TATA’s RATAN (Jewel)                         Presented by:                1.   Monica Gidwani                2.   Peter D’...
TATAJehangir Ratanji Dadabhoy Tata (JRD)1925     JRD joined Tata & Sons which was set up by Jamshedji Tata.1935     JRD fo...
RATAN TATAA Shaky but Challenging Start….1962     Jointed Tata and started working at Jamshedpur Steel Plant.1971     Appo...
TATAAchievements contd……2007 Acquisition of Corus2007 Launching of Lakhtakia Car “Nano”.2008 Acquisition of Jaguar & Land ...
RATAN TATA              TATA’s CONSUMER MARKETSConsumer Products                 Business Products Global Markets         ...
RATAN TATA            Tata’s Holistic Marketing Approach    Internal Marketing             Integrated Marketing           ...
RATAN TATA              Products Acquired       Collaboration   Tetley Tea,   Corus Steel,                          Tat...
RATAN TATA                    Segmentation of Tata’s Consumer Markets                                    Consumer MarketsG...
RATAN TATA       PRODUCT SYSTEMS: Tata Indica Vista has Euro-4 engine, both diesel and petrol variants, Eurotech        g...
RATAN TATA   Point of Difference (PODs) & Point           Objectives of Tata’s Advertising    of Parity (POPs) – Indica ...
RATAN TATAAdvertising Mediums                                   Marketing Public Relations   Consumer Products : Mainly T...
RATAN TATACorporate Social Responsibility                                  12
TATA’s Ratan (Jewel)Tata Group’s milestones…….      Largest Indian multinational conglomerate.      Operating 98 operati...
RATAN TATA             14
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Tata's ratan (jewel)_-_final

  1. 1. TATA’s RATAN (Jewel) Presented by: 1. Monica Gidwani 2. Peter D’souza 3. Pravat Sahoo 4. Rohit Kamat 5. Ramchandra Manerikar 6. Savio Rangel 7. Sushil Lad 8. Ziegler Rodrigues ***** 1
  2. 2. TATAJehangir Ratanji Dadabhoy Tata (JRD)1925 JRD joined Tata & Sons which was set up by Jamshedji Tata.1935 JRD founded Indias first commercial airline, Tata Airlines.1938 At the age of 34, JRD was elected as the Chairman of Tata & Sons having major interests in Steel, Engineering, Power, Chemicals and Hospitality.1936-45 Founded Tata Institute of Social Sciences (TISS), Asias first cancer hospital, the Tata Memorial Hospital in Bombay, the TIFR & the NCPA1945 Founded Tata Motors.1956 Initiated a program of closer employee association with management.1968 He founded Tata Consultancy Services.1987 He founded Titan Industries.Ratan TataEarly life, Education and Career Start-up….1937 Born in Mumbai on Dec 28 in a Parsi Family. He is the great-grandson of Tata Group Founder, Late Jamsedji Tata.1962 Completed BSc – Architecture from Cornell University.1975 Completed Management Programme from Harvard Business School. 2
  3. 3. RATAN TATAA Shaky but Challenging Start….1962 Jointed Tata and started working at Jamshedpur Steel Plant.1971 Appointed Director of an already Sick The National Radio & Electronics (Nelco) with a challenge to make it profitable.1974 Became a Director in Tata Sons.1977 Given charge of Empress Mills, another Sick unit, to turn it profitable.1981 JRD stepped down as Tata Industries chairman, naming Ratan as his successor. Mr. Ratan Tata sold non core businesses like TOMCO, Lakme, Pharma Companies and brought Mckinsey for reorganization. Promoted Tata Telecom, Tata Finance, Tata Keltron, Tata Honeywell, Tata Elxsi and Plantek.Achievements….1988 As a Telco’s chairman successfully resolved prolonged labour dispute.1991 Took over Tata Group Chairman.1998 Launched Tata logo & created a universal branding policy in the Group.1998 Launched Indica2000 Acquisition of Tetley 3
  4. 4. TATAAchievements contd……2007 Acquisition of Corus2007 Launching of Lakhtakia Car “Nano”.2008 Acquisition of Jaguar & Land Rover.2008 Shifting of Tata Nano Project from Singur to Sanand.2011 Willing to launch hotel projects in West Bengal under Mamta’s Leadership.Mr. Pallonji Mistry (Phantom of Bombay House) He has 18.5% stake in Tata Sons and he is the single largest shareholder. He is the Chairman of the Shapoorji Pallonji Group. He is known for his media-shyness and rarely appears in public.Mr. Noel Tata1999 Became the M.D. of Trent, Tata’s Retail Arm. Earlier he was with Tata International. Trent runs lifestyle chain (Westside, Star Bazaar, Fashion Yatra), and Landmark. Westside’s success story made him Director in Titan Industries, and Voltas. Speculation is that he may be the successor of Mr. Ratan Tata. 4
  5. 5. RATAN TATA TATA’s CONSUMER MARKETSConsumer Products Business Products Global Markets Non Profit & Govt. markets 5
  6. 6. RATAN TATA Tata’s Holistic Marketing Approach Internal Marketing Integrated Marketing HolisticPerformance Marketing Marketing Relationship Marketing 6
