1. A
←PROJECT REPORT
←ON
←“MARKETING RESEARCH FOR IGNITE CAR”.
←
←SUBMITTED TO: Mrs. Shailaja Manocha
←
←
←
←2008-2010
←
QuickTimeª and a
←
decompressor
are needed to see this picture.
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←
←
←
←
←SUBMITTED
←BY
←Abhishek Raj(1B)
←Amandeep Kaur(3B)
←Amber Saxena(4B)
←Chirag chopra(14B)
←Kumar Abhishek(24B)
←Naveen Kumar(28B)
←Subhashish Dutta(45B)
←Sanjib Mahapatra(6A-RBA)
←
1
2. STUDENT DECLARATION
We here by declare that the project report entitled “MARKETING RESEARCH
FOR RIPPLE CAR”. Submitted in partial fulfillment of the requirements for the
Post Graduate Program Business Mangement is our original work and not
submitted for the award of any degree, diploma, fellowship, or any other
similar title or prizes.
PLACE: NEW DELHI
DATE:
2
3. ACKNOWLEDGEMENT
We are sincerely thankful to Mrs. Shailaja Manocha (Faculty of Marketing
Management) for guiding us throughout the project. This Research work that
she gave, helped us to understand how things are done in real world and we
have learnt a lot from this fieldwork.
We would also like to thank all the people who filled the questionnaires
through which we got essential data, which helped us .
Last but not the least we would like to thank each and everybody who
supported us and gave us his or her valuable suggestion for the completion of
this project.
3
4. Table of contents
Serial no Title Page No
1. Executive summary 5
2. Introduction 6
3. Objective of survey 11
4. Research methodology 12
5. Analysis 14
6. Finding 28
7. Conclusion 29
8. Questionnaire 30
9. Excel sheet 32
10. Bibliography 33
4
5. EXECUTIVE SUMMARY
Pebble is launching a new low-cost car, the Ripple, in Indian markets.
We will compete with existing companies by offering a vehicle with
better amenities while keeping the price affordable. We are targeting the
rapidly growing middle class customers who desire a slightly better low-
cost car as well as businesses who desire to add low-cost cars to their
current fleets.
Our main objective is to capture between 6-7% of the Indian market
share with first year sales of 100,000 cars. Our financial objective is to
achieve $700 million in revenue the first year and to keep losses at less
than $150 million. We foresee breaking even midway through our
second year of production.
PEBBLE is a pioneer automobile company in India, which has already
introduced many 4 wheelers and now it is introducing a new car, which does
not require any conventional energy source, which is a great innovation in
technological world. Pebble got this name from the vision that a small pebble
can generate big waves in the world of technology and innovation similar to a
pebble thrown in a sea or any source of water.
The car name is ripple because this is the first wave of technological
innovation generated by pebble.
PEBBLE will launch its first car in India as a pilot car after that it will expand its
business in all over world.
Keys to Success
• Precisely good technological automobiles.
• Follow through on all commitments, both to vendors and customers.
• Strict financial controls.
Mission
It is Pebble’s mission to create the finest quality automobiles in the market. It
will emphasize good quality, comfort and a realistic safety margin for all of our
products.
SITUATIONAL ANALYSIS
5
6. Pebble was founded 1 year ago by five business partners with automotive
industry experience. They are about to enter the exciting low-cost car market
in India, where competition is starting to heat up.
The size and buying power of the Indian middle class is rapidly increasing,
but price still remains the main driver when purchasing a vehicle.
Approximately 1.5 million new small cars are sold in India each year and Tata,
India’s leading vehicle maker, is looking to capture a sizable chunk of that
market with their recent introduction of the Tata Nano . . . a sub-compact car
costing only $2,500.
To position ourselves successfully in this market, Pebble is targeting
customers who may want a low-cost car that is a notch above the Tata Nano.
We also plan to offer optional features that are highly valued by potential
customers.
MARKET SUMMARY
Pebble market consists of customers who are looking for a low-cost car but
want something a little better than what the price leader offers. It also
consists of customers looking for options that allow them to customize their
vehicle to some degree. In addition, we will be marketing to businesses
looking to add low-cost cars to their fleets and concentrating on filling all
orders in a timely manner.
