Automotive Design

1. AUTOMOTIVE DESIGN GOWTHAM. S

2. CONCEPT OF DESIGN
The organization knows its product better than anyone or
any organization. The consumer will favour those products
that offer the most quality, performance or innovative
feature as conceived by the organization
“If I had asked people what
they wanted, they would have
said faster horses”
“Any customer can have a car
painted any colour that he
wants so long as it is black”
“I don’t believe in taking right
decision. I take decision and
then make them right”
PRODUCT CONCEPT MARKETING CONCEPT
The organization should strive to satisfy its customer needs
and wants while meeting the organization goals and to
deliver the desired satisfaction more effectively and
efficiently than competitors.
- Henry Ford - Ratan Tata

3. NAZISM
Volkswagen Beetle 1938
HOW NAZISM MODIFIED AUTOMOTIVE INDUSTRY?
AUTOBAHN (German: Reichsautobahn)
• First Autobahn was constructed between
Frankfurt and Darmstadt in 1939.
• Reduced unemployment during the Nazi
rule and upto 250,000 jobs were created.
• Motorization of Germany was the main
objective as Nazis projected themselves as
‘Modernizers’.
27 inches12,949 kms 130 km/hr
LENGTH THICKENSS SPEED LIMIT

4. ARCHETYPAL BRANDING
archetype
Character or pattern of
circumstances that recurs throughout
literature and though consistently
enough to be considered universal.
ÄR•KI•T Ī P
“There are forms or images of a collective nature which occur practically all over the
earth as constituents of myths and at the same time as individual products of
unconscious. These are imprinted and hardwired into our psyches.”
CARL JUNG'S ARCHETYPAL THEORY
Demonstrated that the
collective unconscious
is cross - cultural
Applied Archetypes to
Marketing and
Branding
1949
2001
Margaret
Mark
Joseph
Campbell

5. ARCHETYPAL BRANDING
Each brand should align with only one archetype, but
can and will share similar traits and characteristics as
other archetypes.
?

6. ARCHETYPAL BRANDING
RULES ARE MADE TO BE BROKEN
motto
what they do?
CHALLENGE THE WORLD
associations
INDIVIDUALISM| PASSION | FREEDOM
1. Rebel customers appreciate the
unconventional and forcefully reject
the status quo.
2. They are likely to value unique or
shocking content with no obvious ‘sell’
to it.
1. Rebel brands promise revolution. Rebel
brands position themselves as an
alternative to the mainstream and
make an effort to stand out. Successful
rebel brands are likely to have a cult-
like following.
2. The worst thing to happen to a rebel
brand would be to be bought out or
become too popular.
what customer wants? what the brand delivers
R E B E L

7. ARCHETYPAL BRANDING
YOU’RE THE ONLY ONE
motto
what they do?
AWAKEN THE SENSES
associations
ROMANCE | GLAMOUR | DESIRE
SEXUALITY
1. Lover customers value the aesthetic
appearance of goods and services.
2. They are likely to be drawn to premium
brands that will make them seem more
attractive to others.
1. Lover brands promise passion. Lover
brands promote themselves as
glamorous, with an emphasis on
sensual pleasure.
2. Ads will typically focus on how the
product feels for the customer. Lover
brands can’t come across as cheap or
business like or their cultivated air of
mystique will be ruined.
what customer wants? what the brand delivers
L O V E R

8. ARCHETYPAL BRANDING
DON’T FENCE ME IN
motto
what they do?
SEARCH FOR THE NEW
associations
INDEPENDENT | PIONEERING
DISCOVERY | FEARLESSNESS
1. Explorer customers embrace brands
that promote freedom and self-
discovery, especially those that invite
the customer to embark on a journey
with them.
2. They are unlikely to be swayed by
domestic-focused ads.
1. Explorer brands promise freedom.
Explorer brands promote themselves as
a means to help others experience the
new and unknown.
2. The worst outcome for an explorer
brand would be to come across as too
rigid or corporate.
what customer wants? what the brand delivers
E X P L O R E R

9. ARCHETYPAL BRANDING
LOVE YOUR NEIGHBOR AS YOURSELF
motto
what they do?
CARE FOR OTHERS
associations
RESPECT | TRUST | SECURITY
COMPASSION
1. The carer customers are driven by their
need to protect and care for others.
2. Carer customers want to be recognised
for their effort, without being
patronised.
3. Aggressive adverts are a massive turn-
off, whereas emotionally-driven
adverts often strike a chord.
1. Carer brands promise recognition.
Nurturer businesses offer protection,
safety and support to their customers.
2. The worst thing that can happen to a
carer business is that their products are
shown to be harmful or exploitative.
what customer wants? what the brand delivers
C A R E R

10. ARCHETYPAL BRANDING
POWER ISN’T EVERYTHING, IT’S THE
ONLY THING
motto
what they do?
EXERT CONTROL
associations
POWER | STABILITY | EXCELLENCE
EXPERTISE | LEADERSHIP
1. Ruler customers are naturally dominant
and will not appreciate patronising or
‘dumbed down’ advertising.
2. They will value ads that reinforce their
feelings of power and stability.
1. Ruler brands promise power. Ruler
brands speak authoritatively, often
spreading the idea that they are the
lead in their field. Their image is solid,
polished and often very ‘masculine’.
2. A ruler brand would suffer greatly by
being perceived as weak, or by having
to concede defeat to a rival company
publicly.
what customer wants? what the brand delivers
R U L E R

