WINGER DICOR CHALLENGE CASELET

The Tata Winger is a van launched by

Tata Motors in 2007.Winger, Indias
first Maxi Van is a stylish passenger
vehicle recognised as a sleek, smart
and reliable performer that is ideal
for travel between cities, towns
and villages. International in looks,
this 9-13 seater passenger vehicle
offers the comfort of a car and the
spaciousness of a bus. Moreover, the
monocoque construction ensures
low levels of noise, vibration and
harshness (NVH) just like cars. These
features have established WINGER
firmly in School as well as ambulance
segment, with a considerable
presence in staff segment also.
However, its usage as a tourist vehicle
as well as for hotel transfers still lags
behind the industry usage standards.

Van segment for Tours &Travels

Industry Background:
Van segment for T&T industry has
a Total Industry Volume of around
10,000 units. 60% of the segment
is of AC based vehicles with Tempo
traveller leading the market. The
segment is growing at a CAGR of
10%.
The factors affecting T&T segment
for vans are mainly cost of operation,
state regulations and permit issues
as well as seasonality of the tourist
destination where the fleet is being
operated. Vehicles should be
multipurpose in nature to be used
for non-season usage. Depending
on the terrain it should have proper
gradeability,
different
seating
options,enough leg space,good
turning radius, better torque, luggage
carrying space etc.

WINGER DICOR
To address this large segment, TATA Motors has recently launched its all new
DICOR model. The new Winger is Ideal to be driven in Hospitality & Tours & travels
applications & comes in 3 variants- Luxury (9 reclining Push-back seats), Deluxe
flat roof variant (12&13 Hi-back seats) & Deluxe Hi- roof variant (13 Hi- back seats)
to cater to customers needs in a more personalized manner.
The all new WINGER DICOR comes with the following best-in-class features:
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passenger and reduced driver effort respectively.
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kit as well as fire extinguishers.
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passengers inside the vehicle.

Travel and tourism segment:

Travel and tourism is the largest service industry in India. This industry provides
heritage, cultural, medical, business and sports tourism. It is expected that the
tourism sectors contribution to the countrys gross domestic product (GDP) will
grow at the rate of 7.8 per cent yearly in the period 20132023. The Indian tourism
sector has been flourishing in recent years due to the improved connectivity to
and from the country. Also, a better lodging facility at the tourist destinations has
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Accessibility has been a very important factor affecting the growth and rise of
many individual resorts and tourist areas. Having decided to visit a place, a tourist
must be in a position to use appropriate, comfortable, fast, frequent safe and
reliable transport facility to and from the place.

Mega Destinations/Circuits identified in different states

S. No

States

Name of the Mega Projects

Andhra Pradesh

Charminar area of Hyderabad, Tirupati Heritage Circuit,

Kadapa Heritage Tourist Circuit

Assam

National Park Mega circuit covering Manas, Orang, Nameri,

Kaziranga, Jorhat, Sibsagar and Majouli

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Chhattisgarh

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Tirathgarh Circuit

Delhi

Illumination of Monuments Circuit

Goa

Churches of Goa

Gujarat

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Kabirvad Mangleshwar Angareshwar

Haryana

Panipat-Kurukshetra-Pinjore

Himachal Pradesh

Eco and Adventure Circuit (Kullu-Katrain-Manali)

10

Haryana & Himachal

Pradesh

Panchkula-Yamunanagar (Haryana)-Paonta Sahib

(Himachal Pradesh) Circuit

11

Jammu & Kashmir

Mubarak Mandi Heritage Complex

Naagar Nagar Circuit (Watlab via Hazratbal, Tulmullah,
Mansbal and Wullar Lake), Srinagar Spiritual and Wellness
Destination Leh Ladakh

12

Karnataka

Hampi

13

Kerala

Muziris Heritage
Circuit connecting
historically
and archaeologically important places of Kodungalloor

14

Madhya Pradesh

Spiritual and Wellness Destination of Chitrakoot

15

Maharashtra

Vidarbha Heritage Circuit Aurangabad

16

Manipur

INA Memorial

17

Orissa

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18

Punjab

Amritsar

19

Rajasthan

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20

Sikkim

Gangtok

21

Tamil Nadu

Mahabalipuram,
Pilgrimage
Heritage, MaduraiRameshwaram-Kanyakumari, Thanjavaur

22

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Haridwar-Rishikesh-Muni-Ki-Reti Circuit

Forms of tourism in India:

Medical Tourism: India is one of the most lucrative medical tourism markets in
the world. The sector is witnessing remarkable growth on the back of Government
support through policies and initiatives, low cost, less waiting time and healthcare
infrastructure.
Adventure Tourism: Adventure travel involves exploration or travel to remote,
exotic areas. Adventure tourism is rapidly growing in popularity as a tourist seeks
different kinds of vacations.
Rural Tourism: Aims to showcase art, rural life, and culture and heritage to the
tourists at various rural locations and villages. The Ministry intends to help the
local community economically and socially, together with facilitating interaction
between the local population and tourists, through this scheme.
Sustainable Tourism/Eco Tourism: Sustainable Tourism growth is in the process
of evolving the Sustainable Tourism Criteria for India. In recent years tourism
industry in India has registered a considerable growth.
Wellness Tourism: Wellness tourism is about travelling for the primary purpose of
achieving, promoting, or maintaining maximum health and a sense of well-being.
Health Tourism holds immense potential for India. The Indian systems of medicine
that is Ayurveda, Yoga, Panchakarma, Rejuvenation Therapy etc. are among the
most ancient systems of medical treatment in the world.

Task at Hand
Leveraging WINGER in the growing T&T segment
Develop an integrated marketing plan for the Tata Winger DICOR to address
the Tours & Travels segment in the country.
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to WINGER, based on the tourist profile visiting that region? What are the
present modes used in the region and what are the constraints for the usage
of WINGER in the region?
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strategy?
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Industry like Hotels and restaurants, tour and travel operators and individual
drivers providing tourist transportation facility?
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of tourism. In continuation of the above lines, explore the relation between
brand of the vehicle (TATA) and how it affects the consumer perception about
the product line (WINGER)?