Automobile Industry in India, ATL & BTL Marketing spend, Luxury Car Market, Mercedes-Benz, BMW & Audi India analysis, Key Opportunities for marketers and Indian Consumer in 2015, Passenger car market, Commercial vehicle market, women as a consumer, auto component industry in India,

1. AUTOMOBIL
ES
A FOUNTAINHEAD INDUSTRY REPORT -
2015

2. Industry Size, Segments, Regional Clusters, Key Players, Trends,
Sales figures, Market Share, Marketing Spend
Automobile Sector - Overview

3. Automobile industry
FY 2011
Market size
USD 58.6
Billion
#1 three-wheeler market in the world
#1 two-wheeler market in the world
#7 largest passenger car market in the world
#1 tractor market in the world
#4 largest commercial vehicle market in the
world
#5 largest bus and truck segment in the world
#3 largest exporter of passenger cars in Asia
FY 2016 (E)
Market Size
USD 145
Billion
Growth

4. Evolution of The Indian Automotives
Sector

5. Automobile industry

6. Segments
Automobiles
Passenger 2-Wheelers 3-WheelersCommercial
Passenger
Cars
Utility Vehicles
Multi-purpose
Vehicles
Light
Commercial
Vehicles
Medium & heavy
Commercial
Vehicles
Mopeds
Scooters
Motorcycles
Passenger
Carriers
Goods
Carriers

7. Year 2014
 Auto sales across categories domestically rose by
3.53 per cent in FY14
 Passenger vehicles declined by 6.05 per cent in
FY14
 Passenger car segment declined by 5.01 per cent
 SUVs declined by 19.58 per cent
 Commercial vehicles declined by 20.2 per cent
 LCVs declined by 17.6 per cent
 MCVs and HCVs declined by 25.3 per cent
 Three wheelers declined by 10.9 per cent in FY14
 Two-wheelers registered a growth of 7.31 per cent
during FY14
 Car sales rose 3 per cent following a stable
government in the center

8. Vision 2020

9. Notable trends in Indian Automotives
sector

10. Automotive clusters in the country
Delhi-Gurgaon-
Faridabad
Kolkata-
Jamshedpur
Chennai-
Bengaluru-Hosur
Mumbai-
Pune-
Nashik-
Aurangaba
d
Nort
h
West
East
Sout
h
Swaraj Mazda . Amtek Auto . Eicher Motors .
Honda Cars . Maruti Suzuki . Hero Group . General
Motors . Ford . Volvo Auto . Hyundai . BMW .
Yamaha . Mitsubishi . Chevrolet . Escorts . Rolls
Royce . Harley Davidson . Scooters India . New
Holland . Sonalika . JCB India . Caparo . Suzuki
India . Kamaz Vectra . Ferrari . MichelinForce Motors . Piaggio . Tata Motors . Bajaj Auto .
Fiat India . Mahindra & Mahindra . Skoda .
Volkswagen . Bharat Forge . Mercedes Benz . Audi
. M&M Ssangyong . Jaguar . Land Rover . Premier
. Ceat . Kinetic . Porsche . Lamborghini . John
Deere . Cummins . Atul Auto . Greaves . PSA
Peugeot Citroen . AMW . Hino . Bentley
Exide Industries . JK tyres
Ashok Leyland . Renault . Nissan . Hindustan
Motors . Simpson & Co . Ford Motors . Toyota
Kirloskar . Volvo Trucks . Sundram Fasteners .
Royal Enfield . Bosch India . TVS . Bharat Benz .
Tafe . Apollo tyres . MRF . Same Deutz-FAHR .
HMT India . Hitachi . Kobelco . Wirtgen . Caterpillar

11. FDI Inflow in the Automotives
Sector
FDI inflows in the automotives sector aggregated
USD9.6billion (4.5 per cent of the total FDI) over April 2000 –

12. Market share 2014
Maruti
48%
Hyundai
16%
Mahindra
8%
Honda
7%
Tata
6%
Toyota
6%
Volkswagen
2%
Renault
2%
Ford
2%
Chevrolet
1%
Nissan
1%
Skoda
1%
Fiat
0%
Datsun
0%
Mitsubishi
0%

13. Marketing spend – top players
Medium Top Spenders Remarks
Television
Tata Motors, Hero Motocorp, Hyundai, M&M, TVS,
Maruti, Honda, General Motors, Exide, Volkswagen
Top 10 advertisers contributes 68% share of
Auto Sector Advertising on TV medium
Print
Tata Motors, Maruti, Hero, General Motors, M&M,
Toyota, Hyundai, TVS, Ford, Volkswagen
Top 10 advertisers contributes 73% share of
Auto Sector Advertising on print medium
Radio Tata Motors, Hero, Bajaj, Honda, TVS, Mahindra
Not witnessed much national level
campaigns, regional spends.
OOH Tata, Maruti, Mahindra, Toyota, Volkswagen
Dealer driven & 360 degree campaign
launches
Digital
Advertising
Maruti, Toyota, Ford India, Mahindra, Volkswagen,
Hyundai
All brands are allocating 10-15% of their
above the line marketing budget on this
medium.
Below the
All Mass & key luxury players
Most of the mass brands have allocated 20-
25% of total marketing budget on this

