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Automobile industry in india


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Automobile Industry in India, ATL & BTL Marketing spend, Luxury Car Market, Mercedes-Benz, BMW & Audi India analysis, Key Opportunities for marketers and Indian Consumer in 2015, Passenger car market, Commercial vehicle market, women as a consumer, auto component industry in India,

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Automobile industry in india

  2. 2. Industry Size, Segments, Regional Clusters, Key Players, Trends, Sales figures, Market Share, Marketing Spend Automobile Sector - Overview
  3. 3. Automobile industry FY 2011 Market size USD 58.6 Billion #1 three-wheeler market in the world #1 two-wheeler market in the world #7 largest passenger car market in the world #1 tractor market in the world #4 largest commercial vehicle market in the world #5 largest bus and truck segment in the world #3 largest exporter of passenger cars in Asia FY 2016 (E) Market Size USD 145 Billion Growth
  4. 4. Evolution of The Indian Automotives Sector
  5. 5. Automobile industry
  6. 6. Segments Automobiles Passenger 2-Wheelers 3-WheelersCommercial Passenger Cars Utility Vehicles Multi-purpose Vehicles Light Commercial Vehicles Medium & heavy Commercial Vehicles Mopeds Scooters Motorcycles Passenger Carriers Goods Carriers
  7. 7. Year 2014  Auto sales across categories domestically rose by 3.53 per cent in FY14  Passenger vehicles declined by 6.05 per cent in FY14  Passenger car segment declined by 5.01 per cent  SUVs declined by 19.58 per cent  Commercial vehicles declined by 20.2 per cent  LCVs declined by 17.6 per cent  MCVs and HCVs declined by 25.3 per cent  Three wheelers declined by 10.9 per cent in FY14  Two-wheelers registered a growth of 7.31 per cent during FY14  Car sales rose 3 per cent following a stable government in the center
  8. 8. Vision 2020
  9. 9. Notable trends in Indian Automotives sector
  10. 10. Automotive clusters in the country Delhi-Gurgaon- Faridabad Kolkata- Jamshedpur Chennai- Bengaluru-Hosur Mumbai- Pune- Nashik- Aurangaba d Nort h West East Sout h Swaraj Mazda . Amtek Auto . Eicher Motors . Honda Cars . Maruti Suzuki . Hero Group . General Motors . Ford . Volvo Auto . Hyundai . BMW . Yamaha . Mitsubishi . Chevrolet . Escorts . Rolls Royce . Harley Davidson . Scooters India . New Holland . Sonalika . JCB India . Caparo . Suzuki India . Kamaz Vectra . Ferrari . MichelinForce Motors . Piaggio . Tata Motors . Bajaj Auto . Fiat India . Mahindra & Mahindra . Skoda . Volkswagen . Bharat Forge . Mercedes Benz . Audi . M&M Ssangyong . Jaguar . Land Rover . Premier . Ceat . Kinetic . Porsche . Lamborghini . John Deere . Cummins . Atul Auto . Greaves . PSA Peugeot Citroen . AMW . Hino . Bentley Exide Industries . JK tyres Ashok Leyland . Renault . Nissan . Hindustan Motors . Simpson & Co . Ford Motors . Toyota Kirloskar . Volvo Trucks . Sundram Fasteners . Royal Enfield . Bosch India . TVS . Bharat Benz . Tafe . Apollo tyres . MRF . Same Deutz-FAHR . HMT India . Hitachi . Kobelco . Wirtgen . Caterpillar
  11. 11. FDI Inflow in the Automotives Sector FDI inflows in the automotives sector aggregated USD9.6billion (4.5 per cent of the total FDI) over April 2000 –
  12. 12. Market share 2014 Maruti 48% Hyundai 16% Mahindra 8% Honda 7% Tata 6% Toyota 6% Volkswagen 2% Renault 2% Ford 2% Chevrolet 1% Nissan 1% Skoda 1% Fiat 0% Datsun 0% Mitsubishi 0%
  13. 13. Marketing spend – top players Medium Top Spenders Remarks Television Tata Motors, Hero Motocorp, Hyundai, M&M, TVS, Maruti, Honda, General Motors, Exide, Volkswagen Top 10 advertisers contributes 68% share of Auto Sector Advertising on TV medium Print Tata Motors, Maruti, Hero, General Motors, M&M, Toyota, Hyundai, TVS, Ford, Volkswagen Top 10 advertisers contributes 73% share of Auto Sector Advertising on print medium Radio Tata Motors, Hero, Bajaj, Honda, TVS, Mahindra Not witnessed much national level campaigns, regional spends. OOH Tata, Maruti, Mahindra, Toyota, Volkswagen Dealer driven & 360 degree campaign launches Digital Advertising Maruti, Toyota, Ford India, Mahindra, Volkswagen, Hyundai All brands are allocating 10-15% of their above the line marketing budget on this medium. Below the All Mass & key luxury players Most of the mass brands have allocated 20- 25% of total marketing budget on this
  14. 14. Maruti Suzuki: Continuing to remain Market Leader
  15. 15. Tata Motors: Leading in terms of Innovation & Global presence
  16. 16. M&M: Sales down, Hopeful for future  M&M has been the market leader in utility vehicles in India for over 50 years since building the first Willys jeep in 1947  Manufactures passenger vehicles, utility vehicles, light commercial vehicles (including three-wheelers)  Produces 15 passenger vehicle models and 8 commercial vehicle models, noteworthy among which are Scorpio, Thar, Xylo, XUV 500  Global player in exporting products to several countries in North America, Europe, Africa, South America, South Asia, and the Middle East; exported 32,457 units in FY13  Recorded four wheeler revenue of USD3.3 billion in FY13  Launched Verito Refresh, Quanto, and Rexton in FY2013  Sluggish industrial activity, strict financing environment hurt sales sentiments  In 2013, inked a partnership with online shopping portal to sell its two-wheelers  In 2014, company sales were down by 9.97 per cent, with the same period previous fiscal, deteriorating consumption and investment demand remains to be a key concern
  17. 17. Luxury Cars gaining traction in India
  18. 18. Brand, Tagline, Positioning, Communication Strategy, Target Group, Product Line & Price Point, Sales Performance, Competitor Analysis, Above the line & Below the line campaigns BMW
  19. 19. Brand - BMW  BMW was founded by Karl Friedrich Rapp in 1913, under the name of BFW (Bayerische Flugzeug-Werke)  The headquarters of BMW Group is in Munich, Germany and group employs more than 1 lacks employees in more than 40 countries.  The brand will celebrate 100th year anniversary in 2016 – Official birthday date March 7, 1916 (Global) and will be celebrating 10th year anniversary in India.  The parent company of BMW MINI and Rolls Royce car brands.  Slogans- “The Ultimate Driving Machine” and “Sheer Driving Pleasure”  BMW India is 100% Subsidiary owned by BMW Group  Founded in India in 2006  Headquartered at Gurgaon and assembly plant in Chennai with 650 employees  Leading market player in Luxury Car Industry in India  The BMW Group introduced Mini marque in India in January 2012 with the launch of MINI Hatch, Convertible and Countryman.
