IMC REPORT OF GROUP-5

AYUSH RATHI PGP21037

AYUSHI JAIN PGP21038

CHAKSHIKA PGP21042

DEEPALI SAINI PGP21046

TOPIC-: Rossiter-Percy Grid of Scorpio SUV

ROSSITER AND PERCY GRID

The Rossiter- Percy grid is a model of attitude, which represents how a consumer evaluate
which product of brand they want to buy

In this model strategy to be adopt: “informational” or “transformational” by the Marketer. These

four strategies depend on several factors that have to do with people their motivation and
involvement.

The term involvement is directly linked to the purchase or psychological risk.

1. Low involvement brands are low-risk purchases items. They generally relate to every
day consumer goods like groceries, clothing and cosmetics are some good examples.
Individuals would spend little time thinking about it before purchasing the item.
2. High involvement brands are high-risk purchases. A lot more thought is spent deciding
if the goods or services should be bought or used, they may require some form of loan or
consume an individual’s savings. for example cars, high value electrical items, jewellery
and holidays.

Informational and transformational strategies refer to the purchase motivations:

 Transformational relates to positive motivations. Positive motivations are about

changing perceptions or feelings
 Informational relates to negative motivations. Negative emotions deal with facts and
figures (although the evidence may be limited)
.

ESTABLISHED TARGET AUDIENCE

BRAND
RECOGNIZATION 1.(RELIEF 2.(REWARD
AT THE TIME OF PURCHASE) PURCHASE)
PURCHASE LOW RISK

BRAND RECALL
HIGH RISK
PRIOR TO
PURCHASE 3.(RELIEF 4.(REWARD
PURCHASE) PURCHASE)
NEW TARGET AUDINCE PURCHASE

INFORMATIONAL TRANSFORMATIONAL
MOTIVATIONAL
NEGATIVE POSITIVE

The Rossiter and

Percy Model of
We have already discussed above what is Rossiter and Percy model of Scorpio SUV’S.

the scorpio Suv’s will come in 3rd and 4th segemnent because high risk and high investement is
involved with relief and reward purchase:and customer have to recall to purchase this car.Where
as quadrant 4 is a core segment of Scorpio Following are the reason for taget buyers in 3 rd and 4th
segment:-

IIIrd quardrant(serious buyers ):-In this buyer purchase for their relief
In this quandrant the buyer who has no option except to purchase Suv will purchase
Scorpio SUV as more affordable than competitors

• Will run in heavy roads

• Security purpose

• Preferable in haryana

• Transportation of goods

• Hills station travelling

IVth quardrant (luxurious buyers):-In this buyer purchase as a reward

In this quadrant mainly the consumer who wants SUV cars or the luxury car. We can also
say the premium segment of buying car will come

• Scorpio comes under premium price segment cars

• Scorpio is functionally superior product.

• Scorpio is Dynamic look

• It has Value for money,Fuel efficiency and Power style

COMMUNICATION STRAGEY

INFORMATIONAL

In this all the functional benefits which are directly related to the product likes :-

1. It is Easy to drive for Women- As all kind of people can drive Scorpio Car

2. It has Latest technology in terms of Power Engine, torque, ground clearance, cruise
control.
3. As Scorpio has superior Quality, Durability and Reliability

4. It is Known for it’s ruggedness- as it can be drive in hills, rocks etc.

5. Premium imagery at affordable price- as the price is cheaper than competitors but the car
is luxurious

TRANSFORMATIONAL

It includes all the emotional benefits which are related to the non-product likes :-

1. Feel of Patriotism as Scorpio is an Indian company

2. Power status

3. Thrill man or say feel of macho man

4. Peace of mind over rough terrains