11. ARCHETYPAL BRANDING
YOU ONLY LIVE ONCE
motto
what they do?
ENCOURAGE GOOD TIMES
associations
ORIGINALITY | FUN | MISCHIEF
POSSIBILITY
1. Jester customers find regular adverts
boring, but will love anything unusual
or playful – especially ads that make
light of the seriousness of life.
1. Jester brands promise entertainment.
Jester brands give the impression that
they live in the moment, use
outrageous imagery and often tease
their customers affectionately.
2. The worst thing a jester brand could do
is get embroiled in a bitter lawsuit or
be seen to be strict with their
customers.
what customer wants? what the brand delivers
J E S T E R

12. ARCHETYPAL BRANDING
MAKE THINGS HAPPEN
motto
what they do?
TRANSFORM AND AMAZE
associations
IMAGINATION | CLEVERNESS
CHANGE | DELIGHT
1. Magician customers need to feel they
can grow wiser or influence people by
using your products.
2. Ads should be as imaginative and
inspiring as possible.
1. Magician brands promise knowledge.
Magician brands promote themselves
as the gateway to transformative
knowledge and experience.
2. The worst things a magician brand can
be seen as are too structured,
regulated or hollow.
what customer wants? what the brand delivers
M A G I C I A N

13. ARCHETYPAL BRANDING
FREE TO BE YOU AND ME
motto
what they do?
RENEW FAITH
associations
FREEDOM | OPTIMISM | PURITY
BEAUTY
1. The innocent customer prefers straight-
talking, gimmick-free advertising, and
is naturally drawn to optimistic brands.
2. Heavy-handed or guilt-inducing
advertising is likely to repulse them.
1. Innocent brands promise simplicity.
Innocent-focused businesses promote
themselves as pure, simple and
trustworthy. The imagery they use is
often natural and unfussy.
2. The worst thing that can happen to an
innocent business is uncovered
corruption or deceit.
what customer wants? what the brand delivers
I N N O C E N T

14. ARCHETYPAL BRANDING
WHERE THERE’S A WILL, THERE’S A
WAY
motto
what they do?
ACT COURAGEOUSLY
associations
STRENGTH | POWER | BRAVERY
HONOR
1. Hero customers value quality and
efficiency in their products.
2. They like to think their consumer
choices will put them ahead of
everyone else, and aren’t likely to be
swayed by cute or funny adverts.
1. Hero brands promise triumph. Hero
businesses promote themselves as
good quality and superior to their
competition.
2. The worst thing that can happen to a
hero business is for a competitor to be
rated higher or proven to be better
value.
what customer wants? what the brand delivers
H E R O

15. ARCHETYPAL BRANDING
ALL MEN AND WOMEN ARE CREATED
EQUAL
motto
what they do?
MAKES EVERYONE FEEL IMPORTANT
associations
UNSELFISHNESS | SUPPORT
FRIENDLINESS | REALISM
1. The everyman appreciates quality and
dependability in their brands.
2. They prefer the familiar to the strange,
and will emotionally invest in brands
that they trust.
1. Regular guy brands promise belonging.
Regular guy businesses take pride in
their down-to-earth ethos. Their image
is honest and dependable.
2. The worst thing to happen to a regular
guy business would be for them to
appear greedy or elitist.
what customer wants? what the brand delivers
R E G U L A R G U Y

16. ARCHETYPAL BRANDING
IF YOU CAN IMAGINE IT, IT CAN BE
DONE
motto
what they do?
CRAFT THINGS OF ENDURING
VALUE
associations
SELF – EXPRESSION | INNOVATION
VISION | NONCONFORMITY
1. Creator customers shun advertising in
general but may enjoy experimental,
boundary-pushing or novel ads.
2. Creator types are a difficult category to
appeal to, but successful creator brands
often develop a devout fan base.
what customer wants? what the brand delivers
C R E A T O R
1. Creator brands promise authenticity.
Creator brands often position
themselves as the key to unlocking a
creator’s creativity.
2. The worst thing a creator brand can be
perceived as is inauthentic or ‘sell-out’.

17. ARCHETYPAL BRANDING
THE TRUTH WILL SET YOU FREE
motto
what they do?
SEEK UNDERSTANDING
associations
THOUGHTFULNESS | WISDOM
INDEPENDENCE | TRUTH
1. Sage customers believe that knowledge
comes from growth, and constantly
look for new sources of information.
2. They prefer ads which challenge them
to think in a new way.
what customer wants? what the brand delivers
S A G E
1. Sage brands promise wisdom. Sage
brands promise learning and therefore
often make use of higher level
vocabulary and symbolic imagery.
2. They trust their customers to grasp
difficult ideas and understand
intellectual in-jokes, and should avoid
becoming too dumbed-down or
patronising.
?