  20. 20. Brand - Positioning  BMW remains as a symbol for dynamic and forward striving people. BMW is dynamic, challenging and cultured with the mission to deliver pleasure – Sheer Driving Pleasure.  Main characteristic of BMW Brand Personality is to evoke JOY. Joy is both the driving force and the ultimate goal of everything the Brand does. It is the central differentiating criterion and has a multi-faceted character that offers Quality, Service, Sustainability, Exclusivity and Safety to the customer.  At the heart of the BMW brand is the desire to spread joy. This is the promise they make to their customers, and aim to deliver on this promise every time the customers come in contact with BMW.  Positioning Statement- “We do not build cars. We are the creators of emotions. We are the guardians of ecstasy, the thrills and chills, the laughs and smiles and all the words that can’t be found in a dictionary. Innovation is our backbone, but Joy is our heart. We will not stray from our three-letter purpose. We will nurture it. We will make Joy smarter.”
  21. 21. Product line & Price point Sr. No. Product Variants Price (Ex showroom Mumbai) 1 Series 3 320d, 320d luxury plus, 320d luxury line, 320d sports line, 328i sports line 34.30 lacks to 42.50 lacks 2 Series 5 520d, 525d, 530d 49.90 lacks to 59.20 lacks 3 GT Gran Turismo 320 Luxury Line 44.50 lacks 4 Series 6 640d Gran coupe, M6 Gran Coupe 1.15 crore to 1.80 crore 5 Series 7 730Ld, 740Li, 730Ld signature, Active Hybrid, 750Li, 760Li 1.03 crore to 1.87 crore 6 X1 sDrive 20d, 20d xLine, 20d Sport 30.05 lacks to 35.09 lacks 7 X3 xDrive 20d expedition, xDrive 20d xLine 44.90 lacks to 49.90 lacks 8 X5 30d, 30d expedition 64.90 lacks to 70.90 lacks 9 Z4 sDrive 35i, 35i dpt 71.90 lacks 10 Series 4 M4 Coupe 1.25 crores 11 Series 1 116i, 118d, 22.65 lacks onwards
  22. 22. Sales performance 1397 2908 3619 6246 9371 9375 7327 2007 2008 2009 2010 2011 2012 2013
  23. 23. Above the line - Past  In the recent past, the Delhi-based creative agency Liquid Campaign India has worked on BMW's communication. The agency has since worked exclusively on the BMW account and has handled the launch of several brands from the BMW stable, including BMW 6 Series Convertible, BMW X3, BMW 3 Series and, of course, the iconic Mini.  While most of the brand's communication for the Indian market has been adapted from overseas, the launch campaign for the BMW 3 Series ('Superior by Evolution', 2012) was especially crafted by Liquid Campaign India, for Indian audiences, keeping local sensibilities in mind.
