PowerPoint Presentation

that captured the imagination of the consumers

BY: Arushi Singh, PGP31193 Section B, Brand ManagementSLOGANS

Indias first indigenously designed, engineered and built passenger carINDIASCAR Produced by Tata Motors since 1998

Pre-1998

HM AmbassadorMaruti 800Premier Padmini

The Buildup

Presenting

The operating economy of a Maruti 800The space of an AmbassadorThe shape of a Maruti Zen

Largest selling car of its classMarket share: 24%Redefined what an Indian consumer could expect from a hatchback carCombined the best of the features of its competitorsFirst car to threaten Maruti 800s hegemonySuccess

Unprecedented 115,000 fully paid bookings within 7 days of launchIndia entered elite group of 10 nations that have manufactured their own carFirst-in-class features such as powerful diesel enginePaved the way for Tata Motors to launch a whole range of vehiclesSuccess

Slogan Analysis: Positioning

Value

Aspiration

More Car Per Car

Target Group: Middle class families, cab operators

Slogan Analysis: Benefits

Slogan Analysis: Suitability

MemorabilityIt enhances brand recall and recognition of Tata Indica

MeaningfulnessIt conveys its association with the category and its value proposition

LikeabilityIt evokes the visual imagery of the car

TransferabilityIt was successfully transferred to all other extensions of Tata Indica

AdaptabilityIt was modified to Even more car per car for Indica V2

ProtectabilityExcellent

Slogan Analysis: Indica Video Ad

Synopsis: Depicts a young man driving an Indica with a lady asking him for a lift. This prompts him to imagine his future life with her - Indica being with them at every stage of life

The slogan is used here to depictMore Dreams Per Car

By showing a young couple, it caters to the target segment of middle class families

It positions Indica as a fuel efficient car providing a comfortable drive

Launch of Indica V2

12

Slogan Analysis: Indica V2 Video AdSynopsis: The ad shows a boy playing with his car but on seeing his friends toy car which is bigger than his, he wants to play with that instead

The slogan is referenced to at the end with Its only human to want more

The positioning is consistent with the brand offering as it marries the products strengths with the customer trait of desiring More

The positioning in later ads modifies the slogan to Even more car per par

Launch of Other Variants

Indica VistaIndica eV2

Change of Slogan: Print ad

Change of Slogan: Analysis

25+ age groupEspecially young professionals

Change of Slogan: Video Ad

Synopsis: Depicts a young man driving Indica Vista, showcasing the "Vista view of life

The slogan is referenced to in the background music, You change my view to something new

By showing a young man in a suit, it lures its target market of young professionals

Positions Indica Vista as a hatchback providing sedan class experience along with comfort and state of the art features

Social Media Promotion

SummaryCase in Brief:Tata Indica

Slogan Change: Changes everything

Slogan Transferability: Extensions

Slogan Analysis: More Car Per Car

Print Ads

Social Media

Video Ads

http://cars.tatamotors.com/tata-indica/http://www.tatamotors.com/product/indica/http://www.tata.in/article/inside/6DmZR9BHnrQ%3D/TLYVr3YPkMU%3Dhttp://www.tata.com/article/inside/20AIWr9V2LQ=/TLYVr3YPkMU=http://www.business-standard.com/article/companies/tata-s-tryst-with-the-auto-expo-116012900815_1.htmlhttp://www.thehindubusinessline.com/specials/auto-focus/much-more-car-per-car/article7971864.ecehttp://www.thehindubusinessline.com/todays-paper/tp-investmentworld/article1680165.ecehttp://www.thehindu.com/todays-paper/tp-business/article1322731.ecehttp://www.livemint.com/Consumer/WWHSilngHoAyJVuQ8rdesI/Spinning-a-virtual-yarn-to-sell-a-hatchback.htmlhttps://www.youtube.com/results?search_query=tata+indica+adshttps://en.wikipedia.org/wiki/Tata_Indicahttps://www.facebook.com/Tata-Indica-221309691226074/Principles of Marketing: A South Asian Perspective (13th edition) by Philip KotlerStrategic Brand Management (4th edition) by Kevin Lane Keller, Ambi Parameswaran and Isaac JacobReferences

Disclaimer

Created by Arushi Singh (PGP31193), as a part of Brand Management course at IIM Lucknow, under the guidance of Prof. Sameer Mathur