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Strategic Marketing Framework

Part 1 of 2

Group No: 3

(AU, Jan 11-13, Section A)

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Contents:

A. Background Review1. Sector Review

2. Corporate Review

3. Graphical Outline

B. Gap Analysis1. Industry constraints

2. Competitor Weaknesses

3. Untapped Customer Trends

C. Finalization & Launch1. Product Mix & Name Finalization

2. Launch Ad

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Part A: Background Review

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Part A-1: Sector Review

Sector in Focus: AUTOMOBILES

(Hatchbacks)

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Background Information on Sector

Overview of industry:

1942- Hindustan Motors

1960 -Tata Motors1982 -Maruti Suzuki

Competitive Structure:

Leader- Maruti Suzuki

Challenger-Hyundai

Niche-Nissan

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Background Information on

Sector.Contd.

Key Drivers:

Economic Growth

Huge untapped market Fuel Efficient

Stage of market evolution:

Growth

Change in lifestyle

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Background Information on

Sector.Contd.

Three future trends in the sector:

Collision Warning Cruise Control

Climate control

Parking/Reverse Assistance

Hybrid cars

Keyless Entry & Ignition

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Part A-2:C

orporate Review

Company in Focus: Maruti Suzuki

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Background Information on Company

Marketing Mix, segment and USP:

Product: ALTO

Price: 2.32-3.28 lakhs Place: All over India

Promotion: Attracting 24.5 lakhs from BFSI by

offering additional discounts

Customer Segment: Middle income, Age 30-40 yrs

USP: Price, Fuel efficiency & Reliability (An

affordable family car)

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Background Information on

Company.Contd.

Strengths and weaknesses in the value chain:

Strength Weakness

Technology: K series engine Low PowerProduct Design: Simple & Compact Less comfort

Manufacturing: Low Cost Less Automated

Marketing: Family Car Unattractive

Distribution: 790 Sales point Scope to develop

Service: 2886 Service center No mobile

Service station

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Background Information on

Company.Contd.

Barriers to restrict competition:

Wide distribution/service network

Economical & A

ffordable

Companys reaction to future trends:

Launching CNG/LPG variants

Include ABS & Airbags

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Part A-3: Graphical Overview

Sector and Corporate

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Outline of Sector and Company

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Part B: Gap Analysis

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Part B-1: IndustryC

onstraints

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Industry Constraints

Constraint 1:

Service Infrastructure

Constraint 2: Availability ofskilled labor

Constraint 3:

Standardization of

product

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Opportunities in Industry Gaps

Opportunity 1:

Mobile Service Vans

Workshops on Highways Opportunity 2:

Training institutes

Potential recruitment at all levels

Opportunity 3:

Unified Vehicle technology

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Part B-2:C

ompetitor Weaknesses

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Competitive Weaknesses

Weaknesses (Leader) Weakness 1:Less safety

Weakness 2:Less comfort

Weakness 3:Low technology

Weaknesses (Challenger) Weakness 1:Expensive

Weakness 2:Less spread distribution channel

Weakness 3: Awareness

Weaknesses (Niche) Weakness 1:Costly

Weakness 2:Availability

Weakness 3: Less fuel efficient

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Opportunities in Competitor Gaps

Opportunity 1:

Increase leg room

Opportunity 2: Warranty Extension

Insurance ofmajor parts

Opportunity 3:

Reuse of lost energy while braking

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Part B-3: Untapped Customer

Trends

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Untapped Customer Trends

Trend 1:

Change in vehicle technology

Trend 2: Proliferation ofmodels & variants

Trend 3:

Need for improved customer service

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Opportunities in Untapped

C

ustomer Trends Opportunity 1:

High performance CNG/LPG cars

Vehicle information system, medical assistance

Opportunity 2:

Increase vertical and horizontal line

customization

Opportunity 3: Database maintenance and customer feed back

24/7 service, car pick and drop service

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PartC

: Finalization & Launch

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Part C-1: Product Mix & Name

Finalization

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Product, Mix and Name

Finalization Product Finalization 4 Ps and USP

Price: 3.5-5.0 lakhs

Place: tier-1 and tier-2 including six metros

Promotion: Holiday trip for family or Free insurance USP: low price, fuel efficient and latest technology

Customer segment Upper middle income group(6-7 lpa), age: 28-40

Independent working class(4-5 lpa), age:25-35

Upper class dependent students (parents income7-10 lpa),age: 19-25

Brand name and logo

FIERCE

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Logo

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PartC

-2: Launch

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Launch Ad

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End of Framework Part 1