Initial Theme-‘SHAPE YOUR WORLD’
Maruti Suzuki Estilo, one of the A2 offering from the Maruti Suzuki stable, is a product that combines unique features and a refreshing style. In 2006, when Zen Estilo was launched; the focus was on the new product design- its mono-form shape.
It allowed consumers to think beyond the regular offerings in A2 segment and consider Zen Estilo which was a fresh new shape and design. Zen Estilo had a great start and was a successful brand through 2006 to early 2009. All this while, the campaigns basis ‘Shape your world’ theme continued to support the Brand effectively.
MSIL, quick to address evolving needs and preferences of the consumers as well as seeing the need of supporting the product so as to reach out to a wider audience, decided to make changes to the product well ahead of a regular product cycle and came up with a new Estilo in late 2009. Though it was based on the same Zen Estilo platform, the changes were so radical that the product assumed a new look.
And under the hood was the revolutionary new K series engine and Detent pin transmission. All resulting in a fabulous new product and thus was born the new Estilo.
Positioning -
The current positioning has been evolutionary process. Estilo’s ‘Status’ positioning thought stemmed from the key consumer insight of ‘Estilo’ being seen as a ‘sign of success and accomplishment’, ‘exclusive’ among owners and non-owners.
Basing this and keeping in mind the impending model change, the positioning shifted to cater to a wider consumer mindset. If earlier ‘Shape your world’ was linked to the product, the new positioning – 'take a fresh view of life' targeted to address the need gaps in the consumers’ mind space.
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