Maruti True Value is the largest certified used car dealer in India. The document discusses promoting Maruti True Value to increase its market share in the used car market. It outlines developing a promotional strategy to inform customers about Maruti True Value's services like certified pre-owned cars, warranty, and free services in order to differentiate it from local used car shops that lack transparency.

1. “Advertising Maruti True Value”
Presented By-Mansi Rastogi
Rakshik Sharma NIS Academy
Meerut-2009

2.  Understand the Used car market.
 Findout the reasons why People prefer to
buy old cars from non-branded shops?
 Designing
a promotional strategy for Maruti
True Value to increase the market share.

3.  No.1 organized pre-owned car brand.
 India's
largest certified used car dealer
network.
 All car related services under one roof
 Professionally trained manpower

6. Disorganized NO CHOICE OF
CARS
LACK OF
TRANSPARENC
Y
NO SURETY OF
TECHNICAL HISTORY

7. Cars sold in year 2007-2008(india)
units in million

8. POSITIONING

9. Used cars-Buy, Sell & Exchange

10. Price varies from Product to
Product

11. Maruti true value outlets

13. Buy
 Search inventory.
 Compare cars.
 Select the car you like.
 Buy your car!
sell
 Give car details.
 Review estimated evaluation.
 Leave your contact details.
 Sell your car!

14. Exchange
 Give us your car details.
 Review estimated evaluation.
 Select new Maruti Suzuki car.
 Leave your contact details.
 Exchange your car!

15.  People refer to the customers, employees,
management and everybody else involved in it.
It is essential for everyone to realize that the
reputation of the brand that you are involved
with is in the people's hands

16.  It refers to the experience of using a product
or service. When a service goes out to the
customer, it is essential that you help him see
what he is buying or not. For example-
brochures, pamphlets etc serve this purpose.

17. Positioning
(Maruti certified Used cars +Three Free Services + One Year Warranty)
The Sign of UR TRUST  Maruti true value
Affordable cars like New ones “nayi jaisi”

19. Strengths

23. 20%
u o aisd
n rgn e
o gn e
raaisd
80%

24. Graphical presentation
of Questionnaire
Results

25. hhh
TV
36%
MARUTI OUTLET
28%
INTERNET
16% 14% OTHERS
6%
NP TV MO INT OTR

26. 50% 48%
good
average
excellent
2%
good average excellent

27. 80%
74%
70%
60%
50% display
40% Bargaining
Easy to approach
30%
easy process
20% 16%
10% 6% 4%
0%
dis bar app pro

28. 70%
Bluff
No written Warranty
Duplicate parts
18%
12%
BLUFF WRITTEN WAR D PARTS

29. warranty
30%
26%
One Place Many
Services
18% Variety
12%
Brand Name
8%
6%
Customer Service
Free service

30. 50%
40% 38%
40%
No knowledge
30%
22% about Stock
20% Expensive
10%
Complicated
0%
processes
kno exp pro

32. How often do you see Advertisements
of old cars in news papers?

33. Designing An Add for
Maruti True Value with
the help of 6M’s of
Advertising

34. To Inform and Influence the decision of
Target Market
Market
Middle Class & Upper Middle Class
Money
One Lakh

35. Message
Head Line- Buy, sell & Exchange old cars under one roof”
Affordable cars like New ones “nayi jaisi”
Base Line- T h Signo ur trust  Maru tru valu
e f ti e e

36. Print Media
News papers & Billboards
Pioneering + competitive
What Am I !
How I am Better !

37. Promotional strategy
Tell y I’m better & Influence the
Make your Build Trust customer decision
presence feel
Base of comparison Local shop Maruti True Value
Quality Certification NO Maruti Certified
Warranty NO One Year
Free Services NO Three Free Services
Any quality Check NO 120 quality Checks
Brokerage YES NO
Risk of Forgery YES NO
Variety Very less All Brands
Expert's recommendation NO YES
Satisfaction 0% 100%

38. Don’t wait for Big Money
Us e d Cars With 100% Maruti c e tific atio n
Buy a car for togetherness of your family Affordable
n Sell your Problem and cash it cars like
d Exchange your headache with happiness new ones
Nayi Jaisi
But Why Should I buy from True Value only???
Comparison Base Local shop Maruti True Value
Quality Certification NO Maruti Certified
Warranty NO One Year
Free Services NO Three Free Services
Any quality Check NO 120 quality Checks
Brokerage YES NO
Risk of Forgery YES NO
Variety NO YES
Expert's recommends NO YES
Satisfaction 0% 100%

40. Product Category consumer durables
objective increase the market share
Target upper & middle class
biggest competitor local players
biggest Strength Brand Value
biggest weakness Lack of Awareness
biggest opportunity No. 1 on used cars segment
biggest threat new cheap cars
solution tell target what I do? Why m Better?
tell target what I do? Why m
Better? Advertise for True Value

41. 