Manufacturers are always building strategies to promote and grow their businesses. Tata Motors showcased the Safari Storme Ladakh Concept in the Auto Expo 2014, Now, in another promotional strategy, Tata Motors joined hands with eBay India to promote and sell merchandise of its SUV, the Safari Storme. Customers, throughout the country, would be able to order Safari Storme merchandise through online shopping.
Tata Motors, which is one of India’s largest car manufacturer, will sell Safari Strome merchandise such as leather key-chains, trekking bags, t-shirts, camping Swiss knives, magnetic compass’s and a host of other branded Safari Storme gear.
Expressing his views on the strategic alliance, Rahul Ghosh, Head – Strategy at eBay India said, “To add cheer to our customers next great adventure, we at Tata Motors through our association with eBay India, will sell branded Safari Storme merchandise on our brand store on the eBay India site. Through this initiative, we aim to further engage and deepen our connect with the ever discerning customer, who is increasingly turning to the online space, to not only plan their next holiday, but also make purchase of music, games and possibly everything, even for day to day use.”
Ms. Delna Avari, Head – Marketing Communications, Passenger Vehicle Business Unit at Tata Motors, added, “To add cheer to our customers next great adventure, we at Tata Motors through our association with eBay India, will sell branded Safari Storme merchandise on our brand store on the eBay India site. Through this initiative, we aim to further engage and deepen our connect with the ever discerning customer, who is increasingly turning to the online space, to not only plan their next holiday, but also make purchase of music, games and possibly everything, even for day to day use.”
The outcome of this alliance remains to be seen. However, we remain skeptical about the customer base as only the Safari owners seem to be the potential buyers at this point of time. We believe, in order to grow their presence through such a partnership, Tata Motors should widen the merchandise offering throughout their vehicle range and not just with the Safari Storme.