Brand Ambassador

Exeutive Summary
Hindustan Motors
Forunded in 1942 by B.M birla.
Leader in car sales till 1980s.
Production since 1958.
Designed by morris Oxford III.
Licensed built at utarpara, West Bengal.
Class – Compact Car
Body Style – 4 Door Saloon
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Evolution of Ambassador
▫ Mark I (1957- 62)
▫ Mark II (1962 - 75)
▫ Mark III (1975 - 79)
▫ Mark 4 (1979-2014)
▫ Ambassador Classic

From Sales 24000 units a year in 1980s, it slumped to 2500

units by 2014

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 “
“Stability is what makes you earn.
Here is brand ambassador, Mobility what
makes you L(earn)”

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 Success in Indian market
▫ First Indian Manufatured car
▫ Social status – Public service or
Politician
▫ Special niche for itself in passenger car
segment
▫ Dependability, spaciousness and
comfort factor
▫ Indianised car 5
Failure in Indian market
▫ Design and performance not up to the mark during late
1990s
▫ From std output of 8-10 cars production went down to
3 cars
▫ Failed to re-invent, align with the audience
▫ Limited advertisement campaign

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Iconic Ambassador
“King of Indian roads”
Transformed, Revamped, Redesign
 New Concept
Specification Reading
Engine 4 Cylinder OHC
Engine 1817 CC
Displacement
Maximum Power 75 PS
Maximum Torque 130 Nm
Transmission Manual and Auto
No. of cylinders 4
Fuel type Diesel & Electric

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2,15,47,845
Whoa! That’s a big number, isn’t it?

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Segmentation of market
Maerket Capture

Central & State

Government, defense General Public
Personnel

Bullet proof vehicle Army, Navy and Airforce Low & Mid Customized

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Marketing mix & strategies
Product
Better performance
Lavish Interiors
ABS, EPS, Air Bags, Climate
control, Power Window
Accessible dealer network
Price
Aggressive pricing strategy
Discounted prices
Providing financial facility
Place
Channel – 0 level and 1 level
Minimise waiting period –
inventory
Enhanced distribution

Promotion
Electronic media
Efficient sales force
Group drives and owners get
together
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A poster is worth a thousand words

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Maps

our office

Find more maps at slidescarnival.com/extra-free-resources-icons-and-maps

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Thanks!
Any questions?

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