Usama Aslam

(Project Facilitator &

Administrator)

Riyaz Kamal
Nishva Parveen Syed Mazhar Burhan
(Environmental
(Market Researcher) Analyst) (Strategic Analyst)

Sandeep Md Arif Naseem Ahmed

(Business Analyst) (Budget Expert) (Brand Manager)
 25 -Nov-2016

E1 E2 E3

10 -Oct-2016 25 -Nov-2016 Launch 15-Jan-2017

1-Jan-2017
 Contents

 Marketing Plan
 Executive Summary
 Situation Analysis – External
 Situational Analysis – Internal
 Environmental Analysis
 Competition Analysis
 Swot Analysis
 Porter’s 5 Forces Analysis
 Objective and Goal
 Action Plan –
o Product
o Price
o Place
o Promotion
 Budget
 Timelines
 Executive Summary

WHERE ARE WE NOW? WHAT DO WE WANT TO DO?

We are beginner in To launch a Brand New Car
passenger car industry “RAFTAAR” in Indian Automobile
industry

HOW CAN WE GO THERE? WHERE DO WE WANT

Matching “RAFTAAR” to right TO GO?
market with clear Positioning As a beginner, We target to
and messaging +Maximizing achieve market share of 3%
Sales
 Situation Analysis-External

Market Analysis

230 Lacs vehicle approx.

B+ hatchback cars.
30 Lacs Approx.

Body Type Sales Market Sales (Manufacturer)

American, 4%
European, 4%
SUV
8%
Domestic,
SEDAN 13%
25% HATCH-49%
Japnese, 61%
Korean, 18%

MUV
18%

Japnese-61%
Hatchback -49%
 Situation Analysis-External

Market Share
Renault
4% Others
Tata 6%
5%
Toyota
6%

Honda Maruti
6% 47%

Mahindra
8%

Hyundai
18%
 Situation Analysis- Internal

Brand Image •New entry into market. No brand image

•400 acre Land in Rajasthan

Infrastructure • Production capacity 1lacs unit /Annum
•In-house R & D facility

•1000 Manpower working in Company

Manpower •Recruitment for specialist is ON.

•200 Crore Capital investment in project

Money •Loan of 50 Crore from Bank

Machine •20 Robots are Placed on Assembly & Paint line

•Euro-IV emission norms are in Force

Material •Government planning to implement Euro –VI emission by 2020
 Environmental Analysis

P •Stable Political Government at Center

•Government is investing in transport infrastructure
Political

E •Expected GDP growth is 7.1 in 2016

•Petroleum price 45.6 $/Barrel which is same as of 2004.
Economic •Rs500/Rs1000 Currency demonetization

S •Urbanization is increasing, change in lifestyle and preference

•People are socially connected through digital world (Facebook/Tweeter)
Social

T •Technological advancement are preferred in Automobile industry

(Airbag/Keyless Entry/Safety Features)
Technological

L •Facility permission is improving .

•Online portal for Registration of vehicles “VAHAN”
Legal •GST is under preparation (simplification of Tax)

E •Euro-IV emission norms are in Force

•Government planning to implement Euro –VI emission by 2020
Environmental
Competition Analysis
 SWOT Analysis

Strength Weakness
 High Speed Transmission  No Brand Image
 Good advertising to create brand  Highly Competitive Segment
visibility
 Diesel and petrol variants available
 Colors, features, mileage and
low maintenance
 Value for Money Price Bracket

Opportunities Threats
 Fast Growing Automobile Market  Intense Compition
 Increasing purchasing power parity  Government Regulation
 Government Focus on Automobile  Impact of Demonetization of Rs500/Rs1000
Notes
 Porter’s five force Analysis

Low Bargaining Power of Supplier High Bargaining Power of Buyer

due to highly competitive existing due to their Price sensitive nature
market and presence of alternatives.

