project on tata indics

1. TATA INDICA

2. Agenda Introduction Tata Group STP Ansoff’s Model SWOT Analysis 4 Ps Recommendation

3. Indian Car Market The key market players are : Maruti Udyog Ltd.,Hyundai Motor India Ltd.,Tata Motors Ltd ., Mahindra & Mahindra and Toyota Domestic Market share of passenger cars for 2008-09 :

4. TATA Group It is a multinational conglomerate based in Mumbai, India Largest pvt. corporate group in India and has been recognized as one of the most respected companies in the world Tata Motors Limited is India's largest automobile company, with consolidated revenues of Rs.70,938.85 crores (USD 14 billion) in 2008-09. Leader in commercial vehicles in each segment, and among the top three in passenger vehicles

5. STP Segmentation Personal car segment - Individual/home segment Tour operator segment Cab service for IT/ITES companies

6. STP (cont..) Targeting The brand is targeting families which are in the upper middle class. Aiming to take benefit of consumer up-gradations from lower-end cars Cab operators

7. STP (cont..) Positioning Indica was marketed with slogans like "The Big... Small Car" and "More car per car," the ad campaign focused on roomy interiors. Indica is positioned as affordable car. As the First passenger car developed in India. As a cab

8. Ansoff’s model Market penetration strategy Attract competitor’s customer: Launch “India’s first” campaign against competitors. Highlight “value for money”. Good and wide spread service network. Convert non user into user: Special schemes for youth and middle income group like zero down payments, low interest rate or a lower EMI.

9. Ansoff’s model Market development Geographically: Launch in major emerging economies like Brazil, Russia, etc. Product development Quality improvement: Improve power and pick up. Better and comfortable interiors.

10. Ansoff’s model New product development: Develop LPG and CNG versions for petrol versions. New technologies like hybrid and electric versions. Feature addition: Smart security system . GPS. Parking assistant. Rear wash wipers.

11. Ansoff’s model Product line extension: Launch new model with more boot space and leg room. Diversification Car insurance. Car finance. Consultancy services on R&D.

12. Ansoff’s model Integrative Growth Forward integration: Open its exclusive showrooms and dealerships. Backward integration: Entering manufacturing of key auto ancillaries. Horizontal integration: May acquire automobile R&D firm. Overseas acquisition.

13. SWOT Analysis Strengths: Large distribution network Vast experience Good mileage After sales service Sturdy body “TATA” brand name

14. SWOT Analysis Weakness: It doesn’t have an attractive look as compared to other hatchbacks in the market. Crude interiors

15. SWOT Analysis Opportunities: High growth rate of premium hatchback segment. Threats: Heavy competition Increasing price of fuel

16. . 4Ps Product: Price : Promotion: Indica was marketed with slogans like "The Big... Small Car" and "More car per car," the ad campaign focused on roomy interiors. Place: The company had a presence at over 2,000 locations in India, including after-sales and vehicle servicing outlets.

17. Recommendations Improve features ( interiors, exteriors) and power Develop new technologies like electric and hybrid models Provide different offers and schemes for increasing demand( low interest finance, festive offers) Launch in various emerging economies. Setting up used car sale centers. Provide attractive exchange offers to present customers to upgrade to new models.

18. Thank you !!