Brand : Force One
Company : Force Motors
Brand Analysis Count : # 506
Indian SUV marketplace is straightaway appearing lucrative to auto majors. Indian machine marketplace is skewed to modest cars. The marketplace is dominated past times modest cars. SUVs were a niche. But recent tendency is that consumers are purchasing to a greater extent than SUVs despite the pitiful infrastructure weather condition in addition to ascent fuel prices. According to newsreports, 324000 SUVs were sold inward Republic of Republic of India during 2010-2011. The increment of SUVs were infact to a greater extent than than the machine segment.
Company : Force Motors
Brand Analysis Count : # 506
Force Motors which is good known for its commercial vehicles similar Tempo Travellor, Trekker etc has made a important entry into the SUV marketplace inward India. The fellowship lately launched an SUV Force One inward the Indian market.
Indian SUV marketplace is straightaway appearing lucrative to auto majors. Indian machine marketplace is skewed to modest cars. The marketplace is dominated past times modest cars. SUVs were a niche. But recent tendency is that consumers are purchasing to a greater extent than SUVs despite the pitiful infrastructure weather condition in addition to ascent fuel prices. According to newsreports, 324000 SUVs were sold inward Republic of Republic of India during 2010-2011. The increment of SUVs were infact to a greater extent than than the machine segment. The Indian SUV marketplace is dominated past times Mahindra amongst its flagship build Scorpio. Toyota Fortuner is the 2nd largest build but dominates the premium segment of the SUV market. The marketplace has witnessed a slew of launches from all major brands inward the world.Hence the launch of a build inward this segment is really risky in addition to difficult. Force One has took this challenge seriously in addition to has done some serious homework earlier going for the launch.
Force Motors took a really smart footstep by collaborating amongst Mercedes Benz for the engine of Force One. The fellowship has already understood the benefits of tying upwards amongst a build similar Mercedes earlier inward the success of its Traveller. So past times sourcing the most critical chemical component of the machine from World's most abide by company, Force One has almost negated the peril of Engine complaints in addition to the Mercedes engine volition give confidence to consumers virtually this newcomer's claims.
Second smart displace was the blueprint part. Indian SUV consumers similar large hateful machines. Frustrated past times pitiful roads in addition to rash in addition to arrogant driving of larger vehicles similar trucks in addition to buses, most Indian consumers dearest to select a large vehicle to tame the arrogant truck in addition to charabanc drivers. Hence Force One deliberately designed itself to aspect larger in addition to meaner.
The 3rd in addition to most of import displace was the advertisement part. The build almost shocked the entire auto basis past times roping Amithabh Bachchan every bit the build ambassador. The build knew that it is fighting amongst large in addition to powerful brands similar Scorpio, Fortuner, Safari etc in addition to needs a trump card to larn fifty-fifty amongst these established brands. The roping inward of Big B was a masterstroke in addition to has given a terrific boost to the launch.
The quaternary cistron was the price. Force One has priced itself at approximately Rs 10 lakh. I am non certain virtually the effectiveness of the pricing strategy because it seems petty pricey compared to Indian counterparts but non that much every bit compared to unusual brands. But my gut feeling is that it has non hitting the sugariness spot inward the pricing in addition to would select excited the marketplace had it started of amongst a cost of Rs 8 lakh. However, the Mercedes engine may live the argue for this confident pricing of Force One. It is to run across whether Indian consumer is willing to pay that much for a novel Indian SUV.
With Bachchan every bit the build ambassador, ane would wonder how the build is going to construction its message. Force One had to bring a experience of ruggedness in addition to premiumness inorder to gain consumer interest. The presence of Big B volition assure eye-balls but if the communication is non right, people are going criticize the effort.
In the advertising front, the approach of Force One was surprising. I expected something that would projection an international aspect in addition to experience , something of the variety of a Reid in addition to Taylor elbow grease highlighting the build ambassador. But Force One took a really dissimilar route.
Watch the elbow grease hither : Force ane Kids, Force One Clean
The ads are really Indian in addition to focuses on ane aspect- Force. The build has adopted the tagline " Be The Force " . In the ad, Big B says "India mein sirf Force hullo Chalta Hai " important " In Republic of Republic of India entirely Force volition operate " . This message actually strikes a chord amongst the consumers heed since everyone select felt this at some indicate inward his life inward India.
With regard to the build promotion, it is interesting to notice that the build deliberately chose non to projection itself every bit a premium. The build I hollo back is targeting those consumers who are pissed off past times Indian roads. The build is talking to the prospective sedan buyers in addition to telling them that entirely a brute volition live inward Indian roads.
The build has started on a rugged communication route thus it has virtually shut its doors on premiumness. Infact this soundness of this strategy is validated past times the launch elbow grease of Mahindra's X500 which calls itself a Cheetah. The build has chosen " Powerful " every bit its USP in addition to uses the analogy of " Force " to communicate its positioning. The purpose of the ads for automobiles serve every bit a bait for the consumers for a exam drive. No on buys a machine only because of the ads. The production volition sell itself if it excites the consumers in addition to the influencers.
Force Motors is a novel entrant to the rider segment. Like its peers Tata Motors in addition to Mahindra, Force volition also live perceived every bit a commercial vehicle manufacturer in addition to the lack of expertise inward the rider machine marketplace volition live the Achilles' heel for this company.Product Quality in addition to character of its after-sales service is going to live really critical inward the success of this brand. The build has got its basics correct. This volition live an interesting even to watch.
