Post on 09-Apr-2017
PowerPoint Presentation
TATA Indica:Slogans that capture the Imagination of ConsumersTATA Indica:More Car Per CarAditya Bagda (PGP31005)Section A
Under the guidance of Prof. Sameer Mathur
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leading global automobile manufacturer of cars, utility vehicles, buses, trucks and defence vehiclesIt is the worlds 5th-largest motor vehiclemanufacturing company, 4th-largest truck manufacturer, and 2nd-largest bus manufacturer by volumeTata Motors is among the top four passenger vehicle brands in India and is the third-largest sales and service networkTata has dealerships in 26 countries across 4 continents
Mergers & Acquisitions
Major AcquisitionsBritish premium car maker Jaguar Land RoverSouth Korean commercial vehicle manufacturer Daewoo
Joint VenturesJoint venture with bus-manufacturer- Marcopolo(S.A.)Joint venture with construction-equipment manufacturer- HitachiVenture with Fiat Chrysler
Only Major brand Flagship model, dominated the market for a decadeNo brand threatening HM Ambassador & Premier Padmini only 2 choicesFord, Opel, Daewoo and Mitshubhi at premier end
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Tata unveiled its first small car, Tata Indica, at the AutoExpo in December 1998 Presented the car as a combination of the best of features of its competitors:Space of HM AmbassadorShape of Maruti Suzuki zenOperating efficiency of Maruti 800
Powerful Diesel EngineProvidingGood AverageGreat Power
Low maintenance cost
Unmatched Safety and proving safe & Sturdy
Unparalleled interior space with great comfort Great ErgonomicsThe car offered several first class features
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But still there was a big requirement to make it a big success
For this it was required to present the car in a way that would spell value in an aspirational manner
And thus More Car Per Car was born
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But what is the purpose of having and designing the slogans?
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Help build Brand Awareness byplaying with the brand nameExplicitly making strong link between brand & product category
Help reinforce Brand Positioning
Become taglines to summarize the product description and helping in developing advertisement campaigns
Designing Slogans
Powerful slogans contribute to Brand Equity
Help build both Brand Awareness and Image
Can carry product related messages and other meanings
Difficult to introduce new slogans because of strong link with old ones
Therefore sometimes modifying an existing slogan is more fruitful than introducing a new one
ADVERTISEMENT MEDIUMTelevisionPrint MediaYouTube
Print Media
Roadside Hoardings
Television Advertisements
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SummaryTata Motors IntroductionSlogan Development for Tata IndicaTata Indica Launch Purpose of SlogansAdvertisements for Tata Indica in different mediums14253
Created by Aditya Bagda during Brand Management course of II Year of PGP taken by Prof. Sameer Mathur, IIM Lucknow
(See www.IIMInternship.com)
Prof. Sameer Mathur, IIM LucknowDISCLAIMER