15. Maruti Suzuki: Continuing to remain Market
Leader

16. Tata Motors: Leading in terms of
Innovation & Global presence

17. M&M: Sales down, Hopeful for future
 M&M has been the market leader in utility vehicles in India for over 50
years since building the first Willys jeep in 1947
 Manufactures passenger vehicles, utility vehicles, light commercial
vehicles (including three-wheelers)
 Produces 15 passenger vehicle models and 8 commercial vehicle models,
noteworthy among which are Scorpio, Thar, Xylo, XUV 500
 Global player in exporting products to several countries in North America,
Europe, Africa, South America, South Asia, and the Middle East; exported
32,457 units in FY13
 Recorded four wheeler revenue of USD3.3 billion in FY13
 Launched Verito Refresh, Quanto, and Rexton in FY2013
 Sluggish industrial activity, strict financing environment hurt sales
sentiments
 In 2013, inked a partnership with online shopping portal Snapdeal.com to
sell its two-wheelers
 In 2014, company sales were down by 9.97 per cent, with the same
period previous fiscal, deteriorating consumption and investment demand
remains to be a key concern

18. Luxury Cars gaining traction in
India

19. Brand, Tagline, Positioning, Communication Strategy, Target Group,
Product Line & Price Point, Sales Performance, Competitor Analysis,
Above the line & Below the line campaigns
BMW

20. Brand - BMW
 BMW was founded by Karl Friedrich Rapp in 1913, under the name of BFW (Bayerische Flugzeug-Werke)
 The headquarters of BMW Group is in Munich, Germany and group employs more than 1 lacks employees in
more than 40 countries.
 The brand will celebrate 100th year anniversary in 2016 – Official birthday date March 7, 1916 (Global)
and will be celebrating 10th year anniversary in India.
 The parent company of BMW MINI and Rolls Royce car brands.
 Slogans- “The Ultimate Driving Machine” and “Sheer Driving Pleasure”
 BMW India is 100% Subsidiary owned by BMW Group
 Founded in India in 2006
 Headquartered at Gurgaon and assembly plant in Chennai with 650 employees
 Leading market player in Luxury Car Industry in India
 The BMW Group introduced Mini marque in India in January 2012 with the launch of MINI Hatch, Convertible
and Countryman.

21. Brand - Positioning
 BMW remains as a symbol for dynamic and forward striving people. BMW is dynamic, challenging and cultured
with the mission to deliver pleasure – Sheer Driving Pleasure.
 Main characteristic of BMW Brand Personality is to evoke JOY. Joy is both the driving force and the ultimate
goal of everything the Brand does. It is the central differentiating criterion and has a multi-faceted character that
offers Quality, Service, Sustainability, Exclusivity and Safety to the customer.
 At the heart of the BMW brand is the desire to spread joy. This is the promise they make to their customers, and
aim to deliver on this promise every time the customers come in contact with BMW.
 Positioning Statement- “We do not build cars. We are the creators of emotions. We are the guardians of
ecstasy, the thrills and chills, the laughs and smiles and all the words that can’t be found in a dictionary.
Innovation is our backbone, but Joy is our heart. We will not stray from our three-letter purpose. We will nurture
it. We will make Joy smarter.”

22. Product line & Price point
Sr. No. Product Variants Price (Ex showroom
Mumbai)
1 Series 3 320d, 320d luxury plus, 320d luxury line, 320d sports line, 328i
sports line
34.30 lacks to 42.50 lacks
2 Series 5 520d, 525d, 530d 49.90 lacks to 59.20 lacks
3 GT Gran Turismo 320 Luxury Line 44.50 lacks
4 Series 6 640d Gran coupe, M6 Gran Coupe 1.15 crore to 1.80 crore
5 Series 7 730Ld, 740Li, 730Ld signature, Active Hybrid, 750Li, 760Li 1.03 crore to 1.87 crore
6 X1 sDrive 20d, 20d xLine, 20d Sport 30.05 lacks to 35.09 lacks
7 X3 xDrive 20d expedition, xDrive 20d xLine 44.90 lacks to 49.90 lacks
8 X5 30d, 30d expedition 64.90 lacks to 70.90 lacks
9 Z4 sDrive 35i, 35i dpt 71.90 lacks
10 Series 4 M4 Coupe 1.25 crores
11 Series 1 116i, 118d, 22.65 lacks onwards

23. Sales performance
1397
2908
3619
6246
9371 9375
7327
2007 2008 2009 2010 2011 2012 2013

24. Above the line - Past
 In the recent past, the Delhi-based creative agency Liquid Campaign India has worked
on BMW's communication. The agency has since worked exclusively on the BMW
account and has handled the launch of several brands from the BMW stable, including
BMW 6 Series Convertible, BMW X3, BMW 3 Series and, of course, the iconic Mini.
 While most of the brand's communication for the Indian market has been adapted from
overseas, the launch campaign for the BMW 3 Series ('Superior by Evolution', 2012)
was especially crafted by Liquid Campaign India, for Indian audiences, keeping local
sensibilities in mind.

25. Above the line - 2014
‘Don’t postpone Joy’
 Known for its sheer driving pleasure, BMW has now opted for a brand campaign to
rekindle love in the age of EMIs. Through its new campaign, Don’t Postpone Joy,
BMW exalts Indians to embrace the present over the future. The key message seems
to be that the earlier you buy a BMW car, the longer you enjoy it, so why postpone?
 The latest campaign “Don’t Postpone Joy” addresses certain mental and cultural
barriers that exist towards luxury consumption in India. Since JOY is BMW – BMW in
this campaign is reminding people that life is passing by and it’s about living for the
moment & enjoying rather than worrying about the future.
 Agency – Ogilvy Delhi
 YouTube- https://www.youtube.com/watch?v=k_HdndRWNK8

