Preview

Investigating Product Launch

Best Essays
Open Document
Open Document
2653 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Investigating Product Launch
INVESTIGATING PRODUCT LAUNCH
BMW X1 AND MARUTI SUZUKI KIZASHI
A REPORT BY – GAURAV PRAKASH JOSHI
MSc BUSINESS DEVELOPMENT SEPTEMBER 2012 EXECUTIVE SUMMARY
This report explores two product launches in Indian automobile market in the year 2011. The India launches of the BMW X1 and Maruti Suzuki Kizashi are the perfect examples of contrasting product launches of the previous year.
The research for the report is based on the current and previous year findings about the performance of these products in the Indian market.
The major findings indicate that BMW X1 launch was characterized by excellent vision and the right marketing mix. However, the Maruti Suzuki Kizashi launch lacked the commitment from the company to excel in the luxury sedan segment in India.
BMW X1 has emerged a true pioneer and created a new growing automobile segment in the Indian market. Whereas, Kizashi is a product that shows promise but Maruti Suzuki needs to rethink its strategy for the premium sedan and SUV segments where it is struggling to make an impact.

THE BMW X1 SUCCESS STORY
BMW AG
Bayerische Motoren Werke AG, popularly known as BMW was established in the year 1917 in Munich, Bavaria in Germany. The company started its business by manufacturing aircraft engines for the German army. The first car under BMW marque was created in 1928. ‘Sheer Driving Pleasure’- this is how BMW has been conquering the hearts of the automobile enthusiasts worldwide, as the BMW cars have lived up to the company motto since its inception. It doesn’t end here; the BMW group boasts other world class brands such as MINI and Rolls Royce. The presence of the group and its portfolio of brands have earned it the ninth place in Forbes list of World’s Most Powerful Brands (Forbes, April 2012). Apart from excellent engineering and clever marketing, what makes BMW special is their ability to adapt to


References: 1. Economic Times, Mar 2012 - http://articles.economictimes.indiatimes.com/2012-03-25/news/31234294_1_luxury-car-audi-india-michael-perschke 2. Economic Times, August 2012 - http://articles.economictimes.indiatimes.com/2012-08-28/news/33450266_1_diesel-cars-petrol-and-diesel-diesel-engines 3. Business Today, Nov 2011 - http://businesstoday.intoday.in/story/bmw-x1-in-indian-market/1/19848.html 4. Financial Times, May 2012 - http://www.ft.com/intl/cms/s/0/743bd13c-7635-11e0-b4f7-00144feabdc0.html#axzz2AOVHiUq0 5. Forbes, April 2012 - http://www.forbes.com/companies/bmw-group/ 6. Maruti Suzuki Wiki - http://en.wikipedia.org/wiki/Maruti_Suzuki
Continue Reading
View Writing Issues

You May Also Find These Documents Helpful

  • Satisfactory Essays

    BMW. Dream It. Build It. Drive It.
    • 367 Words
    • 2 Pages

    BMW. Dream It. Build It. Drive It.

    Culminating BMW and its brand of X3 has produced some startling numbers from 2011. It has become the best selling model in the United States producing 27,793 cars which 42% of the active customers have been linked to BMW via face book, video or other social media outlets. This Global footprint will allow the BMW to increase both import and export of the BMW series.…

    • 367 Words
    • 2 Pages
    Satisfactory Essays
    Read More
  • Good Essays

    Bmw Films Case
    • 578 Words
    • 3 Pages

    Bmw Films Case

    It took the firm about 50 years from its first automobile in 1929 to be firmly established in North America. But right when other Japanese cars entered the market in in the late 1980s, BMW went from one of the most brought luxury car to falling behind Lexus who became the number-one luxury import in the country. The brand had an outdated image and U.S sales went from 96.8 (thousands) in 1986 to 53.5 (thousands) in 1991 supported by Exhibit 1 and 4. But after taking drastic measure of reinvigorate itself in North American by introducing newer models and series that were more suitable for the North American market, a new brand image arose and BMW sales rebounded reach records level from 1996-2001. In 2001, BMW was definitely in its maturity phase where it has enough brand awareness amongst its target market that it didn’t’ need an extravagant marketing budget. In Exhibit 2, out of the luxury brands top 5 highest total sales, BMW was the second most selling brand while only spending half (62.4 million) of its competitors (134-215 million).…

