Ford Motor Company in India: Marketing the Ford Figo

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Case Details:


Case Code : MKTG298 For delivery in electronic format: Rs. 500;
For delivery through courier (within India): Rs. 500 + Shipping & Handling Charges extra


International Marketing / Integrated Marketing Communication/ Marketing Management
Case Length : 18 Pages
Period : 2007-2010
Pub Date : 2012
Teaching Note : Not Available
Organization : Ford India
Industry : Automobiles
Countries : India


This case study primarily deals with the marketing of the Ford Figo in India. The case details the launch strategy for the Figo, Ford Motor Company’s first major success in India. The company adopted a multi-pronged introduction and marketing strategy keeping the target customer in mind.

The campaign resulted in a strong launch and earned accolades for the Ford Figo. However, the challenge before Ford was how to continue the momentum for the Figo and keep the Figo relevant to the target customer in the future.

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies


The case will help the students:
Understand issues and challenges in launching a new product
Study the multi-pronged introduction strategy of Figo.
Understand various issues and challenges in target marketing.
Analyze Figo’s marketing strategies and explore ways in which the marketing should be evolved to keep the brand relevant to the target audience.


  Page No.
Introduction 1
About Ford India 1
Development of Ford Figo 2
Launching of Figo 3
Marketing For the Launch 4
The Result 6
Challenges Ahead 8
Exhibit 9


Customer Service, Customer Relationship Management , Customer Satisfaction , Publix Super Market , Customer Service Leader, Customer Experience , American Customer Satisfaction Index, Publix Essentials, Apron's Simple Meals, Customer-centric

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