“Marketing is changing day by day. Earlier it used to be a linear process: you identified the model, went for the launch, and declared price to sell in the market. Now, our approach is multi dimensional. Before the launch you need to show it to select people for feedback, go to digital media and create the buzz. This builds a sense of anticipation among customers about the model. People still ask for mileage but certainly it is not the only consideration now,” said R S Kalsi, executive director (marketing and sales) at Maruti Suzuki.
The company, which commands a 47 per cent share in domestic market, has repeated the Ignis strategy for Dzire, the full model change of its best selling compact sedan, Swift Dzire. Last week, the company did a preview event for Dzire and sought to create a buzz while communicating about its features and design. The launch, when price will be announced, is on May 16.
Experts said the agenda of a launch event gets largely hijacked by the price announcement and its comparison with other models in the segment. Therefore, it makes sense to communicate about the style, features and positioning before the price launch.
Rakesh Srivastava, director (sales & marketing) at Hyundai, second largest player in domestic market, said every manufacturer has its own strategy. “As far as Hyundai’s strategy is concerned, we spend more time in preparing a launch after developing the product. A good product and effective communication strategy gets volumes. When we launched Creta in 2015, we took multiple steps before the launch. Initially, the image renderings were revealed, then we announced the variants along with features and a preview was done in Chennai. So, we are trend setters there,” he said.