Fiat India to adopt new marketing strategy to boost sales

Fiat India is mulling over to adopt a new marketing strategy for the Indian market. Despite having some highly competitive cars in its India portfolio, the sales figures of the company remains moderate. The company currently sells two fairly competitive cars in India including hatchback Fiat Punto and sedan Fiat Linea but has managed to sell mere 24,806 units in the financial year 2009-10, which is a very small number considering the total industry sales of 1.5 million units during the same period.

As per the industry experts, the performance of Fiat India during the last one year could have been better if it would have focused more on the sales and promotions of its under deserving cars like Fiat Punto and Linea in the Indian market. According to Mr Rajeev Kapoor, MD of Fiat's India, that the sales of Fiat India could have been better, considering it has two competitive products (Linea and Punto), both of which are available in petrol and diesel engine options. He further reiterated that the numbers could have been better.

The company currently sells its cars in India through 175 Tata Motors dealerships which is a 50:50 joint venture partner of Fiat in India. Where the company had reported a robust growth of 208 percent in the Indian market in FY 09-10, its market share is still mere 1.6 percent in the country. However, the company is continuously working on reaching more and more customers in India by enhancing its dealership base and increasing its manufacturing facility in the country.

The new marketing strategy of the company includes, creation of separate sales teams dedicated to its different car to make sure that a single model can be pin-pointed and sales can be improved.

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