Endeavour Brand Of Ford
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A
COMPARATIVE STUDY OF ENDEAVOUR BRAND OF FORD WITH THE OTHER SUV’S WITH REGARD TO FEATURES AND PERFORMANCE
SUBMITED FOR THE APPROVAL FOR COUDUCT OF FIELDRESEARCH PROJECT FOR PARTIAL FULLFILLMENT OF THE MASTER OF BUSINESS ADMINISTRATION DEGREE FROM UTTER PRADESH TECHNICAL UNIVERSITY
UNDER KIND GUIDANCE OF :
SUBMITTED BY:
MR.ANIL CHAUHAN
SUGANDH KR. UPADHYAY MBA IV SEM. ROLL. NO.0701670103
SUBMITTED BY: RAKSHPAL BAHADUR MANAGEMENT INSTIUTE BAREILLY
ACKNOWLEDGMENT
PREFACE
Contents • • • • • • •
• •
INTRODUCTION
Indian Automobile Industry
A History of the Ford Motor Co.
MAJOR COMPTITORS OF FORD ENDEAVOUR 1-Mahindra Scorpio 2-Mitsubishi Pajero Mahindra Scorpio major features
Striking features • • • • • • •
Model variants • •
• •
Colour variants • • • •
Technical Specifications of Mahindra Scorpio Dimensions & Weights
Engine Suspensions Brakes
Wheels & Tyres Gear Box Tyres
FORD ENDEAVOUR MAJOR FEATURES
Engine
DESIGN AND COMFORT
INTERIOR
RIDE AND HANDLING
SAFETY
VARIENTS,PRICE&COLOUR
Technical Specifications of Ford Endeavour
Overview
Dimensions
Weight Engine
Suspension Brake
MITSUBISHI PAJERO MAJOR FEATURES: SILEANT FEATURES: Exterior: • • • • • • •
Interior: • • • • • • •
Colors: • • • • • • •
Safety features
• • • • • • • • •
TECHNICAL SPECIFICATIONS OF MITSUBISHI – PAJERO
ENGINE
PERFORMANCE
TRANSMISSION
FUEL SYSTEM SUSPENSION
BRAKES TYRES DIMENSIONS
SCORPIO FEATURES
Ford’s
Journey to India
FORD ENDEAVOUR
Endeavour Comfort & Convenience Power train FORD INDIA - Endeavour 2.5L XLT 4x2
On road prices * City
Ex-Showroom
Registration
Registration
& Service Charges
& Service Charges
(Individual)
(Company)
186,105
N.A.
Comprehensive
Total
Total
Insurance
(Individual)
(Company)
50,320
1,608,427
1,422,322
Bangalore
1,372,002
Delhi
1,290,054
N.A.
N.A.
N.A.
1,290,054
1,290,054
Mumbai
1,468,000
112,760
318,280
55,081
1,635,841
1,841,361
Pune
1,385,701
59,228
170,084
51,088
1,496,017
1,606,873
Vashi
1,427,000
109,890
309,670
52,101
1,588,991
1,788,771
FORD INDIA - Endeavour 2.5L XLT 4x4 On road prices * City
Ex-Showroom
Registration
Registration
& Service Charges
& Service Charges
(Individual)
(Company)
Comprehensive
Total
Total
Insurance
(Individual)
(Company)
Bangalore
1,462,002
197,985
N.A.
53,561
1,713,548
1,515,563
Delhi
1,399,032
N.A.
N.A.
N.A.
1,399,032
1,399,032
Mumbai
1,562,600
119,382
338,146
58,551
1,740,533
1,959,297
Pune
1,475,110
62,805
180,813
54,308
1,592,223
1,710,231
Vashi
1,517,000
116,190
328,570
55,310
1,688,500
1,900,880
Ford Endeavour continues to lead the market in premium SUV segment
COMPANY PROFILE
Slogan : Bold Moves, They Happen
Ford Motor Company
Ford’s Journey to India
Product Mix of Ford India A product mix (also called product assortment) is the set of all products and items that a particular marketer offers for sale. For eg: at Kodak, the product mix consists of two strong product lines: information products and image products. At NEC (Japan), the product mix consists of communication products and computer products.
