Tata Genuine Parts Sahensha On ground/Event Marketing Tata Motors Ltd.
Background • Counterfeit automotive components- a (thriving) parallel industry • Counterfeit parts - unsafe and responsible for many road accident casualties and injuries. • It leads to erosion of not only revenue but trust of the people and Tata genuine parts wanted to take on this menace by educating the users on the benefits of using genuine parts and increasing saliency of its brand amongst the TG.
Target Group • Primary– Single truck owners • Secondary – Drivers, Garage Mechanics
Objectives • Educate consumers about the benefits of using genuine spare parts as against spurious parts • Create dissonance among the TG for spurious products & build excitement for TGP
Challenge • In a market thronged by non-genuine parts & a highly price sensitive TG who gets lured by the cheaper non-genuine offerings, the challenges were two fold: • Capturethe attention of TG in a usually mundane market • Convincethe TG on using genuine parts as against non-genuine ones.
Insights • Our TG belongs to a different cult: • He loves independence, has better self esteem, and is adventurous and mobile • Bollywood rides high on him which is the most conspicuous entertainment element in his life • His body language, home even his truck has splashes of Bollywood and we decided to carry a Bollywood theme in all our communication
Strategy • To achieve better results, we segmented our target territories in two broad categories on the basis of TGP’s market share and differentiated them in terms of communication focus required:
Activity Model • Two level campaign:
Activity Model • Activation:
Results • 10states, 366 towns covered • 300activity days • 36,078TG intercepted