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Integrated MarketingCommunication
Done By
ChakravarthyCilvinPrasanthPrasannaSaravanaSabari Rajan
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Sector Automobile
Industry Car
The automotive industrydesigns, develops,manufactures, markets,and sells motor vehicles,
and is one of the world'smost important economicsectors by revenue.
The term automotiveindustry usually does notinclude industriesdedicated to automobilesafter delivery to the
customer, such as repair
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Car Industry inIndia AOverview
Driving the most luxuriouscar has been made possibleby the stiff competition inthe automobile industry inIndia, with overseas players
gathering the samemomentum as the domesticparticipants.
Every other day, we havebeen hearing about somenew launches, some lowcost cars all customized ina manner such that the
common man is not left
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Potential of theAutomobileindustry
In 2008, Hyundai Motorsalone exported 240,000cars made in India. NissanMotors plans to export250,000 vehicles
manufactured in its Indiaplant by 2011. Similar plansare for General Motors
Turnover of AutomobileManufacturers(In USD Million)
Year In USD Million
2002-03 14,880
2003-04 16,544
2004-05 20,896
2005-06 27,011
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The figures show that the
automobile sector in India has beengrowing robustly. The marketshares of the different types ofvehicles will clearly depict thedemand pattern in this sector.
Domestic Market Share for2008-09
Passenger
Vehicles
15.96%
CommercialVehicles
3.95%
Three Wheelers 3.6%
Two Wheelers 76.49%
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Automobile
Companies
AudiBajaj AutoBMWChevroletDaimlerChrysler(Mercedes)Fiat
FordGeneral MotorsHindustan MotorsNew Car LaunchesHero Honda Motors
Hyundai Motors
Cars sold in India asCompletely Built Units
Audi: A8, TT, R8, Q5, Q7.
Bentley: Arnage,Continental GT, ContinentalFlying Spur, Arnage.BMW: 6 Series, 7 Series,X3, X5, X6, M3, M5, M6 and
Z4.Chevrolet: CaptivaFiat: 500.Honda: Civic Hybrid, CR-V.
Hyundai: Tucson.Volkswagen:Touareg.
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STP Segmentation ,Targeting and
Positioning
A market segment is asub-set of a market made
up of people ororganizations with one ormore characteristics thatcause them to demand
similar product and/orservices based on qualitiesof those products such asprice or function.
A target market is a groupof customers that the
business has decided to aimits marketing efforts and
positioning hascome to meanthe process bywhich marketers
try to create animage or identityin the minds oftheir targetmarket for itsproduct, brand,or organization.
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Task To do a study on automobile industry and to
find out the Segmentation ,Targeting and Positioning strategies
CompaniesConsidered
1. HyundaiMotors
2. Maruti Udyog
3. Volks Wagen
SegmentsConsidered
Sports Family Luxury
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HYUNDAI
MOTORS
Hyundai Motor Company is a Korean automakerwhich along with Kia comprises the Hyundai Kia
Automotive Group, the worlds fifth largest automakeras of 2009.
As of 2009, it is the world's fastest growingautomaker. In 2008, Hyundai (without Kia) ranked as
the eighth largest automaker.Headquartered in Seoul, South Korea, Hyundaioperates the worlds largest integrated automobilemanufacturing facility in Ulsan, which is capable of
producing 1.6 million units annually.
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HYUNDIA SANTRO XING
Segmentation
Santro is Indian Model of Hyundai's successful modelATOS which is segmented
Under FAMILY CAR
Target Audience
30 to 45 year old Middle Class Indians
Positioning
Santro was initially positioned on their design aspect
which turned it biggest
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HYUNDIA i20 Sportz
Segmentation
Hyundai re launched its premium car variety i20 withtwo variants ERA and i20
i20 is projected as Sportz version with 5 star safety
Target Audience
Youngsters
Positioning
This is a truly value for money car in that segment, with
fully loaded features almost.
