Fabia Vs Jazz

Essence Of Essence Of MarketingMarketing

Navneet ShaunakNavneet Shaunak

Skoda Fabia Vs Honda JazzSkoda Fabia Vs Honda Jazz Skoda Skoda

Fabia1.2Mpi Fabia1.2Mpi Elegance Elegance “Simply “Simply Intelligent!”Intelligent!”

Honda Jazz 1.2 Honda Jazz 1.2 Active “Why so Active “Why so serious?”serious?”

Why The Specific Segment?Why The Specific Segment? Consider the figures: According to Society of Indian Consider the figures: According to Society of Indian

Automobile Manufacturers' (SIAM) data, around Automobile Manufacturers' (SIAM) data, around 8,85,676 8,85,676 small carssmall cars were sold in the domestic market by SIAM were sold in the domestic market by SIAM members in 2008-09, up members in 2008-09, up 3%3% from the previous year. In from the previous year. In comparison, comparison, 2,84,4142,84,414 sedans were sold against sedans were sold against 2,74,9832,74,983 units the year before. This trend is going to increase with units the year before. This trend is going to increase with the premium hatchbacks.the premium hatchbacks.Indeed, sales of premium hatchbacks grew Indeed, sales of premium hatchbacks grew 18 to 20 per 18 to 20 per centcent last year . last year .

New launches usually increase a segment size, and with the New launches usually increase a segment size, and with the launch of the Jazz and Punto, the premium hatchback launch of the Jazz and Punto, the premium hatchback segment will definitely get a further push towards its segment will definitely get a further push towards its growth pathgrowth path

Technical SpecsTechnical Specs

Direct Comparison Direct Comparison DataData

Skoda Fabia1.2Mpi Skoda Fabia1.2Mpi Elegance(653013)Elegance(653013)

Honda Jazz 1.2 Honda Jazz 1.2 Active(778871)Active(778871)

Launch MonthLaunch Month October 2008October 2008 June 2009June 2009No. Of doorsNo. Of doors 5door/5seats5door/5seats 5door/5seats5door/5seatsEngine OptionsEngine Options 1.2, 1.4, 1.4 CVT 1.2, 1.4, 1.4 CVT

petrol;1.4, 1.9 diesel petrol;1.4, 1.9 diesel 1.2, 1.4, 1.6, 1.2, 1.4, 1.6,

TransmissionTransmission Manual/Semi-autoManual/Semi-auto Manual/CVTManual/CVT

Price Price Rs.4,98,477-Rs.4,98,477-Rs.6,53,013Rs.6,53,013

Rs.7,43,000-Rs.7,43,000-Rs.7,78,871Rs.7,78,871

Rear Wash WiperRear Wash Wiper YesYes NoNoSun RoofSun Roof YesYes NoNoMileageMileage 15kmpl highway15kmpl highway 16.2kmpl highway16.2kmpl highwayDriven WheelsDriven Wheels FrontFront FrontFront

Overall LengthOverall Length 3.99 m3.99 m 3.85m3.85m

Width incl door Width incl door mirrors (m)1.931.6mirrors (m)1.931.644

1.641.64 1.931.93

Height (m)1.531.5Height (m)1.531.5 1.51.5 1.531.53Load space (l) all Load space (l) all seats upseats up

300300 353353

Load all seats Load all seats down down 

353353 373373

Fuel tank capacityFuel tank capacity 4545 4242

DisplacementDisplacement 1098cc1098cc 1098cc1098ccPowerPower 70ps @ 5400rpm70ps @ 5400rpm 90pm @ 6200rpm90pm @ 6200rpmValve mechanismValve mechanism DOHCDOHC SOHCSOHCTorqueTorque 123nm @ 3000rpm123nm @ 3000rpm 110nm @ 4800rpm110nm @ 4800rpmTubeless radialsTubeless radials YesYes NoNo

