Integrated marketing communication plan for tata prima
Integrated Marketing Communication Plan
For Tata Prima (Concept Car)
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Tata Prima (Car)
Tata Motors Limited is India's largest automobile company, with consolidated revenues of INR 1,65,654
crores (USD 32.5 billion) in 2011-12. It is the leader in commercial vehicles in each segment, and among
the top three in passenger vehicles with winning products in the compact, midsize car and utility vehicle
segments. It is the world's fourth largest truck and bus manufacturer.
The Tata Motors Group’s over 55,000 employees are guided by the vision to be ''best in the manner in
which we operate, best in the products we deliver, and best in our value system and ethics
Established in 1945, Tata Motors' presence indeed cuts across the length and breadth of India. Over 7.5
million Tata vehicles ply on Indian roads, since the first rolled out in 1954. Following a strategic alliance
with Fiat in 2005, it has set up an industrial joint venture with Fiat Group Automobiles. The company's
dealership, sales, services and spare parts network comprises over 3,500 touch points.Through
subsidiaries and associate companies, Tata Motors has operations in the UK, South Korea, Thailand,
Spain and South Africa. Among them is Jaguar Land Rover, a business comprising the two iconic British
brands that was acquired in 2008.
With over 4,500 engineers and scientists, the company's Engineering Research Centre, established in
1966, has enabled pioneering technologies and products. It was Tata Motors, which developed the first
indigenously developed Light Commercial Vehicle, India's first Sports Utility Vehicle and, in 1998, the
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Tata Indica, India's first fully indigenous passenger car. Within two years of launch, Tata Indica became
India's largest selling car in its segment. In January 2008, Tata Motors unveiled its People's Car, the Tata
Nano, which India and the world have been looking forward to. The Tata Nano has been subsequently
launched, as planned, in India in March 2009. Tata Motors launched the Tata Aria, the first Indian four-
wheel drive crossover. The Tata Aria redefines several benchmarks with its design and technologies,
offering class leading features that take comfort and safety to a new height.
Tata Prima is based on Tata's flagship car model Tata Indigo and the designing is done by Italian car
design company Pininfarina. Pininfarina has designed the world's popular cars like Ferrari Mythos, Ferrari
Enzo and some Volvo cars. Tata Prima is a future design of sedan with Tata's initials. According to auto
experts in industry, the sedan could be loaded with 1.6L or 1.8 L of petrol engine. On the other hand, as
Tata's marketing policy, it might be launched with 1.8 L diesel engine. According to the company, the
wheelbase of the Tata Prima would be 2700mm which promises ample interior space.
The exterior of the sedan seems amazing with traditional Tata inputs. The designers did well to give it a
coupe-like silhouette. The innocent face of the Tata Prima is a blend of simplicity with luxury. Curves and
slopes are eye-soothing and pleasing as well. Tata has used its identity in the form of honeycomb front
grille with Tata symbol pasted. The front bumper is also illuminated with LED lights at each end. Rear
view mirrors, door handles and bumpers are in body colour. The rear view of the Tata Prima is more
aggressive and sporty than the front face. Tail lamps and small hatch design is unique and dam sporty.
The design work at the back is less but whatever is there, superb. Five spoke alloy wheels enhance the
excellent piece of work done at the car.
Tata Prima is spacious and impressive from inside. We can simply say that it will be equipped with
advanced interior features and ample headroom and legroom. However, due to the sedan design boot
space would not be as big as it looks. But we can expect that storage space at dashboard would be wide
enough to hold mid-size stuffs like books, bottles, docs, tiffins etc.
Product Characteristics: Stylish design, technologically advanced, luxurious
This IMC plan aims to outline how communication will happen when this car will be launched
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Long term Communications Objective for
Age: Young, Middle, Elderly
Gender: Male and Female
Profession: Businessmen, Industrialists, Bureaucrats, Doctors, any successful professional
Income: Upper-middle income group, Upper income group
1. Establish brand as new age car which brings in respect.
2. Communicate offering and advantage to stimulate interest and desire for product at customer
3. Establish Tata motors as company that can produce new age, technologically advanced premium
a. Tata doesn’t have any car offering in premium segment expect JLR. By introducing this car we
aim to communicate that Tata can have a car which portrays image other than “Taxis” and can
also product upper class car which earns respect to customer
b. Establish it as a car which is different from other cars, of same segment, in terms of futuristic
design and social statement & command respect from others to the consumer of the car which
can create platform for Tata motors to introduce other high end cars
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Brand Personality & Identity
Brand Personality: Upper Class, Glamorous, Intelligent, Successful, Respected
Reasoning: Brand personality will be in aligned with product attributes. As this car will from stable of
Tata, which most respected and trusted brand of India, car will also possess attribute of respect.
Vision: Most admired by customers, business partners and other stakeholders for the value,
respect and joy from the car
Brand Differentiation: The product will be first of its kind from Tata Motor and its futuristic design makes
is class apart from its competitors and it will me most technologically advanced car in its
Need fulfilment: Brand offers style seeking, performance conscious Indian consumer a car that not only
fulfil their style and performance desire but also gives them social status.
Permanent features: Luxury sedan, technologically advanced, sporty curvatures, stylish design, comfort,
Values: Innovation, Style, Excellence, Premium, Respected
Tata Motor’s Logo
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Strategic Plan for Communication
As we are introducing a product which is very different from current Tata motor’s offerings and very
different from what Tata Motor’s image is, we need to give proof of concept to people. For that we need
to drive people to evaluate our product, so to induce more evaluation, our marketing communication
plan will focus on awareness and
1. Advertising: Advertising a mass communication form and is paid by business firm which is
identified in message. Advertisement provides information about brand & organization. It
spreads awareness and stimulates interest in the brand. Three basic features of advertising
are Attention, memorability and persuasion.
