GM India looks for agencies to handle CRM duties

By Tarana Khan , afaqs!, New Delhi | In Digital | September 04, 2008
The auto giant is particularly focusing on its latest launch, Captiva, for the CRM activities

General & #BANNER1 & # Motors (GM) India is looking for agencies to handle the direct marketing, digital marketing and CRM (customer relationship management) duties of its brands, particularly Captiva.

Confirming the development to afaqs!, Gaurav Gupta, director, marketing, GM India said, "We are looking for agencies to handle the CRM duties of our brands. It may be through digital or traditional media."

However, he also asserted that digital media would play a significant role in the process.

Gupta did not share the budget allotted for this exercise, but said that they would be "doubling or trebling" the current spends.

According to sources, there are seven agencies pitching for the account, including rmg connect, Ogilvy One (the incumbent agency), Mudra, McCann-Erickson and Bates 141 Sercon.

An informed source tells afaqs! that the activities included in the deal would be acquisition programmes through direct mailers, e-mailers, events and promotions. The value of the account is said to be two per cent of the sales volume, according to industry estimates.

GM India launched Captiva in January. Positioned as a sports utility vehicle (SUV), it is priced at Rs 17.74 lakh, and competes with vehicles such as Honda CRV, Hyundai Tucson, Mitsubishi Pajero and Maruti Suzuki Grand Vitara.

The company has already launched a site,, developed by digital agency, Quasar Media, where visitors can request for a test drive and even for purchasing the vehicle.