Front BrakesFront Brakes VentilatedVentilated DiscDisc

Rear BrakesRear Brakes DrumDrum DrumDrum

Wheel TypeWheel Type AlloyAlloy NonAlloyNonAlloy

Wheel SizeWheel Size 14inch14inch 15inch15inch

TyresTyres 185/60 R14 Tubeless185/60 R14 Tubeless 175/65 R15 84T175/65 R15 84T

Suspension(Front)Suspension(Front) Mcpherson Suspension With Mcpherson Suspension With Lower Triangular Links Torsion Lower Triangular Links Torsion Stabiliser Stabiliser

Mcpherson Strut Mcpherson Strut

Suspension(Rear)Suspension(Rear) Compound Link Crank-AxleCompound Link Crank-Axle Torsion Beam Axle Torsion Beam Axle

Ground ClearanceGround Clearance 146 mm 146 mm 160mm160mm

Steerring typeSteerring type Rack & Pinion, Power-assistedRack & Pinion, Power-assisted Collapsible ElectricCollapsible Electric

Indian Market Share Of All Auto Companies In August 09

Extra Bits Of Info:Extra Bits Of Info: Fabia ‘Simply Clever’ sold Fabia ‘Simply Clever’ sold 66346634

units in 2008. averages to units in 2008. averages to 554554 something cars a month. something cars a month. 

Skoda announced that the Skoda announced that the company achieved record sales of company achieved record sales of 14631463 units in the month of units in the month of August’09August’09. With this figure . With this figure SkodaAuto India registered SkodaAuto India registered 33%33% growth in sales as compared to growth in sales as compared to 11031103 units sold in units sold in August 2008August 2008. .

Skoda managed about Skoda managed about 560560 Fabias Fabias in August, about the same as last in August, about the same as last year (down by 0.7%), yet an year (down by 0.7%), yet an improvement over recent months improvement over recent months where it was only doing 200 - 350 where it was only doing 200 - 350 cars. cars.

Of the total Of the total 1825218252 units of units of production of Skoda in India, production of Skoda in India, Fabia produced Fabia produced 66346634 units.. units..33%33% approx.approx.

Honda produced Honda produced 17291729 Jazz in 09 Jazz in 09 but sold but sold 10291029. That is not typical . That is not typical of Honda and indicates huge of Honda and indicates huge overproduction. overproduction.

Honda Siel Cars India (HSCI) sold Honda Siel Cars India (HSCI) sold 4,1024,102 units in the month of units in the month of August’09 as against August’09 as against 3,9453,945 units units sold during the corresponding sold during the corresponding month last year recording an month last year recording an increase of increase of 4%.4%.

Out of the total production of Out of the total production of 4924049240 cars produced by Honda in cars produced by Honda in 2008-09, Jazz production stands 2008-09, Jazz production stands at at 10291029 i.e. almost i.e. almost 22%.%.

Price Comparison Head to HeadPrice Comparison Head to Head Fabia Petrol 1.2lFabia Petrol 1.2l

Elegance:Rs.6,53,013Elegance:Rs.6,53,013 Ambiente:Rs.6,03,265Ambiente:Rs.6,03,265 Active:Rs.5,03,565Active:Rs.5,03,565

Skoda expects at least a 10% Skoda expects at least a 10% growth in Fabia sales this year.growth in Fabia sales this year.

Available in:Available in:

SilverSilverRedRed

Honda Petrol 1.2lHonda Petrol 1.2l

Base:Rs.7,43,000Base:Rs.7,43,000 Active:Rs.7,78,000Active:Rs.7,78,000 Mode:Rs.7,73,785Mode:Rs.7,73,785

Honda expects a growth of 8-10% in Honda expects a growth of 8-10% in the sales of Jazz the next quarter.the sales of Jazz the next quarter.