    • 578 Words
    • 3 Pages
    Good Essays
    Read More
  • Powerful Essays

    Launching the Bmw Z3 Roadster
    • 1596 Words
    • 7 Pages

    Launching the Bmw Z3 Roadster

    BMW (Bavarian Motor Works) has always been a strong name associated with quality and performance in the automobile industry. From their humble beginnings as an aircraft engine manufacturer in 1916 during World War 1, they slowly shifted into manufacturing engines for motorcycles and then finally moved into full time automobile manufacturing. In 1992, BMW acquired a large stake in California based industrial design studio Designworks USA, which they fully acquired in 1995.…

    • 1596 Words
    • 7 Pages
    Powerful Essays
    Read More
  • Satisfactory Essays

    Position Paper
    • 401 Words
    • 2 Pages

    Position Paper

    Indian car market was a monopolistic market ruled by Hindustan Motors and Premier Automobiles in 1980’s. Studying this market , Maruti Udyog Ltd came up with Maruti 800 which was the first ever fuel efficient car in India which had international technology. This car became a huge success as it had all the advantages being the first mover in an untapped market. It captured around 75% of the market share and ruled the market for almost 15 years. But gradually this blue ocean market became Red Ocean as many other…

    • 401 Words
    • 2 Pages
    Satisfactory Essays
    Read More
  • Good Essays

    Internal Analysis on Bmw
    • 427 Words
    • 2 Pages

    Internal Analysis on Bmw

    Marketing strategy design success is crucial for BMW’s success. It cannot be separated from its success in brand…

    • 427 Words
    • 2 Pages
    Good Essays
    Read More
  • Good Essays

    Launching the Z3 Roadster Case Analysis
    • 1731 Words
    • 5 Pages

    Launching the Z3 Roadster Case Analysis

    BMW is one of the automobile companies with a high position in the luxury/performance segment in the United States automotive market. In 1992, BMW introduced a program to reposition the brand from “Yuppie Status Symbol” to “Ultimate Driving Machine.” This repositioning was followed up with price changes to match its new brand positioning, improving their product lines and maintaining their business strategy: “To provide the world market with luxury/ performance vehicles that were each the best in its class, with a unique and definitive positioning in the marketplace.”…

    • 1731 Words
    • 5 Pages
    Good Essays
    Read More
  • Good Essays

    Rolls Royce Market Plan
    • 910 Words
    • 4 Pages

    Rolls Royce Market Plan

    References: • http://www.gaadi.com/blog/blog-807-Rolls_Royce_bullish_about_Indian_market • http://www.jetro.go.jp/en/invest/reports/newsletter/pdf/ij_20.pdf • http://www.slideshare.net/thats4u83/b-m-w-assignment • http://www.brandchannel.com/features_effect.asp?Str_Pf_Date=2007 • http://www.slideshare.net/nermar1/rolls-royce-brand-analysis • http://www.rolls-roycemotorcars.com/ • http://www.wikinvest.com/stock/BMW_(FRA:BMW) • http://www.goodcarbadcar.net/2011/02/new-vehicle-market-share-by-brandin_02.htm • http://online.wsj.com/mdc/public/page/2_3022-autosales.html#autosalesE • BMW Group Annual Report 2010 • https://www.press.bmwgroup.com/pressclub/p/pcgl/pressDetail.html? outputChannelId=6&id=T0100153EN&left_menu_item=node__2201…

    • 910 Words
    • 4 Pages
    Good Essays
    Read More
  • Good Essays

    Bmw Marketing Strategy
    • 892 Words
    • 4 Pages

    Bmw Marketing Strategy

    BMW has been able to live on to its brand's promise due to three major factors: consistency, patience and a simple, upbeat message. It has been beating the drum for the last many years that BMW offers customers the ultimate driving machine. BMW is very, very consistent in providing the product line that echoes what the brand is all about. It's high quality and products with superior engineering quality and performance has overshadowed other manufacturers in its category.…

    • 892 Words
    • 4 Pages
    Good Essays
    Read More
  • Good Essays

    Bmw Case Study
    • 1032 Words
    • 5 Pages

    Bmw Case Study

    Bayerische Motoren Werke Group (BMW) is one of the world’s leading luxury automobiles makers. The company was founded in Germany; it employs 820,000 workers in their plants in Germany, U.S.A and South Africa. In 1959 the Quandt family bought BMW, when the company was going to go bust, now they own 46% of the BMW shares. BMW turnover was around £15.5bn; its productivity reached 820,000 vehicles in 2000. The powerful reliable performance and their luxurious design made BMW “The ultimate driving machine”. Until 1990 BMW strategy was to focus on the high performance of its products however the high competition and the rapid development of its competitors forced BMW to think of expanding its range of products to join the ranks of the auto industry super power. In 1994, the…

    • 1032 Words
    • 5 Pages
    Good Essays
    Read More
  • Good Essays

    BMW's Product life cycle.
    • 644 Words
    • 2 Pages

    BMW's Product life cycle.