  24. 24. Above the line - 2014 ‘Don’t postpone Joy’  Known for its sheer driving pleasure, BMW has now opted for a brand campaign to rekindle love in the age of EMIs. Through its new campaign, Don’t Postpone Joy, BMW exalts Indians to embrace the present over the future. The key message seems to be that the earlier you buy a BMW car, the longer you enjoy it, so why postpone?  The latest campaign “Don’t Postpone Joy” addresses certain mental and cultural barriers that exist towards luxury consumption in India. Since JOY is BMW – BMW in this campaign is reminding people that life is passing by and it’s about living for the moment & enjoying rather than worrying about the future.  Agency – Ogilvy Delhi  YouTube-
  25. 25. Above the line - 2014 Other TVC/Digital  BMW 'By Your Side'​  YouTube -  BMW Financial Services  BMW: The Birthday  YouTube -  BMW: The Wedding  YouTube -  BMW: The Proposal  YouTube -
  26. 26. Digital Media - 2014 #BMWstories  It's the stories that make cars great. Without stories, memories, or unrequited longing, any particular vehicle would just be a bunch of steel and plastic riding on some tires. German automaker BMW is unifying owners across India with a campaign that celebrates driver stories. The brand is weaving together stories from fans, professional drivers and important figures in the company to give a full sense of what it means to be a BMW driver.  The ‘#BMWstories’ campaign casts a wide net to include as many BMW drivers as possible. Fans are encouraged to post what their BMW means to them and how it has affected their life. Whether that means a one-time event, fond memory or a routine experience is subjective.  The campaign was launched in India with none other than the legendary cricketer and
  27. 27. Above the line The BMW “JOY” campaign  The core message of BMW’s current brand strategy is “JOY” which is the centre of its worldwide marketing campaigns. Joy is linked with BMW brand/product attributes well Appeal to multi segments
  28. 28. Above the line
  29. 29. Above the line
  30. 30. Below the line - 2014 BMW EXPERIENCE TOUR 2014  The BMW Experience Tour 2014 gave the BMW enthusiasts an opportunity to witness, explore and test drive the most iconic cars from the BMW stable (the complete range of sedans and SAVs (Sports Activity Vehicle)).  BMW Experience Tour taken place in the following 13 Indian cities: Jaipur, Chandigarh, Delhi, Lucknow, Kolkata, Nagpur, Mumbai, Pune, Hyderabad, Chennai, Kochi, Bangalore and Ahmedabad.  The event started from Jaipur (March 27, 2014) and last leg of the event happened in Noida (Nov 27, 2014)  Each city has witnessed 3 days of unmatched excitement and thrills.  Throughout the Experience Tour, a special structure was created in each city, representing BMW's premium international standards. The weather proof, air- conditioned structure, accommodated the reception, briefing and display areas.  A special Women and Kids zone was created to offer an entertaining time for the entire family. The kid's section also featured a special ‘Sony PlayStation Zone' where kids can enjoy driving the BMW cars in the virtual world with Sony PlayStation 3.
  31. 31. Below the line - 2014 BMW i8 Launch Event 2015  BMW held a grand event to launch the 'i8' at SVP Stadium, NSCI, Mumbai on Feb. 18, 2015.  The event saw the attendance of Sachin Tendulkar, Shahid Kapoor, Sonakshi Sinha, Esha Gupta, Kangana Ranaut, Purab Kohli and many others.  The launch of the BMW i8 was promoted digitally as well.  YouTube Link- 
  32. 32. Below the line - 2014 7 Series Signature launch at India Bridal Fashion Week  The new BMW 7 Series Signature was launched at the BMW India Bridal Fashion Week 2014. The luxury carmaker was the title sponsor to the sixth edition of India Bridal Fashion Week 2014, a property of Fashion One International.  The fashion show, including the unveiling of the new BMW series was held at the DLF Emporio in Vasant Kunj, Delhi.  The new BMW 7 Series Signature was unveiled at an exclusive ‘BMW Fashion Show' presented by Suneet Varma, leading fashion designer with actor Kangana Ranaut as the show stopper.  Along with all the hallmark performance and luxury attributes, the new BMW 7 Series Signature (BMW 730Ld) offers a range of special features such as the Bang & Olufsen high-end Surround Sound system, Integral Active Steering, extended wood trim, exclusive Nappa leather upholstery, BMW Individual
  33. 33. Below the line - 2014 new BMW M4 Coupe & the all-new BMW M3 Press Launch  A racetrack is the perfect place for introduction of the beasts in whose blood racing runs deep. The press launch of the all-new BMW M4 Coupe & the all-new BMW M3 happened at Buddh f1 circuit.  The launch was combined with the BMW Expedition Tour experience for the large group of invited media from all over the country.  Sachin Tendulkar flagged off the all new BMW M3 and M4 coupe during this exclusive event.
  34. 34. Below the line - 2014 BMW’s partners receive monks’ blessings in Bhutan  BMW India took 30 of its partners on an exclusive and exotic driving experience in Bhutan last month. Bhutan's iconic locales were visited and savored through this drive experience by BMW's dealer principals.  Salt Experiential Marketing, which has worked with BMW in the past, facilitated the BMW Partner Drive Xperience 2014. The agency was in charge of the travel, hotel, logistics, setup, branding and even the drive navigation.  The partners took off on an exclusive chartered flight, The drive experience commenced right from the airport as the partners drove in their BMW X3s to the Taj Tashi in Thimpu. On their arrival they were treated to a royal Bhutanese welcome dinner.  On the next day, the partners took off to the Dochula Pass in their cars and visited a monastery where they received the blessings of a monk. The journey had a lunch stopover at the Buddha Top Hill where they saw an awe inspiring statue of the Buddha. A specially designed lunch venue with BMW branding hosted their lunch right on the highest point at the Buddha Hill. They returned to their hotel before taking off to the Folk Heritage
  35. 35. Below the line - 2014 Salt launches the BMW Training Centre and M6 Gran Coupe in Gurgaon  The BMW Group set up its very own Training Centre in Gurgaon, to impart training and upgrades to its associates and partners. A special launch event was held to unveil this new property to the media, along with the soft launch of the M6 Gran Coupe.  Salt won the mandate for the media event . The theme of the event proposed by the agency was Inspire: Excellence, Innovation and Leadership which reflects BMW's vision of imparting high quality training to their associates and retail partners.  While the training centre and M6 Gran Coupe were launched on both days, the 1st day was reserved exclusively for the media and company employees, and the 2nd day also included the Dealer Awards. A total of 600 people attended the event to witness this new company development, and were taken on guided tours of the centre on both days.  The main stage was designed to reflect the architecture of the BMW Welt building in Munich, Germany. Here, the M6 Gran Coupe was launched with an energetic performance by the Shaolin Monks from Malaysia. The award function that rewarded the efforts of its partners for contributing towards the success of the brand was also held here.
