Marketing Strategies of an Automobile Assembler Company

Submitted To Submitted by: Dr. saroj Datta (Director) Pankaj kumar shukla

Prof.. Vinay jha G1 ( 068)

Prof. Ripudaman Gaur

History

The first car ran on India's roads in 1897.

Until the 1930s, cars were imported directly, but in very small numbers.

* 1897 First Person to own a car in India - Mr. Foster of M/s Crompton Greaves Company, Mumbai* 1901 First Indian to own a car in India - Jamshedji Tata* 1905 First Woman to drive a car in India - Mrs. Suzanne RD Tata

About Automobile Industry

In recent years the automobile industry in India has grown by leaps and bounds.

In India it is one of the largest in the world and one of the fastest growing globally.

The Indian Automobile Industry is manufacturing over 11 million vehicles and exporting about 1.5 million every year.

About 91% of the vehicles sold are used by households and only about 9% for commercial purposes.

Two wheelers with a market share of over 76.49%, passenger cars with a market share of about 15.96% &Commercial vehicles and three wheelers share about 7.55% of the market between them.

In 2009, India emerged as the fourth largest exporter of automobiles.

Automotive Companies in

India Major Multi-national companies

Major Indian Companies

Top.Automobile Players in India

Maruti Suzuki India Limited

Hyundai Motor India Limited

Tata Motors

Mahindra & Mahindra Limited

Hero Honda Motors Limited

Bajaj Auto

General Motors India Private Limited

Honda Siel Cars India Limited

Toyota Kirloskar Motor Private Limited

Hindustan Motors

Maruti Suzuki India Limited

Maruti Suzuki India Limited is leading the automobile industry in India for quite a longer number of years.

The company began its journey in the year 1981 with its name as Maruti Udyog Limited.

The company began to attract the market when it introduced its popular four-wheeler model Maruti 800.

It got its present name in the year 2007.

Market Share: Passenger Vehicles 46.07%

Board of Directors\

Mr. R. C. Bhargava Chairman

Mr. Shinzo Nakanishi MD & CEO

Mr. D. S. Brar Director

Mr. Osamu Suzuki Director

Mr. Shuji Oishi Director (Marketing & Sales)

Mr. Tsuneo OhashiDirector & Managing Executive

Officer (Production)

Hyundai Motor India LimitedCompany was founded in the year 1998 and it is second largest car manufacturing company in India

Was established as a subsidiary of auto giant of Korea, Hyundai Motor Company.

The company captured the hearts of Indian car lovers with the introduction of its Santro car model.

Market Share: Passenger Vehicles 14.15%

Chung Ju-yungThe founder

and honorary chairman of

Hyundai Group till 2001

Tata Motors

Tata Motors holds the third position in the automobile industry

The company has occupied the first position in the commercial car manufacturing section.

In the luxury car segment, the company has a market share of 6.4%

In case of multi-utility vehicles, its market share is 31.2%.

Board of Directors

•Ratan N Tata, Chairman • R Gopalakrishnan •Director •Ishaat Hussain Finance Director •RK Krishna Kumar •Arunkumar Gandhi

Mahindra & Mahindra Limited

Mahindra & Mahindra Limited is the flagship company of the Mahindra Group.

The company was set up in 1945 in Ludhiana as Mahindra & Mohammed by brothers K.C. Mahindra and J.C. Mahindra and Malik Ghulam Mohammed.

The company changed its name to Mahindra & Mahindra in 1948.

Mahindra & Mahindra is a major automobile manufacturer of utility vehicles, passenger cars, pickups, commercial vehicles, and two wheelers.

The company competes in the passenger car segment through another joint venture subsidiary Mahindra Renault.

Market Share: Commercial Vehicles 10.01%, Passenger Vehicles 6.50%, Three Wheelers 1.31%

Board of Directors

Keshub MahindraChairman

o Bharat DoshiExecutive Director

o Dr. Ashok GangulyDirector

o Nadir GodrejDirector

o Arun DasguptaDirector

o Anupam PuriDirector

o

Hero Honda Motors Limited

Is a collaboration between Honda and Hero Group is one among the largest two-wheeler manufacturers in the world and company holds the pride of introducing the most lovable motor cycle model called Hero Honda Splendor.

