I worked on a brand strategy and positioning project to analyse the luxury car market (prestige sedans) in India and position SAAB (General Motors Premium car brand) in the Indian car market.

The process entailed a product study; a brand map to study the product and to create
a standard model for competitive analysis; and Indian market analysis. I studied the rich cultural history of India, the presence of premium automobiles from the era of Maharajas and the aspirations of the current affluent segment in India. The highlights were the booming economy, automotive industry, Indian luxury perspective and consumer profile of the luxury consumers.

The next stage, competitive analysis, entailed identification of competition for SAAB in India; the drivers which influence the consumer buying behaviour for prestige sedans
and a detailed analysis of high-end cars available in India. For final analysis, I created
a brand matrix for comparison and a three pronged strategy for positioning SAAB in the Indian market; delivered market cues in the form of pointers to be kept in mind while taking important strategic decisions. I created a target consumer profile for SAAB in India, after analysing SAAB’s brand model, international consumer profile and mapping
it with the Indian affluent consumer segment.

This project gave me a chance to work in the automobile industry and understand the various facets of automobile design. Branding was the core subject of my study and the inputs given by me in the form of strategic intervention will be useful in positioning SAAB in India.