Branding and Consumer Behavior in Emerging Markets

1. BCBEM
Section A; Group-1
Team Initiators
Alister Dsouza
Brij Mohan Taneja
Pratibha Gupta
Siddharth Dhamija

2. 14%3%
3%
80%
Domestic Market Share 2013-14
Passenger vehicle Commercial vehicle
three-wheelers two-wheelers
Seventh-largest producer in the world with an average annual production
of 17.5 Million vehicles.
4th largest automotive market by volume, by 2015.
4 large auto manufacturing hubs across the country
6 Million-plus vehicles to be sold annually, by 2020
7% of the country’s GDP by volume.
0% 10% 20% 30% 40% 50% 60%
SUV
MUV
Sedan
Hatch
Body Style Distribution
IndustryTrends & Analysis

3. Hatchbacks
• Indica eV2
• Vista Sedan
class
• Nano
Sedans &
crossovers
• Indigo XL
• Indigo Manza
• Zest
• Bolt
Utility Vehicles
and pickups
• Sumo Gold
• Safari Storme
• Grand
Product Category- Passenger Vehicles

4. About the Brand
Brand with moral values,
committed towards its customers
Sub-branding strategy so very
different in looks and identity
Always been known for its ethics
and values
Among world’s most valuable
brands
Very large fan base and known in
every Indian home
Thought as people’s product
BrandElements
BRANDAwarenessBrand Identity
Memorable and
Meaningful
-No Connotation, based on the name
of the founder
Likeability
-Simple one with just
two syllabus
Protectable
-Under the trademark
of TATA
Transferable
-Across diverse fields
Visually appealing
-Logo has just a T
engraved in the
background

5. Competitor Analysis
Factor/ Car (
Type SUV)
Renault Duster Mahindra
Scorpio
Tata Safari
Storme
Engine
Performance
1461 cc 2179 cc 2179 cc
Pricing 11.9 lac 10.8 lac 10.4 lac
Mileage 19.6 kmpl 15.4 kmpl 14.1 kmpl

6. Factor/ Car (
Type Sedan)
Honda Amaze Maruti Suzuki
Swift Dzire
Tata Zest
Engine
Performance
1498 cc 1248 cc 1248 cc
Pricing 7.4 lac 7.2 lac 7.6 lac
Mileage 25.8 kmpl 26.5 kmpl 23 kmpl
Competitor Analysis

7. Factor/ Car ( Type
Hatchback)
Maruti Alto 800 Tata Nano
Engine Performance 796 cc 624 cc
Pricing 2.7 lac 2.5 lac
Mileage 17 kmpl 20.4 kmpl
Competitor Analysis

8. Brand Positioning
• GenX
• Affordable Pricing
• Compact, Front body resembles a
face with a smile
• Technological Advanced - Easy
Access, No Gear Change
• Infinitude design with lot of
colourful options
For the Happy, New generation
that needs Affordable, Hassle-free
riding along with extreme Comfort
and Peppy design
• Power, Performance, Mileage
• Sporty Hatchback with Stylish
design
• Aerodynamically designed - Strong,
Sturdy, Unique, Aggressive
For the energetic, technologically
advanced and contemporary
metrosexual who is highly
connected and updated with their
lifestyle
• Unmatched luxury, Futuristic –
Next realm of design
• Unique, Expressive features
• Stand out of the crowd – Sleek,
Urbane
• Adrenaline rush, powerful options
For the Ultra-Stylish Urban
crowd that seeks Power and
demands Premium stature to be
Unique and stand out of the
clutter
• Real SUV, Muscle Engine
• Conquer the Terrain
• Contemporary Styling
• Spacious, Flexible options –
Legroom, Speakers, Seating
For the Adventurous men who
need a Sporty, Tough, Adrenaline-
filled yet Comfortable ride
AFFORDABLE COMFORT STYLISH CONTEMPORARY TECHNOLOGICALLY AHEAD

9. Pricing
2 3 4 5 6 7 8 9 10 11 12 13 14
LOW MID PREMIUM
All Prices in INR Lakhs
Prices from Cardekho.com

10. Target Market for TATA Motors
Category Tagline/ Slogan USP Target Group Positioning
Hatchback Khushiyon ki
Chabi
Most affordable
car in the Indian
automobile
market
Families/Individual
s belonging to
middle class
segment
Cheapest and most
affordable car
Sedan Zest up your life Benchmark setter
in the segment
with advanced
safety and next-
gen technologies
Young working
professionals in
urban areas
Dependable, price-
efficient sedan with
high-tech features
for tech savvy
young people
SUV Make your own
road; Reclaim your
life
A SUV having
good off-roading
capabilities and
spacious interiors
Families belonging
to upper middle
class segment
Positioned as a
capable off-roading
SUV providing
spacious interiors
and powerful
engine
performance

11. Promotional Campaigns
Above The Line
Below The Line
Through The
Line

12. 1. ABOVE THE LINE
TVC
OOH
PRINT
2. BELOW THE LINE
Events/Mall
Activations
Auto Expo’s/Product
Launches

13. 3. Through the line
Website/Portals
Social Media Channels –
FB/Twitter etc.

14. Tata Zest: Key in the Newspaper
Buzz
Marketing
High
impact
Drive
traffic and
footfall
Excitement
with
readers
Create
Engagement
Physical
prop for
promotion

15. Primary Research
Number of
Respondents
Age Group Respondent
Location
42 18-30 yrs Delhi/NCR
57%21%
8% 14%
Percentage
Trust
Affordability
Designing
After Sales
Service
What is the first thing that comes to your
mind when you hear Tata Motors ?
74%
12%
2%
7%
5%
Percentage
Maruti Suzuki
Hyundai
Toyota
Honda
Tata
Which car brand do you own?

16. Survey Results
Which car brand do you own? Reason of purchase? Satisfaction level ?
 Swift Dzire- High performance; better mileage; low maintenance; sporty look; very much
satisfied
 Maruti A –Star: Better after sales service, Strong and reliable
 Alto K10- Price and service reliability; best hatchback under 4 lakh category; satisfied
 Renault Duster- Looks and semi SUV price; satisfied
 Hyundai i10 & i20- Looks, interiors, better engine and affordable (value for money);
completely satisfied
 Honda City- sports car look; satisfied
 Maruti SX4- Bigger tyres and better suspension, Looks, Brand Name
 Santro & Wagon R- Price
 Mahindra Fortuner & Scorpio- Size, Build, Safety, Brand Name; Fully Satisfied

17. CSR Activities
HEALTH
• Aarogya
• Health Check-up
Camps
• Free Cataract
Operation
• Maternal and Child
Health
• Malnutrition
Treatment Center
• Construction of Low
Cost Toilets
• Drinking Water
Solutions – 200
villages
EDUCATION
• Vidyadhanam
• Infrastructural
Support
• Scholarships
• Personality
Development
Programs
• Extra-curricular talent
shows
• Sports
• Personal Grooming
• Computer Knowledge
EMPLOYABILITY
• Kaushalya
• Sewing and
Embroidery
• Candle Making
• Handicraft Making
• Shivankala
• Bee Keeping
• Vividh Karyakari
Society
• Grihini Social Welfare
Society
• Electronics
ENVIRONMENT
• Vasundhara
• Increasing Green
Cover
• Awareness Campaigns
• Microlift Irrigation
Schemes
• Farm Ponds
• Car Take Back Network
• ELV Treatment and
Recycling

18. Brand Related Stories

20. THANK YOU