Low-cost car customers currently have very little to choose from as far as
options go. We will offer our customers the standard options for low-cost cars
(color, A/C, etc.), but intend to differentiate ourselves by offering options
above and beyond the norm options such as sunroofs, air bags and MP3
players.
TARGET SEGMENT CUSTOMER NEED BENEFIT
Middle Safety Airbags, tubeless
Class Space tires
family economic Seating for 5,
large trunk space
6
7. Bachelors To be in style Spoiler, sunroof,
High milage multiple color
Economic schemes
MP3 player
Business Safety Airbags, tubeless
Desirable Rental tires
Car Spoiler, sunroof
Fuel Efficient High kpl, LPG,
CNG options
SWOT ANALYSIS
STRENGTHS
1.Multiple options
2.Innovative design
3.Extensive customer support
WEAKNESSES
1.Lack of brand awareness
2.Lack of foreign market
OPPORTUNITIES
1.Increasing demand for low-cost cars
2.Economy and the price of oil
THREATS
1.Increased competition
2.Chinese manufacturers
COMPETITION
Even though gas prices have dropped lately, the fact is the world is looking for
alternative fuels and the market is wanting to find more efficient ways to
travel. Getting a smaller car is one option, because smaller cars are more
efficient than big ones. In fact, the future of the automobile may be the small
car.
Main competitors are:
TATA NANO
MARUTI
HYUNDAI SANTRO
7
8. PRODUCT OFFERINGS
Pebble offers following standard features in Ripple:
Child safety rear door lock Remote fuel door opener
system Remote trunk opener
Power locks Rear double folding seat
Overhead lamp Front air bags
Front and rear speakers Choice of standard paint
Ashtray schemes
A/C Cell phone charger
Heater Tubeless tires
Power steering Seating for 5 people
Power windows Large trunk space
Options include:
Sun roof Spoiler
Sport paint scheme Premium wheel
MP3 player Premium speakers
Satellite Radio LPG/CNG kits
OBJECTIVE:
Our main objective is to capture between 6 and 7% of the Indian market share
with first year sales of 100,000 cars. Our financial objective is to achieve
$700 million in revenue the first year and to keep losses at less than $150
million. We foresee breaking even midway through our second year of
production.
In our second or third year, our objective will then be to enter the Foreign
markets if we succeed. With current safety, fuel efficiency and emissions
standards, we would try to upgrades with additional air-bags, side-impact
beams, catalytic convertors and better fuel efficiency which would add $1000
to the cost of the vehicle.
8
9. Our main marketing objective is to focus on the customers' wants and needs
and, at the same time, offer a variety of options that some customers may
want. This will allow us to effectively influence and persuade the customer to
purchase from us. The reason we decided to launch a low-cost car is the fact
that entire families, sometimes four people, would ride on a bike together.
The Indian market is rapidly changing to where people can afford a car and
spend time together. It virtually frees them from a world of overcrowded
trains, precarious rickshaws, taxis they can’t afford and packed buses.
We want to provide a “Car 4 All”, which is affordable and meet safety
requirements, emission norms and fuel efficiency standards. Every person
who has a desire for a vehicle will look to Ripple to fulfill this need.
TARGET MARKETS:
The low-cost car is clearly intended for the masses. It is huge market for the
first-time car buyer in India despite the increasing number of cars in the urban
and semi-urban areas.
Primary Consumer Market: Our primary target market is the 4-person family
who cannot afford a car today. We foresee a large rural demand for this car –
i.e. a whole new market will be opened and a productivity and lifestyle
improvement will be created that will benefit the Indian economy and
ultimately the global economy.
Secondary Consumer Market: Our secondary target market is consumer who
may have already purchased their first car and is looking for a similar low-cost
car that they can add more features in order to make it the car of their choice.
Primary Business Market: Our primary business market consists of the many
rental car companies in India. It has various standard safety options along
with its attractive styling, which make it appealing as a rental car.
