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8/3/2019 14484132 Marketing Mix of Automotive Industry in India[1]
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AUTOMOTIVE
PROJECT REPORT
On
MARKETING MIX OF AUTOMOTIVE SECTOR
Submitted in the partial fulfilment of the requirement
For the award of degree of
MASTER OF BUSINESS ADMINISTRATION (MBA)
To
UNIVERSITY BUSINESS SCHOOL
PANJAB UNIVERSITY REGIONAL CENTRE, LUDHIANA
SUPERVISED BY: SUBMITTED BY:-
Mr. ASHISH SAIHJPAL NAVDEEP ROSHAN
FACULTY PUNEET JAIN
UNIVERSITY BUSINESS SCHOOL SAHIL AGGARWAL
SUMITGOYAL
1 University Business School,
Panjab University Regional Centre,Ludhiana
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AUTOMOTIVE
VIRENDER SINGH
2 University Business School,
Panjab University Regional Centre,Ludhiana
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ACKNOWLEDGMENTS
Words fail us to express our deep sense of gratitude to our revered supervisor, Mr.
Ashish Saihjpal, University Business School, whose erudite guidance and
supervision have made this work possible. We are very thankful for this valuable
guidance and constant encouragement during the preparation of this project.
We are highly thankful to all other members of department ofUBS (PURC) for their
suggestions and kind co-operation in this project work.
We would like to thank all the respondents whose responses were of great importance
for the project.
NAVDEEP ROSHAN
PUNEET JAIN
SAHIL AGGARWAL
SUMIT GOYAL
VIRENDER SINGH
3 University Business School,
Panjab University Regional Centre,Ludhiana
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OBJECTIVE OF THIS STUDY
This study is done in keeping following objectives in view:
To find out the present status of the automobile industriesin India.
To study the market research of the automobile industries.
To study the distribution and marketing strategy adopt byautomobile industries.
To enhance our analytical skills in the field of practicalapplication of Marketing
The marketers watchwords are quality,service, and value.
PHILIP KOTLER
4 University Business School,
Panjab University Regional Centre,Ludhiana
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CONTENTS
5 University Business School,
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S.NO. PARTICULARS PAGENO.
1 OVERVIEW 06
2 MARKET RESEARCH 15
3 MARKET ENVIRONMENT 16
4 SEGMENTATION 18
5 TARGET MARKET 20
6 NICHE MARKET 22
7 MARKET MIX 238 PRODUCT MIX 25
9 PRICE 32
10 PROMOTION 33
11 PLACE 44
12 PEOPLE 45
13 PHYSICAL EVIDENCE 46
14 PROCESS 48
15 DEALING WITH THE COMPETITION 49
16 DISTRIBUTION CHANNELS 51
17 THE VALUE CHAIN 52
18 SWOT ANALYSIS OF MARUTI UDYOG LTD. 53
19 PRODUCT LIFE CYCLE 56
20 INTRODUCTION OF TWO WHEELER 58
21 KEY PLAYER IN TWO WHEELER INDUSTRY 60
22 SEGMENTATION OF TWO WHEELER 61
23 KEY DRIVERS OF THE INDIAN TWO WHEELER 63
24 HERO HONDA PROFILE 66
25 MARKET MIX OF HERO HONDA 68
26 CASE STUDY OF KARIZMA 78
27 SWOT ANALYSIS OF KARIZMA 79
28 SWOT ANALYSIS OF COMPETITIOR (BAJAJ PULSAR 220) 8129 MARKETING MIX OF KARIZMA 84
30 CONCLUSION 89
31 BIBILIOGRAPHY 90
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OVERVIEW OF AUTOMOTIVE SECTOR
The industry is estimated to be a US$ 34 billion industry with exports
contributing 5 per cent of the revenues. The growth of the Indian middle class
with increasing purchasing power along with the strong growth of the
economy over the past few years has attracted global major auto
manufacturers to the Indian market. Moreover, India provides trained
manpower at competitive costs making India a favoured global manufacturing
hub. The Indian automobile industry is going through a technological change
where each firm is engaged in changing its processes and technologies to
maintain the competitive advantage and provide customers with the optimized
products and services. The de-licensing of the sector in 1991 and the
subsequent opening up of 100 per cent foreign direct investment (FDI)through the automatic route marked the beginning of a new era for the
Indian automotive industry. Since then almost all the global major
automobile players have set up their facilities in India taking the level of
production of vehicles from 2 million in 1991 to 10.83 million in 200708.
Stagnation of the auto sector in markets such as Europe, US and Japan on the
other, have resulted in shifting of new capacities and flow of capital to the
Indian auto industry. The Indian automobile industry has been growing at the
rate of 1527 per cent over the past five years. In two wheelers industry,
Indian companies are the largest manufacturers in the world. Bikes are a major
segment in the industry, the other two being scooters and mopeds. Moreover,
Indian car makers are earning acclaim worldwide. The home-grown
automaker, Maruti Suzuki has emerged as the fourth most reputed among
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auto companies in the world, even ahead of its parent Suzuki Motor Co of
Japan, according to the Global 200: The World's Best Corporate
Reputations list, compiled by US-based Reputation Institute.
EVOLUTION OF THE INDIAN AUTOMOBILE
INDUSTRY
Pre1983
1983-1993
1993-2007
Closed market
Growth of market
limited by supply Outdated models
Players
Hindustan Motors
Premier
Telco
Ashok Leyland Mahindra &
Mahindra
Suzuki, Japan and
GOI joint venture to
form Maruti Udyog Joint ventures with
companies in
commercial vehicles
and components
Players
Maruti Udyog
Hindustan Motors
Premier Telco
Ashok Leyland
Mahindra &
Mahindra
De-licensing of the
sector in 1993
Global major OEMsstart assembly in India
(GM, Ford, Honda,
Hyundai, etc.)
Imports allowed from
April 2001; alignment
of duty on components
and parts to ASEAN
levels
Implementation ofVAT
PRODUCTION: INDIA AS THE MANUFACTURING HUB
India with its rapidly growing middle class, market-oriented stable economy,
availability of trained manpower at competitive cost, fairly well-developed
credit and financing facilities and local availability of almost all the raw
materials at a competitive cost has emerged as one of the favourite investment
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destinations for the automotive manufacturers.
Japanese auto major, Nissan Motor Co, has identified India as one ofthe five low-cost countries to manufacture its new generation compact
cars, including the Micro.
Hyundai has made India its global hub for manufacturing small cars. It
will invest US$ 1 billion in its second plant in Chennai by 2013. In
addition, it is also investing US$ 40 million in its R&D facility in
Hyderabad.
General Motors has so far invested about US$ 1 billion into its Indianoperations. It has already started production of its small car, Spark in
its new Talegaon factory in Maharashtra, which has been set up with
an investment of US$ 300 million.
Mercedes-Benz will invest about US$ 64. 21 million in its plant at
Chakan near Pune, which would begin operations in February-March
next year. The plant would have a production capacity of 2,500 trucks
and buses and 10,000 cars over two shifts per year.
Renault has entered into 50:50 joint ventures with Nissan Motors and
together they have set up a manufacturing facility near Chennai at a
cost of US$ 901.35 million to deliver 400,000 cars annually.
Skoda Auto plans to make India its regional manufacturing hub. It will
start producing cars in India by 2010 with a manufacturing target of
50,000 units. Besides the domestic market, these will also be exported
to neighbouring countries like Nepal, Sri Lanka, Burma and
Bangladesh.
DOMESTIC MARKET
According to the Society of Indian Automobile Manufacturers (SIAM), the
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Indian auto industry recorded a production growth of 8.39 per cent during the
current fiscal year till October 2008, over the same period in the previous
fiscal.
