These slides are prepared by Aditya Bagda during the Brand Management course under Prof. Sameer Mathur. IIM Lucknow.

1. TATA Indica:
Slogans that capture the Imagination of Consumers
TATA Indica:
More Car Per Car
Aditya Bagda (PGP31005)
Section A
Under the guidance of Prof. Sameer Mathur

3. • leading global automobile manufacturer of cars, utility vehicles, buses, trucks and defence vehicles
• It is the world’s 5th-largest motor vehicle manufacturing company, 4th-largest truck manufacturer,
and 2nd-largest bus manufacturer by volume
• Tata Motors is among the top four passenger vehicle brands in India and is the third-largest sales
and service network
• Tata has dealerships in 26 countries across 4 continents

4. Mergers & Acquisitions

5. Major Acquisitions
• British premium car maker Jaguar Land Rover
• South Korean commercial vehicle manufacturer Daewoo
Joint Ventures
• Joint venture with bus-manufacturer- Marcopolo(S.A.)
• Joint venture with construction-equipment manufacturer- Hitachi
• Venture with Fiat Chrysler

6. • Only Major brand
• Flagship model, dominated the market for a decade
• No brand threatening
• HM Ambassador & Premier Padmini only 2 choices
• Ford, Opel, Daewoo and Mitshubhi at premier end

7. • Tata unveiled its first small car, Tata Indica, at the AutoExpo in December
1998
• Presented the car as a combination of the best of features of its
competitors:
1. Space of HM Ambassador
2. Shape of Maruti Suzuki zen
3. Operating efficiency of Maruti 800

8. • Powerful Diesel
Engine
Providing
1. Good Average
2. Great Power
• Low
maintenance
cost
• Unmatched
Safety and
proving safe &
Sturdy
• Unparalleled
interior space
with great
comfort
• Great
Ergonomics
The car offered several first class features

9. But still there was a big requirement to make it a
big success
For this it was required to present the car in a way
that would spell value in an aspirational manner
And thus “More Car Per Car” was born

12. But what is the purpose of having and designing the
slogans?

13. • Help build Brand Awareness by
1. playing with the brand name
2. Explicitly making strong link between brand & product
category
• Help reinforce Brand Positioning
• Become taglines to summarize the product description and
helping in developing advertisement campaigns

14. Designing Slogans
• Powerful slogans contribute to Brand Equity
• Help build both Brand Awareness and Image
• Can carry product related messages and other meanings

15. Difficult to introduce new slogans because of strong
link with old ones
Therefore sometimes modifying an existing slogan is
more fruitful than introducing a new one

16. ADVERTISEMENT MEDIUMTelevision
Print
Media
YouTube

17. Print Media

18. Roadside Hoardings

19. Television Advertisements

20. Summary
Tata Motors
Introduction
Slogan
Development for
Tata Indica
Tata Indica Launch
Purpose of Slogans
Advertisements for
Tata Indica in
different mediums
1
4
2
5
3

21. Created by Aditya Bagda during Brand Management course of
II Year of PGP taken
by Prof. Sameer Mathur, IIM Lucknow
(See www.IIMInternship.com)
Prof. Sameer Mathur,
IIM Lucknow
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