  36. 36. Below the line - 2014 Auto Expo 2014  Showtime handled the logistics end for BMW at their stall.  The sports car manufacturer preferred to execute its own designs for placement of BMW’s cars at the Auto Expo.  BMW launched the N-6 from its N-Series, BMW X-5, S-3 and S- 4 from its S series and it also launched the G-8 series on Feb. 5 with a video presentation on each car before its launch,  The VIP Evenings, they have scheduled music performances on both days as well as the release of the music track that BMW has made for the BMW I-8.”  YouTube- RMXBJZft7ZC_2M44LvQZckhVbUFtB
  37. 37. Below the line - Past The Standard Chartered Mumbai Marathon  BMW has associated with SCMM for the second year as the official car.  the auto company unveiled BMW X6 as the marathon's lead car, while BMW X1 and BMW 3 series were used as lead cars for the half marathon and the dream run, respectively.  For BMW, the marathon helps promote its EfficientDynamics which reduces fuel consumption, lowers emissions and increases driving pleasure.  BMW has been associated with various marathons across the world for the last 25 years including those in Berlin, Frankfurt and Singapore.
  38. 38. Below the line Product launch events;  Launched new BMW 3 Series sedan at NCPA, Mumbai. Unveiled by Sachin Tendulkar  Launched X3 SUV model in India with a launch event and test drive experience for customers, media and dealers in Delhi  Launched the 6 Series Gran Coupe - the first four-door coupe in BMW history at Grand Hyatt in Mumbai via ‘Visions of Beauty’, an exclusive collection designed by Bollywood best fashion designer Manish Malhotra  MINI India launched its new car, Countryman at Eros Corporate Tower, Delhi.
  39. 39. Below the line BMW India Mobile Showroom  The temporary mobile showroom has been set up in each of the following cities across seven states of India, Karnal, Agra, Dehradun, Jamshedpur, Patna, Bhopal, and Nashik and functioned for a span of a couple of weeks.  During this period, BMW buyers and enthusiasts experienced the brand, took test drive, interacted with experts, booked BMW cars, and also availed the offers from BMW Financial Services.  The weather proof, air conditioned structure displayed 4 cars and had a reception area along with a VIP lounge. The idea was to give customers a look and feel of a fully fledged BMW showroom, like the ones in the bigger cities.  Through this aggressive sales and marketing initiative, BMW India plans to reach out to potential buyers in the smaller cities of the country.
  40. 40. Below the line Ultimate3 campaign;  The campaign was pan-India with a focus on the top 10 major cities of the country. While the campaign started with online and activation, every medium has been optimized. TV, print and digital were the key mediums, along with OOH, mall activations, road shows and exclusive dealership preview events.  The launch phase witnessed the unveiling of the BMW 3 Series by the Indian cricket legend Sachin Tendulkar during a sophisticated launch event in Mumbai, exclusive events, closed rooms and open house events across the country.
  41. 41. BMW Golf Cup International, India  The annual event has amateur golfers from nine cities across India competing in the stableford format.  The city leg of the tournament was played in Chandigarh, Hyderabad, Chennai, Pune, Ahmedabad, Gurgaon, New Delhi, Mumbai and Bengaluru and winners of the city legs competed in the finals. Below the line
  42. 42. Auto Expo 2012, Delhi  BMW Group participated in Auto Expo 2012 with its two brands BMW and MINI exclusively at Hall number nine.  BMW MINI launched in India at Auto Expo 2012, displayed MINI, MINI Convertible and MINI Countryman exclusively at the MINI Pavilion.  BMW India also unveiled the BMW Vision ConnectedDrive concept study and launched the new BMW M5 and the exclusive limited-edition BMW Individual 7 Series Composition inspired by piano manufacturer Steinway and Sons.  The BMW pavilion also displayed 3 Series, 5 Series, new 6 Series, BMW X1, new BMW X3, BMW X5 and BMW X6. With its three brands, BMW, MINI and Rolls-Royce. Below the line
  43. 43. BMW Xperience  BMW Xperience, a one-of-a kind driving event, was organised in Delhi, NCR at a large scale inviting customers from all over the country.  The venue was constructed at a site that was excavated for the construction of a multistorey building. A parcour with ten obstacles was created by a team of international experts and driver trainers.  It provided the opportunity for BMW enthusiasts and the media to experience the BMW X range of cars firsthand. They did not have to go to the rough terrain of a desert or snowy mountains, but could still experience the same driving dynamism in the heart of a city.  This is probably the largest ever event BMW has done in India Below the line
  44. 44. NEW BMW 6 launch- Udaipur  The design of the new BMW 6 Series is inspired from flowing water. The event was organised in the Lake city of Udaipur at one of the most exquisite locations in India.  Conceptualized a fashion show with leading fashion designer Suneet Varma to showcase a line based on the flow of water.  A select set of guests were invited for this event, but a very strong word-of-mouth was generated through this experience. Below the line
  45. 45. Others  Formal Dining and Wine Tasting events at BMW Dealerships across the country  Art Exhibitions at the BMW Studio One  BMW Art Cars exhibition held at the Jahangir Art Gallery in Mumbai  Association with leading fashion designers and events such as the India Couture Week  Mumbai International Motorshow  Lifestyle events such as culinary workshops  Sponsorship for events like Kochi Muziris-Biennale, Art of motion, Bengaluru & Delhi marathon etc. Below the line
  46. 46. Brand, Tagline, Positioning, Communication Strategy, Target Group, Product Line & Price Point, Sales Performance, Competitor Analysis, Above the line & Below the line campaigns Mercedes Benz
  47. 47. Brand – Mercedes Benz  Mercedes-Benz is a division of the German manufacturer Daimler AG, the brand is used for luxury automobiles, buses, coaches, and trucks and headquartered in Stuttgart, Baden-Württemberg, Germany.  Mercedes-Benz traces its origins to Karl Benz's creation of the first petrol-powered car, the Benz Patent Motorwagen, patented in January 1886, The Mercedes automobile was first marketed in 1901 by Daimler-Motoren-Gesellschaft.  The first Mercedes-Benz brand name vehicles were produced in 1926, following the merger of Karl Benz's and Gottlieb Daimler's companies into the Daimler-Benz company.  The Mercedes-Benz Cars division includes Mercedes-Benz and Smart car, ultra-luxury brand Maybach was under Mercedes-Benz cars division until 2013, when the production stopped due to poor sales volumes and Mercedes-AMG became a majority owned division of Mercedes- Benz in 1998.  The company has been the pioneer of the luxury car segment in India with its inception way back in 1995.  Daimler has a commercial vehicle plant in Chennai, The passenger cars manufacturing plant is located in Pune, same as the headquarters and established its largest research & development center outside Germany in Bangalore.
