The Alto Lesson

The consistent strong showing of Alto in India holds valuable lessons for all marketers targeting the middle income consumers in India. The lessons?
  1. Don't shortchange the customer with a 'bare-bones product', justified by a trade-off between price and attributes of the product. Give the consumer all the critical attributes without raising prices. Raise prices only if you add on desirable attributes, like for eg., power windows. The added costs in giving all the critical attributes would be offset by higher volume take-offs.

  2. Ensure low operating/running costs.

  3. Back the product up with a string of service networks and quick response times.

  4. Communicate the product on functional attributes in a believable manner, with no puffery.

  5. Be in constant touch with the user, never taking him/her for granted with guaranteed responses to problems faced.

  6. Deliver what is promised, and let the post purchase interactions be the cause of 'delight'.


Sandy said…
Just a thought..when a consumer purchases a car,the battery is taken for granted and its not even thought about,spoken about,there is no communication regarding when one should change it next,etc. I mean that there really is no further communication in this regard. Now what I am asking is would it not be a great opportunity for a battery manufacturer like an AMARON to engage with the customer once the car has been purchased?Would it not convert into greater and repeat sales for the battery,not to mention the references and brand loyalty or awareness about changing car batteries?

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