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Sipani Dolphin Standard 2000 Maruti 800 Tata sierra Tata safari Indian market is broadly classified into 9 product segment ranging from mini to Luxury vehicle. The pie chart clearly show the market share for each product segment. Four commonly used criteria are used for segmentation, which include: Differentiation Strategy (also known simply as "Product Differentiation") Criteria to gauge the viability of a target market Accessible - How a segment can be accessed via Marketing Communications produced by a firm. Measurable - Can the segment be quantified and its size determined? Profitable - Can a sufficient return on investment be attained from a segment's servicing? Customer habits : Indian Customers are educated, highly discerning and well informed Preferences for small cars, Small cars are socially acceptable even among well-off people Preferences for fuel efficient cars with low running costs. Tata Indica has the lowest running cost per mile Land rover – For High Income customers Indica vista – For Middle Income customers Tata Nano – For Low Income customers Three models that caters to all three engines – Tera Aqua Aura Engine Specifications 1.4 TDI 1.3 Quadrajet 1.2 Safire Engine Type 475 IDI Turbo 1.3L SDE Common, Quadrajet Diesel engine New 1.2L, MPFI, Safire Petrol engine Power 71 PS (52 kW; 70 hp) @ 4500 rpm 75 PS (55 kW; 74 hp) @ 4000 rpm 65 PS (48 kW; 64 hp) @ 5500 rpm Fuel Type Diesel Diesel Petrol Price Rs.2,60,000 to 4,99,000 Rs.4,05,000 to Rs.4,99,000 Rs.3,47,000 to Rs.3,97,000 Environmental regulation Tax and duties Sale tax/VAT Excise Custom Segment wise market distribution Industry Outlook Recovery in 2009-10 to be aided by lower cost of ownership and deliveries of Tata Nano Industry margins to improve in 2009-10 with lower raw material costs Long-term demand prospects remain intact, led by small cars Exports to grow at approx. 20-25% Used car industry growth to be driven by rising car ownership, lower holding period Capacity to touch 3.75 million units by 2010-11 9 th largest in the world Production of over 2.3 million units 4 th largest Asian exporter 79% passenger vehicle market share: Maruti Suzuki 60% commercial vehicle market share: Tata Motors Monthly sales exceeded 100,000 units Exports mainly to Asia and Africa, gaining favor in Europe No of vehicles / Population < 10% Number of households able to afford cars projected to double by end of decade High proportion of purchases financed by credit Highly competitive market, low costs attractive for assembling Global giants looking to gain footholds Indian players expanding operations overseas Thriving used cars market India’s Top 5 Domestic Passenger Vehicles Sales Manufacturer FY 08 FY 09 % Change Y-O-Y Market Share % Maruti Suzuki 711,818 722,184 1.5 52.2 Hyundai Motors India 216,307 244,000 12.8 15.7 Tata Motors 167,058 200,159 19.8 12.9 Honda Siel Cars India 62,802 52,420 -16.5 3.4 Ford India 30,962 27,976 -0.96 1.8 A systematic attempt to identify and understand key elements of a competitor’s strategy in terms of objectives, strategies, resource allocation and implementation through the marketing mix Threat of substitutes Potential entrants Threat of entrants Suppliers Bargaining power Substitutes Buyers Bargaining power COMPETITIVE RIVALRY Five forces analysis The Japanese Quotient - Quality Advantage Authoritative understanding - Indian psyche 720 degree Customer experience Lowest Cost of Ownership Quality Service Across 1036 Cities Pricing Strategy – Price to Price-Value Offering One Stop Shop to Customers Creating Different Revenue Streams Product Repositioning Customer Centric Approach Vehicle Services maintenance market Playing on Cost Leadership Types of customers to be covered Planning to buy a compact car – First car Planning to buy a compact car – Additional/replacement car Owns Vista Owns a non-Vista compact car Age: Income: Gender: Education: Number of family members: Number of cars in family: Number of car users in the family: Typical usages of the car: Brand of cars owned by the family members: Brand of car used by customer: Type of customer: Describe a day in your life? What do you do on a holiday? Describe your ideal day….dream day? What activities do you like/dislike? Describe yourself. What do others think of you? What do you think about life? (exciting, boring etc.) How often do you go out for a vacation? Describe your college, friends and family? How is your relationship with your friends and family? Planning to buy a compact car – First car For what all activities do you plan to use the car? What all things define the word “performance” for you? What all things define the word “quality” for you? What brands are in your consideration set? Are you aware of Indica Vista? Are you aware of other brands in the market? (If yes, what brands can you recall) What is the first name that comes to your mind when discussing automobiles? From where did you get to know about these cars? How did you go about collecting information? Describe your purchase decision process till now. Can you recall any advertisement of cars; if yes which car(s)? Is price the overriding factor in your buying decision? What is your perception regarding the pricing of Indica Vista? What are the important parameters