Fiat Palio - Case Study

sunandaC

Sunanda K. Chavan
Case study – Fiat Palio

Dissatisfaction with product quality/performance

A company cannot sell an ordinary product just by making a celebrity endorse it.

In fact, if anything, the product will fail faster because the presence of the celebrity will create a buzz and more people will know about the “ordinariness” of the product.

Unfortunately using a celebrity seems to be the easy way out of a parity product situation.

Sachin Tendulkar’s endorsement of Fiat Palio was quite a success initially.

But as word about the poor fuel efficiency of Palio spread, its sales took a beating.

In this case, Sachin’s presence could’ve worked wonders but for the poor performance of the car in a market that is highly performance conscious.
 
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