Tata Case Study

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Recommended: The role of celebrity endorsers in advertising

Recent researches have demonstrated that every customer usually takes into consideration around 2.6 brands before buying a passenger car. Tata Motors, currently India 's largest automobile company, wants to be strongly considered when customers are looking to buy a new vehicle. "In order to facilitate this journey of pursuing aggressive market-share, and also to address the challenge of increasing its 'cool ' quotient, Tata Motors has announced the soccer icon Lionel Messi as its global brand ambassador for its passenger vehicles for all its markets, said Mayank Pareek, president, passenger vehicle business unit, in an exclusive chat with ET" (ETBrandEquity).
Tata Motors is the first Indian brand supported by the Argentinian sport star, …show more content…

In order to maximize the relationship with such a popular athlete, given that Lionel Messi is among the most followed athletes in the world, Tata Motors should reach an agreement with him so that he could promote their products. Promotional shots with the vehicles would make them seem more authentic; by having the products in his daily life and by expressing his favorite aspects about the brand, would make consumers trust it …show more content…

In addition, it would be important to create sponsoring sessions open to customers, in order to receive their ideas and critics to help the company sell more and better. Including such a popular and loved figure in the marketing strategy will create compelling arguments in favor of the Indian brand which will be able to connect with its customers innovatively and bring a profitable outcome for both the parties involved (ReadyPulse). In addition to this, the campaign tells about Tata Motors story as well as Lionel Messi 's personal experience, and by relating two stories of success, it will touch Messi 's fans in India and across the globe, and definitely attract them to the products offered. Tata Motors is among the top in the Indian passenger vehicles, and its products are already being marketed in several countries in Europe, Africa and Asia; by bringing its products and services into the country of France they can use the image of Messi to attract many football lovers and achieve their

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