Mindrover Business School Competition Case Study

Prepared by Tata Motors team. Not to be copied or circulated in any format without prior permission from the company representative.
The information contained in this case study is to be used only for the intended use of Mindrover case study competition.

Background
In 1998, Indias first indigenously developed off-road SUV was born. Meant for
owners who are destined to conquer every territory and make their own road,
this was THE vehicle in every explorers bucket-list. Truly iconic, thanks to its
international design, Tata Safari won many hearts and awards!
Cut to 2015, despite healthy brand awareness, there is a considerable drop in
intention to purchase (ITP) and brand preference, resulting in a drop in market share.
The key business objective is to restore the iconic status of Safari and make it the
SUV of Choice for SUV intenders. One of the key pillars to achieve this objective is
Building Pride of Ownership amongst Tata Safari owners.

TG & Brand Positioning:

Demographics: Males belonging to the SEC A/B segment in the age group of 25-40
years who intend to buy a SUV in the price range of Rs.9 lakhs Rs.16 lakhs
Psychographics: A Free Spirited individual who lives life on his own terms, and is
driven by the spirit of adventure the fearlessness of going where few dare.
Brand Character: Adventurous, Rugged, Iconic.
Mantra: The Real SUV

Business situation
Tata Motors has recently launched the Safari Owners United League (S.O.U.L.), which
aims to bring Safari owners across the country together!
Safari has always had very passionate owners. Every Safari owner has a special bond
with his/her Safari and there have been multiple cases of re-purchases. The company
required a strong platform to reconnect Safaris brand and lifestyle with its most
faithful customers. Hence, the need for an ongoing owner engagement program
which instills pride of ownership and builds a strong connect with owners to become
true Brand advocates/evangelists.
S.O.U.L. Objective: To build a self-sustaining community of Safari owners where
they can connect with and meet like-minded Safari owners, have animated
discussions, share their travel stories, experiences, learning, product info and above
all their collective passion for the brand Safari!
How: Through official digital platforms (S.O.U.L. website, S.O.U.L. Facebook closed
group community) and on ground events and activations
How can S.O.U.L. help Tata Motors?
Communication content: The curated experiences crafted for the owners will
translate as communication content showcasing the aspirational lifestyle of Safari
owners to intenders
Brand evangelism: Word-of-Mouth communication through Safari owners
Increase repeat sales: Upgrade existing users to the latest model
Increase new sales: Referral program for lead sourcing, inviting intenders to
select events and using SOUL as a conversion tool
Generate downstream revenues: Sale of accessories and merchandise
Improve stickiness to Company Service Centers
The S.O.U.L. programs on-ground events and owner meet-ups started in Nov 2014
and the momentum is starting to build now with positive word-of-mouth from
owners.

Discussion questions
1. Prepare a promotion and marketing plan for the S.O.U.L. community for intenders
and owners (Please note that currently the primary promotional tool for Safari is
TV, Print and Digital. Moving forward, with successful execution of S.O.U.L., the
primary promotional tool for Safari should be the S.O.U.L. events and activities)
2. Suggest a plan for organic growth of the community. Do include a working
committee structure for owners (Eg, The Country can be divided into city-wise
chapters that provide a structured way for owners to meet, swap stories, and
schedule drives with other owners)
3. Prepare a referral program for S.O.U.L. and indicate how new/repeat sales can be
driven by this initiative
4. Prepare an annual event and activations calendar for S.O.U.L. (Events can be
conducted monthly at a city level, quarterly/half yearly at a regional level and
annually at a country level)
5. Craft an exciting accessories and merchandise plan for S.O.U.L. community.
Note:
Please refer to our comprehensive FAQs in the MindRover website for all guidelines.