MUMBAI: Fiat India today announced the appointment of the Asian Institute of Communication and Research (Aicar) as its marketing advisor in India. Aicar, as part of the agreement, will be responsible to evolve marketing strategies with the company, design and execute market research, shape the brand genetics to enhance overall brand positioning to motivate existing sales force to push up sales.
With this appointment, Fiat India hopes to adopt a more holistic approach to the Indian car market by integrating its product strategies with market realities so as to meet diverse consumer needs effectively and become a strong player in the Indian passenger car market.
Commenting on the association, Fiat India managing director Paolo Castagna states, “Fiat in India has recognized that it is imperative to understand the complexity of the Indian car market and streamline our marketing processes accordingly in order to make Fiat the most preferred choice. Aicar is one of the best marketing institutes in the country producing some of the best marketing talent that the industry has today.
“With renewed commitment towards the Indian market, appointing Aicar as our marketing advisors is an important step towards comprehending the intricacies of the fast changing lifestyles of Indian consumers and adapting the insights to become a strong player in this market.”
Commenting on the association, Aicar business school chairman and managing trustee Walter Saldanha says,”We strongly believe that the integration of corporates with the educational world is a unique combination through which we will offer senior strategic planning minds and our students’ strength to help the company understand the market better and thereby plan more effectively.”
The agreement between Fiat and Aicar is for three years.