2. AGENDA
1 2 3 4 5
Introduction Current Market SWOT Tactics and
action Program
Concept of IMC
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3. INTRODUCTION
Tata Motors is a leading global automobile
manufacturing company, with a diverse portfolio that
includes cars, utility vehicles, trucks, buses, and
defense vehicles. It is a part of the Tata Group, one
of the largest conglomerates in India. The company
has a strong focus on innovation and sustainability.
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4. Current Marketing Situation
Product Range
Tata Motors offers a wide
selection of vehicles,
catering to diverse
consumer needs, from
compact cars to heavy-
duty trucks and buses.
Global Presence
The company has a
significant market
presence in various
regions, with a focus on
emerging economies and
mature markets alike.
Technological
Innovation
Tata Motors continually
invests in R&D to develop
advanced, eco-friendly
technologies and
innovative vehicle
designs.
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5. SWOT ANALYSIS
Strengths
• Strong Brand heritage
• Extensive Product range
• Robust Distribution network
Weaknesses
• Perceived quality issues in certain models
• Limited presence in premium segments
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6. Opportunity
• Increasing demand for electric vehicles
• Expansion into emerging markets
• Forging strategic alliances
Threat
• Intense competition
• Regulatory complexities
• Economic uncertainties
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9. Tactics and Action Programs
Advertising Digital
Marketing
Content
Creation
Public
Relations
Events and
Sponsorships
10. Budget
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Traditional
Advertising
• Tata Motors heavily invests in traditional advertising platforms like TV, print, and
outdoor displays.
• This strategy is employed particularly during new model launches such as the Tata
Altroz.
• The goal is to ensure widespread awareness among the target audience
Digital
Marketing
• Tata Motors allocates a significant portion of its budget to digital marketing initiatives.
• They leverage social media platforms, search engine optimization (SEO), and online
advertising.
• The aim is to engage with tech-savvy consumers effectively..
Experiential
Marketing
• Tata Motors organizes experiential marketing activities like test drive events and
dealership promotions.
• These activities provide hands-on experiences to consumers.
• The goal is to reinforce brand affinity and create a stronger connection with customers.
11. Evaluation Process
Data Analytics
Utilizing data insights to
measure and analyze
marketing performance.
Feedback Mechanisms
Collecting and evaluating
feedback to refine
marketing strategies
Performance Metrics
Establishing key
performance indicators to
assess the effectiveness of
marketing efforts.
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12. CONCEPTS OF IMC USED
• Brand Positioning
• Target Audience Segmentation
• Advertising
• Public Relations
• Digital Marketing
• Events and Sponsorships
• Content Creation
• Budget Allocation
• Performance Evaluation
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