Competitive Market Analysis Of Ford

Eco Sport Motor Car

group no:- 1st


KALPESH SONKURE
EKTA PATEL
RIDDHI SALIYA
SUCHIT THAKOR
DHARTI VANKAVALA
DAXA VORA
MOHIT WANKAVALA

S. R. LUTHRA INSTITUTE OF MANAGEMENT
THE COMPARISONS WITH OTHER LEADING
PLAYERS PROVES THE ABOVE MOTIONED
STRATEGY WAS BENEFICIAL


Ford EcoSport v/s Mahindra Quanto People opting for the C6 or
C8 variant of the Quanto are very likely to opt for the base EcoSport
diesel which comes in at a cheaper price. The Quantos top variants
are priced at Rs. 8.06 lakhs and 8.64 lakhs, while the diesel
EcoSport Ambient is priced at Rs. 7.93 lakhs and the Trend variant
is priced at Rs. 9.01 lakhs.

FORD ECOSPORT SUGGESTIVE MARKETING
POSITIONING

Mother Brand Ford is an American Automobile
manufacturer who has been in India since 1996 with its
car Ford Escort and has launched cars across
categories, It has tasted fair amount of success with
Ikon, Fiesta, Endeavour, and Figo. So far Figo being
the most successful from its arsenal.

COMPETITION STRENGTH AND WEAKNESS

After Sales Value/Service,
Indirect Easier maintenance competition
Lacks Lesser priced

COMPETITION POSITIONING WITH MS ERTIGA

Mileage
Space
Convenience Proposition
TV
Print
Web banner
Product placement

COMPETITION POSITIONING WITH MAHINDRA
QUANTO
It talks about :
Mileage,
Convenience,
Compares to hatchback Proposition: Better than a
hatch USP
Mother brand SUV maker Media: TV, OOH, Print,
Web banner, SNS pages
FORD ECOSPORT CURRENT POSITIONING
Positioning Map Performance Brand Value / Premium
Value/Cost Duster Ertiga Quanto Ecosport With only price and
feature difference, brands in Compact SUV/MUV segment have
generic positioning and lack brand personality
Suggested Positioning Performance Brand Value / Premium
Ecosport Positioning of Ecosport currently is very generic.
Ecosport is following the compact SUV segment trend of being
generic. Since the product is exceptional; a generic position is
cluttering the segment and underutilizing the opportunity of
being distinct.
ECOSPORT VS. QUANTO EQUALLY MATCHED
COMPETITORS
Fords EcoSport has met with tremendous positive response equally from
critics as well as customers With order copy already registered bookings of
round about 30,000 units.
Ford has no time to even celebrate its success as revamping of production
capacity and early delivery of the vehicles have become their utmost priority
Mahindra Quanto, one such competent rival of Eco Sport, has now included
some of these attractive tactics in its overall package to lure the potential
customers of Eco Sport.
Although initially lack of focus, inefficient marketing and spineless positioning
strategy of Quanto has resulted in unanimated sales performance but now
the things have changed drastically.
With clear and distinctive emergence of the urban SUV segment, Mahindra is
all set to revisit this rapidly emerging pie of Indian auto market
OUTER PROPOTIONS

Quanto and Eco Sport fit the bill of the two extremes of a design continuum
with each one taking firmly its position on the opposite ends.
While the Eco Sport can be described by sleek, stylish and contemporary
adjectives; Quanto will end up with the connotations of bulky, bland and a lit
boxy design. However the rear mounted spare wheel on bit the cars add to
their respective appeal however things look sharper and proportioned on Eco
Sport.

Eco Sport is anew styling champ in town. With its massive open mouth grill
and high stance, it looks a part. Steeply raked windscreen and high bonnet
line are some of the distinguished features of its fascia while profile look has
been accentuated by the sleek waist lines.
Beefed arches have the pretensions of a SUV though tires look a bit skinny.
Rear too blends in the overall profile seamlessly with wrap-around
windscreen while rear door handle neatly incorporated in dummy tail lamp is
an innovative touch. Overall fit-finish is commendable though the quality is
not flawless. Built feel flimsy in-between and seems unready to take the off-
road abuse.

