Tina Heide's presentation from the Healthcare DENMARK Ambassador Summit
Marketing presentation ambassador
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Transcript of Marketing presentation ambassador
HINDUSTAN MOTORS - AMBASSADOR
HINDUSTAN MOTORS - One of the original car manufacturers in India,
founded in 1942 by Mr. B. M. Birla.
Ambassador was a leader in car sales until the 1980s and before liberalization in
India.
AMBASSADOR - It has been in production since 1958 with few
modifications or changes and is based on the Morris Oxford III
model, first made by the Morris Motors Limited at Cowley,
Oxford in the United Kingdom from 1956 to 1959.
Ambassador was considered as a definitive Indian car and was
fondly called "The king of Indian roads".
LEGACY
In 1980’s and mid 90’s a man getting out of a Ambassador was
easily assigned to a social status. He was either in public service or
a politician. All the government vehicles were Ambassadors for the
good part of pre-2000 era.
It was the first car to be manufactured in India, only automobile to ply Indian roads
for more than five decades, had carved a special niche for itself in the passenger car
segment.
Dependability, spaciousness and comfort factor made it the most preferred car for
Indians till 1980’s.
The Ambassador's time-tested, accommodating and practical characteristics made it a
truly Indianised car.
WHAT MADE IT CLICK
Ambassador was not up-to the mark in design and performance compared to
other segments of its competitors in the market.
Against the standard output of 8-10 cars per employee per annum, the plants
output was as low as 3 cars per employee.
It just failed to re-invent, align with the audience and update its external
features.
The weight of the car would probably be the same as any modern sedan but
lacks in evenly distributed weight and does not provide appealing contours and
drivable dimensions.
Limited advertising campaign by HM.
What Went Wrong
Product – The product itself had some major issues, which if resolved
would have saved the company from its doom.
Price – Since price is often considered a proxy for quality and vice-versa,
the company failed to judge the market and price its products competitively,
esp. against the new competitor, Maruti Udyog Ltd.
Promotion – The company did not advertise its USP correctly and thrived
on word-of-mouth publicity.
Place – Ambassador was never available as freely as its competitors’
products, with not more than one dealer in the sub-major cities.
Strategic Failures
Segmenting – The segmentation of consumers was not done, the same product
was being offered to everyone in the market.
Targeting – In the 80’s and 90’s targeting was done mainly towards government
institutions and cab companies and not general public. Later on many ambassadors
were used for cab purposes and moved out of consumer segment.
Positioning – Positioned as a government or commercial vehicle only.
Rattling sounds and rusting was a common problem faced by its
owners.
The fall of Ambassador from a leadership position to a marginal
player is a classic case of marketing myopia
STP Issues
REVIVAL – THE ROAD AHEAD
Marketing mix for revival
•Channel•Inventory•Logistics•Distribution
•Advertising •Sales force•Publicity•Sales promotion
•List Price•Bundling•Credit terms
•Functionality•Brand•Packaging•Services
Product Price
PlacePromotion
PRODUCT
FUNCTIONALITYBetter Performance
Better Fuel Economy
Reliability
FEATURES
Revamped, lavish Interiors
ABS, EPS, Power Windows, Air
Bags, Climate Control
CONCEPTTechnical advancements while retaining
the Old World Charm
AVAILABILITYEasy Availability through a widespread,
easily accessible dealer network
PRICE
LIST PRICE Aggressive pricing strategy keeping in mind the competition
BUNDLING Providing customers with accessories at a discounted price .
CREDIT TERMSCollaboration with financial institutions
to provide financing facility to the customers.
PLACE
CHANNEL Zero Level , One Level
INVENTORY Readily available spares, minimize waiting period if any
LOGISTICSTimely delivery of vehicles and spares from plant to showroom to customers
DISTRIBUTIONIncreased number of
dealerships, especially in the metro and Tier 2 cities
PROMOTION
ADVERTISING Print and electronic media including the Internet
SALES FORCE Build an efficient sales force, one that is incentive driven
PUBLICITYOrganize events such as group drives, owners’ get-togethers,
competitions etc
SALES PROMOTION Promote sales amongst the right target audience.
Strategies to Follow
TARGETING - Target niche customers in each segment of the market by launching price based models for different interest groups for e.g. Ambassador MINI, Ambassador Coupe, etc.
The company has to launch a new, aggressive ad campaign enabling it to cash in on the royal, old world charm that the ambassador was launched with.
Fuel variants keeping in mind the current automobile industry.
Other Measures Project home-ground advantages over foreign players.
The company should adopt advanced technology engines that provide
better performance and at the same time comply with the latest emission
norms.
Cash in on its pre-liberalization image of “Maharaja of the Road”.
Provide an option to the customers to get personalized cars a-la Rolls-
Royce.
Royal…Vintage…Undiscovered
Ambassador Wine..
"Who loves
not wine,
woman and
song,
remains a
fool his
whole life
long.“-
Martin Luther
We drink beer to party and champagne to celebrate, but we drink wine for the wine. It is an art form with its own vocabulary and rules of etiquette.
What name can better define Wine than Ambassador…
It’s Royal, It’s Vintage, It’s Smooth, It’s “THE Ambassador”
Ambassador Wine
From the best vineyards in the worldPacking, not only attractive but preserves the quality of wine.Best techniques, authentic pressing and fermenting vessels.As smooth and old as it can get.
Drinkers worldwide are spending half a trillion dollars a year on wine and spirits.
Global wine sales boom despite crisis Its no longer wine from New World.A New World is being born — mainly China and IndiaThe London-based International Wine and Spirit Research
group (IWSR) ranks China as the world’s seventh largest grape-based wine producer, and domestic production is increasing with government support for the new vineyards.
In India, consumption increased by 170% from 2004 to 2010, and total surface area under vines doubled between 2007 and 2010, with predicted expansion of another 56% by 2014, according to IWSR.
Why wine?
Product Price
Place Promotion
Marketing mix for Ambassador wine
Wine makes
every meal
an occasion,
every table
more
elegant,
every day
more
civilized.
Product – The Ambassador Wine
•To establish a
point of
difference in
the consumer’s
mind , that can
clearly connect
with the brand.
• Because its
regal and
Luxurious
product, prices
are set in a
higher range.
Price
•The Supremacy of
the Wine and for
that matter of the
Brand
“Ambassador” itself
says that the place
should be classic,
royal and
aristocrat.
•Apart from being
served at luxury
Hotels, restaurants
and dedicated
outlets, one can
enjoy it at Café
Ambassador.
Place
•Consumer
targeting is
essential and it
is also
important that
message
caters well.
So
Ambassador
wine targets
mostly
connoisseurs
keeping its
class and
elevated state
in mind.
Promotion
AD CAMPAIGN FOR “AMBASSADOR”
THANK YOU