Escolar Documentos
Profissional Documentos
Cultura Documentos
p
p
!
"
#$
!%
& #
!!'
&
" !!
()*+" *"
ð ð ð ð ð ð ð ð ð
` ne 1,1945: Tata Sons bo ght Tatanagar Shops from GoI and Tata Locomotive and
Engineering company set p.
1954: Telco entered into collaboration with Daimler Benz AG for commercial vehicles.
ð ð ð ð ð ð ð ð ð
ð ð ð ð
1991: `oint vent re with Diamler Benz for man fact ring Mercedes Benz cars.
September 1995 :Ratan Tata envisioned a car with Zen¶s size, The Ambassador¶s
internal dimensions, the price of a Mar ti 800 and r nning cost of Diesel.
To appeal to Indian c stomers val e conscio sness , price sensitivity and safety.
S ccessf l rela nch. S rpassed HMIL as 2nd largest car man fact rer.
Indica Petrol V2 MPFI introd ced with improved interiors and more power (1400 cc
engine)`.
+*V
( ./
Tata motors wanted its c stomer to snderstand that Xeta was a different offering
then its diesel variants.
Latter the 1.4 litre heavy engine was changed to make it more f el efficient and
cheaper.
V
( 012
I J , l I i r r .
t r t ³ u r r ´.
ri i u l .
t r t t r u t ³ u tt u ´ .
I t r t ri t i r l u t r t it.
r i l ti i I i .
lu i l r r t ll fr i t .
l fI i r r % t i t l u
V
( #("*
-
(*-
"
Repetition ± Increases the strength of the association and red ces forgetting ±
Thro gh advertisements
*( ,**-
"
*-*1" ("
(
"
To nderline the ³Made in India´ image Tata Motors stall at A to Expo 98 had
models & organizers dressed in Indian attire
H ndreds of children waved the Indian flag
*",*&"
*+
" *+)**
(
Safety Feat res like impact absorbing b mpers, anti-s bmarine seats
satisfied the safety and sec rity needs
Feat res like beige interiors, two tone silver central console signified
premi mness by virt e of the selected colo rs, th s satisfying the stat s
needs
!
Based pon Indica¶s pricing it¶s Target Segment was
one that had mainly it¶s physiological needs satisfied
"*V
(
**6**6*V
() "*
*"*
*",
$((
*-*
**that associates Tata to diesel engines
**6*( *6*012*,*
-*
"
Tata realised that ³big and powerf l´ is not necessarily a positive attrib te in
small car segment where cons mers are sed to f el efficient cars like Mar ti
800
To derive the maxim m benefits of "
*
"
$ **6*
#("*
*7"
*a separate brand needed to be created
Ê "*(*+* *$"*" *(*6**(*
"8
"*$" *.
: *.$
:
.
:,*TV ads and print advertisements
.$
:,*Print advertisements and website
5
*V"*#(",*-"*&"*"*#
*
"*V
( ./*012*,*#"
17(
""
` stified by the power of the engine
-"(
F el efficiency in addition to power: a rare combination
&
Something that a cons mer associates with the Tata Brand in a tomobile
segment
52* 4