Maruti Suzuki Stingray: mine, all

Brand: Stingray
Company: Maruti Suzuki

Brand analysis: #532

Maruti Suzuki recently launched another brand in the market crowded Indian hatchback. The new brand is Stingray. The launch has created a lot of confusion in the brand of the new car. While most of the media has touted the new brand as a variant of Wagon-R, actually the company intended as a separate Wagon-r brand. But the media murdered such a scheme. If we look at the campaigns and the brand micro - site, Maruti had intended to position this brand different Wagon-r. Wagon-R has been one of the best selling models of Maruti. All though the looks were not the best, was one of the most practical cars especially for units of the city. Launched in 1999, the brand had sold a phenomenal 12.77 lakh units to date.Maruti had tried to push the car through its lifecycle through incremental product and design changes. The last was the campaign "Blue-eyed Boy" in 2010. However, intense competition has pushed a little Wagon-R back. According to ET, the brand was now in fourth position in the segment (link).According to reports, Stingray was first released in Japan as a sports variant of the carro-R. Stingray is directed at young people. The brand is positioned as a car that has it all. The ads are usually trying to convey attribute hip & cool. See the announcement here: StingrayThe new trend in the market seems to be the mad rush to attract young people. Tata Nano is the new entrant in the mad rush with its new campaign of "Genius".The motto of Stingray is "what is mine, all" in a way that is trying to be everything you need a young consumer.Stingray has a price premium on the Wagon-R. The range from Stingray begins with 4,09 Rs lakh while Rs 3.5 Lakh.What of Wagon-R is interesting about this brand is the only situation that fell in. Mark tried to distance himself from Wagon-R but the media has forced the Stingray Wagon-R label on it. One not wish away the power of the Association. The new brand is very similar to Wagon--are so one can't blame by this Association. Similar problem there is with Vista that was released as a new but is strongly associated with Indica.I I not, implying that the company does not know that such kind of partnership is going to happen, your common sense is not going to happen. But it is interesting that the explicitly Stingray media as an extension of Wagon-R without blinking. The association with Wagon-R is good for Stingray because of immense equity Wagon-R enjoys in the market. Maruti felt that the lifecycle of Wagon-R will move slowly to the stage of decline. So it should be a replacement for the best-selling car. With the launch of the new product without the endorsement of Wagon-R, Maruti hopes that young consumers not regarded it as a brand "Old and outdated" and for a period of time, Stingray will take a position other than Wagon-R and in the future will be taking the position of the carro-R.