KATHOR’S

ALL NEW KREZZA

Presented by:
Group 05
• Anjali
• Arpit Jain
• Mohit Jain
• Pooja S
• Uphar
SUV SECTOR – INDUSTRY ANALYSIS (P5F)
• Various strong competitors
Competitive Rivalry - High • Each with its own diversified product lines

• Various bottlenecks for entering the sector

Potential of new entrants - Low • Customer perception negative towards
unknown brands

• Several suppliers for numerous parts

Power of suppliers - Low • Suppliers mostly small-scale players

• Buyers can easily switch to a new brand

Power of Customers - High • Zero cost involved in switching brands

• Public transport not an appealing alternative

Threat of Substitutes - • However, multiple Sedans giving tough
Moderate competition to SUVs
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 SUB-SEGMENT ANALYSIS
Market Share Remark

  FY'12 FY'13 FY'14 FY'15 FY'16 FY'17 FY'18*  

Rising market share, but target

customer - space and comfort;
Compact UV 0% 0% 12% 15% 20% 40% 42% For entrepreneurs premium
symbol; compact sounds
negative

Holds the substantial market to

Midsize 34% 43% 42% 42% 50% 40% 38%
enter. Also CAGR is healthy

Not the target segment with

Premium 8% 7% 6% 7% 4% 4% 5%
current price

Multi Utility 59% 51% 39% 37% 26% 16% 15% Declining market share

* Till date 3
 Drive Krezza Drive Power
Marketing Strategy
Target Customers Social Media Marketing
•Socially active entrepreneurs in late 30s • Facebook – post the insider video
•The ones wanting to display power and premium • Youtube – Devlope short clip ads
lifestyle promoting luxury travel
•The ones seeking family time and goes on family trip • Pintrest – Create awareness among female
audience
• Dedicate a team to develop highly
Advertising
• Convey that you stand out by placing hoardings tilted or responsive posts
upside down
• Use virtual reality for real sales Other Platforms
• Dress and display cars on entrepreneurial events – • Send traditional post cards
“Entrepreneur 2019”, JW Marriott, Delhi – July 17-18 • Ads on business magazines
• Spread through word of mouth – collaborations with OLA • Advertise on movie theatres and
and UBER drivers shopping malls

4
AUTOMATIC MODEL SALES TARGET
• Folks who drive in cities with heavy
Targeting proper traffic
• People who want to learn driving
audiences quickly

Clearing myths and • Fuel economy

educating people about • Price
automatic cars through •
Convenience
social media campaign
#GoAutomatic

• Convenient to drive
Ad campaign showing • Driver can multitask
benefits of automatic • Easier to learn
cars
5
 BRANDING STRATEGY
● An interview of CEO of the company with ET Auto
○ Announcing entry into premium segment with Krezza under Kathor Urbo
○ Sharing premium feature of the car
■ Rain sensing wipers
■ Child safety lock
● Collaboration with You tubers as purchase influencers
● Marketing communications of:
○ Product excellence and cost of ownership of the car
● Spreading the news of a celebrity gifting Krezza to his/her child
● Display customer reviews, prompt reply to customer’s technical inquiries
on option and features
● Improving perception of dealer’s authenticity and integrity

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Thank you