Tata Indica

Tata Indica

IntroductionTheTata Indicais asuperminicar manufactured by Tata motors of India. The first indigenously developed passenger car from Tata Motors.The models have also been exported to Europe, Africa and other countries since late in 2004.Indica marketed itself with the slogans like The BIG Small Car and More car per car.

ContdThe ad campaign focused on roomy interiors and affordability. Within a week of its unveiling in 1999, the company received 1,15,000 bookings.In two years, the Indica became the number one car in its segment.It provides both the version petrol and diesel because of the need of their consumer.

THE FIRST GENERATION INDICA - THE INDICA V1 It is a five-door compact hatchback.The Indica offered options like air conditioning and electric windows, which were previously restricted to only upmarket imported cars in India. Three years later the Indica was exported to European markets for the first time, and from 2003 the Indica wasbadge engineeredand sold in the UK as theRover City Rover.

CONTD..It is strong, powerful and can manage to ferry around passengers with a considerable amount of luggage without any problem.The car comes in the following colors: mint white, jet silver, new orange, sea blue and spice red. Tinted winshield to protect from glare.It has charging points for charging phones and laptops, tailgate latch, light intensity control.It has power steering and reverse warning system.

PROBLEMS

Poor quality parts used in this car, made it non reliable. It gave lot of mechanical problems in the car.. Quality of bumpers, dashboard, suspension, gearshift, electrical, etc. was not good. Indica diesel lacked performance.The 1.4 litre 53 bhp engine was underpowered because the car was too heavy. Steering height and pedals were placed awkwardly Build quality was average.

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THE SECOND GENERATION INDICA - THE INDICA V2

Due to problems, Tata motors decided to launch an improved Indica. They launched the improved Indica called as indica V2. The diesel Indica V2 was much better than the previous generation Indica. Better quality parts were used in the Indica V2. Design of headlights and taillights was changed. Design of front bumper was changed. On the GLX variant, fog lamps were available. In the early 2008, Indica dicor was launched (common rail diesel injection). It is the fastest Indica ever launched.Later airbags was also an option added for the Indica.

THE INDICA VISTA

On 23-8-2008, the indica vista was launched. It is much bigger than the normal indica. The driving position is fully adjustable. This car is famous in India because of it's fiat engines. This is one of the luxurious hatches in India

Tata Indica Brand Portfolio

SWOT AnalysisSTRENGTHS Fuel efficient and good performance Good presence in the Taxi segment Strength Available in a wide range of variants in color & engine Strong distribution and service network Strong backing by the Tata brand WEAKNESS No strong product differentiation when compared to competitors Brand dilution due to strong presence taxi segment

OPPURTUNITIES Expanding automobile market and available space Increasing per capita income and purchasing capability of potential customer base Leveraging the wide distribution to acquire newer customers Increasing the customer engagement programs Augmenting the distribution and service network in various countries 6. Leveraging the presence in Taxi segment to extend brand

THREATS Increasing fuel costs Competition from other big automobile giants Competitive products offering same level features at a lesser price Product innovations and frugal engineering by competitors

Launch of Indica V2Launch of WagonR and AltoComplaints regarding ,mileage horse power

Introductory stage

In 1998, Tata Motors developed the first indigenously developed Light Commercial Vehicle, Indias first Sports Utility Vehicle, the Tata IndicaIndias first fully indigenous passenger car Within two years of launch, Tata Indica became Indias largest selling car in its segmentThe brand successfully transcended the initial flaws, bad customer /expert reviews and brickbats to become one of the largest selling cars in the Indian auto industry.

Growth stage

The brand survived and thrived because of the constant focus of Tata Motors to improve the product continuously.More than the product innovation, it was the value proposition that forced customers to choose Indica despite all those nagging troubles. You cannot get a diesel car with that much space at the price at which Indica is selling (so far).Tata Motors has been continuously tweaking the brand over these years sometimes making quantum leap in the quality and refinement of the product.

Maturity stage

Tata Motors re-engineered the internals of the car and launched it as Indica V2 (version 2),which solved most of the complaints and emerged as one of the most sought after cars in the Indian automobile industry sing the Product Strategy

Later, it was again updated, now marketed as the "Refreshingly New Indica V2". Followed by the next variant of Indica, current in early 2008, called the IndicaV2 Xeta Petrol. Which was followed by a new model under indica was IndicaEV2,Indica vista Drive tech4On 23-8-2008 indica vista was introduced into the market

Decline stageThere has not yet been decline in Indica cars as they have constantly renovated their cars time to time and according to the needs of the consumers.Major technological innovation were made by expanding usage of the existing product through new uses and use situations.

1998 --20072007-still available2011-PRESENT2011-PRESENT

STP analysis of Tata IndicaSegmenting:on the basis of geography Tata segmented people into slow growing and fast growing citiesOn the basis of demography their research included people between the age of 18-50 with and income of over 4lakhsResearcher of Tata indica spent time in understanding the psychology of the people, their preferences and tasteTargetingTargets all categories of all age groupIndividual home builders in urban and semi-urban areas

Contd.Cab operatorsMiddle class groupsPOSITIONINGPositioned as a fuel efficient carMore car per car used as sloganAffordable and comfortable car As a cabFirst passenger car in India

ConclusionThe main reason for the success of Tata Indica series is because of the low costGood quality product and servicesChanging the features of the car according to the customer needsRatan Tatas dream come true of small, affordable and spacious car in India.