advertising strategy for maruti celerio for brandwarz at technika'14
TRANSCRIPT
By:Gaurav Raj Anand
Nishant Shukla
BIT PATNA
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BRANDWARZ
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Maruti in India• If you’ve gone from here to there or just about anywhere in India, chances are
you’ve driven with Maruti. For over 3 decades now, it has been going places with India.
• 1982. Gurgaon, Haryana. Little did this quiet suburb of New Delhi know that it was to become the seat of India’s automobile revolution, at the Maruti Suzuki factory.
• In 1982, India turned out just 40,000 cars every year. The Maruti 800 rolled out and a new chapter began.
• Ours was a story of an obsession with customer delight, unheard of until then.• It was about a commitment to create value. Of innovation, quality, creativity,
partnerships, openness and learning.• It was a new story of leadership. Today, Maruti Suzuki alone makes 1.5 million cars
every year. • That’s one car every 12 seconds. Head and shoulders above the rest, which
includes every major global auto company.• As of November 2012, it had a market share of 37% of the Indian passenger car
market.
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INTRODUCING MARUTI CELERIO
• The First Auto-Transmission Hatchback• 6-differnent variants to choose from:• 4 available with Manual Transmission.• 2 with AMT EZ Drive System.• Celerio will be offered in standard Maruti
Suzuki Trims- LXi,VXi and Zxi.• Bookings are already open for Maruti Celerio
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Marketing Strategy
• Advertisements shall be focused on: i) Drive Quotient ii) Technology Quotient iii) Style Quotient iv) Gismos Quotient• These factors will place us in a totally different
outlook compared to other cars in this segment.
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Drive Quotient
• The breakthrough EZ Drive technology is here to transform your driving experience for ever, with the Auto Gear Shift and an incredible mileage.
• Now no more changing gears or stressing about fuel bills.
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Technology Quotient• K-NEXT ENGINE : The K-Next engine is better in every way. Apart from Flatter Engine Torque, it
has Drive-by-Wire technology resulting in peppier drive. Along with that, various improvements like optimized compression ratio, reduced frictional losses, low viscosity engine oil and re-designed valves and springs lead to better fuel efficiency. So now, you enjoy a faster throttle response, better torque delivery and upon that class leading fuel efficiency too.
• DRIVE-BY-WIRE TECHNOLOGY An electronic throttle body gives you better torque delivery and more
responsive drive besides aiding higher fuel efficiency.• ALL NEW TRANSMISSION The next generation transmission reduces mechanical losses and aids
improvement in fuel economy. It also enables effortless gear shift operation and reduces noise in the cabin.
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Style Quotient• Maruti Suzuki has designed a car especially for you. It's not only stunning
to look at, but incredibly practical too. • Curves make a car and the Celerio has them flowing in and out in a
thrilling new design that we call CICO Styling i.e. Curve In Curve Out Styling.
• This lends it a sculpted youthful body that is aerodynamically better and exudes energy.
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Space Quotient• The interiors of the Celerio have been intelligently designed to maximize
space and comfort. It gives you a roomy cabin - spacious headroom, legroom and shoulder-room and a large boot space.
• You also have the option of 60:40 split flexibility in the rear seats to increase luggage capacity. That is what we call XpanDesign.
• The flowing curves of the dashboard and the way it merges with the rest of the interiors give the cabin a premium feel.
• All of it comes together to create a space thats perfect for you and your family to settle into and enjoy the drive.
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• XPANDESIGN
• Large Boot Space
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15 SMART UTILITY SPACES
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GIZMOS QUOTIENT• The Celerio offers you a fully-loaded drive with features that take care of
all your entertainment and connectivity needs with easy access controls.• INTEGRATED AUDIO WITH BLUETOOTH CONNECTIVITY
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• STEERING MOUNTED AUDIO CONTROLS
• MULTI-INFO DISPLAYDisplays useful information such as Instantaneous fuel efficiency, average fuel efficiency, range
etc. For Auto Gear Shift, Gear Position indicator is also built-in.
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• TILT STEERING
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PRICING
EX-SHOWROOM PRICE AT PATNA *
VARIANT METALLIC NON-METALLIC
Maruti Celerio LXi 3,98,773 3,98,773
Maruti Celerio LXi (AMT) 4,38,624 4,38,624
Maruti Celerio VXi 4,27,771 4,27,771
Maruti Celerio VXi(AMT) 4,67,622 4,67,622
Maruti Celerio ZXi 4,58,039 4,58,039
Maruti Celerio ZXi(O) 5,04,448 5,04,448
* Prices are in Indian National Rupee.
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Target
The ADS shall be targeted on:• Fresh Job Entrants who would like to own a car with
some very attractive features but still be within their reach.
• Mid Level Employees who were looking forward to own a car either for Family or Personal use.
• Young students from well to do families who can afford to have a car which is compatible to their demands.
• Businesses looking forward to use this car as a suitable Rental Car or Cab option.
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In Focus
Following has to be brought to the notice:• Being a car that offers the most at this price.• Finance Plans, EMI’s & Loans .• Comparison among other cars of segment.• Emphasize upon the advantages.• Emphasize on Maruti Suzuki having the largest market
share in car sales in India approving it of enormous trust asscoiated with it’s cars.
• A very well distributed regional coverage by Maruti Suzuki’s Dealers and Service Centers, which is still unmatched by other key players.
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Test-Drives
• Test Drives are quite easy to book.• SMS “CELERIO” TO 53636• Call on it’s dedicated toll-free no. 1800-102-1800
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BOOKINGS ARE ON!!!!
What are you all waiting for?
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END OF PRESENTATION
THANKYOU!!
We Invite Questions , if any.