1 Four Wheelers

8/8/2019 1 Four Wheelers

1/64

#1

Manali Gupta (01)Sneha Suman (33)

Gaurav Chauhan (57)

Arshad Khan (56)

Sameer Shrivastava (58)

Aniket Bose(03)


2/64

V/S

The Big Fight


3/64

TATA Motors Tata motors was established in 1945 when the company began

manufacturing locomotives.

Founder-Jamshedji Tata

India's largest automobile company, with consolidated revenuesof Rs.70,938.85 crores in 2008-09.

It leads the market in commercial vehicles in each segment.

The second largest in the passenger vehicles segment.


4/64

Contd

Globally, Tata Motors stands fifth in the medium and heavycommercial vehicle manufacturer category.

Tata Motor's 22,000 employees are guided with the vision, "bestin the manner in which we operate, best in the products wedeliver, and best in our value system and ethics.

This company is the first from the country's engineering sectorto be listed in the New York Stock Exchange (Sep. 2004).


5/64

Product Mix

1)Passenger Cars 2)Utility Vehicles 3)Commercial vehicles

Indica A) Safari Dicor A) Heavy Commercial Vehicles

Indica Vista B) Sumo Grande Mk II B) Int.Mdt. Comm. Vehicles

Indica V2 Xeta C) Sumo Victa C) Light Comm. Vehicle

Indica V2 D) Xenon XT D) Commercial PassengerCarriers

Indigo i) Buses

Indigo Manza ii) Winger Indigo CS iii) Magic

Indigo Marina

Indigo Xl

Nano


6/64

Sales

Sales for CY 2009 4,32,630 units

- a growth of 19% from CY 08

Total sales in Passenger Car

TATA 1,53,939 units

FIAT 18,087 units

(www.financial-express.com)


7/64

Total Media Spend

Media spend for the CY 2009 is Rs. 263 Cr.

Media Spend includes TVC, Print Ads, OOH, Digital, Radio,Road Shows, Event Sponsorships etc.

(www.Business-Standard.com)


8/64

Hyundai Motor India Limited (HMIL)

Hyundai Motor India Ltd. was established in 1996.

Example of a profitable partnership where Indian skills and

workmanship combine with Korean design and technology.

Manufacturing takes place at Irrungattukatoi near Chennai (ISO

14001)

Co. started it's operations in India in 1998 with the Santro whichwent on to become one of the largest selling cars in the country.


9/64

In 2008, HMIL also successfully completed 10 glorious years of

operations in India and to commemorate its achievements,

initiated a unique trans-continental drive from Delhi to Paris in

two of its hugely popular i10 Kappa cars.

Hyundais model i10 has been awarded Car of the year 2008

from the leading automobile magazines and TV channels likeBS Motoring, CNBC-TV18, Auto car, NDTV Profit car & Bike India.


10/64

Segmentation

Hyundai divides its car in five different segments:

B Segment Santro

B+ Segment - Getz Prime, i10, i20

C Segment Accent, Verna

E Segment - Sonata Embera

SUV Segment -Tucson


11/64

Product Mix

Santro

Xing

Accent

i 10

Tucson

Verna

Elantra

Getz

Prime

Sonata

i20

Visto


12/64

Product Line

Santro Xing Hyundai i20

L 2 i 20 1.4 Asta (o) Automatic

GLS 1 i 20 1.4 Asta Automatic

GLS2 i20 1.4 CRDi Asta (O)

i20 1.4 CRDi Asta

i20 1.4 CRDi Magna

i20 Asta, i20 Asta (O)


13/64

Accent Hyundai VernaAccent GS 3 - Door Verna SX CRDi VGT AT (Diesel)

Accent GLS 4 - Door Verna SX CRDi VGT (Diesel)Accent SE 3 - Door Verna CRDi VGT (Diesel)

Verna SX VTVT (Petrol)

Verna VTVT (Petrol)

i10 Hyundai Getz Primei10 D-lite Getz Prime 1.1 GLE

i10Era Getz Prime 1.1 GVSi10 Magna Getz Prime 1.3 GLS

i10 Asta 1.2 AT Getz Prime 1.3 GLX

i10Sportz 1.2 AT Getz Prime 1.3 GLX

i10 Asta 1.2 with Sunroof Getz Prime 1.5 CRDi GVS


14/64

Sales Total Sales for CY 2009 5,59,880 units

Domestic Sales: 2,89,863 units

(www. Business-Standard.com)


15/64

Total Media Spend

Media spend for the CY 2009 is Rs. 245 Cr.

Media Spend includes TVC, Print Ads, OOH, Digital, Radio,Road Shows, Event Sponsorships etc.

(www.Business-Standard.com)


16/64

Tata Indica Vista- Changes Everything


17/64

Target Group

Primary target is the price sensitive family man seeking

comfort, economy and ride quality.

Age segment - 30 +

Secondary target is the youth, as it also promises fun

without emptying the wallet.

