 India’s functional segment ranges from manual rickshaw, carts to pick up trucks

 Tata Motors decided to launch a product to cater the mid segment of the above range
 Further it was segmented into 4 different categories
 Performance sensitive (7% market share)
 Balanced Perspective (25% market share)
 ROI sensitive (55% market share)
 Acquisition price constant (13% market share)
 Tata Motors estimated that: -
 45% will be potential 3-wheelers customers
 15% potential pick up truck customers
 40% first time customers
 Distribution: -
 Only 5 states were decided for the initial launch of Ace
 Radius of dealership ranged between 40-50 kilometres and covered more rural areas
 1S model was adopted against 3S model
 Rent model was adopted to minimize risk and cost
 Customer service: -
 Suvidham initiative was launched to be cost effective
 Mobile workshop was launched for last mile service