  48. 48. Brand - Positioning  Initially it was positioned as a symbol of power. The ultimate car for those who have arrived and is almost always chauffeur driven. Traditionally, the brand value has been about reliability and class.  Mercedes has now reoriented its India strategy to target the youth. So the reinvention of the brand is aimed at tapping women, self-drivers and young professionals who are entering the automotive market.  The brand has been seen as a largely male brand but now the emphasis on style, design and sportiness. For example, the luxury brand is now increasingly emphasizing on performance and sportiness of its brand in India.  It is now closely associated with F1 in India. Further, the company has brought in performance cars from its AMG stable to appeal to young Indian buyers.  The game plan for the three-pointed star logo revolves around a four-pronged strategy of upgrading products, aggressive brand engagement, along with quality and ownership experience.  Mercedes-Benz, which upped its ante in the upper end of the premium market with the launch of the cheaper B Class, wants to build an experience around the brand which is younger and more stylish.  The brand symbolizes social status with the tagline “The best or nothing”
  49. 49. Product line & Price point Sr. No. Product Variants Price (Ex showroom) 1 A Class A180 CDI style, A180 sport, Edition 1, A 200 CDI 25.61 lacks to 28.45 lacks 2 B Class B 200 CDI, B180 sports 29.45 lacks to 30.45 lacks 3 CLS Class 250 CDI , CLS 350 76.50 lacks & 95.15 lacks 4 E Class E200, E250 CDI Avantgarde, 350 CDI AG, 400 Cabriolet, 63 AMG 47.40 lacks to 1.29 crores 5 G Class G63 AMG 1.85 crore 6 GL Class 350 CDI, GL 63 AMG 77.50 lacks to 1.74 crores 7 M Class ML250 CDI, ML350 CDI, 63 AMG, M Guard 56.60 Lacks & 2.49 crores 8 C Class 200 Avantgrade, C 220 CDI Style, C220 CDI Sports 39.90 Lacks to 42.90 lacks 9 S Class S350 CDI, S500 1.14 crores to 1.44 crores 10 SLK Class SLK350 BlueEfficiency, SLK 55 AMG 75.08 Lacks to 1.26 crores 11 CLA Class 200 CDI Style, 200 Petrol Sport, 200 CDI Sport, 45 AMG 31.50 lacks to 69.50 lacks 12 GLA Class 200 CDI Style, 200 Sport, 200 CDI Sport, 45 AMG 4Matic 32.75 lacks to 71.90 lacks
  50. 50. Sales performance 2492 3625 3250 5820 7430 7138 9,003 10201 2007 2008 2009 2010 2011 2012 2013 2014
  51. 51. Above the line
  52. 52. Above the line
  53. 53. Above the line
  54. 54. Above the line
  55. 55. Above the line
  56. 56. Below the line MB Product launch events  E 63 AMG was launched at the Buddh International Circuit in Greater Noida this month  B class launched in Mumbai earlier this year  A class launched in Mumbai few months back  The new GL-Class the luxury large SUV launched in India by the legendary tennis star Boris Becker along with Eberhard Kern, Managing Director and CEO, Mercedes-Benz India, at the brand new Mercedes-Benz Flagship Store (T&T) in New Delhi.  New CLS, SLK, M class, New C & E classes launched in past with a big bang.
  57. 57. Below the line The Mercedes Trophy  The most awaited showpiece event of the year, for amateur golfers, The Mercedes Trophy is played by over 58,000 avid golfers in over 43 countries and 600 qualifier tournaments, now in its 13th Edition in India, the Mercedes Trophy defines sports, exclusivity, entertainment and glamour, with a class that epitomizes Mercedes-Benz.  Qualifying rounds takes place in – Pune, Ahmedabad, Hyderabad, Jaipur, Mumbai, Delhi & Bangalore. Regional final rounds in Kolkata, Mumbai, Delhi, Bengaluru & Chandigarh and National final in Pune. The three winners at the national final will participate in the Mercedes Trophy World Finals – at
  58. 58. Below the line Indian Grand Prix 2012  Mercedes-Benz was the Official Partner of Amber Lounge, Delhi 2012 during the F1 weekend. The exclusive F1 after-party saw the multi-talented rapper & member of 'Black Eyed Peas' - Taboo enthrall the audience. The party has been attended by Bollywood stars and other celebrities!  Mercedes-Benz and STYLO presented a night of bold fashion statements during the F1 2012 at Delhi. The theme this year ‘Fashion Fantasies: Recycling is the new Black’ saw innovation as the underlying concept!
