Description
Earlier cars were considered a luxury only meant for Maharajahs (kings) and a few Wealthy traders. (cars were customized to please rich clients).
Two wheelers were more popular in the markets
primarly due to lower income levels and poor road
conditions .
India’s Luxury Car Market
(The Competition Hots Up)
Submitted to:- Submitted by:-
Mrs Shai!a Mano"ha #roup $o%:- &
Case '(er(ie)
?
Luxury Car as de*ined in "ase is "ar pri"ed abo(e + ,-.---%
?
In India. uxury "ar se/ment /ro)in/ at 012 annuay%
Profile:-
3arier "ars )ere "onsidered a uxury ony meant *or Mahara!ahs
(kin/s) and a *e) 4eathy traders% ("ars )ere "ustomi5ed to pease
ri"h "ients)%
T)o )heeers )ere more popuar in the markets
primary due to o)er in"ome e(es and poor road
"onditions %
Indian Luxury Car Market
?
6et)een 789- : 788- )ay to import "ars )as 3'Us( 3xport
'riented Units) )ith hu/e turno(er%
?
4ith iberi5ation . poi"ies "han/ed and so did "onsumer
beha(ior%;or many Indians "ar has beome more a i*estye
statement than a status symbo%
?
;ue e**i"ien"y and pri"e ta/s )ere no on/er the main
de"idin/ *a"tors *or the buyer% <esi/n and appea in addition
to a brand are the stron/est dri(ers in the uxury se/ment%
?
Cars imported as C6Us a/ainst bookin/s ony%
Carmakers usually adopt Three Fold Strategy:-
a) ;irst "reate brand a)areness about the produ"t throu/h
exhibitions and ad(ertisements%
b) 3stabished in*rastru"ture )ith experien"ed deaer
net)orks to *urther enhan"e their presen"e %
") ;inay introdu"ed the produ"t ine *or the market%
Themes adpoted by various companies to target the customer :-
Hyundai :- =oyaty %
Honda:- Intrinsi" >aue and ?ast per*orman"e%
<aimer:- Com*ort and Cass .
Second importance was given to the choice and location of
dealers.:-Sho)rooms in metros to ser(e the "ustomer dire"ty%
Competition Hots Up
4ith the aun"h o* more than 0- uxury modes . the
"ompetition has be"ome more intense but there are *e)
"haen/es too *or premium "armakers in India%
- Hi/h Customs <uty ran/in/ *rom 812 to 7--2 neary
doubes the pri"e o* the (ehi"e%
-
-4aitin/ ?eriod ( 0 to @ months)%
- ?ot hoes . tra**i" !ammed roads o* India%
But still favorable economic policies and vast population are
encouraging the automakers to have a foothold in India.
A C’s
o
Company
o
Customer
o
competitor
C'M?B$C
?
#enera motors
?
6M4
?
Mer"edes
?
=os-=oy"e
?
Lambor/hini
?
?ors"he
?
Budi
?
6entey
?
$issan
?
>o(o
?
Toyota
?
>oks)a/en
?
Skoda
?
Mitsubishi
CUST'M3=
?
3stabish Industriaist.ri"h 6usinessmen
Chie* 3xe"uti(es o* Companies%
?
Upper Cass ( saary D7-- a" p%a)
CUST'M3= ?3=C3I>3< >BLU3
?
?rodu"t (aue
?
Ser(i"es (aue
?
?ersonne (aue
?
Ima/e (aue
?
Monetary "ost
?
Time "ost
?
3ner/y "ost
?
?sy"hi" "ost
C'=3 C'M?3T3$CC
?
BU<I - T3CH$'L'#C
?
6M4 - T3CH$'L'#C
?
$ISSB$- '?3=BTI'$S
?
?'=SCH3- = : <
?
M3=C3<3S - LUEU=C B$< T3CH$'L'#C
S3#M3$TBTI'$
?
#3'#=B?HIC
=e/ion
City
4hoe India
Cass I "ities. Metro
Cities
<3M'#=B?HIC
?
B/e
?
;amiy Si5e
?
#ender
?
In"ome
Bbo(e 71 yrs o* a/e
Bnyone(sin/e.married.
)ith or )ithout "hidren)
Mae or ;emae
Hi/h(abo(e =s%7-- akhs
p%a)
?sy"ho/raphi" Se/mentation
?
#roupin/ peope a""ordin/ to attitudes.
(aues. and i*estyes
?