  7. 7. RATAN TATA Products Acquired Collaboration Tetley Tea, Corus Steel,  Tata AIG Pierre Hotel,  Tata Jaguar Hitachi Land Rover.  Tata Sky Himalayan Water Westside Products Launched Co-Branding  Tata Indica, MasterCard Nano, Credit Ginger Hotels Card Tanishq 7
  8. 8. RATAN TATA Segmentation of Tata’s Consumer Markets Consumer MarketsGeographic Demographic Psychographic BehavioralCity – Tashi, Tetley Age – Titan Fasttrack Innovators: Jaguar, Decision Roles: TataHimalayan Water, Land Rover, Taj Hotels, Agro ProductsLandmark Life Stage: AIG Life Pierre Hotel Insurance Occasions: Tanishq, Thinkers: Voltas ACsUrban – Tata Titan, WestsideIndicom Family Size – Star Achievers: Tashi,Ginger Hotels, Tata Bazzar, Tata Cars Tanishq (9 to 5 Benefits: Tata Indica,E-mall online collection) Nanopurchase Gender - Tanishq Social Class: Tata Salt Experiencers: Tata User Status: GingerRural – Tata Agro Indicom, Tata Sky Hotels, Himalayan Income: Titan, Sonata Believers: Tata Salt Water Watches User Rate: TataNiche Marketing : Jaguar, Land Rover, Taj Air, Himalayan Water IndicomIndividual Marketing : Tata AIG Insurance, Tata’s Defense ProductsLocal Marketing : Tata’s Fertilizers, Seeds and Agro equipments, Tata Kisan Sansars 8
  9. 9. RATAN TATA  PRODUCT SYSTEMS: Tata Indica Vista has Euro-4 engine, both diesel and petrol variants, Eurotech gearbox, four-spoke tilt-adjustable steering wheel and height adjustable driver seat. increased storage area, integrated 2-din stereo system with Blue 5 and USB port compatibility. dual airbags at the front and ABS (Anti-Lock Braking System)  PRODUCT MIXES : Width, Length, Depth & Consistency Width Chemicals Engineering Metals Communication Services Energy Consumer Products Salt Vehicles Steel Software Hotels Power Beverages I-Shakti Dals Auto Parts Advance Telecom Infrastructure Solar Power Watches & Jewellery Swatch Equipments Composites DTH Housing Retailing Soda Ash Airconditing Broadband Insurance Industrial Salt Consulting Multimedia Asset Mgmt Cement Projects Research Finance Fertilizers Laboratories Logistics Biofuels Urban ServicesLengthDepth:Tea/coffee – Tata Tea, Kanan Devan, Vitax, Tetley, Eight O’ Clock Coffee, Good Earth, Tea4kidzHotels – Taj Palace, Taj President, GingerConsistency – Many distribution channels provide uniform support for many products in a category 9
  10. 10. RATAN TATA Point of Difference (PODs) & Point  Objectives of Tata’s Advertising of Parity (POPs) – Indica Car Program: Informative Persuasive PODs: Maruti Zen (Compact Size), Advertising Advertising Ambassador (Spacious & Sturdy), Maruti 800 (Value for money) Indica has all these features (negating the PODs by creating POPs) and (It’s (Keep it (Isco laga (Wait marketed strongly on POPs and sold a Wonderful Simple Silly) dala to life Mat million cars till today. thing) jinga la la) Kar) Point of Difference (PODs) & Point of Parity (POPs) – Himalayan Reminder Reinforcement Water Advertising Advertising PODs: Bisleri (Safe to drink processed water), Tata acquired Himalayan Water which is unprocessed mineral water directly from the Himalayas, a truly health & (Desh ka Namak) (Kushioon Ki Chabi) wellness product having PODs & POPs. 10
  11. 11. RATAN TATAAdvertising Mediums Marketing Public Relations Consumer Products : Mainly TV Ads, Rest Companies for Tata Group options - Print Ads,. Billboards  Rediffusion Business Products: Mainly Print Ads, Trade Fairs, Sponsorships.  McCann EricksonConsumer Sales Promotion Tools  Publicis Zen Samples: Beverages Tetley Samples  Vaishnavi Frequency Programs: Taj Hotels Ginger  Saatchi & Saatchi Free Trials: Cars Brand Ambassadors Sponsorships Product Warranties: Voltas AC, Tata Swatch Point of Purchase : Westside, Croma, LandmarkTrade Promotion Tools Price-off: Discount on List Price Trade Shows & Conventions Sales contests: Free Trips, Cruises Specialty Advertising: T-shirts, Stationery 11
  12. 12. RATAN TATACorporate Social Responsibility 12
  13. 13. TATA’s Ratan (Jewel)Tata Group’s milestones……. Largest Indian multinational conglomerate. Operating 98 operating companies (28 listed) in 7 Sectors. Operations in over 80 countries in 6 continents. 65 % of the total income is overseas income. Largest private sector employer with over 4,00,000 employees. Nearly 20 years later, at Rs 3.46 Lakh Crore (Rs 3.46 trillion), Tata Group revenue is 40 times the 1991 level, while net profit has gone up four times. Truly a Salt-to-Software group.Is Ratan Tata indispensable ? In 2002, Ratan Tata was at 65. Tata Sons Board made him non-executive chairman. In 2008, the Board upped the retirement age from 70 to 75. In December 2012, Ratan Tata will retire at the age of 75. Board and Shareholders don’t want to lose their Ratan (Jewel). Board has set up a 5 member selection team to find a Successor. Search is still on…… 13
  14. 14. RATAN TATA 14

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