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Mindrover Case Study
Mindrover Case Study
WINGER DICOR
To address this large segment, TATA Motors has recently launched its all new
DICOR model. The new Winger is Ideal to be driven in Hospitality & Tours & travels
applications & comes in 3 variants- Luxury (9 reclining Push-back seats), Deluxe
flat roof variant (12&13 Hi-back seats) & Deluxe Hi- roof variant (13 Hi- back seats)
to cater to customers needs in a more personalized manner.
The all new WINGER DICOR comes with the following best-in-class features:
DICOR engine with 100 Hp Power & 190 Nm Torque with flat torque curves
which ensures better mileage and acceleration with minimum gear shift.
McPherson strut suspension and hydraulic clutch provide smooth ride for
passenger and reduced driver effort respectively.
Monocoque body providing total safety and car ride like quality.
Compliant with Govt. stipulated Bus body code and comes fitted with first aid
kit as well as fire extinguishers.
Unmatched warranty of 3year/ 3lakh kilometer, whichever is earlier.
The High Roof variant has an internal height of 6.23 Ft for easy movement of
passengers inside the vehicle.
Travel and tourism is the largest service industry in India. This industry provides
heritage, cultural, medical, business and sports tourism. It is expected that the
tourism sectors contribution to the countrys gross domestic product (GDP) will
grow at the rate of 7.8 per cent yearly in the period 20132023. The Indian tourism
sector has been flourishing in recent years due to the improved connectivity to
and from the country. Also, a better lodging facility at the tourist destinations has
been a factor which has contributed to increase Foreign Tourist Arrivals (FTA).
Accessibility has been a very important factor affecting the growth and rise of
many individual resorts and tourist areas. Having decided to visit a place, a tourist
must be in a position to use appropriate, comfortable, fast, frequent safe and
reliable transport facility to and from the place.
States
Andhra Pradesh
Assam
Bihar
Bodhgaya-Rajgir-Nalanda Circuit
Chhattisgarh
Delhi
Goa
Churches of Goa
Gujarat
Haryana
Panipat-Kurukshetra-Pinjore
Himachal Pradesh
10
11
12
Karnataka
Hampi
13
Kerala
Muziris Heritage
Circuit connecting historically
and archaeologically important places of Kodungalloor
14
Madhya Pradesh
15
Maharashtra
16
Manipur
INA Memorial
17
Orissa
Bhubaneswar- Puri-Chilka
18
Punjab
Amritsar
19
Rajasthan
20
Sikkim
Gangtok
21
Tamil Nadu
Mahabalipuram,
Pilgrimage
Heritage, MaduraiRameshwaram-Kanyakumari, Thanjavaur
22
Uttarakhand
Haridwar-Rishikesh-Muni-Ki-Reti Circuit
Medical Tourism: India is one of the most lucrative medical tourism markets in
the world. The sector is witnessing remarkable growth on the back of Government
support through policies and initiatives, low cost, less waiting time and healthcare
infrastructure.
Adventure Tourism: Adventure travel involves exploration or travel to remote,
exotic areas. Adventure tourism is rapidly growing in popularity as a tourist seeks
different kinds of vacations.
Rural Tourism: Aims to showcase art, rural life, and culture and heritage to the
tourists at various rural locations and villages. The Ministry intends to help the
local community economically and socially, together with facilitating interaction
between the local population and tourists, through this scheme.
Sustainable Tourism/Eco Tourism: Sustainable Tourism growth is in the process
of evolving the Sustainable Tourism Criteria for India. In recent years tourism
industry in India has registered a considerable growth.
Wellness Tourism: Wellness tourism is about travelling for the primary purpose of
achieving, promoting, or maintaining maximum health and a sense of well-being.
Health Tourism holds immense potential for India. The Indian systems of medicine
that is Ayurveda, Yoga, Panchakarma, Rejuvenation Therapy etc. are among the
most ancient systems of medical treatment in the world.
Task at Hand
Leveraging WINGER in the growing T&T segment
Develop an integrated marketing plan for the Tata Winger DICOR to address
the Tours & Travels segment in the country.
Pick up a state or a region and conduct a thorough STP analysis with respect
to WINGER, based on the tourist profile visiting that region? What are the
present modes used in the region and what are the constraints for the usage
of WINGER in the region?
What should be the overall positioning of the brand and its communication
strategy?
What are the synergy opportunities with different sub-segments of the Tourism
Industry like Hotels and restaurants, tour and travel operators and individual
drivers providing tourist transportation facility?
Explore the integration of WINGER in the value chain of above mentioned forms
of tourism. In continuation of the above lines, explore the relation between
brand of the vehicle (TATA) and how it affects the consumer perception about
the product line (WINGER)?