FORD IKON FLAIR ABOUT THE CAR:
Ikon Power & Performance
Engine
Standard Comfort and Convenience Features
Air-conditioning
Central locking
On road prices *
NOTE: Other Models of Ford Ikon Like Ford Ikon Nxt are being discontinued.
FORD FIESTA
Safety Features for the ultimate sense of security Fida Over Styling
PRODUCT LINE OF FORD FIESTA
FORD INDIA - Fiesta 1.4 EXI On road prices * City
Ex-Showroom
Registration
Registration
& Service Charges
& Service Charges
(Individual)
(Company)
Comprehensive
Total
Total
Insurance
(Individual)
(Company)
Mumbai
605,500
47,735
90,120
22,235
675,470
717,855
Thane
577,200
45,754
86,158
20,678
643,632
684,036
Vashi
577,200
45,754
126,562
20,678
643,632
724,440
FORD INDIA - Fiesta 1.4 ZXI (TDCi)
On road prices * City
Ex-Showroom
Registration
Registration
& Service Charges
& Service Charges
(Individual)
(Company)
Comprehensive
Total
Total
Insurance
(Individual)
(Company)
Mumbai
763,000
58,760
112,170
27,748
849,508
902,918
Thane
727,300
56,261
107,172
25,785
809,346
860,257
Vashi
727,300
56,261
158,083
25,785
809,346
911,168
FORD INDIA - Fiesta 1.6 SXI
On road prices * City
Ex-Showroom
Registration
Registration
& Service Charges
& Service Charges
(Individual)
(Company)
Comprehensive
Total
Total
Insurance
(Individual)
(Company)
Mumbai
737,600
56,982
108,614
28,206
822,788
874,420
Thane
703,300
54,581
103,812
26,220
784,101
833,332
Vashi
703,300
54,581
153,043
26,220
784,101
882,563
FORD FUSION
Interiors and Comfort
Flexible Interiors
Driver and Passenger Comfort
FORD INDIA – Fusion On road prices * City
Ex-Showroom
Registration
Registration
& Service Charges
& Service Charges
(Individual)
(Company)
Comprehensive
Total
Total
Insurance
(Individual)
(Company)
Bangalore
623,000
72,530
N.A.
23,345
718,875
646,345
Mumbai
600,000
47,350
89,350
23,158
670,508
712,508
Pune
624,000
28,210
78,150
23,557
675,767
725,707
Thane
572,100
45,397
85,444
21,543
639,040
679,087
FORD INDIA - Fusion (ABS)
On road prices * City
Ex-Showroom
Registration
Registration
& Service Charges
& Service Charges
(Individual)
(Company)
Comprehensive
Total
Total
Insurance
(Individual)
(Company)
Bangalore
727,000
83,970
N.A.
27,091
838,061
754,091
Mumbai
766,000
35,997
97,277
29,571
831,568
892,848
Pune
730,000
32,450
90,850
27,474
789,924
848,324
Thane
730,000
34,557
92,957
27,533
792,090
850,490
FORD INDIA - Fusion + On road prices * City
Ex-Showroom
Registration
Registration
& Service Charges
& Service Charges
(Individual)
(Company)
Comprehensive
Total
Total
Insurance
(Individual)
(Company)
Bangalore
698,000
80,780
N.A.
