DEPARTMENT OF BUSINESS STUDIES

MITTAL SCHOOL OF BUSINESS

PROGRAM: MBA GENERAL
SESSION: 2021-23
COURSE: INTEGRATED MARKETING
COMMUNICATION
COURSE CODE: MKTM518
FACULTY: DR. AMAL RANEEM K

Course Code: MKTM508 Course

Title: INTEGRATED MARKETING COMMUNICATION

Course Instructor: DR. AMAL RANEEM K

Academic Task No.: CA -1 Academic Task Title: Assignment 1
Date of Allotment: 27/05/2022 Date of submission: 07/05/2022
Student’s Roll no: RQ9E18A09 Student’s Reg. no: 12103721

Declaration:
I declare that this Assignment is my individual work. I have not copied it from any other
student’s work or from any other source except where due acknowledgement is made
explicitly in the text, nor has any part written for me by any other person.
 INTRODUCTION
Premier Padmini is a four-seater car that was manufactured at their Kurla plant
in Mumbai India from 1964 to 2000. The Padmini is named after a 14thcentury
Rajput princess. Padmini translates to "she who sits on the lotus" and refers to
the goddess Lakshmi. It was also at common name for girls in India at that
time. The car, in its peak during the 1970s-1980s, achieved popularity among
youngsters, celebrities and women as compared to then Hindustan
ambassador, it looked more modern in appearance, more fuel-efficient and
was very easy to drive. Cars were of foreign origin, Padmini being an
indigenized version of fiat 1100. The Padmini’s primary competitor in the
Indian market was the Hindustan and standard herald. This famous car Premier
Padmini started off as the fiat 1100 delight in 1964 on Indian roads. Yes, the
car came to life in Italy under the roof of engineering marvel fabbrica Italian
automobile Torino (known as fiat). Fiat 500 was the first car from fiat which
was assembled for Indian market since 1951 ambassador. In 1954. There came
a car which all Indians called, the dukkar. It was a fiat 1100-103. the
predecessor of fiat 1100 d, an 1100cc and four door sedan with its short tail. It
transformed a lot before getting evolved into the fiat 1100d. Fiat 1100d gained
pace when premier auto started producing it for the Indian market in 1964,
under license from fiat.
At that time the market was dominated by the ambassador produced by
Hindustan motors based in Kolkata since 1958. The fiat 1100 delight was the
first car which challenged the monopoly of Hindustan motors ambassador. It
was sleek, compact, more streamlined and a looker than ambassador thus, it
did rise as a potent alternative for the ambassador. Initially people used to
address it as only fiat, later it gained its identity as Padmini. This car was
assembled in premier auto's plant in Kurla, Mumbai till 1997 (the year when
premier sold their stakes back to parent). That is why Mumbai has the largest
number of Padmini’s, be it as taxi or as a personal vehicle. Padmini not only
ruled the cab market of Mumbai but also ruled many hearts. Thus, it can still
be seen in many avatars now and then. After some complaints from
consumers, an improved version called viceroy was also launched at the end of
its life but then it was stopped in 2001.
 Integrated marketing communication:

Integrated marketing communication is a multi-disciplinary field that joins

conventional and new media rehearses. As its name recommends, coordinated
advertising correspondences is a comprehensive showcasing approach that
thinks about promoting procedure inside the bigger setting of an association's
points and business improvement and upkeep needs. As such, instead of
having promoting, publicizing, advertising, online entertainment, and
customer/crowd investigation be isolated groups or endeavours inside an
association, incorporated showcasing correspondences empowers the
coordination of these disciplines to make an all the more impressive and
purposeful methodology.
Around then the market was overwhelmed by the Ambassador delivered by
Hindustan Motors situated in Kolkata starting around 1958. The Fiat 1100
Delight was the primary vehicle which really tested the imposing business
model of HM Ambassador. It was smooth, conservative, more smoothed out
and a looker than Ambassador in this manner, it rose as a strong option for the
Ambassador. At first individuals used to address it as just FIAT, later it acquired
its way of life as Padmini. This vehicle was gathered in Premier Auto's plant in
Kurla, Mumbai till 1997 (the year when Premier sold their stakes back to
parent). To that end Mumbai has the biggest number of Padminis, be it as taxi
or as an individual vehicle.

Premier Padmini advert: showing Padmini as symbol of luxury on offering

Padmini administered the taxi market of Mumbai as well as governed
numerous hearts. In this manner, it can in any case be seen in numerous
symbols every so often. Numerous glad proprietors of Padmini have invested
part of amounts of energy to keep the vehicle in running condition as well as to
make it a head turner retro magnificence. There are devoted groups of
followers of Padmini what share their specialized information to keep the core
of Padmini pounding. Such sort of flourish is accomplished by not very many
vehicles in India.

