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Auto majors step up marketing efforts to entice buyers

25-October-2004
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Auto majors step up marketing efforts to entice buyers

With competition revving up in the small car market, Hyundai Motors India Ltd and Tata Motors are chalking out fresh marketing plans to gain a competitive edge in this sector. For starters, Hyundai is in the process of rolling out an integrated marketing plan to popularise its new launch-Hyundai Getz. On the other hand, Tata Motors is gearing up to launch a multi-media ad campaign to promote its brand Tata Indica V2 within a month.

Strapped with the tagline ‘Getz You’ Hyundai Getz hit the Indian roads last month. And to promote its new offering, Hyundai has chalked out a strategy which includes press ads, television campaign, outdoor media and internet advertising. In addition, the company is in the process of rolling out a slew of marketing initiatives to promote its new launch.

As part of its marketing strategy, Hyundai has recently tied-up with Virgin Records to launch a music album titled ‘Getz you’, composed by music director Anu Malik. On Hyundai’s game plan for Getz, manager marketing Hyundai Motors’ marketing manager Sanjiv Shukla says,‘‘This initiative will highlight the brand identity of Getz. We have positioned the brand as a ‘new age car’ which is targeted at stylish individuals. We are promoting this brand on its style and attitude platform. For the first time, we have launched a music and video album to promote our brand.’’

In a bid to reach out to a wider target audience, Hyundai has recently extended its dealership to 133 across the country. To support its mass media advertising, the company is now focusing on ground promotions.‘‘We are hosting dance competitions at discos and night clubs in major metros across the country. As it’s a new age car, we have also launched a slew of internet ad campaigns to promote our brand online.’’ For this purpose, the company has tied up with portals like Rediff and Yahoo! India.

Across the road, Tata Motors is working on a new ad campaign to promote its brand Tata Indica V2. Designed by FCB-Ulka, the new campaign will include press, television and outdoor media. Says FCB-Ulka executive director MG Parameswaran,‘‘With this new campaign, we plan to strengthen the positioning of our brand in the Indian market place. Recently, we ran a nationwide promotion to encourge ‘test drives’ of the entire range of Tata Motors. The response to IndicaV 2 was quite encouraging.’’

As for the rationale behind the launch of promotional activities, Mr Parameswaran explains that the objective is to create excitement around the brand and to get a new class of car buyers.‘‘As an ongoing process, we will be doing online advertising for Indica V2 on the Net. We have tie-ups with Yahoo India and Rediff for this,’’ he adds. The company also has plans to beef up the operations of its CRM initiative ‘Indica Club’.

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