2. CASE STUDY SOLUTION
For Rebranding
BY :
ITI JAIN
KAMYA CHAURASIA
VIDHI BANSAL
( VISHWA BHARATI PUBLIC SCHOOL, NOIDA)
BIZGEIST 2020
3. INTRODUCTION OF
RIZUMU
Launched by Akemi Motors, a Japanese multinational
conglomerate automobile company
Launched in 2017
Full size sedan in India
Price Range : 35 Lakhs – 50 Lakhs
4. EXTERIOR INTERIOR ENTERTAINMENT SAFETY
• Body Style: SUV
● Tires - Front All-
Season
● Tires - Rear All-
Season
● Aluminium Wheels
● Passenger Capacity: 5
● Convenience & Comfort
● Back-Up Camera
• Auto-Off Headlights
● Rear Parking Aid
● Remote Engine Start
● Navigator
• Keyless Entry
● Power Door Locks
● Power Mirrors
● Adjustable steering
wheel
● Power Steering
● Smart Device
Integration
● Apple Car Play
● Android Auto
● Navigation &
Communication
● Wireless Cell Phone
Hook-up
• Pass-Through Rear
Seat
● 2nd Row Bench Seat
● Bucket Seats
● Airbags
● Electronic Stability
Control
● Child Safety Locks
● Integrated Turn Signal
Mirrors
Blind Spot Monitor
● Lane Departure
Warning
● Lane Keeping Assist
● Cross-Traffic Alert
FEATURES OF RIZUMU
5. PROBLEMS FACED BY
RIZUMU
Decreased Sales in Last 3 years
Only 500 cars were sold in India
No possibility of cost reduction
Automobile crisis in 2018
Labour crisis in 2019
Covid – 19 pandemic in 2020
Failure of expensive marketing strategies
High Prices, not in accordance with Indian budgets
6. SOLUTION : RELAUNCHING
1. BUSINESS MODEL
JOINT VENTURE
SETTING UP OF NEW PLANT IN INDIA
OUTSOURCING
To relaunch Rizumu in the Indian market, Akemi Motors
will introduce Tokushu (meaning special)
CAPITAL REQUIRED : ₹10,000 crores
Akemi Motors will sign a JOINT VENTURE contract with an Indian company
8. SOLUTION : RELAUNCHING
2. 5 P’s OF MARKETING MIX
PRODUCT
• Latest technology
• Premium Quality
• Customisations
available to satisfy
customer needs
PRICE
• Price drop to the
range of 20-30 lakhs
9. SOLUTION : RELAUNCHING
2. 5 P’s OF MARKETING MIX
PLACE
• Indian markets
• International markets
PROMOTION
• Online marketing like
influencer marketing,
bruchure
• Discounts
• Free Accessories
• PEOPLE
• Upper class
• Upper middle class
10. SOLUTION : RELAUNCHING
3. SWOT ANALYSIS
STRENGHTHS
Better technology
& innovation
Affordable Prices
WEAKNESSES
Limited Target
Market
OPPORTUNITIES
Customisation
according to
customer needs
Increased demand
post lockdown
because of changed
preferences
THREATS
Tough
Competition from
Indian automakers
11. CONCLUSION
• Tokushu ( formerly Rizumu ) will be relaunched in Indian market by signing a
Joint Venture Contract with an Indian company
• Manufacturing will be done in Japan, whereas assembling of car parts will now be
done in India, instead of China
• After Covid 19 pandemic, India has increased import tariffs on Chinese products
to restrict trade with them. Hence, this huge cost will be eliminated now
• Tokushu will be incurring only one time transportation cost, i.e., when car parts
will be exported from Japan to India, compared to twice earlier
• All these factors will help Tokushu to reduce its cost of production and hence
lower the price range
• Also, Tokushu will experience a huge market demand post lockdown in India
because of the changed preferences of the people
Putting together all the factors, Tokushu is ready to enter in
the market again with latest technology, affordable prices,
exclusive promotional strategies and better customer
satisfaction.