SALES
The growth of the passenger vehicles segment during AprilOctober 2008 was
4.87 per cent over the same period, the previous year. Passenger cars grew by
3.51 per cent, utility vehicles by 6.33 per cent and multi-purpose vehicles by
18.15 per cent in this period. However, cumulative sales of commercial
vehicles segment registered a decline during the period. The segment
registered a decline of 2.97 per cent during AprilOctober 2008 as compared
to the same period last year.
In the three-wheelers segment, passenger carriers grew by 19.64 per cent
during April-October 2008.
Two-wheelers registered a growth of 6.65 per cent during AprilOctober
2008. Mopeds, motorcycles and scooters grew by 4.77 per cent, 6.59 per cent
and 6.79 per cent, respectively. Electric two-wheelers segment also grew by
54.25 per cent.
INDIA AS THE EXPORT HUB
In terms of manufacturing excellence and availability of low-cost quality
components as well as a fast expanding domestic market, India is all set to
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become the global export hub of the automobile industry. The exports markets
have helped carmakers such as Maruti Suzuki and Hyundai Motor India post
greater sales overseas than in the domestic market.
According to the figures released by SIAM, the period from AprilOctober
2008 saw automobile exports registering a growth of 29.36 per cent.
As the world moves away from big cars to smaller makes, owing to high fuel
costs and general recessionary trends, the small car advantage presents a huge
business opportunity for car makers in India. The Indian car market accounts
for 71 per cent of small cars, while in China it accounts for 33 per cent.
Home-grown auto major, Maruti Suzuki, the country's largest car maker,
currently exports Alto, M800, Omni, Wagon R and Zen Estilo to non-
European markets such as Chile, UAE, Algeria and East Africa. The Japanese
car maker, which exported 53,000 units in 200708, will up it to 200,000 units
by 2010.
Korean car makerHyundai exports 40 per cent of its small car production,
primarily 'i10' and 'Santro', which sells as 'Autos' in 97 countries across
the world. The sales of its newly-launched compact car i10 touched 106,749
units in the overseas markets within seven months of being launched in
December 2007.
As a part of its strategy to make India an export hub for compact cars,
Hyundai Motors has raised production to 0.6 million units per annum.
The latest addition to the list is Nissan, which plans to buy 50,000 A-Star
compact cars from its rival Maruti Suzuki and export to markets in Europe as
well as make small cars in India and start exporting it to Latin American and
African countries by 2010. The car makers in the markets like Latin America
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and Europe too have ramped up sourcing orders of small cars from Indian
companies.
FDI, MERGERS, ACQUISITIONS AND JOINT VENTURES
In sync with the dynamics of an open market, mergers and acquisitions and
joint ventures have continued to be the driving force in the Indian automobile
industry. Leading Japanese, Korean, European, French, Italian and American
automobile companies have either set up their own manufacturing base in
India or have tied up with Indian automotive firms to roll out new products
from Indian market. The list includes Toyota, Nissan, Renault, Fiat, Honda,
Kawasaki, Cummins and many more. On the other hand, Indian companieshave also been bullish in acquiring foreign automobile companies to reinforce
their presence in the global market.
The biggest acquisition in the first half of 2008 has been the Tata Motors'
acquisition of Jaguar-Land Rover from US automobile firm for US$ 2.3
billion. During this period, another auto major, Mahindra & Mahindra has
acquired three Italian companies - G R Grafica Ricerca, Metalcastello
and Engines Engineering. Another event is Daimler AG's acquisition of 26
per cent stake in Sutlej Motors.
The prominent private equity deals in the first half of the year include Golbot
Holding's (a Goldman Sach arm) 3.68 per cent stake in M&M for US$ 175
million, AIG Global Investment's US$ 20 million in Unipart, AIG's 14.5 per
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cent in Kinetic Engineering and Phi Advisors' 10 per cent in M&M's
subsidiary First Choice.
EMERGING TRENDS: SMALL CARS, HYBRID CARS
One of the innovative cars which is prominent in existence in the southern
zone of India is the electric car, Reva. Reva has now begun to capture other
markets too, with emphasis shifting to saving fuel. Other carmakers such as
Hero Electric and M&M are coming out with electric versions.
Recently, after the launch of Nano by Tata Motors, the global automotive
market has shifted its focus on the huge potential of small car segment. The
landmark innovation has shed light on a vast market of potential consumers
who were hitherto unable to afford a car.
The Invest India Incomes and Savings Survey 2007, by IIMS Data works, and
another study by CRISIL Research suggest that there is a huge demand base
for entry level cars in India. The immediate potential demand base for a car of
1.6 million units, according to the former, is based on the respondents, who do
not own a car at present but aspire to own one in the next 12 months. Nearly
all automotive giants have geared up towards leveraging the prospect of this
segment.
Quite a few of Indian auto-makersMaruti-Suzuki with its 'Splash'
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and 'A Star', Hyundai with 'i20', Fiat with 'Grande Punto'plan to
roll out new small car models by the end of 2008.
General Motors plans to roll out its new mini car next year from its
Talegaon plant, near Pune. This will be followed by the launch of a
sedan category car named Cruz by 2010.
Tata Motors is also set to offer an all-new version of its Indica, which
has lured the Indian auto consumer segment for the last many years.
Many new players would also make an entry into the small car
segment. Honda, with its much-awaited 'Jazz', and Volkswagen, with
an Indian version of its popular 'Polo compact', are among the
prominent ones.
Global biggies like Toyota and General Motors are also expected to
join the bandwagon by 2010.
Apart from that it is the hybrid car that has caught the attention of the
Indian auto manufacturers. India's first hybrid car, Honda's 'Civic'
sedan has been launched in June 2008.
Following the precedence, home-grown majors like, Tata Motors andMahindra & Mahindra are developing hybrid cars.
Even BMW is planning to introduce its hybrid car to India within two
years of its global launch due in the next 18 months.
AUTOMOTIVE MISSION PLAN 20062016
The vision of the Automotive Mission Plan (AMP) 20062016 is to emerge
as the destination of choice in the world for design and manufacture ofautomobiles and auto components with output reaching a level of US$ 145
billion accounting for more than 10 per cent of the GDP and providing
additional employment to 25 million people by 2016.
As per the AMP, it is estimated that the total turnover of the automotive
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industry in India would be in the order of US$ 122 billion159 billion in 2016.
It is expected that in real terms, India would continue to enjoy its eminent
position of being the largest tractor and three-wheeler manufacturers in the
world and the worlds second largest two-wheeler manufacturer. By 2016,
India would emerge as the worlds seventh largest car producer (as
compared to the eleventh largest currently) and retain the fourth largest
position in world truck manufacturing sector. Further, by 2016, the
automotive sector would double its contribution to the countrys GDP
from current levels of 5 per cent to 10 per cent.
