Brand Management:- Developing Competitive Advantage

By:- Siddhant Jain

9595637843

Siddhant.jain.ind@gmail.com

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Industry : Automobile Product

WELL KNOWN COMPANY, UNIQUE PRODUCT TATA NANO It is satisfying the need of customer that need is to own a car at low cast. Starting price of Nano is 1 lakhs. The car is very fuel efficient, achieving around 26 kilometres per litre (73 mpg-imp; 61 mpg-US) on the highway and around 22 kilometres per litre (62 mpg-imp; 52 mpg-US) in the city. Chevrolet Cruze GM India has launched its latest mid-level sedan in India, the Chevrolet Cruze. The car has been introduced at an aggressive price tag of Rs 10.99 lakh for the Cruze LT variant and Rs 12.45 lakh for the fully loaded LTZ variant. With the likes of the Honda Civic and the Toyota Corolla Altis leading the sales in the segment, the Cruze is likely to stand out for offering a diesel option for similar pricing.

WELL KNOWN- UNIQUE

TATA NANO

WELL KNOWN-ME TOO

SKODA FABIA

Tata Manza

UNKNOWN-UNIQUE

REVA

UNKNOWN-ME TOO

PREMIER RIO Sonalika Rhino

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Honda Civic Hybrid The Honda Civic Hybrid is a hybrid powertrain version of the Honda Civic sedan. WELL KNOWN COMPANY, ME TOO PRODUCT SKODA FABIA The Škoda Fabia is a supermini produced by Czech manufacturer Škoda Auto. The car however couldn't live up to the hype. This segment is crowded with Maruti Suzuki’s Swift, Hyundai’s i20. Also it is priced higher that competitor in this segment. TATA Indigo Manza TATA has launched Manza in sedan segment. The launch coincided with the phasing out of the earlier sedan version of Indigo. It is priced between Rs 4.8 lakhs and Rs 6.75 lakhs. As sedan segment is crowded with likes of Ford Fiesta, Fiat Linea, Honda City. UNKNOWN COMPANY, UNIQUE PRODUCT REVA Reva, an electric car, is a unique, environment-friendly product. The REVA is a small 3-door hatchback. REVA is sold for INR 350,000 (Indian Rupees) in India and has a "running cost of just 40 paise/km" (40 paise [0.008 US cent]/km), considering the Indian petrol price of $1.3/liter. UNKNOWN COMPANY, ME TOO PRODUCT PREMIER RIO After Premier Automobiles Ltd fall in 2001, it is entering in India with SUV RIO. Premier was venerable brand, well known for its Premier Padmini. Premier Automobiles has launched the Rio compact SUV, in a bid to reclaim its place as a player in the Indian automotive scene. Indian SUV market is crowded with TATA Sumo Vista, Mahindra’s Bolero and Scorpio. Sonalika Rhino It is an SUV launched by Punjab-based tractor company Sonalika. Since there are many players such as the Scorpio and the Bolero present in the segment, the Rhino is a me-too product. Since the company is also relatively unknown, there is an 80% chance of failure of the product.

“Developing Competitive position through innovation and/or productivity”

Industry : Automobile

NICHE: YAMAHA YZF-R1:

PRODUCTIVITY

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COMMODITY COST LEADERSHIP

BAJAJ PULSAR 150/180

HONDA ACTIVA

HEROHONDA SPLENDOR

TVS FIERO YAMAHA CRUX

HEROHONDA CD100 HEROHONDA CD DAWN BAJAJ BOXER

YAMAHA YZF R1

KAWASAKI NINJA 250 R

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Yamaha Motor India (YMI) has decided to launch the 1000cc YZF-R1 and the 1670cc MT-01 in India by the end of this year. The company will import these ‘super bikes’ making it among first bike makers in the country to take advantage of the government’s recent announcement to allow the import of motorbikes over 800cc. KAWASAKI NINJA 250R:

