Mini Cooper: Expansion and Launch in India

miniskirtskirt deliver Expansion and Launch in IndiaTHE PRODUCT mini COOPER IN INDIAINTRODUCTIONThe mini make is a sm altogether rail political machine that was produced by the British Motor bay window and its successors from 1959 until 2000. The original is diged an icon of the 1960s, and its space-saving front-wheel-drive layout that onlyowed 80% of the ara of the cars floor pan to be used for passengers and luggage influenced a gene dimensionn of car-makers. In 1999 the mini was voted the here and now nigh influential car of the 20th Century, female genital organ the Ford mildew Ti.This distinctive two-door car was designed for BMC by Sir Alec Issigonis. It was manufactured at the commodious bridge and Cowley plants in England. The mini Mark I had three study UK updates the Mark II, the Clubman and the Mark III.The Mini Cooper is a sports car that was happy as rally cars, winning the Monte Carlo Rally four clock from 1964 through and through to 1967. Initially Mi nis were marketed under the Austin and Morris lay downs, as the Austin sevener and Morris Mini Minor, until Mini became a marquee in its own aright in 1969. The Mini Cooper was again marketed under the Austin pretend in the 1980s.AWARDS AND POPULARITYThe Mini has won m any(prenominal) awards over the years, perhaps the most not fitting includes Car of the Century, Number One Classic Car of all told Time and European Car of the Century. The Mini managed second place behind the Model T Ford for Global Car of the Century in that same poll. In the end 5.3 million Minis were sold, do it by utmost the most popular British car ever made. Thousands of these are wind slightness on the avenue, with the remaining pre-1980s versions creation firmly established as collectors events. At its peak, the Mini was a strong seller in most of the countries where it was sold, with the coupled Kingdom inevitably receiving the upliftedest volumes. It was a huge seller in the mini-car market. It was 16 years before the Mini received a serious holy terror to its changes success.INFORMATION ABOUT THE PRODUCTSMINI HATCH The new Mini First lead be Minis most lureively-priced model on sale in India. Starting at just Rs.8, 76,000 OTR, and the Mini First offers customers the prospect to get behind the wheel of a unique small agiotage car at an unbeatable price. Available only in look upon spring, the Mini First features the 1.4-litre petrol engine currently found in the Mini One, but with a power output of 75 hp. The frugal engine is mated to a six-speed manual gearbox as bar and great go-kart handling is ensured by the trademark sophisticated chassis of all Minis. A multi-link rear axle and independent front and rear suspension systems blend with Dynamic Stability Control to put a smile on the drivers face e very(prenominal)(prenominal) time they get behind the wheel.SEGMENTING, TARGETING AND side breakdown refers to a marketing technique that targets a group of customers with specific characteristics. In the outgrowth of set up mini cooper in India the upper household flock in the country are considered under segmentation.TARGETING refers to the selection of a bankrupticular market towards which all marketing effort is directed. The targeted market for the mini cooper go out be the young girls and the ladies sector in the country.POSITIONING refers to the efforts of influencing a consumers perception of a brand or convergence relational to the perception of the competing brands or products. Its basic objective is to occupy a choke, profitable and unique position in the looks of the consumers. With the aid of newspapers, internet and hoardings the positioning bequeath take place in the minds of consumers intimately the product.THE CONSUMERSAn individual who buys products or run for personal use and not for manufacture or resale. A consumer is some ane who apprize make the finish whether or not to leverage an item at the store, and someone who shag be influenced by marketing and advertisements.An positive definition of consumer conduct is The study of individuals, groups, or organizations and the changees they use to select, secure, use, and dispose of products, run, experiences, or ideas to satisfy needs and the impacts that these cognitive processes arrive at on the consumer and edict.Mini Cooper in India willing be mostly optred by the upper word form people of the society. This is because of the cost of the product. As the cost is higher people would prefer to buy a bigger and luxury car instead of a small and sporty car. Those people who are more(prenominal) posted and conditioned in brands and values would be influenced to buy a Mini cooper in India. Mini cooper is recognized as a girly car all over the world. Mini cooper is a car of status and pride. The scancase of consumers who prefer a Mini cooper will be a consumer of status and pride. It a sporty car as intumesce as a st atement symbol of status.Consumers do not make their decision in a vacuum. Consumer procures are influenced by four factors. They are as followsCultural factorsSocial factors in the flesh(predicate) factors mental factors.CULTURAL FACTORS purification is the part of the external influences that impact the consumer. That is, culture represents influences that are imposed on the consumer by other(a) individuals. The definition of culture is That complex whole which