LEADING PLAYERS AND SEGMENTS IN WHICH THEY OPERATE
Manufacturer Segments
Ashok Leyland LCVs, M&HCVs, Buses
Asian Motor Works M&HCVs
Atul Auto Three wheelers
Bajaj Auto Two and Three Wheelers
BMW India Cars and MUVsDaimler Chrysler India Cars
Eicher Motors LCVs, M&HCVs, Buses
Electrotherm India Electric Two Wheelers
Fiat India Cars
Force Motors Three Wheelers, MUVs and LCVs
Ford India Cars and MUVs
General Motors India Cars & MUVs
Hero Honda Motors Two Wheelers
Hindustan Motors Cars, MUVs and LCVs
Honda Two Wheelers, Cars and MUVsHyundai Motors Cars and MUVs
Kinetic Motor Two Wheelers
Mahindra & Mahindra Three Wheelers, Cars, MUVs, LCVs
Majestic Auto Three Wheelers
Maruti Suzuki Cars, MUVs
Piaggio Three Wheelers, LCVs
Reva Electric Car Co. Electric Cars
Royal Enfield Motors Two Wheelers
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Scooters India Three Wheelers
Skoda Auto India Cars
Suzuki Motorcycles Two Wheelers
Swaraj Mazda Ltd. LCVs, M&HCVSs, Buses
Tata Motors Cars, MUVs, LCVs, M&HCVs, Buses
Tatra Vectra Motors M&HCVs
Toyota Kirloskar Cars, MUVs
TVS Motor Co. Two Wheelers
Volvo India M&HCVs, Buses
Yamaha Motor India Two Wheelers
MARKET RESEARCH
Market research often refers to either primary or secondary research. Secondary
research involves a company using information compiled from various sources, which
is about a new or existing product.. Primary market research involves qualitative
research (such as focus groups or one-on-one interviews) and quantitative research
(such as surveys) as well as field tests or observations conducted for or tailoredspecifically to that product. Primary research, which is also called field research or
original research, is useful for finding new information and getting customers' views
on products.
SCORPIO
Having defined the competitive framework, the next task undertaken was that of
analyzing the consumer. Consumer segments of B and C category car buyers were
analyzed in terms of their expectations from a car, their perceptions about cars and
their relationship. Proprietary techniques of research, of the advertising agency
Interface Communications, like Mind & Mood, ICON and VIP were used to
understand this consumer. The findings were:
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* Size matters- big size stands for status
* Consumers seek latest technology
* Imagery but at affordable prices
* The sheer thrill and passion of driving an SUV
* Power of the vehicle makes a statement
* But along with the others, luxury was a very important parameter
* International vehicles define imagery
SUVs like Pajero, Land Cruiser and Prado are seen as urban vehicles for the rich and
famous consumers aspire to own these vehicles as the imagery of these vehicles has
become very desirable.
Consumers want to consume premium imagery at prices affordable to them
The Marketing Environment
Marketing environment consists of the actors and forces outside marketing that affect
marketing managements ability to build and maintain successful relationships with
target customers. The marketing environment offers both opportunities and threats.The environment continues to change rapidly. The marketing environment is made up
of Micro-environment and Macro-environment.
The Micro environment consists of the actors close to the company that affect its
ability to serve its customers. These actors are: the company, suppliers, marketing
intermediaries, customer markets, competitors and publics.
The Macro environment consists of the larger societal forces that affect the
microenvironment. These forces are: demographic, economic, natural, technological,
political and cultural forces.
GM STUXX
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THE DEMOGRAPHIC ENVIRONMENT
The demographic position will be on the United States. Since, the target market is for
the middle class; it will provide a boost for the 32% of the total population. Thisproduct will produce a superior value to customers who always value the brand. Also,
it will keep the popularity of the product at their trend. In this case, more and more
customers will be able to keep this product if it satisfies their condition. Additionally,
the middle class group will be loyal to this product brand and as generation goes by;
this product will be there forever. On the other hand, this product is also designed for
students, and working class people. This is due to the fancy and environmental design.
Students will be so grateful to have fancy car while the working class group will tend
to afford such an affordable environmental car design.
THE NATURAL ENVIRONMENT
This product is basically designed to reduce the carbon emission from fuels and help
to preserve our environment. It is very important to design such car to help decrease
the rate of carbon dioxide from the air and provide a better condition to tackle globalwarming. This car will provide a boost to the natural environment because it is safer
and has an image to be friendlier to the environment itself. In this case, more and
more people will tend to buy such car to protect the environment by reducing the
carbon emission to the air.
THE ECONOMICAL ENVIRONMENT
The world is facing a shortage of fuel and it has become an economical crisis to
everycountry. This is evidence as the price of fuel is increasing and the probability of
the price of a barrel to increase at any day is very high. Therefore, this product will
help customers to save money because it consumes less fuel. The fuel consumption is
one of the best criteria based on this product. On the other hand, customers will be
able to satisfy with this kind of product because it is not too expensive and everybody
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has the privilege to afford one. This product will satisfy the superior value of all
different customers since it has a very good design to solve to fuel shortage, less
expensive, and can be affordable to anyone.
THE TECHNOLOGICAL ENVIRONMENT
The fastest growing of information technology helps this product to be at its best. Its
design is basically provided with the help of information technology. Looking at its
design, this product benefits a lot from the technological sectors. This proves that this
product is favourable to the environment. Also, this product can be modified or even
upgraded to the standard where it will be suitable at any environmental condition. The
Information technology is very effective in letting this product to be very efficient. In
this case, it helps customers to satisfy this kind of product in this technological
environment.
THE SOCIAL AND CULTURAL ENVIRONMENT
It is believed that protecting the environment is a great concern. Therefore, this
product is purposely designed to be environmentally friendly. As a result, most people
in the United States and elsewhere are willing to offer such kind of product to save the
environment. If more and more people are keen to buy such kind of product then the
environment would be safe at any cost. Consequently, people will be more supportive
to save what is best for the communities and the environment.
SEGMENTATION
A market segment consists of a group of customers who share a similar set of wants
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The marketer does not create the segments; the marketers task is to identify the
segments and decide which one(s) to target. Segment marketing offers several
benefits over mass marketing. The company can create a more fine-tuned product or
service offering and price it appropriately for the target segment. The company can
more easily select the best distribution and communication channels, and it will also
have a clearer picture of its competitors, which are the companies going after the
same segment.
In the context of automotive sector, we would be classifying it in the following ways-:
BASED ON THE PRICE OF THE CAR
BASED ON THE LENGTH OF THE CAR
BASED ON THE USER SEGMENT
BASED ON THE PRICE OF THE CAR
On the basis of price of car we can segment the car in following ways-:
Economy Segment
o The economy segment of car ranges up to Rs. 2.5 lacs. The products in
ths segment are Maruti 800, Alto and the newly launched product of
TATA motors i.e. NANO.
Mid- Size Segment
o The mid-size segment of car ranges from 2.5 lacs to 4.5 lacs. It
includes the products like Hyundai santro, Maruti zen, Tata Indica etc.
Luxury car segment
o The luxury segment of car ranges from 4.5 lacs to 10 lacs. It includes
the products like Honda city, Hyundai Verna, Mahindra Scorpio etc.
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Super luxury car segment
o The super luxury segment of car ranges above 10 lacs. This segment
satisfies the elite class of the society. It includes the products like
Skoda Laura, Honda Accord, BMW, Mercedes, Audi etc.
BASED ON THE LENGTH OF THE CAR
A segment- Cars that are less than 3.5 meters long (800, omni)
B segment- Cars between 3.5 meters to 4 meters long( Zen, SX4, Santro)
C Segment- Cars between 4 meters to 4.5 meters long (Verna, Honda city,
ford fiesta)
D segment- Cars that are more than 4.5 meters long( Mercedez, Sonata,
Accord, Skoda)
BASED ON THE USER
Segmentation of automotive sector is also based on the user of the products. Like the
example of TATA Motors, when it observed that their product INDICA is used
extensively by the taxi operators, it came up with a new model of the car having
Round Tail Lights to distinguish it from the car having vertical tail lights used by the
individual buyers.
Individual Buyers
Taxi operators -:
Government /non-government institutions
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TARGET MARKETS
The segment that gives the greatest opportunity to the marketer is called target
marketing.
VOLVO MOTORS
Volvo Motors develops its cars for buyer to whom automobile safety is a major
concern. Volvo therefore positions its as a safest a customer can buy.
