Post Launch Research of Bolero Maxi Truck Plus

Bolero Maxi Truck with its launch in August, 2009 was able to revive the category of Small Pick-up trucks However, soon competition was faced in the category .What it did was the increase in the size of Small Pick-up segment to 3 times within one year.But Mahindra’s market share was decreasing.

So to combat the competition and revamp their portfolio they launched Bolero Maxi Truck Plus in FY’14 and soon the market share increased to 48% within one year.

But was this growth sustainable? What were the reasons for this growth? What can be the future marketing strategy

Introduction

Understanding the reasons for

growth

Capture Customer

Sentiments

Building Future Action Plan

Identify BMT Plus customer segment in terms of usage & profiling

Identify BMT Plus customer segment in terms of usage & profiling

Identify the major purchase parameters in this categoryIdentify the major purchase parameters in this category

Review the performance of the product in the marketReview the performance of the product in the market

Understand the customer satisfaction &association with the product

Understand the customer satisfaction &association with the product

Benchmark the promotional campaigns in this segmentBenchmark the promotional campaigns in this segment

Propose a Marketing Action Plan for BMT Plus in future to strengthen the perception

Propose a Marketing Action Plan for BMT Plus in future to strengthen the perception

Project Objective & DeliverablesProject Objective & Deliverables

WHAT?WHAT? HOW?HOW?

Target Group

BMT Plus, Dost & Super AceCustomers

Sample Size

91 (Captive-46, MLO-45)

Survey Medium

Physical Survey of 20-25 Minutes each

Mahindra Dealers

5

Ahmedabad

29 (Captive-14, MLO-15)

Pune 29 (Captive-13, MLO-16)

Jaipur 33 (Captive-19, MLO-14)

ApproachApproach

Primary ResearchPrimary Research Secondary ResearchSecondary Research

Consisted of studying online resources like:

• ATL & BTL promotions in Auto Industry• Tata Ace, Dost & Cocacola Campaigns• Tata Nano & Maruti Swift Case Study• Present Economic & Business Scenario

Refrences

Mr. Ram Chandra Gurjar, BMT Plus MLO in Jaipur sold his Super Ace and bought BMT Plus, he says “ BMT Plus ne kaam bdhane me bahut madad ki hai, Bhai se badhkar hai ye aaj mere liye…”

Mr. Ram Chandra Gurjar, BMT Plus MLO in Jaipur sold his Super Ace and bought BMT Plus, he says “ BMT Plus ne kaam bdhane me bahut madad ki hai, Bhai se badhkar hai ye aaj mere liye…”

Mr. Raghuveer Singh, BMT+ Captive user in Ahmedabad compared all three vehicles before purchase and says : “ BMT Plus Zabardastt Gaadi hai…Iska koi mukabla nhi, bas mileage kam de rhi hai 11-12 ka ”

Mr. Raghuveer Singh, BMT+ Captive user in Ahmedabad compared all three vehicles before purchase and says : “ BMT Plus Zabardastt Gaadi hai…Iska koi mukabla nhi, bas mileage kam de rhi hai 11-12 ka ”

Outcome of ResearchOutcome of Research

Key Takeaway: Image of a strong, dependable and stylish vehicle that is good for business Brother Like association with BMT Plus Lower perception among Captive, Strong among MLOs

5

Campaign ProposalCampaign Proposal

Focus on Captive users, Reinforce among MLOs

6

Emotional Connect

Emotional Connect

Builds TrustBuilds Trust

Strengthens Brand Saliency

Strengthens Brand Saliency

Brand RecallBrand Recall

Benefits of Proposed CampaignBenefits of Proposed Campaign

Family engaging programs

Family engaging programs

Communication of emotional

benefits

Communication of emotional

benefits

Concept of TestimonialsConcept of

Testimonials

Sharing comparative

rational benefits

Sharing comparative

rational benefits

Post Sales loyalty

building

Post Sales loyalty

building

Service benchmark program

Service benchmark program

Below the line

activation

Below the line

activation

Catchy jingles and

posters

Catchy jingles and

posters