SUBMITTED TO:Prof. Sameer Mathur

SUBMITTED BY:Rachit ShahPGP31171

TATA INDICA- MORE CAR PER CAR

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.

Why Tata Indica an emblem of “MORE CAR PER CAR”?

It redefined what an Indian customer could expect from a hatchback car.

1. EFFICIENCYThe 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.

2. SAFETY & EASE

World-class standards of safety.

Easy entry and exit for passengers; this meant a higher suspension and raised back seats.

3. SPACEThe 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)

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. 

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

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.

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.

3. Average Build Quality

Steering height and pedals were placed awkwardly.

Refinement levels were low.

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

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

Launch of Indica V2-2001

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

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

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

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

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

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

Summary

Launch of Tata Indica

Why More Car per Car?

Initial Criticism

Launch of Tata Indica V2

Launch of new versions with new

taglinesTarget market for

TATA Motors

DISCLAIMER

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

IIM Lucknow