SEASON 6

Entry challEngE casElEt

tata hexa#WhateverItTakes

19” ALLOY WHEELSMuscular wheel arch claddings nest best-in-class* 19-inch machined cut alloy wheels with five double spokes. This lends an imposing stance to the Hexa with the confidence to conquer any terrain.

STYLISED WRAPAROUND HORIZONTAL TAIL LAMPSStylised horizontal tail lamps which feature first-in-India patented, flexible LED technology. They are connected by a refined chrome applique that creates a signature design.

STRIKING DAYTIME RUNNING LIGHTS (DRLs)Ice cube patterned DRLs seamlessly integrated with stylised fog lamps for striking style and added safety.

SMOKED PROJECTOR HEADLAMPSSmoked projector headlamps complement the assertive front fascia of the Hexa and give focused illumination for better visibility.

TATA SIGNATURE GRILLEA chrome humanity line perfectly accentuates the dual-coloured bumper with the Tata Signature Grille, and creates a bold impact.

PREMIUM SPORTY INTERIORSAn inviting all-black, sporty interior with superb finishes,soft touch materials, textures and grains for a premium feel.

AMBIENT MOOD LIGHTINGChoice of 8 colours for in-cabin lighting with illumination control and customisation to match your every mood and sets the stage for your drive.

SCULPTED INDULGENT SEATSPremium Benecke-Kaliko™ upholstery with contrast stitches and accentuated bolstersthat feel like a perfectly tailored suit.

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19” ALLOY WHEELSMuscular wheel arch claddings nest best-in-class* 19-inch machined cut alloy wheels with five double spokes. This lends an imposing stance to the Hexa with the confidence to conquer any terrain.

STYLISED WRAPAROUND HORIZONTAL TAIL LAMPSStylised horizontal tail lamps which feature first-in-India patented, flexible LED technology. They are connected by a refined chrome applique that creates a signature design.

STRIKING DAYTIME RUNNING LIGHTS (DRLs)Ice cube patterned DRLs seamlessly integrated with stylised fog lamps for striking style and added safety.

SMOKED PROJECTOR HEADLAMPSSmoked projector headlamps complement the assertive front fascia of the Hexa and give focused illumination for better visibility.

TATA SIGNATURE GRILLEA chrome humanity line perfectly accentuates the dual-coloured bumper with the Tata Signature Grille, and creates a bold impact.

PREMIUM SPORTY INTERIORSAn inviting all-black, sporty interior with superb finishes,soft touch materials, textures and grains for a premium feel.

AMBIENT MOOD LIGHTINGChoice of 8 colours for in-cabin lighting with illumination control and customisation to match your every mood and sets the stage for your drive.

SCULPTED INDULGENT SEATSPremium Benecke-Kaliko™ upholstery with contrast stitches and accentuated bolstersthat feel like a perfectly tailored suit.

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targEt aUDIEncE anD cOMPEtItIOnThe Hexa’s target audience is in their late 30s. They are well educated and reside in a tier-1 city. Majority of them are entrepreneurs who have built their business from scratch. They are socially active and considers the SUV as an extension of their personality and through the vehicle, they like to show everyone who they are, a symbol of premium lifestyle. Family time is important to them and they ensure that they go on trips and spend quality time together. They buy SUVs either for the space and comfort it provides to their families, or to seek adventure and display power.

Both these need gaps were met by Toyota Innova and Mahindra XUV 500. Mahindra XUV 500 had positioned itself as the vehicle that unleashes the spirit of adventure and thrill, while Toyota Innova had positioned itself as the spacious and luxurious family car.

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 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.

Tata Hexa is the company’s first SUV offering in the premium segment; a category well above where Tata had ventured before.

This segment is well-entrenched with successful brands. Toyota ruled with Innova, a thirteen year-old brand with strong credentials, and has come out with the latest offering, the Innova Crysta, just months before the launch of Tata Hexa. The other competition is the young and muscular Mahindra XUV 500, from the house of true blue SUV makers, Mahindra & Mahindra.

catEgOry scEnarIOconsumer focus is shifting towards cars with 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 motorists who may not be quite ready to fork out that much more to go fully automatic, manufacturers are 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.