Available in :Available in : - Sherbet Blue - Sherbet Blue - Habanero Red - Habanero Red - Alabaster Silver - Alabaster Silver - Tafeta White - Tafeta White - Crystal Black Pearl - Crystal Black Pearl - Deep Sapphire Blue- Deep Sapphire Blue

TMSTMSGeographical ParametersGeographical Parameters

FabiaFabiaMOSTLY PREFFERED IN MOSTLY PREFFERED IN

URBAN AND SEMI-URBAN AND SEMI-URBAN AREAS.URBAN AREAS.

JazzJazzMOSTLY PREFFERED IN MOSTLY PREFFERED IN

URBAN AND SEMI-URBAN AND SEMI-URBAN AREAS.URBAN AREAS.

TMSTMSDemographic ParametersDemographic Parameters

FabiaFabiaAGE :22+AGE :22+GENDER:MALE,FEMALEGENDER:MALE,FEMALEINCOME GROUP:HIGHINCOME GROUP:HIGHOCCUPATION: INDUSTRIALIST OCCUPATION: INDUSTRIALIST

AND Young AND Young Generation,Sports Persons.Generation,Sports Persons.

JazzJazzAGE :22+AGE :22+GENDER:MALE,FEMALEGENDER:MALE,FEMALEINCOME GROUP:HIGHINCOME GROUP:HIGHOCCUPATION: INDUSTRIALIST OCCUPATION: INDUSTRIALIST

AND Young Generation AND Young Generation people ,Sports Persons.people ,Sports Persons.

TMSTMSPsychographic ParametersPsychographic Parameters

FabiaFabiaLIFESTYLE:LIFESTYLE:SPORTS SPORTS

ORIENTED,TRAVELLING ORIENTED,TRAVELLING ORIENTED.ORIENTED.

PERSONALITY:PERSONALITY: TECHNOLOGY TECHNOLOGY

LOVING,ENTHUSIASTIC,RESLOVING,ENTHUSIASTIC,RESPONSIVEPONSIVE

JazzJazzLIFESTYLE:LIFESTYLE:SPORTS SPORTS

ORIENTED,TRAVELLING ORIENTED,TRAVELLING ORIENTED.ORIENTED.

PERSONALITY:PERSONALITY: PEOPLE HAVING PEOPLE HAVING

ENTHUSIASM,VERVE, ENTHUSIASM,VERVE, ELAN,FLAIRELAN,FLAIR

TMSTMSBehavioral ParametersBehavioral Parameters

FabiaFabia QUALITY,SERVICE, QUALITY,SERVICE,

ECONOMY,SPEED, ECONOMY,SPEED, ENTHUSIASTIC ,OSTENTATIENTHUSIASTIC ,OSTENTATIOUS,CHIC DESIGN OUS,CHIC DESIGN

JazzJazz QUALITY,SERVICE, QUALITY,SERVICE,

ECONOMY,SPEED, ECONOMY,SPEED, ENTHUSIASTICENTHUSIASTIC

Though not specifically Though not specifically targeted towards the fairer targeted towards the fairer sex, this little Honda sex, this little Honda (known as the Fit in non-(known as the Fit in non-European countries) has European countries) has the highest percentage of the highest percentage of women buyers overseas. women buyers overseas. But in India “Shilpa” and But in India “Shilpa” and “Neha” give a different “Neha” give a different spin to this comparison. spin to this comparison.

Customer WantsCustomer Wants Functional WantsFunctional Wants ValueValue Self ImageSelf Image AvailabilityAvailability ServiceService Risk AversenessRisk Averseness

Functional WantsFunctional Wants Performance Performance

MileageMileage PowerPower PickupPickup lookslooks ComfortComfort Company serviceCompany service MaintenanceMaintenance SecuritySecurity Technology usedTechnology used Resale valueResale value Price (value for money)Price (value for money)

Value & Price ComparisonValue & Price Comparison Better nearer to the Indian Better nearer to the Indian

premium hatchback car premium hatchback car segment buyers than Jazz.segment buyers than Jazz.

