hm's ambassador (brand management) part 2
DESCRIPTION
BRAND MGMT. PPT ON AMBASSADOR !TRANSCRIPT
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REVIVING AMBASSADOR
Submitted by :
ANAND TUTEJA 1B-40
NANDITA KATIYAR 1B-54
SHRAVAN RASTOGI 1B-59
RASWINDER JIT SINGH 1B-31
RUPAL NIMBHORKAR 1B-33
ARUN PUNDIR 1B-43
BRAND MANAGEMENT - IIUnder guidance of Prof Vartika Joshi
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1. CBBE Pyramid – Gaps Identified
2. Segmentation
3. Targeting
4. Positioning
5. Competitor Analysis & Perception Maps
6. Points of Parity
7. Points of Difference
8. David Aaker’s Model
9. Kapferer’s Prism
10. Brand Elements
11. Articulation
12. Marketing Mix
13. Brand Extension
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CBBE Pyramid :
GAPS
SALIENCE Over-positioned as Government Vehicle & Taxi
Low on Brand Recall
IMAGERY
Old
Bought when no other option is available
PERFORMANCE
Inadequate Service
Low Reliability
Low on Style & Design
Low on Fuel Efficiency
FEELINGS
No intense positive feelings
JUDGEMENT
Low VFM
Limited Purchase Situation
Does not offer advantage over other brands
RESONANCE
No strong Loyalty
4. Relationships
What about you and me?
3. Response
What about you?
2. Meaning
What are you?
1. Identity
Who are you?
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photo
SEGMENTATION
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Demographic AGE :
Under 6 6-12
13-19
20-29
30- 39
40-49
50-59
60 and above
FAMILY LIFE STAGE:
Young and single
Young and married with no children
Young married youngest child under 6
Young married youngest child under or over 6
Older married with children
Older married with no children under 18
Older single
Other
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GENDER : Male
Female
INCOME : Low (upto Rs 40000 pa)
Lower middle (Rs 40001- 80000 pa)
Middle (80,001- 1,20,000)
Upper middle (1,20,001- 1,60,000)
Upper ( Above 1,60,000 pa)
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Geographic
CITY –
Metros
Tier I
Tier II
Tier III
Towns & Villages
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PsychographicSOCIO ECONOMIC CLASS
Urban (A1, A2, B1, B2, C, D, E1, E2) Rural (R1, R2, R3, R4)
LIFESTYLE
Culture oriented Sports orientedOutdoor orientedWesternized
PERSONALITY
Compulsive Gregarious Authoritarian Ambitious
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BehavioralBENEFITS :
Quality
Service
Economy
Speed
Safety
Reliability
ATTITUDE TOWARDS PRODUCT :
Enthusiastic
Positive
Indifferent
Negative
Hostile
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DEMOGRAPHIC :
Males
Income Group : > Rs 15,00,000 /- pa
Age Group : > 40 yrs
Older Married with / without children
GEOGRAPHIC :
Metros & Tier I Cities
targeting…………..
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BEHAVIORAL :
Primary Benefit : Quality
Attitude towards product : Enthusiastic
PSYCHOGRAPHIC :
Inclination towards COMFORT & STYLE
Urban A1 & A2
Westernized Lifestyle
Ambitious Personality
targeting…………..
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POSITIONING
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Product
Service
People / Personnel
Channel
Image
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Main focus on QUALITY & LUXURY Highly CUSTOMIZED
Engine Variants (cc, bhp)
Engine Type (Petrol, Diesel, CNG)
Interiors & Finish
Colors & Exteriors
Accessories & Gadgets
Seating
Combination of COMFORT & STYLE
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Looks to die for !
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LOUNGE INTERIORS !
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AT HOME SERVICE Home Pick-Up & Delivery After Service Service Stations in 15 cities (Metros & Tier I) Continued Customization Spare parts at a phone call !
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Company Owned SHOWROOMS in 15 Targeted Cities.
PROMOTIONAL CALLS to the targeted customers.
