Thursday, April 21, 2011

Marketing Strategies adopted by Automobile industry in India


Due to the very competitive nature in the automobile industry and with various foreign manufacturers entering into the Indian market, it has become very important for the Indian manufacturers to come up with a distinguishing marketing strategy for their cars.

The various marketing strategies adopted are as follows:
Advertisements on the Audio visual medium are a rage as it gives the car makers an opportunity to flaunt their cars. Flashy cars can be demonstrated on television but when it comes to the finer prints of the cars, print and online media comes to the rescue.
The digital medium offers a greater flexibility to the car companies since they come with a lot of interactive features like demonstrating the interiors of the car with its salient features.
The print medium on the other hand provides an opportunity to the car makers to explain the function of a car in detail.
Celebrity endorsements and testimonial advertisements have come a long way and they are also doing their bit to sell the cars. Super star Shahrukh Khan has been associated with Hyundai Motor Company for a long time and he comes regularly on television to promote the Santro car.
Similarly Ford has roped in Abhieshek Bachan for the promotion of the latest offering from the company Ford Fiesta.
On a similar note Saif Ali Khan and Rani Mukherjee is shown chasing each other with a Chevrolet Aveo.
Aamir Khan who is considered to be one of the most talented actors in the industry is frequently seen changing roles on screen to promote the Toyota Innova, a car which is generations ahead of its predecessor Toyota Qualis.
Cricketers haven't been left behind in the race of promoting cars; Fiat Palio had received a great thrust when the promotion of the car was taken up by the batting maestro Sachin Tendulkar.
In addition to the publicity and advertisement which is done by the companies there are certain innovative strategies which are taken up by the companies to beat the competition from time to time.

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