MKT501: Jeep Compass Launch and Marketing in the Indian Market

This case study analyzes the launch and marketing of the Jeep Compass in the Indian automotive market. It assesses the potential for success or failure, considering factors like market trends, competition, and consumer behavior. The analysis includes an overview of the automotive market in India, the product's classification, and the individual product decisions made, such as branding, packaging, and product attributes. The study also delves into the promotional mix, including advertising, sales promotion, and the importance of branding and brand quality. Furthermore, the case study examines e-commerce models relevant to the automotive industry, such as B2B, B2C, C2C, and C2B, and provides relevant references to support the analysis. This comprehensive examination offers valuable insights into the challenges and opportunities faced by the Jeep Compass in the competitive Indian market.

Marketing Management
Name
Institution
A) Assessing the possibility of success or failure for the model
Introduction
India is one of the most developing countries in the world with one of the largest populations and
therefore providing a ready market for the automotive industry. In 2019, passenger vehicle
production rose by a percentage of 2.7, this is attributed to the high number of middle-class
income and a youthful population, this also projects a higher growth in the near future. India is
one of the countries expected to be a leader in the production of shared mobility by 2030 by
providing opportunities for both autonomous and electric vehicles (McNally, Durmuşoğlu &
Calantone, 2013).). Automobiles FDI inflow was at US$ 21.85 billion between May 2001 and
November 2019, this was favored by the customer cost and friendly market environment.
Introduction of this model, Jeep Compass to India will have both successes and some failures as
discussed below.

Based on the initial report by Kevin Flynn, the president, and managing director of FCA India,
that there was a great positive public response on the introduction of the Jeep, high number of
pre-bookings and massive inquiries clear shows the higher expectations of the people of India on
this model which therefore means a positive step by the FCI Company. The company unveiled
both the 4-wheel drive and the petrol and diesel transmission variant which works well on
different consumer needs (Homburg & Plank, 2018).
Based on the above observations, this model will definitely have a positive Indian customer take
and reception. The possibility of failures cannot be downplayed due to the fact that there are
many new models being introduced into the country, there are more trends and dynamics in the
automotive industry and with proper customer relations, especially in terms of pricing will
determine the dominance and acceptance of this model.
b) Auto-market Analysis
Automotive industry in most countries world faces stiff competition in developing new models
and designs, even the industry experts have never explained well on the clear possibilities and
predictable future competitions in this automotive markets. This uncertain market nature,
especially in India, is because of the latter's unpredictability market trends of the Indian market
(Iyer & Senker, 2016).
Analyzing of the market trends based on the information from the chat needs a critical mind in
order to understand the Indian market and the automotive industry, from the chat, the weakest
models in other countries are the strongest brand models in India, for example, the Maruti which
is 47% of the Indian share market while in the rest of the world, the same brand model is very
weak. The strongest model brands in other countries, for example, Toyota is weaker in the Indian
market, which stands at 11.7% in world markets and 4.5% in the Indian market (Mangolds &
Faulds, 2018).
Section B
Product and details about product classification
Any service or item offered for sale is termed as the product, available in physical, tangible,
cyber or in a virtual form and it is made at expenditure and sold at a fee or a price, the price
charged is dependent on the quality of the product or service, marketing, and segment trends. A
product has a life circle whereby it requires replacement upon being usefully applied (McNally
& Calandole, 2013).
Product classification can be termed as fundamental product types, which falls into three major
categories:
 Consumer products
 Industrial products
 Organizations, persons, ideas, and places
Consumer Products

