brand management : tata indica
TRANSCRIPT
TATA Indica
Slogans that capture the Imagination of Consumers
Brand Elements Name
For Indians
Brand Elements Criteria Memorable, Meaningful,Transferable
Create High level of Awareness
Brand Elements Slogan
More Economical value than ever
Brand Elements Slogans changed with time
Position itself as a Dream Car for Average Indians
More dreams per Car
Brand Elements Slogans changed with Models
Selling different values
Spoil YourselfBecause we like to carry our world with us
The Xclusive Lounge
Style does matter
Brand Elements Criteria Memorable, Meaningful, Likable
Generating likabilityin consumers mind
Spoil YourselfBecause we like to carry our world with us
The Xclusive LoungeStyle does matter
•Car for Indians
•StylishIndica
•Fuel efficient
• Low PriceMore car per car
Brand Elements Characteristics
World-class standards of safety
Easy entry and exit for passengers; this
meant a higher suspension and
raised back seats
The inside space of an Ambassador and the external dimensions of a
Zen
Revolutionary Features offered
The economy of diesel
Contemporary design
Price approximating the Maruti 800
Brand Elements Characteristics
Brand Elements Criteria Likability leads to Adaptability
"More car per car" came in more version than one can think of
Competition With Maruti 800
Launched on 1983 1988
Units Sold 2.66 Million 1.2 Million (First Generation)
Production Closed 2013 2007
Promotional Strategy - Objective
The objective is to increase footfalls at the dealer outlets for test drives across top
20 cities in India. And for this the strategy is to develop high impact creative with
large units (in the face) and attract attention of netizens. Also, to attract people
aged 25 to 35 who could be potential customers of the Indica V2.
Tata Indica V2 Petrol Test Drive' online campaign
Promotional Strategy
We saw that there was a larger chunk of potential customers who were more glued tothe internet rather than print and electronic media — particularly the office goers inprivate companies and the professionals," he said. '"Online allows us to skew ourpresence geographically and generate foot falls.
- M G Parameswaran, executive director of FCB
When a person logged on to the www.tatamotors.com, after six seconds, the capture gives way
to the site. The ads were placed on horizontals such as rediff.com, yahoo.com and
hindustantimes.com and innovations on sites (site captures), leading to the registration page and
targeted creative (banners, pop-ups, large units) exposures
Promotional Strategy : Website & ads
Social Media : Facebook : Not that active
Complaints are not entertained on official Facebook Page
Social Media : Twitter : Active
Complaints are taken care of
If you get inside an Indica and you get inside a
competitor, it’s pretty obvious that the Indica is aclass bigger.
It is designed to be the most spacious small car
but priced like a small car. It is designed to be
the most powerful small car but to beeconomical and affordable.
We have a fairly young group of designers - the
average age would be about 28-30 years. A lot of
them have come from the National Institute ofDesign and the Industrial Design Centres of IIT.
This slides have been created by Koushik Das
during the PGP Brand Management course
taught by Prof. Sameer Mathur at IIM Lucknow