Analysis of Tata Indica

1. Tata Indica

2. Introduction
 The Tata Indica is a supermini car manufactured
by Tata motors of India.
 The first indigenously developed passenger car
from Tata Motors.
 The models have also been exported to Europe,
Africa and other countries since late in 2004.
 Indica marketed itself with the slogans like “The
BIG… Small Car” and “More car per car”.

3. Contd…
 The ad campaign focused on roomy interiors and
affordability.
 Within a week of its unveiling in 1999, the
company received 1,15,000 bookings.
 In two years, the Indica became the number one
car in its segment.
 It provides both the version petrol and diesel
because of the need of their consumer.

4. THE FIRST GENERATION INDICA -
THE INDICA V1
 It is a five-door compact hatchback.
 The Indica offered options like air conditioning
and electric windows, which were previously
restricted to only upmarket imported cars in India.
 Three years later the Indica was exported to
European markets for the first time, and from
2003 the Indica was badge engineered and sold
in the UK as the Rover City Rover.

5. CONTD..
 It is strong, powerful and can manage to ferry
around passengers with a considerable amount
of luggage without any problem.
 The car comes in the following colors: mint white,
jet silver, new orange, sea blue and spice red.
 Tinted winshield to protect from glare.
 It has charging points for charging phones and
laptops, tailgate latch, light intensity control.
 It has power steering and reverse warning
system.

6. PROBLEMS
 Poor quality parts used in this car, made it non
reliable.
 It gave lot of mechanical problems in the car..
 Quality of bumpers, dashboard, suspension,
gearshift, electrical, etc. was not good.
 Indica diesel lacked performance.
 The 1.4 litre 53 bhp engine was underpowered
because the car was too heavy.
 Steering height and pedals were placed awkwardly
 Build quality was average.

7. PRINT ADVERTISEMENTS

10. THE SECOND GENERATION INDICA -
THE INDICA V2
 Due to problems, Tata motors decided to
launch an improved Indica.
 They launched the improved Indica called
as indica V2.
 The diesel Indica V2 was much better than
the previous generation Indica.
 Better quality parts were used in the Indica
V2.
 Design of headlights and taillights was
changed.
 Design of front bumper was changed. On
the GLX variant, fog lamps were available.
 In the early 2008, Indica dicor was launched
(common rail diesel injection).
 It is the fastest Indica ever launched.

12. THE INDICA VISTA
 On 23-8-2008, the indica vista was
launched.
 It is much bigger than the normal
indica.
 The driving position is fully
adjustable.
 This car is famous in India because
of it's fiat engines.
 This is one of the luxurious hatches
in India

13. Tata Indica Brand Portfolio

14. SWOT Analysis
STRENGTHS
 Fuel efficient and good performance
 Good presence in the Taxi segment Strength
 Available in a wide range of variants in color &
engine
 Strong distribution and service network
 Strong backing by the Tata brand
WEAKNESS
 No strong product differentiation when compared
to competitors
 Brand dilution due to strong presence taxi
segment

15. OPPURTUNITIES
 Expanding automobile market and available space
 Increasing per capita income and purchasing
capability of potential customer base
 Leveraging the wide distribution to acquire newer
customers
 Increasing the customer engagement programs
 Augmenting the distribution and service network in
various countries 6. Leveraging the presence in Taxi
segment to extend brand

16. THREATS
 Increasing fuel costs
 Competition from other big automobile giants
 Competitive products offering same level features at
a lesser price
 Product innovations and frugal engineering by
competitors

17. Launch of Indica V2
Launch of WagonR and Alto
Complaints regarding ,mileage horse
power

18. Introductory stage
 In 1998, Tata Motors developed the first
indigenously developed Light Commercial
Vehicle, India’s first Sports Utility Vehicle, the 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
 The brand successfully transcended the initial
flaws, bad customer /expert reviews and brickbats
to become one of the largest selling cars in the
Indian auto industry.

19. Growth stage
 The brand survived and thrived because of the
constant focus of Tata Motors to improve the
product continuously.
 More than the product innovation, it was the value
proposition that forced customers to choose
Indica despite all those nagging troubles.
 You cannot get a diesel car with that much space
at the price at which Indica is selling (so far).
 Tata Motors has been continuously tweaking the
brand over these years sometimes making
quantum leap in the quality and refinement of the
product.

20. Maturity stage
 Tata Motors re-engineered the internals of the car
and launched it as Indica V2 (version 2),which
solved most of the complaints and emerged as
one of the most sought after cars in the Indian
automobile industry sing the Product Strategy

21.  Later, it was again updated, now marketed as the
"Refreshingly New Indica V2".
 Followed by the next variant of Indica, current in
early 2008, called the IndicaV2 Xeta Petrol.
Which was followed by a new model under indica
was IndicaEV2,Indica vista Drive tech4
 On 23-8-2008 indica vista was introduced into the
market

22. Decline stage
 There has not yet been decline in Indica cars as
they have constantly renovated their cars time to
time and according to the needs of the
consumers.
 Major technological innovation were made by
expanding usage of the existing product through
new uses and use situations.

23. 1998 --2007
2007-still available
2011-PRESENT
2011-PRESENT

24. STP analysis of Tata Indica
 Segmenting:
 on the basis of geography Tata segmented
people into slow growing and fast growing cities
 On the basis of demography their research
included people between the age of 18-50 with
and income of over 4lakhs
 Researcher of Tata indica spent time in
understanding the psychology of the people, their
preferences and taste
 Targeting
 Targets all categories of all age group
 Individual home builders in urban and semi-urban

25. Contd….
 Cab operators
 Middle class groups
 POSITIONING
 Positioned as a fuel efficient car
 More car per car used as slogan
 Affordable and comfortable car
 As a cab
 First passenger car in India

26. Conclusion
 The main reason for the success of Tata Indica
series is because of the low cost
 Good quality product and services
 Changing the features of the car according to the
customer needs
 Ratan Tata’s dream come true of small, affordable
and spacious car in India.