Marketing Nirvana Session on Branding TATA Motors

1. MARKETING NIRVANA
Putting Customer First
TATA MOTORS LIMITED
Hitarth Saini Marketing & Adverting Club
Rakesh Rajendran Vinod Gupta School of Management
IIT Kharagpur

2. ABOUT TATA MOTORS :
 Formerly known as TELCO-Tata Engineering And
Locomotive Company.
 Tata entered commercial vehicle sector in 1954 on
joint venture with Daimler-Benz.
 TELCO entered passenger vehicle market in 1991
with Tata Sierra, a multi utility vehicle. Other
LCVs(Light Commercial Vehicles) are Tata
Estate, Tata Sumo and Tata Safari.
 Indica was launched in 1998, the first fully
indigenous passenger car of India. Its fuel
economy, powerful engine and aggressive
marketing strategy made it one of the best selling
cars in the history of Indian automobile industry.

3. AMONGST THE TOP.
 Tata Motors is among the top five commercial vehicle
manufacturers, in the world(by volume).
3rd Largest Passenger vehicle manufacturer in India.
Largest bus manufacturer and 4th largest truck
manufacturer in the world (by volume). Tata motors is
India’s largest automobile company with consolidated
revenues of Rs. 1,70,678 crores in 2011-12.
Amongst the top largest tractor and 3-wheeler
manufacturers in the world.
Tata motors has operations in the UK, South
Korea, Thailand, Spain and South Africa and its product
are being marketed in several countries in
Europe, Africa, the Middle East, South Asia, South East
Asia and South America.
In India, 6.5 million Tata vehicles are now on
road, Making it country leader in commercial vehicles.

4. GROWTH POTENTIAL
 Can become World’s third largest automobile
market in 2030.
 By 2016, Automotive sector can DOUBLE its
percentage contribution to GDP from current levels
of 5% (US$50 billion) to 10% ($180 billion).
 Annual vehicle sales are projected to increase to 5
million by 2015 and more than 9 million by 2020. By
2050, the country is expected to top the world in car
volumes with approximately 611 million vehicles on
the nation's roads.

5. AWARDS :
 Tata Motors surpassed Reliance to win the coveted title of
'India's most valuable brand' in an annual survey conducted
by Brand Finance and The Economic Times (In 2010).
 Tata Motors was ranked as India's 3rd Most Reputed Car
manufacturer in the Reputation Benchmark Study - Auto
(Cars) Sector, launched in April 2012.
 Tata Motors has been ranked 314th in the Fortune Global
500 rankings of the world's biggest corporations for the year
2012.

6. SUBSIDIARIES, ASSOCIATES AND JOINT
VENTURES :
 TATA HISPANO MOTORS CARROCERA(acquired 21 percent
stake in Hispano Carocerra, a Spanish bus manufacturing
company in 2005 of which it acquired full ownership in 2009).
 Acquisition of Jaguar and Land Rover of UK in 2008 from FORD
(helped complete its portfolio in the premium segment).
 TATA MOTORS THAILAND LTD.(70% JV with Thailand’s
Thonburi (auto assembler and manufacturer of pick-ups).
 TATA MARCOPOLO MOTORS LTD. (51:49 JV with Brazilian
based Marcopolo bus building).
 TATA DAEWOO COMMERCIAL VEHICLE COMAPANY
LTD.(Acquired Daewoo in 2004).
 In 2010, Tata Motors acquired an 80% stake in the Italy-based
design and engineering company Trilix for a consideration of
€1.85 million. The acquisition formed part of the company's plan
to enhance its styling and design capabilities.
 And many more..

7. PRODUCTS :
PRODUCTS
DEFENCE &
PASSENGER COMMERCIAL HOMELAND
VEHICLES VEHICLES SECURITY
VEHICLES

8. UTILITY
HATCH BACKS SEDANS &
VEHICLES & JLR & FIAT
CROSS OVERS
PICKUPS
• INDICA eV2 • INDIGO XL • SUMO GOLD • JAGUAR
• VISTA SEDAN • INDIGO eCS • SAFARI SERIES
CLASS • INDIGO MANZA • GRAND • FREELANDER
• TATA ARIA • VENTURE • DISCOVERY
• XENON XT • RR EVOQUE
• RR SPORT
• FIAT LINEA
• FIAT GRANDE
PUNTO

9. JAGUAR LAND ROVER
Accounts for 60% of
consolidated
revenue.

10. PASSENGER
GOODS CARRIERS
TRANSPORTATION
MEDIUM &
VANS
HEAVY CV
INTERMEDIATE
BUSES
CV
LIGHT CV
SMALL CV

11. DEFENCE SOLUTIONS :

12.  Tata Motors has been a strategic partner of the Indian
Armed Forces from as early on as 1958.
 Provide service across the entire defence, paramilitary and
police mobility spectrum .
 Defence solutions mainly in SAARC & ASEAN regions and
Africa
 Mainly four categories :
 Logistics
 Tactical
 Armored
 Buses (Ambulances)

13. Did we
miss something

14. YES. WE DID ? DIDN’T WE?

15. THE NANO STORY :

16. TATA NANO:
 Intended for ‘The Masses’.(also lower income group with
family, first time buyers of car & motorcycle owners)
 Expected returns(sales) not achieved.
 Positioning Irony : Instead of price, product.
 Communication lag.
 Ineffective system of finance in rural markets.

17. MARKETING INITIATIVES :
 Go off roading..!! Tata Motors Full Throttle Trail.
 (promoted Tata Sumo, Aria,Sumo gold, Sumo
grande,Safari,Xenon.)
 To promote nano, recently(17th aug 2012) tata motors
opened an online merchandise store on ebay.in.
 Online marketing initiatives : FB page already has a fan
base of 1.6 million people.
 Social road trip with MTV

18. SUSTAINABILITY(CSR ACTIVITIES)
 Active role in community development, serving rural
communities adjacent to its manufacturing locations.
 Reduction of environmental pollution and regular
pollution control drives(Tata Motors' joint venture with
Cummins Engine Company, USA, in 1992).
 Developing alternative fuel engine technologies.
 Restoration of ecological balance.
 Effluent treatment facilities in its plants, to avoid
release of polluted water into the ecosystem.
 Tree plantation programmes involving villagers and
Tata Motors employees, have turned acres of barren
village green.(around 3.5 million trees planted)

19. THANK YOU
PREPARED BY
HITARTH SAINI
RAKESH RAJENDRAN
MARKETING & ADVERTISING
CLUB
VGSOM, IIT KHARAGPUR