Marketing Mix- Tata Motors
TATA is one of the known auto manufacturers in the world, and is famous for designing products that meet the needs of the customers. Marketing is a process that involves activities that a product passes through including pricing, promotion and distribution to the final customer. TATA’s marketing process involves doing market research and product development, design and testing. Marketing function is responsible for ensuring the products are designed in the form that is most desirable to the customers. Marketing mix on the other hand, comprises of various choices that the company has at its disposal to ensure their products reach the final customer in the most desirable form. This describes the marketing mix for TATA Company with a close analysis of the product, promotion, distribution and pricing.
The simplest definition of a product is a good or services offered to a consumer to satisfy their needs. TATA products are defined by as branding, packaging, innovation, and quality. TATA advertises its product using its brand that describes the prices and benefits that the consumers will derive from the brand. Advertisement is important to the company because it will not only publicize the product in new markets but also help the company’s brand reputation to improve. TATA brand is associated with special features, high quality, performance and class. Consumers will buy the brand because they want to be associated with a brand that incorporates all these characteristics. TATA products have effective assembling of innovative features that make the brand appealing to customers in terms of fashion, comfort, and comfort. TATA products follow the defined standards as defined by the quality compliance department that ensure that customers’ convenience is guaranteed for all of its products.
Promotion is an important exercise for a company like TATA because it involves spreading the information about the product line and the brand to the potential customers in order to increase sales and develop brand loyalty. However, the company does not have much personal selling since much of the selling is done at the dealership (Beranek, 2017). Advertising is among the widely used by Tata Motors to promote its products. Advertisements are conducted on platforms such as Television stations, magazines, Newspapers, and Internet. In addition that company also displays the product at the point of purchase as an advertising strategy. Sales promotional activities conducted by Tata motors is aimed at complementing advertisement efforts and personal selling such that they persuade the customers to purchase the company autos. The company largest market is located in India, the company offers incentives pricing, prizes during special events like Diwali. In addition, Tata Motors employ serious measures to maintain good public relations, by ensuring adherence to business ethics.
Tata Motors uses both channel distribution and physical distribution channels. Vehicles are distributed mainly through the dealerships and sales. The dealership method involves the dealers purchasing the product from the company for an agreed price. Material requirement and planning is used by the company to monitor inventory in different dealers that sell their products. This ensures there is optimal inventory maintenance and that there are no unnecessary shortages within the dealerships show rooms. The company mainly deals in commercial and passenger vehicles. The company also identifies the type of cars that are used within a specific region before they launch advertisement campaigns so that they address the specific needs of the market by offering the right products (Beranek, 2017). The company then sets up a dealership in such a region, where the company ensures the company products reaches the consumer. The company uses various channels to distribute products such as government and commercial entities. This shows that the company deals mostly within the local boundaries. Therefore, widening the scope of distribution will be critical to widening market coverage and increase company sales. Currently, the company is well established and has the capacity to meet the market needs locally. Due to the skewed international presence, the company can employ robust advertisement campaigns and collaborate with international dealers in markets outside Asia to increase its global presence and generate more revenues. Physical distribution mainly takes the form of transporting the products from the manufacturing to the point of dealership in various markets where the company have dealerships. The company operates in different areas across Asian market, where they have dealerships that are strategically located in various potential markets so that the product is available whenever needed in the market (Assaf, 2021).
There are different factors that dictate the level of prices that Tata would offer for its products, especially in emerging markets. Pricing strategy mainly is dictated by the prevailing market prices as offered by competitors. Price leadership is the main pricing strategy that Tata Motors to offer its brand in the market, by charging lower prices than competitors (Assaf, 2021). Besides, the company keeps the features optimal to enhance the performance of their cars so that the customer would realize the value of their money through the purchased product. The company also gives discounts depending on the profits that the dealership has made over a given period of time.
From the analysis of the marketing mix of the company, there are many opportunities that the company has to expand its market in the global market. The company can employ strategies such as product promotion, extensive market research, price leadership and maintaining high quality of products in new markets. This will enable the company to identify and enter potential markets and increase its profitability.
Assaf, M. (2021). TATA Motors. Enterprise Management Automobile Industry Business Cases: Renault Morocco, Tesla, Hyundai, TATA Motors, Daimler Mobility, Toyota, 61.
Beranek, E. V. M. (2017). Management Marketing in Škoda Auto India. Practice, 25(3), 234-256.
Please take into consideration of the Instructor’s feedback below:
Tell me more about the actual product.
The information you have under product should go under pricing and/or promotion. Describe the product.
Dealership sales-this is a type of personal selling.
Give more detail on the specific promotions and special events. Are they using public relations to build their public image?
How does their pricing structure reflect the needs of their target market?
Make sure you include your recommendations on how they can improve each of the 4P’s.
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