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India¶s automobile sector consists of the passenger cars and utility vehicles, commercial vehicle,
two wheelers and tractors segment. The total market size of the auto sector in India is
approximately   and has been 
 
  
 
  for the
last few years.
Car manufacturers in India dominate the passenger vehicle market by 79%. Maruti Suzuki is the
largest car producer in India and has 52% share in passenger cars and is a complete monopoly in
multi purpose vehicles. In utility vehicles Mahindra holds 42% share. Hyundai and Tata Motors
is the second and third car producer in India.
C- Segment cars fall in the price range of Rs.5.5 lakh to 8.5 lakh or 4.3 to 10.5 lakhs And these Cars
between 4 meters to 4.5 meters long. Examples of compact cars from Asia include the Tata Indigo,
Honda Civic, Mitsubishi Lancer, Nissan Bluebird Sylphy and Micra, Suzuki SX4, Hyundai Accent &
Corolla and i10, and Toyota Corolla. Ford fiesta & Ikon and Chevrolet, Maruti Ritz, Skoda Fabia,
Indigo Manza, Mahindra Scorpio, Xylo and Bolero, Volkswagen Polo, Fiat Grande Punto.

? TA TA! T 

The target market of c-segment cars is the middle class people because they want car with low price and
high mileage. With the boom in the automobile industry in India, many world-class car manufacturers,
producing cars in different sizes and different price range have established their production and
operation centers in the country.

These cars project themselves as a reliable and a well balanced luxurious cars at an affordable prices and
are meant for those who aspire to possess a big car (d- segment car) thus building the communication
strategy on the
emotions and aspirations of the customer and building the media strategy through print and electronic
media. The advertisements talks about the mileage that a car gives, type of wheels, comfortable
seating, type of engine, fuel efficiency, the exteriors of the cars and the performance. However above
that the brand equity plays a major role when it comes to purchasing process of the cars.


?  " AANALY



To build the image of the brand media mix strategy is a crucial part and most of the companies have
succeeded amazingly. The media mix varies significantly depending on the make and model. For
instance Nissan¶s objective was to position the Leaf as an a*ordable green option and attract 15% of the
target audience for a test drive. With 22 million dollar budget, it is distributed across several media
types. Heavy National Network TV characterizes a majority of the campaign, supplemented by
primetime and late fringe cable, morning radio, and magazines. Most months receive Internet keyword
buys, and banner ads on selected sites are scattered to accumulate reach and fre- quency during
increased auto sales periods, and to preclude the Leaf¶s test market release. Nissan¶s advertising for each
of its models reflects the segment in which they compete; advertising for the Versa (the most
comparable model in size and specifications to the Leaf), for instance, stresses the vehicle¶s reliability,
fuel-efficiency, and adequate space.
The Honda Civic/Hybrid vastly outspent the Toyota Prius in print, accounting for 32.77% of national
magazine expenditure and 23.89% of spending in national newspapers. Toyota eschewed national
newspaper spending for heavier television buys.

If the 
 is being analyzed then companies usually give out either a full page ad or half page
advertisement which is descriptive and appealing. There are special magazines such as four wheelers,
autocar inida, over drive that only educate about the cars. These ads are mostly on the last page or on the
third page of the newspaper. Cars like Chevrolet Beat have been giving full third page ad which talks
only about the decrease in its price and how affordable it is now.

MAHINDRA SCORPIO INDIGO MANZA


 focus on the comfort and the glamour quotient to attract the customer. There
are special segments on news channel which showcase the upcoming models and in a way
advocate about it. However considering the placement of these advertisements on a particular
channel depend on the kind of channel and the kind of shows. For instance during prime time
when soap operas are telecasted these brands do advertising. In the Television Commercials, the
brands have now started talking about the emotional connect and how a car can be a part of their
little happy moments while still being affordable and full of new technologies like 

 

 .

  is a medium which do not advertise directly rather indirectly it does. For instance Radio
Mirchi has traffic updates sponsored by Maruti Suzuki which builds the brand equity and a great recall
value. Most of the c-segment cars have not yet used this medium to its full extent. Apart from Maruti
Suzuki, only a few cars like Mahindra Xylo and Skoda Fabia have been using this medium for the
advertisenments. These advertisements are mostly given during the morning and the evening time when
people are going or returning back home from work. Channels like Mirchi and Fever are used for the
broadcast.

And considering the   craze in the generation, these brands have also their page on face
book and keep the customer involved through the social networking websites. Thus brands are now
focusing more on electronic media to captivate the attention of the existing and also the prospective
customers.
 Apart from the above said mediums, they have been using o # $ media to the fullest extent
by having the billboards on the busiest traffic lanes. They also use mobile vans to display their ads. Here
their strategy lies only in increasing the brand recall value as people just pass by the billboards in a few
seconds. They are a replica of their print ads only with fewer details. The name of the brand and a few
letters are displayed on to it.

Maruti Ritz Hyundai i10

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Ac$ 
!? To track one of the c-segment cars and understand its division of expenditure on various
media like- print, Television, OOH, Radio and the digital media.
!? Apart from the expenditure tracking, we as a group would like to understand the
scheduling of that brand as well.