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    Marketing Strategy & Implementation TATA Nexon EV

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    Pakshal Shah
    Tata aims to capture market share in India's growing electric vehicle industry with its Nexon EV. It will target young, affluent professionals in major cities. Positioning will focus on the Nexon EV's low running costs, quick charging capabilities, and longest driving range. Tata will establish extensive charging infrastructure and partner with companies in batteries, charging solutions, and component localization to strengthen its electric vehicle portfolio and supply chain. The strategy seeks to leverage government EV policies and early adoption to gain competitive advantage over new entrants like Hyundai and MG.

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    Marketing Strategy & Implementation TATA Nexon EV

    Uploaded by

    Pakshal Shah
    6K views11 pages
    Tata aims to capture market share in India's growing electric vehicle industry with its Nexon EV. It will target young, affluent professionals in major cities. Positioning will focus on the Nexon EV's low running costs, quick charging capabilities, and longest driving range. Tata will establish extensive charging infrastructure and partner with companies in batteries, charging solutions, and component localization to strengthen its electric vehicle portfolio and supply chain. The strategy seeks to leverage government EV policies and early adoption to gain competitive advantage over new entrants like Hyundai and MG.

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    Tata aims to capture market share in India's growing electric vehicle industry with its Nexon EV. It will target young, affluent professionals in major cities. Positioning will focus on the Nexon EV's low running costs, quick charging capabilities, and longest driving range. Tata will establish extensive charging infrastructure and partner with companies in batteries, charging solutions, and component localization to strengthen its electric vehicle portfolio and supply chain. The strategy seeks to leverage government EV policies and early adoption to gain competitive advantage over new entrants like Hyundai and MG.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    6K views11 pages

    Marketing Strategy & Implementation TATA Nexon EV

    Uploaded by

    Pakshal Shah
    Tata aims to capture market share in India's growing electric vehicle industry with its Nexon EV. It will target young, affluent professionals in major cities. Positioning will focus on the Nexon EV's low running costs, quick charging capabilities, and longest driving range. Tata will establish extensive charging infrastructure and partner with companies in batteries, charging solutions, and component localization to strengthen its electric vehicle portfolio and supply chain. The strategy seeks to leverage government EV policies and early adoption to gain competitive advantage over new entrants like Hyundai and MG.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 11
    At a glance
    Powered by AI
    The key takeaways are that electric vehicles are gaining traction in India due to government policies promoting EVs and reducing carbon emissions. Tata Motors is looking to capture this growing market with the Nexon EV.

    The target market segmentation for Tata Nexon EV is age 23-35 years, salary above Rs. 15 lakhs, tier 1 and tier 2 cities.

    Tata's main competitors in the electric vehicle space in India are Mahindra Electric, Hyundai and MG Motor. They offer electric vehicles like the Mahindra e2o, Hyundai Kona EV and MG ZS with varying ranges and features.

    Strategy Marketing Plan for

    TATA Nexon EV
    TATA Nexon EV
    • EV has caused a shift in transportation plans of the country.

    • The government is determined to reduce its carbon footprint by

    2030.

    • The new entrants in the electric vehicle industry in India

    besides Tata include; Hyundai, Mahindra, MG, Mercedes Benz

    amongst many others.

    • Indian EV market could grow to Rs 500 million by 2025

    (Avendus Capital)Constraints: Infrastructure and Battery Costs.


    STP
    Segmentation-Targeting-Positioning

    Segmentation Positioning
    • Demographic- Age 23-35, 35-45,working • Low running and maintenance cost
    professional, salary->15lacs, <15lacs • Affordable price
    • Geography- Tier1 & Tier2 cities
    • Psychography- personality & interest Targeting •
    •
    Quick charging
    Longest distance coverage
    • Buyer Type- 1st buy or 2nd buy
    • Age- 23-35 years • TATA trust value
    • Income- salary>15 lakhs
    Company - Overview of Tata EVs in India

    • Cost Focus Strategy & High quality products


    • Top notch service & 100 Charging station-15 states
    • Immediate Plan - 600 Charging Stations
    • Largest portfolio - EVs Auto Expo 2020.

    5Cs •
    •
    •
    •
    4 Models-Tigor EV, Nexon EV, Altroz EV, E-vision EV.
    Targeting: Multiple customer groups
    40% market share
    Strategic tie ups(Battery):TACO & Tata Chemicals

    • Company
    • Competitor
    • Customer
    • Collaborator
    • Climate Competitors - Information and Product Offering

    • Mahindra Electric –Mahindra e2o, eVerito, eAlfa Mini & eSupro.