Has a more market share Has a more market share at presentat present

Value=Benefit/Price.Value=Benefit/Price. Clearly, Fabia’s price is Clearly, Fabia’s price is

lower and being in the lower and being in the same TMS, it offers more same TMS, it offers more technical features and technical features and benefits. Therefore, Value benefits. Therefore, Value of Fabia is greater than of Fabia is greater than Jazz.Jazz.

JazzJazz As pricing is the key As pricing is the key

element to capture market element to capture market from the sedan, carmakers from the sedan, carmakers are smartly taking are smartly taking advantage of the excise advantage of the excise duty structure to price duty structure to price them more aggressively.them more aggressively.

The Jazz attracts an 8% The Jazz attracts an 8% excise duty as against a 20 excise duty as against a 20 per cent on the City!per cent on the City!

Self Image & Advertising Self Image & Advertising ComparisonComparison

FabiaFabiaThe truly iconic automobile has The truly iconic automobile has

always been about being avant always been about being avant garde, about setting new garde, about setting new benchmarks and creating a whole benchmarks and creating a whole new and wide open segment for new and wide open segment for itself. It is about inviting itself. It is about inviting competition, not fighting it. competition, not fighting it.

Fabia was the first to enter the Fabia was the first to enter the premium hatchback segment.premium hatchback segment.

JazzJazzHonda's 'magic seats' work wonders Honda's 'magic seats' work wonders

to create storage space on the to create storage space on the inside where the rear bench can inside where the rear bench can be folded upwards to liberate be folded upwards to liberate height or downwards to have a height or downwards to have a free area lengthwise. free area lengthwise.

Fit and finish are exceptional - and Fit and finish are exceptional - and this hatchback is even better put this hatchback is even better put together than the acclaimed together than the acclaimed Honda City.Honda City.

Safety of passengers and Safety of passengers and pedestrians has also been pedestrians has also been emphasized adequately, and the emphasized adequately, and the Jazz breaks new ground for cars Jazz breaks new ground for cars in its class to feature not just ABS in its class to feature not just ABS but along with a full compliment of but along with a full compliment of airbags.airbags.

FabiaFabia Advertised in all leading Advertised in all leading

newspapers. After the revival newspapers. After the revival of the engine and new pricing of the engine and new pricing strategy, Fabia lured the lucre strategy, Fabia lured the lucre by decisively entering the by decisively entering the hatchback segment in India.hatchback segment in India.

Definitely has a differential Definitely has a differential advantage over the advantage over the competitor.competitor.

JazzJazz Digital marketing of Honda Digital marketing of Honda

Jazz is taken care by Meridian, Jazz is taken care by Meridian, Ogilvy’s second agency. Ogilvy’s second agency. Ogilvy has tasted huge Ogilvy has tasted huge success in various campaigns success in various campaigns like Vodafone Zoo Zoo. Honda like Vodafone Zoo Zoo. Honda Jazz ads are being displayed Jazz ads are being displayed on all major websites like on all major websites like Yahoo.co.in, In.com, Yahoo.co.in, In.com, Rediff.com, IBNlive.com, Rediff.com, IBNlive.com, Carwaale.com etc. Honda has Carwaale.com etc. Honda has also employed services of also employed services of various add network like various add network like Komli Media, Ad Magnet and Komli Media, Ad Magnet and Tribal fusion to have a deep Tribal fusion to have a deep reach among the users and reach among the users and have a better targetted have a better targetted audience. audience.

Availability & Distribution Availability & Distribution ComparisonComparison

FabiaFabia It has set up a state-of-It has set up a state-of-

the-art manufacturing the-art manufacturing facility in Shendra near facility in Shendra near Aurangabad and Pune Aurangabad and Pune Maharashtra. The facility Maharashtra. The facility is spread across 300,000 is spread across 300,000 sq.mt. sq.mt.

Škoda Auto India has a Škoda Auto India has a network of 61 network of 61 dealerships across the dealerships across the country and has sold over country and has sold over 68,000 units since 68,000 units since November 2001. November 2001.

