Imperial motor India retailing a range.

1. Imperial Motor India
Case study
AKSHAY ARORA
SBS OPERATIONS

2. Mission Statement
• IMPERIAL MOTOR INDIA – RETAILING A RANGE.
– Reduce The Cannibalization Of Product.
– Increase The Sale Of Variants(cars).

3. Market Summary

4. New Variant - MAX
SMILE
MARK
MAX
1) Global.
2) Stylish model
1) Huge
hatchback.
2) Comfort style
model
1) Large
hatchback.
2) Spacious.
3) Safe.
4) Stylish.
5)Available in
petrol and
diesel.
6)Available in
L,Q & X engine
type.

5. Cannibalization Problem.
BUZZ
SMILE
MAX
MARK

6. Segment Market/Price Pyramid
MAX
MARK
SMILE
BUZZ
P4
P3
P2
P1 C1
C2
C3
C4

7. Recommendations
sales
Market
Study
People
Technology

8. Market study.
• Research Study of market customer.
• Positioning of product.
• Value proposition.
• Customer input.
• Marketing collateral.

9. People
• Hub and spoke model.
• Training and education.
• Incentives.
• Test drives.
• Campaigning.

10. Technology.
• Enterprise resource planning (real time connectivity).
• Features advantage benefits software.

11. Work Base Structure.
RESEARCH
STUDY
• QUESTIONNAIR FORMATION & INTERVIEW.
• DISTRIBUTION AND RESULT COLLECTION.
VALUE
PROPOSITION.
• DESIGNING.
• SERVICE.
MARKETING
COLLATERAL.
• BROUCHERS.
• ONLINE ADVERTISING.
TRAINING.
• ON JOB TRAINING.
• SKILLS DEVELOPMENT.
CAMPAIGNING
• TIER 1, TIER 2 CAMPAIGNING.
• OFFERS AND TIE UPS.

12. E.R.P
• DEVELOPMENT.
• TESTING.
• IMPLEMENTAION.
F.A.B
• DEVELOPMENT.
• TESTING.
• IMPLEMENTAION.
Work Base Structure.

13. Resource Allocation
List Allocation For The Following Resources:
RESOURCES COST
Research study 300000
Value Proposition 300000
Marketing Collateral 1250000
Training 1250000
Campaigning 500000
E.R.P 1000000
F.A.B 400000

14. THANK YOU