Assignments for Creative Brand Management Track
Adcenter:“Find a brand that has fallen into obscurity but that you think has potential. In a single page, describe three initiatives you would implement to revitalize it.”
Since its inception in 1957 the Ambassador cars, inspired by the British Morris Oxford car design, ruled the Indian roads for three decades [R12]. Over time, the modern automobiles from MUL, Tata Motors, M&M, Suzuki, GM, Honda, Hyundai, and others have pushed the Ambassador to the side lanes. From the days when the only competition came from PAL Fiat, the Ambassador today accounts for approximately 2.2% of car sales in India [R13]. In 2003 the Ambassador lost the Prime Minister’s preference to the BMW [R14]. Sales towards the Indian army, government officials, and taxis keep the Ambassador breathing. While there have been a few technical modifications, the shell has more or less remained the same in half a century.
While its bulbous and old design may be disliked in mainstream quarters, I believe Ambassador’s potential lies in its classic and distinct design that appeals to a niche.
Reviving Ambassador
At a price range of 3.5 to 5 lac INR [R15], it competes with small cars that are high on fuel efficiency. I will reposition the Ambassador as class for the upper middle class—a car that stands apart with its heritage without compromising much on utility and affordable. The new message would be:
Made for those who are made for it — The Ambassador
Initiatives
- Being the Golden Jubilee year I suggest releasing a special and limited edition of five cars—one for each decade. Over five months, the cars would be opened for bids and sold one each month. A strong PR activity around the bid would bring back the brand in public consciousness and sustain it for the period of five months. This should create a favourable environment for repositioning the brand and help consumers look at the Ambassador in new light.
- Produce a reality travelogue show on television featuring the Ambassador. Partnership with Discovery Travel & Living TV channel can be sought for the show. A select few enthusiasts would be allowed to travel to exotic destinations of India on an Ambassador. The show would help leverage Ambassador’s heritage as the car that rallies in the nooks and corners of India.
- Establish a chain of lounges (restaurants) in select cities based on the classy brand image of the new Ambassador. The lounges will be a place where potential consumers can experience the brand personality for long periods. The lounges could also open a window of opportunity for the brand to grow outside the automobile product category.