Analysis of brand elements: Memorable, meaningful- The brand name TATA by itself does not have any connotation.

The company has been named after its founder, Ratan TATA and thus is memorable and also carries a meaning with it. Transferable- The brand over the years has diversified into various fields and has adopted the same name across diverse fields from telecommunications to jewelers. Since the brand name does not carry any explicit meaning, transferability has been made easier. Protectable- The brand name and logo have been protected by trademarking them under the TATA. Likability- The name is a simple one with just 2 syllables. It is visually appealing as the logo has just a T engraved in a blue background. However, the brand as such does not have any slogan, tagline or mantra for it. It does not have one specific celebrity endorsing the whole brand as such. They follow a sub branding strategy wherein each sub brand carries the TATA tag but has altered brand elements to suit the uniqueness of that product category and is marketed individually Sources of brand equity TATA motors as an Indian automotive giant has a very large fan base and high level of awareness amongst Indian consumers as the brand positions itself as every first buyers choice. This is attributed to a lot of factors which are strong, favorable and unique brand associations. Brand equity is the end product of brand awareness and brand image. Brand Awareness TATA being a brand which follows the concept of branded house in which the company name is used across all its product categories. Thus it has been made easier for the consumers to identify the brand though they are enormously diversified. The word TATA is by itself easy to recall because of its noncomplex nature. The name is inherited from the founders family name and hence it has its own recognition. Brand Image y STRONG - Trust, loyalty, Indian heritage The brand came into existence over a century ago and was a part of Indian struggle. This has helped the brand to lay a strong foundation in the Indian mindset. TATAs have been loyal to the Indian government in setting up the whole Industrial revolution in India and hence they have significance in the minds of the Indian consumers. y FAVOURABLE - less expensive, affordable, first buyers choice, The company has a reputation of being the least expensive car in the automotive industry. This has been proved in each of their segments including the passenger car category. TATA has also come up with the worlds cheapest car, TATA Nano which is yet again, a reassurance of the element of affordability for their products. The brand has thus made it feasible for every consumer to consider TATA, specifically if he is a first buyer. y UNIQUE BRAND AWARENESS Durable, sturdy and Suitable to Indian conditions The cars manufactured by TATA motors are tested for all conditions prevailing in India.

CBBE Model: Segmentation A demographic segmentation has been done based on income level of the market. There are 3 segments low, middle and high. The segment that we are looking at here is the low income level segment.In the low income segment, the target market of TATA Nano is people looking at cars at the range of 1- 3 lakhs. The competition to TATA Nano is literally zero due to its extremely low price. The competitors in this segment are way above in terms of price.It is almost the only player in its segment. However Bajaj and Nissan are planning to launch a new car in India which might be a possible competitor to TATA Nano. The company has positioned itself as a first buyers car and it acts like a bridge between the 2 wheelers and the 4 wheelers market. Positioning The company has positioned itself primarily as one which is less expensive and affordable, trust worthy and user friendly.For TATA Nano the brand has positioned itself as The peoples car. Placing product like that in the minds of the customers portrays the importance TATA motors shows to their customers. Brand mantra Tata Motors by itself does not have any brand mantra. But has separate mantras which few of its products which identifies them in a unique manner. Nano: The Peoples car.
Mediocre quality, Good understandingof needs, satisfactory value N

Point Of Parity: The company provides the basic features such as A/C, power steering, power windows, central locking system, Alloy wheels and the like given by other car manufacturers. However

TATA Nano being the least expensive in the market does not come with few of the above mentioned features as they cut down the costs on the afore mentioned features. Competitors also have the three segments that are targeted by TATA motors. Point Of Difference: TATA motors use an engine technology which is different from the rest of the automotive manufacturers in India. These engines include DICOR engine, Turbo, V2 engine etc. They also differentiate themselves with their interiors.Tatas pricing policy is much lower than that of the competitors. The service stations owned by TATA are ones which stands out in the automobile industry. Marketing program of TATA NANO TATA Motors for past few years have invested a very small percentage in its marketing campaign. These days they just focus on the new product which they are launching like TATA ACE, INDIGO MANZA etc. or else its very little that we have seen on the Indian media. Even in the launch of TATA NANO they just came up with a one full page advertisement in all the NATIONAL dailies. Thats about it, as TATA NANO was been talked about all over the world for more than four years. And TATA Motors came into lime light with the launch of TATA NANO and purchase of two of the most luxuries brands like JAGUAR and LAND ROVER from FORD. They were also a part of a land controversy which did them better than harm, as everybody in the country knew that TATA NANO was coming.The brand knowledge of TATA Motors in Indian consumers is of a loyal and trusted national who is aiming for a global presence

and recognition. MarketingChannels They employee channels like corporate advertising for TATA motors on TV, radio and print media, web marketing, dealers and distributors. Permission, one to one, personalizing marketing are all done by TATA Motors through their membership cards. They have a good blend of marketing channels and they have been very effective with it. They dont believe in spending much in marketing in India as they are already a heritage brand of this country but abroad they will have to as they are not in the consumers awareness. Strengths of marketing program y It is effective and well-targeted to the consumers. y The life spans of the ads are relatively shorter and they come up with new ads frequently to keep the interest of the consumers. y Selection of clever brand elements and characters which are cost effective. y Associations with the bigger and better events in India and abroad
Weakness of the marketing program y They do not have any associations with celebrities. y Consumers get confused with the use of several new ads on just one product. y Frequency of the ads in between programs is low which does not help in brand/product Recall

