Model - IGNIS

PROJECT PRODUCT MARUTI SUZUKI IGNIS

UNDER THE GUIDANCE OF PROF. ANITA GOYAL

WMP 11021 Marut Dutt

WMP 11029 Nasir Jawed
WMP 11038 Reena Prasad
WMP 11041 Saurabh Talwadia
WMP 11042 Swetank Sisodia
4th Submission - By Group 2
Product and Brand Management
25th May 2017
Table of Contents
Q. 6. Identify the primary and secondary associations of the brand and analyze with respect to
the existing positioning of the brand - For this point of the project, collect primary data from
minimum 20 consumers or persons ............................................................................................ 3
Primary and Secondary association............................................................................................. 3
Primary Data Collection and results ............................................................................................ 5
Data inference through cross tabulation..................................................................................... 9
Demographic representation of the respondents ..................................................................... 11
The Conclusion.......................................................................................................................... 12
Annexure I ................................................................................................................................ 13
Annexure II................................................................................................................................ 13
References ................................................................................................................................ 13

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Q. 6. Identify the primary and secondary associations of the brand
and analyze with respect to the existing positioning of the brand - For
this point of the project, collect primary data from minimum 20
consumers or persons

Primary and Secondary association

Brand Equity

Brand equity is a set of assets (and liabilities) linked to a brand's name and symbol that
adds to (or subtracts from) the value provided by a product or service to a firm and/or to
Firms customers (David Aaker).

The major elements of Brand Equity is

Brand Awareness
Perceived Quality
Brand Associations
Brand Loyalty

We are identifying the primary and secondary associations of IGNIS with respect to its
positioning with the help of expert reviews and customer feedback

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Primary Association
- Premium Mini Hatchback
- Large Engine
- Stable Car
- High Mileage
- Refined power of 61kW at 6000 RPM
- Dual Air bags
- Value for Money

Secondary Association
- Targeted for Millennials
- Trendy
- Sold through NEXA brand
- NEXA Card with special privileges to attend special shows
- Manufacturing by trusted brand Maruti

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Primary Data Collection and results
Primary data was collected from 28 respondents through questionnaire floated through
GoogleForms. The questions posed were to evaluate if the Nexas positioning of IGNIS
matched with the perception of users and non-users. Since IGNIS is a fairly new product only
2 users of the sample data were IGNIS owners. The rest of the respondents gave their
perception of the vehicle. The data gathered and information generated may be skewed
due to the limited number of users of IGNIS. The questions were also designed keeping in
mind the type of respondents, largely non-users. The questions were primarily focussing on
the perception of the respondents.

The questions posed were as under:-

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RESPONSES

Inference
The scoring for the first three questions is very low as is evident in the graph above, hence, Maruti
Nexas positioning of IGNIS as a trendy car targeted for the Millennials does not seem to be
successful and in fact is perceived as a failure from the data captured.

Inference
71.4% of the respondents felt that IGNIS was overpriced.

+ /-
What are the 3-5 words which come to your mind when you think of Maruti IGNIS?
(e.g. comfortable, safe, trendy etc.)
Needs better design -
Expensive , Small Engine , Not value for money, car , android car software -

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 + /-
What are the 3-5 words which come to your mind when you think of Maruti IGNIS?
(e.g. comfortable, safe, trendy etc.)
soap case -
Old, comfortable, safe +
Spiderman, trendy, Mileage +
A new trendy car for youngsters +
Unnecessary, costly and poorly designed -
Nothing -
Useless overpriced and short -
Stylish and premium +
i saw it on road today, and its design turned me off. :( -
Small , Costly , Boring -
Service, risky, expensive -
Odd shaped car -
Stylish, comfortable, trendy +
Maruti alto, mini car +
Poor design, safe, conventional -
Wagon R replacement, Family car with excitement +
It looks like a matchbox. -
Small and overpriced -
Safe +
Dashing & Attactive / Comfortable / good follow up from Nexa. +
trendy -
overrated
Low quality
User friendly low cost fuel efficient +
Stylish,trendy ,nice +
Awful design , nothing new to offer -
Trendy +
Trendy +

Inference
(43%) 12 out of the 28 respondents get a positive feel on the brand IGNIS
(57%) 16 out of 28 respondents get a negative feel on the brand IGNIS

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Inference
57.1% of the total respondents feel that IGNIS does not give value for money

Data inference through cross tabulation

We applied cross tabulation to make more effective inferences with respect to the
positioning and actual perception of IGNIS in terms of price, value, target customers etc. ?

