“Advertising Maruti True Value”

Presented By-Mansi Rastogi

Rakshik Sharma NIS Academy

Meerut-2009

Understand the Used car market.

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

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

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   

Disorganized NO CHOICE OF CARS

NO SURETY OF TECHNICAL HISTORY

LACK OF TRANSPARENC

Y

Cars sold in year 2007-2008(india)units in million

POSITIONING

Used cars-Buy, Sell & Exchange

Price varies from Product to Product

Maruti true value outlets

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!

Exchange Give us your car details. Review estimated evaluation. Select new Maruti Suzuki car. Leave your contact details. Exchange your car!

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

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

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

The Sign of UR TRUST Maruti true value Affordable cars like New ones “nayi jaisi”

Strengths

80%

20%

unorganised oraganised

Graphical presentation of Questionnaire

Results

36%

14%

28%

6%16%

NP TV MO INT OTR

hhh

TV

MARUTI OUTLET

INTERNET

OTHERS

50%

2%

48%

good average excellent

good

average

excellent

16%

74%

6% 4%0%

10%20%30%40%50%60%70%80%

dis bar app pro

displayBargainingEasy to approacheasy process

70%

12%18%

BLUFF WRITTEN WAR D PARTS

BluffNo written Warranty

Duplicate parts

6%8%

18%

12%

30%

26%

warranty

One Place ManyServicesVariety

Brand Name

Customer Service

Free service

40%

22%

38%

0%

10%

20%

30%

40%

50%

kno exp pro

No knowledgeabout StockExpensive

Complicatedprocesses

How often do you see Advertisements of old cars in news papers?

Designing An Add for Maruti True Value with

the help of 6M’s of Advertising

To Inform and Influence the decision of Target Market

MarketMiddle Class & Upper Middle Class

MoneyOne Lakh

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

Print MediaNews papers & Billboards

Pioneering + competitive What Am I !

How I am Better !

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 I’m better &Build Trust

Influence the customer decisionMake your

presence feel

� Buy a car for togetherness of your family

n Sell your Problem and cash it

d 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%

Don’t wait for Big Money 100% Us ed Cars With Maruti cetification

Affordable cars like new ones Nayi Jaisi

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