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AUTOMOBILES TAKING THE CUSTOMER ALONG, FOR A RIDE MARKET TRUTH SOCIETIAL TRUTH AUTOMOBILES - TAKING THE CUSTOMER ALONG, FOR A RIDE CAR TRUTH CONSUMER TRUTH BURGEONING DEMAND FOR AUTOMOBILES 1.8 million vehicles sold in the last year 15% CAGR over the next 4 years Source : SIAM, 2006

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slide1

AUTOMOBILES

TAKING THE CUSTOMER ALONG, FOR A RIDE

slide2

MARKET TRUTH

SOCIETIAL TRUTH

AUTOMOBILES - TAKING THE CUSTOMER ALONG, FOR A RIDE

CAR TRUTH

CONSUMER TRUTH

slide3

BURGEONING

DEMANDFOR

AUTOMOBILES

1.8 million vehicles sold in the last year

15% CAGR over the next 4 years

Source : SIAM, 2006

Market Truth

slide4
1st in three wheeler market in the world
  • 2ndlargest two wheeler market in the world
  • 3rdlargest passenger vehicle market in Asia
  • 4thlargest tractor market in the world
  • 5thlargest commercial vehicle market in the world

THE

1-5

RANKINGS

Source : India Brand Equity Foundation - IBEF

slide5

MARKET

DYNAMICS

1983

2002

2006

02

15

17

Number of

manufacturers

Number of

models

02

44

60+

slide6

NEW BRANDS ARE

LOOSING SHEEN

WITHIN WEEKS OF THEIR LAUNCH

20 new cars to be launched this year

Marketers have to sustain excitement in the brand and pre-empt competition

currently we are only the tip of the iceberg
Currently, We Are Only The Tip Of The Iceberg

Rising incomes, better lifestyle and a strong economy will be the boom factors for automobile industry

Emerging technologies like diesel engines, battery cars and smaller cars etc will provide more choices

Infrastructural investments, more roads and connectivity will fuel the growth in the category

the momentum will kick in now
The Momentum Will Kick In Now

INR 30,000 crore of investment by car manufacturers. The category demand is expected to hit 2 Million cars as early as 2007 or 2008.

Multiple car HHs are increasing. In 2003, the number of HHs with two cars was 1,33,000. In 2005 the number touched 1,76,000 and is constantly increasing

There will be a feed in from Bike category

The gap between male and female owners will reduce further

beginnings of a gradual shift
Beginnings of a gradual shift…

No more do we see this sight. A sign of demise of the joint family and inter family dynamics changing to nuclear.

We largely see one or two people in car today. The front seats pulled back completely and the rear full of CDs, Cassettes, extra Tees, shoes….cars becoming mini homes

Cars come with glove box space, cubby holes, hangers, charging points……changing lifestyle will make car designs individualistic

In today’s tech environment, products are designed as gadgets. Car design too is taking a gadget route to suit modern day ergonomics

slide11

The Emergence of World Car

With Notebooks & Cellphones available within a month of Global launch. The car consumer doesn’t want cars that have outdated technology

“I drive the same car as my cousin in US”

The emergence of “Auto Superstores”, “Auto Malls” and subsequently “Auto Megaplexes” provide a new shopping experience

From Network to the Net providing simple yet convenient ways of buying

slide12

MARKET TRUTH

SOCIETIAL TRUTH

AUTOMOBILES - TAKING THE CUSTOMER ALONG, FOR A RIDE

CAR TRUTH

CONSUMER TRUTH

a more active view of life
A More Active View of Life
  • Don’t just exist….live.
  • Subject, more than Object
  • Weakening authority structures
  • Inherent optimism
  • Overwhelming desire to live well
  • Need to live in real time
life as product vs life as condition
Life as product Vs Life as condition
  • What is expected from life has changed
  • Every moment every sense amplified & enjoyed
  • Life is something to be enjoyed not undergone
life as open system vs life as closed unit
Life as open system Vs Life as closed unit
  • Greater fluidity, more transparency, a more direct connect with life
  • Breaking down of hierarchies and role based relationships
  • Making new connections, life as a live portal
  • Wired economy, where everything is in constant flux - Job, prices, relationships, opportunities
life as destination vs life as destiny
Life as destination Vs Life as destiny
  • Feel that the individual is the seat of everything
  • New found belief in one’s capacities
  • I can actively shape my tomorrow
  • White money EMI living
overall
Overall
  • Life is opening out – time and space have a real value
  • We are actually entering the consumption economy
  • Leisure, pleasure, play is today the biggest industry
  • Time, money, space , success are taking on new meanings
slide18