.
HYUNDAI MOTORS
Hyundai marketing strategy is differentiated marketing. Its primary consumer target
is middle to upper income professionals who need true value for their money and
comfortable ride in city conditions. Its secondary consumer target is college students
who need style and speed. Its primary business target is midsized to large sized
corporate that want to help their managers and employees by providing them a car for
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ease of transport. Its secondary business target is entrepreneurs and small business
owners who want to provide discounts to managers buying a new car.
Each of the four marketing strategies conveys Hyundai differentiation to the target
marketing segments identified above.
Hyundai Santro is targeting middle
professionals
Accent was launched to target corporate clients
NICHE MARKET
A niche is a more narrowly defined group seeking a distinctive mix of
benefits. Marketers usually identify niches by dividing a segment into sub segments.
BMW is targeting high class people but it is mainly targeting
the young people who earn a lot of money up to the age of 35-40 years and want to
have a stylish saloon.
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Mercedes is also targeting high class people but it is mainly
targeting the CEOs, chairmen, etc of age group of 50-60 years.
MARKETING MIX
A Marketing mix is the division of groups to make a particular product by pricing,
product, branding, place, and quality. Although some Day1 marketers have added
other P's, such as personnel, packaging and physical evidence, the fundamentals of
marketing typically identifies the four P's of the marketing mix as referring to:
"Marketing Mix" is set of correlated tools that work together to achieve company's
objectives, they are: product, price, promotion, place.
The set of controllable tactical marketing tools, product, price,place and promotion -
that the firm blends to produce the response it wants in the target market:
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Product- A tangible object or an intangible service that is mass produced or
manufactured on a large scale with a specific volume of units. Intangible
products are often service based like the tourism industry & the hotel industry.
Typical examples of a mass produced tangible object are the motor carand the
disposable razor. A less obvious but ubiquitous mass produced service is a
computer operating system.
Price The price is the amount a customer pays for the product. It is
determined by a number of factors including market share, competition,
material costs, product identity and the customer's perceived value of the
product. The business may increase or decrease the price of product if other
stores have the same product.
Place Place represents the location where a product can be purchased. It is
often referred to as the distribution channel. It can include any physical store
as well as virtual stores on the Internet.
Promotion Promotion represents all of the communications that a marketer
may use in the marketplace. Promotion has four distinct elements -
advertising, public relations, word of mouth and point of sale. A certain
amount of crossover occurs when promotion uses the four principal elements
together, which is common in film promotion. Advertising covers any
communication that is paid for, from television and cinema commercials, radio
and Internet adverts through print media and billboards. One of the most
notable means of promotion today is the Promotional Product, as in useful
items distributed to targeted audiences with no obligation attached. This
category has grown each year for the past decade while most other forms have
suffered. It is the only form of advertising that targets all five senses and has
the recipient thanking the giver. Public relations are where the communication
is not directly paid for and includes press releases, sponsorship deals,
exhibitions, conferences, seminars or trade fairs and events. Word of mouth is
any apparently informal communication about the product by ordinary
individuals, satisfied customers or people specifically engaged to create word
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of mouth momentum. Sales staff often plays an important role in word of
mouth and Public Relations
PRODUCT
MARUTI SWIFT
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European Styling. Japanese Engineering. Dream-Like Handling.
The new Swift is a generation different from Suzuki design. Styled with a clear sense of
muscularity, its one-and-a-half box, aggressive form makes for a look of stability, a sense
that it is packed with energy and ready to deliver a dynamic
drive. Its solid look is complemented by an equally rooted road presence and class-
defining ride quality. New chassis systems allow for the front suspension lower arms,
steering, gear box and rear engine mounting to be attached to a suspension frame. You
get lower road noise, and a greater feeling of stability as you sail over our roads with
feather-touch ease.
TATA INDICA
Though a late entrant, the Indica quickly established itself as the benchmark for the
segment. By offering exciting features, the car changed the rules of the category inSpace, Power, Style, Safety and Economy for international market. The Indica
ensured a pleasant ride and handling experience as it had features like wide large
tyres, generous leg room and independent front and rear suspension. It developed a
new segment of diesel small cars along with its petrol offering. The luggage space
was also the best in its class.
The rigid 980 kgs steel body of the car was rigorously tested at India's first and only
crash test facility. A collapsible steering wheel, impact absorbing bumpers, anti-
submarine seats, crumple zones and side impact beams are just a few of the features
that make the Indica one of the safest cars on the roads today. Savings are ensured
with the fuel-efficient 1.4L diesel engine, while the 1.4L petrol engine is optimized
for performance.
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Indica features for international market:
Collapsible steering column
Side-impact beam
Energy-absorbing crumple zones in the front
Anti-submarine seats
Child-safety locks on rear doors
Laminated front and rear windshield glass
SCORPIO
Rational benefits: World class vehicle, good looks, car like comfort, great value
Emotional benefits: Ownership experience of thrill, excitement and power
Relational benefits: Young modern, premium, city companion / extension of lifestyle.
PRODUCT, SERVICES AND BRANDING STRATEGY
What is a Product?
Product is anything that can be offered to a market for attention, acquisition, use, or
consumption that might satisfy a want or need. Products include more than just
tangible goods. Broadly defined, products include physical objects, services, events,
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persons, places, organizations, ideas or mixes of these entities. Services are a form of
product that consists of activities, benefits or satisfactions offered for sale that are
essentially intangible and do not result in the ownership of anything.
Example: banking, hotel and airline.
Products, Services and Experiences:
Today, companies are creating and managing customer experiences with their
products.
Levels of Products and Services:
Product Planners need to think on three levels:
1. Core Benefit: This addresses the question What the buyer is really buying?. At
this level, marketers must define the core: problem-solving benefits or services that
consumer seeks.
2. Actual Product: At this level, the core benefits must be turned into actual
products. Product planners need to develop product and service features, design,
quality level, brand name and packaging.
3. Augmented Product: Finally at this level, the product planners must bundle the
products with services. They must build an augmented product by offering additional
consumer services and benefits.
Hyundai Santro
CORE PRODUCT
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Core Product is the problem solving services or benefits that consumers purchase the
product for, and by applying this concept to Santro you can state that the core product
is speed, transportation, and freedom to go anywhere, easy traveling, and
convenience.
ACTUAL PRODUCT
Actual product meaning the products parts, quality, features, design, brand name and
other attributes received. Now, if we use these things and combine it with Santro we
can state that the actual product is: Santro, as the brand name, it matters little about
the name, because HYUNDAI is very famous already, people will recognize the
brand in an instance, and features such as the fact that the car is fully customizable, so
you can add most things to your car, i.e. Stereo, big speakers, rims for the tires, TV in
seat etc., also design, where you can choose between a lot of colours, seat colour, and
fabrics, all the things you can imagine. And of course the quality, the car will be
regular HYUNDAI standard, meaning quality will be the same as for any other car
made by HYUNDAI, which is high quality.
AUGMENTED PRODUCT
Augmented product is the additional consumer services and benefits built around the
core and actual product, as well as add value and differentiate the product from its
competition. The augmented product for Santro is after-sale services such as free
yearly check up, as well as a free oil check after 2 years, free installation of additional
features when you customize your car, and help with car insurance, and quick repair
services.
