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Indica

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Tata Indica is an affordable small car launched by Tata Motors in India. It targeted families in the upper middle class and aimed to attract customers upgrading from lower-end cars. It was positioned as a roomy, affordable option as India's first passenger car developed domestically. Tata conducted a market penetration strategy through its "India's first" campaign and highlighted value, while developing new products, technologies, and entering new markets to pursue integrative growth. The Indica faces weaknesses in crude interiors and unattractive styling compared to competitors, but Tata aims to overcome threats through improvements, new offerings, international expansion, and leveraging its large distribution network.

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TATA INDICA
AgendaIntroductionTata GroupSTPAnsoff’s Model SWOT Analysis4 Ps Recommendation
Indian Car MarketThe key market players are : Maruti Udyog Ltd.,Hyundai Motor India Ltd.,Tata Motors Ltd ., Mahindra & Mahindra and ToyotaDomestic Market share of passenger cars for 2008-09 :
TATA GroupIt is a multinational conglomerate based in Mumbai, IndiaLargest pvt. corporate group in India and has been recognized as one of the most respected companies in the worldTata Motors Limited is India's largest automobile company, with consolidated revenues of Rs.70,938.85 crores (USD 14 billion) in 2008-09.Leader in commercial vehicles in each segment, and among the top three in passenger vehicles
STPSegmentation Personal car segment - Individual/home segmentTour operator segmentCab service for IT/ITES companies 
STP (cont..)Targeting  The brand is targeting families which are in the upper middle class.Aiming to take benefit of consumer up-gradations from lower-end carsCab operators 
STP (cont..)PositioningIndica was marketed with slogans like "The Big... Small Car" and "More car per car," the ad campaign focused on roomy interiors.Indica is positioned as affordable car.As the First passenger car developed in India.As a cab
Ansoff’s modelMarket penetration strategyAttract competitor’s customer:Launch “India’s first” campaign against competitors.Highlight “value for money”.Good and wide spread service network. Convert non user into user:Special schemes for youth and middle income group like zero down payments, low interest rate or a lower EMI. 
Ansoff’s modelMarket development Geographically:Launch in major emerging economies like Brazil, Russia, etc.Product development  Quality improvement:Improve power and pick up.Better and comfortable interiors.  
Ansoff’s modelNew product development:Develop LPG and CNG versions for petrol versions.New technologies like hybrid and electric versions.Feature addition:Smart security system .GPS.Parking assistant.Rear wash wipers. 
Ansoff’s modelProduct line extension: Launch new model with more boot space and leg room.DiversificationCar insurance.Car finance.Consultancy services on R&D. 
Ansoff’s modelIntegrative GrowthForward integration:Open its exclusive showrooms and dealerships.  Backward integration:Entering manufacturing of key auto ancillaries. Horizontal integration:May acquire automobile R&D firm.Overseas acquisition.
SWOT AnalysisStrengths:Large distribution network Vast experience Good mileageAfter sales service Sturdy body “TATA” brand name
SWOT Analysis Weakness:It doesn’t have an attractive look as compared to other hatchbacks in the market. Crude interiors
SWOT Analysis Opportunities:High growth rate of premium hatchback segment.Threats:Heavy competition Increasing price of fuel
. 4PsProduct:Price :Promotion: Indica was marketed with slogans like "The Big... Small Car" and "More car per car," the ad campaign focused on roomy interiors.Place: The company had a presence at over 2,000 locations in India, including after-sales and vehicle servicing outlets.
RecommendationsImprove features ( interiors, exteriors) and powerDevelop new technologies like electric and hybrid modelsProvide different offers and schemes for increasing demand( low interest finance, festive offers)Launch in various emerging economies. Setting up used car sale centers.Provide attractive exchange offers to present customers to upgrade to new models.
Thank you !!

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Indica

  • 3. Indian Car MarketThe key market players are : Maruti Udyog Ltd.,Hyundai Motor India Ltd.,Tata Motors Ltd ., Mahindra & Mahindra and ToyotaDomestic Market share of passenger cars for 2008-09 :
  • 4. TATA GroupIt is a multinational conglomerate based in Mumbai, IndiaLargest pvt. corporate group in India and has been recognized as one of the most respected companies in the worldTata Motors Limited is India's largest automobile company, with consolidated revenues of Rs.70,938.85 crores (USD 14 billion) in 2008-09.Leader in commercial vehicles in each segment, and among the top three in passenger vehicles
  • 5. STPSegmentation Personal car segment - Individual/home segmentTour operator segmentCab service for IT/ITES companies 
  • 6. STP (cont..)Targeting  The brand is targeting families which are in the upper middle class.Aiming to take benefit of consumer up-gradations from lower-end carsCab operators 
  • 7. STP (cont..)PositioningIndica was marketed with slogans like "The Big... Small Car" and "More car per car," the ad campaign focused on roomy interiors.Indica is positioned as affordable car.As the First passenger car developed in India.As a cab
  • 8. Ansoff’s modelMarket penetration strategyAttract competitor’s customer:Launch “India’s first” campaign against competitors.Highlight “value for money”.Good and wide spread service network. Convert non user into user:Special schemes for youth and middle income group like zero down payments, low interest rate or a lower EMI. 
  • 9. Ansoff’s modelMarket development Geographically:Launch in major emerging economies like Brazil, Russia, etc.Product development  Quality improvement:Improve power and pick up.Better and comfortable interiors.  
  • 10. Ansoff’s modelNew product development:Develop LPG and CNG versions for petrol versions.New technologies like hybrid and electric versions.Feature addition:Smart security system .GPS.Parking assistant.Rear wash wipers. 
  • 11. Ansoff’s modelProduct line extension: Launch new model with more boot space and leg room.DiversificationCar insurance.Car finance.Consultancy services on R&D. 
  • 12. Ansoff’s modelIntegrative GrowthForward integration:Open its exclusive showrooms and dealerships.  Backward integration:Entering manufacturing of key auto ancillaries. Horizontal integration:May acquire automobile R&D firm.Overseas acquisition.
  • 13. SWOT AnalysisStrengths:Large distribution network Vast experience Good mileageAfter sales service Sturdy body “TATA” brand name
  • 14. SWOT Analysis Weakness:It doesn’t have an attractive look as compared to other hatchbacks in the market. Crude interiors
  • 15. SWOT Analysis Opportunities:High growth rate of premium hatchback segment.Threats:Heavy competition Increasing price of fuel
  • 16. . 4PsProduct:Price :Promotion: Indica was marketed with slogans like "The Big... Small Car" and "More car per car," the ad campaign focused on roomy interiors.Place: The company had a presence at over 2,000 locations in India, including after-sales and vehicle servicing outlets.
  • 17. RecommendationsImprove features ( interiors, exteriors) and powerDevelop new technologies like electric and hybrid modelsProvide different offers and schemes for increasing demand( low interest finance, festive offers)Launch in various emerging economies. Setting up used car sale centers.Provide attractive exchange offers to present customers to upgrade to new models.
  • 18. Thank you !!

Editor's Notes

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