18. SOPHISTICATEDPOWERFUL
MOURN REBEL
SERIOUS AND CONSERVATIVE
POWERFUL
MYSTERY SORROW BRAVE
STRENGTH
ANGERRELIABILITY
SADNESS
REBIRTH CLEAN
SADNESS
BRAVE STRENGTH
DANGER
ARCHETYPAL COLORS

19. ARCHETYPAL COLORS
“Color is one of the most prominent ways to communicate nonverbally. Psychologists believe that this impact
on the mind is derived directly from an association to the natural world”
REBIRTH LOYALTY LIFE
CLEAN RELIABILITY
DECREASES BLOOD PRESSURE
DEATH BRUISING SADNESS
LACK OF OXYGEN
POSITIVE ATTRIBUTES
NEGATIVE ATTRIBUTES
YOUTH WISDOM LIFE
CALM NATURAL
HARMONY
DECAY JEALOUSY ENVY
INEXPERIENCE
POSITIVE ATTRIBUTES
NEGATIVE ATTRIBUTES
PEACE
BALANCE FERTILITY
LOVE BRAVEPASSION
STRENGTHCREATIVITY
INCREASES METABOLISM
DANGER VIOLENCE ANGER
INCREASES HEART RATE
POSITIVE ATTRIBUTES
NEGATIVE ATTRIBUTES
COURAGE

20. ARCHETYPAL COLORS
“Color is one of the most prominent ways to communicate nonverbally. Psychologists believe that this impact
on the mind is derived directly from an association to the natural world”
ROYALTY RIPENESS JOYOUS
WEALTH CHEERFUL
ATTENTION GRABBER
DECEIT SICKNESS TREASON
COWARDICE
POSITIVE ATTRIBUTES
NEGATIVE ATTRIBUTES
GOOD CLEAN
LIFE
CALM PURITY
INNOCENCE
ISOLATION DETACHMENT
STERILITYBLANKNESS
POSITIVE ATTRIBUTES
NEGATIVE ATTRIBUTES
PEACE
BALANCE
NEUTRALITY
SLEEK FORMALITYPRESTIGE
SOPHISTICATED
POWERFUL
IMPORTANCE
MYSTERY SORROW REBEL
SERIOUS AND CONSERVATIVE
POSITIVE ATTRIBUTES
NEGATIVE ATTRIBUTES
ELEGANCE
EMPTY

21. ARCHETYPAL COLORS
JOYOUS CHEERFUL
“Bring Home Happiness”
YOUTH LIFE ENVY
“Full of Life”
LOVE PASSION
“It loves you back”
PRESTIGE
SOPHISTICATED
POWERFUL
IMPORTANCE
“Nothing else will do”
TATA NANO CHEVROLET SPARK HONDA BRIO MAHINDRA SCORPIO

22. DESIGN STRATEGIES
BOTTOM – UP APPROACHTOP – DOWN APPROACH

23. TOP – DOWN APPROACH
PRODUCT
Sleek, Comfort and better performance
PRICE
• Priced in comparison to 3 wheelers
PROMOTION
• Catch line - “ Small is Big”
PLACE
• Cities, Small Towns and Villages.P
P
P
P
MACARTHY’S 4P’S FOR MARKETING MIX

24. RESEARCH DESIGN
EXPLORATORY RESEARCH CONCLUSIVE RESEARCH
“I require an affordable four – wheeled
truck with more stability, safety, comfort ,
all weather protection and with better
payload capacity”
- Bajaj Minidor Driver
“The three – wheeled commercial vehicles
are killing my business. They charge less
and transport goods faster due to easy
manoeuvrability. I cannot operate at their
cost. I need a small version of this truck
with a payload of 2.25 tonnes”
- Tata 407 Driver
LCV
52%HCV
30%
MCV
18%
Macro Projection of Commercial Vehicle Industry

25. MACARTHY’S 4P FOR MARKETING MIX (PRICE)
OPEL CORSA HYUNDAI ACCENT FORD IKON MARUTI ESTEEM TOYOTA QUALIS
₹6,00,000 – 7,50,000 ₹5,50,000 – 7,00,000 ₹5,50,000 – 7,00,000 ₹5,00,000 – 6,50,000 ₹6,00,000 – 8,50,000
₹5,00,000 – 7,00,000

26. MACARTHY’S 4P FOR MARKETING MIX
PHASED LAUNCH
• Chennai
• Bangalore
• Mumbai
• Delhi
PLAN FOR EXPANSION
• In 4 month – 20 cities
• In a year – 50 cities
SHOWROOM EXPERIENCE
Mahindra planned to improve the
aesthetics and appeal of the
showrooms to project ‘Scorpio’ as
a rugged and sturdy vehicle.
ADVERTISING STRATEGY
The Television Commercials as well
as the press still shots were shot in
Australia to project an image of a
global SUV fit for any terrain.
MEDIA STRATEGY
Mass Media, Direct Marketing,
Public Relation Events.
POSITION
Luxury car with the thrill of an SUV
TAGLINE
Nothing else will do
PRODUCTPROMOTION
PLACE
TARGET CUSTOMERS
Urban Customers,