Judging by the outstanding sales and satisfaction performances, the future looks bright indeed. However, India is a changing market and competition is both abler and fiercer, hell bent on denting, if not usurping, Maruti’s rightful throne. Maruti needs to deliberate on sharpening its indigenous R&D activity; and becoming more focused on its Indian operations (Suzuki’s largest globally, and by far). Think about it; there used to be a time when Maruti’s market shares were always above of 90%. Today, they still are still strong, albeit at the mid 40s.
When I was leaving Maruti’s office, I chanced upon a familiar debate between two employees of Maruti who were coincidentally arguing animatedly whether Federer or Sampras was the greatest tennis player of all times. While one man’s statistics supported the icy Federer, the other man’s emotions supported the lovable Sampras... I exited, smiling silently, knowing very well who, for me, is ‘the’ greatest tennis player of all times. Maria Sharapova! Look her video up on Youtube. You’ll understand what branding means. And you’ll understand why car companies use her more in their ads than they do either Federer or Sampras. No, she’s not even the world’s number 1 ranked women’s tennis player currently [that’s still the recently retired Justine Henin]. She sells; that’s branding; that’s greatness!
When I was leaving Maruti’s office, I chanced upon a familiar debate between two employees of Maruti who were coincidentally arguing animatedly whether Federer or Sampras was the greatest tennis player of all times. While one man’s statistics supported the icy Federer, the other man’s emotions supported the lovable Sampras... I exited, smiling silently, knowing very well who, for me, is ‘the’ greatest tennis player of all times. Maria Sharapova! Look her video up on Youtube. You’ll understand what branding means. And you’ll understand why car companies use her more in their ads than they do either Federer or Sampras. No, she’s not even the world’s number 1 ranked women’s tennis player currently [that’s still the recently retired Justine Henin]. She sells; that’s branding; that’s greatness!
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative
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