HYBRID CAR
HIGHFLIER
THE FUTURE IS IN YOUR
HANDS
Group No. 13
Our Brand
• VISION
“To become the most respected and admired car company.”

• MISSION
“Touch the hearts of our customers b...
DESIGN OF ‘HIGHFLIER’
Our Hybrid Car.
CAR NAME- “HIGHFLIER”
CAR VARIANTS:
a. ‘Hybrid model’
b. ‘Hybrid with Leather and Satellite Navigation’

P...
The Marketing Mix.

THE PRODUCT:
a. ‘Hybrid model’
B. ‘Hybrid with Leather and Satellite Navigation’
The 2nd variant will ...
ENGINE SPECIFICATIONS

Hybrid

Hybrid with Leather

Engine Type

In-Line 4-Cylinder

In-Line 4-Cylinder

Engine Block/Cyli...
Battery
Hybrid

Hybrid with Leather

Lithium-Ion (Li-Ion) Battery

Standard

Standard

Output (kW)

20

20

Voltage

144

...
The Marketing Mix (contd.)

THE
PLACE:

Brazil

Argentina
Colombia
The Marketing Mix (contd.)

THE
PRICE:

Hybrid model’- $28000

‘Hybrid with Leather and
Satellite Navigation’- $31000
The Marketing Mix (contd.)

PROMOTION

ABOVE THE
LINE (80%)

• OOH
• Print
• Radio
• Television

BELOW THE
LINE (20%)

• D...
Brazil
• Brazil is the world's fourth largest car market and the seventh
biggest car manufacturer.
• It is South America’s...
• Population: 174,468,575
• Language(s):Portuguese (official), Spanish, English, French
• Literacy rate:83.3%
• Area:8,511...
Pros

Cons

•Brazil's electric vehicle (EV)
market is set to grow
substantially owing to
supportive
legislations, anticipa...
Argentina
• Automotive industry is a key contributor to manufacturing
production and exports
• Vehicle production has more...
• Population:37,384,816
• Language(s):Spanish (official), English, Italian, Germany, French
• Literacy rate:96.2%
• Area:2...
Pros
•Argentina is a market with
high potential given its
income per capita and its
geographical size
•Demand for low- and...
Colombia
• Official languages: Spanish

• Population : 47,072,915
• GDP :$502.874 billion
• Per capita : $10,791
• Literac...
Pros
• Short term & medium term
growth due to:
• Strong external demand for
local commodities, from the
Asian countries
• ...
Major Competitors in LatAm
• Amsia Motors
• Fiat
• Renault
• General Motors
• Ford
• Mercedes
• Honda
• Mitsubishi
• Chevr...
Competency Analysis
Strengths
Strengths

Weakness

• Environment conscious and provides
reduced carbon emission
• Elegant ...
Porter’s 5 Forces Model
1. Threat of New Entrants: Low
 High capital

Threat of
new
entrants

 High R&D cost
 Mass prod...
Entering LatAm
Entering Through :
Joint Venture with Fiat In all three Countries
Why the decision :
•Cost Reduction
•Enhan...
The Proposition
People will have a feeling of
contributing towards
combating global warming
by reducing carbon emission
EM...
DSTP ANALYSIS
DIFFERENTIATION:
The eco-friendly cars for customers that are interested in saving the
environment in style....
The Positioning Appeal
• An environment friendly car with state of the art features and
comfort with enhanced safety
• Lar...
Psychological appeal
• Value for Money-The Smart Buy
• The Status
• A feeling of Pride
The Big Idea
• Brand Ambassadors

Ronaldo

Maradona

• Football Ground & Jerseys
• Tournaments like La Liga and Copa Ameri...
Promotions:
•
•
•
•
•

Showrooms
Brochures & interactive multimedia "eBrochures”
Demo cars
Facebook page
Web page showing ...
Media Plan
THANK
YOU
Upcoming SlideShare
Loading in...5
×

Hybrid car launch in Argentina, Brazil and Colombia

361

Published on

Published in: Marketing, Technology, Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
361
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
17
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Transcript of "Hybrid car launch in Argentina, Brazil and Colombia"