26,046
804,826
724,046
Mumbai
736,000
34,797
93,677
28,490
799,287
858,167
Pune
700,000
31,250
87,250
26,394
757,644
813,644
Thane
702,000
33,437
89,597
26,553
761,990
818,150
FORD ENDEAVOUR
Endeavour Comfort & Convenience Powertrain
PRODUCT LINE OF FORD ENDEAVOUR
FORD INDIA - Endeavour 2.5L XLT 4x2
On road prices * City
Ex-Showroom
Registration
Registration
& Service Charges
& Service Charges
(Individual)
(Company)
Comprehensive
Total
Total
Insurance
(Individual)
(Company)
Bangalore
1,372,002
186,105
N.A.
50,320
1,608,427
1,422,322
Delhi
1,290,054
N.A.
N.A.
N.A.
1,290,054
1,290,054
Mumbai
1,468,000
112,760
318,280
55,081
1,635,841
1,841,361
Pune
1,385,701
59,228
170,084
51,088
1,496,017
1,606,873
Vashi
1,427,000
109,890
309,670
52,101
1,588,991
1,788,771
FORD INDIA - Endeavour 2.5L XLT 4x4 On road prices *
City
Ex-Showroom
Registration
Registration
& Service Charges
& Service Charges
(Individual)
(Company)
Comprehensive
Total
Total
Insurance
(Individual)
(Company)
Bangalore
1,462,002
197,985
N.A.
53,561
1,713,548
1,515,563
Delhi
1,399,032
N.A.
N.A.
N.A.
1,399,032
1,399,032
Mumbai
1,562,600
119,382
338,146
58,551
1,740,533
1,959,297
Pune
1,475,110
62,805
180,813
54,308
1,592,223
1,710,231
Vashi
1,517,000
116,190
328,570
55,310
1,688,500
1,900,880
FORD MONDEO
Overview Safety & Security
Driving Quality .
FORD INDIA - Mondeo Duratec – Petrol
On road prices * City
Ex-Showroom
Registration
Registration
& Service Charges
& Service Charges
(Individual)
(Company)
Comprehensive
Total
Total
Insurance
(Individual)
(Company)
Ahmedabad
1,571,523
55,780
N.A.
38,746
1,666,049
1,610,269
Bangalore
1,490,000
201,680
N.A.
54,570
1,746,250
1,544,570
Baroda
1,571,000
55,860
111,720
36,587
1,663,447
1,719,307
Calcutta
1,641,760
9,400
10,300
60,167
1,711,327
1,712,227
Chennai
1,564,496
24,900
46,900
39,240
1,628,636
1,650,636
Delhi
1,556,185
8,150
8,150
49,177
1,613,512
1,613,512
Hyderabad
1,570,600
109,942
109,942
36,671
1,717,213
1,717,213
Mumbai
1,629,548
75,182
205,546
51,711
1,756,441
1,886,805
Pune
1,444,000
63,585
179,105
53,188
1,560,773
1,676,293
Vashi
1,576,648
74,066
200,198
50,073
1,700,787
1,826,919
COMPANY MARKETING STRATEGIES
Segmentation a) Segmentation on the basis of Areas/Cities b) Segmentation on the basis of Age: c) Segmentation on the basis of Income: d)Segmentation on the basis of the Lifestyle : e) Segmentation on the basis of Benefits Provided :
f) Segmentation on the basis of the Readiness stage:
TARGETING •
Targeting
• •
Ford Ikon
•
Ford Fusion
•
Ford Fiesta
•
Ford Mondeo
•
Ford Endeavour
Positioning Positioning How Many Differences to Promote? Communicating the Company’s Positioning
POSITIONING OF FORD CARS IN INDIA FORD IKON Baseline: The josh machine
Tagline: Leave the small world behind. The bigger, better josh machine, now at the EMI of a small car.
The 2006 Ford Ikon Flair
Baseline: Live life with josh Headline: Inside every young ikon, there's a young icon.