STP (Segmentation, Targeting and Positioning):

Segmentation: To adjust its procedure to the taste and inclinations of the

clients the organization characterizes the populace elements and qualities thus
the auto brand utilizes the blend of segment, psychographic and topographical
division technique.

Targeting: Focusing on the fiat works with various brands under its portfolio
some of which utilizes particular focusing on procedure and different purposes
separated focusing on technique.

Positioning: The company uses value-based and usage positioning strategy to

create a boastful image enriched with experience in the mind of the
customers.

Segmentation Issues: The segmentation of customers was not done; the same
product was being offered to everyone in the market.

Targeting Issues: In the 80’s and 90’s targeting was done mainly towards
government institutions and cab companies and taxi general public. Later on
many ambassadors were used for cab purpose and moved out of the customer
segment.

Positioning Issues:
Positioned as a government of commercial vehicle only.
Rattling sound and rusting were common problem faced by its owners.
The fall of Premier Padmini from the leadership position to a marginal player is
a classic case of marketing myopia.
 Strategies for Positioning for the media:

Current situation: Following quite a while of overwhelming India's streets,

alongside Hindustan Motors Ltd's Ambassador, the Padmini bowed out in
1997, clearing a path for present day Japanese, Korean and American vehicles.
In the twenty years that followed, Premier Ltd made a fruitless introduction to
designing, showing up at last at the chapter 11 court keep going month for
defaulting on contribution of ₹ 52 crore. State-run Corporation Bank has
moved toward the Mumbai seat of the National Company Law Tribunal (NCLT)
to recuperate duty from Pune-based Premier, said an individual mindful of the
matter. The matter is yet to be recorded for a consultation.

"The duty incorporate the chief measure of ₹ 31.17 crore and interest. The
bank had pronounced the organization a non-performing resource (NPA) at
some point in May 2016," the individual refered to above said on state of
namelessness. "The bank has likewise proposed Atul Jain, accomplice of review
and counseling firm GMJ and Co., as interval goal proficient in its request
documented in the court." Premier didn't answer an inquiry from Mint. In an
administrative recording on Wednesday, Premier said it had converses with
Corporation Bank since it got the indebtedness notice, remembering for 11
December 2018, to show up at a genial repayment. "Organization has started
steps to adapt its property resources to pay off its obligation and is confident
of finishing something similar toward the finish of the ongoing monetary year,"
it added.

"Enterprise Bank has shown to the organization that it is available to

considering a neighborly settlement and the organization is making the
imperative moves in such manner to accomplish something similar," Premier
said, adding that it is likewise in chats with "Edelweiss Asset Reconstruction Co.
Ltd, its greater part gotten obligation holder, for a thorough rebuilding plan".
Nishit Dhruva, overseeing accomplice of law office MDP and Partners, which is
addressing the moneylender, affirmed moving toward NCLT, yet didn't
intricate as the matter is sub judice. In the wake of shutting its plant at Kurla in
Mumbai in 1997, Premier moved into designing, assembling of wind energy
parts, power age and foundation, however confronted little achievement.
Chief's underlying foundations follow back to 1952 when the organization,
then, at that point, known as Premier Automobiles Ltd, consented to a permit
arrangement to make in India an adaptation of Fiat 1100, otherwise called
Millecento.
The endeavor denoted the start of a free vehicle industry in India, and was
followed five years after the fact by the Ambassador from Hindustan Motors,
in light of the British-planned Morris Oxford of the mid 1950s. In the pre-
advancement India of restricted buying choices, the two vehicles turned into
the vehicles of decision for purchasers. Clients adored their capacity to move
potholed streets, and both tracked down steadfast purchasers, until the Maruti
800 showed up on the scene, drawing away another age of vehicle purchasers.
As Maruti Suzuki India Ltd, prior known as Maruti Udyog Ltd, and different
opponents extended their presence, Ambassador and Padmini took asylum in
the taxi portion and held post for some time, under the steady gaze of the
Bombay high court decided in 2009 that taxis more seasoned than 25 years be
removed the streets. In the years that followed, Padmini taxis began
disappearing from Mumbai's streets, one of its last strongholds. Creation of
the Ambassador halted in 2014 and the brand was in the end offered to
France's Groupe PSA.
In 2017-18, BSE-recorded Premier posted an overal deficit of almost ₹ 124
crore on an income of ₹ 20.07 crore. It finished the year with a net obligation
of ₹ 375 crore.
Pend fiat enjoyed the benefit of its past presence on the lookout and
consequently was well known.Padmini was a recent famous name, but the
focal point of youth and reviewing Padmini as a solid brand had no proof. Fiat
needed progress over the most recent twenty years and thus among vendors
and clients lost confidence. Fiat had been areas of strength for very its
monetary administration techniques as the JV with Tata Motors was a pro and
motor stockpile agreement to Maruti was another. Be that as it may, in its
show room just two models were available. In 2012, Fiat and Tata Motors
together concluded that Fiat would deal with its conveyance and overhauling
freely. Additionally, Ratan Tata ventured down from the leading group of Fiat,
Italy. What's to come is exceptionally dubious for Fiat in the Indian traveler
vehicle industry