MARKET TRUTH

SOCIETIAL TRUTH

AUTOMOBILES - TAKING THE CUSTOMER ALONG, FOR A RIDE

CAR TRUTH

CONSUMER TRUTH

slide19
Simply put consumers today are experiencing new emotions
  • having new encounters
  • meeting new kinds of people…places…things…..
  • things that they haven’t had to deal with before…..
for example
For example
  • like a father meeting his daughters boyfriend for the first time when he is invited over…….
  • your wife coming home for dinner…….
  • the valentines day wife outing…….
  • Themed environments……role playing
overall21
Overall
  • Desire to explore the new emerging social landscape
  • To not feel bound and constrained by the existing paradigms
  • To not live a pre-programmed life
  • To operate in all desirable spaces rather than be locked away in any one
slide22

MARKET TRUTH

SOCIETIAL TRUTH

AUTOMOBILES - TAKING THE CUSTOMER ALONG, FOR A RIDE

CAR TRUTH

CONSUMER TRUTH

cars automobiles
Cars-automobiles
  • Auto-mobility
    • Autonomy - Self starting-autobiography-humanist
    • Mobility - Capacity for movement- automatic- machinist
cars automobiles24
Cars-automobiles
  • Thru cars, we inhabit the technology itself
  • Both a dwelling and a projectile
  • Closed realm of intimacy
  • But released of the constraints of the home
  • Highly humanized form
cars automobiles25
Cars-automobiles
  • It’s a animated lived space rather than an inanimate technological wonder
slide26
Cars
  • Extend where people can go to and hence what they are literally able to do
  • A tool for mastery and control over our environment
belong everywhere
Belong Everywhere
  • Car as a bridge across increasing fragmented social spaces
  • Self that’s opening out , expanding, exploring the new world , times we live in
  • Identity that’s growing through contact
  • Ability to connect in my own unique way
slide28
Cars
  • Act as an automotive time line marking out key life stages and reference our memories
  • By its simple presence it organizes social experiences
slide29

CAR-LIFESTAGE RELATIONSHIP

Peak of personal & professional success

Status guarantee

“I have nothing left to prove!”

Stable & successful

Status projection

“I’ve arrived!”

Self reassurance

“I’m moving up in life!”

Settled, upwardly mobile, commencement of family life

Image enhancement

“I have a car!”

First self bought car- first jobbers

Achievement

“I bought a car”

First car/ inherited car- college

City/Optra/ Octavia & Corolla

Spark / Santro/ Wagon R

Aveo/Fiesta/Verna

Accord/ Camry

Maruti 800/ Alto

car in the mini b segment spark santro estilo u va swift
Car in the Mini B segment (Spark/Santro/Estilo/U-VA/Swift)
  • For most of the consumers in this segment, purchase of a brand dependent on
    • Lot of functional parameters driving purchase
    • Role of family in final brand choice critical
    • Constrained by Affordability – practicality comes into picture while purchasing a brand

Brands in this segment currently not being purchased as statement of self – functional parameters are extremely critical

slide32

Cars in the Small Segment (Aveo, City, Fiesta)

This is a segment where people buy brands which connote energy, are motivated primarily by the need to impress / attract, they want the cars to project a popular image for themselves and want the car to have a sophisticated / stylish image.

slide34

Cars in the Lower Med Segment (Optra, Corolla, Civic)

Nepean Sea Rd

Pali Hill

Malabar Hill

Satellite Road

Jor Bagh

Vasant Vihar

Switzerland

Manali

Mauritius

Las Vegas

Rich

Sophisticated

Professional

Yachting

Golf

Fast paced

Imagery indicative of a somewhat aspirational lifestyle

Vehicle used to project a lifestyle that is often out of sync with consumer reality

slide36

MUV Segment (Tavera, Innova, Scorpio, Safari)

Caring for

family

Bonding

with

friends

Size

Stability

Being

understated

Being

viewed as

discerning

Comfort

Versatility

Manifested As

Key Needs

Caring

&

Affiliation

Key Emotional Drivers

slide38

TOUCHING

World-car is good to have in the market but Marquees that address the Indian-ness have a greater empathy

THE CHORD

slide39

AT GM

We are consistently providing value through our Brands and gearing-up for the New Horizon that Dawns the

INDIAN AUTOMOBILE MARKET

slide40

THANK

YOU!