INTRODUCTION

• Smart is a German automotive brand and division of Daimler AG. The

company is based in Böblingen, Germany. It produces microcars and 
subcompacts, primarily the Fortwo and Forfour. The primary
assembly plant is the Smartville in Hambach, France. A second plant
exists in Novo Mesto, Slovenia. Marketed in 46[2] countries around the
world, production of the Fortwo had surpassed 1.7 million units by
early 2015
 INTRODUCTION

Industry Automotive
Founded 1994; 26 years ago
Headquarters Böblingen
, Germany
Key people Katrin Adt (CEO, 2018–present)
Products Microcars, Electric vehicles
Owners Daimler AG (50%)
Geely (50%)
 smart
• The name Smart derives from the cooperation of the Swiss company 
Swatch with Mercedes-Benz: "Swatch Mercedes ART".[6] In its
branding, the company lowercases its logotype and the logo
incorporating a "c" and an arrow for "compact" and "forward
thinking" respectively
 ORIGINS
LATE 1980s Idea Officially launched in 2009
developed by CEO of the US Waiting list in US is
SMH (2008) 12 months

July 3, 1991 No longer associated

with SMH 2010 sales were only
Agreement with 5927 units
volkswagen (1991)

2011
Smart car sales
Volkswagen Penske Automotive
launched in 9
terminated the Group rescinds US
European countries
project in 1993 distribution rights to
(1998)
Mercedes Benz

March 4, 1994
Assembly plant
Joined forces with opened in 1997
Mercedes Benz
 BUSINESS OBJECTIVE

FUNDAMENTAL • SMART CAR USA

ENTITY
• TECHNOLOGY
CORE COMPETENCE • ENGINEERING FOR SUSTAINING ENVIRONMENT

• SUCCESSFUL LAUNCH IN INDIA

GOAL • GAINING MARKET SHARE
 MARKETING OBJECTIVE
• ACQUISITION

1. Small category: fuel efficient subcompacts

2. Successful entry in the market
3. Developing customer base
4. Creating competition
 WHO IS smart TALKING TO?
ACQUISTION RETENTION

STIMULATE PULLING BUYERS INTO THE HAVE CURRENT OWNERS

DEMAND SUBCOMPACT CATEGORY PURCHASE MORE smart CARS

RETAIN CURRENT CUSTOMERS

STEAL TARGET BUYERS OF COMPEING WHO ALSO OWN COMPETING
SHARE VEHICLES VEHICLES
 MARKET SEGMENTATION

• AGE- Middle aged potential buyers willing to buy a compact car with cool

new features and technology.

• INCOME- People who have the income capacity to purchase a smart car.

• GEOGRAPHICAL AREA- Urban areas , metropolitan cities such as Delhi,

Kolkata, Mumbai and Chennai.

 POSITIONING

1. Compact electric car with the latest technology such as navigation

systems etc. that gives 0 carbon emissions and covering up to 100
kms per 17,3 - 14,0 kwh.

2. Customizable smart car going along with the customer needs.

3. Sustaining the environment as it doesn’t require fuel and doesn’t

release carbon dioxide.
 IDENTIFYING NEED
CAR INDUSTRY ELECTRIC VEHICLES

Highly competitive Energy efficient driving trend

Gasoline prices rising Battery life improving

Improvement in vehicle fuel High prices remain compared to ICE

efficiency cars

Hybrid= gas + battery Safety issues will get closer scrutiny

Establishment of charging station

Appetite for smaller cars
network
 4P’s OF MARKETING
(PRODUCT)
SMART FOR TWO
 PRODUCT
• SMART FOR FOUR
PRICE
 PLACE

• Will be sold in Mercedes Benz dealerships currently available in India.

• They will share the same showroom with other cars.

• Gradually start new divisions for sale of smart cars later on

 PROMOTION

1. Social media marketing

-using Instagram, Facebook for launch

2. A press conference on tv on the day of launch

3. Involving celebrities for branding.

4. Print media

- banners,hoardings,newspaper ads.
 APPEARANCE
• Sleek look
• Small enough to fit in tight spaces
• Entirely customizable exterior
- colors,design,pattern
 PROMOTION
• IMAGE PROMOTION
- we need people to realize what Smart car can offer for value.
1. Currently there are poor views on smart car
2. Promote on popular tv shows and channels that cater to large
amount pf target audience.
• PROMOTE WHAT MATTERS TO CONSUMERS
1.Safety
2.Value
 SAFETY MEASURES
• Highest possible crash test ratings
-frontal offset
-side impact
-roof strength
 EXPERIENCE ATTRIBUTES

• Ride quality
• -Excels in turning radius and parking ease.

• -Stiff suspension.

• -Automatic transmission feels like normal.

• -Rough riding experience.