WagonR Rechargers V3
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Transcript of WagonR Rechargers V3
8/8/2019 WagonR Rechargers V3
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Brand that constantly kept energizing itself
Category: Rechargers
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Indian Automobile Industry
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Indian Automobile Industry Evolution
1940·s to 1980
Standard GazelleStandard Herald Premier Padmini
And Sipani Dolphin, CKD jeeps from Mahindra like FC 150. CJ4A, FC260 & CJ500D
Sipani Dolphin HM Ambassador
1983-84
Until1990
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Nation welcomed the arrival of global
manufacturers across the Automobile
category segments«
Passenger cars and 2 Wheelers were driving the growth
1991, Inflection point for the industry
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Tracking Passenger Car Industry post 90·s
1990 - 2000
The Last decade
a¡
the e¢ tr£
¤ f ¥ l ¤ ¦ al a§ t ¤ ̈ akers
Pre ̈ i § ̈ l § x § r£
car ̈ akers: I ¢ dicative ¤ f ̈ at § re ̈ arket
M re er f ra ds & dels have ee la ched ithe past decade tha i the previ s 5 decades
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Lets briefly look at the
passenger car industry in India
Lets briefly look at the
passenger car industry in India
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Indian Passenger Vehicle Industry
Industry ClassificationCar Segment C segment UV segment
All models whose seating
capacity is less than 6
Multi purpose vehicles max
mass not exceeding 3.5 ton
Basis tonnage & seating
Car Segment Sub Classification
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Currently, a highly competitive industry
Brands in various segments
* As on date
C segment Maruti Suzuki (OMNI, EECO), Tata Motors (ACE MAGIC)
A 1 Segment Maruti Suzuki (800), Tata Motors (NANO)
A 2 Segment Maruti Suzuki (ALTO, K 10, ESTILO, A-STAR, WAGONR, SWIFT, RITZ), Hyundai (SANTRO, I 10, I 20), TataMotors (INDICA), Ford (FIGO), Fiat (GRANDE PUNTO), Chevrolet (BEAT), Honda (Jazz), Nissan (MICRA), VW(POLO), Skoda (FABIA),
A 3 Segment Maruti Suzuki (SWIFT D'ZIRE, SX4), Chevrolet (AVEO), Ford (IKON, FIESTA), Fiat (LINEA), Honda (CITY), VW(VENTO), Mahindra Renault (LOGAN)
A 4 Segment Honda (CIVIC), Volkswagen (JETTA), Skoda (LAURA), Toyota (ALTIS), Chevrolet (CRUZE, OPTRA), Mitsubishi(CEDIA),BMW 3 series. Hyundai (ELANTRA)
A 5 & 6
Segments
Honda (ACCORD), Volkswagen (PASSAT), Skoda (SUPERB), Toyota (CAMRY), Nissan (TEANA), Hyundai(SONATA), Volvo S80, , BMW (5,6 series), BMW 6 series, Audi (A4, A5 +), Mercedes Benz (C,E Class),Volkswagen (PHAETON)
UV Segment M&M (SCORPIO, XYLO, BOLERO ), JEEPS, Toyota (INNOVA, FORTUNER, TAVERA, Tata Motors (SUMO, SAFARI,WINGER), RHINO, Mitsubishi (PAJERO + MONTERO, OUTLANDER), Honda (CRV), Ford (ENDEAVOR,TRAX+TRAVELLER, Chevrolet (TAVERA, CAPTIVA)
Offering Plenty of choices across all segments and a wide range of brands
Especially the A2 segment
Nearly 25 models in the A2 segment with 7 major models launched in 2009
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Led by Maruti Suzuki
Need latest industry figures/ charts for
market share
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The decade so far«
Today, WagonR and i-10 are the highest selling cars in A2 segment
A2 segment which comprises of entry level & premium hatchbacks is the
fastest growing compared to other car segments.
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Initial response as expected«
Consumer criticism on the Tall Boy design
Reports which called Santro the Ugly car
A perf orming product:
Indian consumer experience the new way of driving comfort and performance
Gained acceptance in the market and picking up traction in sales
Went on to become second highest selling car in India in 2001
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At our end we knew that..
