1. Introducing the smashing new Team FIAT T-Shirt !! To order yours click here : Team FIAT T-Shirt

Fiat Marketing - Campaigns, Advertisements, Sales Promotions

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

  1. manjunathkl

    manjunathkl Amatore

    Messages:
    61
    Bangalore
    Linea 1.4
    @prabhjot while I agree to all your points, I still stress the fact that sales numbers are very important. Look how Duster is selling. As much as Fiat, Renault is new to India. That's one up Renault.

    To improve sales, they could do the following:

    New Models - Tipo (replacing Linea), Bravo (New Intro), Jeep/500x mini SUVs - Abarth launch is a good move.
    New Tech - New Engines, Auto/AMT boxes, Park assist etc.
    New Customization options: Customers can configure their own car - add features, choose colors etc. as opposed to standard models
    New Finance options

    As a leader in technology and such die-hard fan base, Fiat must introduce some firsts in the market. Like twin-air engine. In USA models, they have a one touch light steering. It means, the superb hydraulic steering is a little tight at parking speeds, so while parking they have a button that converts it to electric and it becomes super light. Once you start rolling, you can switch it off and get back the hydraulic steering. Such features will help them differentiate and position themselves in a unique way. This is give a solid reason for aspirants to get interested with this brand as opposed to tried and tested, safe options.

    We have a tendency to blame the marketing for all the sales failures. In Fiat's case, it is not just the short fall of the marketing function, but also product strategy is not strong enough.
  2. gpunto75

    gpunto75 Amatore

    Messages:
    162
    Nasik
    Grande Punto 1.3
    The Abarth Punto made history yesterday as it was crowned the Variant of the Year at the Autocar Awards 2016!

    https://m.facebook.com/fiat.india

    Something's gone wrong with Autocar/Fiat relationship.
    Either Fiat started incentives, or Autocar decided to go unbiased.
    Anyway Autocar might have spend months on how to avoid this situation.
    Great going Fiat.
  3. rusticnomad

    rusticnomad Amatore

    Messages:
    144
    Indore
    Indore
    Linea T-Jet
    Investment in Autocar India paid?
    Autocarindia mag awards Abarth Punto the "Best Variant of the year 2016"
    Money Talks!!!
  4. Murphy_Fiat

    Murphy_Fiat Superiore

    Messages:
    648
    Trivandrum
    Trivandrum
    Linea T-Jet
    Which other Variant is there to Compete with. Well Deserved Award
    gpunto75, prabhjot and Amit Rox like this.
  5. nikhil0405

    nikhil0405 Amatore

    Messages:
    117
    Pune
    Linea 1.3
    Most of Autocar's comparos seem biased. Until now they have been eliminating Fiat cars on flimsy grounds. Suddenly after the abarth avventura review, there seems to be a change. Abarth Punto is one adorable car whether autocar endorses that or not.
    Murphy_Fiat likes this.
  6. Murphy_Fiat

    Murphy_Fiat Superiore

    Messages:
    648
    Trivandrum
    Trivandrum
    Linea T-Jet
    But Sadly Reviewers are Influencing Buyers to an Extend. Only Informed Buyers will do back to back TDs and Go for which ticks most of the requirements. Still Majority in India Go and Book a Car which most People Buy.
    nikhil0405 likes this.
  7. nikhil0405

    nikhil0405 Amatore

    Messages:
    117
    Pune
    Linea 1.3
    That is true. It is up to Fiat to change the mass perception about their cars. They need innovative marketing to start the change. Buying a car in India is still a big investment for most and people don't want to take risks. That is one of the reason for the so called herd mentality. Fait needs to clearly advertise the USP of their cars and at the same time emphasise the ease in maintainence.
    prabhjot and Murphy_Fiat like this.
  8. dadasaheb

    dadasaheb Regolare

    Messages:
    374
    Pune
    MH 12 (Ranjangaon)
    Linea 1.3
    @manjunathkl Fiats will only sell in good numbers when all the reviewers and auto mags and shows will say :
    go with fiat with your eyes closed about the after sales service as it is one of the best in country.
    or with FASS you do not have to worry about the after sales services and spare parts.

    that day will mark the beginning of mass sale of FCA cars.
  9. prabhjot

    prabhjot Esperto

    Messages:
    2,445
    delhi ncr
    @dadasaheb

    .....and, needless to say: THAT day will never come!:p

    But seriously: methinks both us and FIAT should stop aspiring for 'mass scale' sales of any sort.