includes familiarity, belief, art, morals, custom, and any other capabilities and habits acquired by man person as a extremity of society Culture plays an authorized role in the buying behaviour of the consumers. As India s rich in culture and tradition, this factor acts as a major role in launching of Mini Cooper in India. As the product Mini Cooper is focused on the young girls and ladies of the society, their decisions are based on the family situations. Some women are not able to decide on their own products and o verhauls in India. They have to be depended on their family and society.SOCIAL FACTORSA consumer may interact with some(prenominal) consumers before buying a product. They may be different type of groups deal membership group and reference groups. Family decisions are besides very important inchoosing a product. Roles and status in addition play an important role in influencing the buying behaviour of a consumer. As Mini Cooper is the symbol of status and pride the consumers can show their splashy behaviour. Those are people who are concerned about image.PERSONAL FACTORSPersonal factors are based on economic situation equal his in shine, occupation, nature and self confidence and age and family life cycle stages. In buying a Mini Cooper in India a consumer has to take into circumstance his take of income as the price of the product is high. He also has to consider his age and economic situation in the society. The major part in the personal factor is a person should have a high level of personality and self confidence to buy a product.Psychological factors like motivating consumers are mainly done by advertisements, channel shows and other motivating factors. Attitudes and beliefs are very important in the process of launching a product. TheConsumers have to be puddlen more knowledge about the products. The Mini Cooper will affect the psychological factors of the customers when they acquire the advertisements.DECISION MAKING PROCESSThe act of making up your mind about something, or a position or opinion or judgment reached after consideration is called as decision making. It is the process of selecting a logical choice from among the available options. When trying to make a safe decision, a person must weight the positives and negatives of each option, and consider all the alternatives. For effective decision making, a person must be able to forecast the outcome of each option as well, and based on all these items, determine which option is the b est for that particular situation. The below diagram shows the process of decision making, and also will explain about how the decision making process affects the customers of Mini Cooper.In this model, the consumer passes through five stages job recognition, information appear, evaluation and selection of alternatives, decision carrying out, and post-purchase evaluation.Problem recognition or need recognition In the paradox recognition stage, the consumers buying process begins when the buyer recognizes the problem or need. When a consumer of an upper class society is in need of a car he recognizes the problems and the need of it. This is the initiatory stage of decision making process. When the consumers find the difference between the existing state and the desired state, a problem is recognized. In other rowing a need is recognized to solve the problem.Information search When the consumers intoxicate the problem they are likely to search for information. In this case the consumers who recognized the need for a car would search for more information about the different type of cars and they would be more attentive to car advertisements, cars purchased by their friends or relatives, and peerconversation about cars. Or they may be more actively looking information by assureing car salesrooms, talking to friends and reading car magazines etc. Through gathering information, the consumer learns more about some brands that compete in the market and their features and characteristics. After the search of information the consumers go to the next stage of decision making process. paygrade and search of alternatives Under this stage a consumers try to solve the problem and ultimately satisfying their needs. In other words, the consumers will look for problem-solving benefits from the product. The consumer, then, looks for products with a certain set of attributes that deliver the benefits. Thus, the consumer sees each product as a bundle of attributes with d ifferent levels of ability of delivering the problem solving benefits to satisfy their need. The distinctions among the need, benefits, and attributes are very important. In this case a person who wants to purchase a car will evaluate and search of alternatives to satisfy his needs.Decision implementation To actually implement the purchase decision, however, a consumer needs to select some(prenominal) specific items that are brands and specific outlets that is where to buy to resolve the problems. In many an(prenominal) situations, consumers engage in a simultaneous selection process of stores and brands. In the case of purchasing car a consumer will search a brand and in that brand they will search for different varieties in the showroom. It is also possible, that the consumer decides where to buy and then chooses one or two brands the showroom carries. Once the brand and outlet have been decided, the consumer moves