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인도 시골을 달리는 고급 승용차들
- 인도의 지방에서 현금의 유동성이 많다는 데 이견이 없으며, 이 유동성을 어떻게 이용할 것인가가 쟁점임
- 아우디, BMW, 벤츠와 같은 고급 승용차 회사들이 로드쇼로 이러한 유동성을 이용할 방법을 모색함
- 로드쇼란 아우디, BMW, 벤츠 등의 고급 승용차로 대변되는 상류층의 삶을 지역 주민들에게 보여주는 것
- 판매 광고에는 flat pack(납작한 상자에 부품을 넣어서 파는 자가 조립용 가구), 에어컨이 구비되어 있어 자동차
회사의 파티를 할 수 있는 장소 그리고 최신 모델을 보여줄 수 있는 접을 수 있는 자동차 쇼룸이 포함되어 있음
- 로드쇼는 Gujarat의 Vapi에서부터 Maharashtraml Nashik과 Tamil Nadu의 Madurai, Jharkhand의 Jamshedpur에서
Uttar Pradesh의 Agra까지, 인도 전역을 가로질러 진행될 예정임
- 이러한 자동차 쇼룸은 초호화 제품 판매를 위한 가장 최신의 마케팅 전략인 것으로 나타나고 있음
- 럭셔리 브랜드 3사(社)가 움직이는 쇼룸을 통해서 적어도 하루에 한 대씩 판매를 한다면, 다른 사(社)들보다 더
좋은 결과를 초래할 것으로 보임
[원문] LUXURY VEHICLES GO TO INDIA'S RURAL & SEMI-RURAL AREAS
That India's rural and semi-rural areas have cash flows is no secret. The question is how to tap this flow? Luxury car companies seem to have found an answer by visiting these areas with roadshows which show the locals the high life associated with having an Audi, BMW or Mercedes in the driveway.
The sales pitch includes a flat pack, air-conditioned party venue which travels with the company as well as a collapsible car show room to showcase the latest in all its splendour. The target audience is invited to the party venue which encapsulates the kind of life associated with the luxury vehicle in question. The roadshows have taken place across India from Vapi in Gujarat, to Nashik in Maharashtra and Madurai in Tamil Nadu, Jamshedpur in Jharkhand to Agra in Uttar Pradesh.
The mobile showrooms are high-quality modular structures - weather proof and air-conditioned. A typical pre-fabricated showroom is modelled on a regular metro showroom, albeit with smaller dimensions. It carries a regular display area to showcase 4-5 cars, a reception area to welcome guests and an attached VIP lounge along with a small track facility for instant test drives.
These build-and-collapse showrooms are the latest addition in the arsenal of super-luxury marketing. They are also much cheaper than the traditional dealerships. A typical showroom of super-luxury cars costs between Rs. 500 - 800 mill whereas these mobile dealerships cost less than Rs. 10 million, which is entirely justified when trying to gauge customer potential in these specific regions.
The results, too, seem well justified to the effort as each of the three luxury brands sells at least one car every day through these mobile showrooms with some areas showing better results than others. Dehradun, for example was an eye opener with BMW selling four cars on the opening day of its mobile showroom. The BMW India head, Phillip Von Sahr says that they were surprised to learn that most of the nine markets where they ventured have all generated consistent sales.
출처: KITA's Marketing Info