COMPETITIVE MARKETING

STRATEGIES OF FLEET CAR

DRIVE FOR PLEASURE

Presented by:
Sumit Shah (04)
Raj Shekhar (08)
Manjitlall (12)
ORIENTATION OF THE PRODUCT
 Industry – Auto mobile
 Company – Vibe motors

 Brand Name – FLEET

 Caption – “drive for pleasure”

 Body type – Hatchback

 Car – Diesel engine and Petrol engine

 Price – 4,00,000 to 5,50,000

 A/C and Non- A/C car

 Fuel capacity – 47 liters

CONT’D
 Safety measures – Passenger airbag, front airbag, child
safety lock, central locking, anti theft system, parking
sensors.
 Features – Power window, power seat, power door lock,
power steering, front disk brakes.
OUTLINE OF TARGETED
CONSUMER PROFILING
 Idea and concept is ready but product is not ready so it is
important to know the targeted consumer profiling.
 From the following element profiling has been
analyzed…
Value – Comfort form car, Safety from the car
Preferences – Reliability and design
Activities – Business, Long drive, parties, city
to city
CONT’D
Attitude – Like to travel in a car with safety,
positives towards small car.
Analysis of consumer profiling
So to reach the consumer if we advertise in print media,
television and hording showing comforitibity , safety,
design, mileage of a car than it will be better. And
consumer will attract more to our brand.
SEGMENTATION AND TARGETING
 Market – Consumer Market
 Segmentation

1) Demographic
2) Psychographic
3) Behavioral
CONT’D
1) Demographic:
Age – 25 to 55 who wants to drive fast and
with comfort
Income level - middle class and middle
higher class
Family Size – 5 to 6 members
Gender – Male and Female
CONT’D
2)Psyhcographic
Interest – Performance, Look
Values - Comfortabiltiy
3)Behavioral
Benefit sought – Money, Comfort
PEST ANALYSIS
 PEST analysis comes under macro environment.
CONT’D
 1) Political Factors:
a) Tax Policy:
Tax Policy on car is dependent on the weight
of the car. Tax are as follows..
up to 1000 kg tax 3815
1000 to 1500 kg tax 4,880
1500 to 2000 kg tax 7020
Our car weight is 1000 so its will be cheaper
CONT’D
b) Environmental law:
Laws relating to the automobile industry are strict.
In our model we had provided the engine which
creates less carbon dioxide and make less noise.
CONT’D
 2) Economic Factor
a) Economic Growth :
India – Road to recovery
Liquidity is high
b) Inflation Rate:
Inflation is high
Purchasing power is high
3) Social and Cultural Factor
I) Legal factors
a) Consumer Law:
Providing Information to the consumer
Sales person to answer the consumer.
b) Health and Safety Law:
We provide safety measures
Less air pollution
CONT’D
4)Technological Factor
a) R&D activities
b) Automation
c) Technological
PORTER’S FIVE FORCE MODEL
CONT’D
1) Competitive rivalry within the Industry:
Competitors: Volkswagen, Fiat, Toyota,
Mahindra, Maruti, Tata, Hundai
a) Exit barriers are high

2) The threat of entry of new competitor

CONT’D
3) The threat of Substitute product
Fiat- Punto, Linea
Maruti – Splash
Hyundai-i20
Mahindra – Logan
CONT’D
4) Bargaining power of Customer:
Individual Consumer
Institutional Consumer
5) Bargaining power of Supplier:
Less threat to us of suppler
Many suppliers are avilabele
Like Kalyani brakes ltd, Pricol ltd, Fenner India
ltd.
COMPETETIVE BENCHMARKING AND ISOLATION MECHANISM
 

 Benchmarking is the process of identifying "best

practice" in relation to both products (including) and
the processes by which those products are created and
delivered. The search for "best practice" can taker place
both inside a particular industry, and also in other
industries.
 The objective of benchmarking is to understand and
evaluate the current position of a business or
organisation in relation to "best practice" and to
identify areas and means of performance improvement.
 According to that our vibe company is coming out with
two models to sustain in the market where intense
competition already being exisiting with leading
players like maruti Suzuki,Hyundai,Toyota fiat .etc
Identifying who to benchmark against:
 Our brand being new to market it is difficult to
benchmark because in this is market number of brands
are competitng. Our best benchmarks is of two
companies i.e maruti Suzuki, Hyundai, these both
companies are catering best services in the market
 Identifying what aspects of business to benchmark
service
 Collecting relevant data to enable processes and
operations to be compared:
 The service provide by Maruti, Hyundai the parts of
their car are not available to the district headquarters
and lack skilled of mechanics. These two companies are
providing warranty for the some of the parts.
 Comparison with own process:
 The service which we had planned to provide in each
district and the parts of our car will be available to that
service centre at any time .as compare with Hyundai,
maruti we are lacking to provide warranty of some
parts of our car .so we are planning to propose these
issues to management to provide this kind of service
also to lure the more customers
ISOLATION MECHANISM

