MARKET SHARE

MARKET SHARE % MARKET SHARE%

19.18
HYUNDAI
13.71

11% 20.14
MAHINDRA
KIA 23.88
8%
34% RENAULT
4% 2.2
MG MOTORS
MG MOTORS
FORD INDIA 1
8%
MAHINDRA
4.39
HYUNDAI RENAULT
1.64

35% 6.23
KIA
1

0 5 10 15 20 25 30

2018 Column1
Action programme
RECENT NEWS ABOUT THE COMPANY
Coronavirus pandemic: 100 units of MG Hector
to be provided for frontline warriors
100 units of the MG hector will be disinfected
and delivered to the officials
- MG is also providing 100 units of the ZS EV in
UK for the fight against the Coronavirus
pandemic
MG Motor India is providing 100 units of
the Hector to doctors, medical staff, police and
local government officials for community service
across the country, till the end of May 2020. MG
Motor UK has also committed to providing 100
MG ZS EVs to the NHS agencies across the
country to fight the Coronavirus pandemic.
MG Hector vs MG Hector Plus: Similarities and
differences explained
MG plans to have not one but two models in the compact SUV
segment. With the Hector already on sale, a 7-seat MG Hector
Plus is on its way soon. While some may say that it is the exact
same car and I would agree, and if some say that it is a little
different and I would agree again. But what are the similarities,
and what are the differences? Let’s find out.
From the outside, it is quite evident that the Hector Plus stands
apart from the normal Hector. Although the Hector Plus builds on
the same design language, there is a recognisable difference.
Firstly, the front grille on the normal Hector is relatively wide and
uses a chrome finished mesh. On the Hector Plus, that grille is
larger and features a blacked-out finish instead with chrome studs.
The headlamp layout remains identical with the split set-up. But
the Hector Plus has a new design to the LED DRLs that are
positioned above, and the main headlamp assembly that gets a
totally redesigned look and that has also led to a totally redesigned
front bumper as well
RECENT NEWS ABOUT THE SECTOR
COVID-19 Impact on Automotive
Industry
Novel Coronavirus (COVID-19) Pandemic emerged around the end of December 2019 at Wuhan, Hubei province,
China. The pandemic is having a major impact on all aspects of industries, including automotive sector, with
major manufacturers either totally shut down following the directives issued by local governments or are running
with minimal staff at production units to keep their personnel safe.
Manufacturing units around the world have been shut down, footfall in showrooms have fallen sharply, and
vehicle sales have taken a huge hit. For already struggling automotive industry, the global economic trade impact
of COVID-19 pandemic on automotive industry is estimated to be around $ 5.7 billion with European Union the
worst-hit region at $2.5 billion decline in automotive industry due to disruption in automotive supply chain amid
reduction in supplies from China. Major automotive events across the globe are either being cancelled or
postponed, notably 2020 Geneva motor show, Qatar Grand Prix, New York International Auto Show, and Australian
Grand Prix. Major automotive players such as Fiat Chrysler Automobiles, Ford, PSA Group, Volkswagen Group
factories in Europe, Ducati, Tesla factory in California, BMW group European factories, Rolls-Royce, General
Motors are among the global automotive manufacturers who have suspended their production due to
Coronavirus (COVID-19) pandemic.
FACTS ABOUT THE COMPANY
• MG Motor was voted third place for the 'Best Manufacturer'
category in the Auto Express 2014 Driver Power survey.

•  MG Motor celebrated the brand's 90th birthday in 2014, and

enjoyed further celebrations with a record-breaking year that
had the company lead UK car-industry growth in 2014.

• The MG brand's sales rose by 361% during 2014 thanks in

part to the introduction of the MG 3 to the product range.

