BRAND AUDIT ON TATA MOTORS

BRAND AUDIT ON
TATA MOTORS
Prepared By-
Shreyash Falke
Amity University
Noida

Introduction
Company Profile
• Multinational automotive manufacturing company headquartered in Mumbai,
Maharashtra, India and a subsidiary of the Tata Group.
• Currently India’s largest automobile company, with consolidated revenues of INR 2,
32,834 crores (USD 38.9 billion) in 2013-14.
• Products include passenger cars, trucks, vans, coaches, buses, construction
equipment and military vehicles.
• Presence cuts across the length and breadth of India with around 60,000
employees.
• Over 8 million Tata vehicles ply on Indian roads.
• Through subsidiaries and associate companies, Tata Motors has operations in the
UK, South Korea, Thailand, South Africa and Indonesia. Among them is Jaguar Land
Rover, acquired in 2008.
• Presence in UK, South Korea, Thailand, South Africa and Indonesia.

Indian Automobile Industry
• India's passenger car and commercial vehicle manufacturing industry is the sixth
largest in the world, with an annual production of more than 3.9 million units.
• India is home to 40 million passenger vehicles.
• Major players: Ford, Suzuki, GM, Honda, Toyota and TATA.
• Maruki Suzuki is the largest passenger vehicle company in India.
• TATA Motors is the largest commercial vehicle company in India.
• A fall in interest rates and stable fuel prices are expected to create an
environment conducive for growth in this industry.

Brand Elements
• Brand Name: TATA Motors
• Brand URL: www.tatamotors.com
• Brand Slogan: “more dreams in every car”
• Brand Logo:

Analysis of Brand Elements
 Memorable, meaningful
(no connotation, based on the name of founder)
 Transferable
(across diverse fields)
 Protectable
(under the trademark of TATA)
 Likability
(simple one with just 2 syllables)
 Visually Appealing
(logo has just a T engraved in a blue background)

Analysis Contd.
 Brand as such does not have any slogan or tagline for it.
 Tagline and Slogan changes with any product.
eg. TATA Indigo: Spoil Yourself
TATA Safari: Make your own road
TATA Nano: The People’s Car
 It does not have one specific celebrity endorsing the whole brand as such.
 They follow a Sub Branding Strategy.
(each sub brand carries the TATA tag but has altered brand elements to suit the
uniqueness of that product category and is marketed individually.

Sources of brand equity
• TATA motors as an Indian automotive giant has a very large fan base and
high level of awareness amongst Indian consumers.
• High Reputation of brand from decades.
• This is attributed to a lot of factors which are strong, favorable and unique
brand associations.
Brand Awareness
• Among world's most-valued brands
• Known in every Indian home.
• Thought as people’s product.

Brand Identity
• Remains as a brand with moral values, which is committed more towards its
customers more than anything else.
• Tata works with apperception that the brands are the front office and they
need to be very different in their looks and identity.
• Tata Group has always been known for its ethics and values.
• They value ‘the great Indian middle class’ which is the backbone o Indian
economy.
Brand Vision
• To be most admired by their customers, employees and business partners
for the experience and value they share with the brand.

Brand Culture
• Accountability
• Customer & Product Focus
• Excellence
• Speed
Brand Personality
• Integrity, values, ethics and quality.
• Perceived as a fighter and a winner.

Perceptual map of TATA Motors in India

TATA’s Commercial Vehicle Market Share in
India

TATA’s Passenger Vehicle Market Share in
India

Tata Motor’s Current Targeting and
Segmentation
Market People who want to travel
Target Market People who want 4 wheeler at an affordable price.
Segment Geographic: City & outskirts
Demographic: Income(low, middle, high)
Lifestyle: Family, Personal use
Target Segment Cities (normal and metropolitan)
Low and middle income groups
Families, Bachelors
Customer Low and middle income families who want to upgrade
from 2 wheeler to 4 wheeler automobiles
Youth who prefers young, innovative and trendy vehicles
with good safety features at low cost.

Tata Motor’s Current Positioning:
Currently Tata Motors has positioned itself as “an automobile company
with affordable prices on which you can rely for its product
performance, ethics & morality.”

