Ford Plans New Branding Campaign; Over Rs. 200 Crore will be Invested

Ford plans new branding campaign to master a comeback into the domestic market

Ford EcoSport Remains Most Exported Car from India

Ford’s Indian subsidary has a mountain to climb in order to get back in the tussle for market share in the domestic market. The success of a brand depends on the product perception people have over it and its integrity will decide the long-term consistency.

Maruti Suzuki has both those traits in abundance and they fuelled its continuous dominance in the market for decades. The huge marketing strategies devised will have humongous impact on the product as well as the customers. Therefore, the rivals will have to play by the benchmark company’s strengths and try to beat them in their own game.

2015 ford figo test drive review side view-3

Ford India is trying to do just that as a massive branding campaign has been in the making. Over Rs. 200 crore investment will be made to revive the brand’s fortunes as even the American automaker’s best-selling EcoSport SUV has taken a huge dip in sales due to the increased competition from Maruti Suzuki Vitara Brezza and Mahindra TUV300.

The recent slump in demand for the Figo twins has instigated such a campaign boost as the after sales support, persisent servicing, increased availability of parts through a network of authorised distributors and showroom ambience will be keenly emphasised. The budget for the multi-media brand campaign was revealed by a source to ET Auto.

The new strategy will cover all the products and services from Ford’s fleet. As soon as the Vitara Brezza was launched, Ford acted swiftly to reduce the prices for the EcoSport by up to Rs. 1.12 lakh. Although it helped them to get some more sales, Brezza was there to spoil the party.

2016 ford endeavour 3.2 india front

Ever since it entered Indian market, it slowly moved up the rankings and now sits only second to the SUV-segment leading Hyundai Creta. Meanwhile, Ford EcoSport slipped down the order and is now positioned in fifth at the end of April 2016.

For reaching a level of sustained growth, the new measures for on-ground delivery at dealerships and service points will be implemented as well. Recently, Ford introduced an user-friendly service price calculator for ease of customers knowledge.

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SOURCEET Auto