• In 2018 MG Motors launched MG HS and MGRX5

• IN 2019 MG Motors launched its most popular car till now

MG Hector and the MG ZS EV
 Marketing Strategy

Product: This part is the prerequisite of any marketing

Price: This has also been on point. The price is between ₹
strategy. You need to have a great product which has such a
14.47 - 20.16 Lakh, which almost the same as SUVs of the
value proposition for customers that if marketed rightly, it is a
same segment such as Tata Harrier. There are however various
success. Hector from Morris Garages is no doubt a great
variants so that customers can choose according to their
SUV. It has been launched in 3 variants namely petrol, petrol
priorities. There could not have been anything extra in this part
hybrid and diesel and engines of all 3 are equally advanced. It
because price is not a worry for customers who have such kind
has 25+ standard safety features of which 100 + Voice
of purchasing power. They will be willing to spend extra if the
commands And Adaptive Learning, Online Navigation With
features justify the price tag.
Live Traffic, Over The Air (OTA) Updates, a full report on
driver analytics that includes harsh braking, running idle,
drive time, routes that the driver took and more are some
very unique one. They have made sure that they provide a
product which is different from the crowd.
Place: The company has a network of 65 showrooms across 50 Indian cities which is enough to cater
to the needs of consumers living in metropolitan, tier 1 and 2 cities. Their major focus will still as of
now be the tier 1 and metropolitan cities which is evident with the kind of offline campaigns they
doing which I mentioned in the promotion part.
To conclude, MG has done everything perfectly according to me but who does not. Let us wait for
some time to see how they fare against the tough competition they have from Tata Harrier, Jeep
Compass and similar SUVs of the segment. I would still commend it on their initial success.
 Marketing Strategy
Promotion: 
• These things clearly prove that the company is targeting the consumers in the age group of 25 - 40 who
are well aware of all the brands out there in the market, are tech savvy (this is their main focus) and
ready to experience with innovative products. Before the launch, the promotion was done through online
as well as offline channels. Starting from online, the advertisement featuring Benedict Cumberbatch was
extensively shown on television and the same was the case with digital media such as social media
platforms or display ads. The best thing about their ads according to me was that they only focused on
one thing and that was how it was technologically advanced with a host of internet features.
• Coming to offline channels, the same value proposition was again stressed. They marketed extensively
at premium shopping malls at metropolitan cities where their target consumers were most likely to visit.
The print ad in the newspapers also stressed the same thing. Here are few pictures of the same.
Implementation Control
• Unanticipated Demand
MG took the tough call of being very open about it, that they have not anticipated so much of demand. It would
be unfair for our booking customers to have a very long waiting period. That’s why we said let’s stop our
bookings, let’s focus on the back-end, increase our production and come back at a time when we have our
entire plan ramped up and confirmed
• ‘Worth Waiting For’ programme
MG Motor has started a ‘Worth Waiting For’ programme, where the company will educate one girl child for
every two weeks that a customer has to wait for delivery of the car. The response has been positive.
• charging infrastructure
To meet that goal, MG Motor has tied up with Finland-based clean energy services provider Fortum to install
50 kilowatt fast charging stations at various locations in the country. These charging stations will be compliant
with the CCS and Chademo charging standards. MG Motor has also tied up with India’s Delta Electronics to set
up charging infrastructure.
• PICKY
P for Policy clarity, I for Implementation, C for Clarity, K for Knowledge sharing and Y for You, where the
government and OEMs seems to be in caught in a tussle of ‘you do it.’
Action Programmed
• Objectives of the MG hector:
• The objective of the company can be divided into two parts:
• Short term objective
• Long term objective
• Short term objective:
• There must be acceptance of the Electric and Technology loaded car.
• The customer should take trial of the product.
• To capitalize on the growing customer demand for electric and tech efficient cars and secure more per cent of the
SUV car market by 2020.
• Long term objective
• MG Hector will roll out an integrated marketing campaign revolving around its mini car.
• The strategy takes a 360 degree approach and encompasses print, electronic, radio, digital, outdoor, cinema,
CRM, showroom support, direct marketing, mall display activity and rural activation.
• “The initial arsenal includes 25,000 cc of print, over 5,000 TV spots, 60,000 seconds of radio, 45,000 spots in
cinemas and multiplexes, SMS blasts, etc.