26. Above the line - 2014
Other TVC/Digital

BMW 'By Your Side'​

YouTube - https://www.youtube.com/watch?v=4QPTZ4VtAiU

BMW Financial Services

BMW: The Birthday

YouTube - https://www.youtube.com/watch?v=-O2wDLhdD8c

BMW: The Wedding

YouTube - https://www.youtube.com/watch?v=K1vmLc1cL8M

BMW: The Proposal

YouTube - https://www.youtube.com/watch?v=h0FgEtL0inM

27. Digital Media - 2014
#BMWstories
 It's the stories that make cars great. Without stories, memories, or unrequited longing,
any particular vehicle would just be a bunch of steel and plastic riding on some tires.
German automaker BMW is unifying owners across India with a campaign
that celebrates driver stories. The brand is weaving together stories from fans,
professional drivers and important figures in the company to give a full sense of what it
means to be a BMW driver.
 The ‘#BMWstories’ campaign casts a wide net to include as many BMW drivers as
possible. Fans are encouraged to post what their BMW means to them and how it has
affected their life. Whether that means a one-time event, fond memory or a routine
experience is subjective.
 The campaign was launched in India with none other than the legendary cricketer and

28. Above the line
The BMW “JOY” campaign
 The core message of BMW’s current brand strategy is
“JOY” which is the centre of its worldwide marketing
campaigns.
Joy is linked with BMW brand/product attributes well
Appeal to multi segments

29. Above the line

30. Above the line

31. Below the line - 2014
BMW EXPERIENCE TOUR 2014
 The BMW Experience Tour 2014 gave the BMW enthusiasts an opportunity to
witness, explore and test drive the most iconic cars from the BMW stable (the
complete range of sedans and SAVs (Sports Activity Vehicle)).
 BMW Experience Tour taken place in the following 13 Indian cities: Jaipur,
Chandigarh, Delhi, Lucknow, Kolkata, Nagpur, Mumbai, Pune, Hyderabad,
Chennai, Kochi, Bangalore and Ahmedabad.
 The event started from Jaipur (March 27, 2014) and last leg of the event
happened in Noida (Nov 27, 2014)
 Each city has witnessed 3 days of unmatched excitement and thrills.
 Throughout the Experience Tour, a special structure was created in each city,
representing BMW's premium international standards. The weather proof, air-
conditioned structure, accommodated the reception, briefing and display
areas.
 A special Women and Kids zone was created to offer an entertaining time for
the entire family. The kid's section also featured a special ‘Sony PlayStation
Zone' where kids can enjoy driving the BMW cars in the virtual world with
Sony PlayStation 3.

32. Below the line - 2014
BMW i8 Launch Event 2015
 BMW held a grand event to launch the 'i8' at SVP Stadium,
NSCI, Mumbai on Feb. 18, 2015.
 The event saw the attendance of Sachin Tendulkar, Shahid
Kapoor, Sonakshi Sinha, Esha Gupta, Kangana Ranaut, Purab
Kohli and many others.
 The launch of the BMW i8 was promoted digitally as well.
 YouTube Link-
 https://www.youtube.com/watch?t=12&v=yaO7Dq-UBqc

33. Below the line - 2014
7 Series Signature launch at India Bridal Fashion
Week
 The new BMW 7 Series Signature was launched at the BMW
India Bridal Fashion Week 2014. The luxury carmaker was the
title sponsor to the sixth edition of India Bridal Fashion Week
2014, a property of Fashion One International.
 The fashion show, including the unveiling of the new BMW
series was held at the DLF Emporio in Vasant Kunj, Delhi.
 The new BMW 7 Series Signature was unveiled at an exclusive
‘BMW Fashion Show' presented by Suneet Varma, leading
fashion designer with actor Kangana Ranaut as the show
stopper.
 Along with all the hallmark performance and luxury attributes,
the new BMW 7 Series Signature (BMW 730Ld) offers a range
of special features such as the Bang & Olufsen high-end
Surround Sound system, Integral Active Steering, extended
wood trim, exclusive Nappa leather upholstery, BMW Individual

34. Below the line - 2014
new BMW M4 Coupe & the all-new BMW M3 Press Launch
 A racetrack is the perfect place for introduction of the beasts in
whose blood racing runs deep. The press launch of the all-new
BMW M4 Coupe & the all-new BMW M3 happened at Buddh f1
circuit.
 The launch was combined with the BMW Expedition Tour
experience for the large group of invited media from all over the
country.
 Sachin Tendulkar flagged off the all new BMW M3 and M4
coupe during this exclusive event.

35. Below the line - 2014
BMW’s partners receive monks’ blessings in Bhutan
 BMW India took 30 of its partners on an exclusive and exotic driving
experience in Bhutan last month. Bhutan's iconic locales were visited and
savored through this drive experience by BMW's dealer principals.
 Salt Experiential Marketing, which has worked with BMW in the past,
facilitated the BMW Partner Drive Xperience 2014. The agency was in
charge of the travel, hotel, logistics, setup, branding and even the drive
navigation.
 The partners took off on an exclusive chartered flight, The drive experience
commenced right from the airport as the partners drove in their BMW X3s
to the Taj Tashi in Thimpu. On their arrival they were treated to a royal
Bhutanese welcome dinner.
 On the next day, the partners took off to the Dochula Pass in their cars and
visited a monastery where they received the blessings of a monk. The
journey had a lunch stopover at the Buddha Top Hill where they saw an
awe inspiring statue of the Buddha. A specially designed lunch venue with
BMW branding hosted their lunch right on the highest point at the Buddha
Hill. They returned to their hotel before taking off to the Folk Heritage

36. Below the line - 2014
Salt launches the BMW Training Centre and M6 Gran Coupe in
Gurgaon
 The BMW Group set up its very own Training Centre in Gurgaon, to
impart training and upgrades to its associates and partners. A special
launch event was held to unveil this new property to the media, along
with the soft launch of the M6 Gran Coupe.
 Salt won the mandate for the media event . The theme of the event
proposed by the agency was Inspire: Excellence, Innovation and
Leadership which reflects BMW's vision of imparting high quality
training to their associates and retail partners.
 While the training centre and M6 Gran Coupe were launched on both
days, the 1st day was reserved exclusively for the media and company
employees, and the 2nd day also included the Dealer Awards. A total of
600 people attended the event to witness this new company
development, and were taken on guided tours of the centre on both
days.
 The main stage was designed to reflect the architecture of the BMW
Welt building in Munich, Germany. Here, the M6 Gran Coupe was
launched with an energetic performance by the Shaolin Monks from
Malaysia. The award function that rewarded the efforts of its partners
for contributing towards the success of the brand was also held here.

