Fiat, an Italian automotive giant, is a market leader in Brazil with a 23.30% share but operates as a minor player in India with only 5%. The document explores the reasons for this disparity, suggesting that Fiat's broader product portfolio and marketing strategies in Brazil are more effective than in India's evolving market. Recommendations for improving Fiat's position in India include diversifying the product range and enhancing brand communication strategies.

1. Fiat Auto
I n B r a z i l a n d I n d i a
Sept 2013

2. Synopsis
Fiat is an automotive giant based in Italy and functional globally. It was
founded in 1988 and today it stands among the top 15 automobile brands
globally.
While Fiat is a market leader in Brazil, it is also a market tail in India. Notably,
these countries are today world’s fast growing economies which makes it an
interesting study, and that is
How is a brand a market leader in one developing economy and a market tail
in another developing economy; can the success of one economy be
plastered in another economy, if yes then how
http://en.wikipedia.org/wiki/Fiat
http://www.rediff.com/business/slide-show/slide-show-1-auto-14-top-car-manufacturers-in-india/20120418.htm#12

3. content
• Fiat India
• Fiat Brazil
• Clear Difference
• Brand Difference
• Bridge Gap
• The Idea Bridge

4. Fiat India
• Selling two models Punto (Petrol & Diesel) and Linea (Petrol & Diesel)
• Started solely in 1997, is now a joint venture since 2007 with Tata motors
http://www.fiat-india.com/lineup/
http://en.wikipedia.org/wiki/Fiat_India_Automobiles
http://www.zimbio.com/Indian+Car+Companies/articles/4coJNiSbA-D/2012+market+share+car+manufacturers+India
Market Share
Maruti Suzuki
Hyundai
Tata
Mahindra
Toyota
Honda
Ford
Volkswagen
Nissan
Skoda
Others
Fiat is among ‘others’
which has a 5% market
share

5. Fiat Brazil
• Fiat sells 25 product across passenger vehicle and small size carriage
vehicle
• Fiat Automóveis is a subsidiary of Fiat S.p.A., beginning its production in
1976
Market Share
Fiat
Volkswagen
GM
Ford
Renault
Hyundai
Others
With 23.30% of market
share Fiat is the leader
http://fiatgroupworld.com/2013/02/16/brazil-2012-full-year-analysis/
http://www.fiat.com.br/monte-seu-carro/
http://en.wikipedia.org/wiki/Fiat#Fiat_Autom.C3.B3veis_.28Brazil.29

6. Clear difference
India
• Selling 2 car sub-
brands
• Petrol/Diesel models
• Operating in a yet
evolving market
scenario
Brazil
• Selling 25 car sub-
brands
• Selling alternative
fuel models
• Operating in a fast
saturating market
scenario
Comments
• More car sub-brands gives
market confidence and
goodwill
• Gives options to conscious
customers and adds to the
‘tech’ image of the brand
• Its easier to build brand
image in an evolving market

7. Brand Brazil

8. Brand India

9. Brand Difference
India
• Less number of
thematic Ads
• Communication has
a ‘push’ factor
• Small product
portfolio
Brazil
• More number of
thematic Ads
• Communication has
a ‘pull’ factor
• Varied product
portfolio
Comments
• Brand image is stronger
with thematic
communication
• ‘Push’ and ‘Pull’ factors are
important, however ‘Pull’ is
a long term element
• Varied product portfolio
gives mother brand a ‘PRO’
factor

10. Bridge Gap in India
• Make stronger product portfolio
• Make a strong mother brand image either by taking from sub-brand image or by
giving to sub-brand image
• Give a balance of ‘push’ and ‘pull’ in its communications
• Launch cars in non existing categories

11. The Idea Bridge
• Launch an entry level hatchback, Compact MUV, Compact SUV
• Hire a brand ambassador as per targeted brand image
• Go Viral – It’s the next big thing in India
• Showcase various concepts at auto expo (it’s a hit event)
• Launch CNG variants of entry level hatchback
• Bring in a flagship model (Flagship model can show the brand purpose), in my
opinion should be a hybrid model (as India is fuel sensitive)
• Long term focus on service centre

12. T h a n k y o u f o r s p a r i n g y o u r p r e c i o u s t i m e .
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