Monday, April 18, 2011

Marketing Mix of Automobile Industry in India


Marketing Environment
Marketing environment consists of the actors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationships with target customers. The marketing environment offers both opportunities and threats. The environment continues to change rapidly. The marketing environment is made up of Micro-environment and Macro-environment.

The Micro environment consists of the actors close to the company that affect its ability to serve its customers. These actors are: the company, suppliers, marketing intermediaries, customer markets, competitors and publics.
The Macro environment consists of the larger societal forces that affect the micro environment. These forces are: demographic, economic, natural, technological, political and cultural forces.

Segmentation
A market segment consists of a group of customers who share a similar set of wants.
The marketer does not create the segments; the marketer’s task is to identify the segments and decide which one(s) to target. Segment marketing offers several benefits over mass marketing. The company can create a more fine-tuned product or service offering and price it appropriately for the target segment. The company can more easily select the best distribution and communication channels, and it will also have a clearer picture of its competitors, which are the companies going after the same segment.

In the context of the automotive sector, we would be classifying it in the following way:
1.    Based on the price of the car
On the basis of price of car we can segment the car in following ways-:
·         Economy Segment: The economy segment of car ranges up to Rs. 2.5 lacs. The products in this segment are Maruti 800, Alto and the newly launched product of TATA motors i.e. NANO.
·         Mid- Size Segment: The mid-size segment of car ranges from 2.5 lacs to 4.5 lacs. It includes the products like Hyundai santro, Maruti zen, Tata Indica etc.
·         Luxury car segment: The luxury segment of car ranges from 4.5 lacs to 10 lacs. It includes the products like Honda city, Hyundai Verna, Mahindra Scorpio etc.
·         Super luxury car segment: The super luxury segment of car ranges above 10 lacs. This segment satisfies the elite class of the society. It includes the products like Skoda Laura, Honda Accord, BMW, Mercedes, and Audi etc.

2.    Based on the length of the car
·         A segment - Cars that are less than 3.5 meters long (800, Omni)
·         B segment- Cars between 3.5 meters to 4 meters long (Zen and Santro)
·         C Segment- Cars between 4 meters to 4.5 meters long (Verna, SX4, Honda city, ford fiesta)
·         D segment- Cars that are more than 4.5 meters long (Mercedes, Sonata,    Accord, Skoda
3.    Based on the user segment
Segmentation of automotive sector is also based on the user of the products. Like the example of TATA Motors, when it observed that their product ‘INDICA’ is used extensively by the taxi operators, it came up with a new model of the car having Round Tail Lights to distinguish it from the car having vertical tail lights used by the individual buyers.
·         Individual Buyers
·         Taxi operators
·         Government /non-government institutions

Target Audience
In marketing and advertising, a target audience, is a specific group of people within the target market at which the marketing message is aimed at.
For Example: Target Audience for Volkswagen is the upper section of the society mainly the SEC A and SEC B of the society.

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