The document provides an overview of the Jeep Compass mid-sized SUV and its marketing strategy in India. It details the market size and growth, target audience, current and alternative brand positioning, print ads, media mix including newspaper, magazines, TV and outdoor advertising, an off-roading event promotion, and a free extended service scheme sales promotion. It also proposes a CRM program with loyalty points that can be redeemed for merchandise.

1. Jeep Compass
Submitted By : Milind hali
19141
MA

2. Market overview
• Market size : 67865 crore rupees
• Market growth : 11 % YoY
• Segment : Mid SUV segment
• Trends : The segment is increasing more than the other segments
• News : Jeep compass is soon launching a BS VI version

3. • Major Segments : SUV
1. Compact SUV
2. Mid SUV
3. Premium SUV
Major player : Growth
1. Kia seltos :
2. Hyundai creta : -40%
3. MG hector :
4. Renault Duster : -12%

4. Target audience
• Gender : Male and Female
• Age : 28 and above
• Education: Post Graduate and Graduate
• Occupation: Businessman, Senior level executives, Entrepreneurs
• MHI – 5 lakhs and above
• Sec Class : A1

5. • Product category : Mid SUV size with engine capacity under 2000cc
• Brand history : It was launched in April 2017
• Brand campaign :

6. Current brand positioning
• The car for all kind of roads .

7. Alternate brand positioning
• The car that gets you to amazing destinations.

8. Print ad -1
FOR THE FEW,
WHO KNOWS THE DIFFERENCE.
INTRODUCING JEEP COMPASS
A CLASS OF ITS OWN
Contact details :

9. Print ad -2
GO BEYOND SOMETHING
ORDINARY
BORN TO PERFORM
Contact details :
PRESENTING YOU THE ALL
NEW JEEP COMPASS
• 8 way adjustable driver
seat
• All wheel drive system for
different terrains

10. Print ad -2
BRING OUT THE ADVENTURER
SPIRIT IN YOU
BORN TO PERFORM
Contact details :
PRESENTING YOU THE MOST
AWARDED CAR OF THE YEAR
2019 IN ITS SEGMENT

11. Media Mix
• Will be above the line method for our media mix strategy
• newspaper – hindustan times, times of india.
• magazines – india today, outlook daily.
• Tv- ndtv cars, on set max (during ipl).
• Out of home Hoarding (DND highway)
• Huda City centre metro station

12. Event :Off roading with a compass
• Theme : Offroading
• Event would be about an off roading circuit which will test the 4x4 strenghth of the car.
• Time will be noted
• The fastest one would be given a gift hamper and a cash prize of Rs. 5000
• Location : ATV circuit ,sector 135 , Noida
• Advertisement : Radio , magazines like India today, online websites like Bookmyshow and jeep compass own
webpage
• Tickets would be sold on Book my show and Jeep official website
• Date and Time : 19th April 2020 from 10:00 am to 16:00 pm
• Maximum entries allowed : 50

13. Sales promotion : Scheme
• Theme : Free service package
• Buy a jeep compass and get extra 1 year service free besides the 3 year guaranteed service
• Time period : 1st April 2020- 20 april 2020
• Location : All over India

14. CRM : Personalised content with loyalty points
• We will bring changes to the cars according to the customers based on their loyalty points
• Every 5000 rs will get the customer 100 points
• Every 500 points can be claimed as a merchandised like seat covers, car perfumes