Luxury Marketing

Group 1

Himanshu Bharuka I Lakshay Virmani I Kanwar Digvijay Singh I Jayant Raj Mohan I Jaliparthy Pavan Kumar
 About the Industry
 India has a huge potential for vehicles
and possesses very high potential for
luxury cars. Luxury car market in India
 At present the penetration of luxury
cars in the country 1.2%. Luxury cars
sales in the country have increased at Mercedes BMW Audi
a rapid pace since 2012, with
approximately 17% rise in sales in 2017 2012 2017 2012 2017 2012
2017, with Mercedes-Benz

7876
9800
15,300
dominating the market studied.
Mercedes sold 15,300 units in 2017 at
a growth rate of 15.63%. Whereas,
the BMW sold 9,800 units at a growth

8475
rate of 24.66% and Audi sold 7,876

6675
13,100
units in 2017.

GROWTH OF 18%
GROWTH OF 24.66%
GROWTH OF 15.63%
04 Market Trends
- The Indian
luxury market is
anticipated to
rise by 23% Future
Threats
- High GST rates,
during next 5 high import costs
years - Luxury SUVs and also shift to
petrol are the
are witnessing
factors affecting
rapid growth in growth.
the country - Pre-owned Cars
04 B
- German MNC
which produces
automobiles
and
motorcycles. M
W
- Owns Mini
Cooper and Rolls
- Started as an - Headquarter Royce
aircraft - Have various
ed in Munich
manufacturer. - Operates in models ranging
from 1 series to 8
all global series
countries
 Ultimate Driving
Machine

Positioning

German
Social Status
Engineering
Focus on EV’s.

More than 1,40,000 cars delivered

European Leaders

Electrification of Manufacturing
processes by 2020 worldwide
Already Electrified Europe
Indian • Status Symbol
Buyers • International Parity

Youth •• Potential Consumers

Brand Involvement

Sales
• Brand Ambassadors
Personal

Innovation
49 Point of Sale as on Date Deeper into Tier 1&2 cities

Agra
Bhopal __16 Lakhs +
__18 Lakhs +
Patna
__17 Lakhs +
Rajkot
__19 Lakhs +
Vizag
__17 Lakhs +
 Lakhme
NH7/
Fashion
Sunburn
Week

Sula Wine
Filmfare
Fest
EVENTS
Should come up with accessories other than sports.