It’s rugged, it’s tough & masculine... it’s Tata, followed by Ashok Leyland
India moves on it; Ashok Leyland is a brand that is known for its rugged and is built on the experience of millions who come in contact with this name in one way or the other. People who are closely associated with this brand have a high regard for it and the company doesn’t take it for granted either. The media campaign for Ashok Leyland brand truly represents the heart of the company through a young engineer who is passionate about his work and is dedicated to deliver value to the customer. An experiential brand, Ashok Leyland’s perception is developed by people who use these products on a day-to-day basis to reach their work stations and back, not to forget the drivers that spend half their life in a truck. Talking about perception, Thomas T. Abraham, GM – Corporate Communications, Ashok Leyland says, “In anticipation of market needs, we are increasingly offering fully built vehicles. This is a huge brand building opportunity as much as it is a business opportunity.” However, recently competition from nimbler players like Tata Motors and M&M has been hitting Ashok Leyland where it hurts. While Tata’s Ace is challenging the dynamics of the LCV market, in the CV segment, entry of global players in JVs with Indian partners (Navistar’s tie-up with M&M and MAN’s with Force Motors) is causing further heart burn. Nevertheless, the company is siting on a goldmine; it sold 83,000 vehicles last year and believe they can do better. Now that’s heavy-duty optimism!
Source : IIPM Editorial, 2009
India moves on it; Ashok Leyland is a brand that is known for its rugged and is built on the experience of millions who come in contact with this name in one way or the other. People who are closely associated with this brand have a high regard for it and the company doesn’t take it for granted either. The media campaign for Ashok Leyland brand truly represents the heart of the company through a young engineer who is passionate about his work and is dedicated to deliver value to the customer. An experiential brand, Ashok Leyland’s perception is developed by people who use these products on a day-to-day basis to reach their work stations and back, not to forget the drivers that spend half their life in a truck. Talking about perception, Thomas T. Abraham, GM – Corporate Communications, Ashok Leyland says, “In anticipation of market needs, we are increasingly offering fully built vehicles. This is a huge brand building opportunity as much as it is a business opportunity.” However, recently competition from nimbler players like Tata Motors and M&M has been hitting Ashok Leyland where it hurts. While Tata’s Ace is challenging the dynamics of the LCV market, in the CV segment, entry of global players in JVs with Indian partners (Navistar’s tie-up with M&M and MAN’s with Force Motors) is causing further heart burn. Nevertheless, the company is siting on a goldmine; it sold 83,000 vehicles last year and believe they can do better. Now that’s heavy-duty optimism!
Source : IIPM Editorial, 2009
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative
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