Our goal is to innovate & think ahead of times so that transporters benefit in the long run.

Rajesh Kaul

- Vice President, Sales & Marketing, CVBU, Tata Motors

Which has been one of the notable brands / campaigns for you and what was the strategy used to reach out to the stakeholders?

Tata Motors has been consistently driven by its mission to be the pioneer in the Indian commercial vehicle industry, offering customers a wide range of products and best-in-class solutions to enhance overall profitability.

Tata Motors became the first OEM to offer a 48-tonne GVW Tipper, the Signa 4825.TK. The promotion campaign for the tipper had to reach out to the right audience, positioning it as a highly versatile surface transport tipper that offers unmatched performance, reduced operation costs per tonne/km, and improved profitability to owners.

Tata Motors involved key customers from the pre-launch stage and continuously took their inputs while developing this product. Once the product was launched, it was displayed to the key customers as well as in some of the major tipper hubs across the country. Tata Motors' sales teams reached out to all potential customers from the past database for the promotion of the vehicle. Dealership training and product marketing material were disseminated before the launch in order to ensure product readiness.

Tata Motors recognised the importance of using the digital medium to swiftly reach out to the target audience. A significant amount of digital content showcasing the value features of the product and its benefits for customers was put out on social media targeting the relevant audience. Tata Motors presence in leading construction magazines and online blogs were also increased. Further, once the product started selling and customers realised its benefits, customer testimonials were collected & amplified digitally.

What kind of market survey was done for the promotion of the brand/ product?

Before the introduction of 4825.TK, the highest MAV tipper capacity available in the market was 42-tonne tippers. Tata Motors took the lead and introduced 48-tonne tippers, thus giving customers an option to upgrade to a higher payload. Before designing the product, it was very important to understand the finer nuances and features required. Tata Motors reached out to customers through a well-designed market survey capturing their requirements, in order to shortlist the configuration, drivetrain, tipper body options basis on which the product was designed. For the promotion of the Signa 4825.TK, Tata Motors used the preliminary survey results of what customers value the most and accordingly customised campaigns to target driver comfort, lower TCO and higher GVW advantages.

What were the challenges faced while marketing the brand/ product and how did the team overcome them?

Signa 4825.TK has been designed with Tata Motors' 'Power of 6' design philosophy, empowering customers with the power of enhanced performance, lower total cost of ownership, higher comfort and convenience, and improved profitability. Tata Motors adopted the approach of consultative selling and had long discussions with all interested transporters outlining exactly what they can earn in the long run by upgrading to Signa 4825.TK.

As a market leader, Tata Motors' goal is to innovate and think ahead of times so that the transporters benefit in the long run. Tata Motors have seeded a few Signa 4825.TK units and helped increase the profit of the transporters, in addition to reducing our carbon footprint. When we sit back and reflect on our journey, we realise how far we have come.

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