In an effort to contemporarise its brand image, the Tata Group is chalking out a multi-pronged marketing strategy, which includes mass media advertising, experiential marketing techniques, Web-based marketing initiatives and community building activities. The Group’s cumulative ad budget will be around Rs 175 crores this fiscal.
To begin with, the company is in the process of rolling out an aggressive print campaign comprising a series of press advertisements across the nation. The campaign is designed by FCB-Ulka. The ad tries to highlight how the Group provides technical solutions to improve the quality of life in India.
According to sources, the Group now aims to refresh its brand image to catch the attention of the new generation. Primarily, the target audience is the youth segment (from 15 to 35 years old). Through these campaigns, the Group will showcase its technological progress to the target audience. The company will continue to use the same base line—Improving the quality of life—in all its communications.
This year, the company’s major thrust is going to be on ‘differential marketing’ mode to popularise its new brand image. For the purpose, the company has recently kicked off a host of sports activities such as ‘Tata Racing’ and ‘Tata Open Lawn Tournaments’ to reach out to its target audience.
As part of its Web-based marketing initiatives, the Tata Group has recently launched a microsite on ‘Tata racing’ at MSN.co.in in a bid to woo Netizens. The company has also revamped its corporate portal ‘tata.com’ with new features last year.
In an effort to promote ‘Tata Racing’ and other sports activities, the company plans to put up big television screens at popular youth hangouts to catch the attention of the youth.
As for its mass media advertising plans, the Group has no plans to launch any television commercials or outdoor media campaign to showcase its new brand image—as of now.