PRODUCTCLASSIFICATIONS
GM STUXX
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From the 4 product classifications, convenience, shopping, specialty and unsought,
the Stuxx is classified as a specialty good, since specialty goods are purchased
infrequently, and most of the times, buyers make special purchasing effort. By listing
some of the characteristics for specialty products we can say that substitutes are not
accepted, and that the product is infrequently purchased, and since our Stuxx is a GM
we know that there are some brand loyalty as well. And if we look at the strategy, we
can note limited distribution, and consumers might seek our product regardless of
location,
STAGES IN DEVELOPING PRODUCT AND SERVICE
ATTRIBUTES
PRODUCT ATTRIBUTES
Product attributes consist of several categories, such as Product quality, Product
features, Product style and design. For Stuxx product quality is the performance
quality, because it can be used a lot and still last for a long time (Durability). And as
for Product style we know that Stuxx offers many colours and many styles used to
attract attention from trendy consumers, and general consumers, the style howeverdoes not contribute to better performance. For Product design, the car has a very
special chassis that allows many changes, making this a fully customizable car, where
you are free to alter appearance, features, construction, such as adding items on the
back of the car, lowering the car making it look more stylish like a race car.
BRANDING
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There are several advantages for buyers when talking about branding, first of all
product recognition, everyone knows GM, so if they know GM, then they know Stuxx
as well. Quality on Stuxx is same standard as the rest of GMs cars. There are. But not
only buyers have advantages, no, sellers as well. Here are a few examples, basis for
products quality, provides legal protection, helps to segment the markets.
BRAND STRATEGY
A study of international brand names was done and a classification of brand names of
midsize cars and SUVs was done into groups. International brand naming trends and
strategies were analyzed. New names were generated. These brand names were
researched massively first by qualitative techniques and then by quantitative
techniques.
The name that emerged as most popular, and which was also the most liked name
internally at Mahindra was SCORPIO.
BRAND ENDORSEMENT STRATEGY
The relation between Scorpio and the mother brand Mahindra was also deliberated
upon. The strategy chosen for Brand Endorsement was - Scorpio from Mahindra -
shadow endorsement, one which does not shout Mahindra.
The Mahindra brand image was not modern and young. There was a need to create a
strong distinct modern brand. Hence Mahindra as a Masterbrand could not contribute
towards enhancing the Value Proposition. Yet Mahindra had to provide source
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reassurance. Also the distribution would be through Mahindra dealerships. Hence it
became a shadow endorser.
PACKAGING
Since product is a car, packaging might not be of much importance. Cars usually
dont come in a box. However, since Santro is made for students and older, they have
decided to make a big box, free of all charges, if the car is a gift for someones
birthday. Santro is a good choice as a first car; parents can easily buy it as a gift for
their young teenagers/students.
LABELING
No labelling, however for curious users, there will be a small brochure about the
ingredients car parts, so they can see how exactly the car works, and what and
where the different parts are from.
PRODUCT SUPPORT SERVICES
As for product support services, there are 3 things to know: Assess the value of
current services and obtain ideas for new services. Assess the cost of providing the
extra services and putting together a package of services that delights the customers
and yields profits for the company. All these, are already applied to Santro if we look
at Augmented Product, which I wrote about earlier. Customers would be delighted
about those extra services, and might tell friends about them and in the end make
more profit for the company.
PRODUCT LINE DECISIONS (The Product Mix)
When it comes to product line decisions, and product mix to be exact; we will find
that there are 3 types, namely width, length and depth. As for Stuxx, it is definitely
width, because Stuxx is a different product line for GM.
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PRICE
MARUTI SWIFT
After launching cars for the masses since so many years, Indias largest automobile
manufacturer is now targeting the premium segment with their latest model from the
Suzukis stable. Pricing of this premium hatchback is start from Rs.4 lakh. This price
range would practically rip apart Hyundais offering in Getz, which is priced at a
much higher tag of Rs. 4.5 lakh. Both the companies are known for their value basedofferings and Maruti with their extensive service network and brand reputation for
making reliable cars should get the customers nod over their competition.
TATA INDICA
Tata Motors adopted a competitive pricing strategy for Indica in the global market.
Prices were fixed on the basis of the norms prevailing in the international market.
Also the prices offered by their competitors like Toyota, Ford, Fiat, were kept in mind
while deciding the prices.
SCORPIO
Pricing Strategy: to be a premium brand yet
having universal appeal .Scorpio was to compete with the midsize
cars like Hyundai Accent, Ford Ikon, Opel Corsa, Maruti Suzuki Esteem on the one
side and UVs like Toyota Quails, Tata Safari and the Tata Sumo on the other. Scorpio
adopted the penetrative pricing strategy positioned in the psychological price barrier
of Rs. 5 -7 Lakhs.
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PROMOTION
MARUTI SWIFT
When Maruti Udyog launched the Swift, the automotive industry was agog with
expectation that the car had the makings of a real winner. Three versions were
launched with the base variant carrying a retail tag of Rs 3.85 lakh, ex-showroom,
New Delhi, and this aggressive pricing only reinforced this feeling.
Event Organized By Maruti to Promote Swift
Fever FM and Maruti Suzuki Swift organize a Night
Rally for Delhi-itesOn March 24, 2009
In a co-operative marketing initiative, Fever FM and
Maruti Suzuki Swift came together to organize a Night
Rally in Delhi. The Swift Night Life Rally was
organized for the Swift Life Club. The brand tied up with the station to extend the
experience to the people who were unable to participate in the activity.
Honda
Road Shows
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The company plans to stage road shows, to display vehicles in the pavilions during
various college festivals and exhibition.
Hyundai
Television advertisements
Advertisements to promote and market
our product are shown on leading televisionchannels. Major music and sports channels
promote and they reach out to the youth will be
promoted through Star, Zee, Sony and
A TV Commercial by Hyundai doordarshan etc as it has more viewers.
.
Radio
Radio is the medium with the widest coverage. Studies have recently shown high
levels of exposure to radio broadcasting both within urban and rural areas, whether or
not listeners actually own a set. Many people listen to other people's radios or hear
them in public places. So radio announcements are made and advertisements are
announced on the radio about the product features and price, qualities, etc.
Print Ads
Daily advertisements in leading newspapers and
magazines are used to promote the product.
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Leaflets at the initial stage are distributed at railway stations, malls, college areas and
various other locations.
Print ad by BMW
Workshops and Seminars
Workshops and seminars are held in colleges and big corporate to make people awareabout the companies past performance and product features, its affordability and
usage, vast distribution network.
Banners, neon signs
Hoardings, banners, neon signs are displayed at clubs,
discs, outside theatres, highways and shops to promote its
brand car.
Booklets and pamphlets
Booklets are kept at car showrooms, retail battery outlets, etc for the customer to read.
These booklets provide information about its company; the products offered which
suits the customers need accordingly.
TOYOTA COROLLA
The Promotion for Toyota Corolla consists of a blend of activities making its
Promotion Mix. Its Promotion Mix consists of almost all the possible techniques of
Promotion used for any other product. Some of the major elements of Promotion Mix
of Toyota Corolla are listed as under:
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Advertising
It uses many different techniques of Advertisement as a part of its Advertising
Strategy.
Most of the Print Ads of Toyota Corolla are individually targeted at one of these
factors such as Comfort, Performance, Styling, Power, Leg Room, Design, and
Driving Pleasure. One most common feature of almost all the Ads is that in every
Advertisement, the fact that it is the Worlds Largest Selling Car and its presence
across 160 countries is present. This is done to because the company wants to
differentiate the product in terms of its Reliability that it is an entrusted brand of 30
Million people across the globe. The fact that it is present in 160 countries proves that
it is a Global Car.
There are 3 TV Commercials of this Car in India. The Commercials show that this
Car is targeted mainly at the Indian youth and young Executive. It has been positioned
as a little sportier which is the main reason that it is for young people and is also like
by them too.
