Trucks and Buses

KNOW YOUR BRANDSTruck Brands in India

Name Tejas JadhavDivision M.M.SRoll No. M14044SIMSREE,Mumbai

TRUCK BRANDS IN INDIAASHOK LEYLANDVOLVO TRUCKSBHARAT BENZSML ISUZUMAHINDRA TRUCKSTATA MOTORSEICHER MOTORSMAN TRUCKS INDIAASIA MOTOR WORKSFORCE MOTORS

1. ASHOK LEYLANDINTRODUCTIONAshok Leylandis anIndianautomobilemanufacturing company based inChennai, India. Founded in 1948, 2nd largest commercial vehicle manufacturer in India4th largest manufacturer of buses in the world16th largest manufacturer of trucks globally

Founded by Raghunandan Saran, a freedom Fighter and persuaded by Jawaharlal Nehru to invest in modern industrial venture so formed ASHOK MOTORS in 1948

HISTORY OF BRANDNamed after founders only son Ashok SaranEngaged in Assembly and distribution of Austin A40 passenger cars in IndiaPartnered with Leyland Motors,England in 1954 as Saran envisioned the need of commercial vehicles in India than Passenger vehiclesHinduja group took a 51 percent stake in the company in 2007

INITIAL PURPOSE Initial purpose was to assemble and manufacture Austin cars from England

CURRENT STATUSIndias largest exporter of medium and heavy duty trucksAnnual turnover of 1.7 billion USD and sells around 89000 medium and heavy commercial vehicles

Brand Logo Evolution

Started as Ashok MotorsLogo after JV with Leyland

GROUP Continued till 1980 and then was splitHindujas acquired 51 percent stake in 2007FINAL LOGO

Current CEO and Chairman

S.P HINDUJACHAIRMAN HINDUJA GROUP

INITIAL ADVERTISING

AD: VARUN AND HIS DADTo promote passion for Engineering and support tag lineEngineering your tomorrow and Aapki Jeet.Hamari Jeet

Marketing Activities of the brandAdopted Celebrity Endorsements signed a deal with M.S Dhoni in 2012

100 M long Postor @ Chennai Headquarters

Why Dhoni?Mr Vinod K. Dasari, Managing Director, Ashok Leyland, said, Mahi's choice was almost automatic for I cannot think of another person befitting the values of Brand Ashok Leyland so well. A true son-of-the-soil, a leader who is focused, straight-thinking, passionate and, most of all, humble, he will lead the numerous initiatives that are on the anvilThis was backed by multimedia campaign addressing all the mass segments

OTHER ADVERTISEMENTS

DHONI LASSI AD CRUCIAL FOR THE BRAND TO BUILD BRIDGE AMONG STAKEHOLDERSA TRUCK DRIVERA FLEET OWNERA MECHANICShowcasing equal importance Of everyone entering intoEmotional space

2. Volvo Trucks HistorySubsidiary of Volvo Group with some other truck brands.The first Volvo truck rolled off the production lines in 1928.Global headquarters inGothenburg,Sweden. And manufactures and assembles its trucks in 15 countries. Volvo Trucks employed about 58,542 people around the world in 20113.In 2013, a total of 200,274 trucks where delivered from the Groups wholly-owned operations.

History Of Volvo Trucks

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Company Introduction Business Report

Business of Volvo and Volvo Trucks65% of Volvo Group`s net sales share comes from Truck business.And over 40% of net sales for truck business occurred in Europe, 46% from North & South America, and15% from Asia.Truck business is the main part of entire Volvo Group.

Sales Share of Volvo Group (2013)Sales Share of Volvo Trucks (2013)

41%-23-13-15-815

Company Introduction Financial Status & RecentTrucks201320122011Net sales178,474189,15619,8920Operating Income6,82412,21918,227

SEK M3-year figures of Volvo Truck BusinessAfter the great depression of 2009, sales and operating income increased continuously for 2 years.However, figures of recent 3 years show re-declining tendency in not only sales but also operating income.Volvo Tucks started to prepare some new strategies, including marketing programs, for re-boost up their business and sales.

Strategy Plans of Volvo Trucks

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Company Introduction Brand StrategyAll the above brands are sister truck brands of Volvo TrucksVolvo Trucks has many various truck brands to cover all of market needs.From basic to premium, Volvo Trucks brand was renewed to deal with decreasing market situation.As the top premium brand, Volvo is targeted to satisfy high-end luxury customers.Brand Strategy of Volvo Trucks

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Brand Logo

As the symbol widely used for steel, the iron mark represents what Volvo stands for it is the ultimate symbol of strength, durability and staying power

CEO, Chairman and Founders

Marketing Activities of the brand

Internet Marketing Activities

In fact, Volvo Trucks is now using lots of SNS to share values and experiences of their products. However there was not outstanding campaign through these various pathways before.