“Hero” is the brand name used by the Munjal brothers for their flagship company Hero Cycles Ltd.

A joint venture between the Hero Group and Honda Motor Company was established in 1984 as the Hero Honda Motors Limited At Dharuhera (Haryana District) India.

In December 2010, the Board of Directors of the Hero Honda Group have decided to terminate the joint venture between Hero Group of India and Honda of Japan in a phased manner.

Hero Group bought the shares held by Honda.

In August 2011 the company was renamed Hero MotoCorp with a new corporate identity.

Market Share: Two Wheelers 41.35%

Board of Directors

• Dr. Brijmohan Lall Munjal(Founder Director & Chairman)

• Mr. Pawan Munjal(MD & CEO)

• Mr. Sunit Kant Munjal(Non- Executive Director)

• Mr. Paul Edgerley(MD in Bain Capital)

Bajaj Auto

After Hero MotoCorp, Bajaj Auto is the second largest motor vehicle manufacturing company in India and fourth largest in the world.

Bajaj auto is a subsidiary of the world famous Bajaj Group.

Started by Jamnalal Bajaj from Rajasthan in the 1930s.

Bajaj Auto makes and exports automobiles scooters, motorcycles and the auto rickshaw.

Market Share: Two Wheelers 26.70%, Three Wheelers 58.60%

Board of Directors

•Rahul Bajaj(Chairman/ Chair Person) •Rajiv Bajaj(Managing Director)

•Kantikumar R Podar(Director) • D J Balaji Rao(Director)

General Motors India Private Limited

General Motors India Private Limited is a subsidiary of the giant in automobile industry known as giant General Motors.

It is an American multinational automotive corporation headquartered in Detroit, Michigan.

Founded in 1908, General Motors Corporation, one of the world's largest vehicle manufacturer, designs, builds and markets cars and trucks worldwide.

Daniel F. Akerson

GM Chairman and Chief Executive Officer)

Honda Siel Cars India Limited

This company is joint venture between an Indian company called Siel limited and Japanese company Honda Motor Company ltd., which began its journey in the year 1995.

It currently is the 8th largest car maker in India after Maruti Suzuki, Hyundai, Tata, Mahindra, Chevrolet, Ford and Toyota.

Mr.Takashi Nagai .Chairman & CEO

Toyota Kirloskar Motor Private Limited

Is a joint venture between Kirloskar Group and Toyota Motor Corporation belonging to Japan.

It currently is the 7th largest car maker in India after Maruti Suzuki, Hyundai, Tata, Mahindra, Chevrolet, and Ford.

Toyota Motor Corporation entered India in 1997 in a

joint venture with the Kirloskar Group. Toyota Lexus Scion

Akio Toyoda.Chairman & CEO

Hindustan Motors

Hindustan Motors are the manufacturers of the great car, which can still be found in Indian roads named as Ambassador.

Hindustan Motors is an automobile manufacturer from India.

Founded in 1942 by Mr. B.M. Birla

It is part of the Birla Technical Services industrial group.

Ambassador car, widely used as a taxicab and as a

government limousine. Mr.C. K. Birla, Chairman

About automobile market

After de-licensing in July 1991 has grown at a spectacular rate on an average of 17% for last few years.

Auto industry is likely to clock a turnover in the range

of Rs 2,04,000 crore to Rs 2,10,000 crore in 2011-12 Domestic car sales in August went on a down-slide, with the big three makers -- Maruti Suzuki India, Hyundai Motor India and Tata Motors.

In July this year, domestic passenger car sales had fallen for the first time after 30 months of continuous growth, registering a 15.76 per cent decline

, up by 12-15 per cent.