37. Below the line - 2014
Auto Expo 2014
 Showtime handled the logistics end for BMW at their stall.
 The sports car manufacturer preferred to execute its own
designs for placement of BMW’s cars at the Auto Expo.
 BMW launched the N-6 from its N-Series, BMW X-5, S-3 and S-
4 from its S series and it also launched the G-8 series on Feb.
5 with a video presentation on each car before its launch,
 The VIP Evenings, they have scheduled music performances
on both days as well as the release of the music track that
BMW has made for the BMW I-8.”
 YouTube-
https://www.youtube.com/watch?v=ihMZhDmSA8Y&list=PLXnD
RMXBJZft7ZC_2M44LvQZckhVbUFtB

38. Below the line - Past
The Standard Chartered Mumbai Marathon
 BMW has associated with SCMM for the second year as the official
car.
 the auto company unveiled BMW X6 as the marathon's lead car,
while BMW X1 and BMW 3 series were used as lead cars for the
half marathon and the dream run, respectively.
 For BMW, the marathon helps promote its EfficientDynamics which
reduces fuel consumption, lowers emissions and increases driving
pleasure.
 BMW has been associated with various marathons across the world
for the last 25 years including those in Berlin, Frankfurt and
Singapore.

39. Below the line
Product launch events;
 Launched new BMW 3 Series sedan at NCPA, Mumbai. Unveiled
by Sachin Tendulkar
 Launched X3 SUV model in India with a launch event and test drive
experience for customers, media and dealers in Delhi
 Launched the 6 Series Gran Coupe - the first four-door coupe in
BMW history at Grand Hyatt in Mumbai via ‘Visions of Beauty’, an
exclusive collection designed by Bollywood best fashion designer
Manish Malhotra
 MINI India launched its new car, Countryman at Eros Corporate
Tower, Delhi.

40. Below the line
BMW India Mobile Showroom
 The temporary mobile showroom has been set up in each of the following
cities across seven states of India, Karnal, Agra, Dehradun, Jamshedpur,
Patna, Bhopal, and Nashik and functioned for a span of a couple of weeks.
 During this period, BMW buyers and enthusiasts experienced the brand, took
test drive, interacted with experts, booked BMW cars, and also availed the
offers from BMW Financial Services.
 The weather proof, air conditioned structure displayed 4 cars and had a
reception area along with a VIP lounge. The idea was to give customers a
look and feel of a fully fledged BMW showroom, like the ones in the bigger
cities.
 Through this aggressive sales and marketing initiative, BMW India plans to
reach out to potential buyers in the smaller cities of the country.

41. Below the line
Ultimate3 campaign;
 The campaign was pan-India with a focus on the top 10 major cities
of the country. While the campaign started with online and
activation, every medium has been optimized. TV, print and digital
were the key mediums, along with OOH, mall activations, road
shows and exclusive dealership preview events.
 The launch phase witnessed the unveiling of the BMW 3 Series by
the Indian cricket legend Sachin Tendulkar during a sophisticated
launch event in Mumbai, exclusive events, closed rooms and open
house events across the country.

42. BMW Golf Cup International, India
 The annual event has amateur golfers from nine cities across
India competing in the stableford format.
 The city leg of the tournament was played in Chandigarh,
Hyderabad, Chennai, Pune, Ahmedabad, Gurgaon, New Delhi,
Mumbai and Bengaluru and winners of the city legs competed in
the finals.
Below the line

43. Auto Expo 2012, Delhi
 BMW Group participated in Auto Expo 2012 with its two brands BMW
and MINI exclusively at Hall number nine.
 BMW MINI launched in India at Auto Expo 2012, displayed MINI, MINI
Convertible and MINI Countryman exclusively at the MINI Pavilion.
 BMW India also unveiled the BMW Vision ConnectedDrive concept
study and launched the new BMW M5 and the exclusive limited-edition
BMW Individual 7 Series Composition inspired by piano manufacturer
Steinway and Sons.
 The BMW pavilion also displayed 3 Series, 5 Series, new 6 Series,
BMW X1, new BMW X3, BMW X5 and BMW X6. With its three brands,
BMW, MINI and Rolls-Royce.
Below the line

44. BMW Xperience
 BMW Xperience, a one-of-a kind driving event, was organised in Delhi,
NCR at a large scale inviting customers from all over the country.
 The venue was constructed at a site that was excavated for the
construction of a multistorey building. A parcour with ten obstacles was
created by a team of international experts and driver trainers.
 It provided the opportunity for BMW enthusiasts and the media to
experience the BMW X range of cars firsthand. They did not have to go to
the rough terrain of a desert or snowy mountains, but could still experience
the same driving dynamism in the heart of a city.
 This is probably the largest ever event BMW has done in India
Below the line

45. NEW BMW 6 launch- Udaipur
 The design of the new BMW 6 Series is inspired from flowing
water. The event was organised in the Lake city of Udaipur at one
of the most exquisite locations in India.
 Conceptualized a fashion show with leading fashion designer
Suneet Varma to showcase a line based on the flow of water.
 A select set of guests were invited for this event, but a very strong
word-of-mouth was generated through this experience.
Below the line

