Presentation on

marketing strategies of
Kia Motors
Tata Motors And Kia Motors
Tata Motors :- Introduction

 Tata Motors Limited is an Indian multinational automotive manufacturing

company .
 Headquartered in Mumbai , India.
 Member of TATA Group.
 Founded in 1945.
 The company is ranked 226th on the Fortune Global 500 list of the world’s
biggest corporations as of 2018.
It’s Products Include:-

 Passengers cars,
 Trucks,
 Vans,
 Buses
 Sports cars,
 Military vehicles
Marketing Strategies adopted by Tata Motors

 Segmentation, targeting, positioning in the Marketing strategy of Tata Motors

• Tata Motors does not follow a single marketing approach or formula but it
believes that all members of the community should be served.
• It targets anyone above 4 Lakh p.a. salary, millennial employed as
professionals, managers and all those looking to switch from 2-wheeler to 4-
wheeler.
• Tata Motors offers products such as Tata ACE a mini truck mainly used for
agriculture transport purpose , Tata nano for the middle class , Tata Indica and
indigo for commercial purposes and Jaguar in the high class segment thus
creating the image that there is something for everyone in its huge line of
offerings .
 Competitive advantage in the Marketing strategy of Tata Motors –

 Based in India serves as a huge competition for the company as it offers the
brand low-cost labour base with the help which company not only targets the
Indian market but also other emerging markets with a huge range of
economical segment vehicles

 Distribution strategy in the Marketing strategy of Tata Motors –

• With 576 car dealers across 424 cities in India , Tata Motors holds a robust
dealers network in the country through it sells more than 56000 in the month of
July.

 Brand equity in the Marketing strategy of Tata Motors –

• TATA aims to fulfil the emerging needs of the automobile industry by coming up
with a new range of products.
 Competitive analysis in the Marketing strategy of Tata Motors –

• With the Indian automotive market being overcrowded with a lot of national and
international players following a red ocean strategy. Companies like Hyundai ,
Fiat ,Maruti Suzuki , Toyota and Honda are giving a stiff competition to the
brand with everyone each other’s market share .

 Market analysis in the Marketing strategy of Tata Motors –

• With a market share of 44% in commercial vehicles segment in a 2017-2018

brand is a market leader in the sector.
Kia Motors :- Introduction

 Kia Motors is a car company .The headquarters are in Seoul , South Korea.

 It is the second-largest automobile Manufacturer in that country, after Hyundai

Motor Company.

 Kia sold of over 1.4 million vehicles in 2010.

 The company is partly owned by the Hyundai Motor Group.

 Founded in 1944.
It’s Products Include:-

 Automobiles :-
• Luxury Cars
• Commercial vehicles
• Passenger Cars
• SUVs and Vans
• Hybrid electric vehicles
Marketing Strategies of kia Motors

 Kia Motors Marketing Mix (4p’s) Strategy

PRODUCT
• Kia Motors has been building its brand on quality and design and advantage of
the 10 year warranty period at affordable prices. Kia also tries to build upon the
overall ride quality and experience by using innovation and R&D centres.
PRICE
• Kia Motors follows a competitive pricing strategy in its marketing mix when it
had been in South Korea.
PLACE
• Kia Motors has got a network of around 4000 dealers globally which serve to
the 170+ countries. This has helped in gaining sales in excess of 3 million units.
PROMOTION

• Kia Motors has a strong advertising and marketing policy. Kia has gained
recently recognition because of its association with various major sports events
happening around the globe in its marketing mix promotional strategy

 Worldwide, Kia has a clear product identity of being stylish, dynamic and smart.
They are known for their stylish design and good quality that appeal to the
young at heart. They will be leveraging these strengths to establish themselves
as a trend leader and innovative brand in India with a young and vibrant spirit.
Their high-tech and stylish cars will occupy a premium positioning in India,
which will be differentiated from the positioning of our competitors.
 The Indian market is growing rapidly and is forecast to be the world’s third
largest market shortly. The idea behind setting up a plant here is to produce 3
lakh cars per annum for the domestic market. This will enable us to be one of
the top players in India

 Kia’s India debut at the Auto Expo created a lot of curiosity about the brand. We
are building awareness through our experiential car drives and marketing
campaigns.

 Kia already have competitive hybrid, plug-in hybrid, battery electric and fuel cell
electric vehicle technologies. We are already selling electric and PHEVs in
advanced markets such as Europe and America. Globally, Kia will continue to
expand its range of environment-friendly cars in the coming years.