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Fiat Marketing - Campaigns, Advertisements, Sales Promotions

Discussion in 'Fiat India News' started by NAREN64, Jun 15, 2010.

  1. prabhjot

    prabhjot Esperto

    Messages:
    2,447
    delhi ncr
    http://news.allpar.com/index.php/2015/08/fca-to-team-up-with-lucasfilm-for-star-wars-29694

    The sort of thing Fiat (and Jeep) had better start doing, at big expense of course, in 'filmi' India.

    btw, FCA is in the USofA the eighth-biggest advertiser of all firms, and by far the biggest of any automotive firm (those long, cinematic SuperBowl ads etc), at the rate of 2.2 BILLION dollars a year!

    But the American brands are mostly re-built,reflated and re-vivified there now, and so they're cutting back on marketing spend this year.....which should meanthat many more marketing/advertizing euros/dollars for India and China (Abarth launch, and Jeep launch, respectively, in 2016)?!
    Vidhyashankar Kannan likes this.
  2. Vidhyashankar Kannan

    Vidhyashankar Kannan Regolare

    Messages:
    271
    Hyderabad
    Hyderabad
    Avventura 1.3 90 HP
    I like your positive attitude but I don't think it works that way :finger:

    Besides, as usual, the stage is set for a drubbing of the Punto Abarth as already the talk is that it has "immense" body roll. I don't know why people choose to thrash Fiat this way. Suddenly the Creta has no body roll and the Fiat has too much of it!

    I think Fiat India needs to seriously get into buying its reviews here. If you can't beat them, join them.
    bibin, bharath and prabhjot like this.
  3. Raj_pol

    Raj_pol Regolare

    Messages:
    495
    Bangalore
    Punto Evo 1.3
    @Vidhyashankar Kannan Hey but that is the way business functions. We cannot be naive - all business houses do stuff which may not be exactly correct.

    However if they need to compete they need to do what is required in this market.
  4. Vidhyashankar Kannan

    Vidhyashankar Kannan Regolare

    Messages:
    271
    Hyderabad
    Hyderabad
    Avventura 1.3 90 HP
    I agree. I only wish they did this a long time back. India is simply too skewed a market as it is first governed by hearsay, then peer pressure and then blind faith. To break this already illogical stance, Fiat needs to do whatever it takes if they plan to stay long term.
    prabhjot likes this.
  5. Raj_pol

    Raj_pol Regolare

    Messages:
    495
    Bangalore
    Punto Evo 1.3
    @Vidhyashankar Kannan To add, I still feel that Fiat should bring very quickly cheaper models of it's more expensive designs. If they do not Hyundai or some other Chinese company would copy the designs and release it in India.
    While at it I was curious - does the FCA group have anything in the GLA class of vehicles as competitors. That is a range of vehicles that sells 5 times as much in a year than Fiat does and is a very good market to make profits I believe.
    Vidhyashankar Kannan likes this.
  6. Sujit508

    Sujit508 Amatore

    Messages:
    233
    Bangalore , Karnataka
    Bangalore
    Retro / Classic FIAT

    Look at Mahindra S101 Interiors --> 3 + 3 seating arrangement.

    Copy from Fiat Multipla year 2000 model.
  7. Vidhyashankar Kannan

    Vidhyashankar Kannan Regolare

    Messages:
    271
    Hyderabad
    Hyderabad
    Avventura 1.3 90 HP
    I still think the issue has to do with the blind faith that Indians have when it comes to their brands. Here's an example. If you see the team-bhp posts on the Creta and the S-Cross, they ran into 70 pages even before the cars were launched. Such is the craze that people have on these two brands. The Punto Abarth post on the other hand is still 1 page. Everyone talks about how good Fiat is and they swear that they will buy it and then utter superlatives on its power and that it is THE car to have. But after all that appreciation, they will go and buy an M or an H.

    So the issue is somewhere else. Maybe the bling, maybe the trims, maybe the fact that there is no need to take any more risk now with Fiat since other brands are offering everything in a car that is sufficient to own for the purpose of transportation. Even if Fiat brings in more cars, today I think that it is of no use. The blind faith has to be broken.
    bharath, abhinav_nani and prabhjot like this.
  8. prabhjot

    prabhjot Esperto

    Messages:
    2,447
    delhi ncr
    @Raj_pol

    The GLA class you refer to is the small luxury-cum-some-versions-sporty cuv segment, itself a segment within the larger one of cuv-s/fake-suv-s/more-true-suv's, at any price, ranging from the Kwid to the Range Rover LWB Autobiography.

    In India, we have, AS USUAL AND WITH EVRYTHING here: a 'kiscth-di', a confused mish-mash of logics and perceptions and assorted distortions etc.

    What does this mean in thecase you cite?