Count of Do you
perceive IGNIS as a
car which gives
Value for Money? Column Labels
26 -
35
years 36 - 45 years 46 years or Grand
Row Labels 16 - 25 years old old old older Total
Maybe 1 5 1 1 8
No 1 9 6 16
Yes 4 4
Grand Total 2 14 11 1 28
Percentage No 64%
Percentage Yes 36%

Inference
64% of the Millennials do not perceive IGNIS to be value for money
Only 36% of the Millennials perceived IGNIS to be providing value for money

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 Sum of Please rate the
following on a scale of 1 -
5, (1) Lowest - (5) Highest
[Do you perceive IGNIS
as a car targeted for the
Millennial's?] Column Labels
Grand
Row Labels 1 2 3 4 5 Total
16 - 25 years old 1 2 3
26 - 35 years old 5 4 12 12 33
36 - 45 years old 2 4 6 8 15 35
46 years or older 2 2
Grand Total 8 12 18 20 15 73

Inference
33/73 is the score by Millennials who agree that the car is targeted for them
35/73 of respondents in the age group of 36-45 feel that the car is not targeted for the
Millennials

Sum of Please rate the

following on a scale of 1 - 5,
(1) Lowest - (5) Highest [Do
you think IGNIS will be
successful in its positioning
as "trendy car for the
millennial's' be successful? Column Labels
Grand
Row Labels 1 2 3 4 5 Total
16 - 25 years old 2 2
26 - 35 years old 5 8 12 5 30
36 - 45 years old 4 12 16 5 37
46 years or older 2 2
Grand Total 7 14 24 16 10 71

Inference
30/71 is the score by Millennials who feel that IGNIS will be successful in its positioning as a
trendy car for Millennials
37/71 is the score by respondents on the age group of 36-45 years who feel that IGNIS will
be successful in its positioning as a trendy car for Millennials

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Demographic representation of the respondents

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The Conclusion
Although Maruti launched NEXA as a premium car targeted at the young generation and
loaded with technological gadgets, the perception of the car in terms of value for money,
trendy design, focus on the youth does not seem to have caught attention of the youth.
Infact, a larger group of the Millennials dont like the design of the car and feel that its price
is too expensive for the value it provides.

Primary Association
- Large Engine
- Stable Car
- High Mileage
- Refined power of 61kW at 6000 RPM
- Dual Air bags
- Value for Money

Based on the survey report, respondents felt that IGNIS did not provide value for
money, a few respondents felt that the engine was small and hence not powerful.
Some respondents agreed that the mileage provided by the car was high.

Dual Air bags - Respondents agreed that the car was safe hence the Primary
Association of Stable Car is validated.

Secondary Association
- Targeted for Millennials
- Trendy
- Sold through NEXA brand
- NEXA Card with special privileges to attend special shows
- Manufacturing by trusted brand Maruti

Respondents strongly disagreed that the car was meant for the youth ore specifically
the Millennials and Maruti NEXAs prime positioning of the car is targeted as a
youths car, hence NEXA seems to have failed to incite the youth with the offered
product.

Some of the respondents also felt that instead of being trendy, IGNIS is very old
styled and have compared it to a matchbox lookwise. The trendy/ sporty
customized rooftop does not seem to have interested respondents.

IGNIS has not been able to create an image of a trendy car for the younger
generation in the limited time since its launch. We will have to wait and watch since
the car is just 3 months new.

Manufacturing by trusted Company Maruti does not seem to have added much
value to the product

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Annexure I
PLUSES

Unique, funky design - exterior & interior stand out in a crowd. Customisation
options available
Smart packaging! Good legroom & headroom in such a small car. Useable 260-liter
boot too
Peppy petrol & efficient diesel.
Dual airbags, ABS with EBD and child seat anchors are standard across all variants
Maruti's widespread service network, excellent after-sales support & fuss-free
ownership experiences
Features such as LED projector headlamps + DRLs, reversing camera, Apple &
Android ICE, navigation, electrically-foldable ORVMs etc.

MINUSES

Simply overpriced, not a VFM Maruti. Top trim is especially pricey

You can buy more accomplished cars for the same (Grand i10) or a little more
(Baleno) money
Weird rear end styling. Overall, the unconventional looks will polarize opinions
Narrow cabin width. Rear seat is better for 2 adults than 3
32-liter fuel tank is too small for this segment. Even the humble Alto gets a larger
tank

Annexure II
Excel data collected through the survey and cross tabulation results

References
- IGNIS Brochure download http://www.marutisuzuki.com/ Retrieved on 1st May
2017
- Knowing Maruti Suzuki http://www.marutisuzuki.com/ Retrieved on 1st May 2017
- History https://en.wikipedia.org/wiki/Maruti_Suzuki Retrieved on 1st May 2017
- Augmented attributes https://www.zigwheels.com/newcars/Maruti-Suzuki
Retrieved on 1st May 2017
- http://economictimes.indiatimes.com/magazines/brand-equity/maruti-is-gunning-
for-a-younger-demographic-with-its-latest-car-IGNIS/articleshow/56440348.cms
Retrieved on 1st May 2017

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