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#1
Manali Gupta (01)Sneha Suman (33)
Gaurav Chauhan (57)
Arshad Khan (56)
Sameer Shrivastava (58)
Aniket Bose(03)
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V/S
The Big Fight
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TATA Motors Tata motors was established in 1945 when the company began
manufacturing locomotives.
Founder-Jamshedji Tata
India's largest automobile company, with consolidated revenuesof Rs.70,938.85 crores in 2008-09.
It leads the market in commercial vehicles in each segment.
The second largest in the passenger vehicles segment.
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Contd
Globally, Tata Motors stands fifth in the medium and heavycommercial vehicle manufacturer category.
Tata Motor's 22,000 employees are guided with the vision, "bestin the manner in which we operate, best in the products wedeliver, and best in our value system and ethics.
This company is the first from the country's engineering sectorto be listed in the New York Stock Exchange (Sep. 2004).
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Product Mix
1)Passenger Cars 2)Utility Vehicles 3)Commercial vehicles
Indica A) Safari Dicor A) Heavy Commercial Vehicles
Indica Vista B) Sumo Grande Mk II B) Int.Mdt. Comm. Vehicles
Indica V2 Xeta C) Sumo Victa C) Light Comm. Vehicle
Indica V2 D) Xenon XT D) Commercial PassengerCarriers
Indigo i) Buses
Indigo Manza ii) Winger Indigo CS iii) Magic
Indigo Marina
Indigo Xl
Nano
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Sales
Sales for CY 2009 4,32,630 units
- a growth of 19% from CY 08
Total sales in Passenger Car
TATA 1,53,939 units
FIAT 18,087 units
(www.financial-express.com)
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Total Media Spend
Media spend for the CY 2009 is Rs. 263 Cr.
Media Spend includes TVC, Print Ads, OOH, Digital, Radio,Road Shows, Event Sponsorships etc.
(www.Business-Standard.com)
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Hyundai Motor India Limited (HMIL)
Hyundai Motor India Ltd. was established in 1996.
Example of a profitable partnership where Indian skills and
workmanship combine with Korean design and technology.
Manufacturing takes place at Irrungattukatoi near Chennai (ISO
14001)
Co. started it's operations in India in 1998 with the Santro whichwent on to become one of the largest selling cars in the country.
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In 2008, HMIL also successfully completed 10 glorious years of
operations in India and to commemorate its achievements,
initiated a unique trans-continental drive from Delhi to Paris in
two of its hugely popular i10 Kappa cars.
Hyundais model i10 has been awarded Car of the year 2008
from the leading automobile magazines and TV channels likeBS Motoring, CNBC-TV18, Auto car, NDTV Profit car & Bike India.
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Segmentation
Hyundai divides its car in five different segments:
B Segment Santro
B+ Segment - Getz Prime, i10, i20
C Segment Accent, Verna
E Segment - Sonata Embera
SUV Segment -Tucson
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Product Mix
Santro
Accent
i 10
Tucson
Verna
Elantra
Getz
Prime
Sonata
i20
Visto
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Product Line
Santro Xing Hyundai i20
L 2 i 20 1.4 Asta (o) Automatic
GLS 1 i 20 1.4 Asta Automatic
GLS2 i20 1.4 CRDi Asta (O)
i20 1.4 CRDi Asta
i20 1.4 CRDi Magna
i20 Asta, i20 Asta (O)
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Accent Hyundai VernaAccent GS 3 - Door Verna SX CRDi VGT AT (Diesel)
Accent GLS 4 - Door Verna SX CRDi VGT (Diesel)Accent SE 3 - Door Verna CRDi VGT (Diesel)
Verna SX VTVT (Petrol)
Verna VTVT (Petrol)
i10 Hyundai Getz Primei10 D-lite Getz Prime 1.1 GLE
i10Era Getz Prime 1.1 GVSi10 Magna Getz Prime 1.3 GLS
i10 Asta 1.2 AT Getz Prime 1.3 GLX
i10Sportz 1.2 AT Getz Prime 1.3 GLX
i10 Asta 1.2 with Sunroof Getz Prime 1.5 CRDi GVS
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Sales Total Sales for CY 2009 5,59,880 units
Domestic Sales: 2,89,863 units
(www. Business-Standard.com)
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Total Media Spend
Media spend for the CY 2009 is Rs. 245 Cr.
Media Spend includes TVC, Print Ads, OOH, Digital, Radio,Road Shows, Event Sponsorships etc.
(www.Business-Standard.com)
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Tata Indica Vista- Changes Everything
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Target Group
Primary target is the price sensitive family man seeking
comfort, economy and ride quality.
