Wonder how many have seen the Toyota Liva communication and scratched their head to figure if the communication is for a mobile phone or an automobile! I am sure the strategy planning team had come up with this great idea that the youth today are buying premium segment hatchback and we should connect with the [...]
Archive for the ‘Automobile market in India’ Category
The Maruti Mentality
Posted: February 21, 2011 in Advertising & Marketing, Automobile market in IndiaTags: advertising, Auto, Automobile, automobiles marketing, behavioural changes, brands, Compact car, consumer behaviour, India, indian consumer, marketing, Maruti 800, Maruti Suzuki, Mitsubishi Lancer, Suzuki
Long back I had seen a Maruti 800 with the Merc 3 pointed star on the hood. Back then when 800 was still ruling the roost and people were still into buying a small hatchback, it stood for aspiration. When the D segment cars were still very premium and Mitsubishi Lancer made one drool, it [...]
Meeting Aspirations Indian Style!
Posted: August 4, 2009 in Advertising & Marketing, Automobile market in IndiaTags: advertising, automobiles marketing, brands, consumer behaviour, indian consumer, marketing
The picture pretty much symbolises how we in India work on our aspirations till we actually manage to achieve them! In my earlier post “Driving & Behaviour”, I had touched upon this aspiration when the guy in small car is looking to overtake a big car and how deep in his heart he wants to [...]
Driving and behavior
Posted: July 21, 2009 in Automobile market in India, UncategorizedTags: consumer behaviour, India, indian consumer
I have always enjoyed watching other drivers while I am driving (or even being driven… Though it is a different issue that often with some people, I would rather keep my eyes closed). And when I say I enjoy watching, it does not mean watching them pretty young things either trying to control the car [...]
Target Audience a mystery for this Audi Ad
Posted: June 4, 2009 in Advertising & Marketing, Automobile market in IndiaTags: advertising, automobiles marketing, brands, indian consumer
The copy of the ad: “It’s what happens once the deal is inked, the board meetings are over, the sales team applauded, the client content, the appraisals completed, the boss gently reminded of increments, the tax returns filed, the colleagues treated, the homework completed, the wife dropped, the gym membership renewed and the new phone [...]
Why people do not buy high priced hatchbacks in India?
Posted: May 6, 2009 in Advertising & Marketing, Automobile market in IndiaTags: automobiles marketing, branding, indian consumer, market research, positioning
The original hatchback was Maruti and it pretty much set the trend for how hatchbacks are viewed. Moving from hatchback to sedan is a huge lifestage shift for the person And the community digs are hard to avoid when moving from INR 400,000 hatchback to INR 700,000 one. Expensive (and I am talking people perspective) [...]
Tata Nano – Whose dream car is it? – Part 2
Posted: May 5, 2009 in Automobile market in IndiaTags: automobiles marketing, indian consumer, Nano, positioning, TATA
So the numbers are out and they are not surprising. But still 200,000 cars booked is not bad at all. Though I just wonder… How many would actually take the deliveries when the time comes. Hints of economy getting back on track and if it does get back on track, the aspirations of people would [...]
Tata Nano – Whose dream car is it?
Posted: April 27, 2009 in Automobile market in IndiaTags: automobiles marketing, indian consumer, Nano, TATA
Read in the paper today that at least in Pune, the bookings for the car have not been as expected. Of course once the data is put together, the company will come out with outstanding figures. And they would be right too. But the question is will the enthusiasm and excitement sustain? Report said that [...]
