BCBEMSection A; Group-1

Team Initiators

Alister DsouzaBrij Mohan TanejaPratibha GuptaSiddharth Dhamija

14%3%3%

80%

Domestic Market Share 2013-14

Passenger vehicle Commercial vehicle

three-wheelers two-wheelers

Seventh-largest producer in the world with an average annual production of 17.5 Million vehicles.

4th largest automotive market by volume, by 2015.

4 large auto manufacturing hubs across the country

6 Million-plus vehicles to be sold annually, by 2020

7% of the country’s GDP by volume.

0% 10% 20% 30% 40% 50% 60%

SUV

MUV

Sedan

Hatch

Body Style Distribution

IndustryTrends & Analysis

Hatchbacks

• Indica eV2

• Vista Sedan class

• Nano

Sedans & crossovers

• Indigo XL

• Indigo Manza

• Zest

• Bolt

Utility Vehicles and pickups

• Sumo Gold

• Safari Storme

• Grand

Product Category- Passenger Vehicles

About the Brand

Brand with moral values, committed towards its customers

Sub-branding strategy so very different in looks and identity

Always been known for its ethics and values

Among world’s most valuable brands

Very large fan base and known in every Indian home

Thought as people’s product

Brand Elements

BRAND AwarenessBrand Identity

Memorable and

Meaningful

-No Connotation, based on the name

of the founder

Likeability

-Simple one with just two syllabus

Protectable

-Under the trademark of TATA

Transferable

-Across diverse fields

Visually appealing

-Logo has just a T engraved in the

background

Competitor Analysis

Factor/ Car ( Type SUV)

Renault Duster Mahindra Scorpio

Tata Safari Storme

Engine Performance

1461 cc 2179 cc 2179 cc

Pricing 11.9 lac 10.8 lac 10.4 lac

Mileage 19.6 kmpl 15.4 kmpl 14.1 kmpl

Factor/ Car ( Type Sedan)

Honda Amaze Maruti Suzuki Swift Dzire

Tata Zest

Engine Performance

1498 cc 1248 cc 1248 cc

Pricing 7.4 lac 7.2 lac 7.6 lac

Mileage 25.8 kmpl 26.5 kmpl 23 kmpl

Competitor Analysis

Factor/ Car ( Type Hatchback)

Maruti Alto 800 Tata Nano

Engine Performance 796 cc 624 cc

Pricing 2.7 lac 2.5 lac

Mileage 17 kmpl 20.4 kmpl

Competitor Analysis

Brand Positioning• GenX• Affordable Pricing• Compact, Front body resembles a

face with a smile• Technological Advanced - Easy

Access, No Gear Change• Infinitude design with lot of

colourful options

For the Happy, New generation that needs Affordable, Hassle-free riding along with extreme Comfort and Peppy design

• Power, Performance, Mileage• Sporty Hatchback with Stylish

design• Aerodynamically designed - Strong,

Sturdy, Unique, Aggressive

For the energetic, technologically advanced and contemporary metrosexual who is highly connected and updated with their lifestyle

• Unmatched luxury, Futuristic –Next realm of design

• Unique, Expressive features• Stand out of the crowd – Sleek,

Urbane • Adrenaline rush, powerful options

For the Ultra-Stylish Urban crowd that seeks Power and demands Premium stature to be Unique and stand out of the clutter

• Real SUV, Muscle Engine• Conquer the Terrain• Contemporary Styling• Spacious, Flexible options –

Legroom, Speakers, Seating

For the Adventurous men who need a Sporty, Tough, Adrenaline-filled yet Comfortable ride

AFFORDABLE COMFORT STYLISH CONTEMPORARY TECHNOLOGICALLY AHEAD

Pricing

2 3 4 5 6 7 8 9 10 11 12 13 14LOW MID PREMIUM

All Prices in INR LakhsPrices from Cardekho.com

Target Market for TATA Motors

Category Tagline/ Slogan USP Target Group Positioning

Hatchback Khushiyon kiChabi

Most affordable car in the Indian automobile market

Families/Individuals belonging to middle class segment

Cheapest and most affordable car

Sedan Zest up your life Benchmark setter in the segment with advanced safety and next-gen technologies

Young working professionals in urban areas

Dependable, price-efficient sedan with high-tech features for tech savvy young people

SUV Make your own road; Reclaim your life

A SUV having good off-roading capabilities and spacious interiors

Families belonging to upper middle class segment

Positioned as a capable off-roading SUV providing spacious interiors and powerful engine performance

Promotional Campaigns

Above The Line

Below The Line

Through The Line

1. ABOVE THE LINE

TVC

OOH

PRINT

2. BELOW THE LINE

Events/Mall Activations

Auto Expo’s/Product Launches

3. Through the line

Website/PortalsSocial Media Channels –

FB/Twitter etc.

Tata Zest: Key in the Newspaper

Buzz Marketing

High impact

Drive traffic and

footfall

Excitement with

readers

Create Engagement

Physical prop for

promotion

Primary ResearchNumber of Respondents

Age Group Respondent Location

42 18-30 yrs Delhi/NCR

57%21%

8% 14%

Percentage

Trust

Affordability

Designing

After SalesService

What is the first thing that comes to your mind when you hear Tata Motors ?

74%

12%

2%7%

5%

Percentage

Maruti Suzuki

Hyundai

Toyota

Honda

Tata

Which car brand do you own?

Survey ResultsWhich car brand do you own? Reason of purchase? Satisfaction level ?

Swift Dzire- High performance; better mileage; low maintenance; sporty look; very much satisfied

Maruti A –Star: Better after sales service, Strong and reliable

Alto K10- Price and service reliability; best hatchback under 4 lakh category; satisfied

Renault Duster- Looks and semi SUV price; satisfied

Hyundai i10 & i20- Looks, interiors, better engine and affordable (value for money); completely satisfied

Honda City- sports car look; satisfied

Maruti SX4- Bigger tyres and better suspension, Looks, Brand Name

Santro & Wagon R- Price

Mahindra Fortuner & Scorpio- Size, Build, Safety, Brand Name; Fully Satisfied

CSR Activities

HEALTH

• Aarogya

• Health Check-up Camps

• Free Cataract Operation

• Maternal and Child Health

• Malnutrition Treatment Center

• Construction of Low Cost Toilets

• Drinking Water Solutions – 200 villages

EDUCATION

• Vidyadhanam

• Infrastructural Support

• Scholarships

• Personality Development Programs

• Extra-curricular talent shows

• Sports

• Personal Grooming

• Computer Knowledge

EMPLOYABILITY

• Kaushalya

• Sewing and Embroidery

• Candle Making

• Handicraft Making

• Shivankala

• Bee Keeping

• Vividh KaryakariSociety

• Grihini Social Welfare Society

• Electronics

ENVIRONMENT

• Vasundhara

• Increasing Green Cover

• Awareness Campaigns

• Microlift Irrigation Schemes

• Farm Ponds

• Car Take Back Network

• ELV Treatment and Recycling

Brand Related Stories

THANK YOU