8/12/2019 Les Miserables- IMI,New Delhi

1/16

Team : Les Miserables

Avishek Agarwal, Mahesh Devrani, Vinay ChandakIMI,New Delhi

Tata Motors Case Study Competition

8/12/2019 Les Miserables- IMI,New Delhi

2/16

Agenda

Crafting a compelling Brand Architecture for

Passenger Vehicles at Tata Motors

Brand Image

Passenger

Business

Co

nsumerNeeds

AspectDimension

Rebranding

360Consumer

Experience

Appraisal

Outrageand

DelightModel

Brand Architecture

Compara

tive

Analysis

Br

andHierarchy

Pro

foundStructure

Implementation

R

etailDesign

A

dvertising

VisualIdentity

Roadmap

3 Year

Plan

Timeline

Recom

mendation

Visiontobe

Achieved

Our Approach

8/12/2019 Les Miserables- IMI,New Delhi

3/16

Overview of the Passenger Business

Identifying the User of Cars in India ( Includes Both The Urban ,Sub Urban and Rural

Travellers )

The Opportunist

Generally High EndConsumers who preferLuxury and Qualityand wants to show

their status in form ofcar

Price noConsideration, wants amore appealing anddifferent and stylishcar

Comfort Seeker

Generally Higher toMiddle Class Consumers

Wants quality and is readyto pay a price but is also

sensitive to higher pricesand avoids spending itluxuriously

Wants an appealing carwith a better price deal

Value Seeker

Middle class people

Wants Comfort andQuality But at acompetitive price.

Car a necessity need Wants a poplar car which

is tested and have higheropinions and acceptanceamong others

Ends Seeker

Middle Lower ClassConsumers where Car isused as a need fulfillmenttool

It Values cheapest andeconomical travelling

Would sacrifice on thequality and comfort for abetter Price

Transitionary Phase

How Brand TM( Tata Motors ) is shaped by above four consumer groups)

Groups Percentage TM Offerings TM Focus Areas Should Be

The Opportunist (TO) 10 Land Rover , Jaguar Moderate

Comfort Seeker (CS) 40 Manza ,Aria,Safari Storme High

Value Seeker (VS) 30 Vista,Indigo CS ,Xenon, Safari Very High

Ends Seeker (ES) 20 Nano, Indica ,Venture,Sumo Gold Moderate

Refer Appendix 1

8/12/2019 Les Miserables- IMI,New Delhi

4/16

Consumer Needs and Aspect Dimensions

Building the Customer value Hierarchy : There are four levels of needs that Consumer has

Safety

Cost

Features

Looks

Brands

It is an important aspect especially for A1,A2& A3 segment

Car is still considered luxury and brand a status symbol

New tech-savvy world desires advanced technology features

Looks of car now defines our personality too and with more optionsconsumers are choosy

Safety is a growing concern for family vehicles

Rough Sturdiness is an attraction especially for SUV sector

AspectDimensio

ns

Basic

Fuel Efficiency

Durability

Basic Car features

Sales and ServiceAdvisory

Expected

Comfort & Spacious

Interiors ,Seat Cover etc

Test Drive and Hands onExperience

Desired

Price

After Sales Service

Discount

Loan and FinanceOptions

Unanticipated

Gadgets Such as AudiSystem

Upholstery and Addedwarranty

Customized Options

Refer Appendix 3

8/12/2019 Les Miserables- IMI,New Delhi

5/16

8/12/2019 Les Miserables- IMI,New Delhi

6/16

Negating

Consumer Outrage and Increasing Delight

Basic &

expected

factors

Discriminatory factorConsumer Outrage: These are qualifiers or

basic factors which when not met consumersget extremely unsatisfied

Consumer Delight :These are like bonuses fora consumer. A small presence will give him

delight and can be order buyer

Basic requirement meeting is a strength of Tata, but a perception seems to held that it needs to

build on discriminatory factors such as different and revolutionary exterior and luxurious interioralon with advanced features and ad ets

Modernization and urbanization has led to cultural shift where looks are highly emphasized. Tata

needs to cash this opportunity.

