Renault KWID: The Game is still on

The new Renault KWID is pleasant surprise to the budget car industry in India. Equipped with extraordinary features those are not only best in class, but also in cars from segments above. It includes seven-inch touch-screen navigation system, a boot capacity of 300 litres, and the best in class ground clearance of 180 millimetres. The SUV look of the car is unique and attractive, with the best in class length & breadth offers a superior interior space, which is unusually rare in this segment. A three-cylinder 0.8-litre Smart Control Efficiency engine (799 CC, which is tuned to churn out 54PS and a peak torque of 72Nm with a 5-speed manual gearbox) enables it to generate a mileage of 25.17 kmpl, again the best in class.

With an affordable price of Rs 2.56 lakh to Rs 3.53 lakh, Renault KWID stands far ahead in the category of mini hatchbacks. The big question is now that whether KWID will be able to revive the dying mini car segment in India. With the changing preferences, increase in income level, availability of so many variants and easy bank financing options, the Indian consumer has already started to make a shift to the next level of owning a car.

The buzz that Renault has created with its online marketing efforts and India as a choice to be the first in global launch of KWID, reflects that seriousness of Renault towards the Indian market. The concept of virtual showroom, online demos and others communication efforts are worth appreciable and it also clicked for Renault as a flying start having managed to get 25,000 bookings within two weeks since its launch.

Surely, a well equipped mini car has everything to make a mark but isn't it too late for Renault to cater the segment? Or Renault is just trying to list the presence in the category? Though less price would enable it to fetch the market share but competition is already intense with Maruti Alto and Hundai Eon. The miserable journey of Tata Nano so far has already proved that even a college going boy is not much interested in mini cars. Sluggish sales of mini cars in India and falling market share of the segment (mini car segment constituted 30% in 2010-11, which is continuously on downfall with 21% market share in 2014-15) and comparative increase of market share of compact hatchbacks and sedan cars is the biggest challenge for Renault.

Despite of a few weak points and potential threats, Renault KWID has the mind-blowing strength to utilize the available opportunity in the dynamic market of India. 

Sex & Marketing

Yesterday I heard about 'lascivious' presentation of Kamdhenu Paint, ''BOLLYWOOD STAR NIGHT'' at club Cabbana, Phagwara. Dealers were invited to 'Paint the town' with thrilling performances (includes pole dance as well) of Minisha Lamba, Claudia Ciesla, Shefali Zariwala, Hussain Kuwajerwala, Drishti Saharan & many more. Though there is not much-authentic info about it but the pictorial depiction of scheme pamphlet says it all.

Infusing sex in marketing strategies is old and widespread. In 1870s, Pearl tobacco had featured a naked maiden on its package cover. sIn 1885 W. Duke & Sons inserted sexually provocative trading cards of actresses in their packages of Duke's Cigarettes. Calling them the initiators of sex-marketing is not wrong.

Human brain is attentive to food, danger and .... Sex. It remains scanning the thing that can be dangerous, the food and the things it can have sex with. Brain rapidly response to sexual messages and it is very hard to ignore them. That is why, marketers keep on targeting it.

Now a day, society is lore open to sex and results into more presence of sex into marketing and advertising. 'The Rumour Touch' keep things away that can be offended. 'Selling Sex' is the trade-mark of industries like fashion, motion picture, clothing, automobile and many more.

The question to wrangle upon is, whether 'Selling Sex' should be ethical?

Yes, will be the answer. Associating a product with sex is tricky. If any effort went wrong or the message perceived by the customer got wrong, it would cost the brand identity. 

Practice adopted by Kamdhenu Paints is ethically wrong. It would drive the short term sale. Any whistleblowing or mishappening would draw them in a tiff. 

Rather....

Be Creative, Be Sexy!

Here is some creative sex-blended stuff for you:

Bapu- A Brand So Good!

Sh. Mohan Das Karamchand Gandhi, a great nationalist indeed who first employed non-violent civil disobedience as an expatriate lawyer in South Africa. And later he came back and emerged as preeminent leader in India’s struggle for freedom. He employed many historic non-violent movements from ’Civil-Disobience Movement’ to ‘Quit India Movement’.

To hold the hand of a nation which was prolonged of jeopardy of religionism, castism and many other wrongdoings, was a challenge itself. Mahatma Gandhi, the man with a greatest vision took pride and went through the era, fearlessly. His great affection towards humanity and his zeal for nation had made the triumph possible. He is among the greatest leaders ever born in on this planet.

Unanimously, he was a great character and a very strong BRAND himself. Simplicity, a typical personality and uniqueness in dress-style had made him the icon, whom people can recall even through a simple ‘curve-drawing’.  

Brands like APPLE (Biggest Brand on Earth) has endorsed his picture with their evergreen tagline ‘THINK DIFFERENT’. Unquestionable match of personality and their products!

SWISSCOM, a Swiss communication provider has endorsed him with a tagline ‘To spread the good has never been so easy’.  Luxury pen-maker, Mont Blanc too encashed the brand image of Bapu and sold its range at premium. Later on, in 2010 Supreme Court has ordered the firm to stop the commercial carrying images of Sh. Gandhi.

As usual, Bollywood has another character to encroach on. Thankfully a few movies like ‘LAGE RAHO MUNNA BHAI’, advanced a good message to the people.

I sum up with a great gem from the ocean of his philosophy:

You must not lose faith in humanity. Humanity is an ocean; if a few drops of the ocean are dirty, the ocean does not become dirty.

-Mahatma Gandhi