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STP OF TATA ACE

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Tata Ace is a small, fuel-efficient mini truck launched in India in 2005. It is powered by a 16hp 700cc diesel engine, making it suitable for both rural and urban transportation needs. It established itself as India's first high-performance, low-maintenance and reliable mini truck that provides car-like comfort and handling. Though small in size, it offers the functionality of a larger vehicle by being able to carry up to 1500kg and transport 1 ton of goods 1km for Rs. 6.70 in costs. Its 4-wheeler design provides higher status and safety over 3-wheelers. Tata targeted first-time buyers and existing 3-wheeler owners with Ace's positioning of "Small is

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“SMALL” IS “BIG”. TATA ACE
INTRODUCTION •Launched In May, 2005 •Inspired from highly successful Japanese mini truck kei truck (introduced in 1977) and Korean Kia Bonga(1980) •Tata ace is powered by a small and efficient 16bhp 700cc diesel engine. •Suitable for both rural and urban areas. •Tata ace set the trend as countries first High performance, low maintenance Safe and reliable mini-truck Sporty car-like features to ensure comfort in riding and handling.
4 P’s Being 4 wheeler; gives higher-status  Safer than 3-wheeler and comfortable.  Capacity of carry the load up to 1500 kegs.  Cost of Rs.6.70 to transport 1 ton a distance of 1 km.  3-wheelers were not allowed on express highways additional advantages of being 4-wheeler.  Easily travel in rural areas.  Innovative 2-cylinder diesel engine which can give speed up to 100kms/hr. Product
Core benefit – Light commercial Vehicle. Basic product- 4 Wheeler. Expected product - Safer, Powerful and Convenience with low maintenance. Augmented product- High Status and 30%extra Overload. Potential product – run on LPG, CNG and with A.C Cabin. Levels of Product
•The Company targeted Customer who were willing to pay higher price for extra value provided to them and also Vehicle is designed to reduced the operating cost. •The number of components used was kept low, the assembly line was made short and around 80% of TATA ACE component were outsourced. Tata ACE was a winning concept with 4 Wheeler Functionality and Price close to that of 3 Wheelers. Price
 Availability of the product at right place and at right time.  City, Small Town, Villages and Urban belts in India.  Distribution Network- Hub and SPOKE Model.  Existing dealership acted as Hub and Set up 15 dealership.  Each dealer Set-up 15-20 Ace Store.  “Only Sales” Stores Compared to traditional “Sales and Service ”  A Sales Outlet every 40-50 Kilometers all over India. Place
Communication Channels: Print Media- The “Chota Hathi” Advertisement. Public Relations – Generated a lot of Positive Press in the Launch Period and also by gaining International Awards. Sales Promotions – An Initial discount of Rs 4000 was given on Ace. Financial Services provided to further increase the purchase incentives. Television – 1st LCV Brand used extensive ad on T.V. Ads Communicating new opportunities that Ace Present. Promotion
Segmentation Geographic segmentation: 1.Rural areas-Rural villages with population of over 10000. 2.Urban areas-Semi-urban areas, small towns with population between 20000- 50000. Demographic segmentation:  Age- 20 to 34, 35 to 49 years.  Gender-male.  SEC- R1, R2 and R3.  Occupation- •Truck owners •First time LCV purchasers •Farmers •Small trade
Psychographic segmentation: Science of using psychology and demographics to better understand consumers. Byers are classified on the basis of personality traits, values and lifestyle. Behavioral segmentation: Benefits- 4wheeler benefits i.e. comfort,style,safety. User status-1st time 4 wheeler users and existing 3-wheeler users etc.
Targeting Selective specialization: M1 M2 M3 P1 P2 P3 M1: New 3-wheeler planners (45%). M2:Potentional pick-up & LCV purchasers(15%). M3:First time LCV purchasers(40%).
POSITIONING Positioning statements: India's first mini-truck. “Small is Big”. Stability & trust of big truck. Economic liberation.  Feel good about job(Satisfaction). Transportation at the Last mile.
POP Tata ace Piaggio (ape) M&M (maxximo) Segmentation Segmentation for Rural & semi- urban areas Segmentation for Rural & semi- urban areas Segmentation for Rural & semi- urban areas Features Provide comfort, safety, low cost Provide comfort, safety, minimum cost Provide comfort, safety, affordable cost Fuel Type Diesel Diesel Diesel Point of Parity
POD Tata ace Piaggio (ape) M&M (maximo) Types LCV 4-wheeler 3-wheeler LCV 4-wheeler Price Close to 2 to 2.8 lakh Close to 1.9 lakh Close to 3 to 3.8 lakh Power 16 HP@ 3200 RPM 12.67KW @3600 RPM 18.4KW @3600 RPM Fuel Tank Capacity 28 Lt. 30 Lt. 33 Lt. Launch All Over India All Over India Region Wise Point of Difference
PRODUCT LIFE CYCLE
TATA ACE LINE EXTENTION
BRAND EXTENTION
Point of differentiation STYLE PERFORMANCE VERSATILITY SAFETY SAVING COMFORT
STP OF TATA ACE
“BIG THINGS COME IN SMALL PACKAGES” NAMES ROLL NO. Gaurav Singh Gaur 03 Ankush Kharbanda 17 Sidhant Nagi 19 Aditya Goswami 25 Vishal Sapra 26 Thanks