FORD FIESTA
Headline1: Diesel TDCi Fuel efficient. Fun to drive. Refined. Drive it to believe it Headline2: The reviews got me hooked &10,000 Fiestas booked. Baseline: Go Fida
FORD MONDEO
Headline1: "It has real presence." It bites Headline2: Luxury. The restless version
Baseline: refined aggression
FORD FUSION
Headline1: I'm a Delhi-ite. Headline2: Some cars have great ads. This ad has a great car. Baseline: As different as you
FORD ENDEAVOUR
Baseline: Make every day exciting
IS THE POSITIONING APPROPRIATE OR NOT ?
Ford Fusion Ford Mondeo Ford Endeavour
RESEARCH METHODOLOGY
RESEARCH METHODOLOGY • PLACE OF RESEACH: THE STUDY WAS PRIMARILY CONDUCTED AT FORD PACEFIC IN BAREILLY CITY.THE MARKET SURVEY WAS DONE TO HAVE MARKET PERSPECTIVE OF ENDEAVOUR SUV A BRAND OF FORD INDIA PRIVET LIMITED.WE COMPARE IT WITH OTHER BRANDS . THE OTHER BRANDS ARE: 1-MAHINDRA SCORPIO 2-MITSUBASHI PAJERIO
Sample frame:
a
Sample design & sample size:
Data collection method; Primary sources; • • Secondary sources: • •
Brochures
•
internet
OBSERVATION AND ANALYSIS
ANALYSIS Q-1 what kind of car do you want to purchase?
NUMBER
OF
LIGHT
COMMERCIAL
SPORTS
UTILITY
HEAVY
RESPONDENTS
VEHICLES
VEHICLES
VEHICLE
50
36
5
9
COMMERCIAL
18% LCV'S 10%
SUV'S COMMERCIAL VEHICLE
72%
ANALYSIS: The finding show
that out of the total population 72% prefer to buy light commercial
vehicles,18% peoples wants to purchase sports utility vehicles,10%of the peoples wants to purchse heavy commercial vehicles
Q-2 what do you think about SUVs’?
No.of respondents Status symbol 40
25
Tarrin vehicle
Passion
9
cars 6
of
big
0%
15%
23%
62%
ANALYSIS: Q-3what are the sources of information regarding SUVs’
15%
23%
22% 40%
ANALYSIS:.
Q-4From how many brads are you aware of?
internet t.v newspaper other
9%
17% ford mahindra mitsubishi
74%
ANLYSIS: Q-5 what are the required features of your SUV? mileage
power
Suspension
Ground
No. of seats
clearance
3%
7%
13%
mileage power suspension 53%
24%
no.seats groundclea
A ANALYSIS: Q-6 what is your budget regarding your suv?
15%
2% 6-10lacks 10-16lacks 16-25lacks
16%
25&above
67%
ANALYSIS: Q-7 Are you satisfied with the after sales services of these SUVs’?
satified unsatisfied
ANALYSIS: Q-8 what is your investment pattern for buying SUVs’?
onemi onhardcash
ANALYSIS: Q-9what is the market share regarding ford Endeavour, Mahindra Scorpio & pajero?
10%
23% endeavour scorpio pajero
67%
AANALYSIS: Q-10 Are you satisfied with the safety features provided by these SUVs’?
7%
Satisfied Unsatisfied
93%
ANALYSIS:
FINDINGS
FINDINGS AND SUGGESTIONS
LIMITATIONS
LIMITATIONS:
CONCLUSION
QUESTIONNAIRE
QUESTIONNAIRE: Q-1 what kind of car do you want to purchase?
Q-2 what do you think about SUVs’?
Q-3what are the sources of information regarding SUVs’?
Q-4From how many brads are you aware of? Q-5 what are the required features of your SUV? Q-6 what is your budget regarding your suv?
-7 Are you satisfied with the after sales services of these SUVs’? Q-8 what is your investment pattern for buying SUVs’? Q-9who is better in your opinion ford Endeavour, Mahindra Scorpio & pajero? ( Q-10 Are you satisfied with the safety features provided by these SUVs’?