  1. 1. HYBRID CAR HIGHFLIER THE FUTURE IS IN YOUR HANDS Group No. 13
  2. 2. Our Brand • VISION “To become the most respected and admired car company.” • MISSION “Touch the hearts of our customers by providing Innovative products and services of superior quality at a competitive price.” • CORPORATE OBJECTIVE “To become the Market leader in hybrid car category”
  3. 3. DESIGN OF ‘HIGHFLIER’
  4. 4. Our Hybrid Car. CAR NAME- “HIGHFLIER” CAR VARIANTS: a. ‘Hybrid model’ b. ‘Hybrid with Leather and Satellite Navigation’ Pros of an hybrid car •Environment •Tax Breaks •Fuel Saver Cons of an hybrid car •Cost •Batteries
  5. 5. The Marketing Mix. THE PRODUCT: a. ‘Hybrid model’ B. ‘Hybrid with Leather and Satellite Navigation’ The 2nd variant will have extra features given below:- • Satellite-Linked Navigation System with Voice Recognition, FM Traffic and Multi-Angle Rearview Camera with Guidelines • Leather-Wrapped Steering Wheel • Illuminated Steering Wheel-Mounted Cruise, Audio, Phone and Navigation Controls • Leather-Trimmed Interior • Heated Front Seats • Body-Colored, Heated Power Side Mirrors with Integrated Turn Indicators
  6. 6. ENGINE SPECIFICATIONS Hybrid Hybrid with Leather Engine Type In-Line 4-Cylinder In-Line 4-Cylinder Engine Block/Cylinder Head Aluminum-Alloy Aluminum-Alloy Displacement (cc) 1497 1497 Horsepower @ rpm (Combined: 110 @ 5500 engine (SAE net) + electric motor) 110 @ 5500 Torque (lb-ft @ rpm, combined 127 @ 1000-3500 engine (SAE net) + electric motor) 127 @ 1000-3500 Redline (rpm) 6000 6000 Bore and Stroke (mm) 73 x 89.4 73 x 89.4 Compression Ratio 10.8:1 10.8:1 Valve Train 8-Valve SOHC i-HTEC® 8-Valve SOHC i-HTEC® Multi-Point Fuel Injection Standard Standard Drive-by-Wire Throttle System Standard Standard Front-Wheel Drive Standard Standard Eco Assist™ System Standard Standard CARB Emissions Rating[1] ULEV-2/AT-PZEV ULEV-2/AT-PZEV Direct Ignition System with Immobilizer 100K +/- Miles No Scheduled TuneUps[2] Standard Standard Standard Standard
  7. 7. Battery Hybrid Hybrid with Leather Lithium-Ion (Li-Ion) Battery Standard Standard Output (kW) 20 20 Voltage 144 144 Volume (Liters) 16 16 Weight (lbs) 48.5 48.5 Electric Motor Permanent Magnet Motor Standard Standard Horsepower @ rpm 23 @ 1546-3000 23 @ 1546-3000 Torque (lb-ft @ rpm 78 @ 500-1546 78 @ 500-1546 Voltage Range 108V - 172V 108V - 172V Motor Weight (lbs) 42.5 42.5
  8. 8. The Marketing Mix (contd.) THE PLACE: Brazil Argentina Colombia
  9. 9. The Marketing Mix (contd.) THE PRICE: Hybrid model’- $28000 ‘Hybrid with Leather and Satellite Navigation’- $31000
  10. 10. The Marketing Mix (contd.) PROMOTION ABOVE THE LINE (80%) • OOH • Print • Radio • Television BELOW THE LINE (20%) • Digital • Sales Person
  11. 11. Brazil • Brazil is the world's fourth largest car market and the seventh biggest car manufacturer. • It is South America’s largest consumer market, a still-bustling economy–and a lot of potential customers. • As early as 2015 Brazil could overtake Japan to become the world’s third-largest car market after China and the U.S. • In 2011 car production was 3,406,150 and in 2013 the country is expected to mark its seventh straight annual sales record, with close to 4 million vehicles sold
  12. 12. • Population: 174,468,575 • Language(s):Portuguese (official), Spanish, English, French • Literacy rate:83.3% • Area:8,511,965 sq km • GDP: 595,458 (US$ millions) • Number of Daily Newspapers:465 • Number of Television Sets:36,500,000 • Number of Radio Stations:1822 • Internet Access per 1,000:28.7
  13. 13. Pros Cons •Brazil's electric vehicle (EV) market is set to grow substantially owing to supportive legislations, anticipated tax incentives for EVs, and enhancements in charging infrastructure. •Inovar-Auto program will provide incentives for EV manufacturers and end users, thereby encouraging adoption •Rising fuel costs •The continued preference for flex-fuel over hybrid electric technology is a restraint. •The lack of localized battery technology and the high initial costs of acquisition
  14. 14. Argentina • Automotive industry is a key contributor to manufacturing production and exports • Vehicle production has more than tripled since 2002 and strong growth is expected • Automotive companies currently operating have increased their production levels to meet the rising local and external demand • According to Argentine Association of Automobile Manufacturers (ADEFA), the sustained growth trend in the sector will keep up in the foreseeable future
  15. 15. • Population:37,384,816 • Language(s):Spanish (official), English, Italian, Germany, French • Literacy rate:96.2% • Area:2,766,890 sq km • GDP:284,960 (US$ millions) • Number of Daily Newspapers:106 • Total Circulation:1,500,000
