Integrated Marketing Communication Plan for Tata Prima

7/27/2019 Integrated Marketing Communication Plan for Tata Prima

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Integrated Marketing Communication Plan

For Tata Prima (Concept Car)

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Product:

Tata Prima (Car)

Company: Tata

Category: Sedan

About Company:

Tata Motors Limited is India's largest automobile company, with consolidated revenues of INR 1,65,654

crores (USD 32.5 billion) in 2011-12. It is the leader in commercial vehicles in each segment, and among

the top three in passenger vehicles with winning products in the compact, midsize car and utility vehicle

segments. It is the world's fourth largest truck and bus manufacturer.

The Tata Motors Groups over 55,000 employees are guided by the vision to be ''best in the manner in

which we operate, best in the products we deliver, and best in our value system and ethics

Established in 1945, Tata Motors' presence indeed cuts across the length and breadth of India. Over 7.5

million Tata vehicles ply on Indian roads, since the first rolled out in 1954. Following a strategic alliance

with Fiat in 2005, it has set up an industrial joint venture with Fiat Group Automobiles. The company's

dealership, sales, services and spare parts network comprises over 3,500 touch points.Through

subsidiaries and associate companies, Tata Motors has operations in the UK, South Korea, Thailand,

Spain and South Africa. Among them is Jaguar Land Rover, a business comprising the two iconic British

brands that was acquired in 2008.

With over 4,500 engineers and scientists, the company's Engineering Research Centre, established in

1966, has enabled pioneering technologies and products. It was Tata Motors, which developed the first

indigenously developed Light Commercial Vehicle, India's first Sports Utility Vehicle and, in 1998, the


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Tata Indica, India's first fully indigenous passenger car. Within two years of launch, Tata Indica became

India's largest selling car in its segment. In January 2008, Tata Motors unveiled its People's Car, the Tata

Nano, which India and the world have been looking forward to. The Tata Nano has been subsequently

launched, as planned, in India in March 2009. Tata Motors launched the Tata Aria, the first Indian four-

wheel drive crossover. The Tata Aria redefines several benchmarks with its design and technologies,

offering class leading features that take comfort and safety to a new height.

About Product:

Tata Prima is based on Tata's flagship car model Tata Indigo and the designing is done by Italian car

design company Pininfarina. Pininfarina has designed the world's popular cars like Ferrari Mythos, Ferrari

Enzo and some Volvo cars. Tata Prima is a future design of sedan with Tata's initials. According to auto

experts in industry, the sedan could be loaded with 1.6L or 1.8 L of petrol engine. On the other hand, asTata's marketing policy, it might be launched with 1.8 L diesel engine. According to the company, the

wheelbase of the Tata Prima would be 2700mm which promises ample interior space.

The exterior of the sedan seems amazing with traditional Tata inputs. The designers did well to give it a

coupe-like silhouette. The innocent face of the Tata Prima is a blend of simplicity with luxury. Curves and

slopes are eye-soothing and pleasing as well. Tata has used its identity in the form of honeycomb front

grille with Tata symbol pasted. The front bumper is also illuminated with LED lights at each end. Rear

view mirrors, door handles and bumpers are in body colour. The rear view of the Tata Prima is more

aggressive and sporty than the front face. Tail lamps and small hatch design is unique and dam sporty.

The design work at the back is less but whatever is there, superb. Five spoke alloy wheels enhance the

excellent piece of work done at the car.

Tata Prima is spacious and impressive from inside. We can simply say that it will be equipped with

advanced interior features and ample headroom and legroom. However, due to the sedan design boot

space would not be as big as it looks. But we can expect that storage space at dashboard would be wide

enough to hold mid-size stuffs like books, bottles, docs, tiffins etc.

