Advertising Strategy for Maruti Celerio for Brandwarz at Technika'14

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Information about Advertising Strategy for Maruti Celerio for Brandwarz at Technika'14

Published on February 18, 2014

Author: gauravrajanand1


B I T P A T N A 2/18/2014 1

• • • • • • • • If you’ve gone from here to there or just about anywhere in India, chances are you’ve driven with Maruti. For over 3 decades now, it has been going places with India. 1982. Gurgaon, Haryana. Little did this quiet suburb of New Delhi know that it was to become the seat of India’s automobile revolution, at the Maruti Suzuki factory. In 1982, India turned out just 40,000 cars every year. The Maruti 800 rolled out and a new chapter began. Ours was a story of an obsession with customer delight, unheard of until then. It was about a commitment to create value. Of innovation, quality, creativity, partnerships, openness and learning. It was a new story of leadership. Today, Maruti Suzuki alone makes 1.5 million cars every year. That’s one car every 12 seconds. Head and shoulders above the rest, which includes every major global auto company. As of November 2012, it had a market share of 37% of the Indian passenger car market. 2/18/2014 2

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INTRODUCING MARUTI CELERIO • • • • • The First Auto-Transmission Hatchback 6-differnent variants to choose from: 4 available with Manual Transmission. 2 with AMT EZ Drive System. Celerio will be offered in standard Maruti Suzuki Trims- LXi,VXi and Zxi. • Bookings are already open for Maruti Celerio 2/18/2014 4

Marketing Strategy • Advertisements shall be focused on: i) Drive Quotient ii) Technology Quotient iii) Style Quotient iv) Gismos Quotient • These factors will place us in a totally different outlook compared to other cars in this segment. 2/18/2014 5

Drive Quotient • The breakthrough EZ Drive technology is here to transform your driving experience for ever, with the Auto Gear Shift and an incredible mileage. • Now no more changing gears or stressing about fuel bills. 2/18/2014 6

Technology Quotient • K-NEXT ENGINE : The K-Next engine is better in every way. Apart from Flatter Engine Torque, it has Drive-by-Wire technology resulting in peppier drive. Along with that, various improvements like optimized compression ratio, reduced frictional losses, low viscosity engine oil and redesigned valves and springs lead to better fuel efficiency. So now, you enjoy a faster throttle response, better torque delivery and upon that class leading fuel efficiency too. • DRIVE-BY-WIRE TECHNOLOGY An electronic throttle body gives you better torque delivery and more responsive drive besides aiding higher fuel efficiency. • ALL NEW TRANSMISSION The next generation transmission reduces mechanical losses and aids improvement in fuel economy. It also enables effortless gear shift operation and reduces noise in the cabin. 2/18/2014 7

Style Quotient • Maruti Suzuki has designed a car especially for you. It's not only stunning to look at, but incredibly practical too. • Curves make a car and the Celerio has them flowing in and out in a thrilling new design that we call CICO Styling i.e. Curve In Curve Out Styling. • This lends it a sculpted youthful body that is aerodynamically better and exudes energy. 2/18/2014 8

Space Quotient • The interiors of the Celerio have been intelligently designed to maximize space and comfort. It gives you a roomy cabin - spacious headroom, legroom and shoulder-room and a large boot space. • You also have the option of 60:40 split flexibility in the rear seats to increase luggage capacity. That is what we call XpanDesign. • The flowing curves of the dashboard and the way it merges with the rest of the interiors give the cabin a premium feel. • All of it comes together to create a space thats perfect for you and your family to settle into and enjoy the drive. 2/18/2014 9

• XPANDESIGN • Large Boot Space 2/18/2014 10

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GIZMOS QUOTIENT • The Celerio offers you a fully-loaded drive with features that take care of all your entertainment and connectivity needs with easy access controls. • INTEGRATED AUDIO WITH BLUETOOTH CONNECTIVITY 2/18/2014 12

• STEERING MOUNTED AUDIO CONTROLS • MULTI-INFO DISPLAY Displays useful information such as Instantaneous fuel efficiency, average fuel efficiency, range etc. For Auto Gear Shift, Gear Position indicator is also built-in. 2/18/2014 13

• TILT STEERING 2/18/2014 14

PRICING EX-SHOWROOM PRICE AT PATNA * VARIANT METALLIC NON-METALLIC Maruti Celerio LXi 3,98,773 3,98,773 Maruti Celerio LXi (AMT) 4,38,624 4,38,624 Maruti Celerio VXi 4,27,771 4,27,771 Maruti Celerio VXi(AMT) 4,67,622 4,67,622 Maruti Celerio ZXi 4,58,039 4,58,039 Maruti Celerio ZXi(O) 5,04,448 5,04,448 * Prices are in Indian National Rupee. 2/18/2014 15

Target The ADS shall be targeted on: • Fresh Job Entrants who would like to own a car with some very attractive features but still be within their reach. • Mid Level Employees who were looking forward to own a car either for Family or Personal use. • Young students from well to do families who can afford to have a car which is compatible to their demands. • Businesses looking forward to use this car as a suitable Rental Car or Cab option. 2/18/2014 16

In Focus Following has to be brought to the notice: • Being a car that offers the most at this price. • Finance Plans, EMI’s & Loans . • Comparison among other cars of segment. • Emphasize upon the advantages. • Emphasize on Maruti Suzuki having the largest market share in car sales in India approving it of enormous trust asscoiated with it’s cars. • A very well distributed regional coverage by Maruti Suzuki’s Dealers and Service Centers, which is still unmatched by other key players. 2/18/2014 17

Test-Drives • Test Drives are quite easy to book. • SMS “CELERIO” TO 53636 • Call on it’s dedicated toll-free no. 1800-102-1800 2/18/2014 18

BOOKINGS ARE ON!!!! 2/18/2014 19


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