  16. 16. Pros •Argentina is a market with high potential given its income per capita and its geographical size •Demand for low- and medium-priced cars is the largest •Strong regional integration in automotive supply •Balanced trade with Brazil allows some flexibility Cons •Strong trade deficit in the auto parts trade sector •Low financing ratios •Motorisation has increased, but the vehicle fleet is still relatively old
  17. 17. Colombia • Official languages: Spanish • Population : 47,072,915 • GDP :$502.874 billion • Per capita : $10,791 • Literacy: 92.3% of the population aged 15 and older were recorded as literate
  18. 18. Pros • Short term & medium term growth due to: • Strong external demand for local commodities, from the Asian countries • Good macroeconomic management. • Strong foreign exchange reserve • Good business environment • Highly educated leading to skilled labour pool. • Young population. Cons • Despite the sustained efforts of the government to improve social pacification and eradicate organized crime, • Security concerns are very high dragging down its competitive potential. • Inefficient regulation which fails to foster domestic competition. • Poor Infrastructure. • Inefficient allocation of resources. • Colombia is rich in natural resources, and its main exports include petroleum
  19. 19. Major Competitors in LatAm • Amsia Motors • Fiat • Renault • General Motors • Ford • Mercedes • Honda • Mitsubishi • Chevrolet Nissan Toyota Kia Nissan Suzuki Volkswagen Peugeot Citroën Chevrolet
  20. 20. Competency Analysis Strengths Strengths Weakness • Environment conscious and provides reduced carbon emission • Elegant interiors and revolutionarily designed exteriors • Exceptional fuel efficiency • Smooth performance • Fuel efficiency & low exhaust emissions. • Huge investment in expensive fixed costs. • High costs of training and retaining labour. • High Advertisement & Promotion costs. • Fluctuating economic and political conditions SWOT ANALYSIS (Our Company) Opportunities • Increasing fuel prices. • Changing customer needs. • Acquiring collaborations with automobile business entities. • Augment distribution and servicing network. • Low competition in Hybrid Cars. Threats • Product recall. • Rising raw material prices. • Intense competition offering innovative features at lower price. • Higher maintenance costs may defer the customer • New entrants
  21. 21. Porter’s 5 Forces Model 1. Threat of New Entrants: Low  High capital Threat of new entrants  High R&D cost  Mass production to make cars affordable 2. Bargaining Power of Suppliers: Low  Many parts needed so many suppliers 3. Bargaining Power of Buyers: High Bargaining power of consumers Industrial Rivalry  Limited number of players in the market 4. Threat of substitutes: High  Substitutes are petrol or diesel cars, solar cars or electric cars. 5. Competitive rivalry within the industry: Low  Limited number of players  High product differentiation Threat of substitutes Bargaining power of suppliers
  22. 22. Entering LatAm Entering Through : Joint Venture with Fiat In all three Countries Why the decision : •Cost Reduction •Enhanced Skills •Less Risky •No need to build up an international infrastructure.
  23. 23. The Proposition People will have a feeling of contributing towards combating global warming by reducing carbon emission EMOTIONAL BENEFIT FUNCTIONAL BENEFIT ECONOMIC BENEFIT Driving on electricity is cheaper then driving on fuel
  24. 24. DSTP ANALYSIS DIFFERENTIATION: The eco-friendly cars for customers that are interested in saving the environment in style. Industrial SEGMENTATION & TARGETING: Residential Low Income Middle level Income Elite 22-30 31-41 42-52 6.5k-10K Dollars 13K-16K Dollars 16K + Dollars
  25. 25. The Positioning Appeal • An environment friendly car with state of the art features and comfort with enhanced safety • Large size and higher power Batteries are rechargeable. Our earth is not. Go Hybrid. It’s Lighter on your pocket too.
  26. 26. Psychological appeal • Value for Money-The Smart Buy • The Status • A feeling of Pride
  27. 27. The Big Idea • Brand Ambassadors Ronaldo Maradona • Football Ground & Jerseys • Tournaments like La Liga and Copa America • Best player • Corporates & Hotels
  28. 28. Promotions: • • • • • Showrooms Brochures & interactive multimedia "eBrochures” Demo cars Facebook page Web page showing demo of the car and explaining what the car actually is. • Hoardings Launch During Football Leagues 1 month plan: • • • • • TVC- 4 weeks Print- 4 weeks OOH- 4 weeks BTL- select days PR- 4 weeks + 4 weeks (Conferences)
  29. 29. Media Plan
  30. 30. THANK YOU
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×