Marketing in India: How the Rubber Hit the Road for Ford's

Knowledge@Australian School of Business - Video...

Marketing in India: How the Rubber Hit the Road for Ford's Figo

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A country with 27,000 newspapers and 850 million mobile phone users presented a marketing challenge for the US motor vehicle manufacturing giant Ford when it decided to make inroads into the Indian small car market. But extensive research into customers' aspirations and a strong focus on value delivered cut-through for the four-wheeled Australian-designed Figo in a populous nation of do-it-yourself mechanics. Michael Boneham, president and managing director of Ford India shares lessons from the journey so far in a video interview for Knowledge@Australian School of Business.

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