you think a car should have? Rate these parameters in order of importance. What, according to you the company could do to help you after you bought the car? How has been your experience in the buying process with the company/salesperson? How do you plan to finance the purchase? How do you go about choosing a dealer? Planning to buy a compact car – Additional/replacement car OR Owns Vista OR Owns a non-Vista compact car Which brand of car do you own? When did you purchase your current car? (Should be post Vista launch) Are you satisfied with its performance? What all things define the word “performance” for you? What all things define the word “quality” for you? Are you aware of Indica Vista? Are you aware of other brands in the market? (If yes, what brands can you recall) What is the first name that comes to your mind when discussing automobiles? From where did you get to know about the car you own? How did you go about collecting information? Describe your purchase decision process. Which information sources influenced your purchase decision? Can you recall any advertisement of cars; if yes which car(s)? Is price the overriding factor in your buying decision? What is your perception regarding the pricing of Indica Vista? What are the important parameters you think a car should have? Rate these parameters in order of importance. Are you happy/ dejected after purchasing your car? What are the reasons for the same? What, according to you the company could do to help you after you bought the car? How was your experience in the buying process? (salesperson guidance/help) Did the dealers provide any services after you bought the car? How was the post-sales experience? How do you plan to finance the purchase? How do you go about choosing a dealer? Dealer – Institutional buyers Dealer details: (Get the visiting card) Name of the shop: Address: Area: Models on display: Promotional schemes: Cars sold per month (Indica Vista and others): Number of salespersons: Customer details to be captured post every dealer experience Age: Income: Gender: Education: Number of family members: Number of cars in family: Number of car users in the family: Typical usages of the car: Requirements from car he/she is planning to buy: Importance of different requirements: What cars are in his/her consideration set? Understanding of technical specifications: Purchase decision process (Role of internet. Influencers, time taken, advertisements (tv/print/magazines), neutral sources): First car/Replacement car/Additional car: Good points about current dealership experience: Areas of improvement as per current dealership experience Dealership experience How the customer enters the shop? What all does he/she see while entering? Facial expressions and body language of customer Facial expressions and body language of salesperson Note down the conversation (verbatim) that happens between salesperson and customer. (Use a camera or recorder to capture the conversation in a way that it does not interfere with the normal conversation) Note body language and expressions used by customer and dealer. Customer language Level of understanding of customer Pre-decided customer or in-store decision Role played by salesperson in brand choice Criterion used by customer in choosing a vehicle How does salesperson pitch for cars especially Indica Vista What all information provided by dealer captures the attention of customer? Final purchase made Preferred financing mode Assistance provided by dealers in financing After sales service experience How the customer enters the service center? What all does he/she see while entering? Facial expressions and body language of customer Facial expressions and body language of salesperson Note down the conversation (verbatim) that happens between service person/mechanic and customer. (Use a camera or recorder to capture the conversation in a way that it does not interfere with the normal conversation) Note body language and expressions used by customer and service person/mechanic. Customer language Level of understanding of customer When was the car bought? Why this car? Understanding of technical specifications: Purchase decision process (Role of internet. Influencers, time taken, advertisements (tv/print/magazines), neutral sources): First car/Replacement car/Additional car: Good points about current service experience: Areas of improvement as per current dealership experience: Test drive experience Which car is he test driving? How did he go about choosing that car for test drive? What all does customer look for in actual? How does he make himself/herself comfortable? What all does he/she checks? How long does he/she drives? Where does he/she go? What did he/she like and dislike? What all does he murmur or says while driving? At the end of test drive, ask him to rate the experience on 5: Ritz Swift Grande Punto Hyundai i20 Honda Jazz Skoda Fabia Aveo U-Va Indica Vista First thing that comes to your mind when I say Cars Tata Motors Indica Indica Vista Ritz Swift Grande Punto Hyundai i20 Honda Jazz Skoda Fabia Aveo U-Va Quality Performance Personify these brands Indica Vista Ritz Swift Grande Punto Hyundai i20 Honda Jazz Skoda Fabia Aveo U-Va Sentence completion People who buy ,[object Object]

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