Brand Promotion & Strategy of

TATA MOTORS in Ten Years

SUBMITTED TOPROF. SHALINI SRIVASTAVA

SUBMITTED BY –

History
Type
Founded
Founder(s)
Headquarters
Key people
Products
Services
Revenue

Public BSE: 500570
(NYSE:TTM
1945
JRD Tata
Mumbai, India
Ratan Tata, Chairman
Automobiles
Engines
Financial Services
▲ INR Rs. 74,151 Crores (2009)
(USD $15.5 Billion)

Net income

▼ INR Rs. 2,505 Crores (2009)
(USD $544.1 Million)

Parent
Subsidiaries

Tata Group
Jaguar
Land Rover
TDCV
Hispano Carrocera

Tata Motors is a part of the Tata Group manages its shareholding through Tata Sons. The company was established in
1945 as a locomotive manufacturing unit and later expanded
its operations to commercial vehicle sector in 1954 after
forming a joint venture with Daimler-Benz AG of Germany.
Despite the success of its commercial vehicles, Tata
realized his company had to diversify and he began to look
at other products. Based on consumer demand, he decided
that building a small car would be the most practical new
venture. So in 1998 it launched Tata Indica, India's first
fully indigenous passenger car.Designed to be inexpensive
and simple to build and maintain, the Indica became an
instant hit in the Indian market. It was also exported to
Europe namely the UK and Italy. Since then it has never
looked back. In 2004 it acquired Tata Daewoo Commercial
Vehicle and in late 2005 it acquired 21% Aragonese Hispano
Carrocera giving it controlling rights of the company. It
has formed a Joint Venture with Marcopolo of Brazil and
introduced low-floor buses in the Indian Market. Recently
it had acquired British Jaguar Land Rover (JLR) business,
which also includes Daimler and Lanchester brand names.

Brief History
Ø1945:-Tata Engineering and Locomotive Co. Ltd. was established to manufacture
Ølocomotives and other engineering products.
Ø

Ø1959 :- Research and Development Centre set up at Jamshedpur.
Ø
Ø1985 :- First hydraulic excavator produced with Hitachi collaboration.
Ø
Ø1994 :- 1.Launch of Tata Sumo - the multi utility vehicle.
Ø
Ø2001 :- 1. Indica V2 launched - 2nd generation Indica.
Ø
Ø2002 :- 1.Unveiling of the Tata Sedan at Auto Expo 2002.
Ø
Ø2003 :- 1. Launch of the Tata Safari Limited Edition.
Ø
Ø2004 :- 1.Tata Motors unveils new product range at Auto Expo '04.
Ø
Ø
Ø

Some products of Tata
Motors

Tata Indica

Tata MarcoPolo

Hispano Divo

Tata Nano

Tata OneCAT

Land Rover

Safari

DiCOR

Jaguar

Marketing strategies of Tata motors
Product , Branding , and Advertising

ØAdvertising is one of the most common ways to make car
buyer or car enthusiast aware of the new car with special
promotion price.
ØUse of some famous stars as their spokesman.

Innovations , and quality control .
ØTata Motors provide many innovative features to attract car lover. One of
these innovations is the Tata Safari 4X4 Dicor that has “Reverse Guide
System”. A weather-proof camera is fixed to the rear car to help the driver
while reversing the car.

Pricing Strategy
Place
ØPlace of dealership does play an
important role.

ØThe distribution of vehicle must be in a very systematic
way, from the plant to dealership and to end user.

Maintenance and Support
Øuser will not want to spend a lot of time to
travel to a far place just to service the car.
ØParts and accessories must also easy to access
when it is
needed to keep the customer
satisfy .

Pricing Strategy

ØPrice can’t be too low or too high with the prices
of same vehicle from competitors, it has to be at par.
ØGiving discount every month and special promotion for
certain type of vehicle also one of the strong strategy
use by Tata Motors.

Promotion mix of TATA Motors
(1) Advertising
ØAny paid form of non-personal communication of ideas or
products in the "prime media": i.e. television, newspapers,
magazines, billboard posters, radio, cinema etc.
ØThe two basic aspects of advertising are the message (what you
want your communication to say) and the medium (how you get
your message across).

(2) Personal Selling
ØOral communication with potential buyers of a product
with the intention of making a sale.
ØThe personal selling may focus initially on developing
a relationship with the potential buyer.

(3) Sales Promotion
ØProviding incentives to customers or to the distribution channel to
stimulate demand for a product.

(4) Publicity

ØThe communication of a product, brand or business by placing
information about it in the media without paying for the time or
media space directly. otherwise known as "public relations" or PR.

PLC Product Life Cycle
Tata Indica:

Introduction:
ØTata Motors recently launched the new generation Indica Vista. The best
selling car from Tata Motors has become even better with a new look and a
new positioning.

ØTata Indica was launched in 1998 and has sold more than 9 lakh cars so
far. It is the second largest selling car trailing Maruti Alto. Indica is a classic
example of managing product life cycle efficiently.

Growth:
ØFrom a shaky start, Indica has come a long way. Written off by
many skeptics as Ratan Tata's unachievable dream, Indica has
proved skeptics wrong by selling huge numbers.
ØThe new launch is yet again another proof of the company's resilience.

Maturity:
ØIndica Vista is Tata's entry into the luxury hatchback
segment.
ØIndica Vista replaces seven variants of the original Indica V2.
Over the last few months, the sales of Indica was showing a
decline.

Decline:
ØThe new Indica Vista comes in the price range of Rs 3.50 - 4.50
lakh price range.
ØThe new Indica Vista is more curvy and looks pretty cool .
But not as sexy as its competitors like Swift or Getz.

Thanks
you

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