These are products purchased and consumed by final customers. Consumer products can further
be classified into different groups based on the manner of marketing and purchase: expediency
products- e.g. soap and newspaper, shopping products – less frequent purchase and is determined
by the life value it offers e.g. clothing and furniture
Industrial Products
This is a type of product whereby business companies/firms purchase in large quantities for the
purpose of reselling them by creating their own business niche. The distinguishing factor
between consumers and this type of product is solely dependent on the purpose of purchase by
the company. For example, a product like a chimney can be bought by a consumer for family use
and it will fall under the category of consumer product and on the other hand, a hotel can buy the
same product for the same purpose but it will fall under the category of the industrial product.
Persons, Organizations, Ideas & Places:
Persons, organizations are entities that sell themselves by processes of creating, behavioral
change and customer attitude towards an organization, persons employ different activities
of development, maintenance and behavioral change and attitudes towards different
marketing segments, ideas and places are considered as products too.
The Concept of Individual product Decisions
Products and services development needs considerable decisions to be made that are in line with
the products and services and it builds the foundation for other decisions, this forms the decision
in the line and development of the product. Individual Product Decisions are grouped into the
following categories, five in number (Hoberg & Philip, 2014).
Products Attributes – Stage One
This is the first stage of individual product decisions, whereby a person first starts by deciding on
the product attributes or otherwise deciding on the benefits the product will offer to the end
consumer, the benefits are carried by the attributes of the product which include style, quality,
and design of the product.
Branding – Stage Two
Branding is product naming, signage, term use, symbol or design usage combined together, it
helps to identify, selecting and sidelining the product from those of the competitor and adds the
overall identity of the product to the final consumer and value to the product. Branding gives a
unique identity that customers relate themselves to and associate with the product.
Packaging – Stage Three
This is the final wrapping of the product, it involves designing the packaging material for the
pleasing of an eye, it functions as an item protector as well as the marketing agency for the same
product, and furthermore, it plays more roles like creating customer attention, describing in
details the product and actually selling the product by itself.

Processes involved in the product line and product mix Decision
Product Line
This engages the established name and brand for an item found in the same product family. It
occurs when there is additional value to the product in the form of colors, taste, form, etc.
product line can occur when the company decides to prolong the item's line. (Keller,2002).
Product Line Breadth
The contain item mix of all the product's lines that the company avails to its users.
Depth Line
This includes all the aspects of the products a company may employ in a specific directional
product line.
Line Filling
This type occurs when there is a vacuum within the item life-line that is void as a result of active
competitors in the market environment.
Product mix Decisions
There are four product mix dimensions or decisions.
The Product Mix length – implies the average counts of products that specific businesses have.
Product mix depth – accumulations of designs provided for each item carried by the product.
Item uniformity – this completes the last process of product mix decisions, it shows how closely
related the items are in relation to one another in terms of production requirements, promotions
and use
Definition of Digital marketing
Digital marketing is an umbrella that houses all the marketing that uses electronic machines to
access the internet and online information. It uses well-known search machines like Google,
different websites, use of bulk emails and SMS and social media.
E-commerce Models
B2B: Business To Business Ecommerce
This type of trade model majors in the provision of the sales items from one business source to
another
B2c: Business to Consumer Ecommerce

This is the oldest form where businesses sell to individuals/persons and the business is carried
out in the online platforms as opposed to physical storages.
C2C Ecommerce
This is a more complex model and is different from the first two types, it involves processes
whereby companies allows businesses on sites to sell or trade-in exchange for a commission.
C2B: Consumer to Business Ecommerce
This is a fast-growing model in online platforms, this happens/occurs when the consumer sells or
trades with the businesses (Almerida & Santos, 2014). Almost close to sole proprietorship doing
business with a larger business.
Section C
· Promotion Mix
This refers to a mixture of different promotional tools/gadgets businesses in creating,
maintaining and increasing the demand for services and goods production and distribution
(Leeftyang, Widang & Willan, 2013).
Advertising
This is a form of obtaining the attention of the customers to a product, service, performance, or
an idea using agencies and media by a sponsor.
An advertisement can be said a paid message intended to pass information to people.
The following are some of the characteristics of the advertisement:
 A paid attribute
 Promotional tool
 Directional communication
 Sales promotion
It is one of the marketing styles whereby the product is promoted by the use of short-term
attractive motives to kindle its demand and promote sales.
Branding and Brand Quality
Branding is product naming, signage, term use, symbol or design usage combined together, it
helps to identify, selecting and sidelining the product from those of the competitor and adds the
overall identity of the product to the final consumer and value to the product. Branding gives a
unique identity that customers relate themselves to and associate with the product (Lo & Lam,
2015).
Branding quality

Brand quality is often referred to as the satisfaction value a customer gets from using the
product, that the customer needs is achieved beyond reasonable doubts. It is what the product
delivers to the customer with a total appreciation.
Advantages of Branding
 Helps you stand out in a market
 It enhances credibility
 Creates customer loyalty
 Creates and enhances consistency
 Helps in retaining and maintaining clients
 Builds confidence in business
Disadvantages of branding
1. Huge capital investment
2. Rigid dynamics in changing the brand
References
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flexibility. The Journal of Finance, 69(1), 293-324.
Homburg, C., Nasev, J., & Plank, P. (2018). The impact of cost allocation errors on price and
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