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Entries for category "Marketing"

New Normal, Newer Power: Tata Motors’ marketing strategies in the pandemic era

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Earlier this year, Tata Motors announced an investment of ₹28,900 crore in FY22. This pertains to domestic business and JLR in 2021-22 and for the development of hydrogen fuel cell vehicles. Providing world-class vehicles in various price ranges, Tata Motors is India’s largest automobile manufacturer and one of the world’s most formidable vehicular names. `

The auto industry was perhaps the most harshly impacted after the Covid-19 pandemic. Even before that, this industry was grappling with negative sentiments and sharp drops in sales. So how did a global behemoth like Tata Motors tweak its marketing strategy to talk to and maintain relations with its consumer base? How did showroom experiences move on to digital walk-ins? And how did test drives cope in these testing times? Interesting and innovative marketing interventions created opportunities for the brand to engage its customers – both current and potential ones. Read on…

Un-Washable Marks: Surf Excel Marketing Strategies

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Surf Excel is the leading detergent brand in India today. Despite many competitors in this segment, the Surf Excel brand has managed to stand out. Its market position is largely held due to its marketing strategies. These are strategies that are innovative and have set a benchmark for other brands as well – be they detergent or other FMCG brands.

As we dissect the marketing strategy of Surf Excel, let’s do a small history lesson of the brand as well.

The Power of Focus for Young Brands

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For a young brand, less is always more. I know we have said this before and certain we will continue to stand by this in the future. We have learnt this from our own mistakes and we have learnt this from the success of other young brands.

A young brand starting out with limited resources needs to tell one strong story to the interested customer segment. If the customer experience is positive the story is validated and connect with the brand begins.

Cars 24 Marketing Strategy: Driving in Success

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In India, the buying and selling of used cars has been a hassling experience. It’s been an experience lined with mistrust, unpleasant deals and bitter discussions, until Cars24 arrived on the scene. This unique C2B platform turned the entire trading of used cars on its axle, giving Indian car buyers fewer reasons to look back in rear view mirrors.

Filling a huge gap between existing car owners and aspiring buyers, Cars24 makes the best use of technology to address a human need. The COVID-19 pandemic increased the demand for self-owned cars, as public transport became a potential threat for daily commute. Yet, the financial troubles of the average Indian buyer made brand new purchases overwhelming.

The Ola Story: Time-ly Travel

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Ola made travel a whole-new experience at a city level. For those with the public transport woes that encapsulated crowds, unavailability, discomfort or affordability – Ola cabs drove those woes away.

Ola was a dream come true to many an Indian in 2010 – when travelling was a daily necessity for most. And yet, owning a personal car was not a reality for most either. The arrival of Ola, an Indian startup and cab-for-hire service, eliminated the need for the personally owned car. That Indian middle class professional who was saving to buy his own four-wheeler so he or she could show up for meetings in decent shape could now arrive in impeccable form by booking an Ola ride.