Tuesday, February 06, 2007

Tata Indigo : Spoil Yourself

Brand : Indigo
Company: Tata Motors
Agency:FCB Ulka

Brand Count : 196

Tata Indigo is a super brand in the Indian car market. The brand is my choice as a Super brand not only because it was successful, but also because this is India's own brand. In a segment where the World's "Who is Who " is present luring the customers, Tata Indigo is the only truly indigenous presence. With the government exiting Maruti, Indigo and Indica represent the only domestic car manufacturers having their presence in the car market.

After the success of Tata Indica, Indigo was a riskybut bold move from Tata motors. Indigo is a sedan in the C-segment of the 600,000 new car market in India. C- segment represents around 20-25 % of the total cars sold that makes the c-segment market size around 1,50,000 units.

Indigo was launched in 2002.The car was developed on the highly successful Indica platform and was targeting the entry level C-segment. The brand was positioned as a truly value for money car in line with Indica.The brand from the launch itself wanted to pamper the customers. The car offered more space and comfort than even its high priced competitors.

The C-segment is one of the fastest growing and most competitive segment . The brand competition include Accent,Sienna,Esteem, Ikon,Corsa and the like.
Indigo did not compare itself with the immediate competition but wanted to offer what the premium brands in the D segment offered. The car was known for the space and the accessories it offered as a part of the standard equipment was seen only in premium segment cars. Indigo (like Indica) came out with different variants at different price points. One variant even had DVD player and Screen attached to the seat -a feature that you see not even in luxury cars.All these at a very affordable price.

The brand adopted the tagline " Spoil Yourself" and all the ads, highlighted the goodies that came with the product. Another series of ads promised the customers, business class experience. The basic focus of the brand was to drive home the fact that Indigo has more legroom and space compared to most of the C-class sedans.
This campaigns and the reasonable performance of the car with the tempting price tag ensured the brand's success in the market. Indigo has now 33% market share in the c-segment.

2004 saw the launch of a product variant of Indigo : Marina. Marina was the estate version of Indigo. The brand harped on the extra space that the Estate version offered and was promoted with the baseline " We like to carry our world with us".

In January 2007, Tata motors surprised everyone by launching India's first stretch limousine - the Indigo XL. Indigo XL marked the entry of Tata into the premium segment. Indigo XL has a longer wheel base that gives the rear passengers legroom comparable with the Limousines. Even the premium sedans in the E segment do not offer the leg space that XL offered. So Tata chose to call it a stretch Limousine. This straight comparison has irked some auto watchers who could not believe an Indian automaker calling their car a Limousine. XL has already created enough buzz in the market. Indigo XL as usual is positioned as a value for money car. The car offers comfort and accessories that is seen only in super luxury cars and comes with the price of a luxury sedan.

Despite all the right things that Tata Motors has done, the brand faces issues regarding its image. Whether be it Indica or Indigo, the brands does not carry the image of a Hyundai or a Honda. The main reason is that this brand does not get the support of the media. The media has only tried to degrade these brands and most of the time tried to find fault with these brands. I saw an Indian author berating the Indigo XL 's positioning as a stretch limousine by comparing Cadillac and the like with XL. But the comparison showed that Indigo has a comparable Wheel base with these super brands. Even in the auto shows, the anchors are blinded by the glamour of global brands. I am not stressing on being patriotic (am not a swadeshi jagron manch member) but Indica and Indigo should be treated at par with the global giants because they have proved their worth ?

Indigo is another classic example of Masstige product and is a proof that we also can make world class product.

Source: businessline,agencyfaqs