Firms such as Samsung and Ford are going back to the promise of superior service, as technology ceases to be the key differentiation in a cluttered market.
Service can then become the USP or hook for a brand to help it stand out of the clutter.
Ford’s recent ad in which it plays up the card of ‘looks can be deceptive’ is on ‘service costs involving its brands.
In the process, Ford brings back the attention on a key promise – after sales service.
Samsung also recently released a touching commercial on after sales service showing a Samsung engineer making a perilous journey to fix a faulty TV set in a remote location.
Maruti Suzuki was one of the first players in India to play the card of extensive reach of its service centres in the ad – ‘No matter where you go, you’llfind a Maruti service station’ created in the 1990’s.
The concept was adapted in subsequent marketing campaigns by the automaker.
