WagonR Rechargers V3

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Brand that constantly kept energizing itself Category: Rechargers

Transcript of WagonR Rechargers V3

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Brand that constantly kept energizing itself

Category: Rechargers

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Outline

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Indian Automobile Industry

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Indian Automobile Industry Evolution

1940·s to 1980 

Standard GazelleStandard Herald Premier Padmini

And Sipani Dolphin, CKD jeeps from Mahindra like FC 150. CJ4A, FC260 & CJ500D

Sipani Dolphin HM Ambassador

1983-84 

Until1990

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Nation welcomed the arrival of global

manufacturers across the Automobile

category segments«

Passenger cars and 2 Wheelers were driving the growth

1991, Inflection point for the industry

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Tracking Passenger Car Industry post 90·s

1990 - 2000

The Last decade

  

a¡   

the e¢   tr£  

 ¤   f ¥   l ¤ ¦   al a§   t ¤  ̈   akers

Pre ̈   i §  ̈   l §   x §   r£  

car  ̈   akers: I ¢   dicative ¤   f  ̈   at §   re  ̈   arket

M re er f ra ds & dels have ee la ched ithe past decade tha i the previ s 5 decades

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Lets briefly look at the

passenger car industry in India

Lets briefly look at the

passenger car industry in India

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Indian Passenger Vehicle Industry

Industry ClassificationCar Segment C segment UV segment

All models whose seating

capacity is less than 6

Multi purpose vehicles max

mass not exceeding 3.5 ton

Basis tonnage & seating

Car Segment Sub Classification

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Currently, a highly competitive industry

Brands in various segments

* As on date

C segment Maruti Suzuki (OMNI, EECO), Tata Motors (ACE MAGIC)

A 1 Segment Maruti Suzuki (800), Tata Motors (NANO)

A 2 Segment Maruti Suzuki (ALTO, K 10, ESTILO, A-STAR, WAGONR, SWIFT, RITZ), Hyundai (SANTRO, I 10, I 20), TataMotors (INDICA), Ford (FIGO), Fiat (GRANDE PUNTO), Chevrolet (BEAT), Honda (Jazz), Nissan (MICRA), VW(POLO), Skoda (FABIA),

A 3 Segment Maruti Suzuki (SWIFT D'ZIRE, SX4), Chevrolet (AVEO), Ford (IKON, FIESTA), Fiat (LINEA), Honda (CITY), VW(VENTO), Mahindra Renault (LOGAN)

A 4 Segment Honda (CIVIC), Volkswagen (JETTA), Skoda (LAURA), Toyota (ALTIS), Chevrolet (CRUZE, OPTRA), Mitsubishi(CEDIA),BMW 3 series. Hyundai (ELANTRA)

A 5 & 6

Segments

Honda (ACCORD), Volkswagen (PASSAT), Skoda (SUPERB), Toyota (CAMRY), Nissan (TEANA), Hyundai(SONATA), Volvo S80, , BMW (5,6 series), BMW 6 series, Audi (A4, A5 +), Mercedes Benz (C,E Class),Volkswagen (PHAETON)

UV Segment M&M (SCORPIO, XYLO, BOLERO ), JEEPS, Toyota (INNOVA, FORTUNER, TAVERA, Tata Motors (SUMO, SAFARI,WINGER), RHINO, Mitsubishi (PAJERO + MONTERO, OUTLANDER), Honda (CRV), Ford (ENDEAVOR,TRAX+TRAVELLER, Chevrolet (TAVERA, CAPTIVA)

Offering Plenty of choices across all segments and a wide range of brands

Especially the A2 segment

Nearly 25 models in the A2 segment with 7 major models launched in 2009

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Led by Maruti Suzuki

Need latest industry figures/ charts for

market share

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The decade so far«

Today, WagonR and i-10 are the highest selling cars in A2 segment

A2 segment which comprises of entry level & premium hatchbacks is the

fastest growing compared to other car segments.

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Initial response as expected«

Consumer criticism on the Tall Boy design

Reports which called Santro the Ugly car

A perf orming product:

Indian consumer experience the new way of driving comfort and performance

Gained acceptance in the market and picking up traction in sales

Went on to become second highest selling car in India in 2001

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At our end we knew that..

