Objective

Identify key factors that influence car buyers in Chennai

To understand perceptions of brand image of Ford against competitors
and Fiesta Vs competitor cars

Study the communication at POS, and understand the dealer view of
Fiesta over competitor cars.

Methodology
Identify the prevalent brands and car models in India and segment them.
Identify the operating segment of Ford Fiesta

Primary interviews with a sample of the identified segment to gauge the
end user perception of the brands, specific models

Dealer visits and observe interactions at POS

Segment communication analysis of competitor cars and identify trends if
any

Structure
Segmentation

Segment Communication Analysis

Survey Analysis Primary

Dealer Report

Recommendations
Segmentation of Car Industry - India
Listing of features of each model specifically :

Price

Design: Hatchback, Sedan/saloon, SUV

Engine Capacity & Power : Performance

Fuel Type




Segmentation

1-3 lakhs
3-5 lakhs
5-10 lakhs
10-14 lakhs
14 + lakhs
Discoveries
Increase in the design variety from the low( 1 variant, hatchback) to the
mid price segment( sedan, hatchback and SUV)

Less models/variety of SUV in the 5-10 lakhs segment

All transitions into the high priced segment go for a sedan model than a
hatchback. Thus the sedan design type is associated with luxury

Segment Behavior
Segment Communication Analysis
Investigation of the press advertisements 2006 09 for Honda City,
Hyundai Verna and Maruti SX4

The press advertisements were categorized into two:

Variable marketing (VM): This included financing, maintenance, exchange
and other offers such as free accessories

Brand: Absence of any of the above mentioned offers and only the
message conveyed by the brand
AIDA Model
Attention
Action
Desire
Interest
Cognitive
Behavior
Affective
Discoveries
The launch phase focuses exclusively on brand advertisements to increase
awareness (AIDA)

These continue for one quarter and then VM advertisements take over

However the competitor action focuses on brand advertisements in this
quarter, probably to increase awareness of the perceived superiority of
their product

Frequency of VM advertisement exceeds brand advertisements at any
time
Survey
Identifying the parameter users desire in a car Feature Ratings

Rating the brand and the models on a scale of 1-5.( Brand and Model
Ratings)

The perception of the users regarding petrol and diesel powered vehicles
Survey Analysis
I. Feature Ratings
Performance ranks the highest as the feature desirable in a car, followed
by maintenance ease , fuel efficiency and reliability

II. Primary Brand Ratings

Maruti scores the highest on maintenance ease, spare parts availability
and after sales service followed by Hyundai and Honda

Maruti is again the highest on mileage feature but the difference is very
less among Honda and Hyundai. Ford again ranks the least
Survey Analysis
III. Model Ratings Nameplate
City leads in stylishness followed by Linea and SX4.Verna and Fiesta Ranks
the same

City leads in fuel efficiency, SX4 and Linea ranks the same and Fiesta and
Verna rank the least

City leads in reliability and SX4, Linea and Fiesta rank the same

City leads in performance parameter followed by Fiesta

City again leads in comfort followed by SX4, Linea and Fiesta
Discoveries
Maintenance cost and price is perceived to be vary widely (50% approx)
between petrol and diesel variants

However performance is not perceived to change

Reliability is perceived to be similar among petrol and diesel variants

Service quality and availability of service centers are perceived as the
most desirable features with the purchase of a car

Extended/free warranty features rank low on desirability scales

DIY kits and customized maintenance plans rank second on desirability
features
Dealer Reports

POS Communication


Dealer Pitch

POS Communication MPL Ford
New ford fiesta- styled to perform poster

Same poster on help desk

Fall in dura love ford fiesta poster

1.6s color chip display

Accessories display and poster

Tech spec stand
Dealer Pitch MPL Ford

Successful in petrol and diesel versions

Provides zip and drive pleasure with sporty looks

TG- young males who use car for daily commuting and weekend outings


Competitor Dealers
POS communication is similar in all the outlets in terms of display of car models,
tech spec stand, standees, danglers, posters etc.

Differences in dealers pitch at various showrooms

HONDA: Emphasis on power and drivability. Additional emphasis on special
features like i-pod compatibility

HYUNDAI: Emphasis on success in both petrol and diesel variants, special features
such as inbuilt music system and clutch lock facilities

MARUTI: Emphasis on maintenance ease and free service features

FORD : Emphasis on driving pleasure (power and performance) and sporty looks.


Observations

Poor interiors as compared to luxurious interiors of city

Absence of rear anti- fogger; proves disadvantageous on long distance
drives

Non- availability of music system in car at that price; absence of i-pod
compatible accessories






Discoveries

Commonality in all dealer pitch is on power and performance

They also adopt other characteristics to generate user interest and may propel him
to next stages of desire and action

However, Ford emphasizes only on driving pleasure and sporty looks

Such communication may not generate interest as it is not differentiable from the
other cars in the same category





Recommendations
Offer DIY kits and user interaction in maintenance programs

Stress on reliability aspect : - It never breaks down , marathon runs

Communication model of Ford skips from the cognitive to the behavioral
stage

Adopt a twin communication pattern, Fiesta shows a high awareness rate
and better perception than brand Ford