IIPM PUBLICATION
“Our primary
prospects were car owners who had a 3-5 year old Maruti 800. A detailed media analysis done by Lodestar revealed that we could reach over 80% of the target audience through newspaper and magazine medium. When we had this data in hand, we knew that we could launch Indica with no television.” They hit pay dirt and that’s an understatement. Indica raked up over 115,000 fully paid bookings, while Santro and Matiz could muster only 13,000 and 3,000 bookings each at their launch. Indica’s communiqué concentrated on staying 
away from the staid “small car” image and punch lines such as “You’ll never have to suffer a small car again” aided the brand to differentiate itself vis-à-vis its competitors. Media innovations too have been instrumental in Indica’s phenomenal triumph and campaigns such as “Kaun Jeetega Indica V2” have managed to win an EMVIE for its media effectiveness.
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2006, Arindam Chaudhuri's Initiative
For More IIPM Info, Visit Below......
http://blogger-is-best.blogspot.com/
http://blogger-club.blogspot.com/
http://blogger-progress.blogspot.com/
http://blogger-source.blogspot.com/
http://iipmtop.blogspot.com/
http://iipm-best-b-school.blogspot.com/
http://industryiipm.blogspot.com/
http://www.sonulatwal.9k.com
http://sonuright.mbablogs.businessweek.com/
“Our primary
prospects were car owners who had a 3-5 year old Maruti 800. A detailed media analysis done by Lodestar revealed that we could reach over 80% of the target audience through newspaper and magazine medium. When we had this data in hand, we knew that we could launch Indica with no television.” They hit pay dirt and that’s an understatement. Indica raked up over 115,000 fully paid bookings, while Santro and Matiz could muster only 13,000 and 3,000 bookings each at their launch. Indica’s communiqué concentrated on staying 
away from the staid “small car” image and punch lines such as “You’ll never have to suffer a small car again” aided the brand to differentiate itself vis-à-vis its competitors. Media innovations too have been instrumental in Indica’s phenomenal triumph and campaigns such as “Kaun Jeetega Indica V2” have managed to win an EMVIE for its media effectiveness.For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2006, Arindam Chaudhuri's Initiative
For More IIPM Info, Visit Below......
http://blogger-is-best.blogspot.com/
http://blogger-club.blogspot.com/
http://blogger-progress.blogspot.com/
http://blogger-source.blogspot.com/
http://iipmtop.blogspot.com/
http://iipm-best-b-school.blogspot.com/
http://industryiipm.blogspot.com/
http://www.sonulatwal.9k.com
http://sonuright.mbablogs.businessweek.com/
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