1. Chapter-21 Developing Innovative Marketing Plans 2010
Idea Cellular promoted its services through several innovative ads via variety of media like TV,
print, out-of-home, and radio. Idea had not hired any celebrity to promote its services till late
2007, in contrast to its competitors.
However, when Idea expanded its geographical presence to cover several telecom circles in
India, it hired film star Abhishek Bachchan to endorse its brand in October 2007. Idea's focus in
its ads also changed from highlighting its tariff plans and network coverage to using mobile
telephony to solve social issues. Idea also developed several websites to support its ads based
on social issues.
Idea also tied up with Indian Premier League (IPL) cricket team, Mumbai Indians, and popular
players like Sachin Tendulkar and Zaheer Khan were used to promote the brand. Idea chose to
promote its brand where as its competitors focused on promoting their value added services and
tariff plans. So, Idea just changed its strategy a little bit and found an increased consumer
interest.
‘Surf Excel’ is an example. At the time of introduction, its price was just equal to other close
substitutes, but today it has its own market. It is bought by consumers without comparing its price
with other substitutes. The target market is Indian Mothers or home makers. Even the TV ads
touched them with kids and tag lines such as “Daag Achchhe Hain”. The brand is positioned high
by its consumers, it caters to different consumer’s needs such as packaging from small sachets
to big buckets.
Marketing Assignment submitted by: Ajnesh Rathi (N-6); Sanjeev Preet
(N-61)

2. Chapter-21 Developing Innovative Marketing Plans 2010
Tata Motors produces vehicles both in the Light Commercial Vehicles (LCV) and the Medium
and Heavy Commercial Vehicles (M and HCV) segments. It faces higher competition in the LCV
segment, where its Tata ACE has been a huge success. Internationalization forms a key
component of Tata Motor's strategy and it has successfully entered countries having a demand
similar to India like South Africa, Thailand and Argentina, mainly through acquisitions and joint
ventures. It needs to improve its product reliability, service network and channel reach in order to
maintain and replicate this success in other markets. Some of the recommendations for Tata
Motors are exploring mass customization options in the Small Commercial Vehicle (SCV)
segment, improving brand reputation and technology appropriation to bring out a world class
ultra-HCV segment.
The truck market in India comprises the light trucks (LCV) and the medium and heavy trucks
segments (M and HCV), of which the M and HCV segment constitutes nearly 78% of the total
Indian truck market.
a) Light Commercial Vehicles (LCV)
The market for light trucks is composed of pickups, vans and coaches weighting up to 3.5 tonnes.
This segment has exhibited a consistent growth rate of over 20% in the past 5 years. This growth
is expected to continue with the launch of Tata Ace by Tata Motors.
b) Medium and Heavy Commercial Vehicles (M and HCV)
The medium and heavy trucks include commercial vehicles, heavy buses and coaches weighing
3.51-16 tonnes. This segment has stabilized and is expected to grow at 10% over the next 5
years.
The company’s sales of commercial vehicles in January 2010 in the domestic market were
35,957 nos., the second highest ever and a 107% growth compared to 17,373 vehicles sold in
January last year. LCV sales were 20,255 nos., the highest ever and a growth of 75% over
January last year. M&HCV sales stood at 15,702 nos., a growth of 170% over January last year.
Cumulative sales of commercial vehicles in the domestic market for the fiscal are 291,125 nos., a
Marketing Assignment submitted by: Ajnesh Rathi (N-6); Sanjeev Preet
(N-61)

3. Chapter-21 Developing Innovative Marketing Plans 2010
growth of 37% over last year. Cumulative LCV sales are 174,276 nos., a growth of 45% over last
year, while M&HCV sales stood at 116,849 nos., a growth of 26% over last year.
Marketing Assignment submitted by: Ajnesh Rathi (N-6); Sanjeev Preet
(N-61)