MAM
Fiat’s 8 week ‘Make the move’ campaign
BENGALURU: What does an automobile seller do when it’s seen its sales numbers fall year on year and it has split with its major sales/distribution partner? In a bid to try and double its sales numbers from less than 10,000 units (from less than 1 per cent) of the passenger car market in 2012-13, Fiat Group Automobiles India Private Limited (FGAIPL) has planned a strategy resting on three pillars – product, brand and network strategy. And with that strategy in place, the company plans to double its market share every year for the next three years.
To that effect, on the brand front, starting 13 April 2013, the company launched a 360 degree campaign to run for eightweeks (or two months, if you will) ‘Make the move’ campaign conceptualised by Ogilvy. The campaign encompasses television, initially with a 60 second TVC which has been pruned to 30 seconds and has three mix-n-match variants; uses print, digital, outdoor and local event based radio. On television, besides the conventional mainline and regional GECs’, news and entertainment channels, the campaign had its share for 10 days of the on-going IPL season 6 limelight. Media buying is through Maxus.
From the product point of view, the company has planned what it terms as an exciting line of launches over a two year period. In fiscal 2010, Fiat sales figures in number of units were 24,000, the next year 16,000 and last year just 10,000 units. It expects to grow its sales volumes and market share with newer products.
After parting ways with Tata Motors on the sales front, FGAIPL, which commenced sales operations last year, launched its first CAFFE dealership store in Bengaluru and its third after Pune and Mumbai in India today. India is the only country among 11 others that has three CAFFE dealership stores, all other countries have one each until now. The Bangalore dealership is FGAIPL’s 54th dealership, with another 21 to be opened over a three month time frame. FGAIPL had announced that its dealership network in the country would be 112 numbers over the next year or so and is confident of reaching 100 stores by the end of the current fiscal.
Brands
Manindra Mohan joins CoinDCX as SVP & head – data & analytics
Former Amazon and Unacademy analytics leader to scale crypto insights
MUMBAI: India’s crypto exchange CoinDCX has appointed Manindra Mohan as SVP and head of data and analytics, bringing on board a seasoned data strategist at a time when the country’s digital asset market is entering a decisive phase.
In his new role, he will steer enterprise-wide data science, analytics and business intelligence initiatives. His mandate spans product, growth, risk and customer experience, with a clear brief to embed data-led decision-making into the company’s core as it scales across India and beyond.
Announcing the move, Mohan said he was “thrilled” to join CoinDCX, calling the Indian crypto market pivotal and ripe with opportunity. He thanked co-founders Sumit Gupta and Neeraj Khandelwal, along with Mridul Gupta, for the opportunity to help shape what he described as the future of finance.
He noted that architecting data solutions for a 24 hour global asset class presents a formidable challenge. Yet, he added, the chance to redefine financial access and drive crypto adoption “across every pin code in India” makes the task compelling.
Mohan arrives with nearly two decades of experience across technology, media and digital platforms. Before CoinDCX, he served as head of data science, analytics and BI at Carousell Group. Prior to that, he was SVP and head of analytics at Unacademy, where he built and scaled the analytics and insights function supporting product, sales, marketing and finance teams.
His earlier stints include heading analytics for Amazon prime video in India, where he oversaw data across product, acquisition, engagement and content, as well as serving as senior manager data sciences and advanced analytics at VMware and senior manager marketing and digital analytics at Dell Technologies. He began his career as senior business analyst at Cognizant, working on large scale crm and analytics implementations for global clients.
Colleagues describe Mohan as a builder of teams as much as models. From managing global analytics rollouts to leading large cross functional units, he has consistently combined statistical rigour with commercial instinct.
At CoinDCX, that blend could prove timely. As crypto exchanges navigate regulation, volatility and rising user expectations, data is no longer a back office function. It is the compass. With Mohan at the helm of analytics, CoinDCX is betting that sharper insights will translate into deeper trust and broader adoption in a market that never sleeps.