46. Others
 Formal Dining and Wine Tasting events at BMW Dealerships across the
country
 Art Exhibitions at the BMW Studio One
 BMW Art Cars exhibition held at the Jahangir Art Gallery in Mumbai
 Association with leading fashion designers and events such as the India
Couture Week
 Mumbai International Motorshow
 Lifestyle events such as culinary workshops
 Sponsorship for events like Kochi Muziris-Biennale, Art of motion,
Bengaluru & Delhi marathon etc.
Below the line

47. Brand, Tagline, Positioning, Communication Strategy, Target Group,
Product Line & Price Point, Sales Performance, Competitor Analysis,
Above the line & Below the line campaigns
Mercedes Benz

48. Brand – Mercedes Benz
 Mercedes-Benz is a division of the German manufacturer Daimler AG, the brand is used for luxury
automobiles, buses, coaches, and trucks and headquartered in Stuttgart, Baden-Württemberg,
Germany.
 Mercedes-Benz traces its origins to Karl Benz's creation of the first petrol-powered car, the Benz
Patent Motorwagen, patented in January 1886, The Mercedes automobile was first marketed in
1901 by Daimler-Motoren-Gesellschaft.
 The first Mercedes-Benz brand name vehicles were produced in 1926, following the merger of Karl
Benz's and Gottlieb Daimler's companies into the Daimler-Benz company.
 The Mercedes-Benz Cars division includes Mercedes-Benz and Smart car, ultra-luxury
brand Maybach was under Mercedes-Benz cars division until 2013, when the production stopped
due to poor sales volumes and Mercedes-AMG became a majority owned division of Mercedes-
Benz in 1998.
 The company has been the pioneer of the luxury car segment in India with its inception way back in
1995.
 Daimler has a commercial vehicle plant in Chennai, The passenger cars manufacturing plant is
located in Pune, same as the headquarters and established its largest research & development
center outside Germany in Bangalore.

49. Brand - Positioning
 Initially it was positioned as a symbol of power. The ultimate car for those who have arrived and is almost
always chauffeur driven. Traditionally, the brand value has been about reliability and class.
 Mercedes has now reoriented its India strategy to target the youth. So the reinvention of the brand is aimed
at tapping women, self-drivers and young professionals who are entering the automotive market.
 The brand has been seen as a largely male brand but now the emphasis on style, design and sportiness.
For example, the luxury brand is now increasingly emphasizing on performance and sportiness of its brand
in India.
 It is now closely associated with F1 in India. Further, the company has brought in performance cars from its
AMG stable to appeal to young Indian buyers.
 The game plan for the three-pointed star logo revolves around a four-pronged strategy of upgrading
products, aggressive brand engagement, along with quality and ownership experience.
 Mercedes-Benz, which upped its ante in the upper end of the premium market with the launch of the
cheaper B Class, wants to build an experience around the brand which is younger and more stylish.
 The brand symbolizes social status with the tagline “The best or nothing”

50. Product line & Price point
Sr. No. Product Variants Price (Ex showroom)
1 A Class A180 CDI style, A180 sport, Edition 1, A 200 CDI 25.61 lacks to 28.45 lacks
2 B Class B 200 CDI, B180 sports 29.45 lacks to 30.45 lacks
3 CLS Class 250 CDI , CLS 350 76.50 lacks & 95.15 lacks
4 E Class E200, E250 CDI Avantgarde, 350 CDI AG, 400 Cabriolet, 63
AMG
47.40 lacks to 1.29 crores
5 G Class G63 AMG 1.85 crore
6 GL Class 350 CDI, GL 63 AMG 77.50 lacks to 1.74 crores
7 M Class ML250 CDI, ML350 CDI, 63 AMG, M Guard 56.60 Lacks & 2.49 crores
8 C Class 200 Avantgrade, C 220 CDI Style, C220 CDI Sports 39.90 Lacks to 42.90 lacks
9 S Class S350 CDI, S500 1.14 crores to 1.44 crores
10 SLK Class SLK350 BlueEfficiency, SLK 55 AMG 75.08 Lacks to 1.26 crores
11 CLA Class 200 CDI Style, 200 Petrol Sport, 200 CDI Sport, 45 AMG 31.50 lacks to 69.50 lacks
12 GLA Class 200 CDI Style, 200 Sport, 200 CDI Sport, 45 AMG 4Matic 32.75 lacks to 71.90 lacks

51. Sales performance
2492
3625 3250
5820
7430 7138
9,003
10201
2007 2008 2009 2010 2011 2012 2013 2014

52. Above the line

53. Above the line

54. Above the line

55. Above the line

56. Above the line

57. Below the line
MB Product launch events
 E 63 AMG was launched at the Buddh International
Circuit in Greater Noida this month
 B class launched in Mumbai earlier this year
 A class launched in Mumbai few months back
 The new GL-Class the luxury large SUV launched in
India by the legendary tennis star Boris Becker along
with Eberhard Kern, Managing Director and CEO,
Mercedes-Benz India, at the brand new Mercedes-Benz
Flagship Store (T&T) in New Delhi.
 New CLS, SLK, M class, New C & E classes launched
in past with a big bang.

58. Below the line
The Mercedes Trophy
 The most awaited showpiece event of the year, for
amateur golfers, The Mercedes Trophy is played by
over 58,000 avid golfers in over 43 countries and 600
qualifier tournaments, now in its 13th Edition in India,
the Mercedes Trophy defines sports, exclusivity,
entertainment and glamour, with a class that epitomizes
Mercedes-Benz.
 Qualifying rounds takes place in – Pune, Ahmedabad,
Hyderabad, Jaipur, Mumbai, Delhi
& Bangalore. Regional final rounds in Kolkata, Mumbai,
Delhi, Bengaluru & Chandigarh and National final in
Pune. The three winners at the national final will
participate in the Mercedes Trophy World Finals – at

59. Below the line
Indian Grand Prix 2012
 Mercedes-Benz was the Official Partner of Amber
Lounge, Delhi 2012 during the F1 weekend. The
exclusive F1 after-party saw the multi-talented rapper &
member of 'Black Eyed Peas' - Taboo enthrall the
audience. The party has been attended by Bollywood
stars and other celebrities!
 Mercedes-Benz and STYLO presented a night of bold
fashion statements during the F1 2012 at Delhi. The
theme this year ‘Fashion Fantasies: Recycling is the
new Black’ saw innovation as the underlying concept!

