8/14/2019 Shift in Marketing Strategies in Automobile Sector

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B Y ; 

H I M A N SH U K U M AR  

P R A T EE K J AI N  

L I K H I N GU P T A

AM AN D E EP K AU R  

D E E P T I A GA R W A L

SHIFT IN MARKETINGSTRATEGIES IN AUTOMOBILE

SECTOR 

8/14/2019 Shift in Marketing Strategies in Automobile Sector

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 AUTOMOBILE INDUSTRY 

 —  Automobile is one of the largest industries in globalmarket. Being the leader in product and processtechnologies in the manufacturing sector, it has beenrecognized as one of the drivers of economic growth

 —  As India's transport network is developing at a fast pace,Indian Automobile Industry is growing

 — Indian Automobile Industry includes the manufacturingof trucks, buses, passenger cars, defence vehicles, two wheelers.

 — The two-wheeler industry is dominated by companieslike TVS, Honda Motorcycle & Scooter India (Pvt.) Ltd.,Hero Honda, Yamaha, Bajaj, etc.

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TWO WHEELER SECTOR 

 — The Indian two wheeler contributes the largest volumesamongst all the segments in automobile industry.

 — Due to change in strategic policies, two wheeler sectorhas changed significantly.

 — Bajaj is the first Indian automobile company 

 — Hero Honda Ltd is the World’s single largest two wheelercompany and also most successful joint venture worldwide.

 — India is the second largest two-wheeler market in the world

 —

300 million Indian middle class consumers. — Rising levels of per capita income of people, the Indian

two wheeler market offers a huge potential for Growth

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CHANGE IN HERO HONDA’S STRATEGY 

 — Company now focusing Young Age — Positioning through FAITH, “Desh ki Dhadkan” that

means it is a member of Indian family  — Tangible offer to the market, which includes the product

quality, design, features, branding and packaging

 — The management decide to fix the price at thecompetitive and affordable level to be in range of common men

 — Many regional offices are in most of the cities of country and availability of variety of products there

 —

The company provides good services facilities to itscustomers through dealer’s service station.

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 — Dealers encourage its customers by giving discount,providing 0% interest loan schemes, prices, couponsetc.

 — Company focus on Fuel Strategy, Performance, Style

and Value Added Products

 — Company always innovate, theme and technology according to demand of consumers Ex- SPLENDER to SUPER SPLENDER to SUPER SPLENDER+

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SLOGAN STRATEGY 

 — CD-100 : Fill it, shut it, Forget it.

 — CD100SS : Tough and Rugged.

 — Splendor : Designed to Excel.

 —

Street Smart : License to enjoy. — Passion : When style matters, Bike born in

studio not in factory.

 — CBZ : Motorcycling Unplugged.

 —

Hero Honda : Leading the way.

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CHANGE IN BAJAJ’S STRATEGIES

 — Bajaj is always known for its outstanding ads over the periodof time.

 — Bajaj pulsar make an image of that there bike is only for guys.Through his Definitely Male Campaign they shows behave of a

 young guys. This Advertisement helped lot Bajaj to create

 brand positioning. — Bajaj had changed its brand logo along with its punch line i.e

‘Hamara Bajaj’ got converted to ‘Inspiring Confidence’. Thereason for this change as told by the company officials was tokeep pace with the new technologies in the fast moving world.

 — Brand image create by Bajaj through his pro bike showroom which display his premium bikes range such as pulsar 220, Avenger, Pulsar 180 etc.

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 — Bajaj introduced DTSitechnology upgrading itsalways successfulPULSAR 150cc and180cc. Though Bajaj had

changed its identity itstill dominates for itscreativity in ads.

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CHANGE IN STRATEGY OF TVS MOTOR COMPANY 

 —  With the Apache, TVS is now set to redefine the 150 CCsegment. With this launch TVS aims at strengthening itsposition in the premium segment of the motorcycle

 — The `Victor' ride: The sharp spurt in motorcycle sales volume has been the key driver of revenues

 — TVS Motor had signed up Sachin Tendulkar as its brandambassador

 — Since dealers are the first customers, a comprehensivedealer management system (DMS) is being introduced toimprove dealership sales and services processes

 — company has been using television as a major role for itspublicity