Ford announced that Figo will be launched in March 2010. While Figo had to go head on with Chevy's Beat and yet to come Polo from VW, Ford has chosen to be very conservative in its marketing strategies.
When Volkswagen announced Polo, it started its brand building exercise much earlier. Similarly when GM launched Beat, though there were no big ATLs, there were enough BTLs taking place. Also, both these brands took place in the recent Auto Expo at Delhi. But in contrast, though Figo was announced for the Indian market almost during the same time like the competitors, there was never a great promo in place.Ford also needed a brand building exercise as the brand is perceived to have high running costs.
But after the recent announcement of Ford, it seems like, the company is trying to get the basics right. In automobile industry, if the product P is right, then the success rate is high. Figo, I would say is more suited for a Indian consumer in terms of value for money. Its more reliable and seems to have a better utility value.
Having said all this, lets see how the 'new blue oval' is going to fair against its German and Japanese rivals.
When Volkswagen announced Polo, it started its brand building exercise much earlier. Similarly when GM launched Beat, though there were no big ATLs, there were enough BTLs taking place. Also, both these brands took place in the recent Auto Expo at Delhi. But in contrast, though Figo was announced for the Indian market almost during the same time like the competitors, there was never a great promo in place.Ford also needed a brand building exercise as the brand is perceived to have high running costs.
But after the recent announcement of Ford, it seems like, the company is trying to get the basics right. In automobile industry, if the product P is right, then the success rate is high. Figo, I would say is more suited for a Indian consumer in terms of value for money. Its more reliable and seems to have a better utility value.
Having said all this, lets see how the 'new blue oval' is going to fair against its German and Japanese rivals.
Posts
No comments:
Post a Comment