Abstract
As a marketing strategy, experiential marketing has found prominence in the rapidly changing and ever-evolving competitive economy. To counter competition, an increasing number of companies are gearing up to create experiences for their prospective customers. This case highlights the remarkable success of Polaris India Pvt. Ltd, a wholly owned subsidiary of Polaris Industries Inc., USA, in experiential marketing through its Polaris Experience Zone (PEZ). It traces the origin of Polaris Industries Inc. and its growth in USA with the radical ideas of Edgar Hetteen who is often referred to as the grandfather of the snowmobile industry and the sport as such. The case underlines the challenges faced by Polaris India Pvt. Ltd in setting up its operation, difficulty in registering its name in the minds of the customers, legal barrier to all-terrain vehicles (ATV), etc. It is an important account of how visionary leadership of the managing director of Polaris India coupled with innovative marketing strategy in the form of PEZ enabled the company in announcing itself with impact in the minds of the customers. The case documents some of the challenges that lie ahead for the top management of the company.
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