REVIVING AMBASSADOR

Submitted by :

ANAND TUTEJA 1B-40

NANDITA KATIYAR 1B-54

SHRAVAN RASTOGI 1B-59

RASWINDER JIT SINGH 1B-31

RUPAL NIMBHORKAR 1B-33

ARUN PUNDIR 1B-43

BRAND MANAGEMENT - IIUnder guidance of Prof Vartika Joshi

1. CBBE Pyramid – Gaps Identified

2. Segmentation

3. Targeting

4. Positioning

5. Competitor Analysis & Perception Maps

6. Points of Parity

7. Points of Difference

8. David Aaker’s Model

9. Kapferer’s Prism

10. Brand Elements

11. Articulation

12. Marketing Mix

13. Brand Extension

CBBE Pyramid :

GAPS

SALIENCE Over-positioned as Government Vehicle & Taxi

Low on Brand Recall

IMAGERY

Old

Bought when no other option is available

PERFORMANCE

Inadequate Service

Low Reliability

Low on Style & Design

Low on Fuel Efficiency

FEELINGS

No intense positive feelings

JUDGEMENT

Low VFM

Limited Purchase Situation

Does not offer advantage over other brands

RESONANCE

No strong Loyalty

4. Relationships

What about you and me?

3. Response

What about you?

2. Meaning

What are you?

1. Identity

Who are you?

photo

SEGMENTATION

Demographic AGE :

Under 6 6-12

13-19

20-29

30- 39

40-49

50-59

60 and above

FAMILY LIFE STAGE:

Young and single

Young and married with no children

Young married youngest child under 6

Young married youngest child under or over 6

Older married with children

Older married with no children under 18

Older single

Other

GENDER : Male

Female

INCOME : Low (upto Rs 40000 pa)

Lower middle (Rs 40001- 80000 pa)

Middle (80,001- 1,20,000)

Upper middle (1,20,001- 1,60,000)

Upper ( Above 1,60,000 pa)

Geographic

CITY –

Metros

Tier I

Tier II

Tier III

Towns & Villages

PsychographicSOCIO ECONOMIC CLASS

Urban (A1, A2, B1, B2, C, D, E1, E2) Rural (R1, R2, R3, R4)

LIFESTYLE

Culture oriented Sports orientedOutdoor orientedWesternized

PERSONALITY

Compulsive Gregarious Authoritarian Ambitious

BehavioralBENEFITS :

Quality

Service

Economy

Speed

Safety

Reliability

ATTITUDE TOWARDS PRODUCT :

Enthusiastic

Positive

Indifferent

Negative

Hostile

DEMOGRAPHIC :

Males

Income Group : > Rs 15,00,000 /- pa

Age Group : > 40 yrs

Older Married with / without children

GEOGRAPHIC :

Metros & Tier I Cities

targeting…………..

BEHAVIORAL :

Primary Benefit : Quality

Attitude towards product : Enthusiastic

PSYCHOGRAPHIC :

Inclination towards COMFORT & STYLE

Urban A1 & A2

Westernized Lifestyle

Ambitious Personality

targeting…………..

POSITIONING

Product

Service

People / Personnel

Channel

Image

Main focus on QUALITY & LUXURY Highly CUSTOMIZED

Engine Variants (cc, bhp)

Engine Type (Petrol, Diesel, CNG)

Interiors & Finish

Colors & Exteriors

Accessories & Gadgets

Seating

Combination of COMFORT & STYLE

Looks to die for !

LOUNGE INTERIORS !

AT HOME SERVICE Home Pick-Up & Delivery After Service Service Stations in 15 cities (Metros & Tier I) Continued Customization Spare parts at a phone call !

Company Owned SHOWROOMS in 15 Targeted Cities.

PROMOTIONAL CALLS to the targeted customers.

