tata ace
TRANSCRIPT
Marketing Strategy : Tata ACE
Aditya Singh (01)Akshay Yadav (03)Ankit Dhingra (08)
Anish Bhatnagar (12)
1• Commercial Vehicle
market in India
2 • STP
3 • Four P’s
4 • TATA ACE over the years
5 • SWOT Analysis
Agenda for the Day
SegmentationBenefit sought Behavioral Segmentation
Demographic Customer profile Segmentation
•Individual Vehicle owners
•Fleet Owners
•Institutional Customers
Need based Focus on comfort and safety
Target segment – Individual Customers
Target customers: who expect a high Return On Investment(ROI) along with safety, comfort, and status.
In 2005 136000 Three wheeler SCVs were sold. With 20% attrition towards ACE and attracting another 25ooo customers, market is very attractive to enter.
Targeting
Safety
Comfort
Reliability
High Load Capacity
High Profitability
Key Features
And 4th Wheel That Upgrades their profile too……
BSII Version : Compatible with BS II emission Norms
BS III Version: Compatible with BS III emission norms
ACE HT BSIII : High Torque Variant for higher Gradability
ACE Magic :Passenger Carrier Version
Super ACE : 1 Tonner ACE
ACE CNG : CNG fuel variant
ACE Elektro : Electric powered ACE
Variants
ACE BSII
• 2.35lacs
ACE BSIII
• 2.45lacs
ACE CNG
• 2.85lacs
Pricing
•Price was higher as compared to competitors but the company supported it on the basis of the value provided•Initially a discount of 4000 Rs was given•80% of the vehicle has been outsourced to keep costs low without compromising on the world class quality
Perceived Value Pricing
Competition Comparison
Recommendations
Particulars Bajaj GC 100 APE Truck M&M - Champion
TATA - ACE
Category 3 Wheeler 4 Wheeler 3 Wheeler MINI TRUCK
Power (hp @ rpm)
8 @ 3600 9.5 @ 3000 10.2 @ 3000 16 @ 3200
Torque (kgm @ rpm)
1.75 @2200 - 2400
2.55@1800-2200
2.75@1800 4.08@2000
Body (L*W- Feet)
4.85 *4.81 6.42 * 4.68 6.32 * 4.75 7.21 * 4.81
Rear axle NA NA NA TRUCK LIKE
Max. Speed 45 50 55 60
Suspension Triangular arm & shock absorber
Torsion bar & shock
absorber
Torsion bar & shock
absorber
LEAF SPRINGS
Price 1.53 lacs 2.25 lacs 1.9 lacs 2.4 lacs
Ground clearance
165 140 160 160
Drivability ? OK ? CAR LIKE
Safety ? CAR LIKE ? CAR LIKE
It is a different concept. It will benefit the 3 Wheeler prospects in many ways. Their DAILY savings will be higher.
Karnataka
Maharshtra
Kerala and Pondichery
Andhra Pradesh
Tamil Nadu
Place
Current Availability•All dealers across the country
Initial Launch Since Majority of the three Wheeler Target customers were in the Southern States so the company launched ACE in the south first through its Dealers and Dealer Branches.
Promotion
AdvertisingDiscount (Initial six months)Dealer launch events
The TATA brand itself Regular
Customer meets
Catchy Tagline
Free service campaignsHigh Mileage awards to Customers
-Aapka bharose ka saathi
Strengths• Safety• Comfort• High Performance• Low maintenance • The TATA brand• Social stature
Weaknesses• Low top speed• Higher cost• Higher turning radius
Threats• New entrants in the segment such as Bajaj Auto, Piaggio Truk, Force Motors• Focus on fuel efficient vehicles• Pollution control norms
Opportunities• Alternate fuels like LPG, Electric, etc.• More variants•Exports
SWOT ANALYSIS
Providing Cheaper and easier loans through TMF
Develop Higher Tonnage variants
More focus on Rural Markets
Recommendations