Ford goes for integrated market approach

Lalitha Srinivasan in Mumbai

Randy Shockley, VP, marketing, sales & services, Ford India

The focus is clearly on integrated marketing communication solutions in the Indian automobile industry. To announce its new launch—Ford Ikon ZX i—Ford India is in the process of rolling out a nationwide print campaign to start with. To support the print advertising, the company plans to launch a high-voltage television campaign very soon, informs Mr Randy Shockley, vice- president, marketing, sales & services at Ford India.

Designed by Hindustan Thompson Associates (HTA), the ad campaign highlights the new look of Ford Ikon ZXi in its communications, comments Mr Shockley.

In addition to its mass-media advertising plans, the automobile major plans to launch a slew of dealer initiatives and customer relationship management (CRM) initiatives in the near future, adds Mr Shockley.
As part of the marketing strategy, the company plans to expand its dealer network from 64 to 73 by the end of December this year. “We are moving ahead full swing with our dealer expansion plans. With the launch of the latest dealer outlet in Jammu, Bhatinda, Kanpur and Ghaziabad, we have now 64 dealer outlets in India,” adds Mr Shockley.

According to a spokesperson from Wasan Ford Dealers, the dealership plans to host ‘car exchange melas’ during popular events in Mumbai: “We will exchange any old car with the new Ikon range. At these social events in Mumbai, we display our brand too. Also, we inform about the various financial options a customer has in order to buy the Ikon range,” adds the spokesperson from Ford.

As for Ford’s new CRM initiatives, Mr P Gopalakrishnan, general manager, customer services, Ford India says: “We will be launching a new CRM package to promote our brand very soon. And this new move will be following the CRM style of Ford Worldwide. These initiatives will be proactive and more focused now.”

Adds Mr Gopalakrishnan: “Our objective is to ensure reaching out to all our customers through our sales and service centres across the country in a bid to cater to the specific needs of our clients. At
present, we have over 45,000 customers on our database. We will be in touch with our customers through the Net, telephone and direct mailers.”