Raahil Chopra
Jun 11, 2018

Kia looks to global reach, product to succeed in India

We catch up with Manohar Bhat, head of sales and marketing, to learn more about the brand's marketing plans ahead of the launch next year

Kia looks to global reach, product to succeed in India
Ahead of its launch next year, Kia Motors has started the 'beginning of the beginning' for the brand in India, according to Manohar Bhat, head - sales and marketing, Kia Motors.
 
It has started with Kia Motors leveraging its global tie-up with the FIFA World Cup through which it's sending six young Indians to Russia for the tournament. Two of these youngsters will be delivering the match balls to the captains for the Brazil v/s Costa Rica and Belgium v/s Panama game. 
 
Bhat believes that marketing strategies like these will help the Indian customer get acclimatised to the brand as Kia Motors is a late entrant in the Indian automobile space. 
 
In a conversation with Campaign India, he said, "We want to make it a better known name in India before we launch. Right now people who have travelled abroad know about Kia Motors. We want to make it a household brand in India by the time we launch." The brand aims to showcase its tagline, 'We have the power to surprise' in its truest sense in India.
 
The first challenge was to get a product that the customer would like. Company executives feel that has been sorted, as people who saw the car at the Auto Expo really liked the car. "It is a question of meeting the needs of the customers. You give the youngsters a vehicle that appeals to them and they will surely go for it," said Bhat.
 
"Step two is now about getting the right partners to bring our global standards to life. We need to have the right dealership and network partners and that's what is underway," he added. 
 
Bhat informed that Kia Motors will be using other global partnerships like the one with UEFA (for the Europa League) and the Australian Open to reach out to the youth.
 
"We have many ideas for furthering sports in India. This is just the beginning for us. In fact it's the beginning of the beginning."
 
Source:
Campaign India

Related Articles

Just Published

Premium
MullenLowe Lintas Group moves out of Express Towers
Premium
17 minutes ago

MullenLowe Lintas Group moves out of Express Towers

Aims to be a 'hyper-bundled' advertising agency that offers all services under one roof

Premium
Cannes Lions 2019: What Cannes wants to talk about? Quitting social media
Premium
34 minutes ago

Cannes Lions 2019: What Cannes wants to talk about? ...

Conversations at Cannes kept returning to the negative influence of social media on mental health, with other strands of the same discussion touching on harmful agency-client working relationships and the introduction of psychological "safe spaces" at work.

Premium
Cannes Lions 2019: 'Creatives need to step up' - Nick Law
Premium
40 minutes ago

Cannes Lions 2019: 'Creatives need to step up' - ...

The global chief creative offiicer at Publicis Groupe tells Cannes that creatives can't hide behind the big idea, but need to become masters of media and step up as business partners.

Premium
Cannes Lions 2019: TBWA opens the Indian metal score on day one
Premium
13 hours ago

Cannes Lions 2019: TBWA opens the Indian metal ...

The agency's 'One mindful mind' campaign for the Neurogen brain and spine institute kit bagged metals in the Health and Wellness and Print and Publishing categories