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“Advertising Maruti True Value”
Presented By-Mansi Rastogi
Rakshik Sharma NIS Academy
Meerut-2009
Understand the Used car market.
Find out the reasons why People prefer to buy old cars from non-branded shops?
Designing a promotional strategy for Maruti True Value to increase the market share.
No.1 organized pre-owned car brand.
India's largest certified used car dealer network.
All car related services under one roof
Professionally trained manpower
Disorganized NO CHOICE OF CARS
NO SURETY OF TECHNICAL HISTORY
LACK OF TRANSPARENC
Y
Cars sold in year 2007-2008(india)units in million
POSITIONING
Used cars-Buy, Sell & Exchange
Price varies from Product to Product
Maruti true value outlets
Buy Search inventory. Compare cars. Select the car you like. Buy your car!
sell Give car details. Review estimated evaluation. Leave your contact details. Sell your car!
Exchange Give us your car details. Review estimated evaluation. Select new Maruti Suzuki car. Leave your contact details. Exchange your car!
People refer to the customers, employees, management and everybody else involved in it. It is essential for everyone to realize that the reputation of the brand that you are involved with is in the people's hands
It refers to the experience of using a product or service. When a service goes out to the customer, it is essential that you help him see what he is buying or not. For example- brochures, pamphlets etc serve this purpose.
Positioning(Maruti certified Used cars +Three Free Services + One Year Warranty)
The Sign of UR TRUST Maruti true value Affordable cars like New ones “nayi jaisi”
Strengths
80%
20%
unorganised oraganised
Graphical presentation of Questionnaire
Results
36%
14%
28%
6%16%
NP TV MO INT OTR
hhh
TV
MARUTI OUTLET
INTERNET
OTHERS
50%
2%
48%
good average excellent
good
average
excellent
16%
74%
6% 4%0%
10%20%30%40%50%60%70%80%
dis bar app pro
displayBargainingEasy to approacheasy process
70%
12%18%
BLUFF WRITTEN WAR D PARTS
BluffNo written Warranty
Duplicate parts
6%8%
18%
12%
30%
26%
warranty
One Place ManyServicesVariety
Brand Name
Customer Service
Free service
40%
22%
38%
0%
10%
20%
30%
40%
50%
kno exp pro
No knowledgeabout StockExpensive
Complicatedprocesses
How often do you see Advertisements of old cars in news papers?
Designing An Add for Maruti True Value with
the help of 6M’s of Advertising
To Inform and Influence the decision of Target Market
MarketMiddle Class & Upper Middle Class
MoneyOne Lakh
Message
Head Line- Buy, sell & Exchange old cars under one roof”Affordable cars like New ones “nayi jaisi”
Base Line- The Sign of ur trust Maruti true value
Print MediaNews papers & Billboards
Pioneering + competitive What Am I !
How I am Better !
Base of comparison Local shop Maruti True Value
Quality Certification NO Maruti Certified
Warranty NO One Year
Free Services NO Three Free Services
Any quality Check NO 120 quality Checks
Brokerage YES NO
Risk of Forgery YES NO
Variety Very less All Brands
Expert's recommendation NO YES
Satisfaction 0% 100%
Promotional strategy
Tell y I’m better &Build Trust
Influence the customer decisionMake your
presence feel
� Buy a car for togetherness of your family
n Sell your Problem and cash it
d Exchange your headache with happiness
But Why Should I buy from True Value only???
Comparison Base Local shop Maruti True Value
Quality Certification NO Maruti Certified
Warranty NO One Year
Free Services NO Three Free Services
Any quality Check NO 120 quality Checks
Brokerage YES NO
Risk of Forgery YES NO
Variety NO YES
Expert's recommends NO YES
Satisfaction 0% 100%
Don’t wait for Big Money 100% Us ed Cars With Maruti cetification
Affordable cars like new ones Nayi Jaisi
Product Category consumer durables
objective increase the market share
Target upper & middle class
biggest competitor local players
biggest Strength Brand Value
biggest weakness Lack of Awareness
biggest opportunity No. 1 on used cars segment
biggest threat new cheap cars
solution tell target what I do? Why m Better?
tell target what I do? Why m Better? Advertise for True Value