Designing the completer media plan:

Premier Ltd, known for manufacturing Premier Padmini cars popular in pre-
liberalisation days, will soon be acquired by Chennai-based Fab Metals Pvt Ltd
under the insolvency process, according to a disclosure made to the stock
exchange.
Lenders would recover about one-fifth of their dues following the sale of the
company, people aware of the matter said. Nearly 92% of the lenders by value
voted in favour of Fab Metal’s plan early this week.
The engineering company has proposed to make payments to lenders within
90 days of the plan being approved by the National Company Law Tribunal
(NCLT), the people said.
The resolution professional, Kanak Jani received seven proposals last month.
These included offers from Shanti GD Ispat & Power Private Ltd, Sadhana Nitro
Chem Ltd, Bommidala Enterprises Pvt Ltd, Palika Towns LLP, Runwal
Developers Pvt Ltd, Fab Metals Pvt Ltd, and Fortuna Engi Tech and Structurals
(India) Pvt Ltd, according to a stock exchange disclosure.
Head Ltd, known for assembling Premier Padmini vehicles famous in pre-
progression days, will before long be procured by Chennai-based Fab Metals
Pvt Ltd under the bankruptcy interaction, as indicated by an exposure made to
the stock trade. Loan specialists would recuperate around one-fifth of their
duty following the offer of the organization, individuals mindful of the matter
said. Almost 92% of the loan specialists by esteem casted a ballot for Fab
Metal's arrangement early this week. The designing organization has proposed
to make instalments to loan specialists in somewhere around 90 days of the
arrangement being endorsed by the National Company Law Tribunal (NCLT),
individuals said. The goal proficient, Kanak Jani got seven recommendations
last month. These included proposals from Shanti GD Ispat and Power Private
Ltd, Sadhana Nitro Chem Ltd, Bommidala Enterprises Pvt Ltd, Palika Towns LLP,
Runwal Developers Pvt Ltd, Fab Metals Pvt Ltd, and Fortuna Engi Tech and
Structurals (India) Pvt Ltd, as per a stock trade divulgence. Since every one of
the candidates were qualified bidders, the RP had put every one of them for
vote early this week. Fab Metals offer was most elevated at around Rs 100
crore, one of the people said. The RP has conceded absolute cases of Rs 502
crore from monetary loan bosses, including Rs 450 crore from Edelweiss Assets
Reconstructions, the main got bank among 14 moneylenders, as indicated by
the organization's site. Head Ltd made Premier Padmini vehicles in
organization with Fiat between 1964 to 2000. Named after a fourteenth
century Rajput princess, it was among the main three carmakers during the
permit raj time in India. The other two were Hindustan Motors' Ambassador
and Maruti 800. Be that as it may, post progression it lost its fame when a few
unfamiliar carmakers made advances by setting up assembling bases in India.
In the end it was bound to being a nearby dark and yellow taxi on roads of
Mumbai in mid-2000. Notwithstanding, in mid-2013, it experienced one more
mishap when under the new contamination standards Maharashtra
government precluded 20-year-old vehicles from utilizing on the streets.
Head has a 27-section of land fabricating plant to embrace car and designing
business at Chinchwad in Pune. The designing fragment has two exercises -
CNC machine division and designing. The auto section comprises of light utility
vehicles and sports utility vehicles, as per the organization site.

Reference:

• https://en.wikipedia.org/wiki/Premier_Padmini
• https://gomechanic.in/blog/premier-padmini-fiat-history/
• https://www.livemint.com/Auto/09yvO5wYAbWCBhbXvU9cnN/Fiat-Padmini-
long-gone-Premier-Ltd-now-faces-bankruptcy.html