A REPORT ON

TATA MOTORS INDIGO XL

PREPARED BY:ANUJVEER
GAURAV GULIA
KANWARPAL SINGH
NITISH JOSHI
SANTANU DATTA
SARAVANAN S
SAURABH BHALLA

OBJECTIVE OF THE PROJECT

The objective of the project is to identify the target

market for the Indigo XL car launched by Tata, to

understand the consumer behaviour and the possible
marketing strategy that can be owned by the
company to successfully market the car to its target
customers.

SURVEY
To achieve the objective we decided to peek into market of C segment cars.

Lets understand the mind set of buyers of cars. What exactly they look for into a
car while taking a buying decision, which are the different factors and
importance of these factors in the buying decision, and how different age group,
different demography react to these features?
To find answers of these questions we created a questionnaire and went into

the market. We tried to get this questionnaire filled up by different people who
own the car of C segment
We surveyed 15-20 customers of these brands each. So our total sample size

was 80.
We tried to cover buyer from different strata of the society.

Why these brands only

1 We have chosen the top three cars of the segment
with Honda City leading the market with 19.86%
followed by Tata Indigo at 16.3% and Ford Ikon at
14.6%.
2 With 55 cars in this segment in order to focus our
survey we choose these brands.

CHART AND DATA ANALYSIS

THIS IS THE
5TH MOST
IMPORTANT
FEATURE

By the survey conducted by us it is observed that

52.63% of customers surveyed have C Segment car

and 47.37% of surveyed customers owned A & B
Segment cars.

More people owned Honda City and Maruti Esteem

compared to other brands both having 38.24% of the

total surveyed customers.

It is evident from this question that 50% people rely

upon feedbacks from friends & relatives whereas

40% make their buying decision based on TV
commercials.

NDTV is being watched by 28.89% of the viewers

closely followed by viewers of ESPN-Star Sports

which is being watched by 26.67%.

More people read Times of India (37.78%) and

Economic Times (35.56%) than other newspapers

which make these two papers a better choice in
terms of print media.

ANALYSIS
After studying all the results, we can easily observe some obvious things like
Honda and Maruti are more preferred brand in Indian car market in C segment cars. These

brands have created their own space and goodwill after serving for years together. Indigo XL
is a new player which will face straight competition from these two brands.
Buyers get feedbacks from their friends, relatives, office colleagues and other close associates

and also they get influenced by their views while making final decisions.
One will suggest a brand name to his friends only when he is satisfied with the brand he own.
There is a significant influence of TV on lives of normal buyer. So nowadays TV commercials

are very successful in creating brand value, advertising a product and it is a good medium to
perceive a customer. And as some TV networks are enjoying majority of viewers faith and
belief these channels will prove to be a good platform to promote a product.

 The print media is also helpful in advertising and promoting.

Different age groups have different concerns like young population

will prefer power, entertainment accessories and style over other

features while middle age will go for safety, cost and brand concern.
Accessories, luxury features will always have secondary preference

compared to safety, cost, brand and mileage.

CAR MODELS MAY FAIL CRASH TEST

Post-2008, Many May Not Make The Grade
Chanchal Pal Chauhan NEW DELHI

C-R-A-S-H. It may mean the end of the road for many cars, post2008.
Stringent tests are on the cards, and several popular car
models are in danger of being phased out, unless they go in for
major technology upgradations. Maruti 800, Esteem, Versa,
Omni, Ford Ikon and the half-a-century-old Ambassador, in
their present form, are likely to fail the proposed crash tests.
These together sell around 2-2.2 lakh units annually, with the
M800 selling the most 6,000 units a month.
Crash tests are meant to check if a vehicle moving at 40 km
per hour breaks fully without harming passengers. For a
vehicle to clear the test, its automotive technology should be
modernised, for which its maker will have to invest heavily in
upgradation, or phase it out, said a senior official of the
Automotive Research Association of India (ARAI), the countrys
largest testing and homologating body.

RECOMMENDATIONS
Indigo is a sedan in the C-segment of the 600,000 new car market in India.

The brand from the launch itself wanted to pamper the customers. The car
offered more space and comfort than even its high priced competitors. So
Tata chose to call it a stretch Limousine. The car offers comfort and
accessories that is seen only in super luxury cars and comes with the price
of a luxury sedan. The USP of the car is that The Indigo XL offers the
largest legroom space across any passenger car in the Indian auto market.
This is because of its long wheelbase, which is extended by 200 mm over
the Tata Indigo. Apart from this, a host of features, including 6 way
powered front seats, an integrated DVD entertainment system, an
unmatched rear seat incline, a rear AC console with separate controls, a car
phone with a wireless communication interface, which are associated only
with super luxury cars, come as standard fitments with the Indigo XL. The
result is a car that epitomizes luxury travel.
That clearly means Indigo XL is a technically superior product only need
is to promote and position it rightly. The market will only respond when it
will come to know about products superiority over other products.

So we make following recommendations to allure target audience and make

INDIGO XL a success.
First of all TATA will have to come up as a super brand in passenger car market.

They will have to create a belief in the mind set of their customer, dealer and target
audience. For this they can take help of their loyal customers and dealers.

Indigo XL will have to promote all of its features along with

safety and cost

considerations effectively, by which market will come to know about them. For this
they may air their TV commercial on successful TV networks like NDTV on prime
time slots, also they can take help of print media specially Times Of India.

If Indigo XL wants to compete with B segment cars and wants to divert their

customers it will have to focus and promote its price extensively which is very low
compared to other C segment cars. And if they want to position their product
against C segment then they will have to focus on luxurious features which they are
offering. Because the market of A and B segment cars had always given more
importance to cost consideration. On the other hand C segment customers will
always prefer different features that a car offer

THANK YOU