Now in digital gear

BY IMPACT Staff

‘Thirty-thousand bookings,’ claimed the Print ads within weeks of the Ford EcoSport’s launch. What has Ford India done right with this SUV? Vinay Piparsania, Executive Director, Marketing, Sales and Service, Ford India, says the brand believes in providing value for money and using the Digital platform to engage with consumers

Q] Car sales in India have been down since eight months now. What was the rationale behind launching a new vehicle, Ford EcoSport, in this environment?

The EcoSport was first showcased in 2012 at the Delhi Auto Expo which, apart from creating awareness, also helped us gauge customer expectations. From the reactions at the Expo, we understood that consumers are ready to buy products in the emerging compact SUV segment in which they see value.

Q] How does your communication vary from that of other SUVs?

The EcoSport is an urban SUV that offers a compelling value package in terms of size, practicality and technology. Its features are developed on four basic principles — Quality, Green, Safe and Smart — which is also reflected in all of Ford’s products and our communication.

Q] For the EcoSport, Ford kicked off the Urban Discoveries digital campaign, a “first of its kind” consumer product experiential drive. What was the thought behind this and what was the response?

Urban Discoveries was about people and real experiences. We wanted consumers to experience the SUV even before the official launch, so that they could share their opinions with their social circles. They captured their experiences on video, which was then shared via social media. EcoSportdiscoveries.co.in had over 800,000 site visits, 80,000 registrations and over 600,000 video views.

Q] So the communication was being led not by the company but by the consumer?

Exactly. Our consumers are really brand ambassadors. Today there is far more credibility when real people talk about their real experiences. The traditional word-of-mouth communication has taken a whole new form through social media.

Q] There was no new TVC, which is contrary to other auto manufacturers who believe that it’s mandatory for high impact. Was this a conscious decision?

If you see the amplification and the number of views on EcoSportdiscoveries.co.in, that went far beyond what we could have achieved with a TVC. Social media has a lot of potential, and so does user-generated content.

Q] Why was the diesel variant of Ford EcoSport recalled within a month of its launch? How will this impact the consumer sentiment?

We identified a potential concern in the car. But we immediately found a solution, and informed our customers as well. We consciously make it a point to engage on a pro-active, oneon- one basis with our customers. We requested them to come with their vehicle to our dealership, so we can resolve the issue. This helped generate positive word of mouth, and amplified our commitment of top quality products and service to our customers.

Q] You recently partnered with National Geographic Channel to bring out ‘My Endeavour Alterrain Show’. What was the purpose behind this association?

National Geographic Channel and Ford Endeavour share similar brand attributes of adventure and discovery and target audiences too. We identified five celebrities known for their adventurous spirit, and went along with them on their ‘unfinished journeys’. We are pleased with the experiences and the overall visuals captured during their journeys.

Q] What are the fundamental principles of your marketing strategy?

With the mobile and digital space as enablers, we focus on being in touch with our relevant customers effectively and efficiently. Digital is becoming an important tool of our overall communication portfolio and we’ve upped our spends on the platform too. However, in terms of reach in Tier II and III towns, you can’t overlook Print and Traditional media, which remains a big part of our overall communication spends. However, the strategy to adopt more and more digital content is becoming more important.

Q] Which products in your portfolio have the largest traction? In which segment have you seen growth?

We believe that Figo and EcoSport will offer the largest volume traction. We are seeing high growth in the sub-B segment with Figo, and are aiming to grow significantly in all the segments. The EcoSport launch has created positive sentiment around the brand, as we’ve seen a significant surge in footfalls at our dealerships. Our current focus is to deliver the 30,000 bookings to consumers as quickly as possible.

Q] What’s the current dealer strength? What are your expansion plans on this front?

We have 260 sales and service touch points in 138 cities, of which about 40% are in Tier II and III markets. We are aiming to grow to 500 sales and service touch points by the middle of the decade. It is critical to connect with the multi-tier markets for us to be able to grow our volumes in India.

Q] What is your pricing strategy? Will affordable pricing remain the primary focus?

Indian consumers are extremely price sensitive. Value for money is what they will always look for and it will always remain a strong part of our strategy with our product launches.

Q] What are your challenges in the Indian market right now?

Rising input costs, interest rates and regulatory changes have made consumers reticent about spending on big ticket items. But we believe that the Indian economy is still fundamentally strong, and we hope it steadies in the months ahead.

Q] So do you see price hikes ahead due to inflation and margin pressures?

We have to keep monitoring different indices and based on our analyses, we will need to carry out corrections on pricing as the situation will demand.

Q] There have been demands that the government should provide incentives/stimulus for the Indian auto industry. What are your thoughts on this?

Any government policy or stimulus should ensure a level playing field to the customer as well as the manufacturer, as the auto industry is a big contributor to the overall economy of the country. The government should back the development of high quality products, which will help the market grow.

Q] Looking ahead, what can we expect from Ford India?

India is a very important market for us. We estimate that 40% of our revenues will be from the Asia Pacific region. We are committed to offering more products over the next few years.

Feedback: simran.sabherwal@exchange4media.com

Tags : CMO Interview