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    Tata Motors Promotion

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    Ravi kumar
    Tata Motors is India's largest automobile company that was established in 1945. Over the past decade, Tata Motors has pursued an aggressive growth strategy through product expansion, branding initiatives, and strategic acquisitions. This included launching new models like the Tata Indica and Tata Nano, investing heavily in advertising, using celebrity endorsements, and acquiring Jaguar Land Rover to expand its international presence. Tata Motors has managed the product life cycle of the Tata Indica efficiently over the years, with the recent launch of the Indica Vista marking its transition into the maturity phase.

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    Tata Motors Promotion

    Uploaded by

    Ravi kumar
    4K views13 pages
    Tata Motors is India's largest automobile company that was established in 1945. Over the past decade, Tata Motors has pursued an aggressive growth strategy through product expansion, branding initiatives, and strategic acquisitions. This included launching new models like the Tata Indica and Tata Nano, investing heavily in advertising, using celebrity endorsements, and acquiring Jaguar Land Rover to expand its international presence. Tata Motors has managed the product life cycle of the Tata Indica efficiently over the years, with the recent launch of the Indica Vista marking its transition into the maturity phase.

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    Tata Motors is India's largest automobile company that was established in 1945. Over the past decade, Tata Motors has pursued an aggressive growth strategy through product expansion, branding initiatives, and strategic acquisitions. This included launching new models like the Tata Indica and Tata Nano, investing heavily in advertising, using celebrity endorsements, and acquiring Jaguar Land Rover to expand its international presence. Tata Motors has managed the product life cycle of the Tata Indica efficiently over the years, with the recent launch of the Indica Vista marking its transition into the maturity phase.

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    4K views13 pages

    Tata Motors Promotion

    Uploaded by

    Ravi kumar
    Tata Motors is India's largest automobile company that was established in 1945. Over the past decade, Tata Motors has pursued an aggressive growth strategy through product expansion, branding initiatives, and strategic acquisitions. This included launching new models like the Tata Indica and Tata Nano, investing heavily in advertising, using celebrity endorsements, and acquiring Jaguar Land Rover to expand its international presence. Tata Motors has managed the product life cycle of the Tata Indica efficiently over the years, with the recent launch of the Indica Vista marking its transition into the maturity phase.

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    of 13

    Brand Promotion & Strategy of

    TATA MOTORS in Ten Years

    SUBMITTED TO-
    PROF. SHALINI SRIVASTAVA

    SUBMITTED BY –
    History
    Type Public BSE: 500570
    (NYSE:TTM
    Founded 1945
    Founder(s) JRD Tata
    Headquarters Mumbai, India
    Key people Ratan Tata, Chairman
    Products Automobiles

    Engines

    Services Financial Services


    Revenue ▲ INR Rs. 74,151 Crores (2009)
    (USD $15.5 Billion)
    Net income ▼ INR Rs. 2,505 Crores (2009)
    (USD $544.1 Million)
    Parent Tata Group
    Subsidiaries Jaguar

    Land Rover

    TDCV

    Hispano Carrocera
    Tata Motors is a part of the Tata Group manages its share-
    holding through Tata Sons. The company was established in
    1945 as a locomotive manufacturing unit and later expanded
    its operations to commercial vehicle sector in 1954 after
    forming a joint venture with Daimler-Benz AG of Germany.
    Despite the success of its commercial vehicles, Tata
    realized his company had to diversify and he began to look
    at other products. Based on consumer demand, he decided
    that building a small car would be the most practical new
    venture. So in 1998 it launched Tata Indica, India's first
    fully indigenous passenger car.Designed to be inexpensive
    and simple to build and maintain, the Indica became an
    instant hit in the Indian market. It was also exported to
    Europe namely the UK and Italy. Since then it has never
    looked back. In 2004 it acquired Tata Daewoo Commercial
    Vehicle and in late 2005 it acquired 21% Aragonese Hispano
    Carrocera giving it controlling rights of the company. It
    has formed a Joint Venture with Marcopolo of Brazil and
    introduced low-floor buses in the Indian Market. Recently
    it had acquired British Jaguar Land Rover (JLR) business,
    which also includes Daimler and Lanchester brand names.
    Brief History

