Tata Indica- More Car per Car

1. SUBMITTED TO:
Prof. Sameer Mathur
SUBMITTED BY:
Rachit Shah
PGP31171
TATA INDICA- MORE CAR PER CAR

2. Tata Indica- A Success
Story
Launched in January 1998 at AutoExpo. When the
bookings opened in 1999, it garnered an
unprecedented 115,000 fully paid bookings.

3. Why Tata Indica an emblem of
“MORE CAR PER CAR”?
It redefined what an Indian customer could expect from a hatchback car.

4. 1. EFFICIENCY
The car is portrayed to be the most fuel efficient car in
its class. It has better fuel efficiency than its competitor
Maruti 800. It has the economy of diesel.

5. 2. SAFETY &
EASE
World-class standards of safety.
Easy entry and exit for passengers; this meant a
higher suspension and raised back seats.

6. 3. SPACE
The company presented that Tata Indica has the
inside space of an Ambassador (which is considered
to offer the optimum space for the typical Indian
family)

7. 4. STYLE
The car has contemporary design. Tata invested 120 crore in its design house to
develop Indica, 225 cad stations were erected for 340 odd engineers to work on. Final
design were rendered in association with IDEA design house of Italy.

8. When first launched, the Indica prompted many complaints from early
purchasers. Everyone looked down upon this car from Tata talking about all the negative
points about the performance
Initial Criticism

9. 1. Poor Quality
Parts
Quality of bumbers, dashboard, suspension, gearshift,
electricals, etc. was not good. Because of the poor
quality parts, the car was not reliable.

10. 2. Lacked
performance
Customers claimed that the vehicle did not deliver
horsepower and gas mileage as promised. The 1.4
litre 53 bhp engine was underpowered because the
car was too heavy.

11. 3. Average Build
Quality
Steering height and pedals were placed awkwardly.
Refinement levels were low.

12. Continuous improvement and value proposition forced customers to choose Indica
We can see lot of Indica customers cribbing about the bad service but sticking to the
brand because of the value proposition. One cannot get a diesel car with that much
space at the price at which Indica is selling
Value Proposition leads to Customer Loyalty

13. Issues in initial version of Indica was later sorted out with the
launch of refreshed model called Indica V2.
Launch of Indica
V2-2001

14. The slogan used for Indica stayed with the car as it got relaunched in a new avatar,
Indica V2, in 2001.

15. The positioning of Tata Indica V2 facilitated entry into
commercial vehicle space and was sold as both a family car as
well as a cab car
Multi purpose
vehicle

16. The Indica has now been on the Indian roads for the last 13 years and it is considered
as the flagship of Tata. Tata was able to capture sizable market share in the competitive
market with the help of Indica. Indica reached 1 million mile stone in 2007 which was
followed by the launch of Vista.
Tata Indica- Growth Story

17. Indica with its tag line of "More car per car" came in more version than one can think of,
below are the different variants/model which were launched.
Indicab
Indica Indica V2 Indigo Marina
Indigo XL
Indigo CS
Indica Vista
Indigo Manza
Indica eCS

18. The positioning across the brand portfolio remains the same. All the brands focus on the
value proposition. But these sub- brands sports different taglines
New Taglines
VISTA- Surprise Yourself
INDICA V2- More car per car
INDICA XETA - Makes much more car sense
TATA NANO- The people’s car
TATA INDIGO- Spoil Yourself

19. TARGET MARKET FOR TATA MOTORS
USP
Most affordable car in the
Indian automobile market
Benchmark setter in the
segment with advanced
technology and safety
A SUV having good off-
roading capabilities and
spacious interiors
TARGET GROUP POSITIONING
Families/Individuals
belonging to middle class
segment
Young working
professionals in urban
areas
Families belonging to
upper middle class
segment
Cheapest and most
affordable car
Dependable, price efficient
sedan with high tech features
for high tech savvy young
people
Positioned as a capable off-
roading SUV with powerful
engine performance
CATEGORY
HATCHBACK
SEDAN
SUV

20. Summary
Launch of
Tata Indica
Why More Car per
Car?
Initial Criticism
Launch of Tata
Indica V2
Launch of new
versions with new
taglines
Target market for
TATA Motors

21. DISCLAIMER
This presentation is created by Rachit Shah, during the PGP
Brand Management course taught by Prof. Sameer Mathur at
IIM Lucknow