    Range – 210 – 230 km
    • Hyundai – Kona EV, Range- 452 km, Excellent charging
    efficiency, superior comfort and style.
    • MG Motor – Latest entrant - Hector SUV & MG ZS. Range - 340
    kms. Two charging options-
    (a) Normal 15 AC charger, Time: 6-8 hours
    (b) 50 kW DC charger - 80 % charge in <60 Minutes.
      Customer Collaborators – Partners and Suppliers
    • Low awareness & High apprehensions
    (Technology, Infrastructure)
    • Benefits & maintenance cost ambiguity • Tata Power – Charging Solutions (Home,
    • Selection Criteria- Safety, Personalized, Low Work & Public Place)
    noise/vibrations,Good resale value, High • Tata Chemicals – Batteries & Recycling
    Distance coverage, Superior performance • Tata AutoComp -Localization of battery
    • 65% customers: Personalized Feel pack & motor assembly.

    Climate - India Central Government


    EV Policy
    • Fame – 1 & Fame -2 Policy
    • Fund support: 2,500 Cr - buses, 1,000 Cr - four-
    wheelers, 600 Cr - two-wheelers, 750 crore - high
    speed three-wheelers.
    • EESL: Issued tenders for 20K EVs - Government
    use.
    • Government Plan (2030) : EV sales penetration -
    30% private cars, 70% commercial cars, 40%
    buses & 80% two- and three-wheelers.
    Social
    PESTEL •
    •
    Political
    Uncertain supply chain.
    Lobbying by petroleum and
    • Personal cars a status
    symbol

    Analysis gas industries. • Eco- friendly preferred by


    young generation

    • Political
    • Economical
    • Social Economical
    • Environmental • Covid19 Crisis -> Purchasing
    • Legal power of buyers.
    • Nascent Stage -> High Cost of EV
    technology & batteries
    Legal
    Technological • Govt. to ban sale of
    • traditionally fueled vehicles by
    Lack of EV charging stations.
    • 2030.
    Complete dependence on import
    • State govts. scrapped using
    of lithium for batteries.
    • diesel/petrol vehicles over
    Longer refuel time than internal
    10/15 years
    combustion engine vehicles
    (ICEV)

    Environmental
    • Environment friendly
    • Reduced carbon footprint
    Marketing Mix Strategy

    Price Place Promotion


    Product
    • Neither high nor • Brick and Mortar stores in • Directed at removing consumer
    • State-of-the-art modern
    metropolitan cities with a anxiety towards EV
    • low Price range: Rs 13.99L - technology
    strong EV charging
    Rs 15.99L infrastructure. • Promote benefits such as low
    • Spacious interiors and operational cost
    • Priced to challenge diesel • Online through e-commerce stylish design
    and petrol vehicles with options such as 360- • Vocal for Local – Made in India
    degree 3D view • ZIPTRON technology product
    • Low running cost
    and Mobile app • Social Media Marketing
    especially during festive
    season
    Strengths Weaknesses

    SWOT 1)Tata UniEVerse for logistics


    support
    2)Affordable financing
    solutions.
    1. Decline in brand image
    2. Unable to increase market
    share

    Analysis 3)Immersive digital experience

    Opportunity Threats
    1. Early capture of EV market. 1. Deterioration in global
    economic conditions
    2. Monopolizing charging
    infrastructure. 2. Decline in customers’
    purchasing power
    3. Increase market share with low
    cost EVs. 3. Downgrading India’s debt
    rating
    4. First mover advantage
    Marketing
    Implementation
    Campaign Scheduling Advertisement Corporate Tie-Ups
    Marketing campaign can be 45sec Ads can be produced Better Brand Visibility with
    designed where raw power targeting main propositions particular brands which are
    of the car is displayed of the product aligned with company’s values

    Charging Stations Events Sponsorships Brand ambassador


    Charging Stations can be Desired customer base can be Virat Kohli & Anushka
    converted as a source of targeted by Sponsorship of such Sharma or Vijender Singh
    marketing our product. Referral events like Godrej L’Affaire can be associated with us
    Method Offline Marketing IPL/ISLNYFPSU Events
    THANKS

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