Effective digital marketing strategies for Indian automobile sector

Abstract

This report provides insights into the scope of digital marketing for Indian Automobile sector. It involves understanding the overall digital marketing situation in India and current marketing practices in the automobile sector. Methods of data collection include customer interviews and surveys, dealers’ and managers’ interviews from Bajaj Auto Limited company. Working on a live project with Bajaj and KTM during this period provided additional knowledge about the practical aspects of digital marketing in Indian automobile sector. Using the data collected during the project, various hypothesis have been tested which gave positive results. Some of these results include more effective digital campaigns if specific digital platforms are used based on the product and by inclusion of higher video content. Promotions customized for different regions are also much more effective due to higher accessibility to last mile customers These results can be utilized by automobile sector players to improve the effectiveness of their digital marketing initiatives. Overall, the report finds good future prospects for auto companies if they choose to focus more on the digital platforms. The report also investigates the fact that the analysis conducted has few limitations. Some of the limitations include the change in customer segments due to the current pandemic, project analysis limited to only two companies, namely Bajaj and KTM and survey audience limited to current students at IIM Bangalore.