Brand : Tata Indica
Agency : FCB Ulka
Company: Tata motors
Baseline : more car per car
India is a lucrative market for automobile manufacturers. If we believe the fancy numbers floating around regarding the industry size, this is a market no one can ignore.
Fighting with all the big names in the auto industry is our very own Tata Motors.
Let me be patriotic and say " we have done it". We have our own Indian Car: Indica.
Well You may say that the design was outsourced from IDEA ITALY so this is not 100% Indian. I would say that Tata's are smart so they outsourced it.....
Any way as hypocritic as we are by birth, although we say " sare jahan se acha " , we were ruthless towards Indica. Everyone looked down upon this car from Tata talking about all the negative points about the performance and writing off this dream of an Indian to build an Indian car.
Despite the initial setback with Indica, Tata motors reworked on the engine and relaunched Indica as Indica V2. Now indica is the second largest selling car in India.
Indica is positioned as a value for money car. I have said in my earlier blog that this is a proposition that will always work on Indian consumers, provided the promise is delivered.
Indica delivered its promise. It promised that it will give more car per car and delivered that.
The success of this proposition had an interesting side effect ( positive of course). Tatas have discovered its vision : deliver more value at a reasonable price. The recent launches prove that Tatas have imbibed this "value for money " proposition . The latest products like Safari Dicor and Indigo give many features which were seen only in premium cars.
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