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Advertising Maruti True Value

Meerut-2009

Understand

the Used car market.

Find

out the reasons why People prefer to buy old cars from non-branded shops? a promotional strategy for Maruti True Value to increase the market share.

Designing

No.1

organized pre-owned car brand.

India's

largest certified used car dealer network. car related services under one roof trained manpower

All

Professionally

SELLING

CONCEPT DEVELOPMENT

IMPLEMENTATION

ANALYSIS OF MARKET OPPORTUNITY

MARKET TESTING

MARKET STRATEGY DESIGN

Disorganized

NO CHOICE OF CARS

LACK OF TRANSPARENCY
NO SURETY ABOUT LEGALITY OF CARS NO SURETY OF TECHNICAL HISTORY

Cars sold in year 2007-2008(india) units in million

POSITIONING

Used cars-Buy, Sell & Exchange

Price varies from Product to Product

Maruti true value outlets

Buy
Search inventory. Compare cars. Select the car you like. Buy your car! sell Give car details. Review estimated evaluation. Leave your contact details. Sell your car!

Exchange Give us your car details. Review estimated evaluation. Select new Maruti Suzuki car. Leave your contact details. Exchange your car!

People refer to the customers, employees, management and everybody else involved in it. It is essential for everyone to realize that the reputation of the brand that you are involved with is in the people's hands

It refers to the experience of using a product or service. When a service goes out to the customer, it is essential that you help him see what he is buying or not. For examplebrochures, pamphlets etc serve this purpose.

Positioning
(Maruti certified Used cars +Three Free Services + One Year Warranty)

The Sign of UR TRUST Maruti true value Affordable cars like New ones nayi jaisi

Strengths
One standard International Quality

Variety Of Cars

Big organised Player

Transpare nt fair evaluation

Strengths Brand value

Skilled staff

Multi services One roof

Mis perception

Long Process

Lack of Awareness

Weakness

Low frequency of Adds

No Roadside Display

most reliable player in used car segment

Accessibilit y to masses

Opportunity

Leadership in market

Agreement With local players

Low cost cars

Organized Players
Threats

Local Players

Economy

Political Trends

20%

unorganised oraganised
80%

Graphical presentation of Questionnaire Results

hhh

36% 28% 16% 6%


N P T V M O IN T O T R

TV MARUTI OUTLET INTERNET

14%

OTHERS

50%

48%
good average excellent
excellent

2%
good average

80% 70% 60% 50% 40% 30% 20% 16% 10% 0%


dis

74%

display B argaining E asytoapproach easyprocess


6%
bar app pro

4%

70%

Bluff No written Warranty Duplicate parts

18% 12%

BLUFF

WRITTEN WAR

D PARTS

30% 26% 18% 12% 6% 8%

warranty One Place Many Services Variety Brand Name Customer Service Free service

50% 40% 30% 20% 10% 0%

40%

38%

22%

No knowledge about Stock Expensive Complicated processes

kno

exp

pro

How often do you see Advertisements of old cars in news papers?

Designing An Add for Maruti True Value with the help of 6Ms of Advertising

To Inform and Influence the decision of Target Market


Middle Class & Upper Middle Class

Market Money
One Lakh

Message
Head Line- Buy, sell & Exchange old cars under one roof
Affordable cars like New ones nayi jaisi

Base Line- The Sign of ur trust Maruti true value

Print Media News papers & Billboards

Pioneering + competitive What Am I ! How I am Better !

Promotional strategy
Tell y Im better & Build Trust
Local shop NO NO NO NO YES YES Very less NO 0%

Make your presence feel


Base of comparison Quality Certification Warranty Free Services Any quality Check Brokerage Risk of Forgery Variety Expert's recommendation Satisfaction

Influence the customer decision

Maruti True Value Maruti Certified One Year Three Free Services 120 quality Checks NO NO All Brands YES 100%

Dont wait for Big Money

Used Cars With 100% Maruti cetification


Buy a car for togetherness of your family Sell your Problem and cash it Exchange your headache with happiness Affordable cars like new ones Nayi Jaisi

But Why Should I buy from True Value only???


Comparison Base Local shop Maruti True Value

Quality Certification
Warranty Free Services Any quality Check Brokerage Risk of Forgery Variety Expert's recommends Satisfaction

NO
NO NO NO YES YES NO NO 0%

Maruti Certified
One Year Three Free Services 120 quality Checks NO NO YES YES 100%

Product Category objective Target biggest competitor biggest Strength biggest weakness biggest opportunity biggest threat solution

consumer durables increase the market share upper & middle class local players Brand Value Lack of Awareness No. 1 on used cars segment new cheap cars tell target what I do? Why m Better? Advertise for True Value

tell target what I do? Why m Better?