Group No. 13

HYBRID CARHIGHFLIERTHE FUTURE IS IN YOUR HANDS

Our Brand

• VISION“To become the most respected and admired car company.”

• MISSION“Touch the hearts of our customers by providing Innovative products and services of superior quality at a competitive price.”

• CORPORATE OBJECTIVE“To become the Market leader in hybrid car category”

• MARKETING OBJECTIVETo become the market leader in hybrid car category in Brazil, Argentina and Colombia by acquiring 70%, 75% and 80% market share respectively by the year 2020

DESIGN OF ‘HIGHFLIER’

Our Hybrid Car.

CAR NAME- “HIGHFLIER” CAR VARIANTS:

a. ‘Hybrid model’b. ‘Hybrid with Leather and Satellite Navigation’

Pros of an hybrid car• Environm

ent• Tax

Breaks• Fuel

Saver

Cons of an hybrid

car• Cost• Batteries

The Marketing Mix.

THE PRODUCT:

a. ‘Hybrid model’B. ‘Hybrid with Leather and Satellite Navigation’

The 2nd variant will have extra features given below:-

• Satellite-Linked Navigation System with Voice Recognition, FM Traffic and Multi-Angle Rearview Camera with Guidelines• Leather-Wrapped Steering Wheel• Illuminated Steering Wheel-Mounted Cruise, Audio, Phone and

Navigation Controls• Leather-Trimmed Interior• Heated Front Seats• Body-Colored, Side Mirrors with Integrated Turn Indicators

 ENGINE SPECIFICATIONS Hybrid Hybrid with Leather

Engine Type In-Line 4-Cylinder In-Line 4-Cylinder

Engine Block/Cylinder Head

Aluminum-Alloy Aluminum-Alloy

Displacement (cc) 1497 1497

Horsepower @ rpm (Combined: engine (SAE net) + electric motor)

110 @ 5500 110 @ 5500

Torque (lb-ft @ rpm, combined engine (SAE net) + electric motor)

127 @ 1000-3500 127 @ 1000-3500

Redline (rpm) 6000 6000

Bore and Stroke (mm) 73 x 89.4 73 x 89.4

Compression Ratio 10.8:1 10.8:1

Valve Train 8-Valve SOHC i-HTEC® 8-Valve SOHC i-HTEC®

Multi-Point Fuel Injection Standard Standard

Drive-by-Wire Throttle System

Standard Standard

Front-Wheel Drive Standard Standard

Eco Assist™ System Standard Standard

CARB Emissions Rating[1] 

ULEV-2/AT-PZEV ULEV-2/AT-PZEV

Direct Ignition System with Immobilizer

Standard Standard

100K +/- Miles No Scheduled Tune-Ups[2] 

Standard Standard

Battery  Hybrid Hybrid with Leather

Lithium-Ion (Li-Ion) Battery

Standard Standard

Output (kW) 20 20

Voltage 144 144

Volume (Liters) 16 16

Weight (lbs) 48.5 48.5

Electric MotorPermanent Magnet Motor Standard Standard

Horsepower @ rpm 23 @ 1546-3000 23 @ 1546-3000

Torque (lb-ft @ rpm 78 @ 500-1546 78 @ 500-1546

Voltage Range 108V - 172V 108V - 172V

Motor Weight (lbs) 42.5 42.5

The Marketing Mix (contd.)

THE PLACE:

Brazil

Argentina

Colombia

The Marketing Mix (contd.)

THE PRICE:

Hybrid model’- $28000

‘Hybrid with Leather and Satellite Navigation’- $31000

• OOH • Print• Radio• Television

ABOVE THE LINE

(80%)• Digital• Sales Person

BELOW THE LINE

(20%)

The Marketing Mix (contd.)

PROMOTION

Brazil

• Brazil is the world's fourth largest car market and the seventh biggest car manufacturer.• It is South America’s largest consumer market, a still-bustling economy–and a lot of potential customers.• As early as 2015 Brazil could overtake Japan to become the world’s third-largest car market after China and the U.S.• In 2011 car production was 3,406,150 and in 2013 the country is expected to mark its seventh straight annual sales record, with close to 4 million vehicles sold

• Population: 174,468,575

• Language(s):Portuguese (official), Spanish, English, French

• Literacy rate:83.3%

• Area:8,511,965 sq km

• GDP: 595,458 (US$ millions)

• Number of Daily Newspapers:465

• Number of Television Sets:36,500,000

• Number of Radio Stations:1822

• Internet Access per 1,000:28.7

Pros• Brazil's electric vehicle

(EV) market is set to grow substantially owing to supportive legislations, anticipated tax incentives for EVs, and enhancements in charging infrastructure.

• Inovar-Auto program will provide incentives for EV manufacturers and end users, thereby encouraging adoption

• Rising fuel costs

Cons• The continued

preference for flex-fuel over hybrid electric technology is a restraint.

