SUV marketing Essay Example

"Make your own road; Reclaim your life" and it targeted die-hard Data fans and the middle-class segment. The price range for the Safari was 8.4 to 13 lakh rupees. Safari is known as India's first full-bodied luxury sport utility vehicle, offering comfort and luxury. The positioning of the Safari has changed multiple times, initially being positioned as an off-roader with ads featuring jungles and the tagline "Make your own road." These ads effectively showcased the brand's premium features. However, consumer research revealed that the Safari was primarily used by urban individuals and seen as a city vehicle rather than an off-roader. As a result, the positioning shifted to "Car for the urban Jungle."

Safari has recently undergone a significant update, introducing a fresh appearance and a new engine called DISCORD, while also adopting a new approach. The new DISCORD campaign conveys the message "Reclaim your life," aiming to establish a deeper connection with customers. This strategy can be referred to as Laddering, as it initially focuses on functional aspects but later addresses the customer's needs on a higher level. Safari challenges individuals to break free from their past and pursue their dreams. Overall, the advertisement, its message, and the product itself are truly remarkable.

According to Data Motors' new strategy, Safari is now equipped with high-tech features typically found in upscale SUVs. With its impressive features, Safari has the potential to regain its position in the mid-segment market. Introducing Data Aria:
- Purpose: Luxury and comfort
- Target audience: Urban families seeking a crossover vehicle
- Tagline: Luxury that excites
- Price range: 9.95 to 16.64
Data Aria was marketed as India's first executive crossover, combining the benefits

of cars and SUVs. Data Motors aimed to establish a new category of luxury crossovers with the launch of Aria.

Data Aria was introduced at a costly price of RSI 12-15.5 Lake, making it the most expensive model in Tat's brand portfolio. To justify the high price, Aria offered numerous features, attributes, and gadgets that were previously only available in super luxury segments. Data Aria aimed to establish itself as a trailblazer in a new category, blending characteristics of a sedan and an SUV. According to positioning theory, Points of Parity and Points of Difference are vital aspects of the positioning process. Marketers utilize Points of Parity to demonstrate category membership and establish similarity with competitors.

Data Motors failed to recognize the similarities between Data Aria and other brands like Innovate and Oslo. It is evident that Data Aria bears a striking resemblance to Toyota Innovate, a leading brand in the premium Multi-illicitly Vehicle segment. As a result, consumers associate Aria more with Innovate than with being a crossover. The initial launch campaign aimed to position Data Aria as a new crossover category. However, understanding the market's preferences, Data Motors introduced a lower priced ex. variant of Data Aria.

The product was priced similarly to competitors and launched with a different positioning, causing uncertainty for Data Aria. The brand decided to abandon its initial Crossover positioning and shift focus towards highlighting features. The tagline changed from "A New Breed" to "Luxury that Thrills". However, within a year of launch, significant changes in positioning were required, which hindered the establishment of a consistent brand image. Data Motors always had ambitions to compete in the luxury segment

of the Indian automobile market.

The brands Estate, Safari, and Anza were not able to achieve significant success for Data Motors because consumers were not willing to pay extra for Data cars. Force One is a powerful car brand that aims to make a statement and be noticed by consumers. With the brand ambassador Imitate Backchat, the ads have a distinctly Indian feel and emphasize the concept of Force. The brand's tagline is "Be The Force". The price range for the Force One cars is from 11.9 to 11.26 lakh.

In the advertisement, Big B emphasizes that only the force of a beast can thrive on Indian roads. This resonates with consumers in India as many have experienced this themselves. Interestingly, the brand has chosen not to position itself as a premium brand. Instead, it targets consumers who are frustrated with Indian roads. The brand specifically addresses sedan buyers, highlighting that only a powerful vehicle can withstand the challenges of Indian roads.

MAIDENHAIR XV 500 offers powerful capabilities for both on-road and off-road experiences. It is designed for the next generation of car and SUB buyers who are seeking new adventures. The tag line, 'License to thrill,' reflects the excitement it brings. The price ranges from 11.82 to 14.42 lack.

Maidenhair & Maidenhair Ltd. (M&M), the leading Indian SUB manufacturer, recently launched a new television commercial featuring their premium SUB model, the XIV. The commercial emphasizes the brand's positioning of 'May your life be full of stories.' The XIV is seamlessly integrated into the film to showcase its capabilities in both on-road and off-road terrains.

The surprise at the end of the film leaves viewers contemplating

the extraordinary experiences that contribute to unforgettable stories in life. This concept is aligned with the branding strategy of inspiring consumers to embark on thrilling road trips, with the XIV vehicle facilitating the fulfillment of its brand promise: "May your life be full of stories." The recently launched television commercial for the XIV has effectively generated connection and aspiration among the next generation of car and SUV buyers who crave new experiences in their lives.

Soda Yeti, a family-friendly SUV, is targeting non-conformist drivers with its Right of Way Expedition campaign. Priced between 14.25 and 17.76 lakhs, the expedition was launched by a wildlife enthusiast to highlight Yeti's exclusivity and differentiate it from other SUVs in the market. The campaign aims to attract customers who value their individuality, appreciate nature, and seek an escape from the corporate world.

