Fern SharmaPGP30019Section A

Submitted to:Dr. Sameer Mathur

BRAND EXTENSION ANALYSISVOLVO EICHER PRO

VOLVO EICHER–PRO SERIES

REASONS FOR BRAND EXTENSION

PRO is Eicher’spremium HD Truck range

After excelling in LMD, they wanted to establish itself in Heavy DutyTrucks

With new BS4 regulations about to come in 2-3 years, Eicherwanted to pioneer in premium trucks

Volvo’s JV with Eicherenabled it to go ahead with world class features

THE BRAND –VOLVO EICHER

Products –Commercial vehicles

Founded: 1948

CEO: Siddhartha Lal

Turnover: 86 billion $

BRAND EXTENSION –PRO SERIES

GROWTH OF COMMERCIAL VEHICLES

Steady growth in

commercial vehicles over

past few years

ample opportunities for

Players in market

SHARE OF THE PIE -VECV

BRAND AND CATEGORY BREAKDOWN

VECV

LMD

HD

PRO

Tractor Trailer

Haulage

Tipper

• VECV sells Light and Medium commercial vehicles

• PRO series has Tractor Trailer, Haulage and Tipper

CATEGORY GROWTH

MANUFACTURER GROWTH

4 P’S OF MARKETING

• Haulage

• Tipper

• Tractor Trailer

Dealership Outlets

Sales Rep

• Premium priced• Most expensive

amongst premium Heavy

Duty Trucks• 50K> BharatBenz

• Diamond Club –premium customers

• Tablets

• SMS, Whatsappcampaign

• TV Ads

PRODUCT PLACE PRICE PROMOTIONS

MARKET SEGMENTATION

• Geographic Segmentation: – Tier I and Tier II cities

• Psychological Segmentation:– Focuses on functional attributes

– Comfort & Safety highlighted

– Social status

TARGET – FLEET USERS

• Automotive manufacturers– 2W/4W

• Mining

• FMCG company owners

• Rich Segment

POSITIONING

• Volvo Eicher is about

achieving social status via

owning premium trucks

that last longer

• Comfort – AC cabins

• Safety – Anti theft

REFERENCES

• http://indianautosblog.com/2014/12/volvo-eicher-to-launch-new-trucks-in-2015-163055

• http://indianautosblog.com/2015/01/eicher-pro-8000-series-launch-india-this-year-165323

• http://www.vecv.in/uploads/1429790153_Pro6KLaunchWest.pdf

• http://economictimes.indiatimes.com/industry/auto/news/industry/volvo-eicher-eyes-15-share-in-indian-heavy-duty-trucks-market/articleshow/45951868.cms