Tata Motors Mindrover Season 4 - Runners Up

MARKETING AND PROMOTION STRATEGY

ORGANIC GROWTH PLAN

REFERRAL PROGRAM CALENDAR ACCESSORIES &

MERCHANDISE APPENDIX

B-SCHOOL COMPETITION TATA MINDROVERS

Team Name: Final LapGoa Institute of Management

Arjun Gupta, Ashwin Shenoy, Robin Garg

*Please make sure that you watch it in the Slide Show mode (F5)


ORGANIC GROWTH PLAN



CHANNELS PLAN DESCRIPTION

DEALER POINTS

DIGITAL MEDIA

SERVICE POINTS

TEST DRIVES

SOUL EVENTS

SAFARI OWNER+

SOUL MEMBER

SAFARI OWNER+

NOT A SOUL MEMBER

INTENDER

TARGET MARKET• Display advertising: Showcasing Tata Safari loaded with exclusive

SOUL accessories• SOUL shop: Displaying exclusive merchandise for purchase.

Interiorize with SOUL wall of fame and play clips/photos in background which show SOUL Drives/moments

• SOUL brochure to every visitor showcasing its benefits, events and user experiences in form of testimonials

• Points based Mobile/Web app: Each point equivalent to one mile. Miles are earned by various means (refer slide 3: My SOUL)

• Redeem SOUL miles for exclusive accessories, car servicing, coupons and other benefits (refer slide 3)

• Service benefits and assistance to SOUL members• Promotional brochures for non-members to communicate benefits

of SOUL

• Using a Safari loaded with exclusive SOUL accessories and decals for test drives

• Brochures to promote SOUL to all those who booked a test drive

• Inviting leading industrialists/sportsmen who are passionate about cars and adventure (e.g. Gautam Singhania) to selected events.

• My SOUL Story: Upload event photos with #drivewithSOUL on FB describing your SOUL experience, best of which will be featured on SOUL Wall of Fame, brochure and will get the chance to win exciting gifts.

• Coverage of Events on YouTube and travel shows (e.g. NDTV Good Times)

KEY BENEFITS• Creating a visual impact: Capturing intenders

visually, which is the most effective way• Generate curiosity and aid customer association

with adventure• On the spot SOUL advertising can have a positive

impact on the purchase decision of the intender

• Increased engagement and member participation• Building an increasingly active and self-sustainable

community where members are better connected and up to date with latest events and activities

• A common platform integrating all benefits• Realization of important SOUL benefits, thus

encouraging owners to join SOUL and • Enrichment of the overall aftersales experience• Increased on-road SOUL awareness while

generating public attention• Intenders better informed about SOUL benefits,

increasing probability of purchase• Improved word of mouth for SOUL by such

personalities in their social circle which is a relevant target group.

• Better On-Trip experience for SOUL members • Promotion from the members directly will create

positive and impactful awareness

AUTOEXPOs

• Inviting current SOUL members to visit Auto Expos• SOUL Promotion at TATA Motor’s pavilion in the form of Videos,

Photos, Banners and Brochures• SOUL Shop at TATA Pavilion displaying SOUL merchandise• Free refreshments for Safari owners

• Increasing the TOM awareness of SOUL• Targeting car enthusiasts in an efficient manner• Increased user satisfaction and experience for

existing SOUL members1

REFER a SOUL MATE: Refer SOUL to safari owners who are not yet part of the league. Once the owner registers for the program, the referrer gets SOUL Miles credited into their SOUL AccountSOUL MATE WHO REFERRED ME: While registering for SOUL, first time members can fill an existing SOUL Member's name who referred them and the referrer gets added SOUL Miles in their account.


ORGANIC GROWTH PLAN



Slide to Unlock --->

CALENDAR

MY SOUL

SOUL CONNECT

REFER SOUL

DREAM LOCATIONS

COUPONS

EXPLORE WITH SOUL

FAQs

FORUM

MERCHANDISE

#DriveWithSOUL

• Shop for exclusive SOUL Accessories / Merchandise in different categories.

