Beruflich Dokumente
Kultur Dokumente
Submitted by, Group VI, Marketing B Nupur (08PG321) Pavan (08PG326) Yogesh (08PG070) Sumanta (08PG168) Praneetha (08PG301) Lokesh (08PG057)
accommodate pony tails. The shifting column and the hand brake were removed from the center console to give the front seat passengers easier access to the large storage compartments located within the dashboard. The rear seat could fold up, as in some movie houses and theaters or as is the case with the jump seat of some planes and limousines, making it easy for the driver to get a fairly big item in the car without opening the hatchback. The bumpers and body cladding were made from tough, dentresistant materials. The hybrid engine was economical and powerful.
Understanding what factors influences buying decision for a consumer when it comes to a car
Satisfying the needs of the desired segment (here it was based on the demographic factor : Gender)
Better positioning of the product and making the consumers reach to the desired state of satisfaction
Making the product keeping in mind the consumer personality and attitude
delivered the concept and pre-sketches to Hans-Olov Olsson, Volvo President and CEO, and the executive management team, who gave the project a green light at the end of that same year. For Volvo, and the auto industry, the YCC project marked a new way of thinking. Men typically dominate the car industry, and the YCC was the first project to employ a design team on which women made all of the development decisions.
Men dont need extra storage space to store their goods, if they need to store or carry something they would prefer a pick up vehicle however few features like storage for mobile and drink holder could be useful. In terms of design men seek designs that are tall, sharp and carved to show the extra muscle in the car, for them car is a replica of themselves and what they stand for, For example a sophisticated person would prefer a sedan with long body A sports person would opt for a 4x4 SUV as this matches his persona The design of doors would also be important as they would help the driver to get in easily. Parking would be useful in few cars as men have better judgement skills. In the YCC car there was no bonnet in the front side as women dont always need to open the bonnet only the service personnel could do it, where as men have fairer technical knowledge about engine so they would prefer a bonnet that could be easily opened by them. 3) What other elements of consumer consumption of cars should be built into future models? There is always a scope for improvement as the consumer always expects better solution and companies strive to improve their products, the future car should have 1. Auto parking system which could track the distance and park automatically. 2. GPS enabled system which would help consumers in reaching new location and also integrated with real time data for live traffic updates 3. The interiors of the car should be more flexible and should be flexible to remove it and use it according to the user needs. 4. The car should run on solar energy or any green energy without compromising on speed and performance. 5. Mood tracking system, which would enable user to select the mood he is in and then the system would adjust the lightning and music accordingly.
4) Using the consumer decision process model, how would you recommend marketing the Volvo YCC? The YCC is an excellent product which was built for women and by women, hence the target Market would be women who are in better positions mostly executives the price should be high so as to have the right positioning in the minds of the customers as an exclusive product. Marketers should highlight the need among the women for a car that is exclusive and built for women. This need could be generated through advertising in print, T.V and other mediums like e-mail where they can reach target market effectively. The car can also be promoted at women hangouts or websites where the women visit regularly. The marketers should highlight the fact that most cars built are for men and they should try to move their status quo by creating discrepancy which would impel them to know more about the product. The marketers should create a favourable attitude towards the brand among the target audience by advertising. The stores should have special display which would be more appealing to women when they come for a trial, the unique features of the car should be highlighted to generate an interest. 5) If you were a marketing executive at another car manufacturer, how would you respond to the Volvo YCC? If I were the marketing executive of other car manufacturer, my strategy would be to target other segment effectively or concentrate on the segment which is currently most profitable one. as it doesnt make sense to target the women as Volvo has a better solution. but over a period I would advise the manufacturer to come up with cars for women (a different brand) on the same grounds like how Volvo has done so as to compete with Volvo in that segment.