Published by MBA Skool Team, Last Updated: March 04, 2017
Marketing Strategy of Ashok Leyland analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Ashok Leyland marketing mix, help the brand succeed in the market.
Ashok Leyland marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Ashok Leyland Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
The product strategy and mix in Ashok Leyland marketing strategy can be explained as follows:
Ashok Leyland is one of the leading automobile players in India. Ashok Leyland is known for manufacturing buses, trucks, army vehicles etc. A look at the offerings of Ashok Leyland gives an insight in its marketing mix product strategy:
Ashok Leyland manufactures buses for the application in cities, suburban areas, intercity, School/Staff/Tourist and sometimes special applications. These can seat from 18-80 people.
Ashok Leyland Trucks range from long haul to mining and construction as well as distribution trucks. They offer a wide range of driveline and configurations keeping economical use and high reliability prioritised. For a wide range of applications ranging from ferrying of vegetables, cement, sand, bricks, furniture, water, groceries to covering basic transportation needs, Ashok Leyland’s light vehicles are offered in various configurations for the self-employed. These include DOST, Partner, Mitr and other small LCV trucks.
The armed forces too benefit from a wide range of product portfolio of Ashok Leyland. Its Stallion truck platform is versatile and extremely abuse friendly. The Ashok Leyland range further extends to super stallion and colt and include Truck fire Fighters, Rapid Intervention Vehicles, Light Recovery vehicles, Field Artillery Tractors, Water Bowsers and Fuel Dispensers.
Ashok Leyland Price/Pricing Strategy:
Below is the pricing strategy in Ashok Leyland marketing strategy:
Ashok Leyland prices its product competitively.
With the entry of Bharat Benz, Ashok Leyland has also started looking at the niche segment in trucking. With added features, higher safety, greater technological application in vehicles, costs have also gone up. But since Ashok Leyland cannot price it higher than its main rival Tata Motors and looks at enhancing revenues by undercutting most models of Tata vehicles by a significant margin. Its light vehicles are also priced aggressively to cater to local, rural and semi urban target audience for whom prices matter a great deal. Through regular exchange offers and discounts during festive months Ashok Leyland ensures that it remains at amongst the top two heavy commercial vehicles manufacturer in India. This gives an overview into Ashok Leyland’s pricing strategy in its marketing mix.
Ashok Leyland Place & Distribution Strategy:
Following is the distribution strategy in the Ashok Leyland marketing mix:
Ashok Leyland products are available not only India, but are also exported abroad. Ashok Leyland buses and trucks are available through company owned warehouses where companies and enterprises can make a purchase. With plans to increase exports by up to five times, Ashok Leyland is clearly targeting the international markets from 7% to 35% by the end of five years. With plans to set up an assembling unit In Kenya. This will involve an investment of $5 million and it has plans of shipping kits from there to India, this will help in attracting lower taxes and pass on freight benefits to customers apart from localization advantages. Ashok Leyland is also riding high on its plans to enter Bangladesh with the assistance of strategic partners and would be setting up a plant for truck manufacturing. Besides this, Ashok Leyland also plans to increase the capacity of its plant in UAE from 4000 to 6000 no.
Ashok Leyland Promotion & Advertising Strategy:
The promotional and advertising strategy in the Ashok Leyland marketing strategy is as follows:
Ashok Leyland promotes its brand through various media channels. Other than using such iconic celebrities as Mahendra Singh Dhoni and the ace golfer Jeev Milkha Singh as the brand’s ambassador. Ashok Leyland also leverages the Indian factor in all its promotional activities. ATL and BTL advertising is commonly adopted by them. Ranging from Television commercials to print, newspaper, radio spots and spot advertisement including posters, banners, flexes and standees. Targeting the commercial and semirural-rural sectors the heavy commercial vehicle manufacture drastically reduced inventories, and boosted sales for Ashok Leyland. Hence, this covers the entire Ashok Leyland marketing mix.
About Ashok Leyland:
Founded in 1948 and headquartered in Chennai, Ashok Leyland is a major automobile manufacturer in India and the second largest commercial vehicle manufacturer and in terms of size, one of the largest for bus manufacturing and truck manufacturing.
Apart from making trucks and buses, Ashok Leyland also manufactures spare parts and engines for industrial applications and marine usage.
Persuaded by the then then Prime Minister Nehru, its founder Raghunandan Saran in 1948 decided to invest in industrial machinery and vehicles, beginning humbly with the assembly of the English Austin car. With assistance from the Madras State Government and majority shareholders tied up with Leyland Motors of England in 1954 for the transfer of technology and pumping in of investment to start the manufacture of commercial vehicles, with British expatriates managing it.
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