Read Mahiondra note form teacher (word document) and read another student post and answer the following questions:
1) What are the rest of the class’s thoughts on the best segment to target? Do you believe the car make segment should be higher on the list of attractiveness within a segment?
2) What does everyone think about the placement of their company name on the flyer? Do you believe they should add in competitive price points and information on how their mechanics are trained to better impact the market they are targeting?
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Another student post :
I believe their best approach would be to focus on winning over the service needs segment by building a brand that promotes the best value for the most competitive price. Going back to the largest issue in the Indian auto aftermarket being cost of service and availability of spare parts, the service needs of the customers they target can win over that specific segment looking for the best overall value. Also with MFCSLs implementation of Fast Assured Service in Time they appeal to consumers who are willing to pay a little extra to have their vehicle repaired quickly, as well as build trust that their timely service will have them back into their vehicle faster than other competitors. Once they grow their service segment they can branch off and focus on identifying the ownership category and the car life cycle segments as the customers outside of their warranty will be a great group to target paired with corporate fleets and taxis as they have to keep their vehicles up to par within specific standards of their company. Targeting the corporate fleets also secures a large income for MFCSL due to the amount of vehicles they will be trusted with working on if there are contracts that guarantee return vehicles to work on. Companies urge their employees with company vehicles to find fast, quality services to get them back on the road. Insurance claims on vehicles from the ownership category also provide a large amount of income in the long run, so the competitive pricing of MFCSL could literally drive in more customers doing insurance claims looking for fast service, especially if they were willing to help the customer through their claims process. The persona will be important to identify but not target early because as we discussed in the other forum, there is much more that would go into choosing a service than what is identified in a few different personas. Some of the big differences we looked at involved customers that lived within a 5-7 kilometer range of a shop and customers that just want the best price while sacrificing quality. In terms of the last segment to focus on I would put the car make segment last, as they will be targeting a majority of those vehicles through the other segments anyways and it wouldnt matter as much if MFCSL were a multi-brand repair service. I believe car-make would move up in priority once the EV takeover in India starts, and companies like MFCSL can afford the cost of wholesale parts to fix these higher value vehicles as opposed to smaller OEMs.
What are the rest of the class’s thoughts on the best segment to target? Do you believe the car make segment should be higher on the list of attractiveness within a segment?
2. Evaluate the possible fit of the different positioning iterations provided in case Exhibit 12 in terms of their imagery and impact. What is good or bad about them? (discuss as 1-3 vs 4 vs 5)
I like the imagery on the 1-3 advertisements as they build up that their brand will get back into their vehicles quickly, which as a consumer is important. I believe they could add more in a creative way as to also emphasize their competitive pricing, and higher quality of work than competitors. Im not sure what the small print at the bottom of 1-3 says, but I think the company’s name and logo should be at the top in a larger font than the FAST acronym. I believe its more important for customers to see the brand first, then read what they offer through their FAST model. I think overall the imagery from the 3rd example would be the best one to use as it highlights their mechanics who would be the ones doing these FAST repairs. At the bottom of the ad they can then explain in detail how their crews are trained to go above and beyond customer expectations providing the highest quality and fastest service for their vehicles at unbeatable prices.
In image 4 I think its good to know that the customer can watch their vehicle being serviced in a timely manner. I do believe image 4 does lack substance by not providing a picture of someone watching their vehicle get serviced. Also, again I think it would be a good idea to have their brand name across the top as opposed to in a small stamp size at the bottom left corner. They could also highlight some customer reviews of their FAST model to provide emphasis on their service quality. In image 5 I like the picture they used but the quote should be changed up to a more professional quote highlighting the quality of work their trained mechanics provide. Personally, I would go with using images 3 and 5 for a final flyer paired with all of the information regarding their FAST model, competitive pricing, and meticulously trained team of mechanics. If they are targeting the service needs segment those will be the most important things to highlight on their advertisement.
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