BasicFactors

Interiors

Style &Looks

TruckMfg..

ResaleValue

Durability

BasicFactors

Luxurious

Trendy

CarMfg..

HigherReturns

DurableChange

Process

Refer Appendix 4

8/12/2019 Les Miserables- IMI,New Delhi

7/16

360 Consumer Experience Appraisal

Healthy & Active CRM*

Availability of spares

Incentivise people to use an authorized

centre by giving rewards

Focus on resale value

Membership offers

After Sales

Associate with style and status

Focus on cool & ad-reline raising

More Visuality

Design games & mobile applications

Advertisement

More visuals in malls

Interactive publicity like live games

Display through movies

Trendy billboard

Other Displays

Promote/ organize more youth orientedraces

Sponsor youth oriented/ lifestyle shows

Sponsoring of corporate events so as to

target upper- class earning employees

Events & Races

Brand Ambassador(BA): Youth Role ModelAt individual level we have to identify B.A who can suit

each car also maintaining the overall image associated

with the car . The Tata Motors as a whole can associate

with an identity to make brand recall easier

*CRM: customer relationship management

8/12/2019 Les Miserables- IMI,New Delhi

8/16

Building the Brand ArchitectureHatchbacks Sedans Crossover Utility Vehicles Sports Utility

Vehicles

Core

Target

Affordable

Compact car

for family

users

For Power

Performance

and Style

Seeking

Consumer

For style,

performance &

Strength Image

seeking

Consumers

For Consumers

needing Higher

Performance

with Standard

Features and

Ruggedness

For

Consumers

who want to

convey an

adventurer,

sporty and

macho image

Benefits Low Cost ofOwnership ,

Family Car ,

Spacious and

Fuel

Economy.

Refreshing

looks, smooth

sailing driving

experience,

performance

and value formoney

High power and

performance,

better suspension

, spacious , well

designed exteriors

and interiors

Comfort

Embedded with

Power and

New Style and

a smooth

drivingexperience.

Studded with

all Comfort

Features and

high power

thereby a

Premium SUV.

8/12/2019 Les Miserables- IMI,New Delhi

9/16

Building the Brand Architecture

Hatchbacks Sedans Crossover Utility

Vehicles

Sports Utility

Vehicles

Role in

Portfolio

Endorser

Brand

Flanker Brand Strategic Brand Cash Cow Head on

Challenger

Model

Segment

Economy

Hatchback

Premium

Sedan

Premium, Stylish,

SUV

Economy, SUV Sporty,

Stylish, SUV

Brand

Identity

Designed For

You

Simply a Class

Apart

Performance

Redefined in

Style

Make your

own Road

Unveil the

Power

Refer Annexure 2- TM Brand Structure

8/12/2019 Les Miserables- IMI,New Delhi

10/16

Tools and their Implementation Strategy

PROMOTION

VISUAL IDENTITY

More stylish logo so as to integrate style & thrill

A glamorous brand ambassador with whom target segment can

signify itself with. Focus on trendy exteriors so as give it a feel of sedan

ADVERTISING

Target exclusive malls for tapping upper-class to target A4,A5&A6

consumer Hold more/ exclusive auto fares to display TMs new trend vehicles

Hold quizzes through TV & online media

Have mobile publicity in places like Chandigarh ,Delhi, Mumbai so

as to increase visibility

RETAIL DESIGN

Modernize the showrooms

Introduce hi-tech gadgets such as Leds and touch screen for

consumers to help themselves

High emphasis on employee friendliness & smoothening ofconsumers showroom experience

