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What FIAT needs to do to sell more

Discussion in 'Fiat India News' started by Sumit, Jul 30, 2010.

  1. Sailer_Punter

    Sailer_Punter Amatore

    There was a lot of noise in Electronic media about the launch, not yet in Print Media. Knowing Fiat's pace, it will come by Diwali.

    In financial Express, I read that Fiat is targeting for a 4% market share in India, this being the first step.
    prabhjot likes this.
  2. acechip

    acechip Superiore

    All this market share talk is just so amusing. Perhaps Fiat feels that people in India have a mass "dream" of having the newest Abarths, Jeeps etc. And then these people will sleep walk their way to the showroom, take a TD and sign the cheque and drive home their cars. Job done for Fiat India. Who needs to advertise in the papers ?? Thats rubbish.
  3. Vidhyashankar Kannan

    Vidhyashankar Kannan Regolare

    Avventura 1.3 90 HP
    Fiat better give a few large ads this time. Otherwise it will be another gigantic fiasco. They need to give paper ads, hoardings, sms, anything to capture attention. And IF they plan a TV ad, it better be relevant. And more than a whole 10 seconds. The public has all but totally ostracized this brand except for their engines.
  4. kunwar.g

    kunwar.g Superiore

    Grande Punto 1.3
    1 Ad every week, with changing days every week in the major newspapers should just be a good start. And they need to make the ad more meaningful than just discount and pics of complete car. Need to have information of benefits of owning a Fiat.
  5. prabhjot

    prabhjot Esperto

    delhi ncr
    ADs for the 145 hp 200+Nm tjet Fiat/Abarth Punto-s are going to be useless,

    beyond the 'nexus' of those already well-aware of the Fiat/Abarth brand, its attributes in terms of engineering, design, services, prices etc, even if they have not bought or owned a Fiat yet.

    Any ad campaign targetting a wide audience for the t-jet Evo and Aventura is a waste of money: there is NO 'wider' audience willing or caring enough to bother/with.

    And so the Abarth Punto ads must address that small sub-set, and NOT pitch it at too LCM a desi level, whether that be 'higher' or 'lower'.

    However, for the longer run and with little or rather no (?!) hope of any immediate sales payoff, a seperate broader AD campaign is required for the 'mother' brands: Fiat, as well as (in the business press) FCA itself, and of course soon JEEP too.

    A la 'make the move' ads from a year and a half ago, or better (more 'desi') versions of the 'hello life' ads: seperate from the Abarth t-jet ads. Those two were mother-branding exercizies, were fairly widely aired on TV, we hardly saw a sales- or even trust/interest-effect, did we?
  6. kunwar.g

    kunwar.g Superiore

    Grande Punto 1.3
    That's exactly what Fiat needs to do. That is what i meant "Need to have information of benefits of owning a Fiat.

    There was not a single promotion of the special edition of the Linea that was launched. Fiat neesd to atleast start including visually the benefits of owning a Fiat. Show comparitive spare parts cost. The video on FB and Youtube of people sharing their feedback on Fiat should be aired on TV.

    So far all the adds that i have seen of Fiat are very stupidly made. The Avventura ad- what were they trying to sell. Too fast , no focus point, no highlight of the features, built quality or even the launch price. Fiat needs to generate interest to atleast bring people to Fiat showrooms, then starts the job of the dealer.
  7. prabhjot

    prabhjot Esperto

    delhi ncr


    A frank and blunt confession of both abject failure (so far) as well as a chastened yet analytic, correct learning of JUST how difficult it is to make any money in the Indian car baazar/mass market (other than via exports).

    From the ceo of Renault-Nissan India, a firm that has been ever-so-active with new launches, new brands, new nameplates, well-timed entries into 'white spaces' in the marketplace (or so they thought) etc.

    IMO, the structural domination by the top 3 Jap and Korean firms, via economies of scale in branding, dealer quality, ass and spares quality, advertizing, geographical reach, supplier discounts, favourable media coverage etc etc has reached the stage where, OTHER than for exports....

    firms other than M Suzuki, HY, H and Toyota+Tata+Mahindra should abandon the Indian a- b- and c-segments (price-wise) entirely.

    FCA are on just the right track, unlike Ford with the Aspire/Figo etc: gradually scale down the mass market presence even further (while milking it indirectly via tata and maruti) by trying to push upwards (Abarth, Jeep....and hopefully other bigger, more expensive even better Fiat models like the 500X, Aegea etc).

    IF that is what they've decided to do. We'll see, but the post-Kevin Flynn FCA India, in the context of Marchionne's and Manley's overall approach in APAC and globally, is showing signs of following this tough lesson. Assuming they're willing to do the marketing-work that is necessary, from now on.

    Which is just fine (provided they reduce the number of dealers while not necessarily reducing the number of service centres) since

    it will mean we get good, 'true and honest' Fiats/Abarths/Jeeps (to go with the excellent new Tata-s from the same Ranjangaon plant),

    rather than fakes-for-a-third-world market (eg, the 'Renault' duster, the 'Nissan' Micra, the 'VW' Vento, the 'Skoda' Rapid, the 'Ford' Aspire, the 'Toyota' Etios, or even the awful 'Honda' City).
    jackharrisw likes this.

    GANESH H Amatore

    Linea 1.3
    First of all FIAT INDIA should appoint brand ambassador like Salman Khan and Katrina Kaif . Their ads with these two filmstars will do much needed brand awareness in common Indian peoples / buyers . If they sign these filmstars they could do wonders as Shahrukh Khan is doing for HYUNDAI . They should approach those filmstar's film's producer for fiat cars marketing by including Linea and abarth 500 in their films by showing those actors driving fiat cars in some suitable scenes. Also Fiat cuold make positive image by giving
    good service support.
    Raaz likes this.
  9. Raaz

    Raaz Amatore

    Andhra Pradesh
    Retro / Classic FIAT
    IMO, every Indian car buyer knows about Fiat cars. But Fiat haven't spread the enough confidence to buy their cars. They should enhance their service centers, showrooms and not to forget availability of spares with reasonable prices. If Fiat doesn't provide all these basic things, no film star can enhance their business through the ads.
    GANESH H likes this.
  10. Revv

    Revv Amatore

    Chinchwad, Pune
    Chinchwadgaon Pune
    Linea 1.4

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