• Redeem SOUL miles for discounts

ACCESSORIES

• Redeem SOUL miles for food, petrol & service coupons that are applicable at authorized Tata service centers.

COUPONS

Recommended locations by SOUL members using geotagging . These locations can later be explored by other SOUL members. This creates a way to discover new locations when a Safari owner is travelling as he can now search for nearby recommended locations using this option

EXPLORE WITH SOUL

REFER SOUL

SERVICE ASSISTANCE• Free car pick-up & drop service for

all routine maintenance. • Complimentary vehicle check-up

for long trips. • Higher priority to SOUL members

in case of any breakdown.• Nearest service point locator.

An opportunity to network & connect with other SOUL members, and get personalized solutions to queries. The key feature is the use of Private Messaging and WhatsApp service. • Note 1: WhatsApp service usage entirely on SOUL members’ discretion; Feature availability- City/ Chapter /Zone wise;

Members can connect through PM, on the basis of SOUL miles (Higher miles more likely to fetch a faster/better reply). • Note 2: Despite the existence of various FB & WhatsApp groups, this service is expected to be faster since members can better

decide whom to direct the queries toward, thereby getting a better response and ultimately benefiting the SOUL program.

SOUL CONNECT

• Calendar provides an itinerary of all types of SOUL events planned for an academic year.

• Sync my Calendar: A feature to sync SOUL events with the smartphones’ Calendar with an option for registration reminders and other event notifications.

• Feature Benefit: The APP user will be updated about upcoming events and lessens the chance of missing event registration dates.

• This feature also creates a buzz for the non-SOUL members as they can be apprised of the exciting events being planned under SOUL

CALENDAR

2

MY SOUL (My Miles)

• Get miles by referring SOUL to other safari owners. View referral program for more detailsRefer a SOUL

• Each trip planned for a year carries some miles. On attending an event, the user unlocks miles corresponding to that event. While on missing a trip, those miles are not added to his account.SOUL Trips

• Contributing on forums fetches miles. These miles are received when a user’s forum contribution is found interesting/ helpful by someone else and he thanks the user by clicking “thanks” /”really interesting” button

Contribution on forums

• Tata can provide top 50 locations in India under this which capture the theme of SOUL-adventure with real SUV. Users going to such locations can check-in on reaching there and can earn miles while unlocking a free dream vacation on completing all 50

Dream SOUL Locations

• Redemption of miles for accessories, coupons, service related benefits etc. More and more benefits will be unlocked on collecting the desired miles.Miles Redemption


ORGANIC GROWTH PLAN



OBJECTIVES OF ORGANIC GROWTH STRATEGY1. Increase SOUL subscriptions2. Increase event participation3. Increase customer satisfaction4. Improve association with Brand

Personalized offerings to target users more effectively

* Preparation of a Strong Database with periodic collection of SOUL member responses from targeted surveys to identify event preferences & activities which should be organized / removed. * Categorization of users based on similar interests and activities to develop personalized offerings & planning events accordingly.

Increased involvement of experienced members

Senior Members of forums such as Team xBhp (Srihari from Bengaluru) & other members part of old safari groups (Before SOUL, few chapters existed among Safari users) can be requested to lead operations of a particular chapter to plan better events

Continuous improvement of processes (incorporating NPS

score metric)* NPS Score metric to gauge User experiences for each type of trip. * After each trip, members to be asked on how likely would they recommend SOUL to others based on this trip(On scale of 0-10)?* Based on this, members are categorized into promoters(score of 9-10), passives (7-8) and Detractors(0-6).

Lead the Way* Members can take initiative to create an event in his chapter and invite other SOUL members to be a part of this created event. * If people show interest in such events (these can be off-roads, rallies etc.), and a minimum of 20 SOUL owners are willing to join the event, TATA Motors can sponsor the event by providing lunch/dinners etc.

* The power to plan your own event will increase member engagement, while developing a sense of belongingness and ownership towards SOUL. * It will provide more flexibility and options to the members which they can freely explore.* Events such as off-roading with like minded users will help in networking and improving overall experience

* NPS Scale helps in judging if the existing events are able to create promoters among the SOUL members. More number of detractors mean that existing events/activities need improvement.* Hence, it can help to monitor the level of customer satisfaction and the effectiveness of individual events.

