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8/8/2019 Mps Mkt Plan Rio
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Marketing Plan of “RIO” - Thenew generation car
Submitted to - Submitted by-Prof. S.P Ketkar (Group B2)
Alpana MishraJayant GoyalKapil RawalParineeta sharmaRohit ChauhanShubham Sharma
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OBJECTIVE✔ To enter the Indian 4-wheeler market with the
product of the new generation.✔ To capture a market share of more than 10% in
the next 5 years.✔ To make RIO the most sold hatchback car in
India.
MISSIONThe mission of the company is to be the marketleader in the four-wheeler market of India and toestabish itself as a global player.
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SEGMENTATION
Geographic
REGION INDIA
Demographic
GENDERGender Male &Female
AGE 18 years &above
INCOME Middle class &upper
PSYCHOGRAPHIC
SOCIO ECONOMICCLASSIFICATION
A2,B1 and B2
LIFE STYLE Ambitious individualbut considers valuefor money
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PRODUCT✔ Hatchback car✔ Petrol and diesel variant✔ Petrol - LX,LXI,VXI✔ Diesel – LDI,VDI✔ Mileage – 25km/ltr✔ Elegant interior✔
More seating comfort✔ Superior engine performance
PLACE✔ Presence all over India✔ Tie-up with Suzuki Maruti for sales& distribution
PRICE
✔
Price range for petrol models will varyfrom Rs.3,50,000 to Rs. 4,25,000✔ Diesel models Rs.3,80,000 to Rs.4,20,000✔ Dealers price for base model is Rs325000
PROMOTION
✔
Advertisement✔ Demo’s✔ Exhibitions and trade fairs.✔ While doing promotion the focus willbe on looks of the car, low price,features, Mileage & maintenance.
Marketing Mix
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COMPETITIVE FORCESTHREAT OF NEW ENTRANTS✔ High✔ India, one of the fastest growingeconomies in the world✔ Huge untapped market✔ Growing middle income group
BARGAININGPOWER OFBUYERS:✔ High✔ Presence of many players✔ Many optionsavailable tochoose from
BARGAINING POWER OF SUPPLIERS:✔ Low✔ Many suppliers available✔
Can even import parts
THREAT OF
SUBSTITUTES✔ Low✔ Main substituteTwo wheeler✔ 4- wheelerrequirement
cannot be metwith 2 wheelers
THREAT OF INTENSESEGMENT RIVALRY ✔ Many Players present.✔ Huge potential customer base✔ Entry of foreign Playersintensifying the rivalry
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Competitors Product Analysis
Name of the
Competitors
Maruti Swift Hyundai i10 Ford Figo
Body Type Hatch Back Hatch Back Hatch Back
Engine 1298 cc 1197 cc 1196cc
Dimensions 3760XX1530mm 3565XX1550mm 3795XX1427mm
Mileage 16.1 kmpl 16.0 kmpl 15.5 kmpl
Fuel Petrol and Diesel Petrol Petrol and diesel
Price 400000-580000 380000-520000 370000-530000
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Differentiation Strategy✔ Better mileage✔ Elegant interiors & spacious.
Positioning StrategyWe will position RIO in the already competitive low priced Hatchback car
segment . The positioning strategy in this segment will intensify thecompetition. Our product will be best placed as it is economical thanother products available in this segment. The mileage is also betterwhich will be a major sales booster for the product.
Contingency PlansIf our offer is not able to generate enough demand in the market or incase it does not succeed our plan will be to keep intact our product butmake necessary changes in our offering along with the advertisingcontents in line with the target market expectations.
Strategy & Plans
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THANK YOU!!!
