1. Post Launch Research of
Bolero Maxi Truck Plus
Bolero Maxi Truck with its launch in August, 2009 was able to revive the category of Small Pick-
up trucks However, soon competition was faced in the category .
What it did was the increase in the size of Small Pick-up segment to 3 times within one year.
But Mahindra’s market share was decreasing.
So to combat the competition and revamp their portfolio they
launched Bolero Maxi Truck Plus in FY’14 and soon the market share increased to 48% within
one year.
But was this growth sustainable? What were the reasons for this growth? What can be the
future marketing strategy
Introduction
2. Understanding the
reasons for
growth
Capture Customer
Sentiments
Building Future
Action Plan
Identify BMT Plus customer segment in terms of usage & profilingIdentify BMT Plus customer segment in terms of usage & profiling
Identify the major purchase parameters in this categoryIdentify the major purchase parameters in this category
Review the performance of the product in the marketReview the performance of the product in the market
Understand the customer satisfaction &association with the productUnderstand the customer satisfaction &association with the product
Benchmark the promotional campaigns in this segmentBenchmark the promotional campaigns in this segment
Propose a Marketing Action Plan for BMT Plus in future to
strengthen the perception
Propose a Marketing Action Plan for BMT Plus in future to
strengthen the perception
Project Objective & DeliverablesProject Objective & Deliverables
WHAT?WHAT? HOW?HOW?
3. Target
Group
BMT Plus, Dost & Super
Ace
Customers
Sample Size 91 (Captive-46, MLO-45)
Survey
Medium
Physical Survey of 20-25
Minutes each
Mahindra
Dealers
5
Ahmedabad 29 (Captive-14, MLO-15)
Pune 29 (Captive-13, MLO-16)
Jaipur 33 (Captive-19, MLO-14)
ApproachApproach
Primary ResearchPrimary Research Secondary ResearchSecondary Research
Consisted of studying online resources like:
• ATL & BTL promotions in Auto
Industry
• Tata Ace, Dost & Cocacola Campaigns
• Tata Nano & Maruti Swift Case Study
• Present Economic & Business Scenario
Refrences
4. Mr. Ram Chandra Gurjar, BMT Plus MLO in Jaipur sold his Super Ace
and bought BMT Plus, he says “ BMT Plus ne kaam bdhane
me bahut madad ki hai, Bhai se badhkar hai ye aaj
mere liye…”
Mr. Ram Chandra Gurjar, BMT Plus MLO in Jaipur sold his Super Ace
and bought BMT Plus, he says “ BMT Plus ne kaam bdhane
me bahut madad ki hai, Bhai se badhkar hai ye aaj
mere liye…”
Mr. Raghuveer Singh, BMT+ Captive user in Ahmedabad compared
all three vehicles before purchase and says : “ BMT Plus
Zabardastt Gaadi hai…Iska koi mukabla nhi, bas
mileage kam de rhi hai 11-12 ka ”
Mr. Raghuveer Singh, BMT+ Captive user in Ahmedabad compared
all three vehicles before purchase and says : “ BMT Plus
Zabardastt Gaadi hai…Iska koi mukabla nhi, bas
mileage kam de rhi hai 11-12 ka ”
Outcome of ResearchOutcome of Research
Key Takeaway:
Image of a strong, dependable and stylish vehicle that is good for business
Brother Like association with BMT Plus
Lower perception among Captive, Strong among MLOs
6. 6
Emotional
Connect
Emotional
Connect
Builds TrustBuilds Trust
Strengthens
Brand Saliency
Strengthens
Brand Saliency
Brand RecallBrand Recall
Benefits of Proposed CampaignBenefits of Proposed Campaign
Family
engaging
programs
Family
engaging
programs
Communication
of emotional
benefits
Communication
of emotional
benefits
Concept of
Testimonials
Concept of
Testimonials
Sharing
comparative
rational benefits
Sharing
comparative
rational benefits
Post Sales
loyalty building
Post Sales
loyalty building
Service
benchmark
program
Service
benchmark
program
Below the line
activation
Below the line
activation
Catchy jingles
and posters
Catchy jingles
and posters
7. 6
Emotional
Connect
Emotional
Connect
Builds TrustBuilds Trust
Strengthens
Brand Saliency
Strengthens
Brand Saliency
Brand RecallBrand Recall
Benefits of Proposed CampaignBenefits of Proposed Campaign
Family
engaging
programs
Family
engaging
programs
Communication
of emotional
benefits
Communication
of emotional
benefits
Concept of
Testimonials
Concept of
Testimonials
Sharing
comparative
rational benefits
Sharing
comparative
rational benefits
Post Sales
loyalty building
Post Sales
loyalty building
Service
benchmark
program
Service
benchmark
program
Below the line
activation
Below the line
activation
Catchy jingles
and posters
Catchy jingles
and posters