BIBLIOGRAPHY
BIBLIOGRAPHY
•
• • •
• • •
COMPARATIVE STUDY OF ENDEAVOUR BRAND OF FORD WITH THE OTHER SUV’S WITH REGARD TO FEATURES AND PERFORMANCE
SUBMITED FOR THE APPROVAL FOR COUDUCT OF FIELDRESEARCH PROJECT FOR PARTIAL FULLFILLMENT OF THE MASTER OF BUSINESS ADMINISTRATION DEGREE FROM UTTER PRADESH TECHNICAL UNIVERSITY
UNDER KIND GUIDANCE OF :
SUBMITTED BY:
MR.ANIL CHAUHAN
SUGANDH KR. UPADHYAY MBA IV SEM. ROLL. NO.0701670103
SUBMITTED BY: RAKSHPAL BAHADUR MANAGEMENT INSTIUTE BAREILLY
ACKNOWLEDGMENT
PREFACE
Contents • • • • • • •
• •
INTRODUCTION
Indian Automobile Industry
A History of the Ford Motor Co.
MAJOR COMPTITORS OF FORD ENDEAVOUR 1-Mahindra Scorpio 2-Mitsubishi Pajero Mahindra Scorpio major features
Striking features • • • • • • •
Model variants • •
• •
Colour variants • • • •
Technical Specifications of Mahindra Scorpio Dimensions & Weights
Engine Suspensions Brakes
Wheels & Tyres Gear Box Tyres
FORD ENDEAVOUR MAJOR FEATURES
Engine
DESIGN AND COMFORT
INTERIOR
RIDE AND HANDLING
SAFETY
VARIENTS,PRICE&COLOUR
Technical Specifications of Ford Endeavour
Overview
Dimensions
Weight Engine
Suspension Brake
MITSUBISHI PAJERO MAJOR FEATURES: SILEANT FEATURES: Exterior: • • • • • • •
Interior: • • • • • • •
Colors: • • • • • • •
Safety features
• • • • • • • • •
TECHNICAL SPECIFICATIONS OF MITSUBISHI – PAJERO
ENGINE
PERFORMANCE
TRANSMISSION
FUEL SYSTEM SUSPENSION
BRAKES TYRES DIMENSIONS
SCORPIO FEATURES
Ford’s
Journey to India
FORD ENDEAVOUR
Endeavour Comfort & Convenience Power train FORD INDIA - Endeavour 2.5L XLT 4x2
On road prices * City
Ex-Showroom
Registration
Registration
& Service Charges
& Service Charges
(Individual)
(Company)
186,105
N.A.
Comprehensive
Total
Total
Insurance
(Individual)
(Company)
50,320
1,608,427
1,422,322
Bangalore
1,372,002
Delhi
1,290,054
N.A.
N.A.
N.A.
1,290,054
1,290,054
Mumbai
1,468,000
112,760
318,280
55,081
1,635,841
1,841,361
Pune
1,385,701
59,228
170,084
51,088
1,496,017
1,606,873
Vashi
1,427,000
109,890
309,670
52,101
1,588,991
1,788,771
FORD INDIA - Endeavour 2.5L XLT 4x4 On road prices * City
Ex-Showroom
Registration
Registration
& Service Charges
& Service Charges
(Individual)
(Company)
Comprehensive
Total
Total
Insurance
(Individual)
(Company)
Bangalore
1,462,002
197,985
N.A.
53,561
1,713,548
1,515,563
Delhi
1,399,032
N.A.
N.A.
N.A.
1,399,032
1,399,032
Mumbai
1,562,600
119,382
338,146
58,551
1,740,533
1,959,297
Pune
1,475,110
62,805
180,813
54,308
1,592,223
1,710,231
Vashi
1,517,000
116,190
328,570
55,310
1,688,500
1,900,880
Ford Endeavour continues to lead the market in premium SUV segment
COMPANY PROFILE
Slogan : Bold Moves, They Happen
Ford Motor Company
Ford’s Journey to India
Product Mix of Ford India A product mix (also called product assortment) is the set of all products and items that a particular marketer offers for sale. For eg: at Kodak, the product mix consists of two strong product lines: information products and image products. At NEC (Japan), the product mix consists of communication products and computer products.
