Team : Les Miserables

Avishek Agarwal, Mahesh Devrani, Vinay Chandak IMI,New Delhi

Tata Motors Case Study Competition

Agenda
Crafting a compelling Brand Architecture for Passenger Vehicles at Tata Motors Our Approach

Brand Image
Passenger Business
Aspect Dimension Consumer Needs

Brand Architecture
Compara tive Analysis
Profound Structure

Roadmap
3 Year Plan
Recom menda tion

Rebranding

Implementation

Brand Hierarchy

Visual Identity

Vision to be Achieved

Outrage and Delight Model

Advertising

360 Consumer Experience Appraisal

Retail Design

Timeline

Overview of the Passenger Business

Identifying the User of Cars in India ( Includes Both The Urban ,Sub Urban and Rural Travellers )
The Opportunist
Generally High End Consumers who prefer Luxury and Quality and wants to show their status in form of car Price no Consideration, wants a more appealing and different and stylish car

Comfort Seeker
Generally Higher to Middle Class Consumers Wants quality and is ready to pay a price but is also sensitive to higher prices and avoids spending it luxuriously Wants an appealing car with a better price deal

Value Seeker
Middle class people Wants Comfort and Quality But at a competitive price. Car a necessity need Wants a poplar car which is tested and have higher opinions and acceptance among others

Ends Seeker
Middle Lower Class Consumers where Car is used as a need fulfillment tool It Values cheapest and economical travelling Would sacrifice on the quality and comfort for a better Price Transitionary Phase

How Brand TM( Tata Motors ) is shaped by above four consumer groups) Groups
The Opportunist (TO)
Comfort Seeker (CS)

Refer Appendix 1

Percentage

TM Offerings

TM Focus Areas Should Be

10
40 30 20

Land Rover , Jaguar

Manza ,Aria,Safari Storme Vista,Indigo CS ,Xenon, Safari Nano, Indica ,Venture,Sumo Gold

Moderate
High Very High Moderate

Value Seeker (VS) Ends Seeker (ES)

Refer Appendix 3

Consumer Needs and Aspect Dimensions

Building the Customer value Hierarchy : There are four levels of needs that Consumer has

Basic
Fuel Efficiency Durability Basic Car features Sales and Service Advisory

Expected
Comfort & Spacious Interiors ,Seat Cover etc Test Drive and Hands on Experience

Desired
Price After Sales Service Discount Loan and Finance Options

Unanticipated
Gadgets Such as Audi System Upholstery and Added warranty Customized Options

Cost
Aspect Dimensions

It is an important aspect especially for A1,A2& A3 segment

Car is still considered luxury and brand a status symbol New tech-savvy world desires advanced technology features Looks of car now defines our personality too and with more options consumers are choosy Safety is a growing concern for family vehicles Sturdiness is an attraction especially for SUV sector

Brands

Features
Looks Safety Rough

Approach to Rebranding Process ( Master Brand Position )

The flow is to research on current perception both desired and imposed, then look at all meet points with buyers and Consumers and No personal attachment , Doesnt appeal

Sturdy but not Durable

Jobs to be Done

Low Resale Value Not need needs and dont want to be seen using

then alter the unwanted or

outrageous factors with new delights so as to connect with young and women without loosing other segments

Masculine Products and Not Stylish

Consumer Perception

Identify Factors Shaping these perceptions Step Wise Improving Service and also Marketing as a rebranded initiative Prioritizing the changes Category wise Focusing on Customer and advertisements and all showing this feature

Refer Appendix 4

Negating Consumer Outrage and Increasing Delight

Discriminatory factor Basic & expected factors

Consumer Outrage: These are qualifiers or basic factors which when not met consumers get extremely unsatisfied Consumer Delight :These are like bonuses for a consumer. A small presence will give him delight and can be order buyer

Interiors
Durability

Luxurious
Style & Looks

Basic Factors
Resale Value

Change Process

Durable

Basic Factors
Higher Returns

Trendy

Truck Mfg..

Car Mfg..

Modernization and urbanization has led to cultural shift where looks are highly emphasized. Tata needs to cash this opportunity. Basic requirement meeting is a strength of Tata, but a perception seems to held that it needs to build on discriminatory factors such as different and revolutionary exterior and luxurious interior along with advanced features and gadgets

360 Consumer Experience Appraisal

After Sales Advertisement

Associate with style and status Healthy & Active CRM* Focus on cool & ad-reline raising Availability of spares More Visuality Incentivise people to use an authorized Design games & mobile applications centre by giving rewards Focus on resale value Brand Ambassador(BA): Youth Role Model Membership offers
At individual level we have to identify B.A who can suit each car also maintaining the overall image associated with the car . The Tata Motors as a whole can associate with an identity to make brand recall easier

Events & Races

Promote/ organize more youth oriented races Sponsor youth oriented/ lifestyle shows Sponsoring of corporate events so as to target upper- class earning employees

Other Displays
More visuals in malls Interactive publicity like live games Display through movies Trendy billboard

*CRM: customer relationship management

Building the Brand Architecture

Hatchbacks Sedans Crossover Utility Vehicles Sports Utility Vehicles
For Consumers needing Higher Performance with Standard Features and Ruggedness For Consumers who want to convey an adventurer, sporty and macho image

Core Target

Affordable Compact car for family users

For Power Performance and Style Seeking Consumer

For style, performance & Strength Image seeking Consumers

Benefits Low Cost of

Ownership , Family Car , Spacious and Fuel Economy.

