TATA

MOTORS

MARKETING MANAGEMENT PROJECT

Made By : Your Name

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 PRODUCT
Product Mix

Tata Motors is one of the India’s biggest automobile manufacturing company with a
diverse portfolio. The company operates in commercial vehicle, passenger vehicle,
electric vehicle segments. It also caters to defence and homeland security segment. The
company is known to produce best in class vehicles that provide that provides reliability,
high quality, and efficiency.

“We innovate mobility solutions with passion to

enhance the quality of life.” – Mission of Tata Motors

TATA MOTORS

Defence
Commercial Passenger Electric
Vehicles Vehicles Vehicles

 Cargo  Cars – Sedan and

Transportation - Hatchbacks
Trucks, Tippers,  Utility Vehicle.
Construcks ,
tractors, trailers
and other fully
built appliances.
 Passenger
Transportation –
Vans, Buses and
coaches. 2
 COMMERCIAL VEHICLE

Medium High Intermediate &

Commercial
Commercial Light Commercial Pick up
Passenger Vehicle
Vehicle Vehicle

Small Commercial Vehicle

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PASSENGER VEHICLES

ELECTRIC VEHICLE
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 PRICING
Pricing plays an imperative role in the automobile sector as the goods in contention
involves shelling out a lot of money from the pockets of the consumers. Therefore, the
decision involves a lot of logical, practical thinking and the purchasing power of the
consumers in one main criteria of decision making.
Tata motors have always worked on pricing strategy which focuses on a devising a price
that works for all the segments in the market. Usually, the pricing strategy adopted by
Tata motors is an aggressive penetration pricing strategy. Tata Motors aims to keep the
prices in a mid-bracket so that it can capture a good market share. Tata Motors
successfully implemented Low - Cost Strategy which provided value for its customer
money. The company runs variety of promotional discounts on an off and on basis in
order to attract customers.

QUALITY

LOW HIGH

LOW

PRICE ECONOMY PENETRATION

HIGH

SKIMMIMNG PREMIUM

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 PORTFOLIO BUYER
MODEL PRICE RANGE
SHARE SEGMENT

LOW – MILD 4.70 Lac – 7.00 Lac

RANGE

TIAGO

MILD RANGE 6.9 Lac – 12 Lac

NEXON

LOW MILD RANGE 5.39 Lac – 7.49 Lac

TIGOR

LOW MILD RANGE 5.44 Lac – 8.95 Lac

ALTROZ

13.84 Lac – 20.30

PREMIUM
Lac

HARRIER

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 BCG MATRIX

RELATIVE MARKET SHARE

HIGH LOW

HIGH

HARRIER
NEXON
ALTROZ

MARKET GROWTH

LOW TIAGO TIGOR

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 DISTRIBUTION STRATEGY
Tata Motors has the third largest sales and service network in the country.It has
adopted various methods for the distribution of it’s vehicles,including
partnership with various distributors throughout nation and ensuring availability
of spare parts and accessories in all it’s service centres. Tata Motors has a wide
distribution network established throughout India,and even provides the facility
of experiencing the launch presentations of it’s new vehicles even before they
are made available in the market through various exhibitions like auto expo . To
purchase self-defense vehicles, Tata Motors has set up regional offices in West
Bengal, Maharashtra, Delhi and Karnataka.
Channels of distribution: Tata motors generally adopts the dealership method of
distribution for it’s vehicles in which the dealer purchases the products from the
Company at a pre-decided price in which the MRP on which it is sold to the final
customer is fixed by the company and the dealer gets a profit within these
prices.The company hold a wide network of dealers throughout the country for
it’s commercial and passenger vehicles.Apart from this Tata Motors also engages
in contracts with the Government of India and supplies both private and
commercial vehicles to them.
Physical distribution: The commercial and Passenger vehicles are manufactured
at plants located in various cities including:Jamshedpur,Lucknow,Pantnagar and
Pune.The finished products are transported from the plant to the various
dealerships which are strategically located in the potential target markets to
ensure timely delivery of products.The nation-wide sales,services and
dealerships comprise over 2,000 touch points.

