Tata Hexa #Whateverittakes

SEASON 6 Tata Hexa #WhateverItTakes

Entry challenge caselet BACKGROUND Tata Motors is known for making value for money cars. It is also strongly represented among fleet cars, thereby creating this perception in consumers’ minds of being a TARGET AUDIENCE fleet segment brand. Over the years this had given the brand a mass market badge and made it tough for Tata Motors to play in the premium segment. AND COMPETITION

Tata Hexa is the company’s first SUV offering in the The Hexa’s target audience is in their late 30s. They premium segment; a category well above where Tata had are well educated and reside in a tier-1 city. Majority ventured before. of them are entrepreneurs who have built their business This segment is well-entrenched with successful brands. from scratch. They are socially active and considers the Toyota ruled with Innova, a thirteen year-old brand with SUV as an extension of their personality and through strong credentials, and has come out with the latest the vehicle, they like to show everyone who they are, a offering, the Innova Crysta, just months before the launch symbol of premium lifestyle. Family time is important to of Tata Hexa. The other competition is the young and them and they ensure that they go on trips and spend muscular Mahindra XUV 500, from the house of true blue quality time together. They buy SUVs either for the SUV makers, Mahindra & Mahindra. space and comfort it provides to their families, or to seek adventure and display power. Both these need gaps were met by Toyota Innova CATEGORY and Mahindra XUV 500. Mahindra XUV 500 had positioned itself as the vehicle that unleashes the SCENARIO spirit of adventure and thrill, while Toyota Innova had positioned itself as the spacious and luxurious family Consumer focus is shifting towards cars with car. Automatic Transmission. Now, ever lengthening commutes are pushing the country’s famously price-conscious consumers to upgrade to cars that are easier to drive. Most notably, more consumers are buying pricier models that sport automatic gears and moving away from the manual stick-shifts that have long held sway over Indian roads. With the average driving time going up to 2 hours a day, a driver looks forward to ease of driving, especially in the traffic conditions faced in India. This is one of the most important factors pushing the demand of an automatic car. Automatic variants can cost 120,000 rupees ($1,871) more on average than manual transmissions. To attract 19” ALLOY WHEELS STYLISED WRAPAROUND HORIZONTAL TAIL LAMPS motorists who may not be quite ready to fork out that Muscular wheel arch claddings nest best-in-class* 19-inch machined Stylised horizontal tail lamps which feature first-in-India PREMIUM SPORTY INTERIORS cut alloy wheels with five double spokes. This lends an imposing patented, flexible LED technology. They are connected by An inviting all-black, sporty interior with superb finishes, much more to go fully automatic, manufacturers are stance to the Hexa with the confidence to conquer any terrain. a refined chrome applique that creates a signature design. soft touch materials, textures and grains for a premium feel. also offering a half-way option that frees the driver from having to depress the clutch pedal to change gears. For Tata Motors, the target is to offer the clutch-free feature for about 50 percent of its product portfolio.

TATA SIGNATURE GRILLE SMOKED PROJECTOR HEADLAMPS STRIKING DAYTIME RUNNING LIGHTS SCULPTED INDULGENT SEATS AMBIENT MOOD LIGHTING A chrome humanity line perfectly accentuates Smoked projector headlamps complement the (DRLs) Premium Benecke-Kaliko™ upholstery with Choice of 8 colours for in-cabin lighting with illumination 19” ALLOY WHEELS STYLISEDthe WRAPAROUND dual-coloured bumper HORIZONTAL with the Tata TAIL LAMPS assertive front fascia of the Hexa and give Ice cube patterned DRLs seamlessly contrast stitches and accentuated bolsters control and customisation to match your every mood focused illumination for better visibility. integrated with stylised fog lamps that feel like a perfectly tailored suit. and sets the stage for your drive. Muscular wheel arch claddings nest best-in-class* 19-inch machined Stylised horizontalSignature tail Grille, lamps and which creates feature a bold impact.first-in-India 1 PREMIUM SPORTY INTERIORS cut alloy wheels with five double spokes. This lends an imposing patented, flexible LED technology. They are connected by An inviting all-black, sportyfor interior striking with style superb and added finishes, safety. stance to the Hexa with the confidence to conquer any terrain. a refined chrome applique that creates a signature design. soft touch materials, textures and grains for a premium feel.

