A utilitarian vehicle which can be utilized for both public transport and

carrying luggage
Conjoint Analysis
• Results: People value comfort, safety and convenience.
Target Marketing
• People planning to buy 3-wheelers for public transport
• People who value brand image and quality
• Perspective customers – who value with comfort and convenience
• Target Market Size-59% of the market share of Utility vehicles.
Marketing Mix
• Product:A MUV providing ultimate comfort and safety for both driver and passengers that will replace major chunk of public transport and carrying
luggage vehicles such as auto rickshaw, Maruti omni etc.
• Price: The pricing will cater to the lower income level a
• Place: Expand to different regions of the country where TATA Ace has been received well
1. Regions where auto rickshaws has a good chunk of market share of public transport
2. Will move to emerging markets like India in current future after developing strong base in India.
• Promotional strategy ca be carried out in the form of TV, Newspapers, and electronic media.
1. Promote it as a entrepreneurial dream for the youngsters in urban/rural regions looking for jobs
2. Leverage upon Social media marketing to target customers based on the search results.
• Distribution -Penetrate rural areas through Partnership with large
number of dealers
• Converting dealership format from 1s to 3s by including sales, service
and spares
• And through welfare programs that are already part of TATA company.