MARKETING PRESENTATION

LAUNCHING A NEW
PRODUCT
INDUSTRY-PASSENGER CARS
GROUP-1
ANCHAL SHARMA (113009)
SURYA SAXENA (113051)
AKSHAY GROVER (113006)
BHAWNA SHARMA (113011)
SACHIN GARG (113040)
RAHUL SONI (113035)
 CONSUMER SURVEY

 O n a n a l y z i n g t h e d a t a f r o m t h e s u r v e y,
Needs of consumers:

 Fuel Efficiency
 Cabin Space
 Low Maintenance Cost
 More Boot Space
 Infotainment System
 Miscellaneous features: Security features-ABS, Airbag,
Auto-climate Control, Automatic transmission
 PREFERRED CAR BRAND

 Honda comes across as the most desirable car brand due to the halo effect of the
resounding success of the Honda City (an entry level sedan) in the Indian market.
 Apt for Honda to leverage the brand’s aspirational value and launch an affordable
hatchback targeted at the mass market and position below its premium hatchback
Jazz in terms of pricing
LEVEL OF RESEARCH DONE BY
CONSUMERS
 THE TOP THREE FACTORS WHICH
INFLUENCE PURCHASING DECISION

 Price
 Brand Name and after sales service
 Financing options
WHY PURCHASE THE PRODUCT
(HATCHBACK)?
Daily commute to workplace, college etc.

Social Events such as birthdays,

weddings etc.

Safety, comfort and convenience while

travelling.

Family car and inter-state travels with family

and friends
DEFINED STAGES IN THE PURCHASE
PROCESS?
 Identifying needs such as purpose of purchasing a car.

 Level of Research: - consumers consider cars as a high involvement good.

 Comparing Alternatives: - available alternatives on the basis of fuel efficiency,

Maintenance Cost, After sales service etc.

 Purchase Decision: - Once, the car buyer concludes the research and evaluation of the
alternatives, he/she proceeds with the final purchase decision and buys that car which
meets his/her criteria most effectively.

 Post Purchase Behavior: - The post purchase behavior of a car buyer is determined by
the ease of availability and expenditure on after sales service.
 ROLES IN THE PURCHASE PROCESS

Initiator Influencer Decider Buyer User

• Consumer • Dealer or • Bread • Bread • Consumer

himself Salesperson earner earner himself

• Family • Wife/kids • Head of • Parents, in • Family

members the family case of members
• Consumer students
himself • Consumer
himself
SEGMENTATION AND TARGETING

 BASIC NEEDS:-

 Fuel Efficiency
 Cabin Space
 Maintenance Cost
 Safety & Comfort
 Clustering
 Cluster 2: Those who look for extra features
 Cluster 1: Those who look for basic features

 Demographics
 Demographics
 Age: 22-32
 Age: 23 to 32
 Gender- Mostly male
 Gender- majority are male
 Family Size- 4-5
 Family size- of 4-5
 Income- between 8-12 lakhs
 Income- 4-8 lakhs.
 Lifestyle
 Lifestyle
 more outdoor oriented
 travelling more than 100 Km a
day  looking for Roadside/On call service
assistance , Service Centre network
 Service class, Middle class
 Middle, higher-middle, upper class
 Looking for After Sale Services
 Majority of them prefer petrol over diesel
 Media habits:
 Media habits:
 High level of engagement in
traditional media i.e. through  Very high level of engagement and
TV at home and social media. responsiveness on social media platforms
and TV Network
 Low level of engagement
and responsiveness on print  Low level of engagement on traditional
media. media sources like newspapers.
Targeting
Introducing…..
 COMPARISON WITH COMPETITION
Maruti Swift Hyundai Grand i10 (1.2 Honda Flair
(Lxi/Ldi) Era)

