Cockpit: Case solution submitted by Naresh Kumar K and Vignesh Kumar S from PSGIM The Case Study: About Cockpit: Nyper Motors Ltd. is a European car manufacturer, which specializes in making luxury sedans (price starts from USD 35,000). Nyper motors now wants to enter India, where they are planning to launch “Cockpit”, a hatchback, which they are aiming to sell at USD 16,000, thus tapping India’s youth segment. Cockpit will be a combination of luxury and thrill. Nyper has recently developed a fuel saving technology for their cars, which they are planning to plug in with Cockpit, thus making a perfect offering for Indian market. Nyper wants to release Cockpit in the annual AutoExpo event going to be organized in New Delhi, in two months from now. Before the event, Nyper wants to create demand amongst Indian youngsters without revealing the actual design of “Cockpit”, What Nyper is offering with “Cockpit”? - High on fuel saving, despite being a luxury hatchback, - The top speed of Cockpit is 250 km/h - First 100 cars will be having inbuilt GPS system coupled with prime accessories (free of cost) - First 10 buyers will be given a free of cost tour to Cockpit’s manufacturing plant in Germany, - People who buy cockpit, in the first two months of its launch, will be given 2 years service for free What Nyper wants in the marketing plan? - Nyper wants Cockpit should not be promoted as a car, but as an experience, - Apart from promoting on social media, Nyper wants to develop a mobile app for tapping young digital audience of India. What is “Feel the Moment”? Feel the Moment is the brand theme of cockpit, which focuses on a once in a lifetime experience. They want all their brand communication to reflect this idea. The Assignment: Nyper wants to create online conversations around “Cockpit” by engaging relevant people in order to create familiarity for the product. They want a marketing campaign which will correctly position the car in their niche thereby challenging ri vals like BMW, Audi and others

1. COCKPIT
THE NEXT GENERATION
HATCHBACK
Presented by,
K.NARESH KUMAR
S.VIGNESH KUMAR
“TEAM ASHERS”

2. Engage People @ Cockpit Content
• Use content of the people instead of your own
• Call attention to fans who show off your products
and promote Cockpit
• Relate questions to specific consumer lifestyles
• Use a short sentence with one word missing to
create the craze among the crowd..
• Cockpit on road, feel the comfort of riding..

3. Research Conducted @ PSGIM &
Online Surveys..
Youtube
Videos
Advertise 18%
ment
4%
Facebook
23%
• Please click on the pie chart, click
on edit data to check on the full
details of the survey conducted
among 60 teenagers…
Third
party
Websites
50%
Twitter
5%
Channels Deciding
Even teen age car shoppers watch
more video about the car, which
accounts around 66% for buying it
•Rather than these details, even
teenagers wanted to go for a luxury
hatchback, with high pick up, good
mileage which obviously our Nyper
products Cockpits satisfies.
•And most of the teenagers wanted
to go for 0% EMI scheme and they
expect a excellent customer
service.

4. Why Digital marketing for cars ?
• Buyers spend 60% of their total shopping time online, and they spend the
most time online looking at inventory on third-party sites.
• Effective merchandising with actual (not stock) photos, videos, custom
comments and pricing can help convince an undecided shopper to take a
serious look at our new vehicle Cockpit.
• Focus on your value proposition and customer service.
• New Vehicle Buyers spend 19 hours shopping for a car, 60% of that time
online.
• 50% of New Vehicle Buyers say the Internet is the predominant source
that leads them to dealers, more than twice that of any other source.

5. Integration of Various Channels
•
As per the survey conducted and even through
other global surveys shows that they tend to
go
for
third
party
www.cardekho.com;
websites
like
www.autotrader.com ;
www.carwale.com etc.,
•
So the main focus would be on the third party
websites and giving facebook, twitter, YouTube
links in the same page which would take them
to Facebook, twitter and YouTube pages.
•
Website should take the customer through the
details of Cockpit which is illustrated down the
ladder.

6. Converting trend to brand awareness

7. Customer’s Expectation
• Rather than these customers even look for the car’s
story, Virtual Walk around, Video link , shopping
tools, Technical Specifications and Price
• Promote special programs, including special financing, cash
back incentives and leasing programs (Tours).
•
Use the same price for a vehicle throughout in all forms of
advertising.
• In the comments section, talk about the premium features
that make this vehicle worth its price and above the variant
(Petrol and Diesel)

8. Photos will make a change
Actual Photo
Stock Photo
Research shows that brands which market through actual photos
rather that the stock photos with real price can increase views by a
large extent

9. VIRTUAL WALK - AROUND
Virtual walk-around of the vehicle helps shoppers to become
familiar with the car and they develop a attachment to it.

10. WALK IN THROUGH THE INTERIORS
Once the customer gets attached to the
car through the exterior look, then the
customer looks for the interior. Hence in
the same way, customer should feel the
attachment in the interiors too…
Numerous pictures (Actual Photo) attracts
them to go for it

11. Mobile App.. Cockpit
Game
Service and Maintenance
Comparison
and Hits
Features
Mileage and
Performance
FAQ’s
• Game: Racing Game which
has Multiplayer through
Bluetooth , All cars would be
Hatchback in which Cockpit
has top speed and Handling
when compared to others
• Service and Maintenance:
Based on GPS location it
shows the nearby S&M
centers with contact no’s.
• M&P: If speed is entered it
would show the mileage
• FAQ’S: Shows FAQ’s and
reviews exclusive on Cockpit
and about other cars

12. Cockpit App..
GPS
Mileage Indicator
ANTI THEFT
Racing Game
SERVICE CENTER
COMPARISON
SLEEPING SENSOR

13. COCKPIT
• Features: Sleeping sensors on the cockpit synched with the
app; alerts when the driver falls asleep, Maps, Anti theft
feature through GPS, if met with accident sends SOS to
hospital emergency with location,
• Comparison and Hits: App can compare cockpit with other
Hatchback cars and shows the advantage of cockpit with
other cars, Hits shows the no of users who have
downloaded the app…
• The main advantage of the app is it can be used for
Entertainment, Service and Security.

14. NYPER @ COCKPIT Advantage
• Since Nyper @ Cockpit is offering would attract the
teenagers, third party integration for social networking
websites and the mobile App which integrates
Entertainment,
Security and Service Emergency
Cockpit creates a brand awareness in the entire sector.
• Rather than these Nyper @ Cockpit has to do CSR
activities to drive through media like TV which would
make the brand familiarized to the entire demography.

15. CONCLUSION
• Nature of the content and conversations would be in such a way that the
questions are triggered from the teenagers lifestyle and enthusiasm
• Since the research is conducted through a survey among the
teenagers, their expectations can be exceeded through this integration.
• Since the integration is going to take place mainly through third party
websites and Cockpit app it would cover all the teenagers and other age
groups as well.
• Success can be measured by the number of hits through the Cockpit
app, no of likes and tweets in facebook, YouTube and Twitter.
• Through all these Cockpit will catch the thrill among the People…