marketingpresentationambassador-121101134537-phpapp02

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HINDUSTAN MOTORS - AMBASSADORHINDUSTAN MOTORS - One of the original car manufacturers in India, founded in 1942 by Mr. B. M. Birla.Ambassador was a leader in car sales until the 1980s and before liberalization in India.AMBASSADOR - It has been in production since 1958 with few modifications or changes and is based on theMorris OxfordIII model, first made by theMorris Motors LimitedatCowley, Oxfordin the United Kingdom from 1956 to 1959.Ambassador was considered as a definitive Indian car and was fondly called "The king of Indian roads".LEGACYIn 1980s and mid 90s a man getting out of a Ambassador was easily assigned to a social status. He was either in public service or a politician. All the government vehicles were Ambassadors for the good part of pre-2000 era. It was the first car to be manufactured in India, only automobile to ply Indian roads for more than five decades, had carved a special niche for itself in the passenger car segment.Dependability, spaciousness and comfort factor made it the most preferred car for Indians till 1980s. The Ambassador's time-tested, accommodating and practical characteristics made it a truly Indianised car.

WHAT MADE IT CLICKAmbassador was not up-to the mark in design and performance compared to other segments of its competitors in the market.Against the standard output of 8-10 cars per employee per annum, the plants output was as low as 3 cars per employee.It just failed to re-invent, align with the audience and update its external features.The weight of the car would probably be the same as any modern sedan but lacks in evenly distributed weight and does not provide appealing contours and drivable dimensions.Limited advertising campaign by HM.

What Went WrongProduct The product itself had some major issues, which if resolved would have saved the company from its doom.Price Since price is often considered a proxy for quality and vice-versa, the company failed to judge the market and price its products competitively, esp. against the new competitor, Maruti Udyog Ltd.Promotion The company did not advertise its USP correctly and thrived on word-of-mouth publicity.Place Ambassador was never available as freely as its competitors products, with not more than one dealer in the sub-major cities.Strategic FailuresSegmenting The segmentation of consumers was not done, the same product was being offered to everyone in the market.Targeting In the 80s and 90s targeting was done mainly towards government institutions and cab companies and not general public. Later on many ambassadors were used for cab purposes and moved out of consumer segment.Positioning Positioned as a government or commercial vehicle only.Rattling sounds and rusting was a common problem faced by its owners.The fall of Ambassador from a leadership position to a marginal player is a classic case of marketing myopiaSTP IssuesREVIVAL THE ROAD AHEADMarketing mix for revivalPRODUCTFUNCTIONALITY

Better PerformanceBetter Fuel EconomyReliabilityFEATURES

Revamped, lavish InteriorsABS, EPS, Power Windows, Air Bags, Climate Control

CONCEPT

Technical advancements while retaining the Old World Charm

AVAILABILITY

Easy Availability through a widespread, easily accessible dealer network

PRICELIST PRICE Aggressive pricing strategy keeping in mind the competitionBUNDLINGProviding customers with accessories at a discounted price .CREDIT TERMSCollaboration with financial institutions to provide financing facility to the customers.PLACECHANNELZero Level , One LevelINVENTORYReadily available spares, minimize waiting period if anyLOGISTICSTimely delivery of vehicles and spares from plant to showroom to customersDISTRIBUTIONIncreased number of dealerships, especially in the metro and Tier 2 citiesPROMOTIONADVERTISINGPrint and electronic media including the InternetSALES FORCEBuild an efficient sales force, one that is incentive drivenPUBLICITYOrganize events such as group drives, owners get-togethers, competitions etc SALES PROMOTIONPromote sales amongst the right target audience.Strategies to FollowTARGETING - Target niche customers in each segment of the market by launching price based models for different interest groups for e.g. Ambassador MINI, Ambassador Coupe, etc.

The company has to launch a new, aggressive ad campaign enabling it to cash in on the royal, old world charm that the ambassador was launched with.

Fuel variants keeping in mind the current automobile industry.

Other MeasuresProject home-ground advantages over foreign players. The company should adopt advanced technology engines that provide better performance and at the same time comply with the latest emission norms.Cash in on its pre-liberalization image of Maharaja of the Road.Provide an option to the customers to get personalized cars a-la Rolls-Royce.

RoyalVintageUndiscoveredAmbassador Wine.."Who loves not wine, woman and song, remains a fool his whole life long.- Martin Luther

We drink beer to party and champagne to celebrate, but we drink wine for the wine. It is an art form with its own vocabulary and rules of etiquette.What name can better define Wine than AmbassadorIts Royal, Its Vintage, Its Smooth, Its THE Ambassador

Ambassador Wine

From the best vineyards in the worldPacking, not only attractive but preserves the quality of wine.Best techniques, authentic pressing and fermenting vessels.As smooth and old as it can get.

Drinkers worldwide are spending half a trillion dollars a year on wine and spirits.Global wine sales boom despite crisisIts no longer wine from New World.A New World is being born mainly China and IndiaThe London-based International Wine and Spirit Research group (IWSR) ranks China as the worlds seventh largest grape-based wine producer, and domestic production is increasing with government support for the new vineyards.In India, consumption increased by 170% from 2004 to 2010, and total surface area under vines doubled between 2007 and 2010, with predicted expansion of another 56% by 2014, according to IWSR.

Why wine?Marketing mix for Ambassador wineWine makes every meal an occasion, every table more elegant, every day more civilized.

Product The Ambassador Wine

To establish a point of difference in the consumers mind , that can clearly connect with the brand. Because its regal and Luxurious product, prices are set in a higher range.Price

The Supremacy of the Wine and for that matter of the Brand Ambassador itself says that the place should be classic, royal and aristocrat.Apart from being served at luxury Hotels, restaurants and dedicated outlets, one can enjoy it at Caf Ambassador.Place

Consumer targeting is essential and it is also important that message caters well. So Ambassador wine targets mostly connoisseurs keeping its class and elevated state in mind.Promotion

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