The strategic plan aims to revive the classic Ambassador automobile by completely overhauling and upgrading it technologically to compete with modern sedans. A three-phase marketing campaign will generate curiosity about the redesigned Ambassador and its specifications, before unveiling and launching the new model, targeting nostalgic older customers and young executives looking for a premium sedan priced around 7-9 lakhs.

1. STRATEGIC PLANNING Revival and Repositioning of AMBASSADOR

2. AUTOMOBILE MARKET IN INDIA Indian automobile market is fourth largest commercial vehicle market in the world The Indian auto industry is likely to see a growth of 10-12 per cent in sales in 2010 Expected to become the world's third largest automobile market by 2030, behind only China and the US.

3. MAJOR MANUFACTURERS IN AUTOMOBILE INDUSTRY

4. AMBASSADOR- ‘The King of Indian Roads’ First car to be manufactured in India Ruling the Indian roads ever since its inception in 1948 Originally based on Morris Oxford (United Kingdom, 1948) Manufactured by Hindustan Motors at its Uttarpara plant near Kolkata, West Bengal

5. AMBASSADOR- ‘The King of Indian Roads’ The only automobile to ply Indian roads for more than five decades now, Has carved a special niche for itself in the passenger car segment. It's dependability, spaciousness and comfort factor have made it the most preferred car for generations of Indians.

6. HISTORY OF THE ‘RAJA GAADI’ A new model was needed by the Birlas to replace their already old Hindustan models based on Morris Oxford Series II ( Hindustan Landmaster) The car initially came with a side valve engine but was later improved to an overhead valve engine. It was quite an innovation with a fully enclosed monocoque chassis, which is why it is spacious inside. Hindustan Motors Limited (HM), flagship company of the C.K. Birla Group was established in 1942 by B.M. Birla Operations began in a small assembly plant in Port Okha near Gujarat, and later shifted to Uttarpara in West Bengal.

7. THE LEGEND The Amby , as it is affectionately called, has been in continuous production since its inception, with very few changes to its frame. In 1957 all the tooling of the British Morris Oxford Series III was transferred to India. The car was renamed the Ambassador and series-production started in 1958 Styling changes from the Morris Oxford series II (Landmaster) to Morris Oxford series III (Ambassador) included deep headlamp cowls and small rear wing "tail fins“. All subsequent models in this series were named Ambassador , Mark II, Mark III, Mark IV(renamed as Nova).

8. SPECS AND FEATURES In the early 1990s, the old petrol engine was replaced in favour of an Isuzu 1.8 litre engine and became the fastest production car in India Engine & transmission Engine : Petrol, Inline-4 cyl, 1817 cc Gears : 5-speed manual Power to weight (bhp/ton) : 72 Torque (Nm@rpm) : 137.29 Torque to weight (Nm/ton) : 120 Fuel Economy Fuel : Petrol C ity (kpl) : 8.7 Highway (kpl) : 12 Overall (kpl) : 9 Interior Dimensions Seating capacity : 5 Fuel capacity (litres) : 45

9. Performance 0-60 kph (sec) : 6.71 0-100 kph (sec) : 17.15 Top speed (kph) : 125 20-80 kph in 3rd gear(sec) : 14 40-100 kph in 4th gear(sec) : 24.6 Exterior Dimensions Kerb weight (kg) : 1140 Length (mm) : 4325 Height (mm) : 1600 Wheelbase (mm) : 2464 SPECS AND FEATURES

10. AVAILABLE COLOURS Francoise White Thurston Grey Symphony Gold Kielder Green Sherry Red Crystal White Forest green MB Ivory Black Grotto Blue

11. PRICING Variants 1800 BE Std Petrol 1817 cc Manual Rs. 4,60,000* 1800 BU Std Petrol 1817 cc Manual Rs. 4,63,000* Avigo 1.8 BU AC (P) Petrol 1817 cc Manual Rs. 5,69,000* MPFI Grand BU Petrol 1817 cc Manual -- 2000 DSL (BE/TG/RDL) Diesel 1995 cc Manual Rs. 4,81,000* Grand 2.0 BE AC PS (D) Diesel 1995 cc Manual Rs. 5,27,000* DSZ Grand Diesel 1995 cc Manual -- Grand BE AC PS (D) Diesel 1817 cc Manual Rs. 5,35,000* Avigo 2.0 BU (AC) (D) Diesel 1995 cc Manual Rs. 6,20,000* Grand CNG BU Diesel 1817 cc Manual -- Grand CNG BU/PS Diesel 1817 cc Manual -- MPFI Grand 0/5 Diesel 1817 cc Manual -- MPFI Grand BU/PS Diesel 1817 cc Manual -- Grand CNG 0/5 CNG 1817 cc Manual -- *Ex-Showroom Delhi

12. CURRENT MARKETING STRATEGY The sales of the car are low, with the advent of new and improvised models manufactured by various manufacturers. It perished due to its unnecessary resistance to change with the changing market. However, there is a niche segment which still prefers Ambassador due to the charm and royal feel attached to the car Due to the royal status maintained by the car over decades, it is not involved in much marketing and advertising promotions

