A new Step taken by TATA

The new Tata Aria is a crossover between an MUV and SUV. It was earlier exposed at this year’s Auto Expo in Delhi. Tata Motors prefers calling the Aria ‘a four-wheeler built for Indians by Indian engineers’. Tata Motors is loading the new car with plenty of features so that it can easily take on utility vehicles like the Innova from Toyota, and the Scorpio, Bolero and Xylo from Mahindra. The new car will thus successfully deliver the performance and comfort of a mid-range multi-purpose vehicle with the all-terrain promise and premiumness of a sports utility vehicle.

The Aria flaunts some of the best safety features such as 6 airbags and ESP; features that are offered by an Indian OEM for the first time. The chassis frame has been built with advanced hydro-formed members. There can be hardly any other as safe as the Aria in an emergency because the car has been fitted with a stiffened body cage, dual-zone collapsible steering and airbags. The Tata Aria meets EEC safety regulations, which includes full frontal crash, offset crash and the side pole tests.

To promote the car, Tata Motors has even launched a new web site, buildadreamcar.com. If you are an ardent Tata fan, you could just register yourself on the web site and join the fun ride which could build you a fortune if you’re lucky enough. You would have to build or design your own dream car on the web site using tools that the web site itself offers.

Next submit your entry. 3 winning designers from the three categories – popular, fastest and creative get a chance to go on an all-expense paid 10-day trip across India in the new Tata Aria. This contest could benefit Tata Motors; ‘promotion’ will be the immediate answer. The car maker believes that this new marketing strategy could help customers understand the Tata Aria in a better manner. Tata Motors’ current line up of SUVs and MUVs include Safari and Sumo Grande.

Tata Motors has a major task at hand—to distance itself from the tag of being the brand preferred by the cab industry. Though it might be financially quite plum for the company, after a stage one runs after brand image and value. And with Aria, its latest crossover, it’s the brand value and positioning which the company intends to change. From being the taxi driver’s first choice it wishes to become the rich man’s ride. And also they have Toyota Fortuner and Ford Endeavour to tackle competition from, already these SUV's are doing very well in India. 

Fiama Di Wills : Go-To-Market Strategy

Cigarette maker ITC Ltd, which made a big-splash entry in 2007 into the highly competitive market for consumer products such as soaps and shampoos, plans to expand its range of personal care brands as it strives for a bigger market share. ITC’s current personal-care portfolio includes soaps, shampoos and fragrances. These products are marketed under the Fiama Di Wills, Superia and Vivel brands. ITC has made sizeable investments in launching personal care products, spending heavily on advertising and promotions and distribution. ITC Personal Care is aggressively selling its premium personal care range Fiama Di Wills and Essenza Di Wills at ITC's retail model Wills Lifestyle stores. Go-to-market strategy seems to be the new mantra for the FMCG major ITC. In Marketing Management, the term Go-To-Market strategy refers to the channels a company will use to connect with its customers/business and the organizational processes it develops to guide customer interactions from initial contact through fulfillment.A firm's Go-To-Market strategy is the mechanism by which they propose to deliver their unique value proposition to their target market. That value proposition is based on the choices the business has made to focus on and invest in markets and solutions that they believe will respond positively to the increased attention. To drive volumes in the competitive markets, ITC are expanding their retail models.

The main reason for consumers to buy Fiama Di Wills was the credibility of ITC and their experience in diverse FMCG categories, as they believe in high quality products after extensive market and product research. The second reason a variety of products for different needs in different packaging and attractive color and packaging shapes. Packaging also plays a key role in the marketing of Fiama Di Wills which adds a lot to attract the eyes of consumers. The bottles are transparent, which make consumers look through the color of shampoo etc. The looks will definitely attract many of users. The third reason to experience of product is the shampoo is really smooth and jelly effect is something more impressive. Fiama has high imagery that is Fiama Di Wills itself gives an international feel and gives high value in an affordable price which is priced at Rs. 99 for the big bottle. 

ITC carried its branding activity with élan, using one of the leading stars in Indian cinema, Deepika Padukone, what mattered most was the way product was positioned in a market where hair care products were divided between cosmetic and natural. Fiama Di Wills positioned itself as being the perfect blend of Nature and Science.

Fiama Di Wills ‘Shine in Style’ Hannah Montana pack has a 360 degree promotional strategy. The pack was launched with much fanfare at a media event at Asia's largest fashion extravaganza, the Wills Lifestyle India Fashion Week. With purchase of each pack, Hannah Montana fans will receive a special access pass that gives them an opportunity to enter a whole new world of Hannah branded goodies like DVD players, guitars, wallpapers, games and bags. The strategy also includes a few lucky winners getting an opportunity to be a star on TV with the Popstar Challenge.