Abstract

The caselet presents an overview of the creative strategy followed by Tata Motors for its flagship car brand Tata Indica. The caselet gives a detailed description of the feature-specific marketing communications campaign adopted by the company during the launch of the Indica in 1998. The caselet also outlines the emotional appeal used by the company during the re-launch of the car in 2001, based on a customer feedback survey. Finally, the caselet discusses the change initiated by the company in its marketing communications strategy in 2003, to keep up with changing market conditions and customer preferences.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Creative strategy in the Indian automobile industry
• Efficacy of mass media advertising
• Significance of fact-based advertising
• Use of emotional appeal in marketing communications
• Customer feedback survey and communications strategy

Keywords

Tata Motors, B-segment, Lodestar, Teaser campaigns, Print campaigns, Hyundai Santro, Indica V2, Fact-based Advertising, Santro Xing, J.D Power, CRM and Customer loyalty program