on to the transaction.Post purchase evaluation The final stage in decision making process is post purchase evaluation. It is common for consumers to experience concerns after making a purchase decision. This arises from a concept that is known as cognitive dissonance. The consumer having bought a product may feel that an alternative would have been preferable. In these mess a consumer will not re-purchase immediately but is likely to successor brands next time. Post-purchase evaluation processes are directly influenced by the type of antedate decision-making process. guide only relevant here is the level of purchase involvement of the consumer. bribe involvement is often referred to as the level of concern for or interest in the purchase situation and how extensively the consumer searches information in making a purchase decision.These are the different stages of decision making process. With these levels a consumer decides when, where, why and how they buy the product. Mini Cooper is to be launched in India in two major cities of Mumbai a nd Delhi. Showrooms will be opened in these cities and customers can buy Mini from the showrooms.Perceived risk Perceived risk refers to a functional or a psychological risk a consumer feels he/she is taking when purchasing a product. Negative or unexpected consequences a consumer fears may occur as a result of making the reproach purchase decision. A high-priced, complex, durable good like an automobile has a higher perceive risk than a low-priced, consumable commodity like hand soap. The greater the perceived risk, the more likely it is that the consumer will seek information about the product and the recommendations and experiences of peers before Buying. Educated, self-confident, affluent consumers are less likely than others to perceive risk. In a situation with high perceived risk, the consumer is more likely to purchase the same brand repeatedly or to purchase a leading brand or one with performance guarantees and warranties. New products or brands will be avoided.4.0 LAUNC HING THE PRODUCTThe primary coil goal of marketing communications is to build awareness of the business, its products, and its position through customer-facing materials such as tracts, press part withs, internet, media, billboards, and road shows. Planning an integrated and invariable cross-team approach to these activities, one that reinforces a companys message with target audiences and motivates customers to buy is very important in launching a product.Mini Cooper is being launched in Mumbai and Delhi by positioning through customer facing materials like brochures, press supply, web sites, media and road shows etc. Advertising is a form of communication used to influence individuals to purchase products or military services or support political candidates or ideas. Frequently it communicates a message that includes the relate of the product or service and how that product or service could potentially benefit the consumer. Advertising often attempts to persuade potential cus tomers to purchase or to consume a particular brand of product or service. advanced(a) announce developed with the rise of mass production in the belated 19th and early 20th centuries. The major part in launching of a product is opening of showrooms. Showrooms of Mini Cooper will be more lovely and impressive for the customers. A showroom is an area where trade such as car can be displayed. It can also be defined as a room in a business set aside for the display of the companys products. The three models of Mini Coopers in different colours will be displayed in the showroom. Customers can rattle on the showroom and record book their minis hassle free without any problems. Customers are also offered with test drives if required. This will help the customers to understand practically about Mini and will also be helpful for them to buy the car with a clear mind as a result they will be happy to purchase the car without having any perceived risks in mind. Showrooms will be opene d at the commercial area of the cities so that it will be easy for the customers.BROCHURES A small booklet or nerve pathway containing promotional material or product information is known as a brochure. Its a type of folding leaflet, literary advertisement. A brochure advertises about the location, products and services. They are actually in attractive slogans and eye-catching designs. Direct mails and trade shows are common ways to distribute brochures to introduce a product or service. The two most common types of brochures styles are undivided sheet or folded booklet leaflet form. Compared with a flyer or a handbill, a brochure usually uses higher- theatrical role paper, more color, and is folded.In launching the Mini in the market, brochures are being used as one of the customer facing materials or advertisements. With the help of brochures, the people will come to know about the product and will take an initiative to visit the showroom and to check with the websites. The broc hures will be made of high quality and will be printed in attractive colorize and impressive slogans will be given. Free test drives will be added in the brochures to attract the customers. The address of the showroom and a map will be printed in the brochures for the customers. These brochures will be supplied to the existence in the commercial areas and city centre. excite RELEASE A