The ways in which resources can be protected from

duplication have been termed “isolating mechanisms”,
as they serve to isolate the organization from its
competition, creating a competitive barrier.
ISOLATING MECHANISMS - 3 LEVELS

 First, for a competitor to imitate a successful marketing

strategy it must be able to identify the resources that
have been dedicated to creating and implementing that
strategy: To imitate the competitor, the resources
which our company have identified are the released into
market the customers who are using the car in the
target market.to increase the customer
relationship,supplychain we are sended
mail,sms,greeting of birthdays ,anniversary days giving
discounts and inform the offers by the mails ,sms.etc..
 Second, should a competitor overcome the
identification barrier it would still need to acquire the
resources necessary for imitation of the strategy:
 In our most our competitor there many midder man are
invoved so the cost is relatively high to them unique
supply chain managment system as less midder man
but efficient one that’s why cost is low and sales is high.
 Third, most resources depreciate over time as competitors
are eventually trying to find ways of imitating successful
strategies:
 we mainly focusing on customization of product so our
competitio will never identified what actually we are
delivering to our customer and we are bringing change
manufacturing process for every three years .. until and
unless our competitor identifies resources. we might be
moved to the other resource
Marketing Mix
 Product: 
 Vibe company has two models(fleet) . Over the last two
years the most common requirement of consumers want
to enjoy the safe journey and to travel great distance in a
comfortable way . So fleet, is coming up with ramsis
software and able to keep satisfying consumers.
 The appearance of the fleet is very attractive to people
of every age or sex. The models is simple but very
convenient and easy to use. The brand is very
recognizable by most consumers because it is easy to
read and easy to recognize because the style of the
model an unique name.
 Price:
  Pricing of any product is a very tricky thing. Because
price has to go up or down according to inflation. But
price also has to go up or down according to the price
change is competitors and how much demand there is
for the product in the market. fleet’s price is convenient
to buy even middle class people..The price should not
too high. At the same time the price is not too low to
the point where people think its “cheap”.
 The price of fleet diesel engine with a/c- 4,75,000 and
with non-a/c- 4,25,000. And petrol engine with a/c-
5,65,000. And with non-a/c-5,00,000.
 Place:

The distribution channel is the same for all two models

of fleet’s. Money is allocated to every channel
according to data obtained for from our market
research. We allocate the money according distribution
based on show rooms.
 Promotion:

The promotion and advertising for the two products is

probably the most important aspect of the marketing mix
because its promotion and advertising that makes people
aware of the product and what it can do for them.
 Well without too much advertising. People just need to be
reminded of the benefits of the product so that is why we
spend so much money on reminder advertising
 So we spend the most money on promotion allowance
and advertising to get a better awareness of the product.
 
 People :
People refer to the customers, employees,
management and everybody else involved with our
brand. It is essential for our company to realize that the
reputation of our brand that involved with is in the
people's hand to retention of customers
 Process:
It refers to the methods and process of providing a better
product and is hence essential to have a thorough
knowledge on whether the our product are helpful to
the customers, if they are provided in time, if the
customers are informed in hand about the products and
many such things.
 