Online advertisement via social networking sites

Advertisement in TV Serials , Cricket Matches thereby Attracting

Youngsters and Women . Adds in national newspaper focusing on TM features & connecting to

consumers touch points such as thrill & style

8/12/2019 Les Miserables- IMI,New Delhi

11/16

3-year Roadmap

2016

-Strategizingthe new Brand

Image-identify Key

Areas

-Implement the new plannation wide

-Each Strategic Point to beCovered

-Create Brand Awareness

-the short term results couldbe seen in brand recall and

added identification with thebrand

-High sales Volume-Improved CSI and SSI index

-More Believe in the TATAbrand

-Revamp the

Communication

Strategy

-Brand Ambassadors

region Wise

-Promotion unveilingbefore the Consumers

-Focus on Customerrelationship and

Customer Involvement

-Focus on the Brand

Communication and how

Tata Motors haveChanged

-The public will respond to the

increase vigor ,freshness and the

New Tata Motors

-Making long term relationship by

providing them higher resale value

and also strengthen ties beyond thesell

8/12/2019 Les Miserables- IMI,New Delhi

12/16

Appendix 1

TheOpport

unist

10%

Comfor

t

Seekers

30%Value

Seekers40%

Ends

Seekers

20%

Tata Motors Passenger Group TataMotors

Maruti

Suzuki

Honda Hyunda

i

Toyota

The

Oppor

tunist

Land

Rover ,

Jaguar

Kizashi,

Grand

Vitara

Civic

,Accord

CRV

Elatra,S

onata,S

anta Fe

Camry

,Prius,LC

Prado

,Land

Cruiser

Comfort

Seeke

r

Manza,Aria,Sa

fari

Storme

Ritz,,SX4,De

sire

Ertiga

Jazz,City I20,Verna Innova,altis

,Fortun

er

Value

Seeke

r

Vista,In

digo CS

,Xenon,Safari

Alto

K10,Estil

o,Wagon,Astar,S

wift

Brio Santro

Xing ,

i10 ,Accent

Etios

Liva

,Etios

Ends

Seeke

r

Nano,

Indica

,Ventur

e,SumoGold

Maruti

800,Alt

o,Omni,

Gypsy,Eeco

Eon

Passenger Sector Wise Different

Company Offerings

8/12/2019 Les Miserables- IMI,New Delhi

13/16

Appendix 2

Tata MotorsChanging the way

India Drive

HatchbacksDesigned for

You

Nano

Vista

SedansSimply a Class

Apart

Manza

Indigo CS

CrossoversPerformance

Redefined in Style

Aria

Utility VehiclesMake Your Own

Road

Sumo

Gold

Venture

SportsUtility

Vehicles(SUV)Unveil the

Power

SafariStorme Grande

Mkii

8/12/2019 Les Miserables- IMI,New Delhi

14/16

Appendix 3

Service Initiation

Service Quality

Vehicle Pick Upand Drop Facility

Service Facility

Service Advisor

Factors on Which CustomerSatisfaction Index ( CSI ) Depends

Upon

DeliveryProcess

DeliveryTiming

Sales Person

SalesInitiation

DealerFacility

Paperwork

Deal

Factors on Which Sales Satisfaction

index ( SSI ) Depends Upon

8/12/2019 Les Miserables- IMI,New Delhi

15/16

Appendix 4

8/12/2019 Les Miserables- IMI,New Delhi

16/16

References

Thank You

www.tatamotors.com

https://wikipedia/tatamotors

http://autos.jdpower.com/content/press-release/SDMUl2O/2012-india-sales-satisfaction-index-ssi-study.htm

http://www.marketingprofs.com/articles/2012/9758/seven-lessons-rebranding-learned-a-

road-map-from-a-newly-merged-company

http://www.facebook.com/l.php?u=http%3A%2F%2Fpremium.docstoc.com%2Fvideo%2F102

008387%2FBrand-architecture-Phases-of-Strategic-Brand-Development&h=rAQHy02TT

http://www.managementparadise.com/knt.nallasamygounder/documents/4859/brand-architecture-of-hyundai-motors/

Marketing for Dummies

ICRA report on the automobile Sector in India

http://bilaras.hubpages.com/hub/DEVELOPING-YOUR-ADVERTISING-PLAN

http://www.mycarhelpline.com/index.php?option=com_latestnews&view=detail&n_id=235