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HYUNDIA SONATA EMBERA
Segmentation
Hyundai Sonata Embera has added a new dimension inthe luxury sedan car
segmentof India.
Target Audience
Top Class people , CEO s , Business people etc
Positioning
Sonata Embera is contemporary and sharp from the
outside with charismatic features
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Maruti Suzuki
India limited
Maruti , a partial subsidiary of Suzuki MotorCorporation of Japan, is India's largest passenger car
company, accounting for over 45% of the domestic carmarket.
The company offers a complete range of cars fromentry level Maruti 800 and Alto, to stylish hatchback
Ritz, A star, Swift, Wagon-R, Estillo and sedans DZire,SX4 and Sports Utility vehicle Grand Vitara.It was the first company in India to mass-produce andsell more than a million cars.
It is largely credited for having brought in an
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MARUTI WAGON R
Segmentation
Wagon R is one of the best selling small car of Marutisuitable for familys economywise
Target market
Middle aged family men
Positioning
Its well designed room space made it a instant hit
Attribute Based: hatch back car for 4 people with fully
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MARUTI SX4
Segmentation
SX4 with its impressive exteriors made of Europeandesign and engine for its optimal
power and torque makes it a preferred sports car alsoIndia'sOnly sports car to participate in world rally championship
Target market
Young professionals
Positioning
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MARUTI Grand VITARA
Segmentation
Distinctively designed GRAND VITARA is the first SUVmodel from Maruti which is
Categorized under LUXURY CLASS
Target market
Superior Engineering which is basically targeted on HillDrivers , Top class people
Positioning
It is very stylish with good comfort.
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Volkswagen
With its headquarters in Pune, Maharashtra (India),the Volkswagen Group is represented by three brandsin India: Volkswagen, Audi and Skoda. The
Volkswagen Group is completing 10 years of its Indiajourney which began with the entry of the Skodabrand in 2001, Audi brand and Volkswagen brand in2007. Each brand has its own character and operates
as an independent entity in the market.
The highest volume brand of the Group isVolkswagen. Europes most successful car brand hasmade successful inroads into the Indian market.
Volkswagen presents itself in a variety of segments
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About Volkswagen
Presently, Volkswagen is marketing the followingthree Brands of cars :
1. Audi
1. Skoda
1. Volkswagen
We are fairly new in the Indian Market. The brandawareness of Volkswagen is low. We have to raiseawareness, create and improve the brand.
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Volkswagen BeetleSegmentation/Target: Volkswagen Beetle appeals to drivers of many socialclasses - From college students to CEOs, the Beetle has found its way intogarages of all classes.
Positioning:Attribute based positioning
Volkswagen Beetle is powerful, environmentally conscientious and offersmany luxuries. It is also safer and includes features as anti-lock breaks, a de-powered air bag, and standard side air bags. Its rounded fenders, curvedoutline, and large oval headlamps and tail lights are completely different fromanything else on the road.
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Volkswagen Touareg Segmentation/Target: Launched on December 04, 2009 Volkswagen
Touareg was introduced to cater to the Sports Utility Vehicle (SUV)segment.
Positioning:Attribute based positioning
The launch of Touareg marked the marketing debut in the SUV Segment.India has a great demand for SUV. The Touareg had been successful acrosscountries
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Volkswagen Jetta
Segmentation/Target: Volkswagen Jetta is a car for next generationthat wants style, advanced technology, power, and comfort, all in onepackage. Volkswagen Jetta is here with a classic trend setting design,boundless dynamism and stimulation to attract and appeal car lovers. Thepremium Sedan beauty, Jetta offers unmatched interiors and exteriors to
utitilate your fun nerves.
Positioning: The Jetta is the most affordable German sedan on the road,and its earned a loyal following for its driving dymanics, upscaleappointments and German-engineered safety. With no fewer than 3 trimlevels, three engines and three transmissions, theres a Jetta thats just right
for anyone.
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ANY QUESTIONS !?
THANK YOU