60. Below the line
Auto Expo 2012
 Mercedes-Benz stole the thunder at the 2012 Auto
Expo, showcasing awesome products in a very exciting
theme.
 The GL-Class was parked on challenging off-road
situations while the company bought the all new M-
Class & SLS AMG Roadster, unveiling it for the first time
in the country. The S-Class Pullman was also on display
outside, giving visitors a glimpse of the huge length of
this limousine.
 Inside the Mercedes-Benz stall, there was the highly
anticipated A-Class Concept and the F-Cell. A racing
game was available to play on a half Formula 1 car.

61. Below the line
Mercedes-Benz Ultimate Touring Trail
 Mercedes-Benz has launched an adventure programme-
Ultimate Touring Trail that will engage adventure
enthusiasts among owners of the recently launched B-
Class sports tourer to join like-minded celebrities in
adventure sports like skydiving, canoeing & deep sea
exploration.
 Genelia D'Souza, Ritesh Deshmukh, Kalki Koechlin and
sports anchor Gaurav Kapoor were the glamour quotient to
the Ultimate Touring Trail last year, this year Abhay deol is
joining customers in drives to exotic locations like Gulmarg,
Udaipur, Kovlam etc.
 Tied up with several operators to provide customized
adventure packages aimed at engaging the target

62. Below the line
Mercedes-Benz Magazine launch
 Shobhaa De, Malaika Arora Khan and Chetan Bhagat
launched of the 2nd anniversary issue of Mercedes-
Benz Magazine in Mumbai last year.
 In 2010, Mercedes-Benz has inked a partnership with
MaXposure Media Group to launch the Mercedes
Magazine for the first time in India. The magazine was
launched by Vidya Balan.
 Mercedes Magazine includes topics on aspects like high
end products and services, fashion, ho brand.

63. Below the line
Mercedes @ fashion
 Mercedes Benz Bring World Catwalk To India With Star-
Studded Gala Evening at Taj Lands End Hotel in
Mumbai. The show at Taj Lands End comprised of
prominent London-based international designers
namely PPQ, Mark Fast, Issa, Felder and Todd Lynn.
In addition the highly acclaimed Indian design
duo, Rohit Gandhi and Rahul Khanna exhibited their
latest collection.
 MB unveiled the distinctive ‘Inspired by Mercedes'
collection by designer Manish Arora at their Mercedes-
Benz showroom in BKC, Mumbai.
 ‘Mercedes-Benz Best Dressed Show' was organised by

64. Below the line
Others
 AMG performance academy launch at Buddh
International circuit last year
 Mercedes-Benz Performance Drive launch in Pune
 Mercedes-Benz three days conference for dealers and
key executives in Goa
 Collaboration with Vodafone for McLaren Mercedes car
Speedfest at BKC, Mumbai
 Collaboration with Bajaj Allianz for “Drive Safely”
activation campaign
 mb. Inspired, an initiative which synergizes the
Mercedes-Benz ethos across various creative, sporting,

65. Brand, Tagline, Positioning, Communication Strategy, Target Group,
Product Line & Price Point, Sales Performance, Competitor Analysis,
Above the line & Below the line campaigns
Audi

66. Brand - Audi
 The original Audi was founded in 1909 by August Horch in Zwickau, Germany
 Audi’s recognizable logo features four interconnected silver rings, and those four rings symbolize
the1932 merger of four independent vehicle manufacturers: Audi, DKW, Horch, and Wanderer.
 The first Audi automobile was the Type A, which was first put into production in 1910.
 Audi is represented in 110 countries worldwide and since 2004, Audi has been selling its products on
the Indian market.
 In March 2007, Audi set up its own sales company for India. By establishing Audi India as a Division of
Volkswagen Group Sales India Pvt. Ltd. in Mumbai
 At present, Audi is assembling the Audi A6 and the Audi A4 for the Indian market in Aurangabad.
 Audi’s marketing strategy is aimed at creating a ‘pull’ towards the brand and creating a memorable
experience.

67. Brand - Positioning
 Brand Positioning – It’s the same globally
 Audi has not changed its international brand positioning in India and has continued with its tagline –
‘Advancement Through Technology’ – for India too.
 Audi believes as Audi is an international brand so the brand positioning should be same all over the
world.
 Audi has always been innovative, modern and sporty. The single difference is the need and
customer priority in India. In India, they are targeting elite people who have potential to buy such a
luxury brand like Audi.
 Chauffeur driven customers sitting on the rear seat, are the main TG.”
 Even the advertisements are not different for India, though they have been made adaptable to the
Indian media demands

68. Product line & Price point
Sr. No. Product Variants Price (Ex showroom)
1 A4 7 Versions 31.65 lacks to 40.79 lacks
2 A6 35 TFSI Prem, 35 TDI Prem, 35TDI Tech, S6 4.0 TFSI 45.28 lacks to 95.25 lacks
3 RS7 Sportback 4.0 TFSI quattro 1.36 crores
4 A8L L50TDI, L60TDI , L60TFSI, LW12 1.17 crores to 1.84 crores
5 Q3 30TDI S, 35TDI Prem, 35TDI PSuRf, 35TDi PremPlus, 35TDI
PP Sunroof
28.52 lacks to 38.95 lacks
6 Q5 30TDI Prem, 30TDI PP, 30TDI TECH, 45TDI Tech 49.85 lacks to 62.93 lacks
7 Q7 8 versions 61.88 lacks to 87.69 lacks
8 RS5 4.2 coupe 1.09 crores
9 TT 45 TFSI 60.34 lacks
10 R8 4.2 V8 Coupe, 5.2 V10 Coupe, V10 Spyder, V10 plus 1.71 crores to 2.32 crores
11 A3 9 versions 24.56 lacks to 34.06 lacks
12 A3 Cabriolet 40 TFSI 44.75 lacks

