abhishreshthaa
Abhijeet S
Associating with a star, however big he or she may be, in it does not guarantee sales. The most it can do is generate interest about that product or create a buzz around it.
Take the case of Maruti Versa, which was launched amidst a lot of fanfare about three years ago. In spite of Maruti signing up superstar Amitabh Bachchan and his son Abhishek Bachchan as brand ambassadors for Versa, the brand’s sales remained sluggish.
To be fair, the Big B magic did work and the ads created significant interest, drawing people into the showroom. But perhaps the positioning itself was faulty as people were expecting a larger than life car, just like the brand’s ambassador.
Last year , versa being re-positioned as “ the joy of traveling together” Versa has started doing well and has witnessed an upswing since the new positioning.
Take the case of Maruti Versa, which was launched amidst a lot of fanfare about three years ago. In spite of Maruti signing up superstar Amitabh Bachchan and his son Abhishek Bachchan as brand ambassadors for Versa, the brand’s sales remained sluggish.
To be fair, the Big B magic did work and the ads created significant interest, drawing people into the showroom. But perhaps the positioning itself was faulty as people were expecting a larger than life car, just like the brand’s ambassador.
Last year , versa being re-positioned as “ the joy of traveling together” Versa has started doing well and has witnessed an upswing since the new positioning.