* Involving experienced members in event operations helps in better event planning, provides a sense of ownership and a better word of mouth among Target Group. * For long term, other active members & car enthusiasts would want to join SOUL Community due to such involvement by TATA Motors.

* Event experience gets better as users get planned events and activities in-line with their interests, thus increasing user satisfaction * E.g.- if a member is more interested in weekend getaways than regional drives, he can be given preference over other members (who have it as their last preference) in case of limited seats, and vice-versa. (This will be a backend algorithm and not publically stated)

Strategy

Benefits

3


ORGANIC GROWTH PLAN


MERCHANDISE APPENDIXPr

ogra

m H

ead-

Dire

ctor

Bran

d m

anag

er (S

afar

i)Pr

ogra

m T

reas

urer

Tata Relationship

Managers North Zone

1. Program Director: Head of the entire SOUL program.

2. Brand Manager: Responsible for strategizing communications & promotions of SOUL.

3. RGM (4 in no): Responsible for marketing and branding related to events/activities at regional level

4. Treasurer: Responsible for approving the budget of proposed events.

5. Tata Relationship Manager: Sending invitations to SOUL members & confirmations post registrations for events. Clearing doubts on itinerary.

6. Chapter Coordinators: 2 coordinators per chapter to manage operations of all ongoing events and activities from commencement to fulfilment.

7. Active Members: Members from old safari user groups created much before SOUL (e.g. Srihari-Bengaluru) responsible for pre-communication of events through mediums like WhatsApp, FB, yahoo groups which have a large base of Safari owners.

SOU

L M

embe

rs

Nor

th

Sout

h

NCR

Lucknow

Bhopal

Punjab

Pune

Mumbai

Bengaluru

Hyderabad

Tata Relationship

Managers South Zone

Chapter Co-ordinators

2 Coordinators for each city meets

&

2 coordinators for each

regional level meetsRG

M(R

egio

nal M

arke

ting

Man

ager

)( 4

RGM

s)Tr

easu

rer

Working Committee Structure

4

Activ

e M

embe

rs o

f Old

Saf

ari U

ser G

roup

s

Repeat Sales

High probability of Old non-SOUL Safari owners being referred by someone

Communication of benefits to old customers can lure repeat purchase

Recommendations by members themselves will have a positive impact on repeat purchase decisions

New Sales

With the development of such easy to use referral program, the frequency of referrals will increase

This will increase the probability of visit of the referred person to the nearest Safari touch point to gather more information about the SOUL initiative

Here he will be greeted with all the promotional activities thus increasing his purchase chances, and in turn automatically increasing the number of SOUL registrations


ORGANIC GROWTH PLAN



A to B Referrals

B to A Referrals

• A current SOUL member can refer another Safari owner to join the SOUL community using mobile App/Web by providing

• For each successful referral done, the SOUL member gets extra miles credited to his SOUL account.

• These miles can later be redeemed in form of accessories, coupons, and other benefits on SOUL App.

• Safari owner who registers for the SOUL program needs to provide the details of the referrer. (In Case he/she is referred by an existing SOUL member)

• Automatically miles will be added in SOUL account of the referrer on successful registration.

Redeemable SOUL Miles and user convenience will act as the main influencer in encouraging the current members to take the referral initiative.

5


ORGANIC GROWTH PLAN



January February March AprilSu Mo Tu We Th Fr Sa Su Mo Tu We Th Fr Sa Su Mo Tu We Th Fr Sa Su Mo Tu We Th Fr Sa 1 2 1 2 3 4 5 6 1 2 3 4 5 1 23 4 5 6 7 8 9 7 8 9 10 11 12 13 6 7 8 9 10 11 12 3 4 5 6 7 8 910 11 12 13 14 15 16 14 15 16 17 18 19 20 13 14 15 16 17 18 19 10 11 12 13 14 15 1617 18 19 20 21 22 23 21 22 23 24 25 26 27 20 21 22 23 24 25 26 17 18 19 20 21 22 2324 25 26 27 28 29 30 28 29 27 28 29 30 31 24 25 26 27 28 29 3031