&Itemid=10

http://www.gaadi.com/popular-MUV-segment-cars-in-india

http://indianautosblog.com/wp-content/uploads/2011/04/Indian_SUV_Comparo.jpg

http://www.tatamotors.com/http://www.tatamotors.com/https://wikipedia/tatamotorshttps://wikipedia/tatamotorshttp://autos.jdpower.com/content/press-release/SDMUl2O/2012-india-sales-satisfaction-index-ssi-study.htmhttp://autos.jdpower.com/content/press-release/SDMUl2O/2012-india-sales-satisfaction-index-ssi-study.htmhttp://autos.jdpower.com/content/press-release/SDMUl2O/2012-india-sales-satisfaction-index-ssi-study.htmhttp://autos.jdpower.com/content/press-release/SDMUl2O/2012-india-sales-satisfaction-index-ssi-study.htmhttp://www.marketingprofs.com/articles/2012/9758/seven-lessons-rebranding-learned-a-road-map-from-a-newly-merged-companyhttp://www.marketingprofs.com/articles/2012/9758/seven-lessons-rebranding-learned-a-road-map-from-a-newly-merged-companyhttp://www.marketingprofs.com/articles/2012/9758/seven-lessons-rebranding-learned-a-road-map-from-a-newly-merged-companyhttp://www.marketingprofs.com/articles/2012/9758/seven-lessons-rebranding-learned-a-road-map-from-a-newly-merged-companyhttp://www.facebook.com/l.php?u=http://premium.docstoc.com/video/102008387/Brand-architecture-Phases-of-Strategic-Brand-Development&h=rAQHy02TThttp://www.facebook.com/l.php?u=http://premium.docstoc.com/video/102008387/Brand-architecture-Phases-of-Strategic-Brand-Development&h=rAQHy02TThttp://www.facebook.com/l.php?u=http://premium.docstoc.com/video/102008387/Brand-architecture-Phases-of-Strategic-Brand-Development&h=rAQHy02TThttp://www.facebook.com/l.php?u=http://premium.docstoc.com/video/102008387/Brand-architecture-Phases-of-Strategic-Brand-Development&h=rAQHy02TThttp://www.managementparadise.com/knt.nallasamygounder/documents/4859/brand-architecture-of-hyundai-motors/http://www.managementparadise.com/knt.nallasamygounder/documents/4859/brand-architecture-of-hyundai-motors/http://www.managementparadise.com/knt.nallasamygounder/documents/4859/brand-architecture-of-hyundai-motors/http://bilaras.hubpages.com/hub/DEVELOPING-YOUR-ADVERTISING-PLANhttp://bilaras.hubpages.com/hub/DEVELOPING-YOUR-ADVERTISING-PLANhttp://www.mycarhelpline.com/index.php?option=com_latestnews&view=detail&n_id=235&Itemid=10http://www.mycarhelpline.com/index.php?option=com_latestnews&view=detail&n_id=235&Itemid=10http://www.mycarhelpline.com/index.php?option=com_latestnews&view=detail&n_id=235&Itemid=10http://www.gaadi.com/popular-MUV-segment-cars-in-indiahttp://www.gaadi.com/popular-MUV-segment-cars-in-indiahttp://indianautosblog.com/wp-content/uploads/2011/04/Indian_SUV_Comparo.jpghttp://indianautosblog.com/wp-content/uploads/2011/04/Indian_SUV_Comparo.jpghttp://indianautosblog.com/wp-content/uploads/2011/04/Indian_SUV_Comparo.jpghttp://www.gaadi.com/popular-MUV-segment-cars-in-indiahttp://www.mycarhelpline.com/index.php?option=com_latestnews&view=detail&n_id=235&Itemid=10http://bilaras.hubpages.com/hub/DEVELOPING-YOUR-ADVERTISING-PLANhttp://www.managementparadise.com/knt.nallasamygounder/documents/4859/brand-architecture-of-hyundai-motors/http://www.facebook.com/l.php?u=http://premium.docstoc.com/video/102008387/Brand-architecture-Phases-of-Strategic-Brand-Development&h=rAQHy02TThttp://www.marketingprofs.com/articles/2012/9758/seven-lessons-rebranding-learned-a-road-map-from-a-newly-merged-companyhttp://autos.jdpower.com/content/press-release/SDMUl2O/2012-india-sales-satisfaction-index-ssi-study.htmhttps://wikipedia/tatamotorshttp://www.tatamotors.com/