TATA ACE BRAND

1. TATA ACE
“SMALL”
IS
“BIG”.

2. INTRODUCTION
•Launched In May, 2005
•Inspired from highly successful Japanese mini truck kei truck
(introduced in 1977) and Korean Kia Bonga(1980)
•Tata ace is powered by a small and efficient 16bhp
700cc diesel engine.
•Suitable for both rural and urban areas.
•Tata ace set the trend as countries first
High performance, low maintenance
Safe and reliable mini-truck
Sporty car-like features to ensure comfort in riding and handling.

3. 4 P’s
Product
Being 4 wheeler; gives higher-status
 Safer than 3-wheeler and comfortable.
 Capacity of carry the load up to 1500 kegs.
 Cost of Rs.6.70 to transport 1 ton a distance of 1 km.
 3-wheelers were not allowed on express highways additional
advantages of being 4-wheeler.
 Easily travel in rural areas.
 Innovative 2-cylinder diesel engine which can give
speed up to 100kms/hr.

4. Levels of Product
Core benefit –
Light commercial Vehicle.
Basic product- 4 Wheeler.
Expected product -
Safer, Powerful and
Convenience with low
maintenance.
Augmented product- High
Status and 30%extra
Overload.
Potential product – run on
LPG, CNG and with A.C
Cabin.

5. Price
•The Company targeted Customer who were willing to pay higher price for
extra value provided to them and also Vehicle is designed to reduced the
operating cost.
•The number of components used was kept low, the assembly line was made
short and around 80% of TATA ACE component were outsourced.
Tata ACE was a winning concept with 4 Wheeler Functionality and Price
close to that of 3 Wheelers.

6. Place
 Availability of the product at right place and at right time.
 City, Small Town, Villages and Urban belts in India.
 Distribution Network- Hub and SPOKE Model.
 Existing dealership acted as Hub and Set up 15 dealership.
 Each dealer Set-up 15-20 Ace Store.
 “Only Sales” Stores Compared to traditional “Sales and Service ”
 A Sales Outlet every 40-50 Kilometers all over India.

7. Promotion
Communication Channels:
Print Media- The “Chota Hathi” Advertisement.
Public Relations – Generated a lot of Positive Press in the Launch Period and also by
gaining International Awards.
Sales Promotions – An Initial discount of Rs 4000 was given on Ace. Financial Services
provided to further increase the purchase incentives.
Television – 1st LCV Brand used extensive ad on T.V. Ads Communicating new
opportunities that Ace Present.

8. Segmentation
Geographic segmentation:
1.Rural areas-Rural villages with population of over 10000.
2.Urban areas-Semi-urban areas, small towns with population between 20000-
50000.
Demographic segmentation:
 Age- 20 to 34, 35 to 49 years.
 Gender-male.
 SEC- R1, R2 and R3.
 Occupation-
•Truck owners
•First time LCV purchasers
•Farmers
•Small trade

9. Psychographic segmentation:
Science of using psychology and demographics to better understand consumers.
Byers are classified on the basis of personality traits, values and lifestyle.
Behavioral segmentation:
Benefits- 4wheeler benefits i.e. comfort,style,safety.
User status-1st time 4 wheeler users and existing 3-wheeler users etc.

10. Targeting
Selective specialization:
M1 M2 M3 M1: New 3-wheeler
planners (45%).
P1
M2:Potentional pick-up
P2 & LCV purchasers(15%).
P3 M3:First time LCV
purchasers(40%).

11. POSITIONING
Positioning statements:
India's first mini-truck.
“Small is Big”.
Stability & trust of big truck.
Economic liberation.
 Feel good about job(Satisfaction).
Transportation at the Last mile.

12. Point of Parity
POP Tata ace Piaggio (ape) M&M (maxximo)
Segmentation Segmentation for Segmentation for Segmentation for
Rural & semi- Rural & semi- Rural & semi-
urban areas urban areas urban areas
Features Provide comfort, Provide comfort, Provide comfort,
safety, low cost safety, minimum safety,
cost affordable cost
Fuel Type Diesel Diesel Diesel

13. Point of Difference
POD Tata ace Piaggio (ape) M&M
(maximo)
Types LCV 4-wheeler 3-wheeler LCV 4-wheeler
Price Close to 2 to Close to 1.9 Close to 3 to
2.8 lakh lakh 3.8 lakh
Power 16 HP@ 3200 12.67KW 18.4KW
RPM @3600 RPM @3600 RPM
Fuel Tank 28 Lt. 30 Lt. 33 Lt.
Capacity
Launch All Over India All Over India Region Wise

14. PRODUCT LIFE CYCLE

15. TATA ACE LINE EXTENTION

16. BRAND EXTENTION

17. Official Advertisement
TATA ACE ZIP
TATA MAGIC
TATA MAGIC IRIS

18. “BIG THINGS COME IN
SMALL PACKAGES”
NAMES ROLL NO.
VARSHARANI JADHAV 17
SUJATA KUTTE 24
NILESH SARGAM 38
SONALI SAWARDEKAR 39
ROSHNI SHAH 42
Thanks

20. Point of differentiation
STYLE SAVING VERSATILITY
SAFETY PERFORMANCE COMFORT