 Physical (evidence) :
 It refers to the experience of using fleet product . When
our product goes out to the customer, it is essential that
our brand help him see what he is buying or not. For
example- brochures, pamphlets etc.
TARGET MARKET
 Demographic factor:
 Age group 25- 55

 Gender (male/female)

 Social class

 PSYCHOGRAPHIC FACTOR

 Life style: struggler

interest: performance ,looks,

 Attitude: positive attitude

 Values: money, comfortability

 Behavioural factors

 Benefit sought: High millage,safety,comfort

ADVANTAGE – CREATING RESOURCES

.price, safe, comfort. As

well as The car will also
shows as the self
esteem for customer
that will create value for
them.
Distribution strategy, The car will directly affect the
Will be unique, the first psychological facto r of
50 customer will get a customer for its comfort
series unique number, through the caption line
(ramis software),that will hard
(SCA)
that will show they are
first 50 to imitate
GENERIC ROUTES TO COMPETITIVE
ADVANTAGE
 Achieving Cost Leadership:
PROMOTION
PRICE HIGH LOW
HIGH RAPID SKIMMING SLOW SKIMMING

LOW RAPID PENETRATION SLOW PENETRATION

 SO ONLY RAPID SKIMMING WILL EXSIST

 RAMSIS is used to confirm the front seat and steering
wheel adjustment by creating manikins that represent
shortest to tallest occupants.
 Comfortable with Ergonomics
RAMSIS studies are key to understanding and
demonstrating the ergonomic issues of occupants with
a wide range of body sizes.
 In The Long Run
Customers expect comfort from a premium car brand
vibe and has developed its abilities to meet this
expectation through RAMSIS
 TIMING
DIWALI SEASON AND 125 GRAMS GOLD COIN FREE.

 POLICY CHOICES
two liters petrol free in every three months above from 5000 km.
 Purchase could be in 3 installment if anybody wants to purchase
it in installment.

 Test drive for better customer linkage.

Location factor:
In Gujarat near Vishnagar because of tax rate ,labor cost
availability of raw material.
OFFENSIVE AND DEFENSIVE
COMPETITIVE STRATEGIES
 Offensive : increasing maximum market share cost +
profit
 Defensive: capturing competitors market share by
maximize the sales.
MAIN CONFRONTATION STRATEGIES
 Flanking attack: for our product the franking attack
would exist by providing the no. of service station in
each dist.even the parts would be supplied to the local
mechanics by different sales man.
 Gorilla attack: vibes motors is going to provide
different car accessories worth rs 3500 at free of cost.
VIBE’S NICHE MARKETING STRATEGY
 What is Niche Marketing?
Niche marketing means to find a specific part of a
general market for the service or product that you
offer. Its main aim is to fill up a space in the market
place.

Vibe motors will also come with a mass produce hybrid car,
that will support the environment and will environment
friendly car. So vibe motor didn’t just produce the car to fill up
the marketing void. It will also come up with effective niche
marketing plan.
CRITICAL ISSUES AND CHALLENGES
 
 CRITICAL ISSUES:
 COST REDUCTION
SUSTAINABILITY: HOW TO SUSTAIN FOR LONG TIME WITH
MAJOR COMPETITOR.
POLITICAL ISSUES: IF GOVT CHANGE IT WILL EFFECT US.

CHALLENGES: LONG RUN SURVIVAL.

EARNING MAXIMUM BENEFIT
TO REACH AT B.E. P AS EARLY.
SWOT ANALYSIS
Strength
 Features

 Ramisis software

 Price, Fuel capacity, V-NKP Engine

SWOT ANALYSIS
 weakness

 The company needs to keep producing cars in order to retain its

operational efficiency. Car plants represent a huge investment in
expensive fixed costs, as well as the high costs of training and retaining
labor. So if the car market experiences a down turn, the company could
see over capacity. If on the other hand the car market experiences an
upturn, then the company may miss out on potential sales due to under
capacity i.e. it takes time to accommodate. This may be a typical problem
with vibe motors high volume car manufacturing
 opportunity
 Since vibe motors is coming with mass produce hybrid car so it will
have a reputation for manufacturing environment friendly car. that
may increase its sales.
 Threats

 As with any car manufacturer, There are tremendous

competitive rivalry in the car market. Competition is
increasing almost daily, with new entrants coming into the
market from different market. The company is also exposed
to any movement in the price of raw materials such as rubber,
steel and fuel. These factors are potential threats for Vibes.
 Threats
 As with any car manufacturer, There are tremendous
competitive rivalry in the car market.
 Competition is increasing almost daily, with new
entrants coming into the market from different market.
The company is also exposed to any movement in the
price of raw materials such as rubber, steel and fuel.
These factors are potential threats for Vibes
CONCULUSION
 Fleet will have a bright future that we can say after
analysis of different marketing strategies and fleet will
compete to the exiting players well and good because
of its features and the safety measures. And we have
faith that we will success in the market.
Thank you…