HISTORY Of TATA
In 1868, the TATA
Group was founded by
Jamsetji Nusserwanji Tata
in the mid 19th century,
a period when India had
just set out on the road to
gaining independence
from British rule.
The Indian Hotels Company
is incorporated to set up
the Taj Mahal Palace and
Tower, India's first luxury
hotel, which opened in
1903.
Contd….
In 1902, the Tata Iron and Steel
Company (now Tata Steel) is
established to set up India's first
iron and steel plant in
Jamshedpur. The plant started
production in 1912.
In 1910,the first of the
three Tata Electric
Companies, The Tata
Hydro-Electric Power
Supply Company, (now
Tata Power) is set up.
Contd….

In 1912, the Tatas enter the In 1932, Tata Airlines, a

consumer goods industry, with
the Tata Oil Mills Company
being established to make
soaps, detergents and cooking
oils.
division of Tata Sons, is
established, opening up the
aviation sector in India.
Contd….
In 1939,Tata Chemicals,
now the largest producer of
soda ash in the country, is
established
In 1945, Tata Engineering and
Locomotive Company (renamed
Tata Motors in 2003) is
established to manufacture
locomotive and engineering
products.
Contd….

In 1954,India's major In 1962,Tata Finlay (now Tata

marketing, engineering and Tea), one of the largest tea
manufacturing producers, is established.
organisation, Voltas, is
Tata Exports is established. Today
established. the company, renamed Tata
International, is one of the leading
export houses in India.
Contd….
In 1968,Tata Consultancy
Services (TCS),
India's first software services
company, is established as a
division of Tata Sons.
In 1970, Tata McGraw-Hill
Publishing Company is created to
publish educational and technical
books.
Tata Economic Consultancy
Services is set up to provide
services in the field of industrial,
marketing, statistical and techno-
economic research and
consultancy.
Contd….

In 1984, Titan Industries – a joint In 1991,Tata Motors rolls out

venture between the Tata Group its millionth vehicle. (The two-
and the Tamil Nadu Industrial million mark was reached in
Development Corporation (TIDCO)
1998 and the third million in
– is set up to manufacture
2003.)
watches.
Contd….
In 1996, Tata Teleservices
(TTSL) is established to
spearhead the Group's foray into
the telecom sector.
Tata Indicom delivers cellular
services through its CDMA mobile
telephony platform. It has pre-
paid and post-paid options,
In 1998,Tata Indica – India's
first indigenously designed and
manufactured car – is launched
by Tata Motors, spearheading
the Group's entry into the
passenger car segment.
Contd….
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Now The Case
Study
TATA motors limited is the market leader in
commerical vehicles in india and one of the
major players in the passenger vehicles
segment.
In jan 2006, the company launched the indica V2
Xeta petrol car as a refurbished version of the
indica V2 pertol MPFI.
Xeta was to bought the customer specifically by
rendering better fuel efficiency at a competitive
price.
Through Xeta, the company intended to create a
unique brand identity in the customer’s mind for
the pertol variant of indica.
Immediately after the launch of Xeta in
january 2006, the passenger car bussiness
unit of Tata motors reported a growth of
15%.
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 for
small cars.
The entry of Tata motors immediate rivals
like MUL and HMIL into the diesel segment of
the small car market was also expected to
pose strong challenge for TATA.
 Introduction Of The Case
Study
The Xeta was developed by Tata Motors as a pre-emptive
move to fight competition, mainly from MUL and HMIL in
the passenger car segment.

The Xeta's "eXtra Efficiency Torque Advantage" according

to the company, was proffered as an answer to the market
demand 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 diesel

car brand. Xeta's success coincided with the growing
attractiveness of India as a global hub for small cars.
Contd….
Some of the companies which planned to launch
small cars in India in and after 2007 were General
Motors India (GM), Fiat, Toyota Motors, Honda
Motor Co., Skoda India, and Renault.
The entry of MUL and HMIL in the diesel segment
of the small car market was expected to pose a
strong challenge to Tata Motors which had the
leadership position in this segment.
Reasons For Entering Small
car market…..

Both Partners working

Nuclear Family

Move Fast In Traffic

Easy To Park
 VISION To develop TATA into a world class Indian car brand
for innovative and superior value vehicles.
 World class in:-
 • Product appeal and styling - clean, contemporary lines
and 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 say
for the vision point in the above slide
STRATEGIES ADOPTED
PROMOTIONAL STRATEGIES

1. Tv ADS :- “Not a liar”

Contd….
2. Print media ADS

Electronic media
ADS
Contd….
3.
Interne
t

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 Xeta
Shootout Contest is an attempt to leverage this social media
aspect of the web
Contd….
Car was targeted at young buyers,
so the campaign was completely
online.The campaign goes like this : -
Product & Pricing :-
2.Technological advancements
3.Brand ambassdors
Pricing :
1.Tata Motors had launched a new range of the Indica V2
Xeta with a 1.2-litre engine option at an introductory
limited period discount of Rs25,000. and also various
bank loans so that even the common man can afford
it.
2.The range is available in four models — GV, GVE, GVS
and 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 India
consisted of 720 dealer outlets which were supported
by eight regional offices, 28 regional sales offices and
38 sub-regional offices. Most of the dealers were
exclusive dealers.
4.The company had a presence at over 2,000 locations
 CONCLUSI
ON
TATA Indica V2 XETA was a great success
since they adopted these marketing strategies
.
Indica V2 XETA sales,
at 1,00,300 units in
April-December 2006 ,
grew at the above-
industry-average rate of
35.8 per cent. The 2007
Indica V2 Xeta range
comes at Rs 2.55-3.49
lakh
 THANK
YOU

PRESENTED BY

3.MUKTHIKA
4.AMRITA
5.ANKITA
6.KARAN CHENGAPPA