TATA MOTORS

INTRODUCTION
 Tata Motors Limited is an Indian multinational automotive manufacturing
company, headquartered in Mumbai, India, which is part of the Tata Group.
The company produces passenger cars, trucks, vans, coaches, buses.[5]

 Formerly known as Tata Engineering and Locomotive Company (TELCO), the

company was founded in 1945 as a manufacturer of locomotives. The company
manufactured its first commercial vehicle in 1954 in a collaboration with
Daimler-Benz AG, which ended in 1969. Tata Motors entered the passenger
vehicle market in 1988 with the launch of the TataMobile followed by the Tata
Sierra in 1991, becoming the first Indian manufacturer to achieve the capability
of developing a competitive indigenous automobile.[6] In 1998, Tata launched
the first fully indigenous Indian passenger car, the Indica, and in 2008 launched
the Tata Nano, the world's most affordable car. Tata Motors acquired the South
Korean truck manufacturer Daewoo Commercial Vehicles Company in 2004.
Tata Motors has been the parent company of Jaguar Land Rover since the
company established it for the acquisition of Jaguar Cars and Land Rover from
Ford in 2008.
 HISTORY
 Tata Motors was established in 1945 as Tata Engineering and
Locomotive Co. Ltd. to manufacture locomotives and other
engineering products. It is India's largest automobile company,
with standalone revenues of Rs. 25,660.79 crores (USD 5.5 billion)
in 2008–09. It is the leader in commercial vehicles in each
segment, and among the top three in passenger vehicles with
winning products in the compact, midsize car and utility vehicle
segments. The company is the world's fourth largest truck
manufacturer, and the world's second largest bus manufacturer.

 The company's 23,000 employees are guided by the vision to be

'best in the manner in which they operate best in the products
they deliver and best in their value system and ethics.'
 MARKETING STRATEGY

 Tata Motors does not follow a single marketing approach or formula but it
believes that all members of the community should be served. Brand targets
crowd from the rural part to the metros with its offerings varying from NANO
to Jaguar Land Rover segment.

 It targets anyone above 4 Lakh p.a. salary, millennial employed as professionals,

managers and all those looking to switch from 2-wheeler to 4-wheeler. The age
bracket for brand’s offering varies from 21-65 years with all Middle class. Upper
middle class, High class and Affluent class in its target category.

 Tata Motors offers products such as Tata ACE a mini truck mainly used for
agriculture transport purpose, Tata NANO for the middle class, Tata Indica and
Indigo for commercial purposes and Jaguar in the high-class segment thus
creating the image that there’s something for everyone in its huge line of
offerings.
 MARKETING MIX
 Marketing Strategy of Tata Motors
analyses the brand with the
marketing mix framework which
covers the 4Ps (Product, Price, Place,
Promotion). There are several
marketing strategies like product
innovation, pricing approach,
promotion planning etc. These
business strategies, based on Tata
Motors marketing mix, help the
brand succeed in the market.

 Tata Motors marketing strategy

helps the brand/company to
position itself competitively in the
market and achieve its business
goals & objectives.
 STRATEGY ADOPTED BY TATA
MOTORS
PRODUCT STRATEGY BY TATA MOTORS

Tata Motors is involved in manufacturing of vehicles in

categories that include cars Hatchback, Sedan and utility
vehicles, Trucks, Buses, Municipal Solutions, and Defence and
homeland security. The product portfolio in the marketing
mix of Tata Motors also covers brands like Jaguar and Land
Rover. The consumers perceive the Tata Motors brand that
produces vehicles that provides reliability, high quality, and
efficiency. Tata Motors ranks in top four passenger vehicle
brands in India. It focuses on innovation and due its vast
industrial experience, they continuously work on developing
new vehicles with robust technical specifications.
 PRICE STRATEGY BY TATA MOTORS
 In 2008, Tata Motors launched Tata Nano the
cheapest passenger car in the world. It
followed penetration-pricing strategy and
vehicles manufactured by Tata Motors are
comparatively cheaper than its competitors
are. Due to its low price, it attracted media
attention and the vehicle reported an
increase in sales figure within short time
during the initial days of the launch. The
lower pricing of Tata Nano also resulted in
consumers perceiving it as a cheap product.
The penetration pricing strategy can act as
entry barrier for new players in the segment
targeting lower income group. The pricing
strategy in the marketing mix of Tata Motors
caters to the lower class as well as the
affluent upper class. Tata Motors’
international acquisition Jaguar Land Rover
targets niche customers providing high
quality features.
 PLACE STRATEGY BY TATA MOTORS
 Tata Motors has the third largest
service and sales network in India.
To distribute its vehicles, it has
partnered with various distributors
across India and the service centres
are well equipped with the spare
parts and accessories. Tata Motors
has extensive distribution network
set up across India, also major
launches are displayed in
showrooms to experience the
product. To purchase defence
vehicles, Tata Motors has set up
regional offices in the states of West
Bengal, Maharashtra, Delhi and
Karnataka. It is also involved in the
sales of Pre – Owned Cars and
provides features such as extended
warranty.
 PROMOTION STRATEGY BY TATA MOTORS

 Tata Motors has been known to having

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 ambassador for
its commercial vehicle business. Tata
Motors is the prime sponsor of many
events and it helped in creating
awareness about its new product Tata
Tiago in the minds of the consumers. The
company offers discount 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
upon Social media marketing to target
customers based on the search results.
The Tata brand is considered a trusted
brand hence it uses the same to tap on the
customers.
 REFERENCE
 https://
www.ndtv.com/business/stock/tata-motors-lt
d_tatamotors/reports
 https://
www.mbaskool.com/marketing-mix/products
/16981-tata-motors.html
 https://
www.business-standard.com/company/tata-
motors-560/information/company-history
THANK YOU

Lovish Kumar
Mansirat Singh
Kamalpreet Singh
Raghav Chugh