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Tata Motors Mobile Marketing Campaign

Brief

Tata Motors Limited, part of the Tata Group, is an Indian multinational automotive manufacturing corporation located in Mumbai, India. Passenger vehicles, trucks, vans, coaches, buses, luxury automobiles, sports cars, and construction equipment are all produced by the firm. 

The mobile marketing campaign was designed for TATA Motors for its SFC 407 Pickup & LPT407 FE by Ascent.

Nashik was not a suitable market for them because Mahindra Bolero had taken over the market, and this campaign was a direct competitor to the Bolero Pickup.

Target Group

  • Underemployed and unemployed youth aged 21 and 35 see running an SCV/LCV as a viable means of self-employment.
  • Large farming families interested in investing in an SCV or LCV as a secondary source of income.
  • Shopkeepers and small companies within a 10- to 50-kilometer radius who could employ these vehicles for captive and third-party transportation of products and persons.



Influencers Targeted for the Campaign

  • Mechanic
  • Drivers
  • Brokers
  • Panchayat
  • Commercial union
  • SCV/LCV Garage owners

Objectives of the Campaign

 

  • A solid operating team for continuous operation.
  • Inquiries and conversion
  • Solid quality database
  • Relationship building
  • Brand building

USPs Demonstrated

  • Better payload as per govt. regulation
  • Better TCO as maintenance is lesser, and Tyre life is higher, more load carrying capacity, equal mileage
  • Smaller footprint, i.e., overall length is small, but the load body area is bigger. Can go to any corner in narrow lanes.

Solutions and Our Approach

This mobile advertising was aimed towards the SCV Mahindra pick-up market, which offers a lot of amenities and a good value at a similar price. The Tata 407 pickup truck outperforms the competition in several buyer evaluation areas. Compared to its competitors, the Tata 407 pickup truck appears to be the most excellent option.

We devised a technique in which we demonstrated the advantages of utilizing a larger vehicle, which provides a greater return on investment than a smaller vehicle, through Mobile Marketing, Marathi Voice OBD, and Missed Call Number technique.

Results

1
Total SMS Pushed
1 +
Hot and Mild leads Generated
1
Total OBD Pushed
1 +
Missed Calls Received

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