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 MARKETING COMMUNICATION
STRATEGY
Tata Motors has been known to have an aggressive marketing strategy. To endorse its
passenger vehicles globally, Tata Motors declared Lionel Messi as their brand
Ambassador. It also signed film celebrities as brand ambassadors for its commercial
vehicle business for example when the company launched the Tata Ace Gold variant,
the ad campaign supporting it was about celebrating the “spirit of entrepreneurship.”
Tata Intra’s brand campaign takes the idea a few steps forward with its line ‘Badle Soch,
Badle Zindagi’. This campaign featured Actor, Akshay Kumar and it used platforms like
Indian Premier League and Pro Kabaddi League for its advertisements. The company
offer discounts to its customers as part of festival offers in India hence developing
interest among consumers. The promotional strategy in the marketing mix of Tata
Motors is carried out in the form of TV, Newspapers, and electronic media. Tata Motors
leverages Social media marketing campaigns as last year it launched a new campaign
called “Her Key”, the campaign strives to get more women to be independent. When
one buys a car, they get two keys. The campaign repositioned the spare key as Her Key.
Her Key is a symbol designed to empower more women to drive and bring equality and
freedom to the roads. Such simplest of ideas have the most profound impact on
customers. Tata Motors revealed the most special and their biggest dream, the People’s
Car, Tata Nano. The car was within the reach of thousands of families who belonged to
middle-class/ lower middle class at a price of Rs.100,000. Tata Motors is very highly
interested in humanizing the superiority of life of people by working on four important
areas – employability, education, health and environment. Such endeavours touch the
lives of more than a million citizens.
COVID COMMUNICATION STRATEGIES
The current pandemic has challenged individuals and businesses across the world
which has led to the emergence of a 'new normal'. As consumers spend more time at
home, the company focused more on accelerating conversations on social media
platforms. Tata motors tried to engage its audience during these times for example Tata
Motors ran a campaign, advising their newest customers on Nexon EV Care Tips and

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the precaution s they should take while keeping their newly acquired Nexon EVs in
good condition, during the lockdown. Since the lockdown was announced, its business
units have been actively engaging with the customers on various platforms. For
instance, call centre executives, product specialists and dealer staff constantly engage
with potential buyers through phone calls, WhatsApp video calls, messages and emails
to provide them with essential information during these times. They have launched
Click to Drive, which is an end-to-end digital sales initiative, that has taken our entire
passenger vehicle product sales online. This initiative helps customers buy cars from
the safety and comfort of their homes. It also promised to offer home delivery for its
customers.
They are also providing customers with attractive, limited period offers on their
purchases in addition to facilitating up to 100% on road funding on our entire range of
cars and SUVs. Customers can also take advantage of the long tenure EMI schemes to
offer additional convenience and enhance benefits. Additionally, to thank and support
the brave COVID frontline warriors (doctors, healthcare professionals and police), they
have launched special offers. The Tata brand is considered a trusted brand hence it uses
the same to tap on the customers.
To recognise the efforts of truck drivers and acknowledging their role on the frontline
of the Covid-19 pandemic, Tata Motors has launched a #ThankYouIndianTruckers
campaign. Through this campaign, Tata Motors aims to uplift the morale of the truck
drivers. Tata Motors has also been providing various facilities across the country for the
truck drivers through its dealerships, workshops and Saarthi Aaram Kendras, while also
engaging with the ones that are on highways by offering free food, sanitisers and
masks.
To bring the human aspect of the brand across the channels of communication their
aim has always been to communicate that they are constantly available for their
customers.

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 COMPETITOR ANALYSIS
1 – HIGHEST RANKING FOLLOWED BY 6 – LOWEST RANKING

PARTICULARS TATA HYUNDAI MAHINDRA RENAULT HONDA MARUTI

MOTORS

DURABILTY 3 2 4 6 1 5

PRODUCT
4 2 5 6 1 3
DESIGN

COMFORT 3 4 5 6 1 2

INNOVATION 4 2 5 6 1 3

CUSTOMER
5 3 4 6 2 1
ORIENTATION

COUNTRY OF
2 5 1 6 4 3
ORIGIN

SOCIETAL
1 4 3 6 5 2
BENEFIT

FUEL
2 3 4 5 6 1
ECONOMY

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VALUE FOR
4 3 5 6 2 1
MONEY

AFTER SALES
4 3 5 6 1 2
SERVICE

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QUESTIONNAIRE ANALYSIS

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RECOMMENDATIONS

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