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STPD OF VROOM

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Presented by: Seema dhage Swapnil Bhoite Nisha pujari 4/23/12

INTRODUCTION

Company Name COMPACT automobiles Vision To be the most preferred automobile company in

next 10 years

Mission To be the best product and service provider to

its customers.

Product Mix Cars, trucks, bikes, autorickshaws. Click to edit Master subtitle style Type of Company Franchisee based Turnover 5000 crores

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NEW PRODUCT LAUNCH


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Drive your imagination. The unbeatable VROOM

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New Product Launch

Name Vroom (Jeep)

Utility Adventurous trips, military use, off roading, farming, safari

Cost 5-6 lac 4/23/12

Features - 2200 cc , 12 km/lit Technology The advanced CRDe engine measures every bit of fuel and combines performance with economy without polluting the environment. The Drive~by~wire technology aids in quicker and controlled throttle response. And 4/23/12 LSPV brakes aid in the

Features

Advanced CRDe engine with Drive by wire technology for precise throttle response Powerful 9 inch booster with disc brakes in front and drum in rear Classic and Retro Look with Jeeps lineage and grill Steel body for extended durability
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BorgWarner 4wd system for superior

1. Market analysis (STPD)


a) Segmentation
segment

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individuals

b) Targeting:

Who are my customers?

c) Positioning: What is my main selling point?


d) 4/23/12 Differentiation:
Why should anyone buy me?

STPD
Segmentation

On Demographic:
Young Adults especially Males from18 to 40 Years of Age Household Income of Rs. 50000 monthly and above People who have a passion or interest for jeeps.

On Geographic basis:
People staying in hilly regions i. e mostly the northern part of the country
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Targeting

On the basis of Product Specialization

Targeting Vroom is a necessity with

Travelers, Hunters, Vehicle fanatics, Students, Business executives and, yes, Even farmers and even armed forces. It breaks the rules of staying with one target audience 4/23/12 because of its special features.

Positioning

Positioning by Use or Application Positioning by Product Attributes and Benefit

Vroom is positioned on the following variables:

Innovation,

Quality,

Technology,
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Differentiation

High Load carrying capacity

5 speed synchromesh gear box( High power, high torque, metal body)

Crane & plough as accessories

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Toeing Vehicle

Promotion Strategy

Advertisement Magazines like Top Gear, Auto car, Zigwheels , overdrive Promotion through advertisement in times of India every Friday.

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Focus The Consumer

Trapped the consumer requirement Mapped the market potential of the various vehicle categories. Visited to market & met the customer The customer requirements were converted into product specification. Customer inputs were taken at every stage.

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It gives car like driving pleasure & the space, fuel efficiency, power style, luxury & comfort like a car. It offered superior technology, dynamic looks, car like product and value for money.

Marketing Strategy

Brand endorsement Advertisement & promotion strategy Media strategy

Dynamic & high impact launch High visibility

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Branding impact through


PR Mass media Direct marketing Events

Customer Relationship Management It have to adopt the penetrative pricing strategy.

Pricing Strategy

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