Refreshing looks, smooth sailing driving experience, performance and value for money

High power and performance, better suspension , spacious , well designed exteriors and interiors

Comfort Embedded with Power and New Style and a smooth driving experience.

Studded with all Comfort Features and high power thereby a Premium SUV.

Building the Brand Architecture

Hatchbacks Sedans Crossover Utility Vehicles Cash Cow Sports Utility Vehicles Head on Challenger

Role in Portfolio Model Segment

Endorser Brand Economy Hatchback

Flanker Brand Premium Sedan

Strategic Brand

Premium, Stylish, Economy, SUV Sporty, SUV Stylish, SUV

Brand Identity

Designed For You

Simply a Class Apart

Performance Redefined in Style

Make your own Road

Unveil the Power

Refer Annexure 2- TM Brand Structure

Tools and their Implementation Strategy

Target exclusive malls for tapping upper-class to target A4,A5&A6 consumer Hold more/ exclusive auto fares to display TMs new trend vehicles Hold quizzes through TV & online media Have mobile publicity in places like Chandigarh ,Delhi, Mumbai so as to increase visibility Online advertisement via social networking sites Advertisement in TV Serials , Cricket Matches thereby Attracting Youngsters and Women . Adds in national newspaper focusing on TM features & connecting to consumers touch points such as thrill & style

PROMOTION

ADVERTISING

VISUAL IDENTITY

More stylish logo so as to integrate style & thrill A glamorous brand ambassador with whom target segment can signify itself with. Focus on trendy exteriors so as give it a feel of sedan

RETAIL DESIGN

Modernize the showrooms Introduce hi-tech gadgets such as Leds and touch screen for consumers to help themselves High emphasis on employee friendliness & smoothening of consumers showroom experience

3-year Roadmap
-Strategizing
the new Brand Image -identify Key Areas

-Implement the new plan

nation wide -Each Strategic Point to be Covered -Create Brand Awareness

-the short term results could

be seen in brand recall and added identification with the brand

-High sales Volume

-Improved CSI and SSI index -More Believe in the TATA brand

2016

-Revamp the Communication Strategy -Brand Ambassadors region Wise -Promotion unveiling before the Consumers

-Focus on Customer
relationship and Customer Involvement -Focus on the Brand Communication and how Tata Motors have Changed

-The public will respond to the increase vigor ,freshness and the New Tata Motors -Making long term relationship by providing them higher resale value and also strengthen ties beyond the sell

Appendix 1
Tata Motors Passenger
The Opport unist 10% Ends Seekers 20% Comfor t Seekers 30% Group The Oppor tunist Comf ort Seeke r Value Seeke r Ends Seeke r Tata Motors Land Rover , Jaguar Maruti Suzuki Kizashi, Grand Vitara Honda Civic ,Accord CRV Jazz, City Hyunda i Elatra,S onata,S anta Fe I20 ,Verna Toyota
Camry ,Prius,LC Prado ,Land Cruiser

Manza Ritz, ,Aria,Sa ,SX4,De fari sire Storme Ertiga

Alto Vista,In digo CS K10,Estil ,Xenon, o,Wagon ,Astar,S Safari

Innova ,altis ,Fortun er Etios Liva ,Etios

Value Seekers 40%

Brio

wift

Santro Xing , i10 , Accent Eon

Passenger Sector Wise Different Company Offerings

Nano, Maruti Indica 800,Alt ,Ventur o,Omni, e,Sumo Gypsy,E Gold eco

Appendix 2
Tata Motors Changing the way India Drive
Sedans Simply a Class Apart Utility Vehicles Hatchbacks
Designed for You Make Your Own Road

Sports Utility Vehicles(SU V)

Unveil the Power

Crossovers
Performance Redefined in Style Manza Venture Sumo Gold Indigo CS

Nano Vista

Aria Safari Storme Grande Mkii

Appendix 3
Service Initiation Deal Service Advisor Service Quality Delivery Process Delivery Timing

Paperwork Service Facility Vehicle Pick Up and Drop Facility Dealer Facility Sales Initiation

Sales Person

Factors on Which Customer Satisfaction Index ( CSI ) Depends Upon

Factors on Which Sales Satisfaction index ( SSI ) Depends Upon

Appendix 4

References
www.tatamotors.com https://wikipedia/tatamotors http://autos.jdpower.com/content/press-release/SDMUl2O/2012-india-sales-satisfactionindex-ssi-study.htm http://www.marketingprofs.com/articles/2012/9758/seven-lessons-rebranding-learned-aroad-map-from-a-newly-merged-company http://www.facebook.com/l.php?u=http%3A%2F%2Fpremium.docstoc.com%2Fvideo%2F102 008387%2FBrand-architecture-Phases-of-Strategic-Brand-Development&h=rAQHy02TT http://www.managementparadise.com/knt.nallasamygounder/documents/4859/brandarchitecture-of-hyundai-motors/ Marketing for Dummies ICRA report on the automobile Sector in India http://bilaras.hubpages.com/hub/DEVELOPING-YOUR-ADVERTISING-PLAN http://www.mycarhelpline.com/index.php?option=com_latestnews&view=detail&n_id=235 &Itemid=10 http://www.gaadi.com/popular-MUV-segment-cars-in-india http://indianautosblog.com/wp-content/uploads/2011/04/Indian_SUV_Comparo.jpg

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