3. REASONS FOR BRAND EXTENSION
PRO is Eicher’spremium HD Truck range
After excelling in LMD, they wanted to establish itself in Heavy
DutyTrucks
With new BS4 regulations about to come in 2-3 years,
Eicherwanted to pioneer in premium trucks
Volvo’s JV with Eicherenabled it to go ahead with world class
features
8. BRAND AND CATEGORY BREAKDOWN
VECV
LMD
HD
PRO
Tractor
Trailer
Haulage
Tipper
• VECV sells Light and Medium
commercial vehicles
• PRO series has Tractor Trailer,
Haulage and Tipper
11. 4 P’S OF MARKETING
• Haulage
• Tipper
• Tractor Trailer
Dealership
Outlets
Sales Rep
• Premium priced
• Most expensive
amongst
premium Heavy
Duty Trucks
• 50K> BharatBenz
• Diamond Club –
premium customers
• Tablets
• SMS, Whatsapp
campaign
• TV Ads
PRODUCT PLACE PRICE PROMOTIONS
12. MARKET SEGMENTATION
• Geographic Segmentation:
– Tier I and Tier II cities
• Psychological Segmentation:
– Focuses on functional attributes
– Comfort & Safety highlighted
– Social status