C:\Users\abc\Downloads\Ant Videos

Source

http://entrance-exam.net/top-automobile-companies- in-india/

www. maruti suzuki.com/

www. toyota bharat.com/

www. bajaj auto.com/

www. heromotocorp .com/

www. hyundai .com/in/en/main/

www. tata motors.com/ \

Mission

Portland Mobile Auto Inspectors' mission is to provide customers with convenient, thorough, used car inspections. We exist to attract and maintain customers. When we adhere to this maxim, everything else will fall into place. Our services will exceed the expectations of our customers.

Marketing Objectives

Decrease customer acquisition costs by 8% per year.

Increase repeat customers or referrals by 3% per quarter.

Generate brand equity, quantified by an increase in service requests based solely on Portland Mobile Auto Inspectors' name.

Financial Objectives

A double digit growth rate for the first four years.

Experience a decrease in the variable costs associated with serving each inspection by 3% a year.

Maintain steady, positive, growth every month.

Target Marketing

Portland Mobile Auto Inspectors' target customer will be a used car buyer, typically looking for a car over Rs.5000. The used car buyer purchasing a car below Rs.5000 typically is looking just for a type of transportation and is not all that concerned with the possible problems that might affect the vehicle. In general they accept the fact that for under Rs.5000 there are going to be many

different things wrong with the car and they are not willing to pay someone to tell them ./

PMAI's customer is buying a used car for one of two reasons:

They cannot afford what they want in a new vehicle, or

They recognize the value that they gain by purchasing a used car.

This value is generated by the fact that a new car will depreciate the most, 20%, within the first year. It makes sense to allow the car to depreciate on someone else other than yourself. This is of course based on the logic that you have the used car inspected so all afflictions are known to you at the time of purchase. Beyond pointing out any problems, the inspection can also indicate how the car was driven over its life, was it babied or beaten.

The target customer has typically done their research and narrowed down their search to a few different vehicles. They have looked at the car and found that it meets their needs. The last step is to make sure the car is in good condition.

Positioning

Portland Mobile Auto Inspectors will position itself as a convenient, professional alternative to car inspections that occur during normal business hours at a mechanic's shop. People that work during normal business hours (when the mechanics are open) will truly appreciate this new, convenient alternative. PMAI will leverage their competitive edge to achieve this positioning.

Portland Mobile Auto Inspectors' competitive edge is its level of expertise and the thoroughness of the inspections. Dan Jalopee, owner and chief technician is industry certified as a master mechanic. This certification provides him the requisite background and knowledge to perform any and all aspects of the inspection.

In addition to Dan's expertise, Portland Mobile Auto Inspectors' other competitive edge is the thoroughness of the inspection. With the use of sophisticated test equipment, PMAI is able to offer the same level of inspection completeness that a stationary mechanic would

be able to offer. No aspect of the vehicle is left uninspected. PMAI's inspection will provide the client the necessary confidence to purchase a used car.

Strategy PyramidsThe single objective is to position Portland Mobile Auto Inspectors as a superior alternative for used car inspections and achieve a market leading position. PMAI will use three methods to communicate the message that their service offerings are far superior to standard auto inspections. The first method is with advertisements in the telephone directory Yellow Pages and in the auto section of the Portland Plain Dealer.

Marketing MixPortland Mobile Auto Inspectors' marketing is comprised of the following approaches to pricing, distribution, advertising and promotion, and customer service.

Pricing- The pricing scheme is designed to cover costs and provide a reasonable profit, taking into account the cost of the substitutes available.

Distribution- The services will be provided throughout the city with PMAI's mobile unit.

Advertising and Promotion- PMAI will use several methods including Yellow Page and print advertising, a website, and strategic alliances.

Customer Service- Obsessive customer service is the mantra. Customers will be attended to as if they were the largest account the company has. Customer satisfaction will be ensured.

Marketing ResearchDuring the initial phases of the marketing plan completion, several focus groups were held to determine the demand of the service. The focus

groups were held with prospective used car buyers. The results of the focus groups reinforced of the idea that there would be great demand for a mobile used car inspection service.

Pankaj kumar shukla

PGDM ((G1 .068))