9
11. ←Psychographic Segmentation
←SEC-A1,A2,B1,B2,c
←
←Behavioral Segmentation
←Benefit: - Economic ,Fuel- efficient
POSITIONING:
When you hear about the RIPPLE, the obvious temptation is to assume
something like “Cheap Thrill”, but we would like to position it as a “Car 4 All”.
So, this car can be the fulfillment of a dream of all great Indian classes.
Though it is cheap, it is no less than a Ferrari for the people who will buy it,
because it gives them membership to a exclusive club.
The Ripple seems as smart, hi-tech and intelligent.
It isn’t just about a car, but about a way of life i.e. a greater friendliness with
the environment around us, less emissions, more space, clean, simple design
.So it is environment friendly car.It has benefit positioning.
PRODUCT LEVELS:
Core benefit: Transportation
Basic product: a small car
Expected product: a car with good quality ,service, stylish, milage and economic
Augmented product: hybrid car with double coil dynamo.
CUSTOMER PERCEIVED VALUE
Total customer benefit- Total customer cost-
Product benefit-H Monetary cost-L
Service benefit-M Time cost-M
Personnel benefit-H Energy cost-M
Image benefit-M Psychological cost-M
CPV>1
STRATEGIES:
4 P’s
PRODUCT
The Ripple will be sold with a 160,000 km warranty. We will introduce
additional models in our third year of operation after we have raised
awareness of our brand and streamlined the manufacturing process.
11
12. PRICING
The Ripple will be priced at an average of Rs.2.5 Lacs per car. We intend
to make the Ripple our cheapest model so that when we expand our line of
cars.We feel that this price will be best to afford for such good features.We
use value pricing.
DISTRIBUTION:
We plan to set up private dealerships throughout the market (at least one in
each district area). These dealerships would be given a 4-5% commission on
sales and be responsible for all maintenance service.
We also plan to set up an extensive web site where customers can design
their own Ripple and give an order so that they can take in to the nearest
dealership.
1-level channel
MANUFACTURER
DEALER
CUSTOMER
MARKETING COMMUNICATIONS:
We will use various methods of communication to differentiate our product
from our competitors. We plan to use billboards and a word-of-mouth
campaign before we begin production to generate buzz. Also pre-production,
we will host a contest on our website to see who can build the best Ripple.
We plan on using the media partner advertising agency to help us in
designing magazine and internet ads that convey the value and uniqueness
of the Ripple.
ACTION PROGRAMS:
The Ripple will be launched in July of 2010. Our first six months of action
programs in 2010 follows:
12
13. April – We will launch a billboard campaign that will signal the arrival of a new
vehicle without giving any of the details away. We will also launch a word-of-
mouth campaign on several highly used automotive blogs. These strategies
will help create buzz before we begin production.
May – We will attend auto trade shows and unveil the Ripple at the largest
venue possible.
June – We will begin our advertising campaign on newspapers, magazines
and online. We will host a “Lets Build The Best Ripple” contest on our
website. We will also distribute displays and signage to our dealerships.
July: We will roll out Ripple to our dealerships for retail sale. We will distribute
customer satisfaction surveys after every sale.
August – We will set up booths and sponsor contests all over India that will
encourage tto compete for the most sales.
August – We will work with the media agency to develop new advertisements
that will refresh our advertising campaign. We will analyze results from the
customer satisfaction surveys and make necessary adjustment.
MARKET RESEARCH:
RESEARCH METHODOLOGY
To carry out this research study the following methodologies have been adopted:
The study is based on both primary research and secondary research considering the
type and nature of data required for the study.
PRIMARY RESEARCH
To carry out a Primary research (manual research) the following have been carried
out.
QUANTATIVE RESEARCH
To collect the primary data from various targets segment, a set of questionnaire have
been developed.
Before carrying out a comprehensive quantitative research, a pilot survey for testing
of all type of questionnaire have been carried out.
After successful of pilot survey, a comprehensive manual survey has been carried out
in all desired location. A set of all type of questionnaire is enclosed as Annexure.
SELECTION OF SAMPLE
To select the right respondent in each category, a purposive stratified random
13
14. sampling method have been used.
←
SECONDARY RESEARCH
←
←To carry out secondary research, a number of website related to automobile has
been included. The main website are
←
←World Tourism Organization
←World Travel and Tourism Council
←Incredible India.com
←
←SAMPLE SIZE
←
←The total number of sample size is 30 based on random stratified sampling.
