Tata Motors Case Study

READ THE CASE STUDY FROM IVEY PUBLISHING. REFER TO THE INFORMATIONAL PAPER ON THE 4 A’s and VALS FRAMEWORK DISCUSS THE FOLLOWING TOPICS:

1.Explain the performance of the Nano from the perspective of the 4 A’s of Marketing.

2. Define the segmenting, targeting, and positioning of Tata Motors’ Nano.                                                                                                                                                                                                                                        3. Review the various integrated marketing communication tools used by Tata Motors and

address the effectiveness or ineffectiveness of each.

International Marketing (MKT480)

The 4 A’s of marketing to create customer value:

1. Acceptability. The product needs to meet the customer’s requirements (both functional and

psychological). 2. Affordability. The customer needs to be both willing and able to pay for the product. 3. Accessibility. Is the product readily available and convenient for the customer to purchase? 4. Awareness. Brand Awareness & Product Knowledge

The VALS framework of psychographic profiling classifies consumers into eight categories based on personality traits and attitude. Then, depending on their level of resources, consumers are divided into two groups: high-resource and low-resource consumers. Those with higher resources are subcategorized as innovators, thinkers, achievers and experiences. Innovators are sophisticated consumers who buy upmarket and niche products only. They are called innovators because they are often the first to use any new high-end product. Thinkers are rich consumers, motivated by ideals and values. Despite being rich, they buy functional products with a higher value for money