Fiat wrong with advertising. Demand for the Grande Punto has not met expectations Bashny.Net

As it became known to RBC daily, «Severstal-auto" had to abandon the campaign Fiat «positive for egoists." Hatchback Grande Punto, which was to become the engine of Fiat promotion in the Russian market is not in demand among buyers. Positioning the model as a vehicle for men suffering from family problems and impotence, was wrong, experts say. "Severstal-auto" should make advertising easier and enable TV, confident dealers.
See campaign - This letter male happiness. RA "Native Speech" rasskryt teaser Fiat Grande Punto

JSC "Severstal-Auto" is an official distributor of Fiat in Russia. Since September 2006, we began selling cars Fiat brand in Russia. Today, the company sells hatchbacks Panda and Grande Punto, sedan class C Albea, wagon Class D Croma and "heel» Doblo. According to the Association of European Business in 2006 it was sold in 1382 Car Fiat. Since December Albea sedan is going to PCA, and in the spring on the conveyor to be supplied Doblo. In 2007, the volume of production of Fiat in Russia will amount to 20 thousand. Cars.

According to RBC daily market participants, "Severstal-Auto" had to abandon the provocative advertising campaign Fiat, in which the hatchback Grande Punto was positioned as a vehicle for "positive selfish" redeemed men from family problems, weight loss, or impotence. The campaign was launched with the start of sales of Fiat September 1, 2006. Budget was announced at the level of $ 12 million. It was assumed that it will be available in glossy magazines, automotive, entertainment and business media as well as on the radio and on the Internet.

Meanwhile, as reported by RBC daily Fiat dealer on condition of anonymity, sale Grande Punto and go. "The car that was supposed to be the basis for the promotion of the brand, a few months after the market has become a" visyak "- said one of the dealers. According to him, this is due to incorrect positioning of the car. "Glamorous segment is very narrow, and it is much stronger position at the Mini or BMW», - he says.

According to the interlocutor RBC daily, with another model - Albea - Fiat went into the right niche and the popularity of budget sedans. But the advertising of such a model should not be the tail of the "glamor» Grande Punto, and declare yourself an excellent price-performance ratio, thus using "national" media - television, he said. "The Russian market enjoys sedans economy class, but now this segment is already very saturated. Therefore, the conclusion Fiat, beginning with the Grande Punto, it is like trying to conquer Everest "- outraged dealer. According to him, "Severstal-Auto" has abandoned the position of the male as the Grande Punto car dealers and demonstrated new models, which are shown next to the car as a man or a woman.

PR-manager of "Severstal-auto" Sergei Ilyinsky confirmed RBC daily, that the advertising campaign have been adjusted. "We have abandoned the concept of tough men, but it's still a hassle-free solution," - he said. However, according to Mr. Elias, it has fulfilled its task, re-position the Fiat in the market. "In recent years, the reputation of the brand was not very good, and it was important to convey to the consumer that this is a brand new Fiat. Punto was chosen as a brilliant representative of the new generation. As a result, the brand looked quite on the other side, "- says Mr. Ilyinsky. However, he declined to give sales Grande Punto.

"The idea from the beginning was wrong, and that it has failed once again confirms this - said the creative director of an advertising agency Prior Nikita Ogurtsov. - The car is bought every day, and it is both a status and a dream. And then the buyer is positioned as a man with complexes and problems. "

Yulia Karulina.
Source: "RBC daily».

via www.rbcdaily.ru/