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MUL plans to reposition WagonR

18-November-2002
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MUL plans to reposition WagonR

Maruti Udyog (MUL) is repositioning its multi-purpose vehicle WagonR to further strengthen its brand and increase its existing market share from 10 per cent. The car has witnessed a huge growth in sales of around 23 per cent at 17,531 units during April to October this year.

Maruti Udyog is planning to launch a new comprehensive advertising campaign based on the theme ‘Inspired Engineering’ campaign. The new positioning reflects that the ‘Tall Boy’ is a piece of unmatched, excellent engineering and that some of the most interesting and discerning people drive it.

The brand positioning has been structured around the profile of the buyer and is based on research, which showed that the WagonR buyer is ambitious, self assured, more rooted in values.

The campaign takes on from the earlier ‘Feel at home’ campaign, which helped establish a strong emotional bond with the target consumer. The campaign focuses on WagonR, a uniquely designed product for people who lead interesting lives. The product gels with their lifestyle and reflects their confidence and multi-faceted personality. By sheer excellence of engineering it enables them to be whatever they choose to be — and that is what makes the buyers interesting.

WagonR has become one of the fastest growing brands in Segment B with the most powerful engine in its category, the low friction 64 bhp engine.

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