MINI HATCH ANALYSIS_V311.2.15

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MINI HATCH ANALYSIS_V311.2.15

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  1. MINI HATCHBACK

    Slide 1 - MINI HATCHBACK

  2. MAJOR BRANDS

    Slide 2 - MAJOR BRANDS

    • Eon
    • Launched:
    • 2011Price: Rs. 3.2– 4.4 lakh
    • i10
    • Launched: 2007Price: Rs. 4.4– 5.2 lakh
    • Datsun Go
    • Launched 2014
    • Price-: Rs.
    • 3.79 - 4.61 lakh
    • Spark
    • Launched 2010
    • Price: Rs.3.6 - 4.2lakh
    • Alto
    • Launched: 2000 and multiple revisions since 2011
    • Price: Rs. 2.46 – 4.2 lakh
    • Celerio
    • Launched: 2014Price: Rs. 3.0– 4.9 lakh
    • Wagon R
    • Launched:1999Price: Rs. 3.61– 5.00 lakh
    • Zen Estilo
    • Launched:
    • 2007
    • Price: Rs. 3.38 - 4.25 lakhs
  3. BRAND PLAY - 2014

    Slide 3 - BRAND PLAY - 2014

    • K10, K10-AMT
    • Twist Active
    • 9 versions with 2 engine and 1 transmission and 2 fuel options.
    • Stingray
    • Manual / AMT / CNG
    • AMT / CNG
    • EXISTING
    • Alto 800
    • Wagon R
    • DISCONTINUED
    • MARUTI 800
    • NEW ENTRANTS
    • CELERIO
    • XBA
    • Zen
    • Estilo
    • Eon
    • GO
    • SANTRO
    • SPARK
    • A STAR
    • FUTURE ENTRANTS
    • TATA KITE
    • NANO
    • i10
    • ALTO K10 AMT
    • CELERIO DIESEL
    • TATA NANO TWIST AMT
    • STINGRAY AMT
  4. PERFORMANCE ANALYSIS : 2014

    Slide 4 - PERFORMANCE ANALYSIS : 2014

  5. MARKET SHARE : 2014

    Slide 5 - MARKET SHARE : 2014

  6. EXCISE DUTY ANNOUNCEMENT

    Slide 6 - EXCISE DUTY ANNOUNCEMENT

    • K10 LAUNCH
    • EXCISE DUTY BENEFITS
    • YEAR END OFFERS
    • EXCISE DUTY ANNOUNCEMENT
    • CONSISTENT COMOBO OFFERS WITH ALTO
    • CONSISTENT COMOBO OFFERS WITH ALTO
    • FAIILED COMMUNICATION STRATEGY
    • EXCISE DUTY BENEFITS VIA WOM
    • BRAND CANNIBALISATION – GRAND i10
  7. KEY COMMUNICATION – ACROSS SEGMENT : 2014

    Slide 7 - KEY COMMUNICATION – ACROSS SEGMENT : 2014

  8. MS ALTO 800 - PRODUCT CAMPAIGN

    Slide 8 - MS ALTO 800 - PRODUCT CAMPAIGN

    • Key Message: Maximum Mileage
    • HYUNDAI EON- PRODUCT CAMPAIGN
    • Key Message: New Engine being the trend setter for performance.
    • MS ALTO K10 AMT- PRODUCT CAMPAIGN
    • Key Message: Feature packed Automatic car, for an exciting life
    • MS CELERIO- PRODUCT CAMPAIGN
    • Key Message: AMT – for an easy drive and life.
    • KEY COMMUNICATION : 2014
    • TOP 3 SPENDORS OF THE SEGMENT
    • Maruti Suzuki
    • Hyundai
    • Tata Motors
    • TOP 3 COMMUNICATION MEDIUMS OF THE SEGMENT
    • PRINT
    • ATL
    • TVC
  9. KEY OFFERING

    Slide 9 - KEY OFFERING

    • PRODUCT:
    • Launched 3 Variants
    • 800cc
    • 1liter K10 engine
    • K10 AMT
    • A lead of 17% from its closest competitor.
    • PROMOTION:
    • RATIONAL: Reap benefits of high Fuel efficient car with CNG adaptability.
    • EMOTIONAL: An ideal youth car, would like to “Chase life”
    • TACTICAL: Low EMI
    • ALTO
    • PRODUCT:
    • Launched a facelift in 2010
    • First in segment launch of 1.2 L with 79 bhp K10 engine
    • Best in segment fuel efficiency of 20.63 KMPL
    • PROMOTION:
    • RATIONAL: The strongest feature packed product from the house of Hyundai
    • EMOTIONAL: Connect to the ‘Feeling young’ quotient of the buyer
    • TACTICAL: Festive & Regional offers
    • i10
    • PRODUCT:
    • Smarter design & space utilization
    • CNG Adaptability
    • PROMOTION:
    • RATIONAL: More value for Lesser Price
    • EMOTIONAL: Choice of the smarter Indian
    • TACTICAL: Festive & Regional offers
    • Wagon R
    • PRODUCT:
    • First in segment – AMT offering
    • PROMOTION:
    • RATIONAL: Highly aggressive launch campaign - Affordable pick for an AMT
    • EMOTIONAL: A car that makes your life easy – Easy Drive! Digital amplification to educate consumers about the technology.
    • TACTICAL: Range starts @ INR 2.8 LAKHS
    • Celerio
    • PRODUCT:
    • In competition to MS Alto K10, Eon was upgraded to 1L kappa engine
    • Best in class - 20KMPL mileage
    • Fluidic design
    • Best in class – style (interiors & exteriors)
    • PROMOTION:
    • RATIONAL:
    • EMOTIONAL: The car for the urban youngster, who believes in exploring life in new ways.
    • TACTICAL: Attractive EMI schemes
    • EON
    • HEAVY ON TACTICAL PROMOTIONS
    • ALTO - Mileage
    • I10 – Best in class feature
    • Wagon R – Value for Money
    • Eon – Style & Performance
    • Celerio - AMT
  10. No Product currently.Expected to launch an AMT product, Code named XBA. USP will be the stylish SUVish design and to be the first Renault Global Product launched in India.

    Slide 10 - No Product currently.Expected to launch an AMT product, Code named XBA. USP will be the stylish SUVish design and to be the first Renault Global Product launched in India.

    • v/s
    • RENAULT
    • SEGMENT
    • Heritage value of Maruti kept it as the market leader.
    • Huge need gap between Maruti and Hyundai
    • Gradual shift to luxury cars.
    • AMT Variant Share: Celerio 38% Alto 25% showing strong acceptance.
    • Highly price sensitive segment.
    • Excise Duty benefits: Major Sales definer.
    • Gradual shift to fluidic design, upgraded K10 engines & AMT.
    • SEGMENT SUMMARY
  11. THANK YOU!

    Slide 11 - THANK YOU!