Brand : Stingray
Company : Maruti Suzuki
Brand Analysis : #532
Company : Maruti Suzuki
Brand Analysis : #532
Maruti Suzuki lately launched about other construct inward the crowded Indian hatchback market. The novel construct is Stingray. The launch has created a hell lot of confusion inward the branding of the novel car. While most of the media has touted the novel construct every bit a variant of Wagon-R , truly the fellowship intended it every bit a construct split from Wagon-R. But media killed that scheme. If y'all await at the campaigns as well as the construct micro-site, Maruti had intended to seat this construct differently from Wagon-R.
Wagon-R has been ane of the best-selling models of Maruti. All though the looks were non the best, it was ane of the most practical cars specially for metropolis drives. Launched inward 1999, the construct had sold a phenomenal 12.77 lakh units till date.
Maruti had tried to force the automobile through its life-cycle through incremental production as well as pattern changes. The latest was the " Blue-eyed Boy" travail inward 2010. However, the intense contest has somewhat pushed Wagon-R behind. According to ET, the construct was at ane time inward the 4th seat inward the segment ( link).
According to reports, Stingray was get-go launched inward Nippon every bit a sportier variant of Wagon-R.
Stingray is targeting the younger crowd. The construct is positioned every bit a cool automobile that own got it all. The ads typically is trying to bring hip & cool attribute. Watch the advertizing hither : Stingray
The novel tendency inward the marketplace seems to endure the mad rush to attract the youngsters. Tata Nano is the novel entrant inward the mad rush amongst their novel " Awesomeness" campaign.
The tagline of Stingray is " My thing, Everything" which inward a agency is trying to endure everything that an immature consumer needs.Stingray is priced premium over the Wagon-R. The starting make of Stingray starts amongst Rs 4.09 lakh piece that of Wagon-R is Rs 3.5 Lakh.
What is interesting close this construct is the unique province of affairs that it roughshod into. The construct tried to distance itself from Wagon-R but media has forced the label of Wagon-R Stingray into it. One cannot wishing away the ability of association. The novel construct looks real very like to Wagon-R as well as thus ane cannot blame for this association. Similar effect is in that location amongst Vista which was launched every bit a novel construct but is strongly associated amongst Indica.
I am non implying that the fellowship doesn't know that such a sort of association volition happen, its commonsense that it volition happen. But its interesting that media explicitly lay Stingray every bit an extension of Wagon-R without blinking an eye.
The association amongst Wagon-R is adept for Stingray because of the immense equity that Wagon-R enjoys inward the market. Maruti feels that the life-cycle for Wagon-R volition piece of cake motion to the reject phase . So in that location needs to endure a replacement for this bestselling car. By launching the novel production without the endorsement of Wagon-R, Maruti hopes that the immature consumer volition non consider it every bit a " Old as well as Dated " construct as well as over a stream of time, Stingray volition own got a seat distinct from Wagon-R as well as inward hereafter volition takeover the seat of Wagon-R.
