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HISTORY Of TATA

In 1868, the TATAGroup was founded byJamsetji Nusserwanji Tatain the mid 19th century,a period when India hadjust set out on the road togaining independence

from British rule.

The Indian Hotels Companyis incorporated to set upthe Taj Mahal Palace andTower, India's first luxuryhotel, which opened in1903.

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Contd.

In 1902, the Tata Iron and SteelCompany (now Tata Steel) isestablished to set up India's first

iron and steel plant inJamshedpur. The plant startedproduction in 1912.

In 1910,the first of thethree Tata ElectricCompanies, The Tata

Hydro-Electric PowerSupply Company, (nowTata Power) is set up.

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Contd.

In 1912, the Tatas enter theconsumer goods industry, withthe Tata Oil Mills Company

being established to makesoaps, detergents and cookingoils.

In 1932, Tata Airlines, adivision of Tata Sons, isestablished, opening up the

aviation sector in India.

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Contd.

In 1939,Tata Chemicals,now the largest producer ofsoda ash in the country, is

established

In 1945, Tata Engineering andLocomotive Company (renamedTata Motors in 2003) isestablished to manufacture

locomotive and engineeringproducts.

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Contd.

In 1954,India's majormarketing, engineering andmanufacturing

organisation, Voltas, isestablished.

In 1962,TataFinlay (now TataTea), one of the largest teaproducers, is established.

Tata Exports is established. Todaythe company, renamed TataInternational, is one of the leadingexport houses in India.

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Contd.

In 1968,TataConsultancyServices (TCS),India's first software services

company, is established as adivision of Tata Sons.

In 1970, Tata McGraw-HillPublishing Company is created topublish educational and technicalbooks.

Tata Economic ConsultancyServices is set up to provideservices in the field of industrial,marketing, statistical and techno-economic research andconsultancy.

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Contd.

In 1984, Titan Industries a jointventure between the Tata Groupand the Tamil Nadu Industrial

Development Corporation (TIDCO) is set up to manufacturewatches.

In 1991,TataMotors rolls outits millionth vehicle. (The two-million mark was reached in

1998 and the third million in2003.)

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Contd.

In 1996, Tata Teleservices(TTSL) is established to

spearhead the Group's foray intothe telecom sector.

Tata Indicom delivers cellularservices through its CDMA mobile

telephony platform. It has pre-paid and post-paid options,

In 1998,TataIndica India'sfirst indigenously designed and

manufactured car is launchedby Tata Motors, spearheadingthe Group's entry into thepassenger car segment.

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Contd.2004

2005

2

006

2007

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Now The CaseStudyTATA motors limited is the market leader in

commerical vehicles in india and one of themajor players in the passenger vehiclessegment.

In jan 2006, the company launched the indica V2Xeta petrol car as a refurbished version of theindica V2 pertol MPFI.

Xeta was to bought the customer specifically byrendering better fuel efficiency at a competitiveprice.

Through Xeta, the company intended to create aunique brand identity in the customers mind for

the pertol variant of indica.

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Immediately after the launch of Xeta in

january 2006, the passenger car bussinessunit of Tata motors reported a growth of15%.

The indica brand grew by 18.7% which was

attributed mainly to the launch of Xeta.This success also coinsided with the growing

attractiveness of india as a global hub forsmall cars.

The entry of Tata motors immediate rivalslike MUL and HMIL into the diesel segment ofthe small car market was also expected topose strong challenge for TATA.

d i Of h C

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Introduction Of The CaseStudy

The Xeta was developed by Tata Motors as a pre-emptivemove to fight competition, mainly from MUL and HMIL inthe passenger car segment.

The Xeta's "eXtra Efficiency Torque Advantage" accordingto the company, was proffered as an answer to the marketdemand for fuel-efficiency at a competitive price.

Tata Motors intended to create a unique brand identity in

the mind of the customer for the petrol variant of Indica.

Xeta had the potential to change Indica's image as a dieselcar brand. Xeta's success coincided with the growingattractiveness of India as a global hub for small cars.

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Some of the companies which planned to launchsmall cars in India in and after 2007 were GeneralMotors India (GM), Fiat, Toyota Motors, HondaMotor Co., Skoda India, and Renault.

The entry ofMUL and HMIL in the diesel segmentof the small car market was expected to pose astrong challenge to Tata Motors which had theleadership position in this segment.

Contd.

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Reasons For Entering Small

car market..

Both Partners working

Nuclear Family

Move Fast In Traffic

Easy To Park

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VISION To develop TATA into a world class Indian car brandfor innovative and superior value vehicles.

World class in:-

Product appeal and styling - clean, contemporary linesand shapes

Interior space and passenger comfort,

Quality and reliability. Superior value in offering:- Lowest ownership cost Relevant cost effective technology More content at same price point as competition.

This slide will not be included in the presentation ankita has to sayfor the vision point in the above slide

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STRATEGIES ADOPTEDPROMOTIONAL STRATEGIES

1. Tv ADS :- Not a liar

http://get_video.mp4/http://get_video.mp4/

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2. Print media ADS

Contd.

Electronic mediaADS

http://flash/home.swfhttp://flash/home.swf

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3.Internet

Contd.

They believed that the biggest potential of the medium is in the

area of "social media" applications -- user generated content,virals, contests and word of mouth, for instance. The XetaShootout Contest is an attempt to leverage this social mediaaspect of the web

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Contd.Car was targeted at young buyers,

so the campaign was completelyonline.The campaign goes like this : -

http://www.watblog.com/wp-content/uploads/2007/11/xeta.gif

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Product & Pricing :-

2.Technological advancements3.Brand ambassdors

http://flash/indica.swfhttp://flash/indica.swf

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Pricing :

1.Tata Motors had launched a new range of the Indica V2Xeta with a 1.2-litre engine option at an introductorylimited period discount of Rs25,000. and also variousbank loans so that even the common man can affordit.

2.The range is available in four models GV, GVE, GVSand GVG and comes with maximum power of 65.3 PS@ 5,000-5,200 rpm and maximum torque of 10.2 kgm@ 2,600 rpm.

3.Tata Motors' sales and distribution network in Indiaconsisted of720 dealer outlets which were supportedby eight regional offices, 28 regional sales offices and38 sub-regional offices. Most of the dealers wereexclusive dealers.

4.The company had a presence at over 2,000 locations-

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ON

TATA Indica V2 XETA was a great successsince they adopted these marketing strategies.

Indica V2 XETA sales,

at 1,00,300 units inApril-December 2006 ,grew at the above-industry-average rate of35.8 per cent. The 2007Indica V2 Xeta rangecomes at Rs2.55-3.49lakh

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THANK

YOU

PRESENTED BY

3.MUKTHIKA

4.AMRITA

5.ANKITA

6.KARAN CHENGAPPA