Marketing in

Financial Systems

Topics included
1.Introduction
2.Marketing Strategy
3.Product and Place
4.People
5.Price and Process
6.Promotion and Physical
Evidence
7.Conclusion

Introduction
Tata

Motors Limited(formerlyTELCO, short forTata Engineering and

Locomotive

Company)

is

Indianmultinationalautomotivemanufacturing

an
company

headquartered inMumbai, and a subsidiary of theTata Group.

Its

products include passenger cars, trucks, vans, coaches, buses,

construction equipment and military vehicles.

It

is theworld's 17th-largest motor vehiclemanufacturing company,

fourth-largest

truck

manufacturer,

manufacturer by volume.

and

second-largest

bus

Tata

entered the commercial vehicle sector in 1954 after forming

a joint venture withDaimler-Benzof Germany. After years of

dominating the commercial vehicle market in India, Tata Motors
entered the passenger vehicle market in 1991 by launching the
Tata Sierra, a multi utility vehicle.
Some

of its notable vehicles are-

Tata

Ace

Tata

407

Tata

Prima Racing Truck

Tata

Hexa-Crossover

MARKETING
STRATEGY

DIFFERENT WAYS TO PREPARE A MARKET

STRATEGY

BCG

MATRIX : Classification according to animals.

ANSOF
GE

MATRIX : Future strategies.

MCKINSEY MATRIX : Portfolio analysis

PRICING

STRATEGIES : Fair pricing of your products.

NEW

PRODUCT DEVELOPMENT : New products for customer

attraction.

SITUATION
SWOT

ANALYSIS : analysis of situation.

ANANLYSIS : If the fir is right or wrong.

MARKETING

MIX : Base of making a marketing plan.

COMPETITIVE
FAMILY

needs.

ANALYSIS : analyse the competition.

LIFECYCLE : How does a family decide what products it

AIDAS
PEST

THEORY :

ANALYSIS:

SMART

OBJECTIVES :

CONSUMER
VALUES

DECISION MAKING :

ATITUDES AND LIFESTYLES :

CONSUMER
PRODUCT

SATISFACTION LEVEL :

ADOPTION :

Products
Passengers
Utility

cars

vehicles

Trucks
Commerical

passenger carriers

Place
Extensive

dealer network covering Indian and

international market

Wherever
Channel

we are there is Tata motors sales and services

of distribution, physical location and leadership

method of distribution and sales is generally adopted.

People
All

companies are reliant on the people who run them

from front line Sales staff to the Managing Director.

Having

the right people is essential because they are as

much a part of your business offering as the
products/services you are offering.

Tata

Motors owe our success to the highly motivated and

talented staff.

Our recruitment division picks the crme-de-la-crme

from premier universities, management and
engineering institutes in India.

They

put them through rigorous training programs to

hone their entrepreneurial skills and impart
comprehensive product knowledge.

Price
Price

is an important element in marketing mix, because

it directly relates to revenue generation.

Price

is the one, which creates sales revenue all other

parts of marketing mix are costs.

It

is influenced by many factors organisational and

marketing objectives, market share, profit maximisation,
costs, etc.

Price
The

prices of Tata motors are generally affordable acceptable by

the general public at large.

Tata

always have something for the lower class people with Nano
being their trump card.

Giving

discount every month and special promotion for certain

type of vehicle also one of the strong strategy use by Tata Motors.

Discount

can be made from Companys profit or from dealers

profit at certain range.

Process
Process

is the delivery and operating systems of procedures,

mechanisms and flow of activities which services are consumed.
To deliver products or services, systems or processes have to be
in place, to avoid any discretion.

Imagine

you get in McDonalds and order a burger and get it

within 2 minutes. Such an efficient service will earn customer
loyalty and repeat visits. Every business must have processes,
like, processes for handling customer complaints, processes for
identifying customer needs and requirements, processes for
handling order etc.

Process
Tata

motors follow Balanced Scorecard Collaborative, Inc for

achieving excellence in overall Company performance.

Balanced

Scorecard Collaborative, Inc. is a new kind of

professional services firm dedicated to the worldwide
awareness, use, enhancement, and integrity of the Balanced
Scorecard as a value-added management process.

Promotion
Promotion comprises elements such as:
Advertising

Public relations

Personal
Sales

selling

promotion

 PROMOTIONS IN THE
MARKETING MIX OF TATA
MOTORS:
Tata motors promote their
products via advertising
and after sales service.

Physical Evidence
Physical

evidence refers to the

environment in which the service is
assembled and in which the seller
and customer interact, combined
with tangible commodities that
facilitate performance or
communication of the services.

 PHYSICAL EVIDENCE OF TATA MOTORS:

The management of the company has
managed to keep their hopes alive even in
this recession and hopes that the worst is
behind. TATA MOTORS recently launched the
most awaited car of the year, Tata Nano and
the company has already received 203000
bookings that are fully paid and 70% of the
applicants are ready to wait till the end of
2010 of the car to be manufactured.

CONCLUSION

 Winning the hearts and minds of todays sophisticated

vehicle buyers will require collaboration, commitment and
communication on part of both, the manufacturer and the
dealers.
Majority of the people are ready to buy vehicles in the
future; hence there is a demand for trucks. This creates a
good market for Tata Motors.
Thus the company, as well as the dealers, should carry out
more promotional activities like giving advertisements in
newspapers and local TV channels and also by putting up
hoardings.
They should also conduct more demos and free test drives
so that the customers are satisfied with what they have
expected from new vehicles.

THANK YOU