    People cross-shop merrily between such wildly different cars as say the Fortuner with the Santa Fe with the Camry Hybrid with the GLA/Q3/X1/V40, not to mention their sedan equivalents, people routinely decide to downtrade and buy say a Skoda Superb or even Octavia even though they have the money andthe initial desire to go for say a GLA or Q3, but many routinely stretch and go out of their way to buy a utterly impractical GLA or CLA or A classe or 3-series, when what they initially wanted a spacious and practical yet 'high status' car like say the Octavia or the Camry.

    Very few people have funda-s clear, those that do either utterly prioritize safe-bets on ASS+reliability+practicality=what they think is VFM like the Innova, Fortuner or Camry, or utterly and blindly buy a (invariably German) expensive, ostentatiously awful vfm and totally ill-suited to Indian road life, 'luxury cars/fake suv-s' because their utter priority is status.

    Increasing numbers are able to do BOTH, since they have multiple cars in the family: one for 'luxury status' (often paid for by their companies as a perquisite, others for vfm+practicality etc.)

    Therefore: how does FCA operate in such segments, as you rightly say showing fast growth, GIVENsuch logics, and GIVEN the brands they have, with their respective identities+(dis)reputations, etc?

    Globally, FCA's answer to this, so far super successful is to: globalize the Jeep brand, including especially enter smaller, cheaper segments with the renegade and the upcoming C-Suv, and in the future maybe even lower in price. Since it is a well-recognized brand-identity globally, without until Fiat's takeover, presence in most countries or indeed segments around the world. The results are staggeringly good so far, with the real kicker coming up: the start later this year of localized manufacturing of Jeeps in China where they already sell many tens of thousands of high-priced imports. AND: localized manufacturing of them (and their Fiat siblings/twins) in Brazil too.

    India being the LAST such local manufacture location they plan, anywhere in the world.

    So: the Jeep C-suv and/or Renegade (localized) and/or models above that (Grand Cherokee, possibly Cherokee, Wrangler 4-door: CKD) is their answer to your and the market's challenge/opportunity-incentive-structure. It is IMO just the right answer, assuming decent operational/implemantational quality+quantity as they roll-out the brand,the dealers, the CKD operations and finally the local manufacture in 2017 through 2018 (alongwith tata+exports).

    The question, then, is: whither 'Fiat'-branded vehicles in this?

    In Europe and in LatAM Fiat too is trying to answer this challenge+opportunity, withinthe constraints of the fact that Fiat has always been, and been identified as, the maker of SMALL, democratic/inexpensive-yet-stylish-practical-and sometimes-sporty cars as well utility vans, trucks, tractors etc, and NOT 'luxury', not 'premium', not 'macho-big-beefy-suv'.

    'Fiat' as a brand has always been the automotive equivalent of Vespa scooters: great but very democratic and accesible small inexpensive vehicles. Only without the utter-unique-retro-chic cachet of Vespa. So for Fiat to compete in the bigger, and in any case expensive-premium/luxury/sporty Cuv/Suv space that is booming globally is NOT easy.

    But they've found a solution via the twinning of Fiats with Jeeps (the smaller, newer, global models: starting with the 500X, the upcoming TORO pickup-based bigger SUV (non-500-style), and of course they already are pioneers in Europe and Brazil of the small-cheap-SUV with cars like the famous Panda 4x4/Cross, the Palio Adventure, the Sedici/SX4, now the Uno Sporting, IDEA Adeventure etc. Even the famous, very avant-garde, ultra-space-efficient Multipla has as sort-of-premium-within-mass equivalent: the 500L and the500L Living b-MPV.

    As I posted a couple of days ago: for India, they've seeded the segment (not very successfully at all) with the Avventura, and so the question is: will the 'new Avventura' be the bigger-than-500X Toro-pickup twin of the Jeep C-Suv, or will it be a smaller, crossover variant of the next-gen Punto/Palio which will also come later in 2017, or so their plan states? Or: will it be the Aegea hatch, in cross form? We'll see at the Auto Expo.

    The problem for the Fiat brand in India, as opposed to Brazil, or Europe (where the 500X has sold 37000 odd times sofar this year since launch in feb/march): how to and on what basis to get buyers inclined towards say the XUV500 at one end, and the Fortuner at the other, as well the buyers to tend-to-such-suckers that 30000 of them Creta-nously buy the new Hyundai within a month....to buy say the 'New Avventura' or in the future (hopefully) the 500X, both of which will be much superior to these vehicles on ANY dimension/parameter.

    It is a major, and still possibly INSOLUBLE problem for the 'Fiat' brand (though perhaps, let's see, not for 'Jeep'), one in which the PRODUCT, namely the actual car/cuv/suv, whether 'somewhat premium' or 'very affordable and friendly' offered will be imo practically IRRELEVANT.