Age segment - 30 +
Secondary target is the youth, as it also promises fun
without emptying the wallet.
Age segment - 23 - 30
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Positioning
It is positioned as a family car which
eyes to eat up the share of Maruti
Suzuki Swift.
It is positioned as a young car with the trademark TATAreliability at an affordable price.
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Car VariantsVersion Price (in Rs) ex-showroom Mumbai
Aqua 1.3 Quadrajet 4,59,398
Aqua 1.2Safire 3,74,950
Aqua 1.4 TDi 4,09,319
Aura 1.2Safire 3,99,776
Aura 1.3 Quadrajet 4,92,376
LE Quadrajet 5,20,812
LESafire 4,27,565
Terra 1.2Safire 3,48,830
Terra 1.4 TDi 3,87,108
Terra Quadrajet 4,36,403
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Media Mix
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Changes Everything..!!
Account handled by DraftFCB - Ulka
Focused on the word Change.
Communicated by the means of an attractive website.
www.changeseverything.in
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Andy and Leela
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Big Idea..!!
Introduced 2 characters Andy and Leela.
Represented as free spirited and ambitious individuals.
Fun-loving, down to earth and value relationships.
These are the character traits that the Indica Vista TGidentifies with.
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www.ChangesEverything.inSneak peak
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Print Ad
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Television Commercial
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Public Relations
A part of Barcelona Auto Show 2009.
Currently a part of Delhi Auto Show 2010.
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Public Relations
Exclusive coverage on NDTVs special show on automobile.
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i10- Catch the i
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Target Group
Primary TG middle to upper income professionals seeking
value for money and comfortable ride.
Age segment - 30 +
Secondary TG College students seeking style and speed.
Age Segment 18 to 25 yrs.
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Positioning
Hyundai i10 is the most versatile, convenient, value added carmodel for its TG.
Positioned between Santro and Getz.
The marketing strategy is focused on promoting the car as
economic car for the next generation.
The new Hyundai i10 is a generation different from Getz
and Santro design.
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Variants & Pricing
Variants Prices (in Rs.) ex-showroom Mumbai
I10 D-lite 3,51,468
I10Era 3,88,129
I10 Magna 4,02,969
I10 Asta 1.2 AT 5,04,530
I10 Asta 1.2 sports 4,87,730
I10 Asta 1.2 AT with Sunroof 5,64,129
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World Premiere..!!
Account handled by their in-house agency Innocean.
Marketed heavily on the fact that i10 was first launched inIndia.
Communication revolved around the tagline Catch the iand see it in India first.
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Television Commercial
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Print Ad
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Sales Promotions
Diwali promotional schemes.
Communication revolvingaround the festive theme.
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OOH
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Sports Marketing
Also tie up with IPL franchisee Kolkata Knight Riders.
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Special KKR Edition
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Association with FIFA
Sponsored FIFA Beach World Cup 2009, Dubai.
Sponsoring FIFA World Cup 2010, South Africa.
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Target Group
Target Segment is the Upper-MIG seeking the comfort of a
luxury car with looks, comfort, sleek design at an
affordable.
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Media Mix
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Go Digital..!!
Interactive Website helps customer involvement.
Allows its customers to request for a Test Drive.
Also offers a scheme which allows customers to win a
Chauffeur driven Manza for a day.
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Television Commercial
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Other PR activities by TATA
Annual Customer Meet in Delhi in Sep, 2009.
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Event Sponsorship by TATA Motors
Sponsored Franco Nicolini mountaineering event at Italy.
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Verna- Feel it
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Target Group
Primary TG is the Upper-MIG seeking style, comfort, power.
- Age Segment - 30yrs +
Secondary TG is the young segment seeking speed, style
and technology.
- Age Segment 23yrs to 28 yrs
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Positioning
Positioned in the C+ and competes mainly with Honda City,
Ford Fiesta and Chevrolet Aveo.
Positioned at a segment above Accent and below Sonata.
Verna and Accent are still in the market with noreplacement for each other.
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Variants and Prices
Variants Prices (in Rs. ) ex-showroom Mumbai
Verna 1.6 VTVT(petrol) 6,71,692
Verna 1.6 SX VTVT(petrol) 7,50,149
Verna 1.5 CRDi VGT 7,91,608
Verna 1.5 SX CRDi VGT 8,43,948
Verna 1.5 SX CRDi VGT AT 9,10,011
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Media Mix
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Print Ads
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Television Commercial
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Public Relations
Road Shows during Delhi Half Marathon 2009.
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Public Relations
Was a part of Delhi Auto Expo 2009.
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Sales Promotion
Tie up with Central Bank for Auto finance.
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Thank You!!!