    BMW car has only two-stage of product life cycle, introduction and growth stages. The X5 series and the 3 series were introduced in 2000 and 2001, respectively. Based on BMW's product life cycle, these two series are both in the Growth stage. BMW introduced three versions for each model of the 3 series. The X5 also has three different versions that satisfied different consumers' preferences. BMW's website provides a great access for its potential customers in addition to the regular dealerships. From its website, customer can easily identify BMW's promotion strategy. It also shows the competitive difference, such as the luxury car, the safest car, and the most drivable car. For BMW 3 series, advertising campaign focuses on the concept of the luxury car under fair price. For BMW X5 series, advertising campaign focuses on the technology for overcoming bad climate and rough road situation and the joy of driving.…

    • 644 Words
    • 2 Pages
    Good Essays
    Read More
  • Satisfactory Essays

    BMW Harvard Case Studies
    • 836 Words
    • 4 Pages

    BMW Harvard Case Studies

    Secondly, the launch of Z3 further supported BMW’s effort to reposition their brand from “Yuppie Status Symbol” to their much preferred “Ultimate Driving Machine”. As shown by the BMW Unit Sales History, this campaign was successful in helping BMW increase their unit sales in the U.S. and Worldwide by 10.7 thousands and 16.2 thousands respectively in a year. This is significant as the Z3 helped generate dealer traffic while stimulating interest in other BMW product line.…

    • 836 Words
    • 4 Pages
    Satisfactory Essays
    Read More
  • Good Essays

    Core Competencies with an Organisational Example
    • 536 Words
    • 3 Pages

    Core Competencies with an Organisational Example

    The Maruthi Suzuki India has a strong dealership network comprising more than 450 cities across India and a huge service network of more 2750 franchises of service outlets spreading about 1300 cities throughout India. Such a widely distributed sales and service network can help the company to relate with its customers across India and also facilitates bargaining power with suppliers and increase profitability. Also it has ‘Maruthi True…

    • 536 Words
    • 3 Pages
    Good Essays
    Read More
  • Powerful Essays

    Bajaj Auto Limited Case Study
    • 1886 Words
    • 8 Pages

    Bajaj Auto Limited Case Study

    {text:list-item} In the early 1990s, Bajaj Auto Ltd’s two and three wheelers domestic market in India became stagnated. Domestically, the two-wheeler market industry has declined by 5% between 1991 and 1992. Bajaj Auto faced severe competition with one of the world’s major manufacturers, Japan, as they produced new and improved models of the two-wheelers, which were crucial at the time (Mindak & Cook, 1984). However, had Bajaj Auto Ltd sensed the realities of the marketplace and dealt with them through specificity and understanding in the early 1980s,…

    • 1886 Words
    • 8 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Bmw 7 Series
    • 6321 Words
    • 26 Pages

    Bmw 7 Series

    BMW is a company in a very competitive environment. They compete head-to-head with Daimler-Benz in Germany as well as the new Japanese luxury automobiles hitting the markets. Through the years, BMW’s success can be attributed to their break from traditional car design and through their heavy investment in Research and Development.…

    • 6321 Words
    • 26 Pages
    Powerful Essays
    Read More
  • Satisfactory Essays

    Maruti: Corporate Strategy
    • 332 Words
    • 2 Pages

    Maruti: Corporate Strategy

    * Product Market Diversity: The present focus of the company is Generic growth, as it is revitalising its car variants to increase sales and make the product competitive in its segment. Recent changes in the interiors of Swift Dzire and SX4, and a complete make-over of the Swift are an example of the type of strategy being pursued. However, as per the press releases, the company plans to launch 15-20 new models by 2015, out of which, Ritz, Alto and Dzire will see a complete make-over models. The company has invested Rs 1,000 – 1,500 crores on product development which includes the upcoming plant at Rohtak which is expected to be functional by 2014. As quoted by Mr. Shashank Shrivastava , Chief General manager, Marketing, the company also plans to increase its rural visibility, hence this can be an indication that since the tier 1 and 2 markets are getting saturated, the company is looking for smaller markets to increase the revenue pie.…

    • 332 Words
    • 2 Pages
    Satisfactory Essays
    Read More

Related Topics