RE-LAUNCHING OF THE AMBASSDOR

Simple...Authentic…Timeless…

Something About Hindustan Motors.

Hindustan Motors Limited, the flagship venture of the multi-billion-dollar CK Birla Group, was established during the pre-Independence era at Port Okha in Gujarat.

Operations were moved in 1948 to Uttarpara in district Hooghly, West Bengal, where the company began the production of the iconic Ambassador.

Equipped with integrated facilities such as press shop, forge shop, foundry, machine shop, aggregate assembly units for engines, axles etc and a strong R&D wing, the company currently manufactures the Ambassador (1500 and 2000 cc diesel, 1800 cc petrol, CNG and LPG variants) in the passenger car segment and light commercial vehicle 1-tonne payload mini-truck HM-Shifeng Winner (1500 cc diesel).

Some of The Achievements

Smaller, smarter Amby next year, The Times of India, July 22.

Amby Best Taxi of The World Ei Samay, July 22.

‘Virtually indestructible’ Ambassador ranked world’s best taxi, First Post Business, July 22.

Ambassador

The first car to be manufactured in India, has been ruling the Indian roads ever since its inception in 1948. Originally based on Morris Oxford (United Kingdom, 1948), the Ambassador has been undergoing a series of changes, adapting to customer expectations.With upgraded manufacturing facilities in Uttarpara, West Bengal, Hindustan Motors Limited is geared for production of a more contemporary version of the Ambassador, with features catering to the needs of the present generation.

Ambassador, the only automobile to ply Indian roads for more than five decades now, has carved a special niche for itself in the passenger car segment. It's dependability, spaciousness and comfort factor have made it the most preferred car for generations of Indians.

The Revised Look Would Be…

Needs… Wants… Demand..

Needs… A Basic Thing what a Customer is looking

for is ComfortPriceFuel EfficiencyRobustGood Interiors as Well as Exteriors

OnStar System With OnStar, help from a real-live person is always just a button-push

away. Got a flat tire? Someone following you? Just need to hear a human voice? Push the button. OnStar advisors can summon a tow truck or a cop, or just say hello. If your airbags deploy, they call you. They can even track your car if it's stolen and remotely let you in if you're locked out. OnStar charges a monthly subscription fee; the basic plan gives you the most critical safety benefits and is a bargain at $17/month.

Anti-lock brakes (ABS) Simple physics dictates that a turning wheel has more traction than

one that is skidding. Antilock brake systems (ABS) watch individual wheel speeds; if one locks up, they pump the brakes far faster than a human could. Don't worry about giving up control to a computer; if the ABS system goes on the fritz (they rarely do) the brakes work normally. Do-it-yourselfers can still do their own brake jobs (though you must relieve system pressure before removing a brake line; check your repair manual).

Side airbagsMost cars have at least three feet of crush space at the front and back, but only a few inches of protection at the sides. Federally-mandated door beams help keep the car intact instead of caving in. But there's still the problem of inertia: While the car is being pushed away, your body (particularly your head, which isn't secured by the seat belt) wants to stay still, and it could go right through the side window. Side airbags cushion your noggin and help keep it safely inside the car.

Basis Of Segmentation

1.Geographic 2.Demographic 3. Psychographic 4. Behavioral

Psychographic

1. Social class2. Life style3. Personality

Geographic

1. Country- INDIA2. Metro (city)- Banglore Mumbai Chennai

Delhi

Demographic

Income – Upper Middle Class Sex - Male Age- 25-50

Rear-seat DVD playerGot kids? Movies-on-the-go can make long trips easier for both you and them. Many rear-seat entertainment systems include wireless headphones, so you can enjoy the stereo (or the peace and quiet). My own children would have TVs surgically implanted in the backs of their hands if they could, so in order to avoid turning them into road-going zombies I generally limit movie watching to long trips. They also make a convenient reward and/or dangling carrot.

GPS navigation system Using the Global Positioning Satellite System and sensors in the

car, GPS navigation systems can pinpoint your exact location and give you turn-by-turn directions (via a small video screen, spoken voice, or both) to help you find your way. Most will also guide you to the closest gas station, ATM, hospital or police station. They can steer you out of a bad neighborhood, they can route you around traffic, and no matter how lost you get, they can always help you find your way home.

Electronic stability/skid-control system ESC systems use the anti-lock brake sensors (which show

individual wheel speed), accelerometers, and steering wheel/pedal position sensors to figure out what the car is doing and what the driver wants it to do. If the two don't seem to match up, ESC does what no driver can: It applies the brakes to individual wheels and reduces power as needed to keep the car going where the driver is trying to point it. They are almost transparent and work surprisingly well.

Telescoping steering wheel/adjustable pedals Most new cars have height-adjustable (tilt) steering columns;

some cars have steering wheels that telescope (move in and out) and/or electrically adjustable pedals. The latter two not only make finding a comfortable position easier, but they allow shorter drivers to safely position themselves farther from the airbag while still keeping their feet comfortably on the pedals.

India’s Ambassador Car is the Best Taxi in the World: Top Gear, AEG, July 22

Ambassador car ranked the best taxi in the world, The Economic Times, July 21

The humble Amby rules world of cabs, Hindustan Times, July 21

The Current Ambassador Car which is to be launched would be mostly 2000cc with I-vtec as well as D-tec engine.

The Price would range from 5.25-7.25 Lacs(ex showroom Delhi)

Marketing Plan

My Marketing Plan to go forward with the Car would be as follows…

The 1st and foremost thing would be to see the requirements of the Customer.

As said by The Marketing Guru Peter Drucker “Purpose of Marketing is- To Create A Customer”

Wants Customer while Choosing A Car is very

specific and choosy about what they want in the car as per their own requirements.

The design of the car which was very old fashioned previously. This lead people to shift their priorities from Amabassdor to other Cars. The reason was Looks,Design,Color and A simple Interior.

4Ps Of Marketing…

Product Price Promotion Place

Promotion

Product

Price

Place

BCG MODEL

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CASH COW DOG