'stentatious and ambitious i*estye
63HB>I'=BL
?
'""asions
?
6ene*its
?
User status
?
User rate
?
Loyaty status
?
=eadiness s"ae
?
Bttitude to)ard
produ"t
=e/uar
Li*estye
Statement.=oyaity.
;eatures
;irst time.3x-user
Medium to Hea(y
Medium
In*ormed
3nthusiasti"
TB=#3TI$#
?
Upper "ass (D7-- akhs p%a)
?
In*ormed peope )ith ri"h taste
(3x% Industriaists and youths)
?'SITI'$I$#
?
Ima/e positionin/
TH3 ?='<UCT HI3=B=CHC
?
$eed *amiy
?
?rodu"t "ass
?
?rodu"t ine
?
?rodu"t type
?
Item
Transpot
Butomobie
;our )heeer
Luxury "ars
6M4.Mer"edes.(o(o.
?ors"he et"
TH3 ?='<UCT H3I=B=CHC
?
T=B$S?'=T
Train
Aeroplane
Automobile
Two wheeler
Three wheeler
Four wheeler
Heavy vehicles
Small
Medium sized
Luxury
VLV
F!""A"#
M!"C!$!S
"LLS%"&C!
VL'S(A)!*
+*eed ,amily- +product ,amily- +product line-
+product type-
+#tem or brand-
+product class-
;I>3 ?='<UCT L3>3L
?
C'=3 63$3;IT: Transportation
?
6BSIC ?='<UCT: 3n/ine
?
3E?3CT3< ?='<UCT: Com*ort.Luxury
?
BU#M3$T3< ?='<UCT: Bd(an"ed
se"urity systems
?
?'T3$TIBL ?='<UCT: uxury )ith hi/h
per*orman"e(a(era/e per itre)
?=ICI$# ST=BT3#C
?
LUEU=C CB=S C'M?B$I3S ;'LL'4
F?=3MIUM ?=ICI$# ST=BT3#CG
BS TH3C ';;3= LUEU=C B$< C'M;'=T
(>BLU3) T' TH3 CUST'M3= B$<
CUST'M3= IS T'<BC 4ILLI$# T' ?BC
;'= LUEU=C%
?='<UCT-MIE ?=ICI$#
?
F'?TI'$BL ;3BTU=3 ?=ICI$#G
?
MB$C C'M?B$I3S ';;3= '?TI'$BL
?='<UCTS.;3BTU=3S B$< S3=>IC3S
BL'$# 4ITH TH3I= MBI$ ?='<UCT%
?
3x% #?S System.sunroo* and the*t
"ontro
C'$SUM3= #''<S CLBSSI;ICBTI'$
?
Speciality goods:
?
6e"ause spe"iaity /oods ha(e uniHue
"hara"teristi"s or brand identi*i"ation
*or )hi"h "onsumers are )iin/ to
make a spe"ia pur"hasin/
e**ort%Luxury "ars are spe"iaity /oods
as interested buyer )i tra(e *ar to
buy one%
C'$SUM3= 6UCI$#
63HB>I'U=
?
C'M?L3E 6UCI$# 63HB>I'=:
?
BS TH3 L3>3L '; I$>'L>3M3$T IS
>3=C HI#H
?
L3B=$ ;33L <'
?='M'TI'$
B<>3=TIS3M3$TS I$
?
?rint media
?
Ma/a5ines
?
$e)s papers
?
=ationa appea
?
<ire"t Marketin/
?
Motion ?i"tures
CHB$$3L <3SI#$ ST=BT3#C
?
?ULL ST=BT3#C :
Bs automobie(uxury "ars)
"ompanies in(ests money in "reatin/ a
F6randG%
<IST=I6UTI'$ CHB$$3L
?
;ran"hisee
?
<istributor
?
<eaer
CHB$$3L L3>3LS
?
Iero e(e
Manu*a"turer Customer
?
I e(e
Manu*a"turer <eaer Customer
#enera motors
?
GM cars and trucks were produced
globally under the following 12 brands:
Buick, Cadillac, Chevrolet, GM Daewoo,
GMC, olden, u!!er, "pel, #ontiac,
$aab, $aturn and %au&hall'
3$>I='$M3$T
Car Industry and CB= Market
3ary 788-Js
?
=e"ession
Late 788-Js
?
<epre"iation o* Bsian
"urren"ies
?
#<? /ro)th *e
?
U%S% and 3ast Bsian
markets so)ed
?