The Brochures, Posters/Leaflets are such designed that shows that Corolla is a car forpeople who demand Performance, Style, Power and Sheer Driving Pleasure. The car
being a perfect combination of these factors makes it a huge success across its
segment.
The Other Sources of Advertisement include Bill Boards, Display Signs, POP,
Displays, Symbol/Logo. The company does the Advertising of Corolla by displaying
Bill Boards and Display Signs at various target places where it feels that prospective
buyer will come across it. At the showroom also, there are huge amount of Point Of
Purchase Displays and also Symbols/Logo which add to it.
One of the major sources of Sales Promotion is Trade Fairs like AUTO EXPO,
MOTOR SHOW etc. The company used to take part in these types of fairs and used
it for its Sales Promotion. But now the trend is shifting because the company thinks
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that if they want to launch a product on a National Level, then there is no need for
such kind of shows as now there are various other powerful sources of media
available to them. Moreover the cost spent on these kinds of fairs was not justified. So
therefore the company is now keeping away from fairs. In 1999 Toyota last time
participant at the RAC rally in Britain.
Some other Sales Promotion technique used by the company is the Festival Season
Offers it introduces in the market at the time of Diwali, New Year, Christmas,
Navratri etc to boost short term sales.
Public Relations and Community Building Exercise
Contribution to Tsunami
Toyota Kirloskar Motor wins Best Ornamental Garden award for its landscape
Toyota Kirloskar signs MoU with Bangalore University for promotion of
Japanese Language
Toyota observes earth day by supporting local schools
Organizing Drawing/Painting Competition on Me and my Environment for
kids from Govt. Schools.
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PERSONAL SELLING
Personal Selling largely takes place at the Dealers End. The way the customer isattended depends mainly on the Dealer as he acts as an interface between the
company and the Consumer.
The various cases in which Personal Selling takes place is Individual Sales, Corporate
Sales, Sales Presentations, Fair and trade Shows. Mostly in case of Individual Sales
the Customer goes to the showroom and takes a look at the product. There he is
attended to by the Sales Personnel of the Dealership. Sometimes the Senior Sales
Executive has to make Sales Presentation to Corporate Buyers. Personal Selling is
also practiced at Trade Fairs and Auto Shows wherein the Company appointed SalesPersonnel attend prospective customers and also book their orders.
DIRECT MARKETING
In the case of Direct Marketing the Company Officials directly contact the
Prospective buyers with the information available through various sources. For
example in case of Road Shows, Trade Fairs, Auto shows etc. Sometimes the existing
customers also provide references of prospective buyers such as their friends or
relatives.
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Toyota Stall at the Auto Expo
GM STUXX
GMI has launched several industry first programs such as Opel Club Card facility,
Opel Carnivals, Opel Autobahn newsletter, chauffeur training programmes, mobile
road-show caravan, car exchange programme for Opel customers, OK 5-Star used car
programme,
There is two-year and four-year warranty schemes, 2 year service holiday etc. Such
programmes have helped GM in building its brand equity and developing a loyal
customer base.
SCORPIO
Brand Promise: Luxury of a car. Thrill of an SUV
this brand positioning addresses the key consumer Insight and the product delivers the
promise. The position is also a unique proposition, which will help the brand have a
distinct image in the consumers mind.
Baseline - Nothing Else will do
The baseline captures the essence of the brand, which is superiority and
uncompromising attitude. It also summarises the spirit behind the making of the
Scorpio.
Media Strategy
*Dramatic and high impact launch
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* High visibility
* Push brand image even by the media vehicle
Building impact through multiple-media
* PR, Mass Media, Direct Marketing, Events
Public Relations
Pre-launch excitement and buzz was created by a full blown PR program. Media
coverage on the IDAM process, the people behind the Scorpio, the obsession, the
world class technology, etc set the tone for the hyped up launch. PR was also the first
tool used for launching the Scorpio. The coverage of the launch was massive. It gotfour cover stories
Mass Media
While the media targets would be achieved through the right selection of the media
mix, the Scorpio media posture was to ensure that Scorpio was present on the decided
media but with a difference. Scorpio would use media innovations to create
differentiation on the traditional media and do things in a bigger and better manner.
Customer Relationship Management (CRM)
CRM as a tool was used to create positive word-of-mouth, to monitor customer
experiences and generate referrals. A series of CRM activities were implemented with
regular direct communication, events and customer research. The CRM plan included
a welcome Pack on filling up Scorpio Club (Top Gear) form, satisfaction surveys,
Events, Festive offers, Rewards Program, etc.
TATA INDICA
More car per car is the famous tagline of this product. The Indicas positioning has
remained consistent with the brand's offering in an increasingly competitive market.
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The Indica is now synonymous with the word More, by encapsulating the inherent
product strengths and marrying them with the customer trait of desiring More.
A promotion strategy for Indica v2 in international market is more or less same as that
of the Indian market. Media innovations have been a key to the success of the Indica.
Tata at 29th Bangkok International Motor Show 2008
The positioning was strengthened with the successful launch of the Indica V2, which
assumed the leadership position in the year of its launch.
The Indica v2 was launched in the international market only through the press
medium, with three diesel versions and a petrol version, and this campaign shattered
many automobile advertising myths. The car was launched without any television
advertising, but through high-impact newspaper ads, dominating the medium and
delivering the desired impact. Headlines such as Youll never have to suffer a small
car again assisted customers in distinguishing between their old choices and the
Indica. This, in effect, placed the Indica on the pedestal of leadership, set to change
the rules of the game.
A recent campaign for the Indica V2 has helped in building the product on the rational
platform and adds an emotional layer. Anchored on the insight Its only human to
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want more, the campaign revolves around interesting candid moments in the daily
lives of normal everyday people who desire more; be it a boy wanting the other boys
bigger lollipop, or a baby crying when her parents stop driving her around in the
Indica V2. The latest campaign moves to the Even more car per car positioning.
PLACE
MARUTI SWIFT
The car manufacturing company, called Maruti Suzuki Automobiles India Limited, is
a joint venture between Maruti Udyog and Suzuki Motor Corporation holding a 70
per cent and 30 per cent stake respectively.
The Rs1,524.2 crore plant has a capacity to roll out 1 lakh cars per year with a
capacity to scale up to 2.5 lakh units per annum. The car manufacturing plant will
begin commercial production by the end of 2006.
The engine and the transmission plant has owned by Suzuki Power train India Limited
in which Suzuki Motor Corporation would hold 51 per cent stake and Maruti Udyog
holding the balance. The ultimate total plant capacity is three lakh diesel engines.
However, the initial production is 1 lakh diesel engines, 20,000 petrol engines and 1.4
lakh transmission assemblies.
TATA INDICA
Tata automobile group have a very large distribution network all over the world. Tata
Indica v2 is exported and assembled in many countries. South Africa has an
assembling unit for consumer vehicles. Other places where the companys products
(Tata Indica) are exported and in some assembled also are mentioned below:
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Africa :- Algeria , Angola , Ethiopia , Ghana , Kenya , Mauritius , Sudan ,
Uganda , South Africa , Senegal etc.
Europe: - Greece, Hungary, Italy, Malta, Portugal, Spain,
Switzerland, UK and Ireland.
CIS : - Belarus, Russia, Ukraine.
Asia: - Bangladesh, Malaysia, Sri-Lanka, Nepal, Bhutan.
Australia continent
PEOPLE
There are various types of people in any Organization. The various types of people in
case of Toyota can be classified as Customers, Sales Executives, Society,
Government, Competitors, and Media.
The most important out of these is our Customers. A customer can be any person who
purchases the product; he may or may not use that product for himself. A consumer is
one who actually uses the product himself. For example a father purchases Corolla for
his son. In this case the father will be the Customer and son will be the Consumer.
