Analyzing the Impact of Car Features on Price and Profitability

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• By- Pradnyashil A. Lonare

Project Work for Data Analytics

• Project Description:-

For your Final Project, we are providing you with a dataset having different TV Airing Brands, their product, their category. Dataset includes the network through which Ads are airing,  types of network like Cable/ Broadcast and the show name also on which Ads got aired. You can also see the data of Dayparts, Time zone and the time & date at which Ads got aired. IT also includes other data like Pod Position (the lesser the valuable), duration for which Ads aired on screen, Equivalent sales &, total amount spent on the Ads aired. 

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• Business Understanding:-

Advertising is a way of marketing your business in order to increase sales or make your audience aware of your products or services. Until a customer deals with you directly and actually buys your products or services, your advertising may help to form their first impressions of your business. Target audience for businesses could be local, regional, national or international or a mixture. So they use different ways for advertisement. Some of the types of advertisement are: Internet/online directories, Trade and technical press, Radio, Cinema, Outdoor advertising, National papers, magazines and TV. Advertising business is very competitive as a lot of players bid a lot of money in a single segment of business to target the same audience. Here comes the analytical skills of the company to target those audiences from those types of media platforms where they convert them to their customers at a low cost. 

• Approach:-

• Get the dataset from the given description.
• Open dataset in Excel.
• Try to understand the problem and given questions.
• Approach to familiar with the attributes and validate given data.
• Create table format and use count if, min, max, avg, sum and other statistical formulas.
• Analyzed data by using pivot table and pivot chart.
• Solve the given questions step by step and create interactive graphs.
• Create excel file in csv format and create report for presentation.
• Finally, I attached to my answers to the file.

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• Tech-Stack Used:-

• Insights and Results:-

• Pod Position:- A group of ads are sequenced together to be played back-to-back within a single ad break. The Position of single advertisement within a certain commercial pod is called Pod Position.
• The Pod Position Number affects the spent on ads for the specific period by the company.

Honda Cars

Hyundai Motors India

Mahindra and Mahindra

Maruti Suzuki

Tata Motors

Toyota

• Insights-

1. Honda cars and Maruti Suzuki follows the same trend. As the number of pod position increases, amount spent on running the ads also starts increasing and afterwards, it starts declining.
2. Hyundai Motors India and toyota follows almost the same trend. As the number of pod position increases, amount spent running the ads starts declining in beginning. But then after, it starts increasing and again declining at last positions.
3. Tata motors and Mahindra and Mahindra follows the same trend. As the number of pod position increases, amount spent on running the ads very slightly starts declining in beginning, and then very slightly increasing and again decreasing at the end.
4. For the car manufactures, as the pod position increases, price increases earlier and then after it starts decreasing.

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What is the share of various brands in TV airings and how has it changed from Q1 to Q4 in 2021?��

• Insights-

1. Maruti Suzuki has the highest share in Tv airings followed by Mahindra and Mahindra.
2. Honda cars has the lowest sharing in tv airings.
3. For Honda motors and Hyundai motos India, the share of amount spending slightly decreases from Quarter 1 to Quarter 4 in 2021.
4. The share of amount spending of Mahindra and Mahindra has slightly decreases more.
5. For Toyota, it has decreases almost 5% from Q1 to Q4.
6. The share of amount spending of Maruti Suzuki has slightly increases from Q1 to Q4.
7. The share of Tata motors has almost increased 3 times of Q1 in Q4.

Conduct a competitive analysis for the brands and define advertisement strategy of different brands and how it differs across the brands. ��

• Honda Cars:-

• Hyundai Motors India:-

• Mahindra and Mahindra:-

• Maruti Suzuki:-

• Tata Motors:-

• Toyota:-

Mahindra and Mahindra wants to run a digital ad campaign to complement its existing TV ads in Q1 of 2022. Based on the data from 2021, suggest a media plan to the CMO of Mahindra and Mahindra. Which audience should they target? *Assume XYZ Ads has the ad viewership data and TV viewership for the people in India. P.S. Brownie points for any additional actionable insights you can draw from the dataset. ���

Suggestions:- Mahindra and Mahindra should target the audience of daytime and primetime viewers in the first quarter of 2022. As observed on the comparitive analysis table Mahindra followed the same trend in 2021.

Products of Mahindra and Mahindra

• As Mahindra is focusing way too much on Mahindra thar and spending almost everything on Mahindra thar.
• Suggestion:-Mahindra would be focusing on other two SUV’s Mahindra scorpio and XUV 700.

• Spending different parts of India

• Central India

• Northeast India

• Northern India

• Southern India

• Results:-

1. The company spends a lot of money for the advertising. I learned how a data analyst can help the company to learn where to spend the money to get the maximum profit.
2. I learned about the pod position. I got to know how the ordering of ads are related to the money spent by the company.
3. I implemented the understanding of competitive analysis and how it can be done to get the valuable insights.
4. I learned the analytical skills of how a company can convert the audience to their customers at a low cost.

Thank You….