3uropean "ar saes hed
up
Luxury se/ment
?
Up-s"ae market
?
Main "ompetitors:
6M4.#M. ;ord. Toyota.
Chryser. Mer"edes.
>o(o. Saab. Budi
?
Most "ompanies
operate )ith di**erent
brands
#% M% S4'T B$BLCSIS #% M% S4'T B$BLCSIS
?
ST=3$#THS
?
T3CH$'L'#C ?'T3$TIBL
?
KUBLITC IM?='>3M3$T
?
M'<3L BCC3?TB$C3 HBS IM?='>3<
#% M% S4'T B$BLCSIS #% M% S4'T B$BLCSIS
?
43BL$3SS3S
?
4aitin/ period
?
Too Mu"h >erti"a Inte/ration
#% M% S4'T B$BLCSIS #% M% S4'T B$BLCSIS
'??'=TU$ITI3S
?
;B>'U=B6L3 3C'$'MIC ?'LICI3S%
?
=IS3 I$ LI>I$# STB$<B=<%
?
I$C=3BS3 I$ CUST'M3= C'$;I<3$C3%
?
CHB$#I$# C'$SUM3= <3MB$< ;'= $34 M'<3L
TC?3S B$< STCL3S - 3E?B$SI'$%
#% M% S4'T B$BLCSIS #% M% S4'T B$BLCSIS
TH=3BTS
?
;'=3I#$ C'M?3TITI'$
?
HI#H TBE3S ;'= C6Us
?
I$<IB$ L3#ISLBTI'$ B$< =3#ULBTI'$
?
?''= KUBLITC '; TH3 I$;BST=UCTU=3 I$ THIS
C'U$T=C
#% M% S4'T B$BLCSIS #% M% S4'T B$BLCSIS
?
I$<UST=C B$BLCSIS
?
M3#B<3BL3=S B$< BUT' SU?3=MB=L3TS
?
4'=L<4I<3 <3MB$< - STB#$BTI'$ - <3CLI$3
?
MUST 63 4'=L< CLBSS I$ 3>3=C =3S?3CT - ?='<UCT.
M;#% '?3=BTI'$S. ;I$B$CI$#. B$< <IST=I6UTI'$
THB$L
C'U
doc_371705527.ppt
Earlier cars were considered a luxury only meant for Maharajahs (kings) and a few Wealthy traders. (cars were customized to please rich clients).
Two wheelers were more popular in the markets
primarly due to lower income levels and poor road
conditions .
India’s Luxury Car Market
(The Competition Hots Up)
Submitted to:- Submitted by:-
Mrs Shai!a Mano"ha #roup $o%:- &
Case '(er(ie)
?
Luxury Car as de*ined in "ase is "ar pri"ed abo(e + ,-.---%
?
In India. uxury "ar se/ment /ro)in/ at 012 annuay%
Profile:-
3arier "ars )ere "onsidered a uxury ony meant *or Mahara!ahs
(kin/s) and a *e) 4eathy traders% ("ars )ere "ustomi5ed to pease
ri"h "ients)%
T)o )heeers )ere more popuar in the markets
primary due to o)er in"ome e(es and poor road
"onditions %
Indian Luxury Car Market
?
6et)een 789- : 788- )ay to import "ars )as 3'Us( 3xport
'riented Units) )ith hu/e turno(er%
?
4ith iberi5ation . poi"ies "han/ed and so did "onsumer
beha(ior%;or many Indians "ar has beome more a i*estye
statement than a status symbo%
?
;ue e**i"ien"y and pri"e ta/s )ere no on/er the main
de"idin/ *a"tors *or the buyer% <esi/n and appea in addition
to a brand are the stron/est dri(ers in the uxury se/ment%
?
Cars imported as C6Us a/ainst bookin/s ony%
Carmakers usually adopt Three Fold Strategy:-
a) ;irst "reate brand a)areness about the produ"t throu/h
exhibitions and ad(ertisements%
b) 3stabished in*rastru"ture )ith experien"ed deaer
net)orks to *urther enhan"e their presen"e %
") ;inay introdu"ed the produ"t ine *or the market%
Themes adpoted by various companies to target the customer :-
Hyundai :- =oyaty %
Honda:- Intrinsi" >aue and ?ast per*orman"e%
<aimer:- Com*ort and Cass .
