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Integrated MarketingCommunication

Done By

ChakravarthyCilvinPrasanthPrasannaSaravanaSabari Rajan


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Sector Automobile

Industry Car

The automotive industrydesigns, develops,manufactures, markets,and sells motor vehicles,

and is one of the world'smost important economicsectors by revenue.

The term automotiveindustry usually does notinclude industriesdedicated to automobilesafter delivery to the

customer, such as repair


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Car Industry inIndia AOverview

Driving the most luxuriouscar has been made possibleby the stiff competition inthe automobile industry inIndia, with overseas players

gathering the samemomentum as the domesticparticipants.

Every other day, we havebeen hearing about somenew launches, some lowcost cars all customized ina manner such that the

common man is not left


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Potential of theAutomobileindustry

In 2008, Hyundai Motorsalone exported 240,000cars made in India. NissanMotors plans to export250,000 vehicles

manufactured in its Indiaplant by 2011. Similar plansare for General Motors

Turnover of AutomobileManufacturers(In USD Million)

Year In USD Million

2002-03 14,880

2003-04 16,544

2004-05 20,896

2005-06 27,011


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The figures show that the

automobile sector in India has beengrowing robustly. The marketshares of the different types ofvehicles will clearly depict thedemand pattern in this sector.

Domestic Market Share for2008-09

Passenger

Vehicles

15.96%

CommercialVehicles

3.95%

Three Wheelers 3.6%

Two Wheelers 76.49%


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Automobile

Companies

AudiBajaj AutoBMWChevroletDaimlerChrysler(Mercedes)Fiat

FordGeneral MotorsHindustan MotorsNew Car LaunchesHero Honda Motors

Hyundai Motors

Cars sold in India asCompletely Built Units

Audi: A8, TT, R8, Q5, Q7.

Bentley: Arnage,Continental GT, ContinentalFlying Spur, Arnage.BMW: 6 Series, 7 Series,X3, X5, X6, M3, M5, M6 and

Z4.Chevrolet: CaptivaFiat: 500.Honda: Civic Hybrid, CR-V.

Hyundai: Tucson.Volkswagen:Touareg.


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STP Segmentation ,Targeting and

Positioning

A market segment is asub-set of a market made

up of people ororganizations with one ormore characteristics thatcause them to demand

similar product and/orservices based on qualitiesof those products such asprice or function.

A target market is a groupof customers that the

business has decided to aimits marketing efforts and

positioning hascome to meanthe process bywhich marketers

try to create animage or identityin the minds oftheir targetmarket for itsproduct, brand,or organization.


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Task To do a study on automobile industry and to

find out the Segmentation ,Targeting and Positioning strategies

CompaniesConsidered

1. HyundaiMotors

2. Maruti Udyog

3. Volks Wagen

SegmentsConsidered

Sports Family Luxury


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HYUNDAI

MOTORS

Hyundai Motor Company is a Korean automakerwhich along with Kia comprises the Hyundai Kia

Automotive Group, the worlds fifth largest automakeras of 2009.

As of 2009, it is the world's fastest growingautomaker. In 2008, Hyundai (without Kia) ranked as

the eighth largest automaker.Headquartered in Seoul, South Korea, Hyundaioperates the worlds largest integrated automobilemanufacturing facility in Ulsan, which is capable of

producing 1.6 million units annually.


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HYUNDIA SANTRO XING

Segmentation

Santro is Indian Model of Hyundai's successful modelATOS which is segmented

Under FAMILY CAR

Target Audience

30 to 45 year old Middle Class Indians

Positioning

Santro was initially positioned on their design aspect

which turned it biggest


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HYUNDIA i20 Sportz

Segmentation

Hyundai re launched its premium car variety i20 withtwo variants ERA and i20

i20 is projected as Sportz version with 5 star safety

Target Audience

Youngsters

Positioning

This is a truly value for money car in that segment, with

fully loaded features almost.