Competitive Rivalry
are less due to Price
based Competition

Threat of substitutes is high due to

Threat of New Entrants is obvious
presence of both- Alternate
due to existence of High level of
offerings & Alternate mode of
Entry Barriers.
transportation

• We are opted Multi Supplier to reduce supplier Bargaining power

• 100% Local Supplier
 Objective- Raftaar

Objective:
To create brand equity in Indian automobile market and achieving sales volume of
1lacs vehicle in market with covering 3% market share in Passenger car industry

1 Lacs Cars sales /Year

Raftaar
3%
Market Share Others Sales Per Month
Renault 5% 10000
9000 9000 9000 9000
Tata 4% 9000 8300 8300 8500 8500
8000 8000 8000
4% 8000 7400
7000
Toyota 7000
6% 6000
Honda Maruti 5000
47% 5000
6%
4000
3000
3000
2000
Mahindra 2000
7% Hyundai 1000
18% 0

The Company motive is highly focused towards highest level of Customer satisfaction by
providing

 Good quality product

 Competitive pricing
 Availability at place
 STP

• GEOGRAPHICS: All India Region (Focus on Metro Cities)

S • DEMOGRAPHICS: Age 20~40 Yrs , Salary 6~10 Lacs
/Annum ,Occupation  Employee, Self Employee, Social
MidleUpper Class

Segmentation • PHSYGRAPHICS: Dreamers, Ambitious, Price conscious.

• BEHAVIRAL: Style , Quality & Price(Economical)

T •Targeting first time buyers

•Price Conscious Buyers
•Feature and quality founder customers
Targeting • Ambitious

P •Competitive pricing in B SEGMENT (Which is fastest growing segment)

• Position in market as Raftaar : “ The Fastest Car “

Position
 Marketing Mix

Promotion Raftaar Price

 Marketing Mix-Product

Promotion Raftaar Price

 Product Preview- Raftaar

Launch Date: 1th Jan 2017

Price Petrol: Rs.422K ~ 553K (Ex-showroom Delhi)
Diesel: Rs. 517K ~ 637K (Ex-showroom Delhi)
Technical Specifications
ENGINE Lxi Vxi Zxi Ldi Vdi Zdi

Price (Rs '000) 422K 475K 553K 517K 560K 637K

K Series Petrol engine with VVT DDiS Diesel Engine
Type
Size 1197 cc 1248 cc

Max.Power 87PS @ 6000 rpm 75PS @ 4000 rpm

114 Nm@ 4000 rpm 190 Nm @ 3100 rpm
Max.Torque
Fuel Supply System Electronic Fuel Injection Electronic Fuel Injection
TRANSMISSION 5MT 5MT
SUSPENSION

Front MacPherson Strut MacPherson Strut

Rear Torsion Beam Torsion Beam

BRAKES

Front Ventilated Disc Ventilated Disc

Rear Drum Drum

DIMENSIONS

Legth X Width X Height 3850 mm x 1695 mm x 1530 mm 3850 mm x 1695 mm x 1530 mm

Wheelbase 2460 mm 2460 mm

Ground Clearance 170 mm 170 mm

Fuel Tank Capacity 42 Litres 42 Litres

Turning Circle Radius 4.8 m 4.8 m

165 / 80R14 185 / 65 165 / 80R14 185 / 65
Tyre Size R15 R15
kerb Weight 960 kg 970 kg 990 kg 1050 kg 1070 kg 1080 kg

New Raftaar with 1.2L PE and 1.3L DE, 5 Speed Manual Transmission
 Key Features- Raftaar

Safety Comfort Interiors

Dual SRS Airbags ABS with EBD Increased L/R and

(Zxi/ZDi) (Zxi/ZDi) Foot space
Trendy and Premium interiors

Exteriors Multi information Display

Stylish Vertical Tail Unique Vertical
Lamp Headlamp

Auto climate control

15’’ Signature Alloys

Rear Sports Retractable cup holder

Antenna Waterfall Centre console Streering Audio
(Zxi/Zdi) Control (Zxi/Zdi)
ORVM Turn Indicator