To success renewal brands, Volvo truck decide to revitalizetheir premium brand unit, VOLVOSince September 2012 we have renewed our complete European product range and in connection with this intense launch period we wanted to create a campaign that communicated our products in a different way and that put focus on our technical innovation, hence the live-test campaign was born. The idea behind the campaign is to live test certain features in our trucks in a spectacular way.

- Marie Vassiliadis, Head of Volvo Trucks PR activities*Buttons are directly linked to each SNS of Volvo Trucks

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Volvo Trucks Live TestSeries of 6 video clips with excellence of Volvo Trucks- Specific informations but also interesting and FUN

Campaign

Start: Aug 15, 2012 ~ Nov 13, 2013 6 video clips in YouTube Provides superiority of each part of Volvo truck YouTube + SNS link + Mobile accessibility

AKQA22

Volvo Trucks Live TestKey Idea 4: ParodyThe Last and the most successful clip, Epic Spilt was done by famous actor Jean-Claude Van Damme, as he carries out his famous split on the side mirrors of two reversing trucks.Impact of this scene was so huge that many parodies were made by lots of others, even different industry company like Coca-Cola. Live Test campaign could last longer than expected because of this voluntaryparticipation of viewers. Just like Gang-nam Style case, parody was the main reason that Live Test spread out fast through the internet. The more parodies made, the more views generated.

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3. BHARAT BENZ Founded Feb. 17 201160% Stake Diamler AG and 40% Hero Motor CorpThe decision to launch the brand was prompted by Daimler's determination to compete in the fast-growing Indian truck market against existing Indian brands such as Ashok Leyland,Tata Motorsand Indian ventures of other leading global truck manufacturers like VE Commercial Vehicles (Volvo-Eicher Motors-Joint Venture)

INITIAL POSITIONING OF BRAND

GAP IDENTIFICATION AND TG

Current Board Members

Taglines and Logo

ADVERTISING BY BRAND

LOWE LINTAS BAGS ORDER OF Rs.10 crore for media and creative

SML ISUZU

Sumitomo Corporation, Japan54.96 %Isuzu4 %MFNB9.1 %FIIs2.67 %Public25.22 %Share Holding Pattern

Bus Body Plant (BBP)Some of the products From SML are

Executive, Ultra-Luxury class vehicle

4WD Ambulance for Defense

Standard AmbulanceCardiac-ICU AmbulanceSemi low floor AC-CNG Bus Semi low floor AC School bus

Controversy over SWARAJ BrandFormer associate company Punjab Tractors manufactured agricultural tractors and combine harvesters under theSwarajbrand name before selling 64.6% toMahindra TractorsIn 2009, Mahindra and Swaraj Mazda settled a dispute over the use of theSwarajname, allowing Swaraj Mazda to continue using the name for only two more years

Isuzu's inception is very similar to that of other Japanese car and truck makers, such as Hyundai and Kia, who have entered the automotive industry as result of company growth and favorable conditions for expansion. Before Isuzu there was the Tokio Ishikawajima Shipbuilding and Engineering Company who planned taking its business further as early as 1910

TAGLINE

ADVERTISING TILL DATE

TV ads from Distributor

MAHINDRA TRUCKSMahindra Truck and Bus Division, formerly called Mahindra NavistarMahindra International, is an Indian commercial vehicle manufacturer formed in 2005 from a joint-venture betweenNavistar International(49%) of the United States and Indian automobile maker Mahindra & Mahindra (51%).It has been demerged into Mahindra & Mahindra ltd and became a separate division.Mahindra Navistar Tanker Truck on NH45 in Tamil Nadu(2013)Mahindra Truck and Bus commercial vehicles range from 3.5 49 tons GVW/GCW.

Mahindra Products

MAHINDRA SARTHI ABHIYANStaying true to its philosophy of 'RISE', Mahindra has introduced Saarthi Abhiyaan to turn the spotlight on the Indian truck driver community. This unique CSR project not only supports truck drivers but their families too. The first phase of Saarthi Abhiyaan was launched with a popular and heart-warming scholarship programme for the daughters of truck drivers

Mahindra Trucks and Buses

Mr. Pawan Goenka Director at Mahindra Trucks heads the Grouo

Brand Logo and Tagline

When Mahindra spoke to customers across the world, all of them without exception expressed a strong sense of optimism about the future and shared a common desire to Rise, to succeed and create a better future for themselves, their families and their communities. The group hired StrawberryFrog, a New York-based global advertising agency