    Let's see. They have imo the right strategy: Jeep first, Abarth first etc (given the failure of thecurrent Avventura)......they have no choice but to try with the 'New Avventura' (however positioned) next year, and take it from there.

    It will take years! The products are beside the point. For high non-export-sales numbers and brand-trust/confidence, that is, not profits, which as we know have no correlation with sales numbers at all in India (except for Maruti S and Hyundai), the greatest proof of which is....Fiat/FCA itself!
  9. Raj_pol

    Raj_pol Regolare

    Messages:
    495
    Bangalore
    Punto Evo 1.3
    @prabhjot Unfortunately I do not see anything other than the Cherokee being in the GLA class. The Jeep definitely is an extremely capable vehicle but then it is again in a different segment. The short answer then is Fiat probably does not have much to show in that segment for now.

    Even more interesting is the sedan equivalent - the CLA for example. India is doing extremely well, a lot of rich fathers would like to present something like the CLA to their kids on their 18th birthday and in many case making sure that they do not make it to the 21st. (Excuse the sarcasm).

    The larger point though for FIAT considering the sales and potential numbers in that segment - to have many cars in that price point. Maybe not as FIAT as we both agree that the brand is screwed up not only in India but in many parts of the world but maybe under a different sub brand, say the Alfa Romeo or the Mito.

    Where you see a problem I see an opportunity - Indians now have the capacity to spend 17L on the Creta. Would a good looking (most important thing more than ride quality and such stuff)like the 500X be able to snatch a few customers from the Creta. Definitely yes - again globally the Fortunner is compared with the Cherokee in many countries of the world both in features and pricing so a slightly lower version of Cherokee should compete with the Fortunner.

    How do you make inroads by having the cars in the showroom silly?

    And I have been shouting hoarse that the Avventura would never sell in the current shape as it looks too much like the Punto. get a different vehicle from the ground up and then we will see.

    Finally marketing - FIAT still has not done any marketing on the Punto Abarth. Show me one TV ad in a major channel in India where they have marketed the Punto Abarth.
    People know about the ivtec because Honda still markets the engine - how will folks know about the T-jet if you do not market the same.

    Youtube and white folks running around in facebook do not count.
  10. prabhjot

    prabhjot Esperto

    Messages:
    2,447
    delhi ncr
    @Raj_pol

    You have several confusions at work.

    (a) JEEP is a brand, not a particular suv. What you call a Jeep is the Wrangler.

    (b) The Grand Cherokee is Mercedes M-classe (gle) segment vehicle, even price-wise (more or actually only a bit/not too much less) , everywhere, even in the US, Europe, China and the Middle east. And sells excellently. It is just ignorant to talk of it in the same breath as the Fortuner.

    (c) The Cherokee is a different vehicle to the Grand Cherokee, and competes against the likes of the Toyota RAV4 and say the Hyundai Santa Fe on the one hand, and the Audi Q5, BMW X3 and merc GLC, both in the US (very very successfully, and in Europe too, where it is selling decently), and is of course the vastly better pukka-SUV than any of these cars

    (d) the Jeeps that address your question are the Renegade and the upcoming C-SUV, and their Fiat siblings (500X, Toro pickup-based C-Suv)

    (e) the GLA/Q3/X1-type small luxe cuv is the very kind of car the 500X (rather than the Renegade), like the Mini Countryman is designed to defeat, at vastly lower prices (downtrading, because of the 500-esque styling: premium-within-mass). That strategy is successful in europe, where it is selling well, and will likely work well enough in the US too. The 500X is designed and specced to capture both 'upgraders and 'downgraders', that's what 'premium within mass' means. In those markets.

    (f) The 500X and the New Avventura and all the advertizing in the world will not persuade large numbers to buy them in India, where people buy the 'Perfect Suv' 30000 times immediately, and where a PiecesOfS like the Fortuner sell for 30lakh+ and the XUV500 for 16 lakh+.

    (g) therefore, doing what you advocate: launch this and that too.....is a sure way to lose money. Products have nothing to do with the sales-number-issue that Fiat (like at least 5 other firms and brands) have in India.

    (h) therefore JEEP is and should be the sole (?central/main?) focus as far as Cuv-s/Suv-s go: from 15 lakh rupees (say the Renegade) to 60+ lakhs (Grand Cherokee).

    (i) export-first, then think of Indian market sales, NOT the other way around. If so, the chances of the 500X being viably launched here are poor indeed, rightly so. Till the brand confidence and trust improves, by 2018?

    MODS: this discussion is OT, in many ways, and so pls delete if felt to be unacceptable on this thread. thanks.
    bharath and Vidhyashankar Kannan like this.

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