←
←
←
←FINANCIAL PROJECTIONS:
←
←We are projecting an average price of $7,000 per car with a sales volume of 100,000
cars resulting in first year revenues of $700 million. Projected variable cost per unit is
$5,000 and we are anticipating a first year loss of less than $150 million.
← With $300 million in first year fixed costs, our analysis indicates that we will
break even midway through our second year of production when we achieve 150,000
in sales volume.
←
←$300,000,000
←------------------- = 150,000 units
←$7,000 - $5,000
←
←CONTROLS AND IMPLEMENTATION
←
←We have developed routine audits that will monitor product quality at our
production facilities as well as surveys to measure customer satisfaction. We have
also put together a reporting system that will be placed at maintenance facilities that
will track maintenance issues with our vehicles. In addition to these monitoring tools,
we will closely track monthly sales and expenses, being mindful of any deviation
from the plan and taking appropriate corrective action.
←
←
←
←
←
←
←
←
←
14
15. ANALYSIS
Q1. Do you want to buy a car?
(1) Yes
(2) No
120%
100%
100%
80%
60%
40%
20%
0%
0%
Yes No
Finding: 100% respondents said they want to buy a car.
15
16. Q2. What is the price range for your new car? (In lakh)
(1) 1.5-2.0
(2) 2.0-3.0
(3) 3.0-4.0
(4) 4.0-5.0
(5) Any other
45.00%
40.00%
40.00%
36.67%
35.00%
30.00%
25.00%
20.00%
16.67%
15.00%
10.00%
6.67%
5.00%
0%
0.00%
Finding: Most of people said 2-3 lakhs is the price range of new car.
16
17. Q3. Rate the factors you consider before buying a car according to their
importance.
Price of the car
(1) Extremely unimportant
(2) Not important
(3) Average
(4) Important
(5) Extremely important
25.00% 23.33%
20.00% 20.00% 20.00%
20.00%
15.00% 13.33%
10.00%
5.00%
0.00%
Average
Important
No important
Extremply important
Extremely unimportant
Finding: Most of people said before buying a car Price of the car is
extremely important
17
18. Q4. Rate the factors you consider before buying a car according to their
importance
Brand value of company
(1) Extremely unimportant
(2) Not important
(3) Average
(3) Important
(4) Extremely important
60.00%
53.33%
50.00%
40.00% 36.67%
30.00%
20.00%
10.00%
10.00%
0.00% 0.00%
0.00%
Average
Important
No important
Extremply important
Extremely unimportant
Findings: Most of people said before buying a car brand value of company
is extremely important
18
19. Q5. Rate the factors you consider before buying a car according to their
importance
Styling and design
(1) Extremely unimportant
(2) Not important
(3) Average
(4) Important
(5) Extremely important
30.00%
26.67%
25.00% 23.33% 23.33%
20.00%
20.00%
15.00%
10.00%
6.67%
5.00%
0.00%
Average
Important
No important
Extremply important
Extremely unimportant
Findings: Most of people said before buying a car Styling and design
is important not extremely important.
19
20. Q6. Rate the factors you consider before buying a car according to their
importance.
Family needs
(1) Extremely unimportant
(2) Not important
(3) Average
(4) Important
(5) Extremely important
50.00% 46.67%
45.00%
40.00%
35.00%
30.00% 26.67%
25.00%
20.00%
15.00% 10.00% 10.00%
10.00% 6.67%
5.00%
0.00%
Average
Important
No important
Extremply important
Extremely unimportant
Findings: Most of people said before buying a car family need
is important. It means before buying a car they consider also family.
20
21. Q7. Rate the factors you consider before buying a car according to their
importance
Functional specification
(1) Extremely unimportant
(2) Not important
(3) Average
(4) Important
(5) Extremely important
30.00%
26.67%
25.00% 23.33% 23.33%
20.00%
20.00%
15.00%
10.00%
6.67%
5.00%
0.00%
Average
Important
No important
Extremply important
Extremely unimportant
Findings: Most of people said before buying a car function of car
is important .