• The lack of localized battery technology and the high initial costs of acquisition

Argentina

• Automotive industry is a key contributor to manufacturing production and exports• Vehicle production has more than tripled since 2002 and strong growth is expected• Automotive companies currently operating have increased their production levels to meet the rising local and external demand• According to Argentine Association of Automobile Manufacturers (ADEFA), the sustained growth trend in the sector will keep up in the foreseeable future

• Population:37,384,816

• Language(s):Spanish (official), English, Italian, Germany, French

• Literacy rate:96.2%

• Area:2,766,890 sq km

• GDP:284,960 (US$ millions)

• Number of Daily Newspapers:106

• Total Circulation:1,500,000

Pros• Argentina is a market

with high potential given its income per capita and its geographical size

• Demand for low- and medium-priced cars is the largest

• Strong regional integration in automotive supply

• Balanced trade with Brazil allows some flexibility

Cons• Strong trade deficit in

the auto parts trade sector

• Low financing ratios

• Motorisation has increased, but the vehicle fleet is still relatively old

Colombia

• Official languages: Spanish

• Population : 47,072,915

• GDP :$502.874  billion

• Per capita : $10,791

• Literacy: 92.3% of the population aged 15 and older were recorded as literate

Pros• Short term & medium term

growth due to:• Strong external demand

for local commodities, from the Asian countries

• Good macroeconomic management.

• Strong foreign exchange reserve

• Good business environment

• Highly educated leading to skilled labour pool.

• Young population.

Cons• Despite the sustained

efforts of the government to improve social pacification and eradicate organized crime,

• Security concerns are very high dragging down its competitive potential.

• Inefficient regulation which fails to foster domestic competition.

• Poor Infrastructure.• Inefficient allocation of

resources.• Colombia is rich in natural

resources, and its main exports include petroleum

Major Competitors in LatAm

•Amsia Motors•Fiat •Renault •General Motors •Ford •Mercedes •Honda •Mitsubishi•Chevrolet

Nissan

Toyota

Kia

Nissan

Suzuki

Volkswagen

Peugeot

Citroën

Chevrolet

Strengths Competency AnalysisStrengths

• Environment conscious and provides reduced carbon emission

• Elegant interiors and revolutionarily designed exteriors

• Exceptional fuel efficiency• Smooth performance• Fuel efficiency & low exhaust

emissions.

Weakness• Huge investment in expensive

fixed costs.• High costs of training and

retaining labour.• High Advertisement &

Promotion costs.• Fluctuating economic and

political conditions

Opportunities• Increasing fuel prices.• Changing customer needs.• Acquiring collaborations with

automobile business entities.• Augment distribution and

servicing network.• Low competition in Hybrid Cars.

Threats• Product recall.• Rising raw material prices.• Intense competition offering

innovative features at lower price.

• Higher maintenance costs may defer the customer

• New entrants

SWOT ANALYSIS

(Our Company)

Porter’s 5 Forces Model

1. Threat of New Entrants: Low  High capital High R&D cost Mass production to make cars affordable

2. Bargaining Power of Suppliers: Low Many parts needed so many suppliers

3. Bargaining Power of Buyers: High Limited number of players in the market

4. Threat of substitutes: High Substitutes are petrol or diesel

cars, solar cars or electric cars.

5. Competitive rivalry within the industry: Low Limited number of players High product differentiation

Industrial

Rivalry

Threat of new

entrants

Bargaining power

of suppliers

Threat of

substitutes

Bargaining

power of consume

rs

Entering Through : Joint Venture with Fiat In all three Countries

Why the decision : •Cost Reduction•Enhanced Skills•Less Risky•No need to build up an international infrastructure.

Entering LatAm

The Proposition

EMOTIONAL BENEFIT

FUNCTIONAL BENEFIT

ECONOMIC BENEFIT

People will have a feeling of contributing towards combating global warming by reducing carbon emission

Driving on electricity is cheaper then driving on fuel

DSTP ANALYSIS

DIFFERENTIATION:The eco-friendly cars for customers that are interested in saving the environment in style.

SEGMENTATION &

TARGETING:

Industrial Residential

Low Income

Middle level

Income

22-30 31-41

6.5k-10K Dollars

13K-16K Dollars

16K + Dollars

42-52

Elite

The Positioning Appeal

• An environment friendly car with state of the art features and comfort with enhanced safety• Large size and higher powerBatteries are

rechargeable.

Our earth is not.

Go Hybrid.It’s Lighter

on your pocket too.

• Value for Money-The Smart Buy • The Status• A feeling of Pride

Psychological appeal

The Big Idea• Brand Ambassadors

• Football Ground & Jerseys• Tournaments like La Liga and Copa America• Best player• Corporates & Hotels

Ronaldo Maradona

Promotions:• Showrooms• Brochures & interactive multimedia "eBrochures”• Demo cars• Facebook page• Web page showing demo of the car and explaining what the

car actually is.• Hoardings

Launch During Football Leagues

1 month plan:• TVC- 4 weeks• Print- 4 weeks• OOH- 4 weeks • BTL- select days• PR- 4 weeks + 4 weeks (Conferences)

Media Plan

THANK YOU!