Product Overview .............................................................................................................

3
About Tata Neu – The Super App from Tata Digital...........................................................3
Reasons for Failure ...........................................................................................................4
Design Thinking ................................................................................................................5
Go To Market strategy ......................................................................................................6
Value Matrix...................................................................................................................10
Rebranding .....................................................................................................................11
Repositioning .................................................................................................................12
Repricing ........................................................................................................................13
Product Enhancements ...................................................................................................13
Conclusion ......................................................................................................................14
 Product Overview
About Tata Neu – The Super App from Tata Digital
One of the biggest and most prominent businesses in India, the Tata Group, is the developer of
the versatile super application Tata Neu. Tata Neu, which debuted in April 2022, is hailed as
India's first super app. It is a complete platform that combines a variety of services and
offerings into a unified, seamless user experience.

A "super app" is a mobile application that offers users a wide range of features and services
outside of its main purpose; these features and services usually include e-commerce, payments,
messaging, entertainment, transportation, and more. Super applications provide ease,
efficiency, and a flawless digital experience by combining several services into a single
platform, with the goal of simplifying users' daily life.
Services:

• Shopping: Groceries (BigBasket), electronics (Croma), fashion (Westside, Tata CLiQ),

beauty (Starstruck), and more.
• Travel: Flight booking (AirAsia India), hotel booking (Taj, IHCL), and cab booking
(Tata Play).
• Finance: Bill payments, UPI payments, personal loans, insurance, and investments.
• Entertainment: Video streaming (Tata Play), news (NewsPanda), and music streaming
(Tata Neu Music).
• Others: Food delivery (Qmin), health & fitness (1mg), and e-pharmacy (1mg).
Benefits:

• Gain rewards: With each purchase, we can accrue NeuCoins that can be exchanged
for savings or future purchases.
• Exclusive benefits: We receive early access to sales, discounts, and exclusive offers.
• Smooth experience: We are able to handle all of your transactions and services from
one location.
• Numerous options: We have access to a huge assortment of goods and services from
reputable Tata brands.
 Reasons for Failure

Tata Neu's late entry into the market was hampered by the fact that major industries like ride-
hailing, food delivery, and e-commerce were already controlled by well-established players.
There wasn't much of an incentive for consumers to switch platforms because the app only
offered a small number of services that were already available on other platforms.
Poor User Experience - Customers were unhappy as a result of technical issues and a poor user
experience, which led to unfavourable reviews and low uptake.
Lack of Marketing - Tata Neu's expansion was further impeded by its inability to stand out to
potential clients due to inadequate marketing and advertising efforts.
Underwhelming Sales Performance - In its first year of operation, Tata Neu only sold half of
what was anticipated, falling short of its sales projections and pointing to a lack of consumer
demand and market acceptance.

Further, The departure of important executives like Sauvik Banerjjee indicated internal
problems in Tata Neu's management or discontent with the project's course.

Competitive Pressure - Tata Neu had to make a name for itself in the industry quickly due to
pressure from super applications that were just getting started and were run by other
conglomerates like Gautam Adani and Mukesh Ambani.
The Tata Group's continuous strategy review and efforts to increase Tata Neu's valuation point
to a lack of a clear direction or well-executed early goals.
Design Thinking
Go To Market strategy
Evaluate target market:

Evaluate Tata Neu's target market to make sure it is in line with consumer preferences and
current market trends. Use audience segmentation techniques such as psychographics,
behavioural patterns, and demographics to successfully customise marketing tactics,
messaging, and products.

Enhance digital presence:

Make an investment to improve Tata Neu's online visibility through a variety of channels, such
as social media, mobile apps, e-commerce markets, and website optimisation. To increase
brand recognition and engagement, create individualised messaging, interactive experiences,
and interesting content.

Customer experience optimization:

In order to promote loyalty and encourage repeat business, concentrate on enhancing the
overall client experience. In order to alleviate problems and improve satisfaction, spend money
on customer service training, expedite the purchasing process, and put in place feedback
mechanisms.
 Value Matrix

Target Audience Pain Points Product Value Message

Users - Difficulty navigating - One-stop access to "Simplify your life
various services various Tata services in a with Tata Neu - shop,
through separate apps single app pay, travel, and more,
- Lack of clear benefits - Exclusive discounts all in one super app”.
compared to and rewards
competitors - Personalized shopping
- Occasional technical recommendations
glitches
Influencers - Limited - Innovative super app "Experience the future
understanding of the concept integrating of Indian digital life
platform's unique diverse services with Tata Neu”
value proposition - Platform for promoting
- Lack of advertising Indian brands
Companies - Intense competition - Encourages regular "Enjoy a connected
Integrating their from other similar usage with high shopping experience."
services into Tata services frequency purchases.
neu - Increasing brand - Platform for acquiring
awareness beyond new customers
major Indian cities - Secure and encrypted
- Difficulty in platform
acquiring new
customers
- Concerns about data
security
 Rebranding
Brand Identity Revamp:

1. Change Logo:
The logo lacks distinctiveness compared to competitor’s logo, failing to grab attention or create
a unique brand identity. It does not communicate the unique value proposition of Tata Neu,
leaving users unclear about what sets it apart. The design of the logo appears to be outdated
compared to new trends in logo design which impacts brands perception as less innovative.
A new logo will give new brand identity, attract attention and it will differentiate Tata Neu with
its competitors. Changing the colour palette will refresh the image of the brand and reflect a
modern feel.

