Then there are others in the business, thinking out of the tool box. Skoda for that matter is thinking along the lines of 360-degree media campaigns with the launch of its new Laura and Superb models. Just like BMW, it has little faith in the power of discount pricing as Ashutosh Dixit, GM-Sales & Network Development, Skoda Auto India avers, “We have a discount campaign running for the Fabia but apart from that, there are no cash discounts that the company is offering. Rather, we will be coming up with a new media campaign for Laura.
Skoda is banking on the Laura and the Superb to generate the maximum sales as we are expecting a 20-25% jump in sales during the festival period as compared to last year...” There is the number one two-wheeler manufacturer in the country – Hero Honda – which is also charting similar routes. After the launch of the much-awaited Karizma ZMR, the company is now delving over storming the marketplace with an aggressive marketing campaign. The aim: break the six-lakh-unit-sales-in-a-month benchmark, which it set during the festive season last year.
Even FIAT, which made a perfect comeback into the Indian market with the launch of the elegant Linea, seems to be in no mood to offer any freebies to the consumer. “We will be launching a brand new campaign for the Linea. We expect the sales to jump by a decent 8-10% in the festive season period,” asserts Ravi Bhatia, VP-Commercial, FIAT India. Then comes a surprise from an Indian firm, which was largely born in the country. Despite having understood the price-sensitiveness of customers, especially in the segments in which it operates, Maruti Suzuki is also strangely in no mood to give price concessions this season... “There are no special discounts this festive season. Rather we will focus on new launches, along with very aggressive marketing to generate higher sales during the festive period,” opined a senior company official.
However, there are still many who believe in Marshall’s Law of demand. One such name is Yamaha, which besides a few new launches, has announced a scratch card scheme for the festive season, wherein the company is “giving a chance to the consumer to gamble a bit, as during the festival period, people like to gamble a lot. We expect a healthy growth in this period,” opines Pankaj Dubey, National Business Head, Yamaha Motor India. Yes, there are also companies like GM and Hyundai, who are offering a host of discounts to lure Indian consumers, but by offering discounts on products like (Chevrolet) Spark and (Hyundai) i10, the companies are only slicing their already wafer-thin margins.
Everyone is hopeful that this festive season will prove better, more so Wilfried Aulbur, CEO, Mercedes Benz India, who chuckles when he says, “Yes, only if there isn’t any Lehman repeating history this time. And I pray there isn’t any this time.” Aulbur, you have all us second that!
For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
For More IIPM Info, Visit below mentioned IIPM articles.
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Management guru Arindam Chaudhuri’s latest blockbuster book, Discover The Diamond In You
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Skoda is banking on the Laura and the Superb to generate the maximum sales as we are expecting a 20-25% jump in sales during the festival period as compared to last year...” There is the number one two-wheeler manufacturer in the country – Hero Honda – which is also charting similar routes. After the launch of the much-awaited Karizma ZMR, the company is now delving over storming the marketplace with an aggressive marketing campaign. The aim: break the six-lakh-unit-sales-in-a-month benchmark, which it set during the festive season last year.
Even FIAT, which made a perfect comeback into the Indian market with the launch of the elegant Linea, seems to be in no mood to offer any freebies to the consumer. “We will be launching a brand new campaign for the Linea. We expect the sales to jump by a decent 8-10% in the festive season period,” asserts Ravi Bhatia, VP-Commercial, FIAT India. Then comes a surprise from an Indian firm, which was largely born in the country. Despite having understood the price-sensitiveness of customers, especially in the segments in which it operates, Maruti Suzuki is also strangely in no mood to give price concessions this season... “There are no special discounts this festive season. Rather we will focus on new launches, along with very aggressive marketing to generate higher sales during the festive period,” opined a senior company official.
However, there are still many who believe in Marshall’s Law of demand. One such name is Yamaha, which besides a few new launches, has announced a scratch card scheme for the festive season, wherein the company is “giving a chance to the consumer to gamble a bit, as during the festival period, people like to gamble a lot. We expect a healthy growth in this period,” opines Pankaj Dubey, National Business Head, Yamaha Motor India. Yes, there are also companies like GM and Hyundai, who are offering a host of discounts to lure Indian consumers, but by offering discounts on products like (Chevrolet) Spark and (Hyundai) i10, the companies are only slicing their already wafer-thin margins.
Everyone is hopeful that this festive season will prove better, more so Wilfried Aulbur, CEO, Mercedes Benz India, who chuckles when he says, “Yes, only if there isn’t any Lehman repeating history this time. And I pray there isn’t any this time.” Aulbur, you have all us second that!
For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
For More IIPM Info, Visit below mentioned IIPM articles.
The Sunday Indian:- B-SCHOOL RANKING SCAMSTERS EXPOSED!For Exclusive Footage by Sunday Indian Click Here
Business Standard Exposes the Outlook Magazine Money Editor
Don't trust the Indian Media!
IIPM ISBE Programmes
Follow Arindam Chaudhuri on Twitter
IIPM B School on Twitter
Management guru Arindam Chaudhuri’s latest blockbuster book, Discover The Diamond In You
IIPM - Admission Procedure
IIPM, GURGAON
IIPM 2-year full time Programme (leading to the award of the MBA degree from IMI)
B-schools expect higher rate of campus placements this year
IIPM B School : King Khan, Bollywood Badshah and Quiz Wiz — that’s Shah Rukh Khan for you
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