Segmentation

Behavioural

Reduction in Information bias in automobile

People look for economical values in automobile

Psychographic

Lifestyle

social status

fun loving

Demographic

aging between 30 and 45

average annual income of above 20 lakhs

employed in tier1 and tier2 cities

attracts men

Targeting
30-35 with an active lifestyle

having to travel within the city comfortably

have long drives with the family

People looking for reliable, comfortable, stylish and technologically advanced machine

Positioning

Frame of reference

include Toyoto, Innova , XUV 500, Honda BR-V

Differentiation

Brand mantra of TATA HEXA is “Do Whatever It Takes”

. TATA HEXA having one of the highest seating capacities in the category

TATA HEXA has highest torque of 400Nm

TATA HEXA also leads in overall length and width of the body in the segment