15. COMPETITORS IN THE SAME PRICE CATEGORY * The links to the competitor’s advertisements are attached separately Competitors Hyundai Verna Maruti SX4 Mahindra Renault Logan Mahindra Bolero Fiat Linea Tata Indigo XL Maruti Swift Dzire Mahindra Xylo Hyundai i20 Honda City ZX Ford Fiesta Honda Jazz Chevrolet Aveo Skoda Fabia Chevrolet Optra Mitsubishi Lancer Mercedez Benz CLK Class Honda New City

16. STRATEGIC PLAN To re-launch the classic Ambassador, the most successful car in the history of Indian automobiles, after a complete overhauling and technological upgradation Bring it into the league of the Volkswagen Beetle

17. MARKET- TARGET AUDIENCE People in the age group of 40 and above- who have seen the car ruling the Indian roads right from being the dream car of their father to the vehicle of the aristocrats Young executives who are looking for cars priced between the range of 7-9 lacs (Segment C)

18. PROPOSED SPECIFICATIONS OF THE NEW MODEL Required modifications in the product : (To be redesigned by IDEA – an Italian design house / NID) 1.8 - 2.2 L Isuzu/Skoda engine with about 115bhp. Features like Leather upholstery/ Blaupunkt CD changer / ambience lighting /AC with rear air vents Complete interior overhauling with the best space management design eg. Front Bucket seats Standard Safety features like ABS / SRS airbags/ Impact minimizing technology/ Headlamp washers, etc

19. PROMOTION CAMPAIGN The campaign will be introduced in three phases Phase I: Teaser Campaign with the pictures of the car displayed at specific locations to arouse cusrosity Phase II: Specifications of the car will be revealed, the new improved and upgraded model with the retro feel will be emphasized Phase III: The car will be revealed and put on display for sale

20. AIM OF THE CAMPAIGN To bring back the classic and retro feel with the experience of owning the grandest vehicle in the Indian subcontinent To harp on the prestigious history that the car had and bring in the same with technological advancements that’s comparable to any C class sedan today. The campaign will start 2-3 years hence. Once the research and development will be conducted to bring about necessary changes and revamping exercise will start, the campaign will start side by side

21. PHASE I- PLAN Teasers with headline “The King is BACK” will be made Pictures of the car will not be included, people’s pictures from around the world including royalties and their comments would be included. For Eg: “Its the perfect combination of the beauty and the beast.” Ask your dad what it felt like to be . This would be carried on for a period of 4 months The campaign will start after reviving of the car will start to include all the new specifications

22. PHASE I- MEDIA In the mean time, sections in the Hindustan Motors showrooms would be redone (revamped) all across the cities with a grand space left near the window and just a throne placed there. Necessary tie ups with the banks etc would be carried on Teaser campaign will be carried across newspapers, Television commercial, and outdoor hoardings

23. PHASE II- PLAN Teasers with the specifications of the car and its features will be emphasized The detailed information will be made available across all the showrooms of Hindustan Motors The aim will be to create curiosity by emphasizing on the features and specifications to match the current competitor’s standards Phase’s duration will be for 4 months

24. PHASE II- MEDIA Necessary tie ups with the banks etc would be continued Teaser campaign will be carried across newspapers, Television commercial, and outdoor hoardings New Media will be increasingly used to create a buzz about the car Communities on social communication websites like twitter, facebook Online game will be uploaded on facebook allowing user interaction Micro website allowing people to share their views and opinions on the come back of a new car, which they are unaware of right now. Objective is to get people talking Banner advertisements on websites related to automobiles, for e.g carwale.com, gaadi.com. These ads will direct the user to brand’s website

25. BEFORE PHASE II ENDS The car will be displayed and the curiosity will be brought to an end The car will be made available to top notch honchos and bureaucrats for the purpose of travelling to parties etc. the aim is to get the car rolling onto the roads with big people sitting in it, thus the cr will be promoted by the prosumers

26. PHASE III- PLAN The car will be launched An event will be conducted to launch the come back of the car with its revived model Test drives will be emphasized upon to encourage footfall in the showrooms to watch the legend's come back

27. PHASE III- MEDIA Campaign will be spread across the traditional media: Print (Newspapers and automobile magazines) Television Outdoor hoardings Launch Event Social Media Micro website allowing people to share their views and opinions on the come back of a new car, which they are unaware of right now. Objective is to get people talking Banner advertisements on websites related to automobiles, for e.g carwale.com, gaadi.com. These ads will direct the user to brand’s website Social community websites will continue to woe the target group Blogs/ discussion forums on the websites related to automobile industry

28. PHASE III- MEDIA Test drives will be emphasized upon after the launch Publicity because of news value attached with the come back of the car

29. CONCLUSION A niche segment will be targeted which is very passionate about the first ever car which was seen on the Indian roads The improved performance with the retro look along will drive value and hence the brand will be built As per the campaign, the features will be emphasized in the initial phases and then the car will be launched, thus it will generate huge attention and thus favorability

30. THANK YOU! SUBMITTED BY: SUMEDHA SACHDEVA- 133 DEBANKUR ADHIKARI- 183 BATCH 2010 MBA (ADVERTISING)