the conrods off-road racing sales presentation
TRANSCRIPT
FEATURES CONCEPT & VARIENTS USP USAGE OF VEHICLE COST OF VEHICLE
The Conrods
AFTER SALES SUPPORT
PRICE- 24.3%
POWER- 22.9%
FEEL &AESTHETICS-
5.7%
SAFETY ANDQUALITY- 28.6
COMFORT- 8.6%
SUPPORT- 9.9%
Customer Requirement
Life Saviors Amateur Off-Road
racer & WOMEN
ATV User due to
terrain
Professional
Off-Road Racer
• Rally Driver and
racers who race as a
profession.
• They race for Money
and Passion
• 18 - 40 years of age
• Personal money or
Auto ancillaries.
• Students taking part
in competitions,
recreational.
• They race for
Exposure and a
fortune in racing
• 16 - 28 years of age
• Sponsorship
• Beach, Mountain,
forest patrolling.
• Locomotion and
Logistics
• All age groups
• Personal money and
government sponsored
• Army, Doctors who
are in mountainous
areas.
• They race for Public
service and help
• 24 - 50 years of age
• Government or private
firms
POTENTIAL Customer
ALL TERRAIN VEHICLE POTENTIAL IN INDIA in 2015 = Rs. 27 Crore
SERVICEBILITY- 5%
SPARESAVAILABILITY-9%SUPPORT-10%
EASYMODIFICATION-10%AUTOMATIC-5%
EASY HANDLING-7%
DURABLE-20%
SAFETY PRICE POWER Comfort AESTHETICS
Design conceptualization Design considerations: Pillars of The Conrods
1 2
3 4
FEATURES CONCEPT & VARIENTS USP USAGE OF VEHICLE COST OF VEHICLE AFTER SALES SUPPORT
The Conrods
variants CONCEPTS
ENVIRONMENT
SAFETY
QUALITY
EFFICIENCY
GO GREEN MY VEHICLE
MY CONTROL
BE SAFE EFFECTIVE
YOU
Organizing races
Inculcating a habit
Adventure & Theme parks
Promoting women drivers
Providing hands on experience
THE SUPPORT CONCEPT
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7 8
FEATURES CONCEPT & VARIENTS USP USAGE OF VEHICLE COST OF VEHICLE AFTER SALES SUPPORT
The Conrods
THE CONRODS APP 9 10
11 12 BRAND FOCUS
R & D
MARKETING
AFTERSALES
Purchasing
HR
production
“MORE CUSTOMER, LESS BEREAUCRACY”
TOTAL TRANSPIRANCY
THE CONRODS FORUM MY CAR SERVICE SPARES MODIFICATIONS DISCUSS
THE CONRODS forum
ONLINE
PR
TV
THE CONRODS NETWORKING & REACH
FEATURES CONCEPT & VARIENTS USP USAGE OF VEHICLE COST OF VEHICLE AFTER SALES SUPPORT
The Conrods
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15 16
Life Saviors
Amateur Off-Road racer & WOMEN ATV User due to terrain
Professional Off-Road Racer
USED FOR PROFESSIONAL RACING
USED AS AN ANBULANCE/MEDICAL
SUPPORT IN HILLY AREAS: MEDICAL
EMERGENCY RELIEF FACTOR
USED BY MILITARY PROFESSIONALS
FOR NATIONAL SECURITY
SPECIFICALLY MADE FOR LADY
AMATEUR DRIVER: PROMOTION OF
WOMEN DRIVERS
USED FOR AMATEUR DRIVING/
RACING: INCULCATING THE HABIT OF
OFF ROADING IN THE NATION
USED ON BEACHES, GROUNDS, HILLY
& RUGGED AREAS, VALLEYS:
PROVIDING THE EASE OF EXPLORING.
SPECIALLY DESIGNED FOR
EMERGENCY LIKE FLOODS,
EARTHQUAKE AND NATURAL
DISASTERS
FEATURES CONCEPT & VARIENTS USP USAGE OF VEHICLE COST OF VEHICLE AFTER SALES SUPPORT
The Conrods
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TOTAL COST OF THE VEHICLE
Maintenance cost of the vehicle
Depreciation
Taxes & Fees
Financing
Fuel
Insurance
Maintainance
Repairs
S.No Items Cost (For 1st year)
1 Depreciation 60,000 INR
2 Taxes & Fees 6,000 INR
3 Financing 18,000 INR
4 Fuel 36,000 INR
5 Insurance 16,250 INR
6 Maintenance 6,000 INR
7 Repairs 6,000 INR
TRUE MAINTAINENCE COST 1,48,250 INR
FEATURES CONCEPT & VARIENTS USP USAGE OF VEHICLE COST OF VEHICLE AFTER SALES SUPPORT
The Conrods
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AFTERMARKET
POTENTIAL
AFTERMARKET
REPLACEMENT
VOLUME
AVERAGE
COST OF
SINGLE UNIT
(SPARE)
9
crore
3
2
0.6
1.6
0.8
0
0.5
1
1.5
2
2.5
3
3.5
0 1 2 3 4 5TRANSMISSION STEERING SUSPENSION BRAKES ROLLCAGE
MA
RK
ET P
OTE
NTI
AL
IN C
R
AFTER MARKET POTENTIAL
Product Attractiveness Probable Risks
High profits due to higher margins and lesser players.
Dominated by organised sector players
Market penetration is easy.
Limited to a few specialized dealers as dealer margin is very less
Strong entry strategy necessary to break up competitors strong hold in the market
Spot replacement required.
FOCUS SEGMENTS OTHER KEY INFORMATION
High Potential: South India
Medium Potential: North India
Low Potential: East & West India
Fast Growth in Defense and upper middle class preference of ATV
A possible entry strategy would be to sell in kits
Three kinds of coupons required for dealer/ mechanic
Sales mainly in customization market centers.
DEEP DIVE ANALYSIS
ELIMINATING CHANNELS IMPARTING POWER & KNOWLEDGE TO FINAL CUSTOMER
The Conrods
Aftermarket Division
The Conrods service
center & Finance division
PRODUCT PRICE PLACE PROMOTION PEOPLE PROCESSES
PRODUCT THAT WILL HELP YOU BREAK THE STEREOTYPES!
VALUE FOR EVERY PENNY YOU SHELL OUT!
DEEP MARKET PENETRATION WITHOUT ANY EFFORTS!
ALWAYS THERE FOR YOU NO MATTER WHAT!
YOU MATTER!
QUALITY IS NOT A DAYS WORK! ITS A HABIT!
“MORE CUSTOMER, LESS BEREAUCRACY”
TOTAL TRANSPIRANCY
MORE
CUSTOMER
FOCUSED
SALES POLICY