DIAL FOR DETAILS ( Customer can call / email Ambassador to send a salesperson for Details & Customization Demo)
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Qualities to be inculcated in Personnel at all levels:
Courtesy
Reliability
Responsiveness
Communication
Competence
Credibility
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Planned Differentiation by
EXCLUSIVITY QUALITY LUXURY AUTHORITY AFFLUENCE
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Quality
Prestige
Luxury
AUTHORITYStyle
AFFLUENCE
CUSTOMIZATION
ComfortExclusive
Desired Network Memory Model after Revitalizing Brand Image
AMBASSADOR
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1. Mercedes-Benz S-Class (81 Lacs)
2. Audi A-8 (73-87 Lacs)
3. BMW 6 & 7 Series (73-85 Lacs)
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PRICE – QUALITY
MERCEDES BENZ
S-CLASS
AUDI A-8
BMW 6 & 7 SERIES
AMBASSADOR
ADORA
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CUSTOMIZATION – PRICE
MERCEDES BENZ
S-CLASS
AUDI A-8
BMW 6 & 7 SERIES
AMBASSADOR
ADORA
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SERVICEABILITY – QUALITY
MERCEDES BENZ
S-CLASS
AUDI A-8
BMW 6 & 7 SERIES
AMBASSADOR
ADORA
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P O I N T S O F P A R I T Y
CATEGORY
High Price High Quality
High Serviceability, Reliability & Durability
Should Provide Image Benefits
COMPETITIVE
High on Technology & Innovation
High on Styling & Designing
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High on Customization
Continued Customization
Unique Direct Selling Channel
Dial A Spare !
Image Benefit : EXCLUSIVITY
Educated & Sophisticated Personnel
P O I N T S O F D I F F E R E N C E
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Brand Identity Planning Model- David Aaker
BRAND IDENTITY SYSTEM
Essence
Core
ExtendedBRAND IDENTITY
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VALUE PROPOSITIONFunctional benefit – Customization
Emotional Benefit – PrestigeSelf Expressive Benefit – Patriotism
STRATEGIC BRAND ANALYSIS
CUSTOMER ANALYSIS
Trend - SophisticationMotivation – Style and luxuryUnmet Needs - Choice/ customizationSegmentation – Elite ,power hungry
FRIENDLY ADVISER
Customization
Sophistication
Genuine, Status Symbol,
COMPETITOR ANALYSIS
Brand image – Strong
Strengths –QualityComfortBrand image
Vulnerability –High CostService outlets
SELF ANALYSIS
Brand image – Luxury, Exclusivity, Prestige
Brand Heritage – Politicians, Aristocrats
Strengths –Brand Awareness
Organizational Value –Consistency
CREDIBILITYEstablished automobile industry
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Product Scope : Long-Term
Product attributes : Sophisticated, Customized to customer use, Stylish, High Price, Excellent after-sales service.
Quality : High
Uses : To make a statement / a status symbol, a comfortable, luxuries mode of transportation.
Users : Elite, Power Hungry, Status conscious segment
Country of origin : India
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Organization Attributes :
Customer oriented offering mass customization.
Innovation - Technology, Manufacturing Techniques
Launched Globally competing with Global competitors.
Trustworthy
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Personality : Sophisticated, Genuine
Brand-Customer Relationship : Friend , Adviser
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Visual Imagery : Strong, Robust, Power
Metaphors : Cool Looks, Classy Styling
Brand Heritage : Aristocrats, Power
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KAPFERER PRISM
Robust , Stylish Sophistication
Indian , RespectFriend
Power, Style, Prestige
Dominator
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RECEIVER’S PICTURE
SENDER’S PICTURE
PHYSIQUE PERSONALITY
RE
LA
TIO
NS
HIP
CU
LTU
RE
REFLECTION SELF IMAGE
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Memorability :Good brand awareness , response +ve for words like Old, Robustness, Prestige.
Meaningful : Customization, Sophistication
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Adaptability : No customization to mass customization
Protectability : Patented logo and Design of car
Likability:
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Brand Name : AMBASSADOR ADORA Tagline : “Where Innovation Meets Imagination” Logo :
Symbol :
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MARKETING MIX
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Product Variety – Customized Cars
Quality – Superior performance and conformance quality
Features –Gadgets like GPS device, night vision will be provided
Brand Name – Ambassador
Services –HM already have service centers across the country
Warranties –
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List Price – Start from Rs 75 lacs.
Discounts –Special discounts for defense and Government.
Payment Period –Custom made finance schemes & payment periods according to customer requirements.
Credit Terms –Credit will be given to government authorities on bulk order.
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Sales Promotion – Incentive to Sales executives.
Advertising –In auto shows and in auto magazines.
Direct Marketing
Public Relation –Sponsoring and organizing corporate events, Car rallies.
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Direct Marketing.
Inventory – Made on order. Hence no inventory.
Locations – In India as well as exported.
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Possible Identity Candidates
Prestige Perfume range
Suitings
Robustness SUV
Authority Pens
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PensCore Identity – Authority.
Essence – Achievement.
Extended – Signature line of pens
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LINE EXTENSION We are coming out with two new cars:-
1. Customized Luxury Cars.
2. Customized SUVs.