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HYUNDIA SONATA EMBERA

Segmentation

Hyundai Sonata Embera has added a new dimension inthe luxury sedan car

segmentof India.

Target Audience

Top Class people , CEO s , Business people etc

Positioning

Sonata Embera is contemporary and sharp from the

outside with charismatic features


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Maruti Suzuki

India limited

Maruti , a partial subsidiary of Suzuki MotorCorporation of Japan, is India's largest passenger car

company, accounting for over 45% of the domestic carmarket.

The company offers a complete range of cars fromentry level Maruti 800 and Alto, to stylish hatchback

Ritz, A star, Swift, Wagon-R, Estillo and sedans DZire,SX4 and Sports Utility vehicle Grand Vitara.It was the first company in India to mass-produce andsell more than a million cars.

It is largely credited for having brought in an


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MARUTI WAGON R

Segmentation

Wagon R is one of the best selling small car of Marutisuitable for familys economywise

Target market

Middle aged family men

Positioning

Its well designed room space made it a instant hit

Attribute Based: hatch back car for 4 people with fully


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MARUTI SX4

Segmentation

SX4 with its impressive exteriors made of Europeandesign and engine for its optimal

power and torque makes it a preferred sports car alsoIndia'sOnly sports car to participate in world rally championship

Target market

Young professionals

Positioning


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MARUTI Grand VITARA

Segmentation

Distinctively designed GRAND VITARA is the first SUVmodel from Maruti which is

Categorized under LUXURY CLASS

Target market

Superior Engineering which is basically targeted on HillDrivers , Top class people

Positioning

It is very stylish with good comfort.


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Volkswagen

With its headquarters in Pune, Maharashtra (India),the Volkswagen Group is represented by three brandsin India: Volkswagen, Audi and Skoda. The

Volkswagen Group is completing 10 years of its Indiajourney which began with the entry of the Skodabrand in 2001, Audi brand and Volkswagen brand in2007. Each brand has its own character and operates

as an independent entity in the market.

The highest volume brand of the Group isVolkswagen. Europes most successful car brand hasmade successful inroads into the Indian market.

Volkswagen presents itself in a variety of segments


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About Volkswagen

Presently, Volkswagen is marketing the followingthree Brands of cars :

1. Audi

1. Skoda

1. Volkswagen

We are fairly new in the Indian Market. The brandawareness of Volkswagen is low. We have to raiseawareness, create and improve the brand.


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Volkswagen BeetleSegmentation/Target: Volkswagen Beetle appeals to drivers of many socialclasses - From college students to CEOs, the Beetle has found its way intogarages of all classes.

Positioning:Attribute based positioning

Volkswagen Beetle is powerful, environmentally conscientious and offersmany luxuries. It is also safer and includes features as anti-lock breaks, a de-powered air bag, and standard side air bags. Its rounded fenders, curvedoutline, and large oval headlamps and tail lights are completely different fromanything else on the road.


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Volkswagen Touareg Segmentation/Target: Launched on December 04, 2009 Volkswagen

Touareg was introduced to cater to the Sports Utility Vehicle (SUV)segment.

Positioning:Attribute based positioning

The launch of Touareg marked the marketing debut in the SUV Segment.India has a great demand for SUV. The Touareg had been successful acrosscountries


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Volkswagen Jetta

Segmentation/Target: Volkswagen Jetta is a car for next generationthat wants style, advanced technology, power, and comfort, all in onepackage. Volkswagen Jetta is here with a classic trend setting design,boundless dynamism and stimulation to attract and appeal car lovers. Thepremium Sedan beauty, Jetta offers unmatched interiors and exteriors to

utitilate your fun nerves.

Positioning: The Jetta is the most affordable German sedan on the road,and its earned a loyal following for its driving dymanics, upscaleappointments and German-engineered safety. With no fewer than 3 trimlevels, three engines and three transmissions, theres a Jetta thats just right

for anyone.


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ANY QUESTIONS !?

THANK YOU

Documents

48812793 CAR PPTmaheshbiswal