May June July AugustSu Mo Tu We Th Fr Sa Su Mo Tu We Th Fr Sa Su Mo Tu We Th Fr Sa Su Mo Tu We Th Fr Sa1 2 3 4 5 6 7 1 2 3 4 1 2 1 2 3 4 5 68 9 10 11 12 13 14 5 6 7 8 9 10 11 3 4 5 6 7 8 9 7 8 9 10 11 12 1315 16 17 18 19 20 21 12 13 14 15 16 17 18 10 11 12 13 14 15 16 14 15 16 17 18 19 2022 23 24 25 26 27 28 19 20 21 22 23 24 25 17 18 19 20 21 22 23 21 22 23 24 25 26 2729 30 31 26 27 28 29 30 24 25 26 27 28 29 30 28 29 30 31 31

September October November DecemberSu Mo Tu We Th Fr Sa Su Mo Tu We Th Fr Sa Su Mo Tu We Th Fr Sa Su Mo Tu We Th Fr Sa 1 2 3 1 1 2 3 4 5 1 2 34 5 6 7 8 9 10 2 3 4 5 6 7 8 6 7 8 9 10 11 12 4 5 6 7 8 9 1011 12 13 14 15 16 17 9 10 11 12 13 14 15 13 14 15 16 17 18 19 11 12 13 14 15 16 1718 19 20 21 22 23 24 16 17 18 19 20 21 22 20 21 22 23 24 25 26 18 19 20 21 22 23 2425 26 27 28 29 30 23 24 25 26 27 28 29 27 28 29 30 25 26 27 28 29 30 31 30 31

2016 Calendar

6*Mouse Over: Place cursor over highlighted dates to view details


ORGANIC GROWTH PLAN



Type of Event

Lead the WayA new initiative where SOUL members can plan trips on their own.Procedure: SOUL members can create an event on the APP/web and share the details of planned events like location, dates, timings etc. If 20 or more members show interest and agree to participate in such an event, the organizing member can then contact TATA Relationship Manager and notify him about the plan. TATA Motors can sponsor lunch/ dinners at such events. However, the trip should not coincide with any pre-planned SOUL Drive for the respective chapter. Events such as Off-Roading can also be brought under this initiative. (City wise chapters)

SOUL of IndiaA nation wide trip starting from a certain point in north. Safari users in North-west & southern regions of India can join the Convoy at their nearest points during any lap.

Weekend GetawaysExclusive outings for SOUL members to relax and retreat at well-known tourist hotspots close to their cities on their Safaris. (City wise chapters)

Family DinnersBenefits of privileged SOUL membership extended to family members, to provide a complete offering. Family dinners can be organized like existing breakfast drives. (City wise chapters)

Apart from the ongoing three activities (Breakfast Drives, Photo Trials and

Regional Drives) following activities can be included

Chapters (For Breakfast Drives, Family Dinner Drives, Weekend Getaways)SOUL of India (Journey en route India)Regional Drive Locations (North and South drives)7


ORGANIC GROWTH PLAN



Front

Rear

Side

Interiors

Exclusive Merchandise

Click All

8

Tie up with Ray-Ban for

exclusive SOUL range

Click on all the options (Front, Rear, Side, Interiors, Exclusive Merchandise) to view individual details


ORGANIC GROWTH PLAN



Front

Rear

Side

Interiors


Ap-1

3

19

13

2

Age Profile of Respondents

18-25 26-35 36-45 46-55

28

9

Do you own a Tata Safari?

Yes No

DATA SOURCE

• Connect with customers at Dealer Points

• Facebook Connect at Safari communities and other SUV communities

• Team BHP Forum- Connect with senior Members from Safari/ SOUL Forums

• 2 out of 9 members were old Safari owners and members of old safari user groups. Now own XUV

• 19 out of 28 respondents were SOUL members

Profile of Respondents


ORGANIC GROWTH PLAN



Front

Rear

Side

Interiors


Ap-2

3

4

9

3

How did you come to know about SOUL?

