Truck Companies in India

Brand Analysis on Truck manufacturers in India like Ashok Leyland,Tata Motors,AMW,Bharat Benz,VOLVO Trucks,Mahindra,,SML ISUZU,EICHER MOTORS and many more

1. KNOW YOUR BRANDS Truck Brands in India Name – Tejas Jadhav Division – M.M.S Roll No. M14044 SIMSREE,Mumbai

2. TRUCK BRANDS IN INDIA ASHOK LEYLAND VOLVO TRUCKS BHARAT BENZ SML ISUZU MAHINDRA TRUCKS TATA MOTORS EICHER MOTORS MAN TRUCKS INDIA ASIA MOTOR WORKS FORCE MOTORS

3. 1. ASHOK LEYLAND INTRODUCTION Ashok Leyland is an Indian automobile manufacturing company based in Chennai, India. Founded in 1948, 2nd largest commercial vehicle manufacturer in India 4th largest manufacturer of buses in the world 16th largest manufacturer of trucks globally Founded by Raghunandan Saran, a freedom Fighter and persuaded by Jawaharlal Nehru to invest in modern industrial venture so formed ASHOK MOTORS in 1948

4. HISTORY OF BRAND Named after founder’s only son Ashok Saran Engaged in Assembly and distribution of Austin A40 passenger cars in India Partnered with Leyland Motors,England in 1954 as Saran envisioned the need of commercial vehicles in India than Passenger vehicles Hinduja group took a 51 percent stake in the company in 2007

5. INITIAL PURPOSE Initial purpose was to assemble and manufacture Austin cars from England CURRENT STATUS India’s largest exporter of medium and heavy duty trucks Annual turnover of 1.7 billion USD and sells around 89000 medium and heavy commercial vehicles

6. Brand Logo Evolution Started as Ashok Motors Logo after JV with Leyland

7. GROUP Continued till 1980 and then was split Hinduja’s acquired 51 percent stake in 2007 FINAL LOGO

8. Current CEO and Chairman S.P HINDUJA CHAIRMAN HINDUJA GROUP

9. INITIAL ADVERTISING AD: VARUN AND HIS DAD To promote passion for Engineering and support tag line “Engineering your tomorrow” and “ Aapki Jeet.Hamari Jeet ”

10. Marketing Activities of the brand Adopted Celebrity Endorsements signed a deal with M.S Dhoni in 2012 100 M long Postor @ Chennai Headquarters

11. Why Dhoni ? Mr Vinod K. Dasari , Managing Director, Ashok Leyland, said, “ Mahi's choice was almost automatic for I cannot think of another person befitting the values of Brand Ashok Leyland so well. A true son-of-the-soil, a leader who is focused, straight-thinking, passionate and, most of all, humble, he will lead the numerous initiatives that are on the anvil This was backed by multimedia campaign addressing all the mass segments

12. OTHER ADVERTISEMENTS DHONI LASSI AD CRUCIAL FOR THE BRAND TO BUILD BRIDGE AMONG STAKEHOLDERS A TRUCK DRIVER A FLEET OWNER A MECHANIC Showcasing equal importance Of everyone entering into Emotional space

13. 2. Volvo Trucks History Subsidiary of Volvo Group with some other truck brands. The first Volvo truck rolled off the production lines in 1928. Global headquarters in  Gothenburg,  Sweden. And manufactures and assembles its trucks in 15 countries. Volvo Trucks employed about 58,542 people around the world in 20113. In 2013, a total of 200,274 trucks where delivered from the Group’s wholly-owned operations. History Of Volvo Trucks

14. Company Introduction Business Report Business of Volvo and Volvo Trucks 65% of Volvo Group`s net sales share comes from ‘Truck’ business . And over 40% of net sales for truck business occurred in Europe, 46% from North & South America, and15% from Asia. Truck business is the main part of entire Volvo Group. Sales Share of Volvo Group (2013) Sales Share of Volvo Trucks (2013)

15. Company Introduction Financial Status & Recent Trucks 2013 2012 2011 Net sales 178,474 189,156 19,8920 Operating Income 6,824 12,219 18,227 SEK M 3-year figures of Volvo Truck Business After the great depression of 2009, sales and operating income increased continuously for 2 years. However, figures of recent 3 years show re-declining tendency in not only sales but also operating income. Volvo Tucks started to prepare some new strategies, including marketing programs, for re-boost up their business and sales. Strategy Plans of Volvo Trucks

16. Company Introduction Brand Strategy All the above brands are sister truck brands of Volvo Trucks Volvo Trucks has many various truck brands to cover all of market needs. From basic to premium, Volvo Trucks brand was renewed to deal with decreasing market situation. As the top premium brand, ‘Volvo’ is targeted to satisfy high-end luxury customers. Brand Strategy of Volvo Trucks

17. Brand Logo As the symbol widely used for steel, the iron mark represents what Volvo stands for it is the ultimate symbol of strength, durability and staying power

