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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