Professional Documents
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Ford Ka
Presented by
Anaghh Sharma -1201006 Mareddy Markandeulu1201028 Prabhakaran-1201035 Preeti Admane -1201037 Bhagyashree Tilekar1201054 Yamuna Pandurangan1201051
FORD - Background
Worlds second largest manufacturer of cars and trucks in 1995.
Year
1994 1995
7.3% unit share of the total passenger car market in France in 1995 Sales in Europe - 26% of total $ sales Distribution of Jaguar cars
Categorization of Cars
Traditional size based market segmentation in the car industry. Europe's market for small cars was changing rapidly. Small cars category A & B - Ford Fiesta, Renault Twingo, Renault Clio,
Small Cars
Market Share in 1995 1995 Manufacturing
8%
18.1 % 36.6 %
GM Ford Fiat Re 0
20
second time buyers Divided into 4 categories as below: o A o Basic B provided product attributes that were associated with small cars in the past o Trend B provided better performance and more features o Other B provided attributes of a luxury car
Factors for product market realization 1. Income 2. Age - Small cars were sold to younger and lower income buyers.
Many larger car manufacturers entered the small car market (eg. BMW acquired Rover in 1994). 4. Renault Clio and Renault Twingo remained the market leader in small car market for 4 consecutive years
3.
Buyer characteristics
French car buyers had the below buyer characteristics
Gender Age Marital Status
Household size
No. of children in household Household income Place of Residence
reduced
Increased working women and their
Problem Statement
Inspite of increase in small car market, the Net Income was
decreasing. Changed demographics, Customers expected features similar to large cars. Fragmented small car market- not able to satisfy all the segments Success of Renault Twingo resulting in loss of market share
Birth of Ka
Fiesta brand not being able to compete in
Renault Twingo. Developed Ka using the chassis as Fiesta. Idea of marketing on the basis of innovative styling, features and manoeuvrability. Search of target market after the development of car.
Market Research
Methods- Focus groups, Surveys and Personal
Interviews.
Polarised results for styling Interior space less than Twingo
Recommendations
Marketing as a spacious family car.
senior citizens In the long run- changes in designs targeting difeerent segments such as youth, female, family etc.
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