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STP OF TATA ACE

  • 2. INTRODUCTION •Launched In May, 2005 •Inspired from highly successful Japanese mini truck kei truck (introduced in 1977) and Korean Kia Bonga(1980) •Tata ace is powered by a small and efficient 16bhp 700cc diesel engine. •Suitable for both rural and urban areas. •Tata ace set the trend as countries first High performance, low maintenance Safe and reliable mini-truck Sporty car-like features to ensure comfort in riding and handling.
  • 3. 4 P’s Being 4 wheeler; gives higher-status  Safer than 3-wheeler and comfortable.  Capacity of carry the load up to 1500 kegs.  Cost of Rs.6.70 to transport 1 ton a distance of 1 km.  3-wheelers were not allowed on express highways additional advantages of being 4-wheeler.  Easily travel in rural areas.  Innovative 2-cylinder diesel engine which can give speed up to 100kms/hr. Product
  • 4. Core benefit – Light commercial Vehicle. Basic product- 4 Wheeler. Expected product - Safer, Powerful and Convenience with low maintenance. Augmented product- High Status and 30%extra Overload. Potential product – run on LPG, CNG and with A.C Cabin. Levels of Product
  • 5. •The Company targeted Customer who were willing to pay higher price for extra value provided to them and also Vehicle is designed to reduced the operating cost. •The number of components used was kept low, the assembly line was made short and around 80% of TATA ACE component were outsourced. Tata ACE was a winning concept with 4 Wheeler Functionality and Price close to that of 3 Wheelers. Price
  • 6.  Availability of the product at right place and at right time.  City, Small Town, Villages and Urban belts in India.  Distribution Network- Hub and SPOKE Model.  Existing dealership acted as Hub and Set up 15 dealership.  Each dealer Set-up 15-20 Ace Store.  “Only Sales” Stores Compared to traditional “Sales and Service ”  A Sales Outlet every 40-50 Kilometers all over India. Place
  • 7. Communication Channels: Print Media- The “Chota Hathi” Advertisement. Public Relations – Generated a lot of Positive Press in the Launch Period and also by gaining International Awards. Sales Promotions – An Initial discount of Rs 4000 was given on Ace. Financial Services provided to further increase the purchase incentives. Television – 1st LCV Brand used extensive ad on T.V. Ads Communicating new opportunities that Ace Present. Promotion
  • 8. Segmentation Geographic segmentation: 1.Rural areas-Rural villages with population of over 10000. 2.Urban areas-Semi-urban areas, small towns with population between 20000- 50000. Demographic segmentation:  Age- 20 to 34, 35 to 49 years.  Gender-male.  SEC- R1, R2 and R3.  Occupation- •Truck owners •First time LCV purchasers •Farmers •Small trade
  • 9. Psychographic segmentation: Science of using psychology and demographics to better understand consumers. Byers are classified on the basis of personality traits, values and lifestyle. Behavioral segmentation: Benefits- 4wheeler benefits i.e. comfort,style,safety. User status-1st time 4 wheeler users and existing 3-wheeler users etc.
  • 10. Targeting Selective specialization: M1 M2 M3 P1 P2 P3 M1: New 3-wheeler planners (45%). M2:Potentional pick-up & LCV purchasers(15%). M3:First time LCV purchasers(40%).
  • 11. POSITIONING Positioning statements: India's first mini-truck. “Small is Big”. Stability & trust of big truck. Economic liberation.  Feel good about job(Satisfaction). Transportation at the Last mile.
  • 12. POP Tata ace Piaggio (ape) M&M (maxximo) Segmentation Segmentation for Rural & semi- urban areas Segmentation for Rural & semi- urban areas Segmentation for Rural & semi- urban areas Features Provide comfort, safety, low cost Provide comfort, safety, minimum cost Provide comfort, safety, affordable cost Fuel Type Diesel Diesel Diesel Point of Parity
  • 13. POD Tata ace Piaggio (ape) M&M (maximo) Types LCV 4-wheeler 3-wheeler LCV 4-wheeler Price Close to 2 to 2.8 lakh Close to 1.9 lakh Close to 3 to 3.8 lakh Power 16 HP@ 3200 RPM 12.67KW @3600 RPM 18.4KW @3600 RPM Fuel Tank Capacity 28 Lt. 30 Lt. 33 Lt. Launch All Over India All Over India Region Wise Point of Difference
  • 15. TATA ACE LINE EXTENTION
  • 19. “BIG THINGS COME IN SMALL PACKAGES” NAMES ROLL NO. Gaurav Singh Gaur 03 Ankush Kharbanda 17 Sidhant Nagi 19 Aditya Goswami 25 Vishal Sapra 26 Thanks