1. Fiat: Italy vs. India
Group 4: Chloé Okelo, Josh Mann, Dennis Scullin, Kathleen Cunningham
2. Agenda
● Introduction
● 5 p's of Fiat in both Italy and India
● Conclusion: Comparison &
Contrast of marketing tactics in
both countries
Kathleen
Cunningham
3. Introduction
● FIAT- Fabbrica Italiana Automobili
Torino (Factory Italian Automobile
Turin), is one of the oldest car
makers surviving today
○ Founded in 1899
● Subsidiaries
○ Alfa Romeo
○ Lancia
○ Maserati
○ Ferrari (90%)
○ Chrysler (USA)
○ Iveco (truck)
○ Magneti Marelli (components)
Chloé Okelo
4. People- Italy
● Population: 60.8 million (43%
ages 25-54)
● Avg. income: $24,724 (US
dollars)
● Fiat controls 28% of market share
● 2014: Sold 377,000 vehicles in
Italy
● Fiat is partnered with the Italian
Basketball Federation and other
Italian sport associations and art
exhibits
Dennis
Scullin
5. People- India
● Population: 1.24 billion (younger
pop. with majority below 30)
● Avg. income: $1,527 (US dollars)
● Fiat controls a .6% market share in
India
● 2014: Annual revenue for Fiat
in India is 160 million euros
● Partnered with Aircel Chennai
Open(tennis)
Dennis
Scullin
6. Place- Italy
● One of the “Big 6” car makers in
Europe
● Dominates the Italian market
altogether
○ FIAT Group controls nearly all Italian
car brands existing today
● It has 6 Manufacturing plants in
Italy alone, out of 11 total
worldwide
● The home market is biased
towards small cars, which they
have made their specialty
Chloé
Okelo
7. Place- India
● Second fastest growing
automotive industry in the world
● Fiat has had a presence in India
since 1948
○ Joint Venture with Tata
Motors- Split in 2013
● Urban areas
● Offers 131 points of sale and
125 service centers across the
country Chloé
Okelo
10. Price- Italy
● Premium price class
● Their cheapest model (USD): Panda-
$11,672.97
● Their most expensive model (USD):
Freemont- $29,693.46
● Italian’s love the Fiat, therefore the
company can set their prices at
whatever level they like and they’ll still
purchase the vehicles. (Fairly Inelastic)
Chloé Okelo
11. Price- India
● Popular Price Class
● Relatively Elastic Pricing - Very responsive to promotion
● Punto Evo $7,915 USD, Avventura $10,326 USD, New Linea $11,230 USD
Kathleen
Cunningham
12. Promotion- Italy
● Pride of the Country
● Quality, Differentiator
● Aesthetics
● Chalet Fiat
Kathleen
Cunningham
14. Promotion- India
● Boring is dead, it’s
time to #LiveAlive
● #Hello Life
● #SafeWithFiat
Kathleen
Cunningham
● Educate and Excite
● Testimonials
● Fiat Caffe
● Avventura
16. Conclusion
● In conclusion, Fiat must use different marketing strategies to market in
Italy and India
ITALY
● Fiat has more than double the amount of products in Italy than in India
● They are established in the Italian market, and enjoy great success and
market share in their home country
● This also allows them to have a wider price range among models in Italy
● Advertise through sponsorships of local Italian sports and media
INDIA
● India is an emerging market, and Fiat is still trying to penetrate the
market with the world’s second highest population
● Fiat offers only 4 cars in India currently, but hope to double this number
in the next year
● Advertises through sponsorships and social media campaigns to spread
brand awareness in India Dennis
Scullin