BRAND RESONANCE As TATA Motors is one of the legendry brands of India, it has its fair share of loyal customers. TATA has always been a 1st car buyers choice as it is not too heavy on pocket and easy to maintain car. But we do have seen people migrating to other Japanese cars once their purpose is served or if they are looking for an upgrade. TATA motors still have to do a lot in

terms of providing a better UP SCALE car. With the purchase of JAGUAR and LAND ROVER they seems to be on the right track but it all has to be seen in the future. As of now they have made a statement with it. MARKETINGCOMMUNICATIONS TATA motors use a wide spectrum of communication strategies to reach their customers. Each of these strategies are designed for and targeted at specific group of customers. 1. Advertising In general TATA motors advertise through all media including TV, radio, magazines, newspapers (print media) and the internet. They target each regional audience through their local language.For TATA Nano in specific, the company has chosen to advertise only through the print media.Further, the print advertisement for TATA Nano appeared only once in the national papers and was a very simple one.TATA nano does not advertise or publicize their brand because it pushes up, the cost of the car which the consumers have to bear. Hence Tata has refrained themselves from taking any brand ambassadors for their small car segment 2. Sales promotions At the end of each season, they give discounts as much as 30,000 to 50,000 on each of their models as the value of these models depreciate due to change in year model annual discounts. 3. Event sponsorship Event sponsorship has been an integral part of the communication strategy of TATA motors since the inception of passenger vehicles. They have always identified the right kind of events to sponsor for their products.For the first time the Indian car maker, TATA motors has signed a partnership withFerrari to sponsorFormula One, which will be launched next year.Indias Tata Motors has also become the official vehicle supplier to this years 2010 Commonwealth Games in Delhi

TATA
4. Publicity When Ratan Tata, unveiled Nano during the Auto expo in January this year, the whos who of the world media covered it. Except for one-full page newspaper advertisement, Tata Motors hardly spent anything on advertising for Nano. Yet, Nano is a household name today, thanks to the extensive coverage for all the reasons, right and wrong. It is estimated that the buzz created by the free publicity for Nano is worth over Rs. 5000 million. Contribution to brand equity The products of Tata Motors have many special characteristics to them, but when consumers think of it, they not only think of its features, but they may also associate it with quality, performance, and class. All of these meanings have been added to the product by advertising. Consumers frequently buy the product not only for its functional characteristics but also because they want to be identified with the image associated with the brand.Tata Motors have been successful in creating and maintaining a professional brand image. Leverage secondary associations: Co-branding:

Hindustan petroleum: Tata Motors has joined hands with HPCL to authorize select Club HP outlets as service points for its passenger car range. At a Club HP Tata Service Point, customers can avail free, paid service & minor repairs for Tata Cars in addition to the fuel & lubricant requirement. Current event sponsorship: Commonwealth games (New Delhi) Brand sponsor: (FERRARI)Formula One has embarked on a massive cost-cutting operation to cope with the economic downturn that prompted Honda to quit from the formula one. As we can see TATA motors has and will be associated with some of biggest brands which shows that even TATA is renounced all over the world when its compared with the most trusted brands.FERRARI and HINDUSTAN PETROLEUM are two of the biggest brands in their industry and TATA motors have been clever to get into partnership with these firms to leverage some of its associations with itself. Current event sponsorship: Commonwealth games (New Delhi) The games will be the largest multi-sport event conducted to date in Delhi and India generally, which has previously hosted the Asian Games in 1951 and 1982. The opening ceremony is scheduled to take place at the Jawaharlal Nehru Stadium in Delhi. It will also be the first time the Commonwealth Games will be held in India and the second time the event has been held in Asia (after 1998 in Kuala Lumpur, Malaysia). With sponsoring this event TATA MOTORS wants to make it big on the world stage. This time it is on a bigger stage with the commonwealth games. They want to build their brand Trust Affordable Suitable
into a more global so that now the whole world recognizes them as one of the best automotive companies. Marketing communications at CWG New Delhi for TATA Motors will be y Place advertising billboards, lounges y Event marketing and sponsorship sports, entertainment, festivals y Media advertising TV, Radio, Newspapers, Magazine With the help of these communications techniques they will make sure that they create enough buzz for the global audience that when they think of India they associate it directly with TATA Motors. Brand Architecture:

