,magazines,
etc.Thishasincreasedthebrandrecallbyasignificantnumber.Theyalsohavetheirbikesfeaturedin
variousTVprogramsliketopdriveonstarnewsandotherswhichactasastrongreference.66
67. 67.Projectsformba.blogspot.comAUTOMOTIVEADVERTISINGSTRATEGYHeroHondaiscurrently
thenumberonecompanyintermsofsalesandhasbeendominantinthetwowheelersegmentsincethe
pastdecade.SincetheinceptionofheroHonda,thecompanyhasbeenusingtelevisionasamajorrolefor
itspublicity.ThoughheroHondawasdominantinsalesitlackedtheskillsofcreatingaspectacularadtill
now.Thoughithadavastrangeofmobikes,itsadvertisingstrategywasnotuptothemark.Forits
publicityheroHondahasbeenusingmanyfamouscelebritieslikeSauravGanguly,thecaptainofIndian
cricketteam,HritikRoshanandotherfamouspersonalitiesastheirbrandambassadors.Thus,heroHonda
hasbeenspendinghugeamountsonitspublicity.67Projectsformba.blogspot.com
69. 69.PrintaddsProjectsformba.blogspot.comAUTOMOTIVEGlamour69Projectsformba.blogspot.com
70. 70.Projectsformba.blogspot.comAUTOMOTIVESomeoftheEventsSponsoredDuringtheYears2000
NKPSalveChallengerTrophy. StardustHeroHondaMillenniumHonoursAward. MastersGolf
Championship. 20thCinemaExpressAward.2002 IndiaEnglandWomensCricketSeries.
MastersGolfChampionship. SecondIndianTelevisionAcademyAward. 21stCinemaExpress
Award. FirstIndianTelevisionAcademyAward2003 8thCricketWorldCupinSouthAfrica.
HEROHONDAROADIESToattractyounggenerationHeroHondasponsoredMTVRoadies.Itisthe
oneofthemostpopularShowamongyoungster.ALiverealityshowinwhichsomegroupofpeople
travelacrossthecountryonthebike.TheyrideHEROHONDAKARIZMA.Thisshowbecomethekey
factorinpromotingthebikekarizmabetweentheyoungsterHEROHONDACAMPUSROCKIDIOLS70
71. 71.Projectsformba.blogspot.comAUTOMOTIVEIntodayscenarioinIndiarockcultureisbecoming
verypopularamongyoungster.Tocapturethisyounggeneration,HeroHondaisorganizingCampusRock
IdolseveryyearatallovermajorcitiesinIndia.HEROHONDASARAGAMAPA
CHALLANGEBrandAmbassadors71Projectsformba.blogspot.com
72. 72.Projectsformba.blogspot.comAUTOMOTIVECRICKETERSHeroHondapromoteshiscricketers
brandambassadorsasaTeamAmbitionin2003WorldCup.TheTeamAmbitionhasmanysimilarities
inpersonalitywiththeHeroHondabrand,suchassplendorofperformance,passiontoexceland
ambitiontowin,signifyingtheirrespectivedesirestoleadtheway72Projectsformba.blogspot.com
73. 73.Projectsformba.blogspot.comAUTOMOTIVEHeroHonda,throughtheadvertisements,hopesto
communicatethebrandidentitytoitscustomersinalanguageandappealthatiswellidentifiedand
comprehendedbythem.FILMSTARHeroHondasignedbollywoodstarHrithikRoshanforhispremium
bikeKarizma.ThecustomisedallchromeKarizma,averystylishbikethattrulybefitshis
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8/4/2015
brandambassadorandstyleiconHrithikRoshanBOLLYWOODSTARHRITHIKROSHANHERO
HONDASIGNEDMAHESHBABUASUPERSTARINANDHRAPRADESHTOCAPTURE
MARKETINAP73Projectsformba.blogspot.com
74. 74.Projectsformba.blogspot.comAUTOMOTIVEHeroHondaIndiasnumberonetwowheelerinsales.
