Recommended
More Related Content
Viewers also liked
Viewers also liked (16)
Similar to Summer Internship Contest Entry No 1-Contest Entry, Contributed by Sakshi Singh from IIM K
Similar to Summer Internship Contest Entry No 1-Contest Entry, Contributed by Sakshi Singh from IIM K (20)
More from CareerAnna
Recently uploaded
Recently uploaded (20)
Summer Internship Contest Entry No 1-Contest Entry, Contributed by Sakshi Singh from IIM K
- 1. Post Launch Research of Bolero Maxi Truck Plus Sakshi Singh IIM Kozhikode Guide: Mr. Mahesh Kulkarni Buddy: Mr. Amitabh Bhadra GMC Summer Internship 2014
- 2. Market OverviewMarket Overview Mini Truck Large Pick-Up Mahindra Maxximo Tata Ace Bolero Pick Up Genio SC Tata 207 RX Small Pick-Up Aug, 2009 Bolero Maxi Truck Tata Super Ace AL Dost 2010 Sept, 2011 Shift of custome r base Bolero Maxi Truck Plus Launch May, 2013 Tata Xenon FY’13 99000/ yr FY’14 97200/ yr Sakshi | IIM FY’12 33867/ yr
- 3. Understanding the reasons for growth Capture Customer Sentiments Building Future Action Plan Identify BMT Plus customer segment in terms of usage & profilingIdentify BMT Plus customer segment in terms of usage & profiling Identify the major purchase parameters in this categoryIdentify the major purchase parameters in this category Review the performance of the product in the marketReview the performance of the product in the market Understand the customer satisfaction &association with the productUnderstand the customer satisfaction &association with the product Benchmark the promotional campaigns in this segmentBenchmark the promotional campaigns in this segment Propose a Marketing Action Plan for BMT Plus in future to strengthen the perception Propose a Marketing Action Plan for BMT Plus in future to strengthen the perception Project Objective & DeliverablesProject Objective & Deliverables WHAT?WHAT? HOW?HOW?
- 4. Target Group BMT Plus, Dost & Super Ace Customers Sample Size 91 (Captive-46, MLO-45) Survey Medium Physical Survey of 20-25 Minutes each Mahindra Dealers 5 Ahmedabad 29 (Captive-14, MLO-15) Pune 29 (Captive-13, MLO-16) Jaipur 33 (Captive-19, MLO-14) MethodologyMethodology Primary ResearchPrimary Research Secondary ResearchSecondary Research Consisted of studying online resources like: • ATL & BTL promotions in Auto Industry • Tata Ace, Dost & Cocacola Campaigns • Tata Nano & Maruti Swift Case Study • Present Economic & Business Scenario Refrences
- 5. Product PerformanceProduct Performance SERVICE SAFETY COMFORT Pros •Better Style • Better Safety due to front design • Theft Protection Appreciated but not known • Better suspension Cons • Regional differences in service • Spare Parts Problem • Seats to be more comfortable • Cost of Maintenance Rs. 1250/- month lesser than other vehicles • Low Mileage complaints, especially from Captive segment (11 kmpl)Key Takeaway: Low Maintenance, Better Style & Better Safety Low perception amongst Captive Segment Key Takeaway: Low Maintenance, Better Style & Better Safety Low perception amongst Captive Segment
- 6. Mr. Ram Chandra Gurjar, BMT Plus MLO in Jaipur sold his Super Ace and bought BMT Plus, he says “ BMT Plus ne kaam bdhane me bahut madad ki hai, Bhai se badhkar hai ye aaj mere liye…” Mr. Ram Chandra Gurjar, BMT Plus MLO in Jaipur sold his Super Ace and bought BMT Plus, he says “ BMT Plus ne kaam bdhane me bahut madad ki hai, Bhai se badhkar hai ye aaj mere liye…” Mr. Raghuveer Singh, BMT+ Captive user in Ahmedabad compared all three vehicles before purchase and says : “ BMT Plus Zabardastt Gaadi hai…Iska koi mukabla nhi, bas mileage kam de rhi hai 11-12 ka ” Mr. Raghuveer Singh, BMT+ Captive user in Ahmedabad compared all three vehicles before purchase and says : “ BMT Plus Zabardastt Gaadi hai…Iska koi mukabla nhi, bas mileage kam de rhi hai 11-12 ka ” Imagery & AssociationImagery & Association Key Takeaway: Image of a strong, dependable and stylish vehicle that is good for business Brother Like association with BMT Plus Lower perception among Captive, Strong among MLOs
- 8. 8 Emotional Connect Emotional Connect Builds TrustBuilds Trust Strengthens Brand Strengthens Brand Brand RecallBrand Recall Campaign ProposalCampaign Proposal Focus on Captive users, Reinforce among MLOs
- 9. Thank You
- 10. Thank You
Editor's Notes
- Bolero Maxi Truck with its launch in August, 2009 was able to revive the category between Mini Truck & Large Pick-Up. However, soon competition was faced in the category with launch of Tata Super Ace and Ashok Leyland Dost. What it did was the increase in the size of Small Pick-up segment to 3 times (3386799000) within one year. But Mahindra’s market share was decreasing. So to combat the competition and revamp their portfolio they Launched Bolero Maxi Truck Plus in FY’14 and soon the market share increased to 48% within one year.
- BMT Plus Launch was followed by substantial growth in the segment. Through this project we aim to: Understand the reasons of growth and brand’s preference Capture the customer sentiments towards the product and customer profiles Build the Future Action Plan for BMT Plus
- Methodology used was basically Primary Research in identified geographies with physical survey of 91 end users of the Truck. The rigorous market research was also accompanied by secondary research to substantiate the findings.
- Based on the survey results and 5-point scale rating it was found that BMT Plus is considered to be more stylish, safe and with better suspension. More concentration is required amongst the captive segment.
- The whole campaign was designed based on these parameters. But due to confidentiality it cannot be presented.
- The main focus of the campaign was to target small business owners and build emotional connect with them. Using testimonial methods to increase the trust in brand, strengthening the brand and thus increasing brand recall. Thus the designed campaign will not only increase the penetration of the model amongst small business owners, but other suggested methods and BTL activities will help increasing the positive word-of-mouth about the product.