TEAM – 6

BIKRAM|FARHAAN|RASIKA|SURAJ|NUTHAN|ABHISHEK|ANJALI|JAGRITI|LATASRI
 Verna vs Ciaz
 Category: Sedan segment
 Market situation: Consistent growth of auto buyers - 16% per annum
 Target:
 Verna – Young Generation Market Share
 Ciaz – Business Class 30.70% Verna
37.10%
 Positioning: Ciaz
 Verna – Latest technology Others
32.20%
 Ciaz – Aesthetic sense
 Competition – 20 other competitors in the current market. However, the other competitor
market share is only 32.2 % in the current market.
 Verna:
 Penetration – Targeting new customers/first time buyers focussed on technology
 Informative marketing – suggesting new uses of the product

 Ciaz
 Frequency – Customers who already have a car.
 Customers who are about social status
 Persuasive marketing – targeting customers concerned with design aspects of a car
 Tag line:
 Verna – Intelligent by design
 Ciaz – Create. Inspire.

 Description:
 Hyundai Verna - next generation driven by something that will take them to the next level,
to a life more interesting and a destination of infinite possibilities
 Maruti Ciaz – It is marketed as the “change that excites you, the never done drives you,
comfort in chaos”. Hence driving change and personation to do something new.
Verna
Evaluation of target audience: Content is
created keeping the rational appeal in mind as
they stress on quality and performance. Targeted
audience is the urban upper middle class
people and first time buyers
Evaluation of communication objectives:
Since the target is urban upper middle class
people and first time buyers, the communication
is mostly focussed on brand new features in the
car
Evaluation of message strategy: Since the
message is creating a rational appeal to younger
generation who are clear about their choice of
features, so the communication objectives will
be met by this message strategy
Ciaz
Evaluation of target audience: Content is to
created keeping the emotional appeal in mind as
they are trying to create and inspire a sense of
fulfilment. Targeted audience is the urban upper
middle class people concerned of status.
Evaluation of communication objectives:
Since the target is people concerned more on
the business class, communication is mostly
focussed on the aesthetic and class aspects of
the car
Evaluation of message strategy: The message
attracted more attention and created emotional
appeal to target audience by showing positive
emotions through their advertisements.
 Communication Objective changes:
 Hyundai Verna:
 The current ad strategy is a bit heavily focussed on technological features
 A new user might not able to connect and understand the intended communication

 Maruti Ciaz:
 Majorly focussed on appealing to the aesthetic components of a car
 Some of the target audience (business class) who are not focussed on status symbol or looks might
turn away
 Hyundai Verna:
 Uses a performance focussed campaign to attract first time buyers
 Gives attributes of the product as the reasons to believe for the customers
 Depicts as the car to use for inter city travel and have a pleasant experience

 Maruti Ciaz:
 Uses personal story telling as a campaign to attract the business class
 Ranveer Singh has been roped in and is displayed as a reason to believe (through proxy
celebrity) for the aesthetic and class aspects of the car
 Hyundai Verna:
 Use a story perspective to tell about the new features
 A popular technology/car expert telling the story would be more believable for the
consumer

 Maruti Ciaz:
 Very less information about the technical aspects/new features of the car. Giving some
information about the new updates and differentiating factors in the car would massively
help the customers gain an understanding about the advantages of Ciaz.