Tata Indica used slogans over time to position itself as an affordable yet aspirational car for average Indians. Initial slogans emphasized its economical value and ability to provide "more dreams per car." Later slogans focused on style and premium features to generate likability among consumers. The car offered the interior space of larger cars but at a price close to the Maruti 800. A digital marketing campaign promoted test drives to increase footfalls at dealerships. While the Facebook page did not address complaints well, Twitter was more active in customer service.

1. TATA Indica
Slogans that capture the Imagination of Consumers

2. Brand Elements Name
For Indians

3. Brand Elements Criteria Memorable, Meaningful,
Transferable
Create High level of
Awareness

4. Brand Elements Slogan
More Economical value
than ever

5. Brand Elements Slogans changed with time
Position itself as a Dream
Car for Average Indians
More dreams per Car

7. Brand Elements Slogans changed with Models
Selling different values
Spoil Yourself
Because we like to carry our world with us
The Xclusive Lounge
Style does matter

8. Brand Elements Criteria Memorable, Meaningful,
Likable
Generating likability
in consumers mind
Spoil Yourself
Because we like to carry our world with us
The Xclusive Lounge
Style does matter

9. •Car for Indians
•StylishIndica
•Fuel efficient
•Low Price
More car
per car
Brand Elements Characteristics

10. World-class
standards of safety
Easy entry and exit
for passengers; this
meant a higher
suspension and
raised back seats
The inside space of
an Ambassador
and the external
dimensions of a
Zen
Revolutionary
Features offered
The economy of
diesel
Contemporary
design
Price approximating
the Maruti 800
Brand Elements Characteristics

11. Brand Elements Criteria Likability leads to Adaptability

13. "More car per car" came in more version than one can think of

14. Competition With Maruti 800
Launched on 1983 1988
Units Sold 2.66 Million 1.2 Million
(First Generation)
Production Closed 2013 2007

15. Promotional Strategy - Objective
The objective is to increase footfalls at the dealer outlets for test drives across top
20 cities in India. And for this the strategy is to develop high impact creative with
large units (in the face) and attract attention of netizens. Also, to attract people
aged 25 to 35 who could be potential customers of the Indica V2.
Tata Indica V2 Petrol Test Drive' online campaign

16. Promotional Strategy
We saw that there was a larger chunk of potential customers who were more glued to
the internet rather than print and electronic media — particularly the office goers in
private companies and the professionals," he said. '"Online allows us to skew our
presence geographically and generate foot falls.
- M G Parameswaran, executive director of FCB

17. When a person logged on to the www.tatamotors.com, after six seconds, the capture gives way
to the site. The ads were placed on horizontals such as rediff.com, yahoo.com and
hindustantimes.com and innovations on sites (site captures), leading to the registration page and
targeted creative (banners, pop-ups, large units) exposures
Promotional Strategy : Website & ads

18. Social Media : Facebook : Not that active
Complaints are not entertained on official
Facebook Page

19. Social Media : Twitter : Active
Complaints are taken care of

20. If you get inside an Indica and you get inside a
competitor, it’s pretty obvious that the Indica is a
class bigger.
It is designed to be the most spacious small car
but priced like a small car. It is designed to be
the most powerful small car but to be
economical and affordable.
We have a fairly young group of designers - the
average age would be about 28-30 years. A lot of
them have come from the National Institute of
Design and the Industrial Design Centres of IIT.

21. This slides have been created by Koushik Das
during the PGP Brand Management course
taught by Prof. Sameer Mathur at IIM Lucknow