Analysis of

IMC of Mid-priced

cars ( above 4

lakhs up to

8 lakhs)PRESENTED BY

VIMAL MOURYA-PG10-99

A mid size car is referred to as an automobile with a size between that of compact and full size cars. 

The price range of mid size cars lies between Rs 4 to 8 lakhs. The mid size cars have the capacity to carry 4 passengers- 2 adults and 2 children. 

The credit of manufacturing of these cars goes to companies like- Fiat India, Ford, General Motors, Hindustan Motors, Hyundai motors, Maruti Udyog, San Motors and Tata Motors. While the companies like- Ford, Hyundai, General Motors and Mahindra & Mahindra are yet to launch their models under this segment. This model basically target executive class.

India to be No. 3 auto market by 2015

BIG PLAYER IN INDIAN MARKET

Leading Indian Automobile Firms

Firm Products Foreign PartnerMarket

Value (in $ Billions)

Stock Listing

Tata MotorsPassenger and

Commercial VehiclesFiat 11.6

Mumbai,New York

Bajaj AutoTwo and Three -

Wheelers

Renault-Nissan for planned small car

9.2Mumbai,London

(Holding Firm)

Maruti Suzuki

Passenger Vehicles Suzuki Motor 8.8 Mumbai

Mahindra & Mahindra

Passenger and Commercial

Vehicles, Farm Equipment, Two-

wheelers

Navistar for Commercial

Vehicles8.7

Mumbai, London

Hero Honda Two - Wheelers Honda Motor 7.9 Mumbai

Market value data based on full capitalization as on September 20, 2010

BRIC Spotlight Report-2010

PASSENGER VEHICLE MARKET SHARE

India Is Now the 7th Largest Vehicle Producer

in the World

TARGET MARKET

SERVICE CLASS PEOPLE

BUSINESS MAN

UPPER MIDDLE CLASS

Established in December 1983, Maruti Suzuki India Ltd. has ushered a revolution in the Indian car industry. This car is meant for an average Indian individual which is affordable as well as has elegant appeal. Maruti Suzuki India Ltd. is the result of collaboration of Maruti with Suzuki of Japan. At this time, the Indian car market had stagnated at a volume of 30,000 to 40,000 cars for the decade ending 1983. This was from where Maruti took over.The company has crossed the milestone of becoming the first Indian company in March 1994, by manufacturing in totality one million vehicles. It is known for its mass-production and selling of more than a million cars. Maruti Suzuki India Ltd. is the India's largest automobile company which entered in the market with affirmed aim to render high quality fuel – efficient and low - cost vehicles.

Maruti Suzuki

India Ltd.

Maruti Suzuki

India Ltd.Type Public

Industry Automotive

Founded 1981(as Maruti Udyog Limited)

Headquarters New Delhi, India

Key people Shinzo akanishi,  Managing Director and CEO

Target market

Office purpose, Business man

ADVERTISING BUDGET

ONLINE

TV

NEWS PAPER

RADIOMAGAZINES

OUTDOOR

Suzuki advertising budget from $8M in 1995 to over $40M in 2000. 

TOTAL ADVERTISING BUDGET- $120 to $150 Million

Maruti A Star-ZXi

Price Rs.4,28,754

 Brand ambassador

Farhan Akther

Maruti Swift

Dzire-ZDi

Price Rs.7,09,682

Maruti Ritz-Lxi BSPrice Rs.4,05,872

Maruti Wagon R- AX

Price Rs.4,60,572

AUTO EXPO SHOW

Event Name Auto Expo

Date 7 Jan-11 Jan 2012

Venue Pragati Maidan

City/State New Delhi,Delhi

Country IndiaO

rgan

izer

}Auto Expo ranks as one of the leadin automobile industry trade shows that are held in India and is attended by several leading professionals from this sector. The Auto Expo 2012 show draws in a large number of exhibitingd participants, showcasing lubricants, vehicles,aCNGUnits,auto-electrical items, CAD/CAM tools and a host of other related automotive instruments and design solutions. Auto Expo draws in more than 2100 professional exhibitors, looking to gain greater visibility for their vehicles and other related products and accessories.The Auto Expo with more than 1,80,00,000 regular visitors rank as one of the most highly-attended trade shows of its kind in the country.

Tata Motors LimitedTata Motors Limited is India's

largest automobile company, and is revered as one of the most dynamic, reliable and futuristic automobile manufacturers of the world. Tata Motor cars and vehicles are favored worldwide for their versatile technology features and utility. With more than 130 auto models spanning a wide range of passenger cars, commercial vehicles, and multi-utility vehicles, Tata Motors stands out as a premiere growth booster of Indian automobile industry.