04 05

04 05 Features Innova Crysta Mahindra XUV500 Tata Hexa Hexa Advantage

GX AT W6 AT XMA Max power: PS@RPM 174PS@3400rpm 140@3750 156PS@4000 The Hexa delivers more power Max torque :NM @ 360NM@1400- 330nm@1600-2800 400Nm@1700-2700 The Hexa delivers RPM 2800rpm more torque Wheelbase (mm) 2750 2700mm 2850 Hexa has wider wheelbase All wheel disc brakes Front only - Yes Ensures better safety Ground Clearance 167 160 200 Higherground (mm) clearnae enhances the offroading experience

Infotalnment 4 speakers 7' touchscreen display Touchscreen display ConnectNext with GPS,USB (audio/ with USB, Bluetooth Infotalment with video),Bluetooth Speaker system from 10 JBL speakers audio,handsfree Harman, 8 speaker provide a great music call,Ipod connectivity System (4 speakers +4 experience & picture viewer, tweeters) configurable wall paper

ConnectNext App - - Yes Hexa's app suite helps Suite you stay connected through various apps

Amblent Mood - Ice Blue Lounge 8 colour options Multiple colour options Lighting lighting available in the Hexa

Rear Sun Blinds - - Yes Protect the passengers from the sun Rear Parking Sensor - - Only sensor Makes parking in any with Camera area easy Hill Hold/ Hill descent - - Hill Hold AT Based Safer uphill drive

LED Tall Lamps - - Yes Better visibility of the car

2 HEXA LAUNCH PLANNING AND EXECUTION

can truly test the car. Scaled down version of Hexa PRE-LAUNCH Experience Centres were rolled out post launch to other tier 1 cities 1. HEXA INFLUENCER CAMPAIGN 3. hEXA CARPOOL KARAOKE with Rock On 2 84% of car shoppers start with watching automobile related videos when they are in the market for a car. Car To create aspiration, research showed us that car and consumers are seeking info on a host of parameters to music was best appreciated when a group of friends went help them reach a decision. We created an algorithm together, on a long road trip, belting out their favorite based tool that used a host of parameters like following, music and singing aloud. We got the Rock On 2 star cast reach, content & TG affinity to arrive at a ranking list of to go to the premier of their movie in the Hexa, belting all the key influencers across verticals. out the title song with the same music being played on the car’s JBL ™ speakers. We then selected the top 500 influencers spanning 20+ cities across India who would help us reach the right 4. hEXA P.O.W. PARTNERSHIP audience and create the right influence. We conceived a ‘120 day’ brand content presence to We created an innovative and personalized video invite establish strong purchase ratification on the largest TV by Mr. Mayank Pareek – President, Tata Motors which platform. ‘POW-Bandhi Yudh ke’ on India’s no.1 GEC, was sent out to each influencer. To ensure we provide Star Plus & Hexa – a perfect match partnership where the the highest quality Hexa experience, we groomed and show’s concept worked as the brand’s message. Hexa trained a team of 100 concierges and drivers that added partnered with the lead character Vikram (NSA Agent) sheen to our program. 25 Hexas drove with this team of in his conquest for truth by becoming his official vehicle 100 concierges and drivers across 120 days travelling for the entire show. We created 100+ situation-based 2 lakh kms to 20+cities and reached each of these 500 product content engagement within the show. With POW, influencers. Keeping the program organic, we handed Tata Hexa received 5 months of Prime-Time coverage on Hexa to influencers for 2 days to experience it and share India’s no. 1 Hindi GEC across 126 episodes. their Hexa experience on social media through videos, 5. HEXA CEO CRICKET TOURNAMENT images, tweets and Facebook updates. Hexa needed to build strong association with premium These videos were hosted on channels in all the digital imagery and connect with people from the upper spaces that are foremost when it comes to auto research echelons of the corporate brand to build strong WOM like Youtube, twitter, expert blogs and the brand website. for the brand. The participants also got to enjoy the off- 2. We created HEXA EXPERIENCE CENTRES road driving experience post the match. that gave real experiences of driving across specially 6. HEXA STARBUCKS™ MALL ACTIVATION designed terrains VS standard on-road test drives. Starbucks clientele and Hexa’s target audience were a We gave customers an opportunity to drive Hexa in strong fit with each other. Hence, Hexa was displayed in specially created terrains featured in the Hexa TVC malls where there were Starbucks outlets and everyone across a massive area of 7000sq mts in Mumbai, Delhi, who checked out the Hexa got a free Starbucks coffee. Bangalore and Chennai. It was not the boring test drives that people get at showrooms, but a place where they