2011 ADVERTISING

Mahindra Brands Print Ad

TATA MOTORS

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Product Range53

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TATA MOTORS

ADVERTISING

TATA Prima Positioned as The World SMART TRUCK

BRAND APPEALING TO YOUNGSTERS

EICHER MOTORSEicher Motors Limited(EML) incorporated in 1982, is an Indianautomakercompany based inGurgaon, India.It is a subsidiary of volvo ab Eicher Motors Limited (EML) is the flagship company of the Eicher Group, which was a catalyst in the green revolution in India with the production of Indias first agricultural tractor in 1959. EML is now a leading player in the Indian automotive space

COMPANY HISTORYThe company's origins date back to 1948, when Goodearth Company was established for the distribution and service of imported tractors.In 1959 the Eicher Tractor Corporation of India Private Ltd. was established, jointly with theEicher tractorcompany, aGermantractor manufacturer. In 1960 the first tractor produced in India was put on the marketIn July 2008, EML andVolvo Group's 50:50 joint venture VE Commercial Vehicles (VECV) designs, manufactures and markets commercial vehicles, engineering components and provides engineering design.

VECV IntroducingVolvo Group and Eicher Motors Limited

Highly Fuel Efficient 9.5T Payload Truck

BRAND IDENTITYThe evolution of Eicher provided an opportunity to refresh the brand, in order to reflect the new values, products, plans and ambitions. The very essence of the brand has been redefined and the design philosophy has been derived from it.

The new essence would help:Develop a common binding factor and umbrella effect across all the products and services.Inspiration and direction for brand related communication and initiative.Occupy a distinct space in the minds of the stakeholdersThe brand essence manifests in the tagline: GO PRO! but more than a tagline, this is a philosophy

TAGLINE

COMPANY MANAGEMENT

BRAND POSITIONING

EICHER ATTACKING TATA TRUCK

EICHER ADVERTISING

MAN TRUCKS INDIAMAN Trucks India Pvt. Ltd. started operations in India in 2006 as the joint venture. In 2012, with the takeover the Joint Venture WHICH they had with Force Motors MAN Trucks India Pvt. Ltd. became a whole subsidiary of MAN Truck & Bus AGMAN Trucks India manufactures heavy MAN CLA Trucks for the Indian Market and for export to Asian, African and CIS countries.

ABOUT MAN GROUPMAN Truck & Bus AG(formerlyMAN Nutzfahrzeuge AG,pronouncedis the largest subsidiary of the MAN SEcorporation and one of the leading international providers of commercial vehicles. Headquartered inMunich,Germany, MAN Truck & Bus produces trucks in the range from 7.49 to 44 tgvw, heavy goods vehicles up to 250 t road train gvw, bus-chassis, coaches, interurban coaches, and city buses. MAN Truck & Bus also produces diesel and natural-gas engines.

BRAND EVOLUTION

MAN INDIA BOARD

BRAND LOGO

MAN TRUCKS TAGLINE

YOUTUBE ADVERTISEMENT

AMW(ASIA MOTOR WORKS)

FOUNDER AND MD

TAGLINE

MARKET SHARE BY BRAND

BRAND STRENGTH AREAS

AMW AT AUTO EXPO 2011

BRAND FILM IN 2012 LAUNCH

FORCE MOTORSForce Motors, formerlyBajaj Tempo, is anIndianmanufacturer ofthree-wheelers, multi-utility and cross country vehicles, light commercial vehicles, tractors, buses and heavy commercial vehicles. It was originally named Firodia Tempo Ltd. and later after partial acquisition byBajaj Autoas Bajaj Tempo Ltd.

BRAND INCEPTIONThe company was founded in 1958 by N.K.Firodia.Bajaj Autobought a controlling stake in the company, renaming it "Bajaj Tempo". Germany'sDaimler-Benz, a long-time collaborator with Firodia because of their ownership of the originalTempoworks in Germany, owned 16% of Bajaj Tempo. They sold their stake back to the Firodia group in 2001, meaning they once again held a controlling interest. It was agreed that the company would gradually phase out the use of the "Tempo" brand name, as it still belonged to Mercedes-Benz

HISTORY AND INTIAL PURPOSE

The brand dates back to 1958 where the 3 wheeler tempo Hanseat was manufacturedIn MUMBAI

PRODUCTS

BRAND LOGO

MANAGEMENT AT FORCEFOUNDER N.K FIRODIA

Current PRESIDENT

CELEBRITY BRANDING

ADVERTISEMENTS VIDEO

WHY KHAN BROTHERS FOR TRUMP? Given the marketing challenge, we chose to adopt a Sandwich Strategy. The task was to position both the Trump 15 and Trump 40 which have a capacity to carry loads from 790 kg to 1100 kg respectively as a range that is tough, rugged and stylish. Also Force Motors has a heritage of making vehicles that are strong, reliable and fuel efficient. We needed to communicate this range in a simple interesting and memorable manner

SUV LAUNCH AMITABH BACCHAN

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