Advertising Marutitruevalue 090704044340 Phpapp01

7/27/2019 Advertising Marutitruevalue 090704044340 Phpapp01

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Advertising Maruti True Value

Meerut-2009


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Understand the Used car market.

Find out the reasons why People prefer tobuy old cars from non-branded shops?

Designing a promotional strategy for MarutiTrue Value to increase the market share.


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No.1 organized pre-owned car brand.

India's largest certified used car dealer

network.

All car related services under one roof

Professionally trained manpower


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CONCEPT

DEVELOPMENT

ANALYSIS OF

MARKET

OPPORTUNITY

MARKET STRATEGY

DESIGN

MARKET

TESTING

IMPLEMENTATION

SELLING


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Disorganized NO CHOICE OF

CARS

NO SURETY ABOUTLEGALITY OF CARS NO SURETY OFTECHNICAL HISTORY

LACK OF

TRANSPARENCY


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Cars sold in year 2007-2008(india)

units in million


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POSITIONING


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Used cars-Buy, Sell & Exchange


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Price varies from Product to

Product


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Maruti true value outlets


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Buy Search inventory. Compare cars.

Select the car you like. Buy your car!

sell Give car details. Review estimated evaluation. Leave your contact details. Sell your car!


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Exchange Give us your car details. Review estimated evaluation.

Select new Maruti Suzuki car. Leave your contact details. Exchange your car!


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People refer to the customers, employees,management and everybody else involved in it.It is essential for everyone to realize that thereputation of the brand that you are involvedwith is in the people's hands


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It refers to the experience of using a productor service. When a service goes out to thecustomer, it is essential that you help him seewhat he is buying or not. For example-brochures, pamphlets etc serve this purpose.


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Positioning(Maruti certified Used cars +Three Free Services + One Year Warranty)

The Sign of UR TRUSTMaruti true valueAffordable cars like New ones nayi jaisi


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Strengths

Onestandard

InternationalQuality

Bigorganised

Player

Brand

value

MultiservicesOne roof

Skilledstaff

Transparent fair

evaluation

VarietyOf Cars

Strengths


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Weakness

Mis

perception

Lack of

Awareness

NoRoadside

DisplayLow

frequency

of Adds

Long

Process


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Opportunity

most reliableplayer inused car

segment

Leadership

in market

AgreementWith local

players

Accessibilit

y to masses


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Threats

Low cost

cars

Local

Players

Political

TrendsEconomy

Organized

Players


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80%

20%

unorganised

oraganised


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Graphical presentationof Questionnaire

Results


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36%

14%

28%

6%16%

NP TV MO INT OTR

hhh

TV

MARUTI OUTLET

INTERNET

OTHERS


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50%

2%

48%

good average excellent

good

average

excellent


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16%

74%

6% 4%0%

10%

20%

30%

40%

50%

60%

70%

80%

dis bar app pro

display

BargainingEasy to approach

easy process


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70%

12%

18%

BLUFF WRITTEN WAR D PARTS

Bluff

No written Warranty

Duplicate parts


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6% 8%

18%12%

30%26%

warranty

One Place ManyServices

Variety

Brand Name

Customer Service

Free service


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40%

22%

38%

0%

10%

20%

30%

40%

50%

kno exp pro

No knowledgeabout Stock

Expensive

Complicatedprocesses


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How often do you see Advertisementsof old cars in news papers?


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To Inform and Influence the decision ofTarget Market

MarketMiddle Class & Upper Middle Class

MoneyOne Lakh


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Message

Head Line- Buy, sell & Exchange old cars under one roof

Affordable cars like New ones nayi jaisi

Base Line- The Sign of ur trust Maruti true value


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Print MediaNews papers & Billboards

Pioneering + competitiveWhat Am I !

How I am Better !


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Base of comparison Local shop Maruti True Value

Quality Certification NO Maruti Certified

Warranty NO One Year

Free Services NO Three Free Services

Any quality Check NO 120 quality Checks

Brokerage YES NO

Risk of Forgery YES NO

Variety Very less All Brands

Expert's recommendation NO YES

Satisfaction 0% 100%

Promotional strategy

Tell y Imbetter &

Build Trust

Influence thecustomerdecision

Make yourpresence feel


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Buy a car for togetherness of your familySell your Problem and cash it

Exchange your headache with happiness

But Why Should I buy from True Value only???

Comparison Base Local shop Maruti True Value

Quality Certification NO Maruti Certified

Warranty NO One Year

Free Services NO Three Free Services

Any quality Check NO 120 quality Checks

Brokerage YES NO

Risk of Forgery YES NO

Variety NO YES

Expert's recommends NO YES

Satisfaction 0% 100%

Dont wait for Big MoneyUsed Cars With 100% Maruti cetification

Affordable carslike new onesNayi Jaisi


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Product Category consumer durables

objective increase the market share

Target upper & middle class

biggest competitor local players

biggest Strength Brand Value

biggest weakness Lack of Awareness

biggest opportunity No. 1 on used cars segment

biggest threat new cheap cars

solution tell target what I do? Why m Better?

tell target what I do? Why m

Better? Advertise for True Value


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