Brand extension fern pgp30019
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Transcript of Brand extension fern pgp30019
Fern SharmaPGP30019Section A
Submitted to:Dr. Sameer Mathur
BRAND EXTENSION ANALYSISVOLVO EICHER PRO
REASONS FOR BRAND EXTENSION
PRO is Eicher’spremium HD Truck range
After excelling in LMD, they wanted to establish itself in Heavy DutyTrucks
With new BS4 regulations about to come in 2-3 years, Eicherwanted to pioneer in premium trucks
Volvo’s JV with Eicherenabled it to go ahead with world class features
THE BRAND –VOLVO EICHER
Products –Commercial vehicles
Founded: 1948
CEO: Siddhartha Lal
Turnover: 86 billion $
GROWTH OF COMMERCIAL VEHICLES
Steady growth in
commercial vehicles over
past few years
ample opportunities for
Players in market
BRAND AND CATEGORY BREAKDOWN
VECV
LMD
HD
PRO
Tractor Trailer
Haulage
Tipper
• VECV sells Light and Medium commercial vehicles
• PRO series has Tractor Trailer, Haulage and Tipper
4 P’S OF MARKETING
• Haulage
• Tipper
• Tractor Trailer
Dealership Outlets
Sales Rep
• Premium priced• Most expensive
amongst premium Heavy
Duty Trucks• 50K> BharatBenz
• Diamond Club –premium customers
• Tablets
• SMS, Whatsappcampaign
• TV Ads
PRODUCT PLACE PRICE PROMOTIONS
MARKET SEGMENTATION
• Geographic Segmentation: – Tier I and Tier II cities
• Psychological Segmentation:– Focuses on functional attributes
– Comfort & Safety highlighted
– Social status
TARGET – FLEET USERS
• Automotive manufacturers– 2W/4W
• Mining
• FMCG company owners
• Rich Segment
POSITIONING
• Volvo Eicher is about
achieving social status via
owning premium trucks
that last longer
• Comfort – AC cabins
• Safety – Anti theft
REFERENCES
• http://indianautosblog.com/2014/12/volvo-eicher-to-launch-new-trucks-in-2015-163055
• http://indianautosblog.com/2015/01/eicher-pro-8000-series-launch-india-this-year-165323
• http://www.vecv.in/uploads/1429790153_Pro6KLaunchWest.pdf
• http://economictimes.indiatimes.com/industry/auto/news/industry/volvo-eicher-eyes-15-share-in-indian-heavy-duty-trucks-market/articleshow/45951868.cms