Zen was an aging brand
And, we have to thwart new comers in our territory
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Hence, Come ¶99 ² first ¶tall boy· from MUL
WagonR - world famous Tall Wagon was in Suzuki Japan·s portfolio since 1993
hit the Indian roads
Had to compete with Santro (which had first mover advantage without affecting its sibling)
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WagonR highlights
Showcase product shots & distinguishing
features
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WagonR overtaking Santro«
Santro had a tough start
but soon picked up sales
Selling over 6000 in µ99-00
1999 to 2000
WagonR faceliftSmart looks
Mar¶03
Minor changemore confident & smart
Jul¶06
WagonR had humblebeginnings
Jan¶00
May¶10
Major changecomfy & stylish
WagonR
taking over
WagonR clocking
steady rise
Santro showing
a decline
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WagonR- Continuously evolved with time
1999 ² Brand Introduction
2003 ² Minor model change
2007 ² Facelift (New WagonR), Duo
2010 ² Major Model Change
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Initial years1999 ²First Tall Boy from MUL
Car full of IdeasProduct Support : Great on utility
2000 & 2001
Challenge boredom ²·00
Feel at home ²·01
2002
Interesting People ²Inspired Engineering
Positioned as India·s first MAV
Initial response
Lesser than expected off-takes,
Lukewarm response towards car (box),
Positioning as MAV did not fit in as
planned
Prompting for makeover &
change in stance
Targeting consumer basis PsychographicsInteresting people ² Famous campaign
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Turning point for WagonR2003 ²First Minor Change
2004-2006 For the Smarter Race
Times ² They sure are changing
2007 ²Facelift Campaign,LPG Duo
Change to a new optimism
Brand ta e off (Product upgrades and market factors)
Gained traction in sales and consumer
response
Rising to a leadership position
Move from MAV positioning to ¶SMART· as a proposition(Smart and Informed buyer)
Birth of smarter Race
Introduced India·s first dual fuel option
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But there came a challenge in 2008
WagonR ² The ¶OLD WAR HORSE· seen as an aging brand
Fast increasing competition and contemporary products
Smart as a proposition getting harder to leverage
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Need to revitalize the brand«
Why?
Regain the ¶leadership· stance in the segment
Reinforce the brand values and sharpen positioning
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How did we do it?
Largest selling car in its segment
Pioneered Tall Boy Design
First in Class Dual Fuel Car
First to segment safety features (ABS & SRS)
JD POWERS APEAL AWARDS
2008TCS Award 2008
CNBC Awaaz Award 2008
Factsheet Awards
Looked into the brand kitty
Reinforced the WagonR being a PIONEER and a LEADER
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But, SMARTNESS was the core value
Therefore, added LEADERSHIP as a new dimension to smartness
Core Value:SMARTNESS
Leadership SMARTLEADER
New communicationPlatform for the brand
And we had the largest selling car pioneering in several aspects
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But, we introspected again
Hence the shift to a sustainable proposition
Intent: Transition from fact based leadership to thought leadership
The stance was basis facts likes saleswhich will only serve as a tactical
approach.
Needed a long term view for the brand
WagonR as we know was not just a leader in form but in spirit was well«
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Furthering the brand assets
Smart thinker and actor
First mascot in the automotive
Mr. Wiser
Creating a national property
on THOUGHT LEADERSHIP
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WagonR stamped its authorityas a leader«
Since its launch in 1999, Maruti has sold about 8.5 lakh units of the WagonR.
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But times are a fast changing«
Increased aspiration levels
Rise in esteem and status needs
Becoming more self-expressive
Need for Style & Sophistication
Need for Experience andIndulgence
Consumer expectations
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Circa 2010«The All New WagonR
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Voice of the consumer«
* Basis Findings and inferences of the product clinic
The new Car seen as a CONTEMPORARY offering
Key difference: Level of detailing and finishing
Additional dimension of LUXURY feel
However, univocally still seen as a ¶SMART· offering from MSIL
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What should be the launchplatform for the new WagonR?
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Inherent Brand associations ²
The new campaign thought«
SMARTNESSSMARTNESS
LEADERSHIP
POPULAR
Birth of the ¶blue eyed boy·
Leveraging popularity (favorite car) and the need to build Aspiration beingsupported by the added dimension of luxury in the product
Describes the feeling of being the center of attraction and adulation that
the consumer experiences because of the SMART choice that he has made.
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The Blue Eyed Boy
Bold & Aggressive
Fresher &Cur vier!!
More Muscular