Tata Motors Limited

Type Public company

Industry Automotive

Founded 1945

Founder(s) JRD Tata

Headquarters Mumbai, Maharashtra, India

Area served Worldwide

Key people P. M. Telang, (MD)C. Ramakrishnan, (CFO)

Employees 53,151 (2011)

ADVERTISING BUDGET

ONLINE TV

NEWS PAPER RADIO

MAGAZINES OUTDOOR

• Tata Motors Rs 30 crore spend for the IPL tournament.• 50% of marketing budget will be allocated to TV advertisings, 25% -

promotional activities in Car and Life style Magazines. 25% - will allocated for point of sales promotions, events and co-marketing activities. 

TOTAL ADVERTISING BUDGET- `400 to 500 million

Tata Indigo XL-Classic PetrolPrice Rs.5,44,201

Tata Indigo

Manza-Aqua

Safire

Price Rs.4,96,945

Tata Safari-4x2 LX TCIC

Price Rs.6,59,042

Shopping mall/TRADE FARE

Hyundai Motor Company is one of the group company of Hyundai started by the most popular and successful South Korean businessman named Chung Ju Yung. Hyundai is today the fourth largest car manufacturer. The second famous company in the conglomerate is Hyundai Heavy Industries. When introduced in India in 1996, Maruti was the market leader with no competition. Months within launch of Santro, Hyundai became the second largest car manufacturer.

It was followed by mid-size luxury sedan Hyundai Accent and even though it was pulled out of the market, it is still on demand in the market. Hyundai is still manufacturing Hyundai Accent based on orders. The current runaway model that revolutionized the hatchback in India is Hyundai i10. Launched in 2007, it was an instant hit. This model is exported worldwide from Chennai. Other models available in India are Santro Xing, Fluidic Verna, Santa Fe, Hyundai i20 and Hyundai Sonata. Hyundai exports to 110 countries from its state-of-the-art Chennai facility to Europe, Asia, Australia and Middle East countries.

Hyundai Motors

Hyundai Motors

Type Public company

Industry Conglomerate

Founded 1947

Headquarters

Seoul, South Korea

Area served

Worldwide

Employees

149.000

ADVERTISING BUDGET

ONLINE

TV

NEWS PAPER RADIO

MAGAZINES

OUTDOOR

TOTAL ADVERTISING BUDGET- RS 400 to 450 million.

Hyundai Verna Fluidic-1.6 VTVT

Price Rs.7,73,128

Hyundai i10-Magna

Price Rs.4,17,805

Hyundai Accent GLE

Price Rs.5,58,047  

Hyundai Santro-Xing XL

Price Rs.4,37,956

Hyundai i20-Asta Price Rs.5,59,900

Mahindra & Mahindra Ltd

*Established in year 1945, Mahindra & Mahindra Ltd. is a subsidiary of Mahindra group. The company manufactures general-purpose utility vehicles. Today, it is the 10th largest private sector company in India, which is into manufacturing of tractors and light commercial vehicles along with other general utility vehicles. With increased scope of work, company's business is divided into four divisions viz. automotive, tractor, inter trade and MSL. These divisions handle steel, trading and manufacturing of ash handling plants and traveling water screens.

Rapidly expanding itself, now the company has seven state-of-the-art factories and 33 sales offices supported by a network of more than 500 dealers throughout the country. The company area exceeds over 5,00,000 square meters and over 17,000 technical and non - technical personnels are employed there. 

Type Public 

Industry Automotive

Founded 1945

Headquarters Mumbai, Maharashtra, India

Products Automobiles

Employees 119,900

Mahindra & Mahindra Ltd.

ADVERTISING BUDGET

ONLINE

TV

NEWS PAPER

RADIO

MAGAZINES

OUTDOOR

Mahindra Xylo had a budget of Rs 15-18 crore for the first six weeks of the car’s launch.

TOTAL ADVERTISING BUDGET- Rs 350 to 450 million

Mahindra Thar  Price India:Rs. 6,85000

Kareena Kapoor- Brand ambassador 

Mahindra Xylo-E2

Price Rs.6,12,000

Mahindra Scorpio-W Getaway

Price Rs.7,34,924

Atul Kasbekar-Brand Ambassador

*http://mediarevo.com/2010/05/02/auto-dealer-internet-advertising-budgets-swell/

*BRIC Spotlight Report-2010

*http://amitbiswal.blogspot.com/2011/08/market-share-analysis-of-indian-car.html

*http://www.livemint.com/2011/12/15001447/India-to-be-No-3-auto-market.html?h=B

*http://www.marketingpilgrim.com/2011/03/

*http://www.business-standard.com/india/news/withnano-advertising-budget-tatas-go-creative/352749/

*http://mediarevo.com/2010/05/02/auto-dealer-internet-advertising-budgets-swell/

*http://articles.latimes.com/1991-09-01/business/fi-2540_1_american-suzuki/3

*http://www.articleclick.com/Article/Tata-Motors-Market-Entry/1286851

*http://blog.carazoo.com/tag/indian-car-market

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