    Ø1945:-Tata Engineering and Locomotive Co. Ltd. was established to manufacture


    Ølocomotives and other engineering products.
    Ø
    Ø1959 :- Research and Development Centre set up at Jamshedpur.
    Ø
    Ø1985 :- First hydraulic excavator produced with Hitachi collaboration.
    Ø
    Ø1994 :- 1.Launch of Tata Sumo - the multi utility vehicle.
    Ø
    Ø2001 :- 1. Indica V2 launched - 2nd generation Indica.
    Ø
    Ø2002 :- 1.Unveiling of the Tata Sedan at Auto Expo 2002.
    Ø
    Ø2003 :- 1. Launch of the Tata Safari Limited Edition.
    Ø
    Ø2004 :- 1.Tata Motors unveils new product range at Auto Expo '04.
    Ø
    Ø
    Ø
    Some products of Tata
    Motors

    Tata Indica Hispano Divo

    Tata MarcoPolo Tata Nano


    Tata OneCAT Safari DiCOR

    Land Rover Jaguar


    Marketing strategies of Tata motors
    Product , Branding , and Advertising

    ØAdvertising is one of the most common ways to make car


    buyer or car enthusiast aware of the new car with special
    promotion price.

    ØUse of some famous stars as their spokesman.

    Innovations , and quality control .

    ØTata Motors provide many innovative features to attract car lover. One of
    these innovations is the Tata Safari 4X4 Dicor that has “Reverse Guide
    System”. A weather-proof camera is fixed to the rear car to help the driver
    while reversing the car.
    Pricing Strategy
    Place
    ØPlace of dealership does play an
    important role.
    ØThe distribution of vehicle must be in a very systematic
    way, from the plant to dealership and to end user.

    Maintenance and Support


    Øuser will not want to spend a lot of time to
    travel to a far place just to service the car.
    ØParts and accessories must also easy to access
    when it is needed to keep the customer
    satisfy .
    Pricing Strategy
    ØPrice can’t be too low or too high with the prices
    of same vehicle from competitors, it has to be at par.
    ØGiving discount every month and special promotion for
    certain type of vehicle also one of the strong strategy
    use by Tata Motors.
    Promotion mix of TATA Motors
    (1) Advertising
    ØAny paid form of non-personal communication of ideas or
    products in the "prime media": i.e. television, newspapers,
    magazines, billboard posters, radio, cinema etc.

    ØThe two basic aspects of advertising are the message (what you
    want your communication to say) and the medium (how you get
    your message across).

    (2) Personal Selling


    ØOral communication with potential buyers of a product
    with the intention of making a sale.

    ØThe personal selling may focus initially on developing


    a relationship with the potential buyer.
    (3) Sales Promotion

    ØProviding incentives to customers or to the distribution channel to


    stimulate demand for a product.

    (4) Publicity

    ØThe communication of a product, brand or business by placing


    information about it in the media without paying for the time or
    media space directly. otherwise known as "public relations" or PR.
    PLC Product Life Cycle
    Tata Indica:

    Introduction:
    ØTata Motors recently launched the new generation Indica Vista. The best
    selling car from Tata Motors has become even better with a new look and a
    new positioning.

    ØTata Indica was launched in 1998 and has sold more than 9 lakh cars so
    far. It is the second largest selling car trailing Maruti Alto. Indica is a classic
    example of managing product life cycle efficiently.
    Growth:
    ØFrom a shaky start, Indica has come a long way. Written off by
    many skeptics as Ratan Tata's unachievable dream, Indica has
    proved skeptics wrong by selling huge numbers.

    ØThe new launch is yet again another proof of the company's resilience.

    Maturity:
    ØIndica Vista is Tata's entry into the luxury hatchback
    segment.
    ØIndica Vista replaces seven variants of the original Indica V2.
    Over the last few months, the sales of Indica was showing a
    decline.

    Decline:
    ØThe new Indica Vista comes in the price range of Rs 3.50 - 4.50
    lakh price range.
    ØThe new Indica Vista is more curvy and looks pretty cool .
    But not as sexy as its competitors like Swift or Getz.
    Thanks
    you

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