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Jaguar India Launch Plan

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A Brief Marketing Plan:
By vaibhav, prathamesh & kishor

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Jaguar India Launch Plan

  1. 1. Marketing Plan - JAGUAR XF 2009 - more than perfection...
  2. 2. Marketing Plan Jaguar XF 2009 India Launch
  3. 3. The Plan Launch of Jaguar XF series in India by Tata Motors ● Target Market: High Net Worth individuals in India ● Market Segment : Luxury Car Market (> Rs. 25 lakhs) ● Reasons to Target : High disposable Incomes, Favorable ● Loan Schemes, Reduction of import tariffs/barriers
  4. 4. Market Analysis Existing Competitors: Mercedes Benz, Audi & BMW ● Sales in 2007 – 4950 units ● Sales in 2008 – 7700 units – Growth - 56% y-o-y ● Sales in 2009-10 – 10000 units (projected by ICICI Bank) ● Expected Growth Rate > 25% ●
  5. 5. SWOT Analysis STRENGTHS: OPPORTUNITIES: ●Exchange Expertise ●Wean away – novelty factor ●Intensive Management ●Superior Technology across stable- development Program Synergy ●Successful Alliances with Fiat, ●CSR initiatives – Golden Peacock Daewoo award in 2007 ●Strong Brand Name ●Penetration using Web 2.0 WEAKNESS: THREATS: ●Financial Instability ●Audi has same goals ●Exchange Rate Risks ●Local tie ups amongst existing ●No foothold in luxury car space players ●The word ‘tat’ ●Rising global prices ●People’s Perception ●Congestion charges
  6. 6. Environment Analysis Demographics More than 1 lakh HNI Indians in 2007 ● Growth rate of 20%+ in HNIs in India ● Target Audience : Male/Female between 30 and 50 ● years of age Married, Affluent, Well informed and educated adults ● Might own another luxury car already ● Trend for newer brands & higher environment ● friendliness
  7. 7. Environment Analysis Socio Cultural – High novelty/uniqueness factor – Feel good syndrome Political/Legal – Low import duty on CKD/SKD assembly – Support for globalization Economic/Geographic – Highly trained, low cost work force – Ideal geographic locations for low cost
  8. 8. Environment Analysis Technology – Users can study all intricacies online – Concentration on cleaner/greener technology Competitors – BMW/Mercedes/Audi control 85% market share – Well established dealerships, service points & buying experience – Special Financing options and high investments in plant and machinery
  9. 9. Market Identification & Strategy
  10. 10. Consumer Motivation Desire to have high level of luxury with performance ● Unique driving experience ● Lifestyle perspective - Status Symbol ● Craze to be Fast and Powerful ● Brand conscious ● To make a style statement ●
  11. 11. MarketSize Target market: Age Group 30 – late 40 yrs ● Why INDIA? ● Growth Of Millionaires
  12. 12. Target Market Indian metro cities like Delhi, Mumbai and Bangalore ● where the rich are located. Plus cities like Nagpur having high millionaires base with ● 770% growth rate in 6 years.
  13. 13. Marketing Strategy Overall Marketing Strategy - Pull Strategy ● To attract the customers to our retail showrooms through heavy promotions and advertisements. Market Demand ● Capturing the share of existing market (Secondary demand) Communication theme ● Through traditional & non traditional media Competitive Positioning ● Addressing a new segment in India – Sports Sedan
  14. 14. Competitor analysis & edge 2009-Mercedes- 2009 Audi A6 2009 BMW 5 Feature 2009-Jaguar XF Benz E-Class Series Base Engine type V8 V8 V8 V8 Compressor Supercharger Not Available Not Available Not Available Horsepower/ 420 hp @ 6250 382 hp @ 6000 350 hp @ 6800 360 hp @ 6300 0-60 km rpm/5.1 sec rpm/5.4 sec rpm/5.8 sec rpm/5.4 sec Base Engine Dis- 4.2 liters 5.5 liters 4.2 liters 4.8 liters placement Wheels alloy alloy alloy alloy 20 x 9.5 in. 18 x 9.0 in. 18 in. 17 x 8.0 in. Upholstery Type premium leather leather Leather premium leath- er Exterior Color 14 Available 12 Available 11 Available 13 Available Chips Premium Dash leather, wood and wood alloy and wood Wood Trim simulated alloy Sound System 7.1/14 speakers 5.1/12 speakers 5.1/9 speakers 5.1/10 speakers
  15. 15. Marketing Mix
  16. 16. Elements of Marketing Mix Product - Jaguar XF 2009 ● USP - Fusion of sports car and luxury sedan. ●
  17. 17. Elements of Marketing Mix Unique Features Jaguar Drive Control ● Electronic Parking Brake (EPB) ● Computer Active Technology Suspension ● (CATS) Key less Entry system ● Start Stop Button ● Jaguar Voice : voice-activated controls ●
  18. 18. Elements of Marketing Mix Special Offerings for Indian Buyer Mood Lighting ● Advanced GPS ● Auto DJ Hi-Fi Sound System ● Intelligent Headlamps ● Bullet Proof Body (Optional) ●
  19. 19. Elements of Marketing Mix Place - Experiential Marketing ● Showroom – A new world! ● Exclusive Merchandise ● Runnings on Jaguar's royal culture ● Special test drive zone ● Interiors for a car enthusiast ● Complete Customization tool ● kit display
  20. 20. Elements of Marketing Mix Price – Premium Pricing ● - High value product - A competitive advantage - Unique in its class - To achieve good margins - Within the reach of targeted customer base Model Jaguar XF Mercedes – E Audi A6 BMW 5 series class Price (approx) 52 lakhs 49 lakhs 47 lakhs 48 lakhs
  21. 21. Elements of Marketing Mix Promotion – Pre-Launch Start of Jaguar India Website (with test simulation) ● Events on business and sports channels ● Jaguar awareness programs ● Mobile Marketing – mobile brochures, etc ● A large-scale public relation event “unveiling” the ● car outside Taj Hotel, Mumbai
  22. 22. Elements of Marketing Mix Promotion - Post Launch Celebrity Advertisements (TV) ● Akshay & Jaguar XF - International - Versatile - Wealthy - Handsome - Sporty Print Media ● - Business newspaper & Auto Magazines
  23. 23. Thank You !

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