The Hindu Business Line : `Quiz consumers on relevance and use before product launch'

Tracing the live case study of the Ford Fiesta launch in India, Mr Ranji J. Cherian, Vice-President and Client Services Director, JWT, Chennai, narrated how `advertising and marketing translates into an integrated marketing communication campaign," to the management students of DMI College of Engineering after inaugurating the Business Line club.

Quoting Hutch Telecom's marketing strategy as an example of integrated marketing communication, Mr Cherian said, "When Hutch launches a new product; you will see a hoarding on the way home from office, from home to college, house to shop or at home in television or any wherever you go."

Advertising is not just about creating ads. It is beyond that. It encompasses all aspects of communication, he said. "While launching a product, find out what your consumer thinks about your product? Find out two things that the consumer finds useful, relevant and better in your product than that of your competitors, what is the competition level in the market and what are the key consumer insights?" he exhorted the students.

Tracing how "the raring to go spirit and the powerful styling positioning of Ford Fiesta" was decided, Mr Cherian said, "Ford Fiesta and its competitors in the sedan category were kept in a hall and the consumers were asked to give their feedback on the front, side, and various other parts of the car and the consumers said that style (overall design) and spirits (driving dynamics) are good in this car."

The key challenges facing Ford India were, poor primary brand image due to lack of innovation and perception of a single brand company (Ford Ikon); perceived high cost of ownership; low stakeholder morale; weak in major markets (Delhi / Mumbai). The launch strategy was designed by taking these four issues as it needed to be addressed before the launch for the success of the campaign.

Prof. S. Narayanan, Director, Management Studies, DMI College of Engineering, said that, "The three most important things that a manager is supposed to have are creativity, problem solving ability and new ideas."

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