PowerPoint Presentation

TATA Indica:Slogans that capture the Imagination of ConsumersTATA Indica:More Car Per CarAditya Bagda (PGP31005)Section A

Under the guidance of Prof. Sameer Mathur

1

leading global automobile manufacturer of cars, utility vehicles, buses, trucks and defence vehiclesIt is the worlds 5th-largest motor vehiclemanufacturing company, 4th-largest truck manufacturer, and 2nd-largest bus manufacturer by volumeTata Motors is among the top four passenger vehicle brands in India and is the third-largest sales and service networkTata has dealerships in 26 countries across 4 continents

Mergers & Acquisitions

Major AcquisitionsBritish premium car maker Jaguar Land RoverSouth Korean commercial vehicle manufacturer Daewoo

Joint VenturesJoint venture with bus-manufacturer- Marcopolo(S.A.)Joint venture with construction-equipment manufacturer- HitachiVenture with Fiat Chrysler

Only Major brand Flagship model, dominated the market for a decadeNo brand threatening HM Ambassador & Premier Padmini only 2 choicesFord, Opel, Daewoo and Mitshubhi at premier end

6

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:Space of HM AmbassadorShape of Maruti Suzuki zenOperating efficiency of Maruti 800

Powerful Diesel EngineProvidingGood AverageGreat Power

Low maintenance cost

Unmatched Safety and proving safe & Sturdy

Unparalleled interior space with great comfort Great ErgonomicsThe car offered several first class features

8

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

10

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

12

Help build Brand Awareness byplaying with the brand nameExplicitly making strong link between brand & product category

Help reinforce Brand Positioning

Become taglines to summarize the product description and helping in developing advertisement campaigns

Designing Slogans

Powerful slogans contribute to Brand Equity

Help build both Brand Awareness and Image

Can carry product related messages and other meanings

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

ADVERTISEMENT MEDIUMTelevisionPrint MediaYouTube

Print Media

Roadside Hoardings

Television Advertisements

19

SummaryTata Motors IntroductionSlogan Development for Tata IndicaTata Indica Launch Purpose of SlogansAdvertisements for Tata Indica in different mediums14253

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 LucknowDISCLAIMER