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Brand extension fern pgp30019

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Brand extension fern pgp30019

  1. 1. Fern Sharma PGP30019 Section A Submitted to: Dr. Sameer Mathur BRAND EXTENSION ANALYSIS VOLVO EICHER PRO
  2. 2. VOLVO EICHER–PRO SERIES
  3. 3. REASONS FOR BRAND EXTENSION  PRO is Eicher’spremium HD Truck range  After excelling in LMD, they wanted to establish itself in Heavy DutyTrucks  With new BS4 regulations about to come in 2-3 years, Eicherwanted to pioneer in premium trucks  Volvo’s JV with Eicherenabled it to go ahead with world class features
  4. 4. THE BRAND –VOLVO EICHER  Products –Commercial vehicles  Founded: 1948  CEO: Siddhartha Lal  Turnover: 86 billion $
  5. 5. BRAND EXTENSION –PRO SERIES
  6. 6. GROWTH OF COMMERCIAL VEHICLES  Steady growth in commercial vehicles over past few years  ample opportunities for Players in market
  7. 7. SHARE OF THE PIE -VECV
  8. 8. BRAND AND CATEGORY BREAKDOWN VECV LMD HD PRO Tractor Trailer Haulage Tipper • VECV sells Light and Medium commercial vehicles • PRO series has Tractor Trailer, Haulage and Tipper
  9. 9. CATEGORY GROWTH
  10. 10. MANUFACTURER GROWTH
  11. 11. 4 P’S OF MARKETING • Haulage • Tipper • Tractor Trailer Dealership Outlets Sales Rep • Premium priced • Most expensive amongst premium Heavy Duty Trucks • 50K> BharatBenz • Diamond Club – premium customers • Tablets • SMS, Whatsapp campaign • TV Ads PRODUCT PLACE PRICE PROMOTIONS
  12. 12. MARKET SEGMENTATION • Geographic Segmentation: – Tier I and Tier II cities • Psychological Segmentation: – Focuses on functional attributes – Comfort & Safety highlighted – Social status
  13. 13. TARGET – FLEET USERS • Automotive manufacturers – 2W/4W • Mining • FMCG company owners • Rich Segment
  14. 14. POSITIONING • Volvo Eicher is about achieving social status via owning premium trucks that last longer • Comfort – AC cabins • Safety – Anti theft
  15. 15. REFERENCES • http://indianautosblog.com/2014/12/volvo-eicher-to-launch-new-trucks- in-2015-163055 • http://indianautosblog.com/2015/01/eicher-pro-8000-series-launch- india-this-year-165323 • http://www.vecv.in/uploads/1429790153_Pro6KLaunchWest.pdf • http://economictimes.indiatimes.com/industry/auto/news/industry/volv o-eicher-eyes-15-share-in-indian-heavy-duty-trucks- market/articleshow/45951868.cms

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