2 Oct, 2008
MUMBAI: The country’s largest carmaker, Maruti Suzuki, is planning to grab a part of the windfall gain to be received by the government employees.
It has launched a marketing campaign—Wheels of India—to reach 5.5-mn government employees who would shortly get handsome arrears, thanks to the recommendation of the Six Pay Commission. It has asked dealers to appoint four-member teams to start the campaign to woo government employees.
“Our institutional sales officers will work with dealers in state capitals to reach the government employees,” said a Maruti official. “We have seen buying interest from employees who work as gardeners, clerks and nurses, something that can be achieved by enhanced inter-personal communication only.”
“We believe that this is a good time to reach government employees who have benefited from the implementation of the Sixth Pay Commission’s recommendations,” the official said, adding : “This is a long-term promotional strategy as we expect the same for state and public sector employees also.”
Maruti has a history of working closely with its dealers to reach its target audience and market its cars. The company had recently organised promotional camps in Bhel townships to engage with the families of the government employees.
“Affordability is not the only factor that influences the purchasing decision. Research has shown that families of many of these government staff do not feel the need to own a car. It is with such customers that a deeper marketing and a personal touch base go a long way in facilitating sales,” the official said.
Source: http://economictimes.indiatimes.com/
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