  59. 59. Below the line Auto Expo 2012  Mercedes-Benz stole the thunder at the 2012 Auto Expo, showcasing awesome products in a very exciting theme.  The GL-Class was parked on challenging off-road situations while the company bought the all new M- Class & SLS AMG Roadster, unveiling it for the first time in the country. The S-Class Pullman was also on display outside, giving visitors a glimpse of the huge length of this limousine.  Inside the Mercedes-Benz stall, there was the highly anticipated A-Class Concept and the F-Cell. A racing game was available to play on a half Formula 1 car.
  60. 60. Below the line Mercedes-Benz Ultimate Touring Trail  Mercedes-Benz has launched an adventure programme- Ultimate Touring Trail that will engage adventure enthusiasts among owners of the recently launched B- Class sports tourer to join like-minded celebrities in adventure sports like skydiving, canoeing & deep sea exploration.  Genelia D'Souza, Ritesh Deshmukh, Kalki Koechlin and sports anchor Gaurav Kapoor were the glamour quotient to the Ultimate Touring Trail last year, this year Abhay deol is joining customers in drives to exotic locations like Gulmarg, Udaipur, Kovlam etc.  Tied up with several operators to provide customized adventure packages aimed at engaging the target
  61. 61. Below the line Mercedes-Benz Magazine launch  Shobhaa De, Malaika Arora Khan and Chetan Bhagat launched of the 2nd anniversary issue of Mercedes- Benz Magazine in Mumbai last year.  In 2010, Mercedes-Benz has inked a partnership with MaXposure Media Group to launch the Mercedes Magazine for the first time in India. The magazine was launched by Vidya Balan.  Mercedes Magazine includes topics on aspects like high end products and services, fashion, ho brand.
  62. 62. Below the line Mercedes @ fashion  Mercedes Benz Bring World Catwalk To India With Star- Studded Gala Evening at Taj Lands End Hotel in Mumbai. The show at Taj Lands End comprised of prominent London-based international designers namely PPQ, Mark Fast, Issa, Felder and Todd Lynn. In addition the highly acclaimed Indian design duo, Rohit Gandhi and Rahul Khanna exhibited their latest collection.  MB unveiled the distinctive ‘Inspired by Mercedes' collection by designer Manish Arora at their Mercedes- Benz showroom in BKC, Mumbai.  ‘Mercedes-Benz Best Dressed Show' was organised by
  63. 63. Below the line Others  AMG performance academy launch at Buddh International circuit last year  Mercedes-Benz Performance Drive launch in Pune  Mercedes-Benz three days conference for dealers and key executives in Goa  Collaboration with Vodafone for McLaren Mercedes car Speedfest at BKC, Mumbai  Collaboration with Bajaj Allianz for “Drive Safely” activation campaign  mb. Inspired, an initiative which synergizes the Mercedes-Benz ethos across various creative, sporting,
  64. 64. Brand, Tagline, Positioning, Communication Strategy, Target Group, Product Line & Price Point, Sales Performance, Competitor Analysis, Above the line & Below the line campaigns Audi
  65. 65. Brand - Audi  The original Audi was founded in 1909 by August Horch in Zwickau, Germany  Audi’s recognizable logo features four interconnected silver rings, and those four rings symbolize the1932 merger of four independent vehicle manufacturers: Audi, DKW, Horch, and Wanderer.  The first Audi automobile was the Type A, which was first put into production in 1910.  Audi is represented in 110 countries worldwide and since 2004, Audi has been selling its products on the Indian market.  In March 2007, Audi set up its own sales company for India. By establishing Audi India as a Division of Volkswagen Group Sales India Pvt. Ltd. in Mumbai  At present, Audi is assembling the Audi A6 and the Audi A4 for the Indian market in Aurangabad.  Audi’s marketing strategy is aimed at creating a ‘pull’ towards the brand and creating a memorable experience.
