Abstract

This case study primarily deals with the marketing of the Ford Figo in India. The case details the launch strategy for the Figo, Ford Motor Company’s first major success in India. The company adopted a multi-pronged introduction and marketing strategy keeping the target customer in mind. The campaign resulted in a strong launch and earned accolades for the Ford Figo. However, the challenge before Ford was how to continue the momentum for the Figo and keep the Figo relevant to the target customer in the future.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Understand issues and challenges in launching a new product
• Study the multi-pronged introduction strategy of Figo
• Understand various issues and challenges in target marketing.
• Analyze Figo’s marketing strategies and explore ways in which the marketing should be evolved to keep the brand relevant to the target audience.

Keywords

Customer Service, Customer Relationship Management , Customer Satisfaction , Publix Super Market , Customer Service Leader, Customer Experience , American Customer Satisfaction Index, Publix Essentials, Apron's Simple Meals, Customer-centric