TATA’s Brand Extension
Apart from Automobiles TATA has extended its product category to
• FMCG - TATA salt, Tetley, TATA coffee
• DTH - TATA Sky(JV)
• IS and Communication - TCS
• Energy - TATA Power, TATA power Solar
• Engineering - TAL manufacturing solutions, TATA Marcopolo
• Steel - TATA Steel, TATA steel KZN
• Core Sciences - TATA Institute of Fundamental Research

TATA MOTORS BRAND EXTENSION
Product Line Extensions
• TATA Indica - LS,LX
• TATA NANO - STD,CX,LX
• TATA ZEST - XT,XMS,XM,XE(Revotron),XT,XMS,XM,XE(Quadrajet)
• TATA VISTA- LS,LX,VX Tech
• TATA Storme - EX,VX,LX
• TATA Safari - Dicor
• Trucks, Buses
Vertical Brand Extension
• Premium Market Segment - TATA Aria, TATA XENON XT
• Value-Concious Segment - TATA NANO, TATA Indica

Market Penetration
 Introduction of diesel variants in TATA
automobiles.
 Safari Dicor
 Indica Vista
 Indigo Manza
 Starbus, Ace, Winger, Prima
Product Development
 Nano
 OneCat
 Versa
 Essota
Market Development
 Vista, Manza
 Indigo XL
 Indigo CS
 Safari Storme
 Sumo
Diversification
 Indigo Sedan
 Sierra
 Estate
Existing Product New Product
ExistingMarketNewMarket
BCG Matrix Analysis for TATA Motors

Tata Motor’s SWOT Analysis:
Strengths:
• Strong financial condition.
• Profitability
• High amount of foreign investment.
• Current market share and standing in market.
• Number of patents and trademarks.
• Successful new product launch in last 5 years.
• Successful advertising campaigns.
• Joint ventures, strategic alliances, Takeovers and mergers.
Weaknesses:
• Human Resource
• Lack of working capital
• No technical expertise of company
• No control over strategic direction
• Competitive capabilities
• Weak balance sheet
• Excess Debt
• Falling behind in R&D
Opportunities:
• Favorable government policies
• Expanding to new geographic areas
• Expanding product lines
• Increase market share from competitors
• Strategic Alliances
• Openings to extend brand name, image.
• Vertical Integration
Threats:
• Rising material costs
• Restive labor force
• Entrance of new competitors
• Slow market growth
• Inefficient Bureaucracy
• Natural disasters
• Vulnerability to business cycle

Sales trends of TATA’s passenger cars in
last few years

Promotional Function of Tata Motors in Last
few years
Promotional activities are carried out in 2 ways by Tata
ATL (Above the line) Promotions
• It includes: print ads (newspapers, magazines),
• TV, Radio
BTL (Below the line) Promotions
• It includes: exchange fair,
• Rural fair,
• Loan fair,
• Society activities
• Corporate display activities

Some famous promotional activities by
TATA in the recent past
• V-dubs rock promotion
Anyone who buys a vista model or select aria models will get a custom First Act Garage
Master electric guitar.
• ‘Pods Unite’ promotion
People who purchase a tata motor’s sedan car will get an Apple ipod as complimentary
product.
• College Gad Program
College scholarships
• Space Adventures
Tata India launched a countrywide promotion giving a sub-orbital space flight.
• Test drive offers from home
• Podcasting
• ‘GO Slow’ concept for Vista.

Challenges faced by TATA Motors
 Demographic changes and profound shifts in global economic power are
causing massive dynamism in demand.
 Consumer expectations are changing radically.
 Missing effective ATL promotions.
 Lack of design and innovation in products.
 Always perceived as average class brand.
 Foreign automobile companies performing way better in all aspects at
current stage.
 Lack of creative advertising and promotional activities.
 Need of balancing the needs and demands of customers, investors,
regulators, non-governmental Tough competition from other brands.

Recommendations for Future
Tangible
 Tata Motors has an unparalleled network of dealers and service stations
across the country for Medium and Heavy Commercial Vehicles (M and
HCV). Most of these service stations are along inter-city routes. It would
need to replicate this network at intra-city level for its hugely successful
SCV - the Tata ACE.
 Company should look for the right value equation, a full package, and not
a cheap car proposition, for eg. the difference in prices of TATA Nano in its
beginning and now.
 Product portfolio for MUVs should be changed from form a multi-
purpose positioning to a mass customization positioning. Eg. TATA Ace.
 More cars should be introduced in Premium Segment to attract potential
high value customers.

Recommendations Contd.
Intangible
• Social Media should be more used so as to create Online Buzz and
communicate directly with the customers on regular basis.
• From a people's car and the world's cheapest, the TATA Motors should now
position as the smart car company for young achievers.
• As rupee is appreciating, exports will become costly. Hence it is prudent to
open integrated production plants in other countries rather than just
concentrating on exports.
• Differentiate products more through service.
• More packaging innovations, and quality control should be introduced
rather than being a stereotype manufacturer.

BRAND AUDIT ON TATA MOTORS

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