These individuals represented the principles embodied by the Yeti. Soda Yeti was marketed as a rugged vehicle ideal for rough terrain while remaining comfortable for driving. Ford Endeavor's key features were its spaciousness and comfort, appealing to young adventurous upper middle-class consumers. Its tag lines included "Magnify the adventure," "Indian's no. 1 SIST," and "The Next Big Thing" with a price range of 18.20 to 23. Isaacs Ford positioned the Endeavor as a spacious and comfortable car with great road presence. The print media campaigns emphasized the vehicle's size, highlighting slogans like "Next Big Thing," "Think Big," "Magnify the adventure," and "Take the lead."

The advertisement showcases the visibility of the CHEVROLET Captive from a high altitude in different terrains. It is aimed at the upper middle class and offers style, comfort, and sportiness for all-round family

use. The tag line is "Choose your turf" and the price ranges from 18.75 to 24.60 lakhs. The ad positions the car as a potential favorite due to its impressive presence and appearance. The television commercial highlights its various features that facilitate easy handling, safety, and the ability to conquer any terrain. The HONDA CAR is also mentioned in the ad, targeting style-conscious upper middle class executives and promoting something new to desire. The HONDA CAR is described as one of the compact Subs in India.

The Honda SUB called CAR is the only one launched in India. It is targeted towards upper middle class executives and is meant to be stylish and sporty. Print ads emphasize the car's style, features, and exclusivity with lines such as "something to new crave," "live up," and "Step into new life." On the other hand, TOYOTA offers the Fortunes SUB, which provides luxury, power, and performance. This model targets businessmen and urban families with its tagline "The world is mine." The Fortunes is known for its sophisticated and bold design. It was introduced in August 2009 and has sold over 41,000 units.

The positioning campaign was launched at 5 airports in India with the punchline "The Art of Power," which implies Power, Luxury, and Performance. Leading brands Maidenhair XIV and Maidenhair WV 500 adopted various advertising and promotional campaigns. These campaigns are detailed below:

- Digital Marketing: Maidenhair conducted a digital campaign on Facebook, Twitter, and Youth from the beginning. They chose to avoid traditional TV and print media.

- Secrecy as an Influencing Strategy: Before the launch, Maidenhair decided to use secrecy as a marketing strategy.

The online marketing

campaign consisted of three parts: 1. Guess the Name, 2. Unveil the WV campaign, and 3. Guess the price. The campaign was primarily spread through social media, utilizing word-of-mouth as a means of spreading the message. The marketing campaign was designed with "secrecy" as a strategy, enticing customers to guess and creating excitement around the secret. This approach kept viewers engaged as Maidenhair gradually revealed different parts of the new car launch campaign. The launch campaign, titled WV (l don't like Carrots), is considered to be one of the most terrible ads in recent history.

The client's brief was to create a deliberately bad advertisement to test whether a good product can still sell. There is not much to discuss about this campaign as it lacks a strong concept and originality in its execution. It features elements such as a jungle, attractive men, and women who are dressed provocatively and portrayed as man-eaters, all associated with WV. There is no clear logic or marketing strategy apparent in this advertisement.

Furthermore, there are offensive phrases such as "I hate Carrots" and "I am Hungry", which only add to the insult. It seems that the agency behind WV 500 may have mistakenly assumed that it was a feminine product with fruit and vegetable flavors. On the other hand, Force One has chosen Big B as its Brand Ambassador, while Imitate Backchat represents their brand. It is intriguing to see how the brand will shape its message. Additionally, Force One aims to convey a sense of age in order to attract consumers.

The presence of Big B will ensure attention, but if the communication is not correct, people

will criticize the effort. The advertising aims to create an international look and feel, similar to that of a Reid and Taylor campaign, by highlighting the brand ambassador. The brand has taken a strong communication approach and has excluded premiums. It has chosen "Powerful" as its unique selling proposition (USPS) and uses the analogy of "Force" to convey its positioning. The automobile ads serve as bait for consumers to take a test drive. No one buys a car solely based on ads.

The campaign, named "The Art of Power," was used by Toyota to market Fortunes in India on August 9th, 2009. The product will attract customers and influencers alike. Watch the campaign for Force one Kids and Force One Clean Toyota here. The New Fortunes offers a unique experience with its bold design and strong presence. Make your presence felt and stand out with this cutting-edge style and sophisticated luxury.

Toyota Fortunes Marketing Campaign: Experience the Power of Art on your Mobile
Campaign details: campaign duration: semi 05 2009 to oct 05 2009
Location: Airports in: Delhi, Mumbai, Cochin and Hyderabad
TAG: Hon., SEC A+ customers

Marketing Challenge
Toyota wanted to provide a great experience of Toyota Fortunes in major Airports of India to target the potential customers. Along with the car display which provides great visibility, the client wanted customers to take home the Fortunes experience. Despite having promoters at the display, the client wanted every customer to be well-informed about the car specs, functionality, etc.

