In line with this phenomenon, Ford India has recently launched what is called a `Josh Club'. All owners of Ikon are entitled to become members of this club at no additional cost.

Explaining the concept Manu Parasher, brand manager, Ford Ikon said that the objective of this strategy is to remain connected to the customers even after the sale, make them feel part of the Ikon family and thereby increase the brand loyalty. This will go a long way in increasing the `word of mouth' publicity which carries a significant marketing potential.

He said that Ikon is positioned as a `josh machine, and has been targeted at people with `jinda dil' who are active and adventurous. In line with this positioning, the company will be organising events such as go karting, movie premier, venture sports, travel etc for the members from time to time. At a later date, the company is also planning to tie-up with manufacturers (whose products fit into the brand positioning of Ikon) and offer discount on it.Enrolment has begun for the 11,000-odd customers of Ikon as of May this year and the response, according to Manu Parashar, is good. The company, he added, will be using its `Ford World' magazine as a means of communication between the club members. Schedules of the events organised and other related information would be disseminated through it.

Ford India has been taking no chances with customer satisfaction of Ikon. It has already put in place Intensified Customer Concern department (ICCD) which is entrusted with the job of getting direct feedback of customers 30 or 60 days after the purchase and ensure that problems, if any, are sorted out within a week.

The company also analysis the sales and service satisfaction levels on a continuous basis. These enable it to keep a close watch on the quality of the product and service apart from keeping the customers happy which is a pre-requisite if the brand has to do well in independent surveys such as JD Power.