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Season - 6
TATA HEXA
#WhateverItTakes
Presented By
Aman
Neha Oswal
Sushil Parashar
Introduction Market Scenario Marketing Plan Opportunities Recommendation
Indian household income & car sales distribution1
10 JBL speakers, Launch Date Sub-Segment Contribution to SUV (%) Segment Growth YOY (%)
App installation, January 18,2016 Tata’s Target : Clutch free Multi
8 color, Rear feature Year Compact Midsize Utility Premium Multi
Year Compact Midsize Premium
parking Sensor, Utility
FY'12 0 34 59 8
Uphill drive, FY'14 0 79 23 22
FY'13 0 43 51 7
LED Tall Lamps Late 30’s in age, Tier – I FY'15 16 -2 -8 10
FY'14 12 42 39 6
Cities population, FY'16 62 37 -19 -21
Launch Planning entrepreneur, Large FY'15 15 42 37 7
Consumers FY'17 75 9 -14 23
& Execution families, Adventurous folks FY'16 20 50 26 4
FY’18
FY'17 4 16 40 40 34 13 230 75
(till date)
Pre Launch : Launch : Post Launch Sustenance : FY’18
Hexa Influencer Campaign 42 38 15 5
Bookings Open at ATL XPD 2470 Women Drive (till date)
Creation of Hexa Experience Centre Campaign Continuing Hexa Drive Number of Players
Hexa Carpool Karaoke with Rock on 2 Spirit of Hexa ATL experience
Hexa POW-Bandhi Yudh ke Campaign Automatic August Month
Partnership Hexa Airplane Activation
Hexa CEO Cricket Tournament
Hexa Starbucks Mall Activation
Introduction Market Scenario Marketing Plan Opportunities Recommendatio
ns
SUV-ival Of the fittest(Market)
Massive Growth In PV sales Reasons for the tremendous growth in Automobile Sector
Share in production of passenger vehicles Market Leader In Utility Vehicles Market Leader In Passenger Vehicles
1.2
6.36 1.2
9.3
13.6
21.03
21.2
36.4 52.8
72.61 14.7
Passenger Cars Utility Vehicles Vans Mahindra Maruti Suzuki Toyota Hyundai Maruti Suzuki Hyundai Honda Tata
In case, if you are purchasing SUV, how will you rate the features given below in range of 1 to 5 ( 1 : least important; 2 :
less important ; 3 : important; 4 : more important ; 5 : most important)
Social Media
High End Sales and Service Experience • Bombardment of content via social media can
passively built up a strong brand image
Deploying specialised manpower recruited from • Facebook and Twitter can be used for
outside the auto industry from hospitality and disseminating updates on the latest happenings
retail sector. Train them with technical and soft related to TATA HEXA
selling skills. • Showcasing TATA Hexa in major TV series and
films where the actors drives the car. The image
of the SUV should be aligned with the image of
the actor
Tier II Cities
Hexa Prime Member Club
• Surprise events at public places for people to showcase
Tata Hexa Owners are to be assigned their the car. For examples events can be held at shopping
Relationship managers for main point of contact malls, markets, near corporate offices etc.
Invitation to popular auto related shows, car spa
• Provide better financing options to customers
offers, monsoon spa offers
alongwith better EMI options
races at Budh International Circuit- The owners
car participate amongst each other
Customer Engagement
Thank You
TATA HEXA
#WhateverItTakes