Mar 09, 2004 12:14 PM
3884 Views
(Updated Mar 09, 2004 12:14 PM)
There is a huge difference in the Maruti of five years back and the Maruti of today. The difference is in the clutter in the market today in comparison to that which existed 5 years ago. Five years ago there were hardly any players, especially in the small car segment which has always been Maruti's forte. After that with a sudden growth in the number of players, consumers were suddenly murdered with choice. Most players took up a stance wherein they positioned cars in ever segment of the market.
At any rate, the result was this that suddenly a company which was a monopoly found itself in a war with other illustrious competitors. There was extreme clutter and the need of the hour was for Maruti, or for that matter any other player, to create a communications strategy to cut the clutter and implant itself as the brand of choice. Several marketing researches have brought forth the fact that when it comes to making a purchase which involves a high price item, brand recall and acceptability are the two factors which makes the difference.
The Maruti group has extremely high acceptability as is generally accepted to be a safe choice as a purchase. What this ad does for them is to re-enforce two critically important aspects of the brand dna- fuel effeciency & customer satisfaction.
Why use a child? Well a child is far believable then even a panel of experts.Children also pick up their cues for fantasy which they enact out with toys from events they see in real life. This is something we all know. So suddenly when a child runs around with a toy car claiming the petrol never finishes it simply tells us that he's picked that up from his dad's car...sounds far fetched- nopes its the latent story in the ad.
We have to remember that ads cannot tell a whole story for a number of reasons; 1> Too expensive as it has to run over and over again, 2> It is difficult to captivate people's attentionwith a long story. How succesful will this ad be?... The Indian market being the market it is can never be predicted. However this ad has done what it intended too, grab attention. Thats why you're reading this....
