Khodrocar – marketing is an important procedure for selling a product and any interruption could change the sales statistics and even have effects on the brand’s big picture in the market. Iranian automakers are talking about their presence in foreign markets, but their share from those markets show they are not successful at all.
Volkswagen is the largest automaker in the world by owning VW, Bentley, Bugatti, Porsche, Seat, Skoda, MAN, Scania and VW commercial vehicles. This brand has achieved its share of the market by having different brands in different segments, but what is the method of this company for marketing? What is the difference between marketing methods of Iranian automakers and international ones?
"We have to look at Iran’s marketing system in the auto industry from a different angle because our market is different with the foreign markets. The lack of competition between local automakers and the huge amount of requests is making a situation that produced cars always have buyers.” Ali Shokuhi, an expert of auto industry told Khodrocar reporter. "The advertisement of local automakers limited to introducing the products and sales condition. They don’t have any creativity because a market without competition doesn’t need marketing. This is the real difference between Iran and foreign, automakers marketing. "
"Out of borders, mother companies do not interfere with subsidiary’s marketing plans. Each company chooses the marketing strategy according to their products sale and customers’ level. They also choose the right media for their marketing.” He added. "Foreign countries are making the annual marketing plan and choosing the right strategy by leaning on their stable economy but the condition is different in Iran. Instability in the market and the economy is increasing the risk of investment in marketing in Iran, therefore, they are choosing unprofessional and short term methods.
"With no doubt, more 90 percent of marketing weakness in Iran is tied with lack of specialized knowledge. We experienced stability in the market during different periods but the marketing didn’t change and they are accusing economy instability now. Unfortunately, there aren’t any marketing experts in Iran’s auto industry and that is the problem.” He continued.
As we might find out, lack of knowledge in marketing is the main problem of Iran’s auto industry. It would be great if officials of the auto industry make a path to improve the scientific infrastructures and at least we would see improvement in the next years.
Khodrocar Reporter: Mostafa Anisi
Khodrocar Translator: Amin Zamani