Zen was an aging brand

And, we have to thwart new comers in our territory

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Hence, Come ¶99 ² first ¶tall boy· from MUL

WagonR - world famous Tall Wagon was in Suzuki Japan·s portfolio since 1993

hit the Indian roads

Had to compete with Santro (which had first mover advantage without affecting its sibling)

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WagonR highlights

Showcase product shots & distinguishing

features

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WagonR overtaking Santro«

Santro had a tough start

but soon picked up sales

Selling over 6000 in µ99-00

1999 to 2000

WagonR faceliftSmart looks 

Mar¶03

Minor changemore confident & smart 

Jul¶06

WagonR had humblebeginnings

Jan¶00

May¶10

Major changecomfy & stylish 

WagonR

taking over

WagonR clocking

steady rise

Santro showing

a decline

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WagonR- Continuously evolved with time

1999 ² Brand Introduction

2003 ² Minor model change

2007 ² Facelift (New WagonR), Duo

2010 ² Major Model Change

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Initial years1999 ²First Tall Boy from MUL

Car full of IdeasProduct Support : Great on utility

2000 & 2001

Challenge boredom ²·00

Feel at home ²·01

2002

Interesting People ²Inspired Engineering

Positioned as India·s first MAV

 Initial response

Lesser than expected off-takes,

Lukewarm response towards car (box),

Positioning as MAV did not fit in as

planned

 Prompting for makeover &

change in stance

Targeting consumer basis PsychographicsInteresting people ² Famous campaign

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Turning point for WagonR2003 ²First Minor Change

2004-2006 For the Smarter Race

Times ² They sure are changing

2007 ²Facelift Campaign,LPG Duo

Change to a new optimism

 Brand ta e off (Product upgrades and market factors)

Gained traction in sales and consumer

response

Rising to a leadership position

Move from MAV positioning to ¶SMART· as a proposition(Smart and Informed buyer)

Birth of smarter Race

Introduced India·s first dual fuel option

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But there came a challenge in 2008

 WagonR ² The ¶OLD WAR HORSE· seen as an aging brand

 Fast increasing competition and contemporary products

 Smart as a proposition getting harder to leverage

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Need to revitalize the brand«

Why?

 Regain the ¶leadership· stance in the segment

 Reinforce the brand values and sharpen positioning

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How did we do it?

Largest selling car in its segment

Pioneered Tall Boy Design

First in Class Dual Fuel Car

First to segment safety features (ABS & SRS)

JD POWERS APEAL AWARDS

2008TCS Award 2008

CNBC Awaaz Award 2008

Factsheet Awards

Looked into the brand kitty

 Reinforced the WagonR being a PIONEER and a LEADER 

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But, SMARTNESS was the core value

 Therefore, added LEADERSHIP as a new dimension to smartness

Core Value:SMARTNESS

Leadership SMARTLEADER 

 New communicationPlatform for the brand

And we had the largest selling car pioneering in several aspects

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But, we introspected again

 Hence the shift to a sustainable proposition

Intent: Transition from fact based leadership to thought leadership

The stance was basis facts likes saleswhich will only serve as a tactical

approach.

Needed a long term view for the brand

WagonR as we know was not just a leader in form but in spirit was well«

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Furthering the brand assets

Smart thinker and actor

First mascot in the automotive

Mr. Wiser

Creating a national property

on THOUGHT LEADERSHIP

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WagonR stamped its authorityas a leader«

Since its launch in 1999, Maruti has sold about 8.5 lakh units of the WagonR.

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But times are a fast changing«

Increased aspiration levels

Rise in esteem and status needs

Becoming more self-expressive

Need for Style & Sophistication

Need for Experience andIndulgence

 Consumer expectations

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Circa 2010«The All New WagonR

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Voice of the consumer«

* Basis Findings and inferences of the product clinic

 The new Car seen as a CONTEMPORARY offering

 Key difference: Level of detailing and finishing

Additional dimension of LUXURY feel

 However, univocally still seen as a ¶SMART· offering from MSIL

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What should be the launchplatform for the new WagonR?

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Inherent Brand associations ²

The new campaign thought«

SMARTNESSSMARTNESS

LEADERSHIP

POPULAR 

Birth of the ¶blue eyed boy·

Leveraging popularity (favorite car) and the need to build Aspiration beingsupported by the added dimension of luxury in the product

Describes the feeling of being the center of attraction and adulation that

the consumer experiences because of the SMART choice that he has made.

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The Blue Eyed Boy

Bold & Aggressive

Fresher &Cur vier!!

More Muscular 

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Thank you