21
22. Q8. Rate the factors you consider before buying a car according to their
importance
Fuel efficiency
(1) Extremely unimportant
(2) Not important
(3) Average
(4) Important
(5) Extremely important
70.00%
60.00%
60.00%
50.00%
40.00%
30.00%
30.00%
20.00%
10.00%
10.00%
0.00% 0.00%
0.00%
Average
Important
No important
Extremply important
Extremely unimportant
Findings: Most of people said before buying a car Fuel efficiency
is extremely important .
22
23. Q9. Rate the factors you consider before buying a car according to their
importance
After sales services
(1) Extremely unimportant
(2) Not important
(3) Average
(4) Important
(5) Extremely important
35.00%
30.00%
30.00%
25.00% 23.33%
20.00%
20.00%
15.00% 13.33% 13.33%
10.00%
5.00%
0.00%
Average
Important
No important
Extremply important
Extremely unimportant
Findings: Most of people said before buying a car after sales services
is important .
23
24. Q10. Rate the factors you consider before buying a car according to their
importance
Availability of spare parts
(1) Extremely unimportant
(2) Not important
(3) Average
(4) Important
(5) Extremely important
60.00%
53.33%
50.00%
40.00%
30.00%
23.33%
20.00%
10.00% 10.00%
10.00%
3.33%
0.00%
Average
Important
No important
Extremply important
Extremely unimportant
Findings: Most of people said before buying a car availability of spare parts
is important.
24
25. Q10. Rate the factors you consider before buying a car according to their
importance
Resale value
(1) Extremely unimportant
(2) Not important
(3) Average
(4) Important
(5) Extremely important
120%
100%
100%
80%
60%
40%
20%
0%
0%
Yes No
Findings: Most of people said before buying a car resale value
is important.
25
26. Q13. Would you like to buy a new car that can run without fuel?
(1) Yes
(2) No
120%
100%
100%
80%
60%
40%
20%
0%
0%
Yes No
Finding: 100% respondents agree to buy a new car that can run without fuel.
26
27. Q14. To what extent do you think this car is more competitive than other car?
(1) Low competitive
(2) Highly competitive
120%
100.00%
100%
80%
60%
40%
20%
0%
0%
Low competitive High competitive
Finding: 100% respondents said this car is more competitive than other car.
27
28. FINDING
• Price of the car is very important.
• Brand value is what people look before buying a car.
• Family need is very important for people who are going to buy lower
segment car.
• Fuel efficiency is utmost important for people in current economy
scenario.
• Availability of spare parts and after sale service is also important.
28
29. CONCLUSION
People are more interested in buying cars which give the mileage fulfill their
family needs has a good service network and is both fuel and cost efficient at
the same time thus fulfilling the needs of a family of middle tier.
29
30. Questionnaire
Questionnaire (TG: General Public)
INTRODUCTION: Good Morning/Afternoon/Evening. I am a Student of EMPI
Business School. As a part of my course curriculum. I am carrying out a research
project. The topic that I have chosen for research "Marketing research for Ripple car”.
Your response will help me carry out the research project successfully. I would like to
mention that your responses would be used together with responses from several other
people like you. Can I speak to you for 10 minutes?
Name of the
respondent
Contact No:
Email id
1. Do you want to buy a car?
(1) Yes (2) No
2. What is the price range for your new car? (in lakh)
(1) 1.5-2.0
(2) 2.0-3.0
(3) 3.0-4.0
(4) 4.0-5.0
(5) Any other
Rate the factors you consider before buying a car according to their importance.
Extremely Not Not Not Extremely
unimportant important important important important
3. Price of the
car
4. Brand value
of company
5. Styling and
design
30
31. 6. Family
needs
7.Functional
specification
8. Fuel
efficiency
9. After sales
services
10.Availability
of spare parts
11. Resale
value
12. Any other factor that you consider important:
13. Would you like to buy a new car that can run without fuel?
(1)Yes
(2) No
14. To what extent do you think this car is more competitive then other car?
Low competitive 1 2 3 4 5 Highly competitive
15. How useful do you think this car will be?
_____________________________________________________________
31
