A presentation on Brand audit of TATA

-byAman surana

Bangalore

INTRODUCTION

• Tata Group is an Indian multinational conglomerate company headquartered in Mumbai, Maharashtra, India.

• Tata Group operates more than 80 companies ranging from software and automobiles to steel, consumer goods and telecommunications. With above 424,365 employees across India, it is the nation's largest private employer.

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• The 2009, annual survey by the Reputation Institute ranked Tata Group as the 11th most reputable company in the world.

• The group takes the name of its founder, Jamsedji Tata, a member of whose family has almost invariably been the chairman of the group. The current chairman of the Tata group is Ratan Tata, who took over from J. R. D. Tata in 1991.

Diversifications

Brand TATA

What is Brand audit?- The meaning of brand audit is simple: to gain a

fundamental understanding of where your brand stands in its current state.

What is brand equity?- Brand equity is the commercial value that

derives from consumer perception of the brand name of a particular product or service, rather than from the product or service itself.

Brand image

Strong :- trust, loyalty, indian heritage brand

Favorable:- less expensive, affordable, first buyers choice

Unique brand awareness:- durable, sturdy and suitable to indian conditions

Segmentation strategies

• Tata has segmented its customers based on income level.Segmentations are :-Low income levelMiddle income level High income level

Positioning strategies

Tata motor has positioned itself as less expensive, affordable, trustworthy & user friendly brand.

ex:- TATA nano ( people’s car )

Brand mantra

• TATA motors by itself does not have any brand mantra, but has separate mantras with few of its products which identifies them in a unique manner.

ex:- TATA sumo (tough car)

Point of difference

• TATA motors differentiates itself with other competitors by following points:-

- TATA motors use engines like DICOR, Turbo, V2 engines etc.

- TATA cars have different interiors- follows different pricing policy- large chains of service stations

Marketing program of TATA nano

• TATA invested very small percentage in marketing of TATA nano to minimize its selling cost

• TATA gave a full page advertisement in national dailies.

• TATA used buzz marketing for nano.

Marketing channels of TATA motors

Television Radio Print media Web marketing Dealers & distributors Co branding Sponsorships

Strengths of Marketing channels

Effective and well targeted Life span of ads are relatively shorter, they

come up with new ads frequently to keep the interests of the consumers

Selection of clever brand elements & characteristics which are cost effective

Association with the bigger & better events in india & abroad.

Weakness of Marketing channels

• They do not associate with celebrities• Consumers get confused with the use of

several new ads on just one product• Frequency of the ads in between program me

is low which does not help in brand/product recall.

Marketing communication TATA

TATA motors use a wide spectrum of communication strategies to reach their customers.

1)Advertising:- in general TATA advertises through T.V,

Radio & Magznies.2)Sales promotion:-

At the end of each season TATA introduces discounts from 30,000rs – 50,000rs.

Contd…..

3)Event sponsorships:-sponsoring events has been an integral

part of communication strategy of TATA motors.4)Publicity:-

TATA uses tools like world media, Buzz marketing.

Ex:- TATA through buzz marketing crated publicity worth 500 million for TATA nano.

Leverage secondary associations

-> Co – branding:-TATA joined hands with club H.P outlets

as their service points for its passenger car range.

-> current event sponsorships:-Ferrari and Hindustan petroleum are two

of the biggest brands in their industry & TATA motors have partnered with these companies.

Brand architecture

TATA brand architecture is diverse, having diff product lines in each category. It is mainly divided into passenger cars & commercial vehicles.

TATA follows branded house strategy. Their hierarchy has corporate brand, family brand, individual brand and modifiers.

Major achievements

• Acquisition of DAEWOO commercial vehicle Company, South Korea.

• Acquires 21% stake in Hispano Carrocera, South Africa. • JRD QV award for business excellence• 4th millionth passenger car manufactured and sold• Joint venture with Marcopolo, Brazil• TATA motors and Fiat group announce 3rd trade agreement• TATA motors unveils people’s car TATA NANO prized at $ 2000• Purchase of Jaguar and Land Rover from Ford, USA• Assistance to Ferrari

Global presence of TATA motors