Riya Kaushik

Aditya
Misra

Team Arya
 Recall MG as a
brand
A survey Yes No
conducted among
60+ people 60 %

Over 78 percent

perceive “garages”
as a negative
connotation.
57 percent
people consider
brand image
while shortlisting Over 56 percent
a vehicle. are ready to pay
more than 14 lakhs
Around 17 percent based on the features.
people are not
willing to switch
to EVs.
 Marketing Mix -
4P’s
Product Promotion
• Update the Hector • Improve brand
as per BS-VI & Place recognition
safety norms • Introduce using story
showrooms to telling ad
promote touch & campaigns
feel for the cars • Improve product
Price
• Launch of ZS with recognition with
• Adjust the price
in-showroom focus on
along with launch
experience benefits offered
of BS-VI variants
to position – such as 24x7
Morris Garages as RSA, 8 year
a premium brand warranty period
over unlimited
miles
 Major Pain
Points
Low brand recall value Declining automobile sector:
Especially Hatchback Segment

Government stipulated norms:

BS-VI & other safety norms
Lack of adequate infrastructure:
Charging stations & Home Infra
Adoption time for Electric
Vehicles
Automatic Transmission & Quiet
operation
 Counter the Business Challenges
PESTEL
Social Challenges

Political Challenges Environmental • Brand is perceived as

foreign and tagged as
Challenges high maintenance with
• BS-VI and Safety diminishing returns
norms imposed by the • No existing challenges and mileage
from environmental • High time to
government on the
perspective
auto industry transition to EV due
(motorcycles to automatic
transmission, low
included). BS IV gets
Counter noise & limited
obsolete in 2020 mileage with less
Counter Counter
infrastructure (High
• Incorporate the BS-VI
noise to Low noise due
changes and raise the • Improvement can be made in • Highlight
higher cc)the
prices along with terms of fuel consumption, manufacturing plants in
aftermarket sales & parts
competition to re-use
India with the extensive
reposition it’s image Ad campaign launch to
change the perception
about the brand
• Ad Campaign to
demonstrate the
 Counter the Business Challenges
PESTEL

Technological Economical Legal Challenges

Challenges Challenges
• There is no existing Legal
Challenges faced by MG
• Break-even for EVs will be • GDP of India is on decline,
Motors.
delayed due to heavy automotive industry has
investment in technologies seen the biggest dip in 20
such as IoT & relatively years
low consumer acceptance • Taxi Hailing services and
Shared Ride services have
affected the consumer
behaviour for purchase of
vehicles
Counter Counter Counter

• Focus on ICE based vehicles • Providing extensive • Update the vehicles

till the EV market pulls up services such as RSA, according to the changing
in India intelligent insurance norms
premiums based on iSmart
application
• Provide HG vehicles on
platforms such as Revv,
ZoomCar to increase
product presence & push
धन्यवाद
Thank You
Danke Schön