The main people involved in the purchase decision of the car are the Family
Members. In a recent study conducted, it was found out that these days children play a
major role in deciding which car to buy for the family. The company has to seriously
take into consideration all these factors. Also the factors that whether one uses the car
for travelling, office, shopping or family/personal etc.
As this car falls into a segment where price range is between 9-11 Lacs, so the
company has to target those people who not only have the ability to spend that much
amount of money but are also willing to spend that much amount of money. Data
regarding the purchasing power of different classes of people is also very necessary.
Customers tastes and preferences have to be taken into consideration.
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Next comes the Sales Executives who deal with the final customers and finish the
sales call. The Sales Executives play a major role. As the people of the organization
they are a window through which the customers interact with the company. They have
to be trained properly through customized modules designed especially for them
taking into consideration the various factors.
Corolla Owners Profile
Age : 25-45
Occupation : Business Class or High Level Service Executives
Social Class : These people (Lower Upper to Higher Upper Class) generally
have an existing C
segment car before they purchase Corolla
Areas : Urban/ Sub Urban, major Cities/Towns
Income Level : More than Rs. 2 lacs p.m.
PHYSICAL EVIDENCE
The Physical Evidence is created by displaying physically the product. Along with
that creating an atmosphere for the customers where in they feel the presence of
product. Toyota creates a powerful physical evidence for its customers through its
Showrooms, Hoardings, Logo etc. All the showrooms are designed on a common
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platform. The interiors of all the showrooms across India are the same. The designs
for the same are created by a team of Professionals in this field. The designs are
prepared very carefully keeping into consideration various factors such as customers
tastes and preferences, likes and dislikes etc. You will always find a Toyota
showroom having the Toyota Bill Board outside with white base and red foreground.
This creates a physical presence and people can feel the product.
SHOWROOM INTERIOR AND EXTERIOR
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SCORPIO
Infrastructure
Thirty-five showrooms across the country were redone entirely with the same look
and identity and a dcor built around movement, technology and sportiness. The
theme focused on giving the customer a memorable experience.
The showroom revamp was centered on the intention to provide a uniform customer
experience at all the touch points and to provide the customer with a unique
experience and not just a product. Therefore the back office would remain outside
the customers line of vision because the customer would be concerned with the
product and not with the paperwork.
PROCESS
The various processes involved in getting available the product from the manufacturer
to the end consumer are to be efficiently performed by the company. The processes
start when the customer is contacted by the Sales Personnel of the Dealership or the
customer contacts the Dealership if he is interested to buy a Corolla. The data
regarding the various customers can be had from various sources of data available
through different agencies which specialize in providing data. After the call is made,
an appointment is fixed. The Sales Executive prepares for the meet. He collects all the
possible information which would be needed for the meeting i.e. data about the
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customer, details about the car, maximum permissible discount structure, finance
options, delivery terms, free accessories which will be provided to the customer.
The sales personnel will find out that what is the present vehicle used by the
customer, his present buying power, satisfaction level, seriousness in buying etc.
Along with that he will also find out his exact needs, desired level of satisfaction,
lifestyle patterns etc. Sales personnel also ask certain questions through which he
comes to know about the various factors he wants to know. He asks both open as well
as closed ended questions. With the help of these questions, he can come to know the
various reasons due to which he is buying that car. These can be Performance, Safety,
Comfort, Driving Pleasure, Appearance etc.
These processes either lead to completion of sales call or sometimes unfortunately
leads to unsuccessful sales call which could not be competed.
DEALING WITH THE COMPETITION
Poor firms ignore their competitors; average firms copy their competitors; winningfirms lead their competitors PHILIP KOTLER
GENERAL ATTACK STRATEGY
FRONTAL ATTACK: the attacker matches its opponents product, advertising, price and
distribution.
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In this advertisement BMW is using frontal attack strategy against its biggest competitor
AUDI
AUDI is replying the BMW advertisement
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Along with AUDI and BMW, SUBARU and BENTLEY are using frontal attack strategy
against each others products.
DISTRIBUTION CHANNELS
SCORPIO
Since the Scorpio was targeted at an urban clientele it needed a stronger distribution
presence in Metros and urban areas. Hence, the distribution channel had to focus on
providing an appealing experience for modern car buyers and on offering
international standards of auto retail.
The Scorpio was launched in a phased manner - first in Metros Mumbai, Delhi,
Bangalore, Chennai. Twenty cities were included over a period of 4 months and
within a year 50 cities were covered. This ensured attention to main markets and to
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ensure that initial production of the vehicle could match demand. Dealerships were
revamped prior to launch in a particular city.
The Marketing Distribution Channel of Toyota Kirloskar Motor India, the
Manufacturer of Corolla, is a Single Level Channel depicted
DISTRIBUTION CHANNEL OF HYUNDAI
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Manufacturer-TKM India, Bangalore
Toyota Flagship Dealer
Consumer
STOCKIST
DEALERS
SUB DEALERS
BOOKING AGENTS
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THE VALUE CHAIN
The Value-Chain Network within Stuxx is a significant medium for measuring the
products quality and performance, from Inbound Logistics-to- Operations-to-
Outbound Logistics-to- Marketing/Sales-to-Service. As a manufacturing firm, GM
that produces Stuxx manufactures the vehicle and then distributes it to its store all
over USA. The whole team network has a common purpose in operation and that is to
produce and to sell it to make the customer smiling when disembarking. This common
belief has brought a successful feedback to the overall sales and because providing the
service for selling is considered an important task by the employees at Stuxx, it has
never failed. Stores are designed so that accommodating a customer is luxurious but
keeping his/her perception to as not expensive-sense.
SWOT ANALYSIS OF
MARUTI UDYOG LTD.
STRENGTHS
WEAKNESSES
OPPURTUNITIES
THREATS
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STRENGTHS
The Quality Advantage
Maruti Suzuki owners experience fewer problems with their vehicles than any
other car manufacturer in India (J.D. Power IQS Study 2004). The Alto was
chosen No.1 in the premium compact car segment and the Esteem in the entry
level mid - size car segment across 9 parameters.
The J.D. Power APEAL Study 2004 proclaimed the Wagon R no. 1 in the
premium compact car segment and the Esteem No.1 in the entry level mid -
size car segment. This study measures owner in terms of design, content,layout and performance of vehicles across 8 parameters.
A Buying Experience like No Other
Maruti Suzuki has a sales network of 307 state-of -the-art showrooms across
189 cities, with a workforce of over 6000 trained sales personnel to guide our
customers in finding the right car. Our high sales and customer care standards
led us to achieve the No.1 nameplate in the J.D. Power SSI Study 2004.
Quality Service across 1036 Cities
In the J.D. Power CSI Study 2004, Maruti Suzuki scored the highest across
all 7 parameters: least problems experienced with vehicle serviced, highest
service quality, best in-service experience, best service delivery, best service
advisor experience, most user-friendly service and best service initiation
experience.
92% of Maruti Suzuki owners feel that work gets done right the first time
during service. The J.D. Power CSI study 2004 also reveals that 97% of
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Maruti Suzuki owners would probably recommend the same make of vehicle,
while 90% owners would probably repurchase the same make of vehicle.
WEAKNESSES
Commodity price risk
MULs commodity price risk relates to higher cost due to change in price of input
such as Ferro-alloys (steel), non Ferro alloys (aluminium), plastic and rubber, which
go into the production of automobile.
In order to mitigate these risks, the company continues to attempt to enter into long
term contracts based on its projection of prices in a volatile commodity market, whereyour company gives top priority to ensuring smooth availability of inputs, long term
contracts are helpful. They also help to minimise the impact of growing input price.