Similar problem we have encountered in quanto built feel and it
is in fact plagued with this low quality aspect worse than the eco
sport. Big bulky and up right looks have nothing to win you over
though there are multitudes of practical and thoughtful touches
quanto comes with.
Being significant taller than eco sport (180 mm) quanto
effectively uses the roomy and space feeling. Glass area too
has been not at premium like eco sport and along with wider
stance gives quanto a handsome edge over the eco sport in the
practicality and space. Still there is no denying in the fact that it
cant hold a candle with the contemporary and futuristic design
of eco sport
SPCAE & ROOM
On the crucial aspect of space and practicality, Quanto takes
the edge though this advantage is later nullified when the quality
of the cabin comes in question.
Being a significant wider and taller offering, Quanto wins hand
over the Eco Sport as its cabin feels quite wider and roomier.
Head room is significantly more than Eco Sport and rear too
feels a bit easy on the passengers.
Higher driving position gives a commanding view of the road
and this aspect feels more adorable once you shift to Eco
Sports driving seat
LUNGS CAPACITY

Eco Sport which is happy to rev at high rpms too until it is not
shifted early.
Top end and high end performance seem to be better enjoyable
in Eco Sport rather in Quanto.
Eco Sports gear box will won you over instantly than the
imprecise and a bit notch sensation of Quanto.
Both cars have well matched gear rations for city driving but the
cruising on highway is far better experience in Eco Sport than in
Quanto.



BEHIND THE WHEELS
Eco Sport uses MacPherson strut and semi-independent twist beam for its
slightly narrower 195 mm wide profile tires.
Ride and handling always been the forte of Ford and Eco Sport is no
different.
Expect the low speed ride which is a little stiff.
Eco Sport is a marvel of dynamic abilities.
CONT.
Even with a raised stance, Ford has beautifully calibrated the suspension of
Eco Sport and steering feedback is also a plus point even at high speeds.
Combinations of disk-drum brake feels adequate and small turning radius
make it quite a breeze to drive in city.
Eco Sport feels planted and sure footed.
Quanto on the other hand has good low ride cushioning but from there on it
accede the turf to Eco Sport on all accounts.
lacks the accuracy and most importantly the precision of Eco Sport.


EXPANDING THE TOTAL MARKET
Versions and engines
Restyling
Safety and comfort features
Mileage
Marketing:-
India
Europe

FORD ECOSPORT VS. RENAULT DUSTER

The Indian automotive industry is booming with a great demand
for the compact SUVs.
It was Renault to introduce this segment in India by launching
the Duster that instantly gained the popularity.
The American auto-manufacturer Ford launched the EcoSport in
India against the Duster, which proved to be a genuine rival of
the French SUV with good looks, comfort features and
performance.
CONT.
Modern styling and sporty body build make the Ford EcoSport a
head-turner. Renault Duster too carries an aggressive and
masculine personality that appeals at very first glimpse.
The design of both the crossovers is the subjective aspect that
completely depends on the personal choice of a buyer. So in
terms of exteriors, both are neck and neck.

CONT.
Unique modern styling of EcoSport has been carried over to its
interiors as well.
Though, the cabin feels small and dark with its black theme, but
its enough spacious to accommodate five passengers
comfortably.
However, the small boot space is an issue. On the other side,
the Duster is quite a spacious and rich vehicle from inside,but
the plastic quality isnt up-to the mark.
The sophisticated features and buttons layout could be fussy for
a new driver. But, once you get used to of it, all gets perfect.
CONT.
The EcoSport is available in three engine options two petrol
and one diesel.
Whereas, the Duster has one petrol and two diesel engine
options. With high refinement levels, the diesel engines of the
both the cars produce an impressive torque outputs.
However, the Dusters K9K diesel engine is relatively nosier and
the significant turbo lag of the EcoSport diesel disappoints
CONT.
In terms of handling and performance, both the engines score
same grades.
But, when it comes to city driving, the Duster diesel feels more
revved-happy and peppier. The body roll is well controlled.
The light steering and monologue body construction contribute
to the ride quality of the Duster, so as is the case with the
EcoSport.
CONT.
In terms of styling, features and performance, both the SUVs
give a tough competition to each other.
But, with the competitive pricing the EcoSport leads the race,
especially in cost-conscious Indian market.
The Duster is nearly Rs. 2 lakh more expensive than the
EcoSport.

Thank you