Roping in brand ambassadors for a larger awareness and acceptability of the product is a trend that does not have many takers in the Indian automobile sector. An SRK for i10, Aamir for Innova and Big B and Junior Bachchan for Versa are a case in point. However, Ranbir Kapoor has also recently made it to the list as he has been signed by Nissan Motors India for the next three years. In fact, while Micra was able to register only 600 bookings in the first six weeks, post Ranbir’s entry, the automaker got an additional 400 bookings within two weeks. But with only 11 dealerships all India, celebrity or no celebrity, sales will never thunder up. Apart from Micra, Ranbir will promote various other products of Nissan. Nissan has also done a handful of BTL activities to promote the upcoming Micra in the Indian market that were in a way, innovative – but only in a way. The company seems to be hunting for the consumer based on tried and tested concepts. “We always focus on addressing our customers with creative and unseen marketing activities. Moreover, we use our best brand ambassadors, our carlines with a clear benefit for the customers,” explained Lutz Kothe, Chief General Manager – Marketing & PR, Volkswagen Group Sales, India to 4Ps B&M. There is no denying that Nissan’s efforts have been able to work in favour of the company, but with consumer choices changing fast, Nissan needs to bring in creativity in its future campaigns. And of course, dealerships...
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Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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