18. CEO, Chairman and Founders

19. Marketing Activities of the brand

20. Internet Marketing Activities In fact, Volvo Trucks is now using lots of SNS to share values and experiences of their products. However there was not outstanding campaign through these various pathways before. To success renewal brands, Volvo truck decide to revitalize their premium brand unit, VOLVO “Since September 2012 we have renewed our complete European product range and in connection with this intense launch period we wanted to create a campaign that communicated our products in a different way and that put focus on our technical innovation , hence the live-test campaign was born. The idea behind the campaign is to live test certain features in our trucks in a spectacular way .” - Marie Vassiliadis , Head of Volvo Trucks PR activities *Buttons are directly linked to each SNS of Volvo Trucks

21. Volvo Trucks ‘Live Test’ Series of 6 video clips with excellence of Volvo Trucks - Specific informations but also interesting and FUN Campaign Start: Aug 15, 2012 ~ Nov 13, 2013 6 video clips in YouTube Provides superiority of each part of Volvo truck YouTube + SNS link + Mobile accessibility

22. Volvo Trucks ‘Live Test’ Key Idea 4: Parody The Last and the most successful clip, “Epic Spilt” was done by famous actor Jean-Claude Van Damme , as he carries out his famous split on the side mirrors of two reversing trucks. Impact of this scene was so huge that many parodies were made by lots of others, even different industry company like Coca-Cola. ‘Live Test’ campaign could last longer than expected because of this voluntary   participation of viewers. Just like ‘Gang- nam Style’ case, parody was the main reason that ‘Live Test’ spread out fast through the internet. The more parodies made, the more views generated.

23. 3. BHARAT BENZ Founded Feb. 17 2011 60% Stake Diamler AG and 40% Hero Motor Corp The decision to launch the brand was prompted by Daimler's determination to compete in the fast-growing Indian truck market against existing Indian brands such as Ashok Leyland, Tata Motors and Indian ventures of other leading global truck manufacturers like VE Commercial Vehicles (Volvo- Eicher Motors-Joint Venture)

24. INITIAL POSITIONING OF BRAND

25. GAP IDENTIFICATION AND TG

26. Current Board Members

27. Taglines and Logo

28. ADVERTISING BY BRAND

29. LOWE LINTAS BAGS ORDER OF Rs.10 crore for media and creative

30. SML ISUZU

31. Sumitomo Corporation, Japan 54.96 % Isuzu 4 % MFNB 9.1 % FII’s 2.67 % Public 25.22 % Share Holding Pattern

32. Bus Body Plant (BBP) Some of the products From “SML” are Executive, Ultra-Luxury class vehicle 4WD Ambulance for Defense

33. Standard Ambulance Cardiac-ICU Ambulance Semi low floor AC-CNG Bus Semi low floor AC School bus

34. Controversy over SWARAJ Brand Former associate company Punjab Tractors manufactured agricultural tractors and combine harvesters under the  Swaraj  brand name before selling 64.6% to Mahindra Tractors In 2009, Mahindra and Swaraj Mazda settled a dispute over the use of the  Swarajname , allowing Swaraj Mazda to continue using the name for only two more years

35.  Isuzu's inception is very similar to that of other Japanese car and truck makers, such as Hyundai and Kia, who have entered the automotive industry as result of company growth and favorable conditions for expansion. Before Isuzu there was the Tokio Ishikawajima Shipbuilding and Engineering Company who planned taking its business further as early as 1910

36. TAGLINE

37. ADVERTISING TILL DATE

38. TV ads from Distributor

39. MAHINDRA TRUCKS Mahindra Truck and Bus Division, formerly called Mahindra Navistar Mahindra International, is an Indian commercial vehicle manufacturer formed in 2005 from a joint-venture between Navistar International (49%) of the United States and Indian automobile maker Mahindra & Mahindra (51 %).It has been demerged into Mahindra & Mahindra ltd and became a separate division. Mahindra Navistar Tanker Truck on NH45 in Tamil Nadu(2013) Mahindra Truck and Bus commercial vehicles range from 3.5 – 49 tons GVW/GCW.

40. Mahindra Products

41. MAHINDRA SARTHI ABHIYAN Staying true to its philosophy of 'RISE', Mahindra has introduced Saarthi Abhiyaan to turn the spotlight on the Indian truck driver community. This unique CSR project not only supports truck drivers but their families too. The first phase of Saarthi Abhiyaan was launched with a popular and heart-warming scholarship programme for the daughters of truck drivers

42. Mahindra Trucks and Buses Mr. Pawan Goenka ® Director at Mahindra Trucks heads the Grouo

43. Brand Logo and Tagline When Mahindra spoke to customers across the world, all of them without exception expressed a strong sense of optimism about the future and shared a common desire to Rise, to succeed and create a better future for themselves, their families and their communities. The group hired StrawberryFrog , a New York-based global advertising agency

