Model - IGNIS

PROJECT PRODUCT MARUTI SUZUKI IGNIS

UNDER THE GUIDANCE OF PROF. ANITA GOYAL

WMP 11021 Marut Dutt

WMP 11029 Nasir Jawed
WMP 11038 Reena Prasad
WMP 11041 Saurabh Talwadia
WMP 11042 Swetank Sisodia
4th Submission - By Group 2
Product and Brand Management
25th May 2017
Table of Contents
Q. 6. Identify the primary and secondary associations of the brand and analyze with respect to
the existing positioning of the brand - For this point of the project, collect primary data from
minimum 20 consumers or persons ............................................................................................ 2
Primary and Secondary association............................................................................................. 2
Primary Data Collection and results ............................................................................................ 4
Data inference through cross tabulation..................................................................................... 8
Demographic representation of the respondents ..................................................................... 10
Conclusion ................................................................................................................................ 11
References ................................................................................................................................ 11

Q. 6. Identify the primary and secondary associations of the brand

and analyze with respect to the existing positioning of the brand - For
this point of the project, collect primary data from minimum 20
consumers or persons

Primary and Secondary association

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Primary Association
- Large Engine
- Stable Car
- High Mileage
- Refined power of 61kW at 6000 RPM
- Dual Air bags

Secondary Association
- Targeted for Millennials
- Trendy
- Sold through NEXA brand
- NEXA Card with special privileges to attend special shows
- Manufacturing by trusted brand Maruti

Primary Data Collection and results

Primary data was collected from 28 respondents. The questions posed were to evaluate if
the Nexas positioning of IGNIS matched with the perception of users and non-users. Since
IGNIS is a fairly new product only 2 users of the sample data were IGNIS owners. The rest of

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the respondents gave their perception of the vehicle. The data gathered and information
generated may be skewed due to the limited number of users of IGNIS. The questions were
also designed keeping in mind the type of respondents, largely non-users. The questions
were primarily focussing on the perception of the respondents.

The questions posed were as under:-

1. Do you perceive IGNIS as a car targeted for the Millennial's ( early 1980s as starting birth
years and the mid-1990s to early 2000s as ending birth years)?
Scale of 1-5

2. Does IGNIS brand incite youthful excitement in you ?

Scale of 1-5

3. The top model of IGNIS on-road costs 8 lakhs. Do you think the price is fair ?
Yes/ No

4. Do you perceive IGNIS as a car which gives Value for Money ?

Yes/ No

5. Do you think IGNIS will be successful in its positioning as "trendy car for the Millennials ?
Scale of 1-5

6. What are the 3-5 words which come to your mind when you think of Maruti IGNIS? (e.g.
comfortable, safe, trendy etc.)

7. Gender

8. Age

9. Marital Status

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Inference
The scoring for the first three questions is very low as is evident in the graph above, hence, Maruti
Nexas positioning of IGNIS as a trendy car targeted for the Millennials does not seem to be
successful and in fact is perceived as a failure from the data captured.

+ /-
What are the 3-5 words which come to your mind when you think of Maruti IGNIS?
(e.g. comfortable, safe, trendy etc.)
Needs better design -
Expensive , Small Engine , Not value for money, car , android car software -
soap case -

Old, comfortable, safe +

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 + /-
What are the 3-5 words which come to your mind when you think of Maruti IGNIS?
(e.g. comfortable, safe, trendy etc.)
Spiderman, trendy, Mileage +
A new trendy car for youngsters +
Unnecessary, costly and poorly designed -
nothing -
Useless overpriced and short -
Stylish and premium +
i saw it on road today, and its design turned me off. :( -
Small , Costly , Boring -
Service, risky, expensive -
Odd shaped car -
Stylish, comfortable, trendy +
Maruti alto, mini car +
Poor design, safe, conventional -
Wagon R replacement, Family car with excitement +
It looks like a matchbox. -
Small and overpriced -
safe +
Dashing & Attactive / Comfortable / good follow up from Nexa. +
trendy -
overrated
Low quality
User friendly low cost fuel efficient +
Stylish,trendy ,nice +
Awful design , nothing new to offer -
Trendy +
trendy +

Inference
(43%) 12 out of the 28 respondents get a positive feel on the brand IGNIS
(57%) 16 out of 28 respondents get a negative feel on the brand IGNIS

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Inference
57.1% of the total respondents feel that IGNIS does not give value for money

Data inference through cross tabulation

We applied cross tabulation to make more effective inferences with respect to the
positioning and actual perception of IGNIS in terms of price, value, target customers etc. ?

Count of Do you
perceive IGNIS as a
car which gives
Value for Money? Column Labels
26 -
35
years 36 - 45 years 46 years or Grand
Row Labels 16 - 25 years old old old older Total
Maybe 1 5 1 1 8
No 1 9 6 16
Yes 4 4
Grand Total 2 14 11 1 28
Percentage No 64%
Percentage Yes 36%

Inference
64% of the Millennials do not perceive IGNIS to be value for money
Only 36% of the Millennials perceived IGNIS to be providing value for money

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 Sum of Please rate the
following on a scale of 1 -
5, (1) Lowest - (5) Highest
[Do you perceive IGNIS
as a car targeted for the
Millennial's?] Column Labels
Grand
Row Labels 1 2 3 4 5 Total
16 - 25 years old 1 2 3
26 - 35 years old 5 4 12 12 33
36 - 45 years old 2 4 6 8 15 35
46 years or older 2 2
Grand Total 8 12 18 20 15 73

Inference
33/73 is the score by Millennials who agree that the car is targeted for them
35/73 of respondents in the age group of 36-45 feel that the car is not targeted for the
Millennials

Sum of Please rate the

following on a scale of 1 - 5,
(1) Lowest - (5) Highest [Do
you think IGNIS will be
successful in its positioning
as "trendy car for the
millennial's' be successful? Column Labels
Grand
Row Labels 1 2 3 4 5 Total
16 - 25 years old 2 2
26 - 35 years old 5 8 12 5 30
36 - 45 years old 4 12 16 5 37
46 years or older 2 2
Grand Total 7 14 24 16 10 71

Inference
30/71 is the score by Millennials who feel that IGNIS will be successful in its positioning as a
trendy car for Millennials
37/71 is the score by respondents on the age group of 36-45 years who feel that IGNIS will
be successful in its positioning as a trendy car for Millennials

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Demographic representation of the respondents

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Conclusion
Although Maruti launched NEXA as a premium car targeted at the young generation and
loaded with technological gadgets, the perception of the car in terms of value for money,
trendy design, focus on the youth does not seem to have caught attention of the youth.
Infact, a larger group of the Millennials dont like the design of the car and feel that its price
is too expensive for the value it provides.
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References
- IGNIS Brochure download http://www.marutisuzuki.com/ Retrieved on 1st May
2017
- Knowing Maruti Suzuki http://www.marutisuzuki.com/ Retrieved on 1st May 2017
- History https://en.wikipedia.org/wiki/Maruti_Suzuki Retrieved on 1st May 2017
- Augmented attributes https://www.zigwheels.com/newcars/Maruti-Suzuki
Retrieved on 1st May 2017
- http://economictimes.indiatimes.com/magazines/brand-equity/maruti-is-gunning-
for-a-younger-demographic-with-its-latest-car-IGNIS/articleshow/56440348.cms
Retrieved on 1st May 2017

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