Ford Motor Company in India: Marketing the Ford Figo

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Case Details:

Case Code : MKTG296
Case Length :14 Pages
Period : 1980 -2011
Pub Date : 2012
Teaching Note : Not Available
Organization :Publix Super Market, Inc.
Industry : Retail
Countries : USA

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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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Development of Ford Figo

After doing product- and brand-specific market research and tracking shifts in the social, technological, economic, environmental, and political arenas, Ford conducted market research online and in person, refining and creating new data-gathering processes that influenced product development and the marketing campaigns. The Ford Figo was designed based on the survey research.
The Ford Figo was developed to capture the younger generation of customers. As such, it was specifically targeted at the mid-20s age group and the emerging needs of this group (Refer to Box I for details about Target Customer for Figo).

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Launching of Figo

In a reveal sequence as spicy as India itself, the Ford Figo emerged in a lightning surround of colors, lights, Bollywood-inspired music, smoke, and camera flashes during the September 23 event. On September 23, 2009, Mulally revealed two Figo models, one in bright Squeeze green and the other silver.

Marketing For the Launch

Ford India followed a unique marketing strategy for the Ford Figo (Refer to Exhibit IV and Exhibit V for Road Map and Market Plan for Ford Figo). The launch was supported with a marketing campaign designed to communicate the car’s leading features to a number of core audiences namely the press, the car dealerships, and the customers.

The Result

Ford India sold more than 30,000 units of the Figo in 25 weeks. Hinrichs said, “As we have seen from the spectacular early success of the Ford Figo, more and more Indian consumers appreciate the fuel efficient, economical, high quality, safe, and fun-to-drive vehicles that Ford offers. By the middle of this decade we will introduce eight new vehicles to India from our global platforms, in segments appropriate for this market. This is part of our ‘better plan’ to bring more and more vehicles from our vast global portfolio to India and other markets in Asia Pacific and Africa.”

Challenges Ahead

Though Ford had entered the Indian car market in 1997, till it launched the Figo, it had had less than 1.8% of the Indian car market. “Figo is a game changer for us and will help us to increase our market share in India,” Boneham said. However, he noted that more buyers were opting for diesel models, leading to a mismatch in supply.


Exhibit I: An Overview of Manufacturers of Passenger Vehicles in India
Exhibit II: Market Share of Leading Manufacturers in Passenger Vehicle Sales in India
Exhibit III: Top 10 Passenger Vehicle Models in India, Based on Sales in December 2010
Exhibit IV: Ford Figo – Key Milestones to Success
Exhibit V: Ford Figo: Take To Market Plan
Exhibit VI: Ford’s Launch Media Mix for Figo
Exhibit VII: Media Campaign for Figo: Animated Webisodes
Exhibit VIII: Ford Figo’s Smart Drive Campaign
Exhibit IX: List of Award Won by Ford Figo
Exhibit X: Sales of Ford Figo and other Cars

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