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Automotive design
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- 2. CONCEPT OF DESIGN Theorganization knows its product better than anyone or any organization. The consumer will favour those products that offer the most quality, performance or innovative feature as conceived by the organization “If I had asked people what they wanted, they would have said faster horses” “Any customer can have a car painted any colour that he wants so long as it is black” “I don’t believe in taking right decision. I take decision and then make them right” PRODUCT CONCEPT MARKETING CONCEPT The organization should strive to satisfy its customer needs and wants while meeting the organization goals and to deliver the desired satisfaction more effectively and efficiently than competitors. - Henry Ford - Ratan Tata
- 3. NAZISM Volkswagen Beetle 1938 HOWNAZISM MODIFIED AUTOMOTIVE INDUSTRY? AUTOBAHN (German: Reichsautobahn) • First Autobahn was constructed between Frankfurt and Darmstadt in 1939. • Reduced unemployment during the Nazi rule and upto 250,000 jobs were created. • Motorization of Germany was the main objective as Nazis projected themselves as ‘Modernizers’. 27 inches12,949 kms 130 km/hr LENGTH THICKENSS SPEED LIMIT
- 4. ARCHETYPAL BRANDING archetype Character orpattern of circumstances that recurs throughout literature and though consistently enough to be considered universal. ÄR•KI•T Ī P “There are forms or images of a collective nature which occur practically all over the earth as constituents of myths and at the same time as individual products of unconscious. These are imprinted and hardwired into our psyches.” CARL JUNG'S ARCHETYPAL THEORY Demonstrated that the collective unconscious is cross - cultural Applied Archetypes to Marketing and Branding 1949 2001 Margaret Mark Joseph Campbell
- 5. ARCHETYPAL BRANDING Each brandshould align with only one archetype, but can and will share similar traits and characteristics as other archetypes. ?
- 6. ARCHETYPAL BRANDING RULES AREMADE TO BE BROKEN motto what they do? CHALLENGE THE WORLD associations INDIVIDUALISM| PASSION | FREEDOM 1. Rebel customers appreciate the unconventional and forcefully reject the status quo. 2. They are likely to value unique or shocking content with no obvious ‘sell’ to it. 1. Rebel brands promise revolution. Rebel brands position themselves as an alternative to the mainstream and make an effort to stand out. Successful rebel brands are likely to have a cult- like following. 2. The worst thing to happen to a rebel brand would be to be bought out or become too popular. what customer wants? what the brand delivers R E B E L
- 7. ARCHETYPAL BRANDING YOU’RE THEONLY ONE motto what they do? AWAKEN THE SENSES associations ROMANCE | GLAMOUR | DESIRE SEXUALITY 1. Lover customers value the aesthetic appearance of goods and services. 2. They are likely to be drawn to premium brands that will make them seem more attractive to others. 1. Lover brands promise passion. Lover brands promote themselves as glamorous, with an emphasis on sensual pleasure. 2. Ads will typically focus on how the product feels for the customer. Lover brands can’t come across as cheap or business like or their cultivated air of mystique will be ruined. what customer wants? what the brand delivers L O V E R
- 8. ARCHETYPAL BRANDING DON’T FENCEME IN motto what they do? SEARCH FOR THE NEW associations INDEPENDENT | PIONEERING DISCOVERY | FEARLESSNESS 1. Explorer customers embrace brands that promote freedom and self- discovery, especially those that invite the customer to embark on a journey with them. 2. They are unlikely to be swayed by domestic-focused ads. 1. Explorer brands promise freedom. Explorer brands promote themselves as a means to help others experience the new and unknown. 2. The worst outcome for an explorer brand would be to come across as too rigid or corporate. what customer wants? what the brand delivers E X P L O R E R
- 9. ARCHETYPAL BRANDING LOVE YOURNEIGHBOR AS YOURSELF motto what they do? CARE FOR OTHERS associations RESPECT | TRUST | SECURITY COMPASSION 1. The carer customers are driven by their need to protect and care for others. 2. Carer customers want to be recognised for their effort, without being patronised. 3. Aggressive adverts are a massive turn- off, whereas emotionally-driven adverts often strike a chord. 1. Carer brands promise recognition. Nurturer businesses offer protection, safety and support to their customers. 2. The worst thing that can happen to a carer business is that their products are shown to be harmful or exploitative. what customer wants? what the brand delivers C A R E R
