Strategy Marketing Plan for

TATA Nexon EV
 TATA Nexon EV
• EV has caused a shift in transportation plans of the country.

• The government is determined to reduce its carbon footprint by

2030.

• The new entrants in the electric vehicle industry in India

besides Tata include; Hyundai, Mahindra, MG, Mercedes Benz

amongst many others.

• Indian EV market could grow to Rs 500 million by 2025

(Avendus Capital)Constraints: Infrastructure and Battery Costs.

 STP
Segmentation-Targeting-Positioning

Segmentation Positioning
• Demographic- Age 23-35, 35-45,working • Low running and maintenance cost
professional, salary->15lacs, <15lacs • Affordable price
• Geography- Tier1 & Tier2 cities
• Psychography- personality & interest Targeting •
•
Quick charging
Longest distance coverage
• Buyer Type- 1st buy or 2nd buy
• Age- 23-35 years • TATA trust value
• Income- salary>15 lakhs
 Company - Overview of Tata EVs in India

• Cost Focus Strategy & High quality products

• Top notch service & 100 Charging station-15 states
• Immediate Plan - 600 Charging Stations
• Largest portfolio - EVs Auto Expo 2020.

5Cs •
•
•
•
4 Models-Tigor EV, Nexon EV, Altroz EV, E-vision EV.
Targeting: Multiple customer groups
40% market share
Strategic tie ups(Battery):TACO & Tata Chemicals

• Company
• Competitor
• Customer
• Collaborator
• Climate Competitors - Information and Product Offering

• Mahindra Electric –Mahindra e2o, eVerito, eAlfa Mini & eSupro.

Range – 210 – 230 km
• Hyundai – Kona EV, Range- 452 km, Excellent charging
efficiency, superior comfort and style.
• MG Motor – Latest entrant - Hector SUV & MG ZS. Range - 340
kms. Two charging options-
(a) Normal 15 AC charger, Time: 6-8 hours
(b) 50 kW DC charger - 80 % charge in <60 Minutes.
  Customer
• Low awareness & High apprehensions
(Technology, Infrastructure)
• Benefits & maintenance cost ambiguity
• Selection Criteria- Safety, Personalized, Low
noise/vibrations,Good resale value, High
Distance coverage, Superior performance
• 65% customers: Personalized Feel
Collaborators – Partners and Suppliers
• Tata Power – Charging Solutions (Home,
Work & Public Place)
• Tata Chemicals – Batteries & Recycling
• Tata AutoComp -Localization of battery
pack & motor assembly.

Climate - India Central Government

EV Policy
• Fame – 1 & Fame -2 Policy
• Fund support: 2,500 Cr - buses, 1,000 Cr - four-
wheelers, 600 Cr - two-wheelers, 750 crore - high
speed three-wheelers.
• EESL: Issued tenders for 20K EVs - Government
use.
• Government Plan (2030) : EV sales penetration -
30% private cars, 70% commercial cars, 40%
buses & 80% two- and three-wheelers.
 Social
PESTEL •
•
Political
Uncertain supply chain.
Lobbying by petroleum and
• Personal cars a status
symbol

Analysis gas industries. • Eco- friendly preferred by

young generation

• Political
• Economical
• Social Economical
• Environmental • Covid19 Crisis -> Purchasing
• Legal power of buyers.
• Nascent Stage -> High Cost of EV
technology & batteries
 Legal
Technological • Govt. to ban sale of
• traditionally fueled vehicles by
Lack of EV charging stations.
• 2030.
Complete dependence on import
• State govts. scrapped using
of lithium for batteries.
• diesel/petrol vehicles over
Longer refuel time than internal
10/15 years
combustion engine vehicles
(ICEV)

Environmental
• Environment friendly
• Reduced carbon footprint

Price
• Neither high nor
• low Price range: Rs 13.99L -
Rs 15.99L
• Priced to challenge diesel
and petrol vehicles
• Low running cost
Marketing Mix Strategy
Place Promotion
Product
• Brick and Mortar stores in • Directed at removing consumer
• State-of-the-art modern
metropolitan cities with a anxiety towards EV
technology
strong EV charging
infrastructure. • Promote benefits such as low
• Spacious interiors and operational cost
• Online through e-commerce stylish design
with options such as 360- • Vocal for Local – Made in India
degree 3D view • ZIPTRON technology product
and Mobile app • Social Media Marketing
especially during festive
season
 Strengths Weaknesses

SWOT 1)Tata UniEVerse for logistics

support
2)Affordable financing
solutions.
1. Decline in brand image
2. Unable to increase market
share

Analysis 3)Immersive digital experience

Opportunity Threats
1. Early capture of EV market. 1. Deterioration in global
economic conditions
2. Monopolizing charging
infrastructure. 2. Decline in customers’
purchasing power
3. Increase market share with low
cost EVs. 3. Downgrading India’s debt
rating
4. First mover advantage
 Marketing
Implementation
Campaign Scheduling Advertisement
Marketing campaign can be 45sec Ads can be produced
designed where raw power targeting main propositions
of the car is displayed of the product
Corporate Tie-Ups
Better Brand Visibility with
particular brands which are
aligned with company’s values

Charging Stations Events Sponsorships Brand ambassador

Charging Stations can be Desired customer base can be Virat Kohli & Anushka
converted as a source of targeted by Sponsorship of such Sharma or Vijender Singh
marketing our product. Referral events like Godrej L’Affaire can be associated with us
Method Offline Marketing IPL/ISLNYFPSU Events
THANKS