Part2,3,4

1. Fern Sharma
PGP30019
Section A
Submitted to:
Dr. Sameer Mathur
BRAND EXTENSION ANALYSIS
VOLVO EICHER PRO

2. VOLVO EICHER–PRO SERIES

3. REASONS FOR BRAND EXTENSION
 PRO is Eicher’spremium HD Truck range
 After excelling in LMD, they wanted to establish itself in Heavy
DutyTrucks
 With new BS4 regulations about to come in 2-3 years,
Eicherwanted to pioneer in premium trucks
 Volvo’s JV with Eicherenabled it to go ahead with world class
features

4. THE BRAND –VOLVO EICHER
 Products –Commercial vehicles
 Founded: 1948
 CEO: Siddhartha Lal
 Turnover: 86 billion $

5. BRAND EXTENSION –PRO SERIES

6. GROWTH OF COMMERCIAL VEHICLES
 Steady growth in
commercial vehicles over
past few years
 ample opportunities for
Players in market

7. SHARE OF THE PIE -VECV

8. BRAND AND CATEGORY BREAKDOWN
VECV
LMD
HD
PRO
Tractor
Trailer
Haulage
Tipper
• VECV sells Light and Medium
commercial vehicles
• PRO series has Tractor Trailer,
Haulage and Tipper

9. CATEGORY GROWTH

10. MANUFACTURER GROWTH

11. 4 P’S OF MARKETING
• Haulage
• Tipper
• Tractor Trailer
Dealership
Outlets
Sales Rep
• Premium priced
• Most expensive
amongst
premium Heavy
Duty Trucks
• 50K> BharatBenz
• Diamond Club –
premium customers
• Tablets
• SMS, Whatsapp
campaign
• TV Ads
PRODUCT PLACE PRICE PROMOTIONS

12. MARKET SEGMENTATION
• Geographic Segmentation:
– Tier I and Tier II cities
• Psychological Segmentation:
– Focuses on functional attributes
– Comfort & Safety highlighted
– Social status

13. TARGET – FLEET USERS
• Automotive manufacturers
– 2W/4W
• Mining
• FMCG company owners
• Rich Segment

14. POSITIONING
• Volvo Eicher is about
achieving social status via
owning premium trucks
that last longer
• Comfort – AC cabins
• Safety – Anti theft

15. REFERENCES
• http://indianautosblog.com/2014/12/volvo-eicher-to-launch-new-trucks-
in-2015-163055
• http://indianautosblog.com/2015/01/eicher-pro-8000-series-launch-
india-this-year-165323
• http://www.vecv.in/uploads/1429790153_Pro6KLaunchWest.pdf
• http://economictimes.indiatimes.com/industry/auto/news/industry/volv
o-eicher-eyes-15-share-in-indian-heavy-duty-trucks-
market/articleshow/45951868.cms