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Will Fiat exclusive dealerships help improve Fiat Sales?

Discussion in 'Fiat India News' started by amit, Mar 24, 2011.

  1. Ravi

    Ravi Staff Member Janitor

    Grande Punto 1.3
    Exclusive showroom also will part of JV. Fiat in India is 50% Tata, so whatever plans are/will be, it has to be along with Tata.
  2. kaps

    kaps Superiore

    New Delhi
    New Delhi
    Linea 1.4
    If Fiat is thinking about separate showrooms, they ought to have earmarked a budget for it. They have to stop right there IMHO. The need of the hour is brand awareness and perception management. For me, there are two ways to do this:
    (i) Continue in the JV and ensure a higher level interaction, satisfaction level for the customer. How? Separate entrance for the showroom for Tata and Fiat vehicles. Make sure that car drivers do not mingle with the guy thinking of buying a TJet or MJD. People spending this much money are very very conscious of class difference.
    (ii) Rather than opening showrooms, acquire real estate and open awareness centers or car spas or whatever you want to call them with the sole motif of promoting Fiat vehicles. The presentation has to be knowledgeable and easy to grasp. Slowly evolve these centers into gaming zones/coffee houses cum showrooms. Change the perception of a usual showroom. Make it into something out of ordinary just the way Fiat cars are.

    From whatever funds are saved from the above two, follow third one

    (iii) Advertise, advertise and then advertise some more. Perception management has to be done through ads. Start small teasers like : Did you know?, What is Fiat!, Vehicle lineup of Fiat. Follow up with bigger adverts lambasting the competition. Show off the feature list, talk about mileage, talk about technology, give example of the no1 manufacturer using Fiat engines, glorify your products.

    In today's world of media controlled thinking, nothing is impossible provided you are willing to dumb down the public. Well, mango man is already dumbed down, use it to your advantage.

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