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advertising strategies of MARUTI SUZUKI, HYUNDAI AND TATA MOTORS by sumit mukherjee

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a self explanatory presentation with unique ads which sets the platform to give a superb presentation----by sumit mukherjee

a self explanatory presentation with unique ads which sets the platform to give a superb presentation----by sumit mukherjee

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    advertising strategies of MARUTI SUZUKI, HYUNDAI AND TATA MOTORS by sumit mukherjee advertising strategies of MARUTI SUZUKI, HYUNDAI AND TATA MOTORS by sumit mukherjee Presentation Transcript

    • SEGMENTS OF AUTOMOBILE INDUSTRY IN INDIAA1 MINI SIZE CARA2 COMPACT CARA3 MID SIZE CARA4 EXECUTIVE CARA5 PREMIUM CARA6 LUXURY CARC MULTIPURPOSE VEHICLE
    • SEGMENTS MARUTI SUZUKI HYUNDAI TATA MOTORSA1 MARUTI 800 SANTRO/EON NANOA2 ALTO/ZEN/WAGONR/SWIFT/RITZ I10/GETZ/i20 INDICA/INDIGO/ /A-STARA3 DESIRE/SX4 VERNA/ACCE NTA4A5A6C OMNI/VERSA SANTA FE SUMO
    • BEHAVIORIAL – singles & young couples (style, Innovative & early adaptors) DEMOGRAPHIC – 21 TO 30 YEARS GEOGRAPHIC – no specific cities
    • IMC STRATEGY –BRAND AMBASSADOR – WORLD PRIMEIRE OF CARS– BTL (POSTERS , DANGLERS) – ATL(TV, MOVIES, SPONSORSHIP) - ADVERTISING
    • SPONSORING
    • ONLINE ADVERTISING
    • ADVERTISEMENTS
    • USES THE EVENTS
    • FAILURE – ATOS PRIMEREASON – LAUNCHED WITH SANTRO XING 2003
    • NEWLAUNCH2012
    • POSITIONING – affordable smallcar named “PEOPLE’S CAR”
    • UPGRADED ADVERTISEMENT SCHEMES SALES SERVICES PLATFORM TOPRODUCT LINE K-SERIES, TEST DRIVE, NETWORK SALE MASCOT, EXCHANGE OF TRUE VALUE ONLINE, OFFER STATIONS AD AGENCIES
    • ADVERTISEMENTS FOCUSED ON NEEDS AND ASPIRATION OF A PARTICULAR CUSTOMER“paapa ki kehnda , petrol khatam ni honda”…
    • LIMITED EDITION ON1 MILLION CAR SOLD
    • SUCCESS – PRODUCT USAGE
    • SUCCESS – PRODUCT USAGE
    • SERVICENETWORKSTATIONS
    • NEW IMC STRATEGY - 2001
    • NEW IMC STRATEGY- K - SERIES
    • AD-ABOUTTHETECHNICALFEATURES
    • INANAUTOEXPO
    • FAILURE –more focusedon IMC thanthe product
    • TATA ENTERS WITH INDICA IN 1998LAUNCHING – INGENIOUS & PATRIOTISM
    • AD – LARGE SIZE(targeting – joint family and business man)
    • REVOLUTIONINTHE ADWORLD
    • AD CAMPAIGN SUCCESSFULPRODUCT FAILURE
    • MEDIA AS A HELPING HAND
    • CHANGES AT REGULAR INTERVAL --- DIDN’T HELP
    • NEWSTRATEGY
    • MILESTONEOFMARUTI SUZUKI SUCCESSFUL NEW PLANT POSITIONING WITH NEW IN RURAL VENTURE - AND URBAN EXPANDING BUSINESS - 2006 2001 MARKET (TRUE VALUE, LEADERS INSURANCE) 1 MILLION SALE - 1994
    • MILESTONEOFHYUNDAI LEADING EXPORTER IN NEW 2012 TECHNOLOGIES- SUCCESSFUL LAUNCHED IMC STRATEGIES CAPTURED 2ND POSITION AS MARKET LEADERS 1 MILLION SALE - 1999
    • MILESTONEOFTATA MOTORS LAUNCH OF NANO INCREASED IN VARIANTS SUCCESSFULLY ENTERED THE MARKET -1998