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Features Innova crysta Mahindra XUV500 tata hexa hexa advantage

gX at W6 at XMaMax power: PS@RPM 174PS@3400rpm 140@3750 156PS@4000 The Hexa delivers

more powerMax torque :NM @RPM

360NM@1400-2800rpm

330nm@1600-2800 400Nm@1700-2700 The Hexa delivers more torque

Wheelbase (mm) 2750 2700mm 2850 Hexa has wider wheelbase

All wheel disc brakes Front only - Yes Ensures better safetyGround Clearance (mm)

167 160 200 Higherground clearnae enhances the offroading experience

Infotalnment 4 speakers 7' touchscreen display with GPS,USB (audio/video),Bluetooth audio,handsfree call,Ipod connectivity & picture viewer, configurable wall paper

Touchscreen display with USB, Bluetooth Speaker system from Harman, 8 speaker System (4 speakers +4 tweeters)

ConnectNext Infotalment with 10 JBL speakers provide a great music experience

ConnectNext App Suite

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

Amblent Mood Lighting

- Ice Blue Lounge lighting

8 colour options Multiple colour options available in the Hexa

Rear Sun Blinds - - Yes Protect the passengers from the sun

Rear Parking Sensor with Camera

- - Only sensor Makes parking in any area easy

Hill Hold/ Hill descent - - Hill Hold AT Based Safer uphill drive

LED Tall Lamps - - Yes Better visibility of the car

PrE-laUnch 1. hEXa InFlUEncEr caMPaIgn

84% of car shoppers start with watching automobile related videos when they are in the market for a car. Car consumers are seeking info on a host of parameters to help them reach a decision. We created an algorithm based tool that used a host of parameters like following, reach, content & TG affinity to arrive at a ranking list of all the key influencers across verticals.

We then selected the top 500 influencers spanning 20+ cities across India who would help us reach the right audience and create the right influence.

We created an innovative and personalized video invite by Mr. Mayank Pareek – President, Tata Motors which was sent out to each influencer. To ensure we provide the highest quality Hexa experience, we groomed and trained a team of 100 concierges and drivers that added sheen to our program. 25 Hexas drove with this team of 100 concierges and drivers across 120 days travelling 2 lakh kms to 20+cities and reached each of these 500 influencers. Keeping the program organic, we handed Hexa to influencers for 2 days to experience it and share their Hexa experience on social media through videos, images, tweets and Facebook updates.

These videos were hosted on channels in all the digital spaces that are foremost when it comes to auto research like Youtube, twitter, expert blogs and the brand website.

2. We created hEXa EXPErIEncE cEntrEs that gave real experiences of driving across specially designed terrains VS standard on-road test drives.

We gave customers an opportunity to drive Hexa in specially created terrains featured in the Hexa TVC across a massive area of 7000sq mts in Mumbai, Delhi, Bangalore and Chennai. It was not the boring test drives that people get at showrooms, but a place where they

can truly test the car. Scaled down version of Hexa Experience Centres were rolled out post launch to other tier 1 cities

3. hEXa carPOOl KaraOKE with rock On 2

To create aspiration, research showed us that car and music was best appreciated when a group of friends went together, on a long road trip, belting out their favorite music and singing aloud. We got the Rock On 2 star cast to go to the premier of their movie in the Hexa, belting out the title song with the same music being played on the car’s JBL ™ speakers.

4. hEXa P.O.W. PartnErshIP

We conceived a ‘120 day’ brand content presence to establish strong purchase ratification on the largest TV platform. ‘POW-Bandhi Yudh ke’ on India’s no.1 GEC, Star Plus & Hexa – a perfect match partnership where the show’s concept worked as the brand’s message. Hexa partnered with the lead character Vikram (NSA Agent) in his conquest for truth by becoming his official vehicle for the entire show. We created 100+ situation-based product content engagement within the show. With POW, Tata Hexa received 5 months of Prime-Time coverage on India’s no. 1 Hindi GEC across 126 episodes.

