all company strategies in marketing ..

1. MarketingStrategiesof an Automobile
AssemblerCompany
Submitted To Submitted by:
Dr. saroj Datta (Director) Pankaj kumar shukla
Prof.. Vinay jha G1 ( 068)
Prof. Ripudaman Gaur

2. 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

3. 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.

6. 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

7. 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%


8. Board of Directors
Mr. R. C. Bhargava Chairman
Mr. ShinzoNakanishi MD & CEO
Mr. D. S. Brar Director
Mr. Osamu Suzuki Director
Mr. Shuji Oishi Director (Marketing & Sales)
Mr. Tsuneo OhashiDirector & Managing Executive
Officer (Production)

9. Hyundai Motor India Limited
Company 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%



10. 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%.

11. Board of Directors
•Ratan N Tata, Chairman
• R Gopalakrishnan
•Director
•Ishaat Hussain Finance
Director
•RK Krishna Kumar
•Arunkumar Gandhi

12. 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%

13. Board of Directors
Keshub Mahindra
Chairman
o Bharat Doshi
Executive Director
o Dr. Ashok Ganguly
Director
o Nadir Godrej
Director
o Arun Dasgupta
Director
o Anupam Puri
Director
o

14. Hero Honda Motors Limited
 Is a collaboration between Honda and Hero Group is one among
the largest two-wheeler manufacturersin 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%


15. 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)

16. 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%


17. Board of Directors
•Rahul Bajaj
(Chairman/ Chair Person)
•Rajiv Bajaj
(Managing Director)
•Kantikumar R Podar
(Director)
• D J Balaji Rao
(Director)

18. 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)

19. 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

20. 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

21. 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

22. 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:UsersabcDownloadsAnt Videos

23. Source
http://entrance-exam.net/top-automobile-companies-
in-india/
www.marutisuzuki.com/
www.toyotabharat.com/
www.bajajauto.com/
www.heromotocorp.com/
www.hyundai.com/in/en/main/
www.tatamotors.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.

24. 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.
TargetMarketing
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 ./

25. 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.

26. 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.

27. Strategy Pyramids
The 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 Mix
Portland 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 Research
During 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.

28. 
Pankaj kumar shukla
PGDM ((G1 .068))