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Marketing in India: How the Rubber Hit the Road for Ford's Figo
A country with 27,000 newspapers and 850 million mobile phone users
presented a marketing challenge for the US motor vehicle manufacturing
giant Ford when it decided to make inroads into the Indian small car
market. But extensive research into customers' aspirations and a strong
focus on value delivered cut-through for the four-wheeled
Australian-designed Figo in a populous nation of do-it-yourself
mechanics. Michael Boneham, president and managing director of Ford
India shares lessons from the journey so far in a video interview for
Knowledge@Australian School of Business.
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A country with 27,000 newspapers and 850 million mobile phone users
presented a marketing challenge for the US motor vehicle manufacturing
giant Ford when it decided to make inroads into the Indian small car
market. But extensive research into customers' aspirations and a strong
focus on value delivered cut-through for the four-wheeled
Australian-designed Figo in a populous nation of do-it-yourself
mechanics. Michael Boneham, president and managing director of Ford
India shares lessons from the journey so far in a video interview for
Knowledge@Australian School of Business.
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