Tata Indica was launched in 1998 and has sold more than 9 lakh cars so far. It is the second largest selling car trailing Maruthi Alto. Indica is a classic example of managing product life cycle efficiently.
From a shaky start, Indica has come a long way. Written off by many skeptics as Ratan Tata's unachievabl
e dream, Indica has proved skeptics wrong by selling huge numbers. The core strength of the brand being its value proposition.To sustain in a highly competitive market for more than 9 years is no child's play. Tata Motors has invested heavily in both product and brand development over these years. The new launch is yet again another proof of the company's resilience.
Indica Vista is Tata's entry into the luxury hatchback segment. The segment is dominated by Maruthi Swift. Indica Vista replaces seven variants of the original Indica V2.
Over the last few months, the sales of Indica was showing a decline. A classic case where the product reaches the declining maturity stage. And as theory says one strategy is to go for product modification.
Vista comes with a new style, more space and a new set of engines. The car sports Quadrajet and Safire engines which was build jointly by Tata Motors and Fiat. The new Indica Vista comes in the price range of Rs 3.50 - 4.50 lakh price range.
The original Indica is also retained in the product line. Now Indica offers a wide choice to the customers from price points of Rs 2.80 lakh to Rs 5 Lakhs.
The brand Vista sports a refreshing next generation look . Indica had the weakness of not looking peppy or sexy. That put off many young customers. The new Indica Vista is more curvy and looks pretty cool . But not as sexy as its competitors like Swift or Getz.
The brand now sports a new tagline " Changes Everything ". The slogan is primarily telling the consumers that the brand has changed. The ads are also more tuned to attracting the new generation.
Watch the new tvc here : Indica Vista
More than looks , I feel that Vista will sell more because of value proposition. The acquisition of Land Rover and Jaguar and the Tata Nano has helped a quantum leap interms of brand equity for Tata Motors.
Hi Sir,
ReplyDeleteThis is Sukanta Nanda,I have just passed my MBA and working at a media company.
I have gone through your blog,it is amazing for MBA students,but please write something which will be helpful for guys like us who have just started their career, afterall
we all are like your student only.
Amazing blog! An amazing resource! Kudoos to you!
ReplyDeleteI had a doubt.
ReplyDeleteWould a line extension work if the original product(Indica in this case) is priced lower than its extension( Indica Vista in this case)?
Isn't a line extension an 'extension' of the mother brand and retains its original characteristics in the mind of a consumer? Why would the consumer be tempted to buy an Indica Vista which is originally an 'Indica'? Shouldn't the TATAs have launched a completely new brand or gone in for an extension of any other higher priced luxury segment car of its own(Eg. Indigo)?
TATA Indica in my mind is no more a reliable or trust worthy brand. I have used Indica for 4 years..and suddenly one day it got completely burnt in NH 47 while driving...my mom had a miraculous escape from it... Tata showed 'concern' by sending their rep to Investigate...thats' it...
ReplyDelete** hope this vista version has a good set of tyres which wont burst in after every 500kms...
Watch it voodoo and cast a spell of magic with its forged-piston engine as the powerful engine rides past you.Indica Vista should praise as the low. Because TATA company has emerged from her so beautifully.
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Each product of Tata Motors comes with some special features which separates it from the crowd like its Tata Indica Vista. Tata has been the rulers of the market for quite sometime now, especially in the SUV and hatchback segment.
ReplyDelete