brand management : tata indica

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