A Brief Marketing Plan: By vaibhav, prathamesh & kishor

1. Marketing Plan -
JAGUAR XF 2009
- more than perfection...

2. Marketing Plan
Jaguar XF 2009 India Launch

3. The Plan
Launch of Jaguar XF series in India by Tata Motors
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Target Market: High Net Worth individuals in India
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Market Segment : Luxury Car Market (> Rs. 25 lakhs)
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Reasons to Target : High disposable Incomes, Favorable
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Loan Schemes, Reduction of import tariffs/barriers

4. Market Analysis
Existing Competitors: Mercedes Benz, Audi & BMW
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Sales in 2007 – 4950 units
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Sales in 2008 – 7700 units – Growth - 56% y-o-y
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Sales in 2009-10 – 10000 units (projected by ICICI Bank)
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Expected Growth Rate > 25%
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5. SWOT Analysis
STRENGTHS: OPPORTUNITIES:
●Exchange Expertise ●Wean away – novelty factor
●Intensive Management ●Superior Technology across stable-
development Program Synergy
●Successful Alliances with Fiat, ●CSR initiatives – Golden Peacock
Daewoo award in 2007
●Strong Brand Name ●Penetration using Web 2.0
WEAKNESS: THREATS:
●Financial Instability ●Audi has same goals
●Exchange Rate Risks ●Local tie ups amongst existing
●No foothold in luxury car space players
●The word ‘tat’ ●Rising global prices
●People’s Perception ●Congestion charges

6. Environment Analysis
Demographics
More than 1 lakh HNI Indians in 2007
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Growth rate of 20%+ in HNIs in India
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Target Audience : Male/Female between 30 and 50
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years of age
Married, Affluent, Well informed and educated adults
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Might own another luxury car already
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Trend for newer brands & higher environment
●
friendliness

7. Environment Analysis
Socio Cultural
– High novelty/uniqueness factor
– Feel good syndrome
Political/Legal
– Low import duty on CKD/SKD assembly
– Support for globalization
Economic/Geographic
– Highly trained, low cost work force
– Ideal geographic locations for low cost

8. Environment Analysis
Technology
– Users can study all intricacies online
– Concentration on cleaner/greener technology
Competitors
– BMW/Mercedes/Audi control 85% market share
– Well established dealerships, service points &
buying experience
– Special Financing options and high investments in
plant and machinery

9. Market Identification & Strategy

10. Consumer Motivation
Desire to have high level of luxury with performance
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Unique driving experience
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Lifestyle perspective - Status Symbol
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Craze to be Fast and Powerful
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Brand conscious
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To make a style statement
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11. MarketSize
Target market: Age Group 30 – late 40 yrs
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Why INDIA?
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Growth Of Millionaires

12. Target Market
Indian metro cities like Delhi, Mumbai and Bangalore
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where the rich are located.
Plus cities like Nagpur having high millionaires base with
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770% growth rate in 6 years.

13. Marketing Strategy
Overall Marketing Strategy - Pull Strategy
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To attract the customers to our retail showrooms through
heavy promotions and advertisements.
Market Demand
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Capturing the share of existing market (Secondary
demand)
Communication theme
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Through traditional & non traditional media
Competitive Positioning
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Addressing a new segment in India – Sports Sedan

14. Competitor analysis & edge
2009-Mercedes- 2009 Audi A6 2009 BMW 5
Feature 2009-Jaguar XF
Benz E-Class Series
Base Engine type V8 V8 V8 V8
Compressor Supercharger Not Available Not Available Not Available
Horsepower/ 420 hp @ 6250 382 hp @ 6000 350 hp @ 6800 360 hp @ 6300
0-60 km rpm/5.1 sec rpm/5.4 sec rpm/5.8 sec rpm/5.4 sec
Base Engine Dis- 4.2 liters 5.5 liters 4.2 liters 4.8 liters
placement
Wheels alloy alloy alloy alloy
20 x 9.5 in. 18 x 9.0 in. 18 in. 17 x 8.0 in.
Upholstery Type premium leather leather Leather premium leath-
er
Exterior Color 14 Available 12 Available 11 Available 13 Available
Chips
Premium Dash leather, wood and wood alloy and wood Wood
Trim simulated alloy
Sound System 7.1/14 speakers 5.1/12 speakers 5.1/9 speakers 5.1/10 speakers

15. Marketing Mix

16. Elements of Marketing Mix
Product - Jaguar XF 2009
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USP - Fusion of sports car and luxury sedan.
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17. Elements of Marketing Mix
Unique Features
Jaguar Drive Control
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Electronic Parking Brake (EPB)
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Computer Active Technology Suspension
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(CATS)
Key less Entry system
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Start Stop Button
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Jaguar Voice : voice-activated controls
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18. Elements of Marketing Mix
Special Offerings for
Indian Buyer
Mood Lighting
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Advanced GPS
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Auto DJ Hi-Fi Sound System
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Intelligent Headlamps
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Bullet Proof Body (Optional)
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19. Elements of Marketing Mix
Place - Experiential Marketing
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Showroom – A new world!
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Exclusive Merchandise
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Runnings on Jaguar's royal culture
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Special test drive zone
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Interiors for a car enthusiast
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Complete Customization tool
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kit display

20. Elements of Marketing Mix
Price – Premium Pricing
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- High value product
- A competitive advantage
- Unique in its class
- To achieve good margins
- Within the reach of targeted customer base
Model Jaguar XF Mercedes – E Audi A6 BMW 5 series
class
Price (approx) 52 lakhs 49 lakhs 47 lakhs 48 lakhs

21. Elements of Marketing Mix
Promotion – Pre-Launch
Start of Jaguar India Website (with test simulation)
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Events on business and sports channels
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Jaguar awareness programs
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Mobile Marketing – mobile brochures, etc
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A large-scale public relation event “unveiling” the
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car outside Taj Hotel, Mumbai

22. Elements of Marketing Mix
Promotion - Post Launch
Celebrity Advertisements (TV)
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Akshay & Jaguar XF
- International
- Versatile
- Wealthy
- Handsome
- Sporty
Print Media
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- Business newspaper &
Auto Magazines

23. Thank You !