Re: Fiat introduces 5x5 offer in India Quote:
Originally Posted by varadha_r Yawn. as a t-jet owner, I can tell you, none of this is going to work. people who buy a fiat buy it not for discounts or offers but for driving pleasure.
do focussed marketing - build a social media presence of people who enjoy driving their t-jet cars. Use it to drum up buzz about the true DNA of cars and get people to understand what they offer different from a suzuki or a honda.
fiat are like a royal enfield or a harley davidson - by disconting and doing mindless models like linea classic, they are going to get nowhere.
Junk the basic, toothless models - offer the entire range of mods in fiat dealers and upsell those to the t-jet and punto sports owners. Promos work only for cars in the mass consideration set - if you are niche, you should focus on going the entire distance.
Conduct in city rallies, focus on "exploration" theme based events - reposition the DNA to "driving pleasure". I find it ridiculous that linea is trying to sell itself as the longest car in its class - imagine royal enfield doing that - the heaviest bike in its class. Reeks of lack of ideas and class.
i am sure the marketing geeks at fiat can do better. |
Came across this on Facebook
Well, this Fiat 5x5 thing isn't going to boost sales at all, but may be Fiat's way of recognizing its loyal buyer base and getting proactive (albeit modestly) in its attempt to retain the selective buyers they have. The next step is to make the service network more extensive and more importantly - ensure that the touch point expansion is publicized heavily. |