Age segment - 23 - 30


18/64

Positioning

It is positioned as a family car which

eyes to eat up the share of Maruti

Suzuki Swift.

It is positioned as a young car with the trademark TATAreliability at an affordable price.


19/64

Car VariantsVersion Price (in Rs) ex-showroom Mumbai

Aqua 1.3 Quadrajet 4,59,398

Aqua 1.2Safire 3,74,950

Aqua 1.4 TDi 4,09,319

Aura 1.2Safire 3,99,776

Aura 1.3 Quadrajet 4,92,376

LE Quadrajet 5,20,812

LESafire 4,27,565

Terra 1.2Safire 3,48,830

Terra 1.4 TDi 3,87,108

Terra Quadrajet 4,36,403


20/64

Media Mix


21/64

Changes Everything..!!

Account handled by DraftFCB - Ulka

Focused on the word Change.

Communicated by the means of an attractive website.

www.changeseverything.in


22/64

Andy and Leela


23/64

Big Idea..!!

Introduced 2 characters Andy and Leela.

Represented as free spirited and ambitious individuals.

Fun-loving, down to earth and value relationships.

These are the character traits that the Indica Vista TGidentifies with.


24/64

www.ChangesEverything.inSneak peak


25/64

Print Ad


26/64

Television Commercial


27/64

Public Relations

A part of Barcelona Auto Show 2009.

Currently a part of Delhi Auto Show 2010.


28/64

Public Relations

Exclusive coverage on NDTVs special show on automobile.


29/64


30/64

i10- Catch the i


31/64

Target Group

Primary TG middle to upper income professionals seeking

value for money and comfortable ride.

Age segment - 30 +

Secondary TG College students seeking style and speed.

Age Segment 18 to 25 yrs.


32/64

Positioning

Hyundai i10 is the most versatile, convenient, value added carmodel for its TG.

Positioned between Santro and Getz.

The marketing strategy is focused on promoting the car as

economic car for the next generation.

The new Hyundai i10 is a generation different from Getz

and Santro design.


33/64

Variants & Pricing

Variants Prices (in Rs.) ex-showroom Mumbai

I10 D-lite 3,51,468

I10Era 3,88,129

I10 Magna 4,02,969

I10 Asta 1.2 AT 5,04,530

I10 Asta 1.2 sports 4,87,730

I10 Asta 1.2 AT with Sunroof 5,64,129


34/64


35/64

World Premiere..!!

Account handled by their in-house agency Innocean.

Marketed heavily on the fact that i10 was first launched inIndia.

Communication revolved around the tagline Catch the iand see it in India first.


36/64



37/64

Print Ad


38/64

Sales Promotions

Diwali promotional schemes.

Communication revolvingaround the festive theme.


39/64

OOH


40/64


41/64

Sports Marketing

Also tie up with IPL franchisee Kolkata Knight Riders.


42/64

Special KKR Edition


43/64

Association with FIFA

Sponsored FIFA Beach World Cup 2009, Dubai.

Sponsoring FIFA World Cup 2010, South Africa.


44/64


45/64

Target Group

Target Segment is the Upper-MIG seeking the comfort of a

luxury car with looks, comfort, sleek design at an

affordable.


46/64


47/64


48/64

Media Mix


49/64

Go Digital..!!

Interactive Website helps customer involvement.

Allows its customers to request for a Test Drive.

Also offers a scheme which allows customers to win a

Chauffeur driven Manza for a day.


50/64



51/64


52/64

Other PR activities by TATA

Annual Customer Meet in Delhi in Sep, 2009.


53/64

Event Sponsorship by TATA Motors

Sponsored Franco Nicolini mountaineering event at Italy.


54/64

Verna- Feel it


55/64

Target Group

Primary TG is the Upper-MIG seeking style, comfort, power.

- Age Segment - 30yrs +

Secondary TG is the young segment seeking speed, style

and technology.

- Age Segment 23yrs to 28 yrs


56/64

Positioning

Positioned in the C+ and competes mainly with Honda City,

Ford Fiesta and Chevrolet Aveo.

Positioned at a segment above Accent and below Sonata.

Verna and Accent are still in the market with noreplacement for each other.


57/64

Variants and Prices

Variants Prices (in Rs. ) ex-showroom Mumbai

Verna 1.6 VTVT(petrol) 6,71,692

Verna 1.6 SX VTVT(petrol) 7,50,149

Verna 1.5 CRDi VGT 7,91,608

Verna 1.5 SX CRDi VGT 8,43,948

Verna 1.5 SX CRDi VGT AT 9,10,011


58/64

Media Mix


59/64

Print Ads


60/64



61/64

Public Relations

Road Shows during Delhi Half Marathon 2009.


62/64

Public Relations

Was a part of Delhi Auto Expo 2009.


63/64

Sales Promotion

Tie up with Central Bank for Auto finance.


64/64

Thank You!!!

1 Four Wheelers

Documents

Transcript of 1 Four Wheelers