Advertising, Brand and Consumer Behaviour (The Indian Context), Ist Edition by Pearson

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Santro

Santro is a brand in the passenger car market in India that was launched in the year 1998 (Rupani, 2018; Shah, 2018). The brand sold about 20 lakh cars. The brand had contrasted itself from the basic Maruti 800 version in a number of ways that included the ‘tall boy’ design, the interior space and a few other features (Rupani, 2018). Although priced higher than the basic Maruti 800, Santro offered value for money for the consumer and it was also positioned as the family car. At the same time, Indica was an offering from Tata that was positioned on value (Rupani, 2018).

Santro had initially created comparative advertising with competitive cars, and had entered into the consideration mindset of consumers by highlighting a few advantages ...