Maruti positions Alto for first-time buyers

The campaign, 'Let's go' aims to give consumers entering the car market a fresh look at the vehicle, and comes as the company slashes prices for its Alto brand by US$800, bringing the car model closer to its flagship model, Maruti 800, which is India's biggest-selling 'compact' car. The new version is aimed at expanding the entry-level car market, according to Maruti officials. The narrowing down of the price of the new car has also fuelled speculation on the future of the Maruti 800 model. It is believed that Alto will eventually replace the ubiquitous Maruti 800. With the latest campaign, the company is looking to inject an 'excitement' factor into the brand to reach consumers who are graduating from two-wheelers. These consumers, accordiing to Maruti, are considered first-time car buyers, who desire a vehicle that is more exciting than the Maruti 800, which has been seen on the road for more than two decades. The strategy is to drive existing customers to stay with the brand, while offering them something different and new. According to R Balakrishnan, national creative director at Alto's agency, Lowe India: "(Alto's) a young family car, loaded with features and hence we needed to communicate the 'joy of being mobile' rather than just being mobile. 'Let's go' is all about being spontaneous and the things you can do with Alto, without thinking twice." The creative approach was based on the insight that, "at this age, consumers have a strong desire to enjoy life to the fullest, without any barriers and with spontaneity. It carries a strong personality association that is aspirational for the audience. And represents a promise that their wish could actually be often reflected in their daily lives," said a spokesperson from the company adding, "Alto, among other things is fuel efficient, has air-conditioning and electronic power steering. What's more it has an unbeatable price advantage." As well as traditional media, the 'Let's Go' campaign straddles various platforms, with the company stretching the tagline to on-ground activities such as films, plays and music concerts in Delhi. The campaign also includes an online element. According to the company, the campaign has already generated enquiries at the Maruti call centre for the Alto. In December, the Alto sold 4,862 units, but it almost doubled to 8,377 in January this year, 8,320 in February and 8,999 units in March. "The Alto, with a growth rate of 135 per cent over last year, has now become the fastest-growing volume car brand in India," said the company's spokesperson. Maruti makes 10 models in India, including three in the compact segment, and imports one fully built from Japan. The Alto is its cheapest compact car, although the mini Maruti 800 and the Omni van are priced lower.