2. Sales Promotion: Sales promotions are used to provide strong incentive to purchase and
boost sales. They provide immediate inducement to buy product by simple step of making
product more valuable to customer.
3. Events and experiences: These are company sponsored activities and programs designed to
create daily or special brand-related interactions to reach out to customers and do brand
4. Public relation: It is most powerful tool for brand which enables it to achieve effective
relationship with public in order to manage brand image and reputation. It is unpaid form of
communication and helps to build very strong relationship with customer of the brand.
5. Personal selling: It is marketing communication tool used to increase sales directly through
personal contact. It allows face-to-face interaction with customer for product explanation,
answering questions and creating a personal touch.
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6. Word of mouth marketing: There are occasions when people seek referrals. In this case
recommender benefits both producer and product seeker. Therefore word of mouth is
extremely useful mode of communication. And is free and more credible than advertising.
7. Interactive marketing: Interactive media allows to-and-fro flow of information where in
customer can participate and modify the content he receives. This enables customer to make
inquires, ask doubts and make purchase.
Media has been selected after taking into account not only characteristic of media but also
audience, message and media used by competitors.
Broadcast: It reaches large audience and can deliver message with highly dramatic effect. TV
commercials will feature our brand ambassador and will be aired in prime time.
Print Media: It visually intensive and message being communicated as much by pictures as by
words. The message can be accessed any time by any one. Through newspapers we will reach to
mass customers while through magazines we will directly connect with our target audience.
Display Media: It is communication mode to reach target audience when they are out of their
home. It will be displayed at prime locations in city or town.
Online Advertisement: Our target audience is largely present on internet and it is increasing
rapidly. Moreover online advertisement is less costly and provides more and direct visibility to
target audience. Our advertisements will be features on google, yahoo, facebook etc.
2. Sales Promotion
Provide higher margin rates for car dealer for certain period
Organize events for them to encourage sales and provide rewards for same
Take part in trade shows and put car for a show
Provide premium service and maintenance program to customers
3. Events and experiences
Sponsor cricket tournament and give car as Gift to man of the match
Sponsor activities that our target audience enjoys i.e. conference, trade shows etc
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4. Public relation
Provide information to media by organizing press conferences
Organize media events
5. Personal selling
Set up small kiosk to provide information to prospective customers and direct interaction
Run contour through city and encourage people to take test drive
6. Word of mouth
Encourage people to share their experiences on portal of the car
Add these people in TV commercial of the brand
Provide incentive for referrals
7. Interactive marketing
Online advertisement on various portals and search engines
Establish a website and common forum where existing customers and future customers
can share their knowledge
Create social media handles for the brand
Youtube video promotion
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Ensuring communication model works to
The main objective of communication plan is to create mental awareness and buzz among the
customers, induce trials and set a brand image of luxurious, stylish, upper class, technologically advanced
car. To ensure that communication model works to our advantage, we have decided the channels that
strongly influence our target audience and we will showcase our communication where our target
audience is present.
The form of communications and the choice of words in these various communication media will ne kept
very appealing to target customers and also these elements will appear in the correct order and are
implemented as per communication schedule.
All our communication channels will have "One message, One voice and One look". All the
communication mix elements that have been discussed above will have synergy spreading this message
about the brand.
Above all these, we will ensure that 6 Cs of communication are followed and implemented.
•Clearly defined target audience
•Clearly defined communication objective & message
•Keep it brief to excite audience and at a same time provide
enough information induce interest
•Provide clear picture of what we are proposing and how we
are satisfying their desires
•All communication channels are in synergy with each other
and are connected and sends same message
•Communication will be friendly, open & honest.
Communication wiil portary us as empathatic to their need
•Creative communication will helps to engage audience and
keep them interested
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Advertisements provide products information, spread awareness and bring interest in customer mind
about the brand. Public relations tactics provide more reliable information to consumer. This will make
customer to look for the product. Which he invariably do on online space.
Website and Social media establishes value and helps customers understand what your business is about
and what your unique selling proposition is. They also drive awareness, share your content and keep
your finger on the pulse of what's being said about your brand. Once customer knows about the product,
he would be interested in trying the product.
Events, personal touch and other sources give consumer personal connection with brand and
opportunity to try product and gain more information about the brand. This gives personal touch to
communication and allows building better relations with customers.
Thus, though “One Voice, One Message, One Look”, we will be able to achieve this synergy.
•Afer sales service
•Word of mouth
•Parent company logo
•Unique design of car
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Evaluating Communication Plan
Marketing communication Plan Process
What should we evaluate?
Communication evaluation focuses on two things
1. Output: measuring communication performance, i.e. number of events held, press release
issued, number of website hits, not of eyeballs attracted etc.
2. Outcome: Did communication activities result in any opinion, attitude and/or behaviour change
amongst targeted audiences
The aim of evaluation is not to prove that communication efforts change behaviour or opinion but
assess the fruitfulness of communication channels and quality of activities.
How to evaluate?
MethodOutcome Quality of
Web analytics √ √ √
Online polls √ √ √
Focus group √ √ √
In-depth interview √ √
Surveys √ √
Control group study √ √
√ √ √
Tracking mechanism √