69. Sales performance
349 1050 1658
3003
5511
9003
10002 10851
2007 2008 2009 2010 2011 2012 2013 2014

70. Above the line

71. Above the line

72. Above the line

73. Above the line

74. Above the line

75. Above the line

76. Above the line

77. Below the line
Audi Product launch events;
 Q7 launch at Chandigarh, Hyderabad, Gurgaon,
Chennai, Bengaluru, Ahmedabad, Kochi, Pune, Delhi,
Mumbai, Ludhiana & press round table at Delhi &
Mumbai
 Q5 launch and press conference
 R8 launch & press conference, R8 convoy, R8 driving
experience, R8 V10 plus
 A4 launch & press conference
 TT launch, RS 5 launch & A7 sportsback launch

78. Below the line
The Audi Quattro Cup Golf Tournament;
 The Audi Quattro Cup Golf Tournament Series was
established in 1991. 51 tournaments with over 6.000
participating amateur golfers were held and organized
by Audi dealers.
 Dealers (cities) participated in 2013; Hyderabad,
Kolkata, Bengaluru, Chennai, Pune, Ahmedabad,
Jaipur, Mumbai (south & west), Gurgaon, Chandigarh
& Delhi (south & west)
 Agency- Brandon de Souza Management Services
(BDMS) is a brand of Melange Management Solutions
Pvt. Ltd.(MMSPL)

79. Below the line
Audi at motorshows;
 Parx Supercar Rally, Mumbai
 Mumbai International Motorshow
 Auto Expo, Delhi
 Vintage Car shows in all key metros
 Vintage Exhibition organized by VCCCI (The Vintage &
Classic Car Club of India)

80. Below the line
Audi in fashion;
 Wills India Fashion week
 Audi Vogue Fashion guide launch
 Audi Vogue India photo exhibition
 Gitanjali Luxury Style fest
 Vogue India Launch

81. Below the line
Audi Art Experience;
 Mehli Mehta Music Foundation show
 Zubin Mehta Concert
 IIFA
 Symphony Orchestra

82. Below the line
Audi Corporate Event;
 Davos
 Mint Luxury Conference
 World Economic Forum India Summit
 NDTV Profit Awards
 Annual CFO Roundtable
 Christmas Fest and Racing Carnival

83. BMW vs. AUDI vs. MERCEDES

84. BMW vs. Audi vs. Mercedes
Facts (Global
Market)
BMW Audi Mercedes
Revenue € 80.4 billion € 53.7 billion € 73.5 billion
Profit € 8.7 billion € 5.1 billion € 5.8 billion
Unit Sales 2.11 million 1.74 million 1.72 million
Position in China 2 1 3
Position in US 1 (17.6 %) 4 (9.4 %) 2 (17.1 %)
Position in India 3 1 2
Workforce 116,324 77,247 129,106
Brand Priorities
1) Driving Performance 2)
Luxury 3) Real world Usability
1) Real world Usability 2)
Luxury 3) Driving
Performance
1) Luxury 2) Driving
Performance 3) Real world
Usability
Key Markets USA, China, Germany & UK
United States, Germany,
China & Russia
USA, Germany, China, Japan
Source- Annual Reports 2014

85. BMW vs. Audi vs. Mercedes
Facts (India Market) BMW Audi Mercedes
Unit sales NA 10,851 10,201
No. of models/variants 12/30 12/49 12/35
Cheapest Model Series 1 A3 A Class
Most Expensive Model i8 R8 M Guard/G63 AMG
Reach 42 dealers in 31 cities 36 dealers in 33 cities 52 dealers in 38 cities
Tagline Joy forever
'Vorsprung durch Technik‘
(Lead by Technology)
The best or nothing
Positioning
The luxury car brand targets
younger customers. Often self-
driven, it lays thrust on speed
and emphasises on driving as
pleasure. Its advertising
campaigns often show the car
being driven around.
The car emphasises design
and style rather than speed
(BMW's thrust). Positioned as a
well-engineered stylish car
A symbol of power. The
ultimate car for those who
have arrived and is almost
always chauffeur driven.

86. BMW vs. Audi vs. Mercedes
Facts (India Market) BMW Audi Mercedes
Brand Recognition
Brand recognized as Elegance,
Rich, Dynamic
Cool, Nice, Classy individual
models are top of the list of the
Brands
Strong brand value, more
towards high end luxury
segment (trying to change
this), heritage
Brand Attributes
Style, Quality, Comfort, Safety,
Flaunt, Sportiness
Elegance, Performance,
Progressive, Sophisticated
Exclusivity, Authenticity, Well
engineered, Prestige, Durable
Strategic Focus Broad Luxury Segment Performance & Aspirations
Current ultra luxury, shifting to
Broad luxury
Competitive Stance
Range of product mix, broad
differentiation
Had Low product mix, improved
after adding SUV & new models
Differentiation, premium price
Promotion/Public
Relations
All age group, the hire campaign
still popular among new age
foreign traveled Indian
Classical above-the-line print
marketing with peer-to-peer
event marketing
Perfection, Fascination
through print
Manufacturing
Capabilities
Assembly Plant in Chennai CKD in India Efficient & Integrated
Tailored products for Indian Less number of variants & State of the art image, appeal

