Marketing Myopia
Marketing Myopia
Marketing Myopia
DIWAKAR CHATURVEDI
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MARKETING MYOPIA
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FACTORS RESPONSIBLE FOR MYOPIA
BRAND : AMBASSADOR
COMPANY: HINDUSTAN MOTORS
AGENCY: MUDRA/ EQUUS
BRAND ANALYSIS COUNT: 326
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HISTORY:-
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REASONS ATTRIBUTED TO BRAND
FAILURE
FOR FOUR DECADES THE BRAND HAS
BEEN
TABING ITS CUSTOMERS FOR GRANTED.
IF WE LOOK AT THE PRODUCT, AMBY NEVER
CHANGED WITH TIMES.
HIGHLY PRICES – OVER TIME.
BRAND TRIED TO MAKE A FEW CHANGES AND
UPGRADES WERE MADE NAMED AS MARK 2, MARK
3, MARK4 BUT LOOK AND BUILT IN QUALITY
REMAINED SAME.
HM NEVER BOTHERED TO RATIONALIZE THE
PRICE OF BRAND.
ACHIEVED FULL DEPRECIATION IN 2000 BUT
NEVER THOUGHT OF PASSING ON THE 7
CONTNUIED:-
INDICA TOOK AWAY TAXI CAR MARKET AND
CUSTOMERS GOT A NEW OPTION FOR DIESAL
CAR WHICH WAS A MODERN ONF
IMMENSE COMPETITION.
CUSTOMER IS SPOILT WITH CHOICES.
IN 2002 Mr. ATAL BIHARI VAJPAI REPLACED
AMBASSADOR WITH A BMW Limo, FROM THEN
IT LOST THE POSITION OF BEING FIRST
POLITICICANS’ CHOICE .
THE CAR LACKED THE QUALITY AND
REFINEMENT & RATTLING SOUNDS AND
RUSTLING WAS COMMON COMPLAINTS.
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LESSON:
DIWAKAR CHATURVEDI
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