Displacement(cc) 1197 1197 1197

Automatic Transmission No Yes (4-Speed Yes (5-Speed

Automatic Transmission) Automatic Transmission)
We have compared certain features
 Displacement
Price Range Diesel – 6 to 7.5 Diesel – 5.7 to 7.3 lkhs Diesel – 6 to 7.5 lkhs  Type of transmission
lkhs Petrol –4.5 to 7 lkh Petrol – 4.5 to 6.3 lkh
Petrol – 4.8 to 6.5
 Price
lkh  Mileage
Mileage 20.40 km/l 18.90 km/l 22 km/l  Maintenance Cost
Cost of Maintenance Low Medium Low  Flexibility of Customization
Cruise Control and Auto No No Yes
Climate Control

Customizable Interiors No No Yes

and Exteriors
 KOTLER’S 5 LEVELS OF PRODUCTS
Potential
• Alternative Fuel Augmented
technologies such • Automatic/Manual
Potential Transmission.
as CNG & Hybrid.
• Bio-metric push • Security Features such
Start/Stop. as airbags ,ABS & disk
Augmented brakes.
• Faster and Efficient
variants with mode • Stylish and
switch technology. customizable
Expected aesthetics – Exterior &
Interior.

Expected
Basic
• High Fuel Efficiency
• Low maintenance Basic
cost • Safety
• After Sales Services • Comfort
• Easy Commuting
Core
Core
• Mode of
Transportation.
 POSITIONING
Identifying Target Markets

The primary target group is the 23-35 age group- students and young working professionals
Who demand-

Fuel Efficiency ,After Sales Service, Infotainment System, Safety (Airbags, ABS,
EBD etc.)
Cruise control (Eco and City), Auto Climate Control, AMT gearbox
wheel base covers, spoilers, roof rails, chrome finish grille, body paint coloured
door handles.

The other target group-people in the middle age who intend on buying a second car which is
more budget friendly. key features they seek:
Fuel Efficiency, After Sales Service, Safety (Airbags, ABS, EBD etc.)
 BRAND MANTRA: Fun, Exciting,
Utilitarian & Affordable Hatchback.
Feature-loaded hatchback, offering good value for money and targeted at the
masses.
Points of Parity (P.O.P.s):
 Fuel Efficiency
 Low Maintenance Cost
 Good After Sales Service
 Basic Safety Features
Points of Difference (P.O.Ds):
 Aesthetic features such as DRLs, roof rails
 Comprehensive Security Features (including ABS & EBD as standard)
 Convenience Features (Cruise & Climate Control, Automatic Gearbox,
electronically foldable ORVMs etc.)
 CREATIVE STRATEGY OF
COMMUNICATIONS:
PHASE 1: TEASER CAMPAIGN

 Visuals depicting just the silhouette, headlamps/DRLs and the taillights of the car.
 Campaign to be launched across multiple media channels including TV,
Outdoors (Billboards), Print (Newspaper) and social media.
 Small Honda Kiosks (automated) at strategic locations receiving high footfall
(malls, metro stations etc.) that shows the teaser ads to engage people with the
help of tablets.
PHASE 2: UNVEILING CAMPAIGN

 Visuals unveiling the exterior and interior of the car and the
distinctive features such as Automatic Transmission, DRLs,
Infotainment system etc. and declaring the opening of Bookings.
 Campaign to be launched across multiple media channels
including TV, Radio, Outdoors (Billboards), Print (Newspapers,
Magazines etc.) and social media.
 Larger Honda Kiosks with a display car at strategic locations such as
malls.
 Sponsoring events that attract the primary TG (youth) such as music
concerts, food festivals etc.
PHASE 3: INFORMATION DISSEMINATION

 Campaign’s emphasis on spurring bookings both online (e-

commerce portals) as well as offline.
 Visuals containing requisite information about the pricing, features,
fuel efficiency etc.
 Campaign to be launched across multiple media channels
including TV, Print (Newspaper, Magazines etc.) and social media.
 Inviting Automobile Forums, bloggers (CarDekho, AutoCar etc.) to
test drive the car and share their feedback.