FORD IKON FLAIR ABOUT THE CAR:
Ikon Power & Performance
Engine
Standard Comfort and Convenience Features
Air-conditioning
Central locking
On road prices *
NOTE: Other Models of Ford Ikon Like Ford Ikon Nxt are being discontinued.
FORD FIESTA
Safety Features for the ultimate sense of security Fida Over Styling
PRODUCT LINE OF FORD FIESTA
FORD INDIA - Fiesta 1.4 EXI On road prices * City
Ex-Showroom
Registration
Registration
& Service Charges
& Service Charges
(Individual)
(Company)
Comprehensive
Total
Total
Insurance
(Individual)
(Company)
Mumbai
605,500
47,735
90,120
22,235
675,470
717,855
Thane
577,200
45,754
86,158
20,678
643,632
684,036
Vashi
577,200
45,754
126,562
20,678
643,632
724,440
FORD INDIA - Fiesta 1.4 ZXI (TDCi)
On road prices * City
Ex-Showroom
Registration
Registration
& Service Charges
& Service Charges
(Individual)
(Company)
Comprehensive
Total
Total
Insurance
(Individual)
(Company)
Mumbai
763,000
58,760
112,170
27,748
849,508
902,918
Thane
727,300
56,261
107,172
25,785
809,346
860,257
Vashi
727,300
56,261
158,083
25,785
809,346
911,168
FORD INDIA - Fiesta 1.6 SXI
On road prices * City
Ex-Showroom
Registration
Registration
& Service Charges
& Service Charges
(Individual)
(Company)
Comprehensive
Total
Total
Insurance
(Individual)
(Company)
Mumbai
737,600
56,982
108,614
28,206
822,788
874,420
Thane
703,300
54,581
103,812
26,220
784,101
833,332
Vashi
703,300
54,581
153,043
26,220
784,101
882,563
FORD FUSION
Interiors and Comfort
Flexible Interiors
Driver and Passenger Comfort
FORD INDIA – Fusion On road prices * City
Ex-Showroom
Registration
Registration
& Service Charges
& Service Charges
(Individual)
(Company)
Comprehensive
Total
Total
Insurance
(Individual)
(Company)
Bangalore
623,000
72,530
N.A.
23,345
718,875
646,345
Mumbai
600,000
47,350
89,350
23,158
670,508
712,508
Pune
624,000
28,210
78,150
23,557
675,767
725,707
Thane
572,100
45,397
85,444
21,543
639,040
679,087
FORD INDIA - Fusion (ABS)
On road prices * City
Ex-Showroom
Registration
Registration
& Service Charges
& Service Charges
(Individual)
(Company)
Comprehensive
Total
Total
Insurance
(Individual)
(Company)
Bangalore
727,000
83,970
N.A.
27,091
838,061
754,091
Mumbai
766,000
35,997
97,277
29,571
831,568
892,848
Pune
730,000
32,450
90,850
27,474
789,924
848,324
Thane
730,000
34,557
92,957
27,533
792,090
850,490
FORD INDIA - Fusion + On road prices * City
Ex-Showroom
Registration
Registration
& Service Charges
& Service Charges
(Individual)
(Company)
Comprehensive
Total
Total
Insurance
(Individual)
(Company)
Bangalore
698,000
80,780
N.A.
