PRESENDED BY-

DIWAKAR CHATURVEDI

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MARKETING MYOPIA

MARKETING MYOPIA LITERALLY MEANS

SHORT SIGHTEDNESS.
THE INEFFICIENCY OF THE TOP MANAGEMENT
TO
BROADLY DEFINE ITS BUSINESS AND MEET
CUSTOMERS
NEEDS RESULTING TO A DECLINE OF THE
PRODUCT.

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FACTORS RESPONSIBLE FOR MYOPIA

 FAILURE OF TOP MANAGEMENT TO

PREDICT THE FUTURE DEMAND.
 THE BELIEF THAT THERE IS NO
COMPETITIVE SUBSTITUTE FOR THE
PRODUCT.
 EMPHASIS ON MASS PRODUCTION AND
IN ECONOMIES OF SCALE i.e. BEING
PRODUCT ORIENTED RATHER THAN
CUSTOMER ORIENTED
 LACK OF RESEARCH WHAT THE
CUSTOMER WANTS.
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CASE:-

 BRAND : AMBASSADOR
 COMPANY: HINDUSTAN MOTORS
 AGENCY: MUDRA/ EQUUS
 BRAND ANALYSIS COUNT: 326

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HISTORY:-

 CALLED AS THE FIRST INDIAN CAR

 OWNES ITS DESIGN AND TECHNOLOGY
TO BRITISH CAR MODEL MORRIS
OXFORD BUILT BY MORRIS MOTOR Co
AT OXFORD U.K.
 HINDUSTAN MOTORS LAUNCHED THE
INDIANISED VERSION OF MORRIS
OXFORD AS AMBASSODOR IN 1958.
 OCCUPIED & RULED INDIAN CAR
MARKET FORM 1958-1980
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FACTORS RESPONSIBLE FOR
GROWTH OF AMBY OVER
DECASES.
 ONLY CAR WITH DIESAL OPTION.
 LARGE SPACED.
 PERCEPTION, STURDY CAR IDEAL FOR
INDIAN MADE.
 PERCEPTION OF BEING LESS EXPENSIVE
TO MAINTAIN.
 OVER 16% BRAND SALES CAME FROM
GOVERNMENT.

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REASONS ATTRIBUTED TO BRAND
FAILURE
FOR FOUR DECADES THE BRAND HAS
BEEN
TABING ITS CUSTOMERS FOR GRANTED.
 IF WE LOOK AT THE PRODUCT, AMBY NEVER
CHANGED WITH TIMES.
 HIGHLY PRICES – OVER TIME.
 BRAND TRIED TO MAKE A FEW CHANGES AND
UPGRADES WERE MADE NAMED AS MARK 2, MARK
3, MARK4 BUT LOOK AND BUILT IN QUALITY
REMAINED SAME.
 HM NEVER BOTHERED TO RATIONALIZE THE
PRICE OF BRAND.
 ACHIEVED FULL DEPRECIATION IN 2000 BUT
NEVER THOUGHT OF PASSING ON THE 7
CONTNUIED:-
 INDICA TOOK AWAY TAXI CAR MARKET AND
CUSTOMERS GOT A NEW OPTION FOR DIESAL
CAR WHICH WAS A MODERN ONF
 IMMENSE COMPETITION.
 CUSTOMER IS SPOILT WITH CHOICES.
 IN 2002 Mr. ATAL BIHARI VAJPAI REPLACED
AMBASSADOR WITH A BMW Limo, FROM THEN
IT LOST THE POSITION OF BEING FIRST
POLITICICANS’ CHOICE .
 THE CAR LACKED THE QUALITY AND
REFINEMENT & RATTLING SOUNDS AND
RUSTLING WAS COMMON COMPLAINTS.

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 LESSON:

A BRAND EXISTS IN THE MARKET TILL

IT
BECOMES DATED. ONCE THE BRAND
BECOMES DATED, IT IS VIRTUALLY
IMPOSSIBLE TO REJUVENATE THE
BRAND.
 BRAND MUST GO TO THE CONSUMER FOR
IDEAS.
 CHANGES IN PRODUCT OR PROMOTION CAN
SUSTAIN THE BRAND EVEN IN EMERGING
COMPETITION.
 AMBY SHOULD LEARN FROM MARUTI 800. THE
BRAND IS STILL SURVIVING BECAUSE IT MADE
CHANGES ALONG WITH CHANGING CONSUMER
VALUES. 9
THANKS

DIWAKAR CHATURVEDI

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