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SUV marketing

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SUV marketing
IIM-C SMP09
Marketing Nuggets
Project – SUV Market in India
Success of Mahindra XUV 500
By:
Amit Ahi
Samir Chitkara
Dr. Bhaskar Sonowal
Anirban Sarkar
Amit Dass
J.Mohapatra
Dwarka Nath Sharma
Table of Contents
Current market Size & key market trends 5
India’s Socio demographic profile 5
Indian Automobile Market 6
Size of Indian Automobile market 7
Key Market Trends for SUVs / Automobiles 8
Key market trends of SUVs 10
Segmentation of the market 11
Price Based Segmentation 11
Entry Level 11
Mid Segment 11
Premium Segment 11
Luxury 11
Price Wise Segmentation for Indian SUVs 12
Usage Based Segmentation 13
Off Roading: 13
Soft Roading: 13
Consumer Behavior noticed in Buying SUVs 13
Psychological factors 13
Personal Factors 14
Social Factors 14
Positioning of different brands in SUV market in India 15
Entry Level SUVs: 15
Renault Duster 15
Mahindra Scorpio 15
Tata Safari 16
Mid Segment: 16
Tata Aria 16
Force One 17
MAHINDRA XUV 500 18
Skoda Yeti 18
Ford Endevour 19
CHEVROLET Captiva 19
HONDA CRV 19
TOYOTA Fortuner 20
Key Advertising and Promotion campaigns adopted by leading brands 21
Mahindra XUV 500 21
Digital Marketing – FAce Book & Twitter 21
Launch Campaign 21
Force One 21
Big B as the Brand Ambassador 21
Toyota FORTUNER 23
Campaign Tag: “The Art of Power” 23
Toyota Fortuner Marketing Campaign: Experience the Power of Art on your Mobile 23
Results and achievements 24
RENAULT DUSTER 26
Big, Beautiful, Efficient 26
Campaign Tag Line- Drive the Change 26
What was GOOD? 27
Short commings 27
Production Constrains - All other campaigns were DELAYED: 27
Tata Aria 28
Physical Display 28
Online Campaign 28
Marketing Strategies adopted by two key players 29
Mahindra XUV 500 29
Metaphor Cheetah 29
Secrecy 29
Shortage 29
Tata Aria 30
Advertising Strategy 32
Marketing Strategy not worked out well 34
NEW Strategy 36
Conclusion 38

Current market Size & key market trends
India’s Socio demographic
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