Tata motors

MARKICIANTEAM : BUZZ

AISHWARYA.A ARAVINTH.S BIM , TRICHY

PRESSING PROBLEMS FOR INDIAN AUTOMOBILE INDUSTRYBrand image.Safety concerns ( Seen as inferior compared

to brands abroad)Quality of cars.After sales service ( Maruthi is the only brand

which provides excellent after sales service).Lesser visibility in comparison to

international brands.

PRESSING PROBLEMS FOR TATA MARKETING AND POSITIONING

Product Marketing Communication Problems Less effective Marketing Strategy – ( Using Social Media for Nano) Wrong Positioning - Tata has to make an elitist appeal Publicity degrading its image ( Chance to win a Nano Twist every week by test driving the Tata

models)- a sign of desperation to increase sales

SAFETY ISSUES Safety Issues in Nano (Air Bags , Fire) Variety of problems – Engine Noise , Mileage , Boot Space , Design , Speed

CUSTOMER PERCEPTION AND BRAND IMAGE Customer Perception - Considered as an Inferior brand that does not cater to the customers pride

and status. Negative image in producing Cheap Cars. Brand Tata is seen as a taxi producing Company.

RESEARCH AND DEVELOPMENT Need for better R&D center in providing better and attractive inputs to its car. Tata should focus on a particular segment of Passenger vehicles rather than having many variants.

( It has the cheapest car Nano and an high end variant of Tata Aria)

• Poor after sales service• Delayed Upgradation of models (Tata safari was not upgraded for nearly a

decade)• Strong contrast in terms of quality between Tata motors’ cars and JLR

cars.

MARKET TRENDS – TATA AND INDIAN AUTOMOTIVE INDUSTRY30% growth in passenger vehicles salesBetter marketing strategies for Zest and

Nano helped to notch 52% higher car sales in the Year 2014

Emergence of Low cost electric carsConnected Cars - Predictive Diagnostic ToolsGoing GreenCloud and Big DataIncrease in demand of cars for the year 2014

OPPORTUNITIES BRAND TATA – A MAKEOVER

Reinventing and Revamping Brand TATA - to become the pride of INDIA. Focus on both Pride and quality whilst making cars and to remove the “CHEAPNESS’ associated with the brand

name.

QUALITY Should use better quality products devoid of frequent failures and in producing engines that wont vent out high noise. Reduce the contrast in quality prevailing between their variants.

MARKETING AND ADVERTISING Intensive advertising – Catering to both urban and rural markets ( TV , Newspaper , Radio , Billboards , Online ,

Mobile Billboards , Mall Display ,Social Media , Contests) Sponsoring for more Sports events around the world ( Commonwealth Games , India ) Incentivizing Sales – (Referent advertising)

TARGET SPECIFIC SEGMENTATION Introduce new models with new names to differentiate consumer perception from Indigo and Indica which are used as

taxis Just like JLR , Introduce a separate variant of cars targeting the Taxi service providers.

GO ONLINE Tata Motors was the most mentioned brand online pushing Toyota to the second position Capitalizing on marketing in GOSF(Google Online Shopping Festival) – 250 online bookings in 4 days during GOSF.

Create an Online Group for Interaction – “ NAkNOw “ INNOVATION

Build your own car feature – ( Like what Chevrolet and Volvo offers ) Use of Big Data to analyze the data over the Internet regarding Cars and their reviews from owners and

Customizing Car according to the needs.

AFTER SALES SERVICE Upgrading their level of after sales service. 24 hours service facility for women owing Tata cars.

Increase Loyalty by providing further discounts for existing Tata customers. Short waiting period between Purchase and Delivery TATA Motors holds the highest patents in INDIA for Indian cars – Use of a better

implementation strategy for conversion into a product.

PORTFOLIOTarget Specific Segmentation ( JLR low end and high end

variants)2 wheeler user segment (Tata Nano was primarily

introduced to target the 2 wheeler segment and convert them ).

Economy segment.Commercial Taxi segment ( Different Variant , To change

the perception of consumers to view the Tata Motors car’s differently for personal and commercial purposes )

High End segment ( How?-By Promoting Aria , Sumo Grand , Xenon , etc .. Why ? -To satisfy the needs of consumers with higher need of status and with high ego)

Premium class ( How?-By promoting JLR , Why?- To maintain a separate premium place in consumer minds)

THANK YOU