Discussion in 'Fiat India News' started by NAREN64, Jun 15, 2010.
Ooops Hello "Tfians".
Hope FIAT also have updated their fb page till now.
Copy Paste gone wrong? QA Checks gone wrong? Marketing team gone wrong? Internet Advertising Agency gone wrong? Looks like inheriting FIAT culture of going wrong at various ends in a cycle
The ad seeks to imbue the 'Fiat' name with the associations of youthfulness, fun, urbane conviviality: 'happy'. Which is apt given the ignorant paranoia about ASS experience that most Indian B2 and C2 customers in India have. The ad is good in the sense that it combines mother-branding with product-branding. In fact, I very much like the fact that it tries to make a virtue of its Southern European origins, just what is needed in a market that is prejudiced against Euro car-makers. VW's 'smug' and expensive ad campaigns have not stopped VW from, so far, being an epic fail, flop in this market, given the clean slate VW had to work with. Whether this ad works will be decided not just by better sales numbers, but by longer-term brand recall and associations.
Fiat will NOT bring any car below the Punto, not for MANY years: under Marchionne FiatChrysler are focused on profitability and premiumization even of their less expensive models, let alone the use of Jeep. They'll keep getting ample revenues from the tight-budget end of the market via the JV with Tata, engine +AMT supplies to Maruti, and a potential global strategic investment in Suzuki (something rumoured in the Japanese press to be in the works.)
Meanwhile: marketing + more marketing+improve dealers and ASS+more marketing
The biggest problem for urban cars is parking spaces. People still need hatchbacks like i10 or WagonR, to zip around in city. The Punto is an allrounder hatch. It is as well performing as a good sedan on highways. The introduction of smaller Novo Uno will be needed to fill in gaps in certain markets even if what you say about premiumization is true to quite an extent. The markets are tricky and with fuel prices on rise, there will be a need for smaller engine cars atleast for the urban environments.
With more concentration on markets abroad and old plants aquisition at places and heavy plant investments globally, Fiat is planning a very long term game. It was rumored in Italy too that more job cuts will be there, but Fiat has also made it clear that it is there to stay with heavy investments in plant upgrades and hoping big for the future. Even workers are willing to work on Saturdays rather than a lay off. A few years back it was also a feeling amongst the Italians that top end and high quality car manufacturing could not be done and such car requirements would not be necessary in growing economies and that has backfired for them too due to their not acting appropriately at the time.
Hope this is not OT:
I think fiat's on the right track here: they are in the growing end of the market where they can at least hope to make profitable margins: B2, C, and once the India-made Jeep B- and C-SUV come in 2016, D segments. Anything below B2 will not work for Fiat, given the oligopoly of Maruti and Hyundai, and the highly risk-averse nature of the usually first-time car buyers in the A and B segments.
Question is: are the new Linea, new Punto and Avventura going to be enough till 2016? Not without a large amount of continuous innovative marketing, special editions, and further big improvements in dealers+ASS.
Sales and dealership plans will only go together. Even now dealerships get upset as sometimes the companies fail to respond to customer centric product innovations and service support. Introduction of an array of products that can be a viable choice for customers is necessary, else Fiat will always be looked at as an odd player, as has been the general attitude of people selling and going for Fiats the first time.
One of my friends who bought Linea in 2011 said he was informed by sales guys that customer retention (dont know if that's the precise term) is highest in Fiat. It could mean people with prior Uno, Sienas or Palios are the most likely customers for Fiat or maybe more probable future customers.. Call it brand loyalty maybe..?
About OT, future plan discussion could be shifted to Fiat India Future plans here..
They are FIAL after all. What else do you expect from them ?
Showing some goras dancing to the tune of Pharell's"Happy" does not amount to improving brand recall. You need an Indian brand ambassador who will emote , express views and project the image that Fiat cars really have what Indians want.
Not some superstar cricketer as they tried in the past, but someone who the customer can identify with. Look at the Honda Amaze car advert for example, the Father-in-law teasing his son-in-law about the legspace etc..that provides instant appeal. And I hear Honda has roped in Kapil Sharma of Comedy Nights to promote the Mobilio.
Thats what catches eyeballs and sets the buzz.
Almost everyone on this forum here who uses their Fiats know that their cars dont lack anything with respect to other brands. But try telling that to someone who is trying to buy a C2 segment sedan, he will prefer to wait and buy a Honda City than a Linea. Why?? Not because of bias against Euro-cars. Its more because the buyer is simply unaware of Fiat cars strengths.
Got this today through mail from FIAT.
Sent from my Grand 2
in that first ad by the time we get to that "taking the wheel and all" everyone would have changed the channel except for fiatian's....think fiatindia needs a new cmo or someone, they just dont know to promote...god even our micromax puts better ads
btw if they dont like honda or maruti ish ads then atleast consider something like pulsar mania ish ad for the punto evo 90hp or abarth, that ad gives me goosebumps everytime i watch that
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