Product Characteristics: Stylish design, technologically advanced, luxurious

This IMC plan aims to outline how communication will happen when this car will be launched


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Long term Communications Objective for

the offeringTarget Audience

Age: Young, Middle, Elderly

Gender: Male and Female

Profession: Businessmen, Industrialists, Bureaucrats, Doctors, any successful professional

Income: Upper-middle income group, Upper income group

Communication Objective

1. Establish brand as new age car which brings in respect.2. Communicate offering and advantage to stimulate interest and desire for product at customer

level

3. Establish Tata motors as company that can produce new age, technologically advanced premiumcars

Reasoning:

a. Tata doesnt have any car offering in premium segment expect JLR. By introducing this car weaim to communicate that Tata can have a car which portrays image other than Taxis and can

also product upper class car which earns respect to customer

b. Establish it as a car which is different from other cars, of same segment, in terms of futuristicdesign and social statement & command respect from others to the consumer of the car which

can create platform for Tata motors to introduce other high end cars


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Brand Personality & Identity

Brand Personality: Upper Class, Glamorous, Intelligent, Successful, Respected

Reasoning: Brand personality will be in aligned with product attributes. As this car will from stable of

Tata, which most respected and trusted brand of India, car will also possess attribute of respect.

Brand Charter

Vision: Most admired by customers, business partners and other stakeholders for the value,

respect and joy from the car

Brand Differentiation: The product will be first of its kind from Tata Motor and its futuristic design makesis class apart from its competitors and it will me most technologically advanced car in its

product segment.

Need fulfilment: Brand offers style seeking, performance conscious Indian consumer a car that not only

fulfil their style and performance desire but also gives them social status.

Permanent features: Luxury sedan, technologically advanced, sporty curvatures, stylish design, comfort,

modern look

Values: Innovation, Style, Excellence, Premium, Respected

Recognizable signs:

Prima Text

Tata Motors Logo

Coupe-like silhouette


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Brand Identity:

Kapferers Brand Identity Prism

Unique design of tail

lamps and small hatch

KAPFERERs

BRAND PRISM

Physique:

Sporty, Curvy

Personality:

Stylish, Modern,

Upper class,Successful

Reflection:

Successful

personality, stylish,

respected

Relationship:

Trust, heritage

Self Image:

Modern, Upper class,

trendy

Culture:

Modern India, Fashion


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Strategic Plan for Communication

As we are introducing a product which is very different from current Tata motors offerings and very

different from what Tata Motors image is, we need to give proof of concept to people. For that we need

to drive people to evaluate our product, so to induce more evaluation, our marketing communication

plan will focus on awareness and

Strategic Plan:

1. Advertising: Advertising a mass communication form and is paid by business firm which isidentified in message. Advertisement provides information about brand & organization. It

spreads awareness and stimulates interest in the brand. Three basic features of advertising

are Attention, memorability and persuasion.

2. Sales Promotion: Sales promotions are used to provide strong incentive to purchase andboost sales. They provide immediate inducement to buy product by simple step of making

product more valuable to customer.

3. Events and experiences: These are company sponsored activities and programs designed tocreate daily or special brand-related interactions to reach out to customers and do brand

building.

4. Public relation: It is most powerful tool for brand which enables it to achieve effectiverelationship with public in order to manage brand image and reputation. It is unpaid form of

communication and helps to build very strong relationship with customer of the brand.

5. Personal selling: It is marketing communication tool used to increase sales directly throughpersonal contact. It allows face-to-face interaction with customer for product explanation,

answering questions and creating a personal touch.

Awareness

Interest

EvaluationPurchase

Adoption


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6. Word of mouth marketing: There are occasions when people seek referrals. In this caserecommender benefits both producer and product seeker. Therefore word of mouth is

extremely useful mode of communication. And is free and more credible than advertising.

7. Interactive marketing: Interactive media allows to-and-fro flow of information where incustomer can participate and modify the content he receives. This enables customer to make

inquires, ask doubts and make purchase.

Implementation Plan

1. AdvertisingMedia has been selected after taking into account not only characteristic of media but also

audience, message and media used by competitors.

Broadcast: It reaches large audience and can deliver message with highly dramatic effect. TV

commercials will feature our brand ambassador and will be aired in prime time.

Print Media: It visually intensive and message being communicated as much by pictures as by

words. The message can be accessed any time by any one. Through newspapers we will reach to

mass customers while through magazines we will directly connect with our target audience.

Display Media: It is communication mode to reach target audience when they are out of their

home. It will be displayed at prime locations in city or town.

Online Advertisement: Our target audience is largely present on internet and it is increasing

rapidly. Moreover online advertisement is less costly and provides more and direct visibility to

target audience. Our advertisements will be features on google, yahoo, facebook etc.