- 10. ARCHETYPAL BRANDING POWER ISN’TEVERYTHING, IT’S THE ONLY THING motto what they do? EXERT CONTROL associations POWER | STABILITY | EXCELLENCE EXPERTISE | LEADERSHIP 1. Ruler customers are naturally dominant and will not appreciate patronising or ‘dumbed down’ advertising. 2. They will value ads that reinforce their feelings of power and stability. 1. Ruler brands promise power. Ruler brands speak authoritatively, often spreading the idea that they are the lead in their field. Their image is solid, polished and often very ‘masculine’. 2. A ruler brand would suffer greatly by being perceived as weak, or by having to concede defeat to a rival company publicly. what customer wants? what the brand delivers R U L E R
- 11. ARCHETYPAL BRANDING YOU ONLYLIVE ONCE motto what they do? ENCOURAGE GOOD TIMES associations ORIGINALITY | FUN | MISCHIEF POSSIBILITY 1. Jester customers find regular adverts boring, but will love anything unusual or playful – especially ads that make light of the seriousness of life. 1. Jester brands promise entertainment. Jester brands give the impression that they live in the moment, use outrageous imagery and often tease their customers affectionately. 2. The worst thing a jester brand could do is get embroiled in a bitter lawsuit or be seen to be strict with their customers. what customer wants? what the brand delivers J E S T E R
- 12. ARCHETYPAL BRANDING MAKE THINGSHAPPEN motto what they do? TRANSFORM AND AMAZE associations IMAGINATION | CLEVERNESS CHANGE | DELIGHT 1. Magician customers need to feel they can grow wiser or influence people by using your products. 2. Ads should be as imaginative and inspiring as possible. 1. Magician brands promise knowledge. Magician brands promote themselves as the gateway to transformative knowledge and experience. 2. The worst things a magician brand can be seen as are too structured, regulated or hollow. what customer wants? what the brand delivers M A G I C I A N
- 13. ARCHETYPAL BRANDING FREE TOBE YOU AND ME motto what they do? RENEW FAITH associations FREEDOM | OPTIMISM | PURITY BEAUTY 1. The innocent customer prefers straight- talking, gimmick-free advertising, and is naturally drawn to optimistic brands. 2. Heavy-handed or guilt-inducing advertising is likely to repulse them. 1. Innocent brands promise simplicity. Innocent-focused businesses promote themselves as pure, simple and trustworthy. The imagery they use is often natural and unfussy. 2. The worst thing that can happen to an innocent business is uncovered corruption or deceit. what customer wants? what the brand delivers I N N O C E N T
- 14. ARCHETYPAL BRANDING WHERE THERE’SA WILL, THERE’S A WAY motto what they do? ACT COURAGEOUSLY associations STRENGTH | POWER | BRAVERY HONOR 1. Hero customers value quality and efficiency in their products. 2. They like to think their consumer choices will put them ahead of everyone else, and aren’t likely to be swayed by cute or funny adverts. 1. Hero brands promise triumph. Hero businesses promote themselves as good quality and superior to their competition. 2. The worst thing that can happen to a hero business is for a competitor to be rated higher or proven to be better value. what customer wants? what the brand delivers H E R O
- 15. ARCHETYPAL BRANDING ALL MENAND WOMEN ARE CREATED EQUAL motto what they do? MAKES EVERYONE FEEL IMPORTANT associations UNSELFISHNESS | SUPPORT FRIENDLINESS | REALISM 1. The everyman appreciates quality and dependability in their brands. 2. They prefer the familiar to the strange, and will emotionally invest in brands that they trust. 1. Regular guy brands promise belonging. Regular guy businesses take pride in their down-to-earth ethos. Their image is honest and dependable. 2. The worst thing to happen to a regular guy business would be for them to appear greedy or elitist. what customer wants? what the brand delivers R E G U L A R G U Y
- 16. ARCHETYPAL BRANDING IF YOUCAN IMAGINE IT, IT CAN BE DONE motto what they do? CRAFT THINGS OF ENDURING VALUE associations SELF – EXPRESSION | INNOVATION VISION | NONCONFORMITY 1. Creator customers shun advertising in general but may enjoy experimental, boundary-pushing or novel ads. 2. Creator types are a difficult category to appeal to, but successful creator brands often develop a devout fan base. what customer wants? what the brand delivers C R E A T O R 1. Creator brands promise authenticity. Creator brands often position themselves as the key to unlocking a creator’s creativity. 2. The worst thing a creator brand can be perceived as is inauthentic or ‘sell-out’.
- 17. ARCHETYPAL BRANDING THE TRUTHWILL SET YOU FREE motto what they do? SEEK UNDERSTANDING associations THOUGHTFULNESS | WISDOM INDEPENDENCE | TRUTH 1. Sage customers believe that knowledge comes from growth, and constantly look for new sources of information. 2. They prefer ads which challenge them to think in a new way. what customer wants? what the brand delivers S A G E 1. Sage brands promise wisdom. Sage brands promise learning and therefore often make use of higher level vocabulary and symbolic imagery. 2. They trust their customers to grasp difficult ideas and understand intellectual in-jokes, and should avoid becoming too dumbed-down or patronising. ?
