India's largest automobile society is struggling alongside its rider machine business. The society which owns best selling ( in i trial upon a time) brands similar Indica, Indigo, Safari together with the " Iconic" Nano is finding it hard to sell their cars inwards a marketplace which is diesel fuel crazy. Isn't it ironic that Tata Motors is non at the top of a marketplace where diesel fuel models are selling similar hot cakes ?
I was reading a really critical slice of analysis inwards Forbes Bharat ( read here) which throws inwards many pertinent issues. My ii cents is that at that spot is a larger issues of marketing inwards play here. Tata Motors has a large marketing work together with the society is non doing anything on that. It is sad. Tata Motors near changed the Indian rider machine marketplace inwards 1998 alongside the launch of Tata Indica. Although Indica faced lot if teething issues , the create became a trail-blazer creating the diesel fuel machine segment which is affordable together with durable. But along alongside the success came the baggage of perception. Indica despite beingness highly successful was perceived to last a machine riddled alongside nagging problems. The lack of refinement together with the not-so-perfect construct character became the hallmark of Tata rider cars. Consumers accepted those nagging issues because the value offering was together with then good.
But marketplace began to modify alongside competitors catching upwards alongside ameliorate character diesel fuel engines together with superior built quality. Tata motors , inwards my opinion, was stuck inwards the past. Although the society came out alongside production refinement, it failed to create the quantum saltation inwards changing the perception problem.
Now a fourth dimension has come upwards where Tata cars are non inwards the ' choice listing ' of the customers. It is a grave work that needs to last addressed rapidly other wise the work solid volition come inwards into a league of Ambassadors together with Premier Padminis.
Tata Motors ask a novel face. The society is desperately trying to improve upon the Indica platform which has a huge perception issue. If the work solid wants to larn dorsum into the game, it needs a novel create which is distinct from Indica together with Vista equally a create has non been effective since it was launched equally a sub-brand of Indica. So a novel production alongside a novel create would last the ( expensive) choice available for Tata Motors to create a comeback. At the production level, naught less that a course of character revolution is needed to convey consumers dorsum to Tata showrooms. Aria was a saltation inwards terms of built-quality but priced beyond mutual sense.
The production related drive should last followed past times a rigid branding crusade for Tata Motors to modify the character perception. This should last backed past times a rigid modify inwards mental attitude of dealers towards Tata Motors ' customers. The dealers nevertheless alive inwards the era where at that spot is a beeline of customers for Indica. That mental attitude needs to last changed together with a rigid responsive activeness at the moments of truth touchpoint is needed inwards this crisis.
Tata Motors ask a rigid production pipe-line backed past times a strategy to modify the perception of the marketplace towards its products. This needs to last addressed at the highest degree together with Tata Motors has the wonderful JLR resources to produce this inside no time.
