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Fiat Independent Brand Store
Fiat has been undergoing problems with sales in the Indian car market with its prime products like Punto and Linea, which have failed to impress the market. As a revival measure, the company wants to have a separate display mode for promoting its products. So far Fiat"s products have been on display in the showrooms along with Tata Motors"s products.
Fiat faced a fall in sale by 8% during the first 6 months of this fiscal year contrary to the market potential (34%). Hence Fiat is planning to introduce 'image points" or retail stores in Mumbai, Pune, Chennai, Bangalore and Delhi. Such places will deem to be meeting place and gathering venues where Fiat products will be the cynosure. In addition there will be Italian merchandise in these stores in form of accessories and Italian coffee.
Fiat products are admired for their style, performance and efficiency globally. Fiat alone will display premier brands like Alfa Romeo, Lancia and Maserati. However, the official cleared that the existing dealerships set up in Tata Motors venues (on 50:50 share) will continue. In addition, Fiat has got the consultancy from Accenture for improving the sale strategy in India. The proposals will involve full length framework for the revival of brand image in the retail sale network. The weak points will be duly identified and rectified.
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