- 18. SOPHISTICATEDPOWERFUL MOURN REBEL SERIOUS ANDCONSERVATIVE POWERFUL MYSTERY SORROW BRAVE STRENGTH ANGERRELIABILITY SADNESS REBIRTH CLEAN SADNESS BRAVE STRENGTH DANGER ARCHETYPAL COLORS
- 19. ARCHETYPAL COLORS “Color isone of the most prominent ways to communicate nonverbally. Psychologists believe that this impact on the mind is derived directly from an association to the natural world” REBIRTH LOYALTY LIFE CLEAN RELIABILITY DECREASES BLOOD PRESSURE DEATH BRUISING SADNESS LACK OF OXYGEN POSITIVE ATTRIBUTES NEGATIVE ATTRIBUTES YOUTH WISDOM LIFE CALM NATURAL HARMONY DECAY JEALOUSY ENVY INEXPERIENCE POSITIVE ATTRIBUTES NEGATIVE ATTRIBUTES PEACE BALANCE FERTILITY LOVE BRAVEPASSION STRENGTHCREATIVITY INCREASES METABOLISM DANGER VIOLENCE ANGER INCREASES HEART RATE POSITIVE ATTRIBUTES NEGATIVE ATTRIBUTES COURAGE
- 20. ARCHETYPAL COLORS “Color isone of the most prominent ways to communicate nonverbally. Psychologists believe that this impact on the mind is derived directly from an association to the natural world” ROYALTY RIPENESS JOYOUS WEALTH CHEERFUL ATTENTION GRABBER DECEIT SICKNESS TREASON COWARDICE POSITIVE ATTRIBUTES NEGATIVE ATTRIBUTES GOOD CLEAN LIFE CALM PURITY INNOCENCE ISOLATION DETACHMENT STERILITYBLANKNESS POSITIVE ATTRIBUTES NEGATIVE ATTRIBUTES PEACE BALANCE NEUTRALITY SLEEK FORMALITYPRESTIGE SOPHISTICATED POWERFUL IMPORTANCE MYSTERY SORROW REBEL SERIOUS AND CONSERVATIVE POSITIVE ATTRIBUTES NEGATIVE ATTRIBUTES ELEGANCE EMPTY
- 21. ARCHETYPAL COLORS JOYOUS CHEERFUL “BringHome Happiness” YOUTH LIFE ENVY “Full of Life” LOVE PASSION “It loves you back” PRESTIGE SOPHISTICATED POWERFUL IMPORTANCE “Nothing else will do” TATA NANO CHEVROLET SPARK HONDA BRIO MAHINDRA SCORPIO
- 22. DESIGN STRATEGIES BOTTOM –UP APPROACHTOP – DOWN APPROACH
- 23. TOP – DOWNAPPROACH PRODUCT Sleek, Comfort and better performance PRICE • Priced in comparison to 3 wheelers PROMOTION • Catch line - “ Small is Big” PLACE • Cities, Small Towns and Villages.P P P P MACARTHY’S 4P’S FOR MARKETING MIX
- 24. RESEARCH DESIGN EXPLORATORY RESEARCHCONCLUSIVE RESEARCH “I require an affordable four – wheeled truck with more stability, safety, comfort , all weather protection and with better payload capacity” - Bajaj Minidor Driver “The three – wheeled commercial vehicles are killing my business. They charge less and transport goods faster due to easy manoeuvrability. I cannot operate at their cost. I need a small version of this truck with a payload of 2.25 tonnes” - Tata 407 Driver LCV 52%HCV 30% MCV 18% Macro Projection of Commercial Vehicle Industry
- 25. MACARTHY’S 4P FORMARKETING MIX (PRICE) OPEL CORSA HYUNDAI ACCENT FORD IKON MARUTI ESTEEM TOYOTA QUALIS ₹6,00,000 – 7,50,000 ₹5,50,000 – 7,00,000 ₹5,50,000 – 7,00,000 ₹5,00,000 – 6,50,000 ₹6,00,000 – 8,50,000 ₹5,00,000 – 7,00,000
- 26. MACARTHY’S 4P FORMARKETING MIX PHASED LAUNCH • Chennai • Bangalore • Mumbai • Delhi PLAN FOR EXPANSION • In 4 month – 20 cities • In a year – 50 cities SHOWROOM EXPERIENCE Mahindra planned to improve the aesthetics and appeal of the showrooms to project ‘Scorpio’ as a rugged and sturdy vehicle. ADVERTISING STRATEGY The Television Commercials as well as the press still shots were shot in Australia to project an image of a global SUV fit for any terrain. MEDIA STRATEGY Mass Media, Direct Marketing, Public Relation Events. POSITION Luxury car with the thrill of an SUV TAGLINE Nothing else will do PRODUCTPROMOTION PLACE TARGET CUSTOMERS Urban Customers,