Second importance was given to the choice and location of
dealers.:-Sho)rooms in metros to ser(e the "ustomer dire"ty%
Competition Hots Up
4ith the aun"h o* more than 0- uxury modes . the
"ompetition has be"ome more intense but there are *e)
"haen/es too *or premium "armakers in India%
- Hi/h Customs <uty ran/in/ *rom 812 to 7--2 neary
doubes the pri"e o* the (ehi"e%
-
-4aitin/ ?eriod ( 0 to @ months)%
- ?ot hoes . tra**i" !ammed roads o* India%
But still favorable economic policies and vast population are
encouraging the automakers to have a foothold in India.
A C’s
o
Company
o
Customer
o
competitor
C'M?B$C
?
#enera motors
?
6M4
?
Mer"edes
?
=os-=oy"e
?
Lambor/hini
?
?ors"he
?
Budi
?
6entey
?
$issan
?
>o(o
?
Toyota
?
>oks)a/en
?
Skoda
?
Mitsubishi
CUST'M3=
?
3stabish Industriaist.ri"h 6usinessmen
Chie* 3xe"uti(es o* Companies%
?
Upper Cass ( saary D7-- a" p%a)
CUST'M3= ?3=C3I>3< >BLU3
?
?rodu"t (aue
?
Ser(i"es (aue
?
?ersonne (aue
?
Ima/e (aue
?
Monetary "ost
?
Time "ost
?
3ner/y "ost
?
?sy"hi" "ost
C'=3 C'M?3T3$CC
?
BU<I - T3CH$'L'#C
?
6M4 - T3CH$'L'#C
?
$ISSB$- '?3=BTI'$S
?
?'=SCH3- = : <
?
M3=C3<3S - LUEU=C B$< T3CH$'L'#C
S3#M3$TBTI'$
?
#3'#=B?HIC
=e/ion
City
4hoe India
Cass I "ities. Metro
Cities
<3M'#=B?HIC
?
B/e
?
;amiy Si5e
?
#ender
?
In"ome
Bbo(e 71 yrs o* a/e
Bnyone(sin/e.married.
)ith or )ithout "hidren)
Mae or ;emae
Hi/h(abo(e =s%7-- akhs
p%a)
?sy"ho/raphi" Se/mentation
?
#roupin/ peope a""ordin/ to attitudes.
(aues. and i*estyes
?
'stentatious and ambitious i*estye
63HB>I'=BL
?
'""asions
?
6ene*its
?
User status
?
User rate
?
Loyaty status
?
=eadiness s"ae
?
Bttitude to)ard
produ"t
=e/uar
Li*estye
Statement.=oyaity.
;eatures
;irst time.3x-user
Medium to Hea(y
Medium
In*ormed
3nthusiasti"
TB=#3TI$#
?
Upper "ass (D7-- akhs p%a)
?
In*ormed peope )ith ri"h taste
(3x% Industriaists and youths)
?'SITI'$I$#
?
Ima/e positionin/
TH3 ?='<UCT HI3=B=CHC
?
$eed *amiy
?
?rodu"t "ass
?
?rodu"t ine
?
?rodu"t type
?
Item
Transpot
Butomobie
;our )heeer
Luxury "ars
6M4.Mer"edes.(o(o.
?ors"he et"
TH3 ?='<UCT H3I=B=CHC
?
T=B$S?'=T
Train
Aeroplane
Automobile
Two wheeler
Three wheeler
Four wheeler
Heavy vehicles
Small
Medium sized
Luxury
VLV
F!""A"#
M!"C!$!S
"LLS%"&C!
VL'S(A)!*
+*eed ,amily- +product ,amily- +product line-
+product type-
+#tem or brand-
+product class-
;I>3 ?='<UCT L3>3L
?
C'=3 63$3;IT: Transportation
?
6BSIC ?='<UCT: 3n/ine
?
3E?3CT3< ?='<UCT: Com*ort.Luxury
?
BU#M3$T3< ?='<UCT: Bd(an"ed
se"urity systems
?
?'T3$TIBL ?='<UCT: uxury )ith hi/h
per*orman"e(a(era/e per itre)
?=ICI$# ST=BT3#C
?
LUEU=C CB=S C'M?B$I3S ;'LL'4
F?=3MIUM ?=ICI$# ST=BT3#CG
BS TH3C ';;3= LUEU=C B$< C'M;'=T
(>BLU3) T' TH3 CUST'M3= B$<
CUST'M3= IS T'<BC 4ILLI$# T' ?BC
;'= LUEU=C%
?='<UCT-MIE ?=ICI$#
?
