MAM
JCB India to kick off marketing campaign in Jan 2014
BENGALURU: Indian construction equipment manufacturer JCB India (JCB) plans to showcase 19 innovative made-in-India machines at Excon 2013 in Bengaluru on 20 November. The company also plans to kick off a campaign at the start of its financial year, which is January-December.
JCB’s marketing and communication plans are mainly BTL. “In the case of an automobile company, the spends would be around 70:30 skewed towards mass media, with BTL forming a small part of the spends. In the case of construction machinery companies such as ours, it would be around 85 per cent spends on BTL activities, and just 15 per cent towards mass media and that too generally in bursts,” revealed JCB Executive VP of marketing, business development and corporate affairs Amit Gossain to indiantelevision.com.
“Our communications on television make more sense on the regional channels where, maybe, my customer doesn’t even understand English, but could be a big buyer. We do use mass media such as television and newsprint and spend some money on news channels, etc., but our core communications are more the experiential kind,” said Gossain.
JCB takes part in events such as Excon 2013 where it claims to have booked the largest exhibition space of 4250 square meters this year. JCB holds customer-connect programmes, takes customers to visit its factories, gets dealer inputs, etc., as a part of its BTL activities. Besides, it subsidises a part of the marketing and communication expenses of its dealers.
Industry experts say that companies such as JCB could be spending anything from 0.5 to 3 per cent of annual turnover towards marketing, a figure range that Gossain agrees with for JCB, but refuses to peg the actual spends. In the case of a company such as JCB India with revenue of Rs 6000 crore, even the lower number would translate into marketing spends of Rs 30 crore per year.
“Despite an industry downturn of about 24 per cent, we have seen our revenue drop by just about 9-10 per cent, which means that our market share has grown,” said Gossain. “We are confident of the future in India and are setting up two new manufacturing plants in Rajasthan and have planned investments of Rs 500 crore over the next five years,” he revealed.
Stressing on quality, a strong customer support network and fuel efficiency, JCB’s tagline is ‘We care, that is why we are everywhere.’
New Delhi based Infinity handles the creative and media buying duties for JCB India.
Brands
Hyundai Venue crosses 1 lakh bookings, adds HX8 Diesel AT variant
New top-spec automatic diesel trim brings ventilated seats, OTA updates and paddle shifters.
MUMBAI: Hyundai Venue just hit the jackpot and upgraded the prize because when you cross 1 lakh bookings, you don’t just celebrate, you throw in paddle shifters and ventilated seats for the ride. Hyundai Motor India Limited (HMIL) announced that the all-new Hyundai Venue has achieved 1 lakh bookings, cementing its strong position in the compact SUV segment. To mark the milestone and further enhance customer choice, the company introduced the new HX8 Diesel Automatic (AT) variant.
The HX8 Diesel AT is powered by the proven U2 1.5L CRDi diesel engine paired with a 6-speed automatic transmission. It adds a host of premium comfort, safety and convenience features, including:
- Ventilated front seats
- Dual-tone leatherette seats with VENUE branding
- Electric 4-way driver seat adjust
- Controller Over-the-Air (OTA) updates
- Hyundai Bluelink connected car technology
- Electric parking brake with auto hold
- Rear disc brakes
- Ambient lighting on crash pad and central console
- Drive mode select (Eco, Normal, Sport)
- Traction control modes (Sand, Mud, Snow)
- Paddle shifters
HMIL, managing director & CEO Tarun Garg said, “We are delighted that the new Hyundai Venue has crossed 1 lakh bookings, reaffirming the strong trust Indian customers place in our brand. The introduction of the new HX8 Diesel Automatic variant further strengthens the Venue lineup, offering customers the perfect blend of diesel efficiency, torque-rich performance and effortless convenience.”
Backed by Hyundai’s extensive sales and service network, the Venue continues to appeal to buyers seeking a feature-rich, comfortable and future-ready compact SUV. The new variant reinforces HMIL’s focus on delivering advanced technology, safety, comfort and value while adapting to evolving customer preferences.
In a segment where bookings are the real horsepower, Hyundai isn’t just counting milestones, it’s handing drivers an automatic upgrade that makes every journey feel like the victory lap.
