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  • 1. TATA Indica Vista - Marketing Analysis Mahima(FPM10011)Mukesh(PGP25139)Siva(PGP25140)Rajan(PGP25149)Ravi (PGP25150)Sahil(PGP25151)Samir (PGP25152)

2. Sipani Dolphin Standard 2000 Maruti 800 3. Tata sierra Tata safari 4. 5. 6. 7.

  • Indian market is broadly classified into 9 product segment ranging from mini to Luxury vehicle.
  • The pie chart clearly show the market share for each product segment.

8. 9.

  • Four commonly used criteria are used for segmentation, which include:

10.

  • Differentiation Strategy (also known simply as "Product Differentiation")

11. 12.

  • Criteria to gauge the viability of a target market
  • Accessible - How a segment can be accessed via Marketing Communications produced by a firm.
  • Measurable - Can the segment be quantified and its size determined?
  • Profitable - Can a sufficient return on investment be attained from a segment's servicing?
  • Customer habits :
  • Indian Customers are educated, highly discerning and well informed
  • Preferences for small cars, Small cars are socially acceptable even among well-off people
  • Preferences forfuel efficient cars with low running costs. Tata Indica has the lowest running cost per mile

13. Land rover For High IncomecustomersIndica vista For Middle Income customers Tata Nano For Low Income customers 14.

  • Three models that caters to all three engines
  • Tera
  • Aqua
  • Aura

Engine Specifications 1.4 TDI 1.3 Quadrajet 1.2 Safire Engine Type 475 IDI Turbo 1.3L SDE Common, Quadrajet Diesel engine New 1.2L, MPFI, Safire Petrol engine Power 71PS (52kW; 70hp) @ 4500 rpm 75PS (55kW; 74hp) @ 4000 rpm 65PS (48kW; 64hp) @ 5500 rpm Fuel Type Diesel Diesel Petrol Price Rs.2,60,000 to 4,99,000Rs.4,05,000 to Rs.4,99,000Rs.3,47,000to Rs.3,97,000 15. 16.

  • Environmental regulation
  • Tax and duties
    • Sale tax/VAT
    • Excise
    • Custom

17.

  • Segment wise market distribution

18. 19. 20.

  • Industry Outlook
    • Recovery in 2009-10 to be aided by lower cost of ownership and deliveries of Tata Nano
    • Industry margins to improve in 2009-10 with lower raw material costs
    • Long-term demand prospects remain intact, led by small cars
    • Exports to grow at approx. 20-25%
    • Used car industry growth to be driven by rising car ownership, lower holding period
    • Capacity to touch 3.75 million units by 2010-11

21. 22. 23.

  • 9 thlargest in the world
  • Production of over 2.3 million units
  • 4 thlargest Asian exporter
  • 79% passenger vehicle market share: Maruti Suzuki
  • 60% commercial vehicle market share: Tata Motors
  • Monthly sales exceeded 100,000 units
  • Exports mainly to Asia and Africa, gaining favor in Europe

24.

  • No of vehicles / Population < 10%
  • Number of households able to afford cars projected to double by end of decade
  • High proportion of purchases financed by credit
  • Highly competitive market, low costs attractive for assembling
  • Global giants looking to gain footholds
  • Indian players expanding operations overseas
  • Thriving used cars market

25. Indias Top 5 Domestic Passenger Vehicles Sales Manufacturer FY 08 FY 09 % ChangeY-O-Y Market Share % Maruti Suzuki 711,818 722,184 1.5 52.2 Hyundai Motors India 216,307 244,000 12.8 15.7 Tata Motors 167,058 200,159 19.8 12.9 Honda Siel Cars India 62,802 52,420 -16.5 3.4 Ford India 30,962 27,976 -0.96 1.8 26. 27. 28. 29. 30. 31.

  • A systematic attempt to identify and understand key elements of a competitors strategy in terms of objectives, strategies, resource allocation and implementation through the marketing mix

32. Threat of substitutes Potential entrants Threat of entrants Suppliers Bargaining power Substitutes Buyers Bargaining power COMPETITIVE RIVALRY Five forces analysis 33. 34.

  • The Japanese Quotient - Quality Advantage
  • Authoritativeunderstanding - Indian psyche
  • 720 degree Customer experience
  • Lowest Cost of Ownership
  • Quality Service Across 1036 Cities

35.

  • Pricing Strategy Price to Price-Value
  • Offering One Stop Shop to Customers
  • Creating Different Revenue Streams
  • Product Repositioning
  • Customer Centric Approach
  • Vehicle Services maintenance market
  • Playingon Cost Leadership

36. Types of customers to be covered Planning to buy a compact car First car Planning to buy a compact car Additional/replacement car Owns Vista Owns a non-Vista compact car 37.

  • Age:
  • Income:
  • Gender:
  • Education:
  • Number of family members:
  • Number of cars in family:
  • Number of car users in the family:
  • Typical usages of the car:
  • Brand of cars owned by the family members:
  • Brand of car used by customer:
  • Type of customer:

38.

  • Describe a day in your life?
  • What do you do on a holiday?
  • Describe your ideal day.dream day?
  • What activities do you like/dislike?
  • Describe yourself.
  • What do others think of you?
  • What do you think about life? (exciting, boring etc.)
  • How often do you go out for a vacation?
  • Describe your college, friends and family?
  • How is your relationship with your friends and family?

39.

  • Planning to buy a compact car First car
  • For what all activities do you plan to use the car?
  • What all things define the word performance for you?
  • What all things define the word quality for you?
  • What brands are in your consideration set?
  • Are you aware of Indica Vista?
  • Are you aware of other brands in the market? (If yes, what brands can you recall)
  • What is the first name that comes to your mind when discussing automobiles?
  • From where did you get to know about these cars?
  • How did you go about collecting information?

40.

  • Describe your purchase decision process till now.
  • Can you recall any advertisement of cars; if yes which car(s)?
  • Is price the overriding factor in your buying decision?
  • What is your perception regarding the pricing of Indica Vista?
  • What are the important parameters you think a car should have?
  • Rate these parameters in order of importance.
  • What, according to you the company could do to help you after you bought the car?
  • How has been your experience in the buying process with the company/salesperson?
  • How do you plan to finance the purchase?
  • How do you go about choosing a dealer?

41.

  • Planning to buy a compact car Additional/replacement car OR Owns Vista OR Owns a non-Vista compact car
    • Which brand of car do you own?
    • When did you purchase your current car? (Should be post Vista launch)
    • Are you satisfied with its performance?
    • What all things define the word performance for you?
    • What all things define the word quality for you?
    • Are you aware of Indica Vista?

42.

  • Are you aware of other brands in the market? (If yes, what brands can you recall)
  • What is the first name that comes to your mind when discussing automobiles?
  • From where did you get to know about the car you own?
  • How did you go about collecting information?
  • Describe your purchase decision process.
  • Which information sources influenced your purchase decision?
  • Can you recall any advertisement of cars; if yes which car(s)?
  • Is price the overriding factor in your buying decision?
  • What is your perception regarding the pricing of Indica Vista?

43.

  • What are the important parameters you think a car should have?
  • Rate these parameters in order of importance.
  • Are you happy/ dejected after purchasing your car?
  • What are the reasons for the same?
  • What, according to you the company could do to help you after you bought the car?