87. BMW vs. Audi vs. Mercedes

88. Marketing Spend
Rs. 55+
Crore
Rs. 50+
Crore
Rs. 60+
Crore
Rs. 200
Crore-
total
Luxury
cars
marketing
spend
Total Industry BTL spends are estimated to
be Rs. 175-200 crore, the marketing spend
ratio between ATL and BTL about is 50:50- Pitch

89. Brand loyalist

90. Indian Consumers

91. Consumer Segments
The Material Man The Queen Bee
The App
Generation
The Silver Set The Luxe Set
Definitive Image
Man in a male beauty
salon
Groups of young (and
not so young) women
enjoying themselves at
a mall
Four friends at a café
table, each one busy
with his/her
smartphone
A 60-year old in jeans,
sneakers and a t-shirt
at a joggers park
Designer labels
dripping from well-
coiffed top-knot to well-
manicured toenails
Definitive characteristic
Men as eternal,
androgynous
adolescents and proud
of it
Women have come out
of the shadow (of men),
and they don’t feel
incomplete without a
man
Attention deficiency,
impatience and a
mobile phone/mp3
player at the ear
Do not go gentle into
that good night. Rage,
rage against the dying
of the light
The desire to own
‘limited editions’ of
anything
Outlook for marketers
The trends create even
more opportunity for
new products/services
Her highness demands
that you treat her as the
boss!
The key challenge is
how to gain loyal users
among this segment
and to cater profitably
to their desire for
engagement
If only marketers would
get over their
fascination with twenty
somethings, they would
see the fortune at the
top of the age pyramid
The trend is clear but it
is probably going to
take a bit longer before
luxury brand can laugh
all the way to the bank
How automobile
industry adapting these
trends
Most of the advertising
addressing the boy side
of men-Anil Kapoor in
Control about $150
billion of spend in India-
Mahindra Xylo ‘Happy
Legs” & new Honda
‘Move on” is the mantra
for this generation and
all brands are betting
big on this- Tata Nano
This empty nest group
actually has great
spending power & India
will have 143 million
Slide 76 & 77.

92. The Luxe Set
an ultra high net worth household (ultra HNH) can
be defined as one having a minimum average net
worth of 250 million essentially accumulated over
the past 10 years and a minimum income of ` 35
to 40 million annually, it represents 0.03 percent of
total households in India.

93. The Luxe Set
• 4 metros account for more than half of the luxe set
• Other top 6 cities include Bengaluru, Ahmedabad, Pune, Nagpur, Hyderabad, Ludhiana
• Other top 50 cities include Chandigarh, Jaipur, Amritsar, Coimbatore, Madurai, Surat, Nashik,

94. The Luxe Set

95. The Luxe Set
FREQUENCY OF
CAR CHANGE
KEY INFLUENCERS IN CHOICE OF CAR

96. Changing consumer….
 About five years ago, a long stylish sedan which signified power, royalty and class was restricted to
only a few of those belonging to a royal family or business moguls.
 But the tides have turned. Today, a local farmer from Kolhapur is purchasing a Mercedes, a beedi
factory owner from Raipur is buying a BMW, young IT professional from Pune owns an Audi, young
industrialist from Delhi is driving a Ferrari – we can see the variance in the customer profile and also
their inclination towards luxury cars.
 Be it the real-estate boom or the growing number of entrepreneurs, purchase of luxury cars remains
the symbol of power, recognition, prestige and status and that is driving the numbers in the luxury car
space in India.
 Top 3 luxury brands target client group in India included young up-and-coming entrepreneurs and
corporate executives.
 As the Indian economy develops, there are more people who move into the higher middle class
bracket. They open up a new customer base altogether: there are young professionals; there is a
second and third generation of customers coming in; we also see more female customers coming in.
 Mercedes-Benz, Audi and BMW also aim to win buyers outside the ultra-rich classes with locally made
hatchbacks and smaller cars.
 “The age of the demographic purchasing luxury cars in emerging markets like India can be seen to be

97. so marketing…..
The conventional above-the
line, below-the-line combine
might not be necessarily
enough
for the luxury segment and
new
age consumers.
Require significant amount of classical above-the-line brand
building with significant amount of events for people to touch
and feel the brand which can also help in breaking into peer
groups.
Then the digital space is also extremely important now. New
dimensions include social media. Then there's peer-to-peer
marketing.
And all of this needs to be supported with a public relations
strategy.
Current marketing spend, 60% is print,
15% would be traditional online spend,
15% social media and alternative digital,
and 10% would be television and above
the line to below the line spend ratio is
equal for most of the brand in luxury
segment.
You might follow the brand for a certain period of
time but you will start believing in it when
consistently over many touch points you feel that
the brand is on the right track. You need to put
all the pieces of the puzzle together to create an
image for the brand. A modern brand needs 15-
20 different touch points.

98. Women centric IPs
 India's women consumers are now showing increasing interest in luxury cars. As more and more companies
target this segment with products and services customized to cater to women car buyers, their numbers are
beginning to make business sense. "
 Take Mercedes Benz whose stable of sedans and SUVs earlier attracted a small number of women buyers.
According to a company survey in 2012, just 10% of all Merc buyers were women. But that trend is beginning
to change thanks to the new A/B Class launch.
 These models are attracting a completely new class of customers that is typically between 25-35 years old
and the share of women buyers is much higher than other models.
 Almost all key luxury brands expect the number of lady drivers of luxury cars to catch up A good number of
luxury SUVs are being purchased by women in India and hence this is one of the special target segments for
the brands.
 Audi India initiated "The Audi Women's Power Drive", an exclusive initiatives which
brought together successful women from all walks of life to drive the Audi Q3, Audi
Q5 and Audi Q7across intense, challenging terrains last year.

99. Thank
You
 For more information please contact;
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Fountainhead Entertainment Pvt. Ltd.
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