Key competitors

Attitude Ambition/Status
Zen Estilo Feature Wagon R
A - Star Alto Accent
Ritz Santro Xing Aveo U-va
Beat Spark Palio
Micra Indica V2 Grand Punto
Indigo E-cs
Indica Vista
Fabia
Polo
Figo
 Attitude
Car Positioning
Zen Estilo Take a fresh view of life
A – Star Your attitude drives your attitude
Ritz Live the moment
Beat Test it like you own it
Micra Drive simple, Live better
 Attitude
Brand Cost Social Media
Zen Estilo Facebook (unofficial)

`3,34,426
A – Star Facebook,Twitter,
`3,99,900
Ritz Facebook,Twitter,Flickr,
Games
`4,51,600
Beat 2 facebook fan page
`3,67,025
Official Facebook fan page,
Micra `3,98,000 Game(Chamatkar)
Nissan Micra
• The website has option for viewing in high bandwidth & low
bandwidth, which is not there on other car website.
• Has a very active facebook page with other 3500 members
• Focus on Social msg ‘ not using a cell phone while driving’
used cartoons sketch for the same
• Has a micro site named ‘Micramap’ which lets you draw your
city, your way. Which means your map is about your
experience, not geography.
• Also has a game called as ‘Chamatcar’
 Features
Brand Positioning

Alto
Lets Go – Economy, practicality and styling
Santro xing
First choice, 1st car
Spark

har drive,happy drive

Indica V2
More car, per car..
 Features
Brand Cost Social Media
Alto Facebook (unofficial)

`2,74,997
Santro xing Facebook – no clue off or not

`4,01,987
Spark 3 facebook page – no clue
which is official

`3,34,684
Indica V2 Unoffical fan page
`3,53,000
 Chevrolet Spark
• It has a game of rolling dice & answer the questions
• Making a customize car
• Official site has the downloading option
• Has 3 facebook fan page
• ‘Chevrolet’ on the brand fan page has an application called
‘Garage’
• Live event going on from Aug 27 – Oct 15, 2010
 Ambition/Status
Brand Positioning
Wagon R The blue eyed boy - a step ahead
Accent From a true luxury sedan - thrill into your
driving.
Aveo Super stylish, super smooth
Palio Crafted for a true fan

Grand Punto Style statement

Indigo E-cs Taking professionalism to the next level
Indica Vista  Changes Everything
Fabia No other small car and make you feel so special
Polo It’s not just a car
Figo smart and smarter
 Ambition/Status
Brand Cost Social Media
Wagon R `3,41,914 on facebook, ibibo application
Accent Facebook - no recent updates,
`5,60,000 ibibo application
Aveo Aveo `4,35,532 no social media 
Palio `3,51,592 3 Facebook fan page
facebbok page is not indian
Grand Punto `4,44,118 recgonized
Indigo E-cs Has 3 different fan page, no clue
`4,08,130 which one is official
Indica Vista Facebook page -
links are updated from 3 party
`5,01,366 source
Fabia facebook
`5,11,400 related videos available
Polo Offical site has games and
`4,44,734 applications
Figo Facebook,twitter,orkut,flickr,
about 15 discussion forum on the
`3,54,000 wesbite
Volkswagen Polo
• Volkswagen Polo Challenge 2nd and 3rd
• Polo Club India ‘http://www.polocup.in/’
• Mtv tie up http://www.mtvindia.com/ultimatedrive/
• ‘Volkswagen Polo India’ is not official but is very active
 Current Swift Owners:
We spoke to 10 Swift owners:

• Most of them bought a Swift in the very 1st year of the launch
• For some it was a 1st car and for others it was an upgrade in their car as previously
they either used a Maruti 800 or a Zen
• Other cars in the consideration was either indigo or santro
• Swift was mostly bought keeping the brand Maruti in mind and its long lasting
promises
• Buying another car is not really a thought with most Current Swift Owners as they
are totally satisfied with the usage of Swift
 Potential Swift Owners:
Here we spoke to 6 car users:

All of them have cars, out of 6 users 4 are not planning to buy the car
And 2 others are planning to buy a car

Cars considered:
2 users give preference to Maruti as a brand
The other 3 users would go in for any car which would be in their
budget
And the last user wanted to have a 2nd car in the family, mostly a big
car
Swift buy:
4 users would buy a swift due to its popularity and demand value
And other 2 users, 1 of them wanted a big car and the other wanted to
just stick to the current car