Motocorp ME90

Not compromising over Quality and Environment

Research- Primary Research

(sample size: 30)
Preferences
Price
Brand Name
Features
Size
Mileage

Looking

at the overall consumer

preferences, ME90 would be a successful
project since the preferences of the
consumers and what the company is
providing are on the same lines.

Secondary Research
Compared

a few cars with ME90

Read a few cases on similar cars
which faced failures
Found out data about the market
size of our target audience

STRENGTHS
- Brand Image
- Better mileage
- Economical
- Environment Friendly
- Safer and comfortable
than autos
- Hybrid structure makes it
simple OPPORTUNITIES
- Growing awareness for
environment friendly cars
- Many people (prospect
consumers) in the middle
class segment

WEAKNESSES
- Its top speed is lesser
than most of the
comparable cars
- To convince potential
buyers

THREATS
- Tough Competition
- Others have a strong
brand
presence
- Can be perceived as a
cheap car

SWOT

Segmentation

Geographic: Rural and urban markets

Demographic:
Age- For any age group
Gender- Both males and females
Income- Can meet the aspirations of middle and
lower middle class income group
Behavioral:
Brand loyaltyThe brand being well known and successful will
help gain consumers.
Previous consumers using the 2/3 wheelers will
also serve as prospect consumer segment for
the 4-wheeler

 Psychographic:
Lifestyle-

Rural and urban areas have different lifestyle

based o which the promotion strategies will
vary too.
Rural- BTL
Urban- ATL and BTL
Social class- Section C, D, E segments of the
market
Personality- An environment friendly (green)
car

Target market and Market

Size
Targeted

towards middle class family people

(masses) who would previously purchase 2
wheelers in the same range
Market Size:
As per the findings by NCAER , the
percentage of the middle class in the
country's total population, will increase to
20.3 per cent by 2015-16 and 37.2 per cent
by 2025-26.

Positioning
Useful for
the
environm
ent
Value for
money

More
safer than
autos

UTILIT
Y CAR

Useful for
a family
of four

Marketing Plan
Using

social media, AutoExpo to create a

buzz
Sponsor events like marathons, concerts,
awards
Launch during Diwali- educate people about
conserving the environment
Doubling warranty and low maintenance
contracts
Offering free drives for a week from the
launch to commute in the range of 4-5 kms
Advertisements during prime times on
Radios and Tele Visions
Ads in newspapers (regional and English) to

References
www.indiatimes.com
www.hbs.edu
Tata

Nano: A Positioning Disaster- Dr.

Neelam Kalla
[OSR Journal of Business and Management
(IOSR-JBM)]