Tata motors have never published details about brand architecture in any of their annual reports. But they have addressed a few aspects of brand architecture in them. TATAs brand architecture is diverse, having different product lines in each category. It is mainly divided into passenger cars and commercial vehicles. They have different car segments like hatchback, sedan, SUV and MUVs. Apart from the above they also have pickup trucks, heavy earth movers and buses. The company is not doing well in their SUV segment, which they could change by making it as a value for money car. In their hatchback segment, Tata Indica has a lot of options based on the different requirement of the customers in terms of engine power, fuel required, level of comfort needed, by creating many variants for the same model. TATA follows a branded house strategy. Their hierarchy has a corporate brand, family brand, individual brand and modifiers. In all these they have a good set of product category. Their corporate brand name is well established and old. People associate TATA as a brand they can trust and TATA enjoys good brand recognition. They are almost in every field and have a good reputation. When it comes to the brand elements, they maintain the core essence of the brand in each of the product categories and change those aspects of the brand elements which are unique to each of them. The TATA logo has been maintained across all of its products in the hierarchy. The brand portfolio (refer figure 11.1) of TATA motors is a vast and diverse one. They have a different car segments which satisfies different set of peoples. They are concentrating both in low level cars and luxury cars which is good for the company. TATA motors has recently acquired JAGUAR and LAND ROVER. This acquisition adds a lot of meaning and value for the company because these brands are known for its luxury and comfort. By acquiring these brands they get to focus better on the high end segment of customers.They acquired these brands recently so they may concentrate in developing the sales in these brands
Loy al Durable

Sub Branding: TATA uses the sub branding strategy for any product extension that it carries out. The TATA name had been adopted in each of the product categories but the sub brands have been individually marketed and promoted. Since TATA has an established name in the Indian market, extending its name to all its product lines has been a wise decision form the management. The reputation that the brand has earned over the years has helped the company with the new products that they come up with. When TATA comes up a new product line in under the name of TATA itself, customers are willing to try due to the image that the brand has created in the minds of the people. The brand name has been used for products categories ranging from telecommunications to jewelers. Thus the parent brand is such that it can be used in any product extension that the

company will be considering in future. Major Achievements: Major steps taken my TATA motors in last 5 years: y Acquisition of DAEWOO commercial vehicle Company, South Korea. y Acquires 21% stake in Hispano Carrocera, South Africa. y JRD QV award for business excellence y 4th millionth passenger car manufactured and sold y Joint venture with Marcopolo, Brazil y TATA motors andFiat group announce 3rd trade agreement y TATA motors unveils peoples car TATA NANO prized at $ 2000 y Purchase of Jaguar and Land Rover fromFord, USA y Assistance toFerrari These were only some of the major achievements of TATA motors in last 5 years. As we can see that TATA motors wants to stamp their authority into more luxurious segments.For the last two decades they have ruled the Indian market but with the entry of foreign competitors into the Indian market they are finding it a stiff existence hence they want to revitalize their brand with associations like up class, innovative technology etc. We can see that TATA motors have been very selective in their association with the well renowned brands which will have all positive effect on the brand image. They have been continuously on the growth path with taking all the right decision according to the needs of the market. They have made sure that their brand is not affected by any controversial mishaps. TATA motors yearly introduce one featured product but in last five years TATA Nano has been in the forefront of all the hype and media attention all over the world.

Global presence:

Apart from India, right now TATA motors exports its vehicles to countries like South Africa, Sri Lanka, Nepal, turkey, Italy, Spain, Ghana, Poland, United Arab Emirates, Syria, Venezuela, etc. As we can see most of the countries where TATA MOTORS exports its vehicles now are developing countries similar to India. The preference of the consumer is also similar to the Indian consumers. So, it can be said that TATA has taken a well measured step in expanding themselves globally. Though the Indian heritage feeling has had no effect but still the brand equity of TATA motors has remained the same in these countries. And now with luxury brands like Jaguar and Land rover in their stable, they can penetrate into more developed European markets. They can now leverage a lot of positive associations from the presence of these two luxury brand and can position themselves to the more performance and comfort oriented markets. Keeping the Jaguar and Land rover brand intact. TATA motors are also planning to launch Nano to the Malaysian consumers and they have also made the plan outline to enter into the Asian pacific market with their better and new small segment car. The only continent where TATA motors presence missing is North America, as the preference of the consumers is totally different from that of the Indian consumers. But now even the taste of an average American consumer is changing.We can see people getting more environmental friendly and with the advent of hybrid cars TATA in near future do have a route to get into the market. It can be said that till date, TATA motors have not had to toil hard to change their brand equity relative to the market but as they venture beyond their horizons theyll have to make sure that they have favorable associations so as the consumer has the right image of more modern, sophisticated, up market brand.