Neev Case Study Of Tata Motors

TATA Motors Limited – Neev Project:
Tata motors’ small commercial vehicles portfolio with products at various reasonable price points was deemed fit for semi urban and rural markets by the company’s executives. Yet, the market for the SCV’s in the hinterlands of the country was not growing as expected. In 2010, TML launched a Project, Neev (literally means Foundation in Sanskrit) with the aim of gaining a first mover advantage in rural markets.
Obstacles for growth in rural markets:
The company through its research concluded that its product portfolio and the prices were appropriate for the rural markets. But, the problems were with the other two P’s: Place and Promotion.
Place/Distribution network:
• The company’s dealer network had its

But, without the basic knowledge of business how far these entrepreneurs have been successful is questionable.
TITAN INDUSTRIES: GOLD PLUS
India is the largest consumer of gold next only to China. The size of Indian jewelry and gems market is USD 45 billion, of which the market for gold jewelry constitutes 80%. Gold in India is bought for weddings and as a part of the bridal trousseau. It is also an integral part of most of the rituals and festivities in India. More than 60% of the demand for gold comes from semi urban and rural India. Needless to say, that the TATA’s wanted to cater to this demand from semi urban and rural India. Thus, they created the brand Goldplus to cater to the semi urban and rural clientele in 2005.
Objective: To provide pure gold from trusted player to the semi urban and rural Indian customers with transparent business practices and a good retail experience. All at a reasonable cost.
Problems faced by the company:
Lack of awareness:
• Indian consumer often lacked the knowledge to evaluate the gold for its purity. Under caratage was a frequent problem faced by the

Therefore, mainly BTL activities were used.
24.5Kg gold bangle: To grab attention and to establish a direct contact with its customers, gold plus made a 24.5 Kg gold bangle and entered into Limca Book of Records. The bangle was taken on a roadshow in 17 towns and many contests were conducted around it.
Gold slip: Each new store opening was preceded by distributing golden papers containing message: “To convert the paper to gold visit the nearest outlet to potential customers in the radius of 3-5 km.
Talent Shows: Many talent shows like cooking, rangoli competitions were conducted and prizes were distributed to establish the brand name in the consumers mind.
Golden Chariot: To educate customers about the yellow metal and various other aspects of it, the company got a custom made bus with educational material videos. This bus was taken to 1500 villages in three months. The bus also carried caratometer to test the carat of the gold owned by the villagers. Further, on every Saturday 40 visitors are invited to the factory to see the processes.
Leveraging the brand