2. Sales Promotion Provide higher margin rates for car dealer for certain period Organize events for them to encourage sales and provide rewards for same Take part in trade shows and put car for a show Provide premium service and maintenance program to customers

3. Events and experiences Sponsor cricket tournament and give car as Gift to man of the match Sponsor activities that our target audience enjoys i.e. conference, trade shows etc

Broadcast

TelevisionCommercials

Print Media

Newspaper

Magazines

Display Media

Billboard

Cantour

Online Media

Onlineadvertisement


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4. Public relation Provide information to media by organizing press conferences Organize media events

Publish advertorials5. Personal selling

Set up small kiosk to provide information to prospective customers and direct interaction Run contour through city and encourage people to take test drive

6. Word of mouth Encourage people to share their experiences on portal of the car Add these people in TV commercial of the brand Provide incentive for referrals

7. Interactive marketing Online advertisement on various portals and search engines Establish a website and common forum where existing customers and future customers

can share their knowledge

Create social media handles for the brand Youtube video promotion


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Ensuring communication model works to

our advantageThe main objective of communication plan is to create mental awareness and buzz among the

customers, induce trials and set a brand image of luxurious, stylish, upper class, technologically advanced

car. To ensure that communication model works to our advantage, we have decided the channels that

strongly influence our target audience and we will showcase our communication where our target

audience is present.

The form of communications and the choice of words in these various communication media will ne kept

very appealing to target customers and also these elements will appear in the correct order and are

implemented as per communication schedule.

All our communication channels will have "One message, One voice and One look". All the

communication mix elements that have been discussed above will have synergy spreading this message

about the brand.

Above all these, we will ensure that 6 Cs of communication are followed and implemented.

Clearly defined target audience

Clearly defined communication objective & messageClear

Keep it brief to excite audience and at a same time provideenough information induce interest

Concise

Provide clear picture of what we are proposing and how weare satisfying their desires

Concrete

All communication channels are in synergy with each otherand are connected and sends same message

Coherent

Communication will be friendly, open & honest.Communication wiil portary us as empathatic to their need

Courteous

Creative communication will helps to engage audience andkeep them interested

Creative


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Touch points

Synergy:

Advertisements provide products information, spread awareness and bring interest in customer mind

about the brand. Public relations tactics provide more reliable information to consumer. This will make

customer to look for the product. Which he invariably do on online space.

Website and Social media establishes value and helps customers understand what your business is about

and what your unique selling proposition is. They also drive awareness, share your content and keep

your finger on the pulse of what's being said about your brand. Once customer knows about the product,

he would be interested in trying the product.

Events, personal touch and other sources give consumer personal connection with brand and

opportunity to try product and gain more information about the brand. This gives personal touch to

communication and allows building better relations with customers.

Thus, though One Voice, One Message, One Look, we will be able to achieve this synergy.

Advertisement

Billboards

TV Commercials

Printadvertisement

Onlineadvertisment

Personal

Car dealer

Consumer survey

Cantour

Kiosks

Merchandise

Companyrepresentative

Afer sales service

Test drive

Digital

Website

Social mediahandles

Online articles

Online events

Youtube videos

Applications

Others

Corporate office

Recruitment

Sourcing partners

Testimonials

Brand ambassador

Jingle

CSR activities

Colore schems

Word of mouth

Public Relation

Press release

Advertorials

News covered

Events

Conferences

Sponsored events

Trade shows

Symbols

Logo

Parent company logo

Unique design of car


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Evaluating Communication Plan

Marketing communication Plan Process

What should we evaluate?

Communication evaluation focuses on two things

1. Output: measuring communication performance, i.e. number of events held, press releaseissued, number of website hits, not of eyeballs attracted etc.

2. Outcome: Did communication activities result in any opinion, attitude and/or behaviour changeamongst targeted audiences

The aim of evaluation is not to prove that communication efforts change behaviour or opinion but

assess the fruitfulness of communication channels and quality of activities.

How to evaluate?

Method\Outcome Quality of

communication

Opinion/ Attitude

change

Behaviour change

Web analytics

Online polls

Focus group

In-depth interview

Surveys

Control group study

Chronological

monitoring

Tracking mechanism

Communication channeland messagesending

Activity

Production ofmaterial

Medialcoverage

Events

Web trafficetc

OutputAwareness

Oponion

Attitude

Trials

Outcome

Behaviouralchange

Increase insales

Impact

Documents

Integrated Marketing Communication Plan for Tata Prima