Home >> Marketing >> Article

Fiat focuses on India through renewed brand strategy; unveils ‘Adventure Sport’

07-June-2005
Font Size   16
Fiat focuses on India through renewed brand strategy; unveils ‘Adventure Sport’

Fiat India is back with a bang. While it has launched ‘Adventure Sport’ priced at Rs 5.58 lakh (ex-showroom Mumbai), it also got its strategy for India in place. Through an agile and efficient structure, Fiat India intends to bring down costs and enhance decision-making process.

Having acknowledged the identification of roadblocks in Indian market, it wants to gain customer confidence and eventually make it the most preferred choice.

Dr. Paolo Castagna, the newly-appointed Managing Director of Fiat India, said, “We need to streamline our operations and target our brand strategy at the premium end, being in sync with changes in the Indian economy where customers have high-purchasing power and aspire to be different.”

Fiat India is confident that improving dealer network and customer service will set things right for the automobile major.

Priced at Rs. 5.58 lakhs, Fiat Adventure Sport 1.6 Petrol is aimed at a new generation of consumers who enthusiastically seek-out the latest trends in style, safety, engine and performance. It has double ski- racks, a bull bar, a pair of ellipsoidal auxiliary lights and much taller, chunky, high-profile tyres.

No brand ambassador has been signed for the product as yet and the print campaigns are expected to commence within 15 days.

According to the company officials, the product has been designed and made based on extensive customer feedback and in-house research. The Adventure Sport will be available at all Fiat dealers across the country.

Tags

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

The ‘Effortless Style Gets Sportier!’ campaign focusses on the evolution of the existing communication of the product- ‘Effortlessly Stylish’ and fortifies it with the addition of a new flavor – ‘spor...

A social media campaign titled ‘Cricket with Rannvijay’ called out to cricket fans of Kolkata, challenging them to play better than Rannvijay and get an opportunity to enjoy Pizza Hut pan pizzas with...

In his free time, the marketing head of Škoda Auto India also loves to read and walk in the by-lanes of Bandra