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When Ford launched the Figo in India, it researched the local culture to make sure the product itself appealed to the local market, as well as the advertising. For the product, Ford had to make sure the car was small and nimble enough to navigate the narrow and crowded roads in India. Yet, it still needed to provide enough cargo space, and room for family to ride along. Color choice was important, and even having cold A/C was a desirable feature. Take a look at the ads below and see how they promoted these features.
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MBA class please make sure complete and scholary citations if used.
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