Brands zero in on Service

  • Firms such as Samsung and Ford are going back to the promise of superior service, as technology ceases to be the key differentiation in a cluttered market.
  • Service can then become the USP or hook for a brand to help it stand out of the clutter.
  • Ford’s recent ad in which it plays up the card of ‘looks can be deceptive’ is on ‘service costs involving its brands.
  • In the process, Ford brings back the attention on a key promise – after sales service.
  • Samsung also recently released a touching commercial on after sales service showing a Samsung engineer making a perilous journey to fix a faulty TV set in a remote location.
  • Maruti Suzuki was one of the first players in India to play the card of extensive reach of its service centres in the ad – ‘No matter where you go, you’llfind a Maruti service station’ created in the 1990’s.
  • The concept was adapted in subsequent marketing campaigns by the automaker.
  • Service is the new brand currency.
Date: 31-01-2017

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