44. 2011 ADVERTISING

45. Mahindra Brand’s Print Ad

46. TATA MOTORS

47. Product Range 53

48. TATA MOTORS

49. ADVERTISING

50. TATA Prima Positioned as The World SMART TRUCK

51. BRAND APPEALING TO YOUNGSTERS

52. EICHER MOTORS Eicher Motors Limited (EML) incorporated in 1982, is an Indian automaker company based in  Gurgaon , India . It is a subsidiary of volvo ab Eicher Motors Limited (EML) is the flagship company of the Eicher Group, which was a catalyst in the green revolution in India with the production of India’s first agricultural tractor in 1959. EML is now a leading player in the Indian automotive space

53. COMPANY HISTORY The company's origins date back to 1948, when Goodearth Company was established for the distribution and service of imported tractors.In 1959 the Eicher Tractor Corporation of India Private Ltd. was established, jointly with the  Eicher tractor company, a German tractor manufacturer. In 1960 the first tractor produced in India was put on the market In July 2008, EML and Volvo Group's 50:50 joint venture VE Commercial Vehicles (VECV) designs, manufactures and markets commercial vehicles, engineering components and provides engineering design.

54. VECV Introducing Volvo Group and Eicher Motors Limited Highly Fuel Efficient 9.5T Payload Truck

55. BRAND IDENTITY The evolution of Eicher provided an opportunity to refresh the brand, in order to reflect the new values, products, plans and ambitions. The very essence of the brand has been redefined and the design philosophy has been derived from it. The new essence would help: Develop a common binding factor and umbrella effect across all the products and services. Inspiration and direction for brand related communication and initiative. Occupy a distinct space in the minds of the stakeholders The brand essence manifests in the tagline: GO PRO! but more than a tagline, this is a philosophy…

56. TAGLINE

57. COMPANY MANAGEMENT

58. BRAND POSITIONING

59. EICHER ATTACKING TATA TRUCK

60. EICHER ADVERTISING

61. MAN TRUCKS INDIA MAN Trucks India Pvt. Ltd. started operations in India in 2006 as the joint venture. In 2012, with the takeover the Joint Venture WHICH they had with Force Motors MAN Trucks India Pvt. Ltd. became a whole subsidiary of MAN Truck & Bus AG MAN Trucks India manufactures heavy MAN CLA Trucks for the Indian Market and for export to Asian, African and CIS countries.

62. ABOUT MAN GROUP MAN Truck & Bus AG (formerly MAN Nutzfahrzeuge AG, pronounced  is the largest subsidiary of the MAN SE corporation and one of the leading international providers of commercial vehicles. Headquartered in Munich, Germany, MAN Truck & Bus produces trucks in the range from 7.49 to 44 t  gvw , heavy goods vehicles up to 250 t road train gvw , bus-chassis, coaches, interurban coaches, and city buses. MAN Truck & Bus also produces diesel and natural-gas engines.

63. BRAND EVOLUTION

64. MAN INDIA BOARD

65. BRAND LOGO

66. MAN TRUCKS TAGLINE

67. YOUTUBE ADVERTISEMENT

68. AMW(ASIA MOTOR WORKS)

69. FOUNDER AND MD

70. TAGLINE

71. MARKET SHARE BY BRAND

72. BRAND STRENGTH AREAS

73. AMW AT AUTO EXPO 2011

74. BRAND FILM IN 2012 LAUNCH

75. FORCE MOTORS Force Motors, formerly Bajaj Tempo, is an Indian manufacturer of three-wheelers, multi-utility and cross country vehicles, light commercial vehicles, tractors, buses and heavy commercial vehicles. It was originally named Firodia Tempo Ltd. and later after partial acquisition by Bajaj Auto as Bajaj Tempo Ltd.

76. BRAND INCEPTION The company was founded in 1958 by N.K.Firodia . Bajaj Auto bought a controlling stake in the company, renaming it "Bajaj Tempo". Germany's Daimler-Benz, a long-time collaborator with Firodia because of their ownership of the original Tempo works in Germany, owned 16% of Bajaj Tempo. They sold their stake back to the Firodia group in 2001, meaning they once again held a controlling interest. It was agreed that the company would gradually phase out the use of the "Tempo" brand name, as it still belonged to Mercedes-Benz

77. HISTORY AND INTIAL PURPOSE The brand dates back to 1958 where the 3 wheeler tempo Hanseat was manufactured In MUMBAI

78. PRODUCTS

79. BRAND LOGO

80. MANAGEMENT AT FORCE FOUNDER – N.K FIRODIA Current PRESIDENT

81. CELEBRITY BRANDING

82. ADVERTISEMENTS VIDEO

83. WHY KHAN BROTHERS FOR TRUMP? Given the marketing challenge, we chose to adopt a ‘Sandwich Strategy’. The task was to position both the Trump 15 and Trump 40 which have a capacity to carry loads from 790 kg to 1100 kg respectively as a range that is tough, rugged and stylish. Also Force Motors has a heritage of making vehicles that are strong, reliable and fuel efficient. We needed to communicate this range in a simple interesting and memorable manner

84. SUV LAUNCH AMITABH BACCHAN

85. THANK YOU