8/12/2019 1574322_634867252361012500

1/21

Objective

Identify key factors that influence car buyers in Chennai

To understand perceptions of brand image of Ford against competitors

and Fiesta Vs competitor cars

Study the communication at POS, and understand the dealer view of

Fiesta over competitor cars.

8/12/2019 1574322_634867252361012500

2/21

Methodology

Identify the prevalent brands and car models in India and segment them.Identify the operating segment of Ford Fiesta

Primary interviews with a sample of the identified segment to gauge the

end user perception of the brands, specific models

Dealer visits and observe interactions at POS

Segment communication analysis of competitor cars and identify trends if

any

8/12/2019 1574322_634867252361012500

3/21

Structure

Segmentation

Segment Communication Analysis

Survey AnalysisPrimary

Dealer Report

Recommendations

8/12/2019 1574322_634867252361012500

4/21

Segmentation of Car Industry - India

Listing of features of each model specifically :

Price

Design: Hatchback, Sedan/saloon, SUV

Engine Capacity & Power : Performance

Fuel Type

8/12/2019 1574322_634867252361012500

5/21

Segmentation

1-3 lakhs

3-5 lakhs

5-10 lakhs

10-14 lakhs

14 + lakhs

8/12/2019 1574322_634867252361012500

6/21

Discoveries

Increase in the design variety from the low( 1 variant, hatchback) to themid price segment( sedan, hatchback and SUV)

Less models/variety of SUV in the 5-10 lakhs segment

All transitions into the high priced segment go for a sedan model than ahatchback. Thus the sedan design type is associated with luxury

8/12/2019 1574322_634867252361012500

7/21

Segment Behavior

8/12/2019 1574322_634867252361012500

8/21

Segment Communication Analysis

Investigation of the press advertisements 200609 for Honda City,Hyundai Verna and Maruti SX4

The press advertisements were categorized into two:

Variable marketing (VM): This included financing, maintenance, exchangeand other offers such as free accessories

Brand: Absence of any of the above mentioned offers and only the

message conveyed by the brand

8/12/2019 1574322_634867252361012500

9/21

AIDA ModelAttention

Action

Desire

Interest

Cognitive

Behavior

Affective

8/12/2019 1574322_634867252361012500

10/21

Discoveries

The launch phase focuses exclusively on brand advertisements to increaseawareness (AIDA)

These continue for one quarter and then VM advertisements take over

However the competitor action focuses on brand advertisements in thisquarter, probably to increase awareness of the perceived superiority of

their product

Frequency of VM advertisement exceeds brand advertisements at any

time

8/12/2019 1574322_634867252361012500

11/21

Survey

Identifying the parameter users desire in a car Feature Ratings

Rating the brand and the models on a scale of 1-5.( Brand and Model

Ratings)

The perception of the users regarding petrol and diesel powered vehicles

8/12/2019 1574322_634867252361012500

12/21

Survey Analysis

I. Feature Ratings Performance ranks the highest as the feature desirable in a car, followed

by maintenance ease , fuel efficiency and reliability

II. Primary Brand Ratings

Maruti scores the highest on maintenance ease, spare parts availability

and after sales service followed by Hyundai and Honda

Maruti is again the highest on mileage feature but the difference is very

less among Honda and Hyundai. Ford again ranks the least

8/12/2019 1574322_634867252361012500

13/21

Survey Analysis

III. Model Ratings

Nameplate City leads in stylishness followed by Linea and SX4.Verna and Fiesta Ranks

the same

City leads in fuel efficiency, SX4 and Linea ranks the same and Fiesta and

Verna rank the least

City leads in reliability and SX4, Linea and Fiesta rank the same

City leads in performance parameter followed by Fiesta

City again leads in comfort followed by SX4, Linea and Fiesta

8/12/2019 1574322_634867252361012500

14/21

Discoveries

Maintenance cost and price is perceived to be vary widely (50% approx)between petrol and diesel variants

However performance is not perceived to change

Reliability is perceived to be similar among petrol and diesel variants

Service quality and availability of service centers are perceived as the

most desirable features with the purchase of a car

Extended/free warranty features rank low on desirability scales

DIY kits and customized maintenance plans rank second on desirability

features

8/12/2019 1574322_634867252361012500

15/21

Dealer Reports

POS Communication

Dealer Pitch

8/12/2019 1574322_634867252361012500

16/21

POS CommunicationMPL Ford

New ford fiesta- styled to perform poster

Same poster on help desk

Fall in dura love ford fiesta poster

1.6s color chip display

Accessories display and poster

Tech spec stand

8/12/2019 1574322_634867252361012500

17/21

Dealer PitchMPL Ford

Successful in petrol and diesel versions

Provides zip and drive pleasure with sporty looks

TG- young males who use car for daily commuting and weekend outings

8/12/2019 1574322_634867252361012500

18/21

Competitor Dealers

POS communication is similar in all the outlets in terms of display of car models,

tech spec stand, standees, danglers, posters etc.

Differences in dealers pitch at various showrooms

HONDA: Emphasis on power and drivability. Additional emphasis on special

features like i-pod compatibility

HYUNDAI: Emphasis on success in both petrol and diesel variants, special features

such as inbuilt music system and clutch lock facilities

MARUTI: Emphasis on maintenance ease and free service features

FORD: Emphasis on driving pleasure (power and performance) and sporty looks.

8/12/2019 1574322_634867252361012500

19/21

Observations

Poor interiors as compared to luxurious interiors of city

Absence of rear anti- fogger; proves disadvantageous on long distance

drives

Non- availability of music system in car at that price; absence of i-pod

compatible accessories

8/12/2019 1574322_634867252361012500

20/21

8/12/2019 1574322_634867252361012500

21/21

Recommendations

Offer DIY kits and user interaction in maintenance programs

Stress on reliability aspect : - It never breaks down , marathon runs

Communication model of Ford skips from the cognitive to the behavioral

stage

Adopt a twin communication pattern, Fiesta shows a high awareness rate

and better perception than brand Ford