Client: Super Luxury Car Manufacturer
Project Duration: October to December 2010
Our Client* was a super luxury car brand from Europe, which had already been selling their cars for some time in India. We were hired to enlighten them on how internet and digital marketing works in general, and give them a perspective on the automobile market online, along with strategic recommendations.
Our research and analysis concluded that they were a well-established and iconic brand in the consumers’ minds and that their sales were and would be primarily driven by global brand reputation and pull.
Despite the temptation to jump onto the internet and social media bandwagon in those days, our recommendation was that the Client should not waste money and resources going online at that time, and should instead, focus on direct sales and enhanced retail experiences.
* Name withheld to comply with the confidentiality clause in our agreement with the Client