2. Change tagline:
Tata neu doesn’t have a tagline. It should have a tagline which will help the brand to encapsulate
the refreshed brand image and focus on more impactful aspects like user experience and
marketing campaigns. The tagline should communicate properly the unique value proposition
of Tata Neu and resonate with the target audience.
For example-

“Tata Neu: Your one-stop shop for a seamless Tata experience.”

User Experience Enhancements

Personalized Homepage:
The app will adapt to individual users, showcasing relevant products, deals, and services based
on purchase history and preferences. We'll leverage AI and data analytics to create a truly
customized experience.
Seamless Integration:

A key focus will be ensuring smooth navigation and effortless interaction across all Tata
services within the Neu platform. Account management will be simplified, and information
readily accessible.
Strategic Marketing & Communication:
Omnichannel Storytelling: The brand should launch engaging campaigns across digital, TV,
print, and social media, highlighting the rebranded Neu's unique value proposition and
showcasing real user stories. Targeted messaging will resonate with specific segments.
Influencer Collaborations: Partnering with relevant micro-influencers across categories will
build trust and authenticity, reaching diverse audiences effectively.
Community Building: The brand should create online and offline communities where users
can interact, share experiences, and provide feedback. Active social media engagement will
foster a sense of belonging.

Repositioning

Tata Nue is positioning itself as a Super App, which involves offering many categories
of businesses/Industries such as clothing, flight booking, Clothing etc.
However, Tata Neu has a major flaw, which is most of the categories are covered by
Tata Group of companies, which Leaves customers with very few options.
For example – If a customer wants to purchase air tickets, the app only gives customers the
option to book from Air India. People want to see and compare prices with different airline
companies.
Similarly, when a customer wants to book a hotel from the app. He only gets to choose from
Tata group of companies i.e. Taj, Vivanta etc.

Currently, Tata Nue’s marketing strategy is not aligning with their positioning strategy. To make
people of India use Tata Nue app and website it needs to bring different brands under one roof
and give people the option to choose.

There are some other things Tata can do to make visible difference is –
Clarify Value Proposition:

Clearly articulate the unique value proposition of Tatadigital.com. Whether it's offering high-
quality digital products, exceptional customer service, innovative features, or competitive
pricing, ensure that the value proposition is compelling and differentiated from competitors.
Streamline User Experience:

Enhance the website and app's user experience to make navigation intuitive, content easily
accessible, and interactions seamless. Implement responsive design principles to ensure a
consistent experience across devices.
Personalization and Customization:

Implement personalized recommendations, content, and user experiences based on user

preferences, behaviour, and past interactions. Leverage data analytics and machine learning
algorithms to deliver relevant and tailored experiences to each user.
Promote Community Engagement:
Foster a sense of community and engagement among users by incorporating social features,
forums, and user-generated content. Encourage users to share their experiences, tips, and
feedback with the community.

Repricing

Repricing can’t be performed using Van westindorp method of pricing as it is an open source
super app.

Product Enhancements

Platform Improvements:
Address the problems in the existing Tata ecosystem and ensure tata apps offer unique value
propositions.
When Tata Neu first started off, providing a streamlined and seamless experience across the
Tata ecosystem was the primary objective. To Enhance the offerings and gain traction, they can
integrate third party services into the app like food delivery (Swiggy, Zomato) and professional
services delivery like UrbanClap which will attract large customer base.
The following are potential categories and specific examples:

Complementary Services:
Travel: Booking platforms such as MakeMyTrip, Cleartrip, or Ixigo to enhance Tata's hotel
and airline offerings.
Food Delivery: Zomato, Swiggy, or regional players based on location and strategic
partnerships.
Entertainment: Streaming services like Netflix, Hotstar, or music platforms like Spotify,
Gaana.

Fintech: Payment platforms such as PhonePe, Paytm, or investment apps like Groww,
Zerodha.
Health & Wellness: Online pharmacies like Netmeds, Practo, or fitness apps such as Curefit,
Urban Company.

Education and Learning: Children's educational apps or learning platforms on the internet
such as Coursera, Udemy, and others.
 Conclusion
Reviving Tata Neu's market presence requires a comprehensive strategy. This
comprises improved user experiences, a smooth integration of Tata Group services, a
modernised corporate identity, and clear messaging. To increase brand awareness, strategic
marketing initiatives should concentrate on multichannel storytelling and influencer alliances.
Increasing service offerings via partnerships with other parties will meet a range of customer
needs. Tata Neu can restore its standing as a top super app in India's cutthroat digital market by
fully tackling these issues, which would encourage rekindled user engagement and long-term
growth.