PowerPoint Presentation
Tata Indica-More car per car
Tata products-
Tata Indica-
TheTata Indicais asuperminicar produced by the Indian
manufacturerTata Motorssince 1998. It is the first passenger car
from Tata Motors and it is also considered India's first
indigenously developed passenger car.
How far it has driven-
Brand elements-Brand name- Tatas brand Car was named indica
which stand for Indias car so thats a meaningful name.URL-Indica
does not have a separate URL as it falls under the Tata motors
product category so one can visit it by visiting Tata motors
website http://www.tatamotors.com/product/indica/
Brand elements-Logo- The logo adorns the trademark logo of Tata
motors and as the model of each car changes the logo has the model
name added to the traditional logo.
Brand elements-Slogan and Jingle-Tata Indica has a famous
sloganMore car per carDifferent slogans have also come but it
stayedAnd there is no such memorable jingle of Tata indica
Brand elements-Character and packaging- In both these cases, no
different work is done. Tata Indica does not have any character
made for it and also it never felt the need of making one.As for
packaging, it is not required. The car body itself is appealing and
stands out.
So, we have looked into the brand elements of Tata Indica. Also,
we have understood that how they make use of different element
More car per car- Lets check this slogans mileage
1.Memorability-The slogan is short, crisp and conveys the value
is stands for. Four strong words are making it memorable.
2.Meaningfulness- More car per carIt actually means that in ne
car you are getting the feel and advantages f more than one car.
And this actually creates a positive feel for the brand. It is a
great use of words to convey what the brand stands for.
3.Likeability-The slogan has instant likeability. Indian market
has always been interested in getting the more out of one product.
And any customer would be more than happy to have get the
advantages of more than one car in the price of one car.
4.TransferabilityAs the Tata Motors deal in the car market, this
slogan can be transferred to any car.But the restrictions come when
it has to be transferred to other products.The word car is used in
it so it gets limited to cars only.
5. Adaptability-This slogan can be updates or changed as need
arrives. But even with the changing times it is still relevant in
market.
The slogan is property of Tata motors and thus is protected.
Television Advertisement-
Analysis Print ad and TV ads-Tata motors have been very
innovative while coming up with the ads and creating a buzz among
the customers.As you can see, by using the print ads they are
trying to highlight their offering. the end of small cars actually
conveys the meaning of Indica being a spacious car.In the TV ad,
they have used a liar who boasts about whatever he talks. In the
case of Indica also he boasts but all the feature which he lie bout
turns out to be true.So by using these, Indica is trying to
position itself as a efficient, spacious car and having all the
good features which one can think of.
Journey till nowStarted with Tata MotorsLooked into its
ProductsThen entered Tata IndicaSeen its product offering and how
it has come so far Then we drove through different brand elements
of Tata IndicaWe also went past the Slogan of IndicaChecked its
mileageThen seen different ads and how impactful they areNow, we
have reached the end.
These slides were prepared as a part of the course Brand
Management taught by Prof. Sameer Mathur at IIM LucknowMarketing
Professor 2009 2013 Ph.D. and M.S. (Marketing) 2003 2009
Marketing Professor 2013 PresentIndian Institute of Management,
LucknowDISCLAIMER
PGDM Student 2015 - 2017Indian Institute of Management,
LucknowProf. Sameer MathurSamridhi Ramawat
21