26,046
804,826
724,046
Mumbai
736,000
34,797
93,677
28,490
799,287
858,167
Pune
700,000
31,250
87,250
26,394
757,644
813,644
Thane
702,000
33,437
89,597
26,553
761,990
818,150
FORD ENDEAVOUR
Endeavour Comfort & Convenience Powertrain
PRODUCT LINE OF FORD ENDEAVOUR
FORD INDIA - Endeavour 2.5L XLT 4x2
On road prices * City
Ex-Showroom
Registration
Registration
& Service Charges
& Service Charges
(Individual)
(Company)
Comprehensive
Total
Total
Insurance
(Individual)
(Company)
Bangalore
1,372,002
186,105
N.A.
50,320
1,608,427
1,422,322
Delhi
1,290,054
N.A.
N.A.
N.A.
1,290,054
1,290,054
Mumbai
1,468,000
112,760
318,280
55,081
1,635,841
1,841,361
Pune
1,385,701
59,228
170,084
51,088
1,496,017
1,606,873
Vashi
1,427,000
109,890
309,670
52,101
1,588,991
1,788,771
FORD INDIA - Endeavour 2.5L XLT 4x4 On road prices *
City
Ex-Showroom
Registration
Registration
& Service Charges
& Service Charges
(Individual)
(Company)
Comprehensive
Total
Total
Insurance
(Individual)
(Company)
Bangalore
1,462,002
197,985
N.A.
53,561
1,713,548
1,515,563
Delhi
1,399,032
N.A.
N.A.
N.A.
1,399,032
1,399,032
Mumbai
1,562,600
119,382
338,146
58,551
1,740,533
1,959,297
Pune
1,475,110
62,805
180,813
54,308
1,592,223
1,710,231
Vashi
1,517,000
116,190
328,570
55,310
1,688,500
1,900,880
FORD MONDEO
Overview Safety & Security
Driving Quality .
FORD INDIA - Mondeo Duratec – Petrol
On road prices * City
Ex-Showroom
Registration
Registration
& Service Charges
& Service Charges
(Individual)
(Company)
Comprehensive
Total
Total
Insurance
(Individual)
(Company)
Ahmedabad
1,571,523
55,780
N.A.
38,746
1,666,049
1,610,269
Bangalore
1,490,000
201,680
N.A.
54,570
1,746,250
1,544,570
Baroda
1,571,000
55,860
111,720
36,587
1,663,447
1,719,307
Calcutta
1,641,760
9,400
10,300
60,167
1,711,327
1,712,227
Chennai
1,564,496
24,900
46,900
39,240
1,628,636
1,650,636
Delhi
1,556,185
8,150
8,150
49,177
1,613,512
1,613,512
Hyderabad
1,570,600
109,942
109,942
36,671
1,717,213
1,717,213
Mumbai
1,629,548
75,182
205,546
51,711
1,756,441
1,886,805
Pune
1,444,000
63,585
179,105
53,188
1,560,773
1,676,293
Vashi
1,576,648
74,066
200,198
50,073
1,700,787
1,826,919
COMPANY MARKETING STRATEGIES
Segmentation a) Segmentation on the basis of Areas/Cities b) Segmentation on the basis of Age: c) Segmentation on the basis of Income: d)Segmentation on the basis of the Lifestyle : e) Segmentation on the basis of Benefits Provided :
f) Segmentation on the basis of the Readiness stage:
TARGETING •
Targeting
• •
Ford Ikon
•
Ford Fusion
•
Ford Fiesta
•
Ford Mondeo
•
Ford Endeavour
Positioning Positioning How Many Differences to Promote? Communicating the Company’s Positioning
POSITIONING OF FORD CARS IN INDIA FORD IKON Baseline: The josh machine
Tagline: Leave the small world behind. The bigger, better josh machine, now at the EMI of a small car.
The 2006 Ford Ikon Flair
Baseline: Live life with josh Headline: Inside every young ikon, there's a young icon.
