Mahindra Xylo Positioning

Mahindra Xylo teaser ad:
If someone wants to know what is positioning of Mahindra Xylo then you can easly predict it from its teaser ad clearly stating that "THE ERA OF SEDANS IS OVER". Below is the full TVC of Xylo.

Mahindra Xylo full TVC:

I think they have position themself very smartly as they are targeting people who are looking to buy car like Dezire and at this price there are chances like that Xylo can be taken as taxi just like Qualis. Although they are also looking to attract people who are planning to buy Innova but with such TVC one can clearly predict that they are trying to be on safer side and don't want people to perceive this car as taxi but as family car.

What you all say???

ING Marketing Strategy

Lets see ING advertisement form the point of DAGMAR approach. Here I will be discussing various stages of DAGMAR approach i.e. Hierarchy of effects model.

The Hierarchy of Effects model is as under:

1.UNAWARE
ING first started with cosponsoring Renault road show on 9th November and then followed by launching print ad as well as commercial for the same as under:

ING ad

This is where we can say that consumer as no knowledge and ING wanted to increase awareness of the consumer.

ad by Govt.

Commercial(awareness)

2.AWARE
Once the awareness was increased the next stage was to tell them about their services in more detail and try to position. Here is again one more ad which again has objective to increase awareness and position as friendly bank.


3.1.COMPREHENSION
Here the main object was to aware consumer about the services(ATM) and how it differs from other.

ING ad (ATM)

3.2.IMAGE BUILDING
Once the attributes/services are been informed then next stage is of building Image of the company. In following advertisement ING is trying to position itself.

Recent ad (image building)

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Kingfisher Airline ad, Loyalty Program

Here is the ad of Kingfisher Airline.


Kingfisher Airline is one of the premium service provider in India and the only airline with 5 star rating. But since the Indian people are very much price conscious and prefer low carriers, attracting them to your services is one of the biggest challenge for company like kingfisher & Jet airways. To do the same what is required is to come up with strategy which not only attract the new customer but also retain the existing with out diluting your image as premium services provider.

In this ad Kingfisher has come up with loyalty program where frequent flyer can earn extra miles with each travel. However this is not something new in the industry, various airlines are offering these services but whats in this ad is there communication strategy.

Kingfisher Airline is consider as the premium brand in Airline services and what was required by the company was to come up with communication where they do not dilute there image and can effectively attract price conscious customer.

The first line says "We're redefining low fare flying. Introducing our new service. Kingfisher Red" . In ad one can clearly portrait from the picture that with frequent flying total amount will be same as that of low cost airline due to Kingfisher Red service. Also red colour which resemble kingfisher, coming up with their service name "Kingfisher Red" is not only creative but will defiantly help in recognition.

TATA Indica 10yrs, Maruti 800 25 yrs : Anniversary

When we say TATA Indica we realize a car which had earlier put Indian automobile on global map, a car which had brought faith in Indian engineering, a car stand up against global competition, a car who build business from nothing to ten thousand crore, a car which improved quality of life for nearly a million, a car which laid the foundation of world's most awaited automobile. This is what TATA is conveying to Indian customer on 10th Anniversary of TATA Indica.

Mostly at anniversary what company do is give some discount or something like that so that they can retain customer loyalty or get the consumer confidence which in other words we say PR(Public Relation).

TATA motors what they have done in this initiative that they have tried to touch consumer heart with some beautiful cotes and by offering their bread & butter model TATA Indica Limited addition. This I feel is very innovative way to not only get consumer focus on Indica history of being one of the top selling model but also help in building strong image of Indica in consumer mind. this will by no doubt will definitely help in improving sales.

On the other side similar type of occasion was for Maruti Suzuki when they finished their Maruti-800 25 yrs of existence. The ad which company advertise was as under:

Here the ads objective is to tell company about how throughout the years Maruti had been committed to good quality, good services, different products for different segments and now when they are leader in India still what matters is to them earlier and now is "Commitment to its customers"

The differentiation between the two ads is the extra gift which TATA is offering to customer i.e. TATA Indica Limited edition. Both ads had clearly conveyed how these companies had grown and what extra they have brought up to society but in the end what matters is what are you going to offer to your customer on this anniversary. It can be any thing not just few line indicating about their achievements. Customers wants something different.

However Maruti did offered some discount but then my friend who is going to convey this to your customer. Even if you did informed through other channel or media I can not see its reach.

But as if now between these two ads I think the best PR activity goes to TATA Indica. :)