CHRIST - DEEMED TO BE UNIVERSITY

DIGITAL MARKETING CIA-1A

NAME: - SHREY D
REG NO.: - 21111347
 TATA NEU

The Tata Group created the multifunctional super-app known as Tata Neu in India. It is the
first super-app in the nation. The app was released at the same time as a 2022 Indian Premier
League game.

On April 7, 2022, Tata Neu was released, and during that time the servers were crowded.
Sales fell short of Tata Digital's US$200 million goals. According to reports, Tata Group
provided up to US$2 billion in cash to Tata Digital for the Tata Neu app and other initiatives.
Nearly 11 million people had downloaded the app by May's end, but few people were using it
because of frequent bugs and slow response times.

As complaints about the app's high bug count and slow user experience persisted, news broke
that Tata Neu's CTO had left the company in the previous four months, and the app had come
under fire for sharing consumer data with other businesses. Mukesh Bansal, the CEO of Tata
Digital and head of operations for Tata Neu, left his position in January 2023, handing up
responsibility for all business decisions to Pratik Pal, the CEO of Tata Digital. Additional
reports about Tata Neu missing the first year GMV by as much as 50% soon surfaced.
According to internal predictions, the business expects GMV to be $4 billion US by March
2023 as opposed to the predicted US$8 billion (which was reduced from US$10 billion).
 VARIOUS DIGITAL MARKETING ACTIVITIES
CARRIED OUT BY TATA NEU
Unique value proposition:

Tata Neu is likely to have a distinctive value proposition (UVP) that distinguishes it from
rivals. This could involve special offerings in terms of content, cost, or features.

Target Audience:

It's important to recognise and comprehend the precise target market for Tata Neu. The
preferences and needs of this demographic should be taken into consideration when
developing digital marketing strategy.

Brand identity:

For recognition and trust-building, it's crucial to have a strong and consistent brand identity.
Making a distinctive logo, colour scheme, and brand messaging are all part of this.

material marketing:

Creating excellent, educational, and interesting material is crucial for drawing in and keeping
users. Content can contain articles from blogs, movies, instructions, and more.

Search engine optimisation (SEO):

can increase organic traffic and visibility by ensuring that the Tata Neu website and content
rank well for pertinent keywords.
Social Media Engagement:

Social media accounts that are lively and interesting might aid in creating a community for
Tata Neu. Brand exposure can be increased by consistent posting, user engagement, and
influencer collaborations.

Email marketing:

Building an email list and launching focused email campaigns may alert users about updates,
special offers, and tailored recommendations.

User Experience (UX):

For Tata Neu's digital platform to be successful and retain customers, it must have an
intuitive and user-friendly interface.

Data Analytics:

Tracking user behaviour, engagement indicators, and conversion rates can help Tata Neu
fine-tune its marketing tactics.

Mobile optimization:

Due to the prevalence of smartphones and tablets among customers who access digital
services, it is crucial that Tata Neu's online presence is mobile-optimized.

Collaborations and Partnerships:

By exploring collaborations with other companies or content producers, Tata Neu can reach a
wider audience and provide consumers with more benefits.
Feedback & Continuous Improvement:

A better product and more customer satisfaction might result from paying attention to user
feedback and implementing incremental modifications based on their suggestions.

Legal and Compliance:

It is essential to make that Tata Neu complies with all applicable laws, particularly those that
relate to data security and privacy.

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