NowthisbigcompanyisropingMaheshBabuastheirBrandambassadorforAP.Thecompanyisvery
muchconfidentthatyoungMaheshBabubringsthemupintheirsalefigureandatthesametimeMahesh
BabusfanfollowingwillbeutilizedforbrandimageofHeroHonda.HEROHONDAKARIZMAHero
HondaKarizmawasthefirstrealsportsbikeinIndia.Thebikeaddressestothosewhohaveapassionfor
speedandstylingandheadturninglooks.Ithas17pspowerthrustandpicksup060in3.8heartstopping
seconds.Thebikeisbasedonpowerandstyling.DiscbrakesandMagwheelsmakesKarizmathesafest
jetontheroad.CompanyStrokeMaximumPowerDisplacementHeroHondaMotorsIndiaLtd.4Stroke
16.8bhp@7000rpm232ccStrikingFeatures:1.Style2.Sportypositionoftheseat.74
75. 75.Projectsformba.blogspot.comAUTOMOTIVE3.Itstandsonitsfeetevenatspeedsreachingupto130
kmph.S.W.O.T.ANALYSISOFKARIZMASTRENGTHIthasagoodspeedandsportylook.Karizma
istheFirstbikeinIndialaunchedunderSportsBikeSegment.LoyalCustomerBase:Inthepastfour
years,Karizmahasbeensuccessfulinbuildingupagoodandloyalbaseamongitscustomers.AfterSales
Service:Tilltoday,customersaresatisfiedwiththeaftersalesserviceprovidedbyHeroHondaforthis
particularproduct.Refinement,comfort,greathandlingandthatmuchsoughtafterbigbikefeelare
allavailableontheKarizma.BrandRecall:thenameKarizmaitselfisametaphortoitssuccess.The
brandKarizmahasgivenagoodplatformtothisproductintheSportsBikeSegment.WEAKNESS75
76. 76.Projectsformba.blogspot.comAUTOMOTIVEHighMaintenance:ThemaintenanceofKarizmais
highascomparedtoitsbiggestcompetitorBajajPulsar200ccand220cc.FuelEfficiency:Thepulsar
200ccoffersanimpressivemileageof38.3kplincityand42.4kplinhighwayagainsttheKarizmaoffers
only30kplincityandadecentfigureof45kplinhighway.LessPromotion:thepromotionsandadsof
Karizmaareverylessascomparedtoitscompetitors.OPPORTUNITIESIfHeroHondacomesupwith
theideaofchangingsomefeaturesofKarizma,likeselfcancellingindicators,softtouchhandlebarand
digitalspeedometer,itwillhelpthemtoboostupthesalesofKarizma.Iftheyareabletoimprovisethe
fuelefficiencyofKarizma,itwillbeagoldenopportunitytotakeoverthemarket.THREATSThemajor
threatfacedbyHeroHondaKarizmaisfromBajajPulsar,whohasalwaysbeenthemarketleaderinthe
150plussegmentwith60%marketshare.KarizmasstrongcompetitorsBajajandTVS,in150ccplus
segment,alreadypossescertainfeatureslikeselfcontrollingindicators,softtouchhandlebar
whichKarizmalacks.ThecompetitorPulsar200cchasalreadycomeupwithoilcooledengine
whichdeliversmaximumpower.ThisisagainamajorthreattoKarizma.76Projectsformba.blogspot.com
77. 77.Projectsformba.blogspot.comAUTOMOTIVES.W.O.T.ANALYSISOFCOMPETITOR(BAJAJ
PULSAR220cc)STRENGTHSPulsar220ccfeaturesIndiasFirstOilCooledEnginewhichdelivers
maximumpowermakingitmostpowerfulengineofferedbyBajaj.NewPulsaralsoprovidesDigital
Speedometer,SelfCancellingIndicatorswhichisfortheFirsttimeinthissegmentinIndia.Fuel
efficiency:Pulsar220ccdeliversanimpressivemileageof38.2kmplincityascomparedtoKarizma
whichdelivers30kmplincity.CustomerBase:InpastdecadeBajajhasestablishedastrongbase
amongstitscustomers.77Projectsformba.blogspot.com
78. 78.Projectsformba.blogspot.comAUTOMOTIVEWEAKNESSStyleandDesign:PULSAR200ccand
220ccderivestheirstylingfromtherepreviousversionPulsar150Dtsiand180Dtsi.PricingBajaj
220cc(Rs82449basicprice)iscostlierthankarizma(Rs78000basicprice)OPPORTUNITIESTaking
intoconsiderationthereviewsofthecustomersregardingthefairingof220ccandmakingtheneedful
changeswillbeanopportunitytocaptureanevenlargershareofthe200cc+segment.THREATSThe
biggestthreatisfacedfromthegoodwillofKarizmainthissegmentwhoistheFourStrokeTwo
WheelerRuleroftheIndianbikemarket.Certaintechnicalfaultsinthebikedesignwhichare
potentiallydangeroustotheriderssafetycanbedisastroustotheimageofthebike.BrandImagecreate
ByBajajBrandimagecreatebyBajajthroughhisprobikeshowroomwhichdisplayhispremiumbikes
rangesuchaspulsar220,Avenger,Pulsar180etc.BAJAJsProBikeShowroomTheBajajPrebaking
showroomswilldefinitelybeoneoftheintegralelementsinhisoverallbrandstrategytoreinforcethe
imageofBajajbeingamanufacturerofqualityperformancemotorcyclesin78
79. 79.Projectsformba.blogspot.comAUTOMOTIVEthecountry.Itstheretailexperienceadedicatedbiker
feelswhenheorshestepsintoaProbikingoutlet.Itsanewspacetheyhavecreatedandtheresalotof
worktobecompleted.BAJAJPULSARDEFINATELYMALEBajajpulsarmakeanimageofthatthere
bikeisonlyforguys.ThroughhisDefinitelyMaleCampaigntheyshowsbehaveofayoungguys.This
94/101
8/4/2015
AdvertisementhelpedlotBajajtocreatebrandpositioning.Chattingmerrily,threegirlsOnesdupatta
skimsoverthebikesandthengetsstuck...Walkbyalineofmotorbikes....makingherturnin...Thelogo,
"Pulsar".MVO:BajajPulsar,definitelymaleConsternation.ShepullsitawaySlowlytoreveal...79
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A Project Report On Marketing Mix of Automotive Sector

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