3 LAUNCH POST LAUNCH 1. BOOKINGS OPEN ATL CAMPAIGN SUSTENANCE The campaign showed the hard work and the extent to which Tata Motors had gone to create a world- 1. XPD 2470 WOMEN DRIVE class product. This also launched our philosophy of 3 women drove the Hexa through 24 countries to ‘Whatever It Takes’. We launched the Hexa on 18th London and back in 70 days to commemorate the Jan with an attractive starting price of 11.99 Lakhs 70 years of Indian independence. It was called the #RoadToFreedom and showed the spirit of Hexa 2. SPIRIT OF HEXA ATL CAMPAIGN embodied in these women. This campaign gave the audience a view of the Hexa’s personality. This personified the brand 2. CONTINUING HEXA EXPERIENCE CENTRE philosophy and showcased who would drive the The format was highly successful and was the best Hexa. way to showcase the car’s performance ability. We continued this in 9 more cities to give the best test 3. HEXA AIRPLANE PULL ACTIVATION drive experience for the consumers. Hexa has a powerful engine and is a true-blue SUV. We showcased this powerful avatar of Hexa by 3. AUTOMATIC AUGUST MONTH making a video where the car is seen pulling an Automatic cars are seen as premium and the prices airplane across the tarmac. are also more than the manual variant. We created a special month of August as an automatic month across all our dealerships where we showcased our product superiority in the SUV segment.

4 RESULTS SO FAR

BRAND Jan'17 Feb'17 Mar'17 Apr'17 May'17 Jun'17 Jul'17 Aug'17 Sep'17 Oct'17 Hexa 1246 1026 940 1213 727 550 1564 1715 1245 1041 XUV 5OO 2144 2190 2663 1999 2093 1598 2282 2969 3343 2697 Innova 5013 6054 7252 6589 5643 1068 9369 5963 6323 6455

VARIANT SPLIT • 65% and more of the Hexa which is sold till October 2017 is that of the top variants (XT, XTA, XT 4X4) (http://hexa. tatamotors.com/ variants).

• Automatic variants contribute to 30% of overall Hexa sales

• The XMA variant, which provides the comfort and technology at lower cost, has been selling lesser than 10% of the overall Hexa sales.

5 APPENDIX SUV & MPV PERFORMANCE

Sales Sep’17 Oct’17 Sep’16 Oct’16 Apr’17-Oct’17(YTD April’16-Oct’16 YTD Vol. Vols Seg Share Vols Seg Share Vols Seg Share Vols Seg Share YoY

Industry 307108 277085 276286 278693 1892269 1480505 8%

SUV 70980 67289 24% 50625 55090 19.80% 425911 23% 340886 23.00% 25% MPV 13749 12461 4% 16784 15777 5.70% 95352 5% 106222 7.20% -10%

*Volumes exclusive of LCVs & model Sub-Segment Contribution to SUV

59% 51% 50% 43% 42% 42% 39% 40% 42% 38% 34% 37% 40% 26% 20% 16% 12% 15% 15% 8% 7% 6% 7% 4% 4% 5% 0% 0%

FY’12 FY’13 FY’14 FY’15 FY’16 FY’17 FY’18 (Till Date)

Compact UV Midsize Multi Utility Premium

Volumes (Abs nos.)

FY’12 FY’13 FY’14 FY’15 FY’16 FY’17 FY’18 (Till Date) CAGR (FY’12-’17) Compact UV 0 41 45045 52078 84149 223342 179907 - Midsize 83775 150218 154004 1516580 207616 226317 161708 22% Multi Utility 145062 178365 143272 131854 106592 92048 62923 -9% Premium 18837 22887 21446 23487 18559 22845 21373 4% SUV Total 247674 351511 363767 359099 416916 564552 425911 18% SUV Total 42% 3% -1% 16% 34%

Segment Growth Rate Y-o-Y No of Players

79% 11 10 9 10 7 62% 9 10 8 8 7 7 7 7 7 7 37% 34% 6 6 5 23% 4 4 23% 22% 10% 23% 16% 13% 0 2 2 9% 1 3% -20% -6% -2% -8% -19% -21% -14%

FY’13 FY’14 FY’15 FY’16 FY’17 FY’18 (Till Date) FY’13 FY’14 FY’15 FY’16 FY’17 FY’18 (Till Date)

Compact UV Midsize Multi Utility Premium Compact UV Midsize Multi Utility Premium 6 TASKS

• Understand the category, competition and customer with special focus on automatic transmission. • Propose a comprehensive marketing plan to sell 20,000 Hexa / year. • Draft a marketing strategy along with marketing mix model to increase the share of Automatic Transmission (target 50% from current 30%) with special focus on increasing sale of XMA variant. • Suggest opportunities to improve customer experience at dealerships.