FORD FIESTA
Headline1: Diesel TDCi Fuel efficient. Fun to drive. Refined. Drive it to believe it Headline2: The reviews got me hooked &10,000 Fiestas booked. Baseline: Go Fida
FORD MONDEO
Headline1: "It has real presence." It bites Headline2: Luxury. The restless version
Baseline: refined aggression
FORD FUSION
Headline1: I'm a Delhi-ite. Headline2: Some cars have great ads. This ad has a great car. Baseline: As different as you
FORD ENDEAVOUR
Baseline: Make every day exciting
IS THE POSITIONING APPROPRIATE OR NOT ?
Ford Fusion Ford Mondeo Ford Endeavour
RESEARCH METHODOLOGY
RESEARCH METHODOLOGY • PLACE OF RESEACH: THE STUDY WAS PRIMARILY CONDUCTED AT FORD PACEFIC IN BAREILLY CITY.THE MARKET SURVEY WAS DONE TO HAVE MARKET PERSPECTIVE OF ENDEAVOUR SUV A BRAND OF FORD INDIA PRIVET LIMITED.WE COMPARE IT WITH OTHER BRANDS . THE OTHER BRANDS ARE: 1-MAHINDRA SCORPIO 2-MITSUBASHI PAJERIO
Sample frame:
a
Sample design & sample size:
Data collection method; Primary sources; • • Secondary sources: • •
Brochures
•
internet
OBSERVATION AND ANALYSIS
ANALYSIS Q-1 what kind of car do you want to purchase?
NUMBER
OF
LIGHT
COMMERCIAL
SPORTS
UTILITY
HEAVY
RESPONDENTS
VEHICLES
VEHICLES
VEHICLE
50
36
5
9
COMMERCIAL
18% LCV'S 10%
SUV'S COMMERCIAL VEHICLE
72%
ANALYSIS: The finding show
that out of the total population 72% prefer to buy light commercial
vehicles,18% peoples wants to purchase sports utility vehicles,10%of the peoples wants to purchse heavy commercial vehicles
Q-2 what do you think about SUVs’?
No.of respondents Status symbol 40
25
Tarrin vehicle
Passion
9
cars 6
of
big
0%
15%
23%
62%
ANALYSIS: Q-3what are the sources of information regarding SUVs’
15%
23%
22% 40%
ANALYSIS:.
Q-4From how many brads are you aware of?
internet t.v newspaper other
9%
17% ford mahindra mitsubishi
74%
ANLYSIS: Q-5 what are the required features of your SUV? mileage
power
Suspension
Ground
No. of seats
clearance
3%
7%
13%
mileage power suspension 53%
24%
no.seats groundclea
A ANALYSIS: Q-6 what is your budget regarding your suv?
15%
2% 6-10lacks 10-16lacks 16-25lacks
16%
25&above
67%
ANALYSIS: Q-7 Are you satisfied with the after sales services of these SUVs’?
satified unsatisfied
ANALYSIS: Q-8 what is your investment pattern for buying SUVs’?
onemi onhardcash
ANALYSIS: Q-9what is the market share regarding ford Endeavour, Mahindra Scorpio & pajero?
10%
23% endeavour scorpio pajero
67%
AANALYSIS: Q-10 Are you satisfied with the safety features provided by these SUVs’?
7%
Satisfied Unsatisfied
93%
ANALYSIS:
FINDINGS
FINDINGS AND SUGGESTIONS
LIMITATIONS
LIMITATIONS:
CONCLUSION
QUESTIONNAIRE
QUESTIONNAIRE: Q-1 what kind of car do you want to purchase?
Q-2 what do you think about SUVs’?
Q-3what are the sources of information regarding SUVs’?
Q-4From how many brads are you aware of? Q-5 what are the required features of your SUV? Q-6 what is your budget regarding your suv?
-7 Are you satisfied with the after sales services of these SUVs’? Q-8 what is your investment pattern for buying SUVs’? Q-9who is better in your opinion ford Endeavour, Mahindra Scorpio & pajero? ( Q-10 Are you satisfied with the safety features provided by these SUVs’?
BIBLIOGRAPHY
BIBLIOGRAPHY
•
• • •
• • •
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