Bajaj Auto has decided to import the European model of Ninja 250R, which is the fuel injected variant, producing 29.5bhp @ 10500rpm and 21nm of torque @ 8500rpm. Ninja has been priced at Rs. 2,69,970 (Ex. Showroom Delhi). OUTSTANDING SUCCESS: BAJAJ PULSAR:

Before the introduction of the Pulsar, the Indian motorcycle market trend was towards fuel efficient, small capacity motorcycles (that formed the 80-125 cc class). Bigger motorcycles with higher capacity virtually did not exist (except for Enfield Bullet). The launch and success of Hero Honda CBZ in 1999 showed that there was demand for performance bikes. Bajaj took the cue from there on and launched the Pulsar twins in India on November 24, 2001. The Pulsars excited segments of Indian youth, mainly due to a muscular shape and stylish design as well as its powerful engine (in Indian context) at reasonable fuel efficiency and affordable cost. The Pulsars are believed to be greatly successful in redefining the market trend. Since the introduction and success of Pulsar, the Indian youth began expecting high power and other features from affordable motorcycles.

Bajaj Auto Ltd unveiled 200 cc Pulsar DTS-i. The company hopes to sell 50,000

units of Pulsar per month from June, which will be available in 150 cc, 180 cc, 200

cc, and 220 cc engine capacities. In January, Bajaj Auto sold 43,000 units of

Pulsar. Its also the first bike to feature both front and rear tubeless tyres, which

besides offering superior quality are safer than conventional tubes and in sync with

offerings abroad for similar applications.

HEROHONDA SPLENDOR:

This was one of the largest selling motorcycles in the world. This motorcycle is renowned for its legendary build quality and reliability. It gives reasonably good fuel efficiency and performance. In 2004 hero Honda launched its variant Splendor+ that too was a big success. HONDA ACTIVA:

Honda Activa was launched in India in 2000. It is a 102 cc, 7 BHP scooters. The mileage on the highway averages around 50 km/l and in cities around 40. It has been quite successful in India.

COMMODITY: YAMAHA RX100:

Yamaha entered India with RX100, which was a big success. Due to emission problem Yamaha stepped into 4-stroke category where Hero Honda was the leader. It launched bikes like crux to compete in market and lost its brand value and become a commodity. YAMAHA CRUX:

Here comes the review of the classical 100c segment bike – The Yamaha Crux. To sum it up, I am extremely satisfied with this bike. I can boldly say that this is the best bike in this category. The price of Crux comes around Rs.30,000 on-road. The bike has the biggest engine in its category compared to the engines of Hero Honda CD Dawn and Bajaj Platina. The looks are not head turning but it is not bad either. Compared to other bikes in the 100cc category, it falls a little short of Splendor+ from Hero Honda. This bike is not advertised enough and it has not been considered as a choice by many people.

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COST LEADERSHIP: HEROHONDA CD100:

Hero Honda CD 100 was a leader in its category of fuel efficient bike. It enjoyed top position for years and sold in large numbers. Later Hero Honda came with variants like DAWN. BAJAJ PLATINA:

Bajaj Platina is a 100 CC Motorcycle built by Bajaj Auto. It debuted in 2006. The Bajaj Platina is based on the CT-100, but with a revised gearbox, fresher body panels and optional alloy wheels. It became an instant success in its category with low innovation and high productivity.

Behavior of neglected products

PRICE DIFFERENTIATION

The Bajaj Chetak was a popular Indian-made motor scooter produced by the Bajaj Auto

company. The Chetak is named after Chetak, the legendary horse of Indian warrior Rana Pratap

Singh

Originally based on the Italian Vespa Sprint, the Chetak was an affordable means of

transportation for millions of Indian families. Around 1980, the Vespa-licensed design was

replaced with an all new in-house design that shared the same general appearance and style.

During its heyday its chief competitor was LML NV made by LML India as a licensed copy of

the Vespa PX 150. In the face of rising competition, the Chetak lost ground in India, and

production was discontinued in 2005.

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BAJAJ CHETAK

HERO HONDA SPLENDOR

BAJAJ CHETAK

HERO HONDA

SPLENDOR