Ford India rejigs marketing team

By Our Special Correspondent

CHENNAI, AUG. 6. Even as it is on course to launch in India its luxury sedan Ford Mondeo in December, Ikon maker Ford India is quietly rebuilding its marketing team.

The exercise is in line with the company's decision to reward performing employees. The policy appears to have a twin objective of rewarding and retaining talent. This exercise has already seen Ford India letting a senior member, Mr. V. Sivaramakrishnan, general manager (marketing), take up a crucial assignment at the small vehicle centre of Ford in the U.K. Since then, a search is on to fill up the slot vacated by him. It is reliably learnt that the slot will be taken by an experienced person from the FMCG (fast-moving consumer goods) industry. Couple of more from the FMCG sector, it is gathered, are roped in to take up senior positions in the company. Even as efforts are on to scout for outside talent, Ford India is now going through an internal initiative of spotting talent within and rewarding them through promotions.

The thrust of the latest initiative will revolve around three crucial elements - brand building, product planning and non- technical training. Top company officials have indicated that market research and consumer insight will form the fulcrum of its new marketing gameplan.

Interestingly enough, this new thinking coincides with a change of guard at the company's marketing team. It may be recalled Mr. Randy Shockley has become the new vice-president (marketing and sales), replacing Mr. John Fink who has since moved to the U.S.

Ever since Mr. Shockley has assumed charges, Ford India has chosen to rejig its marketing gameplan. If sources are to be believed, the Ikon maker is sort of taking a cue or two from the FMCG industry and trying to replicate the latter's marketing model on to the automobile field.

Mr. Shockley is convinced that the ability of Ford India to nurture talents and loan them to parent company outfits abroad will also give the Indian subsidiary that much space in the over all decision-making process of the parent.

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Section  : Business
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