DIAL FOR DETAILS ( Customer can call / email Ambassador to send a salesperson for Details & Customization Demo)

Qualities to be inculcated in Personnel at all levels:

Courtesy

Reliability

Responsiveness

Communication

Competence

Credibility

Planned Differentiation by

EXCLUSIVITY QUALITY LUXURY AUTHORITY AFFLUENCE

Quality

Prestige

Luxury

AUTHORITYStyle

AFFLUENCE

CUSTOMIZATION

ComfortExclusive

Desired Network Memory Model after Revitalizing Brand Image

AMBASSADOR

1. Mercedes-Benz S-Class (81 Lacs)

2. Audi A-8 (73-87 Lacs)

3. BMW 6 & 7 Series (73-85 Lacs)

PRICE – QUALITY

MERCEDES BENZ

S-CLASS

AUDI A-8

BMW 6 & 7 SERIES

AMBASSADOR

ADORA

CUSTOMIZATION – PRICE

MERCEDES BENZ

S-CLASS

AUDI A-8

BMW 6 & 7 SERIES

AMBASSADOR

ADORA

SERVICEABILITY – QUALITY

MERCEDES BENZ

S-CLASS

AUDI A-8

BMW 6 & 7 SERIES

AMBASSADOR

ADORA

P O I N T S O F P A R I T Y

CATEGORY

High Price High Quality

High Serviceability, Reliability & Durability

Should Provide Image Benefits

COMPETITIVE

High on Technology & Innovation

High on Styling & Designing

High on Customization

Continued Customization

Unique Direct Selling Channel

Dial A Spare !

Image Benefit : EXCLUSIVITY

Educated & Sophisticated Personnel

P O I N T S O F D I F F E R E N C E

Brand Identity Planning Model- David Aaker

BRAND IDENTITY SYSTEM

Essence

Core

ExtendedBRAND IDENTITY

VALUE PROPOSITIONFunctional benefit – Customization

Emotional Benefit – PrestigeSelf Expressive Benefit – Patriotism

STRATEGIC BRAND ANALYSIS

CUSTOMER ANALYSIS

Trend - SophisticationMotivation – Style and luxuryUnmet Needs - Choice/ customizationSegmentation – Elite ,power hungry

FRIENDLY ADVISER

Customization

Sophistication

Genuine, Status Symbol,

COMPETITOR ANALYSIS

Brand image – Strong

Strengths –QualityComfortBrand image

Vulnerability –High CostService outlets

SELF ANALYSIS

Brand image – Luxury, Exclusivity, Prestige

Brand Heritage – Politicians, Aristocrats

Strengths –Brand Awareness

Organizational Value –Consistency

CREDIBILITYEstablished automobile industry

Product Scope : Long-Term

Product attributes : Sophisticated, Customized to customer use, Stylish, High Price, Excellent after-sales service.

Quality : High

Uses : To make a statement / a status symbol, a comfortable, luxuries mode of transportation.

Users : Elite, Power Hungry, Status conscious segment

Country of origin : India

Organization Attributes :

Customer oriented offering mass customization.

Innovation - Technology, Manufacturing Techniques

Launched Globally competing with Global competitors.

Trustworthy

Personality : Sophisticated, Genuine

Brand-Customer Relationship : Friend , Adviser

Visual Imagery : Strong, Robust, Power

Metaphors : Cool Looks, Classy Styling

Brand Heritage : Aristocrats, Power

KAPFERER PRISM

Robust , Stylish Sophistication

Indian , RespectFriend

Power, Style, Prestige

Dominator

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RECEIVER’S PICTURE

SENDER’S PICTURE

PHYSIQUE PERSONALITY

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HIP

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LTU

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REFLECTION SELF IMAGE

Memorability :Good brand awareness , response +ve for words like Old, Robustness, Prestige.

Meaningful : Customization, Sophistication

Adaptability : No customization to mass customization

Protectability : Patented logo and Design of car

Likability:

Brand Name : AMBASSADOR ADORA Tagline : “Where Innovation Meets Imagination” Logo :

Symbol :

MARKETING MIX

Product Variety – Customized Cars

Quality – Superior performance and conformance quality

Features –Gadgets like GPS device, night vision will be provided

Brand Name – Ambassador

Services –HM already have service centers across the country

Warranties –

List Price – Start from Rs 75 lacs.

Discounts –Special discounts for defense and Government.

Payment Period –Custom made finance schemes & payment periods according to customer requirements.

Credit Terms –Credit will be given to government authorities on bulk order.

Sales Promotion – Incentive to Sales executives.

Advertising –In auto shows and in auto magazines.

Direct Marketing

Public Relation –Sponsoring and organizing corporate events, Car rallies.

Direct Marketing.

Inventory – Made on order. Hence no inventory.

Locations – In India as well as exported.

Possible Identity Candidates

Prestige Perfume range

Suitings

Robustness SUV

Authority Pens

PensCore Identity – Authority.

Essence – Achievement.

Extended – Signature line of pens

LINE EXTENSION We are coming out with two new cars:-

1. Customized Luxury Cars.

2. Customized SUVs.