The That Changed Ford India’s

Fortune

Presented By:

DELIVERABLES • About Ford India

• The Need Of New Car

• Concurrent Engineering At Ford Figo

• Development Of Ford Figo

• Marketing Of Ford Figo

• Exhibit’s

• Want A Figo Test Ride?

FIGO ECO-SPORTS

ENDEAVOUR FIESTA

BCG MATRIX

• A USA based company• Started in India in 1995• Escort (c segment) its first car in India• Nigel Harris has been appointed

President of Ford India, effective February 1, 2014

• Sold 11,935 vehicles in Jun 2014, up 36% from 8,771 units in Jun 2013.

DELIVERABLES • About Ford India

• The Need Of New Car

• Concurrent Engineering At Ford Figo

• Development Of Ford Figo

• Marketing Of Ford Figo

• Exhibit’s

• Want A Figo Test Ride?

Bargaining Power of Suppliers

Threat Of substitutesBargaining Power of Buyers

Threat of New Entrants

Competitive

Rivalry- HIGH

High1. Few quality Indian

suppliers2. Few players providing car

connectivity devices.

Moderate1. Existing company can

come up with new car in this segment.

2. Difficult for a new company to setup new plant

High1. Customers have more options to choose from

Moderate1. Introduction of Metros in cities.

Segmentation

OLD YOUNG

Tech-Savvy

Tech-Ignorant

SANDEEP

DELIVERABLES • About Ford India• The Need Of New Car• Concurrent Engineering At Ford Figo• Development Of Ford Figo• Marketing Of Ford Figo• Exhibit’s• Want A Figo Test Ride?

IDEA GENERATION

Idea Screening

CONCEPT DEVELOPMENT

PRODUCT DEVELOPMENT

TESTING MARKET

PRODUCT LAUNCHING

DELIVERABLES • About Ford India• The Need Of New Car• Concurrent Engineering At Ford Figo• Development Of Ford Figo• Marketing Of Ford Figo• Exhibit’s• Want A Figo Test Ride?

Chief creative officer and managing partner Bobby Pawar and Blue Hive (JWT)creative director criticized for advertisements ."Leave your worries behind“

Silvio Berlusconi in the driver's seat with three scantily clad women sitting gagged and bound in the trunk

DELIVERABLES • About Ford India• The Need Of New Car• Concurrent Engineering At Ford Figo• Development Of Ford Figo• Marketing Of Ford Figo• Exhibit’s• Want A Figo Test Ride?

Classification of passenger vehicles as per SIAM

Features of various small cars in India

Figo Maruti Swift Tata Indica V2 Hyundai i20

Model Petrol/diesel Petrol/diesel Petrol/diesel Petrol/diesel

Engine Power 70.02bhp(p)68.05bhp(d)

87bhp(petrol)75bhp(diesel)

64-70bhp(p)53-69bhp(d)

79-100bhp(p)89bhp(d)

Seating Capacity 5 5 5 5

Length 3795mm 3760mm 3675mm 3940mm

Torque 102nm @ 4000rpm

113Nm @ 4500rpm

140Nm @ 3000rpm

220Nm @ 1750rpm

Fuel efficiency(in Kmpl)

17-20(d)12.3-15.6(p)

14-18 (d)12-17(p)

12.2-16.6 (d)10.5-14.5(p)

19-22.6 (d)11.3-16.1(p)

Max speed 160kmph 160 kmph 135 kmph 156kmph

price 3.88-6.5L 4.42-6.71L 3.98-4.8 L 4.81-7.77L

PROS

• price• Very spacious• Lowest maintenance cost• Good ride quality• Bluetooth• Comfort• Mileage• Music system• Handling• A/C• Good stereo

CONS

• Enough power (68-70bhp)

• Not the most stylish inside and out.

• Low pickup• Engine noise

DELIVERABLES • About Ford India• The Need Of New Car• Concurrent Engineering At Ford Figo• Development Of Ford Figo• Marketing Of Ford Figo• Exhibit’s• Want A Figo Test Ride?

Tighten Your Seat Belts