public relations announcement issued to the news media and other targeted publications for the purpose of letting the public know about the launching of product and services is known as press release. A press release is a written or recorded communication directed at members of the news media for the purpose of announcing something claimed as having news value. Typically, they are mailed, faxed, or e-mailed to assignment editors at newspapers, magazines, radio stations, boob tube stations, and television networks. Commercial press-release distribution services are also used to distribute them.A pre ss release will be taking place one the showrooms are opened. single the basic informations will be relieved to the public. In the press Release, the description of the product and services will be described to the public. The location of the showroom will also be relieved.INTERNET advertising is rapidly evolution and is said to be the fastest growing sector within the advertising industry. The Internet has brought media to a global audience. Internet advertising ties together seminal and technical aspects of the Internet, including design, schooling and sales. Internet advertising is relatively inexpensive when compared to the ratio of cost against the reach of the target audience. Companies can reach a roomy audience with the help of internet advertising. The nature of the medium allows consumers to research and purchase products and services at their own convenience. Therefore, businesses have the advantage of appealing to consumers in a medium that can bring results quickl y.A website is introduced in the name of Mini Cooper. All the informations regarding the product is included in the website. The different models and the colors will be shown attractively to grab the tending of the customers. The customers will be given an option to book their car online through the website. The customers can also book for the test drives online.MEDIA Ever since mass media became mass media, companies have by nature used this means of communications to let a large make out of people know about their products. Two types of media advertisements are as follows print media and visual or aural media. Newspaper, magazines and internet comes under published media and television and radio comes under visual or aural media.Advertisements in celebrated newspapers and magazines will be given for the Mini Cooper. Attractive slogans like MINI HITS INDIAN ROADS will be given on magazines and newspapers with many-sided pictures of Mini Cooper. Advertisements in televisions w ill become livelier with the presence of celebrities with the Mini Cooper. radio receiver advertisements will also be given. Media will cover the major part of advertisement compared to the other types.BILLBOARDS are large outdoor advertising structures. A billboard presents large advertisements to passing pedestrians and drivers. It is highly visible in the crystalise designated market areas. Billboard advertisements are designed to catch a persons attention and create a memorable impression very quickly, leaving the lector thinking about the advertisement after they have driven departed it. They have to be readable in a very inadequate time because they are usually read while being passed at high speeds. Thus there are usually only a few words, in large print, and a humorous or apprehend image in brilliant color.Attractive billboards with impressive colors and slogans will be placed at many places in the city. These will help the consumers to be aware of the car. The billboar ds will be very simple and clear for the public. The cars will be printed on the billboards. Billboards are very useful for the public to know about the launching of the product.ROAD SHOWS are kinds of advertisement of the product. essentially a road show is nothing but a show of cars on the road in the public. These road shows will be attractive to customers as they see them on the road. Some number of Minis will be driven on the road in the city so that people become familiarized with the product launch. And they will also be set alongside the road as a road show. Different colors of Mini Cooper will also be on the road show.Discounts and offers will be given to the customers on the early stage for the development of product in the market. It is very important because customers are more attracted towards give notice and offers. Surprise gifts will be given to the first fifty customers who book Mini Cooper. The customers will be provided with the facility of Mini Cooper service stations in Mumbai and Delhi. First two services will be free of cost for the car. Cars will be picked and dropped at the customers place for service and it will also be free of charge. Accessories like seat covers, admixture wheels, music player etc will be available at the showroom. Customers can buy them at lesser prices.CONCLUSIONThus the launching of Mini Cooper will be done effectively and efficiently. Customer enjoyment is more important for a sound business. We will promise to give our best to our customers to satisfy them. Mini Cooper will maintain its level of brand and will become a great success in India. With its great success Mini Cooper will be launched in more cities with more models in India.REFERENCEHow the MINI Cooper Works, by Jonathan Strickland, http//auto.howstuffworks.com/mini-cooper.htm, retrieved 2009-12-12