Professional Documents
Culture Documents
Looking
Secondary Research
Compared
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
Psychographic:
Lifestyle-
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
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