Mahindra Group Commissions Semiotic Study for Car Business, Hires Leapfrog Strategy Consulting’s Hamsini Shivakumar
At Mahindra Group’s company, Mahindra & Mahindra Automotive Design has, in order to understand it’s customer, especially the small utility vehicles, undertaken a semiotic audit, for decoding car driving culture through applying semiotic thinking. The SUV driver is considered to be a different persona than the regular small car driver.
- (1888PressRelease) March 28, 2020 - Semiotician Hamsini Shivakumar’s brand and semiotic consultancy Leapfrog Strategy Consulting Pvt Ltd has been roped in by Cosmos Strategy Consultants for the Mahindra Group’s Automotive Division – Mahindra & Mahindra Automotive Design for a deeper understanding and profiling of their small and heavy cars’ customers.
At Mahindra Group’s company, Mahindra & Mahindra Automotive Design has, in order to understand it’s customer, especially the small utility vehicles, undertaken a semiotic audit, for decoding car driving culture through applying semiotic thinking. The SUV driver is considered to be a different persona than the regular small car driver; the Mahindra Group wants to decode to understand the car category codes, the culture codes, communication codes for advertising and marketing.
An employee of Mahindra Group spoke about applied semiotics in cars, and said, “there is a huge difference in the reasons to buy a small car versus a SUV, and there is also a difference in the customer persona. The signs, symbols and narratives for these two kinds of customers has to be distinctly different. Since we have a history of being the first-movers as far as cutting-edge research is concerned, it was only natural for the company to commission a brand semiotic study”.
Hamsini Shivakumar of Leapfrog Strategy Consulting, India, adds, “Applied Semiotics is crucial for marketing and is often ignored. It is important for cultural insight and cultural foresight. Using the right cultural and category codes will result is significant marketing effectiveness. After all, only when you understand your customer’s milieu can you make your marketing communication more effective”
Semiotics is the study of signs and symbols and its meaning making. de Saussure, Barthes, Bakhtin are the proponents of the semiotic school of thinking. (https://www.learning-theories.com/semiotics-de-saussure-barthes-bakhtin.html)
Leapfrog Strategy Consulting Pvt Ltd helps brands and businesses with strategic and semiotic thinking to increase the effectiveness of their visual & advertising communication, helping them be more exacting in pinpointing their customer persona and in the communication to them.
If you would like more information about this topic, please call Hamsini Shivakumar at 9810307943 or email to hamsini ( @ ) leapfrogstrategy dot com
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