Conversely, long term contractor dilute the benefit if any, of a decline in input price.
Exchange Rate Risk
Your company is exposed to the risks associated with the fluctuation in foreign
exchange rates mainly on import of component & raw material and export of vehicles.
Your company has a well structured exchange risk management policy. The companymanages its exchange risk by using appropriate hedge instrument depending on the
prevailing market condition and the view on the currency.
OPPURTUNITIES
Leading Growth
As the market leader, your company led the growth in the passenger car sector last
year. Maruti's sales went up 30% to 4,72,000 units. This, as I said earlier, is the highest
annual sale since your company began operations 20 years ago. Maruti also gained
market share, mainly on account of its performance in the competitive A2 segment
where it increased its share from 40.3% in 2002-03 to 47.7% in 2003-04.
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The record sales performance was reflected in the financials. Net Sales (excluding
excise) grew by 31% to Rs 93,456 million. Operating Profit Margin increased from 0.8
% in 2002-03 to 4.7 % in 2003-04. Profit after Tax jumped 270% to Rs 5421 million.
Your company is committed to motorising India. Towards this end, your company's
partnership with State Bank of India and its Associate Banks took organised finance to
small towns to enable people to buy Maruti cars.
THREATS
In the course of its business, MUL is exposed to a variety of market and other risks
including the effects of demand dynamics, commodity prices, currency exchange
rates, interest rate, as well as risk associated with financial issues, hazards event and
specific asset risk. Wherever possible, we use the instrument of insurance to mitigate
risk.
Business risk
The automotive industry is very capital intensive. Such investment requires a certain
scale of operation to generate viable returns. These scales depend on demand. Maruti
is still depending mainly on the Indian market. Although 2004-05 was year of
continued growth for the Indian economy, whether this growth momentum will
continue has to be seen.
THREATS FROM COMPETITORS
Tata Motors Limited
In the 2004 fiscal year, Tata Motors generated revenues of $3,542.2 million
(INR154,935.2 million). The company made a net profit of $185 million (INR8,103.4
million) in the 2004 fiscal year.
General Motors Corporation
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http://www.automotive-business-review.com/companyprofile.asp?guid=10B103C6-24E0-440B-8D11-E901B4F74C24http://www.automotive-business-review.com/companyprofile.asp?guid=DAD3A6FC-60A1-4E63-AD90-B025AB2A0C12http://www.automotive-business-review.com/companyprofile.asp?guid=10B103C6-24E0-440B-8D11-E901B4F74C24http://www.automotive-business-review.com/companyprofile.asp?guid=DAD3A6FC-60A1-4E63-AD90-B025AB2A0C128/3/2019 14484132 Marketing Mix of Automotive Industry in India[1]
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For the fiscal year ended December 2004, GM generated revenues of $193,517
million, an increase of 4.3% from the previous year. The company reported a net
income of $2,805 million for fiscal 2004, down 26.6% from the previous year.
PRODUCT LIFE CYCLE
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INTRODUCTION
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The feeling of freedom and being one with the Nature comes only from riding a two
wheeler. Indians prefer the two wheelers because of their small manageable size, low
maintenance, and pricing and easy loan repayments. Indian streets are full of people
of all age groups riding a two wheeler. Motorized two wheelers are seen as a symbol
of status by the populace. Thus, in India, we would see swanky four wheels jostling
with our ever reliable and sturdy steed: Two wheelers in India are the second largest
producer and manufacturer of two-wheelers in the world. It stands next only to Japan
and China in terms of the number of two-wheelers produced and domestic sales
respectively. Indian two-wheeler industry has got spectacular growth in the last fewyears. Indian two-wheeler industry had a small beginning in the early 50's. The
Automobile Products of India (API) started manufacturing scooters in the country.
Bikes are a major segment of Indian two wheeler industry, the other two being
scooters and mopeds. Indian companies are among the largest two-wheeler
manufacturers in the world. In the initial stages, the scooter segment was dominated
by API; it was later overtaken by Bajaj Auto. Although various government and
private enterprises entered the fray for scooters, the only new player that has lasted till
today is LML.
The motorcycle segment was initially dominated by Enfield 350cc bikes and Escorts
175cc bike. The two-wheeler market was opened to foreign competition in the mid-
80s. And the then market leaders - Escorts and Enfield - were caught unaware by the
onslaught of the 100cc bikes of the four Indo-Japanese joint ventures. With the
availability of fuel efficient low power bikes, demand swelled, resulting in Hero
Honda - then the only producer of four stroke bikes (100cc category), gaining a top
slot.
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The first Japanese motorcycles were introduced in the early eighties. TVS Suzuki and
Hero Honda brought in the first two-stroke and four-stroke engine motorcycles
respectively. These two players initially started with assembly of CKD kits, and later
on progressed to indigenous manufacturing. In the 90s the major growth for
motorcycle segment was brought in by Japanese motorcycles, which grew at a rate of
nearly 25% CAGR in the last five years.
The industry had a smooth ride in the 50s, 60s and 70s when the Government
prohibited new entries and strictly controlled capacity expansion. The industry saw a
sudden growth in the 80s. The industry witnessed a steady growth of 14% leading to a
peak volume of 1.9mn vehicles in 1990.
In 1990, the entire automobile industry saw a drastic fall in demand. This resulted in a
decline of 15% in 1991 and 8% in 1992, resulting in a production loss of 0.4mn
vehicles. Barring Hero Honda, all the major producers suffered from recession in
FY93 and FY94. Hero Honda showed a marginal decline in 1992.
The reasons for recession in the sector were the incessant rise in fuel prices, high
input costs and reduced purchasing power due to significant rise in general price level
and credit crunch in consumer financing. Factors like increased production in 1992,
due to new entrants coupled with the recession in the industry resulted in company
either reporting losses or a fall in profits.
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Key players in the Two-wheeler Industry
There are many two-wheeler manufacturers in India. Major players in the 2-wheeler
industry are Hero Honda Motors Ltd (HHML), Bajaj Auto Ltd (Bajaj Auto) and TVS
Motor Company Ltd (TVS).
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SEGMENTATION OF TWO WHEELER
A Two Wheeler Sector Sub-Segmenting in the three Segments.
1. Motorcycle
2. Scooter
3. Mopeds
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Segment-wise Analysis of Indian Two Wheeler Market
Segment Description share in 2001-02
Share in 2006-07
CAGR
A1 Scooter withenginecapacity lessthan 75 cc
5% 0% 33.99%
A2 Scooter withenginecapacity
between
5% 10% 32.9%
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75-125 cc(Scooterette)
A3 Scooter withenginecapacity
between125-250 cc
12% 1% -27.7%
B1 Motorcyclewith enginecapacity
between75-125 cc
62% 66% 14.9%
B2 Motorcycle
with enginecapacitybetween75-125 cc
5% 17% 44.8%
B3 Motorcyclewith enginecapacity
between75-125 cc
1% 1% 5.7%
C1 Mopeds 10% 5% -2.7%
Growth Prospects and Key Drivers of the Indian Two Wheelers Industry
The growth witnessed by the Indian two wheeler industry indicates the growing
demand for low cost personal transportation solutions amongst the 300 million Indian
middle class consumers. Despite this spectacular growth rate, the two wheeler
penetration (number of two wheelers per 1000 inhabitants) in India remains lower
than other Asian countries. This fact provides an opportunity for continued growth in
the market. India has the lowest Penetration of two wheelers as compared to countries
like Taiwan, Thailand, Malaysia, Vietnam, Indonesia and China. In the present
scenario, growth in the two wheeler Industry will b