5. hEXa cEO crIcKEt tOUrnaMEnt

Hexa needed to build strong association with premium imagery and connect with people from the upper echelons of the corporate brand to build strong WOM for the brand. The participants also got to enjoy the off-road driving experience post the match.

6. hEXa starBUcKs™ Mall actIVatIOn

Starbucks clientele and Hexa’s target audience were a strong fit with each other. Hence, Hexa was displayed in malls where there were Starbucks outlets and everyone who checked out the Hexa got a free Starbucks coffee.

hEXa laUnch PlannInganD EXEcUtIOn

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laUnch 1. BOOKIngs OPEn atl caMPaIgn

The campaign showed the hard work and the extent to which Tata Motors had gone to create a world-class product. This also launched our philosophy of ‘Whatever It Takes’. We launched the Hexa on 18th Jan with an attractive starting price of 11.99 Lakhs

2. sPIrIt OF hEXa atl caMPaIgn This campaign gave the audience a view of the Hexa’s personality. This personified the brand philosophy and showcased who would drive the Hexa.

3. hEXa aIrPlanE PUll actIVatIOn Hexa has a powerful engine and is a true-blue SUV. We showcased this powerful avatar of Hexa by making a video where the car is seen pulling an airplane across the tarmac.

POst laUnch sUstEnancE1. XPD 2470 WOMEn DrIVE 3 women drove the Hexa through 24 countries to

London and back in 70 days to commemorate the 70 years of Indian independence. It was called the #RoadToFreedom and showed the spirit of Hexa embodied in these women.

2. cOntInUIng hEXa EXPErIEncE cEntrE

The format was highly successful and was the best way to showcase the car’s performance ability. We continued this in 9 more cities to give the best test drive experience for the consumers.

3. aUtOMatIc aUgUst MOnth

Automatic cars are seen as premium and the prices 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.

rEsUlts sO Far

VarIant sPlIt• 65%andmoreoftheHexawhichissoldtillOctober2017isthatofthe topvariants(XT,XTA,XT4X4)(http://hexa.

tatamotors.com/variants).

• Automaticvariantscontributeto30%ofoverallHexasales

• TheXMAvariant,whichprovidesthecomfortandtechnologyatlowercost,hasbeensellinglesserthan10%oftheoverallHexasales.

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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

aPPEnDIXSUV&MPVPERFORMANCE

Sales

Vol.

Sep’17 Oct’17 Sep’16 Oct’16 Apr’17-Oct’17(YTD April’16-Oct’16 YTD

YoYVols Seg Share Vols Seg Share Vols Seg Share Vols Seg Share

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 (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%

SUVTotal 247674 351511 363767 359099 416916 564552 425911 18%

SUV Total 42% 3% -1% 16% 34%

*VolumesexclusiveofLCVs&modelSub-SegmentContributiontoSUV

0%

Fy’12 Fy’13 Fy’14

compact UV Midsize Multi Utility Premium

Fy’15 Fy’16 Fy’17 Fy’18 (till Date)

34%

59%

8% 0%

43%51%

7%12%

42%39%

6%15%

42%37%

7% 4% 4%

20%

50%

26%

40% 42% 38%

15%5%

40%

16%

SegmentGrowthRateY-o-Y

compact UV Midsize Multi Utility Premium

79%

23% 22%

Fy’13 Fy’16 Fy’17 Fy’18 (till Date)Fy’14 Fy’15

3% -20% -6%

16%

-2% -8%

10%

62%

37%

-19% -21%9%

-14%

23%34%

13%23%

NoofPlayers

compact UV Midsize Multi Utility Premium

FY’13 FY’16 FY’17 FY’18(TillDate)FY’14 FY’15

0

66

9

1

7 7

10

2

87

11

2

87 7

5

10

7

9

4 4

10 7

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tasKs

• Understandthecategory,competitionandcustomerwithspecialfocusonautomatic transmission.

• Proposeacomprehensivemarketingplantosell20,000Hexa/year.• Draftamarketingstrategyalongwithmarketingmixmodeltoincreasetheshare

of Automatic Transmission (target 50% from current 30%) with special focus on increasing sale of XMA variant.

• Suggestopportunitiestoimprovecustomerexperienceatdealerships.

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