F'?TI'$BL ;3BTU=3 ?=ICI$#G
?
MB$C C'M?B$I3S ';;3= '?TI'$BL
?='<UCTS.;3BTU=3S B$< S3=>IC3S
BL'$# 4ITH TH3I= MBI$ ?='<UCT%
?
3x% #?S System.sunroo* and the*t
"ontro
C'$SUM3= #''<S CLBSSI;ICBTI'$
?
Speciality goods:
?
6e"ause spe"iaity /oods ha(e uniHue
"hara"teristi"s or brand identi*i"ation
*or )hi"h "onsumers are )iin/ to
make a spe"ia pur"hasin/
e**ort%Luxury "ars are spe"iaity /oods
as interested buyer )i tra(e *ar to
buy one%
C'$SUM3= 6UCI$#
63HB>I'U=
?
C'M?L3E 6UCI$# 63HB>I'=:
?
BS TH3 L3>3L '; I$>'L>3M3$T IS
>3=C HI#H
?
L3B=$ ;33L <'
?='M'TI'$
B<>3=TIS3M3$TS I$
?
?rint media
?
Ma/a5ines
?
$e)s papers
?
=ationa appea
?
<ire"t Marketin/
?
Motion ?i"tures
CHB$$3L <3SI#$ ST=BT3#C
?
?ULL ST=BT3#C :
Bs automobie(uxury "ars)
"ompanies in(ests money in "reatin/ a
F6randG%
<IST=I6UTI'$ CHB$$3L
?
;ran"hisee
?
<istributor
?
<eaer
CHB$$3L L3>3LS
?
Iero e(e
Manu*a"turer Customer
?
I e(e
Manu*a"turer <eaer Customer
#enera motors
?
GM cars and trucks were produced
globally under the following 12 brands:
Buick, Cadillac, Chevrolet, GM Daewoo,
GMC, olden, u!!er, "pel, #ontiac,
$aab, $aturn and %au&hall'
3$>I='$M3$T
Car Industry and CB= Market
3ary 788-Js
?
=e"ession
Late 788-Js
?
<epre"iation o* Bsian
"urren"ies
?
#<? /ro)th *e
?
U%S% and 3ast Bsian
markets so)ed
?
3uropean "ar saes hed
up
Luxury se/ment
?
Up-s"ae market
?
Main "ompetitors:
6M4.#M. ;ord. Toyota.
Chryser. Mer"edes.
>o(o. Saab. Budi
?
Most "ompanies
operate )ith di**erent
brands
#% M% S4'T B$BLCSIS #% M% S4'T B$BLCSIS
?
ST=3$#THS
?
T3CH$'L'#C ?'T3$TIBL
?
KUBLITC IM?='>3M3$T
?
M'<3L BCC3?TB$C3 HBS IM?='>3<
#% M% S4'T B$BLCSIS #% M% S4'T B$BLCSIS
?
43BL$3SS3S
?
4aitin/ period
?
Too Mu"h >erti"a Inte/ration
#% M% S4'T B$BLCSIS #% M% S4'T B$BLCSIS
'??'=TU$ITI3S
?
;B>'U=B6L3 3C'$'MIC ?'LICI3S%
?
=IS3 I$ LI>I$# STB$<B=<%
?
I$C=3BS3 I$ CUST'M3= C'$;I<3$C3%
?
CHB$#I$# C'$SUM3= <3MB$< ;'= $34 M'<3L
TC?3S B$< STCL3S - 3E?B$SI'$%
#% M% S4'T B$BLCSIS #% M% S4'T B$BLCSIS
TH=3BTS
?
;'=3I#$ C'M?3TITI'$
?
HI#H TBE3S ;'= C6Us
?
I$<IB$ L3#ISLBTI'$ B$< =3#ULBTI'$
?
?''= KUBLITC '; TH3 I$;BST=UCTU=3 I$ THIS
C'U$T=C
#% M% S4'T B$BLCSIS #% M% S4'T B$BLCSIS
?
I$<UST=C B$BLCSIS
?
M3#B<3BL3=S B$< BUT' SU?3=MB=L3TS
?
4'=L<4I<3 <3MB$< - STB#$BTI'$ - <3CLI$3
?
MUST 63 4'=L< CLBSS I$ 3>3=C =3S?3CT - ?='<UCT.
M;#% '?3=BTI'$S. ;I$B$CI$#. B$< <IST=I6UTI'$
THB$L
C'U
doc_371705527.ppt