Brand: TAMO
Company : Tata Motors
Brand Analysis Count: # 574
My preliminary agreement is that Tata Motors volition job TAMO to launch high-end niche products similar the sports car, luxury sedans etc to interruption away from the existing perception of a low-cost utility auto maker. Tata Motors likely is trying to adjust the much-discussed strategy of Japanese carmaker's strategy of entering the USA premium marketplace through novel brands similar Accura, Infinity etc.
But inwards all reports virtually TAMO together with fifty-fifty inwards the companionship website, the TAMO construct is categorized every bit a sub-brand. If Tata Motors is whatsoever means serious virtually positioning TAMO unlike from the existing perception of Tata Motors, the sub-brand strategy is non a wise move.
Sub-brands are almost e'er used amongst a bring upward brand. So if TAMO is a sub-brand, it would hold out endorsed past times Tata Motors. So if TAMO's primary role is to interruption away from Tata's existing image, the sub-brand strategy volition non work.
On the other hand, if Tata wants to launch products similar sports auto using a sub-brand strategy, thus I wonder whether customers would actually hold out opened upward to paying a premium for a Tata car. Influenza A virus subtype H5N1 parallel tin hold out drawn with Maruti Suzuki launching a premium distribution network Nexa to launch its premium cars but later on diluted the premium by adding cars similar Ignis which starts at Rs v lakh.
One bold deed would hold out that TAMO launched every bit an independent construct of niche products without whatsoever endorsement from Tata Motors. It's besides early on to comment on how Tata Motors conception to position TAMO, but that would hold out a storey worth watching for.
Company : Tata Motors
Brand Analysis Count: # 574
On Feb 2, 2017, Tata Motors announced the launch of a novel sub-brand TAMO. According to the Tata Motors website, TAMO will be
TAMO every bit a new, separated vertical volition operate inwards the commencement stride on a depression volume, depression investment model to render fast tracked proves of technologies together with concepts.
This is a pregnant deed for Tata Motors who has been trying all sorts of strategy to deed upward the value chain. The Tata Motors has been stuck with the utility vehicle maker tag inwards the Indian marketplace for long. The perception has affected the premium brands similar Aria, Safari etc inwards getting client involvement together with adoption.
My preliminary agreement is that Tata Motors volition job TAMO to launch high-end niche products similar the sports car, luxury sedans etc to interruption away from the existing perception of a low-cost utility auto maker. Tata Motors likely is trying to adjust the much-discussed strategy of Japanese carmaker's strategy of entering the USA premium marketplace through novel brands similar Accura, Infinity etc.
But inwards all reports virtually TAMO together with fifty-fifty inwards the companionship website, the TAMO construct is categorized every bit a sub-brand. If Tata Motors is whatsoever means serious virtually positioning TAMO unlike from the existing perception of Tata Motors, the sub-brand strategy is non a wise move.
Sub-brands are almost e'er used amongst a bring upward brand. So if TAMO is a sub-brand, it would hold out endorsed past times Tata Motors. So if TAMO's primary role is to interruption away from Tata's existing image, the sub-brand strategy volition non work.
On the other hand, if Tata wants to launch products similar sports auto using a sub-brand strategy, thus I wonder whether customers would actually hold out opened upward to paying a premium for a Tata car. Influenza A virus subtype H5N1 parallel tin hold out drawn with Maruti Suzuki launching a premium distribution network Nexa to launch its premium cars but later on diluted the premium by adding cars similar Ignis which starts at Rs v lakh.
One bold deed would hold out that TAMO launched every bit an independent construct of niche products without whatsoever endorsement from Tata Motors. It's besides early on to comment on how Tata Motors conception to position TAMO, but that would hold out a storey worth watching for.
