Challenges in designing marketing mix strategics for a small sized car.

Discuss the challenges in designing marketing mix strategics for a small sized car priced at Rs. 1 Lac for the Indian market.

Marketing strategy means the game plan that the marketer will use in attaining the objectives of the business. In other words, it represents the broad marketing thrusts that will be used
Ford icon cars
Ford icon produces items like Zen, Maruti800, and Alto. Ford was allotted to the pinjore unit in view of its location in the natural market zone for cars.
To supplement ford icon production, a second car assembly line for 45 HP and59HP cars has been in operation.
Overall Marketing Objectives and strategy A marketing objective
1) Directional Mission: Diversification of its product range to provide cushion for cyclical variation in the machi9ne tool market.
2) Goals: Specific goals in the next years for cars are:
a) Sales in term of number and value of cars
b) Sustained growth in volume per annum. B Product Strategy
From assembling cars from CKD (completely knocked down) imported components, to fully indigenising its manufacture over a span of five to seven years through planned and systematic reduction of imported content. Later to acquire design capabilities for developing cars of different HP.
The production of cars began at Japan and later design capabilities were acquired and 35 HP and 45 HP cars were developed. The 59 HP cars is an advanced stage of indigenization —
To develop research and development center for prototype assembly, engine testing, sub¬systems testing, test farms and tracks to stimulate the toughest field conditions.
C competitive Strategy
• To have the widest range of cars and variants on its regular production schedules as a differential advantage vis-a Vis its competitors.
• Anticipations about sales that ford will take away from different well-established
manufacturers in the field including increase in market share.
Since the competitors are expected to respond through appropriate competitive strategies the company plans to develop and maintain its .technological and widest range superiority. D Segmentation Strategy
1) Customer Targets
a) Marketing efforts will be directed at haryana, Punjab, U.p., Bihar, Rajas than, M.P and other states in the westenvand southern parts of the country.
b) Variants like Zen, alto, wagon-R, will be development and marketed to suit different types of needs of farmers.
E Support strategies
The key elements in ford icon's marketing support programme are as follows:
1) Participation in exhibitions is one important method that will be used to promote the sale of ford icon cars.
2) Price strategies
3) Distribution and service.