Abstract

This case study primarily deals with the concept of new product development. The case outlines the research and development behind the Ford Figo- small car. The case unfolds the steps taken by Ford to identify the target customer, decide the features of Ford Figo to meet the needs of target customer. Ford conducted marketing research to understand Indian customer for its new product Figo. However, the challenge before Ford was how to launch and market Figo in the highly competitive Indian small car market.

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

Product Management, New product development, New product development process, New product development decisions, Identify the needs of Target Customer , International Marketing, Marketing research, Consumer research, Design process , Target Marketing, Launch strategy, Ford Figo