Solution
Let the customer take Fortunes on their mobile! Provide the product information in an interesting way. Customize the content based on different mobile phone models. Make it as easy as pushing the

thumb to get details of the car. Through standees, visual displays & promoters, users were educated to turn their mobile Bluetooth.

To maximize the reach for the mobile activation, it is recommended to use multiple media channels. The mobile application includes various features such as the SUB Mobile brochure, specifications, color options, dealer locator, Fortunes Mobile wallpapers, standees and visual merchandise, as well as links to Fortunes Facebook and Twitter pages for social media engagement. The campaign has achieved significant results as of September 24th, 2012, with a total of 46,273 downloads and 13,427 unique users. In addition, print advertisements have been utilized to promote the Renault Duster, which is a robust, reliable, and easy-to-drive SUB that is perfect for drivers seeking a vehicle with excellent off-road capabilities.

The Duster is available in ex. or ex. versions depending on the market. Renault launched the Duster in July as its first product in the compact SUB segment, considering it a make-or-break model. The starting prices for the petrol and diesel variants are RSI 7.19 lake and RSI 7. lake, respectively. Despite being categorized as an all-terrain vehicle, the compact dimensions of the Renault Duster (4.31 m long and 1 mm wide) prove that bulk is not necessary. It features a reinforced underbred suitable for all-track, all-terrain use, with a ground clearance of 210 mm, short overhangs (822 mm at the front, 820 mm at the rear), and large clearance angles. To promote this launch, Renault India has initiated a FACEABLE campaign called "Big Beautiful Efficient." The contest titled "Big Beautiful Efficient" is exclusive to Renault India's community consisting of more than KICK fans.

When you open the

app, you will be prompted to like the page before proceeding. After completing the authentication process, you will be directed to a page where you need to select three friends based on their resemblance to the features of the Renault Duster car. You will be shown a list of your friends and asked to choose them based on specific attributes requested by the brand. Once you have made your selections, you will be asked to suggest a place where you would like to take your friends in the new Renault Duster. If you are lucky, you may have the opportunity to ride in the Renault Duster with your friends. However, there is some confusion regarding the actual prize as some fans have commented that they expect to win a Renault car. The app has a good design, making it easy to select friends and providing a search option for those with long lists. It also offers a dashboard where you can post your entry and see who else has participated. The page includes a link to return to Renault's Facebook page.

Viral features have been utilized by the app through Faceable, such as the 'Share' feature. Utilizing these features assists in spreading the contest to a larger audience on Faceable. However, the campaign designed for this contest is not particularly outstanding. The brand has simply requested users to select friends based on certain features, like being big or beautiful, without providing an option to explain the reasons behind their choices. Including such an option could have added a touch of creativity and excitement for the voted friend as well. Additionally, the content being shared about

this campaign lacks innovation as it solely consists of asking fans to select friends. It would have been preferable if the brand had shared content related to the tag line.

Perhaps they could have searched for individuals who are both large, attractive, and efficient in their work. The brand is definitely trying to be sociable by offering you and your friends the opportunity to ride in the new Renault Duster, but they would need to put more thought into running successful campaigns on Facebook. Other campaigns were delayed due to production constraints: SUB has caused Renault to postpone a comprehensive post-launch advertising campaign that was planned to promote the vehicle. With bookings now exceeding 18,000, the waiting period for certain color and variant options has now extended to over four-and-a-half months, according to company and dealer sources. According to a company official in 2012, "Our production is completely sold out until the end of November."

There was a chaotic atmosphere at certain dealerships on the launch day, as they struggled to handle the large crowd. The waiting period for the top two diesel variants ranges from 2.5 to 4.5 months. Renault's monthly production target for the Duster is approximately 4,500 units, as part of a four-month plan. The Duster, which was introduced in July, is considered Renault's first product in the compact SUV segment and is seen as a crucial model for the company's success. It starts at a price of RSI 7.19 lakh for petrol and RSI 7.99 lakh for diesel variants, offering two power options (85 and 110 AS). The main target audience for this vehicle were those looking for an affordable SUV

experience, specifically those who were considering entry sedans.

Data Motors launched the Aria on 10 Oct 2010, utilizing various marketing strategies such as electronic and newspaper campaigns. To introduce Indian's first ex. Crossover, Data Motors also opted for an outdoor campaign. The launch campaign included a three-week physical display in major cities and airports. Starting on November 10, the campaign will take place in Delhi, Mumbai, Bangalore, Hyderabad, Kolkata, and other tier I cities. The campaign team acknowledged that outdoor advertising is a suitable medium for a car brand since car buyers are often on the road. Furthermore, the team recognized that the appearance of a car is an essential aspect of a brand's identity, and outdoor advertising allows for the product to be prominently showcased in large sizes.

With the aim of launching the Aria in the Indian market and informing customers about the brand, this campaign seeks to raise awareness and highlight the product's attributes and unique selling points. As part of an online campaign, Data Aria has introduced a contest that challenges participants to name 36 out of the Aria's 50 distinctive features. On the Data Aria website, the car is showcased in all its splendor, showcasing all 36 features of the Aria. By clicking on any of the numbers, users can find hints regarding the corresponding feature, inviting them to select the correct option from a list of 50 choices.