New Dynamic
Grille Tilt steering & Dr. Seat
Height adjustment Wrap around silver accent
 GRADE WISE Features- Raftaar
Raftaar LXI /LDI Base Grade
Raftaar VXI/VDI Grade Features Raftaar ZXI/ZDI Grade Features
Features
Safety
• Immobilizer Safety Safety
• D/N RR view Mirror • Center Locking • Duel SRS
• Dr seatbelt reminder • Fr Fog lamp • ABD+EBD
• Dual Horn • Security Alarm
• Keyless Entry Exterior
Exterior • Alloy 15”
• Body Colored Bumper Exterior • Rear Defogger
• Manual Inner Adjust ORVM • ORVM Side turn indicator • RR wiper with Washer
• Tire R14” w/hub cap • Body Color Door Handle
• RR Antenna • Body Color ORVM Comfort & Convenience
• Integrated Audio (USB/CD/Aux)
Comfort & Convenience Comfort & Convenience • Auto A/C
• Power Steering (EPS) • Seat Back Pocket • Steering mount Audio
• A/C (manual) • Cigar lighter
• Tilt Steering Interior
• Instantaneous & Average Fuel • Power window Front/Rear Interior
consumption display • Inner handle Chrome • Driver Seat Adjuster
• Seat Back Fold Down (100%) • Seat Belt adjustable
• Light off, Key off reminder • 4 Speaker
• Door ajar warning lamp

Interior Petrol Variants Diesel Variants

• Black Interiors
• RR seat back fold100% L-xi L-di
• Sporty wrap around trims
• FR Headrest Only V-xi V-di
• Retractable cup holder
• RR Shelf Z-xi Z-di
 Exterior Color Option -Raftaar

Metallic Blazing Red Metallic Torque Blue

Metallic Glistening Grey

Metallic Silky Silver

Metallic Midnight Black Metallic Pearl Arctic White

 Marketing Mix- Price

Promotion Raftaar Price

 Pricing-Raftaar

Zxi Zdi
+85K
553K 638K Price Petrol: Rs.422K ~ 553K (Ex-showroom Delhi)
Diesel: Rs. 517K ~ 637K (Ex-showroom Delhi)

+77K +77K
Petrol to Diesel Price Difference 85K ~95K

Vxi Vdi
+85K LXI to VXI Price Difference 54K
476K 561K
LDI to VDI Price Difference- 44K

+54K +44K VXI to ZXI Price Difference 77K

VDI to ZDI Price Difference- 77K

Lxi Ldi
+95K
422K 517K

1.2 PE 1.2 DE
 Pricing-Raftaar

Price
9

6 I-20
Raaftar
Swift
3 4.22 Lacs – Polo
Raftaar
Jazz

0
0 2 4 6
 Marketing Mix-Place

Promotion Raftaar Price

1 Manufacturing Dealer Customer

Delivery to
2 Corporate Booking Manufacturer
Customer

Online/Web Delivery to
3 Manufacturer
Channel Booking Customer

 We will be distributing our products through Authorized Dealership channel

across India.
 We Would also serve the vehicle through Direct Sales <a> Corporate booking
received at Factory and <b> By Online/Web portal Booking Received . The Car
would be send directly to customer place through logistics partner
 Marketing Mix-Promotion

Promotion Raftaar Price

 Promotional Activity

Car Launch at
Le-Meridien Hotel Budget Summary :-
Hotel Booking - 20 Lacs
Event Management-15 Lacs
4 metro cities Logistics & material -10 Lacs

Local Media (IBN7/AAJ TAK, TOI, Zee News ) would be INVITED to cover launch event
 Promotional Activity

Paper Advertisement
News Paper Location Adv Date Amount

Hindustan Times All India 1-Jan-17 30 Lacs

Times of India All India 1-Jan-17 30 Lacs

Deccan Chronicle Hyderabad 15-Jan-17 5 Lacs

Indian Express Chennai 20-Jan-17 4 Lacs

Navbharat Times Delhi 20-Jan-17 3 Lacs

Banner & Leaf let

Banner
Hoarding No of Cities
Cost
20’x10’ 20 20 Lacs
20’x20 10 15 Lacs
30’x20’ 5 10 Lacs
RAFTAAR
 Budget Summary

Budget Activity Budget

Amount
Media Launch @ Hotel 45 Lacs
Brand Ambassador 110 Lacs
News Paper Advertisement 72 Lacs
Banner 45 lacs
Leaflet 10 Lacs

TOTAL 282 lacs

 Recovery of this budget would be done in 3 months of Sales

Volume
 This Promotional Activity would create brand image in Industry
 Time Lines

Approval

Production Start Up

Promotional Activity Booking

RTO Approval/ Documentation

Launch Car Dispatch to 4 Location

Product Training to Dealer Staff

Vehicle Dispatch to Dealer

Launch Of Vehicle

Nov,16 Dec,16 Dec,16 Dec,16 Dec,16

Week-4 Week-1 Week-2 Week-3 Week-4