  66. 66. Brand - Positioning  Brand Positioning – It’s the same globally  Audi has not changed its international brand positioning in India and has continued with its tagline – ‘Advancement Through Technology’ – for India too.  Audi believes as Audi is an international brand so the brand positioning should be same all over the world.  Audi has always been innovative, modern and sporty. The single difference is the need and customer priority in India. In India, they are targeting elite people who have potential to buy such a luxury brand like Audi.  Chauffeur driven customers sitting on the rear seat, are the main TG.”  Even the advertisements are not different for India, though they have been made adaptable to the Indian media demands
  67. 67. Product line & Price point Sr. No. Product Variants Price (Ex showroom) 1 A4 7 Versions 31.65 lacks to 40.79 lacks 2 A6 35 TFSI Prem, 35 TDI Prem, 35TDI Tech, S6 4.0 TFSI 45.28 lacks to 95.25 lacks 3 RS7 Sportback 4.0 TFSI quattro 1.36 crores 4 A8L L50TDI, L60TDI , L60TFSI, LW12 1.17 crores to 1.84 crores 5 Q3 30TDI S, 35TDI Prem, 35TDI PSuRf, 35TDi PremPlus, 35TDI PP Sunroof 28.52 lacks to 38.95 lacks 6 Q5 30TDI Prem, 30TDI PP, 30TDI TECH, 45TDI Tech 49.85 lacks to 62.93 lacks 7 Q7 8 versions 61.88 lacks to 87.69 lacks 8 RS5 4.2 coupe 1.09 crores 9 TT 45 TFSI 60.34 lacks 10 R8 4.2 V8 Coupe, 5.2 V10 Coupe, V10 Spyder, V10 plus 1.71 crores to 2.32 crores 11 A3 9 versions 24.56 lacks to 34.06 lacks 12 A3 Cabriolet 40 TFSI 44.75 lacks
  68. 68. Sales performance 349 1050 1658 3003 5511 9003 10002 10851 2007 2008 2009 2010 2011 2012 2013 2014
  69. 69. Above the line
  70. 70. Above the line
  71. 71. Above the line
  72. 72. Above the line
  73. 73. Above the line
  74. 74. Above the line
  75. 75. Above the line
  76. 76. Below the line Audi Product launch events;  Q7 launch at Chandigarh, Hyderabad, Gurgaon, Chennai, Bengaluru, Ahmedabad, Kochi, Pune, Delhi, Mumbai, Ludhiana & press round table at Delhi & Mumbai  Q5 launch and press conference  R8 launch & press conference, R8 convoy, R8 driving experience, R8 V10 plus  A4 launch & press conference  TT launch, RS 5 launch & A7 sportsback launch
  77. 77. Below the line The Audi Quattro Cup Golf Tournament;  The Audi Quattro Cup Golf Tournament Series was established in 1991. 51 tournaments with over 6.000 participating amateur golfers were held and organized by Audi dealers.  Dealers (cities) participated in 2013; Hyderabad, Kolkata, Bengaluru, Chennai, Pune, Ahmedabad, Jaipur, Mumbai (south & west), Gurgaon, Chandigarh & Delhi (south & west)  Agency- Brandon de Souza Management Services (BDMS) is a brand of Melange Management Solutions Pvt. Ltd.(MMSPL)
  78. 78. Below the line Audi at motorshows;  Parx Supercar Rally, Mumbai  Mumbai International Motorshow  Auto Expo, Delhi  Vintage Car shows in all key metros  Vintage Exhibition organized by VCCCI (The Vintage & Classic Car Club of India)
  79. 79. Below the line Audi in fashion;  Wills India Fashion week  Audi Vogue Fashion guide launch  Audi Vogue India photo exhibition  Gitanjali Luxury Style fest  Vogue India Launch
  80. 80. Below the line Audi Art Experience;  Mehli Mehta Music Foundation show  Zubin Mehta Concert  IIFA  Symphony Orchestra
  81. 81. Below the line Audi Corporate Event;  Davos  Mint Luxury Conference  World Economic Forum India Summit  NDTV Profit Awards  Annual CFO Roundtable  Christmas Fest and Racing Carnival
  82. 82. BMW vs. AUDI vs. MERCEDES
  83. 83. BMW vs. Audi vs. Mercedes Facts (Global Market) BMW Audi Mercedes Revenue € 80.4 billion € 53.7 billion € 73.5 billion Profit € 8.7 billion € 5.1 billion € 5.8 billion Unit Sales 2.11 million 1.74 million 1.72 million Position in China 2 1 3 Position in US 1 (17.6 %) 4 (9.4 %) 2 (17.1 %) Position in India 3 1 2 Workforce 116,324 77,247 129,106 Brand Priorities 1) Driving Performance 2) Luxury 3) Real world Usability 1) Real world Usability 2) Luxury 3) Driving Performance 1) Luxury 2) Driving Performance 3) Real world Usability Key Markets USA, China, Germany & UK United States, Germany, China & Russia USA, Germany, China, Japan Source- Annual Reports 2014
  84. 84. BMW vs. Audi vs. Mercedes Facts (India Market) BMW Audi Mercedes Unit sales NA 10,851 10,201 No. of models/variants 12/30 12/49 12/35 Cheapest Model Series 1 A3 A Class Most Expensive Model i8 R8 M Guard/G63 AMG Reach 42 dealers in 31 cities 36 dealers in 33 cities 52 dealers in 38 cities Tagline Joy forever 'Vorsprung durch Technik‘ (Lead by Technology) The best or nothing Positioning The luxury car brand targets younger customers. Often self- driven, it lays thrust on speed and emphasises on driving as pleasure. Its advertising campaigns often show the car being driven around. The car emphasises design and style rather than speed (BMW's thrust). Positioned as a well-engineered stylish car A symbol of power. The ultimate car for those who have arrived and is almost always chauffeur driven.
