STRATEGIC PLANNING

Revival and Repositioning of AMBASSADOR

 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.
MAJOR MANUFACTURERS IN AUTOMOBILE
INDUSTRY
 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
 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.
 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.
 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).
 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
– City (kpl) : 8.7
– Highway (kpl) : 12
– Overall (kpl) : 9

• Interior Dimensions
– Seating capacity : 5
– Fuel capacity (litres) : 45
 SPECS AND FEATURES
• 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
 AVAILABLE COLOURS

• Francoise White
• Thurston Grey
• Symphony Gold
• Kielder Green
• Sherry Red
• Crystal White
• Forest green
• MB Ivory
• Black
• Grotto Blue
 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
 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
 COMPETITORS IN THE SAME PRICE
CATEGORY

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

* The links to the competitor’s advertisements are attached separately

 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

 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)
 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
 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
 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
 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
 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
 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

 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
 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
 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
 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
 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
 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
 THANK YOU!

SUBMITTED BY:
SUMEDHA SACHDEVA- 133
DEBANKUR ADHIKARI- 183
BATCH 2010
MBA (ADVERTISING)