Communication from tata Dealer Point AdvertisementSocial Media( TeamBhp, FB, etc.) Others(Refered by someone)

• Online platform forms the major source of SOUL awareness. Most of the respondents got to know about SOUL through Facebook, Google Search, Forums such as Team xBhp.

• However a major chunk of Safari owners are still not aware about SOUL. Thus a good well integrated digital media strategy needs to be set in place in order to make TG aware. Hence the rationale behind the launch of Mobile/Web app.

• Consumer interaction points such as dealer points form a crucial part in the car purchasing process and thus offer huge promotional potential. From our survey we got to know that dealers are not promoting SOUL effectively and hence we have considered this as an important channel in our Marketing and Promotional strategy.

Rationale for Marketing and Promotional Strategy


ORGANIC GROWTH PLAN



Front

Rear

Side

Interiors


Ap-3

Demo Brochure

• The brochure will from an important part of the promotional strategy across all channels.

• So it calls for an attractive display which is able to convey the key events and reflect member experiences in an effective manner.

• Grey and orange theme keeping in mind the current SOUL theme on the website

• Contact details along with social media address to invite follow ups


ORGANIC GROWTH PLAN



Front

Rear

Side

Interiors


Ap-4

Rationale for introducing Mumbai as a new Chapter

• Using Google Trends to track online search habits of the phrase ‘buy SUV’, four major cities popped up

• Judging on the basis of this we can conclude that Mumbai is home to a significant number of SUV aspirers

• Apart from Mumbai, all three are currently existing as independent chapters

• Hence introducing Mumbai as a new chapter


ORGANIC GROWTH PLAN



Front

Rear

Side

Interiors


Ap-5

Rationale for introducing Punjab as a new Chapter

• Using Google Trends to track search habits for the phrase ‘Tata Safari’, 7 locations popped up

• 3 out of these 7 (Amritsar, Ludhiana, Chandigarh)are from Punjab

• Thus we can clearly see that Tata Safari is a trending topic in Punjab region

• Hence introducing Punjab as a new chapter in order to cater to this segment and convert them into Safari owners and active SOUL members (if they currently aren’t)


ORGANIC GROWTH PLAN



Front

Rear

Side

Interiors


Ap-6

Rationale for deciding on Events

• Weekend getaways rank top in order of user preference, thus the reason for introducing this event.

• Family outings is another event that the users are looking forward to. Although the families form a part of the current drives, a special offering catering only to this potential segment will enhance user experience and increase participation. Hence the family dinners.

• People are willing to take initiatives towards organizing events with other members of the community. Hence the ‘lead the way’ initiative.


ORGANIC GROWTH PLAN



Front

Rear

Side

Interiors


Ap-7 New Events Proposed

Existing Events

Calendar Details Detailed calendar

keeping in mind the holidays and weekends coming up in the year 2016.

Covered areas which show good potential in terms of accessibility and feasibility.

Also covered aesthetic locations keeping in mind the ‘adventure’ association of the brand.

Events are in line with user preference as learnt from the surveys conducted.


ORGANIC GROWTH PLAN



Front

Rear

Side

Interiors


Ap-8

Fog L a m ps

A l l o y w h e e l s

G P S

R oof r a i l s

Chr om e H e a dl a m p

B ul l G ua r d

Fue l B o x

N i g ht V i s i on P a r k i n g Ca m e r a

R e f r i g i r a t o r

0 5 10 15 20 25 30

Preference of Safari owners with respect to accessories

Rationale behind choosing Accessories

• Based on the survey that we conducted, the following accessories popped up in order of increasing preference.

• We have suggested accessories based on this preference as well as popularity of desired accessories by SUV owners.

• We also proposed a tie up with Ray-Ban for exclusive SOUL range because it fits perfectly in line with the Target Group and the SUV driving experience. It will also enrich brand Safari.


ORGANIC GROWTH PLAN



THANK YOU

*Please make sure that you watch it in the Slide Show mode (F5)

Tata Motors Mindrover Season 4 - Runners Up

Business

Transcript of Tata Motors Mindrover Season 4 - Runners Up