    How? First and foremost: new models for exports primarily. Second: reduce dealerships in the smallest or weakest (sub)markets. Third: tie-up systematically with third-party ASS providers, branded or local, whether OR not there are dealers in that locality. And loudly advertize that fact. If decent-quality dealer-promoters are not forthcoming or have been proven to be missing: invest in land and after-sales directly, coco+use e-commerce hugely/as much as possible. Fourth: offer high-usp, distinctively superior models ONLY, even if premium-priced. No discounts, bigger marketing budget instead.

    OR, best of all Fifth: acquire/be acquired/merge-with......(Maruti) Suzuki, globally!:p

    After all thanks to its extortionate profit margins in Indian sales of its awful small cars, nearly equal to margins that FCA can only achieve with the world's greatest and most profitable autobrand Ferrari that sells a mere 7000 odd cars a year globally, Suzuki has one of the highest marketcaps of any autofirm (adjusted for sales volume), and among the highest P/E ratios of any firm anywhere of any size or quality or nationality or pedigree. They sell a small fraction of the number of cars FCA does, globally, almost none or at any rate very few (in europe) of which are as good as any even entry-level model by FCA, and yet have a marketcap and sharevalue that is WAY WAY higher.

    The next, coming-soon(?) global recession/meltdown (India will sink as well) will see such seemingly wild things happening in the auto industry, not least/even in India, where the crisis in the auto industry and its dealers etc is slowly and quietly building up massively due to the outsized domination of just 3 firms (Maruti, HY and Mahindra) and the utter losses of everyone else (India sales and service).:watching:

    OR: in 3-5 years' time shut down the FIAT brand altogether, despite its old indian heritage, IF the Jeep brand (also one with old old desi history) sales and exports with the 1 or 3 new smaller, cheaper, global models goes well enough to fillout the ranjangaon plant capacity decently. To which could be added, for the longer term, the new Alfa Romeo-s from the same dealerships, just as they will be in Europe and China too?

    i.e., in say 5 years' time: become a German-luxe-type operation in India with the difference that India would be a major manufacturing and r&d/development centre for exports (some Jeeps). :cool:
    dadasaheb likes this.
  10. Navneet

    Navneet Amatore

    Messages:
    58
    Mumbai
    Mumbai
    Linea T-Jet
    My 2 cent, FIAT is well behind in strategic marketing and building the Brand Image. I have seen Royal Enfield struggling years , and how they have come back from ashes. Wasn't RE almost bankrupt and verge of collapsing a decade back! See Ford and Chevrolet , and they are too struggling but going better than worst atleast!

    In UK, make no mistake , atleast in city like London , you are easy to find at least 1 FIAT for every 15car. At least I used to see many 500 and its other variant(500L, 500x) , Punto and Panda every often, (making me miss my angels back home). Even Bravo and Freemonte were a pleasant for eye to be seen here and there. We can see 500 and Panda 4x4 Advertisments at atleast once in a weak in the newspaper and/or inside Tube/Station. FIAT n Jeep has build a very strong brand image in UK , which it failed in India. Perhaps for UK, credit can also goes to TopGear and Fifth Gear too, which had given honest and excellent reviews for 500(own by Richard) and Panda 4x4(its comparison with LandRover!) .

    If a good strategy can be used, then FIAT can definitely be a cat among pigeons. But perhaps, we they just have become lazy enough and decided to be a mouse. Dont know if many decision making head on board are just waiting for their pensions or retirement plans or job hops. Running on "Chalta hai attitude "!

    At our side, its clear even the Private sector is completely corrupt. All the reviews seems to be completely biased on who pays most. Baleno is called a Premium Hatchback, KUV100 is called an SUV, FordEcoSport is an SUV too(not complaining about the car though, its not a 4x4 nor a rear wheel drive I guess) and new Honda Jazz or I20 is called best car with great fit and finish(isnt there much weight reduction and cost cutting in new Jazz compared to its First generation and can somebody throw light on how the plastic interior or Hyundias have aged well compared to Fiats (Palios) of the same periods!).

    I am not a expert on this subject, but if somebody can smack those heads and open their eyes which are running FIAT, would be helpful. Perhaps , eyes will open late, when Maruti and Tata starts making there own engine in couple of years.
    prabhjot, dadasaheb and Amit Rox like this.

Share This Page