  85. 85. BMW vs. Audi vs. Mercedes Facts (India Market) BMW Audi Mercedes Brand Recognition Brand recognized as Elegance, Rich, Dynamic Cool, Nice, Classy individual models are top of the list of the Brands Strong brand value, more towards high end luxury segment (trying to change this), heritage Brand Attributes Style, Quality, Comfort, Safety, Flaunt, Sportiness Elegance, Performance, Progressive, Sophisticated Exclusivity, Authenticity, Well engineered, Prestige, Durable Strategic Focus Broad Luxury Segment Performance & Aspirations Current ultra luxury, shifting to Broad luxury Competitive Stance Range of product mix, broad differentiation Had Low product mix, improved after adding SUV & new models Differentiation, premium price Promotion/Public Relations All age group, the hire campaign still popular among new age foreign traveled Indian Classical above-the-line print marketing with peer-to-peer event marketing Perfection, Fascination through print Manufacturing Capabilities Assembly Plant in Chennai CKD in India Efficient & Integrated Tailored products for Indian Less number of variants & State of the art image, appeal
  86. 86. BMW vs. Audi vs. Mercedes
  87. 87. Marketing Spend Rs. 55+ Crore Rs. 50+ Crore Rs. 60+ Crore Rs. 200 Crore- total Luxury cars marketing spend Total Industry BTL spends are estimated to be Rs. 175-200 crore, the marketing spend ratio between ATL and BTL about is 50:50- Pitch
  88. 88. Brand loyalist
  89. 89. Indian Consumers
  90. 90. Consumer Segments The Material Man The Queen Bee The App Generation The Silver Set The Luxe Set Definitive Image Man in a male beauty salon Groups of young (and not so young) women enjoying themselves at a mall Four friends at a café table, each one busy with his/her smartphone A 60-year old in jeans, sneakers and a t-shirt at a joggers park Designer labels dripping from well- coiffed top-knot to well- manicured toenails Definitive characteristic Men as eternal, androgynous adolescents and proud of it Women have come out of the shadow (of men), and they don’t feel incomplete without a man Attention deficiency, impatience and a mobile phone/mp3 player at the ear Do not go gentle into that good night. Rage, rage against the dying of the light The desire to own ‘limited editions’ of anything Outlook for marketers The trends create even more opportunity for new products/services Her highness demands that you treat her as the boss! The key challenge is how to gain loyal users among this segment and to cater profitably to their desire for engagement If only marketers would get over their fascination with twenty somethings, they would see the fortune at the top of the age pyramid The trend is clear but it is probably going to take a bit longer before luxury brand can laugh all the way to the bank How automobile industry adapting these trends Most of the advertising addressing the boy side of men-Anil Kapoor in Control about $150 billion of spend in India- Mahindra Xylo ‘Happy Legs” & new Honda ‘Move on” is the mantra for this generation and all brands are betting big on this- Tata Nano This empty nest group actually has great spending power & India will have 143 million Slide 76 & 77.
  91. 91. The Luxe Set an ultra high net worth household (ultra HNH) can be defined as one having a minimum average net worth of 250 million essentially accumulated over the past 10 years and a minimum income of ` 35 to 40 million annually, it represents 0.03 percent of total households in India.
  92. 92. The Luxe Set • 4 metros account for more than half of the luxe set • Other top 6 cities include Bengaluru, Ahmedabad, Pune, Nagpur, Hyderabad, Ludhiana • Other top 50 cities include Chandigarh, Jaipur, Amritsar, Coimbatore, Madurai, Surat, Nashik,
  93. 93. The Luxe Set
  95. 95. Changing consumer….  About five years ago, a long stylish sedan which signified power, royalty and class was restricted to only a few of those belonging to a royal family or business moguls.  But the tides have turned. Today, a local farmer from Kolhapur is purchasing a Mercedes, a beedi factory owner from Raipur is buying a BMW, young IT professional from Pune owns an Audi, young industrialist from Delhi is driving a Ferrari – we can see the variance in the customer profile and also their inclination towards luxury cars.  Be it the real-estate boom or the growing number of entrepreneurs, purchase of luxury cars remains the symbol of power, recognition, prestige and status and that is driving the numbers in the luxury car space in India.  Top 3 luxury brands target client group in India included young up-and-coming entrepreneurs and corporate executives.  As the Indian economy develops, there are more people who move into the higher middle class bracket. They open up a new customer base altogether: there are young professionals; there is a second and third generation of customers coming in; we also see more female customers coming in.  Mercedes-Benz, Audi and BMW also aim to win buyers outside the ultra-rich classes with locally made hatchbacks and smaller cars.  “The age of the demographic purchasing luxury cars in emerging markets like India can be seen to be
  96. 96. so marketing….. The conventional above-the line, below-the-line combine might not be necessarily enough for the luxury segment and new age consumers. Require significant amount of classical above-the-line brand building with significant amount of events for people to touch and feel the brand which can also help in breaking into peer groups. Then the digital space is also extremely important now. New dimensions include social media. Then there's peer-to-peer marketing. And all of this needs to be supported with a public relations strategy. Current marketing spend, 60% is print, 15% would be traditional online spend, 15% social media and alternative digital, and 10% would be television and above the line to below the line spend ratio is equal for most of the brand in luxury segment. You might follow the brand for a certain period of time but you will start believing in it when consistently over many touch points you feel that the brand is on the right track. You need to put all the pieces of the puzzle together to create an image for the brand. A modern brand needs 15- 20 different touch points.
  97. 97. Women centric IPs  India's women consumers are now showing increasing interest in luxury cars. As more and more companies target this segment with products and services customized to cater to women car buyers, their numbers are beginning to make business sense. "  Take Mercedes Benz whose stable of sedans and SUVs earlier attracted a small number of women buyers. According to a company survey in 2012, just 10% of all Merc buyers were women. But that trend is beginning to change thanks to the new A/B Class launch.  These models are attracting a completely new class of customers that is typically between 25-35 years old and the share of women buyers is much higher than other models.  Almost all key luxury brands expect the number of lady drivers of luxury cars to catch up A good number of luxury SUVs are being purchased by women in India and hence this is one of the special target segments for the brands.  Audi India initiated "The Audi Women's Power Drive", an exclusive initiatives which brought together successful women from all walks of life to drive the Audi Q3, Audi Q5 and Audi Q7across intense, challenging terrains last year.
  98. 98. Thank You  For more information please contact; Research & Business Intelligence cell Fountainhead Entertainment Pvt. Ltd. Email- Cell- +91 9920404689