JazzJazz Honda India has a Honda India has a

distribution network of 105 distribution network of 105 dealerships across India dealerships across India which is likely to go upto which is likely to go upto 112 dealerships by the end 112 dealerships by the end of this year to meet the of this year to meet the increased volumes.increased volumes.

Service & Servicing ComparisonService & Servicing Comparison

FabiaFabiaThe Fabia comes The Fabia comes

with a 2 year with a 2 year warranty or warranty or 80,000kms and 2 80,000kms and 2 years Roadside years Roadside Assistance as a Assistance as a value towards their value towards their customers!customers!

JazzJazzThe Honda Jazz The Honda Jazz

comes with a 2+2 comes with a 2+2 years or 80,000 years or 80,000 kms warranty and kms warranty and 4 years Roadside 4 years Roadside Assistance as Assistance as standard value for standard value for all Jazz buyers. all Jazz buyers.

Risk Awareness & Guarantees Risk Awareness & Guarantees ComparisonComparison

FabiaFabia JazzJazz   Ownership CostsOwnership Costs

Competitive prices Competitive prices combine with strong combine with strong residual values to make residual values to make the Jazz a seriously the Jazz a seriously appealing package. With appealing package. With its high equipment levels its high equipment levels and good fuel economy the and good fuel economy the little Honda is a sensible little Honda is a sensible choice for family buyers. choice for family buyers. The brand’s dealer The brand’s dealer network is also one of the network is also one of the best around, so the best around, so the ownership experience ownership experience shouldn’t disappoint.  shouldn’t disappoint. 

Safety/EnvironmentSafety/EnvironmentWith a choice of two With a choice of two economical petrol engines economical petrol engines and an ultra-practical body and an ultra-practical body the Jazz is a green supermini the Jazz is a green supermini choice. Its 1.2 and 1.4-litre choice. Its 1.2 and 1.4-litre engines produce CO2 engines produce CO2 emissions of 125 and emissions of 125 and 128g/km respectively. 128g/km respectively.

And fuel economy is equally And fuel economy is equally impressive. impressive.

When it comes to safety, ESP When it comes to safety, ESP is fitted to 1.4-litre models as is fitted to 1.4-litre models as standard. It’s not available on standard. It’s not available on smaller-engined variants, but smaller-engined variants, but all cars come with six airbags.all cars come with six airbags.

Our Verdict:Our Verdict: Appearance:8/10Appearance:8/10 Comfort:8/10Comfort:8/10 Features:8/10 Features:8/10 Performance:7/10Performance:7/10 Value for money:8/10Value for money:8/10Negatives:Negatives:

Appearance:8/10Appearance:8/10 Comfort:8/10Comfort:8/10 Features:7/10 Features:7/10 Performance:7/10Performance:7/10 Value for money:5/10Value for money:5/10Negatives:Negatives: Very CostlyVery Costly No Climate Control No Climate Control

SystemSystem No Alloy WheelsNo Alloy Wheels No Rear Parcel TrayNo Rear Parcel Tray

References:References: Auto-car Magazine March09Auto-car Magazine March09 Bbc.co.uk Bbc.co.uk Jonathan Srauss show Jonathan Srauss show http://www.wheelsunplugged.com/http://www.wheelsunplugged.com/

show_story_newI.aspx?sid=43&iid=9 show_story_newI.aspx?sid=43&iid=9 http://www.carwale.com/research/http://www.carwale.com/research/

comparecars/carcomparison.aspx?comparecars/carcomparison.aspx?car1=1550&car2=1300car1=1550&car2=1300

http://www.gaadi.com/http://www.gaadi.com/compare_cars_action.php?compare_cars_action.php?pass_id1=1565&pass_id2=1348&pass_id3=pass_id1=1565&pass_id2=1348&pass_id3=&pass_id4=&make_rem2=1435 &pass_id4=&make_rem2=1435

Thank You!