Friday, February 09, 2007

Savvy Marketing

Now.. I call this savvy marketing.

What can get more and differentiated visibility when the space is crowded and the time is limited? Get a high profile guy to do something with your product, which will auto-magically get lot of free ink and media time.

That is exactly what Lockheed Martin did by getting Ratan Tata to fly its F16 when the entire aviation world seem to have assembled in Bangalore.

To counter Russia's historical advantage, Boeing has offered to produce the F/A-18F jointly with an Indian company. Lockheed scored public-relations points by recruiting Ratan Tata, a billionaire Indian industrialist and amateur pilot, to fly in an F-16 at the air show.