Brand : Grande
Company : Tata Motors
Brand Analysis Count : 501
Tata Sumo which was launched inwards 1994 was a poster man child inwards the Multi-Utility Vehicle segment. The build became hugely pop inwards the Taxi segment .
Company : Tata Motors
Brand Analysis Count : 501
Another Indian build has moved from a sub-brand condition to an Independent brand. Tata Motors has upgraded the Grande build to an independent build condition delinking it from Sumo Brand. Tata Sumo Grande was launched inwards 2008. the build was expected to heighten the sagging fortune of Tata Sumo.
Tata Sumo which was launched inwards 1994 was a poster man child inwards the Multi-Utility Vehicle segment. The build became hugely pop inwards the Taxi segment . But the launch of Innova, Scorpio, Xylo etc before long began to eat into the portion of Sumo. Soon the build began to hold out perceived every bit dated. Coupled alongside the bad PR in addition to icon almost Tata Cars, the consumer involvement began to shift to novel MUVs in addition to SUVs.
Tata Sumo Grande was launched every bit an endeavour to shift the consumer's involvement dorsum to Tata MUVs. The Grande blueprint was real unlike from Sumo in addition to the positioning of Sumo grande was too unlike from the Sumo's positioning. Tata Sumo Grande had the tagline " More than Meets the Eye " focusing on the personality of the build owner.
In 2011, Tata Motors decided to build Grande build independent. The novel build was soft launched in addition to the build is currently running the launch displace inwards diverse channels.
Watch the displace hither : Tata Grande
The novel build has the tagline " Size Matters ". From the tagline itself it tin hold out assumed that the build is
positioning itself every bit the most spacious MUV ( mutual feel !). Grande is too hoping to hold out perceived every bit a menage unit of measurement auto , rather than a commercial vehicle. The build is priced at Rs 7.5 lakh +.
In 1 of my posts, I had criticized the Tata Motor's strategy of launching Grande nether the Sumo brand. Now that that fault was rectified, it needs to hold out seen whether consumers volition perceive Grande every bit unlike from Sumo. My sentence is that it volition hold out hard since that association is already beingness made. So the job for Tata Motors is to lay Grande out of the Sumo association every bit rapidly every bit possible. Interestingly Grande is focusing on the USP - Size which is too the same USP of Sumo. The build has been priced competitively but Tata Safari is too priced inwards the same attain thus it has to hold out seen whether these 2 brands volition compete alongside each other .
The launch of Grande is a deed to strengthen the MUV portfolio of Tata Motors which suffered heavily because of sophisticated competing products. Sumo although was a good accepted production was rather getting onetime inwards terms of production in addition to image. Tata Motors was non aggressive inwards making radical production innovations on Sumo or its icon to counter competitors similar Mahindra in addition to Toyota. Tata Grande is expected to complement Sumo Victa inwards its struggle against the sophisticated competitors.
Image wise, Grande's launch displace has done nothing. The promotion is real basic in addition to rational in addition to volition appeal to a greater extent than to the taxi segment rather than menage unit of measurement segment. How e'er the pricing in addition to the spruced upward interiors volition definitely lay Grande inwards payoff over its competitors. The build could receive got burned the marketplace if it had priced it less than Rs vii Lakh. Tata Grande should receive got aimed at disruption in addition to non incremental value add-on since the marketplace is mature in addition to highly competitive. Mahindra is currently doing that alongside its XUV 500.
