Italian car producer has been current in the Indian market for round twenty years now. Its iconic scooter, Vespa, has accomplished 10 years in India. Piaggio has additionally ventured into the three-wheeler market with its revolutionary line of autos. The Piaggio MP3, launched in 2006, is a three-wheeled scooter that gives enhanced stability and security in contrast to conventional two-wheeled scooters. The firm’s industrial automobile division produces mild industrial autos and supply vans, catering to varied transportation wants.
Over the years, Piaggio has expanded its operations globally, establishing manufacturing services in nations like Vietnam, China, India, and Spain. The firm has a robust presence in Europe and Asia and continues to develop revolutionary options in the realm of city mobility.
Piaggio Vehicles, a 100% subsidiary of Piaggio Group and India’s main producer of small industrial autos in addition to pioneers of electrical 3W, is now betting massive on electrical autos in India. The firm not too long ago appointed Dhiraj Tripathi as Vice President – Export & Electric Vehicles. He is accountable for the Sales, Service, Marketing & Business Development for EVs and Exports.
In dialog with Adgully, Apoorva Saigal, Head of Corporate Communications and a couple of Wheeler Marketing, Piaggio Vehicles Pvt Ltd, shares about their development, media combine technique, model communication methods and the journey of Vespa.
What form of development has Vespa seen over the years?
From its early days on the streets of Italy to its world success, Vespa has left an indelible mark on the world. Since its inception, the Vespa has all the time stood for a singular and distinctive way of life, modernity, and zeitgeist, wrapped in legacy and luxurious with a ardour to embrace the future. Today, the model is quickly progressing to a large 1 billion euro analysis whereas seamlessly defining the design tendencies for over 7 a long time.
In India, the world’s favorite scooter has accomplished a decade, and we’re delighted with the icon it has become in the nation. The Vespa vary in India is differentiated, with the inclusion of particular editions and a number of design languages, amplifying the exclusivity of each single model and totally different aesthetic parts to fulfill every buyer’s style.
Over the previous decade, we have now widened our portfolio to cater to totally different prospects by means of differentiated choices – Vespa ZX and VXL (Classic vary), Vespa Racing 60s, Vespa SXL (Sports vary), and the newest addition of the Vespa Dual. Every variant tells a distinct story and is created for the riders of immediately – the dreamers, go-getters, innovators, and explorers.
Our prospects are discerning, well-travelled and well-spoken, which implies it’s not only how issues appear and feel that issues to them, but additionally the tales behind them that make them extra treasured. For them, their Vespa is the enabler and the enhancer of experiences, the coolest approach of amplifying journeys.
What is your USP? What makes customers decide for Vespa over every other two-wheeler model?
The Vespa is an absolute luxurious and way of life providing from the Italian auto large, Piaggio Group. It is the essence of an Italian way of life, of irreverent spontaneity, and residing to the fullest. For years, Vespa has gained over total generations with its charisma that transmits freedom and its unconventional type. In its intense historical past, Vespa has been the protagonist of cultural and social revolutions, musical and customized actions, cinematic movies, works of artwork and songs.
It has dictated vogue and tendencies and it has transcended frontiers to conquer the total world, an icon of distinctive design. There is a lot regard for Vespa and what it represents, that Financial Times was quoted saying, “A Vespa is an element of your wardrobe, not storage”.
Any buyer who comes into our shops, is aware of they need a Vespa and nothing else!
What are the distribution methods for Vespa in addition to the media combine methods?
Our media combine technique is split into Digital, PR, Association led, and Experiential. Our audience is all the time on-the-go digital natives which might be trying to resonate with the model by means of shared experiences. Hence, our associations are with companions who attain the proper viewers by telling the Vespa or Aprilia story.
For instance, we have now partnered with Elle journal to curate attention-grabbing and interesting content material all through the yr for Vespa, which shall be consumed each offline and on-line. We additionally did some partaking activations at the Times Fashion Weeks for Vespa in Pune and Mumbai that resulted in nice digital conversations for the model whereas partaking audiences on the floor at the occasion. Likewise, we’re additionally leveraging the maiden Indian MotoGP for Aprilia to attain newer audiences and likewise put out enjoyable content material for present followers. This yr, Vespa and Aprilia will see some distinctive advertising and marketing come to life!
What are the upcoming plans and advertising and marketing campaigns in 2023?
As talked about, there’s a Vespa for each buyer and we’re consciously re-aligning model communication and imagery that amplifies the exclusivity of each single Vespa variant.
We imagine there’s a want for scooter segmentation in India, in the similar approach, there’s a particular segmentation for bikes. India nonetheless lacks the scooter segmentation that’s seen in developed markets round the world the place scooters have been segmented based mostly on their efficiency, options, and worth. Going forward, our advertising and marketing technique shall be distinctly centered round creating and selling the luxurious scooter class for Vespa in India to guarantee it’s correctly elevated from the mass and commuter phase. We are doing this with extremely credible luxurious and lifestyle-conscious companions, and it is best to look ahead to some nice content material and occasion co-creations for the model all through the yr.
We are additionally deploying some distinctive methods to guarantee the proper visibility for the model. To give an instance, we unveiled the new Vespa Dual Tone at a Fashion present relatively than opting for the conventional two-wheeler launch. This efficiently helped attain the proper viewers and additional push the way of life proposition for the model.
How has the journey of Vespa been and what are the model communication methods?
Vespa is celebrating its 77th yr in the world and can proceed to narrate its story on self-expression, modernity, and zeitgeist. In the subsequent decade, we intend to shift our gears to additional set up our affect and become the only choice of scooter for elite and affluent customers. As half of our strategic plan, we are going to work on Repositioning, Brand & Product Experience, and Customer Delight.
We, thus, focus all our efforts on giving affluent Vespa prospects an opulent model expertise in India. Our advertising and marketing plan will even be clearly centered on boosting the Vespa model above the commuting class by growing and selling a luxurious scooter class.
What are the key advertising and marketing tendencies that you’re seeing in 2023?
Marketing is evolving exponentially throughout varied sectors. Trend mapping is vital to staying related amongst our prospects. The advertising and marketing tendencies for 2023 embrace:
Increased use of AI and automation: With the development of digital advertising and marketing and the availability of information, AI and automation will become extra prevalent in the advertising and marketing trade. Marketers will depend on AI instruments to analyse information and develop insights to higher goal prospects.
Increased adoption of immersive applied sciences: Immersive applied sciences comparable to augmented actuality (AR) and digital actuality (VR) are possible to become extra prevalent in the advertising and marketing trade. These applied sciences enable manufacturers to create distinctive and interesting experiences for prospects, which will help them stand out from the competitions.
Focus on personalised advertising and marketing: In order to stand out from the competitors, entrepreneurs will want to concentrate on delivering personalised experiences to prospects. This will contain leveraging information to perceive particular person buyer preferences and tailoring advertising and marketing messages to these preferences.
Greater emphasis on video advertising and marketing: Video advertising and marketing has already been rising in reputation and this pattern is probably going to proceed. As extra folks eat content material on their cellular gadgets, short-form video content material will become more and more necessary for entrepreneurs.
Rise of influencer advertising and marketing: Influencer advertising and marketing has already become a preferred technique for many manufacturers, and this pattern is predicted to proceed. In India, micro-influencers are possible to acquire extra reputation as they’re seen as extra relatable and reliable by their followers.