Marketing new product launch,stp
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NAME OF PRESENTATION
Segmentation Targeting & PositioningGroup-7contentsIndian market overviewSurveyProduct launchSTPMarketing MixCompetitor AnalysisSWOT Analysis
Indian car market overviewIndia represents one of the worlds largest car markets.Easy availability of finance and rising income levels are encouraging the middle class population to choose from the vast range of passenger vehicles.Indian car market overviewThe Indian auto industry has been recording tremendous growth over the years and has emerged as a major contributor to Indias gross domestic product (GDP). The industry currently accounts for almost 7 per cent of the countrys GDP and employs about 19 million people both directly and indirectly.
Indian car market overview
Indian car market overview
Indian car market overviewCars belonging to segment A has huge sales as shown in previous slide.So there is a huge market potential in this segment due to mainly :Foreign automakers not focused on Indian wants. Indian preference- cheaper small cars than sedans or SUVs. The untapped potential of rural markets- The appetite for cars in rural areas has grown tremendously in recent years, and already accounts for 30 percent of the total market.
SurveyA survey was conducted among youth aged between 20-30.Q.1. would you prefer a car over bike if available for 1 lakh rupees?Q.2. would you buy a car for 1 lakh as your first car or 2nd car?
Q.3.Rank in order of your priority
Product LaunchToyo Motors India pvt.ltdWe are proud to present you..
All new 2014TOYO IQ ... Intelligent peoples buy!SpecificationsBodytype Hatchback(3 door)Fuel type:Petrol/Electric(Hybrid)PerformanceMaximum speed (km/h)-1500100 km/h (secs)-14,7SafetyFront airbagsABS
Passenger Capacity:4BrakesFront brakes-Disc Rear brakesDrumEngineNumber of cylinders-3 valve mechanism-12 Valve DOHC Chain Drive Fuel system-MPFI(Multi-port fuel injection)Displacement (cc)-998
Mileage:32km/l-Highway26.5 km/l-cityPower steeringPower windowTransmission-Automatic/5-speed manualAvailable in colors:
SegmentationToyo IQ is an entry level hatchback mainly for middle income and people looking for a 2nd car buy.Targeting Toyo IQ is targeted at the youth and the people living in rural India.PositioningToyo IQ is positioned as an economical fuel efficient car with quality built with lots of features that are mainly available in high end cars. So the tagline: Intelligent peoples buyMarketing MixProduct: A true head turner with stylish and sleek design with loads and lots of features to boast about and suitable for youth and family .Price: a highly competitive price in the segment no other car can claim. Priced at 1 lakh rupees. The deal breaker of the century .Place: Toyo plans to have extensive dealership opened all over India to cater both the cities and rural area equally.Promotion: There is already a Buzz about 1 Lakh car so word of mouth publicity, advertisement campaigns with regional stars focused at each state and also online promotions, zero interest loans for 1st 10,000 customers.Competitor analysisTata Nano - Specifications Mileage:- 20 km/l Fuel tank:- 15 l Engine:- 624 cc Ground clearance:180mm Gear box:- 4-speed
PriceQualityFuel economySuitable for all Indian conditionsPowerful engine and performanceManual/automatic transmissionHybrid fuelWeakness:
Only 1 variant available in the market3 doors
OpportunitiesDiesel engineMore variantsExport
ThreatsComparison to NanoTax increase by governmentNew policies by governmentNew competitors